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Sales Funnel Radio

My first 5 years in entrepreneurship was 34 pain product failures in a row (you heard me).Finally, on #35 it clicked, and for the next 4 years, 55 NEW offers made over $11m.I’ve learned enough to see a few flaws in my baby business…So, as entrepreneurs do, I built it up, just to burn it ALL down; deleting 50 products, and starting fresh.We’re a group of capitalist pig-loving entrepreneurs who are actively trying to get rich and give back.Be sure to download Season 1: From $0 to $5m for free at https://salesfunnelradio.comI’m your host, Steve J Larsen, and welcome to Sales Funnel Radio Season 2: Journey $100M

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SFR 24: Dan Henry - From Pizza Boy To $200k In A Few Months. Dan Is The Real Deal…

Click above to listen in iTunes... Dan went from not being able to pay his power bill, to WELL past $200k in a few short months. But it wasn't overnight. Here's how he did it. I'll personally be buy his product. Click on the link in the blog post to check out his offer… ATTEND DAN's WEBINAR HERE:  and get my WP Theme Free... (email me) Steve Larsen: Hey, everyone. This is Steve Larsen, and you're listening to a very special Sales Funnel Radio. Speaker 2: Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. Steve Larsen: All right, everyone here, I've got a really unique episode here. This is fascinating stuff. Now, I've interviewed a lot of people in this podcast, and I've gone through, and we've thought we've got some great advice from great people in the past. Today's no different though, but I've really cool spin... I want to introduce you to a guy I've just come to know just in the last couple days, actually, named Dan Henry who is crushing it in the Facebook ad area. He's going to tell you a little more about it, but just killing it. The thing that grabbed my attention right off the bat is I was going through Facebook. I see this thing that says, "From pizza boy to $200,000 in a couple of months." I was like, "What the heck?" You know what I mean? That's always going to grab your attention. There was a striped screenshot, and I was like, "Crap, this is real." I was like, "Who is this kid?" I started going through, and a really fascinating story. With that, I just want to introduce everyone to Dan Henry. Dan, how are you doing, man? Dan Henry: Hey, how's it going? It's super early, but how's it going, Steve? Steve Larsen: It's going good, yes. Just so we know, Dan was like, "I became an entrepreneur so I don't have to get up early in the morning." Dan Henry: Yes, you're darn right. I became an entrepreneur, especially an online entrepreneur, so I can sleep in. That's my whole thing... Steve Larsen: That's awesome. Dan Henry: How are you doing this morning? Steve Larsen: I'm doing awesome. Like you took, Dan, a whole bunch of caffeine, and I am loving it. It's just starting to hit. Hey, I really want to know, and so does everyone else. I asked a few questions to people on the Sales Funnel Broker secret unknown hacks, all different pages. I'm like, "Hey, I'm about to interview this awesome guy. What do you guys want to know?" I got a huge list of questions from people, actually. Dan Henry: Wow. Steve Larsen: I mean number one, people want to know, literally, I think some are like, "How does a pizza boy" ... Tell us about your story. How does a pizza boy go to 200 grand? We'd love to know how it happened. Dan Henry: Well, I'll go through it. 200 grand, it's getting crazy at this point. I did 32 yesterday. I'm at 9,045 so far today. Steve Larsen: Wow, you're passed 200, obviously. Dan Henry: Oh, way passed 200. I've been doing over a hundred thousand a month for the past three months. It's getting wild now. I'll probably do close to 200 just this month. Excuse me. It's getting nuts. Let me see if I can run through this from beginning to end as cleanly and quickly as possible. Basically, back in 2009, I was a pizza boy. I was just your standard douche bag. Steve Larsen: That does not reflect all pizza boys, by the way. Just want to put that disclaimer in there. Dan Henry: It reflects me. I saw these articles and these Business Insider things and all of these stuff about these guys that were making stupid money, you know? Steve Larsen: Yes. Dan Henry: Just 18-year old kids making a million dollars. I was just like, "What is this?" It was this online marketing thing, and I was like, "I got to learn this." I spent two years just going nuts. Going nuts and trying to learn it... Steve Larsen: How were you trying to learn it? Dan Henry: The normal ways: podcast, buying crappy digital marketing products. That whole thing. Steve Larsen: Yes, yes. It's like the gauntlet we all run through, you know what I mean? Dan Henry: Yes. A lot of the early days with the Digital Point Forums and the Warrior Forums and all that. That whole thing. I didn't really try anything until 2011, and when I did, it was a blog. I was doing the whole SEO affiliate marketing blog thing. It was not how to make money. I know everybody starts with how to make money even though they haven't made a dime, which I don't freaking understand. Mine was electronic cigarettes, okay? Steve Larsen: Okay. Dan Henry: I went from $145 my first month in commissions to $30,000 a month my 14th month, so just over a year. I was making 30 grand a month in a year. I was doing really, really well. Life was great. I thought I was on top of the world, and then, the whole SEO crash happened. All that income just went poof, gone. It was just gone... Excuse me... Everything I worked for was just gone in a flash. I had a bunch of money in the bank because I had made that for that long of a time, and so I went, and I bought a night club. I took my skills offline because I was bitter, a little bit, about it. I was like, "Well, I want to start a real business." I started this night club, and I remodeled it. That's when I first started to learn Facebook ads because I had to bring business into my night club. It, in just over a year, I flipped the night club for a $300,000 profit. Now, you would think that that's all grand and well, but unfortunately, due to some really bad investments, me, investing in some software products I was trying to do, not paying taxes for three years like an idiot. I wound up literally broke at the end of it, okay? This was actually last year that I was still broke. Last year, I could not keep my lights on, almost. I had just gotten married to my wife who is a lawyer in Turkey, but does not have her ... she's working on it now to get her law degree here. She had to get a job, and this woman is a lawyer... She had to get a job at a Turkish restaurant to help me pay the electric. It was embarrassing for her, and it was embarrassing for me because I felt responsible that I made her do that. I'm sitting here, trying to keep afloat. I started another blog, and I was making about six grand a month doing that, but it wasn't consistent. I was barely keeping afloat. That was bad. Then, I started. People wanted to know how I made money back then and all these. People had always asked me, "How did you make this money to buy this night club, to do this, to do that?" I thought about coaching, but I didn't really get into it. I started doing Facebook ads more. I started taking on clients, okay? This is when it turned around... I started taking on local clients, real estate, all that stuff. In about a month, I scaled to $10,000 a month in clients, okay? First month. Steve Larsen: You were running ads for them, for their business? Dan Henry: Yes, just running ads for them, okay, and getting them great results. What really launched me was I had this real estate agent. Not real estate agent... Condo development in Texas. I spent $441 in ads. They ended up selling $900,000 worth of condos in a week. Then, I ended up getting interviewed on TV about it... Steve Larsen: I saw your picture all over the place. I was like, "Cool, this guy's been on TV, too." Dan Henry: Yes, yes. I've been on TV a lot. I've been on Business Insider twice. I'm hopefully working on getting on the Steve Harvey Show. We've been going back and forth with the producer for a while. Hopefully, I can get on there. In case Steve is listening, hey. I'm on the list. Steve Larsen: We'll send it straight to him. It says, "Re: Steve, you better ... From one Steve to another." Dan Henry: Yes, so anyway, so things started looking better. I had clients. Then, I started doing a little bit of coaching for Facebook ads, for online marketing. I did try to put out a blogging course, but unfortunately, most bloggers are freaking lazy. They don't take it seriously... They think it's some sort of hobby, not a real business. I got out of that real quick because it weren't the people I wanted to be dealing with. This went on for a few months, and I got back on my feet, and I was making crazy money with clients. Then, people obviously started asking me, "Well, how did you do this? How did you quickly make money with these clients," and all these. They were asking me these stuff. I decided to put out a little group coaching program. It was only seven people. This was where my course started happening... I don't understand this whole, "Let's build a course and sell it." You got to know that your course works. You might know how to do something, but you got to know that you can teach it to somebody. Steve Larsen: Right. It's totally a different skill, for sure. Dan Henry: Right, so I took seven people, and I worked with them personally, more of a group coaching than a course. I tweaked things. I figured out what was helping them and whatnot and what they really got in-tuned with and where their roadblocks were. I changed the material. I launched again to about 15 people. Then, I revised it. I did all these little launches until I had it down. I got three guys right now who were doing nothing, zero dollars. Now, they're making over $10,000 a month. One of them is a doofy 19-yearold kid. The other is a slightly less doofy 22-year old kid. The other one is in his 30's. He's got a family. Steve Larsen: No doof? Dan Henry: No, he's still a doof. Steve Larsen: No, can you just point out, re-quote what you just said. Okay, for the audience, what Dan just said is amazing because we tell people to do this all the time. Someone, the other day, just asked me like, "How do I get started? How do I do this?" I keep saying how to do it, and we keep saying how to do it. Go get results first. It's so much about that. Oh, man. You can't just go jump out, and just start if you like. Dan Henry: Listen, Steve, if nobody's going to listen, they're not... They're just going to be like, "Yes, okay." They're going to nod their head, and they're going to go, and they're drinking their drink, their overpriced latte. They're not going to do what you're telling them to do, okay? That's what's going to happen. 99% of the people listening to this right now are going to not do it. Steve Larsen: Startup Stock Photo Yes. I worked for free for 10 months for one company, just to get them sweet results. When they were making 60 grand every e-mail drop, then, I was like, "Okay, now you guys can start paying me." I took that story, and I went, and I sold it. That's how I got going in this industry... Same thing as you, anyways. Totally awesome, yes. Results first, everybody, before you get paid. Dan Henry: Yes, absolutely. Steve Larsen: All right. Continue, sorry. Dan Henry: Yes, so basically, now I had results. I decided to do an actual launch. I did an actual launch with an e-mail sequence. No webinar, just an e-mail sequence. I made $15,000 that month. That was fine. I was like, "Okay, that's cool," but I was a little disappointed. Then, I started implementing more of Russell's stuff from DotCom Secrets. I digest everybody's stuff... My favorite mixture right now is if you took Russell Brunson and put him in a bath tub with Ryan Lavesque, maybe sprinkled a little Derek Harper on. Not too much, but too much is way too strong, and just grinding them all up. Steve Larsen: All right. That's a great picture. Dan Henry: I got that whole little mixture going on. I started really getting into webinars. I took a webinar that I was working on, and I used the perfect webinar script. Steve Larsen: Okay. It's amazing. Dan Henry: Really, it was the same content. I just used Russell's format which really helps... I put that all together, and I launched. I used all the same strategies I taught with Facebook ads for my launch, obviously because duh, that's ... That month, I ended up doing $104,000. Steve Larsen: Holy cow. Was that just three months ago, you were talking about? Dan Henry: Yes, that was three months ago. Steve Larsen: That's amazing, okay. Dan Henry: Yes. Here's the funny part. I didn't pay for any ads. Steve Larsen: Really? Dan Henry: No. You know why? Because as soon as you opted in for my webinar, I didn't take you to a thank you page. I didn't take you to a, "Hey, here, you registered for the webinar." I took you to an up sell. It's a 37-dollar product... The way I framed it was, "Hey." We'll all just tell you what it was. It was called Pixel Hero. Basically, you sign up for my webinar. What I did was the webinar was just ... It is a super long name. It was called, "How I made $10,000 my first month running Facebook ads for clients, and how you can too, even if you don't have results to show first," okay? Steve Larsen: Sure. Dan Henry: I taught a method. It's funny because it's all revolving around the "Get results first" method, even though it says, "Even if you don't have results first." It's a very interesting method. I do that webinar, and then, on the thank you page, it was called Pixel Hero. I was like, "Hey, does the Facebook Pixel confuse you? If it does, you might want to check this product out because it really enhanced." This is the key. "It will really enhance what you learn on the webinar." I noticed that when I said, "This thing that's only $37 will enhance what you're going to learn on the free webinar," it could have earned at 40%. Steve Larsen: Dude, holy crap. Dan Henry: It can earn at 40%. Steve Larsen: Now, was it even your product? Is it just an affiliate thing that you put in? Dan Henry: No, I don't do that crap. No, it was my product. Steve Larsen: That's awesome. Dan Henry: Yes, I put it together in a night. It was slides and all. It's like Russell's stuff. You get slides and all that stuff that I screen share. One of the bonuses was how to get webinar registrations for under a dollar. That really helped. I hit it from all different ways. I did $9,000 in Pixel Hero sales before I even got on my webinar... Steve Larsen: That's amazing. I mean you literally created a self-liquidating offer for webinars, which is oh, man, that's cool. Dan Henry: Yes, yes. You know what I stole from Russell a little bit? Steve Larsen: Yes. Dan Henry: I saw him do this video once where he had a whiteboard, and he had the price, but he had paper taped up to the wall. Steve Larsen: Dude, go ahead, yes. Dan Henry: Yes, he did the whole thing, and the paper's there. I'm thinking, "Dude, just shut up, and rip off the paper, for crying out loud." I'm thinking, "Wait a minute." Steve Larsen: That's why he does it. Dan Henry: Yes, exactly. I was like, "Well, if I was that emotionally invested to that darn paper getting ripped off ... By the way, the only reason I'm saying darn is because I'm on your podcast. I would be saying all kinds of different things normally... Steve Larsen: I appreciate it. Dan Henry: I did it, and it works well. I ripped it off, and boom. It worked really, really well. Then, I re-targeted people, and I was like, "Hey, this is your last chance, or the price is going up." I would spend $3, and make a $37 sale. I've done probably $40,000 in that offer. Steve Larsen: Just for that front-end offer? Dan Henry: Yes. Steve Larsen: I mean if you can get someone to go through, and they buy a 37-dollar product, the likelihood that someone actually shows up is huge, watches the thing, goes through. Their engagement's high... Dan Henry: Oh, yes. Steve Larsen: Awesome. Dan Henry: It's a tripwire. Steve Larsen: Yes. Dan Henry: Let me just tell you, man. I've seen these things where Russell or anybody, you guys, you're talking about, "Oh, this funnel makes us $100,000 a day. Oh, this funnel makes us $30,000 a day." Steve Larsen: Which is true. Dan Henry: Yes, I know. Oh, I know it's true... When you're watching that, you're like, "Oh, man." Some people probably are like, "That's not even possible." Then, some people are like me. I know it's possible. I know it. I just got to do it. Now that I'm doing it, honestly, it's been a crazy ride for me. I remember looking at ... I don't know if it's still big now, but you know the income reports? Steve Larsen: Yes. Dan Henry: Who is the guy? It was Pat Flynn. Steve Larsen: Pat Flynn, yes. Dan Henry: Yes, and the EOI on Fire, so I started looking at those. I remember, I saw one with Pat Flynn, and it said, "Oh, I made 120 in an income report. 120 grand." I'm thinking to my self, "If I could only make 120 grand in a month, that would be amazing." Now, I'm making it. This week- Steve Larsen: You're matching that. Dan Henry: This week, I have done almost $80,000 this week. Steve Larsen: Yes. You woke up, and there was already almost 10 grand in your bank. Dan Henry: Yes, yes. Steve Larsen: That's amazing, man. Dan Henry: This week. That's on very little ads spent... Now, it's a little bit higher this week because of the whole Black Friday thing, but when I went evergreen, which I'll get into in a minute, now, I'm up to at least five to $7,000 a day solid. Now, it's getting crazy... I've now have had 10, 12,000-dollar days. Yesterday, it was 32,000, but that was cyber Monday. Friday was 16,000. Anyway, I did my live webinar, and then, I did it again a month later. I made about the same amount a month later. Then, when I turned into evergreen, and I used your On The Hour webinar. There's that because I saw the ... What was it? Was it the Certified Partner one that you guys did? Steve Larsen: Yes. Dan Henry: I was like, "That's awesome. I want to do that." I studied it, and I funnel-hacked you, basically. I recreated it, and then, I spent all this time trying to figure out how to do it. Then, you guys end up releasing the code for it the next day. I was so, so angry. I was like, "Ahh." I just deleted everything I did and used your code. I did the On The Hour thing. I've just been hit, hit, man. Now, I've just opened my affiliate program because my webinar converts like great. Like great. Oh, I don't have any coffee or anything. My webinar converts great. I just opened my affiliate program. One of my students made $800 yesterday on it. Everything's coming together, man. It's just amazing that last year, I could barely keep my electric on. Now, this is all happening. Not only that, but I've got student results out of the Yin Yang. I think that's what really sells my stuff. I don't even go into big long copy. I just constantly push. Every e-mail I send out has a new case study from a student. I don't push, really, my results so much. I mean I do, but mostly, my student results. I always do headlines for what these student results are. They're all across the board. I'll push out, like for instance, a web designer spent $100. She landed her first 6,000-dollar client within $100. I got guys running it as an agency where they got chiropractors. They're making 10 grand a month... I got a bunch of those guys, real estate guys doing well. I know you know Jesse Coft. She is killing it. Within two weeks of taking the course, she had a killer webinar going. She made thousands to $10,000 for a masseuse place. There was somebody else. I don't remember, but I just got all these variety of case studies, and I just push them out. What I do is every single time somebody gets a result, I have my assistant, Stephanie, get them on Skype or get them on Hangouts for a five-minute success call. I record it, and I immediately push it out or put it in my sequence. I just put it on my sales page, and I just push, push, push, push, push the results because that is honestly what I think matters. I think if you have results, you don't have to be awesome at sales copy, awesome at e-mail sequences or any of that because at the end of the day, you have the results. You have the results, so all that other crap is just secondary, I think... Steve Larsen: No, it's so true because I did door-to-door sales for two summers, right? How many of those tactics I actually use what I do now? None. What actually sells the stuff that I do and actually sells when I build funnels is I say, "Hey, I'm just built for the next president of Alberta, Canada." You know what I mean? It's helping him in his campaign. "Hey." You can point back to all these different things. It's so much more powerful because now, you sell without actually selling. You know what I mean? You're actually pushing things without actually cramming down their throat. It becomes very much a story-based automatically. It's just so much more powerful than a pitch that's more generic. Hey, I wanted to ask, so I'm actually drawing while you talk your funnel and all the different pieces. Now, so you go from a registration page ... Dan Henry: Do you want me to go through it? You want me to just go through the whole thing real quick? Steve Larsen: That would be awesome. Then, you said some crazy stuff. You've got little, little tiny ism's that you're doing, as far as capturing stories, getting them on Skype. Stuff like that. Those are things that are huge impacts, like you said. Those are not normal for people to be pulling off. I'd love to hear those kinds of things as well. Dan Henry: All right. Hey, I'll go through the whole thing. All right, so on my website, danhenry.org, I have a cheat sheet. It's called Seven Proven Steps to Creating, running and Profiting from Facebook Ads. It's a PDF cheat sheet. Once you go on there, and you opt in, whether it be from a cold ad or Google or whatever, you opt in. You get this cheat sheet... Now, this is where it gets interesting. Once you get the cheat sheet, you get forwarded to a thank you page where I invite you to my free Facebook group called Superhero Entrepreneurs. Now, this is important because I used to try to be super professional. It wasn't working for me. I just blended in with everybody else. When I started being myself, that's when it blew up. I'm basically the Kevin Smith of all my marketing on my extremely juvenile humor. It costs a lot. When I bring them to the thank you page for my group, I'm wearing a bunny hat ears, and I say, "Thanks for joining." I tell them about my group. I say, "Let me invite you into the group," and I say my spam policy. This is how I pre-frame people right away to get used to how I am. I say, "Listen, if you spam in my group, we have a policy. If you spam in my group, I will send you goat balls. My admins will send you pictures of goat balls." Everybody in the group has my permission to PM you with pictures of goat balls. They get used to my crazy incorrect way. Now, listen, seriously, if you go join Superhero Entrepreneurs right now, and you spam, you self-promote, you will get sent tons of goat balls. What happens is we don't even have to ban people. They leave because they get just bombarded with pictures of goat balls, okay? Steve Larsen: What the heck? That's awesome, man. Dan Henry: Yes. Now, people, and here's the funny thing. People enjoy this because I'm making stupid money, but I'm being a total jackass. I'm letting them know that it's possible. You can be your self. I'm the type of guy that would send you a picture of goat balls if you spam my group. That's me. You know what? That's what I'm going to do. Steve Larsen: That's awesome. Dan Henry: I take them to that page. I warm them up to my personality. I get them in my Facebook group, which is key. Then, after that, they get sent a five-day e-mail sequence which is your soap opera sequence, basically. That sequence tells them my story, indoctrinates them and pushes to my On The Hour webinar. It plays every hour. They register for the webinar. They get forwarded to the webinar room when it's time. Now, they get an e-mail that offers Pixel Hero, and they also get re-targeted for Pixel Hero. That helps my ad cost and all that. Steve Larsen: They go right after registration though. There's a interstitial page though where they go to Pixel Hero, right, before confirmation page? Dan Henry: Yes. No, the Pixel Hero only gets offered in the funnel steps when I did it live... When I switched it to evergreen, I just send an e-mail because I didn't want to. What happens if they opt in five minutes before it plays? What are they going to do? Watch the sales video? Then, I mean I guess I could split test it, but it's working, obviously, great right now. Basically, they get forwarded to a page. On this thank you page is just a five-minute video where I teach them how to get easy ROI clients. This warms them up as well. Steve Larsen: This is before the webinar even starts? Dan Henry: Yes. I send them an e-mail with pre-free videos as well. They can just watch it at their leisure. Basically, the e-mail they get right away is, "Hey, here's your" ... I basically funnel-hacked your certification thing. I looked at the e-mail Russell sent, and he was like, "No matter what time you opt in," he says, "It's starting now." I was like, "Oh, that's interesting." I did that. I also said, "By the way, here's three free videos you could watch anytime. I will help supplement the webinar." I do that... Steve Larsen: Those are your indoctrination videos, prior to coming on. Okay. Dan Henry: Yes, I did those videos when I did the live webinar. I might change these stuff a little bit, tweak it. I'm trying to fit what I did live into this evergreen thing because it's a little different. They opt in, and it plays every hour. The webinar plays every hour, so it's a little bit different. Steve Larsen: If you don't mind, how many e-mails are they actually getting then, when they opt in? I mean that could be a concern for some people. They're like, "Oh," but it probably doesn't matter. Dan Henry: Oh, they're fine. They'll live. Steve Larsen: Right, okay. Dan Henry: They get two e-mails as soon as they opt in. The fist e-mail is the whole, "Here's your link to the webinar." Then, the second e-mail is, "Do you have trouble with the Facebook Pixel?" That is a very short e-mail. It's two sentences, and it basically says, "If you have trouble with the Facebook Pixel, just click here." That's it, and it takes them to my OTO page. They also get re-targeted as well for that. It's no big deal if they don't read the e-mail. I do tons of sales with re-targeting... Then, they watch the webinar. They get offered the product, and they have seven days to sign up. They get e-mails, and the e-mail sequence at that point is literally just results, results, results, results, results, results, results. I just go nuts. Then, I re-target people... Oh, this is another interesting thing I should include. When people opt into the cheat sheet, for five days, they get targeted with all my TV interviews, podcasts I've been on. They see. Basically, they opt in- Steve Larsen: Social proof like crazy. Dan Henry: Yes, social proof. Yes. It's like my credibility... I call it my credibility campaign. Then, when they opt into the webinar, now, they're getting re-targeted with just one of nine case studies from my students, okay? I just keep funneling them back to that. If they haven't bought already, by the time day seven hits, they've only got that much time to buy. They've already been hit with the cheat sheet, soap opera sequence, the TV interviews I did, the speeches I've done, all of that. Then, they got hit with the webinar. Then, they got hit with the follow-ups and the case studies. They're getting hit. I'm following them around Facebook with re-targeting on the student results and all of these. Steve Larsen: Wow. Dan Henry: At this point, then, if they don't buy, they get forwarded to a waiting list. I actually find I do a ton of sales from the waiting list. Even though you basically have all this time to sign up, like I just opened for Black Friday and Cyber Monday to everybody on the waiting list, just to people on the waiting list and people on my group. Like I said, I did $16,000 on Friday, and I did $32,000 yesterday... Steve Larsen: It's from a waiting ... I've heard a lot of strategies with that waiting list. They'll go at them. If someone didn't buy on the webinar, you just toss them. I mean do you have them tucked in for waiting list? Dan Henry: You toss them on over to the waiting list. Yes, they have to opt in for it. Steve Larsen: How do you get them to do that? Dan Henry: Once the timer runs out, and the offer expires ... Oh, I use Deadline Funnel, by the way. Steve Larsen: Okay, cool. Dan Henry: Once that times out, no matter where they are, whether it's a sales pitch or whatever, they get forwarded to the, "Hey, sorry. You missed it. Jump on the waiting list," okay? Steve Larsen: Wow. Dan Henry: When every once in a while, I'll find a reason to open it up like Black Friday and Cyber Monday. I sent an e-mail out to that waiting list, and they just buy like crazy. One time, I sent an e-mail, and I was just like, "Listen, I know you missed the course. You know you want to get it. Just freaking do it, okay? Click here." I'd be paid 10 grand. I mean I swear to God. I don't know what it is. People don't read their e-mail or something. I get e-mails all the time... "Please let me in. Please let me in. Please let me in." I'm thinking, "You had seven days, dude. What is taking so" ... It revolves around a key thing here. It's that there's two very important points here. Number one, I could do this funnel completely different. See, everybody gets so ... "Oh, give me your funnel. Give me your funnel. Give me your funnel. Can I have a copy of your funnel?" None of that means anything if what you put in the funnel sucks, okay? Steve Larsen: Yes. It literally is the copy. It's the way you do it that matters, yes. Dan Henry: Right, so when you say you funnel hack someone, yes, you can funnel hack the process, but it's only going to work if whatever you're offering is good. If it sucks, and you don't have results, people aren't going to buy just because they went through a certain amount of funnel steps. I mean that's just ridiculous, because everybody's sick of people being full of crap these days. Everybody's full of crap. 99.9, they make $5 online. Now, they want to go create a course, you know? Steve Larsen: Right, mm-hmm (affirmative). Dan Henry: When I created my course, I did it in stages. I refined it. I redid it. I redid it. I made sure that it worked for people without me, holding their hand. You're going to still have people, like every once in a while, I'll get somebody who's like, "The course is not working for me." I'll be like, "Well, run me through what's going on." They'll run me through it... Steve Larsen: Yes, what are you doing? Dan Henry: Obviously, they're doing it completely different. I'm like, "Why are you doing this? This is not what I said to do." "Well, I just thought." I'm like, "Oh, you thought? You thought nothing. You're not doing it the right way. Do it the right way, and you'll get results." Then, they do it the right way. Then, they get results... Then, they're like, "Oh, it worked." I'm like, "Yes, no crap." Listen, I have refined this. I have taken ... Put it this way. I'm really close with one of ... I'm going to call him out right now. This is funny. One of my students, his name is Tanner, okay? This kid is 19 years old. Now, have you ever seen those videos on YouTube where they go and ask people who the Vice President is? They don't know. Steve Larsen: Yes, yes. Dan Henry: This is one of those dudes, okay? Steve Larsen: Okay, sounds cool. Dan Henry: He would totally be one of those guys. The kid is making $10,000 a month running a Facebook ad agency. I didn't give him any private coaching except the course. Steve Larsen: It's just from your course. Dan Henry: Right. Steve Larsen: From your content, yes. Dan Henry: Right. He took the basic version. It's like I refined it so that literally, somebody like, and I love him. He knows I love him, but one of those dudes can make that much money, that's what I was going for. Forget funnels. Forget webinars. Let me get this down first, okay? Steve Larsen: Right. Dan Henry: Let me get this to where people are going to get results. I did it in two things because my course goes over, "How to run ads for your self or for clients," and actually didn't even start for clients at first. I just noticed everybody wanted to do it for clients, so I added that aspect. It works for both, and I got it to where, for instance, this girl, Gretchen, she is a high-end web designer. She didn't know nothing about Facebook ads. She spent her first hundred dollars and landed a 6,000-dollar client. Boom. Got her. Tanner, who's making 10 grand a month... All these people, and once I had that, I knew I had something. When I launched big, I started getting, literally, every other day, I get a message from Stephanie. She's like, "We got another success call. We got another success call." I don't even know who these people are. They sign up. They take the course. They get results. They make money. That was the whole plan: get results first. I know everybody's listening right there. "Oh, let me get his funnel. Let me funnel hack him." It's like, "No, dude. You could screw the whole funnel." Actually, on that launch that I made, my second launch to where I did another hundred grand, 500 people didn't get the webinar registration link because of the API. Something happened with "Get Response," and the API wasn't talking to quick funnels. It was their issue. I know people have had issues with that. Here's a little tip. Don't use the API for anything... Use HTML parsing. It will work every time. If you use API, you could risk losing e-mails. Steve Larsen: Just so the audience know, you're talking about the ... If you're using a third party auto-responder, and you're inside ClickFunnels, open that top right spot, It says, "e-mail." If you click right there, and you drop in HTML and click pars, it grabs straight from the code, right from your third party auto-responder, or you can do it through an API. Sometimes, there's issues with that... Dan Henry: Exactly, and I didn't know that. 500 people didn't get my registration e-mail, so I had to re-target the crap out of people and be like, "Hey, here's the replay." I probably could have done more that second month, but whatever. I think we talked about that. I think I messaged you about that... Steve Larsen: I think you did, yes. Dan Henry: Yes, because I made 40 grand the week I launched it, and the first time I launched it, I made 45 grand the first day. When I first did my first webinar, it was literally my first, where I did the perfect webinar script, that first day, I did $45,000. Steve Larsen: Now, could you walk us through what the offer actually is, or do you want to say that for the webinar? Totally fine. Dan Henry: No, no. I don't care. If people are interested, they're going to watch the webinar. They'll find it. Basically, here was the secret that I did on the webinar. I know people are going to start copying me, and they're going to try to copy me, but whatever. I'm not worried. You're not going to do this good... Steve Larsen: That's a challenge to you. Now, you got to do better. It's like your pride's on the line. Dan Henry: I compete with my students all the time. It's funny. Actually, real quick side note. I had a student launch her course, and she did $53,000 in a week. That week, I had done 20,000. I got all pissed over that cost. Damn it. I got all peed off, cheated on, darn it. Steve Larsen: Hey, pissed isn't a swear word, is it? I hope not. Dan Henry: Isn't it? Well, good. Then, I got pissed off. I'm like, "I can't let her beat me." Then, I went out and made a hundred grand. Anyway, basically, I do the three secrets. Now, here's the key. There is a way to get Facebook ad clients. People don't realize how easy Facebook ads are if you ignore the noise. There's just so much noise out there. Oh my God, the split testing and the buttons and the objectives and the acronyms. It's maddening. Dude, it has nothing to do with any of that. It has to do with psychology. My ads, they're not all crazy. They're so simple. If you run ads for local businesses, doctors, lawyers, gyms, chiropractors, dentists, these are very easy. I could teach you in an afternoon, how to kill it for these type of businesses, all right? It's not hard. Now, for coaches and courses, that's different. I cover all that in my course, but for the webinar, I show you how to get results for those type of clients. Then, I show you how to get those type of clients right away. My first secret, and this is key, this is going to be huge. This is a huge value bomb right here. Secret number one, I show you how to get clients, literally, within an hour. Sometimes, 20 minutes, five minutes. I've had several people do it, and they got clients before the webinar was over. It's like really one of my best things, and I throw it out there on the webinar. What happens is people start doing this technique, and I'll save the technique for the webinar, but people start doing this technique. I say, "Go ahead and do it." Then, I start going through the rest of the webinar... By the time I get to the pitch, people's inboxes are blowing up with people wanting them to run ads for them, okay? Now, they got to buy the course because now, they're getting clients, right? They got to know how to run Facebook ads, or they got to know how to run better. They got to know how to improve their agency or whatever. They got to know how to get more clients. They got to know how to run whatever. I show them that on there. The secret, too. I show them how to get results for those clients. I give them everything they need. I've had several people. Several people, not buy my course and get results from that webinar. I'm okay with that. They're making money. They get clients... For the people that want to take it to the next level, I offer them the course... The course covers everything. It covers no only running for clients, running for yourself, whether you're a coach, a consultant, an online course. You want to run ads for restaurants. You want to ad runs for night clubs, chiropractors, doctors, lawyers, real estate, it's all in there. It's called, "Facebook Ads for Entrepreneurs." It's a very comprehensive course. It's huge, tons of bonuses. I mean it's a very big course. It's huge... Steve Larsen: Dude, that's awesome. By the way, Dan just is Zeigarnik effect of the crap, out of all of us, by the way. If you don't know what that is, it's when you start saying something, but then not finish it. It sounds like you all need to go watch that webinar. You said there's a technique that makes ... So you make people do things on the webinar to follow on with you, and they're getting results in the middle of the webinar. By the time the pitch happens, you are the obvious answer to them continuing... Dan Henry: Yes, yes, yes. Steve Larsen: Genius, my friend. That is amazing. Dan Henry: Thank you, thank you. Now, I don't tell people. I don't say, "Hey, go get a real estate client. Go get an online coach." Some people try it, and I even tell them not to do it. I show them how to get clients that are, what I call, "Easy ROI clients." These clients are super. You cannot possibly screw up a Facebook ad for these clients. I give them a funnel, too. I give them a free funnel. I give them everything. I give them the funnel. I give them everything they need. You cannot screw it up. Where people screw up is they watch the webinar... Then, they go, and they try to take on clients outside of that scope. Then, they have a little bit of trouble, but then, they buy the course, and they learn how to do it for those clients as well. Because it's a free webinar, I say, "Listen, I'm going to teach you how to get easy clients, how to get results for easy clients. If you want your hand held or you want to learn how to get results for different industries, for your self or for your coach or harder industries, or you just want to learn how to excel quicker, here's the course." That really, really works. I know some people out there are like, "Well, you shouldn't run Facebook ads if you don't know what you're doing." Yes, I totally agree, but like I said, for a select few types of clients ... Steve Larsen: Certain area, right. Dan Henry: Yes, it's stupid easy. It is because I have had people take the course, get a client and get stupid results. For instance, I've had several instances. Okay, I'll give you an example. I'll give you a perfect example. Cory Ellerbroek, this guy, and this almost makes me cry, this story. Cory Ellerbroek, he's a chiropractor in Texas. Cory was about to shut down his practice. He had very little business. He was literally about to close his doors. He had been following me for awhile. He bought my course on his last credit card. It was like his last Hail, Mary. Within the first day of him, running an ad, he got five or six new patients on nothing, like $40 ad spend. I have a case study. I don't remember. Let me see if I can find the numbers. Yes, I'll find the numbers. I'll go to my quick funnels. I'll tell you exact numbers. Yes, let me tell you the exact because I want to be accurate here. Steve Larsen: I know everyone listening now is going to be just frothing at the mouth to go to danhenry.org. Dan Henry: Okay. Yes, well, do that. Steve Larsen: Get your credit card out, and get it ready. Dan Henry: All right, so here's the numbers, okay? Steve Larsen: Sounds good, yes. Dan Henry: I'll give you the numbers right now. He spent $90, and he got 12 new patients. Steve Larsen: 12? Oh, man. Dan Henry: Okay, paying clients. This is somebody who is brand new, all right? Don't tell me ... See, all these people. I'm going to be honest right now. I'm going to piss off a lot of people. Honestly, I see them post in the groups and all of these. "Oh, well listen, to be good at Facebook ads, you got to test, test, test. You got to split test. You got to do this. You got to do that." I don't even split test my ads. No, I don't split test my ads, okay? Steve Larsen: That's huge. Dan Henry: Yes. I don't. I don't need to because now, I do split test ... I split test audiences. I don't split test ads, all right, because here's my thing. I want to create a perfect sequence for my perfect customer. Instead of trying to force and split test that ad and that copy to convince people, I want to create something that if somebody would opt into that, they'd be an easy sell. Instead of split testing the ad, I split test people. I find the people that engage with that ad the best. That's why I get such crazy ROI. I do not split test ads. I never have. Now, even still to this day, I don't split test ads. Steve Larsen: You want the ad to only let people in. You're not trying to convince clicks. Dan Henry: Yes. Let that sink in. Let that sink in for a second. I've got flamed even on the ClickFunnels go, "You don't split test ads? Oh, but I got them all up at arms." It's like, "Well, guess what? I'm spending two grand a month in ads, and I'm making over 100, so obviously" ... Steve Larsen: Right, something's working. Dan Henry: Something's working. I mean I've got these crazy ROIs. It's because of that, I don't split test ads. See, to me, I'm going to throw all this crap against the wall and see what sticks because I didn't take the time to know my customer. I go crazy into customer research, crazy. My first step like sometimes, when I get into a new ad or industry, I got take people out to lunch. I survey them. I ask very specific questions, which I cover in my course. I figure out exactly the pain points, the struggles, the roadblocks. I interject that into a script that I have for Facebook ads, okay? It's a formula. Steve Larsen: Fascinating. Dan Henry: It's Russell's. It's like Russell's scripts, but it requires the answers from the survey to plug in. All my ads convert immediately because of this. I do not split test. I just don't because I don't want to split test. I want to find the right customer. I don't want to convince people to buy my stuff. I want to find people already ready to buy my stuff, okay? Then, sales become easy. Cory, he spent $90. He has 12 new patients. Now, he's actually thinking of expanding his practice. He is too busy to even talk to me. This guy was going to shut down his chiropractic practice. Now, he's thinking about opening up a second location. He's starting to consult with other chiropractors and do ads for them. He's killing it, all right? Killing it. I actually got to send you the screen shot. It's a screen shot. Maybe you could put it on your ... Steve Larsen: Yes, yes, yes. I'll put it in the blog. Dan Henry: Yes. It's literally me, talking to him, and I said something like, "Hey, Cory. Can you help out with this thread in the student group about chiropractors." He's like, "I don't have time. I'm so slammed." Then, he told me the story of the credit card and how he was about to close practice. I was like, "What?" The thing is, for certain clients, I can teach you how to get crazy results for them in a couple hours. Yes, now, if you want to watch it on my course, you want to do something like that. I can teach you that, too. That's in the course, but it's going to be more in two hours, okay? Steve Larsen: Yes. Dan Henry: If you follow a strategy where you focus on psychology, instead of all this crazy button-clicking inside the dashboard, you can get crazy results. I don't look at cost per click. I don't look at click-through rate. All those analytics are turned off in my dashboard. They're all turned off, okay? I swear. I know everybody's right now, freaking out. Steve Larsen: Yes, that's huge. Dan Henry: Some people hate me. Listen, I don't split test. I don't look at cost per click. Don't give a crap what my cost per click is, what my click-through rate is because the way that I do it, I focus solely on conversion in sales. Also, here's something. I'll give you teaser. Do you know how everybody freaks out about targeting? Steve Larsen: Yes. Dan Henry: Did you know that in some cases, you don't even need to target? Steve Larsen: No, I actually had no idea that you could do that. Dan Henry: Yes, you could actually let Facebook do the work for you, and nobody knows that. Nobody actually realizes that... There are some campaigns I run for local businesses. I don't do any targeting. I got no interest targeting. Steve Larsen: That's pretty big. That's a huge deal. Dan Henry: Yes, listen, listen. If it's popular, it's wrong. Have you ever heard of that? Steve Larsen: Yes. Dan Henry: Okay. I've got at least 50 students that have taken every Facebook ads course under the sun. Hey always tell me, "Holy crap, this is so different, and it works so much better," because I take a psychological approach to Facebook ads. I don't take a button-clicking techie approach... I take a psychological real down-to-earth approach. These people are in their kitchen. They're driving. They're walking down the aisle in the mall, and they see your ad. You're pulling them out of their life. You got to do something. You got to hit them in their brain in order to pull them out of their life and into your world. Steve Larsen: Goat balls. Dan Henry: Yes, goat balls, exactly, pattern interrupt. Yes, hopefully, I've covered a good amount of- Steve Larsen: Man, I can't even believe it. This is fantastic. You're right. This is a complete different approach. It just goes to show. Funnel hacking is awesome, and it sits in this certain realm, you know what I mean? You're given this whole other avenue where you can go and actually be ... You're a pioneer, I feel like, in the Facebook ads. Not a lot of people do this. I don't know anyone else who does this type of strategy. This is awesome. Dan Henry: Well, it's something I learned over time, working with clients because I did the same thing, man. I looked at all the other trainings out there, what everybody says. I just hate this mentality. "Oh, let's tweak, tweak, tweak, test, test, test, test." Yes, there could be a little bit of testing, but here's the thing. You will take all the 99% of all that tweaking and testing out of the equation if you do the damn customer research and what your customer is thinking. You can skip all that because when you split test, that's all you're really doing. You're split testing things, and you're split tests are literally telling you what's connecting with your customer more and more and more. If you just figure that out from the beginning, like I'm on the big Ask Ryan Levesque. My method of customer research is actually similar to the method from Ryan Levesque in Ask. Steve Larsen: It's in the book, yes. Dan Henry: Right, but it's on steroids. Think like Arnold Schwarzenegger, 1960's like, "This is my customer research." Yes, this is totally different, but it's based on the same principles, but it's very specific questions. What I do in my course is when you ask the questions, you just take the popular answers, and you plug them into the script. You plug them into the Facebook ad script, and it just converts. Steve Larsen: Okay, that's amazing. I mean you've certainly taken us through. Dan Henry: I'm really trying to hit. I'm really trying to make sure I get to speak at the next Funnel Hacking Live. Steve Larsen: I will put in a plug. We just sold out yesterday, actually, on that. Yes, yes. Dan Henry: Yes, I had a bunch of people tell me, "I want to go." I have this horrible fear of flying, so I don't really go to the conferences a lot, but if I'm going to get on stage, I'll take a train or something. I do have a horrible fear of flying... Steve Larsen: Man, well, speaking of that, let's go 30,000-foot view then. Yes, I mean you've certainly taken us through the trenches on how you're doing this. Now, just conceptually, just the overall arching strategy that you're using for the people who are, let's say they don't want to go to Facebook ads. What would you tell people to do who are still the pizza boys? You know what I mean? Who don't want to go Facebook route, but they want to do something else, some other product. What's the thing they should go do? Dan Henry: Well, at any point, you're going to probably need to use Facebook ads regardless. You don't have to take on clients. You can sell your own product, but the quickest way to do it is with Facebook ads. I think that would be involved at some point. Steve Larsen: Oh, yes, for sure. I mean as far as their own business creation. Dan Henry: Oh, creating a product creation? Steve Larsen: Yes, how should they get started? Dan Henry: All right. You want my formula? Steve Larsen: Sure. Dan Henry: Okay. Everybody says, "Oh, find a problem and create a solution," or "Find a product and sell as solution." That is so vague, okay? Steve Larsen: It's very vague. Dan Henry: It's so vague. Here's my formula. Ready for it? Steve Larsen: Mm-hmm (affirmative). Dan Henry: Here it is. Find a specific problem for a specific person and create a specific solution while avoiding the common roadblock that that specific person usually runs into with that specific problem. Steve Larsen: You're going to find something specific, but do something different? Dan Henry: Yes, so basically, you want to find a problem that is a problem only for a specific type of person, and you want to create a solution. Here's the, yes, the most important part is your solution has to avoid the common roadblock, okay? I'll give you an example. My course revolves around how to run Facebook ads for clients or your self. The client aspect, what I did with this was I figured out a way to get ... Everybody's big pain point is, "Well, I don't have results yet. I'm learning Facebook ads. I haven't started yet... ...How do I get clients if I don't have any results to show? How do I ever get clients?" Steve Larsen: You do that before the webinar? I mean during it, basically. Dan Henry: Right, so what I do is I show them A: how to get easy clients that you can't possibly screw up, and B; how to get those clients on board before you have any results to show, okay? It's how you pitch them and how you sell them and how you attract them without saying, "Oh, look what I've done," okay? Here's the great part. It's no risk to you or the client. I know that sounds crazy like that's impossible. How do you get a client and make it to where you can get that client without showing a result, but at the same time, you're doing it at very little risk to their bank account or your reputation. Well, I figured out a way to hit all those points. I thought about it for awhile, and I figured it out, okay? That's what I give away on the webinar. Steve Larsen: Yes, I mean that's amazing. You went in, and you found the exact issue. That's not the fluffy issue. Those are the real "What keeps me up at night." I don't want to have more customers. I want less customers with more money, kind of thing. What's that real- Dan Henry: Right, well, you also got to remember that listen, a lot of people, they create an online course... They're like, "This is what I want to do." No. You need to find out what to do, okay? You need to find out. For instance, my first month, when I made $10,000, and I tell you this. The method that I teach on the webinar is like an upgraded version of that because I tweaked it. What I did was when I found out that was what the pain points were, I made sure to create a solution that would actually work for that. What I did was I went into my existing small group of students. I said, "hey, guys." I said, "Do me a favor real quick. Do this thing, and tell me if it works." Everybody is like, "Oh, no. That ain't going to work. That's not going to work. Oh, please." I'm like, "Just shut up and do it." I talked to people by myself literally like, is there anybody that ... You know the goat balls, they get used to it. Literally, that's how I get so much success as well. I'm very abrasive. I will take a wash cloth, put it over your mouth and pour success down your throat if I have to because I need your results so I can sell more courses. I need your results, so I can be the next Tony Robbins. I need your results, so I'm going to freaking drag you kicking and screaming through the mud to success, so don't buy my course if you want to be pampered. I don't pamper, okay? I'm like a freaking drill sergeant... Steve Larsen: Love it. Dan Henry: Basically, what I did was I posted this in my student group. I said, "Do this thing." Everybody did it, and it worked. People started getting clients like crazy. Remember, at this point, this was before I got big, before I launched. This was the small group. I posted it with that. It was about 20 people, and everybody started getting results. Then, that's when I knew it worked. That's when I put it in my webinar, and then I launched, and boom, it went crazy. It works. I had this one guy. He's like 65 years old. He did it, and he got 10 clients or 10 client leads. I think he closed probably half of them within two days of attending the webinar. Dude didn't even buy my course, but whatever. Steve Larsen: That's hilarious, man. Hey, I want to thank you for all the stuff you shared. I mean my gosh, you guys. There's going to be this little button on your phone or computer or whatever that looks like a little half circle with an arrow. It's the repeat button, and I want you to go back and hit it and listen to this again because the value is just insane, absolutely amazing and certainly a prolific leader. Dan, I really appreciate it. I know everyone else does also. Any final words, I guess, as we wrap it up? Dan Henry: Yes, I mean if you want to know about that, here's what I suggest. Get yourself a copy of DotCom Secrets. Get yourself a copy of Ask by Ryan Levesque. Get yourself a copy of the 4-hour Work Week, Rich Dad, Poor Dad. Get all those books. If you want to learn more about what I do and how I do Facebook ads, you can go to danhenry.org and download my cheat sheet: 7 steps to creating, running and profiting from Facebook ads. That cheat sheet is on the website: 7 simple steps to creating, running and profiting from Facebook ads. Don't even remember the name of my own freaking... Steve Larsen: That's okay. You've been going for a while, just drop it at the value, so I appreciate it. The Facebook group also. Dan Henry: Yes, you'll get an invite to superhero entrepreneurs as soon as you opt in. Steve Larsen: Awesome. Dan Henry: You'll get in that way, so danhenry.org. Get the cheat sheet. You'll then get an invite to my group. I'm in my group all the time. I'm going to tell you my whole story in a lot more detail than I went in on here because there's a lot into it. I'm going to tell you my whole story on how I went from broke to this in a 5-day sequence. In that sequence, I'll offer you a chance to watch the webinar. Then, you'll see the webinar. Then, you'll get a bunch of case studies and all of these. If you want to buy the course, go for it. If not, I don't know. Send me chocolates. Steve Larsen: Yes, no, and honestly, you guys should go buy. Dan Henry is the cutting-edge on this stuff, and he's going to stay that way. That's just how who he is and why he teaches what he does. There's been people that built funnels for him like, "Okay, I'm going to build the funnel. You send the traffic." They're like, "Oh, okay. Yes, yes, yes, yes, yes, yes." They're just really excited about the funnel. Funnels are great, but they are dead without traffic. You have to have people in them. This is the other part of the pie. It's not even a full thing until you have both sides. You got to have some kind of funnel, somewhere to send people, some sequence, some automation, but if you have not traffic, I mean you're already dead in the water. You might as well not even build a funnel. Go buy his course. Dan Henry: Right. Steve Larsen: Go get his course. Dan Henry: Thank you, Stephen, for the going endorsement. Steve Larsen: Yes, this is not a planned endorsement. It's just this is good. Dan Henry: Yes. Steve Larsen: I appreciate it. Dan Henry: I mean I appreciate you having me on. This is great. I love it. A little early, but I'm sitting here barely awake, but it was absolutely fantastic coming on. This was my favorite podcast to do where I couldn't fly off at the mouth with profanities. There are some podcasts, if you look up, that I just go nuts on because it's just me. That's how I am. Steve Larsen: Yes, yes. That's awesome. Well, hey, thanks so much, Dan. I'd love to meet up again some time in the future and do a follow up. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your free built sales funnel today.

