The 3-Minute Rule by Brant Pinvidic

Author:Brant Pinvidic
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2019-10-28T16:00:00+00:00

WHAT’S YOUR BUTT FUNNEL?

So what is your Butt Funnel? What story or example best illustrates your hook? Can you find that one anecdote that’s just a little different to really drive the point home?

For Paraag and the WrestleMania pitch, the edge was the fact that their new app would also give everyone in the stadium real-time updates on the bathroom lines. Every bathroom and its location is mapped out on the app, and a green, yellow, and red light indicator lets the audience know exactly which bathrooms have the longest lines. Paraag and the team couldn’t believe how popular this feature had become. Fans could judge the exact time when they could get to the bathroom and back to miss the least amount of the football game. The fans wouldn’t miss WrestleMania matches waiting in line for the bathroom.

For Jeff and his plumbing company, the edge was a story about the hotel that hired him to re-pipe every room without disrupting the guests or alerting them that construction was going on. They didn’t want to close the hotel to re-pipe it, like every other company had proposed. Jeff’s guys booked a different room each night and re-piped it with no noise or mess. They went through all eighty-seven rooms without a single guest knowing they were there. They didn’t wear their coveralls in the lobby or hallways: they would change in the room and walk outside in street clothes looking like guests.

Your edge is a story that has a little oomph to it, one that you can justifiably end with “Isn’t that crazy?”

“People almost use the app as a game. They wait for the green light and then see how fast they can get back to their seats. They love finding bathrooms on different levels or sections with no lines. Crazy, right?”

“My guys were dressed like tourists walking through the lobby, and then they’d get into the rooms and put their work clothes on. I’ve never seen anything like it.”

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