Marketing Secrets with Russell Brunson - Rap Videos As Viral Marketing Campaigns with Chris Record

Episode Date: July 1, 2024

Recently, I had the pleasure of chatting with Chris Record, a marketing genius known for his viral rap videos. Chris originally did a rap for ClickFunnels just for fun which outperformed an ad that cost 100’s of thousands of dollars. So on this episode of the Marketing Secrets podcast, we explore the world of short-form content and how it can revolutionize your marketing strategy when it is done correctly. Normally, this kind of insider knowledge is reserved for high-ticket masterminds, but in this episode, Chris and I break down these strategies for everyone. Chris Record and I cover a variety of topics that are essential for marketers looking to stand out in today's digital landscape. From blending education with entertainment to creating content that captures and holds attention, we provide actionable insights that you can start using immediately. Key Highlights: Using Edutainment: Learn how to combine education and entertainment to create engaging marketing content. Powerful Short-Form Content: Discover strategies for crafting short-form videos that drive engagement and conversions. Effective Storytelling: Understand the power of storytelling in making your content memorable and impactful. Series-Based Content: Get tips on developing series-based content to keep your audience hooked. Real Pattern Interrupts: Find out how to use pattern interrupts and the variable reward system to capture attention. Whether you're just starting out or looking to refine your strategy, this episode is packed with valuable advice to help you elevate your marketing game. Tune in and get ready to transform your approach to content creation! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

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RBC helps you maximize your return on life start investing with rbc today just had no idea that it would be so big i just did it for fun because my one of my videographers just said it would be a good idea and i thought why not as well try and we did a wrap and we ran it for all of our market and everything we ended up doing multiple millions of dollars in business but i think this is the future i think short form video content for entrepreneurs is the future. It's a little viral recipe. Music just makes it relatable. It makes it fun. It's like a dopamine hit. You want to be that dopamine hit when they're scrolling through.

As long as you can get that scroll stop and kick in that variable reward system, the dopamine, then your ads are going to perform well. Short form content ads are probably one of the biggest trends right now for the next 24 to 36 months. It's the most slept on thing, especially now in 2024, that every entrepreneur should be doing is creating short form marketing pieces for their funnels and for their long form content. I'm here today with Chris Record, who is someone I've known for the last, I don't know, like 10 years or so, or more than that, I guess. And I'm excited because today we're talking about something different and unique, which is a different way to advertise your businesses using edutainment, is what he calls it. And I'll tell you the story ahead of time, and then we'll jump into this.

But we had just given the Harmon Brothers half a million dollars to make an ad, and it was huge. Productions, lights, cameras, I mean, it was a huge thing. We launched this video and it did well. And then I feel like it was the same week, a week after, Dave got an email from you and you're like, hey, I made you guys a ClickFunnels rap. And we got it. And it was this rap with you as a rapper, Sonny D. And we're like, I don't know what to do with this.

And so we just threw it up and ran it as an ad. And the Sonny D video actually out-converted, got us more trials than the Harmon Brothers video we spent half a million dollars on plus ad spend, which is crazy. And it was the first time I've ever seen something like this. I didn't know even why you did it for us, which was kind of cool. But anyway, so my guest today's name is Chris Record. He's been doing these really cool raps. Right now we're doing another whole project with him doing short- form ads. And so if you're looking for a different, unique way to like get people's attention to stop the scroll, that's just different and fun and unique and your audience will love it, then hire Chris, uh, to build a rap for you. I promise you, uh, you will not regret it. We

haven't. And I'm pumped to have you here on the podcast, man. Always, always a pleasure to be here. Well, so to follow up on your story, uh, I was coming out to your bubble soccer event and I was on the plane and my friend Peter says, you should write a rap for Russell and just like spit it to him there and see if he likes it so I just wrote something on the plane but you were so busy at that event I never really had a chance to do it I'm like now I got these lyrics we might as well go make a video so we just made the video and said here you go hopefully you guys like it we had no idea that it would be one of your top converting ads though how long did it take you I've no idea the whole process from writing to produce like it looks like this huge production is it or I don't know how that all works.

It's actually not a huge production at all. So most all my videos, we basically, a lot of them, we write the lyrics, record and film all in the same day. So we just make it up on the spot. That one I wrote on the plane. When I got back in town, we just filmed it out in my, like my driveway and we just filmed it. We just got a couple of like little smoke bombs and stuff like that.

