My Plan To Build A $100M Per Year Business From Scratch
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Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. And oh, do I have a treat for you today. So are you ever curious, like what would Russell do if he was trying to build a new business to $100 million a year? What would be the step-by-step process? Well, good news is, as I've explained it three times in the last year, once was the Pirate's Cove to my Category Kings and Atlas members who paid $250,000. Second time was in a deck in Dave Maynard Circle members, and

who all paid $50,000 to be there. And the third time was at Funnel Hacking Live 9 I did on stage. And the one I did at Funnel Hacking Live 9, basically we had about, it was about an hour long. And I'm not going to give you that one because that one, you know, this podcast and my podcast is typically, you know, 20, 30 minutes long. So the one I did at Deck in a Day, I kind of walked through the process. And I want to give that to you because I think it'll help you guys to kind of see

like what I'm doing, like why we do the linchpin, why it's so important, how we're using it to scale and grow our companies and a whole bunch of other stuff. And so I'm going to give you that version. But if you want to see like the full out, like long one from Funnel Hacking Live, there's only one way to do it. Okay. We don't normally sell replays of Funnel Hacking Live and stuff like that. But coming up here in a couple of weeks, I'm doing a new event called Two Comic Club Live Linchpin Edition.

The first time we did a Two Common Club Live event was during the pandemic and it was amazing. Obviously, that presentation got shut down because that event got shut down when the pandemic was over. And so now we're doing a new one. It's called Two Common Club Live Lunchpin Edition. And basically, I'm taking all the core presentations from Funnel Hacking Live 9 as well as like a dozen other amazing presentations. We're not at Funnel Hacking Live. We're doing a three-day virtual event.

It's going to be so much fun. And so if you want to see the full long, you know, full version of my 90 minute or 60 minute presentation teaching how I'm going to go from zero to a hundred million dollars, you can get the whole thing with the slides and everything there at the event. The coolest thing about this event is this is a, some of you guys have seen me do events like this in the past. And it's really cool because

Some of those things where the event is worth 300 bucks easily, but I'm not going to charge you guys for the event upfront. In fact, all you gotta do is you gotta go to 2comiclublive.com and go sign up, put your credit card in, and then you can have a chance to go through the entire event. And then when the event's over, if you like it, then you can pay. And if you don't like it, you don't have to pay anything. So it's kind of like a risk reversal because I want to make sure that you guys love it as much as I think you're going to love it. But it gives you the chance to literally sit through, I don't know, 80% of Funnel Hacking Live, the last one, plus a whole bunch of new presentations and more on Funnel Hacking Live.

And it's awesome. And so basically the option is you sign up right now, you put your credit card in, $0 now, and then when the event's over, if you like it, you pay $197. So you can literally go and just sign up, go through the event, and then cancel, and then you don't pay anything at all. Or you can, again, after the event's over, if you like it, you pay basically $200. Or there's also a prepay option where you save $50 for $150. You prepay and you get the whole thing, and you get the replays for about a couple weeks. So anyway...

It's worth going to. We got almost a thousand people already registered for it. It's going to be a really fun virtual event that I'm going to be hosting. It's not just watching random videos. I'm literally going to be from Boise headquarters streaming live. The dates are February 7th through 9th. So yeah, I would recommend go get your ticket to comma club live.com. T W O C O M M A C L U B L I V E.com to comma club live all spelled out. This is the one time you're

virtual event. It's going to be so much fun. So if you want to understand linchpin even deeper, please come to that. Uh, with that said, on the list, you have a chance to listen to this presentation, um, about 20 minute presentation of me showing how I'm using linchpin to grow secrets of success. And I hope you love it. And I hope you come with, hang out with us, um, to go really, really deep in the linchpin over at twocomiclublive.com. Thanks so much. And I hope you enjoy this presentation.

So at the end of the Atlas group, we had like a two-hour window before it ended. And everyone's like, well, we're out of stuff to do. What do you guys want to talk about? And they're like, tell us how you're going to launch six speakers. And Eileen was interesting. Eileen's like, I think it's impossible to do a $100 million a year business that's not a software company. I was like, oh, that's a huge false belief. It's totally possible. And so they're like, well, show us how you're going to do secrets to success. I'm like, okay, it'll be easy. So this is my model, my plan. And I think my goal is to get...

million dollars within 24 months of MRR, right? Or yeah, ARR. So a hundred million dollar year annual recurring revenue is the goal with it. So that was kind of thought exercise. And we're trying to reverse engineer the math numbers I don't have in front of me. So maybe you'll remember it better than I can, but so yeah,

