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What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I'm gonna go on a rant. It's gonna show you doesn't matter if you're selling physical products, network marketing products, if you're selling local services, whatever it is you're selling. This process, the Expert Secrets process we've been talking about is the same. If you enjoy this episode, please go to itunes and rate and review us. With that said, let's jump into the podcast. 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 and our services and the 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 Marketing Secrets. What's up, everybody? This is Russell again, and I have a little bit of a rant and I hope you guys are okay with that because it's something that I keep trying to get people to understand and they keep not understanding. So no offense to anybody because I probably said in a lot of places, maybe you didn't hear it. So I'm telling you guys right now, right here, so you will hear and you will understand. The question I keep getting from people is like, well, in fact, I got this question last night in our new 2 comma Club X coaching program, and I responded to it. And then just last time I was thinking about it, and today I'm like, I need to talk about this because I want to put this to rest once and for all. So in the future, if any of you guys hear anybody who's in E commerce talk about this, please tag them, post them this link, this video, this podcast is going to be all over the place. So let, let them know because this is the key they need to understand. So a lot of you come into my world, into the funnel world, and they're like, well, I'm selling stuff on Amazon or Shopify. I'm selling physical products. And so I was grabbing some examples of physical products. Maybe you're selling supplements or you're selling jars or you're selling buttons or selling markers, like, whatever it is you're selling. And they're going through this stuff and you're like, well, funnels are really, really cool. How's it going to work? And I tell you, I'm like, go read this book, Expert Secrets. Go read the book.com secrets. And the first thing is like, well, there's no face in my company, so this stuff doesn't work for me. I always just want to cringe. For anybody who thought Expert Secrets is only about selling information products, you missed the whole point of the book. Please stop. Go find your copy of the book. Start at the very beginning, and this time look at it through a lens of whatever it is that you are selling. If you're selling physical products, info products, supplements, network marketing, whatever it is you're selling, this book is the blueprint for that. And if you're saying, well, this doesn't work for me because my business, I don't do this, instead start thinking, wait, how should I, like, should I do this in my business? How can I use this in my business? That should be the thing going through your mind is, how can I use this for my business? Not, oh, I can't use this for my business. People always tell me, russell, my business is different. No, it's not different. You're just not doing it right. Start thinking, how do I actually implement this into my business? For example, a lot of people are like, russell, this works for you because you have a software company. Every other software company that I'm competing against does not do this. If you'd asked me, if you'd asked people if I would have released this four years ago and told people to read this, they'd be like, well, this doesn't work for SaaS. I'm not selling information products. It's like, no, like you're not seeing me actually do this to sell SaaS, to sell software as a service. Okay, it works for that. So it works for supplements, works for everything. Okay? So I'm gonna kind of walk you through just a really quick, quick, like two minute breakdown of how this concept works with physical products. Okay? But again, this works for anything. Plugin, non profit. We've got two, I think two or three people now who have hitting the two comm club selling nonprofits using all these same principles. We've got tons, almost probably 100 plus, who are selling physical products, who are doing it, like Internet marketing, network marketing. It works for all of them. It works for software, works for whatever it is you're selling. It doesn't matter. It's agnostic about what is you're selling. The principles work the same in all of them. Okay, so again, the comment yesterday I saw was like, russell, there's no face to my company, so this isn't gonna work. My first thing would be, you need to have a Face to your company, okay? There's a reason why there's a face of clickfunnels. Because people can connect with a human being. If there's not a face, not a person, you become a commod. People are going to go off price. Go off of what feature? They got this feature versus this feature. If you have a face, a personality, people will bond with you and they will follow you to the end of the world, okay? I promise you that. If you haven't. If you weren't in the last funnel hacking live, you may