Full Episode Transcript
Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. You are about to listen to part 4 of 4 of my keynote presentation from Funnel Hacking Live, the exciting conclusion of this presentation. We’ve talked about offers, we’ve talked about stories and now we’ve dived into the hooks. And the hooks aren’t something that take as much time to explain, but it’s probably one of the hardest parts for people to do.
So make sure to pay a lot of attention to this part of it and start thinking through what are the hooks you could be throwing out. And hopefully you notice allt he hooks I throw out. I’m throwing out hooks every single day between my podcasts and the blog posts and the Facebook live’s, and Instagrams and on and on and on.
So hooks are the key because that’s what gets somebody’s attention and let’s them focus on your story so then you can make them your special offers. So I hope you enjoy the exciting conclusion of my keynote presentation at Funnel Hacking Live. With that said, I’m going to queue up the theme song, and then we’ll jump right in to part 4 of 4 of my presentation.
Okay, I’m going to go over the last step. We talked about offer, we talked about story, the last piece in this is the hook. 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 were sitting kind of like this, and most of you had your phones and you’re going like this.
So what a hook is, is the thing that makes you stop and be like, “Whoa.” That’s a hook. This is how I judge my hooks. I imagine all of you guys swiping and what’s going to make you like, “Whoa, hold on. I gotta finish so I can find out what that thing is.” This is literally what’s happening, in case you’re wondering like, ‘Oh 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 you have to find out about how gross and disgusting men are. But there’s a dude swiping while he’s…I’m like, seriously. Put it in your pocket for like 30 seconds, it doesn’t take that long. It was just amazing. That’s what they’re doing.
So you gotta imagine, this is what’s happening in today’s world. It’s not that they’re sitting at their desktop, studying you and reading things and researching. What’s happening is this. They’re flipping through their phone and 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 1 second, probably less, in the middle of the scroll.
If you don’t stop them right there and they don’t say, “Hold on, put the phone down, I gotta come back and check this out.” You’ve failed. 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.
Now the hook in and of itself does not provide, does not increase the value. The hook does not increase the value of what it 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 that you can tell them the story.
So every story you have has multiple hooks. That’s 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 people are going to resonate with and which ones don’t.
I was at a retreat, like a mastermind group with Brendon Burchard and Dean Graziosi and a bunch of really cool people, both of whom 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, “It’s interesting, if you look at a comedian, you see them on the Tonight show and they pick up the microphone and they do their thing. They do the thing and they land it and everyone’s like, ‘oh my gosh, this is the funniest person on earth.’ You don’t understand. The comedian doesn’t just get up there and do his thing.
“What happened is two years prior he got a job, he went to a dive bar over here, wrote ten jokes, got in front of like 30 people and tried his thing and he tried it. He told joke one, two, three, four, five…and one of the ten jokes landed. And he’s like, ‘okay, that joke was good, the rest were horrible.’ Goes back to his apartment, writes 9 new jokes, got the ten new jokes, goes to the next dive bar and gets in front of it, boom he does it. Nails the first joke because he knows it’s amazing, does the other 9 and like 2 of the other 9 work right. Now he’s got 3 new jokes. Then he goes back, rewrites the other 7 comes back the next night. Boom, he keeps doing it and doing and doing it, until he knows he’s got ten of the most amazing jokes in the world, then he gets on the big stage and performs and every single joke lands.”
It’s the same thing that 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 of 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 I’m doing my thing, talking and I tell a story right. That’s my first time. Then I come in and I see Dave and Dave’s like, “Ah!” and I’m like, “Ah! I gotta tell you a story.” I tell Dave the story. I tell it a little differently this time. I’m like, ‘okay, that worked. It made sense, he got excited.” Then I go out to the bull pen with all the marketing team and I tell them the story. Then I jump on a Facebook Live, I tell the story there. I tell it 4 or 5 times until I know how to tell the story. I see what lands, I see what hooks that got people interested.
Or If I tell a story and Dave’s like, “That’s really cool.” I’m like, “Crap. If Dave’s not flipping out, it’s not a good story.” And that’s how we know. So it’s testing these things, testing it, and testing it. So when you have a story you’re putting out different hooks, like which of the hooks are people grabbing onto? What are the ones that are interesting? What are the ones that people actually pay attention to? And then like, “Cool, now we’ll build things bigger on those.”
But you gotta be practicing stuff all the time, because if you’re like, “I gotta, this one has to work. It’s gotta be perfect, it’s gotta be, I don’t want to screw this up so I’m going to wait to tell my story, I’m going to wait, I’m going to wait.” It’s the equivalent to walking up on the Tonight show and being like, “I’ve never tested this material. Let’s go.” You would never do that, right? Yet we do it in our businesses all the time.
You can’t do that, you gotta be telling the stories, telling the stories. Every single one of you guys in here should be Facebook Living your experience today. Seriously. If you’re not, why did you waste that experience. There’s some story 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. It doesn’t begin manana because manana never comes.
Alright 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, it’s really disgusting, but maybe you’re at your desk doing this, but as you’re scrolling through look at the stuff that stops you. Look at the stuff that stops you and be like, “Why’d that hook work? What was it?”
Okay, the Thirty Days book was not my idea. Someone else had a Thirty 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.” because it made me stop.
