12 Story Elements To Maxamize Funnel Conversions - FunnelHackerRadio.com Podcast

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00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward hey everybody welcome
00:18
to funnel hacker radio today I’m super
00:20
excited I have Michael Haig with us
00:22
today Michael welcome welcome thank you
00:25
thank you it’s a pleasure to be here
00:27
many people in our industry probably
00:29
don’t know you because you come from a
00:31
Hollywood industry and I think that’s a
00:32
real fun exciting opportunity for people
00:35
to find out why in the world on funnel
00:37
haker radio we’d be bringing in a
00:39
Hollywood super star legend here and I
00:42
think the key is the impact of really
00:44
what we want to focus this entire
00:46
podcast around and that’s the importance
00:48
of stories so real quick to give you a
00:50
little background on Michael he’s been
00:52
in the in the Hollywood scene basically
00:55
over the last 35 years as a screenwriter
00:57
working as a consultant of studios movie
01:01
stars one of the probably most
01:02
well-known is Will Smith has helped him
01:04
with a lot of stories in in the movies
01:07
as well as the world world traveling
01:10
lecturer and helping people really
01:12
understand the impact of stories in all
01:13
frames of business so Michael anything
01:16
else you want to add to that
01:17
introduction um no that’s pretty much it
01:20
it was I except I’m not a screenwriter
01:23
myself I’ve always been on the receiving
01:25
end of stories and scripts starting out
01:28
as a lowly reader just reading a lot a
01:30
lot of bad scripts for agents and
01:32
producers and then work my way up until
01:34
I was on the receiving end of scripts
01:38
for producers and studios and they’re
01:40
not evolved into consulting with various
01:43
writers and producers etc and out of
01:46
that grew a couple books and my
01:48
lecturing career which has been going on
01:50
and then out of that it expanded to
01:53
include storytellers in other arenas
01:55
first novelists and then what I call
01:58
non-professional storytellers meaning
02:00
they’re using story and other businesses
02:03
so internet marketers attorneys public
02:05
speakers etc fantastic so guys
02:09
everyone’s listening I really want to
02:10
make sure you understand the whole
02:12
reason why this
02:13
such a critical part to your business
02:16
and that is stories is what attracts
02:18
people if you’ve read the dot-com
02:21
secrets book that Russell produced last
02:22
year you’ve ran across the attractive
02:25
character and we spent some time talking
02:27
about that also the the idea as far as
02:29
the star story solution and how that
02:31
really weaves into not only your actual
02:34
sales funnel drawing people in making
02:36
them attracted to you but then also in
02:39
all of your emails so if you don’t mind
02:41
Michael let’s try to start off right
02:42
with regards to the whole attractive
02:44
character why is it so important and how
02:46
do you use it in selling product well
02:51
it’s critical for several reasons but I
02:55
think the number one reason is this that
02:58
for a story to be effective first and
03:01
foremost the number one goal any story
03:04
has storyteller has to have I don’t care
03:06
if you’re a movie director screenwriter
03:07
we’re in a no marketer or a public
03:10
speaker or whatever you must know how to
03:12
elicit emotion
03:14
the reason stories are so powerful is
03:17
because they get us to feel something
03:18
not just think you can get people to
03:21
think with a good story you can move
03:23
them to action you get them to change
03:24
their mind you can get them angry you
03:26
can do all kinds of things but you can’t
03:28
do any of those things at first they
03:30
aren’t feeling something because stories
03:33
allow us to participate in what’s
03:36
happening on an emotional level and the
03:39
way that participation works is the
03:42
story will always have a hero a
03:44
protagonist a main character and if the
03:46
story is well told we we meaning the
03:49
reader of the story or the audience for
03:51
the story we will empathize with that
03:54
character will identify that character
03:55
and actually on a psychological level
03:58
become that person
04:00
and so with a story you can actually
04:02
give your reader the emotional
04:05
experience of doing what the hero of
04:09
your story does so let’s say you’re
04:11
using it as a marketing tool let’s say
04:14
it’s a success story you’re telling
04:15
