Marketing Secrets with Russell Brunson - Unlocking Steve J Larsen’s "Dramatic Demonstrations" Event

Episode Date: April 26, 2024

Steve Larsen and I have hit the stage together many times to unpack the power of Dramatic Demonstrations. And as we gear up for our upcoming book, Steve is orchestrating an extraordinary event just for you! Hear how Dramatic Demonstrations may just be the answer to skyrocketing ad costs, helping you retake control of your lead generation and sales online. Get your ticket before they’re gone! Register For The Event At: https://dramaticdemonstrations.com Learn more about your ad choices. Visit megaphone.fm/adchoices

It's hockey season, and you can get anything you need delivered with Uber Eats. Well, almost, almost anything. So no, you can't get an ice rink on Uber Eats. But iced tea, ice cream, or just plain old ice? Yes, we deliver those. Gold tenders, no. But chicken tenders, yes. Because those are groceries, and we deliver those too.

Along with your favorite restaurant food, alcohol, and other everyday essentials. Order Uber Eats now. For alcohol, you must be legal drinking age. Please enjoy responsibly. Order Uber Eats now. For alcohol, you must be legal drinking age. Please enjoy responsibly. Product availability varies by region. See app for details. What's up, everybody? Welcome to the Marketing Secrets Podcast. So excited to have you guys here today. I got a really cool guest I brought into the studio, to the office here at ClickFunnels HQ. Someone's been with me for a long time, Steve Larson. Used to be Steven Larson. Then went to Steve Larson, but Then he put a J in the middle, so Steve J. Larson.

One of my favorite people in this world, and I'm excited about it, is we're working on a really cool project about dramatic demonstrations. We're writing a book about dramatic demonstrations. I thought, for the podcast, let's have them here, and we'll talk about dramatic demonstrations, what they are. What was cool was during the interview, we did some really cool things. We talked about some old dead people, like P.T. Barnum, stuff he did.

I talked about Farmer Burns, some old things he was doing to market back in the day. But then we went very specific on like campaigns that we've actually both run both, uh, like dramatic demonstrations to launch YouTube videos, dramatic demonstrations, launch books, dramatic demonstration, launch courses. Like, so if you have anything you're selling, uh, there's going to be some really cool ideas for you. Like, here's how you can use the dramatic demonstrations to get more noise, more attention. Um, we shared, I shared a strategy that I've never shared anywhere except for

at my inner circle group. So people pay 50 grand a year. They know about this. Nobody else. I wasn't going to share it, but they're like, I think we're like 40 or 50 minutes in. I like just dropped it. And then, yeah, so now you guys have that as long as you make it through the podcast interview, which would be really cool. So with that said, I hope you guys enjoy this episode of the marketing secrets podcast. Welcome to the marketing secrets podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the

startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today I'm with a special guest, and this is probably also going to go on his podcast. So this is a dual podcast. His name is Steve J. Larson. Steve, how are you today? Excited to be here. I'm excited to have you here, man. This is like when we first moved into this building, you were part of it.

You were helping me knock down walls and build the whole thing. And we sat in here for all day and all night for years. Years. Long time. Many hours. So it was awesome having you back. And do you want to talk real quick? So people listening to mine, mine's the Marketing Secrets Podcast.

Come subscribe to my channel if you're not here. For your podcast, where do people subscribe to get onto yours? Yeah, just stevejlarson.com and talk all things business and life. Cool. So I'm excited for this one because we have an event coming up really soon called Dramatic Demonstrations, which is something me and you have been geeking out about for the last two or three years. And so I thought it'd be fun just to kind of brainstorm, talk about dramatic demonstrations

and get people excited about what they are and what they're not. Do we have a link right now where they could register? I know we're doing a pre-event for people who want to come watch it ahead of time. Do we have a link for that? Yeah, yeah, dramaticdemonstrations.com. Oh, what a great domain.

How did we know? So, and we're doing a three, like a three hour pre-event, right? Yeah, yeah. It's like a, like a preview. Like here's what it's about. Yeah. So you can go register that for free,

which you should. And then come on to the live event if you guys want to come hang out with us so that's kind of the long term anyway in the short term over the next hour so we can talk about dramatic demonstrations so um i'm trying to get the chicken egg when did we first start talking about this do you remember yeah i remember it was like 2019 the world was about to shut down and i was doing like a nerd out sesh on the whiteboard and i was like oh you know i wonder if there's any weird patterns on how PT Barnum did these launches, you know, how he used marketing. And, um, as I started listing out all these big famous stories, it's like, Oh my gosh, he has like a launch model every time he launched anything. And whether or

not it was a product that no one had ever heard of, or there's a product that everyone knew of. And he was trying to out position somebody else. And, uh, I remember I was dropping something off at your house i don't know if you remember this but we were getting ready for fhl 2020 and i'm walking out i was like hey man you know that look and you and i have that look crazy look yeah it's a crazy marketing look like i gotta brain dump this to somebody who understands it and i remember just vomited on you for like an hour and a half and uh fhl happened and then it was like six months later you's like that was cool we should do something it's kind of where it came from so cool i remember because me i was i was reading dan kennedy book and in one of the chapters he said the phrase about he said that phrase

dramatic demonstrations i was like oh i'm like that's what this is like it's it's not like if people thought i'd do a product demo do whatever so you know it needed to be bigger and i heard that phrase from dan kennedy i think that's when i bought the domain name i'm like i need to buy this and then we start talking i was like this is the thing we should talk about dramatic demonstrations and by the way those who are watching the video version in my hand i've got a little mini pt barnum he's here with us today this is uh actually hallmark made these pt barnum dolls back uh in 1979 so this doll is older than i am so this pt so you know in memory of pt barnum and all the greats we've been talking about um he's here with us

today so that's the the weird little dude who's sitting here on stage if you're wondering who he is. So I'm just going to start buying a bunch of those and like stack them on your car, a little voodoo doll. PT Barnum everywhere. So I think this is fun because I think both you and I, maybe it's because we hung out for so long, for so many years, we both geek out on people and figures from the past and marketing from the past, right? For me, it really started

because of Dan Kennedy you know I got in his world I was doing internet marketing and he was talking about fax machines at first I was like what does this have to do with with me and then later I realized what you know how I could apply it to my business and so for me I started geeking out looking at old people's stuff just like you did and then you've gone kind of the same route so I don't know where that all came from but was PT Bar on the first one you kind of studied when you were looking deeper than other people as well? actually it was uh it was because of you i was doing an event early 2019 and uh you it's actually when you keynoted at okay yeah yeah yeah you know 600 people right and i remember after the fact you said to me you sent me a message and you

go have you ever studied claude hopkins i was like no i don't know who that is and he goes you said claude yeah you're like claude hopkins is like the original scheme man or offer guy at least to call him you know you told me right they used to call him scheme men but they're cool schemes have got such a negative connotation about they used to call people scheme men and that was the person who created the offer in a company was a scheme man yeah such a cool name and that's like a weird thing but like back then a totally different meaning and then that's when i started just kind of like peeling back the layers of the onion. And I was like, this is awesome.

