The Hook, The Story, And The Offer

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody’s russell brunson
00:01
welcome to the marketing seekers podcast
00:03
today and i’m talking about a hook a
00:06
story and an offer so the big question
00:10
is this power on CH Brewers like us who
00:13
didn’t cheat and take on venture capital
00:15
for spending money from our own pockets
00:17
how do we market in a way the less hot
00:19
scale our products and our services and
00:21
the things that you believe in out to
00:23
the world and yet still remain
00:24
profitable that is the question in this
00:28
podcast we’ll give you the answers
00:30
my name is Russell Brunson and welcome
00:32
to marketing secrets alright everybody I
00:39
hope that today has been amazing for you
00:41
so far whenever you’re listening to this
00:42
I want to share with you
00:45
we fly usually launch to the funnel I
00:49
feel I belong to the two comma Club X
00:51
coaching program and it’s it’s insanely
00:55
good it’s amazing but I’m just there’s
00:58
kind of pros the cons of the pros are
00:59
gives you everything you possibly need
01:01
to start launch the scale grow your
01:04
company bad things are like so much
01:06
stuff it’s like people get overwhelmed
01:07
so I want to go through a record a fast
01:09
track kind of goes through like a higher
01:10
level like fast track of all the courses
01:12
and in in order so the people kind of
01:14
know where they’re going and so this
01:16
week I recorded module number two or you
01:19
know fast track number two which was
01:20
called hook is storing an offer and when
01:23
I’m fried 45 minutes and I think it was
01:25
pretty good and then one of the guys in
01:26
the group
01:27
he’s probably list in this right now so
01:29
thank you I said that he’s like I
01:31
listened to everyone Russell’s podcast
01:32
I’ve been to to fund like five events
01:34
I’ve done like every course every book
01:35
and he’s like that was the best training
01:37
I’ve ever heard from Russell I was like
01:38
that’s awesome and I had like a
01:40
45-minute conversation with Dave
01:42
Woodward James drill when we’re lifting
01:43
weights on Wednesday talking about as
01:45
well and unfortunately I have to jump on
01:47
a video here in like an hour so I can’t
01:49
go too deep into this but I didn’t want
01:51
to share some thoughts so you guys cuz I
01:52
think it’s super super super essential
01:54
and I want you guys to think through it
01:56
for your stuff so one one talk about is
01:59
what’s the the hook and the story
02:02
what is your selling now in the in the
02:05
video that did for for our two comma
02:06
Club X members it was like I was going
02:08
in to offer hacking how to find deals
02:10
offers and hack them and also just to
02:11
fight that but one of the biggest things
02:13
that we talked about we notice is like
02:14
the key is like to really get offers I
02:17
mean that there’s against three pieces
02:19
there’s there’s the hook which they hook
02:20
it grabs you right like what’s the thing
02:21
that grabs you and there’s the story you
02:23
tell behind that and then there’s the
02:24
actual offer what they’re gonna get and
02:27
they each component the offer there’s a
02:28
hook a story to offer these component
02:29
they offer and I wish I had more time to
02:32
share everything but I think I want to
02:34
show the essay because it’s it’s one of
02:37
most important things like it’s like
02:38
what’s the hook and of the story that
02:40
you’re sharing right if you don’t have
02:42
one you need to create that so in the
02:43
video I went through and I took ESO drew
02:46
Manny he’s one of our two comical
02:47
winners and he’s awesome dude he’s got a
02:49
program called fit to fat to fit and his
02:52
story is he was a trainer for my life
02:53
and Mike help people get skinny but he’s
02:55
ever never actually knew what it was
02:56
like so it’s like you know I’m gonna get
02:57
fat and then I’m gonna try it fit again
03:00
and so he went and gave like about a
03:01
hundred pounds
03:02
and and told the whole world and so I’m
03:04
doing them get anyone’s weight that’s
03:06
gonna be a huge thing and I’m gonna get
03:08
me a fat I’m gonna lose it again and
03:09
like because of this story this hook of
03:11
the story he got tons of PR he’s on Jay
03:13
Leno all sorts of stuff and now it’s
03:15
like whatever he sells he’s just like
03:17
