The Russell Brunson Show - Redefining Dramatic Demonstrations

Episode Date: March 8, 2024

A dramatic demonstration isn't just a challenge or a webinar - it's all of the noise making activities you create to point people to that event. For example, we just prepared a brand new dramatic demonstration with Dan Kennedy's business to create a story around our newest Magnetic Marketing campaign. And there's one key piece that Tim Shields shared at Funnel Hacking LIVE that makes all of this work. This is the process to consolidate time and control your growth by redefining dramatic demonstrations. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing Secrets of Success Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Welcome to the Marketing Seekers podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

What's up, everybody? Welcome back to the Marketing Secrets Podcast. We are recording another one in our new makeshift studio, which has been a lot of fun. Hopefully you're enjoying. Hopefully you enjoyed the last episode here. I had actually a lot of fun with that. I was talking about with Ben, who's here with me, how just typically with the podcast, most of my episodes are like 10 minutes, but because of just the format of like, I'm doing a video and Ben's in the room and I am excited.

There's energy here. It went for 20 minutes. I feel like that episode went really well. So hopefully this one turns out well, good as well. Who knows? May or may not. So I want to talk about dramatic demonstrations today. And obviously, traditionally, we think about dramatic demonstrations. I know in the funnel hacker world, and we talk about funnel hacking a lot, people think, oh, dramatic

demonstration is a challenge or a webinar, which yes, it is, but it's way bigger than that. In fact, Steve Larson and I actually finally just set a date. We're doing a dramatic demonstration, three-day event here in Boise at his offices to teach dramatic demonstrations. We're going through what the curriculum's gonna be, and Steve's got some really cool things on like offer hooks and how to create those and craft them that is really fascinating.

In fact, well, yeah, it's really cool. We talked about the last Philanthropy Live. We've done two events on dramatic demonstrations, and again, the pros and the cons, I think that everyone's kind of categorized in their head, like dramatic demonstration is a challenge or webinar, which it is. But as we're building the curriculum,

I was like, Steve, I want people to understand that in my mind, dramatic demonstrations are more than that. There's different types of dramatic demonstrations. Everything we're doing is a type of dramatic demonstration. Even like literally a podcast episode, this is a type of dramatic demonstration. I mean, dramatic and demonstrating stuff and getting you excited about something, right?

Dramatic demonstration creates excitement and engagement for the hook that demonstrating stuff and getting you excited about something, right? Dramatic demonstration creates excitement and engagement for the hook that you're putting out there into the world, right? So for me, it's like, it's always reverse engineering. You look at like, what's the thing that we are trying to sell? So the example I'm going to share with you guys today is the Dan Kennedy business, right? I bought Dan Kennedy's business a couple of years ago. It's been one of the coolest, it's been a fun partnership. It's been a fun business. Like I love everything about it. There's so many fun things that we have in the plan. But the core of that business is the newsletter. It's like core of ClickFunnels is the software, the recurring revenue. The core of

marketing is the continuity. Which again, if you've been following my world, if you don't have continuity, you don't have a business. Continuity is king. It is the most important part. So the newsletter is the continuity for Kennedy's world, right? And so when we first bought the company, I think it dwindled down. So let me step back. So I think at the peak, and this is all rumors. I don't have any proof of this. But the peak when Bill Glazer ran it, the rumors were it had about 10,000 members in it.

So that's pretty cool. And then they sold the company. And then the people who bought it basically for like eight to 10 years just beat the crap out of it. And then we got this like limping along baby, like barely still alive. Like, hey, Russell, you want to buy the company? And like, oh, you guys beat the crap out of this. Like literally they were – anyway, I won't go too much into the stories. But then when private equity companies buy your company, like – anyway, it's interesting.

They put in their own CEOs and their own people and their own staff. You look at like the books. Like these guys were literally just like using it as their own piggy bank. It was just crazy. Stripping cash out, doing promotions, and then paying themselves 100%. It was bad. They beat the company up really, really bad. So when we got it, it was on life support.