And then I got into Albert Lasker and just all these different people. And then that's when Barnum came up. I was like, who's this guy? And then there was like. Oh, he's the most prolific of them all. Yeah, he was like at 10x the amount of volume and content compared to all the others. And so it was just fun to go deep. What's interesting is, as you know, the very first time we spoke at Funnel Hacking Live

about dramatic demonstrations, we talked about P.T. Barnum, and then I think you had the idea originally, we should give P.T. Barnum a two-comma club award. So during the event, the screen opens, they bring out a big old statue or a big cutout of P.T. Barnum and give an award. But what's interesting is he actually was the second,

you knew this, I mean, he's the second millionaire in U.S. history, right? Yeah, second millionaire in America. Who was the first one uh he was a drug dealer actually which i think is kind of funny so see yeah so drugs or yeah or entertainment but for me i think the first one so when i got in this business matt fury was the first people i studied he was he's not doing a lot of stuff nowadays a lot of people know who he is but he was an amazing marketer i mean he was in the wrestling space initially so i started buying his wrestling courses while i was wrestling not knowing anything about business or anything and he had this course

that came out it was the farmer burns course it was this old guy from 1919 who was a who was this uh wrestling coach and stuff so i remember that guy right yeah yeah it was like i spent like it was like 50 for this book and i'm in high school kids i'm like saving up money to buy this farmer burns wrestling course in the 1900s because Cause he talked about the old guys, how they, they were way tougher this nowadays. And, um, and I remember, uh, on the sales letter, he was selling the course Matt Fury told this story and, uh, you see in my gym, I have a pitch. I found an actual picture on eBay. So what, uh, what farmer Burns was doing, this is a perfect example of a dramatic demonstration. So, um, he was trying to sell his wrestling course so

he would go to city fairs all across the country nebraska iowa whatever and he'd go to city fairs and he would set up um a hangman's noose he'd wrap an entire thing around his neck and then they would pull the the the floor and floor drop and they'd do like the six inch or however a six foot drop which would normally break it like that's how people die they people think that that strangling you die from being strangled you just the drop and it breaks your neck and that's how people die. People think that strangling, you die from being strangled. You just, the drop and it breaks your neck and that's how you die. And you're laying there hung. So they would do that. He would drop and his neck was so thick. He'd sit there and he'd whistle Yankee Doodle Dandy while the crowd went crazy around him. And then he'd sell the wrestling course. And he went from city to city to city. And that's how he became Farmer Burns was this

crazy dramatic demonstration, right? And it's like, cause back then they didn't have TV or internet or anything. It's like, back then they didn't have tv or internet anything it's like we have to do something amazing to get attention so that's what that's what these guys were doing and like nowadays people are so lazy that they just like put up a facebook ad in a funnel and hold for the best right yeah i think that's what we're trying to inspire people it's like no they do do amazing things um to get people's attention and i'd love for you to talk about some of i know there's so many cool pg barnum stories but any of them that you can share that just gets people wheels in their head spinning like how people were doing then and then maybe we can dive into nowadays like what what we're doing yeah

totally you know the one that immediately comes to mind is actually the jenny lynn story i love the story there's whole books on this um jenny lynn was basically america's first female rock star and uh but she was really a nobody in america so the story goes that P.T. Barnum is a little bit later in his career, and he had this reputation with the public of being a hoaxman. And so in efforts to be seen more professionally, he's like, I'm going to go work with someone who's big and famous. Be more classy. Be more classy.

That's the whole motivation he had for it was to just change how the public saw him. So he goes and he's like, oh, I love Jenny Lynn, famous opera singer in America. And what if I started partnering with her? I'm going to have her public saw him. So he goes and he's like, he's like, oh, I love Jenny Lin, famous opera singer in America. And what if I started partnering with her? And I'm going to have her come to America. I'll sell out her shows. She'll sing her opera, you know, and she'll be a business partner of mine. And so he's psyched about it,

goes into a little bit of debt to bring her to America, you know, across the ship. And as he's like stoked about it, the story goes that he's walking down the street and he's like, you know, woohoo, I'm bringing Jenny Lin to America. Jenny Lynn's coming to America. And he's not really getting the reaction he wants. And he's saying it to people as he walks down the

street, a doorman goes to open the door and he's like, who's Jenny Lynn. And it's at that moment that he realizes, oh my gosh, I'm bringing a nobody. Like no one knows who this lady is. I, he's a centric, you know, he found out who he's obviously wealthy. So he has the resources to kind of learn outside of America at that point and no internet, you know? And so he is, uh, oh my gosh, I have to go figure out how to basically get a no one famous. And the reason I love this story is because entrepreneurs, they, as they go create a brand new offer for behind the scenes, you know, it's kind of like Jenny Lynn. No one knows who she is. No one knows that the entrepreneurs made this offer and PT Barnum made her into us into a somebody as she's on the ship. And so he, he first gets, um, all these reporters to just create story about her in the news. And the challenge was that no one had ever really seen

her before because there's no internet. And so these artists are like practicing pictures of her and they're trying to guess what no one ever heard her sing either. And, uh, you know, so they start like, Hey, here's what she's like, her personality, her dislikes. And so he starts creating this character that no one's ever met, but just the idea of it in people's brains. But then he goes out and he's starting to have like, he auctions tickets to the events. He has a poetic competition and all these poets do these uh you know she's not even to america yet right and uh these poetic competitions and on the dock where the ship's gonna arrive he has genuinen swag and bakery good they actually ended up coining it lindomania because and she didn't know this was gonna happen so she arrives on the ship and there's such hysteria like true legitimate first time in america hysteria

over a celebrity that pt barnum created from someone no one had ever heard of before 30 000 people show up at the docks and there's like these stories of all these men paying maids to steal hairs from her comb like really like weird stuff like people were weird back then too yeah it's nowadays no it's still around it's just easier with tech you know so it's funny because like this is like the first real story though where where some like celebrity was created out of nothing out of thin air and she didn't know this was going to happen and so she kind of broke up the band after a while like 90 shows in just got tired of him and she couldn't sell any shows and i think it's one of the biggest parts to it is that as soon as the noise any shows and i think it's one of the biggest parts

to it is that as soon as the noise machine ended and barnum stopped putting stories in the press and he stopped doing competitions and jvs of that day with other opera singers like the money dried up like what a powerful story and so like at the heart of it this the thing that i take from that is that at the heart marketers are event throwers you know and we might do an event in so many different ways today but it's like we're that's really what we do yeah now your magnum administration is key yeah one thing for those who have seen the greatest showman and know jenny lynn through that they did not ever have an affair like was portrayed in the movie i was hollywood trying to ruin his image little pt barnum here in my hand he never did that kind of thing he's great so yeah in fact funny if barnum's wife

and jenny lynn did not get along oh yeah she called pto cow several times and like anyway they didn't get along that's hilarious yeah um okay so i want to talk about then like for people listening to this because you know obviously i mean you geek out on the stories back then but everyone's like well how does this work for me today what does that even look like and so um i think it'd be fun to go back forth on just stuff we've done in the past i was just as you were talking i think like funnel hacking live is a good example of an offer that we do every single year and it's a it's for us the hardest thing we sell like events are hard to sell because you got to get somebody convinced that they got to take time off work and get a ticket and hold sales and

flights and figure out what to do with the kids and the spouse like it's the hardest thing we sell right so for us it's always like like and people always ask me how do you sell so many tickets to your event i'm like well it's because we're selling them you know all the time doing all sorts of stuff throughout the entire year trying to get excitement and noise i remember um one of the one of the dramatic demonstrations we decided to do was a telethon i was just thinking that one i remember back in the day um uh watching telethons and like PBS was like, I remember one day, I can't remember who I said to. I'm like, we should have telethon.

