If Your Sales Funnel Isn't Working, It's Always 1 Of These 3 Things. » Russell Brunson

Hook, story, offer. This is one of the coolest things I've ever discovered when it comes to marketing, sales, and persuasion. It's something that, literally, I was working out, going to the gym, thinking about a whole bunch of different things, and it all just popped into my head. I was like, "Oh my gosh, this is the key to everything!" I started looking at my own funnels; I looked at other people's funnels; I looked at everyone I was consulting. What was crazy was that after I discovered this framework and started using it, I realized that no

matter what was wrong inside of a business—on an ad, on a landing page, or upsell—whatever it was, if you're having a problem, it's always either the hook, the story, or the offer. Now, I got so excited by this! Afterwards, I went back and I was writing the "Traffic Secrets" book, and I wrote a huge section about hook, story, offer inside "Traffic Secrets." But then I was also rewriting "DotCom Secrets" and "Expert Secrets," so in both those books, I also wrote different things about hook, story, offer. It’s the only framework that's in all three of my

books right now. Shortly after I updated all the books, we had a Funnel Hacking Live event. At Funnel Hacking Live, this was the very first time ever that I had a chance to share this principle, which I call hook, story, offer. Right now, I'm actually preparing for Funnel Hacking Live. Normally, I don't show you guys video clips of me at other events on the YouTube channel, but because I am working on like 12 different presentations right now, I thought, "How cool would it be to show you guys one of my favorite presentations from the past—the

very first time I ever taught this concept called hook, story, offer, and how you can use it inside your business to grow your funnels, make more sales, achieve higher conversions, and serve more people inside your community?" So, with that said, check out this video presentation from Funnel Hacking Live, teaching you guys the principle of hook, story, offer. [Music] How many of you guys have gone through the One Funnel Away Challenge? Yeah? Okay! For those of you who have gone through it, if you know, I stressed a lot about one simple thing, which was hook, story,

offer. I talked a lot about that, and I want to discuss that for the next hour or so because throughout this week, you're going to be learning about a lot of different types of funnels—challenge funnels, summit funnels, and all these different things. Some of you may get confused, so I want you to understand the core fundamental foundation of what you have to become good at as an entrepreneur: understanding this one concept, which is mastering hook, story, offer. I'm going to spend some time going over that. Hook, story, offer. I gave everybody a handout that should

be on your seats, so you guys can take notes on that. One of the things it says in there, I think on the very front page, is that if something's not working in your funnel, it's always either your hook, your story, or your offer. Every time I hear, "My funnel is not working; what should I do?" I look at it and think, "Oh, your hook is horrible! That's why nobody's clicking on your ad." Or, "Hey, your hook's good; people showed up, but your story is boring. That's why no one's buying." Or, "You hooked and told

a good story, but man, that offer was horrible—no one would ever give you money for that." I've learned, as I've broken down consulting, that it always comes down to one of these three things. So, I'm going to spend the next hour or so going over this, giving you guys ideas and opening up your mind to becoming better at that. If you become better at that, this framework fits into any funnel! If I'm selling a book, I have to be good at hook, story, offer. If I'm selling something through the phone, hook, story, offer. If I'm

selling something through webinars, hook—this is the framework that we all have to become masters at. I want to lead with that today, and as everyone else starts training on different funnels and strategies, you just remember: if my funnel is not working, it’s because of one of these three things every single time. Okay? If you were to hire me for my insanely high consulting rate, like, "Russell, my funnel is not working; what should I do?" I’d just be like, "Thanks for the check. It's either your hook, your story, or your offer." So next time you’re like,

“Man, I wish Russell would just look at my funnel,” just sit down and think, “Hmm, what would Russell say?” He would say, “It’s either your hook, your story, or your offer.” It’s always one of those three things every single time. Okay, so with hook, story, offer, I’m going to start with the offer first and then move backward, just because that’s kind of how the framework works. The offer—excuse me—many of you have gone through my training with the perfect webinar and stuff like that. You see this thing called a stack slide. How many of you are

familiar with a stack slide? Good! Okay, the stack slide is how we create an offer! And even if you're not doing a... Webinar: You still create a stack slide. There is no circumstance when I ever sell that I don't use a stack slide. If I was emailing somebody and they were like, "Hey, what does it cost to hire you as a consultant or hire you to do whatever?" I would literally send them an email, and I'd have a stack slide. I just have, like, bullet points: one value, two value. I would use this in everything,

okay? So, I'm going to show you guys some examples today. It doesn't matter if you're selling coaching, supplements, physical products, or services; you should always have this, okay? Now, to begin with, I want to talk about one of the founding fathers of our industry. A lot of you guys may not even know him or have heard of him. His name is Claude Hopkins. How many of you guys have heard of Mr. Claude Hopkins? All right, all my OGs, all the originals. Okay, this is your marketing history lesson. So, Claude Hopkins was the father of modern

advertising, and what's interesting is that way back then, in the early 1900s, what they called, um, what he was called—like, what his job was—he was what they called a "scheme man." Okay, he was a schieman. What the schiemen did is they came into a company, and their whole job was to come up with the offer. That was the most important part, which is the offer. Now, to show you the value—even in, like, the late 1800s, early 1900s—the value of becoming a ski man, the person who actually creates the offer, Claude Hopkins back then was paid

$52,000 a year in 1907. Okay? Now, the equivalent of that is $1.39 million in today's dollars. They paid this dude over a million bucks a year to come in and be like, "This is where your offer is." Okay, and most of you guys never even think about this; you just kind of go off and do whatever. I'm not going to—I'm excited. Stepen Larsson's going to be talking in two presentations. He's going to go deep into a whole bunch of really cool offer stuff with you guys. But we understand, like, this is the value of the

most important part of the offer. You have to understand that it is so valuable that back then, they paid people that much money to come create offers for them. Okay? So, it's worth your time to start figuring these things out. Now, I want to kind of talk about what an offer isn't for a minute, because most people in business think about, like, "What's the product I'm going to create?" Okay? And the biggest problem when you create a product is that when you have a product, it is a commodity, and anybody else can create it, right?

And if you have a product and it's a commodity, when you're trying to figure out how to sell it, the only thing you have, like, as leverage, is price, right? Okay? That's why when you go to Amazon, like, if someone's selling the thing at this price, it's like, "Oh, well, if I'm going to beat him, I’ve got to sell it for less," and I’ve got to sell it for less and less and less and less, and like, it's a race to the bottom, which is the worst type of business to be in, by the way.

Okay, Dan Kennedy told me when I first got started 14, 15 years ago in this business, he said that there is no strategic advantage to being the second lowest price leader in town. So, if you can't be Walmart, there's no sense in being the lowest price leader in town. But there’s a huge strategic advantage in being the most expensive person in town, right? So, if you're creating something, like, you can create a product and become a commodity and be racing to the bottom, or you understand how to create an offer which decommoditizes you. I'll show

you here in a minute, and it makes it so you can charge whatever you want, okay? So, that's kind of the key you have to understand. So, a product is like one singular thing; an offer is when you take a product and bundle it with a bunch of other things to increase the value and to make it unique and separate and different. Right? If I would have sold this as a digital marketing event, there's like 800 digital marketing events you could have gone to, right? Why did you guys fly here in the middle of the

rain? It's because it's different, right? It wasn't just a product; it's not a marketing event. It's a whole bunch of other stuff. When you bought ClickFunnels, most customers didn't buy because, like, "Oh, here's software that builds websites." There's tons of software that builds websites, right? We created irresistible offers and bundled them together to make you go crazy to come and buy and to come here and do things, right? I spent a ton of time focusing on how to create an offer. Now, one thing you have to understand: there are basically two ways to make your

product the cheapest in town. The best way to illustrate this is the first way, which is obvious, right? If you want to be the cheapest product in town, you have to decrease the price, which again, funnel hackers don't do that. Okay? We should make a T-shirt that says, "Funnel hackers do not decrease prices." Okay? If you decrease the price, you become cheaper than somebody else. The other thing is if you increase the value of what you're offering, then you become cheaper, right? Okay? Because if I sell you something and it's worth a million... Dollars, and

I only sell for a th that's cheaper than the person who sells you something for a th000 bucks. It's worth a th000 bucks. Does that make sense? Okay, so I can either decrease the price or I can increase the value to increase the value of the thing. If you look at this, it's interesting. I had this conversation with my kids the other day, like, um, how much money you make is 100% tied to how much value you give; it's 100% correlation. So my kids were asking me—my kids are cute 'cause they're the age where they're

trying to start figuring things out—and one of my sons, Bowen, was like, "Dad, it doesn't make any sense. This guy over here, he's one of our friends. He's like, he's a doctor, and he's way better than you, but you make way more money than him. How come?" And I said, "Well, you get paid based on how much value you offer." He's like, "But Dad, he operates on people. That's way more valuable than what you do." I smiled and said, "It's definitely more difficult; I can't imagine that." But I said, "You don't understand. He's only able

to operate on one human being at a time, so he's offering insane amounts of value for one person. Because of that, he gets paid really, really well, but it's finite. It's as big as it can be. I was like, I'm able to offer value to 4,500 people or 76,000 people or a million people because I create something of value, and I can create and sell so many more times." So I said, "That's the reason I'm able to make more money than doctors—because of how that works." I kept explaining this to him. I told him, "Look,

if you want to get a job, you get paid based on how much value you have, right?" Okay, so like, if you get a job at McDonald's and they're paying, you know, whatever, what's minimum wage nowadays, eight bucks an hour? I'm like, that's how much value you're getting. I was like, "But if you go and you can create something, you can do something bigger, the value is so much higher, and you can get paid more money for that." Okay, and I was trying to explain this to a kid, which is really fun. So the whole

name of this game is you're creating funnels, and you're figuring out your hook, your story, your offer; you're trying to increase the value, okay? So the offer increases the value of whatever it is you're trying to sell. So I'm going to show you some practical life examples. The first one here is dating. Okay, now, when I met my beautiful wife, Colette, the very first time, there were tons of men who wanted to date her. I was just a product. I'm like, "Hey, I'm wearing baggy pants, and I have a shaved head and glasses." That was

the best I had, right? There were much better-looking dudes who dressed nice and all sorts of stuff. I was like, if you're looking at me in a lineup, it's like, "Man, there are much better offers out there—much better products," right? 'Cause I was a commodity at that time. So it's like, okay, if I'm going to convince my wife to marry me, who's way more beautiful than me, what do I got to do? It's like I have to create an offer. I have to make this better, right? And this is true for any of the single

men who are trying to figure out how things work. Like, you gotta bundle, right? So if I'm like, "Hey, do you want to go on a date with me?" and she's like, "I got asked by four other people this week." I'm like, "Hey, this is the deal: I plan a date. It's going to be amazing. What we're going to do is we're going to go to dinner. What's your favorite place to eat? Oh yeah, we're going to go there! And then, what do you like to do?" We like plan an actual date and make an

amazing offer. Then, she's not judging me versus somebody else's product versus product. She's like, "Oh man, that experience seems amazing," right? And the offer is better. So, um, when you're dating, it's the same thing, right? When you're business partners, when Todd came to me as a business partner, he had so much value. It wasn't just like, "Oh, I'm a programmer." It was like, "I'm a programmer who can turn your dreams into a vision, into reality! I can do this! I can do this!" And all becomes this amazing offering. It's like, "Oh my gosh, I can't

say no. The value gets so big," right? Okay, so it works in dating; it also works for movies. How many of you guys are pumped to see this movie next week? How many of you guys have no idea what movie this is? Okay, so if I came up to you and I was like, "Hey, Captain Marvel's coming out next week! Who wants to go with me?" This room is fine. If I walked into a normal place and said, "Who wants to go to Captain Marvel with me?" they’d be like, "Uh, like, this is the deal.

