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And this.
Is obviously for.
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Probably 5 or.
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Six years. This is the only type of
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funnel. That I ever.
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Did a lot of these other variations are
things that we've kind.
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Of developed and pioneered a lot more so
in the last five or six years, but the
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first decade we pretty much were doing.
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Video sales letter funnels and sales
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letter funnels.
And so I want to take a step back in time
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so you understand where these things.
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Came from sometimes like.
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Oh this?
Is a funnel like it just came?
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Because some guy was.
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Really smart and figured out and the
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answer is.
No, it came from people, who are now
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dead?
Who are way smarter than us and we're
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just basically.
Copying them. Ok.
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If you rewind pre Facebook, pre Myspace,
pre Google pre Internet.
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Ok back when the way we got all of our
communication was through a phone.
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Line or by the.
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Postman coming to our house and dropping
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off letters.
This is where this whole this whole.
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Concept of sales letters and video sales
letters was.
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Pioneered, in fact, probably all the way
back.
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Actually not true, I.
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Did some research for the traffic secrets
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book. Trying to figure.
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Out when?
The first cells there's ever whoever
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done, and I don't remember the exact
date, but I remember finding the very
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first sales letter was basically, people
are trying to raise money and they would,
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send, these letters in the mail to try to
raise, to raise money and so anyway, so
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if you look.
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At this image.
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Here the old.
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School sells. There's the way that.
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These would work is that a?
Marketer like me or you would go?
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And they rent.
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A list and say.
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Ok, I'm selling a.
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Fitness product. I'm going to find a.
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List of people.
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Who bought in fitness products in the
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past and they rent the.
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Buyer list.
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Then they write a letter.
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A big old sales.
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Letter had a headline and then a copy and
then.
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A sub headline more.
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Copy and then the back have an order
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form. They take the letter.
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Fold it up.
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Put in an.
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Envelope and mail it to.
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People who they.
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Knew were probably.
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Likely to buy some type of weight loss
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product. They send that letter out.
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And they.
Sent out a thousand letters to try to get
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a 2 % or 3 % response rate, right?
So send 100 to get three orders they get
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thousand, they get 30 orders.
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And that was how the whole game was
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played. Ok. Prior to the asked how direct
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response marketers made their money
either direct response on radio or on TV
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or the majority of it was happening
through direct mail?
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Ok. And so I don't know about you guys if
you if you remember.
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Getting sellers like this.
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You excited if you stream away.
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But I geeked out on him.
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My whole journey started.
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Back when I was.
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About 11 or 12 years.
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Old like you read, theoriginal.com,
secrets book.
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You remember the story in there, but my
dad one night was every night he'd
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watched the news after news.
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Would was over he'd.
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Be working, doing his business on the
side and usually made me go to bed.
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It was a weekend and for some reason.
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He did make me go to bed.
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I watch the.
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News with him, the news ended.
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And I was like waiting from to go to bed.
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He didn't. I'm like, Oh my gosh, this is
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so cool.
And then minutes later, Mash came on.
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His number of mash.
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As the next show after the news, every
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single night of the mash came on, I was
like, this is amazing like my parents
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watched mash.
I've never seen it before and I don't
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remember. I didn't really get.
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Many of the jokes, but it was just cool
to be hanging out my dad.
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And then mash got over.
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All of sudden it flipped over to these
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infomercials and the first infomercial
was.
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By this guy named Don Lapre.
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And he's teaching how to make money with
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tiny little classified ads and you, guys,
remember those ads?
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If you're not, you go to YouTube and
Google.
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Go to YouTube and YouTube.
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Type down the pretty tiny classified ads.
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You'll see the old infomercials, but
these infomercials.
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Changed my life.
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I sit there.
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Watching it's like, Oh my gosh, remember
the story, he, told, he said.
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You know.
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He's like, I placed a classified.
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Ad in newspaper and I made 30$ profit.
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I told my friends and my family, they
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kind of teased, me, and I took that same
ad I placed it in a thousand.
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Newspapers and I made thirty thousand
dollars profit i remember he said that I
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was like what what?
Freaking out looking at my dad who's like
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doing his taxes or he's doing I'm like,
dad, are you paying attention?
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Like he's not I'm like freaking out.
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And then by time infomercials over, I'm
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like, I am sold.
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Because the 12.
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Year old kid didn't have the 40 bucks I
needed or a credit card.
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To order.
This thing so I'm freaking out.
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And I wrote down the phone number I
called.
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My I told my dad like, we need to get
this.
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Doctor smiles like you know, OK.
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I know, but we.
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Have to have this.
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And he finally told me he's like, well,
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I'm not gonna.
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Buy it for you if you want to work for it
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you. Can so you may go out and.
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Mow the lawns and do gardening and for
the.
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Next six weeks whatever i did everything
I could earn my 40 bucks.
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And I finally got done.
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I remember.
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This is kind of a funny Side Story, I.
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Remember I had the.
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Phone number I was going to call, but I
was like.
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I remember in the infomercial they said
that.
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If you call in the next 5 minutes, you.
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Three other bonuses, three other bonuses.
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And I was like, Dad, I have those
bonuses, so we.
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Can't call right now.
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We need.
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To get the infomercial.
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00:04:02,940 --> 00:04:04,300
They called their infomercials like don't
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miss. Out on these three, bonuses, and I
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remember like.
Sitting there every night with him, I
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like tell him, like, if it starts playing
the ad, come wake me up.
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Come wake me up.
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And so a couple of nights and one night
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comes in.
Hey, rustler playing.
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Yeah, I'm like.
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What and run out?
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There and get all excited and we watch.
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This is the number comes out.
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I called them on the.
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Phone and then hand it to my dad and.
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He did put the credit card in and.
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Week later I get.
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This kit in the mail and I'm like
freaking out list reading all this stuff
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and it was awesome.
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But the biggest problem?