hey I’m drew I’m gonna fit too fat to
03:18
fit guy I’m the guy who was a trainer
03:19
but never knew was like be fast like a
03:21
whole bunch of weight and then I lost it
03:23
all again and then anything he says
03:25
after that people give him money you
03:27
wonder why because the hook of the story
03:29
is so good drew if you listen to this
03:33
like there’s a lot of critiques I could
03:34
give you to help you make your offers
03:35
better because that’s but because the
03:37
hooks it doesn’t really matter I get a
03:40
good hook a good story will make up for
03:41
a lot of other stuff but he’s killing it
03:42
and I was like man imagine if thank you
03:45
there’s stuff Island anyway sometime I
03:46
worked in personally mr. Dyk to say you
03:48
ramp it up but but his hooking his
03:51
hooking a story so good that like that
03:55
like he’s making millions dollars now
03:57
right now thinking about this like
03:58
throughout time like he has number
03:59
Robert Allen he is sold over a billion
04:02
dollars under Robert Allen brand and
04:04
Robert Allen had a really good hook in a
04:06
story he told he was like did he take me
04:08
anywhere in the world turn me in any
04:09
city without any you know without any
04:12
contacts and any whatever and within
04:14
within a month I will have purchased a
04:17
house with no money down or whatever he
04:18
told people that no one believed this we
04:19
actually did it this big PR stunt went
04:22
flew somewhere did the whole thing and
04:23
boom that’s you know he became Robert
04:25
Allen because of that hook in the story
04:27
right Natalie Hodson Natalie spoken
04:31
phone rockin on she’s amazing
04:33
what’s amazing that Natalie is the hook
04:35
in her story it’s funny cuz there’s
04:37
people that were trying to knock off her
04:38
one of her products her first two comma
04:41
Club product took there four months ago
04:43
from from zero to two comma Club with a
04:45
$37 a book it was teaching women who
04:49
mothers who how to not pee your pants
04:53
called an ABS Florek pelvic floor abs
04:56
core pelvic floor and she sold like 50
04:59
or 60,000 copies this new book and
05:01
respected all people not trying to knock
05:02
her off and they’re all gonna fail
05:04
because they they they were copying the
05:07
offer but they’re missing the hook and
05:10
the story so what’s what’s now he’s
05:11
hooking story will shoes
05:13
ah I think she was actually a video with
05:15
drew if I remember right huh anyway it’s
05:17
a small world anyway so she’s she’s
05:19
filming a video workout video and in the
05:21
video she pees her pants and instead of
05:25
hiding it she’s like she decides like
05:26
this is a good I mean I’ll if she
05:28
consciously did this but she put it out
05:30
there and it’s an amazing hook like I’m
05:31
a fitness trainer teach people how to
05:33
get in weight lose weight and I’m
05:35
sitting there live on camera and I peed
05:36
my pants here’s pictures of it is so
05:38
embarrassing
05:38
and and and so she tells that stories
05:43
hook the story people get excited and
05:44
then boom 60,000 copies of her book
05:46
later right hook in the store was so so
05:50
good and the better the hook and story
05:52
are and you’re not seeing the offer can
05:54
be worse but like that’s like the better
05:56
hook the story is like you know still
05:58
have anything it’s funny drew is
06:00
actually selling ketosis stuff now which
06:01
has nothing new with his actual 50 fat
06:03
to fit story but the story and hooks so
06:04
good he tells a story people are hooked
06:05
and then boom eating some whatever he
06:06
wants at that point and so for um
06:10
anything I’m like what is what’s my
06:11
what’s my story what’s the thing right
06:13
some of you guys may know I I launched
06:18
my religion podcast this week actually
06:21
our last day this week and I went
06:25
through the same process here I’m like
06:26
eh I could just make a podcast like hey
06:28
I’m gonna teach you what my beliefs are
06:29
but nobody look and the story we’re
06:32
horrible right so it’s like what I need
06:33
a hook I need a strick what is it it’s
06:35
gonna be something’s gonna drag people
06:36
in you think about stories people share
06:37
stories I like oh this girl named
06:39
Natalie oh this guy named drew you want
06:40
to bet you like they tell a story right
06:42
and so I was like I need I need a story
06:44
I didn’t consciously do this but this
