Marketing Secrets - Secret #4: Planting Seeds Of Doubt

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
[Music]
00:00
so the big question is this how are
00:04
entrepreneurs like us you didn’t eat and
00:06
take on venture capital we’re spending
00:08
money from our own pocket how do we
00:10
market in a way the left half the our
00:12
products and our services and the things
00:14
we believe in out of the world and yet
00:16
still remain profitable that is the
00:19
question and the podcast will give you
00:21
the answers my name is Russell Duncan
00:24
and welcome your marketing secret what’s
00:31
up everybody this is Russell welcome to
00:33
marketing secrets today I got a really
00:34
cool episode for you guys I think
00:36
hopefully and something that there’s a
00:39
lot of things that like we’re doing that
00:41
people can see in there wherever there’s
00:42
things are happening that people aren’t
00:44
aware of and and so I just want to like
00:46
lick the kernel but she has my dear so
00:49
part of the time you’re selling to try
00:51
to sell your products and services right
00:52
you’re selling why it’s good why it’s
00:55
made to stuff like that and it’s fun
00:57
action on Facebook I saw an interesting
00:58
thread the other day someone like should
01:00
I you know should i attack my
01:01
competitors or should I not talk about
01:03
them at all and it’s all things that um
01:06
you know it’s interesting watching the
01:08
whole conversation because some people
01:10
are like you know don’t don’t address
01:11
your customers and you know if you have
01:13
this project don’t talk about them and
01:14
all these different things and
01:16
strategies and and obviously you guys
01:18
know that I talk about my competitors
01:19
and we tease them and we poke Adam we
01:20
have fun with it in fact earlier today
01:22
Stephen may or may not have launched a
01:24
new video game where you can actually
01:27
compete against what you have to defeat
01:29
confusion stocks you’d be able to fight
01:32
against low key pages and the drip
01:35
armies and it’s like pretty awesome so
01:39
why don’t you stuff like that so it’s
01:40
interesting for some is funny and so
01:43
that helps me get to the day because a
01:44
lot of stuff we got to do so might as
01:45
well makes it a fun but second off you
01:48
look at like marketing is all like
01:49
marketing strategy right because this is
01:52
the this is the big deal but you think
01:53
about it like there’s been a bunch of
01:56
books written on this and so we want to
01:57
study deeper you should do this
01:59
interesting but any differentiator dies
02:02
one of the books talked about this I
02:03
believe in anyway but what they talked
02:06
about it’s like in your marketplace that
02:09
number two always needs to attack number
02:11
right so coke always attack versus me
02:14
Pepsi always a tax code but number one
02:17
cannot acknowledge number two relative
02:18
jakszyk the whole thing so coke never
02:20
talks about how to be Pepsi no set but
02:22
deputies always talking about coke okay
02:24
Mac versus PC when they first came out
02:26
okay Mac was number two and they’re
02:28
attacking PC tax pcs all the funny
02:29
commercials we all remember and as soon
02:31
as they surpassed them those commercials
02:33
disappeared or stopped talking about it
02:35
so there’s something about that like if
02:36
you’re trying it maybe cuz they asked me
02:38
to me like I’m a big believer if I’m
02:40
going to beat somebody I need to find
02:42
that person identify and then like let
02:44
the world know like this is who we’re
02:45
going out this is we’re going to be in a
02:47
free task when we stop talking about so
02:48
I don’t really talk about low key pages
02:49
very often anymore because fast as you
02:52
guys know the futures lost obviously the
02:54
next target that we’re trying to to to
02:56
be bigger than we have more customers in
02:57
them right now I think the revenues are
02:59
higher because they charge more for
03:00
their confusing software but that’s
03:02
another story so that’s like the thing
03:05
and so for me I don’t mind enology
03:06
number one because we are gaining on
03:08
them and that’s the plan that’s how it
03:09
works so I don’t any problem advocates
03:11
it’s it’s just how business is done is
03:14
how sports wasn’t athletic so done in
03:15
fact he has won something fun so scroll
03:17
down the feedback before we change the
