The Russell Brunson Show - Conversation Domination - Part 1 of 3

Episode Date: May 22, 2019

Part 1 of 3 from my presentation from Funnel Hacking Live 2018 where I talked about this new concept called "Conversation Domination". On today's episode Russell shares a presentation he did at Funnel Hacking Live 2018 about conversation domination. Here are some of the incredible things you'll hear in this episode: Why platforms like Facebook and Instagram are similar to TV channels in the 1960s. How Russell has been able to dominate on multiple social media platforms. And what the three types of traffic are, and how they work. So listen here to find out how Russell dominates the conversation, and how you can too. Transcript - https://marketingsecrets.com/blog/208-conversation-domination-part-1-of-3 Learn more about your ad choices. Visit megaphone.fm/adchoices

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. Visit td.com slash dioffer to learn more. Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. All right, I got a special treat for you guys over the next three episodes. So not the most recent Funnel Hacking Live, but two Funnel Hacking Lives ago, I did a presentation I was really excited about and it's called Conversation Domination. And where the kind of the backstory behind this is one of my friends had a course about a decade ago called Conversation Domination.

His name is Howie Schwartz and it was all about Google SEO. And the concept back then was basically you'd go to Google and you type in your, you know, Boise dentist and like all the listings, all 10 would be you, all the paid ads would be you. Like you would dominate the conversation. You'd be at everything all over Google. And it was awesome. He had a big company and a brand teaching that for a long time. And then he went off and, you know, he's got a ton of other companies and he kind of shut down his, his training company. But I always loved that concept of conversation domination. Like I want to dominate the conversation. Um, and a lot of you guys know, like I'm not a huge SEO dude anymore. I, I, I dabbled in, in the dark arts of SEO for, for a long time. We still do it. Um, but conversation domination for me became bigger,

especially as social movement started happening. Right. And we have all these amazing channels. We have Facebook, we have Instagram, we have YouTube, we have Pinterest, we have all these, these things that are popping up. And, uh, because I always used to hear, you know, back a decade ago, Howie talking about conversation domination. Like you want to make sure that everywhere you're all, you're omnipresent. Everywhere you look, you are there and you're entertaining and you're educating and you're there. And he was talking about from a Google standpoint, but as I was building ClickFunnels, I'm like, I want to be omnipresent everywhere on social. So when you pull out your cell phone, like you open it up,

it doesn't matter if you're going to the Facebook app or the Instagram app or the YouTube app, like you were seeing me and my message and all that kind of stuff. And so I did this initial presentation kind of going through the initial principles of that. Now, I'm sharing this with you because I'm working secretly behind the scenes. Nobody knows about the shit on my team, so don't tell them. But I'm actually working on more of a training, not a training course, that's not the right word, but kind of a training course, going deeper into these concepts and like actually showing you, okay, if you want to dominate the conversations, here's how you do it specifically and going deep dive on

like how to dominate the podcast channel, how to dominate Instagram and Facebook and all that kind of stuff. And so I'm working on that right now. And so as I'm working on that project, I want to kind of just bring this up into your minds and get you guys start thinking about it again. Cause I'm sure sometime in the next couple of months, we'll come out with that, that project. You guys have a chance to kind of tap into that and, and, uh, and see it all. And so, um, I just wanted to kind of rebring this up. So what I'm gonna do over the next three episodes is I'm going to show, I'm gonna let you guys listen to that presentation from funnel hacking live. Um, and so that's kind of the game plan. And so with that said, I'm going to cue up the theme song,

and we're going to dive into the first part of this presentation. I hope you enjoy it. If you like this episode and this little series we're giving you right now, please go and take a little screenshot of it and post it on Instagram, Facebook, YouTube, any of the social channels you're in. Tag me and use hashtag marketingsecrets. That way I'll be able to see it. And it means a ton to me. And also, same time, if you are liking this podcast, please go to iTunes, rate and review

me. That means the world to me as well. And with that said, let's theme up this cute theme song, and then you will jump right into session one of the Conversation Domination presentation. 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, so I want to share a presentation with you guys. This is, I have so many fun presentations at this event. This is what I'm really excited for. So the title of this presentation is called Conversation Domination, how to get your dream clients addictively binge-watching you on every platform that they live on.

