Marketing Secrets with Russell Brunson - (MS) Magnetic Marketing Challenge: Changing The Attractive Character

Episode Date: March 17, 2023

The key to launching and growing any business is to have an attractive character in place. People don't connect with brands, they connect with people! After acquiring Dan Kennedy's Magnetic Marketing business, I knew that implementing a new Attractive Character was exactly what needed to happen for its continued success. In this episode, I'll share insights on how to create an Attractive Character that resonates with your target audience. I'll break down the essential elements of an Attractive Character, and how to integrate them into your marketing strategies. 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

Metrolinx and CrossLinx 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. Welcome back to the Magnetic Marketing Saga. In this episode, we talk about how do you change the attractive character? You're listening to Marketing Secrets with your host, Russell Brunson. Hey, this is Russell Brunson. Welcome back. Today we're talking about the

magnetic marketing challenge. And this is important because obviously we've done a lot of challenges in ClickFunnels and marketing secrets and all our different businesses. But this one is different because one of the major goals of this challenge was to actually change the attractive character. And that's what I want to talk about today because I get so many of you guys, when you hear the concept of attractive character, right? Because I talk about it in all three of my books, dot-com secrets, expert secrets, traffic secrets. I always talk about having an attractive character.

And the pushback I get from you guys, because I see it. I see it in the DMs. I see the messages. I see the posts online. It's like, I don't want to be an attractive character because then I can never sell my business, right? And that's what people always say. So a lot of times they don't become the attractive character and their business never gets to

the spot where it can be sellable anyway. Especially in today's world, like having an attractive character is one of, if not the most important things that people don't connect today with brands, they connect with people, right? Um, you asked my kids like, what's the biggest drink in the world? They're like, I don't know. And then, uh, if I'm like, who's the biggest YouTuber in the world? They're like Logan Paul. I'm like, what's his drink prime? Like they know instantly, right? Cause they don't connect with Prime. They connect with Logan, right? That's the thing people understand. So having attractive characters is essential to be able to grow, to be able to connect people, like traffic, ads, connections, selling, all this stuff is based on a character, right?

Which is one of the premises of everything we do and talk about at ClickFunnels. And so, but the question is like, well, what do I do? How do I build this thing? And no one's going to want to buy it if I'm the attractive character. So that's what I want to talk about today. So as you guys know, Dan Kennedy is the attractive character in that business. And it's interesting because when Dan sold the company, sold it to Bill Glazer and then Bill Glazer co-branded it together.

So it was Dan and Bill. In fact, he changed the name from, I think it was Kennedy Inner Circle at the time. He changed it to Glazer Kennedy Inner Circle and it became GKIC for all the old school people. Remember, it was GKIC for a decade. After Bill sold it to another company, they, I don't know what they did initially. They just kind of ran to the ground. They didn't know what they were doing. They got, they actually, it was interesting.

They actually tried to get rid of the attractive character. Like, we don't need Dan. We have all the training. And they tried to like almost snuff Dan out, which is weird. You cover the attractive character and sales went down in the company to the point where eventually i was able to buy it now when i bought it um for me obviously dan is still the attractive character but dan also isn't gonna do what i do as an attractive character right i'm on facebook lives and podcasts and interviews and i'm traveling the world i'm speaking at events like i the lot of things i do that i'm

not gonna get dan kennedy to do as much as i wanted to try to put in his contract. He would not do TikTok ads. Like he just refused. I don't know why. Um, so, you know, he, he, he did in the contract, uh, was willing to write a weekly fact. So we got those coming in almost because TikTok ad, but he wasn't willing to do some things. Right. And so initially when I bought the company, I kind of co-branded me and Dan, right. Because we need somebody to be out in front. And so the first year of me owning magnetic marketing, you'll notice that I was, uh, on the sales videos. And as I was doing it, the role I was taking was not of, uh, like a co-branding. I was looking at myself as I was the reporter. Like I'm the reporter. There's this guy, he's my mentor. He's my hero. He's Dan Kennedy, which he is. Right. So I was

reporting on him, bringing back the best stuff. Here's what I learned from Dan. Here's what Dan's doing. I brought him to funnelnel Hiking Live and I interviewed him and I let him be the star of the show. And for a year I did that, right? So that way everyone in my world and ClickFunnels audience now became very familiar with Dan. They fell in love with him. You know, we've got five or 6,000 people now on his newsletter. Like, um, that first phase worked, but after a year into this business, I'm like, I can't keep being the attractive character for ClickFunnels and then like a kind of a partial attractive character for Identity Marketing. We need somebody who can take that role, who can be the front of it, who can be running the events, who can be doing the mastermind groups, who can do all those things.

