The POWER of words!
I had a chance to take a look at this Penthouse in this amazing building in downtown Boise, Idaho… Just because I thought it would be pretty cool. That’s all I wanted to do...just ‘see’ what this building was all about.
So my beautiful wife Collette, and two of my partners, Brent and Dave, met at the penthouse. I walked around the desk and sat down and looked out the window.
And then Dave said something that was so simple and so powerful that...in a single moment… Totally changed my mind from, “There’s no way I’m buying this office” to: “I’LL TAKE IT! This is where I BELONG! Where do I sign?!”
Want to know the simple words that Dave said to me? Then you have to tune in to this crazy-good episode of Marketing Secrets.
And so that was what I wanted to share with you guys today, the power of painting a vivid vision for your people to dream about. Why should someone invest in your product or service? And we have all these things we do, all these techniques, all these strategies, and I talk a lot about these on the podcasts and the books. And all of them have important things. Like telling stories to break people’s false belief patterns to trump their story. That’s such a powerful tool for sales. Using urgency and scarcity is so powerful.
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What’s up everybody? This is Russell Brunson, welcome back to
the Marketing Secrets podcast. Right now I’m driving in downtown
Boise, to the Penthouse and I just had an interesting thought I
wanted to share with you.
The reason why I want to do this podcast right now is because
there’s a really interesting psychological self strategy that was
used on me to get me to invest in this penthouse, and just some
context. I haven’t talked a lot about it, I think I’ve mentioned
“I’m going to the penthouse” But I never talked about what exactly
it is. And I’m not going to go into a ton of detail, but basically
downtown Boise, we purchased a penthouse.
It’s kind of insane, but it’s beautiful. I went to look at it
initially because I thought it would be fun to go look at a
penthouse. And we got there and it’s like on the top floor of this
building and you see all of Boise and it’s beautiful, it’s super
cool. And I’m looking at it like, “This is so cool. I love this
thing.”
But it never once crossed my mind that I would ever actually buy
it. It wasn’t even like, I totally went just because I thought it
would be fun to go see it. And we walked in, walked around, saw all
the rooms, I was like, ‘This is so cool. I can’t even imagine
living here and how cool that would be.” And all the thoughts that
kind of go with that. And then we walked in this one room, and it
was the office. And it’s not a huge office, it’s a little office
and it overlooks the entire city of Boise. It’s beautiful. And they
had a desk there and a chair and stuff like that.
So I walked in that room, I was there with Dave Woodward, my
beautiful wife, Collette, and Brent Coppieters, and the real estate
agent. I think that was everyone that was there. Anyway, I walk in
there, I’m sitting there in that room, I sit behind that desk and
I’m looking out over the whole city of Boise and Dave said a
phrase, he said, “Can you imagine sitting in that desk writing the
Traffic Secrets book.” And for a second I imagined it. And I was
like, “Oh my gosh, how cool would that be? Sitting here and writing
the book and looking over the city and daydreaming and figuring out
concepts and writing them, all those things.
And that was the seed. That visualization of that experience is
what made me desire this penthouse. It increased the desire so much
so that we ended up buying something that logically makes no
logical sense whatsoever. But because of the vividness of that
vision, I heard someone call it before a vivid vision, because of
the vividness of that vision it caused me to do something defying
all logic and completely go with an emotional sell and buy it.
And so that was what I wanted to share with you guys today, the
power of painting a vivid vision for your people to dream about.
Why should someone invest in your product or service? And we have
all these things we do, all these techniques, all these strategies,
and I talk a lot about these on the podcasts and the books. And all
of them have important things. Like telling stories to break
people’s false belief patterns to trump their story. That’s such a
powerful tool for sales. Using urgency and scarcity is so
powerful.
But when you look at those things tied in together, I think one
of the most powerful things, that I rarely talk about, probably
because I couldn’t articulate it until really this experience with
myself, how do you paint a vision in your potential customer’s
mind. Not just a vision, but a vivid vision that they can feel,
they can taste, they can smell, they can see, they can experience
in their mind, so much so that they put themselves in that spot.
Like I experienced that, I need this, I want that feeling
again.
