Marketing Secrets with Russell Brunson - The 3 Second Shock That Allows You To Deliver Your Message

Episode Date: January 18, 2018

Behind the scenes of some cool things that we're doing to get people to stop and actually watch our ads. On this episode Russell talks about a new ad technique where you try to get someone's attention within three seconds. Here are some of the awesome things you will hear on today's episode: Find out what kind of ads Russell is experimenting with to grab people's attention quickly. Discover why you need to be quicker in grabbing people's attention in these days than they did in the 80's. And find out how Russell's jeep became high centered and why he lit a copy of Expert Secrets on fire! So listen here to see why Russell blew up his Gold Prospector with a potato gun and lit his book on fire. Transcript - https://marketingsecrets.com/blog/the-3-second-shock-that-allows-you-to-deliver-your-message Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson and welcome to the Marketing Secrets Podcast. 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 answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everyone. Hope things are going awesome. We had such a fun day today.

Tuesdays become my days where I block out time to film all the stuff I've got to film. I remember, when was it probably three or four years ago i was talking to mike phil same he's been a close friend for about a decade now and uh i remember he told me him and annie jenkins they used to be business partners uh with company uh webinar jam and traffic genesis and stuff and he told me he had a epiphany one day it's like the more he's like we make money when we're on camera and so like the more videos they make the more camera time they make the more money they. And so that was their big epiphany. Like they need to spend more time making videos because that's how they make money. And I've kind

of recently come to the same thing. Like I make the most money inside of ClickFunnels as a pitch person who's out there talking about ClickFunnels and talking about why it's awesome and all that kind of stuff. And so basically every Tuesday we're blocking out, it's like filming day now. And so I'm filming a whole bunch of stuff. So I filmed a new Thank You Page webinar for the Dotcom Secrets book funnel. I filmed a whole bunch of promo videos. I filmed upsell videos. I filmed all these things. And at the end of the day, I had two other videos I was supposed to make that I didn't really want to make.

So I was like, ah, I have like 15 minutes left. And I was like, you know what we should do? We should go and do some fun ones. And it's been fun. I've been watching one of my buddies, Dean Graciosi. We've been kind of sharing notes with book funnels. He's got a book funnel that's been fun. I've been watching one of my buddies, Dean Graciosi. He has been, we've been kind of sharing notes with book funnels. He's got a book funnel that's killing, I've got a couple book funnels

that are also doing really, really well. And I've been watching his ads, and his ads have been so fun. Like he had one where he had his book on fire. He's like, this book is literally on fire, you should go buy it. And then he had a bunch of magic trick ones. One where he's in his Tesla and he clicks the screen

and Tesla and all of a sudden the book pops out and he holds it. One where he's got the book in this empty box and he shakes it up and like 50 copies of the book dump out of it. And just these little things like capture people's attention. And I was like, we need to start doing more of those kinds of things, like just some fun things. And so we're sitting there and we have like a little time to film.

I was like, let's go, like, let's, let's do a fun like video that maybe it could have completely bombed, but it could be awesome. Who knows? And so like, we should do a potato gun video where i'm shooting the expert seekers book the potato gun and looking around we see the big cardboard cut out of our gold prospector i'm like we should tape the book the gold prospector like he's holding it then i'll shoot the gun at the gold prospector and blow up the book and it got from one thing to the next the next hole you know 15 minutes later we're out in the field with the jeep lots of kind of backgrounds, it looks just,

from the pattern interrupts, it's this Jeep with red headlights shining at the camera. And then we set up a slow motion camera as well. And then there's this gold prospector cut out with a copy of the Expert Seekers book taped to him. And the first thing I say is, hey, my name is Russell Brunson, I'm a potato gun expert. And I turn the potato gun towards the prospector and like point blank, like three inches from where he is,

I shoot this potato gun at him. And like he explodes, the book gun towards the prospector and like point blank, like three inches from where he is. I shoot this potato gun at him and like he explodes. The book flies in the air and we got slow motion, the whole thing happening. And then I come back and I'm like, holy cow. And I throw the potato gun on the ground. And then Dave Woodward off screen throws me a copy of the book. And I'm like, hey, my name is Russell Brunson. I got my new book called Expert Secrets. You should get a free copy of it.

And I just did this crazy pitch for the book. And it was so much fun. We had such a good time. And, uh, and then when that was done, uh, Dave decided to teach me how to use a Jeep. Cause I got my new Jeep. That's awesome. But I'm kind of a city boy who's scared of Jeep. So we went driving in this mud pit, flipping circles and stuff. And he wanted me to go up in the huge hill. So I go up on this hill and like, it scared me to death. It was one of the scariest things ever um and he kept telling me he's like no you're wussing out you gotta go like go up and go over the top of it and i didn't dare so i jumped out and i had him go in it and he goes and first thing he does goes up this huge hill and then high centers the jeep and it's completely stuck and we can't get it to move it's it's like it's not even high center

there's like like more dirt like all the like I don't even know how to explain it. It was like in mud because there was dirt all the way up to the car underneath. Like, anyway, it was crazy and completely stuck. And so we had to call his son Christian to come and basically to get a winch and like to pull it out. But when we're doing that, we had like a 20-minute break before he could get here. So we're like, what should we do for 20 minutes? Like, let's burn a book. Like, Dean burned a book.

