How To Find Your "BIG IDEA"

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody its russell brunson
00:01
welcome to marketing seekers podcast so
00:06
the big question is this power arch
00:09
Brewers like us who didn’t cheat and
00:11
take on venture capital for spending
00:13
money from our own pockets how do we
00:15
market in a way the lets us get our
00:16
products and our services and the things
00:18
that you believe in out to the world and
00:20
yet still remain profitable give you the
00:26
answers and welcome to marketing secrets
00:30
[Music]
00:34
are everyone it’s late at night I
00:37
supposed to go to bed late two hours ago
00:38
except skip early but no my kids decided
00:41
even those Martin Luther King Day and
00:42
they had no school all day they can do
00:44
the homework tell like right now so I’m
00:46
up getting them there’s no homework so
00:49
anyway I thought I think it would break
00:50
while they’re doing their stuff I’m talk
00:52
to you guys cuz been a little bit and I
00:53
got something really fun to share with
00:54
you today so today and she has to go to
00:57
the office which is really fun cuz we’ve
00:59
got this flow and this rhythm happening
01:01
now with the systems the agency and all
01:03
the stuff and it’s just exciting and
01:04
it’s a lot of fun so it’s really excited
01:06
to go in there today and then I had my
01:09
tasks I need to do and one of them I’m
01:11
right working on the cells
01:13
I can explain her video so explainer
01:18
videos like those little cartoon videos
01:19
can explain what you do in a short
01:20
period of time right and I don’t want to
01:22
brag I’ll say I’m probably think I’m
01:25
probably the best explainer video script
01:28
writer on planet earth and I’m gonna
01:30
take that credit for myself because I
01:33
wrote the rippln ones that did 1.5
01:35
million costs are members in like six
01:38
weeks even though the company never went
01:40
anywhere
01:40
there’s the provement ones that build a
01:41
half a billion dollar company this year
01:43
alone in last three years awful one
01:45
video obviously there’s a lot of other
01:46
stuff happening is amazing team and I my
01:49
taking all the credit but the explainer
01:50
video was mine I’m proud of that
01:53
the click felons wasn’t super good I’ve
01:55
done anyway so probably done two dozen
01:57
explainer videos and I’m surely proud of
02:01
them because I think they’ve all turned
02:02
out really good and done amazing things
02:03
and when you write for them it’s
02:05
different cause it’s like you have to
02:07
write in a way that be fun to be
02:08
animated to be interesting to be
02:10
engaging like all those kind of things
02:11
so what was interesting so I was writing
02:13
this one so we have a new part of
02:17
clickfunnels coming out call the action
02:18
and XMD and that’s all I’m gonna tell
02:20
you guys right now and today basically
02:22
needed to get the video script done so
02:24
they explain or video guys could start
02:26
animating sketching and getting all done
02:27
in time for the fun I can live links I’m
02:30
gonna be showing the video there when we
02:31
release all of our new awesomeness I
02:33
can’t tell you bout right now but it’s
02:34
gonna be so amazing
02:36
my goal is get all you guys to start
02:38
using action X hundred percent and I
02:40
think we have class I checked it’s like
02:43
10 to 12 thousand people who are on the
02:46
full Edison suite who were giddy who
02:48
usually have action X but there’s still
02:51
the 40 whatever thousand customers that
02:53
aren’t using yet so it’s like how do I
02:54
get everybody to use it because it’s
02:55
like it’s awesome so biggest things just
02:57
make it simple or better easier and
02:59
we’re awesome and so that’s what we’re
03:00
doing a big sprint right now from the
03:02
dev side to get all done and live by
03:04
four locking live solicit worth
03:05
unlocking live will get first access to
03:08
this amazingness and everything so make
03:11
sure if unlocking live if you’re not
03:12
you’re missing out because it could be
03:13
six months or so before at least every
03:14
out so if you want to get the features
03:17
early go to funnel hacking live.com your
03:18
tickets before they are all so that was
03:20
they should be sold out this month in
03:22
fact we’re gonna big push starting
03:23
tomorrow so anyway I digress so I’m
03:26
sharing this because I’ve had a lot of
03:28
people back to had a lot of companies
03:29
since then like come to me they hear us
03:31
already an explainer video will give you
03:32
equity with me percentages in ball ball
03:34
ball because and that’s kind of what
03:36
proved it done and obviously it worked
03:38
well for them and for us and for
03:39
everyone and so but I’ve just told
03:42
people no because I just obviously I’ve
03:44
got a lot happening in my life right now
03:45
and have time to the right explainer
03:47
video scripts for people but for my own
03:51
stuff obviously still important so I was
03:53
like he had a right to sing it it’s
03:54
funny cuz the thought came on through my
03:59
head before Irish got rightness and was
04:02
what is the hook what’s the big idea
04:04
those were fun rockin like last time her
04:05
Todd Brown came and spoke on that I do
04:07
like the big idea the big hook and as I
04:09
was like sitting there with my blank
04:10
sheet of paper little cursor blinking
04:13
Zimmer trying figure this out I was like
04:14
what’s the hook what’s the hook like
04:15
