The Russell Brunson Show - The What And How

Episode Date: May 22, 2017

The secret from going from zero to a million dollars is all about identifying what it is you're selling and how you're selling it. On this episode Russell talks about being able to have the "What" you're selling and "How" you're selling it, to be able to go from $0 to $1 million. Here are some of the awesome things Russell talks about in today's episode: Why you need to be doing a webinar weekly that you can tweak and change to be able to figure out what you should be selling and how you should be selling it. How to use your creativity as an entrepreneur to change things to what your customers want. And why once you have figured out the "what" and "how", making a million dollars will be fast and easy. So listen below to find out why figuring out the "what" to sell and "how" to sell it can take you from 1 to 7 figures a year. Transcript - https://marketingsecrets.com/blog/the-what-and-how 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 apply. AirTransat. Travel moves us. So the big question is this.

How are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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 answer. My name is Russell Brunson and welcome to Marketing Secrets. What's up everybody? This is Russell Brunson and I welcome you guys to Marketing Secrets. I hope you guys have an amazing day today. It's beautiful out here. I came out this morning

and I heard birds chirping. I just chased some ducks around and having a good time. So it hit me a little bit of a cold too so I apologize if my nose sounds a little funny. But today's an exciting day because we have a FAT event, which means I think we have 40 people coming to this event. And so probably two-thirds of them are Inner Circle members, which is just always fun for me. And a third of them are people who have come in, who signed up at the Funnel Hiking event. All of our events are called the same thing, Funnel Hiking Live.

Anyway, so Funnel Hiking Live. It's going to be a fun three days. The first FAT event, I did the whole thing myself. This time we're transitioning, I'll be doing about about a third of it, a little more than a third of it, and Steven's gonna be doing the rest. It's gonna be kind of fun to see him start taking the reins on this thing

and start running with it. As I'm working on some other cool things. So, it's, anyway, I'm just excited for this week. It's gonna be a fun one. We also are making, so a couple other things, Funnel Hacking, Funnel Hacker TV is going live this week. We've been doing the Behind the Scenes show for six episodes.

Today's episode number seven will come out. Wednesday episode number eight will come out. And then Thursday we're gonna be doing the grand big opening for the big show, which is kinda cool. So, Kevin, who's been doing the behind the scenes show, is actually gonna be in Boise today. He's coming to the FAT event,

so I had a chance to meet him, which is really cool. And then Brandon Fisher, who's done Thumb Hacker TV, excuse me, he's finishing up a bunch of episodes, and so we're gonna start a launch now this week, which will be cool. Because we've got another book launch, which means, you know, the pros and the cons, like it's been fun because we're selling a lot of books and week, which will be cool. Because we just got the book launch, which means the pros and the cons. It's been fun because we're selling a lot of books and doing stuff, but it's also kind

of annoying because you're always selling stuff. So next few months, we're just going to give back and just going to be giving cool content. We also figured out last week this really cool way to put together the Russell Brunson blog, plus the Marketing Secrets podcast that you're hanging out with me right now, as well as, as well as, what's the third piece of this? Oh, it'll be Funnel Hacker TV. So come probably in a day or so

if you go to any of those domains, russellbrunson.com, funnelhacker.tv, or marketingsecrets.com, you'll see that all three blogs kind of hook together, all on their own different journeys, and it's going to be cool that way.

It'll be faster for you guys to come in. After you discover me and find stuff to come back, and they'll start diving deep into all the different things that we're publishing. So really excited for that. And I don't even know what the best thing to share with you guys is this morning. There's so many cool things that we could talk about.

This last week has been just so cool. I'm getting pulled into some really cool things and grateful for it. I'm sure I'll be sharing and documenting a lot of the process with you guys here over the next few weeks, which is pretty cool. So I think the coolest thing to talk about today is, I talked about this last week during, so we did the big product launch, we spent the first three, four weeks launching the book, sold, I think we're at 56,000 copies of the book now, 54,000, something like that, which is insanely cool, and at the end of it

we did this cool seven day launch, where I basically got up on stage, and I taught for three days, three hours a day for three days, so nine hours. And it was kind of cool because it was, as soon as you finish a book and you send it to the printer, it's like, or the publisher, it's like done, out of your hands, you can't like jack with it

or mess with it anymore. And there's other things I wanted to add to it looking back now, I'm like, ah dang it, I wish I would've done this, and you know, you know how it is. But I wasn't allowed to, I wasn't able to. And so, it was kinda cool, because the three days was like,

I got a chance to teach the stuff that I wish, that was in the book, but I wanted to go deeper on, or stuff like that. So the master class was cool, but we kinda modeled Brendan Bouchard's seven day launch. And so, basically each day we'd show it, and then it would be up for 24 hours and we'd pull it down. We'd show the next one, pull it down,

show the next one, pull it down, and then in the middle it made an offer. And so we launched our two karma club coaching, which was really, really cool. And so a lot of those. And then we closed it down last night at midnight. Actually I passed out so I woke up some morning and shut it down.

