I paid $12,500 for this book about mind control...it was worth it

0:00 This is a first edition copy of the book called Propaganda by Edward Bernay. I spent $12,500 for this copy because it's a first edition and it's got the original slip cover which dramatically increases the value and it's the first book ever written on like mass persuasion for marketers and for salespeople and it is amazing. I bought this one because there's a documentary on Netflix called Propaganda telling the story about Edward Bernay and then there's also another documentary on Netflix called Century of Self and I watched both of those and I was so fascinated about the story of the author and then what he actually did how he developed propaganda and how he used it to sway wars use it to like shift and move markets. It's just I wanted to learn from the guy who actually did. And obviously you can go buy the book on

0:46 Amazon for probably 10 bucks. But I don't know something different when you spend a lot of money for a book. You value it differently and you're more likely to read it. At least for me. The story behind this book and why it's still relevant today. If you go back in time, it was actually a lot of you guys know who Sigman Freud is. And Sigman Freud was the psychologist who discovered our subconscious mind or he called our unconscious mind. And he was the one who first was like using these concepts in psychology to help people and to change lives, right? No one ever thought to use this stuff for business or for marketing. And then his nephew, his name's Edward Bernay. Edward's sitting there and he's listening to Freud talk about all this stuff. And Freud's using it for like a psychology like here's how you help patients and you know how how to fix their the things that are holding them back in life. And he was like, I could use these things to create mass movements to get people in mass to move and to change everything. So he took all of Freud's concepts he was teaching. And then he came to America and he started using them. And

1:32 it was funny cuz Freud was actually super mad about it. Like he's like, "You shouldn't be using these things for marketing and sales." But Bernay's like, he saw the vision. And so the first campaign he actually used was World War I. Nobody wanted to be in the war. And normally people when they would sell concept, they would sell like here's the features and the benefits, right? Here's the features of the war. Like it's going to be really good. We're going to win this, you know, like logically they try to sell things. And Bren's like no, people don't choose things logically. They do emotionally. And so he started creating stories to emotionally get people to buy into the war. And within a year or so, he had everybody like America as a whole was like bought into the war. They believed in it. And it was all because he influenced their feelings. prior to this, especially look at America back, you know, a long time ago when they would buy products, people bought what they needed, right? I need to go get a new shovel. My toilet broke. I'm going to buy that thing. And what he came in say, no, if we play off people's desires, we can create wants and then

2:19 get people to buy what they actually want. Putting these desires in people's hearts, they wanted something and then he could get them to move to buy things or to whatever thing might be. And so, it's super applicable today because if you look at like when I'm selling from stage or at a webinar or during a challenge, I am not going off of what people need. Like, they don't need a funnel. they don't need whatever, right? And I create that desire and then that desire is the thing that actually sells them, right? It's tapping into their subconscious beliefs and desires and that's how you get people to move. Like we have a whole event, the whole premise of the event is called subconscious selling. It's all based on these same principles that Bernay's figured out and how to use them. Again, Freud used them for clinical psychology. Bernay's used them for mass control to get people to to move and we're using now for challenges, events, webinars, video sales letters, all the stuff we do in online marketing today. One of the

3:04 principles that Bernay teaches in this book talks about people are normally trying to sell products. He's like people don't necessarily going to buy products, they buy identity. You take a product over here and you're going to attach it to an identity and that's the key. So a practical example when we built Clickfunnels, Click Funnels is a product, right? It's software. People aren't passionate about software typically, right? And so I was like, okay, I can't just sell a product. I need to attach it to an identity. So I was like, what's the identity of the person who will be using this software, right? So we started thinking about that. And so for us it was like okay we're going to create an identity called the funnel hacker and this is what funnel hackers do and what they believe and how they show up and how they serve and these aren't people who are trying to get rich quick. These are people who are trying to change the world right and we create this identity and then we attach the identity to the product. Right? Bernese has a really cool case study in propaganda where he did the same thing in the smoking industry. He said that it was after the war happened and then um I can't remember who it was

3:51 whatever the smoking company at the time was they hired him to like we saw what you did getting everyone excited about World War I. Can you do that for smoking? They said right now men smoke but women do not smoke. It's not a thing that they do. And so he went back to Freud like, "Hey, what would Freud do over here?" And he developed a campaign. And what he did is he took the the product, a cigarette, right? And he had to create a new identity. And so he figured for the female audience who weren't smoking now, what's the identity? What does that look like? And he crafted this whole campaign for women. And then he organized like this dramatic demonstration where news cameras and TV and everything happening. And he had all these beautiful women come out all smoking cigarettes. They said it was like this torch of for women to show like they were independent and all this kind of thing. And it used the identity of that is what got people to move, not the cigarette, right? Because they couldn't get women to smoke. They tried changing the colors. They tried everything. They couldn't get them. And then when they he created an identity

