The One With Brendan Bruchard - I Love Marketing With Joe Polish and Dean Jackson - Episode #66

I'm dean jackson, he's joe polish and this is the I love marketing podcast. Hello, it's Joe Polish. And no, Dean Jackson. Dean Jackson is not here with me today. And I am literally in a hotel room, as weird as that sounds, with a very special guest and friend of mine, Mr. Brendon Burchard. That's right, Brendon Burchard. So we just.

Not that it's weird we're in a hotel room together.

Yeah, yeah, I'm just saying we're just here for recording purposes. He has his own room. I mean, like, no, there's none of that weirdness. So Brendan, you are a pretty well known guy in the expert industry, as I think you've kind of even call it that. And Brendan is.

I invented the industry, you know.

Well, let's. Of course you did. And the Internet. Well, we just spent, we just spent the afternoon with Peter Diamandis and we had a meeting with the CEO of YouTube at the YouTube headquarters, Salah, and it was a pretty good meeting. And Peter Diamandis is an awesome dude and we've got all kinds of cool stuff going on. And me and you have spent quite a bit of time together. And you are a very sharp marketer, businessman, and you literally are training, you've trained tens of thousands, maybe the hundreds of thousands of range of people. So who the heck is Brendon Bouchard? What do you do?

You know, I guess my claim to fame is that I teach people how to share their how to advice and wisdom with the world. So you're someone who's been through a life experience or you're looking to monetize your knowledge or experience or wisdom in any area of life, whatever the topic is. And you're trying to figure out, well, how do I get paid for it and how do I share it with the world to make a difference? And traditionally the answer for that is, well, you write a book on it or you become a speaker, or you do seminars, or you do online marketing, or you become a coach or a consultant. And my job is to say whatever your message is, let's teach you how to monetize it and reach more people with it. And so from that route I started Experts Academy. And now we teach more people than anyone else in the world comprehensively how to succeed in each of those areas.

Okay, cool. And you've now got four books and at the time we're actually doing this recording, your newest book is about to come out. So let's kind of go through some of the books and topic areas. And I'm going to ask you some strategic questions on how to market, how to make money. And for all of our listeners who, you know, many are entrepreneurs, many are in definitely roles where their income and revenue is based on their ability to produce results and so how people can just simply be more effective. So let's kind of go through, you know, some of your, you know, life experience, I guess.

Yeah. Cool. So, yeah, four books. Never imagined that the first one was sort of an accident and then the rest have been pretty strategic and on purpose. You know, my story starts when I was a 19 year old kid and I was in an accident and I got in a car accident. And it helped me realize what was important in life. It forced me to ask three basic questions which are kind of my message. I think everyone should develop, like, what's your message in life? If you can tell the world anything, what would it be? And the car accident inspired mine was because after I was surviving and healing from that accident, I learned that we all ask three basic questions in life. We all ask did I live, you know, as in like did I live fully and vibrant? That's why I'm passionate and weird and enthusiastic.

And you are, you're very enthusiastic and almost to the point of like, it's very kind of uncomfortable.

It's like that, that's where I come. I'm like, you know what I know at the end of my life I'm gonna say, you know, did I really live and did I have fun and was I free to express myself? And I did I really enjoy life. And that's such a. I know you're that way too. I mean, it's like, it's such a huge part of me that I look for reasons to have fun. Right. The second question I learned that we're gonna ask is did I love? Which is why we're in hotel right now. It's like, my wife will love this one.

Yeah, exactly. I finally met her. I mean, at least she's real. You know, question that for a while.

But you know, it really forced me at, you know, again, the accident. I was 19. I just come out of the first breakup I never really had that really affected my identity. This was a woman I thought I was going to get married to. Our relationship fell apart in college and then I had my accident and it made me think about that relationship. It made me think about every relationship in my life and think about, well, who's going to miss me? Who am I going to miss? So did I love? Did I love openly and honestly and completely. And the third thing I learned standing on top of a crumpled hood of a car after I escaped it after the crash, was looking down at my body and seeing all this blood and realizing that we'll ultimately ask this last question in life of did I matter? Did I make a difference? Maybe I didn't change the entire world, but did I change somebody's world? And at that point in my life, I was a young, sort of directionless young guy, 19 years old. You don't know you're supposed to be making a difference. I didn't you hear about it, but I really didn't think about life, legacy. And that was the first thing. And it was sort of Virgil's quote. I don't know if you ever heard that quote. The quote is death twitches my ear live. He says, I am coming. You realize the inevitable is death is going to come. And when it comes for me, I rounded a corner and it. And it snuck up on me a little bit and I escaped. But in that escape, I learned the questions that we'll all ask and we will definitely wonder those three questions. For the last 16 years, I spent time with people in hospices towards the end of their life. And every single person I've ever met towards the end of their life, if they had a blessing of conscious thought before going into that situation, they wonder questions like these about living and loving and mattering. And so that was my message and I wanted to get it out to the world. And because, you know, I came back from that experience a completely transformed man. I used to be fairly, you know, fairly nervous around people. I had a little bit of a shy element, believe it or not. I was, you know, I was. I definitely had concerns about expressing myself and being as loud and bold as I wanted to be, you know. And after that, I said, you know what? Screw it, I'm not gonna dial it back anymore. I'm gonna live life full out. Because I only have this opportunity. I wanted to feel the charge of living a fully life. And so I made that my decision to do that. In that process, you know, I went back to college and I was so out there and so joyously living my life that what happens is to those who are the most enthusiastic people follow. And because I was so enthusiastic, all these other students started following me and the groups I was in, I sort of became the natural, quote, unquote, leader in all these situations. So I started studying leadership and communication so I could be more effective. And long story short is when I was in grad school. You had to come up with a professional project. And my professional project was studying leadership communication. And they said, brendan, write something for our students here. So I wrote this little handbook, put it in a binder called the Student Leadership Guide. And then I took a job in corporate America down here in San Francisco, where we're at now, and I started doing leadership consulting at major organizations around the world. One day, about three years into that, I get this call. Are you Mr. Brendon Burchard? Yes. Well, I'm so and so representative at so and so University. We are using your book to train our students on leadership. We're wondering if you'd come out and speak to us. And I said, I don't have a book on leadership. And they said, no, no, I have it right here. It's awesome. I said, what are you talking about? Well, what I come to find is the advisor at this university had printed it and was taking it to different groups around the country and sort of photocopying like a monkey and handing it out to people and finally thought, we can make money on this. So they printed it, they put it, they bound it, and they started selling it.

