Marketing Secrets with Russell Brunson - My Framework For Selling Frameworks

Episode Date: February 19, 2020

One small tweak that most people miss, that's the difference between teaching your framework and selling your framework. On this episode Russell talks about how he sells a framework and how it is different than teaching a framework. Here are some of the informative things you will hear on this episode: Why you sell frameworks almost the same as teaching them. What step is missing when you are selling. So listen here to find out the framework Russell uses for selling frameworks. Transcript - https://marketingsecrets.com/blog/286-my-framework-for-selling-frameworks Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everybody, this is Russell. I'm still in Puerto Rico and I got one more clip from Funnel Hacking Lab I want to share with you guys. And if you've been listening to the last couple episodes from Funnel Hacking Lab, the first one I shared is what is a funnel hacker? I talked about being an entrepreneur by birth, but a funnel hacker by choice. And what is this crazy community you've chosen to be part of? And then number two, I talked about the five steps you go through to find your voice, including how to find and test your own frameworks. And then yesterday's episode was all about how to, um, how to actually teach your frameworks. Today is a little shorter episode, but it's about how to actually sell your frameworks. And this is one of the things that I think a lot of people miss. In fact, I missed it a lot until I started really digging deep in this. And also I realized I'm like, Oh my gosh,

there's this commonality. And when you understand it, um, it becomes really powerful. So that's the hint. That's what I'm going to give you right now. We're in cute theme song. He has listened to that. And when we come back, he was to have a chance to hear the final, the ending part of my presentation from funnel hacking live, my keynote presentation. Um, and we'll kind of wrap out this, uh, this series on frameworks and how to find them, develop them, create them, teach them, and also sell them. 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. Now I want to show you guys my framework for selling frameworks. Okay, it's very similar, but it's different. Okay, when I'm teaching a framework, I teach all those things. When I'm selling, it's different. When I'm selling, number one, I still tell about framework I teach all those things when I'm selling is different when I'm selling number one I still tell about

how I learned or I earned it number two I still teach this strategy but I don't teach the tactics and I share the case studies okay what somebody typically is buying from you is the tactical it's here's the process here's what it is okay so if I'm selling something I don't teach I don't do number three I do number one two and number four okay so if I'm selling something, I don't teach, I don't do number three. I do number one, two, and number four. Okay, so let me show you an example of this. So, how many of you guys have seen my Funnel Hacks presentation? It's the presentation that built ClickFunnels.

If you haven't seen it yet, that's shocking to me because I did that webinar live over 100 times and it's been on AutoWebinar for four years now and it's sold $100 million plus of ClickFunnels. So if you haven't seen it yet, you should at least watch it because it's really good. I put a lot of effort into it.

But if you look at this, watch how my slides mimic this process, okay? So number one, I tell the story about how I learned or I earned, secret number one, right? So I talk about Tony Robbins taught me if you want to achieve success,

you got to do this. And then I talk about the pioneers. I talk about Porter Stansbury. I tell the story about how I learned or earned this tactic, right? Then I switch over to the strategy. Okay, here's the strategy. Step number one, I'm here sharing my framework for my funnel hack. Step

number one, you got to funnel hack someone successful. Step number two, you got to buy the product. Step number three, the success of movement. Step number four, building click funnels. Oh, and by the way, my product eventually actually step number four. But I still have a framework for success for them, right? Then I skip number three. Okay, because number three would be like, okay, let me show you a 50-step, six-step tutorial about how to actually build your funnel and click funnels. Let me show you, you know what I think? I skip that and I go directly to the social proof. Here's Organifi, here's what we do with their funnel.

Boom, okay, and that's how I taught that section of the framework. Then I move on to secret number two in my framework, okay? Same thing, I start right here with how I learned where I earned it. Back in the past, what we had to do, we'd have programmers and designers and analytics people and it was super hard.

