The Hook, The Story, And The Offer

What's up, everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast. Today I'm going to be talking about a hook, a story and an offer. So the big question is, 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. Hi, and welcome to Marketing Secrets. All right, 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 it's a lot of years when we launched the Funnel Hacking Live event, we launched the 2 comma Club X coaching program. And it's insanely good. It's amazing. But there's kind of pros and cons of it. The pros are it gives you everything you possibly need to start launching, scale, grow your company. Bad thing is there's like so much stuff. It's like people get overwhelmed. So I wanted to go through and record a fast track, kind of goes through like a higher level, like, fast track of all the courses in order so that people kind of know where they're going. And so this week I recorded module number two, or fast track number two, which was called Hook, a Story and Offer. And it went on for like 45 minutes. And I think it was pretty good. And then one of the guys in the group, he's probably listening to this right now. So by the way, thank you. He said that he's like, I listen to everyone in Russell's podcast. I've been to two Funnel Hacking Live events. I've done like every course, every book. And he's like, that was the best training I've ever heard from Russell. And I was like, that's awesome. And I had like a 45 minute conversation with Dave Woodward and James Frill 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 did want to share some thoughts with you guys because I think it's super, super, super essential. And I wanted you guys to think through it for your stuff. So what I want to talk about is like, what's the hook and the story for what it is you're selling now? In the video that I did for our two Comic Club. It was like I was going into offer hacking, how to find people's offers and hack them and all sorts of stuff like that. But one of the biggest things that we talked about and we noticed is like, the key is like to really get offers. I mean, there's again, three pieces. There's. There's the hook, which is like the hook that 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 going to get, and each component they offer, there's a hook story to offer, each component they offer. And anyway, I wish I had more time to share everything. But the thing I wanted to share with you guys today, because it's, man, it's one of the most important things. It's like, what's the hook of the story that you're sharing? Right? If you don't have one yet, you need to create that. So in the video I went through and I took. If you guys know Drew Manning, he's one of our two Comic Club winners and he's awesome dude. And he's got a program called Fit to Fat to Fit. And his story is he was a trainer for his whole life and like, helped a lot of people get skinny, but he never actually knew what it was like. So he's like, you know what? I'm going to get fat and then I'm going to try to get fit again. And so he went and gained, like, I don't know, 100 pounds and told the whole world, this is what I'm doing. I'm getting one weight. It's gonna be a huge thing and I'm gonna get. I'm gonna get fat and I'm gonna lose it again. And like, because of this story, this hook of the story, he got tons of pr, he was 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 the fit to fat to fit guy. I'm the guy who is a trainer who never knew what life be fat. So I gained a whole bunch of weight and then I lost it all again. And then anything he says after that, people will give him money. You wanna know why? Because the hook of the story is so good. Drew, if you're listening 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. Like, it's a good hook, and a good story will make up for a lot of other stuff. He's killing it. And I was like, man, imagine if there's stuff I would. Anyway, someday I worked in personally and just be like, this is how you ramp it up. But his hook and his story so good that he's making millions of dollars now, right? I was thinking about this throughout time. If you guys remember Robert Allen, he sold over a billion dollars under the Robert Allen brand. And Robert Allen had a really good hook. In his story, he told people, you can take me any in the world, throwing 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, and no one believed it. So 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. The hook in the story, right? I think other people. Natalie Hodson. Natalie spoke a fun hockey line. She's amazing. What's amazing about Natalie is the hook and her story. It's funny because there's people that were trying to knock off her. One of her products. Her first 2 comma Club product took her four months ago from 0 to 2 comma Club with a $37 ebook. And it was teaching women who. Mothers who how to not pee your pants called abs core, pelvic floor. And she sold like, 50 or 60,000 copies of this ebook. And it's funny because there's all the people now trying to knock her off, and they're all gonna fail because they're copying the offer, but they're missing the hook in the story. So what's Natty's hook in the story? Well, she's on. I think she was actually in a video with Drew, if I remember right. Anyway, it's a small world. Anyway, so 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 don't know if she consciously did this, but she put it out there, and it's an amazing hook. Like, I'm a fitness trainer. I teach people how to get in weight, lose weight, and I'm sitting there live on camera, and I peed my pants, and here's pictures of it. It's so embarrassing. And. And. And so she tells that story, hook the story. People get excited, and then, boom, 60,000 copies of her book. Later, right? The hook and the story were so, so good. And the better the hook and story are. I mean, they're not saying the offer can be worse, but, like, that's, like, the better the hook. The story is like, you can sell on anything. It's funny. Drew is actually selling ketosis stuff now, which has nothing to do with his actual fit to fat to fit story. But the story and hook's so good. He tells the story, people are hooked, and then, boom, he can sell him whatever he wants at that point. And so for you, I want you to think, like, what is. What's my. What's my story? What's the thing? Right? Some of you guys may know I launched my religion podcast this week, actually. Or last. Yeah, this week. And I went through the same process here. I'm like, hey, I could just make a podcast. Like, hey, I'm gonna teach you what my beliefs are. But nobody, like, the hook and the story were horrible, right? So it's like, what? I need a hook and I need a story. Like, what is it? It's gotta be something that's gonna drag people in. The thing about stories, people share stories. I like, oh, this girl named Natalie. Oh, this guy named Drew. He was fit to fat. And, like, they tell the story, right? And so I was like, I need a story. And I didn't consciously do this, but this would come out of it is like, if I'm gonna do, like, I need something really cool. So the