Your Angle…The Next Evolution In Funnel Hacking

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car, or Marketing My Car, or something like that. 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 I was wondering today, how many of you guys actually listen to this while you're in your car? Maybe it's just me. Maybe I'm the dude in the car and you guys are all marketing in your house or in your at your office, I don't know. But anyway, appreciate you guys being on today. Hope things are going amazing for you and your companies. And I got a bunch of fun stuff to talk to you about. Last night, or night, it was actually Sunday, I was sitting around after church thinking about stuff and I started mapping out ideas for cool things I wanna share with you guys. So I've got a list of cool stuff to share with you guys. So that's my game plan for the next few days. Today what I wanna share or talk to you guys about a little bit, and hopefully this will help you guys when you're thinking about positioning your products and your services and even your brand as a whole. And kind of the backstory behind this, most of you guys at this point know that I'm a wrestler. I wrestled through high school, I was a state champ, I took second place in the country, was an All-American, ended up wrestling at BYU until they cut the wrestling program, then went to Boise State and became one of the top, I think the highest I was ranked was 14th, so top 14 wrestlers in the country. And then I trained for the Olympics for a little while. In fact, we built a whole Olympic training center. Anyway, and then recently, Recently, I built my own wrestling room in my backyard. So, I'm obsessed with it, to say the least, right? But anyway, it's been fun. As I built my wrestling room, I've been working with my kids, teach them wrestling. I got some jiu-jitsu guys coming over, teaching them some wrestling, and just, it's been really fun. So it's kind of fun 'cause it's given me a chance to kind of re-remember a lot of the fundamentals of wrestling. You know, things that we take for granted 'cause we just do them instinctively, but you start trying to break it down for someone else, you're like, oh, well this is why you do that, and this is how you do that, and things like that. So in wrestling, one of the really interesting things is when you're wrestling someone, if you guys watched wrestling match before, people come out and they come like head-to-head typically and it looks like their heads are smashed together and they're trying to punch each other in the face, trying to get on each other's legs, right? So from the outside looking at it, you probably don't know what's happening. You're like, "Oh, that's kind of weird." But if you look at what the goal of a wrestler is, like when we're getting in there and we're tying up and we have our head-to-head and we're pushing and pulling and moving people around, our entire goal of that is we're trying to get an angle. Okay? We're trying to get somebody to step so that we've got now an angle we can attack them from. I know that it's very difficult, if not impossible, for me just to shoot directly, like, through somebody. It's really hard. The way that if I want to take someone down, I've got to move them, move them, move them, until I can get them to take a little step, and then I can take an angle. And as soon as I've got an angle, instead of going, you know, head to head, we're going— I'm going head to, like, me going through their ear type thing. Like, I've got an angle. Now, it opens up the whole world to me. Now, I can actually get in on their legs. I can take them down, but it's 100% all— it all requires me getting an angle. If I want to get a takedown on somebody, that's just how it works. So, I was thinking about that as I was kind of showing my kids. I was showing Bowen, one of my twins, we've been doing these things where we push and we're doing inside control and trying to get in a good position. I told him how to push and pull. I was like, "Watch. When you pull right here, what happens is I step and then check that. Now, we're not head to head. Now, you got a little angle on me. Now, it opens opens up a shot where you can actually get on my leg and you can take me down. For wrestling, that's the whole point. I'm in there beating the trash out of the other dude's head, trying to move him, all with the hope that I can get a little bit of an angle. As soon as I get that angle, as soon as it opens up, boom, takedown's there and I can score. There's the metaphor. How does that relate to business? In business, I see so many people where when they say, "Hey, I'm going to be in this business or this market," they pick what they want to be. I think part of it It's a disservice I've done because I talk a lot about funnel hacking. So they say, "Okay, this guy's got this," and they go and they make the exact same thing. Now what just happened, now that you've got this new business, you just stepped up and you're head to head with someone, right? You've got the exact same product, exact same offer, exact same everything as these guys. And that's gonna make it difficult. Not saying you can't be successful. There are some people, like for example, this week's actually the world tournament in Las Vegas wrestling, and there's a dude, Olympic champion Jordan Burroughs, who's got the best double leg I think I've ever seen in my life. And he can just plow through everybody. He's so dominant and this dude does box jumps higher than his head. He's got the strongest legs and hips and he just can plow through anybody. He doesn't even need an angle, just boom, he's just taking you out. But for average humans and the majority of people, we gotta have an angle. And so the same thing's for you. If you're going head to head with someone and you got the exact same thing and you funnel hacked them exactly, what just happened? Now you're going up against someone else who, if you funnel hacked someone well, you're going against It's in perfect competition and you can't— it's gonna be hard for you to score, to make money. So what I want you guys thinking about a little bit is the angle. What's your angle? What makes what you do different than what everybody else is doing? You know, when I'm funnel hacking someone, I'm looking for a process, I'm looking for price points, I'm looking for things like that, I'm looking for layout. But as soon as I figure that out, my next goal is how do I make mine different or better or more unique or what's my angle? What makes me What makes me, like, why is there a purpose for me to exist in this market that I'm stepping into? I got a friend, his name's Mike Lovett, and Mike's one of the smartest dudes I've ever met. He owns a company called Real Dose and a