The Russell Brunson Show - (MS) Part 2: From Momentum To Domination

Episode Date: November 25, 2022

WARNING: This is an advanced strategy to geometrically grow your business in ways that most people aren't even thinking about. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices

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This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Last episode, I talked about getting into momentum. And I promised you that I'd do another episode today talking about the transition from momentum to actual domination. And so that's what we're talking about. Hopefully you are excited. Hope you're prepared and hope you are ready for some fun. You're listening to Marketing Secrets with your host, Russell Brunson. Okay, what's up everybody? So like I said in the intro, we're going to be talking about the transition from momentum in your marketplace to actual

domination. And some of the backstories for this, I'll let you know I'm a wrestler. In fact, I just got done at a four and a half hour wrestling practice today. I've got the high school practice in the mornings from, this is, we're Thanksgiving week right now as I'm recording this. So the week prior to Thanksgiving or the Monday, Tuesday, Wednesday prior, we have wrestling with the high schoolers from nine to 11 and the middle schoolers from 11 to one. And since I have high schoolers and middle schoolers, I'm there for four or four and a half hours every day right now wrestling. And so my mind's on wrestling because that's where we're in the middle of it. But for those who haven't wrestled, I'm sure this is true in most sports, but, uh, in wrestling, um, what will happen traditionally is you'll go out there

and you'll start wrestling somebody, right? And you're moving him and you're in both guys are, you know, you start a match, you're both a lot of energy, you're both going through the whole process. And, um, what I need to do is I have to figure out how to get into momentum, right? So I'm moving, I'm moving and getting the jump around. I'm getting him to step and everything like that. I was trying to open them up with my setups and eventually I started taking shots. And if you can get into somebody, um, you know, and you take somebody down, then what happens traditionally is then you start getting momentum and then you start doing better and better. And, um, I think that's why they said like

70% of matches, whoever gets the first takedown ends up winning the match because it gets you into momentum and you're, you're short winning. Right. And so that's the first thing. That's why I talked in the last episode about like the need and the desire to get ourselves into momentum, get us moving forward. But then the second half is as you are into momentum, it doesn't mean you're going to win, right? There's still other things that can happen. And so what I found is after I get in momentum, like I have to start putting the pressure

on somebody, right? I start putting more pressure. I start pulling on their head and pulling on their neck, like start snapping more and doing all these things. And over time, what will happen is, and I did an episode on this probably six or seven years ago i can't remember what the episode was called but i did an episode on this talking about how you break somebody and you start putting pressure moment and you start driving and pulling on the head and eventually you can feel this this spot where your your opponent actually breaks right and for in wrestling happens because

their back their neck everything gets sore like you keep, you put so much pressure on them that they just can't handle anymore. And like mentally, it starts mentally, but it follows physically. They break. And all of a sudden, like the person goes to meet a good competitor. They become really easy and you just kind of start picking up pace and you just beat them. And, um, that's the goal, right? Is you start a match and you get into momentum and then you transition that momentum into

actual domination and then you win. And so that's what you're doing wrestling. And the same thing kind of is true in business, right? Um, and, uh, I told you guys that, you know, with, with, uh, last year, our goal was all about like getting ourselves into momentum, have more success. And then ClickFunnels 2.0 launched. And, um, I had this call with my team, uh, like, um, I don't know, two or three weeks after the launch was done and over and we finished a bunch of our events and got everyone on our team on a call and I wanted to thank everybody for their work.

And I said, now that we've gotten to momentum, we can't stop. Now is where we have transitioned from momentum to domination. We have a long way to still go before we win this match. Getting it launched, getting it into the universe and getting it out there is big. But if we want to dominate the market, if we want to become the category king, if we want to take up the market share, now it's like transitioning into putting this pressure on, uh, and increasing what we're doing. And so I told you guys that like, um, during the last episode, there were two like things that happened, um, during the ClickFunnels 2.0 launch that kind of opened up my eyes to this.

