McCall Jones
Appearances
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So without further ado, this is the founder of charisma hacking and charisma style. Let's give it up for the one and only McCall Jones. Yeah.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
I am so excited to be here with you today. Like Chris said, my name is McCall Jones and I am the founder of Charisma Hacking or co-founder with my cute husband over here. You can wave. Yeah, Tanner. So at Charisma Hacking, we help coaches and creators sell more on video by making them more charismatic. Now, this is important for our presentation today.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Our definition of charisma is the ability to hijack people's emotions and energy. Yeah, can I teach you how to hijack people's emotion and energy today? Say yes. Yes. Yes, amazing. So what we're going to talk about today is exactly what Chris said. We need to hook people at the beginning of your sales presentation. Yeah, it's so important. And let me tell you why.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So over the last couple of months, we've had a lot of clients come to us, and they all had the same problem. The problem that they had is they had an amazing offer. They had awesome. secrets and the rest of their webinar was incredible. The problem was nobody was seeing it because all of these people would show up. They would spend a ton of money on ads, get a ton of attendees to their webinar.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And then over the course of the first 10 minutes of their webinar, people would leave. Yeah, they weren't even making it to the pitch. As I was going through all of these different clients, I mean, and it was clients from very beginners to doing several million dollars a month or a year. It was crazy. They were all making the exact same mistakes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, so I'm going to show you how to not make those mistakes today and how to redo the first 10 minutes of your webinar so that people actually make it to the pitch. Does that sound good? Say yes. Yes. Amazing. So I first want to talk to you guys about why this is important. The first 10 minutes are the most important part of your webinar because I know everybody thinks it's the pitch, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yes? Yes, I'm seeing some head nods. It's not, because if they don't see the pitch, then it doesn't matter. Yeah, the first 10 minutes have to be the most important. So you want to spend your most time focused here first. Yeah, once you can get them to stay, then we adjust all the other things that they're actually going to see.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
But this is the most important thing, is the first, I'm going to use this board, is the first 10 minutes, and really the first couple minutes. Now, we have one goal with the first 10 minutes of our webinar. Yeah, the one goal...
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
is that we want people to think to themselves this could be my missing piece that's it that's our one goal yeah does this make sense now let me show you the wrong way to do this and the wrong way to do the first 10 minutes of your webinar yeah now i don't want you to say it out loud because some of the webinars that you may have watched that have been making these mistakes could be close to you.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
They could be online. I'm looking at you online people, right? Don't address it. You also could be making these mistakes, but these are the two wrong ways to do it. Yeah. And we're going to keep coming back to this piece of paper, but these are the two wrong ways to establish authority and open your webinar. The first one is what we call a sob story.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
What a sob story is, is sometimes people will hear the word origin story and they start to dive into their background, right? They start to dive into all of the things that have made them the person who they are today. They dive into all of the mistakes that they made when creating their business, right? Have you guys heard of this before? You can just nod your head. Don't say yes out loud.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, a lot of times we'll go to conferences or we'll hear speakers start to speak and they'll start to tell this sob story, right? And they open up the speech with this sob story. Now, this actually does have a place in your webinar. Your origin story is important. Yeah, I do want you to use it elsewhere, but it can't be in the first 10 minutes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, it can't be in the first 10 minutes because worst case scenario, the thing that people think, is who cares? That's worst case scenario. But that's not the reason why we can't start with a sob story. The reason we can't start with a sob story is best case scenario. When you tell a sob story, they think good for them.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Now, if best case scenario, we're getting good for them, the problem with this is... It doesn't achieve our goal, right? Neither one of those things brings people back to this could be my missing piece. Yeah. We understand. Say yes. Yeah. Amazing. So we will tell our origin story elsewhere and there's right and wrong ways to do that too, but we're not going to tell it in the first 10 minutes. Yes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
