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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
00:48:28
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- [00:00]
Russell Brunson
McDonald's meets the Minecraft universe with one of six collectibles and your choice of a Big Mac or 10 piece McNuggets with spicy nether flame sauce. Now available with a Minecraft movie meal and participating McDonald's for a limited time.
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Adley
A Minecraft movie only in theaters.
- [00:15]
Russell Brunson
Ryan Reynolds here from Mint Mobile with a message for everyone paying Big Wireless way too much. Please, for the love of everything good in this world, stop with Mint. You can get premium wireless for just $15 a month. Of course, if you enjoy overpaying. No judgments. But that's weird. Okay, one judgment anyway. Give it a try@mintmobile.com Switch upfront payment.
- [00:37]
Adley
Of $45 for 3 month plan equivalent to $15 per month required intro rate.
- [00:41]
Russell Brunson
First 3 months only, then full price.
- [00:42]
Adley
Plan options available, taxes and fees extra. See full terms@mintmobile.com do you have a.
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Russell Brunson
Funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com podcast. That's sellingonline.com podcast. This is the Russell Brunson Show. What's up everybody? Welcome back to the show. Today I'm with someone who I'm really pumped to hang out with for the first time. Just meeting her a few minutes ago, but I've been watching her online probably since, I don't even know, probably four or five years. I started seeing her videos go viral and they're insanely good. And I started watching video after video. I started following her socially and then started watching her from platform to platform. And I have a lot of friends who have videos that get like billions of views and most of them don't ever like transition then into like, let me show you what I'm doing. And just over the last, I don't even know, we'll find out timelines from her here in a little bit. But in the last year or so that I've been aware of, she started like actually teaching her formula and what she's doing. So I bought the course. My team's been going through it and a whole bunch of other things and I just, it's, it's really fun to see someone who is executing at probably one of the highest levels. I don't know if There's a top 10 list of like the influencers are getting the most views, but she'd probably be on it. If not, we should make that list. But then also someone who can teach it as well, which is the harder part, I think a lot of times is doing it then also being able to teach. Her name is Adley, and I'm super excited to be hanging out with her today. So, Adley, how are you doing?
- [02:10]
Adley
I'm so good, so better now. Honored to be here with your community. I've similarly been following you since. Since I was a bankrupt musician.
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Russell Brunson
Oh, wow.
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Adley
So many, many years. Read the books and just followed your journey as well. You've inspired so many people, and it's an honor to be here.
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Russell Brunson
Oh, thank you. Well, let's start there. Tell us about. So you're a musician who was struggling. How long ago was that, that that part of your journey began?
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Adley
I feel like I have a similar story to most people who end up being marketers is it's you step into this from a necessity, from a need of knowing that for me, God has a bigger calling on my life. And I was stuck in musicianship, waiting for a suit behind a desk to give me permission to entertain is what it was for me. Permission to serve people and if and where and how and could why I would ever be successful. And that didn't sit very well when you know that you have capabilities. For me, it was to entertain. And so stumbled into video. Started making videos while I was touring with Blake Shelton, actually. So having a nice run as an independent artist, but just knew that I was always more interested in how to market the music than I was actually making it. I was like, I can sit and write songs and scratch this itch to create, but if nobody ever hears it, then what does it matter? Like, it just becomes a hobby at that point. And so started making videos while I was on the road. Nobody watched them, by the way. For years. I was just getting my reps in, right? This isn't a time thing. It's definitely a reps thing. And so just got the reps in and then, long story short, one day put chickens in a bathtub and improv this silly little bit that I was making videos for meme pages and improv this bit. And it did 19 million views overnight and grew me 110,000 followers in 24 hours. And I was like, this is it. If I want attention on anything, whatever my mission, message, product, or service is, it could be a towel, it could be a water bottle, it could be a company, but if I don't know how to get attention, it's not going to work. And organic Social is free. And we are now living in the greatest wave of free advertising the world has ever seen, which is once we started getting our reps in and accruing a billion views a month. We've done a billion views a month every month since 2020. And once I was so confident we could pretty much do this for anybody. That's when as we were talking about before we started rolling, it just feels really good now to help other people. It shows you your system and formula works when you can have a guy who cleans trash cans for a living or whatever. The company is real estate on down that you can show how to get millions of view use on command just by tweaking their content strategy just a little bit. So that's the journey in a nutshell.
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Russell Brunson
So cool. And looking behind you, there's all your, you know, YouTube things which you said YouTube is the last platform you went on and you've already like lapped Everybody else like 25 times, looks like, which is amazing.
- [04:54]
Adley
This is crazy. Russell. One YouTube short, 1:59 second video got us 2 million subscribers for one of these plaques. You get these plaques for a million 159 second YouTube short that took us maybe 15 minutes to make, gained us 2 million subscribers.
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Russell Brunson
I'm working way too hard. I've been trying for like a decade. I'm at like 300,000. So.
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Adley
Yeah, well, yours are more meaningful, selfishly.
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Russell Brunson
I'm going to learn what you did.
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Adley
I won't even show you the video because it's quite embarrassing. It's so silly, right? They're entertainment for the masses.
- [05:23]
Russell Brunson
But so in the music world, were you like singer, songwriter, like, do you. Were you writing stuff ahead of time, which is why you have. When you transition to writing, you know, writing ads and stuff. Or is that what you were doing in the music side?
