Eric Thayne
Appearances
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And click the button. And it could be a visual thing. It could be an editing thing. It could be what you say. It could be something you say that speaks so deeply to a pain point that they have that they go, I got to know the solution to this. I got to know what they're going to say about it. Those are the best hooks, honestly. Um, they're not like trying too hard.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's just like, it speaks to that person. So, so the hook super important funnel hackers.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah, I think this is – I mean it's kind of unique and it's a little bit different. But the title of the book is Create, Don't Capture. And it's about really creating instead of just like going through the motions of doing like what you're supposed to do, right? And so when we were launching the book, I was like, I can't just like throw the book on Amazon and sell it for $20.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now, once you hook their attention. The biggest mistake that people make is they go straight into the content, okay? So if you think about a hook as creating a question, so a hook might be like, here's the top three ways to make your Instagram account blow up, right? That creates a question in the person's mind. What are the top three ways, right? So the hook creates a question.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
The content, the point of the content is to answer that question, but you don't want to answer it right away. Because if you do, the moment they get the answer, they move on to the next thing. Especially if you haven't given them like an understanding of why this is important. So that's why after the hook comes the why, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now, the why is where you actually spend time diving into the background of where this comes from or the context or what you need to know in order for this to make sense. It's kind of like you talk about how to wrap your principles and your points in your webinar in stories. Because by telling the story, it makes the point more valuable.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And it makes people more likely to actually do something about it. If you just told people like, hey, you should build a webinar, they're going to be like, okay, right? And maybe none of them will do it. But if you tell a story about how you built a webinar and it blew up your business and then you say you need to build a webinar, how many more people are actually going to do it? Right.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Because it's wrapped in that story. And so that's where you give the context behind what it is. And so it's like here's three content tips for growing your Instagram this year. And instead of going, number one is this, you go, the way that I learned this was because I was doing XYZ. I was struggling. I didn't know what to do. And I figured this out. And when I did it, my account blew up.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So you guys want to know what it is? All right, here we go. Number one is this. This is doing two things for you. Number one is it's driving home the value of what you're about to share so that they go, oh, wow, they could see how valuable this is. And number two, it's increasing your watch time, right? Because in content, watch time is super important.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like this needs something special. So we did this limited edition version of it. And depending on when this podcast goes out, there might be one left. You might be able to get one. You might not. But you can go check it out. It's a very limited run. And limited to come with a dust jacket and everything, right? Yeah.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
The longer, the bigger percentage of your video that somebody watches, the better it's going to perform in the algorithm. And so you've caught somebody's attention. Once you've got somebody's attention, you just bought yourself like probably 5, 10, 15 seconds in short form video to where they're like, okay, I'll bite. I'll give this a little bit of time. I'll pay attention to this thing.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So you want to use those 10 or 15 seconds very wisely to really drive home the value of what you're about to say. And if you do that correctly after those 10 or 15 seconds, now they're really hooked. Now they're like, I have to know. I have to watch this video to the end. Okay. Then, of course, then you get into the content.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now this is where the point, you make the point where it's three points or it's one point. You teach the principle briefly, kind of go into it. And then, of course, at the end, then you have the last part of the framework, which is the call to action. What do I do about this now that I know this? And I think you've taught this before.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
If you give people all this information and you tell them this amazing thing and then you don't tell them to go do something, they're like, it feels weird. It's like you teach it to them and then the video just cuts off. They're like, what am I supposed to do with this, right? So especially if you're an entrepreneur, you want people to take action. So that's where you tell them what to do.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And it's not always like, go get my free thing or go buy my course. Sometimes it's like, follow me for more tips. Sometimes it's like, you know, I just taught you how to do this. Now go do it. And it just gives the content a very nice like concluding statement. It makes it feel satisfying. And, you know, the end of the content is really important for how it makes people feel.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so when you make people feel satisfied like I just got a lot out of this, it's going to make them more interested in watching more of your content. And so that's the four-step framework, like hook, why, point, invitation. That's what I call it, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And it takes people through the process, this psychological process of grabbing their attention, getting them interested in what you're saying, giving them some value, building trust with them, and then getting them to actually take action on what you just said. Yeah.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
