Marketing Secrets with Russell Brunson - Your Secret Framework

Episode Date: June 12, 2019

The process I use to write books, create courses, teach seminars, and to grow Clickfunnels. On this episode Russell takes a break from his family vacation on Lake Powell to talk about why having a framework is so important. Here are some of the amazing things you will hear in today's episode: What a framework is and how it can help you teach a concept in just an hour or even a three day event. How having a framework can help you figure out what it is you are teaching or selling. And why a framework is how Clickfunnels beats its competitors. So listen here to find out how Russell uses frameworks in his business. Transcript - https://marketingsecrets.com/blog/214-your-secret-framework 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. This episode, I am streaming to you from my family vacation as I am walking around the beach here at Lake Powell. 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 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 everybody, welcome back. Alright, I hope you guys are all having a great summertime right now. I'm sure that summer, if you're listening live, and if you're listening replay, it could be the middle of winter for you right now.

But just imagine being on a beach, like 100 degree weather, boating, jet skiing, tubing, water skiing, knee boarding, just all this stuff. That's what's happening here, and we're having a good time with the family. But for the guys who know me, you also know that I struggle at vacations because my mind is going crazy wanting to move forward and have momentum. The vacation is literally the opposite of momentum. It's like, let's stop everything and just sit and be. It's good for me.

It's good for everybody, but it's definitely hard for most entrepreneurial minds. And so if you are struggling on vacation, maybe you're listening to this during your vacation. I see you. I understand you. I get it. But anyway, I'm enjoying my family. They're the coolest. Anyway, my kids are fun ages.

We've got teenagers who I want to beat up some days. I've got little kids who I love. And I've got little, little kids who just won't sleep. And so, you know, you get a little bit of all those things, but they're, they're so cool. And it's just fun to be able to have, um, summer with them. You know, I don't think I have too many more before my twin boys are gone. And then, then it starts, they all start leaving again.

So, oh, crazy. You can think about, so anyway, but I'm here and, uh, and I'm trying to focus on the family between the breaks. I'm reading books. I'm reading Dave Goggins book right now, which is so good. If you want a book to pump you up about life and about everything. I'm also writing the traffic seekers book right now, which is, um, fun as well. And as I'm writing the traffic seekers book, I'm kind of noticing something cool. And I wanted, that's what I want to jump on and share with you right now. Um, and, uh, it's something that I don't know if I, like, I, I don't know. I don't know. No one ever sat down and taught me this, but I kind of picked up along the way and started doing it.

People would point it out to me and I was like, Oh, that's fascinating. Um, so instead of you guys trying to figure it out, I'm just going to give you a shortcut and tell you what I, what people point out to me. Um, it's really cool. So as I'm writing the traffic secrets book, if you look at how I do it, like each chapter I sit down and I'm like, I don't sit, like, I don't call this, but in my head I'm thinking like, what's the framework for this chapter? For me, it's a doodle. Like what's the doodle that explains this whole chapter, right? But sit down and I look at this paper and I keep thinking until I sit there trying to do out an image. It's like, okay, this is the concept I want to illustrate during this chapter.

So do a lot of this image. And then I sit down and I write the chapter. And, uh, what I'm doing is I'm creating the framework for that chapter. Right. Um, and then, um, saving through the.com secrets book, right? Like people love that book. And I didn't think it wasn't conscious thought at the time, but I was doing these images and explaining the doodles. And that was kind of what the whole.com secrets book was expert secrets.

I was taking this framework, which was my perfect webinar. And, um and um and you know i've said did a lot more than that i talked about a lot of other things in the book but you know half the book is basically the perfect webinar framework and me going through it and going through it slide by slide by slide and explaining the whole whole concept um it's funny like man probably two years ago i was at a little small mastermind group with brend Brendan Bouchard and he was teaching this concept. He called the seven day launch, which he actually taught at Fun Hockey Live this year. So for those of you guys who were there, you had a chance to see this, but he stood up and he drew this, this diagram and they started teaching from it. And I remember as he was

teaching, he talked about something for a while and come back to the diagram, talk about the next step of it. And you know, he kind of go back and forth, back and forth. And, um, and people asking questions and I think somebody apologized like, Oh, I'm sorry. I didn't mean to throw you off. And he said, no, no, no. He's like, he's like, you all know this. He's like, back and forth, back and forth. And people were asking questions, and I think somebody apologized. Like, oh, I'm sorry. I didn't mean to throw you off. And he said, no, no, no. He's like, you all know this. He's like, as a teacher, your framework is your savior.

He's like, your framework, you always come back to the framework. He's like, I'm going to take this framework, and I'm going to teach it in five minutes. I'm going to take this framework, and I'm going to teach it in three hours. But I have the framework that is the whole thing. And remember when he said that, I was like, oh, my gosh, how cool is that? Because I can do the same thing with my perfect webinar framework. I can sit down, and I can explain it in five minutes to somebody, or I can do a three-day event teaching it because, you know, how deep in detail and stories you want to go to reinforce

parts of the framework. The framework's the same. It doesn't deviate. It doesn't change, right? I'm working right now also on this event I'm doing for the families inside of Two Common Club X coaching program, and it's called the Unlock the Secrets event. And that's something right now is I'm building out frameworks for each session. Like this session, this is the framework I want to teach. I'm going to explain. So I build out a

