Marketing Secrets with Russell Brunson - Spend The Time To Make Your Art Sexy

Episode Date: September 9, 2019

Behind the scenes look at the creation of the art that sells the art. On today's episode Russell talks about the upcoming photo shoot for his Traffic Secrets book, and why we should put as much time and energy into the marketing of our art as we do into the art itself. Here are some of the fascinating things you will hear in this episode: Why watching Russell's Instagram, should give you an idea of how he has been marketing his book throughout the process of writing it. Why it is important for Russell to think about the marketing of his book before he has even finished writing it. And what kinds of things Russell is doing and has done for the last year to prepare for the launch of the Traffic Secrets book. So listen here to find out why you should be spending an equivalent amount of energy on making your art sexy, as you did creating the art in the first place. Transcript - https://marketingsecrets.com/blog/239-spend-the-time-to-make-your-art-sexy Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson, and welcome back to the Marketing Secrets Podcast. Today, I want to talk about a piece of marketing that I hope you guys see me doing. If you follow me on Instagram or Facebook, you've been seeing me do it, but I want to address it because I don't really talk about it. I think those who are paying attention and those who are listening with the ears to hear have kind of picked up on it. For the rest of you guys, I'm going to let you in on the big secret. 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, everybody. So what is the big secret? I hooked you really good, huh? So as you guys know, I'm at the penthouse right now. Um, if you've been listening for the last couple episodes and we, uh, tonight we are going to be, um, trying to get the shot for the book cover. So you look at that, it's like, okay, you just take a picture. Also, that should be a simple thing, but I want to walk you behind the scenes of what has gone into this. Um, because I think what happens is a lot of times as creators, we'll spend insane, insane amounts of time working on our thing,

right, on our craft, which is important, right, like, if you guys have been watching me and following me on the Expert Secrets, or excuse me, what book are we on now, book three, the Traffic Secrets book, like, I spend insane amounts of time on this, getting it prepared, getting it ready, getting it written, getting it, like, so I'm not downplaying that at all, like, I spend more time writing my books than anybody else I know, everyone's like, I got, one of my friends is bragging on Facebook this morning, I was dying laughing, he's like, it was Onyx and Golf, there's no Onyx, he's like, I've written two books in the last, in the last, like, two days, and both are, like, anyway, and I was like, oh, that's, like, the opposite of how I do mine, I've written, you know, one book in the last like year and a half and I spent insane amount

of time. Anyway, I'm the opposite, right? So I get it. Like when you have art, you spend your time because you love it and you create it and I get it. So I'm not downplaying that at all. Like continue to be an artist. Continue to put your heart and your soul into things you do.

Continue to stay up late nights, wake up early mornings and kill yourself for your art because I think it's important. So I'll lead with that. you do continue to stay up late nights, wake up early mornings and kill yourself for your art, because I think it's important. So I'll lead with that. Um, all right. Now the next piece is, um, your art is as amazing as it is. Um, you should be spending an equivalent, not like hour for hour, but an equivalent amount of energy and time on the marketing of your art. Okay. If you don't, then your art will never be seen. Right. And so I'm saying that because if you, if you've been following me and hopefully it's following Instagram, cause that's like, literally, if you want a reality show in my life, go to Instagram, watch my stories every day. You're seeing like everything you see me waking up with my kids. You see me going to school. Then you see like I Instagram had document whole thing.

It's literally the Russell Brunson reality show. so if you want to go see what's happening go and i would recommend it because um like literally um this last 24 hours i've been documenting this whole process i'm gonna tell you about you you would have seen it and it's it's fun and i want to show you the scenes of everything so if you go to instagram.com slash russell brunson and follow me and watch the story so i'm showing behind the scenes all the time but anyway if you've been watching you kind of seen this but um i'm at the penthouse. My kids are gone, and I'm working on editing the book. But in the process, I was like, I need a shot for the cover.

And I had this vision ever since we got the penthouse. I was like, it would be cool to have this shot where it's like me looking over Boise, the city, and there's monitors, and I'm looking at traffic graphs, stats, and working. And it's similar to the Dotcom Secrets book cover or the trailer for that book, like, it's the same kind of concept, like, it's a really epic picture that has the city lights in the background, and anyway, that was kind of the vision, and so I messaged Brandon Fisher on my team two days ago, and I said, hey, Brandon, I messaged him, like, at 11.30, and I'm like, hey, tomorrow, I'm going to the penthouse to write a book.

And he's like, I want to create all the footage for the trailers and ads and everything. I just want to come down. So he came down and he spent probably two hours in a day looking at what we could possibly do. And he went back and he got lights and cameras and cranes and gimbals and jigs. And I don't even know what these things are all called. Monitors. and gimbals and jigs. And I don't even know what these things are all called, monitors and like, and brought up like four buckets, buckets, like four trailers.

