The Russell Brunson Show - The Framework + The Four Secret Steps

Episode Date: August 14, 2019

The framework I use to build frameworks; and create content, courses and products. On this episode Russell gives an amazing run through how to teach with a framework of four simple steps. Here are some of the awesome things in this episode: What it means to teach a framework. What the difference is between strategy and tactic. And why a webinar only has three steps instead of four, and which step you skip. So listen here to find out how to teach effectively. Transcript - https://marketingsecrets.com/blog/232-the-framework-the-four-secret-steps 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, and supply. AirTransat. Travel moves us. What's up, everybody? This is Russell Brunson.

Welcome back to the Marketing Secrets Podcast. Today, I'm on my kid's Segway, driving around in a circle in front of my yard. And it's a beautiful day, and I keep going around in circles thinking about life and things. And I thought, I got an idea I'm going to share with everybody today. So I hope you don't mind. But with that said, I'm going to be talking to you guys about, um, a pattern to help create better content, better courses, better products, and, um, or I'll make you a little more prolific and make people stick around to listen to you over and over and over and over again. So it's a cute theme song. I'll be right back. 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. So my wife and I had this amazing experience last week to go out to Stacey and Paul's Relationship Breakthrough Retreat in New Jersey, which is fun because I served my mission for my church in New Jersey. So I lived there for two years and it's the first time I've really been back since then. So it's kind of fun to go to Jersey.

Um, but even more fun to go to an event as an attendee. So I sat there and, uh, there, uh, Stacey and Paul, if you know them, they spoke of funnel hacking live. Uh, Stacey was on stage twice there and, um, just someone who we met two years ago. She joined my inner circle and it's been so much fun watching their growth and, um, and I love what they teach, what they do. And I wanted to go to help strengthen my relationship with my wife, with my kids, with my employees, with people around me.

And it was amazing. So anyway, that was awesome. And as I was sitting there, I was watching them teach. And it was fun because I know how I teach. Everyone's got different teaching styles, but I was watching some of the similarities and some things they do the same as me, some things they do different. But one thing that was like the core foundation that um they do that i do that i think most great teachers do is that

um they each have their own framework right and so st paul had their framework for how to you know what demand relationship is how to break that and their framework for masculine and feminine and their framework for all these different things and you know their their course was teaching these different frameworks they kind of created and And, um, which is very similar to, to me, you know, like you look at the.com secrets book, it's a whole bunch of different frameworks, right? Every framework for me has a doodle cause I'm a doodler. And so it's like, here's the framework, here's the doodle. I teach off the doodle. Um, you know, and all the books that I've written that way, that most of the trainings I do that way in the courses and like all this stuff is

usually always based off of a framework. And, um, for any of you guys who are creating info products or courses or teaching or anything, I'm curious, like, do you have your own framework? If not, like that's, there's the big sign. Like you have to have a framework. Like what's your unique proprietary way you teach something? And so framework can be anything. You know, St. St. Paul's usually like the five step system to blah. And mine's always like, here's the doodle.

Let me explain it. And I explain all the different pieces of the doodle until you have this, this visual picture. And what's nice when you have a framework, people can then take that framework and it locks into their brain. Right? So for me, if you look at any of the doodles in my books, if you've read the books and I've explained the framework, you look at it and you're like, Oh yeah, that's the framework. That's the secret formula. There's the perfect webinar. There's the, um, you know, the heroes to journeys, like all the different frameworks I teach all for me are doodles. They don't have to be doodles, but that's why I do my frameworks. Right? And so a framework is there. I remember

man, two years ago, I was at this little, this little mastermind meeting and Brendan Bouchard was there. And, um, and Brendan was teaching his seven day launch strategy and he was drawn up on the, the, the whiteboard as he's explaining it. And he goes, come, he's coming back to it. And I remember he said something, he said, he said, said you're the framework your framework's your savior like you you have your framework you're teaching if you get stuck you look back the framework like oh yeah this is where i left off this is where i left off and it's interesting like for me i can i can teach you know a two minute youtube video on any of my frameworks like i'll teach a two-hour event or two-day seminar on any of my frameworks right it's just how much detail do i go into it like here's the doodle iodle. I'm like, can you explain it real quick? Boom, you got it. Or let me explain

step number one and let me tell you a story and let me go deeper into the story and then let me show you examples. And like, you know, and so you can go deeper and deeper and deeper into a framework. So it's nice when you have a framework and someone's like, Hey, you got a 10 minute presentation. Can you do it? I'm like, yes. Or like, Hey, I need to do a two day event on this. Can you do it? Yes. The answer is yes both times because I just take the framework and then how deep you elaborate is the only difference. I learned that actually when I was, I remember, where was it? Oh, it was before I went on my mission to New Jersey.

I had a teacher. He talked about like, how do you actually give a talk in church? Like in my church, in the Church of Jesus Christ of Latter-day Saints, the members, there's no pastor that gets paid to speak, right? So every single week they pick someone else from the congregation, like, hey, you're teaching this week on faith or on Christ or on whatever, right? And so you got to get up there. So he taught us like you just make the same thing.

