Redefining Dramatic Demonstrations
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Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

What's up everybody? Welcome back to Marketing Secrets Podcast. We are recording another one in our new makeshift studio, which has been a lot of fun. Hopefully you're enjoying. Hopefully you enjoyed the last episode here. I had actually a lot of fun with that. I was talking about with Ben, who's here with me, how just typically with the podcast, most episodes like 10 minutes, but because of like just the format of like, I'm doing a video and Ben's in the room and I'm excited. Like there's energy here. Like he went for 20 minutes. I feel like that episode went really well. So hopefully this one turns out well, you know, good as well. Who knows? May or may not. So I want to talk about

I'm gonna talk about dramatic demonstrations today. And obviously traditionally we think about dramatic demonstrations. I know it in the funnel hacker world and like we talked about like, you think, oh, dramatic demonstration is a challenge or a webinar, which yes it is, but it's way bigger than that. In fact, Steve Larson and I actually finally just set a date. We're doing a dramatic demonstration three day event here in Boise at his offices to teach dramatic demonstrations. We're going through like what the curriculum is going to be. And Steve's got some really cool things on like offer hooks and how to create those and craft them. That is really fascinating. In fact,

Well, yeah, it's really cool. We talked about the last film Hacking Live. We've done two events on dramatic demonstrations. And again, the pros and the cons, I think that everyone's kind of categorized in their head, like dramatic demonstration is a challenge or webinar, which it is, but

As we're building the curriculum, I was like, Steve, I want people to understand that my dramatic demonstrations are more than that. There's different types of dramatic demonstrations. Everything we're doing is a type of dramatic demonstration. Even literally a podcast episode, this is a type of dramatic demonstration. I'm being dramatic and demonstrating stuff and getting you excited about something. Dramatic demonstration creates excitement and engagement for the hook that you're putting out there into the world. For me, it's always reverse engineering. What's the thing that we are trying to sell?

So the example I'm going to share with you guys today is the Dan Kennedy business, right? I bought Dan Kennedy's business a couple of years ago. It's been one of the coolest, it's been a fun partnership, it's been a fun business. Like I love everything about it. There's so many fun things that we have in the plan, but the core of that business is the newsletter, right? It's like core of ClickFunnels is the software, the recurring revenue, the core of the

The core of marketing is the continuity, which again, if you've been following my world, continuity, if you don't have continuity, you don't have a business. Continuity is king. It is the most important part, right? So the newsletter is the continuity for Kennedy's world, right? And so when we first bought the company, I think it had dwindled down significantly.

So let me step back. So I think, I think at the peak, and this is all rumors, I don't have any proof of this, but the peak when Bill Glazer ran it, the rumors were it had about 10,000 members in it. So, which that was, that's pretty cool. And then they sold the company and then the people who bought it basically for like eight to 10 years, just beat the crap out of it. And then we got this like limping along baby, like, like barely still alive. Like, hey Russell, you want to buy the company? And like, oh, you guys beat the crap out of it. It's like literally they were, anyway, I won't go too much into the stories. But then when private equity companies buy your company, like,

Anyways, it was interesting. They put in their own CEOs, their own people, and their own staff. You look at the books. These guys were literally just using it as their own piggy bank. It was just crazy. Stripping cash out, doing promotions, and then paying themselves 100%. It was bad. They beat the company up really, really bad. So when we got it, it was on life support. It was just trying to keep it alive.

It's actually fascinating. If you read the Traffic Seekers book, I referenced this article by Kevin Kelly about 1,000 true fans. For a business to survive, you need to have 1,000 true fans. For an artist to create art, you need to create 1,000 true fans. If you have 1,000 true fans, it'll pay for it forever. When we took over the Magnetic Marketing business, this thriving company that started out 10 years earlier, 10,000 active members, had dwindled down to a little under 1,000. These were the 1,000 true fans. This is like

the people that no matter what happened, were never leaving because they loved Dan Kennedy. And so that was kind of fascinating. But we got this thing, I'm like, hey, this is the lifeblood, we're on life support. The only thing that matters right now is growing continuity. So we created the first MIFGI offer, we put it together, we launched it to my list, Dan Kennedy's list, we had affiliates promote it, and within a very short period of time, we got 5,000 people to join the continuity, which was amazing. And now we're back in business.

