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Behind The Scenes Of The New Traffic Secrets Book...
Step #1 in the process of writing the new Traffic Secrets book. On this episode Russell talks about the process he does while writing his books. Also find out when the launch date will be for his latest book, Traffic Secrets. Here are some of the amazing things you will hear on today’s episode: Why Russell started over while writing the Dotcom Secrets book. Find out why doing an event after deleting the first draft of the Expert Secrets book helped him come up with a better framework. And find out how he is beginning to write the Traffic Secrets book, and when you’ll be able to get your hands on a copy of it. So listen here to find out what Russell goes through to write a book, and why you should consider buying the previous two books again when Traffic Secrets launches. ---Transcript--- Good morning everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I am pumped to be here with you guys today. I’m going to tell you guys a little bit about the event that happened last weekend. Alright 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. I’ve got a little window. I’m definitely late for the dentist, but that’s what he gets for being a dentist. Just kidding, I like my dentist a lot, he’s a cool guy. But I gotta get my teeth drilled or something, so it’s one of those things. But I just want to tell you guys about last weekend and why we did it and a whole bunch of other stuff. Those who know my journey, know my story over the last few years, know that a long, long, long time ago, like ten years ago I had an idea I wanted to write a book. But I feel like you have to earn a book. It’s not something that’s just given to you, you have to earn it. So I bought the domain name dotcomsecrets.com, because I was like I want to write a book called DotCom Secrets dot com, because I’m going to teach people the secrets of the dot com thing. Anyway, looking back now I probably would have named it something different. But that was the name, and I wanted it to be a book. And then 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 Wolner, and we were at Carl’s Jr eating while we were watching our kids play on the little playground thing. And he said something very profound to me, he said, “Do you know the difference between you and Tony Robbins and Brendan Burchard?” I’m like, “No what?” and he’s like, “I feel like your content’s better, you’re helping more people, you’re doing all this cool stuff, but they seem more legitimate than you because they’ve written more books.” I was like, “What?” At first I wanted to curse him out and then next I’m like, “Crap.” If he’s thinking that, one of my close friends, what is the rest of the world thinking? Alright, if I want to legitimize what I’m doing I need to write a book. And this is about the same time that we’re working on Clickfunnels. So these two projects are happening simultaneously, because that’s the smart way to do it, write a book and launch a software company at the exact same time. 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 this at the Traffic Secrets event, one of the life lessons I got from my dad. I remember one time he asked me to go clean the car, and this is, I was probably about 8 or 9 years old, and I went and cleaned the car and came back, “Dad, okay it’s clean. Can you come out and look at it so I can go out and play?” and he’s like, “Well, are you proud of it?” I’m like, “I don’t know.” And he’s like, “Well, if you’re proud of it, then you’re done.” And I’m like, “Crap.” And I’m like, “I’m probably not proud of it.” So I went back down to the car and I started cleaning and re-cleaned the whole thing, and this time I made sure I was proud of it. I went back up and I’m like, “Okay dad, the car’s done.” And he said the same thing, “Are you proud of it.” And I said, “Yeah.” And he said, “Okay, then you’re done.” He didn’t even come look at it. Life lesson right there. Boom. So fast forward now, twenty years later and I’m reading the manuscript of the book that I’m about to go send to the publisher, and I was like, “I’m not proud of this.” So I decided to just get rid of it. So I got rid of the script and I thought, you know, the problem was, all the stuff was in there and I don’t know, it didn’t make sense, wasn’t in the right order. There was like this chicken and the egg concept, what comes first? They have to know this before they know this, and all these things. So I thought the best way to do this was to actually teach a live event because then I can explain it and see it in people’s eyes, see what makes sense, and see what things are out of context and stuff. So my little coaching program at the time was called Dotcom Secrets Ignite, some of you may have been in that. I said, “Alright guys, everyone come to Boise, we are going to teach this event called Dotcom Secrets.” And I ended up getting about a hundred people to show up to Boise and for three days I taught the concept of the book. And what’s interesting, as I was teaching it I was like, “Oh crap, you need context. This doesn’t make sense. I need to explain this.” So I taught the whole thing, and after I got done I rearranged the