Marketing Secrets with Russell Brunson - The Secret Closing Technique I Learned From One Of The Top Copywriters In Singapore

Episode Date: October 25, 2017

I use this in every webinar, every Facebook live, every sales letter, and pretty much every time I sell anything, and I'm going to give it to you for free! On this episode Russell talks about a closing technique he learned from the first copywriter he ever paid, that he has been using ever since. Here are some of the awesome things you will hear in today's episode: Who Russell first heard use this technique and what's cool about it. Listen as Russell go into character to show how he does the sales pitch. And find out why it doesn't have to be all or nothing when people buy from a webinar. So listen here to find out what technique Russell has been using for years to close. Transcript - https://marketingsecrets.com/blog/the-secret-closing-technique-i-learned-from-one-of-the-top-copywriters-in-singapore Learn more about your ad choices. Visit megaphone.fm/adchoices

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Welcome to the Marketing Secrets Podcast. So excited to be here with you guys today. And today, you guys are going to learn one of my top closing techniques that I use in webinars, in sales letters, in sales videos, in Facebook Lives, and over and over and over again. And I might even use it in other aspects of my life as well. 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 answers. My name is Russell Brunson, and welcome to Marketing Secrets. Alright everybody, I hope you guys are excited today. I'm heading over to my son Aiden's school. He's 7 years old, and today I am the mystery reader

and so what happens is in about 15 minutes I'm gonna sneak up to his door and knock on the door and then they open the door and I gotta come in and read a book to him. He doesn't know what's happening but they've been giving clues about who I was all week long so every Friday they do this. It's kind of fun so today's my day and I'm so excited. I got my book, got some Dr. Seuss with me and he was cute. He was like, dad if you are the mystery reader today you should bring treats. So today's my day and I'm so excited. I got my book, got some Dr. Seuss with me. And he was cute. He was like, dad, if you are the mystery reader today, you should bring treats. I'm like, oh, what kind of treats do you want?

He's like, I would like, that'd be cool to make those oranges. It's like those little oranges and then those little mini ones called and they're peeled and then you have like a, you put a celery thing on top of it. So it's like a little pumpkin. So my wife spent all day today peeling little mini oranges and putting those things in. So, oh man, he's so cute. We have to do what he asks. Just kidding. Kind of.

Anyway, so I'm in there right now and I had a few minutes I wanted to jump on and just share with you guys because as you may or may not know, I rewrote a new podcast recently. I did it first live last week after like less than a day of writing it. There were tons of mistakes and errors, yet it still was our highest grossing webinar of all time. It worked good. I spent the last week rewriting it, tweaking it. It's been probably another 12 hours or so reworking on slides and just getting them just so. I did a webinar yesterday and it did awesome again. It was fun. In that webinar, as I do in most webinars, I did a really cool closing technique that I love. And so I want to share with you guys because I think it's useful.

So the first time I ever heard this, there's a copywriter. No, it was. There is. There's a copywriter. It was the first copywriter I ever spent money on. I gave him $8,000 for a sales letter back in the day for a product I never launched. That was dumb. But yeah, I never even used it.

Anyway, it was a product I was creating called E-Zine-Topia because everyone used to call newsletters email lists back then E-Zines. And so I was like E-Zine-Topia, and it was going to be like this email autoresponder. They didn't use email. It'd be desktop notifications. And back then, that was like the buzz, and I thought it was going to be my next, I thought it was going to be click funnels. It wasn't just in case you're wondering, I felt, but in theory it was cool. And I spent a lot of money. So, um, uh, anyway, so EZTopia, Johan Mock. So Johan Mock wrote a copy for it. And I used to love reading

his copy. And, um, one of the clothes he used one time I saw, it was really cool. It was towards the end. And it said something at the very end of the sales letter, one time I saw it was really cool it was towards the end and it said something at the very end the sales letter like hey I don't you know whether you buy this product or not it doesn't matter to me I'm still going to be out eating steak and and dining at fine restaurants whether you buy this or not because this is not about me this is about you you know this is this is something that will change your life it's not going to change my life whether or not you buy so I don't really care but this will change your life. It's not going to change my life whether or not you buy, so I don't really care. But this will change your life.

And I remember hearing that, and I was like, oh, that's so cool. So I started incorporating that in a lot of places. In my webinars, I started using it. In Facebook Lives, I started using it. It's all over the place. So if you notice, when I'm selling something, I do it almost every time now. And it's one of my favorite techniques when I get to the end. Because at the end, people aren't buying like,

oh, $2,000 or it's $10,000 or whatever the price is. It's like, oh, Russell's just greedy. He just wants money or all these things. And so I just want to state to them, I want them to know. And it's true.

