State Control

Hey everyone, good morning. This is Russell Brunson and welcome to, you know where we are. We are here today with 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. All right everyone, I hope you guys are doing good. I'm on day number 2 of my routine and not going to lie, I'm feeling it. For some reason I couldn't fall asleep last night, probably because we turned on Bad Bachelor in Paradise, and that was just dumb. Like, as soon as that started, it was just like, there's 2 hours of my life I'm not gonna get back. It was actually less than that 'cause we fast forward through the commercials, but it was still way too much time. So finally it's about 11 o'clock, I pass out on the couch, wake up, I'm like, oh crap, I'm already an hour past bedtime. I gotta be up at 5. So jumped into bed and then for some reason couldn't sleep until 12:30, and then I finally fell asleep until Nora woke up at like 2. Anyway, tough night. 5 o'clock alarm goes off, but I jumped in the float tank and floated, which was really nice. Then I had my call with Tara, my energy session, which was amazing and cool and weird and I don't know, but it's good. So I really enjoyed it. And now here we are, we're driving to the office. And so I wanna tell you guys today, I don't know about you guys, but I love just the, there's like the art and the science of what we do, right? This whole marketing game. And so for me, there's like, here's the scientific funnel structures that we know work, right? And then within that framework, then we have the art. How do we get it to break people's patterns and cause emotion and get people to connect and bring them back to where they're at? It's interesting, one of the cool things that I figured out as I've been writing the new Expert Secrets book, it's just cool. If nothing else, writing a book is cool because it causes you to deep dive, immersion, also we've been talking about the last couple of weeks, but just all these cool things come out. One of the things we're talking about in the book is the whole epiphany bridge concept. I've shared that with you guys a bunch of times. If you missed that, go back to marketinginyourcar.com and search for one of the episodes on epiphany bridges. It's coming back to rewinding and trying not to sell people, but to get people to buy into what it is you're selling. That's the difference between selling and getting people to buy into what you're selling. I'm trying to get them to buy into something. I have to cause an emotion for them to be able to buy into that. For me, a lot of times it's going back and telling this backstory. You figure out like, you start this backstory. Backstory is important because it gets it— where you're at today is where your audience wants to be. That's why they're listening to you. Your backstory brings it back to a spot where you're starting in the same spot that they're at. That's the key. It's coming off of your pinnacle or whatever you want to call it, the mountain on high where people are looking at your success and coming back down the mountain and standing where they're at and saying, "Hey, let me tell you a story about where I was at the same spot." I wanted to get to the top of the mountain. That's where I'm at right now. Let me tell you how I got there. So you step down off the mountain and you share this backstory and you bring them through this process and then you're telling them about the epiphany you had, like whatever that process or the thing you learned or you read or you discovered or whatever. Somewhere you had this epiphany that caused you to move and that was kind of the process. There's a whole bunch of other podcasts about how the epiphany is getting people emotionally connected and things like that. Interesting things. So we talked about in the book, like, a lot of people tell stories and they just kind of tell the story, right? But if you want to become good at telling stories, you have to move away from just the telling of the story, right? Like the facts and the details, like, hey, I woke up this morning and I was really tired, so I blah blah blah blah blah, and I did that, you know, you kind of tell the story. A lot of people tell stories like that. And getting into the feeling side of it, like, if you read good books, You know, it's like when you read the book, the author doesn't just say, "Hey, I walked into the room and then I went to the bathroom and then I left," right? Like, the author walks in the room and he describes the room. Like, "I walked in the room and on the side I could see, you know, the paintings that were kind of dusty and they were off-center so you could tell that they hadn't been upkept. And the lights in here, one of them was kind of flickering and it gave this dim, like, shimmer on the room. And there was kind of this music you could hear quietly in the background, almost like elevator music but even more quiet." On top, I could smell this like musty, like cigar smell that reminded me of my grandpa and reminded me back in the days when he used to bounce me on his knees and blah, blah, blah, right? And so it's like I'm describing the scene to you, is