Marketing Secrets with Russell Brunson - Adding "Over Your Shoulder" To What You Sell...

Episode Date: June 15, 2020

If you're creating courses, here's one of the secrets to make the course even better. On this episode Russell talks about how he has always been able to teach the strategy of course creation but not really the tactic. Here are some of the awesome stuff to look for in this episode: Find out what "Over the Shoulder" teaching means. Find out why to teach this method Russell had to start a whole new business from scratch. And see what some of the tools he is using to do all of it. So listen here to find out what Russell means when he says he's teaching with an "Over the Shoulder" method. Transcript - https://marketingsecrets.com/blog/318-adding-over-your-shoulder-to-what-you-sell Learn more about your ad choices. Visit megaphone.fm/adchoices

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What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, we are recording from my new work-at-home course creation studio at my house, and we're going to be talking about creating your own course and some of the tips and the tricks that I've been learning along the way as I'm creating a brand new course. First time I've done this in a while, and it's been so much fun. Hopefully this will give you some ideas as you are creating your courses as well. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets.

How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. All right, everybody. So I don't know about you, but in my role here at ClickFunnels HQ, I have a lot of different hats, right? There's like Russell, the CEO hat. There's Russell, the author hat. Russell, the webinar guy hat. Russell, the... Anyway, there's lots of hats that we have to wear. And a hat that I used to wear all the time back when I was starting this game was the hat of someone who creates courses. But that hat has been taken off and put on the

shelf for a long time. And this week, I've been putting the hat back on because I'm creating this brand new coaching curriculum that I'm really, really proud of. Anyway, so basically what I wanted to talk to you about is some of the things I'm learning as I'm putting this hat back on because I'm kind of relearning how to do it. And it's been fun. But I want to stress one thing. And I've done a couple podcast episodes about this. I talked about Funnel Hacking Live. So I'm not going to go deep into it. But a big part of it is understanding how to teach your framework, right? Because the course is just basically you teaching your framework. And so if you want to go deeper into that, go back into the Marketing Secrets podcast, back archives and look for the

episode about the framework for teaching your framework. Anyway, I think it's a good one. But basically, that's where I would start. I'm not going to go deep in that right now, but that's how we teach framework, right? We go through talking about how you learned it and you earned it, talking about step number one, number two is the strategy, and then the tactics, and then the results from other people.

That's the four steps of how you teach your framework. But also the context of that, like how do you actually make the course? And so this is what I've been learning, so this is what I've been doing, this is my process so far. So number one, I'm using a really cool new app called Workflowy to outline my course. So Workflowy is like this, I think they call it an infinity document

where basically you have a bullet list and then you make a sub-bullet, sub-bullet, sub-bullet, and each bullet can become its own page. You go deeper, deeper, deeper. So what I did is I created the course initially, this course right now has eight modules. So I was like, okay, module one, two, three created the course initially the first this course right now is eight modules so it was like okay module one two three i had the the first eight bolts with eight modules right then i go to the one like bullet number one and say okay here's

the module here's all the different uh um lessons inside of this module let's start with lessons then i go do one each those each lesson becomes a bullet point and i click on that it goes inside then i have now the outline for each of the lessons and then inside there, I can go another level deeper and then, you know what I mean? So it's really cool. You can like structure your outline for your course really easily and workflow. I love it.

It's really, really powerful. So that's the first tool, okay? Second tool now is now I gotta turn this stuff into an actual course. And there's a new software that, it's probably not new for everyone. It's new for me. It's called Ecamm Live.

That is amazing. It records your webcam. It records your iPad. It records your desktop. Like all your iPad, it records your desktop, like all these different things you can flash back and forth and do everything. And so I'm recording it all in Ecam Live, which has been really, really cool as well. And so that's been an amazing tool I've been using. And then the third thing, and this is the thing I want to spend most time talking on today, is how you actually teach the course curriculum. And it's funny because most of the teaching I do that I've been doing nowadays is like

me sitting on stage, you know, teaching a presentation. So I have an outline, a presentation, I teach, I tell stories, and I teach, for the most part, it's a strategy, right? People get the strategy. But I haven't been as much of a tactical teacher because it's just, it's different. Tactically, you sit down, like, here's step one, two, and then you're doing the thing. And it's funny, I remember when I first got in this business, Bill Glazer was my first mastermind. Bill Glazer and Dan Kennedy's mastermind group.

