# Chain Marketing

- Link: https://jarvislegacy.com/podcast/chain-marketing/
- Published: 2021-02-01T09:00:00-07:00
- Author: anchorwave

![Jarvis](https://jarvislegacy.com/wp-content/plugins/seriously-simple-podcasting/
assets/images/no-album-art.png "Jarvis")

 Jarvis

Chain Marketing

![Loading](https://jarvislegacy.com/wp-content/plugins/seriously-simple-podcasting/
assets/css/images/player/images/icon-loader.svg)

 00:00 /

RSS Feed

 Share

 Link

 Embed

[Download file](https://jarvislegacy.com/podcast-download/3494/chain-marketing?ref=download)
| [Play in new window](https://jarvislegacy.com/podcast-download/3494/chain-marketing?ref=new_window)

Understanding this, will help you become a world class marketer.

Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at [marketingsecrets.com](https://marketingsecrets.com/)

—Transcript—

Good morning everybody, this is Russell Brunson. Welcome back to the Marketing Secrets
Podcast. Today, I want to talk to you a little bit about chain marketing. All right,
so if this sounds a little weird today, it’s because I’m actually in my sauna. I’m
behind on podcast episodes, and so today I took my kids to a virtual trip thing 
called Seminarians early morning, so it took them this morning, and it is freezing
cold today. The wind is almost like a tornado here in Boise, so it was freezing.
And I was like, “I’m going to get in the sauna and get warmed up.” So I turned the
sauna on, and then I was like, “You know what? I’m just sitting here, I should record
a podcast.”

And I started thinking about just things I could talk to you about. And there’s 
so many things. That’s the pros and the cons of this podcast. When I first started
I was like, “I don’t know if I’m going to be able to think of something to talk 
about every day.” And then the other side is like, “There’s so many things I could
talk about. So many things I want to talk about.” It’s like, “Where do I go? What
do I focus on?” I’ve been thinking about different ways to increase the experience
with this podcast too, and I’ve got some cool ideas I’m potentially looking at here
in the near future.

But today what I was thinking about was just something that came up yesterday at
wrestling practice, actually. So my days right now are kind of chaotic, as the time
I’m recording this we’re in the middle of the OFA 30 day challenge, which we’re 
actually doing live right now, which has been really, really fun. But I’m literally
doing it live every single day. And before that I did the five day lead challenge.
I’m waking up every morning, going in live, streaming live, it’s been now one, two,
three… It’s four weeks, four weeks of live every single morning. Which is good, 
but it’s just like, it’s a lot to be consistent that way.

Anyway, I digress. So I’ve been doing that, and then as soon as it gets done, I 
go and work on the one pager for the day, and then I go finish the other training,
other programs, so it’s all that stuff I got to get done. And then every day at 
10:30 I have to race off to get to wrestling practice with my boys. So they’re freshmen
in high school this year and we’re on the wrestling team and I get to be one of 
the assistant coaches. So I race in there to get them every day. So my day is like
chopped in half basically, which happens every year about this time, but it’s fun.

So anyway, it’s been fun wrestling practice, the last little bit, the coach has 
had me do a lot more of the teaching and training, and so I’ve been working on a
couple of different moves. I was working on a set up initially where someone has
to come in and get inside control. And that’s the first move, so we all worked on
getting inside control. And then the second thing was like, now you’re inside control,
now let’s work on doing this thing called the steering wheel where I club his head
and I pull his tricep one way and than the other way. And it gets them moving. So
I’m doing this thing called the steering wheel, which is like a motion drill. And
then from there, it’s like, there’s a lot of things that someone could do. Like 
if I push into it, if he pushes back into me, I got a snap down. If I push into 
him and he doesn’t push, but he switches his hands to inside control, I got to come
back to inside control ready to break it off, or… There was just all these different
things.

