Marketing Secrets with Russell Brunson - The #1 Secret To How Rachel Hollis Sold 4+ Million Copies Of Her Book

Episode Date: April 27, 2020

I recorded this podcast after getting off a call with Rachel and I asked her my #1 question... On this episode Russell talks about a call he had with Rachel Hollis and asking her how she sold 4.3 million copies of her book without paid ads. Here are some other awesome things to look for in today's episode: Find out the difference between a war time and peace time general. Find out how Dean Graziosi changed his ads and products to go better with the world we're experiencing now. And find out Rachel Hollis' strategy for selling so many books. So listen here to find out the answers to those questions and how you can take advantage of the times we're living. Transcript - https://marketingsecrets.com/blog/305-the-1-secret-to-how-rachel-hollis-sold-4-million-copies-of-her-book Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I'm excited to talk to you guys today. I hope you're excited to hear from me today. If not, just skip to the next episode. But anyway, I'm gonna be talking today about a question I just asked Rachel Hollis. I asked her, how in the world have you sold, I said a million copies of her book, she told

me it was 4.3 million or something crazy like that. So you want me to answer how she did it? You're gonna find out in this episode of the Marketing Secrets Podcast. 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 I hope you guys are surviving quarantine. I didn't shave today, so I got a little bit of a beard growing out. I was doing Facebook Lives every day for like three and a half weeks, and then I just stopped. I've been getting back into work and working through a whole bunch of stuff. Anyway, it's been fun. This week's been really cool for me. I did a juice fast. I've not eaten in five days. On top of that, I've been focusing on redoing all of our stuff and shifting our whole company around. In fact, this is kind of interesting.

I just had a call with Rachel Hollis, and we're talking about a bunch of stuff. In fact, I'm going to share something from that call here in a minute. But one of the things she talked about, she said, have you read the book, The Hard Thing About Hard Things? I said, yeah, I've read The Hard Thing About Hard Things. Come on now. That's a good book. Anyway, she said one of the things, and I totally forgot about this, she said one of

the things that the author talked about in there was that there's a difference between a peacetime general and a wartime general. She started talking about some of the stuff she was doing. I was like, we literally just did the same thing. It was interesting. I was like, oh my gosh. We're stepping into this new time, this new area where for us to be leaders for our teams and for our people and for our families, there's differences in a peacetime general and a wartime

general. We understand that the wartime general is not like, okay, let's have committees and discuss, it's like, no, this is what has to happen. We're doing it. You're gonna listen and we're going to go. And like, anyway, it's just, it was kind of interesting. So it made me feel validated in some of the stuff I'm doing and some of the things I'm moving. I'm moving a lot of cheese around in the company right now. Uh, in fact, I don't know if you're in the book, who moved my cheese, but, um, anyway, someone said, uh, said here at know if you read the book, Who Moved My Cheese? But anyway, someone said, said here at ClickFunnels, the cheese, it's cheese wheels, so they're just rolling all the time, so it's always constantly moving,

but made some big shifts and some big changes. Anyway, and so it was kind of cool, like the wartime generals versus peacetime generals. But anyway, I digress. So we're talking to Rachel, super honored. She's, I sent them, her and her husband, a copy of the Seekers trilogy box set and they actually started reading during quarantine and she read the

dot-com Seekers book and experts she's in traffic secrets right now so anyway so we jumped on a call and just kind of brainstormed and she asked me a couple questions and I asked her a couple questions and the number one question I asked is how in the world does you sell a million copies of your book without any paid ads and and she kind of laughed and then she said it's actually four four point three million so far that's just one of the books she sold. She's got two books. And, uh, and I was kind of just joking. Cause I was like, I don't think I can replicate what she did. Like it's insane. Um, but then she came back and she said something really cool.

I was just like, Oh my gosh, it was, it was really cool. She said, um, she's like over the, over the decade, I was, before I wrote the book, I was listening to my audience. I knew the questions they kept asking me over and over and over again. So I wrote the book answering those questions. She's like, there are 20 questions I got the most. And so I had 20 chapters and each chapter is addressing a question with my story about how I figured it out and how I got through and all that kind of stuff.

