The Russell Brunson Show - Aggregate, The Secret Formula

Episode Date: October 7, 2019

The creation and aggregation process... On this episode Russell talks about what it means to aggregate information and turn it into something different, and how that is not the same thing as ripping somebody off. Here are some of the awesome things in this episode: Why taking pieces of information from different people and compiling it into something you make your own is different than stealing. Why studying information from several sources gives you a better overview of an entire topic. And how aggregating all the information you have learned, helps others who are learning from you. So listen here to find out how Russell aggregates information on different topics. Transcript - https://marketingsecrets.com/blog/247-aggregate-the-secret-formula Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details, conditions, and supply. AirTransat. Travel moves us. What's up, everybody? This is Russell Brunson.

Welcome back to the Marketing Secrets Podcast. This is actually an episode I started recording a couple days ago in my car, and there was a word, I couldn't remember the word. So I got halfway through, and I was like, what is that word? And I stopped it, and I deleted it, and now I got halfway through and I was like, what is that word? And I stopped it and I deleted it and now I remembered the word. So I'm back to do a redo of this episode all about your job and your role and your responsibility as an aggregator of information.

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, uh, it's Friday here. I'm today's a meeting day. And then, uh, next week we have inner circle all week. And then I basically like two weeks left to get all the updates done for the.com seekers book. Um, if you haven't been listening along, obviously I submitted the final manuscript for the traffic seekers book last week. So it's out of my hands, but then, but then we're republishing the first two books with a new publisher. And so I had this little window of opportunity to go in and update them. So yesterday I spent all day going in and I was like, oh, I'm just going to tweak some stuff in DocComSecrets, you know, polish it a little bit. But after I got into it, I was like,

oh my gosh, I need to change everything. Like, I want to rewrite the entire book it's funny because because you know i'm five years in now since my first book my third book and i've become a better writer i tell story better all things like that and like none of the first book at least the first one i'm not sure about expert secrets i'll find that out next but the dot-com series book is missing all that like there's not a good story and the good things and so i want to weave those things back in so it may turn that 58 000 word book into like a hundred thousand word book. Who knows? But that's what I'm in right now. And then I'm going to do the same thing with the expert secrets book and then put them out into the, into the world. And I'm so excited for that.

But as I was thinking about this whole thing, I started thinking about like my role and probably a lot of your guys' roles, um, as, as, as an aggregator of information and an aggregator of content, right? Like if you think about this, like the dot com seekers book, isn't my own thoughts, right? I mean, there's some of my own thoughts in there. There's, there's insights I found and things I connected and correlations I've seen and stuff like that. I take my own personal experience, but, but none of the information is new. Like I didn't invent it. I was out there and I was trying to learn this stuff. I started aggregating information from a lot of sources. If you read any of the intros of the books, I'm always like, I learned from this person,

this and this. Here's like 50 people I studied. And then I took all those things, I aggregated them together. And from there, I came up with my own framework, my own process that's aggregating these people's ideas into a process that's simpler for me to understand. And hopefully it'll be simpler for you as well. Right? And I think about for any of us content creators, that's kind of what we're doing.

Now, the difference between aggregating information and ripping somebody off is you rip someone off you're taking from one person and just ripping them off like that's not i'm talking about i'm talking about looking at a whole bunch of sources and from there come with your own ideas and then always giving credit back to um to where you learned the original concepts from which i always try to do i remember um this is probably five or six years ago. I had a chance. I was hanging out with Howard Berg, the world's fastest reader. And I asked him his opinion on religion and a couple other things. So I'm like, this dude's read 30,000 books. And I still remember he told me, he said, it's interesting. He's like, most people will read one book on a topic, right? On religion or on whatever the topic is. Right. And

