Secret #23: Two Marketing Tricks From Some Old School Marketers

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody this is Russell and
00:01
welcome to today’s episode of marketing
00:04
secrets is in the rain here in Kauai so
00:08
the big question is yes how are
00:11
entrepreneurs like us you didn’t cheat
00:13
and take on venture capital we’re
00:14
spending money from our own pocket how
00:17
do we mark it in a way the left-half see
00:19
our products and our services and the
00:21
things we believe in out to the world
00:22
and yet still remain profitable that is
00:26
the question in this podcast we’ll give
00:28
you the answers
00:29
my name is Russell Brunson and welcome
00:31
to marketing speaker alright everybody
00:38
so unwelcome yesterday’s episode
00:39
marketing secrets it is raining on me
00:41
right now and if you see that over here
00:44
if you’re watching the video version but
00:46
it’s beautiful here and I wanted to do
00:48
it episode oh man this is really really
00:51
good I like to come and hide into the
00:54
bush or something
00:54
ah anyway I’m just gonna say here we go
00:58
wet anymore fun this way alright so uh
01:00
we’ve been in a whi for almost a week
01:02
now on my 15 year anniversary which is
01:04
amazing being married to my beautiful
01:06
wife Colette’s this long and I’m trying
01:08
to get her to do an episode with you
01:09
guys hopefully on the flight home or
01:10
something that was like living with
01:12
Samia married to an entrepreneur at our
01:16
we’re trying to pick our keynote speaker
01:18
for this year’s pinaki live and it’s
01:21
funny because we had tons and tons of
01:23
people voting for everybody and someone
01:25
posted Oprah and some Russell’s wife and
01:27
my wife got more votes than Oprah which
01:29
is pretty exciting so try to get her at
01:31
least to jump on the podcast that’s the
01:33
that’s the goal in the game plan but I’m
01:35
sure with you guys today um has I’ve
01:37
been Oh wouldn’t why the rains gone that
01:40
fast although just there’s a bird’s-eye
01:43
view anyway so uh my phone off real
01:47
quick alright so what I wanted to share
01:49
to you guys I’ve been listening to a
01:50
whole bunch of cool marketing stuff
01:51
between like the long drives around the
01:53
island all kind of the cool stuff we’re
01:55
doing and the course I was listening to
01:57
was PJ roll letter TJ no TJ he’s like
02:00
one of the legends in our business he is
02:03
the one of the Direct Mail kings he’s in
02:06
the biz op world and he teaches become a
02:08
friend came to speak one of our events a
02:09
while ago which was amazing and what’s
02:12
interesting is at the course
02:13
listening to it’s like how to become
02:15
super rich in the opportunity market me
02:16
teach people how to make money in the
02:17
like heaps of people how to get rich
02:19
market but was interesting as I was
02:21
listening to it if you read the expert
02:22
secrets book and I talked about those
02:23
three core things do you got to do to
02:25
have build a mass movement right number
02:26
one number one yet have the attractive
02:30
character the charismatic leader number
02:31
two to have a future based cause number
02:33
three it’s have a new opportunity what’s
02:35
interesting as I was listening to this
02:36
he’s talking about like how to sell
02:38
opportunities like basically if you’re
02:40
doing a mass movement we’re talking
02:41
about like it’s always a new opportunity
02:43
like it’s like if he’s talking about the
02:45
opportunities the way he kind of
02:47
positions where like how to get rich how
02:48
to make money house like here’s the
02:50
opportunity market as he calls it but in
02:51
my mind every markets the opportunity
02:53
market so I’m going to see if I can
02:55
interview T Jane at dig deep neck and
02:57
the stuff was brilliant it was all
02:58
targeted towards telling people stuff
03:00
like how to make money how to make money
03:02
but if you look at through the lens of X
03:05
or seekers book then it kind of works
03:07
for all of them right because every
03:09
single opportunity everything you’re
03:10
selling should be a new opportunity and
03:12
it was anyway so I’m going to try to see
03:14
if I can do that plus TJ so like this is
03:16
he monsters company he lives out in
03:18
Kansas and he actually bought a hospital
03:21
and renovated the whole thing and that’s
03:22
where he on that’s where he runs so
03:27
company have an old hospital which is
03:29
kind of cool I kind of want to go down
03:30
there see his ville operations so it may
03:31
come to an episode of fun rocket TV soon
03:33
where I go down there and tour his
03:35
hospital and see his his whole
03:37
organization the last 10 years they sent
03:39
