What Happened To TV Is Now Happening To Facebook

Good morning, all of my fellow Marketing in Your Car friends. Welcome to another amazing day.

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 everybody, so it's amazing today. It's like 80 degrees, which it shouldn't be. I think they said on the news that normally it's like 60 today, but it's not. It's 80 and it's beautiful and it's amazing and I I love it. So, you know you can't help but be happy when it's nice out here, right? Okay, so last night I had wrestling practice. I have not wrestled for a couple weeks. And we beat the crap out of each other. And today my face is feeling it, my neck is feeling it, my back is feeling it, my arms, my sides, my ribs, my fingers. Like, I am jacked. And I love it. I miss this feeling. This is so much better than running on a treadmill. Anyway, it was awesome. So last night after we got out of practice, we were talking about just some stuff. And I mentioned something that I thought it was kind of cool, so I wanted to share it with you guys. I want to talk about old media, kind of what happened, and then new media and what is happening now, because it's really, really interesting. Rewind back, I don't know, 20 years ago, maybe? No, I guess— Dang, I'm getting old. I guess 20 wasn't even that long ago, so maybe 30 years ago. Anyway, whenever TV was different, before cable, there used to be 3 channels, right? There was ABC, CBS, and NBC, I believe. Maybe Fox. I don't know when Fox came around, but initially it was like 3 channels. And so if you wanted to get to everybody in the world, there's only 1 of 3 spots you could advertise on, right? And those who capitalized on it made a lot of money really, really fast. In fact, the first time I met Tony Robbins, this is the kind of story he told me. He said, "Hey, when I got started 30 years ago," he's like, "there's only 3 channels." He's like, "So we just targeted those 3 channels. It was easy. We made a ton of money." made a ton of money. He said then what happened is that later, a few years later, then they started adding more channels. Maybe that's when Fox News came about and PBS and I don't know, some of the other ones. Then all of a sudden it turned into cable. The first cable was a couple channels, then it turned into a couple more. Now we look at it today and there's hundreds of channels on cable, right? Yet still there's nothing actually good on TV ever, which is kind of amazing. But there's hundreds and hundreds of channels. Tony said that his business during this recession took a huge hit and mostly it was because it was harder to get distribution directly to people. It became more expensive, it became harder, it became more spread out. 'Cause no longer are people watching 3 channels, they're watching 103. And to buy ads on 103 different networks is really, really, really, really expensive. And so because they were struggling, so he started looking for other avenues. That's how we kind of met him. A bunch of the internet marketing dudes initially met him during that part of the journey when he was like, "Man, our distribution channel's so segmented, so fragmented now, we can't effectively and efficiently get to our end audience." And it changed. The whole dynamics of their business. They had to shift and evolve and get better. That was like this whole process of going from one or two centralized spots where everybody's eyeballs are at to hundreds of spots and how it changed the business world. Now I was talking about how similar that is today. The one cool thing that's interesting, the one thing that got easier when channels split is that because all these channels started popping up, things became very niche-specific. There's the camping channel and then There's the home channel, HGTV, whatever, where they're building homes and fixing, rehabbing stuff. Then there's all these different channels, right? And they're very nichey. So if you had a niche business that was related to one of those channels, it became easier, 'cause now it's like, I don't have to advertise on NBC in front of a billion people and hope that the few people who actually care about my camping product are gonna see it. Now you can go just to the camping channel. Now everyone who's interested in camping is on that one channel, right? So for niche markets, it became a lot easier now, because now you've got your captive audience all in one spot and you can focus and target on that one channel. So that was kind of the big benefit that came from this huge breakup of TVs. Man, the sun is so bright, like my body wants to sneeze like crazy. So if I start sneezing, have a sneezing attack, that's why. Alright, so that's the offline world, right? What happened and kind of the things were hard for people but also things were easier. I looked at online, it was kind of similar, right? A few years ago, Mark Zuckerberg had a really sweet idea for this thing called Facebook. Built it out, first it was free for a long time and they started adding in ad platforms. And at first it became like the place, like it was the only place you would go. You could jump on Facebook, buy some ads and you became rich. Like it was just, it was really that easy. 'Cause everybody was in one centralized spot. Okay, just like back in the day with ABC, NBC, and CBS. Everyone's in one spot. And so Facebook was easy. And it was just, it just worked. But what happened is that after Facebook, a few years later, all of a sudden people started splitting attention. 'Cause now these other social networks started popping up and you get Twitter, You get Pinterest, you start getting all of the video platforms, you get Periscope, you get other things like that. And then you split again and you've got Snapchat and you've got— I can't even top my head thinking of them all. But it went from one spot where people are spending all their time and energy to all of a sudden now it's this huge fragmented thing. Now people are picking their favorite platform and they're leaving Facebook. So now not everybody's eyeballs are on Facebook 80 hours a day. Like it used to be. Now it's, hey, I spend my time on Snapchat, this is where you gotta find me. And then other people, I'm on Pinterest, and other people are on different spots. And so what's happened is that us as marketers, it used to be like, hey, let's get you really good at Facebook ads. Now it's like, no, you gotta get good at Facebook and Pinterest and Snapchat and Twitter and YouTube and like where everybody's eyeballs are going, right? And so there's kind of positives and negatives of that. Very similar to the positives and negatives of the TV world. But before I explain those things, I am at my little man's parent-teacher conference and I'm pulling in the parking lot. So what I'm gonna do, I'm gonna pause this right now. I'm gonna go find out how smart my little son