The Russell Brunson Show
The High-Ticket Tactics Bridger Pennington Uses to Close $30K Clients | #Marketing - Ep. 40
Mon, 02 Jun 2025
In this episode of The Russell Brunson Show, I’m sharing the second part of our recent ClickFunnels Connect event in Salt Lake City. After I kicked off the day and McCall Jones crushed it on stage, we brought up Bridger Pennington, and what followed was part motivation, part marketing strategy, and part masterclass in how to raise money, think bigger, and lead like a true founder! Seriously… His presentation was insanely valuable! If you’ve ever wondered how the top 1% think when it comes to capital, scalability, and leadership… This session is packed with gold! Key Highlights: Why most entrepreneurs struggle to raise money, and what Bridger did differently The surprising “David vs Goliath” mindset that helped Bridger compete with billion-dollar firms How to pitch your business to investors (even if you don’t think you’re ready) Why “small thinking” kills momentum, and how to build a vision people want to fund Bridger’s 3 keys to raising capital and building credibility fast What we can learn from the world’s best fund managers, and how to apply it to marketing The difference between being a CEO and a visionary, and how to grow into that next level of leadership Whether you’re bootstrapping a startup, scaling a sales team, or thinking about raising outside money for the first time… this episode will challenge the way you think about marketing, business, and what’s really possible when you step into the founder role! To learn more about what Bridger is doing and stay in contact with him… Go to BridgerPennington.com https://sellingonline.com/podcast https://clickfunnels.com/podcast https://www.clickfunnelsconnect.com 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 are the key challenges entrepreneurs face in raising capital?
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What's up everybody, this is Russell. Welcome back to the show. I hope you enjoyed the last episode where we talked about the ClickFunnels Connect event. You had a chance here for me and McCall Jones. And now I'm going to take you guys to the second part of that ClickFunnels Connect event. This one we've got one of my friends, Bridger, who has built an amazingly cool community and business here.
He's spoken for like live in the past. He's been in my Category King group and a bunch of other things. And yeah, just someone who I have a lot of love and respect for and Wenn wir das ClickFunnels Connect-Event in Salt Lake gemacht haben, habe ich gesagt, hey, du lebst hier, willst du kommen und sprechen? Und er hat es gemacht und er hat einige wirklich coole Dinge gespielt.
Chapter 2: How can word of mouth marketing influence your business?
Sehr taktische Dinge, die ihr euch sehr schnell in eurem Geschäft modellieren könnt. Einige Dinge, die wir gerade im Inner Circle diskutieren, die die meisten wissen. Und er hat darüber gesprochen, was cool ist. Und der Weg, wie er seine Rede beendet, war auch wirklich mächtig. Also, hört auf zu Bridgers Präsentation. Ich hoffe, ihr liebt es. This is the Russell Brunson Show.
All right, welcome, y'all. Good to see you. Grab a seat, grab a seat. I've got a short period of time, so I'm gonna go fast. Does that sound good? You guys cool? I'm gonna get more tactical and real stuff about this question right here. You might be able to see it, might not, but don't underestimate the power of word of mouth. Word of mouth marketing. And how to get more people to talk about you.
Chapter 3: What strategies can help you effectively pitch to investors?
The more I've been in business, the more I have realized A lot of this world comes down to, if I go to Earl, Earl, what do you think of Russell Brunson? I don't know if you guys heard that, but he said he's awesome with some enthusiasm. But if Earl said, ah, he's alright, that's it. It doesn't matter if Russell spends two million dollars on marketing, if Earl's like, ah, it was okay.
I'm probably not going to come to this event. But if Russell's like, what did you say again? He's awesome with enthusiasm. I'm like, oh, shoot, I'm going to show up. I'm going to be here on a, what was it today? Friday afternoon to come here, Russell talk and be at this place. There's so much power that happens offline. I had a good mentor. This is years ago. I'm in the ClickFunnels community.
I love this community. I was in Category Kings last year. I've been at FHL 2019, 2020. I've been the last six years in a row. I am a funnel hacker. I love this group of people. And I love so much the online automation and making ads and just being behind the screen and no one sees you. And then the more I've been in business, the more I've realized it's a pretty small world.
I had a good mentor in college telling me that. It's a very small world. And this could be when you're getting jobs, when you're finding partners. What do people ask? Hey, what do you think of Bridger? He's like, ah, he's alright. Or no, he's awesome. You gotta have him on your team. You gotta partner with this guy. That little difference makes the world. The absolute world.
Chapter 4: What mindset shift is crucial for entrepreneurial success?
So, how do you accomplish that? We're gonna talk about that in the next, what? A couple minutes we got here. I'm on a short timeline. Does that sound good? Yeah. Okay, let's do it. So briefly, I'm going to give you 30 seconds on my story. We're not here to talk about me. We're here to talk about you. But just so you know where I've come from a little bit.
