Secret #16: Confusing With Activity With Achievement

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
except everybody’s russell brunson
00:01
welcome to the marketing series podcast
00:03
take one so the big question is this how
00:07
are entrepreneurs like us you didn’t
00:10
cheat and take on venture capital we’re
00:12
spending money from our own pocket
00:14
probably marketing away the left half
00:16
pay our products and our services and
00:18
the things we believe in out of the
00:20
world and yet still remain profitable
00:23
that is the question and it’s podcast
00:25
give you the answers
00:27
my name is Russell Brunson and welcome
00:29
to marketing speaker alright everybody
00:36
welcome marketing secret so I’m here
00:37
today inside the clickfunnels kitchen
00:39
its first time I’ve ever filmed in which
00:40
I’m actually excited you can see quick
00:42
view of the kitchen looks like oh
00:44
there’s Dave hey we got our cool stuff
00:48
and we actually we actually built this
00:50
kitchen on because a lot of products
00:52
work with some user logon kitchen scenes
00:55
you always rented different kitchens and
00:56
then where we build the kitchen make
00:58
sure we have a good seems we actually
00:59
film stuff so we do and what’s crazy is
01:01
since we’ve had it we’ve never used it
01:03
for filming so anyway but today I want
01:06
to share you guys something kind of
01:08
interesting and I want to make sure when
01:11
I say this but it doesn’t come off bad
01:13
because it has a good purpose but it’s
01:16
import because understand so some of the
01:19
kind of background behind this to set it
01:22
up so that all makes kind of sense yes
01:24
so we had a designer to work for a while
01:28
to come on and help with user interface
01:30
UI UX those type of things click funnels
01:31
and really smart guy and what he liked
01:33
to do is he liked to call and actually
01:35
interview customers which first I was
01:36
like really excited so you only call on
01:38
a 40 or 50 customers and the energy and
01:40
finding out what they want what they
01:41
didn’t want all kind of things which I
01:43
thought was kind of cool we’d never done
01:45
that before and something as native
01:46
actually talked to us it’s pretty cool
01:47
the based on that was trying to build UI
01:49
and structured based on you know
01:51
customers feedback on a couple things I
01:54
kind of found with it one is like and it
01:59
was kind of almost a frustration because
02:00
murky cadence in case this what I want
02:02
to have done and he treated me kind of
02:04
like as if I was the customer I can’t
02:06
cool those were good ideas I’m like no
02:07
like like this is what we like you need
02:09
to do this because
02:11
am I asking you I’m telling you this is
02:14
not I’m not a survey and when I was kind
02:16
of going back and forth and his his mind
02:18
says like we need final customers well
02:19
which I agree with then also coming back
02:21
to the Henry Ford’s whole quote about
02:23
like you know if I would ask my
02:25
customers what they wanted they would
02:26
said they wanted to faster horse I guess
02:28
it also understand like customers don’t
02:29
always know like the vision we’re going
02:31
that’s why we’re crazy some 100
02:33
visionaries like we know where we’re
02:34
trying to go right kind of mission so he
02:37
no longer works with the company still
02:38
an awesome guy like but but that was
02:40
kind of this this frustration I had and
02:42
I remember for a long time we wanted to
02:44
update our onboarding and click funnels
02:46
and one do a whole bunch of really cool
02:47
things we haven’t been able to do and
02:48
that this week is actually fun for me
02:50
because we’re focusing on that another
02:52
side story I was listening to a Girl
02:54
Talk or TV there’s interview with the
02:56
guy that that bought the warrior forum
02:58
you also own freelancer comm a bunch of
03:00
other companies and he’s talking about
03:02
they grew to a billion dollar valuation
03:03
and one interesting thing you said is
03:06
that they they they buy these companies
03:08
whatever and then they look at the
03:10
traffic coming through they spend a lot
03:11
of time often is a optimizing the
03:13
processes of Splendor processes to make
03:15
more money from all the traffic coming
03:16
which kind of phase word right now is we
03:18
have anywhere from 800,000 new people a
03:21
day it’s not as quick funnel just
03:22
organically they’re coming from who
03:23
knows where and thank you for coming I
03:24
don’t even where he came from but
03:25
grateful a be here and and they’re
03:28
coming in and we lose a bunch from the
03:30
first month right there’s big drop-off
03:32
in and that’s that it stays really
03:34
steady but there’s big drop in
03:35
immediately and so we’re trying to
03:36
figure out that process how do we
03:37
capture people keep them in there’s a
03:39
lot of cool on stuff we’ve done the
03:41
decrease our churn rate which is the
03:43
number of metric look at it increased
03:45
our retention but right now in a big
03:47
we’re big overall right now like how we
03:48
simplify the signup process and how do
03:50
we make everything easier and how do we
03:52
anyway so it’s funny as let’s see some
03:54
new stuff coming in quick phones here
03:55
the next within the next 60 days lots of
03:57
new stuff will be coming live that’s
03:59
just to simplify the process and make
04:01
quick little easier to use so we’re
04:02
excited for that I was listening to this
04:05
guy as you talked about like that’s what
04:06
he was doing was a simplification of the
04:08
or they just worked on the optimization
04:10
of signup flow and national companies
04:11
blew up and they really focus on the
04:13
traps things other things we’re always
04:14
focusing on traffic and sometimes it’s
04:16
like how to make sure that the funnels
04:18
right so that we’re not losing you know
04:19
people out of holes in the bucket so
04:21
anyway so that said like there’s much
04:24
boring stuff that I wanted to do I know
04:25
Todd wanted to do and so we can try and
04:28
get this guide to do that like we want
04:29
we want a prize we want to go through
04:32
t-shirts wear our new badges we want to
04:33
do all that gamify the process and he’ll
04:35
come back saying like well we can like I
04:38
was getting find the process to help
04:40
people get the end result like we need
04:41
to get people to the end result and this
04:42
is just like keeping them busy in the