- [05:34]
Adley
Exactly, a songwriting. And I was an artist too, so I was singing. But I would write my own stuff for the most part. And that was the creator in me. And then that itch doesn't go away. But now it's just so much more fulfilled and such a bigger platform because I can write an idea, turn on a camera, shoot it in 30 minutes, upload it, get immediate feedback and so your reps, you can just go so much faster. You get data so much faster. And this actually makes money?
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Russell Brunson
We're not saying that.
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Adley
Yes, this is way better.
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Russell Brunson
I'm curious, like just. I'm a writer too, so I love big. Every writing style is different. Like, is there similarities from writing music to writing the ads? That you're doing or the videos you're doing. Is it similar? Was there crossover of like, wow, these are what we did in a good song that also match here? Or is it completely Night and Day different stylistically?
- [06:19]
Adley
Night and Day. But no one's ever asked me that. That's a great question. You still have to hook the same. Right? Like if we're just scrolling through Spotify and we're like, the song sucks, what is making us flip the song? And it doesn't hook us the right way. It's riff, it's melody, it's vibe, it's feel. Same thing with our. Your first three seconds matter more than the next 30 ever will. Because if you. That's why the hook is so important, you teach about that really, really well. Because if you don't hook people in the age of attention and when our spans are shorter than ever, we have to start there or we don't even have a shot at getting people to our actual message.
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Russell Brunson
Yeah. One thing. We'll probably go deeper in your scripting, but one thing I see you do probably better than I've ever seen anyone, is not only do you, like. A lot of people do a hook where they, ah. And they get their attention for a second and then they go into their thing. You, like, lead with these hooks, but then it, like, it opens this like a thing that you don't close till way later. And so it's like your hooks are so much more efficient and effective than almost anyone I've ever seen. Because of that, I've. I've tried to figure out how to replicate that more so in my world. But do you know what I'm talking about? Like, I love. You probably have a name for it. So I'd love you to talk about that because it's not just like, grab their attention with a flashy headliner, you jumping around. It's like you're hooking, opening a loop that then doesn't get the payoff till way later. I'd love to explain that part because I think it's the amplifier you're doing that's so much more powerful than almost anybody else doing any kind of hooks.
- [07:38]
Adley
I really appreciate that. And you nailed it where you said it's an open loop. Because as humans, when a loop is opened, we're kind of already filling in that blank in our minds. Right. And so if I don't close it, there is a subconscious itch there that I created that I'm not going to scratch. And the reason I think we got so good at this or the reason I know we got so good at this is because we made more money every second that we kept people watching. And this was Facebook 2020 to about mid 2023, 24. And still today the money's just different where we were not getting paid unless we were making videos over three minutes long. So we were taking concepts that were six seconds. Most people would make it a six second video and we had to hook you so hard and suspend you to watch for at least three minutes with an ad break in the middle. That's very tough. But we wouldn't make any meaningful money unless the video also. You made it through that ad break and then also got least a million views. So we were putting in reps at our height. 18 minute, 3 minute or long videos a day, every day for years. That's a lot of videos. And all we were studying was how to get more retention. And how could I get Russell to spend not 30 seconds with me, but 3 minutes and 30 seconds with me. 8 Watch 18 minute long Facebook Lives. And it all followed the same pattern of hook and then not scratch that itch until the very last three seconds. And YouTube follows a similar format. Right? And so does actually every story that we tell. Look at any movie that you watch. I love the Taken series with Liam Neeson because I think he's a bad boy. He's a bad guy. It's awesome what he's doing and for a good reason. But one, the stakes are very high, right? So you have to raise the stakes. That's where I think most people go wrong, is they just play really low stakes in their videos. But stakes determine why people care. So are you telling people how to make $1 million with their funnel? That's a pretty high stakes, right? It works. People care about those things. So what is the theme of your video and are the stakes high enough? But also how are you giving them enough value to where they want to stick around? And we would play with these thresholds and we. I won't lie to you and you probably already know if you're familiar with me, for years we made videos that were bad, you guys, subjectively like cringe content. We made Facebook change their algorithm so many times and actually install watch bait penalties because of these videos. Because it was fascinating that people say they want to watch really thoughtful and integrity filled content, but in reality they want to watch cat videos. They want to watch things that are surface level, that don't, that aren't too deep. Right? They're standing in line at the bank, their kids tugging at their leg. They're making dinner, they're laying in bed with one eye open. So we realized almost the worse the videos got, the more hundreds of millions of views they got and the more we got paid. And so we started playing with those thresholds and dialing in this formula to where thousands and thousands of viral videos later, we were able to see. Wow. Of the ones that earned the most and got the most attention, a very clear formula appeared. And then we took that formula and started making videos exclusively with it. And I'm not gonna look you or anybody else in the eyes and say, if you use this formula, every single video will go viral. No, but I will say our batting average increased to about a 7 out of 10 video, getting over a million views for sure. And so then we started applying that to different niches. Because think about that. Like, if we could compel people, like, we won't call it by its street name, which is cringy. We'll call it what it is as marketers, which is compelling concept. We would compel people to watch stuff that was so bad. Right. And that they didn't even like. If we could compel people to watch videos they didn't even like, Imagine good stuff. How could we compel Imagine good stuff? Right. That was the thought. It still is. And so then we just keep testing that storytelling. But it's all built around retention. Because if you and I are going up against each other and Russell has more watch minutes with the algorithm than me, the algorithm is going to say, Russell's content's more valuable and he's going to get more eyeballs and more served up, more people serving his content, the algorithm.
