Marketing Secrets with Russell Brunson - Identity Shift - Part 1 of 2

Episode Date: July 29, 2020

Russell talking about a recent identity shift and how it's changing his own personal life, and how mastering this concept can help you as well. On this episode Russell talks about identity shifts and how you can use them to become something or someone that you want to be. Here are some of the gems from this episode: Find out how James P. Friel became a drummer and a cyclist by having an identity shift. Find out why wrestling caused so many problems with Russell's weight fluctuations and how he's trying to change that. And see how you can use identity shift to help your customers become a member of your community. So listen here to find out how you can use an identity shift to become what you want to be. Transcript - https://marketingsecrets.com/blog/331-identity-shift-part-1-of-2 Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links 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. Hey, what's up everybody? Welcome back to the Marketing Secrets Podcast. Today I am streaming to you from Bear Lake, which is my family's vacation we've been doing every year now for 15 years. And I got a message for you today about identity shifts. We've talked about them a lot in the past, but I want to tell you the

practical application and how it's working in my life right now. 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 if you've been hanging out in my world for a little while, you've probably heard us talk a little bit one time or another about identity shifts.

In fact, two years ago at Funnel Hacking Live, live mr james p frill got on stage and he shared a really cool story about um about identity shifts and um uh i'm hoping that funnel hacking live that we're able to go this year and the covid doesn't hit because i've got some really fun things planned specifically around identity shifts um i'm hoping we get to do sooner or later um because it's gonna be really cool um but those who watch the two comic club live event, um, actually, uh, streamed part of James presentation talking about identity shifts. And, um, and then in also in the new expert secrets book, I talked about the importance of us creating identity shifts for, um, for our followers, for our fans, for the people who are buying our products and our services. And so, um, it's a big

topic and, um, it's important and it's, it's, um, something fun to kind of think about and talk about. Um, but if you had a chance to hear James talk about it, he told a story about, um, how he wanted to become a drummer and how bad he was in music and everything. And, but when he decided, he's like, I'm gonna become a drummer. He didn't say, I'm gonna become a drummer and then go and, um, you know, practice drums and do little things. He's like, if I'm going to do this, I need to have a complete identity shift. So he said, well, if I'm gonna become a drummer, what do drummers do? He said, well, drummers, you know, they have their own drum kits. So he buys on drums and drummers, they practice and drummers. They, you know, anything like he looked at like, what's the identity of a drummer? He's like,

I need to take on these, these roles of, of a drummer. If I'm going to become a drummer, uh, because for somebody who's going to learn how to play drums, it's really difficult. It's a, it's an uphill battle, right? It's like somebody who wants to learn how to do internet marketing. It's, it's a hard battle, but those who say, look, I want to become a funnel hacker. I want to do that, do a funnel hackers do like, what are they like? I want to model them as close as possible because if I do that, I can become who they are. And that's really when the keys with identity and identity shifts, you know? And so it's been interesting because, um, those who don't know, like I, here's my confession for those who don't know.

And it's funny. Um, I, I, I get people who comment on this a lot from the outside in because, uh, they see different ads and me going live and Facebook here and there and stuff. And, and if you haven't noticed, like my weight fluctuates a lot. Um, you know, I've, I've struggled with my weight my entire life. Um, mostly because like when I, when I started wrestling, um, you know, I was losing on average, my sophomore year, I was losing 30 pounds a week. I'd come in and jump on the scale at 160 and by Thursday I'd weigh 130. I would do that week in and week out. Um, you know, and basically for the majority of my life

through wrestling, that's what I did. I'd come in every Monday, jump on the scale. So I weighed and I have to lose anywhere from 10 to 15, up to 30 pounds by that Thursday for matches for weigh-ins. And so doing that for, you know, 12 plus years of your life, uh, it conditions you to have all sorts of weird food issues and problems and things. And so, um, you know, because of that, I'm very aware of it now. And so like, I've been doing a lot of things in my life to try to help overcome that. And like, you know, like it's, it's funny cause I am probably the healthiest human on this planet from Monday till Friday. Like I will eat flawlessly.