But I'm kind of glad I passed out because we made an extra like, I don't know, a lot from the time I passed like, I'll wake up some morning and shut it down. But I'm kind of glad I passed out because we made an extra, I don't know, a lot from the time I passed out, the time that, when I was supposed to shut down, and the time I shut down early this morning. So it was pretty cool. I hope you guys watched that process. One of the things I talked about in there,

and I've shared a lot with Inner Circle members as well, was just what's the process, like what are the phases in a business, right? It's interesting like, I read books before that talk about this, but more from like a business standpoint, so like how to go from zero to a million, million to 10, 10 to 50, 50 to 100. And they always talk about like management teams

and who you hire and all that kind of stuff, which is all good, but I'm more interested from a marketing standpoint because it changes as well. It's like, what are those different phases? How do they go? And so it was kind of cool. I taught that, and so I showed, like, you know, zero to seven figures a year

is all about, like, it's all about, like, figuring out what it is you're selling and how you're selling it, which is funny because most businesses never make past a million bucks a year. It's because they don't know what they're selling or how they're selling it. Which is funny because most businesses never make it past a million bucks a year. It's because they don't know what they're selling or how they're selling it. Or they know what they're selling,

but they don't know what their customers want. So I call this the what and how phase. What is it you're selling and how are you selling it? And during this time, for you as an entrepreneur, it's essentially you're being creative. You're being creative by making different things and ideas and products and businesses and offers. And you're doing a lot of stuff until you figure it out.

And as soon as you figure it out, one of the things, the products and businesses and offers, you'll be doing a lot of stuff until you figure it out. And as soon as you figure it out, I also make one of the things, the products and businesses and offers, you'll be doing a lot of them. One of them will hit, and it's like, ah, this is what people want, sweet, I got the what and how. I know exactly what they want, I know how to sell it. And then from there, that's what I always tell our people,

focus on creating a webinar to sell your product, and then you just keep doing it week in and week out. And then at that time, you're shifting the product, shifting the service, you're making change, change, change, you know, whatever it is. And then as soon as you figure it out, boom and then you just keep doing it week in and week out. And then at that time, you're shifting the product, shifting the service, you're making change, change, change, you know, whatever it is. And then as you figure that out, boom, then you can start scaling it, and then you transition to phase number two,

which is going from million to 10 million. And during this time, it's funny because I was always, I think I always fought this phase because of my fear of, like I had so much fun to create and the creative part of creating businesses and offers and things like that and I was afraid I was gonna lose that if I started focusing on one business it's funny we're taking a lot of entrepreneurs see the fear subconsciously or consciously who knows right all that I feared that and since I realized it was like wait a minute no I

it's a creativity switch up switching my creativity from watching new businesses and offers to this is my business now I figure out what and soon as I realized it, I was like, wait a minute, no, it's a creativity switch. I'm switching my creativity from launching new businesses and offers to this is my business now. I figured out the what and how. Now I'm gonna be focusing on how I can use my creativity to make new offers, bring people in, or how can I sell people on the back end. And here we really focus on the three phases

to grow a business like acquisition funnels, ascension funnels, and monetization funnels. And that's kinda next phase. And the third phase, after you got that figured out, is you're shifting your creativity from new offers to shifting your creativity to traffic. And it's been fun, because that's kinda where I'm at. In fact, last week we had a whole meeting

with our traffic team, and I told them, I'm like, this is now, my focus is here. It's like, we have enough offers, we have enough, all the pieces are in place now for our company, you know. And we're racing to seven, eight, nine, to nine figures a year. Sprinklers are coming on. I hope I don't get soaked. For those who are listening, I'm outside in my backyard.

You can see all the birds chirping. Anyway, so I'm transitioning my focus to the traffic side. The cool thing about the traffic side is it doesn't take you, the entrepreneur, as much. The creativity in the businesses and offers is entrepreneur-driven. The creativity in front-end offers and back-end offers is usually entrepreneur-driven. Creativity in traffic a lot of times

can be driven by other people, which is kind of cool. So for me, I'm excited. I'm transitioning to this phase where hopefully I'll be able to take the foot off the creative gas and focus on the traffic stuff. But anyway, I guess what I really wanted to share with you guys today is because I went through this again last week, we launched the Two Comic Club coaching,

which we shut down this morning. And we shut down just the coaching piece of it, did just shy of a million, but with rebuilds, we'll be past a million. And it's cool because I figured out the what and how, but I did it over a four day period of time. A lot of people spend years, two years, three years. So we launched, so we started doing it,

and part of it, like you feel, so I did the seven day launch, right? And I'm doing the training and it's working, I can feel it, like okay, it's good. Number two, I did the training, but then I actually did the webinar, and as I did the, I did a webinar, because I teach, it's kind of a cool thing.

