Marketing Secrets with Russell Brunson - Hook, Headline, Framework

Episode Date: March 7, 2018

How We Create Presentations That Are SUPER Sexy, That Get Attention And Make It Simple To Teach On this episode Russell talks about all the work that goes into putting his presentations together for Funnel Hacking Live. Here are some of the awesome things you will hear in today's episode: Why Russell spends so much time on the headline and the framework of a presentation. Why it is so important to make sure the headline is sexy. And why if he has a framework put together, Russell can do a 90 minute presentation without even having slides. So listen here to find out the process Russell goes through to create a headline and framework for a presentation. Transcript - https://marketingsecrets.com/blog/hook-headline-framework Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, this is Russell Brunson. Welcome to the Marketing Secrets Podcast. So excited to have you guys here today. Hey, before we get started, make sure that you go to iTunes. If you're listening to this podcast, rate, review, like us. Let us know what you think. It means a lot to me.

I'll read the comments and it helps me know what you want and what to give you more of. And today we'll be talking about the framework behind the new Conversation Domination presentation. I'm gonna show you what we did, how we did it, how we made it sexy, and a whole bunch more. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital,

who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, this is Russell and so excited to be here today. So we are less than two weeks away from Fun Hacking Live, going live, which is crazy. And all sorts of craziness is happening. But to start it off, of course, I don't like doing anything normal.

I want as much pressure as possible because for some reason, when a lot of things are happening, I'm able to focus and get stuff done. So we decided this week to do a keto fast reboot diet. And I tricked about nine other people besides me into doing it. Because Proof It just came out with their new keto reboot kit. So I wanted to try it out. They asked me if I'd help write some stuff for them and help on a funnel and stuff. So I was like, well, let me try it out. So they shipped us out a bunch of reboot kits.

So for the last 60 hours, it's a 60-hour fast, basically. And all you do is you have these keto products. So it's like you have a keto drink in the morning. And then you've got a keto bone broth, which was shockingly good. And then another keto drink and these little pills and then this like keto tea at night, which was good too. And like, anyway, so you do that for 60 hours.

And so we just broke our 60 hour fast and just had bacon, eggs, and avocado. My three favorite foods all in one super meal, which is awesome. So now I'm heading into the office to work on my slides and presentations and stuff like that. But I wanted to share something with you guys today because maybe it'll give you a little hope or faith or knowledge or I don't know, whatever it is you need to get through what it is you're doing. So I've got six presentations I'm giving for Unlocking Live. And I just started on them basically on Monday. So I got a two-week window to get them all done. And you may be like, Oh, that's easy. Six presentations, two weeks. But each presentation, um, for me is usually between 150 and 300 slides. So these aren't micro,

these are macro, big, big, big projects I'm trying to get done. Uh, but for me, if I, if I would have been planning this for the last six months, it never got done. So for me, it's all about like just in time, like getting things done just in time. So now it's like, okay, it's go time. Like I have to, I have to get these done. I have no other option. Like now is the time to start creating them. And, um, and so I just want to share the process cause maybe it helps some of you guys.

So, um, it's been 48 hours and then 48 hours, all I have done is for my presentation. of a title, then the title slide, a headline, and a doodle graph of the, what's the word I'm looking for? Of the process I'm gonna be teaching, not the process, it's not the word, of the system, dang it, there's a word, it'll come to me. But basically, this is what I'm teaching in a doodle, in a whiteboard thing. And that's what I got done in 48 doodle in a whiteboard thing and that's

why I got in 48 hours and people are like you never get these slides done in time Russell you sit in 48 hours on that and it's true but like the slides take a lot of like grunt work but not a lot of thinking right it's just kind of like okay what image can I put in here to like remember my brain to talk about this concept and what's the headline what's the they just things like that that pull you through the presentation the bigger part is the structure like what's the structure of what you're going to be, you're going to be teaching people. Right. And then what's the hook and then how do you make it sexy? So for me, it was like, it was like, yeah, maybe that's, maybe that's the thing.

It's like the, the structure of the hook and, and, uh, and try to, and, and, uh, and try to be sexy. So the structure was the biggest thing. So I was trying to think conceptually, like, what do I want to teach? How do I want to teach it? So I had this huge whiteboard, mapped it all out. And then I was like, yeah, it's awesome, but super complex.

And I took a smaller white, like big pad of paper, like shrunk it out again. I was like, it's awesome, but it's still too complex. Got down, down, down to finally it was like this really simple,

like here's the process. Here's what, here's the framework. I think that's right where I'm looking for framework. Here's the framework of how I'm going to teach this concept. So for example, this presentation I'm working on

for the first 40 hours is called Conversation Domination. And it's basically like how to like dominate the conversation everywhere on every single platform, every single channel, all at the same time. And I bought, one of my friends used to own a product called Conversation Domination. I bought the brand and the domain and stuff from him. So that was going to be the title of it.

