The Russell Brunson Show
Unlocking Desire: The Missing Ingredient in Marketing and Sales | #Success - Ep. 04
Mon, 27 Jan 2025
In this episode we’re diving into one of the most powerful forces driving success in marketing, sales, and life: desire. I break down the three steps to understanding and amplifying desire - not just for your customers, but for yourself and the people you want to influence. Whether you’re trying to boost sales, refine your marketing strategies, or motivate yourself to reach new goals, learning how to harness and amplify desire is the key to unlocking success. We’ll talk about how to identify existing desires, connect those desires to the results you’re offering, and amplify them to create unstoppable momentum. I’ll also share personal stories - from wrestling, parenting, and even building ClickFunnels - that reveal how desire has shaped who I’ve become in both business and life. Key Highlights: The Three Steps to Desire: Identify, connect, and amplify to influence and motivate. Why desire is the foundation for successful marketing, selling, and personal development. How to inspire desire in your customers, audience, or loved ones - even when it feels impossible. The power of proximity: Surrounding yourself with passionate people to fuel your own fire. Reframing false beliefs: Overcoming the subconscious barriers that hold you back from success. Whether you’re a marketer, entrepreneur, or someone striving for personal growth, this episode will give you incredible insights to influence others and truly get the results you want. https://sellingonline.com/podcast https://clickfunnels.com/podcast Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/marketingsecrets to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: What is the main topic of this episode?
Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth.
ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world. This is The Russell Brunson Show. What's up, everybody? This is Russell. Welcome back to the podcast.
Excited to have you guys here and excited for this new format. I've really been enjoying it and actually gotten really good feedback from you guys so far. So unless something else changes, we're going to keep on going down this path, which will be a lot of fun of me just kind of picking topics I want to geek out on in different areas. So today's topic I want to talk about is desire.
But what's interesting is I want to talk about this from different uh, like probably two different standpoints. One from you as a marketer who's trying to create desire in the hearts of the people you are selling because more desire to have the thing you're selling, the more likely they are to buy. But number two, how do you create desire in your own heart, right?
In your own body, in your own thing, like, you know, you should be desiring this thing, but you're not like, how do you, how do you create desire? And then on top of that, how do you influence people? It's kind of a multi-purpose thing. So I don't know if this one's categorized under secrets of success or marketing secrets or selling, but it's kind of a blend of all those.
But it's been something that's been on my mind a lot recently from a lot of standpoints. Obviously – Uh, I think it, for me, it stems off of, I mean, honestly, number one is my kids. Like I love my kids. They are the coolest people in the world. Uh, but they are also for me, the hardest people to influence, like, and to help and to guide and to teach.
And it's so weird to me, you know, like, um, all people who pay me insane amounts of money for me to give them my advice. And my kids are like, dad knows nothing. I'm like, I swear I know something like that. I'm sure you guys experience that if you have kids as well. It's really hard to be – what do they say? It's hard to be a prophet in your own hometown, right? And so that's been interesting.
So I keep thinking about it. I'm like, how do I create desire in my kids for stuff that's good, right? Stuff that they should desire for like God and like eating healthy and being – like all these things I just – like I have huge desire for but they don't. How do I influence them? How do I – it's hard, right? But then at the same time, it's like, okay, how do I –
The people I'm influencing, like my funnel hackers, my prime movers, the people I'm trying to help in their journey, like how do I influence them? If they already have desire, how do I increase that desire so that they're more likely to actually follow through and actually do the things?
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Chapter 2: How can you create desire in marketing?
All of a sudden, like, speaker on day three dropped this little nugget. I was like, oh, I took that nugget, applied it, boom, made more money. I was like, this is insane. I just got to weed through all this content, all this stuff. If I find one little thing, it equals more money, right? And so I became obsessed with this, like passion. I started buying books and courses and everything.
Every course came, I bought it. I devoured it. Devoured, not looking for like, I need this thing to change my life. I was like devouring it for one little nugget. If I get one little nugget from a four day course, boom, changes everything for me, right? I remember going to seminars. I remember one seminar going to, and I was there for like two or three days.
I'm like, I'm getting nothing, getting nothing. And then that night, everyone's going out to the bars and I'm introverted Russell. I'm Mormon. I don't drink, but everyone's going to this bar and they come on out and hang out. It's going to be fun. I'm like, ah, you know, and, um, I was like, okay. But I'm like, I don't want people to think I'm down there drinking.
So how do I make this not – like worst case, I want someone to like tell my wife, hey, I saw Russell at the bar yesterday. So I'm like, I'm going to the bar. But don't worry. I'm not drinking. I just – everyone is going down there. I got to hang out with them. So I go down to the bar and the funniest story.
I go down to the bar and the bartender or whatever, the person comes up and asks something to drink. I was like – first in my head, I'm like, oh, I'll get a Sprite. I'm like, ah, Sprite looks like – everyone else is drinking. I'm like, ah. It's funny. I was like, what does it look like when everyone else is drinking? I was like, can I order a milk? And the guy's like, you want a milk?
I'm like, yeah. And he's like, yes. And so he comes and gives me milk. So I'm holding this milk because the milk, at least in my mind, doesn't look like alcohol. So I want everyone to know that I'm not drinking. I'm drinking milk. And everyone's like, what are you drinking? I'm like, oh, it's milk. They're like, what? I'm like, I'm warming my own drink. So I'm drinking a milk.
They're like, that's weird, but oh, whatever. So I'm hanging out with these guys at the bar. And the more drunk they get, the more they start talking, the more they start sharing. And in a very short period of time, these guys start dropping this goal. And I'm like, what? I'm scooping up the goal, going back home, implementing. I'm like, I'm making so much money. So...