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Russell Brunson
Interesting. So I want to go back. So Facebook's. When you first let in, you said 2020 is right. So like Covid, that time in line is when you started publishing on Facebook. And So we get 2019.
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Adley
2019.
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Russell Brunson
We give people example. Because again, I've seen a lot of them. But like you said, like a bad. Like, how would you like. I'm pulling any random example, but how you do a video, how you'd be hooking them and what, like, what that kind of looked like originally. Because I love people understand the evolution of kind of where you've gone with it.
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Adley
Sure. But some of these videos would look like is a guy dressed up in a ghillie suit. Right. And so he looks. It's like hunting gear.
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Russell Brunson
Right.
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Adley
He's in full camouflage. He looks like a bush. And he'd be sitting there Like a tree in someone's house poking someone's butt and. Or their shoulder. And then they turn around and be like, who's there? What's that? And it's like Chinese physical comedy. But people can't stop watching until the person realizes it's the guy dressed like a tree and it's not a real plant. We. We anchor on pranks a lot because they follow the formula so perfectly. There's a setup, and then it doesn't pay off until you realize the prank is executed, Right? So we were for a long time not able to crack 10 million, 20 million views on a video. And all our friends were getting 100 million hitters. And I'm like, dang it, what are we doing so wrong? Why can't we get 100 million? We're capped at 20. And it was anchoring and retention for suspense. And all of it was suspense. So we did the oldest trick in the book where I put shaving cream cheese in my husband's hand. He's sleeping. And then we're going to tickle his face and he's going to slap himself. Right? Everybody knows that bit. And we just raised the stakes a little bit more. I had a fly sound and I'm just buzzing the fly app on YouTube over his head until he smacked himself. That did 110 million views and probably made us 55 grand. That dumb video that the whole world knew it was going to happen, but it was just the watch time was so good. We were.
- [13:34]
Russell Brunson
I think I saw it. Because you think it'd be like you just cut the thing where it slaps really fast. But how long did it drag out? Like, how long were you?
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Adley
Like 3 minutes and 1 second.
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Russell Brunson
301 is when you hit it and then it just ends.
- [13:45]
Adley
Every video is three minutes on the nose. Three minutes and one second. So we get paid. But that silly, silly video was our first hundred million hitter because we finally understood watch time and retention. And that our job for the next three years and still is in our publishing division is just to keep people on these apps for long periods of time. And so that's still your job. That's my job. As people who are putting content out there, you get rewarded if you make content that people spend time consuming. So how can we do that? How can we become great storytellers? Whether the video is six seconds long now or three minutes long, if you can tell great stories about your business and make people feel something, they're going to stick around and the platforms are going to reward you. For it.
- [14:25]
Russell Brunson
Yeah. Do you ever get one of those ads that makes you go, why am I even seeing this? Not long ago, I kept getting served ads for these super fancy chef grade pots and pans, like premium artisan cookware. And I'm sitting here thinking, you guys, I barely even know how to boil water properly. Properly. I'm more of a protein bar and a podcast guy. Now, I'm not knocking the product. It just wasn't meant for me. And the real problem is that the company probably paid good money to show me that ad. And that's why I always tell marketers that relevance is everything. And that's where LinkedIn ads comes in. This isn't your average ad platform. It's a network of over a billion professionals. And targeting options are insane. You can target the exact buyers by job title, industry, company size, role, seniority, even skills, and company revenue. That means your message gets in front of the right people, not someone who thinks that instant ramen is gourmet dining. Now, if you're serious about B2B marketing and not just throwing spaghetti at the wall hoping it'll stick, then you've got to be on LinkedIn. And here's the best part. LinkedIn will give you $100 credit on your next campaign. So you can see it in action. Just go to LinkedIn.com clicks. That's LinkedIn.com clicks. Terms and conditions apply only on LinkedIn ads. This episode is brought to you by Indeed. When your computer breaks, you don't wait.
- [15:36]
Adley
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- [15:41]
Russell Brunson
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- [15:43]
Adley
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- [15:50]
Russell Brunson
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- [15:51]
Adley
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- [16:00]
Russell Brunson
I know in our world there's some people who, who look at this and like, they want to create videos and stuff to get advertising, but most of them, like, they've got their own products on funnels, things like that. And so the question is like, okay, let's say, like, what's the equivalent of this, you know, smashing a pie in the face for, for me, if I'm, if, let's say, you know, I'm selling a product on relationships or weight loss or things like that. So I'm sure that's what you do with a lot now is like, how do you, how do you take your framework and transform it for a very specific type of business? Is it different, you know, or like how, how would you, how do you do it for other businesses like that?