If you solemnly swear, I want you to raise your hand, get very solemn in your face and say, I solemnly swear. Do not use a sob story. Thank you so much. So the second one, you're going to really enjoy this picture. The second way that people make this mistake is what we call sexy screenshots. Now, what a sexy screenshot is, is people in an attempt to really establish their authority, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Because it's important that we establish our authority at the beginning. But when people try to go through and they say, hey, this is why you should listen to me. All of a sudden, they start to pull up these screenshots. And these screenshots can be anything from if you're in the fitness industry, it's like you in a bikini, like flexing of like, yeah, you should listen to me.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Look at my biceps, right? If you are in a make money industry, this looks like striped notifications, right? All of a sudden, they're like, hey, just so we can get this out of the way, you believe me, I made a lot of money. We don't want to do sexy screenshots. And here's why. And this also has a place in the webinar. 100%, very valuable, very valuable, wrong place to do it at the beginning.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, wrong place to do it. Let me tell you why we can't do this. Worst case scenario, people see you going like this, and they think, who cares? Best case scenario, and this is why we can't use those sexy screenshots, is best case scenario, they look at this and they think, good for them, right? Which neither one of them, love the beef.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Neither one of those things is, this could be my missing piece. Yeah, now I said this at the beginning, but the crazy thing is these two mistakes, people make them at the beginning of their businesses. A lot of times if they're like, oh man, I am maybe a little bit insecure and want to establish my authority, and I've been through a lot of stuff, maybe I can inspire people.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
they go to sob story yeah or if you feel like you've you have uh overcome a lot of trials you'll go to sob story right if you've achieved a lot of stuff if you got a really good looking butt in a bikini you're gonna go to the sexy screenshot right if your stripe uh balance i was gonna say notifications if your stripe balance is very high your tendency will be sexy screenshots right people make this mistake all the way up
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
all the way up. And when they see a drop-off at the first 10 minutes of their webinar, they accept it. And they say, oh man, that's just what happens. It's just what happens. Oh well, right? It's a numbers game. I'll just spend more money on ads to get more people there. So hopefully the people that will stay will buy and hopefully that number will go up, right? So
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
With this, I want to show you the right way to do this. You'll see why I'm looking like this. I have to draw a picture that is crazy. Let me show you the right way to do that. Is that OK? Say yes. Awesome. Now, every single person can use this.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Whether you're just starting your business or you have a gajillion case study stories, you've made a lot of money, the only thing you need is a single testimonial. Yeah, I know some people who are starting their businesses, they don't have a testimonial yet. Totally fine. Learn this principle. Go find a testimonial. Get some results for people. Come back here and then use this.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, do we know we can use this? Say yes. Okay, so this happens in the first 10 minutes and this is the right way to do this. It has three steps. How many? Amazing. Okay, so step number one. Failed before. Yeah, say failed before. Amazing. Step number two. This is my most complex drawing. It's a puzzle piece. Kind of. Step number two is one thing. I want you to say one thing. Awesome.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Step number three. Yeah, look. It's this, right? We call it the high kick hook or the fast forward hook. Say fast forward. Fast Amazing. So we are going to go through all three of these steps. I'm going to teach you how to tell this story. Yeah. So if you do this right, it hooks people to the end. And remember, charisma controls the emotions and energy of the people watching the webinar.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So we're going to hijack their emotions and make them feel the things that we want them to feel. Yeah. Sound good. Say yes. Amazing. Okay. So first we are going to dive into failed before. Now this Story is a case study story. So it's not your story. This is why you need a single testimonial. It's a case study story.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So I want you to think to yourself, and I want you to write down the first name of your biggest testimonial so far. Yeah, your biggest testimonial so far. With this biggest testimonial, the first step that you have to do in this story is you have to do failed before. And there's a couple reasons why.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
The first reason is your warmest customers, the people who are the most likely to buy from you, are people who have tried to get your solution before and failed. Yeah, they're people who have joined other programs. They're people who have been duct taping a solution together to try to get it on their own.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
They are your warmest customers, and we want to identify them as quickly as possible at the beginning of your webinar. Understand? Say yes. Amazing. So there's a problem here, though, because not only are they your warmest customers, But they're also the most skeptical. The reason why is because they've tried it before and they failed, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
A couple things happen in their brain because they've tried it before and failed. The first one is they look at you and they say, hmm, somebody else told me this would work too. Look how that turned out. Right? And the second thing is, which is even worse than that, is they start to think it's their fault that they haven't succeeded so far.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
