All language subtitles for 02-The Hook, Story, Offer Framework

So what I want to do right now, I want to
kind of move into my first like training

portion of this and I wanted to lead this
out.

How many guys have gone through 1 funnel
way challenge?

yeah. Ok.

Those who've gone through it, if you

know, I stress a lot about one simple
thing, which was hook story offer.

I talked a lot about that and I want to
talk about the next hour or so because

throughout this week you'll be learning
about a lot of different types of funnels

right, about challenge funnels and summit
funnels and like all these different

things and some of you guys may get
confused.

I want to understand like the core
fundamental like foundation of what you

have to become good at as an entrepreneur
is understanding this one concept which

is mastering hook story offer and so I'm
going to spend some time going over that.

Like story offer, I gave everybody a
handout that came with your should be on

your seat.
You guys take notes on stuff like that,

but one of the things it says in there, I
think the very front page, is that

something. 's not working in your funnel.

It's always either your hook, your story,
or your offer.

Every time Eric was like my phone is not
working well, what should?

I do. I look at.

I'm like, oh, your hook is horrible.

That's why nobody's clicking on your ad
or your hooks.

Good people showed up.

Your story is boring.

That's anyone buying.

Or it's like you hooked and totally good

story. But man.

That offer was horrible.

No one would ever give you money.

For that. And I've learned like as I
broke it down consulting to like three

things. Like it's always one of these three

things, OK.
So I'm gonna spend the next hour or so

going over this, give you guys ideas and
like opening up your mind to becoming

better at that.

If you become better at that, this

framework fits into any funnel, OK?
If I'm selling a book, I got to be good

at Hook story offer.

If I'm selling something through the

phone, hook story offer, if I'm selling
something, webinars, hooks.

Like this is the framework that we all
have to come masters at.

So I want to lead with that today.

And then as everyone starts training on

different funnels and strategies, you
just remember like.

My funnel's not working.

It's because of one of these three things

every single time.

Ok, if you were to hire me for my

insanely high consulting rates like
Russell, my phone's not working.

What should I do?
I just be like.

Thanks for the check.

It's either your hook or your story, your

offer. So next time you're like, man, I wish

Russell took my funnel, just say and be
like.

What would Russell?
Say he would say, see your hook, your

story, or your offer.

Ok, it's always one of those three

things. Every single time.

Ok, so with.

Hook story offer.

That's it goes hook story offer.

But I'm going to start with the offer

first and then.

Move backwards just because that's kind

of the framework that works OK.

So the offer.

Excuse me a lot of you guys.

Have gone through like my training with

perfect webinar.
Stuff as you see this thing.

Called the stack slide.

How many guys are familiar with the stack

slide?
Good can stack slide is how we create an

offer. Ok, and even if you're not doing a

webinar, you still create a stack slide.

There is no circumstance when I ever sell

that I don't use a stack slide.

If I was emailing somebody and they were

like, hey, what does it cost to hire you
as a consultant or hire you to do

whatever, I would literally send an email
and I'd have a stack slide.

I just have like 4 1 value, 2 value.

Like I would use this in everything.

Ok. So, and I'm going to show you guys
some examples today.

Doesn't matter if you're selling coaching
or supplements or physical products or

services like you should.

Always have this.

Ken, now to begin with, I want to talk
about one of the founding fathers of our

industry. A lot of you guys may not even know him

or heard of him.

His name is Claude Hopkins.

Have you guys heard of mister Claude
Hopkins?

Alright, all my old geez, all the
originals, OK?

This is your marketing.

History lesson so Claude Hopkins was the

father of modern advertising and was
interesting is way back then in the early

nineteen hundreds, what they called what
he was calling, what his job was, he was

what they call this scheme man.

Ok, he was a ski man.

What the ski man did is they came into a
company and their whole job was to come

up with the offer.

That was it.

The most important part, which is the
offer?

Ok, now to show you the value.

Even in like the late eighteen hundreds

early nineteen hundreds, the value of
becoming a ski man, the person who

actually creates the offer, Claude
Hopkins back then, was made fifty two

thousand dollars a year in nineteen oh.

Seven OK, now the equivalent of that,

that's one point three nine million.

Dollars in today's dollars they paid dude

over a million bucks a year to come in
and be like this is.

Where your offer is.

Ok.

And most of you guys never even think
about this.

You just kind of go off and like do
whatever.

And I'm not gonna, I'm excited.

Steven Larson's gonna be talking in two

presentations. He's gonna go deep into like how much

really cool off with you guys.

But I understand like this is the value

of like the most important part of offer.

You have to understand that this is so

valuable that back then they people that
much money to come create offers for

them, OK.
So it's worth your time to start figuring

these things out.

Ok.

Now I want.

To kind of talk.

About when offer isn't for a minute.

Because most people in business I think

about like, what's the product I'm going
to create?

And the biggest problem when you create a
product is that when you have a product,

it is a commodity and anybody else can
create it, right?

And if you have a product and this
commodity, when you're trying to figure

out how to sell it, the only thing you
have to like as leverage is price, right?

Ok.
That's when you go to Amazon, like

someone selling the thing at this price,
it's like, oh, well, if I'm going to beat

him, I got to sell it for less.

I got sell for less and less and less and

like. It's a race to the bottom, which is the

worst type of business to be in, by the
way.

Ok, Dan Kennedy.

Tell me when I first got started, man,

1415 years ago in this business, he said
that there is no strategic advantage of

being the second lowest price leader in
town.

So if you can't be Walmart, like there's
no sense of being the lowest price leader

in town.

But there's a huge strategic advantage

being the most expensive person in town,
right?

So if you're creating something like.

You can create a product and become a

commodity and you're racing to the bottom
or you understand how to create an offer,

which deck?
Commodities you.

I'll show you here in a minute.

And it makes it so you can charge

whatever you want.

Ok.

So that's kind of the key to understand.

So a product is like A1 singular thing,

an offer as we take a product and you
bundle it with a bunch of other things to

increase the value and to make.

It unique and separate and different

right?
If I were to sold this as a digital

marketing event, there's like 800 digital
marketing events you have to, right?

Why did you guys fly?
Here in the middle of the rain.

Because it's different, right?
It wasn't just a product.

Like a marketing event, it's a whole
bunch of other stuff when you bought.

Click funnels most cases in bikes like
oh, here's software build websites

there's tons of software builds websites
right?

We created irresistible.

Offers and bundle them together to make

you go crazy to come and buy and to come
here and do things right.

I spent a ton of time folks on how to
create an offer and one thing I have to

understand. There are basically there's two ways to

make your product the cheapest in town.

The best way to illustrate this the 1st

way is obvious.

If you want to be a cheapest product in

town you have to decrease the price,
which again funnel.

Hackers don't do that.

Ok we don't.

We should make a T-shirt that says that
funnel.

Hackers do not decrease prices, OK?
If you decrease the price you become

cheaper than somebody else.

The other thing is, if you increase the

value what you're offering, then you
become cheaper, right?

Ok, because if I sell you something and
it's worth 1000000$ and only sell for a

thousand, that's cheaper than the person
who sells something for a thousand bucks

it's worth a thousand.

Bucks that.

Makes sense OK, so I need to decrease the
price or I can increase the value to

increase the value of the thing.

But if you look at this, it's

interesting. I have this conversation, my conversation

with my kids the other day, like.

How much money you make is 100 % tied to

how much value you give.

It's 100 % correlation.

It's my.

Kids were asking me and my kids are cute

they're the age of trying to start.

Figuring things out and one of my sons,

Bowen, was like, Dad, it doesn't make any
sense.

This guy over here is one of our friends.

He's like, he's a doctor and he he's way

better than you, but you make way more
money than him.

How come?
And i said, well, you get paid based on

how much value you offer.

He's like, but dad like, he like operates

on people.

That's way more valuable than what you

do. And I smile.

I said it's definitely more difficult.

Like that's.

I can't imagine that.

I said, you understand he's only able to

operate on one human being at a time.

So he's offering insane amounts of value

for one person.

So because of that.

He gets paid really well, but it's
finite.

That's as big as it can be.

I was like, I'm able to offer value to

forty five hundred people or seventy six
thousand people or a million.

People to create something of value and
create self so many more times.

And so I said that's the reason I'm able
to make more money than doctors because

of how that works.

And I kept explaining this to him.

And so I told him I was like, look, if
you want to get a job, you get paid based

on how much value you have, right?
Ok. So like if you get a job at

McDonald's and they're paying, you know,
whatever, what's minimum wage nowadays?

8 bucks an hour.

I'm like, that's how much value you're

getting. I was like, but if you go and you can

create something, you can do something
bigger.

If the value is so much higher and you
can get paid more money for that.

Ok. I'm trying to explain this to it to a
kid, which is really fun.

So the whole name of this game is you're
creating funnels and you're hook your

store. Your offer, you're trying to increase the

value, OK, so the offer increases the
value of whatever it is you're trying to

sell. Somebody give you a couple of examples of

this in the real world, hopefully will
make more sense ken so for example, I've

been now married for.

Almost 18 years.

So I haven't dated in a long I may date
my wife.

But I don't.

It's hard for me to remember exactly how

it works, but I watched that.

We watch cheesy shows like the Bachelor

and Bachelorette.
I see my friends dating.

My kids are like three or four years.

Away from dating.

And it makes me really nervous.

But as I was thinking about this, I

started thinking about how did I get my
wife to want to marry me?

How do I get her to want to go on a date
with me back in the day?

Ok, I want to put this in perspective.

My wife is 5 and a half years older than

me. She's way better looking than me, like

she has all the things and I'm like this
little dorky kid, OK?

When I moved to Boise idaho, I was put in
perspective.

I moved this little part with a bunch of
other wrestlers.

I had a shaved head.

I had glasses on.

I had no future.

I was just, I just wanted to wrestle.

I was kind of weird.

I was socially in there talk to girl.

Like it was like all these things, right?
And all my other rates were there and a

couple of them all had a crush on.

This girl, and she was in the older girl.

And when the other apartments was close
to us.

And so we'd go over to her house and hang
out, right.

And so I looked at it and I was watching
these guys.

And they come over and they try to be
like, how cool.

They don't go on a date here.

I'm going to date.

And I watched her.

She turned tons of like bunch.

I'm like, no, I'm not gonna wait.

No, I'm not gonna go.

No, I'm not gonna go on a date.

My man keeps telling people, no, like,

the offer is not very good, right.

Everyone's offers one day with me.

And when you do that, all they have to
look is as yourself like.

Do I want to go on a date with you like?
Like yes or no, right.

And some people are stunning good
looking.

So you're offering increases because the
value of your looks.

I wasn't that way, right?
I again, I was a shaved head wrestler

with glasses on.

And so like that was that was my thing.

I didn't my value wasn't huge on looks.