And so when I had my day with Dan Kennedy, when I had a chance to fly out to Cleveland and spend time with him in his home in the basement. That's one of the questions I asked him. I was like, I can't, I can't, like I'm being stretched thin amongst all the things I'm doing. And I was like, I need somebody who, who you think represents the face of magnetic marketing the best. Somebody who is a student who has done this. Ideally someone who's done it both in the brick and mortar world, right? Because so much of magnetic marketing is, was based off of brick and mortar companies, right? But also someone who's done it on the online and info product world.

And someone who can relate to both sides of it. And I asked Dan, is there somebody who you know who could be that person? And it was cool because he wasn't like, well, here's five people you could pick from. He came back to me and said, there's one. He's like, the person I would recommend is Marty Fort. And I'd met Marty once.

I'd seen him but i didn't really know much of his story i'm like well tell me a story he said well marty um had a music school like a brick and mortar physical location people came and learned music from him right and when he learned about magnetic marketing dan kennedy based marketing he went he blew up that school maxed its capacity and he opened like a dozen other schools had success there right applying magnetic marketing to physical, like actual stores. Then he said he got so good at that, he said, I'm going to teach other music schools how to do the same thing. So then he created an information business and started teaching schools that.

And then used that info, you know, used Dan Kennedy Marketing to launch InfoBusiness. And, you know, started the business. Started with a course and then an event and then a mastermind and a coaching program. And now the info business is, I think he said, three times bigger than the other one. But he's done both sides of it, right? And he's someone who, yeah, he's a Dan Kennedy disciple like me who followed him and said, now he'd be the person who could kind of become the front of this. And so I messaged Marty.

I was like, would you be interested? And luckily he said, yeah, he was honored. He'd love to do it. And so we started kind of putting the pieces together. It started with Funnel Hacking Live. Me, Marty, went to Dan Kennedy's hotel room and we spent time kind of talking about how this whole thing would work. And so that was kind of the game plan.

Obviously, we still have, Dan is still the attractive character of the company. He's the core personality, right? His core teachings, trainings, frameworks, philosophy, everything that we're leveraging. But Marty, we want to transition to be the front. So I thought the best way to start that is by doing a challenge. That way everybody in the community can be introduced to him. But at the same time, we don't want to lose Dan in the equation. I've seen a lot of people who have, in fact, other people who have bought Dan's company in the past.

I've seen other people who have tried to do this. They try to take the guru out of it. They try to take that person out. And when they snuff out the voice that people are there to hear, that's when things collapse. And so the vision I had as we were creating this is if you've ever been to Tony Robbins' UPW, Tony used to teach for four days. The whole event was Tony teaching. Four days of him getting you in state, you're jumping around, you're doing a bunch of stuff. But then, um,

eventually Tony's voice started going, you know, started losing his voice. That's why, you know, that's why Tony talks like this now instead of, you know, like, because he was doing so many events, his voice was having problems. So then Tony brought in, um, someone named Joseph McClendon and anyone who's ever been UPW, you know, Joseph McClendon, he's kind of the sub attractive character, right? And, uh, Joseph now runs the days that Tony's not there. So Tony's there day one and day four, I believe. Day one and three. Yeah, day one and three.

And then Joseph McClendon teaches day two and four. But what's cool is that Joseph doesn't just get up there and now start teaching Josephisms for the entire day. He's there to talk about how he's applied Tony's principles. Then they push it back and they show videos of Tony, which if you've ever been to the UPW day two, you know, it's like Joseph on, on stage talking about a principle,

showing how it worked in his life. And then they collect to a video clip. Tony goes and teaches it. Joseph comes back out, reinforces it. And they keep doing that for the, for the other two days. And so I was like,

if we could do something like that, that would be the magic. Cause I'm sure. Yes. I could pay Dan and we could weave Dan into this challenge and be amazing. But like, I don't, I wonder like what's gonna happen someday when Dan's done when he retires or whatever right we needed to figure out the model today so it could be sustainable over time and so uh for the challenge I made Marty the face of it Marty was the face we talked about like when

people opted in that it had Marty's you know Marty and Dan Kenny's face on the registration page after people registered for the challenge the on thank you page, we had an upsell for, um, for the no BS newsletter, right? For the MIFKI. And so we had Marty actually do the one who was actually pitching that, right? He said, you know, I'm excited to be spending time with you guys over the next five days. I'm going to Dan Kennedy students. I love them.

