223: She 12X'd Click Through Rates in 4 Calls (Here's How) - McCall Jones
Marketing Your Business - Marketing Strategies for Business Owners
Stu McLaren
4.9 • 679 Ratings
🗓️ 16 February 2026
⏱️ 37 minutes
🧾️ Download transcript
Summary
Most people become a different person on camera: stiff, awkward, forgettable. McCall Jones has helped thousands fix this (including Russell Brunson...38% conversion increase). Here's how.
McCall Jones took someone who was "so awkward on camera that nobody would buy"... and 12X'd her click-through rate in just four calls.
Today she runs Charisma Hacking, where she's helped thousands of entrepreneurs—including Russell Brunson—unlock their natural charisma on video. The result? Russell's sales event saw a 38% conversion increase.
In this conversation, McCall reveals:
• Why "Prim Proper Professional" is destroying your video conversions
• The counterintuitive discovery that opposite advice works for different people
• How she built 54 different "Charisma Style" combinations using data science
• The personalized video thumbnail trick that gets 10X more responses
• The Charisma Loop framework: Center, Off-Center, Trigger, Bridge
• The 16 emotions that make people buy (and when they need to feel each one)
📚 FREE RESOURCE: Get McCall's Charisma Style Assessment + Video Presence Checklist
→ https://podcast.stu.me
CONNECT WITH MCCALL:
• Website: https://charismahacking.com
• Instagram: https://instagram.com/McCallJonesOfficial
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• Website: https://stu.me
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• Instagram: https://instagram.com/stumclaren
• Podcast: https://podcast.stu.me
• Membership.io: https://membership.io
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Transcript
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| 0:00.0 | I would tell them, you need to talk louder to be more yourself. |
| 0:02.7 | And the next person will come up, oh, you need to talk quieter. |
| 0:05.3 | A lot of times people will film a video and they're like, I'm gonna film one video and I'm gonna send it to like 25 people. It's gonna save myself time. It won't work. We restructure Russell's big event and we increased the conversion rate by 38%. Which was crazy. There's 16 emotions you have can make people feel. And if you can make people feel those 16 things at those specific times, then they will buy. |
| 0:24.1 | Before you start speaking, you make a face. |
| 0:26.1 | And what I do is I go, that was McCall Jones. And she took someone who was so awkward on video |
| 0:32.7 | that nobody would buy from and 12xed her click-through rate in just four calls. |
| 0:38.0 | Today, we're talking about why being professional on camera is actually killing your sales |
| 0:42.1 | and the counterintuitive coaching insight that changed everything |
| 0:45.4 | and the exact framework that McCall uses with Russell Brenson. |
| 0:49.5 | Let's go. |
| 0:50.7 | McCall, thanks so much for coming. |
| 0:52.4 | Thanks so much for having me. |
| 0:53.5 | So we are here in Charleston. It was just a |
| 0:56.7 | great opportunity to be able to get together. Oh my gosh. I'm excited to dive in and talk how you have |
| 1:01.8 | been growing your business and the specifics of it. Yeah. But you have a couple different sides to your |
| 1:07.2 | business. So let's talk about that first. Yeah. So our business is called charisma hacking. |
| 1:12.1 | And we have kind of two different arms. It's basically we help entrepreneurs build their businesses and |
| 1:18.0 | sell more with video by being more charismatic. So the first side of our business, it's called |
| 1:24.8 | charisma styles. And we show people how to be authentically them. So the entire premise of our business. It's called charisma styles, and we show people how to be authentically |
| 1:28.2 | them. So the entire premise of our business is charisma looks different for different people. |
| 1:33.1 | And a lot of times people get an idea in their head of what charisma looks like. And if they don't |
| 1:37.7 | look exactly like that, it can be very discouraging for them. And they're like, Stu, McClarend is |
... |
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