Marketing Secrets with Russell Brunson - Why I Throw Out So Many Hooks...

Episode Date: April 16, 2018

Something interesting I realized this weekend about how to reactivate people, get them to commit, and finally give them their big ah-ha. On this episode Russell talks about planning a new 10x Secrets product, when he suddenly questioned why he continues to launch new products. He explains his motivation behind why he continues to do what he does. Here are some awesome things you will hear in this episode: Why getting so excited about a new idea made Russell suddenly question why he continues to put out new content. How spending money on training helps people re-commit to what they are trying to do. And why he loves reading which of his products gave people the aha that made them re-commit. So listen here to find out why it's important for Russell to continue to put out content that will hopefully inspire different people. Transcript - https://marketingsecrets.com/blog/why-i-throw-out-so-many-hooks Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson, welcome to Marketing Secrets Podcast. I learned something really interesting about myself tonight and I want to share it with you guys. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer.

My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, I hope everything's been amazing for you guys. Today was Sunday, I had an awesome day at church and the kids and just, it was really, really neat. And some of you guys know, if you listen, if you've been following, I don't know, everyone's plugging different spots from places, but Thursday I did a really cool thing. I took a day of work off and I tried to read the entire Book of Mormon in a day, which is awesome. I podcasted about it over at bookofmormonchallenge.com. If you want to go listen to that podcast, you can go and listen to it.

And then Friday I did a training. And so the training was for everybody who had gone to the 10X GrowthCon event, Grant Cardone's event. And if you guys were there, you saw the event. I did a presentation and made $3 million, 90 minutes setting all sorts of records and it was really cool right and then the next day i got up on stage and we did a bonus where um if anyone decided before i left that basically we're gonna let them um i was gonna do a workshop i walk into exactly what i did and how i did it and all that kind of stuff so um that workshop i actually did on friday which was really cool i thought it was gonna be about three hours long i ended up going for six and a half hours i don't know i just get excited and I can't stop talking and sharing. And it's

just a lot of fun. So hopefully you guys are okay if I over deliver. Um, but it was cool. And then obviously immediately afterwards, I'm like all excited to go and try to turn this into an offer and to sell it. And, um, I bought 10xsecrets.com and I'm like, okay, I'm going to put this in the offer and this and this and the training. And then this was like, my whole brain's going crazy with this whole process. And then part of me is like, why am i doing this like why why am i why am i creating another offer a new front end another product maybe it's gonna have a problem maybe i got a funnel addiction maybe a little uh a little all those things i don't know but what's interesting is actually this weekend i thought a lot about i was i don't know i, it's fun. I love reading the Facebook comments of people in our groups and

just, especially like just hearing people's success stories and stuff. And there's this really interesting pattern this weekend for me as I was like just scrolling through stuff, is so many people told me like, oh, for me, Russell, is when I read the dot-com secrets book, that's when it clicked. Or, oh, for me, it was when I was at this event and you said this, and that's when everything clicked. Well, for me, it was in like people sharing like what it was for them that made it all click for them. And when it clicked, then the business took off.

Right. And maybe starting about like, what was, what were the, the, the pivotal parts in my journey? Like, which some clicked and it was like transitional shift and shift and shift,

you know? And, um, uh, twice this week I did trainings for the two common club X coaching program where I like, I shared something. They had been shared other places. I just shared differently and had different stories around and stuff like that.

And same thing. People were like, oh, that time it clicked. Like now I understand where I'm going. And so you never know like what – like when you're sharing your message, like which one's going to click with which people, right? Like that's why I keep telling my stories and my things over and over and over and over and over again because you never know like when it's going to click for that person who's there. And sometimes it's repetitive for some people and other times it's like the thing that makes it click. And I started thinking about this. Like I'm so excited about creating this offer and then I was like bummed about it because I'm like,

why am I doing this? Like the last thing in the world I really need right now is more money right and i'm like what is the what's the reason like why am i so excited about doing this and then it kind of hit me and i was like i think the reason why is i know that like that training was the newest one i'd done it was updated six and a half hours i like put my heart and my soul into it because i wanted to over deliver it's really cool i actually went through and like um I taught like the foundation of like offer creation because that's the key to the webinar. And I taught the perfect webinar.

