The Russell Brunson Show
Episode: The Publishing Playbook: How to Win Before You Launch | #Marketing - Ep. 07
Release Date: February 5, 2025

Introduction

In Episode 07 of The Russell Brunson Show, hosted by Russell Brunson of YAP Media, Russell delves into the critical strategies for driving massive traffic to your funnel even before it goes live. Building upon his extensive experience in marketing and entrepreneurship, Russell emphasizes the foundational steps necessary to ensure a successful product launch. This episode, titled "The Publishing Playbook: How to Win Before You Launch," provides actionable insights on audience building, relationship cultivation, and consistent content publishing.

The Core Problem: Funnels Without Audience

Russell begins by addressing a prevalent issue within the entrepreneurial community:

Russell Brunson [05:30]: "One of the biggest problems I'm seeing is people spend time building a funnel or an offer, putting things together, but they're not focusing on planning all the seeds they need ahead of time before they actually launch their funnel."

He underscores the mistake many make by developing their funnels without simultaneously building an audience, leading to a situation where, upon launch, there are no leads to convert.

Key Strategies for Success

Russell outlines a three-pronged approach to ensure a successful funnel launch:

1. Dig Your Well Before You're Thirsty

The metaphor of digging a well before experiencing thirst encapsulates the essence of proactive audience building.

Russell Brunson [25:15]: "Dig your well before you're thirsty. Start building your following before you have something to sell to them."

This strategy involves initiating audience engagement and relationship-building efforts as early as possible, ensuring that when the product or funnel is ready, there's a ready and waiting audience.

2. Building Relationships with Influencers

Central to Russell's approach is the cultivation of relationships with key influencers who already command the attention of your target audience. This concept aligns with his "Dream 100" strategy, where you identify and engage with the top 100 influencers in your niche.

Russell Brunson [42:50]: "If I can build a relationship with someone who already has your dream customers, they can promote me as an affiliate, and I don't have to spend money on ads."

Key steps include:

• Identifying Influencers: Utilize platforms like Instagram, LinkedIn, and podcast directories to find top influencers in your space.
• Engaging Consistently: Actively participate in their content by liking, commenting, and sharing.
• Providing Value: Offer something beneficial, such as featuring them on your platform, to foster mutual growth.

3. Consistent Content Publishing

Russell emphasizes the importance of regularly publishing content to establish and refine your voice, making it easier for the audience to find and relate to you.

Russell Brunson [68:45]: "Start publishing consistently. It's not about being perfect from day one; it's about showing up consistently so your audience can find you."

He discusses various mediums for content creation, including blogging, podcasting, and video, advising entrepreneurs to choose the platform they are most comfortable with to maintain consistency.

Deep Dive into Publishing: Finding Your Voice

Russell shares his personal journey with podcasting to illustrate the transformative power of consistent publishing.

Russell Brunson [75:20]: "The magic happens when you're consistent and willing to show up, even when no one's watching."

He recounts the early struggles of his podcast, where initial episodes were met with little engagement. However, by persisting and refining his approach, he eventually built a loyal listener base that became instrumental in the success of ClickFunnels.

Personal Stories: The Competitive Edge

Throughout the episode, Russell interweaves personal anecdotes that highlight the importance of competition and resilience.

1. Football to Wrestling Transformation:

   Russell narrates his high school experience of being bumped from the starting football team only to channel his competitive spirit into wrestling, where he achieved state champion status.

   Russell Brunson [15:10]: "Competition drives me. When faced with setbacks, I adapt and strategize to come out on top."

2. Overcoming Early Business Challenges:

   He shares the story of launching ClickFunnels amidst fierce competition and limited funding, illustrating how a relentless focus on improvement and strategy led to surpassing competitors like LeadPages and Infusionsoft.

   Russell Brunson [22:35]: "We were racing to beat them because we had no funding. It was just us with our brains and our intuition."

Implementing Traffic Secrets: Insights from Russell's Book

Russell references his book, "Traffic Secrets," to provide structured strategies for audience building.

Secret Number Four: Work Your Way In and Buy Your Way In

He explains the dual approaches to traffic acquisition:

• Buying Your Way In: Utilizing paid ads to rapidly acquire traffic.

  Russell Brunson [50:40]: "If you have more money than time, focus on paid ads."

