The Russell Brunson Show - Hook, Headline, Framework

Episode Date: March 7, 2018

How We Create Presentations That Are SUPER Sexy, That Get Attention And Make It Simple To Teach On this episode Russell talks about all the work that goes into putting his presentations together for Funnel Hacking Live. Here are some of the awesome things you will hear in today's episode: Why Russell spends so much time on the headline and the framework of a presentation. Why it is so important to make sure the headline is sexy. And why if he has a framework put together, Russell can do a 90 minute presentation without even having slides. So listen here to find out the process Russell goes through to create a headline and framework for a presentation. Transcript - https://marketingsecrets.com/blog/hook-headline-framework 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 DI offer to learn more. Hey, this is Russell Brunson. Welcome to the Marketing Secrets Podcast. So excited to have you guys here today. Hey, before we get started, make sure that you go to iTunes. If you're listening to this podcast, rate, review, like us, let us know what you think. It means a lot to me. I'll read the comments and it helps me know what you want and what to give you more of. And today we'll be talking about the framework behind the new Conversation Domination presentation.

I'm going to show you what we did, how we did it, how we made it sexy, and a whole bunch more. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Hey everyone, this is Russell and so excited to be here today. So, we are less than two weeks away from Fun Hacking Live, going live, which is crazy.

And all sorts of craziness is happening. But to start it off, of course, I don't like doing anything normal. I want as much pressure as possible, because for some reason, when a lot of things are happening, I'm able to focus and get stuff done. So we decided this week to do a keto fast reboot diet and I tricked about nine other people besides me into doing it because Provence came out with their new keto reboot kit. So I wanted to try it out. They asked me if I'd help write some stuff for them and help on a funnel and stuff. So I was like, well, let me try it out. So they shipped us out a bunch of reboot kits.

So for the last 60 hours, it's a 60-hour fast basically. And all you do is you have these keto products. So it's like you have a keto drink in the morning and then you've got a keto bone broth, which is shockingly good. And then another keto drink and these little pills and then this like keto tea at night, which was good too. And like anyway, so you do that for 60 hours. And so we just broke our 60 hour fast, um, and just had bacon, eggs, and avocado, my three favorite foods all in one super meal, uh, which is awesome. So now I'm heading in the

office to work on my slides and presentations and stuff like that. But, um, I wanted to share something with you guys today, cause maybe it'll give you a little hope or faith or knowledge, or I don't know, whatever it is you need to, uh, to get through what it is you're doing. But, um, so I've got six presentations I'm giving for Nike live. Um, and I just started on them basically on Monday. So I got a two week window to get them all done. And you may be like, Oh, that's easy. Six presentations, two weeks. But each presentation, um, for me is usually between 150 and 300 slides. So these aren't micro, these are macro, big, big, big projects I'm trying to get done. But for me, if I would have been planning this for the last six months, it never got done.

So for me, it's all about just in time, getting things done just in time. So now it's like, okay, it's go time. I have to get these done. I have no other option. Now is the time to start creating them. And so I just want to share the process because maybe it'll help some of you guys. So it's been 48 hours. At the end of 48 hours, all I have done is for my presentation number one,

I have a title, the title slide, a headline, and a doodle graph of the process I'm going to be teaching. Not the process, not the word. Of the system. Dang it, there's the word I'm looking for? Of the process I'm going to be teaching. Not the process, it's not the word. Of the system. Ah, dang it, there's a word. It'll come to me. But basically, like, this is what I'm teaching in a doodle, in a whiteboard thing.

And that's what I got done in 48 hours. And people are like, you never get these slides done in time, Russell. You sit in 48 hours on that. And it's true, but like, the slides take a lot of like grunt work, but not a lot of thinking right just kind of okay what image can i put in here to like remember my brain to talk about this concept

and what's the headline what's the just things like that that pull you through the presentation the bigger part is the structure like what's the structure um of what you're going to be you're going to be teaching people right and what's the hook and then how do you make it sexy so for me it's like it was like yeah maybe yeah, maybe that's the thing. It's like the structure, the hook, and trying to be sexy. So the structure was the biggest thing. So I was trying to think conceptually,

what do I want to teach? How do I want to teach it? So I had this huge whiteboard, we mapped it all out, and then I was like, hey, that's awesome, but super complex. And I took a smaller white, like big pad of paper,

and I shrunk it out again. I was like, hey, it's awesome, but it's still too complex. Got it down, down, down, to finally was like this really simple, like here's the process. Here's what, um, here's the, uh, the framework. I think that's right where I'm looking for framework. Here's the framework of how I'm gonna teach this concept. So for example, um, this, uh, this presentation I'm working on for the first 40 hours, it's called conversation domination. And it's basically like how to, how to like dominate the conversation everywhere on every single

