The Russell Brunson Show: Bonus Interview – Superhuman Entrepreneur

Podcast Episode Date: July 14, 2017
Host: Dr. Matt Accurso (Superhuman Entrepreneur)
Guest: Russell Brunson

Episode Overview

In this bonus interview, Dr. Matt Accurso welcomes Russell Brunson—co-founder of ClickFunnels, author, and marketing expert— onto the Superhuman Entrepreneur podcast. Though Dr. Accurso’s audience consists primarily of doctors and healthcare professionals, the conversation explores universal entrepreneurial and marketing strategies inspired by Russell’s book, Expert Secrets. Together, they dissect myths around sales, offer actionable advice for establishing authority, and emphasize service and authenticity as the foundations for building a loyal movement.

Key Discussion Points & Insights

1. Rethinking Sales: From Sleaze to Service

• [03:26] Dr. Accurso shares personal reservations about sales.
  • Raised to see “sales” as sleazy, Dr. Accurso recounts how traditional marketing never resonated with him—until hearing Russell’s transparent approach at a seminar.
• [04:48] Russell attributes his style to authenticity and transparency, not scripted slickness.
  • Quote: “The future of where this whole business and sales as a whole is going... is less about the polished salesperson and more about people willing to just kind of share their story.” (Russell Brunson [05:24])
  • Story: Russell helped a chiropractor shift from “postured professional” to vulnerable storyteller; sharing a personal inspiration story drew more patients.

2. Charisma Isn’t a Personality Type—It’s Passion

• [09:08] Charisma defined as passionate connection, not showmanship.
  • Quote: “Charisma comes from connection... the leader doesn’t necessarily have to be a movie star. It’s about being really passionate about your topic. We’re all dying for passion, right?” (Russell Brunson [10:01])
  • Anecdote: Bulletproof’s Dave Asprey described as charismatic due to his obsession with his craft rather than traditional charm.

3. Overcoming Imposter Syndrome & the Path to Expertise

• [11:13] Dr. Accurso discusses the anxiety and ‘bank teller window’ that separates doctors from patients.
• [12:52] Russell’s advice for the “amateur” expert:
  • It’s okay to say “I don’t know.”
  • You only need to be a chapter ahead (Frank Abagnale reference, Catch Me If You Can) to teach and add value.
  • Share transformation stories; don’t wait until you’re “certified.”
  • Quote: “People aren’t coming because you know all the answers. They’re coming because you know an answer.” (Russell Brunson [13:02])
• [15:35] On haters and polarity:
  • If you’re not attracting some opposition, you’re not expressing your message strongly enough.
  • Quote: “If you haven’t offended someone by noon every single day, then you’re not marketing hard enough.” (Dan Kennedy, as quoted by Russell [15:34])
  • Polarity produces dedicated fans as well as critics.

4. The Value Ladder & Giving Freely

• [18:28] Russell explains the “value ladder” philosophy.
  • Don’t withhold information—deliver massive value upfront.
  • People stay for the experience, connection, and community—not just “the tip.”
  • Quote: “People will continue to buy from you until one or two things happen: 1) you offend them, or 2) you stop selling them stuff.” (Russell Brunson [22:47])
  • Experience at Dan Kennedy’s events: Repetition is fine; people return for the personality and value, not just new information.
  • Creating value solidifies loyalty and invites customers to ascend organically.

5. Webinars, Building Authority, and Serving First

• [26:28] Where to start:
  • Don’t jump straight to selling via webinars; instead, get results for someone (ideally your dream client) for free and leverage those case studies.
  • Russell’s story: Helped Drew Canole (FitLife TV/Organifi) for free, leading to a $20M product launch.
  • Quote: “Your sales process is not you being a salesperson. It’s you sharing a really good story about the results you got for somebody else.” (Russell Brunson [30:11])
  • Service-first approach not only builds a track record but feels authentic and enjoyable.

6. Is Expert Secrets for Everyone?

• [32:15] Addressing the title “Expert” and inclusivity:
  • Russell’s biggest fear: The word “expert” scares off introverts.
  • Everyone has something unique to offer; you need only be “passionate.”
  • Building a tribe is about service, not ego—money follows service.
  • Zig Ziglar wisdom: “If you help everybody else around you get what they want in life, you’ll get whatever you want.”

7. The Ripple Impact & Legacy

• [35:39] Scaling Impact:
  • Example: Clients in the weight loss niche now help 500 people a day.
  • Russell can’t coach weight loss himself, but by empowering advocates, his impact multiplies.
  • Theme: Focus on serving your niche and recognize exponential effects.

8. How to Engage with Russell’s Work

• Books:
  • Expert Secrets – for building a movement and finding your voice.
  • DotCom Secrets – suggested as a sequel.
• [38:55] Bonus: Purchase of Expert Secrets includes access to a 90-minute deep-dive video on the book’s first three chapters.
• Digital Presence:
  • For more, visit russellbrunson.com to find documentation of his journey to sell a million books, videos, and comprehensive resources.
  • Watch Russell’s transparent, value-packed videos on YouTube for actionable tactics.

Notable Quotes & Memorable Moments

• “Vulnerability is where things need to be at… If you just become vulnerable and tell the truth, that’s what people actually are desiring to connect with.”
  — Russell Brunson [07:10]

• “The more you do for people, the more they want to do back for you.”
  — Russell Brunson [21:49]

• “If you’re not polar, you’re neutral, and nothing ever is ever going to happen... The nature of being polar is there’s a group that loves you, and a group that has to hate you.”
  — Russell Brunson [16:13]

• “You just need to be one chapter ahead to teach.”
  — Russell Brunson (paraphrasing Catch Me If You Can) [13:19]

• “It is a thousand times better than any of your own successes—when you take those God-given talents you have and you help somebody else and then they have success.”
  — Russell Brunson [40:17]

Recommended Timestamps

• Authenticity in Sales: [04:48]–[07:34]
• Charisma & Connection: [09:08]–[11:05]
• Overcoming Imposter Syndrome: [12:52]–[15:35]
• The Value Ladder Explained: [18:28]–[23:33]
• Service Over Selling: [26:28]–[30:19]
• On Who the Book is For: [32:15]–[37:03]
• Ripple Effects & Client Success Stories: [35:39]–[37:03]
• Bonus Resources & Closing: [38:55]–[41:19]

Actionable Takeaways

• Authenticity and the willingness to share personal stories trump “slick” sales tactics in today’s transparent digital landscape.
• You don’t have to be an extrovert or “guru”—passion, service, and being one step ahead are enough to start building authority.
• Giving away real value builds loyalty and natural progression up your value ladder.
• Focus on empowering and serving your tribe—success and scale follow naturally.
• Anyone with the desire to help others can benefit from Expert Secrets; it’s a blueprint for amplifying your impact regardless of specialization.

Russell’s Final Word [39:30]

“Your own successes feel good. But when you take those God-given talents you have and help somebody else and they have success, it is a thousand times better than any of your own successes… Even if you don’t resonate with being an ‘expert,’ still get the book because it’s going to give you the tools to find your voice and have the impact you want.” — Russell Brunson

For more, visit russellbrunson.com and be sure to check the show notes for links to Expert Secrets.