And then from the 5,000, obviously when you do a launch like that, you get 5,000 people and then a lot of them are just coming in for the free things. So you drop down. So I think we settled right around 3,500 or so members were in this thing. And it was like, okay, now we're back in business. We have this continuity. It's sustaining growth. It sustains employees and the team and all that kind of stuff. And then we started reinvesting money back into traffic and started growing it from there. So that's been the list that happened the last two or three years is growing that continuity.

And then we do different dramatic demonstrations with the goal to get people into continuity, right? So one of the things we did is after I bought the company, I did a magnetic marketing sprint, right? We did a red-negative millionaire challenge. We do these different challenges to get people in, which have all been great, right? So all these dramatic demonstrations. But what I think...

most people are forgetting, me included, is like, the dramatic demonstration is not just a challenge or webinar. It's all the other things around it, right? In fact, the very first Federal Hacking Lab when we taught dramatic demonstrations, I showed like, what were all the dramatic demonstrations I did to sell the Expert Secrets book?

right? And so in there, I talked about like for the affiliates, here's all the things I did to affiliates. Like we sent them a copy of the book blank. Then we sent them the first four chapters. Then we was like, with the dot-com seniors book, we were sending them key chains through Ferraris and talking about the giveaways. And like, we were like, I was creating this whole, all these little mini dramatic demonstration to affiliates to get them excited, right? So like there's this whole channel of types of dramatic demonstrations to get one type of customer, which are my affiliates. Like affiliates are a customer type, right? If I can get one a

affiliate to buy into my thing and they promote to their audience, I can get 100 or 1,000 people to buy my book, right? So I have a whole series of direct demonstrations just to get affiliates. Then we have the marketplace. How do we get the marketplace excited, right? If I just come out like one day, hey, I wrote a book.

The market's like, what? Who cares? Like, there's no purpose, right? Like, we create dramatic demonstrations in advance of that to create the excitement and the buzz and the hype and get people excited, right? So, for example, like, you notice when I'm writing a book, I don't just write it in isolation. Like, I talk about it, right? When I wrote the Expert Secrets book and I was, like, 250 pages into it and I decided to delete it, like, I went live on Snapchat at times. That was...

what we were all doing back then. I was Snapchatting, deleting the entire book and people were freaking out. They're part of this journey, they're seeing these dramatic demonstrations and stuff is happening. It gives them buy-ins when the book comes out, they're more likely to buy it. With the ad campaign, with the Expert Secrets book,

We literally got my book, we dumped gasoline on it, we lit it on fire. Like, oh, this book is literally on fire. Like, you gotta buy a copy, right? So the ads, people were sitting on their feet, it was me burning my book. And they're like, oh, and like, that's a dramatic demonstration, which is an ad. So dramatic demonstrations aren't just the challenge of the webinar, it's all the things that lead to that, right? So there's dramatic demonstrations for affiliates, dramatic demonstrations, man, it's hard to say fast. DDs, we'll say DDs. DDs for ads, DDs for social, DDs for like your email list, like your following, all those kind of things we're creating, right? In fact, right now I'm,

We just – if you listened to the last podcast episode, we just launched a little mini dramatic demonstration series over on social about how I'm writing a best-selling book and hopefully selling a million copies, right? And in that dramatic demonstration, I'm going through and like showing all the stuff. Like I'm going day by day. Day number one, here's what I'm going to do. Day number two, day number three. So like people are going to be following me on this dramatic demonstration series over the next year and a half.

year, year and a half, two years until the book comes out. By the time the book comes out, think about the anticipation and the buildup and the excitement for people to buy this book. We're going to do a whole bunch of stuff. We'll do dramatic demonstrations where I'm like, hey, I just wrote chapter four and it is so controversial. I don't know if my publisher is going to let me read this.