1hr 1min

1 Dec 2016

Rank #1

Podcast cover

SRF 4: Interview - Ben Willson Strategy For 50,000 Free Site Visitors In ONE MONTH...

steve larsen: All right everybody, hey. I'm super excited for today. This is the first interview that I've actually done on, Sales Funnel Radio. It's actually one of the main reasons that I started this podcast. There's so many cool, silent, unspoken entrepreneurial heroes out there. I really, I just wanted to go expose a lot of those stories and share with you guys how possible it is to make a profitable sales funnel. Today, I have, actually one of my good friends, Ben Wilson, on the phone here recording. Ben and I actually have quite a history together. I'd say that I first got into sales funnels online with him, doing products with him. Anyway, I'm excited. We want to go through our story a little bit and share with you guys things you guys can do in your own business. Ben, how's it going? ben wilson: Absolutely good, man. Great to be here. steve larsen: Awesome, awesome. I was thinking back to the time when you and I first met. That was ... We were in college, that was back, what class was that? ben wilson: I think we were probably, Marketing 101, something wasting our time. steve larsen: Yeah. ben wilson: I remember leaning over and you were looking at Stripe, and I was like, "Most kids aren't looking at Stripe in class. Why is this kid looking at Stripe?" Then I leaned over and I was like, "Hey man, we should totally set up an API for you. We could get that going." You're like, "What do you know about Stripe?" I was like, "Yeah, man, I've set up Stripe." That was the start. steve larsen: That was the start right there. I remember I was making an e-book. ben wilson: Yeah. steve larsen: Yeah. That was my first attempt ever at making a landing page on WordPress, and I had spent two days trying to get this stupid theme to do what I wanted it to do. Yeah. That was funny. That project, I think I've sold two copies of that thing. It's on Amazon. ben wilson: That was a good book though. steve larsen: How did we get together after that though? What did we do? I actually can't remember. I just remember... ben wilson: I think we started bouncing ideas off as to what had done in the past. You started sharing to me about, I don't think you called it funnels at the time, you really started looking at affiliate marketing, and how to push products online without necessarily being attached. I think, I don't know if it was a clash, or some type of beautiful art piece. I always got attached, like, "Well, we have to brand it. We have to be attached to some level at what we're doing." You're like, "It doesn't matter what it is. Let's do it and we're moving forward." Just like a rubber band. Sometimes we'd have the snap, but the snap wasn't a bad thing. The snap was like, okay, I'll give up that I don't have to be that attached. You're like, "Okay, we can kind of brand it," and something would actually happen. Then we convinced our teachers. steve larsen: Yeah, yeah, yeah. ben wilson: I was describing this to someone yesterday. We convinced our teachers that what we were doing was a lot more beneficial. steve larsen: Than in class. ben wilson: Yes! steve larsen: I remember that. That was our internet marketing class itself, man. ben wilson: We missed ... I mean, we convinced several teachers... steve larsen: To not go to class anymore. ben wilson: To [call up the class 00:03:52] the class, and they're ... Oh man. I can't believe we actually pulled that off. steve larsen: Me neither. I was thinking about it. We drew up that plan. We got in our internet marketing and they were doing that stupid, SEO old school stuff. We both wanted to shoot ourselves. I noticed you were the other kid in the class that was just pounding their head on the wall. Like, "Oh this crap is so old. It doesn't work." ben wilson: Yes. I remember they were trying to teach WordPress, and they were like, "How do you do such and such?" I was like, every answer, both of us just raising our hands. steve larsen: Yeah. ben wilson: I was like, "Do we really have to sit here the entire time and build you a website? Can't we go build ourselves a website?" steve larsen: Yeah. That's funny. Then we wrote up that plan. It was basically a flow chart for pages. ben wilson: Yes! steve larsen: He said, "Yeah, go for it. Just bring a deliverable." Then we started meeting every morning for two or three hours. Way more than the other kids in class were doing it. I remember we made that first affiliate product. I think it was, Click Bank. Right? ben wilson: [inaudible 00:05:00] was it? Was our first one the weight loss supplements? steve larsen: It was something like ... No, no, it was the social media producer thing. We put a landing page together using some guys weird generator and put 50 bucks on it and woke up the next morning, saw that 50 bucks had come back, and I was like, "Holy crap! We didn't lose money!" We got 17 people to opt in, and we sold it. ben wilson: I was so stoked the moment we didn't lose money. That was the first accomplishments of, like, no way! steve larsen: How did we get with Paul Mitchell after that though? ben wilson: I think he was assigned to our class, and I had to go over ... steve larsen: That's right, you closed him. ben wilson: He was trying to do something with Facebook, and I noticed he had a lot more other issues than trying to do Facebook advertising through our class. Then we had an assignment that was to get 10 people to fill out the survey. You and I looked at each other like, "We could get a lot more than 10 people, but I'm not calling anyone." Right? Let's think hard of a way to get a lot more people. I think there ended up being, was there 1100 people we got to take the survey? steve larsen: Yeah. Everyone else got 100 or something. ben wilson: Yeah. I think they called their 10 people. steve larsen: Yep. ben wilson: Yeah. steve larsen: That was hilarious. Then we started driving traffic for them. Which, I can't believe we did that. Oh, and then the [Arhenis 00:06:32] Project. ben wilson: Arhenis. You and I were out for what, 72 hours straight building a website, and then come to find out, the guy didn't even mention his website that we had built for him after being asked by him to build this website. steve larsen: Gosh, that whole thing was so weird. ben wilson: We were like, "There's a million people watching right now, and the only way you're going to further your career is by sending people to this website, and you got 2 hours to do it." We sat, I sat, we sat there and even Paul Mitchell watching. They're like, "Okay, any time now, any time now." steve larsen: Mention, just say the URL, just say, and he never did. ben wilson: We're like, "We do not have to run any type of funnels. If you just by chance mention this email address that you paid $1800 for, if you could just mention it once." steve larsen: It would be great. Those of you who are listening, Paul Mitchell asked us to come build out ... They basically said, "Hey, we're getting on tv in 2 days, we need a website people can go to, and we need a lead capture system and all this stuff." This was ... Just mapping the same time, this was when ClickFunnels was still in beta. It was a while ago. It was way longer than that ago. Man, how long ago was that? That was 2 or 3 years ago now wasn't it? ben wilson: We're coming up on ... I mean, it's been 18 months since I graduated, and that was before my last semester. Yeah, at least 2 years. steve larsen: Yeah, yeah. Paul Mitchell, they hired us ... I think we're okay. I'm going to say names. This is a while ago now. They wouldn't pay us, and this is what I love about Ben. Ben looked over at me, and I can't remember the exact phrase. You know, I won't say the phrase he said, but you had this crazy look in your eye. You're like, "Dude, I'm going to go put one period in their code." I was like, "What?" I remember just watching you, and we were in the library on campus. You opened up the back end code, and you put one period in their PHP, in their code, and it white screened the entire website. I was like, "This kids a cowboy. This is awesome!" ben wilson: Like, that's it. Your website's done. You're not paying us, you don't get our benefit. Then, we set out to make Beauty School Index. steve larsen: Yeah. ben wilson: Do you remember that? steve larsen: Yeah. ben wilson: We were like, "We're just going to just give out free leads to every other beauty school for free, and not Paul Mitchell." steve larsen: We scraped 100, what was it like, 1,000 email addresses for them? ben wilson: A thousand email addresses. We ran a campaign to get beauty schools on board with us of how we were going to give them free leads. Our open rate was through the roof. steve larsen: We did a 77% open rate. ben wilson: Yeah, and we had a really big return. We asked people to fill out questions. I don't even remember the questions. I remember you coming back and being like, "We got to get them involved and we need their feedback. That way they're contributing and they're loyal to whatever we're going to do for them. That way they value the leads that we give them." I think one of them was, How is it, or what are you struggling with and how can we help you? steve larsen: Yeah. ben wilson: That's everything we have been doing, and everything I do now always stem from that question that you ask them. We've got to provide a value, so if we listen to them, they're a lot more loyal. We're like, if that's what you want, let's give it to you. steve larsen: Yeah, yeah, yeah. ben wilson: It started from there, and then I moved to Colorado, and it seemed out of sight and out of mind. That's where my life got dark Steven. No longer with you. steve larsen: I got obsessed with sales funnels at that time, and I started dueling for different companies in the area. That was good times man. Talk about a walk down memory lane there. That's awesome. Now you, I mean, it's funny. I can't remember, you sent a message over to [inaudible 00:11:04], would you look at this site. I was wondering if you could just tell everyone who's listening right now a little bit about your website, and what is it you do, and how you came about with that. It's pretty genius. At first, it was like, I had never heard of it, and then you were like, "Oh I have 2,000 subscribers a week later." Oh, now we've made a butt load of money already and not spend a dollar on ads. It's like, what the heck. I thought it would be kind of cool if you want, this is totally your brag moment. Just tell what happened. ben wilson: No, you're good. It's similar, I guess backtrack a bit. Steven and I also once ... Remember when we launcHed [SWOG 00:11:38]? Some of it stemmed from that. There's this new concept of Trilify stemmed from what we were doing at SWOG when you and I came up with a business, entered into a business competition, and we've really been doing it for a week and half. A lot of it was just driving traffic and getting, running people through a certain type of funnel which is so funny because it wasn't ... Neither of us knew what ClickFunnels, at least I didn't and I didn't never think of it necessarily like ClickFunnels, but everything at the time was exactly what is going on at ClickFunnels. We were running people through a certain cycle getting a certain amount of information each time. That way there was creating this loyalty. Similar process as to what you and I were doing with SWOG, is running through certain sales cycles. The concept is only running through affiliates. Affiliates, typically there is the affiliate program that you send out, and anyone can join and sign up. steve larsen: Mm-hmm (affirmative)- ben wilson: Where as, what we're doing is approaching... steve larsen: Like, specific ones? ben wilson: Very specific people who have followers already. Right? When they send out a tweet, they've already gained a genuine sincere following. We don't have to worry about traffic when they send out tweets, or a Facebook post, or making a YouTube video, or anything of that nature because they already have the followers. There's a certain amount of followers that we're trying to gather as well as a certain age group of people who haven't done affiliate marketing, they're not seeking to only do affiliate marketing. We're looking at it at a more of a, how do we provide value to them? They don't recognize how much value they can provide. Millennials are a perfect target because a lot of them are seeking more fame and if they can get fame and money without having to go through the typical college and Corporate America, and they can continue doing and being famous, even it's to several thousand people, they still consider themselves like a taste-maker. We look at those people, try to run some ways of how can we provide value. A lot of it is creating a brand for them or running through certain memorabilia designs that they don't have to worry about their backend. It's like an agency coming to a talent and saying, you keep doing you, and send people to your new "Websites." This is what's going to drive a lot of traffic. We just launched on June 9th. steve larsen: Just a month ago? ben wilson: Just a month ago. Came up with a concept and 3 weeks later we just threw together a Shopify because we didn't have to deal with PCI compliance. steve larsen: Sure, sure. ben wilson: Or any of the other reasons of our design. Easily threw it together, found a bunch of products that we could have drop shipped that looked pretty cool that we didn't have to necessarily have any products on hand. We weren't going to lose out on any up-front costs. It was simply, "Hey, it's brand new. It's going to take 3 weeks to get to you, and we're sending it to you from our Chinese suppliers." steve larsen: Right. ben wilson: Which was the beauty behind it. Suddenly everyone didn't have to care about Trilify, they cared about the person, and the person who had a brand within Trilify. steve larsen: You effectively have gone, and you created an e-commerce store, based around clothing that is totally outsourced to China? ben wilson: Completely. steve larsen: That's amazing, dude. ben wilson: Completely. We've got no products on hand, and we don't have any storage cost. We're not shipping anything, we're not wasting our time. steve larsen: So it's a huge drop ship operation basically? ben wilson: Completely. Now, we could definitely make a lot more money per product if we were to buy upfront. However, we also had, we wanted to come out with a hundred products and then start narrowing down, and then selecting which products are being purchased and obviously moving forward looking at finding a new fulfillment service that we could buy in bulk and then have someone else fulfill it. We're run ... We'll scale it as it needs to be but, we had a hypothesis of how much traffic would come, and our traffic was a lot more than we thought we had. We ended up doing 50,000 by the end of the month. steve larsen: 50,000 people? ben wilson: 50,000 people off of 1 tweet and 1 Instagram post. That was simply it. steve larsen: Wow. ben wilson: From there, all we were doing was, we needed ways to capture peoples information, filled up a MailChimp account within a week. That was when I called you. I didn't actually ever run into that issue before of not necessarily ... We had a lot of names before, we had a lot of information. We just had it on hand and we had scraped it and stuff. steve larsen: Right. ben wilson: More so of, I've got to now start dumping names out of this because I'm not, I don't want to start paying for MailChimp quite yet. steve larsen: Right. ben wilson: I was just exporting names so that I could continuing running a map free account. We're up to 10,000 names at the moment of emails, of people who've opted in. steve larsen: 10,000? Dude, a few weeks ago, you were like, "Dude, we're already at 2,000 subscribers." You've grabbed 8 more thousand subscribers in the past 2 weeks, or whatever? ben wilson: Correct, yeah. steve larsen: Oh my gosh. Man, that's amazing. Okay, so you're "attracting," people through authority figures. Pulling them in and then ... What's causing someone to subscribe? ben wilson: We want all of our, I'm going to call them a brand ambassador, that's probably the best way to say it. We want all of our brand ambassadors to take ownership of what they're doing. That way it's not a 26 year old guy behind the computer who's actually running. I got 2 other guys that are running this with me, and one's in production, and the other is an actual talent agent so it's a lot easier to contact a lot of these people because he's got the experience. steve larsen: Right. ben wilson: He knows what to say. We run through and have all of them take full ownership. This is something that they created, therefore, when they send people over to the sites, and there's this taste of that person. Right? This goes back to that branding. It's got to be branded. steve larsen: Right. ben wilson: Everything comes back to how this person is perceived by their audience and not how they think they are perceived. steve larsen: Interesting. ben wilson: It might be a little confusing so we look at, what is this person actually wearing in their posts? What is that they are into? Then, find similar pictures that we can gather to create the same aura, so it's another, on the social media means to finding more information about this person, or how this person that they already admire, that they can further their knowledge of someone that they look up to. That's kind of the approach behind it. steve larsen: You go and you ... What are you asking for, I guess what are you giving for someone to subscribe. You know what I mean? What's causing them to subscribe. From the 50,000 that have hit so far, I'm sure it's way more than that now and 10,000 subscribe, what's causing them to do that? Just to follow you? ben wilson: Literally, yeah. 10% off, and it says something quirky that probably a millennial would be really attracted to. Right? They're looking at this thinking, "This person I admire who's 18 years old, what's their lingo?" The lingo that pops up right away is, we've got an A/B split test. One of them is, "Let's be BFF's. Sign up here and we'll shoot you a 10% off discount on your purchase." The other one, a little more risque, but I like it. Which is working is, it pops up and says, "Let's be friends with benefits." It also has a 10% off discount. That one is killing it. steve larsen: These people are signing up for a 10% discount. That's not only saying, A: Follow us and we'll give you cool stuff. A 10% discount is implying that they're going to make a purchase in the future obviously, very near future. You're really knocking out more than one bird with the same stone. That's amazing. ben wilson: Yeah. They've all got on a drip campaign. We've got a ... Shopify is really nice, and I know ClickFunnels does a lot of similar things where you can do other affiliates, or similar products, or similar brands, and you can keep sending people to where they want to go. Right? Listen to where people want, follow their clicks, understand your analytics. We set up cross sales and up-sales where people are purchasing certain products with, and they're looking at other products. steve larsen: Right. ben wilson: Everything is an up-sale and that's really where we're making a lot of headway is it's all in the up-seller, it's moving people through a funnel. steve larsen: Yep. ben wilson: If they have a ... In a cart, we send out an abandoned cart. If they didn't do it from there, I would figure out what products that they had. All of this, there's a lot of programs out there that can help you understand what your customers want, and you just have to listen and find out ways to remind them as to what they came for initially. steve larsen: Absolutely. There's a, I can't remember if it's called the secret formula or what Russell Brunson calls it, but he said, "Basically all you need to do is find a raving niche who is willing and able to make purchases and then just give them that thing." It's as simple as that. It's not that hard, especially online. You create these virtual pieces of real estate and they just work for you. That's amazing. Do you mind, if I ask sales? Things like that, like numbers? ben wilson: Yeah, go for it. steve larsen: Of the people that are coming in, what percent are opting in right now? ben wilson: Percentage wise, it's low. steve larsen: Okay. ben wilson: Which is the humble pie I'm eating at the moment. I know it should be a lot better. We've had ... Dealing with Chinese manufacturers is a lot more time consuming than I initially thought. That's where I've got a lot of time. In this regard, out of ... Boy, percentage is dramatically low. If we've had 10,000 people who have opted in, we've had 50,000 to the site. steve larsen: So, 20%? ben wilson: 20% which... steve larsen: That's awesome. ben wilson: That should be better, Steven. steve larsen: I mean, it should be, but when you think about other industries and ... People get stoked. Most people have a 5% off on their rate, 20% is crushing it dude. I mean that really is awesome. ben wilson: I appreciate the lift up, I need that. Definitely, I know ... You know when you are doing something, and you're like, man, there's so much more I could be doing? steve larsen: Yes. ben wilson: That's I guess where the justification comes from. Definitely, 20%'s a good number in looking at what the [inaudible 00:24:13] rate is, but it's always that inner feeling. You've definitely got to trust that movement of flight. I could be doing more to convert. steve larsen: How many customers, purchasing customers have you had? ben wilson: We've had 175 as of yesterday. steve larsen: 175 customers purchased ... I'm pulling out my calculator on the phone because my brain doesn't do all those numbers. ben wilson: That's okay. steve larsen: Here we go. That's awesome. From all the subscribers, the people that actually do subscribe, you have about a 2% conversion rate. That's good. ben wilson: Yeah. steve larsen: I know you look at it and say, we need to do better, but you're not even paying for traffic, man. That's amazing. That's what blows my mind about this. You have a 10,000 person list. I mean, you go drop an email to those people, 2% go and purchase, and you make all this money on the backend also after you acquire the customer. That's amazing. ben wilson: I appreciate it. Yeah. We're starting to run some more campaigns on testing single products as oppose to just sending people to the whole store itself. steve larsen: Yeah. ben wilson: Which we're really excited about launching. We've got something coming out this Thursday, which is more of this memorabilia take on the individual, like you would going to a concert. Right? steve larsen: Right. ben wilson: We're testing out the single product that's more branded and specifically to the person with their name on it. We're excited to see if that changes anything. If the name now suddenly on the clothing as oppose to just similar items of clothing that the person wears. steve larsen: Yeah. ben wilson: We may have to do a round 2, Steven. steve larsen: Yeah. ben wilson: Thursday. steve larsen: That would be awesome. That would be awesome. It's trilify.com, right? ben wilson: Trilify with one L. T-R-I-L-I-F-Y. steve larsen: Okay. ben wilson: .com. steve larsen: Trilify.com. ben wilson: At the moment it's just at an MVP. It's just testing out for our, I guess our test run of an individual person, and then we've got a lot more affiliates in the pipeline who are watching what we're doing. We're keeping them up-to-date as to how we're doing it, and that gets them excited. They can see that we, that their influence is going to provide them with a lot more sustainable of a future with the amount of followers and they can continue doing what they love doing with us basically running the show. steve larsen: Yeah. ben wilson: Yeah. steve larsen: That's amazing. I'm looking at the site right now. I mean, this is fantastic. It looks really good. Yeah, definitely applies to or appeals to millennials and what they love and stuff also. Do you know what the average cart value is for someone who purchases? ben wilson: We're running an average of $40 a purchase. steve larsen: Oh my gosh. That's so cool. ben wilson: Our hypothesis, or our reasoning I guess, within our justification of why we think it's 40 is we set free shipping at $35. steve larsen: Okay. ben wilson: Which is pretty low, but yet again, our average purchase is $40. We think a lot of people are taking advantage. We're going to start creeping that number up and seeing if that actually changes and test the hypothesis that, that is the reason why the average is up. I mean, it can really only benefit us if we can average each purchase to $45 or even 50 and start seeing if that's going to move any further purchases. steve larsen: That's awesome. That'd be an interesting split test and this is super cool. I just want to recap just in case, because I get close to projects and I forget the coolness of them or something like that. You got 50,000 people by asking 2 people to drop a tweet and something else, right? ben wilson: The same person. steve larsen: The same person? You're out there tweeting people. ben wilson: An Instagram post, yeah. steve larsen: 10,000 opt in, you get a 175 purchase, average cart value of 40 bucks, so you've pulled around 7 grand for this thing and you haven't paid a dime in advertising. This is the classic awesome story. It's cool. ben wilson: I appreciate that. We're excited. we're testing each social media to see what kind of pull. Learning Instagram, at least of what we've seen is that there's not as much traffic. We've got a speculation it's because there isn't a link. Sometimes, or link in each picture. It's in the bio. Then at the same time, we also figured out that there isn't as much text that goes below. If you're describing the pictures that you have posted, we've learned put it in the first sentence, in the first line if you're going to try to get someone to do something. Below that, they typically won't see it in their feed. Twitter has driven most of our traffic which was more surprising than we initially thought. We're excited to, like I said, we're also dropping a vine and a YouTube to see how that affects our traffic as well. steve larsen: That's awesome. Hey, I don't want to take all your time. I just want to thank you for this. This is fantastic. Guys, this is Ben Wilson. After one month, one month! People try forever to get profitable, and after one month he's got this awesome result and awesome site. I guess, where can people head? It's trilify.com. Go ahead and opt in and you can see his sales process. Ben, I want to thank you for this. This has been awesome. ben wilson: Absolutely, man. Glad I could come chat and reminisce about the good ole times, man. Definitely miss those time for sure. steve larsen: I look forward to seeing your face all over The Wall Street Journal, soon. ben wilson: It'll be the millennial Journal. steve larsen: Awesome, man. Thanks so much. We'll talk to you later. ben wilson: Absolutely, dude. Bye.


30 Aug 2016

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SFR 23: The 4 Essentials To Get Fast At ClickFunnels…

Click above to listen in iTunes... People Always Ask How I Got So Fast At ClickFunnels… Here's How… What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. Okay. Okay. Okay. Yesterday, I was getting my haircut. I'm in the military. I'm in the Reserves. I'm in the Army. They like your hair cut a certain way. It's funny because when my hair feels long, everyone else, it's barely noticeable now but it's thinning out or whatever. It's funny though because I go get my haircut at the same spot every three weeks. The same girl has been cutting my hair. It's funny. I'm such a ClickFunnels evangelist... It fully changed my life. I just always wanted to be able to change others, too, so I tell everyone about it. I imagine a lot of you guys are the same way. You guys have messaged me personally, some of you and talked about that a little bit. I'll tell people at the grocery store. I'll tell people all over the place. I've been telling the lady that cuts my hair, she's actually young. She's quite a bit younger than I am. I'd say probably 21 and she wasn't that much younger. You guys are really going to laugh that I just said that but anyway, she doesn't really know what she wants to do with her life. I kept on telling her... It's been two times in a row now. I'm like, "Hey. Seriously, if you want to shortcut all the things that I had to go through to learn what I do, it took like five years, read the book, Dotcom Secrets and then go to ClickFunnels and watch the Funnel Hacks web class. If you do those three things," that's what I tell everyone to do. "If you're just getting started inside the ClickFunnels, those are the kinds of things you need to be doing." I spent so much time, so many hours. I can't tell you. I don't know why but I actually listen to a lot of podcasts and audio books while I'm at the gym. I have been doing that for a very, very long time. Staying up super late reading like crazy on our couch for years, and years and years, just studying my guts out. I remember, I think I told you guys a story also that there came this point where I'm just like, "Okay. I just found ClickFunnels. I've been working my guts out doing stuff with Word Press and it was not that good. It's super rough, very, very hard." I'm not a coder or a programmer. I'm self-taught on some things now but especially back in the day, I had no idea how to code or program or anything. I remember looking at myself in the mirror and I was just telling a friend this story actually. I remember looking myself in the mirror and thinking, realizing, "Oh, my gosh. ClickFunnels is literally going to change the world. It's going to change the way everything is done, especially online." It's been doing that... We've been growing like crazy. I think there's 24,000 members now. Two weeks ago, there's 21,000. It's exploding. It's been going nuts. It's very, very exciting. Very exciting time for all of you guys as well. If you're not using it, please go get the trial. There's a free trial link that I have. It's at salesfunnelbroker.com/resources. Go to the resources page. Anyway, I remember looking myself in the mirror though and slamming down on the counter being like, "I am going to get freaking good at building funnels. I'm going to get good. I'm going to be the best in the world. I want to go out and be the best." I remember making that decision and looking myself right in the eyes and realizing that I was going to do whatever it took to get good and to get amazing and then get to a place where I've got enough assets out online that I wouldn't need to work for anyone else. That's totally what happened... I work for Russell Brunson because it's fun. I don't know. It's just cool to be here. It's fun to be on the cusp of everything that's going on. I'm certainly a ClickFunnels evangelist obviously. I want you guys to be doing the same thing. To be slamming down the fist, go seriously do this. I don't know if it's cheesy or whatever but for me, when I get ticked off or pissed off about something, when I get intense about stuff, that's when stuff in my life starts to change. That's when stuff starts to go well the way I want it to... If I'm like, "Oh, yeah. No. I'm going to do that. Yeah. I'm going to do that," and it's this future plan thing, it doesn't ever really happen. If I start to look at myself in the mirror though and I have to get a little bit pissed off and sometimes, what's nice about that is that the first few times I tried something, I fail. I fail like crazy. I fail a lot. I fail often and fail hard... It pisses me off more so I just push harder and ask more people and research more and learn and learn and try and launch, and launch and launch and launch. Finally, I don't know what really shifted but it's about a year and a half ago, things started changing and suddenly, all this stuff started making money. I was like, "I think I figured it out." Anyway, it came down to this point of me trying to get good at it. One of the reasons I wanted to talk about this is that I've had a shocking number of you come to me especially in the last two weeks and say, "Steve, please teach me how to be a funnel builder. Please teach me." I got some cool that I'm working out in the background for all you guys who've been asking that. You guys have been able to come funnel hack with me for a little while now. I'm not ready to announce that yet... That's a little sneak peek of what I'm thinking. It'd be cool but enough of you guys have asked that that I just wanted to point that out that there came this point where you got to get pissed off about it. Don't be bashful trying to be the best in the world about it. Meaning, that's not going to happen on accident... You have to do that stuff on purpose. Just build. I told you these are really the four things I tell everybody to do who is going to get into ClickFunnels. Number one. Read Dotcom Secrets. If you don't like reading, listen to the audio book but look at all the pictures and the graphs. No joke. That book will shortcut so many things that I had to go through to learn what I have. Okay. I'm talking years of stuff. All right. It is the most influential business book and personal development book that I have ever read. It's very, very, very tactile, very, very how-to. I don't know how else to give a great promo for it. In the blog post with this podcast, the blog at salesfunnelbroker.com, I will include links to all these products. You guys want to go search them out, okay. Yes. They're affiliate links. Get over it. I'm just saying. Anyway, copy me though on that. Okay. That's the reason I do this stuff. Yes, I put you through affiliate links. Yes, I send you guys email promos. Yes, I do it but look at what I'm doing because it works. Okay. Anyway, back to the list. Number one, you've got to read Dotcom Secrets. Number two. Please go watch the Funnel Hacks web class. Obviously, I'll put those links in there as well. Anyway, go watch the Funnel Hacks web class. It will show you what it means to be a funnel hacker. That's why you have to watch that. Number three. Go get the ClickFunnels trial. Number four. Once you have the trial, go find the industry and the business that you would love to have the most and go funnel hack them. If you watch the web class, you'll know what that means. Copy them. Okay. This is what I tell everyone else. Don't model right at first. First, you just got to learn how to use ClickFunnels. All right. Go find a funnel of the funnel that you wish you had and I want you to copy it. Literally, everything pixel by pixel, try and recreate everything you can inside of ClickFunnels. That's cool. I told you guys the story once. I definitely did that on a date once with my wife. I cloned out the home page of the email company, GetResponse. Anyway, I was just seeing how it worked. Pixel per pixel, no joke, I cloned out that entire home page. I was like, "Oh, my gosh." That's about the same time I hit the counter and I was like, "I'm going to get the best in the world at this." Anyway, those are the four things. Go do that. Now, how this ties back in the haircut, I've been teaching these things to the person that cuts my hair. I was like, "So, go do this. Go do this." She's got divorced with her husband and she's like, "Everything sucks, you know." She's in a dark place or whatever. She's like, "I wish I had more money. I could do some more things." I was like, "Here's how you do it. Here's how you do it." Okay. That was two or three times ago. She cut my hair. That's probably two months ago, three months ago. I came back. She hadn't done anything. She's like, "What was the name of that book again?" I was like, "Oh, crap." If you don't read the book, I know you're not serious. That's seriously one of the ways I vet people. That's the thing that Russell and I have figured out as well. If you suck at ClickFunnels, usually it's because you have never read the book. Anyway, she was just like, "No. I haven't read it." I came back again. She's like, "Oh, I got the book. I just haven't read it." This last time, she's like, "I've got the book. I'd actually downloaded it this time. I just haven't read it. I don't know. I just like to go home. I don't want to have to learn anything." She seriously said this. I was like, "Oh, you are not my target. I'm going to give up on you." She's like, "Yeah. I just don't want to learn anything. I come home after work. I just want to honestly, I want to party and I want to just not do anything when I go home." I was like, "Oh, okay. Really? Oh, my gosh." Please don't be any people like that. Gosh... There's something almost sanctifying to this entrepreneurial struggle that you and I are involved in. You know what I mean? It's very cleansing. It shows you. I remember Robert Kiyosaki said once. He said, "One of the reasons why business is so amazing is that," especially entrepreneurship, "Is that if you go and you decide to be an entrepreneur and you're pushing really hard," he's written those books. Obviously, Rich Dad, Poor Dad, The Cashflow Quadrant, those two are my favorite from him. Some of the others were really a little fluffy for me. I like the tactile stuff. He wrote in there that as you start to get down and you start on this entrepreneurial journey, it's exciting at first. Very exciting. "Oh, I'm going to be an entrepreneur." You beat your chest a little and go, "Yes. I'm going to go do this. I'll rule the world." Then you go like, "Wait. What really does that mean?" One of the first hurdles you're going to hit when you start moving as an entrepreneur, this is what he teaches is that you're going to experience some serious personal character flaws. Business will do this thing that it gets you. It takes you and it gets you. It shows you. "Hey, Steve. Here's what you suck at. Oh, did you know that you are a night owl?" "Oh, actually, I didn't know that." Business and the pressure, the good pressure but the pressure of entrepreneurship, "Wow. You showed that to me. I have a hard time sleeping sometimes if I'm trying to get something to work and it's not working yet." You know what I mean? "Oh, wow. I get a little bit edgy when I got X, Y and Z on my plate. Wow. Character flaw exposed, right?" You all see what I'm saying? For this lady, for this girl who is cutting my hair, she's having the exact same things happening to her and I'm watching it. It's like, "Wow. That's the first hurdle she has to overcome. Yes. I have to learn stuff to actually be successful." You know what I mean? You can think back and go, "Wow. What are the character flaws that have been exposed to me while I'm trying to build sales funnels?" What are these character flaws? What are the things right now? I'll tell you right now, like I said, I get so excited about the things that I want to go build and put out there. I'm building 20 funnels right now. It's almost 20 funnels and I got to get them done in the next two weeks. This here on the side just personally, okay. It's a crap ton of funnels. Anyway, here's one of my character flaws. I'm going to be vulnerable here for a second. I love to lift weights but when I get excited about stuff, the thought of spending an entire hour to an hour and a half in a gym, not being able to build cripples me. I don't go. There's times where, maybe three or four weeks and I don't go to the gym. I've actually told my wife, I think this last Sunday. I leaned over and I was like, "Hey, look." Sure. I'm out of shape because I was 6% body fat when I was in college and jacked and ripped and competing and winning in sprint triathlons and things like that. It was awesome but I was like, "Man, I feel heavy. I don't feel good. I'm loving what I'm doing professionally but I've got to have my life balanced. I need to go start lifting more." I've been lifting in the mornings. It's been great. For you, you guys are going to have the same things that happened to you. You're going to have your character flaws exposed... "Wow. I didn't know I was shy in those situations. Wow." Just watch your responses as you try to push forward and get things done and you'll start to notice and start to see the character flaws will pop up. Now there's going to be two things that happen when that happens to you. Number one, you're going to feel some stress and pressure. Number one... Your inclination is to shy away and go, "Oh," and this is one of the reasons why a lot of people don't get into entrepreneurship or try to make extra money on the side or even this little lifestyle so they can do things like take a cruise or whatever. They'll say, "Oh, I'm not X. I'm not smart enough. I don't have enough energy. I'm not good on camera. I can't do a podcast like Steve." It's like, "I was scared to death to launch this podcast. I barely did it because I was so scared that you guys weren't going to like it." You know what I mean? There's been overwhelming response. You guys have liked it, which has been great and it fuels it. I'm realizing and you guys need to know this also, you are better than you think you are. You are already. If you're already pursuing down this path, you're already owning and having and possessing knowledge of something that's going to make you better than the next guy. Okay. I mean, professionally, competition wise., free market capitalism wise. Anyway, that's the whole thing. These are all the thoughts that started just sprinting through my head as this girl's cutting my hair. I was like, "Gosh. Her character flaws are being exposed there. She's not doing the four things that I told her to do." Until she faces that character flaw, some character flaws we feel are roadblocks. These was the two things I was going to go into a second ago. Some of them are roadblocks meaning you will not progress unless you get over it. Some of them are just hindrances. They're annoyances. "Oh, yeah. I'm tired pretty much all the time because I'm a night owl. Oh, yeah. I'm not going to the gym like I want to." You know what I mean? As you push forward business, remember that business is all about pushing out your differences and exposing your strengths. Not your weaknesses, so the temptation will be to confuse your business activities with your character flaws. Don't do that... If you start to go through, "Well, I'm really, really bad at getting up early so I'm probably not going to do this business." Like, "No, no, no, no. What are you actually selling? What's the offer? What's the product?" Remember, that's separate... Think of the business as a separate entity than your own character flaws and body. You're trying to grow this thing up like it's a child. You're trying to raise it. Does that make sense? Anyway, those are the four things that I wanted to go over that if you want to get good at funnel hacking and funnel building, you got to go through. Read the book... Watch the web class... Get ClickFunnels trial and then go clone one of your competitors... Number two. Understand that as you go down this, you have character flaws that are being exposed to you right now. They're blowing up in your face. They're saying things like, "Hey. You can't do this." Sometimes, they come in the form of others. Friends and family can come out. I certainly had a lot of friends, they've said some things like that, like, "Wow. It's so cute. He's Steve trying to be entrepreneur." I'm like, "Okay. Stop looking at me like I don't have a job. I have a job and I have secondary income as more than my job makes. So that's great and I'm just having fun with it." Anyway, I want you guys to know that this is all attainable to you. It's all very, very real, very real. The more real you can make it in your head and see it and catch vision of it, close your eyes. See that you are where you want to be. Work your freaking guts out... You are going to be able to get to a spot where you've got like, "Wow. I'm moving through the four things. The character flaws, I'm starting to overcome them. I'm personally growing because of business. Go figure. Oh, my gosh." You guys start to get to the spot where you got all your assets out and you go do cool stuff like take a cruise. My wife and I are going do here next week. It is our fifth year anniversary. I guess these are my little post goodie announcements. It's our five-year anniversary. We got two kids. Totally awesome and we're going to go down to Cozumel & Yucatan. We're super stoked. It's going to be a party. Anyway, what's cool about it is I know that when I come back, we will have made more money without me doing anything than we spent on the cruise, which is totally true. That's the goal and that's the reality is that I got a few more funnels to finish in the next few days. I'm launching and pushing them over to somebody else for them to do the final polish. We got a huge traffic source that we're dumping into. I know, I just know. I've done this enough times now to know that it's going to sell a crap ton and we're going to make more money on this being away than being here. Anyway, that's the beauty, guys. That's what I want you guys to go for. Please tell me when you go take that first victory vacation, when you go take that first victory, whatever that is for you guys. My wife and I have not just gone on a vacation in five years so this is going to be great. The other cool thing that I wanted to tell you guys that I'm doing and please don't think I'm being self-centered on this. I'm just excited about it... I barely graduated high school. I was an idiot. I seriously got straight D's every semester for Algebra, for Spanish, for Science. No joke. I know what it was. I just wasn't turned on yet. I remember this point where the lights turned on. It was post high school. Anyway, I barely graduated high school and what's funny is that I was highly involved in extra curricular activities. I was in choir. I was in a lot of theater. I was head editor for a yearbook. I got three state awards for my layout designs, which is great. I was really involved in that kind of crap but the scholastic stuff, I really wasn't good at. What's cracking me up right now is that you guys ever heard of DECA, the DECA program? DECA has invited me to go speak at their regional conference with 3,000 kids tomorrow. I'm flying out in, I didn't even pack yet. I'm literally leaving for the airport in 30 minutes. I'm at the office. I got to finish something then I got to go throw some clothes together quick and then I got to go. Anyway, that's exciting and I'm literally going to teach 3,000 kids how to funnel hack. The competition that they've got going on is that whoever can raise the most money gets a scholarship to college. They're going to use funnels to raise that money. I'm going teach them how to do that. It's very, very exciting. I'm going to finish writing a speech on the airplane. I got to finish sending out. There's a few promos I want you guys to see that I am sending. Just note that they're promos. Yeah, whatever, for some tools that I use that really speed up a lot of stuff. I'll let you guys, you're welcome. Anyway, pay attention to your email... You guys, I just want you to know that I think you're all awesome. If you need a pre-built funnel, definitely go to salesfunnelbroker.com. You can check out the free funnel section there. A lot of you guys have been asking me personal questions on Facebook and things like that. That's great. It's just really hard for me to get back to that many people. If it's a question about funnels, my funnel strategy and stuff like that, go to salesfunnelradio.com. Scroll down to the bottom right. There's going to be a green button there. You can click a button there and it will record a question straight off of your browser to me. I like to include them in the show. You might have just seen that the "HeySteve!" Show with Becky just came out. She's asking about how I order pages for almost everything that we can in ClickFunnels. Some of it's a little bit more tactile but just understand it's pretty awesome there. Anyway, if you got a question there, go and ask it. I vet the questions. If it gets on the show, I send you a "HeySteve!" t-shirt for free. Start with saying, "Hey, Steve. My name is," and then ask your question. No more than 30 seconds if you don't mind and I'd put it straight in the show. Anyway, you guys are all awesome and appreciate it. It's been such a blast to meet so many of you guys recently. A lot of you guys reached out. Anyway, go crush it. Remember the four things. Remember character flaws. Expect them but go and tackle them and go crush it, guys. I will talk to you after DECA and after our cruise. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Have a question you want answered on the show? Keep your free t-shirt when your question gets answered on the live Hey, Steve Show. Visit salesfunnelbroker.com now to submit your question.