And so I was coming there, like how do I

increase the value of this package?
Like OK, what do I got?

So when I asked on a date it wasn't.

Like, hey, wanna date with me?

She's like, other guys are way better
looking.

You say?
Ok, I got to make this an offer OK.

So it's OK.

If you want to date with me, first thing

we do is we're.

Going to do this, and then we go on this.

We're gonna experience this.

We're gonna eat here and do this.

And then afterwards we go do this thing
right here.

We're going to meet these people here.

And like I.

Create an experience right and then I
asked her on a date, she's like, ohh my

gosh, that offer, that experience, that
whole, thing, sounds amazing.

And you're in there.

That sounds great too.

Like, let's go and do this thing right by
creating an offer after today, she said

yes, and now we're married.

Five kids later and it's amazing.

Ok, so if you're struggling and dating,
this is my only dating advice I will ever

give anybody is how do you increase your
offer?

Because it's just.

You may be in trouble, especially not

very good looking.

Right, so I get.

How do I?
Increase the offer of this?

Ok, what else do I have to like?
What else do I have to offer my future

spouse?
This person?

A day, right?
So there's my dating advice.

Ok, but you see how it works.

I mean, increasing the value of yourself

as the offer.

Ok, as I was teaching we did an event

earlier this year called unlock the
Secrets event for our two comma club

coaching members and it was kind of a fun
event.

I decided to invite all of the kids to
come to it as well.

So the parents.

Came and the kids came as well, and so

I'm explaining this concept of.

Increasing an offer to the audience.

I think all the parents were just.

Like, wait a minute, I got a question.

Wait a minute.

And like the parents, are always a little

bit slower than the kids pick up stuff
really fast.

And I'm sitting out in the audience is
looking out.

And I started.

Asking the kids, I could tell.

The parents were a little.

Perplexed, I said.

Ok, I want to get some kids out.

So I called on some kids and.

This right here on the left, hand, this
image, this is Ryan Lee's Amanda Circle

members. On the right hand here, this daughter,

Kiana and Keanna, I don't know, she's
probably 10, maybe 12 years old, and she

runs a babysitting business.

And so I asked, I said, how would I ask

all the kids, like for all the kids, how
would you increase the offer of your

whatever business you're working on?
And she's on for raises hand so I throw a

little catch box and she grabs it.

She says, well, I'm a babysitter and I

figure all my friends are also
babysitting.

We're all charging 5 bucks an hour.

What if I increase my offer by doing

this?
And she's like, what if I told him that

after?
We, you know, I'm.

Going to feed your kids healthy food, not
like pizza.

And then after this things done, I'm
going to actually wash the dishes and I'm

going to make sure the kids are bed at
9:00 and I'm going to play games with the

kids when we go out and then I'm going to
do.

You know, she about four or five
different things she could do.

And I looked at it, I was like, Oh my
gosh, like, do you want to watch my kids?

Like, my kids were there?
Like, you watch them tonight.

Like, that offer was amazing.

You look at like there's 10 babysitters

and all like all babysitter kid all
babysitter kill baby Sir kid, all babies

sick. And when I do that, I'm also.

Going to do this and like who you give
your money to.

Ok, she could double, triple, quadruple
her prices and she still seems the

cheapest because not only did she watch
my kids make sure they didn't die, she

also cleaned up the house, fed them
healthy food to have.

Activities with them, played with them,
wasn't texting on her phone.

My like you know all those kind of things
as well as your CPA certified all those

things like.
She created an offer where she could

double, triple, quadruple.

In price and she still would have seen

the cheapest.
Ok, she had a.

Line of people out the door waiting for
them to babysit because she created an

actual offer instead of just selling a
product.

Could you just?
Get how this works.

So you're sitting there in your
marketplace, like, I've got this course,

I've got this physical product, this
training program, this coaching program,

this event, like, whatever The thing is
that you're trying to do, you just step

back and figure out, OK, I'm competing
with other people, how do I make my offer

better?
What do I have that can be better than

what everybody else is doing?
I gotta one up.

Everybody else, I make my offer better.

Ok. So the perceived value of it seems so

much higher that way.

It seems cheaper.

And they don't have to lower my price.

In fact, I can increase my price and it

won't even matter.

Ok. It's called price elasticity we have

a product we sell right now.

It's two pieces of paper we sell for a

thousand. Bucks how many give me a thousand bucks

for two pieces of paper.

My die hards.

Thank you.

Alright, well, we did.

We literally do.

So I have two pieces.

The sales scripts are high ticket sales
scripts.

2 pieces of paper we sell for a thousand
bucks.

And if you look at you like, I would
never pay a thousand bucks to pieces of

paper, Russell.
And most people win by like these two

pieces of paper.

Guess what?

They are.

This is our high ticket sales script, OK?

Today we've done just short of thirty
million dollars in sales with these two

pieces of paper.

You, someone pick up the phone, you read

this one, and then you read the other
side and then they give you money.

It's amazing.

It just works every single time.

And I didn't make it up.

People been using for years.

There's been billions of dollars in sales
tracked back to these two pages.

And the person I know in the world who's
the best.

This is a guy named Robbie.

In fact, Robbie's here in the room.

Where's Robbie at?
He's here somewhere.

He's probably out, dude.

So Robbie is the one who showed me the

script initially and he trained me and
they trained ourselves guys and build a

whole team and he had everyone, right?
Ok, so for the thousand, bucks i'll give

it 2 pages but then also give you Robbie
in a box.

So how do you guys like Robbie to make
videos to train your entire sales team

just for, you, it's amazing, right?
So you hire sales people, you give them

these two pages, you say watch the videos
of Robbie teaching you.

They watch those like 3 hours and they
come out ruthless.

Sales people can sell anybody anything,
right?

And then like, that's cool.

I don't have any ads.

I'm like, OK, how about this?
I will give you the ads.

Run and I'll give you the funnels I run.

I'll give those to you as well, right.

And then how about I can hook up a call
where you can jump on the call with

Robbie for 30 minutes, train yourself,
people, one to make sure it's customized

the script specifically for you.

Now how many guys pay a?

Thousand bucks for that offer.

Ok you see how it works.

Like it went from 2 pieces of paper to I
bundle it all since like ohh my gosh I

have to have that.

Ok, if people aren't buying again, see

always hook story offer.

If it's your offers because you don't

have, you gotta figure out how to make it
better, how to increase it.

Ok, one funnel way challenge the same
thing.

This is a challenge where you jump on a
coaching call every day for 30 days.

See the energy like ohh.

Now let me tell you all the stuff you

get, the first thing you get is you give
the big old box in the mail.

Inside the box is a book called 30
days.com

where 30 people of our two comic club
winners each wrote a chapter about how.

They got in the two comic club and then
there's videos I'm showing behind the.

Scenes of each of their funnels.

And then on top of that, you're going to

get 30 days of video from me, then you
get 30 days of video from Julie Stone.

And then on top of that, Stephen Larson.

Come on every.

Single day and yell at you and make sure
you actually get the stuff done by the

time that your phone is going to be
finished and we go on and on all sudden

like this is like the most irresistible
offer.

All time.

Ok. The first challenge was seventy five

hundred. People signed up for it.

My goal is get 10000 thousand people a
month signing up for this challenge.

We keep making the offer better and
better and better.

Ok, if you want to sell more stuff,
figure out your offer and make it sexier,

increase it, make it better.

Ok. So the question is like, well, how do

you do that?
Ok, sometimes like I sell this thing,

like how do I make it sexier, how do I
how to make an offer?

It's the fastest way to increase an offer
is to bulk it up by adding other types of

information products.

So I'm going to go.

Through a couple ways you guys create
quick information products to bulk up any

offer. Actually have to write a book that sounds

like fun.

Alright cool.

So I'm gonna go through three different
things you can do.

Number one, there are written words I'm
show how to do without actually writing

any words.
Number two is audio and number three is

video. This give you guys ideas so nobody ever

say. Well, I can't create an offer.

Russell, you can.

With these things, I'm going to show you

can create millions and millions of
offers.

In fact, if you start looking at
everything I do, you'll notice there's

always one of these three things I'm
using to bulk up my offers every single

time. Ok, so the first are written things so

the first thing I want to.

Show you guys is.

How many guys would love to have a book,
but you don't want to write a book?

Books are the most painful part of
everything I've ever done ever by far.

So this is a book.

There was a Crowdsource book called

Chicken Soup for the Soul.

How is a red chicken soup for the soul?

Ok, have you guys have, read, one of the
like 8000000 versions since then.

Ok, the most amazing about this book is
that the authors who wrote this book

didn't actually write any of the words in
the books.

Isn't that great?
Yet they still made millions and millions

and millions and millions of dollars.

Ok. The other day, my son came into my

little office.
It was bone again.

He came in and he saw his book and he
said, dad, is that your new book?

And I said, yeah, he's like, you wrote
another new book.

I was like, well, kind of he's like, what
do you mean?

Kind of like why I wrote the title.

And that was it.

He's like, did you cheat?
I'm like, no, I didn't cheat.

I said I had 30 people who got 2 comma
club awards, right?

How they would get it to comic Club road.

They could do it again and he's like and

then. They just wrote the chapter, said yeah,

and I put it in a book and then we sell
the book.

He's like, but you didn't write anything.

I'm like i wrote the title.

It's a really good title.

And he's like, I don't think that's a

real book, Dad.

I'm like, no, it really is KEB, how many

guys inside whatever business you're in
could find a whole bunch of experts and

whatever it is.

And you could write a book like this book

alone, we did the very first launch of
the 1 funnel way.

Challenge where we gave this away and we
closed it down.

In four months, people were oxygen things
off.

Someone sold one for over 500$ on.

Ebay people were going crazy for this

book right now when we're launched, only
challenging.

Like, you guys get this book and people
flip out.

People buy just because they want the
book.

I didn't write a word of it.

Ok, so I don't think about this like how

could you guys like chicken soup for the
souls trail blaze it for us, I've trails

blazed it for you.

How could you do the same thing in your

market?
Find people around you and say hey, let

me interview you 30 of your 20 year, 10
of you, put it together, make a book,

make us like there's a million things you
can do with that, but it's a fast easy

way to create a book you don't actually
have to do.

It OK number two way to get written books
really fast is to compile examples of

stuff. How many has read my hundred eight split?

Test book OK, this is literally just
screenshots of 108 of our split tests and

people go crazy for it, OK?
How many guys are doing stuff in your

business or whatever it is you do that
you have, like this byproduct?

We weren't planning on selling this, we
were just doing split tests and it takes

screenshots of the split tests and
eventually two years later we should put

these all in the book.

We just compiled a whole bunch of

examples and we sold it.

Ok, this right here.

How many members of university?
Every month we find a couple of funnels

and we compile them and talk about them
and we show them to people.

Throughout my funnels and other people's
funnels, we just find the cool ones and

we show them and we put them in a
newsletter.