That's funny.

Then I started getting the calls. And the funny thing is, I didn't know about this industry where people get paid for their knowledge as speakers or consultants or whatever. So I turned down all these schools who'd call and ask. 30. Some schools I turned down in the course of, you know, maybe six, seven months. And then finally this one school calls and says, our students are really passionate. Everyone loves this book. Two, most schools will only pay you $2,500. We'll pay you $7,500 to come out. And I didn't hear the 7,500. I heard 2,500 times 30 that I turned down. And I thought, wait, this is. This could pay as much as my career. What are you talking about? And I wanted to experience this thing. So I went and I spoke to the students, and I was so passionate about it. I had so much fun on that Monday. I came back, I come back, my real job. Everyone said, dude, you're lit up. What were you doing this weekend? I said, I was speaking to these kids. And I you're so fired up. And I thought, I am fired up. And I made $7,500 this weekend. I said, there's a career of me out there speaking somewhere that I would really enjoy. I know it would make a difference, clearly, because, you know, the students loved it. And that's what got me in the industry of offering my advice and knowledge and wisdom out to the world. First through speaking, then through live events, then through books, tapes, CDs, programs, now online courses and bigger seminar formats.

Well, yeah. So now you run a multi million dollar business and you, you basically wrote life's golden ticket which came out of the experiences of your car accident.

Yeah, because I realized what I'd been given. I mean, there was a moment that I was standing on the hood of this car and I was watching the blood drain off my body onto the hood of the car and I felt life draining away and I just happened to look down and there was this glint in my blood and it made me look up and there was this huge beautiful moon. I mean, that's my famous moment. I share it all the time on all my stages and it was this huge beautiful moon and it sort of. I didn't have an out of body connect, you know, experience. If anything I felt more connected than I'd ever felt my entire life. I mean, totally engaged. But in that moment I felt like the big guy had reached down and handed me life's golden ticket, you know, here you go, kid, you're still alive, you can still love. And now you better start making a difference because now, you know, the clock is ticking.

Let me ask you a question about that because you hear stories from the stage where people, and I'm going to play devil's advocate here for a moment. I know you well enough to where I think I can maybe, you know, and this is not part of the planning of the interview here. Now all of this went through your head during this period of time, like your life flashes in front of you when someone gets in those sort of when. And I've not had that experience. So when I hear certain things like that, it's like, well, did you change history in your mind looking back and these are the reflection that you pieced together or did all of this occur during that. I mean, you're literally on the hood of a crumpled up car, you're bleeding and this is going through your head.

Yeah, no, all that happened. But to your point of, did some of it change? Yes, in a sense that when I experienced them, they were emotional sensations of those questions. It was like, for example, I remember having this, this, this, this mental thought and this physical thing of like, oh my God, I'm not ready to live life. I'm sorry not to, I'm not ready to die. It was like, you know, you brace before a car accident and the fear that shoots through you is really this question of, am I ready? Am I ready to go? Is this it? And the thought that comes beyond it on the second tier is, did I live? You know, so later on I did. Later on I put the questions to the emotional sensations when I smacked my head on the car as we started flipping in the air off this highway at 85 miles an hour. And I started seeing images of people I loved. As I was seeing those images, I felt the sense of regret. And it was this. It was an emotional sensation. And what that regret really was and in reflection later on was I was thinking about, did I love, you know, did I love these people enough? They're going to miss me, I'm going to miss them. And then when I hit the ground, and then I was, you know, got knocked out. When I come to Kevin, who was driving the car, my friend, he managed to get himself outside the driver's side window. I can't get up my side because the window frame, everything smashed out on top of me. So I pull myself out through the front of this car, which there's. The windshield's a couple inches high. Now the whole car is crumpled down on top of me. And when I pull up out of this thing, I end up standing up on the hood, blood everywhere. And that was the one question I did ask. When I remember looking down, I felt life draining away. I just thought, did I matter? I mean, it was literally in my head, that question. So I think the first two questions, like full disclosure. Yeah, I think that they were later on I put the conceptual understanding what was going in my body and I put it into words of did I live and did I love and did it matter?

Do you what, you know, what are your thoughts on why does it usually take some hitting bottom, some near death experience, some complete upheaval of life, a divorce, a disease, a losing of something, you know, because much of stuff that are breakthroughs don't come out of someone gaining or inspirational moments. They come out of tragedy, they come out of loss, they come out of near death. I mean, why?

You know, that's a great question. I think at the end of the day, we take things for granted. That's it. I mean, I think we're an incredibly blessed species. I think we live in a time that is so abundant and so opulent and so incredible that no previous generation could possibly fathom what we currently have. But we're all so busy with our day planners and our to do lists and our checklists, humming through the busyness of life, that sometimes bam, it's something that interrupts that, that makes us look around and go, oh my God, what am I about? What am I for? What do I care about? You know, I've just been running along. And often too, as you develop more success and more skills, you know, success and skills also lead to deep ruts, routine. And sometimes something bumps you out of that rut and out of that routine. And now you're up on the edges and you can kind of look around and get perspective and realize what's important and where you've been. And it's just those times don't have to come from tragedy. Those times usually come from perspective. That perspective can be gifted to you either by an awakening you have sitting on top of a mountain just reflecting about your life. The challenge is most people don't reflect about their life unless something causes the reflection.

So you make it a daily practice. Well, maybe not daily, but you make it a regular practice.

Yeah, I mean, good, good insight. You can go through a car accident that's forced upon you, or you could go to Lifebook and it's a situation that makes you purposely reflect. There's nothing in the magic of one or the other. It's just that that occasion of forcing the reflection. Most people, the reflection is forced on by tragedy. Some people it's by triumph. But ultimately, if it's by choice, then you end up getting in a place where you start making real decisions about what your life is going to be about. And that's where transformation comes from.