outline and changed everything around until it was like, oh, here’s the book. Then I started over and rewrote the book and then boom, we have Dotcom Secrets, which I’m very proud of. So that was the first book and then I was like, “I will never write a book again.” There was so much pain associated. Of all the projects I’d ever done, that was 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 a funnel the way we do. But it wasn’t insane. I’m used to funnels where you launch it and they do a few million dollars out the gate. This one, you know, sold a ton of books, but it wasn’t short term, huge monetary success. But looking back at it now, five years later, it’s been huge monetary success. Because it was the indoctrination piece that got people to understand funnels, which then created the desire and the need for Clickfunnels. Anyway, so I get the book done, and I’m never going to write a book again. And then like a year later I’m at this mastermind meeting, which is actually happening again this weekend, it’s kind of funny. It was Joe Polishes mastermind meeting and I’m going and I get invited to this dinner the night before with a couple of people. So I’m at the dinner, and sitting across from me at the dinner is this guy named Dean Graziosi, some of you guys know Dean. I had been a fan of Dean’s for a long time, we’d met once or twice. He was the dude who was on infomercials for twenty years. I used to watch his infomercials and study him, and write the scripts out because I was a marketing nerd. And just loved what he was doing. So I’m sitting across from him and we’re talking and having all these conversations. And in the middle of this conversation about something completely different, I had this realization that was like, “You need to write a book and it’s going to be called Expert Secrets and somehow Dean’s going to help you. I’m not sure if it’s going to be an infomercial or something. But you need to write this book.” I’m like, oh crap. I don’t want to write a book. But I had bought that domain two or three years earlier, so I remember I went to bed that night and Dave Woodward was staying with me and I was just like, “I’m writing another book.” And he’s like, “What?” and we start talking about it and he’s freaking out, we’re freaking out. And so that started the journey. So guess what I did? I wrote an entire copy of the book, I was so excited. That was this time of the year, right now we’re in October. So then fast forward to the next summer, so it means I had spent six months writing this book. So that summer, I think it was June or July, I was at my family reunion and I was supposed to be going through the final edits of the draft to be able to send to my publisher. So I’m reading the drafts and as I’m reading it, I’m like two or three pages in and I had the same realization, “I’m not proud of this.” And I was like, no, I spent too much time on this. So I was like, it’s not right. And back then I was snapchatting, so I got on Snapchat Live and I said, “everyone, I’ve been writing this book for the last six or seven months, and I’m not proud of it.” So I highlighted the entire book, live on Snapchat, then deleted it and resaved the file, so it was gone, gone. It was the only copy I had. And I was like, “It’s gone.” And everyone was freaking out. I got people messaging me like, “No, Russell. I will pay you a thousand dollars to read that manuscript.” And I’m like, “No, it’s gone forever. I’m not proud of it. I don’t want it leaking out to the interwebs and people would be like, ‘oh that’s Russell’s book.” So I decided after that, I was like, “I need to do an event like last time.” So I called up my now, mini-inner circle at the time and said, “you guys, we’re doing an event in Boise next month. Boom, come to this event.” And I didn’t know where I was going to go, but I just knew that the event had a schedule, therefore I must figure out how to teach this concept in a really short period of time. And at the same time I was going to Kenya, so we’re flying to Kenya. On the flight to Kenya, on the gravel roads in Kenya and on the flight home from Kenya I am reading, mapping out, studying, planning, plotting, scheming, building out the framework for this book. And if you’ve read my books you know I doodle out every concept. So I’m doodling every single concept, putting them in chronological order, trying to get it the best I can. I land in Boise, coming home from Kenya, our flight got delayed by 36 hours, so it was a day late getting home, and my event was the next day. So I land, go to bed, wake up in the morning and I go to this event to teach the concepts again. I teach the Expert Secrets concepts over two days, and what’s fun, the same thing. I’m teaching stuff and some things make total sense to people, other things they get stuck and I have to reteach it, and redo the framework and I’m trying…. I remember one concept that I thought was going to take 10-15 minutes to explain, we ended up spending 3 hours on it in the group because we figure it out and how to make it simple and simplify it. Anyway, when that was done, then I took the outline and retweaked it and boom, I went back to writing and I wrote the Expert Secrets book. So there’s pass number