Marketing Secrets with Russell Brunson - Whatever Happened To...?

Episode Date: December 22, 2021

Ever witness someone succeed big time at something and then they can't repeat that success? Why is that? Russell examines the ingredients of success and why some people have staying power and others fizzle out. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- It sounds like you're exploring the concept of longevity and sustained success in both the world of UFC and business. You're noting how some individuals or businesses can achieve momentary success, yet struggle to maintain it over time, while others are able to sustain success and even continue growing. You're drawing parallels between UFC champions who have defended their titles multiple times and businesses that have launched successful offers repeatedly. One key insight you've highlighted is the importance of building a strong relationship and community with your audience. You've observed that some businesses focus solely on monetizing their list without nurturing the relationship, which can lead to audience disengagement and eventual decline. In contrast, you emphasize the significance of continually adding value and stacking offers that align with your core message and mission. Your message underscores the importance of consistency, focus, and delivering on the promises made to your audience. By staying true to your core message and continually providing value, you can build trust, loyalty, and long-term success. This aligns with principles outlined in your book "Expert Secrets," particularly the concept of identifying and leading with a new opportunity and then stacking additional opportunities to deepen engagement and retention. Overall, you're advocating for a strategic approach to business that prioritizes relationship-building, value creation, and alignment with your core message to achieve sustained success in the long term. Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and CrossLinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert, as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I just dropped off my kids, and it's snowing outside. How great is that?

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.

All right, I'm driving home in the snow and I wanted something in my head that I don't know exactly the answer to, but I wanted to bring it up because in any career, anything you're doing, there's always like, I don't know, there's people that last a long time and there's people who have success and then they don't last a long time. Right. And specifically, I was this morning reading for those guys who are UFC fans. This last weekend was a crazy, crazy, crazy PBB card. I was never into UFC until COVID hit and then I started watching it and now I'm like obsessed and I can't like miss a fight, which is kind of funny. Because I don't watch sports. I don't watch football. I'm like obsessed and I can't like miss a, miss a fight, which is kind of funny. Um, cause I don't watch sports.

I don't watch football. I don't watch basketball. I don't watch, I don't even watch wrestling, wrestling on a TV though. Actually, if it was, I would watch it. So I'm not gonna lie. Um, but UFC, I got into it. I love it. And like last weekend, Amanda Nunes, who's like literally supposed to be undefeatable, got defeated, which was crazy and a bunch of other things.

Um, but one fight specifically was this guy named Cody, um, Cody, uh, I don't know how to pronounce his last name, Go Brandt or something like that. Anyway, it doesn't matter. Uh, so Cody basically, uh, 2007 became UFC champ. Yeah. Just an amazing one. You know, beat the, beat the champ to throne him. And it was just a huge deal. And then he's lost like the last seven fights in a row. I think he won one, but lost basically seven fights in a row. And hasn't ever since he was the champ hasn't been able to get it back again. Um, which is interesting. And you see other people like that, um, in the UFC where they go and they win a championship and then they, they never went again. Like you go, you become like one week, you know, when you're the best in the world and then you never, um,

like you never get, you never win another fight again fight again um or you win very few and you got other people you know like uh someone like Usman who wins it and then wins another one another one is won like 10 matches you know 10 title defenses in a row and for those who don't follow UFC you know this doesn't make any sense to you but just conceptually like what, like what makes it so that one person can become a champion, you know, the best in the world and then never win again versus someone else who becomes a champion, best in the world and then defends their title 10 times or 20 times, whatever ends up being right. Um, I started thinking about that in business because it's kind of similar.

I've been doing this now, I think I'm in my 20th year, which is crazy. So I've been playing this game for a while and last night I was hiring a copywriter for a really cool project I'm working on. So I was going back in time trying to find, um, offers in the path that had been successful. So, you know, Russell, the core funnel hacker in my head, I've got like, okay, I remember in, you know, 12 years ago, 18 years ago, three years ago, like all the people had similar offers in the past. And so I go and I find them and, um, I have to go to a site called the way back machine because most of the, most of these offers are dead now, but I go way back machine type in the old URL and boom, it pulls up the old offer, which is really cool. So I was looking, um, I was trying to remember all the old offers that were similar

to this new one that we're creating. That's going to launch probably in January or February. And I was going in there finding them all. And I found this one that I remember when it, when it launched, it was like the offer. And I remember the person who launched, I'm not going to say their name because, um, this person pulled a Cody Goberant. I'm saying his name wrong. Anyway, a Cody, uh, where they had the offer, like they created this offer. They were out of the gate, they were a newer marketer, and for some reason, this offer just crushed it. It was the right message, right timing, right everything.

