Marketing Secrets with Russell Brunson - Strategic Chess Moves

Episode Date: September 16, 2019

Are you watching the strategy behind what we're doing and why we're doing it? If not, start watching closer. On this episode Russell talks about making some strategic chess moves with Clickfunnels in the near future that won't make sense to people on the outside. Here are some of the awesome things to look for in today's episode: When you can look forward to some announcements from Clickfunnels, and why you should look at the underlying strategies. And hear an example of somebody else in the business that is also making strategic moves, and why Russell thinks they are doing it. So listen here to find out when Clickfunnels will be making some announcements, and find out why Russell wants you to look at the strategy behind it. Transcript - https://marketingsecrets.com/blog/241-strategic-chess-moves Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, we are gonna talk some strategy. 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. Alright, so I don't even know how or where to go with this podcast episode other than I have been having so much fun recently watching the great strategic minds play chess in their business. So what do I mean by that? First off, let me give you guys a glimpse of what's happening behind the scenes with me. I can't give you all the details, unfortunately, but I'm going to give you some hints. So you'll be able to see as I am

playing chess over the next six to nine months. I'm making some very big strategic decisions, things that on the outside will look stupid. Like, why did you do that, Russell? That doesn't make any logical sense. And it won't from the outside looking in, but from the inside looking out, they're all very strategic chess moves. And I'm moving a piece here. I'm moving something here. I'm changing something here. Um, and while you are able to see the movement of the chess piece, my guess is you will not be able to understand the overall strategy for a while. And I wish I could tell it all to you. Um, but I am someday going to write a book about this whole thing. Um, so, you know, sometimes strategically you move a chess piece somewhere

and someone ends up checkmating you. So I'm hoping that doesn't happen. So I'm not calling my shot that it's going to be flawless, but I'm definitely moving some chess pieces around. But it's all very strategic. I'm excited to kind of see what happens from it, the growth and the changes. I'm sure initially I'm going to probably offend some people,

upset some people, I'll lose some customers in the short term, but in the long term it's the essential movements of things need to happen for the company to grow and for the value of the company to exponentially grow. Like I said, some things won't make sense right away. For example, our five-year birthday is coming up and our five-year birthday I'm doing some announcing of some stuff. Some announcing of things that are disappearing from ClickFunnels. And some announcing of things that are being added into ClickFunnels.

And they're very strategic. And it's funny, as I was making some of these first strategic moves. In fact, okay, let me step back. You'll see on the birthday, at Funnel Hacking Live this year, you'll see the next set of strategic moves happening. And then on my birthday, March 8th, you will potentially be seeing the next set of strategic moves. So there's three dates for you to look at. You put on your calendar to see the chess pieces moving. And then I want you guys to looking and start thinking strategically, like, why is he doing this what's the reasoning um and so like i said those are the things that are happening um but there's a lot of thought

going into them and and it's kind of fun so what's been fun for me recently is like i've been looking at the people that i respect people that are doing cool things people that are having momentum in what their their business and um and some people just get lucky um but most people are strategically moving chess pieces around to do different things. And so it's really fun and interesting to, to watch. Um, it's kind of interesting as I was, as I was trying to decide if I should make some of these strategic moves, I got really nervous and I had this weird impression to message Garrett White.

I mean, Garrett J. White, so I must say it right. So I messaged Garrett and just kind of told him a little about what's going on and just checked in with him and then we started talking back and forth uh through text message and then um he told me what he's doing strategically and it was like super similar to i was it was kind of crazy how in alignment we were it's like the moves he's making his business moves i'm making my business and so it's kind of fun and it's like oh my gosh like looking from the outside in i would have thought you were crazy but now that i understand the strategy behind it, I'm like, Oh my gosh, you're actually brilliant. This is so cool. And so I'm watching that I've been watching, um, uh, there's someone who I had a chance to get to know a year ago through, through, uh, Instagram and it's Nicole

Arbor. And some of you guys may know her. She, she made a video back on a four or five years ago called dear fat people went crazy viral. She had a lot of hate for it. A lot of people loved it. But regardless, created a lot of noise. And it was fascinating to watch her do that a couple of years ago. And I was kind of interested, like, what's her strategy? Why is she doing this? She's going to make a lot of people angry, some people happy. Like, what's the reasoning? But she's very strategic in her thinking and the moves that she makes. It's fascinating. So I watched over the last two weeks or so, and again, watching her strategically do her movements. So she made this video, some of you guys may have seen it, talking about Jay Shetty and kind of calling him out on a lot of the stuff that he had plagiarized and stuff like that. And she put this thing out there, it went crazy viral on, on you, you know, on Facebook, Instagram, I don't know, probably other platforms as well, but, uh, between all

of them got tons of views. And it was interesting because then, um, again, and I'm, you know, we're all having a chance to watch the strategic chess pieces after the fact, right? So that thing goes viral and it's like, Oh my gosh. And, and, um, you see what she's trying to do. She's trying to, to get Jay to stop doing these things, right? And so I'm not going to comment on that at all because that's beside the point of what I'm talking about now. But she made that video. And then a few days later, she started seeding,

like I'm about to do my next big video to expose the next person I want to expose. And I was like, oh my gosh, like, huh? Like, is this her strategy to go and expose a bunch of people? Like, what's she doing? Like, strategically, I want to figure out what's happening inside of her mind as I'm watching this and she's building up to it and she's doing her Insta stories, everything talking about it's coming, it's coming and then it's like, boom, she launches it and the next expose is about this person and she kind of talks about the person, who it is and like all the bad things that people say about this person and she she says, that person's actually me. And it was fascinating because, um, she basically aired her dirty laundry, put out all the stuff

that someone could potentially say bad about her and put it out there. And what was, what was, what was cool is like, it took all the wind out of anybody who was trying to retaliate and attack back against her. Cause she's like, there it is. Like, and she didn't expose that on herself, which was really fascinating, um, to see. And it was like, oh my gosh. And, uh, anyway, so she put that out there and that was the next, uh, video and it picked up steam. Like there's momentum, right?