20 Nov 2016

Rank #3

Podcast cover

SFR 195: How To Create A Quiz Funnel...

Boom! What's going on everyone? It's Steve Larsen, this is Sales Funnel Radio... and today I'm going to teach you how to pull off a quiz funnel.I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? I've actually been super stoked about this episode. So recently I've been doing this inside of my own funnels, which I'm very excited about. Now if you think about this, actually I'll just tell you... One of the first products I was a part of when I first started working over at ClickFunnels was a... it's so funny, I say that phrase all the time. It's because there were so many projects going on all the time! Anyway, this was one of them towards the beginning. I went through, and I started doing a deep dive of the top converting quizzes that were going on in other people's funnels. It was cool because Russell already knew what a lot of them were so he gave me a whole bunch of lists.At the end of the quiz, it asked for the individual's information to get the opt-in and start a free mini-course, or start a whatever... or send them to a free plus shipping something. One of the most successful funnels, before I worked with Russell, was a medical quiz,  though it wasn't for medical stuff... It was the funnel hacking of me doing that quiz that made my first big funnel successful. My big first success story which I used as a case study when I applied for ClickFunnels -  which is kinda cool. It was a quiz, and after they'd answered all these questions, it said, "Hey do you want your results? Put your email in here." And basically, depending on what they'd said inside the quiz, they were sent a specific email to invite them to a free plus shipping offer... and then you know how it goes after that. Up sales, all kinds of cool stuff. So they sent traffic to that quiz, and I knew they were making a ton of money. It was kinda cool because of those first ClickFunnels projects was all these quizzes. What I did is, I copied all of the quizzes as I went through them, I took the questions, and all of the possible answers for every single quiz and I put them on this sweet Excel sheet. I compared side by side, all the question ones, all the question twos, and so forth — the questions, and then all the possible answers.It was funny because I started noticing all of these trends. All these trends in all of the quizzes. I'm kind of a patterns guy, which you guys can probably imagine by now.  I started looking through, and there's patterns. I was like, "Holy crap! Check this out." All of the question number ones and twos are kinda asking the same area of stuff. Interesting, question three and four-ish, around that part of the quiz, it transitions, and they're all asking this kind of stuff. Then I get down to question six and seven,(most of them did not have more than seven questions... sometimes eight, but it was usually no more than that), and it was all the same kind of question throughout. I was like, this is fascinating. Why is this happening? And  I started deep diving. I ended up writing this outline seeing the patterns of what was going on inside of each one of these quizzes. I actually went through my computer, and I found it, Woohoo! So I'm going to go through and read this thing. I want to walk through some of the highest converting quizzes. The reason I'm doing this right now, is because, if you guys had a chance to come to my recent live funnel build, (some of you guys were able to be on, which was really fun), I was teaching about how when you get a funnel out the door, I always start by focusing on hot traffic first. That is the easiest way to get money off the table. Then you take that money, and you dump it into ads. Now your customers have funded the rest of the entire business. I've never put a dollar of my own into my business EVER because of that principle - that play. I think of them as football plays. By running that marketing play. I've done that multiple times. Now, when the hot traffic starts to dry up a little, and I need to go from hot to warm and expand the pot, there's multiple ways for me to do that. I could change who I'm targeting... there's a little bit of that that goes on when you start to widen the pot when you go from a hot audience to a little bit more of a warm audience. That's one option... I could change the ad. I could change what's going on in the funnel. I could change the sales message. I could adapt or change some of the offer. But that's a lot of stuff to go switch. One of the easiest things that I could do, rather than change the ad, or change the audience, or part of the sales message, is to merely change what people see when they click on your ad. So instead of them seeing an opt-in page, I put something in front of that that lets me warm up the audience before I ever ask for an opt-in. And that's exactly what I've done here, and that's exactly what I wanted to walk through with you guys. That's why I do these quizzes and these little baby quiz funnels.It lets my audience get warmed up to me before I ask them to opt-in or even go towards my main thing. In this instance, I'm using it in front of a webinar funnel. So, what ended up happening is I went in, and I found out this crazy formula, and I was like, "Holy crap!" and ended up writing this dummy quiz for ClickFunnels so that we could change what people are seeing when they went to clickfunnels.com. It was a bunch of fun. This was years ago; I don't remember what happened to this, However, I dug it back up, and I was like, "Holy crap, this is good stuff!" So, first of all, I want to walk through just a few of the actual quizzes. Just a few of them that are funnel hacks (or quiz hacks) that I went through so that you guys can see some of the format and some of the patterns inside of here... This comes from Revolution Golf Quiz:The first question they ask: #1: Aare you a man or a woman? The reason I'm asking is because men and women tend to suffer from different consistency killers. This is a quiz in front of a golf product.Q#1: Are you a man or woman? Q#2: What is your age range? A: >I'm over 50. >Between 30 to 50. >Under 30. Q#3: What's the length of your average drive? A: >Less than 150 yards.>150 to 200. >200 250. >Over 250. Q#4: What's your playing level? A: >I'm a beginner. >I'm an expert.... whatever. And you go through and you declare your skill level. Q#5: In relation to your full swing, what are you having the biggest challenge with? A: >Poor contact.>Directional control.>Major consistency issues. Q#6: People in your scenario usually suffer from one of these three things. Which of these do you suffer from the most? A: >Hitting thin shots.>Fat shots. >Bottom or low ones.>I miss the center of the ball.>Hitting weak shots. And they go through and they answer this stuff. And what's interesting is by the end of it, it says, "Well based on your answers, you probably should have X! Put your email address in and we'd like to send you your results,  we'll also send you a free course, or a free report, or a free something."It just literally forwards to the beginning of the funnel. So think about that for a second. Okay, the next one, next one. This one's for tennis, it's called Fuzzy Yellow Balls: Q#1: Are you male or female? (I was like, huh, where have I seen that before?) Q#2: How old are you? (Where have I seen that before?) Q#3: What's your current skill level rating? Q#4: How hard do you typically hit your first serve?Q#5: When you try and hit it harder, some of the most common issues are these, which one are you? A:>I hit into the net.> I hit it long.> I don't hit it cleanly.Q #6: People in your scenario typically suffer from one of these three things, which one are you? Which of the following best describes you?There were seven questions in this quiz, not six. But it's the same kind of theme.I was like, "Huh, wait a second…” And I go onto the next one. This one is about fat loss. Q #1: Are you a man or woman? (I was like, what the heck?) Q#2: What's your age range?Q#3: When it comes to body shape people tend to suffer from one of these three things, which one are you? Q#4: When it comes to food cravings, which food do you give into most?A: >I give into sweets.> I give into chocolate.> I give into carbs. > None of the above. Q#5: When it comes to eating habits, which one do you have? Q #6: When it comes to stress, most people do this, which one are you? (This quiz had ten questions, it was the biggest one... But most of them don't.)And what I started realizing was that there was a pattern going on... a heavy pattern of the way you approach somebody inside of a quiz. So I went through and I kind of formulated... You guys know I'm kind of a geek when it comes to this stuff. Ok, not kind of! I'm a straight out freakin' nerd in this stuff, and I'm proud of that. It's what makes me good at this. I obsess... A little while ago, I went and I printed out all of the follow-up sequences from the five most profitable webinars I've ever seen Russell do. There was paper all over my floors,80 sheets all over the place. I studied deeply the patterns between each one... Well, I did the exact same thing for the quizzes.I started deep diving, I didn't have things printed out all over the floor, but I started diving deeply into the format, the formula and the pattern of what was making these quizzes successful. Now there's some fluidity between these. Some of them were six questions, some were ten. But it's this pattern of questions. It's this pattern of thought. It's this pattern that I noticed these quizzes were pulling a customer through that made it most effective. So I want to walk through this with you real quick and teach you exactly what I've been doing: The first series of questions have to do with self-identifying - but with really low barriers. Q#1: Are you a man or woman? You don't have to study to answer that question. You don't have to go to a study hall to figure that out. Are you man or woman? Why would I ask somebody that? What does it have to do with anything when it comes to hitting my golf ball? When it comes to tennis? When it comes to fat loss? It might, and that's why it works. And there's one of the reasons I love this so much is because I'm just getting people to make little micro commitments, little micro answers. They're not huge questions. Are you male or female? Q#2: What age range are you? I'm like, "Oh snap, this is not hard to answer." And that's part of the reason why it works so well. The first few questions get somebody into the habit of clicking. This is huge. Get somebody into the habit of clicking. Q #3:(or phase #3) they have them self-identify questions based on the subject: Are you a man or a woman? What's your age range? Have you ever built a funnel before? It's self-identifying questions based on the subject itself. "Have you ever tried to lose weight? Are you a tennis player? How long have you been playing tennis for?" They're self-identifying, that's what is so key about this. One of the biggest hurdles you have to overcome in a sales message...If you heard one of my previous episodes, I talk about why it's important to cause an identity shift in an individual. The reason why these quizzes work so well is because you're are literally having them call out their own identity to you. You are not saying, "Oh you look like this." You're having them declare it and say, "Check it out. This is who I am." This is very cool because it puts them in a place of vulnerability. Not like risky kind, not like where it feels like they're being threatened, they hit a phase of vulnerability, but they're the ones doing it. And you're gonna see this as we move forward. So I have them answer, #1: Self-identifying questions; Male or female? Age? Next thing: Self-identify questions based on the subject: "Well, I am a funnel builder." It's their current state, according to the subject. "I am a tennis player.  I do play golf. I am trying to lose weight. I am, whatever..." The next category, you have them declare their level of skill, or achievement based on the subject: "Well, this is what I usually hit in golf. This is my handicap." In tennis, I don't know tennis very well, but it said, "What's your current rating?" And it had you go through and list that what rating level you are. Does that really have that much to do with the fact that they probably know you could use their product anyway? No, the only reason they're doing that is so you can go in and self-identify and be like, "Hey check it out, this is where I am."Ooh, cuz now what they're starting to do, is we move into questions where they are declaring where they are not. So the third category is: Self-declare a level of skill, according to the topic. This is where I am:  “I have been trying to lose weight. These are the programs I've used." Or, "This is when I'm binge eating. These are the kinds of things I binge eat." The next category is one of the biggest, and it's one of the reasons why I've noticed that quizzes work so well, or don't. And here it is: You start declaring the biggest challenge. They are self-declaring their biggest challenge pertaining to the subject: "Oh man, when I hit the golf ball, I notice I top it."  Or "I hit it right on the center, but it's not consistent with direction." Or "I hit too far underneath it and the thing pops really high."  "When I'm playing tennis, I notice I hit too much into the net." Or "I hit too far over." Or "I'm just not consistent when I'm doing a diet. I've noticed that in the evening time is when I get the cravings the most." It asks about the cravings, and you go through and self-select your freakin' problem. That is so crazy! Because in classic marketing folklore, the way this is done, a lot of people they go create the freaking problem. That way they can sell you the solution. Well, in the quiz, they're self-declaring their problem. You don't have to create it. They go through and click saying, "Check it out, I'm here. I'm right here, I declare this is who I am. This is where I am in the subject, and this is the thing that I'm sucking it up at." Guys, this is massive! The psychology behind this is absolutely monstrous. I'm so glad I found this. The next thing, okay, so now think about what we've done here. #1: They've self-declared, "This is who I am. This is where I am. This is what I'm struggling with." #2: The next category we go into is an educate and clarify section: "Oh man, those who are in your scenario, who are saying these kinds of responses, typically suffer from one of these three things." 'Suffer' is a keyword. They're declaring their own issue, but now you're going to have them go in and declare,  "People in that scenario usually suffer from one of these three things, which one do you think you're at?" Oh man, now how many walls have they self-dropped by this point? They've dropped a lot. These are normal things you're doing in any sales script, which is why I geeked out over this so much when I first did it. I was like "Holy crap, this is like a mini sales letter in a six-question quiz." It's crazy! It's amazing how effective these things are. It's the reason why I'm using them again. The next thing, I've noticed in a lot of these quizzes, this is like the final thing, usually, there's one aspect that's crazy random. It's one of the final things, super, super ridiculously random - has nothing to do with anything: Oh, thanks for taking the quiz; by the way... Let's say you're talking about the golf quiz; they go through, and they click:> I hit the ball.> I top the ball.> I top the ball way too many times. >There's no consistency.#Final Question: Were you wearing blue jeans when you did that? "Oh man, is that the issue?" A lot of times I've noticed is that one of the final questions in some of those effective quizzes is kind of a random one that's meant to be like, "Well, you wouldn't think this matters, but it actually does." With the diet one: "Well, I don't know, was it a full moon last Thursday?" And you're like, "Crap, it was!" And it puts them in this state of curiosity. You've brought them through in a very small amount of questions: #1: Here's who I am.#2: Here's where I am. #3: Here's what I'm struggling with.#4: Random Question: (yeah, I drank a liter of water before working out. Maybe that's the reason why I didn't lose any weight.) You've gone through and produced this aspect of curiosity right before you say, "Could I email you your results? Put your email in right here." Now it's logical. I can see why, it's logical, it's easy for me to justify giving you my contact, giving you my email address, giving you whatever. Going in and contributing to the marketing relationship at this point. I'm really excited about this because what we've just made one of these quizzes. I'm super excited to see how it plays out. So instead of sending traffic to the opt-in page, we're sending traffic to the quiz. Which is cool, because at the end of the quiz, I created a "Ta-da" an offer. The offer that I've created is: #1: Hey if you'd like to, I'd really like to be able to give you the results for your quiz. #2: I want to give you a free mini-course that we've created to help people that are in your scenario. If you just put your email in, it'll send out to you over the next three to five days.#3: We'd like to give you a free ticket to a web class, and if you just click right here and put your email in, it'll send you over to the ticket page to you can redeem your free ticket. So go ahead and put your email in right now and that's what you'll get. It's all free. We just want to help you from where you are to where you want to be. That's basically kind of the script that I'm doing. This is what we're really doing.  I'm super excited. As soon as this ends, I'm going to finish the last two things I need to launch the quiz. So anyway, I'm excited about it. I'm really pumped about it because all that stuff that I'm doing right before the opt-in, is to help create a relationship with a more warm style audience instead of the hot one that we've been selling to already.It's allowed me to go and expand out. When I've done these kinds of things in the past, that's what the benefit has been. Without having to change the sales messaging and go in and adapt the offer, or even really change out much of the audience or really even switch out much of the ad, I can just add in, literally, a single page in front of the entire funnel, drip out a mini-course, (which, go figure, every single thing in that mini-course is reminding them to go redeem their free ticket to the web class). I'm training them to open my stuff. I'm training them to go through and realize, "Oh man, this guy's eyes are massive, but I could probably trust him." And that's one of the reasons why I'm doing it. To create a relationship ahead of time. To create value ahead of time. Now I've contributed so much to the relationship for free, the dialogue that I've noticed, and I've seen is: "Man, if this is his free stuff, I wonder what his paid stuff is like?" And then they go check it out. And that's been really helpful. So I just wanted to dive in a little bit. I know it was kind of a long episode and a  bit of a deep dive and hopefully, you guys understood that as I walked through it. If not, I honestly, I would re-listen to this. I'm really excited about this, though. This is one of the major keys, and one of the marketing plays that I'm running to drop in that next load of cash. When we first started ads, we were putting a dollar in and getting three or four dollars back out and, as is expected with paid advertising, you start to get ad fatigue. So we're putting a dollar in now and then we get about two dollars back out, and I want that average to be a little bit higher. So this is one of the easy next plays I'm running to go get that back up and start talking to a broader audience. To get a relationship with people, and invite them to come back to the web class. So I'm excited guys. Hopefully, you enjoyed that? If you did, please rate it in iTunes. I love watching those reviews. I appreciate it. It means a lot to me, and I love reading them. It's kind of a boost for me to be honest. It's a lot of work putting these episodes out. We repurpose this thing to 22 platforms. It's nuts! So it means a lot to me.I'll see you guys next episode. Bye. Boom. Just try to tell me you didn't like that. Hey, whoever controls content, controls the game. Wanna interview me or get interviewed yourself, grab a time now at stevejlarsen.com.


27 Nov 2018

Rank #4

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SFR 258: Part 1 - Designing Your Value Ladder

Follow along and create your own Value Ladder as I show you how I designed my personal one. It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-) DOTCOM SECRETS - MY FIRST TIME  I first read DotCom Secrets when I was in the army… I was on a security line training - it was ten days lying prone in the dirt. It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long… Army uniforms have these cargo spots where you can store things  I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain.  With my M16 in my right hand, I’d pull out DotCom Secrets…  I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes.  I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep. Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that… But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders.  HACKING THE VALUE LADDER So what is a value ladder?  Right at the bottom of page 23 of DotCom Secrets, it says: A value ladder is where you want to take your client.  *THAT’S IT*  … that's all a value ladder is.  It's where you want to take your client.  Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- he's kinda credited for being the one that popularized value ladders too. And now,  I wanna teach you… How I use value ladders after reading DotCom Secrets.. Where most people kind of mess up when they focus on creating a value ladder.   After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders … They were HUGE value ladders with tons of steps - they were MASSIVE value ladders.  However, one of the things that I got stuck on was thinking that I needed the entire value ladder planned and designed before I could even start building a funnel.  I want you to know, that's actually NOT true.  That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.  When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder?  Do you know the value ladder/ the model that your industry uses most and has all the success with? ' … ‘cause it's the template.  When I started realizing that there where models,  I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?"  YOUR CORE IDEA Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea.  The reason I’m bringing this up is that… I'm following the info product model If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too.  If you’re in, B2B, there's also a value ladder model.  ClickFunnels follows the software plus info product model.  If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out.  So if we take the DotCom Secrets definition of a value ladder, remember that... A value ladder is where you want to take your client.  This is a cool framework that you can use to develop your entire company.  But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it… HOW TO NAVIGATE THE VALUE LADDER  The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - that's where you want to take your people.  The top of your value ladder is where you want your dream customers and your dream product to be. It's also the MOST expensive step on the ladder.  It's the one where you give the most value, and the most amount of your time, (if you want to design it that way).  And at the bottom, it’s the exact opposite.  It's NOT that you don't want to sell people at the bottom, but the whole point/ the whole idea is that you want to start qualifying people.  I can't draw very well, but let's say this is a phone…  (There we go, there's a little phone right there)  This phone, (a.k.a, value ladder step), is what's calling out to your dream customer. You bring people in on the cheap step and then you start to ascend them to the top. So the value ladder is somewhere that you wanted to actually take people to… I want to show you how I personally design my own value ladder, but first, I want to teach you the principles I use to design my value ladder.  So that next post, you’ll see the application of these principles as I actually teach you what my value ladder is. HOW TO INCREASE CUSTOMER VALUE Recently, I’ve been really geeking out lately on this idea of campaigns, and one of the issues I've found is that most of the time...  People don’t buy from you because your offers NOT good enough,  ...it's usually 'cause they don't know *WHAT* they can buy from you.  So my role is to create: Cool marketing messages Cool offers Campaign noise around offers … but it's also my role to educate my customers on what they can buy from me. Sharing your value ladder with your customer base is one of the easiest ways that you can educate your customers on what they can buy from you.  How many of you guys, right now, as you guys are listening or watching this, how many of you guys, even know that there's the option for me to fly to you? (That's something we're probably gonna take away, but I’ve been doing it for a while though.)  Did you know that there's an option where you can fly to me for a day?  ...there's all these cool things that people just don't know about.  And so I've realized, "Man, my role is to educate the value ladder, NOT just the product."  I think it was Peter Drucker who talked about the only two obligations an entrepreneur has are marketing and innovation.  “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation - P Drucker One of his definitions of marketing is education for a sale.  Every enterprise is a learning and teaching institution. Training and development must be built into it on all levels - P Drucker Drucker believed the marketers needed to educated people, so that they’d actually go buy. My definition of marketing is: Marketing is changing beliefs for the intent of a sale - S Larsen (I can feel I’m not telling enough stories, so hopefully, you guys can follow me with this.)  But anyway, I started to realize was that:  I need to create mechanisms inside of my funnels that don’t just sell the product itself - I have to educate people on the other things that they can buy from me as well … ...and that I actually can automate huge parts of that process.  (If you come to my events, I teach much deeper on this) VALUE LADDER EDUCATIONThere are eight ways that I create what I call value ladder education, and they're all automated ways that teach people how to go and make a lot of money.  Now, let me walk through a few mechanisms with you guys.  So I'm a One Funnel Away coach for ClickFunnels, I coach daily, and usually live (unless I'm traveling, sick, or something like that)… There are like 6,000 people on this last challenge - it's a big one, we're having tons of fun with it. One of the things we teach is that typically, (even if you're bad), you can make a dollar per person per month on your list.  Typically, you can expect a dollar per person on your list per month.  Now, what I've learned is that the $1 per person per month can easily become $2 with what I'm gonna share with you.  Add a few other things, and you can make that $3 … then as you get better you can turn that into $4/ $5 per person.    Right now, for every person on our list, (our list grew heavily in the past little bit here), but...  With the list that I have right now, we do $3 - $5 per person per month on the list.  What I'm gonna teach you right now is one of the easiest ways to manipulate this formula and increase customer value. Value ladder education, (a.k.a, teaching your customers what it is they can buy from you), is one of the easiest ways to increase customer value. There's a lot of automated ways so you're NOT having to be the one putting in more sweat equity.  You just do it once, and it's all automated.  SIX STEPS TO YOUR CORE OFFER There are six steps that I use to create a core offer.  … they have to go in a certain order as well.  What is my market/ where is it? Who is my dream customer in that market? What problems do my dream customers have? Identify the core problem Find the core solution Make the core offer The first thing I do when I'm designing a new value ladder is...  I want to know what market I'm selling into.  I've gotta know what this red ocean is.  What is my market?  Now once I know what my market is, I wanna know…  Who my dream customer is in that market.  I'm not trying to sell the whole market. People mess that up all the time.  Now once I know the who, that I'm trying to sell, I need to know…  What their problems are?  I list out what their problems are.  What problems are they trying to solve?  Then ‘Who’ leads to ‘What’... This is where ‘The Dream’ comes in…  Because NOW, from the ‘What,’ I can identify what I call ‘The Core Problem.’  "Stephen, what does that have to do with designing a value ladder?"  It has EVERYTHING to do with it!  And *this* is the reason why you may NOT know what's on my value ladder yet because I'm testing out my core offer... I've had people offer me $1 million. It's NOT a joke...  They're like, "I'm dead serious, Stephen. I will give you $1 million for a funnel."  I've said “NO!” - which it's baffling to them…  And,  the why, is because of what I'm sharing with you right here.  I don't want to be in a scenario where I'm like, "You know what, I could do that…”  But the REAL question is, “Is it what I'm designing?  The value ladder is the roadmap for my business and my activities.  So if it's NOT time for me to be offering those kinds of deals, “A million bucks??? No thanks!” ;-) I'm NOT saying I won't take 'em in the future, but, at that time, when the first BIG offer came, the answer was “NO!”  I don't want to be in a scenario where I’m like, "Crap, I'm getting out of line with my value ladder." When I got hired by ClickFunnels there were only 14,000 monthly users - now there's 92,000.  There were only 40 ClickFunnels employees - now there are 340. It's crazy! It has exploded!  I joined ClickFunnels right before this major, explosive growth, and part of the reason why I know I can teach so much about this is because I was there: Helping  Experiencing  Designing Observing it Being a part of it … I watched this HUGE, ridiculous growth happen.  And so, these questions that I'm walking through are the kinds of things that were being tackled when I was at ClickFunnels. When it comes to value ladder design, people are like,  Well first, I'm gonna do a free plus shipping book Then I'm gonna do a course Next, I'm gonna do a high ticket mastermind I'm gonna do a high ticket event … that's all great, but *that* comes waaay down the road.  What you need to know first is: What's the market that your serving?  Who is your dream customer?  What are their problems? Is there a core problem to be solved?  You design a core solution You create a core offer Now, you’re finally at a spot where you can create an offer.  You create a core solution, and from there you create a core offer - that's why I call it Your Core Offer.  I place the core offer in the middle of the value ladder.  And I start at that spot.  WHY HAVE A CORE OFFER?If you're NOT watching on YouTube, I strongly encourage you to watch this part of it - it graphically helps you to understand these pieces.  I help people find out what their core offer is because the numbers work easier with ads.  If I'm selling something that's mid-tier priced, I only need to sell one of 'em, and Facebook ads are covered for a while.  Rather than me go straight to the top… and there are people who argue with me and say, "Go straight to the top..." I get it, and I've done that as well… I'll be honest, the one I don't do first is the very bottom, and it's 'cause it's a little bit riskier.  There’s a quote in my head, but I'm not very good at remembering the names of who said what…  Anyway, the quote is something like:  People spend more money for the same thing repackaged in a different way. It's a powerful quote, and it's a quote that floats around in this space a lot.  You have to understand that each value ladder is represented by an idea - it's actually a full idea. I need to prove the idea almost more than the product itself. I’m proving out the idea, NOT just the offer!  So once I know that…  My core offer delivers a core solution Which fixes the main problem Which helps solve my dream customer Which is targeted at one specific spot inside of my market...  Man, now I can build a whole value ladder.  But too many times, people are all like, "I'm gonna build this funnel, then this funnel, then this funnel, then I'm gonna publish this, and then I'm gonna make this continuity program..." and it's so fast… ...they build too quickly.  All their focus is on getting that next funnel out... which is great after you've proven out the main idea and after you've proven the core offer.  I hope this is making sense to you?  (It's funny, I wanted to trial close you guys, even though I can't see you right now) ... but hopefully, this is helping ;-)  So, I focus on the middle of the value ladder to prove out the main idea.  SAME IDEA DIFFERENT VALUE  Now that the idea is actually proven for the entire value ladder, my whole goal is to go in, and develop varying levels of value on the same ladder.  I can go do something more high-touch with my time up here. I can go develop a cool mastermind up at the top up here - that's lots of value. I have the same ideas at the bottom of the value ladder, but now I'm gonna have: The Book A Challenge  CDs  Courses A Continuity-based Program ...I'm gonna have all this stuff.  And it works because I've proven out the main core offer and the main core idea.  And with the cash flow from the middle of the value ladder, I get to:  Skip things like VC funding Build a business  Put systems together that free up my mental faculties enough to go build the rest of these funnels.  HOW TO PAY FOR EXPENSIVE THINGS IN YOUR BUSINESS As a business, we're running lean on purpose.  I don't want a ton of people inside of my company as far as employees and stuff like that, I just don't.  But the reason I get to do it that way, and the reason we're cash flowing so hard right now is that I follow my six-step model that helps to clarify the way the value ladder is used...  'Cause you do want to upsell people  You should bring in the bottom of the value ladder individuals.  … but all in good time.  One of my favorite book, Ready, Fire, Aim, teaches that your goal, as a beginner entrepreneur, is just to get enough customers   You're just trying to get a big ole list.  Once you have a BIG list of customers, anything you sell to them afterward is MORE likely to be successful “because so many of your existing customers will buy it.”  … that's exactly how the book it says. Now, when I need to get more people in a funnel/ business), then I go build something at the bottom of the value ladder.  The reason I don't have a book right now is that I don’t need leads.   It's the reason why I don't have a lot of cheap stuff right now,  I don't need leads.  Do you see what I'm saying?  (I’m gonna make this a two-part series...  I want you to know the principles behind my value ladder so that you’ll have the context when I teach you my value ladder… and it’ll make more sense to you.)  HOW TO KNOW WHAT TO BUILD NEXT? One of my favorite individuals is Alex Charfen,  in fact, I just interviewed him… Alex Charfen is a BEAST.  I've learned A LOT from Alex, the book Clockwork (great book btw,) and James Friel about building a business… Now, there are five criteria that I analyze my business on, and this is how I determine what to build next in my value ladder...  Ohh! What's up?  The first thing, I go and I figure out what I'm gonna go build on. I want to see:  How well do I get leads?  How well do I convert them?  How well do I deliver the stuff that they bought?  How well do I retain them? How well do I upsell them?  (This is how I personally do it - I know there are different formats here and there)  And so, I break those categories out separately and I rank myself…  For example:  If I start getting low on leads, I’m ranking myself, “Oh, dude, your leads are kinda low right now, darn it..." I start asking: What should I go build on my value ladder next?  What would get me a lot of leads really quickly?  ANSWER = BOTTOM OF THE VALUE LADDER STUFF I don't need more leads right now! That's why I don't have bottom of the value ladder products.  I've had a few people reach out, (and if a few people have reached out, it tells me a lot are thinking it), and ask, “Stephen, why don't you have a book yet?"  The answer is… Man, I got more leads than I can handle, so that's NOT what my personal business scenario needs right now.  Now you might be like, "Stephen, I need leads." That's great, but don't compare yourself to me.  I just follow the formats and formulas that cause success. In order to decide what to build next, I answer the questions: How well do I convert leads?  A: You know what, I convert pretty high. So I don't need to focus on the actual sales message or the offer.  How well do I deliver?  A: I deliver really high! I know I do.  How well do I retain an upsell?  A: Well.  How well do I upsell?  A: *NOT WELL* … so the next thing I'm building is an upsell.  Meaning, there's NOT a lot at the top of my value ladder… So the next thing I'm focusing on is on top of the value ladder… ... because that’s the thing that I'm suckin' at the most at right now.  I just look at it the value ladder objectively and think,  "Oh man, I gotta do this.”   I was listening to the book Clockwork while mowing the lawn, and that's where I learned this... I've had so many epiphanies mowing the lawn, it's crazy. I'm always nervous to get somebody to go do it for me because I have so many epiphanies.  I need to look objectively at my company, and ask: Do we have leads? "Oh yeah, lots." Are we converting them? "Yeah, we are." Okay, so that's not the issue, so where's the weak spot? So… PLAYING TO MY STRENGTHS & WEAKNESSES As an individual, and a solutions provider, I sell my strengths, but as a business builder, I solve my weaknesses.  That's a big statement, (that has a lot to do with the value ladder)... As a business owner, I fix my weaknesses, and I only focus on the weak part, to fix these five formula pieces.  However, as a solutions provider, I sell my strengths, which makes total sense, right?  But too many people get it switched.  INSTEAD... I let the model tell me what to go build on my value ladder.  I know what purpose each phase of the value ladder is for:  The Bottom of the value ladder is hardcore about acquisition. The Middle is all about ascension, (whether I'm ascending them from the red ocean into my value ladder, or I'm ascending them from the bottom up) - it's a place of monetization.  The Top is the MOST monetizing. And if I am not in a spot where I've tested out and proven the main idea of the whole value ladder, I shouldn't even be looking anything else.  All I'm doing is testing ideas.  Now, I know I've spit a lot at you in this blog- so if you need to re-read a few times, go for it (or check it out on YouTube).  This is how I think about my value ladder, and this is the premise I design under.  I know that I'm tossing A LOT at you with this - it was kinda heavy, but if you like this kind of stuff, we cover a ton MORE in this depth at OfferMind.  Guys, go get a ticket at offermind.com.   We’re, we're pushing pretty hard on tickets right now - so it's super-exciting… There's a chance this baby will sell out.  So anyway, go get a ticket at offermind.com, so I can teach you how to do this for your own business. You’ll create a roadmap of what you actually need to do - not just from a business structure standpoint, (which is kinda what I'm showing here), but also from a marketing standpoint of how to actually get your offer out the door.  Thanks for leaving reviews -  I just can't even tell you how much that means to me. It's very exciting to see those. Gets me pumped. We spent a lot of money and a lot of time putting this content out, so your reviews are super fun, and I really love 'em. Thankful You. Get Rich - Do Good BOOM!  If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?  That's what I struggled with for a while until I learned the formula.  So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.  Wanna come?  There are small groups on purpose, so I can answer your direct questions in person for two straight days.  You can hold your spot by going to OfferMind.com.  Again, that's OfferMind.com.


9 Jul 2019

Rank #5

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SFR 130:The CORE Of A Funnel...

