Marketing Secrets with Russell Brunson - The Framework For Your Future Based Cause

Episode Date: December 9, 2019

As I'm re-geeking out on Expert Secrets, let me show you something new that I found. On this episode Russell talks about re-writing the Expert Secrets book and how that lead him to doodle out the framework for a future based cause. Here are some of the awesome things he explains in this episode: How to build your own framework instead of teaching by just giving a mess of random information. And understanding what a future based cause is, with some examples from political elections. So listen here to find out how the updated version of the Expert Secrets book is going to be more clear and awesome than the old version before it actually comes out in May. Transcript - https://marketingsecrets.com/blog/265-the-framework-for-your-future-based-cause Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, hey, good morning, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I hope that you are enjoying whatever it is you're doing in life right now, and I appreciate you taking a short breakout, hanging out with me on this podcast and to talk about marketing

and all the things that get me and hopefully get you excited as well. So that's it, let's keep the theme song. When we come back, I'm gonna share with you some updates about the things I'm learning while I'm writing the books. 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. All right, everybody. So first off, so many exciting things happening. We are getting closer and closer to Christmas. If you've been following along, you know that recently I wrote my third book, The Traffic Secrets Book, And then I started a rewrite of the Dotcom and Expert Seekers book.

So I rewrote the Dotcom Seekers book. And it's basically a brand new book. So that was like a whole second book. And I started the Expert Seekers book. I'm like, oh, this is not gonna be that big of a deal. It's gonna be simple. But I am now two weeks into it and it's literally a brand new book. So if you read the old ones, they're okay. The new ones, they're insane and I'm excited for it. Um, and I, yesterday actually the, the publisher, Hey House, they sent me back, um, the interior proof of the traffic seekers book. Ah, so we took it and we printed it out and spiral bound it. Uh, like the exact same size will actually be when it's a book. So I'm actually holding right now in my hands, the first Traffic Seekers book, which is crazy and it's insane. And I can't wait to deliver this to you guys so you can start using it, especially right now. I don't know if you guys are filling the season

we're in, but we're in the season of Mark Zuckerberg shutting people down like crazy. Left and right, everybody's accounts are getting shut down, which is what I prophesied out in the book. So I'm hoping the book comes out before he shuts everyone down. Otherwise people would be like, yeah, Russell, um, we saw that happen a while ago. Whereas if you guys, if, if, uh, if you read my book first, you're gonna be like, Russell's a genius. So let's just pray that he keeps everybody's ad accounts live at least until May 5th. And then afterwards you can do whatever you want because now you'll have the new blueprint for traffic without having to rely on the Zuck or the Berg or whatever you want

to call them. So, um, anyway, that's exciting. But, um, today I'm coming to you because like I said, I'm sitting here, uh, doing the rewrite of the expert secrets book. Um, and, uh, I'm excited because there's so many new things I'm adding in here. And like one of the big sections is, um, we're talking about his frameworks and how to create your framework and then how you teach your framework and how you use that to, to to teach people but then also use it to create products and like anyway the framework is like this this core foundational thing that i've never talked about before i did a podcast episode about a little while ago which is worth listening to it's called the framework plus four secrets um anyway i'm not going to go deep into framework

stuff um just let you know that i'm a geek out on frameworks because of that, like, as I'm going through this book, I'm deliberately making really solid frameworks. And so, for example, yesterday, actually, it was, yeah, anyway, a little more than yesterday. It was yesterday, the night before yesterday, which doesn't really matter to you. But I was doing the edits on the chapter, the future-based cause chapter in the Expert Secrets book. And if you read that, the chapter is good, but it's like, here's a whole bunch of ideas. Like, oh, you can do this and this and this. So it was good for an idea-generating chapter. But as I was looking at it, there was no framework to it.

It was just like, you can do this and you can do this and I did this and here's what Brandon Cannon did. So it was good for my ideas, but it wasn't good for my, here's a framework you can model, you can replicate, you can simplify, you can use over and I did this and you know here's what Brandon Kalen did and like this was good for my ideas but wasn't good for like here's a framework you can model you can replicate you can you know simplify you can use over and over and over again so I started looking at all this stuff that was in there and then I broke it down and I simplified it into like an actual framework and then I made a doodle because I'm a doodler so I doodled I listed out like the steps of a framework and I doodled it out and I started freaking out and I sent a picture of the doodle to like 10 people. They all freaked out and then, um, we doodled it and now I, now it's in the book. So you guys will see the doodle. I wish I could show it to you right now, but, um, uh, maybe I'll send a picture of it and Chris can make it the podcast cover.