I want to burn a book. And so we burned a book. I want to burn a book. And so we got a book, and we tried to light it on fire. We found out it's kind of hard. You have to have lighter fluids. So I drove to the grocery store, bought lighter fluid, came back and soaked my book in lighter fluid. About this time, they got the Jeep out. It's pitch black.

I told my kids that the Jeep was stuck in the mud, so they all came over. My wife and my kids are there. And so finally, it's like pitch black outside, and we're like, well, this book is soaking wet with lighter fluid. Like, we need to do this thing. So I sat in the Jeep and I lit the book on fire. It's like flames going crazy everywhere. And it looked awesome because it was super dark outside and as this book is burning and I'm like, this book is on fire. You need to go

get your copy right now. And, um, just made a really quick, fun promo video that turned out. It looks so cool because it's dark and the flames are bright and it just, and I'm sitting in my car at the time. Like it was just crazy. And when it was done, um, they held the book up and did like an Instagram ad, a bunch of other ones with this flaming book and just had so much fun. Like the last hour of the day was insanely fun and insanely cool. And I started thinking, I'm like, man, you know, like so often most of us are trying to like do things the right way. Like we set the funnel the right way and then we drive ads and we buy image ads and we get ads with memes on. Like all these things we're doing to try to make things look good.

Like what's everyone else doing when we're doing it? And what I'm kind of realizing watching some of these, you know, people I know whose ads are killing, it's like the rare, unique, weird things, right? It's the pattern interrupts. It's things like someone sees on Facebook and they share with their friends or they have to buy or they're scrolling else and they stop and like, what? Russell's thing is on fire. Why is he shooting a potato gun at a cutout of this? You know, like it's the pattern interrupt that wins. And I just had this big epiphany in my mind that was just like, we need to start doing more things like that. Like how many cool, crazy, weird things

can we do to get someone to stop scrolling? And so you can share your thing. And I talked to Dean and his guy a little bit, like one of the keys that are found in these magic tricks is like use something in the first, like three seconds that captures their attention. And then you transition into your book pitch. And so, um, soon the next week or two, you'll see these ads go live and maybe they might bomb. They may do amazing. I don't know. Um, but, uh, I think they're going to do really, really good. And now my mindset's on this thing of like, how do we create crazy ads to stop scrollers and stop everyone in the thing really quick. And this, we can move transition into a call to action.

Like how do we, how do we grab them and just stop them where they're at in their tracks enough to get their attention and then, and then, and then, and then make a special offer. And so I just want to show up to yesterday because I think so much, so many times we get so stuck in like the minutia of business and building funnels and sales pitches and all this kind of thing. It's like, let's have some fun again. Like what are the weird things you can do with your front end products to get people to stop? If you can get them to stop, that's 99% of the battle nowadays. Like everyone's got, um, in fact, I'm writing a script about this right now, but like the average human has a seven second attention span, seven seconds. A goldfish has eight. We have, we have shorter attention spans than goldfish.

Um, which is crazy. Like back in the eighties, we had a 20 minute attention span now we're down to seven seconds and so um when you understand that like are people at seven seconds like you've got to like do something insane to grab them so imagine straight blowing a book up lighting on fire whatever like the the crazier the better and so um today was fun because i made two of those. It just got me excited. I'm going to start doing a whole bunch more. I just want to share this with you guys so that it hopefully gives you some freedom. Have some fun with your ads. Do some crazy things.

Things that just make no logical sense, but just do it just to do it. Who knows? I look at Dean's ads. One of the book on fire has four million views. The one with the magic trick has got even more. They're doing insanely well. If you start thinking, what's the mean ad I can today. That's going to have a good quote. Someone's going to share it instead. Like how can you do something interesting that actually gets people

to stop so that I can make them a special offer. Um, and so that's what I want to share with you yesterday. Do something crazy to make them stop so you can give them a special offer. So anyway, check out Facebook, Instagram. You will probably start seeing some of these things popping up soon in the very near future in my newsfeeds it'll be in your news feed it's gonna be awesome um by the way if you want to see all the craziness happening behind the scenes um if you're following me on instagram um instagram stories i'm sharing all this stuff there's scenes of the potato guns and things blowing up all the time so um if you're not following instagram you go to instagram.com slash russell brunson i believe or just search russell brunson

i should be in there follow me and then go watch my stories. We're filming the chaos and the craziness every single day as it's happening. So if you want to see it all happening in real time, Instagram is the place. Anyway, I'm going to go to bed. Kids are in bed before nine. I'm so excited. So excited. So I'm going to go to bed. Appreciate you guys all. Have an amazing day and I'll see you guys soon. Bye. Want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called expert secrets and you can get a free copy at expert secrets.com and book number two is called.com secrets and you can get your free copy at.com secrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the

fastest growing non VC backed SaaS startup company in the world.