The Russell Brunson Show - Selling The Vision, Not The Product

Episode Date: February 16, 2022

In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- In Russell Brunson's Marketing Secrets podcast, a Q&A session is held to explore the potency of selling a vision rather than a product. This concept is exemplified by Alison's presentation at an e-commerce event, where wood blocks are transformed into desirable items through creative visualization. The importance of entrepreneurs embracing this mindset to boost sales is emphasized by Russell. Advice is sought by Andrea on promoting home cooking to parents through an e-book. Despite having a large Instagram following, she struggles to convert Latin moms. Recommendations are given by Russell and Alison to shift the focus from easy cooking to emotional connection. The use of Instagram to drive traffic to her email list is suggested, emphasizing its effectiveness for sales. Consistent email communication is highlighted as crucial, with Russell sharing his experiences and stressing its long-term impact. Practical tips on crafting engaging email content are offered by Alison. Gratitude is expressed by Andrea, who pledges to implement the advice to enhance her marketing strategy. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Travel moves us. Welcome back to the Marketing Secrets Podcast. Today, we've got another Q&A for you. And this is one, I need to set this one up a little bit so you guys can understand it. But during the Ecom vs. Experts Smackdown, Allison gave an amazing presentation where she showed some of the things she sells, e-commerce products, right? And one of them were woodblocks. And she who would buy wood blocks and nobody everyone's like they're wood blocks why would I buy it and then she showed she's like I didn't sell wood blocks like I sold the vision of what these wood blocks can become and she showed pictures of like the kids faces painted or you know glued on these wood blocks and put on the

mantle and what they look like and how it works and And then she sold, I don't know, like a bajillion dollars with these wood blocks, right? And then she showed example after example. Here's these French fry holders where you hold French fries in it. She's like, that's the product. No one wants that. So I have to create the vision. So she creates a vision where it's like, here's the French fry cover and you design it and you put your pencils in it and your notebooks and your, you know, anyway, and sells the

vision on it. I think it's something that most of us as creators, entrepreneurs, business owners do is that we think we're in the business of selling a product and we're not. We're in the business of selling a vision behind the product. That's what gets people to buy. It's interesting because if you study copywriting and things like that, they talk about these things, but typically most copywriters, I don't know, I think the way Allison described it and showed it was really, really powerful.

You don't think about it as copy or copywriting, but it's just like they stop selling the product and start selling the vision of what the product can do and how it serves you and things like that. So anyway, we had talked about it. And then someone came on and asked a question about their product and their product is interesting. When they shared it, they talked about the product and the vision and it was really cool. But then look at the marketing and the marketing had defaulted back to the product. I think a lot of you guys do that.

And so I wanted to, you guys listen to this Q and a because, um, it's something that my guess is for any of you guys who are struggling, like no one's buying my stuff. You could literally like plug in yourself into this conversation and then ask yourself some questions like, what am I doing?

Is this my product? Is the vision? What does that look like? And so I hope this helps. Um, because for most of you guys, if you were to have Allison consult you, I bet you 50 bucks that this is what she would do with your business. So please take this as a private personal consultation from her and from me about shifting you from selling your product to selling the vision of what can happen because of the product. So with that said, we're queuing up the theme song. We'll come back, you have a chance to listen to the next question from the Econ vs. Expert Smackdown.

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. All right, we are back to our VIP room and we've got Andrea Lister. There's our next question. And she says, what is your best advice for somebody like me who is trying to teach parents the importance of cooking for our kids and to bring back the value of cooking at home? I am selling an e-book with an order bump as my first product. Thanks.

Very cool. So the question is how to bring it back to the parents? Yes. The question is what advice you have. So she's trying to teach parents the importance of cooking for our kids and bring back the value of cooking at home. She's selling an e-book with an order bump. So I guess it may be talking about – yeah. Andrea is on here.

Andrea, do you want to unmute yourself? Wait. I think I got it though. OK. I think I got it. OK. So I hear you selling a product. Again, like most of the time when people come to me and they tell me what they're selling, I'm like, this is a product.

