Marketing Secrets with Russell Brunson - Jay Abraham Q&A Interview - Part 4 of 4

Episode Date: June 1, 2022

On today's episode, you get to hear the final part of a recent interview Russell did with Jay Abraham. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everyone? This is Russell. Welcome back to the Marketing Secrets Podcast. This is like bittersweet. This is the last of the four-part series with Jay Abraham. I hope you've enjoyed the first three episodes in the interview so far. In this one, we have a chance, Jay asked me some more cool questions. We talked about just a whole bunch of cool things. In fact, we had some of the guests from the audience ask questions this one. Questions about how do we build our culture? How do we create an identity shift for people to follow?

We talked about campaign slogans, award shirts, a lot of things from the Expert Secrets book. Talked about the Two Comic Club Award, the Two Heart Award, how to shift somebody's identity, and a whole bunch of other cool things. So I hope you enjoyed. This is the exciting conclusion of my interview with Jay Abraham. I hope you've enjoyed this series. If so, let me know. We can do more like this. Or if you'd rather me just come back to talking into the microphone, I can do that as well.

Appreciate you guys. Thanks for listening, and we'll see you guys on the next episode. 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. Yeah, what are the tragedies? And I think a lot of people, well, I think it's a tragedy, a dual tragedy of our time. Some of the most profound universal thinkers that have formulated ideology, methodology, philosophy that are enduring. They have to be modified. In other words, direct marketing is direct marketing, but it has to be modified to online and has attention changes, you know, made more efficient. But a lot of the younger people don't seem to have any awareness of some of the most profound thinkers. And, you know, I'm of an era that, you know, it's like we're last men or women standing sometimes. And I find it fascinating. I mean, I've got clientele all over the world and I don't do, although maybe I should again, information marketing very much. I used to be very big in it, but I find it so fascinating

that all these principles are translatable, they're adaptable, but most people don't realize how profound knowledge from the past is because a lot of it just it just gets it just gets updated it's very interesting yeah so that's a big part like i wanted and i know we've tried to do deals a million times nothing's worked out yet i feel like that's the one someday we're gonna figure out because i want to take your stuff and everybody's something like i want to again i think the biggest tragedy is like i look this stuff changed my life like in a dramatic way and most people don't know about it i want to put it in a way where and i admire that about you i think you've got nobility and nobody knows you spend millions of dollars underwriting humanitarian things that have very, very high value on trying to protect innocent children all over the world. And you've funded documentaries and you've given and raised millions of dollars. And it's very

admirable. I want to respect your time and I'm enjoying it. I hope this interview has been fun. You've given generously and you've been very responsive to questions. Probably you're a little different than most people I hope asked. I never want to ask the same questions everybody does because it's boring. And I don't think it it I don't think it respects all that reside that that are stored waiting to be released in somebody's, in a career, in a life, in somebody's understanding and worldview. And worldview is something I'm very, I'm going to tell you one thing, just because you'll enjoy this. And I think it has merit. I sent Tony something a couple of weeks ago. It's a new distinction that I'm working on. Everybody knows what LTV stands for.

And if the Japanese don't, it means the lifetime value. It can be defined as whatever a buyer is worth over a predictable period of time. If they last three transactions, what is that cumulative worth to you, not just in revenue, but in the lifetime value its profit represents? If you add one more transaction before to make it easier to get people in, it changes everything because what you used to have to, as Russell said, what used to cost you now is all profit if you add things. But I was thinking about it the other day because I'm older and I'm at a different point in my life. And I was thinking, it the other day because I'm older and I'm at a different point in my life. And I was thinking, we don't think about what is our lifetime value, Russell and everybody,

if we don't change the course of our life, career, relationships, health. Very interesting because, you know, what are you going to be, what are you going to make, what's it going to be worth, what is the impact you're going to make, What are your relationship going to be? What's your longevity going to be? The quality? And I'm working on that, but I think it's a very provocative concept. Interesting. Yeah. And nobody thinks that way. That'd be really cool. Yeah. I'm working with Tony. We're going to try to do something at his next play. I do that one thing with we do the plats the plats and the lions every year. And I said, let's sort of develop this. All right. So we have about 10 minutes left. Hiro, are you there? I don't see you, but it doesn't mean you're not there. Hiro? I'm here. I'm going to let you ask questions and then I'll do a respectful gratitude.