And so it was interesting, when you first are teaching these kids, you teaching 
each move in isolation. So it’s like, “Okay, you have to learn how to do, just like
getting inside.” That’s just one little thing. So you teach them isolation, how 
to get inside. Then you teach them isolation, like, “Okay, here’s how you do a steering
wheel,” like, “you club here, you pull here and your feet go here.” So you drill
that, just that one thing. And then you do the next thing. And so you’re doing all
these moves in isolation. And so we spent like two days then just learning each 
move in isolation.

And then today, or soon yesterday, I went in, and I started working them, “Okay,
we’re not going to learn anything new today. You guys have all the core fundamentals
you need. Today we’re going to do a thing we call chain wrestling.” What chain wrestling
means is, like in a match, you don’t just walk out there and like, “Okay, I’m going
to do one move,” And you get inside control, you’re like, “Now what?”, right? You
don’t do that. In a wrestling match, the other dude’s battling against you, so you
come in, you’re like, “Okay, I’m going to go in from my inside control.” So you 
go inside control, but then instantly he’s doing something. So then you have to 
react. Then they do something, and then you react, and back and forth, and back 
and forth.

And so chain wrestling is knowing that I’m not just doing this one move in isolation.
I got to be doing this move, to this move, to this move, to this move, and if he
does this, I got to shift, do this, this, this. And so it’s taking these individual
techniques, which is like a link in a chain, and you’re chaining them together. 
So there’s four, or five, or six, or seven different things. Because in a real match,
you don’t walk out and just do one thing. You walk out and you’re like, “Hey, I’m
going to go for my one thing that I think is my best, but then it’s a wrestling 
match, now it’s a battle. And the secret is chain wrestling. It’s getting good at
moving from this, to this, to this. And then if they go here, you go this, this 
and then shift to this, this, this, this, and moving back and forth, back and forth.

And so that was what yesterday was about, was chain wrestling, tying these individuals
moves together into something amazing. And anyway, at practice I was teaching that.
It was interesting, because right now I’m in the middle of the OFA 30 day or the
One Funnel Away challenge. And I started thinking about it, and the One Funnel Away
challenge is actually, the way I’m teaching is very, very similar. And you guys 
having gone through my training, you’ll probably know the same thing. There’s all
these little techniques that you learn in isolation, so you have all these little
techniques that you learn in isolation.

So any chapter of my book could be a technique. The attractive character, hook, 
story, offer, like there’s these things. But in and of themselves, they don’t do
anything. It’s when you chain them together into a process that they’re successful.
And so for example, in the OFA, one of the first things I teach people about is 
that you’re not selling a product, that you’re selling a result. That’s the first
thing. And so then the result, when you’re selling this result, when I talk about
in there, for example, if somebody comes to you and let’s say you’re at Home Depot,
they don’t go to Home Depot to buy a drill. The drill is the tool, but they want
a hole in the wall. That’s why they’re going to get the thing. And same thing, someone
doesn’t want to buy ClickFunnels. ClickFunnels is the drill. What’s the result they
want? The result is they want to grow the company. And so ClickFunnels is the drill,
but the result is that they want to grow the company.

And so it’s realizing initially that you’re not in the business of selling drills,
you’re in the business of selling results. And what’s the big result someone’s looking
for if they’re coming to you? That’s the big question. And then after the big results,
they can now step back and like, what’s the framework that gets somebody that result?
And your drill, may be one step in the framework. ClickFunnels is one step in my
framework, but it’s not the business. The business is getting people results. That’s
the first thing I have people understand. So it’s like, okay, now understand frameworks
is the key. What is the framework? Okay. And the next thing is, how do we turn this
framework in… It’s like, sorry, so that’s one tactic, One technique. That’s like
me getting somebody inside control. Now you understand that, a business is not a
product, a business as a result. What are all the steps in the framework that gets
somebody that result? So there’s the first technique.

The next technique, oh, and now we’ve got a framework, how do we make this framework
tangible? Because just knowing the steps does not make somebody give you money. 
You have to turn it into something tangible. So from there what we taught people
was like, okay, here’s the framework, and how to use frameworks,” like you needed
a video to teach the process. one pager which lays out the homework and assignment,
and all that kind of stuff, and now you have something that’s tangible that you 
can trade and exchange for an email address, you can trade and exchange for money.
Now you’ve got a tangible thing. So that’s the next technique, is taking the framework
and making it tangible. So there’s the next piece.