We looked at the stats on your videos. I think it was a four X increase in shares.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
on those videos versus your other ones because it's because it again like i said it's this is especially uh good for people who are like you entrepreneurs are trying to get a message out there it's really good at getting that information out there to the right people so it catches the attention of the right people and i think a lot of people look at it and they go like well it didn't get a lot of views um but it's like it's not always about views um i could teach this real quick there's this thing that i teach called the content funnel
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah, you love it. So the content funnel is really understanding the three different types of content. And this is really good so you understand like... the flow of a single piece of content is what we just talked about. But let's talk about your overall content strategy. This is the content funnel because there are videos that are designed to go viral, to get a lot of views.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah, well, we spent a lot of time and effort. It's just like this unique design and something really unique and nice. It's a nice hardbound cover. They're all signed, ready to go. And so you can get one of those. It also comes with the Creator's Journal, which is brand new, which we haven't told anybody about until just recently.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Those videos typically don't produce as many buyers or naturally when you get a million views on a video, I just had a video this weekend that got a million views in like 24 hours, like just completely took off. It's a 2 million views now. But like, it's not like I just, it blew up my business overnight. It got a lot of reach,
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
but not necessarily like a lot of buyers because there's different parts of the funnel. So you guys know how funnel works, right? So at the top of the funnel, it's really big, right? And that's the reach phase of the funnel is like you want to reach as many people as possible. The middle part of the funnel is the trust phase. This is where you're building value, building trust with people, okay?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then the bottom of the funnel is conversion. So you're going to reach a lot of people But the percentage of those people who end up buying from you is small. It's a fraction of those people. And so when you have videos like that, you do something funny or something silly or entertaining. Like if I made a video of me chugging a gallon of milk in 30 minutes and then throwing it up.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like it probably would go viral.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Just kidding. Like probably would go viral, you know, because it's almost like a guarantee that something like that is going to or at least is going to get a lot of views. But what's that doing for my business? Not much, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah. So the video that I had go viral this weekend, like it wasn't super related to what I do. It was kind of I designed it to be more of a reach style piece of content. It's just designed to get a ton of views and get a bunch of people noticing you. Now, the next phase is the middle of funnel content.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So what I can do is I can follow up that video with another video that points to it that says like, hey, it was it was a video of my book getting printed. Right. And so it's showing the manufacturing process, which is really interesting. And then, you know, so a bunch of people like, oh, that's super cool. And then moving on.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But I got like, you know, maybe six or 700 followers from it from the two million views. Um, so the next video can be like, I just made this video and it went viral. Here's how I did it. Here's why it went viral and that kind of thing. So it's taking the attention from that video and now narrowing it down into what I do. Okay. My target industry.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So reach style content is designed to speak to everyone. It's, it's not like super hyper focused on what you do. It's designed to like be entertaining or valuable to everyone. That's what allows it to go viral, to get a lot of reach. Okay. But to really make it work for you, you want to take all that attention and narrow it down into your industry.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So your trust style content in the middle of the funnel is really speaking to your industry now, speaking to what you do. So I'm talking to content creators and entrepreneurs and making that happen. And then, of course, your conversion content is talking to your buyers or prospective buyers. Here's what I have. Here's what I do. So that video, as an example, it was a video.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
which is a process that I go through daily to increase creativity and get into flow and just become a creator and share more and teach more. So there's that. Of course, when those are all gone, then they're gone. And then you can go get the normal book then. And for now, those are available. So we'll do a more formal call to action at the end.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Imagine like the manufacturing line of the book going through it, this machine that prints 20,000 books a day. So it's just flying through. It's really cool. The hook that I put on it was how books are printed, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
