Marketing Secrets with Russell Brunson - Hooks And Testing Your Material

Episode Date: August 28, 2018

A cool lesson I learned after a day of fly fishing, and a really cool story by the campfire. On this episode Russell talks about being on a retreat and learning to fly fish. He relates it to testing out new material and seeing what hooks people. Here are some of the cool things in today's episode: How trying to catch fish is similar to a comedian testing out new jokes, or an entrepreneur testing out new material. Why throwing out hook after hook after hook will help you figure out which one hits. And why it takes Russell a year to write one of his book, and how he tests out the material that will be in the book. So listen here to find out how if you set hooks and watch and learn from what the fish are doing, you can become a better fisherman, and a better marketer. Transcript - https://marketingsecrets.com/blog/hooks-and-testing-your-material Learn more about your ad choices. Visit megaphone.fm/adchoices

Good morning, everybody. This is Russell Brunson. I want to welcome you to the Marketing Secrets Podcast. Today, I am streaming from a little cabin in the middle of nowhere. 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, I hope you guys are doing amazing.

If you listened to our last episode, you know that this, uh, this last few days I've been on a top secret, uh, retreat with a whole bunch of amazing, uh, amazing business owners. And, um, it was, it was been, uh, it's been, it's been cool, but interesting. Um, some things that were amazing things were like weird that I learned about myself. So other things, so I just want to kind of share with you some of this stuff. Um, and hopefully, hopefully as'll get some benefit from it. So I'm actually right now sitting in the cabin. Everyone's leaving and packing up.

And I've got probably 30 minutes or so before I've got to get out of here. But just was sitting here just contemplating on some of the stuff that I've learned and figured out over the last couple of days. So to begin with, I want to step back for those who don't know me very well. So I'm like the least manly man ever. Like I don't go hunting or hiking or fishing or like any man things. I'm not like if my house breaks, I don't know how to fix things. Like I don't know.

I'm good at like one thing and that's like selling stuff and the marketing, selling it, which I love. But I'm not that good at other things, especially like things that are like typical man stuff. And so my one big fear on this trip is it's like a man trip. Like it's all, it's like all these dudes and, um, we're doing like manly things, right? Like, um, we went fly fishing and then we went hiking and then we went shotguns. And, um, it's interesting. Like it's interesting when you

learn about yourself because like i know that like i'm introverted by nature and i just assume that at this point in my life like that i'm not especially around a group of people you know that are like in my same world i'm like awesome so much fun but it's funny how i don't know it was it was tough for me a lot of times like the introverted russell kept popping out and it was like ah it was it was frustrating like knowing that about myself like why am I like why am I why do I feel so awkward in so many situations that don't make sense so for any of you guys who are like who feel that sometimes you don't understand like are you like why am I why do I feel awkward here why do I not

feel comfortable like it still happens even to me even among my peer group where it's just like I don't know it's just ah it's don't know, it's just, ah, it's just tough sometimes. So, um, but we probably got through it. Um, and, uh, it made some really good, you know, some great relationships, which was cool. Um, but then the second part is like, okay, we're gonna go to these man things. And so the first thing was like, uh, yesterday we went to go fly fishing and I, okay, incomplete. Some of you guys are gonna tease me forever I'm sure I'll hear about this uh when you meet me at the airport and other weird places that you guys bump into me at but um so I went fishing once as a kid and I got my own pole my dad gave me my own pole for my birthday or something and I had all this stuff and I was out there I was so excited and I caught a fish

I still remember it was a bluegill fish i caught it so excited i did the whole like thrill the catch and he pulled in and then um and then i remember after we got in the boat like it died like fish do when you catch them and then i remember taking it home and like i felt so bad like i felt i felt horrible like i can't believe we killed this animal and so we actually had a funeral for it i actually had a funeral for it I legitimately had a huge funeral in our backyard I made a little headstone for uh my blue my bluegill fish we called it like I think called bluegill or bluey or something like that I don't know but we had a huge funeral for him because I felt so bad that was the last time I

