Secret #43: Before States And After States And The Power Of Contrast

What's up, everybody? This is Russell. I'm here with Dave and Steven. What's up, guys? Welcome to Marketing Podcast. Marketing Secrets podcast. We got a special edition happening right now. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question. In this podcast, we'll give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. Okay, so we just got done. We had. There's a little Boise mastermind group that they meet every. Every month around different places. And we never had a chance to go, but we went. We actually hosted here in the ClickFunnels offices tonight. So we put the kids to bed and come here, and we're here for four hours or so talking about all sorts of stuff. So we had a really cool conversation while Dave went back in to go to the bathroom. And he missed it. And he's like, yeah, Alex. Alex did this podcast about the number one supplement for entrepreneurs and ends up being water. And then like three gallons later. Yeah, then he. It's like really convincing. Like, you should listen to it now. Like, we're all obsessed. Have you read yet? Well, I know enough that I'm just drinking a lot of water. Yeah, like, it kind of freaked us out. So we were drinking insane amounts of water. So it's like bathroom breaks every 8, 30 seconds. I gotta go to the bathroom. And then he missed this huge conversation. So I gotta retell it. And so I might as well retell it right now with you guys. Cause it was actually really interesting. So what we were talking about here, I got a black face. I'm coming here. Okay. Let there be light. All right, so what we're talking about, you guys can be in this here. Okay, so I can talk. Somebody's awkward. So those who are listening, you have no idea what's happening. But those watching the video, we're in front of the ClickFunnels office. It's night time. We're under the streetlight. Anyway, okay, so I was just listening to a podcast that Ryan diced on the perpetual traffic, talking about the chat books viral video. And he basically played it, paused it, played, but kind of talked it. And we talked about was like the before state and the after state of the woman in that video, which you guys have seen the video, obviously, if you haven't seen the video. Go to harmonbrothers.com and click on the chat books videos. Probably the best, I'd say probably their best viral video. It's really, really good. But he's talking about the before state and the after state and how, how good that video did. Like, here's, here's, here's where she was at before. Here's where you'd be after with the product. Before, after, before, after. We start talking about how, like the big secret to copy and to sales is contrast. And I sound like 10 years ago I went through a course. Matt Fury talked about contrast. He said like, contrast is the key to everything, right? Like, because you have the contrast of, like, of where they're at and where they want to go and then, and then you're your message in the middle there. That's what creates the desire for them to go from this to this. So he talked about in emails. It's like in the course I was studying with Matt Fury was email marketing. It was like, you know, every, every good email is all tons of contrast. Like light and dark, Happy, sad, fat, skinny, rich, poor. Like, the contrast is what makes it interesting. And then it was what creates the desire to go from before state to the after state. And that's the whole key is the contrast. And so a lot of people never think about that. But it's like as you're writing the emails, think about the contrast, the before state. Again, Dice, the way Ryan Dice explained was the before state and the after state, which was brilliant. In fact, I'd never looked, I'd never watched the chat books video through that lens before. But if you watch through that lens of like the before state and the after state, you see it over and over, right? You see she's in the tub at first and she's like the smiling mom, like, in the bathtub. And so it's like, like, oh, this is like, nice thing that she stands up and she's fully clothed and like her kids in the tub with her. Like, I fell in while he's trying to, you know, timing while he's holding his breath, it's like there's the before and it keeps transitioning back and forth. And so in any of your communication, whether you're doing storytelling or writing emails or sales letters or video, whatever, it's the contrast is the key. And so with the contrast, you're thinking about that like you told a story about how fit you are. Nobody cares. There's no contrast, right? It's like, I was fat, I was sick, I was not healthy, I was. Whatever. You tell that first and then you tell the contrast to the other thing and then that's what creates the contrast, what creates the desire for somebody to change, which is what they need to have to give you money and that kind of stuff. So the contrast is a secret. And showing the before state and the after state, that's the magic. So yeah, we got to rewrite the expert Seekers book. Stop the presses. Let's add in this thing. Anyway, yeah, we just kind of had that epiphany as we're talking. So there you go. Contrast. Add in everything you do to create the before states and the after states and it's really fascinating. So watch that, Watch it in the viral videos, watch it in email, watch it as you're watching. Good marketers try to notice the contrast because the better the contrast, the more desires created. And so watch how they do it, watch how I do it, watch other people do it. That's the secret. So there you go guys, marketing secret number whatever. We're on. Hope you guys like that. That said, it's time for us to go home and go to bed. So bye everybody. 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 can get a free copy@expertssecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.