Ok. How many have seen this book, the 74
funnel sway file?

None of you guys have seen it yet.

Another product coming out soon to a

funnel near you, right?
Same thing.

We're just compiling cool stuff.

How many have seen cool stuff before?

Alright, you should just compile it then
and then bake a book.

And then it's amazing more people write
this book than my other books.

I spend years slaving on the right and
they're.

Like oh this is way better.

Ok. And one of my favorite ones is kind

of tricky one.

Have you guys ever heard the public

domain before?
This is where.

Walt Disney got all of his ideas by the
way.

He never wrote anything.

He just like went to the public domain.

Like ohh sweet someone wrote a story
about a beauty and the beast or about the

Snow Princess or about all these things.

Found these public domain stories,

improved movies about it.

Ok, anything that was written pre 1923 in

United States is in the public domain.

You can republish it as your own.

Ok, one of my friends, Matt.

Fury he took this.

Old 1914 wrestling course the farmer
Burns published in the book made over

1000000$ selling that course.

Ok.

And you guys are thinking girl.

Rich Master key system.

Tons of the books.

That you guys are know when you were

aware of are.

All in the public domain.

You can republish them.

So those two places I go for public

domain. If number one, I go to Gutenberg,

everything on gutenberg.org
is in the public domain they just

published. There's like 50000 thousand ebooks there

you can find in your market.

You can take it and republish it as your

own. The second secret.

I go to eBay and the nonfiction book
section.

You can search by years, so I search by
year and I start typing keywords in my

market and you'll be amazed at how many
amazing.

Books have been.

Written that people are selling on eBay

for 1$ 50.

That you can then republish and sell for

whatever you want.

Bundle inside of your offer to quickly

get amazing books.

Ok, so those 3 fast ways, make books,

Crowdsource them, compile a bunch of
examples, or go into the public domain.

You know?
Here's the concept and you guys

understand. As we move from.

The first three to the next three and
beyond.

This will make this whole process simpler
for you OK,

The concept of this people will spend
more money for the exact same content

packaged in a different way.

Say it again, people spend will spend

more money.
For the exact same content packaged in

different way.
Ok, when I first started this business, I

remember going to events like this and
the speakers seem like every single time

some speaker would say, here's what I
think and grow rich.

By the way, how many guys have read
thinking, grow, rich, which is in the

public domain, by the way.

She is all republishes.

Make thinking grow rich for Dennis
thinking grow rich for surfers thinking

grow rich for whatever.

Anyway, it's there ready for you but

anyway,
So I kept hearing that.

So I went and bought the book and I was
like, I'm so excited to read this book.

And I put it next to my bed stand and it
sat there for months.

And months and then years.

And every time I go to people who think

you're rich, I raise my hand.

I'm like, well, I actually read it.

I have it.

Someday I'll read it.

And one day I remember feeling guilty.

I went on eBay and I typed thinking girl

rich CD's and someone was selling the CD
course of it.

And so I bought the CD's got into my car,
and for the next like three weeks I

started reading thinking grow rich in my
car.

Now what's interesting about this is the
book thinking grow rich cost me 9$ 97

cents on Amazon.

The CD's cost.

Me 97$ on eBay so I literally paid 10
times.

More money for the exact same thing,
packaged in a different way.

Because they never seen the book in the
audio.

Literally word for word.

Some dude read the book.

And then became CD's and I spent 10 times
as much.

Ok, this is lesson for you guys.

How many guys readthe.com

secrets book have read the expert secrets
book?

Why are you here then?
Everything I know is in those books like

it's i got nothing else.

Ohh because this package different way.

That makes sense.

We all understand that like what you

have, you can package in so many
different ways and because of the

experience, how it's being fulfilled, all
those things, it shifts the value of it,

right. This is way more valuable than a 10$

book, this experience in being here.

All right.

So let me shift over to audio now.

Ok. So this is the book that we

republish. This is in the public domain.

Called Life working farmer.

Burns, I have my father-in-law get a

microphone out.
He read it.

We turned into a CD and we started
selling.

This is probably 10 years ago.

Started selling this book on CD.

So you can find a book and you can read
it.

You have somebody else read it.

You can find books in public domain.

You can find something that and you can
make an audio book.

Very simple, easy way to do it.

Ok number two is you can interview

others. So this is this is a book how you guys

have read.
This book, by the way, I know all of our

two comical ex members.

I sent you a copy of it.

Everyone's like, this thing is, like,
bigger than the phone book.

It's one of the best books ever.

And I remember when it first came out,

David Fry, where's David at?
Yes so David got it.

And he's like, this book's amazing that
he called it Vince James, the author, and

he interviewed him for a whole bunch of
stuff, and he made audio course out of

it. And Dave's the genius.

I was like, I should just do what Dave
did.

So then I called him up.

I was like, hey, can I interview you?

Two and he was like sure.

And so I interviewed the guy who wrote

this book the guy made when he was a 20
year old kid, made a hundred million

dollars to direct mail selling
supplements.

And so I called him on the phone and I
interviewed him and let me interview for

six hours when it was done.

He's like you can have the rights to the

audios. I have the rights to, you know, everyone

with him.
I'm like sweet.

And so then like two years later I
launched it and this actually became my

very first ever 2 comic club funnel.

I made 1000000$ selling the interviews of

the interview I did with this guy who
wrote the book.

That amazing.

How many have read a book before?

How many guys could call the author and
be like, hey, can I interview, you, and

because they, ohh, he's too famous.

He wrote all these big books.

He's ever gonna interview me.

Can't tell you the life of an author.

If you really want to know how it works.

They geek out on top.

They spend their whole life writing this
book and they're so proud of it.

They're so excited, right?
And then they tell their spouse or their

family, their friends, they're like, OK,
that's weird.

And they're like, oh, nobody cares.

And then there's an audience who gets the

book and they love it.

And they read and like, Oh my people,

they read it, right.

And then somebody calls and like, hey,

that book was amazing.

Can I interview?

You the person's like yes you can.

Just so you know, they want you to talk

to them, they want to share the stuff
doesn't happen enough.

You went to Amazon and find the top 10
authors of books in your in your market.

I guarantee you 9 out of 10 you can get
on the.

Phone for free that fast.

Ok. Or you could actually, I don't know

if Jason Flatland is here this year, but
Jason gave me an idea that was brilliant.

He was doing an offer.

This kind of ties back to the story we'll

talk about in a minute.

But he was doing an offer, he was selling

a funnel course and he was like, I want
to interview someone who did ecommerce

channels so he's like well Trey Lewellen
has got the highest grossing ecommerce

funnel right now inside of click funnels
I want to interview.

Trace, we calls up trains like hey can I
interview?

And they're friends and entries like sure
man, you can interview me.

And Jason's like well I need to wire you
some money 1st and translate.

No, don't worry about it.

I'll do the interviews.

Like no i need to wire you the money
because otherwise there's no value in

this interview.
He's like what it's like whatever.

So Jason wires and like 5000$ he does the
interview and then when you see when

Jason's selling his product and does the
stack.

He goes through a stack, he's like number
one number two three like number three

right here.
You see this right here?

This is the guy.

He is the number one ecommerce seller in

click funnels.
He had a funnel into twenty million

dollars in six weeks selling flashlights
and I wired him 5000$ to interview him.

I'm coming to find out the I mean, he
does interviews, but I wanted to find out

the real stuff, so I paid him 5000$ to
interview him and that interview you guys

could have all of a sudden that bullet
point in this stack.

Slide went from oh, it's an interview
that's worth 5000$ now the value

instantly shoots up, right, so
interviewing people is huge.

In fact, when I launched the 10X secrets
course.

I had my offer and it was good.

I was like, how do I make this sexier?

So the first thing I did is I interviewed
on people.

I interviewed this man right here.

Where's Meyer net?

Everyone loves Myron.

Yeah, anyway.

Anyway, Myron and bunch of people who I
learned how to close from stage from.

I interviewed all of them.

Plugged that into the course, increased

the value of the course.

Ok.

So interviewing people was huge for any
product.

I don't think there's a product I put
out.

Better interview people.

I do it even if it's my product.

I'm like, who are the 10 other people I
can interview who have done something

similar?
Because all those things increase the

value of what it is I'm selling.

Ok.

And then the last audio one is compiling
hard to find podcasts and.

Videos and things like that.

Ok, if I told you I was like, hey, my

favorite podcast is mixergy, I should go
listen to it.

How much value is in that?
Not much, right?

But I was.

Like, OK, There's this one interview that

Andrew did and in the interview started
talking to the guy and he literally the

guy showed three different websites that
were the key to.

And I listened to those things.

I found the websites.

I didn't know they existed.

I started doing the thing and that's how

we got click phones to do whatever,
right?

If I tell you that you're like, Oh my
gosh, I want to hear that podcast, like,

cool. When you sign up for my thing right now,

I'm gonna give you a link directly to
that podcast so you can find it.

Ok, you curating stuff for people,
there's value in that.

Ok, YouTube videos, I've done tons of
times with options were like opt in here

to get a free video from Robert Kisaki
teaching the number one tax strategy for

Middle Age Americans.

And I just found a video on YouTube of

Robert Kiyosaki teaching the number one
thing on whatever, and that's why I give

people when they opt in.

Ok, so you curating stuff you think is

cool can be bundled into offers as well.

Ok, so there's the audio ones really

quick. So audio books, interviewing other people

and compiling hard to find audios is big
thing.

The last time we go through really
quickly is video.

Ok, there is a program.

How many?

How many guys here use windows?
Have you guys used Macs?

Holy cow.

All right.

Ok, there's a program if you are using if
you are using if your windows you should

be using Camtasia.

If using Macs you screenflow.

This tool is made me and probably most
people more money than anything else on

Earth. It just records whatever is happening on

your screen.
So you make a presentation or slides or

literally the very first version of the
funnel hacks training, the one that got

us from zero to 10000 thousand customers.

I had a Word document open on the screen

with my notes and the right hand side.

I had a little picture, I just.

This record on Screenflow and I talked
for an hour as I read through my outline.

We did like 10 million plus dollars in
sales and that was what the product

looked like.
But we also have a professional video

studio. You don't need one.

Just get a microphone, screenflow or
camtasia.

Record your screen.

Have a present and just teach it.

Ok, it's super easy, it's simple.

It's like the easiest thing in the world

to. Do OK.

Number two video thing is just get your
iPhone out.

Literally, you get your phone out and
just make videos where?

Where's Rachel at?
She in the room right now.

We were on.

A they were.

Did you finish the course, by the way?
Can I talk about that?

So Rachel, we were on this like little
cruise thing after the 10X event and she

came to me.

She's like, I have an idea it's gonna.

Be a course called selfie secrets i'm
gonna ruin this.

And I'm gonna record the.

