Marketing Secrets with Russell Brunson - The Invisible Marketing Technique That'll Keep You Profitable When Times Are Down

Episode Date: June 8, 2018

Update on my "Entrepreneur of the Year" award, as well as a side of marketing that we never get a chance to talk about. On this episode Russell talks about serving your customers at the highest level when times are good, so they will continue to be your customers when times are down. Here are some of the other cool things you'll hear in today's episode: Find out if Russell won "Entrepreneur of the Year". Hear why Russell thinks being an entrepreneur is so similar to being a wrestler. And find out why it's so important to serve your customers at a high level when times are good for you. So listen here to see why you should always be serving at the highest level possible, despite if times are good or bad. Transcript - https://marketingsecrets.com/blog/the-invisible-marketing-technique-that-ll-keep-you-profitable-when-times-are-down Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everyone, it's Russell Brunson, and welcome to Marketing Secrets Podcast. Today I want to talk about something you probably don't consider marketing, yet it really actually is. 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 answer.

My name is Russell Brunson and welcome to Marketing Secrets. All right, everybody. So I hope you're doing awesome. This whole last weekend for me was amazing. I got nominated to be Entrepreneur of the Year here in this region of the country. And I had a chance to go down to Utah with my family, my kids, spend time with my parents. And I had a great time and then went to the actual ceremony. And we won.

Woohoo. So we're Entrepreneur of the Year in the tech category. And now I've qualified to go on to the Nationals, which will happen in November. And then if I win that, then I'm going to go to the Worlds. And then maybe there's like a universe or I don't know. I don't know if it ends at that point or where it goes. But it's pretty awesome. So anyway, but now I'm back in Boise.

And after a long five-hour drive yesterday getting back home, I had a chance to go back to my old high school which was really cool. A lot of nostalgia. I went back to the old wrestling room which my high school, they're actually tearing it down. So this is my 20 year reunions this year and they're tearing it down which means it'll be gone. grew up in, that I trained in, that I practiced in every single day that, um, literal blood, sweat and tears, uh, for four years, five years of my life was, uh, in that room. And it's sad to see it go down, but it was cool to be able to bring my kids there once before.

Um, it's done. And it just, uh, reminded me of like that piece of my life and like how much effort and hard work and everything had to go into it, um, for a goal. And, and it's funny because like wrestling's not like other sports um like my high school like people liked basketball so basketball was upstairs and there's you know the people playing basketball having fun they get a drink and eat food whenever they want which is you know if you know anything about wrestling we don't get to do that most of the time uh people actually show up to the matches or to the games for

basketball which doesn't happen to wrestling and wrestling. We were down underneath the basketball court and this little tiny room that we called the rubber room that smelled like rubber and sweat and kind of disgusting. I loved it though. I'm not going to lie. And, and, and, and we're doing it not because of like this, you know, we thought we were going to get people to show up and like cheer us on.

It was like, it had to be an internal thing. Like I had to do this because I wanted this thing. I wanted this goal. And, um, I think a lot of times it's very true. Same things are true in entrepreneurship. I mean, um, I, I say all the time. In fact, I said it at the award ceremony for the entrepreneur of the year. I said, you know, the entrepreneurship is the loneliest job in the world.

And so, um, in wrestling similar, like there's not fans coming out. The girls don't line up with the wrestling matches to like cheer you on. Right. Um, it's just not that way. Like you do wrestling cause you love wrestling. And I think entrepreneurship is the same way. Uh, you do entrepreneurship cause you love being an entrepreneur. You love serving people. You love changing their lives. And like, that's, that's, um, that's the thing. That's the reason that's the motivation why you do it. And I think, um, uh, you know, I, I think it's a big reason why we here at ClickFunnels do like the two comma club and all these things is because I want to award, uh, the entrepreneur who is killing themselves in an effort to try to change their own lives and then afterwards change the lives of their customers.

And, um, because it's, it goes so unnoticed and unknown. I want to be the one to bring that up. And so that's why we do most of the crazy stuff we do here. Because I know what it's like to kill yourself in a pursuit of a worthy cause, not having anyone notice, except for yourself. And so it's kind of a nice thing to do. And so the Entrepreneur of the Year Award was fun for me

because it was like a time for people to, you know, I, I tried to recognize other entrepreneurs all the time. It's fun to have a chance to be, to be recognized. And, um, anyway, and it just kind of reminded me back of the wrestling, the same kind of thing. So in fact, I remember I, uh, my dad and I were talking about this. Uh, so high school, I was a state champ.

I went to the, to the national, took second place in the nation. I was an all American, um, highest level. I think any athlete in my high school probably ever got to. We get back, and at the end of the year, they award the athlete of the year for our school. And guess who got it? Some girl who didn't do anything. Nothing wrong with a girl. I love that. But she had placed on a state-winning team in our high school.

