The Switch Vs. The Stack

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Hey everyone, this is Russell Brunson and welcome to Marketing at Your Desk. Yes, I am not in the car right now. But I just, I gotta share this with somebody and everyone's asleep so you guys get it. Alright, so I'm working on a book and it's funny writing a book, like, so cool, like, I recommend everyone writing a book at least once in your life 'cause it forces you to look at what you do through so many different lenses and angles and like, Especially if you write a good book. Some people just read a book, but I'm talking about writing a book. Like for me, when I'm writing this book, I want it to go down in the histories of time. Dotcom Secrets book was the same way. I want it to be evergreen, and I want it to like, when I die, I want people to read it and be like, dang. I was telling my kids the other day, I'm like, dude, how cool would it be someday when I'm dead and then you actually read my book, because you're probably, who knows if they'll be marketing guys or not, but you read it and then you're like, Whoa, my dad was actually awesome. That's the goal, right? So I'm working on this book and it's supposed to have the final draft by today. I'm going back through so deep. Anyway, I'm on page 50 of 250, so not getting it done today, no way on earth. But it's okay because it's like— in fact, Bowen just came up, it's like, Dad, you're only on page 50, supposed to be done today. He's like, are you scared? I was like, no, it's more important that the book is amazing than the book's done on time. So there you go. Anyway, okay, so Okay, you guys ready? This is so exciting. And some of this will be out of context for some of you guys who haven't been geeking out with me the whole time I'm on this journey recently. Some of you guys, this will be just the next step, like the next layer, right? So one of the things I've been talking a lot about in Inner Circle, I think I've talked about a bunch on this podcast as well, is like the difference between an improvement offer and a new opportunity, right? If you wanna build a mass movement, you cannot not only mass movement, you want to make money flat out. Uh, improvement offers are horrible, right? And the analogy I keep using in the book here is like, if you got a Volvo, like there's two things you do. One is you can sell people like how to make Volvo better. Let's paint it, let's get the dents out, let's make the engine run better. Or like, people want that? No, they want a new car, right? That's the new opportunity. So it's like, they don't offer people ways to make them better. Like, if they admit that they're that, like, if they— if you're selling like, I'm going to show you how to become better, like, just by the nature of them giving you money, they're admitting that they failed. Like, so it's a huge hurdle, right? And then it's like never inspiring, it's not exciting, it's just kind of like, oh yeah, this is a little bit better. Um, and so like the, the goal is like always position what you do as a new opportunity, right? So been geeking out, like, talking about new opportunity and opportunity, and everyone's like been asking like, how do I position what I sell as a new opportunity? And I'm like It's a good question. So, Inner Circle, the last 2 or 3 weeks, we've talked a lot about this in a lot of depth and detail with everyone. And I'm thinking about it, I've been writing about it. In fact, I spent like 3 hours the other day trying to explain this, and in 3 hours I got 1 page written, which is why this book's never gonna be done. But if it ever does get done, hopefully that page will be amazing for you guys. Anyway, so tonight I had another big breakthrough. So, trying to think, how do you position your new opportunity? Initially, I had like 10 different ways. I started whittling them down. These two are the same, this is kind of the same. And finally, it all broke down to it. There are only two ways to position your new opportunity. Okay, so this is where it gets good. You guys ready? So the first way is what I'm writing down here. I'm calling it an opportunity switch. And the second way is called an opportunity stack. Okay. Alright, then I'm just gonna read, I'm gonna read a couple paragraphs. How about that? So it says, while there are a lot of ways to structure improvement offers, there are only two ways that we can position the new opportunity. There's an opportunity switch or an opportunity stack. But first, you understand that when anyone runs into your new opportunity for the very first time, they're looking to change from whatever opportunity they've been currently using to try to get what they want, or they're looking for ways to get more from their current opportunity. Okay. Um, it's opportunities like 10 times, and I don't know if I can I might clean that up a little bit, but regardless, right? The gist of it is like, like when they come to you, like, you know, the first time, like they've been trying to lose weight, let's say that's, that's the vehicle they're going into. Like, I need to lose weight. And so like they're looking around and like they've tried other things. You're not the first typically, right? Or trying to be more happy or get more money or whatever their thing is, right? You know, at first they're currently in an opportunity, they're in a vehicle, they're driving around doing something and they see yours, right? And so when they see there's one or two things, one, they're like, dude, my car's awesome. And they're like, I need, uh, You know, I want more from this, or they're like, I hate my car, I need a new car. Right? And so it says, regardless of which of these people you're talking to, the answer for them is your new opportunity, but you need to present it differently based on if they're looking for change or if they're looking for the same. Okay. So the first opportunity switch, okay. So opportunity switch is like, hey, you're currently doing this, but, um, you need to shift and do this instead. Right? So this comes back to, you know, you're driving a Volvo and you're like, hey, your Volvo sucks. So you do not present an improvement offer, which is maybe new paint or whatever. You shift the moment and say, look, your Volvo sucks. We're selling you a new car. We're