And then we got a couple of shots in the supermarket. We just went in the supermarket and filled it up with juice yeah we just stole some shots of supermarket it probably took a total of three hours of filming and then maybe a total my editor probably spent um five hours editing that's crazy i bet most people watch this probably haven't seen it um because it was probably how many years six seven years ago now like 2017 yeah so um i'm gonna show you guys a clip from this real quick just so you can see exactly what we're talking about so you have some context as we're moving in. So with that said, let's watch a little bit of the Sunny D commercial.

Shout out to Russell Ryan for building out the sink. It's supercalifunnelistic systems. A wrap of them clicks. Funnels. Click. Funnels. Click. Ain't no traffic better than my high converting click.

Funnels. Click. Funnels. Click. As I look online click funnels, click funnels, click. As I look online, they don't do it like my click funnels, click funnels, click. And all these bad marketers, they want the leads. They want the leads. They want the leads. Now it's time for some action.

No more time for practice. All right. So now I'm curious because I don't know the whole history of everything, but you had a big business doing Shopify stuff ahead of time, right? And then you sold that or shut it down or something and then you started doing this. And this has become like one of your core businesses for the last few years, right? So the quick story about that is I grew up freestyle rapping. And when I became a businessman, I thought that I had to kind of ditch all like that kind of stuff, like rap. You become a business professional now. Yeah. I even started wearing suits and stuff. And I thought that thought that I had to kind of ditch all like that kind of stuff, like rap. You become a business professional now.

Yeah. I even started wearing suits and stuff. And I thought that's what I had to do as part of my journey was like leaving my old friends, leaving my old past. So I left rap in the past. And then once I started becoming successful, I hired a videographer. My videographer was just one day saying he wanted to be a rapper. I said, oh, I used to rap and like kind of joking around. And in the middle of this, like, oh, I used to rap.

He's like, you should make a rap then. And I my first song it's called life of an entrepreneur it's like the first song i ever wrote in my life this was in 2016 so i mean from a kid until then and i wrote that song and i made a little music video just collage and it did like four million views on youtube this is for your own we selling the product of the back wasn't even selling a product i just did it for fun because my one of my videographers just said it would be a good idea and i thought why not as well try and i just hadographers just said it would be a good idea, and I thought, why not as well try? And I just had no idea that it would be so big. Since it was so popular, I just started making more and more music videos.

At first, I just started doing it for my own company, my own brand. And I did Entrepreneurs Got Choices, got Billie Jean in it. That one did millions of views. So I just got this lucky start. Not every video did very well after that. But that lucky start was enough to get me motivated. And then I just started reaching out to businesses. So I reached out to Shopify and I said, Hey, I could do a rap for you. And we did a rap and we ran it for all of our market

and everything. We ended up doing multiple millions of dollars in business with Shopify as a result, flew out there and everything. So then I just started doing them for businesses and everybody loved them, including ClickFunnels. I've done at least a couple now for you guys. You actually performed at Funnel Hacking Live on stage as Sonny D. So not only was it a video, there was like a live performance that happened as well. Yeah, it's edutainment. The reason we do it, it's not that I'm trying to be like the next Drake or the next performer. It's just business music, right? So it's just taking the lyrics of like funnels and CPA and LTV, lifetime value, things that people only know in our industry, and then

putting them into a rap song. It's kind of fun. Cause now you're hearing about, you know, dreams, ambition, success, everything in some music, you kind of listen along. It's different. It's entertaining, but it still has a business message. So I love it. So what are some of the other companies you've done these, these, uh, full raps for? Oh God, I've done them for, I've done them for a bunch of companies. I've done it for software companies. I've done them for marketing companies. Um, at the end of the day, like the kind of clients that I'm looking for are clients that can run ads with them because I think that's more successful. Or at least they want to use them at like their events. Like Kealuk and I, for example, he – at every single one of his events, he plays my music videos that I made for his company and it just pumps people up.

And I make entire theme songs for companies. I even do software tools. Like software tools, I go into detail about like how to use them. I did a book review for Hal Elrod's Miracle Morning. i did his entire book summary all in a rap as an example i just have fun with all this stuff and i've got maybe uh about 200 songs written about 50 60 music videos on youtube alone and just about another 100 songs in my pocket no one's even heard he put together like an album and tried to like um i don't remember armin more and back in the day wrote a country album and then like did internet marketing stuff to get it on the top, uh, top 100 billboard

list for country music. Like, have you ever thought about doing that? I've done that. I've never even thought about doing it. I mean, keep in mind, I still run like my whole business on top of all this. So I just do it in my spare time and we just do it off the cuff. Like I've never really taken music seriously, but I, I love doing it. It's, you gotta have some balance of like work and passion.

