Marketing Secrets with Russell Brunson - The Hook, The Story, And The Offer

Episode Date: April 13, 2018

How to create the right hook that'll make it so that selling becomes almost super easy. On this episode Russell gives a condensed version of a training he did for Two Comma Club X, where he teaches about the hook, story and offer. Here are some of the things you will hear on today's episode: Why it's so important to have a hook that grabs people's attention. What he used as the hook for his recently launched Book of Mormon Challenge Podcast. A few other examples of hooks people used to sell their own products, and why they were so effective. So listen here to get a quick idea of what you need to know about having a great hook and story to be able to really sell what you're offering. Transcript - https://marketingsecrets.com/blog/the-hook-the-story-and-the-offer Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson. Welcome to the Marketing Secrets Podcast. Today, I'm gonna be talking about a hook, a story, and an offer. 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. All right, everybody. I hope that today has been amazing for you so far. Whenever you're listening to this, I want to share with you,

we, it's a lot of years ago we launched the Fun Hacking Live, and we launched the Two Comma Club X coaching program, and it's insanely good. It's amazing, but there's kind of the pros and the cons of it. The pros are it gives you everything you possibly need to start, launch, scale, grow your company. The bad thing is there's so much stuff, it's like people get overwhelmed.

So I wanted to go through and record a fast track, kind of go through a higher level fast track of all the courses in order so that people kind of know where they're going. And so this week I recorded module number two, or fast track number two, which was called Hook, A Story, and an Offer. And it went on for like 45 minutes. And I think it was pretty good. And then one of the guys in the group, he's probably listening to this right now. So by the way, thank you. I said that he's like, I listened to everyone in Russell's podcast.

I've been to two fun hacking live events. I've done like every course, every book. And he's like, that was the best training I've ever heard from Russell. And I was like, that's awesome. And, uh, I had like a 45 minute conversation with, uh, Dave Woodward and James Frill when we're lifting weights on Wednesday talking about as well. And unfortunately I have to jump on a video here in like an hour. So I can't go too deep into this, but I did want to share some thoughts with you guys

because I think it's super, super, super essential and I wanted you guys to think through it for yourself. So what I want to talk about is like what's the hook and the story of what it is you're selling. Now in the video that I did for our two Comic Club X members, it was like I was going into offer hacking, how to find people's offers and hack them and all sorts of stuff like that. But one of the biggest things that we talked about and we noticed is like the key is like to really get offers, I mean there's three pieces.

There's the hook, which is like the hook that grabs you, right? Like what's the thing that grabs you? And there's the story you tell behind that. And then there's the actual offer, what they're going to get in each component of the offer. There's a hook story to offer with each component of the offer. And anyway, I wish I had more time to share everything.

But the thing I wanted to share with you guys today, because it's, man, it's one of the most important things. It's like, what's the hook of the story that you're sharing, right? And if you don't have one yet, you need to create that. So in the video I went through and I took, if you guys know Drew Manning, he's one of our two comic club winners

and he's an awesome dude. And he's got a program called Fit to Fat to Fit. And his story is he was a trainer his whole life and helped a lot of people get skinny, but he never actually knew what it was like. So he was like, you know what, I'm gonna get fat and then I'm gonna try to get fit again. And so he went and gained like, I don't know, 100 pounds

and told the whole world, this is what I'm doing. I'm gaining a bunch of weight. It's going to be a huge thing and I'm going to get fat and I'm going to lose it again. And like because of this story, this hook of the story, he got tons of PR. He was on Jay Leno, all sorts of stuff. And now it's like whatever he sells, he's just like, hey, I'm Drew. I'm the fit to fat to fit guy. I'm the guy who was a trainer who never knew what life would be fat.

So I gained a whole bunch of weight and then I lost it all again. And then anything he says after that, people will give him money. You want to know why? Because the hook of the story is so good. Drew, if you're listening to this, there's a lot of critiques I could give you to help you make your offers better.

But because of the hooks, it doesn't really matter. A good hook and a good story will make up for a lot of other stuff. He's killing it. And I was like, man, imagine if there's stuff. Anyway, sometimes I work with him personally and just be like, this is how you ramp it up.

But his hook and his story is so good that he's making millions of dollars now, right? And I was thinking about this throughout time. If you guys remember Robert Allen, he has sold over a billion dollars under the Robert Allen brand. And Robert Allen had a really good hook in his story. He told all these people, he was like, you can take me anywhere in the world, throw me in any city, without any contacts, any whatever, and within a month I will have purchased a house with no money down or whatever.