Okay, Captain Marvel's coming out. I'm so excited to see this movie!" So I'm so excited. What I did is actually it comes out… It comes out on my birthday—March 8th is my birthday. That's the day it goes live, but the night before they're doing a private screening in Boise. I saw a commercial for it the other day, and on the commercial it said, "Hey, the movie's coming out; make sure to book your tickets now." I was like, "Oh!" So I went to the little app, the Fandango app, and I looked at the theater. There's only

one theater playing it at 7:30 the night before, and half of the theater's taken. I was like, "Oh my gosh, half the theater's taken!" So, I bought the other half. Okay, this is a true story. Clutch is like, "Why do you keep buying all these tickets?" I'm like, "I don't know. I'm sure someone's going to want to hang out with me." So I was like, "This is the deal: you can come to Boise with me, and we're all going to go together. We got half the theater just for funnel hackers. It's going to be amazing!"

Can you believe it went from a movie like a $20 movie to this experience, right? And then, ahead of time, we're going to go to my favorite sushi restaurant. There's a roll called the Rattlesnake roll, and it's like this little Podunk strip joint in Boise that seems kind of weird, but they literally have the best sushi on planet Earth. I always bring people in, and they're like, "Oh, yes, Boise sushi!" And then they have it, and they're like, "Oh my gosh, this is the greatest sushi I've ever had!" I'm like, "I know! How many of

you guys have been there with me? A couple? Yeah, it's insane!" So what we're going to do is we're going to go sushi first. I'm going to introduce you guys to the Rattlesnake roll—best roll on planet Earth. Then we're going to have a separate funnel hacker section, and we're going to watch Captain Marvel together. The third thing is I'm going to buy costumes for each of us, and all of us get to pick somebody. It's going to be amazing. And then, fourth, after it's done, we'll come back to my house, and then we'll just goof

off. We'll play wrestling, we'll play on the trampolines, and stuff. It'll be amazing. Okay, how many of you guys want to come to that movie now? Yeah! So you see how I increased the value? It went from like, "Ah, I'm going to go to the movie," to like, "Oh my gosh, I'm going to book a plane ticket and we're going to fly there tonight!" Right? Just by increasing the offer. Okay, so if someone's not buying your thing, it's because your offer is not good. How do you increase the offer? How do you make it better?

Okay, always think, "How do I make it better? How do I make it better?" Okay, we have a product we sell right now. It's two pieces of paper that we sell for $1,000. How many of you guys will give me $1,000 for two pieces of paper? My die-hard fans! Thank you! All right, well, we literally do that. I have two pieces of sales scripts—our high-ticket sales scripts—two pieces of paper we sell for $1,000. And if you look at that, you're like, "I would never pay $1,000 for two pieces of paper, Russell," and most people would.

But I'm like, "These two pieces of paper, guess what they are? This is our high-ticket sales script! Okay? To date, we've done just short of $30 million in sales with these two pieces of paper. You have someone pick up the phone, they read this one, and then they read the other side, and then they give you money! It's amazing. It just works every single time. And I didn't make it up. People have been using it for years; there's been billions of dollars in sales tracked back to these two pages. The person I know in the

world who's the best at this is named Robbie. In fact, Robbie's here in the room. Where's Robbie at? He's here somewhere; he's probably out doing something. Robbie is the one who showed me the script initially, and he trained me, and he trained our sales guys and our whole team, everyone, okay? So for the $1,000, I'll give you two pages, but then I'll also give you Robbie in a box! So how would you guys like Robbie to make videos, training your entire sales team just for you? It's amazing, right? So you hire salespeople, you give them

these two pages, you say, "Watch the videos of Robbie teaching you." They watch those for like three hours, and they come out as ruthless salespeople who can sell anybody anything, right? And then you're like, "But that's cool, but I don't have any ads." I'm like, "Okay, how about this? I will give you the ads we run, and I'll give you the funnels I run. I'll give those to you as well, right?" And then, how about I can hook up a call where you can jump on the phone with Robbie for 30 minutes? He'll train your

salespeople one-on-one and make sure to customize the script specifically for you. Now, how many of you guys would pay $3,000 for that offer? Okay, you see how it works? It went from two pieces of paper to I bundle it all, and it's like, "Oh my gosh, I have to have that!" Okay? If people aren't buying, again, always hook story offer. If it's your offer, it's because you don't have enough! To figure out how to make it better, how do you increase it? Okay, one Funnel Away Challenge, the same thing. This is a challenge where you

get to jump on a coaching call every day for 30 days. See the energy? Like, oh, now let me tell you all the stuff you get. The first thing you get is you get the big old box in the mail. Inside the box is a book called 30days.com, where 30 people of our Two Comic Club winners each wrote a chapter about how they got into the Two Comic Club. Then there are videos of them showing behind the scenes of each of their funnels. On top of that, you're going to get 30 days of video from

me, then get 30 days of video from Julie Sto, and then on top of that, Stephen L. come on every single day and yell at you to make sure you actually get the stuff done. By the time they're done, your funnel is going to be finished. We go on and on, and all of a sudden, this is like the most irresistible offer of all time. Okay, the first challenge had 7,500 people sign up for it. My goal is to get 10,000 people a month signing up for this challenge. We keep making the offer better and

better and better. Okay, if you want to sell more stuff, figure out your offer and make it sexier. Increase it. Make it better. Okay, so the question then is, well, how do you do that? Some might say, "I sell this thing; how do I make it sexy? How do I make an offer?" The fastest way to increase an offer is to bulk it up by adding other types of information products. So I'm going to go through a couple of ways you guys can create quick information products to bulk up any offer without actually having to

write a book. Does that sound like fun? All right, cool! So I'm going to go through three different things you can do. Number one: there are written words, but I'm going to show you how to do it without actually writing any words. Number two is audio, and number three is video. This will give you guys ideas, so no one can ever say, "Well, I can't create an offer." Russell, you can with these things I'm going to show you. You can create millions and millions of offers. In fact, if you start looking at everything I do,

you'll notice it's always one of these three things I'm using to bulk up my offers every single time. Okay, so the first are written things. The first thing I want to show you guys is how many of you would love to have a book, but you don't want to write a book? Okay, books are the most painful part of everything I've ever done, ever, by far. So, this is a book—there was a crowdsourced book called Chicken Soup for the Soul. How many of you have read Chicken Soup for the Soul? Okay, how many of you

have read one of the like 8 million versions since then? The most amazing thing about this book is that the authors who wrote this book didn't actually write any of the words in the book. Isn't that great? Yet they still made millions and millions and millions and millions of dollars! Okay, the other day, my son came into my little office, and he saw this book. He said, "Dad, is that your new book?" I said, "Yeah." He's like, "You wrote another new book?" I was like, "Well, kind of." He's like, "What do you mean, kind of?"

I said, "I wrote the title, and that was it." He's like, "Did you cheat?" I'm like, "No, I didn't cheat. I had 30 people who got Two Comic Club Awards write how they would get into the Two Comic Club if they could do it again." He's like, "And then they just wrote the chapters?" I said, "Yeah, and I put it in a book, and then we sell the book." He's like, "But you didn't write anything?" I'm like, "I wrote the title! It's a really good title!" And he's like, "I don't think that's a real book,

Dad." I'm like, "No, it really is." Okay, how many of you inside whatever business you're in could find a whole bunch of experts in whatever it is, and you could write a book like this? This book alone, when we did the very first launch of the One Funnel Away Challenge, we gave this away, and we closed it down for like four months. People were auctioning these things off. Someone sold one for over $500 on eBay! People were going crazy for this book. Right now, when we launch One Funnel Away Challenge again, like you guys get

this book, and people flip out. People buy just because they want the book! I didn't write a word of it, okay? So think about this: how could you guys, like Chicken Soup for the Soul, trailblaze that for us? How could you guys do that same thing in your market? Find people around you and say, "Hey, let me interview you. Let me interview 30 or 20 or 10 of you and put it together, make a book." There are a million things you can do with that, but it's a fast, easy way to create a book without

actually having to do it. Okay, the number two way to get written books really fast is to compile examples of stuff. How many of you have... "Read my 108 Split Test book. Okay, this is literally just screenshots of 108 of our split tests, and people go crazy for it. Okay, how many of you guys are doing stuff in your business, or whatever it is you do, that you have like this byproduct? We weren't planning on selling this; we were just doing split tests. It takes screenshots of the split test, and eventually, like two years later,

we thought we should just put these all in a book. We just compiled a whole bunch of examples, and we sold it. Okay, this right here: how many of you guys are members of Funnel University? Every month, we find a couple of funnels, we compile them, talk about them, and show them to people. They're not my funnels; they're other people's funnels. We just find the cool ones, show them, and put them in a newsletter. Okay, how many of you guys have seen this book, The 74 Funnel Swipe File? None of you guys have seen it

yet? Another product coming out soon to a funnel near you, right? Same thing—we're just compiling cool stuff. How many of you guys have seen cool stuff before? All right, you should just compile it then and make a book, and then it's amazing! More people probably read this book than my other books I spent years slaving to write, and they're like, 'Oh, this is way better!' Okay, one of my favorite ones—this is kind of a tricky one: have you guys ever heard of the public domain? This is where Walt Disney got all of his ideas, by

the way. He never wrote anything; he just went to the public domain and thought, 'Oh sweet, someone wrote a story about Beauty and the Beast' or 'about the Snow Princess,' about all these things. He found these public domain stories and produced movies out of them. Okay, anything that was written pre-1923 in the United States is in the public domain. You can republish it as your own. Okay, one of my friends, Matt Fury, he took this old 1914 wrestling course of Farmer Burns, published it in a book, and made over a million dollars selling that course.