Whole thing on my.

Iphone and then she's like the next day
recorded entire course on her phone

teaching the entire course, which is
amazing.

And it was.

All on her phone.

Ok, so how many guys have a phone?
You have everything you need, alright,

OK. And yes, all by her course when it goes

live, alright.
And last thing is like you.

Should throw a workshop.

Teaching people stuff and you only have

to speak and bring other speakers to
teach for you.

Ok, when I first got started, I didn't
have any product to sell and so the first

thing I did is I threw a workshop and it
was really.

Exciting to have a workshop.

I was pumped about it but I had nobody

coming and so I emailed my tiny list of
time and I'm doing a workshop is 5000$ a

ticket. And then the first day nobody bought, the

second nobody bought, and 3rd day one guy
bought.

And 1st I was like yeah.

And I was like oh crap, now I have.

To do a workshop, it was like one person
coming.

This is awkward.

And then? Luckily 2 other people off.

I had three people buy.

I was like, OK, now we have a workshop

with three people.

And so I called everybody I knew, my

friends, my family, everybody I was like,
OK.

I'm doing a workshop.

People pay to be here.

You have to come and just sit in the
audience.

And don't tell me you didn't pay because
I need this look good on video or it's

gonna be super embarrassing.

And so we set it up.

We had it all set and it was like not
like this.

It was, it was really bad.

We literally had the windows behind me

were too bright.

So we got sheets from the from the

bedrooms and electrical tape.

Pets over like it's so bad, but recorded

and I became the very first course I ever
sold, was the videos from.

Us at the Holiday Inn with electrical
tape over the sheets literally behind me,

the entire video and it looked amazing.

Ok, so throw.

A workshop, even if nobody comes to
invite your friends, do something in your

house. Bring people industry records of teaching

your thing and you can bundle that in
really quickly.

Ok, so for videos we've got screen
captures, high iPhones and workshops.

So here's a real quick recap.

Of the nine ideas.

Crowdsourcing books, compiling examples,
public domain audiobooks, interviewing.

The pile hard to find audio screen
captures, iPhones and workshops.

Ok.
Tons of easy ways to do that quickly.

Ok, so we're doing now is I want to
actually.

Try to think we should do this, not I'm
gonna let you guys do this on your own.

But in your.

Paper I handed out, I have this little

section here for you guys to figure out
what are potential products I could

bundle inside of my offer, OK.

And this is something we do all the time.

Every time we have a new product comes
out.

We talked about this last year.

We have bat meetings.

We're like we literally send out a bat
signal to voxer.

Everyone, our marketing team, we all come
on zoom and wherever that around the

world we get in front of white, right.

Ok what can we create for this product.

We could put this in it and this is we
started just dumping out as many

different ideas as we can.

Ok, so now you guys have like, listen

selling this product.

What else can we do?

Oh, we could interview this guy, could
compile these things here.

I could do this, I could make a video, I
could do a workshop, we could do it.

And all these things you can quickly
create to turn this into an offer.

Ok.
Now, really quick, I guarantee I know the

number one thing.

Some of your heads right now is like,

well, Russ, that's cool for all the
coaches and the consultants and the info

product people, but not for me.

I'm different.

I sell real stuff right i sell physical
products I have.

A local business, whatever your excuse
is, right?

Now, I wanna shatter these excuses
because the biggest thing is gonna keep

you guys having success over this week is
the is the thought of like, oh, well,

this isn't applied to me.

Ok, I'm excited.

I think either tomorrow or the next day
we're gonna have Jamie cross is going to

come up here and speaking yeah.

Jamie's amazing cause two years ago, she

had a.
Funnel hacking live.

She was sitting in the audience and she
sells soap.

Ok, and I was gonna say talking about
webinars, I'm doing this usually about

webinars and stories.

This whole thing, right?

And every other ecommerce person, I'm
guessing in the audience is like this is

not for me because I sell physical
products and jamie said.

How can I make this work for me?
12 months later, she's on stage.

2 Comma Club Award 12.

Months later, she's on stage sharing her

story with you.

She took this concept of the webinar and

made an ecommerce webinar.

She took it.

Didn't say this isn't gonna work for you.

How can I make this work for me?

And shifted some things and made it work
for her and blew up her company.

I'm so sorry for her tell her story but.

I want you guys think the same thing.

Ok, so I'm going to do an example right
now.

This is a product that I sell.

This is a physical product called Vygon,

having ever seen this before.

The three people on my team.

Alright, so back in the day when I
launched 15 companies in a year.

Which is a.

Horrible idea. Don't do that.

One of them was this thing.

I had a friend who had this company and

he was getting in trouble.

And this little machine here, if you

start getting a cold sore, you said you
feel tammys get cold sores.

He felt tingle.

You pull this out.

If I can open it, this is a new one so
the seal hasn't been cut yet alright.

Then you peel the seal off alright, so
when you open the thing up.

When you feel cold sore coming on.

Come on. There we go alright you open it

up and there's these two little
lectroids, OK?

And you take it and you push the button
and then save.

It cools.

You put it on your cold sore and somehow

I don't know how some scientists figured
out something.

It's actually patented everything.

It goes in and like zaps the Colts or

destroys it, kicks in the face and
destroys it and the culture never shows

up. Ok.

That awesome.
Having one of these right now really i

get my funnel back up anyway.

So this is a physical product I sell,

right, and you're like?
Well, Russell, this is, this is, this is,

you know, I don't self.

I don't sell information.

This doesn't work for me.

But imagine if I did this how do I turn

this into an offer?
Ok. This is a physical product.

It does what it does.

It's just a thing, OK.

And the guy who sold who I buy these
from, he sells it to other people.

So it's not like I'm not the only one.

It's a commodity.

There's like 30 other people that sell
the same thing, only mines better.

Ok, so for me, like, how do I compete
against everybody else?

Well, everyone's got the exact same
thing.

It does the exact same thing.

So I have to turn this from a.

Commodity into an offer.

Because if it's a commodity.

I gotta be like, OK, he's selling for a
hundred fifty and sell for hundred and

thirty and then next is also one twenty
crap one ten one nine one five boom, boom

students. Things like 9$ 95 cents right retail OK,

that's the problem with products or
commodities.

Or I can say, OK, this is amazing, this
helps with cold sores, but what else

could do with cold sores?
What else can I do what?

Else can I do?
I could go on Amazon, be like cold sores?

So I'm cold sore cures and remedies and I
guarantee there's people on Amazon who

have written books on how to do cold
sores.

I can message one of like, hey man, you
are the definitive like.

Expert in cold sores can I interview,
you, talking about all the tricks you

know how to prevent cold sores from.

Happening, I'm sure something in your

diet and exercise, right?
And like, Oh yeah, so I get them on my

phone, I interview him.

Now it's like, hey, when you buy from

anybody, you get the same.

Thing, but you buy from me, you get the

cold sore inhibitor plus.

You also get the interview with this kid

over here who's the number one highest.

Stars on Amazon.

Writer of a culture book.

You get his book as well.

Plus my interviewer actually interviewed
him.

And the number three there are seven
supplements I found that help get rid of

cold sores 7.

There's a whole bunch of people complain,

claim the supplements was actually seven
that worked, and there's two that work

almost instantly.
The second you feel culture coming, you

pop any of these two pills gone
instantly.

Ok and I wrote a report about this.

I want to make you get right.

If you get the wrong brand, you get the
right product.

Get the wrong brand, you are screwed.

So I'm going to show you on the seven

supplements as well, so.

You get this first.

Plus, you're gonna get the interview with
the number one expert in the world.

Plus, you're gonna get the seven
supplements, the actual brand.

Names, where to buy them, how to get the
discounts, all the seven supplements, and

next thing you're gonna get is right?
I take a physical product i'm bundling

information around it to increase the
value of the thing.

Ok.
So it doesn't matter if you're selling

information or not.

If you're selling physical products, the

same thing infers the information.

Is the easiest way to bundle this, right?

The problem with infomercials is the only
way they bundle is like if you call now,

I'll give you.

Another one for free right that's what

almost all ecommerce people do.

It's like, that's good, but like.

That's it's like now I got two of these
things.

So if I have cold sores, I can have one
in my house and in my office.

That's kind of weird, right?
But if I if I bundled information

probably doesn't increase the cost you at
all, but dramatically increases the

value, OK, Now when I'm competing with
the 30 other people selling this, I can

sell it for hire and people will still
buy from you versus everyone else because

my offer is better than theirs.

Ok.

Another good example of this.

Is my friend, mister Stephen Larson.

Have you know, Stephen?
So this is a good example for any of you

guys. Like I'm here Russell, but I don't have a

product yet.

So Steven, he has his own products, but

he's also an affiliate for click funnels.

He's an affiliate for a bunch of other

things, right.
And so we did the one funnel away launch

and TENEX launched couple other things.

He said, OK, Russell already created an

amazing offer that he's selling, but
there's like a thousand affiliates who

are all selling this.

Product as well.

Right, so everyone's doing this, so how
do I compete against this he?

Said OK, well here's Russell's offer.

How can I make my own offer to make it

better?
People ask how do you make money in

Philly Russell?
The first thing you do is you don't sell

the product that they already selling.

Like that's like a like buy Russell

thing. That's like number one on your list and

it's like now I need to make my own
offer.

Ok, how many guys bought the 1 funnel way
challenge from somebody and then bought

it again from Steven later cause you
wanted his bonus.

Ok, how many is about twice from Steven
cause you want the new bonus the second

time. Ok, there's a lesson in this.

So if you have a product that's OK, find
someone with the product and then how can

I now make an amazing offer?
What can I bundle together to increase

the value of this offer so people buy
from me versus somebody else, or if they

did buy someone else also buy from me
because my offer is so valuable.

Ok, alright, so this is kind of the
exercise for you guys.

To start doing is going through here.

And listing out all the ideas you can

have. Ok, so tonight, this weekend, with that

paper handy out, start writing out these
things, putting him out there, and start

putting as many as you can think of and
make it like.

The biggest problem you can have?
Is you're kind of putting in your

potential products are going to make an
offer.

Is like oh.

That's not gonna work.

That's not gonna work when you start to
be creative.

When we first did this, man, probably 12
years ago, we sat in front of white

board. We're doing this, and we were like, we

were at a point where we needed a funnel
to save us from everything, right?

It was like the bottom of everything.

Like we had to make the most irresistible

offer ever, or else we like we're
shutting the doors.

So we sat for life on like, what could we
give him?

Like, OK, they can fly to my house and I
will give him a massage and feed him

food, and then we're going to do this and
we're going to do this.

Like, we made all this crazy stuff we had
all on the whiteboard and then we start

saying, OK, what's the offer actually
gonna be like?

Well, appreciate my wife would be mad if
I haven't in my house and I give him a

massage this, let's not do that one.

But it was there, right?