It was trying to keep it alive. And it's actually fascinating. If you read the Traffic Seekers book, I referenced this article by Kevin Kelly, about 1,000 true fans. For a business to survive, you need to have a thousand true fans, right? For an artist to create art, you need to create a thousand true fans. And if you have a thousand true fans, it'll pay for it forever. And so when we took over the Magnetic Marketing business, you know, this thriving company that started out 10 years earlier, 10,000 active members had dwindled down to a little under a thousand.

But these were like the thousand true fans. This is like the people that no matter what happened, we're never leaving because they love Dan Kennedy, right? And so it was kind of, that was kind of fascinating, but we got this thing on my, okay, this is the lifeblood and like we're on, we're on life support. The only thing that I was, is growing continuity. So we created the first MIFGI offer. We put it together. We launched it to my list, Dan Kennedy's list, we had affiliates promote it. And within a very short period of time, we got 5,000 people to join the continuity, which was amazing, right?

And now we're back in business. And then from the 5,000, obviously, when you do a launch like that, you get 5,000 people. And then a lot of them are just coming in for the free things. We dropped down. So I think we settled right around 3,500 or so members were in this thing. And it was like, hey, now we're back in business. We have this continuity. It's sustaining growth.

It sustains employees and the team and all that kind of stuff. And then we started reinvesting money back into traffic and started growing it from there. So that's been the list that's happened the last two or three years is growing that continuity. And then we do different dramatic demonstrations with the goal to get people in the continuity, right? So one of the things we did after I bought the company, I did a magnetic marketing sprint, right? We did a renegade millionaire challenge. We did these different challenges to get people in, which have all been great, right? So all these dramatic demonstrations.

But what I think most people are forgetting, and me included, is like, is the dramatic demonstration is not just a challenge or webinar, right? It's all the other things around it, right? In fact, the very first Federal Hacking Lab when we taught dramatic demonstrations, I showed like, what were all the dramatic demonstrations

I did to sell the Expert Secrets book, right? And so in there, I talked about like, for the affiliates, here's all the things I did to affiliates. Like we sent them a copy of the book blank. Then we sent them the first four chapters. Then we was like, with the Dotcom Secrets book, we were sending them keychains to Ferraris and talking about the giveaways. And like we were like, I was creating this whole, all these little mini dramatic demonstrations

to affiliates to get them excited, right? So like there's this whole channel of types of dramatic demonstrations to get one type of customer, which are my affiliates. Like affiliates are a customer excited, right? So like there's this whole channel of types of dramatic demonstrations to get one type of customer, which are my affiliates. Like affiliates are a customer type, right? If I can get one affiliate to buy into my thing and they promote to their audience, I can get a hundred or thousand people to buy my book, right?

So I have a whole series of dramatic demonstrations just to get affiliates. Then we have the marketplace. How do we get the marketplace excited, right? If I just come out like one day, hey, I wrote a book. The market's like, what? Who cares?

Like there's no purpose, right? We create dramatic demonstrations in advance of that to create the excitement and the buzz and the hype and get people excited, right? So for example, you notice when I'm writing a book, I don't just write it in isolation. I talk about it, right? When I wrote the Expert Secrets book and I was 250 pages into it and I decided to delete it, I went live on Snapchat at times. That was what we were all doing back then.

I was Snapchatting me deleting the entire book and people were freaking out. They're part of this journey. They're seeing these dramatic demonstrations and stuff that's happening. It's them buying so when the book comes out, they're more likely to buy. With the ad campaign, with the Expert Secrets book, we literally got my book. We dumped gasoline

on it. We lit it on fire. Like, oh, this book is literally on fire. You've got to buy a copy. So the ads, people were sitting on their feet. It was me burning my book. And dumped gasoline on it, we lit it on fire, like, oh, this book is literally on fire, like, you gotta buy a copy, right, so the ads, people were sitting on their feet, it was me burning my book, and they're like, oh, and like, that's a dramatic demonstration, which is an ad, so dramatic demonstrations aren't just the challenge of the webinar, it's all the things that lead to that, right, so there's dramatic demonstrations for affiliates, dramatic demonstrations, man, it's hard to say fast, DDs, we'll say DDs, DDs for ads, DDs for social, DDs for like, DDs for like your email list, like your following, all those kind of things we're trading, right? In fact, right now, we just, like you

