The Russell Brunson Show - The Secret To Longevity: Hooks, Hooks, Hooks

Episode Date: December 30, 2020

If you want to learn the secret to selling more of your products consistently, this is it… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. Good morning. This is Russell Brunson. Welcome to the Marketing Secrets Podcast. I'm driving to the office and it is raining outside. It's beautiful. But today I want to talk to you about something that I think so many of us entrepreneurs forget about. We get so excited about creating our product. We are so excited about actually building out our funnel and then miss this step. We do not miss it, but we don't do enough to keep sales consistently coming in. And that's what I want to talk to you guys about today. All right. Consistency in sales. This is the key, right? Everybody can launch a product and make a little bit of money. Everybody can put something out and get a sale every once in a while. How do you make consistent sales all the time? I remember when I was first just getting started in this game, there was this internet marketing forum back in the day called The Warrior Forum. And I was in there. I was a member. I was reading all the internet marketing guys posting, what they're talking about. And some guy posted something about, I can't remember what it was, but he posted something about his sales and how many sales per day he was making. And I remember I was just shocked. I was like, "Wait a minute, you make consistent sales every day?" I thought the whole internet marketing game was like, you create something and every once in a while someone buys it and you get some money to go play, you take your wife out on a date or something. It never crossed my mind there is a way to make consistency in sales. I still remember. I wonder if that post is still there from 18 years ago, whenever it was. But I remember posting, I was just like, "Wait, how do you get sales every single day?" That never crossed my mind as a thing, that that was a possibility. Because I think I looked at my business as a promotion, and I saw I was looking at launches as a launch. You launch it, and you make some money, then you got to create a new thing to launch. And I remember that was the first time it crossed my mind. And he didn't answer, and nobody answered. But I remember I was just like, "Oh, can you imagine what it'd be like to have sales coming in every single day? That'd be insane." And so, that's kind of the premise of what I'm talking about, because so many of you guys have a promotion or you've got something that sells every once in a while, but it's not like a business that's consistently generating cash, that you're consistently trying to grow. Right? And so, yesterday, actually last two days, we hired a really cool company called Chamber Media. And they are basically a contract we're doing, one big ad campaign per month with them for the next 12 months. So, what that means is I go into the studio, they write a script, they create a whole thing, and then we film it. And we filmed the video, and then while we filmed the video, we filmed anywhere from six to 10 retargeting ads at the same time. Right? And so, the last two days we actually did two of them. Well, the first one is like a Mission Impossible thing, because we're using it to sell one funnel away challenge. So, I was high waisted. How you say that word? I was in the air in a harness, flying around like, like Tom Cruise from Mission Impossible. And then, we filmed more stuff, it was so much fun. And then, yesterday was another one is kind of a first person shooter ad and... Anyway, so much fun. We did all things. And I remember at the end of it, they've got their behind the scenes video guy there filming behind the scenes and asking questions to people. And he asked me this question. He said, he's like, "Why do you guys spend so much money creating these funny ads? I just want to understand why you guys are doing this." And the second ad was for Expert Secrets, which is a book. And earlier today someone said, they're like, they've made a comment of like, "He signed a book that's free plus shipping. How was he able to spend this much money on an ad?" And so when the other guy asked me that question on camera, I was thinking for a minute. I said, "You know what? Most people, they spend so much time creating the product. Right? If we write in the book like, Expert Secrets alone was like an 18 month project, right? So it's like a year and a half of your life is dedicated to creating this thing. And then you go out and you create the funnel. And for me, that's like, I geek out for a long time. So, it's 30 days of me geeking out, deep diving Funnel Hacking a million people, writing the copy, doing the videos, all the stuff, the funnel. And then, there's the next phase, there's all different things that go into, right? And then we launch it. We make a whole bunch of book sales. And then for most people that's where it stops. And for me, it's like, "Why I keep investing time and energy money, making new ads and driving new traffic and all these kind of things." And it's like, if you think about it, it's because I love my products so much that I don't stop after we launched the product. Right? I want people to continue to read this book forever. I want millions and millions of copies sold. I want, when I'm dead, that there are still ads being run, my face on it, selling my books. In fact, I've told my team multiple times that if I die, they have permission to continue to run my ads every single day. That's my art, don't turn it off. I remember Billy Mays, who's probably one of the greatest pitchman of all time. When he passed away a couple of years ago, they cut all his ads. I think out of respect for him or for the family or something. But even OxiClean is number one best seller of all time, they cut all his OxiClean ads and put it in someone else. And, and I was just like, "Dude, what?" Ah, Billy Mays as the greatest pitcher of all time, the way he would want his memory to be remembered is people running ads of him. He doesn't care if he's dead or not. That's his art. He wants it to live on beyond himself. And so if my team is listening to this and I've deceased at this point and you're like, "Should we run Russell's ad?" Yes. Keep running the ad. Don't stop it. This is my legacy. I want to continue. You can even add a meme video, from beyond the grave, Russell's coming back to tell you about this book. That's how important it is. I don't care. Keep running my ad. But anyway, I digress. And so that's the reason why I spend so much money, because I care about the product. I don't want it just to be a promotion or one-off thing. Something that makes sales once in a while, I want this thing to sell consistently every