Marketing Secrets with Russell Brunson - The Framework + The Four Secret Steps

Episode Date: August 14, 2019

The framework I use to build frameworks; and create content, courses and products. On this episode Russell gives an amazing run through how to teach with a framework of four simple steps. Here are some of the awesome things in this episode: What it means to teach a framework. What the difference is between strategy and tactic. And why a webinar only has three steps instead of four, and which step you skip. So listen here to find out how to teach effectively. Transcript - https://marketingsecrets.com/blog/232-the-framework-the-four-secret-steps 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. Today, I'm on my kid's Segway, driving around in a circle in front of my yard, and it's a beautiful day, and I keep going around in circles thinking about life and things, and I thought, I got an idea.

I'm gonna share it with everybody today. So, hope you don't mind, but with that said, I'm gonna be talking to you guys about a pattern to help create better content, better courses, better products, and all around make you a little more prolific and make people stick around to listen to you over and over and over and over again. So it's a cute theme song. I'll be right back. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital for 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, so my wife and I had this amazing experience last week to go out to Stacey and Paul's relationship breakthrough retreat, uh, in New Jersey. And, uh, which is fun cause I served my mission, uh, for my church in New Jersey. So I lived there for two years and it's the first time I've really been back since then. So it's kind of fun to go to Jersey. Um, but even more fun to go to an event as an attendee. So I sat there and, uh, there, uh, Stacey and Paul,

if you know them, they spoke of funnel hacking live. Uh, Stacy was on stage twice there. And, um, just someone who we met two years ago, she dormitory circle and spend so much fun watching their growth. And, um, and I love what they teach, what they do. And I wanted to go to help strengthen my relationship with my wife, with my kids, with my employees, with people around me. And, um, it was, it was amazing. So, um, anyway, that, that was awesome. And as I was sitting there, I was watching them teach and it was fun because I know how I teach. Everyone's got different teaching styles, but I was watching some of the similarities and, um, some things they do the same as me, some things they do different. But one thing that was like the

core foundation that, um, they do, that I do that I think most great teachers do is that, um, they each have their own framework, right? And so St. St. Paul had their framework for how to, you know, what demand relationship is, how to break that. And have their own framework, right? And so St. St. Paul had their framework for what demand relationship is, how to break that, and they had their framework for masculine and feminine, and their framework for all these different things, and their course was teaching these different frameworks they kind of created, which is very similar to me. Like, you look at the Dotcom Seekers book, it's a whole bunch of different frameworks, right?

Every framework for me has a doodle, because I'm a doodler. And so it's like, here's the framework, here's the doodle, and I teach off the doodle. And all the books that I've written that way, that most of the trainings I do that way in the courses and like all this stuff is usually always based off of a framework. And, um, for any of you guys who are creating info products or courses or teaching or anything, I'm curious, like, do you have your own framework? If not, like that's, there's the big sign. Like you have to have a framework. Like what's your unique proprietary way you teach something. And so framework can be anything, you know, Stacey and Paul is usually like the five step system to blah. And mine's always like,

here's the doodle. Let me explain it. And I explain all the different pieces of the doodle till you have this, this visual picture. And what's nice when you have a framework, people can then take that framework and it locks into their brain. Right? So for me, if you look at any of the doodles in my books, if you've read the books and I've explained the framework, you look at that and you're like, oh yeah, that's the framework. That's the secret formula. There's the perfect webinar. There's the, um, you know, the heroes to journeys, like all the different frameworks I teach all for me are doodles. They don't have to be doodles, but that's why I do my frameworks. Right. And so a framework is there. I remember man, two years ago, I was at this little,

