The Russell Brunson Show

Understanding this, will help you become a world class marketer. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Good morning everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to talk to you a little bit about chain marketing. All right, so if this sounds a little weird today, it's because I'm actually in my sauna. I'm behind on podcast episodes, and so today I took my kids to a virtual trip thing called Seminarians early morning, so it took them this morning, and it is freezing cold today. The wind is almost like a tornado here in Boise, so it was freezing. And I was like, "I'm going to get in the sauna and get warmed up." So I turned the sauna on, and then I was like, "You know what? I'm just sitting here, I should record a podcast." And I started thinking about just things I could talk to you about. And there's so many things. That's the pros and the cons of this podcast. When I first started I was like, "I don't know if I'm going to be able to think of something to talk about every day." And then the other side is like, "There's so many things I could talk about. So many things I want to talk about." It's like, "Where do I go? What do I focus on?" I've been thinking about different ways to increase the experience with this podcast too, and I've got some cool ideas I'm potentially looking at here in the near future. But today what I was thinking about was just something that came up yesterday at wrestling practice, actually. So my days right now are kind of chaotic, as the time I'm recording this we're in the middle of the OFA 30 day challenge, which we're actually doing live right now, which has been really, really fun. But I'm literally doing it live every single day. And before that I did the five day lead challenge. I'm waking up every morning, going in live, streaming live, it's been now one, two, three... It's four weeks, four weeks of live every single morning. Which is good, but it's just like, it's a lot to be consistent that way. Anyway, I digress. So I've been doing that, and then as soon as it gets done, I go and work on the one pager for the day, and then I go finish the other training, other programs, so it's all that stuff I got to get done. And then every day at 10:30 I have to race off to get to wrestling practice with my boys. So they're freshmen in high school this year and we're on the wrestling team and I get to be one of the assistant coaches. So I race in there to get them every day. So my day is like chopped in half basically, which happens every year about this time, but it's fun. So anyway, it's been fun wrestling practice, the last little bit, the coach has had me do a lot more of the teaching and training, and so I've been working on a couple of different moves. I was working on a set up initially where someone has to come in and get inside control. And that's the first move, so we all worked on getting inside control. And then the second thing was like, now you're inside control, now let's work on doing this thing called the steering wheel where I club his head and I pull his tricep one way and than the other way. And it gets them moving. So I'm doing this thing called the steering wheel, which is like a motion drill. And then from there, it's like, there's a lot of things that someone could do. Like if I push into it, if he pushes back into me, I got a snap down. If I push into him and he doesn't push, but he switches his hands to inside control, I got to come back to inside control ready to break it off, or... There was just all these different things. And so it was interesting, when you first are teaching these kids, you teaching each move in isolation. So it's like, "Okay, you have to learn how to do, just like getting inside." That's just one little thing. So you teach them isolation, how to get inside. Then you teach them isolation, like, "Okay, here's how you do a steering wheel," like, "you club here, you pull here and your feet go here." So you drill that, just that one thing. And then you do the next thing. And so you're doing all these moves in isolation. And so we spent like two days then just learning each move in isolation. And then today, or soon yesterday, I went in, and I started working them, "Okay, we're not going to learn anything new today. You guys have all the core fundamentals you need. Today we're going to do a thing we call chain wrestling." What chain wrestling means is, like in a match, you don't just walk out there and like, "Okay, I'm going to do one move," And you get inside control, you're like, "Now what?", right? You don't do that. In a wrestling match, the other dude's battling against you, so you come in, you're like, "Okay, I'm going to go in from my inside control." So you go inside control, but then instantly he's doing something. So then you have to react. Then they do something, and then you react, and back and forth, and back and forth. And so chain wrestling is knowing that I'm not just doing this one move in isolation. I got to be doing this move, to this move, to this move, to this move, and if he does this, I got to shift, do this, this, this. And so it's taking these individual techniques, which is like a link in a chain, and you're chaining them together. So there's four, or five, or six, or seven different things. Because in a real match, you don't walk out and just do one thing. You walk out and you're like, "Hey, I'm going to go for my one thing that I think is my best, but then it's a wrestling match, now it's a battle. And the secret is chain wrestling. It's getting good at moving from this, to this, to this. And then if they go here, you go this, this and then shift to this, this, this, this, and moving back and forth, back and forth. And so that was what yesterday was about, was chain wrestling, tying these individuals moves together into something amazing. And anyway, at practice I was teaching that. It was interesting, because right now I'm in the middle of the OFA 30 day or the One Funnel Away challenge. And I started thinking about it, and the One Funnel Away challenge is actually, the way I'm teaching is very, very similar. And you guys having gone through my training, you'll probably know the same thing. There's all these little techniques that you learn in isolation, so you have all these little techniques that you learn in isolation. So any chapter of my book could be a technique. The attractive character, hook, story, offer, like there's these things. But in and of themselves, they don't do anything. It's when you chain them together into a process that they're successful. And so for example, in the OFA, one of the first things I teach people about is that you're not selling a product, that you're selling a result. That's the first thing. And so then the result, when you're selling this result, when I talk about in there, for example, if somebody comes to you and let's say you're at Home Depot, they don't go to Home Depot to buy a drill. The drill is the tool, but they want a hole in the wall. That's why they're going to get the thing. And same thing, someone doesn't want to buy ClickFunnels. ClickFunnels is the drill. What's the result they want? The result is they want to grow the company. And so ClickFunnels is the drill, but the result is that they want to grow the company. And so it's realizing initially that you're not in the business of selling drills, you're in the business of selling results. And what's the big result someone's looking for if they're coming to you? That's the big question. And then after the big results, they can now step back and like, what's the framework that gets somebody that result? And your drill, may be one step in the framework. ClickFunnels is one step in my framework, but it's not the business. The business is getting people results. That's the first thing I have people understand. So it's like, okay, now understand frameworks is the key. What is the framework? Okay. And the next thing is, how do we turn this framework in... It's like, sorry, so that's one tactic, One technique. That's like me getting somebody inside control. Now you understand that, a business is not a product, a business as a result. What are all the steps in the framework that gets somebody that result? So there's the first technique. The next technique, oh, and now we've got a framework, how do we make this framework tangible? Because just knowing the steps does not make somebody give you money. You have to turn it into something tangible. So from there what we taught people was like, okay, here's the framework, and how to use frameworks," like you needed a video to teach the process. one pager which lays out the homework and assignment, and all that kind of stuff, and now you have something that's tangible that you can trade and exchange for an email address, you can trade and exchange for money. Now you've got a tangible thing. So that's the next technique, is taking the framework and making it tangible. So there's the next piece. And then the third piece, it's like, "How do you increase the value of that framework?". Well now we need to change it from just a singular product into an actual offer, that's the next phase. So how do we turn it into an offer? Well, to make it an offer, we blah, blah, blah. You add the stack multiple products together, and now it becomes a unique, proprietary offer that only you can offer. And that's the next phase, and create an offer. And then I take the offer, and then say, "Okay, now how do we sell this, the core framework, how do we sell that?". Then it becomes the next question, it's like, "What's the sales script we use to sell this product in this thing?". And so that's another standalone. It's like, "Okay, here's a sales script, here's another sales script, here's another one." There's different sales scripts, and that's another technique. And then the next is, "There's different funnels, what funnel do you use?". Then you're plugging it in at each step of the funnel. So anyway, it's interesting because as I look at OFA, we're teaching all these individual techniques, and now this week inside of OFA, and then it's like building an actual funnel. And I explained to people, in fact, yesterday's training I explained this. I was like, "I hope you guys understand this, these foundational things you're learning, like "How to look at business as a result, not a product, and then how to turn that result to a framework, and that framework into something tangible, a product, and then from a product into an offer, and then after you have an offer, how do you sell that offering, what's the sales script to sell that actual offer?", and I was like, if you looking at it this direction, I want you to understand... I even talked about Mr. Miyagi from Karate Kid, I'm like "wax on, wax off". I'm like, "This is the thing you have to understand is what I'm teaching you is these things, they don't make sense in isolation." Like, "Who cares about a result?", or it's like, "I don't sell frameworks, I sell e-comm," or it's, "I don't do frameworks, I'm a dentist." Everyone's got the reason why they don't think things work. I'm like, "No, you understand, this is me teaching you to, Mr. Miyagi, like 'wax on wax off,' from Karate Kid. Or it's me coming in to the kids at high school and saying, "Okay, this is inside control, you have to get inside control." And they're like, but coach, I needed to take a shot." You'll take a shot, a shot is part of your setup, but like inside control's, number one, you have to get that, and control that, and keep that. That's the first piece, you guys can't miss that. And then it's like, "Okay, from here, you got to move to a steering wheel, this is how you get them off balance, that's how you get your motion, that's how you get things moving." So we're layering these things on, to now the kids, when they start chain wrestling, it's getting good at, "Okay, step one, two, three, one, two, three." And now in marketing, it's the same way. As you learn these natural skill sets, like the skill set of, of creating a framework, and then turning that framework tangible, and then turning that tangible product into an offer, and then figuring out how to sell that offer, those little skillsets in and by themselves are individual techniques, but when you tie them together, now you can sell anything. Everything people are learning inside OFA, or that you guys are understanding, instead of OFA, I'm giving people a very specific funnel. There's basically a $7 offer, a $37 order form bump, OTO1, OTO2, thank you page. That's the funnel structure. And it's a great funnel structure, but you can take these principles, anything. Say you want to do webinars, it's like, "Hey, I need a webinar." Awesome, and here comes the wax on wax off, here comes the fundamental. So the question like, “on this webinar, what's the framework you're teaching them? What's the result they're trying to get from being on the webinar? What's the framework that you're going to get? How do you turn this into an offer? What's the sales script you need?” And then you're plugging it into the pages of the funnel. Or it's like, "Oh, I'm going to sell a physical product." What's the cart funnel look like? Or I want to sell high ticket, what's the high ticket cart look like? And it's just like, once you have these little fundamentals, it works in every situation. You just give me a different product, I know the fundamentals, it'll work. I step on the mat with a different wrestler, I know these fundamentals, it doesn't matter, it's going to work. And so I'm plugging in all these core fundamentals, but I get good at chain wrestling, I get good at tying the first thing, the second thing, the third thing, the fourth thing. Or you walk... Right now, it's funny, when people hire me from consulting, it's not like I have to think, "Oh, what am I going to do for this company?" I know what I'm going to do. I know the fundamentals. I walk in, "Cool, what are you selling? All right. So right now you're selling a drill. Okay? Understand you're not selling the drill, you're selling a result. What's the result? What's the framework to get that result? Cool. Now we've got that. How do we turn it into something we can sell? All right, now how do we increase the offer? Now what's the sales message we need?" All the pieces just come together, and it doesn't matter what business, what product, what offer, what funnel type, anything you want, those five or six core fundamentals, we're looking at all of them across the board, over, and over, and over, and over, and over again. Does that make sense? Just like in wrestling, it's the same thing. You give me any opponent, doesn't matter. I know that off the whistle I'm going to come in and get inside control. From there, I'm going to try to do steering wheel to try to get my motion, get them off balance, and from there, depending on what the pressure is, either I'm going to snap, or I'm going to snap the wrist, I'm going to do an arm drag, I'm going to do a... There's like 10 things I can do off of their pressure, but I'm chaining these things together. Anyway, so I saw the correlation between the two of, a lot of times you learn a technique, or you learn a tactic in isolation, and it's kind of cool, but it's not till you start getting good at chaining