Marketing Secrets with Russell Brunson - The Framework on How to Teach Your Framework

Episode Date: February 17, 2020

Now that you have developed your own frameworks, this episode will show you how to teach a framework so that people will understand it and are able to actually implement and use it. On this episode Russell teaches how to teach a framework. Here are the three steps that you need to follow: Tell the story of how you learned or earned your concept. Tell the strategy. Tell the tactics. So listen here for Russell's explanation of these three steps of how to teach a framework. Transcript - https://marketingsecrets.com/blog/285-the-framework-on-how-to-teach-your-framework 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. All right, I got the next section from my Funnel Hacking Live presentation I wanna share with you guys. So our last episode, I talked about the five steps to find your voice,

and inside of that, how you start creating and testing your own frameworks. So now I wanna do, this episode, I'm gonna share the next step in the process, which is like, well, now you have a framework, how do you actually teach the framework in a way that people will remember,'ll move them and help them to, to have success. And so this is the episode that's going to teach you my framework on how to actually

teach frameworks. So I'm a cute theme song. When we come back, you'll be live with me at funnel hacking live 2020. 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.

Now we're gonna move to the next framework, which is my framework for teaching frameworks. You guys get that? Okay, I'm gonna teach you my framework for how to teach frameworks. And this is one that I'm really excited about sharing with you guys. This is one that took me a long time to figure out how to do this, and it wasn't something that was like, like somebody taught me. It was like tons of time like this on stages where I have an idea, I have something big I want to share with people, I try to share it, and like it hits and it kind of falls dead. I'm like, ah, that didn't work, right? And so doing this for a long time, this is kind of the framework I developed, and so I'm excited to share it with you guys. Okay, first thing I understand,

I learned from Brendon Burchard, who spoke at last year's Funnel Hacking Live. In fact, I was at an event with him. It was a small mastermind group, and we're all sitting there, and the person hosting it was like, hey, Brendan, do you want to show everybody your seven-day launch funnel? How many of you guys watched that last year at Funnel Hacking Live? It was amazing, right? And he's like, oh, sure, give me like 10 seconds, I'll be ready. He jumps up, gets a whiteboard, he's like, okay, and draws like four or five squares and circles, angles. He's like, okay, boom. He's like, oh sure, give me like 10 seconds, I'll be ready. He jumps up, gets a whiteboard, he's like, okay, and draws like four or five squares and circles, angles. He's like, okay, boom. He's like, this is my framework for the seven-day launch funnel.

And he said something, oh, and then he started teaching. He's like, okay, first step of the framework, he's taught that. Second step, and then people ask him questions and he'd get derailed and he'd come back and keep going. And someone else asked him a question, he gets derailed. And someone said, I'm so sorry, I keep asking you questions. He said, no, don't worry about it. He said, you have to understand, the framework is your savior.

It's the thing that saves you as you drift off your teaching. It's like, where do I go from here? Oh, back to the framework. The framework keeps you in line and makes sure that what you're saying follows a process that other people can follow as well. Okay. So it's important to have these frameworks as you're teaching, as you're sharing, as you're giving, because everything you're doing from, again, from the ads to the videos are all following a framework. Okay. All right. So the first phase in the framework. Okay. The first phase when you're telling a framework is you have to explain the story about how you learned or you earned that thing. And yes, that's a picture of me with a black eye.

This is Nate Plone. He's the guy that made a Potato Gun DVD with me. We were wrestling in practice one day, and I took a shot, and I shot with my head down, which is not good, and I was punished. My eye hit his knee, swole my eye shut for a week, about 100 stitches there, and I shot with my head down, which is not good, and I was punished. My eye hit his knee, swole my eye shut for a week, about 100 stitches there, and it was a really cool thing. So I just wanted to put that picture there because it's amazing. So, okay, so the first step when we're teaching a framework, you have to tell the story about how you learned or you earned it, okay? I learned this the hard way. A lot of times when I was learning this, when I was first kind of developing these ideas, I would come and I would

spend insane amounts of hours and time in my life like testing out a concept and figuring it out and like figuring out how to funnel it works. And I come to an event like this, I'm so excited to share it. I'm like, hey guys, this is how it works. I share how it works. And every single day they're like, uh, okay. I'm like, what? Like, do you not get it? Like, let me explain again. I show the process. Like, yeah, no,

we heard the process. Like, that's good. Thank you. I'm like, no? Like, do you not get it? Like, let me explain again. I show the process. Like, yeah, no, we heard the process. Like, that's good. Thank you. I'm like, no, like, do you understand, like, what I had to go through to get this? They're like, no, I don't understand. And I felt like if you guys read the New Testament when Christ talks about not throwing your pearls before swallowing, like, I felt like that. I was like, I spent so much time learning and figuring out this thing, and I gave it to you, and you're like, oh, cool.

