Marketing Secrets with Russell Brunson - The Secret To Getting Anybody To Do Anything You Want

Episode Date: August 3, 2018

The real secret to winning this game is SO simple, most of you are missing it. On this episode Russell talks about receiving a card in the mail asking to be on a podcast, and why that offer wasn't irresistible enough. Here are some of the other things he talks about on today's episode: What was missing from the card asking Russell to be on a podcast, making him throw it away. Why you should always look at what is in it for your customer, or date or whatever, in order to make what you're proposing impossible to refuse. And how you make something you create more valuable than someone's time or money, so they will trade you for it. So listen here to find out why a card sent in the mail wasn't irresistible enough, and how that person could have made it impossible for Russell to turn down. Transcript - https://marketingsecrets.com/blog/the-secret-to-getting-anybody-to-do-anything-you-want Learn more about your ad choices. Visit megaphone.fm/adchoices

Good morning, good morning everybody. This is Russell Brunson and welcome to the Marketing Secrets Podcast. 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.

Hey everyone, so I'm officially back from Kenya. Ah, crazy! And it feels so good to be home. That's so nice. So much fun to see my kiddos last night and this morning. And we just hung out and I'm heading to the office late today. I'm not going to spend too much time there. Just kind of planning and prepping for next week. Because next week is when world domination begins. It's also when my diet begins and my new workout regimen and my new trainer and a whole bunch of other stuff. It's like a rebirth.

I'm excited. One thing I'm bummed out about though. So I filmed all the story for, um, uh, for the Kenya trip. Like I dropped my camera, I filmed, I filmed everything. I was really proud of it. Um, for fun locker TV, I thought it was going to turn into three or four episodes. It's gonna be amazing. And I left the SD card in the tent in the middle of nowhere. I don't want to amazing. And I left the SD card in the tent in the middle of nowhere. I totally want to cry. So I keep calling them trying to see if they can find it.

They haven't been able to so far. So you may or may not be able to see my entire trip. So cross your fingers that you want to find it. Oh, I want to cry. Anyway, I do have something to share with you yesterday that I think would be valuable. So I got home and we're going through all the stuff and envelopes and packages and junk and everything. And I got a card from somebody in the mail and it was handwritten. Excuse me. Somehow the person found my personal address, which is kind of creepy. But like they put forth the effort and they wrote me a letter and it was like,

it was handwritten. They said, Hey Russell, I want you on my podcast and it's only gonna take seven minutes. Let me know if you're in. And I read that and I gave her my wife. I was like, what do you think about this? She's like, I don't know. It sounds good. I said, do you notice that in this, um, in this card, he was basically telling me the benefit to him. Like, Hey, I want you to be in my podcast.

Like that's a benefit for him. He did give me one benefit was it only takes seven minutes of my time, but he didn't take, but he didn't, um, talk about what was in it for him. He did give me one benefit was it only takes seven minutes of my time, but he didn't take, but he didn't, um, talk about what was in it for me. And I want to, I want everyone to understand this when you're asking people for anything, this is, you're trying to sell something, trying to ask a girl on a date. If you're trying to, um, whatever it is you're trying to do, you always have to create an offer and offer. Like, I don't know if I've talked about this on the podcast before, but when I was first getting started, there was an acronym, I don't know, called WIIFM, What's In It For Me. And so whenever I'm, like, pitching somebody on something, I'm not telling them what's in it for me.

I'm telling them what's in it for them. I want the customer thinking or the person saying what's in it for me. So if I was going to pitch Russell on a podcast, I wouldn't say, hey, it's only going to take seven minutes. It's going to be amazing to have you on my podcast because all that you're really doing is pitching the benefits of yourself is having me on your podcast. You got to start thinking about what's the offer I'm creating Russell for him to take the time out of his day to be on my podcast. Okay. And again, this is true.

If you're asking for me on a podcast, an interview, asking a girl on a date, asking a boy on a date. I don't know. Nowadays that happens, I guess. You know, asking, asking somebody for money, I guess always what's in it for them. Like what W I F M thinking about that in that, from their perspective, what's in it for me, what's in it for me? Like, what is it that is, that is in it for them? So I would say something like, Hey Russell, I've got a podcast right now. I've got X amount of down, uh, listeners. Um, my people are entrepreneurs are obsessed with this thing. Uh, a lot of them know who you are, but I want to get deeper so they can understand who you are

better. And if you, if you decided this podcast, these are the things I'm going to do to help promote it and make sure that the time you spend is in a waste. Number one, the first thing I'm going to do, I start creating an offer, right? The first thing I'm going to do is the podcast will only take seven minutes. So it's not going to take a ton of your time. So it'd be really, really fast. Number two, after it's done, I'm gonna spend up to $2,000 promoting this on Facebook to make sure that everybody hears the podcast, gets to listen to you.

Number three is my entire customer list. Maybe it's not huge right now, but I'm gonna go and I'm gonna do a big promotion for anybody who listens to the podcast to get a free copy of your book. In fact, I would love to buy 100 copies of your book that I can just give away to my listeners. Number four, I know you are a big believer in OUR. It's a charity that you believe in. What I'll also do is in the podcast episode, I'll tell everyone to

go to ourfilm.org so they can watch the documentary you created so we can spread that mission. And number five, I'll also promote that to my entire email list so that they can understand about it. That way, you only spend seven minutes of your time. And what's going to happen is you're going to sell a bunch of books. You're going to get your message about, oh, you are out there to the world and blah, blah, blah, blah, blah, right? So now it's like, holy cow, look at the benefit for me. Look at all these things he's going to do for me in exchange for my seven minutes of

my time, right? And that would have got me to take the card to my office, hand it to Melanie and said, Hey, can you book this card? Instead, I looked at it and I kind of smiled and I put it into the trash. And so hopefully the person who sent this is listening to it because it's a good idea for them. But for all of you guys, I want you thinking about that when you're asking somebody for something, uh, and it doesn't matter how small it seems to you, seven minutes may seem like a small thing for you. But for me, um, I mean, literally bill our time out at $10,000 an hour right now for, for to die on the phone with me. So seven minutes, um, is never seven minutes either. It's like, um, you know, there's going to be 10, 15 minutes of prep time. I have to stop whatever I'm doing to do this thing. So

