Secret #8: A Little Known Marketing Secret I Learned From Seinfeld... (Has Nothing To Do With Email)

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 he 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 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 give you the
00:21
answers
00:22
my name is Russell Brunson and welcome
00:24
your marketing people what’s up
00:31
everybody this is Russell I just want to
00:33
jump on real quick kind of spur the
00:35
moment because I want to share something
00:36
with all of you guys that is important
00:38
and hash to with the show Seinfeld I
00:41
knew some have said Seinfeld some you
00:42
guys like I read your book Russell it’s
00:44
the Seinfeld email sequences and it’s
00:45
not I got something completely different
00:47
that allow you guys probably don’t even
00:48
know about yet this is one of I gotta
00:52
know about a lot of you guys well you
00:53
guys are into marki now and you’re
00:54
loving it because like we’re talking
00:55
about and making exciting you making it
00:56
sexy but I won’t understand marketing
00:59
it’s been like like the old timers most
01:02
of them are dead now they’re no longer
01:03
lives like the legends this is where the
01:05
coolest stuff comes from
01:06
and so people ask them I do for fun okay
01:08
look I spent $4,000 buying these right
01:11
here these are a whole bunch of swipe
01:12
files of ads from dead people because
01:15
they’re so amazing right and so anyway
01:17
where do I get weird stuff like this one
01:19
was already asking so I get stuff like
01:21
this on eBay and I just recently got a
01:23
purchase that showed today then I want
01:26
to show you guys this what its marketing
01:28
call something like me it’s like the
01:29
greatest marketing thing on planet earth
01:31
here’s a snapshot what it’s really quick
01:32
that’s why yeah okay
01:33
basically who can tell me what this is
01:35
it has to do with sign so this is a pop
01:37
quiz well no you answer down below
01:38
anyone who gets the answer to this quiz
01:41
I’ll have so much respect for you as a
01:42
marketing person so there’s something
01:45
that has to do with this and Seinfeld
01:49
anyone knows it is posted down below I
01:51
don’t so maybe you guys know okay
01:52
there’s his it’s an old catalogue from
01:55
1994 what does that do the site with
01:57
Jerry Seinfeld and Elaine and the crew
02:00
anyway you guys know this is pop okay
02:03
I’ll give you guys another hint I’ll
02:05
give you the title of the top screen
02:06
backwards on Facebook live but this is
02:09
one of the original J Peterman catalogs
02:11
from 1994 and
02:13
getting closer going on talking about
02:15
okay alright Kramer’s your roommate
02:19
alright
02:19
I don’t know I’m explaining what’s
02:20
happening so many you guys hopefully
02:22
everybody has watched the show Seinfeld
02:24
you remember that Elaine got a job at
02:26
the J Peterman catalog right and humor t
02:30
computers like this eccentric person and
02:32
you go on vacations and you go buy hats
02:33
and the need right on this amazing copy
02:35
in these catalogs and Lane became one
02:37
the copywriters and all these people it
02:38
was like this huge spoof for multiple
02:40
different seasons well many of you guys
02:43
probably don’t know is the J Peter Marie
02:44
catalog is a real thing it was a real
02:47
thing and any of the old school direct
02:49
response copywriters know and you study
02:50
stuff like this and so the other day I
02:53
was going to interview a podcast
02:55
interview of some EECOM sellers and
02:56
they’re asking me like well how does
02:57
this run a so board for e-commerce
02:59
people I was like you guys do you not
03:01
know who J Peterman is and the right
03:02
that guy on Seinfeld like no you’re me
03:04
are you serious like you need to
03:07
understand your roots where did you come
03:09
from you were marketing and selling you
03:10
need to understand your roots you guys
03:11
we’re setting roots there’s so much gold
03:13
that’s laying there waiting for you to
03:14
take it so it was some ecommerce anyone
03:16
selling anything
03:17
you understand who’s J Peterman was J
03:19
Peterman was a visionary a genius an
03:21
amazing copywriter who built a huge
03:23
company based on these catalogs now I
03:26
went to eBay and i search for JP nuri
03:27
catalogs after that interview I wanted
03:29
to get some of them to show all of you
03:30
guys the foundation in the history where
03:32
where does this whole thing is coming
03:34
from if you’re the ecommerce site this
03:35
is a hint so here’s for J Peter Marie
03:37
catalogs I got Dave and Steven here are
03:39
geeking out on out big time awesome
03:41
story so he doesn’t just say uh give us
03:45
an example of one real quick okay hold
03:47
on hey here’s a blue shirt to sell or
03:49
here yeah that’s okay you wanna read it
03:52
in your in your marketing voice so this
03:54
is Liz it’s the sweet slinky cord so if
03:58
I you actually had this on your econ
03:59
story econ final you bag it’s a ugly
04:02
green pants and a white shirt right so
04:04
let’s you listen to the copy on every
04:06
single page and then Peyton Peter
04:07
McAllen to see why why this company grew
04:10
so big and what you actually be doing
04:11
the copy on the econ Amazon listing all
04:13
sorts stuff so ready to be our order
04:15
absolutely a Bedouin Horseman chase you
04:18
halfway across the desert a beautiful
04:20
woman on a camel in the desert alone is
04:21
too ripe a target to dismiss your heart
04:24
leaps in your throat again and again an
04:26
exquisite torment
04:27
the Arabs call katukov or heart cutting
04:30
delirious half dead you reach the Emir’s
04:32
palace a gala slave rears his horse in
04:35
your path you notice he is speaking in
04:37
Peter O’Toole’s voice just then you
04:39
