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Marketing Secrets

Welcome To Russell Brunson’s Marketing Secrets Podcast. So, the big question is this, “How are entrepreneurs like us, who didn’t cheat and take on venture capital, who are spending money from our own wallets, how do we market in a way that lets us get our products and services and things that we believe in out to the world… and yet still remain profitable?” That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to MarketingSecrets.com.
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Now displaying: May, 2013
May 24, 2013

What is the secret message I’m trying to get to you?…

---Transcript---

Hey, this is Russell Brunson and I want to welcome you to the Marketing in Your Car podcast today. It is a beautiful day. Hey everyone, this is Russell again. It's Friday today and I'm excited because we're heading out of town for Memorial Day weekend. We're going to have some fun out at the lake with my family, so I'm excited for that today but on my drive in to get some stuff done this morning before we head out of town, I want to give you guys a quick message.

This message has to do with becoming a student of marketing. There's this guy I got some text messages from yesterday. He's someone who I met in the last six months or so and someone who I think is a really cool guy, who wants to be an entrepreneur. He's trying to learn this stuff. He's got his first app he's been creating, and I've been helping him, steering him the right way.

When Rippln came out, which obviously a lot of you guys probably know what Rippln is. It's a new viral app that we're helping launch and stuff like that. I showed him that. He got excited and signed up, and started talking about it to some people, and started doing some stuff. Then last night, he texted me and said, “Hey, can you take me and my wife off of Rippln?”

I said, “What are you talking about?” He said, “I'm tired of getting all the text messages and emails, and it's not for me,” all this stuff, “please cancel it.” So I wrote him back and said, “Yeah, just go contact support@rippln.com. They can take care of it.” I sat there. It really bugged me. I wanted to write him back but I didn't because I knew if I did, it would be kind of out of me being upset a little bit.

It just makes me sad because I know someone like him, he's trying to learn this internet marketing thing and trying to learn apps, trying to learn how to launch his own app. I gave him behind the scenes access to the fastest growing social network app launch in the history of the world. He got behind the scenes access to watch it going live.

He's getting all the marketing material texted and emailed to him every single day, and instead of looking at that and saying, “Wow, this is a really good case study about how to launch an app,” he got annoyed with it and asked to leave and to cancel it. It just blows my mind how many times people who are trying to learn marketing get upset at marketing.

It drives me crazy. I can't tell you how many emails we send out doing cool marketing, showing cool marketing, and actually marketing to people, and instead of people looking at that and saying, “Wow, that's a good idea. I'm going to go and implement that in my business,” people come back a lot of the times and just get upset and say, “Oh, I can’t believe you keep emailing me. I can't believe this.”

They're upset about whatever it might be, and it just makes me laugh because the reason why they joined my list, the reason why they listen to this podcast, the reason why you come to my teleseminars is to learn how to make money. Sure, I'm going to be selling you stuff along the way but watching the process is worth as much if not more money than the actual thing we're selling every single time.

For example, yesterday, we did a webinar that in the first 90 minutes or whatever, in the 90 minute webinar, we did $80,000 in sales. Now, a lot of people were on that webinar and they got excited by the product and they bought it, but if you were just to have watched the process about how we got people on the call, what happened on the webinar, the words we said, the slides we used, the process, the close, the takeaway, the offer, I would have paid $1000 just to have seen behind the scenes of that webinar, what I did.

Everybody had a front stage pass. Everyone is on my email list. They all got the emails. They all sat there on the webinar. They're watching the replay cycle right now. From this webinar, we'll probably make a quarter million dollars and there will be people unsubscribing from my list because they're annoying I'm marketing to them.

Why did you get on my list in the first place? You're trying to learn marketing from me. Watch what I'm doing. Anyway, I just wanted to stress that because so many times, I think that we're looking for something and we're missing what's right in front of our eyes. If you want to learn marketing, you cannot be annoyed by people marketing to you.

You need to watch that and study it. With my friend, I started texting this back but then I deleted it but I wanted to tell him, “Look, if you want to be passionate about this career, you should be throw away all your marketing books, quit going to college, whatever it is but every one of those emails that Rippln is sending out or that I'm sending out, you should print those out, put them in a binder, and study them every single day because that will make you more money than anything you'll ever learn in college.”

I feel bad because he missed the mark. He's so focused on trying to launch his app that he missed the marketing lesson I was trying to give him about how to launch his app. It's a shame and a tragedy but that's what happens with so many people. Please you guys, be students of this game, the marketing game.

If you do, you will succeed. You've got to become passionate about it. Daegan Smith and I talk about this a lot. Until you become obsessed about marketing, and obsessed with how we drive traffic and how we do conversions, and cool sales processes, and that kind of stuff, until you become obsessed with that part of it, you're not going to become successful online, at least not to the level you want to be.

Everything else is just going to be a chore. It's going to be a headache. It's going to be whatever it's going to be but if you really focus on that part and make it a passion and a love, then you can be successful. On a Hangout I did the other day, I was on a Hangout with Anthony Morrison who had one of the best running infomercials for four or five years straight.

I told everybody, “Look, Anthony's infomercials are awesome, so awesome that I recorded them, I had them transcribed, and I've read the script over and over again to learn what he said and why he said it.” There's so much value for me in watching the infomercial. You can ask my wife. It drives my wife insane but when we're watching TV, guess what? My favorite part is the commercials.

She always wants to fast forward. I'm like, “No, this is why we're watching the show, so I can watch the commercials.” When we listen to the radio and the commercial comes on, she wants to change it. I'm like, “No, you know this is the part of the show I'm here for, to listen to the commercials.” That's where I learn, that's where I grow.

It's because I've become a student of this marketing game, and you need to become a student too. Quit getting annoyed when people market to you and look at it as saying, “Wow, that's a cool idea. That's a cool way I can implement something in my business.” When you start doing that and your perspective changes to that, you guys can become even more successful, but it really takes that leap from I'm trying to figure out how to make money to I'm becoming a student of marketing.

When you do that, like I said, everything else will change. For all you guys who are out there, for every email list you're on, don't get annoyed anymore. Please start printing out the emails, putting them in a binder, studying them. That is your homework. If you do that, I promise you guys you'll be more successful.

That's it for today. I hope you guys all have an awesome Memorial Day weekend. Maybe, if my wife and kids pass out in the car, I’ll give you guys a four hour long podcast while I'm in the car driving. If not, I'll talk to you guys when we all get back.

If you're enjoying the show at all, please go to ITunes.com and leave your comments, leave your feedback. I love seeing it. It's probably the most exciting thing of the day for me right now so go back and look at the comments. If you're having a good time with this, please leave feedback and let everybody else you know know about the Marketing in Your Car podcast. Thanks you guys, and we'll talk to you soon.

May 22, 2013

Are you an A level marketer in a B level opportunity?  Let me show you how to change!

---Transcript---

Hey everybody, this is Russell Brunson and we are on my way to work today. This is the Marketing in Your Car podcast. In today's podcast, we're going to be talking about what type of opportunity are you in right now. Today, I want to talk about types of opportunities that we're in. this is something that I've never really thought about.

When I first got in the business, I just started moving forward. I didn't know what I was going to do. I didn't know what was happening. I had an idea for this software, so I made that and I started selling it. Then I had this idea for potato gun DVDs so I made that. Then I had an idea.

I started having ideas, and then just making that stuff and trying to sell it. I had no real plan or purpose or anything. It was just things started happening. We started moving forward. I think that a lot of times happens with a lot of us in our businesses.

Last summer, my wife and I had a chance to go to Kenya for about 10 days. We were doing a project with World Teacher Trade which is a really cool charity that two of my friends, Stu and Amy McLaren started. We had a chance to go out there. It's one of the most amazing experiences while we were out there, helping build schools. It was a really cool thing.

While we were out there, there were probably I think 10 or 15 other high end internet marketers who had all donated money to build these classrooms that were all there with us. We were building schools and hanging out with the kids, and having a great time together. I remember one day, I was sitting next to Bill Harrison.

If you guys don't know Bill, he's a brilliant marketer, one of the coolest guys from a marketing standpoint. He and I sat and talked for 20 hours straight without even a break because the guy has read more books on marketing than anyone I ever met, a really cool guy. I really enjoy my time with him every time I have a chance to talk with him.

When we were in Kenya, he started talking about the type of opportunity he was in. He said, “It's kind of frustrating me. I feel like I have A level skills but I feel like I'm at a B level opportunity.” He said, “I have these friends who have B or C level skills who aren't that good at marketing or business, yet they somehow got plugged into an A level opportunity, and a couple of them just sold their businesses for $100 million.”

He's like, “Our company does well. We do $10 to $12 million a year but that's kind of the peak. We maxed out everything that's possible in our business because it's a B level opportunity. We can't really get outside of that.” He's like, “Also, the other issue is that I built a company that was based off of,” actually his brother's brand so it's based on his brother's.

He's like, “It's a business that's very difficult if not impossible to sell. The problem with that, when you build a company completely off of your face and your name, at first, it's a lot easier to get traction and make sales, and to grow a business but long term, it's harder to sell because you sell it, then the personality dies behind the business.”

He said, “I always felt like our business is like a rental. No matter what, we'll never own it to the point where we could sell it. It's like a rental home. We could make good income on it, have good cash flow but it's not something that we own and could sell someday.” Between those two things, talking about the opportunity and talking about basically we're in a rental business if it's that type of business, I really took that to heart.

I thought a lot about it. That was last summer. In January, I was at the traffic conversion event and I saw Bill again. We started talking. I told him, “What you talked about really had a big impact on me with the whole level, what type of opportunity are you in.” He asked me, “What are you doing about that?”

I said, “You know, I'm not sure yet.” I remember I had this conversation with the guys on my team. We were all there at the event together, and kind of said it looked like we're in a good business. We're at a I feel a B level opportunity.

First off, our business does well. Our best year ever, we did over $10 million so it's a really good business but I feel like our skill set, what we bring to the table is a lot more than that. I really feel like we were in the same situation as Bill where we had a B level opportunity with A level skills, and we wanted to figure out a way to increase that.

We strategically sat down and figured out with what we have right now, how could we change our business to actually make it an A level opportunity where we could apply our A level skills, and really make what we think what we're worth in what we can do. Because of that, we basically took a business that was doing $10 million a year and completely transformed it and changed it.

Some of you guys probably on the outside can see a few of the changes happening but you'll see more and more over the next six months or so, and where Dot Com Secrets is not the focus of our business. Again, I think Dot Com Secrets is a B level opportunity. Sure, it makes us $10 million a year but I think that there are bigger opportunities. That's what we're pursuing right now.

You'll start seeing these transitions and changes as we're trying to shift away from a B level opportunity into an A level opportunity where we can really start scaling it. My thought process for this podcast I wanted you guys to think about is what type of opportunity are you in right now? Just because you're in the business you're in right now doesn't mean you have to be in that.

You can change it or you can sell it, or you can move onto something different, but make sure that you're in an opportunity that can reward you sufficiently for your level of skill. If you're in a business, maybe you're doing a million bucks a year and you feel really good about that. Just by tweaking the business you're in could completely tweak how much money you're making, just by shifting the opportunity.

I want you to be aware of that because until last summer, I wasn't even aware of that. I was just moving forward in the opportunity that I'd fallen into and didn't even think much about it. I was good at making money but now that we've made a shift and we’re focusing on an A level opportunity, it gets me more excited because I can see the big vision, my team can see the vision, and we get more excited because what we’re building is ten times bigger.

Again, that's my focus for you guys. Just look at the opportunity you're in now and realize that if you're not happy or it's not what you think it could be, or it's not big enough, whatever it is, you can change. I remember two years ago on New Year's Eve, Tony Robbins put out this video. It was very inspirational for me, and it was actually the catalyst for me firing a ton of employees, shifting my whole business model around, and moving my offices, and shifting.

He basically said, “As New Year's is coming up, this is the time when people can make changes and do whatever they want.” He said, “Look, if you're not happy in your relationships, change them. If you're not happy with your weight, change it. If you're not happy with your business, change it.”

It really gave me permission, saying, “You know what, why do I have to keep doing this? If I'm not happy, I can change.” I think that that's something that a lot of people, as simple as it is, you don't give yourself permission to do that. Look at your life right now, all aspects of it.

Look at the opportunities in everything, not just business, but your relationship opportunities, your spiritual opportunities, things like that. Just look at are you at an A level opportunity in all areas of your life? If not, then change it. I'm giving you guys all permission right now to make that change because I know it's a scary thing but you have my permission to do it and my encouragement to go do that as well, and seek after the A level opportunities.

Guess what? It takes the exact same amount of effort as the B level opportunities. That's what's interesting. When Bill was talking to me, his buddy that sold his company for $100 million, he didn't work as hard as Bill is, he didn't work as hard as I'm working but the opportunity he was in allowed that.

Just realize that the conscious choosing of your opportunity is huge because most of us don't consciously choose it. Most of us just go out there, and whatever we stumble upon, that's what we start running with. I'm giving you permission right now to consciously choose the opportunities in your life, again, from relationships to business to personal life to spiritual life, whatever it is.

Consciously make the choice and then I also give you permission to make those changes because I know that a lot of times, we just need that permission. You have my permission. Go and do it. I hope you enjoy this podcast. I hope it gives you guys some inspiration.

I know that this little concept has changed our business, the direction of our business substantially and it's made what we’re doing a million times more fun and more fulfilling. I hope it will do the same for you. Thanks, everybody.

May 20, 2013

How to use controversy to create a fan-base and to sell more of your stuff.

---Transcript---

Hey everybody, welcome to the Marketing in Your Car podcast. This is Russell Brunson and I'm excited for today's podcast. I hope you all had an awesome weekend. I had a chance to go on a family trip down to a wedding, which was always fun. While I was driving, my thoughts were upon marketing.

I wanted to give you guys an eight hour podcast. That's how long I was in the car but I was dealing with a bunch of crazy kids and a beautiful wife, so was not able to do one but I was thinking a lot about it. I got some good topics for this week coming up. I want to go through a bunch of them.

Right now is the one that I was most excited about, and it's the topic of polarity. This is one of the keys in your marketing. If you learn how to master this, it will mean more traffic, more sales, and a lot more repeat sales and raving fans. The back story behind where this concept came from today, I got a Skype from one of my close marketing buddies who makes a lot of money but is very conservative, very neutral type personality.

He Skyped me and said, “Man, I can't believe how much drama you've been involved with in the last month.” At first, I was trying to remember, “What drama was he talking about?” Then I remembered all the drama we've been involved with in the last month. It's been really interesting.

One thing in the drama, some of you guys remember I was competing for a Ferrari which I won. I thrashed the guy who took number two, and the number two guy did not take that very happily. The last four days of the contest, he went out there and started this whole hate smear campaign against me which was kind of funny. It was like a two year old girl crying after getting beat up by a bigger kid. That's kind of what it reminded me of.

He was doing all this stuff, and there was all this controversy was caused, and there were people that were really upset at him, and people upset at me but what was interesting is the last day of the contest, I didn't really say much. He was the one out there ranting and raving, and posting stuff all over Facebook and trying to trash me, and tell everyone he was a better person than me.

We had three times the sales the last day than we had the entire prior last week combined, so it worked in our favor tremendously. In fact, I had a bunch of JV partners who were so annoyed at what he was doing, they actually went out there and were promoting, without me even asking, were promoting my bonus package just so that he wouldn't win which was kind of funny. It all kind of comes around.

Then we were in the middle of this launch of Rippln which I'm sure some of you guys have had a chance to see that. I was brought under to write the whole sales and marketing part of the company launch, help orchestrate all that stuff. It's been going amazing. We've gotten over half a million people to sign up in the first 30 days. It's been fun, but with that, there's been a lot of controversy written about it.

We had Tech Crunch, this big huge tech blog, go and write. They don't really write anti articles but they wrote a huge anti article about my video, the pre-launch video which made me proud. Then we got Salty Droid did a write-up on it, and some other guys who think they're cool wrote big write-ups about how we're scam artists, and all this stuff.

It kind of made me smile because all this fuel has just been great for our business, for our brand, for everything that we're doing. The controversy behind things has been awesome. Now, what I want to talk about today is the concept of polarity. Polarity is the opposite of neutrality. A lot of people in their marketing want to be very neutral. They don't want to offend anybody.

They are very careful not to step on anybody's toes but the problem with being neutral is when you're neutral, you're boring. Nobody listens to you. Nobody pays attention. As much fun as it is to make everybody happy, that's not the way to make money. I don't know about you guys, but I'm not in this business to make everybody happy. I'm in this business to make money.

The neutrality behind most people's marketing is what keeps them from really succeeding. It makes them irrelevant. It makes them so that people don't really talk about you. You may have some people that are interested but nobody talks about you. That's what causes your business and your brand to grow.

It was interesting, I was talking to Mike Filson about this awhile ago, and Mike said one of his biggest things he's always trying to do is figure out how can I stay relevant. He said, “You know, guys like me and him have been in this market for 10 years and so, and you look at how many people and personalities have come and gone in that time,” and he said, “most of them just aren't relevant anymore. What are we doing to stay relevant, to stay top of mind, to stay on people's radar?”

Because literally, in the internet world, if you're quiet for a week, you're pretty much gone. You've disappeared off the radar, which is a whole other story in of itself, why it's important to contact your audience more often, email at least daily. Daegan, one of my close buddies, he preaches emailing twice a day.

Staying relevant is a big thing. Back to the neutrality part of it, I was reading this thing awhile ago. This is a couple of years ago so I'm sure I don't know the stats but the concept, I remember. It was talking about Howard Stern and about people that watch his show. They did surveys.

They found the average person who liked his show listened for 35 or 40 minutes at a time, and the average person who hated his show listened for over an hour at a time. When they surveyed both audiences to find out why they listened, the reason was the same in both cases. It was, “We wanted to hear what he was going to say next.”

That's really a key here. You look at the great figureheads, you look at the people that have the big brands, just in the celebrity world. We just watched the finale of Celebrity Apprentice last night. Look at Donald Trump. When he was doing this whole campaign against Obama when he was going to run for president, this whole thing about Obama, trying to bring out his birth certificate, that for me, I don't care which side you’re on or anything like that, but it was interesting.

It got people talking and noise, and all this stuff. People hated Donald Trump for it, people loved him because of it but he caused polarity. What happens when you cause polarity is there will be a group of people who despise you and who hate you. Most people don't do that in their marketing because they're scared of that. They don't want that.

That was always really, really tough for me. It was really tough for me to see people talk bad about me. In fact, it's still hard for my employees when they see stuff like that. For me, it doesn't bother me anymore. It's been happening long enough, I get it. There are going to be people that don't like me. I'm okay with that.

The other interesting fact about polarity is when you create a group of people and make them dislike you, it also takes another group of people and makes them love you 10 times more. That's the power of polarity. When you switch from being in a neutral state where you're trying to please everybody to a polar state where you pick the things you want to do and not want to do, stuff like that, again, you get people who despise you and you'll get people who love you.

Those people who love you will spend so much more money with you because of that. They're attracted to that polarity. I look at all the people that I spend money with. I buy things in a lot of different niches. The people I buy from are always the kind of crazy people a little bit. I always joke the crazy people have the best ideas.

I always like to subscribe to what they're doing and they’re talking about. That's what I spend my money on because me and everybody, even if they won't admit it, you like the people on the fringes. You like the heretics. You like the people that are kind of pushing the envelope because it's more interesting. It's a more interesting conversation to talk about, to think about, to participate in, and people are attracted to that.

At the same time, like I said, there are going to be people who are not attracted to that but if that's happening, that's a good thing. Dan Kennedy, one of my mentors, he said, “If you haven't offended somebody by noon each day, then you're not marketing hard enough.” I know that's going to be hard for a lot of you guys but it's the key.

One thing I want to mention about polarity is there's a right and a wrong way to do this. The right way, at least the way that I subscribe to is I don't go out there trying to pick fights. I just do what I'm going to do, and then I stand behind it. For example, the whole Rippln thing, we did it and I stood behind it.

The launch for Pure Leverage that we won, we did our thing, I stood behind it but I wasn't going out there picking fights. I look at the guy who we thrashed in the contest, and I look at the way that he was trying to create polarity. I think it backfired on him. He went out there and started a hate smear campaign against me and made videos, and posted on Facebook every 30 seconds for two days about how much he hated me, and how he was going to steal my Ferrari, and all this stuff.

It was really distasteful, and maybe he got some audience from that. He probably did but all I know is that he was polar so far to the other opposite, to the other extreme, that the people in our market, our peers were so turned off by what he was doing that they started promoting my stuff without me even ever asking.

I think there's a level where you can go way too far and you outcast so many people that they don't want to become part of what you're doing. There's kind of a fine line there. With the two campaigns this month that caused all of our controversy, I wasn't doing anything really. I was just doing my thing.

Because we were doing it and we were doing it aggressively and we were doing it well, it caused people to become upset and it caused people to become huge fans. That's what I want to say about polarity. Don't go out there. You're not trying to be a thug. You're not trying to go cause fights and that kind of thing.

People can see through that. It's not the right way to do it. It's just coming out there and being yourself, not being nervous about who you are, and just doing it. It was interesting, two days ago, I was in our garage. I rented a power washer and power washed our whole driveway. It was super fun. If anyone hasn't done that, it's a fun project.

I power washed the whole driveway. Then I found these boxes that got wet. In some of the boxes, there was this tube. I pulled the tube out. I remember seeing when I was a kid. I pulled it out and there was a picture of my ninth grade graduating class inside of it. I opened it up and saw all of my friends, all these people that meant so much to me.

I looked at it, and there wasn't a single person in that picture that I've kept in contact with over the last, I guess ninth grade was probably 13 or 14 years ago now. There wasn't a single person that I kept in contact with. I remember sitting there looking. I remember being the shy, awkward ninth grader who was so concerned about what everybody else in that picture thought.

It's all I could think about, “What if they don't like me? What if they make fun of me? What if whatever?” Because of that, I didn't thrive in that environment. I was an awkward, shy teenager. For me, I didn't start thriving until I started wrestling in high school. That's when I found my thing. I just stopped caring about everybody else and focused on that thing.

I think that so many of us in our business, we're like that shy, awkward ninth grader in the picture who wants everybody to like them and because of that, they stop bringing their own personality into the game. They're so concerned about nobody making fun of them that they're just neutral and just sitting there.

Because of that, nobody knows who they are. I was so neutral and I was so boring in ninth grade, that I guarantee you if I showed that picture to everyone in that graduating class, most of them would have no idea who I was because I was that shy, awkward, neutral person who didn't want to offend or talk about anybody.

You look at the high school graduation, it was different because I had picked my thing. Wrestling was my thing. I focused on that, and people knew who I was because of that. It's the same way in your business, you guys. Quit worrying about what the haters, what the people who don't like you are thinking.

Quit worrying about everything else. Just be yourself. Who are you at your core? Just go out there and do that. Whatever it is that gets you excited in the morning, go and do that kind of stuff. The way you talk to your audience, listen, this podcast was me talking in my car. It makes me laugh because I did a news segment the other day on Huffington Post.

It was really cool. Our PR person afterwards messaged me and said, “Russell, you really need to learn how to clean up your ums and your ahs.” I thought, “You know what? Yeah, I could do that but then I’d be losing who I am.” I want to connect with you guys at a personal level because that's where you're coming to me.

You're coming to me with personal issues. You want your business to grow. I could give you the textbook answer or I could give you what actually works. That's my goal is to be real with you guys. I want you guys to do the same thing, to be real with yourself and not be scared of polarity. It is a good thing that's going to help you win this game.

Step off your neutral line. Quit trying to please everybody, and just be yourself. If you do that, like I said, you'll find a group of people that don't like you and they're going to be mean to you, and there are going to be hate blogs about you. Who knows how extreme it will get.

The more aggressive you get, the more exciting you are, the more people will come out of the wood works to write hate blogs about you. It makes me laugh nowadays when I see the ones that people write about me but at the same time, because of that polarity, just by the nature of how polar opposites work, while one group will move away from you, another bigger, larger group that's more passionate and more willing to spend money will move towards you. That is the key, you guys.

That is the key to this whole attraction marketing game. That's what I had for you guys today. I hope you enjoyed it. I'm at the office now. I have a fun day. I'm going to try to ruffle some feathers, do some fun marketing, and hopefully it makes people angry and in the interim, makes some people really, really happy. If I can do that, I've succeeded.

If you can do that, you've succeeded as well. Thanks you guys. Again, if you had any good experiences with this podcast so far, please go to iTunes.com, go to the comment section, leave your comments, leave your feedback. I love it. Right now, it's my most exciting thing everyday to go look at the comments. Please leave comments, love to hear from you guys, and we'll talk to you all soon.

May 13, 2013

One little tweak, to increase the results of everything you do.

---Transcript---

Hey everyone, this is Russell Brunson from DotComSecrets.com and this is the Marketing in Your Car podcast. I wanted to thank everybody who left feedback and comments over the weekend on the podcast. I think it was like 174 people commenting which is awesome. I appreciate it. Thank you so much. We even hit, I think we're at number fortieth top podcast last week which was pretty cool. Thank you guys all for that.

I got some funny comments in there I'm reading. One person said that because of me, it's the first time they ever subscribed to iTunes which was pretty cool, so Apple should be giving me a percentage of anything you buy in the future. I also saw somebody say that the loved the podcast because they have the ability to slow down my voice on their phone. That's a good thing I think.

I obviously have about a six minute commute to the office but I try to cram in about 15 minutes worth of content, just how fast I talk. That should give you guys the ability to slow me down if your commute is longer and get all the stuff out of it. Today, my podcast is going to be a little different than normal.

Usually, I'm sharing marketing tips or tricks, things like that but I want to talk about something that's a little different but some of you guys may even be like, “This has nothing to do with anything exciting for me,” but I promise you that it has everything to do with marketing in your business.

What I want to talk about is the word awesome. We've got this little guy, he's about 22 years old that lives by us. He's got, I'm going to pronounce it wrong, he has cerebral palsy so he's handicapped. His legs don't fully function. He can walk with braces on his legs but very, very slow.

In fact, every time I pick him up, he wants to walk from his doorstep to my car and he wants me to time him. It takes about 15 to 20 minutes to walk that distance. He tries to talk but his speech is really hard for him to talk and get things out. I have to listen very, very hard to be able to understand what he's saying, just this cutest little kid.

We take him every week to church and hang out with him there. About once a week, we bring him over to our house for dinner. His name is Jesse. I just want to talk to you a little bit about Jesse because Jesse is someone who is amazing. Every time I call him, I say, “Hey Jesse, how is it going, man?” and his response is always, “Awesome.”

Everyday, every time I hang out with him, he says, in his broken language, he says, “Russell, I love my life.” It's really amazing to me because he's someone who has so many things against him, so many disabilities. He can barely walk, can barely talk yet any time I ask him about how he's doing, he's always doing awesome.

I think it's such a great lesson. I started working on my kids. I told my kids, “Look, most people live their lives everyday in a state of good. You ask them, 'Hey, how are you doing today?' 'Good.'” Have you noticed that? Every single person you do says, “Good.”

About three or four years ago, the first time I went to a Tony Robbins event, I made a conscious decision that any time somebody asked me how I was doing, I would never say good again. I would say awesome. I started doing that and I started saying awesome. It's so funny what happens.

When you're at the airport at five in the morning and the person is checking your ID, “How are you doing?” “I'm doing awesome,” and it always catches them off guard, “Wow, what happened to you today?” What was interesting is it just changes the whole entire dynamics of your day and about every situation you're in when somebody asks how you're doing.

Instead of saying good, you say, “I'm doing awesome.” I started training my kids that. I said, “Look guys, when someone asks how you're doing, you can't say good. Everyone else in the world is good. We don't want to be good. We want to be awesome.” I got all my kids doing that now.

It's funny when they hear somebody saying, “How are you doing?” “Good,” they say, “Daddy says we are awesome,” and they always tell everybody we're awesome. You may think that's such a little insignificant thing but what's interesting is I don't think it is.

I think it has to do with everything about how you produce, how you perform in life because everything we're doing, every situation we're in, we're bound by the state that we're in. If I, for example, when I was wrestling, if I would go in a wrestling match and if I was in a bad mood or if I thought I might lose, or if I wasn't excited and I walked down the mat, a lot of times, I would lose because the state that I was in.

What I found is it really correlates over into business, athletics, business, relationships, whatever it is. The state that you're experiencing whatever you're doing in has so much to do with your outcome.

If I got a hard day of work that day and I show up, “Oh man, I got a lot of work to do,” instantly, because of the state I put myself in, “Ugh,” I can't perform to my top level. It's just impossible. If I come back and I shift it where I wake up in the morning and I walk in the office and say, “Awesome, excited to be here today,” suddenly the state you're in is different and your performance level completely changes.

It's shocking. You'll notice how little of a thing that is but how huge of an impact and how big of a result it is. I remember when I was wrestling in high school, I had a coach. His name was Mark James. I remember I think it was my sophomore or maybe my junior year, we had a really hard practice.

Afterwards, he took everyone in the back hall. He was talking to us. He talked to us almost an hour. I don't remember a lot of what he said but there were a couple of things that really stuck out to me. One of them he said was just talking about the power of our attitude. He said that the attitude you have is going to drive everything one direction or the other direction.

He said, “Look, everyday we're coming here for practice, we're working out anyway.” He said, “You're going to be doing the work no matter what so you can either do it with a negative attitude and make the whole thing miserable or you can have a great attitude and everything feels positive.”

He's like, “You're going to be here for two hours a day anyway in the room working out hard. Just choose your attitude. Choose the right one because if you do, your results will be 10 times better because of it.” I remember taking that to heart.

For those of you who know much about wrestling, in wrestling, we used to cut a lot of weight. This was back when I was in high school, it was before, it was actually my senior year in high school, there were three kids that died cutting weights so they changed all the rules and made it a lot more difficult but prior to that, we used to cut a lot of weight. I was cutting about 30 pounds every single week of water weight.

That was a lot of work. It would take about three or four days to lose 30 pounds of water weight, and then we'd go weigh in, boom, we'd eat, and three hours later, we were back to the same weight we started but I was doing that every single week for an entire season. It was draining. It was hard.

I remember thinking about Coach James, what he told me about, “You're going to be here no matter what. Just have a good attitude and everything will be different.” I remember I used to put my plastic gear on. I’d put my sweats on, and I started jumping rope. I’d try it with a big smile on my face.

Everyone is like, “Why are you smiling? You're cutting weight.” I remember I used to tell people, “Look, I've never lost with a smile on my face.” I said, “When I lose a match, I'm depressed, I'm angry, I'm frustrated. I might be crying, whatever it might be but I've never lost a match with a smile on my face so I'm going to have a smile on my face while I'm doing this because I don't want to lose.”

That was the attitude that I had in wrestling. It took me very, very far in high school and also at a college level. It's also really helped me a lot in business as well. That's something I've tried to do when we've had ups and downs. What's interesting about my business is we've had some big, big ups and some big, big downs.

I know everybody out there struggles in business. Some of you guys are struggling to make your first dollar. Some of you are struggling to figure out what product to sell. Some of you guys are trying to struggle to figure out how to get to the next level but I've had some big wins and big losses.

We were at the point with our company, we were doing a million dollars in sales a month and all of our merchant accounts got frozen. If you can imagine making a million dollars in sales a month with over 100 employees, that's a lot of overhead. I think our overhead at the time was about $700,000 to $800,000 a month.

When suddenly your merchant accounts get shut down, you have no ability to collect cash, man, that's a scary situation. There are different ways to look at it. One is depressed, frustrated, and the world is picking on me type thing but what happens when you put on that attitude? As soon as you do, everything shuts down and you can't produce, or you can step up and wake up in the morning and say, “Today is awesome, I'm going to go attack this thing and figure out how to beat this thing,” and you walk in.

Suddenly, the state you're in is a little different. Because of that, you can produce, the ideas come faster, the energy of the people that are around you changes, and it just changes the whole dynamic. For all you guys out there, I guess my point of today's podcast is I want you guys to be like Jesse.

I want you guys waking up every morning and when somebody asks you how you're doing, don't be good. Good is the enemy of greatness. Don't be good. You be awesome. Next time somebody today asks you, “How are you doing today?” just see what happens. Tell them you're doing awesome, and look at the strange looks you'll get on their face.

A couple of things will happen. First off, you'll put yourself and keep yourself in a peak state of performance that you need to be in in order to be able to produce in whatever you're doing. Second off, you'll start raising the level of people around you, whether it be your employees, the people you're interacting with but as soon as you tell somebody you're doing awesome, it puts a smile on their face and changes that person's attitude as well.

You'll start affecting other people and kind of like a bee that flies around from flower to flower, all they're doing is trying to get their nectar, trying to get their pollen but because they're doing that and they're spreading the stuff around, that's what makes all the other flowers blossom and bloom, and makes it all possible. Do that for yourself. Do it for the people around you but give yourself that gift of awesomeness.

Just be excited. Be happy. I don't care how depressed you are or what situation you're in, whatever it might be.

If you can just change your state, instead of being good, be awesome, just like Jesse, I don't care what situation you're in and how tough life could possibly be, you can weather those storms and come out victorious and on top. Also remember, you can't lose with a smile on your face. That's what I got for today, you guys. I'm at the office.

I hope you guys have an awesome day today. Again, make sure you let other people know about this podcast if you're enjoying it at all, and if you got any feedback or comments, we'd love to see them on iTunes. Thanks everybody, and I’ll talk to you again tomorrow.

May 10, 2013

On this episode, Russell discusses how to properly use preframing in every step of your online sales sequence.

---Transcript---

Hey everybody, this is Russell Brunson. Welcome to the Marketing in Your Car podcast. I hope you guys are doing awesome today. I actually just got out of the gym and I'm driving back to the office and had something really exciting happen today that I wanted to share with everybody, actually, a bunch of exciting things.

First off, we had almost 100 of you guys comment on the podcast yesterday which is exciting because I asked everyone to give some feedback. I appreciate it. Keep the good comments coming. It's fun, it's exciting, and hopefully we'll get more people to learn about our podcast because I'm sharing all this cool stuff and we should share it with everyone. I want to see everybody's businesses grow. That's my passion in life.

With that said, if anyone has been studying my stuff for awhile, I did a really cool talk at StomperNet four or five years ago. I did another one kind of similar at Dan Kennedy's event about two years ago, not so much talking about internet marketing but talking about the sales process and the psychology behind it. There's something that happened in our business today that was really exciting that re-reminded me of that.

If you guys saw that presentation, and if you go to YouTube I think, at least Google, if you type in “Russell Brunson StomperNet presentation,” you can hear the whole 90 minute presentation. I was talking about just all the different things that happened, the lifeline of your customer. Somebody comes to your website and what website do they come through to get to your website?

When they’re there, what do they see? What's the next step, and the next step? I talked about all the pieces that you need to have in place to maximize your customer value. One of the big things I talked about was the concept that if you've ever studied NLP before, neuro-linguistic programming, you learn about a topic called framing which is basically the frame that somebody enters a situation will have a huge determining factor on the response they have on the next site, the next page.

For example, if I'm going to frame you to my friends, introduce you to my friend, I'll introduce you through a frame, “Hey, this is Joe. He's a really cool guy. I think you're going to like him.” The frame that I introduced you to my friend through, now he's going to think, “Oh yeah, Joe is a cool guy.” If I say, “Hey, this is Joe, he's a total jerk. He stole money from me. I want to introduce you to him,” that frame is going to be different and their whole experience with you is going to be different.

In fact, there's a really cool book. I can see the cover in my head but I can’t remember it right now, but in that book, they shared a case study of a teacher that was tested in a college classroom. They had a substitute teacher for the day. Before the substitute teacher came in, the principal or whatever came in and said, “Hey, we have a substitute teacher. Before I introduce him, I’d like you guys to read his bio really quick. Then I'm going to have him come in.”

They handed out the bio to all the students in the class, in a class of 900 people or so. The surveys were exactly the same of the bios except for each of them had one word different. Half of the bios said, “Mr. So-and-so is a very warm teacher,” and the other half said, “Mr. So-and-so is a very cold teacher.”

That was the only difference between the frame that these guys had to meet the teacher. The teacher came in. He gave the entire class, and at the end of it, they surveyed all the students. What was interesting was that, again, all the students heard the exact same lecture, all of them read the exact same bio.

The only difference was that half the bios said he was a warm teacher, and half said he was a cold teacher. When they surveyed the students, the students that the paper said he was a warm teacher, the vast majority said, “He was an amazing teacher, he was great, I learned a lot.” The people whose paper said he was a cold teacher didn't like him, thought he was talking down to him, he was a rude person.

It was interesting how that little tiny shift of a frame, how much it affected the reality of that class afterwards. I'm always talking about and I always teach and do, when you're sending somebody to your website, what's the frame they're coming through. The ad that they click on is a frame they're going to your website through.

If you land them on a review site before they come to your site, that was a frame you were taking them through. There's a lot to do with different frames that you're taking someone through and how it affects the outcome on the other side. We did this test just in the last two or three days. It was really interesting.

We have this squeeze page. On the squeeze page, it's kind of like a multi-step squeeze page where they first land on it, and it has a headline and it says, “Step number one, where did you learn about us?” There's radio buttons they can choose, “Did you learn from this source, this source, or this source?”

They click on the button. Then boom, it says, “Step number two, give us your email address.” Then step number three said finish. That was the way that this squeeze page worked. Step one, two, three, and step three was finish.

The only test we changed was we changed the word finish to “Get Instant Access.” That was the entire test. What was interesting, and I almost got this wrong, we ran the test. What was interesting was that when it said “Finish” at the end, we had 40% bump in opt-ins because the last step is when they actually give you their email address, and then it says, “Click here to finish.”

We're like, “Wow, this is a great test. We found out we increased our opt-in rates by 40 percent.” I was even telling my guys, “We should change all of our opt-in buttons that said, 'Submit here,' to, 'Click here to finish.'” We were really excited, but then after they opt-in, then we take them to the next page which takes them to a video sales letter where then we sell them the product we were trying to sell them. Then they land on that page.

What was interesting was when we looked at the data between the two, we had a 40% increase in people who opted in clicking the finish button, but then we had almost a 40% decrease in sales across the board, dramatically. It actually more than, the sales more than cut in half percentage wise, the people who clicked on finish versus the people that clicked on “Get Instant Access.”

You never really know why that works but psychology teaches me, what I believe is that the frame I was taking somebody through with the finish button was saying, “Hey, this process is finished. You're done.” In their mind, it's saying, “Okay, it's complete, I'm finished,” and then off comes this page trying to sell them something, and I've closed that loop. I've closed that gap.

Now they're not in a buying position because just that little tiny, just the word on the button closed the gap on their mind which decreased sales by 50% whereas the “Get Instant Access Now,” then took them to a page where the loop was still open, they were trying to see what the next step was, and they were more in a state of mind where they could purchase.

It was a very interesting test. Just think about how you guys can apply that into your business. It's all about pre-framing, opening and closing loops, a whole bunch of really cool NLP stuff that I wrap into one little five minute lesson but just think about that, guys, on your sales processes. What are you doing? Are you keeping the loop open? Are you keeping them excited, or are you shutting them off and keeping them from making the sale you want?

I remember on a one-time offer before we did a test awhile ago, similar type concept where they purchased the product and a one-time offer came up. It said, “Thank you so much for ordering. Your product is in the mail. By the way, we have this other special offer.” We tested that versus, “Wait, your order is not finished yet. Finish order customization, step one of three.”

The “Wait, your order is not over yet, order customization,” that text dramatically thrashed the other one. It's all about keeping that loop open, keeping the frame you're taking someone through in the correct way that keeps them in the buying mood. Anyway, I thought it was really interesting. That little tweak is going to make me a lot of money this year.

I hope you guys apply that into different sales funnels, squeeze pages, sales processes. Whatever you're doing, think about the frame that someone is entering your website through and you can manipulate that. When you do that, you will manipulate and affect the outcome dramatically. I hope you guys enjoyed this podcast. If you do, please tell your friends. Tell anybody that likes marketing. It's a lot of fun.

Again, if you like this, please leave feedback. Again, this is Russell Brunson with Marketing in Your Car podcast.

May 9, 2013

After you have an offer that’s working in one channel, how do you scale it fast? Russell shows you how to use other marketing channels to scale any offer fast.

---Transcript---

Hey everybody, this is Russell Brunson and this is the Marketing in Your Car podcast. I'm excited for today. It's a beautiful day here in Boise. I am excited about everything that's happening. I hope you guys are having a good time in your business as well. Yesterday, I shot a trailer video for the Marketing in Your Car podcast which is kind of fun so hopefully I'll get a lot more subscribers coming in which will be fun. We appreciate all you guys.

Today, I want to talk about what we've been working on the last few days which is not so much what we've been working on but what we've been focusing on. We've been working on our supplement but what's been fun about it is we've been over this past two or three days, we've been really focusing on shifting the channels that we're marketing through.

We found that, just in my business as a whole, there are a couple of channels that I'm really, really good at. By channels, I mean like a distribution channel, a different type of traffic. For example, a channel could be TV, newspaper could be a channel, radio could be a channel, things like that.

Obviously we're online. Most people just lump the internet together as one big huge, it's the internet but it's obviously not. There are a lot of channels on the internet, almost more than you can even count. There are three or four channels that I personally am really, really good at. One is the joint venture affiliate channel. I'm really good at that channel.

The next one is email media buying. We're really good at that channel. Direct mail, we're pretty good at that channel. Those are channels we're good at. We've focused primarily as we've rolled out our supplement on those channels. So far, it's doing really, really good.

We keep adding in more pieces to that. For example, with email media buying, we found some lists that are converting, their offers are converting really well to. What we do because we want to make our offer evergreen is instead of sending out just one solo ad that goes out to the entire list once and then moving onto the next list, we set it up so that our solo ad goes out to a portion of that list every single week.

For example, we have an ad running with World Net Daily right now, and I think their list is like a million people or something like that, so right now, our ad goes out to one seventh of the list every Monday, which is cool because every time it goes out, we make 50, 60, 100 sales, and it's just consistent though as opposed to we could send out one email, get a whole bunch of sales and then it ends.

This way, we can do that and it rotates through it every seven or eight weeks, we've hit the entire list and then it starts over and keeps going. It's an evergreen type thing. We have something similar with our Dot Com Secrets local offer. We have a couple of people that mail to a percentage of their list every single day, it just rotates through their list.

That way, it's more of an evergreen thing as opposed to just a one-time strategy. We've been doing those, studying the lists for it, finding joint venture partners, a bunch of stuff like that and it's been going really, really good but now that we're getting these channels dialed in and the numbers are working good, and they're consistent, what other channels can we add to this?

It's been really fun looking at that because there are so many different ways to drive traffic. You have Facebook, we have Google, we have the other ad networks. We have PPV stuff, CPV, there's so many different channels and ways to do it. It can get overwhelming.

What we've been doing is just really strategically looking at the ones that we want to test first. Some of them, again, that we're really good at doing and some we're really bad at doing so we're finding partners in each of those spaces like someone who is a lot better than me at Facebook because I don't think I’ll ever be good at Facebook just because I can't stand logging into Facebook, so finding somebody who is good at that and let them run it, test it, and try a bunch of things, and maybe invest $1000 or $2000 in that source trying to see if we can make it work, testing it, trying it, and just perfecting it until we can get that channel to work.

If we can't get that channel to work, that's fine too. That's one thing that a lot of people don't understand is that just because it works in one channel doesn't mean it's going to work in another channel. If we can’t get it to work, then move on, try another channel and keep going through but it's just kind of fun.

The reason I wanted to talk about this today is because about a year ago, I had a really interesting conversation with Perry Belcher who is one of the smartest marketers I've ever met, and a really cool guy too but he was talking about they had hired Mary Ellen Tribby to be their CEO for a year, year and a half, something like that.

I remember when they first hired her, I said, “What was the reason why you brought her in to be your CEO?” He said, “Mary Ellen always says that us internet marketers, that we're crazy because we go out there and we spend all this time, effort, and money creating an offer, getting it out there. We launch it, make a bunch of sales, and then the next day, we're onto the next project.”

He said, “The way Mary Ellen looks at business is more like a play. How crazy would it be if you were to make a big play, you go to hire the actors, the directors, and you guys practice for six months, and you go on, you go in Boise, Idaho, and you put on this play. It's a smashing success and everybody loves it, and then you just go home.”

He said, “No, if that works, and you're making a ton of money off it, then you take that play on the road. You take that show on the road and you go to Chicago, and then Dallas, and Denver. You take it across the country and across the world. You turn that success into tens of millions of dollars.”

He said, “That's the way that she looks at internet marketing is you create a good offer, and then you got to take it on the road.” That's what we've been really focusing on with our supplement is we created the good offer. Now we're taking it on the road and we’re focusing on taking it to Dallas, Denver, and Chicago, and all these different channels.

We've got direct mail going forward now. We have all these different things. We're just adding channel after channel after channel and taking that from an idea that right now is doing good money to by the time this year is out, it should be doing insane amounts of money just because we're really dialing in channel by channel, and perfecting each of those.

Just something to think about in your own business and your own marketing is after you've got something working is taking that and changing the channel, and focusing on different areas, and really scaling it, taking your show on the road. I'm at the office. I hope you guys enjoyed that. If you like the Marketing in Your Car podcast, please go into iTunes and rate us. I would really appreciate it. I appreciate you guys. We'll talk to you all soon.

May 2, 2013

We spent 2 hours today looking at ways we could improve our sales funnel and were able to almost double how much money we make on every single new customer. This episode reveals ideas you can use to strengthen your funnel.

---Transcript---

Hey everyone, this is Russell Brunson and this is the Marketing in Your Car podcast. I want to welcome you guys to today. I don't know about you, but it's a beautiful day today and I'm having a good time. Yesterday was one of the most fun days I've had at the office in a long, long time. I want to talk to you about what we did because it's really exciting. It's something that everybody else should be doing in their business as well.

We've got a supplement that we've been selling for the last six months or so, and it's been doing really well but we're always trying to figure out ways to increase how much money we make per customer so that we can spend more on advertising because as you know, whoever can spend the most money on advertising wins in this game.

Right now, we're spending about $30 to $40 to get somebody to sign up for a free trial, which is good and right now, what we're doing is the trial is 14 days long so after about 14 days, actually at day 14, we're a little bit above break even right now. It's working good but it's still kind of scary because we have that two week float that we're waiting before we make our money back.

That's where we're at right now. We've been trying to figure out how do you, what can we add to make it so that we can make money for every single customer. We started looking at our entire sales process, and that turned into something where I was actually at the office last night until one working on it because we had so much fun with it.

We looked first at our sales process. We looked at people coming to our site, they see the offer, step one, we ask for the shipping, step two, we ask for the credit card. Now, what are things we're missing? What happens about people that come to page one but they leave? We're not following up with them.

We put banner retargeting on that page so that when somebody comes and then they leave, we follow them around with banners everywhere. That was the first thing. Then we said, they come, they opt in, but they don't buy, what do we do? We built out a whole email follow-up sequence to try to close them.

Then if they do buy, what do we do? Some of us were thinking, “What else could we sell them?” Right now, we've got our supplement and we're trying to figure out what other products we could sell. We're looking out on the market trying to find all different things that other people were already selling to our customers.

Finally, we found a skin cream that actually related really well to it. We called the company up and within about five minutes, they agreed to private label it for us. Boom, suddenly we had our own skin cream to go with our front end supplements. Now we had an upsell. Then we went out there and tried to find some other products.

We found a website that had ten different products for people in our target market, and we called them up. Sure enough, they agreed to let us sell every one of the products that are on their website, and we get like a 75% profit margin on all these products. Then we found a couple other things we could add in the funnel.

Anyway, pretty quickly, within two or three hours of us just asking that question of what else can we do? When we look at our sales funnel, somebody comes in, what pages are they going to, what are they doing? Then we try to think, how do we maximize, how do we make each of these steps better?

What can we add here to get more people, to close more people, to convert them or to get people who leave, to get them to come back, and people who buy, how to get them to buy again, at what price points, and stuff like that? Within a couple of hours of asking those questions, we were able to change our funnel.

Obviously we haven't had a chance to drive traffic to it yet. We just finished six or seven hours ago, but now, you look at our funnel and it's much more robust. I think right now, we're looking at if we get 20% of the people to take our upsell for our skin cream, our front end profit doubles. That means we could spend $60 to $70 to acquire a customer, and we'd still be okay.

It's just interesting and it's been so much fun. For all you guys, I want you to take a look at your sales funnels, your products that are already doing well, that are already converting, and just think, “What else could we add here? What kind of upsell could we add? What kind of downsell could we add? What kind of exit pop-up could we put in here? If we follow these people with banners if they leave, what's our follow-up sequence look like? Do we add more messages to our follow-up sequence?”

These are all the questions you should be asking. When you start asking those kinds of questions, it makes a good sales process very quickly become a great sales process. It's really been exciting for me and for everybody here on our team. I woke up early again this morning. I haven't slept very much but I'm excited to get back in the office and keep on cranking it out, and doing some more because it's just so much fun right now.

Anyway, I just got to the office. I hope you guys enjoy that. My goal for all you guys though right now is to look at your funnel and figure out how to strengthen it, and what things you can add. If you do that, that will be some money you'll find today, and you'll do what I tell you guys to do a lot of times. Give yourself a raise everyday.

You do that by these little tweaks, little changes  that are going to change your business. Thanks to you guys. It's Russell Brunson from DotComSecrets.com and the Marketing in Your Car podcast. If you're enjoying these podcasts, please, please go to iTunes or all you got to do is go to MarketingInYourCar.com and it will redirect you to iTunes where you can go and leave your feedback. We would really appreciate it, and we'll talk to you guys all again soon. Thanks.

May 1, 2013

The forgotten power of adding Scarcity to your offers and Segmenting your lists.

---Transcript---

Hey everybody, this is Russell Brunson with DotComSecrets.com and the Marketing in Your Car podcast. I want to welcome you guys to today. It's a beautiful day here in Boise, Idaho. I'm excited to drive to the office but I want to share with you guys something that happened yesterday.

I've been involved, the last 30 days have been kind of crazy in my businesses. On top of everything else, we were in a contest for this one network marketing company that we're involved with for a Ferrari, and it's been crazy trying to win that. Then we also launched a network marketing company called Rippln which has been going crazy, which has right now growing faster than Facebook did.

It's been a crazy 30 days, and the month just ended for us so I'm excited to get back and start focusing on some other projects as well. Today, we're focusing on our supplement which will be fun, but I wanted to share with you one interesting thing that I remembered last night. Back in the day, we used to do a lot of product launches.

We haven't done a product launch in a couple of years because of the stress behind them and all the stuff that goes with a product launch, so we just kind of haven't done them recently but I forgot that when we used to do product launches, we do the big launch. Usually they would be a seven day launch. What was interesting is we would normally sell as much product on the last day of the launch as we would on the first day.

If you looked at the graph, it's almost like a big smiley face, tons of sales, and then it slowly dropped down in the middle of the week, and then the last day would spike back up. For the Ferrari contest, I was beating the other guys pretty well until yesterday. I think we had sold 750 copies of the product, which is pretty dang good.

That's a lot of sales for a 30 day period of time, especially thinking in the middle of it, we spent two and a half weeks launching a network marketing company so I only had basically two weeks to even compete at the contest. Basically, we had sold a lot. I was proud. We were doing really good.

Then yesterday, the contest was ending at midnight Eastern time so the owner of the affiliate program that we're promoting, he basically told me, “Russell, if you can get 40 more sales today, you got a pretty good shot of just winning it pretty easily.” I'm like, “Alright, we'll try to do 40 more sales.”

We started promoting the last day. We had some scarcity obviously because the bonuses we were offering and stuff were going to disappear at midnight. We did a couple of things that were strategic that I think worked out really well for us, but when all was said and done, we sold 188 copies yesterday, yesterday alone, which still blows my mind that we sold that many.

We sold more on that by far than we did on the first day, almost first week. Scarcity played such a huge role in it, 188 copies, just blows my mind. The way we did it is basically a couple of things. I had done webinars leading up to the launch and stuff like that. I've been replaying those webinars.

Yesterday morning, we send an email to the entire list basically saying, “There's 12 hours left. You got to hurry,” then we went through and started making segments of our list. We looked at the webinar. We had about 4300 people that registered for the webinar. We took that list and scrubbed out everybody who had already purchased.

That dropped it down to 3500 people, whatever it was. Then we looked at those who had attended the webinar but didn't buy it, and those who had not attended and didn't buy. I went through and actually made a personal video for each of those segments saying, “Hey, this is Russell and I noticed you registered for the webinar but for some reason, you didn't show up,” and then made one that said, “I saw you registered for the webinar, you were even on it, but for some reason, you didn't buy.”

I made these personal videos. Then I sent it to each of those segments with about six hours left, saying, “There's six hours left. I made a personal video that's important for you to go watch, so go watch it.” Boom, that video went through again that aspect of it to help close people. We used that.

Then I did a two-hour warning just to everybody who had registered for the webinar. I knew that I didn't want to email my whole list again but those 4200 people were the people that were the most interested out of everybody. We sent our two-hour warning right before, and said, “Two hours left, you got to hurry.”

That last two hours, we sold 80 just in the last two hours alone. Then it closed down. It was just a shock to me how, we always talk about having scarcity in your offers but having scarcity when you orchestrate it correctly and you do it right can sell so much product so quickly, that fear of loss people have is such a big thing. Fear of loss, I talked about this before, not on a podcast but a seminar, talking about my kids, how when I try to get my kids to come to dinner.

I'm like, “Come to dinner,” and they just lay there, and nothing you can do to get them off the floor, get them from whatever activity they're doing to come and eat dinner except for one thing. If I come back and I tell my kids like Bowen, “Bowen, Ellie is eating your dinner,” boom, he jumps up and sprints and runs in because that fear of loss is the biggest driving force for little kids. It is for us too.

My message for today is just to think about that. Think about fear of loss and scarcity, and how you could add that to your business. I almost think it's intelligent to pull your products off the market once a month just so you could have a fear of loss. With the Rippln launch, I talked to Brian the owner about this.

I said, right now, they're in this NDA phase. It's all this prelaunch stuff but I was like, “If we, a week before launch, if we shut it down and just said nobody gets any NDAs for seven days, and let them know that a week in advance or two days in advance, 'Hey, we're going to shut this down and you're not going to get any NDAs until actual launch day,' that two day prior, I guarantee will be 50% of the growth of the entire company because of that fear of loss, again, I need to get this now, because in two days from now, I won't be able to lock anybody in.”

It's just interesting. Think about different ways you can use that, whether it be sales, whether it be bonuses or value adds, or upsells, or whatever it is. If you can think about different ways to increase that fear of loss in what you're doing, it will do big things for you. That is my message for today. I'm at the office now. I hope you guys have an awesome day today. Have fun working on your businesses.

If you are enjoying these podcasts at all, please go to the iTunes store. If you just go to MarketingInYourCar.com, it will redirect you to the iTunes place. Please leave us some feedback. We'd love to get some more ratings and reviews in there. It would be fun. I appreciate you guys, and we'll talk to you all tomorrow.

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