Marketing Secrets with Russell Brunson - One Of My Secret Shortcuts To Success

Episode Date: August 17, 2020

This is one of the keys we used to grow our company initially that I totally overlooked and forgot to talk about. On this episode you'll hear Russell talk about a strategy he used a lot when he was getting started in business. You'll hear about: Creating products for someone else and letting them keep 100% of the profit! How he continues using this strategy today (with Tony Robbins!) And how these products/services may seem like failures in the short term, they help build your online presence in the long run. So listen in to find out how you can use this strategy in your business. Transcript - https://marketingsecrets.com/blog/336-one-of-my-secret-shortcuts-to-success 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. What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today I'm streaming to you from an amazing cabin out on a lake with my family. And as I've been sitting here just thinking away from my computer for a while, I started having some realizations about one of the biggest keys

that helped me get success initially that I forgot about. And I've been watching some people who have been using this strategy and this concept strategically to grow their companies quickly. So I want to share with you some of my thoughts. 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 answers. My name is Russell Brunson, and welcome to Marketing Secrets. All right, so when I first got started in this whole game, and it was interesting because I didn't have, we talk a lot about resources versus resourcefulness. I didn't have any resources. My wife at the time was making 9.15 an hour.

I had no job as a wrestler, and we were living in an apartment that was like $475 a month between that and, uh, and grocery money, like the 915 hours she's making did not go far. So we didn't have any resources. Right. So I get it when people are like, I don't have the money. I don't have the resource. Like I was there. And so for me though, and this is before, before Facebook ads, before all these things, it was like, how am I going to be successful? And so I started doing, and I didn't call it dream 100 at the time, but literally we were going through and finding Dream 100 partners. Like I was looking at the people, I was like following all the people in the market that I wanted to be in. And I was just so fascinated by them. I looked at what they were doing, how they were doing it, the products they created, what they were launching. Like I was on

all their email lists. I like read every email I sent out. I said before podcasting, even if they went to podcasts, I would listen to them. But back then we did tele seminarsars i would get all the teleseminars i was just like i was watching what everyone was doing and i was like immersing myself in this market trying to understand trying to get my finger on the pulse of what was happening and why it was happening and who are the players and what were they doing and and why were these guys's products doing so well like what were the different hooks and the angles they use and they just i don't know just watching and um i was mesmerized i remember i felt like i like stepped into this world with all these producers, all these people making tons of money. And I was just like a little kid in a candy store, just watching and observing. I remember looking at

all these things and just thinking like, man, like how, like, I don't know what to create. I don't know what to do. I don't have any ideas. I'm not creative, you know, but I was watching them. And as I see people doing different things, um, I started getting ideas. And it's funny because I think so many of us nowadays, we have ideas for a product. And so we go and we create this product and we create it, you know, the thought that I'm going to create it and go sell it, it's going to be my product. For whatever reason, that wasn't my initial concept. My initial concept was always like, what can I create with that person? I think part of it is because, I don't know, I had like the hero factor, I was idolizing, whatever you want to call it. I was just like, there's these

gurus who are so cool, like how cool would it be to work with them hero factor. I was idolizing, whatever you want to call it. I was just like, there's these gurus who are so cool. How cool would it be to work with them? And so as I started creating, as I started having ideas, my first few projects were all like, I never thought of them like, let me create a product and have this person promote it. It was like, how do I create something with that person? And so I'd go back and I'd pitch them like, hey, you're really good at this thing. What if we create this thing together? And that became these things. I was trying to come

to the table with something amazing. And I thought, you know, if I did all the work and I did all the heavy lifting and I gave it to him, they would promote it and it would be a win-win. And so I was in the role of like, I'm going to do a hundred percent of the work. They're going to do nothing, but I'm going to leverage their name and their credibility and their list. And so one example, um, uh, one of the guys who I studied a lot at the very beginning was a guy named Alex Mendozian and Alex is a genius. And I remember a time he had this course called, um, uh, we had a bunch of courses. He had a postcard, I think it's called postcardmarketing.com or something like that. I don't know. It was a post postcard course about