Gotcha. Okay, so what ended up leading you down the path of where you are now? So you started, I mean, it sounds a lot of ways like you accidentally figured out that people are willing to pay for knowledge while you're working a regular job, job in corporate America. And you like, wow, you made this sort of discovery, so you pursued this space. And so talk a little bit about where that's taking you. I mean, what ended up happening when you wrote a book? Because what I really want to do for the purpose of our listeners is one of the things me and Dean constantly talk about. And maybe there will be a follow up interview with me, you and Dean, or maybe you and Dean at some point because you got a lot of cool stuff going on. And I will say that if this is your first introduction to Brendan, I mean this guy has very expansive knowledge about a lot of business building things. Our listeners, we constantly talk about education based marketing, about getting your message out there and your book after life's golden ticket Was the millionaire messenger. What does that even mean?

Yeah, well, the millionaire messenger is that we all have a message that we're trying to convey. Making us messenger, you might be conveying a message about your business or about your life or about certain thing that you want people to know about. And my argument is that we can all become, literally, I believe everyone can become a millionaire by offering advice, guidance and information to the world in one of the five main modalities that we teach, you know, in the information business, which is, you know, books, seminars, speeches, online courses, online products, online marketing, coaching, or consulting that there's millions to be made based on what you already know or what you could go quickly learn, synthesize, summarize, and share with others. And so that's what that book is about. It teaches people how to find their area of expertise, how to position themselves as experts, how to package their knowledge and content up, how to do promotions, how to partner with others to get the message out in a bigger way and grow revenue and make it more of a difference. But the journey is kind of, well, Student Leadership Guide was like this happy success. Life's golden ticket, I felt at the time was like my big life's mission was to share this story. It's a parable about a man who goes through a dramatic life transformation in his life and is forced on this journey through this abandoned amusement park to face parts of his life he never wanted to face and make a new choice for himself. And I wanted to get that book out to the world. And in some ways it really succeeded. In other ways it didn't. What it taught me was I didn't really know marketing because at the same time that was going on, I did my first big live seminar event, was waiting for Life School ticket to come out, and I did a seminar event for college kids down at Walt Disney World Resort. And long story short was someone at that seminar filed a frivolous lawsuit afterwards claiming that they got hurt in my event. You know, 19 people assigned affidavits. This person never got hurt. You know, they volunteered, matter of fact, all weekend, no problem, no complaint, Went back home and figured they could get some workman's comp from their university and take advantage of the situation, which they did. And I knew to ensure the event. I didn't know to insure the event the days before the event and after the event called load in and load out days. And so I got my shirt taken. And in that process, I went broke. I literally went into bankruptcy. I had to move out of my small apartment in San Francisco into a small apartment with my then girlfriend who now is my wife. And I at one point did the one thing that I think everyone does when a major transformation in their life changes is that they do get hungry for something more and they get a greater level of ambition into their life to be something and do something. And my moment came when one night I'm trying to learn how to do online marketing because what happened was, you know, I wanted to fill more seminars and I need to make some money quick. And I said, well, I hear about this, online marketing can help. So I'm studying online marketing on my computer in my girlfriend's bedroom in this tiny apartment and I'm teaching myself to code at the same time, HTML. And I'm working really hard at this, you know, way crazy hours, trying to figure it out, trying to turn everything around. And one night Denise comes into the bedroom, you know, it's very late and she comes in, she's trying not to disturb me, you know, as I'm working at this stuff. And she comes to the bedroom, kiss goodnight, walks around the bed and she goes to get under the covers. Well, the apartment was so small and I was working off a three legged little stool that she goes to crawl under the bed and all of my papers were on the bed spread, including all my bills from this bankruptcy. And she's crawling on the bed and I just, whatever it was, I look over and I see, you know, my lady sleeping under the weight of my own bills. And I was like, never again. No, I, I have to fix this situation. Here's my woman trying not to disturb my bills. And it's my bills that are causing this problem. In this situation I'm in, I'm going to learn about money. I'm going to learn how people make money. I had to make $33,000 in a month in order to be able to pay off the lawyers and just keep things afloat. I had no idea how people make $33,000 a month. I was like, how do people do that? So I started sort of really investigating this industry to say, how are people doing it? I mean, how you hear about these millionaires in information marketing, how do they become a millionaire?

How?

Like tell me where the money comes from, tell me how many sales sell in, what and how do you do it? And so I start studying everybody's business and paying attention to how they're doing this, interviewing a ton of people, getting into the numbers and I realized I could do it, I could really do it. And I could do it in a different way that also share my message with the world. So everything I ever talk about, this interview, every interview I ever do, all the books I write, at the core of that in there is always the emotional transformation I'm trying to get from the reader or share with people. I'm being blessed to be listened to of did I live and did I love and did I matter? And so all my marketing between those two books completely changed life. Skull and Ticket came out, did pretty well, but it took a long ramp up time. I didn't know exactly what I was doing. And then in the four and a half years between life, school and Ticket and Millionaire messenger learned how to launch Millionaire, Write Millionaire messenger in three and a half weeks, get it up online in a week and a half, get partners for it. And from the time I came up with the idea of the book to the time it was number one on the New York Times and number one on Amazon, number one on Barnes & Noble, number one on USA Today was 11 weeks total. And that's what happens when you figure things out and you get really hungry to figure things out. And it's not like, oh, I might go dabble, it's like, no, I'm really going to get into this, I'm going to figure it out. I mean, I'm getting my fingers dirty, I'm going to pull up in the hood, I'm going to really learn how this engine runs. And that's the day that transformation happens in people's business. They got to get serious about the money, the revenue generation and the purpose of why they're doing.