have missed it. You're seeing it happen, okay? I'm practicing what I preach every single day, okay? That's number one. Number two, this whole book is about how to create offers, figuring out what you're marketing and actually creating an actual offer. Okay? In fact, for those of you guys who wonder if you ever read my little bio, Russell does this, this, and this. And one of the top super affiliates in the world. This same concept is how I became a great affiliate. Okay? So I'm gonna do this. I'm gonna go through some examples. Let me pull my chair. Hopefully this will come out and make sense. So let's say you're selling physical products. Let's say, for example, organifi. So organifi, this is my buddy Drew's supplement. It's a really good supplement I take every single day. There's a picture of Drew on the back for those who are watching the video. Drew's funnel. And I love these guys. Their funnel's not the best funnel in the world. The copywriting is not that good. The sales there is not that good. But what do they have? They've got personality, a brand, a person, a human that people trust. They like, they know, and they follow him through this movement, which is why they've done so well with organifi. Okay? Now, if I was gonna go sell organifi as an affiliate, first thing I look at is saying, okay, they're selling a product here. If you listen to me or Steven rant about this a product, like it's even the last fat event. Everyone stand up and raise your hand and say, I will not sell a product again. Had everyone chanting that with them. Okay, A product is not how you win this game. How you win this game is by creating an actual offer. So the way I became a really good affiliate for people is I would go and I find someone who's selling a product, and they'd be selling this product. They're doing well with it. I said, okay, how can I Make this an offer. So I'd say, okay, and here I'm on my whiteboard. So here is organifi. Let's say this is number one. So organifi, they're selling now. If I want to be an affiliate, I'm going to take this product, I'm going to create an offer around it. So I'd be okay if I wanted to sell to become their number one affiliate, which I could very easily. And all of you guys could do this. You can pick any product and do it. So, okay, somebody who's buying this, what else do they need to be successful? Oh, they have organifi. What if they need to know how to eat or drink for that? So I'm make a book or a video course teaching like the 30 day juice reset, right? Boom, that becomes part of the offer. Now they got green drink, they got a juice reset diet. What else do they need? Maybe when they're juicing, they're trying to sleep better at nights. Maybe this is like the sleeping system, like the greens sleeping system. Or maybe it's like they want some more recipes. So it's like 20 ways to put green drinks to make something, right? So I would like go and try to make a whole bunch of recipes and ways to like turn these green drinks into really healthy foods. And I don't know, whatever you do, but I would create a whole bunch of things. I put a bunch of things together and I make an offer. There's the total value of blank, right? And that would go back to all people buying organifi. Hey, you can buy organifi and get it for, I don't know, 100 bucks to sell here or you get the same offer. I'm going to give you organifi plus this, plus this, plus this. And I make it accurate offer. I'm going to go out there and destroy every other affiliate, including them selling their own product. Okay. There have been affiliate times. I've gone in and promoting somebody's product and actually sold more of the product than the actual product owner. I do that by turning their product into an offer and make it irresistible. Okay, so there's an idea for supplements. If I'm going to be selling a supplement, I'm going to go out there, I'm going to go and create an actual offer. So not just the supplement, the supplements, one piece of the offer, what are the other tools and systems they need to make an amazing, irresistible offer that's going to make them whatever is the result you're promising. Right. Okay, so for e Comm people. So let's just say you're an E Commerce person, you're selling this little coffee mug thing. I tried to find something random here in the house today. So this is nice. It's a little coffee mug. It's awesome. I'm selling on Amazon and you're like, Russell, I don't know how this expert secret stuff worked for me. We're just selling little coffee cups like there's nothing to this. Right? I say, in fact, those of you guys who are members of Funnel University, I did two, I did bulletproof supplement funnel and I did on it supplement funnel. Both of them are not very good funnels. Both have built 10 to 30 million dollar a year supplement brands because they follow the steps in this process. The expert secret stuff, right? So if I'm selling this in Amazon, make some money and I'm like scared the Amazon is going to crush me or that and get, you know, booted off or I just want to diversify or want to sell this for it's actually worth. I would take