And it’s just something interesting to think about, because it
just got me to spend a ton of money. And thinking about that with
Clickfunnels and my business, I think unknowingly Ive done that a
lot of times. I try to paint a vivid vision for the funnel hacker
community, and for our people, and for everything. And what’s
possible, what it could look like, what the future could be if you
were to have a funnel, all those things. But again, for me, every
time you see, when you become aware of something, aware of the
pattern, the concept, the idea, then it’s easier to amplify it.
So tonight that’s what I want to share with you guys. What’s the
vivid vision you’re trying to cast for your audience. What does
that look like? If they were to experience whatever it is you
experience, like the business or relationship or whatever it is
you’re selling? Imagine at the peak, the best possible experience
they could have in that moment, what would that look like and how
could you paint that in the minds of your prospect.
You know for me, it was Dave sitting there and saying, “Man, can
you imagine sitting here and writing the traffic secrets book,
looking out? That’s the background that you’re writing this thing
on?” And I did. I saw it, I felt it, I tasted it, I smelled it, I
experienced it. And it was so real and so exciting and so, I don’t
even know the words, so much so that I wanted, I fought on my side
to make that possible. I went out of my way to convince myself and
everyone I love, and everyone around me, I must get this thing.
As opposed to the real estate agent trying to close me. The real
estate didn’t do anything. They didn’t need to do anything. Just
someone was there who painted the vivid vision. So that’s my
question for you guys, how do you paint that vivid vision in the
minds of your customers?
Part of its story, but it’s even more so than that, it’s
experiential. If you listen back to any of the episodes about
storytelling, or read the expert secrets book, they talk about one
of the biggest things with story is you have to get into the
modalities. It’s not just like, “I went to the store and I felt
good.” That’s how most people tell stories right. “I went to the
store and I was walking in and I felt this weird tingling down my
spine and as I walked through I felt this burst of cold air on my
skin. And it broke me out in this cold sweat because of the nerves
I had as I was going through. And my hands started sweating and I
walked through and I could feel my heart start beating faster and
faster.”
You tell a story like that, you start bringing in the
visualization of what you’re actually experiencing, the mind, the
body, the gut, the feelings you feel as you explain those things,
people, it becomes more real for them. Like for Dave in that
moment, because I was sitting there and I could actually experience
it, it was more powerful. I don’t need Dave to go into the whole
details of like, ‘Can you imagine the smell of the wood.” Because
I’m sitting there, I’m smelling the wood of the desk, right. So
it’s so much more powerful when it’s in person and you’re able to
see it and feel it.
But when you’re not in person and you’re on a webinar or a
podcast or whatever, how do you paint that vivid vision in such a
way that people experience it? And it’s coming in and telling the
story and explaining the senses and what they smelled, felt, what
they experienced, all those things. You’re plugging those into the
description as you’re explaining it, and that’s what gets people to
feel it and experience it before they’ve ever had it.
And when they experience that vivid vision, that’s the secret,
that’s when they start coming to you. And they will start
convincing themselves and everyone around them that they need to
buy your product and they will come and they will sell you on why
they need your product, because they want it so bad.
I hope that helps. Put that up on your boards, paint the vivid
vision, what’s the vivid vision you’re going to pain for your
customers? And hopefully this episode helps you guys.
If it did help you at all, please take a snapshot of it and post
this on Facebook or Instagram or wherever you post stuff. And tag
me on it, I’d love to see it. @RussellBrunson on Instagram, and
@RussellBrunsonHQ on Facebook. And then use the #marketingsecrets,
and I would be greatly appreciative. And also, if you’re listening
on iTunes, please take 5 seconds on go to iTunes and tell the
people over there in Apple Land that you like this podcast, if you
like it. If you hate it, just delete it, you don’t need to listen
to me. But if you got any value and you’ve never left a review,
please go rate and review me, that would mean the world to me.
With that said, I appreciate you guys and I will see you guys
after the penthouse. Maybe I’ll drop a podcast there tonight or
tomorrow. We’ll see. But I appreciate you guys listening and
we’ll talk soon. Bye everybody.
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