Marketing Secrets with Russell Brunson - Moving From A Mass Movement To Your Own Universe

Episode Date: June 1, 2018

What I learned from WWF, Disney, and Marvel about creating your own universe, so you can better serve your customers. On this episode Russell talks about legends in marketing and wrestling that he has surpassed. He also explains why it is important to create a universe inside your company. Here are some super cool things you will hear in today's episode: Why Russell has always looked up to both Dan Kennedy and Dan Gable, and why he feels like he has actually surpassed them. What it means to create a universe in your company and how some of Russell's followers have been able to do it. And why you should be thinking about how to create a universe of your own for people to follow and get excited about. So listen here to find out how Russell has surpassed a few legends and how he's been able to build his own universe inside of Clickfunnels. Transcript - https://marketingsecrets.com/blog/moving-from-a-mass-movement-to-your-own-universe Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, what's up everybody? This is Russell Brunson. Tonight on the Marketing Secrets Podcast, I want to talk to you about creating your very own universe. 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 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 answer. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, I'm not sure if you listened to yesterday's podcast, but I recorded that like five minutes ago and I'm still walking down the track and, uh, just got excited about another idea that I want to share with you. So here we are.

Um, all right. So today when I was at my kids field day all day boiling in the sun, I was listening to Dan Kennedy and man, I just love listening to Dan Kennedy stuff of all of the marketing of all the people that I study. Um, he's when I most consistently go back to. Um, so take that for what it's worth. I don't know why. Um, I think he is most entertaining. He always gets, he always stimulates my brain with these new ideas and thoughts and beliefs and patterns. And, um, anyway, it's, it's really, really cool. So, um, one thing, Oh, one thing that was interesting. So this is kind of tangent.

So hope you don't mind. Um, it's funny. So you know, when you learn about legends and it's like, there's this legend, you're like, Oh my gosh, this person's amazing. Um, I've already gave this Dan Canada's huge, like, um, you know, talked about gravy is and I'm going to kind of tear him down accidentally, but I don't mean to, he's still the man. Um, but, uh, it's so funny. Like, um, for example, in the wrestling world, the greatest wrestler, um, you know, the legend is Dan Gable. He's like

the Michael Jordan of our sport, right? Went through high school and college, didn't lose any match. It was last match his senior year in college. And then he lost it. And then, um, he became so obsessed with that. He started training again and ended up like three years later winning a gold medal in the Olympics. And, uh, what's crazy about it is that not a single person scored on him in the Olympics. In fact, uh, before going to the Olympics, the Russians were like, we're going to create an athlete specifically designed to beat Dan Gable. And, uh, they just wanted to beat the Americans so bad. So, um, that was the whole goal of the Russian team was let's beat Dan Gable. And, uh, they just wanted to beat the Americans so bad. So, um, that was the whole goal

of the Russian team was let's beat Dan Gable, which is crazy. And they, as legend goes, Dan would, uh, would work for out for about seven hours a day, um, uh, here in the States. And then he had to go to bed at night. And then he knew though, as he was going to bed at night, the sun was rising in the Soviet union. He knew the Russians were training and he couldn't like handle that. And so he'd wake up at night and he'd run, um, he got and run at night that the sun was rising in the soviet union he knew the russians were training and he couldn't like handle that and so he'd wake up at night he'd run um he got and run at night because he didn't want to be laying on his back sleeping while the russians were training which is like so many cool metaphors right so dan is the man he is the legend he is like he is wrestling right and but what's interesting now is you fast forward and and and i'm actually

give dan credit for this so dan brought his style of wrestling to, um, Iowa, the Hawkeyes made Hawkeyes the dominant team forever. And like everybody rose up to the talk, I level, um, and I look at wrestling today was built off of the shoulders of Dan, Dan Gable. And, um, anyways, it's, it's pretty cool to watch. But the other day I went back and I watched some of Dan Gables wrestling matches. Cause now we have YouTube and like everything's archived. It so cool i'm watching dan gable's wrestling match and again like the legend like the michael jordan of wrestling like the greatest of all time

um and i'm watching these matches in fact i watched i watched the match he lost his senior year in college and watching this match i'm like this feels like a high school JV wrestling match. Like, like the level that we compete at today as a country is insane. Right. Um, it's way better. Like most people nowadays would go back and we're competing against Gable and they would destroy him at his prime. Um, but he was the legend. Right.