about someone who benefited from your
04:17
product or someone who benefited from
04:19
your service if you’re if you’re a
04:22
consultant of some kind that means when
04:24
you tell a story about it rather than
04:26
just giving five
04:27
some figures about profitability when
04:29
you tell a story the person hearing the
04:31
story actually becomes the hero of that
04:34
story who worked with you and at the end
04:36
of the story they have actually had the
04:38
emotional experience of using your
04:40
product so it’s not a matter of
04:42
persuading them to get something unknown
04:45
its leading them to buying something
04:47
they’ve already in a certain way used
04:50
because they experienced it through the
04:52
story you told so if you don’t have at
04:55
your core that attractive character for
04:58
us to connect to none of those other
05:00
Domino’s are going to fall and you’re
05:03
not going to be as effective at leading
05:04
us to taking the action you want us to
05:06
take meaning your Mart your buyers your
05:09
customers thank you I know a lot of
05:12
people when they’re trying to put
05:14
together this story that’s probably the
05:15
most difficult things it’s it’s kind of
05:17
like as a writer you always have the
05:18
hardest part is getting that first
05:19
thought down on paper and moving forward
05:21
how do you help a person who doesn’t
05:24
feel like they really have that much to
05:26
offer as being the hero themself how do
05:29
you work with them to help them
05:31
understand what their strengths are and
05:33
also what their kryptonite is or what
05:35
their power their weakness is what types
05:37
of things have you done as you’ve worked
05:38
with people to help them craft that type
05:40
of story well first of all I try and
05:45
convince them that storytelling is not
05:47
as hard as they might believe it is I
05:50
mean I tend to think I would guess that
05:53
almost everybody listening to this
05:55
podcast right now is thinking of
05:58
themselves well you don’t have to
05:59
convince me that storytelling is
06:01
important what you got to do is tell me
06:03
how to do it because I don’t have a clue
06:04
and and especially there’s this thought
06:06
that I was in an English major I didn’t
06:09
know anything about that I barely
06:11
scooted through as a sociology major
06:13
which was my major but okay but so I I’m
06:16
not this wordsmith and so on and it’s
06:19
really not that it’s really about doing
06:21
something you’ve been doing your entire
06:22
life and that is telling stories about
06:24
things that happen to you or things that
06:25
happen to people you knew and so you
06:28
want to get rid of this idea that you
06:30
have to weave magic with words good
06:33
sales copy good you know no marketing
06:36
emails are very simple they’re easy to
06:38
read they’re fun to read they flow
06:39
easily they’re just
06:40
conversational and when it comes to
06:43
telling a story about yourself a lot of
06:47
the obstacles I encounter is that
06:48
writers will say well why would anybody
06:51
want to hear a story about me I’m nobody
06:53
I’m not a celebrity I didn’t climb out
06:55
Everest I didn’t you know find a cure
06:57
for some disease so I’m just an ordinary
07:01
guy but if you think about Hollywood
07:03
movies most Hollywood movies unless you
07:07
extract out big superhero movies like
07:10
The Avengers or something are about
07:12
ordinary people who are appealing or who
07:16
we want to see their story not because
07:18
they were extraordinary at the beginning
07:19
but because they faced big obstacles and
07:22
then haven’t found a way to overcome
07:24
those and if you’re telling a story
07:26
about yourself as a path to selling a
07:29
service or a product it means that you
07:32
deeply believe or you have had
07:34
experience with this method or service
07:36
of these principles of this product that
07:39
allowed you to overcome big obstacles in
07:41
your life and by using these principles
07:44
you’ve got someplace that you think your
07:46
potential buyer wants to be and that’s
07:49
all the story’s going to be so it’s not
07:52
so much about Who am I or why would
07:54
anybody want to hear this it’s really
07:56
about what did you do to overcome a
08:00
problem that other people are
08:02
encountering and how can you help show
08:04
them how you were able to overcome it so
08:06
that they can as well and your product
08:09
your service is going to be the tool
08:10
that enables them to do that great I
08:13
know it in the weight loss industry
08:15
that’s probably one of things we see
