Hook, Headline, Framework

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

How We Took ClickFunnels From ZERO To Over $100,000,000 In Sales In Just 3 Short Years.

Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.

YouTube Transcript: English (auto-generated)

00:00
what’s up everybody says russell brunson
00:01
and welcome to the marketing seekers
00:02
podcast if you’re here on youtube please
00:04
click on the channel subscribe so you
00:06
get all the amazing videos are putting
00:07
out all the time during today’s episode
00:09
I’m going to show you guys behind the
00:10
scenes of the framework for a new
00:12
conversation domination presentation how
00:14
we built how we made it sexy and a whole
00:15
bunch more so the big question is this
00:19
power on CH Brewers like us you didn’t
00:22
cheat and take on venture capital for
00:24
spending money from our own pockets how
00:26
do we market in a way the left hots get
00:28
our products and our services and the
00:30
things that we believe in out to the
00:31
world and yet still remain profitable
00:34
that is the question in this podcast
00:37
we’ll give you the answers my name is
00:39
Russell Brunson and welcome to marketing
00:41
secrets hey everyone its Russell and so
00:49
excited be here today so we are less
00:52
than two weeks away from fun locking
00:53
live going live which is crazy and a
00:56
host of all sorts of craziness is
00:58
happening but to start it off of course
01:00
I don’t like doing anything normal I
01:02
want as much pressure as possible
01:03
because for some reason when a lot of
01:05
things are happening I’m able to focus
01:06
and get stuff done so we decided this
01:08
week to to do a keto fast reboot diet
01:12
and I tricked it out nine other people
01:14
besides me into doing it because
01:17
prudence came out with their new like
01:18
keto reboot kids so I want to try it out
01:20
they asked if I’d help write some stuff
01:23
for them and you know help on a funnel
01:24
and stuff so I was like well let me try
01:25
it out so they shipped us out a bunch of
01:27
reboot kits so for the last 60 hours
01:29
it’s a 60 hour fast basically and all
01:31
you usually have these three keto
01:32
product so it’s like yeah
01:34
Akito drink in the morning and then you
01:37
got a keto bone broth which was
01:39
shockingly good and then another key to
01:41
drink in these little pills and then
01:43
this like keto tea at night which was
01:46
good too and like anybody do that for 60
01:48
hours and so we just broke our 60 hour
01:50
fast and just had bacon eggs and avocado
01:53
my three favorite foods all in one super
01:55
meal which is awesome so now I’ve had in
01:57
the office to work on my slides and
01:59
presentations stuff like that but I
02:01
wanted to share something with you guys
02:03
today because maybe it’ll give you a
02:04
little hope or faith or knowledge or I
02:07
don’t know whatever it is you need to to
02:09
get through what it is you’re doing but
02:10
so I’ve got six presentations I’m giving
02:13
from Rocky five and I just started on
02:15
them basically on Monday so I got a two
02:17
week window to get them all done and you
02:19
may like oh that’s easy six
02:20
presentations two weeks but each
02:21
presentation for me is usually between
02:23
hundred fifty and three hundred slides
02:25
so these aren’t micro these are macro
02:27
big big big projects I’m trying to get
02:30
done but for me if I cloud urban
02:32
planning as for last six months never
02:33
got done so for me it’s all about like
02:34
just-in-time like getting things needing
02:36
done just in time so now it’s like okay
02:37
it’s go time like I have to I have to
02:39
get these done I’ve no other option like
02:40
now is the time start creating them and
02:42
and so that’s coming I share the process
02:45
because maybe that helps with you guys
02:46
so it’s in 48 hours and then in 48 hours
02:49
all I have done is for my presentation
02:51
number one I have a title the title
02:56
slide a headline and a doodle graph of
03:00
the what’s what’s the word I’m looking
03:05
for of the process I’m gonna be teaching
03:07
now the process is not the word of the
03:10
the system thing there’s a word on it’ll
03:13
come to me but basically like this is
03:16
what I’m teaching in a doodle in a
03:17
whiteboard thing and that’s why I got on
03:18
48 hours and people are like you never
03:20
these slides down in time Russell if you
03:22
said 48 hours on that it’s true but like
03:25
the slides take a lot like grunt work
03:27
but not a lot of thinking rights just
03:28
kind of okay what images can I put here
03:30
to like remember my brain to talk about
03:32
this concept and what’s the headline
03:33
what’s the they just think that point
03:35
you through the presentation the bigger
03:37
part is to the structure like what’s the
03:38
structure of what you’re gonna be
03:40
teaching people right and what’s the
03:42
hook and how do you make it sexy so
03:45
three is like there’s like
03:47
yeah maybe that’s maybe that’s the thing
