Marketing Secrets with Russell Brunson - Unlock The Secrets

Episode Date: July 1, 2019

Behind the scenes glimpse of what this event is and why I created it. On today's episode Russell talks about the upcoming Unlock the Secrets event and why he has decided to make it his flagship event. Here are some of the interesting things in this episode: What a flagship event is and how it's different than Funnel Hacking Live. What kind of event it will be, and who gets to come to it, and why it can't just be Russell standing up and speaking for 3 days. And hear what one of the modules from the event will be like. So listen here to find out what Russell's new flagship event will be like, and how it's different than events he's done in the past. Transcript - https://marketingsecrets.com/blog/219-unlock-the-secrets 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. For you it's probably a new day, but I'm still driving to pick up Dave from the airport and I want to share with you guys behind the scenes of how I'm planning and preparing for the Unlock the Secrets event. 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'm still heading to the airport.

The test was so quiet. I'm doing podcasts now. My sound quality's probably gone up a million times. It always makes me laugh. People are like, Russell, what kind of microphone do you have to do your podcast on? I'm like, I literally have my iPhone in my hand. I got a pop socket behind it. I hold it in my fingers, and I keep it the same distance from my mouth, and I just talk.

And so I'm not worried about audio quality. I just want to make sure that I give you guys cool stuff. And, you know, now that I'm in a Tesla, the audio quality's probably got up a little bit. So I'm pumped about that for you guys. Anyway, oh crap, I'm going to miss my freeway entrance because I'm hanging out with you guys. All right, I made it. Good thing the Tesla's so stealthy. I can swerve in and out of people.

Just kidding. Anyway, so today what I want to talk to you is about, I've had a lot of questions about this, people asking me because we have an event coming up this year. And it's funny because, I'm going to share this part of it because this may inspire one of you guys to do something similar. You know, if you look at,

I've always had this problem where like, I hate teaching the same thing twice, right? So like, that's why, you know, when we launched ClickFunnels and I was like, I'm gonna do the same webinar live every single week for next year. And I need to do it five or six times a week, the first two or three months. Like, I was like, if I say these words again, I'm going to kill myself. I'm so bored of them. But it obviously worked, right?

Which is why I encourage all you guys to do that. But I also had the same thing with events. I used to do events here in Boise. People would come into them and I'd teach this event. It was amazing. Then the next time I'd do an event, people would be a different group of people coming in and I'd teach a whole new event. People always ask me, why are you teaching a new event? I'm like, I just stay teaching the same thing twice. By the way, that is stupid of me. I'm just going to preface that now that I'm wrong. You're not like, yeah, that's why I feel too, Russell, because if you think that,

you're wrong too. We're both wrong. Anyway, for years, I'm wrong. So just so you're not like, yeah, that's why I feel too Russell. Cause if you say, think that you're wrong too. We're both wrong. Um, anyway, so for years I kind of fought that. Um, and then when we finally decided to start doing events again, funnel hacking live was the event, right? And I love funnel hacking live and you all should go to it. It's like our, oh, I love it. It's, it's fun. And it is, again, it's the event where I have a chance every single year to create. I usually do four or five presentations. I create from scratch. They're brand new stuff that I never shared before. And so I have this really fun ability to kind of get my need of like creation and new things and all that kind of stuff. And so, um, and so I, I, I do that every year. I love it. And we have other speakers come in and

it's really, really cool. But anyway, um, about a year ago I was hanging out with Brendan Bouchard and we were talking about events and stuff. And he was talking about, um, he does two big events a year. Um, I think he might be changing the name of them, but one of them is called experts Academy and one's called high performance habits. And, um, and he was making fun of me. Cause he's like, yeah, when I do my events, I'm on stage all day, every day for like four days. It's just me talking. And I was like, why do you do that? Bring other people. And he told me, he said, you know, think about, um, Tony Robbins. He's like, what was it, 30 years ago or 50 years, I don't know, whatever it was. Tony, he took all his material and he sat down and he created an event.

It was called Unleash the Power Within and that became his flagship event. He's taught it like four times a year for the last 30 years. He knows it word for word and things may tweak here and there a little bit. For the most part, it's the same event. He created this event that would fulfill all these things and then a little bit. For the most part, it's the same event, right? And he created this event that would fulfill all these things and then he produced it and that's why it's so amazing is because it gets better and better because he's done it so many times.

And then like, I don't know, 10 years later, as he was doing one of his geek out sessions, he like figured out this whole, this new event he wanted to do. And I remember he talked about this at Day with Destiny and he like spent like a whole week or something, wrote the whole event and then he brought a bunch of people in the room

and he did the event for people. And it was the very first, um, date with destiny event. And then that became the secondary event. And so he, and that was created like 25 years ago or whenever it was, he's been doing it twice a year for the last 25 years. And Brandon said, you know, when he, when he got in this business, it wasn't about doing a new event every single year. It was about, I'm going to create an event.

And that event happens all the time. And, um, and so for him, I think the first one was the experts Academy. He's done it every year for however many, you know, a decade now. And then he created the high performance Academy one a couple of years ago. Now that's his flagship program. He does every single year. And, and when he's telling me this, I was like, well, I want my own flagship course. That's just me teaching. And I was kind of bummed out because I didn't have one. And I was like, I don't even know how to fit it in or where I would fit it in or how it would work. And anyways, we were planning the Two Common Club coaching program for this year. I thought, what if I did an event that was just for that group and it becomes my flagship program?