I was teaching a webinar, so I showed a webinar, right? And the webinar happened to be pitching the thing I was going to be selling at the end of this thing. So people got to watch me pitch them. And as I was doing it, I could, like, instantly, as I'm doing it, I can feel, I don't know about you, but I can feel, like, ah, I did this wrong. There's parts of me I did wrong. So I was super aware of that. So the next day, I came back, and I, like, had this cool opportunity to kind of, to reteach, or like to show what I did in the webinar.

And because I was aware, I was like, these are the parts I messed up on, this is why I should have been different, if I didn't want to do it in the future, so I would have tweaked things, I kind of walked the audience through that, and I was able to go back through my clothes again, as I'm showing, teaching them how to do clothes,

and kind of re-close people. And that day sales started going crazy, so I was like, cool cool I figured out the the how I'm kind of figuring out the what and then the how um and then that day after we got done I was like wait a minute I think my pricing's wrong on this like there's something weird in my gut like I just like it was weird because I got done with the presentations I wasn't tired but I kind of felt like like bummed out because I was like I didn't quite do it right. And so the third day after the whole thing was done, we sat there for like an hour.

We were talking about pricing and things like that. And all of a sudden I shifted and I was like, yes, this is the right pricing strategy. So we shifted it. And it doesn't really matter for you. I could go into the details of the pricing strategy, but that's less important. As much as important of like,

as I was doing this offer live in front of everybody for four, five, or six then when we had urgency and scarcity, it's about six days from beginning to end. The whole time on the fly, I was shifting things. We shifted the presentation, shifted the offer, shifted the price point, shifted like, we got shift, shift, shift. Also, it was like, we found a sweet spot. It's like, yes, this is it.

And then it started just going crazy. And so what I'm telling everybody, what I'm telling you is like, do a webinar a week, every single week, and every single week you're making shifts and changes is because it's not saying like, do the exact same webinar every single week without changing it. It's like, no, do it, and then you're like, okay, what was wrong?

What was my pricing wrong? What was this wrong? And you're shifting, shifting, and keep over and over and over again. And what'll happen is that typically for most people, the first time it's taken three or four weeks, maybe a month, maybe two months of shifting and changing, shifting and changing until boom, you hit it. You figure out, boom, this is the how and wow.

This is the what and how. Since you figure out the what and how, then boom, it just blows up, right? But we're able to do that live in a six-day period of time because we're getting traffic, we're doing stuff that's happening, we're able to shift things faster. I think the better you get, the faster you get at really identifying and figuring out the wow, the, I keep saying wow and how, the what and how, what you're selling and how you're selling it. Because I honestly think as soon as you figure out those two things, like what are you selling

and how are you selling it, the what and how, I think a million dollars is fast and easy and simple. But most people never get past that. And so it comes down to you throwing an offer out there, trying it, fails, trying, fails, trying to do a little better, trying, boom, fails trying a little better trying boom boom keep doing doing do it all of a sudden boom it hits and then you hit the the right what now and we got that then it just takes off so anyway hope that helps you guys because it's happened me this weekend and we did it and we shifted things in the middle of creation

and that's how we're able to close out the week so strong. So anyway, there you go, guys. The what and the how. Figure that out. What are you selling, and how are you selling it? If you focus on that. And you know when you hit it, because you'll be able to almost instantly scale to a million bucks, honestly.

That's how you know when you hit it. And as soon as you figure that out, and you hit a million, then you transition to the next phase. But for a lot of you guys, that's the phase you're in right now. So let's think about that. Think about what are you selling, how are you selling it?

Because let's say you figure out the right product, you're on the right selling mechanism, then you're screwed, right? It comes down to really identifying what you're selling, and then how, sometimes you have a really good selling mechanism. I have a webinar, it converts, my product sucks, nobody, it's not growing, like you're confused,

it's not growing, why can't I scale these things? Because you got the wrong product, you got the right selling system, it's the wrong product, so you gotta fix those things. Anyway, that's all I got you guys, with that said, I'm gonna go in and get ready for the day, FAT event's starting, I'm gonna go wake up my kids, I'm excited, appreciate you all,

and we'll talk to you guys all again soon. Bye everybody. Would you like to see behind the scenes of what we're actually doing each day to grow our company? Appreciate you all, and we'll talk to you guys all again soon. Bye, everybody.