Marketing Secrets - Podcast (Russell Brunson - FunnelHackerTV)
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On this episode Russell talks about receiving a card in the mail asking to be on a podcast, and why that offer wasn’t irresistible enough. Here are some of the other things he talks about on today’s episode:
- What was missing from the card asking Russell to be on a podcast, making him throw it away.
- Why you should always look at what is in it for your customer, or date or whatever, in order to make what you’re proposing impossible to refuse.
- And how you make something you create more valuable than someone’s time or money, so they will trade you for it.
So listen here to find out why a card sent in the mail wasn’t irresistible enough, and how that person could have made it impossible for Russell to turn down.
Good morning, good morning everybody. This is Russell Brunson and welcome to the Marketing Secrets podcast.
Hey everyone, so I’m officially back from Kenya, crazy, and it feels so good to be home. It’s so nice. It was so much fun to see my kiddos last night and this morning, we hung out. And I’m heading to the office late today, I’m not going to spend too much time there, just kind of planning and prepping for next week because next week is when world domination begins, it’s also when my diet begins, it’s also when my diet begins and my new workout regimen, and my new trainer and a whole bunch of other stuff. It’s like a rebirth, I’m excited.
The one thing I’m bummed out about though, I filmed all the story for the Kenya trip. I brought my camera, I filmed everything, I was really proud of it, for Funnel Hacker TV. I thought it was going to turn into three or four episodes, going to be amazing. And I left the SD card in the tent in the middle of nowhere. I totally want to cry. I keep calling them to see if they can find it, they haven’t been able to so far. So you may or not be able to see my entire trip. So cross your fingers that someone will find it. I want to cry.
Anyway, I do have something to share with you guys today that I think would be valuable. So we got home and we’re going through all the stuff and envelopes and packages and junk and everything and I got a card from somebody in the mail. And it was handwritten, and somehow the person had found my personal address, which is kind of creepy. But they put forth the effort, and they wrote me a letter, and like I said, it was handwritten, they said, “Hey Russell, I want you on my podcast, and it’s only going to take 7 minutes. Let me know if you’re in.”
And I read that and I gave it to my wife and I was like, “What do you think about this?” And she was like, “I don’t know, sounds good.” And I said, if you notice that in this card he was basically telling me the benefit to him. Like, “Hey I really want you to be on my podcast.” That’s a benefit for him, he did give me one benefit, it was it would only take 7 minutes of my time. But he didn’t talk about what was in it for me. And I want everyone to understand this, when you’re asking people for anything, this is when you’re trying to sell something, trying to ask a girl on a date, whatever it is you’re trying to do, you always have to create an offer.
And the offer, I don’t know if I’ve talked about this on the podcast before, but when I was first getting started, there was an acronym called WIIFM, what’s in it for me. So whenever I’m pitching someone on something, I’m not telling them what’s in it for me, I’m telling them what’s in it for them. I want the customer, or the person saying, what’s in it for me.
So if I was going to pitch Russell on a podcast, I wouldn’t say, ‘hey, this will only take 7 minutes, it’s going to be amazing to have you on my podcast.’ Because all you’re really doing is pitching the benefits of yourself of having me on your podcast. You gotta start thinking about, what’s the offer I’m creating Russell for him to take the time out of his day to be on my podcast.
And again, this is true if you’re asking someone to be on a podcast, an interview, asking a girl on a date, asking a boy on a date, I don’t know, now days that happens I guess. Asking somebody for me, it’s always about what’s in it for them. WIIFM. Thinking about that from their perspective. What’s in it for me? What’s in it for me? What is it that is in it for them?
So I would say, “Russell, I got a podcast right now, I’ve got x amount of listeners, my people are entrepreneurs that are obsessed with this thing, a lot of them know who you are, but I want to get deeper so they can understand who you are better. And if you decide to do this podcast, these are the things I’m going to do to help promote it and make sure that the time you spend isn’t a waste. Number one, the first thing I’m going to do….” And start creating an offer, right.
“The first thing I’m going to do, the podcast will only take 7 minutes, so it’s not going to take a ton of your time. So it will be really, really fast. Number two, after it’s done, I’m going to spend up to $2000 promoting this on Facebook to make sure that everybody hears the podcast, gets to listen to you. Number three, is my entire customer list. Maybe it’s not huge right now, but I’m going to go and I’m going to do a big promotion for anybody who listens to the podcast to get a free copy of your book. In fact, I would love to buy a hundred copies of your book that I could just giveaway to my listeners. Number four, I know you are a big believer in OUR, it’s a charity that you believe in, what I’ll also do is, in the podcast episode I’m going to tell everyone to go to ourfilm.org, they can watch the documentary you created so it can spread that mission. And number five, I’ll also promote that to my entire email list so they can understand about that.
“That way you only spend 7 minutes of your time, and what’s going to happen is you’re going to sell a bunch of books, you’re going to get your message about OUR out there to the world, and blah, blah, blah.”
So now it’s like, holy cow look at the benefit for me. Look at all these things he’s going to do for me in exchange for my 7 minutes of time. That would have gotten me to take the card to my office, hand it to Melanie and say, “Hey can you book this card.” Instead I looked at it and I kind of smiled, and I put it into the trash. So hopefully the person who sent this is listening to it because it’s a good idea for them. But for all of you guys, I want you thinking about that.
