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