Marketing Secrets with Russell Brunson - How You Learned Or Earned...

Episode Date: December 23, 2019

The secret I found during my book rewrites to make sure people grasp the gold you're about to give them. On this episode Russell talks about finishing up the rewrite for his Expert Secrets book, and what kind of changes he has been making to it, and the Dotcom Secrets book. Here are some of the amazing things to look forward to in today's episode: Why Russell decided to rewrite his previous two books in time for the launch of the upcoming Traffic Secrets book. Why the new versions of the book are different, and what the difference is. And how you can use your story about learning or earning to make people buy in to what you are trying to sell. So listen here to find out what it means to learn or earn it, and how you can use it in your own business. Transcript - https://marketingsecrets.com/blog/269-how-you-learned-or-earned Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, hey, good morning everybody. This is Russell Brunson and welcome back to the Marketing Secrets Podcast. Today I'm going to give you an update about the rewrite of all of the Secrets books, what's happening and one of the big things that I learned this time writing the books. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the 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 hope you are all doing amazing. First off, I am heading in. It is the Wednesday before Christmas. And tonight is my due date. I have to turn in the rewrite of the Expert Seekers book today. So some context for those who haven't been paying attention or whatever is basically

I wrote the traffic seekers book this year and someone live and we got a new publisher and they said I could, uh, anyway, I basically bought the rights back to the first two books, moving new publisher. And then we thought we always do these all hard bound cause that'd be really cool. And I was like, we should do a box set. That'd be even cooler. I kept freaking out. And then I'm like, well, if we're going to make a whole box set and you're, you know, new publisher, you guys, KFI, add some stuff to the books. Like, sure, go for it. And then, um, insane, perfectious Russell came in and, um, I took the.com seekers book, which started 58,000 words. I deleted 30,000 of those

words. And then I wrote an extra, I don't know, it ended up being over 94,000 words. And then I've done the next same thing with the extra seekers book. It was 60,000 words. I deleted 70 full pages, like Microsoft Word style pages. Now I'm back to 84,000 words. I have to have it finished by tonight. It's been, yeah. Most people write a book once in their life. I've written three basically in the last six months, which is stupid. I don't be like, oh, Russell, that's so awesome.

No, no, it was really, really dumb. That's not a good thing. That is a really bad thing. It has wrecked my, my emotions. It has wrecked my sleep. It's wrecked my adrenal glands, but it all ends tonight. Ah, so excited. So I'm gonna take a nap. It's going to be awesome. I'm really looking forward to it. Um, so some of you guys think like, well, Russell, what are you rewriting? The first two books are really good, right? A couple of things. Number one is throughout time, your processes, your frameworks, your things evolve, right? So there's that, like, like I wrote the.com stickers both and I spent the next three years teaching it to a million people.

When you're teaching over and over and over and over and over again, all around the world, you get different insights like, oh, this makes more sense. So this is a better way to do it. So it's like updating all of those things. Um, secondly, it's just the things evolve, right? The market evolves, things you learn along the way. So, you know, adding those things in. But the biggest thing I've found is that I've changed how I, not how I've changed, but I've,

my ability to tell stories has gone up, right? After Expert Secrets, we talked about story and then I went and, you know, for the next two years since that book came out, I've been telling stories with a lot more intention, right? Cause I, in the book, I talked about the hero's two journeys and I mapped out the processes and I became better at that. So I became better telling stories and, and, uh, and I tell more stories now because of that. And in the process, I've learned how to tell better stories. And I also, it's funny, so I went back and, um, just for example, with, uh, with, um, with expert seekers, I was reading the chapter about the stack, right? Those who read the book, you know, the stack. And I read in, in, in the intro paragraph, uh, I was

like, this is a technique called the stack. I learned from this guy named Armin Morin, who I saw one time at an event closed with a thousand people closed half the room. It was really cool. This is what he taught me. Like it was like two sentences and it was like boring story. Right? So like, for example, I came back, I said, I need to make this engaging and entertaining and exciting so that when I deliver you this gem, you know how valuable it is, right? I think a lot of times, and I've been going back to these last two books, I'm realizing this is my mistake because I was like, here's some gold. You're like, oh, thanks.

And you missed the point of it, right? And so I took that little two sentence introduction about how Armin taught me the stack and it turned it into three pages in, I guess, Google docs, three Google doc pages, probably be five pages in an actual book and told that story the way it should be told going through the back, you know, the backstory, the journey, the epiphany, um, the framework, the, the, the, uh, the achievement, like the whole thing. I told the whole story in this depth and detail and excitement. And then you're like, Oh my gosh, this is amazing. And then when I'm like, here's the gold, um, your mind is more open to it. You're more prepared because you believe that thing is, is true. And so one of my big ahas that I've been having is I've been doing this

process over the last six months and, and, uh, especially, you know, now then down to the, to the wire is just, um, reaffirming the importance of story. So often we just tell somebody the, the gold nugget. It's almost like casting your pearls before swine. Like they don't, they don't believe it. They don't have faith in it. They don't, whatever, whatever that thing is. Right. Um, and so look at it, like, all right, thanks. And you're like, no, you don't understand like this. This is so important for you to understand, but they miss it. And so we come back and we start with the story, the story about how we either learn the thing or we earn the thing.