And then I was like, wouldn't it be cool if it wasn't just the parents got to come, but they were able to bring their children as well, like their kids. Um, and not like super young kids, but like 12 to 18 year old kids and bring them as well. And I could do this event, but in a really cool way that's different. Um, you know, cause I can stand up, I can teach for three days and I'll be awesome. And I think people love it. But if I can do it in a way where it's interactive enough to stimulate the adults and give them what they need, but they're entertaining enough and broken down to a level that would be

so powerful that the kids can grasp it as well and make it a family experience like that's, that's the goal. Right. And I was nervous about it, but you know, in the last, man, it's crazy in the last however long, you know, few years, we've got tons of kids now making so much money inside of click phones we've got teenagers we've hit two comic club we've got a whole bunch of other stuff and it's just like it's really powerful seeing that and so i'm like man teenagers it's not like you know the future we're gonna do this thing it's like the teenagers are here now they're having success now we might as well come and cater to them and serve them and like help them to understand to be on the forefront of um of all of that and so of all of that. And so we decided to do that this year.

So this year is our very first one. I think we have about six or 700 people register. I think like 250 of those are, are, are youth, which I'm pumped about. And, uh, so this event's happening and now, you know, we planned the event, we gave everyone signed up for it. And then I started freaking out like, oh my gosh, I got to make sure this is good. And then my kids are coming as well. So I got to like, now I got to like really make sure it's good.

So my kids get it. But then it's like all my inner circle members and the Tucoma Club coaching students are there which are like my top level clients. Like I gotta make it stimulating and awesome for them too. And so now I'm all stressed out. And by the way, I'm also writing a book during this period of time

as well as running ClickFunnels and you know, taking care of my kids during the summer. So there's a few things. But I'm really excited for it. And hopefully it's gonna become my flagship i do it once a year for all my two comical coaching students and that just becomes like the thing that we do and um that's kind of the the vision and and the game plan so um anyway that's kind of why i'm doing it so um the question is like how do we prepare for well for me it's it's been interesting because

i'm trying to not just be me on stage speaking, right? Like a lot of events are that way. I'm like, I want it, I want it like four or five levels deep. And so what we're doing, um, and this is, I'll just give you an example. There's one module because it's a snapshot. Hopefully it'll give you guys ideas for your own thing. But what we're doing basically is I'm teaching the strategy, right? So one of the modules would be probably half a day is like, uh, is going through these different core funnels inside of a value ladder. It's a handful of core funnels. So I'll be teaching the strategy of each one, right? That's number one. The number two is I'll be giving a swipe file. Like here's 40 of those types of funnels that other people have done.

You can look at me like, Oh, that's what he's talking about. I see how it works here and here and here and here. You see them over and over again, right? So you can swipe file. Number three, they get the share funnel link. So it's like, now you've seen it, here's the link, you click on it, and then the framework's built for you, then you can come in there and you can just replace things and make it all pretty and nice for yourself, right? So that's the third phase.

The number four is we partner with someone who's really good at making Trello boards. They make some of the most intense, insane Trello boards. And so for each of these funnels, we have these insane, intense, amazing, step-by-step-by-step Trello boards that go with it to make sure you get every single step in the process right to execute one of these funnels, we have these insane, intense, amazing step-by-step-by-step Trello boards that go with it to make sure you get every single step in the process right to execute one of these funnels.

Then on top of that is every single step inside the checklist we're going through making videos so if somebody gets stuck like, I can't figure out this step, there'll be a video for every single step they can watch and it's like, oh, that's what I do. It's super simple, like a 30 second to a couple minute video depending on the task that shows it, right? So now it's not just me teaching conceptually concepts. Like I teach it and then I show it to you and then I give it to you

and then we help you to implement it. And it's like all these different levels deep, right? And then after the event, we're gonna have our coaches doing these hackathons. They get on and it's like anybody who wants to build that funnel jumps on and everybody builds a funnel together. No member gets left

behind. There's always people behind hoping to let's say, I can't figure out how to get my domain purchased. The way we do these hackathons are really cool. Everyone on this right now, they're usually smaller groups like 30 to 40 people. It's like, hey, everyone go buy your domain right now.

Did everyone get it? If you didn't get it. And like three people got stuck. It's like, Hey, here's the coach. Go, go offline with the coach real quick. It'll get, help you. They go offline. Coach gets done to jump back in the group. Okay. Everyone's got the domain done. Now, step number two is do this. We go step by step by step until everybody's got it done. And over the course of seven or eight hours, the funnel's done. It's beautiful. It's ready to rock and roll. And so you see how we're layering all these different levels? And that's just for that one module, but it's how we're trying to really make this so that this

program is simple, it's powerful, it's useful and it'll be the most amazing thing ever created on this planet. So anyway, that's the game plan. And that's where we're doing the Unlock Secrets event. I'm excited for all my two Comic Club Xers and all of my Inner Circle members. I'm excited to see you guys there. And if you haven't got your ticket yet, go and get them.

We should have about 1,000 people at it, I think, when all is said and done. So we're about a little less than two months away. And I'm sure you'll hear me talk more about it. But that's the reason behind it. This is going to become my flagship. Just like Tony's got UPW, A Date with Destiny, and Brendan's got his. This is now mine. It's called Unlock the Secrets.

We go through the.com, Expert, and Traffic Secrets books, and I'm pumped for it. So anyway, that's kind of the game plan. So hope that helps. Um, I'm at the airport. I'm gonna go grab Dave. Uh, appreciate you all. Thanks for listening. And, uh, I'll talk to you as long as soon. Bye everybody. Want more marketing secrets? If so, then go get your copies of my two bestselling books. Book number one is called expert secrets and you can get a free copy at expertsecrets.com and book number two is called Dotcom Secrets and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used

to become the fastest growing non-VC backed SaaS startup company in the world.