It. Yeah, and that's where people that don't do well are not willing to invest the time. Maybe they don't have the marketing stamina, maybe they undervalue marketing. But you know, you are a marketer and you're. There's a lot of things I'm going to ask you about too. And I want you to be thinking about, for instance, you know, what if someone is shy and doesn't feel comfortable getting up on stage? How do they get messages out or should they even look at it? What if they don't feel they can write? What if they don't feel their articulate at all? You know, can they still, you know, make money with messages? You know, I mean, the things that are probably going through a lot of people's heads, you know, so think about that. What I do want to like how important is marketing? I mean, you are, I would consider you a superb marketer. You understand psychology, you teach it is much of what it is you do. You teach leadership. I mean you teach a lot, a lot of things related to success in the experts face. And since I love marketing is all about mostly marketing, we're just really trying as much as we can. And I say we, me and Dean, to get people to really put emphasis on this area because I think without it, you're kind of screwed unless you're.

Lucky. Yeah, I think marketing is, it isn't the most important part of the business. It is the business period. There is no business without marketing. There isn't because no one's coming in the door, no one's buying. And the only thing getting them to come in the door is marketing. And I think it's the most important thing. We are so blessed today that the entire modality of marketing has changed in the last five years so totally and completely and comprehensively that the tools available for marketing are now free, easy, cheap, available to the world and anybody can use them. A lot of people fear marketing because of two reasons in my mind. One, they fear it because they say, well, I am not quote unquote a salesperson. And the other reason is the tech. They say, I don't know how to do it. Especially in the online marketing days, which all marketing today that's decent and can prove high conversions happen online. It's why all ad budgets are moving to online. It's why all major campaigns in any area in any business in the world has gone online and will continue to go even more and more online. And so let's deal with the tech first. People always say, well, the tech is hard. Look, if you can use Facebook and Twitter, then you know enough tech to do anything you would ever want to do online. Because all the tools for marketing today online, all of them have been built on the idea that the user should be able to go in and enter a field or select a button or do something and then hit publish. So if you can fill in the blanks, you can mark it on anything I do, you know, large scale, multi million dollar online launches. It requires me to go upload image from the banner of my page, upload video for where I want the video to be, type in your Facebook name for the comments box to appear below. Publish. Now I just gotta get people on that site.

Right? Well, how does that. Well then again, I'm playing devil's advocate here. So someone wants to, you know, build a website. They don't know how to build a website. What do you mean? Just hit publish and that's.

It. It's like the world, all the tools have become like a blog. So all the marketing tools to build anything, like to build a marketing sequence, right? You have to hire a web designer. $25,000 to build you that. Now you sign up for something like optimized press for $95, not $95 a month, $95. Once. It's a WordPress theme. You go in, you type in your headline, you upload the image for the banner, you upload the video, you tell them your Facebook account. Or if you tell them you want, what kind of comments do you want? What kind of button do you want to appear for? The buy now. If you have a buy now and then you literally click a button that says publish and it goes live on the Internet. It's there. It's like crazy. That was even available. Another great example. I'll give you one that people are really scared of right now. It's brand new. It's a big deal. One year ago next month, I launched Total Product Blueprint. It did $4.1 million in 15 days. An online launch. Huge. Huge, right? I mean, God, for those who don't know me, I'm from a really small town in Montana. My parents, working full time between the two of them never earned $40,000. And so when I throw out these big numbers of millions, believe me, I am grateful for them. And they also, like, are shock and awe numbers to me. But that's what's possible today. Anyway, I did a live webcast at the end of that thing a year ago. Okay. With the technology in which I'm at my studio pointing a camera at me, feeding it into a computer, going up the Internet and broadcasting live to anyone who wanted to watch it on the page with, you know, chat roll beneath that, people could fill it out. That campaign was a four hour thing that I did that cost, that cost $15,000 to pull that off. Last month I did the same thing. Same volume, same number of people looking at it. Everything cost me 50.

Bucks.

Wow. Went in a span of 12 months from 15 grand to 50 bucks. That's how fast technology bucks. That's how fast technology is changing and how simple. And I said it the first time. It said hours and hours and hours to set it up. And we had to make this, talk to this. And it was so hard this time. It was literally clicking like five buttons. It was so fast. It was like, oh my God, the world is advancing so fast. And we just met with the CEO of YouTube today. As you know, and he was even talking about live streaming. You know, the Olympics. And YouTube is going to make it ubiquitous to do live streaming in the next couple years. You will not even. It would be so easy. It'll be as easy as uploading a thing to YouTube. And so the technology is there. The other part that scares people say, well, I'm not a salesperson. And I say, great, good, because salespeople suck. Online salespeople. If you define yourself as a salesperson solely, you will never be a great marketer. And any great marketer who honestly considers themselves a marketer is also missing a piece of the boat in that your identity, if you see yourself solely as a marketer, no matter how you define it, is limiting yourself and limiting your identity. You should see yourself, let's say, as, for example, right? In my industry, in the experts industry, the how to advice category, I say you're an expert. You're. If you don't. If that's too big of a word to bite off for people, I say, look, you're a trainer. All of my marketing, 100% of my marketing is training. I put up a video. I'm going to teach you these five things, how to do this, and then I train them on it. Even my sales video that converts, you know, crazy, my sales leader says, hey, in this video, I'm going to teach you the things you need to know to succeed in this. I have a program for that. If it can help you, great. If not, still watch this video. So you know all the elements of the things you will need to know. Whether you learn from me or anyone else, at least you'll know what you need to know. And then I just train them on what my product will train them on. Right? I'm just a trainer. I'm a communicator. And I think it's important that people don't see themselves boxed into a thing that most people wouldn't want to raise their hand and say, yeah, yeah, Mom, I'm a salesperson. And by the way, I have no problem with sales. You did a great thing. I hope everyone watches it. And Google's Joe, he did a YouTube video called is Sales.

Evil? Is selling.

Evil? Is selling evil? Absolutely. Watch that, because I think you do a great job of redefining the word selling. And ultimately it's adding value to people, and it's giving people something that supports them and serves them. And if you make a profit on it, great. And so I think there's a way to look at it so that you don't feel like that smarmy salesperson that everyone is so scared of being. You know what? Be a great trainer, educator, visionary, connector person who adds value to people. And if that's how you have to define being, quote, unquote, a salesperson, then good for you. But get over it. I mean, that's why your video is so dang good. It's like, dude, get over it. Here's what selling is and why it's good. And the only thing, the only reason we're doing this interview is because someone sold us this laptop and this microphone. And it's a great thing. And I love how you define that. I think people need to look at their business and say, boy, what would happen to my business if I didn't have the opportunity to enroll people and get more people to buy this? You'd be.

