The Attention Trick I Learned In Amsterdam

Good morning everybody and welcome 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 guys and gals and all my friends out there. It's been a little while since we hung out and I apologize, but I've been traveling like crazy and finally getting to a spot where I can report back and hang out. But if you watch my Snapchats, then you've been seeing all the crazy This has been happening. So last week, it's kind of last minute spur of the moment, we decided to go to Kenya with World Teachers Aid. And it's usually a 10-day trip, but I have an event starting tomorrow, therefore I cannot go for 10 days. So we thought, well, the trip's broken down into 2 parts. First part you go and you see the kids in the villages and you help build the schools and that kind of stuff. And the second half's a safari. So we decided we won't go to safari, we'll just focus on the first half. So that's kind of what we did, which was really cool. And so that was where we've been. We weren't supposed to go. Dylan, one of the ClickFunnels co-founders, was supposed to go, but then he was working on the new editor and just kinda ran out of time and didn't get his shots and stuff, so we headed in and last minute kinda went there. So we've been doing that, and so on the way there we decided, hey, we have a couple days at the beginning that we do have some free time, so we actually flew to Amsterdam for 2 days and hung out there, which was cool. I've never been to Amsterdam before, but it's awesome. It's like super quiet. I was walking around the downtown and there's no cars anywhere. Mostly everyone's on bikes. I was telling Kyla, listen, do you notice how quiet it is here? It was just crazy quiet and it was really neat though. We loved it, had a great time. Did a boat tour through all the canals and saw the Anne Frank House and a bunch of other cool things. That was awesome. Went to Kenya and had a chance to hang out with these little kids and it was just like last time 4 years ago we went. It was a very emotional, powerful experience to see these kids and the transformations. You know, one of the cool things is that the village that we spent all of our time in 4 years ago, we had a chance to go back there and see kind of the progress and how things had evolved. And there's this little girl that we've been kind of helping, her name is Jane. And when we saw her 4 years ago, you know, she's a little, you know, I think she was 13 or 14 years old. And we sponsored, we've been sponsoring her and helping her get through high school and stuff. And just amazing to see her progress. And, you know, my wife and I really connected before. So my wife was bawling her eyes out seeing her, you know, and it was just, it was a really neat experience. And then after that, went to a new village that It was like the most beautiful place. It's the cliff that like, or this like big huge, it was up on the mountain looking over like this huge valley and it was beautiful. But the kids didn't have school yet, so they had just, were almost finished with the school and it was amazing and just such a cool experience. So one thing that you may or may not know as a ClickFunnels member is that every time you build a funnel and it goes live, a dollar goes towards World Teach Aid and we're always working on that, trying to help support those guys and build more schools and support more children and it's just amazing to see the transformation from 4 years ago till this week, which was really cool. Cool. And then we jumped in a plane to head home so we could hurry get home. We're supposed to get home Monday because Aiden's birthday, my little 5 and now 6-year-old, his birthday's on Monday. So we had everything booked and travel so we could fly and get home in time for his birthday. We're supposed to get in Boys Lake at 3 o'clock in the afternoon so we were gonna take him out to dinner and then the next day take him to the water park. So that was the plan. Unfortunately, plans don't always go like they're supposed to. So we get into Kenya and they're like, oh, the dude who was supposed to be flying this plane is late. So we're 4 hours late leaving from Kenya, which was horrible 'cause our layover in Amsterdam was 2 hours. So we finally leave Kenya, we fly to Amsterdam, get to Amsterdam, our plane's already gone so they rebook us on one that's like 7 hours later. So we're waiting forever, finally we get on that one and we fly from Amsterdam to, where are we going to? Oh, Minneapolis. So we get to Minneapolis and so we basically, we miss Monday which was kind of sad because we missed his birthday but we'll still be there like at 2 in the morning and we'll go take him to the water park on Tuesday, it'll be awesome. So we're sitting there and then the flight of course in