He's like, you make a framework and the framework is like, here's the four things I'm going to talk about, the six things or the eight things or whatever, right? And then you just teach it. And if you've got three minutes, then you just teach it really fast. If you've got 30 minutes, then you just fill in stories and examples. But the framework stays the same. And so that concept of framework is huge. That's the first step here is having this framework. other day, I was like, how do I teach my frameworks? And I'm probably doing right now. Um, it's one of the things that you do it for so long, it becomes, um, becomes just the habit of how you speak. And so, um, I was trying to like sit down and like reverse engineer, like, how do I do it? Like, how do I, you know, a lot of this stuff didn't come for me from reading from a book, right?

It came from like me standing on stage for the last 15 years, teaching concepts over and over and over again. And the first few times, nobody understanding and then getting a little bit better and a little better. And like just the tweaks and changes that happen as you keep getting better at becoming a teacher. Um, he was funny. That reminds me of, um, I'm not sure if he has no Rachel Hollis, but she's, um, she's awesome. She's like the, the biggest social influencer in the world right now. You know, her books are selling like crazy and she's awesome. I had a chance to hang out with them in Puerto Rico a little while ago. Um, but what's cool is that, uh, Clint and I went and watched their, um, they have a

documentary called, I think it's called built for more. And, uh, and in the documentary she showed her, you know, the, the 10 years before she became Rachel Hollis speaking and she's in front of stage with note cards, nervously looking at note cards and she's talking like, you know, nice here on stage and she's up there with 75,000 women jumping and screaming and you know, she's, she's in her zone. But it started with her nervously looking at note cards, right? For me, it was the same thing. It was me awkwardly in my shirt and tie and my glasses and my shaved head standing in front of people, trying to get them to understand the concepts, explaining them over and over and over and

figuring out new ways to tell a story, new ways to do it, new ways to do it. Um, until the point I am right now. And I'm not saying I'm at the end all be all. I'm sure I will continue to evolve and grow as I keep playing this game and keep having fun teaching and educating and coaching. But as I was sitting down this weekend during Stacey and Paul's event, I was trying to think through, like, how do I teach concepts? And I remember writing, and I wrote down these things. I said, okay, the first step is the framework. Here's the framework of what we're going to be teaching, right?

Like I just explained. And the second step is I tell a story. What's, here's the framework of what we're going to be teaching, right? Like I just explained. And the second step is, is I tell a story. What's the story? And the story is how did I discover this piece of the framework? That's the initial story. Okay. Um, what I see people do, um, mistake that they'd say a lot of times, like a separate one is this and they start teaching it, right? The problem is if you just teach a concept, people are like, oh, cool. And they don't value the concept enough yet, right? And so for you, you've got to take them on a journey like, let me tell you what I had to go through to get this nugget for you, right? And I always tell the story of how I got there, right?

In fact, this podcast, I wasn't trying to do this consciously, but how did I leave this podcast? I told you there's a story of my mission and understanding frameworks and how I went through the whole journey of how I understood this concept of framework, right? And by me taking on this journey of what I had to go through, the pains I had to go through to discover and learn this key, then all of a sudden you're like, oh my gosh, now I value the thing that will come next. If you don't tell the origin story of how you learned the thing, people just don't value it. They're like, oh yeah, of course, that's the thing. You need a framework, Russell. That makes sense. No, you missed it. You heard me say it, but you missed it because I didn't build up the value in the journey. I had to go to discover this before I gave it to you. I tell the story, build up the value, and now I'm like, boom, here's this, this nugget. Right? And the nugget is a

framework. The nugget is whatever, whatever your thing is, the first step of your framework. Right? Okay. Then the next phase, then you move into, um, the strategy. Okay. So the strategy, the easy way to remember this is this is the what, so what is it? Okay. Let me tell you the what. So I explained the what, and I tried to paint this picture of like, this is what it is, right? So I paint this beautiful picture and you're like, Oh cool. That is, that is awesome. Right? So you have the strategy, the what you understand. Okay. This is what it is. Then the third step now is you shift from, from strategy of the what to this is now the tactical, how do you do it? Okay. So it so teach the concept of here's this thing called a framework now you're saying oh cool i need a framework now let me tell you how and walk you

through the tactical step number which is holy crap this is so weird literally i'm doing right now i'm walking through a four-step tactical process so i teach the strategy okay so i tell ah this is so cool this is like a dream inside of a dream i wasn't planning on doing this but this is so cool so you tell the story of the pain you went through to discover the thing. Then you share the what it is, the strategy, right? Then you go into the how, which is the tactical step-by-step thing, which we're doing right now, right? So number three is you're telling the tactical step-by-step. So this is how you do it, right? So the difference between strategy and tactics. Strategy is what is it? Tactical is how do you do it? Okay, so I'm telling you how to do it.

And then the third and the last step then is then to show examples to create belief. So now I explained it. I'm like, let me show you guys some examples. So for example, Stacy and Paul, you know, with their framework, they have this really cool framework that is called Demanded Relationship,

which is the core foundation of their entire company. And so when they got up there, they started talking about marriage and relationships and the problem, what's wrong, and they go through this whole concept called Demand Relationship, and the problem is they shared that, and everyone's like, oh my gosh, that's what I'm doing.