• Working Your Way In: Leveraging free traffic sources by building relationships and providing value.

  Russell Brunson [52:15]: "If you have more time than money, focus on working your way and doing the free stuff."

Russell advocates for a balanced approach, where initial efforts focus on free methods to build a sustainable audience, later scaling with paid strategies as resources allow.

Digging Your Well Before You're Thirsty: Actionable Steps

1. Identify Your Traffic Sources:

   Determine where your target audience spends their time and focus your efforts there.

2. Engage with Influencers:

   Follow, interact, and build genuine relationships with key figures in your industry.

3. Show Up Consistently:

   Regularly publish content to maintain visibility and reinforce your presence in the market.

Russell Brunson [60:00]: "Start digging your well before you're thirsty. Start building the following ahead of time."

The Power of Publishing: Building and Leveraging Your Platform

Russell elaborates on the necessity of having a platform to offer value to influencers and attract your audience.

Russell Brunson [90:10]: "The platform is what you have to offer to the other influencers. It's the value you bring to the table."

He discusses various platforms entrepreneurs can use based on their strengths:

• Blogging: Ideal for those who excel in writing.
• Podcasting: Suited for audio enthusiasts who prefer verbal communication.
• Video Content: Perfect for visual storytellers who thrive on platforms like YouTube or Instagram.

Russell emphasizes that the goal of publishing is not immediate perfection or massive followings but to find and refine your unique voice.

Russell Brunson [105:30]: "The goal is not to be amazing from day one. The goal is to start and be consistent, allowing your audience to find you over time."

Building a Network: From Small Connections to Major Partnerships

Russell shares how starting with smaller influencers can lead to significant opportunities over time.

Russell Brunson [130:45]: "Start with influencers who are at your level or slightly above. As these relationships grow, they introduce you to larger influencers, exponentially expanding your network."

He recounts his journey from small collaborations to eventually attracting attention from industry giants like Joe Vitale and Tony Robbins, underscoring the long-term benefits of persistent relationship building.

Conclusion: Gathering the Many as the Foundation of Success

Russell wraps up the episode by reiterating the importance of audience building and relationship cultivation as the bedrock of successful entrepreneurship.

Russell Brunson [160:00]: "Gathering the many is the most important thing. If you focus solely on building a funnel or an offer without an audience, you're setting yourself up for failure."

He encourages listeners to dedicate daily time to networking, publishing, and engaging with their target audience to create a robust foundation for their business ventures.

Russell Brunson [165:20]: "Block out at least an hour a day to go out there and network, publish content, and build relationships. These actions will ensure that when your offer is ready, there's an eager audience waiting to engage."

Finally, Russell recommends his book "Traffic Secrets" as a comprehensive guide for those looking to master the art of traffic acquisition and audience building.

Notable Quotes

• On Competition and Resilience:

  Russell Brunson [15:10]: "Competition drives me. When faced with setbacks, I adapt and strategize to come out on top."

• On Building Before Selling:

  Russell Brunson [25:15]: "Dig your well before you're thirsty. Start building your following before you have something to sell to them."

• On Consistent Publishing:

  Russell Brunson [68:45]: "Start publishing consistently. It's not about being perfect from day one; it's about showing up consistently so your audience can find you."

• On Relationship Building:

  Russell Brunson [130:45]: "Start with influencers who are at your level or slightly above. As these relationships grow, they introduce you to larger influencers, exponentially expanding your network."

• On the Importance of Audience:

  Russell Brunson [160:00]: "Gathering the many is the most important thing. If you focus solely on building a funnel or an offer without an audience, you're setting yourself up for failure."

Final Thoughts

Episode 07 of The Russell Brunson Show serves as a comprehensive guide for entrepreneurs aiming to ensure their product launches are met with success by prioritizing audience building and strategic relationships. Russell Brunson's blend of personal anecdotes, actionable strategies, and insightful teachings offers listeners a roadmap to navigate the complexities of traffic acquisition and audience engagement effectively.

For those seeking to deepen their understanding, Russell recommends reading his book "Traffic Secrets," which encapsulates the principles discussed in the episode with further depth and strategic insight.

Subscribe now to The Russell Brunson Show to continue receiving invaluable insights and strategies that go beyond traditional marketing, paving the way for lasting business and personal success.