The Russell Brunson Show - The BIG Secret... Defend And Advocate

Episode Date: May 18, 2018

One of my biggest take-aways from this month's inner circle meetings was this... On today's episode Russell talks about hearing Alex Charfen say something in passing at the latest Inner Circle meeting and why it was so important to make him stop and point out what he said to everybody in the meeting. Check out a few of the other things you will here in this episode: Find out what Alex said that Russell had never noticed before, but that he's been doing all along. Hear why it's so important to defend and advocate for your dream clients. And Find out how Russell has used social media platforms to go from 10,000 clicks an email to 250,000 customer interactions per day. So listen here to find out what Alex said that was so important, and how you can use it to connect with your audience on social media and in turn increase your customer interactions each day. Transcript - https://marketingsecrets.com/blog/the-big-secret-defend-and-advocate Learn more about your ad choices. Visit megaphone.fm/adchoices

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This is Russell Brunson. Welcome to the Marketing Secrets Podcast. Today, we're going to talk about one of the most powerful strategies I've ever heard to grow your following, build your herd, and actually change the lives of the people you are serving. 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 in this podcast. We'll give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone. All right. So I'm actually in my inner circle room right now, walking around in circles and I'm reminiscing on the last couple of weeks. I had all my hundred entrepreneurs in the inner circle come out and spend time with me. And what's cool about it is everyone has a chance to get up on our little stage here and talk about their business and things that are working and they have a chance to ask questions. And it's my favorite way to learn. It's, I think it's better than any product, any book, any course, any, anything. Um, and it's how I learned the best. And so I sit here in this room with these

amazing entrepreneurs and learn and get ideas from them. And in our last set of meetings, I got something that was so good and I wanted to share it with you. So a lot of you guys know Alex Sharfman. He's spoken at Fun Life and Life twice. He's one of the coaches in our Two Comma Quebec's coaching program. And I had a chance to start working with Alex last summer. He was moving into this new business where he's trying to become who he is right now. And I invited him to a mastermind group we were doing in Las Vegas at Pirate's Cove. If

you watch our Funnel Hacker TV online, you probably saw the three or four episodes at Pirate's Cove last year, which was really fun. And anyway, he was kind of struggling and I gave him some ideas and pointed him in the right direction. And I told him to launch a podcast, do a webinar. And I've watched as his business has blown up over the last little bit, which has been really fun. And then also it's been fun watching him serve so many people. I think my superpower is getting people from wherever they're at and getting to a million dollars in record amount of time. Like, I don't think there's anybody on planet earth that has created more first generation self-made millionaires than us here at ClickFunnels.

I'd be shocked if anyone else has done that. And if so, we will pass them very, very soon because we're pumping out millionaires every single day, which is really fun. And Alex has superpowers in helping them to build teams and scale, which is cool. And so he's been helping a lot of the people in our inner circle and just within our community. And now inside the Two Common Club X coaching program, he's teaching that division of it, which is here's how to build a team and scale and grow and all that kind of stuff. So anyway, it's exciting. And anyway, when we're sitting here, we're talking, we're sharing some stuff.

He said something that was like, oh, like I stopped. I had everyone stop. I'm like, did you guys just hear what he said? Because he kind of said it in passing and then left. He said that what you need to do as a publisher, as someone who's out there talking and then left, he said, um, that what you need to do as a publisher, someone who's out there, um, talking and building content, all sorts of stuff like that is you have to defend and advocate for your, um, avatar, your prospect, your customer, your people, right? Defend and

advocate. And when he said that, he kind of went through and kept talking. I was like, whoa, slow down. Like, Oh, I was like freaking out. And what's cool is like I watch, like I understand now what like some of the stuff he does. And it like just opened my mind, this huge thing. So he serves entrepreneurs, right? His, he's got a podcast. It's really good. Call them a momentum podcast.