08:16
quite happen quite a bit where a person
08:18
says you know I was 65 80 pounds
08:21
overweight and I came across this
08:23
program and because that I lost the
08:25
weight and I’ve kept it off for this
08:26
period of time and so that becomes the
08:28
they become that story and it’s the
08:31
story themselves that are selling it or
08:33
it’s the testimonial and they then take
08:35
that testimonial and they use that as
08:37
the person who’s is creating a story can
08:40
you give me some other ideas and other
08:41
niches as far as ways that other people
08:43
would use that type of of idea or
08:46
example other anisha’s besides
08:50
internet marketing is that what you mean
08:52
are other types of products
08:53
aside from like weight loss weight loss
08:55
to me is a real easy one I mean what are
08:57
some other tattoo stories you’ve seen
08:58
they turn it back to you give me an
09:01
example of anything that might be sold
09:03
in an internet marketing arena and I’ll
09:05
tell you how that would apply all right
09:07
because I bet you can’t find one that
09:09
would so I’ll challenge you here not a
09:12
problem I think one of the easy ones
09:16
probably would be on a coaching stint so
09:18
take for example if I want to sell a
09:19
mastermind I’ve got $10,000 coaching
09:23
program I want to put 25 people in that
09:25
10,000 our coaching program okay
09:29
so let’s let me take you through a few
09:31
steps on how we get to what that story
09:33
would be it might be a story about you
09:36
it might be a story about someone else
09:37
but the first thing you want to ask
09:40
yourself okay is what is the problem
09:43
that this mastermind is going to solve
09:44
for me me meaning your potential buyer
09:47
your avatar or whatever it might be what
09:49
is the problem is that is that a
09:51
mastermind about how to expand your
09:52
business how to make more money how to
09:55
invest how to become a better athlete
09:58
that might be master body rather than
10:01
mastermind but but you ask yourself okay
10:05
what is the problem that I am solving
10:08
for someone or that this offer I’m
10:11
making is going to solve because one of
10:14
the things I think and I maybe everybody
10:15
understands this maybe it’s apparent is
10:17
every dollar ever spent in the history
10:21
of monetary exchange was spent to solve
10:25
a problem that’s it not it not a single
10:28
dollar changes hands or ruble or yen or
10:31
whatever it might be it’s always there’s
10:33
a problem I I want better food I want to
10:35
feed myself I want to have shelter I
10:38
want to be less bored I want to be more
10:40
educated I want to get laid I want to
10:42
find true love I want to lose weight I
10:44
want to gain weight I want to be strong
10:46
whatever it might be it’s always going
10:48
to be to solve a problem so you better
10:50
define very specifically what the
10:53
product what the problem is that this is
10:55
going to solve then when you know that
10:58
then you say okay how is this going to
11:01
solve it what is it that this mastermind
11:04
is going to offer or provide
11:07
do how is it going to be organized
11:09
what’s going to be the content and so on
11:11
that separates from other masterminds I
11:13
might join that it’s going to help me
11:17
achieve that goal that solved that
11:19
problem I want to solve okay and then
11:22
when you know that then you ask yourself
11:23
okay is this something that has already
11:26
existed can you point to a testimonial
11:28
can you point to a success story well we
11:31
had five people last year in the
11:33
mastermind and they’re all
11:34
multimillionaires okay if you can do
11:36
that great you pick one of those success
11:38
stories and you turn that into a story
11:40
if it’s first out of the gate if you’re
11:42
organizing a brand new mastermind and
11:45
what I would say is okay
11:47
any mastermind I know is built on a set
11:49
of principles an approach or it’s going
11:53
to attract a certain kind of person so
11:55
they can be mutually helpful so even if
11:58
you haven’t if the mastermind hadn’t
12:01
existed you could certainly point to
12:03
other people have succeeded using those
12:06
principles or point to the success of
12:08
the other people who are going to be in
12:10
the mastermind or if you’re the leader
12:12
of it what is your experience what is
12:14
your been success been using these
12:16
principles with others and now you’re
12:18
going to tell a story about that so that
12:21
someone will say well gosh if you had
12:22
