How Books are the Key to Growing ClickFunnels featuring Russell Brunson

Over the past 15 years, Russell Brunson has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.

 

Listen to this informative Publish. Promote. Profit. episode with Russell Brunson about the key to growing ClickFunnels.

 

Here are some of the beneficial topics covered on this week’s show:

– How you don’t need to love the process of writing to become an author.

– Why the written word is one of the most important things we have as a society.

– How everything eventually funnels down into ClickFunnels.

– Why writing a book can help turned churned prospects into clients.

– How the best way to sell a book is to sell it for free.

 

Connect with Brunson:

Links Mentioned:
clickfunnels.com

marketingsecrets.com

Guest Contact Info:
Twitter
@russellbrunson
Instagram
@russellbrunson
Facebook
facebook.com/RussellBrunsonLIVE
LinkedIn

linkedin.com/in/russellbrunson

Rob Kosberg:

Hey, welcome everybody. It’s Rob here with another episode of our Publish. Promote. Profit. podcast, a very special episode. This is part of our special series on my book funnel, and I have a great guest, a great friend, and mentor. And in ways, the father of certainly, the modern book funnel and that’s Russell Brunson of ClickFunnels. Russell is a New York times and Wall Street Journal bestselling, author of three books, DotCom Secrets, Expert Secrets, Traffic Secrets. Maybe many of you listening have bought one or all or more of those books. They are behind me all on the bookshelves, a constant resource. He’s built a following of millions of entrepreneurs. And of course is the co-founder of a company many of us know and love ClickFunnels, which probably is a billion dollars or more valuation. Don’t want to embarrass you with that. But you know better than me, which tens, hundreds of thousands of us use. I’ve been a beta user of ClickFunnels since the very early days. I love it.

Russell Brunson:

Very beginning.

Rob Kosberg:

Everything we do and build is in ClickFunnels. So Russell brother, thank you. Thank you for being on this and taking some time.

Russell Brunson:

Oh, no worries, man. So good to see you. And this is the topic that’s dear in my heart. It should be fun to talk about it, I’m excited.

Rob Kosberg:

Very cool, maybe we were talking about this, just off the recording for a moment, maybe that’s the best way to start. A lot of people think, that to be an author, you need to love the process of writing. You need to embrace it. And, for those of us that know you, you don’t, I mean, you’ve written a number of books, Wall Street Journal, New York times bestsellers. Talk a little bit about that part of it, the difficulty and why you continue.

Russell Brunson:

Yeah. Books are of all the things I do by far the hardest mentally, physically, emotionally, all the things. And honestly, when you look, you make 10 bucks off a book and you put that much time into it, their ROI is hard to see directly. Then there’s a lot of… we’ll talk about this, the long term ROI is huge, but it’s just hard. I remember I was talking to Ryan Holiday, who’s a real author. He tells me, he writes a book and the day he finishes the first book, he starts the next one the same day so that way there’s no lag. I’m like, “Oh, I’m not that way at all.”

 

I finished it and then I detach from the world. But also the reason… And I’m working on my fourth book right now, which is called the Secrets of Success. And this is my first personal development book, but I’m obsessed with books. I don’t even know if you know this yet I’m actually building a 20,000 square foot library behind us in the three lots back here.

 

I’m a collector of books. I collect old books. I have probably one of the biggest rare LDS Mormon book collection in the world. One of the biggest, if not the biggest personal development book collection. I collect old books from Napoleon Hill. I have first editions of all of his work.

 

Anyways, I’m OCD. In fact, I know you’re coming to Boise probably in a week, if you want maybe I can swing by, I can show you, I have an office just for books, a 3000 square foot office, just holding my books separately from this one.

 

I love books. I’m obsessed with them. And the reason why, and this is a big epiphany I’ve had over the last probably 12 months or so think, if you think about every other form of content, right? Everything else dies. We do funnel hacking live. We do this big, huge seminar. It’s amazing. We change people’s lives. And then the seminar ends and it dies.

 

It all disappears. Of all things I’ve ever created this book DotCom Secrets, Expert Secret, Traffic Secrets they keep living. They live beyond themselves. Napoleon Hill, I’m reading his books, 150 years later, I still have them.

