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The Marketing Secrets Show


Aug 14, 2019

The framework I use to build frameworks; and create content, courses and products.

On this episode Russell gives an amazing run through how to teach with a framework of four simple steps. Here are some of the awesome things in this episode:

  • What it means to teach a framework.
  • What the difference is between strategy and tactic.
  • And why a webinar only has three steps instead of four, and which step you skip.

So listen here to find out how to teach effectively.

---Transcript---

What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I am on my kids segway driving around in a circle in front of my yard. And it’s a beautiful day and I keep going around in circles thinking about life and things and I thought I got an idea, I’m going to share it with everybody today. So I hope you don’t mind, but with that said I’m going to be talking to you guys about a pattern to help create better content, better courses, better products, and all around make you more prolific and make people stick around to listen to you over and over and over again. So let’s queue up the theme song, I’ll be right back.

Alright, so my wife and I had this amazing experience last week to go out to Stacy and Paul’s relationship breakthrough retreat in New Jersey, which is fun because I served my mission for my church in New Jersey, so I lived there for two years, and it’s the first time I’ve really been back since then. So it was kind of fun to go to Jersey. But even more fun to go to an event as an attendee.

So I sat there, and their, Stacy and Paul, if you know them, they spoke at Funnel Hacking Live, Stacy was onstage twice there and just someone who we met two years ago, she joined my inner circle and it’s been so much fun watching their growth and I love what they teach and what they do, and I wanted to go and help strengthen my relationship with my wife, my kids, my employees, people around me. And it was amazing.

Anyway, that was awesome. I was sitting there watching them teach and it was fun because I know how I teach and everyone’s got different teaching styles, but I was watching some of the similarities, and some things they do the same as me, some things they do different. But one thing that was like the core foundation that they do, that I do, that I think most great teachers do, is that they each have their own framework.

So Stacy and Paul will have their framework for what demand a relationship is, and how to break that. And then they have their framework for masculine and feminine and the framework for all these different things. And their course is teaching these different frameworks they kind of created, which is very similar to me. You look at the dotcom secrets book, it’s a whole bunch of different frameworks. Every framework for me has a doodle, because I’m a doodler. So it’s like, here’s the framework, here’s the doodle, and I teach off the doodle. You know, all the books I’ve written are that way, most of the trainings I do it that way, and the courses and all the stuff is usually based off of a framework.

And for any of you guys who are creating info products or courses or teaching or anything, I’m curious, do you have your own framework? If not there’s the big sign. You have to have a framework. What’s your unique proprietary way you teach something? So framework can be anything, you know Stacy and Paul it’s usually like, the five step system to blah. And mine is always like, here’s the doodle and let me explain it. And I explain all the different pieces of the doodle until you have this visual picture.

And what’s nice when you have a framework is people can then take that framework and it locks into their brain. So for me, if you look at any of the doodles in my books, if you’ve read the books and I’ve explained the framework, you look at that and you’re like, “Oh yeah, that’s the framework. That’s the secret formula. There’s the perfect webinar. There’s the heroes two journeys.” All the different frameworks I teach all for me are doodles. They don’t have to be doodles, but that’s how I do my frameworks, right. So the framework is there.

I remember two years ago I was at this mastermind meeting and Brendon Burchard was there, and Brendon was teaching his 7 day launch strategy and he was drawing up on the whiteboard as he’s explaining it, and he keeps coming back to it. And I remember he said something, he said, “Your framework’s your savior. You have your framework, you’re teaching, if you get stuck you look back at your framework like, oh yeah, this is where I left off, this is where I left off.”

And it’s interesting for me, I can teach a two minute YouTube video on any of my frameworks, but I can also teach a two hour event, or a two day seminar on any of my frameworks, it’s just how much detail do I go into it. “Here’s the doodle, let me explain it real quick. Boom, you got it. Or let me explain step number one, then let me tell you a story, then we go deeper into the story, and then let me show you examples.”

So you can go deeper and deeper and deeper into a framework. So what’s nice, when you have a framework, if someone’s like, “Okay, you’ve got a ten minute presentation, can you do it?” I’m like, “Yes.” Or “hey, I need you to do a two day event on this, can you do it?” “Yes.” The answer is yes both times because I just take the framework and then how deep you elaborate is the only difference. 

I learned that actually when I was, I remember, where was I? Oh it was before I went on my mission to New Jersey, I had a teacher and he talked about how do you actually give a talk in church? In my church, the Church of Jesus Christ of Latter Day Saints, the members, there’s no pastor that gets paid to speak, so every single week they pick somebody else from the congregation, “You’re teaching this week on faith or on Christ or whatever.” So you gotta get up, so what he taught is basically the same thing. You make a framework and then the framework is like, here are the 4 things I’m going to talk about, or the 6 things or the 8 things or whatever,  and then you just teach it. And if you’ve got 3 mintues then you just teach it really fast. If you’ve got 30 minutes you fill in stories and examples, but the framework stays the same.

