Every Business Needs a HERO - Pro Tip

Welcome back to the Magnetic Marketing saga. How do you change the attractive character? I think any kind of Internet business needs to know and to understand is how to create and develop your own attractive character. How is this going to work? Can we bring somebody else in? Is the community going to like them? Are they going to connect with them? Even though it's scary, it's important for us to open those things up and share with people because when they see that, that's what's going to get them to be interested enough to follow you. People don't connect today with brands, they connect with people. You're listening to Marketing Secrets with your host, Russell Brunson. Hey, this is Russell Brunson. Welcome back. Today we are talking about the Magnetic marketing challenge. And this is important because obviously we've done a lot of challenges in click funnels and Marketing Secrets and all our different businesses, but this one was different because one of the major goals of this challenge was to actually change the attractive character. And that's what I'm talking about today. Because when you hear the concept of attractive character, right, Because I talk about it in all three of my books, Dotcom secrets, expert secrets, traffic secrets, I always talk about having an attractive character and the pushback I give me as I see it, I see the DMs, I see the messages, see the post online, it's like, I don't want to be attractive character because I can never sell my business, right? That's what people always say. So often they don't become the attractive character and their business never gets to the spot where it can be sellable anyway. Especially in today's world. Like having attractive character is one of, if not the most important things that people don't connect today with brands, they connect with people. You ask my kids, like, what's the biggest drink in the world? Like, I don't know. And then Mike, who's the biggest YouTuber, they're like, Logan Paul. I'm like, what's his drink? Prime. Like they know instantly, right? Because they don't connect with prime, they connect with Logan. Fastest growing sports drink in history. That's the thing people understand. So having attractive characters, essential to be able to grow, to be able to connect people, to like traffic, ads, connections, selling all stuff is based on a character. So as you guys know, Dan Kennedy is the attractive character in that business. And it's interesting because when Dan sold the company, sold it to Bill Glazer and then Bill Glazer co branded together. So it was Dan and Bill. In fact, he Changed the name from, I think it was Kennedy in a circle of time. He changed it to Glazer Kennedy inner circle. It became gkic for all the old school people. Remember, it was gkic for a decade. After Bill sold it to another company. They actually, it was interesting. They actually tried to get rid of the attractive character. Like we don't need Dan, we have all the training. And they tried like almost snuff Dan out, which is weird. You cover the attractive character and sales went down. The company, the point where eventually I was able to buy it. Now when I bought it for me, obviously Dan is still the attractive character. But Dan also isn't going to do what I do as an attractive character, right. I'm on Facebook lives and podcasts and interviews and I'm traveling the world. I'm speaking at events. Like a lot of things I do that I'm not going to get Dan Kennedy to do as much as I wanted to. I tried to put in his contract he would not do TikTok ads. Like he just refused. I don't know why he did in the contract was willing to write a weekly fact. So we got those coming in almost as a TikTok ad. But he wasn't willing to do some things right. So initially when I bought the company, I kind of co branded me and Dan, right. Because we need somebody to be out in front. And so the first year of me owning Magnetic Marketing, you'll notice that I was on the sales videos and as I was doing it, the role I was taking was not of like a co branding. I was looking at it myself as I was the reporter. Let me tell you about Dan Kennedy. I'm the reporter. There's this guy, he's my mentor, he's my hero. He's Dan Kennedy, which he is, right. So I was reporting on him, bringing back the best stuff. Here's what I learned from Dan. Here's what Dan's doing. I brought him to funnel hacking live and I interviewed him and I let him be the star of the show. And for a year I did that. Right. So that way everyone in my world clickfunnels audience now became very familiar with Dan. They fell in love with him. You know, we've got five or six thousand people now on his newsletter. Like that first phase worked. But after a year into this business, I'm like, I can't keep being the attractive character for Click Funnels and like a kind of a partial attractive character for Magnetic Marketing. Like we need somebody who can, who can take that role, who can be the front of it, who can be running the events, who can be doing the mastermind groups, who can, like, who could do all those things, right? When I had my day with Dan Kennedy, when I had a chance to fly out to Cleveland and spend time with him in his home in the basement, that's one of the questions I asked him was like, I'm being stretched thin amongst all things I'm doing. And I was like, I need somebody who you think represents the face of magnetic marketing the best. Somebody who is a student who has done this. Ideally, someone who's done it both in the brick and mortar world, right. Because so much of magnetic marketing is. Was based off of brick and mortar companies. Right. But also someone who's done it on the online and info product world. And I asked Dan that, like, who is there somebody who, you know, could be that person? And it was cool because he wasn't like, well, here's five people you could pick from. He came back to me, said, there's one. He's like, the person I would recommend is Marty Ford. I'd met Marty once, I'd seen him, but I didn't really know much of his story. I'm like, well, tell me a story. He said, well, Marty had a music school like a brick and mortar physical location. People came and learned music from him, right? And when he learned about magnetic marketing, Dan Kennedy based marketing, he went and he blew up that school. Applying magnetic marketing to physical, like actual stores. Then he said he got so good at that. He said, I'm going to teach other music schools how to do the same thing. So he created information business and started teaching schools that.

My name is Marty Ford. I own brick and mortar music schools. I also coach music school owners around the world. I've been involved with Dan Kennedy and magnetic marketing since 2008. I found him through one of his books, which I think many of us do. That's really the way in. Dan Kennedy's just been awesome. He's been an amazing mentor and teacher.

And now the info business is, like I said, three times bigger than the other one.

Here's the big thing. Everybody at home, please take this to heart. The coaching business makes more income than.

All three schools combined because they've done both sides of it, right? He's a Dan Kennedy disciple like me, who, who followed him and said that he'd be the person who could kind of become the front of this. I messaged Marty. I was like, would you be interested? And luckily he said, yeah. He was honored. He loved to do it. And so we started kind of putting the pieces together. It started with funnel hacking Live me. Marty went to Dan Kennedy's hotel room, and we spent time kind of talking about householding would work the next level. For everything in this business, we need somebody who can be more of an active face of doing, like, doing online challenges.

It's an honor for me to be even in this discussion, so whatever you gentlemen need me for.

And so that was kind of game plan. Obviously, we still have. Dan is still the attractive character of the company. He's the core personality, right? His. His core teachings, trainings, frameworks, philosophy, everything that we're leveraging. But Marty, we want to transition to be the front. And so I thought the best way to start that is by doing a challenge. That way everybody in the community can be introduced to him. But at the same time, we don't want to lose. We don't want to lose Dan in the. In the equation, right? I've seen a lot of people who have, in fact, other people had bought Dan's company in the past. I've seen other people who've tried to do this. They try to take the guru out of it. They try to take that person out. And when they snuff out the voice that people are there to hear the. That's when things collapse. The vision I had as we were creating this is if you've ever been to Tony Robbins upw. Tony used to teach for four days, and the whole event was Tony teaching. Like four days of him getting you in state. You're jumping around, you do a bunch of stuff. Eventually, Tony's voice started going, you know, started losing his voice. That's why, you know, that's why Tony talks like this now. I got really excited, and then that made me more effective in business because he was doing so many events, his voice was having problems. Then Tony brought in someone named Joseph McClendon. Anyone who's ever been to UPW, you know, Joseph McLendon, he's kind of this sub attractive character, right? And Joseph now runs the days that Tony's not there. So Tony's there day one of three, and then Joseph McClendon teaches day two and four. But what's cool is that Joseph doesn't just get up there and like now start teaching Josephisms for the next, you know, the entire day. He's there to talk about, like, how he's applied Tony's principles. Then they push it back and they show videos of Tony. Tony goes and teaches it. Joseph comes back out, reinforces it and they keep doing that for the, for the other two days. And so like if we could do something like that, that would be the magic because I'm sure, yes, I could pay Dan. We could weave Dan into this challenge and be amazing. But like, I don't what's going to happen someday when Dan's done, when he retires or whatever. Like, we needed to figure out the model today so it could be sustainable over time. And so for the challenge, I made Marty the face of it. Marty was the face we talked about, like when people opted in that it had Marty's, you know, Marty, Dan Kenny's face on the registration page after people registered for the challenge. The on thank you page. We had an upsell for, for the no BS newsletter, right. For the Mifke. And so we had Marty actually do the one who was actually pitching that. Right. He said, you know, I'm excited to be spending time with you guys over the next five days. I'm going to Dan Kennedy students. I love them. I want to be your lead trainer over the next five days. And so I just wanted to say hi, by the way, this is why you need a newsletter. He was able to talk about what it's meant in his life, why it's so important and why they need to buy it. Right. So we were able to use him as an attractive character there. Then when the challenge actually started, again, Dan was not part of the challenge. Instead it was Marty teaching a principle or philosophy, showing how to apply it in his business. And then we pushed it to video of Dan from the past. Dan teaching one of his renegade millionaire seminars or one of his half day events or one of his super conference or info summits. Teaching the principal. We need it. And that's what we did for the five days. Back and forth and back and forth. Obviously for me, I was a little nervous because it's, it's different, right? Like, like, how's this going to work? We bring somebody else in? Is the community going to like them? Are they going to connect with them? Is he going to be able to sell at the end of it? Right. Help me welcome your host to the stage, Marty. For Marty sells people at his events, but he doesn't sell them the way that I like to sell, right. Like he, he had never done a challenge before. So we had to go back and sit down and with him spend time leading up to like teaching him. Here's the challenge framework. I had to teach him the perfect webinar, right? Because perfect webinar script is basically that's what the challenge funnel is, right? So I teach him like, like how to structure the content for day 1, 2, 3, 4, 5. Then we'll get to the, to the offer. How do you structure the pit, the stack and the clothes and like. And so we had to go through all that with him. And man, Marty's like a, an amazing student. He was studying, he was learning, he was like writing and rewriting and pitching and practicing and like, it was just awesome. And so when we got down to it and the challenge actually happened, he went in there and did an amazing job. You did great.

Welcome to Loom.

I was back there like, yeah, I'm not doing the stack. Something else is doing. They're killing it. You know, when all said and done, like it really matters in day is like, do people buy on day four? If they did, it worked. They didn't, Then something was wrong in the way. So this was kind of for Marty, this was basically trial run to see if he could actually do it right. And what's cool is that you went through the whole process just from the registration page, if you register. And on the thank you page, we had the Mifkey offer that pushed people into no BS newsletter. I think we had 600 people the side of the newsletter, which was a huge win. Adding 600 people to continuity before the challenge even started is always a big win, right? And then we did the challenge day one, day two, day three, and then day number four is where Marty had the first, his first chance, the first time ever doing the stack and the clothes, which again, if you've been in my world, you said the perfect webinar. It's the secret. It's. It's the most powerful thing I can teach about a closed sales to the masses is the stack and the clothes. And he executed it flawlessly. You always give Marty a huge round of applause. And we saw the sales start flying in that day. Next night, the next day he did kind of a repitch, which was great as well. And then we watched over the next 48 hours before we, as we did the cart close down sequence and sales kept coming in for the thousand dollar offer that we made at the end of it. When all said and done, over a quarter million dollars of sales, over $250,000 we made from the pitch that Marty did during the challenge. And so it was fun. Now obviously I could spend this podcast talking about challenge structure and format, but that's not the point of this, right? This was us saying, okay, we need to do something to Bring in another attractive care. Someone who in five years now, 10 years from now that the community can connect with, they can understand. So many people, especially people in the past who bought Dan's company, they want to make it about them. Like, oh, look, I'm the owner, I'm the person. And for me it's like I want Dan to be the superstar. Like, I, like this is not about me propping myself up, this is about propping Dan. And Marty did such a good job of like being willing to do that, right? And so I, I wanted him because like the next five, 10 years, like he's kind of person who continue to prop up Dan and he'll get all the significance he wants and needs. But he'll do that by propping up Dan and telling the story about Dan Kennedy and how he's changed his life and the philosophies and principles. I think that especially after the first run, I'm excited we have the next few things set up with Marty to keep going forward. But my goal and my hope, my dream is that he'll be the, the forward facing attractive character of Magnetic Market moving forward for the next decade or more. As we're moving forward, we have live stuff we're doing with Dan. We're filming each of these pieces knowing that this may be a challenge in the future, this might be a webinar in the future, this might be a live event, you know, like. And so we're trying to capture as many of those things as possible with Dan while we've got him before he retires and does whatever he's going to do in his future. But the biggest success for me was like understanding how to put in an attractive character. It takes the weight off of yourself. And so for you, I might think about same thing. I am a big believer that you need an attractive character to launch your business. It's thing that gets it off the ground, it's the connections, the, the, the relationship with you and the audience initially understanding, like, hey, if I want to sell somebody, I can't, it can't just be me, right? I've seen people successfully do where there's a man, they bring in a female face. Now it cuts the workload in half, right? Or they bring in three women and three men and all of a sudden they, they become one of many experts, but initially still starts with one as the attractive character. Using that to get the business off the ground, get it into the stratosphere and then start thinking strategically, okay, how do I start replacing myself in different places? You'll notice is happening in the clickfunnels ecosystem over the next 24 months or so. And this is all part of the long term strategic place so that someday if I decide I want to retire or go read a book or go write some more books or whatever I want to do, that won't affect the health of the actual business. And you do that by kind of thinking strategically about how to replace yourself as an attractive character moving forward. So hope this helps you guys. As you're looking through, there's a big magnetic marketing update. Again. The company is thriving. It's having. I'm having so much fun with it. And the best part about this is I got a fax from Dan this weekend because, you know, like, Dan's my hero. He's my mentor. He's like the person I first got into this business. I always wanted to impress him. I didn't want to come into this business and be the guy who was trying to like, you know, leverage him to give credibility or anything. I wanted, like to put him on a pedestal. And so at the end of the fact says best Dan. And they said, p S, it is a pleasure working with you and I believe that we are doing good work. But I hear from present and past members and clients who are our members is all positive, which never happened with any of the previous owners, even back to Bill, which is literally the greatest compliment I could have possibly gotten from Dan. So that said, we've got a lot of work to do with magnetic marketing. More cool things coming. We've got some cool new books coming out. Dan and I are co authoring a book right now. Some really fun stuff. So I'm excited to share it all with you guys. Thank you guys so much for subscribing. If you're not a member of the no BS Newsletter yet, yet, surprise, surprise, it is officially sponsoring this video and this podcast. So go to nobsletter. Com, go get your huge money making kit. I think you get like $11,000 with the money making goodness for free when you sign up for the no BS newsletter. So go to nobsletter.com to go get that. And there's my shameless plug. I appreciate you guys. Thanks for listening and we'll talk to you all soon.