The first video in the second video, the next expose, expose is actually about her. And I was like the next fascinating, um, video in, in the sequence. And then, uh, and then she did another one exposing somebody who's trying to expose her. And like, uh, anyway, just fascinating watching these different, the different strategic moves. And I, again, I don't know the end goal where she's trying to checkmate who or what's going to happen, but, um, it's just been fascinating watching, um, as they're happening and catching on like, Oh my gosh, like this is the strategy that she's using to get attention and to get views and like, and, and to build her brand, like whatever the things are.

Right. And, uh, I actually messaged my entire social media team on, on Saturday. I was like, I want to make sure you guys are watching this and, and not, you know, like I'm not having all you guys watch it for the content like that. Like you can, that's cool. Like, but that's not my purpose. Like strategically watch what she's doing and how she's leveraging the momentum of one video to the next, to the next. And, um, and I was like, what do we have that we can do the same kind of thing?

Like, how do I make it so that my Instagram or my YouTube or my whatever, where it's not just random things we're putting out there, but there's like momentum and it's moving towards, and there's strategically something happening to build the pressure, to build the noise, to get from point A to point B to point B to point C and move people through this, this journey and this conversation. You know, I think one of my flaws in social media at this point has been everything's very much one-off. Like here's the thing that we're doing. Here's the thing we're doing. And we kind of come in and out and we talk about the thing. Whereas it's like, what if we turn this into a conversation? What if we turned it into multi-series events that are pulling

somebody from thing to thing to thing and causing, you know, controversy or momentum or whatever. You know, I don't think I'm a very controversial. I don't, I don't seek for that. I don't think my, my videos need to be controversial like Nicole's were necessarily, but conceptually, strategically, how do I create that in my, in, in the, in the voice that I have on social media? So anyway, I just, I just hope you guys are watching this game. Watch the people at the highest level that are playing, watch what they're doing and how they're doing it. And, you know, we're always, we're always seeing things in hindsight. Like the person makes the strategic move and we see it afterwards, but start watching this and start knowing like, why do they do that? What was the purpose? Why did that video happen here? Why did this thing

happen here? Why did Russell announce this? Why are they launching this now? Like, what are the pieces? Like, why did they pull this away? Like, what are the, like, what's the purpose? And I think if you guys start looking at that, you'll start really enjoying it. It's really fun. You know, one of my favorite podcasts is a podcast called Business Wars. And it's fun because it's almost like a produced podcast where they pick two businesses that were at war and they produce, like, seven or eight episodes and they tell you the story behind this business war. And this is all in hindsight though

because you see it's already happened, right? So it's like Mac versus PC, Apple versus, or excuse me, Mac versus PC, Adidas versus Nike, Marvel versus DC, PayPal versus eBay, like all these different business wars that happen. And you watch them and it tells you all the strategic moves that they make, but you're seeing it all in hindsight, right?

So it's super fun. In fact, I think I told it at the last time I spoke, I told everybody that like, that they should drop out of school and just listen to business wars. That gives you history and business, like all wrapped into like one super entertaining podcast. But I digress. Um, you know, I like, I like listening to that cause you get to hear the strategy that happened in the past in history that made these companies who they are.

But man, we're all sitting right now having this opportunity to watch as companies are strategically doing things to build themselves right now. We're living it. We're in the middle of it. Elon Musk, I'm sitting right now in my Tesla. Elon Musk, he files all these patents for the Tesla and for these battery-operated cars,

and he's doing the thing, and then all of a sudden he's like, hey, I'm going to open sources and give access to everybody for free. And you're like, wait, why would you do that? It doesn't make any sense. Like this is your, your intellectual property. He's like, I'm going to open source to give it to everybody. And then everybody can build upon it. And then what's going to happen is because of that, other people are going to fund the building of this huge, um, you know, all of the charging stations across America. because I can't fund that by myself.

So let me open source the patents, get everybody else building on it. And now we can all build this network that's essential for my company to survive, which is these charging stations. And so open it up and boom, that's what kind of happened. So it's just like, it's just so fascinating and fun to watch these strategic decisions. One of the ones that happened that's happening on ClickFunnels birthday next in like two weeks from now, I told it's Myron Golden and I love Myron, one of my favorite people ever. And I explained it to him. Then the next day he came back and said, do you realize what you're doing

here? And I smiled like, what? Tell me. And he said, if you, like when you do this, this is what's going to happen. I was like, I kind of smiled. He's like, you already knew that. I'm like, yeah, like that's the strategy. That's the chess piece I'm moving. Again, on the outside, you'll see the move, but I want you to stop and think like, why? What's the reason? What's he trying to do here? What's the purpose? Um, and hopefully you guys have fun watching as we go. So that's why I got back to the office. I gotta get some work done today. I'm submitting the book tonight. Um, so this is the end of the traffic secrets book. You guys,

I'm submitting it to the publisher. Woo hoo is due at 5 30 PM tonight. So it'll be out the door here soon. Um, wish me luck. And I hope you guys have a chance to read here soon. Thanks again for everything. And I'll talk to you guys,

um, on the next podcast. Bye everybody. 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 your copies of my two bestselling books. Book number one is called Expert Secrets and you can get a free copy at expertsecrets.com. And book number two is

called Dotcom 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.