So that concept of framework is huge, so that’s the first step here, is having this framework. So the next step that I would look at for you, I was doodling this out the other day, I was like, “How do I teach my frameworks?” And I’m probably doing it right now, and it’s one of those things that you do it for so long it becomes just the habit of how you speak.

So I was trying to sit down and reverse engineer it, how do I do it? A lot of this stuff didn’t come for me from reading a book, it came from me standing on stage for the last 15 years teaching concepts over and over again. The first few times, nobody understanding, then getting a little better and a little better. Just the tweaks and the changes that happen as you get better at becoming a teacher.

You know what’s funny that reminds me of? I’m not sure if you guys know Rachel Hollis, but she’s awesome. She’s like the biggest social influencer in the world right now, her books are selling like crazy and she’s awesome. I had a chance to hang out with them in Puerto Rico a little while ago, but what’s cool is that Collette and I went and watched their, they have a documentary, I think it’s called Built for More. And in the documentary she showed her, the ten years before she became Rachel Hollis speaking, she’s on front of the stage with note cards, nervously looking at note cards as she’s talking. And you know, now you see her onstage and she’s up there with 75,000 women jumping and screaming and she’s in her zone. But it started with her nervously looking at note cards.

For me it was the same thing, it was me awkwardly in my shirt and tie and glasses and my shaved head, standing in front of people trying to get them to understand the concepts, explaining them over and over and over. And figuring out new ways to tell the story, new ways to do it, new ways to do it, until the point where I am now. And I’m not saying I’m the end all, be all. I’m sure I’ll continue to evolve and grow as I keep playing this game, and keep having fun teaching and educating and coaching.

But as I was sitting down this weekend during Stacy and Paul’s event, I was trying to think through, “how do I teach concepts?” and I wrote down these things, first step is the framework, here’s the framework of what we’re going to be teaching, like I just explained. And the second step is, I tell a story, what’s the story? And the story is how did I discover this piece of the framework? That’s the initial story.

What I see people do, the mistake they make a lot of times, “Step number one is this.” And start teaching it. The problem is if you just teach a concept people are like, “Oh, cool.” And they don’t take the, they don’t value the concept enough yet. So for you, you’ve got to take them on a journey like, “Let me tell you what I had to go through to get this nugget for you. And now he’s telling the story of how I got there.

In fact, this podcast, I wasn’t trying to do this consciously, but how did I lead this podcast? I told you guys the story of my mission and of understanding frameworks, I went through the whole journey of how I understood this concept of framework. And by my taking on this journey, of what I had to go through, the pains I had to go through to discover and learn this key, then all the sudden you’re like, “Oh my gosh, now I value the thing that will come next.”

So if you don’t tell the origin story of how you learned the thing, people just don’t value it. They’re like, ‘Oh yeah of course. That’s the thing, you need a framework Russell. That makes sense.’ No, you missed it. You heard me say it but you missed it because I didn’t build up the value in the journey I had to go through to discover this before I gave it to you. So I tell this story, build up the value, and now I’m like, boom, here’s this nugget. And the nugget is the framework, the nugget is whatever, whatever your thing is, the first step of your framework.

Then the next phase, you move into the strategy. So the strategy, an easy way to remember this, this is the what. So what is it? Okay, let me tell you the what. So I explain the what and try to paint this picture, this is what it is. So I paint this beautiful picture and you’re like, “Oh cool, that is awesome.’ So you have the strategy, the what, you understand this is what it is.

Then the third step now is you shift from strategy or the what to this is now the tactical, how do you do it. So I teach the concept of, here’s this thing called a framework, and now you understand, cool, I need a framework, now let me tell you how. And I walk you through the tactical. Step number one, which is holy crap, literally what I’m doing right now. I’m walking you through a four step tactical process.

So I tell, ah, this is so cool. This is like a dream inside of a dream, I wasn’t planning on doing this, but this is so cool. So you tell the story of the pain you went through to discover the thing, then you share the what it is, the strategy, then you go into the how, which is the tactical step by step thing, which we’re doing right now. So number three is you telling the tactical step by step, this is how you do it. The difference between strategy and tactic, strategy is what is it, tactical is how do you do it. So I’m telling people how to do it. And then the third and last step then, is to show examples to create belief.

