One little secret I learned from the Clickfunnels launch. On this episode Russell talks about the secret of the pre-indoctrination video and why it is so cool. Here are some interesting to listen for in this episode: Why having a perfect sales pitch is awesome, but you also need an indoctrination sequence. And what an example of the process is. So listen below to hear why pre-indoctrination videos will help tell your audience what to think, and therefore what to buy. ---Transcript--- Good morning, everyone. This is Russell Brunson, and I want to welcome you to “Marketing in Your Car.” Hey, guys and gals, and everyone who’s listening. I hope you’ve had an awesome day so far today. If you’re in the car right now, then you’re just like me, and you’re getting excited and pumped up for the day – trying to get in the state, right? I just want to talk about what my mind’s been on all weekend, because it’s been kind of exciting. For the last however many years – seven or eight years, I’ve been watching everyone do their big product launches. They do the multi-video sequences and all of those kinds of things. I’ve done a lot of product launches in my day, but I never really did the whole multi-video thing. For whatever reason, I just never did it. The first time I’ve really done it was with the Click Funnels launch to our own internal list, where basically – and partly it was because we had these really cool product launch funnels that I wanted to test out, where it lets you do four videos and all kinds of stuff, and so I got really excited to try it out. So we made these four videos and they were fun and they were entertaining and we got to use some good content. It was just kind of cool. The coolest thing about it was that people loved the videos. Even those that didn’t buy it, they watched the videos. They loved them. They build a good relationship, and it was cool. I keep thinking more and more about that. I remember I was at a Mastermind meeting, and Frank Kern was there and he was talking what he calls “indoctrination pieces”. He says that before he sells anything, he sends out three or four e-mails of these different indoctrination pieces to pre-dispose people to actually buying. He was showing videos he’s send out. He was showing pdfs. He was showing all of this stuff to go out there and give cool stuff out before you ask for a sale. The other day on Facebook, I was watching a copywriter [laughs]. He’s one of my friends. He was bragging about two or three letters he wrote for Frank Kern, and how awesome they were, and how they did, [imitates] “a million dollars in like twenty minutes,” and all of this garbage. I was like, “Yeah, but in twenty minutes, there’s no way everyone read the sales letter. They just bought because they wanted to buy.” It’s kind of like he had this feeling. Frank came in and he was like, “Hey, so-and-so’s sales letters are awesome, but you have to understand that the sales letter’s just one piece of the sequence to this. The sequence is what sells people. It’s all of these indoctrination pieces. It’s all of these things that are happening ahead of time that pre-frame them and get them prepared and get them warmed up to actually buy, where at the last minute, a lot of people never even read the sales letter. They’re just going to buy it because they’re going to buy. That was kind of a big “aha”, a big epiphany for me. Having the perfect, scripted sales pitch is awesome, and especially for cold trafficking. If they don’t know you, and you’re driving them in from Facebook or somewhere where you’ve got to click and you’ve got to convert them really, really quick. A good old-fashioned video sales letter or an actual sales letter is definitely the way you’ve got to go to convert them, but after they’re on your list, or you’ve got partners promoting it and things like that, I think the best way to do it is to take them through a gauntlet of pre-indoctrination videos and audios and cool things, just to build u