And then I went through the actual presentation from 10X and I like push play and I watch and I pause. I'm like, this is why I did that. Push play, pause. This is why I did this. And I kind of went through the whole thing. And it was interesting. I even found out a couple new nuances to the perfect webinar that I didn't even realize

until I was like pausing myself and I was like oh wow I did that thing I didn't realize that so sharing those things talk about the price marinade like a whole bunch of cool things I've never really talked about before but I was like thinking about this like my between our email lists and everything there's like over a million entrepreneurs that follow me right and when I put something out like it because not all of a million are still active like excited and like engaged right if they were not all of a million are still active, like excited and like engaged, right? If they were, I'd have a million people using ClickFunnels right now, which we're working towards up. We don't have it yet. Right. I think we're at 61,000,

which is pretty awesome still. But, um, uh, but I was like, oh, those million plus people, like my job as a marketer is to like re-engage them and then recommit them and hopefully this time give them the aha, right? So I re-engage them by making a new hook, right? I talked in the last podcast about a hook story to offer, right? So I need a new hook to get them re-engaged, right? Because if I just keep selling the exact same thing, it's going to be hard to keep getting, right? But you look at this, like think about this. So like I have a, I have have a i have perfect webinar secrets.com which is like the script and cd of me teaching the perfect webinar right expert secrets is me teaching the perfect webinar in way more detail um secrets master class which is part two comic club x you know the old fat event was me teaching the perfect

webinar this was me teaching like it's me teaching it but it's like the concepts like the actual con cons content the content's not the same but it's similar right but it's repackaged in different ways where it's like perfect webinar those who are looking for webinar that was the thing that like that's the hook that'll get them expert secrets i talk about that way that's the hook that'll get somebody um 10x secrets and talk about hey about, hey, Russell made $3 million in 90 minutes. That hook is going to get a lot of people because it's sexy, it's interesting, it's unique. The hook will grab a different segment or re-engage people. Then I honestly wish I could just, like that six-hour thing, I wish I could stream it to everybody for free.

The problem is I know is that people get it for free. They don't do anything with it. That's why we make an offer. So we make a funnel. It's because then I'm hooking them first. Then I'm charging them, which then the physical act of them pulling a credit card out recommits to themselves that they're going to go down this path again, right? So I hook them. I recommit them.

And then hopefully this time I give them the aha that's the thing. Like that's the one. That's the one that – how many times have you gone – like you've studied somebody's stuff two or three or four times, you go to church, right? Every Sunday for 20 years of your life and all of a sudden like boom, that Sunday, that person, that, whatever it was, you were ready right then, right? And so for me, I feel like that's, that's really part of this business, right? Like the money, and if you guys aren't at this point yet i'm gonna break it to you the money is not that exciting moving forward like there comes a point when like your house is paid off everything's taken care of like it's not exciting the money part but the impact is like

fires you up right and so it's like i'm hooking i'm trying to like i have this million plus entrepreneurs plus everyone else on facebook plus the entire world and i'm throwing these offers out to try to hook them right and get them to like, I have this million plus entrepreneurs, plus everyone else on Facebook, plus the entire world. And I'm like throwing these offers out to try to hook them, right? And get them to make a commitment. So they commit themselves by actually paying for something. And my goal is that this time is to give them the aha,

the thing like where they're like, ah, this is the one. And I know that 10X Secrets is going to do that for some people. And I'm excited. The other reason why we charge and we have funnels is because we can get to more people, right?