bunch of other things. He owned a company called Hypnosis Network. I think he may still own that, I don't know. But he's the one, when we were trying to create a weight loss offer back in the day, and I was doing what I kinda do, you know, I was like, okay, here's the ones that are successful, let's model it. And he kinda made this really good point to me. He said, look, he said, every market The weight loss market is kind of like its own little ecosystem, right? And you look at the ecosystem, there's like, let's say it's weight loss space. Like there's Mike Geary, he owns the Truth About Abs. Then over here is so-and-so, they own high fat. And over here, so-and-so, they own low fat. And over here is, you know, you see this ecosystem, this little world. And so if you come in and you got the exact same thing as somebody else, suddenly you're competing with them. And if they've got a bunch of partners, now you're competition to everybody. And nobody is going to let you in the cool kids' crowd, right? But if you can come in and look around, look at the ecosystem, see where everybody's at, and then figure out, What's not being served? What's the message or the thing or the product or the service that nobody else has done or at least nobody else has done well? And that's how you find your angle. There you get it and you find that spot. And now you look at all these other people in your ecosystem. Instead of you becoming head-on-head direct competitors with them, because you've got an angle, now you've opened up partnerships with all of them. So all of your potential competitors all become your potential partners. And that's a big key with it. So I want you guys thinking about that today, just really figuring out what's your reason for existence in your ecosphere, the market you've picked. Where are you different? Why should someone care that you exist? And if you can't answer that, you need to start thinking about it more, okay? Because right now you're going head to head like I would in a wrestling match. And until I find that angle, I gotta push and pull and move and just grind this guy until I can get a little bit of an angle, find my spot in the ecosystem, and then boom, as soon as I do that, that's when growth explodes. That's when you start having tons of success. Very quickly. It's by finding that angle, finding the difference in your world, in your ecosystem, in your market, and then blowing that up and exploiting it. That's where you have success quickly. I want you guys to think about that because I think it's really kind of the next evolution of funnel hacking. It's not just— funnel hacking is all about finding all those pieces, the proven success road model. The second step is now you coming back and saying, "Okay, now what's my angle? What makes me different than everybody else? Why should I exist?" That's what you really got to start thinking about. About. I want to put that in your head today. I was thinking about when we launched ClickFunnels. Out there in the market, there were a bunch of other people doing stuff similar. We had LeadPages, we had OptimizePress, we had Unbounce, we had a bunch of different things. In fact, our initial thing when we first started, Todd, my business partner in ClickFunnels, he was like, "Oh, we could clone ClickFunnels in a weekend. That's the easiest. I could literally, in a weekend, we could have LeadPages. We could literally clone LeadPages in a weekend. We could be going head-to-head with them." Okay, that's cool, but now we're like direct competitors, like there's no differentiation, there's no, like all these other things we miss. We're like, well how do we, like what's our angle? What makes us different? Like what do we wanna be? What do we wanna be different? Like how do we, how can we serve this market better than anyone else has in a different way? And that's kinda, you know, from that, from those questions, from that conversation is where ClickFunnels was born. So that is my question for you. I want you to look around your ecosphere, the market that you're in or the market that you wanna be in, and let me know why you exist, why people should care about you, what's your angle, what's different. Because as soon as you figure that out, as soon as you figure out that angle, as long as it's a good angle— sometimes I get an angle on somebody that puts me in a bad position, then they take me down. That's not good either. You don't want a bad angle. As soon as you get the right angle, that's when you can score, that's when you can start growing your company quickly. I'm sure it's the same in most sports. I always think wrestling is is the best and it is, but I think most sports, you know, I played football for a while, I played basketball, all those sports are the same thing, it's all about angles. If you don't have that angle, you're going straight on, it's hard to compete, but as soon as you figure out the angle, it changes everything. So that's the message, that's the moral for today. Start thinking through that because that's gonna help you guys to grow and differentiate yourself from everybody else. Alright, with that said, I am almost to the office. I've got an amazing day today. We got some cool stuff happening. I'm working on the ClickFunnels 2.0 relaunch, which is turning out so exciting, so amazing. I spent all night last night building out a new affiliate center for ClickFunnels inside of ClickFunnels, which is exciting. If you guys haven't used the Backpack plugin inside of ClickFunnels, it's pretty awesome. So we built out a whole affiliate center, and then this weekend I also went and I built out all my autoresponder sequences. Inside Actionetics for all the DotComSecret side of the business, and then today and tomorrow I'll be building them out inside of the ClickFunnels side. So, pretty exciting, I'm having a lot of fun with it. I'm excited to be able to share Actionetics with you guys, 'cause it is amazing. If you've been looking at the emails that have come out over the last 3 days from, for me, those are all ClickFunnels emails, and look how amazing they look. Except for in iMac, or I, was Apple Mail? Apple Mail, our formatting's off. But everywhere else, we look amazing. So we'll get there. But I think, I think you guys are gonna be excited to be able to play with it and see it. And you'll see how we've taken just the concept audition responders and got our angle on like why is ours different, why is it better, how does our tool help you dominate people more than anybody else's. So you will see, my friends, you will see. Anyway, that's it for today, you guys. Have an awesome day. Go out there, figure out your angle, and let's make some more money, serve some more people, and have an awesome day. Thanks, everybody.