Selling through significance will stop your growth, selling through the success stories of your students will change everything. On this episode Russell talks about the difference between selling through significance and selling through the success stories of your students. Here are some of the insightful things to look for in this episode: Why selling through significance will only get you to a certain point, and why it makes your audience feel dirty. What it means to sell through the success stories of your students. And why sometimes when we start off selling with significance, and why we should move away from it as quickly as possible. So listen here to find out why selling with significance makes Russell and your audience cringe. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I am in the penthouse overlooking Boise, getting prepared to finish the entire Traffic Secrets book. Alright my friends, so yesterday as you know, I was driving down here to the penthouse, if you listened to yesterday’s podcast episode, I got here and I’ve been working on editing the book. We got the first manuscript finished, and now we’re going back through from the top editing and having some fun. We also spent probably 7 or 8 hours getting a shot set up to be the cover of the Traffic Secrets book, here in the penthouse. It’s going to look so cool. Basically we pulled all the couches out of the front room and set up a desk with these monitors, and we have a crane in here with lights and everything, and tonight between 8:20 and 8:40 is when the light is perfect. You can see everything set up. So we have photographers, video guys, everything coming, and we are going to be capturing these epic shots for the video, or excuse me, for the trailer for the Traffic Secrets book launch. But not just the trailer, but also for the, it’ll be ads, and it will also be the book cover. Sorry. Trying to get a still image from this shot to be the book cover. So a lot going into it, but we’re excited, it’s going to be really fun. So that’s what’s happening today other than I’m going to be working on the book. And it was interesting, you know, as I’m working on the book, and every hour or so of editing I have to stop and take a break just to get my mind re-excited and then I come back. And in between it I went and started watching some, you know, just on Facebook swiping and Instagram looking at stuff, looking for ads as I do. And I was looking through the ads and I saw this person, and the person is someone I consider a friend and I’ve known them for a long, long time online. And it’s interesting as I watch the videos and then I start clicking around and looking at everything this person is doing, and it’s interesting to me because this person’s been around long enough, they’ve had success but they’re like, I can tell by the moves they’re making right now that they’re struggling a little bit, they’re hitting the ceiling, they’re trying to reinvent themselves. So I’m watching. And I know it because I’ve been through this cycle so many times in my own life. Anyway, I’m keenly aware of it because I can, I can sense it just because like, you guys have heard my story. I’ve been up and I’ve been down, up and down, up and down way more times than anyone should in business. So I kind of, I can sense where he’s at in the spot right now. And as I’m watching all of the videos, all of the ads, all of the everything he’s publishing right now, he’s using significance to sell. So what does that mean? Significance is “Hey, my name is so and so. I’m so great. Look what I did. Look I’ve done here, look what I did here, look what I did here. I’m amazing. I’m amazing. Buy my crap.” That’s selling with significance, talking about yourself, making yourself feel more significant. And I want to step back really quick before I go too deep in this. You’re always going to do some significance in your selling right. If someo