If Your Sales Funnel Isn't Working, It's Always 1 Of These 3 Things. » Russell Brunson

Hook story offer this is one of the coolest things I've ever discovered when it comes to marketing and sales and persuasion and it's something like I literally was working out I was going to the gym thinking about a whole bunch of different things all a like just popped in my head and I was like oh my gosh this is the key to everything I started looking at my own funnels I looked at other people's funnels I looked at Everyone I was Consulting and what was crazy where I realized after I discovered this framework and started

using it I realized that no matter what is wrong inside of a business on an ad on a landing page on upses down like whatever it is is if you're having a problem it's always either the hook the story or the offer now I got so excited by this afterwards I went back and I was writing the traffic Secrets book and so I wrote a whole huge section about hook Story offer inside the traffic Secrets book but then I was also rewriting Doom secrets and expert secrets and so in both those books I also wrote

different things about hook story offer and so it's the only framework that's in all three of my books right now and then shortly after I updated all the books uh we had a funnel hacking live event and at funnel hacking live this was the very first time ever I had a chance to share this principle that to call hook story Offer and so right now I'm actually preparing for funnel hacking live normally I don't show you guys video clips of me at other events uh on the YouTube channel but because I am working on like

12 different presentations right now I thought how cool would it be to show you guys one of my favorite presentations from the past the very first time I ever taught this concept called hook story offer and how you can use it inside of your business to grow Your funnels to make more sales to higher conversions and be able to serve more people inside of your community so with that said check out this video presentation from funnel hacking live teaching you guys a principal of hook story [Music] offer how many you guys have gone through the

one funn way challenge yeah okay those you have gone through it if you know I stressed a lot About one simple thing which was hook story offer I talked a lot about that and I want to talk about that for the next hour or so because um throughout this week you're going to be learning about a lot of different types of funnels right about challenge funnels and Summit funnels and and like all these different things and some of you guys may get confused I want you understand like the core fundamental like Foundation of what you

have to Become good at as an entrepreneur is understanding this one concept which is mastering hook story offer and so I'm going to spend some time going over that hook story offer um I gave everybody a handout that came with your um should be on your seats you guys take notes on stuff like that but one of the things I it says in there I think on the very front page is that something's not working in your funnel it's always either your hook your story or your Offer every time ER was like my funnel is

not working what should I do I look at I'm like oh your hook is horrible that's why nobody's clicking on your ad or hey your Hook's good people showed up your story is boring that's why no one's buying or it's like you hooked and you told a good story but man that offer was horrible no one would ever give you money for that and I've learned like as I broken down Consulting to like three things like it's always one of these Three things okay so I'm going to spend the next hour or so going over

this giveing you guys ideas and like opening up your mind to becoming better at that if you become better at that this framework fits into any funnel okay if I'm selling a book I got to be good at hook hook story offer if I'm selling something through the phone hook story offer if I'm selling something through webinars hook like this is the framework that we all have to become Masters at so I want to lead with that today and then as everyone else starts training on different funnels and strategies um you just remember like if

my funnel is not working it's because of one of these three things every single time okay if you were to hire me for my insanely High Consulting rat like Russell my funnel is not working what should I do i' just be like thanks for the check it's either your hook or your store your offer so next time you're like man I wish Russell Just look my funnel just sit down and be like huh what would will say he would say it's either your hook your story or your offer okay it's always one of those three

things every single time okay so with hook story offer that's it goes hook story offer but I'm going to start with the offer first and then move backwards just because that's kind of the framework how it works okay so the offer excuse me a lot of you guys have gone through like my training with Perfect webinar and stuff like that you see this thing called a stack slide how many you guys are familiar with a stack slide good okay the stack slide is how we create an offer okay and even if you're not doing a

webinar you still create a stack slide there is no circumstance when I ever sell that I don't use a stack slide if I was emailing somebody and they were like hey what does it cost to hire you as a consultant or hire you to do whatever I Would literally send them an email and I'd have a stack slide I just have like bull. one value two value like I would use this in everything okay so and I'm going to show you guys some examples today it doesn't matter if you're selling coaching or supplements or physical

products or services like you should always have this okay now now to begin with I want to talk about one of the founding fathers of our industry a lot of you guys may not even know him or Heard of him his name is Claude Hopkins how many you guys have heard of Mr Claude Hopkins all right all my OG's all the originals okay this is your marketing history lesson so Claude Hopkins was the father of modern advertising and what's interesting is way back then in the early 1900s what they called um what he was called

like what his job was he was what they called a scheme man okay he was a schieman what the schi Men did is they came into a company and their whole job was to come up with the offer that was it the most important part which is the offer okay now to show you the value even in like the late 1800s early 1900s the value of becoming a ski man the person who actually creates the offer Claude Hopkins back then was paid um $52,000 a year in 1907 okay now the equivalent of that that's $1.39

million in days dollars they paid This dude over a million bucks a year to come in and be like this is where your offer is okay and most of you guys never even think about this you just kind of go off and like do whatever and I'm not going to I'm excited stepen larsson's going to be talking uh in two presentations he's going to go deep into like whole bunch of really cool offer stuff with you guys but we understand like this is the value of like the most important part of offer You have to

understand that this is it's so valuable that back then they paid people that much money to come create offers for them okay so it's worth your time to start figuring these things out okay now I want to kind of talk about what an offer isn't for a minute um because most people in business I think about like what's the product I'm going to create okay and the biggest problem when you create a product is that when you have a product it is a commodity and Anybody else can can create it right and if you have

a product and this commodity when you're trying to figure out how to sell it the only thing you have like as Leverage is price right okay that's why when you go to Amazon like someone's selling the thing at this price it's like oh well if I'm going to beat him I got to sell it for less and I got to sell it for less and less and less and less and like it's a race to the bottom which is the worst type of business to Be in by the way okay Dan Kennedy told me when

I first got started 14 15 years ago in this business he said that um there is no strategic advantage of being the second lowest price leader in town so if you can't be Walmart like there's no sense of being the lowest price leader in town but there's a huge strategic advantage of being the most expensive person in town right so if you're creating something like you can create a product and become a commodity And you're racing to the bottom or you understand how to create an offer which decomod tizes you I'll show you here in

a minute and it makes it so you can charge whatever you want okay so that's kind of the key you have to understand so a product is like a One Singular thing an offer is we take a product and you bundle with a bunch of other things to increase the value and to make it unique and separate and different right if I would have sold this as a digital Marketing event there's like 800 digital marketing events you could have gone to right why did you guys fly here in the middle of the rain it's because

it's different right it wasn't just a product it's not a marketing event it's a whole bunch of other stuff when you bought click funns most Cas didn't buy because like oh here's software that builds websites there's tons of software that builds websites right we created irresistible offers and bundled together To make you go crazy to come and buy and to come here and do things right I spent a ton of time focusing on how to create an offer now one thing you have to understand um there are basically there's two ways to make your product

the cheapest in town um the best way to illustrate this the first way is is obvious right if you want to be the cheapest product in town you have to decrease the price which again funnel hackers don't do that okay we don't we Should make a t-shirt that says that funnel hackers do not decrease prices okay if you decrease the price you become cheaper than somebody else the other thing is if you increase the value of what you're offering then you become cheaper right okay because if I sell you something and it's worth a million

dollars and I only sell for a th that's cheaper than the person who sells you something for a th000 bucks it's worth a th000 bucks does that make sense okay so I can either decrease the price or I can increase the value to increase the the value of the thing and if you look at this it's interesting I had this conversation my kid conversation with my kids the other day like um how much money you make is 100% tied to how much value you give it's 100% correlation so my kids were asking me my kids

are cute cuz they're the age where they're trying to start figuring things out and um and uh one of My sons Bowen was like Dad it doesn't make any sense um this guy over here he's one of our friends he's like he's a doctor and he he's way better than you but you make way more money than him how come and uh I said I said well you get paid based on how much value you offer he's like but Dad like he like operates on people that's way more valuable than what you do and I

smiled I said it's definitely more difficult like that's I can't imagine that but I said you don't Understand he's only able to operate on one human being at a time so he's offering insane amounts of value for one person so because of that he gets paid really really well but it's it's finite it's as big as it can be I was like I'm able to offer value to 4,500 people or 76,000 people or a million people because I create something of value and I can create sell so many more times and so I said that's

the reason I'm able to make more money than doctors because of How that works and I kept explaining this to him and so I told him I was like look if you want to get a job you get paid based on how much value you have right okay so like if you get a job at McDonald's and and they're paying you know whatever what's minimum wage nowadays eight bucks an hour I'm like that's how much value you're getting I was like but if you go and you can create something you can do something bigger the

value is so much higher and You can get paid more money for that okay and I trying to explain this to to a kid which is really which is really fun so the whole name of this game is you're creating funnels and you're figuring out hook your store your offer you're trying to increase the value okay so the offer increases the value of whatever it is you're trying to sell okay so I'm going to show you some practical life examples so the first one here is dating okay now when I met my Beautiful wife Colette