When you’re asking somebody for something, and it doesn’t matter how small it seems to you. Seven minutes may seem like a small thing for you, but for me, I mean I literally bill our time out at $10,000 a hour right now to be on the phone with me. So 7 minutes is never 7 minutes either. You know, there’s going to be 10-15 minutes of prep time, I have to stop whatever I’m doing to do this thing. So I mean it’s almost 15, 20, maybe 30 minutes of swing time for me to do a 7 minute interview. So if I was to sell that, it’d be $5000 or more. So it’s like I gotta make at least $5000 worth of value for Russell, for him to take this time out to go and do the thing.
So start thinking about that every single time you’re asking somebody for anything. It’s just coming back and realizing, I need to make an offer, I need to make an irresistible offer, even though it seems like 7 minutes is not that big of a deal, it’s huge for Russell, or it’s huge for whoever it is you’re promoting or pitching on whatever the thing is you want to do. So start thinking about that you guys.
It’s the same skill if you’re asking an affiliate, if you’re asking for an interview, if you’re asking a customer, we need to become better at creating irresistible offers. I’m going to preach that over and over and over again. In fact, we’re working on a challenge, initially it was going to be called the one comma club challenge, but I think we’re changing it to the one funnel away challenge. We’re going to be working with you guys to get your first thousand bucks, or to get you to the first million, whatever the next funnel away is that you’re looking for, for your business. So that’s the focus.
But the majority of what that thing is going to be is teaching you guys how to create irresistible offers. So for you guys, start thinking about every single aspect of your life. If I was going to ask a girl on a date, I’m not going to be like, “Hey do you want to go on a date with me?” Because now it’s like, I gotta create an irresistible offer and say, “I don’t know if you know but there’s a really cool band that’s coming in town and they’re one of my favorite bands in the world, and there’s a concert. And I actually got front row tickets to the concert, I’d love to have you come. And what we’ll do, before we go to the concert, we’ll go get sushi…. What’s your favorite food? Sushi? Cool, we’ll go get sushi, then we’re going to go to the concert. After the concert a bunch of us are hiking up this mountain and we’re going to watch the sunset or the sunrise or something, it’s going to be amazing and afterwards I’ll take you home. Or we’re going to have an early morning breakfast.” Or whatever.
I’m going to create a really good offer, because then it’s like, the person I’m asking on a date is not saying, ‘okay do I want to spend the night with this person or not?” they’re saying, ‘holy cow, if I spend the night with person, look at the benefits that come back to me. What’s in it for me?” That’s what your prospect is always saying no matter what the offer is, no matter what the pitch is, no matter if you are pitching a date, pitching a promotion, pitching an interview, pitching a sell, pitching a mastermind, pitching a seminar, pitching whatever it is, they’re always thinking, what’s in it for me?
So you have to make that so irresistible. How do you create, how do you make a stack slide? Go back to Expert Secrets, study the stack slide section, making a stack slide for everything, literally everything you guys. When I want to go to a movie, I don’t call my friends like, “Hey, do you want to go to see the new Avengers?” I’m like, “Hey guys, this is the deal, the Avengers, opening night tonight. I’m going to go, and I’m bringing four other people that are awesome, but we’re all going to go together and we’re going to hit dinner before we go, then we’re going to watch the movie and then we’re going to eat.” So I pitch them, I create an offer for them so that it’s not just a product, not just a transaction. I’m trying to make it where the thing I’m offering them is so much more valuable than what I’m asking in return. So they have to say yes.
Always you guys, if you start understanding this in business, in marketing, in sales, in everything, you’re entire goal is just make the thing that you are asking them so much more valuable than the thing you’re trying to get in return. If it’s money, if it’s time, if it’s whatever. Make the thing you’re offering them so much more valuable than what you’re asking in return that they have to say yes. That’s it. That’s the big secret. That’s it, there’s nothing bigger than that. That’s it.
People have a value of their money, you have to create something that’s more valuable than their money, and they’ll give you their money, they’ll trade you. That’s it. If you want their time you have to create something more valuable than their time, and you trade it. And that’s the game. It’s a really fun game, I hope you guys enjoy this game.
Anyway, I’m at the office, I’m going to go play for a few hours, get some stuff prepped and ready for the week, and then I’m going to head back home and play with my kids and we are going to have the time of our lives, if I’m not sound asleep. I think it’s like 8:00 pm Kenya time so my brain is still a little bit slow. So it might take a minute to, take a couple days to get back to it. But it will be fun.
I appreciate you all, thanks for listening. And if you haven’t yet, go to marketingsecrets.com/blackbook, go get the Black book. Julie Stoian on my team, she went through 500+ episodes of this podcast, found the 99 that she thought were the best, and rewrote them into little 500 word chapters, kind of explaining the core concepts and giving you direct links back to those episodes if you want to go deeper on it. It’s free, it’s a pdf, I think it’s 3 or 400 pages, I don’t know. 200-300 pages. We spent a ton of time, ton of effort, ton of money getting these created for you and I think you’re going to love this. Go to marketingsecrets.com/blackbook, go and get it, you will love it. And with that said, appreciate you all, have an amazing day, and we’ll talk to you soon. Bye everybody.
Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…
Hurry, these are almost sold out.