And it's like, what if we did this?
What if?

And then it gave us time to brainstorm.

And then from there we start pulling

things over to actually make an amazing
offer.

Ok. Anytime I create new funnel, new
thing, I'm always looking at creating an

offer. Please make potential things as possible.

And they know what am I actually gonna
create, pull them into my little stacks

lines like now I don't need to create to
increase this offer.

Ok? All right.

Now one thing to mention as well, the

reason I have a whole bunch of things as
well is because there's more than just

one offer in every funnel.

You have to understand that.

And so I need a lot of stuff that I can
give away, right?

If you look at this right here, there's
an offer on my ad.

I'm trying to get something to click on
something.

So I'm like click on this thing, I'm
going to give you a free report, right?

There's an offer happening there.

Luckily that was one of my ideas I

already created because I can now pull
that down.

It becomes this right then land on my
landing page.

I'm like I need their email address I'm
trading them.

What am I gonna have?
Ohh well I have something up here.

I've already created potential products.

I mean given my interview with so and so.

Give me your email address I'll give you
interview with so and so boom right

there's next product.

This like now buy this product.

I'm going to give you these five things
that my upsell is these three or four

things, ken, i think so many of us go
into this thing like, OK, here's the

product I'm gonna sell and we're trying
to build a funnel around it.

It's like no understand, it's like.

You're looking at more like how do you

serve your customer and like what are all
the things you could possibly give them

to do that.

And then you're breaking down to

different parts of the funnel.

Ok, alright.

So come back to the hook story offer.

So that was the offer section of this

part is the offer.

Now we move backwards to the story.

Ok. So the question then is like why are
stories so essential to this?

Ok, stories also increase the value.

Ok, now a couple things I understand.

Number one, for someone to change their
destiny, they have to make a decision.

Ok, this is true.

First off for all of you, and second off

is true for all the people you're
serving.

Ok, for someone to change?
They're destined to have to make a

decision number two.

For them to make a decision, you have to

change their state.

Ok. And then the.

Best way to change their state is through
story.

So we take that backwards.

I gotta figure out how to tell stories so

I can change people's states.

If I can change their state, then I can

make a decision that's gonna empower
them.

And if I can make help them make a
decision, it's gonna empower them.

I can change their life.

I can change their destiny.

That's why stories are so important, can,
an offer without a state change is

completely useless.
If I was like, hey, who wants to go to

the movie Captain Marvel this week?
Like 3 of you like yeah remember when I

tell the story?
And you're like ohh my gosh I, will,

mortgage my house to fly there for that
experience, right?

The story is what makes it valuable.

Ok, so the big secret is storytelling.

We've talked a lot about this in our
community.

This is not unique, but want to kind of
go through this because the stories being

weaved into every single thing we're
doing.

Ok, you have to get better and better and
better story.

Ok for all you guys read expert secrets.

You know the next part of this, but I

want to share it for those who may not.

Or renew. Ok, this is a concept we call

the Epiphany Bridge.

Sorry, so the Epiphany Bridge is the?

Thing we're thinking about as you're.

Trying to figure.

How to tell your stories, Keb.

So the Epiphany bridge this is you back

before you were whoever you are now,
right?

This is back when you were you're in your
normal life before you, like, figured out

whatever it is you're so passionate about
today, right?

So for me, before I learned about this
whole funnel thing, I just in my house

hanging out doing nothing like that was
me.

And then something happened right where
also you have this aha moment like.

Ohh my gosh.

This is the thing, this thing I was meant

to do.

This is the this is like what I supposed

to be doing, right?
And then what happens is you get so

excited by that thing.

You have that moment.

Ok, so for me, it's happened tons of
times in my life right i think about when

I was wrestling.

Like you guys, my parents were in the

front row.
I used to come home from school every

day. I would eat like Rice Krispies and cheers

and watch TV, right?
And then eighth grade, my dad.

Made me sign for wrestling.

I don't want to be a wrestler.

That's like too.

Much work. I want to watch TV and he made

me go, maybe go.

I had a good time wrestling.

It was OK and the next year I remember my
very first.

It was ninth grade.

I had a chance to i made it to the JV

team. And I remember.

I went to Waynes.

I was so scared, so nervous.

I go to weigh in and the guy that I'm
wrestling has a mustache.

I still to this day cannot grow a
mustache.

I don't know why.

Anyway, I can't.

I remember.
Looking at this kid, I'm like, he's got a

mustache, he is gonna destroy me.

And I got so scared and went to the

match, and we're getting in the stadium
and it's the JV match.

So the only two people in the audience
were my mom and my dad and my God, I get

out there, I shake his hand.

I'm like.

How does it grow facial hair in eighth
grade?

Like ohh, my gosh.

And so we start wrestling and somehow I

don't know what happens, but the end of
the match, I win and I stand up and my

hand gets raised and I look over the guy
with the mustache and his heads down.

I look at my mom and my dad and my dad's
like freaking out.

And I was like, this day is the day I
became a wrestler.

That was my hot moment, right?
And then only thing I thought about for

next decade and half my life was
wrestling, right?

Same thing happened in business.

I remember like I was trying things,

trying things also like.

I remember when it hit me, I was like.

This is my thing.

Like, this is what I do for the next

decade of my life.

Ok? My guess is most of us have had that

moment. That's why you're probably here, trying

to figure out the rest of the story,
right?

So that happens.

Then we go on this amazing journey.

We're like, this is amazing.

And we start studying everything.

We Start learning, start geeking out, and
the worst thing the world happens to us,

we start understanding why this thing's
amazing right and then we have a chance

to try to sell somebody on this thing
that we love, that we care so much about.

We're so excited.

And the first thing we do is we take all

this technobabble, all this technical
stuff we learned, and we spew it out upon

them. And like, ohh, they get buried in this

thing and they freak out and run away.

We logically try to sell them because

we're so logically invested in this thing
right now.

But the reality is that people don't buy
logically.

You didn't buy logically.

My dad didn't convince me.

You're gonna love wrestling because it's
gonna be good health for you.

You're gonna get stronger muscles.

You're gonna like you.

Just gonna help you become more resilient
in life.

You're gonna know all these things like
that was the logic.

Ok, what sold me on, wrestling, oh my
gosh, that felt amazing.

I'm in.

Something happened to each you

emotionally. They got you in, OK?

And so for us to be able to convince
other people, we have to get rid of all

the techno Babble.

And you have to remember what was the

thing, what was the story, what was the
reason.

It got me started on this journey.

And as you tell that story and you get

people the same epiphany that you had
that's been able to change their destiny,

that's we're able to help them.

Ok, so that's the epiphany bird stuff.

If you want to go deeper.

Now, I talk a lot about an expert

secrets, but like that's the core of
story.

And so for you it's not coming back and
trying to logically convince.

Anybody have anything is remembering?
Like what was the reason why I got so

excited about this and sharing that story
is looking people connect with you and

they're gonna have the same 50 you had if
you do it right.

And now you can change it.

Now you can affect now you.

Can move them OK.

Alright, so there's the story framework.

Now the next part of the story.

You have to understand that when we are

telling people story, everyone already
has a story, right?

About whatever it is.

And so if their story is positive, it's a

really good thing for them.

But the story is negative, it's holding

them back.
Ok. So our job as marketers, as funnel

hackers is to look at that and say, OK,
this story they have, is it, is it

holding him back from what I know that
they need to be doing?

If so, like that story is the chain of
fall asleep.

It's holding them back, right.

So the chain of false belief, there's

some experience, something happened to
them that made them have these false

beliefs, OK.
There's this experience because that

experience, they've been telling
themselves the story over and over and

over again.
So for you, this is the people you're

coming in contact with, they're seeing
your Facebook ads, they're coming on your

webinars, they're your landing pages.

Reading your emails and they have these

things. And if you don't break these chains of

beliefs, no matter how hard you try, you
will never convince them to follow you.

It's impossible right because they have
this story.

So the only way for you to break them
from these false chains of belief is to

tell them your story.

And if you do this right, then your story

trumps their story.

And then your story becomes theirs OK,

let me give you an example.

So this is my friend Evan has met him

earlier today.
By the way, do you love his socks?

That was amazing.

Anyway, so Devon last year comma was

like, Russell is amazing.

I got an opportunity for you.

It's gonna be ground floor opportunity.

It's gonna be amazing.

It's gonna change.

The world's gonna be awesome.

And I'm like, man, I'm in.

So Devon signs me up.

He's like, alright, your first thing you
need to do, see Jim and Pam over there,

you gotta get them signed up.

I'm like, OK, let's do.

This OK.
So now looking through this lens.

Ok, so I'm going to sign Jim and Pam up.

Now I look at Jim and I'm OK.

Jim has got some false chains of beliefs.

There's some reason I'm not gonna be able

to get him to believe that he should join
my network marketing opportunity, right?

What is that?
These are these falls change of beliefs,

I think.
Like what?

What did he experience that probably kept
him from doing that?

Like did he have a friend or a family
member came in annoyed, or someone who?

Like, or did he have a did he already
joined a program and he just felt

uncomfortable?
What was the experience?

He had cases where Jim's experience, what
happened is he had a friend named Michael

Scott who just tackled him and forced him
to be in this program, right?

And he's like.

Ohh, that was a horrible experience.

I did not feel comfortable.

I did not like it.

And so because of that, he created his
story inside his mind.

And the story created inside his mind is
that all network marketing programs are

pyramid schemes.
Ok, so that's the story he created.

So I can come in here, I can tell him
everything I want about ground floor

opportunity, the best product, the best
technology, best everything, no matter

what I do logically.

So he will never break that story.

It's not worth doing.

Ok, I'm sharing the story for networking

is true for every single one of you guys
don't care for selling fitness, finance,

product, services like whatever it is, it
is what's happened your customers have a

story already.
Ok. So the only way for you to break

their story is you have to come in.

You have to tell a better story that

Trump's theirs.
If I was going to gym I'm like, hey man.

So why aren't you joining us like this
annoying friend.

You bugged me.

It was horrible.

And you know if I join I gotta bug
people.

Like, I just.

I don't want to do it.

Like no.

That makes sense.

I was the same way.

But what's interesting is that I found

out about this really cool thing called
the funnel.

And I use the funnel.

Umm, there was this network marketing

program. I believed it was pretty cool.

And they were giving away a Ferrari.

And I was like, what if I won a Ferrari

without ever talking to anybody ever.

That would be amazing.

And so I set up a funnel.

I launched.

It and in 60 days I became the number one
money order.

The company and I won this Ferrari and
the best things I talked to a single

person ever.
Is that amazing?

Now if I tell Jim that if my.

Story trumps his story he's gonna be.

Like ohh my gosh.

She said I could actually have the

benefit of this thing without talking to
people who signed me up.

Ok, so you have to understand.

That's all this whole story things about.

