In the last 24 months, I have acquired more businesses than I have built in the last 24 years. This is all thanks to a simple concept called ”a Rembrandt in the attic”,
In this episode of Marking Secrets, I explain what A Rembrandt in the attic is and why it is the number 1 secret to look for before buying any business.
Even if you do not want to buy a business, this episode will teach you how to see the hypothetical Rembrandt in your attic, so you can maximize the potential of your business.
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Chapters:
00:00 – Intro
00:20 – Episode Overview
01:33 – Ad Break
02:07 – What is a Rembrandt in the attic
03:37 – Shark Tank
05:36 – Why we’re buying companies
6:36 – Magnetic Marketing
8:37 – Lady Boss
9:38 – Doodly
10:40 – Public Domain
13:05 – The $5 Million Dollar Pokemon Card
14:21 – How can you use this
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I’ll give you a million dollars right Now for it the person’s like but Everyone else says it’s worth 150 why Would you give me a million dollars for Me like there’s this Rembrandt yeah Rembrandt’s the act the Rembrandt in the Attic Rembrandt in the Attic Rembrandt’s In the Attic there’s a rembrand in the Attic what did you just say During today’s episode we are going to Be talking about a concept I call the REM rat in the Attic if you ever thought About like why in the world to do big Companies buy other companies right Facebook is a real example Facebook spot A lot of companies like Instagram which Makes a lot of sense but they bought Like Oculus like why would they have Bought that and now it’s becoming like Everything right it’s metaverse is the Future you have other companies like Like Coca-Cola buying monster you have Salesforce buying slack like why would They make these Acquisitions right and So you see this happening at a big huge Scale but it’s also happening in a small Scale that every one of us you and me Can participate in and be part of it’s Gonna be happening every single day I’m Gonna be showing you guys behind the Scenes of some of the companies that We’re buying and acquiring and why we’re Doing it I’m talking about why I’ve Spent
Um five or six million dollars on Old Books and how it opens up a whole new World of things for you you can start Seeing opportunities in a whole bunch of Different places you’ve probably never Saw them before and I think this is the Main episode you are going to love so my Intention for you guys during this Episode is you’re going through it is When you start thinking uh for yourself Like how could I how can I do this why Are you looking at literally companies Like look at click throws if I was by Clickfunnels what would I do look at Monster what would I do if I would buy Facebook tape what would I do if I was To go buy Um you know whatever your favorite Companies your brands are like what Would you do if you were to buy those Things like what would it look like what Would be the Rembrandt in the Attic you Could see that you could identify that Would make this more valuable to you Than to anybody else on the planet Uh this episode’s also been brought to You by your sponsor your sponsor for Today is Dan Kennedy Dan thank you so Much you’re sponsoring today Dan Kenny Sponsors episode if you go to nobs Letter.com you’ll get a free uh the most Incredible free gift ever from Dan this Has got like over ten thousand dollars Worth of money making gifts for free
When you show up there at nobsletter.com Thank you Dan Kennedy for sponsoring This episode we’re grateful for you with That said let’s have some fun on this Episode of the marketing Secrets podcast You’re listening to marketing secrets With your host Russell Brunson So the story of Rembrandt in the Attic When people buy companies you know a lot Of times a company will go for sale on The market and hopeless people look at It maybe they’ll lowball I go it’s worth 10 million 10 million whatever but Someone comes in like oh that’s worth 50 Million dollars and why would one Company make 50 million everyone else in The Market’s like oh it’s only worth 10. The guy says because that person who Wants to spend 50 million knows there’s A Rembrandt in the attic and I remember Asking like what did you just say he Said I remember in the Attic I’m like What does that mean he said well imagine Um somebody is selling a house right and A bunch of people come into the house They’re looking at it’s like oh the House is worth a hundred thousand Dollars number’s offering a hundred Thousand dollars to this house when Someone comes in and they come out and They offer the person like okay I want This house I’ll pay you I’ll give you a Million dollars right now for it and the Person’s like but everyone else says