these things together that you become a world-class marketer or a world-class wrestler. Because anybody can do the technique, anybody can go and get inside control on somebody, anybody can go and shoot the shot a certain way, anyone can go and do one of the pieces. You becoming a master comes you understanding the pieces at such a level that you can tie them together at any time. In a wrestling match, you don't have to think through it. You walk out there, the whistle blows, the ref's ready to go, and it's a scramble. The second you walk out there. But you have to notice, simply enough, that your brain subconsciously is able to go, "You want from here, to here, to here, to here, to here." I feel like, for me, in business now it's the same way. You bring me anything, it's like, "Okay," I don't have to think through it. Subconsciously I've drilled these tactics so many times, it's just like, "All right, cool. This is what we're doing, this is how it works." Boom, boom, boom, and we're ready to rock and roll. And so, anyway, I just want to share it with you guys. Because I think a lot of you guys are getting stuck learning the tactic, but not chaining them together. There's a marketing game, there's a lot of pieces in it. There's the product, there's the sales message, there's the offer, there's the traffic, there's all these things. So it's like, learn those fundamentals, and then get good at testing them together, chain wrestling. Chain marketing from one to the next, next. The better you get at those fundamental skill sets, the easier and the better you'll be at building out the funnels, creating the sales messages, et cetera, et cetera. So, anyway, I just wanted share with you guys, as I'm trying to help my wrestlers get the next level by mastering first the techniques, and then weaving them together and chain wrestling, I wanted do the same thing to you guys. We're mastering the techniques, the fundamentals, and then you're weaving them together into chain marketing, where you're going from thing, to thing, to thing, and you understand exactly what you need to do, what you got to create, what the process, what the flow is, and they can plug in any product into any funnel, because the fundamentals are the same on every single step. Does that make sense? All right, with that said, my body is now officially warmed up. I'm going to go give Nora a hug before she heads out to school. Appreciate you guys for listening. If you got any value from this episode, please let me know. Take a screenshot on your phone, and then a post on social media and tag me. I like seeing them and reading the comments, it's a lot of fun. And with that said, appreciate you all. And see you guys all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

On this previously released episode, Russell reminds you to listen to what the market wants instead of telling it what it wants. This episode is a few years old, but the message is still just as important today! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I want to share something today, and some of you might be thinking, Russell this is a marketing podcast why are you talking about God? Because he has to do with everything, it’s really important. And the lesson I learned this weekend has to do with God, but it also then relates back to you guys and your market, so I think it’s really, really important. So I was in Utah and I had a meeting with someone who is one of the top leaders in my church, the Mormon church. And we believe in our church that there’s a prophet and his 12 apostles, similar to how when Christ was on Earth. And my meeting was with one of the twelve apostles, which was really a huge honor, and scary and exciting and all those things all wrapped into one. And I had a chance to meet with him. So this whole week prior to leading up to it, I’ve had a lot of thoughts about just life and how things work and then obviously meeting with him and then afterwards, it was a really neat reflection in time. And there was something that came out, I mean, there was a lot of stuff I wish I could share in the context of this podcast, but it’s probably not appropriate or the right spot, so I won’t. But there was one thing that just kept ringing through my head that I wanted to share because I think it’s important and it does relate back to marketing. So there you go. Is it I alright if I relate it back to marketing, if I talk about God for a few minutes? Hopefully that’s okay. So it’s interesting, if you look at the world, what the world tries to do is that they see, I don’t want to get political because I don’t care about politics at all, so I’m not going to get political. But I see this mostly, it’s amplified in politics, where it’s like these are the agenda items that people either believe this or believe this and they fight back and forth, who’s right and who’s wrong, and all that stuff. And it’s kind of crazy. And it’s been interesting, in my life, and I’m not perfect in this by any stretch, this is what I aspire to be, when I look at an issue, when I look at something it shouldn’t be what do I believe. What does Russell believe on this topic? It should be, okay I believe in a God, so what does God actually believe on this topic? And then my job as a human here is not to try to convince God that, “No, no, no, you’re wrong.” Because he’s not. So my goal is to look at what he believes on the topic and then bend my will towards that. Say, okay this is what he believes therefore this is what I believe. That’s how it should be, if you do believe in an all powerful creator who created the heavens and the earth and everything. I think we should bend our will towards him. This is what he thinks, therefore this is what I think, on any topic. I think that’s important as we’re trying to set up our belief’s. What we’re for and what we’re against. It should be less of, this is my opinion, this is what I think is right, this is what I studied, what I read. It should be like, what does God actually think and then sit back and pray and find out what he believes and then be like cool. I will align my will with yours. I will align with that because that’s what you believe. So I was thinking about that, again, something I probably wouldn’t normally share inside the podcast, but I started thinking about this from the business standpoint too because there’s always correlations between all things. And it’s funny because a lot of the entrepreneurs that I work with, it’s interesting what they do. They have an idea, “This is a product I want to create. It’s the greatest thing in the world. It’s going to change mankind. I want to charge this price for it, this is how I want to deliver it.” And they have all these things that they want to do because it’s their idea. It’s their baby. And they go out there and they put it on the market and the market crushes it and it’s like, that idea sucks. Or that price point is not right. Or whatever it is, the market goes and does it’s thing. And the market in this situation is kind of like God. The market doesn’t care who you are, not that God, God does care. But the market doesn’t care who you are. The market doesn’t care how good your ideas are. The market is what it is. If you put your thing out there and it will tell you, that idea sucked. Or that idea is amazing. Or whatever the thing in between there is. And our job as entrepreneurs, is not to try to convince the market that our idea is the best, our job is to find out what does the market actually want and then align our will with that. And when you do that, that’s when things explode. That’s why when we test funnels, we’ll test and be like, oh the market said no. And we try again and we test and tweak the messaging and the pricing, we keep moving things around until we figure out what does the market actually want? How much do they want to spend for this? What’s the price point? What do they actually want? Do they even want this product?  A lot of my ideas they didn’t want. As great of an idea as I thought they were, the market did not care about it. And the market is the only thing that actually matters. So I always tell people, it drives me crazy people in my coaching programs, Facebook groups, and everything will come in and be like, “What’s your opinion on this?” and I’m like, “Dude, don’t take my opinion on it. I don’t even trust my opinion on my own stuff. I let the market decide. I create the thing the best I know how to do, based on what I have seen the market respond to in the past. I make the thing and then I send some traffic to it and I let the market vote. And I don’t let the market vote through quizzes or surveys or things like that. Where they’re like, ‘Oh yeah, I would buy that.’ The only thing that I care about is people that actually pull their wallets out of their pocket and swipe their credit card. That is how the market votes. They don’t vote with their mouth, they vote with their credit card.” Anyway, so that’s how it works. So for you guys, as entrepreneurs, it’s important for you to not get so caught up on your ideas and what you believe. It is important for you to figure out what the market actually wants. What they actually believe. They believe this is worth this amount of money, they believe that this is what they want to buy. You figure out what the market actually wants, and you do that you become rich. If you fight against that, you struggle. I’ve seen people go years, maybe decades and never have success because they are trying to jam their belief’s down the market’s throat. And the market doesn’t care about you, all the market wants is what it wants. So you gotta figure out what it wants and then you align your will with that. And that’s it. So as I was thinking about that this weekend with God and our responsibility to not so much try to dictate what we believe and try to shove it down his throat. But to figure out what he believes and align our will him. It’s the same thing with the market. And when you understand that, that’s when business becomes a lot easier. It comes back to Expert Secrets 101, like page 3 or whatever, find a hot market, ask them what they want, and then give it to them. It does not say, find a hot market, decide what you think would be awesome to create and then jam it down their throats. That is a hard business to run. Okay, it’s the opposite way. Find a hot market, ask what they want, and then give it to them. That’s it and the market will tell you. The market will tell you if you’re right. The market will tell you if you’re wrong. If you’re wrong, don’t be mad about it. Just change your approach, change the pricing, change the hook, change the angle, change the product, change the service. Create what it wants and then everything will take place that you need it to. Okay, there you go, is that okay that we reel religion into this thing? Because even if you guys don’t believe in God, it doesn’t mean he’s not there. That’s what’s interesting. I have people, friends that are like, “I don’t believe in God, you shouldn’t talk about it.” I’m like, “Whether you believe in him or not, he’s still there.” That’s the interesting thing. People are like, “I don’t believe this will sell.” Whether you believe it or not, it doesn’t really matter, it’s what the market believes. So let’s go find out what the truth is, and let’s align our belief’s with that. That’s in all aspects of life. So there you go. That’s preacher Brunson preaching on. Hope you guys don’t mind. Anyway, regardless, I hope you got something out of that one and hopefully you guys understand that’s how the world works, how the market works. And when you understand that, and you align your will toward it, that’s how you grow a company. Find a hot market, ask what they want, and give it to them. Alright guys, I’m at the office, I gotta go. See you all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

The thing that encompasses your product, your offer, your funnel, and your value ladder. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson. This is a late night edition of the Marketing Secrets Podcast, that's why I'm talking a little bit quieter because I don't want to wake up my wife and kids. But I was thinking about you guys, wanted to jump on and share with you a concept that I call 'the umbrella brand'. I may have mentioned this before in a podcast. And when someone joins my Two Comma Club X Coaching Program, it's one of the first things I tell them to do. Because so many times we get into business and we're thinking about a part of the business. We're thinking about a product, or we start thinking about an offer. Initially, when people get started, before they've been hanging out with me for a while, their first thought is like, "I'm going to create a product," and then eventually they're like, "Wait, I don't want a product, I want an offer." So they create an offer, and then they're like, "Wait, I don't want an offer, I want a funnel with multiple offers in the funnel." And then they're like, "Oh, cool. Actually I don't want just a funnel with offers in it, I want a value ladder." Right? And so the vision starts growing and growing from product, to offer, to funnel, to value ladder. It's interesting because in my business I've done the same thing. I've gone all over the place. I always laugh, because when somebody joined my inner circle back in the day and they'd come in, the very first conversation we'd usually have was like, "Well, how many businesses you have?" And people would be like, "Oh, I've got 12 or eight." And they're always proud of it, and they're like, "I have eight, but four more that I'm building." Like, "Okay, well, the first thing we're going to do to grow your company is you've got to pick which of your eight babies we're going to kill, which we're going to keep?" And they're like, "What?" And I'm like, "You're only allowed to have one." The person that serves more than one master is not going to be successful. And it was always hard them. The people who grew in scale were all ones who started focusing on one business. And so the question though is something that means one funnel, or it means one value ladder. What does that actually mean? And so for me, when I go into a market or when I consult somebody in a market, one of the first things I tell them to do is to create an umbrella brand. It's an umbrella brand that all the other products, and services, and offers, and things can fit underneath. Does that make sense? So if you think about ClickFunnels; ClickFunnels is a software product, but it's an umbrella brand. So underneath ClickFunnels there's a lot of different things, a lot of tools, a lot of stuff. But I want to illustrate this with a different brand of mine that you probably know, that it's probably going to be more clear for most of you guys. A lot of you know I own marketingsecrets.com. This podcast is called the Marketing Secrets Podcast, but right now I've taken most of my intellectual property and I moved it out of my own personal name, I moved it out of ClickFunnels, moved it away from everything, and I set up this umbrella brand called Marketing Secrets. If you look at that, that umbrella brand is the core thing that I do. So it's, I teach people marketing. And so underneath that big umbrella, there's a lot of stuff. There's the Dotcom Secrets book, the