Uh, I'm going to be your lead trainer over the next five days. And so I just want to say hi. And by the way, this is why you need newsletter. He was able to talk about what it's been his life, why it's so important, why they need to buy it. Right. So we were able to use him as a attractive character there. Then when the challenge actually started, again, Dan was not part of the challenge,

right? Instead, it was Marty teaching a principle or philosophy, showing how to apply to his business. And then we push it to video of Dan from the past. Dan teaching when it was renegade millionaire seminars or one of his half day events or one of his, uh, you know, super conference or info summits teaching the principle we needed. So we pushed the video, Dan would teach the principle, Marty come back, be able to reinforce the principle, talk about it and show it to other people's lives. And that's what we did for the five days

back and forth and back and forth. And, um, obviously for me, I was a little nervous cause it's, it's different, right? Like, like, how's this going to work? Can we, can we bring somebody else in or is the community going to like them or Are they going to connect with them? Is he going to be able to sell at the end of it? Right? Like Marty sells people at his events, but he doesn't sell them the way that I like to sell, right? Like he, he had never done a challenge before. So we had to go back and sit down and with him, spend time leading up to like teaching him, okay, here's the challenge framework. I had to teach him the perfect webinar, right? Cause perfect webinar script is basically, that's what the challenge funnel is, right? You're breaking that instead of a 90 minute webinar, you're breaking out in five day event.

And so I teach them like, like how to structure the concept for day one, two, three, four, five, and then we'll get to the, to the offer. How do you structure the pit, the stack and the clothes? And like, and so we had to go through all of that with him and man, Marty's like a, an amazing student. He was studying, he was learning, he was like writing and rewriting and pitching and practicing. And like, it was just awesome. And so when we got down to it and the challenge actually happened, um, he went in there and did an amazing job. Um, but you know, when all of a sudden done, like the only thing that really matters in a day is like, do people buy on day four? If they did, it worked. They didn't, then something was wrong in the way. So this was kind

of, um, for Marty, this was basically trial run to see if he could actually do it. Right. And, uh, what's cool is that you went through the whole process, um, just from the registration page, right? People register. And on the thank you page, we had the MIFGI offer that pushed people into no BS newsletter. I think we had 600 people that signed up for newsletter, which was a huge win. Adding 600 people to continuity before the challenge even started is always a big win. Right. And then we did the challenge day one, day two, day three. And then day number four is where Marty had his first chance, the first time ever doing the stack and the close, which again, if you've been in my world,

and you've studied the Perfect Webinar, it's the secret, it's the most powerful thing I can teach about a close sales to the masses is the stack and the close, and he executed it flawlessly, and we saw the sales start flying in that day, the next night, the next day, he did kind of a repitch, which was great as well. And then we watched over the next 48 hours before we, as we did the cart close down sequence, the sales kept coming in for the thousand dollar

offer that we made at the end of it. And when all said and done over a quarter million dollars in sales, over $250,000 we made from the pitch that Marty did during the challenge. And so it was fun. Now, obviously I could spend this podcast talking about challenge structure and format, but that's not the point of this, right? This was us saying, okay, we need to do something to bring another track to care. Someone who in five years now, 10 years now that the community can connect with, they can understand someone who's not going to try to take all of the, you know, like so many people, especially people in the past who bought Dan's company, they want to make it about them.

Like, oh, look, I'm the owner. I'm the person. And for me, it's like, I want Dan to be the superstar. Like, this is not about me propping myself up. This is about propping Dan up. And Marty did such a good job of like being willing to do that, right? And so I wanted him because like for the next five, 10 years, like he's the kind of person who continued to prop up Dan.

And he'll get all the significance he wants and needs, but he'll do that by propping up Dan and telling the story about Dan Kennedy and how he's changed his life and the philosophies and principles. And I think that, especially after the first run, I'm excited. We have the next few things set up with Marty to keep going forward. But my goal and my hope, my dream is that he'll be the forward-facing, attractive character of Magnetic Mark and moving forward for the next decade or more.