the very first time there were tons of men who wanted to date her and um I was just a product I'm like hey I'm a I'm like wearing baggy pants and like I have a shaved head and glasses and like like I was like that was the product that's the best I had right they were much better looking like dudes who dress nice all sorts of stuff and I was like if I like looking at me in in like a lineup it's like man there's much better offers out There much better products right cuz I

was a commodity that time so it's like okay if I'm going to convince my wife to marry me who's way more beautiful than me what do I got to do it's like I have to like I have to create an offer I have to make this better right and this is true for any of the single men who are trying to figure out how things work like you got a bundle right so if I'm like hey do you want to go on a date with me she's like I got asked by four Other people this

week I'm like hey this is the deal I plann a date it's going to be amazing what we're going to do is we're going to go to dinner and what's your favorite place to eat oh yeah we're going to go there and then what what what do you like to do and we like plan an actual date and make an amazing offer then she like she's not judging me versus somebody else product versus product she's like oh man that experience seems amazing right and the Offer is better okay and so um when you're dating it's

the same thing right when you're business partners when Todd came to me as a business partner he had so much value it wasn't just like Oh I'm a programmer I'm like I'm a programmer who can turn your your your dreams in uh your dreams into a vision into reality right I can do this I can do this I can like and all becomes this amazing offering it's like oh my gosh I can't say no the value gets so big right okay So it works in dating it also works for movies how many you guys are

pumped to see this movie next week how many you guys have no idea what movie this is okay so if I came up to you and I was like hey uh Captain Marvel's coming out next week who wants to go with me this room is is fine if I walked into normal like who wants to go to Captain Marvel with me they be like uh like this is the deal okay um Captain Marvel's Coming out I'm so excited to come to see this movie so I'm so excited what I did is actually it comes out

it comes out on my birthday March 8th is my birthday that's the day it comes live but the night before they're doing a private screening and Boise and I saw a commercial for the other day and on the commercial said hey the movie's coming out make sure to book your tickets now and I was like oh so I went to the little app the Fandango app and I looked At the theater there's only one theater playing it at 7:30 night night before and the half of the theater's taken I was like oh my gosh half

the theater's taken so I bought the other half okay this is a true story clutch's like why do you keep buying all these tickets I'm like I don't know I'm sure someone's going to want to hang out with me so if I was like this is the deal you can come to Boise with me and we're all Going to go together we got half the theater just for funnel hackers it's going to be amazing can that went from a movie like a $20 movie to like this experience right if I and then ahead of time

we're going to do we're going to go to my favorite sushi restaurant there's a roll called the rattlesnake roll and it's like this little Podunk like strip joint in Boise that seems kind of weird but they literally have the best sushi on planet Earth I always bring people in They're like oh yes Boise Sushi and Boise is going to be great and then they have and they're like oh my gosh this is the greatest Sushi I've ever had I'm like I know how many you guys have been there with me a couple yeah it's insane

so what we're going to do is we're going to go Sushi first I'm going to introduce you guys to the rattlesnake roll best rooll on planet Earth then we're going to go we have a SE separate funnel hacker section we're going to watch Captain Marvel together third thing is I'm going to buy costumes for each of us and all of us get to pick somebody it's going to be amazing um and uh it's going to be awesome and then fourth off after it's done we'll come back to my house and then we'll like we'll uh

just goof off we'll play in the wrestling we'll play on the tramps and stuff it'll be amazing okay how many you guys want to come to that movie now yeah so you see how I increased the Value like went from like ah a I'm going to go to the movie to like oh my gosh I'm going to book a plane and we're going to fly there tonight right just by increasing the offer okay so if someone's not buying your thing it's because your offer is not good how do you increase the offer how do you

make it better okay always thinking how do I make it better how do I make it better okay we have a product we sell right now it's two pieces of paper that we sell For a th000 bucks how many you guys will give me a, bucks for two pieces of paper my die hards thank you all right well we did we literally do so I have two pieces a sales script our high ticket sales scripts two pieces of paper we sell for a th000 bucks um and uh if you look at that you're like I

would never pay 1,000 bucks for two pieces of P paper Russell and most people would but I'm like these two pieces of paper guess what they are this is our high Ticket salale script okay to dat we've done just short of $30 million in sales with these two pieces of paper you someone pick up the phone you read this one and then you read the other side and then they give you money it's amazing it just works every single time and I didn't make it up um people have been using for years there's been billions

of dollars in sales track back to these two pages and the person I know in the world who's the best this is the named Robbie In fact Robbie's here in the room where's Robbie at he's here somewhere he's probably out doing so Robbie is the one who showed me the script initially and he trained me and they trained our sales guys and BR the whole team and he everyone okay so for the thousand bucks I'll give you two pages but then I'll also give you Robbie in a box so how you guys like Robbie to

make videos to trade in your entire sales team just for you it's amazing Right so you hire sales people you give them these two pages you say watch the videos of Robbie teaching you they watch those for like three hours and they come out ruthless sales people can sell anybody anything right and then you're right but that's cool but I don't have any ads I'm like okay how about this um I will give you the ads we run and I'll give you the funnels I run I'll give those to you as well right and then

um how about I can uh hook up a call where You can jump on the call with Robbie for 30 minutes he'll train yourselves people one-on one and make sure it customizes the script specifically for you now how many you guys pay th000 bucks for that offer okay you see how it works like it went from two pieces of paper do I bundle it all a it's like oh my gosh I have to have that okay if people aren't buying again always hook story offer if it's your offer it's because you don't have you got

to figure out how to make It better how do you increase it okay one fun away challenge the same thing this is a challenge where you get to jump on a coaching call every day for 30 days see the energy like oh now let me tell you all the stuff you get the first thing you get is you get the big old box in the mail inside the box is a book called 30 days.com where uh 30 people of our two common Club winners each wrote a chapter about how they got in the two club

and then there's videos them Showing behind the scenes of each of their funnels and then on top of that you're going to get 30 days of video from me then get 30 days of video from uh from Julie sto and then on top of that stepen lson come on every single day and yell at you and make sure you actually get the stuff done by the time they're done your funnel is going to be finished we go on and on on all a sudden like this is like the most irresistible offer of all time okay

the first Challenge with 7,500 people sign up for it my goal is to get 10,000 people a month signing up for this challenge we keep making the offer better and better and better okay if you want to sell more stuff figure out your offer and make it sexier increase it make it better okay so the question then is like well how do you how do you do that okay some like I sell this thing I how do I make it sexy here how do I how do I make an offer so the fastest way to

increase an offer is To bulk it by adding other types of information products so I'm going to go through a couple ways to you guys can create quick information products to bulk up any offer without actually having to write a book does that sound like fun all right cool so I'm going to go through three different things you can do number one there are written words but I'm going to show you how to do it without actually writing any words number two is audio and number three is Video this will give you guys ideas so

no one ever say well I can't create an offer Russell you can with these things I'm going to show you you can create millions and millions of offers in fact if you start looking at everything I do you'll notice it's always one of these three things I'm using to bulk up my offers every single time okay so the first are written things so um the first thing I want to show you guys is um how many you guys would love to have a book But you don't want to write a book okay books are the

most painful part of everything I've ever done ever by far um so this is a book there was a crowdsource book called Chicken Soup for the Soul how many you guys have read Chicken Soup for the Soul okay how many you guys have read one of the like 8 million version since then okay the most amazing thing about this book is that the authors who wrote This Book didn't actually write any of the words in the Books isn't that great yet they still made millions and millions and millions and millions of dollars okay um the

other day my son came into my little office it was boning and he came in and he saw this book and he said dad is that your new book and I said yeah he's like you wrote another new book I was like well kind of he's like what do you mean kind of like well I wrote the title and that was it he's like did did you cheat I'm like no I didn't Cheat I said I had 30 people who got two comic Club Awards write how they would get a to Comic Club wrot if

they could do it again he's like and then they just wrote the chapter I said yeah and I put it in a book and then we sell the book he's like but you didn't write anything I'm like I wrote the I wrote the title it's a really good title and he's like I don't think that's a real book Dad I'm like no it really is okay how many of you guys inside whatever business you're In could find a whole bunch of experts and whatever it is and you could write a book like this this book

