Full Episode Transcript
Alright everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. This is episode 3 of 3 of the conversation domination presentation. I hope you’ve been enjoying this. I hope that it’s getting the wheels in your head spinning and turning and thinking about what’s possible.
If you have enjoyed this at all please take a screen shot of this episode and post it on social, on all your different channels and platforms, tag me on it and use #marketingsecrets, I’d love to see it and love to hear your thoughts about this episode. It means the world to me when you guys share this, and if you haven’t rated or reviewed, please log into iTunes and go rate and review these. That way, I always read those and it makes me feel good about myself, which makes me want to do more podcast episodes for you guys for free.
Literally this is the kind of stuff we normally sell and I’m giving it to you for free because I love you. So in exchange for all this cool stuff I’m giving you for free, if you could go rate and review, that’d be sweet. So like I said, in the very near future we’re going to be coming out with a deeper dive training program into this whole concept of conversation domination, but for today, I just wanted to give you guys this three part series from one of our Funnel Hacking Live events. I hope you enjoyed it. With that said, I’m going to queue up the theme song and we will come back with part 3 of 3, the exciting conclusion of the conversation domination presentation.
Next is Dream 100. Dana Derricks is going to be talking about dream 100 I think tomorrow or the next day. Dream 100 is the key to all sorts of traffic, and I cannot wait to unlock this for you guys. But dream 100, these are the people that already have your audience. So how do you get those people’s audiences to follow you? There’s a lot of different ways.
Partnerships, paying people, we pay people to post stuff and say, “Hey Russell Brunson is awesome, follow him here.” And we pay and all the sudden we get a whole bunch of their followers. We doubled our followers in the last month and a half by just doing these paid ads like that. It’s really, really cool and not that expensive.
So the last one I’m going to go through really quickly is how you post. So there’s the whole science to this as well, that I’m not going to go too deep into. But instagram is based on hashtags. Hashtags work like this, Instagram is like a filing cabinet of everything that’s happening in the world, hashtags are like the folders, here’s all the stuff that’s interesting, and then your posts are the papers.
So the way it works here is, like if you’re posting something, there’s going to be people on Instagram like, “What’s happening in Disney World today?” and if you tag Disney world, it’s going to pop up like, “Oh Russell’s here. What’s happening?” and people can watch your thing, people can find you that way. So you can do it based on location, on events, on the brands, on the community, and on trending stuff.
So if I was to do a video here, if you guys did a video on Instagram you could be like, “Hey I’m here at Funnel Hacking Live, it’s amazing.” Then be like, #disneyworld #cornoadosprings #funnelhacker # clickfunnels and if you do that, when someone searches clickfunnels because they’re here at the event, or when someone searches cornado resort, like, “What’s happening here in cornado resort? Oh here’s five cool people posting stuff.” People can find you really, really quick. So it’s all about figuring out where these conversations are happening and kind of plugging in.
And I got one other trick I want to show you guys on Instagram, then we’re going to move on to the next platform. This is a trick I started using that literally 3x’d how many people watched my reality show every single day. Every once in a while, and I did this yesterday and this morning as well, I go and do a video. I was on the plane like, “Hey everyone,” this is in my Instagram feed, “Hey everyone, we’re going to Funnel Hacking Live, it’s going to be amazing. If you want to see behind the scenes of what we’re doing, click on the link, you’ll see the whole reality show. I’m going to show you guys behind the scenes of everything. I’ll show you meeting all the cool people, it’s going to be really, really fun.”
And all the sudden the amount of views I got, or I will get over the next week, I will more than 3x. So I’m publishing in my Instagram channel telling people to go up and do it. Same thing on Facebook. I go to Facebook like, “Hey guys, come see behind the scenes.” And I push people back, let them know something amazing is happening this week, make sure you watch my reality show, and if they do it for 2 or 3 days they’ll be connected and hooked and they’ll keep watching it for forever.
So that’s Instagram. So the next channel that we want to move into. The next channel we want to move into in this process, again, if you look at the framework, we’ve got our ads that build distribution, distribution builds the channels, a special focus on Instagram, Instagram promotes the episodes, and now I want to start focusing on these other channels as well.