Dead. Yeah, well, you know what? I do like the distinction that you actually make too. Because if someone thinks that they have to be front of someone in order to make something happen, then one of the aspects of marketing, at least the type of marketing that we teach, because you can, you know, there's probably a million different ways that someone can define marketing, you know, And I don't teach, you know, name recognition or brand building for the sake of just getting your name out there. I mean, we use direct response, copy intensive. Specific offers speak to the benefits of what's, you know, I mean, we use compelling language, we create senses of urgency and all of those sort of elements. And if someone only thinks that the way that they can do something is they have to be face to face or on the phone or whatever. They don't see the can and clone aspects, the leverageability, you know, like you're, you know, one of the things you're talking about today at YouTube was, you know, you're a video marketer. I mean, you have made a tremendous amount of impact in the world and your videos have been viewed by, you know, it's probably in the millions now in terms of views of all your stuff. And you, you shoot that video once, but it could be watched over and over and over and over again. But a salesperson might like, well, you know, I can't do a video. Oh, okay, so you're going to go and do sales calls for the next year, but you're never going to record this. Yeah. Or, you know, like your, your millionaire messenger, everyone's got a story. I mean, you know, you're talking about you got in a car accident and you pulled life lessons and quote, unquote, knowledge wisdom out of this. And you documented it and you started offering it to people. But it's not just as easy as, like, write a.

Book.

Right. You know, the writing the book is only one thing. And that's what, you know, like, one of. One of the things that me and Dean said before we started, I love marketing, was we, you know, we had a conversation about, let's create a deeper meaning to what marketing even is. Let's bring some respectability to this. Because the best craftsman in the world, the most caring person in the world, that alone doesn't make you rich. That alone sometimes doesn't even make you any money, let alone make you rich. It's not until you can persuade, until you can influence, until you can inspire. Talk about that. Because you think about it a lot. You share, you know, I mean, you train people. Yeah. How to do this. And every single person listening to us right now, if they could add even a 5% increase to everything that they say, write, record, from this point on, if they made it 5% more enthusiastic, more inspirational, more impactful, more engaging, their entire lives would.

Change. Yeah. Yeah, I think that's true. I think, you know, in order to succeed more, we have to demand more of ourselves. Our natural way of.

Being.

Is. It's so important to tap into that and be authentic with it. And in order to grow, the only thing that makes us grow is challenge. And we've got to challenge ourselves to push farther than we usually do. And there's no place more than marketing in that. Because what most people do is they'll say, oh, let's pop on the line. And, you know, we'll just kind of blah, blah, blah, blah, blah. And they won't demand themselves to get into a positive state. They won't demand themselves to ask the more intelligent question of how can we do this and do it in a way that inspires more people? How can we do this in a way that demonstrates leadership? How can we do this in a way that helps people believe that they're involved in a movement, that they're involved in something important, that this isn't just some little quick, cool, fun thing to share with their friends, but rather, this thing is a significant effort going on that they need to get behind, believe in support, and do it now. And so. Right. Can you. Could I sell my seminar ticket by just saying, here's all the things you're going to learn? Yep. But I'm going to take another step and say, here's all the things you're going to become when you do this. Here's all the opportunities you're going to have that you never had before when you do this. And I start painting a picture of a world in which they have more influence. And, you know, we were talking about it today, and I share this a lot with people, is that so much part of your life as a marketer is to raise people's levels of ambition, right? Get them to see themselves at a higher state in life in which they would need your products or service, or how they could, by having your products and service now operate at a higher state in life. And it's about painting that picture and about imbuing the ambition in them not to falsely raise their hype energy levels, you know, so they can be, you know, buy more stuff. Yeah, of course you want that to be an outcome as a marketer. However, the magic is when they are truly moved to actually become a better person because you marketed to them. And that's a big, bold statement to say, but that's how I think about my. So when I do a marketing message, I say, oh, that's pretty good. But will this move the needle in actually making this person more effective, more happy, more personable, more likely to chase their dreams, more likely to accomplish their dreams, more likely to give to others? Is my marketing message actually adding to the world or just being another salesy message? And I think that's the differentiation of what I call leadership marketing position, which is when your marketing position isn't just here's my stuff, it's follow me soon as you get there, it's a whole different world. And most people are just trying to sell the product or service based on what they were taught, benefits and features. I say you're not even selling a product. You're selling an entirely different modality of living in which that person getting your stuff is a better person or equipped to be a better person or equipped to give more. And you know, the easel devil's advocate is, okay, I'm selling this, you know, spatula, dude. Okay, this sounds really great. Tell me why this helps me selling a spatula. And the answer is, are you selling the spatula? Are you selling the family dinner at Thanksgiving around the spatula? See, I'm selling Thanksgiving dinner, you're selling the spatula. That's why I win. I'm selling something bigger than the thing itself because people want to think of themselves bigger. People want to be part of something bigger. So give them that in your marketing. When you see my marketing for my events, you think you've just Tapped into a great hidden unknown about the economy. You never even knew this world existed. And you're like, oh my gosh, I want to be part of that world. That's very different than saying you're going to learn A, B and C. It's exciting, it's exhilarating. I want to be part of that. And I think that's important that we do that today because that's what it takes to stand out. But also I think we should all be raising people's levels of ambitions and standards in what we.

Do. Oh yeah, yeah. I mean, it just makes it that much more enjoyable. I mean, David Ogilvie, the late day that Ogilvy had a great line where he's like, you cannot bore people into.

Buying. Yeah, right. Enthusiasm sells, right? The oldest statement in the book.

About, well, yeah, my buddy Dave Kekich has his Kekich credos. And one of them is enthusiasm covers many deficiencies. And if you are actually, if you have your act totally together, like you really are a great service provider, you really have a great product, I mean, you really care, but you have no enthusiasm. Someone that has a shoddy product, doesn't really care at all, but just has more enthusiasm actually has an advantage over.