he's like, and they read that book and then that becomes their, their reality. That lens of that book comes to reality. He's like, what I do instead is like, he's like, I want to learn a topic. So I'll find 10 or 20 or 30 books around that topic, all from different angles. He said that I'll read them all. And then from that, I have a different perception of what reality is. He's like, I'm able to see things from different directions and different angles that nobody else can do. And I feel like as a content creator, as a producer, as an influencer, as a whatever you want to call yourself, an info product marketer or whatever, that's really our job is to go out there into the world and seek solutions for our own problems, our own things we're trying to figure out how to solve. So we're

going out there, we're reading books and listening to podcasts and trying this and testing that and going to this event and going to this mastermind and talking to this person and all these things because you're trying to get a clear picture in your mind to make it make sense to you. So you aggregate all this information from that then you come back and you can build your own framework saying based on my understanding of the world and what I've experienced, this is the truth, right?

And so that's what I've tried to do in these books and in my podcasts and other things is that I feel like my role is to aggregate information. It's not to create new information. I wish it was I wish I was like the guy who sit there and be like, you know what, blah, but I don't typically have that. At least not often. Maybe I do sometimes. But, but the most part, it's me just connecting dots. It's like, I see this and this and this and this and like, by themselves, maybe they're not that cool. But if you if you plug these things like this like oh like look how cool this is right like i think about the dream 100 concept i learned from chet holmes like dream 100 was cool i learned

from chet holmes but i was like how does it work for me and i started thinking about my dream 100 aren't customers the way that chet taught my dream 100 are affiliates and if i can do a dream 100 affiliate and they say yes it opens up this category you know this thing to a thousand people so like i took his concept over there but then i i had an insight over here if i have this this framework of affiliates now they work and like if i apply dream 100 to affiliates boom this whole thing opens and then when paid ads start coming i was looking at paid ads and looking at how we do our interest in our targeting all sounds like wait if we apply the dream 100 to affiliates to influencers on the platforms all of a sudden like that becomes this new framework right

and boom that framework became traffic secrets and so it's like that's our job is not just to to learn and study and follow one thing but to go out there into the world and and look at all different options you know here's the topic you want to learn about go study from 10 20 30 people so you get this this more holistic view of the truth what reality actually is and then your role in this equation, and my role is then to aggregate information as I see and try to produce and assimilate and give back the truth of the thing I'm learning, right? So for you, it could be whatever, let's say you're in weight loss and you're like, okay, I'm going to go out there and instead of saying I'm going to,

I'm a hundred percent ketogenic, like go stay ketogenic and paleo. um what are the other ones meatitarian there's a meatitarian diet now i guess so you only eat meat and then vegetarianism and then fruititarianism and then there's blah like just feeling like study all of it and then from there you get more holistic view of like hey this is based on what i understand what i'm seeing like this is my belief is this and it's not just one or just the other it's's this blend of things, right? And that's where you create this new category. And that's where you find your spot, your prolific zone where it's like, you know, these things I'm sharing are unique. They're not unique to the world, but it's my aggregation of them that makes them unique, right?

And anyway, so that's what I wanted to share with you yesterday. And I hope that it helps because a lot of times I think we're out there trying to figure out our thing and we're confused because like well this person says this this person says this and they're both kind of true but they're both different like what is it it's like well there's probably truth in in both of those things so so study and look at and find the truth in both and come back i think that's one unique um view i have of religion like i definitely have beliefs, but I also believe that there's truth in, in all religions. I think they're all based on, on truth. And so I don't just go and close off my eyes. Like I have friends in other religions and other things. I respect them

and I enjoy it. And I figure like, what's the truth that they bring that I, maybe I'm not able to see, or I miss it because of whatever thing. Like we're going to feed you into this Pentecostal church. And it was so much fun. The dude's up on stage preaching and he and he's sharing scriptures, and I don't agree with 100% of the doctrine of what he shared, but there was definitely truth, I definitely felt the spirit, I definitely, like, got good things, I'm like, I'm gonna take these pieces of truth, and I'm gonna apply that, bring it back into my world, now I, like, now it's mine, like, I, now I have this truth, I've assimilated that information, I've aggregated it, I can bring it back, and I can share it, and so it gives me the ability to, to be able to respect people, not reject them. Right. I think the, the world we live in now,