Expert Secrets book, the Traffic Secrets book. There's the High Ticket Secrets Training Course, there's the Course Secrets Course, there's... What else do I got? There's all the products, everything I teach. There's this podcast, there's a blog, which I'm not a very good blogger, but there's a blog in there. There's all these things, right? It's cool when you have an umbrella brand, because then all the things in your value ladder fit underneath this thing. And so my education business, the value ladder that's associated with that, it all fits underneath this Marketing Secrets brand. You know, ClickFunnels is different because it's its own brand. And so I'm breaking my own rules, by having two companies. I have my information business company, which is the Marketing Secrets one. Then I have the ClickFunnels software company, but they compliment each other obviously. We're bringing in people through the education company, they're going to software and vice versa, so they do compliment each other. But I just wanted you guys to think through this concept of an umbrella brand. Do you have one? It's cool because right now, there's so many cool new things coming out on the market. For example, Clubhouse came out, and for a long time I was like, "How do I play clubhouse? What do I do? How do I not do this? I've got to figure something out." But if I step back and look my umbrella brand, Marketing Secrets, like, "Oh, I could jump in there and just do a Marketing Secrets Clubhouse room." I jump in there and just say, "Okay, I'm going to share marketing secrets." What does that mean? It means anything. I'm going to share things about marketing that I like, that are exciting. I could bring guest speakers in and like, "Okay, tell me your number one marketing secret. Tell me your number one marketing secret." And it gets really, really fun, right? I can say like in this podcast, every week I'm like, "Hey, what's your marketing secret." What's something I want to talk about, what's something I'm learning. What's something I'm discovering, what's something I remember from the past, I want to share with people. I can just share that. If I have a blog post, I can do blog posts on different marketing secrets. And so this umbrella brand... I don't know, all these things fall off it. Somebody who was going to clubhouse and see, "Oh, there's a Marketing Secrets room. What is this?" They're going to jump in the room, they're going to learn some marketing secrets and they're naturally going to come back and be like, "Okay, Marketing Secrets is this brand that teaches a lot of marketing secrets." But then now it pushes people to a specific offer like, "Oh, I'm going to read a book called Dotcom Secrets or Traffic Secrets or Expert Secrets, or all the things that fit underneath that umbrella brand. This is funny, this is me telling on myself. I've been so good for the last seven years at just focusing on my business, which was ClickFunnels and Marketing Secrets, just focusing on that one baby. But as my team's gotten bigger, we've got 400 plus employees now, part of me is missing the thrill of building offers that aren't necessarily just ClickFunnels offers. And so I've got a little side team where we're building some fun things. But as I'm going into each of these different markets, it's fun because one of the first things I identify is, what's the umbrella brand of this thing? So when I'm thinking about an umbrella brand, I'm thinking about a couple of things, like number one, I should be able to have a blog that fits underneath that brand, there's a podcast that could fit under that brand. I could do a Clubhouse room under that brand, I could do an Instagram channel, I can do all these things, that are not a product, but it's just this brand. A bigger thing, right? And then inside that, underneath this umbrella brand, then I could have products, and then offers, and then funnels, and then value ladders. So that stuff all fits underneath it. But the overarching brand I can use to bring noise to the topic, to the concept, to the thing. Which creates noise, which sucks people in, and then from there, then I can direct them into specific products, and offers, and funnels, that'll solve a problem, fix a result, and things like that. Does that make sense? So, for example, right now we're working on a really cool software product. It's personality based, like those personality tests and things like that. It's not done yet, but it's going to be so cool when it is. And so for me, I say, "Okay, what's the umbrella brand." So I tried to find a really cool domain name, eventually the domain name I got is understand.me. If you go there, it's dead right now, don't go there. The umbrella brand has not been built other than I got a logo, and a couple of things. We did do Summit, and we started playing there a little bit, but there's a lot of work to do. So don't go there and model it yet, later this year you'll be able to. But that becomes this big brand, understanding me. I want to understand myself, I want to understand you, I want to understand people. So it becomes this umbrella brand. Inside of there, now I can do all these things, I can have a blog that's talking about personality tests and understanding. I can have a podcast, I can do a Clubhouse room about personality. There's so many cool things I can do that all tie to this brand. And then inside the brand, eventually, it'll be like, "Oh, hey, if you're listening to this podcast, by the way, guys, cool software, go check it out here." Which I did with click funnels, right? "Oh, by the way, there's this really cool book that's going to teach you specifically, all these bigger, higher level topics, these secrets, these concepts, these, whatever we're talking about. There's a book here that's going to give you very specific... my favorite ones, the ones that I like the most, or whatever. Or the stuff that's the best, just like I did inside Marketing Secrets. Like, "Oh, go buy Dotcom Secrets, buy Expert Secrets, buy Traffic Secrets. So I never really sell a product called Marketing Secrets, because it's not a product, it's a brand. It's an umbrella brand that encompasses the products, the offers, the value ladders, et cetera. So anyway, I don't know. It's late. I may be rambling and this may not make much sense, but anyway, that's just what to think about. I've been buying a lot of big domain names recently, with the idea of, this is going to be an umbrella brand someday for a topic and a concept I'm excited for. We have some cool domains, really excited for it. One of them, for example, if you've read the book Atlas Shrugged, then you know who John Galt is, right? Obviously I've been fascinated with that book for the last year or so of my life. And so when I went to buy it, I bought John Galt Society. So John Galt Society becomes this big umbrella brand. And it could be a blog, it could be a podcast, it could be a news... It could be all these things. It could be an Instagram channel, could be this thing where it's like, "Hey, this is the John Galt Society. We're talking about John Galt and his principles, and all these things." And then under that umbrella brand, then I could sell whatever. I could write books, I could do t-shirts, I could do courses, I could do other things. But this umbrella brand gives ability to bring people in. Another one, I bought haveitall.com. That could be such a cool umbrella brand. It's not a product, it's not an offer, but man, it could be such a cool brand, a big umbrella brand, and then underneath there there's all sorts of things you could do. Bodyevolution.com is a domain name I own, that could be a great umbrella brand. And then underneath there there's weight loss, there's fitness there's... anyway, I digress. I'm just excited about all the cool domains that I'm buying lately. I probably should stop, but it's just so exciting. I don't know if or when any of these ideas will come to fruition, I'm still focusing on my main baby, which is ClickFunnels and the marketing, or the content side of my business, which is Marketing Secrets. That's still the focal point and always will be, but I'm just having fun playing with these other ideas, to be able to test out concepts and try ideas, and then share them back with you guys. So anyway, that's all I got. I'm going to go crash. It's late, I am tired. I appreciate you guys, thanks for listening. Hopefully this wasn't incoherent rambling, I hopefully gave you an idea, to think about your business. Is your business just a product? If so, it needs to evolve, from a product to an offer, from an offer to a funnel. Which, a funnel is basically multiple offers. Then from a funnel to a value ladder, and then what's the big brand above that, that holds all those things underneath it. The bigger brand that's more of a concept, not a product, right? It's more of a... I don't know the right word, but it's the bigger thing where, when you create it and you put it out there, underneath there, all the other stuff falls. All right, hope that helps. Appreciate you all. Thanks for listening, and I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

This weekend, I had the chance to witness one of the best sales presentations of my life. Let me show you how it worked, and how you can model it for what you do. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell Brunson. Welcome back to the marketing secrets podcast. Today, I want to talk about the secret to increasing the perceived value of whatever it is you're selling. And I'm going to tell you a story about how somebody did this to me this weekend and it was amazing. So, here we go. All right, so I'm going to give you some backstory. Some of you guys know that I'm mildly obsessed with books. Books are the coolest, seriously, come on now. And so my office I'm in now, is swelling with books. We have big bookshelves but there's no room left at all. And so, I decided to start a project. We're going to build a library, a huge library in the lot next to our office, so I can have more books. So I think my office right now has, I think we did the math, has like a little under 10,000 books are in there right now. And the new office will hold, or the new library, will hold up like 60,000 books, which is crazy. And I'm going to have different sections. Like one section that's going to be just about business. One on personal development, one on health, one on religion, just the different topics that I'm passionate about, right? And so, and in there I'll have all the books that matter on all those topics and it's going to be amazing. But then on top of that, I'm kind of a collector of old books, because old books are the coolest thing ever. And so, in section, like for the religion section for example, it'd be a big like white glass bulletproof case that has these old religious books in there. And then same thing with personal development. Like, I'm looking at this, The Laws of Success that Napoleon Hill wrote way back in the day, that's so cool. Anyway, that'd be out on display under these bulletproof glass and a bunch of the cool things. So anyway, there's kind of the frame where I'm at, right? And so anyway, there's this guy who messaged me this week and was like, "Hey, I'm one of the top..." Or, not the one of, "I'm the top rare Mormon book collectors in the world." And he's like, "I'm in Utah right now and I can come and show you some of things I have. And he started telling me all the stuff he has, I'm like, "Heck yeah dude, if you want to drive up here, I'll look at it." Not thinking that I'm going to purchase anything. So anyway, so the guy that drives up and he has these cases and brings them out and he's got all these old insanely cool, amazing books, right? Now, again, I can't tell you all the details because... Anyway, so some things don't make any logical sense, but I'll give you the basic gist. So, so you guys know, I actually bought a first edition book of Mormon back in the day, which is one of my prize possessions. And he had like five first additions. And my mine's like a good one, these are like insane. The highest quality in the world, right? And so when he brought him, I'm like, "I'm going to look at these things but I already have one, I don't need another one. There's no way I'm going to do it." Right? And he tells us ahead of time, he said, "I'm not the best sales person in the world, but as I show you these books, I'm just going to tell you the story behind each of them." And I'm like, "Okay." And so, one at a time, he pulls out the book and you see it. And I was like, "Oh cool, yeah, I have one like that." And then he starts telling you the story behind it. Like, "Let me tell you how I found this. This is where I got it. This is what it looks like. This is why it's so cool. This is..." Like, "Look at this, look at the inscription, look at the thing here, look at the thing..." And started showing you all the pieces about it. Where within like 10 minutes I'm like, "Oh my gosh, I want that so bad." And they shows the first book and he's like, "Here's the second book." And pulls it out and tells the story behind that and how he found it, and why it's so cool and the intricacies and why this one's different, and why it's so important, and why very few people have it and the scarcity of it. Right? The second book is the second edition printing of The Book of Mormon, and it was so cool. And he's like, "Just so you know, there's only 25 of these on planet earth right now that we know of. And this one is the best quality one." And shows that and I'm like, "That's so cool." But still in my head, I'm like, "I'm not here to buy anything." And then he shows the third one and the fourth one and the fifth one. Then he shows this other book and then just going through book after book, all these things. And as he did it, he didn't just like, "Oh, here's the book." Like, show it to me. He told me the story about each one. It was interesting, as he told the story, the story, as you guys know, if you've been following me for any amount of time, the story increases the perceived value of the thing. And so by hearing the story, he went from like, "Oh yeah, that's a book." Like, "There's no book." To like, "Ooh, there's an old book that it's pretty cool." To like, "Oh my gosh, I really want this old book." And by then it's like, "I have to have this at all costs." Like, "This needs to be in my library, otherwise, what's the point of building a library? I should just burn it to the ground, right?" And so, it was just fascinating. And this was one of my interesting takeaways. Because I asked this guy, he finds these things, collects them, and then sells them. And I said, "Is this hard for you to sell these after you find them and you know the stories?" And he told me something interesting. He said, "I've regretted every book I've sold." He's like, "But this is what I do. So I've done it for the last 40 years." And it was interesting because I was noticing myself, as he told the stories, how engrossed I got into the story of each book and how important it became to me. And I remember feeling this other thing where I was like, "If I don't buy this..." How much regret I was going to have, because I'm going to miss out on the story and the thing and all the stuff." So by him telling