301 - Secrets From The $100k Meeting - Part 2 of 3

MarketingInYourCar - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
[Music]
00:01
welcome to marketing your car the
00:04
podcast for funnel hackers everywhere
00:05
you are 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 nets so we have 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
00:30
hey everyone this Russell welcome back
00:32
to episode 301 a mark in your car we
00:35
made it past the 300 mark hope you guys
00:37
had a good time now with that said I’m
00:38
still walking my office book still not
00:39
done I’m still allowed to hang out with
00:41
you guys so my punishment is I get to go
00:43
back into the office but was that said
00:45
I’m gonna leave you guys with some more
00:47
magic some more gold and so this is
00:50
gonna be part two of my presentation at
00:52
the hundred K group I hope you guys
00:54
enjoy part one kind of eavesdropping and
00:56
listening in behind the scenes and this
00:58
is day two so check it out and again if
01:00
you have some value please let people
01:01
know about the podcast and give us a
01:03
rating and review and iTunes I’d be
01:05
sweet that said I’ll talk to you guys
01:07
again tomorrow my next book I’m working
01:08
on now is called expert secrets and it’s
01:13
it’s really about building a cult to be
01:15
completely honest I don’t well we call
01:17
it cult sure and if you get from my
01:19
inner circle West we had big things
01:20
about hey I build a cult term so and so
01:25
like as I was preparing for this book I
01:27
start studying like I got super deep
01:29
into cults like I understand how they
01:30
work and why they working and so I mean
01:32
all the amazing books on Kol dynamics
01:35
and you know just totally geeked out on
01:36
after looking a whole bunch of things
01:38
I’m like what’s the pattern and so the
01:39
pattern I found for every single cult is
01:41
this three things number one every
01:43
single cult has an attractive character
01:46
a charismatic leader wherever you want
01:47
to call it right typically most you guys
01:48
that’s you in the business there’s
01:49
somebody who’s like the leading leading
01:52
the March right and it’s interesting as
01:57
I’ll go through these this is true for
01:59
like negative cults and positive cults
02:01
it’s that same for Hitler as it was for
02:03
Christ like it’s the exact same for
02:05
Hillary is try get like it’s fast let me
02:07
start looking at it every mass movement
02:11
across
02:12
follows this exact same pattern so
02:14
number one is the attractive character
02:15
number two is they’re bringing their
02:17
people into like a future cause mission
02:19
like this is where we’re going this is
02:21
the plan this is what’s happening that’s
02:23
number two but I think I want spend the
02:26
most time on because this is this is the
02:27
key to to everything is they always
02:31
offer people a new opportunity okay when
02:35
Christ came what was new opportunity
02:37
offered he said look we been doing law
02:39
Moses we always kind of think that’s
02:40
gone away no longer get to the animal
02:42
sacrifices now we’re switching over to
02:43
you come to me with a broken heart a
02:45
contrite spirit it’s different okay
02:46
Hitler came okay this is the like World
02:49
War one like Germany all suppression all
02:51
these kind of things that look we’re not
02:53
gonna try that I’m not gonna help you
02:54
guys to solve this issue and pay our
02:56
debts off like we’re gonna freakin take
02:57
this thing over work it this new
02:58
opportunity new Germany is new
03:00
opportunity what most of us are doing is
03:05
we create products we call these in our
03:09
in my world to call them or products
03:10
products will make you better smart or
03:12
happier faster that’s the worst possible
03:15
thing you could do okay we also always
03:17
improvement offers improvement same
03:24
thing improvement offers or ER offers if
03:28
you are selling an improvement offer to
03:31
somebody I’m gonna help you to improve
03:32
what are the what are the things that
03:35
they have to admit before they give you
03:36
money that they suck at what they’re
03:39
doing for me to give you money I have to
03:40
admit that I failed that’s it
03:42
okay improvement offers are the worst
03:45
possible things on earth and if your
03:48
products like yeah it might probably
03:49
makes you smarter it makes you stronger
03:50
it makes you faster it makes you better
03:52
it makes you happier makes you satyr it
03:54
makes you if you can tie an ER to it
03:56
that’s why your business sucks like to
03:58
be completely honest okay this is the
04:00
biggest problem most people have is that
04:01