This is a product. What I see the vision of is I've got teenagers, and they're running around a million miles a minute. And we get to the end of the day, and we say family prayer. I'm like, what did you do today? And I'm missing that opportunity. And what if you were able to talk about the pain of not being around your teenagers enough, right? They're off, they're going, but you have this beautiful time at night to connect where you are teaching and you're talking in the smells that they're going to remember

into adulthood, help them to just really dive into the memories of the family. And so I think if am I getting this? Is this a question you had? Am I answering it correctly? Actually, actually, that's exactly what I do. Okay, because that's funny, because I have four kids, two girls, 14 years and two years old, and I have two boys, 10 years old. And I grew up with that, with memories in the kitchen,

with my mom, with my grandmothers. And that's the way, because that is my passion, my love. You know, thinking I want people to grow the same way when I was little. Thinking, oh, I can't wait for being at home and be with my mom and my family and cooking together. And that is exactly what I want for the parents, for the moms. Moms, that's my niche right now. But it's been really hard because all my people is Latin moms. They only speak Spanish right now. And I don't know, it's because I already built my ClickFunnels in Spanish.

But converting is really hard. The conversion, I don't know, it's because ClickFunnels is new for them. And they don't know when they open it. I've been doing live on Instagram. I gave a lot. I mean, you can go to my Instagram account right now. I have a lot of followers, but all the time I give, I give. And in my videos, I always say that. Looking at home from the kids is an act of love. Make great memories. Okay. I love it. So you actually just told us what the problem is. The problem is the hooks off,

right? If you've got all these people watching you and all these people doing this thing, the hooks off, do you want to brainstorm some hooks? Because it sounds like you've got a community, you're talking to them, but you're not pulling in the emotion. You're not pulling, Russell was talking about the challenges, maybe start with a challenge and you give them like the secret number one right and then you show them how to do it and you're like but wait you need this part this part this part join me and we'll do it so i wonder if it's like from what you're talking about it sounds like it's the hook and maybe the offer like when you're when you're teaching it like how so what how do you

sell it right now is it a video sales letter is a written sales letter how what's the process right now yeah my process is exactly my backup secrets like do the video i have a video doing exactly the same the end action take action go this i give in a lot of things for free bonuses i in my ebook you can click and two recipes actually it goes straight to a step-by-step video i give uh um like a recommendations before you start cooking i'm a professional chef as well so i know a lot how you can do the cooking at home easier you know because i i can i teach people how follow easier and they love the idea they but i can see in my facebook ads that they go but so far i only have like 10 people buying my my book without the other one so i don't know what i'm doing wrong so for that i'm here you guys can help me with that what's the like what would if you translate the headline what's the headline on the the page say okay well she's pulling it up remember how are you

talking about maslow's like what if well i guess we'll have to see it but maybe it's not the pain maybe she's on an improvement offer we're having this dialogue actually i was trying to do the link magnet too, but I was trying to make it easy for them. You know, like they just go straight and can buy my e-book. And so it's like discover how you prepare, because it's breakfast. In my e-book, my first one is all about breakfast. That is, I have breakfast.

I have side dishes. I have extra information information how you make the perfect omelet it's really i'm so proud of my product right now and it says discover how you prepare delicious simple breakfast for your family even if you have zero experience in the kitchen boom that's wrong yeah so so what, yeah, what you just did. So we talked about the vision ahead of time of like this amazing vision of cooking with your family, cooking your kids. You just taught me how to cook breakfast. That's what hook was. Okay. Right. And especially if you've got people who like cooking, they probably in their head,

like they know in their mind, they know how to cook. It sounds like what they're coming to you or you want them to come to you for is about creating this experience. Right. So like the messaging I always have is that instead of like racing your kids out the door and giving them a bowl of cereal, imagine having this window in the morning where you can actually sit down, have a conversation, build this food with them. They can eat healthier but also connect with them before they're taken out into the day and send them to school where all the chaos of the world is happening and the storms are beating down upon them. You give this moment to connect with them, to strengthen them, and then send them on their way. That would be more the hook that I think is going to get... Because learning how to make breakfast, especially for someone who thinks they know how to cook, is going to be a difficult sell.