this product, I would turn it into an offer. That'd be step number one. Right? So this is something that keeps coffee warm I'm assuming. So how to make this an offer? Okay, so I'd be going back to expert secrets. Okay, which, which market this is in? Is it health, wealth, relationships? Okay, it's probably in health because people drink coffee a lot of times because it's a health reason. Right. So it's in health, inside of health. Like what is this? Like what's my sub market? Excuse me? Sub market is. Yes, the submarket. Then are people who are drinking coffee to become healthy. So you got health, then you got coffee for health sub market. And then what's my niche? I'm going to create. Well, I'm going to create a niche that let's just say so Dave Ashbury with Bulletproof is like putting butter in coffee. So let's say I'm going to go on that tangent. So his whole market is like teaching people that and telling people go buy butter and put it in. So my sub niche could be like I'm going to give you guys the kit that you need to be able to make bulletproof coffee on the go. Maybe that's my sub market I'm going to create. So take this, this is the physical product. Now if I want to compete in a funnel, I need to make this an offer. So I say, okay, first thing you're going to get when you sign up right now is you're going to get the physical cup, which is really, really cool. The problem with that's all that this is. There's probably 500 other people selling this on Amazon, right? So because we're all selling the exact same thing, what happens is the race to the bottom. Everyone's getting cheaper, cheaper, cheaper, cheaper, cheaper. Because whoever wins is the person who's got the cheapest product on Amazon. So I don't want to be constrained by price. If I'm constrained by price, I'm going to lose this game every single day. So what I'm going to do is instead, I'm going to take this out of a price constraint where people are going to be judging me based on somebody else. I'm going to turn this into a special offer where I'm the only person on earth that can actually sell because it's my special offer. So number one would be this cup, right? It's a really cool cup. Number two, it would be. Okay, well, what else can I put in this offer? Well, maybe I sell coffee, or maybe it's hot chocolate, or maybe it's cacao, or maybe it's something that actually go into there. So that'd be the second part. You're going to get this, plus you're going to get this stuff. You can actually make this really, really good. Then number three, I'm looking at my office, see what else I can plug in this offer. Number three, let's say there's a really cool weight loss plan that I want to make with this, right? So it's like, let me show you guys how to have more energy in the morning, have more focus. So you're going to get, number one, you get the coffee cup. Number two, you're going to get the actual coffee. Number three, you're going to get my secret eating plan that actually boosts my mental performance as an entrepreneur. Number four, I'm going to get the next thing. And I go through, I actually create an amazing offer right now. I can go. And even though people are selling this on Amazon for like, you know, I don't know how much these cost. 10 bucks, let's say I can now go and because I bundled together a bunch of things, this is now worth 30 or $40 because it's actually an offer. Now people go on Amazon, be like, hey, it's the same price. You know, it's a fourth the price over there, but it's actually worth four times more because we turned it into an offer. We bundled a whole bunch of things together and now it's something that Is different that people can't price go, like, go with price. And the only person actually has this special offer that makes sense. Okay, now to take the next level. It's not just creating an offer now. It's like, now it's creating a brand, a person, a movement behind this. Dave Ashbury did a good with Bulletproof, where his whole. He had a story now of, like, him. He was overweight, he lost a bunch of weight. He was hiking. I can't remember the whole story. Hiking the Himalayan mountains. And these guys gave him some yak butter tea. He drank the yak butter tea. He felt good. His brain was lit on fire. And he realized he put butter in his coffee. And Dave started this movement right where people are putting butter in their coffee. And it's this weird thing he did. Okay, Same thing. I'd be like, listen, here's my product. Here's an offer I've created goes with it. Then what's the movement? Like, what are people tapping into besides just that? Like, who am I? What's my story? I need to share the story. Why did I create this? What was the reason? What was the purpose? If you look at Drew, Drew had a whole story about why he created organifi. What was the reason? What was the story behind it? So for you guys, if you want to transition from selling physical products or a network marketing product or E commerce, or if you're an affiliate selling other people's products, it doesn't matter what it is. The system and the process is the same. It's taking that thing and turning