Marketing Secrets with Russell Brunson - (MS) Part 2: From Momentum To Domination

Episode Date: November 25, 2022

WARNING: This is an advanced strategy to geometrically grow your business in ways that most people aren't even thinking about. 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

Hey, what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Last episode, I talked about getting into momentum. And I promised you that I'd do another episode today talking about the transition from momentum to actual domination. And so that's what we're talking about. Hopefully you are excited, hope you're prepared, and hope you are ready for some fun. You're listening to Marketing Secrets with your host, Russell Brunson. I'll tell you guys I'm a wrestler. In fact, I just got done at a four and a half hour wrestling practice today. I've got the high school practice in the mornings from this is we're Thanksgiving week right now as I'm recording this. So the week prior to Thanksgiving or the Monday, Tuesday, Wednesday prior, we have wrestling with the high schoolers from nine to 11 and the middle schoolers from 11 to one. And since I have high schoolers and middle schoolers, I'm there for four or four and a half hours every day wrestling.

And so my mind's on wrestling because that's where we're in the middle of it. But for those who haven't wrestled, I'm sure this is true in most sports, but in wrestling, what will happen traditionally is you'll go out there and you'll start wrestling somebody, right? And you're moving him and you're, and both guys are, you know, you start a match, you're both a lot of energy, you're both going through the whole process. And what I need to do is I have to figure out how to get into momentum, right? So I'm moving, I'm moving and getting the jump around. I'm getting him to step and everything like that. I'm trying to open them up with my setups. And eventually I start taking shots. And if you can get into somebody, um, you know, and you take somebody down, then what happens traditionally is then you start getting momentum

and then you start doing better and better. And, um, I think that's why they said like 70% of matches, whoever gets the first takedown ends up winning the match because it gets you into momentum and you're, you're start winning. Right. And so that's the first thing. That's why I talked in the last episode about like the need and the desire to get ourselves into momentum, get us moving forward. But then the second half is as you are into momentum, doesn't mean you're going to win, right? There's still other things that can happen. And so what I found is after I get in momentum, like I have to start putting the pressure on somebody, right? I start putting more pressure. I start, um, pulling on their head and pulling

on their neck, like start snapping more and doing all these things. And, um, over time, what will happen is, and I did an episode on this probably six or seven years ago. I can't remember what the episode was called, but I did an episode on this talking about how you break somebody and you start putting the pressure moment and you start driving and pulling on the head and eventually you can feel this this spot where your your opponent actually breaks right and for in wrestling happens because their back their neck everything gets sore like you just keep you put so much pressure on them that they just can't handle anymore and like mentally it starts mentally but it follows physically they break and all of a sudden like the person goes to meet a good competitor they become really easy and you just kind of start picking up pace and you just beat them. And, um, that's the goal,

right? As you start a match and you get into momentum and then you transition that momentum into actual domination and then you win. And so that's what you're doing wrestling. And the same thing kind of is true in business. Right. Um, and, uh, I told you guys that, you know, with, with, uh, last year, our goal was all about like getting ourselves into momentum, have more success. And then ClickFunnels 2.0 launched. And, um, I had this call with my team, uh, like, um, I don't know, two or three weeks after the launch was done and over, and we'd finished a bunch of our events and got everyone on our team on a call. And I want to thank everybody for their, for their work. And I said, you know, now that we've, we've gotten to

momentum, we can't stop. Like now is where we have transitioned from momentum to domination. Like we have a long way to still go before we win this match, right? Getting it, launching it into the universe and getting it out there is big, but if we want to dominate the market, if we want to become the category King, if we want to take up the market share, now it's like transitioning into putting this pressure on, uh, and increasing what we're doing. And so I told you guys that like, um, during the last episode, there were two like things that happened, um, during the ClickFunnels 2.0 launch that kind of opened up my eyes to this. Um, the first one was my interview with Damon John. How many guys had a chance to listen to the interview? Hopefully you did. If not, maybe I'll have my brother pull