killed an animal um so I have these like weird you know little kid trauma stuff so I'm here like okay we're gonna teach you fly fishing fly fishing and do this whole thing. You're going to rip the hook out of their mouth and all sorts of stuff. And, um, so anyway, it's funny. We go down there and, you know, they get me all set up and teach them how to do the casting, which that part was kind of cool, you know, and try to figure it out. And I'm like completely horrible at it by far the worst of everybody here. And I'm trying to do the thing, trying to get the thing out there and I'm getting the hook out,

you know, and so I throw out the hooks out there. And what's interesting is I'm sitting there in the middle of nowhere, next to this little pond. I'm like the only person there. And there's, you know, I'm casting this thing, trying to hopefully catch a fish. It was interesting because I'm noticing that like, there's this hook on the end of my pole and I'm throwing it in and pull, pull out, throw it in, pull it out, throw it out, pull. And I'm like doing this over and over and over. I feel like hundreds of times, like casting in and pull, pull out, throw it in, pull it out, throw it out, pull. And I'm like doing this over and over and over. Like hundreds of times, like casting in these hooks, um, trying to like catch a fish. Right. And here comes the moral of the lesson for, for today. I was looking at it. I was like, this is so much like, like business, right? Like you guys have heard me talk about the

whole hook story offer framework, which is like the foundation of everything we're teaching nowadays is like, you have created an irresistibleible offer then you've got to have a story that like amplifies the value of that offer and then you have to have a hook that gets that stops and grabs them right like in in our world right now everyone's so busy through social media there's a million things happening every every second it's just like how do you grab someone you know pull them away from where they're at and like get them to focus for five seconds. That's the hook, right? I'm thinking about this. For me fishing, I'm throwing a hook in and another hook and another hook and another hook.

I'm trying to get these fish to notice my hook and come and eat it, right? I'm doing it over and over and over again. And finally, I remember in the very first hole, all of a sudden, the little bobby thing, I can't remember what it's called, goes into the water. I was like, oh like oh my gosh a fish took my hook like it bit my hook and i remember the first the first thought that went through my mind um and there's a there's a moral to this too but somebody somebody grabbed on the line and and the fish went under or the little thing went under and i was like oh no i have a fish the first time i freaked out, and I was like, I hope that he gets away, like, I don't want to catch this thing, I don't want to hurt this thing, I don't want it to, like, like, I just got so scared, and like, I was like praying, like, like, fish, get away, like, I don't

want to pull you in, I don't want to hurt you, I don't want to, like, hook your face with a hook, like, what kind of person does that, you know, like, freaking out, all these things, like, all the emotions going through my head, um, I start pulling and this fish is huge like i think this is a 26 inch something like it's big it's a big fish i'm pulling this thing in and i'm reeling it in and um the old man um comes out he's trying to hook you know scoop in the basket and then the fish is flipping around it flipped out and like it fell out of the basket we didn't get it and i was like oh dang like uh but then it fell out of the basket. We didn't get it. And I was like, oh, dang. Like, uh, but then partially kind of grateful, like, oh good.

I didn't catch it. I didn't have to do it. It's like the aftermath of, of catching a fish. And then like, it was funny. Cause like, Hey, we'll start fishing again. I was like, ah, do I really want to throw the hook back in? Like, I don't know. And I'm like, everyone else is doing it.

I don't want to like look like that guy. So I'm kind of like halfway throwing my hook in and then move from like pond to pond to pond. And, and so I'm like, everyone else is doing it. I don't want to look like that guy. So I'm halfway throwing my hook in. And then we moved from pond to pond to pond. And so I'm doing this thing. And I think I caught two or three other little fish. And luckily, we let them go, which I was like, oh, thank heavens. So we caught them, let them go. But I definitely was the worst.

