The Two Magic Words That Will 10X Sales For Any Product Or Service

Hey, hey, good morning everybody. This is Russell Brunson 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 everyone, so today is a day I want to talk about two of my favorite words. These two words have made me more money than I think pretty much anything in the history of my life. So if you can learn these two words, it's done, that's all you need. Well, that's not true. You gotta have a good offer, good product, good reputation, good brand, all the things you gotta be doing right. But if you have all those and you want to turn that into money, the two magic words are, are you ready for it? Number one is urgency, and number two is scarcity. That's it. If you can have those two things along with an amazing offer in front of the right audience, it's like, it's game over. Here's kind of the backstory. Last January, so a year ago, it's not quite January yet but almost, Vince Palco from AdTunes.com, super cool dude, he's the inventor of the hand sketch doodle video. Anyway, he messaged me and said, "Hey man, what's your goals for next year?" I'm like, "Why?" He's like, "I'm gonna make you kind of a cool gift." So I wrote down a handful of goals, sent them over to him, and he ended up sketching this amazing, like, it was awesome. It was just the coolest thing. It was like this big huge picture with all my goals drawn out in cartoon format and this really cool progression between, it was amazing. He does that, if you go to adtunes.com and message him and be like, hey Vince, here's a million bucks, please draw out my vision so it can become true, he'll do it. But anyway, so he did that and sent it to me and I got it blown up and I put it on my wall and it's just been there. And one of the goals, I didn't even think about this at the time, but a year ago one of my goals was like, only work close I want to get 100 entrepreneurs in my inner circle. That's what I said. At the time back then, I think we only had 25 people in the inner circle. And so, and you know, it's $25,000 apiece and I'm like, you know, to get 100, that would be pretty awesome but it was outside of my reality. But it was a goal I put up there. And then, and so then, you know, fast forward over the last 12 months, you know, we have our Ignite program at $12,000 and our inner circle $25,000. And so we've been selling both of those and it's been doing well. And obviously, you know, a lot of people going to the Ignite program. I think we've sold, I don't know, 80 or so people into Ignite and Inner Circle kept growing as well. And over, it's been interesting as Inner Circle has been moving forward, it's exponentially been growing. I think that's the right word. Where it keeps getting bigger faster. It's just like, I think that we do a really good job with it. I'm really proud of it. And I think people find out about it and then more people find out. It's just like kind of growing organically really, really quickly. And about a month ago I was looking at it and Inner Circle's grown, actually faster than the Ignite program, which is interesting 'cause it's more than twice as much money. And the people in the Inner Circle are like, honestly, my dream clients. Most of them have some amazing things happening and it's just like, they see some directional things or feedback or bounce back ideas and just cool stuff like that where it's awesome. And so we, I had this idea and I was actually looking at my sketch with Vince and I saw it said work close to 100 people. And I was like, right now I'm working close with the 50 or 60 Inner Circle and then a little bit further distance with Ignite and then everything else we're doing. I was like, what if we just shut down everything except for the Inner Circle and just focus on getting 100 people in there? And I just work really close to those 100 people and if someone leaves and a spot opens up, we can refill it but just actually close it down. Say there's 100 spots and when they're gone, they're gone and just kinda do that. And so, it took a little while to kinda get all the pieces in place so that we wouldn't drop any balls and we could continue to service all the people that have bought Ignite up to this point. But a few weeks ago we stopped selling Ignite. I'm like, hey, no more selling Ignite. We're servicing those who were in it we're in but we're not selling anymore and let's just focus on inner circle. And then we figured like, you know, if we're gonna get 100 people in, how's it gonna work? And so we had to book out the different, 'cause there's some mastermind groups where they have 100 people in it and it's like stupid, it's like going to a seminar. I didn't want that, like our groups we can facilitate about 35, 35's like kinda high, so even 32, 33's like about perfect in a group. And so I'm like basically we're gonna have to have 3 groups if we do it, 3 groups of 33.3, so someone's gonna be chopped into thirds. Just kidding. But if we do that, it'll work. So we went and we actually booked all the hotel rooms for the year, planned out the meeting, we had everything just kind of finalized. And I'm like, okay, cool. Now we need to get, I think at the time we were about 65 or 70 people in the inner circle. So I'm like, okay, we need to get 25 more people. And all the guys on my team were like, well, you know, you realize it took us like almost a whole year to get to fill up 2 groups and a lot of work. And I was like, yeah, I think we can fill up the last group though in December. And they're like, that's not possible. December's the worst month for sales, all these kind of things. I was like, yeah, I think we can. And so anyway, on Monday I sent out an email that basically said, you know, hey, this is how many spots are left, we're only having 100 people in, when they're gone they're gone. And I used those two magic words, I used urgency and I used scarcity. And they were