Top 40 Russell Brunson Quotes (2025 Update)

1. “Ultimately, the business that can spend the most to acquire a customer wins.” – Dan Kennedy.”

— Russell Brunson

2. “One of the fundamental rules of marketing is that “a confused mind always says no.”

— Russell Brunson

3. “Pay attention the next time you’re scrolling to what hooks grab your attention. Why did you stop? Why did you click play? What did the hook say, and how did it make you feel? Answering these questions will help you to become amazing at developing hooks.”

— Russell Brunson

4. “The problem is you can’t spend enough to acquire a customer, and the way to fix that problem is to fix your sales funnel,” I replied calmly.”

— Russell Brunson

5. “I went to college for four years to get my degree, then I spent an additional four years at chiropractic college to become a chiropractor. In all that time, not once did they ever talk about how to actually get patients to come to my clinic.”

— Russell Brunson

6. “The core strategy to understand is that your dream customers have already been congregated by your Dream 100. If you focus on identifying them and marketing to them, your dream customers will start flowing into your funnels faster than by anything else you could do.”

— Russell Brunson

7. “I realized that our only real goal in any of our marketing is to identify the false beliefs and false stories our customers are telling themselves – the ones that are keeping them from success – and to rewrite these stories inside their minds.”

— Russell Brunson

8. “The real power of the internet is the power of congregations.”

— Russell Brunson

9. “First, I subscribe to everything that my Dream 100 are publishing. If they’re on your Dream 100, they probably publish on at least one, if not many, different platforms.”

— Russell Brunson

10. “Fourth: Paid ads are how you scale a company fast. My number-one goal with every funnel I create is to have a “breakeven” funnel, where for each $1 we put into paid ads, we get at least $1 back.”

— Russell Brunson

11. “When building your Dream 100 list, instead of identifying the national influencers or leaders in your niche, you need to identify your local influencers.”

— Russell Brunson

12. “The same thing is true with your ads. If you hook someone, tell them a story, and make them an offer and they still don’t buy, it’s likely that the offer isn’t good enough for them.”

— Russell Brunson

13. “Every page of your funnel needs a hook, a story, and an offer.”

— Russell Brunson

14. “You have life experiences and talents that others don’t have that do give you an unfair advantage. By getting your process to work for others, you lose those unfair advantages and you have to adjust your process to make up for those shortcomings.”

— Russell Brunson

15. “If you change your bait, you’ll change your customer.”

— Russell Brunson

16. “For example, if I owned a local juice bar, I would ask myself: Who is my dream customer and where are they already congregating? My dream customer would be someone who is trying to get healthier.”

— Russell Brunson

17. “In the RELATIONSHIPS core market with a parenting submarket, I’d ask: “What other vehicles are people trying to use to have a better relationship with their kids inside the parenting submarket?”

— Russell Brunson

18. “Offer: The hook gets your customers’ attention, the story creates desire, and the last step of every message, post, email, and video is the offer.”

— Russell Brunson

19. “I also watch what my Dream 100 are publishing because, in the future, I might be creating ads for these same people.”

— Russell Brunson

20. “The offer could be as small as telling them if they “like this post” or “comment on my video” or “subscribe to my podcast” or “join my list,” you’ll give them a special thing in exchange.”

— Russell Brunson

21. “If I know the things that an individual member of my Dream 100 are saying to their followers, I can model the same language patterns in my messages.”

— Russell Brunson

22. “Start with your favorite social network and try to write down between 20 to 100 Dream 100 names for that network.”

— Russell Brunson

23. “This Hook, Story, Offer framework is the pattern that you’ll see over and over again in most ads and funnels online.”

— Russell Brunson

24. “Social wasn’t about selling. It was about making friends. I changed my tactics, deleted all my posts that were trying to sell my products, and started serving, interacting, being entertaining, and having fun with my followers.”

— Russell Brunson

25. “The most common mistake that entrepreneurs make when they start their Dream 100 is to wait to start building relationships with those people until their product is ready.”

— Russell Brunson

26. “Showing you the strategy and tactics on one platform is the equivalent of “giving a man a fish,” and teaching you the framework to get traffic from every platform is the equivalent of “teaching a man how to fish.”

— Russell Brunson

27. “First: It’s faster. Paid ads can give you immediate feedback. I can turn an ad on and within minutes have people flooding into my funnels.”

— Russell Brunson

28. “Because people who are on Instagram love to consume content on Instagram. The same is true for our blog: our superfans will move from Facebook and other places to read our blog, but our best blog readers are people who read other blogs. People who love to watch YouTube videos love to watch videos on YouTube, and people who listen to podcasts listen to podcasts.”

— Russell Brunson

29. “No longer would people only buy when they needed something; now advertisers had the ability to create desire and sell people stuff that they wanted.”

— Russell Brunson

30. “To find these dream customers, I would create a list of the local gyms, health food stores, chiropractors, personal trainers, nutritionists, etc., and then start building my Dream 100 from that list.”

— Russell Brunson

31. “The first step in this process is to become obsessed with your dream customer. Companies that become obsessed with their products will eventually fail.”

— Russell Brunson

32. “When most people hear the title of Traffic Secrets, they assume I’m just going to show how to run Facebook or YouTube ads. While those tools are great, they’re just small external tactics of a much larger strategy.”

— Russell Brunson

33. “In DotCom Secrets and Expert Secrets, I spend multiple chapters talking about Hook, Story, and Offer, where I fully explain how to make irresistible offers and the frameworks we use for story selling.”

— Russell Brunson

34. “List building is a completely different investment model. I might have to pay anywhere from $1 to $5 per lead in Facebook. For this example, let’s use the top number. If I paid $5 per lead and only spent $5,000, I would generate 1,000 leads. If I averaged $1 per month per name, after five months I would break even, and after that I would have a positive cash flow of $1,000 per month.”

— Russell Brunson

35. “In the WEALTH core market with a real estate submarket, I’d ask: “What other vehicles are people trying to use to make money inside the real estate submarket?” The answers to these questions would include: house flipping, short sales, and wholesaling.”

— Russell Brunson

36. “The offer doesn’t always mean asking people to buy something amazing, although this is my favorite type of offer.”

— Russell Brunson

37. “In the HEALTH core market with a weight-loss submarket, I’d ask: “What other vehicles are people trying to use to get six-pack abs inside the weight loss submarket?” The answers to these questions would include: Keto diet, vegan diet, meatatarian diet, and bodybuilding.”

— Russell Brunson

38. “The answers to these questions would include: homeschooling, baby sign language, after-school sporting programs, and drama.”

— Russell Brunson

39. “Association of Sales Executives revealed that 81 percent of all sales happens on or after the fifth contact. If you’re a small business owner and you’re only doing one or two follow-ups, imagine all the business you’re losing.”

— Russell Brunson

40. “Showing them that it didn’t just work for you, but it also worked for people just like them, is the key to getting them to believe in your framework.”

— Russell Brunson