The Russell Brunson Show - Unlocking Steve J Larsen’s "Dramatic Demonstrations" Event

Episode Date: April 26, 2024

Steve Larsen and I have hit the stage together many times to unpack the power of Dramatic Demonstrations. And as we gear up for our upcoming book, Steve is orchestrating an extraordinary event just for you! Hear how Dramatic Demonstrations may just be the answer to skyrocketing ad costs, helping you retake control of your lead generation and sales online. Get your ticket before they’re gone! Register For The Event At: https://dramaticdemonstrations.com 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? Welcome to the Marketing Secrets Podcast.

So excited to have you guys here today. I got a really cool guest I brought into the studio, to the office here at ClickFunnels HQ. Someone's been with me for a long time, Steve Larson. Used to be Steven Larson, then went to Steve Larson, but Then he put a J in the middle, so Steve J. Larson. One of my favorite people in this world, and I'm excited about it, is we're working on a really cool project about dramatic demonstrations. We're writing a book about dramatic demonstrations. I thought, for the podcast, let's have them here, and we'll talk about dramatic demonstrations,

what they are. What was cool was during the interview, we did some really cool things. We talked about some old dead people, like P.T. Barnum, stuff he did. I talked about Farmer Burns, some old things he was doing to market back in the day. But then we went very specific on like campaigns that we've actually both run both, uh, like dramatic demonstrations to launch YouTube videos, dramatic demonstrations, launch books, dramatic demonstration, launch courses.

Like, so if you have anything you're selling, uh, there's going to be some really cool ideas for you. Like, here's how you can use the dramatic demonstrations to get more noise, more attention. Um, we shared, I shared a strategy that I've never shared anywhere except for at my inner circle group. So people pay 50 grand a year. They know about this. Nobody else. I wasn't going to share it, but they're like, I think we're like 40 or 50 minutes in. I like just dropped it. And then, yeah, so now you guys have that as long as you make it through the podcast interview, which would be really cool. So with that said, I hope you guys enjoy this episode of the marketing

secrets podcast. Welcome to the marketing secrets podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show. What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today I'm with a special guest, and this is probably also going to go on his podcast.

So this is a dual podcast. His name is Steve J. Larson. Steve, how are you today? Excited to be here. I'm excited to have you here, man. This is like when we first moved into this building, you were part of it. You were helping me knock down walls and build the whole thing. And we sat in here for all day and all night for years. Years. Long time.

Many hours. So it was awesome having you back. And do you want to talk real quick? So people listening to mine, mine's the Marketing Secrets Podcast. Come subscribe to my channel if you're not here. For your podcast, where do people subscribe to get onto yours? Yeah, just stevejlarson.com and talk all things business and life. Cool.

So I'm excited for this one because we have an event coming up really soon called Dramatic Demonstrations, which is something me and you have been geeking out about for the last two or three years. And so I thought it'd be fun just to kind of brainstorm, talk about dramatic demonstrations and get people excited about what they are and what they're not. Do we have a link right now where they could register? I know we're doing a pre-event

for people who want to come watch it ahead of time. Do we have a link for that? Yeah, yeah, dramaticdemonstrations.com. Oh, what a great domain. How did we know? So, and we're doing a three, like a three hour pre-event, right? Yeah, yeah.

It's like a, like a preview. Like here's what it's about. Yeah. So you can go register that for free, which you should. And then come on to the live event if you guys want to come hang out with us so that's kind of the long term anyway in the short term over the next hour so we can talk about dramatic demonstrations so um i'm trying to get the chicken egg when did we first start talking about this do you remember yeah i remember it was like

2019 the world was about to shut down and i was doing like a nerd out sesh on the whiteboard and i was like oh you know i wonder if there's any weird patterns on how PT Barnum did these launches, you know, how he used marketing. And, um, as I started listing out all these big famous stories, it's like, Oh my gosh, he has like a launch model every time he launched anything. And whether or not it was a product that no one had ever heard of, or there's a product that everyone knew of. And he was trying to out position somebody else. And, uh, I remember I was dropping something off at your house i don't know if you remember this but we were getting ready for fhl 2020 and i'm walking out i was like hey man you know that look and you and i have that look crazy look yeah it's a crazy marketing look like i gotta brain dump this to somebody who understands

it and i remember just vomited on you for like an hour and a half and uh fhl happened and then it was like six months later you's like that was cool we should do something it's kind of where it came from so cool i remember because me i was i was reading dan kennedy book and in one of the chapters he said the phrase about he said that phrase dramatic demonstrations i was like oh i'm like that's what this is like it's it's not like if people thought i'd do a product demo do whatever so you know it needed to be bigger and i heard that phrase from dan kennedy i think that's when i bought the domain name i'm like i need to buy this and then we start talking i was like this is the thing we

should talk about dramatic demonstrations and by the way those who are watching the video version in my hand i've got a little mini pt barnum he's here with us today this is uh actually hallmark made these pt barnum dolls back uh in 1979 so this doll is older than i am so this pt so you know in memory of pt barnum and all the greats we've been talking about um he's here with us today so that's the the weird little dude who's sitting here on stage if you're wondering who he is. So I'm just going to start buying a bunch of those and like stack them on your car, a little voodoo doll. PT Barnum everywhere.

So I think this is fun because I think both you and I, maybe it's because we hung out for so long, for so many years, we both geek out on people and figures from the past and marketing from the past, right? For me, it really started because of Dan Kennedy you know I got in his world I was doing internet marketing and he was talking about fax machines at first I was like what does this have to do with with me and then later I realized what you know how I could apply it to my business and so for me I started geeking out looking at old people's stuff just like you did and then you've gone kind of the same route so I

don't know where that all came from but was PT Bar on the first one you kind of studied when you were looking deeper than other people as well? actually it was uh it was because of you i was doing an event early 2019 and uh you it's actually when you keynoted at okay yeah yeah yeah you know 600 people right and i remember after the fact you said to me you sent me a message and you go have you ever studied claude hopkins i was like no i don't know who that is and he goes you said claude yeah you're like claude hopkins is like the original scheme man or offer guy at least to call him you know you told me right they used to call him scheme men but they're cool schemes have got such a negative connotation about they used to call people scheme men

and that was the person who created the offer in a company was a scheme man yeah such a cool name and that's like a weird thing but like back then a totally different meaning and then that's when i started just kind of like peeling back the layers of the onion. And I was like, this is awesome. And then I got into Albert Lasker and just all these different people. And then that's when Barnum came up. I was like, who's this guy? And then there was like.

Oh, he's the most prolific of them all. Yeah, he was like at 10x the amount of volume and content compared to all the others. And so it was just fun to go deep. What's interesting is, as you know, the very first time we spoke at Funnel Hacking Live about dramatic demonstrations, we talked about P.T. Barnum, and then I think you had the idea originally, we should give P.T. Barnum a two-comma club award.