what like I know the product is I know
04:17
the differentiation points and it was
04:18
exciting like I yeah but what’s the hook
04:21
like you have to break hook and I think
04:23
[Music]
04:25
I think and I’m gonna talk about Todd
04:29
Brown for a while because I love Todd I
04:31
respect him I think he’s amazing I think
04:34
that what I’ve gotten I think I’ve done
04:35
a good job getting our final community
04:37
in our marketing community understanding
04:40
annals and things like that I think that
04:41
we’ve gotten better understanding
04:42
structure and funnels in like how and
04:44
where and like fronting funnels which is
04:45
back in if I’m in funnels and you know
04:47
how do I do the perfect webinar like all
04:49
these cool things but I look at Todd
04:51
like Todd and what he studies what he
04:53
kind of geeks out on and he hangs out
04:54
all the Agora guys and they’re always
04:56
talking about the day hook the big idea
04:57
like what’s that what’s that thing that
04:59
drives the rest of it I don’t talk about
05:00
that a lot publicly probably cuz it’s
05:03
like not something I can it’s hard to
05:05
reverse engineer and you think okay
05:06
here’s the pattern here’s how it works
05:08
like the pattern of the of the hook is
05:10
like it’s the opposite of a pattern it’s
05:12
like it’s like what is yeah it’s like
05:15
most of my teaches like here’s the
05:17
pattern where’s the hook is like the
05:20
least pattern anything ever I it’s not
05:22
that it’s the opposite of the pattern
05:23
it’s like the pattern interrupt it
05:25
becomes the hook right and so I never
05:28
talked a lot about it but when I’m doing
05:29
my own stuff I do it like if you watch
05:30
my webinars you watch my like all stuff
05:32
that I do like I’m doing it all the time
05:33
and i sat there today for probably two
05:35
and a half three hours with a blank
05:37
sheet of paper that a little blinking
05:38
cursor that you just want to like just
05:40
you wish you could delete it but it’s
05:41
everything’s believed that’s all that’s
05:43
left is that little blinking cursor like
05:44
mocking you the whole time right
05:46
and my whole thoughts like what’s the
05:47
big idea what’s the big idea and I was
05:49
like asking right and my company came we
05:50
know what actually next time he is like
05:52
what’s the big idea what’s the big hook
05:53
like what like why should people care
05:55
and um it took a while I said turn half
05:58
three hours before I was like god it’s
06:01
like got it then like in my head like
06:03
the story just flows because I know like
06:07
I’m visualizing like taking people on
06:09
the journey and like the process and the
06:11
story and how it fits together and how
06:12
we illustrate this and make those things
06:13
come fast but then the hook is the
06:15
hardest thing I’ve had webinars where
06:16
I’ve spent two days and front whiteboard
06:18
try to figure out like the headline the
06:19
hook the like what’s the thing that gets
06:21
somebody into the webinar and I think
06:23
that I probably didn’t disservice inside
06:25
of the funnel hoc community where I
06:26
don’t talk enough about that because I
06:28
can I don’t know how to reverse engineer
06:29
and teach it but it is the key you know
06:33
I’m so grateful for Todd Brown talking
06:34
about that so much because he’s one
06:35
talks about it the most I wish that you
06:37
know
06:37
we talked about more in the community
06:39
maybe this is this podcast is the first
06:40
time we kind of bring it out but way
06:42
it’s thinking about that like like
06:45
what’s the big hook like why shouldn’t
06:47
care about your thing you’re selling
06:48
like what is that like what’s the big
06:50
reason what’s the big yeah like what’s
06:54
the what’s the big idea that you have
06:56
and so look at like look at the big
06:58
campaigns that that you’ve seen around
07:02
you right every market there’s big
07:03
things happening right okay when we
07:05
launch clickfunnels like I tried a bunch
07:07
of different messaging and funnels but
07:08
like the funnel workers webinar funnel
07:10
the process was I’ve talked about before
07:11
I having a webinar and then on the thank
07:13
you page having to try like that was the
07:14
process of work but the hook was this
07:17
concept of funnel hacking right that was
07:19
the big idea they got people to be like
07:21
oh my gosh I understand it right like
07:23
that was a big idea that drove click
07:25
funnels and and you know think about
07:30
that thinking about the markets you’re
07:32
in if he was in financial markets like
07:33
look at it goro they’ve done like some
07:34
of the biggest campaigns like when when
07:37
Obama ran for second term is that the
07:39
was called the end of America like that
07:40
was the big idea that drove like this
07:42
huge thing you that recently that
07:45
there’s probably 8,000 crypto offers
07:47
that have come out right
07:48
but Gore’s only did he did thirty
07:50
million dollars in their webinar or
07:51
something like that in in like a two
07:54
week period of time but like what was
07:55
the big what was the big the big idea
07:58
what was the big hook that they had like
07:59
there was something there I studied it I
08:01
don’t know if you did you should have
08:02
it’s not I mean you’re not listening to
08:04
funnel hacking like look at these people
08:06
that are making insane amounts of money
08:08
and like reverse engineer the campaign’s
08:10
from everything like not just you know a
