Over the past several days, a few people have asked me what I think about hardcore internet marketers like Russell Brunson, et al. I’ve been thinking about whether or not I wanted to address this and decided it needed to be done.
This post is about Russell. But it’s not about Russell. Keep reading, you’ll understand what I mean.
Two points here:
1. Regarding people who aren’t his fans, they probably have valid reasons.
What he’s built with ClickFunnels is the epitome of what is tiring many of us out — and overall, causing more burnout. I think it’s safe to say that many of us are sick of always been “funneled.”
We don’t mind buying, but it’s nice to feel like we aren’t always been pushed or pulled into the sale using, “15 Psychological Hacks Proven to Convert!!” Consumers, especially Millennials, can smell immediately when it’s being done to us, and it is exhausting.
The constant innovation in marketing and software helps to combat the fatigue, but doesn’t stop it. For the most part, funnels are synthesized interaction that treat humans like data and spit out cash.
Some things to keep in mind at all times in this space, or any with recognizable “thought leaders”:
- Popular is not the same thing important or long-lasting.
- Effective is not the same thing as empathetic.
- The success of a business is not the same thing as the success of that company’s clientele.
- The loudest person in the room is not always the most correct.
In other words: Proceed with caution when you hear a big megaphone. That includes listening to anything I say with my megaphone.
2. That being said: Russell knows his shit.
But his shit isn’t for everyone.
Brunson’s software is on point. No argument there. I use it. It’s objectively better than everything else out right now.
No, marketing isn’t dead.