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I had is that as a 12 year old kid I
didn't have the money to place a
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classified. Ad or a product?
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To sell, I know what to do.
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But I was obsessed.
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I got.
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The gist remember, like a couple weeks
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later, I was with my mom at the grocery
store, walking around.
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And we saw this magazine.
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It was.
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The small business opportunity magazine
which if you have ever.
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If you buy a magazine, you always.
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See, there's always.
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Like cartoon faces.
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On like how to get rich quick through
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whatever. And I looked.
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I was like, Oh my.
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Gosh, I want to.
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Get rich quick so.
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I got it on flipping through.
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And all these ads in there, I'm like mom
can.
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You please.
Please buy this for me and she's like
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you're ridiculous.
And finally, she said, yes, pays the five
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bucks, buys the magazine for me.
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I get home and start opening it.
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Up and.
Every single page.
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Is an ad for a.
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New way to make money.
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Like one was like how to sell gold chains
at the mall to make money.
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00:05:05,930 --> 00:05:08,770
One was how did paint?
Glow in the dark stars.
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On the ceiling to make money for people
like all these ideas and every single one
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of them had a one 800 number to call.
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To order free.
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Information kit. So I started calling
every single one like literally I.
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Think it was 144.
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Page magazine.
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And there were four pages of articles and
140 pages of ads, so I called all hundred
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and forty of them.
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And what happened is.
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That every single person.
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Sent me out their info kit and then
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guess. What they?
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Sold my name to.
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Other direct response marketers and they
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sold to other.
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People, and soon I was getting.
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Hundreds of letters single day the mail
and it was amazing.
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So I tell this story because I was like a
12 year old kid and I.
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Would get these cells letters in the
mail.
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And I get it.
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And I look at the envelope and the
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headline on the envelope.
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They have friends.
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They have a copy on the envelope.
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Like you open up to learn how to make
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money. At your local mall?
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My God.
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I open it I.
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Pull that into this huge letter.
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I read page one and page 2 read every
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single one of.
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Them, and then they always have.
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An order.
Form like oh.
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And remember, as I was doing that, there
was two buckets.
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One I read I'm like.
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That sounds stupid.
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One I'm like.
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This is the greatest idea of all time.
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I must beg my parents for my credit card
to order this kit.
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00:06:05,070 --> 00:06:08,800
I have like the two different piles and
so for me like as a.
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00:06:08,810 --> 00:06:09,720
12 year old dorky.
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00:06:09,730 --> 00:06:10,380
Kid, I was reading.
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Cells that I felt like I was just
obsessed with this thing, right?
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00:06:13,350 --> 00:06:16,980
And, you know, a few years after I got
into wrestling and I forgot about selling
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stuff. And I got.
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Scissors wrestling and then I.
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Wrestled the BYU they.
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Cut the wrestling.
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Program and went.
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On a mission for two years for my church.
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After that I went to Boise State and.
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I started wrestling in Boise State.
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And about that time is when I met my.
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Beautiful wife I.
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Proposed to her, she said yes.
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Without knowing that.
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I had 0$ and no job and no prospects
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because I.
Was wrestling and we decided to get
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married in.
About two or three weeks before we.
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Got married, I was like.
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I had to figure out how to pay for stuff.
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Because I have 0 dollars it's funny how
these things go through your mind as
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you're proposing and everything.
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It's just like later you're like,
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How are we going to eat anyway?
And so I'm sitting, there, and that night
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I see an ad.
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00:06:56,350 --> 00:06:57,540
For this how to get rich?
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Quick on the Internet thing and it was
like this event is happening local
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holiday. Inn which is actually.
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Not too far from.
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Here and I was like.
257
00:07:04,350 --> 00:07:05,240
Oh my gosh, I'm rich.
258
00:07:05,250 --> 00:07:05,920
Interest I.
259
00:07:05,930 --> 00:07:07,080
Called the number, got the tickets.
260
00:07:07,090 --> 00:07:08,390
Went to Holiday Inn and I'm sitting
261
00:07:08,400 --> 00:07:09,540
there. And I remember the.
262
00:07:09,550 --> 00:07:11,970
Dude sitting there talking and he said he
started showing.
263
00:07:11,980 --> 00:07:12,790
These things he said this.
264
00:07:12,800 --> 00:07:13,580
Is a sales letter.
265
00:07:13,590 --> 00:07:15,170
It's like, it's like a big long letter.
266
00:07:15,180 --> 00:07:17,060
And it's a it's a web page has this huge.
267
00:07:17,070 --> 00:07:18,650
Letter and we're going by ads we drive.
268
00:07:18,660 --> 00:07:20,000
People to sales letter and if like.
269
00:07:20,010 --> 00:07:20,940
1 % of people buy.
270
00:07:20,950 --> 00:07:21,480
Like, read it.
271
00:07:21,490 --> 00:07:22,180
They buy the product.
272
00:07:22,190 --> 00:07:23,080
You make money.
273
00:07:23,340 --> 00:07:24,300
And as I'm.
274
00:07:24,310 --> 00:07:25,940
Looking I was like, Oh my gosh.
275
00:07:25,950 --> 00:07:29,320
This is exactly what, everyone's, doing
with sales letters.
276
00:07:29,760 --> 00:07:30,590
Like back when I was a.
277
00:07:30,600 --> 00:07:32,210
Teenager right. They were fighting.
278
00:07:32,220 --> 00:07:32,650
A list of people.
279
00:07:32,660 --> 00:07:33,230
Interested in topic?
280
00:07:33,240 --> 00:07:33,590
They'd right.
281
00:07:33,600 --> 00:07:34,870
Along for themselves, they put it in.
282
00:07:34,880 --> 00:07:35,670
An envelope put a stamp.
283
00:07:35,680 --> 00:07:36,390
On mail to somebody.
284
00:07:36,400 --> 00:07:37,210
And hopefully.