And then the third piece, it’s like, “How do you increase the value of that framework?”.
Well now we need to change it from just a singular product into an actual offer,
that’s the next phase. So how do we turn it into an offer? Well, to make it an offer,
we blah, blah, blah. You add the stack multiple products together, and now it becomes
a unique, proprietary offer that only you can offer. And that’s the next phase, 
and create an offer. And then I take the offer, and then say, “Okay, now how do 
we sell this, the core framework, how do we sell that?”.

Then it becomes the next question, it’s like, “What’s the sales script we use to
sell this product in this thing?”. And so that’s another standalone. It’s like, “
Okay, here’s a sales script, here’s another sales script, here’s another one.” There’s
different sales scripts, and that’s another technique. And then the next is, “There’s
different funnels, what funnel do you use?”. Then you’re plugging it in at each 
step of the funnel.

So anyway, it’s interesting because as I look at OFA, we’re teaching all these individual
techniques, and now this week inside of OFA, and then it’s like building an actual
funnel. And I explained to people, in fact, yesterday’s training I explained this.
I was like, “I hope you guys understand this, these foundational things you’re learning,
like “How to look at business as a result, not a product, and then how to turn that
result to a framework, and that framework into something tangible, a product, and
then from a product into an offer, and then after you have an offer, how do you 
sell that offering, what’s the sales script to sell that actual offer?”, and I was
like, if you looking at it this direction, I want you to understand… I even talked
about Mr. Miyagi from Karate Kid, I’m like “wax on, wax off”.

I’m like, “This is the thing you have to understand is what I’m teaching you is 
these things, they don’t make sense in isolation.” Like, “Who cares about a result?”,
or it’s like, “I don’t sell frameworks, I sell e-comm,” or it’s, “I don’t do frameworks,
I’m a dentist.” Everyone’s got the reason why they don’t think things work. I’m 
like, “No, you understand, this is me teaching you to, Mr. Miyagi, like ‘wax on 
wax off,’ from Karate Kid. Or it’s me coming in to the kids at high school and saying,“
Okay, this is inside control, you have to get inside control.” And they’re like,
but coach, I needed to take a shot.” You’ll take a shot, a shot is part of your 
setup, but like inside control’s, number one, you have to get that, and control 
that, and keep that. That’s the first piece, you guys can’t miss that.

And then it’s like, “Okay, from here, you got to move to a steering wheel, this 
is how you get them off balance, that’s how you get your motion, that’s how you 
get things moving.” So we’re layering these things on, to now the kids, when they
start chain wrestling, it’s getting good at, “Okay, step one, two, three, one, two,
three.” And now in marketing, it’s the same way. As you learn these natural skill
sets, like the skill set of, of creating a framework, and then turning that framework
tangible, and then turning that tangible product into an offer, and then figuring
out how to sell that offer, those little skillsets in and by themselves are individual
techniques, but when you tie them together, now you can sell anything.

Everything people are learning inside OFA, or that you guys are understanding, instead
of OFA, I’m giving people a very specific funnel. There’s basically a $7 offer, 
a $37 order form bump, OTO1, OTO2, thank you page. That’s the funnel structure. 
And it’s a great funnel structure, but you can take these principles, anything. 
Say you want to do webinars, it’s like, “Hey, I need a webinar.” Awesome, and here
comes the wax on wax off, here comes the fundamental. So the question like, “on 
this webinar, what’s the framework you’re teaching them? What’s the result they’re
trying to get from being on the webinar? What’s the framework that you’re going 
to get? How do you turn this into an offer? What’s the sales script you need?” And
then you’re plugging it into the pages of the funnel.

