Secret #43: Before States And After States And The Power Of Contrast

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody this is Russell I’m
00:02
here with Dave and Stephen welcome
00:05
marking podcasts marketing seekers
00:06
podcast we have special edition
00:08
happening right now so the big question
00:11
is this power entrepreneurs like us who
00:15
didn’t cheat and take on venture capital
00:17
we’re spending money from our own
00:18
pockets how do we mark it in a way the
00:21
lets us get our products and our
00:22
services and the things that we believe
00:24
in out to the world and yet still remain
00:26
profitable that is the question in this
00:30
podcast we’ll give you the answers
00:32
my name is Russell Brunson and welcome
00:34
to marketing secrets okay so we just got
00:41
done we had there’s a little Boise
00:43
mastermind group that they meet every
00:47
every month around different places and
00:49
we never a chance to go but we went we
00:51
actually hosted here the quick phones
00:52
offices tonight so for the kids to bed
00:54
and come here and we’re here for four
00:56
hours or so talking about all sorts of
00:58
stuff so we said really cool
01:00
conversation well Dave went back in to
01:02
go the bathroom and he missed it and
01:04
he’s like yeah Alex Alex in this podcast
01:08
about the number one supplement for
01:10
entrepreneurs and ends up being water
01:12
and then Mike later yeah it’s like
01:16
really convincing like you should listen
01:18
to it now like we’re all obsessed like
01:24
it kind of freaked us out so we were
01:25
drinking insane amounts of water so it’s
01:27
like bathroom breaks every 30 seconds
01:28
hey Dave like I’m about to be then he
01:30
missed this huge conversation so I gotta
01:31
restate retell it and so I might as well
01:33
retell right now with you guys Clues
01:34
actually really interesting so what
01:37
we’re talking about here I’m gonna
01:39
blackface him come here okay let there
01:41
be light
01:41
all right so what we’re talking about
01:43
you get some units here cam if I could
01:45
talk something awkward so those who are
01:47
listening you’ve no idea what’s
01:48
happening but they listen watching the
01:49
video I’m in front of click phones
01:50
offices nighttime we’re under the
01:52
streetlight anyway okay so I was
01:54
listening to a podcast that Ryan dye
01:56
stood on their perpetual traffic talking
01:57
about the chat books viral video and he
02:02
basically played it pause and play
02:03
button I talked when we talked about was
02:05
like the before state and the after
02:07
state
02:09
woman in that video which video I’ve
02:11
seen haven’t seem to me to go to Harmon
02:12
brothers calm and click on the chat
02:13
books video is probably the best I’d say
02:16
probably their best viral video it’s
02:17
really really good but he’s talked about
02:19
the before stay in the after state and
02:21
how how good that video did like here’s
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here’s here’s where she was that before
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here’s where you be after with the
02:28
product before after before after we
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start talking about how like the big
02:32
secret to copy into sales is contrast
02:35
and I something like 10 years ago I went
02:38
through a course Matt Fury talked about
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contrast he said like contrast is the
02:41
key to everything right like because you
02:43
have the contrast of like of where
02:45
they’re at and where they want to go and
02:46
then and then the your your message in
02:49
the middle there that’s what creates the
02:50
desire for them to go from this to this
02:52
so he talked about an emails it’s like
02:55
in the course I was studies in that fear
02:57
was email marketing it was like you know
02:58
every every good emails all kinds of
03:00
contrast like light and dark happy sad
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fat skinny rich poor like the contrast
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is what makes it interesting and then it
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was what creates the desire to go from
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before state to the after state and
03:11
that’s the whole key is the contrast and
03:13
so a lot of people ever think about that
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but it’s like as you’re writing the
03:16
emails think about the contrast before
03:18
state again dice the way Ryan Deiss
03:20
explained was before stay in the after
03:21
state which was brilliant that I never
03:23
looked I’ve never watched on the chat
03:25
books the video so that lens before but
03:27
if you watch through that lens of like
03:28
the before stay in the after state you
03:30
see it over and over I you see she’s in
03:32
the tub at first and she’s like the
03:33
smiley mom make in the bathtub it was
03:34
like like oh this is like nice thing
03:36
that she stands up she’s fully clothed
03:37
and like and her kids in the tub with
03:39
their night FL and while he’s trying to
03:40
you know timing why he’s holding his
03:41
breath it’s like there’s the there’s the
03:43
before and he keeps transitioning back
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and forth and so in any of your
03:46
communication whether you’re doing
03:47
storytelling or writing emails or sales
03:49
letters a video or whatever it’s the
03:50
contrast is the key and so with the
03:53
contrast he’s thinking about that like
03:54
you told us story about about how fit
03:59
you are
03:59
nobody cares there’s no contrast right
04:01
it’s like I was I was fat I was sick I
04:04
was a healthy I was whatever you tell
04:07
that first and then you tell contrasts
04:08
the other thing and then that’s what
04:09
creates the contrast what creates the
04:11
desire for somebody to change which is
04:14
what they need to have to give you money
04:16
and that kind of stuff so the contrast
04:17
is a secret to and join the before stay
04:20
in the after state that’s that’s that’s
04:22
the magic so
04:25
yeah we gotta rewrite the expert seekers
04:28
book stop the presses
04:29
what’s that did this thing anyway yeah I
04:32
always kind of epiphany as we’re talking
04:33
so there you go
04:34
contrast added everything you do
04:35
creating to create it before States in
04:38
the after states and it’s really
04:40
fascinating so watch that watch it in
04:42
the viral videos watch it in email
04:43
watching so thank you as you’re watching
04:45
good marketers try to notice the
04:47
contrast because there’s the the the
04:51
better the contrast the more desires
04:53
created and so watch how they do watch I
04:55
do watch other people do it that’s the
04:56
secret so there you go guys marketing
04:58
secret number whatever we’re on hope you
04:59
guys like that that said time for us to
05:02
go home and go to bed so bye everybody
05:04
one more marketing secrets if so then go
05:07
get your copies of my two best-selling
05:09
books book number one is called experts
05:11
secrets and you get a free copy at
05:13
expert seekers calm and book number two
05:15
is called dot-com secrets and you get
05:17
your free copy at dot-com secrets calm
05:20
inside these two books you’ll find my
05:21
top thirty five secrets we’ve used
05:23
become the fastest-growing non VC
05:26
back-sass 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)

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