# Conversation Domination – Part 2 of 3

- Link: https://jarvislegacy.com/podcast/conversation-domination-part-2-of-3/
- Published: 2019-05-27T08:00:00-07:00
- Author: anchorwave

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Conversation Domination - Part 2 of 3

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Part 2 of 3 from my presentation from Funnel Hacking Live 2018 where I talked about
this new concept called “Conversation Domination”.

On this second part of Russell’s Conversation Domination Presentation at Funnel 
Hacking Live 2018 he talks about the different “channels” on your phone that you
can use to gain a following. Here are some of the awesome things you’ll hear in 
this episode:

 * Find out what channels would be considered a reality show, a talk show, a sitcom,
   and radio show.
 * See why Russell is so obsessed with Instagram, and why he thinks it is the most
   powerful platform.
 * And find out how you can get 10,000 followers quickly in order to use the “Swipe
   up” capabilities on Instagram.

So listen here to the second exciting part of the Conversation Domination Presentation
from Funnel Hacking Live.

—Transcript—

Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast.
I hope you guys enjoyed the first of the three episodes of the conversation domination
presentation. Today I’m going to release the second part of this presentation, which
will be diving deeper and deeper into it. I hope you guys are enjoying this concept,
and you’re starting thinking in your minds, how do I dominate this conversation 
so when my potential customers are on any platform all they see is me telling my
stories and making my offers, all that kind of stuff.

So I’m going to queue up the second part of this presentation right after we get
back from the theme song.

So right now, the first step in this process is shifting your mindset from buying
ads to sell products, to buying ads to build your distribution channel. Does that
make sense? So all these things that are all pushing ads, I want to build distribution.
I’m building email distribution, messenger distribution, and the last thing at the
very end there that says, “MD” that’s the cool stuff we’re going to show you tomorrow
night. That’s the new update inside of actionetics, called actionetics multi-dimensional.
So MD, that’s what we’re talking about here that’s coming up soon.

Alright so all the ads goal is to build distribution. So what’s the goal of my distribution?
The goal of distribution, of having this distribution channel is to sell stuff. 
That’s it. Some of you guys are all trying to be romantic about it, “Oh no, to build
a relationship.” Yeah, that’s all nice, but I want you to  understand, the reason
why people built TVs and they hired the cast of Happy Days to learn roles and get
scripts and build the entire show was for one reason and one reason only-so they
can sell stuff during the commercial.

This is the Sham Wow guy, I actually met him one time, so funny. I don’t think he
was advertizing during Happy Days, but that’s the key. So what we’re doing is we’re
getting all the distribution so we can build these lists and we can sell them products
and services, that’s the secret, that’s the key.

Now what if the typical, there’s a couple of problems with traditional online distribution
like email and messenger. First thing, email there’s kind of a feeling like if you
email someone more than once a day, how many of you guys get annoyed, “Why is this
person emailing 5 or 6 times a day?” There’s kind of like these unset rules of just,
once a day is max, and some of you guys are less, like once a week or twice a week,
or three times a week. There’s just kind of like these weird rules where that’s 
kind of as much as you can possibly do. If you get more than once a day, it gets
kind of weird.

Messenger is even more intimate. I remember, I’m a huge Tim Ferris fan and he launched
his messenger bot and I opted in and the first 48 hours I got like 14 messages. 
And I don’t unsubscribe from almost anything because I’m a marketing guy who loves
stuff, and I remember being so annoyed. He keeps sending these, messenger is so 
intimate, so I feel like me personally, once to maybe twice a week is the most I
can message within messenger before you cause weirdness and disconnect. So that’s
a limit that we have here. If you look at other things like text messaging it’s 
even less. If you text someone once a day, you’re going to jail. It’s crazy.

So they have these limits. So they’re good limits, but they’re definitely limits.
So when I understand, to have this distribution channel, what should I do with it?
How can I increase how I can connect with people? So what I do is my distribution,
my email and my messenger, the goal outside of selling stuff, which is my number
one goal, my second goal is to build the shows on my channel. I’ll show you that
here in a second. That way we can sell more stuff to more people.