04:44
middle and it’s funny Todd kind of
04:45
mentioned that this morning to me and
04:47
and I walk stand back and I was like
04:48
there’s this quote from Dan Kennedy I
04:50
heard back in the day that actually ties
04:52
this I couldn’t member exactly what it
04:53
was so I end of Akhmim I’m gonna find
04:56
the quote we’ll come back to you so
04:57
identifying the quote and I posted it
04:59
there in boxer where the quote said is
05:00
um if you got you’ve got to probably
05:04
mess this up now confuse activity with
05:08
accomplishment okay now I’m going to be
05:11
careful when I say it’s me I was going
05:12
to look at that be it might be
05:15
frustrated or confused whatever so I
05:17
post that man the thing it said it said
05:19
Dan Kennedy said you getting yet you
05:21
have to get your customers to confuse
05:23
activity with achievement and so Todd
05:26
read that first if we list in my box and
05:28
he thought I was saying like oh this
05:29
designer was right like that’s just
05:31
going to get people confused like
05:32
focusing on activities as opposed to
05:34
achievement in this in my boxer was
05:35
actually the exact opposite was kind of
05:37
funny as me and this UI designer both
05:40
said the identical thing but for the
05:41
opposite sides of the argument you
05:43
saying you don’t want it you don’t want
05:46
to confuse people activities like that
05:47
they keep them from the achievement and
05:50
I would say no you want to give them
05:51
activities so that they feel achievement
05:53
so someday they get to achievement so
05:55
you want to you want to confuse activity
05:57
with achievements that makes sense and
05:59
so Kennedy said that basically like as
06:01
the retention strategy people come in
06:02
and we’re going to leave he said no you
06:04
need to give them things to do so that
06:06
so that they have activity that’s
06:08
happening because that activity is what
06:10
keeps them engaged like we look at our
06:12
quick final stats right now and our
06:13
numbers and things like that the
06:15
interesting parts like people at stake
06:16
are people that they have a custom
06:17
domain they log in at least two nine
06:19
times per per week there’s all these
06:21
staffs of people that that sticker
06:22
people that are going in and doing stuff
06:24
consistently and so we know that’s the
06:26
metric is that people logging in and
06:28
using it are the key so how many to log
06:29
in and we use it well just like telling
06:31
them I go bit of a funnel and you’re
06:32
gonna have achievement you’re in achieve
06:34
long funnel doesn’t like that people
06:36
will try a little bit and they’re going
06:37
to
06:37
because I didn’t achieve anything
06:39
because it goes like this huge thing
06:40
right the goal is is you got eat this
06:43
whole entire cow right like that’s the
06:44
goal and so if you’re giving your
06:46
customer here’s the goal you I need a
06:47
cow the problem is going to come in if
06:49
they don’t eat a cow really quickly make
06:50
hut and they’re going to leave so you
06:52
have to do is you have to confuse
06:54
achievement with activity I to give them
06:56
activities to do to make them feel like
06:57
they’re achieving something along the
06:59
way
06:59
right so they come in you set the table
07:01
you give them their appetizer to eat
07:03
that and they achieve something right
07:04
breast or gamey find the process you
07:06
come in you watch the video you build
07:07
your hero finally send you a t-shirt
07:09
right so you got it you have activity
07:12
and so you felt that you know you should
07:13
see the thing you want yet you felt
07:15
achievement which then drives you
07:16
forward to the next thing and the next
07:17
thing and the next thing and so well all
07:20
of us want our customers to have the
07:22
achievement at the end the problem is
07:24
that they sign up and then there’s the
07:25
achievement there’s a huge gap in the
07:27
middle they’re going to fall into and
07:28
disappear and die okay because that we
07:30
have to confuse activity with
07:32
achievement cuz that activity makes them
07:33
feel micro achievements which then will
07:36
get them to the big achievement at the
07:37
end so that’s the goal that’s the
07:40
message for you guys as you’re creating
07:41
your training programs or software your
07:42
ideas your products or services whatever
07:44
it is you’re creating and you’re doing
07:45
why are you thinking about that you have
07:47
to go and create activities that they
07:51
get people to add to to fill small win
07:54
small achievements that will drive them
07:56
through this chasm through this gap to
07:58
get to the big goal the big achievement
08:00
you actually want them to have if you
08:01
don’t have those things if you’re not
08:02
confusing activity with the treatment
08:04
initially they’re never going to get to
08:05
the achievement it’s that’s kind of
08:07
message for today I thought it was kind
08:08
of interesting and I think it’s funny
08:10
that we both have the same argument for
08:13
why we wanted to do this onboarding
08:14
process but he was saying it was a
08:16
negative thing and I was saying it was a
08:17
positive thing and I think it’s very
08:19
cause I think all this should can it
08:21
should be using it so hope it helps you
08:23
guys and with that said have an amazing
08:26
day go back through your programs your
08:28
products or service to your members area
08:29
and figure out how you can weave those
08:30
things in because as you give people a
08:32
little wind along the way it’ll get them
08:33
the momentum they need to get the big
08:35
wins and that’s why I got for you guys
08:36
today thanks so much ring we’ll see you
08:38
soon bye one more marketing secrets if
08:41
so then go get your copies on my two
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free copy at expert seekers calm
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book number two is called dot-com secret
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and you meet your free copy at comm
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secret comm inside these two books
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you’ll find my top 35 secrets that we’ve
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vc-backed fast startup company in the
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world

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

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