true urgency and true scarcity. And what's happened since then has been insane, it's been literally insane. We've had like almost 200 applications. I've only got two guys who are doing the phone calls, so they can't even keep up with it. After you apply, if you've gone through my high ticket training, you know that big focus focuses is after someone applies, try to get them to inbound call you. We've had like, I think 30 people leave voice messages from inbound calls like begging us to call them back as quick as we can. And our guys are as fast as they can calling people, making sure they're qualified 'cause we have a high standard in the group. And if they are, then signing them up. But it's crazy, it was like, it's like every hour yesterday I get a message, boom Russell, so-and-so just joined Inner Circle, boom Russell, so-and-so just joined Inner Circle. It's just going boom, boom, boom, boom. And it looks like we're probably gonna sell out all the last, I can't remember, 22 or 23 spots as of Monday. You know, I think down now, we're down to like 17 or 16, I don't know. But I think we're gonna sell them out before the end of the year, which is crazy. Like, that should have taken almost a year to fill up, but instead we did it in a couple of days because of two magic words: urgency and scarcity. I look at webinars we do, and the difference between a webinar that is good and a webinar that is amazing is two magic words: urgency and scarcity. The better your urgency and the better your scarcity on your pitch, the better it's gonna do. We used to do a webinar like on Thursday and we do replays Friday, Saturday, and then it would kind of just end and then Monday would start, we'd start the process over again, right? And a little while ago we started adding in urgency and scarcity on the last day saying, hey, the replay really is coming down tonight, so go and watch it. And like 6 hours before we pull it down, say, okay, 6 hours and then we're pulling it down. What was interesting is like that last 6-hour call, so like I'd send 2 emails on Sunday, one Sunday morning and one Sunday, 6 hours before we pull it down. And what's crazy is that last, that 6-hour warning email where I'm applying urgency and scarcity typically makes as much money as the live webinar does, which is crazy, just nuts, doesn't make any sense. And so anyway, I'm just smiling today just thinking about like how can I apply urgency and scarcity in more spots, in all aspects of my life, like how can I apply that to get my kids to do stuff and get things done, how can I apply it to force myself to get How can I get things done? How can I get my employees to do things, my team and other things like that? Those two things are amazing. And try to figure out— excuse me, I just honked the horn. I hope the person in front of me is not upset. Anyway, try to figure out how do we create cool bonus structures or cool promotional things with affiliates or how can we do that? I remember when we did the DotCom Secrets book launch, in the first week we were paying out 40% commission to the whole funnel and the second week transitioned to $20 $20 per book and then we had a countdown and then at whatever day it was, Thursday at midnight when we closed the contest down, it went back to 40% commission. So we had this big urgency and scarcity like every book you give away for the next 24 hours, 12 hours, 3 hours, you're getting $20 as opposed to the other thing and yeah, people went crazy. Anyway, those are my 2 favorite words. I'm not a tattoo guy but if I was, I'd tattoo those to my forehead or my arm or I don't know, maybe I get one of those sweet barbed wire chains around my bicep that would say urgency and scarcity weaved into the barbed wire. That would be pretty sweet, right? No, just kidding. Anyway, I'm such a dork. Alright guys, well, I better stop before I embarrass myself anymore, but think through those two words, urgency and scarcity. Figure out how you can apply them to all aspects of your business and your life because they are magic. It's amazing. You can move mountains if you've got urgency and scarcity, but without them, people just aren't inspired to take action. Oh, in fact, last night, there's a dude who applied for the Inner Circle about a year ago, and he's what we call— this is like a probably politically incorrect term, but we call them a stroker. Someone who comes in, they call, they ask all the questions, they listen to the whole thing, and they're more there like trying to see how the process works and trying to get information, and they're not really buyers, right? And so anyway, we call them strokers for whatever reason. So this guy like a year ago stroked us, went through the whole process and it was just at the end of it like kind of annoying 'cause we're just like, ah. And I knew he had the money, I knew he wanted to be in it, but it was just like he didn't have whatever it was to push him over the edge, right? So apparently he applied on Monday and then again on Tuesday and on Wednesday because today on Skype, or last night I was going to bed on Skype and there was like 10 messages from him all in caps. Russell, I'm trying to get in your circle, no one's calling me back. Russell, let me in, I need to get in I'm like freaking out. I was like, this dude who a year ago went through the whole process, didn't get involved for whatever reason, has been sitting for a year, but now that we've got some urgency and scarcity in place, now not only is he reapplying, he's flipping out, Skyping me, trying to get in. So those are good signs, right? So there you go, you guys. Urgency and scarcity, have some fun with them. They are your new— this is actually— that's your Christmas gift from me for this year. So Merry Christmas. Urgency and scarcity from Russell. Hope you love them. All right, guys, I'm out of here. We'll talk to you guys soon. Goodbye and have an amazing day.