So when I feel I'm working too much and i'm starting to get stressed out i'll usually start doing some music and it really just puts me in a good mood but maybe maybe maybe we'll take it somewhere yeah well i wanted to have you here because um i think there's probably a lot of people might have heard this introduction and been like well i'm not gonna make a rap that scares me to death but we just decided to do a project together in the last like two weeks um so you guys will see it here. I just freestyle rapped live. So that's coming to an ad near you very, very soon. But you've kind of started transitioning instead of like long form, three and a half minute music videos, but shorter form stuff.

And the first person I saw doing this, and it wasn't someone who was in the business world like we are, but my kids started messaging me. My kids were like, Dad, check this out. This guy is doing this cool series called Spin the globe. And so all my kids are obsessed with this guy. So I started watching it and his name's Connor price and he's got these little short form series where he's doing these things. Right. And he's, and so we started watching his channel as a family and watching these things. And I was like, there's some, like, there's some parallel to our business. Like I wasn't sure what it was. And I tried to make a couple of videos based on stuff I'd seen him do that were, they were pretty cringe worthy. At least my kids told me they were, uh, I was proud

of them. But, um, you messaged me like a month ago and you're like, Hey, I want to try, try this new thing. We're using short form videos with rap and stuff like that. I love to hear some of your, your context behind that, because I think this is something that a lot of people can be doing. If they're not, you don't have to wrap it. This concept is so powerful as a way to get traffic into any business you want. Yeah. So first things first, Connor price, be doing. You don't have to rap, but this concept is so powerful as a way to get traffic into any business you want. Yeah, so first things first, Connor Price, love him. You guys should check out Connor Price.

And also, did you know he's local here in Vegas? He's just right down the street from here. Yeah, he's local. I want to get, do you know him? Have you met him? I mean, we can probably set something up. I want him, so our next phone call is here in Vegas. I was thinking of having him come and rap.

It'd be like one of the coolest things. So let's figure out how to set that up. I think you'd be wide open to that. Connor, you're wide open to that. Let's do it, man. Okay, so you guys should study. If you like marketing secrets, you should study Connor price because Connor price is an independent musician. He was releasing videos on YouTube and they really weren't doing well. Okay. They were just kind of like showing off his skills, but they weren't gaining any traction. Then what he did was he moved to short,

short form video, specifically Tik TOKs, real stuff like that. And he started doing little skits that would lead into his music. So instead of just doing music, which is all he'd been doing, he thought, let me think of something about my song and let me do a skit. So an example is, you know, if there's like a violin instrument in the music, then what he'll do is he'll incorporate like a guy with a violin in his little skit. And then suddenly the beat will go on. He'll tell the producer, like, put this on as a beat and then they'll start rapping. And it just makes it more entertaining and it makes it more viral. makes it more engaging people enjoy it there's another one where there's a flute sound inside of his video and so he literally just has a guy

drilling and making a flute out of a vegetable and then playing it and he's like yeah playing the flute carrot and he's like whoa put on a beat yo yo what is he doing oh yeah so he was telling me that if you uh if you cut a carrot a certain way you can play it like a flute. He really thinks it's gonna work? Apparently it's a thing. Just ignore him. Ready? Uh yeah, do me a favor, pull up that one pull up that one session Yeah look they said that I couldn't do it so I went and What's up everybody, this is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells.

Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today, he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately, it's not the time to be

gambling with your finances. So Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious

about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done.

I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there,

we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you gotta figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com.

But I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com. Again, two Gs, workinggenius, two Gs in the middle, workinggenius.com, and then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25% off. But then we'll take the test. Again, it takes you 10 minutes. But even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself,

to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team. And I promise you will change the working dynamics amongst everybody and help your company to grow. So what I like about what he does is he's thinking further about how to actually be a marketer rather than just a musician. Too many musicians are thinking about just how to make music. And the problem is there's so many great musicians in the world, but they're starving at the same time.