And usually it's Dave would be like, we should totally do a telethon. And so like in this room that we're in right now, they set up tables and people with phone calls, like phones back there. And like, and Dave had the whole money suit on and we just jumped on it for, I don't know how many hours. It was like four hours. Yeah. It was like the Facebook lives and all the Facebook lives we're like call right now call right now we're

doing this crazy prizes get away stuff and just it was chaos i think we sold i don't know a couple like 100 something tickets that day where we are normal day myself three or four tickets you know and it's just this huge thing and then it was over but then i still get people today like do you remember that telethon you guys did the one time and it was just a a random a random drag demonstration to try to try to recreate and like to get noise about an offer right you always talk about this like the goal is like you're creating a hook and the hook is that's what the dramatic demonstration is right can i explain people what that is because i think a lot of times they like the telethon wasn't funnel hacking live it was a hook to get people interested so we could

then sell them funnel hacking live you know what You know what I mean? Yeah. Yeah. I think the danger is that some people look at a dramatic demonstration as the same thing as a launch. And it's like, they're not really the same thing. You're still launching. You're doing something to get attention. But the real key piece is this little offer hook part. My favorite way to explain it is back when I was a door-to-door sales guy. And for two summers, door-to-door sales. I sold pest control and I sold security and I was also a telemarketer and um I did it because I

heard Kiyosaki once say in college he's like if you're gonna be an entrepreneur and you haven't learned how to sell you're never gonna be an entrepreneur so I was like make a hard coach put me into the toughest place you know door-to-door sales delivered that sucked but no but I remember though that there was really anyone in sales knows there's there's really two parts to the script and not talking marketing literally just sales you know it's like when i go knock on the door and the opening was like you know what's up hey i'm spraying the jones's house down the street with the truck is here uh that's half our cost so we can do for 50 off is four or five o'clock okay for you today

you know we just went straight very sumptive close yeah straight in very sumptive close what time and then but the whole point though and i mean very rarely would someone go five o'clock and instead what it would do is smoke out their issues and we you know address them and get around but the whole point though is that's really part one of the script and we were not allowed in fact my sales trainer would ask me did you get to the And we were not allowed. In fact, my sales trainer would ask me, did you get to the question? We were never allowed to go to part two of the script where we talk about the offer until we got them to ask one question, which is how much is it? Or tell me more, you know, and that key question right there allowed us to then present the offer. And, um,

I think that's the danger a lot of marketers have today is they're assuming when they go to put out their marketing copy, they're assuming that people are already saying, tell me more. When really you haven't done part one, which is all this stuff that you're doing. Tell me more.

How much is it? And marketers get in trouble because they're like, raise your hand. Come on, get it up there. Yeah, yeah. You want me to talk about my offer? Yeah, yeah, yeah. Raise that hand.

Yeah. And then it's like offensive. It's not a collaboration you know communication between the two yeah yeah interesting so how's that like should i pitch that for people to make sure they understand so like yeah give me an example of something you've done yeah um specifically that breaking dramatic conversation from the offer and like separating those two things yeah yeah i have one uh that was uh for you actually the remember the um you know the weight loss uh thing there so the scenario is this lady right that you you wanted to go put out uh products for and supplements for she's like hey um i said hey who's the dream

customer and she goes i want to work with somebody who is trying to lose weight they once felt like they were the pretty girl um they want to go, you know, and get more. They want to feel better about themselves, be more confident. And they just feel like life has gotten in the way. And so what we had to do is we had to identify a story that wasn't sales material. You know, it was really getting someone to say, tell me more. And so this whole hook was like, hey, you just looked at the last picture of you at a party and asked yourself, is that what I look like? You know, and you want, you've known what it's like to get a man sneaking glance.

How come you don't have that anymore? And now you have this diagnosis you kind of feel secret about, and now maybe a relationship didn't turn out the way you want to. And, um, you know, and then we basically said, what could you do to get revenge on all these things that have happened in your life? Only using your body. And we got get your revenge body.com, which is when the right person hears that, they go, tell me more. And we're not walking around. It's not a sales script. It's getting someone to just go, wait, what?

It's just hand raising is all you're really doing. So if you think about that, like for anyone watching or listening, it's like look at everything you're doing in marketing today and ask yourself, does this get someone to raise their hand? Or am I already asking them for money and we're not even in a relationship yet? That's really a good way to figure out what you're doing. Yeah. How do we get their attention? How do we get them to stop?

How do we get them to want more? Yeah. Initially create the desire. It's interesting because like when I, I'm thinking about, it's funny, I'm obviously planning Funnel Hacking Live. You know, if you're taking shit go to funnel hacking live.com you're crazy but i'm also thinking like like what are campaigns we've in the past and so i always think like what's something that's hot right now so two two years ago when nfts were like the thing it was like oh nfts are so cool so i was like okay we know this is a thing that people are talking about like how do i how do

i um how do i use that as a hook to get, like take something that already interested in and throw my, my message out there to like hook upon it and use the, use the existing attention of what's happening. Right. So we did that. So we did this whole, it was like NFT, FHL.com or something.

And like, and I remember we took everyone who had ever been to funnel high in the past. And we, we had these like bank bags. I put a sales letter to the big old NFT. I can't remember all the stuff on it. And we shipped it to everyone who ever bought it too.