his story, the same regret that he was having by selling this book, was the same regret I was going to have if I didn't have the book, which was super fascinating, don't you think? And anyway, Oh, and then there's so many sales lessons I could tell you. It's from this guy, he's like, "I'm a horrible salesperson." But then also talking about status, right? As he's showing me these books and he's like, "There's a lot of people have three, but there's no one that has all five of these." He's like, "Maybe one or two people on the planet." He's like, "Instantly you'd be one of the top five rare, Mormon book collectors on the planet, if you had this set." And then this, and then... It was crazy. And I come into this thing, not planning on buying anything just wanting to see what he has to two hours, three hours later, writing one of the biggest checks in my life. But I share it to you because I want you to understand, that is the power of story, right? I always tell you guys, if you're teaching a concept, you have to tell the story about how you learned or you earned it. If you're selling a product or service or a thing, you have to tell the story about how it was created. The story is the thing that increases the perceived value. I literally went from like, "Here's an old book." Like, "Oh, sweet." To like, "Let me tell the story of the book." And then he got deeper in the story and the meaning and all these kinds of things got to the point where like, "Wow, that's really cool." To like, "Ooh, I really want that." To like, "If I don't have that, I'm going to lose something." The fear of missing out, of not having that, became so big and so large that I was willing to do, as a buyer, do something completely irrational, to make sure that we had it, right? Anyway, it's just fascinating. It was such a cool case study to me. To see these things being used on me. In fact, I told him at the end, I was like, "Dude, you told me two hours ago that you're not that good at selling." And I'm like, "All selling is, is telling a story in a way that increases the perceived value of the thing that you're trying to sell." I said, "Based on that definition of selling, you're the greatest salespeople I've ever seen." Right? And so, I want you guys to understand that. A lot of times we think, "Oh, we need to do the newest sales trick. I need this technique or I need da, da, da, da." All these kind of things. It's like, "No, no, no." the best sales people, the thing that they do is, they tell a story that increases the perceived value of the thing that they're trying to get you to desire. And if you desire it, then you're going to want it, right? To the point where if you don't have it, then you're going to feel the same regret that that person has giving it away. Like, "If I don't have this, ugh, like what would like what's to happen tomorrow or the next day? How are we going to feel?" All the other emotions start flooding in as well, right? And so, that was the fascinating thing. So anyway, I want to share with you guys for so many reasons. Number one, I'm excited. I got sold, I love getting sold. It's the greatest thing in the world. Number two, just the lesson. And that is the lesson, how do you tell your story in a way that increases the perceived value of the thing you're selling? That's the big secret. That's the big, ah-ha. It's not becoming a slick at selling or figuring out the masterful funnel or any of those things, right? It's getting good at telling the story about the thing that you're selling in a way that increases the perceived value, so that it goes from an, "Oh, it's cool." To a want, to a desire to, "If I don't have this thing, I'm going to regret it for the rest of my life." And that's the magic. So anyway, think of that for your product. Think about next time you're on a Facebook live or doing a podcast or you're trying to sell something or whatever it is. Or you're face-to-face with somebody or whatever, right? What's the story? How did you learn it? How did you earn it? How did you create it? How did you find it? What was the thing? Why is it so important? Why is it valuable? How's that person's status going to be increased if they have it, how's the status going to decrease if they don't have it? How are they going to regret this in the future if they don't have it? Those are all these little things they're tied to the story that make it to the point where it's like, "Oh, I have to have this thing." The better you get at that, the more money you're going to make. Anyway, that's all I got you guys, I hope you enjoyed it. Sunday when this library is done, this will become part of the pilgrimage to internet marketing Mecca. You guys will have to come to Boise, Idaho, and come look at the library and walk through it and see it. It's going to be something magical. There's more things planned inside the library/event center/stuff. But anyway, someday hopefully you have a chance to come see it. I'm sure that as we start building it, you guys will see the footage and the videos and all this stuff. Oh, there's so many cool things that are happening in it. In fact, right now, today, they're out there literally surveying the land, which is exciting. Anyway. So one of those things, one of those dreams that become a reality and I'm really excited for it. My plan is to build out a whole research center and start hiring people to can do research and finding things and searching. And I want to be able to take... I feel like one of my roles here is to sift through tons and tons of information and to find the best things and bring it back to you, right? Like if you look at my books, that's like me going through 10,000 books and 100,000 split tests and things, trying things. And then my books are like, "Here's what I found. Here's what actually works." Right? And I want to do that at a bigger scale, and I want to be able to do that on all the topics I'm excited about in life. And building that research seems to go through and plow through tens of thousands of books, find out the core pieces, bring them back to us so we can test them, we can try them. And then from there be able to give you guys products and courses and books and training or whatever the thing is to help get you guys results in your life. And so, that's kind of next phase in my life that I'm really excited for is that, is building the research center, building the library and then building the team to create those things. So anyway, if any of you guys are interested, if you're a researcher, if you're a writer, if you're obsessed with the things I'm obsessed with, and I don't know, maybe it would be a good fit. Maybe someday I'll put out a job application, see if anyone would love to spend their life living in Russell's library, just reading books and researching and pulling out the gems, so that we can turn it into something that'll change people's lives. Any who, that's all I got for today. I appreciate you guys. Remember, selling is all about learning how to tell your story in a way to increase the perceived value of the thing that you're trying to sell. If you can master that, you'll never have to work another day in your life. All right guys, appreciate you all. We'll talk soon. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

Yes, this is how I really feel… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, everybody. This is Russell Brunson. Welcome back to Marketing Secrets Podcast. Today, I've got a little mini rant for you. All right. So I'm in the middle of The One Funnel Away Challenge, and I am having a lot of fun with it. And it's funny because there's 5500 people that joined this one, which is the most we've ever had in a challenge. Which anytime you have a challenge, or that many people, there's always a little bit of crazy in there. I remember hearing Tim Ferriss talk about one time, he said that ... he's like, "When my following was small, everyone seemed normal, but now on my blog," I can't remember what, he's like "I got 10 million readers." He's like, "10 million people. That's the size of New York City." He's like, "There are a lot of crazy, insane people inside of New York City." So based on that, he's like, "People that are reading me," he's like, "there are lunatics. There are people are insane. There's probably murderers. There's like all these horrible people in there." And he's like, "When your audience is so big, there's always a bunch of crazies." And so, I was thinking about that as we start growing and there's people that come in and say funny things and just frustrating. So today, I saw one. And so, this is my little mini rant about it. The comment was basically like, "Russell, I signed up for One Funnel Way. Why do I keep getting emails about One Funnel Way. I'm super angry, and I'm not impatient. It makes me want to refund my money and blah, blah, blah. Quit spamming me with all your stuff." I was just like, all right, number one, do you know what spam is? The definition of spam is not you signing up for something and you getting emails about it. Spam means me stealing your email and sending you unsolicited mail. That is spamming. You getting messages in an auto responder is not. Number two, the reason why I do not pull you off this because it is actually strategic. It actually helps increase how much money we make. Everyone's got this, I don't know... This is the automation gurus. They had this thought in their head, like you don't want somebody just to email for a product they already bought in the past. If you do, blah, blah, blah. Or you don't want someone to see an ad for a product they already bought in the past. You got to make sure that nobody ever sees it. And so, they stress so much about pulling people out and making sure they don't see this thing, this and this. And the reality is the opposite is actually true. So drives me nuts about it. All the automation groups have this thought that yeah, you have to have perfect automations. That's what this guy was complaining about. Like, "If your system is so good. Why don't you pull me out? Because I already bought it." And there's a reason behind it. The reason is because if I did that, it would actually lower your likelihood of success. I learned this initially, actually from Matt Furey, back in the day, Matt Furey, he was promoting some course he had created. And he sent emails every single day for 30 days. And I was on a coaching call. And I heard somebody ask Matt, "Well, when people buy, do you pull them off the list, so they don't keep getting emails." He's like, "No, why would I do that?" "Because they already bought it, why should you keep sending emails?" He's like, "Because," he's like, "the first thing that happens when they buy something is they get what? Buyer remorse. And then, they may buy a product, and they never actually go through it." He's like, "You have to keep selling the person 100 times, even if they bought. You have to sell them on why they shouldn't feel bad about the thing they bought." Two days later, I'm like, "Oh man, that costs a hundred bucks, maybe I need that money." If they see another ad for it, they're like, "Oh yeah." It reconfirm their decision, gets rid of by remorse. And then someone's like, "Oh, I got the course, I haven't gone through yet." Well, if you never message them about it, they're going to forget about it. If I keep messaging them, you keep seeing the ads, it's like, "Oh yeah, I bought that thing. I should go back and do it. Oh yeah." It re-motivates you, re-inspires you, re-gets you excited about going and consuming the thing you already paid for. So by actually not pulling you off of every single list and every retargeting list and every email sequence, I'm actually doing you a favor. It gives you the ability for me to resell you, reconfirm you, get you more excited about the thing over and over and over and over and over again. If I stopped talking about Click Funnels, the moment you sign up for Click funnels, guess what would happen? You wouldn't use Click Funnels. You wouldn't be successful if you use Click Funnels. Like, "Oh, I guess this doesn't work because Russell's not talking about it anymore." I keep talking about it. Because it works. And sometimes, someone uses Click Funnels. And then, some reason, they're not happier that something happens or their business changes and they cancel. If I just say, "Oh, they used to have Click Funnels once. And they're never going to join again. That is not true. People would sign up and cancel, sign up and cancel, over and over and over again. And so, if you keep talking about your message. So while I understand the importance of automation and moving someone from list to list, a lot of times that is not necessary. In fact, it'll hurt your audience more than it'll actually help them. So take that all of you automation experts who think that that's the magic. Literally before the challenge, my team asked me, "Should we be pulling people off the list, the promotion list as they sign up?" I said, "No, because if you do, they sign up two weeks before the challenge starts, they're going to forget in two weeks. But they see the message and the next message, it's coming to you, it's starting tomorrow. I'm like, "If you haven't signed it yet, make sure you sign up." Those things get people to remember and get people that actually show up. So why would I pull them off of those sequences? I need them as excited as the person that bought, the second before we started. And so anyway, there's my mini rant for today. The other mini rant is I want people to understand... I learned this from Myron Golden. You don't attract who you want, you attract who you are. So if you're the kind of customer coming in and complaining like, "Oh, why are you spamming with all your messages? Stop sending me emails. I want to refund my thing. I'm so angry. I'm so impatient, blah, blah, blah, blah, blah, blah." Because you're getting an email, for crying out loud? You're not going to be successful in this marketing game. I promise you that. You do not attract who you want, you to attract who you are. And so, if that's how you feel about marketing, that's the kind of people you're going to bring into your world. And they're going to be the worst customers of all time. They're going to complain. They're going to whine. They're going to be like horrible people. Anyway, it's weird. I don't know works, but it's true. So be the kind of customer, be the kind of subscriber you want. If that email comes and it doesn't make sense to you, just delete it or hide it or ignore it. It's really not a big of a deal. I get in my inbox, I'd say, I don't know, on a minimum 800 to a thousand emails a day. Do I get angry about them? No. Someone's like, "Why don't you unsubscribe from the list?" I'm like "Why would I unsubscribe from the lists. I'm a marketer. I'm trying to see marketing. I want to see 1500 emails come in my inbox every day, with 1500 swipe files of people doing the thing that I'm trying to learn how to do, the thing that I'm trying to become better at doing. Why would I unsubscribe? Are you moron? Or "they send like five emails selling this product, I unsubscribe." I'm like, "Really? I thought you signed up to become a marketer. Watch it, watch what they're doing, figure it out." Don't be like, "Oh, I know what I'm talking about. I'm annoyed. Seriously, that's how you're going to fail in life, especially in this game. Watch, be excited, funnel hack. Be like, "Huh." So like, "I'm angry that Russell is doing this I'm inpatient. What if you stopped for a second? It's like, huh, Russell makes a crap ton more money than me. He makes more per day than I make per decade. I wonder if he knows something I don't know." I don't know. I'm just putting it out there. So yeah, there you go. Me, rant over. That's all I got. You guys don't get bought into this whole automation thing. It is not as powerful or important as you probably think it is. That's number one. Number two, you attract who you are, not who you want. So don't be a bad person. Be awesome. That's all I got. Thanks, you guys. Appreciate you all and have a great day. Talk soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