They're not becoming successful. And this is marketing secrets. Everything is about marketing. If more musicians learn how to market, they'll blow up. And Connor Price is basically becoming a marketer. He's saying, OK, I got this good song. Now how can I put a skit in the front of it to be able to get attention and eyeballs to it? And then also on these platforms, you can't really tell people to just download my music. They don't like those calls to action. So he really has to work hard to get

these Spotify downloads. And so he'll come up with all these creative little ways to get you to go look at the link in the bio and stuff like that. I think if you guys can just watch Connor Price, it's very, very entertaining and you're going to see a marketing message there. But I think this is the future. I think short form video content for entrepreneurs is the future. I think entrepreneurs should be doing more short form, bottom line. I think they should be incorporating more entertainment, finding ways to make it. Let me give you an example. Let's say that you want to teach something. You want to teach how to have a sales conversation or how to close a sale. Instead of just saying, here's how to close a sale. Here's how to overcome an objection.

Why don't you do a little skit where you're talking to you and you're over there. You just film yourself here doing the lines and you film yourself there doing the lines and you're actually closing yourself on a sale and then you're closed. Just like that. A little skit with yourself twice is already going to be exponentially better. It's going to get more views. The skits don't have to be hard. Because if you haven't seen Connor, like half of the characters in the skits are just him it's like him and him with the glasses him's like the nerdy one version of him and like he's all the producer's him and the singer like he's using him for most of all the characters right which is really fun so you could put on a pair of glasses and just a different hoodie and that's that's it

you don't have to go crazy people know it's still you so you don't have to pretend you don't have to like you know put on a fake beard they know it's still you. So you don't have to pretend. You don't have to like, you know, put on a fake beard. They know it's you, but it's more entertaining. That's the little thing. Do you guys want to see? We can throw mine real quick if you want to see it. This is when I did basically me and the me with glasses. So check this out.

Dude, what? Did you seriously pay $10,000 for a $35 book on eBay? Oh, yeah. Have you actually done the math on that? Wait, what do you mean? Math? It's $294 11 cents per page well this is actually a first edition book written by napoleon hill in the year 1921 it's actually 16 years before think and grow rich was even published check it out dude these pages aren't even that big that's

literally like a dollar per word it's called the magic ladder and napoleon hill actually walks you through the 16 steps you have to follow if you want to have success in any area of your life you're even paying a dollar for the filler words like, uh, the. I'm actually just about to record a podcast to go over the core secrets that I learned inside of this book. Dude, I don't know how to tell you this, but I think you got ripped off. Well, you know what they say, those who pay, pay attention. I've actually already read this book three times today.

And I'm pretty sure that I'm the only person alive on this planet who's actually read this book. It's like finding buried treasure, literally the best 10K I've ever spent. But what did you actually learn? I'm actually literally just about to share all of the secrets. So if you are subscribed to the YouTube channel or the podcast, the episode will be dropping later on this week. Dude, I don't want to wait. Just tell me right now. Sure. For $10,000. Come on. All right. So that was, was it cringeworthy? My kids think it is. They were embarrassed, but that was the first thing I did after watching Connor. I think what's interesting, when I was watching Connor's stuff, I was looking at, again, how to relate this to most of our businesses, right?

Connor's product is his music on Spotify. That's what he wants to get. So most people, they put their music on Spotify and hope, right? Or for a lot of us, maybe it's YouTube is the thing we're focusing on or our podcast or whatever our long-form thing is, right? So we put it out there and then we hope and i look at this like for each one of his songs that are on spotify he's probably doing 30 40 50 skits to get people to download songs right i was thinking like that one that i made right there if you notice at the end of it like i was pitching my youtube video i had a long form 30 minute youtube video talking about this old book i found and i was like how do people actually

watch this like i post on youtube and some people saw but it's like i want to i want more energy so i'm like i'm gonna make a funny skit on my short forms and then push people to the long forms just like he's using short form to push people to spotify which is his long form you know what i mean and i think that i stopped after one but you could make 10 20 30 shorts and different conversations all pushing back to to the one thing yeah i think that's what a lot of people don't understand is actually the purpose of shorts shorts are the where the attention is get attention, you need to drive them somewhere. Think about Connor. Spotify is just simply a product. That's just his product. That's his funnel. If you will. That's his, that's his offer. So we all have an offer of some kind,

right? When he makes one single song and he released one single song, he's got a marketing campaign. That's going to be how many multiple different short videos can I create to hit this from a different angle? There might be one where he's just in front of a backdrop doing an interview, promoting it. There might be one where he's just walking down the street, just wrapping it. There might be another one where he does a whole little skit leading up to it. There could be another one where he's just with a friend hanging out and saying, Hey, let's just do this. He's going to think of multiple different skits because these are all little marketing pieces that are going to drive traffic back to his main product. So if we think about this, let's say I launch a course. let's say I create a course that teaches people Facebook advertising.