Now one thing I want to stress, I don’t want you guys trying to go build all channels at once. I want you guys to find one channel to focus on and become really, really good at it. Remember zero to a million, a million to ten, ten to a hundred. Zero to a million is all about one channel. Most of the guys and gals in inner circle got to two comma club just doing facebook. That’s it. Now they’re starting to scale and grow and that’s when they start adding in more platforms. So don’t think you have to do all of them tonight. Just pick the one. I’m going to kind of walk you through all of them, just so you understand them.
So this one, I look at Facebook more like a talk show. The way it works, my goals in this is if you look at how Facebook’s algorithm works, they want interaction, they want stuff happening, they want engagements, they want comments. That’s what they’re rewarding people for right now, that’s why Facebook lives are doing so well.
So I look at these the same way. If I was like Jimmy Kimmel or Jimmy Fallon or Jay Leno, this is how they do their shows for the last however many years right. Same process. The first thing they do in their show is always an opening monologue, then they talk about the industry, they do interviews etc.
So if I’m doing a FAcebook live it’s the same thing. Here’s my opening monologue, let me tell my story. Let me do Q and A’s, let me get engagement, get people talking, that becomes how we do a Facebook live talk show. The other goal is to build rapport.
A couple of things about Instagram, the pros and the cons. The pros are really, really fast. You do a Facebook live and instantly there’s 20, 30, 50, 100, 500, 1000 people that fast. So it’s very fast, very targeted. The negatives are Facebook is the newsfeed platform. So it happens, it’s there and then it goes down, down, down and eventually just disappears. It’s kind of like email. If you send an email to someone, they don’t go back 5 years later to find the email, it kind of disappears. The same thing happens with Facebook, it’s there, it’s exciting, and then it’s kind of in the newsfeed and it ends up disappearing.
Think about this, it’s the same thing with talk shows. How many of you guys ever go back and watch reruns of Jay Leno? You don’t watch reruns of talk shows. And when a talk show is showing a rerun because they’re not live, you just turn the TV off. People who watch reruns are not going to watch reruns typically of Facebook Live, so it’s short lived. But it’s powerful because you’re talking in the moment, right then, what’s happening, so that’s kind of the pros and cons of it.
You have the show, distribution to go and build your facebook channel, then you use instagram to post all the episodes, to push up to, “Hey, I’m about to go live on Facebook, it’s going to be amazing. I’m talking about this, and talking this. Swipe up to watch to watch it. I’m going live in 5 minutes.” “Going live in 2 minutes.” “I’m about to go live, come watch it.” “I just went live, you guys, if you missed it here’s the link, go check it out.” Pushing people to that thing, then I do the episode. So that’s how Facebook kind of works in this format.
The next channel I want to talk about is my sitcom, which is YouTube. Now YouTube is obviously a little bit different. Our YouTube channel is YouTube.com/funnelhacker and we spent a lot of time over the last year trying to figure out YouTube. I think, my belief is Facebook is shifting a lot and we’re going to see a lot of changes over the next twelve months. I think that a lot of you guys start putting more energy and more effort into YouTube, it’s gonna be a really good longer term play, just because I think Facebook is doing some weird stuff and it just makes me more nervous.
So we’ve been trying to diversify very heavily into YouTube, which is why we invested so much time and energy and it’s a really good platform for a couple of reasons, and I’ll walk through those.
So one thing nice about sitcoms is people will rewatch them. Awesome. How many of you guys have watched Seinfeld at least 100 times every episode? How many of you guys could quote any episode that I gave you, pretty much verbatim? Soup Nazi, yes. So people will watch reruns, watch refunds too.
Number two, the cool thing about this video is you post it on YouTube and you post it there, and then the video, unlike Facebook that disappears, you post it on YouTube and it grows. It just keeps growing and growing and growing and growing. It’s the craziest thing in the world. I don’t see that on Facebook. When I post a video on Facebook it disappears, I post it on YouTube and it grows and it grows and it grows.
So you can spend more time and effort creating a YouTube video because the longevity is huge. I would not spend a ton of time and energy on a Facebook Live because it’s going to die in a couple of days. So jump on Facebook live, do your talk show, Jimmy Fallon, do the whole fun thing, but YouTube spend some time and create something amazing because after its posted there it will continue to grow and to grow and to grow. And that’s the magic of YouTube. People watch things over and over and over again.
Now there’s two types of videos we create in YouTube, and I’m going to kind of go through both of those so you understand. Number one is what we call discoverable videos and number two are engagement videos. So my goal is each week I’m trying to put out at least one discoverable video, and then one engagement style video, does that make sense.