So I’m using this distribution now to build my channels, to build my instagram following,
to build my Facebook following, to build my YouTube following, to build my podcast.
So I’m using my once a day, maybe twice a week, whatever those things are, outside
of selling products and services I have, I’m using it to build these channels. Because
if I build a channel of a thousand, 5 thousand, a hundred thousand people, then 
on that channel I can do a whole bunch of stuff more often.

So we’re going to be building our individual shows on the platform, on our phone.
This is coming back to what Gary V. talked about earlier. There’s Facebook app, 
there’s Instagram, all these apps are here on people’s phones, we’re building our
personal show on each of these.

Some of you guys are probably wondering, “Why do I need a show? I’m selling soap.”
Or I’m selling “this”, whatever it is you’re selling. And this is why. How many 
of you guys remember Arsenio Hall? That’s it? How many of you guys remember Arsenio
Hall? Arsenio Hall was a talk show host, big famous dude back in the whenever, back
when I was a little kid. How many of you guys saw him on celebrity apprentice, 2
or 3 years ago before Trump ran for president and the whole thing disappeared? Do
you guys remember this?

So there’s a really important lesson here. So Arsenio Hall is on celebrity apprentice,
he’s trying to win this huge thing and all sorts of stuff. And they’re doing a fundraising
activity. So everyone’s out there and calling all their famous friends trying to
raise money for some charity. And all these people out there are calling these people
and making a bunch of money, and Arsenio Hall is sitting there and he calls every
single person he’s calling, and nobody answers his thing, nobody’s picking up. And
when the entire thing was over, he raised zero dollars for the charity by calling
his network of contacts.

And he’s sitting there on this couch this one time, and he says this thing that 
was just so powerful to me. He said, “When I had my own show, everybody returned
my calls.” He lost his platform, he lost his show. When you build a platform like
this you guys, everybody will return your call. The reason why I can get into networks
and people that most people can’t is because I have a platform. Do you understand
that?

When Tony Robbins was launching his book last year, he lets me interview, lets me
talk to him, all sorts because I have a platform. In the markets you’re in, if you
have a platform, all sorts of doors will open for you. Just like Arsenio Hall. If
you don’t have a platform it’s going to be harder and harder and harder. So that’s
why there’s value in building up these channels, because it opens up insane amounts
of doors, plus your followers are there.

Alright, so if you look at the different platforms, they all work on different premises.
One of the biggest mistakes people make a lot of times is that they think all the
channels are the same, so they make one message and they spam it out to all the 
things. It’s like, ugh. There’s things you have to understand about each platform.
If you understand the differences and how to actually publish on them, it becomes
really, really fun.

So I look at instagram as my reality show. So if you think about reality shows, 
think about the Bachelor, think about the Apprentice, think about Survivor, think
about American Idol, think of all these different reality shows. It’s reality, how
you’re interacting with somebody is like that. So I’ll go deep on that here in a
second. But instagram is my reality show. Facebook is my talk show. So think Tonight
Show, think Ellen, think The View. It’s a talk show, that’s how that platform is
used. Number three platform that I talk about is YouTube, which I position YouTube
like a sitcom, like Seinfeld or Friends.  And the number four platform we talk about
is podcasts, which like a radio show, like Howard Stern, Glenn Beck.

And then there’s other channels that are coming. Gary V. talked about other channels
are coming and we need to be aware of those. Because if a channel comes you can 
jump in it quick before it gets too big, and you can build out your channel quickly,
big things are happening. So I’m always looking for the new channels. The one I’ve
been looking at recently is Twitch. How many of you guys have ever seen Twitch before.
This is the ESPN of our little phone, except for instead of people sitting there
and watching soccer or football or wrestling or whatever sport, they watch each 
other play video games. It’s insane.

But if you go to Twitch and watch those channels, 100,000 people watching someone
play a video game. It is the Sport Center of our phone, it’s crazy. So in your business
could you start a game of business or a game of whatever you do and make it into
a thing? Maybe. We’re probably going to be launching a Twitch channel where we all
just build funnels all day long, and we let everyone….anyway, who knows? It’s going
to be fun.

