Marketing Secrets with Russell Brunson - Aggregate, The Secret Formula

Episode Date: October 7, 2019

The creation and aggregation process... On this episode Russell talks about what it means to aggregate information and turn it into something different, and how that is not the same thing as ripping somebody off. Here are some of the awesome things in this episode: Why taking pieces of information from different people and compiling it into something you make your own is different than stealing. Why studying information from several sources gives you a better overview of an entire topic. And how aggregating all the information you have learned, helps others who are learning from you. So listen here to find out how Russell aggregates information on different topics. Transcript - https://marketingsecrets.com/blog/247-aggregate-the-secret-formula Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. This is actually an episode I started recording a couple days ago in my car, and I couldn't, there was a word, I couldn't remember the word. And so I got halfway through, and I was like, what is that word?

And I stopped it, and I deleted it. And now I remembered the word. So I'm back to do a redo of this episode all about your job and your role and your responsibility as an aggregator of information. 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 am, it's Friday here. Today's a meeting day, and then next week we have Inner Circle all week, and then I basically

got like two weeks left to get all the updates done for the dot-com secrets book. If you haven't been listening along, obviously I submitted the final manuscript for the traffic seekers book last week. So it's out of my hands, but then we're republishing the first two books with a new publisher. And so I had this little window of opportunity to go in and update them. So yesterday I spent all day going in and I was like, Oh, I'm just going to tweak some stuff in dot-com secrets, you know, polish it a little bit. But after i got into it i was like oh my gosh i need to change everything um like uh like i want to rewrite the entire book it's funny because because you know i'm five years in now since my first book my third book and i've become a better

writer i tell story better all things like that and like none of the first book at least the first one i'm not sure about expert. I'll find that out next. But the Dotcom Secrets book is missing all that. Like there's not a good story and the good things. And so I want to weave those things back in. So it may turn that 58,000 word book into like a 100,000 word book. Who knows? But that's what I'm in right now.

And then I'm going to do the same thing with the Expert Secrets book and then put them out into the world. And I'm so excited for that. But as I was thinking about this whole thing, I started thinking about like my role and probably a lot of your guys' roles, um, as, as, as an aggregator of information and an aggregator of content, right? Like if you think about this, like the dot com seekers book, isn't my own thoughts, right? I mean, there's some of my own thoughts in there. There's, there's insights I found and things I connected and correlations I've seen and stuff like that. I take my own personal experience, but none of the information is new. I didn't invent it. I was out there and I was trying to learn this stuff. I started aggregating information from a lot of

sources. If you read any of the intros to the books, I'm always like, I learned from this person, this and this. Here's like 50 people I studied. And then I took all those things, I aggregated them together. And from there, I came up with my own framework, my own process that's aggregating these people's ideas into a process that's simpler for me to understand. And hopefully it'll be simpler for you as well. Right. And I think about for any of us content creators, that's kind of what we're, we're doing. Now, the difference between aggregating information and ripping somebody off is you rip some off, you're taking from one person and just ripping them off. Like that's not, I'm talking about, I'm talking about looking at a whole bunch of sources and from there coming to your own ideas and then always giving credit back

to, um, to where you learned the original concepts from, which I always try to do. I remember, um, this is probably five or six years ago. I had a chance. I was hanging out with Howard Berg, the world's fastest reader. And I asked him his opinion on religion and a couple other things. So I'm like, this dude's read 30,000 books. And I still remember he told me, he said, it's interesting. He's like, most people will read one book on a topic, right? On religion or on whatever the topic is, right? And he's like, and they read that book

and then that becomes their reality. That lens of that book becomes their reality. He's like, what I do instead is like, he's like, I want to learn a topic. And so I'll find 10 or 20 or 30 books around that topic, all from different angles. He said that I'll read them all. And then from that, I have a different perception of what reality is. He's like, I'm able to see

