How and why we’re creating so many hooks, to bring more people into our world.
So they do all the scripting. I told him, I'm like, "I don't want to think. I just want to show up, film stuff, go home, and then a month later the videos launch and I'm not involved in the process of it." And so it's been fun because their team goes and they do the writing, they do all the things, and I show up and I them. And so some of you guys have probably seen some of the videos. The first one was me with a Coke and a Mentos bottle and a kitchen in an Airbnb we had rented showing if you put a Mentos in a Coke and it explodes and trying to catch all the Coke in a bottle.
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What's up, everybody? This is Russell Brunson. Welcome back to
the Marketing Secrets podcast. Today, we're going to talk about
cheesy videos, thrown out hooks, and a whole bunch of other fun
stuff. All right, all right, everybody. I hope you guys are doing
great today. Oh, man. I want to tell you about the fun things I've
been doing in my life. Well, let me step back. Okay, so those who
have followed the ClickFunnels journey for a long time, you know
that we're always trying to figure out different ways to get people
to join ClickFunnels and to buy my products and all the things. And
it's funny, because I get people all the time who ask me, "Why are
you still making so many ads and creating products and writing
books, and all these kinds of things?" And, for me, it's a couple
of reasons.
One is I love what I do. So there's the most important thing.
Number two is I feel like the things we're doing help us grab
different segments of the market and bring new people into our
world, which is exciting. Number three, if you've read the book,
Crossing The Chasm, we're at the spot now where we have I think
penetrated the early adopters and the innovators in our world, and
now we are moving across the chasm to try to get the rest of the
world to become funnel hackers and to join this movement that we're
so excited and so proud of. And so those are some of the things
that are happening. And so number four, I think number four, who
knows what number I'm on, number four is I feel like I'm trying to
create examples for you guys to model. And so there's a lot of the
reasons why I do it, and that's one of them.
So one of the things we did a few years ago was we hired the
Harmon Brothers. You guys know they did Squatty Potty and Fiber
Fix, and some of the most amazing viral videos of all times. So
they've done I think four or five. Anyway, They did a bunch of
videos for us that have gone viral that have been really good, that
were really, really fun. And last year, I actually was watching
Kaelin Poulin. Those who know Kaelin, AKA the LadyBoss, she grew up
in our world doing a lot of our stuff. And it was interesting
because about a year ago or so, she started doing these videos and
they were like viral videos, but instead of typically the Harmon
Brothers style video, they hire actors and actresses and
everything, instead Kaelin was the actress in each of the
videos.
And they were scripted out and they were funny, and I watched
these videos that she was rolling out and they were so cool and I
was so excited by it. And I messaged her a couple months later just
to see how they were going, and I can't remember the numbers, the
number I remember my head which could be completely wrong was 6X.
She was like, "This has grown our company 6X, these new videos."
And I got excited. I was like, "I want to do that, make funny
videos." But I'm the person in it as opposed to hiring actors and
stuff, but I didn't have the time or the bandwidth. My team, we
have a million things happening. And so it's cool though, there's
another company that's competitors to Harmon Brothers, but their
business model's a little different. Instead of doing one highly
produced video that costs $1 million, they do a whole bunch of
smaller videos.
And so the guy that owns it, his name is Travis Chambers. He
lives here in Boise, and so messaged him, because I was like, "If I
could do these videos and not have to leave Boise, that'd be
amazing." And so we ended up working out a deal, and basically
we're doing 12 videos with them where each month we launch a new
video and they're fun. So they do all the scripting. I told him,
I'm like, "I don't want to think. I just want to show up, film
stuff, go home, and then a month later the videos launch and I'm
not involved in the process of it." And so it's been fun because
their team goes and they do the writing, they do all the things,
and I show up and I them. And so some of you guys have probably
seen some of the videos. The first one was me with a Coke and a
Mentos bottle and a kitchen in an Airbnb we had rented showing if
you put a Mentos in a Coke and it explodes and trying to catch all
the Coke in a bottle.
And the first time, it didn't work. Second time, we put a funnel
and it works and you catch way more. And so it's this video, and
it's me acting. I know. If some of you are watching it, you've seen
me like, "This is cringe-worthy, Russell. You should not be
acting." I'm like, "I know, I'm not an actor." But that was the
first one we did. Next one we did, it was this lemonade stand
scene, which was really funny. We blew things up, and it's hard for
me to go back and watch these, I'm like, "Oh, it's so painful for
me to watch myself act. It's so embarrassing." Then we did a
Mission Impossible theme where they strapped me to a harness and I
was drop from the ceiling. Then we did a first person shooter one,
which is really fun. And yesterday we filmed the one that was an
angel and the devil where I was the angel and I was the devil on a
dude's shoulder trying to convince him to use ClickFunnels.
And then today we're filming one for the Five Day Lead Challenge
with lead magnets and a bunch of other stuff. And anyway, it's just
fun. So every other month, we go and spend two days, we knock out
two videos, and then we're doing 12 of them. Basically, we're
launching one a month. So we're putting these things out there. And
it's funny because I guarantee some people, especially I'm sure my
competitors, are like, "Russell, you're such a dork. Why are you
doing this? It's so embarrassing? Why are you putting yourself out
there?" And I'm doing it for a couple reasons, and most of them
were the same reasons I talked about earlier. I'm legitimately
proud of what we do, and my job, if you've read the Traffic Secrets
book, is to create hooks, to grab people's attention so I can tell
them my story so then we can make them an offer.
