The Lost Art Of Choreographing Everything

Welcome to Marketing Your Car, the podcast for funnel hackers everywhere. You're now part of a small group of underground entrepreneurs who are trying to change the world through the products and the services that we believe in. But because we don't rely on venture capitalists, we don't have financial safety nets, so we have to do things differently. We have to do things smarter. We do that through an art and a science we call funnel hacking. This podcast will give you a glimpse at the daily life of a funnel hacker. So let's get started. What's up everybody? This is Russell. Welcome to Marketing Your Car. Hope you guys are doing fantastic wherever you are listening in. So today, well, couple things. First off, we are 5 days away from Funnel Hacking Live and so much crazy, insanely cool, amazing stuff is all happening that I wish, oh, I wish I could share all of just a piece of it. I'm on my way to get my hair cut and I've got like 8 minutes so I thought this would be a perfect time to hang out with you guys. And I'm actually in my car which is strange seeing as that's the name of the podcast. And also, a couple people told me that my podcast, 2 episodes ago when I talked about the sport we call business and talking about the playground with the athletes and the drama and the skater and all those things, a couple people said they were kind of offended by that. I didn't mean it to be offensive. I meant it to be, in fact, like I said at the beginning, there are things that I learned from those guys that was awesome, like the collaboration. I wouldn't have collaborated well had I not have learned that from those other groups. I'm just saying, you have to understand that when you're in a group with it's a melting pot of a whole bunch of different personalities, that there are people who are like me who are aggressively competing and just being aware of that and hopefully to bring some competition to you. So if you were offended, then that means that it's time to build some aggression instead of on me, do it on your competitors. So anyway, I'll leave that there. Let's see, so I just wanna kinda walk you guys behind the scenes what's happening 'cause it's insane. So event's happening, which means we're like creating order forms to print and signs and bags and backpacks and things and then presentations and speaker slides and this, like it's just, it's crazy how many things go into this and then we had this great idea, thanks to Trey Llewellyn, to do like Facebook Lives with all the speakers before the event and get everybody excited and so we've been doing that twice a day which has been so fun, like, ah, get me so excited to come and hang out with everybody which is cool and then a big part of events, so I'm gonna bring you in on a little secret, don't tell everybody this but, I don't know if you guys knew this but we actually make money at the events, right? Okay, so there's the big secret. The pink elephant's out of the room. Alright, so now that that's out there, the event, there's a couple focuses. One is to get everybody together to build community and culture and this and stuff like that. Number, yeah, that's one thing, but another big thing obviously is for us to make money as a company, and so that's one of the benefits, but there's like a fine line between having an event that, like when I first got started, the way that events were is you had 15 speakers, every speaker's up for 90 minutes pitching something and that's how the event was. And people didn't mind for a while and then they started really minding and people stopped going to events. And I'm like, man, if I want people to come to my events, it's not like a pitch fest where everyone's selling. But at the same time we need to sell, so how do you do it in a way where it's cool and doesn't distract from it but adds benefit and those kind of things. And so, a big, big, big piece of this whole pie is like choreographing the event. And so, it'd be fun to talk about event choreography for longer long time to get it, 'cause there's so many cool things. I think after the event, depending on what happens, I'll share with you guys some of the stuff that's actually happening, 'cause there's the surface level of what everyone will see, but there's stuff happening at a subconscious level that's so cool. I wish I could share with you guys right now, but I don't wanna ruin the surprise for those who are gonna be there. But there's stuff happening, there's patterns that I'm using in really interesting ways that are very, very, very thought through. Like if you guys watch who's speaking when, how they're speaking, what the topics are, the length of time, like all those things are choreographed for a purpose and it's not just to, you know, put this speaker in here this day and that kind of stuff. Like there's a storyline that we're telling through the event which is why I try to make it also engaging enough people don't, they're not sitting in the halls because if they do they miss the storyline. There's a very key storyline that's happening throughout the whole thing. There's, yeah, like even like the pace of the speakers and where they're at has a lot to do with it. The order of my presentation Locations is very specific. There's hints I'll drop right now and I'll share with you guys post-event, maybe. If, yeah, hopefully we will. Anyway, it's so exciting. And it's really fun. And so, yeah, I wish I could explain everything. But I mean everything from like, how do you build rapport quickly with the audience? How do you get rapport with the speakers and with the MC ahead of time? Like that's what these Facebook Lives is a big part of it. 'Cause rapport is huge. And then how do you teach in a way that that doesn't just overwhelm people, but breaks epiphany bridges, breaks belief patterns and helps people to learn and to grow and have not just like, oh, I learned some really cool tactics, but emotional shifts that change things. Because that's the experience we're trying to deliver and there's so much that goes into that. And again, being impactful is making an amazing networking content belief transformation event, but then also, like I said, it's for us to make money. So it's kinda cool how things will be weaved in. And we're making a couple really special offers at the event that aren't gonna be available to the general public for a long time, but will be available to those who are there. And it's gonna be cool. So I'm excited, and so those who are coming and watching, like pay attention. I always say like if you buy stuff from me, like buy slowly, 'cause everything, everything that we're doing is thought through. It's not just like, oh, let's blah, you know? It's all very, very well thought through. And