I mean, it's almost 15, 20, maybe even 30 minutes of like a swing time for me to do a seven minute interview. Right. So like if I was to sell that, it would be 5,000 bucks or more. So it's like, hey, I gotta make at least $5,000 worth of value for Russell for him to take this time out to go and do the thing, right? And so start thinking about that. Every single time you're asking somebody for anything, it's just coming back and realizing,

I need to make an offer. I need to make an irresistible offer. Even though it seems like seven minutes is not that big of a deal, it's huge for Russell or huge for whoever you're promoting or you're pitching. Um, yeah, that you're pitching on whatever the thing is you want to do. Okay. So just start thinking about that. You guys, it's the same skill. If you're asking an affiliate, if you're asking for an interview, if you're asking a customer, we need to become better at creating irresistible offers. Okay.

I'm going to preach that over and over and over and over and over again. In fact, uh, we were working on a challenge. Initially, it was going to be called the One Comic Club Challenge, but I think we're changing it to the One Funnel Away Challenge, where we're going to be working with you guys to get your first thousand bucks or to get you to the first million, whatever the next one funnel away is that you're looking for for your business, right? And so that's like the focus, but the majority of what that thing is going to be is teaching us how to create irresistible offers, okay? And so for you guys to start thinking

about every single aspect of your life. If I was going to ask a girl on the day, I'm not going to come to her and be like, hey, do you want to go on a date with me? Because now it's like, ah, I'm going to say, I'm going to create an irresistible offer. I'm going to say, hey, I don't know if you know, but there's this really cool band that's coming in town.

And they're one of my favorite bands in the world. And there's a concert. And I actually got front row tickets to go to the concert. I'd love to have you come. What we'll do is before we go to the concert, we're going to get sushi because that's my like, what's your favorite food? Sushi. Cool.

We're going to get sushi. Then we go to the concert. After the concert, a bunch of us are hiking up this mountain. We're going to watch the sunset or the sunrise or something. It's going to be amazing. And then, and afterwards I'll take you home or we're going to have an early morning breakfast or whatever. Right.

And I'm going to create a really good offer because then it's like, then the person I'm asking on our date's not saying, okay, do I wanna spend a night with this person or not? They're saying, holy cow, if I spend a night with this person, look at the benefits that come back to me. What's in it for me? That's what your prospect is always saying

no matter what the offer is, no matter what the pitch is, no matter if you are pitching a date, pitching a promotion, pitching an interview, pitching a sale, pitching a mastermind, pitching a seminar, pitching whatever it is, they're always thinking what's in it for me. And so you have to make that so irresistible. How do you create, how do you make a stack slide?

They go back to expert secrets, study the stack slide section, making a stack slide for everything. Um, literally everything you guys like when I want to go to a movie, I don't call my friends like, Hey, do you want to go to see the new Avengers? I'm like, Hey guys, this is Jill. Avengers opening night tonight. I'm, I want to, I'm going to go, um, I'm going to bring in four of the people that are awesome. We're all going to go together.

We're gonna hit dinner before we go. Then we're gonna watch the movie. And then, uh, and then we're going to, you know, like I pitched them, I create an offer for them so that it's not just, um, not just a product, right? Not just a transaction. I'm trying to make it where, um, the thing that I'm offering them is so much more valuable than what I'm asking in return for them. So they have to say yes, okay?

That's all it is, you guys. If you start understanding this in business and marketing and sales and everything, your entire goal is just make the thing that you are asking them so much more valuable than the thing you're trying to get in return, okay? If it's money, if it's time, if it's whatever, make the thing you're offering them so much more valuable than the thing you're trying to get in return. Okay. If it's money, if it's time, if it's whatever, make the thing you're offering them so much more valuable than what you're asking in return. And they have to say, yes, that's it. That's the big secret.

Okay. That's it. There's nothing bigger than that. Like that's, that's, that's it. People have a value of their money. You have to create something that's more valuable than their money and they'll give you their money. They'll trade you.

That's it. If you want their time, you have to create something more valuable than their time and then you trade it. And that's the game. It's a really fun game. Hope you guys enjoy this game. Anyway, I'm at the office. I'm gonna go play for a few hours, get some stuff prepped and ready for the week. And then I'm gonna head back home and play with my kids. And we're going to have the time of our lives. If I'm not sound asleep, I think it's like eight o'clock PM Kenya time. So my brain's still a little bit slow. So it might take a minute to take a couple of days to get back to it, but, uh, it'll be fun. So appreciate you always for listening. Um, and if you haven't yet go to marketing secrets.com slash black book, go get

the black book with, uh, Julie story. And on my team, she went through, um, 500 plus episodes of this podcast, found the 99 that she thought were the best and rewrote them into little 500 word chapters. Um, it kind of explained the core concepts and give you direct links back to those episodes if you want to go deeper on it. It's free. It's a PDF. It's like, I think, 300 or 400 pages.

Maybe 200, 300 pages. We spent a ton of time, ton of effort, ton of money getting these created for you. And I think you're going to love this. Go to marketingsecrets.com slash blackbook. Go and get it. You will love it. And with that said, appreciate you all.

Have an amazing day and we'll talk to you soon. Bye everybody. 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

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