same time there was this, there was a network marketing program coming out called send out cards and i was like oh my gosh alex needs to send out cards he's teaching people postcard marketing this is a tool that works that way and so i was like i was like i want to create something with alex that'll get people into this thing and so um i went through and create an idea for it and i was like here's the project here's the idea here's the i mapped it all out and i you know it took me a while to get a hold of him get through all his gatekeepers and finally i pitched it to him I was like here's the project here's the idea here's the I mapped it all out and I you know took me a while to get a hold of him get through all his gatekeepers and finally I pitched it to him I was like here it is and at the end of it he's like what's in it for you and I'm like dude I just want to do this project with you keep all the money I don't even care like I just want

you to promote it and like get my name next years and you know and and uh luckily he eventually said yes and I killed myself on this project and um that probably the best example because that project ended up going anywhere, but that's how it worked. And I did that over and over and over again. It's like all my early projects, they were, they were co-branded. I found someone who was already successful, who had something, I brought something else to the table. I did all the work and they just promoted it. And, um, uh, and that was kind of the thing. And I was able to leverage their credibility and their things. And it was awesome. And, um, for a long time, that's's how i started growing my company i was piggybacking on the backs of all these other

people and i was co-branding products together i do all the work slap their name on it and it was amazing um i remember i came out with a product called the rss auto or rss generator and at the time armor more had like 20 different generator products i remember i created this whole product spent a ton of money energy like really expensive and i remember designing the site and all of arman's sites at the time had his head up at the top so i had the site designed with his head in my head on the top and i remember bringing it to him like hey uh do you want to add another product to your product line he's like what do you mean i'm like well you have all these you know e-cover generator header generator blah blah how would you like to own rss generator and i said go check out the site you went to the site

and there's the pitch the the site done it's's finished. His brand's got his head on it, my head on everything. And he's like, dude, that's amazing. I'm like, do you want to partner? He's like, sure. And I remember the next big seminar he promoted from stage, this new project that me and Russell have been working on called RSSR Responder. It's crazy. You know, right now we're trying to, we are about a week away from launching a big project with Tony Robbins. And it's this new software we created that's insanely cool. And it's kind of software we created. That's insanely cool. And, um, it's kind of the same thing. We built the whole thing and then came to Tony like, Hey, uh, this thing's done.

Do you want to be part of it? And he's like, yes. And so now it's Russell Dean and Tony's software. And, and, and Tony didn't do anything right. But he used to show up, he puts his name on it and we're gonna leverage his credibility. And it's, you know, it'll be arguably the greatest launch in the history of, of the world. Right. Um, and so I get into this day, I'm still doing it. And I start looking at like some of the people who've come into the ClickFunnels world who really,

really smart, right? Jim Edwards is a good example of it. Jim came and he could have easily came to me and said, Hey Russell, I have this software that writes scripts for people. You should sell to your list. And I would have said no, but instead he came to me and said, Hey, I have an idea. Um, I have all this cool software. what if we made a new version for you and i'm going to use your scripts from your books and we're going to build this thing and uh and we'll call it funnel scripts and he pitched me on this idea and i was like what i need to do is like nothing i will do all the work i'll do the effort i'll do everything all you do is you got to put your name on it and sell it with me and i was like like, done. And so we did that. And look at now it's been, it's been what, three or four years since funnel scripts first

came out. And that one product alone has hit two common club X. Um, Jim makes a lot of money every single month and, and he did all the work for it, but he came and co-branded it with me. And, and it's this thing now that we sell every single day, like consistently it's, it's in and of itself is a huge business, just this one thing. But he was able to come to us and kind of leverage our credibility, you know? And, um, and I think that if you start thinking about things that way, especially as you're

getting started instead of like, just, I'm gonna create a product, I'm gonna go drive Facebook ads, stuff like that. Like, how do you, how do you latch on to people already have the credibility already have these things? How do you co-brand something together? Um, there's no, there's no rules. You make anything you want. How do you latch on to people who already have the credibility, already have these things? How do you co-brand something together? There's no rules. You can make anything you want.

I've got another good example. Inside of Two Common Club X coaching program, we're building out, having everybody do these summit funnels. And so we're launching a new company with the students to show them like in real time this whole thing happening. And so we're doing a summit just like them. And we're asking those people. And we got somebody who we approached to be part of the summit who has a million-person list. And they're like, oh, we can be part of the summit, but we're not going to promote. And we're like, what would it take for you to promote?