hook for my podcast was basically, you know, I'm Mormon. I believe in the Book of Mormon, but I look at my house, there's all these Book of Mormons laying on the ground everywhere that I never read. They just sit there. And I realized that this thing that's so important to me, I'm not treating it. I'm treating it lightly. And so I was like, I need to make this real to me. So I went online. I found on ebay a copy of one of the original 5,000 Books of Mormon. I spent a small fortune on it, and now I'm reading it, and I'm sharing my journey because I want to make it special to you again, right? So that was the hook. And now I got all these people that are sharing my podcast. Like this dude, Russell, hey, like, all. All my Mormon friends, it's kind of fun watching, though. They're sharing it. Like, my friend Russell, he. He has. You know, he's a Mormon too. So they share. They're sharing it, like, in seminaries and elders quorum, and it's Kind of fun how fast it's growing just inside the church because everyone's like. Because they feel the same way. Like, man, 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 of the way I should. And I also. There's this guy who felt the same way, so now he spent a fortune, bought an original one, and now he's, like, taking us on the journey. All of a sudden, people are 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 again, I don't know Drew's whole story. I don't know him super well. But, you know, one of the biggest things in the weight loss space I see, when people come, they try to, like, teach people to lose weight, but they've never been fat in the past. It's hard for them to get a lot of traction. A lot of times they can do personal training, but it's hard for them to blow up, like, as a celebrity, as a guru, as an expert, whatever you want to call it, because the masses are like, well, they don't know what it's like to be fat. So he told that story. Now everyone's like, dude, this trainer who. He wanted to prove to us that he could do it, so he gained all this weight, and now it's a story we're sharing. It's a good hook. You know what I mean? And same thing happened with. This is like, it was a story. So it started getting spread. And then this week, I was like, I need another good hook and good story. What can I do to get people listening to this now that it's live and it's launched? So some of you guys saw yesterday, I actually. There was this guy in the Mormon Church, his name's Parley P. Pratt, who lived back in the 1800s, and he. Someone gave him a copy, one of the original Book of Mormons, because that's all they had back when they first came out. And he started reading, and he read it for an entire. He read the entire thing in a day. He said that eating and sleeping became a nuisance to him. And anyway, and I found out yesterday was actually his birthday. So I was like, I'm doing part of the P. Pratt day. So I took the day off of work, and I went and I read the entire 18 hours. I almost got halfway done. It's a big book. But I read the whole thing, and I talked about, I did a Facebook live, I talked about it. And, and this is something I put zero dollars in advertising behind. I just posted on my personal wall, said, hey, I'm doing this crazy thing. And from that, I think this morning it was like 3.9,000views over like 1500 comments and likes and share like interactions with it. And hundreds and hundreds of people subscribe to 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 the story. And now people subscribe to the podcast. If you're interested in my beliefs and my faith, if you go to bookofmormonchallenge.com you can subscribe and listen in. But that's kind of what it 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 10x event, and the 10x event I made 90 minutes. In 90 minutes I did $3 million. So that's a hook and a story. So I'm recording a five hour training today teaching how I did it because that's something that will sell like crazy. People like, we'll put out like, do you hear that guy Russell? He made 90, made 3 million 90 minutes. So you should buy the course, figure how you did it. Like, that's the key is like that story, like, I peed my pants. I went fat to fit to fat. I read the entire Book of Mormon in a day. I went and bought an original Book of Mormon. I made $3 million in 90 minutes. Like, what's the story? You got to find those stories that are out there and sometimes they don't have to be super grandiose at first. You need to have a story behind things, right? One of my bonuses inside of the funnel hacks program now is Traffic Secrets and Traffic Secrets. I could be like, hey, there's this course called Traffic Secrets. And you get it today when you sign up, when you sign up now, right? But what's this hook behind it? Well, Traffic Secrets was a. Was a site owned by John Reese. John Reese did the first million dollar day and the product he sold was Traffic Secrets. And the course is so good, I end up buying the brand from him. I am spending almost a million dollars to buy it from him. And I have all the wire transfers. And so when I now talk about that part of my bonus, I tell the hook of the story and the offer of that, like the hook. I tell the hook, I tell the story. And then it's like, now that bonus becomes super valuable because the hook and the story makes it way better. And so think about 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 one 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 that are out there. Look at people that are having success, what are their commonalities? Look, what's the hook? What's the story that they're telling you? Like what's the thing? And figure out how to create a story. Like for me, with the Book of Mormon, like I was like, okay, I'm gonna read the whole thing today. Because that's a story. Like, okay, go and do something like that. What could you do for yourself? You know, maybe it's. And this is what comes back we talk about sometimes, like getting results first, right? Like find somebody, let's say your weight loss trainer. Find somebody and get the result on them or do it on yourself or you know, like become a lab experiment. Like the story is the key. Now again, I didn't know Drew prior to his fit to fat to fit thing. But my guess, if I was to say is if he was to go out there and he was to try to sell his weight loss program, I bet he did well as a personal trainer. But I bet he struggled as like selling the thing. But now he's got this story like he doesn't even have to be that good at selling, isn't it? Because the story, the hook and the story is so good. Okay, so there's your assignment. All my friends, all my people is to figure out for you whatever you're launching. If it's a podcast, an offer, an ad and a product or service, a whatever, what's the story? That's you gotta figure out because the story will drive everything else behind you. What's the hook? And the story. And from there it leads to your offer. Anyway, I gotta bounce. Oh, I gotta start my training. Alright, see you guys later. 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 at Dotcom secrets. 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.