So it's like 17,000 people who had come to Funnel Alkaline in the past. We sent this thing in the mail, they got it, they were able to read through it, and then it was like, there's a live event coming, this is just for you guys, nobody else. And so 17,000 people had a private invite to this NFT event, and then we came on,

and we're talking about NFTs and why they're so cool. I'm like, this year's FHL, Tom Billy's gonna come talk about NFTs, which is amazing, show you how you use NFTs inside your funnel. But on top of that, we actually created NF NFTs for all you guys who've been to funnel like that we made an NFT for each each year right so and then it was cool as I used I used this whole NFT angle to be able to sit there and like present to people so it was crazy we had

a couple thousand people on this presentation and they sat there for hours I went through I was like okay those were 2015 how many guys are 2015 I'm like this is the NFT you get you get if you're here for 2015. I showed them the thing and I was like, let me show you guys a video. So I showed the sales video from 2015 FHL. So they saw that. I came back and I was able to pitch, go get tickets. And I showed the 2017 one and the same thing. It's like for two hours, they're watching these little video presentations about old events. They got an NFT for being there. So they got nostalgia. Like, I remember being there. I remember like I told the story behind each event and by the time it was done you know people sat there for like 90 minutes me doing like story time with russell and they're

like people are crying like i remember that event i want to go back and all these people like re-bought tickets afterwards but it was like it was like creating this desire and a hook and like just something different to like get out there to like re-get their attention right yeah um that's the hardest thing nowadays is there's so much i don't know just like everyone's so busy and like attention is the key right yeah and it's the hardest thing to get and we're competing not just against like the people in their life you're competing against like some of the greatest people we're competing against joe rogan the ufc nfl nba like everyone's fighting for the same eyeballs every second on each other's phones right that's who we're competing against everybody else it's like how do you create

something that's already got their interest and you're grabbing those people and then bringing them back bringing it back in i was thinking yeah and just okay i was thinking about this a while ago i was like so what really if attention is the goal and there's all these ways to get attention like what really is the precursor like the leading indicator to attention and it's really noise you know like we look at the origin of sound and that's true even on a phone or whatever like uh and you can make no i think the problem is that when people hear marketing and they hear the word noise they think annoying you know but you can make positive noise you can make things that people are excited about always yeah music is not right and it reminds me of that do you remember when we did um this is a long time you remember the the 24-hour funnel build that we did yeah remember we built like

four different companies funnels in one day because i was like i just watched like every 24 hour or from the tv show 24 i'm like we should do that that was that was a fun insane night do you remember so brandon you guys can't see me behind the camera he was there filming and editing like by like 4 a.m he was laughing uncontrolled because he was so tired and we couldn't stop i forgot about that remember that 100% we should do that again but that's like we should relaunch that episode like just show everybody that whole the chaos that came from that that's really fun well i think that that's like the i think where people sometimes i hear dramatic demonstration they get a little bit hung up too is they hear the word dramatic

and they're like i gotta do the equivalent of bringing a celebrity from europe you know i gotta go and or whatever but it can just be doing what you do in a really unique way yeah you know just something building for 24 hours it's something interesting say how do you do something that's yeah doing like we just built funnels 24 hours or and then we went to the movie theater and launched the episode like a few a few hours later remember that like go take a nap or pray for they come back and watch it yeah oh my gosh so much fun that's crazy we did a lot of crazy stuff back in the day there we did gotta add some more like chaos back into it back into our lives too civilized yeah it's so interesting um what's up everybody this is russell brunson i've got something really cool for you today from my friend Taylor Wells.

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Again, two G's, workinggenius, two G's in 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 going to give you the most joy, number one. But then number two, it's going to 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, it'll change the working dynamics amongst everybody and help your company to grow. I was thinking about another recent dramatic demonstration we did, and you know about this one, but it was with Dan Kennedy, right? Because, again, me and you have been talking about it so much. Every time we would have a new offer trying to launch, my next question is,

what's a dramatic demonstration? My mind is thinking. So it's like, what is something we create big to, again, get excitement and attention? And what's interesting, those who are watching this podcast live, Tim Shields spoke on the late night session about uh dramatic demonstrations that he does dramatically right and he's interesting because he he was in his past he would do courses right he did courses about photography and things like that from his house and then he thought what if i made this more exciting for people and so um what he would do is he would go find a spot

so the very first one he did was this the great he went to the grand canyon it's the side of the grand canyon he did his live webinar there it's the same webinar nothing different other than he's like i'm taking you guys to the side of the grand canyon it's gonna be amazing and he brought starlink out there and he felt you know did the whole thing and he actually recorded a course out in the grand canyon and then he did a webinar from there uh showing them with stuff and then like sold them the course um and i well he's they got the course free when they signed for his continuity program so he's totally doing the mifki you know doing my playing the playbook but uh it was really really cool i had him share it with everybody but like he said it but it didn't really click i was like that's cool i wish i was a photographer because i could do

that and he showed how he did it in like banff canada and this other place like all over the world doing these cool things but again i don't know i'm sure people at home are similar to me like that sounds really cool i wish i could do do that. And I kept saying that. And then he joined the Atlas groups. Then like three weeks later, he's here on the stage in Boise and he's shown the whole thing again. I was like, Oh, I wish I was a photographer. I could totally do something cool like that. And he said, see, it's something that got me a little closer to realizing, but I still didn't pay attention. He's like, he's like, the key is this. And so this is like for anyone who's taking notes. He said, the key is this. He's like, you have to take your customers to a place that they wish they could go, but

they would never go on their own. And I was like, Ooh, that's so cool. Took a note. Still didn't, didn't drop. They didn't, didn't sit in my head. And they looked at me directly. I was sitting right there. He looked at me.

He's like, Russell, you know what I'd do if I was you? I'm like, what? He's like, your people would love to go to Dan Kennedy's basement. You hear, you always talk about it. If I was heard about, they can't go there. There's no internet there. He's like, you should bring starling to dan kennedy's basement and go live from there i was like oh i had to be handed me on a silver platter before i got it yeah but then i got it and hopefully like from that process and he has like we'll now get it but i'm like now in my head i'm like where else could i be doing these things

out right i was like um we're supposed to go out to wise virginia which is napoleon hill's uh home and we're just gonna go do a mastermind there. I'm like, I'm so stupid. Like, I should be doing it from there. Like, last month we were in Chicago at Earl Nightingale's place. And we were in the archives and all this stuff. And I didn't even think about it. Like, I should have brought it there.

Like, if you're doing something anyway, it's like, whatever you're doing as a business owner, like, bring them there, right? Like, what are you doing anyway? And, and they let people experience that journey. That's part of like the intrigue and that's part of it could be another way to look at a hook. You know, it's just a little bit differently. So Dan, we did that and we ended up by doing that one dramatic demonstration. We signed up more people in the 15 minute window than we had in like eight months with paid ads through our traditional funnels. And she's like, the power of it it wasn't that hard it was just like we had to tell the story the hook's got to be something interesting enough to be like wow i gotta i gotta i gotta register for that i gotta show up for it you know like a typical webinar you get you know whatever people register and like

15 show up right yeah for dan canady's basement it was like first off we had way more registrants because like it was over 10 000 registrants because people like curious right and then we had like 70% show up live so it's just like it shifts the whole dynamics now you're pitching to more people because you create something different than just like I'm doing a webinar for my office today you know yeah and now we can evergreen that webinar show it for the rest of our lives so um anyway I've really fun ideas no I think it's so cool because I really think it's the antidote to like how the world has gotten I mean it's more ads have just gotten crazy, you know, and you actually said something at Inner Circle last week that was like, I thought really cool. It's like the final speech you gave the final day and you go, you said, yeah, in the past, like 10 years ago, these masterminds were all about ways we could do unique JVs together.

