Marketing Secrets with Russell Brunson - Email Swipe File And A BIG Secret

Episode Date: August 12, 2020

I've been working on an assignment with the 2CCXers, and I want to share one of my big takeaways that I had last night. I want to share something with you that I've been thinking about a lot lately. We just launched our new Two Comma Club X coaching program a couple months ago, and one of the first things I asked everyone in the program to do (almost 400 coaching students)... Was to TRASH their current email address! WHAAAT!!!! 😲😲😲 I know. Scary, right? Why did I ask them to do this? 2 Reasons... 1. Because it's a DISTRACTION to productivity. 2. Use the email inbox to create a revenue-generating SWIPE file Listen in to find out more! Transcript - https://marketingsecrets.com/blog/335-email-swipe-file-and-a-big-secret Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and CrossLinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I'm in my car heading downtown to the penthouse to record videos with Jay Shetty's company, and we're doing some cool stuff. And I'll tell you more about that when we

come back from the intro. 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. Hope you guys are doing awesome. Like I said, I'm heading downtown Boise right now and we hired Jay Shetty's company to make some really cool videos for us. If you haven't seen Jay Shetty, obviously he's got a huge following, tons of

viral videos. What's cool is the way they do their videos is very interesting, a different way than I've ever done it before. They figure out a story from your life. It has a moral, like here's the moral of the story. They script out the story and then they film you talking to camera. We've done a ton of things like that, but then what they do is they hire actors to act out the actual story. Then they weave it together between your voiceover, you talking to the camera and then actors acting out as part of your life. And so, um, anyway, I'm doing it with them. We hired to do, I think,

eight videos for us. And so yesterday I was downtown filming the first, I think we filmed five of the stories yesterday or six. So I have three or four more today. And then they're going to go back to LA where they're from and they hire actors to act out my life. How crazy is that? I'm like so excited and so nervous to see my life acted out. Oh man, but it'll be fun. It'll be kind of fun to see what happens to these videos and, and, uh, and how it all goes. So any, that's what I'm doing today. And, um, uh, as I'm driving downtown, um, I saw come hang out with you guys today. Um, I miss podcasting. It's been a little bit since I've sat down and, um, I wanted to share with you guys something that I thought was kind of interesting today. Um, so, um, as a lot of you guys know, we launched the, the new updated two common club X coaching program, um, a couple, man, about a month and a

half ago, um, during the two common club live event. And, uh, we got about 250 new people that came in the program, um, which is awesome. So we're taking them all through and the existing members that never else in this new process. And it's, it's really, really fun. And the day number one, um, or week number one, I gave them all an assignment, uh, which was to retire your old email address. I'm like, you guys are getting too much crap. It was too much distraction. This is why most of you are not having, not having success is because you can't even control your email boxes. Like everyone, I want you to retire your email box. I had everyone retired. I showed them how to do it and the whole process. You don't miss out on any important emails. Uh, but then I said,

when you're setting up your new email address, I want you to do it in a very strategic way. And so what I showed him how to do is, um, how to create labels and folders for every single newsletter. And I was like, Hey, every ad you see, you need to go opt into the ad, every ad, like, like no longer you like, I'm annoyed by all the ads on Facebook. You realize the only purpose of Facebook is for you to click on ads. Like that's it. And so I'm like, go follow everything you're interested in, in your market. And then every ad you see every ad, not like everyone's not every idea. So you click on it, you go to it and then you opt in like you have to. And then I said, when they, when you, when you put your email address in, they're gonna start sending emails.

And then as soon as the first email comes in, you set up a filter and say, okay, every email like this, skip the inbox and go directly into this folder. And then what happens is you start building up all these folders, um, with, uh, with all the newsletters in your industry. And I said, this becomes your swipe file. And what a lot of people don't know is that like people always ask me, Russell, how are your emails so good? How do you get such high conversion rates and blah, blah, blah. It's

because every email I send out, I have like a dozen or so of my favorite emailers throughout time. And I open up my folders with all their emails in it. And I go through and I just look at all their subject lines. That's literally how I figured out. And they like, everyone's already thought of the best open lines. Like I don't recreate it. I scroll back through 10 years of emails and like, Oh, that one caught my attention. Oh, that one got my attention. And I use those. And, um, that's been my big secret. Who is I just, I funnel hack people. What, what Russell, you practice what you preach. Yes, I do. Anyway. So as I was going through the exercise, I was, I was like realizing that I haven't retired my retired my email address in a while. And I try to retire it every year to two years or so,

because it just gets so overwhelming that I can't handle it. So I set up a new email address like two or three days ago to do what I've been telling everyone to do. And I started over, I started building my folders and stuff. And, um, I started reopting and everyone's lessons getting, you know, getting all the forwarding in place. And it's been fun watching. And every day you log in, it's like, Oh, you know, I got three more emails today. I got five emails. It's just like, it's fun to watch in real time as your, as your email swipe file is getting built up. And, um, uh, but what's interesting is, uh, I started being frustrated because like I have a decade worth of emails that, um, that I couldn't, you know, that I couldn't, um, see anymore. Cause I'm just getting the new ones in my thing. And I was like, ah, so I was trying to go to my old email and like forward all the emails from the past.