things from different directions and different angles that nobody else can do. And I feel like as a content creator, as a producer, as an influencer, as a whatever you want to call yourself, an info product marketer or whatever, that's really our job is to go out there into the world and seek solutions for our own problems, our own things we're trying to figure out how to solve. We're going out there and we're reading books and listening to podcasts and trying this and testing that and going to this event and going to this mastermind and talking to this person and all these things because you're trying to get a clear picture in your mind to make it make sense to you. So you aggregate all

this information from that, then you come back and you can build your own framework saying, based on my understanding of the world and what I've experienced, this is the truth. Right. And so like, that's what I've tried to do in these, in these books and in my podcast and other things is that, um, I feel like, uh, you know, my role is to aggregate information. It's not to create new information. I wish it was, I wish I was like the guy who sat there and be like, you know what, blah, But I don't typically have that. At least not often. Maybe I do sometimes. But the most part, it's me just connecting dots. It's like I see this and this and this and this. And by themselves, maybe they're not that cool. But if you plug these things like this, like, oh, look how cool this is, right? I was thinking about the

Dream 100 concept I learned from Chet Holmes. Dream 100 was cool. I learned from Chet Holmes. But I was like, how does this work for me? And I started thinking about my Dream 100 aren't customers the way that Chet taught. My Dream 100 are affiliates. And if I can do a Dream 100 to affiliate and they say yes, it opens up this category, this thing to 1,000 people. So I took his concept over there, but then I had an insight over here of I have this framework of affiliates and how they work. And if I apply Dream 100 to affiliates, boom, this whole thing opens.

And then when paid ads started coming, I was looking at paid we're looking at how we do our interest in our targeting all sounds like wait if we apply the dream 100 to affiliates to influencers on the platforms all of a sudden like that becomes this new framework right and boom that framework became traffic secrets and so it's like that's our job is not just to to learn and study and follow one thing but to go out there into the world and, and look at all the different options. You know, here's a topic you want to learn about, go study from 10,

20, 30 people. So you get this, this more holistic view of the truth and what reality actually is. And then your role in this equation and my role is then to aggregate information as I see and try to produce and assimilate and give back the truth of the thing I'm learning. Right?

So for you, it could be whatever, let's say you're in weight loss and you're like, okay, I'm going to go out there and instead of the thing I'm learning, right? So for you, it could be whatever. Let's say you're in weight loss and you're like, okay, I'm going to go out there and instead of saying, I'm going to, you know, I'm 100% ketogenic, like go study ketogenic and paleo. And what are the other ones? Meditarian. There's a meditarian diet now, I guess, where you only eat meat.

And then vegetarianism and then fruititarianism. And then there's blah, like just feeling like study all of it. And then from there, you get a more holistic view of like hey this is based on what i understand i'm seeing like this is my belief is this and it's not just one or just the other it's this blend of things right and that's where you create this new category and that's where you you um you find your spot your prolific zone where it's like you know these things i'm sharing are are unique they're not unique to the world like it's but it's my aggregation of them that makes them unique. Right. And, um, anyway, so that's what I want to share with you yesterday. And I hope that, that it helps because a lot of times

I think we're out there trying to figure out our thing and we're confused because like, well, this person says this, this person says this, and they're both kind of true, but they're both different. Like, what is it? It's like, well, there's probably truth in, in, in both of those things. So, so study and look at it and find the truth in both and come back. I think that's one unique view I have of religion. Like, I definitely have my beliefs, but I also believe that there's truth in all religions. I think they're all based on truth. And so I don't just go and close off my eyes.

Like, I have friends in other religions and other things. I respect them and I enjoy it. I figure out, like, what's the truth that they bring that i maybe i'm not able to see or i miss it because of whatever thing like we're gonna feed you into this pentecostal church and it's so much fun the dude's up on stage preaching and he's sharing scriptures and and i don't agree with 100 of the doctrine of what he shared but there was definitely truth i definitely felt the spirit i definitely like got good things i'm like i'm gonna take these pieces of truth and i'm gonna apply that bring back into my world now i like now it's mine like i now i have this truth

i've assimilated that information i've aggregated it i can bring it back and i can share it and so it gives me the ability to to build respect people not reject them right i think the the world we live in now the facebook society is like if someone doesn't believe exactly what we believe we reject them and we fear them and we hate them and all these things. It's like, that's insane. Instead, look at that and be like, okay, I don't agree with that, but in that lens, that's interesting. You know, I was, that's funny.

