Podcast Summary: The Russell Brunson Show

Episode: Calling Out Your People
Host: Russell Brunson
Date: September 13, 2017

Overview

In this episode of The Russell Brunson Show, Russell shares his evolving approach to engaging entrepreneurs and building a loyal audience. Drawing inspiration from comedy, Kickstarter campaigns, and his own podcast’s most resonant episodes, he explains how to “call out your people” by crafting broader, highly relatable content that draws new audiences into your brand’s world—eventually nurturing them into passionate customers.

Key Discussion Points & Insights

The Power of Relatability in Marketing (00:34 – 03:22)

• Russell discusses the intense lead-up to a viral video launch, emphasizing the complexity and excitement of the process.

• He jokes about how quickly work gets done at ClickFunnels, measuring time in “funnel years”—a day feeling like a year with all the hustling.

• Introduces a central theme: the need to connect with a wider audience beyond his current niche of funnel marketers.

  “If I want to go semi-viral ... I needed to go one level bigger so that it would grab my people.”
  (Russell, 06:12)

Lessons from the Harmon Brothers & Studio C (03:23 – 06:10)

• Russell reflects on working with the Harmon Brothers (famed viral video experts) and is surprised they didn't study classic copywriters.

• Instead, the Harmon Brothers draw inspiration from sketch comedy and viral Kickstarter campaign videos.

  “They’re like, yeah, we just ... get sketch comedy writers who are really funny and then they try to weave in sales principles.”
  (Russell, 04:22)

• Matt Meese from Studio C helped script their recent video, cementing the idea that engaging storytelling trumps traditional 'copywriting' knowledge.

  “The guys who write the scripts for Studio C... some of the best copywriters in the world, they just know how to engage people.”
  (Russell, 05:10)

Transforming Resonant Podcasts into Viral Videos (06:11 – 08:22)

• Russell identifies his most impactful podcast episodes based on audience feedback (“why entrepreneurs suck at vacations,” “entrepreneurial scars”).

• He experiments with scripting and filming a viral-style video based on these topics, targeting a broader category—entrepreneurs, not just marketers.

  “So I wrote the script, set up a camera on the beach house, and I just recorded this thing…”
  (Russell, 07:20)

• The resulting video garnered massive engagement: 70,000–80,000 views and hundreds of heartfelt comments in one week.

• Importance of connecting on shared struggles that are unique and specific to the tribe ("entrepreneurs suck at vacations").

The “Call Out Your People” Strategy (08:23 – 12:00)

• Russell explains the next-level approach: identify a broader group who could become your ideal customer, then “call them out” with a message only they recognize as true.

• The tactic: Step back from your product’s specifics and talk about relatable experiences or “weirdness” that draws attention and loyalty from your tribe.

  “Try to go one step broader ... Who are the people that you would love to have buy your thing, even though they're not ready yet?...And then what message do you have that they would be like, ‘Yes, you get me.’”
  (Russell, 09:10)

• Emphasizes vulnerability: Share the quirks and truths about your journey that only your tribe will truly understand (i.e. entrepreneurs struggling to enjoy vacation time).

• This approach helps “cast a wider net,” bringing new people into the funnel, connecting on shared identity before selling.

  “What are things that you feel because of what you do ... that other people like you will resonate with, but the rest of the world think you’re weird?”
  (Russell, 11:10)

• Russell advises listeners to find their own “call out” moments, turn them into videos or content, and be consistent—it’s about resonance over reach.

Next Steps and Practical Takeaways (12:01 – End)

• Russell intends to keep creating these “relatable” viral videos monthly.
• He encourages his audience to watch his recent video (‘Why Entrepreneurs Suck at Vacations’), share it, and use similar tactics for their own brands.
• Final inspiration: Keep seeking those unique, tribe-defining messages that accelerate connection and trust.

Notable Quotes & Memorable Moments

• “In the real world, a day is a funnel year, because you get more done in a year than most people get done in a day if you're using ClickFunnels.”
  (Russell, 02:01)

• “How are you guys, like, the best video copywriters on earth and you never heard of copy or copywriting?! They just know how to engage people.”
  (Russell, 04:58)

• “So, for you, how do you call out your people? Who are your people first off, right? And go one step broader ...”
  (Russell, 10:19)

• “Think about what are things that you feel because of what you do or who you are that other people like you will resonate with, but the rest of the world would think you’re weird.”
  (Russell, 11:10)

• “This is how you're casting a wider net and bringing them in. So, figure out who are your people, call them out, and what are things you believe that they would resonate with.”
  (Russell, 11:45)

Timestamps for Important Segments

• 00:34 – Introduction to the viral video launch & ClickFunnels’ fast-paced culture
• 03:25 – Harmon Brothers & unconventional copywriting inspiration
• 05:10 – Studio C and engaging, clean comedy as a template for copy
• 06:11 – Why some podcast episodes create unexpected impact
• 07:20 – Process behind scripting and filming “Why Entrepreneurs Suck at Vacations”
• 08:50 – How relatable content attracts and nurtures the right audience
• 09:10 – The “call out your people” methodology explained
• 11:10 – The value of sharing “weird” but true beliefs to connect deeply
• 12:15 – Russell’s challenge to the audience: find and broadcast your own “call out” moments

Conclusion & Takeaways

• Main Lesson: To build a passionate following and prepare prospects for your product, zoom out from your niche to broader, tribe-defining messages. Craft content around insider truths, then use that to draw new people into your world.
• Action Step: Identify a “weird” but true belief or experience unique to you and your ideal audience. Create a video or post around it.
• Watch Russell’s Example: Search “Why Entrepreneurs Suck at Vacations” on Facebook or Google to see his strategy in action.

For more inspiration, watch Studio C for engaging, clean sketch comedy ideas and follow Russell’s content for real-life marketing playbooks in action!