Instead of just launching a course, I should also think what are going to be multiple marketing videos that are going to be valuable and entertaining to drive attention back to this course instead of just hoping the course does well. And that's what too many marketers do. They'll load a YouTube video and be like, I didn't get any views or they'll, you know, they're making posts. They're getting three, four likes. They don't realize you got to have a main thing that you're driving people to. And then a bunch of little marketing pieces. You've got funnels, right? So funnels is the perfect thing to drive people into a funnel is going to convert traffic into leads and sales, but without traffic, it's not going

to make sense. Organic social media, short form media. You can use it organically and get free traffic. You can run it with paid ads and literally go viral with these things. It's the most slept on thing, especially now in 2024 that every entrepreneur should be doing is creating short form marketing pieces for their funnels and for their long form content. It would be absolute win. Okay. So right now we're doing a project together. Um, walk them through the strategy, what you're doing with me. So they can see a very practical application of like, cause I saw this, I saw the vision I saw like, and we're jumping and running with it right now. Yeah. Okay. So a few things. So what we're doing is we did long-form videos and we ran those.

Those were very successful. Now we're going to do short-form videos, like 60 seconds or less. We just did one right now where Russell freestyle raps. You guys got to check that out. That's going to be amazing. Can we let them see it? Maybe at the end. Maybe.

It depends on if the ad is out or not. They might have already seen it by the time this is here. Yeah, stay to the end to see if you want to see this rap. But Russell raps, whatever. And so the idea is like – Whatever. This is a big deal. I'm rapping for the first time in my life. Sorry. stay to the end to see if you want to see this wrap. But Russell raps, whatever. And so the idea is like- Whatever, this is a big deal. I'm rapping for the first time in my life. Sorry.

It's pretty big. It's pretty big. And it was fun to film. And so the example would be, okay, the plot is Russell raps, right? So there's something that's entertaining. But we got to have, for a short form,

you got to have a little storytelling. So we have to do a little pre-build, just a little pre-build with a little bit of story. So we're on a podcast, let's get into a rap. And then at the end, you have to have a call to action, right?

But you don't want your call to action to be blatant that says like, okay, everybody, this is an ad. You want it to feel organic. And so that's what we did. We did a little back and forth podcast. We busted into a rap. And then we'd like, hey, we should just run this as an ad. And there you go.

It's an ad. So we have a series of these little skits, little short form skits that we can use to kind of just like point out the one funnel away to point out the click funnels program, the free trial to do it. And we can mix in basically like a little skit. I can be teaching something on the whiteboard and then I could have myself on the couch, not understanding. And then back to the speaker. And then I just wrap it to myself and then myself. Now I'm understanding because in rap lyrics and I'm taking notes, you can just have more fun. It's more entertaining. It works a little bit better for ads and short form content right now is one of the

best forms of content to app to do paid ads with. Because, first of all, the views. You could just sort millions of views effortlessly. The shareability of short form content is really, really good. As long as it's not too corny of an ad. As long as it feels pretty native and it's fun. People are tagging their friends in there. People are going crazy.

So your cost on these ads is super low. And the conversion is still high because when you're running ads, you can always have the link underneath. I think that short-form content ads are probably one of the biggest trends right now for the next 24 to 36 months. And I'm excited to be doing what we're doing, like five together already right now. Yeah. I'm excited to test it too. Like now that we've got the one that I was – I'm only in one of the five or six we've got going on. But I'm excited to see kind of how it rolls out.

So far. So far. I might come out to you and do another one. That was fun. This might be the beginning of my official rap career. We're going to have the Russell Brunson rap album. Or are you going to do like Ben Shapiro did and he retired after one rap? You're going to have to put a whole post that just says you've retired.

And I'm done. You're done. I dropped the mic. I'm done forever, which is awesome. So I'm curious for your own business. Are you using this stuff in your own business right now or more for clients? Or how is that all working? I've always used curious for your own business, like, are you using this stuff in your own business right now or more than for clients or how? Yeah, I've always used it for my own business. I would say half of my music videos for my own business and half are for clients. So my whole

process of my own marketing is built on what I call KLT factor, which I'm sure you know, KLT is no like and trust. You want people to know you like you and trust you. So there's a few ways you could do this. One is you could build a big brand for years, which you've done. You've been at this for, I mean, a couple of decades. Yeah, maybe longer than a couple of decades, really building the Russell Brunson brand. For me, for example, I always wear an orange hat if they don't know why. It's because I ran some ad campaigns that were really heavy. People recognize me with an orange hat.