03:19
name of this to marketing secrets when
03:20
it’s marketing your car did a whole
03:21
episode on on athletes and complete
03:26
competition in and anyway it was pretty
03:29
funny I thought so you guys should go
03:30
listen that one I talked about fact that
03:31
like did in this business world like who
03:35
are you competing against like these
03:36
people you’re competing against I talk
03:37
about like you know I was a wrestler
03:39
growing up so my whole life was
03:40
competition was like who’s the person
03:41
had to me and then like literally my
03:44
junior year my first match I lost the
03:46
kids return state champ so I knew that’s
03:48
who it is and I studied everything he
03:50
did the next the next entire season who
03:52
practiced against I’ve got better and
03:54
better and better and actually many
03:55
mistake finals and I beat him Riley and
03:57
and like that’s that’s the that’s the
03:59
athletic mentality we’re all about
04:00
competition and then in the business
04:02
world they’re like half people in the
04:03
business don’t have athletic background
04:05
and they they were in band required
04:06
things like that others which there’s
04:07
nothing wrong with that but when you’re
04:09
in the choir there’s no competition like
04:11
you’re just kind of hanging out sing
04:12
with each other maybe this competition
04:13
me first seat second see a little bit
04:14
but it’s different right and so a lot of
04:17
times like we get in this playground and
04:19
we’re now competing in business and
04:20
you’ve got people that choose we were
04:22
banned there
04:22
all sorts of things yes unlike me whose
04:24
entire life was about finding your
04:26
competitor and destroying him publicly
04:28
in front of everybody so your hand
04:29
raised and everybody cheer speak so it’s
04:31
like that’s he like you have to be aware
04:33
that that’s you’re competing against we
04:34
can’t be all mad like oh they’re calling
04:36
me out by name
04:36
oh they’re competing with me it’s like
04:37
dude you’re you’re competing against a
04:40
wrestler whose whole entire life that’s
04:41
all he’s cared about like of course
04:43
that’s going to be my goalie that’s how
04:45
I’m going to go and anyway this whole
04:46
podcast out HT listen to you scroll down
04:47
in the iTunes feet um but anyway so
04:50
there’s some some background to what
04:52
we’re talking about but what I wanted to
04:54
talk to you guys about is this concept
04:56
that we call seeds of doubt okay
04:59
and so what are seeds of doubt these are
05:01
things that if you watch what I do
05:04
you’ll see me placing all the time these
05:06
little seeds of doubt in the competitors
05:09
and a lot of times I’m going to talk
05:10
about something and I know that somebody
05:13
is using confusion softer they’re using
05:15
lead page or whatever that thing is
05:16
right they’re using something else and
05:18
I’m coming in and looking at me and
05:19
they’re like how you know wait up over
05:21
here I can’t shift over and so I
05:23
understand that so instead of me just
05:24
like trying to convince them in a hard
05:26
sell them I’m going to place a whole
05:27
bunch of seed the doubt so that’s in
05:29
that time from that moment forward for
05:30
the rest of their waking hours and
05:32
hopefully their sleeping hours to if I
05:33
do right they’re going to be thinking
05:35
about that thing that seed of doubt
05:36
about the thing that they’re using like
05:38
and it’s always kind of running ahead on
05:41
what if what if what if okay if you were
05:43
a fun hiking live I did the whole
05:44
presentation if I could go to follow
05:45
follow up funnels calm you can see that
05:47
presentation but I talked about like
05:49
actually actual we’re going and finished
05:51
up by that and throughout that
05:52
presentation I’m placing a whole bunch
05:54
of seeds and out of our competitors like
05:55
I talked about if you’re using email
05:57
marketing and talk about heavens like I
05:59
shut down by a waiver eye contact
06:00
MailChimp Infusionsoft like all the
06:04
things and use like you love those
06:06
systems also now you’re like wow
06:07
Russell’s then shut down nine times by
06:08
Aweber eleven times all these are
06:10
entities I got shut down by and now
06:12
there’s a sea of value like everything’s
06:13
good but like or did you shut me down oh
06:15
man now that see the doubt is there and
06:18