awaken in the Royal Suite of the
04:40
Lanesboro in London Lawrence of Arabia
04:42
blaring from the television set you rush
04:44
back to sleep
04:45
slinky silk cord tank top and slinky
04:48
silk cord pants not harem pants but
04:50
clothes 100 percent flowing loose silk
04:53
more romantic more interesting than you
04:54
remembered
04:55
ooh now that how you sell something
04:58
that’s called good copy don’t put like
05:01
brown orange or yellow Add to Cart you
05:03
sell your stuff so every page in this
05:05
catalog they’re selling and then they
05:06
have pictures it’s like painting of the
05:08
pictures because this is pretty pictures
05:09
apparently but every single one has
05:11
amazing copy to sell it and so it was it
05:14
would behoove most of you to go to ebay
05:16
I don’t how many are still available or
05:17
even Google I’m sure you find online as
05:19
well but search for JP different
05:21
catalogs original ones these ones I
05:22
bought here on eBay for 1994 the older
05:24
the better because you know stuff like
05:26
this gets better to a time um and
05:29
there’s one line of description okay so
05:32
this is you already service it seems the
05:34
order so this is the this is the famous
05:37
miss blue the famous miss blue hat so
05:39
like if this was on Shopify site how it
05:41
would be like one button like add the
05:43
car would be about we get yeah basically
05:45
in a picture of it I said what would Jay
05:47
Peterman do so what he would do is he’d
05:48
say something like this said you know
05:51
who I mean it could have been you one
05:52
day you arrived by train but from where
05:53
nobody knew you carved a plantation out
05:55
of a thousand acres of dry land which
05:57
the money called worthless you jerk you
06:00
diverted the stream and proved them
06:01
wrong you were big pajama paint her you
06:03
were a big Panama hat like a man’s hat
06:05
or like a man but you didn’t look like a
06:07
man sometimes you wore it and held it in
06:09
the chinstrap sometimes you wore it down
06:10
on your back you became rich I guess
06:12
anyway you had a piano I heard it I said
06:14
I saw you and those anyway it’s really
06:17
cool that’s a nd goes I remember all
06:18
that and it actually kind of rises to go
06:20
through and they deliver just one line
06:21
made an Ecuador leather chinstrap
06:25
what this I will the tad now it’s for a
06:28
woman alright so what the lesson and the
06:33
moral today that way is understand is
06:35
that copy is the king it’s the key to
06:37
everything
06:38
I told us on marketing seekers podcast
06:40
and I admit I’ve heard this but
06:42
copyright is not sexy it’s not exciting
06:44
and so when I wanted to teach copy if I
06:46
call it copywriting guess what all of us
06:48
do well I fall asleep our eyes glaze
06:50
over but if you read the expert secrets
06:52
book it’s what the that book is it’s my
06:55
contribution to copywriting teaching I
06:57
tell stories I do it the right way I’d
06:59
hoped if team Bridget had to tell kind
07:01
of like bridge is how to position the
07:02
offer all those kind of things i gets
07:03
copy it’s copywriting so that is the
07:06
study that you got to you guys gotta
07:07
understand and understand it wherever
07:08
you’re coming ask me has been doing this
07:10
business for years six months five years
07:11
ten years like there is like people that
07:15
have gone before us they have mastered
07:16
this stuff and it’s like the reason why
07:18
I do good today because I study the
07:19
old-timers the Alzheimer’s are the key
07:21
you guys to so much this stuff give an
07:23
e-commerce site you want do well like
07:25
master JP during bias catalogs read the
07:27
copy understand that you understand how
07:30
to view newsletters go read Gary Halbert
07:31
letter go read you know like go back to
07:34
the foundational list of all began
07:36
because that’s that’s the key so anyway
07:38
there you go you guys there’s our sneak
07:40
attack episode of JP tariqat along if
07:42
you like this please share it as much as
07:43
you can a lot of people to hear more
07:44
about it but now you guys are all in on
07:47
the secret so understand that you guys
07:50
copy is the key it’s the secret and next
07:53
time you watch Seinfeld and you see lane
07:55
works for J Peterman catalog memo kind
07:57
of a joke behind a joke what she’s
07:58
talking about why it’s so cool all sort
08:00
of stuff like that so that’s what I got
08:03
you guys and if for some reason you’ve
08:04
living in Iraq you don’t have the expert
08:06
seekers book yet just go to expert
08:07
seekers calm because it is my
08:09
contribution to copywriting
08:11
you know I always said I would never
08:12
read a copywriting course or product
08:13
because it’s not sexy or exciting it’s
08:15
just not that cool so I called it
08:17
something different but it’s copywriting
08:19
that’s what’s that message that book is
08:21
all about helping you understand how to
08:22
write good copy tell good stories all
08:24
those things tie together so that’s what
08:26
I got you guys anyway have an amazing
08:27
day hope you guys had a good job and we
08:29
will talk soon bye everybody
08:32
one more marketing secret it’s so then
08:35
go get your copies of my two
08:36
best-selling books book number one is
08:38
called experts
08:39
you get a free copy at experts tickers
08:41
calm and book number two is calls comm
08:43
secret and you get your free copy at
08:45
comm secrets comm inside these 2 books
08:48
you’ll find my top 35 speakers that
08:50
we’ve used to become the fastest-growing
08:52
non vc-backed fast startup company in
08:55
the world

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

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

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…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.