out nine like ninety five hundred
03:40
different direct mail campaigns which is
03:43
crazy he says some people will get on
03:45
his list and they may get between two
03:46
and three hundred letters in the mail
03:48
per year depending on what sequence they
03:51
take what offers to say yes to and notes
03:52
and all sorts of stuff so anyway it’s
03:54
super inspiring but what I want to talk
03:58
about is couple of core things I learned
04:00
from him that he were really good for
04:02
all you guys effect the first was
04:05
actually not from TJ it was from Bill
04:06
Glaser thing I was listening to so bill
04:07
was partners Dan Kennedy at Glacier
04:10
Kennedy and he was like my my marketing
04:12
dad four and five or six years I was
04:15
inner circle and one things was cool as
04:18
studying from Bill this week Bill’s
04:20
talking about how they have like the
04:24
very in the year they know that they’re
04:25
big things wrestle ated to events here
04:26
they did
04:27
info summit and super conference for me
04:28
I do fall hacking lives like that’s my
04:30
big king and they said they they
04:31
categorized all the promotions based on
04:33
the important so number one were there
04:34
two events number two was this number
04:36
three and then they have it all mapped
04:37
out and then they mapped out the entire
04:39
month or shooting the entire year the
04:41
promotional schedule begin a year to
04:43
make sure they fill the events and all
04:45
the other things kind of fit in there
04:46
now see that like what about you guys
04:48
but I’m not super good at mapping out my
04:50
promotional calendar and schedule and
04:52
things like that I kind of just like go
04:56
week by week month by month and do stuff
04:59
and what bill does in this course again
05:02
this is an old of course but he maps it
05:04
out and then they do fit everything and
05:05
so I started thinking about this one of
05:07
our inner circle meetings Justin
05:08
Williams was talking about with his with
05:11
his step now is you guys know if you’ve
05:13
been listening to our podcast for any
05:14
length of time you know the two magic
05:16
things that marketers have or urgency
05:17
and scarcity so he started in his he
05:19
really launched different courses
05:21
throughout the year and they’d opened
05:22
him and closed him right so they can
05:23
have the urgency and scarcity close
05:24
that’s where most of the cells always
05:25
come in is during the closing of the
05:27
thing also if you listen to in Stu
05:32
launch try he’s talking about Michael
05:34
Hyatt when they launched his membership
05:36
site the big speaker they had was like
05:38
opening and closing so the twice a year
05:39
they opened up memberships items close I
05:41
start think about that magnet like right
05:44
now most of our programs are open all
05:46
the time which is good but the urgency
05:47
and scarcity is not there so I was like
05:49
I think what I’m going to do is I’m
05:51
gonna start calendaring it out we’re
05:52
twice a year are things are available so
05:53
twice a year people can buy CF can buy
05:55
our certification program twice a year
05:57
people can join formal University twice
05:59
a year then get so your funnel twice you
06:01
so I all of our core offers are only
06:04
open two twice during the year and
06:06
they’re closed down other than that
06:07
which is kind of fun because they’ll
06:10
have urgency and scarcity and build up
06:11
the hype and the buzz and it just needs
06:13
month something to focus on this month
06:14
is funnel you month okay we’re going to
06:15
open it and close it the next month is
06:17
this is going to open it and close in
06:18
all content all things can be related
06:20
back to that that one thing so that was
06:22
the first thing I kind of sorry thinking
06:24
through on runs listen to Bill glacier
06:26
talk about how they structured the
06:28
promotion around their events I was
06:29
that’s first cool thing now with TJ a
06:31
couple cool things that he does I think
06:33
man was just good for me to hear again I
06:35
think it’s good for all you guys to hear
06:36
again so TJ again he’s in the business
06:39
opportunity market
06:40
mostly through direct mail and so he has
06:43
50,000 letters emails every single week
06:46
week in and week out just consistently
06:48
they know 50,000 letters go out every
06:50
single week all for new customer
06:52
acquisition that’s it
06:53
new customer acquisition 50,000 letters
06:56
every single week and that’s just that’s
06:58
the schedule and I think for a lot of us
07:00
we get in this thing where like we have
07:04
a friend and funnels our breakeven songs
07:06
were moving people into me of our
07:07
monetization funnels I think a lot of us
