The Russell Brunson Show - The Little Known Secret Ingredient To Increase Conversions And Create Your Ads...

Episode Date: October 29, 2018

I don't want to spoil the surprise, but at the end of this I drop a bomb that'll change how you run ads forever. On this episode Russell talks about his experiences with Flip Hacking Live, his startup interview at the Dry Bar Comedy Club and why it's important to get b-roll footage. Here are some of the awesome things he talks about in this episode: What kind of mistakes he made at Justin and Tara Williams event, and what he would do differently. Why if Russell could start over, he would be a specialist rather than a generalist. And why it's so important to have tons of b-roll footage when you are ready to launch your product. So listen here to find out how Russell gets tons of b-roll footage, and why, in some ways, it's better to be a specialist. Transcript - https://marketingsecrets.com/blog/the-little-known-secret-ingredient-to-increase-conversions-and-create-your-ads Learn more about your ad choices. Visit megaphone.fm/adchoices

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, everybody. This is Russell Brunson. I want to welcome you to the Marketing Secrets Podcast. This is a late night drive, and I'm excited to be hanging out with you. 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. Hey everyone, I hope you guys are doing amazing today or tonight. Remember, you're listening to this. It is 11 o'clock at night and I am driving back to my house and I just want to recap the last couple of days of my life because they've been a little bit nuts. So, um, but exciting and hopefully there's some cool lessons that will come for you guys from this. So, um, number one is, uh, last week I had a chance to go speak at Justin Williams, uh, flip hacking live, which is very similar to funnel hacking

live. He may have funnel hacked me and then just changed it from funnel to flip, but I will allow him to do that because he's awesome. So, uh, they did that and I had a chance to go speak to a whole bunch of real estate investors, which is a different audience. Obviously all entrepreneurs I believe can use ClickFunnels. This is a group of people who had never done funnels at all. And like, anyway, it was interesting because I, I took my normal presentation, I tweaked it and modified it a lot to be more, to be better for them. But I still made like some, some like errors in, in what I did. Anyway, it was interesting learning experience. We still sold

well. Um, but like I, I definitely made some mistakes and learned some, some cool things, um, that I would go back. And I think the biggest takeaway from that presentation and for speaking that event, I think would be good for you guys is looking at like how you position your teaching. Like are you a generalist or are you a specialist? You know, it's for me with ClickFunnels and my role in this whole game, I have to be a generalist, right? Like I'm teaching marketing and funnels for all types of businesses. Like there's a lot of my friends who teach like one funnel type, right? They teach just tripwire funnels or just high ticket funnels. And they like go deep on that and they love it. And I envy them cause I'm like, Oh, if I could just do that. Or they're like just teaching funnels

for dental dentists. And they're just teaching funnels for chiropractors, like very specific where they're specialists. And I'm jealous of that. Cause, first off, it's way, like I think it's easier because you can like, it's not like theoretical. Like you can say, this is the actual funnel that works amazingly well. This is the one you should do. This is the ad you should run. This is like, you know, to be a specialist

and you can charge more because of that. Whereas all my teaching has to be like general. It's like, here's this concept and here's how you use it here and here's how you can use it here and here and here and here. And it's like, it's way harder. In fact, I remember when I was starting my career, I remember listening to Dan Kennedy

and somebody asked him one time, like if he was to start his career over from scratching and what would he do different? He said, you know, I'm a generalist. I'm teaching marketing, magnetic marketing, which is his, his thing to like every type of business. He's like, if I was to start over, I would specialize in, in just a certain type of business and focus there. And I was like, whatever, that's dumb. Like I would, I want to teach everybody because it's the greatest thing in the world. And I should have heeded that advice. I'm glad I didn't because it's probably hopefully serving some of you guys, but