03:49
it’s like the the structure of the hook
03:50
and and tried it in and try to be sexy
03:54
so the structure was the biggest thing
03:56
so I think conceptually we don’t want to
03:57
teach how on teaches so I had this huge
03:59
whiteboard map it all out and then I was
04:01
like it’s awesome but super complex and
04:02
I took a smaller white like big pad of
04:04
paper like shrunk it out again as a
04:06
kid’s awesome but it’s still too complex
04:07
got down down down to finals like this
04:09
really simple like here’s the process
04:11
here’s what here’s the the framework I
04:15
think that’s right where I’m looking for
04:16
a framework here’s the framework of how
04:17
Matisse’s concept so for example this
04:20
this presentation I’m working on for the
04:22
first 40 hours is called conversation
04:23
domination and it’s basically how do how
04:26
do i dominate the conversation
04:27
everywhere in every single platform
04:28
every single channel all the same time
04:30
and I bought one my friend used to own a
04:33
product called conversation nomination I
04:34
bought the brand and the domain stuff
04:35
from that was gonna be the title of it
04:37
and then I needed a structure so
04:39
frameworks that took all that time like
04:41
a day and a half just to get the
04:42
frameworks as simple I was like oh
04:44
here’s the framework which cooking out
04:45
all my books for comes secrets experts
04:47
secrets like it’s all about a framework
04:48
right like these little doodles are my
04:49
framework and I can teach off the
04:51
framework it’s now got a framework and
04:53
then I need like how to make this sexy
04:55
so conversation domination is sexy but
04:57
we need a really sexy headline and and
05:00
so in fact I’m gonna go inside to find
05:01
the headline right now it’s like a read
05:03
together we had to get the headline
05:04
that’s like that’s that’s part of the
05:07
hook right there is like getting the
05:08
headline that’s gonna capture people so
05:11
when they see a presentation they’re
05:12
like oh crap like I actually do want to
05:14
I do want to hear that I want to you
05:16
know I want to know what he’s gonna be
05:17
be talking about so that was the next
05:18
piece was pulling out the headline and
05:23
I’m walking through the office right now
05:25
we’re live everybody what’s up anyway so
05:29
we’re pulling out the headline and that
05:31
was connects step in the process so let
05:32
me come in here and show you guys who
05:35
are watching if you’re listening I’ll
05:36
read it to you but okay here we are in
05:37
the office so all right so the headline
05:42
end up being and this is after probably
05:45
two and a half three hours of like
05:47
headlining back and forth how much
05:48
people who again doesn’t it’s not just a
05:50
fast process like most the time is going
05:51
in these little things to set up the
05:53
framework for everything else so
05:54
conversation domination this is headline
05:56
came up with how to get your dream
05:57
clients addictively binge watching you
05:59
on every platform that they live
06:00
on warning this aggressive approach only
06:02
is only for those who truly believe in
06:04
their message so for those who are
06:05
watching here’s a little picture over
06:07
you can see those you’re listening
06:08
that’s the headline right something a
06:11
headline then it was like okay now I got
06:12
I’ve got the title I’ve got the hook or
06:14
the headline and then I got the
06:17
framework for me to teach and then
06:19
lastly and you make it sexy and this is
06:20
where design comes like we needed to
06:22
make this thing look amazing and so kind
06:25
of story line behind this presentation
06:26
and I’ll get that I’m gonna tell you too
06:29
much the story line because it I can go
06:30
on for hours about that but those who
06:32
were it felt like hacking live the
06:33
presentation here’s historian behind it
06:35
but it’s basically likening social media
06:37
to TVs back in 1965 and so how it works
06:40
is so like if you look at the design
06:41
here those who are watching you can see
06:43
it’s like design like an old TV set and
06:45
just look awesome so I had this and I
06:48
got the title the headline done and I
06:50
sent it over to Julie Stein who is not
06:53
in Boise this week against her wishes
06:55
she wanted to be here but we had tumor
06:56
stuff by sent to her and she wrote back
06:59
she said it in all cast how do you make
07:01
everything so sexy and then and I said
07:03
ha that’s the big secret and then she
07:04
showed me a screenshot from someone in
07:06
her group and said from Karen Wolfe
07:08
Milner’s and how is it the Russell
07:09
Brunson can make the seven phases of a
07:10
funnel sound so sexy LOL i’m coming
07:12
slightly obsessed with funnels yeah that
07:14
was literally 12 minutes ago maker and
07:16
so what i want to share these are the
07:19
whole point of this podcast one share
07:20
it’s like you have to make your thing
07:22
sexy i could have been like here’s how