So I made that part of my brand. This makes me more memorable. People start to remember who I am. So they know me. And then like and trust. Like is really going to be built off of are you likable? Like do you have a personality? Are you delivering value to people? Are people enjoying what you do? Trust is going to really be built when people can actually, when your message

is actually making an impact on them. Maybe they went through a course and they learned something. Maybe they're just really getting inspired or motivated by you. Trust is built when they start to realize, wow, this person's really, even on a free level, really helping me. So my whole entire methodology is build no like and trust factor, KLT. And music really does this. Music just makes it relatable. It makes it fun. People get a chance to know me from all different types of circles. I have a chance to introduce my brands, but it's all that spillover from all that music. Then they always ask me like, where can I buy your stuff? Where can I buy your stuff? And so I always have membership sites. I always have clubs. I always have courses. And I've done that for years and done, you know, probably gross,

roughly around 40 million in sales. Not quite Russell Brunson numbers, big boss numbers, but 40 million ain't no shame. And I've been at this for, I've been at this for a couple of decades as well. I'm having a blast. So that's why, that's why I do music for myself is really to build branding, credibility, authority. And then for clients, I just do it because it's like, if you're getting paid to do it, it's a lot, I'm a lot more motivated to take time away from my own business. And I just love the, I love the, the try to write some ClickFunnels lyrics, like even writing the lyrics for the ClickFunnels rap, you know, like a super Califunnalistic, like stuff like that. We made a t-shirt that said that. I don't know if you ever saw it before.

Like, it's just fun. It's like, I can't do that for my own brand. Like, it's so fun to work with clients because I could really bring out things they can't do that for my own brand. Like, it's so fun to work with clients because I could really bring out things they didn't even know about their own brand. Yeah. Bumble knows it's hard to start conversations.

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So while you may be spiraling over double texting your crush whether your skincare routine is working because you look the same or is doing nothing because you look the same and whatever the heck red light therapy is it's definitely not that don't overthink how you hydrate life's full of choices Smart water is a simple one. The last thing I want to ask you about, I'm curious, I don't know if you've thought about or maybe you have or haven't, but the one thing I noticed with Connor that he also did that was really fascinating was on top of these other videos he has, he started creating series,

right? So the Spin the Globe series was the first one that really made it pop, I think, where if you haven't seen it yet, basically what he does is he spins the globe. He picks a random country. I don't know. Maybe it's random. Maybe it's not. Picks a random country, finds some of that country, and then gives them a beat, has them write their lyrics and his, and he pushes them together as a song. And he started doing that.

He did, I think, eight episodes the very first season, and then that blew up, and then that became a Spotify playlist. And he did season number two, and then they went on tour where they're touring with all these different people and um it was really cool i started thinking about that because again my kids were the ones that every time the new spin the globe album would drop my kids are like dad you see the new spin look like they were so excited to come tell me i started thinking for us like i i wanted to start doing some series so i was thinking about in my my business in my life what were series that we could do so we actually in the last two weeks i've been filming short form series that kind of tie together. So one of them I'm doing is, um,

cause I'm working on my new book right now. So it's, uh, the series is like day number one of how I'm writing a bestselling book that hopefully, hopefully we'll sell a million copies. And I'm like sharing a 15, 20 or sorry, a 60 second thing about what I'm doing today for the book. And the next day, you know, day number two of how, how I'm writing a bestselling book and hopefully selling a million copies. And I'm going to be able to go through the writing process.

And then also like the launching and selling the book process, right? I'm going to do another one because I get a lot of old books in the mail. So it's like a day in the life of a bibliomaniac. And it's like me opening like eight packages that show up today and like old books I got from it, right? So I'm curious, like, have you done series? What's your thoughts on like series like that that hook people over an extended period of time? Yeah, i think series are they go very viral especially on social media if you're willing to post it on social media they go very viral if you go to like youtube they've been doing this for years there's you'll you'll see

like something goes really well like a shampoo prank someone will pour shampoo on somebody's head and it's like funny they don't know what's happening then let's do shampoo prank two shampoo prank three it's the same video just on different person. And every video is just millions and millions and millions of views. So a long time ago, people realized the algorithms favor repeatable content, like content that's very, very similar. So another example would be like day one, day two, day three, day four, day five of a process like you talked about. I did it with like Shopify, basically went from zero to a $5,000 store, kind of beginner, like how to take a store from zero to 5,000. And I did it in a series of days. And that racked up like hundreds and hundreds of thousands of views organically.