Or it’s like, “Oh, I’m going to sell a physical product.” What’s the cart funnel
look like? Or I want to sell high ticket, what’s the high ticket cart look like?
And it’s just like, once you have these little fundamentals, it works in every situation.
You just give me a different product, I know the fundamentals, it’ll work. I step
on the mat with a different wrestler, I know these fundamentals, it doesn’t matter,
it’s going to work.

And so I’m plugging in all these core fundamentals, but I get good at chain wrestling,
I get good at tying the first thing, the second thing, the third thing, the fourth
thing. Or you walk… Right now, it’s funny, when people hire me from consulting, 
it’s not like I have to think, “Oh, what am I going to do for this company?” I know
what I’m going to do. I know the fundamentals. I walk in, “Cool, what are you selling?
All right. So right now you’re selling a drill. Okay? Understand you’re not selling
the drill, you’re selling a result. What’s the result? What’s the framework to get
that result? Cool. Now we’ve got that. How do we turn it into something we can sell?
All right, now how do we increase the offer? Now what’s the sales message we need?”

All the pieces just come together, and it doesn’t matter what business, what product,
what offer, what funnel type, anything you want, those five or six core fundamentals,
we’re looking at all of them across the board, over, and over, and over, and over,
and over again. Does that make sense? Just like in wrestling, it’s the same thing.
You give me any opponent, doesn’t matter. I know that off the whistle I’m going 
to come in and get inside control. From there, I’m going to try to do steering wheel
to try to get my motion, get them off balance, and from there, depending on what
the pressure is, either I’m going to snap, or I’m going to snap the wrist, I’m going
to do an arm drag, I’m going to do a… There’s like 10 things I can do off of their
pressure, but I’m chaining these things together.

Anyway, so I saw the correlation between the two of, a lot of times you learn a 
technique, or you learn a tactic in isolation, and it’s kind of cool, but it’s not
till you start getting good at chaining these things together that you become a 
world-class marketer or a world-class wrestler. Because anybody can do the technique,
anybody can go and get inside control on somebody, anybody can go and shoot the 
shot a certain way, anyone can go and do one of the pieces. You becoming a master
comes you understanding the pieces at such a level that you can tie them together
at any time. In a wrestling match, you don’t have to think through it. You walk 
out there, the whistle blows, the ref’s ready to go, and it’s a scramble. The second
you walk out there.

But you have to notice, simply enough, that your brain subconsciously is able to
go, “You want from here, to here, to here, to here, to here.” I feel like, for me,
in business now it’s the same way. You bring me anything, it’s like, “Okay,” I don’t
have to think through it. Subconsciously I’ve drilled these tactics so many times,
it’s just like, “All right, cool. This is what we’re doing, this is how it works.”
Boom, boom, boom, and we’re ready to rock and roll. And so, anyway, I just want 
to share it with you guys.

Because I think a lot of you guys are getting stuck learning the tactic, but not
chaining them together. There’s a marketing game, there’s a lot of pieces in it.
There’s the product, there’s the sales message, there’s the offer, there’s the traffic,
there’s all these things. So it’s like, learn those fundamentals, and then get good
at testing them together, chain wrestling. Chain marketing from one to the next,
next. The better you get at those fundamental skill sets, the easier and the better
you’ll be at building out the funnels, creating the sales messages, et cetera, et
cetera.

So, anyway, I just wanted share with you guys, as I’m trying to help my wrestlers
get the next level by mastering first the techniques, and then weaving them together
and chain wrestling, I wanted do the same thing to you guys. We’re mastering the
techniques, the fundamentals, and then you’re weaving them together into chain marketing,
where you’re going from thing, to thing, to thing, and you understand exactly what
you need to do, what you got to create, what the process, what the flow is, and 
they can plug in any product into any funnel, because the fundamentals are the same
on every single step.

Does that make sense? All right, with that said, my body is now officially warmed
up. I’m going to go give Nora a hug before she heads out to school. Appreciate you
guys for listening. If you got any value from this episode, please let me know. 
Take a screenshot on your phone, and then a post on social media and tag me. I like
seeing them and reading the comments, it’s a lot of fun. And with that said, appreciate
you all. And see you guys all soon. Bye everybody.