Marketing Secrets with Russell Brunson - The Evolution of Your Framework... By Napoleon Hill

Episode Date: June 27, 2022

Another really cool insight that came to Russell while he's "meditating" in the Napoleon Hill room. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

When it comes to Smart Water Alkaline 9.5 plus pH with antioxidant, there's nothing to overthink. So, while you may be performing mental gymnastics over whether the post-work gym crowd is worth it, if you'll be able to find a spot for your yoga mat, or if that spin instructor will make you late for dinner again, don't overthink how you hydrate. Life's full of choices. Smart Water Alkaline is a simple one. Hey, what's up, everybody? This is Russell Brunson.

I'm sitting here in the Napoleon Hill Library having so much fun and inspiration and ideas. And I just wanted to share some of my thoughts with you about the evolution of your frameworks, your ideas. And I hope you enjoy. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're 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.

Okay, so like you guys know, I'm working on my fourth book. This one's taking me longer than all the other ones. Well, I don't know if that's completely true. Technically, Dotcom Secrets took me a decade to like learn the stuff and then write it. And I rewrote it five years later. So expert secrets, the same thing. It was like almost 10 years of trial and error to learn the stuff. And I guess traffic secrets the same way. So as it takes me about a decade to like earn a book and then, you know, 18 months or so to write it, this one, the success book is something I've been, it's interesting because I've been on this journey for most of my life, right? Like I would say,

like actively pursuing success started for me when I was in high school, excuse me, not high school, then ninth grade. So junior high, when I started wrestling, it was the first time I like had a thing that I wanted to become good at I still remember I was watching this um this video from Tom and Terry Brands who are you know two of the best wrestlers in the world and the intro of the video first has Tom Brands he comes in he says my name is Tom Brands my goal is simple I want to be the greatest wrestler in the whole world and then his twin brother comes out my name is Terry Brands my goal is simple I want to become the greatest wrestler in the whole world and so I remember hearing that I was like my name is Russell Brunson goal is simple. I want to become the greatest wrestler in the whole world. And so I remember hearing that. I was like, my name is Russell Brunson. My goal is simple. I want to become the greatest wrestler in the whole world, right? And then boom, it began and I wanted it. And so I fought and spent a decade pursuing that goal.

And I didn't become the best in the world. I did take second in the nation though in high school, which is pretty awesome. I was ranked in the top 10 in college, never placed in college though. And yeah, I pursued it and I enjoyed it. And I became someone different along the way, even though I didn't reach my ultimate goals. But that was the first time I was pursuing success. And I wish I would have understood the principles of success better. I was just kind of doing my best and I had success inside of that. But man, can you imagine if I would have understood the stuff that I've understood nowadays?

It would have been so much more fun. Anyway, I digress. So, you know, I was spending all that time and then in business having success. And again, my goal was never to like learn how to be successful. My goal was like, you know, I had, I don't know, I never looked at the lens of like, let me master success and then apply it to business or apply it to wrestling. It was just, I was trying to be successful. And so I would bump into things to have some, but I didn't have something that was like a framework or pattern that was engineering to get success. Does that make sense?

Anyway, so I'm saying all that to say that this book took me, I guess, technically 40 years of bumping into things. But then now it's been a two and a half year process of like actively figuring out like what is the actual perfect framework for success. And that's a, that's a big, that's a big, um, a big nut to crack. You know what I mean? Like, um, especially just how many books have been written on success and how many seminars, events and motivation. And, you know, when I wrote Dotcom Secrets, I was the only person that was writing about funnels. It wasn't like this was a thing yet, you know.

Like, there were people talking about it and people did some trainings and stuff on it, but I was the first to write a book about it. And so it was easier. Well, now it's like I literally have been buying every success book known to man, and there are thousands of them. I think conservatively, I've probably bought six, or excuse me, I think conservatively in the last six months, I've probably bought three to four thousand books on success. And I wish I could say I've read them all, but you know, I want them all so I can look at them and see what their titles are and their differences and their outlines and their tables of contents and then going deep into the ones that fascinate me. So anyway, and with that said, I've built this little working station where I'm writing this book in a, you know, it's a small office with no windows that is just wrapped in old books from the greatest minds of our time. And so I'm sitting here amongst them as I'm studying and flipping through their books and reading and preparing.

