The One Thing

Good morning everybody in Marketing in Your Car land. So glad to have you guys all here today.

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.

Heading in for an amazing day. I'm excited. And I honestly last night had dreams all night about the stuff from the Expert Secrets event. I, like, it's crazy. I wish that you guys all could have been there. In fact, it's insane that you weren't there. If we've been hanging out for now, what, 252 episodes or 251 episodes? And you haven't joined the inner circle and you weren't here last weekend? Seriously, come on, what are you waiting for? Have I ever let you down? Come on, you guys. Anyway, the event was amazing and, but the process, oh, the process, I'm so excited about the process. I totally wanna start doing like high-end events where people come in for 2 days or 3 days, and we just take everyone through that process. I had multiple people afterwards tell me like, man, everyone that comes into your world should go through this. Everyone who joins Inner Circle should go through this process first, like, 'cause it helps you identify so much, like, what you're actually doing and selling and how you're positioning it. And, ah, so many cool things. Anyway, today I'm excited 'cause I'm going back through all of the PowerPoint slides from the event, making tweaks and changes based on some of the stuff we discovered together as a group, things that As I was teaching that didn't come out quite clear or that hit roadblocks or things where my stories weren't the right stories the first 2 or 3 times. Sometimes I would tell a story and I was like, "Huh, that story was completely inappropriate or just weird or like the wrong thing." Anyway, I'm kind of refactoring everything in the process and I'm going to go through and I'm going to record while it's still top of my mind, like re-record all the sections and that will help as kind of the audio commentary as as we go through and we start writing this new version of the book, which I'm so excited for. So that's kind of what's been going down over here, and that's what I'm excited for today. I also have Decade in a Day, so we got a bunch of new Inner Circle members who came in that I think it's 4 of them that we'll be doing coaching sessions with this morning, which would be kind of cool. So for those who are wondering about the Inner Circle, it's typically always sold out, but every once in a while there's a spot or 2 open up for people who don't renew. People who don't renew are the people who don't love money, I think. So anyway, For the most part though, it's always booked out, but we do have, we did have a couple slots open up. I think we might have one or two more for people who are trying to decide if they're renewing or not. So if you're interested, go and run and go to RussellBrunson.com, 'cause there might be a little small window where you can get one of the last one or two spots left if you're interested. So with that said, I'm gonna move back on to Expert Secrets. So I'm probably just gonna, as I'm geeking out about this for the next little while, share some things, and I'll share with you like last night what I couldn't sleep about because it was so, so, so, so exciting. It comes back to a concept I talk about a lot and I've, it was something that in the event I had planned maybe 10 minutes to kind of talk about this concept, it ended up turning out to be over 2 and a half hours of us going really, really, really, really deep into it and it was like, like it opened up my eyes to really understand this whole thing. So let me step back. So the concept I'm talking about right now is the one thing, right? We've talked about this before, like anytime you have to convince your prospects of more than one thing, your conversions will drop in half. In half instantly. So it's like you gotta pick one belief you have to get them to believe, right? And so everyone's like, what's that belief? What should it be? And for a long time I was just like, oh yeah, just pick one thing, you know? But the more we thought about it, we started realizing like the one thing, first off, I wish you guys could read the whole book right now. I wish the book was done so I could read right now. But it comes back to like, to be successful, first off, you can't be selling, you can't be trying to improve somebody, right? Nobody wants improvement. That is ambitious people want improvement and the masses, like 99% of the world, are not ambitious. People have desires, they don't have ambition. And so if you're selling to ambition, like here's how to increase your golf swing or here's how to make this thing better, right? Here's how to get something, like how to improve something, by default you will make less money, right? So a big part of the whole thing, we talked about how to build a cult, how to build a culture, I mean, it was all about one of the three steps to building a cult following is you have to have a new opportunity. It's gotta be a new opportunity, right? So maybe that'll be a whole other podcast for a whole other day, but assume that you've got a new opportunity that you're selling, right? So we have this new opportunity, and so you think about that opportunity like there's gotta be one thing that people have to believe. If they believe that one thing, then they have to accept your new opportunity, right? So you gotta think about like what is that one thing they have to believe? If they believe that, they have no other alternative options except for to give you money. Every new business has this. Every new opportunity has this. And so you gotta think through it. So some examples, I'll step out of business to give some practical real-world examples, right? So I'm gonna go to religion. So religion's probably the easiest place to really identify this, right? So let's say you are considering Christianity as your new opportunity, right? And so with Christianity, there's one belief you have to believe. If the Bible is true, then Jesus Christ is our Savior, right? Direct correlation. If you read the Bible, you're like, I believe with all my heart that this is true, then the only, the only answer is that, okay, then Jesus Christ is my Savior. That's it. There's no other ifs, ands, or buts, right? Very clear. Okay, I look at— I'm Mormon, as a lot of you guys know. Mormons are Christians, and we believe in a book called the Book of Mormon, right? So if I read the Book of Mormon, if I believe that book is true, that's the one thing. If I believe that is