single day for the rest of my life. Right? That's the big transformation in people's heads. And so, I think what happens in our world is, we spend so much time creating the product, right? So, we're trying to create a sales funnel, so much time creating the initial campaign that launches and sells it. And then we stop and we move on to the next thing. And in my mind is like, "What a tragedy. You spent so much of your blood, sweat and tears creating this thing." Like I told the guy in the camera, I was like, "My fingers literally were bleeding from writing this book." I don't want it to go down and as just a promotion, this is something that I want to keep pushing and keep driving and keep making sales. And so, the question comes back is, what do we do next? After the thing is launched, where do we put our creativity? Is it the next product? The next thing? And the answer is no. You put your creativity into creating more creative, more ads, more things to go grab people and hook them and bring them into your world. Right? If you read Traffic Secrets, all about hook, story, offer. You already have the story, you already have offer. Now it's going out, and you got to create hook after hook after hook, after hook after hook to grab more people and bring them in to hear your story. Okay. So, the last part which never ends is the creation of hooks. You are creating hooks and hooks and hooks and hooks to keep grabbing people and bringing them into your world. And that's where the creativity lies, I think us as entrepreneurs. And I'm as guilty as anybody. "My creativity is in the next book, the next project, the next funnel, the next thing." And it's like, "No, I need to shift more of my creativity into the next creative, the next ad, the next video, the next message. The next podcast, next thing is going to bring more people into my world." And so, in fact, it's funny, Steven Larsen, he messaged me yesterday on Voxer. He was like, "Dude, in the last..." I can't remember two and a half years or three years since he left ClickFunnels. He's like, "We've launched 90 funnels." He's like, "Only like three of them are making any money. So, we're like killing all the rest of them, and I'm going to start focusing my time on just creating more ads to sell those three that are actually making the money." I was like, "Yes, that's exactly what I'm talking about." And so, for most of you guys, you have something amazing. You've created something in the past. It's sitting there on the shelf, or in your ClickFunnels account that made money at once and stopped, or made a little bit, but not what you wanted, so you stopped. The answer's not, "Go make a new thing." It's, "Go create more ads, go create more videos, go talk more, make more noise, get your message out there. Throw out more hooks and hooks and hooks until you find the right hook." Recently watching Dean Graziosi's video from Funnel Hacking Live. He's talked about his book, Millionaire Success Habits. And they spent a year and a half, two years driving traffic to that book, and it did. Okay. Never did awesome. And he kept trying different ads, trying different ads. And it was a year and a half, almost two years in that he did this ad that had a different message, right? It was just a shift on the positioning of how he positioned the thing. And that was the one that hit. And since that point they've sold 500,000 copies of the book or more. But it was just shifting the message. But he didn't know what messaging was right. It took him a year and a half of creating lots of hooks after hook, after hookup hook, after hook, before he found the one that blew it up. Right? And so sometimes we just stop too early. We try a hook, it doesn't work, we're like, "Oh, I'm out." It's like, "No, no, no, no. The product might not be wrong. The funnel might not be wrong. It's your hooks were wrong. Like how many hooks you can throw out today? Is it one? Is a two? Is it 10? Is it 100?" Like, go create more of them. Put more out there, make more ads, create more videos, make more images. All the stuff we're doing, all the things happening around the product around the funnel are as important, if not more so. Well, they're definitely more so for your longterm consistency in sales, right? I think it was really fun yesterday, as we were creating these ads, every single scene of the ad, we'd create the ad, and then we would stop and we'd create retargeting ad right there. Right. And so for one video, we'd have six, seven retargeting ads. Today, I'm coming in, we have a landing page we're creating. And so, I'm trying to get his picture. So we're coming here, we're getting a picture. I was trying to like, "Give me the best hook for the pictures." So, I wore red shirt and red watch and red shoes, because to be bright, right? And the picture, we have these colored, the big colored sticky notes, all these things. Because I'm trying to create a hook to grab people's attention. Right? And then Brandon's coming over with his video camera. And after, we had the pitches landing page, I'm going to create 30 different ads to get people to the landing page. Right? So it's going to be me showing them landing pages, talking about landing pages, and there's all these little micro ads will run on Facebook and YouTube and Instagram and everywhere. All talking about the picture that is the pitch on the landing page to get somebody to opt-in. Right? And so I'll probably create 30 different ads today, all going to the landing page that we're developing today. And that's it. Right? And I'll probably have 30 ads, and probably 20 retargeting ads. So, it's just like, here's the one piece of content. Right? The landing page. But then from that landing page, we go back and we create 30 ads, 40 ads, 50 ads, all just pushing to the landing page. And they're all dumb. They're little, they're fun. And we have no idea which one is going to work, which ones aren't going to work. So, we just make a whole bunch of them. Right? And that's the secret. That's the key to longevity. So, anyway, I hope that I hope that helps. Especially if you guys who were frustrated, sales are down, you trying very hard to get consistency. You want to make this more of a, instead of a hobby, more of a full-time job. It's shifting your focus from the next product to the next ad, and putting in focus in your creativity there. So anyway, I hope that helps. Cool stuff happening and hope you guys are having great holidays. And now that said, I'm going to go inside and take some pictures and create some hooks, and hopefully sell some more books. I appreciate you all. And they'll talk to you soon. 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, and supply. AirTransat. Travel moves us. What's up, everybody? Good morning. This is Russell Brunson.