Okay, you guys read Think and Grow Rich, Master Key Systems? Tons of the books that you guys know and are aware of are all in the public domain. You can republish them. So, there are two places I go for public domain stuff. Number one, I go to gutenberg.org. Everything on Gutenberg.org is in the public domain. They just published—there are like 50,000 ebooks there. You can find one in your market, take it, and republish it as your own. The second secret, I go to eBay. In the non-fiction book section, you can search by years, so I

search by year, and I start typing keywords in my market. You'll be amazed at how many amazing books have been written that people are selling on eBay for $150 that you can then republish and sell for whatever you want, bundle inside of your offer to quickly get amazing books. Okay, so those are three fast ways to make books: crowdsource them, compile a bunch of examples, or go into the public domain. Okay, now here's a concept I need you guys to understand as we move from the first three to the next three and beyond. This will

make this whole process simpler for you. Okay, the concept is this: people will spend more money for the exact same content packaged in a different way. I say it again: people will spend more money for the exact same content packaged in a different way. Okay, when I first started this business, I remember going to events like this, and it seemed like every single time, some speaker would say, 'Who here has read Think and Grow Rich?' By the way, how many of you guys have read Think and Grow Rich, which is in the public domain, by

the way? So you guys can all republish it—make Think and Grow Rich for dentists, Think and Grow Rich for surfers, Think and Grow Rich for whatever. Anyway, it’s there ready for you. But, anyway, I kept hearing that, so I went and bought the book. I was so excited to read this book that I put it next to my bedside and it sat there for months and months and then years. And every time I went to an event, people asked, 'Who has read Think and Grow Rich?' I raised my hand, thinking, 'Well, I actually read it.

I have it! Someday I'll read it.' One day, I remember feeling guilty. I went on eBay and typed 'Think and Grow Rich CDs.' Someone was selling the CD course of it, so I bought the CDs, got them in my car, and for the next three weeks, I started listening to Think and Grow Rich in my car. Now, what's interesting about this is the book Think and Grow Rich cost me $9.97 on Amazon. The CDs cost me $97 on eBay. So, I literally paid ten times more money for the exact same thing packaged in a different

way. Was there any difference in the book and the audio? Literally, word for word, some dude read the book, and then it became CDs, and I spent ten times as much! Okay, this is a lesson for you guys. How many of you guys read the DotCom Secrets book? How many of you guys read the Expert Secrets book? Why are you here then? Everything I know is in those books! Like, I got nothing else. Oh, because it's packaged in a different way. Does that make sense? When you guys all understand that, like what you have, you

can package in so many different ways." Of the experience, how it's being fulfilled, all those things shift the value of it. Right? This is way more valuable than a $10 book. This experience of being here got all of that. Alright, so let me shift over to audio now. Okay, so this is a book that we republished. This is in the public domain; it's called **The Life Work of Farmer Burns**. I had my father-in-law get a microphone out, he read it, we turned it into a CD, and we started selling it. This was probably 10 years

ago. We started selling this book on CD. So you can find a book and you can read it; you can have somebody else read it; you can find a book in the public domain—you can find something like that—and you can make an audiobook. It's a very simple, easy way to do it. Okay, number two is you can interview others. So this is—this is a book. How many of you guys have read this book, by the way? I know all our Two Comic Club X members—I sent you guys a copy of it! Everyone's like, "This thing

is bigger than the phone book; it's one of the best books ever!" I remember when it first came out, David Fry—where's David at? Yes, so David got it and he's like, "This book's amazing!" Then he called Vince James, the author, and he interviewed him for a whole bunch of stuff, and he made a whole audio course out of it. And Dave's a genius! I was like, "I should just do what Dave did." So then I called him up and I was like, "Hey, can I interview you too?" And he was like, "Sure." And so I

interviewed the guy who wrote this book—the guy who, when he was a 28-year-old kid, made $100 million through direct mail selling supplements. I called him on the phone and I interviewed him. He let me interview him for six hours. When it was done, he was like, "You can have the rights to the audios; I have the rights to do whatever you want with them." I'm like, "Sweet!" And then, like, two years later, I launched it, and this actually became my very first ever Two Comic Club funnel. I made a million dollars selling the interviews of

the interview I did with this guy who wrote the book! Is that amazing? So how many of you guys have ever read a book before? How many of you guys could call the author and be like, "Hey, can I interview you?" And some might say, "Oh, he's too famous; he wrote all these big books; he's never going to interview me." Okay, I'm going to tell you the life of an author. If you guys really want to know how it works, they geek out on the topic. They spend their whole life writing this book, and they're

so proud of it and they're so excited, right? Then they tell their spouse, or their family, or their friends, and they're like, "Okay, that's weird," and they're like, "Oh, nobody cares." Then there's an audience who gets the book and they love it, and they read it and they're like, "Oh, my people!" They read it, right? And then somebody calls them like, "Hey, that book was amazing; can I interview you?" The person's like, "Yes, you can!" Just so you know, they want you to talk to them; they want to share their stuff. This does not happen

enough. You can go to Amazon and find the top 10 authors of books in your market. I guarantee you, nine out of ten, you could get on the phone for free that fast! Okay? Or you could actually—I don't know if Jason Flad here this year, but Jason gave me an idea that was brilliant. He was doing an offer—this kind of ties back to the story we'll talk about here in a minute—but he was doing an offer; he was selling a funnel course and he was like, "I want to interview someone who did e-commerce funnels." So

he's like, "Well, Trey Luell has got the highest grossing e-commerce funnel right now inside of ClickFunnels. I want to interview Trey." So he calls up Trey, he's like, "Hey, can I interview you?" And they're friends, and Tre's like, "Sure, man, you can interview me." And Jason's like, "Well, I need to wire you some money first." And Tre's like, "No, don't worry about it; I'll do the interview." He's like, "No, no, no, I need to wire you money because otherwise, there's no value in this interview." He's like, "Whatever." So Jason wires him—I think it was $5,000—he

does the interview, and then when you see when Jason's selling his product and does the stack, he goes through his stack, he's like, "Number one, number two, number three—he's like, 'Number three right here, you see this? This is the guy! He is the number one e-commerce seller in ClickFunnels. He had a funnel to $20 million in six weeks selling flashlights, and I wired him $5,000 to interview him because I wanted to find out the— I mean, he does interviews, but I wanted to find out the real stuff.' So I paid him $5,000 to interview him."

And that interview, you guys could have, all of a sudden, that bullet point in this stack slide went from, "Oh, it's an interview; that's worth $5,000." Now the value instantly shoots up, right? So interviewing people is huge. In fact, when I launched the 10X Secrets course, I had my offer and it was good, I was like, "How do I make this sexier?" So the first thing I did is I interviewed a bunch of people. I interviewed this man. Right here! Where's my...? Everyone loves my in, yeah. Anyway, I my in, I have a bunch of

people whom I learned how to close from stage. I interviewed all of them, plugged that into the course, and increased the value of the course. Okay, so interviewing people is huge for any product. I don't think there's a product I put out where I didn't interview people. I do it, even if it's my product. I'm like, "Who are the 10 other people I can interview who have done something similar?" Because all those things increase the value of what it is I'm selling. Okay? And then the last audio one is compiling hard-to-find podcasts and audios. Like

that. Okay, if I told you guys, "I'm like, hey, my favorite podcast is Mixer G, you should go listen to it," how much value is in that? Not much, right? But if I was like, "Okay, there's this one interview that Andrew did, and in the interview, he started talking to the guy and literally, the guy showed three different websites that were the key to blah, blah, blah, blah, blah." I listened to those things, found the websites, and I never knew they existed. I started doing the thing, and that's how we got ClickFunnels to do whatever,

right? If I tell you that, you're like, "Oh my gosh! I want to hear that podcast." Like, "Cool! When you sign up for my thing right now, I'm going to give you a link directly to that podcast episode so you can find it." Okay? You curating stuff for people—there's value in that. Okay, YouTube videos: I've done it tons of times with opt-ins, where they're like, "Opt in here to get a free video from Robert Kiyosaki teaching the number one tax strategy for middle-aged Americans." I just found a video on YouTube of Robert Kiyosaki teaching the

number one thing on whatever, and that's what I give people when they opt in. Okay? So, you curating stuff you think is cool can be bundled into offers as well. Okay, so there's the audio ones really quick: audiobooks, interviewing other people, and compiling hard-to-find audios is a big thing. Last, I'm going to go through really quickly is video. Okay? There is a program—how many of you guys here use Windows? How many of you guys use Macs? Holy cow! Alright. Okay, there's a program if you are using... um... if you are using, uh, if you're Windows,

you should be using Camtasia. If you're using Mac, screen flow. This tool has made me—and probably most people—more money than anything else on Earth. It just records whatever's happening on your screen. So, you make a presentation or slides. Literally, the very first version of The Funnel Hacks training, the one that got us from 0 to 10,000 customers, I had a Word document open on the screen with my notes, and on the right-hand side, I had a little picture. I just clicked record on ScreenFlow and talked for an hour as I read through my outline. We

did like $10 million plus in sales, and that was what the product looked like. "But Russ, I don't have a professional video studio!" You don't need one. Just get a microphone, ScreenFlow or Camtasia, record your screen, have a presentation, and just teach it! Okay? It's super easy. It's simple. It's like the easiest thing in the world to do. Okay? The number two video thing is just get your iPhone out. Um... literally, you can get your phone out and just make videos where... where's Rachel at? Is she in the room right now? We were on... ah,

there you are! Did you finish the course, by the way? Can I talk about that? So Rachel and I were on this little cruise thing after the 10X event, and she came to me. She's like, "I have an idea! It's going to be a course called Selfie Secrets! Am I going to ruin this?" And I'm going to record the whole thing on my iPhone. Then she, like, the next day recorded an entire course on her phone, teaching the entire course, which is amazing! And it was all on her phone. Okay? So how many of you

guys have a phone? You have everything you need! Alright? Okay? And you guys should all buy her course when it goes live! Alright? And the last thing is, like, you should throw a workshop teaching people stuff. You don't have to speak; bring other speakers to teach for you. Okay? Um, when I first got started, I didn't have any product to sell. So the first thing I did was throw a workshop, and it was really exciting to have a workshop. I was pumped about it, but I had nobody coming. So I emailed my tiny list at

the time and said, "I'm doing a workshop; it's $55,000 a ticket." And then the first day, nobody bought. The second day, nobody bought. On the third day, one guy bought, and at first, I was like, "Yeah!" But then I was like, "Oh crap, now I have to do a workshop, and there’s only one person coming. This is awkward." Luckily, two other people bought, so we had three people. I was like, "Okay, now we have a workshop with three people." I called everybody I knew—my friends, my family, everybody. I was like, "Okay, I'm doing a workshop.