man, it's a lot harder to weave in 10 different markets into every presentation I do. And then each market has like 50 sub market. Anyway, it's, it's intense. But that was my, uh, my Cardinal sin I made at, uh, Justin Tara's event is I didn't niche it down to be more specific for them, but not enough. And I didn't, uh, just wanted to call with me ahead of time. And I was like, no, I got to do, I'm good. And I should have done a call cause I would have understood, um, just kind of the better, a better starting point. So the lesson for you, if you're going to sell something to anybody, make sure you get on the phone with the promoter,

the person whose event it is, and pick their brain and really, really, really understand the customer and how to serve them. I've done that in the past. For some reason, I got cocky and arrogant, but I didn't do it this time, and I regret it. I think I ended up closing between,

we did a first session and kind of a repitch, about 20% of the room. I think I should have gotten closer to 30 or 40% had I have customized that presentation better and made it very, very specific. Like, okay, you guys as real estate investors, this is the exact funnel I would use as opposed to what I did was like kind of more general.

Like you could do this or you could do this or you could do this and trying to weave together things in any anyway, so there's a rule. If you are a generalist and you're speaking to a certain market, shift your message into becoming a specialist and you will do way better. If you're picking a market right now, um, specialize. Okay. So then when that event was done, then we jumped in a plane and we flew to, um, to Salt Lake. And then we drove down to Provo because we were putting on our own little show. Um, and, um, so I'm going to tell you what happened and I'm gonna tell you why we did it. Cause I think, in fact, it was funny of our last inner circle

meeting. Um, I was talking to Howard through this big event and I was like, you know, one of my main roles is I want to get a whole bunch of B-roll of a cool location, cool interview I want to get sound bites and sound clips all sorts of stuff, I'm going to look for more B-roll and Brian Burt, who's a super cool guy in the inner circle, he was like Russell, you have the most epic B-roll on planet Earth

the last thing you need in your world is more B-roll I'm like, yeah, we spent like a hundred grand, I don't know how much we spent on this event with the sole purpose of getting more B-roll. And so that should be a lesson for all of you guys. So what we did is we rented out this place called the Dry Bar Comedy Club in Provo. And it's a bar, but it's a dry bar, so there's no alcohol. But it looks really, like, the location's amazing, right?

It's like, there's different sets you can do. There's a stage, and the light, and the ambiance, and it just looks insanely cool. So, like, I saw it. In fact, the backstory, the Harmon Brothers, some of the ambience like just looks insanely cool so like i saw it um in fact the backstory the harman brothers some of the other harman brothers own a company called vid angel if you know that is this an app um on roku that'll edit videos for you right so it makes radar movies like pg and stuff and it's awesome um but then they got in a big fight with disney and all these people a big legal battle so during the legal battles instead of like editing movies they um they started streaming their own content

at the Dry Bar Comedy Club, which was comedians who had to do clean comedy. It was awesome. And so we were watching all this comedy, and what was cool is we started seeing these sets, and I was like, oh, it's such a cool location. I want to do an event somewhere like that. So there's thought number one in my head. Then I was listening to Andrew Warner, who runs the Mix he's the, um, uh, he runs the mixer G podcast and he's like the most fascinating interview you were ever me. Like if you don't listen to mixer G podcast, go and listen to it.

The sole purpose of listening, how Andrew interviews people like it. Ah, so cool. Um, and I'm listening to his interviews and he normally does it, you know, at a studio or set. It's one time he was interviewing some entrepreneur at a camp around a campfire and did this whole interview around a campfire. I was like, oh, I want to be interviewed around a campfire and tell them the ClickFunnels startup story. That'd be so cool. And I was like, wait a minute.