He's got this book called the entrepreneur personality type. Like he's talking to entrepreneurs all the time. And if you watch him, he does such a good job of this. And it's cool because I knew he was doing it, but I didn't know that he was conscious of him doing it. And now I know he's conscious of doing it. Like it's even cooler because now there's a pattern. And when you understand the pattern, you can actually like do something about it. So what he does, he defends entrepreneurs, right? Like you're not wrong. You're okay. You're not different. Like just cause you're different doesn't mean you're broken. Like you're like, it's a superpower. He's defending

his people, which are entrepreneurs. And then he advocates for them. Like, um, go, you have to talk about the, like, like why entrepreneurship's great and why you're special and like boom, boom, on and on. So he defends and he advocates for his dream customer. And what happens when you're defending and you're advocating for those people, those people come to you because you are the protector and the promoter of them. Like, wow, isn't that amazing? So for all of you guys, like, and I've been talking a lot about this a lot in, in recently, it's just like, if you stop thinking about businesses, like what product am I selling and start thinking more about who, what's the customer that I am serving and you get super hyper focused on, this is the customer I'm going to serve to the best of

my ability. And then the question is like, how do I defend and advocate for this person? So they feel protection and they, um, uh, with, within you, what you're doing. And after you know that, then it's like, okay, now I have a direction for all my outbound content for all my Facebook lives, my videos, my podcast, my everything is you are defending and advocating for your avatar, for your dream customer. And when you're defending and you're advocating, those people will be attracted to you. They will come to you and then you can serve them and you can change their life. I was like, oh my gosh, this is amazing. Think about like as a parent, right?

I have these kids and I love my kids. They are amazing. And like my goal, one of my roles as their father is to defend them, to protect them, right? Defend them and then advocate. Talk about how amazing they are, okay? And that's like what you do as a parent, that's what you do as a spouse, that's what you do as like in whatever it is.

And it's like, if you're doing that for your customer, first off, your customers will come to you. Second off, they will share the message and bring others to you as well, okay? And I think that that's one of the biggest reasons why Alex has blown up. You know, when he came to the Pirate School of Mastermind, I was like, hey dude, you should do a podcast. He's like, Oh, everyone told me I shouldn't do

a podcast. I'm like, well, everyone's dumb and they're wrong. Do a podcast. And so he's like, I'm doing it. And what he did then is he used that podcast, that platform to defend and advocate for his dream customers who are entrepreneurs. And because of that, they came and they come in, in, in great numbers. Like he was showing his, his podcast download stats in the last eight months since he launched. And it's huge. Okay. Um, I, I've done this, but not knowingly right now that I'm aware of it, you can better like, like, believe me, you'll see now that I'm aware of the pattern that I will now amplify it like crazy. I'll be focusing more on defending and advocating on my, my customers, my dream customers. Um, now that I'm aware of the pattern, like, I don't know if you guys are like me, but

it's like, I try to identify patterns because as soon as you see the pattern, then you can amplify and magnify the thing that the pattern is doing. So it's like the faster, the better. Um, and so for me, I'm going to start doing that. So for you, now that you're aware of the pattern, now you've got what you need to go and start doing it. So figure it out, become intimate with who is your dream customer and figure out how can I defend and advocate for them and then publish

like crazy. Now I want to share one other thing that was so cool. Um, so we have our partner meeting this week. So, uh, Todd and Ryan flew out here and we just had a fun chance to meet and talk about a whole bunch of cool things. Um, and, uh, John who runs all of our traffic, he, uh, he pulled up some stats to share with us and it was like basically showing, um, in the last six months how much traffic has grown and he was showing the stat and I still remember. So let me rewind back, back when we were focused on like we were email marketers completely enough, like kind of how we did everything before social media and things blew up. Like I remember I would send an email to my list. If we got 5,000 clicks, I was like, that was a good email for that 10,000 clicks. I was like, that's