My wife would see that and she'd be like, oh, I know how to make breakfast. I cook eggs every day. It's not how to make breakfast. It's how to reconnect to your kids right so you said you said in your lives and stuff but that's going to be the message of the product like this is like you know alison did the product and the vision like you like your cell you're talking about the vision here but you're coming back and the sales letter is going back to product the sales letter's got to be the vision here's the here's what the whole thing is. I think you can even pull into like, you only have a limited time with your children. What is it? You only have so many Saturdays that you get to spend with your children and then they leave the house. I heard another

thing where 90% of their life you're face to face. And then when they move out of the house, you only get 5% and the rest of the 5%, um, that you get to see them face to face. Does that make sense? A hundred percent. Yep. Those stats having that in there and the very beginning of like, when people understand like, oh my gosh, that's right now, my twin boys are sophomores. I'm like, I have two more summers with them and then they're gone. And that gives me fear and scared. And like, even when you're saying that, I was like, man, I should be cooking dinners with my kids.

Like we should be doing more of that. Like they got my, my wheels, my head spinning as you were saying that, like, that's the messaging that's going to get people to spend more money. It's, it's, it shifts it for me in a commodity of how to make breakfast to here's this unique opportunity you have of like reconnection with your kids and the vehicle happens to be through through food which is amazing because a lot of people don't know how to cook or they don't want to like that's what i'd be like a cool but i don't know how to cook i'm like oh cool you got a cookbook so that's gonna make it and me actually be able to do it

but it's the it's the bigger it's the vision which i love how you turn that into a funnel by the way i was freaking out backstage that was really cool the alligator mouth yeah so you said you said you talk about those things on like you say instagram or facebook where do you share that message traditionally instagram i have a big follower in instagram, 56,000 people. And then you drive those people to the book too? I've been trying to, but it's not really, I don't know. They love, they have actions, but when it's time to buy, I don't know if they're, you know, on Instagram it's hard because you can send people straight to you,

to your ClickFunnels. You have to tell them, go to my video, please, and click here. And I don't know if this is one of the problems. I just did a live two, three days ago, and I cook a super easy recipe from my book. And I'm telling people, just do this. I show them in my iPad how you do it and how easy. And it's still hard. So you're talking about the easy, right?

It's so easy. It's so easy. You've got to go back to easy isn't the vision. You've got to go to talk to your kids today. How did today go? Was it kind of rushed? You know, you've only got two more summers with them. Let's treasure these moments. So I think you do, and this is something that you got to practice

over and over and over again, right? So maybe before you start, you write down the true vision, not the product, the pain of missing out on your children, the pain of not connecting, the pain of having your kids walk out and the storms of the world are coming down. Um, and then like, that's what you lead with. Cause it sounds like you're starting and then you go back to the product. And I think it's just you practicing that because you have it. I think you just go back. Yeah. Just go back to the product each time. And I would try to figure out a way. Cause if you're doing Instagram lives, talking about that, like Instagram is a weird platform because it's hard to get people from instagram to something especially like straight to sales pitch like we struggle with that as well um and so it's like there's

gotta be some in-betweener that gets them excited so like traditionally what we do a lot of times is instagram is where i'm pushing some kind of like free lead max something where it's like just getting them on email because email is a much better platform to sell i mean we're now i've been in this business 20 years now we've tried every platform every single thing and still to this day like this event alone like we spent a lot of money on facebook ads instagram ads but 90 percent ticket sales came from email so like when all of a sudden done like email is still the best selling platform that we have on this planet and so i've been thinking about instagram is like instagram is a way to like grab some attention hook them but you're on instagram typically you're scrolling

through things it's like a it's a faster mindset faster mindset. I'm not going deep on Instagram, right? So I got like, what's a quick thing? You used to do your, get this one page guide, give email address. Even if it's like this recipe or this guide or something, but get them off Instagram to go put an email address in to get that thing. Because the actual selling, the actual money for most of us is actually made in email, not through the social platforms. So looking at your 56,000 Instagram followers like how do i get 56 000 of them

to come to page give me the email address maybe it's just maybe i only get you know a thousand of those thousand people that i get are gonna be the actual buyers it's like how do i like what do you create so every day as you're showing a recipe you're showing a thing or whatever she's like oh go get this recipe like go you know click link my bio or whatever go get the go and get it and they often you get the recipe and now the selling happens off platform um you know, click link my bio or whatever. Go get the, go and get it. And they opt in, you get the recipe. And now the selling happens off platform. You know what I mean? And so that'd be kind of my recommendation.

