Dave Woodward was at the ClickFunnels semi-annual partner meeting and totally screwed up. He was explaining a critical concept and without any context or backstory ended up losing the attention of his partners. Russell Brunson came in to save the day by providing the backstory and context. The context brought things back around and unified the group. As embarrassing as this was for Dave it was a great lesson. A lesson he wants to make sure others do not have to learn on their own.
Speaker 1: 00:00 Welcome to funnel hacker radio podcast, where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales, dominate their markets, and how you can get those same results. Here’s your host, Dave Woodward.
Speaker 2: 00:17 Welcome back everybody. This is kind of a crazy, crazy, a podcast. So first of all, as you noticed, I’ve had quite a few podcasts that have been me just recently kind of giving you some of my thoughts and things. I want to make sure I got a lot of this out. A second of all. I’ve been super, super crazy busy with the things have been going on here at Klick balls and I’ve had to cancel or cancel and reschedule probably. Oh, at least half a dozen different podcasts and it was kind of interesting. So today we end up having our partner meeting here. Does that mean. So we’ve got two cofounders, Russell and Russell Brunson and Todd Dickerson or two co founders and there’s four partners myself. I run all the business development at click funnels, our CTO, Ryan Montgomery, a Bronco, Peter’s handles all of our operations and things. And then John Park handles all of our, our marketing and traffic and things of that sort.
Speaker 2: 01:07 So the six of us are all gathered together and we’re, we’re looking at the future as far as things that we need to, to build out for click phones. How do we, how do we grow click funnels, how do we reduce churn, how do we do all these different things? And so one of, uh, we’re gonna have you been listening to this podcast for a while? You’ve heard recently, Russell and I were down in Phoenix at Joe Polish and Dean Graziosi, he’s a genius x, which is their hunter k group and one of the guys there was a business broker and he was talking a lot about the importance of business and really when you’re looking to sell a business or when you’re looking to buy a business that things you need to be looking for. And one of the principles he taught was this whole thing as far as the rembrandt and the attic.
Speaker 2: 01:47 So we’re sitting there and we’re looking at the potential of acquiring a couple of different companies to provide different services for click funnels. And I was talking, I said, you know what? So when we’re looking thing, some of the main things we need to take a look at our, you know, this, this, this and this and you know, I want to make sure also that we’re looking for those rembrandt’s in the attic. You know, it’s kind of like when you’re buying a house and all that kind of stuff and you see and Russell’s like, whoa, stop Dave, you totally screwed up the story. Totally threw this up. Let me goes. I’m sitting here looking at it, cross it, todd and Ryan and John and Brent needs to go going, I can see their eyes rolling back the head because Dave, you gave no context as to bars as what this whole rembrandt in the attic thing is go.
Speaker 2: 02:30 So guys, let me kind of back back this car up here and kind of give you a little more context as far as what’s going on and why this might be important to us when we’re looking at different things to acquire. And so I had an awesome lesson from Russell on storytelling and so I said, you know what, it’s kind of like if you were to go out to buy a house and let’s just say this house is for sale for $100,000. So you go to this house and you’re walking through the house with your agent and while you’re walking through this house you’re looking at different things and all of a sudden up in the attic you see this piece of art and this piece of art happens to be an original rembrandt. And you know that Rembrandt is probably worth a million to two to $3,000,000.
Speaker 2: 03:12 Well the house is only for sale for 100 grand. And so when you come back down and you talk to your agent, you tell your agent, you know what? I want to offer $200,000 for this house and the agent’s going $200,000. Are you kidding me? It’s only worth 100. He goes, yeah, I know it’s they’re asking 100. The reality is I want to make sure I get this house. I don’t want to have anyone else take steel this house out from underneath me. I don’t want to get into bidding war anything else. I literally just want to take this house off the market and so I’m going to offer a ridiculous sum above what others would be paying for because I know basically in the attic is this rembrandt that no one else knows about. And everyone is. So my department’s been. Oh, okay. Now I got it.
Speaker 2: 03:54 No, that makes sense. Dave. I totally screwed this one up. So the idea behind this continue this story was uh, I was talking with Michael Perella who has a company called I love kickboxing, made amazing company and he was talking about orange fitness, which is a company sold for one point, $2,000,000,000, just a crazy, crazy multiple. And the irony behind it was it was like 20 or 30 times they’re either, which was, you know, in, in that industry, it’s typical where you’re gonna be about a 12 to 16 x multiple and so it was just this crazy, crazy astronomical number and everyone was like, why in the world would the buyer pay so much for just a fitness company? And the reason was because what the buyer understood was that orange fitness had technology based on heart rate monitors. Everything else that was cutting edge, it was above everything else.
Speaker 2: 04:47 And the Rembrandt and the addict role for the buyer and buying orange fitness was the heart rate monitors. So my only two things I want to make sure I kind of point out or get through this whole thing. The first of all is context, context, context. I’m really, really packed. This is one of my things I’m working on as if any of you guys follow me on facebook live. I’m trying to get better at telling stories. It’s, it’s not. One of my strengths is I’m really trying to get better and better at telling stories. And a lot of that, just given the context, spending more time on the backstory, I know I get super excited about different things and I kind of forget to give people the context or the backstory. Russell is absolutely amazing addict. Uh, you’ll find any real great writers will spend literally pages and sometimes chapters building up the backstory.
Speaker 2: 05:37 If you take a look at a, we were joking around here as far as vendors, if infinity war and now the next two, next two movies that are coming out are basically the prequels or backstories to characters that will be in the next movie. And so understand that the better you are at telling the backstory, your own, the backstory of other things, it actually builds up anticipation. It can create demand, it can, it can create enthusiasm, all these crazy things all well in advance of what, uh, what you’re trying to do. So spend time really focused on knowing exactly how to do that. So that’s, that’s the first thing. The second thing is when you’re taking a look at your own business or you’re looking at other businesses, try to find out what are the rembrandts in their attic, what are the things that are unique to your business?
Speaker 2: 06:32 What are the things that provide added value? What are the things that if you’re taking a look at it saying, you know what, yeah, my company’s worth this, but because of this crazy technology or what is the rembrandt that she could paint in the eyes of your seller? So those, the two main things, obviously the biggest takeaway for me personally here is I need to get better at telling back story. I need a better at adding context. So those are the things I’m going to be working on a time. You’d probably see a lot more if you’re following me on facebook, on facebook live. I’ll be doing a lot of this audio. Probably going to be doing a lot more podcasts myself personally on this channel, trying to get better at providing more context and more backstory. So, Russell, thanks again. I appreciate, uh, I appreciate the lesson and I’m going to be reading expert secrets again here real quick and you’ll find me actually kind of explaining on my facebook live how that, uh, I’m going to go chapter by chapter on that. So anyways, wish you guys all the best in your business and everything that you’re doing. Most importantly, spend time helping people understand the backstory. Create the emotional connection. That’s where it’s done. It’s not done at the actual pitch. It’s not done on the sales page at the offer. You need the story. This is where we talked so much about hooks, story and offer. You got to create the hook and that hook frequently is created through the backstory. Have an amazing day. We’ll talk soon.
Speaker 3: 07:51 No. One of the things that means a ton to me is the personal reviews that you guys leave on itunes. You wouldn’t mind going out, rate the show. Let me know how I’m doing. Just go to Itunes, click on the episode and rate and leave a comment. I read all the comments. I appreciate all the stars and everything one already left for me. Again, I really appreciate it and it’s my way of finding out how I’m doing so if you don’t mind, I’d really appreciate it and again, thank you so much for all you guys do. Have a great day.