06:46
would come out of his like if I’m gonna
06:47
do I needed something really cool so
06:49
hook in my podcast was basically you
06:51
know I’m Mormon I believe in the Book of
06:52
Mormon but I look at my house as all
06:54
these Book of Mormons and laying on the
06:55
ground or who or that I never ready to
06:56
sit there and and I realized that this
06:59
thing that’s so important to me I’m not
07:00
treating it I’m treating it lightly and
07:01
and so uh I was like I need to make this
07:05
room you so I went online I found on
07:06
eBay a copy of one of the original five
07:08
thousand books of Mormon I spent a small
07:09
fortune on it and now I’m reading it and
07:11
I’m sharing my journey because I wanna
07:13
make a special to you again right so
07:14
that was the hook and now I got all
07:15
these people who share my podcast like
07:17
this dude Russell he uh like all all my
07:20
Mormon friends it’s kind of fun watching
07:21
though they’re sharing it like my friend
07:23
Russell he yes you know he’s a Mormon
07:25
tooth they sure they’re sharing it like
07:26
and seminaries and elders quorum and
07:28
it’s kind of fun to how fast it’s
07:30
growing just inside the church because
07:31
everyone’s like because they feel that
07:33
same way like and I feel the same way
07:35
you know I I’m not you know if you’re
07:38
Mormon you’re like I don’t treat the
07:40
book um who I should and I also there’s
07:41
this guy who’d felt the same way so now
07:43
he spent a fortune bought in Ridgeland
07:45
and now he’s like taking us on a journey
07:46
Austin people like oh I want to be part
07:48
of that story right I’m sure that
07:50
there’s a lot of people who like I think
07:52
about Drew and get out no Jerusalem
07:54
super well but uh you know what the
07:58
biggest things in the weight loss space
07:59
I see the people come they try to try to
08:01
people lose weight but if they’ve never
08:02
been fat in the past it’s hard for them
08:04
to get a lot of traction a lot times a
08:05
new personal training but it’s hard for
08:07
me blow up like is the celebrity as a
08:08
guru as an extra whatever II want to
08:09
call it because the masses are like well
08:11
they don’t know it’s like to be fat so
08:13
he told that story now everyone’s like
08:15
dude this trainer who who uh he wanted
08:19
to prove to us he could do this we
08:20
gained all this weight and that’s the
08:21
story we’re sharing it’s a good hook
08:22
yeah I mean it same thing happen with
08:23
this is like it was a story so it
08:25
started getting spread and then um this
08:27
week I was like like I need another good
08:30
hook and gets true what can I do to get
08:31
people listening to this now that it’s
08:32
live and it’s launches so um somebody I
08:34
saw yesterday I actually that there’s
08:38
this guy in the Mormon Church named
08:39
sparely P Pratt he lived back in 1800s
08:41
and he someone gave him a copy when the
08:43
original Book of Mormons because that’s
08:45
all he had back when they first came out
08:46
and he started reading and he read it
08:48
for anti you read the entire thing in a
08:49
day said that eating and sleeping became
08:51
a nuisance to him and anyway I found it
08:53
yesterday was actually his birthday so I
08:54
was like I’m doing part of the people a
08:55
day so I took the day off of work and I
08:57
went and I read the entire I do I try it
08:59
so 18 hours I didn’t I almost halfway
09:01
done it’s a big book but I read the
09:03
whole thing and I talked about I did
09:05
Facebook live I talked about it and um
09:06
and this is something I put $0 and
09:09
advertising behind I just posted on my
09:10
personal wall said hey I’m doing this
09:11
crazy thing and from that I think this
09:13
morning there’s like three point nine
09:14
thousand views over like 1500 comments
09:18
and likes and share like like
09:20
interactions with it and and hundreds
09:24
and hundreds of people subscribe the
09:25
podcast from it and so it was like this
09:28
thing like I made a story an event a
09:31
thing out of it and that’s what got
09:33
people excited was hooking a story and
09:36
now people subscribe to the podcast and
09:37
be interested my beliefs and my faith if
09:39
you go to book
09:40
and challenge calm you can subscribe and
09:41
listen in but that’s kind of what is
09:44
right you’re creating a story creating a
09:46
hook and a story gets people interested
09:48