"Hey, how many of you guys wanna hear me read this chapter four?" And then do a whole little mini event where we're reading chapter four. So this is how your brain's gotta be thinking. How do you create these hooks? How do you create these dramatic demonstrations that amplify the hook of the bigger dramatic demonstration which then gets people to buy into the thing you're trying to sell which is continuity. So if you reverse engineer that, if you look at this campaign right now. So we have magnetic marketing and I was like,

Right now we're adding, I don't know, we're adding 10, 20 people a day through paid ads. Paid ads are expensive, so it's just like, it's this kind of grind. I was like, I want to add like 3,000 people this week, this month.

And everyone's like, that'd be nice. I'm like, no, I think we can. Let's do something dramatic. What do we do? And say, okay, well, what's the hook we can put out there? Let's shut down membership. If we shut it down, more people are likely to sign up, right? So Stu McLaren is the king of this. All his clients, they only open the membership twice a year. So they do the big shutdown campaigns. And I remember the first time he told me this, I was actually about to cancel Funnel University, which was a continuity program we ran for four or five years. I was going to shut it down. And I told Stu, I'm like, hey, I'm just tired of doing this. He's like, don't shut it down. He's like, do a shutdown campaign.

And I think at the time we had 1,500, maybe 2,000 members in that one. So it was like it was making money, but it was also like it was in the line where it's just like, I don't know if this is actually worth it for us.

And so Stu's like, do this campaign. So we did a campaign where we shut it down. We're basically like, okay, we're shutting down. If you're a member, cool, you're in there. If you're not, we're closing it down. This is your last shot to get in. And if we come back, maybe we'll raise the prices. I don't know. So we did this campaign and we ended up signing up like, I don't know, two or 3,000 more people joined the membership. We went from like having, you know, 1,500 members to like four or 5,000. All of a sudden it's like, now it's making enough revenue. Like now this is totally worth my time. I have to do this.

And we did a shutdown campaign and then we had keeping it open for two or three more years after that because, um, because some, you know, some of the more members came in. And so for Kennedy, it's like, what if we do a shutdown campaign? And, um, which Dan, by the way, is not a big fan of this. Um, but he agreed to do it. And so, so we're like, that's the dramatic demonstration, but that was the campaign, right? So it could have said, you know, we're shutting down the thing. Like,

that would have been like a dramatic demonstration. You can email to our list. I was like, how to make this more dramatic. Right. So I called up Dan, like, Hey Dan, can I buy a day of your time? He's like, sure. Cause if you know, Dan Kennedy, like,

Yeah, he always says yes to that. So I wired him the money. We bought it a day at a time. I said, okay, this is the plan. We're going to fly out to your house to tell everyone we're shutting down the membership site and then I'm going to talk about it. That way we can create a story behind this. He's like, okay, cool. And so that became the dramatic demonstration. I'm flying to Dan Kennedy's house because we're shutting down the membership site and I got to talk to him about why we're doing this. We're going to go to his basement. Nobody's ever been in his basement before or the internet...

He does private consults in his basement, but the internet literally has never been in his basement, right? So we started like turning this into something instead of just like email us, hey, we're shutting down the membership. It's like, turn this into an experience and a story and a dramatic demonstration. Like give me something where people can be excited by it, right? And so, in fact, I literally bought a fax machine off of,

We show up at the office and we film this whole thing and him getting a fax from Dan Canning, like, "We're shutting down the membership site." And then like, "I'm booking a time to fly into this house, "we're gonna talk about this, "and if you've got a membership site or continuity program, "come along 'cause you're gonna learn how to grow continuity, "and then you're gonna find out "why we're shutting this thing down."