How to take the same framework, and turn it into an entire business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? Good morning. This is Russell Brunson. I want to welcome you back to The Marketing Secrets podcast. Right now, I'm working on the One Funnel Away Challenge and wanted to jump in and say, "Hey". Hey, so this morning, I'm working on day number two of the One Funnel Away Challenge. Some of you guys know for the last almost three years now, we've been running the One Funnel Away Challenge. We had over 70,000 people go through, which is crazy to me. That one challenge alone, it's $100 per ticket, it almost about to hit 2 Comma Club X, which is exciting. Anyway, I decided that I wanted to redo it and kind of update it. And I wanted to do it live. A lot of you guys know, I just did the five day lead challenge live and it was really fun. And now I want to transition to do the One Funnel Away live. So I started yesterday and did the first training and it was great, except for after I got done, we'd open it up for Q and A's. And there was like so many questions that, if I would have taught it a little differently, those questions wouldn't have been there. So I'm actually going in this morning early and I'm rerecording. I'm bringing my clothes I wore yesterday. I'm rerecording the last half of day one. And then we're going to kind of mush that together and fix that for everybody that way moving forward, because this is the only time it will be live. After that, it'll have to be replayed because I can't do the live challenge every day for the rest of my life. So we'll kind of clean up the video and that way they'll have it moving forward. And then I'm doing day number two and then every day basically I'm going live for the next, almost 30 days. I'm not doing live on the weekends, but four weeks. So 20 days in a room Monday through Friday and it's exciting. And it's kind of fun because every time I teach this stuff, it gets clearer in my head. And it's one of the reasons why I think it's so important for all of you guys and me to publish so much. Between podcasts and videos and audios and speaking and doing challenges. And the more you do it, the more your message gets refined and the better it gets. I've been doing this now almost 20 years. So God, that's weird to say. I've been doing this for a long, long, long time and I'm still cleaning my message up. Like today, I just had these little aha's. And anyway I just want to put that out there for you guys. You think you have said your stuff and taught your stuff a lot, you haven't yet. You're still just a very, very beginning of it. That's number one. Number two. One of my big aha's and little takeaways today that I had, not that it was new, but just a new way to kind of teach it that I thought was interesting. I want to share with you guys, I talk a lot about frameworks and how we all need to be developing our own frameworks. And we still have a ton of different frameworks. And frameworks are just basically a step-by-step process, which teach somebody. So let's say you've gotten results in the past. So let's say you figured out how to get six pack abs or how to climb a mountain or how to head throw someone in wrestling or you, you figured out a result. And so how do you do that result? Well, you stand there and you break down the step by step. Step, number one, you do this. Step two, you do this. Step three, and you have this framework for how to reverse engineer, the result that you just got. And so that framework is the thing that we're selling. And so when you have that framework, there's a lot of things you can do with it. And what I was kind of mapping out here in my notes is that you can take that framework and I think you could teach it to most people in three minutes. It's like, here's my framework for how I do a head throw or whatever. How to lose weight or how to do whatever. And that three minute version could be like a YouTube video or an ad. I'm going to teach my framework. And they show the framework and it's really cool. Like, "Oh, that's amazing. I understand the framework." But then there's the next tier of the framework. So let's say, it says three minutes. Let's say you're going to teach that same framework, nothing different, just teaching the same framework. And this time you're going to teach it in an hour. And so you are... You teach it in an hour. So you teach the framework in an hour. And now that framework though, you can sell or you can give away to the lead magnet or you could sell it. So in what we're doing for the One Funnel Away Challenge, this is going to be their $7 offer. And so they have this framework. They're selling for $7 and instead of teaching an hour long version of that framework. So if I'm teaching a head throw in an hour, that might be a little hard. But if I'm teaching... Let's say I'm teaching how to lose weight in an hour, how to get six pack abs, or how to run a Facebook ad or whatever. I teach that thing in an hour and that becomes this product now that I can sell for $7. I'm productizing my framework. I'm taking the framework, turning it into a product, now by bulking it up. And then now, I have the ability to sell that. But now, it's like, okay, what if I took that hour long version and the say there's six steps in that framework. In an hour, I spend 10 minutes in each step. So what if instead I take that and instead of spending 10 minutes on each step, what if I spent on hour in each step? So I take that and a breakdown this framework, instead of being done in one hour, it's done over six modules. Now, it's a six hour course where each bullet point, each step in that process, I spend a full hour on. And now I just turned this thing from $7 offer into a six week course or six module course. And taking the same thing. I'm just teaching it different. I'm bulking it up. I'm telling more stories, I'm showing more examples, I'm showing more case studies. And I'm just doing more each at each level of it. And so now it becomes a six week course. And I can sell it for that for $297 or more. And then the next tier on top of that is, okay, how do we do a 'done for you' version? So instead of me just teaching this, I'm just going to do it for you. So it becomes a service or coaching or things like that. And that can sell from anywhere from 500 bucks to 10,000, 25,000, a 100,000 dollars or more. And it's just taking the same framework I already have, but now I'm actually doing it. I'm showing them how to do it. And so that's kind of the next tier, the next step. And so, anyways, it's interesting. I think lot of times we think we need to create a million different products, have a million different things, but, no, you're just taking your same framework and you're expanding upon it. You've got three minute version, the hour long version, the six module version, the live event version, the workshop version, the coaching version, the one-on-one coaching version. There's a whole bunch of different ways to package it and to fulfill on it. And I think that the key that people have to understand is that people will spend more money for the same product packaged in a different way. When you understand that it changes all these things. And it's exciting. So anyway, I just, this morning I was doodling that out. I'm going to be sharing it on day number two of OFA. I thought that'd be fun to share that with you guys and just get the wheels in your head spinning. What are your frameworks? Have you been thinking about that? What are the things that you teach? That you know how to do. The results that you know how to get for people. Start thinking about those and start developing them and start figuring them out and then make different versions of it. There's the 30 day challenge version. There's the book version. There's, there's a million ways to package it, structure it in a way that's going to help your dream clients get results. So anyway, that's all I got for this morning. Let me go back to finish preparing this. If you haven't done the One Funnel Away Challenge, you probably should do it. It's amazing. It was a hundred bucks and you get me live 20 days in a row. Plus you, well live this first version. You'll get the recordings if you sign up later, but it's still going to be worth it. Every day I stream a live presentation and I teach the strategy and then I give you the homework. I give you a one pager showing the tactics with homework assignments and things like that. And it's a lot of fun. Anyway, I hope that helps. Appreciate you all. Thanks for listening. And we'll see you guys soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

What a year 2020 was! It was definitely a crazy, eventful year. Here is a replay of our most popular episode from all of 2020! If you haven’t heard it yet, tune in and see what all the fuss is about! If you have already listened to this episode, feel free to share it with a friend! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what’s up everybody? This is Russell Brunson, welcome back to Marketing Secrets podcast. Today I want to talk about shortcuts. Okay so, I don’t know, if you follow me on Instagram you’ve probably seen the pieces of it, but I’ve been slightly cracking over the last 5 or 6 weeks because the load has been heavy, like insanely heavy. In fact, 6 weeks ago I made a list of all the stuff I have to do and I was just like, ‘I don’t think this is possible.” And couple of nights I couldn’t sleep, I was up until like 4 or 5 in the morning because I couldn’t fall asleep because I stressed about it. Which then made it worse because the next day I couldn’t even function, I was tired and losing days and it was just like, ugh. Anyway, but I’m at the end. I’m at the last week. And in a week from now I’m going to be on vacation for like 2 weeks with my family and just unplug and (breathes deeply) catching a breath of fresh air. But it’s been heavy. And it’s interesting because yesterday, well, this weekend my sister came into town, which has been so much, her whole family.  So it’s like, I hate, I don’t want to ever be the person who misses the party because of work. So I’m like, ‘I have to be part of the party.” So I’m doing all this stuff and making sure I’m not, that I’m there. And yesterday, my daughter, it’s not her birthday yet, but they all went to roaring springs, which is a big water park here, for her birthday. So I’m like, “I can’t miss that.” So I ended up waking up at like 5 in the morning and worked from 5 til noon, getting basically a whole full work day in. Then I took off, went with them to Roaring Springs until like 8 o’clock at night we got back. And then I worked from 8 until like 2:30 in the morning. So I worked like 2 shifts that day, plus the shift with the kids. So sleep is like, basically I’m like, ‘I gotta get rid of something, the only thing I can get rid of is sleep. I’m not getting rid of fun, I’m not getting rid of family, I’m not getting rid of projects. I’m going to pull out sleep and just get rid of it.” which you can’t do for too long. Anyway, now it’s Tuesday so I got Tuesday and Wednesday for me to go and getting all the new coaching modules that are going to be launching next week. I have to get those all done, then plus I have a 3 day event, which is a virtual event, which means I’m the only one there speaking. So I’ve got a dozen or so presentations or so that I’m working on there, needless to say it is a lot. The burden is heavy. But the good news is it’s almost the end. The end of this week I’m going to be able to unplug and just be like, (breathes). So what I want to talk about though, is shortcuts. Because in the process of this, as I’m moving forward as fast as I can to get all these things done, I have to look for shortcuts, because there’s no way to get everything done. It’s impossible. So you have to look for shortcuts. So one of the nice things that I like about this whole, I don’t know maybe it’s bad, but for me, I try to get everything, I don’t pre…..not that I don’t pre-plan, I just, it’s like, just in time production. Like, everything will get done just in time. It doesn’t get done early ever. It never has in my entire life. I never got homework done until the minute it was due. I never got projects done, because if it’s like, if I plan it too far in advance then I have all this time to think, and then , I don’t know, the greatness comes when you’re under pressure and stressed, and you start discovering these shortcuts. So yesterday, we got back from the water park, I’m sitting there, it’s like 8 o’clock, almost 8 o’clock at night, I’m about to start working on the modules again. I’m just like, “I’m not going to get this done in time.” And I’m thinking, “how can I shortcut this? How can I shorten this?” I’m looking for the shortcut right. And then it appeared. And the shortcut in this situation was, “Who’s products, who’s content, who’s courses could I license to shortcut what I’m doing?” And all the sudden I was like, “Oh my gosh.” There was this module I had to create and it probably would have, I mean realistically it would take about a week to create the whole thing. And it would have been good, but I don’t know if it could have been great. And I was like, “Oh my gosh, there’s someone in our community who creates something that’s great. Can I shortcut, I wonder if she’d be willing to let me license it?” So I called her up through Voxer, I’m like, “Hey, I need a quick favor. Would you be willing to license me your entire course?” and within about 15 minutes we figured out a deal and a structure and today I’m wiring her money and she’s sending me her course, and I’m going to be plugging that into the training to fill this gap. And what’s crazy is it just shortcutted me a week. I just bought myself a week back that I would have had to figure out somewhere, like on the boat in Lake Powell. That wouldn’t have worked. Anyway, but I bought myself a week back. And the reality is what she created was so much better than what I had created. Like it’s already, man, I’m looking at the stuff that she’s sending over and I’m like, “This is way better than what I would have done.” She’s so much more detail oriented and everything is more thought through. But it was just a shortcut. It was a shortcut that saved me a week worth of time, it saved me so much stress and anxiety, and then it actually turned out better than if I would have done it myself. So it got me thinking like, where else can I shortcut things? I’m looking at now everything I’m doing right now in this window. I’m like, what can I not do? What can I give someone else? What’s the things? Where can I shortcut things? So for me it was licensing a course, and licensing content. And then this morning I licensed 3 other people. I’m like, “Hey, you’ve got something like this, do you have any product I can license? Or a course or a thing I can license? I gotta teach this concept but you know better than I do. Can I license it?” and people are sending me stuff, and I’m speeding up my process. Anyway, I want to share this because I had this conversation with Todd who, those who don’t know Todd Dickerson, he’s my business partner at Clickfunnels, he’s a dude who built the original Clickfunnels. He’s a genius. Literally the smartest person I’ve ever met. Don’t tell him that because his head will get bigger. No, he’s like literally the smartest person I’ve ever met in my life. And it’s funny because we were talking about him and other developers and things like that, and he said, he told me, “The thing that makes me the best of developers is because I’m so lazy.” I’m like, “What? Dude you are not lazy. You are the hardest worker.” He’s like, “I know I’m a hard worker,” but he’s like, “The reason why I’m such a good developer and I get things done so fast is because I look at everything and I’m like, oh I can do this and there’s a 6 month version and I could do this and it could get done in 6 months.  