true, then everything that Mormons believe, therefore I believe. Because it's the one thing, right? I now believe in Latter-day Prophets, I believe in temple ordinances, I believe in— here's all the things that Mormons believe. And it's like, if you believe the Book of Mormon is true, then you have to believe all these other things, right? You know, same thing's probably true in every religion. If you believe that the Quran is true, then this is all stuff you have to believe, right? So religion is very— religion, like, they're all tied to one thing, right? Like, what's the one thing you believe? If you believe that, then everything everything else is now part of your belief patterns, right? So you look at your business and your new opportunity you are providing people and there's always the same thing, right? Like when we were launching ClickFunnels, if I could get people to believe that the only way their business could succeed is they have to build sales funnels inside of ClickFunnels, if I can get them to believe that, there's no other, there's no other option. You have to give Russell all your money now because he's the only person now that provides that thing, right? Comes back to religious. Like, if I believe that Christ is the Savior, I— or the Bible is true, then I believe that Christ is my Savior, and I have to follow him because the only way to get salvation is through him, right? Like, that's what it comes down to. It's almost like we gotta figure out how to make that same statement for our business. Is if I can convince them that the only way for their business to survive is to create funnels through ClickFunnels, that's the one belief I have to get them to have, and if they honestly believe that, to the core of their body, then they know the only way to business salvation is through ClickFunnels and through what I'm offering. That's it, right? And so until you've identified that, that statement, right, then that's just step number one. Because then like when you start building the webinar, which the whole event was about the webinar, right, everything else in the webinar is built around that. Like what are all the false belief patterns based on that new opportunity? And what is that thing? And then how do we knock down those belief patterns? Everything else gets tied to that, but it all stems off of this concept of the one thing. And the one thing is tied to a new opportunity, okay? But what is that sentence? It's like I said, it was supposed to be a 10-minute— I explained the one thing in 10 minutes, everyone wrote what their belief is, they had to get people convinced, and then everyone started sharing with us and they kept coming back with headlines. I'm like, no, like, I'm not looking for a headline here, you guys. We're looking for— and so we ended up developing this sentence and it was like, If I can get them to believe blank, and in that blank you put in what your new opportunity, like what the new opportunity is, right? If I can get them to believe that the only way to make money online is by having sales funnels built inside of ClickFunnels, like there's my sentence. If I can get them to believe that, then they have to give me all their money 'cause I am salvation or success or whatever you wanna call it can only come through that one path, that one vehicle, right? 'Cause when you're presenting a new opportunity, you're presenting, ah man, this steps back to the previous section with the building your culture, right? Is that you have to have a new opportunity. So it's like, the new opportunity is a vehicle, right? So like, I go to the car dealership and there's 50 cars there. I'm trying to convince you that this car is the only car you can drive, the only car that makes any logical sense. If I can convince you of that, that this is the vehicle, then you have to buy that car. You have to, like, that's the only vehicle you can go with. And so for everyone, if you guys can step back and figure that out for your business, your thing, like what is the one thing? The one thing that I can put into a sentence like this. If I can get them to believe that the only way they can be successful is through blah, and it's your system, your thing, whatever it is. If you can get them to believe that, then that's it. All of their other concerns disappear. Pricing disappears. Everything else, every other concern, instantly disappears. That's what we call it in the training, called the big domino. Like, it's the domino. If you knock that down, it'll make all other dominoes— it'll knock down every other domino or make them irrelevant. And that's the key, okay? So think about that a little bit, you guys. Like, that's— when you can identify what that thing is, it becomes very, very, very powerful, okay? And then the rest of the webinar is based on, okay, now what are the false beliefs based on that thing? And then— and we broke down at the live event based on 3 different things. Like, secret number 1 is always tied to the vehicle. Secret number 2 is always tied to the internal struggle. Secret number 3 is always tied to the external internal struggle. And like, um, anyway, we'll share this stuff in another podcast, but for today, that's what I want you guys to think about. What is your one thing that you— if you— if they— if your customers believe that, and they believe that success or salvation or whatever you want to call it is only available through that one thing, what's that one thing you have to get them to believe? Because that's it. If we can get them to believe that one thing, it knocks down all the other dominoes, makes them irrelevant, and they have to give you money. There's no other option. That's the key, guys. Oh, it's the key. It's like the biggest key on earth. I can't believe that like it took 2.5 hours in that meeting with everyone there going back and forth before Austin was like, the angels were singing, were like, this is it, that's the key. And last night I couldn't sleep. I spent 8 hours tossing and turning thinking about the one thing. So it may seem simple, but think about it. Spend some time and effort because that is the key to unlock unlimited sales for you for the rest of your life. All right, that's all I got for you. I'm at the office, I'm gonna go start working on my PowerPoints. Appreciate y'all and we'll talk to you guys soon.

Hey everyone, this is Russell Brunson again. I wanna thank you for listening to Marketing Your Car and I wanna make sure 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.