We can pay for advertising. Now the hook gets out to more people, which hopefully gets out to more people, brings them in, gets them to commit to themselves. And then hopefully that will be the one that gets them. And just re-engages people, reignites people, people who have been on and off and on and off, on and off. Like hopefully this will be the one for them, right? So anyway, that's why. It was kind of cool. Maybe it gave me like comfort and like, oh, it's okay for me to do this. It's not like, like I'm doing it. I'm doing it for that reason.

Right. Like I, cause I want more people to be like, Oh, 10 X secrets. That was the one that was going to give me the clarity I needed and the permission to do my thing. Right. Or maybe it's ignite your funnels coming out later this year. Maybe it's the next thing you know um right now julie story and i are working on 10 10 books 10 front-end books um to bridge the gap we figured we identified 10 sub markets to basically use click funnels and so like we're trying everything our power like bridge that gap bridge that gap bridge that gaps we're making webinars and training and success stories and like this is part of our big project mother funnel but we're and then anyway but julie's writing 10 different books one for each segment here your e-commerce this is how you use club funnels how you use a funnel if you're in if your business professional

if you're a freelancer if you're a e-com if you're a business you know whatever it is if you're retail like here's here's how you use funnels like it's bridging the gap my goals like all these different offers are putting out there for these segments it's like i want're in retail, like here's, here's how you use funnels. Like it's bridging the gap. My goals, like all these different offers are putting out there for these segments. It's like, I want some of the segments to like get the alhambra. Oh, that's what, that's why I use a funnel. Like I had one of my buddies literally, uh, last night and I don't need, it's funny. It's a friend from like from not business world. And I always forget people see me on Facebook, but anyway, he texts me.

He's like, Hey man, so do you stuff for for service businesses and i'm like my whole body of work everything i've ever done for the last decade of my life worked for service businesses but because of specifically say service businesses they don't know it right and like they can't like they can't bridge that gap so i'm gonna like i wish the book was like yeah get the book it'll tell you exactly how to bridge the gap then you go build funnels for your service business um but we don't have it yet so that's why i keep doing it in case you're wondering why i keep putting out offers is because i'm trying to hook people we get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move so i'm curious for you guys when was it that

which was the thing the product the idea the the thing that gave you the aha that gave you like that was the thing or have you had it yet that gave you like, that was the thing. Or have you had it yet? Are you still looking for that? Was it a video? Was it a YouTube video? Was it a podcast? Was it a product you bought? Like, there's a reason why I'm preaching like crazy around the clock for you guys is because I'm hoping and waiting and wishing that each of you guys would get that aha from one of these things, give you the thing you need. Like that was the piece. That was the piece I was missing. So if you wonder why I publish so much, that's why.

I love it. And the feedback, like I literally just scroll through Facebook feed nights, like liking everything. It just makes me so happy to see all the positive stuff. So anyway, that's about it. I'm tired. I'm going to go to bed tonight because I'm getting up at 5 tomorrow because this week is going to be so much fun.

Sleeping becomes a nuisance. Have you guys noticed that? If not, you're not having enough fun yet. It's like, I've got to sleep, but I've got to wake up early so I can start the party. I'm getting up at 5 tomorrow because I've got my next episode

of the Book of Mormon Challenge.com podcast. I'm going to be recording in the morning. Then I'm going to be lifting with Dave and with James. Then the party starts. The week begins. It's going to be a lot Dave and with James, and then the party starts, the week begins, so it's going to be a lot of fun. Anyway, appreciate you all,

thanks for listening. If you are on YouTube, please click on the like, subscribe, comment, all that kind of stuff. I do actually, every YouTube comment does come to my email,

so I do read all those, which is kind of fun. And if you're listening to the podcast, please go to iTunes and like, comment, subscribe. If you liked, commented,

and subscribed in the past, please do it again, because iTunes bumped us for a little while, commented, subscribed in the past, please do it again because iTunes bumped us for a little while so we were rebuilding the channel and so we may have missed your comments. So please come comment again. Appreciate you all.

Thanks so much and we'll talk to you soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv