Secret #35: Calling Out Your People

Good morning. Good morning, everybody. Welcome to Marketing Secrets. We're right now watching a little bit of Studio C, which made me think of something really funny. And that's why we're kicking off this episode of Marketing Secrets podcast.

So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets?

How do we market in a way.

That lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? The question in this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets.

All right everybody, so it's a Saturday. We are less than a week away from our big viral video launch and there's so many more pieces going into it. It's kind of crazy. We've got a little stressed out, not gonna lie. We've still got sales page, the demo sequence, we've got the onboarding, we've got the off boarding, we've got the gamification, we've got the show me how walkthroughs all going live in the next six days. The program team's coming out on Monday, which I'm excited for. And then in between there, we also happen to have a three day event. It's so funny. We did yesterday we were filming a video thing for just Funnel Hacker tv. We talked about funnel years and how each funnel year is one day. So it's like, oh, we've got like four funnel years before the next live event and we've got six funnel years before the viral video launch. We've got plenty of time. We'll start saying that you guys, every day in the real world is a funnel year because you get more done in a year than most people get done in a day if you're using click funnels. Alright, so actually I have something I want to talk to you about today. So I've been watching ever since this whole viral video thing been fun. Like this whole new science of marketing that's been opened my mind. That was different before, right? It's funny, like we're hanging out with Harmon Brothers and these guys are they scriptwriters and all sorts of stuff. And I'm talking about copywriting. I was like, I was like, so like who did you guys study? And they're like, what do you mean like, like I don't know, is it Halbert? Did you listen to, you know, Ben Savanga? Like who are the guys that you study for for copywriting? They're like, who's Gary Halbert? I'm like, what? And they're like, yeah, I don't know who that is. Like, what about Dan Kennedy? What about. I'm like, naming off, like, the legends, right? Like Clayton Makepeace and, like, all these things that I never heard of any of them. I'm like, how are you guys, like, the best video copywriters on earth? You never heard of copy or copy? Anyway, it's just so funny. And they're like, yeah, we just, you know, they get sketch comedy writers who are really funny, and then they try to weave in sales principles into it. And it's funny because, anyways, it's just interesting. One thing they said is that we just go to. We go to Kickstarter and look at all the best Kickstarter campaigns and watch those videos and what are they doing? What's consistently working? It's like, God, like, if I was. If I was trying to train a kid on copywriting, I'd like, I'd tell them, like, go to Kickstarter. Just go watch like 8,000 videos and you'll learn good copy. It's interesting. And then one of our. One of the main writers for our script was Matt Mies from Studio C, which you don't know. Studio C is like, that's. I was just watching a minute ago, go watch Studio C. It's. It's the best show on tv. It's like Saturday Live, but it's a bunch of Mormons who do it. And it's clean, and so it's fake, family friendly. And it's awesome and you guys will love it. It's awesome. But it's like, same thing. Like, these. The guys write the. The scripts for Studio C. Like, there's some of the best, like, copywriters in the world. They don't even know what copy is. They just know how to engage people and grab intention and interest and desire. Like, they've learned it through a different format, which is kind of cool. So anyway, so that said, like, it's been fun. Like, I've been trying to think, like, different ways to. To grab people and to get them. And so my first test is it's been interesting. Is like, you know, this is my podcast, obviously you guys are listening to. So I do the podcast, right? And sometimes your podcast, and I hear much other times I do a podcast and I get all these messages from people who are like, thank you. Like, oh, it was so awesome. So that's my pool over there making a lot of noise. I'm gonna come on the side. Like, for example, like the entrepreneurial Scars podcast. I did tons of reasons. Like, people messaging me from everywhere like, thank you. That was so cool. Entrepreneurs struggling vacations, that one, like, hit, right? So, like, and there's a whole bunch of them that people resonate with more so than other ones for some reason, right? And so I was thinking, I'm like, you know, podcast is a really cool format to teach and train and to, like, get inside people's minds. And I love it. But it's not like podcasts are hard to share. It's hard for them to go viral, those kind of things. So I was like, I'm gonna start taking the podcasts. I have that the most impact that people connect with the most. I'm trying to turn those into like a video. It's like a viral video that will call out my people, right? Cause I'm like, this is resonating with people so much so that they're able to get a hold of me, which is not easy. I have a lot of walls every direction. But if they get to me, it means that it was worth focusing on, right? And so like the entrepreneur struggling on vacation. When I was in Hawaii with my wife, I was like, I'm gonna try. I'm just gonna record a little video of this. And instead of just being off the cuff like I am right now, I was like, I'm gonna script it out and write, I don't know, a minute and a half, two minute video talking about why entrepreneurs suck at going on vacations. So I wrote the script, I set up a camera on the beach house, and I just recorded this thing, got home and had Kevin on our team go through and like, make a little viral video thing. You know, had music and energy and just kind of. And it's probably more producing than some other ones I'm gonna test and make sometimes under less produced do better anyway, who knows? But if you look at was not me talking about funnels, right? Like, this funnels my world. But, like, I needed to go level bigger if I want