listened to the last podcast episode, we just launched a little mini dramatic demonstration series over on social about how I'm writing a best-selling book and hopefully selling a million copies, right? And in that dramatic demonstration, I'm going through and like showing all the stuff, like I'm going day by day, day number one, here's what I'm going through and showing all this stuff. I'm going day by day. Day number one, here's what I'm going to do. Day number two, day number three. So people are going to be following me on this dramatic demonstration series over the next year and a half, year, year and a half, two years until the book comes out.

By the time the book comes out, think about the anticipation and the buildup and the excitement for people to buy this book. We're going to do a whole bunch of stuff. We'll do dramatic demonstrations where I'm like, hey, I just wrote chapter four and it is so controversial like i don't know if my publisher is gonna let me read this hey how many of you want to hear me read this chapter four right and then do a whole like little mini event we'll read chapter four like so like this is how your brain has got to be thinking right how do you create these hooks how do you create these these dramatic demonstrations that amplify the the hook of the of the bigger dramatic

demonstration which then gets people to buy into the thing you're trying to sell, which is continuity, right? So if you reverse engineer that, if you look at this campaign right now, so we have magnetic marketing, right? And I was like, right now we're adding, I don't know, we're adding 10, 20 people a day

through paid ads. Paid ads are expensive. So it's just like, it's just kind of grind. I was like, I want to add like 3,000 people this week, this month. And everyone's like, that'd be nice. We could have like, no, I think we can. I was like, I want to add like 3,000 people this week, this month. And everyone's like, that'd be nice. I'm like, no, I think we can. Let's do something dramatic.

What do we do? And it's like, okay, well, what's the hook we can put out? They're like, let's shut down membership. If we shut it down, more people are likely to sign up, right? So Stu McLaren is the king of this. All his clients, they only open the membership twice a year. So they do the big shutdown campaigns. And I remember the first time he told me this,

I was actually about to cancel Funnel University, which was a continuity program we ran for four or five years. I was going to shut it down. And I told Stu, I'm like, hey, I'm just tired of doing this. He's like, don't shut it down. He's like, do a shutdown campaign. And I think at the time we had 1,500, maybe 2,000 members in that one. So it was like, it was making money, but it was also like, it was in the line where it's just like, I don't know if this is actually worth it for us. And so Stu's like, do this campaign. So we did a campaign where we shut it down. We're basically like, okay, we're shutting down. If you're a member, cool, you're, you're in there. If you're not, we're closing it down. This is your last shot to get in.

And, uh, and if we come back, maybe we'll raise the prices. I don't know. So we did this campaign and we ended up signing up like, I don't know, two or 3000 more people joined the membership. We went from like having, you know, 1500 members, like four or 5,000. Also it's like, now it's making a revenue. Like now this is totally worth my time. I have to do this. And we did a shutdown campaign. And then we ended up keeping it open for two or three more years after that

because some of the more members came in. And so for Kennedy, it's like, what if we do a shutdown campaign? And which Dan, by the way, is not a big fan of this, but he agreed to do it. And so we're like, that's the dramatic demonstration. But that was the campaign, right? So he could have of this, but he agreed to do it. And so, so we're like, that's the dramatic demonstration, but that was the campaign, right? So it could have said, you know, we're shutting down the thing. Like that would have been like a dramatic

demonstration. You can email to our list, but I was like, how to make this more dramatic, right? So I called up Dan, like, Hey Dan, can I buy a day of your time? He's like, sure. Cause if you know Dan Kennedy, like, yeah, he always says yes to that. So I, so I wired in the money. We bought a day of his time. I said, okay, this is the plan. We're going to fly out to your house to tell everyone we're shutting down the membership site, and then I'm going to talk about it. That way we can create a story behind this. He's like, okay, cool.