number 1. Then number 2, it starts bringing you into the emotional things like how do you feel like, so as I walked through that door, like my hands started to sweat. And as I did that, my mouth started getting dry and I had this like weird feeling where I couldn't even swallow. I tried to swallow but it kind of got stuck on the swallow. And then that thing that was stuck in my throat throat started to swell and I felt like I was almost gonna choke on it because like I couldn't quite get it through. So I had to kind of cough to get that pressure off my thing. And all I could think about was how thirsty I was. I needed some water quick. I looked over to the bartender and I saw blah blah blah, right? So that story now starts bringing you into the actual feeling. So he starts describing how you feel and the emotions and the senses and you start kind of describing those things, right? And in the book and in the event we did last week or 2 weeks ago, whenever that was, we talked a lot about when you're telling stories, like how to tell them and how to get deep into the emotional side and painting the picture. And I was thinking about it as I was writing this section of the book and I was like, why is that so important? And all of a sudden it hit me, I was like, oh, like a ton of bricks, right? So if your job is to tell this epiphany story, right, this epiphany bridge, and you're trying to give somebody the same epiphany that you had, right? Obviously you tell them the story and you hope that the moral of the story is the same thing they get, right? They get the same like, wow, I should have a funnel or whatever that, you know, wow, I should I should definitely change my career. Wow, I should do this way to lose weight. Whatever that epiphany they have is. For them to get the same epiphany you had, you have to try to get them in the same state that you were in when you had that epiphany. That's the key. That's the big aha I had this week. It's all about state control. I should do a whole course on this. It's so cool when you start understanding it. I learned it originally from Tony Robbins, like how to get into state instantly. If you search Tony Robbins and search the Triad. It's a concept he talks about where it's basically there's 3 things you need to do to get into state anytime. It's like your physiology, what your body's doing, and then there's— there's a— there's my pop quiz if I remember them— physiology, focus, and meaning. So what you're focusing on, then the meaning you're attaching to things, right? And like you can instantly get any state as soon as you understand like the pieces that go into state control. Like you can instantly get to a state. So it's like, I want to be happy state, boom, you can do it by changing your physiology, changing what you're thinking about, changing your focus, like boom boom boom, really quickly you can get into happy state or depressed state or, you know, like State control is like the key when you understand it. And so when you understand it for yourself and like how you can, not manipulate, but how you can control it and use it at certain times, the same thing's happening when you're telling your stories. Like you were in a certain state when you had that epiphany. And so because of that, you had this, because of that, like the change happened, right? Have you ever had a friend who like tells you a story and they're like, the most amazing thing happened ever, it changed my whole life. And they tell you the thing like, this was the thing. And you're like, that's it? Like, dude, that's not that big a deal. They're like, no, but like, you don't understand, 'When I heard it, it changed everything.' You're like, 'Yeah, dude, it's not that—' But the reason why it's not a big deal to you is because you're in a different state when you heard it. So in the state that you're in, it's not that impressionable upon you. You're like, 'Oh yeah, whatever.' You just kind of— it doesn't— the power behind the epiphany that they had when they shared with you, because you're in a different state, you miss it. There's no emotion to it, right? And so for our, when our stories, when we go back and tell our stories, we're telling epiphany bridge, the goal of the story is to get them into the same state that you were in. Because if they're in the same state you're in, you control that state and get into that same state, then they're more likely to have the epiphany you're trying to get them to make. Does that make sense? So I haven't verbally really talked about this. I'm kind of thinking through it live on this podcast just to kind of help you guys think through it. But that's the key. That's why it's good to start understanding the principles of good storytelling and understanding how to describe the scene that you were in and then describe the feelings that you felt and the emotions. Because you describe those things, even though that person's not there, you start telling the story. Like I told you guys that story of the room that I walked into, right? And that was all make-believe off the top of my head. But I'm guessing that you guys had a vision of like, oh, you