What if we did it at the Drybar Comedy Club? And then it became a thing. I messaged Andrew and next thing we know, six weeks later, we're at the Drybar Comedy Club. And then I'm like, how do we get people there? We got to make it fun. And so then I was like, well, what if we had JP Sears come and do comedy at it? And so I messaged JP and I'm like, what would it take for you to just like make fun of me for, um, 30 minutes before, um,

this interview. So that kind of loosens up the crowd because it's like, I don't know. I thought it'd be, I thought it'd be good. Like sometimes interviews are tough if someone's having success. Cause you're like, Oh, screw that person. I don't have... They're having a ton of success. I was like, it'd be more fun if people make fun of me for a while. Then it's like, I don't know. It's the whole reason why we share our backstory and share the vulnerable moments. If you're vulnerable with people and you share it through the times that you've struggled and you've had the big losses, then when you have the wins, people celebrate with you as

opposed to being annoyed with you, right? And so I was like, let's make fun of me and so that way people will be more likely to have a vested interest in my journey and be interested in this whole ClickFunnels startup story, right? So luckily, JP said yes. So when all was said and done, we had JP come on, make fun of me for probably 30 minutes

and he did some of his stand-up comedy for the next 15, 20 minutes, which was awesome. And then we came up on stage, and Andrew interviewed me for two hours about the ClickFunnels startup story, and it was amazing. I'm sure someday we'll release the footage of it, but we had tons of B-roll, and there's so many sound bites and clips, and it was just super, super awesome. So I wanted to kind of share that with you guys because all the ordeal we went through to be able to get the B roll. Right. And so think about that. Like if you guys are creating content, like you sending podcasting is good, but like, but like getting the B roll is even more important. And I'm going to caveat, I'm going to, I'm going to share more of that here in

a few minutes because it kind of goes to the next level. Right. So that's the drive our comedy club had a great time. It was like really special evening. I loved it. Uh, and I think it was helpful for people. And anyway, it just, for me, it was a, it meant a lot. And, uh, Andrew did an amazing job. JP did an amazing job. My whole team did an amazing job putting together and it was, it was awesome. So then we flew home and like Sunday I got home and then, uh, what's crazy is tomorrow is tomorrow is um Wednesday and I'm flying to Arizona to go and speak for two days on the traffic secrets book which is the book I haven't written yet ah but I had all day Monday all day Tuesday sit down in front of with my brain and a huge white pad of paper and start doodling out all the sketches to teach all the core concepts I wanted

I've been thinking about for last year to put inside expert secrets and like doodling and putting that order and organizing and reorganizing them. And then, you know, I was up all day Monday doing it. And then I got going in at like 9 o'clock at night and I was still stressing. I was still working on it. And then Stephen Larson messaged me. I'm like, what would it take for you to come in to the office? So he came to the office and we

were there. And then I was Instagramming me and Stephen in there, like mapping out things, having tons of fun. And then Dave was about to go to bed at night. And then he went and he checked Insta stories and saw me and Stephen there. in there, like mapping out things, having tons of fun. And like Dave was about to go to bed at night and then he went and he, uh, checked into Insta stories and saw me and Steven there. So he jumped in his car and jumped out of bed, got his clothes on, drove over to the office and we're all sitting there brainstorming and like up till like, and being until two o'clock in the morning, which was lame because I had to lift weights at five 30.

So I had three hours of sleep last night, which reminds me why I'm so tired right now. Anyway, I digress. So I'm telling you this because I spent two days, got all the doodles done, and tomorrow I'm flying out to go present these at a live event. Partially because I'm looking for B-roll footage at the live event to be able to use in the promotional video of the book someday. And then one of the guys that works with us doing video stuff, his name's Blake. He was in town and he saw the Insta stories.

He's like, oh, I wish I would have known. I would have came last night and filmed all the B-roll of you guys mapping this stuff out. And I was like, well, what if we did it tonight? He's like, yes. So where I'm coming from right now is we were back at the office and we spent two hours just filming B-roll of everything we did yesterday. Like literally me redrawing out the drawings I did, me relaying out the drawings, me, um, walking around doing stuff, Blake taking videos from inside the office, outside the office, walking into the office, me like as many different spots in different places. And we spent two full

hours just capturing B-roll to be able to use in a promotional video that we do in two years from now, um, when we start selling the book. Okay. And so why am I sharing this with you guys? Because most of, most, most of us aren't looking at this as the art that it is, right? Like I can have video of me saying, Hey, my new book, Traffic Seekers came out. You should read it. It's awesome. Or I could like capture the process of creating this thing and showing what happened behind