And so that became the dramatic demonstration. I'm flying to Dan Kenny's house because we're shutting down the membership site, and I got to talk to him about why we're doing this. We're going to go to his basement. Nobody's ever been in his basement before. The internet, he does private consults in his basement, but the internet literally has never been in his basement, right? So we started like turning this into something instead of just like email this.

Hey, we're shutting down the memberships. Like turn this into an experience and a story and a dramatic demonstration. Like give me something where people can be excited by it, right? And so in fact, I literally bought a fax machine off of eBay. We show up at the office and we film this whole thing. I'm like him getting a fax to Dan Kennedy, like, we're shutting down

the membership site and I'm booking a time to fly into his house and we're going to talk about this and if you've got a membership site or continuity program, come along because you're going to learn

how to grow continuity and then you're going to find out why we're shutting this thing down. So that was the whole dramatic demonstration. So we started emailing our list about the dramatic demonstration, we're shutting the membership site down

and flying to Dan Kennedy's house, come on the journey, we're going to stream to you from his basement, there's their internet, they were bringing Starlink in to put it into the basement to create this whole amazing story that gets people excited, right? And then people registered for that event and it just happens. Thank you, Paige. It's like, hey, as you know, we're shutting

it down. If you don't remember yet, sign up for your trial because this is going to go away. And right now the take rate on that is insane. We're getting so many people joining continuity right now who have not signed up for some reason. They've heard me, they've heard us email literally every day now for two and a half, three years about continuity. They haven't joined now because we're taking it away. They're freaking out and they're signing up. Right? So this whole dramatic demonstration, but it doesn't stop there. Right? So now this, this event of us going down his house is a, is a bigger dramatic demonstration. So now we have the big dramatic demonstration. Now we got to craft a little mini ones along the way, right?

So now we made a whole bunch of ads and meet with the facts machine. Like, I got the facts from Dan. Tell him the story. So like these little mini, like two to three minute ads and be telling the story behind it. These all became little mini dramatic demonstrations.

They become ads on social and video that all drive people out back to the big dramatic demonstration, right? We have emails going to the email list, talking, like creating these dramatic demonstrations, bringing people back in. Tomorrow I'm flying to his house. So today, I'm going to go live on Facebook. I'm flying today to Kennedy's house. I'm going to go see the Wizard of Oz. I'm going to be talking about joining the continuity program. But on top of that, we're actually

shutting down his continuity program. We're going to find out why. And we're going to go on this journey. Who wants to come with me? So I'll be going Facebook Live. And then from the airport, I'm going to go to Facebook Live. And then from the La Quinta Hotel, we're staying that in Cleveland, Ohio, I'll be going live. And then he's like, I'm driving to his house, freaking out. I'm going to go live. I'm like, well, all these little mini dramatic demonstrations all fueling and leading to the big dramatic demonstration. And that's the game plan, right? And so then in two days from me recording this is when we'll actually go live with this. And then, you know, I don't know what's going to happen, but I think it's going to do well. So what we'll do is we'll go live

for about an hour in Dan Kennedy's basement. We're going to show people the basement. Hopefully, it's always kind of, I love Dan Kennedy but I'm still scared to death of him. So I'm going through this thing where I'm like, I hope I don't offend him

but the plan, the working plan right now as long as he's cool with it is we're going to do a tour of his basement so you can see it. His basement's insane. It's like we're all the masterminds back and they used to actually happen.

So some of the greatest marketing minds in the world were in that basement with him plotting and scheming and planning different campaigns and offers and events. And it's a special place for like, especially for businesses like us. And you know, it's pretty cool. So that's happening down there, which is gonna be awesome.

And then we're gonna go for an hour and then the hour's over. Basically, we're like, hey, this is your chance. Go sign up for the newsletter. And do a big, huge push. You've got 30 minutes to sign up. And then when 30 minutes is over,

then we have the second training, which is like a three-hour training with Dan happening only for members. And that was this big hook of like, you've got to get in, like urgency and scarcity. The campaign doesn't end until Monday at midnight, but right now you've got 30 minutes to get in

to be on a live webinar for three hours with me and Dan Kennedy talking about memberships and continuity and how to get people to stick and how to grow. And so now we have this urgency. So I'm hoping, right now I think we have 7,000 to 8,000 people have registered for this event and we haven't emailed the Clifton's list yet. So by the time we're done, we should have 15,000 to 20,000 people register for this event. We're hoping to have 10,000 who are live on the scene. If we cut it off, if we can get two or 3,000 people to join continuity in that 30-minute window,

that changes the metrics of the business once again. Now, I'm even more excited about Dan Kennedy's business. It's amazing, right? So we do that. So we do the 30-minute thing. We shut it down. We do one-hour free training. And they have 30 minutes to sign up.

And then three-hour live training starts in the members area. And so everyone's joining, signing up to go get in the members area as quick as they can so they can be part of the live training. So that's what's happening. And again, I don't know what the numbers are going to be. I have no idea. Based on just the people joining the continuity right now from the thank you page, it's going to be amazing. I think potentially we could double membership from this one dramatic demonstration campaign. Okay. That's just everything. That's like us.

That's me buying ads for the next three years and doing it in one dramatic demonstration. You guys getting this? That's the power of this. And it's crazy. There's so many side stories I want to tell you guys because, again, Dan Kennedy, I love him to death. He has no internet in his basement.

The only way to talk to him is through fax. So all the correspondence happens through fax on this. And also, he's a very private person. Obviously he doesn't wait to have people with cameras to be there. So it's like four or five people to be there for cameras. And he's kind of stressed about that. So it's like going through that stuff. And then we're bringing Starlink, which I didn't

know what Starlink was. I thought it was just like I don't know. I thought it was like your phone that's got like a hotspot on it. But apparently Starlink gets to have like this big box that's to be outside. And then you're like, you have a core that has to be inside. So I found out yesterday, I was like that we had to have like basically which sense of outside house

that have like through a window or a door. I was like, we can't just pull in on Dan last minute. He would be furious. I'm like, he has to know. So like, so like we're faxing him like,

okay, how are we faxing? Let him know that, that we're, you know, this whole thing has to happen at his house, which he's not going to be happy with. So're faxing like okay how do we fax and let him know that that we're we're you know this whole thing has to happen at his house which he's not going to be happy with so we fax him like hey for starling to work this is what we have to do and how it's going to work and then immediately we get back a fax back from dad all caps call me asap it's like oh man the wizard of oz is going to yell at us before we get there like i'm stressing out like and this is legit like i'm like again i love him to death he's is my mentor. He's my hero. He's one of the, you know, technically he works for me,

which is a weird thing. Cause it's like technically I'm your boss, but I'm so scared of you, whatever you say, like, anyway, it's, it's this weird thing. Um, but like, I'm legitimately scared. So the fax is back in and call me SAP and just like, okay. Hey, funnel hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy and suddenly it hits you. You need to hire someone like yesterday.

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anyway, there's so much drama behind the scenes. I wish I could tell you guys all the stories, but just stuff like that to pull some of this off. It's actually interesting. The reason why we're doing this dramatic demonstration, if you guys are at Funnel Hacking Live, hopefully you were, Tim Shields presented and he, man, it was a really cool presentation. He joined the Category Kings group. So the next month later, he was in Category Kings in this room right here and he shared like how he does dramatic demonstrations and his, his thing, he said it was so cool. I

hope he doesn't miss them. I'm guessing most people missed it. Most, you know, you go to a four day event and so many, you know, gold drum, gold bombs drop. But there's always like the things for me that I'm like, ah, like that's the thing. So what he said was interesting. He said that if you look at what Tim Shields is, he's a photographer. So he doesn't just like do photography training from his home. He doesn't do webinars from his house. Like he goes where his dream customer would want to go but can't, right? So he'll go on the side of a glacier and he brings Starlink in and he'll stream from there.

He'll do his webinar there. He did this webinar from the side of the Grand Canyon, which you can't get internet to. So again, he brought Starlink out there. He did a whole dramatic demonstration. He's like, what's up everyone? I'm on a webinar. This is the Grand Canyon behind me.

