Marketing Secrets with Russell Brunson - Story Trumping

Episode Date: June 10, 2019

How to rewrite the story in the minds of your customers, your friends, your family, and maybe even your spouse. On today's episode Russell talks about his ability to tell stories that trump other people's and that's how he's been able to sell everything. Here are some of the amazing things you will hear in this episode: Find out why storytelling is so important to getting people to rewrite their own stories and believe your truth. Find out what the difference is between better story telling and one upping someone else's story. And see why practicing better story telling in all aspects of your life will help you be a better story teller with your business. So listen here to find out how you can become a better story teller, to trump your customer's story. Transcript - https://marketingsecrets.com/blog/213-story-trumping Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson and welcome to the Marketing Secrets Podcast. I'm so excited to have you guys here today and today I want to talk about stories and how your story needs to trump your customer story. 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. All right, everybody. So I am working on a project, a top secret project. Well, it's not that secret. I tell everybody everything on Instagram and Facebook and social and podcast. But other than that, it's completely secret. But we are doing an event this summer for families. And I'm really excited for it. Anyone who's our Two Common Club X coaching program, they get to bring their kids and themselves to an event that I'm doing called Unlock the Secrets.

That's going to be a three-day event. And so I've been working on it. At the same time, I'm working on my Traffic Secrets book. At the same time, I'm trying to run ClickFunnels. And oh, there's so much stuff. Plus, summer started like three days ago. So I got my kids at home. I'm trying to keep them engaged and not bored.

And whew, it's a lot. I feel like I'm juggling a million things. Kids like come to the office every like five minutes. Like, dad, we want more, we want more snacks, more treats. And then they want to go play. And it's a lot. It is a lot. Anyway, for all you guys who don't have kids yet, it adds like a whole nother dimension. That is insane. But anyway, I digress. So I am working on the Unlock the Secrets event. And it's really fun because I have to make this event engaging enough for kids to be engaged, but stimulating enough for adults to be stimulated. And so it's kind of this weird, fun, exciting balance.

And anyway, hopefully I don't screw it up. And if I do, there'll be like 1,500 people there to watch me crash and burn. But if I do a good job, it'll be my, uh, what do they call it? Your Holland's Opus, your Mr. Opus. I don't know what it's called. Your, your thing. So my goal is to do this event once a year. Um, so hopefully it turns out good this first time around. Um, and so I'm, I'm really excited for it, but anyway, that's what's, uh, that's what I'm working on. And, uh, one of the activities and exercises I'm working on as I go into storytelling, because obviously a lot of times I go deep and I talk about story and webinar and your origin story

and your, you know, your, your vehicle, false internal beliefs, external beliefs, like all the stories, all sorts of stuff. But like, if you boil it down to like selling one-on-one, it all comes down to figuring out like, what is your customer's false belief? Like, what's the story they're currently telling themselves, right? And then you have to figure out a story that trumps theirs. And if your story is better than theirs, it will rewrite their story and your truth will

become their truth. And then they'll follow you to the end of the world, right? If you want, you know, and this is true in anything, like if you want to convince them to come to a movie and they're like, I don't want to see that movie. Then you tell them the story about, no, this is why. And if your story is better than theirs, they'll be like, all right, cool. It does sound good. Let's go to the movie, right? Like, let's say you're going out to eat and they want to go somewhere and you want to go somewhere and they want to go to their place. They have a story in their head about why they want to go there or why they don't want to go

to where you want to go. So then you have to tell a story that trumps their story. If your story trumps theirs, then they will rewrite their story and they'll come with you. Right. And so, um, that's, that's the whole game. It's funny. Cause, uh, I was listening to Myron Golden speak on two comic club, uh, ex coaching, uh, events. He's talking about, um, selling versus persuading. And he's like, selling is when, uh, I'm going to totally mess up his analogy, but you know, selling is where you're trying to get somebody to do something for, for, for your reasons, where persuading is getting them to do something for their reasons. So like the, the core foundational, um, you know, the principle of, of psychology, excuse me, not psychology, but of persuasion is, is storytelling.

Like, how do I tell a story that, um, gets them to change their story? Um, and that's, that's kind of the game. Um, it's interesting as, um, I think I told you guys a while ago, I was at this, uh, this, uh, mastermind in Puerto Rico with a whole bunch of guys. And, and one of the guys who was there runs, um, arguably probably one of the biggest health companies that nobody's ever heard of. Um, I don't know his exact sales, but my understanding and my guesstimates are it's more than half a billion dollars a year. And, uh, and the guy who owns the company is one of the best copywriters ever. And it was interesting because, because, um, as he was talking about his company, he said, you know, what we do is, um, is as, as a company is, is there's a story that people believe, right? And it was either the government gave him the story

or the school system or whatever, gave him the story to believe. And it's like, our job is to come in and to rewrite their story. So we have a, you know, a book or a product that is different. It's a different core fundamentals than, than what the society as a whole believes. So our goal is you can, the best storytellers in the world where we tell a story that trumps their story. And so, so that in their mind actually rewrites the story to be where, where your story becomes their story. Does that make sense? Um, so anyway, I'm sharing this because like the activity I'm gonna do with the kids is gonna be really fun. Um, I'm not sure exactly how it's going to work, but basically it's going to be like, okay, you know, get a partner and your partner wants to go to see this movie. Now you have to tell them a story about why they should come see your movie instead. Like,

what's the reason you get, and you have to tell a good compelling story. Like, why do you want to see the story? Right. And so it comes down to this art of like telling a better story. And, uh, and then when I do that activity, it's like, hey, your friend wants to go to McDonald's. You want to go to Burger King. Why? Tell them a story about why it'd be better for them to go with you. And not every time you can be able to convince somebody.