It's about trumping someone else's false
belief.

I can trump their false belief.

Their story shifts, and now your story

becomes theirs.
And now they're free.

The chains of falsely for gone.

Now they're free to go pursue whatever it

is you're to help them pursue.

Ok, alright, so the question is like what

stories do I tell?
Now this is gonna change.

We talked about Hook story offer,
depending on the complexity of the

product depends on how many stories you
tell and what stories you tell, right?

If it's a very simple product, you tell
us story and that's all you need.

For more complex things, you have to tell
multiple stories.

I'm kind of walk through that.

So the first thing you have to understand

is that in every sales argument there is.

What we call the big Domino Kagan, if you

read expert secrets to talk about this,
there's one thing that if I can get them

to believe that one thing, all the other
concerns just disappear instantly, right?

Ok, so when you guys.

Came into my world, the whole funnel

world. Ok, everyone had false.

Beliefs and things and things you
believed everything, but if I could

somehow convince you that the only way
for you to get your goals was a funnel.

Like you have to just kind of like,
alright, well I'm in.

Like, I got to do it right?
Everything else just falls away.

Ok? So for me, it's like if I can
convince people that a funnel is the way

is the only way for them to actually get
the results they want.

Then it knocks down all the other
dominoes fall away, or they become

irrelevant. Ok? And every cell's argument has the

same thing, OK?
When you're selling something, it's not

about trying to answer every single
concern possible.

Let's figure out what's the one big
domino.

If I can address this in my ad, in my
video, in my webinar, I wonder if I can

address if I can.

Prove them that this is true.

Then all the other dominoes.

Fall down and they have to believe me

right and so for all you guys, you have
that.

I'm excited Jamie's gonna talk about hers
tomorrow.

I believe.

Like in her.

She figured out what was the thing she
get people to believe, and boom, it all

fell down.
Ok, so you gotta figure that out.

Now after you know the big domino for
your product, your service, then it comes

down to there's four stories we
typically.

Tell now I'm gonna show you guys this in
the framework of like a webinar and I'm

gonna show 15 minutes.

I'm gonna show kind of how we do it in a

90 minute webinar, but the same thing
happens on a 5 minute webinar.

It's the same process, just shorter
times, 10, so the first story we tell is

what we call the origin story.

Again, the origin story is basically your

epiphany bridge story.

How did you find out about this thing?

Like why do you care so much about it?
Right, so you tell you if I'm doing a

webinar, the 1st 15 minutes of webinar is
me just telling my origin story.

Ok, my epiphany bridge story about how I.

Fell in love with this thing.

Ok, so if you watch any of the webinars,
these are the slides from the funnel

hacks webinar that most of you guys have
probably seen.

The 1st 15 minutes I'm going through
this.

I'm just telling my epiphany Bridge story
about ohh my gosh funnels the greatest in

the world.

Let me.

Explain to you why they are and I tell
you my whole story, OK?

And that's the that's the first goal.

Now what happens after I tell that story?

For some people, that was it.

The domino falls.

Over like I'm in, I need.

Here's my.

In fact, here's how many guys.

When you first heard.

Me talk about potato guns and.

Funnels and I told the first story,

you're like, I'm 100 % in.

Alright, but hyper actives are like in OK

now click phones is more complex.

Cell on a.

Simpler cell. It's easy.

How many guys if I just?

Told you my origin story with vigon here.

If I told you I've never had a cold sore,

this is actually true.

But if I told you like, look, I've had

cold sores in the past, I've used Abreva,
I've used things.

Nothing ever works.

They always last for two or three weeks

at a time.

It's horrible. It's painful.

Like the worst thing in the world.

When I found about the first time I tried

it. I clicked on the thing, I pulled it out

and I felt it tingling like the first
day.

But it never, it never came out, never
became a cold.

So it was just gone like that was it.

And ever since, like he does in my

pocket, I take everywhere I go and it's
in the culture comes out hit and I

haven't. Had a cold sore actually hits.

Ever since then.

How many guys that story alone in like 3

I'm in.
Ok, as someone who suffers cold sore like

ourselves, video for this is literally
that.

That's it.

This is a hundred fifty dollar machine.

It's a video, 2 minutes long telling an
origin story the person.

Who actually mention it?
And that's it.

That's all it.

Takes OK, so for simple products, one

story, the origin story is all you need,
and people are in.

Ok.
But as you get more complex offers, you

need more.
So what happens is there are more complex

offer, they push the domino over and
they're all excited.

All of a sudden they push it, then like
ohh these three things block.

It's like wait hold on, hold on.

I'm in.

But and also these three things blocking
them.

So these are the three things.

So the first thing these we call the

three core faults place, the first thing
is their beliefs about the vehicle

because the vehicle is the thing you're
trying to put them into.

So for me the vehicles, funnels like this
is the world.

I'm trying to take you guys into for some
of you guys, it's a ketogenic diet.

Some you guys it's a product to help you
with your cold.

So it's like there's some belief about
the vehicle they have they struggle with.

The second belief is their own internal
beliefs.

Like, that may be cool, but like I don't
think I could do it.

I haven't heard that voice in your head
before.

That's cool for them, but I don't know if
I could do it right and then the third

false belief is like, well, that's cool
thing I could do, but like, I know that

if I started this diet, like I could do
it, but my wife's gonna buy cookies

anyway. Give me the house.

There's no way they always blame some
external source besides themselves.

Ok. So these are the three things that
keep people from buying from you.

Ok.
So for me, now, i move into and I tell a

story to try to Trump.

All three of those OK, if I can Trump all

three of those beliefs, their beliefs to
come, my beliefs.

Then they have to buy, they have to
follow.

You have to do the thing you.

Need them to do OK.

So story number two then, which in a
webinar is the next 15 minutes, is the

story about my vehicle.

Ok, so Sandy, I come back here, it's OK.

What's the chain of false belief they
currently have about the?

Vehicle that I'm putting them into.

Ok then what's the experience like?

Why do they believe that?
Then what's the story they're currently

telling themselves and I think what's my
story?

Ok so ohh yes see this video tomorrow.

So I gotta show them.

The websites are dead right?
So for me the if I go back to this for

myself, right?
The false belief is like, why do you?

Have a website?
I'm good, right, or I saw some on Amazon.

I'm good.

Why do you believe that?

Well, I tried to build a funnel.

It was really complicated.

I didn't work.

I flew myself on Amazon and I make some

sales, so it's pretty cool.

So the story is like, I don't need any

complicated stuff, I can just use Amazon.

Right, so I'm.

Gonna come back in the story I tell you
like no websites are dead.

I tell this story, and if I did a good
job, boom, it falls down.

Ok, so in my funnel hacks webinar most
she hasn't seen these slides right here.

All me telling the story about why this
vehicle is the greatest thing in the

world. My epiphany bridge about why I believe.

I told that story.

And at the end of it, my goal is to be

like ohh my gosh I do need a funnel.

If I get into say that in their head, I

do need a funnel boom.

The internal belief or the vehicle?

Belief is gone.

Ok ohh my gosh I could have success here.

Ohh my gosh I could do that thing.

Ok, so my story is Trump's There is once

again the domino falls.

Ok.

Now the next thing is the first one's
origin story.

Second one is the story about their
internal or.

About the vehicle, the next one now moves
down to the internal beliefs.

So they say ohh my gosh you're right, a
funnel is amazing, but I can't do it

comes internal.
I can't do it.

I don't have any technical skills.

I don't know how to build something.

I don't even know what a.

Funnel is for crying out loud, right?

So that's the second story.

So now the third story.

So now I come back and say, OK, what's
the false belief?

Why do they believe that?
Well, they believe that for me.

Again, I'm talking about a product.

Plug in your product for this.

For me it's like, well, I've tried
technical stuff in the past, I can't use

Microsoft Word.
I can be able to build a funnel that's

they believe.
What's the experience?

I tried to.

Do the thing it didn't work.

It was confusing, like I waste time
energy.

Those stories like.

I'm not technical.

I can't build a funnel.

So I gotta come in.

Like, no.

Like, it's actually really easy.

Here's Grant Cardone.

This guy is the least.

Technical guy on earth.

He built an entire funnel.

40000 thousand viewers.

Super simple, super easy and they see

that they like ohh.

That actually is really easy.

I guess I could do that.

So now boom, two things have happened,

and then here's my slides where I tell
that part of the story, OK?

Now what's happened?
Hopefully Domino fell.

If not then the last legs.

But first, they say cool the vehicle

funnels is amazing and I think I could
actually do it, but I don't.

They find the extra thing I don't.

Know how to drive.

Traffic, because I actually I probably
couldn't figure it out.

Ok, there's some kind of external belief.

Ok, so for me the external belief is even

if I had a funnel, what would I do with
it?

I don't know how to do.

Like I can't get people to come to the

funnel. What's their experience?

I had a website before, I spent a ton of
money on it, bought some Google ads,

nobody showed up and I'm broke.

I paid an agency 5000 bucks and got 3

visitors. I never made any money, right?

They have some.

Experience some story is this doesn't

work, so I got to tell them my story.

So for me I tell the story.

About how to get.

Traffic and boom.

I go through my slides and tell that part
of the story, and if it works, boom.

The domino falls.

And they follow me.

And for all of you guys who are here,
obviously Domino fell that's.

Why we got forty five hundred amazing
people here?

Because I was able to break the false
police are holding us back.

That makes sense.

Ok.

So after you've told the stories, then
the last thing is that you move over to

the to the offer.

I tell the stories that break all the

false beliefs.
And I moved to the offer.

I go through the stack and the clothes,
make the special offer and boom, we got

him. Ok, so the framework is simple.

There's one big domino.

I gotta convince him.

This one thing for me.

I got to.

Convince him that funnels is the greatest
thing in the world for you.

Whatever your thing is, you got to
convince them that this type of diet,

this type of lifestyle, this type of
product is the greatest thing in the,

world, what's the big domino?
If you give them to believe this, then

they have to follow you.

Figure that out and then just come back,

hey. Why do I believe that?

What's my orders, right?
Why do I actually believe that?

If you don't believe it, you're in the
wrong business.

Ok, you have to believe it at your depth
of your soul if you're gonna get people

to move with you.

Ok, so then you tell your story and then

you're like, know what's the reason?
Like what's the vehicle I'm putting,

what's their fault?
Police on that.

What's the false police found themselves
being able to implement this.

What's the false police about the extra?
You tell those three stories.

And then you make them the offer.

Ok, that's kind of how it works alright i

want to do something for some of you guys
who are watching this is like, well,

that's awesome for you because you click
on Facebook live and you just go and you

have all this energy and you're amazing
and you just sell everybody every single

time. I mean, there felt that way about me

before. Be like I hate that Russell Brunson, OK,

so I have a special message for all you
guys.

We're all gonna laugh at me together.

