When To Start Your Direct Response Speech

A Direct Response Speech is a sales page in disguise.

If you’re unfamiliar with what a sales page is, here’s the short version:

It’s a persuasive letter crafted to get a specific customer to buy a product on the spot, even if they’ve never heard of you, your company, or your product before.

And while many argue the headline is the most critical element of a sales page, let me tell you something:

That’s complete BS.

Especially in a direct response speech like Russel Brunson’s legendary $3M in 90 Minutes keynote at the 10X Conference.

Why?

Let’s break it down.

Brunson’s keynote title was:
“How to Instantly Outspend Your Competitors And Ethically Steal ALL Potential Customers In Your Market…”

Sounds like a killer headline, right?

And sure, it worked… but the headline didn’t matter much.

Why?

Because the audience was already in the room.

Whether they loved the title or not didn’t matter. They were there. The real challenge wasn’t getting them in, but keeping their attention. (Which I’ll talk about in a different email.)

But today’s lesson has more to do with the type of audience he was talking to.

Brunson’s job was made easier by the audience itself.

Why?

Because the 10X Growth Conference isn’t for the faint-hearted.

Giving a keynote there means you’re speaking to 9,318 people who:

• Paid for flights, hotels, and tickets ranging from $997 to $30,000.

• Are mostly business owners, salespeople, and marketers with cash to spend.

What does this tell us?

This $3M in 90 Minutes wouldn’t have been possible without the audience being vetted and “indoctrinated” long before the event began.

Enter the term: Indoctrination.

I don’t mean indoctrination in the literal sense of forcing beliefs on people without allowing them to question anything.

What I mean is this: preparing an audience to receive specific information from you (or your brand) and trust it before you even speak.

All of the 10X attendees were Grant Cardone fans. Some knew Russel Brunson; others didn’t. But because they trusted Cardone, that trust naturally extended to Brunson the moment Cardone introduced him as a speaker at the conference.

Trust is transferable.

And that trust transfer didn’t start at the event, it started long before, with Cardone’s marketing, promotions, and positioning of the conference.

I didn’t create the term indoctrination, it was the legendary marketer Frank Kern who did.

This brings us to the first two lessons from the Brunson keynote breakdown:

1. Vett your audience:
   Target those who can buy your offer and need it.

    

2. Indoctrinate them by building trust and credibility before the event starts:
   Go on podcasts, and national TV, build a blog, create content, let others share it and recommend it.

Tomorrow, I’ll break down another key element of Brunson’s keynote: the WWE-Russel Mania introduction behind his impressive entrance.

Until then, you can Book a 1-on-1 consultation with me to start strategizing your own indoctrination strategy:

https://tidycal.com/rhetoricaddict/re-marketing-consultation-call