So during the event, the screen opens, they bring out a big old statue or a big cutout of P.T. Barnum and give an award. But what's interesting is he actually was the second, you knew this, I mean, he's the second millionaire in U.S. history, right? Yeah, second millionaire in America. Who was the first one uh he was a drug dealer actually which i think is kind of funny so see yeah so drugs or yeah or entertainment but for me i think

the first one so when i got in this business matt fury was the first people i studied he was he's not doing a lot of stuff nowadays a lot of people know who he is but he was an amazing marketer i mean he was in the wrestling space initially so i started buying his wrestling courses while i was wrestling not knowing anything about business or anything and he had this course that came out it was the farmer burns course it was this old guy from 1919 who was a who was this uh wrestling coach and stuff so i remember that guy right yeah yeah it was like i spent like it was like 50 for this book and i'm in high school kids i'm like saving up money to buy this farmer burns wrestling course in the 1900s because Cause he talked about the old guys, how they, they were way

tougher this nowadays. And, um, and I remember, uh, on the sales letter, he was selling the course Matt Fury told this story and, uh, you see in my gym, I have a pitch. I found an actual picture on eBay. So what, uh, what farmer Burns was doing, this is a perfect example of a dramatic demonstration. So, um, he was trying to sell his wrestling course so he would go to city fairs all across the country nebraska iowa whatever and he'd go to city fairs and he would set up um a hangman's noose he'd wrap an entire thing around his neck and then they would pull the the the floor and floor drop and they'd do like the six inch or however a six foot drop which would normally break it like that's how people die they people think that that strangling

you die from being strangled you just the drop and it breaks your neck and that's how people die. People think that strangling, you die from being strangled. You just, the drop and it breaks your neck and that's how you die. And you're laying there hung. So they would do that. He would drop and his neck was so thick. He'd sit there and he'd whistle Yankee Doodle Dandy while the crowd went crazy around him. And then he'd sell the wrestling course. And he went from city to city to city. And that's how he became Farmer Burns was this crazy dramatic demonstration, right? And it's like, cause back then they didn't have TV or internet or anything. It's like, back then they didn't have tv or internet anything it's like we have to do something amazing to get attention so that's what that's what these guys were doing and like nowadays people are so lazy that they just like put up a facebook ad in

a funnel and hold for the best right yeah i think that's what we're trying to inspire people it's like no they do do amazing things um to get people's attention and i'd love for you to talk about some of i know there's so many cool pg barnum stories but any of them that you can share that just gets people wheels in their head spinning like how people were doing then and then maybe we can dive into nowadays like what what we're doing yeah totally you know the one that immediately comes to mind is actually the jenny lynn story i love the story there's whole books on this um jenny lynn was basically america's first female rock star and uh but she was really a nobody in america so the story goes that P.T. Barnum is a little bit later in his career, and he had this reputation with the public of being a hoaxman.

And so in efforts to be seen more professionally, he's like, I'm going to go work with someone who's big and famous. Be more classy. Be more classy. That's the whole motivation he had for it was to just change how the public saw him. So he goes and he's like, oh, I love Jenny Lynn, famous opera singer in America. And what if I started partnering with her? I'm going to have her public saw him. So he goes and he's like, he's like, oh, I love Jenny Lin, famous opera singer in America. And what if I started partnering with her? And I'm going to have her come to America.

I'll sell out her shows. She'll sing her opera, you know, and she'll be a business partner of mine. And so he's psyched about it, goes into a little bit of debt to bring her to America, you know, across the ship. And as he's like stoked about it,

the story goes that he's walking down the street and he's like, you know, woohoo, I'm bringing Jenny Lin to America. Jenny Lynn's coming to America. And he's not really getting the reaction he wants. And he's saying it to people as he walks down the street, a doorman goes to open the door and he's like, who's Jenny Lynn. And it's at that moment that he realizes, oh my gosh, I'm bringing a nobody. Like no one knows who this lady is. I, he's a centric, you know, he found out who he's obviously wealthy. So he has the resources to kind of learn outside of America at that point and no internet, you know? And so he is, uh, oh my gosh, I have to go figure out how to basically get a

no one famous. And the reason I love this story is because entrepreneurs, they, as they go create a brand new offer for behind the scenes, you know, it's kind of like Jenny Lynn. No one knows who she is. No one knows that the entrepreneurs made this offer and PT Barnum made her into us into a somebody as she's on the ship. And so he, he first gets, um, all these reporters to just create story about her in the news. And the challenge was that no one had ever really seen her before because there's no internet. And so these artists are like practicing pictures of her and they're trying to guess what no one ever heard her sing either. And, uh, you know, so they start like, Hey, here's what she's like, her personality, her dislikes. And so he starts creating this character that no one's ever met, but just the idea of it in people's brains. But then he goes out and he's starting to have like, he auctions tickets to

the events. He has a poetic competition and all these poets do these uh you know she's not even to america yet right and uh these poetic competitions and on the dock where the ship's gonna arrive he has genuinen swag and bakery good they actually ended up coining it lindomania because and she didn't know this was gonna happen so she arrives on the ship and there's such hysteria like true legitimate first time in america hysteria over a celebrity that pt barnum created from someone no one had ever heard of before 30 000 people show up at the docks and there's like these stories of all these men paying maids to steal hairs from her comb like really like weird stuff like people were weird back then too yeah it's nowadays no it's still around it's just easier with tech you know so it's funny because like this is like the first

real story though where where some like celebrity was created out of nothing out of thin air and she didn't know this was going to happen and so she kind of broke up the band after a while like 90 shows in just got tired of him and she couldn't sell any shows and i think it's one of the biggest parts to it is that as soon as the noise any shows and i think it's one of the biggest parts to it is that as soon as the noise machine ended and barnum stopped putting stories in the press and he stopped doing competitions and jvs of that day with other opera singers like the money dried up like what a powerful story and so like at the heart of it this the thing that i take from that is that at the heart marketers are event throwers you know and we might do an event in so many different ways today

but it's like we're that's really what we do yeah now your magnum administration is key yeah one thing for those who have seen the greatest showman and know jenny lynn through that they did not ever have an affair like was portrayed in the movie i was hollywood trying to ruin his image little pt barnum here in my hand he never did that kind of thing he's great so yeah in fact funny if barnum's wife and jenny lynn did not get along oh yeah she called pto cow several times and like anyway they didn't get along that's hilarious yeah um okay so i want to talk about then like for people listening to this because you know obviously i mean you geek out on the stories back then but everyone's like well how does this work for me today what does that even look like and so

um i think it'd be fun to go back forth on just stuff we've done in the past i was just as you were talking i think like funnel hacking live is a good example of an offer that we do every single year and it's a it's for us the hardest thing we sell like events are hard to sell because you got to get somebody convinced that they got to take time off work and get a ticket and hold sales and flights and figure out what to do with the kids and the spouse like it's the hardest thing we sell right so for us it's always like like and people always ask me how do you sell so many tickets to your event i'm like well it's because we're selling them you know all the time doing all sorts of stuff throughout the entire year trying to get excitement and noise i remember

um one of the one of the dramatic demonstrations we decided to do was a telethon i was just thinking that one i remember back in the day um uh watching telethons and like PBS was like, I remember one day, I can't remember who I said to. I'm like, we should have telethon. And usually it's Dave would be like, we should totally do a telethon. And so like in this room that we're in right now, they set up tables and people with phone calls, like phones back there. And like, and Dave had the whole money suit on and we just jumped on it for,

