The 3 Second Shock That Allows You To Deliver Your Message

What's up, everybody? This is Russell Brunson, and welcome to the Marketing Secrets podcast.

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, and this podcast.

Will give you the answers.

My name is Russell Brunson, and welcome to Marketing Secrets.

All right, everyone, hope things are going awesome. We had such a fun day today. Tuesdays becoming my days where I like block out time to film all the stuff we gotta film. I remember, man, when was it? Probably three or four years ago. I was talking to Mike Philslaim, who's been a close friend for a decade now. And I remember he told me him and Andy Jenkins, they used to be business partners with company Webinar Jam and Traffic Genesis and stuff. And he. He told me he had an epiphany one day. It's like, the more he's like, we make money when we're on camera. And so the more videos they make, the more camera time they make, the more money they make. And so that was their big epiphany. They need to spend more time making videos. Cause that's how they make money. And I've kind of recently come the same thing. Like I make the most money inside of clickfunnels as a pitch person who's out there talking about clickfunnels and talking about why it's awesome and all that kind of stuff. And so basically every Tuesday we're blocking out as filming day now. So we're filming a whole bunch of stuff. So I filmed a new thank you page webinar for the Dotcom Secrets book funnel. I filmed a whole bunch of promo videos. I filmed upsell videos. I filmed all these things. And at the end of the day, I had two other videos I was supposed to make that I didn't really want to make. So I was like, ah, had like 15 minutes left. And I was like, you know what we should do? We should go and do some fun ones. And it's been fun. I've been watching one of my buddies, Dean Graciosi, he has been. We've been kind of sharing notes with book funnels. He's got a book funnel that's killing. I got a couple book funnels that are also doing really, really well. And I've been watching his ads, and his ads have been so fun. Like, he had one where he lit his book on fire. He's like, this book is literally on fire. You should go buy it. And then he had a bunch of magic trick ones. One where he's in his Tesla and he clicks the screen on Tesla and all of the book pops out. He holds it. One where he's got the book in the or the empty box, and he shakes up like 50 copies of the book, dump out of it. And just these little things, like, capture people's attention. And I was like, we need to start doing more of those kind of things, like just some fun things. And so we're sitting there, we had, like, a little time to film. I was like, let's go. Like, let's do a fun, like, video that could completely bomb, but it could be awesome. Who knows? And so, like, we should do a potato gun video where I'm shooting the expert seeker's book, the potato gun. I'm looking around and we see the big cardboard cut out of our gold prospector. I'm like, we should tape the book. The gold prospector, like, he's holding it. Then I'll shoot the gun at the gold prospector and blow up the book. And it got from one thing to the next to the next till, you know, 15 minutes later, we're out in the field with the jeep. Kind of the background, so it looks just for a pattern, interrupts this jeep with red headlights shining at the camera. And then we set up a slow motion camera as well. And then there's this gold prospector cutout with a copy of the expert secrets book taped to him. And the first thing I say is, hey, my name is Russell Brunson. I'm a potato gun expert. And I turn the potato gun towards the prospector. And like, point blank, like three inches from where he is, I shoot this potato gun at him. And, like, he explodes. The book flies in the air and we got slow motion, the whole thing happening. And then I come back and I'm like, holy cow. And I throw the potato gun on the ground. And then Dave Woodward off screen throws me a copy of the book. And I'm like, hey, my name's Russell Brunson. I got my new book called Expert Secrets. You should get a free copy of it. And I just did this crazy pitch for the book, and it was so much fun. We had such a good time. And then when that was done, Dave decided to teach me how to use a jeep because I got my new jeep. That's awesome. But I'm Kind of a city boy who's scared of jeeps. So we went driving in this mud pit, flipping circles and stuff. And he wanted me to go up on this huge hill. So I go up on this hill and like, it scared me to death. It was one of the scariest things ever. And he kept telling me, he's like, no, you're wussing out. You gotta go up over the top of it. And I didn't dare. So I jumped out and I had him go in it. And he goes. And first thing does it goes up this huge hill and then high centers the jeep and it's completely stuck and we can't get it to move. It's like, it's not even high center. There's like more dirt. How do you can't explain it. It was like in mud because there was dirt all the way up to the car underneath. Like, anyway, it was crazy and completely stuck. And so we had to call his son Christian to come and basically to get a winch and pull it out. But when we're doing that, we have like 20 minute break before he could get here. So we're like, what should we do for 20 minutes? Like, let's burn a book. Like, Dean burned a book. I want to burn a book. And so we got a book and we tried lighting fire. We found out it's kind of hard, you have to have lighter fluid. So I drove to the grocery store, bought lighter fluid, came back and soaked my book