- [16:30]
Adley
Great question. So I just got off coaching on our Mastermind. It's all seven and eight figure business owners trying to figure out how to apply those techniques to storytelling their own business. And one of our people is a weight loss coach. So let's go with weight loss. And she's just teaching. Here's the right form for a wall sit and here's all this stuff that, that everybody else is doing and she looks like everybody else. So she's getting the same results that most people are getting, which is not exciting. And so we're teaching her to master retention and challenges. And how can you entertain the masses and then educate the interested and sell to the committed? Right. How is somebody going to. Why is somebody going to buy Pam's course or be trained by Pam rather than any other fitness trainer? What is her business? Unique selling point? And what is that marketing angle that all of the content then is a spoke from that wheel? And so we dialed it in. Dialed it in. And she really helps women get great booties. And that's fantastic because people love looking at the human body. Just guys or girls. So if she's doing a wall sit, how can we go from pancake to peach in 90 days? Is we just reformatted her offer a little bit from pancake to peach. Everybody wants that. So now she can do a wall sit video or she can do I'm standing now, but like a gluten extension where her glute. You have a girl, she's on all fours, glutes extended, and she's teaching the form in this. But she puts a peach maybe on the girl's booty and says if this falls off, you have to hold the glute raise. That's the whole point. So if this peach falls off, then you have to start all over. So now we're watching this girl shake and hold the thing waiting for the. The music's dialing in the keyframes. Going in on this peach that's shaking, is it going to fall off? Maybe she makes it difficult and puts Legos under her. So if she drops that, she's going to step on Legos. Now, like, how can we raise the stakes to turn a challenge and an entertainment factor into teaching the proper form for a glute raise? Right. And just make her a little bit more memorable because she has a fantastic personality. So let's use that. So we just help people find ways to use this formula. In a way that mimics their offer and helps them tell better stories and be more entertaining.
- [18:36]
Russell Brunson
I'm curious because I can see how that works for like a video or even an ad. But let's say someone's got a YouTube channel like would you recommend? Or you have people where most of the videos they're doing are following this formula consistently on their channel. Or is this more like you do these every once in a while to increase engagement and subscribers. And you could run as an ad, you know what I mean? Or what's. How do you train people? What's the, your thoughts on that?
- [18:57]
Adley
We say if you're in growth mode, which I think right now every single person listening to this should be in growth mode because personal brand is scalable for the first time in history with AI now the level, like the playing field is level and that makes it an arms race. Whoever gets the most attention gets the most business. So how can we help you get more attention? I would say, and this may be different for everybody, but if you're in growth mode, I would do 50%, what we call top of funnel, which is more widely relatable content to attract new eyeballs and heat up your profiles and show Instagram or whatever platform that you're putting this on, all of them, hopefully, but that you're making content that is widely shareable, high engagement and relevant. Because if they see that, if they engage with that, that's going to bring new eyeballs to your account and then they're going to see your middle of the funnel trust building and bottom of the funnel conversion style content. So I would say a couple things. One, do 50% top of funnel if you're not already just to get your reps in, get the growth and get new eyeballs to what you're already doing. But then we do teach the formula in every single, whether you're doing middle funnel or bottom of the funnel content. And what that looks like is just in the way you structure a video. So even if you're doing talking head podcast clips, there's a way that you structure a script to hook really hard, make a subconscious promise that makes people feel something and that creates an itch and then give value, value, value. But don't scratch that itch until the end of your video, even if it's 10 seconds or 30 seconds long. You just need the retention. Because if people, if Your video is 30 seconds and people scroll at 10 seconds on average, you're telling the platforms that your content isn't very valuable. They didn't want to stick around once they were exposed to it. So you're not making anything valuable. So that's just the game to play. But if you learn how to archetype these videos well and provide value the whole time, you're going to be in a much better position. So if you take a good example of this, so I can show you a picture, would be Jefferson Fisher. You know who Jefferson Fisher is?
- [20:55]
Russell Brunson
Yeah, just recently. I don't know him super well.
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Adley
It's in his car and teaches people how to have better conversations, avoid conflict. So this guy is a trial lawyer from Texas. He has 6 million Instagram followers. A trial lawyer from Texas. Do you think he's talking about law? No, he's not advertising as the law firm, but he's teaching people on the macro how to have better conversations, how to avoid conflict, how to talk to somebody who's gaslighting you, how to overcome it when somebody says this, and how to just have better conversations. Now he's got a best selling book. He's crushing it because he's unleashing himself a little bit. He's making himself more widely relatable, and now his law firm's doing amazing. But I think people really need to understand that there's two different types of relevance. There's contextual relevance, which is what most people are aiming at. They're the law firm you think about when you're in Austin, or they're the restaurant you think about when you want a great burger or you're the fitness trainer. Right. That people think about. That's contextual relevance. But then there's cultural relevance, which is above that and takes no extra effort to just go a little bit wider and you, then you become contextually relevant by default. So now when I think of trial lawyers, I automatically think of Jefferson as the best because I see his content all the time. Because he goes wider, he does at least 50% top of funnel, shareable, engaging content. So now he is who I think about. Another example would be dude wipes. These are butt wipes, you guys. They have a branded content series where they do a makeshift UFC ring and they take really breakable things and they just pendulum swing them until they bust. But they make it feel like a UFC fight where they are wiping, taking dude wipes and wiping the fighters, the breakable things often between rounds, and it's hilarious and they get hundreds of millions of views. So now when I think of wipes, I buy. I, I'm, I've been incepted. I buy dude wipes now Just because they're the only one that I can name. Right. And they've built an amazing brand going wide and entertaining the masses. And then they have their conversion content all throughout their pages as well. Yeah, but that's my challenge is if everybody would just aim for cultural relevance. It's no extra effort. It's a little bit more fun. And you're just making yourself bigger than you actually are, which is going to attract your. Right clients.
- [23:18]
Russell Brunson
Yeah. A lot of times we try to niche down because again, in an offer and a funnel user, we're trying to niche down, but this is pre funnel, like you want. Like you said, a lot higher. A bigger sea of people to message you can bring down and, you know, come down the top of the funnel versus the bottom of the funnel.