So I share this on Instagram and this is

kind of embarrassing, but how many guys
want to see the very first time I spoke

on stage?
You're that good looking dude.

His bald head and his puffy shirt and his
tie.

Alright, so this is the very first time.

I ever spoke on stage.

It's like a thirty second clip.

And I'm going through this humiliation to

hopefully have some of you guys look at
this like ohh my gosh, that guy can do

this, guarantee I can do it.

So here we go.

But what I wanted to talk about tonight
is kind of a broad overview.

Better hopefully help you to better to
get better information out of the of the.

Whole Internet marketing business this is
a lot bigger group than I had planned on.

Ohh so embarrassing.

Alright so that was the first time I ever

spoke. The next day was the first time somebody

let me step on their stage except for it
was like carpet.

There was no actual stage and like you
can sell something.

I'm like sweet.

And so the next day I had a chance to

make my very first offer on stage.

And I'm not going is the whole thing

because it's really like the very
beginning.

As I transitioned to my to me trying to
sell, I was like how much do you guys

think I'm going to sell this for?
And some guy was like.

A thousand bucks and I was like.

Oh crap, I'm actually selling for a

thousand. Bucks i, was like well.

It was so bad.

Ohh anyway so.

You guys gonna see my closing abilities?
Round one.

Here we go.

Ok, I've got am I getting close on time?

If you do join the affiliate boot camp,
it'll give you lifelong training.

It's a.

It's a 47$ a month value.

You'll get it for free.

Who would like a piece of that?

Here's my irresistible.

Offer, and hopefully you guys.

Learned a lot from this presentation.

From a standing ovation, he did a great

job. Listen, nobody stands up.

Not one person.

Who wants a piece of that?

The greatest clothes of all time.

Alright, so I share that for any of you

guys who are just like, I don't know if
this is going to work, I don't.

I'm shy, I'm awkward.

I'm nervous.

Like I promise you, I was shy.

I was awkward.

I'm nervous.

I still am.

I still struggle.

But when you believe in what it is you

have to sell, you believe what you're
doing.

Like you just keep doing it and keep
doing it and you get a little bit better

and a little bit better and a little bit
better and it.

Didn't take 15 years, right?
Every single time got better in a couple

more people started listening, more
people start listening started.

Knowing you started growing and started
growing, the biggest thing you have to

start. You have to start telling the stories.

You can't wait.

Like, I'm gonna start stories next month,

next week, next year, OK.

It's like no start today.

You guys have a phone again.

No one raised their hand.

How do you guys have?
A phone in your pocket right now, OK.

You have no excuse.

If you wanna do a podcast, it's a

podcast. If you click on it, you talk and you

click a button, is on iTunes that fast?
You go to a video, you click a button,

and then you're on Facebook live in five
seconds.

Or Instagram like you have no excuses.

But Russell, no one's following me.

Like, exactly.

That's the best thing about it at the

beginning who?
Was there for that event when I spoke.

None of you guys were there.

Other than all you guys now?

Thought but none of you were there,
right?

You understand, like, just start.

Your people will find you as you find

your voice.
Your people will find you, but you cannot

find your voice until you start, until
you begin.

Until you start moving forward.

Ok. And if I would have started that

journey 15 years ago, none of you guys
would be here?

Today OK, if I could.

Go back to that awkward, nerdy Russell,

the shaved head and a tie who was scared
to death of getting on stage, sitting

behind like scared to death.

And I could go back to my now to grab and

said look dude, I know this is
uncomfortable and it's horrible and it's

miserable and you are scared and you were
going to fail and you're gonna fail and

you're gonna fail.

And not one year or two years.

It's gonna be like a decade of.

This, but in a decade from now, you're

gonna chance to come on stage in front of
forty five hundred people.

And you have an.

Opportunity and a voice.

The ability to change their lives if you
don't stop.

I would hope they would have listened.

Thank you.

The biggest thing is I can't have you
guys stopping.

Ok, I was.

Telling Brandon polling this yesterday I

saw him at the Inner Circle Dinner 4
funnel hacking lives ago the second

funnel hacking live.

He was sitting down and I never met him

before and.
During one of the round he was round, he

came over.
He's like, hey man, really quick, I need

to interrupt.
I'm like, what's going on?

He's like.

Just so you know, you've changed my life.

You changed my wife's life.

I was like ohh cool, thank you.

He's like no you don't understand.

Like, he's like everything's like we're

helping people, we're making money.

Like everything's changed for us.

Ok, I was like that's amazing right and
Brandon was one person.

In the audience and his wife sitting
there.

Ok, Fast forward four years now.

Later, Caitlin's unfortunate here she had

her first baby, which, congratulations to
the polling family.

It's amazing.

Fast forward four years later because

Kaylin kept talking and sharing your
message over and over and over again.

If like 1 5 million people have come into
their funnels, over a hundred and thirty

thousand women 's lives have been
changed.

Because of them, OK, they're making the
same amount of money, but the impact that

having the world is huge.

Because they were sitting in audience,

they heard us talk about this and then
they just did it.

Ok.
So for me and for my team, I had this

talk to them yesterday.

Before we got started.

So look, there's a sea.

Of people out, here, every single one of

them has the voice and the ability to
change somebody's lives.

And if we can't affect them, then
everything we're doing here is a waste.

This event is not about me, it's not
about us, not about my team, is about

each and every one of you guys, OK?
And we're trying to give you the tools

and the things you need, but you have to
listen and you have to be willing to try

it. And it's going to be scary at first, I

promise you that.

Still scared of me?

I was backstage here freaking out a few
minutes ago.

Ok. Feeling more comfortable now,
luckily.

We have to understand, like, it's gonna
be scary.

But if you don't do it, if you don't take
that step, you're not gonna be here next

year can i don't want you just here next
year.

I want you up here next year.

Why you telling your story, getting your

awards. That's why we do this every single day,

Ken. All right.

Couple more things.

All right.

Just understand again.

If you're selling a price, you don't have

to do this huge thing like the simpler
the product, the easier it is.

For example, you see that picture, right,
there, you see that marker in my hand?

Ok, if I was gonna say, how many guys
would give me?

I don't know.

5 bucks for this market right now.

Couple of you guys, OK, I'm tell you guys
a story about this, marker, i'm gonna

tell you a story and the story will
increase the value of this marker.

Ok. So a couple of when we first started
new events, I remember I was show up and

they always have those like little narrow
white boards and they're like horses are

vertical and we drop funnels are
vertical, right.

So you like page number one page number,
you're like, I'm out of space.

Like you flip it and it's like horrible
to diagram of funnels, right.

And I would dream that he flipping over,
flipping it over had these little tiny

markers and like little tiny and like.

You can see very far and just felt weak

and then went to Tony Robbins event and
Tony had a board like this.

And then he pulls out this marker and
Tony's hands are like this big anyway.

And he pulls out this marker and he
unsheathes it whoa he walks over to the

White Board and he starts doing this
thing and he's like just like doing exes

and like circles and like was making no
sense whatsoever.

But it looks so cool.

And I remember I was like, Oh my gosh,

this is amazing.

And so when we started funnel hacking

lives. First off, I wanted to.

Tony had a board.

This is why we need a board like that.

And we.
And I tried for like years trying to find

one I remember.

One day I was like complaining to Melanie

who's my assistant.

I was like Melanie like they don't how

did he must have custom built this thing
and then she's like in Google or doing

some magic and like 5 minutes like found
it like what?

And next thing you know we have this
board here and then like I do the board

the very first time and these little tiny
markers and I'm like, I feel so weak.

Like I wanna feel like Tony and you.

Like a man marker and so she starts

Googling. She finds some markers ship.

I'm like no these are good, but like I
need like Tony man markers.

And so finally she finds these things and
look at this thing.

This thing is amazing.

And so these are now my man markers and I

only like I will not speak at events.

When I travel to events I bring my man

markers, I don't be on he's.

Like little dainty ones.

And so I have these huge man markers and
so I've, got, red Man markers, Blue Man

markers, black markers, and I only have
three of them here right now.

He has won a man marker.

I can't sell these.

Got to have.

These rest of the event but you see.

How a story increased.

The value.

That's what I'm talking about.

Like, you tell a good story to increases

the value of whatever you're selling.

So you have to get better at telling

stories. You have to be better at making offers,

better at telling stories, because both
of those things intrinsically increase

the value of what it is you're trying to
sell.

Ok, now you're selling more complex
offers.

That's what you need to have a bigger
thing.

We're having internal beliefs.

The vehicle internal external is the

more. Complex the product is that the longer

the sales process is OK,
Alright. So for you guys, your homework

as well in your paper here is start
writing down to you need to start

building a story inventory.

What are all the false beliefs that my

customers, have, and start writing those
things down.

Like then why do they believe that?
What's the story they're telling

themselves?
And then what?

What story do I?
Have that would trump their belief.

You have been telling this ever since
expert secrets came out.

Almost two years.

I've been talking about this over and

over and over again, right?
Very few people do it.

But guess what?
I know the people that are doing it.

I'm watching them.

I'm watching their storytelling.

Watch what they're doing and watching the
process, OK?

I do this all the time.

I got started, Dan Kennedy told me she's

like, you build inventory of stories, and
I heard that.

Instead of doing most people, they said
that's a good idea.

I said Dan said it, I must do it.

Got up, had a paper and I was like, what

stories do I have?
And I had nothing.

I had a potato gun story.

That was it.

Started my potato gun store.

I'm like.

So I got, but now I had my notebook with
my potatoes story and I started thinking,

OK, as I start talking, start doing my
thing, something amazing to happen my

life I'm like.

That could be a story.

Write it down.

And I go next thing something happens

now. So like ohh my gosh that give you a story

write it down, give me a story, write
down could be a story.

And next thing I know I can stand station
90 minutes to 400 stories without even

knowing about it, right?
It comes down to just telling story after

story after story, but you have to start
that now.

Ok, so if you have your phone, open up a
note to say my story inventory and as you

were. Living life every time something's

happening. Nobody like, oh that was cool like Ohh

that was cool.

How that relate to my customers?

Ohh my gosh.

If I sold this like that's.

How it relates?
Boom OK. I'm just, I could tell a story

about a marker and make it relevant to
you somehow.

Yeah, I did right OK.

It's all about that Kim Hook story offer.

Kim go the last steps to talk about
offer.

We talked about story.

The last piece in this is the hook.

Ok. So what is the hook?
To understand this really well, I want

you guys to imagine what happened right
before you probably came into this room.

You were in the bathroom and you were
sitting kind of like this.

And most you had your phones and you're
going like this.

So what a hook is?
It's the thing that makes you stop.

Like, whoa, that's a hook.

This is how I judge my hooks.

I imagine all of you guys swiping.

What's gonna be like, whoa, hold on,

alright, I gotta finish so I can find out
what thing is, OK?

