How to create the right hook that’ll make it so that selling becomes almost super easy.
On this episode Russell gives a condensed version of a training he did for Two Comma Club X, where he teaches about the hook, story and offer. Here are some of the things you will hear on today’s episode:
-- Why it’s so important to have a hook that grabs people’s attention.
-- What he used as the hook for his recently launched Book of Mormon Challenge Podcast.
-- A few other examples of hooks people used to sell their own products, and why they were so effective.
So listen here to get a quick idea of what you need to know about having a great hook and story to be able to really sell what you’re offering.
One of the biggest things we talked about and we noticed is the key is like, for the really good offers, there’s three pieces. There’s the hook, the hook that grabs you. What’s the thing that grabs you? What’s the thing that grabs you?
And then there’s the story you tell behind that, and then there’s the actual offer that they’re going to get. And then each component of the offer there’s a hook, a story and an offer for each component of the offer. I wish I had more time to share everything, but the thing I wanted to share with you guys today is, it’s one of the most important things. What’s the hook of the story that you’re sharing?
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What’s up everybody? This is Russell Brunson, welcome to the
Marketing Secrets podcast. Today I’m going to be talking about a
hook, a story, and an offer.
Alright everybody, I hope that today has been amazing for you so
far, whenever you’re listening to this. I want to share with you, a
lot of you know that we launched, at the Funnel Hacking Live event
we launched the Two Comma Club X coaching program, and it’s
insanely good. It’s amazing, but there’s kind of the pros and the
cons of it.
The pros are it gives you everything you could possibly need to
start, launch, scale, grow your company. The bad thing is there’s
like so much stuff that people get overwhelmed. So I wanted to go
through and record a fast track that kind of goes through a higher
level, like fast track of all the courses in order so people kind
of know where they’re going.
So this week I recorded module number two, or fast track number
two, which was called hook, story and offer. And went on for like
45 minutes, and I think it was pretty good, and then one of the
guys in the group, he’s probably listening to this right now, so by
the way, thank you. He said that, “I listened to every one of
Russell’s podcasts, I’ve been to two Funnel Hacking Live events,
I’ve done every course, every book, that was the best training I’ve
ever done from Russell.” I was like, “That’s awesome.”
And I had a 45 minute conversation with Dave Woodword and James
Friel when we were lifting weights on Wednesday, talking about it
as well. And unfortunately I have to jump on a video here in like
an hour, so I can’t go too deep into this, but I did want to share
some thoughts with you guys because I think it’s super, super,
super essential and I wanted you guys to think through it for
yourself.
So what I want to talk about is, what’s the hook and the story
of what it is you’re selling? Now, in the video that I did for our
Two Comma Club X members, it was like, I was going into offer
hacking. How to find people’s offers and hack them and all sorts of
stuff like that, but one of the biggest things we talked about and
we noticed is the key is like, for the really good offers, there’s
three pieces. There’s the hook, the hook that grabs you. What’s the
thing that grabs you? What’s the thing that grabs you?
And then there’s the story you tell behind that, and then
there’s the actual offer that they’re going to get. And then each
component of the offer there’s a hook, a story and an offer for
each component of the offer. I wish I had more time to share
everything, but the thing I wanted to share with you guys today is,
it’s one of the most important things. What’s the hook of the story
that you’re sharing?
And if you don’t have one yet, you need to create that. So in
the video I went through and I took, if you guys know Drew Manning,
he’s one of our Two Comma Club winners, he’s an awesome dude. He’s
got a program called Fit to Fat to Fit. And his story is, he was a
trainer for his whole life and helped a lot of people get skinny,
but he never actually knew what it was like, so he’s like, “You
know what, I’m going to get fat and then I’m going to try to get
fit again.” So he went and gained like, I don’t know, 100 pounds
and told the whole world. “This is what I’m doing, I’m gaining a
bunch of weight, it’s going to be a huge thing. I’m going to fat
and then I’m going to lose it again.”
And because of this story, this hook of this story he got tons
of PR, he was on Jay Leno, all sorts of stuff. And now it’s like,
whatever he sells, it’s like, “Hey, I’m Drew, I’m the fit to fat to
fit guy. I’m the guy who was a trainer who never knew what it was
like to be fat so I gained a whole bunch of weight and then I lost
it all again.” And then anything that he says after that, people
will give him money. You want to know why? Because the hook of the
story is so good.
Drew, if you’re listening to this, there’s a lot of critiques I
could give you to help you make your offers better, because
that’s…but because the hook, it doesn’t really matter. A good hook
and a good story will make up for a lot of other stuff. He’s
killing it, and I was like, imagine, there’s stuff that…..anyway,
someday I’m going to work with him personally and just be like,
“This is how you ramp it up.”
But his hook and his story is so good that he’s making millions
of dollars now. I was thinking about this, throughout time. If you
guys remember Robert Allen, he has sold over a billion dollars
under the Robert Allen brand. And Robert Allen had a really good
hook and a story. He told people, “you could take me anywhere in
the world, throw me in any city without any contacts or whatever,
and within a month I will have purchased a house with no money
down.” Or whatever. He told people that and no one believed
him.