One or two?
285
00:07:37,220 --> 00:07:38,250
People bought the thing.
286
00:07:38,260 --> 00:07:39,550
And ask they made money this.
287
00:07:39,560 --> 00:07:40,020
Same thing you.
288
00:07:40,030 --> 00:07:41,170
Just instead of having a printing it's.
289
00:07:41,180 --> 00:07:44,320
Just this long website, the sales letter
you drive people who are interested to
290
00:07:44,330 --> 00:07:46,330
the sales letter and try to get one or 2
% of people to.
291
00:07:46,340 --> 00:07:47,470
Buy and I have my.
292
00:07:47,480 --> 00:07:48,230
Mind was just blown.
293
00:07:48,240 --> 00:07:49,460
I was like, I already know what they're.
294
00:07:49,470 --> 00:07:51,060
Doing this is amazing i started freaking
295
00:07:51,070 --> 00:07:53,810
out and that was where I got started in
this business.
296
00:07:53,820 --> 00:07:54,600
Ok.
And from.
297
00:07:54,610 --> 00:07:56,430
There I started like finding all these
websites.
298
00:07:56,440 --> 00:07:58,500
That long form sales letters and at first
I was always.
299
00:07:58,510 --> 00:07:59,770
Confused by it because.
300
00:08:00,310 --> 00:08:00,630
I was like.
301
00:08:00,640 --> 00:08:03,660
Why someone read this is so long, but
then the right cells letters the ones
302
00:08:03,670 --> 00:08:04,730
that had information that I was.
303
00:08:04,740 --> 00:08:07,400
Interested in I would read 6070 pages of
304
00:08:07,410 --> 00:08:10,070
copy sometimes and by the time I got the
bottom I was like, I must give these
305
00:08:10,080 --> 00:08:10,680
people money like.
306
00:08:10,690 --> 00:08:11,710
I have to right?
307
00:08:11,770 --> 00:08:12,810
I'm supposed to have been.
308
00:08:12,820 --> 00:08:14,100
Sucked into a really good sales letter.
309
00:08:14,110 --> 00:08:16,290
And so for the next, man, probably 7 or
310
-->
00:08:16,300 --> 00:08:17,740
Years of my business, that was what it.
311
00:08:17,750 --> 00:08:18,520
Was we were driving.
312
00:08:18,530 --> 00:08:19,660
Long form sales, actually.
313
00:08:19,670 --> 00:08:21,500
Find a product, create an offer, make a
314
00:08:21,510 --> 00:08:22,480
long form sales that are drive.
315
00:08:22,490 --> 00:08:23,580
Traffic, I think that's how we did
316
00:08:23,590 --> 00:08:25,680
everything. And this is about the time that YouTube
317
00:08:25,690 --> 00:08:26,980
started coming out and.
318
00:08:26,990 --> 00:08:28,300
People started doing videos.
319
00:08:28,430 --> 00:08:30,340
But the problem we do videos and the
bandwidth was.
320
00:08:30,350 --> 00:08:30,980
So hard it was.
321
00:08:30,990 --> 00:08:32,159
So expensive and views.
322
00:08:32,169 --> 00:08:32,919
Were super choppy.
323
00:08:32,929 --> 00:08:33,610
And you had too.
324
00:08:33,620 --> 00:08:34,120
Many videos on.
325
00:08:34,130 --> 00:08:35,470
A page, the whole page would crash and it
326
00:08:35,480 --> 00:08:37,070
just it wasn't it.
327
00:08:37,150 --> 00:08:39,140
Just wasn't like efficient to do video so
328
00:08:39,150 --> 00:08:39,710
people some.
329
00:08:39,720 --> 00:08:40,789
People were like, Oh yeah, this is the
330
00:08:40,799 --> 00:08:42,370
future. Going to make video infomercials.
331
00:08:42,990 --> 00:08:47,550
And it never really got to that, but you
know, it just it took a long time.
332
00:08:47,560 --> 00:08:51,430
And I remember a couple years later, I
had this friend named Keith Wellman.
333
00:08:51,830 --> 00:08:54,280
And Keith one day had an idea.
334
00:08:54,290 --> 00:08:54,810
And he took his.
335
00:08:54,820 --> 00:08:56,600
Long form sales letter and he turned it.
336
00:08:56,610 --> 00:08:57,940
Into a video.
337
00:08:58,140 --> 00:08:58,810
But it was crazy.
338
00:08:58,820 --> 00:08:59,430
All it was like.
339
00:08:59,440 --> 00:09:01,940
A video you have seen some of these?
Before I was like the 1st.
340
00:09:01,950 --> 00:09:04,110
Sentence and then he read it was like,
hey.
341
00:09:04,120 --> 00:09:04,950
Guys welcome to website.
342
00:09:04,960 --> 00:09:06,010
And they showed sense.
343
00:09:06,500 --> 00:09:07,450
Over the next 3 minutes I'm.
344
00:09:07,460 --> 00:09:09,030
Going to teach you and then next sense
345
00:09:09,040 --> 00:09:11,230
like. It basically read the sales letter.
346
00:09:11,240 --> 00:09:12,780
To you.
And I remember watching.
347
00:09:12,790 --> 00:09:13,090
I was like.
348
00:09:13,100 --> 00:09:14,140
This is so weird.
349
00:09:14,260 --> 00:09:15,140
It's frustrating.
350
00:09:15,260 --> 00:09:16,660
I want to scroll and scan through and.
351
00:09:16,670 --> 00:09:17,360
Everything but I couldn't.
352
00:09:17,370 --> 00:09:18,610
Because there's no way to scroll or scan,
353
00:09:18,620 --> 00:09:19,150
it was just.
354
00:09:19,160 --> 00:09:20,670
This video and it was like sentence after
355
00:09:20,680 --> 00:09:23,170
sentence after sentence and I got so much
things I wanted hooked in.
