The Russell Brunson Show - Before States And After States And The Power Of Contrast

Episode Date: October 4, 2017

Listen in on this unique conversation after a late night mastermind outside the Clickfunnels headquarters. On this episode Russell talks about contrast with Dave and Steven. Here are some interesting things to listen for in today's episode: Why having contrast creates desire in customers. And what kinds of things about contrast Russell, Dave and Steven learned from the Chatbooks viral video. So listen here to find out why contrast in your marketing is so important. Transcript - https://marketingsecrets.com/blog/before-states-and-after-states-and-the-power-of-contrast Learn more about your ad choices. Visit megaphone.fm/adchoices

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. Visit td.com slash dioffer to learn more. What's up, everybody? This is Russell. I'm here with Dave and Steven. What's up, guys? Welcome to Marketing Seekers Podcast.

We have a special edition happening right now. 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 Brunsonson and welcome to Marketing Secrets.

Okay, so we just got done. There's a little Boise mastermind group that they meet every month around different places and we never had a chance to go, but we actually hosted here in the ClickFunnels offices tonight. So we put the kids to bed and then come here and we were here for about four hours or so talking about all sorts of stuff. So we just had a really cool conversation while Dave went back in to go to the bathroom and he missed it and he's like – Alex Sharfman's fault. Yeah.

Alex did this podcast about the number one supplement for entrepreneurs and it ends up being water and then like – Three gallons later. Yeah. It's like really convincing. And then like three gallons later. Yeah. Then he, it's like really convincing. Like you should listen to it. Now,

like we're all obsessed. Have you read it yet? Well, I know enough that I'm just drinking a lot of water. Yeah. Like it, it kind of freaked us out. So we were drinking insane amounts of water.

So it's like bathroom breaks every 30 seconds. Dave's like, I don't know about them. And then he missed this huge conversation. So I got to restate, retell it. And so I might as well retell right now with you guys. Cause it was actually really interesting. So, um, so I gotta retell it, and so I might as well retell it right now with you guys, because it was actually really interesting.

So what we were talking about, here, I got a black face, let me come here, okay, let there be light. Okay, so what we were talking about, you guys can be in this here, okay. So I can talk to somebody, it's awkward. So those who are listening, you have no idea what's happening,

but for those watching the video, we're in front of the ClickFunnels office, it's night at a time, we're under the street light. Anyway, okay, so I was just listening to a podcast that Ryan Dice did on the perpetual traffic, talking about the Chatbooks viral video. And he basically played it, paused it, played it, and kind of talked about it. And what he talked about was like the before state and the after state of the woman in that video, which he hasn't seen the video.

Obviously, if you haven't seen the video, go to harmanbrothers.com and click on the Chatbooks video. It's probably the best. I'd say probably their best viral video, it's really, really good. But he's talking about the before state and the after state and how good that video did. Like, here's where she was at before, here's where you'd be after with the product, before, after, before, after.

We started talking about how, like the big secret to copy and to sales is contrast. And I saw him like 10 years ago. I went through a course from Matt Fury. He talked about contrast. He said contrast is the key to everything, right? Because you have the contrast of where they're at and where they want to go. And then your message in the middle there, that's what creates the desire for them to go from this to this.

So he talked about in emails, it's like in the course i was studying with matt fury was email marketing it was like you know every every good email is all tons of contrast like light and dark happy sad fat skinny rich poor like the contrast is what makes it interesting and then it was what creates the desire to go from before state to the after state and that's the whole key is the contrast and so a lot of people never think about that but it's's like, as you're writing the emails, think about the contrast, the before state. Again, Dice, the way Ryan Dice explained it was the before state and the after state,

which was brilliant. In fact, I'd never looked, I'd never watched the chat books video through that lens before. But if you watch through that lens of like the before state and the after state, you see it over and over. You see she's in the tub at first

and she's like the smiling mom in the bathtub. And so it's like, oh, this is like the nice thing that she stands up and she's fully clothed and like and her kids in the tub with her like i fell in while he's trying to you know timing while he's holding his breath it's like there's the there's the before and it keeps transitioning back and forth and so in any of your communication whether you're doing storytelling or writing emails or sales letters or video whatever it's the contrast is the key and so with the contrast you're thinking about that. Like, um,

like if you told a story about, about how fit you are, nobody cares. There's no contrast, right? It's like I was, I was fat. I was sick. I was not healthy.

I was whatever you tell that first. And then you tell the contrast, the other thing. And then that's what creates the contrast, what creates the desire for somebody to change, which is what they need to have to give you money and that kind of stuff. So the contrast is a secret. And showing the before state and the after state, that's the magic.

I love that. Talk about writing the Epiphany Bridge script. Yeah, we've got to rewrite the Expert Secrets book. Stop the presses. Let's add in this thing. Anyway, we just kind of have that epiphany as we're talking. So there you go. Contrast, add in everything you do to create the before states and the after states.

And it's really fascinating. So watch that. Watch it in the viral videos. Watch it in email. Watch it. As you're watching good marketers, try to notice the contrast. Because the better the contrast, the more desire is created. And so watch how they do it.

Watch how I do it. Watch how other people do it. That's the secret. So there you go, guys. Marketing secret number whatever we're on. Hope you guys like that. That said, it's time for us to go home and go to bed. So bye, everybody.

Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com. And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest growing non-VC backed SaaS startup company in the world.