is, get his report cards, and then I will be back for the rest of my drive back to the office to discuss this in a little more detail. So I'll be back in a little bit, guys. We'll talk to you soon. All right, everybody, I'm back. And in case you are wondering, Aiden passed his kindergarten, I guess his preschool, his preschool parent-teacher conferences. He's a genius. He cuts straight lines. He draws great pictures. He can count to 10 all by himself. He's amazing. So it was fun to have pictures from when the year started and then now and you can kind of see the difference of how far he's progressed on alphabet, numbers, pictures, coloring, cutting, drawing pictures of himself. Anyway, it was awesome. So there you go. So my son's a genius, which is cool. Alright, so where did we leave off? I think I left off talking about how online media is starting to be fragmented just like the offline world was. It happened way faster, by the way. We had 3 channels on TV for decades and Facebook had a year, 2-year run before Twitter and these others started popping up everywhere and splitting attention. And so attention's going all sorts of other places. So with that comes a couple things. First off, it gets harder, right? Like, how is someone like me or you who's like, we're small entrepreneurs, we've got a little team, and we are trying to effectively market on 30 different platforms? Like, it's hard. And not, you know, at least with the TV age, it was like, okay, it's 30 platforms, but basically you call up your ad guy and you say, hey, run my ad over here and over here, over here. With what we gotta do, like, every platform's different, right? Like, some are keyword-focused, some are interest-focused, some are, you know, the way, just the way you run the ads and the way you design the ads are all different. You can't run the same commercial on 30 channels. You gotta write image ads for here and video ads for here over here and 13-second or 15-second videos here, but longer videos over here. And then each platform's got multiple ways you can advertise too. You got, you know, pre-roll videos, post-roll, text, video, like it's hard, right? There's this huge segmentation splitting of attention and for us to effectively be in all of them, it's almost impossible. So what do you do? It's a good question, right? Like what should you do? Well, a couple things I would notice. First off is notice, They talk about in the TV world that it got easier when you focus more on a niche, right? So if you were selling camping gear, you could go to the camping channel and like your target demographic was there, which is, which is cool. And so it's easier. So the same thing is here. Like, you gotta realize, even though there's 30 different platforms, like, your audience isn't on all of them. And even if they are on all of them, doesn't mean you have to be on all of them. Like, I always tell people, like, you got to learn initially one platform that you know your audience is on and become a master of that. Okay, so if I know camping channels where everyone's at, that's where I'm gonna focus. I don't know, if I know for me all my people are on Pinterest, I'm gonna focus there and master that one thing. If I know they're all on Instagram, or if you know they're all on Snapchat, like wherever your, your people are, like that's the platform to pick. Just like the camping channel, right? We're gonna pick that one and we're becoming the best at that and focus on that and start pulling out customers from there. And, um, and really become good at it. And then after you've mastered it, not while you're mastering, this is the key, after you've mastered it, then go and pick the next channel. And then you can add on another one, another one, but you don't and shouldn't be in 30 different things. It's too hard. You're watering down all your efforts, whereas you can focus on one and perfect it. It becomes better. So those are some of my observations and thoughts today that I thought were kind of interesting. And I hope that helps you guys to kind of look at that and say, Okay, you know, this is being fragmented. I understand that now and I can't be everywhere at once because I will run out of money and time and energy and my message will become so diluted. Like, I gotta pick one and pick the one that your market's at because everyone's market's different. Like, my market's not on Pinterest, but I've got other friends who make tons of money on Pinterest. My market, they might be on Instagram. I don't know, I haven't figured Instagram out yet. But other markets, I got friends making a million bucks a year 100% off Instagram. And so it's just, you got to figure out like, where are your people actually at? How are they consuming content? And then you got to be there. But you don't have to be on every single platform. That's the mistake that so many people are making. And they're spending money on so many different things. And it's really like, you can, you can, you can mine a lot of gold out of one, out of one well. And so figure out where that's at and dig deeper and deeper and deeper and just kind of focus there. And eventually, like, especially depending on the platform, you're going to run out of space, right? Like, some platforms are smaller. You know, some TV channels have not as much readership or viewership, so eventually you're going to tap out where everyone's seen your message and you get ad fatigue and it's just not going to do as well. At that point, you change the message, or you, or that's when you add a second channel or second distribution channel to kind of focus on. But that's a more powerful strategy— go deep and try to mine all that gold out of that channel, as opposed to trying to effectively be in 30 or 40 or 50 different channels and hopefully they dabble in all of them. I'd always rather go deep in one section than dabble in a lot. So that's it for today, you guys. I'm heading in the office. I got some exciting things happening, so exciting. And I'm sure I'll be sharing those with you guys over the next little while, but just wanted to kind of drop some of those thoughts on you guys. And yeah, that's what I got. Have an amazing day and I'll talk to you guys all again soon.

Hey everyone, this is Russell Brunson again. I want to thank you for listening to Marketing Your Car. I want to make sure you're plugging into everything that we're doing on a daily basis. 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 to 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. 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. YouTube and search my name Russell Brunson and subscribe and every single night you'll get a notification. It will 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. Thanks so much for being faithful listeners. Again, register at marketinginyourcar.com and also marketingquickieshow.com.