I don't know how many hours. It was like four hours. Yeah. It was like the Facebook lives and all the Facebook lives we're like call right now call right now we're doing this crazy prizes get away stuff and just it was chaos i think we sold i don't know a couple like 100 something tickets that day where we are normal day myself three or four tickets you know and it's just this huge thing and then it was over but then i still get people today like do you remember that telethon you guys did the one time and it was just a a random a random drag

demonstration to try to try to recreate and like to get noise about an offer right you always talk about this like the goal is like you're creating a hook and the hook is that's what the dramatic demonstration is right can i explain people what that is because i think a lot of times they like the telethon wasn't funnel hacking live it was a hook to get people interested so we could then sell them funnel hacking live you know what You know what I mean? Yeah. Yeah. I think the danger is that some people look at a dramatic demonstration as the same thing as a launch. And it's like, they're not really the same thing. You're still launching.

You're doing something to get attention. But the real key piece is this little offer hook part. My favorite way to explain it is back when I was a door-to-door sales guy. And for two summers, door-to-door sales. I sold pest control and I sold security and I was also a telemarketer and um I did it because I heard Kiyosaki once say in college he's like if you're gonna be an entrepreneur and you haven't learned how to sell you're never gonna be an entrepreneur so I was like make a hard coach put me into the toughest place you know door-to-door sales delivered that sucked but no but I remember though that there was really

anyone in sales knows there's there's really two parts to the script and not talking marketing literally just sales you know it's like when i go knock on the door and the opening was like you know what's up hey i'm spraying the jones's house down the street with the truck is here uh that's half our cost so we can do for 50 off is four or five o'clock okay for you today you know we just went straight very sumptive close yeah straight in very sumptive close what time and then but the whole point though and i mean very rarely would someone go five o'clock and instead what it would do is smoke out their issues and we you know address them and get around but the whole point though is that's really part one of the script and we were not allowed in fact my

sales trainer would ask me did you get to the And we were not allowed. In fact, my sales trainer would ask me, did you get to the question? We were never allowed to go to part two of the script where we talk about the offer until we got them to ask one question, which is how much is it? Or tell me more, you know, and that key question right there allowed us to then present the offer. And, um, I think that's the danger a lot of marketers have today is they're assuming when they go to put out their marketing copy, they're assuming that people

are already saying, tell me more. When really you haven't done part one, which is all this stuff that you're doing. Tell me more. How much is it? And marketers get in trouble because they're like, raise your hand. Come on, get it up there.

Yeah, yeah. You want me to talk about my offer? Yeah, yeah, yeah. Raise that hand. Yeah. And then it's like offensive. It's not a collaboration you know communication between the two yeah yeah interesting so how's that like should i pitch that for people to make sure they

understand so like yeah give me an example of something you've done yeah um specifically that breaking dramatic conversation from the offer and like separating those two things yeah yeah i have one uh that was uh for you actually the remember the um you know the weight loss uh thing there so the scenario is this lady right that you you wanted to go put out uh products for and supplements for she's like hey um i said hey who's the dream customer and she goes i want to work with somebody who is trying to lose weight they once felt like they were the pretty girl um they want to go, you know, and get more. They want to feel better about themselves, be more confident. And they just feel like life has gotten in the way.

And so what we had to do is we had to identify a story that wasn't sales material. You know, it was really getting someone to say, tell me more. And so this whole hook was like, hey, you just looked at the last picture of you at a party and asked yourself, is that what I look like? You know, and you want, you've known what it's like to get a man sneaking glance. How come you don't have that anymore? And now you have this diagnosis you kind of feel secret about, and now maybe a relationship didn't turn out the way you want to. And, um, you know, and then we basically said, what could you do to get revenge on all these things that have happened in your life? Only using your body.

And we got get your revenge body.com, which is when the right person hears that, they go, tell me more. And we're not walking around. It's not a sales script. It's getting someone to just go, wait, what? It's just hand raising is all you're really doing. So if you think about that, like for anyone watching or listening, it's like look at everything you're doing in marketing today and ask yourself, does this get someone to raise their hand? Or am I already asking them for money and we're not even in a relationship yet?

That's really a good way to figure out what you're doing. Yeah. How do we get their attention? How do we get them to stop? How do we get them to want more? Yeah. Initially create the desire. It's interesting because like when I, I'm thinking about, it's funny, I'm obviously

planning Funnel Hacking Live. You know, if you're taking shit go to funnel hacking live.com you're crazy but i'm also thinking like like what are campaigns we've in the past and so i always think like what's something that's hot right now so two two years ago when nfts were like the thing it was like oh nfts are so cool so i was like okay we know this is a thing that people are talking about like how do i how do i um how do i use that as a hook to get, like take something that already interested in and throw my, my message out there to like hook upon it and use the, use the existing attention of what's happening. Right.

So we did that. So we did this whole, it was like NFT, FHL.com or something. And like, and I remember we took everyone who had ever been to funnel high in the past. And we,

we had these like bank bags. I put a sales letter to the big old NFT. I can't remember all the stuff on it. And we shipped it to everyone who ever bought it too. So it's like 17,000 people who had come to Funnel Alkaline in the past. We sent this thing in the mail, they got it, they were able to read through it,

and then it was like, there's a live event coming, this is just for you guys, nobody else. And so 17,000 people had a private invite to this NFT event, and then we came on, and we're talking about NFTs and why they're so cool. I'm like, this year's FHL, Tom Billy's gonna come talk about NFTs, which is amazing, show you how you use NFTs

inside your funnel. But on top of that, we actually created NF NFTs for all you guys who've been to funnel like that we made an NFT for each each year right so and then it was cool as I used I used this whole NFT angle to be able to sit there and like present to people so it was crazy we had a couple thousand people on this presentation and they sat there for hours I went through I was like okay those were 2015 how many guys are 2015 I'm like this is the NFT you get you get if you're here for 2015. I showed them the thing and I was like, let me show you guys a video. So I showed the sales video from 2015 FHL. So they saw that. I came back and I was able to pitch, go get tickets. And I showed the 2017 one and the same