that kind of success for those other
12:24
people I bet you can have it in this
12:25
mastermind and I get to be a part of
12:27
that so it’s and you that would have
12:30
been the same process to go through if
12:32
you ask me about collecting dolls or if
12:35
you ask me about overcoming a medical
12:38
condition or if you ask me about how do
12:40
you make more money as an internet
12:43
marketer it’s always that same set of
12:45
questions I love that I think that’s if
12:47
get if people focus on the problem
12:48
that’s being solved that changes
12:50
everything it really helps the story
12:52
really develop so I’m a great great idea
12:54
I love that yeah and there’s one other
12:56
reason I might add to that and that is I
12:58
said sort of at the top the primary goal
13:00
of a storyteller must be to elicit
13:03
emotion which is one of the reasons by
13:05
the way that Hollywood serves is such a
13:07
great model for story principles that
13:10
apply because Hollywood among all other
13:13
arenas in civilization is the master at
13:16
creating emotional experience that’s why
13:18
Hollywood movie
13:20
at the box office in any given year make
13:22
about 10 billion dollars just in the US
13:25
and Canada just in theaters and so and
13:28
it’s like 30 plus worldwide and the
13:31
reason they can reach so many people and
13:33
make so much money is because they’re
13:34
promising an emotional experience and
13:37
they’re delivering it so the reason what
13:40
you just said about focusing on the
13:41
problem or that you reiterate it is
13:43
because emotion grows out of conflict
13:46
it’s there’s a lot of desire if you want
13:50
to lose weight that’s not really that
13:53
involving but if you want to lose if you
13:56
have tried multiple times or you have
13:59
been given a crisis status by your
14:03
physician who says you lose this weight
14:05
or you’re not going to live more than
14:06
another year or if you’re facing the
14:10
obstacles that everybody faces with
14:13
diets that don’t work or exercise
14:15
programs that don’t work it’s those
14:17
obstacles that have to be overcome that
14:19
are going to create the emotional
14:21
moments in the story a more emotional
14:22
and more emotional story pulled your
14:25
reader in and allows them to participate
14:28
and experience those obstacles and then
14:31
if your product or your process helps
14:34
your hero overcome them again we’re back
14:36
to what I said now we have had the
14:38
experience of overcoming obstacles we
14:40
could never overcome before because
14:43
you’re providing us a new path and
14:45
that’s what’s going to get us to by not
14:48
your statistics I mean statistics help
14:50
of course if you can say 90% of the
14:53
people who did this lost this many
14:54
pounds in this much time of course
14:56
that’s helpful but it’s not emotional
14:58
not the way telling a story about the
15:01
obstacles that you can actually help me
15:03
overcome that I’ve never been able to is
15:05
going to be I love that I love the idea
15:07
as far as an emotion grows out of
15:09
conflict so how do you get how do you
15:11
help a person become a better
15:13
storyteller as far as to really elicit
15:15
high emotion or high conflict in a short
15:19
period of time whether it’s through
15:20
email copy or if it’s on their actual
15:22
sales funnel what what are some of the
15:25
keys and tricks and steps that you’ve
15:27
used over all the decades you’ve been
15:29
working in this industry to really
15:31
elicit high emotion
15:34
well as someone who works with
15:38
storytellers in all these arenas the
15:41
process I use always boils down to sort
15:44
of one key thing and that is I’m gonna
15:45
ask a lot of questions I’ll ask a lot of
15:48
questions that the storyteller might not
15:50
be asking themselves in fact you saw me
15:52
do it just now I said well you tell me
15:54
you till you answer this question for me
15:56
it’s like what is the problem your story
15:58
your your product is gonna solve who are
16:01
you’re trying to market it to what is it
16:03
that they want to achieve where do they
16:05
want to be that they’re not right now
16:06
why do you how do you know this is going
16:08
to work how much experience have you had
16:10
and then I also get into some deeper
16:13
issues because there’s another kind of
16:16
conflict besides just the external
16:18
obstacles sure there’s exercise and so
16:21
on you have to do if it’s a weight loss
16:23
program or sure there’s work you have to
16:25
do and things you have to learn to make
16:26
money but there’s also and this is what
16:30
makes a story richer and deeper in my
16:32
opinion there’s also those internal
16:34
obstacles that inner conflict where we
16:37
bump up against our own resistance and
16:39
fear to actually changing and any time
16:43
you’re going to try if you want to lose
16:45
weight it’s going to require that you
16:46
change and here’s the thing nobody wants
16:50
to change none of us want to change we
16:53
may say we do we may get up in the
16:55
morning say I’ve got to change but we
16:57
don’t want to we want our circumstances
16:59
to change but we don’t want to have to
17:01
change and yet that’s always what’s
17:03
required really to have a transformative
17:07
experience to go from overweight to
17:10
spelt or healthy or whatever you might
17:13
be to go from poor or rich and so
17:15
stories that go to that deeper level of
17:18
what is the fear that you encountered on
17:21
this journey you took or what is the
17:23
fear that your success story your former
17:26
client or customer encountered when you
17:28
can bring those in and it makes the
17:30
story more emotional but it also brings
17:32
up obstacles that your potential buyer
17:35
is going to face and then you’re you’re
17:39
bringing out in the open something that
17:41
deep down they’re afraid of or don’t
17:43
want to confront or they’re telling
17:45
themselves this is never going to work
17:47
me because I’ve tried before and I’m
17:49
just not made up to lose weight I’ve
17:51
just got you know bad genes or big bones
17:54
or whatever but if you can tell a story
17:56
that goes to that level now it’s going
17:58
to be even more emotionally involving
18:01
now beyond the questions then it’s a
18:03
matter of just laying out a certain kind
18:07
of structure but a story will follow
18:10
consistently to take the hero from an
18:14
everyday life where they were stuck or
18:17
tolerating some problem or forced to
18:19
live with some problem - all the way to
18:22
the moment when their life has
18:24
transformed and that journey from
18:27
lacking something to possessing
18:29
something or from being a life they
18:31
didn’t want into a life they did that
18:33
journey always follows basically the
18:36
same path doesn’t matter what the
18:38
story’s about it’s always the same
18:40
journey that that hero will take to
18:42
achieve their goal and so what I then do
18:44
is take a client through those steps or
18:48
through that process so they can
18:50
identify what are those key elements to
18:53
the story I want to tell you and I were
18:57
talking about the the webinar that I did
19:00
with Andre chaperon and one of the
19:02
things we talked about that I we took
19:05
people through is I had identified 12
19:07
elements to a story that when you use
19:11
those or use the ones that apply to your
19:13
particular situation are going to
19:16
maximize that emotional experience and
19:18
maximize that that effectiveness at
19:21
getting people to take whatever action
19:23
you want them to take so it’s just a
19:25
matter of learning that sort of step by
19:28
step structure if you will well we don’t
19:31
have the time to go through all 12 of
19:32
them but you have a few that you can
19:33
kind of touch on a couple of them yeah I
19:36
can I can let me touch on the Biggins
19:39
okay one is when you start the story you
19:43
always want to start with what I call
19:46
the set up you always want to paint a
19:49
picture of or introduces to your hero
19:52
let me make a sidebar here so there’s no
19:55
confusion a hero is by my definition
19:57
just the main character it’s the person
20:00
who’s
20:00
go on the journey it’s not someone who
20:02
zero ik it’s someone who has the
20:04
potential to become heroic if they can
20:06
complete the journey but it’s just your
20:09
man woman boy girl Android who is going
20:12
to pursue this particular goal and face
20:14
these obstacles so you’ll always want to
20:17
start by showing us the everyday life
20:19
that the person is living before
20:21
anything extraordinary happens before
20:23
they start taking action you see this a
20:26
lot already and many I am testimonials
20:31
or autobiographical stories because
20:33
somebody will talk about how I was
20:35
miserable I was working long hours I
20:38
hated my job I was barely making ends
20:40
meet and so on you always want to create
20:42
that picture of the everyday life in
20:44
such a way that we feel sorry for the
20:46
character or the characters in jeopardy
20:48
they’re about they just got a bad
20:50
diagnosis or they’re about to lose their