Alone um we did the very first launch of the one Funway challenge where we gave this away and we closed it down for like 4 months people were um auctioning these things off someone sold one for over $500 on eBay people were going crazy for this book right now when we're launch oneway challenge again like you guys get this book and people flip out people buy just Cuz they want the book I didn't write a word of it okay so I don't think about this like how how could you guys like Chicken Soup for the

souls trailblazed at Forest I've TR blaz for you how could you guys do that same thing in your Market find people around you and say hey let me interview you let me interview 30 or 20 of you or 10 of you and put it together make a book make a like there's a million things you can do with that but it's a fast easy way to Create a book you actually have to do it okay number two way to get written uh books really fast is to compile examples of stuff how many you guys have

read my 108 split test book okay this is literally just screenshots of 108 of our split tests and people go crazy for it okay how many you guys are doing stuff in your business or whatever it is you do that you have like this by product we weren't planning on selling this we were just Doing split tests and it takes screenshots of the split test and eventually like two years later like we should just put these all in a book we just compiled a whole bunch of examples and we sold it okay this right here

how many you guys are members of funnel University every month we find a couple funnels we compile them and talk about them and we show them to people they're not my funnels they're other people's funnels we just find the cool ones and We show them and we put them in a newsletter okay how many guys have seen this book The 74 funnel Swip file none of you guys have seen it yet another product coming out soon to a funnel near year right same thing we're just compiling cool stuff how many you guys have seen cool

stuff before all right you should just compile it then and then make a book and then it's amazing more people probably read this book than my other books I spend Years slaving on to write and they're like oh this is way better okay one of my favorite ones this kind of tricky one how you guys ever heard of the public domain before this is where Walt Disney got all of his ideas by the way he never wrote anything he just like went to the public domain like oh sweet someone wrote a story about a beauty

in the Beast or about the the Snow Princess about all these things found these public domain stories and prod movies Out it okay anything that was written pre 1923 in the United States is in the public domain you can republish it as your own okay one of my friends Matt Fury he took this old 1914 uh uh wrestling course of farmer Burns published in a book made over a million dollars selling that course okay um you guys read Think and Grow Rich Master Key Systems tons of the books that you guys are know and you

aware of are all in the public domain you can republish them so There's two places I go for public domain stuff number one I go to gutenberg.org everything on Gutenberg .org is in the public domain they they just published there's like 50,000 ebooks there you can find one in your Market you can take it and republish it as your own the second secret I go to eBay and eBay in the non-fiction book section you can search by years so I search by year and I start typing keywords in my market and you'll be Amazed at

how many amazing books have been written that people are selling on eBay for $150 that you can then republish and sell for whatever you want bundle inside of your offer to quickly get amazing Books Okay so those three fast ways to make books crowdsource them compile a bunch of examples or go in the public domain okay now here's a concept I need you guys to understand as we move from the first three to the next three and Beyond um this will make this whole Process simpler for you okay the concept is this people will spend

more money for the exact same content packaged in a different way I say it again people spend will spend more money for the exact same content packaged in a different way okay when I first started this business I remember going to events like this um and the speakers seem like every single time some speaker would say who hears red thinking Grow Rich by the way how many of you guys have red Thinking Grow Rich which is in the public domain by the way so you guys can all republishes make thinking girl Rich for dentist thinking

girl Rich for Surfers thinking girl Rich for whatever anyway it's there ready for you but um anyway so I kept hearing that so I went and bought the book and I was like I'm so excited to read this book and I put it next to my bedstand and it sat there for months and months and then years and every time I go to event people like who I think you're go rich I raised my hand I'm like well I actually read it I have it someday I'll read it and one day I remember feeling guilty

I went on eBay and I typed Think and Grow Rich CDs and someone was selling the CD course of it and so I bought the CDs got it in my car and for the next like three weeks I started reading Think and Grow Rich in my car now what's interesting about this is the book think can grow Rich cost me $997 cents on Amazon the CDs cost me $97 On eBay so I literally paid 10 times more money for the exact same thing packaged in a different way like was there any differ in the book

and the audio literally wor for word some dude read the book and then it became CDs and I spent 10 times as much okay this is a lesson for you guys how many you guys um read the Doom Secrets book how many you guys read the expert Secrets book why are you here then everything I know is in those books like it's I I got nothing Else oh because it's packaged different way does that make sense when you guys all understand that like what you have you can package in so many different ways and because

of the experience how it's being fulfilled all those things it shifts the value of it right this is way more valuable than a $10 book this experience in being here got all right so let me shift over to audio now okay so this is a book that we republished this is in the public domain it's called The Life work of farmer Burns I had my father-in-law get a microphone out he read it we turned it into a CD and we started selling this is uh probably 10 years ago started selling um this book on CD

so you can find a book and you can read it you can have somebody else read it you can find a book in public domain you you can find something like that and you can make an audiobook very simple easy way to do it okay number two is you can interview others so this is um this Is a book how you guys have read this book by the way I know all our two comic Club x members I sent you guys a copy of it everyone's like this thing is like bigger than the phone book

it's one of the best books ever and I remember when it first came out David fry where's David at yes so David got it and he's like this book's amazing then he called it Vince James the author and he interviewed him for a whole bunch of stuff and he made a whole audio course Out of it and Dave's a genius I was like I should just do what Dave did so then I called him up I was like hey can I interview you too and he was like sure and so I interviewed the guy who

wrote this book the guy made when he was a 28-year-old kid made $100 million through Direct Mail selling supplements and so I called him on the phone and I interviewed him and he let me interview him for six hours when it was done he's like you can have the Rights to the audios I have the rights to you you want with them I'm like sweet and so then like two years later I launched it and this actually became my very first ever to Comic Club funnel I made a million dollar selling the interviews of the

interview I did with this guy who wrote the book is that amazing so how many you guys have ever read a book before how many you guys could um call the author and be like hey can I Interview you and some like oh he's too famous he wrote all these big books he's never going to interview me okay I'm going to tell you the life of an author if you guys really want to know how it works they geek out on topic they spend their whole life writing this book and they're so proud of it

and they're so excited right and then they tell their spouse or their family their friends they're like okay that's weird and they're like oh nobody cares And then there's an audience who gets a book and they love it and they read it and they're like oh my people they read it right and then somebody calls them like hey that book was amazing can I interview you the person's like yes you can just so you know they want you to talk to them they want to tell share the stuff does not happen enough you went to

Amazon and find the top 10 um authors of books in your in your Market I guarantee you nine out of 10 you could get on the Phone for free that fast okay or you could actually um I don't know if Jason flat here this year but Jason gave me an idea that was brilliant um he was doing an offer this kind of ties back to the story we'll talk about here in a minute but um he was doing an offer he was selling a funnel course and he was like I want to interview someone who

did e-commerce funnels so he's like well Tre luell has got the highest grossing e-commerce funnel right now inside of Clickfunnels I want to interview Trey so he calls up Trey he's like hey can I interview and they're friends and um and tre's like sure man you can interview me and and Jason's like well I need to wire you some money first and T's like no don't worry about it I I'll do the interview he like no no no I need to wire you money because otherwise there's no value in this interview he's like what Trey's

like whatever so uh Jason wires him mic $5,000 he does the Interview and then when you see when um when Jason's selling his product and does the stack he goes through his stack he's like number one number two number three he's like number three right here you see this right here this is the guy he is the number one e-commerce seller in clickfunnels he had a funnel to $20 million in six weeks selling flashlights and I wired him $5,000 to interview him um because I want to find out the I mean he does Interviews but

I wanted to find out the real stuff so I paid him $5,000 to interview him and that interview you guys could have all of a sudden that bullet point in this stack slide went from oh it's an interview that's worth $5,000 now the value instantly shoots up right so interviewing people is huge um in fact when I launched the uh 10x Secrets course I had my offer and it was good I was like how do I make this sexier so the first thing I did is I Interviewed a bunch of people I interviewed this man

right here where's my everyone loves myin yeah anyway I myin I a bunch of people who I learn how to close from stage from I interviewed all them plug that into the course increase the value of the course okay so interviewing people is huge for any product I don't think there's a product I put out I don't interview people I do it even if it's my Product I'm like who are the 10 other people I can interview who have done something similar because all those things increase the value of what it is I'm selling okay

and then the last audio one is compiling hard to find podcasts and audios and like that okay if I told you guys I'm like hey um my favorite my favorite podcast is mixer G I should go listen to it how much value is in that not much right but if I was like okay there's this one interview that Andrew did and in the interview you started talking to the guy and he literally the guy showed three different websites that were the key to blah blah blah blah blah and I listened to those things I found

the websites I never knew they existed I started doing the thing and that's how we got click funns to do whatever right if I tell you that you're like oh my gosh I want hear that podcast like cool when you sign up for my thing right now I'm going to give you a link Directly to that podcast episode so you can find it okay you curating stuff for people there's value in that okay YouTube videos I've done it tons of times with optins where're like opt in here to get a free video from Robert kosaki

teaching the number one tax strategy for middle-aged Americans and I just found a video on YouTube of Robert kosaki teaching the number one thing on whatever and that's what I give people when they opt in okay so you curating Stuff you think is cool can be bundled into offers as well okay so there's the audio ones really quick so audio books interviewing other people and compiling hard to find audios is big thing last I'm going to go through really quickly is video okay there is a program how many how many you guys here use Windows

how many you guys use Macs holy cow all right okay there's a program if you are using um if you are using uh if you're Windows you should be Using Camtasia if you're using Mac screen flow this tool has made me and probably most people more money than ATL on Earth it just records whatever's happening on your screen so you make a presentation or slides or literally the very first version of The Funnel hacks training the one that got us from 0 to 10,000 customers I had a Word document open on the screen with my

notes and the right hand side I had a little picture I just clicked record on Screen flow and I talked for an hour as I read through my outline we did like 10 million plus dollars in sales and that was what the product looked like but Russ don't have a professional video Studio you don't need one just get a microphone screen flow or Camtasia record your screen have a present and just teach it okay it's super easy it's simple it's like the easiest thing to world to do okay number two video thing is just get