But there's one kind of caveat here. This isn't for people who are just dabbling, who are like, eh. This is for people who believe so much in their message. I'm expecting to read my handwriting. It's only for people who are so passionate about their message that they're willing to go out there and try to be everywhere to all people, okay? That's what we're gonna be talking about today. Now, a couple things is,

with most of my presentation, most of what I'm talking about today, there's gonna be different levels of this. So those who are at the beginning, there's gonna be pieces, you're like, sweet, I can go and start this implanting immediately. And for some of you guys who are further along,

there's gonna be more and more of it. But the end picture, the end goal of this entire thing is get to the point where you are dominating the conversation in your market. Okay, right now, since we've launched ClickFunnels, that I'm aware of, there have been 37 ClickFunnels killers that have come out. 37! Guess how I know that? Every time one comes out, I get every person on planet Earth messaging me, forwarding me all the emails, like everything. 37 people

have come to try to take down ClickFunnels since we started. Okay? But I've done something strategically in the middle of it. I've tried to make so much noise constantly and consistently that nobody can hear anything else besides us. And it's done pretty well so far, right? There will be more competitors, and we'll continue to have fun with this process. But this is a big part for all of you guys. Like, you want your message everywhere so that people are seeing you all the time everywhere you you're going. So that's what we're talking about. Now to begin to kick this presentation off, I want to share a really quick video clip from Gary Vaynerchuk. That's

going to kind of set up this whole presentation. I think this is the television in 1965. If you, I'd actually like, I know a lot of you are like, whatever, just really pay attention to this because this might be one of the better things I say. This is the television in 1965 and the TVs, they're the radio, right? So people, and if you go and study, so what I do well for somebody who's a student, the one thing I do study is history because history loves to repeat itself, right?

And so if you go look at the brands, the beer brands that were romantic about staying on the radio because that's how they did it and didn't shift to television while things like Miller Lite that nobody's ever heard of went TV only and became the brands.

If you look at TV 1965, that's what I think this is. And I think YouTube, Instagram, and Facebook are ABC, NBC, and CBS. So do I think, and then I think I, within it, is MASH and Happy Days. Got it? So that's the system.

So do I think over time ESPN comes around and HBO comes? I do. There will be more channels built on this platform and there'll be more competition. That's what's happening. And so what you need to do is for your business, figure out the channels

where you could be the star of that network. There's the context for what we were talking about for the next hour. Now, 10 years ago, when I first had a chance to meet Tony Robbins for the very first time, he invited me out to his event. I had a chance to sit with him.

And he told me, he said, look, Russell, I'm looking for help. I'm like, you're Tony Robbins. What do you need help with? And he told me a really interesting story. He said, if you look back, he's like, the way I got my start, it was on TV. We ran infomercials. He said, when I got started, though, there were three channels, CBS, ABC, and NBC. He's like, I was everywhere on every single channel because there were three. He's like, you couldnbc he's like i was everywhere on every single channel

because there were three he's like you couldn't get away from you know how hard you tried um how do you guys remember that this is before my time but how many guys remember on every channel all you saw was tony all the day long because there's three channels and he dominated all of them and actually found an infomercial from him from back in the 80s see anthony robbins live author of the international bestsellers unlimited power and awaken Giant Within. You've seen him on national television. Now is your chance to see him live. Monday, January 11th at the Ottawa Congress Centre. During this full day seminar

you'll learn techniques used by top business leaders, Fortune 500 companies and Olympic athletes alike. Thousands have enjoyed and benefited from the dynamic and powerful presentation style of Anthony Robbins. Take action now. Call 224-3037. This event will sell now. Call 224-3037. This event will sell out. Call 224-3037 now. All right. Isn't that amazing? Look at his hair. I'm going to tease him