I have 730 people in my email list. Cool. How often do you email them? But I've been, I deal with a link magnet with the air fryer. And because I was sick for a while, and I'm trying to get engaged again with my email people. So what I'm doing right now is trying to do the cold selling thing right now. But my goal is to start selling through my email as well how often do you email your list for how long how often do you email them uh oh yes i started only

two weeks ago twice per week okay yeah i'd say i think a minimum of like at least three three times a week is like a minimum email yes otherwise. Otherwise, they forget who you are really, really quickly. It can be selling. It can be sharing. It can be showing, like, here's a cool YouTube video I posted. Just whatever to get stuff. But if you look at it from that standpoint, most of my sales are actually going to happen through email. You've got to make sure you're contacting, you're communicating, keeping things consistent.

I had this fear one time. Brent was actually here for part of this way back a decade and a half ago where I was working on a project. I'm like, I'm not gonna email my list because I want them to be ready to buy from me when the project's done. And the project went from like a month to two months, like six months. And so six months later, I'm like, okay, I haven't bugged these guys in six months. They're gonna be so excited. And I emailed the list to go buy my new thing. And it was crickets. No one remembered who I was. And I, and the list was dead. And I was like, oh my gosh, this is something I gotta figure out. So I had to come back and then start building lists over. And then the second time,

it's like, I gotta keep emailing consistently, like a minimum of three times a week and probably more just to keep that consistency because I'd rather have people opting out and leaving because I'm annoying them too much than people who don't know who you are. And so it's being really consistent is number one. The number two is understanding

that that is the fuel of your blood. It's the lifeline. This is for everybody, by the way, I'm speaking to everybody. Um, like if you look at like, what is the KPI? So key performance indicator that I focus on is like how many people join my list today. Like that should be something that's always top of my mind. And that drives and fuels everything else in the business. Right? Cause if it's like, okay, how many people joined today? I'm like, Oh, I only got two people joined today. It's like, okay, well I knew someone Instagram. If you will join, I knew someone on Facebook, these people trying to, but like, okay, how many people joined today? I'm like, oh, I only got two people joined today. It's like, okay, well, I knew some on Instagram. I knew some on Facebook. These people joined.

It gets me in the mindset of like, I got to do something to get people to join. And the people that are joining, that's like the lifeblood of your business. If you don't have people coming in, eventually your business atrophies and dies. I've seen so many people come into our world. They build an email list. They start selling stuff. And then they stop doing the thing that built the email list. Because like, I have a list.

They keep selling stuff. They're making money. And their business starts atrophying and atrophying and ends up dying. And it kind of be like, I don't understand. Like I'm not making any money. I'm looking at the whole thing. Like your funnel works,

everything works. I'm like, Oh, you stopped getting new people in. Like that's, that's the problem. So you got 750 people now. So my next metric,

I'd start looking for a few is like how many per day can I get from Instagram onto my email list? Maybe it's 10 a day. Maybe it was 20 day, but making that the goal that can be making the lead magnet, maybe something cool and then make a new video. But you're trying to like to harvest the people from here, getting them on the email list and just focusing on that and making that thing every morning you wake up. It's like how many people joined the list

yesterday? And that becomes the key metric in your, in your business. Like that'll, it'll transform everything else. Hey, funnel hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month? That was my wife and I before Rocket Money came along. Literally a couple months ago, we downloaded this app and within minutes we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments from accounts that my wife had set up and I had set up and we weren't even using one of them. It was crazy. Okay.

