The Shift: Moving Away From Pain

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

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With the economic shift, we have to shift how we’re marketing or we are going to lose our customers and potentially our businesses.

On this episode Russell talks about how when uncertainty in the world happens you need to make a shift in the way you market and offer your customers a life preserver. Here are some of the amazing things to listen for in this episode:

  • Find out what kind of shift you have to make to sell to a market consumed with fear and uncertainty.
  • See why Dean Graziosi was the last real estate guy standing after the last market crash.
  • And see how you can market with a life preserver and better get through to your audience.

So listen here to find out what shift you need to make in these uncertain times.


Hey, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. I am in the middle right now of the Traffic Secrets book launch, which means I am doing podcast interviews, Facebook lives, a million different things, publishing everywhere, and having a lot of fun doing this virtual book tour from the quarantine in my home, because right now we are in the middle of the Coronavirus. So everyone’s locked away at home, and it’s been kind of a nice chance to sit down and only focus on publishing and talking and sharing stories about the book. So that’s kind of what’s happening right now.

And what’s interesting is something came out of one of the interviews that I wasn’t planning on. I’ve talked a lot in the past about how your dream customers are either moving towards pleasure or away from pain, and the interviewer asked me how that relates to today’s market. And my answer kind of surprised me, and when I got done I was like, that turned out to be really cool. I need to share that on the podcast.

So we’re dedicating a whole episode to that. So with that said, I’m going to queue up the theme song, when we come back I want to talk about what’s happening with economic times, and how understanding if your customer is leaning towards pleasure or away from pain, can change everything for you.

Alright so as you know, in most decisions most people make their decisions based on one of two things. They’re either trying to move towards pleasure, or they’re moving away from pain. And what’s interesting is in the last 8 to 10 years the economic market has been amazing, it’s been awesome, super successful, and it’s because of that people have a lot of certainty, a lot of, they feel comfortable. And it’s because of that, a lot of people when they’re making their buying decisions or making their decisions moving towards pleasure. They want a bigger house, they want to live happier, they want to get 6 pack abs, they want to feel good, they want to make more money, they’re making decisions toward pleasure.

What’s interesting though, now that this whole Coronavirus hit, there’s been this huge shift. And now everybody has shifted to where there’s fear, there’s uncertainty. When there’s uncertainty in the market, it causes people fear and pain. And what’s interesting is that even 2 weeks ago, most people were making their decisions moving towards pleasure, where today most people are making decisions about moving away from pain. So what does that mean for you?

It means for you, you’ve got to look back and say, “Okay, are the products and services that I’m selling right now, are they helping people to get out of pain?” or “Am I positioning them 100% in a way to get towards pleasure?” When I started the Traffic Secrets book launch, my plan was for the most part to talk about moving towards pleasure. If you want your business to grow, you need more customers. If you want, you know if you want to make more money, all those kind of things, that was going to be the message of the Traffic Secrets book launch.

Little did I know that the day the book launch happened, that most of the world was going to go on quarantine, we’d all be living out of our homes and freaking out. What’s crazy is the day before the book launch I did a Facebook live to the Clickfunnels community talking about the Coronavirus and how we can thrive during these economic times. And I kind of went deep on that, in fact, I shared it here on the podcast, so you guys had a chance to listen to it.

And right before the call, literally a minute before I jumped on that Facebook live, Dean Graziosi jumped on and he said something really, really powerful. He said, “You know during the last crash, before the crash happened, there were 50 guys on infomercials talking about how to make money in real estate. I was one of 50 guys. And then the markets crashed, everything fell apart, the economy got destroyed. When all was said and done, within a year I was the only person still on TV. And everyone was like, ‘how are you making it work? Our ads don’t work anymore. Our commercials don’t work.”