in lighter fluid. About this time, they got the jeep out. It's pitch black. I told my kids that the jeep was stuck in the mud, so they all came over. My wife and my kids are there. And so finally it's like pitch black outside and we're like, well, this book is soaking wet with lighter fluid. Like, we need to do this thing. So I sat in the jeep and I lit the book on fire. And it's like fire flames going crazy everywhere. And it looked awesome because it was super dark outside as this book is burning. And I'm like, this book is on fire. You need to go get your copy of it right now. And just made a really quick, fun promo video that turned out. It looks so cool because it's dark and the flames are bright and it's just. I'm sitting in my car at the time, like, it was just crazy. And when it was done, then I held the book up, I did like an Instagram ad and a bunch of other ones with this flaming book and just had so much fun. Like the last hour of the day was insanely fun and insanely cool. And I started thinking, I'm like, man, you know, like, so often most of us are trying to, like, do things the right way, right? Like, we set the funnel the right way and then we drive ads and we buy image ads and we get ads with memes on, like all these things we're doing, trying to make things look good. Like, what's everyone else doing when we're doing it? And what I'm kind of realizing watching some of these, you know, people I know whose ads are killing it, it's like the rare, unique, weird things, right? It's the pattern interrupts. The things like someone sees on Facebook and they share with their friends or they have to buy or they're scrolling else and they stop and what? Russell's thing is on fire. Why is he shooting a potato gun at a cut out of his, you know, like, it's the pattern interrupt that wins. And I just had this big epiphany in my mind that was just like, we need to start doing more things like that. Like how many cool, crazy, weird things can we do to get someone to stop scrolling and so you can share your thing. And I talked to Dean and his guy a little bit. Like, one of the keys that I found, these magic tricks is like, use something in the first, like three seconds that captures their attention and then you transition to your book pitch. And so soon in the next week or two, you'll see these ads go live and they might bomb. They may do amazing, I don't know, but I think they're gonna do really, really good. And now my mindset's on this thing of how do we create crazy ads to stop scrollers, to stop everyone. The thing really quick and this weekend transition into a call to action. Like, how do we grab them and just stop them where they're at, in their tracks enough to get their attention and then make a special offer. And so I just want to share that with you guys today because I think so many times we get so stuck in the minutiae of business and building funnels and sales pitches and all this kind of thing. It's like, let's have some fun again. Like, what are the weird things you can do with your front end products to get people to stop? If you get them to stop? That's 99% of the battle nowadays. Like, everyone's got. In fact, I'm writing a script about this right now. But like, the average Human has a 7 second attention span. 7 seconds. A goldfish has 8. We have shorter attention spans than Goldfish, which is crazy. Like back in the 80s we had a 20 minute attention span. Now we're down to seven seconds. And so when you understand that like our people at seven seconds, like you've gotta like do something insane to grab em. So magic trick, blowing a book up, lighting it on fire, whatever, like the crazier the better. And so today was fun cause I made two of those and just got me excited. I'm starting a whole bunch more and just wanted to share it with you guys so that hopefully gives you some freedom. Have some fun with your ads, do some crazy things, things that just make no logical sense, but just do it just to do it. And who knows? I look at Dean's ads, like one of the book on fire has like 4 million views. The one with magic tricks got even more. Like they're doing insanely well. So if you start thinking like instead of like what's the mean ad I can do today that's gonna have a good quote, someone's gonna share instead. Like how can you do something interesting that actually gets people to stop? So then I can make them a special offer. And so that's what I wanna share with you guys today. Do something crazy to make them stop so you can give them a special offer. So anyway, check out Facebook, Instagram, you'll probably start seeing some of these things popping up soon in the very near future in my newsfeeds. Hopefully it'll be in your news feed. It's gonna be awesome. By the way, if you wanna see all the craziness happening behind the scenes, if you're following me on Instagram, Instagram stories, I'm sharing all this stuff. There's scenes of the potato guns and things blowing up all the time. So if you're not following me Instagram yet, go to instagram.com russellbrunson I believe or just search Russell Brunson. I should be in there. Follow me and then go watch my Instagram stories. We're filming the chaos and the craziness every single day as it's happening. So if you want to see it all happening in real time, Instagram is the place. Anyway, I'm gonna go to bed. Kids are in bed before nine. I'm so excited. So excited. So I'm gonna go to bed. Appreciate you guys all. Have an amazing day and I will you see. See you guys soon. Bye.

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.com 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.