The Russell Brunson Show - The Hook, The Story, And The Offer

Episode Date: April 13, 2018

How to create the right hook that'll make it so that selling becomes almost super easy. On this episode Russell gives a condensed version of a training he did for Two Comma Club X, where he teaches about the hook, story and offer. Here are some of the things you will hear on today's episode: Why it's so important to have a hook that grabs people's attention. What he used as the hook for his recently launched Book of Mormon Challenge Podcast. A few other examples of hooks people used to sell their own products, and why they were so effective. So listen here to get a quick idea of what you need to know about having a great hook and story to be able to really sell what you're offering. Transcript - https://marketingsecrets.com/blog/the-hook-the-story-and-the-offer 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, it's Russell Brunson. Welcome to the Marketing Secrets Podcast. Today, I'm going to be talking about a hook, a story, and an offer. 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 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 Brunson and welcome to Marketing Secrets. the Two Common Club X coaching program. And it's insanely good. It's amazing. But there's kind of pros and cons of it. The pros are it gives you everything you possibly need to start, launch, scale, grow your company. The bad thing is there's like so much stuff, it's like people get overwhelmed.

So I wanted to go through and record a fast track, kind of go through like a higher level like fast track of all the courses in order so that people kind of know where they're going. And so this week I recorded module number two, or fast track number two, which was called Hook, A Story, and an Offer. And it went on for like 45 minutes, and I think it was pretty good. And then one of the guys in the group, he's probably listening to this right now, so by the way, thank you. He said that, he's like, I listen to everyone in Russell's podcast.

I've been to two Funnel Hacking Live events. I've done every course, every book. And he's like, that was the best training I've ever heard from Russell. And I was like, he's like, I listen to everyone in Russell's podcast. I've been to two Funnel Hacking Live events. I've done like every course, every book. And he's like, that was the best training I've ever heard from Russell. And I was like, that's awesome. And I had like a 45-minute conversation with Dave Woodward and James Frill when we were lifting weights on Wednesday talking about it as well. And unfortunately, I have to jump on a video here in like an hour. So I can't go too deep into this. But I did want to share some thoughts with you guys because I think it's super, super, super essential.

And I wanted you guys to think through it for your stuff. So, um, what I want to talk about is like, what's the hook and the story of what it is you're selling now in the, in the video that I did for, um, for our two comic club X members, it was like, I was going into offer hacking, how to find people's offers and hack them and all sorts of stuff like that. But one of the biggest things that we talked about and we noticed is like, the key is like to really get offers. I mean, there's, again, there's three pieces. There's, there's the hook, which is like the hook that grabs you, right?

Like what's the thing that grabs you? And there's the story you tell behind that. And then there's the actual offer where they're going to get in each component of the offer. There's a hook, a story to offer, each component of the offer. And anyway, I wish I had more time to share everything, but the thing I wanted to share with you guys today, cause it's, it share the essay cuz it's it's and it's it's one most important things like it's like what's the hook of the story that you're sharing right if you don't

have one yet you need to create that so in the video I went through and I took um he has no drew manning he's one of our two comic of winners and he's awesome dude he's got a program called fit to fat to fit and his story is he was a trainer for his whole life and helped a lot of people get skinny, but he never actually knew what it was like. So he was like, you know what? I'm going to get fat. And then I'm going to try to get fit again.

And so he went and gained like, I don't know, 100 pounds and told the whole world, this is what I'm doing. I'm gaining a bunch of weight. It's going to be a huge thing. And I'm going to get fat and I'm going to lose it again. And because of this story, this hook of the story, he got tons of PR. He was on Jay Leno, all sorts of stuff. And now it's like whatever he sells, he's just like, Hey, I'm Drew.

I'm the fit to fat to fit guy. I'm the guy who was a trainer who never knew what it was like to be fat. So I gained a whole bunch of weight and then I lost it all again. And then anything he says after that, people give him money. You want to know why? Because the hook of the story is so good. Drew, if you're listening to this, like there's a lot of critiques I could give you to help you make your offers better. But because of the hooks, it doesn't really matter.

A good hook and a good story will make up for a lot of other stuff. He's killing it. And I was like, man, imagine if there's stuff. Anyway, someday I'm going to work with him personally and just be like, this is how you ramp it up. But his hook and his story is so good that he's making millions of dollars now, right?