two. So this time, and again I was like, “I will never write a book. I forgot how painful writing books are, and this was horrible. I’ll never write a book.” And literally, in the middle of the Expert Secrets launch, day two or day three, I get a message from John Reese who said, “Hey, would you be interested in buying Traffic Secrets from me?” And I was like, oh my gosh. This could be the trilogy. I could get a hardbound trilogy box set. I was like, this would be the greatest thing in the world. Dotcom Secrets, Expert Secrets, Traffic Secrets, and then my podcast, which you see is Marketing Secrets, and Marketing Secrets is like the daily what’s happening in the world right now, thoughts on top of the conscious mind. And the other books are like the foundational cornerstones, that are the evergreen pieces that never change. And I was just like, “I have to buy this.” And emotionally I bought it, which means you spend a lot more money than you should. But I knew that that was book number three. So now fast forward, we’re a year and a half past the Expert Secrets launching. It sold hundreds of thousands of copies, it’s changed a lot of people’s lives and it’s helped people’s funnels grow, which is really, really good. And now I’m sitting here and trying to figure out this third book. And I was like, “should I start writing?” and I’m like, “No, I must do an event first.” So I called up all my Inner Circle and Two Comma Club X members and said, “You know what, I’m going to offer something I wasn’t doing before and we’re doing an event and it’s going to be amazing.” So the next thing we know, now we’re in…. Sorry my car is super loud, and I’m super late for the dentist. So next thing we know, I’m in Arizona and for two day we’re teaching the Traffic Secrets book. And it was fun, it was the same concept. Monday I came in and started doodling it out, had the framework, the doodles the things. I spent Monday, Tuesday and all day Wednesday doodling, sketching, putting together a process, putting together a framework, and then Thursday morning stepped onstage and started teaching the Traffic Secrets book. And I taught it Thursday and taught it Friday and yeah, it turned out good. And now I know what shifts and changes and things I need to move around. And now the writing process begins, but it was really, really cool. So I wanted to share with you guys because that is my process. I know a lot of you guys are struggling, how do you teach content? How do you write books? How do you blah, blah, blah? And for me it’s all aobut like, first off I basically gotta write an outline, here’s an outline of what I’m going to create. Number two is I build the framework, for me the frameworks are these doodles. So I doodle out here’s the framework of what I’m trying to teach, the conceptual thing. And then for me now, what I’ve found, the shortcut is get a bunch of people in a room and teach it. And if you teach it, it’s cool because people sitting in a room don’t have context. So it’s like if you explain something and they’re like, “I have no idea what you’re talking about, you’re like, “Oh my gosh, I need to explain that earlier in the book or it’s not going to make sense.” So that’s kind of how I do my process. So I’m going to do another episode in the near future about frameworks, because Steven Larsen and I were talking about, he’s like, ‘The thing you’re the best at is building out frameworks. You’re like the framework king. Everyone needs to become framework kings because when you have the framework it’s easy to teach off. But how do you actually build the framework?” You know my process has been going back twenty, forty, fifty years in the past, learning from the best direct response marketers of all time, figuring out what the frameworks are, bringing them to modern day, and then creating frameworks now all of us can go and use in our world, in our businesses, and things like that. So anyway, it’s just kind of interesting, so I wanted to share that with you guys and hopefully give you some ideas. For those who are stressed out, “Russell can write a book because he’s Russell.” It’s like, no Russell struggles writing books more than anybody. So what he does is this process and how it works. Anyway, I hope that helps. With that said, you guys, I’m almost to the dentist. I’m going to bounce. Thank you so much for listening and I hope you guys are getting excited for the third book. I have to have to the publisher by May 1st, we’re also re publishing Dotcom Secrets and Expert Secrets. I’m going to be adding about a hundred pages to each book, and we’re republishing them as hardbound books and it’s going to come when we launch next September, I think it’s my launch date. They’re going to come in like a box set, which is the coolest thing ever. It’s like the Star Wars trilogy, only cooler. Or Lord of the Rings trilogy, but even cooler. It’s the Secrets trilogy. Alright you guys, be sure to get prepared and excited and ready to buy this when it’s ready because you’re going to love it. It’s going to be amazing, I promise you I’m killing myself to make sure the books are great for you guys. Appreciate you all, thanks so much for everything and we’ll talk to you guys soon. Bye everybody.