- [23:34]
Adley
Obviously, it's all a funnel. It really is. And you've done such a great job of doing this where you're on the macro when people. You've aligned yourself with that word, with the word marketing, with the word funnel. So nobody can think about funnels without thinking of you. You're on the macro. You know, and that's just my encouragement to everybody else listening is look at the people you're looking up to. Their chances are you found them because they spoke to the macro more than they just talk to their avatar. In every single video, there's another legal.
- [24:04]
Russell Brunson
One that when you said the other guy, the YouTube channel Legal Eagle, I don't know if you've seen them, but they have like 3 million followers. But he's interesting too, because he's very similar. Like, he. He's a law firm. Like, he's got ads throughout Permanent Law Firm. But his videos are amazing because he'll pick a movie and he's like, like, say Dumb and Dumber. And he's like, here's every law that they broke in Dumb and Dumber. And he goes through and it's hilarious. You see the funny scene and then he's like, this is illegal, you know, and all this stuff. And he just. It's like he has the relevance of all his movies. Then new movies come out. He's like riding that train. He's like, oh, here's all the laws that they broke in Home Alone 12 or whatever the next thing is. And it's just. It's crazy to see his viralness and then. But he also hits every political thing. Like everything that's top of, you know, it's hitting press. Like, everything. He's got the legal analysis on each thing. And it's just Been insane watching him. And I always kind of think on my side, like, man, how do I, how do I capitalize? Like, because I think I get too stuck in the lower end too with funnels and stuff where it's like I'm talking to my funnel hackers, like, these are the people. And it's like, I gotta come a step up, I think also to make my stuff go more viral, you know what I mean? It's interesting.
- [25:06]
Adley
It's so easy to see other people do it and diagnose other people. I feel like marketers are so good at that. But self diagnosing and reading the label from inside the bottle is so tough. That's why I have coaches. I know you have coaches and we just have to have somebody else kind of just tell us what to do and what they see in and ask us the right questions to get us there.
- [25:24]
Russell Brunson
Yeah, a hundred percent. Okay, so I'm curious, on platforms, you said you start on Facebook and you've gone across and you know, you have systematically dominated probably every platform out there, especially the most recent YouTube as we can tell, which is amazing. But like, for people nowadays, if they're just getting started, is there a place you, you'd recommend? Like, are they starting short form, are they starting long? Where? I don't know. What do you recommend people do if they're just the beginning of this? They've got to funnel up, they're starting to drive some traffic, but they want to start adding viral social stuff. Like, where would you, you lead them initially?
- [25:56]
Adley
I'm going to preface this by saying once you make the content, post it everywhere. We have people who are like, should I even post on shorts? YouTube? I'm like, yes, you made it. Why wouldn't you? Because you may think your audience is on Instagram, you know, or Snapchat or TikTok or whatever, but you might be really surprised when you start posting on shorts that it just pops. And that's the one that went for you. And if you didn't give yourself a shot there, you already did the hard work. Why wouldn't you post it everywhere? So I will always say post everywhere because you, you never know where it's going to pop for you. But I would just look at your avatar. Like, my answer to you would probably be different than Betty down the street. But where are your people hanging out? Are they on LinkedIn? Are they YouTube people? Are they, are you going for a metadata play here? And, and what, what are you angling at? But I would say be everywhere, but just Think about where your people are hanging out and having conversations. Are they Redditors? You know, like, should that be a core strategy for you? But at the end of the day, if you're making good content, it's. It's gonna. It's gonna go everywhere. Like, we have to be first to post all of our stuff everywhere, because there's spots now that will crawl all of our pages and they'll take it immediately and throw it on YouTube before I even get a shot. And then I get limited now. Yeah, I'm getting copyright strikes on my. On our own stuff. I didn't think about that. Isn't that crazy?
- [27:13]
Russell Brunson
Yeah.
- [27:13]
Adley
But I would say wherever your avatar is, that's where you want to insert yourself in the conversation.
- [27:19]
Russell Brunson
Are you creating something different for YouTube versus Instagram versus everything? Are you going, you know, you make a long form or short form version of each video, or you make one that's focused. Like, this is our short form. We hit across all platforms, and then this is our law. You know, like, what's your. How do you structure that kind of stuff?
- [27:32]
Adley
I would say same. Same type of content, maybe in just a different wrapper to where the language. Like, if I'm doing a text overlay, text overlays on the first three seconds. You guys know what I'm talking about. Like, that'll reframe the audience of how to consume the video. So will the music. If it's dark and creepy and suspenseful, you watch it with a totally different tonality than it's. If it's sad, sappy, romantic music. Same content. Right. And so we might test. We should talk about trial reels in a second. Oh, but we will. We'll test different wrappers of the same type of content. We'll test different three seconds for each platform. And that's just. Just. I wouldn't say everybody has to do that right off the start because it's exhausting. We just built that into our system over time.
- [28:18]
Russell Brunson
Yeah. Okay. Trial reels. I know this is a newer thing that most of my world probably doesn't know about yet. I actually found out about. I was hanging out with Sean Kelly, his podcast, and he says he's posting 40 trial reels a day. And from that polling. So you explain first off what it is and then how you guys are using it, because I don't think most of my world even knows that is yet.
