The Epiphany Bridge

Hey everyone, this is Russell Brunson and welcome to an inner circle version of 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, ladies, gentlemen, friends, and foes, anyone who's listening to me right now, hopefully there's no foes. I guarantee there's people who hate me that are listening though, so for those of you guys who are out there hating me and listening to me, thank you Thank you anyway for subscribing. I appreciate you just as much as the people who love me. Anyway, with that said, we're heading to another week long of Inner Circle meetings. So I'm excited. Those who are in the Inner Circle, we basically capped out the group at 100. So if you didn't make it in, then that was your fault. I've been talking about it for like 3 years. So it is capped out and sold out. We basically broke it down into 4 groups of 25. So group, the first group and the second group are happening Monday, Tuesday, then Wednesday, Thursday. And next month we have the next 2 groups. So if you're interested in being in it, in the future, the only way you can get in is if someone else drops out. So those people who hate money will be the ones who drop out. Those who love money and like to get more money will continue to stay in for forever. So that's kinda how it works. So just cross your fingers and hope somebody hates money and then you have a chance actually getting in. And the way to get in at that time is go to RussellBrunson.com and apply. We'll put you on the waiting list for if and when that ever opens up again. So that is the pitch for something that's already sold out. So there you go. Now for those of you guys who just wanna hang out and talk to me while I'm driving, I've got an idea for you guys today. I'm gonna share this in the meeting, but I thought it was really important, and it's kind of been one of the big epiphanies I've had over the last probably 2 weeks or so as I've been thinking through things and looking at stuff that works and why it works. I'm a big believer in like, a lot of times we do stuff unconsciously, like we're unconsciously competent, we do cool things, we don't know why they work. So I like going back and like looking like, why did that work? 'Cause if it worked for some reason, if I understand why that worked, maybe I can use it in other places, or I can more effectively craft it and engineer it so it'll do better. And so that's kind of my thoughts. So the thing that I've been thinking about a lot, and I'm not gonna call it copywriting 'cause it's not that, but it's related to copywriting. It's like the copywriting sister or something. It's like the way better looking sister too, so it's important. But I spoke last week or two weeks ago at a network marketing event, and I didn't have any notes prepared. I didn't know what I was gonna speak about. I was gonna get up in front of about 100 people, I think about 100 people or so from the Pruvit community and just talk about whatever I thought was important. And I was thinking about network marketing. I was literally, they were announcing me, I was like, I don't know what I'm gonna talk about. What should I talk about? I was like praying for some inspiration. And all of a sudden what popped in my head was this concept of a bridge, right? And we've talked about bridge pages before and other things, but I started thinking about this concept of a bridge. I was thinking about how like most people, and I'm gonna talk about network marketing, but I don't want that to turn off the non-network marketers, 'cause this is true for every business. But network marketing especially. And so most of us, we get into a business, whatever business, whatever we're selling, whatever the thing we're in, we got in there, right? We didn't just immediately jump in, right? What happened is that something happened in our life and somewhere along the line we had this epiphany where we're like, wow, I need this thing, right? This product, this service. Or the reason why you created whatever product or service you sold is you had this epiphany, right? So I want you to kind of, that word epiphany, put that in your pocket. We're gonna come back to that here in a minute. You had this epiphany and then because of that you got into whatever it is that you're selling today. Whatever business it is, there was some epiphany that happened to you that got you to this thing, right? Then you got into this thing and you became obsessed with it. You started studying it and learning about it. You learned all the jargon and the keywords and all these kind of things that kind of came from that. You became very educated, right? Now you know all these things about this topic. Now you go and try to sell to other people and you're using all of these terms and this rationale that you've learned logically. The stuff that that logically you learned about the product or service, right? But you forget that like typically you didn't come into whatever it is you're selling logically. You came into it emotionally, right? You had this emotional epiphany that got you into that thing. But then you learned all this logic because you get excited about the topic and then you go try to sell people logically later. And therein lies the issue. One of my friends, her name's Kim Klavier, she is an old-time network marketer like, man, 12, 15 years, however long ago, I read one of her books called My Product's So Great, How Come Nobody's Buying It? Which is a great title. And