And then I needed a structure, so a framework. So that took all that time, stuff from him so that was going to be the title of it and then i needed a structure so a framework so that took all that time like a day and a half just to get the framework so it's simple i was like oh here's the framework which if you look at all my books work dot com secrets expert secrets like it's all about a framework right like these little doodles are my framework and i can teach off the framework um so now i've got a framework and then i need like how to make this sexy so conversation domination is sexy but we needed a really sexy headline and um and so in fact I'm gonna go inside and find the headline right now so I can reach you guys but we had to get the headline um that's like that's that's part of the hook right there is like getting the headline that's um gonna capture people so that they see a

presentation they're like oh crap like I actually do want to I do want to hear that I want to you know I want to know what he's going to be talking about. So that was the next piece was, um, pulling out the, uh, the headline and I'm walking through the office right now. We're live everybody. What's up? Anyway. So we're pulling out the headline and, uh, that was kind of next step in the process. So let me come in here and show you guys, um, who are watching. If you're listening, i'll read it to you but okay here we are in the office so all right so the headline ended up being and this is after probably like two and a half three hours of like headlining back and forth so much people so again doesn't it's not just a fast process like most of the time is going in these little things that set up the framework for everything else so conversation nomination this is the headline i came up with how to get your

dream clients addictively binge watching you on every platform that they live on warning this aggressive approach only is only for those who truly believe in their message so for those who are watching here's a little picture of you can see those who are listening that's the headline right um so i'm gonna headline then it was like okay now i got i've got the title i've got the the hook with the headline um and then um i've got the framework for me to teach and then lastly I need to make it sexy and this is where design comes like we Need to make this thing look amazing and so kind of the storyline behind this presentation and I'll get to that I'm gonna tell you too much the storyline because I can go on for hours about that But those who were at final hacking live the presentation you hear the story behind it

But it's basically likening social media to TVs back in 1965 and so how it works is so like if you look at the design here those who were watching you can see it's like design like an old TV set and just look awesome so I I had this I got the title the headline done and I sent it over to Julie Stoin who is not in Boise this week it gets her wishes she wanted to be here but we had too much stuff. But I sent to her, and then she wrote back. She said, in all caps, how do you make everything so sexy? And then I said, ah, that's a big secret. And then she shared with me a screenshot from someone in her group

and said, from Karen Wolf Milner, said, how is it that Russell Brunson can make the seven phases of a funnel sound so sexy? LOL, I'm becoming slightly obsessed with funnels. And she said, that was literally 12 minutes ago in my group. And so what I want to share, there's the whole point of this podcast. I want to share is like, you have to make your thing sexy. I could have been like, here's how to drive traffic to your offers. Blah, boring, right? Here's how to be seen on YouTube, Instagram, and Facebook. Blah, boring, right? Like, like it,

it's gotta be something that like captures people. It's different. It's unique that people will remember forever. Right. I think so many times I see people like my funnel is not working. I go and look at it. It's just so bland. And like, of course not. Like you don't have a good hook.

You don't have a good headline. You don't have a good, uh, design. There's nothing interesting or intriguing. There's no story behind it. Like what's the, what's the whole thing?

Like for this presentation, like literally I start with the head, with the, with the, the title, right? Hey guys, this presentation is called conversation domination. I'm gonna show you how to get, right? Hey guys, this presentation is called Conversation Domination.

I'm going to show you how to get your dream clients addictively binge watching you on every social platform that they're living on and warning this aggressive approach only for those who truly believe in their message, right? Then I go into the story. So I'll tell you guys a story. There's this clip, blah, blah, blah.

I tell the story about TV in 1965 and I explain that whole thing. And now all of a sudden there's intrigue, there's interest and now I can move into the framework. And for those who are looking at the framework, those who are watching live, or excuse me, watching's interest, and now I can move into the framework. And for those who are looking at the framework, those who are watching live, or excuse me, watching on the video, you can see a picture of the framework here.

I'm gonna clear off all my mess, sorry. The week before events, things become a mess because I got like 8,000 papers open everywhere. But here's the framework. And that framework started out as this framework on this whiteboard here, and then it shifted into a whole bunch of pads of paper like this to try to simplify it more and more and more

until I finally get down to this, and that's the framework I can teach. So it's cool, but now, like, when I do my presentation, like, this is what I have to teach. I could, if I did no slides, I could just go up on a whiteboard, I can map this out, and I just gotta explain this piece and this piece and this piece, and, like, like, that's how I can do it really simply now.

If I want to go complex, I can go make five or six slides explaining each one and showing pictures, like, visual demonstrations of each thing, which is probably what I'll end up doing. worst case i have the framework now i can go and i can present this tonight and i can do a 90-minute presentation with nothing but this framework like when i um when i teach a lot of times people think like how in the world do you get on stage without any preparation and speak for like an hour or two hours or five hours i'm like well i sit in the back before and i try to build out a framework of what i wanted to create okay

and then um i remember brandon bouchard you just tell me said framework is your savior. Like if you've got a framework like this, you always know where you're going. You're just like, you put the thing in, you talk, talk, talk, talk, and then you stop. Okay. What's the next thing? Okay. Here's the next thing. Here's the next thing. Next thing. So for me, my framework's always these doodle graphs. Like I could go and if someone wanted me to teach a lesson, you know, teach a three day event tomorrow on dot com secrets, I wouldn't have to rehearse anything. I would just go get the book, pull out the framework, pull out the images and talk off the images and show it. And it would be not that hard because like the framework shows me where my mind needs to go. When you talk about how it all

fits together, it makes it very, very clear. So for you guys, I want you thinking when you're making presentations, you're trying to sell stuff and you're trying to like create things like that, some things to be thinking about, like it's got to be sexy, right? It's got a sexy hook that grabs them that like looks interesting headline that like, that like, that sucks them in. And then there's a story that gets them to care about it. And then there's a framework where you deliver, um, deliver the, all the big promise you gave them during the headline. So anyway, hope it kind of helps. Cause I know, um, just even people here on my team internally, they're just like, why have you spent 48 hours? And all you have is a headline and some doodles. I'm like, cause that's the most important part. Everything else is just details.

Um, so there you go. Hope that helps you guys. I have to go into lockdown and now make 150 slides for this presentation and then do the same process for the other five. Actually, I'm gonna do this process for the five first cause this is the hardest part. This is the brain work.

Then it's just like, again, now that I have this, the brain work's gone. Next week I just have to go grab images for all these things and like slap them into slides and make them look amazing. So the brain work's the hard part. So all right, guys.

That's all I got. Thanks so much for listening today. If you are not subscribed to iTunes, again, go to iTunes, search for Marketing Secrets, and subscribe to the podcast. And please rate, review if you like this. That'll get me excited to keep on making cool stuff. Thanks, you guys. Appreciate you all. And we'll talk soon.

Bye. Hey, this is Russell again. I'm back um so I just wanted to add to this podcast I record this morning and then I spent the next uh four hours working on the titles and hooks and everything for my next presentation and I just wanted to jump back in and just give you a little more because my I don't know this morning I was slow I couldn't think so the three things that you have hook headline and framework so hook is like the name of the thing. The headline is the, this is what the story is about. And the framework then is the, uh, the, the structure of what the presentation is, right? So I just wanted to come here real quick to share with you for my funnel hacking live presentation. There's six presentations. We just went through this for all six presentations. So, um, the hook, the headline and the framework.

So obviously I can't show the framework is they're not all done yet, but the hook and the headline are done for all these presentations. Now I just got to create the headline and the framework so obviously i can't show the framework because they're not all done yet but the hook and headline are done for all these presentations now i just gotta create the framework and i gotta go bust out slides so um here we go presentation number one is called funnel hacker uh funnel hackers we see things differently um so that's the hook and the headline is actually the quote of the theme of this year's event which is it's on the back of the shirt you guys can't see it unless you were at fun hacking live says here's to the crazy ones the misfits the rebels the troublemakers round pegs, and the square holes. The ones who see things differently.

They're not fond of the rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them because they change things. They push the human race forward. And while some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do. So that's the headline hook for presentation number one. Number two, conversation domination.

I told you guys this one already. How to get your dream clients addictively binge watching on every platform that they live on. Warning, this aggressive approach is only for those who truly believe in their message. Hook, headline, boom. Presentation number three, funnel audibles. There's the hook. Headline, how to nail it so you can scale it. Okay, number four, multidimensional follow-up funnels.

There's the hook. Headline, how to win the battle of attention so you can change the lives of your customers with the products and the services that you sell. Number five, the 12-month millionaire. That's the hook. And then the headline, 256 of your peers have joined the 2Comic Club in the last 12 months. Here's the behind-the-scenes process they are all currently using to unlock the doors to the 2Comic Club with absolute certainty how you can use the same system to launch your seven figure funnel in the next 12 months boom and number six the hook breaking the chains of false belief and the headline what's holding you back is probably holding your customers back as well so it's my show that because after the podcast is when we worked on it and um now they're done and just wanted to share that so as you're thinking through

the hook the headline and the framework those are the keys on any good presentation and hope that helps. Thanks guys. Appreciate you all and we'll talk soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.