But now we're all talking about ads 24 seven. How how interesting is it that I almost feel like the scale is tilting the other way? And to me, the concept of dramatic demonstration is the antidote to how much ads world has gone nuts. And there's kind of, I think there's a skill increase here that's going to be necessary for companies because they're going to have to learn how to get attention without just rushing to pay ads.

You know what I mean? Which now they get to go more creative and make some more attention. But it's actually easier, faster sales if you do it right than eight year eight months worth of ads you know i think it's easier too because um i used to think creativity came in like making better ads that's why we are we hired the harman brothers like four times they're amazing insane but each time it's like half a million dollars to make an ad campaign yeah most people can't do that instead it's like uh i'm gonna go like whatever insert whatever you do i'm gonna go take these guys to you know my high school gym where i grew up and i'm gonna show them me

shooting baskets at my high school gym or something like just something new or it's unique we can tell a story behind it that's like that becomes that becomes interesting and dramatic now um i also talk about uh the very first funnel i can like when we talked um you in fact you you requested this to me like i want you to show the campaign you did to actually sell the expert secrets books. Most people saw the funnel, like here's the funnel of how we launched expert secrets. And they thought that's what it was.

And it was fun to preparing for that. Cause I was sort of going back in time and I was like, I can't believe how many little mini things we were doing all the way up leading to, to the big thing. I don't have a list of them all right now, but it was like, we were,

we had dramatic demonstrations to our affiliates specifically and to our audience the people who are like following us like there were multiple things all coming together the ads were dramatic demonstrations there were so many fun things we did um and i don't know can you remember i'm trying to top my head a couple of the things we were doing um totally you know attention like it was like 13 things that you did. All unique, different things. They were crazy. You know, I think we're going to show at the event too. Like, so those who, if you've registered dramaticdemonstrations.com, we're going to show that presentation.

So you actually see like the screenshots and the videos of all the different things that are happening, which would be kind of fun. But anyway. And that's, I don't think people realize that like launching a book or launching a Harmon Brother video or whatever, you know, it's the same thing as launching a product, you know, and really a lot of times the precursor to it but i mean you remember this i remember it was like two days before that book came out and you sent me a message and you go dude we should probably figure out how

to put the funnel together because all the marketing energy was in promoting it there was no funnel yet yeah that was a little stressful last two days right putting so much caffeine more than i thought about that ahead of time but we focused more on dramatic demonstrations yeah missing and we just so many like even after the launch happened because you remember like we launched the book and then it was like how do we keep momentum going i remember howard berg the world's fastest reader yeah he had messaged me something i was like i have an idea i'm like hey can i fly you to boise and i want you to read my entire book it will tie me off as you can read it and i'm going to drill you on questions and that became just a dramatic demonstration. Like the

world's fastest readers here in Boise. I gave him the books where he read it. I think he read the whole book in like four minutes or blown away, something crazy. And I was like drilling them on questions and he knew all the answers. And it was like, like, what's the point of that? Nothing except for to get people excited and like make it like intriguing, interesting, like make it, you know what I mean? And it was like, or like when you sent the book to everybody and they thought they got the real book, but there was nothing in it.

There was thousands of people. Yeah. The book was, so the book wasn't finished yet. So I was like, how do I get affiliates to be interested about this book? Yeah. So we printed out blank copies.

I had people texting me like, bro, this book is so good. And I was like, there's nothing in it. It's all blank page. I was just sending you something to like, let you know, is coming get excited about the whole campaign um yeah but it's like thinking through like all those different things like what are the things we can be doing you i

forgot you mentioned the harman brothers video we launched the video and it wasn't just like okay the video is going live on youtube it's like like what could we do to make this special and how can we people talking about how to get the right people talking about it right well if we want to get influencers to share and promote how do we get those people there like we're gonna throw a party and so it went from throwing a party to throwing a party at boise state football stadiums like what if we like did a bubble soccer game they find like what if i said again it's book of world records you know i like it it got chaotic so sometimes you know this is not a good example of how to like do small ones but it's it's a good example of big ones but how do you make it more fun and more exciting and you know to launch youtube video

we had i can't remember three or four hundred people in the event gary v came in like all these influencers like and everyone together like talked about and pushed in pro this video and that helped it to go to go viral i think it's such a key thing to understand too i think that's actually one of the biggest people uh things people struggle with when they think dramatic demonstration is they don't realize like, like when you're an entrepreneur, that mentality affords to have to think like minimum viable product, you know, what's the fastest thing I can do to get it out the door as quick as possible. But like marketers have a totally different mentality where it's like, what's the loudest thing I can do? How can I make the most, there's no such thing as minimum viable

really with marketers. It's like, I'm going to go big. I'm going to throttle hard. And that doesn't mean complicated or chaotic, but loud, you know, getting that attention. I, my favorite part of that bubble soccer thing was when you made the list of dream 400 YouTubers and we had the script was that you had to act like you were getting out of the car for each one. And I remember looking at you out window and you got out of the what's up this is russell brunson i'm just got this cool thing coming up i want to invite you to and you're like getting out of the car you got out of the car faked 400 times and i'm building 400 pages of the guy it was like every influencer was like hey what's going on dude perfect so excited to see like yeah like over and yeah i think the reason why i've been successful a lot of times i'm willing to do what most people are not willing to do.

You know what I mean? It was hours and hours of me doing that. In fact, it's funny because I think back about, man, this is pre-ClickFunnels, pre-anything anyone would even remember. But my brother just started with me as my video guy. We didn't have a video. We had just a cam recorder that you could film video clips or a camera, a photo camera you could take videos on as well. And so same thing. I was doing a joint venture or trying to do a launch with JV partners. And so I had my brother stand there and film me do like 300 videos talking to each person. But what's funny about it is again, this is, it's a little handheld camera, but we didn't

have a tripod or anything. And so this is like his first day working for me. So he's standing there holding this camera, like star, stop, star, stop, star, stop. And like. And I remember after like 30 minutes, he's like, my back's hurting, my shoulders. I was like, sorry, man. We can't stop. We have to keep going. And so for hours, he's filming these things. Keeping his arms up. I feel so – looking back, Scott, if you're watching, thank you again for sacrificing your body for this thing.

But it was like four hours of that. After a while, we were setting up books. He probably put his hands on the books to hold it steady. Yeah. four hours of that like after a while like we're setting up books they probably put his hands on the books to like hold it steady you know yeah but it's like yeah like i need everyone to i need to make enough noise like you know people aren't going to listen to like a mass email to 400 people except be a specific video specifically for every single person same thing we watched click funnels it's the exact same thing we made those video cards and i made a video for every single joint mentor partner that's right specifically for every single one of those things. I forgot about that. Yeah.

