Week #1: Join Me On My Journey To Sell 1,000,000 Copies Of My New Book!

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Week #1: Join Me On My Journey To Sell 1,000,000 Copies Of My New Book!

Before we get started I gotta get something off my chest…

Blogging sucks!

Yes, it really, really sucks.

I’ve been trying to blog for over ten years now and it never goes past over one or two blog posts ever. And I realized the other day the reason why…

You see, most blogs are just random posts about a random topics. People come and read but then they leave and often never come back.

That’s always bothered me.

I couldn’t see any purpose to the blog other than hopefully capturing a few random people.

Because of that, I was never inspired to post more than twice.

But the other day, I saw a company called Groove HQ that actually documented their SaaS company’s journey from zero to over $100,000 in monthly recurring revenue.

Image and video hosting by TinyPic

Image and video hosting by TinyPic

I thought that was super cool.

After I read one of their posts, I was hooked.

I started reading one post after another…

…and eventually I scrolled to the very bottom of the timeline and started the journey from the beginning and worked my way all the way up to the present.

The lessons I learned as I watched their journey along the way were amazing!

I thought this was a better way to do blogging. Not just random articles at different times… but an actual timeline that documents a journey.

So I’m doing this for three reasons:

1) I think that I will actually be consistent with it because it will be fun for me to tell the journey

2) I think it will be more beneficial for you as a reader

3) I’m hoping that if this is more beneficial you’ll actually share these posts… which will get more people reading… which will get me more excited… which means I’ll share even more

Does that sound more than fair?

Cool.

What Does This Have to Do with You?

On this blog I’m going to take you on my journey for the new book that I’m about to launch…

I’m going to document how I go from zero to a million books sold.

This goal may take a month, it may take a year, it may take five years…

I’m not quite sure yet… but I’m excited to find out!

You might be thinking, “Well Russell, this is great for the authors out there, but what about me? I’m not an author. I sell e-commerce products” or “I’m a coach” or “I have a retail store…” 

“How will this work for me?”

The good news is, even if you’re not an author, the things I’m going to be doing to sell my books are the exact same things I’d be doing if I was selling physical products, coaching, or retail services

The concepts are the same. I just happen to be applying these to a book.

Now, those of you who know my business well know that I don’t make money on my books

We launched and sold a whole bunch of my first book…

But the money I actually made was on the backend from people who read my book and started using our software called ClickFunnels (by the way, that’s the goal of this book as well.)

So it doesn’t matter what you’re selling or if you even have something to sell yet. The lessons I will be using for my book will apply to literally any type of business out there.

My First Book and How I Got Screwed by the New York Times

My first book launched about two years ago. It’s called “DotComSecrets.”

dotcomsecrets_book

Some of you have probably read it… (if not you should get a free copy of it at DotComSecretsBook.com)

I had never launched a book before, but I had sold a lot of other products. I used some of the skills and talents that I had learned from those online sales funnels to build a book funnel

I also set a goal to get on the New York Times bestselling list…

I have a lot of friends who are New York Times bestselling authors and I found out what it takes to actually get on the list…

For most people it takes somewhere between 8,000 – 10,000 books sold during a seven day period of time to be able to qualify for the list.

No problem. I knew that would be something really easy for us to achieve.

But then I heard the caveat:

The book sales can’t all come from the same spot. They can’t all come from Amazon or Barnes and Noble or all from online. They have to come from a variety of places.

Okay… this makes it a little bit harder.

So I found a cuople people who actually specialize in helping people get on the New York Times bestseller list.

So how does it work?

You have to go out there and sell as many books as possible…

And they knew (secret algorithm) when they placed the book orders where to buy them.

“Cool,” I thought. “Let’s try it!”

So we launched.

When we launched the book, we ended up selling just shy of 30,000 copies during that launch week. About three times what we needed to hit the New York Times bestsellers list.

Yay for me 😀

We had our book buyer order those through different channels so the sales would actually show up on the reporting for the New York Times…

And we waited for that excited day when we were actually going to hit the list.

Guess what happened?

The list went out and… you guessed it… I got screwed.

For some reason, the New York Times decided they didn’t like me, or didn’t like my book or my topic, or they thought I was trying to game the system… or whatever they thought…

but they did NOT list me as a New York Times bestselling author.

I did hit the Amazon and USA Today bestselling lists and a bunch of others as well…

Image and video hosting by TinyPic

But the big cahuna we really wanted to go for was the New York Times… and we never got that

In fact, we tried two weeks in a row and both weeks missed the list.