And I couldn't figure out how to do it it and there's no easy way to do it. I was kind of frustrated. Eventually, after 15 minutes of trying, I found some software, I don't even remember what it's called, some Google plugin that'll allow you to forward emails from one inbox to another. I started freaking out

because I think it was $150 for the software. I bought it and I did a test. I went and I said, okay, I want it for my old email address, which I have an email address that I've had for I I like went and I said, okay, I want to, for my old email address, which I have an email address that I've had for like, I think like 15 years. I said, okay, I want to forward every single email from Frank Kern into my new inbox and then filtered all, you know, skip my inbox, but put it all into this new Frank Kern folder.

So I set it up, clicked a button and took like an hour or so. And it forwarded every email that Frank Kern has ever sent in the last 15 years into my, into this folder. And I was like, Oh my gosh, they're all there. And I put them in somebody else. And so I was actually looking at all my favorite emailers. I did that to all their, all their lists. And suddenly my new inbox is just, or my new email address, these folders are full. And I was looking this morning and like one of them's got a 2,500 emails in it. One's got like 1,700 emails. One's got 1,500. Like it's just kind of fun.

So I had this huge swipe file building, being built up in my new email address. That way I'm checking my email. I have access to all the greatest newsletters. And the other thing that was fun is I started doing this. I started realizing like I've had tons of old email addresses throughout time. And so I started logging into all my old email accounts and started setting up these forwarders. And anyway, I'm such a nerd. I'm going to have the greatest email spot file of all time.

But emails from the last almost 20 years now are all being forwarded into this one box from all my old email addresses. And it's just, it's really cool. So I'm telling you this for a couple reasons. Number one, you guys should all do this. Even if you don't want to retire your email address, you should start setting up the folders in your Gmail and then start setting up filters for every email that comes in and filter them into these different newsletters. That way you say, hey, here's every email Russell's ever sent. Here's every email that so-and-so's ever sent.

You can start seeing those and it gives you ideas for swipe files, headlines, subject ideas, like just tons of stuff. So that's number one. Number two, and this is a big aha I had, um, I started to try it. Like I was moving all these people over and, um, it's funny. Cause like there's people that are like who, who, uh, who I've known who they are the longest, like for a decade or more, right. The most prolific people. And, um, and as I was looking at it, like some of these email boxes had like, you know, 1500, 2000 emails in there. And at first I was like, oh, that's awesome. And I was like, there's got to be more, there's got to be more.

And then I started thinking, 1,500 emails. If they sent one email a day, 365 days, that would take almost an email a day for like a decade to get 2,000 emails. And I was like, oh my gosh, like the people who I still know today, the people who are still relevant today, people who still have companies today, were sending on average, I would say three to seven emails a week. And I still look at these other people who I knew were good emailers back in the day, but I haven't heard from them.

They're no longer relevant. I don't know what's happened to them. I was looking at them as I import them over. I might have 100 messages over the last decade. And I'm like, oh, they were sending maybe an email a week or maybe one or two a month. And it's interesting because they're no longer relevant. They're no longer around most of them.

Even some of these ones who are amazing emailers. And so my big like epiphany again was like, I know there's always this conversation of like how much email is too much? Like you send one a day, you send one a week, one a month, you sell them two a day. And there's all these different things. And I think that the reality is the people who are the most, who we all know, the people who have been around for the longest, they send a lot of emails. I would say on average about one a day or more. And so I'm telling you that because I want to give you guys permission. If you want to be relevant, if you want to be around a long time, you probably need to send more emails to your list. Um, I would say a minimum of one a day.

I know it sounds like, Oh, people are gonna freak out. So what do you know? They like, that's okay. If they freak out, they're going to leave. That's not a bad thing. Um, but if they're, if you're not top of mind, not top of inbox right there, you're getting drowned out by all the other noise. Um, I have one friend who he's emailed nine times a day, which is ridiculous, but he's in the, how to pick up chicks market. He's like, look, all I know is that someday their heart's going to be broken pick up chicks market he's like look all i know is that someday their heart's going to be broken i gotta make sure the second their heart's broken i'm the first email in their inbox so it's like so i send out a lot and when they're when they're

dating and they're in a good relationship they might read my stuff because it's entertaining they're not going to buy my stuff but the second their heart's broken i need to be the first email so that's why you send out so many emails you know it's just um anyway interesting mindset i don't agree with the nine emails a day i have two friends who specifically focus on two emails a day and they swear by it it's like it's it's how they built their companies and and you know they wouldn't do any other way and so anyway just just to kind of think through about like i said doing this little exercise and pulling all these emails in i'm realizing the people that are most prolific people have been around for a

decade or longer are all sending out a lot of emails, which is why their email subject lines are so good. They test it every day. They have a chance to come up to bat and try again and try again and try again. It's because of that, their emails are getting better and better and better and better. And so I think it's a skill set that all of us need to refocus on and get better at. So there you go. A couple of big takeaways from today. The email swipe file, send more emails and um there's

probably something else cool in there i can't remember anyway i hope uh hope that helps appreciate you guys all thanks so much for listening and i'll talk to you guys again soon on the next episode of the marketing secrets podcast hey everybody this is russell again and really quick i wanted to invite you to join um arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the one funnel way 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

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