thing. It's like for two hours, they're watching these little video presentations about old events. They got an NFT for being there. So they got nostalgia. Like, I remember being there. I remember like I told the story behind each event and by the time it was done you know people sat there for like 90 minutes me doing like story time with russell and they're like people are crying like i remember that event i want to go back and all these people like re-bought tickets afterwards but it was like it was like creating this desire and a hook and like just something different to like get out there to like re-get their attention right yeah um that's the hardest thing nowadays is there's so much i don't know just like everyone's so busy and like attention

is the key right yeah and it's the hardest thing to get and we're competing not just against like the people in their life you're competing against like some of the greatest people we're competing against joe rogan the ufc nfl nba like everyone's fighting for the same eyeballs every second on each other's phones right that's who we're competing against everybody else it's like how do you create something that's already got their interest and you're grabbing those people and then bringing them back bringing it back in i was thinking yeah and just okay i was thinking about this a while ago i was like so what really if attention is the goal and there's all these ways to get attention like what really is the precursor like the leading indicator to attention and it's really noise you know like we look at the origin of sound

and that's true even on a phone or whatever like uh and you can make no i think the problem is that when people hear marketing and they hear the word noise they think annoying you know but you can make positive noise you can make things that people are excited about always yeah music is not right and it reminds me of that do you remember when we did um this is a long time you remember the the 24-hour funnel build that we did yeah remember we built like four different companies funnels in one day because i was like i just watched like every 24 hour or from the tv show 24 i'm like we should do that that was that was a fun insane night do you remember so brandon you guys can't see me behind the camera he was there filming and editing like by like 4 a.m he was laughing uncontrolled because he was so tired and we couldn't stop i forgot about that remember that 100% we should do that

again but that's like we should relaunch that episode like just show everybody that whole the chaos that came from that that's really fun well i think that that's like the i think where people sometimes i hear dramatic demonstration they get a little bit hung up too is they hear the word dramatic and they're like i gotta do the equivalent of bringing a celebrity from europe you know i gotta go and or whatever but it can just be doing what you do in a really unique way yeah you know just something building for 24 hours it's something interesting say how do you do something that's yeah doing like we just built funnels 24 hours or and then we went to the movie theater and launched the episode like a few

a few hours later remember that like go take a nap or a paper then come back and watch it yeah oh my god so much fun that's crazy we did a lot of crazy stuff back in the day there we did add some more like chaos back into back into our lives too civilized yeah it's so interesting um all right funnel hackers listen up it's 2025 and let me ask you, are your B2B ads actually driving results or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people.

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you've been talking about so so much every time we have a new like offer trying to launch my next question like what's a dramatic demonstration like my mind is thinking so it's like um like what is something we create big to again get excitement and attention and what's interesting those who last year's talking live tim shields spoke uh on the late night session about uh dramatic demonstrations that he does dramatically, right? And he's interesting because he was, in his past, he would do courses, right? He did courses about photography and things like that from his house. And then he thought, what if I made this more exciting for people? And so what he would do is he would go find a spot.

So the very first one he did was this, he went to the Grand Canyon, it's the side of the Grand Canyon. And he did his live webinar there. It was the same webinar, nothing different other than he's like, I'm taking you guys to the side of the Grand Canyon. And he did his live webinar there. It was the same webinar, nothing different other than he's like, I'm taking you guys to the side of the Grand Canyon. It's going to be amazing. And he brought Starlink out there, and he did the whole thing. And he actually recorded a course out in the Grand Canyon, and then he did a webinar from there showing them the stuff and then sold them the course.

And, well, he got the course free when they signed up for his continuity program. So he's totally doing the MIFGI, playing the playbook. But it was really, really cool. I had him share it with everybody but like he said it but it didn't really click i was like that's cool i wish i was a photographer because i could do that and he showed how he did it in like banff canada and this other place like all over the world doing these cool things but again i don't know i'm sure people at home are similar to me like that sounds really cool i wish i could do that and i kept saying that and then he joined uh the atlas groups then like three weeks later he's here on the stage in Boise and he's shown the whole thing

again. I was like, Oh, I wish I was a photographer. I could totally do something cool like that. And he said, see, it's something that got me a little closer to realizing, but I still didn't pay attention. He's like, he's like, the key is this. And so this is like for anyone who's taking notes. He said, the key is this. He's like, you have to take your customers to a place that they wish they could go, but they would never go on their own. And I was like, Ooh, that's so cool. Took a note,

still didn't, didn't drop. They didn't, didn't sit in my head and they looked at me directly. I was sitting right there. He looked at me. He's like, Russell,

you know what I'd do if I was you? I'm like, what? He's like, your people would love to go to Dan Kennedy's basement. You hear, you always talk about it. If I was heard about,

they can't go there. There's no internet there. He's like, you should bring a Starlink to Dan Kennedy's basement and go live from there. I was like, Oh, I had to be handed me on a silver platter before i got it yeah but then i got it and hopefully like from that process and he was like we'll now get it but i'm like now in my head i'm like where else could i be doing these things out right i was like um we're supposed to go out to wise virginia which is napoleon hill's uh home and we're just gonna go do a mastermind there i'm like i'm so stupid like i should be doing it from there like Like we, last month we were at, um, in Chicago, Earl Nightingale's place.

And we were in the, the archives and all this stuff. And I didn't, I didn't even think about it. Like I should have brought it there. Like, it's just like, if you're doing something anyway, it's like, like whatever you're doing as a business owner, like bring them there. Right. Um, like what are you doing anyway? And like, and they let people experience that journey.

That's part of like the intrigue. And that's part of, it could be another way to look at a hook you know it's just a little bit differently so dan we did that and we ended up by doing that one dramatic demonstration we signed up more people in the 15 minute window than we had in like eight months with paid ads through our traditional funnels it's like the power of it's insane it wasn't that hard it was just like we had to tell the story the hook's got to be something interesting enough to be like wow i gotta i gotta i gotta register for that i gotta show up for it you know like a typical webinar you get you know whatever people register and like 15 show up right yeah for dan canady's basement it was like first off we had way more registrants because like it

was over 10 000 registrants because people are curious right and then we had like 70 show up live so it's just like it shifts the whole dynamics now you're pitching to more people because you create something different than just like i'm doing a webinar for my office today you know yeah and now we can evergreen that webinar show it for the rest of our lives so um anyway i really fun ideas no i think it's so cool because i really think it's the antidote to like how the world has gotten i mean it's more ads have just gotten crazy you know and you actually said something at uh inner circle last week that was like i thought really cool it's like the final speech you gave the final day and you go you said yeah in the past like 10 years ago these masterminds were all about ways we could do unique