07:09
we create one really good webinar funnel
07:11
it’s a and then that becomes our focus
07:12
and that’s it and we’re driving traffic
07:14
and and that’s like the business right
07:16
and tjp look at this again he’s got his
07:18
front end lead gen offers and he’s the
07:21
only 50,000 pieces a week and I said it
07:23
at his peak you sell him he was selling
07:25
$50 course from his front end lead gen
07:27
stuff he said he would spend up to five
07:29
hundred dollars to sell $50 course and
07:31
then from there they go to all the back
07:33
end funnels right and the back end
07:35
things he was selling but had this
07:37
consistency 50,000 pieces every single
07:39
week I start thinking about that like
07:41
man he’s milling 50,000 new names every
07:43
single week but what’s the what’s the
07:45
equivalent for my business okay I need
07:48
to make sure that I have something
07:50
consistently doing that every sin week
07:51
to one front offer and he talked about
07:53
one of the big things also is like he’s
07:55
not mailing two different things or
07:57
three things that 50 thousands like
07:58
they’ve one offer the hottest converting
07:59
one and that’s what drive all their
08:00
energy all their money all everything
08:02
and so for us I think all of us we have
08:04
our hot offer we need to be spending as
08:05
much as we can to get people into that
08:07
thing consistently every somebody just
08:09
knowing I spend 50 grand a week at 10
08:10
grand a week go thousand bucks a week
08:11
whatever it is for you into that front
08:14
end thing right if you break if you
08:17
think about this if you break it down
08:18
there’s kind of two sides of this
08:19
there’s or three sides if you find how
08:22
deep you want to get with we talked
08:26
about this this upcoming funnel hacking
08:27
live but there’s a process there’s
08:30
basically kind of three types of enols
08:32
there’s acquisition funnel so getting
08:33
people in there’s Ascension funnels of
08:35
sending them up within your your your
08:38
membership and there’s monetization
08:39
funnels but for this argument for today
08:41
I’m going talk about - so there’s
08:42
acquisition funnels right so so what is
08:45
your one acquisition funnel you can
08:46
consistently do X with right so for me
08:48
might be I need to make sure I sell at
08:49
least a thousand books a week or and you
08:51
spend 10 grand a week or whatever that
08:53
thing is for you right
08:54
you snow that you get you have to do it
08:56
consistently and we have still thousand
08:57
books weekend that we should build a
08:58
whole team people at entire gold sell
09:00
thousand books a week or five thousand
09:01
books whatever that numbers for you
09:03
background I call center that’s how was
09:04
we had free plus shipping leads and we
09:07
had to get things eight thousand leads a
09:09
month to get enough leads for ourselves
09:10
floor if that became the focus of the
09:12
business okay and so for you it’s like
09:14
think about TJ right like what is the
09:16
front end offers consistently bring
09:18
people in cab and then from TJ like so
09:21
crazy I hope and I can go down there and
09:23
film his operation for us I want to see
09:25
it too but like I said sue someone gets
09:28
the front end then he’s got all these
09:29
direct mail campaigns that go out
09:30
offering to step things so he’ll send
09:32
out a letter for free CD about whatever
09:34
to these existing customers K so the
09:36
only say that people who already had
09:38
already bought his fifty dollar saying
09:39
then I put them onto a sequence that
09:41
says he gets free city if they if they
09:43
respond to the free CD they put them a
09:44
sequence to sell the things that free CD
09:45
upsells to then he put sends out the
09:47
next offer in the next offer and he’s
09:49
putting out always front end lead gen I
09:52
guess it gets like their acquisition or
09:54
modernization letters to the buyers of
09:57
it’s $50,000 weakening rights fifty
09:59
thousand or a week ever since bringing
10:00
people in and after they come and they
10:02
bought $50 saying then you start sending
10:04
these letters trying to get them to
10:05
raise your hand about specific
10:06
opportunities that he’s going to sell
10:07
them and they if they respond on those
10:10
then they go into a whole nother
10:11
sequence they might get ten fifteen
10:12
twenty letters to sell like a two or
10:14
three or five thousand dollar course on
10:15
the back end and that’s kind of this
10:17
process that he does over and over and
10:19
over and over again and so for me what
10:21
I’m looking at what I want my focus to
10:23
be is somebody comes in to my world
10:26
and again I’m focusing way more effort
10:28