felt like you were in that spot. And I talked about how I felt when I walked in. You know, my nervous system, the lump in my throat, and how thirsty I was. Like, for a minute you guys were taken to that spot. Like, you have to be as I describe it. And so for you, as you're trying to tell your stories and give people an epiphany, think about that. Like, it's not just you have to tell them the story to give them the same epiphany. It's you have to get them in the same state that you were in, and you do that through how you tell the story, through breaking down the the environment, the emotions, and all those kind of things. Because when you have those two things in your storytelling process, and if you do it correctly, you'll get that person closer and closer and closer to the state that you were in when you had the epiphany. When you share that piece of the story, they're much more likely to have the same epiphany you had. And so that's it, you guys. It's all about state control. Oh, so exciting! So I would recommend— here's your homework assignment— is Google Tony Robbins state The triad, whatever, I don't even know. Search Google, YouTube, find some videos of Tony teaching about that because you'll understand like how to do state control for yourself, like how to control the state you're going into, which is powerful. But then second off, you start understanding like as I'm telling my stories, these are the things that I've got to control in the story. I got to control their physiology. So how do I do that? I explain my physiology. I'm going to control their focus. I got to control the meaning. I control all these different things. How do I do that? By sharing by sharing what I was thinking, by sharing my meanings I was attaching, by sharing all those kind of things. So state control, ah, I'm excited, I wanna write a whole book on that now. Just kidding, no time for that. No more books, I swore I'd never write a book again after this one, but it would be a cool topic. Maybe we'll do a training deeper on it, but state control is pretty exciting. So there you go, you guys, hope that kind of helps as you are doing your stories, writing your webinars, crafting your pitches, connecting with people. Think a little bit more about state control. Alright, that's all I got. See you guys later, have an amazing day. Oh wait, you guys want one more last value bomb? We learned something cool today, or yesterday actually. So ClickBank makes us, when we have like a button, you have to have a text version of the button underneath it. So say button says, click here to order now. And underneath that you have like a blue underline thing like click here to order now. Looks ugly and that was annoying, but ClickBank's one of the rules, you had to have that. So we had to do it on this thing, right? So for the free water straw funnel we launched last Thursday, John threw on some heat mapping software, which he always does on the pages, it's kind of interesting. So threw it on there to see what's happening, and what's interesting is like, if you look at the page where people are clicking, we've got like the video, call to action button, copy, call to action, copy, call to action, you know. Anyway, the last button, the thing that had the majority of the clicks on the page was like on page 3 or page 4 in this funnel, and it was the blue underlined link underneath the button. Crazy, crazy! So guess what I'm doing right now? I'm going back to every button on every one of my pages, I'm making a blue underlined link underneath it, because it'll increase your click-through rate. All my emails going out will no longer ever have just a button, they will have a button with a blue underlined text link underneath it, so there you go guys, there's a little value bomb for you today. Alright, that's what I got. Peace, you guys. Have an amazing day. Talk soon. Hey everyone, this is Russell Brunson again. I want to thank you for listening to Marketing Your Car, and I want to make sure that you're plugging into everything that we're doing on a daily basis. And so make sure that every morning you're plugging into the Marketing Your Car training. If you go to marketingyourcar.com, you can join the email list and make sure you get email notifications when new episodes come out. You can also get links to all the transcripts of every single show we've done in the past. But then every night, well, not every night, but most every night, I also do a Periscope show called the Marketing Quickie Show. It's really fun. You can go to Periscope and search my name, Russell Brunson, and subscribe. Every single night, you'll get a notification. It'll chirp on your phone and you'll have me jump on there and give you the end of the day thoughts and ideas and marketing strategies we've been playing with during the day. Or maybe even and, say and/or, you should go to marketingquickieshow.com and over there you can subscribe. You can see past episodes. Episodes, you can read the transcripts, you can have a bunch of fun. So thanks so much for being faithful listeners. Again, register at marketinginyourcar.com and also marketingquickieshow.com.