your iPhone Out um uh literally you can get your phone out and just make videos where um where's Rachel at she in the room right now we were on uh there you are did you finish the course by the way can I talk about that so Rachel we were on this like little Cruise thing after the 10x event and she came to me she's like I have an idea it's going to be a course called Selfie Secrets am I going to ruin this and I'm going to record the whole Thing on my iPhone and then

she like the next day recorded entire course on her phone teaching the entire course which is amazing and uh it was all on her phone okay so how many you guys have a phone you have everything you need all right okay and you guys should all buy her course when it goes live all right and last thing is like you should throw a workshop teaching people stuff and you don't have to speak and bring other speakers to teach for you okay um when I First got started I didn't have any product to sell and so

the first thing I did is I threw a workshop and it was really exciting um to have a workshop I was pumped about it but I had nobody coming and so I emailed my tiny list at the time and said I'm doing a workshop it's $55,000 a ticket and then the first day nobody bought the second day nobody bought and third day one guy bought and first I was like yeah and I was like oh crap now I have to do a workshop and There's only one person coming this is awkward and then luckily two

other people so had three people buy I was like okay now we have a workshop with three people and so I called everybody I knew my friends my family everybody I was like okay I'm doing a workshop people paid to be here you have to come and just sit in the audience and don't tell them you didn't pay cuz I need this to look good on video or it's going to be super embarrassing and so we Set it up we had it all set and it was like not like this it was it was really

bad um we literally had Cur uh the windows behind me were too bright so we got um sheets from the from the bedrooms and electrical tape sheets over like it's so bad but we recorded and that became the very first course I ever sold was the videos from us at the holiday in with the electrical tape over the sheets literally behind me the entire video um and it looked amazing okay so throw a Workshop even if nobody comes to or just invite your friends do something at your house bring people in just record yourself teaching

your thing and you can budle that in really quickly okay so for videos we've got screen captures iPhones and workshops so here's a real quick recap of the nine ideas crowdsourcing books compiling examples public domain audio books interviewing compile hard to find audio screen captures iPhones and workshops okay tons of easy ways to do That quickly okay so doing now is I want to actually um I'm trying to think if we should do this or not I'm going to let you guys do this on your own but in in your paper that I handed out

um I have this little section here for you guys to figure out what are potential products I could bundle inside of my offer okay and um this is something we do all the time every time we have a new product comes out we we talk I talk this last year we have bat meetings where like we Literally send out a bat signal to Bo everyone on our our marketing team we all come on zoom and wherever they're at from around the world we get in front of a whiteboard like okay what could we create for

this product we could put this in it and this in it we start just dumping out as many different ideas as we can okay so now you guys have like let's say I'm selling this product what else could we do oh we could interview this guy I could compile these things Here I could do this I can make a video I could do a workshop we can do and all these things you can quickly create to turn this into an offer okay now really quick I guarantee I know the number one thing going through some

of your heads right now is like well Russell that's cool for all the coaches and the consultants and the INF product people but not for me I'm Different I sell real stuff right I sell physical products I have a a local Business or whatever your excuses right now and I want to shatter these excuses um because the biggest thing that's going to keep you guys from having success over this week is the con is is the thought of like oh well this doesn't apply to me okay I'm excited um I think either tomorrow or the

next day we're GNA have Jamie cross who's going to be com up here and speaking Yeah Jamie's amazing cuz two years ago she came funn hacking live She was sitting in the audience and she sells soap okay and I was on stage talking about webinars I'm doing this H about webinars and stories and this whole thing right and every other e-commerce person I'm guessing in the audience is like this is not for me because I sell physical products and Jamie said how can I make this work for me 12 months later she was on stage

giv to Comic clup award 12 months later she's on stage sharing her story with You she took this concept of the webinar and made an e-commerce webinar she took it didn't say this isn't going to work for me how can I make this work for me and shift did some things that made it work for her and blew up her company I'm so excited for her to tell her old story um but I want you guys to think of the same thing okay so I'm going to do an example right now this is a product

that I sell this is a physical product called Von how many you guys ever seen this Before the three people on my team all right so back in the day when um I launched 15 companies in a year which is a horrible idea don't do that one of them was this thing right here I had a friend who had this company and he was getting in trouble and this little machine here um if you start getting a cold sore soon you feel how many you guys get cold sores you feel it tingle you pull this

out if I can open it this is a new one so the seal hasn't been cut Yet all right then you peel the seal off all right so when you open this thing up um when you feel a cold sore coming on come on there we go all right you open it up and there's these two little electroids okay and you take it and you push the button and then save a cold you put on your cold sore and somehow I don't know how scientist figured out something it's actually patented everything it goes in and

like zaps the Cold store destroys it kicks it in the face and destroys it and the cold store never shows up okay is that awesome how many you guys want one of these right now really got get my funnel back up anyway so this is a physical product I sell right and you're like well Russell this is this is um this is you know I don't sell I don't sell information this isn't going to work for me but imagine if I did this how do I turn this into an offer okay this is a physical

product it Does what it does it's just a a thing okay and the guy who s who I buy these from he sells it to other people so it's not like I'm not the only one it's a commodity there's like 30 other people that sell the same thing only mine's better um okay so for me I how do I compete against everybody else well everyone's got the exact same thing it does the exact same thing so I have to turn this from a commodity into an offer because if it's a commodity I got to be

Like okay he's selling for 150 I'm going to sell for 130 and then the next says also 120 like crap 110 1 N5 boom boom boom soon thing like $9.95 right retail okay that's the problem problem with products or Commodities or I can say okay this is amazing this helps with cold stores but what else could do with cold stores okay what else could I do what else could I do I could go on Amazon be like cold sore um cold sore um cures and and remedies and I guarantee There's people on Amazon who have

written books on how to do cold sores I can message one like hey man you are the definitive like expert in cold sores can I interview you talking about all the tricks you know how to prevent cold sorce from happening I'm sure there's stuff in your diet and exercise right like oh yeah so I get them on I interview him now it's like hey when you buy from anybody you get the same thing but you buy from me you get the cold Sore inhibitor plus you also get the interview with this dude over here who's

the number one uh highest um stars on Amazon writer of a of a cold store book you get his book as well plus my interview where I actually interviewed him and then number three there are seven supplements I found that help get rid of cold sores seven there's a whole bunch of people claim claim the supplements but there's actually seven that work and there's two that work Almost instantly the second you feel cold P are coming you pop any of these two pills gone instantly okay and I wrote a report about those cuz I want

to make sure you get the right ones if you get the wrong brand you get the right product you get the wrong brand you are screwed so I'm going to show you um the seven supplements as well so you get this first plus you're going to get the interview with the number one expert in the world plus you're going to get the Seven supplements the actual brand names where to buy them how to get the discounts to all the seven supplements and next thing you're going to get is blah blah blah blah blah right I

just take a physical product I'm bundling information around it to increase the value of the thing okay so it doesn't matter if you're selling information or not if you're selling physical product it's the same thing in information is the easiest way to bundle this right the Problem those infomercials the only way they bundle is like if you call now I'll give you another one for free right that's what almost all e-commerce people do it's like ah like that's good but like that's it's like now I got two of these things so if I have cold

stores I can have one in my house and in my office that's kind of weird right um but if I if if I bundle the information product doesn't increase the cost you at all but dramatically increases the value Okay now when I'm competing with the 30 other people selling this I can sell it for higher and people will still buy from you versus everybody else because my offer is better than theirs okay another good example of this is my friend Mr Steven lson how do you guys know Stephen so this is a good example for

any of you guys who like I'm here Russell but I don't have a product yet so Stephen he has his own products but He's also an affiliate for clickfunnels he's an affiliate for a bunch of other things right and so we did the one funnel away launch and the TXS launch a couple other things he said okay Russell already created an amazing offer that he's selling but there's like a thousand Affiliates who are all selling this product as well right he say so everyone's doing it so how do I compete against this he said okay

well here's Russell's offer how can I make my own Offer to make it better people always asking how do you make money as affiliate Russell the first thing you do is you don't sell the product that they're already selling like that's like a like buy Russell thing that's like number one on your list and it's like now I need to make my own offer okay how many you guys bought the one fun away Challenge from somebody and then bought it again from Step later cuz you wanted his bonus okay how many you guys bought Twice

from Steph because you want the new bonus the second time okay there's a lesson in this so even if you don't have a product yet that's okay find some else with the product and then how can I now make an amazing offer what can I bundle together to increase the value of this offer so people buy from me versus somebody else or if they did buy for someone else they'll also buy for me because my offer is so valuable okay all right so this is kind of the exercise For you guys to start doing is

is going through here and listing out all the different ideas you can have okay so tonight this weekend with that paper handy Out start writing out these things start putting them out there and start putting as many as you can think of and make it like the biggest problem you can have is is you're kind of putting in your potential products they going to make an offer is like oh that's not going to work that's not going to work When you start to be creative like when we first did this um man probably 12 years

ago we sat in front of whiteboard and we're doing this and we were like we were at a point where we needed a funnel to save us from everything right it was like the bottom of everything like we have to make the most irresistible offer ever or else we like we're shutting the doors so we sat for whiteb I'm like hey what could we give them like okay they can fly to my house and I will give them A massage and feed them food and then we're going to do this and we're going to do

this and we're like we made all this crazy stuff we had all on the Whiteboard and then when we started saying okay what's the offer actually going to be they're like well pretty sure my wife would be mad if I hav't put in my house and I give him massages let's not do that one but it was there right and it's like what if we did this what if we and then it gave us the time To brainstorm and then from there we start pulling things over to actually make an amazing offer okay anytime I

create a new funnel new thing I'm always looking at creating an offer as many potential things as possible and then I can know what am I actually going to create pull them into my little stack slide it's like now I know what I need to create to increase this offer okay all right now one thing I want to mention as well the reason why I have a Whole bunch of things as well is because there's more than just one offer in every funnel you guys understand that and so I need a lot of stuff that

