The Marketing Secrets Show

Holy cow, I can't believe it's been 500 episodes! On today's episode we talk about where we came from, what we're doing here, and where we're going. I can't wait to take you on the ride with me.

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---Transcript---

What's up everybody. This is Russell Brunson and welcome to the 500th episode of the Marketing Secrets podcast. I cannot believe we're on episode 500. Excited to be hanging out with you guys here today. And I'm going to talk about my future, my plans, what I'm working on, and a whole bunch of other cool stuff. With that said, let's cue up the theme song and we come back, we're going to be hanging out, having some fun here inside of my private library.

All right. I can't believe it's been 500 episodes and that's just the Marketing Secrets podcast. Prior to that, we had the Marketing In Your Car podcast, which was probably another three or 400. We're probably close to 1,000 podcast episodes since I started this crazy journey, and almost a decade ago. It was after, some of you guys know the story. We had built a big company up and we were on top of the world and the whole thing crashed and crumbled and moved from a huge, 20,000 square foot building down to a little tiny 2,000 square foot building.

And for some reason, I had this impression that, "Hey, you should start a podcast right now talking about your marketing." I was like, "This is the worst possible time." I had literally, basically just went bankrupt, and the whole thing went apart. This is the worst possible time I could do this. And for some reason I was supposed to do it. I started and I started publishing, and I started talking, and I started sharing what we're working on, even though there were ups and there were downs.

And then if any of you guys go back to the old Marketing in Your Car podcast episodes, in fact, oh, we just got... Sorry. I digress. marketingseekers.com is basically the brand new funnel hub we created on ClickFunnels 2.0. It's the first ever ClickFunnels 2.0 site ever. If you go to marketingseekers.com, you can see it. But yeah, on there, if you click on the podcast tab, it shows you obviously this podcast you can subscribe to, but we also have links for the original Marketing in Your Car podcast. All of the old episodes are back live. You can go back and binge listen to them if you want.

I recommend doing it because it's really fun. But back then, I remember one episode I did I was like, "Only morons would want to make more than $10 million a year." All the reason why you should never try to make that a goal. Anyway, it's just funny now, because yeah, just how my ideas and belief and things shift along the way, but it's a whole fun journey. And we're talking about ideas like, "Oh, we have this new project working on. I think it's going to change the world." And it was ClickFunnels. And it's just a crazy journey going back and thinking through all those kind of things.

Yeah. Now after running out for 300 whatever episodes, we decided to rebrand and call it the Marketing Secrets podcast. And now here we are 500 episodes later, which is insane. Thank you for listening. If you missed any of them, make sure you begin at the beginning and binge listen through all of them.

I've tried to make them all entertaining and good, but also short enough that, Joe Rogan, for example, I love Joe Rogan. I think he's awesome. And I loved listening to his podcast more, but first off each episode is four hours long and then there's so many of. It would take me the entirety of my life to catch up where you guys could catch up within a couple months if you just listened a couple on a day.

There you go. Go back and binge listen. But I'm here today in my makeshift library and maybe you run saying, "What do you mean in makeshift library? Why?" In the last four or five months have purchased, I would say conservatively, probably three to 4,000 books, and I am in the process of building an actual huge library here in Boise, but right now we have a temporary office rendered where I'm storing all these books, and I'm working on some really cool projects that you guys will see coming to fruition over the next little bit.

But it's interesting. Some of you saw, I've done two consults with Tony Robbins. We film and turn into YouTube videos. If you go to our YouTube channel and search form me, you can see him, and we basically had a chance to ask him a question. And crazy enough, I'm actually flying out next month to do it again.

I have a new time to ask him a question, which I'm exci...

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens.

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---Transcript---

What's up, everybody? Good morning. It's Inner Circle day and I'm driving down to the event. And I want to jump on and say, what's up? All right, everybody. So, it's Inner Circle day, actually Inner Circle week, which is even better than Inner Circle day. We've got Inner Circle happening today and tomorrow. And then, my Category Kings, which is our upper level, are coming in on Thursday and Friday. And so, this is a full week of serving, and having fun, and being with the people, which I was really excited for.