Aired 2 months ago 2:05
Mountain View passes corporate tax that will cost Google millions of dollars
You're listening to the spoken edition of the San Francisco Chronicle. Mountain View passes corporate tax that will cost Google millions of dollars by Rowland Lee from business Mountainview voters passed a business tax on Tuesday that will largely affect its hometown tech giant and biggest employer. Google nearly seventy percent of voters back Mischer p which implements a per employee. Your business license tax that ranges from five dollars to one hundred fifty dollars per worker rising with the size of the company. Businesses will also pay flat fee of seventy five dollars a year, Google and its corporate parent alphabet will pay over three million dollars a year, contributing more than half of the taxes estimated revenue of six million dollars. The measure was one of two major bay area corporate tax measures that one on Tuesday, San Francisco voters also passed proposition C, which imposes a gross receipts tax on companies making fifty million dollars or more in revenue large tech companies including sale. Force and square will pay tens of millions of dollars each year under prop see it's unclear how much Google would pay San Francisco, though, companies with proportionately fewer employees and revenue in the city pay less tax the revenue is to fund homelessness services and housing more than twenty thousand Google employees work in Mountain View. According to real estate research firm co-star the company has a major office and housing expansion plan in mountain views north Bayshore area, Google, which didn't take a position on measure p declined to comment mountain views existing business tax generated about two hundred fifty thousand dollars per year hadn't changed since nineteen fifty four. The new tax will be phased in beginning. In twenty twenty the city council passed a resolution that requires eighty percent of the new funding to go to transit improvements and ten percent affordable housing with the remaining ten percent for general funding.
San Francisco Chronicle Business & Technology News - Spoken Edition
Aired 3 months ago 9:56
Lotteries And Happiness
Earlier this week the mega millions jackpot got up to one point six billion dollars. But Stacey ni- both got kind of lazy, and we did not get around to buying those lottery. Tickets busy week. I know things to do. Well, somebody else in South Carolina one instead congrats to that person. And, you know, court if you're just kind of joking around like well, the chances of winning are miniscule and in winning such a drag right because then everybody's hitting for money. And all of a sudden, you don't know who your real friends are, you know, really money does not buy happiness anyway that being said, I would not mind testing the proposition, right? One way to find out people. That's true. I would not mind proposition out either. But seriously, there is actually an idea in psychology. And I love this term so much. It is the Don acc- treadmill? And this is the idea that when something really great happens to winning the lottery, you're really happy at for a senior happiness goes up. But then eventually you just get used to your new life, and you go back to your baseline level of happiness in. This is actually a really Holly debated topic in comics is well this question of whether the Dominic treadmill is a real thing. I mean, could it be true that if you suddenly get a lot more money, you just change what you expect that of life. And then you're not happier than you were before. It's too sad concept. I think, you know, listen, if someone wants to give us all of their money, I we could we could try that out here at the indicator and see and do this experiment. Ourselves not gonna say, no. So you know, anybody out there? We are. We are very willing lab rats. This is the indicator from planet money. I'm Stacey Vanik Smith, and I'm Garcia today and the show lotteries and happiness. Support for this podcast and the following message come from swell. Investing. Would you rather invest for high growth or solve global challenges? Swelled aims to do. Both. Invest in green tech, clean water and more. Visit swell investing dot com slash NPR for fifty dollar bonus. Support also comes from SAP. Concur employees can submit expenses from anywhere. It's how the best run businesses make their expenses run better SAP. Concur. Learn more at concur dot com slash NPR. I'm Eric can Chris. I'm professor economics of this stocking university, Sweden, Eric and his co authors published a big study earlier this year that looked at thousands of people in Sweden who have played the lottery in the last few decades. And then Eric compared the lottery winners and how they felt to the people who bought lottery tickets, but did not win an Eric's research looked specifically at the long term effects of having won the lottery, so it measured. How people felt? Starting five years after they'd played the lottery all the way through twenty two years after they'd played. And so they could see whether any effect of winning the lottery would diminish her go away over time. And crucially, the study did not just ask people. How happy they were in the years after they played the lottery it also asked him how satisfied they were with their lives. This questions may seem sinner the art for dissimilar. But there is a difference in the sense that when you ask people about happiness, you all them about an emotion how they feed whereas if you also have satisfied with the lives, probably people kind of take a step back and think about what the have in the lives in more detached matter. So these are two different measures of happiness one is how happy you feel from moment to moment. And the other one is how satisfied you are with your life overall, how you