So I explained it and like, let me show you guys some example. So for example, Stacy and Paul with their framework, they have this really cool framework that’s called Demand Relationship, which is the core foundation of their entire company. So when they got up they started talking about marriage and relationships and the problem and what’s wrong, and they go through this whole concept called demand relationship, and the problem, they shared that. And everyone’s like, “Oh my gosh, that’s what I’m doing. I have this problem with demand relationship.” And they get it, right. They have that aha and then from their they share the rest of their framework, which is like, this is the opposite of demand relationship, this is how we heal it.

So that’s the four step strategy of how you do it. Step number one, tell the origin story about how you discovered the thing. Number two you share the what, the strategy of what it is, number three you show the tactical how-to of how it is, then number four you show examples of other people doing this in real life, so they can see it and be like, “Oh my gosh, this is so cool.” And it makes sense and solidifies it in their mind, they’ve seen other people doing it and now they believe it and they can actually believe that they can do it themselves.

It’s funny, if you look at the one funnel away challenge, you know a lot of the, it’s crazy on a macro and micro. If you look at macro level, week number one is belief week, which is me telling the story of how I discovered this stuff. Week number two is the next week, we talk about the how, and then week three we go into the what, which is actually building the funnel. Then week number four…

Anyway, it’s crazy. From a macro for four weeks of the one funnel away challenge, goes through this process. Then the micro each of the trainings are the same way. Initially, I do the first training, which we always tell people is the strategy, but really it’s me telling the story about how I figured out the strategy, then I share the strategy, then Julie Stoian comes in with videos showing the tactical, here’s how to do step one, step two, step three. And then Stephen comes into break the beliefs, share the story, share the examples, and push people to the next level.

So dang, it works. Anyway, that gets me excited, I’m going to do a whole, I should do a whole training. This could become a whole book. See, now I can take that four step framework I just gave you guys and that could become a book, become a course, become a training, become a webinar, it could become a YouTube video, it could become all those things.

One kind of interesting side note, if you look at the perfect webinar, how that framework is scripted. When you do a webinar and you’re selling somebody, you tell the origin stories, that’s step one. You tell the strategy of what they need to do, but you skip the third step, which is here’s how you do it. Whatever you’re selling is typically the third step.

Like I remember when I was doing the first perfect webinar event, teaching that concept to everybody, a bunch of people in the room were getting stuck on it. And they were getting stuck like, “Russell you said don’t teach, but you’re teaching here.” And I was like, “You don’t understand, you teach…” I didn’t know how to answer it, and Kaelin Poulin who had been killing it with the perfect webinar, I think she was at that time at $10 million in sales from a perfect webinar, selling like a $150 product.

She was like, “No, you don’t understand. On the webinar you teach the what, your product teaches the how.” So your webinar teaches the strategy, your course teaches the how to do it. So that part of the framework is left out, and that’s what drives them because they see, “Oh my gosh, get it, I need a funnel. I need a framework.” I need whatever the thing is, it’s like, “I need to do it. I don’t know how to do it. They need to tell me. I need to give them money to invest in the course to be able to learn how to actually do it.”

So I wanted to give that as a framework for a lot of reasons, number one is it’s super useful. Number two, I use it in podcasts, I use it in trainings, I use it in videos, we use it in courses, we use it in so many different places. So for a lot of you guys, the question I get a lot of times is, “Hey, if I’m creating a course, what do I say? What do I teach? Do I just teach it?” It’s like, kind of, but you have to take a step back.

Step one, build out your framework. Step two, teach a strategy. Step three, teach a tactical. Step four, show examples to build the belief. If each of your modules in your course has that, that is an amazing course. If each of your chapters in your book have that, that would become an amazing book. If each of the videos you post on youtube have that framework, it will become amazing. It’s just the framework that works.

Anyway, I hope that helps you guys. That’s all I got. I’m going to go in and go play with my kids because it’s Saturday, and I think the battery on the little segway is dying now, so I hope this one helps you guys. If you love it and you got something from it, please take a screenshot of this, post it on Facebook, social media, instagram, wherever you post your stuff, tag me, and use #marketingsecrets. I love to see those comments, it’s really fun seeing those pop up in my feeds. And I do read all of them, so if you tag me it’ll show up in my feed and I’ll see it.

So this is your time to have an audience with me, for me to listen to exactly what you want me to say. That’s basically the only way people can get through to me nowadays, because I basically shut off all other sources of communication, because there’s too many people trying to communicate with me. So that’s the best way, show up in my feed. And you do that by taking a picture, tagging me, and leaving a comment about what it was you got, the value you got, and I appreciate that. So thanks everybody, with that said, I’ll talk to you all soon. Bye everybody.