So that was the whole dramatic demonstration. As we started emailing our list about that, like dramatic demonstration, we're shutting the membership site down and find Dan Kennedy's house, come on the journey, we're gonna stream to you from his basement. There's never been internet, they were bringing Starlink in to put it into the basement. So we created this whole amazing story that gets people excited, right? And then people registered for that event and it just happens. Thank you page, it's like hey, as you know, we're shutting it down.

If you don't remember yet, sign up for your trial because this is going to go away. And right now the take rate on that is insane. Like we're getting so many people joining continuity right now who have not signed up for some reason. They've heard me, they've heard us email literally every day now for two and a half, three years about continuity. They haven't joined now because

because we're taking it away, they're freaking out and they're signing up. Right? So this whole dramatic demonstration, but it doesn't stop there. Right? So now this, this event of us going down his house is a, is a bigger dramatic demonstration. So now we have the big dramatic demonstration. Now we got to craft little mini ones along the way. Right? So now, um,

made a whole bunch of ads and me with the facts machine. Like I got a fax from Dan telling the story. It's like these little mini, like two to three minute ads and me telling the story behind it. These all became little mini dramatic demonstrations. They become ads on social and video that all drive people out back to the big dramatic demonstration. Right. Uh,

We have emails going to the email list, talking, like creating these dramatic demonstrations, bringing people back in. Tomorrow, I'm flying to this house. So today, I'm like, gonna go live on Facebook, like, I'm flying today, I'm kidding, I'm gonna go see the Wizard of Oz. I'm gonna be talking about joining the continuity program, but on top of that, we're actually shutting down his continuity program, we're gonna find out why, and we're gonna go on this journey, who wants to come with me? So like, I'll be going Facebook Live, and then from the airport, I'm gonna go to Facebook Live, and then from, uh,

the La Quinta hotel we're staying at in Cleveland, Ohio. I'll be going live. And then he's like, I'm driving to his house. Freak. Now I'm going to go live. I'm like, well, all these little mini dramatic demonstrations, all fueling and leading to the big dramatic demonstration. Um, that's the game plan. Right. Uh, and so then in two days from me recording, this is when we'll actually go live with this. Um, and then, you know, I don't know what's going to happen, but I think it's gonna do well. So what we'll do is we'll go live for about an hour and dad came to his basement. We're going to show people the basement. Hopefully it's always kind of,

I love Dan Kennedy, but I'm still scared to death of him. So I'm going through this thing where I'm like, I hope I don't offend him. But the plan, the working plan right now, as long as he's cool with it, is we're going to do a tour of his basement so you can see it. His basement's insane. It's like where all the masterminds back in the day used to actually happen. So some of the greatest marketing minds in the world were in that basement with him plotting and scheming and planning different campaigns and offers and events. And it's a special place, especially for

for businesses like us. You know, it's pretty cool. So that's happening down there.

which is going to be awesome. And then we're going to go for an hour and then the hour's over basically. We're like, okay, this is your chance to go sign up for the newsletter and do a big, huge push and go 30 minutes to sign up. And then when 30 minutes is over, then we have the second training, which is like a three hour training with Dan happening only for members. Now there's this big hook of like, you got to get in like urgency and scarcity. Like the campaign doesn't until Monday at midnight, but right now you've got 30 minutes to get in, to be on a live webinar for three hours with me and Dan Kennedy talking about memberships and continuity and how to get people to stick and how to grow. Like,

And so now we have this urgency. So I'm hoping, right now I think we have, I think we have seven or 8,000 people who have registered for this event and we haven't emailed the ClipTron list yet. So by the time we're done, we should have 15 to 20,000 people who register for this event. We're hoping to have 10,000 who are live on this thing and if we cut it off, if we can get two or 3,000 people to join continuity in that 30 minute window,

It changes the metrics of the business once again, right? Now I'm even more excited about Dan Kennedy's business. It's amazing, right? So we do that. So we do the 30 minute thing. We shut it down. We do one hour free training and they have 30 minutes to sign up and then three hour live training starts in the members area. And so everyone's joining, you're signing up to go get in the members area as quick as they can so they can be part of the live training.