It's just the mentality. I think that's the piece people just struggle with. They don't realize it's like, it's a different mentality than entrepreneur. And they work together, but one's kind of like the builder, one's the noise creator, and they're just so unique.

One's like, I can just go do this in a cave. I'm going to build my offer. I'm going to sit in a cave. I don't think you should do that, but you can build a whole product in isolation, but you really can't do it this in a cave. I'm going to build my offer. I'm going to sit in a cave. I don't think you should do that, but you can build a whole product in isolation, but you really can't do it as a marketer. I know it's stupid, but sometimes I'll take a hat off

and put another hat on. I'm like, okay, I got to change mentality. Otherwise, I let the entrepreneur mentality start to drive the marketing seat. That's when it gets dangerous because I'm doing minimum viable copy minimum viable noise minimum and it just doesn't work that way that reminds me um as you said that so this is a good example so um my book i'm writing a book i'm gonna write for like five years so who

knows if it'll come out but um check this out so let me pull up here on instagram so uh i realized i was like if i'm gonna do this book like i need to make more noise and talk about it more often right but also it's like if i can take my my audience on the journey with me like they'll be I realized I was like, if I'm going to do this book, like I need to make more noise and talk about it more often. Right. But also it's like, if I can take my, my audience on the journey with me, like there'll be more likely when the book is done. Don't want to buy it. Instead of me being like, I wrote a book. Like here it is. Like if they're like, they know nothing about the backstory, the pain, the anger, the anxiety, the stress, the, like the fact I'm bleeding for my fingers to type this book. Right.

So I decided I was gonna start documenting this journey and sort of start filming it. And so I shared this inner circle. so you've seen it but this is fascinating so um so i started this series on instagram so follow me instagram you can go see it uh and so i started in the very first one so video one says day number one of writing a new book and hopefully selling a million copies so very first one i posted i got 43 000 views which is not bad for a real like not great but for me it's like this is yeah this is good it's great um and then episode number two i posted so day two on writing a new book selling a million copies 42 000 views so about the same a little less but starts getting momentum then day number three um selling writing uh best-selling books selling

copies 30 000 views is still not quite there but it starts getting a little more traction day four uh 25,000 views and then day five uh 49,000 starts growing then day number six 192,000 day number seven 594,000 so i'm seven days into this this is me sharing this thing in the direct demonstration it's like slowly slowly slowly starts picking up speed so day seven 594,000 people watch this video um day number eight will launch, I think on Monday. So once a week we're launching these little, this little series. I think about this now, it's going to take me a year to write this book. So in a year from now, I'm going to have like, you know, it's maybe a hundred of these little episodes. I don't know if this trajectory would continue to go, but imagine like I'm, I'm doing this little

mini, like it's a 60 second dramatic demonstration, right? Just, this is running the book. Here's the chaos. Here's the stress. Here's the thing I'm learning. Here's like, you know, whatever. Like a year from now, imagine if these videos are getting, I don't know, 3 million, 5 million, 10 million views. And then my book comes out. There's 10 million people who every single day for a year have been anxiously anticipating

the launch of this book that's eventually going to come. And that's like, Hey, my book's ready. Like boom, New York times bestseller in five seconds. Cause, cause I've been doing this journey long. Right. And I think that for anybody, like instead of building your offers or your funnel or your course or your coaching partner, anything in isolation, start sharing the journey. Like this is what I'm doing. This is why I'm doing this. And just like start taking people on that journey. And then when, when you get to the finish line, now you have the noise and the audience, all that kind of stuff versus like, okay, the book's done.

How should I sell this? I get people come to me like hey i just created my course i killed myself it's done what should i do and i was like you missed it you should have started yeah you missed it build the audience first like that's the like that's the key it's been it's been actually interesting um as you know my obsession now is like how do i get traffic that's not like i don't like non-zuckerberg traffic yeah not a nice non-zuckerberg not why i have to pay him right yeah and so i've been doing a lot of interviews on the podcast talking specifically people about that and we had someone talked about uh facebook groups and their whole cue is like how simple it was how cheap was to grow facebook groups i was like think about

this if you're gonna start a new offer create a facebook group and just start organically growing and dropping same day dropping here's what i'm doing here's what i'm doing who's doing and all of a sudden like in a month from now nine days from now you have an audience now of 500 000 2 000 people for almost no cost in this group now who are who are part of the process audience to sell to you right or whatever the thing might be it's just like yeah start that the the noise like the creation of noise early so that when you're ready to make a lot of noise like like that you know the level of i don't know how to explain this shit like it's waiting for you instead of you like dude barnum did the same that's one of the biggest lessons i learned going through all these campaigns was he's like a lot of what if

internet business owners will do is they'll be like i finished my product yesterday therefore today i'm gonna launch it and it's like ah darn it you know they start emailing their list or they start posting they start immediately approaching the traffic that they can control. But what Barnum did is he never talked to traffic he can like reach until step four. Like the first thing he always did was he'd always get credibility for the offer and involve another influencer. Always. And I think that's a big key piece to it is like every single time he would go involve another influencer and then always involve the audience in the launch. You know what I mean?

Like he would never, ever launched in isolation. He launched with the audience, but always like, it's like a little carrot thing. Can't have it yet. Can't have it yet. Can't have it yet. It reminds me of, um, dude, you remember, uh, it's like eight years ago. I was about to leave working for you. I was sad.

Eight years ago. Isn't that crazy? That's insane. Almost eight years ago. I had him. I was like I was like it was like 18 months ago I know it feels like it was last week right um that's crazy nuts right a lot of times go by but like uh the last project we ever did together was for software secrets do you remember that I didn't know we were doing anything for them and so three months before that I was looking at different podcasts on software and I started listening to this podcast called software secrets was like oh sweet and so three months before that, I was looking at different podcasts on software and I started listening to this podcast called software secrets. It was like, Oh sweet. And for three months, I mean, every time I mow the lawn or like fold clothes or whatever, lift, you know, anything,

I would be listening to this podcast and they're like, all right, we got a crazy thing for you today. We're building our software and we're just documenting what's happening to us. We had a coder hold this hostage and we had the, you know, and he's, they're telling this backstory. And then the then the next episode they're like and i'm binging it because i feel like i have to catch up now and they're documenting them building the software and there's this little feature i remember in the top left this one little feature was right there in the corner and they're like there was three four episodes about how hard it was to get that little feature and i remember i got to the very end of that show mad that it wasn't live yet because I was totally sold and ready to go buy.

And then I remember I walked in and looked at your board and we were building. I was like, this is them? Are you kidding me? And I was like the first guy to buy. They're building on the anticipation before. Yeah, yeah. He included the audience in the launch.