It’s worth 150 why would you give me a Million dollars and uh the person like Uh I just want to pay a million dollars For it so the guy signs on the house he Gets the house spends a million dollars Buys the house and what the the Homeowner and all the other people Didn’t know is if you went and searched In the Attic of the house there’s Actually an original Rembrandt painting It was worth 100 million dollars sitting Up there so the person who recognized The Rembrandt in the Attic they saw that It was what way more to them and they’re Willing to spend more because they knew What to do with it and so for you right Now we understand that there are so many Like we’re in this crazy ERA with uh Recession hitting and things shutting Down there’s companies for sale right Now there’s opportunities there’s Opportunities to partner with people There’s like so many things that are Happening right now where there are Literally these these assets that are Super super cheap but if you have the Minds like you understand marketing and Sales and funnels and traffic and Distribution where you can come in and Recognize the Rembrandt in the attic and Get an insane deal that could be huge For you I was thinking about just like another Example to kind of help you guys see
This and the example I share is Shark Tank and maybe it’s because we’re Actually working on a project right now Damon John so I’ve been like thinking I’ve been watching more Shark Tank and Like getting back in that mindset but It’s interesting is each shark on Shark Tank has different skill sets you know That Damon is like the guy who built FUBU and so he understands retail and Clothing things that really really well Then you got Mark who’s like the tech Guy who’s built Big tech companies and You got Lori who’s in QVC you’ve got Robert who’s good at security all their Own little thing and so some Entrepreneur comes to pitch the sharks On Shark Tank like here’s the the offer You know if it’s like a gadgety thing Damon’s gonna be like I don’t do that Right but Lori’s like oh my gosh I know Like that’ll sell on QVC uh like I’ll Give you a million dollars for you know Half the company because I know that in 50 seconds I can call a phone get you on QVC and more Rich right or someone Brings a new clothing line and everyone Else is like why like you know Mark Cuban’s like why would you do that it Doesn’t make any sense but but for Damon Like there’s a rembrand in the Attic Damian knows like oh my gosh I know if I Call this person right here I get in Retail and we’ll make 100 million
Dollars in like 25 seconds right because You understand hands at but each shark Has a distribution channel that they Know they understand and they master so When the product comes to them they say Like I understand this distribution Channel they can plug it in it it just Takes off really quickly okay so for you As as an entrepreneur like there’s a lot Of these different things you can become Good at like I just look at like the the Three books right here like.com Secrets Extra Secrets traffic Secrets right if You’re good at any of these like let’s Say you find a business that’s got a Really really good product really good Sales letter sales video webinar Whatever but like they’re not making Much money it’s like well they need more Traffic well if you are really good at Traffic you can come in and like take This company’s making almost no money But like they have all the right assets Right they’ve got this Rembrandt yeah They’ve got an amazing product amazing Sales pitch they just can’t get traffic You can buy the company or partner or Acquire it or whatever it is and also You bring the traffic and boom overnight You can have a success or maybe you have A company’s got really good traffic but Their conversions are lower sales low It’s like well they need a funnel or oh They need somebody to help build a
Webinar whatever it’s like you you have These skill sets you can find these Deals and by bringing in these talents You can dramatically grow the company Foreign Companies and people always ask me why Did you buy that why did you spend that Much money doesn’t make any sense to me Also in the last less than a year since Last funnel hacking live those are Watching the video right now I’m in the Napoleon Hill room I always first Edition Napoleon Hill books and other Books last we’re looking I spent between Five and six million dollars in books in The last year Um there’s probably I don’t know what You guys think three or four thousand Books between all these different rooms In here and people like why are you that You’re so dumb like you’re like you’re Buying old books like there’s no value In them but they don’t understand like I Know something they don’t know I Understand what I can do with these Books I understand how the public domain Works I understand republishing I Understand uh how nfts how they can work With like like there’s some things I Understand and so I wanted to share some Of these stories with you guys just to Get the wheels your head spinning so you Can start looking at like the skill sets You have acquired you have learned or
Like I need to learn the skills I need To learn traffic so I can go and like Plug these other companies or you know Whatever those things are just to help Um honestly what I want you guys to to Flex your mental muscles and strengthen These muscles so you can start seeing These opportunities everywhere okay Magnetic markings Dan Kennedy’s company A lot of you guys know last year we Acquired it it was so much fun for me It’s been a great thing but reality is Like why would I bought that company Right like I have an info Publishing Company I’ve got a bunch of books I have Software I have these things like why Would I buy Dan Kennedy’s company right And if you look at it you know back in The day when Bill glaze ran it was Killing it was making much money then it Was sold to this PE firm who kind of ran Up the ground and we look at all send Them like when I had a chance to acquire The company it wasn’t worth a lot of Money you’d be shocked how much I was Able to acquire the company for so I was Able to acquire the company but why Would I they still like why would you do That now you have all this you know You’ve got more staff more people like Why was it worth it to you and for me it Was like well like I know that the way We’ve grown click funnels is by having These front-end offers right it’s
