Commodity Or Experience, What Are You Selling? - FHR #187

Funnel Hacker Radio - Podcast - Video (Russell Brunson - FunnelHackerTV)

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“Expert Secrets Is The Map That Will Allow You To Turn Your Specialized Knowledge, Talents and Abilities Into A Business That Will Work For You! This Is One Of The Shortcuts of The New Rich” - Robert Kiyosaki

YouTube Transcript: English (auto-generated)

00:00
welcome to funnel hacker radio podcast
00:02
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward welcome back
00:17
everybody this is in a fun new years
00:19
beginning its 2018 and I am so excited
00:23
for some of the crazy stuff that’s gonna
00:24
happen in 2018 but one of the things I
00:26
want to talk about real quick is a
00:28
concept that I think most people really
00:31
don’t understand I was talking with
00:32
Garrett white a while back about this
00:33
and recently he had ended up doing him
00:35
one of his daily podcasts about the
00:37
topic as well I thought you know I
00:38
really need to explain this in more
00:40
detail to our funnel hacking audience to
00:42
really make sure they understand how
00:44
this concept works in their marketing
00:46
and in the things that you’re actually
00:47
selling so the whole idea here is what
00:50
are you selling are you selling a
00:51
commodity or an experience I’m a huge
00:54
believer in experiences for Christmas
00:56
and everything else I hate just giving
00:58
normal gifts for me it’s more all about
01:00
the experience so I love taking trips
01:02
I love providing people experiences that
01:04
they wouldn’t normally have whatever
01:07
that might be
01:08
just recently I ended up having back
01:10
surgery and that’s topic for another day
01:13
but anyways part of the experience I
01:15
wanted for my boys to have was the
01:17
experience of snowmobiling and so they
01:19
actually end up going snowmobiling
01:20
without me while I was getting surgery
01:22
on that day but it was one of the things
01:23
they they loved it was such an affront
01:25
I’m for them the for the boys just took
01:28
off and had a ton of fun just
01:30
snowmobiling up in McCall Idaho where we
01:32
not far from where we live and it was
01:34
one things that they continued talking
01:36
about all the time I love taking trips
01:38
with the kids and I love going to you
01:41
know foreign countries and having the
01:42
experience third-world type of
01:44
situations every every other year I take
01:47
my boys down to Mexico and we end up
01:50
going down there and while we’re there
01:50
we actually end up working in a medical
01:53
hospital basically I don’t have any
01:57
medical experience but while we’re there
01:59
my kids have had the opportunity of
02:01
actually working with plastic surgeons
02:02
in working with general surgeons and eye
02:06
doctors everything else and helping them
02:08
in provide medical services to people
02:11
who normally couldn’t afford
02:13
and those the type of experiences that
02:15
they’ve continued to remember forever
02:16
and ever and to me that’s what it’s all
02:18
about
02:19
unfortunate for a lot of us in our
02:20
marketing we end up going just kind of
02:23
the opposite direction and our product
02:24
becomes very price-sensitive becomes
02:26
very commoditized
02:27
and I think it’s one of the things you
02:28
have to really pay attention to when
02:31
you’re when you’re out and really
02:34
working on your product so take for
02:37
example let’s talk with Garrett white
02:38
while back and his podcast on thing he
02:40
was talking about was he and his
02:42
daughter just gone out to dinner they
02:43
went to a teppanyaki Japanese grill and
02:46
again he was saying you know the food
02:48
wasn’t that great but what was exciting
02:50
was the experience of having the chef
02:53
prepare the food in front of them and
02:55
after that they ended up going over to
02:58
McDonald’s and got a McFlurry and he was
03:01
just basically talking about no this is
03:02
ice cream that you know it’s 3 4 or 5
03:05
bucks whatever it is but that same ice
03:07
cream could be an experience and be you
03:09
sold for a lot more so I want to talk to
03:11
you a little bit about this in your
03:12
marketing how that works so take for
03:13
example as far as ice cream I love ice
03:16
cream my youngest son Jackson is the
03:18
dessert King every single night he has
03:20
to have some side type of dessert and