the scenes and how it worked and what we had to go through and the pain and the and like me you know up all night doodling and sketching these things out laying out over the whole floor all these like huge pads of paper and then going to an event and on stage teaching and explaining people and like trying to help them understand it and then sitting down actually writing and you get footage of you actually creating this thing right like documenting yourself documenting the the the journey then someday when you have the sales video journey. Then someday when you have the sales video to sell a thing, like you have all this, this magic, you can go back and you can use. Okay. And so I just want to put out there for you guys to start thinking about that. Like,

as you're doing cool stuff, like don't just capture you making the content, like capture you capturing the content, right? Like get the B roll, get somebody to like, as you're writing your book, like, Hey, can you get a video camera? Just like get some shots of me, like writing this book, get some shots of me working on my perfect webinar, get some shots of me like at the gym, losing weight. Cause I'm going to teach people to lose weight. Like all those things, um, they matter and they matter a lot. If you notice most of the videos we put out nowadays, it's like 98% B-roll, right? And there's like a voiceover storyline talking about something, but the B rolls was, was sucking you in the video and hooking you in, like pulling you from step one, step two, step three, step four, like pulling you through the whole process. And so, um,

anyway, those are the fun things. Um, we spent probably more time, three or four times more on the B roll than we do on the video or the initial thing we're shooting. You know what I mean? And so think about that. Um, yeah, so that's all I got. I know this was kind of a random episode. We talked about, um, flip hacking live, Justin Tara's event, the difference between being a, um, a specialist and a generalist. Um, and if you are a generalist, when you're speaking to special to us, to us market to like flip into specialist mode and like change your message because you'll sell more and you'll serve more. Um, and if you're choosing between being a generalist, a specialist, become a specialist. Don't become the next Russell Brunson funnel builder, next Dan

Kennedy marketing guy, become, become the funnel builder for whatever market, you know what I mean? Like become a specialist. Um, and then we shifted over into the dry bar comedy club uh jp sears andrew warner and then all the stuff we did tonight and the emphasis on capturing the b-roll capturing the story we talk about documenting the journey and you're doing that through podcasts things like that but man if you can get your camera out and like film different pieces even just getting your phone out like film you doing different pieces um that stuff will be valuable someday i promise you that i look back now that my kids are god my twins are turning 13 years old now and we didn't film

we didn't capture much stuff of them right like because we had cameras back then it wasn't as easy i look at now and like i have tons of footage of nora and aiden and stuff like that but the earlier kids we have hardly any footage it's like oh sick to my stomach and i'm so grateful now we're catching all this b-roll of everything we're. Cause like we can go back in the archives and you know, in eight months now when the book launches and be like, Oh, here's all the footage. And when Russell's actually writing the book, like how cool is it to have that? And how many ways can use that in the promotional videos and ads and other things? You know, if, if you're launching your funnel and the last phase is you like creating yourselves a video

and then you're like, Oh, what should we do for we do for ads like uh let's think about an ad then you're missing the point right you you're missing the magic the magic is while you're creating this thing you should be documenting every single piece of that because that becomes your ad that becomes the bureau for the sales that becomes the storyline for all the things you're doing so i hope that helps anyway um i'm gonna go to get some sleep because I am not slept enough, which you can probably tell. Some days my podcast is probably kind of all over the place. Some days I haven't slept, which sounds like it might be today.

So I apologize for that. Hopefully you got some value from this. Appreciate you guys. Thanks for listening. If you did get value, please take a snapshot on your phone right now. Go over to Facebook or Instagram. Tag me so I can see it. And also hashtag marketing secrets, which would be really cool.

I appreciate that. And with that said, thanks so much. And I'll talk to you guys tomorrow. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind-the-scenes reality TV show at www.funnelhacker.tv.