And anyway, I'm really enjoying it, but so I'm sitting here. Okay. So I digress. So the reason why I'm telling you this, I'm sitting in the Napoleon Hill room right now, and I'm looking at this, um, all the Napoleon Hill books through time. And it's interesting because I talked, I did a podcast on for a little while ago, but I want to go a little bit deeper into it. So I talked about how, how Napoleon Hill basically has one framework and all his books kind of fit in that, right? So the laws of success, there are 16 laws of success he wrote. And inside of these laws of success, the 16 laws of success, he's used those same 16 laws. And almost all of his books are taught through that framework of these 16 laws, right? So, for example, Laws of Success is this big, huge book series. But then Think and Grow Rich is one book

that basically takes you through those 16 laws of success through the lens of how to think and grow rich, right? But if I look at the books here, he also has a book called, let's see. Hold on, I'm trying to find one that's a good example for you guys here from the bookshelf. So I probably have 200 Napoleon Hill books here because this stuff's in public domain. So many people have written and rewritten them and stuff like that. But okay, so here's one called, um,

how to sell through life. Another one called succeed and grow rich through persuasion. One called how to raise your own salary. Another one The Master Key to Riches. So these are all books he wrote, but they're all different ways to teach the same 16 principles. Does that make sense? So Think and Grow Rich was like, here's Napoleon Hill's 16 Laws of Success, but in a book that's going to help you to think and grow rich. This one right here is How to Raise Your Own Salary. It's Napoleon Hill's 16 Laws of Success teaching you how to raise your own salary. So it's just fascinating how he's just taken the same framework and plugged it into these different books. But I want to talk about today is not so much that as much as the evolution of his frameworks. And this is what's fascinating to me. So as I started digging and finding all these things,

I'm trying to find every first edition of everything he's ever published. So I've found like gold mines of just cool things. I can't wait someday. Some things I can reprint and show you guys some things I won't be able to, but, um, man, there's so much cool stuff here. But one of the earliest things I found from Napoleon Hill, um, is this little booklet. It's like a little pamphlet. It's called the magic ladder to success. And if you look at it, it is, let me see, I'm opening up right now up right now. It says it's a pamphlet. It's only, how many pages is this thing? It's tiny. It's 36 pages. On the back of it, there's a pitch for his magazine.

So it's maybe 35 pages. And it's the Magic Ladder of Success. And as he's teaching this, this is in May 1921. He's going through this process. And the Magic Ladder of Success, there's these rungs and there are 16 rungs on this ladder and you have to step up these 16 rungs to have success. So this is before he wrote the laws of success. He called the magic ladder to success. And as you flip through the pages here, rung number one, a definite aim in life, which if

you look at the law of success, law number one is very similar. So back then he had this rung number one, a definite aim in life, which if you look at the law of success, you know, law number one is very similar. So like back then he had this rung number two, self-confidence. Rung number three is initiative. Rung number, ooh, the page is ripping. Rung number four is imagination. Again, this is a super old pamphlet, but anyway, so he goes through them and the first time he ever taught these way back in the day, he called them the magic, the magic ladder to success, which is really interesting. And then fast forward a few years later is when he wrote the actual law of success. So he, Oh, excuse me. Actually before that. Okay. Hold on. I have another book I found. This one's, Oh, this one's so cool. I can't believe I found this one. I feel like I'm a treasure hunter going through finding these first additional books. You guys like it it's so much fun so this one what year is this one published in so this is a book that um i'm not sure if it's got the

copyright date inside of here maybe it wasn't copyrighted which is definitely possible um i'm not finding copyright date here at least not quickly it's probably here somewhere um so the first one was a pamphlet called the magic ladder success now this is a book called the magic ladder success and it's probably let me scroll the back here it's a 200 pages so it's a 200 page book and it's taking the same the same you know 16 rungs of success they talked about the magic ladder success pamphlet and then it became the magic ladder success book right and so again it's the evolution of these ideas as i'm sharing this with you guys because all of you guys have a framework right some framework for success that you're doing and i think you're all and i know i've struggled with this too so