If they start to believe that something is wrong with them and that's why they haven't succeeded before, it doesn't matter how amazing your offer or your secrets or anything you're about to sell them is. If they believe I am the thing that's bad, even if your thing is good, they'll still never buy. Yeah, they'll still never buy. So even though they're the warmest, they're the most skeptical.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Now, something we have to understand is that people will not buy if they think they won't succeed. Yeah, they will not buy if they think they won't succeed. So what we have to do is we have to show them that it is possible for them to succeed even if... they've tried before and failed. Yeah, this is the very first step of our story.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So in order to build this story, we're gonna start to build a list. I want you to start to list out things that they have tried before and failed. And I'm gonna give you a tip because we can kind of kill two birds with one stone here. Part of the things or some of the things they've tried before and failed should be your competitor's methods. should be the things that they would buy elsewhere.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Because if you can show in the first part of your story that, oh man, this person tried, this person's and this person, this person's and they failed, they automatically will think your competitors are worse than you. Yeah, so what I want you to do is I want you to take just a second and I want you to start to list out things your people would have tried before and failed.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
As you do that, I'm going to give you some examples. Yeah, so one of our clients, her name is Dara. she helps women 50 to 70, age 50 to 70, lose weight, lose like 40 to 80 pounds. It's amazing. Now, when we do this section of her, we call it the MPS, the missing piece story. Yeah, the missing piece story.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So with this, when we got to this section of it, she started listing out things that these women had tried before in their lives that didn't help them lose weight. So we had like Dieting, obviously, Weight Watchers since they were 12. She listed out fasting. She listed out Atkins diet. She listed out snapping a rubber band every time they ate something, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Anything that these women had tried before and failed, she listed them all here. Then, because Dara doesn't offer Ozempic, she also added Ozempic. She added other things that her competitors would say, this is the thing. Yeah, so we have another amazing client that's with us here. Her name is Kelsey. She's incredible.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
She helps high school athletes gain 15 pounds of muscle so that they can get recruited. As we're building out her story of fail or things that they've tried before and failed, it's things they've tried to gain weight and gain muscle. Yeah, so she has like mass gainer, downing creatine, downloading bodybuilder fitness plans on Instagram, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
She lists out all of her competitors and things that these kids would have tried without her. Yeah, so does this make sense? Say yes. Yes. Awesome. So first thing we have to do is we have to show them that even though you've tried before and failed, that's okay. Yeah, I'm going to show you how to put it into a story in just a second.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Okay, the second thing we want to do is we are going to address one thing. How many? One. This is so important. Yeah, so important. And this was one of the biggest secrets that we found that was really keeping people longer.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, so this one thing thing is that when they've tried all these things before and failed, we have to tell them that they are so close to success and that they're only missing one thing. Now, here's what I mean by that. We're gonna talk about secrets versus system. Yeah, secrets versus system. Now, I know, as well as anybody else, you don't break a perfect framework, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
You don't break the perfect webinar, you don't take away the secrets, but the way that we started presenting it is instead of presenting the secrets as disconjointed things or tips, you wanna present it as a single system. Yeah, it's a single system that has three steps, but it's a single system. It's super, super important because, yeah, super important. I love it. So as we are looking...
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
It's incredible. As we are framing this out for our clients or the people who are watching us, we have to show them the gap between where they are and where they want to be. Right now, the gap can be massive. Right. It's all these skinny kids who want to gain weight. Right. It's like, oh, man, I need to gain 20 pounds. And that seems impossible. Right.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Can be these women for Dara who are saying I am impossible. 80 pounds overweight. That feels astronomical to lose 80 pounds right from where I'm at, right? Or I'm only closing 10% of my webinar. I want to be closing, you know, 50% on my webinar, whatever it is. We need to show them there's a gap, but the most important thing is the only thing Standing between them and what they want is one thing.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah. We're going to even use that language. Yeah. So the reason why is because if they think it's a whole bunch of things here, they think I've tried this before. I failed. If we don't address this, they'll think there's something wrong with me. If we give them, this is crazy. Earthquake!