20:52
home or whatever it might be so that we
20:54
we have a starting point so we have a
20:57
before picture if you will so that’s one
20:59
key element another key element is that
21:02
you want that character to identify a
21:06
very specific finish line they want to
21:10
cross and this is something I think
21:12
often times internet marketers aren’t
21:16
aware of or don’t get specific enough
21:18
about and that is if if I tell you a
21:22
story and I say this person really
21:25
wanted to be rich okay well true that’s
21:29
something everybody probably does one or
21:31
most people but it doesn’t give us much
21:34
of a finish line it doesn’t give us much
21:36
of a brass ring to go after but if I
21:39
told you about somebody who was
21:41
desperate to raise $30,000 or he was
21:44
going to lose his home or a story about
21:47
someone who had who desperately wanted
21:51
to make enough money so he could put his
21:53
daughter through college and it was this
21:56
amount of money that he needed or
21:57
someone who wanted who had just been who
22:00
was a diabetic but wanted to finish the
22:03
Boston Marathon notice how those goals
22:05
are very specific and we can get a
22:07
picture of what achieving those goals
22:09
might be like so the more specific vivid
22:12
and
22:13
clear that finish line is instead of
22:17
just the vague idea I want to lose
22:18
weight I want to be happy I want to be
22:20
rich I want to be free the stronger
22:22
their story will be another key element
22:26
ears I think in a well-told
22:30
marketing story is don’t just say and
22:35
then this person bought my product and
22:38
six weeks later they were skinned or six
22:42
weeks later they were rich tell us what
22:45
the steps are take us through some of
22:48
the steps of your process or your
22:50
product or your mastermind group or
22:52
whatever it might be because remember
22:54
you’re trying to get your buyer to
22:56
experience what it would be like to use
22:58
your product and if you just say but the
23:01
product did a lot of cool things and
23:03
then they succeeded that doesn’t give me
23:05
an experience and you know what I’m not
23:07
gonna I’m not gonna buy into that I’m
23:09
not gonna believe that product because I
23:11
had no evidence so you’re just I’m just
23:12
taking your word yeah it’s gonna turn my
23:14
life around
23:15
but if you take me through some of the
23:17
steps and say one of the things that
23:19
that the program involved was learning
23:21
these recipes or one of the things was
23:25
learning this trick about building a
23:27
funnel or going to or using this device
23:31
I mean I’ve seen a you know a number of
23:34
things Russell’s done and one of the
23:36
things he does he’s it’s always very
23:38
specific
23:39
he’s always he doesn’t just say okay I’m
23:41
selling you this thing and I promise
23:43
it’s gonna work he says what he wants to
23:46
do is watch me do this we’re gonna sit
23:48
right down I’m gonna go up front of you
23:50
and I may fail and I’m a screw-up but
23:53
the thing is one of the reasons that’s
23:56
brilliant is because when he then does
23:58
it I’ve done it because I’m empathizing
24:01
with him as the character now that’s not
24:03
exactly a story it’s more a
24:04
demonstration same principle it’s just
24:07
there in a story on imagining this so
24:09
take us through some of those beats and
24:11
similarly and this is possibly even a
24:13
scarier thing take us through the
24:16
conflict show some of the setbacks
24:18
tell us about when something didn’t work
24:20
so well because if I’m being persuaded
24:24
to buy something internally I’m saying
24:27
so yeah yeah nothing’s that easy you
24:30
know it’s nothing could be that good and
24:33
it’s true there’s always going to be
24:34
setbacks there’s always going to be
24:36
problems that come up but if you own
24:38
them if you put them out there up fun
24:40
then I’m it’s a much more credible story
24:42
and if you then tell how the hero of
24:45
your story was able to overcome those
24:47
obstacles using the very product you’re
24:50
trying to sell now I’ve had the
24:52
experience of overcoming the very
24:54
obstacles I was anticipating we’re going
24:56
to happen anyway and I’m much more
24:57
likely to buy and then and one last one
25:01
I know we’re not getting it all 12:00
25:03
but one more that’s absolutely critical
25:06
and that is what I call the aftermath
25:08
and that is it’s kind of like if you
25:13
will happily ever after but it’s more
25:15
detailed than just saying happily ever
