Reasons for entry vs reasons to stay. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to share with you guys a little... It's 20 words, maybe 30 words, inside of a secret fax I got from Dan Kennedy. While he has only recently acquired his company and so I've been going through the archives, and there's this fax he sent to the old owners and I'm not allowed to share the whole thing because literally on the front page it says... Let me see what says, it says, "Confidential. Prepared for internal use only." Anyway. But there's this one little paragraph that is so cool and probably going to change some of your guys' lives forever. I don't want you to miss it. We're going to keep things on, come back, I'm going to tell you what it is. I'm going to explain it. And hopefully this is a little marketing secret you guys can use. Okay. Inside of this fax, so this is actually a fax. Bill Glazer, who's my first mentor in this world. Anyway, so Bill Glazer owned Magnetic Marketing. When I was with Bill, on my sixth year of his mastermind group is when he sold it to this PE firm. The PE firm destroyed the company, ran it to the ground and then Adam Witty bought it from them. Adam Witty got this fax from Dan. It was basically, "This is what is wrong with the business. This is how they killed it. Here's how to fix it. Here's what it was supposed to be. Here's the..." It's almost Dan's business plan for business, which is really cool. And so then Adam ran it for three years and then we bought it from Adam. I think there's so much like gold in here. I wish I could do a whole event just on, "Oh, here's a fax that Dan sent showing how to fix his own business from the PE firms who ran it into the ground." Oh, there's so many cool things. But okay, I can't give you it all because I'll get in trouble, but there's a nugget. I'm going to go on a limb for you guys because this nugget is so cool. And I want you just to understand it and to be able to use it. And it's interesting because I saw it last week at our over Inner Circle meetings and I saw the practical application of this again. Okay, you guys ready for this? Get out a pad of paper and a pencil if you want to go deep. In this section he titles the sections, "Reasons for entry versus reasons to stay." And then underneath that it says, "The acquisition versus attachment." We're talking about reasons for entries, how do you get people into your company, into your community, into your world, so that's acquisition. Versus reasons to stay, and that's attachment. So how do you get somebody into your community and then what gets them to actually stay in your community? Those are two different things. And then the next sentence says, "Not the same, not even close." Because a lot of times people think, "Oh yeah, you acquire a customer. They stay because they want to and keep buying your stuff." It's like, no, no, no, no. Acquisition and attachment are two different things. Then what Dan said here is the last sentence I'm going to read to you from the fax. He said, "What brings them in the door initially is almost never what keeps them inside over time." Let me say it one more time. "What brings them in the door initially is almost never what keeps them inside over time." And so for example, most of you guys who are listening to this, you came in based on some front end something, some kind of acquisition. It could have been a lot of things. It might have been one of my free books. It could have been, you heard me on someone's podcast. It could have been, you saw me in an event or you saw a YouTube video. Or there's something that got you and peaked your interest and it acquired you, got you into my world. Acquired you as a customer. Now, if you look... In fact, so the very first time I got this is when we firs