about that on Saturday. Just kidding, I won't. It's Tony Robbins. Whatever he wants. No, but it was interesting. So when I met Tony, though, I was in a hotel with him eating dinner and we're talking and he said, he told me this. He said, look, when I got started, three channels, we dominated, and I built the biggest brand on earth. He said, what happened, though, is then cable came out, and all of a sudden, there was a splintering, where all of a sudden, there was 10, 20, 30, 50 channels. He's like, I've been trying to buy ads on all these channels, and now I cannot, I can no longer do it profitably, and Tony's business was in trouble at the time. That's why he reached out to a bunch of us internet nerds. He was like, what should I be doing, you guys?

And we gave him some strategies. And over the next 10 years, Tony has blown up. His empire now is bigger than it was ever. But he was intelligent enough to know, like, look, channels, media splitting. Like, I got to figure out how to play this game. And so I saw this clip from Gary Vaynerchuk. I was like, that's amazing. Like, we have this really rare, really unique opportunity where literally these phones right here,

like Gary said, these are the TVs from the 1960s. So if all of us didn't know that, if I was to go back to the 1960s and I was gonna be on TV, I would be on every channel like Tony. I'd build the biggest brand possible. But we can do the same thing today. That's the whole goal.

So I'm gonna walk you through kind of my model because this is what we are doing. We're trying to dominate the entire conversation in our marketplace. And I'm gonna kind of walk you through what we're doing and how we're doing it. And hopefully with some of the presentations you heard earlier about vulnerability and building your tribe, if you weave those type of things into this of getting your message out to people, it's going to change the game for you. Okay. All right. So we'll kind of briefly go over the history of TV. Okay. So step number one with TVs is that we had to get distribution into people's

homes. People had to build TVs and actually get them into people's houses, right? That must have been a horrible process. But eventually, there was TVs in everybody's houses. Then the next step is there was channels. So on each TV, there was ABC, CBS, and NBC, right? Three channels was all that there was. And then each channel had individual shows, okay? And that's how TV worked.

So distribution, channels, and then shows within channels, okay? Today the game is a little bit different, but it's similar. So how we play today, number one, people already have the TVs. Everyone already has the phone in their pocket. Is there anyone in this room right now that doesn't have a phone in their pocket? Not one hand, okay? Distribution's done. That's nice. That's taken care of for you guys, okay? Step number two then is they already have the channel. How many of you guys have a Facebook app on your phone? YouTube app? Instagram?

The channels are already there as well. So our step now is we need to create shows on their channels, on those channels and promote those shows. That's it. Like that's the game. It's really, really fun. So here's how we plan it. This is the framework on the right-hand side that we're gonna be walking through

for the next 45 minutes or so of this presentation. So I'll kind of go through every step, but that's the framework of what we're going to be talking about during this presentation, okay? So step number one in this framework is we have to get distribution for our shows, right? How do we get an audience who's actually going to watch our show? Okay, step number two is that we need to grow our channels. There's a lot of people that are on the channels. And then step number three, we're going to promote the actual shows that are happening. And if you do that, I went too far. If you do that, you can literally become the Tony Robbins in your market. Okay, so that's what we're going to be going over here

right now. Does that sound like fun? How many of you want to be Tony Robbins in your market? Yeah. All right. Me too. That'd be so fun. All right. Step number one. This is the secret I need everybody to understand about business as a whole. I wish somebody would explain. I grabbed me by the ears and explained this to me 10 years ago. It took me a while to figure this out. The secret to winning in this business and any business at all is distribution. The person who will win is always the person with the best distribution. The ability to get their message to people. Distribution is the key. Okay, how many of you guys watch Shark Tank? I want you to understand this. If you watch Shark Tank, you'll see something interesting. Each of the people on the Shark Tank have a different distribution channel. Have you noticed this? Damon John has got really good distribution in retail.

