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YouTube Transcript: English (auto-generated)
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- Hey, my name is Russell Brunson, and I’m so excited
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for you to watch the evolution of marketing.
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I’m gonna talk to you guys about everything
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from the beginning of time with bartering all the way
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to sales funnels today, and I want you to watch this video
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because you’re gonna understand the evolution
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of how things have come and when we understand
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where they came from, it makes it easier for you
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to be successful with your funnels in the future.
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So we’re gonna go back to the very, very beginning of time.
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Back to prehistoric bartering time.
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Back then the way that people traded stuff is they bartered.
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This dude’s got a goat, she’s got some fish,
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and he’s like I really want to eat fish tonight,
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I want some sushi, and she’s like sweet,
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I need some goat milk.
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Is that really a thing?
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And so they traded it straight across, and it was bartering,
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and bartering was awesome except for the fact
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that you’re like, well, my goat’s really cool,
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I need 400 fish to like, and it just got kind of complicated
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but that’s where it all began was prehistoric bartering.
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Okay, the next phase, about 5000 BC is when the very first
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time they started finding actual,
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like the archeologists had found coins.
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At least metal objects they believed were coins, right,
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and so this is when instead of just bartering,
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you could actually create value and put value inside
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of a coin, and then you can say hey, I want this goat.
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Cool, I’m gonna give you 10 coins, and now you could,
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now money started becoming a thing and it made bartering
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so much easier 'cause it wasn’t like
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I don’t need 400 fish, dude.
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After that, in the early 1700’s and 1800’s,
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this is where the snake oil salesman began.
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This is where salesmen started using a sales pitch
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where instead of just bartering, they would go together
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and they’d get a whole bunch of people in the crowd
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to come around, and then they would then present something
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to them, right, like the farmer’s market model, right?
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Like here I am, get a bunch of people, and then I can sell
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instead of selling one-on-one now I sell five people
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at a time or 10 people at a time or 100 people at a time.
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So traveling snake oil salesmen went out there
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and started making some money by doing a performance,
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getting the crow all excited.
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Fast forward now to the 1800’s
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This is where the gold rush started happening,
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and what was interesting in the gold rush is that the people
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who made the most money during the gold rush were not
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the people panning for gold, it was the people
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who were selling the shovels.
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One of my favorite stories about this,
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there’s a guy named Sam Brannan.
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It was San Francisco, I believe in San Francisco
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during the gold rush, and Sam was really, really smart.
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He saw these things, all these people coming to California
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to go pan for gold and make a bunch of money,
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and he was like wait a minute.
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Instead of doing that, what if I sell the tools,
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the picks, and the shovels, and so he went around all
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of San Francisco, bought all the picks and the shovels
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and the tools, brought them to his own shop,
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and then he got a little bit of gold and he started running
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through the streets in San Francisco saying,
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there’s gold in the American River, there’s gold
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in the American River, and people started freaking out.
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They’re like oh, we need to find some gold,
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and then they’re like we need shovels, and he’s like oh,
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I’m selling shovels over here, and Sam Brannan became
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the very first millionaire in California history.
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Now we’re gonna fast forward to 1830’s.
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We have P.T. Barnum who is my man.
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If you guys have seen the Greatest Showman,
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it’s a story about his life.
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He’s written so many amazing books.
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P.T. Barnum was one of the very first people
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to really start doing a lot of advertising
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and things like that.
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He didn’t just like have a show, he was like putting
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out leaflets and fliers and pamphlets is that he may have
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been one of the very first people ever
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to send out unsolicited mail, A.K.A. spam.
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He would spam people’s mailboxes.
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Next, 1886 to 1922, this is where selling
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at the top started.
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This is John H. Patterson was the president
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of National Cash Register, and instead of him going
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and selling to a whole bunch of people, he would go find
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an organization and he would sell the person
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at the top a goat and convince them
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that everybody below them needed goats.
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So he’d just make one sale to the influencer,
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and then the influencer then starts selling everybody else
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in their company and their team, whatever that might be.
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Then we fast forward now to 1898.
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This was the invention of the very first funnel.
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So 1898, this was way before I was born
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in case anyone’s wondering.
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Elias St. Elmo Lewis, he ran an ad agency, and he came up
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with this first concept of there were four stages
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of awareness, and if you look at this it’s A-I-D-A,
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and this is something we still use today
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in direct response marketing,
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but it was the very first funnel.