I hit my macros. I will eat nutritiously. I like everything's perfect. But then just like, you know, wrestling Thursday night, you weigh in, you wrestle your match and then you would just gorge on everything you could until Monday because it's like, look, I didn't get to eat this week. So I'm gonna eat whatever I want. And you'd eat anything, everything you get your hands on. Monday you'd come in, you'd be 30 pounds

of weight again, and you'd start the process over. And like, that's literally been my struggle. The next 20 years of my life since wrestling is like Monday through Friday, I'm flawless. I hit all my eating goals with 100% precision, just like I did in wrestling where I wouldn't eat or drink, and I'd cut 30 pounds in a week. I'm I'm flawless Monday through Friday and Friday night. It's like, well, weigh-ins are done. Let's go out to eat. And then the party begins. And then Monday I come back in, jump on scale. You know, I gained 15, 15 pounds for the weekend. I started the process over. And so that's like, literally it's been in my life for the last 20 years. Um, so it's funny because people like, man, you look like you lost weight. Or else I'm like, well, it's because this

Friday I have lost weight. I've lost 10 pounds since Monday. You know, like I go through the cycle and it's just, it's, it's funny. And I always get people who notice in a comment on my, on my pictures and my photos and I see them in life. I go, okay, you lost weight. I'm like, yeah, it's because I'm at the end of the week, you know, whereas Monday they never say that. And, uh, anyway, I know that I'm probably gonna get 500 messages from all my fitness buddies and gurus and pals. And so, um, first off I understand I, anyway, don't try to fix me right now. I promise I have been doing a lot of work on this and I understand it. I've been getting a lot better. Um, but one of the big things I've struggled with, um, as I've been getting better, like my eating has gotten really, really good. My strength training has

gotten really good, but the cardio side I really struggle with. Um, I love wrestling. So like I've tried to weave more wrestling in fact, I wrestled for, uh, four days over the last week and a half, which is, which was awesome. And so adding more cardio in, but it's just still, it's hard to get the amount of cardio in you need to be able to be successful with weight loss and getting to what my goals are and things like that, you know? And so, um, I was trying to figure out like, what can I do? And I tried running every time I tried running. Like I just, I don't like it by the time I start running.

I just get angry. My feet hurt. My back hurts. By the time I'm done, I'm just like upset. And then I just don't do it again for the next, you know, three months, six months, whatever, as long as I can put it out before I'm like, ah, okay, I gotta run again. I just struggle. So, um, recently we were out, um, we were out, uh, at Lake Powell with, uh, with some family

friends and they're all bikers. I actually have learned since then they're, they're, they call themselves cyclists, not bikers, even though anyway. Um, but they talked a lot about biking and they go by, you know, they, they're obsessed with it. And so, and, uh, as I talk more of them, it's like, you know, the benefits of biking versus running is it doesn't hurt, you know, it's better on your body. You can enjoy it longer and it's all the things right i was kind of against

it and i'm like god i kept fighting it fighting it but then i kept looking like i need a supplement between wrestling practices and other things like what's something i could do that'll be fun and then about the same time mr james p frill told me that he got into biking he got a bike he started you know doing all the biking things i started thinking about when he said you know i'm gonna become a drummer and he's, you know, doing all the biking things. And I started thinking about when he said, you know, I'm going to become a drummer. And he's like, he went and bought the drum kits and the things and all this stuff. And he made that identity shift.

He started doing the same thing with biking. And he bought himself a bike and, you know, got himself a helmet and the fancy shorts, all the things. And he's like, I watched him as he started creating this identity shift away from, you know, away from what it was. Like, I'm going to take on this identity

of I'm going to become someone who is a cyclist or a biker or whatever. I'm going to become, take on this identity. I started watching him. It was funny. Cause I saw him do this for a couple of weeks. And next time I saw him, he lost a bunch of weight and he looked happy. And he's like, I'm going out, I'm going biking today. And he's doing all these things. And I was like, oh my gosh. Okay. If I want to really be successful with this thing, I can't just keep dabbling. I can't go running every once in a while. I can't go do, you know, exercise here and there. It's like, I have to take on the identity of something. And if I don't want the identity of a runner, like what's the identity I want? So I consciously decided I'm going to take on the identity of a biker. Um, and again,

I started posting, it's like, I'm a biker. And all the bikers, like, you're not a biker. Bikers are people who drive Harleys. You're a cyclist. I'm like, ah, I hate cyclists. It doesn't sound as cool. But anyway, so I kind of flip flop back and forth. But anyways, I'm going to take on this identity. I'm like, hey, well, what do bikers do? They're like, well, they have their own bikes. And they take their bikes on vacation.