This is the extended version of what I taught at Funnel Hacking Live 2018. There are TWO parts to a funnel's core... What’s going on everyone? It’s Steve Larsen and you’re listening to Sales Funnel Radio. I’ve spent the last four years learning from the most brilliant marketers today. And now, I’ve left my 9 to 5 to take the plunge and build my million dollar business. The real question is, how would I do it, without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learned, apply, and share marketing strategies to grow my online business, using only today's Internet best sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. I am so excited for this episode. I've been dying to record it. I feel like it's going to be one of the episodes that I look back on and I'm like, “man that was one of the Hallmark, amazing episodes of sales Funnel Radio.” You know what I mean? 10 years from now, hopefully this show is still going, but I feel like I look back and be like, “man, that was one of them. That was one of the ones that made it click for a lot of people.” It's one of the things that made a click for me, and anyway, I'm excited to share with you. It all kind of started honestly, well, how should I say this? How far back you want to go? Lets see, I was born in 1988. No. So, it's been it’s been a lot of fun working with Russell because, what is fun about it is, I feel like he and I are probably some of the only people on planet earth that geek out at the level that we do. And so, every time we see each other it's like a show and tell, like, “hey dude, check this out.” And he shows me, and we go through all the cool stuff he's doing. And I'm like, “yeah, check this out.” I tell him all the stuff I'm going through and doing, and the epiphanies that either or of us have had. And so anyway, I was chatting with him a little while ago, and that is when he was saying, “Hey, we want to get you on the funnel hacking live stage”, and I was like, “sweet.” Are you serious? Okay. That’d be awesome. And, which just ended, and I'm kind of backtracking a little, okay? I'm a little bit behind on recording these episodes. But I went and he said, “We want you to teach new offer creation in 10 minutes.” I was like, 10 minutes?! What? Oh my gosh! That's what I teach in 3 days at the fan event.” You know what I mean? Are you serious? Okay. Oh my gosh. So, I was sitting there in and the magic formula happened, which is caffeine and dubstep. I was pacing around my own office here and I remember. My head was just kind of subconsciously on this problem, and I love that. Because I will be in random places around the house, around wherever, and I'll have these epiphanies like, “oh my gosh! It's easier like that... Holy crap!” My head is constantly on these problems, you guys. I rarely think about anything else, which sounds like obsession, and it is, and I'm glad it is, okay. I sit and just kind of think. I told you guys a little while ago how I kind of brainstorm and come up with these ideas. I imagine them as these little threads and I kind of tug on them, see where they lead, and if it's like good then I just drop it and I go on to the next thing and try and find different possibilities for solving different problems. Anyway, I was thinking through. I was trying to distill down the 3 days into minutes. It was rough, it was rough. I was trying to work the problem, and figure out the different angles to teach it. I went into click funnels at like 10:00 at night the week before Funnel Live happened. I sat there and I was trying to do it for about 2 hours. I was doodling. For some reason if I can doodle it I know that I can teach it, and I know that it's a clear thing. And so that's the reason why I draw so many pictures. So, I was doodling and I was like, “oh my gosh.” I started having these epiphanies and they start coming faster, and faster, and faster, on the way to teach this. Well, next morning I'm back in the home office here, which is where I'm now, and I was standing in front of my white board and all of a sudden I had this, guys I don't know really how this happens but I will forget where I am. It actually makes me a little bit nervous because it's happening more frequently. Whatever I'm thinking of, that's where I physically feel like I am at that time. I will forget where I'm standing and I get kind of lost, in my head. 20 minutes will go by and I'll suddenly come to and realize that I've been standing in the corner of the room for a while. But I’ve been deep meditation and thought. It's a little bit weird and it's kind of happening more frequently. I'm kind of trying to get used it. So, I was in one of those little, I don't know what I'm going to call it, weirdness things. I was kind of zoning out a little bit. All of a sudden, I had this realization. One of the things that people struggle with the most when it comes to building funnels is, they think that the funnel is a series of pages, and we have had the hardest time trying to describe in this very small amount of words, the shortest amount of words, what a funnel actually is. Right? My mom used to think that funnels, I was selling literally kitchen hardware. “You’re selling funnels, kitchen stuff. You don’t even know how to cook.” I’d be like, “yeah I know I should not be in that space.” Anyway, we’ve had a hard time getting people to understand what a funnel is without people seeing it, right? We've tried literally for years. We’ve tried to figure out how to explain what a funnel is in the shortest amount of time, where people are like, and “oh.” A couple of years ago, that's honestly where this whole conversation started. We were trying to figure it out. It's a series of pages linked together to turn prospective customers into buying customers. Oh man, that's just a lot of a lot of, how do we shrink it down? What’s the core of funnel building? Suddenly, it hit me! That’s what I'm so excited about, you guys! Holy crap! What is it?! I figured out. I was sitting I realized, I was standing in front of the white board and I realized, that at the core funnel building is the offer. For a long time I was saying that. It's the offer, it's the offer, and the core funnel building is the offer. But it's not. It's actually only half of it. The other half of it is story. It's the sales message. It's the belief that carries the offer, and those two things is what makes a funnel. It's the reason why whether or not you decided to make a funnel, you have a funnel. If you're in business and you've made a sale, you brought them through a funnel. Whether online or offline, intentional or not, you have a funnel. It's just better if it was intentional. It's the reason why people can go, it doesn't matter if it's online, offline. Doesn't matter what you're selling. If there was a sale that was made, there was some kind of offer. Most times people don't make an intentional offer, they have a product, but there's also a message, a belief that carried that into the heart and mind of that person when they purchased it. I was like, holy crap! Maybe I should find that box, because I sent Russell. I was like freaking out like, “holy crap.” And he was like, “oh my gosh that’s crazy. Should we change the drawings, change sketches?” So, this whole concept, it's not leaving me, and it's been staying for a long time, guys. So, what I wanted to do real quick is go down and kind of teach you guys the same thing that I taught at Funnel Hiking Live. It took me a solid, see I had this major realization. It was like three o'clock in the afternoon and I started yelling. No one else was in the house at all and I would start yelling. “Oh my gosh! This is so cool! Are you serious?!” I was just yelling. Legitimate yelling and screaming. “This is crazy!” Yeah, I'm that guy but whatever. I'm proud to be that guy. And I was like, “sweet.” I had to get my slides to them by the next morning. And so I didn't go to sleep. Had dinner, said goodnight to the kiddos, and then from that moment on, I stayed up until 4:45 in the morning distilling down to ten slides. It was so hard, guys, was crazy. So I worked a lot on this, not just at night but this has been a problem that's been on my head for years. I’ve had the privilege of teaching a lot of times. But the quest to make things more simple is extremely important and making things complex does not make you smarter. In fact, usually means you don't bring as many people along with you, because they think you've got to be like techno babbly, loaded up. It’s better to just keep it simple. So, what I want to do real quick is, I want to teach this in the way that I experienced it and I want it to be, how should I explain this, gosh guys, I would take notes. Because when you realize at the core of this, and you realize really, there’s three forces that were fighting with, that I was fighting with, to try to figure out what this is. When you realize what these are, where they come from. I feel like it’ll make people’s lives better because you'll be more intentional on both funnel hacking and creating your offers, your funnels in general. Then I see episodes here, I can dive into this to teach you what I am looking at when I look at someone's funnel. It's not so much about pages anyway. So, let's get into here. So, let's start with the plot to a woman's story. If you don’t know what I'm talking about, go to Funnel Hacking Live. So, I started with this question, how do you make money online? It really happened when my wife and I found out that we were going to have a kid. Our first child. We were super excited. This is over four years ago now, which is crazy. I was reading dotcom secrets. Read for the first time, you guys all now this. I was in the prune, I was in an Army exercise. Laying down, with my M-16 for about 10 days in the dirt. With my weapon in my right hand, and dotcom secrets in my left hand. That's how I read the book the first time. I read the book it was like, “this is crazy.” What I realized was that it was saying, funnel hack somebody.” Model someone to the T and then just do what they did. And there's safety in that. And it makes sense to do that. Students that get hired to click funnels, we start putting together expert secrets, but the message of that one is, create something new. So the first one says, model someone to the T, don’t deviate, the second one says, make something completely new. Do not do something like what someone else did. And then I'm reading another book, read the book Innovator's Dilemma, which says that if a new market does not exist it cannot be analyzed. It cannot be analyzed. It's unknowable because it doesn't exist. It's your turn to create a new niche. Your turn to create a new market. You're going to have a hard time doing that out of your own precepts, out of your own head because you don't know you. So, by the law of the way this happens you must create the new niche with the customer. It cannot be from your own head. Right. So you take those 3 concepts and think about them. Number 1, you've got to model hack, model someone to the T. Number 2, and create something brand new. Don't bottle anybody. Number 3, it must be created with the customer or it'll be an approval based offer by defaulting. What? How does this all 3 go together? This question has been on my head for a long time. So, to answer this we've got to understand more of the core of the funnel I was talking about, because the answer is actually to do all 3 of those in tandem, to a point. First of all, we're going to funnel hack. Second, this is like Dorothy in The Yellow Brick Road. We're going to follow the yellow brick road as far as the yellow brick road goes. When it ends, I'm going to teach you how to make a new brick, lay down there, but do it with people so that it gets laid perfectly, with directional customer. Does that make sense? That's the answer. That's how you do it.... So, to understand more how to do this, let’s understand the core funnel building. First of all there is an offer and a belief, that’s. That’s at the core of a funnel. That's why it can be offline, online. Whether or not you made one on purpose, you have one. If you made a sale, you made a funnel. So, there is an offer and a belief, and the belief carries the offer. This is like those little red wagons. That's a like story, whatever is in the red wagon is belief, that’s like the offer. The story carries the offer. That's how it works. Without the belief, we would have the story part, the offer part does not get delivered. Because they’re going to look at it and go, I don’t understand that.” But if you understand that story it's what changes beliefs, it’s what changes paradigms, that people are like, “oh my gosh, I need that offer.” Yes you do, comes with it. So, the story delivers the offer. Is this making sense so far? I don’t know if it is. I know I'm going kind of deep in this. It’s a little more techno babbly. I have graphics, and pictures, and drawings to display this but I need you to understand how this works. Since that is the core of a funnel, you've got to understand that dream customer, the people that you would love to be buying from you, they're already consuming both. They're already consuming both and here's why. I don't want you to think of health, wealth, and relationships as 3 markets. The health, wealth and relationships, those are like the 3 moneymaking markets. Those are the three no-duh buying experiences. Those are the 3 markets we try and fit every single thing into. Health, wealth, relationships. If you got health, wealth, relationships, one of those, your offer might not fit into it. You're like, “Steven, I'm selling Rubik's Cube. How does that work for health, wealth, relationships?” The actual product does not need to fit in it but the sales message, at least, must. I usually use the example of Gillette. Gillette razors. Right. What market are they in? Health, wealth, relationships? They’re in relationships. Why? Because, I'm thinking of the commercial, some guy is shaving in the mirror, and he's like, “oh yeah, I'm the freaking man,” and a woman comes up afterwards and feels his face up. You've seen the commercials, right. That's what's happening. They're selling relationships through the commodity of razors. Dudes, you want the woman, you use this razor. Right. That's what they're doing. You got to understand that your dream customer is already consuming both an offer and a belief, with hopes that it delivers to them either health, wealth, or relationships. That's another way to think of this. Because they're already consuming an offer and a belief, your opinions don't matter. You're not the one who fills your own wallet, right. You don't fill your own wallet. Stop caring so much about what you think. Step number 1 is all about hacking, which is really answering these two questions. The two question is number 1, what is my customer’s current vehicle, or offer that they're consuming? And number 2, what’s the current belief of how they're buying it? It’s the and how what. What is it? You guys have heard that before. I'm just trying to tie all these pieces together so it becomes clear. That's the core of funnel hacking. Funnel hacking not so much, “hey there's a green button on the right, there’s a picture of someone on the left.” Yes, that's like the micro level. At the macro level, what you really looking at, is you're trying to answer the question, what is the current offer and current story that my dream customer is consuming. That's my starting place, that's funnel hacking. That’s the core of funnel hacking. So, what you're going to do is, like I said, you're going to fit your business into one of the 3 markets, right. Health, wealth, and relationships. And when you funnel hack, you're looking for those two things right. The offer the belief, from the red ocean. Now that you know what the offer and the belief are, the second step is start applying more of the expert secret's model. Expert secret’s model is taking it into a place where you're selling a new opportunity, a new niche a new market that you're creating. And by the law of creating something new that does not exist, you cannot analyze it, therefore you must make your with the customer. And there's various ways to do that. Get clever. That's how it launched my product back in January. So, please understand the offer equals the result, the offer delivers the result. When you create an offer, not product, it means you no longer have to compete on price. Rather than selling back to this red ocean where everyone’s competing on price and someone’s like, “no, I'm going to bleed for the customer more. No I'm going to bleed for the customer. No I'll take less margin. No, I'll take less margin.” It’s this race to the bottom. If you don’t do that crap the way to get around it is by selling it offer. Because it over delivers on value, which lets you sell sell it at the actual price you'd like to. So, just structure an offer, this is super hard to do for podcasts. I hope this is making sense, guys. I hope this is good stuff. Please understand that every single one of these concepts I'm talking about are all things that I realized over the last two years, especially, as my head has just not really ever left the topic. But when you're going to structure an offer, you actually don't structure the offer based off of the offer in the red ocean. You structure the offer based off of the belief in the red ocean. Does make sense? Let me say that again. To create a new opportunity to create a new vehicle, right, that will deliver health, wealth, or relationships, one of those three, you actually don't create it off of what the current vehicle and offer is. Actually created off of the current belief is, and from that we gain the vehicle internal and external related beliefs. This is complete technobabble and I am way the weeds here. Please stick with me, okay? We're going to find vehicle based beliefs that people have inside the red ocean. internal and external. The internal beliefs, I like to think of them as insecurities. These are these are beliefs people how about themselves and their capacity to actually achieve something. I can't speak I'm not good enough. I could get on stage. I can't talk. I would know how to do this. I, I, I, I, and it's their internal struggles that they have when they see this new vehicle that you're going to present. Here's how you get health, wealth, or relationships. They look at it like, “that's so cool.” “You know what. I actually believe you a little bit, but I'm not good enough.” And that's where the internal belief comes from. Or internal false belief. The external false belief is usually more about excuses, then they blame their ability to be successful with that vehicle based on things that are away from them. They are pointing away from their own body. I don't have enough money. There’s not enough, I don't have time, my spouse doesn't want to support me in this. Does that make sense? And they're pointing away, so as soon as you get them to acknowledge the fact that that vehicle is the way to get them health, wealth, relationships right that old vehicles not good any more, and you can offer this brand new one. As soon as you get them to accept that that vehicle, the next two places they go, is usually in this order. It's usually internal for insecurities, and external for the type of excuses that they're that they're running through. Their excuses running away from them. Time, money, resources, spouse. That’s how it’s working. From those very three believes, vehicle interlocks to all, that is everything that I need to create a new opportunity. Both offer and story. This is literally how I did it, guys, when I launched back in January. I launched click funnels December 31st. No offer. I didn’t have an offer, I didn't have a sales message, I didn’t have a funnel, and I had nothing. The funnel wasn’t even built. That's it. I had nothing. All I knew is what the current vehicle internal and external beliefs were. That was all. And from that, I was able to go and develop the product, the message, the offer, and the funnel, the script all of it. This part is so powerful and I feel like people just will skip over it like, “I know what the false beliefs are.” If you really know what those false beliefs are, you also know what stories the people are telling themselves in their heads that are sustaining those false beliefs. You know the experiences they went through that created the story. You know what they're telling, that is the place in my mind where you intimately learn and understand your customer. And when you do so, it is everything you need to actually be successful in your funnel. Because it creates the core in the funnel, a sales message, and an offer. Those two things. So, what we do is we take those vehicle internal and external beliefs, and we make a product for each one of them, a product. And we bundle them together with the main thing you originally wanted to sell, and that is the offer. Does that make sense? Man, this is so much easier to see, drawing stuff. I've it all drawn out here. I wish you guys could see it. So, the offer and the simplest form that I can explain it, if you take the main thing that you actually want them to be buying and you bundle in a few other products that are directly addressing the vehicle internal and external beliefs. For example, “Russell, I would get click funnels but I don't know what to write.” And Russell comes out like, “Don't worry about it. We've got this thing called funnel scripts, you need to write.” Does that to make sense? It’s a bonus that he's giving away when you buy the main thing, funnel hacks? Does that make sense? So, you're trying to sell the main thing, then you have several the products underneath. This is super super techno babbly. A new niche is created when you deliver a new vehicle, a new offer. The offer the vehicle. And second, when you deliver a new story new belief that supports the vehicle. Does that make sense? A new niche, a new market is created, when you deliver a new offer and belief. It's the core of funnels. You're just creating a new funnel, selling it back to the red ocean that you stemmed out of. There was a guy who walked up to me once at an event. He walked up to me and he goes, I don't know remember who it was, he walks up then he goes, “hey Steven, I got this sweet idea.” And he told me the idea. He's on like, first I'm going to do this. And then second, I'm going to do this, and then third.” This is my stack, this is my offer. These are all products that I'm going to deliver, these are the bonuses. And at the end of it he's like, do you think that's a good idea?” And I said, “Well, who's going to be seeing it? What's the sub market that you're stemming out of? What's the red ocean that you're actually stemming out of? And he goes, I don't know.” And I said, “That’s the riskiest crap I've ever heard of in my life.” You have to know what sub market you're stemming out of, otherwise you're creating things out of your own head, your own imagination. Scary. Be creative guys, just be creative. Second, not first. There's no relationship between being good and getting paid. However, there’s a huge relationship between being good at marketing and getting paid. What I'm trying to teach you and show you guys, is that this whole thing, the core of funnel building, is a belief. That’s marketing. It's a story. You're telling a story, you're changing beliefs. It's the sales message itself. And above it, it's carrying the offer. And that's all it is. That's all it is. It was 25 minutes for me to spit all that out. But I'm trying to tell the stories associated with all the graphs, so that it helps break and rebuild your beliefs. But I hope that that makes sense. I hope that that's helpful as I say it. Because I want you guys understand why this matters so much. If you're going out and you’re like, “Hey Stephen. I went out and I created this sweet funnel. It’s not converting. Right. And he took no thought at all of the actual sales message, the offer, and stuff like that. It's going to be it's going to be rough ride. It's the reason why a lot of times I’ll make up a design that I think looks kind of cool, but I don't spend that much time on it. But my stuff converts well. Why? Because I got a sick offer that fulfills the actual sales message. That fulfills the actual belief that I'm breaking and rebuilding for them. That's why. That's why design doesn't matter as much as what you did. That's why. I want you to understand that. Anyway, I'm blabbering now. But I hope that makes sense. Just remember that at the core funnel building, at the core of a funnel general, is a belief, which is carrying an offer. All you got to remember from this episode. And you start to think through that, those are the things your funnel hacking. Those are the things you're creating in the new niche. Those are the things that will deliver a customer to you. So, I'm super excited by that. I am seriously considering, in fact Russell's suggesting I do it too, make a book about offer creation. This is a topic that I obsess over and I love the science, and art piece of offer creation. So, hopefully that was helpful. I know a lot of stuff and it’s a bit of long episode there. Good thing you guys are used to it by now. Alright, talk to you later. Bye. Hey, thanks for listening. Please remember to rate and subscribe. Got a question you want answered live on the show. Head over sales funnelradio.com and ask your question now.


2 Apr 2018

Rank #6

Podcast cover

SFR 235 - Focus And Systems...

A while little ago, in my Facebook group, someone hit me up with a question. The question was: “Stephen, would you have made $1 million faster if you’d just focused on ONE business?” ...the question shocked me. Because ...*I ONLY EVER FOCUS ON ONE THING* So, I started thinking about how it can look like I’m doing MORE than I actually am... and it has EVERYTHING to do with how I focus and what I focus on. So if you wanna get a crap ton done, (without burning out), this is for you! BECOMING THE OFFER GUY At the beginning of 2018, I had no product, no business, NOOOTHING. I only had ONE focus… My first product was in the MLM space. I built a product and a high ticket offer. Then, I spent two to three months just putting the systems in place and testing them to see if they worked... I didn't take my focus from that ONE area until the systems in place to run it. But I was kind thinking: “Hmmm, I love offers, and frankly, no one else really geeks out about 'em as much as I do. I'm gonna be the offer guy.” Russell said: “You should be the offer guy!” Dana Derricks said: “You should be the offer guy!” I realized that there hadn’t really been a full-on Offer Creation King since the early 1900’s #Claude Hopkins... ...so I was like, “Yo, I'll be the offer guy!” BUT… that didn't happen until September 2018. BUILDING BUSINESS SYSTEMS Thankfully, by that point, the systems I’d been testing in my MLM business were ninja awesome. Unless we're launching something, I spend only about an hour a week on maintenance… so, now my MLM product is kind of my back-end business. I’m not gonna shut in down… We put $1 in and we get $8 to $10 back out.  Why would I shut those ads off? It helps a lot of people, the content is good. It delivers and people make a lot of money from it.… *if they just do it* It's something people want. It's extremely valuable. No one else is doing it. I'm not gonna turn my MLM business off, but I don't have to maintain it that much either. On my side, it's all automated and systems are in place. I have: Support. Fulfillment. Phone people who chat with customers. BUT… I'm NOT touching the business on a daily basis. I'm the orchestrator. Once a week, I'll check in, but I don't really do that much of that anymore… Coulton handles the majority of stuff over there, and now he's got systems and people in place to free him up too. That's what's soooo funny about the whole argument that I would have made more money if I’d only focused on ONE thing. I ONLY EVER DID! I only focused on ONE business. HERE’S HOW IT WENT DOWN… #1: I left my job January - March: I focused solely on just that main MLM product. For the next two months, (up until about the end of April): I set up systems and teams to take over what I was doing. #2: The one thing on top of that was that I'm still pretty involved in the ClickFunnels space. So that might be the thing that some of you guys might try and slap my hand about… I DON’T CARE. I love Clickfunnels. It's like my second home. Heck, I even have Russell stickers on my phone ;-) So, I was contracted as a 2 Comma Club X Coach. I was creating a lot of content for ClickFunnels, and I was doing a lot of events and stuff still… In August, we did the first One Funnel Away Challenge, so we were developing that content as well. However, so much on the MLM side was already automated, so that I  didn’t really have to touch it. Do you understand? For the One Funnel Away Challenge, I go live once a day for 30 minutes to an hour, (except for two or three days each month when it’s a little bit more than that), and honestly, I just enjoy it. I tell EVERYONE to start coaching. People overcomplicate thing. If you start coaching, after a while, you'll notice patterns, and see the BIG problems people have... Then you make that a product that solves that problem. BOOM! That's the real reason why I coach. It keeps me sharp. I'm not gonna stop that. I’M NOT THE FUNNEL GUY By about September, I started thinking: This MLM stuff is fun, but what is it I wanna be known for?” I'm not gonna be the funnel guy, ( even though I’ve built a whole bunch of funnels), that'd be dumb. Russell is the funnel guy. He's the category king of funnels. How can I create a business that’s complementary to funnels, but not in competition with Russell? Well, I freak out and dive into offer creation more than anything else. I just bought another book called The Science of Emerging Markets; it’s super nerdy, and I'm so excited about it... My fifth bookshelf is topping out. I geek out, man. Offers are my jam. I love just offer creation. I'm trying to be the offer guy. … but that decision wasn't official until September. MY OBSESSION You have to understand that when I'm putting a product together... no other product exists in my mind. I have CRAZY FOCUS. It’s obsessive, (probably too obsessive), kind of focus.‘I can't sleep that much for six weeks’ kind of focus. And, honestly, it’s not that healthy, but it's how my brain works. I go in these cycles of insane focus... I go dead to the world. Besides my podcast and blog, no one hears from me. I barely leave my office: I'm building I'm crafting I'm creating I'm very meticulous I’m very methodical about the things I'm putting together That was true for the first 2 Comma Club Coaching program that I helped to develop at Clickfunnels. It took me six months to create that... and for the first six months after it launched, I was NOT really doing my own stuff. Besides my podcast - *NOTHING* I was solely focused on tweaking and improving the program Did it provide what customer thought was gonna be there? Was it delivering the result that I was trying to deliver? If the answer was: No? This is not clear yet! I should plug up that hole. ...then I filmed more training. I plugged any holes up. So that's what I was doing for the first half of 2018 in my own business. By the second half of 2018, I had: Systems in place People running things for me I spent almost no time, no energy,  no effort, or mental capacity thinking about that MLM business. I just ran, cash flowed and I made money. Why would I shut that off? It's NOT a second focus, though! I HAVE A PLAN I have a few buddies who run several multi-million dollar companies, and they can do that because of systems. Think about Warren Buffett, how many companies does that guy own? Did you know that he only has a small team of about 30 people... and he runs all of those businesses. I’ll bet he has some kick arse systems in place! You have to understand, I'm not a launch business.   I'm NOT just launching new things all the time... I know it can look like that, but I'm building out the value ladder. It's very thought-out. I’m extremely methodical with what I'm launching. It's NOT a second focus; I'm building the same thing. Everything is connected and intertwined all paths lead to the same goal. The book. The summit, (I have offersummit.com). My events. ...they are all part of the same value ladder. (I'll do an episode talking about my value ladder and how I structured it and how I thought through it, at some point in the future) I'm also very excited to announce something extremely special at OfferMind on which is September 2nd - 3rd, 2019… but it’s all part of the same value ladder! BECOMING A CEO I cannot run two content teams, but a system can. I cannot run an internal funnel building team, but a system can. The whole point I'm trying to say is that  I started as a marketer, but I'm also becoming a CEO. A CEO is in the business of systems. I am a marketer who's also a CEO. For Example: My internal funnel team built 80%-90% of my OfferMind Funnel. Then I plug in all the holes, edit the copy, and stuff like that. It speeds me up like crazy. A lot of you guys are marketers, but you're not CEOs yet. That's okay, but you gotta understand that a CEO is in the business of systems. I build a product, and then I put systems in place so that the time I personally have to spend maintaining it is very small... and if I can't create effective systems, then I don't build the product. That is a HUGE lesson! I've actually changed a lot of the methods I use before I design a funnel. I no longer just design the funnel, the offer, and the sales message… In fact, designing the actual funnel is ONLY on the top diagonal corner of my whiteboard On the other bottom diagonal corner, I design the fulfillment and the systems, so that when my product launches, it launches with fulfillment. Then, I sit back and I think to myself, “What’s my input required for that product?” I still wanna solve the problem that product is solving. I still wanna deliver the value that the product and the offer are promising, but I don't wanna marry it… ...and my guess is you don't either? What I'm doing is very thought-through. I'm not just launching stuff. I'm NOT the guy juggling multiple balls, and I'm NOT the circus guy with the spinning plates. I don't do that. I develop a business. Not a hobby product. I look at each one of these things: What fulfillment is required? How can I over-deliver? What's the system that will do that? Is it a process or is it a who? A hobby product is one where *YOU* are still the business. If you are the person doing it all, you don't have a business. Your process will die if you go on vacation. This is one of the reasons why most businesses will NOT succeed. STAYING IN YOUR ZONE OF GENIUS My job is to stay in my zone of genius. So the question I have to answer is: How can I operate in my zone of genius... while still delivering everything else? In My OfferLab, there's a workbook that walks you through EVERYTHING piece by piece. Each person needs to consume largely the same material, which means I would be saying the same thing every single time, so I make a course and a workbook for them to walk through. Sweet! To provide more hand-holding, I brought in in a who. That who is with them pretty much daily, answering any questions and guiding them through. I'm NOT trying to take the human out of the machine, (especially with my high-ticket stuff, I'm extremely involved with OfferLab), but I ALWAYS looking for ways to stay focused in my zone of genius. My role in my business is to facilitate my own zone of genius. … and it is NOT by me answering support emails. It is NOT by me going when someone asks, “Where is this resource?” That is NOT something I should be doing. THE GHOST IN THE MACHINE If you're busy launching your product, and you're doing all the stuff on your own, it makes sense why you would look over at me, and be like, "How is he doing all that?" The Answer is: *I’M NOT* I have ghosts in the machine. I build machines. I build systems. I'm the systems guy. I'm a marketer first, but I'm also a systems guy. I like to set things in place so that I know the same three-four things that I have to do to keep the machine moving. #Monday = I launch products… because I love Mondays so much. I love launching projects to my team: I don’t do it all. Instead, I say: “Hey funnel team, this is what I'm gonna go launch, and here's what you're gonna do. I need you to do this. I need you to do that...” … and I run through it all with them. #Tuesday = is my content day. #Wednesday = is becoming my systems day. It's where I focus on my business systems; whether that’s setting a finance structure so that we’re protected legally, or whatever… I literally write out systems that say, “ Hey Mr. Support Person, every time this happens, do this.” … this is very much the piece that has helped increase my leverage in this past little bit here. >>This is very important key stuff to understand


19 Apr 2019

Rank #7

Podcast cover

SFR 272: 10 Common Product-Marketing Mistakes

Understanding some simple 'laws' around marketing greatly increases the chance of a successful product.  It's not a linear scale. It's exponential.  A small principle massively determines a product's outcome… I was just chatting with my crew, Colton, and Austin, I asked: "What are the most common issues you see when people are talking about their products?"  You have to understand the unique position that we're in… I'm coaching like crazy,  and they're here listening, hearing the questions, and my responses… We also spend time going back and forth on principles of our own to figure out how to sell MORE  stuff… It's a very unique room! Every once in awhile, it's cool to sit back to think through what we’re learning. In fact, I picked up one of my favorite books and reading some of the pages I haven't read yet…  (which is funny as I just called it one of my favorite books… which is true, it is,! But it was a part of the book I haven't really read that much yet…) … and all these things that I’ve been teaching and going through, the guy's saying the exact same thing. I was like, "Man!"  I had this moment of stopping and reflecting on:  What am I learning? What are we learning as a team right now? … and that's been really helpful. So  I encourage you to make some time to do that also… Take a moment to sit back and think about what you’ve learnt on your entrepreneurial journey here? PRODUCT MARKETING & THE ENTREPRENEURIAL JOURNEY I recently did a podcast interview with somebody and they asked about my coaching style.  I did NOT go out to be a coach. I am a coach, but that's NOT ‘what’ I am.  I have a motorcycle, that doesn't mean that I'm a biker.  … and equally, coaching is only just part of what I do.  So…  If I have the goal of what I'm moving towards as an entrepreneur, ( and this is what I was talking about in the interview I was on)... As a marketing coach, I'm gonna go in and teach cash models - that's what I'm promising to teach, and that's exactly what I do.  I teach models that cause cash, as a rule, NOT an exception to the rule.  i.e., "As a rule, when I do that, da-da-da-da, cash pops out the other side.”  Now what happens is when I'm teaching these models, there’s this really crazy thing that happens inside of each one of us… ...it happened to me, and it still happens to me! We see the goal and we see where we are currently, (and I've talked about this a little bit in the past), but what happens is I start to say:  "Oh, you know what? I actually... I'm not actually worthy to pull that off yet." And maybe ‘worthy’ isn't the right word, but, "I'm not ready to pull something like that off yet???" The ‘me’ of even a year and a half ago could NOT handle what I'm doing right now.  …  it has nothing to do with systems and teams and all that stuff, ( I have those things now), but the ‘me’ of a year and a half ago would NOT be able to pull off what I'm doing right now…. There's no way! I've grown way too much since then! So what happens is we're like, "Hey, I'm gonna go hit this goal," and as we start progressing towards the goal, all of these little blocks, all these obstacles pop along the way.  Bam, bam, obstacle, obstacle, obstacle, obstacle… … and tons of false beliefs about our capacities and our ability to move forward: What should I be selling?  Who should I sell to?  "Oh, you know what? I'm glad that business didn't work, otherwise, I'd be stuck selling in it."   It's like these scales that pop away from our characters and these character flaws just start melting away from us. ...and this is a very not-fun thing to go through! It's one of the reasons why so many people don't make it.  It has very little to do with the model that we're teaching.  99% of the reason someone doesn't make it in this game is that they can't hack the growth. That's it.  And that's a false belief - EVERYONE can hack the growth.  I'm watching my little one-year-old:  She's walking She's eating She's teething ...she's going through a whole bunch of growth and it's super similar to going through growth as an entrepreneur.  You can handle it, EVERYONE can handle the growth, but what they don't have is confidence in their ability to execute.  Now that you know that about yourself, (and all these character flaws and things start popping up), what you have to be cognizant of is:  "Oh my gosh, I have these character flaws I didn't know I had."  Here’s what to do: Write them down! Write them down!  Become conscious of them.  Don't tackle 'em all at once. Don't compare yourself to another person. It's you against you, and it's you against yesterday.  ... so start writing down all the things that you're starting to see in yourself, like, man… not that we're seeking perfection...  That's not what it’s about either!  However…  I can't do a podcast if I'm afraid of speaking -  which I was! I can't sell if I'm afraid of talking.  I can't sell if I'm like, "Man, I don't know how to use ClickFunnels."  ... I’ve gotta go through a little bit of a learning curve to learn how to use ClickFunnels!  And all those pieces  ...that's why people don't make it.  People ask, "Stephen, is this gonna work for me?"  "Uh, yes! But are you gonna work for it?" *Flip that question around* Are you willing to do that? I SEE PATTERNS As I watch some of the patterns inside of my audience and the ClickFunnels' audience, and other places, these are 10 reasons that I see  (just right off the bat) that someone's product isn't working.  Just by the way they're speaking about their product, I know, "Oh, that's easily why it's not working for you."  HOW TO MARKET A PRODUCT #NOT! This is NOT a definitive list. This is the list that we just riffed off real quick the most common things that I see when it comes to…  Why your product is NOT selling  Not really doing a great job at marketing  Issues when you talk face-to-face about your product.  Massive issues and false beliefs around your capabilities. So these are 10 things, (again, not definitive). I wasn't even going for the number 10, it just happened.  I don't wanna rank these and say, “This one’s more important than this one." That's NOT what I'm saying at all, but if you are doing any of these in your product marketing, you won’t be selling as much as you could be! 10 MASSIVE MARKETING MISTAKES  #1: TRYING TO SELL EVERYBODY (...and this is definitely one of the BIGGER reasons why people don't sell well...)  Don't do that!  Not everyone is a dream customer of mine. I'm not trying to sell everybody.  I used to try to and anything that had a heartbeat.  "Come on over here. You keeping your options open?" … and all this stuff! I kept trying to sell anything that had a heartbeat, and I went through 17 tries and then I learned what funnels were, and then it was another 17. The second 17, I actually was breaking even -  I was actually making money.  It was more money than I'd ever seen. It wasn't tons, but it was like, "Wow! It’s working.”  One of the major differences between my first 17 attempts (over three and a half, four years) versus the 17 afterward, (which again was another three and a half, four years)...  YES - it took me a long time to try and figure this out!  "Stephen, it took you *that* long?" Yeah!” I'm sharing all the lessons so that you don't have to go through that - 'cause it sucked.  Hopefully, you're coming to OfferMind, so I can share more lessons with you. To counteract this tendency to sell EVERYONE ...  I get extremely clear on ‘WHO’ I want to sell.  The more clarity you have around ‘The Who’  the easier this entire game gets! #WorldsEasier.  It's so much easier to figure out what you're gonna sell when you just know:  ‘WHO’ you're selling WHAT their issues are.  Anyway, that's #1 #2: SELLING PRODUCTS THAT ARE BETTER THAN THE REST OF THE MARKET *STOP*  In fact, I saw a post yesterday and I was like... (crap, what day is it? It's Tuesday, it might have been two or three days ago)...  Anyway, somebody said, "Who wants to get on and help make a better ClickFunnels?" [laughter] “And maybe we could go get funding for it?"  People started talking about how much money they were gonna go get… "Let's go get some VC funding. And yeah, who knows a coder that knows how to code some stuff?" And I was like, "Man, that is destined for some serious failure already on so many levels."  Not just the fact that they are taking on VC funding, but the fact that, by very definition, they were trying to make a better ClickFunnels! ….they’re already destined for failure. ClickFunnels is already the category king of the funnel world. Be prepared to fight over the scraps, my friend.  Clickfunnels has 80% of the market share, so here's your tiny share!  ClickFunnels has something like 350 plus employees. I don't even remember how many devs they have any more, but it's A LOT. The overhead they have just to keep the company up and moving... are you prepared to compete with that?  That's exactly the fallacy that people have though! This is in any industry… For example; let's say protein.  Someone's like, "Oh, I'm gonna go make a better protein powder."  That sucks!  Man, pull a Bulletproof Coffee. Dave Asbury did a completely different thing than, "Let's just make a better coffee." He's like, "Let's put butter in it?" #What! The key here is that you don't want to be better, you wanna be different or new.  Stop trying to be better. I'm NOT trying to be better - that's why I'm NOT the funnel guy even though I was a funnel guy at ClickFunnels.  It would be actual suicide for me to position myself as the funnel guy. I didn't do that on purpose. I'm the offer guy 'cause it's complimentary. Offer creation was different, no one was doing it.  Be different rather than better.  Be new versus better. *DON’T BE BETTER* Go read the books Play Bigger and Niche Down - those two books are awesome and very much talk about this piece.  So, go in and…  Study and learn how to create things that are different.  I'm just gonna leave it there. This is NOT meant to be a dissertation.  #3: PEOPLE DON’T KNOW WHAT YOUR FIGHTING *FOR* OR *AGAINST*? I did an episode about this very subject recently -  'cause this is a HUGE deal, and it's the reason WHY I wear The Capitalist Pig T-shirt so much.  The moment people understood what I’m personally, (not just product-wise), fighting for and fighting against - it calls the people who share my beliefs out.  They're like, "Oh my gosh, me too."  And guess what that did?  It definitely caused a divide.  I'm NOT trying to divide people; those thoughts and opinions about what I fight for and fight against, they were already there. I didn't create them. I'm trying to see what my market is fighting for and fighting against and which ones I agree and completely disagree with, and then just be  REALLY LOUD about it.  Just be more opinionated about the opinions I already have. I'm not creating it, I'm just being louder about it.  The mistake is when your customer has no idea what you fight for or fight against. People wanna buy what you fight for and against as much as they wanna buy the product.  In fact, I think it was Seth Godin who said that there’s never been a time in the history of humanity where there's been so much de-tribing happening.  There's never been a time in history where there's been so much separation amongst people.  People are wanting a tribe.  People want to know where they should be and feel included, but equally, they don't wanna be in places where they're not supposed to be.  There are two equal levels...  They wanna be included They don't wanna be where they're not supposed to be.  I'm giving people a place to belong by using the statement: My name is --------- -------- and I am fighting FOR ------- #Blank ?! and fighting AGAINST ------- #Blank?!  By using this statement, I'm actually being a voice for a core human need.  When people don't know what it is that you're doing, (all you're doing in their eyes), is trying to sell 'em another product.  When I know what you’re fighting against, I'm joining with a purpose.  I'm saying things like: "The product is the way to fight for----- #Blank. The product is the way to fight against------ #Blank." People don't know what you’re fighting for or against unless you can declare it.  Know what that is that you’re fighting for and fight against. I'm fighting for----- #blank! I'm fighting against----- # blank!  I fight for ... Entrepreneurs, especially new ones Entrepreneurs that have done a million to 10, and they're trying to get even bigger And…  I fight against Socialism.  That’s it in a nutshell.  I’m not saying don’t help people, that's not it at all. I just believe I can help more people when I'm rich than when I'm poor.  And BOOM! ...if loud about that offends you,  I completely understand! …. but just take the lesson. *That's* exactly what I'm talking about.  There are people that are gonna want to learn from me because they're like, "Yes! I’m for and against those same things Stephen." And then there are people who were like, "No, I don't wanna do that."  Fight for, fight against.  The way to help solve that mistake is just to listen.  Once you know who your dream customers are, listen to what they’re fighting for and fighting against and start sifting through… Oh, you know what? No, I don’t fight for that!  I do fight that one I fight against that one.  I fight for that one  I fight against that one.  “Thank you, dream customer base. I’m already really passionate about that. Why don't I have that be my *FOR*” I keep listening, listening, listening - that's how I chose what I’m *FOR* and *AGAINST* #4: LEAD WITH THE PROBLEM Now, this is a pretty common mistake.  I don't remember what the stats are on this, but literally, we're seeing thousands of ads and brands every day...  ...even if we don't know it, they're just always around us, ads and brands all over the place, thousands of them.  Most people are leading with is their solution. Products are essentially a solution.  And what they're going around and doing is saying like, "Hey, come follow me over here... solution, solution, solution, solution.”  That's actually an issue.  Unless they're actively seeking a solution, (which sometimes people are), but a lot of times people are not… Make sure you lead with the problem, NOT the solution, and the way to do that is to actually know what problem you solve. I feel like most of the time when I'm watching somebody's funnel, they don't know what problem they're actually solving.  You should be able to say, “This is the problem that I solve."  if you can't say that … If you don't have clarity about what you do or the problem you solve, your customers don't either.  In order to lead with the problem, you actually have to know what problem you solve - know the problem.  #5: SELLING FEATURES This is super common, I see this one a lot. I just got this Apple Watch and they're freaking cool. I've really enjoyed this thing. I've only had it 24 hours, and I'm amazed! But I'll tell you, all the features are NOT  what sold it to me. What sold it for me, were certain stories about people using it and it actually improved their lives.  It had very little to do with features.  There are a few features I was excited for, but that's not ultimately what did the sale. What made the sale was my own narrative:  Oh man, I wanna get healthier. I realized that I actually do spend a lot of time at the desk.  I know what I track always improves, (even if I don't do anything else with it), if I just simply track it, things will improve. Why don't I track my health and I can become the identity that I know that I am, which is an athlete.  It's just that I've been an entrepreneur in the past a little bit and getting the stuff off the ground… I have’ an identity’ that the Apple watch gets me closer to.  So stop selling with features, no one usually cares.  … they're cool little ‘attaboys,’ but they're NOT usually the reason why somebody buys. Buying for features is very, very, very seldom, and don't seek to be the exception there either because...  Story is greater than features. Oh, what's up son?!  *Story is greater than features* - just keep that in your mind.  If you're like "Oh my product needs one more feature to really make it awesome in order to sell." #TruthNuke! Features are NOT what they're buying in the first place.  Do you have a story? This is a BIG one. People start with talking about what's in the offer - and you gotta tell people what's in the offer but that's so secondary, it's like number 99 down the line. Features are NOT what causes the buying emotion. ….if you don't believe me, go find the podcast episode in Sales Funnel Radio called My Favorite Book, aka The Fake Book Story… … it’s the epitome of this principle! Anyway, I'm just gonna keep going on these…. #6:  TALKING ABOUT THE PRODUCT, NOT THE CUSTOMERS PROBLEMS  I’ve kinda talked about this one a little before, but you’ve gotta lead with the problem during your actual conversation with people...  Leading with the problem is how I create:  The Offer  The Marketing Message The Story  But I'm saying ‘in the actual conversation’ you're having over the phone or face-to-face, do NOT just start talking about features.  The conversation needs to be guided around their problems.  Of course, you're not gonna call them problems and come right out and ask, "What are your problems?” They're not gonna call them that, right?  That's NOT what I'm saying at all.  But you're gonna focus on their issues. Too many times, people walk up and talk with some other person, and they say, "Yes, and the product is this, so it'll... And the product is this and does this and is this, is this….”  And most of the time, somebody who's purchasing won’t always see how your product solves their problem.  That's why you have to focus on the problem. You lead with the problem.  As far as conversation goes, it's about their problems, NOT your solution. Eventually, you gotta get to the solution, but don't start that way.  I guess that was kinda a remake of #4  #7: TECHNOBABBLE Technobabble isn't bad when you're talking to someone else who understands it!  But if you don't understand it, “Man you feel lost in the sauce.” A few nights ago, we had some friends over to hang out and play a fun card game, and it was awesome, but they started talking about a show  that neither my wife nor I had seen… …. and I'm not gonna lie for a little while there it got a little bit awkward.  And I know they read this, ‘What's up guys!”  ...but this is to illustrate the principle. (I'm laughing because I'm gonna be made fun of for this… but I've never seen Stranger Things ... I'm planning OfferMind, baby!)  However, we've all been in a scenario where you're just like, "I don't understand what they're talking about," and it's fine…  But…  In a sales scenario, a confused mind always says, "No."  I love Experts Secrets where it talks about how if there's anything that you perceive as being technobabble, you add what's called a kinda like bridge...  ...that's what Russell calls it and I love that title for it.  So instead of using technobabble, you add a ‘Kinda Like’ bridge Instead of saying like, "Beta-hydroxybutyrate,” you say, “...it's kinda the coals on fire at a campfire. You know how they burn a long time - that's kinda like what that is.”  Then your customer's brain is like, "Oh, I get it!" The human brain learns by building off where it already is.  We don't learn these random pieces of information and then be like, "How does that connect?" There are very few people on this planet do that.  Instead, we learn by starting at a place of understanding and then seeing how it relates to the NEW thing.  That's how we all learn, and that's how your sales message has to be.  Does that make sense?  #8: NO ORIGIN STORY In general, some of these mistakes are slightly overlapped, but when there's no origin story that's a massive mistake.  The Origin Story is the easiest of the stories (usually) to create, but it’s also the one that can take more time.  Just 'cause it takes more time doesn't mean it's hard, but it can take more time. You have to go through and test it and see which parts of the story are actually resonating with your people. People are buying the story.  One of my favorite examples was at an event I was speaking at a little while ago; I told everybody to close their eyes and I said:  "Guys, I wanna tell you about this really amazing time and I'm gonna lie my face off." I’d already done The Fake Book Story, so I was like, "Hey, I'm gonna lie my face off, but it's to illustrate another principle, check this out….”  I came home from my college classes one day and I walk up to my apartment. I open up the door and the moment I opened the door, there’s an amazing aroma of food.  You can tell that there's been preparation in there. I open up the door and I just get hit with this big old blast of amazing food smell...  ...and sure enough, on the kitchen table in our little apartment, there was this incredible spread of food. I kick my shoes off and walk across the floor over that one place that always creaks. You know that spot - it ALWAYS creaks down.  I walk over and my wife is there making this amazing spread of food. She had on this apron and I totally dipped her back and gave her a kiss, and we just had a fun evening together. Then, I stopped and said, "Okay, now let's think about this, what food did you imagine?" I had people saying…  Pizza Thanksgiving Lasagna  What's funny is everyone had imagined a different spread of food.  I said, "That's really interesting. I was imagining a different kind of food than you all did -  that's weird, that's my story though.” I said, "Now, what was the color of the door that you opened up?"  And people were like… I was imagining this house we used to live in  I was imagining this apartment we used to live in.  I was like, "Oh, that's interesting. We were living in these college apartments with a blue door."I remember that blue door.” I said, “ Now what was the color of the carpet?"  Everyone had a different color.  I said, "Well, that's weird." “And then I walk across the carpet, and remember there's that one spot that squeaks, do you remember what the squeak sounded like?"  ...people started making the squeak!  I'm like, "That's funny, man. The squeak was different in my head than in your head. That's really crazy. I wonder why that happens?” You have to understand that telling a story allows others to become the protagonist in ‘your’ story. They become the main character in your story and they use their backgrounds and facts and experiences to experience your emotions.  That's why story is so powerful.  To not have a story is NOT a small deal, it's a HUGE deal.  Story is what people buy; people don’t buy the offer, the offer is just the justification, The story is what creates the buying emotions.  #9: SELLING THE PRODUCT, NOT THE TRANSFORMATION Said another way…  People are selling the drill rather than the hole. You're selling the sizzle, not the steak.  You know what I'm saying?  You gotta sell what your thing allows them to become and do and why it allows them to get closer to the who (#MyAppleWatch 😉) they know they are. It’s very easy to buy and justify certain things when people are like, "Well, I am a----- # Blank.”  And you're like, "I know. That's why we created this so that you can have that!” They're like, "I get it!"  It’s very easy to sell stuff when you sell the sizzle, not the steak.  #10: NOT CLOSING Probably the number one reason I notice people don't make sales is that they don't close - they just don't ask for the sale.  People go in and say, "Well, I told the story, Stephen. I have an offer. I had a great hook."  I'm like, “How come they didn't buy? Tell me what your closes were? What were the logical reasons to act now?"  “Well, I don't know if I had any closes?" *COUGH* Well, that would be the reason no one bought! People are waiting for permission to take action; most of the time you just have to give it to them.  Q: “Is this something you could see yourself actually using in the future? 'Cause I feel like it could be a great fit for you.”  A: “Oh yeah, totally.” Q: “Do you think that this would be something that you'd want sooner or later? Would you want these results now or maybe in a year from now?” A: “Oh, you know, I'd like them now." Q: “Debit or credit?” BAM! Just go straight in for it.  … and usually, the sale begins if they say, “NO.” RECAP! These are some of the major mistakes people make when they're talking about or selling their product.  They sell it to everybody, but not everyone's gonna buy. In fact, there's a dream slice that is pre-destined to purchase. I want them.  Selling what's different and new rather than what's better. No one cares about the better.  What are you fighting for and fighting against? That lets them join with you.  Lead with the problem, not the solution. That's very key, that's a HUGE marketing lesson.  Story outweighs features -  'cause they're not buying features. They're buying the story.  Your conversation about the product needs to be focused on their problems, not what you do. They’re like, "Oh man, I thought this was about me and if it was a good fit for me? ...and you just keep talking about yourself Sales guy!" Don't technobabble Make sure you have an origin story  Sell the problem not the solution Always close I wanna thank you so much for being part of what I do, and hopefully, you’ll choose to come to OfferMind. BOOM!  If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?  That's what I struggled with for a while until I learned the formula.  So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.  Wanna come?  There are small groups on purpose, so I can answer your direct questions in person for two straight days.  You can hold your spot by going to OfferMind.com.  Again, that's OfferMind.com.