it from a commodity into an offer. Okay? Putting together a bunch of things that are unique to you. Interviewing people. Okay? Like, I go and interview Dave Ashby. I could go interview someone who's an expert in whatever and put that part of the offer. Like, I make this thing amazing. I increase the value of it, okay? And then I can go and, like, tell my story. Like, why did I create this? What was the reason? What was the purpose behind it? People buy into that storyline, and then from there, it creates a movement. Now I get a whole bunch of you buying this and my offer, and they know my story. They know who I am. Then guess what happens in a month from now, six months from now, a year from now, when I decide, hey, this is really good. Now I want to create my next product. Now you have the following in place. Now you got the people in place. Now they actually care because they're connected to you and your story and your mission and your movement. Okay? So I want you Guys to understand that, like, so many times people come to me and they're like, hey, this doesn't relate to me because I'm selling a different product. I'm selling a physical product, right? I'm a network marketing company that's separate from this. It's like, no, it doesn't matter what you're selling. The reason why I've been successful is selling everything I've ever sold. And I've done all of that in physical products. I've done supplements. I've done information network marketing, physical brick and mortar retail locations. I've got chiropractors doing this. I got dentist students. I've got like, it doesn't matter what is you're selling. The process, the system is the same. Number one is create an irresistible offer. If I was selling these markers, I would try to create an irresistible offer with these markers. Okay? You're picking your market that you're targeting to. Okay. I wouldn't just sell these markers to everybody who wants a marker because I'm gonna be competing with everybody else in the world with price. Okay? So I would. In fact, if you look at. I just got these in the mail today from jld. How many journals are there out there in the world? A billion? Two billion? Ten billion. So what he did is he figured out what's the sub market and the sub niche that I want to create. So he made these journals. One's a mastery journal, one's a freedom journal. These literally came in the mail today. Now, if I was to go and compete against price on journals, you can get a journal for 99 cents, you can get lots of them super, super cheap. So instead what he did is he took this journal, he picked a sub market and he spoke and created something specific to them. Then he created a really good offer behind it. And if I was an affiliate, I would make this offer even better. I'd go create your. Interview me. I go interview five people who understand mastery, different levels. I interview someone. Mastery at physical fitness, weight loss, business, entrepreneurship, athletics. I interview five or six people who have mastered something in their life. And I would go make this an actual offer. You get a mastery journal, plus you're going to get an interview with so and so who's the number one guy at whatever. Plus, you're going to interview with so and so. And I'm like, I would create a really good offer. His offer is good. But if I want to be an affiliate for that and make even better offer, okay, now I've got those kind of things. Now I'd say, okay, I'm gonna create a movement of people who are all gonna go through this with me together. We all want to master this stuff together. We all want to drink green drinks together. We all want to drink bulletproof coffee together. We all want to use markers to sketch out our funnels. Whatever it is. Like, I'm making this group of people, I'm creating a movement of all of us together that want to do something. I'm gonna become the leader of that movement. I'm gonna put my flag in the ground, say, look, this is my movement. I am the leader. Come follow me. They're gonna come follow me. And then all these Experts Secrets principles start working. Now I got a movement following me like, what's our future based movement? What's our cause? What's the new opportunity I'm trying to provide for these people? I'm gonna figure those things out. I'm putting them together, and I'm building this following of people. What's happening is they're all buying my physical products. They're all buying my network marketing opportunity. They're all buying my local chiropractic care, they're all buying my teeth cleaning system. Like, it doesn't matter. Whatever it is, the process is the same. And I'm building this community. People that love me, that trust me, that know who I am, they're all part of this movement. And. And now when my second product line comes out, I can sell exactly as you guys want. And now, boom. This is where you start incrementally. Not incrementally. I start growing very, very rapidly. Your company. That's why I always tell people, take any physical product brand, wrap the Expert Secrets model around it, and you will 100x your company overnight. It's like giving