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
For this part, if they think that there's a million steps, they think that there's a million ways that it can go wrong, right? All of a sudden they're looking at this and they're like, oh man, that feels hard. And if they have already thought there's something wrong with me, even if we overcome that, We have recently overcome that, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
If we're like, listen, the secret to being in your charisma styles is you just have to change your hair and change your face and change your voice and change your body and change every single script that you're doing and then do this and then do this. All of a sudden, even if we're like, you have the secret, they go, that's too many things, right? It's very overwhelming. Very overwhelming.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Amazing. Right. Instead, if we can tell them, right, the thing that you've been missing is one thing. We say the thing that you're missing is your charisma styles. And all of a sudden they go, oh, I just have to use my charisma styles. Yeah, no, if you're not familiar with charisma styles, there are three different styles plus the false faces.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Like it is a process to learn how to use your charisma styles, but they, I'm telling the truth, they are just missing one thing. Yeah, so instead of presenting it as secrets, present it as a single system. And then that system, you can still use like your titles of your secrets and things like that. Yeah, a couple of examples. We do have charisma styles, perfect webinar.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
If we said, hey, you know, you're not closing anything and you wanna be closing, Good news, this person tried this and this and this and this and this and they failed. The one thing they were missing was perfect webinar. Yeah, the one thing. If the person can believe that there's one thing missing, then they will move forward. Yeah, does this make sense? Say yes. Yes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Awesome, so now the last piece of this is the hook, yeah? Once you tell them that they're missing one thing and it's called perfect webinar, you're not gonna tell them what perfect webinar is yet, right?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
You don't go through and you say, oh man, yeah, we tried this and we tried this and we tried this and then we came up with this solution, then we came up with this solution and we trial and error here and here and here, right? You can do that in an epiphany bridge once again later, later in the presentation. The hook here is you tell them they were only missing one thing.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Then you fast forward to results and you say, okay, fast forward to three weeks later after using this one thing, here were the results. And then you say, what changed? What took them from where they wanted to, or from where they were to where they wanted to go? What changed? Well, they had to stop doing this and start doing this. They were smart enough. They just needed the system.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Can I show you the system? And then the reason why I call it a high kick hook is I go, say yes, and then I do a high kick, which is why our logo is this. This is the part of the speech where I add the high kick. This is the hook where all of a sudden they're like, yes, I want to see the system. I want to see the system.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And when you reveal it that way, all of a sudden they're emotionally bought in. We have now been in complete control of the emotions and the energy of our people. Now they believe, oh my gosh, it's not my fault I haven't succeeded. Oh my gosh, I'm so close to success. What's that system you got for me? Can I get that? Yeah, is this making sense? Say yes. Awesome.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So now I'm going to give you the transitions that just make it easier to tell the story. So we failed before. When we get to the one thing, between them failing before and finding the one thing, they just have to find you. Yeah, so we say, okay, this is this person. I'm going to show you some examples.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, because I've done it at both Funnel Hacking Lives, and we just added it to a webinar of one of our clients. Yeah, like this morning, which was so fun. Yeah, so between this, we say, okay, this person tried this. They tried this. They tried this. They were failing. It was terrible. One day, they had enough. And they found me. And I looked at every single thing that they were doing.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And I called them and I said, listen, you are so close. You have the exact right this, this, and this. You're just missing one thing. So fast forward three weeks later, she does the same event. She does this, she does this. But this time, big result. Now, what changed? What took her from totally failing like she did before to getting this big result?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Well, she had to commit to using the right system. Can I show you the system? Say yes. They say yes, and then you do it. right? So high kick optional, but not really because you should do it. Just stretch the hammies, right? So they find you. Yeah. Does this make sense? Say yes. Amazing. So now the transition from here to here is literally what I just said. We say, what changed now? What changed?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
