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 a single story outsell any sales pitch

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 that you'll ever write?

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 Well, a few weeks ago, I watched it

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 happen in real time.

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 My friend Russell stood up on stage and

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 he didn't pitch anything.

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 He just told a story.

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 But by the time he sat down, people

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 couldn't wait to get involved.

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 Now, I want you to

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 think about your own offer.

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 You describe it, the features, what's

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 included, the price, and people just,

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 they just nod politely.

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 And he can't figure out why something so

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 good isn't pulling people in.

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 Well, nobody wakes up wanting to buy your

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 thing, but they do want to

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 become someone different.

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 So that's what you gotta show them.

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 Because you're describing a thing and

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 nobody gets emotional about a thing.

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 Today, I'm gonna walk you

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 through exactly what Russell did.

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 And by the end, you'll know how to

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 all good.

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 But when I was in Nashville for a charity

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 event that we did for our charity,

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 Village Impact, this is the one that my

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 wife and I started many years ago, we

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 were hosting a mastermind and we were

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 co-hosting it with Russell

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 Brunson and Amy Porterfield.

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 And so everybody paid $5,000 to be there

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 in the room and 100% of

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 that money went to the charity.

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 So I'm just so incredibly grateful.

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 Shout out to Amy and Russell because

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 without them, we wouldn't be able to do

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 an event like that and

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 it was a huge success.

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 Also shout out to Russell's CEO Bill who

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 so generously donated the facility where

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 we hosted the event.

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 But anyways, it was a huge event.

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 Amazing, we had about 30 people there so

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 we raised about $150,000

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 which was just incredible.

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 Now I share all this for you as context

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 because when Russell came up on stage, he

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 started sharing a story.

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 Now yes, of course, he went into tactics

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 and strategies and he decoded exactly how

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 he is using AI to write the most

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 spectacular and highly profitable ads and

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 campaigns, it was incredible to watch him

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 just break down his whole process.

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 But when he started, he

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 started by sharing a story.

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 And so when he got up, he started sharing

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 a story that was close to his heart and

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 that was his experience in Kenya.

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 And so what he was doing was he was just

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 kind of setting the table, so to speak.

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 He was setting a stage of this is why

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 this whole event, this mastermind and the

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 cause, the charity,

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 was meaningful to him.

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 So he started sharing his story and he

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 told the room and everybody in there that

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 when I first approached him about Kenya

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 and our charity, he didn't have any

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 interest whatsoever in going to Kenya.

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 He had an interest in supporting and

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 helping for sure but

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 that was about it, right?

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 He's like, look, I love Stu.

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 He's like, I wanted to help Stu.

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 I'm glad that Stu was doing this.

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 But he said, I had no

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 interest in going to Kenya.

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 And so on my first Kenya trip, Russell

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 had donated and so one of the things that

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 we did was we went into a classroom of

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 the kids for the school that he donated

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 and we just created a little video.

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 And the little video was like all the

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 kids basically saying to the

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 camera, thank you, Russell.

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 And so then we grabbed that video and

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 then I sent it to Russell.

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 And so he was sharing in front of the

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 room how he was at church when he

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 received this video.

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 And so he sat there in church and at

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 break he went and he watched the video

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 and he was just like emotionally just

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 pulled in instantaneously.

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 And he showed it to his wife, Collette,

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 and then she was

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 immediately like pulled in.

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 And so then they both collectively in

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 that moment agreed like, okay, the next

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 trip, they're going.

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 And they have, by the way, they have now

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 come to Kenya with us four times.

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 They brought even their whole entire

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 family, like all five of their kids, it

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 was pretty incredible.

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 But that first trip, he and Collette came

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 to Kenya and on that

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 trip they met a young woman.

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 This was one of the students in the

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 communities that we were

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 serving, her name was Jane.

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 And so Russell starts sharing how they

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 met Jane, how they immediately like

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 formed this relationship,

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 especially his wife, Collette.

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 And they became like just

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 really close to this girl, Jane.

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 And he just took the room through the

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 whole journey of like meeting her, how

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 she became part of their lives and they

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 stayed in

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 correspondence, et cetera, et cetera.

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 And as he's sharing all this, he's got

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 pictures, he's got video, it's just like

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 the relationship is coming to life, like

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 you can feel it, right?

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 And people in the room, they weren't

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 hearing about a

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 charity, they were feeling it.

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 Now, afterwards, he then goes on to share

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 how Jane, they stayed in contact with

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 Jane and then the next time they came to

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 Kenya, they were hoping to see her and

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 she wasn't there and then all of a sudden

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 she like showed up on like the last day

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 on the back of a motorcycle and she had

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 taken this crazy journey to be able to

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 get there because we were actually

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 staying in another location.

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 And it was just like this reunion and it

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 was just beautiful and

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 he was showing all that.

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 And then fast forward, he showed how

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 like, Jane eventually becomes a young

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 woman, she eventually has her own child

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 and the next time they were in Kenya,

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 they got to meet her and then eventually

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 he showed how both Jane and her daughter

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 are now in the United States living with

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 Russell and Colette.

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 They're literally effectively part of

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 their family and it was just beautiful,

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 like just to watch the whole journey of

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 this as Russell explained it.