broad appeal anybody could be interested in that anybody like the how it's made style video right where people are just like oh that's cool and they get to see the process so that hook was really important in making that happen now i could have taken the exact same video imagine the exact same video and i put a hook on it that says um here's how to grow your brand with a book OK, very different.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Same video, different hook. That's not going to go as viral. It's not going to get as many views, but it's going to speak more to my target audience. And then imagine the same video again. But it says it says my book is getting printed. Here's where to get one. right? Promotion. That's heavy conversion style. Same video, different hooks, totally different audiences.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so as a content creator, you want to have a mix of all three types of content. You want to have the funny entertainings. Sometimes it's not funny. Some people are just not funny. That's fine. But it can be like tips and tricks. It can be things that are just meant to just appeal to a lot of people and go viral.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then you have the stuff that's middle of funnel, more valuable, more teaching people that builds a lot of trust with your audience and they get to know you and they get to understand what you do. And then you want to have conversion content, which is occasionally like, hey, go get this thing or go buy my product or whatever.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now, the cool thing is if you follow the formula in this book, the framework we talked about, you can actually do all three in one video. And that's where we found the most success with these is you start with a hook that speaks to a broad audience. You narrow their attention into value content. that is related to your industry.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then at the end, you give them a call to action to go get something for free or to go buy a product. And what it does is it hooks a large, it casts a wide net. You bring a lot of people, you bring them down to the middle of the funnel where you kind of filter out all the people that are not interested. And then you get those people that are your audience.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Because you think about it, if you cast a wide net, if you get a million people, I guarantee you there are people in there that are your audience, right? Yeah. No matter what the video is, there's some in there. And so you want to filter those people out into this is what I'm teaching you now. And then you filter those even down further into now go take action on it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And that's why this framework works, why we did it for you. Maybe it doesn't go as viral as something that is only focused on the top of the funnel.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But it will get you more views than what you're getting normally if you're just showing up on camera and talking about what you do because it's in the language of social media and it will do a better job of taking that wide net, filtering it down into the people who are actually your people in your industry and then filtering those people down into the ones that want to join your email list or get your lead magnet or join your webinar or buy a product.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Very cool.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
stories or a result or something that you can share just about that process of like starting before you're ready and just getting it so that way when you have an offer you have an audience that's ready for it yeah for sure and the principle that you're saying is spot on 100 like build in public talk about it like start talking about stuff well before it happens i've been talking about this book for a year and a half now
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Right. And then finally did the launch. And, you know, and you want to do that. You want to create that process. And it's one of the biggest advantages of creating content. You're like, I don't have an offer yet or I don't I don't have my webinar ready yet. So great. Go start just documenting your journey. Talk about here's what I'm working on. Here's what I'm thinking about doing.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Here's what I'm trying to build. Like you're at the beginning phase. I learned. That's fine. Here's what I learned today. Here's, here's the thing that Russell did. Here's what I learned from him. Right. And you can, and you can kind of pull the, um, the celebrity from other people as well and like use those as hooks.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so documenting your journey is the best way to get started is just talk about like, here's what I'm learning. Here's what I'm doing. And there, and there are some people who, um, Did that actually from mastermind in paradise because I remember I was up on stage.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah. So I got, when I got started in the online game, I was running a business teaching filmmakers and I was coaching filmmakers at courses and everything was on lighting and cinematography and all those things. And it was great. But the entire business was built on Facebook ads.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I taught this framework to 500 people The next day I think all 500 of them went made a video and then like when everybody got home maybe like 10% of them kept doing it and to my knowledge I Think there are only two people who actually did it every day for a year. Do you know who they are? Ted Hardy and James Curran They are still, it's been, they're going on two years now.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
They literally have not stopped posting videos. And what is happening with them is insane. It's crazy. They've become like actually well known in your community. Or, well, James in your community and then Ted, he teaches free divers. And in his community, he's absolutely blown up. And so they're the only two people that I know of that actually did it every day.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And it's because they had a bet with each other. Whoever misses a day first has to make a video and a dress. I don't want to do that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
that's what they did and you know what accountability works right so they're still going but the cool story about that and um because i worked with both of them um is that ted did it for an entire year every single day didn't miss a single year a single day for an entire year made these videos and what happened after a year was like he had an increase in his content it kind of worked it wasn't like blowing up or anything but like he was seeing some more lead flow he was seeing stuff happening from his videos