356
00:09:23,180 --> 00:09:24,290
I want to see what the next sentence.
357
00:09:24,300 --> 00:09:25,090
As I sat.
358
00:09:25,100 --> 00:09:25,890
There and watched this whole.
359
00:09:25,900 --> 00:09:26,380
Thing like 20.
360
00:09:26,390 --> 00:09:28,160
25 minutes.
But I was done.
361
00:09:28,170 --> 00:09:29,140
Then he had an order to link.
362
00:09:29,150 --> 00:09:30,960
Pop open and to go sell.
363
00:09:30,970 --> 00:09:32,500
The product and never watch that I was.
364
00:09:32,510 --> 00:09:33,490
Like that was fascinating.
365
00:09:33,500 --> 00:09:34,690
I couldn't stop watching.
366
00:09:35,080 --> 00:09:36,000
This thing.
367
00:09:36,950 --> 00:09:39,670
And anyway, I messaged Keith, I was like,
how's it doing?
368
00:09:39,680 --> 00:09:40,880
And he told me like, I can't.
369
00:09:40,890 --> 00:09:41,620
Really sell, but was.
370
00:09:41,630 --> 00:09:43,760
Over 1000000$ during the Christmas
vacation.
371
00:09:43,770 --> 00:09:45,110
It's like I had no product launch or
nothing.
372
00:09:45,120 --> 00:09:46,570
I sent email to my list for this thing.
373
00:09:46,580 --> 00:09:48,120
And people went crazy for it.
374
00:09:48,130 --> 00:09:49,180
And from then.
375
00:09:49,190 --> 00:09:50,000
After that, people started.
376
00:09:50,010 --> 00:09:52,650
Being obsessed with video sales letters
and video sales letters.
377
00:09:52,660 --> 00:09:54,910
At first, were just basically long.
378
00:09:54,920 --> 00:09:56,060
Form sales letter but instead of like.
379
00:09:56,070 --> 00:09:57,180
Someone reading it just like.
380
00:09:57,190 --> 00:09:57,840
Here's the headline.
381
00:09:57,850 --> 00:09:58,540
Here's number one.
382
00:09:58,550 --> 00:09:59,170
Here's number two.
383
00:09:59,180 --> 00:10:01,130
And like the person would read it as it
was, as it was.
384
00:10:01,140 --> 00:10:02,970
Appearing one sentence at a time.
385
00:10:02,980 --> 00:10:03,450
Ok.
386
00:10:03,460 --> 00:10:04,220
And he's still actually.
387
00:10:04,230 --> 00:10:05,160
Worked really effectively probably.
388
00:10:05,170 --> 00:10:05,820
Seen a lot of people doing.
389
00:10:05,830 --> 00:10:06,460
I haven't done for a.
390
00:10:06,470 --> 00:10:08,060
While, but they still work really well.
391
00:10:08,070 --> 00:10:09,150
And so for the next.
392
00:10:09,160 --> 00:10:11,310
Man, probably.
Five or six years, everyone's shifted to
393
00:10:11,320 --> 00:10:12,470
video. Sales, there's just video.
394
00:10:12,480 --> 00:10:14,170
Sales letters and no copy whatsoever.
395
00:10:14,180 --> 00:10:14,450
It's just.
396
00:10:14,460 --> 00:10:15,430
Video and that was it.
397
00:10:15,440 --> 00:10:17,440
And I think that it was so unique at the
398
00:10:17,450 --> 00:10:18,110
time like.
People said.
399
00:10:18,120 --> 00:10:19,410
They started a video.
400
00:10:19,420 --> 00:10:20,030
Like, I can't leave.
401
00:10:20,040 --> 00:10:21,090
They watch the whole video.
402
00:10:21,100 --> 00:10:21,550
And fix.
403
00:10:21,560 --> 00:10:22,760
Five or six years?
Like that, those.
404
00:10:22,770 --> 00:10:24,530
Work the best in the world now.
405
00:10:24,540 --> 00:10:25,610
That's four to today.
406
00:10:26,050 --> 00:10:27,140
I've found and.
407
00:10:27,150 --> 00:10:28,330
I'm not sure if it's true in every
408
00:10:28,340 --> 00:10:30,030
market, but most markets I've dabbled.
409
00:10:30,040 --> 00:10:31,110
And played with.
410
00:10:31,970 --> 00:10:33,240
It's kind of a blend of both.
411
00:10:33,250 --> 00:10:33,620
It's not.
412
00:10:33,630 --> 00:10:35,320
Just a sales that are or just a?
Video it's a.
413
00:10:35,330 --> 00:10:38,340
Blend of both where there's a video at
the top right.
414
00:10:38,350 --> 00:10:38,940
And then the cells.
415
00:10:38,950 --> 00:10:39,600
There's down below a.
416
00:10:39,610 --> 00:10:39,940
Lot of times.
417
00:10:39,950 --> 00:10:41,360
It's exact same thing word for word but.
418
00:10:41,370 --> 00:10:42,800
You have different modalities that.
419
00:10:42,810 --> 00:10:43,930
People like to learn from, right?
420
00:10:43,940 --> 00:10:44,550
Like listen so.
421
00:10:44,560 --> 00:10:46,230
I'm curious for you guys here now, how
422
00:10:46,240 --> 00:10:49,000
many is right now like?
To consume things through.
423
00:10:49,010 --> 00:10:49,940
Video like this like.
424
00:10:49,950 --> 00:10:51,360
I just want to video have some explain it
425
00:10:51,370 --> 00:10:51,940
to me.
426
00:10:51,950 --> 00:10:53,560
If you're video person, you're number
427
00:10:53,570 --> 00:10:55,440
one. Number two if you're like I don't.
428
00:10:55,450 --> 00:10:56,130
Like video, I don't.