If we could, I'd have 100% closure to my webinars, which would be insane. I'd be a multi-trillionaire because I would just tell stories and convince everybody all the time. But if you get three, 5%, 10% of people who hear your story to shift their story, that's when you build a multi-million dollar business. We have to become better at telling stories. So what I want to give to you guys for today, for this podcast, is start thinking through this. Just start thinking in your

everyday situations. Look at your spouse or your kids or your coworkers or your friends or something. And start looking at the opportunities where, where they want to do something that's different than what you want to do. And then this is a time for you to start flexing that muscle and start building it out, start working out and say, okay, they want to go see this movie. I want to go see this movie or date night, right? My wife wants to go here. I want to go here. So how do I tell the story about, about what I want to do? And let me try to tell it in a way that inspires and motivates and persuades her or him or whatever to change, to change their beliefs and to, to follow you. And the more you practice that, the, the better for you. So that's kind of my goal for you is to start looking at that.

What's the story someone's telling themselves? And how can you come and trump it? And I'm not talking about one-upping their story, okay? You guys all know those people, the one-uppers, where you tell a story. You're like, hey, this one time I went and I swam 30 miles and I did it in an hour and a half. It was really, really cool. I'm really proud of myself. They're like, oh, I swam 35 and I did it in 40 minutes.

You're like, all right. You're a jerk. That's really, really cool. I'm really proud of myself. They're like, Oh, I saw I'm 35 and I didn't in 40 minutes. You're like, all right, like you're a jerk. Um, that's the one upper, right? And that's not what I'm talking about. I'm talking about one upper. I'm talking about them saying, Hey, uh, um, today I, I would really love to, uh, to just stay in and watch TV cause I'm just tired. I don't really want to go out. And you and your mind, you're like, I really want to go out. Like I have this plan. So let's come back's come back saying cool we can do that or like what i was envisioning i think be super super cool like imagine this we we get the get a sitter for the kids we call someone so she comes home and she's going to watch the kids and then we can like we can leave and i thought it'd be fun to kind of dress up a little bit like normal we don't but kind of dress up and then um and then

we go to the you know then we have a chance to drive downtown and like just visualizing driving down and seeing the lights and seeing all the things, seeing the people. And then I'd love to get restaurants to get a thing here. And describing that, explaining how amazing it is. And then after that, we'd go to see a show and there's the dueling pianos downtown.

We could go listen to them for a while. And then I figured it'd be fun to kind of go on a late night walk and just look at the moon and the stars. And it'd be super super awesome so that's kind of my vision like what would you like we can stay at home like what would you rather do and if you tell a story right like they're in the middle of this thing and they're envisioning like oh my gosh like that would be cool and the pianos would be super fun and

the kids would be taken care of from a babysitter and like that could be romantic and and um like that story alone would give them the motivation the energy to bake yeah you know what let's not stay home and do nothing like that does sound amazing amazing. And Austin boom, it rewrote their story. And now I get them, I persuaded them to do what they really want to do anyway. Um, so there is the game, my friends, um, story trumping. Yeah. I was trying to think of the right title for this, for this podcast and story trumping sounds cool, but then there's going to be something, someone's going to think it's Donald Trump and someone's going to get mad at me and like, you're not Trump. I'm like, no, like I'm trying to Trump her one up, but then there's going to be something, someone's going to think it's Donald Trump and someone's going to get mad at me and like, oh, you don't know about

Trump. I'm like, no, like I'm trying to Trump her one up, but I don't want to be one up or either. So anyway, that's, that's, there you go. There's the, there's my, my dilemma for what to name this one. So anyway, I hope that helps you guys. Start practicing that in your everyday life. Start looking at the stories that your, your friends, your family members, your customers are telling yourself and start,. And start building that muscle.

Start practicing just telling better stories. And again, you're not going to win every single time. But the more you practice, the better you'll become. And the better you'll become at persuading people. Because persuasion, in my mind, is all about understanding the story they're telling themselves. Telling a new story that's more exciting. That's better. That gets them to rewrite their story and

to believe your truth. Um, that's all it is. That's why I built ClickFunnels is how I've sold everything. So I sold ketones. That's how we sold. Um, basically everything in my life is all about that is me really becoming clear. I'm like, what's the story they're telling them? What story do I have in my life? Or I can look at it. I can research, I can find that's going to trump their story. And I'm going to tell them the way that inspires them and makes them think, oh my gosh, you're right. That does sound way better. I'm in.

Let's go. So that's the homework assignment for you guys today. Hold on. That's what I got. I'm going to go in. I got a fun day of writing and working and all sorts of stuff today. So I'm going to go get it done. And then I'm going to go play with my kids tonight.

So with that said, thanks, you guys. And we'll talk to you all soon. Bye. Want more marketing secrets? If so, then go get your copies of my two bestselling books. Book number one is called expert secrets and you can get a free copy at expert secrets.com. And book number two is called.com secrets and you can get your free copy at.com secrets.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.