The Psychology of “Propaganda” Influence That Every Marketer Needs to Know | #Marketing - Ep. 46
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Jun 23, 2025
Discover how Edward Bernays, Freud's nephew, transformed marketing with psychological principles. Learn why selling identity beats products and how emotional storytelling drives sales. Explore the journey of turning negative perceptions into buying beliefs and the impact of reframing on decision-making. Real-life examples from politics and parenting illustrate these concepts. Unlock the secret to influencing at a deeper level and revolutionize your approach to marketing, branding, and communication.
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question_answer ANECDOTE
Bernays' Emotional War Campaign
Edward Bernays used emotional stories rather than logic to persuade people during World War I.
He influenced a whole nation to support the war through emotional appeal, not facts.
insights INSIGHT
People Buy Identity, Not Products
People buy an identity rather than a product itself.
Attaching a meaningful identity to a product drives mass movement and sales.
question_answer ANECDOTE
Creating the "Funnel Hacker" Identity
ClickFunnels created the "funnel hacker" identity to unite users.
Giving out stickers and shirts turned users into a passionate community with a shared identity.
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In 'Propaganda,' Edward Bernays lays out his vision for using propaganda to influence various aspects of society, including government, politics, art, science, and education. The book discusses the 'conscious and intelligent manipulation of the organized habits and opinions of the masses' as an essential element in democratic society. Bernays argues that this manipulation is carried out by an 'invisible government' of professional propagandists who shape public thoughts, values, and responses. The book explores the psychological and social science basis of propaganda and its application in different fields, highlighting its potential for both beneficial and detrimental uses[2][3][5].
Most entrepreneurs try to sell products. Edward Bernays taught us to sell identity.
In this episode of The Russell Brunson Show, I break down the hidden playbook behind influence, persuasion, and mass movement creation. After reading Bernays’ book Propaganda, the first of its kind on psychological marketing, I realized we’ve all been influenced by people we’ve never met, often without even knowing it.
You’ll hear how these principles apply to modern marketing, from webinars to branding to stage presentations. This is the kind of episode that will shift how you sell, how you communicate, and how you think.
Key Highlights:
The true story of Edward Bernays, Freud’s nephew and the father of PR
How the concept of propaganda turned into public relations and why it matters
The simple identity hack that helped us grow ClickFunnels into a movement
Why emotional stories sell better than logic and how to craft them
How I reframed negative perceptions to flip them into buying beliefs
Real examples from politics, religion, and parenting where reframing changes everything
When you understand how identity, emotion, and subconscious desires drive decisions, you stop guessing what will sell. You start influencing at a deeper level. Whether you’re running ads, speaking on stage, or building your brand, this episode will change the way you think about marketing forever.
The Russell Brunson Show 