Everyone. Dean Graciosi's here. He caught like 30 fish or something. I think I caught like one and a half. it's like way different right but I was looking at Dean and he's out there he's throwing it in out in out he's like send the hook and he's he's getting better as he's watching he like he'd first thing he noticed he's like

he's like if I walk towards the water the fish can see me they freak out so he'd like get low and he'd like on his knees and he'd like sneak over to the water and then he'd throw his thing in and then he'd see as the fish get closer as soon as they'd open their mouth he'd yank it out and he'd like sneak over to the water and then he'd throw his thing in and he'd see as the fish get closer as soon as they'd open mouth he'd yank it out and he was just like pulling fish after fish after fish like it was crazy to watch and i'm looking at something like we all have the same tools right like we both have fishing poles we have things but like um like what are what are the things we're doing different right and so some of the lessons i was

thinking through on this for for us as business owners is like like all this out there we're throwing out hooks right um and if our hook doesn't convince the fish that it's like a worm or a bug or whatever they're not going to come in and bite your line right i think a lot of times we some of us are trying this business you're putting out your first thing and nobody bites and you're like, Oh, like, you know, um, marketing doesn't work. It's like, no, your hook didn't work. Right? Like you keep throwing a hook in and after hook, after hook, after hook, like half of what I do in this business is I figure out hooks to like grab people. Every email I send is a hook. Every Facebook lives, a hook. I mean, it's like trying all these different hooks to see which things people respond to. And it's

interesting because even me, like tons of my hooks fail. I tons of the different messages i put out there do not resonate with people they don't do anything with them it's really fascinating and the good news is nobody knows when they fail because nobody sees them because nobody we don't put much you know advertising dollars behind it because the first hook didn't didn't catch any fish right um and so that's that's kind of the first lesson is just like understanding it's just like catching fish like you're standing on the bank and it's like, Hey, I'm going to cast this thing 30, 40, 50 times before like I'm able to get a fish to believe that it's, um, it's, it's a bug, right? And same thing for you.

Like you got to cast out all these different messages and headlines and hooks and things until you, until like you find something that like somebody grabs onto. I remember Anthony DiClemente when we launched the biohacking secrets book. Like I had these ideas for the hooks I thought were going to be the best thing. And we had him start doing a Facebook live every single day. And he did the first Facebook live and it was like throwing the hook out and like crickets, right? Next Facebook live, crickets. Third one, fourth one, fifth one, sixth one, seventh.

He kept tweaking and changing his messaging and trying different stories and different hooks and different things. And he was like the 11th or the 17th. I can't remember. It was a number like that. Like, like the hook was the right hook. I think it was like how to biohack your vegetables. And that one went out there and it hit, it was like, boom. And all these people started coming, um, coming towards, um, coming towards him. Um, I think that the video, I'm getting like a million views and it's just crazy, but it was like the hook. It was like, um, I think that the video, I'm getting like a million views and it's just crazy, but it was like the hook. It was like, that was a hook that, that caught the fish.

Right. And so I think all you guys need to start, stop freaking out about like making the perfect headline, crafting the message perfectly and putting out there like, okay, I'm launching a webinar in a month from now. I've got 30 days to throw out 30 different hooks, find out which one's going to be the one that actually grabs people. Right. And so that can be a Facebook Live every single day.

It could be you set up an ad with, like, 20 different headlines and rotate it through and see which one gets the highest click-through rate. Like, there's a lot of really basic things you can do, but it's just testing things and, like, seeing what actually gets the fish to grab, right? Number two is now that you, you know, everyone's going to be, we're all fishing from the same pond. And if you look at it, it's like, how comesell pulled out one fish and dean pulled out like 30 like what was the different the difference it's like well dean was like paying attention to like the market really close right he noticed every time he walked towards the the pond the fish would scatter right um i think a lot of you guys try something and you're not like noticing

what's happening right like when i do facebook live i'm watching like what are people's reactions and comments and did anybody share this one and you're not like noticing what's happening, right? Like when I do Facebook live, I'm watching like, what are people's reactions and comments? And did anybody share this one? And what were they saying? And what was happening? And I'm looking to like, to see what the market's responding to. And if it's, if it's like, if I get a good response or if I'm doing a Facebook live and I say something else, like people start going crazy. I'm like, Oh, interesting. Like, so I'm paying attention to what's happening and I'm taking mental note of that. as i'm doing the next thing i do it better um one of the the really cool stories that um um who was it told it on the campfire one of the guys here told it on the campfire but they're talking about how if you look at um the stand-up comedy right like a stand-up comedian doesn't