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is made for people who actually take action. This isn't where people scroll mindlessly. This is where they're making decisions. So stop playing small because it's time to level up. Start converting your B2B audience into high quality leads today. And to get started, LinkedIn is offering you a hundred dollar credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. And then just so you know, I don't know if you know this, but I have a whole bunch of email templates and the two CCX program. I took some of my top converting headlines, some of the copy, because sometimes you go

and you sit down and this is what we're talking about. Power hours to help you stay consistent. You just don't write an email the day and then send it. And then the next day, like you sit down and you write emails for an entire month, because then that tells you can tell an entire story behind it and you get it done. And sometimes when you sit down, you look at the blank screen and you're like, I don't know what to write. We're just going to help you with that. And then just to reinforce what Russell said, I always call my email list, my ATM. It's like my personal ATM and Instagram, Facebook. We don't know when the algorithm is going to, well, don't know when the algorithm is going to,

well, we do know when the algorithm is going to change like every day, right? And email, it really hasn't changed over the years. And so I feel like email keeps my sanity. I guess all the changes over here. And I know that email and we can create this very intimate relationship because emails, people go to shop, right? They click on the links and then they go shop Instagram. They're there to look at pictures. And yeah, some people do great on Instagram, but what if Instagram changes their algorithm? What if Instagram shuts your account down and we will be yelling at you all the time, build your email list, build your email list, build your email list,

build your email list because it's so crucial to your business. In fact, we like practical application. This week we noticed we had 20,000 of you guys joined the Facebook group. I did the very first live in the Facebook group. Talk to everyone. 13 people showed up.

Zuckerberg only showed it. Of the 20,000 new people that joined in seven days, only 13 people saw me go live. And Allison, she had 33. So it doubled for her, right? And so we're freaking out. Like no one's going to come to this live event. So guess what we did the day of the event. What'd you guys get? You got emails pushing you to come to the thing to be live, right? Like email was the thing that like saved us. We almost were like, okay, well we should just fly back to Puerto Rico and you got your Chick-fil-A or should be good.

Right. Like, so it's like, you never know what's going to happen. Traffic secrets, the whole premise of that book is we have to convert all this other traffic and traffic that we own. And the email list is the traffic that you own. So 56,000 people on Instagram is awesome. You're renting that. You're borrowing that. How do we get those people off? Get them into your world.

Now you can start communicating with them and things like that. And then I say coming back to your sales letter and just changing the messaging from how to cook breakfast to how to have this experience. And like in my vision, I'd have the headline like how to have this amazing experience with your kids. And then the stats you talked about, like, did you know that, you know, your kids are only home, blah, blah, blah, blah, blah. The four or five, like the fear-based stats, like, oh my gosh, it's like, we're going to help you to make those 3,600 hours, whatever, like, like life-changing for them and for you or whatever. And then, then you go into the sales letter of like, we do that by here's this book and the, you know, but like the initial vision is that it's capturing them where they're feeling. Cause again, I'll spend 10 bucks on a cooking book, but I'll spend

$10,000 on a way to have a better experience with my kids. And so that's just changing the perceived value by how you do the messaging up front. Hey, Felon, that answer your question? Yes, actually big help. Thank you so much because I was feeling stuck and, you know, even working so hard, building my own ClickFunnels, learning about everything. Thank you for the guys, the tech support in ClickFunnels because you guys are amazing. Thank you so much. They've been helping me a lot. So great to meet you.

Good luck in the future. We're cheering for you over here. Yeah, we want to see updates, please. Yes. So good. So good. And just wait. Before before you get out will you pull the stack back on in that ignite session right there we really dive into the importance of email why you need to do it how you need to hook it up i know that some people just have like a a lame sign up box on their website the only people that sign up there, it's like your mom, right?

And so there's ways to be able to entice people to get your email or to get their email because email is just consistent and you need that in your business. And then I've gone on to sell a business and the business actually sold for more. We were able to get more because our email list was so big and it was converting really, really well. So think long-term too, but we really talk about that in the Ignite section of just how to do that, how to build that strong email list and have that consistency over and over and over again, because we don't want you to build it and then go, I don't know, but learn how to tell your story and what stories you should tell and, and the order of it. So you don't feel super pushy, um, but you're not giving away the farm. Uh, so we really dive into that. Oh, cool. That was fun.

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