People paid to be here; you have to come, and just sit in the audience, and don't tell them you didn’t pay because I need this to look good on video, or it's going to be super embarrassing." And so we set it up; we had it all set, and it wasn't like this. It was really... Bad. Um, we literally had Curt. Uh, the windows behind me were too bright, so we got, um, sheets from the bedrooms and electrical tape. We put sheets over—like, it's so bad—but we recorded, and that became the very first course I ever

sold. It was the videos from us at the Holiday Inn with the electrical tape over the sheets literally behind me the entire video. Um, and it looked amazing! Okay, so throw a workshop even if nobody comes to it—or just invite your friends. Do something at your house, bring people in, just record yourself teaching your thing, and you can bundle that in really quickly. Okay, so for videos we've got screen captures, iPhones, and workshops. So here's a real quick recap of the nine ideas: crowdsourcing, books, compiling examples, public domain audiobooks, interviewing, compiling hard-to-find audio, screen captures,

iPhones, and workshops. Okay, tons of easy ways to do that quickly. Okay, so doing now is I want to actually, um, I'm trying to think if we should do this or not. I'm going to let you guys do this on your own, but in your paper that I handed out, I have this little section here for you guys to figure out what are potential products I could bundle inside of my offer. Okay? And, um, this is something we do all the time. Every time we have a new product come out, we talk. I talked this

last year. We have bat meetings, where we literally send out a bat signal to everyone on our marketing team. We all come on Zoom and, wherever they’re at from around the world, we get in front of a whiteboard like, “Okay, what could we create for this product? We could put this in it and this in it.” We start just dumping out as many different ideas as we can. Okay, so now you guys have, like, “Let’s say I’m selling this product. What else could we do?” Oh, we could interview this guy, I could compile these things

here, I could do this, I can make a video, I could do a workshop. We can do all these things you can quickly create to turn this into an offer. Okay, now really quick, I guarantee I know the number one thing going through some of your heads right now is like, “Well, Russell, that's cool for all the coaches and the consultants and the info product people, but not for me. I'm different; I sell real stuff. Right? I sell physical products. I have a local business.” Or whatever your excuses are right now. And I want to

shatter these excuses, um, because the biggest thing that's going to keep you guys from having success over this week is the thought of, like, “Oh, well this doesn't apply to me.” Okay? I'm excited. Um, I think either tomorrow or the next day, we're going to have Jamie Cross, who's going to be coming up here and speaking. Yeah, Jamie's amazing, because two years ago she came to Funnel Hacking Live. She was sitting in the audience, and she sells soap. Okay? And I was on stage talking about webinars. I'm doing this whole thing about webinars and stories,

right? And every other e-commerce person, I'm guessing in the audience is like, “This is not for me because I sell physical products.” And Jamie said, “How can I make this work for me?” Twelve months later, she was on stage giving the Comic Club Award. Twelve months later, she's on stage sharing her story with you. She took this concept of the webinar and made an e-commerce webinar. She didn’t say, “This isn’t going to work for me.” She said, “How can I make this work for me?” And shifted some things that made it work for her and

blew up her company. I'm so excited for her to tell her story. Um, but I want you guys to think of the same thing, okay? So I'm going to do an example right now. This is a product that I sell. This is a physical product called Von. How many of you guys have ever seen this before? The three people on my team? Alright, so back in the day when I launched 15 companies in a year—which is a horrible idea; don't do that—one of them was this thing right here. I had a friend who had this

company, and he was getting in trouble, and this little machine here, um, if you start getting a cold sore soon, you feel it tingle. How many of you guys get cold sores? You feel it tingle; you pull this out. If I can open it... This is a new one, so the seal hasn’t been cut yet. Alright, then you peel the seal off. Alright, so when you open this thing up, um, when you feel a cold sore coming on—come on, there we go—you open it up, and there's these two little electrodes, okay? And you take it

and you push the button, and then say a cold sore, you put it on your cold sore. And somehow, I don't know how scientists figured it out—it's actually patented and everything—it goes in and like zaps the cold sore, destroys it, kicks it in the face, and destroys it, and the cold sore never shows up. Okay, is that awesome? How many of you guys want one of these right now? Really, I got to get my funnel back up. Anyway, so this is a physical product I sell, right? And you're like, “Well, Russell, this is, um, this

is— you know, I don’t sell, I don’t sell information; this isn’t going to work for me.” But imagine if I did this. How do I turn this into an offer? Okay, this is a physical... Product? It does what it does. It's just a thing, okay? And the guy who I buy these from, he sells it to other people, so it's not like I'm the only one—it's a commodity. There are like 30 other people that sell the same thing; only mine's better. Um, okay, so for me, how do I compete against everybody else? Well, everyone's got

the exact same thing; it does the exact same thing. So, I have to turn this from a commodity into an offer. Because if it's a commodity, I have to be like, "Okay, he's selling for $150; I'm going to sell for $130," and then the next says also $120, like crap, $110, $105—boom, boom, boom—soon it’s like $9.95, right? Retail. Okay, that's the problem. The problem with products or commodities is, I can say, "Okay, this is amazing; this helps with cold sores." But what else could I do with cold sores? What else could I do? I could

go on Amazon and be like, "cold sore cures and remedies," and I guarantee there are people on Amazon who have written books on how to deal with cold sores. I can message one, like, "Hey man, you are the definitive expert in cold sores. Can I interview you to talk about all the tricks you know to prevent cold sores from happening?" I'm sure there’s stuff in your diet and exercise. Right? Like, "Oh yeah." So, I get him on; I interview him. Now it's like, "Hey, when you buy from anybody, you get the same thing, but you

buy from me, you get the cold sore inhibitor plus you also get the interview with this dude over here, who's the number one highest-rated Amazon author of a cold sore book. You get his book as well, plus my interview where I actually interviewed him. And then, number three, there are seven supplements I found that help get rid of cold sores. Seven. There are a whole bunch of people who claim the supplements work, but there are actually seven that do, and there are two that work almost instantly; the second you feel a cold sore coming, you

pop any of these two pills, and it’s gone instantly. Okay, and I wrote a report about those because I want to make sure you get the right ones. If you get the wrong brand, you are screwed. So I'm going to show you the seven supplements as well. So you get the cold sore inhibitor, plus you’re going to get the interview with the number one expert in the world, plus you're going to get the seven supplements—the actual brand names, where to buy them, how to get discounts on all the seven supplements. And the next thing you’re

going to get is blah, blah, blah, blah, blah. Right? I just take a physical product; I’m bundling information around it to increase the value of the thing. Okay, so it doesn't matter if you're selling information or not; if you're selling a physical product, it's the same thing. Information is the easiest way to bundle this, right? The problem with those infomercials is the only way they bundle is like, "If you call now, I'll give you another one for free." Right? That’s what almost all e-commerce people do. It's like, "Ah, that's good," but it’s like, now I

got two of these things. So, if I have cold sores, I can have one in my house and in my office. That's kind of weird, right? But if I bundle the information product, it doesn’t increase the cost for you at all, but it dramatically increases the value. Okay, now when I'm competing with the 30 other people selling this, I can sell it for higher, and people will still buy from me versus everybody else because my offer is better than theirs. Okay, another good example of this is my friend Mr. Steven Lson. How many of you

guys know Steven? So this is a good example for any of you who are like, "I'm here, Russell, but I don't have a product yet." So, Steven has his own products, but he's also an affiliate for ClickFunnels; he's an affiliate for a bunch of other things. Right? And so, we did the One Funnel Away launch and the TXS launch, a couple of other things. He said, "Okay, Russell already created an amazing offer that he's selling, but there are like a thousand affiliates who are all selling this product as well." Right? He said, "So, how do

I compete against this?" He said, "Okay, well, here’s Russell’s offer. How can I make my own offer to make it better?" People are always asking, "How do you make money as an affiliate?" Russell, the first thing you do is you don't sell the product that they're already selling. Like that’s like a "buy Russell" thing; that’s like number one on your list. And it’s like, "Now I need to make my own offer." Okay, how many of you guys bought the One Funnel Away Challenge from somebody and then bought it again from Stephen later because you wanted

his bonus? Okay, how many of you bought twice from Stephen because you wanted the new bonus the second time? Okay, there's a lesson in this. So even if you don't have a product yet, that's okay; find someone else with a product, and then how can I now make an amazing offer? What can I bundle together to increase the value of this offer so people buy from me versus somebody else? Or if they did buy from someone else, they'll also buy from me because my offer is so valuable. Okay, all right, so this is kind of

the exercise for you guys to start doing. is going through here and listing out all the different ideas you can have. Okay, so tonight, this weekend, with that paper handy, start writing out these things. Start putting them out there and start putting as many as you can think of. Make it like the biggest problem you can have is that you're kind of putting in your potential products. They’re going to make an offer, and it’s like, “Oh, that’s not going to work; that’s not going to work.” When you start to be creative, like when we first

did this, um, man, probably 12 years ago, we sat in front of a whiteboard and were doing this, and we were at a point where we needed a funnel to save us from everything. Right? It was like the bottom of everything. We had to make the most irresistible offer ever or else we were shutting the doors. So we sat there in front of the whiteboard, and I’m like, “Hey, what could we give them? Okay, they can fly to my house, and I will give them a massage and feed them food, and then we’re going to

do this, and we’re going to do that.” We made all this crazy stuff; we had it all on the whiteboard. Then, when we started saying, “Okay, what’s the offer actually going to be?” they were like, “Well, I’m pretty sure my wife would be mad if I have to put them in my house and give them massages. Let’s not do that one.” But it was there, right? It’s like, “What if we did this? What if we…” and then it gave us the time to brainstorm. From there, we started pulling things over to actually make an amazing

offer. Okay, anytime I create a new funnel or new thing, I’m always looking at creating an offer with as many potential things as possible. Then I can know what I’m actually going to create and pull them into my little stack slide. It’s like now I know what I need to create to increase this offer. Okay, all right. Now, one thing I want to mention as well, the reason why I have a whole bunch of things is because there’s more than just one offer in every funnel. You guys understand that. So I need a lot of

stuff that I can give away. Right? So if you look at this right here, there’s an offer on my ad. I’m trying to get someone to click on something, so I’m like, “Click on this thing. I’m going to give you a free report.” There’s an offer happening there. Luckily, that was one of my ideas I already created because I can pull it down; it becomes this. Right? Then they land on my landing page. I’m like, “I need their email address. I’m trading them. What am I going to have?” Oh, well, I have something up here

I’ve already created: potential products. “I’m going to give my interview with so-and-so; give me your email address, and I’ll give you the interview with so-and-so. Boom!” Right? There’s the next product. Then it’s like, “Now buy this product; I’m going to give you these five things.” Then my upsell is these three or four things. Okay, I think so many of us go into this thinking, “Okay, here’s the product I’m going to sell,” and we’re trying to build a funnel around it. It’s like, no, no, no. Understand this: you’re looking at it more like, “How do you

serve your customer?” and “What are all the things you could possibly give them to do that?” Then you’re breaking it down into the different parts of the funnel. Okay, all right, so come back to the hook, story, offer. So that was the offer section of this part. Okay, it’s the offer. Now we’re going to move backwards to the story. Okay, so the question then is: why are stories so essential to this? Okay, stories also increase the value. Okay, now, a couple of things I want you to understand. Number one, for someone to change their destiny,

they have to make a decision. Okay, this is true first off for all of you, and second off, it’s true for all the people you’re serving. Okay? For someone to change their destiny, they have to make a decision. Number two, for them to make a decision, you have to change their state. Okay? The best way to change their state is through story. So if I take that backwards, I’ve got to figure out how to tell stories so I can change people’s states. If I can change their state, then I can help make a decision that’s

going to empower them. And if I can help them make a decision that’s going to empower them, I can change their life; I can change their destiny. That’s why stories are so important. Okay, an offer without a state change is completely useless. If I was like, “Hey, who wants to go to the movie Captain Marvel this week?” like three of you would be like, “Yeah.” Remember? Then I tell the story, and you’re like, “Oh my gosh! I will mortgage my house to fly there for that experience.” Right? The story is what makes it valuable. Okay,

so the big secret is storytelling. We’ve talked a lot about this in our community. This is not unique, but I want to kind of go through this because the story is being weaved into every single thing we’re doing. Okay? You have to become better and better and better at storytelling. Okay? For all you guys in Expert Secrets, you know the next part of this, but I want to share it for those who may not or who are new. Okay? This is a concept we call the Epiphany Bridge Story. So the Epiphany Bridge. Is this the

thing you're thinking about as you're trying to figure out how to tell your stories? Okay, so the Epiphany Bridge—this is you back before you were whoever you are now, right? This is back when you were in your normal life, before you figured out whatever it is you're so passionate about today. Right? So, for me, before I learned about this whole funnel thing, I was just at my house, hanging out, doing nothing—like, that was me. And then something happened, right? Where you have this "Aha!" moment. You're like, "Oh my gosh, this is the thing! This is

the thing I was meant to do! This is what I’m supposed to be doing!" Right? And then what happens is you get so excited by that thing; you have that moment. Okay, for me, it's happened tons of times in my life, right? I think about when I was wrestling. Like, you’ve got my parents who are here in the front row. I used to come home from school every day; I would eat Rice Krispies and Cheerios and watch TV, right? Then in eighth grade, my dad made me sign up for wrestling. I didn't want to be

a wrestler; that seemed like too much work! I just wanted to watch TV! But he made me go, and I had a good time wrestling. I was like, "Okay." The next year, I remember my very first—the year was ninth grade—I had a chance to make it to the JV team. I remember I went to weigh-ins; I was so scared and so nervous. I go to weigh-in, and the guy that I'm wrestling has a mustache. I still to this day cannot grow a mustache; I don't know why. Anyway, I remember looking at this kid. I'm like,

"He’s got a mustache! He is going to destroy me!" And I got so scared. I went to the match, and I remember getting in the stadium. It’s the JV match, so the only two people in the audience were my mom and my dad. I’m like, "God!" I get out there, I shake his hand, and I’m like, "How did you grow facial hair in eighth grade? Oh my gosh!" And so we start wrestling, and somehow, I don’t know what happens, but at the end of the match, I win! I stand up, and my hand gets raised.

I look over at the guy with the mustache, and his head's down. I look at my mom and my dad, and my dad’s freaking out. And I was like, "This day is the day I became a wrestler." That was my moment, right? And then the only thing I thought about for the next decade and a half of my life was wrestling, right? The same thing happened in business. I remember I was trying things, trying things—like I remember when it hit me. I was like, "This is my thing! This is what I'm going to do for

the next decade of my life!" Okay, my guess is most of you guys have had that moment. That's why you're probably here trying to figure out the rest of the story, right? So that happens, and then we go on this amazing journey. We're like, "This is amazing!" and we start studying everything. We start learning; we start geeking out. And then the worst thing in the world happens to us: we start understanding why this thing’s amazing, right? And then we have a chance to try to sell somebody on this thing that we love, that we care

so much about. We're so excited, and the first thing we do is we take all this techno-babble—all this technical stuff we've learned—and we spew it out upon them. And they're like, "Oh!" They get buried in this thing, and they freak out and run away. We logically try to sell them because we’re so logically invested in this thing right now. But the reality is that people don’t buy logically. You didn't buy logically; my dad didn't convince me, "You're going to love wrestling because it's going to be good for your health, you're going to get stronger muscles,

you're going to—it’s going to help you become more resilient in life." You know, all these things. That was the logic. Okay, what sold me on wrestling? Oh my gosh, that felt amazing! Something happened to each of you emotionally that got you in, okay? And so for us to be able to convince other people, we have to get rid of all the techno-babble, and we have to remember what was the thing, what was the story, what was the reason that got me started on this journey? And as you tell that story and you give people the

same epiphany that you had, that’s when you’re able to change their destiny, that’s when you’re able to help them, okay? So, that’s the Epiphany Bridge stuff. If you want to go deeper into that, I talk a lot about it in "Expert Secrets," but like—that’s the core of the story. For you, it’s not coming back and trying to logically convince anybody of anything. It’s remembering, like, "What was the reason why I got so excited about this?" Sharing that story is what gets people to connect with you, and then they’re going to have the same epiphany you

had if you do it right. And now you can change them; now you can affect them; now you can move them. Okay, all right. So there’s the story framework. Now, the next part of the story—you have to understand that when we are telling people, everyone already has a story, right? "Whatever it is, and so, um, if the story is positive, it's a really good thing for them, but if the story is negative, it's holding them back. Okay, so our job as marketers, as funnel hackers, is to look at that and say, 'Okay, this um, this

story they have, is it holding them back from what I know they need to be doing?' If so, like, that story is the chain of false belief; it's holding them back. Right? They have this chain of false belief; there's some experience, something happened to them that made them have these false beliefs. Okay, so there's experience. Because of that experience, they've been telling themselves this story over and over and over again. So for you, this is the people you're coming in contact with—they're seeing your Facebook ads, they're coming on your webinars, they're landing on your landing

pages, they're reading your emails, and they have these things. If you don't break these false chains of belief, no matter how hard you try, you will never convince them to follow you—it's impossible! Right? Because they have the story. So, the only way for you to break them from these false chains of belief is to tell them your story. And if you do this right, then your story trumps their story, and then your story becomes theirs. Okay, so I'm going to give you an example. This is my friend Devon; you guys met him a little earlier

today. By the way, do you love his socks? That was amazing! Um, anyway, so Devon last year comes in, he's like, 'Russell, this is amazing! I got an opportunity for you! It's going to be a ground-floor opportunity. It's going to be amazing! It's going to change the world! It's going to be awesome!' I'm like, 'Sweet man, I'm in!' So, Devon signs me up. He's like, 'Alright, your first thing you need to do is see Jim and Pam over there; you got to get them signed up.' I'm like, 'Okay, let's do this!' Okay, so I look

at it through this lens. I'm going to sign Jim and Pam up. Now, I look at Jim, and I'm okay—Jim has got some false chains of belief. There's some reason I'm not going to be able to get him to believe that he should join my network marketing opportunity. Right? What is that? He's got these false chains of belief, so I got to think, like, what did he experience that probably kept him from doing that? Like, did he have a friend or a family member come and annoy him, or did he already join a program and

just feel uncomfortable? What was the experience he had? Okay, so for Jim's experience, what happened is he had a friend named Michael Scott who just tackled him and forced him to be in this program, right? And he's like, 'Oh, that was a horrible experience! I did not feel comfortable! I did not like it!' And so because of that, he created a story inside of his mind. The story he created is that all network marketing programs are pyramid schemes. Okay, so that's the story he created. So I can come in here; I can tell him everything

I want about this ground-floor opportunity, the best product, the best technology, the best everything—no matter what I do, logically sell him; he will never break that story. It's not worth doing. Okay, I'm sharing the story for network marketing, but it’s true for every single one of you guys. I don't care if you're selling fitness, finance, products, services—whatever it is, this is what's happening. Your customers have a story already. Okay, so if the only way for you to break their story is to come in and tell a better story that trumps theirs. Okay, so if I

was going to Jim, I'd be like, 'Hey man, so why aren’t you joining?' He's like, 'Oh, this annoying friend! You bugged me! It was horrible! And you know, if I join, I got to bug people, like, I just don't want to do it.' I'm like, 'No, that makes sense! I was the same way! But what's interesting is that I found out about this really cool thing called The Funnel, and I used a funnel. Um, there was this network marketing program I believed was pretty cool, and they were giving away a Ferrari. And I was like,