07:24
to drive traffic to your offers boyer
07:27
here’s how to be seen on youtube
07:29
instagram and facebook look boring right
07:31
like like it’s got to be something that
07:34
like captures people it’s different this
07:36
unique that people will remember forever
07:38
right I think sometimes I see people
07:40
like my funnels not working I go look at
07:41
it’s just so bland and like of course
07:43
not like you don’t have a good hook you
07:45
don’t have a good headline you don’t
07:46
have a good design there’s nothing
07:48
interesting or intriguing there’s no
07:49
story behind like what’s the what’s the
07:51
whole thing like this presentation like
07:53
literally I start with the head with the
07:55
with the the title right hey guys its
07:57
presidential called conversation
07:58
domination i’ma show you how to get your
07:59
dream clients addictively binge watching
08:01
you on every social platform that they
08:03
were living on and warning this
08:04
aggressive approach only folks who were
08:05
truly believing in their message right
08:07
then I go into the story so I’ll tell
08:08
you the story there’s this clip
08:10
Boulevard I tell the story about TV
08:12
night she’s found explaining the whole
08:13
thing now
08:14
there’s intrigue there’s interest and
08:16
now I can move to the framework and for
08:18
those who were looking at the framework
08:19
those who were watching live or she’s
08:21
been watching the video you can see a
08:22
picture of the framework here I cut off
08:25
all my mess sorry week before events
08:28
things become a mess like eight thousand
08:30
papers open never but here’s the
08:31
framework and that framework started out
08:33
as this framework on this whiteboard
08:35
here and they shifted into a whole bunch
08:36
of pads of paper like this try to
08:38
simplify it more and more more until
08:39
finding it out of this and that’s the
08:40
framer paint each so cool by now like
08:42
when I do my presentation like this
08:44
alive to tease I could if I did no
08:45
slides I could go up on a white boy I
08:47
can map this out and as I explained in
08:48
this piece and this piece and this piece
08:49
and it’s like it got so I could really
08:51
simply now if I only go complex I can go
08:52
make five or six slides explaining each
08:54
one and showing pictures like visual
08:56
demonstrations of each thing which is
08:57
probably what I like them doing
08:58
but worst case I have the framework now
09:00
I can go and I can present this tonight
09:01
and I can do a 90 minute presentation
09:03
with nothing but this framework like
09:04
when I when I teach a lot of times
09:06
people think like how in the world you
09:07
get upstaged without any preparation and
09:09
speak for like an hour or two hours or
09:11
five hours I’m like why sit in the back
09:12
before and I try to build out a
09:13
framework what I wanted to create okay
09:15
and then I’ve ever and Brenda Bouchard
09:17
you just tell me said the framework is
09:18
your savior like if you’ve got a
09:19
framework like this you always know
09:20
where you’re going you just like you put
09:22
the thing in you talk talk talk talk and
09:23
you soppy okay what’s the next thing
09:24
okay here’s next thing here’s the next
09:26
thing next thing so for me my frameworks
09:27
always these doodle graphs like I could
09:29
go and if someone wanted me to teach a
09:31
lesson
09:31
you know teach a three day event
09:32
tomorrow on dot-com secrets I wouldn’t
09:34
have to rehearse anything I would just
09:36
go get the book pull out the framework
09:37
pull out the images and talk off the
09:38
image and show it and it would be neat
09:40
not a hard cuz like the framework shows
09:42
me where my mind needs to go when you
09:43
talk about how it all fits together it
09:45
makes it very very clear so for you guys
09:47
I want you thinking when you’re making
09:48
presentation you’re trying to sell
09:49
something you’re trying to like create
09:50
things like that some things to be
09:51
thinking about like it’s got to be sexy
09:53
right so has a sexy hook that grabs them
09:55
that like looks interesting and headline
09:58
that like like this sucks them in and
10:00
there’s a story that gets them to care
10:02
about it and then there’s a framework
10:03
where you deliver deliver the big
10:07
promise you gave them during the
10:07
headline so anyway hope it kinda helps
10:10
because I know you just even people here
10:12
my team leaders like well have you spent
10:14
48 hours all you have is a headline and
10:15
some doodles might because that’s the
10:17
most important part everything else is
10:18
just details so there you go hope you
10:22
guys I have to go and lock down and now
10:25
make 150 slides for the presentation and
10:26
then do this
10:27
process four to the five actually do
10:29
this process for the five first because
10:30
this is the hardest part this is the
10:32
brain work then it’s just like again now
10:33
that have this the brain work is gone
10:35
next week I suppose grab images for all