i'm not the only one but like we have this framework and then we're waiting for it to become perfect but if you look at this napoleon's first one was a you know 20 page booklet teaching these 16 ladders or 16 runs of success. And later, the book, The Magic Ladder Success, which is a 200-page book, him teaching the principles. Then you fast forward over here to the side library. Then a few years later, he came out with The Laws of Success, which is, well, this is interesting, the very first edition, which I have the first edition book here um it was published

in 1928 and it is one two three four five six seven eight it's eight books right here but i actually found this is the most expensive book i bought to date i found uh laws of success book he published or he wrote three years before the actual first edition and he only published a handful of them and i have one of the original copies that he actually signed which which is so cool. Now there's actually 16 books. There's one book for each law of success, which is really cool. And then, yeah, then became law of success, eight books. And then I have probably two dozen different versions of the law of success. One were eight books, one were there, one huge fat book. Anyway, so there's those ones. But then, so that was 1920. Then fast forward, 1945, he went back through.

He kept evolving these laws, right, these principles, these things. Then he came out with a book set. It was 16 laws. It was a book set called Mental Dynamite. And it was 16 books that he wrote. And he wrote it in 1945. And what's interesting is that 1945 was the middle of, I think, World War II. And there was a paper and ink shortage.

So he only printed a few dozen copies of this and never got mass produced. And I happen to have a copy of it. It's really cool. But it's 16 booklets called Mental Dynamite Series, and it's 16 books from teaching, once again, the 16 laws. But it's interesting because you look at this, it's this evolution of these principles. After going through this and writing, as far as back as I can tell, the first thing I have is the magic ladder to success. This is the first time you put these things down to like, here are the 16 principles. Then he kept evolving and evolving and evolving and evolving and he kept growing and evolving until he became boom from that to laws of success, to think and grow rich, to raise your own salary, to mental dynamite, and so on and so forth, right? But he

kept doubling down on these 16 laws, these 16 principles, his framework for success. And so I just want to come back to you, right? Like this whole business, I don't care if you're selling physical products, info products, if you're trying to, whatever it is, like you're trying to get some result for a customer, right? Like you have something that you're taking, some process you're taking somebody on. I'd call it a framework, you can call it whatever, but you have that thing, right? So what is the step-by-step process? Like Napoleon Hill went and spent 20 years figuring out the 16 laws that he, or 16 rungs of the ladder, whatever you want to call it. And then he spent the next, you know, 50 years of his life just teaching that over and over in different ways,

in different structures, different formats, different things. In fact, the guy that I bought most of these old books from, he made me laugh. He's like, have you ever noticed, it seems like Napoleon Hill is just plagiarizing himself over and over again? It's like, well, it's because he knows these are the principles that work, right?

And so he's evolving them and tweaking them and he's got better stories and different stories, different ways to apply it and faster ways to apply it and so on and so forth. So my question for you that I really want you to kind of think about is, is like, first off, what is your framework? What is your, like, do you have that yet? If not, like you got to define it, like for my customers, this is, this is the result I'm getting them, right? And then these are the steps or the laws or the rungs of the ladder or whatever it is, like the step-by-step process that

you go through consistently every single time to get someone's success. Right? And then after you have that framework, obviously you can evolve it. You can add it. Maybe it's six steps and eventually it becomes eight steps. You can do those things. But I think it's fascinating that he literally, 1921, came up with 16 rungs of the ladder. And then it's been 16 through the next 50 years. He

didn't change that. I didn't become like, Oh, here's the 17th or longer. Here's the, you know, 22nd law of success. Like it was, it always was those things. But then what he tried to do was how do I make this simpler and simpler and simpler, right? The laws of success is amazing, but it's a big, huge book set. No one was reading it. So he's like, how do I make this simpler? So he made a smaller version, which was think and grow Rich. And boom, that one blew up and sold, I don't even know how many copies, a lot. In fact, I have a whole bunch of the old and original ads for Think and Grow Rich sitting here right in front of me. In fact, do I hear the headline? Here's the headline for the original Thinking, one of the original Think and Grow Rich ads said, would you give $2 to be rich?

From the moment you joyously hold Think and Grow Rich ads. It said, would you give $2 to be rich? From the moment you joyously hold Think and Grow Rich in your hands, this powerful new friend starts in to help you. That you that you read about, that reads these words, will be a new and different you one hour after reading Think and Grow Rich. Yes, strange things may happen in an hour.