Thank you at the end and let Russell go off to making more impact and serving more people and filling more needs and and challenging his intellect to reach more people as he grows. But I'll be right back. You ask questions if you like or you ask questions for the audience and I'll be right back. OK, thank you very much. thank you very much. So hello, I am Hiro Ogawa, and I have read, and we publish all your three books here in Japan. Oh, very cool. Thank you, thank you. It's been an honor. So I have a question for you. So, Russell, you mentioned earlier that you are not a software company. Rather, you are a movement creator. So it's not about the product, but it's rather more about creating a culture and creating movements or creating culture is there a certain thing you think is mandatory that is essential to create a movement or culture what is the key ingredient what is the mandatory factor if there's anything that you would like to share. That's a good question. I would say there's a lot of like tactics and techniques you can use to help to build a culture.

But I think the biggest overarching thing is you have to create something where people self-identify with it. Like it has to become an identity shift for them. Right. I think about for me, like there's different businesses I tap into. There's sports I'm into. There's things. And if I can say, for me, I'm a wrestler. I'm also a Mormon.

I'm also a biohacker. I'm also a marketer. There's these I am statements, like this is who I am. To really create a movement, that's what you're trying to do, is create something where people feel like they self-identify. This is part of what they are. And so, which is easier said than done. Like how do you do that?

And I remember when I first had that conversation with Kaylin Polin, who owned Lady Boss, her business at the time was called Tool Time Trainer. And because that was like, it was about her, about her, like her last name was Tool. Her maiden last name was Tool. So she's like, it was about her, about her, like her last name was tool. Her, her last name, her, her maiden last name is tool. So she's like, I'm tool time trainer. And, um, and she was trying to create this, this thing, but nobody would engage with it because it was, it was her. And I think a lot of times as business owners, and I'm not sure if it's the same there as here in America, but in America, you know, we all think that we're the greatest in the

world. So we always are like, they want to name our businesses after ourselves and people are always talking about us. And it's like, no, it's not about you. It's about them, right? Like, like who they self-identify with. And remember, I told Kaylin that, uh, at a mastermind meeting she was in, and then they jumped in a plane and she was flying home and she's sitting there. She's like, I've had, you know, the last five or six years building this brand and building this name. It's naming, you know, same back to my dad who passed away. And she had all this stuff. And she said, it's not about me. It's not about them. It's about them. And she said, if I was them,

who would it be? And she said, well, they're lady bosses. That's who they are. And so she shifted this thing away from about her and about her business to like, who are they? And how do I make it about them? And when she did that, then she came back and she rolled out a manifesto. And she did all the tactical things afterwards. But it was all about the shift where people could say, I'm a lady boss. I am a funnel hacker. I am a biohacker. I am a whatever your thing is. Like, how do you create that thing where somebody could say that? And it's got to be simple. If they put on a t-shirt, like I am a funnel hacker. I am a lady boss. I am a, like, what is your thing that your, your community could tie themselves around? Right. And if you can,

you can break it down to something that simple, that's the strategy you've got to figure out. Then, like I said, if you read the Expert Seekers book, there's a bunch of tactics on how to amplify that and how to make the message bigger and all those kind of things. But the core essence of it is who can they identify with where they have this identity shift of, like, I'm part of these people. I want to be one of them. When you can make that transition, that's the key to really creating a movement uh inside of your business and that's what keeps people stuck there because now it's not just the software they use it's it's part of their identity it's who they are and that's really the the big secret so basically the that's not just the seller's identity or what you are, but it's more like what kind of

identity the customer can relate with and it becomes part of their identity. So as you mentioned, like, you know, a one word or a few, a phrase on a t-shirt, something very simple, but something that they can relate to and that can be part of their identity. Does that sum up what you just mentioned? Yes, perfectly. You think about your business, every business gives a client a result, right? So for Caitlin, it helps her people lose weight. For ours, it's helping them to build a business. And so this identity is like a superhero cape.

So putting it on, it's like, this is my cape so I can go and achieve this result that the thing is. And so we start looking at your business less as like, here's the product, but here's the result that this dream person is going to get. What's the cape? What's the identity I need to give them so they can believe that they can achieve that result through the business that we have? Like, that's the key. Yep, you nailed it. And then so based on that that you use different strategies and tactics on top of that right yep so some examples of them that i talk about in the expert secrets book like um one of them is is i have my dream customers over here and then i'm gonna come and i got a campaign just like um you know i'm not sure how the political system works with you guys but here you know we have politicians who run for a party and they love a campaign just like, um, you know, I'm not sure how the political system works with

you guys, but here, you know, we have politicians who will run for a party and they love a campaign slogan. Like this is who I am. I come and vote for me. And so same thing, like I gotta, you know, there's, there's probably a dozen or a thousand people like me who are all competing for the attention of my dream customers. So like, what's my campaign slogan. So for us, it was like, you're one funnel way. This is the slogan. This is the mantra we have. I come over here and this is the mantra that gets people to start moving towards us. Right. And then we give people awards like the two comic club awards and things like that. They get people to, after they join us, like they've got, they've got a purpose. Like, what are they doing? What are they working towards? Like, why are they putting in the time