that and use that as an episode. It was really, really good. Uh, but I had a chance to interview Damon about his business and how he built FUBU from whatever to – from the ground up to $6 billion in sales. And it was interesting because he shared a lot of tactics and techniques and things he did. But one of the things that he shared that was so – it was like a little thing he said. And I actually – I missed it the first time I did the interview. He said it and I didn't think too much of it. And then when I actually watched the interview back during the year first funnel challenge is where like, he said it again. I was like, Oh my gosh, he's brilliant. So what he did is he took FUBU and I think FUBU was, I think initially just a jeans line or something.

He said that when I licensed it. And so I thought licensing it meant he took, he took it and he licensed it to, to China and Japan and to Brazil and to, you know, all around the world. And he did, that was one of his strategies was licensing it country to country to country, but he didn't just license the country to country. Like he told me that was part of the strategy. He said the second part of the strategy was he actually licensed, um, it to the other departments inside of the actual store. Right? So he got the, the jeans, uh, the jeans FUBU and he walked around the store. He's like, Oh, well there's a shoe company here. It's like, I'm not going to go build a shoe company,

but I'm going to license the FUBU brand to the shoe company. And I'm going to license the FUBU brand to the backpack company. And I'm going to license the t-shirt company. I'm going to license it to all the other departments inside of the store. That way, if someone walks in the store, it doesn't matter what they're going to buy. There's FUBU everywhere.

But they only produced one thing at FUBU, right? Everything else was licensing. And like, that was the aha. It was like licensing it country by country, but then also licensing it within all of the other verticals that are close around you. Okay. And so there's, there's one of the hints. And then, uh, the second time I caught with this was, um, the last day of my inner circle, after I got done, I jumped on a plane and flew out to the Napoleon Hill foundation, which was so cool. And it was interesting though, cause I had a chance to go out and meet, you know, the board of directors, everyone who runs

the company or runs the foundation, whatever it's called. I met those people how they do it. And I had a chance to see how they've grown that business. And it's interesting because they built that business all through licensing as well. Right? What will happen is the Napoleon Hill Foundation will go through his works, his writings, and they will publish a book or a course or something. And they take that and then they license it to different countries right so they license to brazil and to japan and to canada and to north america and south america and like and they they licensed all these other countries and everyone else goes out and doing the selling they get up for a licensing fee and then they also go and they get royalties on every single sale that happens and so it was really cool seeing

that twice seeing damon johnson's how he built his billion dollar empire seeing how the point hill foundation has kept his work alive for so long. It's all about these ideas of licensing what you're doing. And so for me, and I could do a three-day event on this. Maybe I will someday. But what I'm trying to do is take what we're doing and looking at it through that lens of like, okay, I have my efforts I can do, and we can push hard. We have pushed really, really hard, right? But if I want to 10X the

company, how do I do that? You know, part of me is like taking, again, I can go deep in this whole strategy. This is going to be over most of your guys' heads, but imagine this. We have ClickFunnels in the middle, right? And those who've learned me talk about the linchpin format, this will make sense. But if not, there's this business structure that we're using to grow ClickFunnels. It's a linchpin. I talked about Funnel Hacking Live, but that's the structured value ladder we're using to grow ClickFunnels, right? And then we have structured value ladders outside. So there's one that's marketing secrets, which is all of my information products, right? And there's a linchpin structure there that we're growing leads profitably. And then we refer those people

back into ClickFunnels, right? And then we're doing the same thing with Dan Kennedy's company, right? Dan Kennedy's company is his own standalone company. It's using the same linchpin format and framework. We're using that to grow up customers and leads profitably, and then refer people back into ClickFunnels, right? And so we're doing that with multiple other companies. If you start looking over the next year, you'll see ClickFunnels that we've licensed or repurchased companies all around ClickFunnels. And we're using this model to bring people in profitably. And then from there, refer people over, right? So for most of you, that's going to be way over your head, but conceptually, that's what I'm doing. There's the,

