The Russell Brunson Show - One HUGE Key To Info-Product Success

Episode Date: March 21, 2022

A cool little nugget I learned from Dan Kennedy that I think you're going to love! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson discusses the keys to selling information products, inspired by insights from Dan Kennedy. He emphasizes the importance of differentiation in a crowded market and proposes a co-authoring concept for a book titled "Marketing Secrets." This book would allow collaborators to leverage Brunson's frameworks and credibility in their specific niches, potentially expanding the reach of his ideas. Brunson seeks feedback on this idea, inviting interested parties to reach out via social media. 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 apply. AirTransat. Travel moves us. Hey, what's up everybody? This is Russell Brunson.

Welcome back to Marketing Secrets Podcast. I'm back in the Napoleon Hill room and today I want to talk about one of the keys to successfully selling your own information products. 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

answer. My name is Russell Brunson and welcome to Marketing Secrets. All right, so I've been hardcore binge listening on Dan Kennedy because you know what? Every month I get a two hour call with him to ask him any questions I want. And then from those calls, we turn it into the magnetic marketing newsletter, which hopefully you guys are all subscribed. If not, you are crazy and you must hate money. Um, or you just didn't know about it. So if you didn't know about it, this is your chance. Go to no BS letter.com and go get subscribed. But anyway, I interviewed him for two hours and then I take that and I literally myself turn these things into an entire newsletter. Um, each newsletter takes me more than a day, which is eight hours

times my daily rate, which is like 80 grand, um, eight hours. So I mean, 80, 90 grand worth of my time goes into each issue and there's two a month. So if you look into like the value of those newsletters, they're insane. So first off, make sure you stop everything and go and get those. And that way you're getting, you know, two days of Russell's time each month to serve you. Um, cause I'm literally putting the best things we have in there. Um, and each month there's something like super powerful you You can take, you can implement and should help you a

lot. So anyway, there's the pitch. But, uh, the reason why I bring that up is because, um, tomorrow is my call. I got two more, two, um, two hours with Dan. So one of my hours, I'm talking specifically a lot about entrepreneurs and becoming a prime mover and like the mindset and the shifts and things you have to make to be successful as an entrepreneur, which is exciting. And then number two, I'm talking more about the information marketing business, which is something I kind of knew before I got into Dan Kennedy's world. I was selling information on how to sell potato guns or how to make potato guns and things like that. But when I got into his world, that was a big topic. Because most people who...

You guys know the lineage of where this whole game started. um you know back in the day it was dan kennedy and people and he was one of the first to really not not the first to do information marketing like selling information products like obviously people writing books for you know for thousands of years but um the person who first like kind of formalized this it was interesting is when i got into that world what i saw was not so much just like people like how to make potato gun, but they were people who were taking specifically Dan Kennedy principles, but into other markets, which is why I think he called it information marketing, right? Like how do we teach other people how to market their businesses? And what

he did strategically over the years, which was really cool, is that he built a whole bunch of little mini Dan Kennedys in every market. I don't know if he did this knowing the years which was really cool is that he built a whole bunch of little mini dan kennedys in every market i don't know if he did this knowingly or not knowingly but it was really powerful really strategic and so um he would have all these people come to his events you know like for example bill glazier owned menswear store and then someone else owned a an auto parts dealership someone else owned was a dentist and a chiropractor and so the first phase he would do with people is he would help them to market their businesses more effectively and more efficiently. And so I was like, if you look at like the different rungs of not the, not their value ladder, but strategically where they take their customers, they were taking their customers through. And I've seen facts and

documentation of Dan actually explaining this. So this isn't just my imagination. It's actually like strategically thought through. But the first phase was like help existing business owners to market their businesses more effectively. That's phase number one. And then phase number two is then teach those people how to become information marketers, teaching these processes to the other ones, right? So good examples, Bill Glazer. Bill Glazer owned a menswear, like a men's, I don't know what it's called, like menswear's, menswear house when I think of it. It wasn't menswear house. It was like that kind of a store, right? Like men's clothes and stuff like that. And so he went through Dan Kennedy's stuff.

He then modeled it, built up his own marketing and blew it up and made some money with it. And then Bill's next step was becoming an information marketer to menswear companies. So he created information products and courses and seminars, teaching other people with menswear house style businesses how to market their business. And that's how Bill made all his money and then, or a lot of his money. And then from there he ended up buying Dan's company and blah, blah, blah. But then that was the pattern. I saw it in the dental niche. Like some people that came, they were dentists, came to Dan's world, became really good dentists. And then Dan would go and have, you know, they would go and then he'd sell them the next thing, which was how to make info products.

And then they were all going to sell info products to that market. And so it was really, anyway, very strategic, very cool, very exciting. So anyway, I share that because I'm looking at that next. Maybe June's issue is going to be very specifically about that. But how do you take these skills that you're learning and how do you turn those into business, right? Like how do you start your own information businesses? And I was looking through like just all the people inside the ClickFunnels community and we've got thousands of examples. One of them, there's a guy who's a mentor circle.