you a shot of adrenaline. And I want you guys all to understand that no matter what business you are in, I know that a lot of you guys are in a lot of different types of businesses. So instead of as you're going through this process, when you're reading Expert Secrets and dotcom secrets and listening to my podcast and all those kinds of things, instead of saying, oh, that doesn't work for my. Instead, stop and say, how can I make that work for my business? Okay, that's it. That's the magic. That's the big secret. It's shifting that thought in your head from, oh, this doesn't work for my business to how can I make this work for my business? And if you think for five seconds, for 10 seconds, I promise you this is the shot of adrenaline for any business that you are in. Doesn't matter what you're selling or whose product, your own product, somebody else's product. Whenever I wanted to be an affiliate, whenever people ask me an affiliate, the reason I don't just, like, set up Google Ads and run to affiliate offers is because I want to be the top affiliate all the time. I've won cars, I've won massage chairs. I've won insane amounts of things, watches. I've won everything you can dream about being an affiliate. It wasn't because I was selling the same product everyone else was. I was. But no, I had made mine an offer. I took their product. I figured, what else can I do to provide more value to this thing? And I took, you know, and I did this a lot of times. Back when product launches were happening all the time in my marketplaces, the ones I was in, I'd say, okay, everyone's selling this course for a thousand bucks. So how do I make this worth $10,000? Cause if I can do that, then everybody buy from me versus the product owner or any of the other affiliates. And so I created an offer that was so irresistible that they had to buy through me. I had people literally buy the product once and they'd buy again just because they wanted my offer. That's the magic we're talking about here with creating really, really good irresistible offers. That's what you should be thinking through. So again, if you're looking at whatever business you' okay, I'm a network marketer. I'm selling E Comm, I'm doing whatever. First question is, how do I turn this commodity, this thing, especially network marketing. You got you versus 180,000 other distributors. Ecommerce is you versus everyone else who comes up in the search when they type that product into Amazon. How do I decommoditize myself by creating an actual offer? Okay, that's number one, thinking through that. What can I create? What are the other things? Okay. Number two then is like, who am I actually selling this to? Okay. If trying to sell to everybody, it's gonna be hard when you start creating an offer, it's really fun. This is why those who are going through the two common Club X program right now, we're talking about picking your market and creating your offer to match it. Because this right here is a cup that anybody who drinks coffee could do. Okay? But the problem is it's a commodity that the price drives down. By choosing the right market, the price actually goes up on this. If this Is the coffee cup for biohackers or coffee cup for entrepreneurs who want to drink bulletproof coffee on the go. Suddenly this becomes super more valuable, right? Because I picked the right market to actually go after. Now the price went up. Now that the price went up, now I know the sub market that I'm in. Now I create an offer that relates exactly to that market. Right? What does this market want? Okay, well, if they're drinking bulletproof coffee on the go, they probably want more recipes or other ways to do it. Or they probably want interviews with people like Dave Asprey or Anthony D. Clementi or other biohackers. Maybe they want interview with the coffee guys who run the company. I can find my favorite type of coffee and interview the person who discovered that, who invented that product, maybe, whatever it is. And you go and create an amazing offer for that sub market. Suddenly this $8 cut becomes worth $60 or $100 or more. Now you get a whole bunch of people doing that together who are all part of that. They all take the same offer. They're all part of the same market that you have created. And now you're able to start creating your mass movement. Does that make sense? Okay, so it doesn't matter what business you're in. If you asked me to consult you, I would tell you the exact same thing. Someone posted on Facebook the day like, how much do you think Russell would charge to vox me back and forth for a day? And people were posting $100,000, 150,000 do. And it just makes me laugh because the feedback I would give you would be the same. It doesn't matter what it is you're selling. The process is simple. You guys figure out what it is you're selling and then realize that's just one component of your offer. Then create an actual offer out of that. Okay? You're going to sync it to an actual sub niche that you are creating. So you're going to market, sub market, sub niche. You're creating that sub niche. Then you create the offer for that sub