But I’m looking for channels coming, this is one. But as the phone keeps growing
more things are going to be happening. Right now, it’s still very few that get all
the eyeballs. If you look at the social networks, the ones that have the majority
of the eyeballs are the four we talked about earlier.

So Instagram is your reality show, Facebook is your talk show, YouTube is your sitcom,
podcasts are your radio show. And there’s other ones, your blog, pictures, there’s
a whole bunch of other ones as well. And every business is going to be different.
Some of you guys, pictures might be really big for your business, other people that
might be the worst thing in the world. Some of you guys like to Tweet and that makes
a lot of sense. So it’s kind of like, what platform works for your business?

Alright, so the question is why do we build multiple shows? And I want you guys 
to understand, I had this big epiphany a little while ago. How many of you guys 
like to read blog posts? The weird thing about people who like to read blog posts,
this is deep, they like to read blog posts.  Is that weird? How many of you guys
like to watch YouTube videos? People who like to watch YouTube videos, it’s really
weird, they like to watch YouTube videos. How many of you guys listen to podcasts?
People who listen to podcasts, they like listening to podcasts. It’s really weird.

So I was thinking about this, Steven Larsen, is Steven Larsen here? Yeah, that’s
what I was hoping for. So I love Steven, he’s one of my favorite human beings on
earth, and what’s funny about Steven, I know that Steven’s not on Instagram, so 
if I post anything on Instagram he’s like, “I have no idea what you’re talking about.”
But if I mention it on my podcast he’s like, ‘Dude, I heard your podcast.” He listens
to podcasts, he’s not on Instagram. There are people who are only on YouTube and
they’re not on Facebook. People have the platforms that they love, that they love
to be at, so if I’m only on Faccebook, a lot of people don’t like Facebook and I’m
missing out on huge audiences who are listening to podcasts. Listening at different
places.

So I can be everywhere because there’s crossover, but people have favorite platforms.
Not everyone likes all the channels. I guarantee everyone likes one channel, that’s
where they go to for their news, their entertainment, so it’s there. So I like to
be in all the places so I can get to all the different people and all the different
channels.

So my question for you guys, out of all these channels right here, which one do 
you guys think is the most important to grow for your own conversation domination?
All of them, no, you’re wrong. Any ideas? Which do you think is the most important?
You guys are all over the place. So I’m going to make an argument because this is
probably a little controversial, but I think I’m right.

I think the most important channel to build first is actually Instagram. What? Three
people are freaking out, everyone’s like, “No!” And this is why, this is my framework
for this presentation. The cool thing about Instagram is that on email I can send
like one email a week or day, Facebook messenger, one or two a week maybe. On Instagram,
I can literally with my own reality show carry this phone around with me and I can
do 20, 30, 40, 50 little mini episodes a day, nobody cares. The look forward to 
it, it’s crazy.  So I promote Instagram because Instagram gives me the ability to
promote all the different things that I’m doing all the time, and to actually promote
the episodes.

So a couple of things, number one, Instagram is your own personal reality show. 
I promise you when you first start doing this, the people who you love around you
will think you’re insane. It will drive them crazy because you’ll be like, ‘Hey,
blah, blah.” You’re like, always on video. It’s really weird for my wife at first,
I think, she’s used to it now though, right? It’s tough because you’re like, you’re
documenting this whole process. How many of you guys have been watching my Instagram
stories behind the scenes of the last three days?

If not you’re missing, I’m showing you guys everything, the secrets behind it, it’s
all in there. I’m documenting my, it’s like a reality, I’m documenting every single
day, all the cool stuff I’m doing, and because of that I get all sorts of people
who are watching those things every single day. That’s number one.

Number two is that intimacy is one of the best platforms I’ve seen to build a relationship
with the attractive character. This comes back to what Natalie was talking about
with vulnerability. When I’m on a Facebook live, usually I’m kind of postured because
I’m doing my show or whatever. When I’m on Instagram, I’m at home with my kids. 
I’m at the pool. It’s like a different level of intimacy, where people get to know
you at a different level. I promise you those who watch my instagram stories, I 
bet you most of you guys feel like you know me a lot better than those who don’t,
because it’s a different level of intimacy that happens there.

