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What's up, everybody? This is Russell Brunson. Welcome to Marketing Seekers podcast.

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So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money.

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From our own pockets?

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How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast.

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Will give you the answers. My.

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

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All right, everyone, it's late at night. I was supposed to go to bed like two hours ago because I have to get up early. But no, my kids decided, even though it was Martin Luther King Day and they had no school all day, they can do the homework till, like right now. So I'm up getting them to finish their homework. So anyway, I thought I'd take a quick break while they're doing their stuff to come talk to you guys because it's been a little bit and I got something really fun to share with you today. So today I had a chance to go to the office, which is really fun because we just got this flow and this rhythm happening now with the systems and the agency and all this stuff, and it's just exciting and it's a lot of fun. So I was really excited to go in there today. And then I have a bunch of my tasks I need to do, and one of them, I'm working on the sales, like an explainer video. So explainer videos, like those little cartoon videos, kind of explain what you do in a short period of time. Right? And I don't want to brag, but I would say I'm probably. I think I'm probably the best explainer video scriptwriter on planet Earth. If not, I'm gonna take that credit for myself because I wrote the Ripplin ones that did 1.5 million members in like six weeks. Even though the company never went anywhere. I did the prove it ones to build a half a billion dollar company this year alone. In the last three years, off one video, obviously there's a lot of other stuff happening. It's an amazing team, and so I'm not taking all the credit, but the explainer video was mine, so I'm proud of that. The Clickfunnels ones have done super good. I've done anyways, I've probably done, I don't know, two dozen explainer videos, and I'm just really proud of them because I think they've all turned out really good and done amazing things. And when you write for them, it's different because it's like you have to write in a way that'd be fun to be animated, be interesting, engaging, and like all those kind of things. So. But what's interesting. So I was writing this one. So we have a new part of ClickFunnels coming out called Actionetics MD. And that's all I'm gonna tell you guys right now. And today, basically, I needed to get the video script done so the explainer video guys could start animating, sketching, and getting it all done in time for the Funnel Hacking labs. I'm gonna be showing the video there when we release all of our new awesomeness that I can't tell you about right now, but it's gonna be so amazing because my goal is to get all you guys to start using Actionetics 100%. And I think we have, last I checked, it's like 10 to 12,000 people who are, who are on the full Edison suite who are getting. Who usually have Actionedix, but there's still 40, whatever thousand customers that aren't using it yet. So it's like, how do I get everybody to use it? Because it's like, it's awesome. So the biggest thing was just make it simple or better, easier, more awesome. And so that's what we're doing a big sprint right now from the dev side to get all done in live by funnel Hacking Live. So those who are funnel hacking live will get first access to this amazingness and everything. So make sure Funnel Hacking Live, if you're not, you're missing out because it could be six months or so before we release everybody else. So if you want to get the features early, go to funnelhackinglive.com, get your tickets before they are all sold out, which they should be sold out this month. In fact, we're doing a big push starting tomorrow. So anyway, I digress. So I'm sharing this because I've had a lot of people, in fact, I've had a lot of companies since then like, come to me like, hey, Russell, write me an explainer video. We'll give you equity, we'll give you percentages, and blah, blah, blah, blah. Because that's kind of what Pruvit had done. And obviously it worked well for them and for us and for everyone. And so. But I've just told people no, because I just obviously I've got a lot happening in my life right now and I don't have time to write explainer video scripts for People. But for my own stuff, obviously, it's still important. So I was like, how do I write this thing? And it's funny because the thought that came going through my head before I ever started writing this was, what is the hook? What's the big idea? Those who were at Funnel Hacking Live last time you heard Todd Brown came and spoke on that idea. Like, the big idea, the big hook. And as I was sitting there with my blank sheet of paper, little cursor blinkings, I'm trying to figure this out. It's like, what's the hook? What's the hook? Like what? Like, I know what the product is. I know the differentiation points. I know it's exciting. Like, I. But, like, what's the hook? Like, you have to have the right hook. And I think. And I'm gonna talk about Todd Brown for a while. Cause I love Todd. I respect him. I think he's amazing. I think that what I've gotten. I think I've done a good job getting our funnel community and our marketing community understanding, like, funnels and things like that. I think that we've gotten better at understanding and funnels and like, how and where and, like, front end funnels versus back end funnels and, you know, how to, like, do the perfect webinar, like, all these cool things. But I look at Todd's, like, Todd and what he studies, what he kind of geeks out on, and he hangs out with all the Agora guys, and they're always talking about the big hook, the big idea. Like, what's that? What's that thing that drives the rest of it? And I don't talk about that a lot publicly probably because it's like, not something that I can. It's hard to reverse engineer and just be like, okay, here's the pattern. Here's how it works. Like, the pattern of the hook is like, it's the opposite of a pattern. It's like, it's like, what is. Yeah, it's like, most stuff I teach is like, here's the pattern. Whereas the hook is like, the least patterny thing ever, right? It's not that it's the opposite of the pattern. It's like the pattern interrupt that becomes the hook, right? And so I never talk a lot about it, but when I'm doing my own stuff, I do it. Like, if you watch my webinars, you watch my, like, all the stuff that I do. Like, I'm doing it all the time. And I sat there today for probably two and a half, three hours with a Blank sheet of paper, that little blinking cursor that you just want to, like, just. You wish you could delete it, but everything's deleted. That's all that's left is that little blinking cursor, like, mocking you the whole time, right? And my whole thought was, like, what's the big idea? What's the big idea? And I was like, asking, in my company, we know what action NextMD is. Like, what's the big