And he pushed the sport forward. And now you look at, you know, fast forward, however many 40 years later. And because of his influence, this whole thing's grown but like if you look at him like pound for pound versus the dudes who went to ncaa now pound for pound like they would destroy gabe it wouldn't even be close um and so it was i had i tell you the story because i had this funny thing like when i was learning the public speaking world like i studied kennedy right like kennedy i used to hear these stories i haven't got these public low or peter low events would be 20 000 people in the stadiums they They'd be selling stuff. And like, and like, that's where I got my inspiration. That's where I started studying and learning

and like where I mastered stage presenting. Cause I wanted to be like Dan Kennedy and which is like insane. Right. And I studied this thing, studied him forever. And I studied all the people he, he trained. Like that's my whole, the foundation of where the perfect webinar and the expert secrets book and all this stuff that he's came, come from. Right. Um, and fast forward till, um, what was it? Three or four months ago when I'm speaking at Grant Cardone 10 X event, there's 9,000 people in the room. And I remember thinking, I remember thinking, I bet this is what it was like when Kennedy spoke with the old Peter Lowe events when there's 20 or 30,000 people in the stadium. I was like, Oh, can you imagine like they, they would do that. Um, you know, most like once a month around different parts of the country and they were on these circuits and they were speaking. I was like, Oh, he must've made

so much money. Right. We do. I, I did my pitch, make $3 million, 90 minutes. And I'm just like, Oh, like, like I'm experiencing a little bit of what Dan Kennedy experienced. Right. Like, and then what's crazy. So crazy. So I'm listening to him today in his training course and, um, he's talking about Peter Lowe events again. And I was just like, boom, pulled back like a decade ago. And I first, first learning about stage presenting and all this stuff. Right. And what was crazy is he's telling this, um, uh, is he's, uh, telling these stories and he was talking about how much money he would make at a Peter Lowe event. He said, we have 20,000 people in the room. I knew Zach, how much money would I make?

He's like, I would average from a typical stage presentation in that room. I'd walk away with a hundred thousand dollars in my pocket. And I was like, wait, what? What? Which means he made, he would make 200, $250,000 or so. He get half of it. That's the way the speaking world works. He walked out with

100 000 and take that home every single time he's like yeah i'd speak twice a week sometimes you know at least once a month and you know i was making over a million bucks a year as a speaker and i was like what what like this comes back to my dan gable i'm like dan gable if i would have lived when you lived as good as i was today i could have beat you in a wrestling match i could have beat dan gable, the legend. Like, oh, how crazy is that? And I'm looking at this. I'm like, oh my gosh.

Like I've literally beat the Dan Gable of the marketing world. I beat Dan Kennedy. Like I did more in 90 minutes than he did an entire year at the Peter Lowe events. Speaking at 20,000 person rooms multiple times throughout the year. And anyway, it just blew my mind. So that's one of those weird things. But you look at it, if it wasn't for Dan Kennedy's influence on me and then like his influence on other speakers that I learned from like this whole thing, like the heat evolved the entire thing, um, to, to, uh, to put it where it's at today.

But I bet you right now, especially after going back and looking at recently Dan's old presentations and old pitches, like my guess is any of you guys who've mastered the perfect webinar could outsell Dan and without even blinking. Um, in fact, I would bet a lot of money on that. Um, and so it's just, it's, it's, it's fascinating. So, all right. I don't know why I went on that rant for the last six and a half minutes, but I thought it was interesting. So there you go. All right. So let me praise Dan again now, cause he is the man. And I'm talking Dan Gable. Cause in case he listens to some day and he's like, Russell, you're a punk. Like, no, Dan, you are the man. Like you. Yeah. So please all bow to the legend, Dan Gable. You are the man. I love you. All right. So,

and same thing, Dan Kennedy. Um, so I'm going to talk about Kennedy though, because, um, God, the guy just, like I said, of all the people I study, it always comes back to him. He's the one I study and learn from. And like, I just, I love it. So, um, in the course I was going through today, which is crazy, five hours of, of being out in the sun on one and a half times speed. Cause I got like, what, eight hours of Kennedy smushed in my brain today, which was really, really fun. Um, and a bunch of cool things wrapped around that.