It also gives you the ability to document the journey. I’m documenting this entire
journey of this event. I guarantee you all of the 10,000+ people today who are watching
my shows who aren’t here; they’re going to get tickets before this event is over.
They don’t know it yet, but they’re going to. I’m giving them some fear FOMO. I 
learned this from Julie, FOMO stands for fear of missing out. So what I’m doing 
is talking about this journey and they’re freaking out because they’re not here 
and they’re missing all the pieces and they’re going to see Tony Robbins backstage
and be like, ‘Ah, I’m missing out on this stuff.” right. So I’m documenting the 
whole journey along this process.

Now again, the cool things I like about this channel. You can publish to people 
20 or 30 times a day and they don’t care. The way it works is I make a little video
and at the end of it I say, “Swipe up” and if they swipe up on the screen it takes
them to any website that I want. Before you have ten thousand followers you can’t
do that. You have to say, “Go to the link in my bio and you can go see this special
thing.” But as soon as you get 10,000 customers, then you can start doing swipe 
ups, which are the coolest things in the world. And I’ll talk about swipe ups, or
how to get 10,000 people here in a minute.

But that’s kindof the goal. So what’s cool about this, I’ll show the next slide,
what’s cool about this is that I’m doing these stories and I’m documenting my journey
and taking people throughout my life, a bunch of really cool things happen. Number
one is I can do all sorts of product placement. It’s not really like I’m selling
stuff, but people buy stuff like crazy. For example, my wife bought these really
cool feet things, I can’t remember what they’re called, we put our feet in them 
and you put some salt in, you put this thing, with 15 minutes all this black green
stuff starts oozing out of your feet.

So we did it with our kids, it was really, really fun. I instagrammed, “Look at 
our feet, this is disgusting.” I’ve gotten, I can’t tell you how many people messaged
me, “Where do I buy that, I need one.” “What’s the link, I need that.” They want
stuff because they’re seeing you interact every single day.

Do you guys remember American Idol, back when you watched American Idol, every single
host has a big old coke on their desk. Coke is paying for them to have that coke
there. That’s not a real thing, it’s product placement. So when we’re filming in
my office I’m like, ‘Oh hey guys, we’re in the bathroom, here’s the Two Comma Club
awards.” And I’m talking about these things and people are like, “I want to be in
two comma club.” “We got the new t-shirts today. These are great.” “I want the new
t-shirt.”

You’re sharing all these things you’re doing anyway and people start seeing it, 
and the product placement is amazing. Number two is you can presell your content.
The goal of my Instagram reality show outside of having all these cool things where
I’m building connection, is to push people to all the other different things that
I’m doing. So I might be like, “Hey guys, I’m working on a blog post, I’m talking
about this. It’s going to be amazing.” Then like an hour later, “Hey, the blog post
is almost done, I’m going it, it’s going to be awesome. How many of you guys want
to see it?” and the next thing will be like, “Okay, it’s going live right now, I’m
pushing it. Here it goes. I pushed it.”

Then all the sudden they’ve watched these three or four stories and they’re like,“
I need to read that post, this looks amazing.” And you’re like, “Get the next post.
Swipe up to check out the post.” And all the sudden they’re like boom, they’re going
and they’re checking out the post, because they’re part of this thing with you, 
the creation of the content.

If I’m creating a YouTube video, I’m creating a podcast, I’m creating whatever, 
I’m talking about and they’re getting it and I’m like, ‘It’s live now guys, check
it out, swipe up.” Insane amounts of people start going and start looking instantly.
So I’m preselling my content, I’m pushing people to my content, I can also promote
offers and products through it and a whole bunch of other things. So I love this.

Now, this is the big benefit of Instagram. When I’m using email and messenger I’m
focusing on that to build my channels. But the problem is inside your channels you
have all sorts of episodes. If you’re like me, you’re putting out a whole bunch 
of content, you’re blogging, you’re YouTube, your Facebook, all these things are
happening and if I went and emailed my email list every time I had a new piece of
content going live, I’d be getting like 30 emails a day, and they’d hate me, and
they’d unsubscribe and be angry.