I was like, that's pretty cool. And she's like, right now though, I just finished my third book and it's supposed to go live. But she's like, I told my publisher to stop. And she's like, I'm gonna do this thing called crashing the, I don't know if you call it crashing the presses or something. She's like, no, that isn't. I'm like, no. She's like, it's, and she's like, I'm gonna do this thing called crashing the, I guess you'd call it crashing the presses

that are out of something. She's like, no that isn't. I'm like, no. She's like, it's where, she's like, you know when a celebrity dies, and like, you know, three weeks later, a book comes out on their lives? Like that's what's crashing the,

anyway, whatever it's called, where it basically come out real quick. They write a book, really, you know, very timely, then launch it as quick as possible to kind of piggyback off of current events. And she said, right now, she's like, what my audience needs is not the third book I wrote. She's like, they need this other book that I haven't written yet. So she's like, I'm writing a book. I'm trying, I've got a month to write this entire book. We're going to crash the

pressures that's going to come out while we're on quarantine. And, um, and, uh, and she talked about how it was just like, it was interesting because she was like, I know that my women are not thinking about what the topic of book number three was. They're talking about this. And so if I gave them book number three, they wouldn't pay attention. They wouldn't sell it well. It's just not what's top of their mind.

She's like, this is what's top of their mind. And I was thinking about that. And then I remember I was talking to Dean Graciosi. Me and Dean do a call every week, just kind of brain dump. And I show him all the cool stuff we're doing. He shows us the cool stuff he's doing. And one of the biggest things is all his ads

are working the best right now, literally are starting talking about the economy. They grab people where they're at, like hey I know you're freaking out about the economy, I know you're stressed out, but and then wraps it into whatever the thing is. So his ads are doing the best. He also went back to his auto webinars,

selling Mind Mint, or selling, excuse me, the KBBmastermind.com thing. And it's interesting because it's like they do this whole, they do the actual webinar. It was him and Tony and me and Jen and stuff. But then the webinar starts and as soon as Tony introduced himself, it stops. It's like, and it pulls out and he's like,

hey, real quick before I get into this, this was recorded on this day. We're coming back right now. Ever since we recorded this, everything's shifted and it's changed. Things are chaos in the economy. And so he bridges that gap, meets them where they're at, and then drives back into the webinar afterwards. And that dramatically increased their conversion rate.

So it's just interesting. So my question for you is, looking through that lens, again, and this is not just for quarantine time, but for any time. What is the thing that is number one concern or fear on my audience's mind right now and how do you enter the conversations already happening inside their mind and then you just hide back your product or make a product around that um anyway and i think i know we know these things and i think about them but like it i think a lot of times we think about like how do you capitalize on the moment it's not that it's it's more entering the conversation inside someone's mind. And, uh, you know, and if it's crazy, cause like that's what Rachel attributes selling four and a half million copies of her book to. She literally was the number one. Uh, there's

only one author. Uh, Michelle Obama's the only person outsold her last year on the, on the New York times list, which is crazy. Um, but it all came back to that, came back to, uh, to, to, to really getting deep inside their mind and knowing exactly what they're looking for. So anyway, I'm curious if you guys, do you know what your customers are freaking out about? And you know how to communicate that and grab their attention because of that and then transform that into a way that your product gets them out of that pain or moves them towards the

pleasure they're looking for. Anyway, that was my big insight. So a couple of insights from there. Hopefully you got a couple of things. Number one, the difference between a peacetime general and a wartime general. If you want to go deeper than that, go read The Hard Thing About Hard Things

by Ben Horowitz, I think is his name. That's number one. Number two is if you want a bestseller or a bestselling ad campaign or high converting webinar, it's entering the conversations happening right now, addressing it, and then showing how your product, your service, your thing either moves that person towards closer towards pleasure or more away from pain. Anyway, fascinating day. So anyway,

it's Friday. I'm gonna finish my juice fast today and then tomorrow I'm gonna eat some food. What? It's been five days. I am down seven pounds this morning though. So I feel good. I was up eight to start. So hopefully tomorrow I'll be back to scratch where I'm back to my fighting weight before the quarantine 19 or whatever hits. So anyway, I appreciate you guys all. Hope you enjoyed this episode. If you learned anything cool, please take a snapshot of it

and tag me on Facebook or Instagram. Share with your friends, family, and other people. And with that said, I appreciate you all. Thanks so much, and I'll talk to you guys all soon. Bye, everybody. Hey, everybody, this is Russell again. And really quick, I wanted to invite you to join arguably the best thing that we've ever put out

inside the ClickFunnels community. And it is a challenge we call the One Funnel Away Challenge. You know, everyone in their business, in their life, they're one funnel away from something. Some of you guys are one funnel away from quitting your job. Some of you guys are one funnel away from getting more impact. Some of you guys are a funnel away from growing your company to the next level. And so we created this challenge to help you to create and launch your first or your next funnel.

No matter where you are in your business, this challenge is going to help you. It's going to help you understand the strategy, help you understand the tactics, help you understand all the things you need to be successful with your funnel. So what I recommend you do right now is stop everything, pause this audio, go online and go to OneFunnelAway.com. That's OneFunnelAway.com and join the next challenge. There's a challenge starting in the next few days. So go get started right now. OneFunnelAway.com.