← The Russell Brunson Show
The Russell Brunson Show
The Secret Behind The Three Phases Of The Attractive Character...
00:12:48
Hint: It starts with you, but if it ends with you, you’ll never have the impact that you actually want.
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What's up everybody? Good morning. Welcome to Marketing Seekers podcast. Today is a very, very, very, very special webinar day. So the big question is how are entrepreneurs like us, who didn't cheat and take on venture capital, who are 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 and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Alright everyone, I'm pumped for today because today there's a webinar happening selling click funnels. And guess what? I'm not the one selling it. Ah, I'm freaking out. I'm so excited. And there's a principle inside of this that I want to share with you guys that I think is like groundbreaking, life changing business, evolving amazingness and so excited to share with you during today's episode. So hopefully if you guys have read the Dotcom Seekers book or the expert Seekers book, or listen to me talk at all, over the last decade of my life, as I have been talking to entrepreneurs and sharing some of the most important things, one of the most important things to talk about is building out your attractive character. So attractive character is the personality of your brand that will be communicating with your audience, that builds rapport, that sells, that does all those kind of things, right? And it's interesting because the flak I get often from people who hear me talk about attractive characters, like, oh, well, if you focus your business on attractive character, you can't ever sell your brand, blah, blah, blah, blah, blah. And it's kind of annoying. But alas, those critics are all right. It's very, very difficult to sell a personality brand. It's only been done a few times that I've seen. And it's hard because if you are the personality, it's really hard to sell the brand. So how do you. But then on top of that, having the personality is what lets you build and scale a brand at record heights, like faster than you ever could without it. So where is the middle ground here? That's the thing. When we were building click funnels, I thought a lot about this because someday click funnels is probably gonna be worth like, I don't know, a bajillion dollars or more. And maybe when I'm like 90, I wanna retire and that'd be cool to sell it at that point. But it's gonna be hard if 90 year old Russell's the dude on the pitch videos, and they're like, well, when you die, Russell sells clickfunnels. That's not good for anybo. And so I was like, strategically thinking, how do we do this? How do we do it? And I remember before we launched, I was like, okay, well, we're gonna use attractive character because we know it works, and it's gonna be the fuel that launches this thing into the stratosphere. But I was like, long term, it can't just be me. It has to shift. I didn't know how that was gonna work, or I didn't know behind it, but I was like, I know that we're gonna do that. We're gonna hopefully build a community where other people become funnel experts and other people are teaching and doing this stuff. And it's not just Russell. And I've noticed that I've been watching as that's happened, and so a lot that's been cool is that other people are teaching it and doing it. And you look at most of the industries. There's Cairo gurus teaching funnels. Now there's dental gurus, teaching funnels. There's gym owner gurus. It's amazing. I love it. The more of that happening, the better for me, and I love it. But it didn't really, really address the whole attractive character thing, because it wasn't being published from headquarters, from corporate, whatever you want to call it. It's been interesting. I think the first evolution of a business is that you usually or whoever that person is in your business is the attractive character first, right? And that's awesome. But eventually, what needs to happen for you to start going to the next level is the attractive character can't stick. Just stay with you. If it just stays with you, it can't get scalable. And so if you've watched over the last two or three years, you've probably noticed me consciously doing this is I shared less and less of, like, Russell Brunson stories, and I share more and more of the stories of our members, right? And so, like, our success stories, our students, they become the attractive characters. That's the second level, right? So instead of me talking about Russell, I talk about Kalyn Poland, Brandon Kaelin, I talk about Trey Llewell, and I talk about I can show, you know, all different people. Like, I'm talking about them, and they become the attractive characters, right? My success stories become attractive characters. They're the practical application of what I'm teaching and talking and telling about. And so that's the next level is that. And then There's a third level that for those who have been paying attention, you've probably noticed me do over the last probably seven or eight months, where the attractive character is not me and it's not my clients, it's the clients of my clients, right? So if you notice my language patterns now, when I talk about people inside the ClickFunnels community, I'm not talking about, oh, Brandon and Kaelyn made a million bucks. I'm talking about Brandon and Kalen have changed lives. 1.3 million women. These women who struggled with weight loss their entire life, they now are able to lose weight. Pamela Weibel, who has been able to help doctors who commit suicide. They are, you know, they. And how she saved their lives and how now. Because the doctor's life's been saved, because whatever, right? And I could go on and on, like all these success stories, right? But what's interesting, notice my language patterns is that I'm not just talking about the person. I'm not talking about Brandon and Kayleen making, you know, blah, blah, blah, millions of dollars because it's good. It's better than Russell making a million dollars. But then the second level is they're the attractive character. They're making millions of dollars. But the third level is talking about the success stories of their clients. That's three levels deep, right? And so you'll notice me as I talk now and I teach and I share and I present. I'm always talking about three levels deep. Not my stories, not my success story stories, but their client success stories. And that's like the third layer, right? And so that's kind of like what you're looking at. Like, how do you. How do you get those different layers? It's not something that happens immediately. If you start day one talking about the success stories of your success stories, that doesn't really work, Right. And some businesses aren't ever going to lean towards that where it's actually possible. I think they are, though. I was thinking about for, let's say, for Kaylin's business, right? Like, she's lost weight. She helps other people lose weight, but then the real impact is not that her