So maybe, maybe go back and look for the podcast cover of this episode and you'll see the doodle. But, uh, basically it was a doodle about how to create a future-based cause and what's interesting is now i'm taking here's random ideas and and then building a framework and plugging those frameworks in or those ideas into the framework now it's like so simple and so replicatable and so i'm gonna kind of walk you through this so um this is coming back to the expert secrets chapter on how to create a future-based cause. And so, um, basically, let me see if I can, if I can pull it up in the book as I'm going through this that way. Um, we've got it. Okay. So the way that I did the structure, so secret number four in the book, it might change. It might be five actually, cause I've had another chapter earlier, but,

um, all right. So there's basically four steps inside of this framework. So step number one is you have to launch your platform to become your dream customer's guide to the result they're trying to get, right? And so this is where it's like, basically these dream customers, they could be trying to get their result from anybody. So it's like, why should they pick you? Why should they pick your movement and your tribe and your people? And so I talk about creating like a campaign slogan. So for the funnel hacking movement, the big slogan is one funnel away, right? It's something I'm always talking about. I've been talking about for four years now. I keep preaching it from the, everywhere I can, you're one funnel away, one funnel away. Like that's my campaign speech to get people into

our movement, right? It's the same thing, you know, when in political elections, every politician has some kind of like slogan they use to try to get people to follow them into their political party and vote for them, right? So us as entrepreneurs, we have the same thing. We got to like treat our business like a campaign, like we're campaigning for the attention of our dream customers. How do we get that? And then it was crazy in the expert secrets book, the original one, I shared two or three political campaigns where I'm like, it's interesting. If you look at political campaigns, most of the winners used future-based causes and most of the people who lost used improvement offers. So yesterday as I was writing this chapter, I went back through and I was like, I want to see

how far back that's actually true. So I went back and I found all the campaign slogans, all the way back to the year I was born, so 1980. And what is insane is every single person from 1980 till this last election, the person who won always had a future-based cause as their campaign slogan. Every single person who lost always had an improvement offer. All the way back to 1980. It actually went back further. 1980 was the year I was born,

so I'm like, I'm going to stop here. But I have them all here. It's like, the book, it's so crazy. Like 1980, Jimmy Carter's. So the losers, again, they had an improvement offer that focused on the president. So Jimmy Carter's, when he lost in in 80 was a tested and trustworthy team. So he's saying like, we're focusing on the present.

Like we've got a good team. We're trusted. We're going to do good. Whereas Ronald Reagan in 1980, his campaign slogan was anybody know drum roll, please. I'll give you a hint. Um, Donald Trump used it in his last election. So 1980 Reagan's slogan was let's make America great again, which is a future-based cause, a new opportunity. It's crazy.

And then you look down and Walter Mondale in 1984 lost to Ronald Reagan. And Mondale said, for new leadership, which is very much an improvement offer, we're going to make better leaders. When Ronald Reagan said, it's morning again in America, a future-based cause. Boom, this thing's happening. Anyway, it's morning again in America, future-based cause. Boom, this thing's happening. Anyway, it goes down. Bob Dole had an improvement offer. Al Gore, John Kerry, John McCain, Mitt Romney, all of them had present improvement offers, and all the winners had – anyway, it's insanely cool.

So that's number one in my framework, right? So then I talk about that. I explain that, tell a story, and then I give some tactics of how to – the strategy of how it works and the tactics of how it actually works, right? And I show a bunch of case studies of people who have done future-based calls. Okay, after that, now I've done a campaign. I get somebody into my movement, into my cause. Now the next thing is I have to give them an identity shift, right?

So this is now where I need to make them become a funnel hacker, like i give them t-shirts i give an i am statement i am a funnel hacker i build funnels um i'm doing all those things to get them to to make this transition to to put on as kaylin poland said at funnel hacking live two years ago she's like the when someone puts on your their swag their t-shirt whatever they're it's like an identity shift it's like they're putting on their superman. Like now they're a different person. They're able to accomplish things differently because, because of this, this identity shift, right? So number one is I can't pay for their attention. Number two, I'm giving them identity shift. And then, um, step three now is when somebody comes into, into my community, right? They're trying to get a