You.

Right. And that's the hardest thing for some people to stomach is like, but I'm really good, I really care. Well, okay, great. But does the person you're attempting to enroll or buy into what it is you're offering, do they feel that? Because if you're not evoking that emotion, if you're not getting them intellectually and emotionally engaged, no.

Deal.

Right. You don't win the.

Game. Right. It's very true. And there are so many ways to do your. What makes marketing messages over the course of a campaign effective? And before I get that answer is the word is campaign. I mean, the million dollar insight in marketing that I got that changed my whole game was the difference between a promotion and, and a campaign that changed everything. A promotion.

Is. Explain.

Explain. A promotion is I send out a postcard to all these people to give them this action to go do and buy. That's a promotion. I'm promoting. A one time thing to do. A campaign is a series of promotions that leads to a desired end behavior. And so what you do is you string together a series of promotions that all start different conversations and start and raise different levels of ambition in the consumer so that by the time you ask them to do something, they're like, whoa. You know, in online marketing, that's you know, Jeff Walker's product launch formula, you give them three videos that add tons of value to them, paints a picture of a whole new world, tells them what they could be, what they could participate in, what they could have, do, contribute. And then the last sales video finally says, now, if you like that free stuff, I got this program over here that you can buy. And here's what it does. But it adds value first, then makes the offer. That's a campaign. Most people are just asking for the sale, right? And I go, don't, you know, don't ask for the sale. Don't, don't. Just, you know, don't go for the makeout session or, you know, sleepover on the first date, you.

Know. Well, you know, in a lot of ways, I guess you can look at. I love marketing as an ongoing campaign because every week we're just giving people tons of advice for.

Free. Yeah, that's.

Right. We're not asking them to buy anything. Will we like it if they do? Of.

Course. Yeah. You're adding a ton of value to people, and that's ultimately what it's about. And so I learned that a campaign is everything. And what makes it a campaign effective is messaging. And messaging is a lot of people say, oh, my gosh, you know, Brendan, he's such a great marketer because he's so loud and crazy and what a weird guy. I'm like, yeah, I'm excited about. I genuinely enjoy what I.

Do. I mean, well, you know what, it actually is kind of funny people, you know, because people know we're friends and stuff, and I'll be at one of your events speaking, or you'll be at one of mine or whatever. And people unlike you, I'm actually very approachable. You know, I don't go and hide and have bodyguards and that, you know, try to keep me from my audience. And so, you know, I actually got to interact with people. I'm not at the ego level that you. I'm totally kidding. Reddit is actually very much cares about his, his clients and participants. Although you do seclude yourself. Let's not kid anyone.

Here. So the production of my voice. No, I.

Know. Actually it is. Because you, you, you know, you actually do create quite a fan fair. You know, basically, I'm trying, I'm even forgetting what the hell I was going to say. Can.

You. I was telling how crazy I was and you said you, you know.

People. No, no. Okay. So I know. It was. So people, like, come to me and they'll be like, is he you know, is, this is a show. And I'm like, he's really like this all the time. And I'll call you in the morning. You're like, what's up? And I'm like, God, you ever, like, what? You know, you need to be a genetic freak in order to, like, have this level of energy. But the point is, is that's what you've trained yourself to do and you've developed this. And frankly, I think that has a lot to do with your success and your effectiveness because your clients love.

You. Yeah, well, we find out it's smart people find out what they truly enjoy in life, and they do that and they find out how they want to feel, and they cultivate that. Like, you are like the world's greatest jokester and prankster. You found out, like, that brings me joy. So you do it all the time, which is great. And it's one of the reasons you're successful. It's like, if we find them, if we find a thing that we do that brings us joy, why not do it consistently? And even sometimes when we're. I mean, there's times I've been with you, you know, you're wiped out and you're tired, but you'll still find a way to make something funny, to re engage yourself and re engage others. That's. That's a choice. And now it's conditioning. It was a choice first, it was a commitment second, and then it became consistency third, and now it's conditioned fourth. You know, it builds along the way. And so I think, you know, yeah, I'm crazy and I have fun at it, but it's not my enthusiasm that actually wins the day. It's the messaging in that I got. When I was studying leadership in college, I remember reading something that was very, very interesting to me. So I studied how the great leaders in history communicated. And I came across this study that they did that they. They went out and they interviewed. They basically did a historical analysis and a live culture analysis in which they discovered what were the values that every culture in human history had and have that across all cultures did not matter. The culture did not matter. The period in time that every culture in history valued these things. And I remember seeing that list and I thought, oh my God, if that's what everyone values, and I could speak to that in some way, I will always connect with humanity. And so I learned those things. I memorize them to this day. And here's what every single culture in the world has always valued. Love, truth, fairness, freedom, unity, Tolerance, respect, and responsibility. Those.

Things. You really do have this memorized. So I'm sitting here and you. That's pretty.

Good. Yeah. No, I mean, I was 20 years old. I'm like, the keys to life right there in a little study. I'm like, unbelievable. That's what people value. So throughout all of my messaging and my campaign, I'm going to touch on each of those about how being a part of what I do or being taking advantage of becoming a messenger or an expert, that you will have the ability to move people, that you ought to be able to be more transparent, that you have the ability to take responsibility for your life and your choices, to imbue upon other people, you know, more respect, be a role model. All these things that ultimately all illustrate those values in one way or another. And it's always been part of my brand since I was 20 years old when I learned that, because I thought that's what I want to stand for. Those are things, you know, it's hard to argue against any of those. It's like, I'm against fairness. But soon as you bring up fairness, everyone will rally around that flag all day long. Because when something is unfair, they will be pissed and they will fight for it. And so find things that people will fight for. What they will fight for are those things. Find things that will mobilize people, get them caused into a movement and aim them to achieve more of those things. Like, to expose truth is something everyone wants to be a part of. To give and to give more tolerance and respect. Everybody wants. I mean, not the right wing, but most people really want. But, you know, everybody truly, genuinely wants those things. So make that part of what you do and see yourself not as a marketer, but as a motivator of human beings. And when you see yourself as a motivator of human beings, you tap into what is it that drives them, what is it that makes them feel fulfilled? What is it that makes them sense that they're a part of something important?