Because of that, this desire for learning started growing, okay? The desire for money caused me to have a desire for learning. And then I started learning everywhere. It was books, courses, seminars, whatever it could be, right? And so I became a voracious studier, learner, not looking for like, this book's gonna change.
I think a lot of times people are like, read a book and they give a negative review. Oh, this book has got regurgitated stuff. It's like, who cares? I'm not, like, all I'm looking for, one nugget. That's like fun hockey, like people come, it's like a five, you know, it's a four-day event plus a one-day date with Dan. Like, is it gonna be worth it to come? I value learning so much.
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Chapter 3: What personal experiences shape the understanding of desire?
So the first thing we did is we created, we tried to figure out what do people actually value? Like what are the things they value the most? Things they have the most desire for, right? So what I did in this event is I gave everybody a packet of sticky notes. I said, I want you, as fast as you can, top of your mind, what are the things that bring you the most happiness in your life?
The things that are the best, right? Things you value the most. And I said, write them down on these sticky notes, and as fast as you can, start laying them out on these little poster boards, right? Everyone went down and they started writing it down. I did the same thing. And so I was up on stage. I had the big old whiteboard. I started writing down things that I value.
I value reading, learning, understanding, religion, God. I value growth. I value health. I value social listening. I have as many things as I can, like hundreds of them, right? As fast as we can. So we're listing them all out, putting all these sticky notes all over. And we have the whole whiteboard of all these sticky notes, right? And everybody else did the same thing.
Now, by the way, like a month later, we were at spring break with my kids. I did the same experience with them, which was really cool. So I gave them all sticky notes. Like everything brings you happiness. Everything that you're excited about, like write it down. So they're all writing down. And so we spent, you know, 15, 20 minutes writing down as many different values as we could, right?
Now, Tal calls this a value galaxy. So with this big galaxy of all the things that we value, right? And so that's step number one, which is really fun. So you can do it for yourself. Okay, this is gonna help you learn a lot about yourself. You can also do it with, again, people you're influencing. So that's step number one. And step number two is then you look at these value galaxies.
So you might have 50 or 100 different things that you value that are exciting, right? But you start looking at them, you'll notice that these things will kind of group into what Tal calls value themes. Okay, so what happens is like, okay, all these 20 here are all, if you look at those, they're all tied like my health and fitness, right?
So I'm gonna put all those things together and like this is the theme was health and fitness, right? And underneath there, there's 20 things that make me happy, right? Okay, and over here, I'm gonna take, these are about religion, about faith, right? These are about faith. And so I take these and these 15 things, I'm gonna put them together and these are all faith.
So that becomes a value theme is faith. And then I find another one. So for, for everybody, I said, do that. And you should be able to find five or six value themes will start popping out for you. Right. So putting together, we find these different value themes also. It's like, cool. I have these value themes. Um, and so, um, we have those, we have those different themes.
Um, and now based on that, now it's like, Hey, now I know here's the five or six things that I value the most. Okay. And so that's what we did to figure out what the values were. And then this is the coolest part at, at, uh, Mexico. We did is that I said, you know, like the, the, um, I think I and ran said that like, um,
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Chapter 4: How do you influence desire in others?
I want some of that. What they're doing is they see this raging inferno of Russell, right? And they want to come and they want to get their spark close to that because I think if they do, it'll catch on fire. And it's true, right? Think about that. I'm always looking for people to connect with who are already on fire because I know if I'm around those people, it'll grow.
You hear people say all the time, you are the average of your five closest friends, right? In all sorts of things. In your income, right? Whoever your five closest friends are, how much money they're making, that's how much you're going to make. Same thing with your health, your weight, your energy. Whoever you're surrounding yourself, you'll be similar to, right? And there's a couple reasons.
Number one is either because you're going to drive everyone down. down to your level, or number two, you're gonna rise them up to your level, right? You're gonna be the fire that turns their spark into a fire. Oops, sorry. And so for me, it's like I'm always searching out people who are on fire. In fact, Andy Elliott, speaking of Fun Hockey Live, a lot of people are like, why do you like Andy?
Andy, like, he messed up in his past. He did some bad things. I'm like, because when I saw Andy on mine, he was on fire, and I wanted that. And I messaged him, I'm like, dude, I don't know what you got, but there's a flame and my, my, my sparks dwindling and I need to light myself on fire. So I called him up, flew out to his office. I spent literally less than 24 hours with him.
And like his flame was so big that my little spark that was like kind of trembling and struggling, like caught back on fire. I came back home. I was like, all right, everybody, we're like, I'm like, I took that flame back to my team and then my team got on fire. And like, and like, that's how this stuff works. Right? So you take this desire and, Number one, think about all the time.
Number two, you got to go and you got to find people who have the inferno and you get proximity. Proximity is power, Tony Robbins says all the time, right? Okay, number three thing here. A lot of times we focus on our future self, the thing we want, right? Our future desire, which is awesome.
But the thing we forget about a lot of times is that we have this past self that's potentially holding us back, okay? I've been talking a lot recently about subconscious mind and from so many different standpoints.
But our subconscious mind is like all of the things, the stories we've been telling ourselves for the last decade, two decades, however long it is, our entire life, they have these belief patterns, right? Sometimes we're looking at the future. We're thinking about what we want to achieve and who we want to become.
The problem a lot of times is that we have these false beliefs and this baggage we've been carrying around subconsciously. And if we don't look at that and address it and figure out how to break it, then those chains will hold us back, okay?
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