When you tell that story, it creates value in the thing you're about to share. It shows like, oh my gosh, I just went through a lot to understand this. I need to listen with different ears. When they listen with different ears, they're more likely to accept it and to hear it and to take action on it. And that's why those stories are so important. So when you read the new version of the book, you'll notice there's a lot more story throughout every single chapter. I lead every chapter with a story about how I learned or how I earned the topic and the

idea. And then, uh, and then I give you the thing. And so, um, I think that's my big takeaway for you guys today is, um, next time you're going to teach somebody something before you just stop and say, how did I either learn this thing or how did I earn it right through trial and error? I learned it or I earned it. How did I do that? And then stop and then tell people that story

before you tell them the gold nugget. And if you do that, when you deliver the goods, they will be much more impressed. They'll be more prepared for it. They'll be ready for it. They'll be more likely to actually implement it. I wrote a section in the book yesterday which is about the difference between strategy and

tactics, right? And like I'm doing a webinar on teaching the strategy of how to do something, but I never go into the tactics. And people are like, well, why don't you teach the tactics? And so the reason why is because if I can't get you to believe that the strategy is true, you know, the tactics don't matter, right? Like if I'm going to go to war with you, I'm like, all right, this is what we're going to do.

And I walk through the tactical, you're going to march through the grass over here and you're going to go shoot the guy over here. And then you're like, wait, right? Like if I'm going to go to war with you, I'm like, all right, this is what we're going to do. And I walked through the tactical, you're going to march through the grass over here and you're going to go shoot the guy over here. And then you're like, wait, what? Like they're not, if they, if they don't believe the overarching strategy, not bought in on the strategy, they're never going to do the tactics. Right. And so for, um, uh, so if I'm, if I'm an army general, I come to you like, Hey, this is the strategy we're trying to do. We're going to try to flank them on this side. We're gonna do this. We're gonna do this. And then everyone's going to attack from this side. And that's, what's going to happen. You're like, oh, that's amazing. Like, I see the strategy behind it.

Now I can give you all the tactics and you will bust your butt to go do the tactics and to execute them perfectly because you understand the strategy, right? The same thing true, like in a webinar, like when I'm on stage selling, I'm not trying to teach you the tactics. I'm trying to get you to believe in the strategy. If you believe in the strategy, then when I give you the tactics, you will go crazy for it and you will, you know, you will, you will move mountains if it needs to be because you understand the strategy and so when i'm selling i'm teaching strategy and you need to believe the strategy

here's the strategy of the perfect webinar here's the strategy of funnel hacking here's the strategy of how to get traffic and you're like oh my gosh i get it and if i can get you to believe that we fault we knock down any false beliefs around the strategy then i can hand you the the tactics and you'll and you'll be able to run with them. So anyway, I'm not sure if that makes sense out of context. You read the book, you're like, Oh my gosh, Russell is amazing. Um, but those are the things I've been geeking out on or thinking about a lot recently. So what's the story about how you learned and how you earned it. And when you share again, and that's the same thing when I'm coming, like, like the way I get people to get belief in the strategies, I tell them like, Hey, here's, here's the framework, here's the strategy, what we're going to do. And I sell you on that,

you know, and I get you to believe by telling you the story, how I learned it, how I earned it, how I figured it out. And then people are like, oh my gosh, this is amazing. Put a lot of time and effort and thought into this. I would have had to go through all these things to understand the strategy. He's just going to give it to me. I'm bought in, I'm going to do that strategy. Boom. Now they're bought in on the strategy. Now I can deliver the tactics. Now I can give them the gold nuggets. Now I can do all those kinds of things, but it's all about getting them to believe the framework you can deliver them first. And that comes back to telling the story about how you learned or how you earned it. So anyway, it's so much fun. I love this game.

Anyway, I can't wait for you guys to get new books. They all go live May 5th. We have a secret surprise coming along with it, but I can't even tell you about. If you think the books are cool, the super surprise gift is even cooler. But I gotta wait before I can share it with you. So that's all I got, guys. Appreciate you all. I'm in the office. Today is my last day. Wish me luck. By the time you hear this, I will have been done writing, but I still need

the wishes because there's still a lot of work to do. So wish me luck and I will talk to you guys soon. Bye, everybody. Hey, this is Russell again. And really quick, I want to thank you so much for listening to the Marketing Secrets Podcast. I hope you enjoyed this episode. And if you did, can you imagine what it would be like to experience this for four days

with 5,000 other insane funnel hackers, people who are just like you, who think like you, who believe like you, who have vision like you. If you would like to do that, then you need to be at this year's Funnel Hacking Live. It's coming up very, very soon. If you don't have your tickets yet, you can go to funnelhackinglive.com and it gives you the ability to leave your home, leave where you're trying to create and dream and come to a place with a whole bunch of people who think like you,

who believe like you, who see visions like you of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event. It's both of those things wrapped into one, and it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don't have them yet, go to FunnelHackingLive.com. Get your tickets. We have sold out five years in a row.

We will sell it this year as well. And after you get your tickets, you will be there with 5,000 other insane, crazy, fun funnel hackers talking about how to grow their business, sharing all the best marketing secrets, things that are working today. You gotta go get your tickets now at funnelhackinglive.com.

Thanks so much, and I'll see you in Nashville.