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And he came to me. He was like, look, what's happening like this isn't really working out as well. And he jumped into one of my programs. I started working with him personally. And I got on and I and I looked at his content and I was like, OK, let's follow the same process that I went through with my content. Let's look at the videos that did work. And let's try and do more of that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And let's look at the videos that didn't work and just do less of that. We're just going to start there. So we started finding the trends. What were the videos that popped off that worked really well? So, you know, he was getting a few hundred views usually. And then like occasionally one would get a thousand views. Like, okay, let's look at those. And we started noticing a few things about them.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like, oh, they normally do this. They normally do this. Let's try doing more of that. And immediately, like within days, he started making videos that were more like those. And they started getting views. Like, imagine that. Model what's already working, right? Yeah. And so we went through that process. Let the audience tell you what to do.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like I had learned how to create Facebook ads from my first original mentor who was like, do it this way, set up a funnel this way. He got me into ClickFunnels. And then I started building the stuff. And it was all going great. And, you know, you remember the early days of Facebook ads. It was great. Yeah. You could sell anything.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so then we continued coaching him, kind of talking through like making little tweaks and stuff to his content because a lot of times it's just a little tweak. Like you're one degree off. You're making the content. That's great. You're 90% of the way there. But then if you just tweak the language a little bit or if you just do this a little bit, then it works even better.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so we started doing that with him and very quickly within like a few weeks, within a few months, like his content really started taking off. Now he's getting thousands of views on every single video. Uh, he crossed over 10,000 followers. Now Ted's like, he's literally going viral right now as we speak, getting like 10, 15,000 views on his videos. He's, he's following counts going up.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
He's got videos now that following the framework, he'll get two, 300, 500 comments on one video asking for his lead magnet and joining his email list. And, and so it's,
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
When you can do that, when you can figure that out and you get the process right and you just start, and then when you start, then you go through the process of trying to figure out and reverse engineer how to make this better all the time. Because it's not just about making 365 videos. It's about making a video that's better every day than the one yesterday, right? And so you can do that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now he's like blowing up. He's getting all this attention. He's driving people like he's become like a like the authority in the freediving industry because of this content and changing everything for him. So that that's the process, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's like you have to you got to learn the framework and everything, but you really have to commit to just doing this consistently and showing up and making the videos and then making them better and better. And if you do that well before you even have an offer to sell, then when it comes time to sell an offer, now you have an audience to sell to. Credibility. Credibility.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
You know how to talk about it now because you've already spent so much time talking about it and paid attention to what worked and what didn't. And everything just goes so much better. You have this really solid foundation you can fall back on. I think James is an interesting case there too because –
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And we didn't even know how good we had it. But you could sell a box of rocks on Facebook with ads and it would sell, right? And so we were selling stuff like crazy. It was amazing. And there was always this thing of like I would listen to you or go to FHL or whatever. people are always like, you need to publish content. You need to build your brand. You need to publish every day, create content.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
What does it normally look like? Well, let me say this first. Being consistent doesn't necessarily mean every day. So there's going to be people watching this who have a full-time job. They're like, how am I going to make a video every day? You might not be able to. That's fine. Because if making a video every day causes you to make crap, honestly, then you're not doing yourself any favors.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So focus on making good content. Focus on making content that's getting better over time. And if it's three times a week, that's great. If it's five times a week or whatever. If it's a YouTube video, typically it's once a week, right? And so it depends. But if you're once every 30 to 45 days, it's not okay. Yeah. Well, unless you're Mark Rober, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Who does a video once a month, but they're really big productions, right? So there's a balance of quality and quantity. And I say in my book, quality is better than quantity, but quantity leads to quality and quality quantity is the best, right? So if you can create... a quantity of quality content, that's the end goal. But you're not going to start there.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
You're going to start out making probably a quantity of really bad content so that it becomes better. And then when it becomes good, then you'll actually start to see that happen. So first of all, so don't get like all...