I can give away right so if you look at this right here there's an offer on my ad I'm trying to get someone to click on something so I'm like click on this thing I'm going to give you a free report right there's an offer happening there luckily that was one of my ideas I already created cuz I can out pull down It becomes this right then they land on my landing page I'm like I need their email address I'm trading them what am I going to have oh well I have something up here I've

already created potential products I'm going give my interview with so and so give me your email address I'll give you the interview with so and so boom right there's next product then it's like now buy this product I'm gonna give you these five things then my upsell is these three or Four things okay I think so many of us go into this thinking like okay here's the product I'm going to sell and we're trying to build a funnel around it it's like no no no understand this like um you're looking at more like how do

you serve your customer and like what are all the things you could possibly give them to do that and then you're breaking down to the different parts of the funnel okay all right so come back to the hook story offer so that was the Offer section of this of this part okay is the offer now we're going to move backwards to the story okay so the question then is like why are stories so essential to this okay stories also increase the value okay now couple things I want you understand number one for someone to change

their Destiny they have to make a decision okay this is true first off for all of you and second off it's true for all the people you're serving okay for Someone to change their Destiny to have to make a decision number two for them to make a decision you have to change their state okay and then the best way to change their state is through story so if I take that backwards I got to figure out how to tell stories so I can change people's States if I can change their state then I can help

make a decision that's going to empower them and if I can make help Them make a decision that's going to empower them I can change their life I can change their Destiny that's why stories are so important okay an offer without a state change is completely useless if I was like hey who wants to go to the movie um Captain Marvel this week like three of you like yeah remember then I tell the story and you're like oh my gosh I will mortgage my house to fly there for that Experience right the story is what

makes it valuable okay so the big secret is storytelling we've talked a lot about this in our community this is not unique but I want to kind of go through this because um the story is being weaved into every single thing we're doing okay and you have to become better and better and better story okay for all you guys who expert secrets you know the next part of this but I want to share it for those who may not or knew okay this is a Concept we call the Epiphany Bridge story so the Epiphany bridge

is is the the thing you're thinking about as you're trying to figure out how to tell your stories okay so the Epiphany bridge this this is you back before you were whoever you are now right this is back when you were your in your normal life before you like figured out whatever it is you're so passionate about today right so for me before I learned about this whole funnel thing I Was just at my house hanging out doing nothing like that was me and then something happened right where all you have this AA moment you're

like oh my gosh this is the thing this is the thing I was meant to do this is this this is like what I supposed to be doing right and then what happens is you get so excited by that thing you have that moment okay so for me it's happened tons of times in my life right I think about when I was wrestling like I you got my Parents who were here in the front row I used to come home from school every day I would eat like rice chrisp and cheers and watch TV right

and then 8th grade my dad made me assign for wrestling I don't want to be a wrestler that seem like too much work I just want to watch TV and he made me go made me go I had a good time wrestling I was like okay and the next year I remember um my very first um uh it was ninth grade I had a chance to uh to I made it to the JV team and I Remember I went to weigh-ins I was so scared and so nervous I go to weigh-in and the guy that

I'm wrestling has a mustache I still to this day cannot grow a mustache I don't know why anyway I can't I remember looking at this kid I'm like he's got a mustache he is going to destroy me and I got so scared and went to the match I remember getting in the stadium and it's the JV match so the only two people in the audience were my mom and my dad I'm like God I get out There I shake his hand I'm like how does you grow facial hair in eighth grade like oh my gosh

and so we start wrestling and somehow I don't know what happens but the end of the match I win and I stand up and my hand gets raised and I look over the guy with the mustache and his head's down I look at my mom and my dad and my dad's like freaking out and I was like this day is the day I became a wrestler that was Mya moment right and then like only thing I Thought about for next decade and a half my life was wrestling right same thing happened in business I remember

like I was trying things trying things all a like I remember when it hit me I was like this is my thing like this is what I'm going to do for the next decade in my life okay my guess is most of you guys have had that moment that's why you're probably here trying to figure out the rest of the story right so that happens then we go on this amazing Journey we we're like this is amazing and we start studying everything we start learning we start geeking out and the worst thing in the world

happens to us we start understanding why this thing's amazing right and then we have a chance to try to sell somebody on this thing that we love that we care so much about we're so excited and the first thing we do is we take all this techno Babble all this technical stuff we've learned and we spew it out upon them and They're like oh they get buried in this thing and they freak out and they run away we logically try to sell them because we're so logically invested in this thing right now but the reality

is that people don't bi logically you didn't biy logically my dad didn't convince me you're going to love wrestling because it's going to be good health for you you're going to get stronger muscles you're going to like you know it's going to help you become More resilient in life you're going to you know all these things like that was the logic okay what sold me on wrestling oh my gosh that felt amazing I'm in something happened to each you emotionally that got you in okay and so for us to be able to convince other people

we have to get rid of all the Techno Babble and you have to remember what was the thing what was the story what was the reason that got me started On this journey and as you tell that story and you get people the same Epiphany that you had that's when you're able to change their Destiny that's when you're able to help them okay so that's the Epiphany be stuff if you want to go deeper in that I talk a lot about an expert Secrets but like that's the core of story and so for you it's

not coming back and try to logically convince anybody of anything it's remembering like what was the reason why I got so excited about this and sharing that story is what get people connect with you and then they're going to have the same Epiphany you had if you do it right and now you can change them now you can affect now you can move them okay all right so there's the story framework now the next part of story um you have to understand that when we are telling people like everyone already has a story right about

whatever it is and so um if the story is positive it's a Really good thing for them but the story is negative it's holding them back okay so our job as marketers as funnel hackers is to look at that and say okay this um this story they have is it is it holding them back from what I know that they need to be doing if so like that story is the chain of false belief it's holding them back right so they have this chain of false belief there some experience something happened to them that made

them have these false beliefs Okay so there's experience experience because of that experience they've been telling themselves the story over and over and over again so for you this is the people you're coming in contact with they're seeing your Facebook ads they're coming on your webinars they're land hitting your landing pages they're reading your emails and they have these things and if you don't break these false chains of belief no matter how hard you try you will never convince Them to follow you it's impossible right because they have the story so the only way for

you to break them from these false chains of belief is to tell them your story and if you do this right then your story trumps their story and then your story becomes theirs okay so I'm going give you an example so this is my friend Devon you guys met him a little earlier today by the way do you love his socks that was amazing um anyway so Devon last year comes in he's like Russell this is amazing I got an opportunity for you it's going to be ground floor opportunity it's goingon to be amazing it's

going to change the world it's going to be awesome I'm like sweet man I'm in so Devon signs me up he's like all right your first thing you need to do see Jim and Pam over there you got to get them signed up I'm like okay let's do this okay so I look at it through this lens okay so I'm going to sign Jim and Pam up now I look at Jim And I'm okay Jim has got some false chains of belief there's some reason I'm not going to be able to get him to believe

that he should join my network marketing opportunity right what is that there he's got these false chains of belief so I got to think like what what did he experience that probably kept him from doing that like did he have a friend or a family member came and annoyed him or someone who like or or did he have a b did he already join a Program and he just felt uncomfortable what was the experience he had okay so for Jim's experience what happened is he had a friend named Michael Scott who just tackled him and

forced him to be in this program right and he's like oh that was a horrible experience I did not feel comfortable I did not like it and so because of that he created a story inside of his mind and the story created inside of his mind is that all network marketing programs are pyramid schemes Okay so that's the story he created so I can come in here I can tell him everything I want about ground floor opportunity the best product the best technology best everything no matter what I do logically sell him he will never

break that story it's not worth doing okay I'm sharing the story for network marketing but true for every single one of you guys I don't care if selling Fitness Finance products services like whatever it is this is What's happening your customers have a story already okay so if the only way for you to break their story you have to come in you have to tell a better story that Trump's theirs okay so if I was going to gym i' be like hey man so why why uh why aren't you joining he's like oh this annoying

friend you bugged me it was horrible and you know if if I join I got to bug people like I just I just don't want to do it like no that makes sense I I was the same way but what's Interesting is that I found out about this really cool thing called The Funnel and I used a funnel um there was this network marketing program I believed it was pretty cool and they were giving away a Ferrari and I was like What if I won a Ferrari without ever talking to anybody ever that would be

amazing and so I set up a funnel I launched it and in uh 60 days I became the number one money earner of the company and I won this Ferrari and the best thing is I Didn't talk to a single person ever is that amazing now if I tell Jim that if my story Trump's his story he's gonna be like oh my gosh she was saying I could actually have the benefit of this thing without talking to people dud sign me up okay so that's you have to understand that's all this whole story thing is

about it's about trumping someone else's false belief I can Trump their false Belief their story shifts and now your story becomes theirs and now they're free the chains of false belief are gone now they're free to go pursue whatever it is you're trying to help them pursue okay all right so the question is then what stories do I tell now this is going to change um we talked about hook story offer depending on the complexity of the product depends on how many stories you tell and what stories you tell right um if it's a very

simple product you tell a Story and that's all you need for more complex things you have to tell multiple stories so I'm going to kind of walk through that so the first thing you have to understand is that in every celles argument there is uh what we call the big Domino okay again if you read expert secrets we talk about this there's one thing that if I can get them to believe that one thing all the other concerns just disappear instantly right okay so when you guys came into my into my world The whole funnel