But is there a way I can get this done in 2 days instead?” And that’s the thought he always looks at. “Instead of me coding the whole thing from scratch, if I borrow this here and this here, and then get these libraries…” I don’t know, this is all coding talk I don’t understand, “then I could get done in 2 days versus 6 months. Maybe I’d have to not do these 4 or 5 features, but it’s done in 2 days versus 6 months.” And it’s funny because he’s trained our development team to start thinking that way. In fact, Ryan Montgomery who was our CTO for a long time, that was always the joke for him, it’s like, ‘When you look at problem you’re like, okay this is going to take me 6 months. Then go get your Todd hat, put your Todd hat on, and think what would Todd do? And Todd would be like, “I wouldn’t do it that way. I would just shortcut here, here, and here and get it done in 2 days as opposed to 6 months.” So that’s the joke. Put your Todd hat on before you come back. That’s good, now put your Todd hat on and re-evaluate and come back with a shorter timeline right. So I’m thinking about that now and it’s like, I just basically put my Todd hat on right, to shortcut these modules and things I’m doing that weren’t realistic for me to get done in time. And now it’s like, I just bought myself a week, I’m moving forward quickly now. And it’s exciting. So I want you to start looking at your projects that way, and a lot of times there’s shortcut. A lot of times there’s a way you could do something faster. You could be licensing someone’s product, you hiring somebody. It could be like a million different things, but what’s the shortcut you can do today that gets you there faster? Put your Todd hat on and figure out how to get the shortcut. So I wanted to share that today because by putting my Todd hat on today I saved myself at least a weeks worth of work, made the product better, and everyone’s happy. The person I licensed the product from is ecstatic, they got a ton of money, and they’re going to get all this credibility because they’re in our product. I got to save myself time and effort. Our customers are going to win because they got a better product when all is said and done. And it’ll all get done faster because I looked for the shortcut. So there you go, there’s the thought for today I wanted to drop on you guys as you’re doing your projects and figuring out what is the shortcut. Putting your Todd hat on and figuring out the shortcut. With that said, thank you guys so much for everything and hopefully you’re moving forward on your projects and getting back to changing the world in your own little way. And with that said, I will talk to you guys all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

A glimpse behind the scenes of what’s happening inside of the five day lead challenge. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. welcome back to a very late night edition of the Marketing Secrets podcast. Today I want to talk about the five day lead challenge, the new OFA and a whole bunch of other, really, really cool things. All right, everybody. So I hope you're watching what I'm doing, even if you don't buy my stuff. That's cool. I get it. But hopefully you're watching what I'm doing. I'm trying to give you guys an education in marketing every single day. I could really, really, really easily just be done. I don't need more money. I don't need more things. Business is running, sales are happening. I'm good. But I keep doing this for a couple reasons. Number one, I love this game. It's so much fun. Right? I'm addicted to it. I'm not going to lie. I can't stop. It's really, really fun. Number two, I feel like half of my role here at ClickFunnels, if not all my role is to do things that you guys can model and have success with in your business, right? And so I want to just talk to you guys about what I'm doing right now, so you can look at it and hopefully you can model it inside of your business. Okay? A lot of you guys know that man, two and a half, three years ago, we launched our first ever One Funnel Away challenge. And hopefully most of you guys have had a chance to go through it. We've had over 70,000 people go through it. If you haven't gone through yet, go to onefunnelaway.com and join it. In fact, now's the time to join it because starting Monday. So you guys are going to be getting this on a Wednesday I believe. On Monday is the new OFA. It's the first time I updated it in two and a half years. I'm doing it live for 30 days. So if you haven't done yet now is the time, okay? But we did that. We've run it. And it's been running for a long time and it's been amazing. It's helped people build funnels, it's helped people understand, ClickFunnels, our culture, our everything. And it's been awesome. We decided this year to go back and to redo it. And as I was brainstorming and planning out, I'm like, "The one problem with the One Funnel Away challenge is that somebody has to know what a funnel is to want to do the One Funnel Away challenge." I went to my mom, I'm like, "Hey, want to do the One Funnel Away challenge?" She'd be like, "What's a funnel?" Well, my mom would know because ClickFunnels. But most people will be like, "What are you even talking about? You sound crazy." Right? And yeah, the challenge has been very successful. So I started thinking, "Okay, how to take one step back to open up our net even wider?" If people in business don't know what a funnel is, what is universal? What is the thing that people know and they understand? And for me, the thing that people know and they understand is a lead. In fact, it's interesting. I don't know if you guys all remember when we started this game five and half, six years ago, seven years ago now, whatever it was. Our big competitor was a site. It was a company called Lead Pages. And I used to tease them and have fun with it because they created pages that in fact, it was a funny story. The very first marketing that we ever went to, the two sponsors were ClickFunnels and lead pages. And it was this little tiny hallway and they had their booth there and we had a booth right across. And then funny about this is Todd's wife, Ashley was... It was just basically me, Todd Dylan, a handful of people. And Todd's wife was at this event. And we made these big, huge signs that had a fun landing page, order form, thank you page, upsell, downsells, membership site. And just a really cool little like banner. And then on top it said, "Can your landing page software do this?" And so we're literally three feet away from their booth across this little tiny hall and they're like, "Landing page software." And then ours is, "Can your landing pages offer do that?" We had t-shirts that had it. It was awesome. Okay? And it's funny, because for me, when I first got in the game, I'm like, "Hey, people use lead pages to generate leads." And then they come to us because they've realized that then they need more just leads. They need a funnel. And it was funny because I had somebody one time asked me like, "Why do you hate Lead Pages so much?" I'm like, "I don't hate Lead Pages. Lead Pages is literally the best front end out there in the market for us. They're one step ahead, one step earlier in the conversation to a customer." I have to explain to you what a funnel is and all these sorts of things. And so you go one step backwards to a lead, it was like every business knows what a lead is. There's no company online in the world that offline, online that doesn't know what a lead is. And so Lead Pages did great because it was so simple. Like, "Wait, you need leads?" "Yeah." "Get a lead page." "Okay." And people did it. And then we came in saying, "Hey, leads are good, but do you want to sell something? Okay, here's the funnel." And so they were our best lead source back when they were growing. They haven't grown in years, but for a long time, I loved it. So I was thinking about this. I'm like, "One Funnel Away challenge is awesome, but how do we go broader to cast a net that's even bigger?" And so I started thinking about Lead Pages. I was like, "Well, we should do a lead challenge and build a very simple lead funnel, a two-page lead funnel. Show them how to build a lead magnet, a lead funnel an email sequence, and then drive traffic." And so that's when this whole concept of the five day lead challenge was born. Okay? And the five day lead challenge is free. In fact, a lot of you guys are probably in it right now. I think by the time this comes out, it'll be day three of the live lead five day lead challenge. And I'm doing this challenge for free and it's live this first time around. And I'm doing it. And what's crazy is when we launched this thing about 30 seconds before I stepped on stage, we refreshed the stats we just passed 35,000 people that had registered for it. And so far of all the things I've ever done, that's the most people that have ever registered for anything I've ever done. So the numbers are insane. Now obviously ClickFunnels has a lot of momentum now, as we always do, which is exciting, but also it's something that everybody can grasp, like leads. I need leads. I don't care if you're network marketer, internet marketer, chiropractor, doctor, dentist, you need leads. And so the lead challenge made sense. It was broader challenge. But also notice this is a free challenge. One Funnel Away challenge costs a $100 for somebody to go through. Where this one's completely free. So it's cast a bigger net. It's free. They come in. They go through this five day process. And in the process, we help them to figure out to understand here's what a basic funnel looks like. Here's how to build a lead magnet. Here's how to put these pieces in place. And the end of the five day challenge, then we're going to invite people to take the next challenge, which is the One Funnel Away challenge. And the new version of the One Funnel Away challenge I'm really excited for. It's brand new from the ground up. If you've done it in the past, you should do it again because this is completely different. It's me teaching it live every day for 30 days. And we're building a very certain, very specific type of sales funnel. One that I love. One that I use a lot. And that's where we'd be teaching, excuse me, teaching everybody how to use. And so I wanted to share it with you guys for a couple reasons. What's your version of the five day lead challenge? Obviously whatever you're selling, there's probably some sub market or say sub something, right? You're targeting certain people, but what's one step back? How can you cast that net a little bit bigger? And then can you do a challenge that's free, that's five days, that gets the cast the net in? They could bring somebody in and at the end of it, then you introduce them to the core thing you're trying to sell. As someone goes through the five day lead challenge, by the time they're done, they know what a funnel is. They know what a lead magnet is. They know what a framework is. They know what a lot of these core things are. Now they're ready for the One Funnel Away challenge. Whereas now we get people who try to come to One Funnel Away challenges. It's confusing. What is a funnel? What is this thing? And we're kind of starting before a lot of them are ready. And so that's what's happening. Anyway, I don't know if you've been watching the five-year lead challenge we got some really cool things. One of the original co-founders of ClickFunnels, his name's Dylan Jones. He's the one who built the original ClickFunnels editor. He came out of his semi-retirement and just built a new product called Onepager. And so I've been using Onepager in the trainings, have you guys noticed it? Every day, I teach a strategy live and then I give them a Onepager. And on Onepager is a video that shows the tactics. Because the tactics are hard to teach live in front of everyone. Like "Here, let me show you how to actually do the steps." It's really hard. So I teach the strategy live. I do it on whiteboard. They're like, "Oh, that's cool. I see the strategy. I understand what I'm doing." And I send the Onepager. The Onepager has a video. It's the tactical, let me show you me doing the thing. And then the Onepager lets them have forms and checklists, so they can actually make sure they do everything you're saying. It's really, really cool. And so what's awesome too, is I'm launching that new company, Onepager.io with Dylan. And day number two in the challenge we're teaching people how to build lead magnets with Onepager. Like I'm using now, I'm trying to get them using it. And so in the process of us creating this challenge, it's really cool because we're able to make money on a lot of different things. We make money when somebody buys Onepager in the future. We make money if somebody buys ClickFunnels. We make money if they sign up for the One Funnel Away challenge. And so by doing these challenges, you can introduce people to different products or services or things you sell. If you're a health person do a weight loss challenge and introduce them to your weight loss shake, and then your workout plans. You can introduce people to different things. Jim Edwards built a whole bunch of really cool scripts for people in the five day lead challenge that we're giving them for free to help them with every single step the copy they need in every single page. What's going to happen is people usually get excited by it. Like, "This is awesome." And then they're probably going to upgrade to FunnelScripts. So this free challenge is really cool because it teaches people, it gives them a result. By the end of the five days, everybody will have a lead magnet, they'll have a funnel. They'll have an email sequence and traffic coming into that funnel. But in the interim, they've had a chance to test all of