 

And I look at, the people that we forget about, they die and their legacy dies. It’s because they were great content guys. They were great on radio. They have audio courses, they got CDs, they got DVDs. They have these things, but those things die. I mean, it’s crazy to think about this. I don’t have a DVD player. I can’t watch a DVD. I can’t listen to a CD. I can’t listen, but I can still read the written word.

 

I think the written word is the most important thing we have as a society, as humans. And for us as people who are trying to create something and leave a legacy. A book is the thing that leaves the legacy more than anything else we can do. And so that’s why I’m obsessed with them. That’s why I keep writing them, that’s why I keep buying them. I love books. But man, it is not an easy process. I am not a writer, I wouldn’t say, I respect people who are, but it’s such a necessary part of my life. And so in my head, I have every two years, I need to release a new bookish, it’s usually closer to three, but that’s my goal until I die. So there you go.

Rob Kosberg:

That’s very cool. I didn’t know that was your schedule. That’s actually my schedule as well. And I’m the same way. I mean, I people think that, because I’ve founded click clicks, bestseller publishing, that I love writing books. It’s the exact opposite. I mean, bestseller publishing facilitates my writing of the books so I don’t have to be the Ryan Holiday type author that’s always in the content creation mode. So I didn’t know that every two years, three years.

Russell Brunson:

It was funny after I did DotCom Secrets, I’ve never read a book again, and then sure enough, a year and a half later, I was like, “Oh, and I did Expert Secrets.” And after Expert Secrets, I was like, “I’ll never do it again.” And I remember I was hanging out with Brenzard Brushad at this little meetup we did. And he told me, this is his publisher cycle. He was like, “I do a new book every two years, whether I like it or not.” And I was like, “Okay, I think I can get behind that.” It’s a lot, but gives me a year to think about it, a year to put it together. And so that was the point of sight. Okay. That’s my schedule.

Rob Kosberg:

Yeah. Hey, talk to me about the newest book you’re going to do. Your first self-help type book, self-improvement book. What’s the vision of that? What’s your thinking there, obviously you’re going to reach a much bigger audience than, just the funnel world, but what’s the big picture for that?

Russell Brunson:

Yeah. A couple things. I mean, everything always eventually funnels down to ClickFunnels. And it’s interesting. I look at when we do ventures with people. Personal development list are some of the best ones. People who are in personal development, they love growth. And then the next phase from growth, usually to most people is contribution, which is starting a business. And so, there’s a natural, if I get people to mentally grow and change their lives, the next thing they want to do is they want to contribute and start a business. It’s very big top of funnel long term strategy from there. From a legacy reason is first off as I’ve been buying all these old first edition. Napoleon Hill, Charles Haanel, Orison Swett Marden most people don’t even know about them and I have been buying these first old books and reading them. It’s crazy what people are talking about. The 1850s, the early 1900s in personal development, that’s been forgotten and lost.

 

And so, for me, it’s funny, I don’t see myself as a super creative person. I’m a curator. So what I do, if you look at DotCom Secrets, it’s my curation. It’s me spending a decade in marketing, curating all the best ideas and putting them in sequential order that make sense in my head. And that’s my personal development too. I’ve been geeking out on the stuff at a level. I don’t think most people ever have. And so it’s not like this is Russell’s ideas of personal development. This is my curation also that I figured out in the order, that makes sense to me in the practical application of here’s how I actually did it in my life. And here’s the results and try and get people a model they can use as well.

 

And so that’s the real reason that I want to do it. And luckily it fits into my model. Eventually those people will probably want to build a business anyway. So that’s how we do it. And it’s fun because I bought Secrets of Success, DotCom and that’s live now. But that website, that blog will become a business where a lot of these old materials are in the public domain. So the copyright’s expired. So I’m going to be republishing a lot of these books and turning a lot of old Napoleon Hill things into audio books and just new things that people haven’t seen forever.

 

And so, I’m excited just to have a whole brand and a business that is bringing a lot of these things back. Bringing these people’s legacy back and extending their legacy even longer. And there’ll be a lot of book funnels involved that aren’t my books, which is exciting too. I can just keep doing book funnels and not have to write new books every time.

Rob Kosberg:

That’s a great idea. Public domain type book funnels. Very smart. I Love that.

