Marketing Secrets with Russell Brunson - Fitting The Content Into Your Context

Episode Date: September 13, 2018

A really cool principle that I'm revisiting as I'm going into a consulting swap day. On this episode Russell talks about why he can't relate to people with information overload. Here are some of the amazing things you will hear in today's episode: How Brandon Poulin helped Russell see what he's been doing all along, by saying something profound. How Russell is able to separate context and content to only use things that apply at that moment, and shelve everything else. And why it's important to know what context you need in your content in order to avoid information overload. So listen here to find out what strategy Russell uses to be able to retain all information, but only use the stuff within the correct context of what he's doing. Transcript - https://marketingsecrets.com/blog/fitting-the-content-into-your-context Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everyone, this is Russell Brunson and I want to welcome you guys to a very special episode of Marketing Secrets Podcast. 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. Hey everyone, I'm actually laying in bed right now. I'm about to go to bed and I've had an amazing last two days. We've got our entire development team out here, which is really special. We've never had all of them here before. And there's probably 35, 40 people here. It's just been fun having them in the office. I had a chance to speak to them and talk about the vision of ClickFunnels and kind of behind the scenes of what happened when we first launched it

and the ups and the downs and all the craziness that kind of ensued during that part of the process. And it's been kind of fun. And then Todd, who's my co-founder of ClickFunnels and partner, he's actually going to stay in my house, which you normally say is a hotel. But we were like back in the day when we first were getting started, he'd always fly out here to Boise and stay at our house. And so we thought it'd be fun for him to stay here.

So it's been fun every night staying up late talking with him about the whole process and all the craziness and reflecting on the last four years. ClickFunnels has its four-year birthday today. And it's insane to see what has happened since it went live from zero to 66,000 active members and all the craziness in between. Anyway, it's been cool. And we've got a couple more fun days with everybody here. And then tomorrow actually Brandon and Kaylin from lady boss are flying in and, uh, we're doing something really fun, which is something I think all of you guys should be doing with other people inside of our community that you find

that are smart as well. So we're basically swapping consulting days. Um, so they're doing a lot of really cool things in their business, um, operationally, um, for traffic side and a couple other things that I'm curious about. And, um, we're doing a lot of cool stuff that they're curious about. So I said, uh, how about we swap consulting days? Like let's do a day and I'll just consult you. And then you do a day and you'll consult me and we'll just, you know, not charge our normal fees and we'll just have some fun. And, um, he's up for it. I was up for it. And so that's what's happening. So Thursday, Friday is going to be fun. is gonna be fun so thursday um basically um uh they're gonna be consulting me and my team um a lot into like operational stuff as well as um the traffic

process and just things they're doing and then they'll flip the tables on friday um i'll be consulting them and uh some guys on my team will be consulting some people on their team. And it's just going to be really fun. So as we were planning this today, like trying to figure out what are we going to talk about? What are the goals that we want to accomplish while you're here? Brandon said something that was super profound that I want to share with you guys. Because I think a lot of people struggle because of information overload, right? Like we're all getting a lot of information all the time. It's always coming at us.

And a lot of times I think we think that the key is more information. But a lot of times the problem is information is what will strangle you and it will drown you. Too much information keeps you from actually like getting the thing you really desire. And so that's more so the problem than not enough information typically and so um uh what i told brand is basically i was like this what i've been geeking out on for the last like three or four months like this this topic and here's who i've been studying from and everything and i was like so i understand the content like i don't need to be retrained on any of that

um but i was like but i need to figure out how to like how to plug it into what we're doing and and he voxed me back he said something cool he said yeah he's like he's like uh we you know went through the same processes and learned the content but he's like but then you have to figure out how to plug the content into your context like you have your own company of the context of what you're doing what you're trying to accomplish where you're going what your goals are what your motivations what your team looks like you have like there's this whole like foundational framework this context of what you've created and so when you look in the content it's not so much like i need to take all this content and like understand it and memorize and absorb it all which is like what they teach us in school right

which i think is the reason why a lot of entrepreneurs and uh people struggle in school because we can't remember it all because we're looking for like the like what's the stuff that fits in the context of what i'm looking for like what i desire right um like my goal is to this you know blah blah blah and we struggle with school because all this information is coming at us right how does this fit in the context of what i'm trying to accomplish i'm trying to you know whatever your thing is um it doesn't fit the context of what you're trying to accomplish and um and that's why a lot of us struggle there whereas you get us outside the school system we have a context like i'm trying to grow a company or i'm trying to become an athlete or i'm trying to make money or whatever your thing is.

And then when the information comes to you and you're like, oh, this is how it fits into the context of what I'm doing, then like learning becomes fun, right? That's when I became obsessed with learning and spent literally over half a million dollars in two and a half years on courses and training products and programs and seminars and masterminds and everything. Because I was like, I have this context. I'm sucking out the best content from everybody and finding the pieces that fit what I'm trying to do I got really good at like absorbing this information and like looking at stuff like oh that's amazing but I I'm not ready for that so I like put on a shelf like plug it over here plug it over here plug it over here and like the pieces the goal that I needed I could grab it and put it into the context of what I was doing. And it would drive it farther, faster.

And I think what's interesting, I think the reason why I've become a good coach over the last 10 years or so is because I've done that so much. I've absorbed information and I put all these things on my mental shelf. Like, okay, that was amazing. I'm not ready for it. And I'll put it somewhere. Like, that's amazing. It doesn't fit my business. That's amazing.

