The Russell Brunson Show - Your Secret Framework

Episode Date: June 12, 2019

The process I use to write books, create courses, teach seminars, and to grow Clickfunnels. On this episode Russell takes a break from his family vacation on Lake Powell to talk about why having a framework is so important. Here are some of the amazing things you will hear in today's episode: What a framework is and how it can help you teach a concept in just an hour or even a three day event. How having a framework can help you figure out what it is you are teaching or selling. And why a framework is how Clickfunnels beats its competitors. So listen here to find out how Russell uses frameworks in his business. Transcript - https://marketingsecrets.com/blog/214-your-secret-framework 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. What's up, everybody? This is Russell Brunson.

Welcome back to the Marketing Secrets Podcast. This episode, I am streaming to you from my family vacation as I am walking around the beach here at Lake Powell. 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 answer. My name is Russell Brunson and welcome to Marketing Secrets.

Hey everybody, welcome back. Alright, hope you guys are all having a great summertime right now. I'm sure that summer, if you're listening live and if you're listening replay, it could be the middle of winter for you right now. But just imagine being on a beach, like 100 degree weather, boating, jet skiing, uh, you know, tubing, uh, water skiing, knee boarding, just all this stuff. That's what's happening here. And we're having a good time with the family. Um, but for the guys who know me, you also know that I struggle at vacations, um, because my mind is like going crazy, wanting to move forward and have momentum.

And the vacation is literally the opposite of momentum. It's like, let's stop everything and just sit and be. And it's good for me. It's good for everybody. But it's definitely hard for most entrepreneurial minds. And so if you are struggling on vacation, maybe you're listening to this during your vacation. I see you. I understand you.

I get it. But anyway, I'm enjoying my family. They're the coolest anyway, my kids are fun ages we've got teenagers who I want to beat up some days I've got little kids who I love and I've got little, little kids who just won't sleep

and so, you know, you get a little bit of all those things but they're so cool and it's just fun to be able to have summer with them, you know, I don't think I have too many more before my twin boys are gone, and then they all start leaving again. So crazy to even think about. But I'm here, and I'm trying to focus on the family between the breaks.

I'm reading books. I'm reading Dave Goggins' book right now, which is so good if you want a book to pump you up about life and about everything. I'm also writing the Traffic Seekers book right now, which is so good if you want a book to pump you up about life and about everything. I'm also writing the Traffic Seekers book right now, which is fun as well. And as I'm writing the Traffic Seekers book, I'm kind of noticing something cool. And I wanted, that's what I want to jump on and share with you right now. And it's something that, I don't know if I, like, I don't know, no one ever sat down and taught me this, but I kind of picked up along the way and started doing it.

People would point it out to me and I was like, Oh, that's fascinating. Um, so instead of you guys trying to figure it out, I'm just going to give you a shortcut and tell you what I, what people point out to me. Um, it's really cool. So as I'm writing the traffic secrets book, if you look at how I do it, like each chapter I sit down and I'm like, I don't sit like I don't call this, but in my head I'm thinking like, what's the framework for this chapter? For me it's a doodle.

Like what's the doodle that explains this whole chapter, right? So I sit down and I look at this paper and I keep thinking until I sit there trying to do it loud in the image. It's like, okay, this is the concept I want to illustrate during this chapter. So do a lot of this image. And then I sit down and I write the chapter. And, uh, what I'm doing is I'm creating the framework for that chapter. Right. Um, and then, um, saving through the.com seekers book, right? Like people love that book. And I didn't think it wasn't conscious thought at the time, but I was doing these images and explaining the doodles.

And that's kind of what the whole dot com secrets book was expert secrets. I was taking this framework, which was my perfect webinar. And, um, and you know, I've said did a lot more than that. I talked about a lot of other things in the book, but half the book is basically the perfect webinar framework and me going through it and going through it slide by slide by slide and explaining the whole concept. It's funny, like probably two years ago, I was at a little small mastermind group with Brendan Bouchard, and he was teaching this concept he called the seven day launch, which he actually taught at Fun Hockey Live this year. So for those of you guys who were there, you had a chance to see this.

But he stood up and he drew this diagram and he started teaching from it. And I remember as he was teaching, he'd talk about something for a while and come back to the diagram, talk about the next step of it. And, you know, he'd kind of go back and forth, back and forth. And people were asking questions

and I think somebody apologized. Like, oh, I'm sorry, I didn't mean to throw you off. And he said, no, no, no. He's like, you all know this. He's like, as a teacher, he's like, your framework is your savior. He's like, your framework, you always come back to the framework.

He's like, I can take this framework and I can teach it in five minutes. I can take this framework and I can teach it in three hours. I just have to have the framework that is the whole thing. And remember when he said that, I was like, oh my gosh, how cool is that? Because I can do the same thing with my perfect webinar framework. I can sit down and I can explain it in five minutes to somebody. Or I can do a three-day event teaching it because, you know, how deep in detail,

stories you want to go to reinforce parts of the framework. But the framework's the same. It doesn't deviate. It doesn't change. I'm working right now also on this event I'm doing for the families inside of Tucomo Club X coaching program. It's called the Unlock the Secrets event. That's something right now.