08:13
lot to clean funnel hacking it’s just
08:14
like oh well they had a landing page an
08:15
upsell page down so pages as price
08:16
points like that that’s the beginning of
08:18
funnel hacking but it goes deeper it’s
08:19
like what was like I don’t you I get
08:21
every webinar every video sales letter
08:23
everything that I that I look at I get
08:25
transcribed so I can like read and like
08:27
well this is the hook like why did this
08:28
work like what was the big idea that
08:30
they were doing that made this separate
08:31
cuz like man if there’s 800 crypto
08:33
webinars like why don’t one do 30
08:35
million in all the rest you like you
08:36
know even the big ones do a million like
08:38
what’s there’s something different here
08:39
what’s the big idea that they led with
08:42
look at the weight loss industry look it
08:44
you know prove it how wide it prove it
08:46
blow up like they hit Quito at a time
08:48
that was right right Dave Asprey blow up
08:50
because he had you know he took
08:51
he took the Atkins diet I mean it’s not
08:54
the same but he took the Atkins diet and
08:56
his big idea was this thing of like
08:58
butter and your coffee boom that big
08:59
idea of putting butter in coffee it was
09:01
just the ketogenic diet right that’s not
09:03
there wasn’t this new thing but he was
09:04
like buttering your coffee
09:06
boom bowl proof is born right like
09:08
what’s the big idea for your business I
09:10
can’t tell you that I can’t Reaper I
09:12
can’t like doodle something that shows
09:13
you here’s how to find your big idea
09:14
maybe I can’t I just don’t know how to
09:16
do it right now because it again it’s
09:18
not a pattern it’s the opposite of
09:19
pattern so look at the pattern what’s
09:20
everyone doing in your market to explain
09:21
or just sell your thing and that’s the
09:23
opposite of that like how do you break
09:25
the pattern how do you have your big
09:28
idea so that when somebody hears it it
09:30
smacks inside the head and right oh my
09:31
gosh like that that’s brilliant and
09:33
that’s the thing right so yeah I think
09:37
my point of this podcast is just to get
09:40
you guys to think about that because
09:41
that’s what I did today I sat in front
09:43
of a blinking cursor for three hours
09:44
thinking thinking what could it be what
09:46
could it be like you know I looked at
09:49
all my competitors right I’m looking it
09:51
and I’m liking spoiler action SMD is
09:54
been looking at autoresponders and other
09:55
things that like how they pitch him like
09:56
because how everyone else is pitching is
09:58
the pattern like know what’s the
09:59
opposite of that like how do i how do I
10:01
make it the opposite so that it becomes
10:03
this interesting idea and so I hope that
10:07
helps I hope does if nothing else it
10:08
gets you to sit there from a blinking
10:10
cursor like I had to do today and just
10:12
think like what’s my hook what’s my big
10:14
idea like why should people care like
10:16
why why am I gonna invest the time and
10:19
energy it takes to make this video or
10:21
this webinar or this whatever and why is
10:23
someone gonna take time energy to watch
10:25
it and why they get excited to run and
10:27
find their wall and pull their money out
10:28
and give it to me like it there’s a big
10:31
idea behind that that drives it and I
10:33
don’t think I’m also spending of time
10:34
doing it like figuring that out and when
10:38
you get it right man like you you see it
10:41
Halbert Gary Halbert said one idea
10:43
properly exploited is worth more than a
10:45
hundred lifetimes a good word of
10:47
hardwork and I believe that like I’ve
10:50
seen that in my own life I seen tons of
10:51
our members life’s like when I did when
10:54
you exploit it properly is worth 100
10:57
lifetimes the hard work so like what is
10:58
that idea like it’s that’s what is this
11:00
the big idea the big hook the big leg
11:02
what is that thing for you so if you
11:05
listen Todd Brown listen to his stuff on
11:07
the big idea I think it’s fantastic he
11:08
did a whole presentation last year so
11:10
I’m walking live about it but just get
11:13
the get that in your head spinning when
11:15
you’re looking to get advertising your
11:16
funnel hockey people like like what’s
11:18
their big idea what’s the big hook
11:19
what’s the thing that drives this
11:22
campaign because if you find you can
11:24
identify it it’ll help you get better
11:25
figuring out what your own as well your
11:27
own are as well so hope that helps hope
11:29
it gives you some good ideas and give
11:31
you something to think on that’s why god
11:32
I’m good these kids homework finish so I
11:34
can go to bed cuz I get a bit lifting
11:36
weights soon cliffhanger this dull chin
11:38
before final hiking live which is yeah
11:42
pain we shake you just sleep it off
11:44
that’d be way better anyway
11:45
appreciate you guys have an amazing day
11:47
and we’ll talk to you soon I want more
11:50
marketing secrets if so then go get your
11:52
copies on my two best selling books book
11:54
number one is called expert secrets and
11:56
you get a free copy at expert seekers
11:58
calm and book number two is called
12:00
dot-com seekers and you get your free
12:02
copy at dot-com secrets calm inside
12:05
these two books you’ll find my top 35
12:07
secrets to leave use to become the
12:09
fastest growing non vc-backed SAS
12:11
startup company in the world

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.