Like, it doesn't, like, anyway, so like this is how I select. I'm going to go into character and I'm going to pitch it as if I'm pitching right now. So yesterday I was selling $2,000 course where you get ClickFunnels, plus you get Funnel Scripts,

plus you get Traffic Secrets, plus you get Funnel Hacking 101 and 201. It's an insane offer, right? So honestly, anyone that doesn't buy it just is insane. And so basically I would go and say something like this. Okay. So before we wrap up today,

I just want to state something right now because I know a lot of you guys are thinking this, but this investment, this $2,000, like it is not about me. Like whether you make this investment or not, it will have zero impact on the quality of my life. I'm not going to eat anything different tonight for dinner. I'm not going to change the way I dress, what I drive.

Like it literally means zero to me. Like I couldn't care less. But the difference is that take this purchase this investment like this can mean everything for you right like I'm not gonna notice whether you buy or you not it won't change the quality of life at all but if you buy it's gonna change the quality of your life I need you guys understand that this is not about me this is about you okay and that's why I created this because I want to help and I want to serve you okay and so that's what you guys need to understand like that's that's how this works okay

so i do it a little cooler when i'm live because i'm actually live and the stuff flows better but conceptually that's basically what it is like i want i want them to understand like this this investment like they spend two thousand dollars even twenty five thousand dollars to make it doesn't change my life at all like i don't really care i hope they do because you know extra money is always nice in the bank, but it literally won't change. I'm doing well. I'm fine.

It's not going to change anything. I'm still going to go on my daily, the way that Johan Mock said, I'm still going to go on my daily life. I'm going to be eating steak and sushi and hitting all my financial goals with absolute certainty. So it doesn't matter to me if you do it or not. I couldn't care less. But it shouldn't matter to you because you do it or not. Couldn't care less. But it shouldn't matter to you

because it literally could change your life forever. And I want you guys to understand that. This is not about me. It's not about if Russell's going to make some money or if Russell's going to whatever. This is about you. This is about you making a commitment and having the blueprint, the vehicle,

the things you need to actually succeed with that commitment. So this is about you, not me. Put it back on them. And it helps a lot. So I use it a lot and I hope that's a tool and a technique you guys can use as well. Um, and, uh, it's putting the responsibility back on their shoulders because when people are buying, they're always trying to figure it out, like different ways to, to take the responsibility off. And one of the ones they use is like, oh, well, this is just Russell trying to get rich.

It's like, no, Russell's already rich. He doesn't care. The $2,000 you give him, he's not going to see any of it. Half of it will go to an affiliate. Half of it will go to support staff. Half of it will go to building software. Like, it literally does nothing for me. This is about you, not about me.

And that's the commitment I want them to understand and I want them to make. Because when they understand that, it's like, wow, this really is about me. I got to do this. This is, you know, it's like, wow, this really is about me. I got to do this. This is, you know, if I don't buy, it's not going to make that mean old Russell Salesman any different.

It's a personal decision. It's something that's going to affect them. So anyway, I hope that helps. One other thing I want to share with you guys that I thought was interesting today. So we did the webinar and we doubled, you know, the price is double now. The offer is like 10 times better, but the price is double. And it's interesting because the conversion draw, I normally close about 15%. This was closer to 10. So we make more net money when all is said and done.

But what's interesting is like the more I think about it, like if you create a product where it's not all or nothing on the webinar, right? It's like, like I try to sell that, but even if you're on the webinar and you don't buy click, buy the package I offer, you still can buy click funnels, right? And so that becomes like a two to three hour documentation of how powerful it is and why they should use it and why they need it and stuff like that. And I think that that is like, that is the key. So just throw that out there for you guys to think through.

Like if you're doing webinars, even if they're not buying, like if it's not an all or nothing, like again, if you have a software program, it's easy because it's like you're selling a higher version of software, not buying, if it's not an all or nothing, again, if you have a software program, it's easy because you're selling a higher version of software, but they can still use the software, right? Maybe it's a membership site, you're trying to sell year access, but they can still go to the membership site. Then it's not an all or nothing. Then it's just like, even if they don't buy it, they still now are moving closer towards you and more likely to invest in the other stuff you got.

So I don't think it's all or nothing. It's not all buying or not buying. It's indoctrination. It's building relationships, building cultures and all that kind of stuff too. So, all right, well,

I'm at school. I'm going to bounce. Thanks everybody. I hope you had a good time and remember this closing technique will work for you. And, uh, it's awesome. So there you go.

Thanks everybody. Bye. 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.