He told people that and no one believed him. So he actually did it, did this big PR stunt, went and flew somewhere, did the whole thing, and boom, that's, you know, he became Robert Allen because of that, the hook and the story, right? Natalie Hodson, Natalie spoke of Fun Hiking Live. She's amazing. What's amazing about Natalie is the hook and her story.

It's funny because there's people now who are trying to knock off her, one of her products, her first Two Comic Club product, took her four months to go from from zero to two comic club with a $37 ebook. And it was teaching women who mothers who how to not pee your pants called abs floor pelvic floor, abs core pelvic floor. And she sold like 50 or 60,000 copies of this ebook. And it's funny because there are other people now trying to knock her off and they're all going to fail because they, they, they're copying the offer, but they're missing the hook in the story. So what's, what's Natalie's hook in the story? Well, she was, um,

on, I think she was actually in a video with Drew, if I remember right. Anyway, it's a small world. Anyway. So she's, she's filming a video workout video. And in the video, she pees her pants. And instead of hiding it, she's like, she decides like, she decides, this is a good, I don't know if she consciously did this, but she put it out there, and it's an amazing hook. I'm a fitness trainer, I teach people how to lose weight, and I'm sitting there live on camera, and I pee my pants, and here's pictures of it, and it's so embarrassing. And so she tells that story, hook the story, people get excited, and then boom, 60,000 copies of her book later right um the hook and the story were so so good and the better the hook

and story are i mean they're not saying the offer can be worse but like that's like the better look the story is like you can sell off anything uh it's funny drew is actually selling ketosis stuff now which has nothing to do with his actual fit to fat to fit story but the story and hook so good he tells the story people are hooked and then boom he can sell them whatever he wants at that point. And so for you, I want you to think, like, what is, what's my, what's my story? What's the thing, right? Some of you guys may know, I launched my religion podcast this week, actually, or last, yeah, this week. And I went through the same process here.

I'm like, okay, I could just make a podcast like, hey, I'm going to teach you what my beliefs are. But nobody, like the hook and the story were horrible, right? So it's like, what, I need a hook. I need a story. Like, what is it? It's got to be something that's going to drag people in. The thing about stories, people share stories.

Like, oh, this girl named Natalie. Oh, this guy named Drew, he was fit to fat. You know, they tell a story, right? And so I was like, I need a story. And I didn't consciously do this, but it's what come out of it. It's like, if I'm going to do And like, they tell a story, right? Um, and so I was like, I need, I need a story. I didn't consciously do this, but it's what come out of it. It's like, if I'm going to do, like, I need something really, really cool. So the hook for my podcast was basically, um, you know, I'm, I'm Mormon.

I believe in the book of Mormon, but I look at my house and all these book of Mormons are laying on the ground everywhere that I never read. They just sit there. And, um, and I realized that this thing that's so important to me, I'm not treating it. I'm treating it lightly. And, um, and so, uh, I was like, I need to make this real with me. So I went online, I found on eBay a copy of one of the original 5,000 books of Mormon. I spent a small fortune on it. And now I'm reading it and I'm sharing my journey because I want to make it special

to you again, right? So that was the hook. And now I got all these people, they're sharing my podcast. Like this dude, Russell, he, like all my Mormon friends, it's kind of fun watching, but they're sharing it. And like my friend Russell, he, he has, you know, he's a Mormon too. So they share, they're sharing it like in seminaries and elders quorum. And it was kind of fun to how fast it's growing just inside the church. Cause everyone's like, cause they feel that same way. Like, man, I feel the same way.

Um, I, you know, I, uh, I, I'm not, you know, if you're Mormon and you're like, I don't treat the book in the way I should. And I also, and there's this guy who felt the same way. And so now he spent a fortune, bought an original one. And now he's like taking us on the journey. All of a sudden people are like, Oh, I want to be part of that story. Right. Um, I'm sure that there's a lot of people who like, I think about drew again, I don't know Drew's whole story. I don't know him super well. Um, but, uh, um, you know, one of the biggest things in the weight loss space, I see when people come, they try to like teach people to lose weight, but they've never been fat in the past. It's hard for them to get a lot of traction. A lot of times they can do personal training,

but it's hard for them to blow up like as a celebrity, as a guru, as an expert, whatever you want to call it, because, um, the masses are like, well, they don't know what it's like to be fat. And so he told that story. Now everyone's like, dude, this trainer who, who, uh, he wanted to prove to us that he could do this and gain all this weight. And now it's a story we're sharing. It's a good hook. You know what I mean? And the same thing happened with this is like, it was a story. So it started getting spread. And then know i mean the same thing happened with this is like it was a story so it started getting spread and then um this week i was like like i need another good hook and good story what can i do to get people listening to this now that it's live and it's launched so um some of you guys saw yesterday um i actually um