jvs together but now we're all talking about ads 24 7 how how interesting is it that i almost feel like the scale is tilting the other way and to me the concept of dramatic demonstration is the antidote to how much ads world has gone nuts and there's kind of i think there's a skill increase here that's going to be necessary for companies because they're going to have to learn how to get attention without just rushing to pay ads you know what i mean which now they get to go more creative and make some more attention but it's actually easier faster sales if you do it right than eight year eight months worth of ads you know i think it's easier too because um i used to think creativity came in like making better ads so we are we hired the harman brothers like four times they're amazing insane but each time it's like

half a million dollars to make an ad campaign most people can't do that instead it's like uh i'm gonna go like whatever insert whatever you do i'm gonna go take these guys to you know my high school gym where i grew up and i'm gonna show them me shooting baskets at my high school gym or something like just something you are it's unique we can tell a story behind it that's like that becomes that becomes interesting and dramatic now um i also talk about uh the very first one i can i when we talked um you in fact you you requested this to me like i want you to show the campaign you did to actually sell the expert secrets books most people saw yeah the funnel like here's the funnel of how we launched expert secrets and they thought that's what it was and it was fun preparing for that because i started going back in time and i was

like i can't believe how many little mini things we were doing all the way up leading to to the big thing i don't have a list of them all right now but it was like we were we had dramatic demonstrations to our affiliates specifically and to our audience the people who were like following us like there were multiple things all coming together the ads were dramatic demonstrations there were so many fun things we did um and i don't know can you i'm trying to top my head a couple of the things we were doing um totally you know it's like it was like 13 things that you did all unique different things you know crazy you know i think i think we're gonna show at the event too like so those who if you've registered dramatic demonstrations.com yeah we're gonna show that presentation so you actually see

like the screenshots and the videos of all the different things that are happening which would be kind of fun but anyway and that's i don't think people realize that like launching a book or launching a harman brother video or whatever you know it's it's the same thing as launching a product you know and and really a lot of times the precursor to it but i mean you remember this i remember it was like two days before that book came out and you sent me a message and you go dude we should probably figure out how to put the funnel together because all the marketing energy was in promoting it there was no funnel yet yeah that was a little stressful last two days right putting so much caffeine more than i had

thought about that ahead of time but we focused more on back demonstrations yeah missing and we just so many like even after the launch happened because you remember like we launched the book and then it was like how do we keep momentum going i remember howard bird the world's fastest reader yeah he had messaged me something i was like i have an idea i'm like hey can i fly you to boise and i want you to read my entire book it will time you off as you can read it and i'm going to drill you on questions and that became just a dramatic demonstration like the world's fastest readers here in boise i gave him the books where he read it i think he read the whole book in like four minutes or blown away something crazy and i was like drilling them on questions and he knew all

the answers and it was like like what's the point of that nothing except for to get people excited like make it like intriguing interesting like make it you know i mean and it was like or like when you sent the book to everybody and they thought they got the real book but there was nothing in it there was thousands of people yeah the book was so the book to everybody and they thought they got the real book, but there was nothing in it. There was thousands of people. Yeah, the book wasn't finished yet. So I was like, how do I get affiliates to be interested about this book? Yeah, so we printed out blank copies.

I had people text me like, bro, this book is so good. I was like, there's nothing in it. It's all blank page. I was just sending you something to let you know a book is coming, get excited about the whole campaign. Yeah, but it's like thinking through all those different things like what are the things we can be doing you i forgot you mentioned the harman brothers video we launched the video and it wasn't just like okay the video is going live on youtube it's like like what could we do to make this special and how can we people talking about how to get the right people talking about it right well if we want to get influencers to share and promote how do we get those people there like we're gonna throw a party

and so it went from throwing a party to throw a party at boise state football stadiums like what if we like did a bubble soccer game be fun like what if i said again it's book of world records you know i like it it got chaotic so sometimes you know this is not a good example of how to like do small ones but it's it's a good example of big ones but how do you make it more fun and more exciting and you know to launch a youtube video we had i can't remember three or four hundred people in the event gary v came in like all these influencers like and everyone together like talked about and pushed and promoted this video and that helped it to go to go viral i think it's such a key thing to understand too i think that's actually one of the biggest people uh things people struggle with when they

think dramatic demonstration is they don't realize like like when you're an entrepreneur that mentality affords to have to think like minimum like when you're an entrepreneur, that mentality affords to have to think like minimum viable products, you know, what's the fastest thing I can do to get it out the door as quick as possible. But like marketers have a totally different mentality where it's like, what's the loudest thing I can do? How can I make the most? There's no such thing as minimum viable really with marketers. It's like, I'm going to go big. I'm going to throttle hard. And that doesn't mean complicated or chaotic, but loud, you know, getting that attention. My favorite part of that bubble soccer thing was when you made the list of dream 400 YouTubers.

And the script was that you had to act like you were getting out of the car for each one. And I remember looking at you out the window and you got out of the, what's up? This is Russell Brunson. I'm just got this cool thing coming up. I want to invite you to. And you're like getting out of the car. You got out of the what's up this is russell brunson i'm just got this cool thing coming up i want to invite you to and you're like getting out of the car you got out of the car faked 400 times and i'm building 400 pages of the guy it was like every influencer was like hey what's going on dude perfect so excited to see like yeah like over and yeah i think the reason why i've been successful a lot of times i'm going to do what most people are not willing to do you

know it was hours and hours of me doing that in fact it's funny because i think back about man this is pre-click funnels pre-anything anyone would even remember but uh my brother just started with my video guy we didn't have a video we had just a cam recorder that you could film video clips or a no camera a photo camera you could take videos on as well and so uh same thing i was doing a joint venture or trying to launch with jv partners and so i had my brother stand there and film me do like 300 videos talking each person but what's funny about it is again this is it's a little handheld camera but we didn't have a tripod or anything and so this is like his first day working for me so he's standing there holding this camera like star stop star stop star stop and like i remember like after like 30 minutes he's like

my back's hurting my shoulders i was like sorry like, sorry, man. We can't stop. We have to keep going. And so for hours, he's filming these things. He's keeping his arms up. I feel so – looking back, Scott, if you're watching, thank you again for sacrificing your body for this thing. But it was like four hours of that. After a while, we were setting up books. He probably put his hands on the books to hold it steady.

Yeah. But it was like, yeah, I i need everyone to i need to make enough noise like you know people aren't going to listen to like a mass email to 400 people except be a specific video specific for every single person say we watch click funnels it's the exact same thing we made those video cards and i made a video for every single joint venture partner that's right specifically for every single one of those things i forgot about that yeah it's just a mentality i think that's the piece people just struggle with. They don't realize it's like, it's a different mentality than entrepreneur.

