The Russell Brunson Show - My Book Writing/Creation Process

Episode Date: April 8, 2019

I'm officially working on the secrets trilogy... Let me show you behind the scenes of how I'm doing it. On this episode Russell breaks down his process as he begins working on his Traffic Secrets book. Here are some of the informative things you will hear in today's episode: See why it takes a few days of planning before Russell will actually begin to write the new book. Find out why Russell is re-writing parts of both his Dotcom Secrets, and Expert Secrets books. And find out how Russell is using Trello to arrange all three of his books to make sense. So listen here to hear Russell's awesome way of getting his framework all together before he actually begins writing. Transcript - https://marketingsecrets.com/blog/195-my-book-writing-creation-process Learn more about your ad choices. Visit megaphone.fm/adchoices

There's a hostage situation in the Olympic Village. Your sports, you're in way over your head. People can't stop talking about September 5th. It's a madhouse down here. It's one of the best movies of the year. What's happening? Oh God. September 5th in select theaters, December 13th.

What's up everybody? This is Russell Brunson. I want to welcome you to the Marketing Secrets Podcast. I'm so excited to be with you here today. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, we're 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. Alright everybody, so first off I hope everything's going amazing in your lives and if you're struggling with anything then I hope today I'll help cheer you up a little bit. I'm feeling really, really good right now. I just dropped my kids off school and, um, and, uh, they had me listening to crazy songs, which always, always helps. Um, but right now, um, I am in lockdown other than taking my kids to school where I am forcing myself to stay at home, locked in a room to write my book. Um, and if any of you guys have ever written a book before,

you know, there's a ton of pain associated with writing a book. In fact, it is by far the hardest task I have ever done. And so I had to literally force myself and lock myself in a room. In fact, I'm going to walk you through what's been happening since Funnel Hacking Live. So Funnel Hacking Live happened. It was insane. Those of you guys who were there, you know, those who weren't there, you are going to be there next year because you don't want to miss out again. And I did a whole podcast. I shared a bunch of podcasts

kind of going through the last, uh, everything happened. The ups, the downs, the amazingness, the, uh, it was such a, such a, such an amazing event. And some of you guys have asked, um, updates on Andy. Andy was, um, the guy that at phone hacking live Garrett kind of, uh, brought on stage and he ended up signing for two comic club X and everyone was freaked out and nervous about him. And it's fascinating. Um, in fact, he messaged me because I, in there I talked about, I said that he, uh, that he, um, had a, that his dad had a, had a multimillion dollar business and stuff like

that. And he was probably gonna help him. And, and, uh, Andy messaged me. He's like, he's like, dude, I listen to your podcast. He's like, that's not true. I'm like, what do you mean? He's like, he's like, my dad is not helping. He's like, this is me.

I'm doing this myself. And he's like, he's not true. I'm like, what do you mean? He's like, he's like, my dad is not helping. He's like, this is me. I'm doing this myself. And he's like, he's like, I put together a t-shirt funnel. I got home and a t-shirt funnel made more than enough to cover the first month's payment. He's like this month I'm working on my next project, which is going to make even more. And, um, and he's doing it by himself. And it's crazy what happens when, when you're put in a state where you've got to be resourceful and he's figuring it out all by himself, which is, which is super cool and proud of him for doing that. I told him, I said, well, 2,500 bucks a month month, one, is not too shabby. It covered the cost of coaching.

But my goal is not for you to make $25,000 a month. Or excuse me, $2,500 a month is to make $25,000 a month, then $250,000 a month, and then millions a month, and to go from there. And he's like, that's what I'm talking about. I want to do that. So it's been fun watching him over the last 30 days since Fun Locking Live, watching him grow. And then after Fun Locking Live, and people ask me, it's like, why do you guys do Fun

Locking Live at the very beginning of the year? And for me, it's like, first off, there's a ton of stress associated with it. I want to get over with. It's like, if I can just get this over with at the beginning of the year, that'd be awesome. But number two is like, it's also like, I feel like setting the tone for our entire community for the year. And so I love bringing people together and we, we get everybody moving and momentum happening at the very, very beginning of the year.