Minneapolis It's delayed, 3 hours, then 5 hours. We're sitting there waiting, waiting, and finally we're about to board and they say, "Oh, by the way, all the pilots have been flying too long, therefore they cannot fly, therefore this flight's been canceled. Oh, and by the way, there's no flights out tomorrow, so you gotta wait till Wednesday to leave." I was like, are you freaking kidding me? I need to get home to my kid's birthday, ah! And we were just missing our kids like crazy. It was kind of like Home Alone, I felt like. Like the mom, I raced to get home to Kevin, and every little thing possible hiccup that could happen was happening. So anyway, so I'm sitting there, it's like 10:30, 10:30 or 11 o'clock at night and I messaged Melanie, my assistant, I was like, alright, all the flights tomorrow apparently are booked, we need to figure out how to get home and I need a hotel. Oh, the other thing is it said all the flights are canceled plus there's no flights tomorrow and there's no hotels available. I'm like, are you kidding me? So Melanie went on and was able to find a flight that didn't leave till the next day like 5 which got us home at 9, like 9:40 at night on Tuesday. So we missed our water park day and then she booked us a hotel so we jumped in an Uber, headed to the hotel, slept, hung out all day and I got a bunch of work done towards the event which is starting tomorrow. Then we get on our plane, finally, we leave Minneapolis, we fly to Denver, and then we're like, last leg, get home by 9:30. We get on our plane to get to Denver and guess what happened? Yes, you are right, lightning storm, therefore our flight was delayed again. Anyway, we ended up getting home about 10:30 tonight, finally, and I think it was 56 total hours that we were in airports. So that was horrible. We missed the little man's birthday, but today, this morning, we went and celebrated his birthday, got some cool stuff, and now I gotta head to the office because we have an event tomorrow and I got a lot a lot of work to do before that. So that's kind of what's happening over here. So anyway, there's the catch-up of where we've been and now we can start moving forward again and keep hanging out. So the event tomorrow, I'm excited. It's all of our Inner Circle members and then our old Ignite program. This is the last Ignite event ever and so we got a bunch of those guys coming as well. I think we got about 100 people coming or so. And it went from kind of a concept to, you know, after spending 56 hours in an airport and geeking out and going through as much marketing stuff as I can consume during that time. It's gonna be an amazing event. I am crazy excited. I hand-sketched out, I think another 40 new sketches similar to the DotCom Secrets book, all with new concepts. I'm hoping and praying that Vlad, my designer, can get them all looking good today so we can get handouts printed for tomorrow. Oh, it's all running together. I don't know if we'll make it all, but anyway, worst case scenario, I'll just resketch them live on a whiteboard for everybody. The event's gonna be awesome and it's actually focusing on the new book Expert Secrets and I'm excited for Expert Secrets. I spent, we spent about 6 months writing it and when I was in Bear Lake last month, I basically deleted the whole book and started over from scratch and the new direction that this is going, I'm really, really proud of and it's what this whole event is based on. So I'm kind of teaching it out loud so I can make sure that all the pieces make logical sense in my mind before we turn it into a book, which is similar to how I did the DotCom Secrets book. We rewrote it like 3 times and I did a live event for 3 days and then that helped me to like organize the thoughts in a better way And like when I was teaching on stage, I'm like, ah, that was good but that one didn't make sense. I need to tweak this. Anyway, it was really cool. So kind of did the same process with this one. So if you want to write a book, that's the secret. Throw an event. It forces you to get everything done in time and then it lets you teach it out loud. I don't know about you, when I teach out loud, like, I just get different ideas and thoughts and I figure out what makes sense and what's slow and boring, what's exciting and what pieces people get, what pieces they don't. So anyway, that's what's happening. Hopefully this book will be done before the end of the year 'cause I'm really excited. Excited for, it's gonna be amazing. Alright, with that said, I gotta drop some value for you guys before I get to the office. So, when we were in Amsterdam, the second day, my wife and I were walking around downtown, we're walking and all of a sudden we get to this like, I think it was the parliament or some big huge building, we're like, wow, that