The Russell Brunson Show
How to 2X Your Sales and 10X Your Profits by Mastering Momentum | #Marketing - Ep. 11
Wed, 19 Feb 2025
In this episode of The Russell Brunson Show, I’m diving into one of the biggest secrets behind explosive business growth - momentum. Most marketers launch a product, see some initial success, and then stop! It boggles my mind because they lose all the traction they’ve built. But if you understand how to keep momentum rolling, you can double your sales and 10X your profits - without spending more on ads! I’ll break down the launch within the launch strategy, show you how to capture customers while they’re in a buying mindset, and reveal the exact steps I’ve used to scale ClickFunnels beyond what most people think is possible. Key Highlights: Why most launches fail to generate real profit and how to fix it The “launch within the launch” strategy that maximizes revenue with zero extra ad spend How to keep buyers in heat so they continue buying from you The three-step framework to turn every campaign into a momentum machine How I’ve used this exact strategy to fuel ClickFunnels’ insane growth If you want to stop leaving money on the table and start leveraging momentum to scale your business, this episode is a must-listen! https://sellingonline.com/podcast https://clickfunnels.com/podcast Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: What is the secret to doubling your sales and profits?
This is the Russell Brunson Show. Hey, this is Russell. Welcome back to the show. Excited to be hanging out with you guys today. We just got back from Funnel Hacking Live, and I want to share with you guys a concept that I'm doing right now that a lot of people don't realize I'm doing, but it's the key.
It's the key to actually double your sales, but not only are you doubling your sales, you're actually 10X your profits by mastering this one thing. It's very simple. It's very powerful. It's very easy when you understand it, and that thing is called momentum, okay? This is where most marketers make a mistake.
Chapter 2: Why do most product launches fail to generate profit?
They spend all this time, this energy coming up with an idea and a product and putting the product together and launching it and they get some sales coming in. But typically what happens is during the actual launch part of your campaign, this is where you're buying ads and you're driving traffic and like it's the most expensive part, right?
So all of a sudden done, you do the entire launch and then you're left with hardly any money because you spent all the money by giving it to Zuckerberg or to Google or, you know, whatever. And so I want to walk you through something we learned way back in the day. So when I got started, man, 25 years ago now. This is before we had Facebook or Instagram. In fact, it was before MySpace.
Chapter 3: How did early internet marketers drive traffic without social media?
We were using Friendster back then. This is like the beginning of the internet marketing world, right? And we were trying to figure things out and we found it was hard to buy ads. You couldn't buy ads to just people's, you know, I mean, you could buy Google ads were kind of a thing at the time, but it wasn't like today where most people just buy Facebook ads, right? Buy YouTube, Instagram ads.
It was a different time. And so, the way we drove traffic back then primarily was through partnerships. We got to know other people who also had email lists and we do joint ventures where I promote them, they promote us and vice versa. That's kind of how this whole world and this whole industry was built. In fact, it's crazy.
If you look, if you go back in time, you know, 20 some odd years ago when we first started playing this game, it started like, um, developing and figuring it out. Um, it was interesting like how most people thought that what we were doing was a scam. Like this whole thing's a scam, the whole business, the whole industry.
And it's funny now because I fast forward 20 years later where it's like now it's what everybody does, every influencer, everything. And it's like now we're cool even though back then, you know, when you're the first person People always look down on you as the first, and it's just funny to me because we've been doing this so long.
But we learned some things from back in the day that no one nowadays knows about because you guys all have had it so nice and so easy just buying ads. And over time, ad costs have been going up, right? And your margins have been shrinking. And you don't know this one little secret that's keeping people like me having huge profits, right?
So again, this will double your sales, but it'll actually 10X your profits if you understand how to use it correctly. And it's understanding momentum and how momentum works after you launch a product, okay? And so back in the day, this is kind of the process and how we would do it, right? So we do a product launch.
And the way we would work is that we, again, we had to pay our affiliates to promote. And initially it was really easy. It was like, oh, we'll just do a 50-50 split. Like you promote something, you get half and I get half. And that's how the business started initially, right? So we started doing these launches. And so it's cool. You get 10 people to promote your product.
They'd all make a bunch of sales. You pay them half the commissions. You keep the other half. But then what happened is then more launches start happening, right? This guy named Jeff Walker, you guys probably heard of him. He started talking about product launches. And then Frank Kern launched this thing called Mass Control, which is basically about how to do product launches.