our products and our services and try them out, see how they work. So what's your equivalent of the five day lead challenge? What could you do? What's something to cast a big net? What's something that introduces people to your core products and your services? What's something that when someone completes the challenge, they leave with a tangible result? Not just like, "You're going to learn how to blah, blah, blah." It's like, "No, when you leave, this will be done. This will be finished." I want to give somebody a tangible so when they're done they're like, "Oh my gosh, I did this five day thing with Russell and I have a funnel, I have a lead magnet, have an email sequence. I need to do the, One Funnel Away challenge because I want to build a sales funnel. Let's go to the next step." if I can give them that result, they're more likely to come and do the next thing. So anyway, I just want to share with you because I'm in the middle of it. I literally just finished recording all the tactic videos a few seconds ago for the Onepagers for the rest of the funnel. And had some energy. I was excited and I thought I'm going to just kind of share this with you guys. But if you haven't seen it yet, go experience it. Funnel hack me. Even if you're like, "I know how to generate leads Russ." Like, "Cool. I don't care." Come follow the process. Half of what I'm doing is for you to model the process. Go to fivedayleadchallenge.com. The number five day lead challenge.com and go join it. Okay? By Friday of this week, when we finished the live, live version, it'll be an evergreen version and we will be driving leads there for forever. My goals in the next year to have over a million people go through the five day lead challenge, right? If I do that, if I get 10% to go to OFA, that's an extra 100 000 people through OFA. How many people does that bring to ClickFunnels? How many people does it to bring into Onepager? How many people does it bring into FunnelScripts? How many people does is it bringing to my world? How many books do I sell? All by doing this challenge on the front end. So anyway, look at it, model it for your business. Figure out how to replicate that concept and see what happens. And let me know how it goes. Thanks you guys so much for hanging out. I appreciate you all. Hopefully you got some guidance from this one. If you did, please go to Instagram, Facebook, wherever you post it, take a screenshot of this episode, tag me in it. I do see those. I do read the comments and it's so much fun to kind of see the takeaways you guys are getting from them. With that said, thanks for listening. I appreciate you all. And I'll talk to you all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Do you know why Marvel grew so big? It’s because of the way that Stan Lee did this… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, I want you to talk about a topic that's actually very, very important, and that topic is why Marvel is so much better than DC, and why that should actually matter to you. All right, all right, I know, some of you guys are freaking out right now. You're like, "No, there's no way, Marvel is not better than DC, Batman's the coolest," and you're going on and on. So I wanted to take step back because there's something we actually can all learn from this which I think is really, really important. It's funny, because I didn't know the whole Marvel, DC, the storyline a long time ago. In fact, it wasn't until I started listening to Business Wars, and Business Wars is a really cool podcast that they take two different companies and over five or six episodes tell the story of the war between these two businesses. And there's all sorts of really cool businesses in there, but one of them was DC versus Marvel. So I was like, "That's cool." So I started listening to it. And I didn't realize the time was just the story behind how those two companies came about. In fact, it's kind of fun, I had Dave Woodward at Funnel Hacking Live, I was like, "Dave, talk about this. I want to talk about DC versus Marvel, and the storytelling, and all those kind of things." He did a really cool presentation on that, actually dressed as Captain America, which was amazing. I feel bad, he was carrying a shield, and a mask, and everything while he was trying to give a presentation on stage. And I was like, "It's going to be hard to breathe up there." But he did an amazing job. But I want to share with you guys, because I think it's interesting, as I've, in the last recent months, binge watched all the Marvel movies once again, I started thinking more and more about it, but it's interesting if you look at the history of it, so DC came out first, they were like the big comic book company, right? If you look at comic books, there are always these people that had supernatural powers, right? Like Superman and things like that. Right? Where they were superheroes, extraterrestrials, or whatever, where they had these superpowers. And they always did good, because people are like, "That'd be cool if I could be a superhero too." Anyway, they did well. And Marvel was competing, and Marvel struggled for a long time. And then it wasn't until this one dude, who I think he was a janitor at the time, and he wanted to write comic books, anyway, I think, it's been a while since I listened to Business War episode, but basically what happened is, and some of the details might be fuzzy or incorrect, but basically he was leaving, he was going in to quit and he's like, "I'm quitting. I don't want to the janitor anymore." And they're like, "Well, why are you leaving?" He's like, "Because I want to write." And they're like, "Well, try to write something." And that was Stan Lee. And he went and he wrote, and I believe the first one he wrote was actually Captain America. And pitched that, they made it a thing, and it became amazing. Right? And then over the next however many decades, Stanley became Stan Lee, who was the man who's known for writing these amazing comic book characters, and storylines, and things like that. If you look at what the difference was between DC and Marvel, because in very short period of time Marvel ended up bypassing DC and became the brand, like the thing. And it's interesting, if you look at DC's characters, and this isn't universal, but at the beginning, DC's characters were all people who were supernatural, had no problems, could not have any issues, right? Like Superman, where it's just like, "Yeah. Yeah, well, he's got kryptonite, so he's got one weakness." But other than that, he's flawless. And it's hard to relate to someone like Superman, right? Eventually they brought in things like his family and things like that to try to make him more relatable, but he wasn't a relatable human. Where Stan Lee, for all the heroes that Stan created, there were people like Captain America, who's a normal person and then something happened and he became Captain America. Or Spider-man, Peter Parker was this normal kid and then this radioactive spider bit him, and he became something. So he was a normal human who then became a superhero, which for us average, normal humans who all want to become superheroes, that's something like, "Oh my gosh, I could become Spider-Man. I could become Ironman." Right? "I could become these characters." And if you notice all of the Marvel characters for the most part they were people, they were human beings with flaws and problems, but then they became superheroes. Whereas DC's were typically these super, you know, they're born as superheroes. Now obviously, the big one that's not true is Batman. And it's funny because Batman is of the DC characters by far the biggest, most popular, most loved. And what's Batman's story? Batman doesn't have superpowers, unless you watch Justice League, then they asked him, "What's your super power?" And he says, "I'm rich." So I guess that's technically Batman's super power. But for the most part, he was the one who was human who had to then create his super powers. Right? Which is why Batman is the one from DC world that we all know, and we love, and we all want to be like. At least me and the other superhero nerds. But yeah, so interesting thing is in the storylines, it's the storylines where it was a normal person who then became a superhero. And so the reason why that should matter to you guys is because you're all in the story telling business, whether you knew it or not, why do you think you're in a product business, or you're in a marketing business, but you're actually in a storytelling business. And your job and your goal is to tell stories. And if you look at just these two examples, right? A lot of times us as insecure humans, when we tell our stories, we want to come off of a place of being a superhero. And I see this all the time, people talk about how great they are, and they brag about themselves, and they share the highlight reel all the time. And it's like the problem with that is then you're like a DC character, right? You're Superman, you're invincible, and it's not relatable. Whereas if you look at it from a Marvel standpoint, and you come back and say "Instead of me telling my highlight reel and why I'm so great, what if I told my origin story? What if I told why I struggled? Why I was a normal person just like them?" What would happen then? Right? In that situation, you build rapport with the audience, they actually listen to you, they care about you, they're drawn to you. And then as you develop your superpowers, they go on that journey with you because they want to become like you, and that's really the key. It's funny when I, man, and not that I'm not now, but in a more insecure time in my life, when I was really struggling with who I was, my identity, and I got in this marketing world, and it's like, "Yeah, tell your stories." And I'm like, "Yeah." So I would tell the stories that made me look really, really good, right? But it was interesting because it didn't connect to people, they didn't relate. Everyone's like, "Great, there's this kid, he's really good at all these things," and just didn't relate. And it wasn't the full truth, if I'm honest, the truth was not that I was super out of the gate, the truth I had to become something, right? And so as I started becoming more vulnerable and more willing to step down off of that and share, "Here's this, here's that," and kind of go through those things and being willing to open up and share those things with people, that's when people started coming to me and started connecting with me. And so, your job is to become like the great Stan Lee and start telling your story in a way that shares your before. Talk about how you were a normal human before you became who you are today. And I'm looking at you today, if you're listening to this then you are a superhero. And some of you guys, it's not going to seem like you're a superhero, especially if you think about my guess is if Superman's like, "Yeah, I can fly, everyone from Krypton can fly, it's not that big of a deal." Right? Or Batman's like, "Yeah, it's really cool to do..." You know? For most of us, our super powers don't seem super to us, because it's the normal, it's what we do. And so, you have to understand though for the rest of the world, what you do is special. And so I'm here to tell you, in case you don't know that, that what you do is special. Even if you don't think it is, or you don't understand it, you don't understand your own worth, you have worth there. There's things you can do, there's people you can serve today because of what you've gone through, what you've experienced and who you've become. It doesn't mean you should stop becoming and stop that path, there's always so much more growth and things that are happening, but understanding that where you are today is a good enough place to start. Looking back on your path of where you've come and who are the people that you can help on this journey to get to where you are today, and whatever thing is you're excited by. And so, then it's coming back and say, "Okay, how do I track those people?" Well, you track those people by telling your story about where you were at back when you were like them. And the more willing you are to share that story and the more vulnerable you are, the more people will come to you. And they don't come to you because of the pedestal you're on, they come to you because you come off that pedestal and share the story about how you were just like them. And so that's what's important. So what is your story? What's the story that's going to scare you to tell the world? What's the story that's probably more vulnerable than you would tell even your friends or your family members? The one that you're scared of? You're scared that people will look down on you if you share that one. That's probably the one you're supposed to share. It's probably the one where you're like, "Man, I know Russell's saying, 'I'll do all the things, but I don't want to do that one thing.'" Okay, that's you, or you feel that way, that's a story you got to share. And so I want to encourage you guys to share it, to test it. And it can be as simple as doing a Facebook live. It can be simple as telling a friend. It can be simple as writing a blog post just to get it out. And the first time it's going to be super uncomfortable, and that's okay. Even if you just record it on your phone and you feel stupid, I understand that. I get that. I feel stupid recording these podcasts half the time, but I do it because it's important, right? It's not about us. In fact, I remember, it's funny because I've been doing these new videos we've been creating and I'm acting in a little bit, and it's just kind of embarrassing. It's like to get somebody to stop a scroll on Facebook, you have to overact and be like, "Wow!" All crazy, you know? And it's tough for me. But I remember listening to, I can't remember who it was but some famous actor, he said, "Your success as an actor relies upon your ability to be uncomfortable on camera." Right? Doing the uncomfortable thing, like talking over the top, or being excited, that's what draws people to you. And I was like, "Man." And that's what I totally feel like. I feel like half the time I'm making stuff I feel so stupid or whatever, but then you see the end product. And even if you're like, "It still is a little cheesy," sometimes it's like that's the thing that connects with people. So, worst case, in fact, let's do this, this is your assignment. If you're listening to this, I'm your teacher and you have an assignment today. Your assignment is to tell your Marvel origin story. Okay? And if it's just to yourself, that's fine. Open up your phone and click record on the audio memo like I'm doing right now, or open it to the camera and just click record, and just go back and try to remember what was your origin story? What was your Peter Parker story, when you got bit by a spider, right? What was your Captain America story, when you got radioactive, whatever, you became Captain America? What was your story about, you know, fill in the blank with whatever superhero you want, but what was your story? Because you've got one, you just got to remember it and then be willing to share it. So do that, record it, try it. And then the next step of if it came out okay, then go and post it