how many guys right now looking like
04:03
crap I have an improvement offer I’m
04:04
gonna become better right that’s the
04:07
biggest problem people do not want to
04:09
get better okay Perry belts are assuming
04:11
this he said he said 2% of the world it
04:14
has ambition so 2% of the world wants to
04:17
become better 90% of world do not want
04:19
to come better so as soon as you
04:20
position you what you’re selling is an
04:22
improvement offer 90% of the world just
04:24
left like you’ve lost 90 up senior
04:26
market instantly now you’re selling the
04:27
2 percent who actually want to become
04:28
better wait harder to do ok if you want
04:32
to get a mass movement you want to build
04:33
a cult
04:34
share of people that give you money it
04:37
comes down to this it’s it’s creating a
04:39
new opportunity that’s what people want
04:41
everyone wants a new opportunity ok so
04:44
the question goes like well how do I
04:45
create new opportunity and so I was
04:47
looking like all the different
04:48
opportunities we looked at and new
04:52
opportunity and they’re basically all
04:58
new opportunities can be broken down
05:00
into one of two things number one they
05:03
call the opportunity switch number 2 is
05:09
an opportunity stack the most your
05:13
offers the good news is typically I
05:14
don’t to change their whole product you
05:15
have to change the positioning of that
05:17
product ok if I come to people say look
05:20
this is the current opportunity that you
05:21
are living your world under I’m not
05:24
gonna help you make that better because
05:25
it sucks and then and it’s it’s it’s
05:27
painful like the other thing about
05:29
improvement offers is most of them in
05:31
doing that their whole life and they’ve
05:33
tried to give it a try to give it a try
05:34
together so in their mind they associate
05:36
pain with becoming better at that thing
05:38
this is out for a new opportunity they
05:40
have no idea of what that means there’s
05:43
no preconceived notions there’s no idea
05:45
of pain it’s just like wow this is a new
05:47
thing ok the reason why this did so well
05:49
I didn’t say hey this is a way to lose
05:51
more weight so look this is a whole new
05:54
opportunity no longer do you have to
05:56
work out hard to get your body in the
05:58
state to burn fat you take this thing it
06:00
tastes like candy you mix it in water
06:01
you stir it up you drink it and your
06:03
body’s in the fat-burning state
06:04
instantly this is a whole new
06:05
opportunity
06:06
boom 100 million bucks right it’s all
06:08
about it’s all about that like like
06:10
opportunity switching or opportunity
06:13
stacking so some people so I would look
06:16
at this as like an opportunity switch is
06:19
like hey you’re driving a Volvo I’m
06:21
gonna put you in a Ferrari
06:22
ok I’m switching your opportunity here’s
06:24
like okay you got a vole vole you love
06:26
it
06:26
but on the weekends you need a nice car
06:28
so I’m gonna stack I’m gonna it’s an
06:29
opportunity stack I’m gonna sell you a
06:31
Ferrari so now you’ve got both of those
06:32
ok and then the opposite of all these is
06:36
obviously the improvement offer
06:37
this is a yes a Perry Belcher so if you
06:41
want to hear how Perry explains this so
06:46
Perry was explaining the first time her
06:49
didn’t talk about this was like he was
06:50
talking about from like for Mike a
06:51
marriage standpoint right you’re in your
06:53
marriage you’re not happy you got three
06:54
options number one you can improve you
06:56
go to counseling yeah so much fun right
06:59
so much pain right number two you get a
07:02
new wife number three you sleep with the
07:05
secretary and you just have an
07:06
opportunity right like that’s like these
07:08
are easy things people to go to this is
07:10
pain this is hard this is why people do
07:12
not want this okay and so if you’re
07:15
structuring you’re like this yesterday
07:16
look at me let me step back how do I
07:17
change what I’m selling to this if I can
07:20
figure out how am I take it like what’s
07:21
the opportunity they’re currently in
07:22
that I’m trying to move them to okay if
07:25
you look at the good offers okay if you
07:27
look at it I was in weight loss now I
07:29
eat probiotics like this is a whole new
07:30
opportunity understand this because your
07:32
guts all jacked up like this is the new
07:33
opportunity holy crap like you know I
07:36
don’t have to run and lose weight all
07:37
these things I’ve tried in the past I
07:38
could try this new thing like that’s the
07:40
key so how do you structural yourselves
07:42
new opportunity that’s the key like to
07:44
really understand that it really gets
07:45