there's this guy in the mormon church his name's parley p pratt who lived back in the 1800s and he um someone gave him a copy of the original book of mormons because that's all they had back when they first came out. And he started reading and he read it for an entire, he read the entire thing in a day. He said that eating and sleeping became a nuisance to him. And anyway, I found out yesterday was actually his birthday. So I was like, I'm gonna do part of the P. Pratt day. So I took the day off of work and I went and I read the entire, I tried 18 hours. I didn't, I almost got halfway done. It's a big book. Um, but I read the whole thing and I talked about, I did Facebook live and I talked about it. And, um, and this is something I put $0 in advertising behind. I just posted on my personal wall, said, Hey, I'm doing this crazy

thing. And from that, uh, I think this morning it was like 3.9 thousand views, um, over like 1500 comments and likes and share like, like interactions with it. And, um, and, uh, hundreds and hundreds of people subscribe to the podcast from it. And so it was like this thing, like, like I made a story and event a thing out of it. And that's what got people excited. It was a hook in the story. Um, and now people subscribe to the podcast. And if you're interested in my beliefs and my faith, if you go to book of Mormon challenge.com, you can subscribe and listen in. Um, but that's kind of what it is, right? You're creating a story, creating a hook and a story gets people interested. Um, today I'm actually filming a product and what's the product. Well, I spoke at the 10 X event and the 10 X event,

I made 90 minutes or in 90 minutes, I had $3 million. So that's a hook and a story. So I'm recording a five hour training today, teaching how I did it. Cause that's something that will sell like crazy. People will like, we'll put out the idea that guy, Russell, he made 90, made 3 million, 90 minutes. So you should buy the course, figure out how you did it because that's something that will sell like crazy. People will like, we'll put out the idea that guy, Russell, he made 90, it made 3 million, 90 minutes. So you should buy the course, figure out how you did it. Like that, that's the, that's the key is like that story. Like I peed my pants. I went fat to fit to fat. I read the entire book of Mormon in a day. Um, I went and bought an original book of Mormon. Um, I made $3 million in 90 minutes. Like, like what's the story? You got to find those stories. They're out there. Um, and the. And sometimes they don't have to be super grandiose at first, but you need to have a story behind things, right?

One of my bonuses inside of the Funnel Hacks program now is Traffic Secrets. And Traffic Secrets, I could be like, hey, there's this course called Traffic Secrets and you get it today when you sign up now, right? But like, what's this hook behind it? Well, Traffic Secrets was a site owned by John Rhys. John Rhys did the first million dollar day

and the product he sold was Traffic Secrets. And the course was so good, I ended up buying the brand from him. I am spending almost a million dollars to buy it from him and I have all the wire transfers. And so when I now talk about that part of my bonus, I tell the hook of the story and the offer of that. Like the hook, I tell the story

and then it's like now that bonus becomes super valuable because the hook and the story makes it way better. And so think about for your business, like, do you have a hook in a story? If not, that might be why you're struggling. And so if not, like figure one out, like you got to figure out a thing. Like what's the thing? Call your shot. Do something big.

Look at all the offers that are out there. Look at people that are having success. What are their commonalities? Look like what's the hook? What's the off? What's the story that they're, they're telling you? Like, what's the thing? And figure out how to create a story. Like for me at the Book of Mormon, like,

I was like, okay, I'm gonna read the whole thing in a day. Like, cause that's a story. Like, okay, go and do something like that. What could you do for yourself? Um, um, you know, maybe it's, and this is what comes back. We talk about sometimes like getting results first, right? Like, um, find somebody, let's say your weight loss trainer, find somebody and, and get the result on them or do it on yourself or what, you know, like they become a lab experiment. Like the story is the key. Okay. Now, again, I didn't know drew prior to, um, his fit to fat to fit thing. But, um, my guess, if I was to say is if he was to go out there and he was to try to sell his weight loss program, I bet he did well as a personal trainer, but I bet he struggled as like selling the thing.

But now he's got this story. Like he doesn't even have to be that good at selling because the story, the hook in the story is so good. Okay, so there's your assignment. All my friends, all my people, is to figure out for you, whatever you're launching, if it's a podcast, an offer, an ad, a product, a service, whatever,

what's the story? That's what you gotta figure out because the story will drive everything else behind you. What's the hook and the story? And from there, it leads to your offer. Anyway, I got to go to my house. Oh, I got to start my training. All right, see you guys later.

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