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 Now afterwards, you wouldn't believe the

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 interest from others in the room wanting

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 to come on that Kenya trip.

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 People came up just wanting to be a part

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 of it because he pretty much sold the

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 whole thing but he

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 never quote sold anything.

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 He never pitched the trip, he just told

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 his story and people saw

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 themselves in that story.

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 That's what sold it.

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 Now you might be thinking, Stu,

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 beautiful, thank you for sharing but

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 that's a charity trip.

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 I sell a course, I sell a membership, I

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 sell a service, I sell a product.

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 Well, stay with me because the exact same

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 thing that moved that room is what will

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 move people toward your offer because it

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 was never about the trip.

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 It was who they got to

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 become by being part of it.

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 Now here are the three lessons

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 I want you to take from this.

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 Number one, people buy

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 the story, not the thing.

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 See, Russell didn't say,

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 here's a worthy cause, please give.

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 He told a story with a real person, Jane,

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 and she was at the center of it.

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 See, people don't buy what you do, they

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 buy the story, they can

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 see themselves inside.

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 Let me say that one again

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 because it's really important.

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 People don't buy what you do, they buy

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 the story, they can

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 see themselves inside.

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 And when there's a person and a journey,

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 people stop evaluating

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 and they start feeling.

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 They picture themselves in it.

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 See, when you list your features, you're

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 gonna inform people.

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 But when you tell a

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 story, you will move them.

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 Your offer has a Jane.

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 Your membership, your course, your

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 service, somewhere in there is a real

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 person whose life has

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 changed because of what you do.

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 That's your story, not your feature list.

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 Lesson number two,

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 your brain is

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 literally built for stories.

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 So here's the proof

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 on this, and it's wild.

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 When people hear a list of facts, only

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 the language part of

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 the brain switches on.

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 But when they hear a story, the brain

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 reacts like it's actually living it.

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 The parts for sight,

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 sound, even smell light up.

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 So when you're describing a story,

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 describe all of those elements.

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 Describe the smell of the fresh pasta or

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 the sound of somebody kicking a ball.

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 Like bring people into that moment

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 because facts get filed away.

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 But a story gets felt.

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 And that's not poetry, that is exactly

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 how the brain works.

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 And it sticks, by the way, because

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 Stanford's Jennifer Aker found people

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 remember stories up to 22

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 times more than facts alone.

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 And in one of her studies, only 5% of

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 people remembered a statistic, but 63%

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 remembered the story.

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 A good story releases

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 the brain's truschemical.

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 So people don't just hear

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 you, they feel connected to you.

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 It's the difference between handing

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 somebody a recipe and

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 cooking the meal together.

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 One is information, the other is an

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 experience that they're part of.

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 And a list informs the

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 brain, but a story moves it.

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 Okay, lesson number

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 three, show, don't tell.

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 This is the whole point in

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 three words, show, don't tell.

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 Don't just tell them the result.

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 Show them the face,

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 the video, the moment.

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 Let them feel it.

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 So when Russell was describing this story

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 in Kenya, he had the video, he

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 had the pictures, he had the kids' faces,

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 the thank you note, everything.

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 People don't fall

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00:10:14,541 --> 00:10:16,208
 in love with the words about a thing.

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 They fall in love when

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 they can see it and feel it.

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 So for you and I,

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 don't just tell the result.

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 Actually show it.

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 Like the before and after photo, the

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 voice memo from a member, the screen

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 recording of the win, the actual client

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00:10:31,583 --> 00:10:34,625
 words that were said, all of that gives

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 context to the story.

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 Another good friend of mine who's really

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 good at this is Jason Gaynard.

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00:10:39,958 --> 00:10:42,541
 I just attended his book launch party and

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 he gave the audience an entire background

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 on how the book came to be.

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 And he too was showing screenshots and

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 voice memos and little

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 videos, it was incredible.

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 And when you tell it like a story,

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 whether it's a real person, a struggle,

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 or a turning point and a result, not just

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 a testimonial, then the story sticks.

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 And here's the reality.

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 Is this harder than just

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 listing a bunch of features?

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 A little bit, for sure.

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 But it's the difference between someone

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 understanding your offer and

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 someone wanting your offer.

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 So the story, even though it may be more

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 effort, it's always worth it in the end.

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 So here's your next step.

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 I want you to find your Jane.

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 The one real person whose

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 life your work has changed.

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 And I want you to write their story the

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 way Russell told ours, the doubt, the

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 turning point, the result,

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 the photo, the video, or the screenshots

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 that let people feel it.

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 And use that everywhere

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 instead of your feature list.

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 Find your Jane, tell her

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 story, and watch what happens.

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 See, people buy the story, not the thing.

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 And it works because stories literally

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 change the brain's

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 chemistry, and it syncs us together.

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 And the magic multiplies when

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 people can see it and feel it.

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 That's the pictures, the

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 video, the real worlds.

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 People genuinely want to do

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 good and they want to grow.

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 And a story just gives them that avenue.

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 So stop describing what you do.

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 Start telling the story

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 of who they could become.

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 And your market is

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 waiting to see themselves in it.

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 That's all for today. I'm John Furrier, and I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. I'm a video creator. That's all for today, my friend.