just like one day show up on whatever tonight show and do do his pitch and like just crush it right he said what happens is that they go and they play the the small shows for like a year two years right they go they do go for first place and they they test all these jokes and they say okay you know i did all these jokes like 20 of them landed that like people going crazy other 80 i'm like yeah okay so then they take that they then delete the 80 of the jokes that didn't land then they go to they write some new jokes, and they go to the next show. They do the same 20% that people died for last time, so they perfect how they deliver that message,

and they try out 80% new jokes. And from the 80% new jokes, maybe two or three land really good this time. So they take now the 20% before, the two or three new jokes. Now the next show, they use those 40% they know are good, and they test out new material, and they do it over and over and over again until eventually they've got all the jokes that just land perfectly hit. And then they come and when they go to,

you know, when they go on the Today Show or Tonight Show or whatever, I don't know, whatever the big comedy show is, they're up there and they tell it and like they slay it because every single joke they know lands because they've tested it over and over and over again but it's not just like they show up and they just write this pitch and hope it's good and the same thing should be true for you guys right like

when you're doing your webinars like i look at now like people are grustling how'd your webinar crush it so well and the reality is you know i've spent 10 years prior to me writing the click funnels webinar already for these webinars and i I've been, you know, speaking on the road, doing podcast interviews, doing teleseminar, doing my own podcast, doing all sorts of stuff. And all I'm doing is I'm testing, I'm testing my material, right? Just like a comedian would. I'm testing thing after thing after thing. And I'm seeing what lands, I'm seeing what doesn't land, right? Like at Funnel Hacking Live last year, I did six presentations. My first presentation did not land, like as a whole, there are a couple of pieces that are okay, but I do know that that presentation didn't land. Um, the second presentation

I did, it crushed that my funnel audibles presentation for those who were there. Um, that one, like that was the one, um, of my presentations that people just like that one nailed it. Like, so I know that message is like, boom. So I'm like, okay, funnel audibles. That's an important message. That's something I go deeper go deeper with i gotta create a bunch of really cool things around that because that one crushed it right um they even within the framework of a presentation like i'm telling stories like which ones nailed which ones crushed it which ones didn't and i'm tweaking that right so for any of you guys who are like i'm gonna go make a webinar today and you go and you start creating it if you haven't been doing this thing where we're standing

on the side of the bank throwing our hook in over and over and over and over again to see what, what jokes hit, which ones don't, you're going to struggle because you have no idea. And then you can do your best webinar. You're going to hope it's good. And you're going to spend all this Facebook ad money and do it. And then you go and you do it. And what happens?

Like it bombs. And it's like, well, you know, 20% of the jokes, 20% of your, your, the stories, the things you didn't write, they're 8% failed because like you put all your the stories, the things you did were right. But 80% failed because you put all your eggs in one basket. You had no idea. And that's why sometimes these things don't hit, right? And so for you, it's like starting today. That's why I tell people all the time.

I did a three-day Facebook Live after the Expert Seekers book launch. And the whole thing was about finding your voice. And it was like, okay, do a Facebook Live every single day. And then you're you're seeing people people react and you say okay these stories resonate these ones didn't resonate this one did this story this joke this idea this concept this false belief this um this epiphany bridge story this kind of like bridge like you're just testing it over and over and over again in fact um uh the day before i left on this trip and the night before, I went to my buddy Chad Wollner. He's a chiropractor, and he was having a big chiropractor event at his office in Boise,

and he asked if I could come speak. And it was a group of like 20 people, and I normally charge a lot of money to speak, and it was funny. I love Chad. He was like, how much would it cost to have you come speak at my thing? And I kind of smiled. I was like, dude, I'll just come speak. He said, no, much would it cost to have you have have you come speak at my thing and i just smiled i was like dude i'll just come speak he's like no i want to pay you i'm like you don't want to pay me what it would cost but i was like but it's worth it to me because number one your friend and be fun to do that but number two like i have some new material i want to test

like literally that was it so i did this presentation with him because i was trying to fill out this new material now um today i'm today I'm flying to Minneapolis to go speak at Dana Derrick's event. There's going to be a hundred people there. And, um, I'm giving a new presentation. I've never done before that actually the framework for the new traffic secrets book. And so I'm in the process of writing the book right now. In fact, someone asked me like, how long does it take you to write a book? And I said, you know, about a year. They said, it takes you a year to write a book. I'm like, well, yes, but it's not like I'm writing for a year. So for example, what's happening is like, I'm speaking at Dana's and I have the outline for