So we do it very early in the year, but then after I was over, then usually I crashed for like a day, um, which is about all I, I was able to do. And I was too excited about the next project. And, um, I built a whole training on lead funnels for my two comic combat Xers. And then a bunch of other cool stuff was happening. And then for us, it was like, okay, now we had to plan our direction for the rest of the year. And, um, and so, um, we flew out the entire marketing and a funnel building team and brought them here to Boise. We rented a Airbnb house and, um, and, uh, and we did a week long, uh, event, which was

really, really cool getting us all focused and running in the right direction, getting everybody kind of focused on the goals and the plans for this year. And so that happened last week. And my goal, some of you guys know, I've been running quite a few roles in my company. I am the CEO. I'm also, I have been the head marketer plus the head content developer. Plus I'm doing like 25 people's jobs at once. And, um, and obviously I can't keep doing that. And so this was really like, uh, um, uh, literal passing of the reins. We brought Julie Stoyan in to be the

VP of marketing and to run the marketing company, the internal agency, all that kind of stuff. And so, um, this whole, that whole week was about me kind of casting the vision and then handing the reins to her and the team. And now they're running and it's really fun to see. Um, and then I said, basically after this event's over, I'm locking myself in a room for three months and I'm writing the traffic seekers book as well as updating the.com secrets and expert secrets. We're putting together like a heartbound trilogy. And, um, so I'm basically rewriting two books and, and writing the third book. yesterday was the first day it's funny because everyone's like how much did you get written I was like well no words but I created the outline and I did a really

cool way so I'm gonna give you guys this as an idea so I built the outline out in Trello where I basically had to call them for each books the dot-com secrets expert secrets and traffic secrets book and then I made a card for each chapter and so the first two books obviously already been been written, and then the third book was new, so then I wrote it out. But the problem, this is the problem, is like, there's a bunch of foundational stuff that people need to know in Traffic Secrets that they don't, that I didn't want to include in Traffic Secrets because it doesn't make sense.

There were things that I wanted to include in Dotcom Secrets and Expert Secrets, and so I went back to those outlines, I put in trouble, and I was like, okay, I need to add a section on Hook, Story, and Offer, probably three chapters on Hook, probably three chapters and hook story offer into the.com seekers books. That's where this part needs to be. And then I need to add this part into the expert seekers book. And I need to, I need to be shifting these, these like adding some things and moving some things around. And so I spent all day yesterday kind of rebuilding out the outlines of the three book, look, looking at them now this time instead of just three, three separate books. But, um, well, you'll see when we launched this later on this year,

but they're going to be a box set where they all come together. So when they come together, it's like now that we have this one thing, I can cross-reference between the two and take somebody from here to there. And so I'm trying to, inside that context, now that I know I can add Hook Story Offer to.com secrets, I can add this to expert secrets, and I don't have to talk about those in traffic secrets, but I can reference them, and now I have all these three books together. So it's been

really fascinating because I've been basically building the frameworks of these three books together. And so yesterday I did that all day and then I recorded it and sent videos to some people on my team and some friends just to get their feedback and ideas, which has been really cool as well. But now I feel like I have the the framework done and so this morning i woke up early and um the preface preface preface however you say that the preface for all three books was basically me talking about three books fitting together and so it's been fun this morning so i've been making a diagram of like this is this is what you learn in dot-com secrets and boom there's a doodle and then like and then this is what expert secrets was then on top of the doodle it's like boom the next phase of it, which is, you know, learning how to persuade and

sell people things and, and build a tribe and things like that. And then the third book lays on top of that, boom, here's how you fill these funnels, how you build the value out and you move people up and through it. And so, um, oh, it was so much, so much fun. So that's what I'm doing this morning is doodling out those things and putting them together into an actual framework. And so that's what I've been working on. It's been so much fun. And so I'm excited. I start my kids off and go back in and lock myself down for the next like 10 hours. Oh crap, I have to wait.

I have to wait in 15 minutes and then lock myself down for like the next 10 hours and keep working on the book. So anyway, it's exciting. And so why did I tell you this? Partially because I just wanted to talk about it out loud and partially because some, partially because, um, some of you guys always ask about the process. Like, how do you do it, Russell? How does it work? And, you know, for me, there's the process of the year, right?