there's the play, right? But now I look at this and I've got marketing secrets, right? With all my intellectual property, my books and things like that. So my next step is like, how do I take that and now license it? How do I do what FUBU do? How do I do it at Napoleon Hilden? So I take marketing secrets, my brand, my intellectual property, everything, and I can license it to Brazil, to China, to Spain, to France, to Italy, to like as many places as possible. And then so we do it there. But also I can license my intellectual property to different industries right so how do i license marketing secrets for chiropractors for dentists or for restaurant owners or for whoever right so i can license it to all the other verticals but also

all the other countries okay i can do the same thing dan kennedy's company i have dan kennedy's business built out in a certain way and we can take that and same thing as we go when we license it to different industries and then license it to different countries as well. And then each country you could license it by industry as well. Like it opens up this thing where now all of a sudden you geometrically grow your company. You're not growing up adding another offer. You're growing by taking the existing offer and offering it to a different marketplace, to a different segment of the market, to a different country, to a different vertical, to a different thing. And that's how you start geometrically growing.

Does that make sense? Anyway, I know that's going to be above the head of most people listening, but for those who are looking like, how do I get from momentum to domination? Like this is the strategy. These are some of the things I'm looking at. I'm playing with right now to be able to go from good to great, right? You know, we've had a chance inside of the English market for the most part with Russell Brunson as the front end to get to almost $200 million a year in sales. For me to get to a billion dollars, it's like I got to clone myself a bunch of times. So how do I

do that? I do it by licensing my content, my intellectual property to other industries that are verticals, but also to other countries. And then when someone goes and buys those countries and from there it gets pushed back into ClickFunnels to continue to grow the ClickFunnels business and brand. Okay. And so there is the strategy, how we're going from momentum to domination. And it's going to be fun. You have a chance to watch me do it over the next, you know, who knows, 12 months, 18 months, two years, three years, 10 years, whatever that is.

But you'll notice on my side, I'll probably be producing less new stuff. At least, I mean, for the most part, between dot-com secrets, expert secrets, and traffic secrets, I kind of set it all. Like all my core frameworks, everything's there, right? So my goal isn't to go develop more stuff. It's like how to take the stuff that we know works and get it into more people's hands right and so that's kind of the overall goal and model and thing that we're doing um over the next little bit so hopefully it gives you guys some hints and some ideas like i said i'm an open book i'm gonna keep talking about it some of you guys will grasp the first time seeing is like i'm not ready for this i'm still trying to launch an offer us a little like cool keep focusing on building an offer but as you get to

an offer it's launch is growing now it's when you on building an offer. But as you get to an offer, it's launch, it's growing. Now it's when you come back and say, okay, how do we grow this? How do we scale this? That's when we start having these little conversations. Those who are there right now, like, man, I've grown. I've maxed out on Facebook. I've maxed out in these different places. How do I start really getting domination? It's like you want to have conversation domination, right?

Where your message is everywhere, in every market, every country, everything is your message over and over and over and over and over again. And so that's the goal, the game plan, and the moves I'll be doing over the next two years or so. So I'd say if I was you, pull up a bag of popcorn, sit back and relax and watch it happen. But then from as you're watching that, look at ways you can model it and use it in your business as well.

So anyway, I hope that helps. Hopefully you guys who are listening to this during Thanksgiving week, you enjoy Thanksgiving with your family and friends. I'm thankful for you as a listener, as a customer, as someone who's giving me your attention. I don't take that lightly. I know that all of us are busy. We'll have a million things happening. And the fact that you've dedicated almost 12 minutes of your life today to listen to this message means the world to me.

And hopefully it'll help spur ideas, thoughts, and things in your mind so you can start growing your business and get your message out to more people around the world. So that's it. Thank you so much for listening. Appreciate you all. And I will talk to y'all soon. Bye, everybody.