Some of you guys know my Inner Circle is our high end coaching program I had for seven or eight years. And I closed it down almost three years ago, because I was just tired, and worn out, and just a lot of things happening in my life. And so, we shut it down. And then, last year at FHL we reopened it with some caveats this year. You have to have won a Two Comma Club award to be in the inner circle. And if you want to be in Two Comma Club X, which is the higher... Or excuse me, if you want to be in the Category Kings, you have to been at least made $10 million, so Two Comma Club X. Or yeah. Yeah, so. Anyway, which is cool because it makes the groups just higher standard, higher level, which has been awesome. So, to be in the room, you had made at least a million dollars, which means we can have totally different conversations.

It's interesting, because we had different levels of coaching and consulting programs. For example, we have our Two Comma Club X program, which is amazing. But it's more so for people who are getting started, having some success, but they haven't hit Two Comma Clubs yet. It's interesting, because in that phase of your business, there's a couple things you have to figure out. The first thing you have to figure out is, what is it... Actually before that, it's, who was your dream customer? Who's a person you actually want to serve. That's the first thing people have to figure out. They have to figure out, okay, these are my people.

Then, the big questions are the what and how. What is it you're actually selling and how are you selling it? And the biggest problem people typically have during that phase is they either are selling the wrong what. They're selling what they want to sell, not what people want to buy, or they don't know how to sell. What's the funnel, or the way, or the process, or how you persuade people? So, it's the what and the how.

If you got who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, shrinking that who down to, this is my micro-niche. This is my category. This is my people. And then, it's the what and how. So, what are you selling and how are you selling it?

And so, for me, with most people's it's try thing after thing. Let's publish a lot, launch a challenge, launch a webinar, launch a... And you're trying to figure out, what is it that people actually want to buy from you? Okay. That's a little distinction, but it's huge. What do people actually want to buy? Not, What do you want to sell? What does the market want? When I got started, my very first idea was Zip Brander, which was a really cool idea. And I wanted to sell it. I paid for someone to build it, because I knew that this was the coolest thing I could think of. But the market didn't want it. I sold a few, but it wasn't right what. What is it that I'm actually selling? And so, that's why we keep trying different offers and testing things out, putting things out until we figure out eventually, this is what they actually wanted.

And the second question is then, how do you sell it? And so, that's the mechanism. You selling it through a webinar or through a challenge? Are you doing it on the phone or you're doing it through a tripwire funnel, a webinar funnel, high ticket funnel, a challenge funnel, a survey, or a summit funnel, a survey funnel? It's the what? After you figure out those two things, what is it the market actually wants I'm going to sell? And then, how do I sell it? And understanding the persuasion, and the process, and all that kind of stuff. When you figure out that, the who, the what, and how, boom, typically that's when people go from, "I can't make anybody online," to boom, Two Comma Club really, really quickly.

Some people, it happens in the year. Some people it happens in weeks after figuring those things out. Which is why you got to be testi...

In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product.

Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

---Transcript---

Russell Brunson:

Welcome back to The Marketing Secrets podcast. Today we got another Q&A for you and this is one, I need to set this one up a little bit so you guys can understand it, but during the e-commerce experts' smackdown, Alison gave an amazing presentation where she showed some of the things she sells, e-commerce products, right? And one of them were wood blocks and she's like, "Who here would buy wood blocks?" And nobody...everyone's like, "They're wood blocks, why would I buy it?." And then she shows, she's like, "I didn't sell wood blocks. I sold the vision of what these wood blocks can become." And she showed pictures of the kid's faces painted, glued on these wood blocks, and put on the mantle, and what they look like, and how it works. And then she sold a bajillion dollars worth of these wood blocks, right?. And then she showed example after example, here's these french fry holders where you hold french fries in it. She's like, "That's the product. No one wants that, so I have to create the vision." So she creates a vision where here's the french fry cover and you design it, and you put your pencils in it and your notebooks, and anyway, sells the vision on it.

I think it's something that most of us, as creators, entrepreneurs, business owners do, is that we think we're in the business of selling a product and we're not. We're in the business of selling a vision behind the product. That's what gets people to buy. It's interesting because if you study copywriting and things like that, they talk about these things, but typically, most copywriters... I don't know, I think the way Alison described it and showed it was really, really powerful. And you don't think about it as copy or copywriting, but it's just they stop selling the product and start selling the vision of what the product can do, and how it serves you, and things like that. So anyway, we had talked about it and then someone came on and asked a question about their product. And their product is interesting, when they shared it, they talked about the product and the vision and it was really cool. But then you look at the marketing, and the marketing had defaulted back to the product. I think a lot of you guys do that.