So he sits back and all the different people in there and he's like, I'm out. I'm out. I'm out. And someone's like a clothing line. He's like, I know distribution. I'm in. Gives them some money, connects them as a distribution channel and makes money. That's it. Okay? Lori Grenier, she's on there, like, all these things come back. She's like, I can't do an infomercial, can't do an infomercial, can't do an infomercial. That's an infomercial product. She bids on it, plugs into distribution channel, boom, explodes. Like, that's the key. Every shark on Shark Tank has a distribution channel they understand. That's it. And so they sit in their way for an offer, they know they can plug into distribution channel, and then they win. Okay? So the big secret in this

whole game is building your own distribution channels. When you have that, you can sell whatever it is you want. You can sell seminars. You can sell events. You can sell supplements. You can sell, like, whatever you want to sell, you can sell. But you have to have a distribution channel. Okay?

Now, the internet, most distributions happen a couple ways. One is our email lists. How many of you guys have an email list right now? Good. That's your distribution channel. My email list has saved me over a decade of stupid choices, right? How many of you guys have been saved by your email list at least once, right? It's a distribution channel. You create a product, create a service, send an email out to that list, and they make you some money. I remember when I

first got this. This was probably, man, 13, 14 years ago now. Someone was explaining to me this concept of an email list. They said, look, if you have an email list of 100,000 people, and you send an email selling like a $30 or $40 product, it's like.001% buy, like, that's like $8,000. And I was like, holy crap, I need one of those list things. That sounds awesome. And that was kind of key. Now, if you look at the metrics in math,

this number people would say, and I think it's low, but if you have an email list, you should average, on average, at least $1 per name per month on your email list. And that's on the low, low, low end if you're really bad at this, okay? So if you understand that, you know, what's my goal? My goal is to make $100,000 a year. My goal is to make a million dollars a year. Whatever that is, you just have to reverse engineer this. Okay, I need, if I have 10,000 people on my list, that's 10 grand a month, that's $120,000 a year.

Boom, that's what I'm going to be focusing on. How do I build that distribution? Okay, if you want a million dollars a year, say, okay, I need 100,000 people on my list, that's $100,000 a month times 12 months, 1.2 million. Like, that's the key is the distribution channel. So you're building a list. Okay, again, this is $1 per name per month, like on the lower end, especially nowadays when all this if we're tying in with social media and connection and vulnerability, those numbers go up. I've seen people $10, $15, $20 per month for a name. So this is like the low end if you're really, really bad at it. Is that exciting? It should get you guys pumped, okay?

Number two now, which is growing rapidly, almost probably bigger so, is social lists, okay? And Messenger is one of the biggest ones. How many of you guys have been using Messengers in your business? Yeah. Yes, this is a gift from the marketing gods. How many of you guys have been using Messengers in your business? Yeah. Yes, this is a gift from the marketing gods, so I'm grateful for Messenger lists. So the question is, well, should I build an email list,

or should I build a Messenger list? Like, which one's better? And the answer is, you need both. Do not rely on one distribution channel in anything, okay? I promise you guys, Mark Zuckerberg does not like your business, and someday he will screw you over.

Promise. How many of you guys have Zuckerberg already kicked you once or twice? Okay, I learned this the hard way back 15 years ago when Larry and Sergey at Google, I thought they were my friends, and I found out they don't actually need my money, no matter how much I give them, right? They kicked us. So one is like the scariest number. If you build nothing but a social list, you can be in trouble. If you build nothing but email lists, you can be in us. So one is like the scariest number. If you build nothing but a social list, you can be in trouble. If you have nothing but email lists, you can be in trouble. So I like to have a blend of both. I'm going to show you guys a strategy we're using now where everyone who joins our list, they're being put on both instead of just one, okay? And I'm going to show you some really cool stuff. So seven to one is how do you build your distribution, okay? If you've

read the Dotcom Secrets book, I talk about a concept that's very, very important. My mic's still live? I come close to that, my mic dies. All right, there are basically, there's three types of traffic online. Who remembers this from Dotcom Secrets 101? Like three people? We're going to study hall. All right. Three types of traffic. Okay, the first type of traffic is traffic you control. Okay? I don't own this traffic, but I control it. Zuckerberg owns traffic, right?

So I can go to him like, hey, man, can I write you a check for some of your traffic? He's like, sure, where do you want to send it to? And I'm like, yeah, I control this traffic. I'm going to send it over here. And I can send it somewhere, right? That's traffic I control. Any kind of ad you are paying for, you are controlling traffic.

You do not own that, but you are controlling it. The second type of traffic is traffic that you don't control. Traffic you don't control is like, people just show up on your site. How many of you guys have a blog and somehow people show up and you don't really know how,

but like, they're there. You know some of that? That stuff's really nice. But I don't control it, so it's like, they show up and they're there, that's awesome, but like, I don't control it, right?

A lot of times, SEO, PR, things like that where people are just showing up because of stuff you're doing and it shows up, okay? Now, I see a lot of people talk about like, this is your business

is buying ads. A lot of people are like, this is your business doing free search and PR. Like, for me, it's like, neither of neither of these these are like two really bad distribution channels i want to build my own distribution channel so all the traffic that i control and all the traffic i don't control all gets pushed into one thing where it becomes traffic that i own the only reason i give zuckerberg money is so i can take clients off his platform and turn them into something that i own so So now I can own that distribution. Does that make sense? When I own the list, it's really cool. I can wake

up one morning and be like, hey, I think we should do an event. Let's call it Funnel Hacking Live. Think anyone will show up? I don't know. I own some traffic. Let's throw some traffic. I can throw traffic. And all of a sudden, we find out if people want it or not. Sometimes they do. Sometimes they don't. If I did a good what and how, then they buy it. And they're like, sweet, let's do more of this. But when you own traffic, you can make up offers, you can make up ideas. Like, it becomes, this game becomes really, really easy. Okay, so if you shift your mindset from like,

I'm gonna buy ads, I'm doing free search, whatever, to like, okay, all the traffic that I can, I'm gonna try to get traffic I control and traffic I don't control and turn it into traffic that I own. Because after you own it, then you can do anything you want with it. Okay, so that's my goal.

Every time we're building up our companies, that's my goal. Converting traffic you can control and don't control in traffic that you own. Okay, so a couple ways. Number one, traffic you control, traffic you don't control in traffic you own. So I'm going to show you guys how we do this. So the first is traffic you control. Okay, so I control this.

I'm buying it from wherever I'm buying ads from. I'm sending it somewhere. Typically, I'm sending that to some type of a funnel, right? And they come to the funnel. They fill out a form. And usually when they fill out the form, I'm sending that to some type of a funnel, right? And they come to the funnel, they fill out a form, and usually when they fill the form, I get their email address. But we've got a new feature coming out in ClickFunnels that I will be showing you guys off tomorrow called opt-in bumps, where no longer do we just get their email, we get their email and their messenger. This is when we're doing it on our two-step order forms. And this is when we're doing all of our opt-ins now. Yeah. It's really exciting. Hey, funnel hackers. I want to talk

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my wife and I, we literally saved over a thousand dollars a month when we started using Rocket App. Now their dashboard is amazing and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt? Their new goals feature automatically saves money for you so you don't even have to think about it. So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com All the shop guy control. If I'm buying any kind of ad, I'm not sending it random. I'm sending it to a funnel.

And on that funnel, I'm trying to get email and messenger. Now I've got two distribution channels. So if one of them breaks off, I still have a business. I've got both. Okay. So for us now, everything we're pushing through, we're trying to get both of those things at the exact same time. Okay. And like I said, tomorrow we'll show you guys all the new, I think we have 25 new things to show you in ClickFunnels. That's one of them you're going to love. Yeah. Okay.