Strange things, happy things that will affect your whole life. Things that have happened to countless ambitious people who have read this amazing book. Think and Grow Rich has changed thousands of natural born doubters to doers. They were set aflame with new ambition. They found the easy road to self-advancement in this big book. They found that just one thing would bring them what they wanted. No tiresome study, no dull lessons, no long drawn out theories, no difficult things to understand. Clear and easy for you. Napoleon Hill makes everything in this great book so simple and easy to understand. Every reader of this book is dumbfounded at its simplicity and gratifying clearness that

first five minutes, clearness that the first five minutes he reads, he quickly realizes that he has found exactly what he's been looking for. And nothing in the world is as marvelous as that feeling of happy discovery, the great relief, the fine new grateful feeling of surging enthusiasm and fresh glowing ambition that fills you from head to foot. You grow warm all over with a keen yearning

to try at once the vital secrets he lays bare. You know by instinct that they fit you and are for you and that you can make them do for you many things which you never thought were possible. Is this amazing? This is the original ad for Think and Grow Rich. I'm getting so excited right now. Each and every page apprises you and each new page you turn gives new impetus to those feelings. You are impatient to begin. Surging within you is a thing of fire you can't understand, but you will later. You will realize that you are done with vain starts towards success. You are through the mental tussles that bothered you. You are done with all the doubts of your

despair and have left them all behind. For you have this thing that is strong and sure and has miraculous power and will be right for you from today on, opening the new path to a bigger life. What I would do if I had a million dollars. A man needed a million dollars for a plan he had to help thousands of young men succeed in life. For years, he could not raise it. A fresh idea came to his mind, and within 36 hours, he had the million dollars. Read the methods he used, and think and grow rich. Oh, it's so cool. Happy results are secured with no hard labor, no sacrifice, no silly cult, no great education. This is your guarantee. Uh, anyway, so cool. Um, anyway, that's just one. I have like five or six of the old ads here. Here's another headline. When riches begin to come,

they come so quickly in such abundance that one wonders where have they been hiding during all those lean years? Um, anyway, so cool. So, um, anyway, I just want to share this with you guys because like, this is the, this is the key for all of you, right? Creating a framework and then adding it and then making it better and better and better. Like the success starts coming with simplicity, right? So again, I was talking about earlier, like you went from 16 books to eight books to one book that could get in people's hands and made the process simpler. For me, right, if I think about the funnel stuff,

I spent a decade, decade and a half studying and mastering funnels, right? And then I was trying to teach people how to do it and it was just complex, how to make it simpler, simpler. And then the dot-com seekers book made it simpler, right? And then ClickFunnels software made the practical application of these principles simpler. Like it's all about simplicity, how to make it easier and easier and easier and easier. That's the game that we play.

And so that's for you guys, what I want you to start thinking about too is like, what's the framework that gets somebody from A to Z, gets them the result that you promised them inside of your business. And then you create that. Make your first version. Make your, you know, the magic ladder success booklet that's 30 pages that just goes through the things, right? And then put it out there. Make it a lead magnet.

And if somebody's out there, it's like, hey, I'm going to be with a 200-page book. And then I'm going to try a book series and a set and a thing. And obviously, most of you probably aren't writing books, but maybe it's a webinar, then a podcast, then a masterclass, then a weekend seminar, a weekend seminar you know virtual seminar and then you're putting it out there and then how to kind of make software make this simpler can i create supplements

to make this simpler like what are all the things i can create to make this simpler and simpler and simpler like those are the things that you got to be thinking through to really win this game right with click phones 2.0 that's that's was the initial kind of impetus for the whole thing. It's like, how do we create something to make this simpler? And boom, inside of that question came ClickFunnels 2.0 and all the things that have come with it. So anyway, I'm excited. I feel, I don't know, this room is magic.

Hopefully someday you have a chance to come visit it. I think we should do like a golden ticket. Like I'll put a golden ticket inside one of the books that invites you guys to come hang out with me for a day inside of the Napoleon Hill room. You can write and study and read. Ooh, that'd be fun. Anyway, I hope you guys are amazing. Thanks so much for listening. I appreciate you guys. Go and create your frameworks, create your system, simplify them, make them easier for people. And when you do that, it will change their life and through the process, they'll probably change your life as well. Thanks so much guys. and we'll talk to you soon.

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