And everyone's talking about product launches. And it was the thing. So everyone's doing product launches. What happened was it got harder and harder to get affiliates to actually promote your product because everyone's competing against each other, right? So then it's like, okay, well... we're going to have to create prizes. And so all of a sudden you start creating these prizes.
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Chapter 4: What is the 'launch within the launch' strategy?
And so we were always back then trying to think like, how do we maximize this, right? And this is where the whole school and train, like the school of thought of funnels actually came from, right? And it comes back to Dan Kennedy 101. Dan Kennedy always says, whoever can spend the most money to acquire customer wins, right? So what does that mean?
It means as well as advertising costs go up, you got to figure out other ways to monetize those audiences. So for us, that's where funnels came from, right? Upsells and downsells and cross-sells and all these things we started doing to increase sales how much money we were making for every single customer to come in.
And so somewhere along the line, I don't remember who kind of figured it out, but this became the big secret, okay? It was called the launch within the launch, okay? So what happened is you do this big public launch to everybody, right? So you do this big launch, everybody would promote it, And again, you pay out 50% commission to affiliates.
You pay out next, you know, of the 50% left, you pay out, you know, 75% to prizes. You get your 25%, you know, and then you have your emergency fees and refunds. So like you make almost no money from that. So then afterwards, you immediately launch something right afterwards. And that's where the profit came from. Okay. In fact, you do this launch like inside the launch. So good example.
One of the first times I did it, I had this course called micro continuity. Um, still in things I'm most proud of. It was like my first course like took off. Uh, it did, it did really well, but we launched initially and, um,
We did launch, we put, I recorded the whole course in these little MP3 players, so the free plus shipping MP3 player offer, and then you could buy the course as an upsell and things like that, so it was kind of this really cool thing.
And so we did this big launch, and back then we were paying affiliates 100% of the front end, and you know, 60, 70% of the back end, plus prizes, like, we made no money, but we did this launch, and it was converting, so we got a lot of affiliates, we got 20, 30 people to promote it, and so launched it doing a couple million dollars, right?
Like, it was really good, but again, all that money went away, and so, if you look at what the actual thing we were launching was this training and this education on how to do what's called a microcontinuity program.
But then towards the end of the launch, before it wrapped up, we did a special like, hey, how many of you guys would like, you're learning about microcontinuity, how do you guys like if I just pre-built a site for you? Like come on this webinar, I'm gonna tell you about it.
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Chapter 5: How can you keep your customers buying from you?
I didn't pay ads, affiliates, anything, it was just pure profit that came to me, right? So you think about this, like I went and, let's say it was a million dollar launch, a million dollar launch, I sold a million dollars of this secondary product happened inside the launch, right? And let's say the first one is a million dollars and I netted 100 grand, right?
Here I doubled my sales, because I went and I made two million dollars now, so I doubled my sales, but I 10x my profit, right? Because I only had $100,000 profit here, and then I made a million profit over here, so I more, I guess it's technically like 11x, right? But I more than 10x my actual profit. Okay. And that became the big secret.
So we started doing these launches within a launch, a launch within a launch. Okay. And then for me, it started becoming a launch within a launch within a launch. Like we were always rolling these things forward. Right. And the key was momentum. Okay. This is where a lot of people miss. Like if you look at when somebody comes into your world, they want to buy from you.
Have you guys ever heard of this analogy? It's called being a porcupine in heat. So, again, I don't know a lot about porcupines, but apparently when a porcupine is ready to mate – I've heard – again, I don't know. I should probably Google this ahead of time. But apparently porcupines, they only mate like one day a year or something like that.
And so during that little window, when it's time for them to mate, they're going to go crazy and mate with like 20 different people, right? They're a porcupine in heat. We saw that. My kids and I, we had a chance to go to – We had a chance to go to Africa last year. And we get all the way to Africa. We go on safari. We drive out. And right when we drive out, I got my kids.
I got little Nora with me and all my other kids. We pull up this lion. And there's the male lion and the female lion. All of a sudden, within 30 seconds of pulling up, the big male lion mounts up on the female lion, does the thing for eight seconds, bites her neck, roars, and rolls off. And we're like... what just happened? My kids were like, what just happened? Right. I don't know.
And they're like, Oh, it's mating season that they, they made one week a year. And during that time, they'll make like 40, 50 times during the day or something crazy like that. And we just happened to pull up on the line where it's happening. And then for the next three days of our spar, we saw it hundreds of times.