I have this problem with Demand Relationship, and they get it, right? They have that aha, and then from there they share the rest of their framework, which is like, this is the opposite of Demand Relationship. This is how we heal it. And so that's the four-step strategy of how you do it. Step number one, you tell the origin of their framework, which is like, this is the opposite of demand relationship. This is how we heal it. And so that's the four step strategy of how you do it. Step number one, you tell the origin story about how you discovered the thing.

Number two, you share the what, the strategy of what it is. Number three, you show the tactical how to of how it is. And number four, then you show examples of other people doing this in real life so they can see and be like, oh my gosh, this is so cool. And it makes sense. It solidifies in their mind. They've seen other people doing it and now they believe it and then they can actually believe that they can do it themselves.

It's funny, if you look at the One Funnel Away Challenge, you know, a lot of the, oh, it's crazy on a macro and a micro. If you look at the macro level, like week number one is belief week, right? Which is me telling the stories of how I discovered this stuff. Week number two then is the next week we talk about the how and then week three we go into the what, which is the actual building the funnel, and then week number four. Anyway, it's crazy. So from a macro, like the four weeks of the One Funnel Away Challenge goes through this process. Then the micro, each of the training is the same

way, right? Initially, I do the first training, which we always tell people is the strategy, but really it's me telling the story about how I figured out the strategy, and I share the strategy. And then Julie Stoyan comes in with videos showing the tactical, here's how to do step one, step two, step three. And then Steven comes in to break the beliefs, share the story about how I figured out the strategy, and then I share the strategy. And then Julie Storian comes in with videos showing the tactical, here's how to do step one, step two, step three. And then Steven comes in to break the beliefs, share the story, share the examples, and push people to the next level. And so, dang, it works.

So, anyway, that one gets me excited. I'm gonna do a whole, I should do a whole training. This could become a whole book, see? So now I can take that four-step framework I just gave you guys, and that could become a book, it could become a course, it could become a training, it could become a webinar, it could become a whole book, see? So now I can take that four-step framework I just gave you guys, and that can become a book, it can become a course, it can become a training, it can become a webinar,

it can become a YouTube video, it can become all those things. One kind of interesting side note, if you look at how the perfect webinar, how that framework is scripted, when you do a webinar and you're selling somebody, you tell the origin stories, right? That's step one.

You tell the strategy of what they need to do. But you skip the third step, which is here's how you do it. Whatever you're selling is typically the third step. I remember when I was doing the first Perfect Webinar event, teaching that concept to everybody. And a bunch of people in the room were getting stuck on it. And they were getting stuck like, you know, Russell, you said don't teach, but you're teaching here. And I was like, you don't understand, you teach, I didn't know how to answer it.

And Caitlin Poland, who'd been killing it with the perfect webinar, I think she was at that time like $10 million in sales from a perfect webinar, selling like a $150 product. She was like, no, you don't understand, on the webinar, you teach the what, your product teaches the how. So your webinar teaches the strategy, your course teaches the how to do it, right? And so it's like that part of the framework's left out and that's what drives them because they see, oh my gosh, I get it, I need a funnel,

I need a framework, I need a whatever the thing is. But it's like, ah, how do I do it? I don't know how to do it. They didn't tell me. I need to give them money to invest in the course to be able to learn how to actually do it. So I want to give that as a framework for a lot of reasons. Number one is like it's super useful. Number two, I use it in podcasts. I use it in trainings, using videos.

We use it in courses. We use it so many different places. And so for a lot of you guys, I have the question I get a lot of times is like, Hey, if I'm creating a course, like, what do I say? What do I teach? Do I just teach it? And it's like, ah, kind of, yes. Take a step back. Step one, build out your framework. Step two, teach a strategy. Step three, teach the tactical. Step four, show the examples to build the belief. Like if each of your modules in your course have that, that is an amazing course.

If each of your chapters in your book have that, that will become an amazing book. If each of the videos you post on YouTube have that framework, it'll become amazing, right? It's just the framework that works. So anyway, I hope that helps you guys. That's all I got. I'm going to go in and go play with my kids because it's Saturday and I think the battery

on the little Segway is dying now. So I hope this one helps you guys. If you love it, you got something from it, please take a screenshot of this. Post it on Facebook, social media, Instagram, wherever you post your stuff. Tag me, uh, and, uh, and use hashtag marketing secrets. I'd love to see those comments. It's really fun seeing those pop up in my feeds and I do read all of them.

So if you tag me, it'll show up in my feed and I'll see it. So this is your time to have an audience with me for me to listen to exactly what you want me to say. That's basically the only way people can get through me nowadays because I basically shut off all other sources of communication because there's too many people trying to communicate with me. So that's the best way. Show up in my feed and do that by taking a picture,

tagging me and leaving a comment about what it was you got, the value you got. And I appreciate that. So thanks, everybody. And with that said, I'll talk to you all soon. Bye, everybody. Would you like to see behind the scenes of what we're actually doing each day to grow our company?

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