consistently on this on this you know
10:31
I’m gonna I’m going to call it the fifty
10:32
thousand letters a week but you know for
10:34
us we’re not doing direct mail right now
10:35
so it’s not that but you know that
10:36
that’s the concept the front-end league
10:38
acquisition and then if they come in
10:40
then we’re taking our core courses and
10:43
we’re opening them and closing and
10:44
opening and closing them opening and
10:46
closing them throughout the year so
10:47
those are our monetization funnels after
10:49
people come in and so that’s kind of
10:52
kind of the game and I’m really excited
10:55
for so that’s the game I’m gonna be
10:57
playing and I hope you guys model model
11:00
that the other cool thing we’ll be doing
11:02
and think a lot about this for last two
11:04
weeks started scout campus and I might
11:07
even here as we’ve been in this
11:08
beach house is is having like one really
11:15
good follow-up funnel sequence that
11:18
takes people through my offers in a very
11:20
strategic way so we have ignite ignite
11:23
your funnel comm which is right now
11:26
we’re using something pleat different
11:27
let me change that to where this is an
11:28
opt-in form believe people opt-in to and
11:31
then it’s can take them through sequence
11:32
where and I haven’t quite mapped whole
11:34
thing out but firstly I want them to buy
11:35
is what my business firstly was funded
11:37
by his extra secret something they have
11:39
a video me explaining why they need
11:40
expert secrets and wise to step number
11:42
one actually set them step back step in
11:43
one’s not cutting the book someone is
11:45
going to be on the podcast she has heard
11:47
a little while ago the the two episodes
11:49
on your one funnel and I’m going to show
11:50
that video to build connection with
11:52
people immediately after they opt-in and
11:53
then from there I’ll film get expert
11:55
secrets book and then from there say
11:56
what they need next now logically build
11:57
out a really long sequence it’s going to
12:00
be this this ascension funnel that takes
12:03
them up through our core offers in the
12:05
middle and then the big thing that our
12:07
teams can be focusing on is our KPI it’s
12:09
how many opt-ins a day are we getting
12:11
inside of the about your funnel funnel
12:13
ignite your funnel ascension funnel so
12:16
send them through all of our offers
12:17
right and I’m pretending I was hoping
12:20
all works together it might be when
12:22
someone opts in the very first time they
12:23
go through this Ascension funnel that
12:25
all those offers will be open to them
12:26
open and close like like an evergreen
12:29
format and then after the bump up to
12:31
monetization funnels or mud it you know
12:32
like our longer-term email sequences
12:35
which then they’ll be on when we open
12:36
and close them each each month not
12:40
positive yet on that so figuring out all
12:41
details just but it’s fun to think
12:43
through it right anyway so that’s kind
12:46
of game plan so those are some fun
12:47
things I learned and thinking about well
12:49
I’ve been here having some fun in Kauai
12:52
on my 15 year anniversary so I hope that
12:54
gives you guys some ideas and some
12:55
things to think about so kind of recap
12:58
the important things number one is
13:01
focusing on consistent just consistently
13:04
bringing new blood into your business
13:06
okay
13:08
fifty thousand letters a week rule let’s
13:11
call that fifty thousand letters a week
13:13
rule consistently bringing new blood in
13:15
okay i’m eric garrett white last funnel
13:17
hacking lot to talk about people can
13:19
make it rain the rainmakers are the ones
13:20
who
13:21
this world in this business so you’ll be
13:23
focusing on making it rain if you want
13:25
to learn how to make it rain right now
13:26
the program is closed but depending on
13:27
your listeners might be open is our fill
13:29
your funnel course an affiliate funnel
13:30
is all about how to make it rain how to
13:31
get new customers into your funnels
13:33
right so that’s number one
13:35
then number two is in as they come in
13:38
then what’s the monetization so maybe
13:39
number two is the ascensions funnel
13:41
which is for me than that ignite your
13:43
phone takes them through our offers in a
13:45
chronological order of where I want them
13:47
to see things opening and closing on
13:49
like an evergreen format and then that
13:51
then put them into our monetization team
13:54

  • Jason funnels which would then be
    13:56
    taking our course six offers and opening
    13:59
    closing them twice a year and that’s
    14:02
    going to be the business that gets me
    14:04
    really excited really really excited so
    14:06