result. They're trying to make money, trying to lose weight, trying to whatever result your business has, right? Plug that in here, right? And so you're taking them on this journey of achievement. They're trying to achieve something, right? And if you see my little doodle here, there's a, this doodle that moves people up the value ladder. I just try and get them to achieve something. The problem is the most time you're trying to achieve something, it's way out there. Like I'm trying to lose weight. I'm trying to make money. I'm trying to build a company. It's not a very tangible thing. You're just running towards growth a lot of times. And so what we do then is inside of that, we try to create these milestone awards to give people ribbons, to give people awards along the path,

which will help pull them towards the result. And so for us, it's the Two Common Club Awards. Two Common Club, when someone hits a million dollars, that's a milestone. When they hit two common club X, that's 10 minutes, a milestone to common club C. What was two common club C? Well, C is the Roman numeral for a hundred. So it's the a hundred million award. And we also have three common club award that we're building for somebody who, you know, someone who's going to earn that someday.

Um, we have these milestone awards that pull people to the, um, to the end of the finish line. Right. And so that's the, the journey of achievement. And then this comes back to the heroes to journeys. Ah, so many cool things. Um, also inside the extra secrets book that every hero has got a journey of achievement, but they also have a journey of transformation. So the second thing is your job, um, inside of this future-based cause is to give them the journey of transformation and so um what are you doing that way and so it's like the social missions it's what we do with village impact with with our it's um this new too hard award that we're coming out with

um anyway a whole bunch of cool stuff but um anyway so that that is the the framework that that i created i took this mass chaos of a chapter a whole bunch of random things and i built out a framework i made a doodle to go with framework and then from there it will actually go through and um people can go through now and um and see okay to build future-based college like here here's the structure here's what i do now it's replicatable they can see it and they can do it over and over again and so i think one of the big things this podcast and there's two two kind of points to it. One is diving back into

creating your own framework. Don't just teach stuff that's cool with a whole bunch of, here's cool, and this is cool, and this is cool. It's like create a framework you can develop and design to make something replicatable

for somebody so they can come back and they can do it. And then number two is just understanding the future-based costs and the cool things tied back to that. So anyway, I'm so excited.

I'm so excited for you guys to get these new copies of this book it's funny i got people who message me like i just bought i just bought dot com secrets expert secrets i'm like ah dang it i'm like it's good but it's gonna be great just i mean read it but then read the next one coming out in a couple months for now i promise it'll be worth it oh it's so funny um anyway well that said i'm gonna get get back to writing I got I got two weeks left to write to get this book done so wish me luck

also we're almost without Fun Locking Live tickets if you don't have your ticket to Fun Locking Live yet you should get there this year's event is going to be insane the lineup's insane

we announced Tony Robbins is coming back to speak we got Tom Bilyeu who's the founder of Quest Nutrition. They sold for a billion dollars. Now he runs Impact Theory.

We got Ryan Holiday, who's my favorite author. We've got tons of people in our funnel hacking community. We've got Prince EA, who has got one of the best storytellers I've ever met or ever seen. He's got videos that have been seen like two or three billion times on Facebook, all based on just amazing storytelling. Like, ah, anyway, so much good stuff happening. And so happy Funnel Hacking Live in January. So if you're taking a shit, you should hurry.

We won't be sold out by the time you hear this, but if not, we're gonna be sold out soon. So make sure you get your tickets at funnelhackinglive.com. All right, guys, with that said, appreciate you all. Thanks for hanging out. And we will talk to you soon. Hey, this is Russell again. And really quick i want to thank you so much for listening to the marketing secrets podcast i hope you enjoyed this episode and if you did can you imagine what it

would be like to experience this for four days with 5 000 other insane funnel hackers people who are just like you who think like you who believe like you have vision like you if you would like to do that then you need to be at this year's Funnel Hacking Live. It's coming up very, very soon. If you don't have your tickets yet, you can go to funnelhackinglive.com, and it gives you the ability to leave your home, leave where you're trying to create and dream, and come to a place with a whole bunch of people who think like you,

who believe like you, who see visions like you, of what they can create and what they can become. Funnel Hacking Live is not just a marketing event. It's not just a personal development event. It's both of those things wrapped into one. And it is an experience that will change your life forever. So I want to make sure you get your tickets. If you don't have them yet, go to funnelhackinglive.com.

Get your tickets. We have sold out five years in a row. We will sell it this year as well. And after you get tickets, you will be there with 5,000 other insane, crazy, fun funnel hackers talking talking how to grow their business sharing all the best marketing secrets things are working today you gotta go get your tickets now at funnelhackinglive.com thanks so much and i'll see you in nashville