Um, the first one was my interview with Damon John. How many guys had a chance to listen to the interview? Hopefully you did. If not, maybe I'll have my brother pull that and use that as an episode. It was really, really good. Uh, but I had a chance to interview Damon about his business and how he built FUBU from whatever to, you know, from the ground up to $6 billion in sales. And, um, it was interesting because he shared a lot of tactics and techniques and things he did. But one of the things the things that um he shared that was so it was like a little thing he said and i actually i missed it the first time like i did the interview he said i didn't think too much of it and then i actually watched the interview back during the

year first final challenge is where like he said it again i was like oh my gosh he's brilliant so what he did is he took fubu and i think fubu was i think initially just a jeans line or something he said then i went i licensed it and so i thought licensing it meant he took he took it and he licensed it to to china and japan and to brazil and to you know all around the world and he did that was one of his strategies was licensing it uh country to country to country but he didn't just license country country like he told me that was part of the strategy he said the second part of the strategy was he actually licensed um it to the other departments inside of the actual store, right? So he got the jeans FUBU and he walked around the store.

He's like, oh, well, there's a shoe company here. He's like, I'm not going to go build a shoe company, but I'm going to license the FUBU brand to the shoe company. And I'm going to license the FUBU brand to the backpack company. And I'm going to license the t-shirt company. I'm going to license it to all the other departments inside of the store. That way, if someone walks in the store, it doesn't matter what they're going to buy. There's FUBU everywhere, but they only produced one thing at FUBU, right? Everything else was licensing. And like, that was the aha. It was like licensing it country by country, but then also

licensing it within all of the other verticals that are close around you. Okay. And so there's, there's one of the hints. And then, uh, I caught with this was the last day of my inner circle. After I got done, I jumped on a plane and flew out to the Napoleon Hill Foundation, which was so cool. And it was interesting though, because I had a chance to go out and meet the board of directors, everyone who runs the company or runs the foundation, whatever it's called. I met those people, how they do it. And I had a chance to see how they've grown that business.

And it's interesting because they built that business all through licensing as well right what will happen is the Pony Hill Foundation will go through his works his writings and they will publish a book or a course or something and they take that and then they license it to different countries right so they license to Brazil and to Japan and to Canada and to North America and South America and like and they they licensed all these other countries and everyone else goes out and doing the selling they get up for a licensing fee and then they also go and they get royalties on every single sale that happens. And so it was really cool seeing that twice, seeing Damon Johns, how he built his billion

dollar empire, seeing how the Napoleon Hill Foundation has kept his work alive for so long. It's all about these ideas of like licensing what you're doing. And so for me, and I could spend, I could spend a, I could do a three day event on this. Maybe I will someday. But, um, what I'm trying to do is, is take what we're doing and looking at through that lens of like, okay, I have my efforts I can do and we can push hard. We have pushed really, really hard. Right. But if I want to 10 X the company, um, how do I do that? You know, part of me is like taking, uh, again, I can go deep in this whole strategy. This is

gonna be over most of your guys' heads, but imagine this. We have ClickFunnels in the middle, right? And those who have learned me talk about the linchpin format, this will make sense. But if not, there's this business structure that we're using to grow ClickFunnels. It's a linchpin. I talked about Funnel Hacking Live, but that's the structured value ladder we're using to grow ClickFunnels, right? And then we have structured value ladders outside. So there's one that's marketing secrets, which is all of my information products, right? And there's a linchpin structure there that we're growing leads profitably. And then we refer those people back into ClickFunnels, right? And then we're doing the same thing with