4:37 that other women would want and he attached it to the smoking, then people moved in the masses. Attaching identity product just one like such a simple such a powerful concept. It's been huge for us inside the Click Funnels world. And that initial concept came from Bernay. I had a chance to speak at Grant Cardone's 10X event. And there were 9,000 people in the room. Most of them had never heard of me before. Like I was not the famous guy in the I was a guy coming in to sell. And so I got on stage, first 10 minutes of my presentation, I was like, I have to create an identity. I have to create something like that. And so I did this whole thing at the very beginning. In fact, we handed out to everybody in the audience, all 9,000 people. We had this packet in the audience and it had a big sticker said, "Don't open till Russell Brunson comes on stage." So I came on stage. I'm like, "Grab the packet, open it up and pulled out and there was a pen and an order form and some notes and stuff like that." But there was a sticker that said funnel hacker on it. And I explained to everyone what a funnel hacker was. I'm like, "This what a funnel hacker is.

5:22 This is how it works." I basically told them what it was. I was like, "How many guys sound like you? does it sound like you? And they're all like, "Yes, yes, yes." I'm like, "Okay, you guys are all officially now funnel hackers. Welcome to our community. We're so glad to have you." We had this like literally like a sticker they could put on their laptop or on their their their iPhone case or whatever that that showed that they were funnel hackers. There's the speaker on the stage and there's the rest of the audience, right? And you're trying to build rapport very very quickly. But not only am I trying to build rapport, I'm trying to create an identity they can attach to very very quickly. And so I did it by showing case studies of other funnel hackers who they related to, who they wanted to be. They saw those people in themselves. And then I'm like, "Okay, how many you guys want to be a funnel hacker? Here's like the identity like here's the sticker. If you look at what we've done in the Click Funnels community when somebody comes in, we give them a funnel hacker t-shirt. Man, we've been giving out t-shirts for 10 years to say funnel hacker. I've seen them all around the world, people wearing them. I remember showing this to Caitlin Poland and she did the same thing for the lady boss movement. She

6:08 gave people shirts that say I'm a lady boss. But was fascinating. She said when people put it on, she's like, "It's like putting on their superhero cape." And when they said that, I was like, "Oh my gosh, it's like it's like taking this identity of like I'm a lady boss or I'm a funnel hacker." And they're putting on this this superhero cape where all of a sudden like they become something different. They have a new identity. no longer Russell Brunson like the guy on the side of the street like I'm Russell Brunson. I'm a funnel hacker. Like they identify with this thing which brings them together. And so that's just like one simple way to do that from a stage presentation but also as you are building a movement of people is like giving them an identity and literally having them wear their new identity on their shirt like a superhero cape. The more you start studying these different principles the more and you start using them. Like for me I initially would use them you know again in an audience but then they become part of your language and you start using them in all parts of your life. Another principle that

6:54 Bernice talks about, it's fascinating because he wrote the book called propaganda. But then over time, like just that name propaganda started getting a bad rep because everyone's like, you know, oh, this is propaganda. Like it became negative. And so he's like, how do I change this? I don't want this to be a negative thing. So he literally changed the the concept of what he was doing and like what he was creating. He changed it from propaganda to public relations. Like he created he literally invented PR and all PR is is just propaganda. Like like it's literally the same playbook. And so it's funny cuz like you took something that's that's um by one name and then just change the name and all it's like it's a different thing, you know? Like I remember there's a I can't remember a cartoon or a joke about someone's like, "Can you pick these these dandelions? Like they're so ugly out the yard." It's like if you just gave it a pretty name instead of dandelion, like people would actually like, "Oh, these grass flowers are beautiful." Or if you had a

7:39 different name, it would change things, right? And so for me, a lot of times I look at stuff like that where if I can reframe the message like somebody is saying something that's negative, it's like, "Okay, how do we I hate saying spin it cuz that's what someone would do in propaganda, but that's what it is, right? How do you spin that thing to be a benefit versus like a negative thing, right? Joe Sugarman in his book Triggers talked about this. He he got hired by this advertising company and they they were selling these an air filter on top. The air filter had this really ugly like gray furry thing and everyone's like, "Oh, that gray furry thing is ugly." So, everyone tried to hide it and they couldn't sell it cuz people would buy it and they'd refund it and it just wasn't working. And what Sugarman did, he's like, "I have to change I have to change perception." And so he changed the headline for the ad to like get the air filter thing with I can't remember the headline was but something about the the fuzzy thing on top of it and he changed it from this thing that everyone's like oh this is horrible to like that became the benefit like people were like he just changed the name of it all like oh