in that she talked about this concept of what marketers do. And she was talking about network marketers, but this concept called technobabble, where they come in and they start spewing all these terms, these phrases, and all these things down someone's throat that they learned. And it totally turns people off, but that's like what we do, 'cause we're so proud of like, you know, like, oh, we're the number one, blah, blah, blah, blah, blah, we got the industry leading, blah, blah, blah. Groundbreaking, and all this crap that we spew out, all the logical stuff that we learned that strengthened our belief in the product is what we start spewing out at people. And the problem is that they're not, they never had that initial epiphany, therefore all this logic you're spewing on them just offends them, totally offends them. It's annoying, it's frustrating, it's like, dude, quit freaking trying to pitch me on this crap. Right? And so what I was thinking about as I was walking up on stage after they introduced me was just this concept of our goal as marketers is we have we have to give our audience the same epiphany that we had. 'Cause that's what sells somebody is the epiphany. Right, so if I just tell someone, hey, I woke up, like let's say for me it was ketosis, right? Like I didn't just want, I just tell people, hey, you need to get your body in a state of ketosis 'cause oh, you lose weight, all these things, and they're like, what are you talking about? And you know what those words mean, right? And so if I come back and I say, hey, what was the epiphany that helped me understand ketosis? And so for me, I had a friend one time who was in ketosis. I was totally making fun of him at dinner one time 'cause he was eating chicken and broccoli and not having any dessert. Moron. And he started, he explained ketosis to me kind of like a campfire. So those of you guys who are in the Pruvit company, if you've ever seen the campfire explainer video, that's where I came with that video. That was, that was the concept of that video, that's what bridged this epiphany gap for me. And that is why I am a believer in the product and the service so much. Because I had that epiphany of like, oh, this is why it works. And so when I made that explainer video, all I did is I tried to take people from where I was at and give them the same epiphany I had. And that's the bridge I created. To get them over here into my company. Right? So stepping back now is that for us as marketers, we have to cut out all the techno jumble mumble crap that we're so used to saying to try to sell people stuff, 'cause that's not what sells them. What sells them is the original epiphany that you had that got you to sell whatever it is you're selling. So you have to remember what that epiphany was, and then the story that gives them the same epiphany you had is the key. So it's not you telling them your epiphany, 'cause that doesn't help. It's you telling them a story story that gives them the same epiphany that you had. Because when they have that epiphany, that's the key. Then, then the selling isn't hard, it's easy. And so I want you guys thinking about that. Like, take a step back in time to wherever it is that you were when you had the epiphany that got you into whatever business, whatever product you're selling, and think about that and figure out what that story was. And figure out how to tell a story. It could be through video, it could be through a sales letter, it could be through a webinar, it could be however. But you're going to share how you had that epiphany. And when they understand how you had that epiphany— or excuse me, when they have that same epiphany, then they're in. Then you can support it with all the logic and all the techno mumble-jumble that you guys are so proud of. But don't lead with that because that will turn them all away. Whereas if you lead with the epiphany and they have that epiphany, then they will come seeking the logical explanations to strengthen that for them. That's the secret. That's the key.

Anyway, I'm excited.

I hope that helps you guys. And if you look at how I craft that story, by the way, I had an epiphany 2 weeks ago and I was trying to give you that same epiphany. So did it work? I could have told you, hey guys, the key is you need to have an epiphany, then you tell a bridge story to connect that epiphany. If I'd have told you that, some of you guys would be like, all right, epiphany, sweet Russell. But because I told that story in the process, I told you guys the That's how I had the epiphany. Hopefully some of you guys had it as well. So I practice what I preach. I used on you what I'm telling you to use on your people as well. So anyway, hope that helps. It's like a dream inside of a dream inside of a dream. Do we just have Inception here? Anyway, alright guys, I am downtown Boise and the traffic's crazy. Pretty sure I'm gonna wreck 'cause I'm driving with one hand while I'm shifting with one hand and on the phone with the other hand, so I better go before I die. So I appreciate you all, have an amazing day, and I'll talk to you guys all again soon.

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.. 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. Over there you can subscribe. You can see past episodes. You can read the transcripts. You can have a bunch of fun. Thanks so much for being faithful listeners. Again, register at marketinginyourcar.com and also marketingquickieshow.com.