my book and I'm teaching, I have a two hours time slot. So for two hours, I'm going to be teaching the framework for this, for my book. And I'm going to see what hits and what doesn't. That's literally why I'm, why I'm speaking at Dana's event. Um, because it's his topic. Well, number one, I love Dana. He's the man. Uh, but number two is, um, it's like his, his event, the, his event's called dream 100 cons. It's about dream 100, which is like the foundation of traffic secrets. And so it's like, this is a perfect audience and opportunity for me at a small scale to test out my material. So I'm testing out the material here at dream 100 con, and I'm going to use it. And again, teaching my entire book, like the whole whole framework so i get a higher level of like here's all the pieces and like i'm going to feel how that felt and then in two months from now for my two comic club x members i have a two-day event where

i'm teaching the framework for the traffic secrets book again so this time first one's two hours i'm going to test the higher level material then this time i'm going to do the second one which i'm gonna have a chance to test all the you know all the material every single section in depth in detail every story every like all the different pieces i'm going to do the second one, which I'm going to have a chance to test all the, you know, all the material, every single section in depth, in detail, every story, every like all the different pieces. I'm going to feel like what, what works, what doesn't work. I'm going to cut things out, move things around, and then I'm going to start writing the book. Okay. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last funnel hacking live because I wanted him to share

a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study. And guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right. Less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been

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Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius.

And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you gotta figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do.

Now, normally this assessment, you can go to workinggenius.com and there's two Gs in the middle, workinggenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S, at checkout, you get 25% off. But then go take the test.

Again, it takes you 10 minutes, but even in a 10-minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's gonna give you the most joy, number one. But then number two, it's gonna make sure that you are, with your teams, getting them in the right seats as well.

So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team. And I promise you will change the working dynamics amongst everybody and help your company to grow. The first two books, if you remember, if you've been following me for a while, when I wrote the dot com secrets book, we wrote the very first version of it and I hated it. Like I was just like, huh? And so I was like, I got to do something. So I literally threw an event. literally threw an event i was like i was like hey in a month i'm gonna do an

event i'm gonna teach this whole framework because it's not working so we flew all these people in i had 100 people show up this event in boise and i taught the dot-com seekers principles in a three-day event and what's cool is like teaching it i saw what material worked what didn't work and i was able to kind of from that make some tweaks and some changes. In fact, the day after the event, I sat down with Julie Easton, who was the main writer helping with the Dotcom Secrets book. And we spent like four hours at the event. And I was like, okay, this story sucked. Like nobody got it.

It didn't make sense. Like this concept I taught, I had to teach this one first. It didn't make sense. We moved the outline around. We moved the end. We spent like four or five hours like just rebuilding the outline the framework um deleting stuff that didn't hit keeping something that did and then that's when we wrote the second version which then became the dot-com secrets book same thing happened with expert secrets i went initially i

wrote this book that i you know based off my head and then i got it back and i'm reading i'm like none of these jokes are landing right and so then what i do i threw a two-day event threw everyone in and for two days i taught the expert secrets process. And the same thing happened. I saw what landed, what didn't land. And then after that, the next day, I went through, rebuilt the framework, and then started the book round two. And then boom, we got expert secrets. So for the third book, Traffic Secrets, I decided I'm just going to start with the event.

But notice what I'm doing, right? I'm throwing hooks out on the side of the side of the thing just throwing hook hook hook trying to see what things people resonate with what things people are gravitating towards so for you i want you just thinking about that like if you're writing your webinar pitch you're doing your thing and you haven't been thrown out hooks like like you're just guessing you're writing your first version of your book and you're gonna get back and it may suck it may be awesome you land it the first time but you gotta you gotta go out on the road and like test your material.