So that's what's happening. And again, I don't know what the numbers are going to be. I have no idea. Based on just the people joining the continuity right now from the thank you page, it's going to be amazing. I think potentially we could double membership from this one dramatic demonstration campaign. It's just everything. That's like us. That's me buying ads for the next three years and doing it in one dramatic demonstration.

You guys getting this? Like that's the power of this. And it's crazy. There's so many side stories I want to tell you guys because again, Dan Kennedy, I love him to death. He has no internet in his basement. The only way to talk to him is through fax. So all the correspondence happens through fax on this. And also like he's a very private person. Obviously he doesn't wait to have people with cameras to be there. So it's like four or five people to be there for cameras and he's kind of stressed about that. So it's like going through that stuff. And then we're bringing Starlink, which I didn't know what Starlink was. I thought it was just like

I don't know. I thought it was like your phone that's got like a hotspot on it. But apparently Starling gift have like this big box that has to be outside. And then you're like, you have a core that has to be inside. So I found out yesterday. I was like that we have to have like basically which sense of outside house and have like through a window or a door. I was like, we can't just pull in on Dan last minute. He would be furious. I'm like, he has to know. So like, so like we're faxing him like, okay, how are we faxing? Let him know that.

that we're we're you know this whole thing has to happen at his house which he's not going to be happy with so we fax him like hey for starling to work this is what we have to do and how it's going to work and then immediately we get back a fax back from dad all caps call me asap it's like oh man the wizard of oz is going to yell at us before we get there like i'm stressing out like and this is legit like i'm like again i love him to death he's my mentor he's my hero he's one of the you know technically he works for me which is a weird thing because it's like

Technically, I'm your boss, but I'm so scared of you, whatever you say. Anyway, it's this weird thing. I'm legitimately scared. So the fax is back in. Call me ASAP. It's just like, okay. What's up, everybody? Really quick, I want to jump in because I am excited for our next sponsor of the show. The next sponsor is Mint Mobile. I found out about Mint originally when Ryan Reynolds bought the company. And Ryan's not only one of the greatest actors of all time, he's one of the best marketers I've ever seen. If you've watched

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Anyway, there's so much drama behind the scenes. I wish I could tell you guys all the stories, but just stuff like that to pull some of this off. It's actually interesting. The reason why we're doing this dramatic demonstration, if you guys are at Funnel Hacking Live, hopefully you were, Tim Shields presented, and he – man, it was a really cool presentation. He joined the Category Kings group. So the next month later, he was in Category Kings in this room right here, and he shared how he does dramatic demonstrations, and his thing he said was so –

cool. I hope he doesn't miss them. I'm guessing most people missed it. Most, you know, you go to a four day event and so many, you know, gold drawn, gold bombs drop. But there's always like the things for me that I'm like, ah, like that's the thing. So what he said was interesting. He said that if you look at what Tim Shields is, he's a photographer. So he doesn't just like do photography training from his home. He doesn't do webinars from his house. Like he goes where his dream customer would want to go, but can't.

Right? So he'll go on the side of a glacier and he brings Starlink in and he'll stream from there. He'll do his webinar there. He did a webinar from the side of the Grand Canyon, which you can't get internet to. So again, he brought Starlink out there and he did a whole dramatic demonstration. He's like, what's up everyone? I'm on a webinar. This is the Grand Canyon behind me. And he did a whole webinar from there. So his people...

