# Why I Throw Out So Many Hooks…

- Link: https://jarvislegacy.com/podcast/why-i-throw-out-so-many-hooks/
- Published: 2018-04-16T22:36:29-07:00
- Author: anchorwave

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Why I Throw Out So Many Hooks...

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Something interesting I realized this weekend about how to reactivate people, get
them to commit, and finally give them their big ah-ha.

On this episode Russell talks about planning a new 10x Secrets product, when he 
suddenly questioned why he continues to launch new products. He explains his motivation
behind why he continues to do what he does. Here are some awesome things you will
hear in this episode:

 * Why getting so excited about a new idea made Russell suddenly question why he
   continues to put out new content.
 * How spending money on training helps people re-commit to what they are trying
   to do.
 * And why he loves reading which of his products gave people the aha that made 
   them re-commit.

So listen here to find out why it’s important for Russell to continue to put out
content that will hopefully inspire different people.

—Transcript—

What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast.
I learned something really interesting about myself tonight and I wanted to share
it with you guys.

Hey everyone, I hope everything is going amazing for you guys. Today was Sunday,
I had an awesome day at church with the kids and it was just really, really neat.
Some of you guys know, if you’ve been listening, if you’ve been following, I don’t
know. Everyone’s plugged in different spots, different places. But Thursday I did
a really cool thing, I took the day of work off and I tried to read the entire Book
of Mormon in a day, which was awesome. I podcasted about it over at bookofmormonchallenge.
com, if you want to go listen to that podcast you can go and listen to it.

And then Friday, I did a training. So the training was for everybody who had gone
to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw
at the event, I did a presentation and made 90 million, excuse me, not 90 million,
that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and
it was really, really cool.

Then the next day I got up onstage and we did a bonus where if anyone signed up 
before I left, basically we were going to let them, I was going to do a workshop
where I walked them through exactly what I did and how I did it and all that kind
of stuff. So that workshop I actually did on Friday, which was really cool. I thought
it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know,
I just get excited and I can’t stop talking and sharing and it’s just a lot of fun.
Hopefully you guys are okay if I over deliver. But it was cool.

And then obviously, immediately afterwards I’m all excited to go and try to turn
this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m
going to put this in the offer, and this and this, and the training….” And my whole
brain is going crazy with this whole process. And then part of me is like, why am
I doing this? Why am I creating another offer, a new front end, another product?

Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of
all those things, I don’t know. But what was interesting, I actually this weekend
thought a lot about that. It’s fun, I love reading the Facebook comments of people
in our groups and especially just hearing people’s success stories and stuff.

And there’s this really interesting pattern this weekend for me, as I was just scrolling
through stuff. So many people told me, “Oh for me Russell, it was when I read the
Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at
this event and you said this, and that’s when everything clicked.” And “For me it
was when…” people are sharing what it was for them that made it all click for them,
and when it clicked the business took off.

And it made me start thinking, what were the pivotal parts in my journey where something
clicked and it was like, transitional shift and shift and shift and shift. Twice
this week I did trainings for the Two Comma Club X coaching program, where I shared
something that had been shared other places, just had been shared differently and
had different stories around it and stuff like that. And the same thing, people 
were like, “Oh that time it clicked. Now I understand where I’m going.”

So you never know when, like when you’re sharing message which one’s going to click
with which people. That’s why I keep telling my stories and my things over and over
and over and over again, because you never know when it’s going to click for that
person who’s there. Sometimes it’s repetitive for some people and sometimes it’s
like the thing that makes it click.

And I started thinking about this, I’m so excited to create this offer and then 
I was bummed about it because I was like, why am I doing this? The last thing in
the world I really need right now is more money. I’m like, what is the reason? Why
am I so excited about doing this? And then it kind of hit me, I think the reason
why is that I know that, that training was the newest one I’d done. It was 6 ½ hours,
I put my heart and soul into it because I wanted to over deliver.

It was really cool actually. I actually went through and I taught the foundation
of offer creating, because that’s the key to the webinar. Then I taught the Perfect
Webinar, and then I went through the actual presentation from 10x and then I pushed
play and watched and paused, “This is why I did that.” Push play, pause, “This is
why I did this.” Just kind of went through the whole thing.

It was interesting, I even found out a couple of new nuances to the Perfect Webinar
that I didn’t ever realize until I was like pausing myself and I was like, “oh wow,
I did that thing. I didn’t even realize that.” So I was sharing those things, talked
about the price marinade, a whole bunch of cool things I’ve never really talked 
about before.

But I was thinking about this, between our email lists and everything, there’s over
a million entrepreneurs that follow me, right. And when I put something out, because
not all million are still active, excited and engaged. If they were, I would have
a million people using Clickfunnels right now, which we’re working towards that,
but we don’t have it yet. I think we’re at 61,000, which is pretty awesome still.

But I was like, those million plus people, my job as a marketer is like, re-engage
them, and then re-commit them, and hopefully this time give them that aha. So I 
re-engage them by making a new hook. I talked in the last podcast about hook, story,
offer. So I need a new hook to get them re-engaged. Because if I just keep selling
them the exact same thing, it’s going to be hard to keep them in.

But if you look at this, think about this. I have perfectwebinarsecrets.com, which
is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets
is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which
is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar.
This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the
concepts, the contents not the same, but it’s similar. But it’s repackaged in different
ways.