So I went to, I served a two-year church mission in Taiwan, which was phenomenal. Spoke Mandarin Chinese. I always tell people, I raise capital now. I run investment funds for a living. And then we teach people how to run funds online. People are like, is it hard to raise money? I'm like, I went and taught religion in a foreign language for two years. Alles ist einfach danach.
Weißt du, was ich meine? Es ist schwer, Religion von Tür zu Tür zu verkaufen. Also, was ich liebe, ist, dass ich nach Hause gekommen bin. Ich habe sechs Unternehmen angefangen, meine ersten Jahre in der Schule, bei BYU. Eines dieser Unternehmen, lange Geschichte kurz, ich habe herausgefunden, dass mein Vater einen riesigen Fund veröffentlicht hat. Ich hatte keine Ahnung.
Ich bin in Sandy, Utah, auf der Straße. In der Schule bin ich herausgefunden, dass mein Vater damals einen Fund veröffentlicht hat. Er ist einer der Co-Founder, zweimal so groß wie Cardone Capital heute ist. Das war vor Jahren. Heute sind sie jetzt literally zehnmal größer als Cardone Capital, AUM-weise. Top 5 Real Estate Fund in the world. My dad is now retired.
You can probably see their office building from here. They are in Sandy, Utah Headquarter. They have offices all over the world, but headquartered in Sandy, Utah. Real Estate Fund, buying multifamily real estate and all sorts of stuff. My dad drove a car with a dent in the door. We just live a normal life in Sandy, Utah. Nothing special.
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Chapter 5: How do you build credibility and reputation in business?
In college, I come to realize, I come to find out, my dad has a bunch of money. I'm like, Dad, why haven't we ordered, why can't I order a soda at the restaurant, because we're all saving money. Ja, genau. Das ist das, was mich am liebsten interessiert. They loved the idea. I talked to the owners of the business. We set up this entire fund and I was like, crap, now I gotta raise money.
Who am I gonna go talk to? I'll go pitch my dad. Apparently he's got tons of money and he doesn't spend it on us kids. It's gotta be somewhere. So I sat down with my dad on a late Sunday night and I said, Dad, how would you like to be our first investor into our fund?
Er schlug und lachte und sagte, Bridger, ich habe das Geld, um zu investieren, aber wenn ich in dein Fund investiere, würde es die Erfahrung, dass du Geld auf deiner eigenen Seite erreichst, zerstören. Das wird ein Krutch sein, von dem du niemals zurückkommen wirst. Und er sagte Nein. Und er hat nie in einen einzigen Konto investiert, was ich gemacht habe. Bis vor zwei Monaten.
Er hat seinen ersten Konto in dieses Branding-Konto geschrieben. Das ist der vierte Konto, den wir jemals geöffnet haben. Er hat einen Quartier-Millionen-Dollar-Konto geschrieben, was ziemlich cool ist. Das ist ziemlich klein für ihn. Das ist wie sein Entry-Level-Konto. Ich habe ihn kaum bekommen. Aber wir schließen es ab. Du klappst für das. Das ist ziemlich cool.
Got our first check from Mr. John Pennington. Sorry, I'm going too long here. I ran these two funds in college. They did well. Me and Mason started to help people online. We started with a small course. We then scaled it. It took off. We did $2.5 million in sales. We followed everything Russell said. We did the weekly webinar. We started Monday, Tuesday, Wednesday, Thursday. We went live.
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Chapter 6: What lessons can we learn from successful fund managers?
Friday, Saturday, Sunday. We closed it and we restarted Monday. Anybody done this before? Russell at FHL 2019 said, I've never met someone who's done that model for a year. And what? Wir machen Soundchecks. Sind wir in Ordnung? Okay, Soundchecks. I know I speak with power, but I didn't know it was that much power. Or I was going to get shocked from God. Maybe I said something wrong.
It was like a lightning bolt. Take me out. Okay, they're doing sound checks. Okay, people on Zoom, we just had the whole building just shook. So, all right, we're good. I didn't even know what I was talking about. Oh, yeah, we launched. It went well. Weekly webinars, man. Back to expert secrets. It was amazing. We've now scaled. Fun launches.
We've had over 100,000 people take one of our courses online. We've now evolved more into an incubator program. We help people launch their funds, which is kind of cool. And then I run two funds currently. It's a crypto blockchain investment fund and then a GP stakes fund. We manage about $50 million AUM right now, which is kind of cool. So I practice what I preach.
This is what we're doing all day, every day. So enough about me. That gives you a little bit of the journey of what we are doing. So I'm in this game of reputation. I'm in this game of capital raising. I'm in the game of partnerships and deals and big money. We're pitching huge family offices. And back to the original concept of word of mouth spreads faster than you think.