And they work together, but one's kind of like the builder, one's the noise creator, and they're just so unique. One's like, I can just go do this in a cave. I'm going to build my offer. I'm going to sit in a cave. I don't think you should do that,

but you can build a whole product in isolation, but you really can't do it as a marketer. I know it's stupid, but i'll like take a hat off and put another hat on i'm like okay i gotta change mentality otherwise i let the entrepreneur mentality start to drive the marketing seat and that's when it gets dangerous because i'm like doing minimum viable copy minimum viable noise minimum and it just doesn't work that way that reminds me um as you said that so this is a good example so um my book i'm writing a book i'm gonna write like five years so who knows if it'll come out but um check this out so let me pull up here on instagram so uh i realized i was like if i'm gonna do this book like i need to make more noise and talk about it more

often right but also it's like if i can take my my audience on the journey with me like they'll be more likely when the book is done don't want to buy it instead of me like i wrote a book like here it is like if they're like they know nothing about the backstory the pain the anger the anxiety the stress the like the fact i'm bleeding for my fingers to type this book right so i decided to start documenting this journey to start filming and so um i shared this inner circle so you've seen it but this is fascinating so um so i started this series on instagram so follow me instagram you can go see it uh and so i started in the very first one so video one says day number one of writing a new book and hopefully selling a million

copies so very first one i posted i got 43 000 views which is not bad for a real like not great but for me it's like this is yeah this is good it's great um and then episode number two i posted so day two on writing a new book selling a million copies, 42,000 views. So about the same, a little less. But it starts getting momentum. Then day number three, best-selling book, selling a million copies, 30,000 views. So still not quite there. But then it starts getting a little more traction.

Day four, 25,000 views. And then day five, 49,000. It starts growing. Then day number six,2 000 day number seven 594 000 so i'm seven days into this this is me sharing this thing in the direct demonstration it's like slowly slowly slowly starts picking up speed so day seven 594 000 people watch this video um day number eight will launch i think on monday so we went once a week we're launching these little this little series i think about this now it So once a week, we're launching this little series.

And think about this now. It's going to take me a year to write this book. So in a year from now, I'm going to have like, you know, maybe 100 of these little episodes. I don't know if this trajectory will continue to go, but imagine like I'm doing this little mini, like it's a 60-second dramatic demonstration, right? Just writing the book.

Here's the chaos. Here's the stress. Here's the thing I'm learning. Here's like, you know, whatever. Like a year from now, imagine if these videos are getting, I don't know, 3 million, 5 million, 10 million views. And then my book comes out. There's 10 million people who every single day for a year, but anxiously anticipating the launch of this book. That's eventually going to come. And that's like, Hey, my book's ready. Like boom, New York times best seller in five seconds. Cause cause I've been doing this journey long. Right. And I think that

for anybody, like instead of building your offers or your funnel or your course or your coaching partner, anything in isolation, start sharing the journey. Like this is what I'm doing. This is why I'm doing this and how, and just like start taking people on that journey. And then when, when you get to the finish line, now you have the noise and the audience and all that kind of stuff versus like, okay, the book's done. How should I sell this? I get people come to me like, Hey, I just created my course. I killed myself. It's done. What should I do? And I was like, you missed it. Build the audience first. Like that's the, like, that's the key. It's been, it's been actually interesting. Um, as you know, my obsession now is like, how do I get traffic? That's not like non Zuckerberg traffic, not Zuckerberg, not why I have to pay

him. Right. And so I've been doing a lot of interviews on the podcast talking specifically people about that and we had someone talked about uh facebook groups and their whole key was like how simple was how cheap was to grow facebook groups i was like think about this if you're gonna start a new offer create a facebook group and just start organically growing and dropping same day dropping here's what i'm doing here's what i'm doing who's doing and all of a sudden like in a month from now nine days from now you have an audience now of 500 000 2000 people for almost no cost in this group now who are who are part of the process of the audience to sell to you right or whatever the thing might be it's just like yeah start that the the noise like the creation of noise early so

that when you're ready to make a lot of noise like like that you know the level of i don't know how to explain this shit like it's waiting for you instead of you like dude barnum did the same that was one of the biggest lessons i learned going through all these campaigns was he's like a lot of what if internet business owners will do is they'll be like i finished my product yesterday therefore today i'm gonna launch it and it's like ah darn it you know they start emailing their list or they start posting they start immediately approaching the traffic that they can control but what barnum did is he never talked to traffic he can like reach until step four like the first thing he always did was he'd always get credibility for the offer

and involve another influencer always like and i think it's a big key piece to it is like every single time he would go involve another influencer and then always involve the audience in the launch you know what i mean like he would never ever launched in isolation he launched with the audience but always like it's like a little carrot thing can't have it yet can't have it yet can't have it yet it reminds me of um interesting dude uh you remember uh it's like eight years ago i was about to leave working for you i was sad and eight years ago isn't that crazy i left almost eight years ago i had him i was like it was like 18 months ago i know it feels like it was last week right that's crazy

nuts right a lot of times go by but like the last project we ever did together was for software secrets do you remember that I didn't know we were doing anything for them and so three months before that I was looking at different podcasts on software and I started listening to this podcast called software secrets I was like oh sweet

and for three months I mean every time I mow the lawn or like fold clothes or whatever, lift, you know, anything, I would be listening to this podcast and they're like, all right, we got a crazy thing for you today. We're building our software and we're just documenting what's happening to us. We had a coder hold this hostage and we had the, you know, and he's, they're telling this backstory. And then the next episode they're like, and I'm binging it. Cause I feel like I have to catch up now. And they're documenting them building the software. And there's this little feature.

I remember in the top left, this one little feature was right there in the corner. And they're like, there was three, four episodes about how hard it was to get that little feature. And I remember I got to the very end of that show mad that it wasn't live yet. Cause I was totally sold and ready to go by. And then I remember I walked in and looked at your board and we were building i was like this is them are you kidding me and i was like the first guy to buy they're building on the anticipation before yeah yeah he include the audience in the launch yeah yeah just like hollywood so interesting that like i feel like we all the market got lazy yeah a little bit literally because of facebook ads yeah

because like i can just flip a switch and people will show up and it's like that's getting harder I feel like we all, the market got lazy. Yeah, a little bit. Literally because of Facebook ads. Yeah. It's like, oh, I can just flip a switch and people will show up. And it's like, that's getting harder and harder and more and more expensive. And again, more and more noise. It's like, man, the people who can engineer this stuff correctly ahead of time. Yeah. It's the key. And I started thinking about this. I was out visiting Andy Elliott yesterday, I think I told you.