And because she was the captain, she got it. And I was just like, are you kidding me? Like, it just blows my mind. And it's like, yeah, anyway. So sometimes entrepreneurship as is wrestling a loveless job, but it's, it's amazing. So anyway, I thought it was really cool. And just want to kind of share that with you guys. Now, one quick thing I want to share with you guys today, because I was talking about this with a couple people over the weekend, is interesting.

Right now, we are in the middle of an economic boom here in the United States of America. I think real estate prices are the highest they've ever been. And right now, it's time to build and construction, all sorts of stuff, right? But I remember back in, like, you're fine. Sorry, the UPS guy's asking me if he's okay parking behind me. Oh people. Um, anyway, uh, I remember in like 2008 when the economy crashed. Right. And afterwards, like 2008 to like, I don't know, for the next five or six years because the economy was, was down. It was, uh, um, like I remember we hired people to come work on our houses and like the actual like owner of the company would show up

and he's like, yeah, there's not much work left. So here I am. And he'd be doing the work. And it was cool because they were hungry and they were like, and like they, they worked hard because like all this kind of things, right. They showed up every day and they made sure that they had good quality and all sorts of stuff. And I, and I liked that a lot. Um, and now, uh, as the economy is booming, it's like these companies grow, they forget about the hard times, they hire all these people on. And it's like, um, it's, it's insane. Like you look at the quality of what's happening in the construction industry, especially here in Boise, I'm sure it's the same everywhere. Like it's horrible. Like they don't care anymore because there's so many businesses, so many jobs, they just are running

and burning and churning and making insane amounts of money. Um, what they don't care anymore because there's so many businesses, so many jobs. They just are running and burning and churning and making insane amounts of money. What they don't understand is that things cycle. Like there's the ups and the downs. There's like, it happens in every business. It's going to happen in my business again. Like it happens for all of us. Right. And so for them, it's like, they don't understand like they're up right now, but it's going

to come back down. And it's like the, the marketing they need to be doing right now is like continuing to serve at a really, really high level when things are good. Because when it turns back around, guess who we're going to remember? We remember the people who serve at a high level. Um, the people that, that, that are doing that, that are serving and not just like burning and churning and cash dumping, Like they, uh, they, um, they'll get the jobs when things get tough. You know, we had somebody that we paid to come do two big projects, our office and also a whole project in my home.

And up front, I was like, the most important thing is communication. You have to have good communication. And, um, it was insane how bad the communication was. Um, anyway, I'm not going to go into it cause anyway, um, a bunch of really bad things happen. In fact, right now it's a year later and my floors are still warped because of them not communicating with me or with the people doing the hardwood floors. And it's like all these things. And it's like right now we're about to start a project that's going to be, I don't know,

five or $6 million build project. And it's like, they're not getting that project because they're like, Oh, things are so busy. We have so much stuff happening. And it's like, I don't care how busy you are. Like, this is my project. Do I mean more busy? Cause guess what's going to happen? I know your industry.

I've seen the cycle. It's going to crash. This whole thing's going to come down. And guess what? You're going to be broken, homeless and looking for jobs. And guess whose job you're not getting mine because you didn't, you didn't serve me at the highest level when you didn't have to. Right.

And so I just want to kind of say that because it's, it's something that, I don't know, you guys are all going to experience. You're going to struggle. You're going to be amazing. You're going to serve people the highest level you're able to. Then you start getting successful. You're starting, you know, the fruits of your label labor will come, your company start growing. And then you've got this option where you can like continue to try to like do your best or you can be like, you know what? This person, and just kind of go in this burn and churn model where it doesn't matter. There's more business and more work than I could ever do.

And I just want to remind you that cycle always comes back. And be a good person. Always try to serve your highest level all the time, not just when times are tough. And if you do that, when times are tough, they won't be tough. So anyway, I hope you guys feel that from me

and from our company. We are always trying to serve our highest level all the time even though right now times are really really good for us like the reason why they're really good

is because we continue to do that we're continuing to try to over deliver on every single aspect every single step everything we're doing and I know

that by doing that that's what is going to keep us around hopefully for forever and hopefully when the down times hit you guys remember that and you'll stay with us because you're like man like they served us when things were good and they're going to continue to keep us around hopefully for forever. And hopefully when the downtime's hit, you guys remember that and you'll stay with us because you're like, man,

like they serve us when things were good and they continue to serve us when times are down. And this is where we're going to put our, this is where we're putting the eggs in this basket. So think about it for your company as well because I promise you guys, it's all cyclical. It all goes up and it all goes down and it all goes up and it all goes down.

And if you are amazing when things are up, you also be amazing when things are down. All right, I'm out of here. I'm gonna go work on some fun stuff. Appreciate you guys. Have an amazing day. And I will talk to you guys all soon. Would you like to see behind the scenes

of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.