Inbound: Before Your First Sales Funnel

Hey everyone, this is Russell Brunson and I want to welcome you to Marketing in Your Car. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now here's your host, Russell Brunson. Hey everyone, I hope you've been having an amazing time. We've been pumping out a lot of content and having fun with it. I hope you guys have been enjoying it. If you haven't seen it, you're like, what are you talking about, Russell? All I know about is your podcast. Go to blog.dotcomsecrets.com and you'll start seeing all this stuff. We've got Periscopes happening during the days. We have Marketing in Your Car in the morning. We got cool blog posts. We got a whole bunch of value we're giving out to the world because we wanna change your life, your company, your business, and help you touch more people. So that's kind of our game plan and we're having fun doing it. And today, I wanna talk about Russell, why are you doing all this content? What is the point? What's the purpose? Why in the world are you doing this? And I had a conversation with one of my friends last night. Over wrestling in the wrestling room. For those who don't know, I just built my own wrestling room at my house. So he was over wrestling, we were having a good time, and we were talking about stuff for a long time afterwards, and he runs an Amazon business, and he just got the Amazon slap. And I was kinda joking about the slaps that I've gone through since I got started 12 years ago. Like the initial Google slap that crumbled almost everyone I knew, then you got like 18 different SEO Google slaps, Facebook slaps, merchant account slaps. I've been through quite a few slaps in my day, and so now, they happen, I'm just like, eh, alright, what's the next thing? And so this year, like, we were killing it with Facebook stuff, and then boom, we got a Facebook slap. And we're still doing well with Facebook, but it's like, it's not like it was pre-January. So it's just kind of those things that most people that happens, they freak out and they run away, 'cause it's like the whole world's coming to an end, right? But for me, it's 'cause I've been on the cycle enough times, it's kind of like sitting in the ocean, the waves go up and down and up and down, and there's the ups and the downs, and you just gotta kind of ride the wave and not give up, and look, keep your eyes open for like, what's the next trend, what's the next thing that's happening? Where do we need to be focusing our time and energy and all that kind of stuff? I really think, and I've kind of mentioned this before, but I think that the future of marketing online is, and I hate saying this because my friend Justin Brooks has been telling me this for years and I keep telling him, I just keep teasing him, but unfortunately he is right. I look at what the advertising platforms want, right? That's what we look at, 'cause we wanna be leveraging their audiences, and we look at what they want. Now what we want is we wanna drive people to registration pages and opt-in pages and things like that, right? Like that's our goal. Their goal is not to allow us to do that. Their goal is to deliver an amazing experience to their audience. They want us paying to show their people amazing content, which is funny. Like anyway, it's just kinda funny. So right now with Facebook we've seen that, we've seen it with other networks like Google, and you see like the kind of the more native of advertising networks nowadays, which are all like, you're driving to content, to articles and things like that. And I believe that within a year from now, not everywhere, but for most places, it'll be very, very difficult to drive directly to a registration page. I don't think that's gonna be the model anymore. I think what the model will be is we have to find our voice. This comes back to everything I talked about in the DotCom Secrets book, right? Creating your attractive character, figuring out your voice, learning how to communicate with your audience, and putting those messages out there. And finding kind of your style. And then becoming a prolific content writer. Or if you're not a writer, it could be videos, it could be Periscope, it could be audio, it could be podcast, it could be whatever you want. And I don't think that most people should do like 50 different platforms. I'm just doing a lot 'cause I got a big team so I'm able to do more than most people. But for most of you guys, like you should pick a platform. Say I'm a video guy, I'm an audio guy, whatever you are, pick that thing and start producing consistent, amazing content. And then use that content as a tool to wrap people back to your core offers, to push people to your registration pages, push people to your, opt-in forms, your applications, whatever it may be because that's what they will allow you to buy ads. I believe that, my guess, within a year from now, it'll be next to impossible to get anything approved in Google unless it's you promoting a blog post. That's it. I think that's the future. And so knowing that now, man, like why in the world would I wait until that happens? Like now is the time to jump on that. And so That's why we're doing it. My goal on my side is I'm trying to do 3 blog posts a week, I'm trying to do 3 podcasts, and then a Periscope 5 days a week. It's giving me