This is literally what's happening.

Case you're wondering like, Oh no, my

customers don't do that.

They do.

I was in the airport 2 days ago.

I walk into the airport.

And for the women, I'm so sorry that you
have to find out about how gross and

disgusting men are.

But there's a dude.

Swipe in while he's.

And I was like, seriously?

Like putting your pocket for 30.

Seconds it doesn't.

Take that long.

It's just like that's what they're doing.

And so you can imagine this is what's
happening in today's world case other

sitting their desktop, like studying you
and reading things.

Excuse me in researching what's happening
is this.

And so they're flipping through their
phone and they're saying their friends

and their pictures and their profiles and
their cat videos and thing after thing

after thing after thing and your ad has a
shot in there for like 1.

Second, probably less in the middle of
this scroll.

Ok.
If you don't stop them right there and

they don't say, hold on, put the phone
down, I gotta come back and check this

out. You know you failed, OK?

The hook is the key.

Without a good hook, nobody will ever

hear your story.

Without a good story, no one care about

your offer.
Ok, now the hook in and of itself does

not provide does not increase the value.

Ok? The hook does not increase the value

of what it is you're selling with, the
hook does.

It grabs your attention long enough to
listen to your story.

The story increases the value, and then
the offer increases the value.

The hook grabs them just long enough you
can tell them the story, OK?

So every story you have has multiple
hooks.

Ok, so why it's so important for you guys
to be publishing and putting things out

there all the time?
Because I have no idea what hooks are

gonna land.
Which ones are people gonna resonate with

and which ones don't.

Ok, I was at a retreat like a mastermind

group with Brendan Bouchard and Dean
Graciosa, a bunch of really cool people,

both of who are going to be here this
weekend speaking with you guys.

It's gonna be amazing.

And we're sitting on the campfire and

Dean told the story.

That was so good, he said essentially, he

said if you look at, if you look at a
comedian, you see them on like The

Tonight Show and they pick up the
microphone, they do their thing and they

do the thing and they land it and it was
like, Oh my.

Gosh, this is the funniest person on
Earth is you don't understand is like the

Canadian just get up there and like do
his thing.

What happened is like 2 years prior he
got a job, he went to a dive bar over

here. He wrote 10 jokes, got in front of like

30 people.
He tried this thing and he tried.

It and he told joke.

1-2-3-4-5 like one of the 10 jokes

landed. He's like, OK, that joke was good, the

rest were horrible.

Goes back to his apartment, writes 9 new

jokes. Scott intended jokes, goes next to Ivar,

gets in front of it, boom, he does it.

Nails the first joke, he knows this

amazing nails and knows the other nine
like.

Two of them.

That the other.

Nine work right.

I've got three good jokes.

He goes back, he writes the other seven,
comes back the next night boom he keeps

doing it, keeps doing it.

Keeps you until he knows he's got ten of

the most amazing jokes in the world.

Then he gets on the big stage and

performs in every single joke lands.

Ok, it's the same thing.

What we're doing right now, I have no
idea what hooks are gonna work right?

So what do I do when I hear a story in
the morning?

I jump on my phone, I get my phone out as
I'm driving to the office, and have you

guys like Russell don't drive while
you're podcasting?

It's like a, block, and there's no
anything anywhere I wish I could show

people that I get anyway, whatever so.

I'm doing my thing talking, and I tell a

story, right?
That's my first time.

Then I come in, I see Dave and Dave's
like, ohh.

And I'm like, ohh like, I tell your
story.

I tell Dave the story, right.

I tell a little differently this time.

And I'm like, OK, that worked.

Like, it made sense.

You got excited.

I go out to the bullpen, all the

marketing teams, and I tell them the
story, right.

And then I don't want to Facebook.

I tell the story that I tell four or five

times. So I know how to tell the story.

I see what lands.

I see what hooks got people interested.

Or if I tell a story and he's like, oh,
that's really cool.

I'm like crap daves, not flipping.

Out is not a good story, right?

And that's how we know.

So it's testing these things, testing it,

testing it.

Ok, so when you have a story, it's like

pretty different like which of the hooks
are people are grabbing onto?

We're the ones are interesting ones the
people actually pay attention to.

Like cool.

Now we'll build things bigger on those,

OK, but you gotta be practical stuff all
the time.

Ok, because.
If you're like, I gotta do this business

has to work.

It's gotta be perfect.

It's gonna be like, I don't want to screw
this up, so I'm going to wait until I

tell my story to wait.

I'm gonna wait.

It's the equivalent of walking up on The
Tonight Show me like.

I've never tested this material.

Let's go.

You would never do that, right?
Yeah, we do in our.

Businesses all the time.

You can't do that.

You gotta be.

Telling the stories, telling the stories.

Ok, every single one of you guys in here
should be Facebook live in your

experience today.
Like, seriously. Like if you're not like

why did you waste that experience.

There's some story that impact that will

impact you eat today if not me by
somebody else that affects your life and

your customers directly.

And you better be talking about that

tonight when you get home.

You know podcasting video, Facebook.

Like something to start practicing.

It begins tonight doesn't begin manyana

because Manyana never comes.

Ok all right.

So how do you find the hooks that you
want to model so next time you guys are

doing this and you shouldn't do this.

Like it's really disgusting but.

Maybe your desk doing this?
As you're scrolling through, look at the

stuff that stops you.

Ok, look, this stuff stop you're like,

why that?
Why that hook work?

What was it?
Ok, the 30 days book was not my idea.

Someone else had a 30 days singing
another industry.

I was like, that's a good idea.

He hooked it over there and hook it over

here. It made me stop.

Ok, now after you find an ad, instead of
just looking at like that's a really good

then you go to the ad and Facebook is on
the coolest thing in the world.

Now there's little tab here says ads and
info you click on.

It and it literally shows you every
single hook that person is running right

now. So if you click on that right now, you

would. See, here's a couple of the hooks that

Russell and John and the team are
currently running.

Well, that's a lot of ads.

Yeah, we're throwing out insane amounts

of hooks every single day OK.

And you can do this with any advertiser.

You see they're out on Facebook.

You click on their thing and it it'll

show you.
Here's every ad that they are actively

running right now.

And you can see all the hooks.

So every time someone hooks you stop.

Pay attention.

Go look at this.

Look at all the ads.

You start studying and start looking.

Start geeking out.

Ok.
That's a lot of ads.

How many do we have on here?
All right now this is, I was doing this

last night as like one in the morning is
work on slides.

I was like how do I really sink this in
and I start thinking about.

The two comma club winners, two Cup
winners.

I was like, I'm gonna show us examples of
some of these, right, because, you hear

these people all the time, right?
You see their pictures, you hear the

stories like this is amazing.

I want two comma club.

But how many guys have actually looked at
the hooks that they're throwing out?

Ok.
If they're in the two comma club 2 comma

club X means they are insanely good at
hook story offer otherwise they would not

be here right.

So we should be looking at so I started

looking at my I'm gonna pull a couple
random people.

It's the first one I pull here is Drew.

Is drew the room right now I think he.

Is all right.

So this is this is amazing.

So Drew is coming off fit to fat to fit
you guys seen his ads before?

So Drew is a personal trainer who was
ripped and amazing.

And I might be telling the story of
things awkward.

He's in the room, so hopefully I tell it
right.

But he was, he was like ripped and
amazing and his clients were like, well

you've never been fat, so you don't know
what it's like.

It's like, ohh yeah, this I'm going to
do, I'm going to get fat super fat, so,

he gained a whole bunch of weight to
prove.

Everyone for being fit to get really fat
and then losing all the way again.

Ok, probably not healthy like in
retrospect, I'm guessing, but that is an

amazing hook.
So you see.

Here's everything a thousand weight loss
offers out there.

Like, hey, I'm sexy.

I'm ripped as he drew sitting here with

Jay Leno, and he's like, I went from
being fit to fat to fit and shows that

before and it's like that hook is
amazing, OK?

Boom to college winner, OK?
This is now having more Natalie Hodson

from last year those.

There's now right here.

Ok, two comic winner.

She's getting close to Comic Con X.

Same thing right now.

It's interesting.

So Natalie's business prior to this was a
good business, right?

She had good hooks, good story, good
offer.

It was like it was doing well, but never
like amazing, right?

umm.
But then she came back and she's like,

hey, what's the hook?
What's the strike what?

What is it?
And she shifted from her other business

that was doing OK to this.

And you guys remember Natalie story, she

talked about vulnerability last year
talked about she was doing this live

video and she Peter pants during it,
which is like the most humiliating thing

ever, right?
And then she turned into a product

teaching women how to control that and
went from.

Zero to 2 Carmel Cup winner in four
months.

Because the hook, right?
Find a better hook again.

If your funnel is not working, it's
always either hook a story or an offer.

Ok, that hooks amazing or story is
insane.

And the offer was amazing, million
dollars in four months.

Ok Garrett White there in the middle.

Here's the landing page I found of his.

One of my favorite landing pages.

How's this for a hook?

Attention married businessmen learn how
to unlock.

Learn how to unlock nearly unlimited sex,
power, and.

Money without having.

To cheat on your wife, get a divorce,

ignore your children, leave your church
state with drugs, or party like a rock

star in Las Vegas what?
How do you not?

Click on that.

As a man, I can have everything I want.

Life without all the bad stuff.

This is amazing, right?

He's a master at Hooks.

You look at anybody in this clubs, right.

Anyone who's on stage and people that are
doing wanna do.

You guys, they're amazing at Hook story
offer.

And if you want to be on stage, you have
to become better at hook story and offer,

OK, so as you're telling your story, you
start building inventory.

What are books I can test out, test out
this and my question is how many hooks

you guys actually throwing out?
You'd be throwing out a lot.

Ok, Hook story offer.

And then one last thing.

I want to show you guys, if you look at
this hook story offer, this is happening

at every single step in your funnel.

Ok, your ads.

There's a hook, a story, and an offer in
your ad.

Some strong there's a hook.

You're telling a quick story.

You make an offer, click here, there's
the offer, then they come.

Your landing page.

There's a hook, there's a story, there's

an offer, then they come.

They buy your product hook story offer up

to hook story offer, like this framework
is essential for you guys to master.

It's so simple and so I want to start
saving this.

So simple, but it's the most important
thing.

You do it over and over and over and over
again.

If something is not working inside your
photo, it's always either your hook, your

story, or your offer.

Ok. I don't care what funnel it is.

We're going to learn about a ton of
funnel types this weekend.

Can you learn about challenge?
Channels and summit funnels and book

funnel, all hundred, funnels doesn't
matter which one is this framework fits

into every one of these funnels.

Ok. And the last one to mention is the

hook story offer.

This is the key hooks or offer is the

thing that grabs somebody, brings them
into your world and after you have them

the next phase then is how do we increase
the value, how do we help these people

along the line.