27 Aug 2019

Rank #8

Podcast cover

SFR 167: My Favorite Traffic Methods (AND WHY)...

Ho, oh, boom! What's up, guys? This is Steve Larsen. This is Sales Funnel Radio. Today we're gonna talk about my four favorite traffic methods. I spent the last four years learning from the most brilliant marketers today, and now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without V.C. funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? Hey! I know it's already right on the whiteboard right here... (for those guys who are listening, obviously I'm going to explain everything as well.) I wanna walk through this here real fast. It's a question I've been getting more and more frequently, and if you guys don't know, I actually don't like driving paid ads. Now, please understand what I'm saying, we drive paid ads. But I don't want to learn how to do them. When launched one of my first products I went and I put it out there, and I was super excited, super stoked. I was like, "Look! I birthed this amazing thing, World! Hey, this is incredible, it's amazing!"  I was so proud of myself because after a year it had done 60 grand with no ads spend. It was a little over a year, but I was like, "Oh my gosh, check this out!" I remember feeling really excited about that. I was like, "I am the freakin' man, everyone bow to me!"  I wasn't saying that but, in my mind, I was like, "I finally did it" I finally made something work.  It was after a lot of tries. A ton of tries... and finally something worked, and I was proud of it. I was really proud of it. I remember feeling so proud that I hadn't spent any ad spend, and it was still doing that well. I don't remember who I was listening too, I think it was a Joe Polish thing, and some of Russell Brunson's stuff. Anyway, all of a sudden I had this epiphany: "Shame on you, Shame on you, you're not spending money on ads, right? I  started realizing that a real marketer would wanna be able to spend as much money as possible to acquire a customer, right? If you think about those massive marketing phrases: "Whoever can spend the most money to acquire a customer wins." Those are like, laws of marketing. And I was like, "I'm not even spending any money. Crap! That means I'm not actually a marketer... I kinda accidentally came into that cash." I was like, "I need to be able to spend as much money as possible  in order to actually acquire customers." So it changed everything for me. I started going through, and instead, I started building out funnels where not only the price point allowed me to dump cash back into it, but I started structuring to remove my ad cost. But I was like, "Wait I don't actually wanna learn how to do this ad game." And I know that might sound crazy, but I really wanna just stay on just the funnel-building offer creation peak.  I wanna stay on top of that peak. I used to climb a lot of mountains we did a lot of backpacking growing up. I grew up in Colorado. I loved it, absolutely loved it. Time with nature. Super cool. Teaches you a lot of stuff. But I never once, funnily enough, climbed two peaks at the same time. It's a weakness of mine to try and do lots of things. But I started looking at what I was focusing on in the same way as climbing mountain peaks. Now I don't want to be a renaissance man. Renaissance men don't get paid anything. Obsessers get paid. So, I'm gonna stay on my obsessing peak of just being the offer creation guy, and teaching people how to build inside of a funnel. That's really what I do. And that's what I'm really freaking good at. So I'm gonna stay there. If I go and learn something like ads, that's gonna distract from my peak. That's gonna require me to come off my peak and try to climb another one high enough to make the other one successful. That doesn't make sense. I know many times I've dropped the fact that I'm going to interview my amazing team. There's one specific thing I've been waiting for in order to do it, and I'm so excited for it. It's gonna be really, really cool. Soon as it happens I will get my team in here and I will interview them. I found an amazing ads-driving individual, and she's incredible. She's absolutely amazing. I'm like, oh my gosh, blows me away. Very, very good... I personally like to obsess. She obsesses over the act of driving Facebook ads to the degree that I obsess over building funnels. I wanted someone like that, and you should find someone like that. If someone's like, "I don't know... Hmmm, I can do it." Don't hire 'em. Hire someone who's ridiculously obsessed. Somebody who, it's not logical how obsessed they are. That's the kinda person that you want. It took me a long time to find, a long time to find her, but I found her. She's amazing. But what do I obsess over traffic-wise? I know you guys can see right here, but I'm gonna walk through real fast these four things to show you guys how I actually get traffic. These are my four favorite methods of getting traffic. These are my four favorite methods of getting sales, specifically. I don't like to obsess just on the act of getting traffic, I obsess over how to get sales. That's a different question. Now, traffic is money, but I don't just wanna get eyeballs. I actually started out as a traffic driver - you guys might not know that? I was driving traffic for Paul Mitchell. It was right about the time I started learning what a funnel was. I was like, "This is really interesting, huh." My buddy and I, (I actually I think it was Colton, he's sitting right over there) we were driving traffic to the first funnel that we ever built. That's how we got Clickfunnels. It was called Fixed Insurance and it was for smartphones. It was smartphone insurance, and it's literally what we used to get our Clickfunnels account paid for. It was really, really cool. We didn't make any money, but we broke even, kinda. Anyways, it was good. I started experimenting with different traffic methods and I remember once I got 53,000 people to a website in two days. And I was like, "This is awesome! I must be really good at this!"  I could get a lot of eyeballs, guys. But then I started thinking: "Wait, how come I didn't get 53,000 sales?" And I started learning about conversion, and squeeze pages, order pages, and opt-ins. Anyways, that's one of the ways I got into it. So yes, traffic is money but only if you have a good funnel. So I like to obsess over the sales methods, not just traffic methods. So please look at what I'm sharing today with that in mind. All these methods will get you eyeballs on what whatever funnel or event, or whatever thing you're doing. But there are specific ones I like to use that I know will give me sales. And that's the reason that these are the four that I use. I've been very methodical about this for years and I want you to see why I do what I do here. .... And I'm gonna shove this down your throat again and tell you, you all need to publish! Publishing is by far the easiest, the best, the greatest, the most beautiful, the most evergreen way to get traffic and sales you will ever have. Ever! I have never put a dollar of my own into my business. That means I've had to grow it a little bit slow here and there but, man, that was great when I was working a nine-to-five. How did I do it? Publishing Publishing. I produced value for the marketplace. I was just trying to talk to people who knew who I was. I was trying to solve problems for the marketplace. That's why Sales Funnel Radio exists. That's the reason why my podcast does so well and there are other sales funnel podcasts that are out there that don't. If you have a product out there, and it's not doing amazing,  you're probably focusing on how to get sales more than trying to figure out how to solve problems for your audience. Just figure out how to solve more problems, and cash always follows. Okay, rant over on that one. So number one, go figure out how to publish. Figure out some way you're gonna publish. And the cost to publish (that's what the C is right here.) The cost of publishing, frankly, is time. That's it. Which is why publishing is great if you're just starting out. Time, that's it. Time is the cost of publishing. It'll take me half a day to get my episodes out For an entire month's worth of content, maybe a full day. It depends if it's a video or not. The video episodes are more challenging than the normal podcasts. Anyways, I digress... The money potential with publishing is very high leverage. Your sales look like this... A lot of this comes from the Hollywood model. How well do you think sales would do on movies if the first time you heard about the movie was the day it came out? Not that good, right?  It actually could be quite bad, right? The sales would probably plummet. Think about it, how come we know what the box ticket prices are on these movies when they launch out there so well? It's because they build up all this pressure forever. then they're like, "Wow! In two weeks, thirty million dollars! That's crazy!" They're building pressure. That's one of the major, major benefits of continuous publishing. Right here, is what my sales from publishing look like;  Big spike as I build up a lot of pressure, and as I release the pressure for the sale, a lot. It's usually short-lived, but it can be a lot of cash. It never really goes down to zero, though. Because people continue to find things that you're publishing. They find the videos. They find the podcasts They find blogs, whatever. And that content lives on the internet for your life. That's the other reason I publish. I'm literally creating a high-leverage asset that is here for the remainder of my life and my kid's life. Which means the call-to-action, all the stuff I say inside of it, it doesn't go away. It's there forever. So it looks like this, and it'll drop down but it never really goes to zero. It'll kinda stay consistent for whatever it is you're selling. This isn't a scenario of selling just one product. Now the next traffic method that I really, really like a lot... I'd say kinda both on the same tier, is affiliates and Dream 100. So let's talk about affiliates first, though. What's the cost of having affiliates? Well if you have Clickfunnels, it's nothing, right? But there is the cost of time, 'kay? It's time and training. Time and training. I'll say T and T there, 'kay? Time and training. I've never been able to have a very successful affiliate campaign without teaching people how to actually use my affiliate link, right? So that's the reason why I create programs like Affiliate Outrage. (Which by the time this is out should be out.) We had to wait a little bit because of a few things, but if you wanna know how I train my people, there's a 30-day program teaching you exactly how to be an affiliate. You can use it for anyone's products, but I'm subtly hoping you'll promote mine, 'kay? Which makes sense. I interviewed 15 experts, and they came in, and they talked about how to go in and use the platform they're an expert in to sell other people's products. You get all that inside of there and pre-built funnels. It's awesome. The cost of me building out an affiliate army is a little bit intense. Building an affiliate army cost me time, it's a lot of time.  My gosh, lots of time - and some training to set up an affiliate program. The training is what takes the time. It doesn't take a lot of time to set up an actual affiliate link, that's easy in Clickfunnels. What do my sales look like with affiliates? Let's say I'm not doing something like an affiliate contest... Isn't it funny, I said these are my favorite traffic methods, but what I'm really tracking here is sales. Who cares about eyeballs if they don't buy anything? I'm tryin' help you guys see money potential, the cost to get that traffic method, and the potential amount of cash that I typically see from each method. Now, I know someone's probably gonna fight me on that... please understand that these are very, very plain-flavored, very blank kinda general statements on this stuff, 'kay? Generally, my sales from affiliates, without an affiliate contest or any no incentive behind it are... We do have a cool incentive; we just found a way to give people new iMacs without having to sell that much stuff. Ha, ha! Really cool. But typically, without incentives,  sales start out low and kinda steadily increases - especially as you get people to put your affiliate link in things that they're building. Especially when you get people to put your affiliate link in things that they're publishing or promoting or stuff that stays out there evergreen, forever, right? I'm not talking about people who only drive traffic. That's a good method, but typically for how I use affiliates, I can expect there to be a kinda evergreen, steady, slow increase in the cash that's coming in. Let's look at Dream 100, 'kay? Dream 100; what the cost of Dream 100? There's really two costs for the way I use it - which are a little bit more time and money. Colton's my affiliate manager slash Dream 100 manager. He's studying our Dream 100 people and teaching me about them. Helping me understand who they are and what they like.  We're learning together about these individuals and creating relationships, right? That takes time. Holy crap, that takes time. Dana Derrick's has a great book about the Dream 100. The first position he encourages you to hire is an affiliate manager. It's what Russell encouraged me to do too.  An affiliate manager, that's your first hire. Not support. Not an assistant. You need to get a revenue-generating position filled. So the first cost for Dream 100, is time. We'll start to send out little funny things. We've got the rubber fish thing over there. We have a bunch of stuff. We have little flash drives we send out that look like those message in bottle things. We got cool coins that we send out to 'em. It's not that expensive. I was on stage teaching one of the final FAT events, and Dave Woodward came up. He manages a lot of the same things for Russell, or he did that the time. Anyway, I asked him how much do you spend on your Dream 100 packages to invite people to promote"Expert Secrets," and he said about 25 dollars. 25 to 35 dollars, something like that. I asked: "Can you measure how much cash comes in for each package?" And he said: "No, it's like thousands of dollars."  Huh, I've never seen an investment do that well. 25 bucks for a package, thousands of dollars back out. Like that's amazing, right? So anyways the cost of Dream 100 is, time and some money. But it doesn't need to be a lot of money. I like to send out packages, but you don't need to do that, you could get a relationship with somebody by just solving a problem they have. Bam! You've done Dream 100. Dream 100 does not just mean packages, 'kay? It doesn't. It means relationships. Anyway, what the money potential of a Dream 100 kind of strategy? Well, you might take some time to build up some of these relationships, so typically, not always, but typically it looks kinda more like this: No sales for a while -  a few sales - no sales again for a while - a few more sales. And then suddenly one of these Dream 100 relationships pays off, and you get this big massive win. Boom! This huge amount of cash comes in, right? These are the big wins. You get all these tiny wins and boom! So it kinda looks like a stair-stepping kinda graph, right? Where it's like, "Hey, cash!" And then nothin'. Lots of cash! And then nothin'. Big cash! And nothin'. Does that make sense? So that's what you kinda typically expect the way I use Dream 100. That's what I expect for it to happen. So, there's no cash for a little while but man, you start settin' up, someone agrees, "You know what, yeah. "Let's do a joint venture together. "Promote your thing to my audience. Cool!" And I'm like, "yeah! I'll give you 50 percent for that" I do that for anyone who has an audience. If you guys are interested, reach out to Colton. So anyways, that's what I do. I give you 50 percent - that's kinda how the cash kinda works. See, how these are all kinda working together? Let's go onto the next one. Ads! What's the cost of ads? It's the exact opposite of how I handle Dream 100. It's a little time, but it can cost a good chunk of cash. Now the key for me here, in fact, lemme erase this quick here, Check this o-out. ♪ Yee-hee ♪ By the way, while I'm doing this, ♪ thanks guys for being a listener. Really means a lot to me. Okay, but think about this; the Dream 100  is the exact opposite. It can be a lot of time, and the cost is typically just a little cash. Anyway, so it's the exact opposite of ads. Now I'm not gonna go and learn how to do ads, right? So that's something that I outsource. I outsource the Dream 100 stuff too. I like to do the affiliates thing 'cause I like to do the training, and I do the publishing because I'm the attractive character of my products. That's the guru biz, right? I hate being called that, but anyway. I digress... The cost though of getting the ads out is a little bit of time, 'cause someone else is mostly handling that, right? It can be more expensive when you start spending ads. Think with me for a second, if I've gone through and I've been publishing, and I do kind of the model that Hollywood follows... I'm not saying you start publishing six months in advance before you launch your product. I'm not saying you put that kinda timestamp out there but let's say that you're like, "You know what, I'm gonna get my stuff together, get my crap together, and I'm gonna start testing sales messages, I'm gonna give myself two months. In two months, I'm gonna have my product out and my first sale in my hands." That's plenty of time to start publishing, 'kay? You could even do a month. Start publishing, publishing, daily, daily publishing. I'm talking, Facebook Lives, or  YouTube or whatever. Just be consistent with whatever the platform is. Just marry the platform, right? Now you've launched in and boom, you get an influx of cash.  Do not take profit. I did not pay myself for the first three months of this year. We lived on savings. I took all that cash and dumped it right back into the business. Where? Ads. My customers paid for my ads. I built pressure ahead of time; then I went into the ads game. Affiliates.  I've got a cool affiliate program. It's epic. You should all promote it... That was subtle. We've got cool affiliate rewards. A training program that's like no other on the planet on Earth. Affiliates bring a steady slow increase of cash into the business.  And as people win, other people start to see like, "Yeah, I wanna keep promoting." Unless there's an affiliate contest, it's slow and steady. I started as an affiliate, so I have some I have some affinity for affiliates. And that kinda how it typically works. The cash kinda grows, "oh look!" and it's slow, steady growth. That's how it works with my business. So now ads. Ads typically for me, are very methodical in the beginning. It's not like this huge, big thing. Don't we go test with like a grand, 'kay? We test with like five bucks. Five bucks, ten bucks, then fifteen, then twenty, right? And we keep the ads spend small and see what the markets' reaction is. There were some people I built funnels for in the past, and they're like, "Hey we got this funnel, it's not quite converting." I asked: "Okay, how much are you spending on ads ?"  "Well, we went, and we borrowed a quarter million dollars and put it into ads." I was like, "A quarter million bucks! How fast did you spend that?" I don't remember if that was the exact number, but it was monstrous. And they wasted all of it and made hardly any cash. I don't know that much about ad spend. But I do know that is the wrong way to scale 'em though. Terrible, terrible. That's trying to run the Boston Marathon after deciding to do it the day before. That's CRAZY- that's ridiculous. You're not prepared. You're not scaled, you're not figured out, your body has no idea how to handle it, 'kay? The exact same thing here with ads. So with ads, typically what I see is little, tiny cash. Little, tiny cash. No buys. Then scaling. Then scaling. Then scaling. And they're getting bigger. And they gettin' bigger, right? And it kinda looks like those like stair-steppers, right?  It's increasing at a stair-stepping rate with sale, sale, sale, sale, sale, sale, sale, sale! The frequency of sales increases. The pressure increases as you kinda open up, woosh! So, look at each of these graphs together. I've got money potential; the amount of potential of cash for publishing. Now, this is just promoting one product.  I'm gonna go in and do other events, so I'll get definitely influxes of cash. Let's say this is a 60 day period here: Not that many sales for Dream 100 for a while, right? And then bam! Nice win, right? Bam, nice win! Now so, affiliates again. Kinda slow, slow cash comin' on out so I always start with publishing so that people start gain affinity for the product prior to me selling to them -they just don't know that. Then I go in and I love to do things, I like to do affiliates and  Dream 100 kinda in tandem. This is not necessarily the order, 'kay? Publishing is always first. But these other three, that's not necessarily the order that I do them in. I typically go publishing, take that cash, go directly to back into ads, and then start getting relationships with Dream 100, then I figure out affiliates. Which I probably should've numbered them the other way. It's exactly what I've done for my own business. So look here, kinda combine these in your mind's eye. What gives you the huge wins? Usually, Dream 100. What kinda keeps the doors open? After, after publishing, what kinda keeps the doors open? Ad spend and affiliates. They kinda scale slow at the same time. We're gonna do things like contests, events, big giveaways, and huge rewards to create pressure. We literally have a sweet event coming up soon. We'll teach you how to actually promote with Affiliate Outrage. Then we're gonna do an affiliate contest, and then we have an event for the top 20 people to come and just hang out with me for two days. I'll help them and look at their stuff - which is ridiculous. I charge 30 grand a day for my consulting.  So it's huge value to them, but it's a huge thank you from me as well. Back and forth, it scratches both our backs. It's awesome. Right, so that's what we're gonna do. I'm really excited about it. We've gotta mixture of slow steady cash coming in, and big wins coming every so often with the Dream 100, Bam! Bam! Bam! Ever increasing ad spend as you profitably... ooh, I love that word, "profitably" increase ad spend and "profitably" spend ad money.  It's not your own money. You took that initial profit and dumped it back in. So anyways that's my traffic strategies. So when someone's like, "How do you get traffic to this? I'm like, "Well, are you willing to be the attractive character?" If they're like, "No, I won't publish." I'm like, "Alright, well, are you willing to spend some time to figure this out?" They're like, "No, I won't." Well, okay. "Are you gonna spend some money?" "Well, I don't have any money." "Okay,  then your funnel's dead. Alright? Case closed. Well, see you later." And that's true! You gotta buy your customers somehow. If it's not with money then it's gonna be with time. If you're not willing to spend time, like, be willing to go door-to-door. That sucks. 'Cause there's really three costs. There are three ways to buy a customer. )And I'll end with this here, 'cause this has been a cool episode, and hopefully, you guys got some cool stuff from this.) Three costs are this: You could buy a customer with money like ad spend. You could buy a customer with time, but there are two kinds of time. There are two kinds of time, and I'm very careful to spend one and not the other. Here they are: The first kind of time that you can spend is what I was doing when I was a door-to-door salesman. I memorized the pitch, which is great, You all should all be pitching everyone the exact same way, by the way. and making tweaks based on what the market says. If your pitch is different every time, your funnel is already dying. I don't care, anyway. It's a different topic, different rant, I gotta hold myself in here. Anyway, two different kinds of time. First, kinda time is the kinda time where I personally go out and pitch. Woov! I will never get that time back. And that person, if they weren't listening, might need me to say the pitch again. I hate spending that kinda time. I hate it! That's why I'm not a telemarketer anymore, even though I was kinda good at it. That's why I don't do door-to-door sales even though it was an amazing, amazing training ground for me. It was kinda like sales boot camp for me, you know, honestly. The kind of time I like to spend and the reason why I don't go learn other kinds of traffic besides really these three (and why I outsource everything that has to do with ad spend) is because I want to leverage my time by creating a training program, that doesn't go away when I'm done, right? They're literally carbon copies of my time, over, and over, and over, and over again. Making this episode, I know I'm selling some of you guys right now. You might be like, "Hey, let's get him out for consulting, and I'm gonna go get his funnel stash. He's got a book comin' out, sweet! Oh, lemme go to his MasterMind. Lemme do this..."  And I get that, and it's one of the purposes of publishing. I think a lot of you guys know you do that. A lot of you guys reach out and ask that. Which is great. I'm giving value, and you want some back, that's awesome. That's one of the purposes of publishing; I'm solving problems, and you're gonna solve other problems for me. I need cash flow. You need answers. Boom! That's business. That's great. That's marketing. I'm getting too technical on my definitions here. But it's awesome! I don't need to turn back around though and record this episode again tomorrow for the thousand people that are gonna download this tomorrow, right? I don't! That's my favorite kind of time to spend when I don't want to spend money. It's the other reason why I tell you guys to freakin' publish so much. If you're like, "oh, I don't wanna publish." Okay, then make a sick affiliate course for people go through and teach 'em how to promote your stuff. That course stays there forever. Unless you take it down, which I don't know why you would. Your Dream 100 are relationships. I don't like to burn relationships. I'm very strategic about who I hang out with now, and that's great. That's awesome like I'm gonna go create cool, strategic relationships with people that would go and promote it and guess what? Next time something cool comes out, or next time they're putting something out, I might promote for them, they might promote for me again. That relationship's still there, it's time well spent because the value compounds, it doesn't leave. The reason I don't spend a lot of time on ads, and if you love ads, that's great. Stay in your zone, right? That's your zone of genius, stay there. It's just not my zone. I like to look for ways to leverage my time. I know that you guys might be like, "Well, it works well 'cause I season pixels."  I get that. That's awesome, and it totally works. I just don't want to climb two peaks at the same time. My peak is funnel-building and offer-creation. Bam! That's it. That's where I stay. The reason why is because if I go and I spend money which I should. If you are not spending cash, it is my firm belief you are not a real marketer. Sorry. I gotta go to the identity spot there. But it's true. If you're like, "Man, I'm getting all this cash. I'm not having to spend any money on it." Argh... okay. Different topic. Different rant. I gotta reign myself back here. I use these methods so that I can spend a butt-ton of money over here in the ad place. I don't wanna learn that part of it; I'm gonna go spend my time in places where it's evergreen, where it stays, where the value compounds, where it's gonna be there for the rest of my life and beyond. This is literally one way I am developing the asset for my kids. That's the way I look at it. That's the reason why I do this. It's the reason I'm so protective about my time. I'm a Nazi when it comes to me gettin' crap done. I push really freakin' hard and I know that and you guys know that about me too.  I hope that you do and you learn that trait. It's a learned trait. It's not that I'm born with it. I was frigging lazy as a high-schooler. It's a learned trait. Learn the trait! It's work! It's awesome! Super fun. Best endorphins and dopamine you'll ever have in your entire life. Remember that episode I did about that? So, please know that that's why I publish. I do affiliates too, but I do training courses about it 'cause my time is re-created. My time is re-created when I Dream 100. Ads, not so much. I might go spend some cash and they're like, "Oh, this is cool." And they click away and, ahh. That's kind of it. That's fine, though as long as I've got these other things. If you take these graphs and you lay them on top of each other, you can see how the cash continues to come in at increasing rates. Then I'll do another cool thing... One of the things I like to do to get another peak of cash here in the publishing game is to go to testimonial interviews of the people who bought this first round. I make sure they're successful. I make sure everyone is. If they're willing to do the work. If they just do what I tell them they are. Then I go and I interview 'em. Bam! And that gets another influx of cash comin' in as people hear the testimonials, right? You guys will see me do that soon. I'm just letting you guys know so when you see me do it you know what I'm doing. Same with the affiliate stuff, ever increasing. And if I go out like, we got an affiliate contest comin' in Bam! This big influxes, but it's still got, Bam! Still kind of increases at increasing rates. You lace those things on top of each other. What really keeps the doors open in between the downtimes when someone's not bought for a little while, is ads. After you've done your publishing, after you open cart. This has been a long episode, but I just want you to know why I do what I do and why these four traffic/sales methods are my favorite strategies. I'm actually very methodical about this, and that why I launch in the way I do I do. I go out and I hit the lists, I go to my hot audience, and you can kinda see how this goes from hot to cold even right on this whiteboard, right? Publishing, hot traffic. That's totally hot traffic. 'Cause they join your list, they get little freebies from you, and you're starting to build pressure. "Hey, it's comin' out. "It's comin' out. "Two days left, get on the waiting list, beta list only." Bam, bam, bam, bam, bam! Open! Boosh! All these people buy, wow oh my gosh, look at this cash comin' in. Then I go dump directly back into ads, which goes definitely more kinda like the warm kinda traffic area. Affiliates. That's definitely like the warm-hot, people who're gonna promote for me. They are the people who really like what I do. And I know that. And that's great. I'm gonna enable them, I'm gonna give them, I'm gonna try to solve every problem for them. I want to make it really freakin' easy for them to go spend money, to promote my stuff, to drop to their own lists to promote my stuff. Dream 100s with them. That's definitely more of a hot traffic strategy. So that's kinda how it's laced out though.  I hit each one of the hot-warm-cold traffic areas, but not all at the same time, and I don't use my own money. I make sure that I'm methodical in the way that I drop it out there so that my customers are paying for more customers which is really awesome. I just want you guys to see how I've been doing this and I'm really, really excited. If you guys like this kinda stuff, I'm gonna go through a little bit more how I actually do this for what we call a pre-funnel. The pre-funnel is very powerful. It's important, it's amazing, and it's what I'm going to speak out at Funnel Hacking Live 2019 - baby, in Tennesee, woo! It's live, guys. Go get tickets, I think you guys'll really enjoy it. It's five thousand people this time. Oh my gosh, it's so freaking cool. I cannot wait. I wanna go through on and teach you guys everything I do before I actually open something like Clickfunnels. It's everything pre-funnel. There's a checklist I go through. I developed it, I thought through it, I was like "Huh, this is actually what I do, "huh, oh, wait that's what Russell does, "oh interesting, does anyone know this? "I don't know!" And as I started building funnels in that way, it's like almost guaranteed success every time and great amounts of cash because of everything I do pre-checklist. So anyways, go ahead and go get Funnel Hacking Live Tickets. Funnelhackinglive.com We're excited to have you guys. I'm saying we as if I work there, still. I don't but man, I bleed them. I bleed Clickfunnels. I'm even wearing their shirt right now, again. And I just absolutely love it. I love, it's amazing what it's done. So, anyways guys, those are my four favorite traffic strategies, again. Figure out which one you wanna go do. Figure out what peak you're trying to climb. Stop trying to climb others. And then figure out ways to pull off these others. If you're like, "Hey, I don't wanna do that" That's fine, I'm not telling you that the one I would tell you that everyone should do is publishing. If you're like, "I don't wanna do an affiliate thing" that's fine. Find someone else's, they can teach your people. If you're like, "I don't wanna do Dream 100." That's fine. Find someone, find a Colton, alright. Go figure out how to actually go and make that position filled. If you're like, "I don't wanna do ads," I don't either. Go find someone to do the ads piece. The publishing one, that's why I shove it down everyone's face so much. I'm like, look, you've got to figure out that. It's is the most ridiculous long-term asset. It's amazing power. Especially in a world today where it's not just the information age, it's actually the attention age. That's how you get attention. Alright guys, thanks so much. Hopefully you've enjoyed this. Please, please, please. Sorry for the little glitches in the camera here and there. Stupid camera, freaking battery died. Anyways, if you guys enjoyed this please rate it on iTunes and I really appreciate every guys listening. Means a lot and I'll talk to you guys later. Bye. Boom! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies also, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That's what I struggled with for a while until I learned the formula so I created a special MasterMind called an OfferMind to get you on track with the right offer and more importantly, the right sales script to get it off the ground and sell it. Wanna come? They're small groups so I can answer your questions in person for two straight days. You can hold your spot by going to offermind.com Again that's offermind.com


25 Aug 2018

Rank #9

Podcast cover

SFR 196: Cash-Causing Models...