and effort with you versus everybody else? Right. And so we're looking at, um, you know, all those kinds of things. We give people t-shirts and they sign for click funnels when they hit different levels they get clothes we do live events they get together they get to network they can be part of it um you know these are all the things we're doing to try to create that community and connection so that um it it lasts beyond just just the product just the thing that we're selling it gets deeper into like the identity and the the root thing that they're trying to uh to achieve the identity that they need to have to be able to achieve that. And if you study any of the good personal development books, anything from Napoleon Hill and things like that, any of the early authors, they all talk about that. Like the identity that we have is going to direct where we go.

If we have an identity that we're dumb, we're going to be dumb. And not that we are dumb, but if we think in our subconscious mind like, oh, I'm a dumb person. In fact, I struggled with that man all through high school. I always thought I was dumb. It's because that I always struggled, right? It wasn't until somewhere in my, you know, when, after I graduated college, I started my business that Austin, I was like, I'm not dumb. I'm smart. Like I can figure things out. And my identity shifted. And then I was able to do all sorts of things, but this identity people people have, if they're coming, let's just say, again, let's say your business is for weight loss. If they haven't lost weight in the past, they've got something in their identity that's holding you back. I'm someone who starts diets and I fail. I'm someone who's lazy.

I'm someone who likes to eat food. They have these things in their head, these identities that are keeping them from having success. And so we've got to come in there and create an identity that's so powerful it shuts down all the rest of them and says, no, you're not that person anymore. This is who you are. We shift that identity and also now getting the result becomes really, really easily. And so really it's the psychology behind breaking these false things that are holding people

back so they can have success with the thing that you're selling and that's that's really the key to helping your customers have success with whatever product or service you're selling so earlier you mentioned that you need a common purpose or common goal for the community if you have that common goal then it's easier for you to relate and also for you to shift your identity towards that goal or purpose yeah think about it in any um sports are great like every sports there's always something people are trying to achieve right in the uf, it's the UFC title. If you're in football, if you're in soccer, like whatever sports, the Olympics, like there's always

something that people are striving towards. Um, one of the things I've seen people in businesses is, you know, they'll set a business goal and then they hit it and then they lose all their motivation. Like, Oh, like I lost it. And so for you as the person who's building this community and like designing it, um,'ve got to set these goals. So like we said, initially it was our Two Comma Club Award. And at first we thought that was going to be really hard for people. And then all of a sudden tons of people started – she was making a million dollars inside of a funnel and they make it. They got the Two Comma Club Award and they were excited.

And then the worst thing happened is there was nothing else for them to chase and so they all stopped kind of trying. So we're like, okay, let's make a new award. So we made an award called Two Comma Club X, which is for $10 million. And all of a sudden it reengaged all these people, and they kept going for Two Comma Club X. And then people started crossing down, and we said, okay, let's make Two Comma Club C for $100 million, right? So we kept creating these targets because if not, people will get disinterested.

There's not a reason for them to keep showing up and participating inside of your community they're likely often going to leave right and so it's like you got to create these these things and then last year what we did is because the people who are making 100 million dollars they're you know they're doing all sorts of crazy things and so we decided hey how about we create an award that's not focused on how much money you made but instead how much money you gave away. And so we launched the Two Heart Award, which is two hearts. So if you, if you donate over a million dollars of charity, you'd get this. And the first year one person got that. And I was like, that's going to be hard to ever get another person to get the Two Heart Award. And sure enough, next year, three people got it. And then now you ever messaged me, I don't even care about Two Karma Club Award. I

want to win the Two Heart Award. And they're all trying to figure out how to give money away. And it's just, it's, it's those kinds of things that keep people engaged in your community. So they're not just leaving and going to other places. It's what makes it more sticky. It makes them, uh, stay with you. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live. Cause I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context

about this offer he's making for you guys, as you may or may not know, a few years ago, JP Morgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called the revolving pricing method. And it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays.

We're talking about creating sustainable and real predictable income for the long haul. Now, here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab The Revolving Price Method book and over $150 worth of bonuses.

And get this all, it's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthy consultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthy consultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments,

but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there,

we figured out exactly what people's Working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com. And

then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25% off. But then we'll take the test. Again, it takes you 10 minutes, but even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team.

And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. You started with information content business, and then you shifted to software business. So I think like the most difficult part is like you getting engineers and then for you to develop a software. But how did you overcome that when you shifted from one industry to another? So securing engineers and developing softwares and stuff. Yeah, that's a great question. So there's different ways to do it.

