Marketing Secrets with Russell Brunson - Throwing Rocks At The Red Ocean

Episode Date: January 30, 2018

A cool new way to look at developing your new opportunity. On today's episode Russell talks about how he was able to look at his own principles through a different lens after he heard Steven teach them at the FHAT event. Here are some awesome things you will hear in this episode: Find out how Steven helped Russell see the market, submarket, and niche concept differently. Find out the difference between a red ocean market and a blue ocean market. And hear Russell discuss in detail what it means to throw rocks at the red ocean. So listen here to find out how to still be a part of the red, bloody ocean, while creating your own blue ocean. Transcript - https://marketingsecrets.com/blog/throwing-rocks-at-the-red-ocean Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, it's Russell Brunson. Welcome to Marketing In Your Car. No wait, it's Marketing Secrets Now. 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 answer. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, you get 300 plus episodes of calling and marketing your car. Sometimes it's hard to break the pattern, but anyway, I hope you guys are amazing today. Heading in, we've got Operation Underground Railroad coming in today.

We're still working on the documentary and so many cool things. Those of you guys who are going to be at Fun Hockey Live, we're actually going to be showing this documentary we're building with them, which is super cool and I think you're going to love it. And then we're going to help save tons of kids, which is awesome. So good things happening on that front. And today I want to jump in because something kind of cool happened. So we had our FAT event last week, which first FAT event was about a year ago and I taught it. FAT is F-H-A-T, Funnel Hackathon. That's the acronym. So we thought we'd just

shorten it and call it FAT event. Everyone calls it the F-Hat event and then everyone's confused what it is, but that's what it is. It's the Funnel Hack-a-thon, F-H-A-T. Anyway, so the first one I taught, three days, and it was awesome, I think. People liked it, and I thought it was good. Right before Funnel Hacking Live last year, which was kind of dumb. And then we've done it, I think, five times, we did it after that. And Steven started teaching, first he taught half of it, then more of it, and then the majority of it.

And we did our last one. It's kind of sad. We may bring it back, who knows, but we did the last one officially last week, and it was really cool, and it was fun because, like I said, Steven's been teaching it, and each time he teaches, he gets better at it, but three weeks ago, he officially ended his job here

at ClickFunnels and went out on his journey as an entrepreneur, and then he took all the stuff that we do in the F event, talk about the fat event. And he launched his first webinar and he's made like a hundred K the first three weeks. And it's like, Oh my gosh, this stuff actually works. Who knew this whole time? Um, and it was fun as this fat event, this is, uh, after he had a chance to go and kind of do all this stuff. And so now he like his, his belief levels there before, but I was like 10 times better. And it was crazy watching on stage, like super impressed. Um, in fact, I was like 10 times better. And it was crazy watching him on stage, like super impressed. In fact, I was going to listen for like five or 10 minutes because that's a big project I needed to do.

And he started to speak. And then I sat, I started listening and I was like, dang, this is good. So I sat down, I just sat there and I listened for like over an hour. And it was cool. It was cool hearing him take a lot of the principles and stuff that we talked about in dot com secrets and expert secrets and then like weaving it together. But then taking his spin on it, like how did, how did, um, you know, how did he have to think through this when he was creating his offer and his thing like that? And one thing he said that was just really, really cool. And it's,

it's not different than, than we talk about the expert secrets book or I've talked about you guys, but it was just a different lens. And because of that, it was so, so, so cool. So if you've read expert secrets, um, if you haven't, you're insane, go, go buy it. I spent a decade of my life learning this stuff to give it to you for free. Go to expertsecrets.com. But if you have read it, you remember they talk about, excuse me, initially there's three markets. There's health, wealth, and relationships, right? And every time I share it, people are like, no, there's other things.

Like, what about this? Like, what about razors? And he actually brought that up as a thing. Like, razors, like, why do people buy razors? Like, what's the reason? And you think about, like, they're shaving because, like, oh, I want to look good so I can get a girl. Relationships, right?

So it's in the relationship market. Like, it works for everything. It fits somewhere in those things, right? And so that's the core markets, right? And if you think about, like, back in the day, whoever was first in the core market, it was probably one dude, right, that taught health. And he was, like, the weight loss guy.

And everyone gave him money because he was amazing. And then someone else was like, wait a minute, I know how to lose weight too. Maybe I should jump into health. And they jumped in and then this blue ocean of a market became this red bloody ocean with tons of people and so then the evolution of markets started happening. So we got health, wealth, and relationships and they evolved to a niche or sub-market, excuse me.

Yeah, sorry. It's been a while since I've written my own book. To a sub-market, excuse me. Yeah, sorry, it's been a while since I've written my own book. To a sub-market, right? So let's say inside of wealth, it's not just like I'm teaching you how to become wealthy, there's these sub-market inside, like well there's real estate

you can be used to become wealthy, there is internet marketing to become wealthy, there's stocks, and there's all these sub-markets within there, right? Initially, whoever broke out in the sub-market, like blue ocean, boom, all the money started happening, but then some other guy's like, well, I know stocks too,

maybe I should jump in and teach this stuff, maybe I should create software that does this or whatever, right? So those red oceans start becoming, or excuse me, those blue oceans start becoming bloody and red again, and then it gets harder and harder and more competition. And so that's the market that you guys are in today.