regard your life. And it turns out that winning the lottery has a different effect on these two measures. So. After five years people who won the lottery were more satisfied with their lives and not only that. But the effect did not wear off over time. There was no evidence. Yeah. It was no evidence that had done treadmills. Just stuck you ran right past it or whatever. In your gold plated lawn chair contemplating life so much better than sitting near plastic lawn chair contemplating life. Yup. And winning the lottery made them feel more satisfied for years and even decades after they won. But did it make people feel happier? And this is interesting because the answer is not really. In fact, the measured affect of winning the lottery on people's happiness was so small that Eric could not rule out the possibility that winning the lottery had no effect at all on how happy people feel that makes me feel so much better about not having purchased a lottery ticket other people's lack of happiness victory. Happy. This very interesting to me because it sounds like what you're saying. Is that if I look at my overall situation, I am a lot more likely to think that things are good because I've got more money. Maybe I have fewer stresses of having to pay bills. I'm not as worried about sending my kid to a good school or taking or child care or things like that. But in like moment to moment, I'm not going to be in some elevated state of nirvana or happiness, or whatever. Just because I won the lottery. That's what be fine. And we also find that. If you look at other aspects of your life, south this five yard with your friends, your family society, these kinds of things that there's no effect on anything. It seems like the main driver of this increase in overall live such as faction is ju- to affect on your financial life set such what Erica saying here is that the study also ask. People how satisfied they were after winning the lottery with individual parts of their lives. How satisfied they were with their friends and family and society. The idea was to try to identify exactly which parts of their lives were causing their overall life satisfaction to go up, and it turned out that nearly all of their increased overall satisfaction was caused by feeling more satisfied with their financial situation, although financial satisfaction doesn't feel like nothin'. It's obviously isn't in this case. Yeah. But this is a really important point. When you think about what happens to people who win the lottery. So remember if you win the lottery, you get a choice either you can get paid out in smaller installments every year for you know, decades like an annuity until you've received the whole jackpot or you can be paid out in one lump sum all at the beginning. And if you choose to accept the smaller installments every year, you won't be able to overspend all your new money, maybe even run out of money. I mean, we've all read those stories of people who go bankrupt after a few years. Once they win. So if you get paid in instalments, at least, you're guaranteed to still be richer over time, these even if you blow all your money for one year the next year, you'll still get paid again until you remain satisfied with your financial life more than before you one. At least Eric actually doesn't buy that though, he doesn't by the you should necessarily take installments instead of a lump sum. So there is this very strong idea that too often hear that people win the lottery that just squander the money within a few years. So they just traveled to our spend all the money and then have enough on their on happy. We don't see that data. So when we look at how people spending money they seem to spread out how spend this money over an extensive period of time. And this is also the just on the lump sum prize. So doesn't seem to matter. Whether they win an annuity or a lump surprise this. Pundit and a similar fashion. This our results goals against these idea that lottery winners just come humble their wealth lump sum. Stacey year nee oh lump sum. Yes. I manage my own money. Thank you very much. I think I'd want to tie hands to be honest, really with the nudity. I think I'd want to do that. So there you have it some usual caveats about drawing conclusions from just one study this one did look at people who won lotteries worth several hundred thousand dollars not people who want a one point six billion dollar jackpot that might be a totally different experience. And Eric also says that we don't know how much of the satisfaction. We get from winning is because our absolute wealth level just went up versus the fact that we now have more money than other people more relative wealth. I think that's the more important thing. Is hard to say because when you win the lottery, they both go up. So we don't know that's true. But overall, the study is just one more piece of evidence that winning the lottery will make you more satisfied with your life. And in fact, you will stay satisfied. And maybe now that we know this card if we should go by Powerball ticket that one's up to seven hundred fifty million dollars. Yep. We should probably I mean. Well, statistically, it's a terrible idea. Get a coffee instead. Finally, we just wanna remind everybody that your chances of winning one of these massive jackpots are vanishingly small, right? We don't give a lot of advice on this show that we are comfortable enough saying that you should not spend money that you need for other things like coffee. Yeah. Or you know, food and rent on lottery. Tickets don't do it too bad bet. I feel like I can stand by advice. Hey, by the way, everybody the indicator is looking for an intern. So if you're a recent college graduate, and you might be interested to NPR dot org slash money, and you can apply there.
The Indicator from Planet Money