03:22
it’s all about the experience so take
03:25
for example when you get ice cream you
03:27
can go down to you know McDonald’s and
03:29
get McFlurry for you know 3 bucks or
03:31
whatever you go through drive through a
03:32
Dairy Queen and get a blizzard or you
03:35
can go to like if you’re in Austin one
03:37
of my favorite places in Austin and go
03:38
to is Amy’s ice cream
03:39
Amy’s ice cream is an establishment of
03:42
Austin and they’re on 6th Street and it
03:46
basically there’s always a line no
03:48
matter when you go and it’s because of
03:50
the experience and that experience
03:53
basically goes back to kind of the the
03:55
whole marble slab type of ice cream
03:56
where you you go in you pick what type
03:59
of ice cream you want you pick good type
04:00
of flavor and fix seed you want add it
04:02
to that and they chopped it all up and
04:04
they basically provide it to you in in a
04:07
scoop basically they throw the throw it
04:09
up in the air and catch it in the bowl
04:10
and it’s all the experience and you
04:11
spend anywhere from eight to ten dollars
04:13
for this little tiny bowl of ice cream
04:16
but it’s the experience and because of
04:18
that Amy’s has become this huge popular
04:20
place that everyone goes to in Austin to
04:22
get ice cream the same thing happens in
04:25
any other type of
04:27
of product or service you have to think
04:30
of what is the experience that I can
04:31
provide for these people one of the
04:32
things that they would really like or
04:35
that they would talk about now take for
04:38
example on high end coaching programs a
04:40
lot of times it’s the experience it’s
04:41
people spend a lot of money because they
04:43
actually at the opportune experiencing
04:45
being with the Guru and sitting in the
04:47
masterminds and because of that they’re
04:49
able to get a much higher price point
04:51
for that kind of stuff so when you take
04:53
a look at your own marketing you take a
04:54
look and see what are the types of
04:56
things that you can do to add to it to
04:58
not make it a commodity but to make it
05:00
much more of an experience it’s been one
05:03
of things we’ve I’ve looked at here at
05:06
clickfunnels when we have a one of our
05:09
large rooms basically where we have our
05:12
mastermind meetings and everything else
05:13
we’ve actually toyed around with the
05:14
idea of having other gurus basically be
05:18
able to bring their people to click
05:20
funnels headquarters and use use that
05:23
conference room as part of the
05:25
experience for their students and things
05:27
I’ve seen the same thing to happen with
05:29
gel polish and genius Network and the
05:31
experience that happens down there bade
05:33
Rose talking with him as far as some of
05:36
his head high-end masterminds one of the
05:37
things that he’s done is on his PI and
05:40
masterminds where basically it’s a
05:42
three-day event the first day they come
05:44
in and they’re with a coach and not all
05:48
of them are actually with pedro’s most
05:50
of more ashley with other coaches they
05:51
then have the second day where they
05:53
basically come together and a group
05:55
environment are taught by a couple of
05:57
different people who are specialists in
05:59
different areas but the third day is an
06:01
experience where they then go out and if
06:04
they’re if they’re in Vegas they
06:05
typically go on a big hike and they hike
06:07
up to one of the top peaks in that area
06:10
when they’re in San Diego they go out
06:12
and they go surfing with pedro’s and so
06:14
it’s that ik type of an experience that
06:16
Bond’s that person more to the coach or
06:20
anything that they might be working with
06:22
this whole idea is one of things I
06:25
really encourage when you take a look at
06:26
your marketing one of the types of
06:27
things that you can do to provide an
06:28
experience for your buyer so that it’s
06:30
not just a commodity I’ve seen the same
06:32
thing as far as Jason flavin has done a
06:36
lot of things with in the whole Amazon
06:39
ecommerce
06:40
situations where they’re bundling
06:41
different products where they’re no
06:43
longer able to compare apples to apples
06:45
Ezra Firestone does the same thing and
06:47
we’re if take for example if you’re
06:50
selling a product on Amazon I don’t
06:53
what’s I’m looking right here I’ve got a
06:55
clickfunnels water bottle from me so
06:56