It was very frustrating, but at the same time I realized afterwards that the only reason I wanted to be on the New York Times list was for vanity…

I don’t think it would help me sell that many more books. And it wouldn’t help any of my back end strategy either.

So I put it on the shelf and didn’t worry too much about it.

Now, before I go on with the main story, here’s an important note:

During that book launch, my customers were asking me about the metrics and details behind that book funnel and how it worked…

So I made this video that I recorded a couple days into the book launch that I want to share with you here.

If you watch this video, you’ll see how the book launch process works, what our upsells were, our conversions, and everything there…

Now, we optimized the campaign and everything got better throughout, but this gives you a pretty quick picture of what my book funnel looked like:

Why a Book #2? Are you crazy, Russell?!

After I wrote my first book I swore I would never write a book again. Ever.

First off, writing any book is really really hard.

I know some people that spend anywhere from 90 minutes to a weekend writing a book and they get it out there and sell a bunch…

But, for me, I didn’t want to write a good book… I wanted to write a GREAT book.

So I spent over a year on the DotComSecrets book to make sure that it was amazing.

Because of how much pain I went through to birth that book I promised myself I would never write a book again.

But that first book actually became the fuel that helped ClickFunnels grow as quickly as it did.

People read the book and started understanding the strategy behind funnels. Once they understood the strategy, they knew they needed our software tool to implement most of the cool ninja stuff they were learning.

It was a big catylist in us going from a few hundred members to almost 30,000 members in our first two years.

The benefits were huge

One thing I knew about the DotComSecrets book was that it was for a little bit more of an advanced person. It was for somebody who already had a basic business and they wanted to use sales funnels to scale and grow those companies.

While people at startups benefited a lot from it… and larger companies anywhere from $3-$100 million and beyond had success with it… a lot of times the beginners didn’t have much success.

So one night about a year ago, I was at a dinner with some of the top direct response marketers in the world…

Across from me was sitting Dean Graziosi

If you watch late night infomercials you’d probably recognize his face:

Image and video hosting by TinyPic

Will Dean help me promote my new book?

Fingers crossed…

I was sitting there talking to Dean about something completely unrelated when all of the sudden this thought popped into my head…

I say “thought”–but it was more like a revelation…

At that moment I knew I was going to write a second book…

I knew the name of the book was going to be “ExpertSecrets“…

I knew that the book was going to help brand-new beginners get started

It was also going to help more advanced businesses learn the right way to sell online…

And, for some reason, I felt that Dean Grassiosi was going to help me to actually build an infomercial. (Which may or may not happen… more on that in future posts…)

But I did know for sure that night that I was going to write a second book.

I went back to the hotel room. I got everything lined up and started writing the book.

I spent the next eight months writing the book to the point where it was almost done and ready to go to publishing…

As I was editing and proofreading one night while on family vacation in Bear Lake in northern Utah… I realized that this book was really good…

BUT…

I didn’t want to write a good book.

I wanted to write a GREAT book.

So on Snapchat, in front of the entire world, I highlighted over 200 pages of the book and I clicked “Delete.”

Don’t believe me?

Watch the Snapchat video right here:

Back to the drawing board.

I’ll share more about my writing process in future blog posts….

But I spent the next six months rewriting the book from the ground up.

This time the book is not a good book.

This time it is a great book.

One that I’m proud of.

One that I know will help beginners to get started…

But, more importantly, will help advanced people sell correctly and do it in a cool and ethical way that people will love and build huge followings of people and get those people to buy from them over and over again.

I wish I could tell you more, but you gotta wait for the book to actually launch.

So Why 1,000,000 Copies?

A million copies, depending on who you are, may seem like a big stretch or it may seem small.

For me, it’s going to be a stretch.

My first book has almost reached 100,000 books sold… which has been amazing for us

But as I mentioned before, the mass appeal of my DotComSecrets book is not nearly mass appeal of the Expert Secrets book.

I believe that me and my team have the ability to sell a million copies of the book and I think that for us to do that we’re going to be very strategic and come up with a lot of new unique ideas, tactics and techniques…

I think it will be fun to show you behind the scenes of what we’re trying… what works and doesn’t work…

Plus, it gives us something to shoot towards that won’t be solved in a week or a month but hopefully a year or two…

That way, I’ll keep documenting this journey and show you how we’re not only how we’re selling the books on the front-end but also how we’re using this as a process to build our backend software company, ClickFunnels, as well.

In fact, this year ClickFunnels 3x’d our growth! We went from 10,000 members to almost 30,000… and we more than tripled our revenue 😀

We have a goal this year to 3x our revenue again… for the next two years in a row.

This book is a huge piece to that pie.

