274 - The Switch Vs. The Stack

MarketingInYourCar - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:01
welcome to marketing your car the
00:04
podcast for funnel hackers everywhere
00:05
you’re now part of a small group of
00:07
underground entrepreneurs who are trying
00:09
to change the world through the products
00:10
and the services that we believe in but
00:12
because we don’t rely on venture
00:13
capitalists we don’t have financial
00:15
safety net so we had to do things
00:16
differently we have to do things smarter
00:18
we do that through an art and a science
00:20
we call funnel hacking but this podcast
00:23
will give you a glimpse at the daily
00:24
life of a funnel hacker so let’s get
00:26
started hey everyone this russell
00:32
brunson welcome to marketing your desk
00:33
yes i am not in the car right now but i
00:37
just i gotta show this with somebody and
00:40
everyone’s asleep so you guys get it all
00:43
right so work on the book and it’s funny
00:46
to read in a book like so cool like i
00:49
recommend everyone writing a book least
00:50
once your life because it forces you
00:52
look at what you do through so many
00:53
different lenses and angles and like so
00:56
she Freddie good books and people to do
00:57
write a book like I mean probably
00:59
writing a book like like for me when I’m
01:01
writing this book I want it to go down
01:03
in the histories of time you like come
01:05
see your spokes the same way like and
01:07
like I wanted to be evergreen and then
01:10
and I want it to like when I die I want
01:12
bill to reading bag ding I goes to my
01:14
kids today I’m like to how cool would be
01:15
something that I’m dead and then like
01:17
you start you actually read my book
01:18
should probably who knows what they’ll
01:20
be marketing guys or not but you read it
01:21
and you’re like whoa my dad was actually
01:24
awesome that’s the goal right so I’m
01:26
working this book and it’s so to have
01:28
the final draft by today and going back
01:29
through so deep maybe I’m on page 50
01:31
have 250 so not getting done today no
01:34
way on earth but it’s okay because it’s
01:36
like in fact bow and just came up like
01:37
dad girl named page 50 supposed to be
01:39
done today he’s like he’s scared I was
01:41
like no it’s more important that the
01:42
book is amazing than the books done on
01:45
time so there you go anyway okay so okay
01:48
here’s ready this is so excited and some
01:51
of us be out of context for some of you
01:53
guys who I’m having to geeking out with
01:54
me the whole time I’m on this journey
01:56
recently some of you guys this will be
01:58
just the next step that next layer right
02:01
so one of the things I’m talking a lot
02:03
about inner circle i think i’ve talked
02:04
about bunch of this podcast as well is
02:06
like the difference between an
02:10
improvement offer and a new opportunity
02:12
right if you want to build
02:13
movement you cannot not only mass movies
02:17
wanna make money flatout improvement
02:19
offers a horrible right in the analogy I
02:21
keep using in the book here is like if
02:23
you got a Volvo like there’s two things
02:24
you do why don’t you can sell people
02:25
like how to make mobile bet or those
02:27
paint it let’s get the dents out let’s
02:28
make the engine run better or I think
02:32
people want that no they want to do car
02:33
right that’s a new opportunity so it’s
02:35
like they don’t offer people ways to
02:38
make them better like if they admit that
02:40
there that they could they if you’re
02:43
selling like I’m going to show you how
02:44
to become better I just by the nature
02:45
them giving you money they’re admitting
02:48
that they failed like so it’s a huge
02:50
hurdle right and then it’s like never
02:52
inspiring something exciting just kind
02:54
like oh yeah this is a little bit better
02:55
and so like the the goals like always
02:58
position we do as a new opportunity
03:00
right so been geeking out like talk
03:02
about a new opportunity an opportunity
03:03
and everyone’s like been asked how do I
03:05
position when I cells no opportunity and
03:07
like it’s a good question so inner
03:10
circle blast you know two or three weeks
03:12
we talked a lot about this in a lot of
03:13
depth and detailed everyone and I’m
03:15
thinking about them and writing about in
03:16
like fact I spent three hours the other
03:19
day trying to explain this in three
03:21
hours I got one page ring which is why
03:23
these books never gonna be done but if
03:25
it ever does get better hopefully that
03:26
page will be amazing for you guys it’s
03:28
anyway so tonight I had another big I
03:31
had not a big breakthrough so how do you
03:33
position your new opportunity and and I
03:35
have initially had like 10 different
03:37
ways I sort of wooden am I know these
03:39
two are the same its kind of same it
03:40