It's fun, lacking, live kicks off the community. And then it's like our, our marketing retreat, which kicks off the direction for the year and, uh, internally inside the company. And then this is like me laying out the framework for the books, how they work together. And it's interesting. Like I used to always write the table contents just books, how they work together. And it's interesting. Like I used to always write the table contents just in, you know, Microsoft word or Google docs. And it's tough because like, I'd be writing this book.

I'm like page 300. I'm like, ah, I don't like how this fits. I need to shift something around. I scroll up 300 pages, look at table contents, like scroll back down 300 pages and back. And it's like, it's really hard to change things. Um, and I, and I realized really quick that I'm, I'm complaining about how hard it is to edit things in Google docs, which is like the easiest thing in the world where some people back in the day, they wrote books on a typewriter, a typewriter. How do people do that? Go, we were

blessed today. And then pre typewriter people writing them by hand. And then they had like, you know, go and like set the print, you know, letter by letter and then stamp them ink and stamp into a book. Like, anyway, we are so blessed. I don't know how people wrote books back in the, you know, early 1800s or 1500s or before Christ. Like, how do people write books? I don't, I don't know. It's hard enough nowadays

when we've got all this amazing technology. But anyway, I digress. The reason why I'm sharing that is because like this concept of like outlining in Trello is amazing because I can move chapters around just by moving up, down, up, down. and then as you write a book or you create a course there's always interdependencies right like that's always been a big pain in the other books that I be explaining something I'm like oh crap I haven't explained this yet so I can't talk about this I

have to go back two chapters earlier and talk about this thing so that they understood it over here and like there's this whole chicken and the egg thing that's really, it's a lot of work. But what's cool is in Trello, the way I'm doing this is each card becomes a chapter in the book so I can have it from top to bottom so I can see the table of contents in Trello. And if I'm like, oh, I can move things around, I can just drag and drop, move things around

and make sure that the logical sequencing of event makes perfect sense, right? And then inside each card, then I can outline what I'm talking about each chapter to outline those things. And then I'm able to see before I start writing all the interdependencies, like, oh, I have to have this, I've talked about this, or this makes no sense. I've talked about this, or this makes no sense. And boom, boom, boom, back and forth, back and forth. And so that's kind of my goal, my process today. So yesterday I spent the entire day writing,

just outlining the chapters of the three books. And again, it may seem like a simple task, but it took like the entire day. Today, I'm going to be going in and outlining out what's going to be happening in each chapter to make sure all the interdependencies work and so that the flow works. And then I got to, you know, in that outline, be like, okay, you know, in the card, in this chapter, like what are all the different stories I'm going to talk? I got to tell this story, I got to tell this story, I got to make sure I explain this case study, I got this case study. And it's just kind of a big, anyway, it's to tell this story. I got to tell this story. I got to make sure I explain this case study. I got this case study. And it's just kind of a big, um, anyway, it's going to be, it's going to be fun, but that's

kind of the game plan. So, and then from there, then I will actually start writing. So Wednesday, tomorrow, I'll actually start pen to paper typing words. Ah, so exciting. So that's my process. That's how I'm doing it. And it's, um, it's working really good so far. So I hope to help some of you guys who are trading content or courses or whatever.

So, all right, that's it. I'm gonna head far. So I hope that helps some of you guys who are trading content or courses or whatever. So, all right. With that said, I'm gonna head in. I gotta get to work. I got words to write. I've got a mission to create. I've got a book to develop. I've gotta change some of your guys' life.

This book hopefully will be the thing for a lot of you guys who have been struggling with traffic. Be like, oh my gosh, now it all fits together. Hopefully when you guys get the box set with the new dot-com secrets, new expert secrets, new traffic secrets, you look at these things as a whole and you're like, okay, now, now it all fits together. Hopefully when you guys get the box set with the new dot-com secrets, new expert secrets, new traffic secrets, you look at these things as a whole and you're like, okay, now we can have some fun. So, all right, that's all I got.

Hope you guys are all doing amazing. If you haven't created something yet today, go and create something. It's gonna be the thing that changes somebody's life, but you gotta go and start the process. So with that said, I'm gonna go create. 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.com secrets and you can get your free copy at.comsecrets.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.