let’s say you’re selling a water bottle
06:57
and that’s the product well you can get
07:00
a water bottle four to three before
07:01
bucks but if all the said you start
07:03
bundling it with different products and
07:05
services where a person can no longer
07:06
compare it to other water bottles it now
07:09
becomes an experience as far as the
07:11
things they’re gonna get with that
07:12
Dollar Shave Club is phenomenal at doing
07:15
this here again you think you’re gonna
07:16
go ahead and get Dollar Shave Club and
07:18
Dollar beard Club work the exact same
07:19
way and really what you’re buying into
07:21
it’s the experience you think you’re
07:23
getting a razor you know for a buck
07:26
reality is you’re your average car value
07:29
when you leave there is typically in the
07:31
neighborhood of 50 to 100 dollars it’s
07:33
because of all the other experiences
07:34
that you can have with shaving it’s the
07:36
shave balm it’s the shave
07:38
it’s the shaving lotions it’s beard oil
07:42
it’s beard vitamins to help your beard
07:44
grow thicker and and stronger it’s all
07:47
those types of things that become part
07:49
of an experience even though it’s a
07:50
product the person’s buying into the
07:52
experience they’re gonna have with that
07:54
product so as you take a look at your
07:56
marketing pay attention the different
07:57
types of things that you could do and
07:59
look at what others are doing obviously
08:01
we all used to spend a ton of time
08:02
talking about funnel hacking I want you
08:03
to take a look at who has some of the
08:05
people leaders in your industry and are
08:07
they creating the experience for their
08:09
the consumer or is it just a commodity
08:11
you’ll find that anybody who’s super
08:14
successful especially as far as
08:16
increasing average cart value the way
08:18
they do that is by creating an
08:19
experience for the user and sometimes
08:22
it’s not a physical experience sometimes
08:23
it’s actual it’s just a mental
08:25
experience that they’re taking that
08:27
person through it’s an emotional
08:28
experience or they have this emotional
08:30
buying with that product for example my
08:34
wife loves Lululemon and she has an
08:36
emotional connection and an experience
08:39
by literally just walking into the store
08:40
the way it smells the way it looks it’s
08:43
it becomes this experience of shopping
08:45
at Lululemon so realize that and because
08:50
of that they’re able to charge you know
08:51
75 to 120 dollars for
08:54
leggings that you could get on Amazon or
08:57
Target for a ton less but again it’s the
09:01
experience of doing that and she will go
09:04
on and on about why those leggings are
09:06
so much better than the ones at any
09:08
other place and that’s what she prefers
09:09
but it’s because of the experience and
09:11
others have now caught on to that and
09:13
are trying to duplicate what Lululemon
09:15
has done so just realize even though
09:16
you’re selling a commodity or a product
09:18
you can still have an experience and try
09:20
to find different things that you can do
09:22
to create an experience and a lot of
09:24
that’s in your marketing as far as how
09:26
you’re presenting it and what you’re
09:27
saying how how what is the picture that
09:30
you’re painting for them so with all
09:32
that again I appreciate so much all the
09:34
people who listened to this podcast I
09:36
would love if you wouldn’t mind going
09:37
out to iTunes and giving us a rating and
09:39
review it’s something I’ve really never
09:41
asked much for but I’m finding that it
09:44
actually fives a lot of value to others
09:46
so if you don’t mind go to iTunes or
09:48
wherever you’re listening and give us a
09:50
rating to review I will be checking
09:51
those on a regular basis and commenting
09:53
on those as well so again thank you so
09:55
much for being a funnel hacker radio
09:56
listener I wish you all the best in your
09:58
marketing this year 2018 not wait to see
10:02
how it goes for you and again look
10:03
forward to seeing many of you guys at
10:05
bubble hacking live real soon talk to
10:06
you soon bye

Expert Secrets: Find Your Message, Build A Tribe, And Change The World…

:arrow_right: Get FREE Book Now! (Limited Copies)

“Expert Secrets Is The Map That Will Allow You To Turn Your Specialized Knowledge, Talents and Abilities Into A Business That Will Work For You! This Is One Of The Shortcuts of The New Rich” - Robert Kiyosaki