Like I would, I could share, I can do days worth of podcasts of the cool stuff I learned. But, um, this is one that was really, really fascinating. So he was talking about, um, companies and he spent a lot of time talking about Disney, um, and about their enterprise and how Disney works, right? How it was created, how it was crafted, how, how they build these universes inside. There's characters and there's, there's, there's, um, storylines and there's all these things are happening inside of the context of this, um, this universe that Disney's created, right? They start talking about, um, Jim McMahon and the WWF and talking about this, this universe. And there's, um, you know, opponents and people and fans and, and merchandise. And they, he built this entire universe, right?

Um, where there's good guys, there's bad guys and people want to like live and experience this universe. And then, um, uh, I started thinking about like WWF or excuse me, WWF, like, uh, the MMA, right. And, um, uh, looking at that whole world, uh, that, uh, what's his name? Dana, Dana White created, right? And it's this whole universe. And he started talking about other ones, like about Playboy and Penthouse and Hustler.

Anyway, so from all sorts of aspects of life, from Disney to pornography and filth and everything in between, right? But talking about these companies that are so big and they talk, talking about the net worth of these individuals, right. Talk about, I can't remember the exact numbers, WDF dude, Jim McMahon or whatever his name is. Um, I think, I think WWF does like two or $3 billion a year and McMahon's net worth is like $500 million or something crazy like that. Right.

And so the reason why he's had so much success, the reason why these things live on beyond a product or anything is they created an entire universe. And inside that universe, there's all these things, right? There's characters, there's heroes, there's villains, there's storylines, there's all this stuff, there's merchandise, there's all these things that have been created.

And then he said, you know, I've tried to create some portion of that here inside of GKIC. And I started again, started flashing back a decade ago when I first, um, got into the GKIC world, which is Glazer Kennedy in a circle. And I joined, uh, Bill Glazer's mastermind and I started going to Dan Kennedy events. And, and I remember cause I would listen to all the CDs ahead of time and I would hear stories about these people. Right. Um, and, uh, and, uh, like the Ron, the grands of the world and, um, uh, uh, Rory fat and, uh, Blake off top of my head, all these guys, John, John, all of this. And like all these people who

are using Dan Kennedy style marketing. I remember listening to tapes and I remember going to the events of this universe. And I remember seeing, um, these people I'd heard about, like I heard them on CDs and tapes and like Dan talking about him. I remember meeting him and shaking their hands, being so awkward and so nervous wanting to get autographs. And then I remember going there and buying like Dan Kennedy t-shirts and courses and like, and like, I was in like this, this marketing nerdy universe. Right. Um, I started thinking about that and I was like, Oh my gosh, like, um, without really knowing it completely. And I, and obviously I've known pieces of it, right? Like I've, you've read expert secrets. I've talked about creating a mass

movement and trying to, to, to take people. But I was like, if you really look at this, like, I feel like inside of the funnel hacker movements, I click phones, like we've created a universe. Right. And it's not just, um, like it-faceted i remember like um when todd and i were first brainstorming click funnels one thing he said he's like i want to build something that creates a whole ecosystem of other companies around it and uh he said you know we kind of saw it's a little bit with infusionsoft they didn't really capitalize on that well but he's like i want people who full-time job are using clickFunnels to help businesses. And, um, it's funny. We were, um, I was speaking to this government thing I'm going to do.

You guys probably heard the episode, a couple of podcasts back. Um, but before that I was trying to figure out like how many, how many jobs have been created inside the ClickFunnels universe? And I was like, you know what? As of today, I think we're at 60, I can't remember, 64, 65,000 members, right? Let's just say each of those entrepreneurs are using ClickFunnels and it becomes a job. So there's 65,000 jobs right there, right? But the average company has anywhere from three to like 30 employees.