25:17
after just like you want to start the
25:20
story with a before picture a glimpse of
25:23
or a portrait of the life that your hero
25:26
was living before they went through one
25:28
on the journey you took them on we need
25:30
to see a vivid portrait of a life
25:32
they’re now living having completed that
25:35
journey it’s not enough to say and six
25:40
weeks later she tipped the scale at 150
25:46
when she weighed 200 to begin with or
25:48
whatever it was now that’s an image and
25:51
it is a good goal and we cross that
25:54
finish line by saying she got on the
25:56
scale and this is what it read but what
25:58
we need to then know is and now that
26:01
she’s lost that weight this is what her
26:03
life is like she finds her husband pays
26:06
a lot more attention to her she finds
26:08
that her co-workers look at her with
26:10
more respect or she just feels healthier
26:12
or she was now able to do things she’d
26:15
never done or she doesn’t get you in
26:16
other words paint a picture of the new
26:19
life that the hero is living because
26:21
they went through this process but
26:23
here’s where the critical element comes
26:25
in not aftermath that that picture you
26:29
paint has to be the life that the
26:32
potential buyer you’re trying to reach
26:34
dreams of very cool very cool I love
26:39
that idea so I mean obviously we’re
26:42
running short on time here right now but
26:44
I I know that when I was talking with
26:47
you and Andre as far as the webinar that
26:50
you guys did if a person wanted to kind
26:52
of get out so for those people I really
26:54
want to make sure you guys understand
26:55
the importance of stories here guys and
26:57
I would love for you to be able to
26:58
understand this in a little more detail
26:59
so Michael and Andre chaperone put
27:02
together a webinar that you guys can get
27:05
access to by just going to final hacker
27:07
radio.com forward slash story again
27:10
that’s funnel hacker radio.com forward
27:12
slash story and you can actually attend
27:14
the webinar go through where they
27:15
actually go into greater detail about
27:17
those 12 elements to a story but Michael
27:20
real quick is we’re starting to wrap
27:21
things up here walk a person can you can
27:25
you use some of the stuff you just
27:27
talked about as to why persons sit
27:29
attend the webinar what they get out
27:31
that webinar yeah well I mean now that
27:36
I’ve been yammering on in young 9 you
27:38
get kind of a sense of both what my
27:40
approach is and and the amount of
27:43
elements there are the webinar though is
27:45
two hours of content like that so the
27:49
first thing we outline is just what is
27:52
its storytelling will do for you why is
27:54
it so important that you have that arrow
27:56
in your quiver as a marketer and then I
28:00
talked about those 12 steps but just
28:04
knowing the 12 steps doesn’t take it
28:06
quite far enough that does then actually
28:08
tell you how to build the story that
28:11
tells you what this 12 it’s not really
28:13
steps exactly it’s 12 elements I think
28:15
but it’s it’s it’s all the different
28:17
things that go into like how do you
28:19
create empathy with your hero and at
28:22
what point do they start moving forward
28:24
and and what is going to happen towards
28:29
the end and how do other people fit into
28:31
the story other characters or spouses or
28:34
friends or or critical in-laws or
28:37
whatever they might be but once you know
28:39
those it’s good to have all of that
28:41
information but then you need to know
28:43
okay how am I going to translate that
28:45
knowledge into building a specific story
28:48
so what I talk about is there’s also a
28:52
list of key questions as I said I do a
28:55
lot of what are the thing what do you
28:57
want to ask yourself about your hero of
29:01
your story whether it’s you or someone
29:03
who’s a success story that you worked
29:05
with and and what do you need to ask
29:09
about those and what do you need to ask
29:10
about your potential buyer about your
29:13
avatar what do you need to know about
29:14
them and so it’s it’s step by step how
29:19
we do that and then of course what we
29:21
didn’t really have time to do is I go
29:23
through the process using Andre I assume
29:26
most of your listeners know who Andre
29:28
Chaperone is he’s like you know major
29:30
guru and a big storytelling person who
29:34
created soap opera sequences and and and
29:38
is sort of well known already for his
29:42
way of using story he’s like a master of
29:44