Russell Brunson:

You’ll see me doing dozens of them in the next 12 months. Both in the business world and in the personal development room. Because, same thing if I can have a book funnel I don’t have to write a book, this is a really good thing for me. So yeah. In Fact, that’s one reason why, just so people know, I recently bought Dan Kennedy’s company. And the reason why is he’s published 40 books.

 

That now I have, we’re in the process of pumping out a whole bunch of Dan Kennedy book funnels because right now I’m selling one on Amazon. Which is come on, as you know that’s a channel, but it’s not how you grow, I got to grow that business now. So yeah.

Rob Kosberg:

I’ve always wondered that about Dan. I’ve followed Dan for a long time and I’ve always thought, why is he not doing book funnels with every single one of these books? I guess he will be soon enough.

Russell Brunson:

He will be soon.

Rob Kosberg:

Awesome. This maybe a question that’s redundant because you just talked about new book funnels, but how important have the book funnels been to the growth of ClickFunnels? I don’t know if you can attribute a percentage of it or you can just give me an overview of what that looks like.

Russell Brunson:

Yeah, they’re insanely important. And the reason why is because they’re context, right? Some of them the ClickFunnels if you have the context. Like, oh, I know I’m a marketer or funneler they go, and they can get software and they can do it. But for most of the world, they don’t. And so they come to ClickFunnels and they sign up and then they hear people talk about the side up and then they churn out, they leave. Right?

 

And so, the book funnels are big on couple points. One is with their front ends we’re bringing people in. But number two, when people churn out, they’re the channel, we push people to. Because as soon as you read the book and then you have the context, like, “Oh, now this makes sense, now I understand why I need this thing.” Then they come back. And so it’s been huge for us on a front end acquisition. But then also reconverting people who came and didn’t understand the context and then they left. And it used to be, I had to do a webinar every single time. Or I had to train them or I had to do seminars, all these things. Now it’s just read the book, and they read the book, and then they have the aha. And now its created the desire for the core thing I’m selling.

 

That’s what all of marketing and businesses is. We have to create desire for the thing we’re selling. And so books are one of the most powerful, if not the most powerful way to create that desire. And the person who’s going to read a book is a better customer, hands down than any other type of customer. Right?

 

Book readers, they’ll spend more money with you long term. They’re more likely to send, they’re likely to stick. They become better people, I hate saying that, because most people in my life that I love don’t read. But you become a better person by reading. And so they become better customers, better long term things. And so if I can get people to read a book, man, it changes them as a human. And then I can do more with them as a customer, long term as well. And, still to this day, I mean the book funnels we spend probably half our budget to ClickFunnels.com and the other half of our budget, which is a million plus dollars a month just promoting book funnels because we acquire customers profitably.

 

If someone goes to ClickFunnels and signs up, I lose money. It’s costing me 200 bucks for a free trial. And I make that money over the next six months, over five months or whatever, it takes to break even. But on the book funnels, I still break even immediately, they go through the upsell down process so I break even immediately. And then we introduce them to ClickFunnels. So those customers that come through book funnel also are profitable immediately as opposed to in the future, which is so much less stress on me as a person’s got to float that money.

Rob Kosberg:

Yeah. Well you just threw out some incredible numbers. So I want to just take a breath and I want to go through it. So, about half a million bucks a month is going into your book funnels, DotCom Secrets, Expert Secrets, Traffic Secrets. Now you have some others as well, you have the CookBook and various other things. Could you, give us… I know that everyone is a little bit different with up sales and down sales. So rather than going through them individually, which would take forever give us the philosophy of what the whole process looks like from the free plus shipping to the first bump upsell one, two, et cetera. Talk me through the philosophy.

Russell Brunson:

Yeah. So the core thing is the book obviously, is how do we sell the book? And the best way to sell the book is to sell it for free. And we’ve done tests they’re interesting, we’ve done free plus shipping books, which do well. We’ve also done paid books with free shipping and they convert almost the same. So I heard a lot of authors that I’ve worked with, “I’m not getting my book away for free. That diminishes the value of it.” I’m like, “Cool, let’s just do book plus free shipping.” Literally it’s the same cost. We just change the verbiage and they feel better about themselves. So I’m like, “Cool, do whatever you want.” But it’s nice because the hook is awesome. Because on an ad it’s a great ad. Like, “Hey, give the book for free,” if you’re on a podcast interview, wherever you at, it’s just an easy thing, if I’m in a conversation with someone, “What do you do?”