selling you a Ferrari, whatever. Whatever that new opportunity is, right? That's an opportunity switch. Okay, so if you're in weight loss market, like, hey, you're in the Atkins diet, Atkins diet sucks, we're switching you over here to the Bulletproof diet or whatever that is. Okay, you're shifting the opportunity from whatever they're doing currently to get their end result to what it is you want them to do, right? Well, the second thing is opportunity stacks. It's like they already have an opportunity and they're loving it, but you're saying, look, I'm not trying to get rid of this opportunity, I'm trying to give you, like you're stacking it on top of it, right? So let's just say you're an internet marketer and you're loving internet marketing, but you're like, like, I want to invest my wealth. So like, I'm stacking. Okay, cool. I'm not going to take the— keep doing internet marketing, but we're going to take some of your money and put into real estate, right? I just stacked an opportunity. Um, uh, that's kind of an example. Um, it's me, like, if you got a Volvo, I'm like, sweet, like your Volvo, cool, keep driving that to the office every single day, but on the weekends you need a Ferrari. So we sell you a Ferrari, right? It's the stacking of opportunities. So I'm doing those, and then I was like So I just wrote that whole section in the book. I'm like, cool, okay, so that like breaks them down for you to think through, like, can I position this as an opportunity switch or an opportunity stack? Now almost every offer, it's really easy to see how this is an opportunity switch. That's easy. But then like the opportunity stacks are harder. Like some things, like I feel like everything can be positioned as an opportunity switch almost, but some things can be a stack, if that makes sense. Like it's harder. So I started thinking like, Okay, what should people do? And all of a sudden I realized, I was like, holy crap. And so I actually wrote this paragraph, I'm like, I'm gonna be completely transparent. I'm like, this book is an opportunity switch. It's the front end, like I'm bringing people in to read this book and my goal of the book is to give you an opportunity switch. I wanna switch you, it's my book, if you don't know, it's called Expert Secrets. Like I'm shifting you, I'm trying to give you this opportunity switch from like whatever you're doing. So you're in network marketing, you're in real estate, you're an employee, like whatever it is you're doing, I wanna switch you out of that opportunity to this expert career, right? I wanna make you an expert. So there's the switch. Then after they've switched and I've got them, Then I start doing the bolt-on opportunity stacks. So then now you say, I'm an expert. Cool. Here, I have next opportunity for you. It's ClickFunnels. I'm going to stack that. Okay. And you get ClickFunnels. And I'm like, hey, the next thing you need is called Funnel Scripts. I'm going to stack that. Then it's Fill Your Funnel. I'm going to stack that. And there's ClickFunnels Certified. Start stacking. And this becomes the value ladder. Like I'm looking at my— if you guys can see my image here, it'll be in the book. I just sketched it out. So it'll be in the book. Don't worry. But the front says opportunity. It's kind of value ladder. Front says opportunity switch. It's got the Picture the Expert Secrets book, then the size of the opportunity stack, and it's got a little value ladder taking people up, and each rung of my value ladder is a stack. So I'm stacking you, stacking you, stacking all the way up. Isn't that crazy? People always ask me, Russell, when I'm building my value ladder, where should I start? The front, the back, the middle? And now I know the— I never knew the answer before, but the answer is you start your value ladder wherever the opportunity switch happens. Someone comes to you initially, you— that's your first job is to do the switch. Now that I've switched them, now they're in your value ladder, now you do opportunity stacks. Now you're stacking on these opportunities. Holy crap. I don't know if that made any sense to you guys, but like, I am freaking out right now. This is like, it's, it just opened my mind to so much coolness that I didn't even know was there. So anyway, I hope that you got a little bit out of that. If not, read the book when it comes out. But that's the key, guys. Like, you lead with an opportunity switch. And after they've switched, then the rest of your value ladder becomes their opportunity stacks. That's why a lot of people will build 4 or 5 webinars and they're like, oh, only one webinar works. And that's the reason why, is because like, like for the most part, all of your marketing efforts and on like paid efforts should be focusing on one thing, the switch. If they switch, then all the things you're selling to that current audience, that's the transition from from cold market to warm market to hot market, right? They're cold, they come in, they go to switch, they get warm, and then from the switch, as they get hot, then you send them up the value ladder. Holy crap, this is so cool. So freaking cool, I'm so excited. Anyway, I cannot wait for this book to be done, you guys. You're all gonna love it. So awesome. So that's all I got. So what's your opportunity switch? Think about it. People are coming to you, they're already, driving some vehicle, they're already doing something to try to get the end goal that they want, but they're probably not happy. So you gotta come in and say, look dude, your Volvo's driving you where you wanna go, but you're miserable. Time to get out, come over here. I got a Ferrari, I got a Lambo, I got a whatever you got, a Jeep, whatever your opportunity is. Bring them into your opportunity, opportunity switch. Now they've switched, now you can focus on opportunity stacking. Holy crap, game-changing stuff. This book's literally gonna re-change how selling is done, I think. At least for people who read it, the rest of people won't even know. And all you guys and me, we'll all geek out on this and we'll just take over the world, it'll be awesome. So, appreciate y'all, thanks for listening. I'm gonna get back to work. I will talk to you guys all again very soon. Bye everybody.

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