I don't know how many examples like this I should give, but I was reading my new favorite book called American Kingpin. It's so good. But it's the story of the dark web and it's the story of the dude who started the Silk Road, which is like this drug, this drug trading website. Right. And I'm listening to it. They started talking about his beliefs and why he believed that. And the guy was super libertarian.

He believed that, you know, the government should have control over people's bodies and things like that. And people should be able to do what they want. And I was listening to something like, man, there's some really good truths and really good points in there. But then he took it to the extreme of like, oh, but what that means is that everyone should be able to do listening to some, I'm like, man, there's some really good truths and really good points in there. But then he took it to the extreme of like, oh, but what that means is that everyone should be able to do drugs. Therefore, I'm going to build this drug superhighway and give everyone access to any drug they want. And it's like, whoa, you went way too far off the deep end, right? But it's like, but I can respect the truth of some of these statements. Like, wow, there's truth in there. Like, let me take that piece of it and not throw out the baby with

the bathwater. Let me take that truth, bring it back to what I have. And then as I'm teaching my kids or my friends or if I'm at church or like whatever, I've aggregated this information from a lot of spots and I can now share like what my truth is. Um, and so you can, you can respect other people and not, not want to blow them up on, on Facebook and things like that. Right. So anyway, hope to help some of you guys.

Um, but that's, it's, um, I look like what, what's my job for the next hundred years that I'm here on this planet, maybe longer, who knows, depending on what I, what things I learned about health and fitness, it may all be 200 years old. Um, but for like, like, it's funny. Cause I remember when I wrote the dot-com secrets book, I was like, I'll never write a book again. They did expert secrets. I was like, I'll never write a book again. And about that time I went and I met with Brendan Bouchard and Brendan's like, no, I read a book every two years. I'm like, what? He's like, Brendan Bouchard. And Brendan's like, no, I write a book every two years. I'm like, what?

He's like, yeah, so do you. I'm like, no, I don't. He's like, you wrote one two years ago. You're writing this one. And you're writing one in two years from now. I'm like, I don't think I will. He's like, no, dude, just make, that's what you do. You spend two years.

And you go out there and you pick a topic you're excited about. You study it. You aggregate information. You geek out on it. And then from there, you take all your research. And then you turn it into a book that you can now give the world. Like, Hey, I spent two years on this journey. Here's the cliff notes. I hope it helps. And, um, and when he said that, I was like, Oh my gosh, that's really, really cool. And I decided at that point, like, yeah, I'm going to, I'm going to write a book every two years.

Um, and it just, it's going to be a thing that I do until I die. Um, because like, how fun is that? Like you wake up every morning knowing like I got two years to go out there and like, and aggregate all this data, this information, and bring it back and give it back to the world. Like the truths that I found, I'm not going to do it just seeing, you know, from one viewpoint, I'm going to look at a whole bunch of viewpoints

and, you know, find the pieces I feel are truth, bring them back and then present them to my world, my audience, my people. And anyway, I don't know about you, but it gets me fired up as a creator. So for those of my creators who are listening out there, I hope this helps inspire you and give you ideas and give you a plan and a vision

and hopefully see it through my eyes kind of what I'm looking for and hopefully it helps you as well. So that said, appreciate you all. Thanks so much for everything. If you enjoyed this episode, please take a screenshot on your phone, post it on the Instagram and the Facebook

and tag me on both platforms and then do hashtag marketing secrets. And I'll see it in my feed. It'll show up there and I'll be so excited to hear what you thought about this episode. Thanks again for everything. Appreciate you all. And I'll talk to you soon. Bye everybody. Want more marketing secrets? If so, then go get your copies of my two bestselling books. Book number one is called expert secrets and you can get a free copy at expertsecrets.com. And book number two is Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dotcom Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used

to become the fastest growing non-VC backed SaaS startup company in the world.