And so all these things are just different hooks. Me dropping
from the ceiling to get people to OFA challenge is the hook. Me
being an angel and a devil and acting horribly, because I'm not a
good actor, is a hook to get somebody to stop the scroll so I can
tell them my story, so I can bring them into our world. And all
these things are that way. So I'm telling you guys this because I
know some of you guys aren't making ads because you're embarrassed.
"Oh, I look stupid. I'm not funny. I'm not blah, blah, blah,"
whatever the insert excuse here. Some of you guys are doing it
because you don't know how to act or you don't feel comfortable on
camera. Do you think I feel comfortable on camera doing these
things.? No, I don't not, even a little bit. It's so awkward for
me. They were making me do these voices that were so embarrassing.
I watched the video afterwards, it's all super cringe-y.
But then it launches and, oh my gosh, it grabs people's
attention. It stops the scroll and it's bringing new blood into my
world. And so that's why I do it, because it's the way I reach more
people, it's new hooks to throw out there. It's new creative
putting out there all the time. The more creative you put out, the
more people you can grab, the more attention you can get. And so
that's one of the big reasons. Number two is I'm trying to model
for you guys what's working. You look at Kaelin's videos, and if
you haven't, go follow their fan page and watch her videos. They
are killing it with it. And she's a better actress than me by far.
Her videos, I mean, come on now, she's just great at what she does.
I'm the dorky version trying to be cool like her, and I'm not as
cool as her, but they still work.
And so it's modeling, "Why is Russell doing this? This is
goofy." Instead of being, "Why is he making these goofy videos?"
it's like, "Huh, maybe there's something behind these. Maybe I
should try to make something like that. How can I have some fun
with it?" I remember when we first started thinking about how do we
throw more hooks out there? Dean Grasiozi was the one I was
following at the time, and he was putting out so many videos. He
was doing magic trick videos. He was doing him and his daughter's
soccer game videos. He was doing thing after thing after thing, and
I was like, "I need to put out more hooks. I don't even know what
to do." And it was hard for me. And so by hiring somebody and
putting it in a process, it's something where it's forcing me to
put out these hooks way more often.
And so, anyways, hopefully, again, I know a lot of you guys, you
go and you buy the book, you buy the course, and you hear me talk
about throwing out all these hooks. Yes. That's a big part of it,
but that's not the full point of it. The full point isn't for me
just to tell you about getting hooks. It's for me to actually do it
so you can see me and be like, "Oh, that's what Russell's talking
about. He actually practices what he preaches. Unlike most of the
gurus who just talk about something, Russell's actually doing this.
Let's model what he's actually doing anyway." Anyway, so I'm sure
if you've seen the videos, that's what they are. If you haven't
seen him yet, I'm sure you will see them and they will keep popping
up and you'll be like, "Man, that Russell Brunson, he's the hardest
working man in this industry. He cares more about this craft than
anybody because he's willing to embarrass himself and put out all
these hooks."
And it's true, because I love what I do. I love my message. I
love the people that we're serving. And so I'm willing to be
uncomfortable and be goofy to get their attention. It's
interesting. I remember hearing, I can't remember who it was, but
this is probably a decade ago or something, I was studying, I
wasn't studying acting, but I was studying actors who were
successful, and I remember reading a quote from somebody saying,
"If you realized how to be a good actor, you do things that make
you feel so uncomfortable then on camera seem normal." And I
remember hearing that and I was like, "Oh, weird." And I remember
the very first time I was trying to get PR, oh excuse me, I tried
to do an infomercial. That was the first time. I tried to do
infomercial and I remember my host came on and he was interviewing
me on the infomercial and after the first take or so he
stopped.
He's like, "All right, this is the deal." He's like, "If you
talk normal, you sound like you're dead on TV." He's like, "You
have to be up like this and super excited and then you sound normal
on TV." And so he said, "That's the energy you have to have, it's
way up here, to be able to sound normal." And so he kept training
me and forcing me to do these things that stretch, that made me
feel uncomfortable. He's like, "Take it to the level 10, level 12,
level 15," wherever it is. And then he's like, "Now you seem
normal." And sure enough, when we watched the infomercial back, I
was like, "Oh, it actually doesn't sound goofy. It sounds normal.
Whereas if I sounded normal, it sounds like I'm dead." And that was
just a big a-ha. Same thing when I did media training before I
tried to do my PR the very first time. You've got to grab someone's
attention. If you talk like you normally do, nobody's going to pay
attention, you're not going to get people's attention.
And that was 18 years ago, 15 years ago, whenever it was.
Nowadays, it's way harder. How many ads do you swipe through on
Facebook or Instagram every single day? How many times has somebody
heard about Dotcom Secrets or Expert Secrets or ClickFunnels or One
Funnel Away Challenge, and they even ignored it until they saw me
dropping from the ceiling like Ethan Hunt in Mission Impossible, or
until he saw Shoulder Angel Russell fighting with Shoulder Devil
Russell. And then all of sudden, they're like, "Wait. What?" And
they watch it and they're like, "Okay, I've got to try this thing
out." What's the hook that's going to finally get the person's
attention? You don't know until you go out there and do it, and do
it, and do it. So anyway, that's why. That's the purpose. I hope
that it help
With that said, I'm going to get cleaned up, because in one hour
they're picking me up for my next video. This one's going to be
goofy too. Not as goofy as yesterday's. Yesterday's, I'm actually
really excited for the shoulder angel and shoulder devil one. But
today's is one for our Five Day Lead Challenge. Like I said, every
single month, we're picking a new video to do and trying new hooks.
Some hooks will work, some won't, but you don't know until you
throw them out there. So that said, you guys, get back to work. Go
make some more hooks. Make some more videos. Throw it out there.
Get your audience's attention and try to change the world in your
own little way. Thanks again, and I will talk to you guys all again
soon.
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