The POWER of words! I had a chance to take a look at this Penthouse in this amazing building in downtown Boise, Idaho… Just because I thought it would be pretty cool. That’s all I wanted to do...just ‘see’ what this building was all about. So my beautiful wife Collette, and two of my partners, Brent and Dave, met at the penthouse. I walked around the desk and sat down and looked out the window. And then Dave said something that was so simple and so powerful that...in a single moment… Totally changed my mind from, “There’s no way I’m buying this office” to: “I’LL TAKE IT! This is where I BELONG! Where do I sign?!” Want to know the simple words that Dave said to me? Then you have to tune in to this crazy-good episode of Marketing Secrets. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Right now I’m driving in downtown Boise, to the Penthouse and I just had an interesting thought I wanted to share with you. The reason why I want to do this podcast right now is because there’s a really interesting psychological self strategy that was used on me to get me to invest in this penthouse, and just some context. I haven’t talked a lot about it, I think I’ve mentioned “I’m going to the penthouse” But I never talked about what exactly it is. And I’m not going to go into a ton of detail, but basically downtown Boise, we purchased a penthouse. It’s kind of insane, but it’s beautiful. I went to look at it initially because I thought it would be fun to go look at a penthouse. And we got there and it’s like on the top floor of this building and you see all of Boise and it’s beautiful, it’s super cool. And I’m looking at it like, “This is so cool. I love this thing.” But it never once crossed my mind that I would ever actually buy it. It wasn’t even like, I totally went just because I thought it would be fun to go see it. And we walked in, walked around, saw all the rooms, I was like, ‘This is so cool. I can’t even imagine living here and how cool that would be.” And all the thoughts that kind of go with that. And then we walked in this one room, and it was the office. And it’s not a huge office, it’s a little office and it overlooks the entire city of Boise. It’s beautiful. And they had a desk there and a chair and stuff like that. So I walked in that room, I was there with Dave Woodward, my beautiful wife, Collette, and Brent Coppieters, and the real estate agent. I think that was everyone that was there. Anyway, I walk in there, I’m sitting there in that room, I sit behind that desk and I’m looking out over the whole city of Boise and Dave said a phrase, he said, “Can you imagine sitting in that desk writing the Traffic Secrets book.” And for a second I imagined it. And I was like, “Oh my gosh, how cool would that be? Sitting here and writing the book and looking over the city and daydreaming and figuring out concepts and writing them, all those things. And that was the seed. That visualization of that experience is what made me desire this penthouse. It increased the desire so much so that we ended up buying something that logically makes no logical sense whatsoever. But because of the vividness of that vision, I heard someone call it before a vivid vision, because of the vividness of that vision it caused me to do something defying all logic and completely go with an emotional sell and buy it. And so that was what I wanted to share with you guys today, the power of painting a vivid vision for your people to dream about. Why should someone invest in your product or service? And we have all these things we do, all these techniques, all these strategies, and I talk a lot about these on the podcasts and the books. And all of them have important things. Like telling stories to break people’s false belief patterns to trump their story. That’s such a powerful tool for sales. Using urgency and scarcity is so powerful. But when you look at those things tied in together, I think one of th