Welcome to the Marketing Secrets Podcast. I'm driving to the office, and it is raining outside. It's beautiful. But today I want to talk to you guys about something that I think so many of us entrepreneurs forget about. We get so excited about creating our product. We get so excited about actually building out our funnel, and then we miss this step. We may not miss it, but we don't do enough

to keep sales consistently coming in, and that's what I want to talk to you guys about today. 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. All right, consistency in sales. This is the key, right? Everybody can launch a product and make a little bit of money. Everybody can put something out and get a sale every once in a while. But how do you make consistent sales all the time? I remember when I was first getting started in this game, there was this internet marketing forum back in the day called the Warrior Forum. And I was in there and I remember I was like reading all the internet and marketing guys posts and what they're talking about and some guy posted something about um uh i can't remember

what it was but he posted something uh about his sales and how many sales per day he was making and i remember i was just shocked i was like wait a minute you make consistent sales every day like i thought the whole internet marketing game was like you create something and everyone's awesome buys it you get some money to go play you take your wife out on a date or something. It never crossed my mind there was a way to make consistency in sales. And I still remember, I wonder if that post is still there from, you know, 18 years ago or whenever it was, but I remember posting, I was just like, wait, how do you get sales every single day?

Like that never crossed my mind as a thing, like that was a possibility. Because I think I looked at, you know, my business as a promotion and I saw, uh, look at launches as a launch, like you launch it and you make some money and then it, you got to create a new thing to launch it. And I remember that was the first time like it crossed my mind and he didn't answer it. Nobody answered, but I remember I was just like, Oh, that, can you imagine that'd be like just have sales coming in every single day? Like that would be insane. Um, and so that's like, that's kind of the premise I want to talk about because so many of you guys have a promotion or you've got, um, you know, something that sells every once in a while, but it's not like a business that's consistently generating cash that you're

consistently trying to grow. Right. Um, and so yesterday, actually the last two days, uh, we hired a really cool company called chamber media and, um, they are basically a contract. We're doing, uh, uh, one big ad campaign per month with them for the next 12 months. So what that means is I go into the studio, they write a script, they create a whole thing. And, um, and then we film it and, uh, we film the video. And then while we're from the video, we film anywhere from six to 10 retargeting ads at the same time. Right. And so, uh, the last two days we actually did two of them. So, and both of them were like, well, the first one's like a mission impossible thing because we're using it to sell one funnel away challenge. So I was hoisted, how do you say that word?