So I use my email and my messenger to build these channels up and then when something
goes live on my podcast, those who are already on my channel will hear it, and if
they aren’t, they’re following my instagram, I’m going to push them back into these
individual episodes. Does that make sense? So Instagram gives me the ability to 
push to all the different episodes, all the content, all the things that I’m pushing
out there, that’s why I love instagram so much.

If you guys want to see this happening, this is my instagram thing. If you’re not
following me yet, go to russellbrunson and you’ll see it, you’ll see behind the 
scenes of what we’re doing. We’re talking, we’re sharing, I’m taking this journey
in my life, and then when I have new content I’m like, ‘Check this out, check this
out, check this out.”

This is powerful because imagine, a lot of people post a YouTube video, I’m going
to get into this a little, but I got excited. I’m jumping ahead. You post a YouTube
video or a podcast, all the algorithms are based on the viewership you get and how
fast. So if I’m talking about my thing, talking about it and all the sudden I post
a video and I tell my entire instagram, “Swipe up right now.” And I get 3000 people
to actually swipe up and actually go and watch the video, I get 3000 views within
the first 5 or 6 minutes of this thing, it spikes everything else and it amplifies
everything else you’re doing on every single one of your channels. Does that make
sense? So it’s really, really fun.

So if {inaudible} in instagram before, this is the little block right here. You 
click on Instagram, then you click over there at the very top. The very top across
the top are my little reality show. So this is my reality show, who else is on that,
I think Natalie’s up there. There’s Natalie’s reality show, Kaelin’s reality show,
Alex CHarfen’s reality show, Rachel Peterson, holy cow, four of our speaker’s reality
shows are all at the top across there, and mine.

So you click on the one you want to watch and then you pop up and you’re like, ‘
Oh there’s Russell and Norah, what are they doing today? She’s so cute. Oh she doesn’t
want to go to school today. She’s angry. Oh Russell got a new blog post. I should
check it out.” Boom. I got you. Right? Connection, now you actually care.

Most of the time you write a blog post and you email your list or whatever, nobody
cares. Here they care because they’re part of that journey of “I’m writing this 
thing, doing research, this is why I’m talking about this. OH you guys are going
to love it, check out this picture I just posted right here. I can’t wait for this
thing to go live.” And then it goes live, and they’re part of it with you.

If they’ve been part of the creation process, they’re going to be more engaged as
you actually do it. They’re actually going to care. And that’s what instagram stories
give you.

I’m not going to have too much time to go into this, but there’s an amazing article
by Kevin Kelley, I talked about this at last year’s event too, called A Thousand
True Fans. His argument is basically like, if you have a thousand true fans that
are following you, that’s enough for any type of creator to have an entire business
to run their whole life off of. So I look at who are my true fans? My true fans 
are people who are following me throughout the day, watching me. My definition of
true fans is someone who’s on Instagram, who every single time I publish something,
they’re there.

I know who you are because you can click on the button and see all the people. I’m
like, “Oh, I know exactly..”I can see exactly who those people are, they’re your
true fans. So I love instagram and that’s kind of the key.

So to show you guys how this all works. So I wake up in the morning and I’m like,“
Hey I’m in bed you guys, what’s going on?” and I’m like, “Hey, I’m here with Norah,
she’s so awesome. Norah, say hi to everybody.” And then I’m like, ‘Hey guys, Funnel
Hacking Live is 6 days away, swipe up right now if you haven’t got your tickets 
yet, It’s going to be awesome. Swipe up and just go for it.” And I’m like, “Oh my
gosh you guys, I’m in the bathroom right now at Clickfunnels, and we actually have
this, the new squirrel painting somebody just hung them in the bathroom. Check this
out.” And I show the new squirrel paintings in our bathroom.

And then the next one I’m like, “You probably don’t know what the new squirrel joke
is, it’s probably really awkward that I just showed you this, so if you swipe up
right now you can see this really cool new video about the nude squirrels and my
joke will make total sense at that point. Swipe up.” Boom, it sends them to Clickfunnels.
com to watch the new squirrel video.