And I look at what their company's doing. And it's like, they're posting two YouTube videos a day, five reels a day, all this kind of stuff. But they're not just like them sitting behind a desk, like, let me tell you three tips. It's very like these little mini dramatic demonstrations, little things they're doing to get attention, to get you engaged, get you like, I want like, whatever that feeling I'm seeing,

I want that, I need to feel that. I want to feel that, you know what I mean? That's what they're just driving with over and over and over again it's like yeah if we start looking at everything we're doing as as producers as content developers whatever you want to call yourself a creator um it's just looking at like how do we change this from scripted things to like experiences we're giving people you know i mean like yeah we're in the experience stage like um like someone asked me the other day they're like they're like you know information used to be the thing you know like in fact when we bought dan

kennedy's company was fascinating because they gave me like the newsletter they read every every month like 20 years they also had a cd of the month club and people pay an additional 97 to get a cd each month with an interview on it and like that was worth 97 a month back in the day which is that's a podcast interview now right right? There's no value in that anymore. And courses used to be better. And they asked me, what's the difference? If information is now free, what's the next? It was the information age.

What's the next thing? And I thought about it. I think there's two things. One is I think implementation is where money is at. Help you implement the ideas. But number two is education and entertainment and getting people involved. So it's like, if you stop looking at what you're doing is like, as anything else, like

I'm trying to educate my audience. Like, no, no, no, no. You're trying to entertain your audience. Like, that's why they stick. That's why they pay attention. That's why they get on board. That's how they fall in love with you. That's when they show up.

That's when they buy your stuff. And, um, the people that are, that are winning today at the highest level in our markets that I, that I studied, I geek out on. It's the, it's those who are, who are using this entertainment, engaging the audience. And that's the audience, right? Sucked into it, you know? So it's like thinking about it through that lens. And that's why PT Barnum, little PT here, by the way, they call him the gray showman, right? Cause that's the thought, like, how do you get the gray showman in your market where you're, it's not just running ads. Like if you just put a billboards

telling people that the circus is in town, it would not have happened, right? It's him creating these things that make it bigger. I think that if we can all just look at it through that lens a little differently, we're doing the same work. It's just how you are, the frame your mind's going to as you're doing those things. That's what makes a dramatic demonstration powerful. You know what I mean?

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Did you ever read a book called, um, by Daniel pink called, I think it's whole new mind or something like that. It was one of my design classes in college. They had us read it and I've never forgotten his claim. His claim was that in the near future, because of tech and all this automation, so much of the left brain activities of our life will be automated. Therefore the future belongs solely to the right brain thinkers. Isn't that interesting? Wow. The more creative people are really the ones who own the future because all of the rest of it is going to be analog automated but ai can't be at least as as now it's not creative right ai is yeah is you still have to be the input you know what i mean and so like i think that's what's powerful about it is like

okay ai and all this stuff so powerful but you know you i was trying to explain this to someone actually my own podcast was like hey like i love ai it's it's really powerful it's a it's a step in the creative process but never has the final say in it however you know if i go ask like chat gbt hey what are the 10 steps to start a business it'll load like 10 steps out but what it can't do is give me personal experience by the way watch out for step three that one's a beast when i executed it was you know so i think there's going to be that's where it sits in and i think it's where it overlaps with dramatic demonstrations is like come with me while i show you my creative process because the rest of the stuff is the value of it's dropped yeah yeah so fascinating

all right i want to talk about what we're doing we have some cool stuff coming up uh the long-term goal is what's not here yet we're making a book about dramatic demonstrations which is going to be amazing right like and you've seen the cover design it looks so cool yeah i'm i'm excited for that that book and everything about to but to do a book and those who may not know this like uh i've written three books working on book number four now book number one i wrote the book hated it deleted it through a three-day event taught the book people went crazy i moved from that to make some shifts and then i wrote the book and they came became dot com secrets expert secrets i wrote the book hated it deleted it through a three-day event did the whole thing and then came back and

then that became the book traffic secrets ah i learned this time i threw the event and then i wrote the book much simpler process i probably needed my secrets of success event maybe that's what i anyway it might be yeah maybe that's the thing i'm missing but um for us like that's the plan we're writing this book yeah we're gonna do a three-day event before the three-day event because and obviously it's gonna be fun it's gonna be in your office i'm excited to do a full event there which would be cool yeah and everyone should come to that um but prior to that obviously we want to provide value first so we're doing um i don't even know a mini we're doing our own dramatic demonstration to talk about dramatic demonstrations, getting to come to the dramatic demonstration events. You'll buy the dramatic

demonstration book eventually, but the first one's coming up. And I don't even know that is by the time this podcast drops, it's probably in a week or two, or, you know, it would probably have coming really soon. Maybe it may already happen. And hopefully the replays are there, but there's a free event coming up. You want to talk about kind of what is going to be happening on that event and why they should go register for free at dramatic demonstrations.com. Yeah. Yeah. Honestly, like, you know, I think this is a cool thing thing too that you've really been teaching everybody about also is you can go use things of the past you know to go be dramatic about it so yeah we're doing a three-day event it's all about um well actually the first is the three hour i'm getting to mix that three hours free three hours it's a free one yeah yeah and we're gonna go through

and teach at a kind of a high level really what all the dramatic demonstration, what it is. And then the next part is like really the copy. Like that's really where I think people get it messed up is, again, they're acting like a salesperson when they should be a marketer. Or they're acting like an entrepreneur when they should be acting like a marketer. And so it teaches those. And just like we teach, though, it's the ramp up process to the next thing and then the next thing and then the next thing. Yeah. That's cool.

And I think for those who were at funnel hacking live they saw our presentations like we're actually gonna be showing those again yeah for free which is cool so that'll give you guys the context the very first year we talked about it was very deep into like like launching extra secrets book and showing all that stuff we talked about those kind of things and a bunch of other things which was really cool and uh for me that was probably my favorite presentation i've given on stage like i came off stage i was like that was so much fun i was like it was amazing that was number one and year number two we switched more to the copy side of things and so they're gonna have a chance to watch both those presentations for free during this live event which would be cool on the second

one like you say we go more to copy and there's a phrase that you use which i i think you nailed it with the phrase one like yeah what's it called it's called the offer hook the opera so you're gonna learn about the offer hook, which is cool. This is something new you brought to my thought, and you've done it for a couple of my businesses now. We were talking about potentially even doing it today. We're out of time, but doing it today for one of my projects I'm working on. But it's a really cool process.