    anyway that’s the game plan guys I’m
    14:10
    glad I had a chance talks out to you
    14:11
    guys it’s making it clear clear in my
    14:12
    mind so I hope you guys got something
    14:14
    some value that - like I said I don’t
    14:17
    practice I don’t just talk about kinda
    14:18
    stuff I practice what I preach so you’ll
    14:20
    see me implementing these things in the
    14:21
    very near future and hopefully as I see
    14:23
    them and you’ll enjoy them and you will
    14:25
    model them and funnel hacking for it you
    14:26
    guys are gym coz I know this that’s
    14:28
    going to be amazing so that’s why I got
    14:30
    you guys anyway here’s one last view
    14:32
    this is the beach house we’ve been
    14:34
    staying in it was an Airbnb we’re gonna
    14:36
    get a hotel and we looked at Airbnb and
    14:38
    we found this every beer VR be our
    14:40
    cameras won the states like 5000 square
    14:41
    feet my wife and I are up here
    14:43
    brent amber are over here there’s all
    14:46
    open space and there’s even like huge
    14:48
    guest house we’re here we got massages
    14:49
    in the other day that’s crazy and then
    14:51
    we’re literally this was like this is
    14:53
    our Beach it’s just ours and it’s crazy
    14:56
    I was flying the quadcopter today I
    14:57
    learned how to find a class quadcopter
    14:59
    check it out over everything so if
    15:01
    you’re watching put on a TV hopefully
    15:03
    you are you’ll have a chance to see
    15:06
    above this place and beyond but it’s
    15:07
    it’s insane it’s probably a little
    15:09
    expensive but for 15 and verse 3 you go
    15:11
    all out right look at that that’s our
    15:12
    beach we rented these paddle boards to I
    15:16
    guess be listening on the podcast you
    15:17
    can’t see this but a couple cool things
    15:19
    also just so you guys know so this
    15:22
    obviously is on the audio podcast I will
    15:25
    try it out as of today we’re number five
    15:26
    in the business category which is
    15:28
    awesome still killing there we just were
    15:30
    also released this as a video podcast so
    15:31
    if you go into iTunes and the very top
    15:33
    there’s audio podcasting to switch
    15:35
  • video podcast we also have marketing
    15:37
    secrets of the video podcast now - so if
    15:39
    you wanna watch the videos or if you
    15:41
    watch the videos you learn marketing
    15:41
    secrets calm and they’re all listed
    15:43
    there along with the transcripts so if
    15:45
    you want to listen to what I’m saying
    15:46
    and read long transcription marketing
    15:48
    secrets calm as well with that said I
    15:51
    would love it if you guys could give me
    15:53
    a review and rating over iTunes I said
    15:56
    number five in the business category
    15:58
    that’s it guys about me some more
    15:59
    ratings it’s not fair I’m killing myself
    16:01
    giving you guys the best stuff I got I
    16:02
    need some more ratings so if you can
    16:04
    take five seconds out of your busy day
    16:05
    stop everything over there leave a
    16:07
    rating and review tell me what you think
    16:08
    about marketing secrets let the world
    16:09
    know had be awesome and then the other
    16:11
    thing is uh please subscribe the video
    16:13
    podcasts as well and feel free to watch
    16:16
    the videos there if you want that way
    16:18
    you can see some of the beautiful
    16:18
    scenery behind me yeah that’s why I got
    16:21
    you guys so thanks again for listening
    16:23
    an amazing day and we’ll see you guys
    16:25
    soon back in Boise next week back to
    16:27
    normal schedule and got some cool stuff
    16:28
    on publish and share if you guys but I
    16:32
    finished my anniversary and then get
    16:34
    back to you guys soon so appreciate
    16:36
    y’all we’ll see you guys soon bye
    16:37
    one more marketing secret if so then go
    16:40
    get your copies of my two best-selling
    16:42
    book books number one is called experts
    16:44
    secrets you can get a free copy at
    16:46
    expert stickers calm and book number two
    16:49
    is called calm secrets and you get your
    16:50
    free copy at com secrets calm inside
    16:53
    these two books you’ll find my top
    16:55
    thirty five secrets that we’ve used to
    16:57
    become the fastest-growing non VC vac
    16:59
    fast startup company in the world

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