Marketing Secrets with Russell Brunson - My Funnel Hacking Live Keynote Presentation - Part 4 of 4

Episode Date: April 3, 2019

Listen to the final part of my keynote presentation from FHL. During this part of the presentation, I dive deeper into understanding and mastering hooks. On today's episode you will hear part 4 of 4 of Russell's first presentation at Funnel Hacking Live 2019. Here are some of the super awesome things you will hear in this part: Find out why the hook is a little harder to catch onto, but why it's also the most important part. Find out why you should practice different hooks, much like a comedian practices different jokes. And find out how you can find examples of other hooks proven to work, and model your own after them. So listen here to the exciting conclusion of Russell's keynote presentation at Funnel Hacking live this year. Transcript - https://marketingsecrets.com/blog/194-my-funnel-hacking-live-keynote-presentation-part-4-of-4 Learn more about your ad choices. Visit megaphone.fm/adchoices

Metro links and cross links are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. Hey everyone, it's Russell Brunson. Welcome back to the Marketing Secrets Podcast. And you're about to listen to part four of four of my keynote presentation from Funnel Hacking Live. The exciting conclusion of this presentation. We've talked about offers, we've talked about stories,

and now we're going to dive into the hooks. And hooks aren't something that takes as much time to explain, but it's probably one of the hardest parts for people to do. And so make sure to pay a lot of attention to this part of it and start thinking through what are the hooks you can be throwing out. And hopefully you notice all the hooks I throw out. I throw out hooks every single day between my podcast and the blog posts and the Facebook lives and Instagrams and just on and on and on. And so hooks are the key because that's what gets somebody's attention and lets them focus on your story so then you can make them your special offers. So hope you enjoy the exciting conclusion of my keynote presentation for knocking live.

That's them. Cute theme song. And then we'll jump right into part four, four of my presentation. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital? We're 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

in this podcast. We'll give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Okay, I'm gonna go to the last steps. We talked about offer. We talked about story. The last piece in this is the hook. Okay, so what is the hook? To understand this really well, I want you guys to imagine what happened right before you probably came into this room. You were in the bathroom and you're sitting kind of like this. And most of you had your phones and you're going like this. So what a hook is, it's the thing that makes you stop. Like, whoa, that's a hook. This is how I judge my hooks. I imagine all of you guys swiping. What's going to make you like, whoa, hold on. All right, I got to finish so I can find out

what that thing is, okay? This is literally what's happening. In case you're wondering, like, oh no, my customers don't do that. They do. I was in the airport two days ago. I walk into the airport, and for the women, I'm so sorry that you have to find out about how gross and disgusting men are, but there's a dude swiping while he's, and I was like, seriously, like, put it in your pocket for 30 seconds? It doesn't take that long. It was just amazing. Like, that's what they're doing, okay? And so you can imagine, this is what's happening in today's world, okay? It's not they're sitting there desktop, like so you gotta imagine, this is what's happening in today's world, okay? It's not they're sitting at their desktop like studying you and reading things,

excuse me, and researching. What's happening is this. And so they're flipping through their phone and they're seeing their friends and their pictures and their profiles and their cat videos and thing after thing after thing after thing. And your ad has a shot in there for like one second,

probably less, in the middle of this scroll, okay? And if you don't stop them right there and they don't say, hold on, put the phone down, I gotta come back and check this out, you failed, okay? The hook is the key. Without a good hook, nobody will ever hear your story. Without a good story, no one will care about your offer, okay? Now, the hook in and of itself does not provide, does not increase the value, okay? The hook does not increase the value of what it is you're selling. What the hook does is it grabs your attention long enough that they'll listen to your story. The story increases

the value and then the offer increases the value. The hook grabs them just long enough. You can tell them the story. Okay. So every story you have has multiple hooks. Okay. This is why it's so important for you guys to be publishing and putting things out there all the time, because I have no idea what hooks are going to land. Which ones are people going to resonate with and which ones don't. Okay? I was at a retreat, like a mastermind group with Brendan Bouchard and Dean Graciosi and a bunch of really cool people. Both of who are going to be here this weekend speaking with you guys.

It's going to be amazing. And we're sitting on the campfire and Dean told this story that was so good. He said, he said, essentially, he said, if you look at a, if you look at a comedian, you see them on like the Tonight Show and they pick up the microphone, they do their thing and they do the thing and they land it and everyone's like, oh my gosh, this is the funniest person on earth. And so you don't understand, it's like the comedian just get up there and like do his thing. What happened is like two years prior, he got a job, he went to a dive bar over here. He wrote 10 jokes, got in front of like 30 people. He tried this thing and he tried it. And he told joke one, two, three, four, five.

Like one of the 10 jokes landed. He's like, okay, that joke was good. The rest were horrible. Goes back to his apartment, writes nine new jokes. Got some 10 jokes, goes next to Ivar, gets in front of it. Boom, he does it. Nails the first joke because he knows it's amazing. Nails the other nine, like two of the other nine work, right? Now he's got three good jokes. Then he goes back, rewrites the other seven, comes back the next night. Nails the other nine. Two of the other nine work.