Now if you find an ad, instead of just looking at it and being like, ‘That’s a really good ad.” Then you go the ad and Facebook had done the coolest thing in the world, there’s a little tab here that 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 hooks that Russell and John and the team are currently running.” “Russell, that’s a lot of ads.” Yeah, we’re throwing out insane amounts of hooks every single day.
And you can do this with any advertiser, you see their ad on facebook, you click on their thing and it will show you, here’s every ad they are actively running right now. You can see all the hooks. So every time someone hooks you, stop, pay attention, go look at the thing and look at all the ads and start studying, start looking, start geeking out. That’s a lot of ads, how many do we have on here?
Now this is, I was doing this last night. At one in the morning I was still working on slides and I was like, “how do I really sink this in?” and I started thinking about the Two Comma Club winners, the Two Comma Club X winners and I was like, I want to show some examples of some of these. Because you hear these people all the time, right. You see their pictures, you hear the stories and you’re like, “This is amazing, I want Two Comma Club.”
Now how many of you guys have actually looked at the hooks that they’re throwing out. If they’re in the Two Comma Club and Two Comma Club X it means they are insanely good at hook, story, offer otherwise they would not be here. So we should be looking at it.
So I started looking at it, I’m like, I’m just going to pull up a couple of random people. So the first one I pulled here is Drew. Is Drew in the room right now? I think he is. So this is, this is amazing. Drew owns a company called Fit 2 Fat 2 Fit, have you guys seen his ads before? So Drew is a personal trainer who was ripped and amazing, and I might be telling the story wrong, it’s awkward that he’s in the room, so hopefully I tell it right. But he was ripped and amazing and his clients were 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 to everyone. He went from being fit to getting really, really fat and then losing all the weight again. Probably not healthy in retrospect I’m guessing, but that is an amazing hook.
So you see, here’s like a thousand different weight loss offers out there, “Hey I’m sexy, I’m ripped.” Then 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 and after, and that hook is amazing. Boom, Two Comma Club X winner.
This is Natalie, how many of you guys remember Natalie Hodson from last year? There’s Natalie right here. Two Comma Club winner, she’s getting close to Two Comma Club X, same thing. What’s interesting, Natalie’s business prior to this was a good business. She had good hooks, good story, good offer, it was doing well, but never like amazing. Then she came back and she was like, “What’s the hook, what’s the story, what is it?” and she shifted from her other business that was doing okay to this.
And you guys remember Natalie’s story? She talked about vulnerability last year. She talked about how she was doing 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 Comma Club winner in 4 months, because of the hook. Find a better hook. Again, if your funnel’s not working, it’s always either a hook, story, or an offer. That hook’s amazing, her story is insane, and the offer was amazing. A million dollars in four months.
Garrett White there in the middle. Here’s a landing page I found of his, one of my favorite landing pages. How is this for a hook? “Attention married business men, 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, sedate with drugs, or party like a rock star in Las Vegas.” What? How do you not click on that as a man? I could have everything I want in life without all the bad stuff, this is amazing. He’s a master at hooks.
If you look at anybody in this club, anyone who is on stage, all the people who are doing what you want to do, you guys, they’re amazing at hook, story and offer. And if you want to be on stage you have to become better at hook, story and offer.
So as you’re telling your story, start building your inventory, “What are the hooks I can test out?” Test out this, test out this. And my question is, how many hooks are you guys actually throwing out. You need to be throwing out a lot. Okay, hook story, offer.
And then one last thing that 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. Your ads, there’s a hook, a story, an offer in your ad. Someone’s scrolling, there’s a hook, you’re telling them 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 to buy your product, hook, story, offer. Upsell, hook, story, offer.
This framework is essential for you guys to master. It’s so simple. That’s why I wanted to start today, it’s so simple, but it’s the most important thing. You do it over and over and over again. If something isn’t working inside your funnel it’s always either your hook, your story, or your offer. I don’t care what funnel it is.
You’re going to learn about a ton of different funnel types this weekend. You’re going to learn about challenge funnels, and summit funnels, and book funnels, 100 funnels, it doesn’t matter which one it is. This framework fits into every one of these funnels. And the last one it mentions, the hook, story, offer, this is the key.
Hook story offer 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? In the books you guys got yesterday, I actually printed off a copy of our value ladder so you guys could see, this is our value ladder. And the person speaking after me is Stacy Martino, I’m so excited to have her. You guys are going to love Stacy.
But she is a master at taking people up the value ladder. How do you take people, after you’ve hooked people and you’ve got them into your world, how do you love them and give enough value that they want to continue to progress with you throughout everything else you’re doing?
So I am out of time. I want to show one quick video and then I’m going to be done for this morning, and then Stacy is going to be coming out, which I’m so excited for you guys to meet her. This is a video we made last year at Funnel Hacking Live, we showed it at the very beginning. I want to show it really quick, it’s only about a minute long, but it’s going to kind of re-sum up my feeling of you guys as our funnel hackers and why we’re so passionate about this weekend. After the video is done, if you guys could go crazy, do a huge round of applause, and we’re going to bring Devon back out, when the video’s over. You guys ready for this? Here we go.
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently. They’re not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them, about the only thing you can’t do is ignore them. Because they change things, they push the human race forward, and while some might see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do.”