Okay so this is kind of how they work. A discoverable video, the goal of that, is to get people to discover who I am. This is the other power of YouTube, because even if I have no following, for example, I don’t know if Joe Marvolo is here, but Joe, yeah, I love Joe. Give him a round of applause, he’s awesome. So Joe’s the dude who is helping me with my YouTube stuff, so you should all give him all your money. So when I first met Joe 6 or 7 years ago, when we had a product we were selling called How to Overcome Pornography, and he saw it and he was like, “Hey man, if you want I can make you a video on YouTube to promote this thing.”I’m like, “Okay, go for it. I have no idea if that will even work. Do you have a following of people who should overcome pornography?” he’s like, “No, but the cool thing is I can create this video and people who are struggling with pornography, those people will find it.”
So we made two little videos talking about pornography addiction, added a link going back to our funnel, and he posted them on YouTube, and between these two videos, what’s the view count up to between the two now, do you know? Almost two million views, two million people have searched for how to overcome pornography addiction, saw Joe’s videos, clicked on the link and came into our funnels. Two million people, that’s without any kind of distribution. All because it’s discoverable.
Okay, so what Joe’s been teaching me, what we’re trying to do more and more of, is on these videos that are discoverable, as you’re trying to get people to subscribe to your channel, and you’re focusing each video on an actual keyword phrase. I’m not going to get super deep into the weeds on this, but that’s the thing. You make a video and it’s like, “Hey, my name is Russell Brunson, this channel we’re talking about how to build funnels and it’s really cool, how to grow your online business. If you want to subscribe, click the button and subscribe down below.” And then it’s like, ‘Now today I’m going to talk about, (what’s my keyword phrase) sales funnels for real estate agents.” Let’s say that’s my keyword phrase, and I talk about it and get them all excited and that’s the thing, and in the end I give a call to action like, “Go to Clickfunnels.com to get a free sales funnel.” Or whatever it is. That becomes the video.
Now I can get that video ranked for the actual keyword phrase, people who don’t even know who I am are going to discover that and they’re going to join my channel and that’s kind of the magic behind it, focusing on the keywords.
Alright, number two then, there’s discoverable videos where you’re getting people to discover and find you, and the second one is where you create videos that are going to build a rapport with people. People will get to know who you are. Oh excuse me, I’m jumping ahead. Okay, sorry, I’m going to come back.
So this is back to discoverable. This is a really cool tool that Joe showed me called vid IQ, which is awesome. Vid IQ is like a free plugin you plug into Chrome and then when you go to YouTube your YouTube starts looking way different. If you look at this, it shows you all sorts of stats. So if you want to funnel hack people, you go to, let’s say I want to be ranked for sales funnels, I could use this plug in, go to YouTube, type in sales funnels and it says, “The number one dude, this is what he did. This is all the key words he focused on, what his video looks like, how many subscribers he gets, how much money he makes.”
It gives you all the detail. So as funnel hackers, what do we do if we know everything our competitors are doing? We win. We reverse engineer that with your videos. You say, “Okay, I need a video that’s this long, I need to make sure I focus on these keyword, this targeting.” and you go back reverse engineer, go back and create it. Vid IQ is an amazing tool that gives the ability to go and reverse engineer videos so you can go and do the same process.
Alright, so that’s number one that’s the discoverable videos. And the second one are the engagement videos. People who are on my channel, people who are following me, how do I build more of rapport with them? And it’s by creating these other videos. How many of you guys watch our Funnel Hacker TV episodes? How many of you guys have ever seen our behind the scenes show?
These are all videos. Funnel Hacker TV, our behind the scenes show. These are videos we’re creating to cause connection with our actual audience, so they like us and actually care about us. And what’s cool about these, this is like Seinfeld, people will find their favorite episodes and share them and watch them over and over again, and a bunch of things like that.
Here’s an example of one of the videos we created a little while ago, that’s done really, really well for us. It’s just, I was on vacation and I was like, “I’m going to spend a little bit of time and we’re going to make a really cool video that’s going to speak to my people. I want to connect with them at a different level.” So after you guys see this video I’m going to ask you guys, I’m curious how many of you guys actually connect with this video, because that was the goal of people on my channel to actually connect with it.
“Why are vacations so hard for entrepreneurs like us? Do you ever have any of your friends or family members or people you care about, maybe a wife or a spouse, tell you something like this, ‘you need a break. You need to stop or else you’re going to get burned out.’ How many times do we have people who we love and we care about tell us things like that? They think that a break is what we need to be happy, to have a balanced life. What they don’t understand is that us entrepreneurs actually get stressed out by vacations. Why?
“Right now I’m in Kawai, Hawaii with my wife celebrating our 15 year anniversary and this beach house right here, we’re spending over $2500 a night to stay here. We’ve flown in helicopters, we’ve gone on boat tours, we’ve floated down irrigation canals, we’ve had an amazing vacation. But I’m actually more stressed out now than I was at home running my entire company. Why? Because entrepreneurs don’t need vacations, but the people around us that we love, they do.
“What our loved ones don’t understand is that us entrepreneurs, we don’t get happy and sad like normal people, we only feel momentum. We’re either moving forward or we’re moving backward. When we’re moving forward we’re happy, when we’re not, we feel sad, we feel upset and we feel stressed. It’s kind of like when the coach pulls you out of the big game and sets you on the bench to catch your breath. As you’re watching the game from the sidelines, you’re seeing your teammates, seeing other players all move towards the goal line, you want to do everything in your power to get back into the game. Being in the game is why you do what you do.
“What they don’t understand is that what we do, it is our hobby, it is our vacation, and when we’re moving forward that’s all the fuel that we need. When we have to stop for vacation or for sleep, so does our momentum. So if you’re watching this and you care about an entrepreneur, don’t worry about us. We’re not going to burn out. We don’t need a break, we just need to keep moving forward.
“So if our mind is wondering while we’re on vacation or it seems like we’re struggling, it’s not because we don’t love you. We do, in fact, that’s the reason why we’re on this vacation, it’s because we do love you. We’re just trying to figure out how to keep moving forward without ruining the vacation for others around us. And for my entrepreneurs who are watching this, first is tag and share this video with those around you who love you, so they’ll understand you better and they’ll stop trying to get you to relax.
“And second, the secret to a happy vacation for you and for the people you love is to figure out ways to keep momentum happening even while you’re on vacation. For me it’s reading a book or listening to an audio course, or something I can learn that doesn’t interrupt the vacation for others. For them, it seems like I’m relaxing, so the people I love don’t stress out and think I’m going to burn out. But inside my mind I can continue to plot and scheme and figure out how to keep things moving forward. You’re an entrepreneur and this game we play, it isn’t a job, it’s your life and that’s okay.”
That’s how you all feel too, right? I just want to make sure I’m not…cool. That’s the fun thing, you create stuff like that and people watch it over and over and over again. I have people all the time like, “Hey, I sent that to my wife. I sent that to my parents. Sent it to my kids, now they understand why I’m this way.” You create cool stuff like that, it’s like, it’s like Seinfeld, they watch it over and over. They watch it and they share it and it’s amazing.
So that’s kind of the fun stuff. So again, the goal of the distribution that we’re building is to build the channels. So you build your instagram channel, your facebook channel and your YouTube channel. Then you go use Instagram now, swipe up to watch your episode.
So I was in Hawaii, excuse me, we back from Hawaii I’m like, “I’m back from Hawaii, making this video and it’s going to be amazing, you guys.” And I talk about it, talk about it, talk about it and when it’s finally ready, “Swipe up to watch it.” And everyone’s excited because they are part of the process.
Alright the next channel I want to focus on, and this is, I say they’re all my favorite, I love all of them I’m not going to lie. But this is one of my favorite, the radio show. The radio show is your podcast. How many of you guys have a podcast right now, that are in this room? That is amazing, I love it. I am a big believer in podcasts. So this is your radio show.
The reason why I like podcasts, one of my favorite channels, is because it’s the most intimate. The reality show is intimate, it’s nice, but this is the most intimate. When people listen to your podcast, it’s usually when they’re unplugging from everything else. They’re putting it in and they’re working out, or they’re driving, or they’re separated and it’s you in their head talking to them. You hear Natalie up here, she’s like, “Everyday I work out I listen to Russell and Alex.” We have this distribution channel into the minds of our dream customers to tell them what we think, what we believe, what we’re doing, why they should care. And it’s powerful.
There’s just something magical. I think people are insane if you don’t, I think everybody on earth should have their own podcast. When Alex Charfen and I were hanging out this summer we were talking, I’m like, “Why don’t you make a podcast about your entrepreneur personality type?’ He’s like, “People told me it was a bad idea.” I’m like, ‘Are you kidding me? I would love to plug in and just have you bring up ideas into my head all day long.” And he did it. Is Alex, where you at? Are you in here? Yeah. How’s it been for you, I don’t have a microphone, but how’s it been for you so far? Has it been amazing for your business? He did over 200,000 downloads without any paid advertising, is that amazing? It’s amazing.
200,000 people or times people have downloaded a message that he created and put it into their minds. Do you know the power of that? How many of you guys think differently because you’ve heard me talking in your ear for the last year, two years, five years? I think about the podcasts I listen to and it’s transformed me. It’s one of the most powerful media’s we have. It’s intimate.
Podcast listeners will also become your best buyers. This is proven. People who listen to podcasts are worth more money to you. If you look at, in fact, if you look at people that listen to the radio in their car versus people who listen to podcasts, it’s, I don’t remember the exact number, like the average person who listens to the radio all day makes like 30-50 thousand dollars a year, podcasts it starts at like 150 thousand dollars a year. It’s crazy the separation.
If you get people actually listening to you during their drive time, they’re worth more to you. Plus you’ll be found on a platform by people who are actually looking for your stuff as well.
My big suggestion, don’t just do a question and answer show. It’s okay to do question and answer stuff, but the biggest problem I have with Q and A shows is that people won’t get to know you as well. I like listening to a podcast because I want to hear the host and what their thoughts and their ideas are. So you could do Q and A but I recommend do a lot of them where it’s just you talking and telling your stories.
The next thing is try to record them how people are actually listening to them. The first five years of my podcast was me driving in my car on my way to work while I was talking. And most people started listening while they were driving in their car to where they worked at. If I was in the fitness market I would be working out on my treadmill doing my podcast, knowing that my audience is probably working out on the treadmill while they’re listening to me. I like creating it the way that they’re going to be consuming it.
If I had a marriage thing I’d be doing it, laying in bed with my wife, telling my podcast there because that’s where they might be listening to it right. I’d be looking at creating it the same way they’re going to be consuming it.
This is a really good place that’s, because of the format you can have longer shows that people will actually listen to you. You can share your beliefs, share your observations, talk about what you’re learning. And the cool thing about this is I feel like, with my podcasts, everyone who’s been following me, it’s like you’re always on the edge of discovery with me. I launched the podcast right after my company collapsed, before we launched Clickfunnels. And I’ve been publishing it 3 or 4 times a week since then, and those who have binge listened to the whole thing, you’ve been a part of this journey with me while I’m discovering new things.
I’m not trying to be all postured all the time, I’m like, “Oh my gosh, today we learned this.” I’m sharing everything we’re discovering, as we’re discovering it and it’s just really powerful because people are following you on this journey and it gives you the ability to talk about your why in a way that you can’t do typically.
The other cool thing about podcasts is that people will actually binge listen to you. What I found is people come and listen to one or two episodes and if they like you they’ll go back, and I’m curious, how many of you guys have found out about my podcast, listened to a couple of episodes and then started at the very beginning and binge listened to every single episode from the beginning of time until now? That’s powerful. Do you guys see that?
Iv’e been trying to consciously do this more often with my podcast. If kyou like this, go to the beginning and binge listen from the beginning. If you listen to all of them, we actually put them on mp3 players, it’s like 2 or 3 days of constant audio. It’s like 40 to 70 hours, it means people have listened to me, all of you guys who raised your hands, that’s almost a week of uninterrupted time listening to me. How does that change our relationship? How does that change everything that I’m able to do for and with you? It’s huge and that’s why I love podcasts. People will get them and binge listen. I like publishing at least three times a week, and that’s some of the things.
Once again, we come back to the beginning, we use email, messenger to build our channels. You build your Instagram channel, Facebook, YouTube, and you build your podcast with that, and then you can use your instagram reality shows to promote each of the individual episodes on there.
And then the last question now, what other channels? And again, for all of you guys it’s going to be different depending on what kind of business you’re in. Some of you guys Twitter is a good channel, some it’s Linked In, some it’s Pinterest, some Twitch, some is your blog. There’s different channels, pick the channels that make the most sense for your business and master that channel before you move on to the other one.
So again, this is the framework for conversation domination. Is that helpful you guys? Is that cool?