What took them from this place to this place? Oh, they just needed the right system. Yeah. So this together will hook them in. Does this make sense? Sorry. Does this make sense to say yes? Amazing. So I'm going to show you a couple examples of me doing these stories. Yeah, we first started adding them to speeches because we knew we had to establish our authority in a very short time window.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And instead of doing sexy screenshots or instead of doing a sob story, which a lot of speakers do and you lose the audience because they think who cares or good for you, we started adding them to the beginning of our speeches. They were working so well that we started adding them to our webinars and we had the same effect.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
People stayed longer and they were more primed to learn and they bought more at the end. Yeah. So do we have volume? Yeah. Cool. Okay. We're going to watch this. It's a couple minutes long, but you're going to be able to see all of these points that I'm hitting over on the side. This is Funnel Hacking Live 2023. And I'm going to show you how I know. This is Kayla.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Kayla had a new course, so she did what she was supposed to do. She had a dramatic demonstration in the form of a three-day event. Day one of the event, she couldn't scroll fast enough to keep up with the chat. They were losing their minds. By day two, it was all, hashtag, fire emoji, value bomb. Oh my gosh, Kayla. She goes on to day three of the event, thinking, I am going to be so stinking rich.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Day three comes. You ever felt this? Say yes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Day three comes. Kayla makes her big pitch. And nothing happens. Guys, nobody buys. But that's not the nightmare. The nightmare was instead of Stripe notifications coming in on her phone, she was getting Instagram DMs that looked like this. Kayla, OMG, so amazing, girl. You totally inspired me. I'm finally ready to move. You'd be so proud of me. I just joined Shailene Johnson's program.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
I never would have been brave enough without you, girl. Thank you. In case you missed that. Kayla is not Shailene Johnson. Now, you know what's worse than an event that doesn't convert? converse for your competitors. Now here is why Kayla is a winner. In this moment, she could have said, I'm not cut out for this. I'm nothing like Russell Brunson. This doesn't work for me.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
I've been doing everything that I'm supposed to be doing and it's not paying off. But she didn't. Instead, she said, I'm so close. Say, I'm so close. I'm And she sent her videos to me. And guess what? She was right. She had the exact right offer, content and credibility. There was just one thing that was tripping her up at the finish line.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So I called her and I said, Kayla, listen, you are trying to pitch like Russell Brunson. When yes, Russell is amazing, but you are nothing like Russell Brunson. You need to pitch like Tony Robbins and Gary Vee and Brene Brown. So three weeks later, Kayla does the exact same event. It has the same offer and the same content and the same information. She only changes one thing.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
This time, instead of modeling Russell Brunson, who she's just nothing like, she modeled her charisma after the right people for her. What was a complete disaster three weeks ago, this time was a six-figure launch. Now, Kayla wasn't years away from finding her voice or being attractive. She was three weeks and one tweak away.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
But she had to commit to the right process of becoming an attractive character. Guys, can I show you the process? Say yes. Say yes. Okay. High kick. High kick optional. So do you see? Yes, there are more details. That's why I put this here. You can guys, you guys take a screenshot of this. Yeah. Putting it actually in story form.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
But if you even told a one minute version of it and you just went through those points, these are the things that matter. Yeah. If you put these elements in it, it has the same effect. Yeah. Does this make sense? Say yes. Yes. Okay. Amazing. So we're going to watch another one. Helpful to see examples. Yeah. Okay, this was Funnel Hacking Live 2025.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So with both of these years, like I said, you have a very short time window when speaking anywhere, but when speaking of Funnel Hacking Live, so it's a really good exercise of like, okay, how do I get them to completely buy into my framework, overcome all the false beliefs that I need to, and establish authority instantaneously? You tell a story that's two to three minutes, and you're in.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, here is Funnel Hacking Live 2025. Here's how I know. This is Kristen and Sylvia. They help Shopify business owners get traffic and turn it into sales. Now, they wanted to sell their product to more people in less time, so they started doing live webinars once a week, every single Friday. Now, every single week looked the same.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Monday through Thursday, they spent all of their money on ads, they got tons of sign-ups, and then they would frantically prep for Friday. Friday would come, the audience would show up, and they would go crazy for the information. These people would thank them profusely, and then they wouldn't buy.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Their weekend ritual became tweaking slides, stressing about ad spend, and thinking to themselves, is there something wrong with us? One day, they had enough. So they sent their webinar to me and asked me to hop on a call with them. And here's what happened after the call in their words.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