And I've had friends do a lot of different ways. One is hiring people. There's different things. For me, though, I used had friends do a lot of different ways. You know, one is hiring people. There's different things. Um, for me though, I did, I use J-Bram strategy. I found somebody who was a really good developer and I partnered with him. So my business partner's name is Todd. And, um, Todd, uh, when I found him and I met him and he was, he was in our community, he was in our world.

He worked for us for free for a long time, just doing side projects and stuff. And then we had that different click funnels. We decided to partner on it. And so what's nice that now I have a co-founder who's technical, who can do all that kind of stuff. If I was, if I was to start another software company, the first thing I would look for is a technical co-founder. Um, and you can hire people, but it's always harder to hire someone who, you know, if they're going to, who knows if they're going to stay or they're not going to stay, especially when you build something. You know, we're eight years into ClickFunnels. And if I had hired someone and he disappeared, it would be hard to do what we're doing today, right?

Because I have a co-founder whose livelihood is built into the software as well. He shows up every day and he's built a whole team now of developers. And so if I was a startup, I would look for a technical co-founder. If you're not willing to do that, then there people you can hire that um are great developers as well um but that's kind of key is finding someone like that they can help with that um they can manage the process and um i can give vision like oh i want to do this and this and this and this and he can take that and translate it into into actual code and software and things like that. Hero, I'm going to, just to respect Russell, I'm going to wrap us up. But Russell, you have been very generous

in letting us probe and plug into your mind and your methods and your worldview. And I think most people don't understand that the broader your worldview, the more powerful you become. But I thank you very much. And I ask only one final question. It is two questions. Is there something I should have asked you that I didn't? And if it is, what would it be? And answer it. And if not, but if there is, I'd love to know it. But if not, well, one thing do you want to leave

people making sure that they got out of your investment of openness in today that will maybe haunt them positively so that it's not just entertainment it'll it'll move them to do something with what you've shared yeah um well first off right as i want to thank you guys for having me this has been super cool um from both sides versus, you know, obviously amazing to hang out with Jay, which I'm grateful for here. It's so great to officially meet you. And then all of you guys from across the world, it's just, uh, so fun to see entrepreneurship everywhere. So thank you for letting me be part of this. Um, and I think the biggest thing that I would come back to is, um, and this, this is just like, I mentioned it, but I want to

make sure I want, I want people to understand this. Like, like I literally believe that business is a calling. I believe it's calling from a higher power. Like I think every single one of us has been blessed with gifts and talents that are unique to us, right? Everyone of you guys have unique talents and gifts and they weren't created. You weren't given these gifts or talents for yourself, right? You were given these gifts and talents because you were supposed to call your, you've been called to serve and help a group of people. And so what I would say, if there's nothing else you get is like figuring out like who are the group of people you've been called to serve. That's more important than what your product is going to be. Are you going to be selling software

information or supplements? None of that matters as much as like you've been given a gift gifts and talents and you're supposed to help people. Who are those people you're supposed to serve? If you can go find those people, like here's the group of people that I'm supposed to serve. Then you start listening. What do they need? How can I help them? How can I make their process simpler? How can I help them to have success faster? Like, what is it that I can do different than anybody else is doing? And when you figure those things out, everything else becomes easy, right? The ideas will come, they'll flood into your mind. Like I'm not a creative person, but I listened to my audience and they tell me what they want and I know they want this. Let's go make it right. It becomes really, really simple.

But the key is, is making that distinction and that shift. You know, the first two or three years of this business for me was chasing after money and I struggled until I stopped. I said, these are the people I'm going to serve them whether I get paid or not, because I love them. I enjoy being around them. I want to help them. And when I started shifting to that, and that became my focal point, everything else in my life changed. And so if I can do nothing else, um, like believe in that, because if you do, you're gonna start looking and listening and all the answers that you're looking for are going to show up. And that's the key to business. That's why I, I am so obsessed with it. I'm so passionate. I love sharing these kinds of things

because, um, you know, every one of you guys is like the ripple effect. Hopefully something I shared yesterday will start a ripple effect from where you guys are at and change more people's lives. And hopefully my LTV

will go up from what Jason earlier, right? Thank you very much. I gratefully, on behalf of everybody, appreciate it. And I hope it was fun for you. Thank you guys so much for having me. It was awesome. Okay, bye. Appreciate it. And I hope it was fun for you. Thank you guys so much for having me. It was awesome.

Okay, bye. Thank you. Thank you for listening to the Marketing Secrets Podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff.

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