I was in the air in a harness flying around like Tom Cruise from Mission Impossible. And we filmed all this stuff and it was so much fun. And then yesterday was another one. It's kind of like a first person shooter ad. And like, anyway, so much fun. We did all things. And I remember at the end of it, they've got their behind the scenes video guy there, you know, filming behind the scenes and asking questions of people. And he asked me this question. He said, he's like, why do you guys,

um, spend so much money, um, creating these funny ads? Like, like, I just want to understand why you guys are doing this. And you know, was for Expert Secrets, which is a book. And earlier today, someone said, they made a comment of like, he's selling a book that's free plus shipping. How is he able to spend this much money on an ad? And so when the other guy asked me that question on camera, I was thinking for a minute. I said, you know what? Most people, they spend so much time creating their product, right? For me writing the book, like Expert Secrets alone was like an 18 month project, right? So it's like a year and a half of your life is dedicated to

creating this thing. And then you go out and you create the funnel. And for me, that's like, you know, I geek out for a long time. So it's 30 days of me geeking out, deep diving, funnel hacking a million people, writing the copy, doing the videos, like all this stuff, right? Okay. The funnel. And then, and then there's the next phase, you know, it's all different things to go into, right? And then we launch, we make a whole bunch of book sales. And then for most people, that's where it stops. And for me, it's like, why do I keep investing time and energy and money making new ads and driving new traffic and all these kinds of things.

And it's like, if you think about it, it's because I love my product so much that I don't stop after we launched the product. Right. Like I want people to continue to read this book forever. I want millions and millions of copies sold. I want when I'm dead that there are still ads being run with my face on it, selling my books. Um, in fact, I've told my team multiple times that if I die, they have permission to continue to run my ads, um, every single day. Like that's my art. Don't turn it off. I remember, um, Billy Mays, who's

probably one of the greatest pitch men of all time. Um, when he passed away a couple of years ago, they cut all his ads. Um, uh, I think out of respect for him or for the family or something, but even like OxyClean is number one, bestseller of all time. They cut all his ads um uh i think out of respect for him or for the family or something but even like oxyclean is number one best seller of all time they cut all his oxyclean ads and put in someone else and and i was just like dude what ah like ah billy mays as the as the greatest pitchman of all time like the way he would want his memory to be like remembered is like people running ads of him he doesn't care if he's dead or not like that's his art he wants it to live on beyond himself and so if my team is listening to this and I'm, I've deceased at this point and you're like, should we run Russell's ads? Yes. Keep running the ad. Don't stop it. This is my legacy.

I want to continue. You can, uh, yeah, you can even add a meme video, like from beyond the gray, Russell's coming back to tell you about this book. That's how important it is. Like, I don't care. Keep running my ads. But anyway, I digress. Um, and so that's the reason why I spend so much money, uh, because I care about the product. I don't want it just to, to be a promotion or one-off thing. If something makes sales of once in a while, I want some, I want this thing to sell consistently every single day for the rest of my life. Right. That's the big, that's the big transformation in people's heads. And so I think what happens in our world is we spend so much time creating the product, right? So much time creating the sales funnel, so much time creating the initial campaign

that launches and sells it. And then we stop and we move on to the next thing. And in my mind, it's like, what a tragedy. Like you spent so much of your blood, sweat and tears creating this thing. In fact, I told the guy in the camera, I was like, I was like, my fingers literally were bleeding from writing this book.

Like, I don't want it to go down as just like a promotion. Like this is something that I want to keep pushing and keep driving and keep making sales. And so the question comes back is what do we do next? Like after the thing is launched, where do we put our creativity? Is it the next product, the next thing? And the answer is no.

You put your creativity into creating more creative, more ads, more things to go grab people and hook them and bring them into your world, right? If you read Traffic Secrets, it's all about hook, story, offer. Like you already have the story, you already have the offer. Now it's going out and you got to create hook after hook, after hook, after hook, after hook, after hook to grab more people and bring them in to hear your story. Okay. And so the last part, which never ends is the creation

of hooks. Like you are creating hooks and hooks and hooks and hooks to keep grabbing people and bringing them into your world. Um, and that's where the creativity lies. Like I think us as entrepreneurs and I'm as guilty as anybody, like my creativity is in the next book, the next project, the next funnel, the next thing. And it's like, no, I need to shift more of my creativity into the next creative, the next ad, the next video, the next message, the next podcast, next thing is going to bring more people into my world. Um, and so in fact, it's funny, Steven Larson, he messaged me yesterday on Voxer and, um, it was, uh, he was like, dude, in the last, I can't remember two and a half years or three years since

he, he, uh, left ClickFunnels. He's like, we've launched like 90 funnels. He's like, there's only like three of them that make any money. So we're like killing all the rest of them. And he's like, I'm gonna start focusing my time on just creating more ads to sell those three that are actually making the money. I was like, yes, that's, that is exactly what I'm talking about. Um, and so most of you guys, like, um, you have something amazing.