it but I took one of his stories so I
29:47
kept using it to illustrate all these
29:49
principles but then what we did is we
29:51
got someone who was a client of mine to
29:54
let me use the story he originally came
29:57
to me with and then the story he ended
30:00
up with after working with me so we
30:01
could actually have a before-and-after
30:03
picture of a successful story and on top
30:06
of that we answered a lot of questions
30:07
that people had about how this is
30:10
applicable so it’s really kind of a much
30:12
more detailed process of by the time
30:15
you’re done with this you’re actually
30:17
going to know the steps in not only what
30:19
you need to do but how you actually go
30:22
about step by step building it and
30:24
giving you examples of how that’s done
30:26
that’s awesome okay guys that’s funnel
30:29
hacker radio.com forward slash story the
30:32
whole idea is really why I wanted to
30:34
have Michael on here is as we start
30:36
looking at a lot of people’s funnels the
30:38
idea behind it is to really create a
30:40
story to help people understand the
30:43
emotion that’s necessary to get that
30:45
client or that buyer to lay down cash to
30:48
purchase whatever your product might be
30:49
more important than that though is on
30:51
the ongoing idea is we’re always trying
30:53
to stack these funnels on top so you
30:55
you’ve got different funnels that you’re
30:57
going to be adding or building on and
30:58
the idea is a lot of that is actually
31:00
done through
31:01
emails and that follow-up sequence and
31:03
the idea in
31:05
rustles book and Andre talks about it as
31:07
well and that is the whole soap opera
31:09
sequence and then all the Seinfeld
31:11
emails and really time together the
31:13
entire opportunity that you have to
31:16
become a master storyteller to really
31:19
elicit emotion to help people buy those
31:22
things that you have to offer but more
31:24
importantly still that they actually use
31:25
use it so they become a great
31:27
testimonial for you so again
31:28
guys that’s fun will hacker radio.com
31:30
ford slash story michael i greatly
31:33
appreciate your time today
31:35
and if any the last words you want to
31:37
share yeah I do because I thought of
31:39
something and I think you mentioned at
31:41
the very top of this conversation and I
31:43
sort of took it another direction but
31:45
there is one other reason that
31:47
storytelling is so important and that is
31:51
people buy from people they know and
31:55
trust and one of the strongest ways you
31:58
can get connected to your potential
32:01
buyers to your followers to your funnel
32:05
whatever way you want to put it is by
32:07
revealing more about yourself by having
32:11
an emotional experience with that person
32:13
and story is a very very powerful way to
32:16
create an emotional connection with
32:18
someone that isn’t gonna really be there
32:21
if you’re spending all of your email
32:23
telling me the percentage of success and
32:26
then dollar amounts and so on and so on
32:29
I’m again I’m not putting down facts and
32:30
figures but that emotional connection is
32:34
also critical to your success as a
32:37
marketer as much as the emotional
32:39
experience of what the story is taking
32:41
them through and I think you alluded to
32:43
that right at the beginning and then we
32:44
got off so I want to bring people back
32:46
to that because that’s a critical
32:48
element I think of selling in any arena
32:51
is feeling connected to the person
32:53
you’re buying from fantastic okay guys
32:56
make sure you become a master
32:57
storyteller you’ll see that it has a
32:59
huge impact on the funnels that you’re
33:01
creating and also on all the email
33:03
sequences that you use which obviously
33:05
all comes down to increasing your bottom
33:07
line as well so again thank you Michael
33:10
I greatly appreciate your time today and
33:11
absolutely respond alright thanks again
33:14
but we’ll talk soon okay take care of
33:16
thanks for listening to funnel hacker
33:18
radio podcast
33:19
if you’d like to be notified anytime we
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release a new episode just subscribe
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over at caño hacker radio.com
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you a free gift you can find that free
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33:32
slash free trial one last thing is we
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listening

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