And then be able to weave in the teachings, the timeless principles and teachings to Dan Kennedy, uh, in the same kind of way. Um, as we're moving forward and we have live stuff we're doing with Dan, we're filming each of these pieces, knowing that this may be a challenge in the future. This might be a webinar in the future. This might be a live event, you know, like, and so we're trying to capture as many of those things as possible with Dan while we've got him as long as we got him before he moves into his retirement, which, you know, hopefully never actually comes. But, um, but that was the, that was the goal with, that was kind of the exercise. And on top of that, obviously we did a challenge funnel. If you heard me talking about the linchpin, like he did the linchpin, he got people in the

continuity, got people to buy the high ticket version of the continuity. Like it flawlessly executed the linchpin formula that I've been talking about and teasing about. Those are fun. I can, I've sought. Um. So it's exciting, like it worked. But the biggest success for me was like understanding how to put in an attractive character that takes the weight off of yourself, right? Initially, when you start a business, it's gonna be you, right? Initially, it was Dan Kennedy.

He was the one that did this all. He was on speaking on stages around the world. But when he got to the point where like, I don't wanna keep doing this, how do I do it? He had to find someone else. For a while, it was Bill Glazer. And now moving forward in the future, it's gonna be Marty Fort. And so for you, I want you to think about

the same thing. I am a big believer that you need an attractive character to launch your business. It's the thing that gets it off the ground. It's the thing that it's the ads. It's the, it's the connection. It's the, the relationship with you and the audience initially, understanding like, Hey, if I want to sell someday, I can't, it can't just be me. Right? So bring in an attractive character. I've seen people successfully do it where there is, there's a man, they bring in a female face. Now it cuts the workload in half, right? Or they bring in three women and three men

and all of a sudden they become one of many experts. But it initially still starts with one as the attractive character. Using that to get the business off the ground, get it into the stratosphere and then it starts thinking strategically. Okay, how do I start replacing myself in different places? You'll notice this happening in the ClickFunnels ecosystem over the next 24 months or

so. You will continue to see my face because I'm going to continue to talk to you guys about funnels and all the cool things related to that. But you'll probably start noticing other faces, other voices, other people as well. And this is all part of a long-term strategic play so that someday if I decide I want to retire, I'll go read a book or go write some more books or whatever I want to do that won't affect the health of the actual business. And you do that by kind of thinking strategically about how to replace yourself as an attractive character moving forward. So I hope this helps you guys as you're looking through. There's a big magnetic marketing update.

Again, the company is thriving. I'm having so much fun with it. And the best part about this is I got a fax from Dan this weekend because you know like Dan's my hero he's my mentor he's like the person when I first got into this business I always wanted to impress him and I didn't want to come into this business

to be the guy who was trying to like you know leverage him to get credibility or anything I wanted to like to put him on a pedestal and so I got in the fax from him it said at the end of the fax

it's best Dan and he said P.S. it is a pleasure working with you and I believe that we are doing good work what i hear from president past members and clients who are our members is all positive which never happened with any of the previous owners even back to bill which is literally the greatest compliment i could have possibly gotten from dan so that said we've got a lot of work to do with magnet marketing more cool things coming we've got some cool new books coming out dan and i are co-authoring a book right now um it, it's some really fun stuff. So I'm excited to share it all with you guys. Thank you

guys so much for subscribing. Uh, if you're not a member of the no BS newsletter yet, uh, surprise, surprise, it is officially sponsoring this video and this podcast. So go to no BS letter.com, go get your, uh, huge money-making kit. I think you get like $11,000 with the money-making goodness for free when you sign up for the no BS newsletter. So go to no BS letter.com to go get that. And there's my shameless plug. I appreciate you guys. Thanks for listening. And we'll talk to y'all soon. All right, this is Russell again. Well, thank you so much for listening to this episode. If you enjoyed it, please share it with somebody you know who could benefit from it. Let them listen to it. Hopefully you guys enjoyed it. And again, if you have any questions for me about this episode or any episodes, go to marketingsecrets.com. On the homepage, you can submit a question that's come directly to me and I'll answer

them on the next, one of the next podcast episodes. On top of that, when you go to marketingsecrets.com, you can see the video version of this podcast. You can see the show notes, a whole bunch of other stuff, plus all the other past episodes. You can go and binge watch them there. Thank you guys again for listening to the Marketing Secrets Podcast.