All right. Should we do it? You guys want to see Lynchpin at a hundred million in 24 months. Okay. So step number one then is like, what are we actually selling? And unfortunately for most of us, me specifically is I always start with like, what's the funnel going to be? But,

With this, I was like, we need to make sure the product's really, really good. Like, what's that actually going to look like? And so, and we've, and Justin's been closing these deals like crazy. We've got Napoleon Hill Foundation. We've got Nightingale Conan. Like, we got, it's exciting. And so, first thing is, like, the actual membership site, right? So, here's what it looks like. Secrets of Success. You guys know I love my side menus where we've got different tiers. So, right now, we're leading with...

with two tiers of continuity, and eventually we'll be opening up a third. A couple things is like the power of software continuity is software is sticky, right? Somebody signs up and they're less likely to leave. The problem with info product continuity is like when someone has info products, if you cancel, you...

You know, it's not, there's no pain to disconnect there. That was always the biggest problem with, um, with Dan Kennedy using his letter was just like, there's no pain to disconnect. So I'm like, how do we create pain to disconnect inside of a continuity program? And there's a couple of ways I've seen that work really well. One, which goes against my selling model. So I'm not using it, but it's like the front end is like, you charge $500 for, to get into the program. Then it's nice and dollars a month. And that keeps people in because if they cancel, they got to pay 500 to get back in. You know what I mean? Um, but that goes against the MIFC thing. So I don't,

We're not doing that, but that's one way that keeps people sticking longer because if they cancel, they've got to pay $500 to get back in. So there's that pain of if I just can't come back in, it's going to cost a lot, right? The second one is when we're thinking through this is Audible's model. And Audible sells credits, right? So you have credits, unlock audiobooks. But if you cancel...

Well, in my world, it'll go away. So what will happen is when someone joins Secret of Success, there's kind of two pieces here. Sorry, I wasn't prepared for this. I'm going to jump around a little bit. We'll edit it and put it in chronological order later. So if you follow like Stu McLaren's methodology with membership sites, the most important thing you can possibly have is a success path, right?

One of the mistakes that I make and other people make is you have a membership site and it's like, here's a billion things. You have access to everything, right? It's like paying for a library card. No one pays for a library card because you walk in and everything's there, right? So students, the most powerful thing in a membership site is a success path. So first thing is you come to see your success and there will be a success path that takes you through these trainings that you go through.

and so on and so forth. So a success path. Our plan with these trainings are to be facilitated trainings, which how many of you saw the two linchpin events we've done so far? We're taking Garrett White's facilitated model and doing it live in two Common Club X coaching programs and it's working insanely well. This is not going to be done in nine minutes.

Anyway, so we'll put a thumb in that. It's awesome. So we're going to be doing that, right? These will be facilitated training. So someone will come in there and it's like first training, go in there, they jump on, it's a one-day event teaching people the core things. They'll graduate from that one, they'll take them to the next step and take them through the success path, which hopefully will take them three, four, five months to get through the whole thing. But it's the thing that's moving them through the process, right? And the goal is getting them engaged, moving through a process while you get them to stick with the community. People join continuity for a hook, they stick for the community, right?

So that's the first part. This is the training cycle to get them connected. Now we've got to get them connected to the community. And so the other piece, and because I like, me personally, I like having lots of stuff, the second piece of this is going to be a library. So when you log in, it'll appear, it'll be like home, and there's a tab that says library, and then there'll be a couple other things. So you'll see the library tab, you click on it, and it pops you over to a page called

And on that page, have you seen these pages yet? I'm learning. I'll have to show you tonight. They're beautiful. Anyway, I have all my favorite authors, like Napoleon Hill, Orson Sweet-Mard, and all my favorite authors are here. Elise Lincoln Benedict. Anyway, all the authors we have. And then underneath there, it's like, oh, we have three Napoleon Hill courses. We got two from Orson Sweet-Mard. So we have all the courses, right? And so what happens is when you join the member site, each month you get two credits, like audible credits, right? So it's like, you have two credits. Go pick which courses you want. It's like, oh, I want to go to Napoleon Hill. I want to go listen to Maxwell Maltz.

What's cool is like some of the stuff right now, Jenny's got a team where we're taking all these little books I've been buying. We're scanning them and we've got a team doing audio books. And so you can like these books that are unpublishable, unfindable. You'll be logging, like get the PDF and the audio book and listen to them. Or a bunch of Napoleon Hill stuff, Justin Close, the Napoleon Hill Foundation. So they're sending us all Napoleon Hill's unpublished works. And those are going in here. Also the audio book and PDF. So you can read and listen to those. You come here. It's just like a library of like what I want to learn this month. And so you'll have two credits.