finally we all broke down to it there
03:43
are only two ways to position your new
03:45
opportunity okay so this is where it
03:47
gets good you guys ready so the first
03:49
way is what I’ve written down here I’m
03:54
calling an opportunity switch and the
03:57
second way is called an opportunity
03:58
stack okay and then I’m going to Rico
04:03
paragraphs how about that so says while
04:04
there are a lot of ways to structure
04:05
improvement offers there are only two
04:07
ways that we can position the new
04:08
opportunity there’s an opportunity
04:10
switch or an opportunity stack but first
04:13
you understand that when anyone runs
04:14
into your new opportunity for the very
04:16
first time they are you looking to
04:17
change from whatever opportunity they’ve
04:19
been currently using to try to get what
04:20
they want or they’re looking for ways to
04:22
get more from their current opportunity
04:24
okay
04:26
opportunities like 10 times and I’m what
04:28
if I can i might clean that up a little
04:30
bit but regardless right the gist of it
04:33
is like they when they come to you like
04:35
you know the first time like they’ve
04:37
been trying to lose weight let’s say
04:38
that’s that’s the vehicle they’re going
04:39
into tiny lose weight and so like
04:41
they’re looking around like they tried
04:42
other things you’re not the first
04:43
typically right or try to be more
04:45
happier get more money or whatever their
04:46
thing is right you know the first
04:48
they’re currently in an opportunity
04:50
there in a vehicle they’re driving on
04:51
doing something and they see yours right
04:53
and so when they see there’s new one or
04:55
two things ones like do my cars awesome
04:57
and they’re like I need you know I want
05:01
more from this or that I hate my car in
05:02
need a new car right and so it says
05:04
regardless which these people you’re
05:05
talking to the answer for for them is
05:07
your new opportunity but you need to
05:08
present it differently based on its
05:09
looking for change or if looking for the
05:11
same okay so the first opportunity
05:12
switch okay so opportunity switch is
05:14
like hey you’re currently doing this but
05:16
I’m you shift and do this instead right
05:19
so this comes back to you drive in Volvo
05:22
when your AK your Volvo sucks so you do
05:24
not present an improvement offer which
05:26
is leading paint or whatever you ship
05:28
them over say look your vocal sucks
05:29
we’re selling your new car where sonia
05:31
ferrari whatever that new opportunity is
05:32
right because that’s an opportunity to
05:35
switch okay so if your weight loss
05:37
market like hey you’re in the Atkins
05:38
diet I can cite sucks we’re switching
05:40
you over here to the bowl proof diet or
05:41
river that is okay you’re shifting the
05:43
opportunity for whatever they’re doing
05:44
currently to get their end result to
05:47
what is you want them to do right well
05:49
the second thing is opportunity stacks
05:50
like they already have an opportunity
05:52
and they’re loving it but you’re saying
05:54
look I’m not trying to get rid of this
05:55
opportunity trying to give you that
05:57
you’re stacking on top of it right so
05:59
let’s just say your internet marketer
06:02
and your loving internet marketing be
06:03
like like I want to invest my wealth so
06:06
like I’m stacking keiko am I gonna take
06:07
me keeping it into marketing but we’re
06:09
gonna take some memory and put into real
06:10
estate right I just stacked an
06:12
opportunity that’s kind of example it’s
06:17
me like if you got a Volvo alright sweet
06:18
like your Volvo cool keep driving at the
06:20
office every single day but on the
06:21
weekends you need a Ferrari so we sell
06:22
you a Ferrari right it’s a stacking of
06:24
opportunities so I’m doing those when I
06:26
was like so sure what that whole section
06:28
the book on cool okay so that’s that
06:30
like breaks them down to it to think to
06:32
wreck in my position this as an
06:33
opportunity switch or opportunity stack
06:35
now almost every offer it’s really easy
06:38
to see how this
06:39
an opportunity switch that’s easy then
06:40
like the opportunity stacks are harder
06:42
some things like I’ve like everything
06:45
can be positioned as an opportunity to
06:47
switch almost but some things can be a
06:52
stack that makes if that makes sense
06:53
like it’s harder so I thinking like
06:55
Jewish people do not realize I was like
06:57
holy crap as I actual is Perry off mic
06:59
I’m gonna be completely transparent like
07:00
this book is an opportunity switch it’s
07:03
the front end I’m bringing people and
07:05
read this book and my goal of the book
07:06
is to give you an opportunity switch I
07:08
want to switch you to my book if you
07:09
don’t know is called expert secrets I
07:11
kept shifting you I’m trying to give you
