217 - What Happened To TV Is Now Happening To Facebook

MarketingInYourCar - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
good morning all of my fellow marketing
00:03
in your car friends welcome to another
00:06
amazing day welcome to the marketing in
00:09
your car podcast where you can increase
00:12
your traffic conversions and sales in
00:14
just 10 minutes a day and now here’s
00:17
your host Russell Brunson everybody so
00:22
it’s amazing today by 80 degrees which
00:25
is shouldnt betting you said on the news
00:26
bit normally it’s like 60 today but it’s
00:29
not as 80 and it’s beautiful and it’s
00:31
amazing and I love it so you know you
00:34
can’t help but be happy when it’s system
00:35
with its nice out here right okay so
00:38
last night I had wrestling practice have
00:41
not I wrestled for a couple weeks and we
00:44
beat the crap out of each other and
00:45
today my face is filling in my neck is
00:47
fill my back is filling in my arms my
00:49
sides my ribs my fingers like I am Jack
00:52
and I love it I mrs. feeling this is so
00:55
much better than running on a treadmill
00:56
ho shake my hips awesome so last night I
00:59
had practiced we’re talking about just
01:01
some stuff and I mentioned something
01:03
that I thought was kind of cool so I
01:04
wanted to share with you yet so um I
01:07
wanna talk about old media kind of what
01:14
happened and then new media and what is
01:17
happening now cuz it’s really
01:19
interesting so um rewind back on 20
01:24
years ago maybe no I guess damn you know
01:26
last 20 wasn’t him that long ago maybe
01:28
30 years ago anyway whenever TV was
01:31
different before cable there’s to be
01:33
three channels right there was ABC CBS
01:35
and NBC I believe it may be fought cuz i
01:37
don’t want Fox came around but
01:38
additionally was like three channels and
01:40
so if you wanted to get to everybody in
01:43
the world there’s only one of three
01:45
spots you can advertise on right and and
01:48
those who capitalize on made a lot of
01:50
money really really fast in fact I’m the
01:52
first time I met Tony Robbins this is
01:53
kind of story he told me he said hey
01:55
when I got started 30 years ago I think
01:58
there’s only three channels he’s like so
01:59
we just target those three channels it
02:00
was easy we made a ton of money he said
02:02
then what happened is that
02:04
later a few years later then these are
02:07
adding more channels maybe that’s when
02:08
fox news came about PBS and I don’t know
02:11
some the other ones and then also they
02:12
turn into cable the first cable was
02:13
couple channels and turned into a couple
02:15
more now look at the liquor today
02:17
there’s hundreds of channels on cable
02:18
right yet still there’s nothing actually
02:21
good on TV efforts just kind of amazing
02:23
but there’s hundreds and hundreds of
02:25
channels and Tony said that his business
02:27
during this recession took a huge hit
02:29
and mostly was because it was harder to
02:33
get distribution directly to people
02:34
became more expensive him harder came
02:36
more spread out cuz no longer people
02:38
watching three channels there watching
02:39
103 and to buy ads on 103 of our
02:42
networks is really really really really
02:43
expensive and it’s because I they were
02:46
struggling so we started looking for
02:47
other avenues that’s how we how we kind
02:49
of met him a bunch of the internet
02:50
marketing dudes initially met him during
02:52
that part of the journey when he was
02:54
like men this is our distribution
02:56
channel so segmented so fragmented now
02:58
we can’t effectively and efficiently get
03:00
to our to our end audience and it
03:04
changed the whole dynamics of their
03:06
businesses they had they had a shift and
03:07
evolve and get better right and so that
03:10
was like this whole this whole process
03:14
of going from from one or two
03:16
centralized spots or everybody’s I ball
03:18
through out to hundreds of spots and how
03:20
it changed the business world right now
03:22
I was talking to how I similar that is
03:24
today and one cool thing that’s
03:27
interesting the one thing they got
03:28
easier when when channel split is is
03:31
that because all these channels are
03:32
popping up the things became very niche
03:34
niche specific right so like there’s the
03:36
camping channel and then there’s the
03:37
home channel you know homemade you know
03:40
HGTV whatever where they’re building
03:41
homes and fixing rehab and stuff and
03:43
there’s there’s all these different
03:45
channels right and they’re very like
03:46
like nichy and so if you had a niche
03:50
business that was really doing those
03:51
channels became easier cuz now it’s like
03:52
I don’t have to advertise on NBC in
03:54
front of a billion people and and
03:56
hopefully that my might hope but the few
03:58
people who actually care about my
03:59
camping product are gonna see it now you
04:02
can go just the camping channel now
04:03
everyone who’s interested in camping is
04:05
on that one channel right so for niche
04:07
markets it became a lot easier now
04:09
because now you got your captive
04:10
audience all in one spot you can focus
04:12
working on one channel so that was kind
04:13
of big benefit that came from this huge
04:16
break up TVs yeah the Sun is so bright
04:19
like my body wants to sneeze like crazy
04:21
so if I started sneezing I have a
04:23
sneezing attack that’s why all right so