And those who are coming to live, you're actually going to be doing it for them as part of the offer, one-on-one. Yeah, one-on-one. He'll build out your offer hook for you, which that's worth $20,000 just by itself. um but you learn about that during the free event as well so both things happen the free events can be amazing just go watch it and then here's the here's the behind the scenes we're going to pitch you to come to the three-day event at the end of it that's it so either way they get value and they should come to the three-day event

because the event will be amazing it's going to be a really small group it's not going to be a ton of people there's going to be you with the really small group people going through it um and then the fact you're building people's offer hooks is worth buying a ticket just for that it's a lot of work but i love doing it there's always like it feels like a jigsaw puzzle and like ah this is why you have don't have leads anymore yeah it's really fascinating watching you do the process too you've done it for me twice um and swatching the way your brain goes because for me it's like first i'm like why is he asking these questions this is so weird and all of a me, it's like, first, I'm like, why is he asking these questions? This is so weird. And all of a sudden, you pop up like, blah, blah, blah, blah.

I'm like, what the? Where did you pull that from? That is amazing. And so I'm hoping you're going to, I know you're going to be teaching how you do that in framework, but I'm sure it's a hard thing to teach. So the fact that they're going to have a chance in the three-day to learn it, but then have you just do it for them is going to be special.

So I'm excited for that. So, yeah, I think what else we need to we need to cover dramatic demonstrations are fun though it's like the thing that's number one on my mind right now is every campaign every offer every everything i'm just like how do we yeah what are all the the big you know for me it's like a webinar could be dramatic demonstration a challenge could be dramatic demonstration but videos are ads are like so for me it's like what are all the different things we're doing out there to really create the noise to get people to buy the offer we actually want them to do and so like i'm glad that we coined this phrase because at least for me personally

now it's like that whole thing's like what are the dramatic demonstrations around this like yes we got tons like let's start throwing out the ideas and then that's when that's all the fun we channel our inner mini pt barnum yeah you know to be able to do that so yeah yeah yeah you know that um you remember remember there's a while ago you talked about uh you know to be able to do that so yeah yeah yeah you know that um you remember remember there's a while ago you talked about uh you know the who not the how kind of a thing i think we're about to go through that as a market because um the more i've talked about dramatic demonstrations it's been interesting to see who who is like drawn to it versus who's like uh and i think if people you know they watch or listen they're like i don't know that i'm really the

person to go do that that's okay you don't find the who that is that's psyched about that and i think if people you know to watch or listen they're like i don't know that i'm really the person to go do that that's okay you don't find the who that is that's psyched about that and i think there's going to be more of the the true marketers to raise their hands coming up you know and like i love that stuff that'll be fun for sure you gotta become a student this game to be yeah it's the biggest thing i've learned last 20 years is like those who become obsessed with the marketing of their thing do way better than those who are obsessed with the thing, you know? So be obsessed with both. Be obsessed with your product, the thing, but be more obsessed about the marketing. If you really love the thing you're trying to sell, you should be obsessed with the marketing of it because that's the fulfillment of the thing you created, right?

Without that, there's no point in it. You create something no one knows about, then what's the point of you even creating it like why did you do it and if you really love the thing you create like you got to become obsessed with the marketing because that's when you get to share the gift and that's when that's when all the like all the the benefits of creation come you just see it work on the people you see it change their lives you see like them have the ahas you know um i remember listening to ryan holliday he talked about how uh writing a book it's like such a private thing right same with creating an offer or whatever it's like

private it's in your head but then like just sharing it was very public which a lot of people get scared um for me i remember writing the dot-com seekers book i i killed myself like that was my first like my mind the first real art i'd created you know i'd done other stuff courses stuff it was like this was art for me it was and it was so personal. I was so scared to share it with people. In fact, I remember I sent copies, a bunch of my friends, there's one friend who I, it's rich Sheffield. He's like one of the most voracious readers I've ever met. And I was like, so scared for him to get it. Cause I'm like, this is my art. I don't want to share it. And then we're at TNC and he came to me. He's like, dude, all these people said they got your

book. I can you send it to me? I'm like, oh, because I'm scared of you. You're the one who could destroy my soul in one negative review. And I had one there. And he's like, can I take it on the flight with me home? I was like, oh, yeah, man. So he took it. And I was just like, oh, what if he hates it? And it was crazy.

He read the whole flight home. And he finished it on the flight. And he texted me. He's like, bro, this is good. This is really good. I was like, oh, you know. I think that's the thing is most people are so scared of like, what if my thing's not good?

But it's like, man, like, but then when I got that feedback, like, this is good, I was like, oh, like, so validating. Then I was like, I want to tell everybody in the world about it. You know what I mean? That's how I feel about this book. Yeah. You're the rich chef, and I'm like, oh, my gosh.. You know what I mean? That's how I feel about this book. You're the rich chef friend. And I'm like, oh my gosh.

This better be good. I know it's going to be a good book, but I'm like, man, what if it sucks? Oh, for sure. Oh, man, I definitely feel that pressure with it. It's going to be so fun, though. I'm excited, man. It'll be great.

I mean, I know just watching you iterate on these frameworks and stuff the last two years or so has been really cool to see. And I think it's a spot now where it's like it's simple and is and and replicatable where people can actually use it and i think that's the exciting thing so yeah uh yeah and i think it'll be fun because we can share a bunch of stories from old dead people i'm gonna bring some of my my favorite scene as well like some of my favorite marketers are just watching what they've done you know reading what they did in the past is really really cool and. And then I'm going to bring a lot of case studies

to the event of just like what people are doing right now. I've been watching, I've been, last two years, my eyes wide open watching everybody. So it's like,

you know, I'll bring my swipe file of cool things people can look at and you can model into your business as well. So it's going to be awesome. I am pumped for the event. So those again

who are watching this or listening to this wherever you are, go to Dramatic Demonstrations, plural or no? Plural. Plural. DramaticDemonstrations.com. Go register for the free event three-hour event you get the two you'll be able to watch the two presentations from from fun hiking live plus a bunch of other

cool stuff and that at the end that will invite you to come to the to the um live event the workshop if you're interested in uh coming out with me and steve in a really small room with a you know dozen or so people will be it'll be intimate it'll It'll be fun. Yeah. You can't get that anywhere else. I don't do events like that anywhere else. I'm only going to do it one time too. It's like, it'll be fun. It's going to be amazing.

It'll be great. I appreciate it, man. I'm excited to do this with you. It's going to be awesome. And a dramatic demonstration. Everyone, that's the key.

That's the next step in your business, your journey, make some dramatic demonstrations, come learn how to do it live with us. And if you enjoyed this podcast episode, if you're listening on my podcast, please rate and review. Let me know how I i liked it if you listen on steve same thing they should probably tell you how cool you are and then go subscribe his podcast if you're listening

on mine and vice versa yep um and i appreciate you guys listening any final words before we before we bounce just excited to have you guys it's gonna be awesome i really think this is gonna be the final thing that that helps people get their lead flow back up where it should be yeah it's awesome man anyway appreciate you thanks so much And we'll see you guys all at the live event. DramagDemonstrations.com. Let's go.