market, right? And then you get people in there. And now you start creating your mass movement and you start going. And then the audience, the group, the tribe you're building will tell you what to sell, what they want, what to go from there. And that's how you scale these things. That's why I could take any e commerce business off the street. We can turn it, we can 10x it, we can 100x it very, very quickly by just wrapping with these principles. So if you Learn nothing else from today. Go back to the expert secrets book with any product, any service you're selling. And this time when you're reading, instead of saying, this won't work for my business, my business is different, say, how can I make this work in my business? I want my business to be different. That's the magic. One last story before I wrap this one up. That's what happened with ClickFunnels. When I first launched it, I looked at every other SaaS company out there and they were all selling their software. And I said, okay, I'm gonna sell my software. And funnel number one was selling my software. Guess what happened? Boom bomb funnel number two. I sold my software. It bombed. Number three, sold my software. Four, five. Number six was the offer that blew up. And guess why? Because I was no longer selling my software. I created an offer for people. I said, number one, you can get the software for free for six months. Number two, you get a funnel hacks training system to teach you and doctorate you and show you how to use this. Number three, I know the next problem you're going to have is you're going to know how to write copies. You're going to get my copywriting system. Number four, you're going to get traffic. I'm going to give my traffic system. Number five, I'm going to give you all the components you need to be successful with this product. And I turned into an offer and it blew up. Year one, 10 million, year 230, year 370. And on track this year for 150 million because we created an irresistible offer for a software company. And it blows my mind that all the other SaaS guys out there who are competing against me haven't figured it out yet. It's right in front of them, plain sight. They keep on trying to sell their product. Okay, you don't sell products because then you're fighting a commodity based business. You're fighting with the next who creates a product, who's got this feature and you have this and their price is high and all this sort of garbage comes out. No, we're creating an offer. It decommoditizes you. It pulls you away from everybody else, it breaks you away. Now price is no longer a thing you're fighting with because you are your own thing. You are separate, you are unique. And now you have what you need to grow and scale a company. That is the magic about what we're talking about. You guys, if you're doing a webinar, you're just creating one big offer. And you're selling it. If you're doing E commerce and you have a physical and you have not physical, but if you're selling like a funnel with front end, upsell, downsell, each thing of those is an offer. Your front end is like, when I sell my book, it's a free plus shipping book. But I made an offer on this, right? You get books, you get training, you get a whole bunch of stuff that comes with this. The upsell now is a new offer. When you buy this, you get this. And like I'm making lots and lots of these offers. The biggest thing I tell you guys, if you do this over and over and over again is getting good at creating and making offers for people. And what's cool about it is you'll find out some things that people go crazy for, some things they don't respond to. And you just keep making new offer after new offer, new offer. And the more you do this, the better to become at it and the more successful you're going to be. So if you're in the two common club X program, you guys know the homework I told you guys before was go in and find 10 offers that are happening, 10 successful funnels in your business. Funnel hacking to figure out what their offer actually is. Okay? The ones that are successful have really, really good offers. See what they are, what's component number one, what's component number two or number three inside their offer and study those things so you can understand how you can make better offers for your market. And that's it, you guys hope that helps. This is probably the longest podcast in a while, but I needed to go on a rant because I wanted everyone to understand that this is how this game is played. It's all about creating offers, picking the right market. And you create an offer for that specific market and then from there you start getting people, you start building your tribe, then you create a mass movement. You can do all the stuff we talk about in the book and then from there, then product number two, product number three, everything else comes into play. So that's the game, you guys. I love this game. Hope you guys love it as well. It's so much fun. Once again, how can this work for your business? Keep thinking that. Thanks everybody and we'll talk to you soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.