Secret #43: Before States And After States And The Power Of Contrast



Listen in on this unique conversation after a late night mastermind outside the ClickFunnels™ headquarters.

On this episode Russell talks about contrast with Dave and Steven. Here are some interesting things to listen for in today’s episode:

-Why having contrast creates desire in customers.

-And what kinds of things about contrast Russell, Dave and Steven learned from the Chatbooks viral video.

So listen here to find out why contrast in your marketing is so important.

what’s up everybody this is Russell I’m here with Dave and Stephen welcome marking podcasts marketing seekers podcast we have special edition happening right now so the big question is this power entrepreneurs like us who didn’t cheat and take on venture capital we’re spending money from our own pockets how do we mark it in a way the lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable that is the question in this podcast we’ll give you the answers my name is Russell Brunson and welcome to marketing secrets okay so we just got done we had there’s a little Boise mastermind group that they meet every every month around different places and we never a chance to go but we went we actually hosted here the quick phones offices tonight so for the kids to bed and come here and we’re here for four hours or so talking about all sorts of stuff so we said really cool conversation well Dave went back in to go the bathroom and he missed it and he’s like yeah Alex Alex in this podcast about the number one supplement for entrepreneurs and ends up being water and then Mike later yeah it’s like really convincing like you should listen to it now like we’re all obsessed like it kind of freaked us out so we were drinking insane amounts of water so it’s like bathroom breaks every 30 seconds hey Dave like I’m about to be then he missed this huge conversation so I gotta restate retell it and so I might as well retell right now with you guys Clues actually really interesting so what we’re talking about here I’m gonna blackface him come here okay let there be light all right so what we’re talking about you get some units here cam if I could talk something awkward so those who are listening you’ve no idea what’s happening but they listen watching the video I’m in front of click phones offices nighttime we’re under the streetlight anyway okay so I was listening to a podcast that Ryan dye stood on their perpetual traffic talking about the chat books viral video and he basically played it pause and play button I talked when we talked about was like the before state and the after state woman in that video which video I’ve seen haven’t seem to me to go to Harmon brothers calm and click on the chat books video is probably the best I’d say probably their best viral video it’s really really good but he’s talked about the before stay in the after state and how how good that video did like here’s here’s here’s where she was that before here’s where you be after with the product before after before after we start talking about how like the big secret to copy into sales is contrast and I something like 10 years ago I went through a course Matt Fury talked about contrast he said like contrast is the key to everything right like because you have the contrast of like of where they’re at and where they want to go and then and then the your your message in the middle there that’s what creates the desire for them to go from this to this so he talked about an emails it’s like in the course I was studies in that fear was email marketing it was like you know every every good emails all kinds of contrast like light and dark happy sad fat skinny rich poor like the contrast is what makes it interesting and then it was what creates the desire to go from before state to the after state and that’s the whole key is the contrast and so a lot of people ever think about that but it’s like as you’re writing the emails think about the contrast before state again dice the way Ryan Deiss explained was before stay in the after state which was brilliant that I never looked I’ve never watched on the chat books the video so that lens before but if you watch through that lens of like the before stay in the after state you see it over and over I you see she’s in the tub at first and she’s like the smiley mom make in the bathtub it was like like oh this is like nice thing that she stands up she’s fully clothed and like and her kids in the tub with their night FL and while he’s trying to you know timing why he’s holding his breath it’s like there’s the there’s the before and he keeps transitioning back and forth and so in any of your communication whether you’re doing storytelling or writing emails or sales letters a video or whatever it’s the contrast is the key and so with the contrast he’s thinking about that like you told us story about about how fit you are nobody cares there’s no contrast right it’s like I was I was fat I was sick I was a healthy I was whatever you tell that first and then you tell contrasts the other thing and then that’s what creates the contrast what creates the desire for somebody to change which is what they need to have to give you money and that kind of stuff so the contrast is a secret to and join the before stay in the after state that’s that’s that’s the magic so yeah we gotta rewrite the expert seekers book stop the presses what’s that did this thing anyway yeah I always kind of epiphany as we’re talking so there you go contrast added everything you do creating to create it before States in the after states and it’s really fascinating so watch that watch it in the viral videos watch it in email watching so thank you as you’re watching good marketers try to notice the contrast because there’s the the the better the contrast the more desires created and so watch how they do watch I do watch other people do it that’s the secret so there you go guys marketing secret number whatever we’re on hope you guys like that that said time for us to go home and go to bed so bye everybody one more marketing secrets if so then go get your copies of my two best-selling books book number one is called experts secrets and you get a free copy at expert seekers calm and book number two is called dot-com secrets and you get your free copy at dot-com secrets calm inside these two books you’ll find my top thirty five secrets we’ve used become the fastest-growing non VC back-sass startup company in the world

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Secret #43: Before States And After States And The Power Of Contrast

Secret #43: Before States And After States And The Power Of Contrast