So he actually did it, did this big PR stunt, went and flew
somewhere, did the whole thing and boom, he became Robert Allen
because of that, the hook and the story. Natalie Hodson, Natalie
spoke at Funnel Hacking Live, she’s amazing. What’s amazing about
Natalie is the hook in her story. It’s funny, because there are
people now who are trying to knock off one of her products, her
first Two Comma Club product. It took her 4 months to go from zero
to Two Comma Club with a $37 ebook, which was teaching women who,
mothers how to not pee your pants. “Abs, Core, Pelvic Floor.” And
she sold like 50 or 60 thousand copies of this ebook.
It’s funny because there are a lot of people now trying to knock
her off, and they’re all going to fail because they’re copying the
offer but they’re missing the hook and the story. So what’s
Natalie’s hook and story. Well she was on a…I think she was
actually in a video with Drew, if I remember right, it’s a small
world. Anyway, so she’s filming a video, a workout video and in the
video she pees her pants.
And instead of hiding it she decides this is a good, I don’t
know if she consciously did this, but she put it out there and it’s
an amazing hook. “I’m a fitness trainer, I’m teaching people how to
lose weight and I’m sitting there live on camera and I peed my
pants, here’s pictures of it, it’s so embarrassing.” So she tells
that story, the hook and story and people get excited. And then
boom, 60 thousand copies of her book later.
The hook and the story were so, so good. And the better the hook
and the story are, I’m not saying the offer can be worse, but like,
the better hook the story is, you can sell anything.
It’s funny, Drew is actually selling Ketosis stuff now which has
nothing to do with his actual fit to fat to fit story, but the
story and hook is so good, he tells the story, people are hooked
and then boom, he can sell them whatever he wants at that
point.
So for you, I want you thinking, what’s my story, what’s the
thing? Some of you guys may know, I launched my religion podcast
this week actually, yeah this week. I went through the same process
here, I could just make a podcast like, “Hey, I’m going to teach
you what my beliefs are..” but the hook and story were horrible. I
need a hook and I need a story. It’s got o be something that’s
going to drag people in.
The good thing about stories is people share stories. They’re
like, “Oh, there’s this girl named Natalie..” “Oh this guy named
Drew he went fit to fat…” and they tell the story right. So I was
like, I need a story. I didn’t consciously do this, but this is
what came out. I was like, I need something really, really cool. So
the hook for my podcast was basically, “I’m Mormon, I believe in
the Book of Mormon, and I look at my house, there’s all these Book
of Mormon’s laying on the ground everywhere that I never read. They
just sit there. And I realized this thing that’s so important to
me, I’m not treating it…I’m treating it lightly.”
And so I was like, I need to make this real to me. So I went
online and I found on eBay a copy of one of the original 5000 Books
of Mormon, I spent a small fortune on it, and now I’m reading it
and sharing my journey because I want to make it special to you
again, right. So that was the hook. And now I got all these people
who are sharing my podcast that are like, “This dude Russell, he..”
all my Mormon friends, it’s kind of fun watching. They’re sharing
it and like, “my friend Russell, he’s a Mormon too..” so they’re
sharing it in Seminaries and Elders Quorum.
Anyway, it’s kind of fun how fast it’s growing inside the church
because everyone’s like, they feel that same way. Like, “Man I feel
the same way.” If you’re Mormon and you’re like, “I don’t treat the
Book of Mormon like I should.” And all the sudden there’s this guy
who felt the same way so now he spent a fortune, bought an original
one and now he’s taking us on a journey.” And all the sudden people
are like, “Oh, I want to be part of that story.”
I’m sure there’s a lot of people who, I think about Drew and
again, I don’t know Drew’s whole story, I don’t know him super
well. But you know, one of the biggest things in the weight loss
space, I see when people try to teach people how to lose weight,
but they’ve never been fat in the past, it’s hard for them to get a
lot of traction. A lot of times they can do personal training, but
it’s hard for them to blow up as a celebrity, as a guru, as an
expert or whatever you want to call it because the masses are like,
“Well they don’t know what it’s like to be fat.”
So he told that story and now everyone’s like, “Dude, this
trainer who wanted to prove that he could do it. So he gained all
this weight.” Now it’s a story worth sharing, it’s a good hook.
Now the same thing happened with this, it was a story so it
started getting spread. Then this week I was like, “I need another
good hook and good story. What can I do to get people listening to
this, now that it’s live and it’s launched?” Some of you guys saw
yesterday, I actually, there’s this guy in the Mormon church, his
name is Parley P. Pratt, he lived back in the 1800s. And someone
gave him a copy of one of the original Book of Mormons, because
that’s all that they had back when they first came out. And he
started reading it and he read the entire thing in a day. He said
that eating and sleeping became a nuisance to him.
Anyway, I found out that yesterday was actually his birthday, so
I was like, “I’m going to do a Parley P. Pratt day.” So I took the
day off of work, and I went and read the entire, well I tried. I
spend 18 hours, I almost got halfway done. It’s a big book. But I
read the whole thing. I did a Facebook live where Italked about it.
And this is something that I put zero dollars in advertizing
behind, I just posted on my personal wall, “Hey, I’m doing this
crazy thing.” And from that, I think this morning it had like 3.9
thousand views, over 1500 comments, likes, and shares, like
interactions with it. And hundreds and hundreds of people
subscribed to the podcast from it.
So it was like this thing. I made a story, an event, a thing out
of it and that’s what got people excited. It was the hook and the
story. Now people are subscribing to the podcast. If you’re
interested in my beliefs and my faith go to
bookofmormonchallenge.com you can subscribe and listen in.
But that’s kind of what it is right, you’re creating a story,
you’re creating a hook and story that gets people interested.