My kids are just like, that's how they learned about the birds and the bees in Africa. Right. Um, But it's the same concept, okay? A porcupine in heat, a lion in heat, whatever you want to call it, there's a window where they're excited, okay? So you think about this for your customers when they come in, there's a window they're excited, okay? And they're in heat right now.
Like they want all the information about this topic and then eventually it's going to wear off. I remember a good example I used to share to kind of explain this porcupine heat concept, okay? Uh, this is man over a decade ago, 15, 16 years ago. Um, I took my team bowling and I love bowling. Bowling is my third favorite sport, wrestling, jujitsu, bowling.
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Chapter 6: What are the benefits of using LinkedIn for B2B marketing?
They're going to read.com secrets book. And then they're going to go and find out who else wrote a book on doc on funnels. They're going to buy the funnels and funnel software. Like within, within seven days, They're going to be buying everything related to this topic, and then they're going to be out of heat and kind of fades away, right?
So it's like in that window, the launch within the launch, while they're the most peak excitement is when you need to make them the second offer, right? Hey, funnel hackers, let me paint you a picture. You're running a business. Your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday.
Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need.
They make it fast, simple, and super effective. Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed's sponsored jobs, your post jumps straight to the top of the page so that the right candidates see it first. It's just like pulling your job out on a billboard for the exact person you need to hire. And it works.
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Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver. So here's what you need to do right now. Go to Indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's Indeed.com slash clicks. Support the show, save time, and find your next hire faster.
Remember, when it comes to hiring, Indeed is all that you need. Hey, it's Russell Brunson, and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what? That's not where the magic happens. The magic happens where the decision makers are, and that is LinkedIn.
LinkedIn ads let you target who you want, CEOs, C-suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time.
Here's what blew me away. LinkedIn ads delivers up to five times the ROAS of other platforms. And that's not just a stat. That's scaling power. Imagine your campaigns turning into a steady stream of qualified leads all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this.
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Chapter 7: How did Russell Brunson use momentum to grow ClickFunnels?
And for me, I always think about, if you read Dotcom Seekers book, I talk about the concept of the value ladder, right? You're moving somebody up the value ladder. As you move, like... To explain this point, if someone comes into your world initially, they're going to come and they're going to test you. They're going to buy a book or a course or something from you.
If they receive value, they're naturally going to want more. Then they will send up looking for more value. Same thing in a relationship. When you run your very first date with your spouse or your girlfriend or boyfriend, whoever it is, your significant other, you run your very first date. Maybe on a date you had a good time. You're like, I got value from this person. I liked him.
I want to go on another date. right? You go on another date and then you experience that one. If you have a good time, they're like, I want to give this person a kiss. You give him a kiss, right? And you keep getting more and more, like you keep moving up that person's value ladder till eventually it's like you get married and you have kids.
And then, you know, and that's kind of the goal of progression. And same thing is true with your customers, right? So for me, it's like, I like doing a launch that's tied to the info side of the business, right? The lower end of the value ladder. Cause they get that stuff, they get a good result. And I start moving them up. Like
what's a done for you program or done with you or a licensing deal or something where it's like they're taking the information but now I'm selling them something that's more tangible, the application of the thing as opposed to the information about things. Does that make sense? It's not something I'm trying to look for. I'm doing this launch inside of launch, okay?
Um, so that's kind of how we started making money back in the day. Right. And then also an ad started coming in for the first five or six years. Ads were cheap. It was amazing. Zuckerberg was not selfish and greedy. He just liked to let us all win. We all made a bunch of money. And then over time they got more expensive and got harder. And most people forgot about the launch of the launch.
They just did the launch and then they kept whatever it was like, Oh, Zuckerberg squeeze out my profits. I don't make much money. It's like, you guys, it's cause you forgot the lesson. The lesson is, right? You can 2X your sales and 10X your profits by mastering momentum.
Taking this momentum, the buyers and heat, and offering them the next thing in the value ladder, next thing, and doing this over a very compressed period of time, okay? A couple examples of this, right? So, um, I knew I wanted to launch a course. This is my five or six years ago. Now I want to launch a course called one funnel way. You guys probably heard me talk about it before.
Uh, I think we had almost 200,000 people that took that course while it was, um, at its peak at a hundred bucks, a hundred bucks a piece. Right. And so instead of just like, here's the course, launch it. I was like, okay, I want to build up momentum and roll people into the course. Okay. So very first thing we did is, um, We did a summit. It was called 30 Days. It was at 30days.com.
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