07:12
this opportunity switch from like
07:14
whatever you do is your network
07:15
marketing you’re in real estate you’re
07:16
an employee like whatever it is you’re
07:18
doing I want to switch you out the
07:19
opportunity to this expert career right
07:22
or make you an expert so there’s the
07:23
switch then after they’ve switched and
07:26
I’ve got then then I start doing the
07:28
bolt on opportunity stacks so then now
07:31
you say have an expert cool have next
07:33
opportunity for you it’s clickfunnels
07:34
I’m going to stack that okay then you
07:36
get click funnels and like hey the next
07:37
thing you need is called funnel sorts
07:39
going to stack that then it’s fill your
07:40
funnel I’m going to stack that in this
07:41
clip from certified start stacking and
07:43
this becomes the value ladder like I’m
07:45
looking my if you guys could see my
07:46
image here it’ll be in the book kind of
07:48
sketched out some it’ll be in the book
07:49
don’t worry but the front says
07:51
opportunities it’s kind of value on
07:52
front so the opportunity switch it’s got
07:53
a picture of expert secrets book then
07:55
the size of the opportunity stack and
07:57
it’s got a little value ladder taking
07:59
people up and each rung in my value
08:01
ladder is the stack so I’m stacking
08:02
stacking stacking all the way up isn’t
08:05
that crazy you’ve always asked me
08:07
aggressive when I build my value line
08:08
where should I start but the front the
08:09
back the middle and now in olean I
08:11
didn’t never knew the answer before but
08:13
the answer is you start your value
08:15
ladder wherever the opportunities which
08:17
happens someone comes to initially you
08:19
that’s your first job is to do the
08:20
switch now that switched them now then
08:23
your value later now you do opportunity
08:24
stacks now you’re stacking on these
08:27
opportunities crap I don’t let me to any
08:30
sense to you guys but like I’m freaking
08:32
out right now this is like it’s it just
08:35
opened my mind to so much coolness that
08:38
it was there so may I hope that you got
08:41
a little bit of that if not read the
08:42
book what it comes out with it um that’s
08:45
the key guys like you lead with an
08:47
opportunity to switch now after they’ve
08:50
switched then the rest of your value
08:52
ladder becomes our
08:53
stacks that’s why Allah people build for
08:56
five webinars and I go only one webinar
08:58
works and that’s the reason why is
09:00
because like like for the most part all
09:04
of your marketing efforts and on like
09:06
paid efforts we focus on one thing to
09:08
switch if they switch then all the
09:11
things you’re selling that to that
09:12
current audience that’s the transition
09:13
from some cold market to warm market the
09:16
hot market right there cold they come in
09:18
and go to switch they get they get warm
09:20
and then from the switch is they get hot
09:22
then you send them up the value ladder
09:23
holy crap it’s just so cool so freaking
09:27
cool absorbs it anyway um I can’t away
09:31
for spoke to be done you guys you’re all
09:32
gonna love it so awesome so that’s all I
09:34
got so what’s your opportunity switch
09:37
think about it people are coming to you
09:39
they’re already driving some vehicles
09:42
already doing something to try to get
09:43
the end goal that they want but they’re
09:45
probably not happy so you gotta come in
09:47
yet say look dude you’ve oval drive
09:49
anywhere you want to go but you’re
09:50
miserable time to get out come over here
09:51
I got a Ferrari I got a Lambo I got a
09:54
whatever you got a Jeep never your
09:56
opportunity is bring into your
09:58
opportunity opportunity switch now
10:00
they’ve switched and focus on
10:01
opportunity stacking holy crap
10:03
game-changing stuff this book’s
10:06
literally going to re-read change how
10:10
selling is done i think least really
10:12
read the rest people won’t even know and
10:13
all you guys and me and who all geeked
10:15
out on this and we’ll just take over the
10:17
world to be awesome so appreciate y’all
10:19
thanks for listening let me get back to
10:20
work I will talk to guess I’ll get in
10:22
very soon bye everybody
10:25
thanks so much for listening we hope you
10:28
enjoyed the behind-the-scenes look at
10:29
our funnel hacking project you can also
10:31
watch the funnel hacker online reality
10:33
show and watch us build and launch
10:34
funnels live at WWF LOL hacker TV if you
10:39
like to come hang out with your fellow
10:40
funnel hackers come join our facebook
10:41
group at ww project click funnels com oh
10:44
yeah and don’t forget you can get a free
10:46
mp3 player with first 257 episodes
10:49
pre-loaded at marketing in your car calm
10:52
join us next time and remember you’re
10:54
just one funnel away from your dreams

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.