And so, I wanted you guys listen to this Q&A because it's something that, my guess is for any of you guys who are struggling, like "No one's buying my stuff." You could literally plug in yourself into this conversation and then ask yourself the same questions like, "What am I doing? Is this my product? Is it the vision? What does that look like?" And so, I hope this helps because for most of you guys, if you were to have Alison consult you, I bet you 50 bucks that this is what she would do with your business. So, please take this as a private, personal consultation from her and from me about shifting you from selling your product to selling the vision of what can happen because of the product. So, with that said, we're queuing up the theme song. When we come back, you have a chance to listen in to the next question from the e-commerce experts' smackdown.

Brent Coppieters:

All right, we are back to our VIP room, and we've got Andrea Lister, there's our next question. And she says, "What is your best advice for somebody like me who is trying to teach parents the importance of cooking for our kids, and to bring back the value of cooking at home? I am selling an e-book with an order bump as my first product. Thanks."

Russell:

Very cool. So the question is, is it how to bring it back to the parents?

Brent:

Yes.

Russell:

How to get the parents excited?

Brent:

Yes. The question is, "What advice do you have?" So, she's trying to teach parents the importance of cooking for our kids and bringing back the value of cooking at home. She's selling an e-book with an order bump. So, I guess, it's maybe talking about... yeah.

Brent:

Andrea is on here. Andrea, do you want to unmute yourself, maybe?

Alison Prince:

Wait, I think I got it though.

Brent Coppieters:

Okay.

Alison:

I think I got it. Okay. So, I hear you selling a product. Again, most of the time when people come to me and they tell me what they're selling, I'm like, "This is a product, this is a product." What I see t...

Q&A from the recent “Ecomm Vs Expert Smackdown”. Ben Moote asked a question about imposter syndrome.

Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

---Transcript---

Russell Brunson:

Good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Seekers podcast. Today's episode, probably the next couple episodes, I'm going to do some Q and A. And the way we actually did this Q and A was kind of fun. Alison Prince and I did an event last week called the E-comm versus expert smack down. We had some hot seats and some hot seats were very specific to whatever topic we were talking about. But some of them were things were, I think would just help everybody. And so I'm grabbing some of these clips of our responses to hopefully help you guys. So the very first one actually was a question asked by Ben Moote, and he's someone who used to work for ClickFunnels way back in the day, and then has gone on to go out there and he creates products and services and he's published his stuff and he's been at all the events and he's doing the work.

And he asked a question about imposter syndrome. And I know this is one that I think everybody struggles with at least in some point in your career. And so I thought it was powerful and I thought it'd be useful for all of you guys to hear as well. So we're going to cue the theme song. We come back, you're actually going to hear Brent Coppieters on our side ask the question and then Alison and I will respond to it. And hopefully from that, you get a nugget or two that's going to help you out in your journey along the way. Thanks so much. And with that said, let's cue up the Marking Secrets theme song. Who's up next?

Brent Coppieters:

Okay. This is from our friend, Ben. So this goes to, again, the mindset that you guys have just touched base on. And I appreciate Ben just being really open and honest about this question. So I'll give you a little bit of context here, and then I'll ask the question. He says my belief that things are scarce and that I don't deserve it are so strong that I am actively losing so much money, so much opportunity to give and serve, close friendships and more. It's wrong, but it'd break me to break that belief. So it's this belief he's got. So the question is what has been the most successful path that you've chosen to kick that negative inner voice in the mouth and move forward?

Russell:

Imposter syndrome, right? This is something that people hear all the time. Like, I feel like I have imposter syndrome. I don't feel worthy. I don't feel ready. I don't, those things that happened in all of our heads. And I got to be completely honest with you. Yesterday, I couldn't sleep night before this whole event started. Why? I was freaked out. I was scared to death. It doesn't matter what level you're at, you're always nervous. You never feel ready. You never feel worthy. You never feel... Like every funnel event, backstage, I'm like, oh my gosh, why are people here? I'm a little kid. I don't even know what I'm talking about. What if they see through me and they don't think I don't know what I'm talking about. And it's just all these things keep happening. And I have to come back to like, look, it's not about me.