And they bike here and there. And then they wear the padded shorts. And they do the things. And so they wear helmets, which I was super against for a long time. But you know what? Cyclists, bikers, they wear helmets. So I'm like, I got a helmet. And it was crazy since I made this identity shift. Um, I've gone biking, um, almost every day.

Um, in fact, we brought our bikes on vacation, went camping and went biking every single day on vacation. I was like, all right, well, I'm a biker. So I go, I go bike. And so I threw my helmet, threw my things. I took off and, um, I've been using Strava to track, which is kind of fun because you can see, you know, what you do and how far you go and what actually happens. And I've been doing that. And then, um, I shifted over to, you know, we're on our second leg of our vacation, which is here in Bear Lake. And every morning so far, I've jumped on a bike and gone on these like hour long bike

rides. And by the time I'm done, I'm sweating, I'm losing calories, I'm burning and like feeling good. And, um, and I'm actually enjoying it. I'm liking it. But it all started with the identity shift, right? Me not saying, I'm going to go, I'm going to go try riding a bike. I'm going to go try running.

I'm going to go try it like I normally would do, right? It's me saying, okay, I am a biker. I am a cyclist. This is something I do now. And I've started looking at, okay, the people who are successful at what do they do? I need a model. I need to look close at it and figure it out. Okay, this is what people who are successful. This is what they do. This is what

they buy. This is what they do, what they believe. This is how they do it. And then I need to do it as well. I need to model as close as I can. Right? Tony Robbins, you guys heard me say this before, but he said, if you want to be successful in life, you need to model those who are already successful. So if you want to be successful, you need to find someone who's successful. Look what they're doing, right? Look at the identity they have, and then you need to take on that identity, right? It's, it's modeling to the, right? Look at the identity they have, and then you need to take on that identity, right? It's modeling to the next level. It's the identity shift saying, look, this is what this type of person does. I'm going to model them, but I need to believe like they do and do like they do and model what they do as close as I can.

I need to shift my identity to where I am, that type of a person. And then it becomes easy to adopt those traits and those things, right? Right now, it's easy for me to wake up and be like, I'm going biking because that's what bikers do. And I'm a biker now or cyclist, whatever. Seriously, it's not nearly as cool as saying I'm a biker, but I get it for all my cyclist friends. I'm trying to become one of you. I'm going to shift that identity and become a cyclist, I guess.

Anyway, so I want to share it with you guys for a couple of reasons. Number one, in all aspects, this could be marketing for me. It's weight loss. It's me trying to get consistently happy with my fluctuation to break my identity of the weight cutting wrestler who cuts weight Monday through Friday and then binges Saturday and Sunday to becoming someone who's healthy all the time, to becoming someone who rides a bike, to becoming someone who wrestles, who lifts weights, who does these different things. It's me shifting my identity and I'm not perfect at it. I'm becoming better at it. Um, my goal is that someday, um, nobody will notice, like nobody will tell me like, Hey Russell, you look like you lost weight because they won't know.

I'll look the same all the time, which is what I want to do, which would be amazing. Um, anyway, so, um, anyway, the reason I'm telling you this, a couple of reasons. Number one, I want you to think about a part of your life, right? It could be health, could be fitness, could be finance, could be business, could be marketing, could be whatever, right? And I want you to figure out who is the person that you want to be, like who's already done it? Who's the successful person? Who are you modeling, right?