I'm building out frameworks for each session. This session, this is the framework I want to teach. I'm going to explain. It's a build-out framework. Then I come back and I'm going to teach those, those pieces of it. And so, um, anyway, it's just, it's, it's fun and it makes it easier to teach. Now framework for me, usually are my doodles. You guys have all seen those before if you follow me at all, but other people, it's different things, but there's some kind of framework that guides your teaching. And so, um, essentially if someone asked me,

do you want to speak at Savannah? I'm like, what do you want to talk on? They're like, uh, this topic. And I think, okay, I'll sit down and on the flight over, I'll doodle out a framework of how I would explain that topic. And then I come and I'm like, here's the framework. I stand in front and I can teach it for an hour, I can teach it for three hours. I can do the whole event for three days if I needed to because the framework is your savior. You keep coming back to that thing and you get stuck or whatever, you're just plugging

in stories and examples and case studies into that framework. And so anyway, that's kind of the concept. So the reason I want to share with you guys today is because I know a lot of you guys, especially those who are in the info business, you're trying to figure out how to teach your stuff. And I think a lot of times we learn, we say a bunch of things and we're trying to teach it back and we're like, ah, this is hard trying to create a course or write a book or whatever. It's difficult. And so what I would recommend doing is you got to create a framework, right? Like sit down and say, okay, module one or chapter one or day one or event, you know, session one or whatever it is.

Like, what's the concept I want to teach? And, and trying to like, again, it doesn't have to be doodle like mine, but some kind of sketch or some kind of mind map or something that's, here's the framework of this, of this session. And that becomes the framework. And then all you're doing is you go back and you teach that. And then you're looking at your, okay, do I have a, do I have a story for this session of the framework? I have a story for this. So I have an example for this. And then you start plugging in those details and that's how you build this full, beautiful,

amazing, amazing tapestry that becomes your, you know, whatever it is you're, you're teaching. And, um, and, uh, so that's the first thing. Second thing I'd say is after you create this framework and typically my frameworks aren't like, here's Russell off the top of the head, off the top of his head, right? It's like me, I've studied, you know, a thousand people. And from there, like, you don't want to talk about perfect webinar. I try, I try to give credit for everything I learned. Like I learned this piece from this so-and-so and this piece and this piece and this piece

and this, like, but from that I created this, this framework. That's my framework I use. I'm going to give you the framework and I'm going to call it something. I call this framework, the perfect webinar. Right. And now I give it a name now it's mine okay so for you same thing as like as you're becoming a creator again you i never steal something from anybody else like that's bad right um especially if you're if you're what they say if you're if you're quoting one source you're stealing if you quote a bunch of sources called

research so it's like that's like like take all your life experiences, all the people you learned stuff from and combine that into your own framework, your own system, your own thing you can teach people. Give it a name. This is my perfect webinar. This is my whatever, right? You give it the name

and now it becomes your own. And then like I always say, always give credit where credit's due. I try to always give credit from everybody I learned each of the pieces from and that will go a lot longer than you will ever ever imagine um so make sure you do that as well so anyway um that's kind of what i share with you guys is is that concept because it's making it makes all the content creation i

do easy and simple and possible it makes it easy for people to remember and recall like oh yeah here's a framework and they can like recall the stories and imagery and the concepts you taught very, very fast and very rapidly. Whereas if you step in and just start teaching from an outline, um, it gets really hard for people to, to recall, to remember, to retain, to use because there's no framework. And so, um, all of your teaching, all of your coaching, all of your stuff should be built off of that exact framework. And you may be thinking, well, Russell, I'm selling physical products. I don't have a framework. I would say that you should make one, right, I'm selling physical products. I don't have a framework. I would say, then you should make one, right? People are buying physical products

because they want a result, right? So I would come back and say, okay, what's the result they're looking for and what's the framework? My product is a piece of that framework, right? ClickFunnels is the piece of the framework for the result you guys are trying to get, right? You guys are trying to make more money,

have more impact. And so the actual product I sell, which is ClickFunnels, is a piece of that framework. There's all these ancillary things around it to make the experience more full and it gives me something to teach and to talk and to train and to coach on which now makes our company flourish right it always makes me laugh and people are like well this will work for my type of business russell kind of blah i always always smile because like literally um you know, five years ago, everyone told me like,

listen, work for a software business. And then we proved it. And they're like, well, it works for software, but no other business. I'm like, are you kidding me? Probably wants to create an e-commerce company or a food company or, you know, become a chiropractor or something just so I can like prove like this literally works in every model, every everything. You just have to like think outside the box.

So anyway, whatever it is you are doing, look think outside the box. So, um, anyway, whatever it is you are doing, look at it, plug it in, create, create your framework. Remember what you do is probably a piece of that framework, but all the stuff around it is what makes you special. So it'll make people drive past 30 other chiropractors to get to you or, you know, fly past 14 other financial planners to fly to your city to work with you because you have the full framework, not just the one thing, right? It's the reason why people use ClickFunnels versus any of our competitors because we have a piece, but we have the whole framework around it that gives you education, the training,

the systems, and everything. It makes everything else possible. So anyway, that's all I got for today. I hope you guys are having a great vacation, great summer. I'm going to head back, go have lunch with my kids and then try to focus on being present as a father. And, um, I appreciate you guys letting me have this little release because I need that. I need to think and create and produce and publish and put out so I can get back to, um, to being a normal human once again. So my entrepreneurial mind has been

stimulated. Thank you for the conversation. I appreciate you all. Have an amazing day. I'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? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.