And you should be doing it through all these different means, doing it through podcast interviews. Literally, podcast interviews are one of the easiest things. If you're an expert matter in any topic, go pull a Dream 100. Go log into iTunes. Find every podcast on your topic and then build out a topic that you can be interviewed on and message every single one be like hey i love your podcast you know i talk about this can can you want to interview me for your interview me for your podcast and go get 10 different podcast interviews you can like try your test out your your uh your jokes test out your framework right test out your your concepts and see what lands see what doesn't and then the same thing on on

facebook live do it on your own page you You want other people's page. Like you're just testing out material the whole time so you can find out what lands and what doesn't land. Um, yeah, that's it you guys. So that was a big lesson I had just sitting here and I hope that, I hope that helps some of you guys. I know a lot of you guys have been scared or nervous or frustrated or whatever. Um, but as soon as you know, like what, what hits, right. You know, like these are the jokes that hit, it's just like Dean on side of the thing. Like as soon as he know like what what hits right you know like these are the jokes that hit it's just like dean on the side of the thing like as soon as he figured out like okay this is the hook this is the process that works he sat like i literally sat and wait there's like five different fishing holes we went to we had like 20 minutes each one so the last fishing hole he sat down

at that point he figured out the hook he'd figured out his approach he'd figured out all like all his materials nailed it right and he walked over he snuck up to the side start throwing in he pulled out 12 fish boom boom boom boom boom 12 fish in the same pond i wasn't able to catch one right because i'm just throwing my thing in and praying for the best and part of me was so scared i'm hoping that people aren't gonna bite and i think some of you guys have that same fear like uh like i was scared like i can't even tell you it was weird like as soon as that first fish bit that hook i just wanted it to run away and i'm sure the first time you guys do something and it hits you're gonna be like oh i'm like some of you guys gonna get freaked out by it it's like oh my gosh people responded they you know they asked me questions like and you know

and maybe it's something you did that made you vulnerable and also like you're vulnerable and like someone comes and says something like it's um anyway there's a lot of there's a lot of um there's a lot of magic to that so all right and just by the way btw um i'm 20 minutes since podcast episode right and what was i doing today i was testing material i told you guys a story about fishing and the hook and how it worked and the comedian and like i was just testing this material first time first time i ever vocally shared it was right now okay and some of the pieces felt really good to me and i'm gonna watch over the next little bit after this podcast goes live i always know there's like um people respond in four ways and some podcast episodes nobody responds other ones i see things people talking about people message me or things like that i'm just feeling it and feeling like

what one's nailed which one's hit which ones hit. And so this, like literally my marketing secrets podcast, you know, if I'm completely honest, 90% of the reason why I do it is because I'm testing new material every single day. I have a chance to test some more new material. Um, and, um, yeah, I think there's some cool things that came from it. Right. Um, the podcast I did a year and a half ago, the one I did for Nick Fitzgerald, where I talked about, um, the entrepreneur, the technician and the rainmaker. Like that was a, I'd never talked about it before. I never shared that. I, I pulled a podcast, did an hour long episode on it.

And that's going to be probably one of the chapters in the traffic seekers books. I was like, man, that nailed it. Like that, that resonated with so many people back then. Like that's going to become now some material I'm going to use in the future. So, um, make sure you're using these publishing platforms even if no one's listening to you like just do it because it's a place to test your material and it's not always external feedback it's not like you guys respond to me like that was a good story russell my cool man remember that like i like you can feel it when you tell me explain something the first time you explain it's always

going to be the worst too it's like i i told this this. It may come up in my presentation tomorrow at Dana's event. Like it totally could. And I might tell it a little bit differently and I'm going to tweak some things. Like I know at Chad Wollner's event, I talked about Hook's story offer. I talked about framework. And I know that the way I did the offer, the way I explained that, I did not nail it. Like it was confusing and kind of clunky. The way I did story, I felt good.

And the way I did Hook, I felt really good. And so I was like, okay, cool. I learned some things. So next time I teach offer, I'm definitely going to make some changes based on how I felt giving that presentation. So anyway, hope it helps guys. Time to start throwing some hooks.

It's time to start testing your material. And I think if you do that, you're going to have a lot of fun. So, all right, I got to balance. I got to get everything packed up and get out of here so they don't leave me. Because if I miss the helicopter flying me back to the airport, then I'm screwed. So, all right, thanks, everybody. Appreciate you all.

Thanks for listening, and we'll talk to you soon. 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.