And he said, “The thing that I discovered that everyone else missed, everyone else in their ads were talking about moving towards pleasure, how to make money in real estate, how to set up your family for success, how to get rich. All these things. I shifted my message from real estate is how to get rich, to real estate is a life preserver. It’s how you protect yourself in a bad economy. I shifted my message to how my product and service is a life preserver. My product is the same, how I market it was different.”

And I think that that was the big aha today. You have to understand right now that we’re in a time, I don’t know how long that’s going to last, 2 weeks, 2 months, 2 years, who knows. But we’re in a time right now where people have fear. So they’re not going to be making as many decisions moving towards pleasure as they are making decisions moving out of pain.

So how can you position your product, instead of being this huge things, you know this how to be moving towards pleasure, but how can you make it a life preserver that gets them out of pain? And if you look at the way we’re promoting Traffic Secrets from the Facebook live, the podcast interviews, all the things I’m doing right now, I keep telling people literally that the Traffic Secrets book is a life preserver. Your business is going to drown if you don’t have customers. And that’s what this book is about. It’s creating a life preserver for you, to be able to during these crazy times still have customers coming in your door.

And it’s just a little shift but I think it’s so essential for everybody to understand. So again, if you think about this, it’s literally section, secret number one in the Traffic Secrets book I talk about figuring out your dream customers and if they’re moving towards pleasure or away from pain, and then marketing your ads towards those. And when I wrote that chapter, it was again, a good time and I was saying, “you gotta write different ads for the people moving away from pain than you do the people moving towards pleasure, and you target them differently.”

But today I would suggest before, I would say before it was probably 80/20 where 80% of people were moving towards pleasure, and 20% made their decisions moving away from pain. I would say today it’s probably flipped, where it’s probably 80% of people are making decisions that move them out of pain and out of discomfort. And 20% are making their decisions about moving towards pleasure. So it’s your job to come in there and be that voice that’s going to help them to get out of pain, that’s going to help them have faith and hope, and a brighter future and things like that.

So the question for you is how can you reposition? How can you rebrand? How can you market your product differently, as a life preserver as opposed to a magic pill?

Anyway, I hope that helps you guys in whatever part of the journey you’re in, however you’re serving. This is probably the most vital, most important time for all of us who are gatherers, to gather our people. I did a podcast a couple of years ago talking about how we’re all gatherers, right, we gather people and then we serve them. And I always felt like my role was I’m the gatherer of gatherers. I’m gathering all these gatherers. And I’m hoping, I’m trying to the best of my ability to set an example.

Notice I’ve gone, depending on where you follow me at, I’ve gone live on Facebook every day since this whole thing happened. I’m going live trying to spread hope and show the future. Trying to show how navigate these crazy times, giving people some faith in a better world because if the only thing we’ve got right is a faith in this craziness, it’s going to be scary for people and it’s going to be hard times.

So it’s important to us who are publishing, who have a voice, to put our voice out there and just share this talk and give people comfort. Anyway, I hope that helps. Your people need you, it’s time for you. Don’t be quiet. They need you, they need what you got. So go out there and tell it to them.

Alright you guys that’s all I got for you guys today. I hope you’re doing amazing. If you don’t have the book yet for some insane reason, go to, we’re doing the pre-launch right now, the books are literally free. You cover the shipping and handling, I pay for the books and then we ship them out to you. The ship day is not until May 5th, but the book, if you go right now you can get the book, you can download, the order form bump is the audiobook. I read, I spent three days in the studio reading it, it’s seven hours long. So you can listen to the audiobook immediately. You can plug it in.

I’ve had a ton of people who have already finished the audiobook and they told me it’s really good. So that makes me happy. And then on the, there’s a bunch of amazing bonuses. If you go, there’s 3 or 4 presentations, excuse me, from Funnel Hacking Live, that I think you’re going to love that are also part of the bonus when you get the product.

So anyway, regardless it’s time for you guys to get your life preserver. Go to to get it. Alright thanks you guys, appreciate you all and we’ll talk soon. Bye everybody.

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