this little mastermind meeting and Brendan Bouchard was there. And, um, and Brendan was teaching his seven day launch strategy and he was drawn up on there. And, um, and Brendan was teaching his seven day launch strategy and he was drawn up on the, the, the whiteboard as he's explaining it. And he goes, come, he's coming back to it. And I remember he said something, he said, he said, your, the framework, your framework's your savior. Like you, you have your framework, you're teaching. If you get stuck, you look back at the framework and like, oh yeah, this is where I left off. This is where I left off. And it's interesting that for me, I can, I can teach, you know, a two

minute YouTube video on any of my frameworks. Like I'll teach a two hour event or two day seminar on any of my frameworks, right? It's just how much detail do I go into it? Like, here's the doodle. I'm like, can you explain it real quick? Boom. You got it. Or let me explain step number one. Then let me tell you a story and let me go deeper into the story. And then let me show you examples and like, you know, and so you can go deeper and deeper and deeper into a framework. So it's nice when you have a framework. If someone's like, hey, you got a 10 minute presentation. Can you do it?

I'm like, yes. Or like, hey, I need to do a two day event on this. Can you do it? Yes. The answer is yes both times because I just take the framework and then how deep you elaborate is the only difference. I learned that actually when I was, I remember, where was it? Oh, it was before I went on my mission to New Jersey. I had a teacher

and he talked about like, how do you actually give a talk in church? Like in, in my church, in the church of Jesus Christ of Latter-day Saints, the members, there's no pastor that gets paid to speak. Right. So every single week they pick someone else from the congregation, like, Hey, you're teaching this week on faith or on Christ or on whatever. Right. And so you got to get up there. So he taught us like you just make the same things. Like you make a framework and the framework is like, here's the four things I'm going to talk about, the six things or the eight things or whatever, right? And then you just teach it.

And if you've got three minutes, then you just teach it really fast. If you've got 30 minutes, then you just fill in stories and examples. But the framework stays the same, right? And so that concept of framework is huge. That's the first step here is having this framework, right? So the next step that I would look at for you is I was doodling this out the other day. I was like, how do I teach my frameworks?

And I'm probably doing it right now. It's one of those things that you do it for so long, it becomes just the habit of how you speak. And so I was trying to sit down and reverse engineer, like how do I do it? Like how do I, you know, a lot of this stuff didn't come for me from reading from a book, right? It came from like me standing on stage for the last 15 years, teaching concepts over and over and over again. And the first few times, nobody understanding and then getting a little bit

better and a little better. And like just the tweaks and changes that happen as you keep getting better at becoming a teacher. Um, he was funny. That reminds me of, um, I'm not sure if he has no Rachel Hollis, but she's, um, she's awesome. She's like the, the biggest social influencer in the world right now. You know, her books are selling like crazy and she's awesome. I had a chance to hang out with them in Puerto Rico a little while ago. Um, but it was cool is that, uh, Clint and I went and watched their, um, they have a documentary called, I think it's called built for more. And, uh, and in the documentary, she showed her, you know she showed her the 10 years before she became Rachel Hollis speaking. And she's in front of a stage with note cards, nervously looking at note cards as she's talking.

And now you see her on stage and she's up there with 75,000 women jumping and screaming. And she's in her zone. But it started with her nervously looking at note cards, right? For me, it was the same thing. It was me awkwardly in my shirt and tie and my glasses and my shaved head, standing in front of people, trying to get them to understand the concepts, explaining them over and over and over and figuring out new ways to tell a story, new ways to do it, new ways to do

it until the point I am right now. And I'm not saying I'm at the end all be all. I'm sure I will continue to evolve and grow as I keep playing this game and keep having fun teaching and educating and coaching. But as I was sitting down this weekend during Stacey and Paul's event, I was trying to think through like, how do I teach concepts? And I remember writing, I wrote down these things. I said, okay, the first step is the framework.

Here's, here's the framework of what we're going to be teaching, right? Like I just explained. And the second step is, is I tell a story. What's the story? And the story is how did I discover this piece of the framework? That's the initial story, okay? What I see people do, mistake it to say a lot of times,

like a step number one is this, and they start teaching it, right? The problem is if you just teach a concept, people are like, oh, cool. And they don't, they don't, they don't take the, they don't value the concept enough yet, right?