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
worried that like i have to make a video every single day and this is gonna be crazy if you can awesome it's a really good uh goal to strive for but especially in today's social media landscape like if your videos are good and you're doing a few times a week like you're good on the algorithm like not there's no issue there when we're talking about short form video right
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Um, so what's more important, um, I saw a video about this the other day. I thought it was really good. He said, it's not about frequency. It's about consistency. Consistency is showing up for your audience regularly. Frequency is about how many videos per day am I putting out there? And so if you're focused on frequency and not consistency, you're probably headed to burnout.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And I remember hearing that and going, yeah, yeah, yeah, I know you need to, but it's hard. It takes time. It's like, why would I do that when I could just go spend a little bit of money on ads and get a 4X return and grow my business that way? And so... It wasn't that I didn't know how to create content. I had done it for a lot of other people.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like you see that happens. A lot of people, they make a video every day for two weeks or a month or two months. And they're like, I can't do this anymore. And they move on to something else. Right? So if you can just show up consistently, um, And the reason why that's important is because, number one, the algorithms like it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
They want to see somebody who's consistently posting, who's consistently sharing quality content, who's consistently getting a good amount of views. And then they'll start boosting you and showing your content to more people. But what's more important than the algorithm – and I saw a post from Gary Vee about this the other day. He said the algorithm is not a robot. The algorithm is people.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's literally the people watching your content. They're the ones determining whether your content goes viral or not. And so if you understand people, if you understand how to speak to people, it's not about just gaming the algorithm. It's about showing up for an audience. And how many of you guys are like, Really good friends with somebody who's only there for you like some of the time.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
When they need something. Right? When I'm trying to sell you something. If you want to build an audience and a community, like you need to show up. You got to be there for them. And that's – so there's a psychological component to that. And so I would make that the number one goal. It's like I'm just going to show up consistently at whatever frequency I can handle right now.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I'm going to show up consistently for my audience. And then build systems around that. So I'm a big systems guy. I love systematizing this process, which is why like with you or with Eileen or some of our other clients, we typically do like a batch shoot day. So we'll write all the scripts and then shoot them all in one day.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then you don't have to do anything for a month or two months in your case, right? And they just drip out over time. So if you can be consistent with that. For some people, you might like to shoot a few videos once a week. And that's totally fine. Or maybe a few more videos twice a month or something like that. So you find out what's the rhythm that works for you.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And the more you can batch that content and get it going, then the more consistent you're gonna be able to be. And then you can actually go on vacation or you can do other things and your content keeps flowing. So that's the way that I look at it. That's cool.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
There's a lot of research strategies for finding ideas. But I think the biggest thing... I have this thing called the authority matrix that I teach that's about like where do you start when you're starting out with content? And it typically starts with two types of content. One is documenting your journey.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So there's a well of content ideas there just talking about like here's what I learned today. And then the second one is really like playing off of other people's expertise. So you take a video from Russell Brunson or Alex Ramosi or somebody like that. Like they said this and here's what I think about it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
We had, you know, before all of this, we had done over 500 million views on YouTube. Back when a view actually meant something, right? Because nowadays it's just like somebody scrolls past your video and they count as a view. But on YouTube, it was like they had to spend a significant amount of time watching it for it to even count as a view. And so we did a lot of viral videos for clients.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so you get to capitalize on the authority of other people and then just share your own thoughts on it. And it's a really good way to get started because you'll start coming up with ideas. You can do things like searching Reddit for what questions are people asking in my industry, which is another good way to do it. You can look at YouTube videos. You can model other people's content.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
One of the things that we do with all our clients and help other people do is go find other videos that have already gone viral. and just model them, right? Not copying what they're saying. You can take somebody in a completely different industry, but you've modeled the format, like the structure. Here's why it went viral. I'm going to take that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I'm going to fill in my own information and my own content, my own stories to do that. And then that way you're not reinventing the wheel every time because there's so much content out there. You don't have to anymore. You can see what's working and you can do more of it. And actually, this is like a little teaser, but... actually built a software product that does this for you. Yeah.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And it's all powered by AI and everything, but it actually knows your voice and it knows your stories and it knows your content. And then it also knows social media. Cause you know, like if you use ChachiBT, it's like the, the knowledge cutoff is like two years ago. And so if you have it right content for you, it's like really cheesy and lots of hashtags and emojis.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And you're like this, I'll get boot off the stage if I post this. Right. So it's actually trained on how to write content correctly and That's another thing that comes along with the limited edition. Oh, cool. Anyway, but that's a new thing that we're launching as well with it that will help you to do that because this is by far the biggest struggle that people run into.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's like, what do I talk about? How do I come up with content? How do I turn it into other types of content? And it assists you through that whole process. Awesome.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like not every video reaches your whole audience. So you can repost stuff. And a lot of times the process with content is saying the same thing over and over again from a different angle. And it's just always coming up with new hooks and new ways of making the same point. You're constantly making the same point. Your business needs a funnel. That's it. That's literally the only point.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
