The Russell Brunson Show - My Funnel Hacking Live Keynote Presentation - Part 4 of 4

Episode Date: April 3, 2019

Listen to the final part of my keynote presentation from FHL. During this part of the presentation, I dive deeper into understanding and mastering hooks. On today's episode you will hear part 4 of 4 of Russell's first presentation at Funnel Hacking Live 2019. Here are some of the super awesome things you will hear in this part: Find out why the hook is a little harder to catch onto, but why it's also the most important part. Find out why you should practice different hooks, much like a comedian practices different jokes. And find out how you can find examples of other hooks proven to work, and model your own after them. So listen here to the exciting conclusion of Russell's keynote presentation at Funnel Hacking live this year. Transcript - https://marketingsecrets.com/blog/194-my-funnel-hacking-live-keynote-presentation-part-4-of-4 Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit AirTransat.com for details. Conditions apply. AirTransat.

Travel moves us. Hey, everyone. It's Russell Brunson. Welcome back to Marketing Secrets Podcast. And you're about to listen to part four of four of my keynote presentation from Funnel Hacking Live, the exciting conclusion of this presentation. We've talked about offers. We've talked about stories. And now we're going to dive into the hooks.

And hooks aren't something that takes as much time to explain. Um, but it's probably one of the hardest parts for people to do. And so make sure to pay a lot of attention to this part of it and start thinking through what are the hooks you can be throwing out. And hopefully you notice all the hooks I throw out. I throw out hooks every single day between my podcast and the blog posts and the Facebook lives and Instagrams and just on and on and on. And so, um, hooks are the key because that's what gets somebody's attention and let's them focus

on your story so then you can make them your special offers. So hope you enjoy the exciting conclusion of my keynote presentation, Fun Locking Live. That's them cue theme song. And then we'll jump right into part four of four of my presentation. 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. Okay, I'm going to go to the last steps. We talked about offer. We talked about story. The last piece in this is the hook. Okay, so what is the hook? To understand this really well, I want you guys to imagine what happened right before you probably came into this room. You were in the bathroom and you're sitting kind of like this. And most of you had your phones and you're going like this. So what a hook is, it's the thing that makes you stop. Like, whoa, that's a hook. This is how I judge my hooks. I imagine all of you guys swiping. What's going to make you like, whoa, hold on. All right. I got to finish so I can find out what that thing is. Okay. This is literally what's happening. In case you're wondering like, oh no,

my customers don't do that. They do. I was in the airport two days ago. I walk into the airport, and for the women, I'm so sorry that you have to find out about how gross and disgusting men are, but there's a dude swiping while he's, and I was like, seriously, like, put it in your pocket for 30 seconds? It doesn't take that long. It was just amazing. Like, that's what they're doing, okay? And so you can imagine, this is what's happening in today's world, okay? It's not they're sitting at their desktop, like, studying you and reading things, excuse me, and researching. What's happening is this. And so they're flipping through their phone, and they're seeing their friends, and their pictures, and their profiles, and their cat videos, and thing after thing after thing after

thing, and your ad has a shot in there for like one second, probably less, in the middle of this scroll, okay? And if you don't stop them right there, and they don't say, probably less, in the middle of this scroll, okay? If you don't stop them right there and they don't say, hold on, put the phone down, I gotta come back and check this out, you failed, okay? The hook is the key. Without a good hook, nobody will ever hear your story. Without a good story, no one will care about your offer, okay? Now, the hook in and of itself does not provide, does not increase the value, okay? The hook does not increase the value of what it is you're selling.

What the hook does is it grabs your attention long enough that they'll listen to your story. The story increases the value and then the offer increases the value. The hook grabs them just long enough you can tell them the story. Okay? So every story you have has multiple hooks. Okay? This is why it's so important for you guys to be publishing and putting things out there all the time. Because I have no idea what hooks are going to land.

Which ones are people going to resonate with and which ones don't. Okay? I was at a retreat, like a mastermind group with Brendan Bouchard and Dean Graciosi and a bunch of really cool people. Both of who are going to be here this weekend speaking with you guys. It's going to be amazing. And we're sitting around the campfire and Dean told this story that was so good. He said, essentially, he said, if you look at a comedian, you see them on like the Tonight Show, and they pick up the microphone,

and they do their thing, and they do the thing, and they land it, and everyone's like, oh my gosh, this is the funniest person on earth. And so you don't understand, the comedian just get up there and do his thing. What happened is like two years prior, he got a job, he went to a dive bar over here. He wrote 10 jokes, got in front of like 30 people. He tried his thing and he tried it. And he told joke one, two, three, four, five, like one of the 10 jokes landed. He's like, okay, that joke was good.