Finding that person and looking at what is the identity that person has, right? And if you want to be successful like them, you got to model them. But even more importantly, you got to take on the same identity that they took, right? Modeling is kind of like looking and repeating the motions. This is the next step. This is saying, okay, what do they believe? What do they do? How do they do it?

And then doing it at that deep of a level, right? And that's the first thing. And so find something in your life you want to change, okay? If you want to become a marketer and an internet nerd like me, then you become a funnel hacker. What do funnel hackers believe? What do they do? How hard do they work? When do they work?

What do they study? What do they read? What do they study? What do they read? What do they do? Where do they network? Where do they congregate? Where do they hang out? What do they believe? Those are the things you should be asking if you want to be successful in business. If you want to be successful in something else, go find the person, model them, understand them, and then shift your identity. Have an identity shift, a conscious one where you're saying, I'm shifting my identity to take on and adopt these beliefs. Therefore I can be successful like the people I'm trying to model. Okay. Next thing is the understanding that for each of you guys as business owners and people who are building your own tribes and own followings of people, if you want your people to be successful,

it's more than just giving them the step-by-step process of how to follow you, how to do something. Okay. That's the equivalent of me saying, I'm going to go try to run today. I'm going to write a bike today. I'm going to go do a thing. Right. You have to be able to create an identity shift inside of your customers. Right. You look at somebody like Kaylin Poland and Lady Boss and you look at their success. Okay. It's not just because they have a good course, not just because they have good supplements. They do. Okay. But it's because when women come into their community, the first thing they focus on is the identity shift. How do we get them to shift their identity?

How do we get them to believe and become this certain type of person? Okay. How do we get them to become lady bosses? Right? That's what they focus on. If you look at their marketing, look at their onboarding sequences, everything is about giving these women an identity ship. So much so they change the backdrops of their phones to have the lady boss manifesto.

Every morning they look at the thing, right? As a company inside the lady boss, you look every morning, they have a morning meeting and they share the lady boss manifesto. The entire company as a whole goes and shares those things together. Um, and, uh, it helps to, um, get the community, the tribe, the people, their customers, like, uh, their staff all on the same page. Okay. So for you, it's the same kind of thing. Like what's the idea? If someone's gonna be successful following your program or buying your products, like what's the identity identity that they need to take on? Okay. For me, they got to become a funnel hacker. For Caitlin, they become a lady boss. What do they need to do for you? Okay. And then strategically,

I start thinking through that. How do I give these people an identity shift? How do I get them to think and believe and do the things they need to do to be successful? If you can make those transitions and help them understand them and help them believe them and help them to have their own identity shift, they're more likely to actually be successful. So that is the key. Hope it helps. I'm going to do one more thing. Actually, this will be fun. I'm going to end up, I'm going to end this podcast.

I'm going to have my brother actually pull this. So Kaylin Poland spoke at Funnel Hacking Live multiple times. But recently she spoke, or excuse me, it was, uh, two years ago about specifically about identity shift and some of the things she did. And I'm going to actually replay that episode here as a podcast over the next episode. So I will have my brother, um, cue that up for next, uh, next podcast. That way you can hear some of the things that came to this specifically to create this identity shift in her customers, um, and in their, their lives.

Um, and if you ever wonder about their success, besides the fact that they're smart, they're to create this identity shift in her customers and in their lives. And if you ever wonder about their success, besides the fact that they're smart, they're hardworking, it's because they understand this principle and they're some of the best in the world at doing it. So I hope it helps. I appreciate you guys. I'm excited about my new identity shift

and hopefully you guys can do this in your own life, but then also in the lives of your customers. And if you can become good at both sides of that, being willing to be someone who can shift their own identity to get the things that they want and then help other people shift their identities so that you help them get things that they want,

you'll be more successful in this game. So thanks, you guys. I appreciate you. Hope you enjoyed this episode 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. Um, this challenge is going to help you to help you understand the strategy, help you understand the tactics, hope you understand all the things you need to be successful with your funnel. So I recommend you do right now is stop everything, pause this audio, go online and go to one funnel away.com. That's one funnelway.com and join the next challenge. There's a challenge starting in the next few days, so go get started right now, onefunnelaway.com.