Through this blog, you’ll see how we sell the book and how we turn these book buyers into actual software continuity members.

So my plan is to do an initial launch to my own list and my affiliate lists when the book is done…

I’m sure we’ll get a big surge of traffic from that…

From there, we’ll start transitioning from our hot markets to our warm markets…

We’ll target Facebook and the other social networks…

From there, we will start venturing offline…

We’re going to be doing radio campaigns, TV campaigns…

From there, we’ll go after even colder markets…

You’ll see us doing mass media buys

You’ll see how we have to tweak the funnels to work with native ads vs. Facebook ads vs. YouTube vs. Twitter vs. email…

And, hopefully, you’ll see dozens of other creative ways that we go about to sell these books.

I have a lot of friends online who share and document their income reports each month…

I always thought that was kind of cool because they show the top line revenue and then where all that revenue came from each month.

For me, it’s always kinda fun to look behind the scenes and see what they’re doing…

If I can see what things are actually making them money, it helps give me a game plan of what I should be implementing in my business.

For whatever reason, whenever I’ve shared my income numbers, instead of people getting excited like they do for my friends, people seem to think I’m bragging or showing off…

Because of that, I’ve always shyed away from sharing my income goals…

But make no mistake:

I’ll go head-to-head with any other marketer online by showing our tax returns (because we are doing very very well)…

But I didn’t want to show off my income because that doesn’t really matter for you.

What does matter for you is results

So I thought it’d be more fun to tie this to actual book sales. So what you’ll see is each week you’ll see a blog post from me showing what we did and where each of those book sales came from.

For example, I might say we sold 32 books from Amazon, 150 from YouTube, 197 from Twitter, 222 from this…

You’ll see a weekly breakdown of where all of our book sales are coming from.

So when is this starting?

The blog starts today.

The actual book launch is not until April 18.

Some of my friends were asking “Why don’t you start this blog on April 18 when the book actually launches?”

I said, “Because there’s a whole bunch of foundational stuff I’m doing to get our book to the spot where it can launch.”

I want to share those stories and processes as well with you.

In fact, later this week we have our Dream 100 meeting with our entire staff. We’re going to be working on the Dream 100 strategy, which is the first step in our execution plan…

I want to make sure I document that and show that to you as well.

So the blog starts today. The book launches April 18.

What You’re Gonna Learn…

Here are just a few of the things you’ll learn if you follow me on this journey…

  • The strategy that goes into successfully launching a new product. (Although ours is a book it’s the exact same launch strategies that we use for selling a course, a physical product, or anything else you might sell online.)
  • Behind the scenes sneak peak of different traffic sources that we are testing and the actual results of how many book sales each of those sources generate.
  • See the huge wins and you’re gonna see the big losses.
  • How we turn book buyers into customers who spend $97 a month for software, $297/m for software, $10,000 for a bootcamp, $25,000 for a mastermind group, and $100,000 or more for private coaching.
  • The sales funnels we use to launch this book
  • The Funnel Catcher (Funnel Catcher funnels, a.k.a. “Frontend Funnels” bring people in and convert freezing cold traffic into customers)
  • Survey Quiz Funnels, the Email Funnels, the Opt-In Funnels, the Giveaway Funnels, and a whole bunch more that we use to get us to sell our goal of a million books
  • And a whole bunch more…

So What Should You Do Next?

A few things…

First off, if nobody reads these, I’m not going to keep publishing them

So this is what I’m asking you to do:

  1. Subscribe to this blog by putting in your email below
  2. Comment below with your thoughts
  3. Share this post on your favorite social media sites

I’m 100% judging the success or failure of this blog project based on how many comments and shares we get…

If I don’t get you guys commenting and sharing then I’m not going to keep on writing…

I’ve got a lot of other things I can give my time to. But if this is valuable for you please comment. Let me know your thoughts. Ask questions…

And please share this on Facebook, Twitter, Instagram, wherever your favorite social sites are so we can share the love with other people.

That’s all I ask in return.

For that I’m literally going to be giving you behind the scenes access to my entire company. You’re going to see what we’re doing, how we’re doing it, and why we’re doing it.

I promise you there’s no other company on planet Earth that’s going to be this transparent with their marketing and sales processes.

I’m doing this for a couple reasons…

One, I really want you guys to understand these things so when you implement them in your business you’ll have huge success

Two, my core company is ClickFunnels. I want you guys using sales funnels. The more I can demonstrate how my funnels work, the more you can rip them off and use them in your company.