The rest were horrible. Goes back to his apartment, writes nine new jokes, got some 10 new jokes, goes next to the dive bar, gets in front of it. Boom, he does it. Nails the first joke because he knows it's amazing. Nails the other nine, like two of the other nine work, right? Now he's got 10 new jokes, goes next to Ivar, gets in front of it, boom, he does it, nails the first joke because he knows it's amazing, nails the other nine, like two of the other nine work, right? Now he's got three good jokes. Then he goes back, rewrites the other seven, comes back the next night, boom, he keeps

doing it, keeps doing it, keeps doing it until he knows he's got 10 of the most amazing jokes in the world. Then he gets on the big stage and performs and every single joke lands. Okay? It's the same thing what we're doing right now. I have no idea what hooks are going to work, right? So what do I do? When I hear a story in the morning, I jump on my phone. I get my phone out as I'm driving to the office and half of you guys are like, Russell, don't drive while you're podcasting. It's like a block and there's no anything anywhere. I wish I could

show people that. I get, anyway, whatever. So I'm doing my thing, talking, and I tell a story, right? That's my first time. Then I come in, I see Dave and Dave's like, oh, and I'm like my thing, talking, and I tell a story, right? That's my first time. Then I come in, I see Dave, and Dave's like, oh, and I'm like, oh. I'm like, I tell your story. I tell Dave a story, right? I tell it a little differently this time. And I'm like, okay, that worked. Like, it made sense. He got excited.

And I go out to like the bullpen and all the marketing teams, and I tell them the story, right? And then I jump on a Facebook Live. I tell the story. I tell it four or five times so I know how to tell the story. I see what lands. I see what hooks. Got people interested.

Or if I tell a story, and Dave's like, oh, that's really cool. I'm like, crap. Dave's not flipping out. It is not a good story, right? And that's how we know. So it's testing these things, testing it, testing it. Okay? So when you have a story, it's like you're putting out different hooks.

Like which are the hooks that people are grabbing onto? What are the ones that are interesting? What ones do people actually pay attention to? And like, cool. Now we'll build things bigger on those. Okay? But you got to be practicing stuff all the time. Okay?

Because if you're like, I gotta, this business has to work, it's gotta be perfect, it's gotta be, like, I don't wanna screw this up, so I'm gonna wait until I tell my story, I'm gonna wait, I'm gonna wait. It's the equivalent of walking up on the night show and being like, I've never tested this material. Let's go.

You would never do that, right? Yeah, we do in our businesses all the time. You can't do that. You gotta be telling the stories, telling the stories, okay? Every single one of you guys in here should be Facebook Live-ing your experience today. Like, seriously. If you're not, like, why did you waste that experience?

There's some story that will impact you today, if not me, by somebody else, that affects your life and your customers directly. And you better be talking about that tonight when you get home. Either podcasting, video, Facebook Live, something to start practicing. It begins tonight.

Doesn't begin manana, because manana never comes. Okay? All right, So how do you find the hooks that you want to model? So next time you guys are doing this and you shouldn't do this. Like it's really disgusting, but maybe you're at your desk doing this. As you're scrolling through, look at the stuff that stops you. Okay. Look at the stuff that stops you. Like why that why that hook work what was it okay the 30 days book was not my idea someone else had a 30 days thing in another industry i was like that's a good idea he hooked it over there i'm gonna hook it over here because it made me stop okay now after you find an ad instead of just looking at like that's a really good ad then you go to the ad and facebook

is on the coolest thing in the world now there's a little tab here says ads and info you click on it and it literally shows you every single hook that that person is running right now. So if you click on that right now, you would see, here's a couple of the hooks that Russell and John and the team are currently running. Russell, that's a lot of ads. Yeah, we're throwing out insane amounts of hooks every single day, okay? And you can do this with any advertiser. You see their ad on Facebook, you click on their thing, and it'll show you here's every ad that they are actively running right now. And you can see all the hooks.

So every time someone hooks you, stop. Pay attention. Go look at the thing. Look at all the ads. You start studying them. Start looking. Start geeking out. Okay?

That's a lot of ads. How many do we have on here? All right. Now, I was doing this last night. It was like 1 in the morning. I was still working on slides. I was like, how do I really sink this in? And I started thinking about the Two Comic Club winners, the Two Comic Club X winners. I was like, how do I really sink this in? And I started thinking about the Two Comma Club winners,

the Two Comma Club X winners. I was like, I'm going to show just examples of some of these, right? Because you hear these people all the time, right? You see their pictures, you hear their stories. You're like, this is amazing, I want Two Comma Club. But how many of you guys have actually looked at the hooks that they're throwing out? Okay? If they're in the Two Comma Club, Two Comma Club X,

it means they are insanely good at hook, story, offer. Otherwise, they would not be here. Right? So we should be looking at it. So I started looking. I'm like, I'm just going to pull a couple random people. So the first one I pull here is Drew. Is Drew in the room right now?

I think he is. All right, so this is amazing. So Drew is coming on Fit to Fat to Fit. Have you guys seen his ads before? So Drew is a personal trainer who is ripped and amazing. And I might be telling the story wrong. It's awkward.