He's got three good jokes. He goes back, rewrites the other seven, comes back the next night. Boom, he keeps doing it, keeps doing it, keeps doing it. He knows he's got ten of the most amazing jokes in the world. Then he gets on the big stage and performs and every single joke lands. It's the same thing that we're doing right now. I have no idea what hooks are going to work. So what do I do?

When I hear a story in the morning, I jump on my phone. I get my phone out as I'm driving to the office. And half of you guys are like, Russell, don't drive while you're podcasting. It's like a block and there's no anything anywhere. I wish I could show people that. I get, anyway, whatever. So I'm doing my thing, talking, and I tell a story, right? That's my first time.

Then I come in, I see Dave, and Dave's like, oh, and I'm like, oh. I'm like, I tell your story. I tell Dave a story, right? I tell it a little differently this time. And I'm in, I see Dave and Dave's like, oh, and I'm like, oh, like I tell your story. I tell Dave the story, right? I tell a little differently this time. And I'm like, okay, that works. Like it made sense. He got excited. And I go out to the, like the bullpen and all the marketing teams and I tell them the story, right? And then I jump on a Facebook app. I tell the story that I tell it four or five times. So I know how to tell the story. I see what lands. I see what hooks got people interested. Or if I tell a story and Dave's like, oh, that's really cool. I'm like, crap. Dave's not flipping out. It is not a good story, right?

And that's how we know. So it's testing these things, testing it, testing it. Okay? So when you have a story, it's like you're putting out different hooks. Like, which are the hooks that people are grabbing onto? What are the ones that are interesting? What ones do people actually pay attention to? And like, cool.

Now we'll build things bigger on those. Okay? But you got to be practicing stuff all the time. Okay? Because if you're like, I got to, if business has to work, it's got to be perfect. It's got to be, like, I don't want to screw this up. So I'm going to wait until I tell my story. I'm going to wait. I'm going to wait. It's the equivalent of walking up on the night show and be like, I've never tested this material. Let's go. You would never do that, right? Yeah, we do in our

businesses all the time. You can't do that. You got to be telling the stories, telling the stories. Okay? Every single one of you guys in here should be Facebook live in your experience today. Like seriously, if you're not, like why did you waste that experience? There's some story that will impact you today, if not me, by somebody else, that affects your life and your customers directly. And you better be talking about that tonight when you get home. Either podcasting, video, Facebook Live, something to start practicing. It begins tonight. Doesn't begin manana, because manana never comes. Okay? All right, so how do you find the hooks that you want to model? So next time you guys are doing this, and you shouldn't do this.

Like, it's really disgusting. But maybe you're at your desk doing this. As you're scrolling through, look at the stuff that stops you. Okay? Look at the stuff that stops you. Like, why did that hook work? What was it? Okay, the 30 days book was not my idea.

Someone else had a 30 days thing in another industry. I was like, that's a good idea. He hooked it over there. I'm gonna hook it over here because it made me stop. Okay, now after you find an ad, instead of just looking at it like that's a really good ad, then you go to the ad and Facebook is on the coolest thing in the world now. There's a little tab here that says ads and info. You click on it and it literally shows you every single hook that that person is running right now. So if you click on that right now, you would see here's a couple of the hooks that Russell and John and the team are currently running. Russell, that's a lot of ads. Yeah, worth throwing out insane amounts of hooks every single day. Okay. And you can do this with any advertiser. You see their ad on Facebook, you click on their thing and it'll show you here's

every ad that they are actively running right now. And you can see all the hooks. So every time someone hooks you, stop, pay attention, go look at the thing, look at all the ads and start studying and start looking, start geeking out. Okay. That's a lot of ads. How many do we have on here? All right. Now this is, I was doing this last night as like one in the morning, I used to work on slides. I was like, how do I really sink this in? And I started thinking about the two comic club winners, the two comic club ex-winners. I was like, I'm going to show just examples of some of these, right? Because you hear these people all the time, right?

You see their pictures, you hear the stories. You're like, this is amazing. I want Two Comma Club. But how many of you guys have actually looked at the hooks that they're throwing out? Okay. If they're in the Two Comma Club, Two Comma Club X means they are insanely good

at hook story offer. Otherwise, they would not be here, right? So we should be looking at it. So I started looking. I'm like, I'm just going to pull a couple of random people. So the first one I pull here is Drew. Is Drew in the room right now? I think he is. All right. So this is, this is amazing. So Drew is coming on Fit to Fat to Fit. Have you guys seen his ads before? So Drew is a personal trainer who was ripped and amazing. And I might be telling the story wrong. It's awkward. He's in

the room. So hopefully I tell it right. But he was, he was like ripped and amazing. And I might be telling the story wrong. It's awkward. He's in the room, so hopefully I tell it right. But he was like ripped and amazing and his clients were like, well, you've never been fat, so you don't know what it's like. And he's like, oh yeah? This is what I'm gonna do. I'm gonna get fat, super fat. So he gained a whole bunch of weight

to prove to everyone he went from being fit to getting really, really fat and then losing all the weight again. Okay, probably not healthy, like in retrospect, I'm guessing. But that is an amazing hook. So you see, here's every, like a thousand different weight loss offers out there. Like, hey, I'm in retrospect I'm guessing but that is an amazing hook So you see here's everything a thousand for weight loss offers out there. Hey, I'm sexy. I'm ripped AC drew