- [28:35]
Adley
I have full body chills. This is how I'm excited. I am about this. Right. So I want everybody to pull up your phone and pull up an Instagram go as if you're going to post a reel. And then on the page right before you hit publish, publish, see if you have a toggle that will say trial. And if you don't have it, make sure you have the most updated version of the app. But still like 10% of people I feel like don't have it yet. And I'm so sorry if that is. You keep, keep looking every single day. Yes, because here's what trial reels does. It solves the problem that I think a lot of people get stuck in of not making contacts. They don't know what to do, they don't know how to show up and they're scared to try. And their followers don't want this. When you post a video and toggle on trials, it only goes to non followers. You go straight to recommendations, baby. And so what that does is you can test different content styles, you can repost your best performing content, and it goes out to people who don't follow you yet and will attract people back to you. On my Instagram. Here's the power of this. My Instagram last 30 days, we've done over 100 million views on trial reels alone and gained 50,000 new followers. Trial reels alone, it is a game changer. So load up all your best pieces of content. If you have podcast clips, throw everything on there. But what you can do this also do with this is split test your content. So when I make a video like we're making videos all afternoon, I will make three or four different versions of each one, meaning I'll do different opening lines, I'll do different opening visual shots, I'll write four different hooks, I'll shoot all of them. I'll also have long versions and short versions to test retention. And I'll load up all 5, 6, 7, 12 versions of this video onto trial reels and I will just let them sit 24, 48, 72 hours and you will see which ones pop in, which ones don't. Maybe some get 300 views, maybe some get 3,000 views. And then you can choose of those seven versions of the video, you see which one the algorithm is preferring, what people are preferring. And then you can click publish that one to your page so your page stays hot.
- [30:45]
Russell Brunson
That's right.
- [30:46]
Adley
And you're just split testing at scale. It is so cool.
- [30:49]
Russell Brunson
Do you delete the other ones or you just let them kind of roll out and just leave them there?
- [30:53]
Adley
I let them run because they're all out there, you know, they're all still attracting people and sometimes they don't pop for a couple weeks. We have one that it wasn't doing anything for the first three, four weeks and then popped out of nowhere. And then it was gaining several. Tens of thousands of followers a day. No, sorry. Tens of thousands of views a day. But only just because I left it on trial reels. Just left it out in the ether. So powerful. I was never really a runner. The way I see running is a gift. Especially when you have stage four cancer. I'm Ann. I'm running the Boston Marathon.
- [31:27]
Russell Brunson
Presented by bank of America. I run for Dana Farber Cancer Institute to give people like me a chance to thrive in life even when cancer.
- [31:35]
Adley
Join bank of America in helping Anne's cause. Give if you can@b of a.com supportann what would you like the power to do? References to charitable organizations is not endorsement by bank of America Corporation. Copyright 2025. At Capella University, you can learn at your own pace with our Flexpath learning format. Take one or two courses at a time and complete as many as you can in a 12 week billing session. With Flexpath, you can even finish the bachelor's degree you started in 22 months for $20,000. A different future is closer than you think with Capella University. Learn more at capella.edu. fastest 25 of students. Cost varies by pace. Transfer credits and other factors. Fees apply. Especially somebody who's a bank account catalog like you do.
- [32:20]
Russell Brunson
Just 20 years of events. That's what I'm for is like each day we got one or maybe two shots, make something amazing. Like so I talked to Sean. I was like, oh my gosh, we could like again, we're hire a team just to full time. Just because of everything. Yeah, just to speeds up production. And then for us, like again, we're primarily ads driven company. And so it's also for us, it's like now we find the one, throw out trials, find the winner for the social. And that one becomes like now we reform as an ad. Now we get the best ad as well. Which saves us every ad. Usually we're testing a thousand bucks running an ad. So it saves us $20,000 a month, $30,000 a month testing. Coming out with the best thing that's most likely to, to hit, which is, you know, that's, that's exciting. I got chills. Got it.
- [33:04]
Adley
I know, it's, it's so exciting, you guys. And organic social, whether you're using trial reels or not, is such an amazing testing ground for your messaging and it's saving so many people on their ad costs. We have a guy who just joined our program. He goes, my ad cost is cut in half now just from the content I'm making is better. It's just speaking to the audience. I'm like this is the most exciting thing that I didn't even plan on to be a result, but it is mastering organic social and just investing in your personal brand right now. I just, I'm gonna die on that hill same way you die on your hill. I'm like, I found those things, personal.
- [33:37]
Russell Brunson
Branding, they're both great.
- [33:39]
Adley
Yes. So and I'll even make a pretty bold statement. I, I really believe by 2030 personal brand be more powerful than Bitcoin. Bitcoin may 100x but your personal brand could 1000x your income, your influence and your impact on the world. And it is scalable like you were talking about for the first time in history. And I think everyone is just out of excuses for not going as hard as possible because it's free. You have an iPhone. We've never shot a viral video on anything other than an iPhone or a ring camera. So you just spend a little bit of time, I'm begging you, even if it's an hour a day, 30 minutes a day to just work on getting good at this and work on story branding yourself and how you can show up on social. I just think it's a non negotiable and we're all out of excuses for not doing it to the maximum.