Bill Glazer was my first mentor. I remember sitting in one of the rooms one time, and they were talking about a coaching program. The phrase that they used, and I'm telling you this because this is the insight I want to share with you today. They called it an over-the-shoulder coaching program. I was like, that's interesting. Basically basically Bill said, yeah, it's basically, imagine you're sitting at your desk doing the thing you do and someone's watching over your

shoulder. It's an over-the-shoulder coaching program. They're seeing you do the thing. And I realized that's the piece I've been missing in the curriculum for this new coaching course. I was teaching the strategy. People get the ideas and the aha. It's like, oh, I understand this. I understand how to do it. But then they were missing is like the actual over the shoulder. Like, let me show you, like, let me actually do it. And so what we're doing right now for this coaching program, which is so cool, is instead of me teaching, like, here's how to do it, I'm actually doing it, right? So I'm literally launching a brand new company. I went and bought the domain and then I went and I got the logos designed. And then I went and I did my dream 100 and I opened up Trello

and like, I'm doing the entire process right now with them and they're watching over the shoulder. So it's not just like, here, let me tell you the tactics of how this works. It's literally like, okay, pop over the shoulder. I'm doing this, okay? And just follow me, just do the same steps. Like I'm not missing a step

because if I miss a step, I'm making a video to show you, oh, I forgot about this step. Here it is. And I'm literally doing the whole thing with them, right? Over the shoulder coaching program. And so that's the big thing I want to share with you. Of course, like there's obviously the parts you're teaching, the strategy and the tactics,

all those kind of things. But if you look at it from this lens of like, like imagine the person's came to your house and they're sitting behind you and looking over your shoulder as you do the whole thing. That's the power. Like that's what people really want at this step. At least I think so. I'll find out if nobody buys this, I'll know. But that's kind of game plan is I'm showing over the shoulder. So now it's no more like strategy or theory. Like, Oh yeah,

Russell, I worked a year ago, but it doesn't work today. Or this worked at one time, you know, but, but the, the market's changed or whatever. It's like, no, let me like literally just sit here and watch me do it. And then just copy me. Like that's literally the, the, the process and the path. And so I want to show you, cause I think that's the third tier here. Um, uh, as you're developing your courses to look at as an over the shoulder coaching program as you're developing your own courses to look at it as an over-the-shoulder coaching program. Ecam Live is cool because that's how it works. In my setup here, I've got my desktop where I'm showing the screen.

I'm actually doing this stuff so they can see it. There's my webcam so I can talk directly to it. I also hooked my iPad and I have my PowerPoint slides on my iPad so I can shift it to PowerPoint so I can like, hey, here's the strategy you understand. And I'm going to jump back to my desktop and actually do it and come back to the strategy and then go back to the desktop. So I'm going strategy, tactics, strategy, tactics the strategy, understand. And I'm gonna jump back to my desktop and actually do it and come back to the strategy and then go back to the desktop. So I'm going strategy, tactics, strategy, tactics, strategy, tactics.

Your tactics being like the over the shoulder, here's me doing the thing. And so far it's been so much fun. I think, anyway, I'm excited to start sharing this with people. This is part of the new updated Two Common Club X coaching program. The first module is called Ignite.

We're gonna be igniting a business. I'm literally, like I said, brand new business from scratch, taking it and doing it with everybody. So it's going to be fun. I'm excited to share the results and see what happens. So anyway, I'm sharing that with you guys for a couple of reasons. Number one, hopefully get you excited about joining the Two Thumbel Club X coaching program in the near future, if that ever opens up. Number two, because as you're creating your own courses, think about from that lens of, I'm creating something where someone's watching me over the shoulder as I'm doing it.

And if you look at that lens, it changes how you create the course content. It changes how you teach. It changes a bunch of stuff because you're not just like randomly, you know, talking about stuff. You're actually doing it. Letting people watch you do it,

which is pretty powerful. So like I said, the tools we're using to do this myself is Workflow. We outline the course, Ecamm Live to record the course and understanding the strategy of like kind of the framework, how to teach frameworks, which is again, here's how I learned or I earned it. Here's the strategy. Now over the shoulders, here's the tactics of me doing it and showing case studies of

other people done as well, which in this case, the case study is me as I'm doing it live in front of a live studio audience. A live-ish studio audience, I guess I should say. So anyway, it's been a lot of fun. I haven't done course creation for a long time. It's been really cool. I'm enjoying it. Had a lot of fun with it.

Hopefully, if you guys haven't created your own course, you should as well too. I know we have a course called Course Secrets coming out in the future. I bought the domain a little while ago. So we gotta create a course on courses now. Because everybody who's ever done a course wants to create a course on courses. I'm got to create a course on courses now because everybody who's ever done a course wants to create a course on courses.

I'm going to teach you my course on courses because, but anyway, I got to get through this course first so I can make sure I remember all the updated things and how we're doing it. So I said the word course like 18 times in that sentence. It's kind of funny. Anyway, all right guys, that's all I got for today.

I'm going to jump back in and guess what I'm going to do. I'm getting back to the studio, which is right here and I'm going to keep on recording my course. I got a couple more modules or a couple more lessons trying to bust out today, and then module number one will be finished for my Ignite members, and they are going to die when they see how cool this new training is. So fun. All right, guys, thanks so much for everything. I appreciate you all, and I will talk to you guys all again soon. Bye, everybody. Hey, everybody, this is Russell again, and really quick, I wanted to invite you to join

arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact. Some of you guys are a funnel away from growing your company to the next level.

And so we created this challenge to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So what I recommend you do right now is stop everything, pause this audio, go online, and go to OneFunnelAway.com. That's OneFunnelAway.com and join away.com. That's one funnel way.com and join the next challenge. There's a challenge starting in the next few days. So go get started right now. One funnel away.com.