World okay everyone had false beliefs and things and things you believed on everything but if I could somehow convince you that the only way for you to get your goals was a funnel like you have to just kind of like all right I'm in like I got to do it right everything else just Falls away okay so for me it's like if I can convince people that a funnel is the way is the only way for them to actually get the results they want then it knocks down All the other all the other abdominals fall

away or they become irrelevant okay and every sales argument has the same thing okay when you're selling something it's not about trying to answer every single concern possible figureing out what's the one big Domino if I can address this in my ad in my video in my webinar whatever if I can address this if I can prove them that this is true then all the other dominal fall down and they have to believe me right and so for All you guys you have that I'm excited um Jam's going to talk about hers tomorrow I believe

like in her she figured out what was the thing she had to get people to believe and boom it all fell down okay so you got to figure that out now after you know the big Domino for your product your service then it comes down to there's four stories we typically tell I'm going to show you guys this in the framework of like a webinar um and so I'm going to show 15 Minutes I'm going to show kind of how we do a 90-minute webin but the same thing happens on a 5-minute webinar it's the

same same U process just shorter times okay so the first story We Tell is what we call the origin story okay the origin story is basically your Epiphany Bridge Story how did you find out about this thing like why do you care so much about it right so you tell your St if I'm doing a webinar the first 15 minutes of my webinar is me Just telling my origin story okay my Epiphany Bridge story about how I fell in love with this thing okay so if you watch any of the webinars these are the slides

from the funnel hacks webinar that most of you guys have probably seen the first 15 minutes I'm going through this I'm just telling my Epiphany Bridge story about oh my gosh funnel is the greatest in the world let me explain to you why they are I tell you my whole story okay and that's the that's the First goal now what happens is after I tell that story for some people that was it Domino Falls over and like I'm in I need here's my in fact I'm curious how many you guys when you first heard me

talk about potato guns and funnels and I told the first story you're like I'm 100% in all right my hyperactives are like in okay now CLI the more complex cell on a simpler cell it's easy how many of you guys if I just told you my origin story with uh with vigon here if I told you and I've never had a cold Source this is actually true but if I told you like look I've had cold sores in the past I've used aeva I've used things that nothing ever Works um they always last for two

or three weeks at a time it's horrible it's painful like the worst thing in the world when I found about this the first time I tried it I clicked on the thing I pulled it out and I felt it tingling like the first day but it never it never came out it never Became a cold store it was just gone like that was it and uh and ever since I keep this in my pocket I take everywhere I go and as soon as the cold store comes out I hit it I hav't had a cold

store actually hit surface s then how many you guys that story alone and been like sweet I'm in okay if someone who suffers cold store like our sales video for this is literally that that's it this is a $150 machine it's a video two minutes long telling an origin story the person Who actually invented it and that's it that's all it takes okay so for simple products one story the origin story is all you need and people are in okay but as you get more complex offers you need more so what happens is a more

complex offer they push the Domino over and they're all excited all a sudden they push it but then like oh these three things block it it's like wait wait wait hold on hold on hold on I'm in but and all these three things block it okay so These are the three things so the first thing um um the first thing the these we call the Three core faults police the first thing is their beliefs about the vehicle okay so the vehicle is the thing you're trying to put them into so for me the vehicle is

funnels like this is the world I'm trying to take you guys into for some of you guys it's a ketogenic diet some of you guys it's a a product can help you with your cult or it's like there's some belief about the vehicle They have they struggle with the second belief is their own internal belief like that may be cool but like I don't think I could do it I heard that voice in your head before that's cool for them I don't know if I could do it right and then the third false belief is

like well that's cool I think I could do but like I know that if I started this diet like I could do it but my wife's going to buy cookies anyway and they're going be the house there's no way like they always blame Some external Source besides themselves okay so these are the three things that keep people from buying from you okay so for me now now I move into and I tell a story to try to Trump all three of those okay if I can Trump all three of those beliefs their beliefs become my

beliefs and they have to they have to buy they have to follow you have to do the thing you need them to do okay so Story number two then which in a webinar is the next 15 minutes is the story about my vehicle Okay so same thing I come back here I said okay what's the chain of false belief they currently have about the vehicle that I'm putting them into okay then what's the experience like why do they believe that and what's the story they're they're currently telling themselves and I think hey what's my story

okay so oh he guys going to see this video tomorrow so I got to show them the websites are dead right so for me if I go back to this for myself Right um the false belief is like well I already have a website I'm good right or um I still on Amazon I'm good why do you believe that well I tried to build a funnel it was really complicated I didn't work I put myself on Amazon and I make some sells it's pretty cool the story is like I don't need any complicated stuff I

can just use choose Amazon right so I got to come back and the story I tell you like no websites are dead I tell the story and if I did a Good job boom it falls down okay so in my funnel hacks webinar that most you guys have seen these slides right here are all me telling the story about why this vehicle is the greatest thing in the world my Epiphany brid St about why I believe that I tell that story at the end of it my goal is to be like oh my gosh I

do need a funnel if I get them to say that in their head I do need a funnel Boom the internal belief or the the vehicle belief is gone okay oh my Gosh I could have success here oh my gosh I could do that thing okay so my story is trumps theirs once again the Domino Falls okay now the next thing the first one's the origin story second one's the story about their internal or um about the vehicle the next one now moves down to the internal beliefs so they say oh my gosh you're right

a funnel is amazing but I can't do it it comes internal I can't do it I don't have any technical skills I don't know How to build something I don't even know what a funnel is for crying out loud right so that's the second story so now excuse me the third story so now I come back I say okay what's the false belief why do they believe that well they believe that for me again I'm talking about my product to plug in your your product for this for me it's like well I've tried technical stuff

in the past I can't even use Microsoft Word I going be able to build a funnel that's what they Believe what's the experience I tried to do this thing it didn't work it was confusing like I wasted time time energy the story is like I'm not technical I can't build a funnel so I got to come in be like no like it's actually really easy here's Grant Cardone this guy is the least technical guy on Earth he built an entire funnel 40,000 air was super simple super easy and they see that and they're like oh

that actually is really easy I guess I could do that So now boom two things have happened right and then here's my slides where I tell that part of the story okay so now it's happened hopefully Domin don't fail if not then the last leg so first they say cool the vehicle funnels is amazing and I think I could actually do it but I don't they find the external thing I don't know how to drive traffic though so I actually don't I probably couldn't figure it out okay they have some kind of external belief okay

so for me the External belief is even if I had a funnel what would I do with it I don't know how to do like I can't get people to come to the funnel what's their experience I had a website before I spent a ton of money on it bought some Google ads nobody showed up and I'm broke I paid an agency 5,000 bucks and got three visitors I never made any money right they have some experience so the story is this doesn't work so I got to tell them my story so for me I

tell a Story about how to We R Traffic and boom I go through my slides I tell that part of the story and if it works Boom the Domino Falls and they follow me and for all of you guys who are here obviously Domino fell that's why we've got 4500 amazing people here cuz I was able to break the false police that are holding you guys back does that make sense okay so after you've told the stories then the last thing is that you Move over to the to the offer so I tell the stories

I break all the false beliefs and I move to the offer I go through the sack and the clothes make the special offer and boom we got him okay so the framework is simple there's one big Domino I got to convince them this one thing for me I got to convince them that funnels is the greatest thing in the world for you whatever your thinking is like you got to convince them that this type of diet this type of Lifestyle this type of product is the Great in the world what's the big Nino if you

can get them to believe this then they have to follow you figure that out and then it's com back hey why do I believe that what's my origin right why do I actually believe that and if you don't believe it you're in the wrong business okay you have to believe it at your depth of your soul if you're going to get people to move with you okay so then you tell your story and then you're Like okayy now what's what's the reason like what's the vehicle I'm putting what what's their false lece about that what's

the false Bel about themselves being able to implement this what's the false belce about the extra you tell those three stories and then you make them the offer okay that's kind of how it works all right I want to do something for some of you guys who are watching this is like well Russell that's awesome for you because you click On Facebook live and you just go and you have all this energy and you're amazing and you just sell everybody every single time how many you guys ever felt that way about me before they like