And I'll kind of shelve them in different places and it's cool when I start coaching people I'll be like if anyone's ever coached with me one-on-one you've seen like I'll be in the process of coaching someone else I'm like oh my gosh okay eight years ago I read this course it was by this guy um it was like this section of the book this was the topic like I don't remember all the details but I do remember like the answer for you looking for is right there. And people are like, how do you do that? I'm like, I don't know. It was just, it's there because I read it. I learned it. I just stored it away because it didn't fit my context, but I had it like in my reserves to be able to find again. Right. Um, anyway, I digress. That wasn't the point of the, of this podcast. The point

is for you, as you are learning, you have to first build out your context, your framework. What is it you're trying to actually accomplish, right? Because you don't have that. All the content just becomes information overload. There was somebody recently, not recently, a couple of years ago, that was in one of my hiring coaching programs. I'm not going to mention their name or business or anything. It doesn't matter. But what they struggled with is they would learn this stuff and then everything coming out and they were trying to like there's so much stuff coming and they didn't they didn't have the ability to filter it into the context what they're trying to achieve right so i'd be talking about oh yeah you can

do tripwire funnel or product launch funnel or i'd be talking about like here's 10 different options of cool stuff you could do and then they go home and they're trying to do all 10 funnels at once because i said and like no like those those are potential options but it's not what's best for you like what's best for me like i don't know like i don't know your business like what's the context of your business like you look at through that lens and you realize like here's the context i'm trying to accomplish then you can take information and be like cool this is for me this isn't yet for me i'm gonna put this on the show that piece so like immediately I can apply immediately. I can do that. Right. I'm going to go to mastermind groups or seminars. I'll sit there for three, four, five, six days,

taking notes and all this stuff that like is awesome. But then what I'm looking for is like, okay, what's the pieces that like tonight I can plug into my machine I'm building or the thing that I have. And, and, um and um yeah that's the key so for you guys like only understand like your um your real goal your real um job in this in this process of learning and being coached is to be able to filter out the content and be able to figure out how to plug things into the context what you're creating and it's a harder thing at first because a lot of times you don't know and especially at the beginning you're so excited there's so many ideas and concepts like ah it's so so fun right but if you chase them all nothing will ever get done so anyway um hopefully that helps me guys so those who feel information

overload like it's funny sometimes someone tells me the information overload i'm so confused i don't i don't have empathy towards i can't relate to that it doesn't make any sense to me like i have information overload so much stuff i'm like what it's not that much stuff like there's a lot but you have to do it all like it's just don't think of this as school where you have to like re-memorize and regurgitate everything you don't all you have to do is like sift through it sift and sort and be like, boom, that's gold today. I'm going tonight, doing that in a hotel room before I come back tomorrow because it's done. This one's gold for next week.

This one's gold for next month. And these ones, I'm putting them on the shelf. And when I'm ready for that, they will reappear. And that's how I look at things. So anyway, for those of you guys who are struggling information overload think about that um your job is to take the content and then to be able to transition it into the euro or specific context and if you don't have context yet that's the thing you'll be figuring out that's the good thing to hire a coach for hiring a mentor joining our coaching programs or hire a consultant or something to give you the context of like okay this is the framework what

you need to do because you do the framework done then it's just fun it's just like you're trying to implement and improve and add things and tweak things and make it better and more exciting all the time you know um but without the framework without the context there of something you're you're running towards it gets really hard that's why school sucked for me is i had no i had nothing i was i was in school so i could wrestle i'm learning all the stuff that didn't help me wrestle but i had to learn it to be able to wrestle and so i was like ah like it's so confusing for me as long as i got a c i could wrestle so i was like i just have to understand enough of this to get a c and that was my that was my context which is a horrible way to

go through school whereas if i was like hey i to reteach this or relearn or whatever those things are. If you have the thing you're like, for example, a good example is the Book of Mormon podcast. Let me just know I launched a podcast about the Book of Mormon. In fact, if you want to see it, go to bookofmormonchallenge.com, right? And so the whole thing is like I'm using this as a – like I've tried to read scriptures and stuff my whole life, which they're typically harder to read books, right? And when I read them just to read them, it's like, oh. And even if I have this framework, I'm trying to plug things into this context or how this fits my life, like you can find those things. You're like, cool, I need to do this to make my life better.

I need to plug things in. But for me, it was like the reason why I started the podcast was I was like, if, if I know that this podcast is me digging through this section of, of, you know, these verses, these chapters, and I got to like find the gold and then, and then find the story that gets people excited by it. Now I have this context, this framework where it's like, cool. Now I'm reading this chapter, but now I'm going to read all the commentary and all these things to find out like, what's the most exciting thing I can bring to the table for this verse, this section, this whatever, and how to tell that story in a way that fires people up, right? And now, like, it makes reading scriptures, like, alive to me again, and it's

exciting, and it's fun. And so for me, it's, like, one of the things I had to do for that, you know? And so, yeah, I think, anyway, I hope that makes sense. So that is the goal. That's what I want to share with you guys tonight. That's what I'm going to be doing with Brandon and Kaylin the last two days of this week, which I'm pumped for. So if you don't know the context yet and you're not sure, go find someone. Swap consulting days. Have a day with them helping you figure out your context. You spend a day helping them figure out their context. Build out a framework of what you're trying to accomplish, right?

And then go in there and start consuming the content and then plugging those pieces into your framework. That's the magic. All right, I'm gonna bounce. I'm gonna go to bed. It's 1130 at night. And I appreciate you guys listening. I hope you enjoyed this and you got some good ideas. And we'll talk to you soon.

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