429
00:10:56,140 --> 00:10:57,490
Want to read something to scroll through
430
00:10:57,500 --> 00:10:58,150
to read and get the.
431
00:10:58,160 --> 00:10:59,430
Bullet points? Really fast.
432
00:10:59,520 --> 00:11:00,290
You're my readers.
433
00:11:00,300 --> 00:11:01,260
Who are my readers?
434
00:11:01,870 --> 00:11:04,350
Ok, so one so if you're a video person.
435
00:11:04,430 --> 00:11:06,770
Type in video down below which I video.
436
00:11:07,550 --> 00:11:11,100
Ok, now if you're a text person, right?
Text down below.
437
00:11:11,110 --> 00:11:12,100
I just want to see like text.
438
00:11:12,110 --> 00:11:13,200
Versus audio, how many there are?
439
00:11:13,210 --> 00:11:15,650
Ok. Text versus video, my guess?
Is probably.
440
00:11:15,660 --> 00:11:16,930
Like 5050 half you guys wanna.
441
00:11:16,940 --> 00:11:17,550
Watch videos half.
442
00:11:17,560 --> 00:11:18,480
He's already text.
443
00:11:18,490 --> 00:11:19,460
And my guess is.
444
00:11:19,470 --> 00:11:20,670
For most part, if it's video, you're.
445
00:11:20,680 --> 00:11:21,450
Just going to bounce or if.
446
00:11:21,460 --> 00:11:21,870
It's the text.
447
00:11:21,880 --> 00:11:23,090
You're gonna like you're going to go with
448
00:11:23,100 --> 00:11:24,310
the modality like the most.
449
00:11:24,320 --> 00:11:25,690
And so I found for highest conversions.
450
00:11:25,700 --> 00:11:26,200
Today, and this.
451
00:11:26,210 --> 00:11:28,060
May shift tomorrow who, knows, is having
452
00:11:28,070 --> 00:11:29,930
a video.
Top for the people who want video and
453
00:11:29,940 --> 00:11:31,070
having the.
Long form sales down.
454
00:11:31,080 --> 00:11:34,150
Below, but it's typically the same copy
but once for my view.
455
00:11:34,170 --> 00:11:35,660
My watchers ones for my readers.
456
00:11:35,670 --> 00:11:37,020
And I notice like if you watch the
457
00:11:37,030 --> 00:11:38,330
analytics. On a page you'll see.
458
00:11:38,340 --> 00:11:38,790
Your viewer.
459
00:11:38,800 --> 00:11:40,160
Sitting and watch the whole video where
460
00:11:40,170 --> 00:11:41,080
your readers come, they watch.
461
00:11:41,090 --> 00:11:42,280
Like 3 seconds they pause they scroll
462
00:11:42,290 --> 00:11:42,720
down, they start.
463
00:11:42,730 --> 00:11:44,010
Reading OK and.
464
00:11:44,020 --> 00:11:45,090
So I like having.
465
00:11:45,100 --> 00:11:46,050
Both and so most of my.
466
00:11:46,060 --> 00:11:47,690
Videos sellers have both.
467
00:11:47,700 --> 00:11:49,060
Elements in it OK.
468
00:11:49,270 --> 00:11:50,970
Alright, so there's a very long story.
469
00:11:50,980 --> 00:11:52,170
To get you to where we are today.
470
00:11:52,180 --> 00:11:53,520
For video sales letter funnel.
471
00:11:53,530 --> 00:11:54,430
Ok, so here's what.
472
00:11:54,440 --> 00:11:55,160
A video sales letter.
473
00:11:55,170 --> 00:11:57,460
Funnel looks like again typically I'm
474
00:11:57,470 --> 00:11:57,810
going to be.
475
00:11:57,820 --> 00:12:00,210
Selling, they're kind of similar to the
476
00:12:00,220 --> 00:12:01,450
unboxing. Funnels, you know, so the.
477
00:12:01,460 --> 00:12:04,320
Order form is not at the top, so I'm
selling something more expensive.
478
00:12:04,380 --> 00:12:04,900
So I need more.
479
00:12:04,910 --> 00:12:06,540
Time to explain what it is before I ask
480
00:12:06,550 --> 00:12:07,430
somebody for money.
481
00:12:07,440 --> 00:12:08,340
Ok, with no brainer.
482
00:12:08,350 --> 00:12:09,790
Low ticket like free plus shipping of.
483
00:12:09,800 --> 00:12:11,100
Ten, twenty thirty bucks.
484
00:12:11,110 --> 00:12:11,990
What happens? It's OK to have.
485
00:12:12,000 --> 00:12:14,030
Order form up high because it doesn't
486
00:12:14,040 --> 00:12:15,890
take a lot for me to convince somebody to
buy I'm selling.
487
00:12:15,900 --> 00:12:18,720
A 500$ product I want to make sure I have
the presentation.
488
00:12:18,960 --> 00:12:19,790
Pretty close to done.
489
00:12:19,800 --> 00:12:20,950
Before I say, here's.
490
00:12:20,960 --> 00:12:22,320
What the price is?
Ok.
491
00:12:22,330 --> 00:12:22,960
And so he knows.
492
00:12:22,970 --> 00:12:24,330
The order form is down below where it's
493
00:12:24,340 --> 00:12:25,270
on a separate page.
494
00:12:25,280 --> 00:12:26,960
Ok. And so this is kind of structure.
495
00:12:26,970 --> 00:12:28,960
There's a video down below it's going to
be called.
496
00:12:28,970 --> 00:12:31,660
The video spoiler box and add to CART
button.
497
00:12:31,670 --> 00:12:32,670
Down below that I'll have like.
498
00:12:32,680 --> 00:12:34,100
Typically my long form cells that are
499
00:12:34,110 --> 00:12:35,390
down below.
We have order form.
500
00:12:35,400 --> 00:12:37,430
Bump and then upsell one two and thank
you.