clear like what are they currently doing
07:47
to because people have this desire
07:50
that’s why they came to you right they
07:51
have something they’re currently doing
07:53
and that to get that need met so you
07:55
look at that like here’s the need
07:56
they’re trying to get met through some
07:58
vehicle what’s the vehicle they’re
07:59
currently using now I need to get them
08:00
out of that vehicle into my vehicles can
08:02
help to meet that same desire okay so I
08:04
become crystal clear like this is how
08:07
they try to meet their desire this is
08:08
the vehicle or the opportunity that
08:10
currently in I’m getting them to switch
08:11
out of that to this one I think that’s
08:14
the way to rephrase is rethink through
08:16
your brain of how how to structure what
08:18
you’re doing does that make sense and
08:19
and then see they’re giving me an
08:21
opportunity switch like you’re getting
08:22
out of this vehicle moving to this one
08:24
or hey you’re currently doing something
08:28
that’s good I’m not gonna make it better
08:29
but we’re gonna stack a different
08:31
opportunity on top of it so this might
08:32
be you’ve got a gym right now so I’ve
08:35
got a buddy that does he comes into gyms
08:38
and adds on a whole new marketing system
08:39
so you already have a gym you already
08:40
doing yellow put your and your stuff I’m
08:41
gonna come in and I’m gonna stack a
08:43
whole new opportunity on top of it
08:44
maybe it’s a yoga studio side to gym
08:46
it’s gonna be a different marketing miss
08:47
the stack as opposed to an improvement
08:49
okay so I’m curious because you’re
08:51
looking at this with within what you
08:54
offer right now how many you guys think
08:57
that what you’re offering is probably an
08:59
opera is gonna be an opportunity stack
09:00
to your market and how many is it gonna
09:05
be an opportunity switch yes and then
09:09
you guys it’s gonna be both yes okay
09:15
stacking stacking and how many was so
09:18
this case this yes thank you son sup so
09:20
you think about this typically when
09:22
somebody is first coming into my
09:23
university the first time they meet me
09:25
my first job typically is an opportunity
09:27
switched how many guys when you came
09:28
into 25k it was an opportunity switch
09:30
like I’m in trying to get these things
09:32
met neo or Rio or through this so that
09:34
whatever it’s like crab Miller stuff
09:35
works I’m gonna try this so how many
09:37
guys was an opportunity came to into
09:38
that okay so now you switch to get in
09:41
there and then typically the back end
09:43
stuff are more stacks now you’re sold in
09:45
this opportunity now how do we stack
09:46
things okay any questions about that
09:56
[Music]
10:02
it’s a tiny cell so so I got into proof
10:08
and I don’t drink coffee but I was like
10:10
he was like hey man I was hiking the
10:12
Similan Mountain and I met some dudes
10:14
with yaks and they gave me some hot
10:16
chocolate some coffee with yak butter
10:17
and I drank it I felt amazing and turns
10:20
out I lost a whole bunch of weight and I
10:21
didn’t weigh more energy after drinking
10:23
yak butter he’s read that story that’s
10:25
his initial opportunity switch I wait so
10:27
I’m gonna put butter in my coffee to
10:31
lose weight like that’s a switch right
10:33
and then you feel better healthier
10:35
you’re gonna get those things they want
10:36
but like because it’s like even though
10:39
I’m everyone Biggest Loser the last
10:40
Biggest Loser episodes on I watched a
10:42
post something cracked me up he was like
10:44
he’s like making fun of this right like
10:47
here’s Biggest Loser they’re gonna eat
10:48
healthy they’re gonna lose weight they
10:50
can do all these kind of things he’s
10:51
like I want to make my own version the
10:52
Biggest Loser would be really boring and
10:53
be a bunch of guys sitting around
10:55
drinking coffee working our computers
10:57
losing weight do nothing like that’s an
10:58
opportunity that sounds way better than
11:00
this right like I want to switch off or
11:02
any switch opportunities but you could
11:05
have positioned it as like some
11:06
different they the positioning is how
11:07
you you get a switch so let’s say most
11:09
J’s gonna change your offer you change
11:10
how you’re positioning that offer you
11:13
have something yeah I’m just gonna I’m
11:15
just telling him to turn my mic on for a
11:17
second it’s funny dude I hope everybody
11:20
knows the value of what how he’s
11:21
breaking this down because this is stuff
11:24
what you’ve done better than me is you
11:27
you articulate what you do in a better
11:30
way than I know how to but what I had
11:32
internally for years and I would teach
11:34