So that gives you the ability to like have really cool things. And what happens, you're unlocking books. If you can't membership, they all disappear. And so if you want to come back later, it's like, Oh, I've lost all my books. I don't want to lose the pain and disconnect right now. It's pain disconnect. Cause you're building your library. You don't want to lose these things. Um, and the second thing is community. How do you community? So what's going to happen is each month,

collectively as a community, we're going to pick one thing to go through. So if you get two credits each month, one, you go get like whatever one you want to learn, but like, Hey, we're all going through, um, brain knowledge of the else that you can benefit this month. So buy your second credit, that one. So everyone gets the same credit. And then we have a whole book club. We come in here and it's like, we're reading the book that we're talking about. We're doing live trainings, like just geeking out and like build this community of people geeking out on, on a book and a topic and just having fun.

So that's how, while they're going to success path, we build community connections, stick, and, um, and then building something where if they, if they lose, there's pain to disconnect. So that was the first goal is like trying to create that site. So it's just like amazing. And so this is like mostly done right now. All nine yellow corner stuff we're getting in here. Um, anyway, and it, it'll be a growing library cause we still have tons of stuff coming from them. Um, anyway, so there's step one is just making a really good continuity program. Okay. So that's step number one.

Step number two, then we need a really, really good MIFC. Where do you hear about this? That's awesome. And I don't think Jenny's gone. We probably don't have it in here. I'll go find. Do we, you know what's out? Okay. So the MIFC is like a couple of things. Like, obviously it's like an irresistible offer. That's that,

You got to have, right? And so the first thing we did is the most famous personal development book in the world is Think and Grow Rich by, what's his name again? Napoleon Hill, the man. And so we did a deal with the Napoleon Hill Foundation where they let me make my own version. So I wrote the foreword for it. I designed the cover and the wrapper. So it's like the Russell Brunson version of Think and Grow Rich. So we get that as part of MIFGI. So we got Think and Grow Rich.

And then I'm like, well, you can buy things anywhere though. So it's kind of cool. Like how do we make it so it's irresistible? And so there's two other Napoleon Hill things that are unpublished. Nobody has access to them. One's called, it'll place you wherever you wish to be amongst men. This is the MIFG that Napoleon Hill used for the Napoleon Hill magazine way back in 1919. He was back in the day.

back in 1990, you could buy this book from him for $50 or you get it for free when you subscribe to his magazine. And $50 back in 1919 is about $3,000 today. So he was using the same stuff where you're like, this is his book, it's $3,000 or you get it for free if you join my continuity program.

Like I'm just copying Napoleon Hill. Anyway, so that was his, so that book is, we republished that one, Lessons in Applied Psychology subtitle. And then the third one is Don Green. Every month, he's the guy that runs the Napoleon Hill Foundation. Ever since Justin closed the deal, every month, actually every week, I get a box from him in the mail with just random stuff. Napoleon Hill pictures and books and records and we got old movie tapes. And anyway, one of them came this like unpublished manuscript he wrote called The Secrets of Master Salesmanship.

which he titled his secrets. They're like, come on, I love this guy. But it's like, it's like how to sell through anyway. So like we got the rights and we published that. So this is a MIFC that you get this, the two books you can't get anywhere else on the planet. And then think and grow rich, which is most popular. And that is the MIFC with a bunch of other digital stuff, but that's phase number two. So it's the MIFC that gets people into that, right? So they'll pay free plus shipping. They get a four day trial of continuity. And that's kind of the first thing. So the, the,

Okay, so that's kind of the game plan right now. MIFKI, this should be done post-Funnel Hacking Live in like two weeks, within 14 days of Funnel Hacking Live. Steph and I are racing. We're both going to be launching something. But this will be our initial MIFKI launch that we're promoting it to. So we'll promote it. Justin's lining up the Dream 100, trying to get as many people as possible. We're not doing like a set like this launch is June 13th. We're trying to do like kind of a rolling launch where everyone's promoting it as soon as they can. We are building out a two-tier affiliate program. So the goal is I think first tier is 35%.

The second year would be 10%. So as soon as somebody promotes this thing, boom, and they get a whole bunch of people coming in. They'll be like, who are your friends but also want this? And then introduce us. You get 10% and we set it up. And so we'll create a whole affiliate army all promoting this like crazy. And that's kind of the goal right there.

Two minutes left. Okay. We're only through step number two of the thing. But that's kind of game plan is we're all promoting here. We have an email newsletter. Ours is actually going to be a daily email newsletter that's happening to all the leads coming through, all talking about stuff inside the membership site. And there also will be a $97 a month level and eventually we'll have a $297 a month level. Based on the math that we know, typically what happens is about...

Let's say you get a hundred people to sign up for the nice $7. You get about 10% of people to upgrade there. So based on our math, it was like, I think it's like 30 or 40,000 members between this and this. And then the continuity in the back end was like 2% buying the, the high end future self coaching. I think it was 30,000 active members gets us to a hundred million dollars a year. If I remember right, it's 30,000 active members at nice and large month gives us

3,000-ish at $297 a month and gives us whatever 2% of that at $25K a year. It ends up being about $100 million a year of ARR. Okay, so then MIFCI launch happens. It's all going well. Traffic's coming in. And then the next phase in this thing called the linchpin in my last one minute, four seconds is then...

Then we come through and then we start doing challenges. So we have rice in the foundation. Think and grow rich challenge. I'm a little personal role. It can do that. So when you think roads challenge, everyone will register. So all these affiliates from probably the Mifki will then come back and we're like, Hey guys, you're making a ton of money off this thing right now. We're doing thinking growers challenge. You should all promote it. So then everyone promotes secrets challenge, which then pushes people to thank you page Mifki. And we get a whole bunch of people there. And then from there here, we sell the $297 level at higher, which gets this,

This is where we get the 10% of people getting the higher level. That's the growth challenge. That would be month number one. Then month number two, we do the mental dynamite challenge or the science of success challenge or the – anyway, we just keep rotating through different challenges based on book titles from Napoleon Hill. And eventually, it could be other ones. We could do Maxwell Maltz. We could do Earl Nightingale. We could do – but it's just pulling in –

people that are awesome and doing a challenge based on their thing and push people in. And then we just keep doing that forever. And then eventually we do a big, huge, uh, round peg square holes, virtual event. This is amazing. People come and we,

My vision I want to do long term is having Funnel Hacking Live and then six months later I do the Secret Success event and those are my two events I do each year. Boom, boom, back and forth. This one comes all personal development and the end up with some people in the future self-coaching and boom, $100 million a year in 24 months with 18 seconds to go. No, I'm 18 seconds over. What do you guys think, huh? Yeah!

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But the keys are obviously it's like, it's like, this is the number, right? It's metric is how many people are monthly. Was it 30,000 or 50,000 based on numbers? You remember that I shared in the thing for what? To get to a hundred million dollars a year. Cause basically it was, it was this number at 10% or at $297 a month. And like two and a half percent, 50,000 was 50,000. Cause 50,000 members, a goal and 50,000 is the failure. Oh yeah. Yeah. $50,000. If 50,000 members, we fail and we do a hundred million a year. That's right. That's what it was.

But it's very formulaic. When you look at Lynchpin as a whole, it's very formulaic, systematic. Just like really continuity. It's sticky. Miffy gets people in. Drive a bunch of leads there and then start doing dramatic demonstrations to fill the dramatic demonstrations. And so we just keep doing this. And then having a really good – one of my big things I talk about with Category Kings and Atlas Group is like we have to get better at creating better offers for our affiliates.

And so like we got to make really good offers for affiliates where they will want to promote because then it's not just us driving traffic. We got a whole army of people driving traffic as well. And that's kind of game plan. Is the coaching continuity too or is it like a high ticket? It'd be a high ticket, yeah. $25,000 a year. So it's continuity, $25,000 a year or whatever, $20,000 a year, whatever the thing is. But yeah, yeah. When you targeted the $100 million, is it just based on the $97,297? Oh, cool.

Factoring the coaching, yeah. It's basically figuring out other members who we have here. 10% are here. I think it was 2% or 2.5% that signed up for high-end coaching. Okay. Yeah. That was the three things you have. So this is what the box – this is not the end version. This box actually was the really crazy one. But there's the Think and Grow Rich with the four by Russell Brunson. Ooh, how many of you guys want this? Just go to secretsthest.com. Just kidding. So that's the Think and Grow Rich book.

And this is like, we found a really cool artist from I think Belarus or something who did this thing. And I've had him do a design of this for every one of these authors that are republishing. So if you go to secretsofsuccess.com and click on the authors tab, you'll see all the ones he's done. There's like 20 or something he's done. But we're getting like every, all my people done in this design that we can do tons of books with like, this is like our brand of each of the authors' faces and stuff, which is, I think the design is really cool. If you have time at the end too, he read the foreword at Atlas. And it's pretty cool.

Pretty cool to hear him read his board. Oh, duh. Can I do one more thing? Oh, sorry. You okay if I over-deliver? You guys okay with that? Yeah. I have a thing. I think this is like the future of continuity funnels. This came out of like a whole bunch of brainstorming. It's like so simple. When you think about it later, you're like, oh, of course, this is like the easiest thing in the world. But I think this is like, this is going to, the way we structure the MIFKI funnel, I think is the key to a big part of this. So if you look at...

Okay, so there's Mifki Funnel, and you guys know it's free plus shipping. Obviously, we'll have some kind of order form bump. In the past when I've done continuity offers, a lot of times I'll have like, let's say it's $97 a month or $99.70 a year, right? And so we can buy yearly. And what typically happens is a breakdown. It's usually like $90.10, so 10% of people will pay up front, which is great, right? It helps cover ad costs and stuff like that. But I was like, the thought was like, what if instead of doing that, what if, so we only offer the trial here.

Right. And then if our goal is to give people yearly, how do we make that a better irresistible offer? Because right now it's just like, here's a continuity program or get too much for free when you, whatever. Right. So I'm like, what if we made this offer really, really good? And so what we do instead, I don't think it's in here. Yeah, it's not in here. Um, there's another, um, uh, there's another unpublished book I got from, um,

for Napoleon Hill called the hand of destiny. And, uh, the guy that I bought the manuscript from, he's charged people $10,000 a day to come to his house and to read the manuscript. Uh, he sold me the manuscript for, well, initially my initial quote was he wanted $10,000 per page of this manuscript. I negotiated down. I literally paid $5,000 per page of this manuscript. So that was the cost that I paid for this book. And so we took that entire manuscript and, um, do we have one here?

The Hand of Destiny one? Oh, there's one in my office right under the TV. So the way we designed it...

Sorry. The way we designed it, basically when you open the book, you'll see the left-hand side is the actual scanned copy of Napoleon Hill. It's cool because it's his notes and editing. There are pages or headlines he didn't like, so we type it on typewriter and cut it and then literally glue it on top of it. It's just cool to read through and see it. So the book you open, the left-hand side, you see the actual manuscript of his edits, his everything. And the right-hand side, our team –

based on Napoleon Hill's edits, did it. So you can see the original, the other one. So you can read it as you flip through. You see left-hand side, right-hand side. It's the entire book. And then we printed it in old paper and we did it where we didn't... So back in the day, the way they would print stuff, they would print it and they'd fold it all up and then they would cut the...

the pages, but a lot of times you buy books, a lot of the old books I buy now, um, the pages were never cut. So you'd live like rip each page apart. And so we printed this to be that way where like the pages are like, you have to like break each page. It's really, it's just like a cool old experience. And so my plan was to sell the book for a thousand dollars. That was the whole plan. And I was like, wait, what if that book was free? If you upgraded and pay nine 97 for the year, right?

I bet you, I don't know yet. Again, 10% of people would buy in funnel. I bet we get 30% of the people to prepay with that. And if we do that, the metrics are insane. Um, we can spend our ability to spend is off, off the, off the wall. So that's the, that's what's happening. The funnel, if this works, half of what I think I do, we're going to rebuild all the quick funnels things. Same thing. Like how to make it irresistible off and get people pay prepay for a year. Um, and have it right there in funnel while the most excited, most likely to buy and stick, you know? Um,

Here's the other books. Here's the Secrets of Master Salesmanship. Here's It'll Place You Where You Wish to Be Amongst Men, both unpublished Napoleon Hill books. And so that's basically, that's the core part of the MIFC is I'll be getting that stuff right there. Anyway. Who wants that? Yeah. Pre-sign up right now. Anything else? I think that's it, yeah. We did it. It took us 20 minutes. That was close, though. That was awesome.

All right, guys. I hope you guys enjoyed that. Hopefully you got the wheels of your head spinning. If you really want to go deep in this linchpin, again, you've heard me say it over and over and over again. The linchpin is the way. This is the secret. This is the future. This is what we're doing. It's the only way we're still growing and scaling in today's crazy marketplace with the cost of ads is by implementing linchpin.

And it's something you should be part of. So Two Comic Club Live, Lynchpin Edition is happening February 7th, 8th, and 9th, streaming directly into your home. It's a really cool reverse offer. It's called Invisible Funnel, basically. So those who have read my books, you know what Invisible Funnel is. But you put your credit card in, you attend the event, and then if you like the event, after it's over, you pay $200. If you don't like it, you let me know, and you get billed nothing. So that's the game plan. Come hang out with us.

uh, two comical by linchpin edition. We're gonna go deep into everything about the linchpin step by step. And, uh, I think you're gonna love it. So that's what I got. Thank you guys so much. I appreciate you. And we'll talk to you soon. Bye everybody.