501
00:12:37,440 --> 00:12:38,580
Now I'd like to go deep and upsell.
502
00:12:38,590 --> 00:12:39,880
One two thank you because.
503
00:12:39,960 --> 00:12:42,100
Those are very similar to what we.
504
00:12:42,110 --> 00:12:43,240
Did in the unboxing funnel so you.
505
00:12:43,250 --> 00:12:46,330
Haven't watched those videos yet?
Go back watch the unboxing videos because
506
00:12:46,340 --> 00:12:48,040
it's the same concept if I'm selling.
507
00:12:48,240 --> 00:12:49,970
Information product my upsell.
508
00:12:49,980 --> 00:12:52,620
Is going to be the next logical thing OK
if I'm selling?
509
00:12:52,640 --> 00:12:53,630
Physical products can be.
510
00:12:53,640 --> 00:12:54,110
More of the same.
511
00:12:54,120 --> 00:12:55,430
Thing at a discount, OK.
512
00:12:55,440 --> 00:12:56,420
So that's where you got to.
513
00:12:56,430 --> 00:12:57,200
Understand the upsell.
514
00:12:57,210 --> 00:12:58,110
Pages are very almost.
515
00:12:58,120 --> 00:12:59,650
Identical to the unboxing.
516
00:12:59,660 --> 00:13:00,620
Funnels, OK. It's just.
517
00:13:00,630 --> 00:13:02,590
The video sales letters, the thing that's
different.
518
00:13:02,600 --> 00:13:03,350
In this funnel.
519
00:13:03,360 --> 00:13:04,570
Ok, so here's an example.
520
00:13:04,580 --> 00:13:06,020
Of video sales letter we did.
521
00:13:06,200 --> 00:13:07,040
Yeah, this is for the old.
522
00:13:07,050 --> 00:13:08,910
Funnel University we had on top and
there's.
523
00:13:08,920 --> 00:13:09,660
A video of me.
524
00:13:09,670 --> 00:13:10,920
And this is what I.
525
00:13:10,930 --> 00:13:11,720
Didn't do PowerPoint.
526
00:13:11,730 --> 00:13:13,180
Style is me basically doing my
527
00:13:13,190 --> 00:13:14,240
presentation just like I.
528
00:13:14,250 --> 00:13:15,170
Would do a webinar.
529
00:13:15,310 --> 00:13:16,100
But this became my.
530
00:13:16,110 --> 00:13:17,660
Webinar and the entire presentation was
531
00:13:17,670 --> 00:13:19,600
here OK, so that's.
532
00:13:19,970 --> 00:13:20,750
How the video sales?
533
00:13:20,760 --> 00:13:23,200
Letter worked.
As I'm thinking, well, what do I say
534
00:13:23,210 --> 00:13:26,280
inside my video sales letter?
So I want to.
535
00:13:26,290 --> 00:13:26,730
Do two things.
536
00:13:26,740 --> 00:13:27,610
Number one, I want to go back.
537
00:13:27,620 --> 00:13:29,300
To presentation number one to kind.
538
00:13:29,310 --> 00:13:30,590
Of touch upon it.
539
00:13:31,660 --> 00:13:33,450
The first session talked about story
offer.
540
00:13:33,460 --> 00:13:34,280
But number two if you.
541
00:13:34,290 --> 00:13:34,820
Want to go deep?
542
00:13:34,830 --> 00:13:35,640
And really understand the.
543
00:13:35,650 --> 00:13:36,880
Thing and study my trainings.
544
00:13:36,890 --> 00:13:39,470
On the perfect webinar and help you
understand exactly how to craft.
545
00:13:39,480 --> 00:13:41,600
This but basically comes back to what I
say in.
546
00:13:41,610 --> 00:13:44,360
The video you are telling your epiphany
Bridge story.
547
00:13:44,370 --> 00:13:45,830
Someone's coming.
To this video they're.
548
00:13:45,840 --> 00:13:47,790
Just like you have to remember this, just
remember.
549
00:13:47,930 --> 00:13:49,560
What was the emotional experience you
had?
550
00:13:49,570 --> 00:13:50,470
What's the?
Epiphany was the.
551
00:13:50,480 --> 00:13:51,550
Bridge, you had that.
552
00:13:51,560 --> 00:13:53,000
Got you over here and you remember?
553
00:13:53,010 --> 00:13:54,660
No techno Babble, you come back and
you're.
554
00:13:54,670 --> 00:13:55,930
Telling them your story.
555
00:13:56,130 --> 00:13:57,120
Ok, that's the.
556
00:13:57,130 --> 00:13:58,080
Core concept of what's.
557
00:13:58,090 --> 00:13:59,300
Happening there, OK.
558
00:13:59,310 --> 00:14:01,670
Now this is the perfect webinar framework
I told you.
559
00:14:01,680 --> 00:14:02,370
On session one.
560
00:14:02,380 --> 00:14:04,080
There's four core stories right?
561
00:14:04,220 --> 00:14:05,920
The 1st, the 1st.
562
00:14:05,930 --> 00:14:07,250
Shot at the big domino.
563
00:14:07,260 --> 00:14:08,370
Is your origin story.
564
00:14:08,380 --> 00:14:09,950
So I've come to my videos like, hey Russ,
565
00:14:09,960 --> 00:14:10,480
Russ, let me tell.
566
00:14:10,490 --> 00:14:11,810
My story about why, I think.
567
00:14:11,820 --> 00:14:12,700
Funnels are the fastest.
568
00:14:12,710 --> 00:14:13,750
Way for you to grow your company, and I
569
00:14:13,760 --> 00:14:14,970
told the origin story.
570
00:14:14,980 --> 00:14:16,320
About my.
571
00:14:16,330 --> 00:14:17,580
Epiphany Bridge origin story.
572
00:14:17,590 --> 00:14:18,860
About why I believe that.