my team to and the same opportunity
11:36
switch or stack compared to improvement
11:38
is I’d watch people and the difference
11:41
of when it’s somebody new and my head
11:44
the way I was I like this better that’s
11:45
analogous better but I used to look at
11:46
opportunities like the switch was when
11:49
I’m when you’re going through a new
11:50
prospect you have to prove there’s gold
11:53
in those hills you have to tell them
11:55
that there’s gold in California and you
11:57
should get your ass on a on a freaking
11:59
horse or a car and get the kalfa because
12:02
there’s gold in those hills it’s a
12:03
switch it’s like I’m working my ass off
12:05
I don’t know what I’m doing but there’s
12:06
gold where you could just dig and you
12:07
find it and then once they get there and
12:10
you prove that there’s gold in those
12:12
hills then you got to sell them sharper
12:13
picks shovels and tool
12:15
and better Maps that’s the opportunity
12:17
stack and I see so many people flop it
12:20
like they’ll be on a front end offer
12:21
offering you know improvements the
12:25
here’s a better pic here’s a better
12:26
shovel and they didn’t you didn’t prove
12:28
that there’s gold in the hills yet
12:29
there’s what they’re not digging yet so
12:31
when you think about am i I first have
12:33
to prove that probiotics are the fucking
12:35
answer not a better probiotic or an
12:38
improved probiotic anyway
12:40
this is so brilliant the way you explain
12:43
this dude I love it really impressed may
12:45
I always love what you do but I love the
12:46
science behind this is your heart like
12:48
the science pot on your arm my Twiggy
12:50
keydown this right now it’s it’s like my
12:51
new books all on this stuff like it’s so
12:53
fun what cool thing like I mean I read
12:55
the book a red ocean blue ocean I never
12:58
read it I saw the cover I was like oh
13:00
that’s cool like I got the gist right so
13:02
I think I don’t know the book I think
13:03
that just was this is like there’s this
13:04
red ocean over here of improvement
13:06
offers where we’re all fighting over
13:07
trying to like oh mine’s better might I
13:09
have a little better mousetrap mine’s a
13:10
little know like you’re fighting over
13:11
features and benefits all this crap
13:13
right and everyone’s over here and
13:14
they’re always sharks is blood in the
13:15
water like if you have an improvement
13:17
offer you were in a red ocean and you
13:19
were fighting against every single other
13:20
person out there sucks you become a blue
13:24
ocean make an opportunity switch now
13:27
you’re the only ones their price goes
13:28
out the door or resistance goes out
13:30
there right all those things magically
13:31
disappear because your new opportunity
13:33
but when you have to compare it to you
13:34
like it’s different it’s a whole whole
13:36
different thing and eventually after you
13:40
like bulletproof right like he like
13:42
Dave’s done that and now there’s people
13:45
coming into that ocean but he craved
13:47
this blue ocean like that’s why that’s
13:48
such a huge influx initially it was such
13:51
a different conversation as a whole
13:52
different opportunity went crazy now
13:54
jumping into that pool and we get more
13:55
and more bloody and I think for Dave to
13:57
keep reinventing himself is gonna be
13:58
that like what’s the new opportunity
13:59
what’s the next opportunity switch I
14:00
need to give them to now so I’m always
14:02
taking my business like what’s the next
14:04
thing and where’s where am i coming back
14:06
at it but if you look at you guys any
14:08
mass movements like that’s the key and
14:10
so for me it’s like I’m not trying to
14:11
sell products like this selling products
14:13
is like transactional one-off right like
14:15
I’m trying to build a cult like if you
14:16
come my event you will see like it’s a
14:17
cult people were insane we all worked
14:19
eat like similar like the same t-shirts
14:21
like if you go to any marketing event in
14:23
the country right now half the audience
14:24
is one of my t-shirts like we are a
14:26
tribe we’re a cult
14:27
people who I have a vision like my
14:29
people know where we’re going we know
14:30
what we’re doing like people are bought
14:32
into it it’s insane and now like when
14:35
I’m stacking opportunities like it’s
14:36
like I don’t have to even try and they
14:38
just buy the next thing and the next
14:38
thing the next thing because it’s like
14:40
they’re bought into this mission and so
14:41
like if you start looking at your your
14:43
businesses in your companies less like
14:45
what’s my transactional thing and I’m
14:46
gonna get a lead I’m gonna sell them
14:47
like all those kind of things like how