I don't even know what it's called. Anyway, big old wagons full of lights and equipment and stuff like that. And then he set up. And last night they were here till almost one setting everything up. Like probably seven or eight hours worth of setup and testing shots and like looking at what the light looks like it's six o'clock and seven o'clock and eight o'clock

and nine o'clock like what's the perfect time the perfect everything like all this stuff right and we did a bunch of sample practice shots a bunch of things and like got looking really good last night and none of that is used are we gonna use that was just like the test and tonight everyone's showing up about five o'clock and we got photographers video guys everything and everything. And we're gonna spend from five till probably midnight. So there's seven, eight hours to do all this stuff with the one goal of getting a picture for the cover of the book. Okay. Um, but then that picture is cool, but now we're trying to get all the, the B roll around that, like, like videos of me writing on, on the windows or, you know, walking around doing this, doing that,, just all the different B-roll

of things we can then use for the ads to sell the cover of the book, which sells the book. And then from there, then we're making, you're capturing stuff for ads and you keep going backwards. So it's like you have the art as your focal point. It's the center point, right? And you step out. They always say, don't judge a book by cover, but guess what people do? They judge a book by cover. So it's like you put all the time to create the art that makes the the art the art that sells the art right the the cover or whatever it is you know for me it's a book cover for you might be a whatever like the the branding the design but it's the the one the one layer outside of this little nucleus of your of your of your art is the the wrap right that actually looks exciting and from

there you go one step out further which is okay well these are the assets we're paying for the sales video to sell the cover of the book which sells the book and then you then from there you go one step out further, which is like, okay, well, these are the assets we're paying for the sales video to sell the cover of the book, which sells the book. And then you go from there one step out, which is like, we need the creative for the ads, the ads. So the sales video, so the cover, which sells the book, right? And so all said and done, we will have put in, I don't know, probably 20 or so hours, um, at least to capture the, the, um, the, the picture for the, for the cover of the book. But then we're creating all the art around it, which becomes the ads, the videos, the B-roll, the blah, blah, blah, blah.

And so that's the part I think people don't often see. They see the book cover. I can't tell you how many people now have knocked off my style of book cover. It's so annoying. It's like they send their designer, like, here's Russell's books, make something similar. And then they just slap up some stock stock image and they have a logo that looks similar to mine and there's their book.

And it's, it's like, dude, this is why, um, you're not going to have a product that's a perennial seller. It's going to last for forever because you don't put the energy and the time and the effort into making the art sexy. Right. Um, and so that's the, that's the, the big hook. That's the big secret. That's the big key is like spending the time to make your art sexy in fact maybe i'm going to title the podcast that making your art

art sexy because that's what most people are missing it's not just slapping some images again throwing it up it's like spend a lot of time um you're not only we spent time in this this shoot i guess i was writing the book we've caught b-roll me writing the book we got b-roll me here the the penthouse writing up you-roll me at the office writing and sketching the ads, got B-roll me at an event teaching this, like all those things for last year, you're documenting the creation of the process of this thing are all going to become the ads and parts of the videos and like all of the things that support the art now that it's, that it's eventually done. And so anyway, I just want to share that with you because I don't think a lot of us creators

are thinking about that piece of it. We're thinking about the creation of the content or the thing, the piece of the thing that you're selling. But you should be spending as much effort and energy and creativity, and probably even more so sometimes, on all the stuff around that that actually grabs the people,

brings them into your funnels, converts them on the funnels, makes them desire the thing you're selling, and then they actually get the thing you're selling. I think that's one of the big tragedies of our world is amazing artists who create art. And I'm not saying paintings. I'm saying art. It could be anything, a book, a work, a video, a movie, whatever, that never get seen by the light of day because they spend so much time in the art. They don't spend any money on the advertising and the marketing of the art which is its own art form

in and of itself in fact almost a more fun art form um anyway so there you go i just wanted to kind of show you guys a glimpse behind the scenes because i guess some of you guys are watching it's like oh it's so cool that's so cool i'm like i'm hoping that you're getting like wow when i create my next product i should put this much effort into the trailer i should put this much effort into product, I should put this much effort into the trailer. I should put this much effort into the cover. I should put this much effort into the ads, right? Because anyone can get an ad and hold a book like, hey, my name's Russell. Here's my new book. You should read it. But man, when you see mine, what's going to be happening? You're going to be seeing me writing the book. You're going to be seeing me at the desk and the cameras and things moving in and out. You can see all the creative that went into supporting this art.

You can see all that. And when this book launches, your social everything will be drownded in it. But because it's going to be fun, exciting, beautiful, amazing things, hopefully you'll enjoy the ride. So there you go. All right, that's all I got. I'm going to go get ready and start the editing process. I got basically like 12 hours today to edit before the video shoot. So wish me luck. That's the plan. I appreciate you all. Thanks for listening, and we'll talk to you all again soon.

Bye, everybody. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest-growing, non-VC-backed SaaS startup company in the world.