I hate that Russell Brunson okay so I have a special message for all you guys um we're all going to laugh at me together um so I shared this on Instagram um and this is kind of embarrassing but how many you guys want see the very first time I spoke on Stage look at that good-looking dude his bald head and his puffy shirt and his tie all right so this is the very first time I ever spoke on stage it's like a 30 second clip and I'm going through this humiliation to hopefully have some of

you guys look this be like oh my gosh if that guy can do this guarantee I can do it so here we go but what I wanted to talk about tonight is kind of a broad overview better hopefully help you to better um to get better um information Out of the of the whole internet marketing business this is a lot bigger group than I had planned on a so embarrassing all right so that was the first time I ever spoke the next day was the first time somebody let me step on their stage except for

it was like carpet there was no actual stage and like you can sell something I'm like sweet and so the next day I had a chance to make my very first um offer on stage and I'm not going to show you guys the Whole thing cuz it's really like the very beginning as I transition to my to me trying to sell I was like how much do you guys think I'm going to sell this for and some guy was like a th000 bucks and I was like oh crap I'm actually selling it for 1,000 bucks

I was like well uh it was so bad oh anyway so you guys are going to see my closing abilities round one um here we go okay I've Got am I getting close on time if if you if you do join the the affiliate boot camp it'll give you lifelong training it's a it's a $47 a month value you'll get it for free who would like a piece of that here's my irresistible offer and I hopefully you guys learned a lot from this presentation I'm a standing ovation he did a great job look at this

nobody stands up not one person who wants a piece of That the greatest clothes of all time ah all right so I share that for any of you guys who were just like I don't know if this is going to work I don't I'm shy I'm awkward I'm nervous like I promise you I was shy I was awkward I'm nervous I still am I still struggle um but when you believe in what it is you have to sell you believe what you're doing like you just keep doing it and keep doing it and you get

a little bit better and a little bit better and a little bit Better and it didn't take 15 years right every single time got better and more people started listening couple more people started listening started growing and started growing and started growing um the biggest thing you have to start you have to start telling the stories you can't wait like oh I'm going to start stories next month next week next year okay it's like no start today how you guys have a phone again no one's raising your hand how Many you guys have a phone

in your pocket right now okay you have no excuse if you want to do a podcast there's a podcast app you click on it you talk and then you click a button and it's on iTunes that fast you want to do a video you click a button and then you're on Facebook live in 5 seconds or in like you have no excuses but Russell no one's foll me like exactly that's the best thing about it at the beginning who was there for that event when I Spoke none of you guys were there other than all

you guys now saw but none of you were there right you guys understand like just start your people will find you as you find your voice your people will find you but you cannot find your voice until you start until you begin until you start moving forward okay and if I would have started that Journey 15 years ago none of you guys would be here today okay if I could go back to that awkward nerdy Russell With a shaved head and a tie who was scared to death of getting on stage sitting behind like scared

to death and I could go back to I would grab and said look dude I know this is uncomfortable and it's horrible and it's miserable and you are scared and you are going to fail and you're going to fail and you're going to fail and not one year or two years or it's going to be like a decade of this but in a decade from now you're going to have a chance to come on stage In front of 4,500 people you're have an opportunity and a voice to be able to change their lives if you

don't stop I would hoped I would have listened thank you the biggest thing is I can't have you guys stopping okay I was telling uh Brandon Poland this um yesterday I saw him at the Inner Circle dinner um four funnel hacking lives ago the second funnel hacking live he was sitting down i' Never met him before and uh during when the round T round T came over he's like hey man really quick I need I need interrupt I'm like what's going on he's like just so you know you've changed my life you changed my wife's

life I was like oh cool thank you he's like no no you don't you don't understand like he's like everything's he's like we're helping people we're making money like Everything's changed for us okay I was like that's that's amazing right and Brandon was one person in the audience him and his wife are sitting there okay fast forward four years now later Kaylin's unfortunately not here she had her first baby which congratulations to the Poland family it's amazing fast forward four years later because kayn kept talking and sharing your message over and over and over again

they like 1.5 million people have come into their funnels over 130,000 women's lives have been changed because Of them okay they're making insane amounts of money but the impact they're having on the world is huge because they were sitting in an audience they heard us talk about this and then they just did it okay so for me and for my team I had this talk to them yesterday before we got started I said look there's a sea of people out here every single one of them has the voice and the ability to change somebody's lives

and if we can't affect them and know everything we're Doing here is a waste this event is not about me it's not about us not about my team it's about each and every one of you guys okay and we're trying to give you the tools and the things you need but you have to listen and you have to be willing to try it and it's going to be scary at first I promise you that it's still scary to me I was backstage here freaking out a few minutes ago okay I feel more comfortable now luckily

you have to understand like it's going to be Scary but if you don't do it if you don't take that step you're not going to be here next year okay I don't want you just here next year I want you up here next year I want you telling your story getting your Awards that's why we do this every single day okay all right couple more things um all right just so you guys understand again if you're selling a product you don't have to do this huge thing like the simpler the product the easier to for

Example um do you guys see that picture right there you see that marker in my hand okay if I was going to how many you guys will give me um I don't know five bucks for this marker right now yeah a couple of you guys okay I'm going to tell you guys a story about this marker I'm going to tell you a story and the story will increase the value of this marker okay so um a couple of um when we first were starting new events I remember um I would show up and they Always

have those like little narrow whiteboards and they're like hor or vertical and when you draw funnels funnels are vertical right so you're like page number one page number you're like ah I'm out of space like you flip it and it's like horrible to diagram funnels right and um I was doing that he flipping the thing over flipping it over I had these little tiny markers and they're like little tiny and like you couldn't see it very far and it just Felt weak and then I went to Tony Robins event and Tony had a board like

this and then he pulls out this marker and Tony's hands are like this big anyway and he pulls out this marker and he un sheets it he walks over to the Whiteboard and he starts doing this thing and he's like just like doing x's and like circles and like was making no sense whatsoever but it looks so cool and I remember I was like oh my gosh this is amazing and so when we started in funnel hacking lives Um first off I wanted to Tony had a board like this wide we need a board like

that and we and I tried for like years try to find one I remember one day I was like complaining to Melanie who's my assistant I was like Melanie like they don't how do he he must have custom built this thing and then she's like in Google or doing some magic and like five minutes like found it like what and next thing we know we had this board here and then like I do the boards the very first Time I these little tiny markers and I'm like I feel so weak like I want to feel

like Tony I need like a man marker and so she starts Googling she finds some markers ship I'm like no these are good but like I need like Tony man markers and so finally she finds these things and look at this thing like this thing is amazing and so these are now my man markers and I only like I will not speak of the events when I travel to events I bring my man markers because I don't Want to be on stage like little dainty ones and so I have these huge man markers and so

I've got red man markers Blue Man markers black man markers Mark and I only have three of them here right now how many you guys want a man marker I can't sell these we have to have these for the rest of the event but you see how a story increases the value that's what I'm talking about like you tell a good story increases the value of whatever you're selling so you have to Become better at telling stories you have to be better at making offers better at telling stories because both those things intrinsically increase the

value of what it is you're trying to sell okay now when you're selling more complex offers that's when you need to have a bigger thing we having internal blaz um uh the vehic internal externals the more complex the product is the the longer the sales process is okay all right so for you guys your homework as Well in your paper here is start writing down you need to start building a story inventory what are all the false beliefs that my customers have and start writing those things down like then why do they believe that what's

the story they're telling themselves and then what What story do I have that would Trump their belief okay I've been telling this ever since expert Secrets came out almost two years ago I've been talking about this over and over and over again right very Few people do it but guess what I know the people that are doing it I'm watching them I'm watching their storytelling I'm watching what they're doing I'm watching the process okay I do this all the time when I got started Dan Kennedy told me this she's like you need to build an

inventory of stories and I heard that and said most people think said that's a good idea I said Dan said it I must do it got out pad of paper I was like what stories do I have and I Had nothing I had a potato gun story that was it start my potato gun story I'm like uh that's all I got but now I had my notebook with my potato gun story and I started thinking okay as I start talking start doing my thing something amazing happened my life I'm like that could be a story

write it down I go to the next thing something's happen happen like oh my gosh that could be a story write it down that could be a story write down could it be a story Next thing I know I can stand on stage for 90 minutes 400 stories without even knowing about it right it comes down to just telling story after story after story but you have to start that now okay so if you have your phone open up a note section say my story inventory and as you were living life every time something's happening

don't be like oh that was cool like oh that was cool how that relate to my customers oh my gosh if I sold this like that's how it Relates boom okay how I could tell a story about a marker and make it relevant to you somehow yet I did right okay it's all about that okay hook story offer okay I'm going to go the last steps we talked about offer we talked about Story the last piece in this is the hook okay so what is the hook to understand this really well I want you guys

to imagine what happened right before you probably came into this room you were in the bathroom and you're Sitting kind of like this and most of you had your phones and you're going like this so what a hook is it's the thing that makes you stop like whoa that's a hook this is how I judge my hooks I imagine all of you guys swiping what's going to make you like whoa hold on all right I got to finish so I can find out what that thing is okay this is literally what's happened in case you're

wondering like oh no my customers don't do that they do I was in the airport two Days ago I walk into the airport and for the women I'm so sorry that you have to find out about how gross and disgusting men are but there's a dude swiping while he's and I was like seriously like putting your poet for 30 seconds doesn't take that long long it was just like that's what they're doing okay and so you had imagine this is what's happening in today's world okay it's not they're sitting their desktop like studying you and