now you’re paranoid so then the whole
06:20
time you’re using your thingy right or
06:22
failure shut down word fascia then Moshe
06:23
is probably will eventually so like it’s
06:25
not that I’m doing this like maliciously
06:27
like it’s the truth it’s true to happen
06:28
me over and over over again but I’m
06:29
placing that seed of doubt so that
06:31
people are aware of it right I just
06:32
purchased a product from someone
06:34
he was using an Infusionsoft order form
06:36
I felt my whole credit card information
06:38
and took me seven steps seven steps
06:40
after the credit card was in seven quick
06:42
sorry seven clicks to give them the
06:44
money I wanted them to take my money but
06:47
took seven more clicks to actually give
06:48
them money because I was annoyed by that
06:50
but instead just be annoyed by it I when
06:52
I talked about talking about right now
06:53
by the way I’m talking about it through
06:55
different platforms I’m on time just
06:57
mention like I try to buy this thing for
06:58
someone using an amusing saw order form
07:00
seven clicks I would have most people to
07:02
left I don’t want the projects that I
07:03
would have left and I get like every
07:05
click in your sales process you lose the
07:07
percentage people right so my whole
07:09
minds always like how do we shorten the
07:10
distance I wanna make sure that there’s
07:11
as few clicks possible to get something
07:13
for they’re starting to where I want
07:14
them to end because the more every click
07:16
you lose somebody but just after
07:17
becoming getting the credit card typing
07:20
it in submitting their seven clicks okay
07:22
that’s what you’re getting when you’re
07:23
using Infusionsoft right so I said I
07:25
place a seed of doubt tell you’re like
07:26
well how many clicks or my word form
07:28
crap that’s like the standard IQ have to
07:30
admit I’m using that system like huh and
07:33
then you start wondering like this whole
07:34
time like what if I’m what if I am
07:36
losing sales and money and like that
07:38
follows keep taking away your mind keep
07:40
thinking and keep sitting there and see
07:42
about an eventual sprout point like I’m
07:43
losing a lot of money it’s time to make
07:45
the ship it’s time to do the right thing
07:46
and that’s my whole goal because I know
07:48
that not everyone signed today but
07:50
they’re going to science eventually I
07:51
was hoping people starting out of if
07:52
you’re gonna become a member of click
07:53
phones as when so my goal is like it’s
07:57
not right now I need a place in the
07:58
seeds of doubt so that throughout your
08:00
system you’re always thinking about like
08:01
me coming and doing that thing when’s it
08:03
going to happen and how is it going to
08:04
happen things like that so that’s kind
08:07
of constants of seen it out so now
08:08
you’re doing your marketing and see it’s
08:10
not just like I know so you guys Mike
08:12
Russell where do I place my seed of
08:13
doubt it’s like no it’s not like it’s
08:16
like you’re sprinkling that in as you’re
08:17
doing stuff is you’re doing snapchat or
08:19
Instagram is your podcasts or your
08:21
videos or your whatever it is like
08:22
wherever you’re at like you’re just
08:24
sprinkling the seeds of doubt against
08:26
your competitors and making those things
08:27
known still we’re like wow I didn’t
08:30
realize that that wasn’t a thing I wanna
08:31
make sure those things are out there and
08:33
that people aware of them so that’s kind
08:35
of concept and it’s a it’s a really good
08:38
thing in fact in wrestling we would do
08:40
the same kind of things with our
08:42
opponents right we go to tournament
08:44
and night during way and you see who you
08:47
see who were in your way class of stuff
08:49
and it’s always kind of like a mental
08:50
game just like oh my gosh that guy’s
08:52
looks bigger than me or that you’re
08:53
always kind of things looks like how you
08:54
play Steve the Dalek the water hazard
08:56
your confidence sometimes just like how
08:58
you shake the person’s hand like all
08:59
those kind of things because in sports
09:02
and business and most things honestly
09:04
it’s on it’s a lot less of like the the
09:08
physical and a lot more of the mental
09:10
it’s funny when I started in jiu-jitsu
09:12
I’m out of jiu-jitsu guy I’m a wrestler
09:13
but sure didn’t you just do and it was
09:16
funny because I think my second or my
09:18
third term and I went to I went out and
09:20
I’m up away class because I was kind of
09:23
wait at the time so I’m up but like
09:24
almost heavy weights you guys are big
09:25
dudes I’m going against and most of them
09:27
do Jitsu for a couple years like their
09:29
blue belts and I think it’s Brown after
09:30
that and whatever I just I would just
09:32
came in I’ll have any belt at all I just
09:34
do new noogie see our attacks have a
09:35
belt sitting out there and something
09:37
that I was like these guys are gonna
09:39
kill me I’m what I’m doing
09:40
I was like because of that like I have
09:42
to play play seeds of doubt in their
09:44
mind but they are going to be able beat
09:45
me fast otherwise I’m gonna be choked
09:47
out and tapped out really quick so what
09:49
I did is my very first mask cuz everyone
09:51
liked your weight class like everyone
09:53
sitting closer to the map so I came out
09:55
and I’m okay I mean I’m just a guide I’m
09:57
a wrestler I got like I got a scare this
10:00
first guy so I came out instead of like
10:01
coming in and do like did you just shoot
10:03
me with a I came out like a wrestler in
10:04
case I run after Pam nose head boom boom
10:06
boom push him push him not to do it over
10:08
any guy falls out of Bounce and he gets
10:10
up and you see like I place a seed of
10:13
doubt in his eyes were just like oh crap
10:15
he walks back in the circle at that
10:16
point it was like everything shift his
10:18
whole town if he was like nervous and
10:20
awkward and like si he was easy was like
10:22
wrestling like a little soft puppy it
10:23
was so easy after that right what was
10:25
cool is that all the other guys sit
10:27
around the mat they saw that as well and
10:28
and they were looking in and they’re
10:30
like oh my gosh each of the over I did I
10:33
wrestle I rolled with it’s the college
10:34
it’s my robe the other guys I came out
10:37
there and it was soon as you know that I
10:39
could see in their eyes and I’ll start
10:40
backing up and they were just like
10:41
because they didn’t want me to rush they
10:42
didn’t want that pressure that I was
10:44
bringing and you could see in their eyes
10:45
and then I spurred me more that seated
10:48
that was set it was just like all these
10:49
guys who were bigger stronger faster and
10:51
better at Jiu Jitsu who probably should
10:52
have beat me if they would have had
10:54
the the mental beliefs they could they
10:56
didn’t because they had to see the doubt
10:58
and they were like I’m rose to do and
11:00
that’s like that’s all it takes
11:02
so I hope that helps you guys it’s kind
11:05
of fun think about how you do that in
11:06
your communication with your audience
11:08
and okay helps and that’s all I got for
11:10
yesterday thanks so much for everything
11:12
you guys and tonight we’re actually
11:13
launching funnel have your TV the TV
11:15
show and also if you go to funnel hacker
11:17
TV you can see behind the scenes show
11:19
the eight episodes out right now and
11:22
tonight we’re having the first full I’m
11:24
not sure where you’re calling it full
11:26
documentary or whatever and then and
11:28
then some other cool team you go that go
11:29
to funnel hacker TV check that out and
11:31
then you’ll notice at the top there’s
11:33
some cool tabs one takes you to
11:34
marketing secrets which is this podcast
11:36
one it takes you to the blog and anyway
11:38
I’ll share if you guys do strategy on
11:40
that in the near future but I think is
11:42
pretty cool so that’s like I you guys
11:43
thanks so much everything and talk to
11:44
you soon bye
11:45
one more marketing secrets it’s sold and
11:48
go get your copies on my two
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best-selling books book number one is
11:52
called experts secrets and you get a
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get your free copy at comm secrets calm
12:01
inside these two books you’ll find my
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top 35 speakers to leave you to become
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the fastest-growing non vc-backed fast
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startup company in the world

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

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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…

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