And I was thinking about this throughout time. If you guys remember Robert Allen, he has sold over a billion dollars under the Robert Allen brand. And Robert Allen had a really good hook in his story. He told all these people, he was like, you can take me anywhere in the world, throw me in any city without any contacts,

any whatever, and within a month, I will have purchased a house with no money down or whatever. He told people that, and no one believed him. So he actually did it, this big PR stunt, went and flew somewhere, did the whole thing, and boom, he became Robert Allen because of the hook and the story. Natalie Hodson, Natalie spoke of Fun Hiking Live.

She's amazing. What's amazing about Natalie is the hook in her story. It's funny because there's people that were trying to knock off her, one of her products, her first Two Comic Club product. Took her four months to go from zero to Two Comic Club with a $37 e-book.

And it was teaching women who, mothers who, how to not pee your pants, it's called Abs Core Pelvic Floor. mothers who, how to not pee your pants called abs floor pelvic floor, abs core pelvic floor. And she sold like 50 or 60,000 copies of this ebook. And it's funny because there's a lot of people now trying to knock her off and they're all going to fail because they, they, they're copying the offer, but they're missing the hook in the story. So what's, what's Natalie's hook in the story? Well, she was on, I think she was actually in a video with Drew, if I remember right. Anyway, it's a small world. Anyway, so she's,

she's, uh, filming a video, workout video. And in the video, she pees her pants. And instead of hiding it, she's like, she decides like, this is a good, I mean, I don't know if she consciously did this, but she put it out there and it's an amazing hook. Like I'm a fitness trainer. I teach people how to get in weight, uh, lose weight. and i'm sitting there live on camera and i pee my pants and here's pictures of it it's so embarrassing and um and uh and so she tells that story hook the story people get excited and then boom 60 000 copies of her book later right um the hook and the story were so so good and the better the hook and story are mean, they're not saying the offer can be worse, but like, that's like the better hook. The story is like, you can sell off anything. Uh, it's funny.

Drew is actually selling ketosis stuff now, which has nothing to do with his actual fit to fat to fit story, but the story and hook so good. He tells the story, people are hooked and then boom, you can sell him whatever he wants at that point. Um, and so for you, I want you to think like, what is, what's my, what's my story? What's the thing, right? Um, some of you guys may know, um, I, uh, I launched my religion podcast, uh, uh, this week actually, or last, yeah, this week. Um, and I went through the same process here. I'm like, okay, I could just make a podcast like, Hey, I'm going to teach you what my beliefs are, but nobody like the hook and the story were horrible. Right? So it's like, well, I need a hook. I need a story. Like, what is it? it it's gonna be something that's gonna drag people in the thing

about stories people share stories i like oh this girl named natalie oh this guy named drew he was fit to fat you know they tell the story right um and so i was like i need i need a story i didn't consciously do this but it's what come out of is like if i'm gonna do like i need something really really cool so the hook for my podcast was basically um you know i'm a mormon i believe in the book of mormon but i look at my house is all these Book of Mormons are laying on the ground or where that I never read they just sit there and and I realized that this thing that's so important to me I'm not treating it I'm treating it lightly and and so I was like I need to make this room you so I went online I found on eBay a copy of

one of the original 5,000 books Mormon I spent a small fortune on it and now I'm reading it and I'm sharing my journey because I want to make a special view again right so that was the hook and now I got reading it and I'm sharing my journey because I want to make a special view again. Right. So that was the hook. And now I got all these people, they're sharing my podcast, like this dude, Russell, he, um, like all, all my Mormon friends, it's kind of fun watching, but they're sharing it. And like my friend Russell, he, um, he has, you know, he's a Mormon too. So they share, they're sharing it like in seminaries and elders quorum. And it was kind of fun to how fast it's growing just inside the church. Cause everyone's like, cause they feel that same way. Like, man, I feel the same way. Um, I, you know, I, uh, I, I'm not, you know, if you're Mormon

and you're like, I don't treat the book in the way I should. And I also, there's this guy who felt the same way. And so now he spent a fortune, bought an original one. And now he's like taking us on the journey. All of a sudden people are like, Oh, I want to be part of that story. Right. Um, I'm sure that there's a lot of people who like, I think about Drew and get, I don't know Drew's whole story. I don't know him super well. Um, but, uh, um, you know, one of the biggest things in the weight loss space I see when people come, they try to teach people to lose weight, but they've never been fat in the past.

It's hard for them to get a lot of traction. A lot of times they can do personal training, but it's hard for them to blow up like as a celebrity, as a guru, as an expert, whatever you want to call it. Because, um, the masses are like, well, they don't know what it's like to be fat. And so he told that story. Now everyone's like, dude, this trainer who, wanted to prove to us that he could do this, he gained all this weight. And now it's a story we're sharing. It's a good hook.