Sitting here with Jay Leno. He's like I want for me fit to fat to fit and shows the before now It's like that hook is amazing Okay Boom to call the club X winner. Okay. This is Natalie. How many were Natalie Hudson from last year those? There's Natalie right here. Okay. Two comic cup winners. She's getting close to two comic cup X. Same thing, right? No, it's interesting. So Natalie's business prior to this was a good business, right? She had good hooks, good story, good offer. It was like, it was doing well, but never like amazing. Right. But then she came back and she's like, Hey, what's the hook? What's the strike? What is it

and she shifted from her other business that was doing okay to this and you guys remember Natalie's story she talked about vulnerability last year

she talked about she was doing this live video and she peed her pants during it which is like the most humiliating thing ever right

and then she turned that into a product teaching women how to control that and went from zero to two comic book winner in four months

because the hook, right? Find a better hook. Again, if your funnel's not working, it's always either a hook, a story, or an offer. Okay? That hook's amazing, or story is insane, and the offer was amazing.

A million dollars in four months. Okay? Garrett White there in the middle. Here's the landing page I found of his. It's one of my favorite landing pages. How's this for a hook? Attention, married businessmen. Learn how to unlock... Okay. Learn how to unlock nearly unlimited sex, power, and money without having to cheat on your wife,

get a divorce, ignore your children, leave your church, date with drugs, or party like a rock star in Las Vegas. What? How do you not click on that as a man? I can have everything I want in life without all the bad stuff. This is amazing, right? He's a master at hooks. If you look at anybody in this club, anyone who's on stage, people that are doing what we want to do, you guys,

they're amazing at hook, story, offer. And if you want to be on stage, you have to become better at hook, story, and offer. So as you're telling your story, you start building inventory. What are the hooks I can test out? Test out this. Test out this.

And my question is, how many hooks are you guys actually throwing out? You need to be throwing out a lot. Okay. Hook, story, offer. And then one last thing I want to kind of show you guys, if you look at this hook, story, offer, this is happening at every single step in your funnel. Okay. Your ads, there's a hook, a story, and an offer in your ad. Someone's story, there's a hook. You're telling a quick story. You make an offer. Click here. There's the offer. Then they come to your landing page. There's a hook. There's a story. There's an offer. Then they come to your landing page, there's a hook, there's a story, there's an offer. Then they come, they buy your product, hook, story, offer, upsell, hook, story, offer.

This framework is essential for you guys to master. It's so simple. That's why I want to start today with this. It's so simple, but it's the most important thing. You do it over and over and over and over again. If something is not working inside your funnel, it's always either your hook, your story, or your offer. I don't care what funnel it is.

We're going to learn about a ton of funnel types this weekend. Okay, you're going to learn about challenge funnels and summit funnels and book funnels, a ton of funnels. It doesn't matter which one it is. This framework fits into every one of these funnels. Okay, and the last one I wanted to mention is the hook story offer. This is the key. Hook story offer is the thing that grabs somebody, brings them into your world,

and after you have them, the next phase then is how do we increase the value? How do we help these people along the line? Okay? In the books you guys got yesterday, I actually printed out a copy of our value ladder. See, this is our value ladder. And the person speaking after me is Stacey Martino. I'm so excited to have her. She's going to be, yeah. You guys are going to love Stacey. But she is a master at taking people up to value. How do you take people? After you've hooked them and you've got them into your world, how do you love them and give them enough value that they want to continue to progress with you

throughout everything else you're doing? Okay? All right, so I am out of time. I want to show one quick video, and then I'm going to be done for this morning. And then Stacey's going to be coming out, which I'm so excited for you guys to meet her. This is a video we made last year at Funnel Hacking Live,

and we showed it at the very beginning. But I want to show it really quick. It's only about a minute long. It's going to kind of re-sum up my feeling of you guys as our funnel hackers and why we're so passionate about this weekend. After the video is done, if you guys can go crazy, do a huge round of applause and we're going to be devouring back out when the video is over. You guys ready for this? Here we go. Here's to the crazy ones. The misfits. The rebels. The troublemakers.

The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them. Disagree with them. Glorify or vilify them. About the only thing you can't do is ignore them.

Because they change things. They push the human race forward. And while some might see them as the crazy ones we see genius because the people who are crazy enough to think that they can change the world are the ones who do 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.