- [34:26]
Russell Brunson
Yeah. I also think just AI is I think going to hurt so many industries because yeah, like software, software, my development team today, it's like in five years from now you could literally, you'll literally be able to go like I want ebay and it'll just code you ebay. I want click funnels. Like it stops becoming that sexy. Right. Information in and of itself is, you know, AI. In five seconds you can create a course on anything you want. Right. I think there's AI influence, there's stuff like that. But like by 2030, whatever that next, the next thing is, I think it's the human connection that people are missing and the brand building because people are no longer going to buy based on anything other than like who do I connect with that I trust and then that that's the filter for most of their other decisions. Right. And so I think those who pay the money and the energy and the time right now are the ones who capitalize long term. So I never looked at it from Bitcoin, though, which is really interesting too.
- [35:15]
Adley
Anyway, because it's going to go up and down. And your. You know, what your personal brand may be too, but it's. You have one. You have one character about yourself. You have one reputation. And it will come down to trust, because anybody can spit up a course right now that's really scary because they just need good marketing rappers and they could sell people when they have no business selling people. You could make a course now, have no history or track record. And so I think it's going to come down to the people that are going to have longevity in this business are the ones that have the trust. And trust comes from being out there and earning the trust that. That you have to earn. And I think that that's who's going to last.
- [35:54]
Russell Brunson
So cool. Okay, last thing I want to ask you. This is a selfish question, though. I want to understand your process from how you guys do it, from idea to scripting to filming. Like, what does it look like? I don't know, a typical week, or, you know, I don't know how you guys structure, but I'm curious because I get stuck in this where I get on times where we have a good process in place, but then we'll have an event or something we're doing and everything falls apart. And, like, we're not consistent. I'm just really curious how you consistently show up doing it at such a high level for so long. Yeah, I'd love to understand how you guys do that.
- [36:22]
Adley
I appreciate that because I feel like that is my Achilles heel too. If I'm the plumber with leaky pipes, it can be consistency too, as we're doing this for people. My own content is struggling because I'm still an entertainer first, but then we also have an education division where we teach people how to do this, because that's my heart and that's being a river and not a reservoir. But I think it comes down to. It comes down to systems, which I'm. Which I'm working on. And that's the only reason we're getting anything done, is finding a way to prioritize this, because it is so, so important. So from ideation, once you start seeing, like, for us is the formula, once we. You understand it, you. You can't unsee it. Like, I can't think, look at anything and be like, oh, that wouldn't make an awesome video. You know, so part of it's just getting the rep center where that becomes second nature. But even before that, saying, all right, if Here's a format of how I know good videos work. Here's a formula, in a sense, and even using ChatGPT as your buddy, to say, okay, I want this BIN style framework, I want this billion view formula. I want retention. Here's what I'm aiming for. Here's the pain point that I'm trying to solve, but I want to lead with humor. And you can almost have a creative director and a brain buddy to help you do these things without just relying on you and a pen and paper to come up with all the ideas. So I think if we're solving for the bottleneck, if ideas are where you're stuck, we gotta solve for that. Use chat to just bounce ideas and help you get through that bottleneck. If it's time, it's building, it's blocking your time to just say, okay, here's how I'm getting faster and more efficient on idea generation. I need my whole team blocked or four people to help me make these videos from two to four every Wednesday. And then I need to hand them off to editing. If editing's the blocker, get an editor. Like, whatever your excuse is that you're thinking about in your head, that's keeping you from doing this, that's what we got to solve for first. Because nothing else makes sense unless we solve for that first. So from that perspective, I would say identify whatever your blocker is and we solve from that first. And if it's ideas and it's going bigger, then I would look at the content that you're inspired by and start looking as you're scrolling, as you're doing scrolling, saying, oh, I'm a student of this now. Why did I stop on this video? Why did my thumb stop? Why did I keep watching this entire video? What is it about it? Why did it psychologically grab me and compel me to watch something I wasn't planning on watching? And then what is it about it? Identify it, give it a name, and then say, how could I do that? In my business, this is essentially what we teach people how to do. But it starts with solving for the blocker first.
- [38:58]
Russell Brunson
Interesting. So for you, like, are you. Do you have a cycle where each week you start and go through it? Or you guys, yeah, like, what's your. What's your personal process look like for the videos you're doing?