Like, do you not understand what I went through to learn that or to earn it? And so I remember at one event in particular, I was sharing something three or four times. I got so mad, so frustrated that nobody was getting what I was trying to share with them. I said, look, let me explain to you exactly what I had to go through to get this. And I said, I went this, and I told this whole horrible story about the time and the effort and the stress and how much money I put into it to learn this thing. And I said, oh, did you guys get that? And then I went and I shared the thing again and people were like, oh my gosh, that was amazing. I was like, interesting.

I taught the exact same thing. The only difference is that here, I put them through a pre-frame where I explained how I learned or I earned it. The story provided value to the framework. If I just give you a framework, I go, oh, thanks. Like if I just hand you the perfect webinar,

this is the perfect webinar framework. You should go do a webinar on this. You're like, okay, thanks. But if I talked to you about how I spent this is the perfect webinar framework, you should go do a webinar on this. You're like, okay, thanks. But if I talk to you about how I spent 10 years on stages like this, okay, doing pitches where nobody ran the back of the room, I got embarrassed time after time after time, going on the road, spending my own money,

spending my own way, and sitting in the back of the room watching speaker after speaker taking notes on what they did and how they did it, how they spoke, where they moved, what they did. And I studied that, spent 10 years of my life, and based on that, I built a framework that anybody can follow.

All of a sudden, you're like, oh my gosh, I need that framework. Okay, if the first step when you're teaching any framework is you have to tell the story about how you learned or you earned it. If not, the audience will not value it. That's number one, okay? So without the story, nobody will buy into the strategy.

Okay, so phase number two, now I'm gonna move into the strategy, but without the story, nobody will care about the strategy. Okay, now phase number two. This is where I teach the strategy, okay? And people get confused times between strategy and tactics. Strategy is like the overarching view. Like, if I'm from a whiteboard, I'm like, here's the step one, two, three, like, that's the strategy, right? Okay? And people have to understand the strategy because they don't understand the strategy. They're not going to pay attention when you get to the tactics. Okay? So if I was going to go to war,

if I just come into my army, I'm like, hey, I need you guys to go over here, start killing people, you guys go over here, we're going to attack everyone. I want you to go this way and this way. And they're like, why? I'm like, just do it, just trust me, go.

And they're like, I don't think you know what you're talking about, right? Because I just gave them the tactics. Here's the tactic, we're going to do it. If I come and say, this is the strategy, this is the game plan, let me explain. I explain the whole game plan,

they're like, oh my gosh, that is brilliant. Now anything I tell them, tactically, they're going to do because they understand where they're going. Does that make sense? Okay, so after I tell them

how I learned or I earned it, then I transition now to the strategy. Here is exactly what you need to do and I walk through the process. Okay, a lot of times my strategies are like, here's five steps, here's my doodle, here's the step-by-step process.

They see from a high level view, they see the strategy. Okay. Now if they buy into the strategy, I think it's my next slide. Yeah. Cause without the strategy, no one's going to buy into the tactics. Okay. So I tell the story to provide value of the strategy. Then I tell the strategy, they buy into that. Now it's like, now I can get into the tactics. Okay. So if you, if I go back one slide, if the strategy is what I would put on a whiteboard, then the tactics are what I would put in a Trello board. Okay, all right, here's all the steps. Step one, step two, step three, step four, step five. Here's all the process.

Here's all the things you gotta do to get that step of the strategy done. Here's all the tactics, okay? So I share the tactics next. Okay, that's all the to-dos, all the things, all the pieces they gotta do to achieve that thing. Okay, and then the last phase, we share a case study. Because without a case study, they may believe that thing is possible for you,

but they're not going to believe it's possible for them. So in phase number four, then we give social proof and we share the strategy. Okay, so here is the actual strategy, or excuse me, this is the case study of other people applying this framework. Okay, so let me go backwards my slides because I'm going to show you guys the overarching one again. Oops, too far. Okay. So this is how I teach my frameworks. Okay. Again, number one, I turn to the story of how I learned or I earned it. Number two, the strategy about what it is. Number three, the tactics about how, and number four, the social proof examples. Okay. And that's how I teach all my frameworks. Hey everybody, this is Russell again.

And really quick, I wanted to invite you to join, um, arguably the best thing that we've ever put out inside the ClickFunnels community. And it is a challenge we call the one funnel way 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 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 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 one funnel away.com. That's one funnel away.com and join the

next challenge. There's a challenge starting in the next few days. So go get started right now. One funnel away.com.