Where it’s like, The Perfect Webinar, that was the thing, that was the hook that
will get them. Expert Secrets, I talk about that way, that’s the hook that will 
get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes,
that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The
hook will grab a different segment, or re-engage people.

Then, I honestly wish I could, that six hour thing, I wish I could stream it to 
everybody for free. The problem is I know that if people get it for free, they won’t
do anything with it. So that’s why we make an offer, that’s why we make a funnel.
Because then I’m hooking them first, then I’m charging them, and the physical act
of them pulling out a credit card recommits to themselves that they’re going to 
go down this path again.

So I hook them, recommit them, and then hopefully this time I give them the aha,
the thing, that’s the one that…how many times have you gone and studied somebody’s
stuff two or three or four times? Like you go to church every Sunday for 20 years
of your life and all the sudden that Sunday, that person, whatever it was, you were
ready right then.

So for me I feel like that, that’s really part of this business. The money, and 
if you guys aren’t to this point yet, I’m just going to break it to you, the money
is not that exciting, moving forward. There comes a point where your house is paid
off, everything is taken care of, it’s just not exciting, the money part. But the
impact fires you up.

So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone
else on Facebook, plus the entire world, throwing these offers out trying to hook
them and get them to make a commitment. They commit themselves by actually paying
for something, and my goal is for this time to give them the aha, the thing where
they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do 
that for some people and I’m excited.

The only reason why we charge and do funnels is because we can get to more people.
We can pay for advertizing and that hook gets out to more people, which hopefully
grabs people, gets them in, get’s them to commit to themselves and hopefully that
will be the one that gets them. It re-engages people, re-ignites people. People 
who have been on and off, on and off, on and off, hopefully this will be the one
for them.

Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me
to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets,
that was the one that gave me the clarity that I needed and the permission to do
my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year.
Or maybe it’s the next thing.

Right now Julie Stoien and I working on 10 books, 10 front end books to bridge the
gap. We’ve identified 10 submarkets that basically use Clickfunnels, so we’re trying
everything in our power to bridge that gap, bridge that gap, bridge that gap. So
we’re making 11R’s, training, and success stories, and this is part of our big Project
Mother Funnel, but we’re…..

Anyway, Julie’s writing 10 different books, one for each segment. You’re in ecommerce,
this is how to use Clickfunnels, how to use a funnel. If you’re a business professional,
if you’re a freelancer, if you’re an ecom, if you’re a business, whatever it is,
if you’re in retail, here’s how to use funnels. It’s bridging the gap.

My goal is, all these different offers we’re putting out there, for these segments,
I want someone in that segment to get that aha and be like, “Oh, that’s why you 
use a funnel.” I had one of my buddies literally last night, it’s funny, it’s a 
friend from not business world, and I always forget that people see me on Facebook,
but anyway, he texted me like, “Hey man, do you do stuff for service businesses?”
and I’m like, “My whole body of work, anything I’ve ever done for the last decade
of my life works for service businesses.” But because it doesn’t specifically say
for service businesses, they don’t know it right. They can’t bridge that gap.

So I wish the book was done so I could be like, “Yeah, get the book, it’ll tell 
you exactly how to bridge the gap and then you can go build funnels for your service
business.” But we don’t have any yet, so that’s why I keep doing it. In case you’re
wondering. Why I keep putting out offers, because I’m trying to hook people, get
them to recommit to themselves and hopefully have that one be the one that gives
them the aha that makes them move.

So I’m curious for you guys, when was it? Which was the thing, the product, the 
idea, the thing that gave you the aha where you’re like, “That was the thing.” Or
have you had it yet, are you still looking for that? Was it a video, a YouTube video,
a podcast, a product you bought? There’s a reason why I’m preaching like crazy around
the clock to you guys, it’s because I’m hoping and waiting and wishing that each
of you guys will get that aha from one of these things. Give you the thing you need
to like, “that was the piece. That was the piece I was missing.”

So if you wonder why I publish so much, that’s why. I love it, and the feedback.
I literally just scroll through the Facebook feed and I’m just liking everything,
it just makes me so happy to see all the positive stuff. Anyway, that’s about it.
I’m tired and I’m going to go to bed tonight because I’m getting up at 5 tomorrow,
because this week’s going to be so much fun.

Sleeping becomes a nuisance. Have you guys noticed that? If not, you’re not having
enough fun yet. I gotta sleep, but I gotta wake up early so I can start the party.
I’m getting up at 5 tomorrow because I got my next episode of the Bookofmormonchallenge.
com podcast I’m going to be recording, then I’m going to be lifting with Dave and
with James. Then the party starts and the week begins. So it’s going to be a lot
of fun.

Anyway, I appreciate you all, thanks for listening. If you are on YouTube, please
click on the like, subscribe, comment, all that kind of stuff. I do actually, every
YouTube comment does come to my email, so I do read all those, which is kind of 
fun. And if you’re listening to the podcast, please go to iTunes, like, comment,
and subscribe. If you liked, commented, and subscribed in the past, please do it
again because iTunes bumped us for a while, so we’re rebuilding the channel. So 
we may have missed your comments. So please come comment again. Appreciate you all
thanks so much. Talk to you guys soon. Bye.