That's all I got.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And I'd always been into video production and design and branding and all that kind of stuff. So we had done all that. I knew how to do it. But sometimes you are really good at helping other people with something. But then like you just kind of neglect yourself. Like let's say the shoemaker's son has no shoes or something. Yeah, exactly. So like I didn't have shoes as the equivalent.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah. And to be clear, I don't advocate for shutting off your ads either. It made sense for me at that time. It was the right move at the right time. And there's a spot when you're bleeding money that you have to you have to do something. Yeah. But we're even starting to like kind of supplement with ads now. And like this year, that's a big play for us.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's a totally different ballgame when you have a foundation of an audience like you do. Right. Like those ads work so much better because. Everybody knows who you are because they've seen your content, because they have trust with you, and so you don't have to worry as much. But here's the thing. If you're running ads, what I always say is, what is an ad except content that you put money behind?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And the best ads are the best content, right? It's got to be something that's, again, grabs people's attention, is interesting, makes them interested in what you're doing, and has a call to action. And so it makes sense that if you're going to be spending money on ads, you might as well be creating content as well because what you're doing is you're testing ads with your audience.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
testing the hooks. And this is one of the huge advantages of content is because most people, especially if you're a beginner with ads, most people think like, oh, I'm going to go spend a bunch of money on ads. But the reality is they're going to spend a bunch of money just testing to see what works. Actually, just testing to see what doesn't work, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
You'll spend thousands of dollars just testing and find out that none of that worked or here's the one thing that worked. So instead of doing that with ads, you can just do it with content. If you're consistently creating content all the time, what happens is you find those videos that are the outliers, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I didn't create my own brand. I didn't create my own content. And so all running on Facebook ads, business is growing, everything's great.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
That we talked about that take off or they go viral or they get a thousand views instead of a hundred views. And you're like, okay, that hook worked. That was interesting. Take that video, run it as an ad. Now you're testing for free. and then only spending money on the ones that have proven to work. And... The type of ads that I think work the best are the ones that work as content, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Because they're entertaining, they're interesting. It's not just like, go buy my thing, right? And so when you test that way, you find what works and then you go spend. It works better, so you're spending less on it because it's more effective than you going out and testing to see what works.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then the other thing that happens is when you're creating content, you're building an audience, you're building up a warm audience. I think one of the reasons why...
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
your content works so well and why your ads work so well you have such a huge audience now right and all those people that trust you and so you can put something out to your email list or to content or whatever and you get a ton of free traffic along with the paid traffic to the cold audience. Right. And so we did this with Eileen. We took one of her best performing videos that took off.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Although I did watch my competitors who were focused, like hyper-focused on creating YouTube channels and creating content, I watched them taking off like so much faster than me because their relationship was like actually a relationship of value with their audience versus like mine, which is very transactional and just constantly selling through ads.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
We started running as an ad. That ad ran for actually might still be running. I haven't checked. Last time I checked, it had been running for like a year and a half.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
profitably right which most ads last like a couple days a couple weeks right so because it was a piece of content that worked and then we took it and ran it as an ad and then it just continued to work here's something funny i don't know if you knew this you probably didn't know this but uh for everyone else at home this is kind of cool so uh i did my film they would do the 50 or whatever and then eileen
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah, because when we did those videos for her, they already had a call to action. And usually it's comment below this word, like a keyword, and I'll send you my free thing or send you my webinar or whatever. And so then we would just record another version of it that's like click on the link down below, right? And then if we did run it as an ad, they had that version of it that they could run.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It made sense. So cool. It just gives you the ability to create 30 ads a month, which is great.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Well, let me just say this. At the end of the day, the whole purpose of all of this is to take your message, whether it's a business message or a charity or something that you just love talking about, and just to get it out to people, right? Get it in front of more people. And it used to be that you do that in newspapers or TV or
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But now you now the place where the attention is, is on social media. It's online. That's just how it works. And so the whole point of this book is, yes, to give you the tips and the tricks and the tactics for creating content. I go through the whole framework and how to be confident on camera and how to go viral and all that kind of stuff. But then it also goes deeper than that because.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