today I’m actually filming a product and
09:50
what’s the product well I spoke at the
09:52
TEDx event and the TEDx event I mean 90
09:54
minutes are in 90 minutes I have three
09:55
million dollars so that’s a hook and a
09:57
story so I’m recording five our
09:59
trainings today teaching how I did it
10:00
because that’s something it’ll sell like
10:01
crazy people will like will put out that
10:03
I got roughly made 90 it made three
10:05
million ninety minutes so you should buy
10:06
the course to figure how you did it like
10:08
that that’s the that’s the key is like
10:10
that story like I peed my pants I want
10:12
to fat to fit to fat I read the entire
10:13
Book of Mormon in a day I bought an
10:16
original Book of Mormon I mean three
10:18
million dollars in 90 minutes like like
10:20
what’s the story you gotta find those
10:21
stories they’re out there and the and
10:24
sometimes they’re going to be super
10:25
grandiose at first like you need to have
10:27
a story behind things right one of my
10:29
bonuses inside of the funnel hacks
10:30
program now is traffic seekers and
10:32
traffic secrets I could day
10:33
hey yeah there’s this course called
10:34
traffic secrets and you get it today
10:36
when you sign up you set up now right
10:38
but what’s this hook viana well traffic
10:39
secrets was a was a site owned by John
10:42
Reese John Reese did the first million
10:43
dollar day and the product sold was
10:45
traffic secrets and the course is still
10:47
gonna end up buying the brand from him I
10:48
am spending almost a million dollars to
10:50
buy it from him and have all the wire
10:51
transfers and so when I now talk about
10:52
that part of my bonus
10:54
I tell the hook the story and the offer
10:55
of that buy the hook it tells the hook I
10:58
tell the story and then it’s like now
10:59
that bonus becomes super valuable
11:01
because the hook and the store makes it
11:02
way better and so figured out for your
11:05
business like do you have a hook in a
11:07
story if not that might be why you’re
11:09
struggling and so if not like figure
11:12
went out like you got to figure out a
11:13
thing like what’s the thing call your
11:14
shot do something big look at all the
11:16
offers are out there look it people are
11:17
having success what are their
11:19
commonalities look what’s the hook
11:20
what’s the offer what’s the story that
11:21
they’re they’re telling you a what’s the
11:23
thing and figure out how to create a
11:25
story like for me at the Book of Mormon
11:26
like I was like okay I’m already holding
11:28
today like that’s a story like okay go
11:30
and do something that what could you do
11:31
for yourself you know maybe it’s and
11:35
this is what comes back to talk about
11:36
sometimes like you know results first
11:38
right like find somebody it let’s say
11:40
your weight loss trainer find somebody
11:41
and and get the result on them or do it
11:43
on yourself or what you know like
11:44
they’ve become a lab experiment the
11:46
story is the key okay no again I didn’t
11:49
know drew prior to his
11:50
fit too fat to fit thing but my guess if
11:54
I was to say is if you go out there and
11:55
he was certain I’d sell his weight-loss
11:57
program
11:58
I’ve a tidwell’s personal trainer by but
11:59
he struggled as like selling the thing
12:01
but now he’s got this story like he
12:04
doesn’t have to be that good selling
12:05
because the story the hook and the story
12:07
so good okay so there’s your Simon all
12:11
my friends all my people is to figure
12:14
out for you whatever your whatever
12:15
you’re launching if it’s a podcast and
12:16
offer an ad and a product or service
12:19
that whatever what’s the story that’s
12:21
you got to figure out because the story
12:24
will drive everything else behind you
12:25
what’s the hook and the story and their
12:27
lease your offer anyway I have an ounce
12:28
oh I asked on my training alright see ya
12:31
later but want more marketing secrets if
12:33
so then go get your copies of my two
12:36
best-selling books book number one is
12:38
called expert secrets and you get a free
12:40
copy at expert seekers calm then book
12:42
number two is called calm seekers and
12:44
you get your free copy at calm secrets
12:46
calm inside these two books you’ll find
12:48
my top 35 secrets we’ve used to become
12:51
the fastest-growing non VC vac SAS
12:54
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.