platform, every single channel, all at the same time. And I bought, one of my friends used to own a product called Conversation Domination. I bought the brand and the domain and stuff from him. So that was going to be the title of it. And then I needed a structure, so a framework. So that took all that time, like a day and a half just to get the framework to the simple I was like, oh, here's the framework, which if you look at how all my books work, dot com secrets, expert secrets, like it's all about a framework, right? Like little doodles

are my framework and I can teach off the framework. Um, it's now I've got a framework and then I need like how to make this sexy. So conversation nomination is sexy, but we needed a really sexy headline. And, um, and so in fact, I'm going to go inside and find the headline right now so I can reach you guys, but we had to get the headline. Um, cause that's like, that's, that's part of the hook right there is like getting the headline that's, um, going to capture people. So then they see a presentation, they're like, Oh crap. Like I actually do want to, I do want to hear that. I want to, you know, I want to know what he's going to be talking about. So that was the next piece was, um, pulling out the, uh, the headline and I'm walking through the office right now. We're live everybody.

What's up? Anyway. So we're pulling out the headline, and that was kind of the next step in the process. So let me come in here and show you guys who are watching. If you're listening, I'll read it to you. But okay, here we are in the office. So, all right, so the headline ended up being, and this is after probably two and a half, three hours of headlining back and forth to so much people. So again, it's not just a fast process like most of the time is going in

these little things that set up the framework for everything else so conversation nomination this is the headline we came up with how to get your dream clients addictively binge watching you on every platform that they live on warning this aggressive approach only is only for those who truly believe in their message so for those who are watching here's a little picture of you can see those who are listening, that's the headline, right? So I'm getting a headline. Then it was like, okay, now I've got the title.

I've got the hook with the headline. And then I've got the framework for me to teach. And then lastly, I need to make it sexy. And this is where design comes in. Like we need to make this thing look amazing. And so kind of the storyline behind this presentation, and I'll get to that. I'm not gonna tell you too much of the storyline because I can go on for hours about that. But

those who were following Hacking Live, the presentation, you hear the story behind it, but it's basically likening social media to TVs back in 1965. And so how it works. So like, if you look at the design here, those who are watching, you can see it's like designed like an old TV set and just look awesome. i i had this and i got the title the headline done and i sent it over to julie stoyan uh who is not in boise this week against her wishes she wanted to be here but we had too much stuff um but i sent you her and then she wrote back she said in all caps how do you make everything so sexy and then uh and i said ha that's a big secret and then she shared me a screenshot from someone in her group and said uh from karen

wolf milner and said how is it that russell Brunson can make the seven phases of a funnel sound so sexy? LOL, I'm becoming slightly obsessed with funnels. And she said, that was literally 12 minutes ago in my group. And so what I want to share, the whole point of this podcast I want to share is like, you have to make your thing sexy. I could have been like, here's how to drive traffic to your offers. Blah, boring, right?

Here's how to be seen on YouTube, Instagram to your offers. Blah, boring, right? Here's how to be seen on YouTube, Instagram, and Facebook. Blah, boring, right? It's got to be something that captures people. It's different. It's unique that people will remember forever, right? I think so many times I see people like, my funnel's not working. I go look at it and it's just so bland. And like, of course not.

You don't have a good hook. You don't have a good headline. You don't have a good design. There's nothing interesting or intriguing. There's no story behind it. Like, what's the whole thing? Like, for this presentation, like, literally, I start with the title, right? Hey, guys, this presentation is called Conversation Domination.

I'm going to show you how to get your dream clients addictively binge-watching you on every social platform that they're living on and warning this aggressive approach only for those who truly believe in their message, right? Then I go into the story. So I'll tell you guys a story. There this clip blah blah blah i tell the story about tv 1965 and explain that whole thing and now all of a sudden there's intrigue there's interest and now i can move into the framework and for those who are looking at the framework those who are watching live or excuse me watching on the video you can see a picture of the framework here i clear off all my mess sorry week before events things become a mess because i got like 8 000 papers open everywhere but here's the framework and that framework started out as

this framework on this whiteboard here and then shifted into a whole bunch of pads of paper like this trying to simplify it more and more more till i finally get out of this and that's the framework i can teach so it's cool but now like when i do my presentation like this is what i have to teach i could if i did no slides i could go up on a whiteboard i can map this out and i explain this piece and this piece and this piece like that's how i can do it really simply now if i want to go complex i can go make five or six slides explaining each one and showing pictures like visual demonstrations of each thing which is probably what i'll end up doing but worst case i have the framework now i can go i can present this tonight and i can do a

90-minute presentation with nothing but this framework like when i um when i teach a lot of times people think like how in the world do you get on stage without any preparation and speak for like an hour or two hours or five hours? I'm like, well, I sit in the back before and I try to build out a framework of what I wanted to create. And then I remember Brandon Bouchard

used to tell me, he said, the framework is your savior. If you've got a framework like this, you always know where you're going. You just like, you put the thing in, you talk, talk, talk, talk, and then you stop. Okay, what's the next thing?