04:26
that’s that’s the offline world right
04:29
what happened and kind of the this the
04:31
things were hard people but also things
04:32
were easier I looked at all mine it was
04:34
kind of similar right a few years ago
04:37
Mark Zuckerberg had a really sweet idea
04:39
if it’s ain’t called Facebook built it
04:41
out first was free for a long time they
04:43
started adding an ad platforms and at
04:45
first it became like the place like
04:46
there was the only place she would go
04:48
you can jump on Facebook bison as he
04:50
became rich like it was just it was
04:51
really that easy because everybody was
04:53
in one centralized spot hey just like
04:56
back in the day with ABC NBC and CBS
04:58
every was in one spot and some Facebook
05:00
was easy and and it was just it just
05:03
worked it what happened is that after
05:06
Facebook few years later also people
05:08
start splitting attention cuz now these
05:10
other so the social network started
05:11
popping up when you get Twitter you get
05:13
pinterest you get you start getting all
05:16
of the video platforms you get periscope
05:18
you those things like that and you and
05:20
then you split again and you’ve got
05:22
snapchat you got I can tell me I think
05:26
of them all but I went from from one
05:28
spot where people are spending all the
05:29
time and energy to all of us and now
05:30
it’s this huge fragmented thing now
05:32
people are are picking their favorite
05:34
platform in there and they’re leaving
05:35
facebook so now everybody’s eyeballs are
05:37
on Facebook 80 hours a day like it used
05:39
to be now it’s hey I spend my time on
05:42
snapchat this is we gotta find me and
05:44
then other people on pinterest and their
05:46
people are different spots and so what’s
05:47
happened is it us as marketers is used
05:49
to be I kids can get really good at
05:50
facebook ads now it’s like no no you
05:51
good at Facebook and Pinterest and
05:53
snapchat and Twitter and YouTube and
05:57
like where everybody’s eyeballs are
05:58
going right and so there’s kind of
06:02
positives and negatives of that very
06:05
similar to positive negatives of the TV
06:07
world but before I explain those things
06:09
I am at my little man’s parent-teacher
06:11
conference and I’m pulling in the
06:13
parking lot so what I’m gonna do I’m
06:15
gonna pause this right now I’m gonna go
06:17
find out how smart my little son is
06:19
getting report cards and then I will be
06:22
back the rest of my drive back to the
06:24
office to discuss
06:25
this little more details all back a
06:27
little guys will talk soon all right
06:29
everybody I’m back in case you are
06:31
wondering Aiden past kindergarten his
06:36
preschool this pretty school parent
06:38
conferences he’s a genius he cuts
06:40
straight lines he draws great pictures
06:42
he can count to ten all by himself he’s
06:47
amazing so it was fun they have like
06:48
pictures from like a year started and
06:51
then now and you can see the difference
06:53
of how far he’s progressed on like
06:55
alphabet numbers pictures cut up
06:58
coloring cutting drawing pictures
07:01
himself anyway it was awesome so there
07:04
you go my son’s a genius which is cool
07:07
uh all right so where do we leave off I
07:09
think I left off talking about how
07:13
online media is starting to be
07:15
fragmented just like the offline world
07:16
was it happened way faster by the way
07:19
and we had three channels on the on TV
07:21
for decades and you know Facebook cata
07:24
had a year to year run before and
07:26
twittering these other start popping up
07:28
everywhere and splitting splitting
07:30
attention and so tensions going all
07:32
sorts other places so with that comes a
07:33
couple things first off it gets harder
07:35
right like how is someone like me or you
07:38
who’s like for small entrepreneurs we’ve
07:40
got a little team and we are trying to
07:42
effectively market on 30 different
07:44
platforms like it’s hard and not you
07:47
know least with the with the TV age was
07:49
like okay it’s 30 platforms but
07:50
basically you call up your ad guy you
07:51
stay here on my hat over here and over
07:53
here over here with with what we got to
07:55
do like every platforms different right
07:56
like summer keyword folks I’m an
07:57
interest focus summer you know the way
08:01
it’s the way you run the ads and what
08:02
you design the eyes are all different
08:03
you can’t on the same commercial on 30
08:04
channels you got to write image ads for
08:06
hearing video ads for here in 13 seconds
08:08
or 15 second videos here but longer
08:10
videos over here and and then each
08:12
platforms got multiple ways you can
08:14
advertise to you got you know pre-roll
08:16
videos poster old text video it it’s
08:19
hard right there’s a huge segmentation
08:21
splitting of attention and for us to be
08:24
effectively being all of them it’s it’s
08:25
almost impossible so what do you do it’s
08:29
a good question right like what should
08:31
you do a couple things I would I would
08:32
notice first off is notice I talked
08:36
about within the TV world that
08:38
it got easier when you focus more on an
08:40
it tries if you if you were selling
08:42
camping gear you could go to the camping
08:43
channel and like your target demographic
08:45
was there on which is which is cool and
08:49
so it’s easier so the same thing is here
08:51
like you gotta rise even though there’s
08:52
30 different platforms like your