And so you can come in and jump into red ocean, the problem is that you're competing for people's attention for the same kind of thing. And it's just as difficult. And so the next phase of that is then coming down to the third level, which is the niches. You develop your own, you create your own niche.

And I purposely don't say don't find your own niche because if you're finding your niche, it means you're jumping into Red Ocean. But you're developing, you're creating your own niche within this ecosystem, right? One thing he said that was so cool, And I want to come back. He said, he said, your niche needs to come out of a red bloody ocean. Okay. So he says, if you don't know what your red ocean is that you are, that you are breaking out of, then you're not doing it right. Like you didn't pick the right

thing. So for example, let's say it's this example of, um, relationships, you know, health, wealth, and relationships, relationships, shaving, the shaving now is this bloody thing, right? There's all these thousands of people selling shavers and shavers and stuff. And so like, you need to know like that's the bloody market. And then your goal is you're building your business to look at that bloody red market. And then you're going to be actually throwing rocks and then throwing stones at them. This is how you separate and become this unique, different thing. You have to be able to, to see the sub market, the red bloody ocean and throw rocks at it. So if you're in the shaving market and you're looking like, man, this is a bloody market. How do I,

how do I create something new, create a new niche that gives me the ability to throw rocks at the ready or the red bloody ocean. Right. And so, you know, he talked about some examples. One is like dollar beard club. Oh, like you shave like, Oh, you're more on like real men don't shave. And like, now they can throw rocks at the red bloody ocean that they are, they are, they are breaking off of. Right. Um, think about this. Like I've seen this in the last year, right. With stocks. Like, so there's wealth, right. And then inside of wealth, there's like the stock markets. And then inside of stock. Now there's wealth, right? And inside of wealth, there's like the stock markets. And then inside of stock now,

there's this magic thing that's become a sexy exciting called cryptos, right? So why like cryptos, people have crypto offers, have to go back to the red bloody ocean of stock investing, things like that. And they have to throw rocks at the current view, like the red ocean that everyone else is in and they're fighting in.

You have to throw rocks at it and that's what separates you and creates your blue ocean. Okay. Now cryptos become bloody, right? So now it's like if cryptos is a bloody red ocean, like what is the thing that I got that I can look back at that, the crypto red ocean and I can throw rocks at this. Like everyone's doing cryptos this way and this is wrong.

This is bad. This is, and you're throwing rocks at it and then boom, that creates the separation for boom, your new blue ocean. And I thought it was really unique I never thought about it in that way that you have to identify the red ocean that you are building that you're that you were coming off of to build your new opportunity so you gotta find that and then you have to throw rocks at the red ocean and that's how you create that separation that creates your blue ocean. And it's just fascinating.

So if you've got a business right now, and I was asking, which one of the three markets are you in, health, wealth, relationships? You gotta tell me that. Number two, then from there, what sub-market are you in? I'm in internet marketing, I'm in stocks, I'm in real estate, I'm in whatever. Okay, you figure out that. Then it's like, okay, now you figure that out,

what are you doing to throw rocks at that to break separation, to create your blue ocean? Oh, oh, you guys getting this does it make sense to you guys if not let's do it again it's huge it's a big even for me it was like a big like light bulb my head so thank you steven for explaining it that way again same framework but looking through someone else's lens it's fascinating the different tips and ideas you get um again because it's not different it's still three markets sub market niche but now it's not different, it's still three market, sub market niche, but now it's like how do you create that niche? It's coming back to the red ocean,

identifying it, throwing rocks, creating separation, and boom, that creates your actual blue ocean. It gives you all the things you need for your sales pitch, for you launching and introducing your new opportunity. All those things come out of that magic. So, hope that helps. Like I said, it was super cool. I loved it.

It showed me so much more gold. He was dropping in there it was amazing um but yeah it was really cool to see someone else teach a lot of your principles through a different lens like oh so fascinating so i was like i told him after i was like i enjoy you teaching a lot better than i've ever taught it so that's awesome anyway so hope that helps you guys figure out your your three core markets which one you're in figure your sub market, find that red bloody sub market that the money's already in the customers are in. That's the thing. Like if a lot of times people build these businesses and they launch and there's no

customers, like find a red bloody market. There's tons and tons and tons and tons of customers already there. All like the more competitive, the better. And that's where you create your separation. You think, cause then it's like, you're going back to going back to those to those red bloody oceans to get those customers to come to you it's like I don't get traffic you identify that red bloody ocean where all the traffic's at and you jump from there you're like hey and you throw rocks at the red ocean that are currently swimming in there like oh my

gosh he's right boom and that's what brings them to your new opportunity to your blue ocean so cool so amazing So amazing. And hope that helps you guys. I'm going to go work today, get things prepped for Operation Underground Railroad. Amazing stuff's happening. Appreciate you all. And if you got anything from this, please go to iTunes, leave a comment and or share this with your friends, family members and other people who you think this would help. Thanks again, you guys. Appreciate you all and we'll talk soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best-selling books book number one is called expert secrets and you can get a free copy at expertsecrets.com and book

number two is called dot com secrets and you can get your free copy at dot com secrets dot com inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non-vc backed sass startup company in the world