'What if I won a Ferrari without ever talking to anybody? That would be amazing!' So I set up a funnel, I launched it, and in, uh, 60 days, I became the number one money earner of the company, and I won this Ferrari! And the best thing is, I didn't talk to a single person ever! Is that amazing? Now, if I tell Jim that, if my story trumps his story, he's gonna be like, 'Oh my gosh! Russell's saying I could actually have the benefit of this thing without talking to people! Dude, sign me up!' Okay, so

that’s—you have to understand, that’s all this whole story thing is about. It’s about trumping someone else’s false belief. If I can trump their false belief, their story shifts, and now your story becomes theirs. And now they’re free! The chains of false belief are gone; now they're free to go pursue whatever it is you're trying to help them pursue. Okay, all right, so the question is then, what stories do I tell? Now this is going to change. Um, we talked about hook, story, offer, depending on the complexity of the product. It depends on how many stories

you tell and what stories you tell, right? Um, if it's a very..." simple product; you tell a story, and that's all you need. For more complex things, you have to tell multiple stories. So I'm going to kind of walk through that. The first thing you have to understand is that in every sales argument, there is what we call the big Domino. Okay? Again, if you read "Expert Secrets," we talk about this: there’s one thing that, if I can get them to believe that one thing, all the other concerns just disappear instantly. Right? Okay, so when

you guys came into my world—the whole funnel world—everyone had false beliefs and things they believed about everything. But if I could somehow convince you that the only way for you to get your goals was a funnel, then you would just kind of be like, "All right, I'm in. I’ve got to do it." Right? Everything else just falls away. Okay, so for me, it's like if I can convince people that a funnel is the way—the only way for them to actually get the results they want—then it knocks down all the other concerns. All the other Dominos

fall away or they become irrelevant. Okay? And every sales argument has the same thing. When you’re selling something, it’s not about trying to answer every single concern possible. You have to figure out what the one big Domino is. If I can address this in my ad, in my video, in my webinar, whatever; if I can prove them that this is true, then all the other Dominos fall down, and they have to believe me. Right? And so for all of you guys, you have that. I’m excited. Jam is going to talk about hers tomorrow, I believe.

In her case, she figured out what was the thing she had to get people to believe, and boom, it all fell down. Okay? So you’ve got to figure that out. Now, after you know the big Domino for your product or service, then it comes down to the four stories we typically tell. I’m going to show you guys this in the framework of a webinar. So I’m going to show a 15-minute overview; I’m going to show kind of how we do a 90-minute webinar, but the same thing happens on a 5-minute webinar. It's the same process—just

shorter times. Okay? So the first story we tell is what we call the origin story. The origin story is basically your Epiphany Bridge Story. How did you find out about this thing? Why do you care so much about it? Right? So you tell your story. If I'm doing a webinar, the first 15 minutes of my webinar is me just telling my origin story—my Epiphany Bridge story about how I fell in love with this thing. Okay? So if you watch any of the webinars, these are the slides from the Funnel Hacks webinar that most of you

guys have probably seen. The first 15 minutes, I’m going through this; I’m just telling my Epiphany Bridge story about, "Oh my gosh, funnels are the greatest in the world. Let me explain to you why." I tell you my whole story. Okay? And that's the first goal. Now, what happens is after I tell that story, for some people, that was it. The Domino falls over, and they’re like, "I’m in! Here’s my..." In fact, I'm curious: how many of you guys, when you first heard me talk about potato guns and funnels, and I told the first story,

you were like, “I’m 100% in”? Alright, my hyperactives are like, “In!” Okay, now, the more complex sell—on a simpler sell, it’s easy. How many of you guys, if I just told you my origin story with, uh, with Vigon here? If I told you—and I've never had a cold sore; this is actually true—but if I told you, “Look, I’ve had cold sores in the past, I’ve used Aeva, I’ve used things; nothing ever works. They always last for two or three weeks at a time. It’s horrible; it’s painful—it’s the worst thing in the world. When I found

out about this the first time I tried it, I clicked on the thing, I pulled it out, and I felt it tingling like the first day, but it never came out. It never became a cold sore; it was just gone.” Like, that was it! And ever since, I keep this in my pocket; I take it everywhere I go. And as soon as the cold sore comes out, I hit it. I haven't had a cold sore actually hit the surface since then. How many of you guys, that story alone, would be like, “Sweet, I’m in”? Okay,

if someone who suffers from cold sores, like, our sales video for this is literally that! That’s it! This is a $150 machine; it’s a two-minute long video telling an origin story from the person who actually invented it. And that’s it. That’s all it takes! Okay? So for simple products, one story—the origin story—is all you need, and people are in. Okay? But as you get more complex offers, you need more. So what happens with a more complex offer is they push the Domino over, and they’re all excited. All of a sudden, they push it, but then—oh!

These three things block it. It’s like, “Wait, wait, wait, hold on, hold on, hold on. I’m in, but…” And all these three things block it. Okay? So these are the three things. The first thing, we call the three core fault beliefs. The first thing is their beliefs about the vehicle. Okay? So the vehicle is the thing you're trying to put them into. So for me, the vehicle is... Funnels like this are the world I’m trying to take you guys into. For some of you, it’s a ketogenic diet; for others, it’s a product that can help

you with your cult. There’s some belief about the vehicle they have, and they struggle with it. The second belief is their own internal belief—like, that may be cool, but I don’t think I could do it. I’ve heard that voice in your head before: that’s cool for them, but I don’t know if I could do it, right? Then the third false belief is, “Well, that’s cool. I think I could do it, but I know that if I started this diet, I could do it, but my wife’s going to buy cookies anyway, and they’re going to be

in the house. There’s no way!” They always blame some external source besides themselves. Okay, so these are the three things that keep people from buying from you. For me, now I move into telling a story to try to trump all three of those beliefs. If I can trump all three of those beliefs, their beliefs become my beliefs, and they have to buy, they have to follow, they have to do the thing I need them to do. Okay, so story number two, then, which in a webinar is the next 15 minutes, is the story about my

vehicle. Same thing: I come back here and say, “Okay, what’s the chain of false beliefs they currently have about the vehicle that I’m putting them into? What’s the experience like? Why do they believe that? What’s the story they’re currently telling themselves?” Then I think, “Hey, what’s my story?” Oh, you guys are going to see this video tomorrow, so I’ve got to show them the websites are dead, right? For me, if I go back to this for myself, the false belief is like, “Well, I already have a website; I’m good,” or, “I still sell on Amazon;

I’m good.” Why do you believe that? Well, I tried to build a funnel; it was really complicated. It didn’t work. I put myself on Amazon, and I make some sales. It’s pretty cool. The story is, “I don’t need any complicated stuff; I can just use Amazon.” Right? So I’ve got to come back with the story I tell you: “No, websites are dead.” I tell the story, and if I do a good job, boom, it falls down. In my Funnel Hacks webinar that most of you guys have seen, these slides right here are all me telling

the story about why this vehicle is the greatest thing in the world. My epiphany bridge is about why I believe that. I tell that story, and at the end of it, my goal is to have you think, “Oh my gosh, I do need a funnel.” If I get them to say that in their head—“I do need a funnel”—boom! The internal belief or the vehicle belief is gone. “Oh my gosh, I could have success here! Oh my gosh, I could do that thing.” So my story trumps theirs. Once again, the domino falls. Now the next thing:

the first one’s the origin story; the second one’s the story about their internal beliefs or about the vehicle. The next one now moves down to the internal beliefs. They say, “Oh my gosh, you’re right! A funnel is amazing, but I can’t do it.” It comes internally: “I can’t do it! I don’t have any technical skills; I don’t know how to build something; I don’t even know what a funnel is, for crying out loud!” Right? So that’s the second story. Now, excuse me—the third story. So now I come back and say, “Okay, what’s the false belief?

Why do they believe that?” Well, they believe that because, for me—in talking about my product—you can plug in your product for this—for me, it’s like, “Well, I’ve tried technical stuff in the past. I can’t even use Microsoft Word; how am I going to be able to build a funnel?” That’s what they believe. What’s the experience? “I tried to do this thing; it didn’t work; it was confusing. I wasted time, energy.” The story is, “I’m not technical. I can’t build a funnel.” So I’ve got to come in and say, “No, it’s actually really easy. Here’s Grant

Cardone: this guy is the least technical guy on Earth. He built an entire funnel. Forty thousand air—it was super simple, super easy.” And they see that and think, “Oh, that actually is really easy; I guess I could do that.” So now, boom! Two things have happened, right? And then here are my slides where I tell that part of the story. Okay, so now it’s happened. Hopefully, the domino falls. If not, then the last leg: first, they say, “Cool, the vehicle—funnels are amazing—and I think I could actually do it, but I don’t...” They find the external

thing: “I don’t know how to drive traffic, though, so I probably couldn’t figure it out.” Okay, they have some kind of external belief. For me, the external belief is, “Even if I had a funnel, what would I do with it? I don’t know how to drive traffic to it.” What’s their experience? “I had a website before; I spent a ton of money on it, bought some Google Ads, and nobody showed up. I’m broke. I paid an agency $5,000 and got three visitors. I never made any money.” Right? They have some experience. So the story is,

“This doesn’t work.” So I’ve got to tell them my story. For me... Tell a story about how to "We R Traffic," and boom! I go through my slides, I tell that part of the story, and if it works, boom! The domino falls, and they follow me. For all of you guys who are here, obviously the domino fell; that's why we've got 4,500 amazing people here, because I was able to break the false beliefs that are holding you guys back. Does that make sense? Okay, so after you've told the stories, then the last thing is that

you move over to the offer. I tell the stories, break all the false beliefs, and then I move to the offer. I go through the stack and the close, make the special offer, and boom! We got them. Okay, so the framework is simple. There's one big domino I have to convince them of: this one thing for me. I have to convince them that funnels are the greatest thing in the world for them. Whatever your thinking is, you have to convince them that this type of diet, this type of lifestyle, this type of product is the

greatest in the world. What's the big reason? If you can get them to believe this, then they have to follow you. Figure that out, and then it's come back: "Hey, why do I believe that? What's my origin? Why do I actually believe that?" And if you don't believe it, you're in the wrong business. Okay, you have to believe it at the depth of your soul if you're going to get people to move with you. So then you tell your story, and you're like, "Okay, now what's the reason? What's the vehicle I'm putting forth? What's their

false belief about that? What's the false belief about themselves being able to implement this? What's the false belief about the extra?" You tell those three stories, and then you make them the offer. Okay, that's kind of how it works. All right, I want to do something for some of you guys who are watching: it's like, "Well, Russell, that's awesome for you because you click on Facebook Live and you just go, and you have all this energy and you're amazing, and you just sell everybody every single time." How many of you guys have ever felt that

way about me before, like, "I hate that Russell Brunson"? Okay, so I have a special message for all you guys. Um, we're all going to laugh at me together. Um, so I shared this on Instagram, and this is kind of embarrassing, but how many of you guys want to see the very first time I spoke on stage? Look at that good-looking dude: his bald head, his puffy shirt, and his tie! All right, so this is the very first time I ever spoke on stage; it's like a 30-second clip, and I'm going through this humiliation to

hopefully have some of you guys look at this and be like, "Oh my gosh, if that guy can do this, I guarantee I can do it." So here we go. But what I wanted to talk about tonight is kind of a broad overview to hopefully help you get better information out of the whole internet marketing business. This is a lot bigger group than I had planned on; so embarrassing! All right, so that was the first time I ever spoke. The next day was the first time somebody let me step on their stage, but it was

like carpet; there was no actual stage. They were like, "You can sell something," and I'm like, "Sweet!" So the next day I had a chance to make my very first offer on stage. I'm not going to show you guys the whole thing because it’s really just the very beginning. As I transitioned to me trying to sell, I was like, "How much do you guys think I'm going to sell this for?" And some guy was like, "3,000 bucks," and I was like, "Oh crap! I'm actually selling it for 1,000 bucks." I was like, "Well..." Uh, it

was so bad. Oh, anyway, so you guys are going to see my closing abilities, round one. Here we go! Okay, I've got—am I getting close on time? If you do join the Affiliate Boot Camp, it'll give you lifelong training. It’s a $47 a month value; you'll get it for free! Who would like a piece of that? Here’s my irresistible offer, and I hope you guys learned a lot from this presentation. I’m a standing ovation—he did a great job! Look at this; nobody stands up. Not one person wants a piece of that! The greatest close of

all time! Ah! All right, so I share that for any of you guys who were just like, "I don't know if this is going to work. I'm shy, I'm awkward, I'm nervous." Like, I promise you, I was shy, I was awkward, I was nervous. I still am. I still struggle. Um, but when you believe in what it is you have to sell, you believe what you're doing, like, you just keep doing it and keep doing it, and you get a little bit better and a little bit better and a little bit better. And it didn't

take 15 years. Right? Every single time got better, and more people started listening—a couple more people started listening, started growing, and started growing, and started growing. Um, the biggest thing is you have to start. You have to start telling the stories. You can't wait like, "Oh, I'm going to start stories next month, next week, next year." Okay? It's like, no, start today! How many of you guys have a phone? Again, no one's raising their hand. How many of you guys have a phone? In your pocket right now, okay? You have no excuse! If you want

to do a podcast, there's a podcast app. You click on it, you talk, and then you click a button, and it's on iTunes that fast. You want to do a video? You click a button, and then you're on Facebook Live in five seconds. Like, you have no excuses! But Russell, no one's following me! Like, exactly! That's the best thing about it. At the beginning, who was there for that event when I spoke? None of you guys were there other than all you guys now saw, but none of you were there, right? You guys understand? Like,

just start! Your people will find you. As you find your voice, your people will find you. But you cannot find your voice until you start, until you begin, until you start moving forward, okay? And if I would have started that journey 15 years ago, none of you guys would be here today. Okay? If I could go back to that awkward, nerdy Russell with a shaved head and a tie, who was scared to death of getting on stage, sitting behind, like, scared to death, I would grab him and say, "Look, dude, I know this is uncomfortable,

and it's horrible, and it's miserable, and you are scared, and you are going to fail, and you're going to fail, and you're going to fail! Not one year or two years; it's going to be like a decade of this. But in a decade from now, you're going to have a chance to come on stage in front of 4,500 people. You're going to have an opportunity and a voice to be able to change their lives if you don't stop." I would hope I would have listened. Thank you! The biggest thing is I can't have you guys

stopping, okay? I was telling Brandon Poland this yesterday. I saw him at the Inner Circle dinner four Funnel Hacking Lives ago. At the second Funnel Hacking Live, he was sitting down. I’d never met him before, and during when the round table came over, he said, "Hey man, really quick, I need to interrupt." I was like, "What's going on?" He said, "Just so you know, you've changed my life; you changed my wife's life!" I was like, "Oh cool, thank you." He said, "No, no, you don't understand. Everything's changed! We're helping people; we're making money! Everything's changed

for us!" Okay, I was like, "That's amazing!" Right? And Brandon was one person in the audience; him and his wife were sitting there. Okay, fast forward four years later. Kaylin's unfortunately not here; she had her first baby. Congratulations to the Poland family; it's amazing! Fast forward four years later, because Kaylin kept talking and sharing her message over and over and over again, they have had 1.5 million people come into their funnels. Over 130,000 women’s lives have been changed because of them, okay? They're making insane amounts of money, but the impact they're having on the world

is huge because they were sitting in an audience, they heard us talk about this, and then they just did it. Okay, so for me and for my team, I had this talk with them yesterday before we got started. I said, "Look, there’s a sea of people out here. Every single one of them has the voice and the ability to change somebody’s lives. If we can’t affect them, then everything we're doing here is a waste. This event is not about me; it's not about us; it's not about my team; it's about each and every one of

you guys. Okay? We’re trying to give you the tools and the things you need, but you have to listen, and you have to be willing to try it, and it's going to be scary at first. I promise you that! It's still scary to me. I was backstage here freaking out a few minutes ago, okay? I feel more comfortable now, luckily. You have to understand, like, it's going to be scary, but if you don’t do it, if you don’t take that step, you're not going to be here next year. Okay? I don’t want you just here

next year; I want you up here next year. I want you telling your story, getting your awards. That's why we do this every single day, okay?" All right, a couple more things. Just so you guys understand, again, if you're selling a product, you don't have to do this huge thing. Like, the simpler the product, the easier! For example, do you guys see that picture right there? You see that marker in my hand? Okay, how many of you guys will give me, I don’t know, five bucks for this marker right now? Yeah, a couple of you

guys, okay? I’m going to tell you guys a story about this marker. I’m going to tell you a story, and the story will increase the value of this marker. Okay, so a couple of years ago, when we first were starting new events, I remember I would show up, and they always had those little narrow whiteboards, and they were horrible or vertical. When you draw funnels, funnels are vertical, right? So you're like, "Page number one, page number..." and you're like, "Ah, I'm out of space!" You flip it, and it's like horrible to diagram funnels, right? I

was doing that, flipping the thing over, flipping it over. I had these little tiny markers, and they were like little tiny, and you couldn't see them very far. It just felt weak! And then I went to a Tony Robbins event, and Tony had a board like... This, and then he pulls out this marker, and Tony's hands are like this big anyway, and he pulls out this marker and he unsheets it. He walks over to the whiteboard and he starts doing this thing, and he's like just doing X's and circles, and it was making no sense

whatsoever, but it looked so cool. I remember I was like, "Oh my gosh, this is amazing!" So when we started in Funnel Hacking Lives, first off, I wanted to—Tony had a board like this wide; we need a board like that! I tried for like years to find one. I remember one day I was complaining to Melanie, who's my assistant, I was like, "Melanie, they don't...how do you...he must have custom built this thing!" And then she's like, in Google or doing some magic, and like five minutes later, she found it! I was like, "What?!" Next thing

we know, we had this board here. Then, like, I do the boards for the very first time with these little tiny markers, and I'm like, "I feel so weak! I want to feel like Tony. I need, like, a man marker!" So she starts Googling, and she finds some markers. I’m like, “No, these are good, but I need, like, Tony man markers.” Finally, she finds these things. Look at this thing! This thing is amazing! So these are now my man markers. I only—I will not speak of the events. When I travel to events, I bring my

man markers because I don't want to be on stage with little dainty ones. So I have these huge man markers, and so I've got red man markers, blue man markers, black man markers. Mark—I only have three of them here right now. How many of you guys want a man marker? I can't sell these; we need to have these for the rest of the event. But you see how a story increases the value? That's what I'm talking about! When you tell a good story, it increases the value of whatever you're selling. So you have to become

better at telling stories. You have to be better at making offers and better at telling stories because both those things intrinsically increase the value of what it is you're trying to sell. Okay, now when you're selling more complex offers, that's when you need to have a bigger thing. We're having internal blaz...um, the vehic internal externals. The more complex the product is, the longer the sales process is. Okay? All right, so for you guys, your homework as well in your paper here is to start writing down—you need to start building a story inventory. What are all

the false beliefs that my customers have? Start writing those things down. Why do they believe that? What's the story they're telling themselves? And then what story do I have that would trump their belief? I've been telling this ever since Expert Secrets came out almost two years ago. I've been talking about this over and over and over again, right? Very few people do it, but guess what? I know the people that are doing it. I'm watching them; I'm watching their storytelling. I'm watching what they're doing. I'm watching the process. Okay? I do this all the time.

When I got started, Dan Kennedy told me this. She's like, "You need to build an inventory of stories." I heard that and said—most people think, "That's a good idea!" I said, "Dan said it; I must do it." I got out a pad of paper and I was like, "What stories do I have?" I had nothing. I had a potato gun story—that was it! I started my potato gun story. I'm like, "Uh, that's all I got." But now I had my notebook with my potato gun story, and I started thinking, "Okay, as I start talking, start

doing my thing, something amazing happened in my life: I'm like, 'That could be a story!' Write it down." I go to the next thing—something's happening—like, "Oh my gosh, that could be a story! Write it down!" "That could be a story! Write down! Could it be a story?" Next thing I know, I can stand on stage for 90 minutes with 400 stories without even knowing about it! Right? It comes down to just telling story after story after story. But you have to start that now. Okay, so if you have your phone, open up a note section.

Say "My Story Inventory." As you are living life, every time something happens, don't be like, "Oh, that was cool!" Instead, think, "Oh, that was cool—how does that relate to my customers?" "Oh my gosh, if I sold this!"—that's how it relates! Boom! Okay? How could I tell a story about a marker and make it relevant to you somehow? Yet I did! Right? Okay, it's all about that. Okay, hook, story, offer. I'm going to go over the last steps. We talked about offer; we talked about story. The last piece in this is the hook. Okay, so what

is the hook? To understand this really well, I want you guys to imagine what happened right before you probably came into this room. You were in the bathroom and you're sitting kind of like this, and most of you had your phones and you're going like this. So what a hook is, it’s the thing that makes you stop like, “Whoa, that’s a hook!” This is how I judge my hooks: I imagine all of you guys swiping—what's going to make you like “Whoa, hold on! Alright, I got to finish so I can find out what that thing

is.” Okay? This is literally what’s happened. In case you're... Wondering, like, oh no, my customers don't do that! They do. I was in the airport two days ago—I walk into the airport and, for the women, I'm so sorry that you have to find out about how gross and disgusting men are. But there's a dude swiping while he's... and I was like seriously, like, putting your phone down for 30 seconds doesn't take that long! Long! It was just like that's what they're doing, okay? And so you had to imagine this is what's happening in today's world,

okay? It's not like they're sitting at their desktop, studying you and reading things, excuse me, and researching what's happening. They're flipping through their phone and they're seeing their friends, their pictures, their profiles, and their cat videos, and thing after thing after thing after thing, and your ad has a shot in there for like one second, probably less, in the middle of this scroll. Okay? And if you don't stop them right there, and they don't say, "Hold on, put the phone down, I got to come back and check this out," you've failed. Okay? The hook is

the key. Without a good hook, nobody will ever hear your story. Without a good story, no one will care about your offer. Okay? Now, the hook in and of itself does not provide, does not increase the value. Okay? The hook does not increase the value of what it is you're selling. What the hook does is it grabs your attention long enough that they'll listen to your story. The story increases the value, and then the offer increases the value. The hook grabs them just long enough you can tell them the story. Okay? So every story you

have has multiple hooks. Okay? This is why it's so important for you guys to be publishing and putting things out there all the time, because I have no idea what hooks are going to land, which ones are people going to resonate with, which ones don't. Okay? Um, I was at a retreat, like a mastermind group with Brendan Burchard and Dean Graziosi, and a bunch of really cool people, both of whom are going to be here this weekend speaking with you guys. It's going to be amazing. And we're sitting around the campfire, and Dean told this

story that was so good. He said, um, he said essentially, "If you look at a comedian, you see them on like The Tonight Show, and they pick up the microphone, they do their thing, and they do the thing, and they land it, and everyone's like, 'Oh my gosh, this is the funniest person on earth!' So you don't understand, like, the comedian just gets up there and like does his thing. What happened is, like, two years prior, he got a job. He went to a dive bar over here; he wrote 10 jokes, got in front of

like 30 people, and he tried this thing. And he tried it, and he told joke one, two, three, four, five, and like one of the ten jokes landed. He's like, 'Okay, that joke was good; the rest were horrible.' He goes back to his apartment, writes nine new jokes, got ten jokes, goes next to the same bar, gets in front of it—boom! He does it, nails the first joke—he knows it's amazing. Nails the other nine; like, two of the other nine work. Right? Now he's got three good jokes. He goes back, rewrites the other seven, comes

back the next night—boom! He keeps doing it, keeps doing it, keeps doing it until he knows he's got ten of the most amazing jokes in the world. Then he gets on the big stage and performs, and every single joke lands. Okay? It's the same thing with what we're doing right now. I have no idea what hooks are going to work, right? So what do I do? When I hear a story in the morning, I jump on my phone; I get my phone out as I'm driving to the office. And half of you guys are like,

'Russell, don't drive while you're podcasting!' It's like a block, and there's no anything anywhere! I wish I could show people that I get—anyway, whatever. So, uh, I'm doing my thing, talking, and I tell the story, right? That's my first time. Then I come in, I see Dave, and Dave's like, 'Oh!' and I'm like, like, I tell your story. I tell Dave the story, right? I tell it a little differently this time, and I'm like, 'Okay, that worked; that made sense. He got excited.' I go out to the bullpen with all the marketing teams and I

tell them the story, right? And then I jump on Facebook Live, I tell the story, then I tell it four or five times until I know how to tell the story. I see what lands, I see what hooks got people interested, or if I tell a story and Dave's like, 'Oh, that's really cool,' I'm like, 'Crap, Dave's not flipping out; it's not a good story,' right? And that's how we know. So it's testing these things—testing it, testing it. Okay? So when you have a story, it's like you're putting out different hooks—like, which are the hooks

that people are grabbing onto? What are the ones that are interesting? What ones do people actually pay attention to? Like, cool, now we'll build things bigger on those. Okay? But you got to be practicing stuff all the time, okay? Because if you're like, 'I got to—this business has to work, it's got to be perfect, it's got to be like—I don't want to screw this up, so I'm going to wait until I tell my story, I'm going to wait until—' I'm— Going to wait? It's the equivalent of walking up on "The Tonight Show" and being like,

"I never tested this material." Let's go! You would never do that, right? Yeah, we do that in our businesses all the time. You can't do that; you've got to be telling the stories—telling the stories! Okay, every single one of you guys in here should be Facebook Living your experience today. Seriously, if you're not, why did you waste that experience? There's some story that will impact you today, if not me, then by somebody else that affects your life and your customers directly. You better be talking about that tonight when you get home—either podcasting, video, Facebook Live,

something—to start practicing. It begins tonight; it doesn't begin mañana, because mañana never comes. Okay, so how do you find the hooks that you want to model? Next time you guys are doing this—and you shouldn't do this; it's really disgusting—but maybe you're at your desk doing this as you scroll through. Look at the stuff that stops you. Look at the stuff that stops you and think, "Why did that hook work?" The "30 Days" book was not my idea; someone else had a "30 Days" thing in another industry, and I was like, "That's a good idea! He

hooked it over there; I'm going to hook it over here." See? It made me stop. After you find an ad, instead of just looking at it and thinking, "That's a really good ad," go to the ad, and Facebook has this cool thing now. There's a little tab that says "Ads and Info." You click on it, and it literally shows you every single hook that that person is running right now. So if you clicked on it right now, you'd see a couple of the hooks that Russell, John, and the team are currently running. That's a lot

of ads! Yeah, we're throwing out insane amounts of hooks every single day! You can do this with any advertiser. You see their ad on Facebook, click on their thing, and it'll show you every ad that they are actively running right now. You can see all the hooks! So every time someone hooks you, stop, pay attention, go look at things, look at all the ads, and start studying. Start looking, start geeking out! Okay, this is a lot of ads. How many do we have on here? All right, now this is—I was doing this last night at

like one in the morning. I was working on slides, and I started thinking about the Two Comic Club winners and Two Comic Club X winners. I was like, "I want to show you some examples of some of these," right? You hear these people all the time. You see their pictures, you hear the stories; you're like, "This is amazing! I want to join the club!" But how many of you guys have actually looked at the hooks that they're throwing out? If they're in the Two Comic Club or Two Comic Club X, it means they are insanely

good at hook, story, offer. Otherwise, they would not be here, right? So we should be looking at them. I started looking, and I was like, "I'm just going to pull a couple of random people." The first one I pulled here is Drew. Is Drew in the room right now? I think he is. All right, so this is amazing! Drew runs a company called Fit to Fat to Fit. Have you guys seen his ads before? So Drew is a personal trainer who is ripped and amazing. I might be telling the story wrong—it's awkward; he's in the

room, so hopefully, I tell it right—but he was ripped and amazing, and his clients were like, "Well, you've never been fat, so you don't know what it's like." He was like, "Oh yeah? This is what I'm going to do. I'm going to get fat—super fat." So he gained a whole bunch of weight to prove the difference. He went from being fit to getting really, really fat and then losing all the weight again. Okay, probably not healthy—in retrospect, I'm guessing—but that is an amazing hook! You see, there are a thousand different weight loss offers out there

like, "Hey, I'm sexy! I'm ripped!" and then you see Drew sitting here with Jay Leno saying, "I went from being fit to fat to fit," and shows the before. Now, that hook is amazing! Okay, boom! Two Comic Club X winners—this is Natalie. How many are familiar with Natalie Hotson from last year? There's Natalie right here, okay? Two Comic Cup winners! She's getting close to Two Comic Club X right now. What's interesting is Natalie's business, prior to this, was a good business. She had good hooks, good story, good offer; it was doing well, but it was

never like AMAZING! But then she came back and asked, "What's the hook? What's the story? What is it?" She shifted from her other business that was doing okay to this. You guys remember Natalie's story? She talked about vulnerability last year. She talked about how she was doing this live video and peed her pants during it, which is like the most humiliating thing ever, right? Then she turned that into a product teaching women how to control that and went from zero to Two Comic Cup winner in four months because of the hook! Right? Find a better

hook! Again, if your funnel is not working, it's always either hook, story, or offer. That Hook's amazing! Her story is insane, and the offer was amazing: a million dollars in four months. Okay, Garrett White, there in the middle. Here's the landing page I found—one of my favorite landing pages. How's this for a hook? Attention married businessmen! Learn how to unlock nearly unlimited sex, power, and money without having to cheat on your wife, get a divorce, ignore your children, leave your church, date with drugs, or party like a rockstar in Las Vegas! What? How do you

not click on that? As a man, I can have everything I want in life with all the bad stuff. This is amazing, right? He's a master at hooks. If you look at anybody in this club—right? Anyone who's on stage, people that are doing what you want to do—these guys are amazing at hook, story, and offer. If you want to be on stage, you have to become better at hook, story, and offer. Okay, so as you're telling your stories, you start building inventory: What are the hooks I can test out? Test out this, test out this.

My question is: How many hooks are you guys actually throwing out? You need to be throwing out a lot! Okay, hook, story, offer. And then one last thing I want to kind of show you guys: If you look at this hook, story, offer, this is happening at every single step in your funnel. Okay, your ads—there's a hook, a story, and an offer in your ad. Someone scrolling, there's a hook; you're telling a quick story; you make an offer, click here—there's the offer. Then they come to your landing page—there's a hook, there's a story, there's an

offer. Then they come, they buy your product—hook, story, offer. Upsell: hook, story, offer. Like, this framework is essential for you guys to master. It's so simple! That's what I want to start today with. It's so simple, but it's the most important thing you do over and over and over and over again. If something is not working inside your funnel, it's always either your hook, your story, or your offer. Okay, I don't care what funnel it is. We're going to learn about a ton of funnel types this weekend. You're going to learn about challenge funnels, summit

funnels, book funnels—all kinds of funnels. It doesn't matter which one it is; this framework fits into every one of these funnels. Okay, and the last one I want to mention is the hook, story, offer. This is the key. Hooks refer to the thing that grabs somebody and brings them into your world. And after you have them, the next phase is: How do we increase the value? How do we help these people along the line? Okay, in the books you guys got yesterday, I actually printed out a copy of our value ladder. See, this is our

value ladder. And the person speaking after me is Stacy Martino—I'm so excited to have her! She's going to be... yeah, you guys are going to love Stacy. But she is a master at taking people up the value ladder. How do you take people, after you've hooked them, and gotten them into your world? How do you love them and give enough value so they want to continue to progress with you throughout everything else you're doing? [Music]