And he did a whole webinar from there. So his people, they follow him because they want to get the webinar, right? But they want to get it from the locations they can't get anywhere else, right? So he's doing these dramatic demonstrations. And the thing he said, he's like, you want to go where customers wish they could go, but they can't. And I was like, what is that for? What is that for marketing nerds like me?

I was like, Dan Kennedy's basement. And I think Tim actually said, Russell, if I was you, I don't know if I had the idea, he is probably him. But he's like, for you, you should do one in Dan Kennedy's basement. I was like, oh my gosh. Because that's where that idea came from. And so, you know, if you watch, if you follow Tim Shields, you should follow him because look at what he's doing in the photography market. He's killing them. In fact, he joined the Category Kings, no, he's an Atlas group, sorry. That's $250,000 a year investment. Like he was able to write a check for 250 grand a year to be in this group. It's $250,000 a year investment. He was able to write a check for $250,000 a year to be in this group.

He's in the photography niche. What is he doing? There's not many photographers who make enough money to be successful and have enough money laying around to write a check, right? And he's won a two comic book X award. So he's doing well.

How's he doing it? Well, he's not doing webinars from his office. That's for sure, right? He's making these dramatic demonstrations dramatic. It's fascinating. So this is our first take at a Tim Shields style, going into the basement with Dan Kennedy, but like, what is that? What version of that for you? Like, what could you do? How could you do it? So anyway,

I just wanted to kind of put that out there. It's just getting the wheels of your head spinning about how to do these dramatic demonstrations. It's not just a challenge or a webinar, right? It's creating a story and crafting, then the story to the affiliates, the story to the social media, story to your email. All these are little mini dramatic demonstrations all fueling the big one. It's going to be amazing. So anyway, that's what's happened. I hope you guys get some value out of this episode.

If you didn't, then you must be living under a rock or something because I think this was full of some cool stuff. I mean, just the fact that us doing this one campaign, if we do it correctly, will be the equivalent of us buying ads for two or three years. And I'm going to keep this money. Zuckerberg doesn't get any of this money. This is just coming from the list we built in the past, right? So that's the power of all the stuff we're talking

about, how to compress decades into days, right? By creating the right dramatic demonstration. So I hope this helps you guys and gives you kind of some cool ideas to think through. Again, Steve Larson and I are doing a dramatic demonstration event that's going to become a dramatic demonstration book here in the next couple of months. So I'm sure you'll see info about that. But this is what we're talking about. And trying to take this concept and really expand it to like it's not just this one piece of your marketing, but it's all the pieces of your marketing. They create desire, excitement.

It promotes the hook of the thing you're doing. It brings people in. It gets them excited to buy. It creates a fun buying experience. They have a good time. It gets people to actually show up for your webinar. Like, how do you get people to show up for my webinar? No one's showing up. Like, well, are you doing it from your home office? Because people are going to show up to Dan Kennedy's

basement because it's live and it's the only time they're going to see this, right? They're going to watch Tim Shields on the side of a glacier because it's the only time it's happening, right? The more dramatic the demonstration, the more people are going to show up. So think about that. Hopefully this helps you guys. If you enjoyed this episode, again, please take a screenshot on your phone wherever you're listening to this and post it and tag me on social media and tell people, listen,

the only way that this show grows and I'm able, the bigger the show grows, the more time and energy I can spend with you guys. Again, I'm a big ROI guy. So if we get 10,000 people listening, if I get 50,000, if I get 100,000, if we get a million, the more people listen, the more we put in this.

So if you enjoyed this and you want to share this, share it with other people. Share it with everyone on your team, your staff, your employees. Maybe your spouse is like, this episode is valuable to you. Send it to them so they can listen as well and they all get on the same page with you as you're developing your dramatic demonstrations. Yeah, that'd mean the world to me. And if you like this, again, go leave a comment on Apple Podcasts or wherever you listen to podcasts.

I read those as well and it'd mean the world to me as well well. With that said, thank you guys so much. Hope you enjoyed this episode. We'll see you on the next episode of The Marketing Secrets Podcast. Let's go.