Then I’m like, “Hey guys, we’re in the hall right now. Check out all these two comma
club winners, how many of you guys…we have 258 people that have gotten two comma,
that means they did a million dollars in a funnel, it’s exciting.” “Hey guys check
this out over here.” “Hey guys, I just posted a new podcast called Marketing Secrets,
you guys should check it out. I’m talking about blah, blah, blah.” And all the sudden,
boom, now they listen to my podcast.

So throughout the day I can get someone to visit my blog post, or they watch my 
video, they can listen to my podcast, and they’re connecting and they’re watching.
I watch you guys who are watching me. All day long I’m doing it. I can tell that
every time you get a break you’re checking your phone and you’re watching. I’m the
same way. When I take a break from something I’m like, the people I actually care
about that have reality shows, I’m interested in their life, who can I watch. Then
I’ll watch one of them, two of them, three of them, four of them. Then I got back
to work. I’ll work for a while, come back and like, ‘Okay, what’s happening in the
world?” I will listen and start following the people I actually care about.

The same thing will happen for you. People will listen to you all throughout the
day. They’ll be connected to you 5, 10, 20, 30, 50 times a day. It’s crazy, and 
they’ll actually care about what you’re doing and they will connect with you.

This is Gary Vaynerchuk, if you watch his. Here’s Gary at a book signing. Here’s
him signing more books, then he’s like, ‘Oh if you want my book, swipe up to get
my book.” And he’s like, “Swipe up to get my book.” And then he’s like, ‘Hey I made
a video about me, swipe up and watch it.” Then he’s like, “Hey swipe up to watch
my book again, or my video.” Same thing he’s doing as well. Building a connection,
taking people on a journey, pushing to the individual content that you’re pushing.

This next one, this is Sarah Wells, she didn’t know I was going to be posting videos
of her, she’s here somewhere in the audience. She runs our Best Bites blog, which
is a cooking blog and they’ve got a whole bunch of other things as well. So I was
watching, as I was doing this presentation I was watching her, she’s one of the 
channels I watch. So here’s her right now. Then she’s talking about, I can see the
pictures here, one of their products, “Swipe up for the product.” Then “Here’s the
whisk that we sell.” Then they’re back to her family talking about stuff, sharing
messages with her kids, bringing people on the journey, showing her fingernails,
then “Swipe up to get the finger nail polish.” Product placement, boom, here’s the
next thing.

So she’s taking people on the same journey, then pushing them to the different content
and the things that she’s selling. That’s why I love instagram. So this is literally
going to be your reality show.  A couple of things, the goal of your reality show
is to get people to, you’re going live, you’re getting comments, you’re giving people
engagement, you’re building a rapport and a couple of other cool things.

Alright, a couple of things, how do you get to ten thousand people quick, that’s
the goal. When you get to ten thousand people it unlocks the swipe up. Prior to 
that you can’t do swipe ups, so it’s like how do you get ten thousand people as 
quick as possible. So I’m going to walk you guys through what I would do. Number
one is use your distribution channels you’re building up. You have email, you have
messenger from the stuff we were talking about before, use that to push people to
go and subscribe to your instagram. Build the channel through the distribution you
already built.

If you’re already big on Facebook or YouTube or other places, use that to push people
in. If you notice when I came to this event, did you notice I posted it on Facebook,
I posted it on three or four different places. I’m like, “I’m going to Funnel Hacking
Live, it’s going to be amazing. If you want to see behind the scenes go to instagram.
com/russellbrunson and follow me, it’s going to be amazing.” Got 4 or 5 thousand
followers just me telling other platforms that I’m coming here, to come follow me.

So everything else you’re doing, push people back. “If you want to see behind the
scenes, come to my reality show, it’s on every single day, it’s so exciting. Come
check it out.”

Number two are paid swipe up ads. So you can actually target people who are most
likely to buy your products and run swipe up ads. So here’s a swipe up ad that…”
Hey, my name’s Russell Brunson and in the last 12 months I’ve helped 93 entrepreneurs
make at least a million dollars inside of a sales funnel. If you want to learn how
then click on my profile and follow me on the journey and I’ll show you how you 
can do the same thing as well.”

That’s it. How many of you guys saw that ad and that’s why you follow me on instagram?
Somewhere you saw it and you’re like, click on it, now you’re mine. Now you’re part
of the reality show.