somewhere. Text it to somebody, send in a post online, whatever it is. But it's the process of trying and starting this thing out. So, with that said, thanks you guys for listening, I hope this helps. I hope that you guys all start watching more and more Marvel movies because they're amazing. Now one cool thing from the DC world, I don't know the whole story behind this, but I got some details. So how many of you guys have seen Justice League? This is for my superhero nerds. So when Justice League came out, there's a guy, his last name's Snyder, he was a director, who was supposed to be the director of it. And then I guess during the filming of it, I think his daughter passed away or something, so he ended up leaving the project, and somebody else edited Justice League. Justice League came out and it was like, "Okay movie, not the best, not the worst, but not the best." And it came out, and some of you guys have probably seen it, and I guess after it was done, people were mad like, "I wish Snyder would have done this, it would've been way better." And so there was this thing online where people started messaging, "We want a Snyder cut. We want a Snyder cut of the movie." And it became such a big thing that I guess Snyder came back in now, however many three or four years later, and he's taking all the original footage, he's refilming some scenes, and he's doing a Snyder cut, where it's going to be Justice League, The Snyder Cut, coming out. So that's the plan. Brian Burt told me about this, he's one of my inner circle members, he's awesome. And so I started doing some research later and I started freaking out. So I'm actually really, really excited to see the Snyder cut, because they're going to take the broken DC Justice League and make it amazing. Hopefully. Cross your fingers. So anyway, that's all I got, you guys. Appreciate you all, thanks for listening, and I will talk to you all soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you want to learn the secret to selling more of your products consistently, this is it… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. Good morning. This is Russell Brunson. Welcome to the Marketing Secrets Podcast. I'm driving to the office and it is raining outside. It's beautiful. But today I want to talk to you about something that I think so many of us entrepreneurs forget about. We get so excited about creating our product. We are so excited about actually building out our funnel and then miss this step. We do not miss it, but we don't do enough to keep sales consistently coming in. And that's what I want to talk to you guys about today. All right. Consistency in sales. This is the key, right? Everybody can launch a product and make a little bit of money. Everybody can put something out and get a sale every once in a while. How do you make consistent sales all the time? I remember when I was first just getting started in this game, there was this internet marketing forum back in the day called The Warrior Forum. And I was in there. I was a member. I was reading all the internet marketing guys posting, what they're talking about. And some guy posted something about, I can't remember what it was, but he posted something about his sales and how many sales per day he was making. And I remember I was just shocked. I was like, "Wait a minute, you make consistent sales every day?" I thought the whole internet marketing game was like, you create something and every once in a while someone buys it and you get some money to go play, you take your wife out on a date or something. It never crossed my mind there is a way to make consistency in sales. I still remember. I wonder if that post is still there from 18 years ago, whenever it was. But I remember posting, I was just like, "Wait, how do you get sales every single day?" That never crossed my mind as a thing, that that was a possibility. Because I think I looked at my business as a promotion, and I saw I was looking at launches as a launch. You launch it, and you make some money, then you got to create a new thing to launch. And I remember that was the first time it crossed my mind. And he didn't answer, and nobody answered. But I remember I was just like, "Oh, can you imagine what it'd be like to have sales coming in every single day? That'd be insane." And so, that's kind of the premise of what I'm talking about, because so many of you guys have a promotion or you've got something that sells every once in a while, but it's not like a business that's consistently generating cash, that you're consistently trying to grow. Right? And so, yesterday, actually last two days, we hired a really cool company called Chamber Media. And they are basically a contract we're doing, one big ad campaign per month with them for the next 12 months. So, what that means is I go into the studio, they write a script, they create a whole thing, and then we film it. And we filmed the video, and then while we filmed the video, we filmed anywhere from six to 10 retargeting ads at the same time. Right? And so, the last two days we actually did two of them. Well, the first one is like a Mission Impossible thing, because we're using it to sell one funnel away challenge. So, I was high waisted. How you say that word? I was in the air in a harness, flying around like, like Tom Cruise from Mission Impossible. And then, we filmed more stuff, it was so much fun. And then, yesterday was another one is kind of a first person shooter ad and... Anyway, so much fun. We did all things. And I remember at the end of it, they've got their behind the scenes video guy there filming behind the scenes and asking questions to people. And he asked me this question. He said, he's like, "Why do you guys spend so much money creating these funny ads? I just want to understand why you guys are doing this." And the second ad was for Expert Secrets, which is a book. And earlier today someone said, they're like, they've made a comment of like, "He signed a book that's free plus shipping. How was he able to spend this much money on an ad?" And so when the other guy asked me that question on camera, I was thinking for a minute. I said, "You know what? Most people, they spend so much time creating the product. Right? If we write in the book like, Expert Secrets alone was like an 18 month project, right? So it's like a year and a half of your life is dedicated to creating this thing. And then you go out and you create the funnel. And for me, that's like, I geek out for a long time. So, it's 30 days of me geeking out, deep diving Funnel Hacking a million people, writing the copy, doing the videos, all the stuff, the funnel. And then, there's the next phase, there's all different things that go into, right? And then we launch it. We make a whole bunch of book sales. And then for most people that's where it stops. And for me, it's like, "Why I keep investing time and energy money, making new ads and driving new traffic and all these kind of things." And it's like, if you think about it, it's because I love my products so much that I don't stop after we launched the product. Right? I want people to continue to read this book forever. I want millions and millions of copies sold. I want, when I'm dead, that there are still ads being run, my face on it, selling my books. In fact, I've told my team multiple times that if I die, they have permission to continue to run my ads every single day. That's my art, don't turn it off. I remember Billy Mays, who's probably one of the greatest pitchman of all time. When he passed away a couple of years ago, they cut all his ads. I think out of respect for him or for the family or something. But even OxiClean is number one best seller of all time, they cut all his OxiClean ads and put it in someone else. And, and I was just like, "Dude, what?" Ah, Billy Mays as the greatest pitcher of all time, the way he would want his memory to be remembered is people running ads of him. He doesn't care if he's dead or not. That's his art. He wants it to live on beyond himself. And so if my team is listening to this and I've deceased at this point and you're like, "Should we run Russell's ad?" Yes. Keep running the ad. Don't stop it. This is my legacy. I want to continue. You can even add a meme video, from beyond the grave, Russell's coming back to tell you about this book. That's how important it is. I don't care. Keep running my ad. But anyway, I digress. And so that's the reason why I spend so much money, because I care about the product. I don't want it just to be a promotion or one-off thing. Something that makes sales once in a while, I want this thing to sell consistently every single day for the rest of my life. Right? That's the big transformation in people's heads. And so, I think what happens in our world is, we spend so much time creating the product, right? So, we're trying to create a sales funnel, so much time creating the initial campaign that launches and sells it. And then we stop and we move on to the next thing. And in my mind is like, "What a tragedy. You spent so much of your blood, sweat and tears creating this thing." Like I told the guy in the camera, I was like, "My fingers literally were bleeding from writing this book." I don't want it to go down and as just a promotion, this is something that I want to keep pushing and keep driving and keep making sales. And so, the question comes back is, what do we do next? After the thing is launched, where do we put our creativity? Is it the next product? The next thing? And the answer is no. You put your creativity into creating more creative, more ads, more things to go grab people and hook them and bring them into your world. Right? If you read Traffic Secrets, all about hook, story, offer. You already have the story, you already have offer. Now it's going out, and you got to create hook after hook after hook, after hook after hook to grab more people and bring them in to hear your story. Okay. So, the last part which never ends is the creation of hooks. You are creating hooks and hooks and hooks and hooks to keep grabbing people and bringing them into your world. And that's where the creativity lies, I think us as entrepreneurs. And I'm as guilty as anybody. "My creativity is in the next book, the next project, the next funnel, the next thing." And it's like, "No, I need to shift more of my creativity into the next creative, the next ad, the next video, the next message. The next podcast, next thing is going to bring more people into my world." And so, in fact, it's funny, Steven Larsen, he messaged me yesterday on Voxer. He was like, "Dude, in the last..." I can't remember two and a half years or three years since he left ClickFunnels. He's like, "We've launched 90 funnels." He's like, "Only like three of them are making any money. So, we're like killing all the rest of them, and I'm going to start focusing my time on just creating more ads to sell those three that are actually making the money." I was like, "Yes, that's exactly what I'm talking about." And so, for most of you guys, you have something amazing. You've created something in the past. It's sitting there on the shelf, or in your ClickFunnels account that made money at once and stopped, or made a little bit, but not what you wanted, so you stopped. The answer's not, "Go make a new thing." It's, "Go create more ads, go create more videos, go talk more, make more noise, get your message out there. Throw out more hooks and hooks and hooks until you find the right hook." Recently watching Dean Graziosi's video from Funnel Hacking Live. He's talked about his book, Millionaire Success Habits. And they spent a year and a half, two years driving traffic to that book, and it did. Okay. Never did awesome. And he kept trying different ads, trying different ads. And it was a year and a half, almost two years in that he did this ad that had a different message, right? It was just a shift on the positioning of how he positioned the thing. And that was the one that hit. And since that point they've sold 500,000 copies of the book or more. But it was just shifting the message. But he didn't know what messaging was right. It took him a year and a half of creating lots of hooks after hook, after hookup hook, after hook, before he found the one that blew it up. Right? And so sometimes we just stop too early. We try a hook, it doesn't work, we're like, "Oh, I'm out." It's like, "No, no, no, no. The product might not be wrong. The funnel might not be wrong. It's your hooks were wrong. Like how many hooks you can throw out today? Is it one? Is a two? Is it 10? Is it 100?" Like, go create more of them. Put more out there, make more ads, create more videos, make more images. All the stuff we're doing, all the things happening around the product around the funnel are as important, if not more so. Well, they're definitely more so for your longterm consistency in sales, right? I think it was really fun yesterday, as we were creating these ads, every single scene of the ad, we'd create the ad, and then we would stop and we'd create retargeting ad right there. Right. And so for one video, we'd have six, seven retargeting ads. Today, I'm coming in, we have a landing page we're creating. And so, I'm trying to get his picture. So we're coming here, we're getting a picture. I was trying to like, "Give me the best hook for the pictures." So, I wore red shirt and red watch and red shoes, because to be bright, right? And the picture, we have these colored, the big colored sticky notes, all these things. Because I'm trying to create a hook to grab people's attention. Right? And then Brandon's coming over with his video camera. And after, we had the pitches landing page, I'm going to create 30 different ads to get people to the landing page. Right? So it's going to be me showing them landing pages, talking about landing pages, and there's all these little micro ads will run on Facebook and YouTube and Instagram and everywhere. All talking about the picture that is the pitch on the landing page to get somebody to opt-in. Right? And so I'll probably create 30 different ads today, all going to the landing page that we're developing today. And that's it. Right? And I'll probably have 30 ads, and probably 20 retargeting ads. So, it's just like, here's the one piece of content. Right? The landing page. But then from that landing page, we go back and we create 30 ads, 40 ads, 50 ads, all just pushing to the landing page. And they're all dumb. They're little, they're fun. And we have no idea which one is going to work, which ones aren't going to work. So, we just make a whole bunch of them. Right? And that's the secret. That's the key to longevity. So, anyway, I hope that I hope that helps. Especially if you guys who were frustrated, sales are down, you trying very hard to get consistency. You want to make this more of a, instead of a hobby, more of a full-time job. It's shifting your focus from the next product to the next ad, and putting in focus in your creativity there. So anyway, I hope that helps. Cool stuff happening and hope you guys are having great holidays. And now that said, I'm going to go inside and take some pictures and create some hooks, and hopefully sell some more books. I appreciate you all. And they'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices