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The Russell Brunson Show
Behind The Scenes Of The New Traffic Secrets Book...
00:14:05
Step #1 in the process of writing the new Traffic Secrets book.
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Good morning, everybody. This is Russell Brunson. Welcome to Marketing Secrets podcast. I am pumped to be here with you guys today, and I'm gonna tell you a little about the event that happens last weekend. So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question in this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody. So last night, we just got back from the Traffic Secrets event. Yes, you heard me right. The Traffic Secrets event. What? Which is really, really exciting. And now I'm actually heading to the dentist, so I've got a little window. I'm definitely late for the dentist, but that's what he gets for being a dentist. I'm just kidding. I like my dentist a lot. He's a cool guy, but I get my teeth drilled or something, so it's kind of one of those things. But I just want to tell you guys about last weekend and why we did it and a whole bunch of other stuff. So those who know my journey, know my story over the last few years, know that a long, long, long time ago, like 10 years ago, I had an idea. I wanted to write a book, but I feel like you have to earn a book, right? Like, it's not something that's just, like, given to you. You have to earn it. And so I bought the domain name dotcomsecrets.com because I was like, I want to write a book called dotcomsec. Because I'm gonna teach people the secrets of the dot com thing. Anyway, looking back now, I probably would name it something different, but that was the name, and I wanted it to be a book. And it sat there for, like, a decade where it wasn't a book. It was just in my head. And one day, I was out to dinner with my buddy Chad Woolner, and we were at Carl's Jr eating while watching our kids play on the little playground thing. And he said something very profound to me. He said, do you know the difference between you and Tony Robbins and Brendon Bouchard? I'm like, no. What? He's like, well, I feel like your content's better. You're helping, you know, all this cool stuff, but they seem more legitimate than you because they've written books. I was like, what? At First I wanted to, like, curse them out, and then next I was like, crap. He's thinking that one of my close friends, like, what is the rest of the world thinking? I was like, all right, if I want to legitimize what I'm doing, I need to write a book. This is about the same time we're working on clickfunnels. So these two projects are happening simultaneously. Because that's the smart way to do it, is to write a book and launch a software company at the exact same time, right? So I start the journey, and we start writing the book. And I spent a long, long, long time and wrote the whole first draft of the book. And after I wrote it, I looked at it and I was like, I'm not proud of it. I told this at the Traffic Secrets event, one of the life lessons I got from my dad. I remember one time he asked me to go clean the car. This is, like, probably, I don't know, eight or nine years old. I went and cleaned the car, and I came back. I'm like, dad, okay, it's clean. Can you come look at it so I can go out and play? And he's like, well, are you proud of it? I don't know. He's like, well, if you're proud of it, then you're done. I'm like, crap. I was like, well, I'm probably not proud of it. So I went back down the car, I started cleaning, I reclaimed the whole thing, you know? And this time, I made sure I was proud of it. I went back up, hey, dad, the car's done. He said the same thing. He said, are you proud of it? I said, yeah. He said, okay, then you're done. He didn't even come look at it. And I was like, you know, life lesson right there. Boom. So Fast forward now, 20 years later, and I'm reading the manuscript for the book that I'm about to go send to the publisher. And I was like, I'm not proud of this. And so I decided to just get rid of it. So I got rid of the script, and I thought, you know, the problem was, like, all this stuff was in there, but, like, I don't know, it didn't, like, make sense, like, in right order. And there's, like, this chicken and the egg concept. Like, what comes first? They have to know this before they know this and, like, all these things, right? And so I thought, you know, the best way to do this is actually teach a live event, because then I can, like, explain it and see in People's eyes and see what makes sense and see what things are out of context and all that stuff. So my little coaching program at the time was called Dot Com Secrets Ignite. Some of you may have been in. I said, alright guys, everyone come to Boise. We are going to teach this event called Dotcom Secrets. And I end up getting about 100 people trip to Boise. And for three days I taught the concept of the book. And what was interesting is that like as I was teaching I'm like, ah, crap, you need context. Like this doesn't make sense because you need to explain this. And so I taught the whole thing, right? And then after I got done, I rearranged outline and changed everything around until I was like, oh, here's the book. And then I started over and rewrote the book and then boom, we have Dotcom Secrets, which I'm very proud of. So that was the first book, right? And the second and then I was like, I will never write a book again. There was so much pain associated. I'm like, all the projects I've ever done that was like the most amount of work and the least amount of money made from a project. Because books don't make you a ton of money, they make you good money if you do it right, if you do it through funnel way. We do. But it wasn't like insane, right? Like I'm used to funnels that you launch it and they do, you know, a few million dollars out the gate. This one sold a ton of books but it wasn't like it wasn't short term. Huge monetary success. Looking back at it now, five years later, it's been huge like monetary success. The indoctrination piece that got people to understand funnels which then created the desire and the need for click funnels. Anyway, so I get a book done and I'm never gonna write a book again. And then man, like a year later I met this mastermind meeting which is actually happening again this weekend. Kind of funny, it was Joe Polisher's mastermind meeting. And I'm going and I get invited to this dinner the night before with a couple people. So I'm at the dinner and sitting across from me from the dinner is this guy named Dean Graciosi. Some of you guys know Dean and I had been a fan of Dean's for a long time. We met once or twice, but just, you know, he's the dude who's on infomercials for 20 years. I used to watch his infomercials and study him and Write the scripts out. Because I was a marketing nerd, right, and just loved what he was doing. So I'm sitting across him, and we're talking, having all these conversations. And in the middle of this conversation about something completely different, I had this, like, realization that was like, you need to write a book called you need to write a book, and it's gonna be called Expert Secrets, and somehow Dean's gonna help you. I'm not sure if he's gonna infomercial or something, but, like, you need to write this book. I'm like, oh, crap. I don't want to write a book. But I bought that domain, like, two or three years earlier. So I remember I went to bed that night, and Dave Woodward was staying with me. And I was just like, I'm writing another book. He's like, what? And we start talking about it. He's freaking out, and we're freaking out. And so that started the journey. So guess what I did. I wrote an entire copy of the book. I was so excited. So that was this time of year, which right now we're in October. So then fast forward to next summer. It seems I'd spent six months writing this book. So that summer, I think it was June or July, I was at my family reunion, and I was supposed to be going through the final edits of the draft to be able to send to my publisher. So I'm reading the drafts, and as I'm reading it, I'm like, two or three pages in. And I had the same realization. I'm not proud of this. And I was like, no. Like, I spent too much time on this. I was just like, it's not right. And so back then, I was Snapchatting. So I got into Snapchat Live, and I said, everyone, I've been writing this book for the last six, seven months, and I'm not proud of it. And so I highlighted the entire book live on Snapchat. I deleted it, and I resaved the file so it was gone. Gone. It was only copy I had. And I was like, it's gone. And everyone's freaking. I get people messing. Like, no, Russell, I will pay you a thousand dollars to read that manuscript. Mike. No. It's gone. It's forever. I'm not proud of it. I don't want it leaking out to the interwebs. And people be like, oh, that's Russell's book. And so I decided after that, I was like, I need to do an event like I did last time. So I called up my now mini Inner circle at the time. And I said, you guys are doing an event in Boise next month. Boom, come to this event. And I didn't know where I was going to go. I just knew that the event had been scheduled. Therefore, I must figure out how to teach this concept in a really short period of time. And so at the same time, I was going to Kenya. So we fly into Kenya on the flight to Kenya on the gravel roads in Kenya, and on the flight home from Kenya, I am reading, mapping out, studying, planning, plotting, scheming, building out the framework for this book. And if you've read my books, you know I doodle out every concept. So I'm doodling every single concept, putting them in chronological order, trying to get the best I can. I land in Boise, coming home from Kenya. Our flight got delayed by 36 hours, so it was a day late getting home, and my event was the next day. So I land, go to bed, wake up in the morning, and I go to this event to teach the concepts again. And I teach the expert Seekers concepts over two days. And. And what's fun is, like, again, same thing. Like, I'm teaching stuff, and some things make total sense to people. Other things, I get stuck. I have to, like, reteach it and, like. And, like, redo the framework. And I'm trying to, like. I remember one concept that, like, I thought was gonna take, like, 10, 15 minutes to explain. We didn't spend three hours on the group because, like, we couldn't figure it out, how to make it simple and, like, how to simplify it. And anyway, when that was done, then I took the outline, retweaked it, and then, boom, I went back to writing and I wrote the Expert Seekers book. So there's pass number two, right? So this time and again after that, I was like, I will never write a book. I forgot painful writing books are. And this was horrible. And I was like, I'll never write a book. And then literally in the middle of the Expert Secrets launch, like, day two or day three, I get a message from John Reese, who said, hey, would you be interested in buying Traffic Secrets from me? And I was like, oh, my gosh. Like, this could be the trilogy. Like, I could get hardbound trilogy box set. Like, this would be the greatest thing in the world on my dot com Secrets. Expert Secrets. Traffic Secrets. And then my podcast, which you'll see now, is Marketing Secrets. Marketing Secrets is like the daily what's happening in the world right now? Thoughts, the top of the consciousness mind, right? And the other books are like the foundational cornerstones that are the evergreen pieces that never change. And I was just like, I have to buy this. And emotionally, I bought it, which means you spend a lot more money than you should. But I knew that, like, that was book number three. So now, fast forward. We're a year and a half past Expert Secrets launching. It's sold hundreds of thousands of copies. It's changed a lot of people's lives, and it's helped people's funnels grow, which has been really, really good. And now I'm sitting here and trying to figure out this third book, and I was like, should I write? Start writing? And I'm like, no, I must do an event first. So I called up all my inner Circle and 2 comma Club X members and said, you know what? I'm going to offer something I wasn't doing before. And we're doing an event, and it's going to be amazing. And so next thing we know, now we're in. Sorry, my car's so loud and I'm super late for the dentist. Anyway, so next thing we know, I'm in Arizona and we're for two days teaching the Traffic Secrets book. And it was fun. It was the same concept. Monday I came in and started doodling out, had the framework, the doodles, things Monday, Tuesday, and all the Wednesday doodling, sketching, putting together the process, putting together the framework. And then Thursday morning, step on stage and started teaching the Traffic Seekers book. And taught it Thursday and taught it Friday. And yeah, it turned out good. Now I know what shifts and what changes and what things I need to move around. And now the writing process begins. But it was. It was really, really cool. So I want to share with you guys, because that's my process, and a lot of you guys are struggling. How do you teach content? How do you write books? How do you blah, blah, blah, blah, blah? And it's like, for me, it's all about, like, first off, I basically write an outline. Like, here's the outline of what I want to create. Number two is I build the frameworks, right? So for me, the frameworks are these doodles. So I doodle out, like, here's the framework of what I'm trying to teach, the conceptual thing, right? And then for me now, what I found is the shortcut is then get a bunch of people in the room and teach it. And as you teach it, you. It's cool because, like, people sitting in the room don't have context. So it's like, if you explain something like I know what you're talking about. You're like, oh my gosh, I need to explain that earlier in the book or it's not going to make sense. Right. And yeah, so that's kind of how I do my process. And so I'm going to do another episode in the near future about frameworks because Steven Larsen and I were talking about, he's like, he's like the thing you're the best at is building out frameworks. He's like, you're like the framework king. Everyone needs to become framework kings because the framework's easy to teach off. Like how do you actually build the framework? You know, my process has been going back, you know, 20, 30, 40, 50 years in the past, learning from the best direct response markers of all time, figuring out what the frameworks are bringing them modern day and then, you know, creating frameworks now all of us can go and use in our world and our businesses and things like that. So anyway, just kind of interesting. So I wanted to share that with you guys and hopefully give you some ideas for those who are like stressed out are like, oh, Russell could write a book because he's Russell. It's like no. Russell struggles writing books more than anybody. So what he does is this process, process and that's how it works. So anyway, I hope it helps. With that said, you guys, I'm almost a dense. I'm gonna bounce. Thank you so much for listening and I hope you guys are getting excited for the third book. I have to have it to the publisher by May 1st. We're also republishing.com secrets and expert secrets. I'm gonna be adding about 100 pages to each book and republishing them as hardbound books. And it's gonna come when we launch next September I think is my launch date. They're gonna come in like a box set which is like the coolest thing ever. It's like the Star wars trilogy, only a cooler. Or the Lord of the Rings tril cooler. It's the Secrets trilogy, so. Alright guys, be sure to get prepared and excited and ready to buy this one. It's ready because you're gonna love it. It's gonna be amazing, I promise you. I'm killing myself to make sure the books are great for you guys. So I appreciate you all. Thanks so much for everything and we'll talk to you soon. Bye. Everybody want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertsecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.