You've created something in the past that's sitting there on the shelf, you know, or in your ClickFunnels account that made money at once and stopped or made a little bit, but not what you wanted. So you stopped. The answer is not go make a new thing. It's go create more ads, go create more videos, go talk more, make more noise, like get your message out there, throw out more hooks and hooks and hooks till you find the right hook. Uh, I recently was watching, um, um, Dean Graciosi's video from

Funnel Hacking Live. He talked about, uh, his book, Millionaire Success Habits. And they spent like a year and a half, two years, like, uh, driving traffic to that book and it did okay. Never did awesome. And, uh, he kept trying different ads, trying different ads. And it was like a year and a half, almost two years in that he did this ad that had a different message, right? Uh, it was just a shift on the positioning of how we positioned the thing. And that was the one that hit. And since that point, they've sold like 500,000 copies of the book or more.

But it was just shifting the messaging. But he didn't know what messaging was right. It took him a year and a half of creating lots of hooks after hook, after hook, after hook, after hook before he found the one that blew it up, right? And so sometimes we just stop too early. We try a hook, it doesn't work. Like, oh, I'm out. It's like, no, no, no, no. The product might not be wrong. The funnel might

not be wrong. It's just your hooks were wrong. Like how many hooks have you thrown out today? Is it one? Is it two? Is it 10? Is it a hundred? Like go create more of them, put more out there, make more ads, create more videos, make more images. Like all this stuff we're doing, like all the things happening around the product down around the funnel are as important, more so. Um, well important if not more so um well they're definitely more so for your long-term like consistency in sales right um it was really fun yesterday as we were creating these ads um every single scene of the ad we create the ad and then um we would stop and we'd create a retargeting ad right there right and so for

one video we'd have six seven retargeting ads. Today, I'm coming in, we're making, we have a landing page we're creating. And so, I'm trying to get this picture. So, we're coming in here, we're getting the picture. And I was trying to like, what's gonna be the best hook for the picture? So, I wore a red shirt and red watch and red shoes, like, to be bright, right? And like, the picture, we have these colored,

big colored sticky notes, all these things. So, like, I'm trying to create a hook that's gonna grab people's attention, right? then uh brandon's coming over with his video camera and um after we have the picture of the landing page i'm gonna create like 30 different ads to get people to the landing page right so it's gonna be me like like um showing them i'm talking about landing page and there's all these like little micro ads will run on facebook and youtube and instagram and everywhere all talking about um the the picture that is the picture on the landing page to get somebody to opt in. Right. And so I'll probably create 30 different ads today, all going to the landing page that we're developing today.

And that's it. Right. And I'll probably have 30 ads and probably 20 retargeting ads. So it's just like, it's just like, here's the one piece of content, right? The, the landing page. Then from that landing page, we go back and we create 30 ads, 40 ads, 50 ads, all just pushing to landing page. And they're all dumb. They're little, they're fun. They're go back and we create 30 ads, 40 ads, 50 ads, all just pushing to landing page. And they're all dumb. They're little, they're fun. They're like, and we have no idea which one's going to work, which ones aren't going to work.

So we just make a whole bunch of them. Right. And, and, um, that, that's the, that's the secret. That's the, that's the key to longevity. So, um, anyway, I hope that, I hope that helps. Um, especially if you guys who are, who are frustrated, sales are down, you're trying to get consistency. You want to make this more of a,

instead of a hobby, more of a full-time job. It's shifting your focus from the next product to the next ad. And putting and focusing your creativity there. So anyway, I hope that helps. Cool stuff happening. Hope you guys are having great holidays. And with that said, I'm going to go inside

and take some pictures and create some hooks and hopefully sell some more books. All right, I appreciate you all. And I'll talk to you soon. Hey everybody, this is Russell again. And really quick, I just opened up a texting community, which means you can text me your questions. And right now I'm spending anywhere between 10 and 30 minutes every single day answering questions through text message to people who are on the podcast. And so I wanted you to stop everything you're doing, pull your phone out and actually text me a message. Okay.

And the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's going to happen is I'll add you to my phone and then they'll send you back a message where you can add me to your phone. And then we start having conversations. On top of that, through this texting community is where I'm going to be giving out free swag, giving away free copies of my book, let you know about book signings, about times I'm coming to your local area and a whole bunch more. So I want to make sure you are on this list. On top of that, every single day I'm sending out my favorite quotes, my favorite frameworks and things you can get for free only through my texting platform. So

what you need to do right now is pull out your phone and text me at area code 208-231-3797. One more time, that's 208-231-3797. I can't wait to hear from you right now.