Dan Kennedy's company, right? Dan Kennedy's company is his own standalone company. It's using the same linchpin format and framework. We're using that to grow up customers and leads profitably and then refer people back into ClickFunnels, right? And so we're doing that with multiple other companies. If you start looking over the next year, you'll see ClickFunnels that we've licensed or repurchased companies all around ClickFunnels. And we're using this model to bring people in profitably and then from there refer people over, right? So for most of you, that's going to be way over your head, but conceptually that's what I'm doing. There's the, there's the play, right? But now I look at this and I've got marketing secrets, right? With all my intellectual

property, my books and things like that. So my next step is like, how do I take that and now license it? How do I do what FUBU do? How do I do it in Napoleon Hill did, right? So take marketing secrets, my brand, my intellectual property, everything, And I can license it to Brazil, to China, to Spain, to France, to Italy, to like as many places as possible. Right. And then, so we do it there. Right. But also I can license my intellectual property to different industries. Right. So how do I license marketing secrets for chiropractors or for dentists or for restaurant owners or for whoever. Right. So I can license it to all the other verticals, but also all the other countries. Okay. I can do the same thing with Dan Kennedy's

company. I have Dan Kennedy's business built out in a certain way and we can take that and same thing as we go and we license it to different industries and then license it to different countries as well. And then each country you could license it by industry as well. Like it opens up this thing where now all of a sudden you geometrically grow your company. You're not growing up adding another offer. You're growing by taking the existing offer and offering it to a different marketplace, to a different segment of the market, to a different country, to a different vertical, to a different thing. And that's how you start, um, geometrically growing. Does that make sense? Um, anyway, I know that's going to be above the head of most people listening, but for those who are looking like, how do I get from momentum to domination? Like this is the strategy. These

are some of the things I'm looking at. I'm playing with right now to be able to go from good to great, right? You know, we've had a chance inside of the English market for the most part with Russell Brunson as the front end to get to almost $200 million a year in sales for me to get to a billion dollars. It's like, I got to clone myself a bunch of times. So how do I do that? I do it by licensing my content, my intellectual property to other industries that are verticals, but also to other countries. And then when someone goes and buys those countries and from there it gets pushed back into ClickFunnels to continue to grow the ClickFunnels business and brand. And so there is the strategy, how we're going from momentum to domination.

And it's going to be fun. You'll have a chance to watch me do it over the next, who knows, 12 months, 18 months, 2 years, 3 years, 10 years, whatever that is. But you'll notice on my side, I'll probably be producing less new stuff. At least, I mean, for the most part, between dot-com secrets, expert secrets, and traffic secrets, I kind of set it all. Like all my core frameworks, everything's there, right? So my goal isn't to go develop more stuff. It's like how to take the stuff that we know works and get it into more people's hands, right? And so that's kind of the overall goal and model and thing that we're doing over the next little bit. So hopefully that gives you guys some hints and some ideas. Like I said doing over the next little bit. So hopefully it gives

you guys some hints and some ideas. Like I said, I'm an open book. I'm gonna keep talking about it. Some of you guys will grasp it. The first time someone's like, I'm not ready for this. I'm still trying to launch an offer. I'll still like, cool. Keep focusing on building an offer. But as you get to an offer, it's launch, it's growing. Now it's when you come back and say, okay, and how do we, how do we grow this? How do we scale this? That's when we start having these other conversations. Those who are there right now, like, man, I've grown. I've maxed out on Facebook. I've maxed out in these different places. How do I, how do I start really are there right now, like, man, I've grown, I've maxed out on Facebook, I've maxed out in these different places. How do I start really getting domination?

It's like you wanna have conversation domination, right? Where your message is everywhere, at every market, every country, everything is your message over and over and over and over and over again. And so that's the goal, the game plan, and the moves I'll be doing over the next two years or so. So I'd say, if I was you,

pull up a bag of popcorn, sit back and relax and watch it happen. But then from as you're watching that, look at ways you can model it and use it in your business as well. So anyway, I hope that helps. Hopefully you guys who are listening to this during Thanksgiving week,

you enjoy Thanksgiving with your family and friends. I'm thankful for you as a listener, as a customer, as someone who's given me your attention. I don't take that lightly. I know that all of us are busy. We'll have a million things happening. And the fact that you've dedicated almost 12 minutes of your life today to listen to this message means the world to me. And hopefully it'll help spur ideas, thoughts, and things in your mind so you can start growing your business and get your message out to more people around the world. So that's it.

Thank you guys so much for listening. Appreciate you all. And I will talk to y'all soon. Bye, everybody.