The first webinar we did after we made these small tweaks, we closed 20% of the room, which had never happened before. And people bought the upsells, and they paid in full, which had also never happened before. Now, we've evergreened this webinar, and tonight, we are collecting our two Comic Club Award. Now, what changed? What took Kristen and Sylvia from this guy to this guy?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
The secret was they knew how to take the most boring part of a sales presentation and make it the most exciting. Because even the right information and frameworks and products, if presented the wrong way, will completely sabotage your pitch and it will tank your sales. But if you can say the right things the right way in the right order, then you can sell like Russell.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yes.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
High kick. High kick transition. So we have one more. So this is our client, Kelsey, and she literally was adding this to her webinar this morning. So if you want a what's working now, we literally added it this morning. So there aren't the arrows on the side, but you can start to follow along. This one's about two minutes long.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Oh, yay, Kelsey! Okay, friends, so with this story, can you see how it will immediately establish authority? Say yes. Yeah, do you see how you could do this with any testimonial you have? You just need one, say yes. Amazing, do we understand failed before? Yes. Do we think we could create a list today of things that our people have tried before and failed? Yes. Yeah.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Do we see how awesome Kelsey, especially because this is a webinar, the other two were a speech. We try to add as many as we can in there. They tried this. They tried this. They tried this. Oh, so frustrating. Yeah. Do you think you could create a list just like Kelsey did? Say yes. Yes. Awesome. Okay.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
So now when we move to one thing, right, could you take your secrets, your system, everything that you're doing, and could you put it into a single system? Yeah. Put it into a single system and name it. Say yes. Some of you may already have a name, right? With Kelsey's, the thing that comes right after this is hers is called the GAIN system. Okay. Right. We have charisma styles.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
There's like the right side up protocol. Right. Whatever it is, you should try to incorporate a system or protocol or whatever if it's not apparent in the name. So it does feel like a single system. Yeah, I also want you to make sure copy-wise, like actual phrasing, you do a couple things. One, you say one thing. Yeah, you want to use that phrasing. They were only missing one thing.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
Yeah, because then when you say the thing they were missing is the system. Can I show you the system? They're like, well, yeah. When Kelsey says he needed to stop training like a bodybuilder and start feeling like an athlete, when she says the system is the GAINS system, can I show you the system? Everybody goes, yeah, I want to see the system.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And if the entire goal is coming back to our bikini shots, all the things. If the entire goal is for them to think this could be my missing piece, we have hooked them. Right? We haven't given too much information where they think, oh, yeah, I got it. And then they leave. Right? Automatically they go, I want to hear this system. I want to hear these secrets.
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
They think this person could get it for me. I'm okay even if I've tried before and failed. Yeah, we understand and say yes? Amazing. Okay, friends, I want you to try to do this today. Yeah, when you leave this ClickFunnels event, map out those three things. Fill in the details of things they tried before and failed. You can say, okay, how would I say that they were missing the one thing?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
You can use these transitions. Yeah, did everybody get a picture of this? Yeah, you can use these transitions. This one is what happened, what took them from blank to blank. I can write that down if you want, but what happened? What took them from blank to blank, right? It was that they didn't need more information. They were just missing the system. Can I show you the system?
The Russell Brunson Show
Launching ClickFunnels Connect and The Truth About Influence with McCall Jones | #Marketing - Ep. 39
And then you can go, say yes, high kick, right? So I want you to write this today. Do you commit to writing this today? Yes, and putting it into your webinar sometime in the next week? Yes, say yes. Yes, amazing. Okay, thanks so much for having me, friends. Have so much fun at the recipe event.