Traffic I don't control now is some of these other ads and stuff I'm running. So this is, I want to show you something cool that we learned recently that was like a big aha for us, okay? So this is an ad we created. I'm just gonna show you like five seconds of it because I don't want to show the whole thing. Hey, my name is Russell Brunson, and this book, my new book, is literally on fire. Okay, so I learned another book on fire. It was awesome, right? And I pushed people, like, go to expertsecrets.com to buy the book. And that was working, but I was like, but I was like, is there a better way? And then I was listening to the radio, and my man, Brandon Bouchard, I heard a radio ad, and all of a sudden I was like, is there a better way? And then I was listening to the radio, and my man, Brandon Mouchard, I heard a radio ad, and all of a sudden I had, like, this light bulb moment that was insane.

How many of you guys have heard Brandon's radio ad? Okay, how many of you guys, when you heard that, you started freaking out and jumping on like a little girl like I did? Only you? Okay. And you, all right, a couple of you guys were excited like me. So listen to this ad. This is the older one, so the 1-800 number doesn't work anymore.

But listen to the concept. When you listen to it, I'm going to explain why this is such a huge breakthrough for me. So listen to this ad. This is the older one. So the 1-800 number doesn't work anymore. But listen to the concept. When you listen to it, I'm going to explain why this is such a huge breakthrough for me. So listen to this. Hi, I'm Brendan Burchard. Some people call me the world's highest paid motivational trainer. And some people call me crazy because I've just authorized a nationwide giveaway of my recent New York Times bestseller, The Motivation Manifesto. In the next 24 hours, I want to give away as many free books as possible.

To get your hardcover copy, text BOOK10 to 99000 or go to motivationbook.com. If you want to reach your true potential, personally, professionally, or financially, you need this book. You'll discover how to stop feeling tired and overwhelmed, identify the major enemies keeping you from living your dreams, and learn the secrets to defeating them. I'll teach you my proven strategies to start attaining the levels of drive and personal success you're craving. Financial freedom, emotional freedom, time freedom. Due to high demand, I can only offer one free book per household. To get your free book

while supplies last, text BOOK10 to 99000. That's B-O-O-K, the number 10, to 99000. That's B O O K. The number 10 to nine, nine, zero, zero, zero, or go to motivation book.com message and data rates may apply. All right. So check this out. When you text that to the number, again,

I think it's the phone number is dead, but this is an older ad. You text it to it. All it is. It took, and it shot you a link to his funnel. Okay. Now the reason why this is exciting prior to Brendan doing this, guess how radio ads

ran? You have a radio ad run that you have a whole team of salespeople, hundreds of people that answer the calls as fast as you can, try to order, try to sell, it's like crazy. Literally let go of a hundred plus people, now we text them a link to the funnel, okay? The next night after I saw this, I was online watching infomercials, because that's what nerds do, and I'm watching infomercials, and I see this supplement offer. And the guy has this whole supplement offer. And instead of saying, call this number to talk to a sales rep to buy this supplement, to text this number to whatever, I'm like, what?

I text it. Boom, she's been linked to his funnel. I was like, we just took humans out of this whole sales process altogether. Like, how magic is that? And I'm like, how can we use that with what we're doing? So we started shifting our ads to this same concept where basically, instead of me saying, here's my free book. Go to expertsecrets.com to go get a free copy.

I say, if it's Facebook, here's my free ad, or excuse me, my free ad. Here's my free book. If you want a free copy of it, message me on Facebook and I'll send you a link to it. So I messaged him on Facebook and now this new feature, see inside ClickFunnels here tomorrow, it comes back, says, sweet, you want a free copy of the book? What address should I send it to? I type my email address and boom, now I'm on Facebook and on my email list. I got them both.

Okay. So now all my ads turn into something that are building both of my things as opposed to just one. Okay. So these are some of the things that we're doing that are insane. 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.