Boom! What's goin' on everyone? It's Steve Larsen. This is Sales Funnel Radio, and today I'm gonna teach you guys about cash causing frameworks. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business, using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. Whazzup, guys? I'm excited for today. This is an episode I ripped from a Facebook live. I did it off the whim, but it ended up really, really awesome. I was just doing it to the group, The Science of Selling Online - if you're not part of that group, it's a free group. It's where I just kind of can geek out a lot of times. If you like this stuff, there's more of that on that group. So, anyway, I went live, I wanted people to understand...A lot of people ask me things like, "Well, Stephen, how do you know this is gonna work?" Or "Stephen, it seems you're able to know a little bit, (not that you can predict the future, and I'm never, you know) like  you understand what the numbers would mostly be and where kind of success will kind of come out of before you go do it?" And I'm like, "Well, yea, it's 'cause I'm just following the framework." And so, what I wanna do is just riff a little bit here, so you guys understand. I made the decision early on. I remember kind of where I was... There was a lot of colleagues of mine in college that were studying different areas, you know, like, "I'm gonna study marketing or study this, or study that, or study supply chain or systems, or whatever." And I remember thinking to myself, I wrote this down guys, this was an actual goal of mine  five, six years ago. I wanted to learn how to be a consultant to small businesses. I wanted to start businesses and sell businesses. Guys, it is hilarious to be that I'm doing that now, which is crazy. And I realized though that the talent and the skill that I wanted to learn was I wanted to learn how to make it rain in a company. And that's what this episode is about. That's what this episode is gonna teach you. There's a very specific method that I have used to do that, okay. And I know what it is. It has not been an accident, okay. I did a lot of making accidents and mistakes in areas - it's not that I don't anymore, but, man, I know why it's working. This episode will teach you why that is. It's one of the biggest gifts I can give you. Thank you so much for being a follower. Let's cut over to that now. If you guys did like it, again, please rate and subscribe. That really means a lot to me. I love reading those ratings. It actually makes my day. It means a lot. Anyways, guys, thanks so much. Hopefully, you'll enjoy this episode. This is life-changing stuff right here, and I hope that you do what I did, take it seriously and write down what it is you wanna do. I wanted to learn how to make it rain in a company. I wrote it down, and you have to do that part of it. Anyways, this is how it all happened. Thanks, let's cut over. What's up, my friends, how you guys doin'? If you guys are just barely gettin' on, I haven't done Facebook live in the group here for a little bit. We have grown since I last went on from like 2,200 members, we're almost at 4,000. It's crazy. So, welcome and real quick, I just wanna teach you guys some cool stuff on why my stuff works so well and why I can see other people's doesn't. I'm just gonna be honest about it, okay. That's cool? Give me a little hashtag replay though if you guys are brand new in here and you guys are just barely getting in. If you guys are live though, welcome, welcome. What's up? Just chillin' to this song again, many I freakin' love it. Alright, here we go. Hey guys so I just, I've been doing a lot of, been doing a lot of Facebook lives. I've been doing a lot of training in general. Yesterday I did two back to back webinars. It was two back to back webinars in ClickFunnels - which is a ton of energy... If you've never done that; it's hard to just one, and if you do them right, I'm not gonna lie, it's gonna sound gross, but I'm like sweating, I'm exhausted, with just on one. Two of them back to back is murder. Absolute murder. I was talkin' to one of my friends, Dave Lindenbaum. It's funny, he's like, "Yeah, two suck." He's like, "I've done three, but I would not wish that on my worst enemy. You are so wrecked by the end." I did two back to back webinars yesterday, and the one Funnel Away challenge.  I was spent. I was absolutely spent by the time I went to sleep. It was like 1 a.m. Anyway, so I, guys real quick I just wanted to walk through a principle here, and I know it's the reason why I'm succeeding in this stuff. And this might sound weird for me to say that, might sound weird for me to go ahead and teach it, but anyway...  Is it cool if I go through that a little bit? We all got thick skin here. I can just say what needs to be said. Is that alright? You guys cool with that? Cause I, I wanna teach a few things here. There's a few patterns for why I know my stuff is working and working very, very well. And I think there's a few ways,  a few reasons. Some of it comes from the internal, and the way I approach myself on this stuff. First of all, can you guys hear me okay? You guys got me alright here? Yeah, okay, Dan said "Cool. Okay just say it." Alright, there's a few things for how I approach things individually in my own mentality and my mindset with this stuff. However, there's a few things though that for the way I approach the business. I look at myself, and I look at the business as two separate things. I mean really, we're very similar. Who's that rapper that said, "I'm not a businessman, I'm a business, man." Who? I can't remember who the rapper is that said that. But I look at myself that way a little bit. Like, I am the business, man, rather than a businessman. (It's gonna kill me. I can't remember who that was.)In my business, I compete on a lot of differences. I compete on differences. I compete with strengths. Personally, when it comes to me though, as the attractive character, I compete with mostly just differences, not so much strengths. Someone's always better, faster, stronger, than me personally. Someone's always quicker. Someone's always a better writer. So I don't compete with strengths when it comes to my personality, I really compete with differences. When it comes to the business though, it really is mostly just strengths. When it comes to offers, it's back to differences though. I don't know if that makes any sense at all what I'm saying there, but there's a relationship there though, you guys gotta get used to. One of the reasons why my stuff does well and one of the reasons why my stuff has accelerated so quickly is because there's a few different principles that I follow: Guys,  I'm the worst cook ever, but if I'm gonna bake a cake, how do you bake a cake? Just tell me right now, what are some of the things that you use to go bake a cake? How do you go do that? What are some of the things that I do? What's the process? How do I bake the actual cake? How do I put it together? Someone said it's, someone said Jay-Z, someone said Kayne, so I don't know, it's one of those two. Right, how do I bake a cake?   I'm gonna get flour, I'm gonna get sugar, I'm gonna get eggs, that's as far as I know. There's probably some chocolate in there somewhere... I really have no idea how to bake a cake, but there's a way to do it, right. There's a process to baking a cake. There's a process of putting it in the oven for how long it's gonna be in there. There's a process behind that. How am I gonna get good at a sport? I'm looking at Brazilian jiu-jitsu right now. I really wanna fight Russell. He and I wanna roll, and I'm stoked about it. So I'm gonna go take jiu-jitsu for the next year, and then  I'm gonna try and choke him out... and he's gonna try and choke me out. It'll be fun. But there's a process for that. There's a process to learn that kind of sport and discipline. There's a process for me to go learn how to freakin' walk. There's a process for me to learn how to be on the internet. And when you understand that! People are like "Oh yeah, I get it." But that's not the way people act.When I look on the internet, and I see what people are doing on the internet, most the time they're just doing stuff, and that's better than doing nothing, but they're not adhering to any kind of framework. There's no pattern in what they're following. There's not a frame, and there's no system, there's no format or formula. They're just kinda doing stuff. Because of that, it's really easy for me to look at and be like, "Oh yeah, that's why you're failing."I don't mean that in a negative way. That's not negative at all; it's just the truth. Frameworks are what save you in this game. Frameworks are what save you in anything in life. Funny enough,  I call it art versus science - there's more science to this game then there is art - which should be very relieving for you to hear. There is more science than art. Which means I don't need to be as much of a creative genius as much as I do just learning some of the frameworks that make success happen. And I'm not just talking mentality stuff. I have a hard time with that sometimes. When I say mindset training, that's such an overused term. It gets fluffy, and I don't like it. But like, learn the framework. Learn the process, learn how to go and actually...If I'm gonna do a webinar, if I'm gonna make an eBook, if I'm gonna write something, if I'm gonna do that, if I'm gonna be an Olympic skier, if I'm gonna go and I'm gonna learn how to ride a bike... anything in life has a pattern for success. It's like 80% framework, 20% art - which is awesome. It was so relieving when I finally realized and understood that. So what I'm looking for when I go funnel hack somebody, what I'm looking for when I go and I'm looking at an influencer and I'm seeing how they're behaving. I can close my eyes and I see. This is why I can speak without notes, because in my mind, in my brain, I can close my eyes and I can follow a framework inside of my head, and I know the next step. Which means the decision making power of "What do I say next?" is kind of gone. I just know that now I need to be talking about this next thing and now what's coming up. I know, "Now I need some testimonials, I've told enough stories.Let me just dig back into my bag of stories. Which story would fit as a testimonial for that scenario best? Bam, that one! Insert here.”Now, what's next? "Okay, let's go call to action, let's go here." In my head, I'm just following frameworks. That's the secret. When I'm building a funnel, it's the same process every freaking time regardless of product, price, industry. It doesn't matter, it's the same process, and that's what people get stuck up on. I do a lot of coaching. I've already coached today for three hours I think. Yeah, I do a lot coaching, and I'm about to go on for another hour and a half here, soon. Probably about 20 minutes. And what's frustrating for me is when somebody thinks that they are an exception to that rule. YOU ARE NOT! You are not! Okay? And what happens when somebody believes they're an exception to the rule, what I've noticed, is that they don't believe that it's 80% framework, 20% art. That's why this is the Science of Selling Online - I explicitly took out the term Art - because it's more science than art. It's a little bit of creativity and your own flare but it's not the majority. And when somebody thinks it's the majority, that's when they fail. 'When I'm funnel hacking somebody, I'm not just funnel hacking what products are they selling and how are they selling them? I'm looking to see the framework that they introduced the product to the market with. I'm looking for the framework: What's the pattern? What's the formula? What's the step by step by step? Do this, then this, then this, then this - then add a little bit of flare of your own at the end. It's so relieving to understand that and it's so relieving to feel and know and understand that because it means I don't have to be what college was trying to teach me to be. It's the exact opposite. I don't need to be a creative genius to have a lifestyle and success off of the internet or any business in general. I don't need to be a creative genius. I don't need to make something brand new, completely prolific, something that nobody's ever seen before to make money. That's not true. That's the biggest fallacy ever in the game, and that's been the weirdest thing for me to realize. Hindsight's 20 20, right? But forever, as I looked backwards, I'd be like "Oh man, and I'm starting to see those patterns." Forever the issue was, I walked around for years, my friends, trying to answer the question, "What product should I sell?"  - When all along the market was trying to tell me what it wanted me to sell it. That's all I'm tryna figure out all the time. So when I'm funnel hacking somebody and I'm lookin' at that red ocean,  I'm steppin' back and sayin' "Oh, interesting." What I'm doing is I'm trying to see what product the market wants me to give it. I don't even have to have that answer. I don't even have to know what the product is. I don't even have to know. Guys, I was the number one affiliate for this book, and a lot of it was because of that offer that I gave you guys. I didn't know what the offer was gonna be when I started selling it. You all gave me the answer. Did you just hear what I said? I sold 375 books, you all gave me the answer. We decided together what it is that you wanted to include in the offer when you bought this book through my link. I just gave it back to you. The same principle is true for your own products, not just affiliate stuff, not just for your coach, not just for your info products, I don't care. There is such a smaller amount of art and creative genius in this game than people realize. So what you need to get good at is learning to be attentive and see the patterns. The reason I got to be a good funnel builder and so fast at ClickFunnels is because I can close my eyes, and in my head, I see the framework for the perfect webinar funnel. I see all the elements in a perfect webinar script. In my head, I can see the framework of an awesome, epic upsell video. I know the framework in that script. It's a framework. I don't have to come up with what to say, I just know I need to have elements that talk about that, that, that, that, that, that, that... Plug it in, play, bam, done!  You guys gettin' this? It's not just to trial close, I'm actually asking. 'Cause what I want you to understand is that it is the Science of Selling Online - which is the name of the group - and it's the name for a reason:It was gonna be The Science and Art of Selling Online, but I took out Art because the game's easier than you might be thinking it is. It is easier than you think it is!It took me like three years, and 17 business tries to understand that  - because everybody in college, all the books, all these gurus, and all the people around, a lot of them... Not all of them, there were one or two particularly who were not, and they were teaching me the correct way to do it and when they were teaching me to use the market to gather the data on what to sell rather than tryin' to come up with it on my own... There was nothing like, "No input, zero, zero, zero, zero." Like I could not come up with something. I was like "I'm not really a creative genius kinda guy." Which might shock a lot of you guys. Like "Hey Stephen, you totally are. You're this crazy creative guy." I'm not! I'm following a pattern, that's it. So I know that there's a few products coming out here soon that I'm excited to get out to you guys. There's a few products coming out that I haven't announced yet that I'm really pumped about... but I am using the market and I'm asking things in a way to start slowly pulling out and harvesting, "that's what they want, that's what they want, that's what they want" and you are literally building the very offer that I hope to give back to you. Now I'm gonna go make the product obviously, and the product's gonna be freaking epic, but as far as what it is, you should not be doing a lot of that deep dive work on your own. In fact, it's better if you don't. It's way better if you don't. It's far better if you don't. And the reason is, is because you don't fill your own wallet. I've said that multiple times, but like your opinion doesn't matter. You're not the one buying your thing. So if you're like, "Oh Stephen I don't know if I like that product yet?" You're not the one buying it!  You don't fill your own wallet. So you gotta get outta your head and be like, "Alright, fine, what do they want? What does the market want? What is it that they're asking? Give that - learn what that is?  What are they asking? What are they telling me that they want?” Guys, the game gets so easy when you realize that it's just about learning the frameworks. So if there's some piece of advise I could give, besides that, it would be this: Choose frameworks, choose models to go learn that result in cash as a rule not an exception. Did you hear what I just said? I am not interested in learning and this is the other reason why I've been doing so well with stuff is because I don't want to learn frameworks and rules and science of things where I am an exception to the rule and that's what causes money. It's the reason why I don't go learn Facebook ads, guys. Because for me to learn the framework to make a successful Facebook ad, I could go learn it, I know I could, I know I could be really good at it, okay. But I don't go study that personally, and yeah it might be your thing, which is great, but I don't because there are sometimes these little tricks I feel like I have to go play in order to make it work super well, I don't wanna learn the tricks. I wanna learn the rules that result in cash not exceptions to the rule that result in cash. So go learn frameworks. That's the reason why I obsess over webinars so much. As a rule, if I do this and I tell an origin story and I come up with a good hook and I got the origin story which is a great intro, then I got three secrets which attack your vehicle, internal and external related false beliefs and I go through and I have some testimonials there. Then I go through stack slide where I present the actual offer. Then I go through closes where I tell reasons why you should act now and I go through and I put that in a thing called a webinar funnel... As a rule, it typically results in cash and because of the numbers and because the way it works out, they're very easy to make profitable. When I was working at ClickFunnels, I watched Russell, I was like, "Huh..." We launched things so quickly there. I started asking the question, "That wasn't even like done yet. How come that worked? Huh, that actually didn't look visually that good yet, why did he make a million dollars in three weeks on that? Interesting. Why is it that he had 8,000 options on that page, half of it's broken, how come it still worked and it was with Facebook ads and people who probably didn't even really know who he is that much. How did that work over there?" It's because he has frameworks in his head that result in cash as a rule not an exception to a rule. I do NOT learn frameworks where I have to have an exception to a rule in order to make money. Too many times people are tryna look for the flash in the pan, the little thing that is cool... but it's fleeting and it leaves. And that's why it doesn't work ...cause you spend all this time... right. Those things work as like little tiny add-ons when you already know the base thing that causes money. Is this making sense? When you learn that rule and that framework to the rule. When you learn the system; the formula that causes cash rather than the exception to the rule that causes cash. Right, the only time where I can learn that is when I already have this base down. When I got that 80% down. Then I can go learn that little 20% real fast, right take fast and quick money off the top. Then I can take fast and quick money right off the top and then it gets super easy, super, super easy. So anyways, I'm really stoked about this. I hope you guys understand what I'm tryna get across here: Stop learning flash in the pan stuff. Stop learning things where it doesn't result in cash as a rule. I don't study things that are like, how should I say this? I study:>Becoming an attractive character. >Offer creation. >Sales itself. >The psychology of sales. The internet could die tomorrow and I know I'm gonna be okay because of the framework about sales that I know that's in my head. I know that someone could put me on a stage right now and I will over deliver and I will probably sell more than everybody else that's on there who's been selling for a long time but doesn't have a framework and hasn't been studying this. Those are bold claims and I totally get it and I understand that. You have to understand the reason why is because of the framework I'm following in my head. This One Funnel Away Challenge thing that I've been doing, right, funny enough looking back, I'm only supposed to be going like 20 to 30 minutes on them. I'm not trying to go a long time - that's not my goal... But there's so many little pieces that I'm trying to help people understand when it comes to learning these frameworks and understanding that it's more about science then it is art... It's more about understanding formulas that cause cash then it is learning exceptions to rules that cause cash... So, I've been going for like 50 minutes in 'em.I'm  literally just following a script in my head. I know where I'm leading it. I know where I'm able to actually follow a little bit of a rabbit tangent, but how to bring it back in. It's only come because of the insane sickening volume, right, the amount of time just doing it. Mat time. Time on the mat. How much time have I spent on that mat? How much, right! Sometimes, I can't remember who told this story. They told a story about two different fighters or even people at the gym.  I can't remember what the story exactly was, I remember the principal and what he was using an example: So take two people at the gym. Person A goes to the gym and they go to the water fountain they talk to somebody for a little while. Then they go over to the elliptical machine and they set up their settings for a while. Then they'll be on there for a few minutes kinda warming up. Then they'll go talk to somebody else for a while. Then maybe they'll go over to the restroom and the locker room for a little while. Then they'll come back over, and then they do one or two sets of this and they leave. That's person A. Person B comes in, they actually spend a little bit less time but it's so hyper-focused it's ridiculous.  They're working hard, they're extremely sore. Every set they're almost dropping it. They're going to failure every single time. Who's gonna be more successful? Obviously the person who's gonna be more successful is the person who's killing it. I'm tryna get mat time. I want as many times on the mat as possible for me to just be actually swinging to hit the ball NOT prepping to hit the ball. So that's why I go do things. That's why I have these little mantras in my head. One of them is 'Mat Time.' One of the people on a webinar yesterday, they did not get as many people on as they were supposed to, which kinda sucked.  I was like, I could call it off. But in my head, 'Mat time.' That's all I said to myself and no questions asked, I just stepped forward and just did it. 'Mat time' and I just did it because I need more time on the mat. I need more time moving forward on it. I am perfecting my craft. It's hours and hours and hours of doing the thing. Too many times people are like, "Well, I did it once and it didn't really work." Well, like yeah! It's 'cause you freaking did it once. How many times did it take you to learn to ride a bike? You guys gettin' this? You have to study frameworks - which is awesome, it's debunking a lot of the mystic. I hate the whole mystic and mentality that people are promoting about entrepreneurship where it's people like lookin' off in the sunset and they believe, I don't know, they're like god's gift to humanity and that they're the change to the world. Yeah, they can change the world, but frankly, they're just making value and people are paying them for that value.  Learn the framework behind it. Don't be allured by the art behind it. Don't be allured by trying to become this creative thing and adding your own flare and that's actually the way to failure. Just learn from people who are doing it and have done the thing. That's it. Learn from the people who are doing it and have done the thing and have done the thing long enough that they've created their own frameworks. My wife and I were talking about this two or three nights ago. It's kinda fun, she and I are just sittin' around the kitchen table and we were talking about it. And I said, “One of the things that’s made me successful with this is that I realized that I needed to follow the person that has the biggest cheese. Who actually has been doing the thing super, super long.”When I go and I find that person and I see the people who have the biggest cheese, what I'm looking for is I'm looking for the person who has dived into yesteryear's experts... This is the reason I follow Russell... Listen to what I'm about to say! This has been one of the biggest shortcuts ever, and it's the reason why I've only been playing the game for like four years and you all know who I am. This is it right here:I became cognizant of this probably about a year and a half ago...What I did is I went and I found and I started paying attention to people who consumed yesteryear's experts like an animal.  Straight up animal. Just a freaking beast and they consumed it and they learned yesteryear's experts, the frameworks that they were using. And what happened is when they consumed them and they became an expert, they got so good at the yesteryear's experts and their frameworks, that they started creating their own versions of the framework. That's what you're looking for!I'm not just looking for somebody who understands that 10 or 20 years ago this is how it was happening. I don't care if it's business or some skill you're learning or a hobby. I'm looking for somebody to go follow and learn from who has been in the game so long or has consumed the game so much that they are literally producing their own frameworks that have equaled success because it's a shortcut to having to learn yesteryear's experts and the frameworks that have come through. I was talking to my wife about this and I was teaching her this. I was like, "That's where the big secret has been." So,  I wanna go learn Brazilian jiu-jitsu,  I wanna go learn and fight. I wanna do that. And so what I did is I went and I found somebody, right. I talked to Russell. Russell's huge into that sphere. I talked to somebody who knows that area and my question to him is: "Who has the biggest cheese?” That's actually what I asked him and he knew what I was talking about 'cause he knows that's how I run.  And he goes, "There's a guy you need to go learn from and he said who ya lookin' at?" And I said "This person, this person, this person." He said, "They're good. That person's great over there too, but you need to go learn from this guy because he's been in the game so freaking long."  I understood immediately what he was talking about. You're tryna find the freaking Yodas. You're trying to find the ninjas. You're trying to find the individuals and the people who are like, they've been in it so, so, so long that they've been producing their own frameworks successfully.That's the reason why there's stick figures in Russell's books and that was the sign to me that I knew I needed to follow him like crazy. He has distilled down, literally dozens of experts, down to his own stuff and then is producing his own frameworks. So now when it comes to marketing and funnel education, my coach, I only listen to Russell. That's it. When it comes down to listening to, actual like hardcore like sales scripts and sales tactics, I only listen to Grant Cardone. Why? Cause that dudes got mat time, holy crap. When it comes to building systems in my business that make things run on autopilot, I only listen to Alex Charfen. Why? Because that dude has got mat time and he has followed other experts and he has his own frameworks that he's developed. The framework is what not only makes you cash but it's also a symbol that the individual typically knows what the heck they're talking about. Why do you guys like following me? It's because I like to do those funnel drawings. A lot of you guys found me that way. I like to go in and distill down, listening to all these people and seeing it and coaching over 1,800 people personally in this process for two or three years.  That's a lot of mat time. And so I see the patterns that cause success. I see the patterns that cause failure.The ones that routinely cause failure are the art ones and the ones that routinely cause success is the people who take their emotions out of it, realize that they are not are not their feelings, get past their feelings and they just do the science of it: They're like, "You know I didn't wanna publish, but  I'm freaking doing it 'cause he said to." And they're just doing that. And they're just following the people who have their own frameworks. They're just doing the success and science-based ones. You guys gettin' this? Cool. Rock on. Go watch what I'm doing because that's how I execute. We'll see you guys later, bye. Boom! Just try to tell me you didn't like that. Hey, whoever controls content controls the game. Wanna interview me or get interviewed yourself? Grab a time now at SteveJLarsen.com


30 Nov 2018

Rank #10

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SFR 237: Examples Of Offer Creation In Each Industry...

Here's a quick example of how I'd make an offer for each major industry... If you want to create a SEXY offer, you need to be a SCHEMER! Oh, YEAH… it’s Claude Hopkins time… ;-) In my last blog, I gave some quick and dirty examples of sales messages across ten different industries. Today, I want to go one step further and show you how to create an offer! … so once again, I’m gettin’ down with the granddaddy of offer creation (and toothbrushes), Mr. Claude Hopkins. (Get with it, Kids!)... seriously, check out this advert... ARE YOU A SCHEMER? Claude Hopkins was *THE MAN* He was one of the world's first Schemers.  Now, a lot of people hear the word scheme and think of negative pyramid shaped connotations i.e, dodgy pyramid schemes. ...but that’s NOT what the word Scheme word meant in Hopkins day. In the late 1800s, a schemer was somebody you hired to design your offer. Offers used to be called Schemes.  You’d hire a ‘Scheme Man,’ i.e., “I'm gonna get the Scheme Man to come into my business to design my offer and sales message… and that’s the scheme I’ll go to the market with...” Claude Hopkins was known in the industry as being one of the world's best schemers.  Claude Hopkins was one of the first to: Give out samples as part of the sale… Test all his headlines with color-codes... Put an ad on a car... He was one of the first people who said that: You SHOULD test... and the ONLY purpose of an ad was to sell, NOT entertain.  If you read my last blog, you’ll already know about Albert Lasker, (the energetic bipolar genius who’s responsible for you drinking orange juice at breakfast.) Hopkins was hired by the advertising firm Lord & Thomas where Lasker was a partner. In fact, it was Lasker who brought Hopkins in to work for the company. … which meant that Lord & Thomas were able to create both the ads and the offer for their clients. Claude Hopkins was the top paid scheme man in the world.  At that time, he made $185,000 a year. That’s the equivalent of about 1 1/2 million dollars in today’s money. THAT’S A HUGE AMOUNT! GREAT NEWS FOR THE TOOTH FAIRY Although it sounds pretty disgusting to us... but before an advertising campaign, (devised by Hopkins), people didn't brush teeth. Claude Hopkins was responsible for making brushing your teeth popular. There was a company called Pepsodent who’d invented this thing called toothpaste, and Hopkins built offers and sales strategies popularizing the idea of cleaning your teeth. (“You’ll wonder where the yellow went when you brush your teeth with Pepsodent!”) Claude Hopkins was AWESOME! He’s the total godfather of what I do. He wrote a book called Scientific Advertising in which he said: “The time has come when advertising in some hands has reached the status of a science.”  However, that was in 1923, and since then...  Offer creation has become kind of a lost art... and that’s the reason why I'm bringing it back.  That’s why my Facebook group is called The Science of Selling Online, NOT ‘the science and art’...  I don't believe in learning art. I want to learn science; the formulas and formats that cause cash as a rule.  Hopkins hated the concepts of making things look pretty, absolutely hated it. When I read that, I was like, “Claude, I'm your doppelganger, man. I'm even losing my hair!” # spot the difference HOW TO MARKET A PRODUCT When people things to me like, “Stephen this won't work in my industry,” I wanna hit them. Are you kidding me?  We're talking about general sales/ marketing/ offer creation as a whole. It’s NOT dependent on: What industry you're in. The product you have.  You can take ANY product and turn it into an offer… you just need the right FRAMEWORK There's a huge did between selling a product as a single solution, and selling an offer which solves a lot of other problems as well. Right now, at the time of writing this, I have four very simple offer creation templates and frameworks that I use depending on what I'm building… These frameworks are NOT flash in the pan strategies and tactics.  OfferMind is where I teach my frameworks, but I want to show you one specific framework that I call XAVIER. I'm a little bit nervous to give this much away, but it's so I can entice you to come to OfferMind. Offer Mind is NOT your average event. I’m not a rah-rah guy. I'd rather get down to brass tacks and teach you the strategies.  I’ll tell stories when they're necessary, (if I can tell a false belief needs to be broken), but I'd rather just teach the thing. OfferMind is very aggressive, you’re gonna be very tired by the end of it...  but I want you to come to the event to learn these frameworks. A lot of times that's why your business isn't cash flowing, it’s NOT because you don’t have the right:   Message. People.  ...it’s often because you don't have an offer and you've just been selling a product.  ... there's a massive difference (a huge gap) between a product and an offer. The XAVIER Method helps you to bridge this chasm and get people to open their wallets. XAVIER is how I structure the core of ANY business. So I’m gonna go through the same ten categories as I did for the sales message in the last blog. So that’s: Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started / Other I'm keeping the examples the same as they were for the sales message example... so you guys can see, from sales message to the offer, how I’d pitch and tie them together. If you want to watch me live, in front of an audience, you can go here… if not, keep reading ;-) THE PRE-FRAME I'm very excited for you to come to OfferMind.  Hundreds of tickets have been sold already, so it looks like Offermind is probably gonna sell out pretty quickly. As always, you can learn a ton from what I’ll be doing to promote OfferMind over the next few months. We have: A Summit; I have offersummit.com, I can't believe I got that. Hopefully, my book will be out beforehand too. Check out the actual event funnel itself, it’s an incredible funnel. What’s I’m about to dive into next is some of the material and types of things that we’ll go over in a lot of depth during OfferMInd.  OFFER CREATION SPEED DATING I’m briefly gonna go through the vehicle, the internal and the external false beliefs that my dream customer would experience when they see my product and then ask: How can I solve that problem? How could I answer objections with additional things? So I want to quickly walk you through some offers for each individual industry... ready?  Boom bam, baby whoa! Here we go!  INDUSTRY #1: AGENCY/ FREELANCER If I'm gonna go build an offer (and I'm an agency/freelancer) this is how I'd do it: If I say,  “Well hey, I'm gonna go run your ads.” Everybody's saying that! So how do I turn my service into an offer?  (Offer creation is  no different, even if you're a service provider)… The service is the product.  A deep dive on your competitors: I give you information on their ads. That would be so awesome. I'd love it if you did that for me, “Oh my gosh that would be so cool.” Weekly stats: I'll run your ads, but I'll also give you weekly stats.. as well as recommendations on how to tweak. Ad creation: You don't need to hire anybody. I've got a creative team in my back pocket. They're gonna make all your stuff for you. You just have to hire us and we’ve got it all in a one-stop shop. A FREE course:  I'll need a few things and I don't want to bother you, so I want to help you get the right VA. We have a course called The Automated Assistant that’ll teach you EVERYTHING you need to know ….I’ve solved a whole lot of problems for the customer.  INDUSTRY #2: INFO PRODUCTS Let's say I'm selling something about funnels, I’m gonna give you: The physical book. (That's the main thing I want to sell anyway, right?) The audiobook. (This is the exact offer for the fake book story, right?) A Quick Start Checklist.  You can get the book from anybody, but, “Oh my gosh,” I'm even gonna add the quick start checklist as well. A pre-built book funnel. The very one that you just went through. How cool would it be if you had that as well? My 10 Free Traffic Methods. Funnels without traffic are dead. So why don't you go ahead and get this through me for FREE? Reason to act now:  I'm gonna give you excerpts from top expert interviews.  Next one, super fast… INDUSTRY #3:  E-COMMERCE If I'm gonna sell a pair of socks, I’ll give you... A second pair of socks. A guide to the best sock and shoe match: I'm gonna get a stylist to show you the three best looks that go with your socks. A guide on how to keep your feet from smelling: (People are gonna want to know that. They're probably not gonna ask, but you're solving a problem they might not know they have.) #stinky feet A foot doctor interview series. Here are some cool info products on how to keep your feet healthy. A FREE month of my Sock of the Month Club.  ...make sense? *THAT’S AN OFFER* Who are you gonna buy from?  It’s not hard to fulfill because half of it is freaking info products…. that’s the point! INDUSTRY #4: COACHING/ CONSULTING (#funnel coaching) I'm gonna give you… Weekly Q&A coaching. Monthly stats and funnels. All my personal stats My Personal Funnel Assets: if I've got a pre-built thing that's already done, bam, here you go. My Personal Rolodex Access: If there's somebody that I know would be a good fit for your business I'm gonna give you access them. A Free Fly-in Day: where we can chat for a little bit.  ...I mean, come on, that's awesome! How many people are doing that? NOBODY! INDUSTRY #5: NETWORK MARKETING (#Keto) *This *is how I kill it in that game. It's so freaking easy, oh my gosh...  You're gonna get… My keto product. A Mail-in Blood Test Customization: Are you in Ketosis? My Safe Eating Out Guide: so you don't get yourself out of ketosis. The Cure the Cravings Jump Start. My Keto Lead Funnel: so you don’t need to harass your friends and family... “Don't worry about it, I've got a sweet funnel for you.” Make sense? Boom! Next… INDUSTRY #6: LOCAL SMALL BUSINESS  (#Restaurant business) The main thing I want you to buy is my food, but you also get… A meet and greet with the chef: I tell you my story, “Oh man, I was eating beans and I hated cooking. but now you can't get me out of the kitchen.”  (I swear Disney does that with their characters, and then they charge, like your freaking face for it.) A bio-scanner. I want to make sure that I'm not making you fatter, so I scan you and I’ll know exactly what you've been eating... and what you shouldn't eat: “Ah, here's the menu for you. It's customized.” That's freaking sexy! A customized handout to give your personal trainer: “Hey, this guy was a tubby today. He cheated, he ate a triple chocolate torte last night,” (which I did... and it was really good.) A giveaway: Entry to a free raffle. I'm gonna come to someone’s house and cook a meal for them.  ...that's like, that's nuts! Do you see how easy this is when you know the mechanisms? Seriously, can you imagine doing this?  It's NOT hard when you realize that it's all about value versus price. INDUSTRY #7: B2B LEAD GEN Let's say you've got some tech software or an app, and you're trying to get leads… A free consultation: you get the software as well as the consultation. A Slow Internet Checklist: most of the time we find that if someone has a problem with our software we find out their internet is crappy. (We want to help you to figure out that you probably shouldn't bury my router in the backyard and expect good wireless service.) A free support group: called ‘Too many tabs opened anonymous’ for those of you who have 50 billion tabs open. Three-minute reminders: How to set your software up in short video format. A quickstart guide: If you get stuck at all don't worry about that, we've done this a ton of times. 24/7 live chat: we hate ticketing systems, we know you do too. So we've got a live person every single moment of every single day. You've got something, we're here for you. Free lead giveaway: we’ll give you a few of the leads we’ve captured in your market to prove to you that our lead system works. Some really cool little bundles you can toss in that cost next to nothing.  INDUSTRY #8: BLOGGING/ AFFILIATES  A lot of the people that came to the original FHAT event were from the blogging world.  They were getting millions of hits every single month, but they were NOT monetizing a thing...  so we would use these kinds of offers with them… AND BOOM, they’d make the Two Comma Club really fast. So let's say you're a mommy blog talking about how to get some rest. Sweet, well I'm gonna give you a cool… Restful Mama Cheat Sheet. The Successful Mom's Day: a rough guide to how I can be a mom, but still have a career. (I know you guys want that, I've been reading your comments.) I brought in a whole bunch of experts to create a cool course. An Interview Series from Working Moms. The Getting YOU Time case study: All these cool case studies of women that have actually done this. They were totally overloaded.. (“I was driving myself and my family crazy, stressed to the hilt, then I did these few little tweaks and suddenly I got my time back and I'm there for my kids.”) A FREE ticket to my Moms Retreat. …that's a really sexy offer.  INDUSTRY #9: NON-PROFIT “Hey, I need you to donate, and you’ll get…” The “I Donated” t-shirt. Our Highlight DVD: showing what accomplished with the funds that came in. A raffle for Private Meet and Greet Meal: I'm gonna bring you and your family to meet some of the kids you've been able to help. It's heavy, it's intense, non-profits are. This is real stuff. Raffle for the Donator's Highlight: get highlighted in our next newsletter. INDUSTRY #10: JUST GETTING STARTED  This is the easiest way to start. I love this method. Here’s what to do… Crowd create the course: don't make it yourself. Don't get stuck on product creation, get stuck on sales message creation. Go interview a whole bunch of people on something, and they’ll make it for you. Affiliate Outrage is the 101 on that. Interviews with 20 Millionaires: discover the cool patterns that lead to success. A checklist (the physical thing): I'm gonna mail a checklist to you so that you can actually walk through and make sure you're doing all the things lead to success. Private Community of Starters. A raffle to a Meet and Greet the Millionaires:  it'll be private, only a few people, but I'm gonna give you a raffle ticket so you can come and actually hang out with these people. How cool would that be?  The Bottom line is, whatever industry you’re in… #1: *YOUR SALES MESSAGE MUST ROCK* Capitalist Pig, Baby… BOOM!  If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?  That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. Wanna come?  There are small groups on purpose, so I can answer your direct questions in person for two straight days.  You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.


26 Apr 2019

Rank #11

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SFR 3: Shakin' My Stalker - Prolific Style:)

All right, All right. Sorry, I'm in the car again, by the way. Usually I am in front of a nice microphone. Every once in a while when nice thought hits me and I'm like, "Oh my gosh. That's one of the core principals that I use." I decide I should probably share them with you. Anyways, I'm in the car driving and just thought I'd take the time. Recently somebody asked me, I can't remember what they asked me, but this story from my past popped up, right. I had this stalker and sorry if she's listening to this, I seriously doubt it. I was in college and I had this stalker and everyone kind of knew it. I guess that's the thing about stalkers is they're not being subtle. She was showing up at our door in our apartment. She'd be like, "Hey, how's it going?" She was awkward about it. She'd be like, "Hey, yeah, so hi. Just wanted to come by and say hi and come say hi." You're like, Yeah you said it three times now. Then it'd be silent for a second and be like, yep because I wasn't interested. Then she'd be like, "See you." I'd be like, "Okay, we're done today, this is good. See you tomorrow or tonight or some awkward time." Then she'd show up again, and be like, "Hey I made this t-shirt for you." I was like, "You made me a t-shirt?" I think I threw it away after she left. I felt bad. I was like I'm not going to wear this and keep this going. Another day she came by and was like, "Hey, I made you cookies." I was like, "Oh my gosh, you're not buying me with your dang cookies, although they're tasty and delicious." Anyways, she went through this crazy elaborate scheme to ask me to this Jane Austin Ball thing that the campus was putting on. That's not something I would usually go to but I'm not going to say no. I wanted to be nice. I can't even remember what she did. Maybe is was another shirt, I can't even remember what it was. It was big and elaborate and it was extremely clear that she was going through this massive thing to go through the trouble to ask me to this dance in a really crazy way. I was like, "Yeah, sounds good." She was like, "That's all you're going to say is yes? I went through this huge thing you've got to say yes back in a really fun way." I was like, "Okay." I never did. She got all offended. She was like, "I get the feeling you're not interested in me." I was like, "That'd be right." I decided what the heck, I'll answer back in a crazy way. I was like, what's something that I can do that's kind of out there, I promise this relates to business, what's something I can do that's borderline crazy but it's not like the typical thing but will totally get the thing across. I want her to think afterwards she'll never forget it but also put a little disgust in her brain. I was just walking around and I was like, maybe something will pop up today. I was at the grocery store, I was getting food for the next week. I was over by where the meat section is, the deli area. I see these salmon, whole salmon, they're huge. They had been gutted and cleaned and everything of course but huge salmon. I'm like I'm totally buying it. I don't even know what I'm going to use it for yet, but it's somehow involved. I had this huge salmon and I bring it back to my apartment. This thing is frozen rock solid. I'm like, how am I going to use this for. All the sudden, I'm like, "This is it!" I went and I grabbed this knife and I start trying to chop off the tail part. This sounds a totally morbid but it was frozen solid so I had to leave it out until it was oozing a little bit. It was totally disgusting, smells a little bit. There was six of us in that apartment. I'm sure all the other guys were like, "What the heck is wrong with this kid?" I was telling them the idea though, they were like, "This is genius." I sawed off the tail and then I took a piece of paper and I wrote on there, "Looks like you got me hooked." I put it inside of a plastic bag and I shoved in it inside of the tail through the part where you clean it all out. Basically, there was a note in this massive Salmon tail. I went and I got a coat hanger and I made a hook out of it and some dental floss and I tied the floss to the hook, then I hooked the tail onto the coat hanger so it looked like it was a fish hook. Then I went to her apartment door an I hung it in front of their door. As soon as they open their door, they see it. It took them a while to try to find it. It was hanging in the hot sun getting all nasty and dripping everywhere. Its' totally disgusting. I had no problem dropping her after this. She opened the door. I was hiding and I heard her open the door and I hear her go, "Oh my gosh, what the freak is that? This is disgusting." She was looking at it, sees this little note sticking out. Opens it up and was like, "Looks like you hooked my tail" or something like that. She's like, "That's how you said yes?" I was like, "You're not my stalker anymore." I didn't say that. We went on the date and she still was like, "Don't be nervous if I want to touch you the whole night, I'm just really excited I'm on a date with you." I was like, "Oh, no." She totally got the idea, especially after the fish thing. I never saw her again after that. It's kind of a big long story. I ended up taking the other part of the Salmon and cooking it for a girl that I was actually interested in and totally impressed her and it was awesome. Anyways, what's the whole point of that story? That sometimes you have to lose people. You don't have to be mean about it. I'm not saying you've got to do crazy stuff. Here's what the lesson is, you've got to be prolific. The question I started asking myself to make that whole thing happen was, "How can I be prolific?" Which is not crazy, but not mainstream. It's that in between stage. The only marketers that actually do anything with a lot of traction, do something prolific. You think of dollar shave club. Their marketing is pretty raw. Stuff like Carl's Jr., I'm not condoning anything that any of these people do but if you just look at what they're doing, they're prolific. They're doing things that are out of the norm. If I'm going to go pitch someone and try to get them to buy, I might as well make them laugh, or shock them, or do something that's gong to be memorable because I'm sucking up their time. I guarantee she remembers that stupid salmon fish tail and understands that I'm just not interested, stop pursuing me, you're waisting your time. I guarantee she remembers that. Every one of my friends remember that. It was a little bit prolific especially for the dating world. I keep giving all these dating examples so I'll give one more. I came back home in between semesters for Christmas. I came home and I was actually at church. Goes to show what was on my head by going to church this time. I go to church I sat down in front of this girl. I was like, "Dang, who is that? She is hot. Holy crap." I sit down and my brother is with me. I was like, "Did you see her?" He was like, "Freak yeah man. Holy smokes." Anyways took me a little bit of guts to work up the courage to ask her out and things like that because she's hot. I was making sure I had my buff stuff on. I went and I asked her on a date. I was like, "I've got to do something on this date that's going to be really cool. Something that's not mainstream." It's really funny thinking about it, I never realized that I was asking that same question. Something that's not mainstream, something that's a little bit crazy. I want to get her out of there comfort zone a little bit just so she knows I'm a little bit nuts sometimes and she's got to know this is part of the package and I like to be out there sometimes. I was like, "All right, what are we going to go do" I picked her up on the date, and I was like, "We're first going to go to Goodwill." Which was like Desert Industries or something like that. We're going to go buy anything in there that has to do with argyle, like golfer's argyle." We went and I got this cool tie, I was wearing a fedora, she was wearing this vest. It was kind of goofy. She's like, "What the heck." I was like okay cool, just wait a second. We pull up to this putt-putt golf course. I was like, "We're going to play putt-putt like we're serious putt-putters which is why we dressed up for it." I was like, "We're going to go to do putt-putt like that then we're going to go have a picnic on the putt-putt golf course." She told me later she was way outside of her comfort zone. It was a double date, and my buddy were just hamming it up. It was a lot of fun. Shout out to Dan Wilcox what's up? Anyways, she was not interested in me after that date. She was like, "Crap, this guy is interested and I don't know how to say it." I was like, "I've got to do something else that's kind of crazy." This is going to sound nuts. How long have I been going on this podcast already? I've already been going, I've got to look at my phone without crashing here. Ten minutes, all right. I'll make it quick. All right, this is your guy's story. I was like, "Okay, I've got to sweeten this deal up because she's not interested I know she's not." Despite my strikingly amazing good looks. She worked at this daycare. I had at least convinced her to start texting me, things like that. Baby steps. I text her things. I'm like, "Hey hope your day went well, hope to see you sometime soon." She goes, "Oh my gosh, my day was awful." It was a Wednesday. She was like, my day sucked. "Kids are everywhere parents expect you to just [inaudible 00:11:27] their children now." She was a preschool teacher basically. She was like, "It was really really bad." I'm like, "Gosh, I'm so sorry. It's awful." I was like, "I'm going to make a survive your Thursday kit." I didn't tell her that. I was being goofy with it. I showed my childish side, cheesy side, goofy side, kind of crazy side, all that. I was adding in all these things like snacks and books and things that you would give a kid. I was like, "Here's your survive your Thursday kit. Give it to the kids or you have it or whatever." I went and I doorbell ditched it. She was like, "Oh, thanks." She's like, "Crap, this kid is like totally addicted now. I'm screwed." She was hot, you know. Anyways we went and she invited me over. she actually worked at an orphanage in Romania for a while. She showed me those pictures of that. I was like, "Cool, cool. This is progressing." I was like, "Man, I've got to do one more thing to try to get her to know, I'm a goof ball, but I'm serious. I'm crazy but I want to steady date." I'm losing my voice a little bit. I'm like, I'm going to make a catalog. She's talking about ordering all this stuff for her brother's wedding. I'm like, "Okay, I'm the oldest of six kids." Between me and the youngest one is seventeen years. I still have siblings still that are not even teenagers while I'm recording this right now. I'm twenty-eight if you guys are trying to do the math. This was like five or six years ago. You know those play sets? I took pictures of these play sets, like the food that they have in there. The little plastic pizzas, or plastic hot dogs or whatever. I was like, "Do you want a plastic pizza or a real one? Call this number to order." It was my number. "Do you want fake dates, which was a pile of dates like the fruit, or do you want a real date? Do you want a fake movie?" I took a picture of a movie theater, and I took a picture of a movie theater. Do you want this or this, this or this, this or this? She calls and she's like, "I'll take the real date with the real pizza, I'd like the real movie, real, this that, that, that." I can't remember. I was like, "Sweet, I got the next date." This sounds totally cheesy. That's the point. When you do your marketing, when you do anything, putting up a freaking order form, or there's no explanation or you're just buying ads straight to your site, that sucks. Playful people are typically more creative people. I had a professor tell me that. He was one of the best teachers I've ever had in marketing. I have a marketing degree. That's one of the things. He would have us play with little kid toys in the middle of his lectures. No joke, I played with play-doh. He was like, "You're required to play the entire time in this class. You understand that?" We were like, "what the heck?" He was like, "Don't take notes, put that crap way." He was like, "Don't do this, put that crap away." It was prolific. His teaching style was prolific. He's like, "That's not normal, that's crazy. Why are we doing this?" Because we were playing we were in a more creative state. That's the challenge. That's the whole purpose of this podcast. I'm trying to say, some of your marketing, some of these funnels you're sending over to me, your product is great, but your message is bad in your ads. You look boring. You look like a corporation, no one cares about corporations. No one falls in love with a corporation. They fall in love with a certain individual or icon or idea. You know Flo from progressive? She's the highest paid spokesperson. Why? Because people think of progressive when they think of her. It almost makes progressive third party compared to her. Shes' the advocate, she's the spokesperson. She shows faults and flaws and their commercials are cheesy but they give you a chuckle. That's the whole thing. One I saw recently, I won't say the name. It was a squeeze page, the page looked gorgeous, it was beautiful, it was amazing. Very well designed, very awesome looking page, totally main stream message. He's got a level ten design on a level two marketing message. Marketing is all that crazy stuff. That little prolific stuff. I'm not saying you have to do stuff that's crazy, but look at what everyone else is doing and don't do that. Which is the exact opposite thing you do when you're building the business. If you're building a lifestyle business right now or just something to make a little extra money, don't be creative. Don't get out there and be creative. Go find someones who's crushing it, model what they're doing. That's the safest path to making money in that industry also. Then after you've matched the control of the other person. After you're actually making money, it's fine to be prolific. It's time to go out there and find your own spot in the Eco-system of the industry that you're in. That's when you go be creative and crazy and playful or whatever it is. Whatever you are, it's not so much a matter of highlighting all of your strengths. "These are my strengths and I'm highlighting my strengths in my business and personally." No one cares. It's more about highlighting your differences. Everyone works so freaking hard to be mainstream in our society. Everyone does. That's what pop culture is. That's why everyone watches the same freaking TV shows. That's why everyone does the same things. You know what I do when I'm about to go create sales funnels? I watch comedy. I do. It's not even like it's adult comedy. I'll go freaking watch Even Stevens, one of my favorite TV shows of my childhood. Not all the time. Sometimes I'll go do that stuff, stuff that makes me playful. You cannot be consuming new data and be creative at the same time. You are either consuming or you're being creative. Your brain cannot be analytical which is one side of your head, and then creative, which is the other side of your head, at the same time. That's the whole reason I'm telling you guys these stories. Freak, man I used marketing principals to get my hot wife. I did. It's what it is thought. It's dating, it's sales. Anything you want. Anyways, I got sweet deals with people and awesome clients because marketing principals apply everywhere. It's all kind of the same formula. Just go be prolific if you have a current business. If you're working on yours, start looking for ways that you can be in the future, just do stuff that's kind of nuts. What's that crazy one I saw recently? There's a commercial I saw, you guys have probably seen this. I can't even remember what it is. You guys have probably seen this. There's a commercial, I think it's a commercial. It's been like a decade since I've seen it which is the power of this. Here's a better example, the Old Spice commercials. With that guy with his shirt off and he's like, "Hello, ladies." At the end, he's like, "I want a horse." All this random stuff. All he's really saying is wear Old Spice and you'll get a horse an a handful of diamonds and tickets and a lady. Anyways. I don't mean to beat a dead horse but stop being main stream. Highlight your differences and you'll be good. If you just do that one thing, you'll start to become a brand, you'll start to become your own culture, or your own cult-ure. Be your own cult. Kind of like Russell Bronson always says. Kind of funny. That's it man. Guys, ladies, whoever it is who's listening to this. By the way if you guys want me to look at your sales funnel, just shoot me a message. I'm on Facebook. Facebook is the best one, not Skype. I will talk to you guys later. Go ahead and send me some of your questions. I've got a lot of interviews that are coming out and a lot that have already come out. If this is the first time you've ever listened to this broadcast, just go back and I like to dissect people's sales funnels with them. Successful entrepreneurs and find out what failures they went through to produce that good result, or leading to that good part. Anyways guys, we'll talk to you later, thank you so much. I promise to not always do these in the care, I know the mic quality. Thanks for listening to Sales funnel radio, please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.


30 Aug 2016

Rank #12

Podcast cover

SFR 194: Common Optin Page Mistakes...

Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel Radio. Today, I'm gonna teach you guys some of the most common mistakes when it comes to opt-in pages. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt - completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business - using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? I'm excited for today. I'm excited for this. I actually, I've been looking forward to this one. I created recently a whole course about opt-ins - it's a free course! If you go to freeoptincourse.com, there you go. There's the golden nugget of the entire episode.   Freeoptincourse.com takes you through a live funnel build that I did to teach people how to get an opt-in. Now you might laugh at that a little bit. You know, it's like, "Hey this is sales funnel radio." The whole thing starts with the opt-in though - this is a give and take relationship. I remember in college I wrote an e-book, actually two of them. I was so excited. I went and got this e-book written. I got it back from the ghostwriter, and I didn't like it - so I rewrote the whole thing. I was so pumped about it. This was pre-ClickFunnels, I was using WordPress to build essentially a funnel.  I didn't know how to do that though, so I was like hacking out (with the little coding knowledge that I know) WordPress. It was so finicky, it was terrible. It was another one of those experiences for me where I was spending inordinate amounts of time putting together this funnel. It was crappy, and I kind of knew that. And I was like, "Ah, maybe it'll still work though." I patched together a payment processor. I patched together an email autoresponder. It was really hard. I was so stoked about this thing. This was back in the day when I believed that a sale happens because of the product. If you guys have been following me at all, you know that's not true. The sale happens because of a sales message, not the product. Those are two very different things. No one buys because of the product. They buy because of the message. Well, this was before I knew that. This was before I knew any of that stuff. I was so stoked. This e-book was targeted at students, which was first of all stupid because they're all broke. I spent all this time putting this thing together. I think it took me two days just to create the sales letter to just to get people to opt-in or whatever. Guys, I launched this thing, and nobody even opted in. I had so many failures with this stuff way back in the day. I was excited guys. I was proud. I was like, "Yeah, check this out. This is my product". I knew it was really good - it was the reasons why I was doing so well in school. I was putting awesome knowledge in this thing. Honestly really really awesome. But I was so convinced that the product is the reason you opt-in. I was so convinced that the product is the reason somebody buys. So what I wanna do real quick is I wanna walk through the more common mistakes that I see when it comes to creating opt-ins. If you can't get opt-ins, you're already dead in the water. Especially when it comes to putting a sales funnel on the internet - you're already dead in the water. If you can't even get somebody to opt-into your free thing, how you're gonna get them to buy? So what I wanted to do is I wanted to walk through... I wrote a little list here, so you'll see me look up and down here a few times, but I wrote a little list here just thinking through like, "Yeah, these are the most common things that I see as mishaps for why people opt-in or not opt-in." A little while ago, somebody sent me a message, "Hey will you critique my funnel?" So just so you guys know, I'm always willing to critique somebody's funnel. If you guys want me to do that, you can go to stevejlarsen.com. Stevejlarsen.com is where I can critique your funnel. I sell one-on-one hour coaching sessions. We can dive through whatever you want to. ...So there was a guy that I was doing it for, and it was a bunch of fun. I really enjoyed it.  I love these guys. They were so cool. Mad, mad admiration for them. It was some guys over in Hollywood. And it was really really fun. And they worked with a lot of actors. Any, anyways it was really cool. So they sent me out this squeeze page. And I start looking through this squeeze page and their funnel. And the very first thing that I noticed was how many places I could click. And I started looking through the page. (And, you know, I'm not gonna say who it was or whatever) I was looking through it, and there were so many places that I could click. There were so many places that  I could exit. That's one of the defining differences between what a funnel versus a website. Let's think about this. If I have a squeeze page; the goal of the squeeze page is to get someone's contact information so that you can continue to market to them, upsell them, serve them, and add value. If you're not adding value they're gonna unsubscribe anyway. So make sure you're always adding value. However, you're gonna go in, and you're gonna grab somebody's email. Well, the thing is, if I go and I get on a page, and you can look at your squeeze pages now. You can look at your opt-in page. And if you guys don't know what I'm talking about, a squeeze page, an opt-in page, landing page, those are all kind of synonymous terms. Reverse squeeze page/ landing page. There are subtle differences between all of them, but the main premise, the main idea is you're going to get somebody to give you their email address, or some contact info to start the marketing relationship. That's really all it is. Well, I was looking at this guy's squeeze page, and the problem was that it wasn't a squeeze page -  it was a classic website that happened to have an opt-in box on it, and they were treating it like a squeeze page. They were driving a lot of traffic. These guys were spending a ton of money driving traffic to this page. Off the bat, I immediately knew what the problem was. I was looking at their conversions rates, and I was looking at all this traffic coming in. I was looking at their numbers. And the numbers were telling the story.  I mean they were having like maybe 1%- 2%, of people opt-in for the free thing. That's like, "Something is wrong." You should be getting at least 30% in my mind for a good squeeze page. I was looking at Affiliate Outrage. It's a free program. Is it a squeeze page? It is. You might be like, "Well Steven you have a full course you're offering on the back." Yeah, but it's still a squeeze page. I just looked, 71% opt-in rates just in the last week! It's been launched for a while - so it's very exciting to have those kinds of numbers. A lot of my other squeeze pages right now are getting around 62% opt-in rate. I have another one right now; it's like a content funnel. Anyways, it's different. But it's got, it's got a 40 something percent opt-in rate. Which is crazy you guys. Super cool. There are principles behind this. And the first principle I want you guys to know about is that one of the biggest mistakes people make, classic mistake, is: "It's not a squeeze page." They build a website page. Meaning, I go on the page, and if you have links at the top, that's not a squeeze page. You just built a website with a funnel editor. You can totally build a website in something like ClickFunnels. I've done it, I've done it a couple times now. If you have more than one exit from the page, meaning; they should either have to put in their email address, and press submit - or literally close the tab. That is a landing page. Squeeze page.  I'm gonna call them "squeeze pages." Kind of synonymous though. That's like the classic classic blunder though. At the bottom, when it comes to all the legal terms and stuff, I literally put terms and privacy. That's it. And a copyright. That's it. You know. A business address.  I put the legal crap on there. But besides terms and privacy, I don't put anything else on the bottom. I definitely don't have anything on the top of the page. The only way to move forward is to give their email, or whatever contact you're asking for. That's how a squeeze page works. It's the definition of it - it squeezes. Give me some info, and I'll give you some sweet value. That's like the classic number one blunder. Now if you've been a funnel builder at all, you're like, "Duh, Steven I get that." Number two, the one that I see people mess up the most is there's literally just no curiosity. That's it. I look; there's no curiosity. The headline, you've not asked any open loops. The headline is not giving any kind of alluring promise. There's no alluring promise to it. The headline is like the most important aspect. The first time I ever build a squeeze page was with my buddy in college. He and I were doing an affiliate marketing thing. We decided we were gonna leave a class and never come back 'cause it was so boring. We spent probably three hours just on the headline. It almost got to a frustrating pace. It was like, "Come on; we gotta move along faster." But like we really wanted this thing to work. At ClickFunnels we spend two to three days just on the headline It's that important. So if you're just writing 'em on a whim, that's typically the biggest reason I see that people's squeeze pages don't work. They might just have one exit - which is great, it's what you should have - but there's no curiosity on the page. You've literally have answered every one of the questions that you brought up on the same page, therefore why should I opt-in? You wanna increase your conversions? You wanna double conversions? The easiest thing to do is to go in and make open looped statements where they're like, "Hey, what is the answer to that?" It calls out the right person, so they have to opt-in. It's like, "Yes, show me more!" Or "Yes, I wanna know." Or "Yes, give me that free report." Or "Yes, I want the free course." Does that make sense? It's the curiosity. Curiosity drives the human brain nuts. We have to have closed loops. It drives us crazy. In western culture, everything down to our music and our melodic tones resolve - because we need that closure.  A lot of eastern music doesn't. It's totally western culture to have closure. We need closure. Even if it's not real. Even if it's fake. In our lives, people seek closure. Man, that's human psychology. You can use that. So I create curiosity in my squeeze pages, primarily through the headline. Open it up, and say like, "Are you getting the most out of blank, blank, blank, blank, blank, blank? Click down below for the free report. Click right here to take the quiz. Oh, here's your quiz results. Do you want the quiz results? Email/ button!" As soon as I stop the camera right here that's exactly what I'm going to do. I'm going to finish a sweet quiz we're putting in front of one of our funnels now. And that's how I know it will work is because I ask an open-ended question and people can't handle but to actually try to pursue the answer. That lets me get their stuff. That lets me start pushing through the funnel and begin the marketing relationship. Curiosity. Stop telling all of your stuff on the squeeze page. That's not the reason it exists. Remember the function that it exists for. A squeeze page only exists to start the relationship. Not for you to teach all your stuff or make you look like a rockstar. Number three, this is a classic blunder, it kind of ties into the second one. Too much info. Just too much info. Way too much information. You're telling all kinds of stuff throughout it. You're literally bathing them in information. There's selling the opt-in, but then there's just like, telling stuff. If you wanna go see some good examples, again, these are free courses, but if you go to affiliateoutrage.com, watch how hard I'm selling the opt-in. It's a big page. I know it's a big page. But you can see I'm selling, it's a squeeze page. I'm telling a little bit more information than I would normally ask somebody to do, but watch what I'm doing. I present an offer: There's actually a full offer on that page - for something that's free. There is social proof up the butt. There's so much! There are testimonials. There are video introductions to all of the course creators, and all of the people who are in there. BUT... it's very open-ended. I'm not actually resolving any of the questions that I bring up in there. I'll ask questions like: "Well, Steven, how much is this?" "It's free, click here to get it." "Well, Steven, how long is this available?"  "Don't really know. Just kind of testing it out. People have really gotten a lot of results from this. Until then, make sure you get it, so I don't close it out." And it goes back, goes back, goes back, goes back. Opt-in, opt-in, opt-in, opt-in. Here's the issue; so many people instead of continuing to create open loops throughout the page, they start teaching on the squeeze page, and then they wonder nobody's opted in. I t's all about scarcity and urgency. It's all about creating that curiosity. The easiest ways to do that? "Man, don't tell them too much. Don't tell them too much." I had the incredible opportunity to go hang with Trey Lewellen for a little while. Trey, I and his awesome girlfriend were all hanging out. And we were working on his webinar funnel. And he had an incredible squeeze page. It was extremely short. It was literally a headline, an opt-in, and a button. That was it. The headline, an input field, and a button. That's all he had on that front page. And it was cool to see how high his numbers were. And that works really really well when you're talking to a hot audience. When people know who you are. And it works really well, it can work in general, like it depends on what you're doing. Like I don't wanna just say like this big blanket statement; "Oh, small squeeze pages that don't work very well." Or "They do work well." I'm not gonna make a blanket statement. Every scenario is different. But by simply going in and adding in a few testimonials or adding in the Facebook comments element so people can comment straight on there and it stays on there for all the future users who will visit that page - that's all native in ClickFunnels. That's really really powerful. He showed me some screenshots back, and they had like a 50% increase in opt-ins because of it. It was crazy. I can't remember the exact number but it was outrageous. It was a huge increase in the opt-ins. And, anyway, so I want you to know like, there was hardly anything on the page. He opened the loop. There was an input field and a button. That's it. That's like the classic squeeze page. The next thing I already alluded to it, is social proof. Guys, there's been some very fascinating launches in history where somebody will go in, and they'll sell a course with this massive sales letter with all the sales material. And they'll make tons of money. And it's like, "Wow! cool." And they'll close out the cart. Then they just focus on the students that came in; getting them results and gathering testimonials. Then they'll reopen the cart with no sales letter, just the huge sickening amount of testimonials and social proof. And they'll do just as much money with that page as they did with the sales page. Social proof is massive. Massive. You guys wanna know the cool way to get social proof? Go do a free course. What I'm saying is, you could literally just go like on Facebook for two hours and teach something. Pull that video. Download that video. Boom! Now you got a course. Go to your audience,  and say, "Hey, I'm gonna make that a $57 thing in the future. If you want though I could give it to you free now. I'll give you the recording. Give you also some other cool things,"  - make a little mini offer out of it. "So it'll be $57 or literally, just take out your phone, flip it sideways, and just tell me what that's meant to you. Tell me what value you've gotten from me in the future, or in the past. Tell me, answer the question what's it like to work with Steve?" I've done that multiple times now and gathered easily probably 50, 60 testimonials in a week. And then I just go and I'll liter 'em throughout my pages. I know my stuff is good. One of my squeeze pages on a site right now, I've brought it from 45% opt-in rate up to 65%, and it's maintained at 62%. And one of the biggest things I did was I just added a huge amount of social proof. Huge amount of social proof. And that was it. That was really one of the only major changes I actually added to the page. That was it. Social proof is massive. And it's a very easy thing to do. You don't need tons of it. But if you can get like two or three that's perfect. So you got your headline, you got an input, you got a button, some social proof. Done. And that's it. Lots of curiosity. Some scarcity and urgency. I recommend putting a countdown clock on there. Make it an evergreen countdown clock. Countdown clocks make people do crazy stuff. Just put it on there. You don't even have to explain it. You'll get more opt-ins. It's true. So anyways, I recommend also with your guys' squeeze pages that what they're opting in for is so obviously valuable that giving you an opt-in seems like child's play. And what I've noticed is when I do that it starts to increase the reciprocity they feel for me in the future. So anyways, just to run through the list again: #Number one, classic example is somebody who doesn't really understand funnels yet will come in and there's just too many exits. Way too many exits. I recommend using something like an exit pop. I don't care. "What Steven, you want exit pops?" Yeah, I don't care about bothering people one more time before they leave - I may never see them again. An exit pop. Works miracles. I love exit pops. It definitely increases my conversions by a lot. Exit pops are awesome. Too many exits. #No curiosity. You literally are telling everything. It's all about creating open loops. That's what gets them going. #Too much information. If you are gonna put a lot of stuff in there and if it is gonna be a big one, like I was saying, you can go look at affiliateoutrage.com to see this format that I follow. The more of those kinds of things I added in my conversions went up. But everything I put on the page has to do with back to the opt-in. I'm not selling the thing down the road. I'm just selling the very next step I want them to take. opt-in, rather than, "Hey, there's a course down the future that's gonna be this amount" Or "Hey, why don't you get coaching from me?" I'm not selling that crap. I'm only selling the very next step. Just like in an email. The email doesn't sell the product, it sells whatever link is in the email, and then they click on the link, and they go to the page. Then the page sells whatever the very next step is. Too many people sell the thing that's down the road rather than the next step. Easiest way to kill your crap. Don't do that. Same with the squeeze page. You're just selling the opt-in. That's it. The page sells the opt-in. The page sells getting their email address. The page sells getting and going and clicking to the very next step - not what's on the next step. It just that step.  So too much information. #Having no social proof. Which is, I just let you know a cool way to go get it. # Not having a countdown clock. Those are classic very easy ways. #Videos can help, but sometimes I see the way people create a video is an actual hinder to the opt-in. I don't recommend having a video for your opt-in. If your thing requires some explaining to do, maybe, but man it's gotta high pace. It's gotta be exciting to watch. I don't recommend having videos. Affiliate Outrage is probably the only one where I have a video; it took me a while to craft it and make it feel the way it did. Anyway, it's not a normal thing for me to go do because most of the time I find that videos on squeeze pages slow down the rate of opting in. They slow down the rate of consuming, and so I'll put a video on the next page. If I'm doing a reverse squeeze page, if you don't know what that is go look at The Funnel Hacker Cookbook, then maybe you'll put a video on there. But it's not a normal play for me. It's not a normal thing that I  do. So, if you're like "Hey, I can't get more opt-ins" and if you have a video, just take the video off and just try it. You know do a little split test and see what happens? You most likely will get a higher opt-in rate 'cause it won't slow the momentum down so much. Anyway, guys, hopefully, you found this list helpful? I know this was a little more of a tactical episode here, but just know that this is a pretty basic skill in the funnel building world. If you wanna be a funnel builder, get good at creating squeeze pages and list building. That's really what it is. Lists are the only asset on the internet, not the funnel, not your product, not your sales message - it's the list. The list is what will save you if the bottom falls out from under something. The list is the real asset on the internet. Not the product, not the sales message, none of that. All that stuff is transferable. You can take those other places. The list though that's the real thing that you want. So if you wanna be a funnel builder, you gotta get good at opting in. You gotta get good at getting people to opt-in. You gotta get good at delivering value up front. You gotta get good at pulling people and helping them realize, like, "Oh, logically I see what I should give you my email."   Anyway, so I just hope this is helpful to you. Go back to your squeeze pages, and use the list I  went through to look at your squeeze page and play devil's advocate. Like, "Man, yeah, you're right, this does suck." Make sure it's mobile-optimized. A lot of times it's harder to create a converting opt-in page than the actual order page. It's such a delicate place. It's the first time a lot of people will even see you or hear about you or know who you are. That's why I spend so much time on them. Even though, a lot of times, there are not many words on it. It's such a delicate first encounter. You have to make sure that it's awesome. So that's why I wanted to make this episode for you guys today. Make sure you go back, check this stuff out. The funnest thing to go do is start running through people's pages for them for free. Last story here, then I'll end... I can't remember who it was; it was someone related to Harmon Brothers. In the same building that they work out of. And they had this, crap I can't remember, this was a long time ago. I decide, I just wanted to start building more relationships. So I literally opened up my computer, and I started going to these different pages and funnels that I could tell were good, but not quite there yet. They weren't funnel builders, but they had a good product, and I just started recording my screen critiquing people's pages. Then I would just send their support the critique and wait to see what happens. It wasn't uncommon for me to start getting feedback from CTOs, saying "Wow, that was really helpful. Thanks so much." Like, "Oh, yeah, ain't nothin’. By the way, I'm Steven, how you doing?" And that was a really easy way for me to go in and actually create a lot of relationships. I did that a lot. I don't think I've ever told you guys that. Anyway, it's fun. Just go practice. Do it to your own stuff, do it to other people's stuff. Hopefully, you guys enjoyed the episode. Talk to you guys later. Bye. Aww, yeah! Hey, obviously a funnel's already dead if you can't get even get anyone to opt-in. So I spent four hours teaching an audience how to get high opt-ins when they work, when they don't work. If you want access to that member's area, where you can watch those replays, just go to freeoptincourse.com to create your free members account now.


23 Nov 2018

Rank #13

Podcast cover

SFR 251 - 3 Easy Ways To Create An Offer...

When you go to the Inner Circle works, everybody takes a turn to teach something awesome to the group, and then they say, “Hey, I have some things I need help with.” Then the whole group kind of analyze this person's business and give feedback… You get advice from a lot of heavy hitters, and everyone is focused on you until the timer goes off - it's intense… It’s mentally exhausting, but it's a lot of fun, and totally priceless! Before the Inner Circle, I could not sleep. I woke up at five dreaming that I was on stage...I was like, “I can't sleep anymore,” so I spent three hours pacing and working this out… MY OFFER CREATION PROCESS One of the things I want to teach you today is three simple ways to create an offer. We all think that creating an offer means that we go and add a whole bunch of products together… And that’s definitely an awesome way to create an offer… ...but it’s NOT the ONLY way. Anyways, I want to teach you three of those methods today. THE DREADED QUESTION On top of that, another thing I think you’ll really find interesting is seeing me answer the question of what I actually do.. *that* is NOT an easy question for a lot of entrepreneurs to answer… “What do you do?”...is kinda the dreaded question! When somebody asks, “What do you do,” and you have to answer - sometimes that sucks. But now, I can answer that question; I know exactly what I do… There are some things that, (like I said in the past), you have to design, and there are other things that you have to discover… Sometimes explaining what you do is something you have to discover, and that's been the case for me; it's not the case for everybody, but for me, it's been that way... ...and I’m gonna share that with you in a single sentence! https://youtu.be/mwj8UkCVSds So you’re gonna find out: Three ways to create an offer What it is I that actually do for the marketplace Why we have so many people reaching out to ask to be in our programs. If you want to watch the actual presentation, you can do that here. I have chopped out a certain piece that I don't want you to know about yet… ;-) We have a product that we've been doing for a while now, and we have a lot of people in it now - which is great, it's done quite well… It’s made a lot of money for us, and made A LOT of money for the students, I chopped that piece out, and I’m gonna keep that hush-hush for just a little bit longer while I finish a few things of…   YES, THIS WILL WORK FOR YOU! One of the most challenging things I have to deal with is when people ask, “Stephen, that's really cool, but how does it work for me?” They say things like: I'm in high ticket B2B sales that are multistage sales that are multistage sales/ contracts… I'm in retail… Stephen, I'm in… So, I think one of the things that’ll be helpful is for you to see three ways to create an offer… that you can tweak to apply to whatever business you’re in… You can use them all together, (which is very powerful), but you also can use just one or two to add immediate value to whatever you sell. So let's talk about value creation and how that actually happens… JUST DO IT This is my third inner circle meeting as a member, and I think those of you guys who saw me that first time will agree that I’m really very different… One of the things that I've been focusing on is showing up as my authentic self and being unapologetic about that, and it's been very fun to start doing that… … and I've noticed when I can do that for customers and help them arrive, they do all kinds of stuff on their own. That’s literally what the One Funnel Away Challenge was meant to do… If I can get them to say, “ I am an entrepreneur, I am a funnel builder,” they'll suddenly go do stuff without me yelling, “Just take the next step...” The amount of forcing I have to do drops like crazy. BUILDING MY WAFFLE I have been building my waffle, and it is awesome: I have to content teams I have a funnel team … I don't have quite the executive team yet, but it's been awesome. I mean, stuff's getting done without me all the time. A lot of people asked me, “Stephen, how are you doing all that you are?” I'm NOT, my company is. I'm building an actual asset… ... and that's been a major big piece for me in the last six months. Other cool things that we've done: We did a cool 7-day launch (following what Russell did) - it was so good, it was awesome. It launched my event, and opened the tickets - it was a 6-figure launch. I did my first quarter-million-month last month - that was awesome, that was a cool one. 10, six-figure months in a row - yeah, stuff’s going good. We have 3,000 downloads a day on the podcast, which is so fun. I'm speaking of Carnegie Hall - how cool is that! That's gonna be with Martha Stewart, Dan Kennedy, Michael Gerber in September. My main product OfferLab - there's not even a funnel behind it - started at a quarter million, (softly just word of mouth), there's not even a funnel yet, it's been really validating. The Carnegie Hall people asked me, “Do you want to sell?” I was like, “Yeah, I wanna sell!” They said, “No one else has said they want to sell…” I was like, “Why would you say ‘no’ to that, of course, I want to sell.” WHAT IS AN ENTREPRENEUR? Anyways, I'm in this weird phase… I was talking to Alex Charfen a few days ago, and I was like, “Dude, I feel like I am always moving and changing.” Alex said, “...that's what an entrepreneur is. You just redevelop over and over and over again.” So it's been weird... I feel like I've been shifting and changing so fast and asking, “Well, what is my foundation as a human being... as me,” and that question is what I think has allowed my true self to start coming out. In fact, two or three weeks ago, I told my wife Alyssa, “I can feel another change coming on, and I'm kind of freaked out about it..., but it's coming...” … and those changes are ALWAYS uncomfortable. One of the things I’ve realized who I serve... I didn't know the answer to that before... I serve existing and new entrepreneurs inside ClickFunnels There are a few things about ClickFunnels, in the last six months, that have shown me that it is A MARKET ... …and I'm very excited about because it's growing and maturing. And now, when someone asks, “What do you do?” I can tell them... I've never been able to answer that before. So here it is: I help people design and launch wildly lucrative offers ... that's exactly what I do! So I'm excited; that's just the most ultimate ridiculous clarity. I think I would've been my own worst nightmare client like a year ago, because I couldn't answer those questions… What do you want? Where are you moving to? ...and so it's fun to be able to say that what I do in one simple sentence. Anyways, a little give here... I’M A CAPITALIST PIG I call myself the Capitalist Pig, so I’d better know about capitalism - so I've been learning about the origins of Capitalism. I've been diving into a lot of history lessons… I’ve been learning about Adam Smith is known as the father of modern Capitalism… In his time, Smith was known, for disrupting a lot of things... NOT just Capitalism itself… In the 1700s - 1800s Europe, there was this really weird belief of how value is created... People believed that the amount of time spent creating a product equaled the amount of value that it had. But Adam Smith was like, “No that's dumb,” and he was the first one to really start switching that idea. Smith came in and flipped that idea, and said, “No no no…” Value is in the eyes of the beholder. Value is in the eyes of the person who's gonna consume it. And so, as the Offer Guy, what I'm really doing is helping people understand how value is created. And to do that, you have to understand the difference between COST/ PRICE/ VALUE… WHAT’S IT WORTH? COST = is what you pay to fulfill. PRICE = is what your customer pays to get your product. VALUE = is determined in your customer's eyes. I used to have this major, major hang-up; it was a huge false belief of mine… I used to think, “Oh my gosh, would I buy my own product?” ...and that would be how I decide the price. *MAJOR PROBLEM* I wouldn't pay myself 35 grand to hang out with me for a day - I'm not that cool ;-) BUT… I'm NOT the one buying the product... and lots of people do buy. The customer decides, the customer chooses the value, and I make things that are valuable in their eyes. WHAT IS AN OFFER? So... I've been on this mission to define an offer... and I can't say how many times, (even just with Russell), I've heard it said, “Can someone just define a funnel better... like how can we get a better definition? How can we explain it?” So I'm trying to solve the same problem for offers, and I think I have… Recently, I was able to meet Dan Kennedy's ghostwriter. He was the guy who was in charge of all the writers at Dan Kennedy's place and ended up writing Magnetic Marketing. He and I would email back and forth, and he has his own book. His name's Jack Turk (by the way don't steal him, I'm still convincing him to write my book)... ...and in that book he says: Offer = Core Product + Value Add I was like, “That's such a good way to define what an offer actually is!” PRODUCT VERSUS OFFER People ask me all the time, “What's the difference between a product and an offer, Stephen?” I'm like, “Well, an offer is a collection of products,” that's a method when you get down to it... A core product + value add = that's what an offer is! ClickFunnels = core product + value add (a whole bunch of other stuff that helps you use it better). For Example: ClickFunnels + Funnel Hacks = OFFER So I've been geeking out hard on ways to create offers under that formula. How can I take a product and move it into an offer? So staying with the example of #ClickFunnels as the core product... The method we're all used to creating offers with is by adding MORE products in our stack slide - and it's a great method! We add product, product, product, product, product and that adds a lot of natural value to what we're selling… ...and now, our dream customer is like, “Boom! Well, of course, I'll pay a grand or two for Funnel Hacks!” Does that make sense? These are super-powerful points to understand. There are other ways to create an offer, though… MY FAVORITE BOOK How many of you guys have seen the fake book story? I've made so many people mad with that story. The funny thing is that Michael Porter is like a huge deal. He's a scholar and Ph.D. But think about this… What's interesting is, I take his product, (I’ve never read that book, still haven't), and I sell it… Every time I tell that story, ( it’s about eight times now in front of live audiences)... EVERY TIME I tell that story, (before I even get to the stack), people have the book in their shopping cart, and a lot have already bought before I’ve finished. Q: What added the value and made people want to buy the book? A: It was the story and the sales message. This has been helpful for a lot of people in retail/ b2b/ multistage sales events, people who are on the fringes of ClickFunnels'... … it helps them create a product or an offer without having to create a HUGE stack! Some of them already have the product, and they're like, “I'm not gonna go create all these things for my stack.” Now how many of you have ever thought that? “What?!!! I gotta go create all that stuff inside of my offer to make an offer?” If that’s you. Then you can use this method, you’ve just gotta have a really amazing story. THE CLAUDE HOPKINS WAY... The other way to add value comes from Claude Hopkins… Claude has this really interesting quote… I actually learned this first from Tim Ferriss in The 4-Hour Work Week. Tim uses the example of t-shirts, and he says, “If these aren't the most comfortable t-shirts you'd ever worn in your life, I'll give you the shirt back plus twice your money.” It's like, “Woah,” that just increased the value! Q: There are no additional products or sales message - so what increased the value? A: *The Guarantee* Now, back to Claude Hopkins, who said: Two men came to me each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One man said, ‘Try the horse for a week. If my claims are not true, come back for your money.’ The other man also said, "Try the horse for a week." But then he added, "Come and pay me then." I naturally took the second horse. Isn’t that interesting… Hopkins flips the guarantee on it’s back and creates an offer out of the very same product - that's all he does! Horse #1 Horse #2 ... what's the difference? Nothing but the guarantee! Why was there a natural value add, (‘I naturally took the second man's horse”)? ...because of the guarantee, this whole thing was switched. There are more ways to create value, andI've been deep diving into the concept of what creates offers and some of the easiest ways to add value to everyone's business... I've been focusing pretty hard on this especially for the last year, and I had a big question arise in me… MOWER MAN GETS EVEN... I was mowing the lawn, and I don't know why, so I was listening to audiobooks, and I had this realization, like: “Oh my gosh, I am where I am because of talent not positioning.” Have you ever realized that about yourself? It's freaky. I realized that people are making a lot of money because of positioning only and NOT talent. I was like, “Oh my gosh,” I said it out loud as I was mowing the lawn. I was like, “I am where I am because of talent, NOT positioning.” Some people are waaay worse, super bad and they’re making waaaay more money than me… And after I got over being pissed, I finally thought, “...but what's the lesson from this? Oh my gosh, look at how they position themselves in relation to the market!” So now, what I do is I teach people in existing companies, (they're the ones that love this the most)... And I've been traveling a lot doing this… I help companies understand what their market is. Most people can't even define what that means much less choose one. ...so I help businesses to understand what their market is and the relationship to all the other markets out there. IS YOUR RED OCEAN EVEN RIPE? Not all markets are red Not all red markets are ready for a blue There are signals - there are patterns all over the place - I feel like it's ‘a beautiful mind...’ “Oh my gosh, are you all here?” And I've realized that “Oh my gosh, the path on this is so clear.” I just help people understand: What market they actually sell into Who their dream customer is in there, so they're not trying to sell everybody The core problem they’re trying to solve… ... and I dedicate my whole business to the Core Offer, it's pretty simple.   DO YOU HAVE A BUSINESS? Pre my ClickFunnels days, I was building funnels for a company in Florida using ClickFunnels... This company had an amazing product - their product was beautiful - they were known at the top of their industry. But as I started working with them, it was the most garbage jacked-up company I've ever seen in my life. They had… No Processes No Systems No support No salesmen ... it was jacked up! That company was surviving strictly because it had a good product, there was NO business That’s when I realized that there was… A huge difference between a business and products A huge difference between a business and funnels ….and it just kept going and going from there, until I realized that what I do is help people: Create the middle of their value ladder Create the launch campaign that puts it into orbit... and the Evergreen campaign that keeps it there. Then whatever goes on top and the bottom of the value ladder. So I've been realizing, “Holy crap, there are lots of ways to create an offer.” I just showed you very briefly, three ways to create a valuable offer: You can do through the guarantee You can do it through having lots of products and a stack You can do it through a story ... but there are ways all over the place to do that: I can do it by identifying a core problem that there's already existing - I don't need to create the problem. I can do it through identifying a clear who in the market that I serve. I can do it inside the way I launch. How many of you guys know someone who's waaay worse than you are, but they're making more money than you do? Pisses me off… ….what about you? I'm like that is not right, and it’s one of the reasons why I'm diving so heavily into what a campaign is… A campaign is NOT ads, but ads can be part of it. MAKING NOISE There are two different styles of campaigns, and I've been making HUGE lists of the major launch campaigns and evergreen campaigns that I've seen… ...because that's how crappy people are making more money than you, that's how they're making more money than me…. They just make more noise. I'm a marketer - I'm a professional noisemaker. ...and the people making MORE money... well, they just know how to make MORE noise. BOOM! Oh yeah, wasn't that awesome? Hey, just real quick: A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him. He said: "Hey Stephen, let me ask you a quick question... You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone. You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month. You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie... What would you do from day #1 to day #30 to save yourself? Russell Brunson Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen. You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.


14 Jun 2019

Rank #14

Podcast cover

SFR 172: Russell Brunson Tells The Shortcut To Learn Marketing...