Yeah. Yeah. Just like Hollywood. So interesting that like, I feel like we all the market got lazy yeah a little bit literally because of facebook ads yeah because like i can just flip a switch and people will show up and it's like that's getting harder and harder and more and more expensive and again more and more noise it's like man the people who can who

can engineer the stuff correctly ahead of time yeah uh it it's the it's the key and i started thinking about this like um i was out I was out visiting Andy Elliott yesterday. I think I told you, and I look at what their company's doing and it's like, they're, they're posting two YouTube videos a day, five reels a day, all this kind of stuff. But they're not just like them, like sitting behind a desk, like, let me tell you three tips to what, you know, it's like, it's very, it's very like these little mini dramatic little things they're doing to like get attention, to get you engaged, get like i want like whatever that feeling i'm seeing i want that i need to feel that i want to feel that you know what i mean that's what they're just driving with over and

over and over again it's like yeah if we start looking at everything we're doing as as producers as content developers everyone call yourself a creator um it's just looking at like how do we change this from scripted things to like experiences we're giving people you know i mean like yeah we're in the experience stage like um like someone asked me the other day that i like that i you know information used to be the thing you know like in fact when we bought dan candy's company was fascinating because they gave me like the newsletter i read every every month for like 20 years they also had a cd the month club and people pay an additional 97 so you get a cd each month with an interview on it and like that was worth 97 a month back in the day which is that's a podcast interview

now right there's no value in that anymore and like courses used to be better but like and um and they asked me like what's what's the difference like if information is now free like what's the it was the information age what's the next thing and i thought about i think there's two things one is like i think implementations where money's at help you implement the ideas but number two is education and entertainment and like getting people involved so it's like if you stop looking what you're doing is like as anything else like i'm trying to educate my audience like no no you're trying to entertain your audience like that's why they stick that's why they pay attention that's why they get on board that's how they fall in love with you that's when they show up that's when they buy your stuff and um the people that are that are

winning today at the highest level in our markets that I studied, I geek out on, it's those who are using this entertainment, engaging the audience, and that's the audience that are sucked into it. So it's like thinking about it through that lens. And that's why P.T. Barnum, little P.T. here, by the way,

they call him the great showman. That's the thought. How do you become the great showman in your market where it's not just running ads? If you just put a billboard telling people that the circus is in town, it would not have happened, right? It's him creating these things that make it bigger. I think that if we can all just look at it through that lens a little differently, we're doing the same work. It's just how you are, the frame your mind is going to as you're doing those things.

That's what makes a dramatic demonstration powerful. You know what I mean? It's hockey season and you can get anything you need delivered with Uber Eats. Well, almost, almost anything. So no, you can't get an ice rink on Uber Eats. But iced tea, ice cream, or just plain old ice?

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Did you ever read a book called, um, by Daniel Pink called, I think it's whole new mind or something like that. It was one of my design classes in college. They had us read it. And I've never forgotten his claim. His claim was that in the near future, because of tech and all this automation, so much of the left brain activities of our life will be automated. Therefore the future belongs solely to the right brain thinkers isn't that interesting wow the more creative people are really the ones who own the future because all of the rest of it is going to be analog automated but ai can't be at least as as now it's not creative right ai is yeah is you still have to be the input you know what i mean

and so like i think that's what's powerful about it is like okay ai and all this stuff so powerful but you know you i was trying to explain this to someone actually on my own podcast i was like hey like i love ai it's it's really powerful it's a it's a step in the creative process but never has the final say in it however you know if i go ask like chat gbt hey what are the 10 steps to start a business it'll load like 10 steps out but what it can't do is give me personal experience by the way watch out for step three that one's a beast when i did executed it was you know so i think there's going to be that's where it sits in and i think it's where it overlaps with dramatic demonstrations is like come with me while i show you my creative process because the

rest of the stuff is the value of it's dropped yeah yeah so fascinating all right i want to talk about what we're doing we have some cool stuff coming up. The long-term goal is, which is not here yet. We're making a book about dramatic demonstrations, which is going to be amazing, right? Like,

and you've seen the cover design. It looks so cool. Yeah. I'm, I'm excited for that, that book and everything about it to, but to do a book. And those who may not know this,

like I've written three books, working on book number four. Now book number one, I wrote the book, hated it, deleted it through a three day event, taught the book. People went crazy. I met from that, now. Book number one, I wrote the book, hated it, deleted it, threw a three-day event, taught the book. People went crazy. I went from that to make some shifts, and then I wrote the book,

and it became Dotcom Secrets. Expert Secrets, I wrote the book, hated it, deleted it, threw a three-day event, did the whole thing, and then came back, and then that became the book. Traffic Secrets, ah, I learned this time. I threw the event, and then I wrote the book. Much simpler process. I probably needed my Secrets to Success event.

Maybe that's what I, anyway. It might be. Yeah, maybe that's the thing I'm missing. But for us, that's the plan. We're writing this book. We're going to do a three-day event. Before the three-day event, because it obviously is going to be fun. It's going to be in your office.

I'm excited to do a full event there, which will be cool. And everyone should come to that. But prior to that, obviously, we want to provide value first. So we're doing um i don't even know a mini we're doing our own dramatic demonstration to talk about dramatic demonstrations getting to come back dramatic demonstration events you'll buy the dramatic demonstration book eventually but the first one's coming up and i don't even know that is by the time this podcast drops it's probably in a week or two or you know probably have coming really soon maybe

it may already happen and hopefully the replays are there there's a free event coming up you want to talk about kind of what is going to be happening on that event and why they should go register for free at dramatic demonstrations.com yeah yeah um honestly like you know i think this is a cool thing too that you've really been teaching everybody about also is you can go use things of the past you know to go be dramatic about it so yeah we're doing a three-day event it's all about um well actually the first is the three hour i'm getting a mix up three hours free three hours it's a free one yeah yeah and we're going to go through and teach at a kind of a high level really what all the dramatic demonstration what it is and then the next part is like really the copy like that's really where

i think people get it messed up is again they're acting like a salesperson when they should be marketer or they're acting like an entrepreneur when they should be acting like a marketer and so it teaches those and uh just like we teach though it's the ramp up process to the next thing and then the next thing and then the next thing yeah it's been cool and i think uh for those who were at funnel hacking live they saw our presentations like we're actually gonna be showing those again yeah for free which is cool so that'll give you guys the context the very first year we talked about it was very deep into like like launching extra secrets book and showing all that stuff we talked about those kind of things and a bunch of other things which was

really cool and And for me, that was probably my favorite presentation I've given on stage. Like I came off stage. I was like, that was so much fun. I was like, it was amazing. That was number one.