people lost weight. It's like, now they're better wives and better mothers and better, like, they can serve more than community. And, like, look, all the impact they're having, right? So it's like the impact of your clients is like the next level anyway. So there's three levels deep with attractive character. So for me, I was like, we got to transition from Russell being the attractive Character to our, to our students, our users, our customers. Being attractive character to the customers of our customers are ultimately the attractive character. They are the fruits of this whole thing. Right? Alright, so that's the first thing I want to talk about now. I want to step back one level, right? So for me now, again, for the last three and a half, almost four years now, it's been Russell on stage talking about blah, blah, blah, click funnels, click funnels, click funnels. And this week, today, today like three and a half hours is the first time that we've done this where Kaylin Polin is doing the funnel hacks webinar. But it's telling her, it's her telling her stories, her experience, everything and then she, but she's selling my product at the end. So my success story is now becoming the attractive character, right? Which is so, so exciting and so cool and basically I'm excited to see what she does with today. I basically gave her my slides and said, look, the offer has to stay the same. It's still the funnel hacks offer. That's what we're offering people. But you have the right to tell your own story, sell it however you would sell it. And so she's been working for the last like month and a half doing this and it's going to be really fun to see her do it today. And if it works well, then I'm probably going to go to other ones of my students and have them create presentations on their success stories and then selling my offer. And hopefully if we do one of these a month or next 12 months, we could have 12 of these or 24 over the next two years, who knows how many. But now it's like Russell and my presentation, my story becomes one of many different ways to sell. I'm one of many attractive characters inside of clickfunnels. And that now makes my business very sellable because if Russell disappears, doesn't matter. We have 12 other people, we have Kaylin's presentation that's selling people, we have so and so's presentation, we have these other people and that's really the excitement and the magic for me. So I'm excited. This is the practical application of like three and a half, four years of like trying to brainstorm and think through how this is even possible. And I never knew until. It's funny because I've been, I've told Kaylin four or five times, like, man, I wish you could be the attractive character for clickfunnels. I wish you could be the pitch person. She always LAUGHS and then like two months ago, I was like, wait, what if you really were? And like, what if we did something like this? We kind of put together a plan and idea and they were like, Brad and Kaylin were like, yes, we're willing to do that. I'm like, that's awesome. So it's gonna be good for everybody. They get royalty on all the sales that happen through this webinar funnel and through all future sales that come through it. So it's a huge win for them. It's a huge win for us. It gets a different angle, different attractive character, different person out there, and they can still focus on their business long term. They spent the time to develop this presentation and they'll get paid on it for the rest of their life. So it's kind of a. It's like a super cool win win. So anyway, for you guys, start thinking about that. Start thinking about, you know, obviously first phase, depending where you're at, is you need to double down on attractive character. It gets important even if you're like, you read some stupid business book or someone's like, if you embrace as the brand, you could never sell your company. Just realize that person is not creative or unique and they have no vision on how to actually change the world. So don't listen to them. Focus on attractive character. It's important. It's going to help people build connection with you and with your brand. Otherwise, they're going to be going feature based on features and they're going to leave you when someone comes out with a better mousetrap. So that's number one. Number two, then focus on helping people have as much success as humanly possible so you can transition to them becoming the attractive characters and then someday training those people on how they can actually give a presentation. One thing that was not strategic, but looking back now makes me seem like I'm a genius is we've taught how many hundred thousand people how to do my presentation, how to do a perfect webinar. So it's like, there's people we've developed that can do that. It's like, find your success stories and then help them, train them to be able to give a presentation, to sell your product service through their lens, through their view. And then third is start focusing on the success stories of your success stories. That's the third tier of this. And that's when you're focusing on the impact of your success stories. Right? And that's really the, I think the level where you have to get the attractive character to really have the impact you want, right? And obviously, like we said, someday if you did want to sell or step away from the business or whatever, it takes the pressure off of your shoulders. So anyway, I'm excited, I'm pumped. This is the first application of this concept and we're see how it goes today with Caitlin. She's going to crush it. She's amazing. She is one of the best presenters, one of the best salespeople I've ever seen and she's got such a good heart. Like, you guys have heard her story. She's changed 1.3 million women's lives. Like, who does that? Like, it's, it's insanely cool. And her husband Brandon's just amazing as well. Like, I've never seen somebody execute as consistently and as quickly and as, as perfectly as him. And it's fun watching those two as a, as a couple having so much success and they deserve every minute. If anyone's ever like, oh well, they got lucky. No, like they're insanely hard workers, insanely talented. They follow directions, they model, they're able to put their own angles on things, their own spins, they improve everything they touch. And they're just amazing human beings. So proud of them. And this is like this really cool, unique culmination of the last three and a half, four years of their story. To have them come back now and pitch and present the product that was the one that made them have all the success. So it's amazing. Anyway, hope you guys have an amazing day today. I cannot wait. Wish Caitlyn luck. By the time you guys hear this, it'll already have happened. But if you want to go and see the presentation, I'm sure we'll have a replay up@ladybossmovement.com Again, thanks for everything you guys and we'll talk to you soon. Bye. 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@expertssecrets.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.