Right. No, I love it. Okay, so here's what I'd like to do. We shot a video right outside of YouTube, and it was going to be like a setup for this interview. And I said, you know, you're going to learn how to do video marketing from Brendan and you and talk about how you do that. So I have to ask you that question. I mean, as much as we can cover in a short period of time, what are some tips and suggestions? Because you are really good at putting together video quickly, getting it out there and Persuading people to follow you, to buy from you, to, you know, come to your events, that sort of.

Stuff. That's.

Great. What are some.

Tips? Tips? I'll give some performance tips and then some practical what to say tips. Performance tips. The day changed in my life when I realized in real conversations like this interview right here, this is all one take. I realized when I was on stages speaking, that was one take. Seminars, one take. When you're meeting with people, you get one take. You don't get to go, oh, wait, I'm sorry I said that. Could I start over? What happens to people where they get messed up doing video when they're trying to do it is their mind is giving them permission to screw up because they say, ah, we'll just edit that out. And I realized my mind was giving me a self fulfilling prophecy. It was saying, don't worry, you can mess this word up. You can cut it out later. Oh, just stop this. And I found myself stopping and starting, stopping and starting. Anyone who hates doing video hates it because they have to stop and start, stop and start. And I realized when you're on stage, you don't get that. So I started looking at the lens like my seminar attendees or like I was a speech or like I was in meeting. The way the general metaphor I use is look at the lens like it's your buddy at a barbecue. When your buddy at a barbecue comes over and you're talking to him, you don't talk to them, they go, oh, wait, you know that sentence I just said, let's cut that out and start.

Over. You just talk.

Right? And so I said, I'm gonna do all my videos one take wonders. And I'm gonna look at the lens like it's my buddy at a barbecue. And another trick is to speak not to the lens through the lens, speak, look at the lens, but speak as if you're trying to project to the wall behind that. Because the louder you speak, the more articulate you become, believe it or not, because it slows down your speech pattern, gives you one extra or two extra couple milliseconds to come up with your thought. And so speaking louder allows you to come up with just a few more seconds of thought and you get it out there. It also projects better on video on the other side. Nothing worse than whispering video. Okay, so speak loud. Project through the camera like I'm talking right now, right through this camera, right? Actually watch any of my videos, go to expertsacademy.com and you'll see me go, hey, Everybody, it's Brendon Burchard. It's almost the level. It sounds like I'm screaming. I'm not, but I'm speaking through the camera as a friend. That's really important. Another thing that makes videos personable, you're talking to person at your barbecue. Second is a level of. A level of occasion. I want you to speak like this is an important occasion for them. Not just like, hey, everybody. Just like, hey, everybody, it's Brendan. Like, I want them to know this is important. Pay attention. This could transform your life. Third, I always teach frameworks. The one reason I'm here isn't the enthusiasm. It's the frameworks. Always structure your content so that there's, you know, you're going to. I'm going to teach you five things in this video. There's going to be six things you're going to learn. I'm going to teach you four parts of this. I'm going to teach you phase one of that. Phase two of this, I'm going to teach you the seven habits of this. I mean, so break it down so that they know what's coming. And you go, 1, 2, 3, 4, 5, 6, 7. So they actually feel like they learned something if you just talk. They don't. They're like. Like this interview would be better if we told them specific questions we were going to answer and then we taught like a framework in terms of how they would. The takeaways. Then they'd write down 1 through 10, and in their notepad they'd have 1 through 10. And when people have 1 through 10 on their notepads, they feel like they learned a.

Lot. Well, I mean. But honestly, this interview would have been better if I was interviewing Frank.

Kern. Totally.

True. No, we actually.

Just. So pick your.

Subject. No, we just interviewed Frank and Evan recently, too, which is funny because you're friends with all these.

Goofballs. Yeah, but so there it is. I mean, at the end of.

The day, no, that's actually, that is really, really good advice. That what you just said, that alone is worth people listening to this interview. Because I know there's many people that. That has freed them from, you know, getting this shit right and even doing.

It. So teach five things. And then last piece is end your videos, your audios, your speeches, your seminars, your coaching sessions, your live meetings, whatever you end always ended on the crescendo, on the high note. And when you do that, you know, it's that psychology of relevancy. People remember the last 30 seconds more than they remember the last 10 minutes. And so you want to end your videos with an emotional charge to them no matter what you're teaching. And they will always want to come back for it. So watch my videos at the end, you see me ramping up about 30 seconds out every time. Build, build, build, Bam. This thing's over and it leaves you. Like that's why people go, man, is there another one I can watch? They want to watch right now because they're on such a good emotional.

Place. That's great. That's good. Okay, so, so this is good because I'm just going to leave it. So if we do a follow up with you, we'll have more to talk about because I think we're.

Done.

Cool. Kidding. I'm kidding. No. So your book, your next book, which is going to be coming out real darn soon, by the time we're actually going to put this interview out. What's it.

Called? What's it about? The book is called the activating the 10 human drives that make you feel alive. And it's a book that kind of changes the conversation about human ambition and achievement today in that we all have now, in an abundant society, we all have what we need to be happy, productive and fulfilled. But most people feel kind of restless right now and like there is something more, but they're not sure what to grasp it or where it is. And the challenge is we've all been taught to do activate our human needs. Like if we follow Abraham Maslow's hierarchy of needs, we've all been taught as a culture, do what you need and you'll be happy. Well, we have so much choice today. No one does what they need. They do what they want. And in a society where we have more choice, what is it that actually activates us? What is it today that makes us feel more motivated, more productive, more confident and more fulfilled? And it's very different than what it was 10 years ago or 30 years ago because society's abundance and definitions have changed and so has we. And so here's the thing is there's 10 human drives that make us feel alive. There's baseline drives that are basic biological automatic needs and responses. Then there's the forward drives, the things that advance us in life that make us feel really alive. They're not as easy though. They actually challenge us. They push us a little further. For example, challenge is one of them. You want to feel alive. One of the reasons most people don't feel fully engaged in their life is they're not challenging Appropriately. If they were challenged appropriately, they'd find moments of flow and they'd find moments in which they are totally engaged with their doing. All sense of time loses and they get excited about something. But most people, they're scared to take on more challenges because their plate is full, but their plate is full with meaningless things. But if their plate was full with meaningful things, they would be more engaged. And the way to do that is put a bigger challenge on people. And then another thing is creative expression. How much are you creating and expressing yourself in a way that allows you to feel fully expressed in life? Because if you don't, you feel suppressed. And feeling suppressed leads depressed. And so we got to figure out what are the things that are going to actually make you feel creatively expressed in your life. Contribution is a big one. We all know that. But there's five parts of a contribution. Feeling like a contribution. You met volunteers who are unhappy, right? So giving is not the answer to feeling like you're contributing. There are things you have to do to feel an internal sense of contribution, fulfillment. We talk about those in the book. So the book, I think, is really going to change the conversation because most people actually don't know what drives them. But more importantly, even if they know it's a drive, they're probably mis activating that drive. Most people know control. We all want control. It's a human drive to have more control or certainty about our days. But the more that we seek to have that, the less happy we end up being. It's almost counterintuitive. So if you're going to control anything in your life, what should you actually control? To feel more alive, fulfilled and happy. That's the type of stuff that's in the.

Book. That is awesome. Yeah, that's pretty good. Well, what I'd like to do is out of all the things that you have and that you've developed, even talk about the.

Association. Oh, yeah, you know, just one of those things. You, you know, at some point, you realize where you can give back to what you've been given. But you also, you. You realize at some point in your life that you should help a lot of other people. And what I realized was Experts Academy is thousands of dollars. Most people can't afford to go there. And I thought, why can't we just give away free information in this industry? So the people who want to learn how to be an author, speaker, coach, seminar leader, online marketer, or trainer can become that. So I put together the Experts Industry Association. You're on the board we have a lot of people who really stepped up and became founders of this program with us. Jack Canfield, David Bach. Amen, Frank. I mean the list goes on and on and on. There's you know, 20 some people who really stepped up, leaders in the field who said let's teach this some, let's teach some stuff for free. And people really rallied around it. So we started the Experts Industry association and I think it's going to be a very, very, very welcome thing to the industry so that people can learn how to do all this for.

Free. Cool, cool. And with, you know, you're actually going to be speaking at one of my 25k annual events. You actually are in 25k which, thank you very much and you're awesome. And all of your events which I've been to many are very, very good. Highly, highly recommend to our listeners that if you want real immersion and real training in a very short, condensed, very high energy, you know, you're not going to get much sleep but you'll walk out of there learning how to be better. And you've created some world class experts. Now you've taken people that were already extraordinarily skilled and many New York Times best selling authors already and you actually taught them how to be infinitely better, more profitable, et cetera, et cetera. So we are doing an event in August that you're going to be at, that's August 8th and 9th in New York City. If people want info on that, just contact my office at Piranha Marketing. Find that@my joepolish.com phone number and all that jazz. But basically I want to ask you where's the best place for people to start with you read your books? What do you recommend? Videos.

Online? Yeah, I'll give them my books and we're friends so I'll give out my free sites. So if you want to learn about Experts Academy and this idea, become a highly paid expert on author, speaker, coach, seminar leader, online marketer. Go to millionairmessenger.com which is the book site, but go to millionairmessenger.com free and you can get the book for free. You pay shipping and handling, but you get the book for free. My new book, which is more on the self help success genre but it's I think absolutely critical that every marketer read it because you finally understand the drives that actually drive people and how to activate them. That book is called the Charge. And so you can go to thechargebook.com free and you can also get that book there Free again, you pay, shipping and handling. This is the links I give to all my friends all the time. Like happy to send you a book. Just you pay the shipping to your house. So you go to those sites, you'll get that. And you also get some training videos along with that for free that go along with it. Full disclosure, at some point you'll get an offer from me sometime because you're subscribed to my list if you buy my book. But there it is, you can get a free book and I think it will really help people think through these concepts we talked about in the.

Interview. Okay, now you need to end this interview with some very enthusiastic sort of things so they just want to come back and listen to more. I love marketing.

Forever. Yeah, well, Joe Polish is.

Here. No, I mean that in and of itself should be enough, but usually it.

Isn'T. You know, I think at the end of the day, in all things in marketing and in all positioning your business, you know, I have this saying of never let your small business make you small minded. And there's a lot of people you're listening to this. You have the ability to absolutely change the world. You have the ability to start movements. You have the ability to grow your business by a factor of 10. You have the ability to give back to your community. You have the ability to take care of your family in ways you never imagined possible. All of doing that requires learning how to market a message. If you don't know how to market a message, whether it's a cause message or a business building message, then you cannot build what you want to build. You can't have the fulfillment that you really deserve in life by having a level of achievement that actually reached the masses. Now of course we can all sit here and bliss out and just decide to be happy. I believe in presence, I believe in gratitude and doing that. But I also believe that we were gifted with a prefrontal cortex to look into the future and to design the world better as we could see it. And I think it's part of all of our mission to do that. And you can't do that unless you can market a message. So that's why you got to keep listening to this type of programming. It's free. And you have the ability now to put these types of things into play, get better and better at marketing and make more of a.

Difference. Awesome. That was fantastic. Thank you very much, Brendan. Glad we had an opportunity to do this. We're going to do a follow up at some point with me, you and Dean. And on behalf of all of my listeners out there, sorry that Dean wasn't here because usually I like making fun of.

Him. That's all right. I got to talk.

More. Yes, exactly. And seriously, read Brendan's books. They're awesome. And for as far as content, there's very few people that give as much value and as much content in such a period of time. And I think you're a great model for people to look at who's doing it right that really does care about people, and I think you're way too damn enthusiastic. But that being said, the content is awesome. You really know your stuff, and you deserve all of the success you've created, because I know you've really put a lot of work into it. So thank you for sharing your wisdom. Really appreciate.

It. Thanks.