 

I’m like, “Oh actually go get my book. It’s completely free. It’s just cover shipping.” I can push people to that. And it’s just an easy outlet to get people to verses, go to Amazon and buy my book, as opposed to go get it for free you just got to cover the shipping. So it’s such a good offer on the front end.

 

But even with that, it’s funny. I’ve seen people who try to do it and they just have their book. But if you look any of the sales page, it’s a book, but it’s still an offer. You get a book, plus you get this course, plus you get… It’s still you have a long form sales that selling this book because we want to increase the conversion as much as possible and increase the value of the book. And so we create an offer. That’s the first thing. And so most of mine are the book. And then it’s what are the core principles in the book, we’ll put together an audio program or video program. And then, some worksheets and just a 30-day challenge that goes to the book and we put together just a bunch of stuff to make the value of the book even more, right?

Rob Kosberg:

Yeah. And that’s what they’re getting for the shipping charge of $7.95 or whatever, which bundled that up and it could be hundreds of dollars or a thousand dollars of value.

Russell Brunson:

Now a couple things are I still want to sell books on Amazon and Barnes and normal stuff. So if someone goes that page and they leave, we exit pop up, “Oh, don’t want to buy it through my funnel, click here to buy an Amazon or it Barnes or Noble or Audible,” and it pushes. We can still spend all the money driving it there, but if they don’t buy, we still push them to the other thing. And in the copy on, I think some of them we have, “You can buy us on Amazon for 20 bucks,” then have a picture of the Amazon listing, “but get it for free here.” And then we still the people who click on Amazon and just buy an Amazon anyway, because some people just love buying Amazon.

 

And so, we let them have those outlets. Because I still want my books to rank on those platforms and sales coming through. And so, we do have those outlets there, but again, the paid money’s all going to the book funnel. And then after some signs of the book, from there we have an order from Bump and recently we’ve been testing multiple order from Bumps, which is done really well. So we, have right now the audio book, which I think is 37 bucks, which is just a no brainer most people, I think it’s like,

 

30 to 40% people take that. But then for each book I’ve done, I think you know this, but most people don’t the way I do my books is I teach, I do an event live first, teaching the principles to make sure that structurally makes sense in my head and my stories are not boring and stuff like that. And then we write the book afterwards. And so, the second order from that, we said for $97, you get the workshop where I taught the stuff before we ever did it. And that one’s getting a 20% take rate on $97 Bump. So between those two, it dramatically increases a lot of times those two order from Bump will cover our advertising cost just by themselves, which is, which is amazing.

 

And so that’s the first thing happens by the time the credit card’s filled out. And then we take them to our upsell down sell sequence, we change and tweak this a lot. And so I’ll talk conceptually where we go with this, but I’m always trying new things because, especially when we spend this much money, we have to keep tweaking things to get the cart value to be high enough that we can cover ad costs a lot of times at scale.

 

But for me, it’s conceptually. Okay, they have the book now, they have the audio book, they have the core. So they understand the core principles of the book. And one mistake people make a lot of times, I continue to make a mistake more often and I want to admit is, I’m okay, they bought, let’s say they bought Traffic Secrets. Okay they bought Traffic Secrets. Now I’m going to sell them a course teaching them how to get Traffic. But the problem in someone’s mind with information products is as soon as someone buys something in their mind that itch, they have, “I got to get Traffic.” They scratch that itch. “Oh, I have Traffic now, even though I implemented it in their head, they got it figured out.

Rob Kosberg:

I’ve solved that problem. Yeah.

Russell Brunson:

Yeah. And so, if you try to sell a Traffic course on the next page, it’s like, “But I just bought Traffic? I think I already have traffic now.” And so let’s conceptually think every time we sell something to somebody, we just solved the problem for them. But then we created a new problem. Right? And that’s the psychology of all upsells, down sells flow in information products. It’s actually different with physic like E-commerce products, but info products, we just solved that problem for them. By solving that problem what is the new problem that was created? Right. So in DotCom Secrets, I solved, now they have funnels, they have this thing funnels the next thing’s we have funnels, what’s the next thing? So for them, Traffic is next thing.