So let's say three, so conservative. So 60,000 turns into 180,000. And then you think about, um, um, uh, the, uh, like the, the other businesses that popped up, right? Like the agencies and the designers and the freelancers and the copyw, like the, the other businesses that popped up, right? Like the agencies and the designers and the freelancers and the copywriters and the customer support, like all the other sub jobs that kind of go out. And then they look at like when somebody, uh, like when we sell t-shirts, there's the entire t-shirt company that, that there's all those jobs that are created. And then

like when we're selling physical products and books and CDs and D like, um, like when I did, when I do a bestselling book, it's not just me that makes money on that, right? Like, um, there are, there are the publishers, there are printers, there's, and we're trying to do the math and like, um, like when I did, when I do a bestselling book, it's not just me that makes money on that. Right. Like, um, there are, there are the publishers, there are printers, there's, and we're trying to do the math and like, uh, we got to about half a million jobs conservatively created, uh, because ClickFunnels is a thing, half a million, um, jobs and probably more than that. But that's what we were able to, to like draw lines to as we were doing our, our like low case estimates. Right. So it's probably more than that. So in this, in this universe, it's created half a million jobs, right? Inside of it, like there are heroes, right? I look at, um, you know, people I talk about all the time, um, uh, speakers with unlocking live, um, you know, the stories I tell

on my podcast, my Facebook lives and my different places, like if you will become heroes and then there's like heroes and there's villains. I remember, if you guys watched the book launch last year, we had like Julia Storian, who was like a hero. And then you got Dan Henry, who's like the villain. And there's fighting back and forth. And there's like, there's things happening. And there's like, it's just crazy. And you come to our events,

we've literally done two comic book animated videos at the events. We've got t-shirts everybody buys. We have people right now who only will wear ClickFunnels clothes. We have our new swag store coming out where i have click funnel socks and watches and hats and coats and like merchandise um uh and um anyway it's just it's it's fascinating because um i i always tell people this and you've probably heard me talk about it's like like the hardest part is

like seeing the pattern, right? But as soon as you see the pattern and you're aware of it, then it's like, oh my gosh, now I see the pattern, now I can amplify it, right? So now that I'm aware that my job is to create this universe, now it's like, oh wow, how do I actually create this universe? How do I create superheroes? If you were at the Fun Hacking Live event,

and Kaylin Poland, when she got on stage, she talked about how you have to give your customers an identity shift, right? You're shifting their identity and you bring them into your universe. They're coming to this universe where they have a whole new identity. And then she said it was so cool because they make millions of dollars off their swag drops. Twice a month they do swag drops.

They sell clothing. And she said like the swag drops, the clothing is like giving a cape to a new superhero. They've had an identity shift and they're giving them superhero cape now that it's part of this person. I was like, oh my gosh, that's what we're doing. We're bringing people into this universe. We're giving them an identity shift. We're giving them a cape to a new superhero. They've had an identity shift and they're giving him a superhero cape now that it's part of this person. I was like, oh my gosh, that's what we're doing. We're bringing people into this universe. We're giving them an identity shift. We're giving them a cape. We're giving them clothing.

We're giving them a name, a place to belong. And it's just exciting. So anyway, I'm sharing that with you because today as I was sitting there in the heat, listening to him talk about these companies and the universes that have been created that people are plugging into. I was just like, that is, that's the new, the new vision. That's the pattern. Now that I'm aware of it now, it's like, how can I amplify it? What else can I

do? What did WWF do to build the universe? What did Marvel do? What has DC done? What has Disneyland done? Like now it's time to start studying these companies that have built, um, um, these universes and try to replicate and figure out what they're doing. So that's like the next thing I'm going to be geeking out on. Um, so I just want to share with you guys, hopefully you guys can, can, um, start that journey with me. Um, it's been fun as, um, you know, one of the cool side of side benefits or side effects of me being in this role of, um, the chief cheerleader at click funnels is I get to share these thoughts I have and then I get to test them out in our community. And then, um, I get to see people who are grabbing onto them and then like implementing the same