10:37
these things and they flop into slides
10:38
and make it look amazing so the brain
10:40
works the hard part so all right guys
10:42
that’s all I got thanks so much for
10:43
listening today if you are not
10:45
subscribed iTunes again go to iTunes
10:47
search for marketing secrets and
10:50
subscribe to the podcast and please rate
10:53
rate review if you like this that’ll get
10:54
me excited to keep on making cool stuff
10:56
thank you guys preciate you all a bunch
10:57
soon bye hey they’re also going back so
11:00
I just want to add to this podcast I
11:01
recorded this morning and then I spent
11:02
the next four hours working on the
11:04
titles and hooks and everything for my
11:07
next presentation and I just wanted to
11:08
jump back in and just give you a little
11:09
more because mic I don’t know this
11:11
morning I was slow I can think so the
11:12
three things that you tap hook headline
11:15
and framework so the hook is like the
11:16
name of the thing the headline is the
11:18
this is what the story is about and a
11:20
framework then is the the structure of
11:23
what the presentation is right so I just
11:25
wanted to come in here real quick to
11:26
share with you for my funnel acting live
11:27
presentation there’s six presentations
11:29
we had went through do this for all six
11:31
presentations so hook the headline of
11:33
the framework so obviously can’t show
11:34
the framework is all done yet but the
11:36
hook the headline are done for all these
11:37
presentations now he’s got creative
11:39
framework and I gotta go bust out slides
11:40
so um here we go presentation number one
11:43
is called funnel hacker funnel hackers
11:44
we see things differently that’s the
11:47
hook and the headline is actually the
11:48
quote of the theme of this year’s event
11:50
which is it’s on the back of the shirt
11:53
you guys can’t see it unless you were at
11:54
fucking live says here so the crazy ones
11:56
The Misfits the rebels the troublemakers
11:57
the round pegs in the square holes the
11:59
ones who see things differently they’re
12:00
not fond of the rules and they have no
12:01
respect for the status quo you can quote
12:03
them disagree with them glorify or
12:05
vilify them by the only thing you can’t
12:07
do is ignore them because they change
12:08
things they push the human race forward
12:09
and while some see them as the crazy
12:11
ones we see genius because the people
12:14
who are crazy enough to think they can
12:15
change the world are the ones who do so
12:17
that’s the that’s the headline hook for
12:20
a presentation number one number two
12:21
conversation domination I told you guys
12:22
this already
12:23
how do your dream clients addictively
12:24
binge watching you on every platform
12:26
that they they live on warning this
12:28
aggressive approach is only for those
12:29
who truly believe in their message hook
12:30
headline boom presentation number three
12:32
funnel audibles there’s the hook
12:33
headline how to nail it so you can scale
12:35
it okay number four multi-dimensional
12:37
follow-up funnels this hook headline how
12:40
to win the battle of attention
12:41
you can change lives of your customers
12:42
with the products and services that you
12:43
sell number five the 12-month
12:46
millionaire that’s the hook the hook and
12:48
then the headline 286 of your peers have
12:50
joined the two comma Club in the last 12
12:51
months
12:51
here’s the behind-the-scenes process
12:52
they are all currently using to unlock
12:54
the door so the two common Club with
12:55
absolute certainty can use the same
12:57
system to launch your seven-figure
12:58
funnel in the next 12 months boom and
13:01
number six the hook breaking the chains
13:03
of false belief in the headline what’s
13:05
holding you back is probably holding
13:06
your customers back as well so
13:07
especially that because after the
13:10
podcasts when we worked on it and now
13:12
they’re done and just wanted to share
13:13
that so as you’re thinking through the
13:14
hook the headline and the framework
13:16
those are the keys at any good
13:18
presentation and hope that helps thanks
13:20
guys / see you all I’m talking button
13:23
would you like to see behind the scenes
13:25
of what we’re actually doing each day to
13:26
grow our company
13:27
if so then go subscribe to our free
13:29
behind-the-scenes reality TV show at WWF
13:33
unreal hacker TV

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

:arrow_right: Get Your FREE Digital Copy Of The ‘Marketing Secrets Blackbook’ Now!

How We Took ClickFunnels From ZERO To Over $100,000,000 In Sales In Just 3 Short Years.

Get The First 257 Episodes Of Marketing In Your Car For FREE On This Pre-Loaded MP3 Player…

:arrow_right: YES! I Want The FREE Pre-Loaded MP3 Player

Hurry, these are almost sold out.

Want 6 Months of ClickFunnels™ Full Suite for FREE?! (Massive Discount)

:arrow_right: Get Full Unrestricted Access to the Funnel Hacks System

Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.