08:54
audience isn’t on all of them and even
08:55
if they are at all doesn’t mean you have
08:56
to be in all of them like I always tell
08:59
people I gotta learn initially one
09:00
platform that you know your audience is
09:02
on and become a master of that ok so if
09:05
I no camping channels r everyone’s at
09:06
that’s one folks I know if I don’t for
09:07
me all my people are on pinterest i’m
09:09
gonna focus there and master that one
09:10
thing if I know they’re all on Instagram
09:12
or I’ve know they’re all in snapchat
09:13
like wherever your your people are like
09:16
that’s the platform to pick just like
09:17
the camping channel right we’re gonna
09:19
pick that one or two becoming the best
09:21
at that and focus on that and start
09:24
pulling out customers from there and and
09:28
really become good at it and then after
09:30
you’ve mastered not while you’re
09:31
mastering this is a key after you’ve
09:34
mastered it then go and pick the next
09:36
channel and then you can add on another
09:37
one another one but you don’t and
09:39
shouldn’t be in 30 different things just
09:41
it’s too hard it’s it’s it’s a you’re
09:43
watering down all your efforts where’s
09:45
you can focus on one and perfect it it
09:48
becomes it becomes better so those are
09:51
some of my observations and thoughts
09:53
today that’s all kind of interesting and
09:56
I hope that that helps you guys to kind
09:58
of look at that and say okay you know
10:00
this is this is being fragmented I
10:02
understand that now and I can’t be
10:03
everywhere at once because I will run
10:05
out of money and time and energy and my
10:06
messages so delude like I gotta pick one
10:08
and take the one that your markets that
10:10
because everyone’s markets different my
10:13
markets not on pinterest but I’ve got
10:14
other friends who make tons of money on
10:16
pinterest my market they my about
10:18
Instagram out and I’m figure district
10:19
yet but other markets I got friends
10:21
making a million bucks a year hundreds
10:22
and off Instagram and and so it’s just
10:25
you got to figure out like where are
10:26
your people actually at how are they
10:28
consuming content and then you got to be
10:30
there but you not to be in every single
10:32
platform that’s the mistake that some of
10:36
you were making and they’re spending
10:38
money on so many different things and
10:39
it’s really like you can you can you can
10:42
mine a lot of gold out of one out of one
10:44
well and so figure out where that’s at
10:46
and dig deeper and deeper and deeper its
10:49
kind of focus there and eventually like
10:51
especially depending on the platform
10:52
you’re going to run out of space right I
10:54
some platforms are smaller you know some
10:57
TV channels have not much readership
10:59
viewership civ enchi you’re gonna your
11:00
tap out where everyone’s seen your
11:01
messaging you add fatigue and it’s just
11:03
not going to do as well and that point
11:05
you change the message or you or doubts
11:08
when you add a second channel or second
11:10
distribution channel to kind of focus on
11:12
but that’s more it’s more powerful
11:14
strategy go deep and try to mine all
11:16
that gold out of that channel as opposed
11:18
to you know trying to effectively be in
11:21
30 or 40 or 50 different channels and
11:23
and hopefully they dabble in all of them
11:25
I’d always rather go deep in one section
11:27
then dabble in a lot so that’s it for
11:29
today you guys i’m heading in the office
11:31
i got some exciting things happening so
11:33
exciting and i’m sure i’ll be sharing
11:36
those UTIs over the next a little while
11:37
but I just wanted to kind of drop some
11:39
of those thoughts on you guys and yeah
11:41
that’s what I got have an amazing day
11:43
and i’ll talk to you guys all again soon
11:45
hey everyone this russell brunson again
11:48
i wanna thank you for listening to mark
11:50
in your car and i want to make sure
11:51
you’re plugging into everything that
11:52
we’re doing on a daily basis and so make
11:55
sure that every morning you’re plugging
11:56
into the marking your car training if
11:57
you want a marketing your car calm you
11:59
can do in the email list and make sure
12:00
your email notifications the new
12:01
episodes come out you can also get links
12:03
to all the transcripts of every single
12:05
show we’ve done in the past but then
12:07
every night well not every night but
12:08
most every night I also do a periscope
12:11
show called the marketing quickie show
12:13
and it’s really fun you can go to
12:16
periscope and search my name Russell
12:18
Brunson and subscribe and every single
12:19
night you’ll get a notification will
12:21
kind of trip on your phone you’ll have
12:22
me jump on there and give you kind of
12:24
the end of the day thoughts and ideas
12:26
and marketing strategy when playing with
12:27
during the day or maybe even an say n or
12:31
you should go to marketing quickie show
12:33
calm and over there you subscribe you
12:35
can see past episodes you can read the
12:36
transcripts and you have a bunch of fun
12:38
so thanks so much for being faithful
12:39
listeners again register and marketing
12:42
in your car calm and also marketing
12:44
quickie show calm

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

How We Took ClickFunnels From ZERO To Over $100,000,000 In Sales In Just 3 Short Years.

Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.