And I remember being so jealous, because this offer did, I don't know, probably $10 million in sales over the period of a couple months. And it was like a $37 offer with some upsells and downsells. But again, for whatever reason, it was like perfect message to market match, right? Like it was the right message for the market at the time and it just crushed it.

Okay. And I started thinking about those guys. I'm like, whatever happened to the people who launched that offer? I got, they were young, cool dudes. Like people loved them, you know, and they had the offer like better than any offer I ever had that time. And I was just like so jealous, but I haven't seen them since. It makes me wonder, what happened?

I remember I've seen them launch other offers. I remember they contacted me. I remember because at the time I was trying to broker their leads to a call center, and then they kind of screwed me. I remember after that watching them do another offer, another offer, but none of their other offers hit. That one hit, and they did a bunch of other ones, and none of them ever hit. I look back now and again, they're gone. I can tell you in the almost 20 years I've been doing this, I've seen so many people come into the scene,

have a good offer, launch it, make a ton of money, and then we never see them again. There's other people who have been doing this now, like me, for two decades or Dan Kennedy for four decades or Tony Robbins or people who other people who have been doing this now, like me for two decades or Dan Kennedy for four decades, right? Or Tony Robbins or people who have been, who have longevity, they've been doing this way longer and are still doing this. And it makes me think about that. Like what, like what makes, what makes, you know, somebody go and become the UFC champ of the world, have the best offer in the world and then never have another win again versus the person who's titled defense 10 times, who's had 10, 20, 30 winning offers and they're like, what's the, what's the big difference?

And so I don't know if I know all the answers or the exact answer, but I want to propose what I think is the biggest reason in our world that somebody, um, wins longterm because I think anybody can create a really good offer, right? You get the right hook story offer, get the right message, get the right timing, get the right, all the things. It's not hard to get an offer that that's going to crush. Well, I'm not going to say it's not hard. It's, it's, it's hard.

It takes a lot of work, but if you get it right, you know, I've seen people who make more money in one, one, uh, offer than, you know, I've seen people who make more money in one, one, uh, offer than, you know, than the average person will make in 10 lifetimes. Um, so if you get it right, it's, you know, the amount of money you can make really quickly is, is huge. But then like longevity, again, most people, like I've been doing this now for so long, I can tell you the people that, um, were around when I got started are few and far between. If I mentioned most of those names, the most part, you wouldn't know any of them.

You might know one or two of them, but for the most part, the people who were the legends, who were the biggest names in the world, their longevity has not lasted. And so I wonder what causes that. And I want to propose, I think the biggest thing is to create an offer, it's a hook story offer. You get the right sales letter, you get the right offer, you get the right message, the right ads, all kinds of stuff. It offer, it's, you know, hook story offer. Like that's the, you know, you got the right sales letter, you get the right offering, the right message, right ads, all kinds of stuff. It hits, it blows up. But the people who have been around for more than an offer, people have had 10 title defenses, you know, 10 good offers,

20 good offers, whatever. And they're still around. It's not so much just the offer. The offer is part of it. Um, the key is the, um, is the relationship. It's the community. It's what happens after the offer, right? I look at these dudes who had this offer back 10 years ago. They crushed it. They outdid every offer I'd ever dreamed of. They launched it.

They sold a bunch, but then I was on their list, right? And what happened to their list? They emailed other people's offers. They sold other things. And eventually I lost interest in them and I went away. Like they, they were so focused on monetizing the list and making money from the data or whatever you want to call it. Right. Selling them thing after thing after thing that, um, eventually I stopped opening the emails. I stopped reading because it wasn't like, like I came in because they had this offer, right? It was exciting. It was

interesting. It was new. And then they didn't keep talking about it. They stopped talking about it. They shifted the next thing, the next thing, they put on this person's offer, the next one, they create a new offer. And like, they kept shifting. Where I want to propose the reason why I've been doing this for so long. And I would say that I was on the same path as these guys probably the first decade of my business. First decade, I was launching offer after offer after offer. And there's nothing wrong with launching a lot of offers. In fact, you need to. In fact, most of you will do better by launching more offers. But the, the difference is, um, the offers have to stack, right? Like if you come into the Russell Brunson world, you can ask anyone like, what does Russell teach? What does he do? Like there's one word that's come to your

mind. What is that? It's funnels, right? Like, okay, Russell comes in, you're gonna learn funnels. But then inside of funnels, I have a whole bunch of offers that stack upon that new opportunity, right? The new opportunity of bringing people in is a funnel. But then I have offers that stack upon that. Does that make sense? So like we have funnel scripts, but it's how to write the copy for your funnel. We've got traffic secrets, which is how to get traffic to your funnel. We have expert secrets, which is how to tell your story inside your funnel. We've got, um, you know, every single offer I've created all comes back down to the same thing. It's all stacking on the same opportunity. So that way I don't, I don't have to like resell my audience each time. I just already sold on the core principle thing I'm talking about and everything