Okay, here's the next thing. Here's the next thing, next thing. So for me, my framework's always these doodle graphs like i could go and if someone wanted me to teach a lesson you know teach a three-day event tomorrow on dot-com secrets i wouldn't have to rehearse anything i would just go get the book pull out the framework pull out the images and talk off the images and show it and it would be not that hard because like the framework shows me where my mind needs to go when you talk about how it all fits together it makes it very very clear so for you guys i want you thinking when you're making presentations you're trying to sell stuff and you're trying

to like create things like that there's some things to be thinking about like it's got to be sexy right it's got a sexy hook that grabs them that like looks interesting a headline that like that like that sucks them in and then there's a story that that gets them to care about it and then there's a framework where you deliver um deliver the all the big promise you gave them during the headline. So anyway, hope it kind of helps. Cause I know, um, just even people here on my team internally, they're just like, why have you spent 48 hours? And all you have is a headline and some doodles.

I'm like, cause that's the most important part. Everything else is just details. Um, so there you go. Hope it helps you guys. I have to go into lockdown and now make 150 slides for this presentation and then do the same process for the other five. Actually, I'm gonna do this process for the five first, because this is the hard part. This is the brain work. Then it's just like, again, now that I have this, the brain work is gone. Next week, I just have to go grab images for all these things and like slap them into

slides and make them look amazing. So the brain work is the hard part. So all right, guys, that's all I got. Thanks so much for listening today. If you are not subscribed to iTunes, again, go to iTunes, search for Marketing Secrets and subscribe to the podcast and please rate, review if you like this. That'll get me excited to keep on making cool stuff. Thanks, you guys. Appreciate you all

and we'll talk soon. Bye. Hey, this is Russell again. I'm back. So I just wanted to add to this podcast I recorded this morning and then I spent the next four hours working on the titles and hooks

and everything for my next presentation and I just wanted to jump back in and just give everything for my next presentation. And I just wanted to jump back in and just give you a little more because my, I don't know, this morning I was slow. I couldn't think. So the three things that you tap hook headline and framework. So hook is like the name of the thing. The headline is the, this is what the story is about. And the framework then is the, uh, the, the structure of what the presentation is, right? So I just wanted to come in here real quick to share with you for my funnel hacking live presentation there's six uh presentations we just went through this for all six presentations so um the hook the headline and the framework so obviously i can't show the

framework because they're not all done yet but the hook and headline are done for all these presentations now i just gotta create the framework and i gotta go bust out slides so um here we go presentation number one is called funnel hacker uh funnel hackers we see things differently um so that's the hook and the headline is actually the quote of the theme of this year's event, which is, it's on the back of the shirt, you guys can't see it unless you were at Funnel Hacking Live, says, Here's to the crazy ones, the misfits, the rebels,

the troublemakers, the round pegs, and the square holes, the ones who see things differently, they're not fond of the rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things, they push the human race forward. And while some see them as the crazy ones, we see genius because the people who are crazy enough to think they can change the

world are the ones who do. So that's the headline hook for presentation number one. Number two, conversation domination. I told you guys this one already. How do you get your dream clients addictively binge watching on every platform that they live on? Warning, this aggressive approach is only for those who truly believe in their message. Hook, headline, boom. Presentation number three, funnel audibles. That's the hook. Headline, how to nail it so you can scale it. Okay, number four, multidimensional follow-up funnels.

That's the hook. Headline, how to win the battle of attention so you can change the lives of your customers with the products and the services that you sell. Number five, the 12-month millionaire. That's the hook. And then the headline, 256 of your peers have joined the Two Comma Club in the last 12 months. Here's the behind the scenes process they are all currently using to unlock the doors to the Two Comma Club with absolute certainty, how you can use the same system to launch your seven figure funnel in the

next 12 months. Boom. And number six, the hook, breaking the chains of false belief. And the headline, what's holding you back is probably holding your customers back as well. So's much of that because after the podcast when we worked on it and now they're done and just wanted to share that so as you're thinking through the hook the headline and the framework those are the keys on any good presentation and uh hope that helps thanks guys appreciate you all and we'll talk 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 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.