to go like semi viral, right? Like niche viral or whatever they call it. I needed to go one level bigger so that it would like, grab my people. So for me, like, I want entrepreneurs who are selling stuff through funnels. Like, that's. That's my dream to get people right. But a lot of entrepreneurs don't know that yet. So it's like I got to connect to them at a level that we can connect at. So it's like I'm going to call out entrepreneurs, right? So entrepreneurs. I think the video title is, like, why Entrepreneurs Suck at Vacations. In fact, I had the audio a couple episodes back. So you guys who are listening to the audio podcast heard it, like, I think last week or ago today, actually. So you kind of hear it, but it's me on the beach house doing it, right? And so it's calling out entrepreneurs. It was calling out my people, and then trying to have them connect with me, right? And so I did this video, put it together, we launched it. And, you know, it's not like 18 million views or anything like that, but I think we're at 70 or 80,000 views in the last seven days, which is awesome. So, I mean, 70,000 entrepreneurs have, like, connected with me. Like, and the comments are crazy. Like, oh, my gosh, you understand me. That's how I feel too. And like, they're tagging their wives and their friends and their kids and all sorts of stuff, and it's just. It's just cool. And it connects. I was on terms I'm connecting with. Now they're like, who's this weird dude who I connected with? And then they, you know, now they shift from being just entrepreneurs to, like, entrepreneurs who now maybe read the book or they're whatever. And they get deeper, deeper with me. And eventually they are building funnels, which is where I want everybody to be, because that's how you change the world. You build funnels. So anyway, I just thought it was interesting, and I'm going to be doing more of those. I'm going to do probably the next one will be the entrepreneurial scars. I might go down the courthouse or something and record it there and be like, bankruptcy or I don't know, who knows? I got to write a script for it first, but I thought it was a really cool thing. And so the reason I'm telling you is I want you guys to think about this. So think about the thing that you're selling, right? So whatever it is you're selling, then try to go one step broader so that more mass appeal so that, like, who are the people that you love to have by your thing, even though they're not ready yet? So go one step, one level deeper. Who are those people? And then what message do you have that they would be like, yes, you get me. Yes, that's me. That's what we're looking for, right? And then try to make a little video speaking to those people so they'll connect with you, right? So forgive my example is vacations like, entrepreneurs suck at vacations because we want to get back to work, right? And, like, entrepreneurs relate to that. Right? And so that's how I called out my people, and they're connecting now, and it's really, really cool. So for you, how do you call it, your people. Who are your people first off, right? And don't, like. I mean, you're going one. Like, your product going one step broader than that. So people that don't know who you are yet, right? But they would connect with you. Does that make sense? So hope that makes sense. So for me, I'm not talking about necessarily marketers. I'm talking about entrepreneurs, right? Marketers are people who get what we do. They understand. That's why Marketing Seekers podcast. That's why all these things. You guys are marketers. You understand it, you're excited about selling it, and so you guys will resonate with the message no matter what. So I'm trying to go one level bigger so that it has the ability to go more viral, but also has the ability to connect more people and then bring them down into our funnels, into our world. So this is the front of. This is the way to fill your funnel. This is the front of the value ladder, right? This is how you're casting a wider net and bringing them in. So you figure out who are your people calling them out, and then what are things that you believe that they would resonate with that the rest of the world would think is really, really weird, Right? Like, honestly, it was funny when I was making that video, I was really concerned because my wife was there. I'm like, I don't want to offend her, but I saw. I feel. And I know that other entrepreneurs feel this way. I talk to them about it. Like, people tell me all the time, I go back to vacation. People like, how's your vacation? I'm like, it was good. So glad to be back so I can get back to her. Like, I stop stressing out, which is. It's just like. Like, I know that. That's how I always felt. So think about what are things that you feel because of what you do or because who you are that other people, like, you will resonate with, but the rest of the world think you're weird. Like, that's. You're looking for, like, those kind of things, right? And. And then create something around that and then just put it out there. Who knows? It may go viral, may not. Doesn't really matter. But just doing it. And. And so for me, I'm gonna try to do it like once or twice a month. Try to try to pick a podcast episode I've done or or come with an idea or something that's just like here's a cool story I can tell that the entrepreneurs will connect with that'll get them to like me, follow me, friend me, whatever. And then the process I can get them to buy the book, get into the culture, etc. Etc. Etc. So hope helps you guys if you haven't seen the video yet again on the audio podcast, it was a few episodes back said why Entrepreneurs Suck at Vacations if you go to facebook.com russellbrunsonhq that's my fan page. You can see the video there for sure. Or at this point probably if you google why do Entrepreneurs suck at vacations? It'll probably show up, who knows. But it's worth watching and sharing and tagging your family and friends on it. So hope it helps you guys. I'm gonna go back and watch some Studio C with my kids because it's amazing. Here it is right here. You can see it back there if you're watching on the TV show. Awesome sketch comedy, gives you good ideas for writing copy and it's really fun. So thanks guys and I'll see you later. Bye.

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