573
00:14:18,870 --> 00:14:21,410
The thing I'm about to offer is the
greatest in the world, OK, right?
574
00:14:21,420 --> 00:14:22,090
And from there I can.
575
00:14:22,100 --> 00:14:23,150
Now say what's the vehicle?
576
00:14:23,160 --> 00:14:25,150
What are their false belief vehicle?
Now I'm telling.
577
00:14:25,160 --> 00:14:26,690
The story.
That hopefully going to.
578
00:14:26,700 --> 00:14:28,090
Trump their story that breaks.
579
00:14:28,100 --> 00:14:29,450
The false belief about the vehicle.
580
00:14:29,460 --> 00:14:30,050
Then I moved the.
581
00:14:30,060 --> 00:14:31,710
Second part of this or the secret number
582
00:14:31,720 --> 00:14:33,260
two. Which is their internal beliefs.
583
00:14:33,270 --> 00:14:34,540
Like what's the thing?
Personally, I.
584
00:14:34,550 --> 00:14:36,480
Believe this is a good thing, but I think
I could do it.
585
00:14:36,490 --> 00:14:40,270
I tell a story about that, boom, and then
the third thing, again, I believe funnel
586
00:14:40,280 --> 00:14:41,020
is the greatest in the world.
587
00:14:41,030 --> 00:14:42,380
I believe I can actually do it, but I
588
00:14:42,390 --> 00:14:43,860
can. Do something to drive traffic, right?
589
00:14:43,870 --> 00:14:45,560
Or I?
Believe that keto is the best diet for
590
00:14:45,570 --> 00:14:46,760
me. I believe I could actually do, but my
591
00:14:46,770 --> 00:14:48,110
wife's going to buy ice cream and I know.
592
00:14:48,120 --> 00:14:49,290
And then I'm going to fall out of ketosis
593
00:14:49,300 --> 00:14:51,190
and how?
Things going to fall apart the external
594
00:14:51,200 --> 00:14:53,220
belief, right?
So I told the 3rd about external.
595
00:14:53,230 --> 00:14:54,280
Belief there, I moved.
596
00:14:54,290 --> 00:14:55,700
Down I do the stack and the clothes.
597
00:14:55,710 --> 00:14:57,560
Ok.
And again, if you've read the extra
598
00:14:57,570 --> 00:14:58,260
secrets book on to.
599
00:14:58,270 --> 00:14:59,230
Any of my perfect in our training.
600
00:14:59,240 --> 00:15:00,100
This is stuff we talked about.
601
00:15:00,110 --> 00:15:00,750
All the time.
602
00:15:00,760 --> 00:15:02,080
So I.
Can go deep into it, but it's.
603
00:15:02,090 --> 00:15:03,710
Basically me telling my 4 core stories.
604
00:15:03,720 --> 00:15:05,130
And then making my offer through the
605
00:15:05,140 --> 00:15:06,870
through the stack and the clothes.
606
00:15:06,880 --> 00:15:09,360
Ok, that's what I put in here?
607
00:15:10,730 --> 00:15:11,470
Ok, so I put.
608
00:15:11,480 --> 00:15:13,240
Into this video, right?
609
00:15:13,250 --> 00:15:15,660
Here OK.
All right.
610
00:15:16,500 --> 00:15:18,950
And then if my stories Trump theirs,
that's.
611
00:15:18,960 --> 00:15:19,950
The sales video, it's the cells.
612
00:15:19,960 --> 00:15:20,570
That my story Trump.
613
00:15:20,580 --> 00:15:23,970
Stairs knocks down the big domino and
they become a customer.
614
00:15:23,980 --> 00:15:26,500
That's it. Ok so that's the first part of
page I have.
615
00:15:26,510 --> 00:15:28,330
The headline on top?
I have the video sales letter.
616
00:15:28,340 --> 00:15:30,410
And then below the video I have what I
call.
617
00:15:30,420 --> 00:15:31,720
A video spoiler box.
618
00:15:31,730 --> 00:15:33,000
I tried to get him to call the Brunson
619
00:15:33,010 --> 00:15:34,570
Box but.
Nobody ever does so.
620
00:15:34,580 --> 00:15:35,720
If you.
Want to like kiss up to me?
621
00:15:35,730 --> 00:15:36,790
Call it the Brunson box if you.
622
00:15:36,800 --> 00:15:37,840
Want to call it?
623
00:15:37,880 --> 00:15:39,610
What it is it's a video spoiler box.
624
00:15:39,620 --> 00:15:40,100
So the video.
625
00:15:40,110 --> 00:15:42,430
Spoiler box. The goal of your spoiler box
is to get someone.
626
00:15:42,440 --> 00:15:45,450
Who's coming out to see the video like?
I'm going to watch this, not and they
627
00:15:45,460 --> 00:15:48,770
start kind.
Of going down and he has this.
628
00:15:48,780 --> 00:15:50,270
Opportunity to grab him before they.
629
00:15:50,280 --> 00:15:51,850
Leave right. It's almost like a like.
630
00:15:51,860 --> 00:15:53,180
A preview or trailer.
631
00:15:54,320 --> 00:15:55,230
In a movie, right like.
632
00:15:55,240 --> 00:15:56,970
You see the trailer, you're like, OK, I
want to watch that.
633
00:15:56,980 --> 00:15:58,260
That's the video spoiler boxes.
634
00:15:58,270 --> 00:15:58,930
It's kind of grab.
635
00:15:58,940 --> 00:16:00,040
Real quick and like.
636
00:16:00,200 --> 00:16:00,910
Don't bounce on the video.
637
00:16:00,920 --> 00:16:01,860
This is going to learn the video.
638
00:16:01,870 --> 00:16:03,000
Like hopefully hook them a.
639
00:16:03,010 --> 00:16:04,290
Couple of times like Oh yeah, I want to.