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Say okay, at the top of the funnel you’ve gotta give someone
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awareness that you even exist.
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Then you have to create an interest,
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like oh, I’m interested in that.
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Then you create desire, like oh my gosh, I need that thing,
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and then you get someone to take the action, okay?
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A-I-D-A, and this is still a principle today we think about,
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we talk about all the time.
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In fact, if your marketing is struggling, it’s probably
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'cause you’re going straight for the action.
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You’re like buy my crap, buy my crap.
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So even today, this principle is extremely powerful,
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and that came up in 1898 which is pretty cool.
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All right, in the 1920’s we started taking marketing
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and business and promotion to the airwaves.
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In 1920’s, radio burst on the scene, Dale Carnegie wrote
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How to Win Friends and Influence People
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which is an amazing book by the way that taught
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the importance of relationships and people,
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and in the 40’s, traveling salespeople were seen
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going door-to-door selling stuff that way as well.
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In the 1940’s and 50’s, this is where video
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killed the radio star.
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So when TV came out, and when you read the Traffic Secrets
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book I actually have a whole case study about this,
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but Bulova watch was the very first TV commercial ever.
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TV’s were getting put out all over the place,
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and then during, it was during one of the World Series games
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Bulova watch came on and it was a 10 second ad
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that cost $0.09 and it was a little picture of the watch
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and it said the world runs on Bulova.
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In fact, if you Google, if you go to YouTube
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and search Bulova ad you can actually see the original ad.
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It was like the worst ad ever, but it was the first ad
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that like interrupted people while they were watching
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a sporting event, interrupted them, and created desire
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for a thing which was the beginning
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of all interruption-based marketing which is
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what made Zuckerberg famous and all of us rich.
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1960’s, this is the rapid evolution.
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This is where telemarketing started coming out,
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1800 numbers, multilevel marketing, people started using
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all sorts of different selling techniques.
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There’s a really good book called SPIN Selling that came out
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where instead of just going and like trying to sell stuff,
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SPIN Selling got people thinking differently like hey,
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instead of me selling something, I need to look at myself
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as a consultant, and it started shifting the way
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that they sold things to create desire
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and to become a consultant and it became
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just a better way to sell.
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1990’s, this is where the Internet started coming about.
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We started surfing the web.
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The power of the Internet made it where instead
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of just the big brands like the Procter and Gamble
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and people who could spend $1,000,000 on an ad on TV,
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the Internet gave the ability where people like us
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could spend a little bit of money and get exposure
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and eyeballs and be able to like target directly the kind
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of people we’re looking for.
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2000’s, this is where it became easier and easier.
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This is where, you know, tools started coming out.
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CRM’s, marketing systems, email autoresponders,
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things like that that made this whole marketing game
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even better, and then in 2010 this is where funnels
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started becoming a thing.
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Companies like HubSpot popped out,
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other ones where they started building tools,
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they started taking people through processes, and then 2014,
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this is where influencers started popping up all over
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the place where they could now affect product sales.
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It wasn’t just you buying ads from Zuckerberg,
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it was like you buy ads from people all directly,
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all sorts of people, and 2015 to 2019,
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this is where we helped create the future.
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Dotcom Secrets, which was my very first book ever, came out.
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We talked about funnels, ClickFunnels came out
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about the exact same time as well.
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People started building funnels online,
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and now we are five years into this whole mission,
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and we are at, we passed 100,000 active members last week
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which is insane.
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So we’re at 100,000 entrepreneurs using this,
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and it’s growing.
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We’ve sold, what’s the stat, 4.1, $4,200,000,000
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have been processed through ClickFunnels that we can track?
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It is insane, and that is the history
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of funnels in a nutshell.
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If you want to get a copy of the book I talked about,
06:52
the Dotcom Secrets book, where we started talking
06:54
about sales funnels and how they work,
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you can get a free copy, go to dotcomsecrets.com.
06:58
On top of that, make sure if you want to get more
06:59
cool videos like this, click on the subscribe button.
07:01
Make sure you’re subscribed, turn on your notifications.
07:03
That way you’ll get a bell every single time
07:04
a new video comes out.
07:06
Thank you so much for subscribing.
07:07
I would love to hear your thoughts down below.
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Let me know what you think about the evolution of marketing.
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What are things we should have added?
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What are things that I should add
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in the future in other videos?
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Let me know, and with that said, thank you so much,
07:15
and go get your free copy of the Dotcom Secrets book,
07:17
Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)
Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.