I'm doing day in and day out, week in and week out, month in and month out, year in and year out is stacking on the opportunity. So what happens is the culture, the brand, the people get deeper and deeper and deeper as opposed to like, here's an offer, we made a bunch of money, now we shift to a new offer and then a new offer because eventually one of your offers isn't going to work, right? And I have tons of offers that we've sold, but they haven't worked as an offer like to go buy ads and drive traffic and things like that, but they do work to my list because my list loves me. My list is looking for other ways to do funnels better, right? Like that's the,

that's the new opportunity people came in into my world for. And so when I'm stacking and I'm adding new opportunities on top of that, that is the, that is the key, right? And so it's all about the community. It's all about the relationships, all about not giving your audience schizophrenia by changing things over and over and over again but instead of going deeper and like doubling down and like really believing what you're believing i think that these guys who i saw this offer from a decade ago um they would have doubled that like even today like the offer i was looking at like this offer would convert today but they stopped promoting that they stopped promoting all the concepts around that they went to the next thing next thing that was all over the place i see right

now happening in our world all these people who were experts at their thing and now we've got bitcoin and then nfts and stuff and now they're like shifting to the next thing the next thing and not there's anything wrong with that right like there's probably going to be a day i guarantee in the near future we're not near future in the future where i'm going to sell an nft right there's not going to be an nft on some random like magic monkey that's dancing around because it's not doubling down on the new opportunity someone came in with, right? They came into my world, they're entrepreneurs. And so like if I, if, and when I was to do an NFT or something like that, it's going to be doubling down on the core message, right? It's going to be

somehow amplifying the things I'm already talking about, right? It's not going to be this whole new thing where people are now shifting focus and moving over to a different spot, like all those kinds of things. Does that make sense? Um, and so anyway, I just, just, uh, for you guys is to think about that. Like, um, if you haven't read the expert secrets book, the expert secrets book is where I talk about, um, new opportunity. Um, and it's interesting cause Dan Kennedy, uh, did a whole course called opportunity

concepts about this, which is so good. And, um, I'm actually working on two projects right now. One is the January newsletter for the no BS newsletter. If you haven't subscribed yet, go to no BS letter.com, but no BS newsletter, uh, January issues all about new opportunity. I had Dan write a bunch of stuff. I wrote a bunch of stuff like going deep on like this concept of a new opportunity, right? Like we got to create a new opportunity.

What is your new opportunity? Um, and then, um, and so there's there's there's kind of that that piece of it but so and then i'm also working on a another book project with dan about new opportunity because it's like the key right like you you don't give somebody improvement or repair as a front end the front has got to be this here's this new opportunity this is this is like the new opportunity is going to shift everything for you that's how you lead the conversation bring somebody in um and expert secrets talk about being the opportunity switch like you're taking from the old opportunity to new opportunities to the initial switch and after they come in then we do what we call an opportunity stack which is now they've they've

moved with you into this new opportunity now you're stacking things on top of that so for me the new opportunities funnels now we're stacking on funnel scripts. We're stacking on affiliate funnel. We're stacking all these different things to double down, triple down, quadruple down on the new opportunity. So I hope that makes sense. That's the power we're talking about. It's the core key thing that you got to understand to be able to be around a long time. Because anyone could have one hit on wonder.

You can have an offer, you can win a championship. But if you want to be able to be around for the long term, it comes down to one opportunity to switch. Every company should have one and only one opportunity to switch. I'm a big believer in. After you've switched somebody into your opportunity, then you stack opportunities on top of that. The people who are losing are people who are going, opportunity to switch, opportunity to switch, opportunity to switch,

and keep switching people over and over again. It gives your audience literal schizophrenia. We've got to focus on one opportunity opportunity switch and then opportunity stacking after that. So hope that helps. Hope you understand it. I hope that was a nugget that kind of gets you thinking differently. If you don't, that doesn't make sense to you and you want to go a little deeper on this, make sure you understand it.

Go read Expert Secrets. Get the new updated hardbound version and go read the section on new opportunity and hopefully that'll help you. And or get on the No BS newsletter ASAP and get the January issue because I go deep into it there as well. All right. Thanks, guys. Appreciate you all.

And we'll talk soon. Thank you for listening to the Marketing Secrets Podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff. And be sure to tag me and let me know why you like this episode and what you'd like to hear in the future. That'll help me to know what to create for you. Also, Dan, Kenny, and I would love to give you

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