the ability to create stuff and touch people in different ways. The cool thing is not only am I just doing that to put it out there, I'm adding content to the blog, which is one thing, but now I've got the ability to take that content and promote it out to a lot of places. If you look at the way we've structured our blog, when I do my blog post, I have these really cool sketches similar to the sketches that were inside the DotCom Secrets book. Now I can leverage these sketches on Facebook, I can put them on Instagram, Twitter, Twitter, all these things like that where now I'm finding each of the platforms, like how they want to accept content, and then I'm using the content I'm putting out there in that way, if that makes sense. I read about kind of this concept a little bit in Gary Vaynerchuk's book. I think it's called Punch, Punch, Jab, or Jab, Jab, Punch, or I don't know, something like that. But he talked about looking at what does Facebook want? What does Instagram want? What are all these different networks want? You gotta figure out what they want, and then you gotta tweak your content to match match them, and then put it out there. And then when the content is in that native platform, you're able to promote it and drive traffic and all those kind of things, and you get people to then raise their hand and click and listen and participate, and then eventually come and push them to what you really want them to do, right? And so for me, I'm looking at, I think the future is I will never be able to promote a webinar registration page, but I will promote amazing content which will drive people to opt in, and then my entire opt-in sequence will be push people to the webinar registration. Like, in my mind, That's the future, that's where everything is going. And so now, not tomorrow, not 6 months from now, now is the time to start that path. And we have started it, we're moving forward, and that's where our focus, our energy, and our money, and our time is going into. So it's interesting, it's the, if you look at like, you know, and if you listen to some of the past podcasts, I talk about funnel stacking, you know, like you look at my business, I've got my book funnel, which then leads to my webinar funnel, which leads to my high ticket funnel, right? I'm stacking multiple funnels together. But I look at this content thing as like, like a pre-funnel. In fact, I have this little diagram, I'll probably write a blog post on this soon, but it looks like I have my little value ladder, but then it drops one step down from the value ladder, and it's like one rung lower than where most people normally start, and that's the content side. It's putting those things out there to then get people in, and then start sending them up through your value ladder. So it's kinda cool. A good case study of it is yesterday I did a Periscope during the middle of the day, and did this little Periscope, talking about the new coaching application funnel I just built out and kind of excited it was done and how we're giving away $25,000 to somebody for building out their breakeven funnel. I kind of just talked about that and I clicked, you know, Periscope, I clicked a button. And again, I've never promoted Periscope. I don't even know how people find out about my thing. I think it's Twitter-based but I'm not positive. Yeah, probably. So anyway, so I had 100 people show up on my Periscope which was awesome and then And then I started talking and I just showed the application on my phone. Next thing we knew, we got about 10 applications almost instantly, which for me, we average about between $1,300 and $1,400 per application. So I mean, I just made $13,000 by me doing a really quick Periscope post. But then I took that video and we then put it on Facebook and then started promoting it. And then this morning we got another, I don't know, 10, 15, 20 applications from that. And it was me promoting a Periscope. You know what I mean? Which then led back to my other offering. So it was kind of interesting. I think, and again, that's where we're going. So create cool content. Inside the content, you push people back to the front of your value ladders, to the, whatever you wanna call them, the welcome gates, entry gates, the step 1 into entering your world. And that's kind of how it works. So anyway, that's what I'm doing. That's what I think you guys should be doing. And hopefully that will help give you guys a glimpse into what I believe the future is and where we're putting our time and our energy and our money and our effort because I've been doing this roller coaster ride for a long time and I think that's where the shift will be for the next 2 or 3 years and so I wanna be there first and I want you guys to be in there first as well. So that's what I got. Hope you guys had an amazing time. By the way, if you would like to be one of our, if you'd like to have a chance to win the $25,000 with our funnel build-out contest, go to dotcomsecretsignite, D-O-T-C-O-M-S-E-C-R-I-G-N-I-T-E, R-U-T-S-I-G-N-I-T-E.com. You'll see a video of me talking about a break-even funnel. I'll be talking about how we're gonna be doing a 10-week program helping build a funnel, and the winner is gonna win a $25,000 cash prize. It's gonna be awesome. So, that's it. Check it out, and I will talk to you guys all again tomorrow.