He's in the room. So hopefully I tell it right. But he was like ripped and amazing. And his clients were like, well, you've never been fat, so you don't know what it's like. And he's like, oh, yeah? This is what I'm going to do. I'm going to get fat, super fat. So he gained a whole bunch of weight to prove to everyone.

He went from being fit to getting really, really fat and then losing all the weight again. Okay? Probably not healthy, like in retrospect, I'm guessing, but that is an amazing hook. So you see, here's every, like a thousand different weight loss offers out there. Like, hey, I'm sexy, I'm ripped. And you see Drew sitting here with Jay Leno

and he's like, I went from being fit to fat to fit and shows the before and after. It's like, that hook is amazing. Okay, boom, two Call Me Club X winners. Okay, this is Natalie How many of you remember Natalie Hodson from last year? There's Natalie right here Okay, Two Column Club winner

She's getting close to Two Column Club X Same thing, right? Now what's interesting, so Natalie's business Prior to this was a good business, right? She had good hooks, good story, good offer It was doing well, but never amazing, right? But then she came back and she's like What's the hook, what's the story, good offer. It was like, it was doing well, but never like amazing, right? But then she came back and she's like, what's the hook? What's the story? Like, what is it? And she shifted from her other business that was doing okay to this. And you guys remember Natalie's

story. She talked about vulnerability last year. She talked about how she was doing this live video and she peed her pants during it, which is like the most humiliating thing ever, right? And then she turned that into a product, teaching women how to control that and went from zero to two Carmel Cup winner in four months. Because the hook, right? Find a better hook. Again, if your funnel's not working, it's always either a hook, a story, or an offer. Okay? That hook's amazing. Her story is insane and the offer was amazing. A million dollars in four months. Okay? Garrett White there in the middle. Here's the landing page I found of his. One of my favorite landing pages. How's this for a hook?

Attention married businessmen. Learn how to unlock nearly unlimited sex, power, and money without having to cheat on your wife, get a divorce, ignore your children, leave your church, date with drugs, or party like a rock star in Las Vegas. What? How do you not click on that as a man? I can have everything I want in life without all the bad stuff. This is amazing, right?

He's a master at hooks. If you look at anybody in this club, anyone who's on stage, people that are doing what we want to do, you guys, they're amazing at hook, story, offer. And if you want to be on stage, you have to become better at hook, story, and offer. So as you're telling your story,

you start building inventory. What are the hooks I can test out? Test out this, test out this. And my question is, how many hooks are you guys actually throwing out? You need to be throwing out a lot, okay? Hook, story, offer. And then one last thing I want to kind of show you guys,

if you look at this hook, story, offer, this is happening at every single step in your funnel, okay? Your ads, there's a hook, a story, and an offer in your ad. Someone's story, there's a hook. You're telling a quick story, you make an offer. Click here, there's the offer. Then they come to your landing page. There's a hook, there's a story, there's an offer in your ad. Someone's story, there's a hook. You're telling a quick story, you make an offer. Click here, there's the offer. Then they come to your landing page. There's a hook, there's a story, there's an offer. Then they come, they buy your product. Hook, story, offer. Upsell, hook, story, offer.

Like this framework is essential for you guys to master. It's so simple. That's why I want to start today with it. It's so simple. But it's the most important thing. You do it over and over and over and over again. If something is not working inside your funnel, it's always either your hook, your story, or your offer. Okay, I don't care what funnel it is.

We're going to learn about a ton of funnel types this weekend. Okay, you're going to learn about challenge funnels and summit funnels and book funnels, a ton of funnels. It doesn't matter which one it is. This framework fits into every one of these funnels. Okay? And the last one I want to mention is

the hook, story, offer, this is the key. Hook, story, offer is the thing that grabs somebody, brings them into your world. And after you have them, the next phase then is how do we increase the value? How do we help these people along the line? In the books you guys got yesterday, I actually printed out a copy of our value ladder. See, this is our value ladder. And the person speaking after me is Stacy Martino. I'm so excited to have her.

She's going to be, yeah. You guys are going to love Stacy. But she is a master at taking people up to value. Like how do you take people after you've hooked them and you got them into your world? How do you love them and give enough value they want to continue to progress with you throughout everything else you're doing? Okay. All right. So I am out of time. I want to show one quick video and then I'm going to be done for this morning. And then Stacey's going to be coming out, which I'm so excited for you guys to meet her. This is a video we made last year at Funnel Hacking Live and we showed it at the very beginning.

But I want to show it really quick. It's only about a minute long. It's going to kind of re-sum up my feeling of you guys as our funnel hackers and why we're so passionate about this weekend. After the video's done, if you guys can go crazy, do a huge round of applause and we're going to be devouring back out

when the video's over. You guys ready for this? Here we go. Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.

The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them. Disagree with them. Glorify or vilify them. About the only thing you can't do is ignore them. Because they change things.

They push the human race forward. And while some might see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world are the ones who do. Would you like to see behind the scenes of what we're actually doing each day to grow our company? I'm bad.