- [39:09]
Adley
So today we're shooting three videos for brands, and whether we're doing an ad for Land Rover or like today's Ashley Furniture and then a casino, and we're just storyboarding for them. And so what I'm thinking of is, okay, I need to show that Ashley has this new line of outdoor furniture. And we staged this whole thing up there. And instead of doing what a typical influencer would do is look at this outdoor oasis that Ashley does. And the style is so fresh and it's so durable. Nobody, nobody cares, you know. So what we're doing is an opening shot where I, we're doing three different versions. But the one that we're going to shoot right after this is I go up to my door and it says, there's a note on my door. And it says, I have a confession. And I'm like, open the loop. Okay, let's look at from sign from my husband. I have a confession. I'm like, what is this? And then I go and I walk in the door, there's another note card. It says, I've, I've been, I've been talking to somebody. I'm like, where is this going? So you see, immediately we triggered an emotion. My husband has a confession. Everybody could see themselves in that. Then I said, I've been seeing somebody. Or we tested another version. I've been seeing Ashley. Heightened, higher stakes. Who the heck is Ashley? And we're getting, I might, I bet we have at least 75% retention in the first six seconds. And my goal to everybody from this day forward is to get 90% retention on your first 6 seconds. This comes directly from our TikTok rep. If you're in 90% retention on your first 6 Seconds, you're going to be in the top 1% of content being served up to the algorithm. And that's going to open you up right away. So every time you make a video, how do I get anybody that comes across this video to watch for at least six seconds? So we have to non negotiably make them feel an emotion and have a curiosity gap. So I end up following these note cards using words from Ashley's campaign brief to pre frame set the tome. I get up to the roof, Blake's there with a glass of champagne roses. And he designed this whole thing with me, him and Ashley, and gave me my outdoor oasis I'd been begging my husband to do for two years. So we're playing on couples dynamics of humor. We're playing on Ashley's brief and how he's giving me something that I'd always wanted. But it also has that fun bait and switch. So we marry the campaign brief and the messaging points with something that's widely relatable and A theme that's authentic for us too. And then we just start filling in the pieces and we design our videos in reverse. I'd like to say one more thing because I hope this is helpful for people, but we have a method called the Missy Elliott method, which means we gonna put that thing down, flip it and reverse it. We design every single video that we do completely in reverse. So if you're going to pitch a video at Firelish, you. I don't. Most people, when they describe a video, they say, oh, I'm going to make a video showing people how to save 50% on taxes. Or I'm going to show people my amazing three ingredient brownie recipe. But what you're describing is the payoff. You're describing the end of the video. Most people, even great videos people sometimes don't make it to the end. Right. So they're never going to see that amazing tax strategy. They're never going to see the amazing brownies. So what I want you to describe is the opening three seconds. Don't tell me what the video is about, tell me you're opening three. And then I say yes or no. And I say, okay, if it's a yes, what's the next three? What's the next three? And notice how if you design videos like that, it mimics the viewer's experience. So I'm able to be an unbiased third party and say, yes, I would keep watching. Yes, I would keep watching. So whether you're designing a video that's heavily visual or you're just doing a podcast clip, or you're writing a script for yourself, every single line every three seconds say, would I keep watching? Is this good? Why does anyone care? Why do they care? Why do they care? Why do they care? Every three seconds. And that's helped us be very consistent with high performing videos for a very long time.
- [42:59]
Russell Brunson
So cool. You're awesome. Okay, everybody go. I want everyone to go and watch, like just go watch all your videos so you can see this in action. Is it just basically every platform or is there. I think it is, right?
- [43:11]
Adley
Mostly, yeah. Adley on Instagram. And then I think that's where you're going to see the most stuff. Instagram is what I tend to care the most about and start to build my tribe.
- [43:21]
Russell Brunson
Yeah, it's a fun one. So cool. And then if anyone in my listeners want to jump into your coaching program, stuff like that, where's the best spot for them to go and look for more info with you for that Nice.
- [43:33]
Adley
DM me The word mastermind on Instagram.
- [43:37]
Russell Brunson
On any of your pick a post, type in mastermind and the automations will take over from there.
- [43:41]
Adley
Yeah, yeah. Just yeah, send me a DM and I'm. I love talking to people. I can talk about this all day every day. So yes, send me a DM and if you're interested and we can help do this for your business, it'd be an honor.
- [43:54]
Russell Brunson
Awesome. Well, I appreciate you. This is super fun to hear, just insights from how you're doing stuff. I said we've been going through your course as a team here so it's been top of mind and just wanted to you know share some of this with our audience so they can, they can all start doing as well because so many of our people like I told you before we started recording like they've got great offers, they've got great funnels and they struggle with getting traffic or they were doing all paid traffic and it's just gotten so out of hand they can't. They're not profitable anymore and so they're looking for the next things and I think that this is really where people all need to be double down. They double downing on and I think your ways yeah when you understand your model and the scripting like it's. It's pretty powerful so. And did you say how many months in a row you've got A billion views a month. What was that number on that?
- [44:34]
Adley
Every month since 2020 are creating and distributing everything we distribute all over Microsoft. We still Snapchat's down ish lately but we still operate 25 shows over there and so we're still just everywhere designing most content. Most people wouldn't even know that we're behind and I feel like I've talked myself into a desk job the last couple years. I'm excited to get back into making more content as well. Join you there.
- [44:59]
Russell Brunson
Well I appreciate you hanging out with me for the last little bit and everyone go check her out at Adley over at Instagram and get some more traffic to your funnels.
- [45:07]
Adley
I appreciate that. Thanks Russell.
- [45:09]
Russell Brunson
Thank you. Hey, this is Russell. I had a really cool offer for you right now. Shortly after we launched ClickFunnels I remember asking some of our top two comma Club Award winners what would they do if they had everything taken away from it? They lost their name, their brand, their email list, their traffic, everything. All they had was a ClickFunnels account and Internet connection for 30 days. What would they do over the next 30 days to get back on top? I asked over 102 comma club winners. And from that, 30 people wrote me back and gave me very detailed step by step battle plans. Day number one, they would do this. Day number two, they would do this. And by the time the 30 days was done, they'd be back on top of the very successful business. Do you want to know what these people wrote? If so, I took all these 30 battle plans and put them inside of one book. You can get free at 30days.com. All you gotta do is go to 30days.com and go get a free copy of this book. We'll ship it out to you, discover the shipping handling, and when you get it in the mailbox, you have a chance to go through and look at all of these detailed step by step blueprints. All you gotta do is find one of these blueprints that you like, follow it step by step, and when you're done, you will have your own online business done and launched and live. So go get a free copy of one of my favorite books we've ever created@30days.com. Again, that's 30days.com.