There's an element of this that's becoming a creator and really seeing yourself as the type of person who can do this.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And this book will prove to you that you have a message and you can do it and you can put it out there and it'll give you the confidence and the tools and the resources that you need to start doing that consistently, to start showing up regularly, to share your content, to share it the right way that makes it optimized for social media to make it work.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And I noticed that, but I didn't know what to do and I didn't have time to create content, so I kept running the business. And it wasn't until there was the moment when, And Facebook ads got all messed up and got expensive. And there was a whole thing that happened with Apple and Facebook and the iPhone. They started putting those notifications on it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then it even goes as far as like how to monetize that and how to turn it into a business and sell products and build your team and all that kind of stuff around it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
So it runs the entire gamut, runs the whole thing for anybody who is an entrepreneur or creator who wants to get a message out there, who wants to make money from their message, who wants to share something online, build a following, monetize that message. That's what the book is all about. So you can go get a copy of it. It's at create don't capture.com.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Like we talked about earlier, there are a few copies of this limited edition version left. It's really special version. Do you want it? Yeah. I want to sign it. Yeah, exactly. I'll have to sign one for you. So there's a few of those left. If you go to the page, and it doesn't say limited edition, then they're gone. Sorry.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But if you do go to the page, there are a few of those left, and that comes with a whole bundle of things that's really awesome. But otherwise, you'll be able to get it either way by going to createdomcapture.com. What's the link again? One more time? createdomcapture.com. And I can't wait for you guys to read it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then it got worse and it's continued to get worse since then. And it just got a lot harder. And there was a period of time there where my costs increased.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
got so high that it just it just completely shattered my business like we went from millions in revenue to like a hundred thousand dollars in debt like what felt like overnight and it was a really hard time it was around christmas time like my favorite time of the year i love christmas and like i spent the entire holiday locked up in a room like working on the business just grinding trying to figure things out and
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I remember sitting around just going like, this is not what I signed up for. This isn't what I wanted. I got into this business because I had a dream for a lifestyle that I wanted to build and who I wanted to help and what I wanted to do with it. And your why is usually a big part of that. And my why was to support my family and to build this thing.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And yet here I was trying so hard to serve that why, but then neglecting the why at the same time. And I was like, this doesn't make sense. This isn't right. And so that was kind of the catalyst for me where I was like, I have to change something. I can't do this anymore. This isn't working anymore.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so then it was at Mastermind in Paradise the first year that I remember I was sitting there and trying to figure out what to do. Like I had already RSVP'd and bought the tickets. So we were there, but like I couldn't afford to be there. Like it was, it was bad.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And I remember sitting there and just having this idea, this epiphany kind of came to me that like, I need to turn off my Facebook ads. Like we've been trying to make it work, but it's not working. So what if we just cut that off completely and go all in on content? Short form videos, right? Instagram, TikTok, YouTube shorts. And I didn't know if it was going to work.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I didn't know what was going to happen, but I made the shift. We shut off our Facebook ads. It was right there at that event that I made my first three videos.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
made them got home continued making content it was a grind for a little while making those videos and then it was about month five of making daily video content that my account started taking off it started working everything was growing we started to make money from it and we completely replaced um what we were doing in revenue before when we were spending forty to fifty thousand dollars a month on ads now just completely from organic
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And that was what happened. And then that was why I ended up the next year at Mastermind in Paradise is when you invited me to come speak on stage. And so then I was there actually telling everybody.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah. Crazy. And so then to be on stage, then teaching that formula was amazing. And then of course, you know, we did, I started doing some videos for you and then for a bunch of other people. And then we did FHL and then I launched the book and then all everything. And here we are today. And here we are on Ross's podcast.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I didn't. I literally didn't know what I was doing. I was just like... I see people making these short form videos like they're talking and teaching principles on it. I'm going to try that. I'm going to just I'm going to do it. And so I'd seen enough of them to kind of like get the flow. But the first few videos I made, like they weren't good.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
They were they were shot on a phone like just on your channel. We scroll backwards. Yeah, they're still there. Yeah. Yeah, they were shot on a phone. They weren't like high production or anything. Like I remember looking for I was trying to find like a nice backdrop at the resort, which is a beautiful resort. So that wasn't hard.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But I was actually looking for a place where nobody would see me doing it because I was so embarrassed. I was so embarrassed to make these videos and for somebody to see me like with my wife standing there with her phone, like recording me and I'm like talking to the camera. I've always been a behind-the-camera guy. I'm a filmmaker, right? So being in front of the camera was just weird for me.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But I did it. I got them over with. I only made three. I was like, that's enough. I did three, okay? So I made the three videos, and I didn't know what I was doing. And it was over time that I started to kind of develop the formula. I started to figure out what was working because for the first two months of making the videos, I was actually losing followers every day. So I'm offending everybody.