He started a hot dog cart and, you know, circle. He started a hot dog cart. He made a bunch of hot dog cart. Then he started creating information products, teaching people how to do their own hot dog cart. He killed it as well. It's just really interesting. For those of you guys who have a traditional business, it's interesting because I always tease people who have more traditional businesses.

That's so hard because your traditional business is hard because you can't sell to the masses in the world. You're selling to people in your local area. But the reality is you can sell to people in your local area, and then you make an information business teaching these principles, these concepts, and you can sell that to all the people in your industry around the world. Chad Wollner, another one of my good friends who's a chiropractor, he did the same things. He came into my world and we taught him how to, um, how to grow his, not that I taught him, but like he looked at the principles and he figured out ways to use these principles to grow his chiropractic business. And then, um, but he built his own frameworks and things like that. And he went

out there and he, he went and did it for other businesses. Like it's really, really cool. Anyway, I digress. The point I was trying to make at the beginning of this podcast was from something I was listening to inside of Dan's, one of Dan's courses, which is like the Fast Path to Info Product Creations. But one of the principles was interesting is they said to be successful

in your own information marketing business, there's a couple things you have to understand. The number one thing is, what is it that you are doing that your competitor is not? Okay? So if you're a dentist and there's 5,000 other dentists, like what are you doing that your competitor is not? Okay. It could be like they, they, they cannot, or they will not, or it's proprietary to you. It's your own system, your own framework or whatever. Like, but what are the, what are you doing that your competitors do

not do? And then your job is to clearly communicate that they can only get that from your business. That's the secret, right? So again, you're the hot dog cart dude, you're the chiropractor, you're the dentist, you're the whatever, and you're having success in your business. For you to be able to turn that into a successful information business, that is the question. It's like, what are you doing that your competitors do not? And again, cannot, will not, or it's proprietary to you, so they're not able to. And then how do you clearly communicate that? And that's the big secret. I had someone in our 2CCX coaching call actually last week, and it was fascinating. The call was very similar to that. As I asked him, what do you do that's different than everybody else? And he struggled. He's like, well, I do whatever else, I just do it better. Like, okay, well, you got to figure out something

proprietary that's different, that's unique, that's your own. That's the big secret here, right? That's how you get people to give you money is your proprietary thing, your thing that's different, and then being able to clearly communicate that, right? Like in my world, when everyone first came into the funnel world, we explained our proprietary things. These things have funnels.

People freak it out. They're like, oh, but the only way to really do that is by having our ClickFunnels software, and then here's the books that teach it. This is our proprietary framework. That was like, oh, but like only way to really do that is by having our ClickFunnels software. And then here's the books that teach it. And like, this is our proprietary framework. So that was the big, the big secret. Anyway, super cool. Super fascinating. Um, yeah. Now I'm throwing this out as a question because I've been thinking about this weekend. I'm not sure if I'm going to do it or not, but I would love to hear your guys' feedback if you'd be excited to. Um, and I did this cause Dan was talking about something he did. He said when he's,

when he started doing this and training people, he would make co-authored things where someone could take Dan Kennedy's work into the dental space and be co-authored with Dan and take Dan's principles and be able to share them. Like right now, you know, legally, my frameworks and stuff are my frameworks and the people share them.

And unfortunately they do, but like, you know, they're breaking the law, like legally, you know, they shouldn't be able to do you know just to be able to take my doodles take my things and teach them but a lot of people do and i don't freak out too much because like it's passing on our message and stuff but would you guys be interested just put this out there and i'm not committed to doing this yet so this is not like i'm doing this or seating i'm just kind of more curious. But if I was to write another book that specifically would be a book

to be able to co-author with you guys. So for example, I think the book would be called Marketing Secrets because that's obviously the brand, the podcast, the name. If I had Marketing Secrets and I wrote 75% of the book and it was leveraging the core frameworks

from all three dot-com expert traffic secrets. The core frameworks inside of those became marketing secrets. Then let you guys co-author with me where you could co-author for your market, your niche, your whatever. You could be marketing secrets for dentists, marketing secrets for people in Boise, Idaho,

marketing secrets for the music industry, marketing secrets for whatever. Would you be interested in that? Because it would give you the ability to co-author with me, to leverage off my credibility, number one. But number two, then, it would give you the ability to take the frameworks that are inside those books and teach them.

You'd basically have a license to teach those things. You know what I mean? Anyway, just curious. Throw it out there. It'd be kind of a fun idea. We did something like that once in the past and it sold really well. But I freaked out, kind of pulled it eventually

because I was like, I don't, a hundred people out there co-authoring a book with me. But at the same time, like, I would love to figure out more ways to get this message, like marketing secrets and funnels and all these kind of things

into the hands of more markets where you guys would be able to penetrate different markets than I ever could. And so anyway, I'm just throwing it out there. I may be interested or maybe willing to do something like that and just wanted to see if you guys are. If you are, hit me up on Facebook or Instagram or wherever

and just be like, yes, Russell, Marketing Secrets co-author, let's go. And maybe we'll do something like that in the future. All right, that said, I appreciate you all. I gotta get back to work. Been fun hanging out and that's all I got. Thanks so much, guys, and we'll talk to you soon. I gotta get back to work. Been fun hanging out. And that's all I got. Thanks so much, guys. And we'll talk to you soon.

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