And they're like, I don't know. What do you have? And so we came back and said, well, instead of paying you 50% commission, we'll pay you 100% commission. Instead of this, what if we did this? And we just gave them everything. And they're like, done. And now we've got someone who's got a million-person list who's going to be promoting our summit, which is insane, right? But we had to renegotiate, figure it out.

And like, it wasn't so much, it was co-branded, but, but same thing. I think we're like leveraging their credibility and giving them whatever it takes. Okay. I have friends in the past who have gone to affiliates and said, you know, promote my product. We'll co-brand it. I'll give you a hundred percent of the commission. Oh, in fact, okay, here's another funny, sorry. The story was kind of a funny one.

Some of you guys know who Logan Paul is. Um, I'm not going to give you my opinion on him or it or anything, but, uh, he posted on Twitter the other day that he'd give $10,000 to any influencer who could be in a wrestling match. And, uh, and so obviously I was like, dude, so I run back. I said, I'll give you a hundred grand if, uh, if you wrestle me. And if, if, uh, if you win and if I lose, uh, or excuse me, I'll give a hundred grand if you win. And if, and, uh, and if I win, I'll give a hundred grand to charity to OUR. And so I'm putting out there and it's been funny. I've been texting back and forth. I'm trying to set up this huge wrestling match, uh, with, with Logan Paul. And it's funny cause if you don't

know Logan, he's got like 20 million followers on YouTube. He's got 18 million on Instagram, all these things. And it was funny. We're kind of negotiating this thing, which I'm hoping happens, cross your fingers that happens, but we're going back and forth. And, and he was asking me like, well, what's in it for you? Like, what's like, I was like, look, I'll pay you a hundred grand win, lose or draw. Just like, let's do this thing. I'll pay a hundred grand. I'll donate money to you. I don't even care. And he's like, what's in it for you? I'm like, dude, what's in it for me is I get to wrestle Logan Paul. Like that's going to be on a YouTube channel for near 20 million people you're gonna instagram it like like i'm just leveraging for the credibility i'm like i was like you can sell tickets this thing you put 100 of the money i don't want zero

dollars from it like i'm just leveraging you and your credibility and your personality to to bring more people into my world right um and i think that i just i don't know i just want you guys to start thinking that way i think so many of us think about the short term, like how are we going to make an immediate ROI? It's like, no, no, don't worry about that. I'm not going to make any money off my Logan Paul wrestling match. I'll lose money. I'll give money away. But it gives me publicity.

It attaches my name to this thing. It does all these things now, if I'm able to pull it off, that will in the long term make me insane amounts of money. That's what I'm looking for. I'm looking for these partnerships. Think about that as you're building your businesses. Think about, um, the projects you have. Think about the ecosystem you're in. Who are the influencers? Who are the people that have the list? Who are the people that have power, that have money, that have connections, that have like these things? What can you create? Instead of giving them pros affiliate, what can you create?

You can co-brand and let them be part of it, right? Where you do all the work, they slap their name on it. They promote to their list and you split the money. Maybe you don't split 50-50, maybe it's 90-10, like whatever, like take less money, but then you're building your list, your credibility, your reputation, like all those things. You know, in the short term, if you looked at most of those early projects I did, the co-branded projects, most of them from the outside look like failures, right? But if you look at the compounding over a decade, it's like this one led list, this led list, this led list. Every single time it introduces me and my personality and my brand to a new segment of the market, a new segment. So eventually it's like, man, I see this guy

everywhere, right? I see Russell everywhere. How many of you guys have ever felt that before? Like, man, I see Russell everywhere. I open up my phone and he's, wherever I go, he's there. It's because I am. I'm there on podcast interviews and they're on ads. I'm there on, you know, many things I can. Hopefully I'll be there on a wrestling match, like all the things. And, um, that's kind of the goal. So I hope that helps. I just put that thought in your head.

It's just starting to think through this and your businesses, how to put them all together. Um, that said, we're about to go and jump on some boats and some jet skis. So I'm going to bounce. Thank you guys for listening today. If you got any value from this, please take a snapshot of it and post it on Instagram or Facebook and tag me on. I'd love to see it. And let me know your biggest thoughts, your biggest takeaways and, uh, and drop some ideas about like how you think you could co-brand your next project or take your existing product and co-brand it with

somebody. Um, and if you do that, uh, I want to know about it because it's going to be a shortcut to your success. Thanks so much you guys. And I'll talk to y'all soon. 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 way 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 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 gonna help you 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.