insane. Right? The 10,000 clicks from email was like amazingly, like that was amazing. So if I could send 10,000 clicks to an offer to a page, um, that was like insanely good. Right now I know I wanted to give you, give you that. So you have contrast of what I'm about to share with you. So John showed us this graph of how much our traffic stats and views and listeners. And so he showed like, you know, on Instagram, on Facebook, on Twitter, on our podcast, on everything, how much stuff's happening, how fast it's grown. And then he had this little chart here on the chart. He showed like the percentage of our daily interactions with our dream customers. And he showed this whole thing. And then he had this little number underneath. The number was like 274,000 something. I was like, Oh, is that how

many, um, is that how many like interactions we had with our customers in the last month? Okay. And he said, no, I'm like, Oh, like what, what was the timeline? He said, that's how much we're averaging per day. I was like, what? He's like, yeah, per day. I'm like, there's no way. That doesn't make any sense. And so he showed me numbers. He's like, okay, here's the podcast. Okay. The podcast gets, I don't remember the number, 15,000 listens a day, right? So boom, there's 15,000 there. Then here's Facebook. On our Facebook ads, we're getting, you have the views, right? So views like at least 10 seconds. So it's like people watch 10 seconds. There's like 30,000 a day that happen there. And then you got Instagram.

Instagram, I get, I don't know, 6,000 or 7,000 views per story. I do like 15 or 20 stories a day. Then you do Twitter and our blog posts and all these things. And it ends up being like 200, like more than a quarter million people a day interacting with the content we're putting out. Is that insane? It ends up being like 200, like more than a quarter million people a day interacting with the content we're putting out. Is that insane? And I'm looking at people, friends I've had that have been doing this for a decade who

are just slowly arriving on emails and they're sending email and trying to get, you know, 500 or a thousand or 10,000 clicks on the email going out. And I'm like, they're, they're missing it. Like that email is still powerful, but man, imagine right now, ClickFunnels is a company. 250 plus thousand people a day are interacting with pieces of content we're putting out there. Like that is power. That's where we're going to go. Now, if you're doing that and you're putting out all this stuff and your job is defending

and advocating and a quarter million people a day are seeing it, imagine how you grow your brand, your company, your culture, and how everything grows. So anyway, I hope it helps you guys. The biggest thing I wanted to take away is defend and advocate. Next thing I want you to take away is like, you guys need to be publishing because now is the cheapest and the easiest has been in the history of the world to get your message out to people. And I think that, um, I think it'll get harder. I don't think it's gonna get easier. I think there'll be more platforms. I think attention will get segmented, but man, if you can control that much attention every single day, like now is the time to dive in and do it, right? Build up your podcast,

listenership, build up your following on Facebook, build up your Twitter, build up your Instagram, like do those things. Because man, like again, my, my old business trying to get 10,000 clicks, you know, an email three or four times a week versus now 250,000 people a day interact with me whether I do anything or, you know, without me doing too much. It's crazy. It's insane. So I think as you go out there and you defend and you advocate for your dream clients, those numbers will amplify. They will share. You know, Alex hasn't done paid ads to grow his podcast, but he's defended and advocated his people and his people share it because his people know other

people just like them. And that's the magic. That's the power. So become a defender and an advocator of your dream customer, of your avatar. Give them a place where they feel protection and a place where you can share their message. And as you do that, they will come to you. The whole, if you build it, they will come. In this situation, it's actually true. So I hope that helps you guys. Appreciate you all. Go defend and advocate for your people. They need you.

And as you do that, you will change their lives, which will change your life. And that's the goal of everything we do here. If you've enjoyed this podcast, please go to iTunes, leave a comment. Please share, like it, let people know. Because I think this is important. And if you have someone in your world who's defending, advocating for you, send them this podcast, let them listen to this episode. So they understand, um, what they are doing for you. And if you are trying to defend, advocate for somebody, send this to them and say, this is my role. This is what I'm gonna do for

you. I'm going to protect you. I'm going to, I'm going to promote you and we're going to change your life. So there you go guys. Appreciate you all. And, uh, hope you have an amazing day. We'll talk soon. Bye bye everybody want more marketing secrets if so then go get your copies of my two best-selling books book number one is called expert secrets and you can get a free copy at expertsecrets.com and book number two is called dot-com secrets and you can get your free copy at dot-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.