I'm relatively young in my career. All of you in this room are relatively young. And I'm going to say that with a cat like, look no further than Mr. Warren Buffett. 99.9% of Warren Buffett's wealth was created after he turned 65 years old. After retirement age, he is the epitome of compounding interest. And he's now 93, 90, something like that. Let's call it about 30 years. 30 years after 65.
People overestimate they can do in one year and underestimate they can do in a decade. How can we build a reputation, a brand that... Vielen Dank. We have this concept like, oh, we're going to overdeliver, right? I think it's a little, it's been just overused, this term. I think it's still true. I like just get people results. Who does like a coaching group in this? Some kind of coaching.
Get people results.
Alright, Funnel Hackers, let's have some fun for a second. One of the hardest parts about B2B-Marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed? Ads for things you know you would never use in a million years.
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Chapter 7: How can you leverage knowledge panels for your brand?
And you start thinking, that person is wasting so much money targeting me for a product or service I will never use. And here's the thing. Those companies probably thought that they were marketing perfectly. But they were wasting money because they didn't get their targeting right. And that's why LinkedIn Ads is such a game changer. LinkedIn ist nicht deine tägliche soziale Plattform.
Das ist, wo über 1 Billion Professionale, Menschen, die bereits über das Geschäft denken, abhängig sind. Und ihre Targeting-Optionen sind unreal. Du kannst dich mit Job, Titel, Industrie, Firma, Größe, Rolle, Fähigkeiten, Revenue-Level, Seniorität targetieren. Du legst dein Fokus auf die Entscheidenden, die tatsächlich was du verkaufst. Es ist wie ein magischer Filter für deinen perfekten Kunden.
Und wenn du ernsthaft über dein Geschäft wachst und du willst nicht mehr bezahlen, um Menschen Ads zu zeigen, die nie kaufen werden, dann musst du auf LinkedIn kommen. Hier ist das Beste. LinkedIn wird dir sogar 100 Dollar Kredit geben auf deine nächste Kampagne, damit du es selbst probieren kannst. Geh einfach zu linkedin.com. Das ist linkedin.com. Terms und Bedingungen sind nur auf LinkedIn-Ads.
Vielen Dank. Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job posts seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires.
With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed. And that makes a huge difference.
In fact, according to Indeed, data-sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business.
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Chapter 8: What are the benefits of using LinkedIn for targeted marketing?
Prior to that, I was often posting my help-wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now, with Indeed-sponsored jobs, there's no monthly subscriptions, there's no long-term contracts, you only pay for results.
Now, you may be wondering, how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the show get a $75 sponsored job credit to get your job more visible by going to Indeed.com.
Just go to Indeed.com right now and support our show by saying you heard about Indeed on this podcast. Indeed.com. Terms and conditions apply. Are you hiring? Indeed is all you need.
We had a coaching group for a while, like, let's coach, let's sell the webinar. We're so focused on marketing. We've pivoted so much in the last year and a half to just results. Results speak louder than words. If I go up to Earl and say, how was working with Fun Launch? He's like, ah, it was all right. It doesn't matter if we spend a million. We spend one point. Where's Adam Smith, my CMO?
He's right here. There's Adam Smith, amazing marketer in the room right here. Has such a cool ClickFunnels story, by the way. If he has ever interviewed somebody cool. Adam, you slept in your car, kind of like... Ja. Ja. Ja. Ich war mit Pace Morby. A few weeks ago, I was with him just a few weeks ago, we were talking at the table. Same exact thing.
He's like, the secret to all of our, he's like, yeah, we're good at marketing. But the real secret of what we do with Sub2 and Pace Morbid is we get people results. And those people tell their friends, you gotta go check out this Pace guy. I'm sure a lot of you have had that with Russell Brunson. Who's told somebody about Russell Brunson? Isn't that like I've done it?
I've pitched you like a hundred times. I'm like, there's this guy. He's I know he's in Boise. It's like people don't live in Boise, but he's in Boise and he's got these awesome books. You got to go check it. Just start. Just read expert secrets just once and see if it changes your life.
And I bet you've sold more books and have rooms full like this because of that, that all the marketing done combined, I would assume, because the opposite would also be true. If it wasn't that good, if it was a little fluffy or whatever, I read his book, it was okay, it didn't really work out. Russell got me real results, and I'm guessing a lot of you real results. That's why you're here.
Can I get an amen? Amen. Now, let's get to tactical stuff. Sound good? Okay, that's like in person, which is stuff. I'm going to now go online a little bit of just some cool things that I've started to do to build a long-lasting brand for me. Does that sound good? Okay, can you guys see the screen, kind of? I didn't know about this until about three weeks ago, a knowledge panel on Google.
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