And so for you, you gotta take them on a journey, like let me tell you what I the concept enough yet. Right. And so for you, you got to take them on a journey. Like, let me tell you what I had to go through to get this nugget for you. Right. And I always tell the story of how I got there. Right. In fact, just this podcast, you know, I wasn't trying to do this consciously, but how did I leave this podcast? I told you as a story of my mission and understanding frameworks and how like I went through the whole journey of like how I understood this concept of framework. Right. And by me taking on this journey of what I had to go through, the pains I had to go through, discover and learn this key, then all of a sudden you're like, oh my gosh, now I value the thing that will come next, right? And so if you don't, if you don't tell the origin story of how you learn the thing, um, people just don't value it. They're like, oh yeah,

of course that's the thing. You need a framework, Russell. Like that makes sense. Like, no, you, like you missed it. Like you heard me say it, but you missed it. They're like, oh yeah, of course, that's the thing, you need a framework, Russell. Like, that makes sense. Like, no, you missed it. Like, you heard me say it, but you missed it because I didn't build up the value in the journey. I had to go to discover this before I gave it to you, right? So I tell the story, build up the value, and now I'm like, boom, here's this nugget, right? And the nugget is a framework.

The nugget is whatever, whatever your thing is, the first step of your framework, right? Okay, then the next phase, then you move into the strategy, okay? So the strategy, the easy way to remember this is, the first step of your framework, right? Okay. Then the next phase, then you move into, um, the strategy. Okay. So the strategy, the easy way to remember this is this is the, what, so what is it? Okay. Let me tell you the, what's I explained the, what, and I try to paint this picture of like, this is what it is, right? So I paint this beautiful picture and you're like, Oh, cool. That is, that is awesome. Right? So you have the strategy, the, what you understand, okay, this is what it is then the

then the third step now is you shift from from strategy of the what to this is now the tactical how do you do it okay let's use the concept of here's this thing called a framework now you understand oh cool i need a framework now let me tell you how i walk you through the tactical step number one which is holy crap this is so weird literally i'm doing right now i'm walking through a four-step tactical process. So I teach the strategy, okay? So I tell, ah, this is so cool. This is like a dream inside of a dream.

I wasn't planning on doing this, but this is so cool. So you tell the story of the pain you went through to discover the thing. Then you share the what it is, the strategy, right? Then you go into the how, which is the tactical step-by-step thing, which we're doing right now, right? So number three is you're telling the tactical step-by-step. This is how you do it, right? So the difference between strategy and tactics.

Strategy is what is it? Tactical is how do you do it, okay? So I'm telling you how to do it. And then the third and the last step then is then to show examples to create belief. So now I explained it. I'm like, let me show you guys some examples. So for example, Stacey and Paul,

with their framework, they have this really cool framework that is called Demand Relationship, which is the core foundation of their entire company. And so when they got up there, they started talking about marriage and relationships and the problem, what's wrong. And they go through this whole concept

called Demand Relationship. And the problem is they shared that. Everyone's like, oh my gosh, that's what I'm doing. I have this problem with Demand Relations they get it right they have that they have that aha and then from there they share the rest of their framework which is like this is the opposite demand relationship is how we this is how we heal it and so that's the four-step strategy of how you do it step number one you tell the origin story about how you discovered the thing number two you share the what the strategy of what it is number three you show the tactical how-to of

how it is and number four then you show the tactical how-to of how it is. And number four, then you show examples of other people doing this in real life so they can see and be like, oh my gosh, this is so cool. And it makes sense. It solidifies in their mind. They've seen other people doing it and now they believe it and then they can actually believe that they can do it themselves. It's funny, if you look at the One Funnel Away Challenge, you know, a lot of the, oh, it's crazy on a macro and a micro. If you look at the macro level,

like the week, number one is belief week, right? Which is me telling the stories of how I discovered this stuff. We cover two that is, is the next week we talk about the how, and then the week three, you go into the what, which is the actual building the funnel and week number four. Anyway, it's crazy. So from a, from a macro, like the four weeks of the one funnel challenge goes through this process. Then the micro, each of the trainings the same way, right? Like initially I, I do the first training, which we always tell people is a strategy, but really it's me telling the story about how I figured out the strategy and I show the strategy.