8:26 check it out and this great thing right here this is the thing that makes the whole thing work and it it shifted the conversation by making it a benefit versus you letting people take the message the way it was right you hear the word propaganda most people have a negative connotation when they hear that word initially and it's like oh let's just call it public relations now it's now it's beautiful. So in advertising it's it's looking at that like what are the negative things people are saying about you your business your brand whatever and how do you spin that how do you change it see this a lot in cancel culture someone gets canceled it's like really quickly okay how do we how do we reframe this message how do we shift it in a way where it looks different I mean over the last four or five years you look at the people who've got canceled and those who've come back from it the ones that have are the ones that are masters at reframing the message and shifting the ones that haven't don't understand this principle there's so many ways you can use this I use with my kids sometimes where we want them to eat healthy food but healthy food you call healthy food guess what they will not

9:11 eat it. Right? So when we come back instead like we try to reframe the message like these are the blah blah blahs that actually give you six pack abs. Like what? Like yeah you eat that you get six pack abs cuz they don't want healthy food but they want abs right they want the like that's the thing that they want. And so it's like how to reframe this message so that you're delivering what people need but you're doing it in a way that that gives them what they actually want. I had one quote I wanted to read Bnee said chapter one like the second paragraph. He says we are governed our minds are molded. Our tastes are formed. Our ideas are suggested largely by men we have never heard of which is interesting. So a lot of us think like oh yeah I have my own ideas I have my own like I believe these things like what you know like everyone thinks that they are their own person but the reality like you said here is that our minds are molded our tastes are formed our ideas are suggested largely by men we have never heard of. These are people who are on the back who are creating these propaganda or these PR

9:56 campaigns, whatever you want to call them, right? So you look at that, it's like if you look at any area of your life, like this stuff is happening, right? Propaganda again was brand new in the early 1900s when this book was first written. But it's the same Bible that people are using today. You look at political movements, right? Like recently we had an election and you look at this like both sides, left and right, are using this at deep deep deep psychological levels. They're not just like hoping they're going to win. Like they are looking at this playbook and they're figuring out all the different things like all of the different principles that Bernay was was influencing and doing the things he learned from Freud initially like they're using them in politics for positive or for negative. They're using them on not just politics as a whole but every single policy. You'll get any policy that's heated that there's a charge behind it. The reason why is because there are people on both sides fighting back and forth using propaganda. Whenever you see something that's charged or heated is because both sides taking the same issue and they're

10:42 using propaganda against it. And you see this religiously a lot, right? You think the base of religion is all about love, right? Like almost every religion like that is the key foundational thing, yet there's so much fighting and wars between it. And why? It's because people have these things that they believe in, these ideologies, these whatever. And then they use internal propaganda to try to prove that they're right and that someone else is wrong. They say that the word war stands for we are right. It's like two people fighting over both thinking that they're right. And they're both coming in, they're using propaganda, they're using these same principles to try to to try to persuade people to their to their side of the the table. And so it's important to understand because number one is you are being persuaded literally every day and most people don't think they are. Like you look at the paragraph two of the propaganda book like your life is being dictated your mind your like all these things are happening by men you're not even aware of right there. People behind

11:28 the scenes who are creating the advertisements the the the YouTube videos they are creating like music the culture like all these kind of things are being like we think that they're just like oh this is just how the world is. It's like these things are very much thought through. people are engineering and they're they're puppet mastering this. And so it's becoming aware of it on your first on your side so you can protect yourself so you can actually make good decisions. But number two is after you understand it like this is how you influence people, right? If you want to have influence on people, if you want to change people's lives, you want to help people get from one spot to the other especially when maybe they don't they don't want to like you have to learn how to do these things because this is how you're able to move people change their lives when you really understand all of the principles behind mastering propaganda or PR. Okay, so I'm going to switch to Pitch Russell for a second. Now, if you want, um, I have all my notes and outlines from all the stuff

12:14 I pull from Propaganda. I even have a full doodle of kind of the framework that I built that I can use over and over again as I'm kind of going through these campaigns with the marketing and the advertising I'm doing. If you want that, I'll have a link in the description. You get a free copy of it. And number two is during the election, I actually made a really cool video showing the two different sides, their funnels, what they were doing, what worked, what didn't work. This is before the election results happened. So, you get my kind of my opinion based on their marketing, who was going to win. If you want to watch that video, there's a link right here to check it out. Other than that, I hope you enjoyed this video on propaganda. Again, this is one of the most powerful things you can learn and master if you want to persuade people, move them, and change their lives.