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I'm like, I hate this. They like people didn't like it or whatever. Like, I mean, there were followers. I was gaining followers, but I was losing more followers. So clearly, like it was different from what I had done in the past. And all the people that have followed me before were like, this guy changed. I'm moving on.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And that's a hard thing to like commit to something like this and then see your follower count dropping and then and then to like continue. Yeah. With bail. This is not working. Yeah. Well, most people go for like two weeks and they see it working and then they give up because that's a lot of work. Right. I can just spend money on ads. So. But I kept going because I didn't have another choice.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I burned the boats like Facebook ads. I was like, I'm done with those. And so it continued going. And then it was through a process of like, I knew that in order for it to work, I needed to get better and better at it. And the way to do that was to watch the performance of my videos, pay attention to what was working. And do more of that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then pay attention to what wasn't working and do less of that. I'm like, if I just follow that formula, this should work out. Eventually we'll figure it out. At some point. And that was what happened. And it was through a process of looking through all of my past.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
videos that were working the ones that popped off the outliers you know if I was getting a few hundred views what was the one that got a thousand views and why did that work and started reverse engineering that and that was when I discovered this framework that I kind of followed and I was like oh if I do this every single time
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
The videos perform a lot better and they have a lot better chance of going viral or getting more views. And ultimately, that's, of course, what we want. And so I started kind of following that formula and I started doing it. And then it was when you asked me to come speak at Mastermind in Paradise and I was preparing the presentation. This is the first time I was going to teach it publicly.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I started thinking about it. I was like, how can I present this in a way that would be interesting to Russell's people, that would make it click, that they would get it and want to start doing it? And then I realized at that moment, I was like, oh, this is kind of like a perfect webinar, but in 60 seconds, right? Usually they're 90 minutes, but like the perfect webinar is like the best webinar.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
selling framework ever for any type of content or anything not just a webinar right use it for speaking for live events for everything and i was like oh what if i taught it like this where it's a 60 second perfect webinar and you basically go through a hook and a story and a point and an offer right and let's take there are three secrets in an offer
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And so that was when I taught it at Mastermind in Paradise as the 60-second perfect webinar, and that just caught on. People really resonated with that idea. I don't remember the event. I spoke Friday night, and then Saturday, everyone was around the resort making videos. Everybody was out there doing it.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
We actually literally planned that because we had a, there was one month where she wasn't able to film. And so we're like, well, we'll just do a double shoot next month and we'll beat Russell's record. And so we did 51. Yeah.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Yeah. So this is the formula that every viral video follows. And like I've gone and I've studied it and I've reverse engineered it. And like there's a lot of different types of viral content. There's funny videos or entertaining videos or there's educational videos. But this is especially effective. I mean, you can see this formula even in the silly videos, right, that go viral.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But it's especially effective for somebody who's like if you're a creator, if you're an entrepreneur and you're trying to get a message out there, it's a way to grab people's attention. Get them to pay attention to what you're talking about. Narrow their focus in on what you do and what you can help them with and provide value and build trust with them.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
And then give them a call to action to go actually do something about it. What you think about it, that's the whole point of business is to get people's attention, kind of teach them something, and then get them to take action on that. Hook, story, offer. Sounds so familiar. Hook, story, offer, right? Yeah. So that's the idea is like can you do that? And the formula is built on that.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
human psychology and what makes that happen now there's a lot of layers of depth to this like I built a whole course on it that teaches the entire process because it's because there's a lot to it but the basic framework we'll talk about right now because if you just take what you know and what you're good at And you put it into what I call the language of social media.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
See, most people just show up and they just start talking and teaching. But then it's not like working for the type of content that people want to consume. And so if you just put it into this formula, it instantly works better. It instantly performs better.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
I get comments all the time from people that are like, I did my first one and it got three times as many views as I normally get or ten times as many views. Sometimes they go viral immediately. And so it's about putting it into this formula so that it can work. So here's the formula. The first thing you start with is a hook. Every piece of content needs to start with a hook.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
Now, if you're in Russell's world, you understand hooks, right? Because you talk about hooks all the time. And a lot of times they're hooks for a webinar, for a presentation, or for an offer and everything. But the hook in content kind of comes before that, right? The hook is not just... Here's this thing that I do or presenting in an interesting way.
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
It's like I just need to grab people's attention. So it can be a visual hook. It can be an editing hook like a Zoom effect. Or we did one video for you where you were wearing a shirt and a tie, right? Russell's wearing a tie. Russell's wearing a tie. Like you don't see that very often. And so that was the hook, right?
The Russell Brunson Show
Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26
But it's got to be something that's going to grab someone's attention to get them to stop because if you're – you could have the best content in the world and the most valuable thing. If you can't get somebody to stop scrolling and pay attention to what you're doing, then nobody's ever going to see it.