framework and then I come back and I'm going to teach those, those pieces of it. And so anyway, it's just, it's, it's fun and it makes it easier to teach. Now framework for me, usually are my doodles. You guys have all seen those before if you've followed me at all, but other people, it's different things things but there's some kind of framework that guides your teaching and so um essentially if someone asked me hey do you want to speak at savannah like we don't talk on like uh this topic and i think okay i'll sit down and on the flight over i'll doodle out a framework of how i would explain that topic and then i come i'm like here's the framework i stand in front i can teach it for an hour i teach it for three hours i do the whole

event for three days if i needed to because the framework is your savior. You keep coming back to that thing and if you get stuck or whatever, you're just plugging in stories and examples and case studies into that framework. And so anyway, that's kind of the concept. So the reason I want to share with you guys today is because I know a lot of you guys, especially those who are in the info business, you're trying to figure out how to teach your stuff. And I think a lot of times we learn, we say a bunch of things, and we're trying to teach it back, and we're like, ah, this is hard to try and create a course or write a book or whatever.

It's difficult. And so what I would recommend doing is you've got to create a framework, right? Like sit down and say, okay, module one or chapter one or day one or event, you know, session one, or whatever it is, like what's the concept I want to teach? And trying to like, again, it doesn't have to be doodle like mine, but some kind of sketch

or some kind of mind map or something that's here's the framework of this, of this session. And that becomes the framework. And then all you're doing is you go back and you teach that. And then you're looking at your, okay, do I have a, do I have a story for this session of the framework? I have a story for this. So I have an example for this. And then you start plugging in those details and that's how you build this, beautiful amazing amazing tapestry that becomes your you know whatever is your your teaching and um and uh so that's first and second thing i'd say is after you create this framework and typically my frameworks aren't like here's russell off top of the head off top of his head right it's like me i've studied you know a thousand people and from there like you know when i talk about perfect

webinar i try i try to give credit for everything I learned. Like I learned this piece from this so-and-so and this piece and this piece and this piece. And like, but from that, I created this, this framework. That's my framework. I use, I'm going to give you the framework and I'm going to call it something. I call this framework, the perfect webinar. Right. And now I give it a name and now it's mine. Okay. So for you, the same thing is like, as you're becoming a creator, again, you, I never steal something from anybody else. Like that's bad. Right. Um, especially if you're, if you're, what do they say? If you're, if you're quoting one source, you're stealing. If you quote a bunch of sources called research, it's just like, that's like, like take all your

life experiences from all the people you learned from and like combine that into your own framework, your own system, your own thing. You can teach people, give it a name. This is my perfect webinar. This is my whatever, right? You give it the name and now it becomes your own. And then like I always say, always give credit where credit's due. Like I, I try to always give credit from everybody I learned each of the pieces from. Um, and that will go a lot longer than you will ever, ever imagine. Um, so make sure you do that as well. So anyway, um, that's kind of what I share to share with you guys is that concept because it's making, it makes all the content creation I do easy and simple and possible.

It makes it easy for people to remember and recall and be like, oh yeah, here's a framework and they can like recall the stories and imagery and the concepts you taught very, very fast and very rapidly. Whereas if you step in and just start teaching from an outline, it gets really hard for people to recall, to remember, to retain, to use because there's no framework. And so all of your teaching, all of your coaching, all of your stuff should be built off of that exact framework. And you may be thinking, well, Russell, I'm selling physical products.

I don't have a framework. I would say that you should make one, right? People buy the physical products they want to result, right? So I would come back and say, okay, what's the result they're looking for and what's the framework? My product is a piece of that framework, right? ClickFunnels is the piece of the framework for the result you guys are trying to get, right? You guys are trying to make more money, have more impact. And so the actual product I sell, which is ClickFunnels, is a piece of that framework. There's all these ancillary things

around it that make the experience more full and it gives me something to teach and to talk and to train and to coach on, which now makes our company flourish. Right. It always makes me laugh when people are like, well, this will work for my type of business, Russell, kind of blah. And I always, I always smile because like literally, um, you know, five years ago, everyone told me like, well, this will work for a software business. And then we proved it. And they're like, well, it works for software, but no other business. I'm like, are you kidding me? Probably wants to create an e-commerce company or a food company or a, you know, become a chiropractor or something just so I can like prove like this literally works in every model, every, everything you just have to like think

outside the box. So, um, anyway, whatever it is you are doing, look at it, plug it in, create, create your framework. Remember what you do is probably a piece of that framework, but all the stuff around it is what makes you special so it'll make people drive past 30 other chiropractors to get to you or you know fly past 14 other financial planners to fly to your city to work with you because you have the full framework not just the one thing right it's the reason people use click funnels versus any of our competitors because we have a piece but we have the whole framework around it that gives you education the training the systems everything makes everything else possible. So anyway, that's all I got for today.

I hope you guys are having a great vacation, great summer. I'm going to head back, go have lunch with my kids, and then try to focus on being present as a father. And I appreciate you guys letting me have this little release because I need that. I need to think and create and produce and publish and put out so I can get back to being a normal human once again. So my entrepreneurial mind has been stimulated. Thank you for the conversation.

I appreciate you all. Have an amazing day. I'll talk to you guys all again 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 to our free

behind-the-scenes reality TV show at www.funnelhacker.tv.