stuff. It's, it's fascinating. Like when we started this whole funnel hacker movement and I was like, I think I'm onto something. It was like an inner circle meeting where I shared it and Brandon and Kaylin were there and, and Kaylin's company at the time, Brandon and Kaylin's company, it was, um, it was tool time fitness tools like spelled T U E L E, which was, um, Kaylin's maiden name. Um, and after talking about like, you know, the funnel hacker movement, right. People need to self-identify with the cause and the movement. And she was like, Oh my gosh, no one's ever going to self-identify with my, with my last name. And so like on the flight home, she sat there, she's like, I had changed everything. And like they had a million, a million dollar a year business, right? Like, and they still like, we have to change everything.

Like if we're going to actually take this to the next level, we have to shift our branding, our name, everything, which is crazy. Like I guarantee 99% of people, if they would have heard me in that same room, they're like, well, nope, my brand's good. People know who I am. Instead they're like, no, if we're going to gonna get the next level like we got to change everything so they went and changed like on the flight home that she renamed she landed she's like boxing like russell it's lady boss weight loss we're starting our movement and i was like what like you changed like yep we're deleting everything we're changing everything we're like we're on and boom and like within weeks the whole thing was moved over and it was launched and it was it was rocking and rolling which is just insane

and so like and then they're doing stuff and they're pushing the edge. Like they're teaching me stuff now. I'm like, Oh my gosh, this is so cool. Right. Um, I look at, uh, Alison Prince came into our world a little over a year ago. Somebody has no, she, um, she spoke of our hockey live this year and you know, same kind of thing. We're talking about these movements and talk about lady boss and she's like, well, how

do I, how do I create my own movement, my own universe, my own, whatever you want to call it. And so she created one called the Because I Can Clan. And she's like, why do you call it that? I'm like, because I can. Well, why do we do this thing? Well, because I can. And she's like, I want to create people who have the ability to do whatever they want in life because they can.

I don't want people who can't do that. So she created this movement called the Because I Can Clan. And now she's doing it. And she's taking this and she's building a whole community. And she's made millions of dollars now inside of her business. But she's building a movement. People are having success with it made millions of dollars now inside of her business but she's building a movement people are having success with it and it comes back to like this whole concept of like because i can't and now she's doing this and so i'm able to watch what she's doing i'm like oh i'm getting on the scenes i'm learning back from

her because she's taking this idea so in case you're wondering like why does russell share all this random stuff that he's thinking about it's because i love it when i share it and i see you guys implement as well because we all have different perspective on it right like? Like when I hear universe, I think of one thing, you hear something else and the way I'm going to implement is going to be different than what you guys implement. So please take this stuff and implement it. Um, if you've got a business, if you don't have a business yet, listen to yesterday's episode and let's get something up and we're cranking for you so then you can start geeking out and going deeper on these things. Um, but uh, if you've got something happening, like start thinking about this, how do we like, start thinking about this this is a world we create

you think about just the comic books like DC and Marvel and think about how many movies are in that franchise and what's happening it's been fun to watch I was never a comic book guy growing up but man I've been obsessed with the movies because it's so fun

to see just what they've done inside these universes and how they bring all the characters together. And it's, uh, it's exciting. There's a lot to learn from it that we can apply back to our businesses. So, all right guys, that said, this is one of my longer podcasts. I didn't know I was going to talk about it and I got excited. So there you go. Appreciate you all you guys. Now it's time to start crafting and creating your own universes. Uh, that said, I appreciate you. If you love this podcast, you're getting anything from it, please go to iTunes, um, and subscribe. We're going to be doing a lot of new stuff, uh, here in the very near future with the new channel

and I'm excited and, uh, love to have your guys' feedback. So appreciate you all have an amazing day, night, wherever you are in the world. And we'll talk to you soon. Want more marketing secrets? If so, then go get your copies of my two bestselling books. night, wherever you are in the world. And we'll talk to you soon.