People like that because the algorithm's favorite, if you can get good content, when they watch day one or day two, now the algorithm is going to want to show them day three and day four, and they're going to get hooked. Another example would be like, these people will start with like a dollar and they'll flip it. They'll see how much money can I make with this? They'll buy something. They'll sell something. Now they got $2'll flip it. They'll see how much money can I make with this? They'll buy something. They'll sell something. Now they got $2, $3. They'll do something again.

Now they got five. They got 10. They got 50. They got 100. And they show themselves doing this. So what I would do in terms of advice for people watching, if there's any skill that you have where you know you can get a result, let's say it was building an e-com store, building a funnel and being able to get leads.

Here's how I got a thousand leads or here's how I got X amount of sales. If you know you can do something, you think you could repeat it again, instead of just doing it again, think this time I'm going to do it as like every day. I'm going to show you the steps until I get this result. And the result should be beginner-friendly. It shouldn't be like here's how I'm going to make $10 million. Here's how I'm going to get the eight-figure club click funnels. It should be something simple for beginners.

Let's see how long it takes me to make my first $1,000 with a brand-new funnel or how long it takes me to make my first thousand dollars with a brand new funnel or how long it takes you to make my first thousand dollars with an e-com store. And then you just simply, you don't even really have to promote ClickFunnels as an affiliate or Shopify. It's going to be done naturally. So here's how I'm going to build first on it. So the first thing I'm gonna do is I'm going to get a free trial with ClickFunnels. Maybe I could even do it during my free trial. And you're just kind of walking them through the process. And then underneath you have a link to be able to promote the affiliate offer. You have a link to Shopify or click funnels or whatever you're promoting. So you're actually monetizing, you're getting views, you're promoting this, but just keep in mind these little, these little videos, if you're doing long form videos,

you've got to have shorts to go along with it. Are you doing just shorts for yours? Yeah. So if you guys do long form, if you're going to be actually film yourself, like really doing the steps and filming your screen, you won't get a lot of views on that where you're going to get views as little like 30 second clips of that day in the life that lead back to people want to watch the full thing afterwards what i found too and the people i've seen they've been doing series like this is i'll find them on like day 63 and then it's like i have to go backwards like where you normally see a video you don't go back in time but if i if they hook me on like day 63 or 13 or whatever then i want to go back in time like wait what what happened you know and i start scrolling back through their their feed to find it

which is rare i think in shorts usually usually things on instagram or tiktok like they disappear over time um but it's the only first it's the first time that people i found where i actually dug back into their accounts to go backwards in time to try to find the other ones because i wanted to like hear the beginning of the story and where it started at you know there's a guy who i found towards the end of the year last year and he he was like 365 – and I spat the day for 365 days. And so – and I think I found him like day 300. So I was like scrolling back trying to find day one. Like, where was he at then?

And what was his – and as I was scrolling back through, I saw all these other ones. And I spent like 45 minutes down this dude's channel watching 60-second shorts, right? Whereas typically, if it's just a one-off short, a lot of times you see it it and then it's kind of over versus me now being, getting back into this whole journey, binge watching him to like catch up to where he is today. So it's interesting the stuff you can do with that. Yeah. So if anybody's watching, wants to get ideas, I mean, if there's something you're going to be doing anyways, like let's say you were doing 75 hard or whatever, always just be thinking, Hmm, maybe I could journal my progress. Maybe I could create a little short every single day to showing my progress or, you know, people will, it's just like those selfie pictures. People take a selfie

picture every day. And after 365 days, they're a new human. You know, it's just crazy. It's really about the end destination. It's about, it's about like that day 100 when you find out you're, when you reach your conclusion of what you did with the book that goes super viral because it's like, wow, here's a, cause not only did you do the thing, but you journaled it. It was like full transparency. It was like a documentary of how you got there. So not only did you do the thing but you journaled it it was like full transparency it was like a documentary of how you got there so not only did you do the thing but people can go back now and they can learn so what happens you get spillover content when you get these little viral videos in the middle of that series now you're going to get all this spillover to all the other videos on the channel your subscribers are going to grow your views are going to grow

that's kind of what connor price did connor price wasn't really successful with some of his first shorts but the, like when you take like the carrot flute short, which just did massive, right? Now that people are watching this, not only is the algorithm showing them more, but they just want to watch more Connor Price. They were like, Oh, who is this Connor Price guy? Now I know him and I like him because this was entertaining. And then after you get a whole, watch a whole bunch of him, you're sitting there and you've just watched 20 of his things. Maybe some of them multiple times. You're also sharing with friends. So he's going to go mega viral because of this.