the Facebook society is like, if someone doesn't believe exactly what we believe, we reject them and we fear them and we hate them and all these things. It's like, that's insane. Instead, look at that and be like, okay, I don't agree with that. But in that lens, like that's interesting. Um, you know, I was, that's funny. Uh, I don't know how many examples like this I should give, but I was reading, um, my new favorite book called American Kingpin. So good. Um, but it's the story of the dark web and it's a story of, um, the dude who started the Silk Road, which is like this drug, this drug trading, um, website. Right. And I'm listening to it. They started talking about his beliefs and why he believed that. And the guy was super libertarian. He believed that the government should have control

over people's bodies and things like that. People should be able to do what they want. And I was listening to something like, man, there's some really good truths and really good points in there. But then he took it to the extreme of like, oh, but what that means is that everyone should be able to do drugs. Therefore, I'm going to build this drug superhighway and give everyone access to any drug they want. And it's like, whoa, you went way too far off the deep end, right? But it's like, but I can respect the truth of some of these statements. Like, wow, there's truth in there. Like, like, let me take that piece of it and not throw out the baby with the bathwater. Let me take that truth, bring it back to what I have. And then

as I'm teaching my kids or my friends, or if I'm at church or like whatever, I've aggregated this information from a lot of spots and I can now share like what my truth is. Um, and so you can, you can respect other people and not, not want to blow them up on, on Facebook and things like that. Right. So anyway, hope to help some of you guys. Um, but that's, it's, um, I look like what, what's my job for the next hundred years that I'm here on this planet? Maybe longer, who knows, depending on what I, what things I learned about health and fitness, it may all be 200 years old. But it's funny because I remember when I wrote the Dotcom Secrets book, I was like, I'll never write a book again. They did Expert Secrets. I was like, I'll never write a book again. And about that time, I went and I met with Brendan Bouchard. And Brendan's like, no,

I write a book every two years. I'm like, what? He's like, yeah, so do you. I'm like, no, I don't. He's like, you wrote one two years ago. You're writing this one and you're writing one in two years from now. I'm like, I don't think I will. He's like, no, dude, just make that. That's what you do. You spend two years and you go out there and you're at, and you, you pick a topic you're excited about. You study it, you aggregate information, you like geek out on it. And then from there you, you take all the, your, your, your research and then you turn it into a book that you can now give the world like, Hey, I spent two years on this journey. Here's the cliff notes. I hope it helps. And, um, and when he said that, I was like, Oh my gosh, that's really, really cool.

And I decided at that point, like, yeah, I'm, yeah, I'm going to write a book every two years. And it's going to be a thing that I do until I die. Because how fun is that? You wake up every morning knowing I've got two years to go out there and aggregate all this data, this information, and bring it back and give it back to the world. The truths that I found, I'm not going to do it just from one viewpoint. I'm going to look at a whole bunch of viewpoints and, and, you know, find the pieces I feel are truth, bring them back and then present them to my, to my world, my audience, my people. And, um, anyway, I don't know about you, but it

gets me, it gets me fired up as a creator. So for those of my creators who are listening out there, I hope this helps inspire you and give you ideas and, and give you a plan and a vision and hopefully see it through my eyes, kind of what I'm looking for. And hopefully it helps you as well. So that said, appreciate you all. Thanks so much for everything. Um, if you enjoyed this episode, please take a screenshot on your phone, post it on the Instagram and the Facebook and tag me, um, on both platforms and then do hashtag marketing secrets. And I'll see it in my feed. It'll show up there and I'll be so excited to hear what you thought about this episode. Um, thanks again for everything. Appreciate you all. And I'll talk to you 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 Dot Com 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.