14:49
do I build an experience where they come
14:51
in and they give these things like
14:52
they’re they’re attached to a
14:53
charismatic leader okay we’ve got
14:55
something bigger than that we’re going
14:57
towards to collectively as a whole and
14:59
we’ve offered a new opportunity to them
15:00
that they can’t get anywhere else like
15:02
that’s how you build this this thing
15:04
it’s so much bigger than what you could
15:05
do and right now it’s crazy we get
15:07
between five and six hundred people a
15:09
day to sign for clickfunnels and every
15:10
was like where those people come from
15:11
like I have no idea no idea no idea my
15:15
Colts talking about it everywhere okay
15:18
where where’d you go he was home
15:21
yesterday he was in an airplane some kid
15:23
in South Africa sit next to him it’s
15:24
like you’ve got to read this book it’s
15:25
the greatest thing in the world like
15:26
that’s what we’re doing we’re trying to
15:28
get people who are like your person at
15:31
the thing right like you’re a
15:33
hairdresser
15:33
or what a florist yeah like that’s what
15:36
we’re trying to do and I think that if
15:37
we’re looking at things more like that
15:38
like that’s the key so I want to get to
15:41
that first before we have kind of some
15:42
funnel stuff because that’s the key to
15:44
it right understand the strategy
15:45
understanding like look we’re so if
15:47
you’re selling from here nobody’s buying
15:49
your stuff like your warm audiences
15:51
minded they’ll give you money but you
15:52
cannot grow beyond that because because
15:54
if your own language patterns like
15:55
language is the key right so you got to
15:57
step back here and this is the key is
15:58
mastering this like state control and
16:00
piffy bridge is like what is the story
16:02
that brings people in to the new
16:04
opportunity because for me like I’m
16:06
thinking like whole thing I’m thinking I
16:09
was like what’s the story that got me
16:11
into this opportunity like fives Dave
16:12
Ashbury I be telling his yak butter
16:14
story way more often he does I got to
16:16
find it on his blog I was like holy crap
16:17
like if I was him I’d be down that story
16:18
every single day three or four times
16:20
over and over and over again because
16:22
that epiphany story is what got the
16:25
people into the new opportunity I’ve
16:27
told my potato me here my potato gun
16:29
story I am so sick of that story I’ve
16:31
probably told it a thousand or more
16:33
times but it’s my story about how I
16:34
understood funnels like that was it so I
16:36
tell a story over and
16:37
over and over and over again and and
16:40
that’s what gets people into the
16:41
opportunity so mastering the story
16:42
because I think for most businesses most
16:46
of us aren’t gonna have someone amazing
16:47
like Craig who can write copy it’s gonna
16:49
be hard it’s expensive doubts for
16:50
something but you as the like you said
16:52
earlier like I can saw the crap out of
16:53
my own stuff right like you don’t need
16:55
to copyright it then you need to get
16:56
super good at telling your story from
16:58
here and that’s your VSL that’s your up
17:00
cells I everything is tied to that like
17:01
it’s not gonna be as efficient maybe
17:05
it’s like what Craig you’re a really
17:07
good copywriter can do but it’s faster
17:10
it’s better like we put out so much
17:11
stuff so quickly because I don’t have
17:13
sit down and pad a paper every single
17:14
time I get my cell phone video I click
17:16
record and I’m doing this what’s the
17:18
story that I got to tell people to give
17:20
them the epiphany so they understand
17:22
that this is the new opportunity or
17:23
what’s the story I got to tell people to
17:24
give them an epiphany so they want to
17:26
stack on this opportunity what they’re
17:27
currently doing and if I just get good
17:29
at storytelling that process it’s it
17:32
gives you ability to do things very very
17:34
quickly that from the guess and tweak
17:36
and tell all those kind of things thanks
17:40
so much for listening we hope you
17:41
enjoyed the behind the scenes look at
17:43
our photo hacking projects you can also
17:45
watch the funnel hacker online reality
17:46
show and watch us build and launch
17:48
funnels live at wwl hacker TV if you’d
17:52
like to come hang out with your fellow
17:53
funnel hackers come join our Facebook
17:55
group at WWE a click funnels comm oh
17:58
yeah and don’t forget you can get a free
18:00
mp3 player with first 257 episodes
18:03
preloaded at marketing in your car comm
18:06
join us next time and remember you’re
18:07
just one funnel away from your dreams

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