one kinda cool thing, like I'm doing a presentation in the morning day 2, which if you've been to our past events, we always called it like ClickFunnels State of the Art. The union, we'd talk about all the new features, stuff like that, and it was always kind of, it was really good, but also it was like, the energy on that session always felt wrong. It wasn't like, I wanted it to be like a Steve Jobs thing where he's up there and everyone goes crazy. It's never quite been that, and so I wanted like, how do we choreograph this in a right way? And I'm really proud of what's happening. So like, I started on this presentation yesterday, about 24 hours ago, and I spent the entire first 24 hours on two things. One is choreographing the presentation, and then number two is figuring out the title and the headline. Which is crazy. I'm not gonna share with you guys here because it's cool, but like, I literally, at 10 o'clock last night is when everybody else left the office, and I was trying to figure out a name for the presentation, 'cause I had a name initially, and I was just like, it's good, but it's not great. Like, most people would've done it and it would've been fine, and we could use it and it would've been fine, but I was like, I need something that like, that has enough like emotional impact that makes you be like, what? What is that, right? And so I literally sat there going through books and books and books of swipe files trying to find like a word from 10 o'clock at night till about 2, 2:30 in the morning, so 4, 4 and a half hours, and I didn't find it. And then in the morning I woke up and I was stressed out, so I Voxed everyone in our marketing group and I was like, hey everyone, this is my dilemma, give me thoughts. Everyone's shooting thoughts back and then came back, spent another 2 or 3 hours and finally like Stephen actually had the epiphany. He's like, what about this? I was like, oh, like angels from heaven singing, that is it, that's the word. I was like, that's the one, like yes! And we were freaking out and we got it and then I spent the next, man, 7 hours trying to come up with a subheadline. Which is crazy 'cause all my slides have to be done tomorrow if they're gonna be in the booklet. It's like I'm on this huge, huge time crunch but I still spent 7 hours on the subheadline and then we got it and it's perfect and it's like, it will cause the emotional response, number one, but it'll cause the belief pattern to shift in people's minds because I look at people that are succeeding with funnels and those who aren't. Like the difference between 2 Comma Club members who are making over $1 million in funnels and those who aren't. A belief pattern, one thing. And if I can smash that belief pattern, it'll shift everything for them, right? And that's the key of this whole thing. And so, I'm so excited to give this presentation now. So for now, it's 5 o'clock and I'm getting my hair cut and then I've gotta go, I've got scouts tonight, so I'm doing scouts and then after scouts, then I'm coming back in the office at 9. So from 9 till, I don't know, 2 or 3 tonight, I'll be getting slides in 'cause I have to get this presentation in tonight. And there's a lot that goes into that. 'Cause it's again, It's us showing all the new features within the context of this presentation and the choreographing of it. And so, anyway, so the things I wanna share with you guys, 'cause I know it's kind of vague today, but I want you to understand the concept of choreographing things, right? The perfect webinar is a choreographed presentation that does very specific things. Those who were at the FAD event last week saw in very intense detail, more than I've ever done before, what I'm choreographing, what stories are where and why, what belief patterns are supposed to break at each point. Future Spoke will go deep in that as well, but it's the choreographing of the sales message. Same thing is on this event, like the choreographing of it. When I give presentations, it's the choreographing of that. Like how do we, what are the beliefs they need to have and in what order, and then how do we structure the stuff to fit within that? And so I spend insane amounts of time. I said spent, probably 12, but actual thinking time, probably 6 hours, to get the title of the presentation and then another, what did I say, another 8 hours or so, 7 hours, getting the subtitle. Which is insane, I gotta get 5 hours to get the rest of the slides done but that's how much thought goes into it sometimes. So if you're working on a presentation or a sales pitch or something, you spend 30 minutes on a headline, like I can't get it, ah, and you're frustrated and you walk away, know that it happens to everybody, happens to the best of us but the ones 'Cause when you get it right, that's the difference between, again, a 5 or 6 figure campaign and a 7 and 8 figure campaign, is getting that right. So don't be afraid to put the time and energy and effort into that because it's worth it in the end. Hopefully it'll be worth it for the attendees. You guys have to let me know afterwards. And again, I will share with you the actual, after the event's done, I'll walk you guys through the choreographing of what and why and how it all worked and what worked and what didn't work. So that's all I got today. I'm in the haircut place, 2 minutes late, I'm gonna bounce. Thanks guys for everything. I cannot wait to see you guys at Funnel Hacking Live. Those who are gonna be there, those who can't make it there, please come next year. I don't put out half a million dollars or more in cash from my pocket just for my health. It's to serve you guys, and so take advantage of that. It's worth the $1,000 and a couple grand for tickets and hotels, 'cause I'm spending 50 times that much on investing into you guys, so make sure you invest that back into yourselves as well, because we do care, and I do know that this stuff works and it can change your life, and so if you're on the fence on the fence thinking about next year if you're gonna come or whatever, just remember you guys, you are just one funnel away and I cannot wait to help you implement and create that funnel. Alright guys, talk to you soon. Bye everybody. Thanks so much for listening. We hope you enjoyed the behind the scenes look at our funnel hacking projects. You can also watch the Funnel Hacker online reality show and watch us build and launch funnels live at www.funnelhacker.tv. If you'd like to come hang out with your fellow funnel hackers, come join our Facebook group at www.projectclickfunnels.com. Oh yeah, and don't forget, you can get a free MP3 player with the first 257 episodes preloaded at marketinginyourcar.com. Join us next time, and remember, you're just one funnel away from your dreams.