building's amazing, and also you hear, ahem, ahem, ahem, like this coughing. We look over and there's this guy with a nice shirt on and a microphone and he's coughing. And he keeps coughing, ahem, ahem, louder and louder, it gets louder and louder, he keeps doing it and all these people kinda start coming close, I'm like, what's happening? And he had a unicycle on the ground, a bunch of boxes, a bunch of things, It's flame that was there. And so we kind of like get close to him and he keeps coughing, coughing for like 5 minutes. We're like, this is weird. We're about to leave and all of a sudden he stops. He said, everyone, I'm okay. He's like, I'm just trying to get all your guys' attention. And then he said something that I thought was really, really cool. He said, he said, oh, how did he say? He said something like, a show, what did he say? A show without attention is just an accident. I might have screwed that up, but it was basically that. And I thought, that's kind of powerful. How many times do we do something, but no one's paying attention, therefore it's just like an accident, didn't even happen, right? And so in our business, are we getting attention first? You get attention first to get people to pay attention, right? So that was the first thing. So I'm watching him as he does that, gets attention, then he's like, okay, I'm gonna start the show, and then he goes and he draws this big huge chalk square around him, pretty big square. And so all these people are out further from the square, and he's like, okay everyone, come up to the square, this is the edge, come, and he gets everyone to kind of come towards him closer. So he's getting everybody to move towards him, him, so first he gets attention, second he gets people to move their physical bodies towards him so they're closer and everyone gets kinda close. And then I started watching it and I was watching what he was doing, right? And the show ended up being about 45 minutes long. And when all's said and done, if you look at this, all his show was was he juggled fire for 30 seconds. Like that was it, but it was 45 minutes of buildup and excitement and building rapport. So he did all sorts of things to build rapport. First he got everyone to pull in close. He started, like, and at first you could tell the crowd was cold, like what's this guy doing, what's happening? So he's gotta like, he could've just got on his unicycle, started juggling fire, and like it would've been over in like a minute, but if he did that, he would've missed, like the whole presentation is what made this thing work, right? So he gets everyone together and he starts talking and starts telling jokes and starts making fun of people in the audience to get them to laugh. He starts getting everybody like talking about fire to like breathe together, which breathing is one of the fastest ways to build rapport, so if you can match their breathing patterns, so he's getting everyone to breathe, pretend like they're blowing fire, so like everyone breathing the same thing, which instantly builds rapport among everybody, right? So he's getting everyone to build rapport, doing all sorts of just really smart things to build rapport with his audience. From making fun of people, making fun of himself, making fun of like, and just getting people laughing, like all these things to try to get rapport within this group, right? So then, he starts, you know, he's telling jokes and everything, and then he's trying to like train the audience on what he needs them to do, right? So he gets on the unicycle, and he's got basically juggling things, he gets people throwing junk, throwing things to him, he's training the audience on what he wants them to do and how to react, right? It's like, okay, when you throw this, he had Colette actually take one of these juggling batons, had her throw to him, so like, okay, now when she throws it to me, everyone cheer like crazy. So he's training the audience on how he wants them to respond. Probably another good 10, 15 minutes, right? He's doing this whole thing, training his audience on how he needs them, how he wants and needs them to respond. He goes through the whole thing, he sets up this fire thing, he gets built up in anticipation, and now we're probably 30, 35 minutes into it, And then he says, "Okay, this is what's gonna happen, you guys." And then he explains, "In a minute, I'm gonna get on my unicycle and we're gonna light fire and we're gonna juggle this fire." It's like, okay, this is what we've been building up towards, we're so excited. Then before he does it, he said, "Look, now, what's gonna happen," and this is where he starts asking for money. He says, and first he does his price justification. He said, "Look, I'm a street performer, this is how I make my living." He said, "If