Yes, I said it. You can actually rip me off

“Swipe and Deploy”… whatever you want to call it…

I just ask that you don’t copy my headlines, images, and things like that…

But you SHOULD model my process

Model the stuff that works. Don’t model the stuff that doesn’t.

I’m going to be giving you guys detailed instruction on everything we’re doing and I want to make sure you’re actually using it.

Sound more than fair?

Cool.

Leave a comment down below. Let me know if you’re excited.

Subscribe to the blog. Please share this.

Let’s get started on this journey together to go from zero to a million books sold.

I’m excited to have you on this journey! Hopefully you’ll learn a thing or two along the way.

Thanks so much!

Russell Brunson

P.S.

If you don’t have a ClickFunnels account yet, now is the time to get started!

With almost 30,000 active entrepreneurs who are using our software (these aren’t free users like other SaaS companies brag about, but actual monthly paying customers) it’s a not a matter of IF you’re going to be using ClickFunnels, it’s a matter of WHEN.

There’s no better time than now.

So let’s get you started by setting up a free two week trial

Start immersing yourself in the software. This blog will serve as a blueprint.

Thanks,
Russell Brunson

P.P.S. I also recommend getting the DotComSecrets book. It’ll help you understand the strategy behind your funnels and get you prepared for Book #2 Expert Secrets that’s coming out April 18.



  • Annie Grace

    Reading on launch day but starting from the beginning of the blog. Such valuable information – thank you! I am super excited to watch the journey to 1,000,000!! 🙂

    • carl crow

      wheres my link to help you give away your book for a comission of up to $450.00

  • Cheri Tree

    Congratulations Russell! Can’t wait to follow your journey to 1M books sold! I’m launching my same journey this July in Las Vegas at our BANKICON event! Super excited!

  • I am so in to watch this launch! Go RUS

  • Windy Solis

    As i was reading it, these words keep on echoing again and again in my mind “is this it finally” ? it was not a cynical statement but rather one that is “a light at the end of the tunnel”. God bless you a thousand-fold more for sharing your gift to people like me.

  • Stian Weideman

    Looking forward to the journey Russell!

  • Thanks for this, Russell . . . and all your wide-open sharing of what you’re thinking and doing.

  • Payton DeLane LaCivita

    Very cool way to write a blog! I’ve had the same struggles for “blog” writing and the only random blog I’ve even been remotely interested in has been Tim Ferriss… until now. Cheers!

  • David Robson

    Is the blog being created in Clickfunnels?

  • Abigail Wolfe

    I am so excited to see where this goes. I have your first book and I am in the process of reading it now and you have given some ideas on how I am going to grow my company!!!!

  • Des Shinnick

    Looking forward to following this. Thanks.

  • Ross_Stokes

    great idea! thanks for taking the time to share the journey, strategy and tactics! This will be extremely useful!

  • Christie Clements-Shepherd

    Oh my so excited to follow this journey with you Russell. Your first book was so helpful….off to buy my copy of Expert Secrets now. Thank you for all that you share with the world!

  • Laurie-Anne King

    Excited to watch your journey!

  • Theocharis Katranis

    Sharing is caring. Thank you Russell. Being honest I find it to be the biggest charisma of your Attractive Character. We will follow your instructions and we will join you with the train of Success. When this is done I will visit you in USA to have a coffee with you and thank you personally for changing my life. God Bless! http://www.theochariskatranis.com

  • Emerson Patton

    Just such a brilliant way of engaging us on your journey it’s “reality TV on the web” and I just love it. It has already made me think about switching to your click funnels for my Infusionsoft system from optimise press. I have a big live event on 30th June myself called business accelerator summit and I will be modelling your successful methods. Especially after a weekend with Jonathan Pembethy next weekend in London. I see he is one of your testimonials.
    Thank you again
    Emerson Patton
    Emersonpatton@brightbusinessadvice.com

  • Gary Dillman

    This is very informative.. I would also like to know if you created your blog within Click Funnels

    Gary Dillman

  • Aubin Katuku

    Great stuff Russell. Thanks for your insights

  • Tameera

    Awesome! Looking forward to learning more!

  • Carole Carlson

    as always entertaining and informative. More please…

  • Fernando Arbex

    Awsome Russel. Very excited with this project of yours. Success Dude.

  • Yvonne Lines

    Thanks for the info Russel and I look forward to going through your journey with you, experiencing your ups and downs with you, till you hit your goal. I’ve ordered your Expert Secrets book and excited to get it. I’m a beginner so hoping to learn a lot from reading it.

  • Cynthia D Benedict

    Hi Russell, I received your book but regret to say that I have not started reading it yet. I have just gotten so sidetracked with life but will start reading it tonight and will follow your journey excited to learn with you along the way.