So this is a little, it's a little viral recipe is create these kinds of series that get people hooked that they have to go back and watch these other ones for the tricks. It's like a podcast, but with short form, it's more interesting. People don't have time to go watch all of Joe Rogan's past, you know, thousands of episodes.

Four hours of every episode for the rest of your life. Yeah. So it's just easier to do it with short form content. It's more realistic. So cool. Well, man, I, I appreciate you jumping on this podcast with me, but also just helping us on our business with this. I think obviously I'm not a rapper outside of today for the first time ever, but, um, just this, this concept of edutainment and like bringing more things that are interesting and fun. I think right now there's so many people that are just teaching. I look at social and I go through my feed and it's just like boring. Now everyone's just like just teaching a thing or here's a principle or here's whatever versus this where

it's like, it's fun and exciting and engaging. And so, uh, I'm trying in our, in our business to, to lead really heavily with this stuff just because, um, you know, the whole game of marketing is about pattern interrupts, right? Like a rap showing up in your newsfeed is a pattern interrupt, right? Using these series is a pattern interrupt versus everyone else who's doing, you know, the pattern. And I think a lot of people are gonna be too scared or too nervous to do that kind of thing. So those who are willing to kind of be the early adopters and shift that way are going to have huge results from it. So at least that's my plan. That's why I'm going hardcore into it right now. Well, I mean, so we're here in Vegas, right? And if you go to casinos and you

just watch people are doing slots all day, right? Pressing or the old school slots. So there's this thing called the variable reward system and social media newsfeeds operate on this same process. So when you're scrolling, I call it the thumb dance. You just got your phone out, you're scrolling, you're doing the thumb dance like this, thumb, thumb, thumb, thumb, thumb. And the idea is you're just scrolling through a bunch of nonsense until you find that one post that made it, that justified your time. You're like, oh wow, somebody got married or somebody had a kid or something traumatic happened or whatever it was that got your attention. That's the scroll stopper, right? The thing is, is that ads usually are things you want to skip right past, right? You just want to skip right past ads and you want to find something organic that's truly

made for social. So that's the variable reward system is that when you're gambling, you're mostly losing all the time on a slot machine, just lose, lose, lose. But then all of a sudden you win and you're like, wait, I just won a lot of money. And it gives you dopamine and it makes you want to do it again. And you're going for this jackpot. That's how social media operates. The newsfeed is like a slot machine. Every single time you see a post that's value, it's like a dopamine hit. And it makes you want to go again. You've justified the last 15 minutes sitting on the toilet, scrolling the newsfeed. So that is essentially what you want to do as a marketer. You want to realize that you want to be that dopamine hit when they're scrolling through.

So you want to figure out how can I make this native to the platform? How can it feel organic? How can it be a little entertaining, not feel like an ad? As long as you can get that scroll stop and kick in that variable reward system, the dopamine, then your ads are going to perform well because the algorithm is going to see it as nice organic content and they're going to start showing it to everybody. You're going to get likes, shares, comments, and everything. So that's the recipe I follow as I think about it like it's literally a

Vegas slot machine and a Facebook newsfeed is the same thing. And that's helped a lot. That's awesome, man. Well, thanks, man. I appreciate you. And hopefully you guys all got some cool stuff for yourselves. And should we show them the wrap now? I mean, if you want, I think it's epic. We promise we'll show you if you stay till the end. So let's do it. Here it is. Russell Brunson with his very first ever freestyle rap. Let's check it out. I was chillin' on the beach, thinkin' bout my niche, and how to drive traffic so that I can stack the leads. They call me Big Russ, build a funnel like a beast.

Every day I'm rustlin', huh, Sonny D. Ooh, I got my VSL track CPL, my EPC bout to make another mil. All I had to do was fine, tune it like a skill. Now my TikTok popping like a new BBL. Woo, there we go. All right, thanks everybody. We'll see you guys in the next video.

Ain't nobody messing with my click funnels. Click funnels, click. Ain't no traffic better than my hot converting click funnels. Click funnels, click.