I think that's the problem is that we try to put it all on our shoulders. And when you realize it's not about you, it's like, I'm here to serve those people. That's when it starts shifting for you. And for me when I'm backstage, when I was here yesterday before I came out, I had to consciously get in this thought and I do it through prayer. I do it through thinking, through whatever it is. But I'm thinking, okay, I'm nervous. I'm anxious. But this is about me, and this is not about me. This is about these people who have been called to serve. And if I don't step in and don't serve those people, that's not what I want either. And so it's trying to get out and it's, I understand. Because it's hard and it comes back every single time.

It's not like, oh, I kicked that 10 years ago and it's done. No, every single time. Every time people, like FHL before I go out, every presentation I get nervous. You still get nervous? I'm like every time, because I put it on me. What if I mess up? What if they don't like me? What if I talk too fast? What if I slur... And I'm like, okay, okay. I'm like, it's not about me, not about me. And I start saying prayers for myself. I pray. And I'm like, please help me to be able to serve these people. Please, when I'm talking or I'm saying something, let the right things show up so that I can deliver it...

Another question from the recent "Ecomm Vs Expert Smackdown". Russell and Alison talk about college and entrepreneurship and which one they feel is more valuable.

Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing

---Transcript---

Russell Brunson:

Hey, this is Russell, and welcome back to the Marketing Skills podcast. You guys have really been enjoying these Q and A's, so we got a couple more for you. And again, these came from the e-comm versus experts Smack Down Allison Prince and I did. Hopefully had a chance to attend that event. If you didn't, come on now, do you hate money that bad? Like we put on these amazing events, we kill ourselves, we prepare for months at a time to put these things on for you, and then you were too busy or you didn't take the time off. Come on, you got to be there. There's gold every single time.

Anyway, the event was amazing, and we did a whole day of Q and A's and stuff. There's goal every single time. Anyway, the event was amazing and we got some, we did a whole day like Q and A's and stuff. A lot of really good ones came through. This one was one that's interesting. I'm titling this episode College Versus Entrepreneurship. But the questions you'll see with somebody who's about to graduate from college, has spent all the time, energy, and money doing this thing, but then they're not passionate about what they're learning. They are passionate about being an entrepreneur, like what do I do?

I think for a lot of you guys you're in some version of that, right? Most people don't start entrepreneurship on day number one. You've done something, you've pursued something, you have a career, you have a business, you have a family, you have something first, and you're not happy. You're looking for where to go from there. Hopefully the Q and A from this session will help you if that's where you're at.

All right, with that said, we'll cue up the theme song, when we come back we're going to discuss college versus entrepreneurship.

Brent Coppieters:

First off is from Austin Lark. He says, "I'm so torn. I am just about to graduate from college, and I am not passionate about what I have studied. I feel drawn to life as an entrepreneur. What advice would you give someone like myself?"

Alison Prince:

Do you want to take it or do you want me to?

Russell:

We can tag team this. So good news, I remember going through my college. I went to college because I wanted to wrestle, so that was the thing. I got my degree, and I remember at my graduation sitting out, had cap and gown, all these things on. I remember luckily for me I had started my business at the time, but I remember looking around at everybody else, and they're all celebrating inside, and I was like, I didn't actually learn anything of value. I have no valuable skills. If I was these guys I would be so scared knowing that they had to go out the next day and use what they learned to actually get paid money. I was so grateful I had this thing.

I think for you, I wouldn't look at it as a negative thing. My college time was amazing because I got to wrestle, I met my wife, all the amazing things happened, friendships. But man, I was so grateful that I had this thing that I was looking for, that I was doing, and it wasn't big at the time, but I had started, and I was like okay, now this is the direction I want to go with my life. I think if I was you, and I don't know your situation, life, what you're doing or where you're at, but I would be excited that I had a chance to experience the college life, I got to do all those kind of things, but now I've been given this gift where I know what to do and I know what to do with my future.

I remember looking over, because my degree was computer information systems. I was going to be a programmer.

Alison:

You were?

Russell:

Yeah. I can't program anything. And I remember everyone that was on my row at graduation, they were all in my class. I was like we didn't learn how to... I have a degree, I don't know how to program anything. And these guys got the same degree and they're supposed to go to like real companies and ask for jobs to do the this thing. I was like man they still have to go and learn all this stuff on the job anyway. They didn't actually get anything that was going to be helpful, at least in my degree. My guess is, for most of you guys, especially if you're going through college, you probably don't have the skill set anyway. You're going to have to learn it on the job anyway. Might as well start doing that next to the le...