  • Tim Stenros

    Russell, love the way you put yourself out there and don’t hide behind the “guru wall”. You are always about adding value on top of value for your peeps. That’s why I’m a loyal customer and will remain so. I’m super excited about this blog as it is going to provide enormous value. I figure that the best way I can thank you is to actually implement the amazing techniques you are modeling for us. So, thank you…now and always.

  • This is so awesome and it gave me the idea that this is what I should do for my own course that I’m about to launch! Thank you! 😃

    I have learnt so much from you and your team and I’m forever grateful for that, and every day I learn even more. I am so excited!!

    Really looking forward to follow the rest of this journey!

    Thank you and have a great day!

  • Great idea Russell! 🙂 My first comment ever on your pages. I’m from Slovakia and I’m launching my second book too. Hope to find here new ideas to spread my word.

  • This is awesome and looking forward to reading more 🙂 !

  • coachroland

    Oh man! Another thing on my “I have to” reading list.
    All the best with your launch and sales.
    And thanks for sharing everything.

  • marqus parks

    Its all about the journey!

  • Mark Hughes

    Love the idea….Thanks Russell for making this effort!
    BTW: I have been looking for a simple support tool…GrooveHQ…giving it a try as well.
    Mark

  • Big Shirl

    Really long post. Really long video. But I read it and watched it, your first effort. Will keep going through the rest as I have time. Hope they’re not as long. I’m still in the know–like-trust stage. Have to go through all of this before I decide if I will take the first plunge and or any other upgrade.

  • ritch

    Men I’m So Happy To Follow Russell Brunson​ He has A Big Company Called ClickFunnels​ And He,s Documenting He’s Way To 1 000 000 Book Sold. Whose Into Seeing Someone Who Has Real Experience In Business Blowing It To The Sky?

  • Justin Benz

    Great idea… I am actually doing the same thing, with some differences of course. And I don’t have any proven track record, so it’s going to be a definite learning experience for myself and all that follow me. Good Luck!!

  • Jim Bunch

    Love the transparency my friend….love your innovation and leadership.

  • Larry Harless

    Im looking forward to reading this book. I love the concept for I’ve heard about this before from other marketers but it I’ve always seemed to have missed something along the way. I don’t have a product yet but I’m considering a network marketing product and I hope to build a downline. I don’t need a lot of money to live on but I do want to earn more than I do now so I can live the life I want to lead.

  • Sufijan

    This is Sweeeet! Loving the Journey!

  • Jose Luis Gonzalez Duran

    Great Russell! I´m going to read all your journey. Thanks a lot of for share with us.

Hey, my name is Russell Brunson and welcome to my blog!

"I'm sharing everything i'm learning on my journey to sell 1,000,000 copies of my new book!"

Teach Me How to Sell 1 Million Books

Week#10: Affiliate Wars

Books have been flying off the shelves since we launched our $20 CPA. Instead of paying affiliates 40% commission, we guaranteed a $20 payment for every book they sell.

Week #9: Renaming the Book and Changing the Funnel

I'm sure the #1 question you're going to ask me after reading the title of this post is "why in the world would you change the name of your book, Russell?!"

Week #8: Virtual Book Tour

We were up all night the night before the launch getting the funnel ready. Then we were we up early in the morning working up until the minute it went live.

Week #7: Launch Day!

18 months I've been working on this book. 18 months I've been stressing about the message. Over that time, as you've seen, I've had tons of sleepless nights to get this thing perfect.

Week #6: Becoming Batman So I Can Sell More Books

One of the big parts of the affiliate launch is to figure out what cool prizes affiliates will want to get. Most will do similar things... Apple Watches, iPads, iPhones, etc. But I wanted to do something different.

Week #5: Preview Chapters Building the Hype

We put together the second package for our Dream 100. If you remember from the first blog post about the Dream 100 we sent a package that had a blank copy of the Expert Secrets book.

Week #4: Teasing Expert Secrets and the Audio Book

Of all the things I could have possibly given that audience I felt that that was the most important because it's what gives you the big shift away from just making money to building a movement... from being an expert to building a tribe.

Week #3: Finally Submitted My Book to the Publisher!

This week has been crazy... We moved our entire office to the new ClickFunnels International Headquarters

Week #2: Assembling the Dream 100

Most successful influencers that could sell a lot of your books have promotional calendars. But usually these people spend 90% of their time promoting their own products and services and maybe 10% towards other people...


The beginning of my journey to

1,000,000

books sold

Who is Russell Brunson?

Over the past 10 years, Russell 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.