 

You have these cool funnels. We have no Traffic. And so Traffic is the next logical upsell. So, I’m usually trying to sell something between 197 and 297 in that first slot there. And so, DotCom Secrets is going to be something traffic with Traffic Secrets. Like, “Oh, you have Traffic, but where you sending that Traffic, if you send it an Amazon listing you have trouble, you actually need funnels. Right? Expert secrets is all about copying story and those things. And so, the next thing I can’t remember right now, what we’re testing, what it is, but it might be traffic as well. I can’t remember the top of my head. But anyway, that’s the psychology, what’s the next thing that they need. And then upsell number two is the same thing.

 

It’s okay, now we’ve got Traffic solved. Now we’ve got your funnel solve. What’s next? “Oh, your funnels aren’t converting.” So, for me, it’s the three books I have, they

Rob Kosberg:

They dovetail. Yeah. They’re perfect.

Russell Brunson:

Yeah. They go back and forth, which is really cool. In my, personal development book, I’m going to be helping them with growth, which is per growth. And so now I’m not sure we haven’t launched it, or I haven’t even finished writing it if I’m honest. But in my mind, there’s this phase, people go through a growth phase and after they grow to a certain level and they transition to contribution, and contribution is sharing your gifts and selling, and starting a business.

 

And so, it’ll be some version of that. It’ll be the next thing. Cool, we’re helping your personal development, as you’re becoming this new person, you’re going to want to share these things and change the world. I’m like, “Da, da, da,” that becomes the next thing. And so that’s the psychology on how we do them it’s just sitting down in brainstorming. Dan Kennedy’s stuff that’s what we’re doing with his books right now. So, okay. We just got this thing, it’s the dynamic marketing book, what’s the next thing that I need, okay, looking through the catalog, what products do we have? And what do we need to create? What do I got to do to buy some more time with Dan to create? So they have the perfect upsell that’s going to fit next in the sequence and things like that.

Rob Kosberg:

Love that your Dan Kennedy offer by the way was fantastic. I don’t even know as part of the inner circle if I get that, but I bought everything because I wanted it. I’m like, “Oh, I want it all.”

Russell Brunson:

Those who want to know every funnel I’ve ever created in my life, that one has the highest cart value. So for each customer that signs up for a trial on a newsletter, it’s worth looking at. And in fact, we’ve remodeled, we’ve made it one of those four click funnels as well. And it’s, crushing not because numbers aren’t as well as, as that one. But yeah, it’s killing it.

Rob Kosberg:

Well, it is killing. I just taught on, I mean, I got the invisible funnel stuff, which we talked about last time and you said something, I think at the last inner circle meeting, or maybe you said it in the newsletter and you said, I don’t know why, but no one ever test this.

Russell Brunson:

Nobody copies that one.

Rob Kosberg:

And I said, oh, I have built out something. I’m going to share about it at our next inter circle meeting. But I built out this whole new workshop, invisible funnel thing that we’re just starting to run traffic to. So I’m actually really excited about it. And I just went through, I just went through the Dan Kennedy stuff and the behind the scenes stuff. And I’m like, “This is…” So anyway, we’ll give a link or something because if people don’t and have that is a great that Dan Kennedy offer was a great offer.

Russell Brunson:

Yeah, it’s been fun work. And it’s funny, because in Dan Kennedy’s world for the last 20 or 30 years, they’ve run that the newsletter’s always been a loss leader. They signed people up for, I think a three month trial and they would try to make money by month, five or six. Right now, we’re making almost $300, still every person signs up for free trial. So I can spend 300 bucks to get a trial customer, which they’ve never been able to do. So we’re able to finally scale this thing profitably with media up front. Even Dan’s like, “This is really cool.” I’m like, “Katie he said, it’s cool. I’m freaking out. He’s my biggest mentor, he’s saying this.” Anyway, I’m loving it.

Rob Kosberg:

I love it. Well, congratulations. I mean, and I’m really glad that you did it too because, I’d been a member of GKSC for, I don’t know, since the early 2000s, and I canceled my subscription, and it just had lost so much, that it had in the past and you’ve brought it all back. Which I’m sure feels really good, also from your perspective, so.

Russell Brunson:

Can I share one idea that came from Kennedy’s stuff that might help people? Okay. So this is for those who’re watching the video version. If you’re on the audio, just imagine something really cool. So what’s been cool is I’ve been going through Dan’s archives, right? When I bought the company, they gave a Google drive and it’s like, here’s everything for the last 40 years of Dan Kennedy. So, which is so fun, I’m going through and weaving through and finding stuff. And in the 1400 sub folders down I found this folder that said, faxes from Dan Kennedy. And I was like, “What’s this?” Because if you don’t know Dan, Dan doesn’t have an email account. To this day I’m partners with him now. And I have to fax him to send him anything. It’s ridiculous.

Rob Kosberg:

Did you have to buy a fax machine by the way? How do you even do?

Russell Brunson:

We tried to, they don’t sell fax. You can’t physically buy a fax machine anymore unless it’s part of this huge printer setup. And yeah, so we had eFax or I don’t know, something like that. It’s hilarious. But I found this folder and it was dated from 2012, 2019. And it was during that window, he would send a fax to his diamond members, people paying 300 bucks a month, he’d send a fax every single month to these people, or excuse me every week. So every Friday he’d send this fax and it was just one page fax with a tip from Dan, marketing tip or strategy or psychology. And as I’m going through these, these fax I’m like, “This is insane.”

Rob Kosberg:

Dude, I’ll buy it. I would buy it.

Russell Brunson:

Oh yeah. And it was a thing someone said, and then, it died, it was a fax and it died. So many things, I want to extend Dan’s legacy forever and my own legacy and Napoleon Hill, all the people that I love and cherish. And so I went through that. I was like, “What if we took all of Dan’s faxes from the seven year period of time and put him into a book. And I don’t have to write anything other than a one page intro of what this thing is.” And so boom, here it is.

 

The Dan Kennedy diamond fax book. This thing is every fax Dan sent for seven years, to his members. And this book is like a phone book. You can see it for this. For those who can’t see it’s a huge book. I wrote one page. It was me saying, “I found this faxes of Dan they’re so cool.”

 

And now I have a book and we’re using this. So people that are paying night, you’ll see this actually coming out next month, everyone who’s paying $97 a month newsletter. I want to get them to send up to the $300 month, which is the diamond level. And so I thought, if you send up, I’ll send you this fax book, of all Dan’s fax into diamond members in the past, and now I have a book, but this could be a free plus shipping. This could be a book funnel. It’s a book, Ascension funnel, get people to send up to the next level. And so it doesn’t always have to be sitting down and writing a book. I found facts, put them together, Napoleon Hill I’m finding all these things from him, online, I’m finding old books, old magazines, old things from him I’m able to take.

 

And then I’m writing commentary, putting them together and boom, we’ve got a book I’m taking… Again this is coming to, I do funnel unlocking live when it’s done it dies. Right? So every year felt like Garrett White spoke in the last seven years in a row. And so, as the first one, I want to test with this his. So I took his seven presentations. We got him to transcribed, got them cleaned up, had editors clean them up. So it makes more sense. And I took all those, put them into a book. And then in the book I have QR codes you can take your phone, you QR code and it pops up the video so you can watch the video from the book, or you can read the version of it. And it’s now this huge fat book that’ll be the next probably three months will be launching that one.

 

And it’s Garrett White, have it all, this huge book of all Garrett stuff. And if this model works, I think, oh, I’m going to go back through all my presentations, of a Russell Brunson FHL book. And then I’ll write all the presentations on webinars or all ones. I’m going to be publishing so many books or I’m not writing anything because, we talked about that earlier. And so I think people understood that there’s so many ways to create book, it’s coming back what’s the story, the story behind the Dan Kennedy book is exciting. The story is what sells it in the book funnel, right? The story of… And so just being creative, there’s so many ways you can create books and understanding that the written word is more powerful than a free city or an MP3 player. Anything I make, you can put your content into the written word, into a format like that. It’s magic as you know and I know, but hopefully it helps sell everybody on just the power of it.

Rob Kosberg:

Dude. That is brilliant. I want the diamond book.

Russell Brunson:

It’s so good.

Rob Kosberg:

I want the faxes. I’m looking at him, I want that right now.

Russell Brunson:

This is the first copy. The second we shipped directly to Dan and I got to fax down next day. I need 15 more in my office as soon as possible. He’s freaked out about, he’s like this thing that he spent all his effort on for seven years. Now he’s seeing like, “Oh my gosh, this is extending. The work I did once is now we’re going to see everyone benefiting from this for forever,” which is so cool.

Rob Kosberg:

It is cool. And I mean, if you’ve ever read, if anyone’s listening and hasn’t read Dan Kennedy’s stuff, you don’t know what you’re missing. I mean, the guy is brilliant. He’s an incredible writer. He a great entertainer and educator at the same time. So that’s what, when I see stuff like that, I’m like, “Oh man.” Because every page is going to be a self-contained story and there’s power in that as well. Right?

 

Because you don’t have to read a whole chapter. You can read three pages and maybe have a brilliant idea, which is exactly what I did with, with the new newsletter. You talked about it in the inner circle meeting. I got the newsletter. I’m like, “Why am I not doing this?” And it’s a little self-contained book. So anyway, love it man.

 

So, I guess just, final, and maybe this is a shameless plug question, but what would you tell somebody that was thinking about writing a book, but no, it’s hard and maybe they’ve tried or thinking about doing a book funnel, and will it work for them, and what would you tell that person.

Russell Brunson:

Yeah, I think, and I’m not saying this just because it’s you, but it’s the catalyst for every business we launched ClickFunnels it did okay. Then we built book funnel and then that it blew up. My new person development company, step number one, I’m writing a book.

 

Dan Kennedy, I bought the company step number one, which book funnel are we building? For me, it’s the beginning of it. Alright. It’s the education piece. It’s how you indoctrinate people. It’s how you train people. It’s how you find the best customers. It’s how you acquire them profitably. There’s no business I would ever do in the future that didn’t lead with the book funnel. And that’s just the reality of it. And so it blows my mind that more people aren’t doing it, I’m grateful for you out there publishing it, and teaching it, and getting more people doing it because it’s the thing.

 

And then the biggest thing in my life right now, I’m so legacy based. I’m trying to figure because I feel like I’m going to die. And I want some guy 200 years from now who looks like me on eBay buying my old stuff. And they’re not going to buy my old funnel lacking live seminars. They’re not going to buy my old CDs. They’re going to be buying my old books. I need to get as many books out there as possible. So that someday 200 years from now, they’re on eBay for someone else to buy and find to be able to. You know what I mean? For the next Russell Brunson, they got to be there. And so I just think it’s matted. If you want to extend what you’re doing, if you believe in your mission or the things you’ve learned, the lessons you’ve learned, the book is the thing that’s going to extend that, your legacy beyond the grave, nothing else will.

 

And so, I think that’s why I’m doubling down so much effort into books right now on my own. Dan Kennedy’s the people that I love and respect bringing them out in the forefront. Because yeah, I mean you think about, not to get religious, but religiously, what’s been passed down from Adam until now it’s books, physical books. The printed word is the only thing that survives us. And so if you want to extend your legacy the written word is the only way to do it. So anyway, and the book funnels’ way to sell a bunch, that way there’re millions of copies of your book, out in the market. So that way, when you are gone, it can, keep getting passed on.

Rob Kosberg:

So, love it. Brother, thank you. Thanks for your time. We’ll give them some links to click funnels as well as to the Dan Kennedy offer. Anything else you want to send people to or, or anything else.

Russell Brunson:

For me, if you go to marketingsecrets.com, there’re links to all my book, funnels, all the paid ones, the free ones, we have a bunch of free book funnels. We have $7 digital we’re testing, all sorts of stuff. Print physical books are still my favorite, but you can see links to all my stuff. And if you do go with anything, even you don’t want to buy my stuff. If you do go through it, just buy. I was telling people like, “Buy things slowly.” When you just throw these things up, this is a whole team of people, analytics and split testing and traffic. There’s a whole team making these things amazing. Just look at those things because that’s the marketing lesson in itself is just watching the process. So yeah.

Rob Kosberg:

Thank you. I’m grateful for you. I look forward to seeing you in a couple of weeks up in Boise and would love to see your big library. That would be fun.