640
00:16:04,300 --> 00:16:04,950
Be a part of this video I.
641
00:16:04,960 --> 00:16:07,660
Want to watch this right?
So for me, usually if you spoiler box,
642
00:16:07,670 --> 00:16:08,690
I've got four different things.
643
00:16:08,700 --> 00:16:09,890
Here number one.
644
00:16:09,900 --> 00:16:10,980
Is the hook.
645
00:16:10,990 --> 00:16:13,450
It's a hook that's inside the video that
646
00:16:13,460 --> 00:16:14,940
I'm hooking with, right?
So like in this.
647
00:16:14,950 --> 00:16:16,030
One for example Scrum.
648
00:16:16,040 --> 00:16:16,770
One tiny tweaks can.
649
00:16:16,780 --> 00:16:18,220
Make a huge changes.
650
00:16:18,240 --> 00:16:20,550
I'm going to show you four of my top
651
00:16:20,560 --> 00:16:21,300
split tests that are.
652
00:16:21,310 --> 00:16:22,150
So simple and you can use.
653
00:16:22,160 --> 00:16:23,310
7 minutes that will.
654
00:16:23,320 --> 00:16:24,230
Drastically increase.
655
00:16:24,240 --> 00:16:25,430
Dramatically increase your conversion.
656
00:16:25,440 --> 00:16:25,910
Boom, there's a.
657
00:16:25,920 --> 00:16:30,260
Hook right. And a story and an offer like
all things are in there.
658
00:16:30,270 --> 00:16:31,680
Like watch?
This video because you're learning this
659
00:16:31,690 --> 00:16:33,130
right here number two here's next.
660
00:16:33,140 --> 00:16:33,930
Hook boom. Not all.
661
00:16:33,940 --> 00:16:35,130
People by the same way here's story.
662
00:16:35,140 --> 00:16:35,960
Let me show you the secret.
663
00:16:35,970 --> 00:16:36,580
Step that had.
664
00:16:36,590 --> 00:16:38,090
Before my phone, allow me to know exactly
665
00:16:38,100 --> 00:16:38,280
how to.
666
00:16:38,290 --> 00:16:40,110
Get them to buy boom then the offers like
667
00:16:40,120 --> 00:16:40,780
go watch the video.
668
00:16:40,790 --> 00:16:42,030
Ok number three comma three.
669
00:16:42,040 --> 00:16:43,080
There are only three.
670
00:16:43,090 --> 00:16:44,130
Funnels that actually matter.
671
00:16:44,140 --> 00:16:44,750
We found 90.
672
00:16:44,760 --> 00:16:45,180
Percent of our.
673
00:16:45,190 --> 00:16:45,890
Income came from just.
674
00:16:45,900 --> 00:16:46,810
3 funnels if you're focus.
675
00:16:46,820 --> 00:16:47,670
Anything else you're just.
676
00:16:47,680 --> 00:16:49,390
Flushing your money down the toilet hook
677
00:16:49,400 --> 00:16:51,240
story and the video the officer go watch.
678
00:16:51,250 --> 00:16:52,090
The video right and.
679
00:16:52,100 --> 00:16:53,070
Then number four.
680
00:16:53,080 --> 00:16:54,210
Here's what's next step.
681
00:16:54,220 --> 00:16:55,890
Gear 14 day trial membership funnel.
682
00:16:55,900 --> 00:16:56,460
So this is where.
683
00:16:56,470 --> 00:16:59,580
We're going hook story and then go watch
the video for the offer.
684
00:16:59,590 --> 00:17:02,130
Ok. And so that's the video spoiler box
that gets them.
685
00:17:02,140 --> 00:17:04,680
To actually go back and like, I gotta
figure out what is number three what's
686
00:17:04,690 --> 00:17:07,510
number two like?
He gets them to go back and consume the
687
00:17:07,520 --> 00:17:09,930
actual video.
Ok, it's crazy to me, like.
688
00:17:09,940 --> 00:17:11,910
All the highest converting offers I see
online.
689
00:17:11,920 --> 00:17:13,130
From the big?
Huge brands, the big.
690
00:17:13,140 --> 00:17:16,910
Companies all have video spoiler box and
I almost see nobody in our industry.
691
00:17:16,920 --> 00:17:19,020
Ever use these?
Which blows my mind, but they work.
692
00:17:19,680 --> 00:17:20,460
Very very good.
693
00:17:20,470 --> 00:17:20,829
Ok.
694
00:17:20,839 --> 00:17:22,450
So, spoiler box, that's step.
695
00:17:22,460 --> 00:17:23,109
One here inside.
696
00:17:23,119 --> 00:17:23,920
Of the funnel.
697
00:17:24,339 --> 00:17:25,800
Is that right there and again if?
698
00:17:25,810 --> 00:17:27,950
You're doing a sales letter version
underneath the out of carbon.
699
00:17:27,960 --> 00:17:29,990
Have the whole long form version of the
sales.
700
00:17:30,000 --> 00:17:32,210
Down there and then from there the rest
of the funnel.
701
00:17:32,220 --> 00:17:34,230
Is the same as unboxing funnels.
702
00:17:34,240 --> 00:17:34,630
Ok, with an.
703
00:17:34,640 --> 00:17:36,070
Order form bump we have up to one.
704
00:17:36,080 --> 00:17:37,590
Upsell 2 and thank you page where.
705
00:17:37,600 --> 00:17:38,140
We can send them.
706
00:17:38,150 --> 00:17:39,210
To next funnel or whatever.
707
00:17:39,220 --> 00:17:40,410
Happens to that step.
708
00:17:40,440 --> 00:17:41,680
Ok, so that is the.
709
00:17:41,690 --> 00:17:42,860
Video sales letter funnel.
710
00:17:42,870 --> 00:17:44,630
That's the first type of presentation,
711
00:17:44,640 --> 00:17:44,650
Funnel.
49808
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