Like.com Secrets expert Secrets traffic Series these books people would buy they Come in and we sell them click funnels On the back end right and that’s how we Grew click funnels but for me it’s like We wanted to figure out how do we create More non-russell based front ends so by Buying magnetic marketing I was able to Buy I mean Dan Kenny’s written 40 Something books like I have 40 potential Friends we could do but also like Looking through the archives like we Found Um like seven years of old faxes he had Sent I found all these courses are Unpublished there were so much like There’s so much value in here like all These Rembrandts in the Attic just the Google Drive we got from the company When we acquired it like there’s Hundreds of millions dollars in value in There if you know what to do with it Right if I understand how to publish how To republish how to do these kind of Things like there’s so much value there That all of a sudden’s like I buy this Thing for not that much money but Because we now we have assets that are Going to be front ends for our for our Company to be back-ends are going to be Uh bonuses for things like I’m literally Flying out an hour to go fly to Um Dean graciosi’s office we’re Participating in their big product
Launch I’m trying to figure out how to Get everyone to buy Through Me versus All the other Affiliates I’m like well Let me look at Dan’s hard drive I go Through the hard drive and there’s this Course in there that’s just like no One’s ever seen no one’s ever heard of It and so I took this course it was a Three-day event dancehall for ten Thousand dollars and now I can offer That as a bonus and we’ll probably man I Don’t know we’ll make I don’t know six seven figures in Affiliate commissions because I knew That there was this bonus in a folder This Rembrandt in the attic I was able To use and leverage that way and there’s A like dozens of of things like that Just inside the magnetic marketing Business This is something I’ve talked about Publicly too much a lot he has no Brandon Caleb Poland they um uh some of Our biggest success stories inside click Funnels they built this huge movement Called ladyboss and over the last year So they decided to shut the company down They were they’re ready to retire They’ve made a lot of money and Um Caitlyn wanted to be a mom and Brandon wanted to kind of start another Business so they decided to shut the Company down and it was interesting Because
Um you know you may look at me and like Russell like you you sell business stuff Why would you have bought lady boss Okay The reason why is I looked at I was like There’s there’s five or six rembrands in The Attic that other people aren’t Seeing my question is like let’s say you Were to buy ladyboss the company what Would you do with it right there’s 1.9 Million people on the email list 700 000 People 700 000 supplement buyers on the List um they’ve got all the info Products the supplements they spent Three years building coaching curriculum To coach somebody for three years on a Weight loss Journey they have sales Script how they sell again all these Things like there’s so many Rembrandts In that in that business if I connect Them with this person here this person Here we can launch this business in a Different way Um and grow dramatically Another example is uh the last podcast Episode I believe I I talked about Dudley how about The Doodly toonly like That that company as well one of the big Reasons I bought that company is because The way they structure their sales Funnel to the point where they were Getting 500 000 excuse me not 500 500 Buyers a day coming into their world and Recently we found another company Another software company for sale this
Is funnel simulation software and we’ll Talk about that in future future Episodes but I saw that software and it Was doing good but not great but I was Like if I just take that software and if I build the funnel to match the same Funnel structure that dudley.com has if I model that funnel structure I can take This funnel simulation software from you Know from 30 or 40 sales a day to 300 400 sales a day overnight just by Restructuring how the funnel looks and Then creating some new ads and Relaunching it and so we look down it’s Like oh my gosh like you know right now They’re struggling to sell this company But like me like there’s this Rembrandt Yeah because I know exactly how to Shifted from 30 sales a day to 300 sales A day I know exactly how to take those People now and put them into click Funnels and suddenly that thing becomes So valuable for me right because like I Know what I’m gonna do with it again This is for me to help you guys start Flexing your mind like I started buying These books and again most people I know Were like this is crazy why would you Keep buying these little books what’s The purpose like there’s like put it on A to put in a bookshelf or to put under Glass and show people and yes that’s Part of the strategy there’s a thing Called the public domain some of us may