You know what I mean? And the same thing happened with this. It was a story. So it started getting spread. And then this week I was like, I need another good hook and a good story. What can I do to get people listening to this now that it's live and it's launched? And so, um, some of you guys saw yesterday, um, I actually, um, there, there's this guy in the Mormon church. His name's Parley P Pratt. He lived back in the 1800s and he, um, someone gave him a copy of the original book of Mormons cause that's all they had back when they

first came out. And he started reading and he read it for an entire, he read the entire thing in a day. He said that eating and sleeping became a nuisance to him. And anyway, I found out yesterday was actually his birthday. So I was like, I'm gonna do part of the Pete Pratt day. So I took the day off of work and I went and I read the entire, I tried 18 hours. I didn't, I almost got halfway done. It's a big book. Um, but I read the whole thing and I talked about, I did Facebook live and I talked about it. And, um, and this is something I put $0 in advertising behind. I just posted on my personal wall, said, Hey, I'm doing this crazy thing and from that I think this morning there's like 3.9 thousand views over like 1,500 comments and likes and share like interactions with it and and hundreds and hundreds

of people subscribe the podcast from it and so it was like this thing like like I made a story an event a thing out of it and that's what got people excited was hooking the story and now people subscribe the podcast and if you Like I made a story, an event, a thing out of it. And that's what got people excited. It was a hook and a story. And now people subscribe to the podcast. If you're interested in my beliefs and my faith, if you go to BookOfMormonChallenge.com, you can subscribe and listen in. But that's kind of what it is, right? You're creating a story.

You're creating a hook and a story that gets people interested. Today, I'm actually filming a product. And what's the product? Well, I spoke at the 10X event. And the 10X event, I made in 90 minutes, I I did three million dollars so that's a hook and a story so I'm recording a five hour training today teaching how I did it because that's something that will sell like crazy people like will put out like you're that guy Russell he made 90 it made 3 million 90 minutes so you should buy the course figure how you did it like that that's the that's the key is like that story like I peed my pants I went fat to fit to. I read the entire Book of Mormon in a day.

I went and bought an original Book of Mormon. I made $3 million in 90 minutes. Like what's the story? You got to find those stories that are out there. And sometimes they don't have to be super grandiose at first, but like you need to have a story behind things, right? One of my bonuses inside of the Funnel Hacks program now is Traffic Secrets. And Traffic Secrets, I could be like,

hey, there's this course called Traffic Secrets and you get it today when you sign up now, right? But like, what's this hook behind it? Well, Traffic Secrets was a site owned by John Rhys. John Rhys did the first million dollar day and the product he sold was Traffic Secrets. And the course was so good, I ended up buying the brand from him.

I am spending almost a million dollars to buy it from him and I have all the wire transfers. And so when I now talk about that part of my bonus, I tell the hook of the story and the offer of that. Like the hook, I tell the story and then it's like now that bonus becomes super valuable because the hook and the story makes it way better. And so think about for your business,

like do you have a hook and a story? If not, that might be why you're struggling. And so if not, like figure one out. Like you gotta figure out a thing. Like what's the thing? Call your shot, do something big. Look at all the offers that are out there. Look at people that are having success. What are their commonalities? Look like what's the hook? What's the off? What's the story that they're, they're telling you? Like what's the thing? And figure

out how to create a story. Like for me with the Book of Mormon, like I was like, okay, I'm gonna read the whole thing in a day. Like, cause that's a story. Like, okay, go and do something like that. What could you do for yourself? You know, maybe it's, and this is what comes back to talk about sometimes, like getting results first, right? Like find somebody, let's say your weight loss trainer, find somebody and get the result on them or do it on yourself or, you know,

like become a lab experiment. Like the story is the key. Okay, now, again, I didn't know Drew prior to his Fit2Fat2Fit thing, but my guess, if I was to say, is if he was to go out there and he was to try to sell his weight loss program, I bet he did well as a personal trainer, but I bet he struggled as like selling the thing. But now he's got this story. Like he doesn't even have

to be that good at selling because the story, the hook and the story is so good. Um, okay. So there's your assignment. All my friends, all my people, is to figure out for you, whatever you're launching, if it's a podcast, an offer, an ad, a product, a service, whatever, what's the story? That's what you gotta figure out because the story will drive everything else behind you. What's the hook and the story?

And from there, it leads to your offer. Anyway, I gotta announce. Oh, I gotta start my training. All right, see you guys later. Bye. 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.