The Framework on How to Teach Your Framework

Marketing Secrets - Podcast (Russell Brunson - Click Funnels™)

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Now that you have developed your own frameworks, this episode will show you how to teach a framework so that people will understand it and are able to actually implement and use it.

On this episode Russell teaches how to teach a framework. Here are the three steps that you need to follow:

  • Tell the story of how you learned or earned your concept.
  • Tell the strategy.
  • Tell the tactics.

So listen here for Russell’s explanation of these three steps of how to teach a framework.

—Transcript—

What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Alright, I got the next section from my Funnel Hacking Live presentation that I want to share with you guys.

Sour last episode I talked about the 5 steps to find your voice and inside of that, how you start creating and testing your own frameworks. So now what I want to do, this episode I’m going to share the next step in the process, which is like, now you have a framework, how do you actually teach the framework in a way that people will remember, that will move them and help them to have success?

So this is the episode that will teach you my framework on how to actually teach frameworks. So I’m going to queue up the theme song, when we come back you guys will be live with me at Funnel Hacking Live 2020.

Now we’re going to move to the next framework, which is my framework for teaching frameworks. You guys get that. Okay, I’m going to teach you frameworks for how to teach frameworks. And this is one that I’m really excited about sharing with you guys. This is one that took me a long time to figure out, how to do this. And once somebody taught me, that tons of times like this onstage where I have an idea, I have something big I want to share with people, and I try to share it and it hits and kind of falls dead. I’m like, “ah, that didn’t work.” So doing this for a long time, this is kind of the framework I’ve developed, so I’m excited to share it with you guys.

First thing to understand, I learned from Brendon Burchard who spoke at last year’s Funnel Hacking Live, and in fact I was at an event with him, it was a small mastermind group and we’re all sitting there and the person hosting it was like, ‘Hey Brendon, do you want to show everybody your 7 day launch funnel?” How many of you guys watched that last year at Funnel Hacking Live. Amazing, right? And he’s like, “Oh sure, give me like 10 seconds and I’ll be ready.”

He jumps up, gets a whiteboard, and draws like 4 or 5 squares and circles and angles, and he’s like, “Okay boom. This is my framework for the 7 day launch funnel.” And he said something, oh, he started teaching. He’s like, “First step of the framework.” And he taught that, “Second step…” and the people ask him questions and he’d get derailed. And he’d come back and keep going, and someone else asks him a question and he’d get derailed. And someone said, “I’m so sorry I keep asking you questions.” And he said, “No, don’t worry about it. You have to understand, the framework is your savior, it’s the thing that saves you as you drift off your teaching. It’s like, where do I go from here? Back to the framework.”

The framework keeps you in line. It makes sure that what you’re saying follows a process that other people can follow as well. So it’s important to have these frameworks as you’re teaching, as you’re sharing, as you’re giving. Because everything you’re doing, from the ads, the videos, are all following a framework.

Alright so the first phase in the framework. The first phase when you’re telling a framework is you have to explain the story about how you learned or you earned that thing. Yes, that’s a picture of me with a black eye. This is Nate Ploehn, he’s the guy who made the potato gun DVD with me. We were wrestling in practice one day, and I took a shot and I shot my head down, which is not good, and I was punished. My eye hit his knee, swoll my eye shut for a week, about 100 stitches there, and it was a really cool thing. I just wanted to put that picture there, because it’s amazing.

Okay, so the first step of me teaching the framework, you have to tell the story about how you learned or you earned it. I learned this the hard way. A lot of times when I was learning this, when I was first kind of developing these ideas, I would come and I would spend insane amounts of hours and time in my life testing out a concept and figuring it out, and like, figuring out how a funnel works. I would come to an event like this, and I’m so excited to share it, I’m like, “You guys, this is how it works.” And I share how it works, and everyone’s sitting there like, ‘Uh, okay.”

I’m like, “What? Do you not get it? Let me explain it again.” And I show the process. “Yeah, no. We heard the process. That’s good. Thank you.” I’m like, “Do you understand what I had to go through to get this?” They’re like, “No, I don’t understand.” And I felt like if you guys read the New Testament where Christ talks about not throwing your pearls before swine. I felt like that. I spent so much time learning and figuring out this thing, and I gave it to you and you’re like, “Oh cool.” Do you not understand what I went through to learn that or to earn that?

So I remember at one event in particular, I was sharing something 3 or 4 times, and I got so mad, so frustrated that nobody was getting what I was trying to share with them, and I said, “Look let me explain to you exactly what I had to go through to get this.” And I said, “I went this…” and I told this whole horrible story about the time and the effort and the stress, and how much money I put into it, to learn this thing. And I said, “Do you guys get that?” And then I went and I shared the thing again, and people were like, “Oh my gosh, that was amazing.”

I was like, “Interesting. I taught the exact same thing. The only difference is that here I put them through a pre-frame where I explained how I learned or I earned it.” The story provided value to the framework. If I just give you a framework, you’re like, “Oh, thanks.” If I just hand you the perfect webinar, “This is the perfect webinar framework. You should go do a webinar on this.” You’re like, “Okay. Thanks.”

But if I talked about how I spent 10 years on stages like this, doing pitches where nobody ran to the back of the room. I got embarrassed time after time after time going on the road, spending my own money, spending time away, and sitting in the back of the room watching speaker after speaker, taking notes on what they did and how they did it. How they spoke, where they moved, what they did. I studied and spent 10 years of my life, and based on that I built a framework that anybody can follow. All the sudden you’re like, “Oh my gosh. I need that framework.”

So the first step when you’re teaching any framework is you have to tell the story about how you learned or you earned it. If not, the audience will not value it. Step number one. Without the story nobody will buy into the strategy. So phase number two, I’m going to move to the strategy. Without the story nobody will care about the strategy.

Okay, now phase number two, this is where I teach the strategy. And people get confused sometimes between strategy and tactic. Strategy is like the over arching view. If I’m in front of the whiteboard I’m like, “Here’s the step one, two, three.” That’s the strategy. People have to understand the strategy, because if they don’t understand the strategy, they’re not going to pay attention when they get to the tactics.

So if I was going to go to war, if I just come in to my army and I’m like, “hey, I need you guys to go over here and start killing people, you guys over here….we’re going to attack everyone. I want you to go this way and this way.” And they’re like, “Why?” I’m like, “Just do it. Just trust me. Go.” And they’re like, “I don’t think you know what you’re talking about.” Because I just gave them the tactics, like here’s the tactic of how we’re going to do it.

If I come say, “This is the strategy, this is the gameplan, let me explain it.” And I explain the whole gameplan, they’re like, “Oh my gosh, that is brilliant.” Now anything that I tell them tactically they are going to do because they understand where they’re going. Does that make sense?

Okay, so after I tell them how I learned or I earned it. Then I transition now to the strategy, “here is exactly what you need to do.” And I walk through the process. A lot of times with my strategy I’m like, “Here’s 5 steps, here’s my doodle, here’s the step by step process.” They see from a high level view, they see the strategy.

Now if they buy into the strategy, think it’s my next slide, without the strategy no one’s going to buy into the tactics. So I tell the story, to provide value to the strategy, then I tell the strategy, they buy into that, and now it’s like, now I can get into the tactics.

So if you, if I go back one slide, if the strategy is what I want to put on the whiteboard, then the tactics are what I would put in the trello board. Here’s all the steps. Step one, step two, step three, step four, step five. Here’s all the process. Here’s all the things you gotta do to get that step of the strategy done. Here’s all the tactics.

So I share the tactics next, that’s all the to-do’s, all the things, all the pieces I gotta do to achieve that thing, and then the last phase we share a case study. Without a case study, they may believe that thing is possible for you, but they’re not going to believe it’s possible for them. So phase number four, then we give social proof and we share the strategy. So here is the actual strategy, or excuse me, this is the case study of other people applying this framework.

So let me go back to my slides because I want to show you guys the over arching one again, oops, too far. Okay, so this is how I teach my frameworks. Again, number one, I tell the story of how I learned or I earned it. Number two, the strategy about what it is, number three the tactics about how, and then number four, the social proof example. And that’s how I teach all my frameworks.

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