Have heard of it but uh public domain is When um something was created and the Copyright expires and so any book or Work so it could be art could be movies Could be TV it could be music film audio Anything that was published before 1923 In America is automatically in the Public domain in fact it’s interesting If you look at Walt Disney Walt Disney’s Entire company was built off public Domain things there were books that were Written back in the early late 1800s Early 1900s like Little Mermaid Beauty And the Beast like Walt Disney didn’t Write those stories those were stories Were in the public domain who took them And they wrote movies and created movies Out and built the Disney Empire right And so anything published before 1923 in America is automatically in the public Domain you can take those things you can Republish them right from 1920 through 1963 and I’m gonna mess with them Numbers here but is when the copyright Laws changed something had to be renewed During those Wednesday from 1923 1963 if The copyright was renewed it’s still Cooperative if it wasn’t then it’s in The public domain and they assumed that Only I think seven percent of Works were Ever public wherever Um recopyrighted so anything between 1923 1963 that the copyright was renewed Is in the public domain so all these
Works all these books are in the public Domain and you can start reselling them Right you can republish them you can use Them for courses for podcasts for books For bonuses like there’s a million Things you can do with it right and so As I started this journey we started Finding these these books that were Super rare that nobody has in fact I Went and bought this the point Hill First edition’s Laws of Success when we Flew out there to meet with the guy I Ended up buying his entire collection And part of the collection was 250 pages Of these um hand type stuff in Napoleon Hill and I remember going through I’m Like this is really really cool and he Told the guy who I bought it from told Me he’s like I used to charge people ten Thousand dollars and cut my house for a Day and they would just read these Things and then I make them leave and so When we got that stuff back here I Started going through it and what I Realized is that literally 250 Pages Were an unpublished book The Napoleon Hill wrote they never published no one’s Ever seen before and I have the only Copy of the manuscripts of this book and It’s all in the public domain so it’s Like I’m able to take this and I can Republish it like how many guys would go Crazy to buy an unpublished book from Napoleon Hill and no one has seen ever
Right like directly from his typer I Have these things and we can turn that Into money I can turn it into a you know A hook to get somebody to join a Continuity program or a newsletter or Like there’s a million ways I can Republish that right Uh Logan Paul I saw he he bought a Pokemon card he wore it on WWE his Pokemon card and sitting like why would You spend six million dollars in this Pokemon card right he’s using it he’s Building the value of it by telling the Story like bringing it out and also now This thing worth six million dollars Worth more what you can do nowadays with Nfts you can sell partial ownership Right I’ve been studying this as well Because people have been doing this a Lot with paintings now are these rare Paintings that are worth 30 million Dollars most people can’t buy a 30 Million dollar painting right but Paintings beat s p like 14x I believe or 10x or something crazy like that right Old books beat the s p I think by seven Or eight eggs old Mormon books by the Way be to buy 40x Um and so I’ve spent multiple million Dollars in Old Mormon books and like so Those are valuable to me they’re in They’re beating the stock market but Most people aren’t going to buy Six Million nft they’re not gonna buy a 30
Million dollar payment they’re not gonna Buy you know a million dollar oh you Know 150 000 old first edition Book of Mormon or a Doctrine and Covenants or These things they’re expensive so like I Have the first edition was a success so That you know cost me a million and a Half dollars um it’s the only addition On the planet Simon opponent Hill and Again most men are going to spend 1.5 Million dollars but hey did you know That you can invest 1500 bucks for an Nft and you own 1 100 of this thing is The value that goes up over time your Nft value goes up over time so I can Sell fractional ownerships to a book to A painting to a Pokemon card and things Like that the core point of this podcast Is just for all the guys is the more Skill sets you get especially in the Marketing game like man more Rembrandts In the Attic pop up when you become a Good marketer than anything else in the World right because if you go to Marketing your business that’s amazing But then it’s like oh this business is For sale or I told you this before right Now there’s so many because we’re going To recession a lot of people who don’t Want their business their business Aren’t profitable and they’re just Shutting them down because they can’t Sell them in a traditional way so you Can go to these people who are shutting