And then you're number two, we switched more to the copy side of things. And so they're gonna have a chance to watch both those presentations for free during this live event, which would be cool. The second one, like you say, we go more to copy and there's a phrase that you use,

which I, I think you nailed it with the phrase one. Like what's it called it's called the offer hook the offer so you're going to learn about the offer hook which is cool which is um this is something you knew you brought to my thought and my and you got for a couple of my businesses now we were talking about potentially even doing it today we're out of time but doing it today for one of my my projects i'm working on but it's a really cool process and those who are coming to live but you're actually going to be doing it for them as one-on-one offer one-on-one yeah one-on-one he'll build out your offer for you which that's worth 20 grand just by itself but you learn about that during the free event as

well so both things happen the free events can be amazing just go watch it and then here's the here's the behind the scenes we're going to pitch you to come to the three-day event at the end of it that's it so either way they get value and they should come to the three-day event because the event will be amazing it's going to be a really small group. It's not going to be a ton of people there. It's going to be you with a really small group of people going through it. And then the fact that you're building people's offer hooks is worth buying a ticket just for that. It's a lot of work, but I love doing it.

It feels like a jigsaw puzzle. I'm like, ah, this is why you don't have leads anymore. Yeah. It's really fascinating watching you do the process, too. You've done it for me twice. And just watching the way your brain goes. For me me, it's like, first I'm like, why is he asking these questions? This is so weird. And all of a sudden, like, you pop up like, blah, blah, blah, blah. I'm like, what the, where did you pull that from?

That is amazing. And so I'm hoping you're going to, I know you're going to be teaching how you do that in framework, but I'm sure it's a hard thing to teach. So the fact that they're going to have a chance in the three-day to learn it, but then have you just do it for him is like is is going to be special so i'm excited for that so um yeah i'm i think what else we need to we need to cover dramatic demonstrations are fun though it's like the thing that's number one on my mind right now is every campaign every offer every everything i'm just like how do we yeah what are all the the big you know for me it's like a webinar could be dramatic demonstration a challenge could be dramatic demonstration but videos are ads are like so for me it's like what are all the different

things we're doing out there to really create the noise to get people to buy the offer we actually want them to do and so like i'm glad that we coined this phrase because at least for me personally now it's like that whole team's like what are the dramatic demonstrations around this like yes we got tons like let's start throwing out the ideas and then that's when that's all the fun we channel our inner mini pt barnum yeah you know to be able to do that so yeah yeah yeah you know that um you remember remember there's a while ago you talked about uh you know the who not the how kind of a thing i think we're about to go through that as a market because um the more i've talked about dramatic demonstrations it's been interesting to see who who is like drawn to it versus who's like uh and

i think if people, you know, they'll watch a listener, like, I don't know that I'm really the person to go do that. That's okay. You don't find the, who that is.

That's psyched about that. And I think there's going to be more of the, the true marketers to raise their hands coming up, you know? And like, ah, I love that stuff. That'll be fun.

For sure. You gotta become a student this game to be, yeah, it's the biggest thing I've learned last 20 years is like those who become obsessed with the marketing of their thing do way better than those who obsessed with the thing you know yeah so be obsessed with both be obsessed with your product the thing but it'd be more obsessed about the marketing because that's if you really love the thing you're trying to sell uh you should be obsessed with the marketing of it because that's like that's the fulfillment of the thing you you created right like without without that like there's no point in it like you know i mean you

create something no one knows about it then what's the point of you even creating it like why did you do it and if you really love the thing you create like you got to become obsessed with the marketing because that's when you get to share the gift and that's when that's when all the like all the the benefits of creation come you're gonna see it work on the people you see it change their lives you see like them have the ahas you know um i remember listening to ryan holland and he talked about how uh writing a book it's like such a private thing right same with creating an offer or whatever it's like privates in your head but then like the sharing is very public which a lot of people get scared um for me i remember writing the dot-com seekers book i i killed myself like that was my

first like my mind the first real art i'd created, you know, I'd done other stuff, courses and stuff. It was like, this was art for me. It was like, and it was so personal. I was so scared to share it with people. In fact, I remember I sent copies, a bunch of my friends. There's one friend who I, it's rich Sheffield. He's like one of the most voracious readers I've ever met. And I was like, so scared for him to get it. Cause I'm like, this is my art. I don't want to share it. And then we were at TNC and he came to me he's like dude all these people said they got your book like how can you send it to me I'm like oh what are you because I'm scared of you like you're the one who could like destroy my soul in like one like negative review and I had one there and he's like can I take it on the

flight with me home I was like oh yeah man so he took it I was just like oh what if he hates it like then and it's crazy he read the whole flight home and he he finished on the flight and he texted me he's like bro this is good this is really good i was like oh you know i think that's the the the thing is most people are so scared of like what if my thing's not good but it's like yeah man like but then when i got that feedback like this is good i was like oh like so validating then i was like i want to tell everybody in the world about it you know what i mean that's how i feel about this book yeah you're the rich chef and i'm like oh my gosh this better be good i know it's gonna be a good book but i'm like man like what if it sucks you know oh for sure yeah man i definitely feel that pressure

with it it's gonna be so fun though i'm excited man it'll be great you've i mean i know just watching you iterate on these frameworks and stuff the last two years or so has been really cool to see. And I think it's a spot now where it's simple and replicatable where people can actually use it. And I think that's the exciting thing. So yeah, and I think it'll be fun because we can share a bunch of stories from old dead people.

I'm going to bring some of my favorites in as well, like some of my favorite marketers are just watching what they've done. Reading what they did in the past is really really cool and then uh i'm gonna bring a lot of case studies to the event of just like what people are doing right now i've been watching i've been last two years my eyes wide open watching everybody so it's like you know i'll bring my swipe file of cool things people can look at and you can model in your business as well so it's gonna be awesome i am pumped for the event uh so those again who are watching this or listening to this, wherever you are, go to Dramatic Demonstrations, plural or no?

Plural. Plural. DramaticDemonstrations.com. Go register for the free event, three-hour event. You'll be able to watch the two presentations from Funnel Hacking Live plus a bunch of other cool stuff. And at the end of that, we'll invite you to come to the live event, the workshop, if you're interested in coming out with me and Steve in a really small room with a dozen or so

people. It'll be intimate. It'll be fun. intimate it'll be fun yeah uh you can't get that anywhere else i don't do events like that anywhere else yeah i'm only gonna do it one time too it's like it it'll be fun yeah it's gonna be amazing great i appreciate you man uh excited to do this with you it's gonna be awesome and uh dramatic demonstrations everyone that's the key that's the next step in your business your journey make some dramatic demonstrations come learn how to do it live with us and if you enjoyed this podcast episode if you're listening on my podcast please rate and review let me know how i liked it if you listen on steve same thing they should probably tell you how cool you are and then

go subscribe his podcast if you're listening on mine and vice versa yep um and i appreciate you guys listening a final words before we before we bounce just excited to have you guys it's gonna be awesome i really think this is gonna be the final thing that that helps people get their lead flow back up where it should be yeah it's awesome man anyway i appreciate you thanks so much and Before we bounce? Just excited to have you guys. It's going to be awesome. I really think this is going to be the final thing that helps people get their lead flow back up where it should be. Yeah. It's going to be awesome, man. Anyway, I appreciate you.

Thanks so much. And we'll see you guys all at the live event. DramaticDemonstrations.com. Let's go.