reading Things excuse me and researching what's happening is this and so they're flipping through their phone and they're seeing their friends and their pictures and their profiles and their cat videos and thing after thing after thing after thing and your ad has a shot in there for like one second probably less in the middle of this scroll okay and if you don't stop them right there and they don't say hold on put the phone down I got to come back and check This out you m you failed okay the hook is the key without a

good hook nobody will ever hear your story without a good story no one will care about your offer okay now the hook in of itself does not provide does not increase the value okay the hook does not increase the value of what is you're selling What The Hook does is it grabs your attention long enough that they'll listen to your story the story increases the value and then the offer Increases the value the hook grabs them just long enough you can tell them the story okay so every story you have has multiple hooks okay this

is why it's so important for you guys to be publishing and putting things out there all the time because I have no idea what Hooks are going to land which ones are people going to resonate with which and which ones don't okay um I was at a a retreat uh like a a mastermind group with Brendan buar and Dean graos and a bunch of really cool people both of who are going to be here this weekend speaking with you guys it's going to be amazing and we're sitting around the campfire and Dean told this story

that was so good he said um he said essentially he like you look at a if you look at a comedian you you see them on like The Tonight Show and they pick up the microphone they do their thing and they do the thing and they land it and Everyone's like oh my gosh this is the funniest person on earth so you don't understand like the commun just get up there and like do his thing what happened is like two years prior he got a job he went to a dive bar bar over here he

wrote 10 jokes got in front of like 30 people and he tried this thing and he tried it and he told joke one two 3 four five and like one of the 10 jokes landed he's like okay that joke was good the rest were horrible goes back to his Apartment writes nine new jokes got nintend jokes goes next to ey bar gets in front of it boom he does it Nails the first jok he knows it's amazing Nails the other nine like two of the other nine work right now he's got three good jokes he

goes back rewrites the other seven comes back the next night boom he keeps doing it keeps doing it keeps doing till he knows he's got 10 of the most amazing jokes in the world then he gets on the big stage and performs and Every single joke lands okay it's the same thing what we're doing right now I have no idea what Hooks are going to work right so what do I do when I hear a story in the morning I jump on my phone I get my phone out as I'm driving to the office and

half you guys are like Russell don't drive while you're podcasting it's like a block and there's no anything anywhere I wish I could show people that I get anyway whatever so um uh I'm I'm doing my thing talking and I Tell the story right that's my first time then I come in I see Dave and Dave's like oh and I'm like like I tell your story I tell Dave the story right I tell a little differently this time and I'm like okay that worked that like it made sense he got excited I go out to

the like the bullpen with all the marketing teams and I tell them the story right and then I jump on Facebook live I tell the story that I tell it four or five times till I know how to Tell the story I see what lands I see what Hooks got people interested or if I tell a story and Dave's like oh that's really cool I'm like crap Dave's not flipping out is not a good story right and that's how we know so it's testing these things testing it testing it okay so when you have a

story it's like you're putting out different hooks like which are the hooks that people are grabbing on to what are the ones that are interesting what ones do people Actually pay attention to like cool now we'll build things bigger on those okay but you got to be practicing stuff all the time okay cuz if you're like I got to this business has to work it's got to be perfect it's got to be like I I don't want to screw this up so I'm going to wait until I tell my store I'm going to wait I'm

going to wait it's the equivalent of walking up on tonight show me like I never test this material let's go you would never do that right yeah we Do in our businesses all the time you can't do that you got to be telling the stories telling the stories okay every single one of you guys in here should be Facebook living your experience today like seriously like if you're not like why did you waste that experience there's some story that impact that will impact you today if not me by somebody else that affects your life and

your customers directly and you better be talking about that tonight when you get Home either podcasting video Facebook live something to start practicing it begins tonight doesn't begin Manana cuz Manana never comes okay all right so how do you find the hooks that you want to model so next time you guys are doing this and you shouldn't do this like it's really disgusting but maybe you're your desk doing this as you were scrolling through look at the stuff that stops you okay look at the stuff stop you're like why did that why did that hook

work What was it okay the 30 days book was not my idea someone else had a 30 days thing in another industry I was like that's a good idea he hooked it over there I'm going to hook it over here CU it made me stop okay after you find an ad instead of just looking at like that's a really good ad then you go to the ad and Facebook is on the coolest thing in the world now there's a little tab here it says ads and info you click on it and it literally shows you

every Single hook that that person is running right now so if you clicked on that right now you would see here's a couple of the hooks that Russell and John and the team are currently running so that's a lot of ads yeah we're throwing out insane amounts of hooks every single day okay and you can do this with any Advertiser you see their ad on Facebook you click on their thing and it'll show you here's every ad that they are actively running right now and you can See all the hooks so every time someone hooks

you stop pay attention go look at thing look at all the ads and start studying start looking start geeking out okay this is a lot of ads how many do we have on here all right now this is I was doing this last night as at like one in the morning I working on slides I was like how do I really sync this in and I started thinking about the two comic Club winners and two comic Club X winners I was like I want to show you Some examples of some of these right cuz you

hear these people all the time right you see their pictures you hear the stories you're like this is amazing I want to Club but how many guys have actually looked at the hooks that they're throwing out okay if they're in the T Club T Club X means they are insanely good at hook story offer otherwise they would not be here right so we should be looking at so I started looking I'm like I'm just Going to pull a couple random people um so the first one I pull here is Drew is Drew in the room

right now I think he is all right so this is um this is amazing so Drew one's company called fit to Fat to fit have you guys seen his ads before so Drew is a personal trainer who is ripped and amazing I might be telling the story WR it's awkward he's in the room so hopefully I tell it right but he was he was like ripped and amazing and um his clients are like well you've Never been fat so you don't know what it's like and he's like oh yeah this is what I'm going to

do I'm going to get fat super fat so he gained a whole bunch of weight to prove difference went from being fit to getting really really fat and then losing all the weight again okay probably not healthy like in retrospect I'm guessing but that is an amazing hook so you see here's every that thousand different weight loss offers out there like hey I'm sexy I'm Ripped and you see Drew sitting here with Jay Leno and he's like I went from being fit to Fat to fit and shows the before now it's like that hook is

amazing okay boom two comic Club X winers okay this is Natalie how many are Natalie hotson from last year there's there's Natalie right here okay two com Cup winners she's getting close to two comic cup X same thing right now what's interesting so Natalie's business um prior to this was a good business Right she had good hooks good story good offer it was like it was doing well but never like amazing right um but then she came back and she's like what's the hook what's the story like what what is it and she shifted from

her her other business that that was doing okay to this and you guys remember Natalie's story she talked about vulnerability last year talked about she was um doing this this live video and she peed her pants during it which is like the most Humiliating thing ever right and then she turned that into a product teaching women how to control that and went from zero to two com Cup winner in four months cuz the hook right find a better hook again if your funnel is not working it's always either hook a story or an offer okay

that Hook's amazing her story is insane and the offer was amazing million dollars in four months okay Garrett white there in the middle here's the landing page I Found of his one of my favorite landing pages how's this for a hook attention married businessmen learn how to unlock un okay learn how to unlock nearly unlimited sex power and money without having to cheat on your wife get a divorce ignore your children leave your church date with drugs or Party Like a Rockstar in Las Vegas what how do you not click on that as a man

I can have everything I want in life with all the bad stuff this is amazing Right he's a master at hooks if you look at anybody in this clubs right anyone who's on stage people that are doing what you want to do you guys they're amazing at hook story offer and if you want to be on stage you have to become better at hook story and offer okay so as you're telling your stories you start building inventory what are the hooks I can test out test out this test out this and my question is how

many hooks you guys actually throwing out you need be Throwing out a lot okay hook story offer and then one last thing I want to kind of show you guys if you look at this hook story offer this is happening at every single step in your funnel okay your ads there's a hook a story and an offer in your ad someone scrolling there's a hook you're telling a quick story you make an offer click here there's the offer then they come to your landing page there's a hook there's a story there's an offer then they

come They buy your product hook story offer upsale hook story offer like this framework is essential for you guys to master it's so simple that's what I want to start today with it's so simple but it's the most important thing you do it over and over and over and over again if something is not working inside your funnel it's always either your hook your story or your offer okay I don't care what funnel is we're going to learn about a ton of funnel types this weekend Okay you're learn out um challenge funnels and Summit funnels

and book funnel all ton of funnels doesn't matter which one it is this framework fits into every one of these funnels okay and the last one I want to mention is the the hook story offer this is the key hooks refer is the thing that grabs somebody brings them into your world and after you have them the next phase then is how do we increase the value how do we help these people along the line okay um in The books you guys got yesterday I actually printed out a copy of our value lad she see

this is our value ladder um and the person speaking after me is Stacy Martino I'm so excited to have her she's gonna be yeah you guys are G to love Stacy um but she is a master at taking people up to Value like how do you take people after you've hooked them you got them in into your world how do you love them and give enough value they want to continue to progress to you Throughout everything else you're doing [Music]