Their business down or they’re Struggling hey I want to buy your Business I’ll give you a hundred Thousand dollars for the business but I’m not gonna give you any money right Now I’m gonna Finance this and so like From The Profit I make I’ll pay you back 10 grand a month for the next you know 10 months whatever it is and that’s all By your business and those deals are There all day every single day where you Can pick up the business again for you There’s a red money like oh my gosh I Know that my list would love to buy this Thing so I could do a joy venture or I Could just acquire the business promote It and pay it off literally with the Dan Kennedy offer and we bought magnetic Marketing we bought the company we Created a funnel we launched it to our List we got all the cash we paid it off And now everything moving forward is Complete pure profit right and so like There’s so many deals like that when you Start understanding these principles so Even if you’re in the spot right I don’t Have a business yet Russell I can’t Figure all the different pieces that’s Okay like the skill sets you guys are Learning are so so so so valuable if you Just focus on traffic if you just focus On funnels if you just focus on you know On webinars or selling or telling people Stories and you master that piece and
Start looking for different Opportunities out there that don’t have That piece they have the other things But they’re missing that one piece right Or maybe you find someone who’s really Good at traffic and you find someone Who’s really good at funnels and you Just become the middle person like Setting up these deals right like Damon John is not going out there making the Phone calls to go get distribution in All these different uh clothing lines Right but he’s like I gotta dude who Does that I gotta do does that I got to Do you know do that whatever you got Different people who do things he knows That all I have to do is if I say yes to This deal I call three people now this This is in 3 000 stores give me the same Thing for you like I don’t know I get Traffic but this is the guy who’s really Good at traffic this person will go to Funnels I find this deal take over the Deal make two phone calls can you do the Funnel you do the traffic uh I’ll give You each a piece of the pie and then Boom all of a sudden now you’re in Business and so this is the stuff I want You guys thinking through so my goal for This podcast episode Um literally my notes Here says I want You guys exercising flexing the muscles In your brain what would you do so start Looking at deals like think about the
Lady boss still we bought right think About Dudley think about magnetic Marketing like if you were to buy that Company what would you do it all starts There right what would you do okay look At another company like what’s the Company in your Market they say on it It’s really cool supplicant what would You do about on it what would you do if You bought Success magazine what would You do if you bought an old book on eBay Like what would you do and then start That exercise and it’s going to get the Wheels your head spinning here start Realizing like oh my gosh like I learned This over here I learned this over here I could do this I could do this I could Do this and as you start doing that These muscles in your brain are going to Get smarter okay if you were to buy Click phones what would you do I wanna Ask you that question think about it if You own if I give you like the the keys Click funnels congratulations to the Owner what are you gonna do what would You do what would it look like how would You make it better how like what would The structure be how would you try to Grow cells how would you try to like Start thinking through these things and It’ll start opening up all these Um these things for you and so that’s Kind of the goal I want you guys to Start looking at is
Um is just flexing these muscles in your Brain so when the opportunities show up When you’re out looking at houses and You look in the attic and also you see a 100 million dollar Rembrandt that you Were able to go execute on it take that Opportunity and run with it because you Don’t want to be a person who walks and Looks oh it’s only worth 100 Grand and Leave when the thing’s worth 100 million Dollars okay those opportunities around You every single day and your skill set Gives you the ability to capitalize on It and have success so with that said You guys I hope you enjoyed this episode If you have please share with somebody Post it on your social media and also Make sure you go to the podcast sites And rate and review them anything in the World of me on top that if you have any Questions about this specific topic I Can do an update episode in the future Go to marketingsecrets.com there’s a Chat Block in there you can literally go Ask that question and come directly to Me and if we do an update on this um This episode I will try to answer all Your questions about Rembrandt in the Addicts are opportunities that are Hiding right behind your nose they’re Sitting there you can just grab them let Me know and with that said thank you Guys so much for listening I appreciate You being a listener and I will see you
Guys on the next episode of the Marketing Secrets podcast