idea? What's the big hook? Like, what? Like, why should people care? And it took a while. Like I said, two and a half, three hours before I was like, I got it as soon as I got it. Then, like, in my head, like, the story just flows. Cause I know, like, some visualizing, like, taking people on the journey and like, the process and the story and how it fits together and how we illustrate this. And, like, those things come fast. But, man, the hook is the hardest thing. I've had webinars where I've spent two days in front of Whiteboard trying to figure out, like, the headline, the hook. Like, what's the thing that gets somebody into the webinar? And I think that I've probably done a disservice inside of the funnel hacker community where I don't talk enough about that, because, again, I don't know how to reverse engineer and teach it, but it is the key. You know, I'm so grateful for Todd Brown talking about that so much because he's the one that talks about it the most. And I wish that, you know, we talked about more in the community. Maybe this is. This podcast is the first time of me kind of bringing it out, but I was thinking about that, like, what's the big hook? Like, why should someone care about your thing you're selling? Like, what is that? Like, what's the big reason? What's the big. Yeah, like, what's the big idea that you have? And so look at the big campaigns that. That you've seen around you, right? Every market, there's big things happening, right? I look at when we launch click funnels. Like, I tried a bunch of different messaging and funnels, but, like, the funnel worked was webinar funnel. The process was. I've talked about this before, like having webinar and then on the thank you page, having the trial. Like, that was the process of work. But the hook was this concept of funnel hacking, right? That was the big idea that got people to be like, oh, my gosh, I understand it, right? Like, that was the big idea that drove clickfunnels and think about the markets you're in. If you guys are in financial markets, like, look at Agora, what they've done. Like, some of the biggest campaigns, like when Obama ran for second term, it was it called the end of America. That was the big idea that drove this huge thing. You look at recently, there's probably been 8,000 crypto offers that have come out, right? But Gore is the one that did. I think they did $30 million in their webinar or something like that in, in like a two week period of time. But like, what was the big. What was the big. The big idea? What was the big hook that they had? Like, there was something there. I studied it. I don't know if you did, but you should have. If not, it means you're not listening to funnel hacking. Like, look at these people that are making insane amounts of money and like reverse engineer the campaigns from everything. Like, not just, you know, a lot of people think funnel hacking is just like, oh, they had a landing page and upsell page, downsell pages. There's price points like that. That's the beginning of funnel hacking. But it goes deeper. It's like, what was. Like, I don't know you, but I get every webinar, every video sales letter, everything that I, that I look at, I get transcribed so I can like read it. Like, what was the hook like, why did this work? Like, what was the big idea that they were doing that made this separate? Because, like, man, if there's 800 crypto webinars, like, why do one do 30 million and all the rest do like, you know, even the big ones do a million? Like, what's. There's something different here. What's the big idea that they led with? Look at the weight loss industry. Look at, you know, prove it. How? Why did prove it blow up? Like, they hit keto at a time. That was right where I had Dave Ashbery blow up. Because he had, you know, he took this. He took the Atkins diet. I mean, it's not the same, but he took the Atkins diet and his big idea was this thing of like, butter in your coffee. Boom. That big idea, putting butter in coffee. It was just the ketogenic diet, right? That's not. It wasn't this new thing, but he was like, butter in your coffee. Boom. Bulletproof was born, right? Like, what's the big idea for your business? I can't tell you that. I can't like, doodle something that shows you. Here's how to find your big idea. Maybe I can. I Just don't know how to do it right now because again, it's not a pattern, it's the opposite of a pattern. So look at the pattern. What's everyone doing in your market to explain or to sell your thing? And what's the opposite of that? Like, how do you break the pattern? How do you have your big idea so that when somebody hears it, it smacks inside the head and they're like, oh my gosh, that's brilliant. That's the thing, right? And so, yeah, I think my point of this podcast is just to get you guys to think about that because that's what I did today. I sat in front of a blinking cursor for three hours thinking, thinking, what could it be? What could it be? Like, you know, I looked at all my competitors, right? I'm looking at, I'm not gonna spoil action as MD is, but looking at autoresponders and other things that, like, how do they pitch it? Like, because how everyone else is pitching is the pattern. Like now what's the opposite of that? Like, how do I, how do I make it the opposite so that it becomes this interesting idea? And so I hope that helps. I hope this, if nothing else, it gets you to sit there in front of a blinking cursor, like I had to do today and just think like, what's my hook? What's my big idea? Like, why should people care? Like, why, why am I going to invest the time and energy it takes to make this video or this webinar or this whatever? And why is someone going to take time, energy to watch it? And why are they excited to run and find their wallet and pull their money out and give it to me? Like, there's a big idea behind that, that drives it. And I don't think most of us are spending enough time doing like figuring that out. And when you get it right, man, like you see it, Gary Halbert said, one idea properly exploited is worth more than a hundred lifetimes of good work, of hard work. And I believe that. Like I've seen that in my own life. I've seen it in tons of our members lives. Like one idea, when you exploit it properly is worth a hundred lifetimes of hard work. So like, what is that idea? Like, it's, that's what it is. It's the big idea, the big hook, the big, like, what is that thing for you? So if you listen to Todd Brown, listen to his stuff on the Big Idea, I think it's fantastic. He did a whole presentation last year's funnel hacking live about it, but just get that in your head spinning. When you're looking at advertising, you're funnel hacking people. What's their big idea? What's the big hook? What's the thing that drives this campaign? Because when you find it, you can identify it. It'll help you get better at figuring out what your own are as well. So hope it helps. Hope it gives you some good ideas and gives you something to think on. That's what I got. I'm gonna get these kids homework finished so I can go to bed because I gotta be uplifting weights soon. Trying to get rid of this double chin before funnel hacking live, which is, yeah, pain. Wish you could just sleep it off. That'd be way better. Anyway, appreciate you guys have an amazing day and we'll talk to you soon. Bye.