you were to go to the bar right now and you were to go buy a beer or whatever," he's like, "It's gonna be about $5." £5 or whatever, right? So he's like, and that's gonna take you maybe a minute to drink, minute and a half if you're taking your time. He's like, I've been performing for you for almost 45 minutes so far. And he's like, and I would assume that this is worth at least the same as just a quick beer in actual entertainment value. So he's like, so the minimum donation accepted is £5, the maximum is whatever, £100, right? And so he starts going through, he does his price justification, then he keeps explained to the audience how to buy, which is, oh, it was so good, I wish I could record this whole thing. So he's teaching them how to buy, how to buy, how to buy, right? And so, like when this is done, so he's coaching them, when this is done, I'm gonna juggle my things, fire's gonna go, you know, juggling fire, everyone's gonna go crazy, I'm gonna put my hat out and everyone's gonna come rush to me and give me a minimum of 5 pounds up to 35 or whatever it is, right? And explains and coaches and shows them how to pay him, what, you know, he's been coaching them this whole time on the responses he wants, now he's coaching them on how to pay him at the end. Which is just brilliant, brilliant. Then he finally does the thing, gets on the unicycle, juggles fire. The whole show is maybe like a minute long. Boom, gets down. Everyone cheers and then people start flooding him in droves, bringing him money. Everyone's throwing $5 in. Again, he coaches. Then some people start walking away. He's like, "Oh, what are you gonna be, a freebie seeker?" He starts calling out the people who just basically came and witnessed it and then ran away. He calls those people out so they feel kind of dumb. Everyone else says, you know, like, oh, I don't wanna be called out, like, I can't leave this 'cause this guy just performed for me the last 45 minutes, and they felt this obligation to pay him. And initially, I probably would've given him maybe like 1 pound or whatever that is. I think it's pounds there, anyway. But because I felt obligated, like 5, I was like, ah, okay, I gotta do 5. So like, we came, we gave 5, we gave 5, and I looked at this process, when all said and done, he probably made, I don't know, a couple thousand pounds. Like, it was impressive. Everyone would just displace and he started packing up his stuff and then he took off. And, and it was just cool. There's so many cool marketing lessons. One was getting attention. Number 2 is building rapport. Number 3 was training your audience on what you want and need them to do. Number 5 was price justification. Number 6 was the actual show. Number 7 was a call to action to get people to come back in and pay. Number 8 would probably be calling out those who didn't take action, and then number 9 was wrapping up the show. So, anyway, so many cool marketing lessons in one. I'm totally geeking out watching this guy. My wife's like, this guy's annoying. I'm like, dude, he's kept everyone's attention here for 45 minutes to do a 30-second to 1-minute long show, and at the end of it he made a ton of money. And like I said, he could've just got up there, juggled fire, and he would've made like $50, but instead he went through the whole thing and made $500 or $600. Pretty impressive, anyway, hope that gives you guys some value, some things you can think about with what you're doing. You know, one of the biggest questions people have is like, I can't get people to show up to my webinar. It's like, what are you doing? Like, this guy spent 45 minutes for a minute-long trick, like what are you doing to get people excited and fired up? What kind of videos are you doing? Like, what kind of, like the more, like you've got to get, you gotta be exciting, you gotta create attention, you gotta create desire to get people to do what you want them to do, and you know, that's how you get people to show up on webinars, doing all those kind of things. Alright, so that said, I'm at the office. Get some work done real quick. Appreciate you all. Have an amazing day. Hey everyone, this is Russell Brunson again. I wanna thank you for listening to Marketing Your Car, and I wanna 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. And 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. And it's really fun. You can go to Periscope and search my name Russell Brunson and subscribe. And every single night you'll get a notification. It'll kind of chirp on your phone and you'll have me jump on there and give you kind of 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, you can read the transcripts, you can have a bunch of fun. So thanks so much for being faithful listeners. 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