And then Julie Storian comes in with videos showing the tactical. Here's how to do step one, step two, step three. And then Steven comes in to break the beliefs, share the story, show the examples and push people to the next level. And so dang, it works. So anyway, that one gets me excited. I'm going to do a whole, I should do a whole like training.

This could become a whole book, see? So now I can take that four-step framework I just gave you guys. That could become a book. It could become a course. It could become a training. It could become a webinar. It could become a YouTube video.

It could become all those things. One kind of interesting side note, if you look at how the perfect webinar, how that framework is scripted, when you do a webinar and you're selling somebody, um, you tell the origin stories, right? Step one, you tell the strategy of what they need to do. Um, but you skip the third step, which is here's how you do it. Whatever you're selling is typically the third step where, um, I can remember, I remember when I was doing the first Perfect Webinar event, teaching that concept to everybody,

and a bunch of people in the room were getting stuck on it. And they were getting stuck like, you know, Russell, you said don't teach, but you're teaching here. And I was like, I don't understand, you teach, I don't know how to answer it. And Caitlin Poland, who'd been killing it with the Perfect Webinar, I think she was at that time like $10 million in sales from a Perfect Webinar, selling like a $150 product. She was she was like, no, you understand on the webinar, you teach the, what your product teaches the house, your webinar teaches a strategy,

your, um, your, your course teaches the, the how to do it. Right. And so it's like that part of the framework's left out and that's what drives them. Cause they see, Oh my gosh, I get it. I need a, I need a funnel. I need a framework. I need to, whatever the thing is. It's like, ah, how do I do it? I don't know how to do it. They didn't tell me. I need to give them money to invest in the course to be able to learn how to actually do it. So I want to give that as a framework for a lot of reasons. Number one is like, it's super useful. Number two, I use it in podcasts. I use it in trainings, using videos. Um, we use it in courses. We use it so many different places. And so for a lot of you guys, I have the question I get a lot of times is like, Hey, if I'm

creating a course, like, what do I say? What do I teach? Do I just teach it? And it's like, ah, kind of, yes. Take a step back. Step one, build out your framework. Step two, teach a strategy. Step three, teach the tactical.

Step four, show the examples to build the belief. Like if each of your modules in your course have that, that is an amazing course. If each of your chapters in your book have that that is an amazing course feature your chapters in your book have that that will become an amazing book if each of the videos you post on youtube have that framework it'll become amazing right it's just the framework that works so anyway i hope that helps you guys uh that's all i got i'm gonna go in and go play with my kids because it's saturday and i think the battery on the little segue is dying now so i hope this one helps you guys if you love love it, you got something from it, please take a screenshot of this. Post it on Facebook, social media, Instagram,

wherever you post your stuff. Tag me and use hashtag marketing secrets. I'd love to see those comments. It's really fun seeing those pop up in my feeds. And I do read all of them. So if you tag me, it'll show up in my feed and I'll see it. So this is your time to have an audience with me for me to listen to exactly what you want me to say.

That's basically the only way people can get through me nowadays because I basically shut off all other sources of communication because there's too many people trying to communicate with me. So that's the best way. Show up on my feed and do that by taking a picture, tagging me, and leaving a comment about what it was you got, the value you got. And I appreciate that. So thanks, everybody. And with that said, I'll talk to you all soon. Bye, everybody. Would you like to see behind the scenes of what we're actually doing each day to grow our company?

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