They follow him because they want to get the webinar, right? But they want to get it from the locations they can't get anywhere else, right? So he's doing these dramatic demonstrations. And the thing he said, he's like, you want to go where customers wish they could go, but they can't. And I was like, what is that for? Like, what is that for marketing nerds like me? I was like, Dan Kennedy's basement. And I think Tim actually said like, Russell, if I was you, so I don't know if I had the idea, he is probably him. But he's like, for you, you should do one in Dan Kennedy's basement. I was like,

Oh my gosh. That's where that idea came from. So, you know, if you watch, if you follow Tim Shields, he should follow him because look at what he's doing in the photography market. He's killing them. The fact that he joined the Category Kings, no, he's in Atlas Group, sorry. That's $250,000 a year investment. He was able to write a check for $250,000 a year to be in this group and he's in the photography niche. Like, what is he doing? Like, there's

There's not many photographers who make enough money to be successful and have enough money laying around to write a check, right? And he's awarded two Comic-Con Exit Awards. So he's doing well. How's he doing it? Well, he's not doing webinars from his office. That's for sure.

He's making these dramatic demonstrations dramatic. It's fascinating. So this is our first take at a Tim Shields style, going into the basement with Dan Kennedy, but what is that? What version is that for you? What could you do? How could you do it? So anyway, I just wanted to kind of put that out there, just getting the wheels of your head spinning about how to do these dramatic demonstrations. It's not just a challenge or a webinar, right? It's creating a story and crafting, then the story to the affiliates, the story to the social media, the story to your email. All these are little mini dramatic demonstrations all fueling the big one.

Um, it's going to be amazing. So anyway, that's what's happened. I hope you guys get some value out of this, this episode. If you didn't, then you must be living under a rock or something. Cause I think this was full of some cool stuff. Um, I mean, just the fact that us doing this one campaign, if we do it correctly, we'll be the equivalent of us buying ads for two or three years. And I need to keep this money. Zuckerberg doesn't get any of this money. This is just coming from the list we built in the past. Right. Um, so that's the power of all this stuff we're talking about. Um,

how to compress decades into days, right? By creating the right dramatic demonstration. So I hope this helps you guys and gives you kind of some cool ideas to think through. Again, Steve Larson and I are doing a dramatic demonstration event that's going to become a dramatic demonstration book here in the next couple of months. So I'm sure you'll see info about that. But this is what we're talking about. And like,

trying to take this concept and really expand it to like, it's not just this one piece of your marketing, but it's all the pieces of your marketing. They create desire, excitement, it promotes the hook of the thing you're doing, brings people in, gets them excited to buy, it creates a fun buying experience, having a good time. You know, people like, it gets people to actually show up for your webinar. Like, how do you get people to show up for my webinar? No one's showing up. Like, well, are you doing it from your home office? Because people are going to show up to Dan Kennedy's basement because it's live and it's the only time they're going to see this, right? They're going to watch Tim Shields on the side of a glacier because it's the only time it's happening.

right? The more dramatic the demonstration, the more people are going to show up. So think about that. Hopefully this helps you guys. If you enjoyed this episode, again, please take a screenshot on your phone wherever you're listening to this and post it and tag me on social media and tell people, listen, the only way that this show grows and I'm able, the bigger the show grows, the more time and energy I can spend with you guys. Again, I'm a big ROI guy. So if we get 10,000 people listening, if I get

50,000, if I get 100,000, if I get a million, like, the more people listen, the more we put in this. So if you enjoy this and you want to, like, share this, like, share it with other people, share it with everyone on your team, your staff, your employees, like, maybe your spouse is like, this is valuable to you, send it to them so they can listen as well and they all get on the same page with you as you're developing your dramatic demonstrations. Uh,

Yeah, that'd mean the world to me. And if you like this, again, go leave a comment on Apple Podcasts or wherever you listen to podcasts. I read those as well and it'd mean the world to me as well. So with that said, thank you guys so much. Hope you enjoyed this episode. We'll see you on the next episode of the Marketing Secrets Podcast. Let's go.