I had the tech guy and this and this and this. But then we figured out a new way, a better way. Let me show you the strategy. Then I do my demo click funnels. And the demo click funnel shows the strategy. Step one, I pick a template. Step two, I pick the funnel type. Step three, I walk through the framework for how I build a funnel inside click funnels, right?

Then from there, I skip number three and I go into number four, which is here's the case study. Boom, boom, boom, boom. How much case studies? Okay. All right. Same thing now secret number three same thing. Okay number one I tell how I learned I earned it. Okay, Google slapped me again. Here's the framework step number one I figure out where other people get in traffic from September to I go to similar web September three I look at this at number four boom boom boom boom boom I go through the whole the whole framework of how I get traffic. And then from there, I end with a case study of how it actually happened.

Okay? Do you see how that works? So when I'm selling through a framework, I teach number one, how we learned and we earned it. Number two, I teach a strategy. And number three, I show the social proof.

Does that give any of you guys any ahas? Okay. I'm dropping some things now. We're gonna, throughout this week, I'm gonna be sharing other frameworks. We're gonna talk about the story selling framework tonight after dinner to be sharing other frameworks. We're going to talk about the story selling framework tonight

after dinner, which is going to be going deeper into like the story parts of stuff and how we craft the stories and we orchestrate them, all those kind of things. It's going to be really cool. But one way to kind of

close this down with is this week, you guys, I want you to understand that I'm going to be showing you guys a lot of frameworks. In fact, some of my presentations are like 10 minutes long. I come down and I'm like,

okay, I got to show you guys a quick framework. I'm going to go for 10 minutes on a framework. I'm bouncing back out again, and the next speaker will be out. Okay, every one of our speakers is going to be showing their framework for success. Okay, when you guys see the framework, understand it, start mastering these frameworks as you're doing that. Okay, so master the frameworks you're going to be giving

during Fun Hockey Live. And then number two is as you're thinking to start designing, what are the frameworks for your business? Okay, come back to this. Like, what is the result that my dream customer is paying me for? I don't care what business you're in they're all paying you for a result that's the only reason why people buy stuff they want a result what is the result and start thinking what's my framework what could it be i got to figure out a name for it i gotta figure out like what am i gonna title what's step one step two step three what's my hypothesis i gotta create like this is what i think is right and then i gotta go back home i gotta be a human guinea pig and test it on myself see if i can get it to work for me and if it does

work for me then i gotta go and find other people make be a human guinea pig and test it on myself, see if I can get it to work for me and if it does work for me, then I gotta go and find other people, make sure it works for them and when I have this framework, oh my gosh, this becomes my ads and my opt-ins and my thing and I can sell all sorts of things around that, okay? But that's what I really want you guys to understand is this lens of frameworks we're gonna be talking about,

we're gonna be doing so many things throughout this weekend about it, I want you guys understanding that and getting excited about developing your own frameworks and hopefully you start looking backwards in time about like, oh my gosh, here's all the different frameworks that I've seen Russell use on me. I doodle four of them and you guys will pick out the name of them just by seeing my doodles. Like that's the power of what we're doing. Creating things that your customers remember over and over and over again. Okay, any of you guys

right now who've gone through the perfect webinar framework training, if you get on a webinar, you're stuck like, what do I do? What do I do? You look at the doodle, you're like, oh, I know exactly what to do, right? It gives you the doodle, you look at the doodle, you're like, oh, I know exactly what to do. Right? It gives you the ability to serve your customers at a higher level than you could

by any other thing, any other way when you start creating your own frameworks. Okay? Hey everybody, this is Russell again and really quick,

I wanted to invite you to join arguably the best thing that we've ever put out inside the ClickFunnels community and it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life,

they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact. Some of you guys are a funnel away from growing your company to the next level. And so we created this challenge to help you to create and launch your first or your next funnel. No matter where you are in your business, this challenge is going to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So what I recommend you do right now is stop everything, pause this audio, go online and go to OneFunnelAway.com.

That's OneFunnelAway.com and join the next challenge. There's a challenge starting in the next few days, so go get started right now. OneFunnelAway.com.