Boom! What's going on everyone. This is Steve Larsen and this is Sales Funnel Radio. And today you're going to hear my interview with the one and only, Mr. Russell Brunson. Now, I've been wanting to get him on the podcast for quite some time, but I wanted to do it when I could actually promote something that he was interested in as well. Russell is the guy that originally started teaching me offer creation, and I wanted to make sure that there was as an offer for him, but also for you guys. What you're going to hear in this episode is behind the scenes of why he's come up with his latest book. A lot of you probably don't even know that he has a new book? It's not Traffic Secrets, it's not Expert Secrets, it's not Dot Com Secrets, it's another book. It's literally 550 pages, and he had 30 gurus come in and contribute to this book. You guys are going to hear why he set it up, where he got the inspiration from  for it. Why he rehashed the idea, and why he's gonna actually produce it for everyone now. This is really awesome. This is obviously my favorite interview I've ever done for obvious reasons. He is my friend. He is my mentor. I look up to him like crazy, and love hanging out with him. Anyway, I am very honored, very thrilled. Russell and I are just going to shoot the breeze for little while, and then we’re gonna dive deep into some reasons why people are NOT successful as funnel builders. We see these reasons all the time, and luckily we talk about them a lot in this episode. You guys are going to learn from the CEO of ClickFunnels himself about what makes a funnel builder successful, and what makes them destined to not be. Anyways, I hope you guys enjoy this. Let's cut to the intro and we'll get straight on to the interview. Guys, thanks so much and if you enjoy this, please go thank Russell. THE RUSSELL BRUNSON INTERVIEW: Stephen Larsen:     What's up, guys? Hey, I am excited. You guys obviously see the video right here, and you see who I have on. I'm very, very excited about it, though. I am, uh ... Frankly, I've had a hard time coming up with words to describe how I feel about this interview. I've been wanting to do this for a very, very long time, and, um, obviously ... It's Russell Brunson. He's the man. He's the CEO of Click Funnels obviously. He has gone from icon of mine, to boss, to mentor, to friend, and I'd say brother now, and, uh, love him like crazy. (Turns to Russell) Just really thank you for taking the time to be on here. So, obviously, just welcome to the show. Thanks for being on Sales Funnel Radio. Russell Brunson:    Yeah, man. This is an honor. I was hoping you were gonna ask me eventually. I'm like, “Gosh, this is only funnel show I've never been on!" Anyway, I'm just kidding. I'm super excited and proud of you man. It's funny 'cause I think the event that we first met at was where I was like, "Everybody's needs to be publishing! Everyone needs to do a podcast.” And you were like, "NO!" And then you went and did what most people don't do. You did the thing that you knew you needed to do but didn't want to do. You just did it, and now it's been like …Yeah, that's such a good lesson there for everyone. But that was the first day we met, it was probably the day or the day after that. Stephen Larsen:     Yeah. Russell Brunson:    And now look ...Fast forward two or three years later... it's amazing what you've accomplished, and where you've come. It's awesome. Stephen Larsen:     I appreciate that thank you.  A week later I was sitting next to you, working there, and I was like, "I don't want to publish. I'm not going to publish." And you're, like ... taking your phone, "What's up everyone? It's Russell Brunson." And, you know, then you're on your podcast, "What's up? I'm Russell Brunson." On your blog, "What's up? It's Russell Brunson." And I was like, "There's something to this." And I tried ... I don't think I am ... Hopefully I am, but I am trying to be your best student. I really appreciate it. Hey, I just ... I wanted to ask a few questions. It really means a lot that you're here ... You're changing the world. You're changing people's lives. You changed my life; my family, my immediate family. And now my extended family are all soaking up your stuff. We have our own little groups. They're like, "This guy's amazing. Who is he?" I was like, "I know. I told you I wasn't crazy." You know? Like, "Listen to him! He's awesome!" Anyway, ClickFunnels has grown. When I first got there it was at like fifteen thousand members, and I left when it was about sixty-five-ish. It's been interesting to watch how the audience has grown. Both in terms of being funnel builders and marketing skills. What do you say for the audience as a whole, the ClickFunnels' audience? Because, guys, if you're listening to me and you don't know about Russell and ClickFunnels ... I think you're a liar. Every episode I talk about Russell and ClickFunnels ... What would you say is like the recurring holes that people keep missing? What would make them successful if they just did that one thing? Russell Brunson:    Yeah, ... it's funny, 'cause ... And I almost feel like this has been part of my mission, 'cause I remember when I got started ... It's almost 15 years now ...   I started learning this stuff. And I'm reading these books from these dudes who are all dead now, and I'm like, "What? What?" Like, “Freaking, right?” I'm learning all this stuff, and I'm like, "This is the most amazing thing ever." And I’d go to all these conferences and these events. I show up and everyone's got a suit and tie, and they're all business-y and they're like boring as can be. People are on stage talking about direct mail ... These things that are super exciting, and they talk about it. But they're so boring. Everyone's so boring. But I was excited by it. So I'm listening to these boring people thinking, "Why is nobody freaking out here? This is so exciting." Like I can see the vision of it. And it was weird. So, I had to go to all these events, and study from all these people that ... They were just like more traditional business people that didn't realize what they had. I was learning it, and spitting it back out trying to like share it with everybody. And it's funny, if you read my books, and obviously you They're not like, "Here's the philosophy of Russell.” ... It's like, “Okay, I learned a bunch of a lot of people. Let me show you. I learned this from this guy, and this guy,” and like I'm telling everybody all this stuff. I feel like my job is just to make marketing exciting, because it is. Like it’s the most exciting topic on planet Earth. But when I came into this game it wasn't. The energy wasn't there. The excitement wasn't there. And I think the biggest gap that people are missing is that they don't understand that the key to success is not in, "What's my product? I'm selling an iPhone. Or I'm selling Rhino Rush."  They think, “This is the key to business," and it's not. The product has nothing to do anything. The only thing that matters is having a deep obsession with the marketing of the thing. The people that are successful are the ones who become obsessed with the marketing - that's it. It's not  becoming that's the best product, da da da and all those kind of things. It’s those who actually fall in love with what we're talking about. Like what me and you geek out on all the time. Like that's ... That's the biggest thing. I told you the story earlier today, but I was talking to Garrett White and he was telling me ... He's like, "Yeah, I had my mom sign up for ClickFunnels account.” Because Garrett obviously, you know, he's 2 Comma Club and 2 Comma Club X. His wife hit 2 Comma Club - they're doing it. So, people in his family are, like, "What are you doing?" So, he said his mom ... She created a ClickFunnels account, and she used it for a couple days. And she messaged like, "ClickFunnels is hard." He's like, "Mom, you're wrong. It's not hard. You're just stupid." Stephen Larsen:     (laughing) Russell Brunson:    I was like,"You told your mom, that?" He was like, "Yeah, she's dumb. She doesn't know it, but she's dumb.” She's looking at from like, “How do I use this software platform?” And not understanding that it's the marketing. ClickFunnels is just the thing that you put pages ... Like, it's not that complicated, but it’s the obsession with the marketing that makes the engine run, right?  It's coming back the core fundamentals. You are and I are working on a secret project and nobody knows about yet... Stephen Larsen:     (laughing) Russell Brunson:    But a hint of it is,  ... It's this challenge where the goal is to take the fundamentals of direct response marketing and make it exciting and fun - and then pound it in people's heads over, and over, and over, and over again. Because mastering the fundamentals will do more for you than learning how to use ClickFunnels. Master the fundamentals; understand hooks, story, offer, epiphany bridge - all these things that we keep talking about - and try to make exciting for everybody. You master those, everything else becomes super easy. It's not difficult on the backside. It's those core fundamentals of direct response marketing that people don't understand. If we can make that exciting, and light it up for people, then everything else becomes really, really easy. Right? And when you get fundamentals, then okay, go slap some pages together and sell stuff. But that's what people are missing... The geeking out on the marketing part of it. 'Cause when you understand that... I can plug any business into this now, it's not difficult. Stephen Larsen:     Yeah. You know, it's so funny, because I was like ... Someone's like, "Well, how do I make the page look? How 'bout this?" "It's not about the page!" ClickFunnels facilitates the page, but you're missing the whole point! Anyway, you touched on something that I want, I've always wanted to ask you. Russell Brunson:    Mm-hmm Stephen Larsen:     Because this was like, uh ... I don't know how else to describe it, man. When I was first learning this stuff, right? And I'm laying there with my M16, and I'm reading "Dot Com Secrets." I'm laying there, and I'm like, "This is amazing!" And I would l hide whenever someone would come around. 'Cause ... it was a training environment. I was, "This is ridiculous." And I wouldn't shut up about it, and I was like, "Oh my gosh, like, I've been looking and I finally feel like I'm finding the answers for why stuff has or has not worked.” You just did a podcast episode about this; it was lonely. It was crazy lonely. And when I finally got to your Funnel Hacking live 2016, and I met you, and I met all these people. It was the first time I totally felt like comfortable, you know, at home. How'd you deal with that before there was a Funnel Hacking live event for you to go to? Russell Brunson:    (laughing) It's hard ... um ... I made a lot of bad decisions because of that feeling. I hired a lot of people who were friends who asked me a question about what I was doing. Like, "You care? ... um ... Do you want a job?" Stephen Larsen:     Yeah, “You care?” Russell Brunson:    Sure, and I hired everybody I knew. But that was a really bad decision. I've learned since then. No, but I, I, totally get that I understand. It is super lonely - especially the beginning, right? Stephen Larsen:     Yeah. Russell Brunson:    If you have success it's easier to get in the groups and connect with people. But initially, it's like, nobody cares, and nobody believes in you. The people you love the most don't believe. That's the hardest thing I think. It's just... Stephen Larsen:     Yeah. Russell Brunson:    Man! Like, they believe in you, but they don't believe so much in the thing you’re doing, right? Stephen Larsen:     Right. Russell Brunson:    And you're trying convince them, "No, this is the thing." And they're like, "Are you sure? Because I'd love you to get a job, or I'd love for you to go to school." Or, you know, whatever the thing is. But it's, it's definitely it was lonely and painful. I would go to these marketing events, back in the day, and try to connect to people, and I found friends there. Stephen Larsen:     Yeah. Russell Brunson:    But yeah, it was different because for most people it was their business, right? Like, "We're direct response marketers." It's kind of like ... There's another event that happened shortly after ours, I won't say the name of it, but there's two different letters that talk about what it is, right? It's a great event, but the people that they attract the event are like the people in the company who do the traffic, they do the conversion and these things. That's their day job, and they go there in suits and ties and they're working on these things. The people like us, who were like, "I am so tired and so annoyed that to go to bed, because I'm so excited about this thing, and it wasn't the fact, like, everything's fuzzy and I can't see the screen, I would just keep going. But I can't." Right? The people who are obsessed like us - it took me a long time ... In fact, it was hard to find those kind of people. I found pockets of them every once in a while, and I started become friends with them. That was my first kind of peer group. But it wasn't a lot of it. As we launched ClickFunnels four years ago, we we're kind of creating this atmosphere ...  and I was like, “I want one of those to be a young hip exciting, fun thing where it's, like, we can, we can do that, right?” And the cool thing about ClickFunnels is the fact that we can ... Like, before it was hard, 'cause like I'd geek out on something and I'd get the programmers, and then they'd be like, "Okay, I'll see you in a couple days." And you're like, "Arrgh !What do I do now?" Stephen Larsen:     (laughing) Russell Brunson:    Well, now we can go in there and affect change, and it feels so good to be the one that like, “Oh, I’m going to put a logo there. Oh, I just moved it. Oh, it's back.” You know? Stephen Larsen:     Yeah. Russell Brunson:    You can actually do that now.  But to start with, it was lonely for me, and so like I said ... I think part of the reason why the company was built the way it was, was because I was trying to build a platform for me and people I knew who were like me. People who were, like, "I need to connect. I need to plug into other people, because, um" ... I don't know, there's something about 'em.” And you can sit down and have a similar language pattern to other people, and... Stephen Larsen:     Yeah. Russell Brunson:    Talk, and they get it instantly. It's just like, “Yeah!” I remember the first time I met a couple people that were doing what I was doing, and I ... I remember telling my wife that I'm like, like... Stephen Larsen:     “I found people.” (laughing) Russell Brunson:    “I said stuff, and they were excited about it, too. Like, this is the coolest thing in the world,” you know? Stephen Larsen:     “I'm not alone.” What I love so much is that you have the Facebook group for ClickFunnels open. So, it's this safe haven for people who don't really know what it is yet, but like frankly need a home. And I love that. So ... I asked, “What are the holes that these funnel builders often don't see?” One of the biggest holes, obviously, you said “learning marketing.” How can somebody shortcut the learning of marketing? Cause it’s not like it’s a small topic. I certainly didn't learn it my “marketing degree.” (laughing) You know! It's not easy info to find. Russell Brunson:    Yeah. Well, I think about how I learned marketing. Like, there's more stuff nowadays, right? We're publishing and other people are publishing. When I got started, there wasn't podcasts, there wasn't Facebook lives. ... Sorry, I just lost my train of thought. Somebody texted me right when we were talking. Stephen Larsen:     (laughing) It's good. Russell Brunson:    My phone is turned over. So ... Sorry, my train of thought, I totally just lost it. Stephen Larsen:     That's okay. Like, short-coding marketing. Like, how do I condense that? Russell Brunson:    I apologize. There weren't a lot of things you could learn it from initially. So the way I learned it is I picked four or five people I knew were doing good stuff. I was watching 'em. So, I would go and I would start just watching what they were doing. Like, intimately watching, right? Stephen Larsen:     Yeah. Russell Brunson:    I think that's what most people miss ... They go and they see the email, and they go, "Oh!" They go and they buy the thing. They buy the course. They're going to the course. Then all the sudden it's just like, “You missed it.” Like, did you even notice: Did you watch all the emails that came out prior to that? Did you watch the other people? Did you watch how they contacted JV partners? Did you watch how the Facebook ads started showing up? Did you notice, "Wow. Why is there an ad? Why is he talking about this thing where there's no, there's no call to action? Why would he do that?” Four or five of these different videos that came out and had nothing to do with anything. Then you see this thing, and there's some momentum, and stuff happens. Then people buy it. Then after they buy it, did you notice the second email sequence were they sold the secondary thing."Oh my gosh, like, nobody even saw it." They did the launch, but the money came from the secondary internal launch that happened to the existing buyers. For me, it's like... I bought everything, but I rarely consumed the products. I was just buying to see the stuff. And I think you're similar- Stephen Larsen:     Yeah. (laughing) I buy too much crap, man. I don't even go through half of it. Russell Brunson:    It was probably like a month after you left as an employee, and you were in your home I was watching ... (Before your Instagram, though)... Maybe it was Facebook live or something, you were like, "Oh my gosh, you guys! I just went through, like, every webinar that Russell's ever done. Check this out. Check this out." You have on the floor.... It was like all the registration pages, then all the emails printed out. You were like, "Every time ... Email number one he talks about this. Then, email number two always goes to this. And email number three ..." And you're just, like,” find the patterns,” and like seeing all the things. And you're like “I downloaded the webinar. I listened to it, like, thirty times. I've got all your webinars. I’ve listened back-to-back-to-back  just to listen to your pitch over and over again." And it makes me laugh, 'cause I guarantee you probably ... (I mean you probably did, but ... ) You didn't have to go through the course. I mean the value was going through the process of the course Stephen Larsen:     Yeah! Stephen Larsen:     Yeah, that's the funnel itself! Russell Brunson:    I got a certified letter from somebody today, who, uh ... It must have been somebody old, because they were asking for a refund for, like, a thirty dollar product. And so they sent me a certified letter, because that was easier than contacting customer support. But, as I'm reading this thing, I was laughing, because they missed it. Stephen Larsen:     Yeah. Russell Brunson They came to my thing to buy a book to teach to them marketing, and then they're asking for a refund for this free book. And they missed the whole point of the exercise. It blows my mind when people come and they want to learn funnels from me, and I'm like, "Oh, go get my book." And, then they're like, "What part of Amazon?" 'Cause they don't wanna get stuck in a funnel. I’m like, “IDIOT!” Stephen Larsen:     Yeah, like, “You idiot! What are you doing?” Russell Brunson:    You'll learn more from buying. Buy slowly. Take screenshots like I do, like you do. That’s the fastest way to learn marketing - to observe it, to watch it, and to respect it. Don't be annoyed, like, "Oh, they sent out three emails this week." Like, “Why they'd send out three emails this week?” Stephen Larsen:     Yeah, what'd say? Russell Brunson:     What is the purpose? What was the strategy? What were they doing? Did it work? Did it not work? Did I open it? Did I not open it? What was feeling I felt I read this email? What was the feeling? Am I paying attention to that? Because that's how I figured a lot of this stuff ... I was just paying attention to what people were doing, and, like, what affected me and what didn't. There's a couple marketers who I think write really good emails. Every time I'm, like, doing an email, I'll go back old email account from like the 1990s, right, or whatever it was. Stephen Larsen: Yeah. Russell Brunson:    Whatever, the old email address I have. But I was subscribed to everybody back then. And, I'll go in there ...   A lot of them aren't even still around, but I searched for their names, and, like, I'll see all the emails from that person. I just read the subject lines, and I look at which ones were clicked, back in the day. I didn't click on all of them, but I clicked on some of them. You can see which ones have been opened and not opened in Gmail. And I was like, “Okay, why did I click on that one? Why'd I click on that one? There's something that caused me to click on it, and the other ones didn't for some reasons. What was the reason?” Go back to your old email, and just scan through, scroll through like 8000 pages in Gmail look at which ones you clicked, and then ask yourself, "Why did I click on that?"  Those are the things that help you to learn marketing. Stephen Larsen:   I did that to yours the other day. I went in and searched ... I do that many, many times. "Russell Brunson." It shows me all your emails. I just start reading through them. I was, like, “That was awesome. Oh, my gosh. This is crazy cool. Like, that's super cool.” Russell Brunson:    (laughing) Stephen Larsen:     So, I wanted to ask... You got you got your book, “30 Days,” right? And, I'm super excited about it. Having marketers come in and teach what it is they actually did, and, and watching you selling the thing. Like, it’s such an awesome education. Everyone, I want you to know right now, I'm not bagging against education or whatever, but it is better than my marketing degree - and I got a 3.8 baby, all right? I did really, really well, and I don't use any of it. Right? None of it. Everything’s from Russell,EVERYTHING. I got in fights over what Russell was saying with some of my marketing professors. Right? Because I knew what he was saying was real and true. I know the story, but just for people listening, where'd you get the idea for the 30 day book? Russell Brunson:    Oh yeah ... I think have it right here in front of me. I may or may not? Let me check. Stephen Larsen:     Oh is it…? Russell Brunson:    It's somewhere ... Anyway, uh ... Melanie (Russell’s Assistant):     Hey, is it …? Russell Brunson:    Well, I'll tell the story even if I can't find it. Back in the day, when I first got started this game, and I was looking for how to get started online? I was in college. I was at Boise State, and this kid came out with something, and I can say his name, because ... So- Stephen Larsen:     (laughing) Russell Brunson:    Do you want the full story, or the part story? The full story's really good. Stephen Larsen:   What’s gonna sell the book? Russell Brunson:    I'll tell you the whole thing. So, what happened. So, this guy named Joe Kumar. He's an 18-year-old kid, and he had this idea. It was called, back in the day, "30 Days to Internet Marketing Success." So, this is not a unique idea to me. In fact, I hope that some of you guys clone this idea in whatever market you’re in because it's brilliant. Like, don't do my markets, because I will crush you. Stephen Larsen:     (laughing) Russell Brunson:    But, like, any other market, like, "30 Days to Dental Success." You should do that if you’re a dentist guru, right? "30 Days to Weight Loss Success," or like or, "30, like, whatever.” It's the model, right? But he did this thing, and he emailed a whole bunch of these “big name gurus” the times. He's like: "Hey, if you were to lose everything, lose your email list, your customers, your ... your name, your following, and all you had left was internet access and your marketing know how, and you had bill collectors on the phone trying to call you, you have 30 days to get back on top what would you do?" And he got, like, I think he had sixty people who each wrote a chapter. Like, "Day one: I'd do this. Day two, day three, day four." Like a whole 30 day plan. When I saw that. sitting in my Boise State computer lab, I was like, "Oh, my gosh. Like,, this, this is the key." And I'd been ... I'd been trying a year, year-and-a-half to figure stuff out. Stephen Larsen:     Right. Russell Brunson:    And, uh. Stephen Larsen:     What were you building at that time? What business were you on? Russell Brunson:    I don't think I even knew. I was ... Yeah, I didn't have anything yet. I was ... I was trying to stuff, but I didn't have anything back then. Maybe a couple affiliate things? Stephen Larsen:     You're saying that it took you a year-and-a-half, and you still hadn't figured it out yet? What?!!? Russell Brunson:    We didn’t have ClickFunnels back then ;-) Stephen Larsen:     (laughing) Russell Brunson:    Yeah, so, I remember reading the sales letter 10x, and I was like, "I have to buy it." It was a $97 ebook. I'm like, "Urrgh." Stephen Larsen:     Right. Russell Brunson:    "Hundred bucks for an ebook!" But I was like, "I have to have this." And so, I bought it. My wife and I were celebrating one year anniversary, and my parents, because I didn't have money at the time, invited us to go to Hawaii with them. And so I was like, “Cool.” So, I was going to Hawaii. So, I printed them out. It would have been like 60 of these things. It would have been, like, six, seven hundred pages. So, instead I printed out eight to a page. And I had them spiral bound, (and that's what I was looking for. You know, I had it here somewhere, but anyway.) Stephen Larsen:     Oh, yeah. I've seen that. That's right. Yeah, yeah, yeah. Okay. Russell Brunson:    Eight pages to a page, but it's two of these spiral-bound manuals. And so I got on the plan, and from Boise all the way to Hawaii, I'm reading each of these little mini pages. And, I'm like, "What?" When I read the first one, and it's this person's 30 day plan of how they'd get back on top. And was like, "Oh my gosh, that's brilliant." Then onto the next person's, then the next person's ... And everybody's was different, right, but the core concepts of all of them were the same. They all had their own little angle, and their twist, but what it all came down to was: "I would create something amazing. I'd then send the sales letter to sell that amazing thing, and I would drive traffic to the sales letter." I was like, "Oh, my gosh." I haven't had any success yet, because I don't: Have a product. Have a sales letter. Driving Traffic. I'm like, “That's all this businesses is, like, three things.” And I was, like, I need to: Create a product. Create a sales letter. Sell the product. Drive traffic. I saw the pattern after seeing it over, and over, and over, and over, and over ... And everybody had a different traffic strategy, and everybody had a different strategy on how to create the product, how they would sell it ... Some were teleseminars. Some were, you know, pre webinars. Everyone had their own different mechanisms to do it. But, when I saw the pattern 60 times in a row I was, like, "I know what to do now." And then I went back, and after that's when I created my ... my first product which is Zip Brander. It's a software product. Stephen Larsen:     Oh, that's when Zip Brander came up? Really? Russell Brunson:    Yes! The Brander Stephen Larsen:     I was gonna ask you what happened after this. Okay, okay. Russell Brunson:    Yeah, so I had the product created, and then I wrote a sales letter, and then I drove traffic, and that was it. That book was the thing that gave me the initial, like, the turn of, like, "I get it." So, that was twelve years ago. Fast-forward, like, three months later: Joe Kumar decided to sell, um ... Basically, for $500 you got the rights to his book, and you can sell it as many times as you want. I was like, "What?" I literally had no $500. I went out and I earned the money, bought the rights from him. He was only to sell to ten people, and I was like, "This is my future. It's gonna be me." So, I bought the rights from him. Stephen Larsen:     Yeah. Russell Brunson:    For 500 bucks. Me, and he said, “Ten people.” But he ended up selling to probably over 1000 people, and it was a big deal. Everyone's like... Stephen Larsen:     THAT MARKETER. Russell Brunson:    Yeah, it was a big deal, and he got in trouble, and ... Anyway, he ended up fleeing his country, and the feds came trying to arrest him, and and he disappeared. The last email he sent to his list, crazy enough, was, “You all read everybody else's plans, if you want my 30 day plan, scan your passport, and your something and fax it to me, and ..." And we're like, "What?” Because he was fleeing the government. Anyways, crazy story, crazy, and he disappeared off the face of the earth. Now fast-forward, 13, 14 years later: My whole goal, right now, (and I did a podcast about this) ... The only thing I, like, my whole focus everyday is, "How do I simplify this process, so that more people can be successful? How do I simplify the process? How do I simplify the process?" All your best ideas will come from you trying to figure out simplify the process for your customers, right? So, I'm thinking through, and then I was, like, "What was the thing that got me to have success?" And all the sudden I was, like, "Dude, it was the 30 day plans." I was, like, "We should do the same thing." And 30days.com, I went and bought the domain name. Then I was like, "Let's go out to people we know in our community who've done this, and have them each contributor chapter." And we did that. Now have a 550 page physical book that has everyone's 30 plans. It's insanely cool. It's exciting! And you are one of the plans in there - which I'm excited for everyone to see! Stephen Larsen:     Oh, man. It's so good! If I say so, myself. Russell Brunson:    That's the backstory on how 30 Days came about. Stephen Larsen:     I appreciate that. I remember when you had the idea for it. It came as all great ideas do come to you. We're all sitting there, we're working. Then you go, "Dude!" ... Russell Brunson:    Woo! Stephen Larsen:     ….And everyone stands up and runs to the whiteboard (laughing) barefoot. And I was like, "That's crazy." I want you to know I was watching what you were doing, and I took a page from that lesson. And that's literally I how I created Affiliate Outrage. I went and I crowd created it after watching you do that. And it works everybody, so you know. It's like crazy easy to crowd create great products that are super valuable. Um ... Well, hey, thanks so much for your time, man. I know that you're super busy.  I want to keep geeking out, but I think Melanie's gonna yell at me. Sorry, Melanie, Bruno. I think I'm going over. Russell:              She said, "You got one more question, if you want it." Stephen Larsen:     Oh, cool. (laughing) Hey, so after ... I wanted to ask… So you go through, and your reading all these plans, right? And I'm hoping this is what my audience does, and that's why I wanted to ask you about this.  I hope everyone goes and gets it... If someone's reading through all these plans ... There's obviously a lot of stuff, you know? This is not a small book, but ... I mean, they're literally being handed the keys to the kingdom to go crush this. What would you suggest somebody does as they're reading this? Should they follow one person's plan? Should they literally do it in 30 days? You know what I mean? How should they proceed after that? Russell Brunson: Yeah, everyone learns differently. Stephen Larsen:     Sure. Russell Brunson:    What gets a lot of entrepreneurs stuck, and um ... I could share names that you, personally, (but I won't on a podcast)... of people that come through our world that have struggled is, like ... They try to follow things to a "T."  Everything is like, “Uhhh? Uhhh?” And then someone says something, and they're like, " Uhhh? But how do I implement that to my thing?" They get so stuck on trying to figure things out, or try doing everything that they never get anything done. I think the best thing for them to do is to get the book and try to read through it. No ... I mean, it might be hard to read through it all. I mean, it's literally a 550 page book. It's like ... It's insanely cool. So pick the people that resonate with you. Some are talking about eCommerce. Some are internet and networking. Just find the ones that resonate with you. Read five, ten, fifteen of them. Read 'em through, and just get the flow. Because like it was for me, it was  basically seeing the pattern of, like, "Oh, I understand it." So, after you get that, then just come back and say, "Okay, now I gotta figure out for my business ... And I can't do what everybody did-" Stephen Larsen:     Right. Russell Brunson:    So find out from all people, which one resonates best with me. What I'm really good at doing is; I learned a lot of stuff from a lot of places, but a lot of things when they come to me, I'm not like, "Okay, how do I implement everything?" Because if you do that, like, you get overwhelmed, nothing will happen. Just be like, “Oh, that's awesome, but I'm not ready for that yet. So, let me store it right here.” If you know you don't have a product yet, you should just be consuming everything on how to create a product, and then do that. Like “Cool! Storing it, storing it, storing it, storing it ... This is what I need now. Okay, now I'm ready for the next phase. Okay, I'm gonna grab these things.” So when you get to the part where you're ready for traffic, go back and remember people's 30 days plan, like, “Okay Garrett talked about this, and Stephen talked about this ... Now I'm ready to start doing traffic,” and you start taking all those things off the shelf. School teaches you to memorize everything and regurgitate it. Stephen Larsen:     Urrrrgh. Russell Brunson:    I don't think that’s the right method. Right? The method for entrepreneurs is to take all this information and understand, like, “Where does it fit in the picture? And cool. Well, I'm at this phase right now. So, I'm going to just place these here, and leave them there, and then we'll come back to them. But I gotta focus everything on the next the next piece of this puzzle, right? The next step. I think that's the biggest thing. We have people in the 2 Comma Club Coaching, right now, who were trying to figure out Facebook ads, and they haven't figured out a product yet. Stephen Larsen:     I know! Right? It doesn't make sense! Russell Brunson:    You don't have an offer! You don't need to master ads yet. Master your offer first! Stephen Larsen:     Yeah. Russell Brunson:    And I guess what people miss is just they're trying to learn it all at once. Just don't try to learn it all at once. That's not going to serve you at all. Stephen Larsen:     I still do not drive ads. I don't want to learn that. (laughing) Russell Brunson:    Exactly. Stephen Larsen:     Okay, that makes total sense.  So, you gonna do a deep dive with it. Go in and just figure out what you want, and table the rest of it. Totally makes sense. Russell Brunson:    And then…. Can I ruin this for everybody? Stephen Larsen:     Ruin it! Russell Brunson:    Our surprise? Stephen Larsen:     Do it! Russell Brunson:    So, this is the surprise: Stephen and I have been in the laboratory, working behind the scenes. So, what we're gonna be doing is, um ... Well, you guys will see the funnel. Stephen hasn't seen the whole funnel. He's seen a little glimpse of it, but ... What he has coming ... You'll actually be able to get everybody's 30 day plans initially for free. So, it's free. FREE. Like, just, you're going to go and you're going to get 'em, and I'm gonna be pumped for you, because you're going to have them ... I want to make the barrier entry, like, “You just show up and we'll give you the stuff.” Stephen Larsen:     Yeah. Russell Brunson:    But then, the physical book, the 550 page physical book.  We're also gonna ship that you for free in exchange for you joining a challenge. We're going to be doing a 30 Day Challenge, where Stephen and I will be tag teaming “the crap kicking out of you,” to make sure you actually implement the 30 days. So, I would say is go through this thing. Geek out. Listen to everybody's thing and then sign up. It's a hundred bucks. Which is like the cheapest thing on planet earth. Stephen Larsen:     Yeah. Russell Brunson:    Literally a hundred bucks is not going to me. Whoever referred you to the thing gets a hundred bucks. So, I make zero dollars and zero cents from you being part of this challenge. The only thing it does is it gets me the ability to yell at you and Stephen yell you, to make sure you're successful and teach you the fundamentals and pound them through your mind. So, that way you can actually implement your own 30 day plan. So, I would say go to this ... Go to the virtual summit. Geek out. Listen to everything. Consume it all. Do your big immersion, and then our live thing will be starting 30 days later, and then just get prepared. Show that up to that 30 day thing, with, like, all these ideas in your head, and we're gonna be going step one, step two, step three, and counting the fundamentals. And after 30 days of that process you will have everything in place for your funnel. So, it's gonna be amazing. Stephen Larsen:     Oh, my gosh! And don't get sensitive people when I tell you that you're wrong. (laughing) Just be teachable. Be coachable. Russell Brunson:    I always joke that I'm kind of the coach that has a carrot in front of you, like, "Come over here, guys. It's awesome. Come over here." And you're the coach, from behind, with the stick, like, whacking them, like, "Come on!" Stephen Larsen:     "Go! What do you want in life?" (laughing) Russell Brunson:    So, you got someone pushing you and someone pulling. It's amazing! I think the combo of us tag teaming people is going to be exciting. I'm just pumped, because it's gonna give people the accountability I think they need sometimes to move through things, and just get something out there and done. Stephen Larsen:     Yeah. Russell Brunson:    You can learn the whole process once. And after you learn it once it's easy to do it over, and over, and over again. Stephen Larsen:     Totally! Same process. Which is the fun magic of it. Hey, there's a, there's a quote I've got on my wall, reminds me of you like crazy,  it's by Ray Kurzweil ... Just so everyone knows, I have an actual wall where I put quotes. I used to do it growing up.  It’s my actual wall ... and not like a Facebook wall … On that wall, I have written: "The purposeful destruction of information is the essence of intelligent work." And man, your superpower is just that. It is ridiculous! It's taking in all this stuff, and just spewing it out in this way where it's like, "Oh." Like, guru coming off the mountain with the two tablets, "Here they are." You know, like, "Wow! That's it! That's it! That's what I need." I really appreciate what you're doing, man. Changing the world! I'd do anything for you. Love ya, and uh, thanks so much for taking the time. Russell Brunson:    No worries, man. Super proud of you. I love what you're doing. You have a huge impact on people's lives. And the impact's gonna keep growing ... Anyway, I appreciate you. You're amazing. And your audience is lucky to have you all the time. So hope they all know that. Stephen Larsen:     Thanks man. Appreciate it. Boom! Keep Crushing It! How would you go from ZERO To Hero In 30 Days with nothing more than a ClickFunnels account and the knowledge you currently have? Find out how I would do it at 30days.com/stephen


7 Sep 2018

Rank #15

Podcast cover

SFR 233: It's All Just Learnable Formulas...

Once you get clear on what you want as an entrepreneur, the rest is a lot of learnable formulas that you DO NOT have to be pro at... Every once in a while when an interview is just so awesome, I ask: “ Do you mind if I repost this on Sales Funnel Radio?” ... and usually, they're very excited about that. This interview was with Marian Esanu from the High Ticket Client Acquisition podcast. Sometimes the right questions get me to teach something in a way that I haven't taught before. Shout out to you, Marian, this was a great interview. I’ve pulled out the BEST bits where Marian asks me about what I look for when I am trying to decide what to sell.  We talk about the whole red ocean analytics thing, (which by the way is a huge focus of the last OfferMind). The next OfferMind is coming up September 2nd-3rd.   They’ll be a bunch of really cool speakers coming in and Russell's keynoting. But back to the formulas… Marian asks me: What do you look for when you decide whether or not you should enter into a market. What do you look for when you're deciding what to sell? How do figure out what hooks to use?  You have to understand like I can close my eyes, and I can see the whole formula… It's all a big pattern to me.  I know the formulas that cause success at each part of the value ladder. I know the formulas before we even choose or start brainstorming an offer to promote.  That should be really encouraging to everybody because that's what I teach:  That's the point of my OfferLab program That's the purpose of EVERYTHING I do... The offer is part of the sales message. The sales message is part of the offer. They're separate, but they're combined in their purpose. They're equal but different. FINDING YOUR VOICE Marian:  What's your thought on somebody starting publishing for the first time? How do you find your voice?  Do you just talk about stuff that you're good at, even if you don't know if people are gonna respond to it? What do you think about that? Steve: That is one of the most frequent questions. It’s also one of the questions where the answer is NOT inspiring.  We created this event called the Funnel Hackathon Event. We called it the FHAT event. Russell's inner circle was there; these people were paying 25 - 50 grand to be in the room. The room was filled with very rich, very successful, smart people. I had gone through the previous 12 years of Russell's content to organize it.  I thought through like,  “Hey, in order to know this, you really need to do that. In order to know this, you really need to do that.”  … and I put it in a digestible way...  and we launched the original Two Comma Club coaching program from that.  We decided to test the material against the inner circle, so it was a BIG event for me. Russell was gonna teach, and so I was excited to see how he was gonna do it.  I was walking to the event room side-by-side with Russell, and he turns to me and goes, “Stephen, dude, do you want to introduce me on stage?”  Immediately, I was like, “No.”  I was so scared, like... there's no way.  I'm very formula oriented, and I was like, “What's the formula dude? What's the script? How do I MC? How do I bring somebody in?” ...and Russell starts laughing. He's like, “Dude, no wait, wait. Okay, settle down.” I was freaking out, so he took me back out of the room, and we went to this little side conference room.  Russell said: “Stephen, I got to tell you something... It’s impressive how well you model me... that's very rare, but dude, it’s time for you to find your own voice. Stop asking how would Russell Brunson introduce somebody on stage. How would YOU introduce somebody on stage?” I focus so much on modeling success, it sounds stupid saying it, but it was the first time in my life where I found my voice. It was the first time in my life that Steve Larsen was born on stage. I was already podcasting... because I was listening to what he was saying... but Steve Larsen started becoming born on my podcast. Around episode 70 or 80, I felt it…. I started doing it the way I would do it.  I feel like a lot of the model's we follow will get you to 80%. They'll jumpstart you and help shortcut decades, lots of pain and money that you otherwise would have to spend, but eventually the whole find your voice thing, in my opinion, is very unteachable. I believe that there are things in this business that we can design, but there are other things that we have to discover... and your voice is one of them.  So you can follow some scripts and blueprints for a while, and then after a while, it's like: “Okay, how would you say it? Just okay say it that way.” Marian: Got it. So it's more like practice, practice, practice, and then it would just come out at some point? Got it, awesome, and that's a hell of a story. Steve: It's funny, man. It was sooo depressing for me to hear that. I was like, “Just tell me the script, dude. I want safety in the script.” Marian: All right, awesome man. I think that will really help a lot of people that are listening to or watching this.  Now let's take it a step further, and let's say somebody has started to find their voice and find their message, and you know, model it and design it, and all that stuff… The next part in there would be the offer, and that's where your entire expertise and all of these things come in, right? Steve: Yeah. THE BUSINESS OF PROBLEM SOLVING Marian: What do you think is the next step would be, let’s say we're talking about a coach, a consultant, to design the best offer? What do you think they lack... and how they can start looking at that process as being one of the most important? I know you preach a lot on making sure that you work on your sales message and your sales process before you build your:  Product Course Anything that you want to build What's your process so that somebody can implement that for themselves? Steve: That's a very good question. It's interesting... I believe the sales message and the offer are actually one and the same. They're very separate roles, but I don't think you can have a sales message without an offer, and vice versa.  There's no offer without a sales message. They support each other, but they're very different roles.  If you're gonna go create an offer, and let's say you're a coach or a consultant, or something like that… I'm sure you've heard the saying that CEOs read a book a week… So for a while, I was just consuming. consuming, consuming, because that's what successful people do, therefore I will do the same… After about two years, I started asking myself questions like: “I'm doing what successful people do, why am I still broke?” ...and I realized several things. #1: For the first time in my life, I started realizing the difference between marketing and sales and that they're very different.  Marketing changes people's beliefs so that they can buy something. That's what a sales message does. The act of selling is just presenting an offer and overcoming objections. ...they work in tandem, but they are very distinct things. So if somebody's trying to come up with an offer, you shouldn't be behaving as a CEO.  CEO's are in the business of running and tweaking systems. Entrepreneurs are in the business of solving problems.  If you're trying to come up with an offer for the first time, you’ve got to put on the entrepreneur hat and get rid of all the mainstream CEO junk. You're not a CEO, so stop acting like one. I don't read a book a week. I'm NOT saying that you shouldn't learn, but… I learn with the intent to solve problems. That's what entrepreneurs are in the business of doing. So if you think about the way a customer is experiencing your product… The Winter Olympics was a while ago, right. (Crap, it wasn't a while ago, it was like a year ago. Nevermind, time is going fast.)  So, for example: If I'm gonna go be an Olympic skier, every single opportunity that's out there is guarded by a whole bunch of problems that you can't see… My dad really wanted to go be an Olympic skier... if he’d the opportunity to be an Olympic skier, there's a whole bunch of follow-up problems that you have to solve. Problems that you never knew you had to solve until you were given that opportunity.  Follow me for a second... I know I'm kind of going all over the place, let me tie it with a little bow in a second... Marian: No, I get it. Steve: Yeah, this is a HUGE deal to realize... I think most people that are in the business of selling anything, any kind of entrepreneurship, any kind of business… we forget this. Your product is an opportunity, and there's a whole bunch of problems that you have to solve that show up after someone buys. So, if I have the opportunity to become an Olympic skier, now that the opportunity's in front of me, I have to solve problems that weren't there before I had the opportunity: Who's my coach gonna be? What kind of skis am I gonna use? Which mountains am I gonna practice on? Are my times fast enough? Did I study my competition enough?  Do you know what I mean? Marion: Yep. Steve: It happens to us when we buy any kind of product in our life. I'm trying to find something on my desk here. Okay, this gum... SELLING GUM There are follow-up problems that somebody has after they buy this gum that they did not have until they bought it. It's the same thing if you are a coach or a consultant… When somebody buys your main product, there's a bunch of follow-up problems that you now have to solve that were NOT on your table ahead of time.  Like ClickFunnels, right? It wasn't until I bought ClickFunnels that I realized: I should learn how to write copy I should probably learn how to drive traffic ...I didn't have that problem before I bought it, right? I didn't have that problem ahead of time.  You have to realize that every product you sell is a gift both to the buyer and to you.  For example: When you sell gum, (or something else), there's a bunch of follow-up problems… This is the easiest way to create an offer ever. You ask: “What are the follow-up problems that my product creates for somebody after they buy it?”  Then you see what the majority are and you solve those problems with additional products. I just give those away for free when they buy the first thing.  Back to gum… What kind of issues would somebody have? Maybe they want more flavors They want teeth whitening Bad breath in general… So you could go interview oral health doctors… … and include that interview, (which is a digital thing, takes nothing to fulfill), with the original product that you sell and all these things that you go stack on there.  That's one of the easiest ways to create an offer ever. I hope that made sense? Marian: Oh, it does. Steve:  I figure out what the follow-up problems are, create a product to solve them and give them away for free with the original product.  Marian: That's INSANE! I don't think I ever thought about the whole offer creation process the way that you said it.  That can be applied to any kind of industry regardless of what you sell, as long as you charge people for something, they'll have a question that they didn't have before they bought it.  I hope everybody's taking notes. Steve: It drives me nuts when people are like, “...but in my industry’s different.” I'm like, “No, it's not. Do you sell anything? Sweet!” Marian: Even if you sell a commodity, people will still have questions. Even if it's a t-shirt, “How can I wash this t-shirt so it's not getting all crappy?” Steve: Exactly, yeah. “We'll give you a cool free PDF that shows cool fashion things to wear with the shirt when you buy.”  You're like, “Oh man, you just increased value without dropping the price.”  So there are a few ways to compete in this world... If I’ve got a bunch of other people that are selling something similar to me: Drop the price... that's one way to increase value. Don't drop the price and charge a little bit extra, but add more value... because price and value are not the same thing.  So I'm gonna bump the value up with mostly digital products that take nothing for me to fulfill, and boost the value like crazy. Now I can sell for a premium, rather than fight to be the lowest price for what I sell.  That's terrible, it's a terrible way to do business. Marian: That's super powerful.  I hope everybody's literally just taking this part here. This is worth a lot of money. Awesome, I love that.  CAMPAIGNS ARE DYING So I listened to one of your episodes. I don't remember the name of it now, but you stressed a lot on this matter.  You have a different way of approaching a campaign. A campaign for you is NOT just driving traffic to a funnel, it's a whole different thing put on steroids. Can you, can you talk about that? Because I really think that this can help a lot of our listeners. Steve: Yeah, I think the term campaign is something that's actually dying. It's a dying art.  Before social media existed, all these marketers that were out there, how did they get such fast, big sales? If you buy an ad on YouTube, or Facebook they call it a campaign.  I think what's killing it. From a direct response marketer's viewpoint, ads are just part of a campaign. It's NOT the campaign itself. A campaign is pressure building up to a certain point.  One of my favorite things to go do if you're podcasting or publishing... (which is one of the easiest ways to get clients for life, it's ridiculous. It will change your life if you just publish), is to create episodes that lead up to an event. So in the episodes, I'm like, “Hey, in two months from now, this cool thing is happening, and by the way here's a whole bunch of stories that are gonna break your beliefs.” ... I'm not gonna say that, but that's what's happening.  I'm dripping out those pieces of content, and at the end of all of them, I'm saying, “Hey, go to this page and register so you guys get early bird access...  on the waiting list... or whatever.” You build up all the pressure for this date, it's kind of what Hollywood does for movies.  THE HOLLYWOOD LAUNCH Q: How much money do you think Hollywood would make if you didn't hear about the movie until the day it’s actually released? A: They wouldn't make that much money. They are masters at creating pressure to a date. They create pressure, “Here it comes... on this date, oh my gosh!” right? ...and then tons of sales come in all over the place. Then they drive more ads… it's very much more like that. Ads are part of that… A marketer, at the core, is an event thrower... meaning they build pressure to a certain date, and then using scarcity and urgency... and remove access to it after while to get a second bump in sales. A campaign is much more, I don't even know what the word is…. Marian: Making them hungry for your product before it's launched, I guess? Steve: Yeah, in my mind, there are two types of campaigns that I use: #1: There's Launch Campaign for if I'm gonna introduce something to the market for the first time. There are several strategies for building pressure, noise, getting a big list and shoving them all to a certain date, so that there's lots of pressure out there.  #2: There's Evergreen Campaigns (it's my own definition), it is things like turning on Facebook ads, where I'm just gonna be tweaking the numbers, stuff like that… You miss out on so much money if you start a funnel or a podcast.. and then just turn on ads. Build Pressure! ...I use the two campaigns together.  I build a launch campaign and build all this pressure, pressure, pressure, and because I have a podcast, I'll launch to my own audience. When they buy, I take all that money, (I don't take profit), I dump it right back into my Evergreen Campaign. So I never put a dollar of my own in my business because of that strategy.  That's how I launch everything. I launch with a lot of pressure and then I take that cash roll it into my ads... and now my customers are paying for my ads. Marian: That's super smart, and I really love the way that you explained things, and the way that you put it out there to the public. It's super smart.  You are one of most in-demand funnel builders, so everything that you say, people will think, “Oh, I'll go and implement it,” but you have a complete in-depth process of things to do before you even touch your laptop to build a funnel. Steve: Yeah. Marian: And I think a lot of people would miss a lot of that stuff. Can you debate a little bit on that process? I know we're getting close to wrapping things up here. Steve: That's fine. Yeah, I think the biggest issue, and I did the same thing, you know.  I can't blame anybody for doing this... but when I first got ClickFunnels, the first thing I did... (and this is what I did for a while), was log in and build the funnel… ClickFunnels makes it so easy on the tech side to do stuff, it's attractive and it's sexy, and most people jump right to that… They say, “Hey, let me go build this sweet thing.” So they build it, this is literally how I did it.  I remember one of the first funnels, I built a free plus shipping thing, selling a CD. I wanted to have a free plus shipping thing, so I went and I rebuilt all of Russell Brunson's Dot Com Secrets book funnel… I said, “What should I tell them on this page?” I went through, and I came up with something to sell on that page.  I went to the next page, what should I sell on this page? What should I sell on this page?  Then after I had all the products in there, I was like, “How should I sell this?” ...and I went and I wrote the sales message, and I put it all in there. THAT is the exact opposite order to where you find success. People need to get out of the mindset of testing products. You don't really test products. You test sales messages.  The role of the sales message is to cause the desire for purchase. The product just fulfills on the promise that your sales message made.  That's all the product does.  The product should be amazing, but you really don’t need to test a product. It's NOT about that.  What causes the purchase, is the sales message itself.  So, I gather all this data from my competitors in the red ocean. I want something that's crazy competitive... and then I'm gonna take all that data and craft my sales message for those people alone.  The worst thing ever is when someone walks up and they're like, “Stephen, I built this sweet thing, who should I sell it to?” I'm like, “Ah that is like square one. You jumped to 99…” FINDING THE WHO First, you start with the who. It's all about the who and understanding: Where they are? What do they want? What they don't want? Their current desires? What they've already been buying to try and solve their problems? (So you don't go make that and it's a step backward in a customer journey) You understand MORE about where these people are, and that creates your sales message.  You go test that to those people specifically, and then once people are buying, then I go create the product to fulfill on.  Super safe, completely the opposite order than what college taught me. A different way of thinking about it. Completely different than mainstream entrepreneurship out there. Marian: I get it 100%. Julie Stoian shared the same type of thing... we were talking about an online course, and she broke it down in the same exact steps. So I can see why for sure.  Now you talk a lot about the red ocean, the blue ocean, and then you created something in the middle, the purple ocean. I know, a lot of people will say, “Well, my industry's too crowded. I got to compete on price. I don't know how to build an offer, whatever… How are they starting?” Let's say they do what you say, they start publishing, they find their voice, they create an offer, they create a sales message, all together. Are they testing that offer to the red ocean... and then they try to build their own type of blue ocean out of that? What's the best way to do that? Steve: That's a lot of strategies involved in that. Marian: Just the big picture. THE BLOODY RED OCEAN Steve: So this red ocean concept. You think back in the day where Al Gore created the internet, he didn't. He did NOT create the internet. But he claims he did.  ...but you think about when the internet became publicly available for everybody in 1991… There was one internet service provider, that's it. You know? Straight up monopoly. You couldn't get the internet anywhere else.  Then suddenly, all these other tech companies say: “Look at that, and they're like we could be an internet provider,” ...and someone else comes in, somebody else comes in, somebody else comes in.  They start driving the price down because of competition.  We actually want that. I want to have the most ridiculous red highly competitive, bloody ocean that is out there. I want it to be very bloody. I want it to be soooo competitive… Because when it is competitive, it's actual security. If the market of internet service providers is lasting long enough, what's cool about that is that in order for the market to survive, they have to start learning how to create new customers.  They have to make customers out of people who are not planning on being customers. That is not easy, and most markets don't survive that.  Most of us would not go into the beanie babies accessories market. You know or Pogs or Kmart or Sears, all these things that are dying….they didn't learn how to make customers out of people who were NOT planning to be customers. It's easy when a new thing comes out, they collect the easy people off the top who’d buy just because they're looking to buy something.  It’s hard after those people have dried up, for a market to move from customer collection to customer creation. That is challenging. Most markets die because of that.  I actually want a highly red ocean.  I want a lot of competition... because it's a sign that the market is surviving and growing.  Not all markets are red.  I want one that's red. I want to be able to go in, (hopefully, this isn't too deep), and look at this really, really, really red, red ocean, and learn how to take a step out of it, and build a sales message that goes directly back into it. ...because they figured out how to create customers.  It means I don't have to learn how to create customers. I just sell to those people and my sales message pulls people over to me.  I don't have to create customers, I just have to collect them. It's very, it's kind of a different way of thinking. I don't know. Hopefully, it makes sense but like, Marian: It does. Steve: I've coached 10x of thousands of people in this now, and the thing that's scary is they go do all this work, they create all these funnels, they make all the sales messages, they're making all the things that we tell them to go do… BUT… They go and they plug them into a market that's dying, and when the market leaves, they now have to go back to square one... the who.  “Crap, my who dried up. I don't know where they went.” The market left. The market died... and so they have to find a NEW who and go back to square one to create a new sales message and make sure that offers something that's sexy and fulfills… ...and make sure the funnel is something that is attractive for that market... and it's terrible, it sucks! It's where the entrepreneur in this game, (especially online), feel like their wheels are spinning... it's because they chose the wrong who. So I go in and say: Let's choose something that's insanely competitive Figure out how to throw rocks into it Talk to those who are only in pain… I'm NOT gonna talk to somebody in there and try to sell them if they're like a massive diehard, right. They're like, “I believe this stuff, this is my thing,” right?  That's like watching the Superbowl with opposing fans in the same room: “Well, this team's better, no that team's better.” No one wins, right! It's that exact same thing… 99% of sales copy that's written out there by somebody that's brand new, they're speaking to somebody in the red ocean who's a die hard. It's a dumb argument. I don't speak to them at all. I find a market that's really, really, really red, and then I only talk to those people in there who are feeling pain and hate the market they're in. They just don't know anything different... That’s a very easy person they go sell. Marion: That's something that a lot of people just don't talk about… You hear everybody being like, “Oh, I'm afraid to get into that market because it's so crowded. I'm not gonna be able to survive,” but no, you just said the opposite: “No, go there because you don't need to create customers.. all of them  are over there, and it's so much easier for you to get them out.”  Awesome man, you’re literally just spitting fire here. Last question before we wrap things up in here… You're one of the few people that I know, (especially in this online game), that has two completely different audiences. You manage both of them so well in a way that you never like…  I don't know I mean like correct me if I'm wrong, but it's very rare when you cross-promote between the two... maybe I'm wrong, I don't know? But I just, I'm so amazed by the fact that... I don't know how big both of them are, I know this one that I'm in, it's pretty large. Steve: A little big. Marian: Yeah. So then how do you manage to keep them you know not necessarily from a technical standpoint, but because you have to create offers for both of them.  You have to publish to both of them. How do you manage your time and your strategy behind that? Steve: First of all I would just caveat everything right there by just saying please don't try that. It actually was NOT on purpose, but it worked for a few specific reasons… So one of them is the MLM space, and when you think about that, the reason I went into that is because of the exact same principal I was just talking about. Like, that's an insanely red competitive ocean. There was a lot of opinions around that industry, which is good. I actually want that. I don't want anything that's too blue. I want a lot of red... because then what I did, (and this is the reason why it sells so well, and why I don't actually have to manage it that much)... This is one of the easiest ways to create a sales message, create hooks, create podcast content, is you become the anti-red in your messaging. ...and my headlines in that space are: How I'm auto recruiting a downline of big producers without my friends and family even knowing I'm in MLM. ... and they're like what?  The whole industry is built around attacking your friends and family, and so when they read that headline, it is the anti-red... and because of that, it's talkable.  We drive ads, but on the ClickFunnels page, when everyone's like, “Who does MLM funnels?” Like, everyone says my stuff. I'm not doing any of that, and the reason is that I'm so strongly anti-red. I'm like, “Yeah, do the MLM thing, but don't you dare do it in the way they're teaching you...” and who does that speak to? It speaks to people who are doing it, who are in pain and hate it. They just don't know another way.  Exactly as I was just saying. So it's talkable, and they do a lot of my selling for me because it's word of mouth.  It's very easy... because no one's doing that,  and then they can go, “Oh my gosh, have you seen this guy?” I'm very careful about what I sell, NOT based on the product... I'm careful based on the sales message and how abrupt it is in the red ocean.  That's one of the biggest keys and one of the biggest misconceptions.  For years, I walked around asking myself the question, “What should I sell? What should I sell?” … it's like paralysis. If you're listening or watching this now, and you're like, “I don't know what to sell... I don't know what to do?” … the reason's that you're starting with the wrong question.  Instead of asking, “What do I sell?” … You ask, “Who should I sell?” And “Who do I want to sell? Who’s my dream customer?”... what should I sell gets really easy... because you just solve their problems and become the anti-red in your sales message. It’s waaay easier after you do a little research like that.  Thanks so much for listening. Please remember to rate and subscribe.  Hey,  I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck.  I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don't know what tweaks to make. I've felt completely paralyzed by that in the past, and it sucks.  I've been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me.  #1: I began noticing the pattern to success is vastly the same, but everyone's spot on the path is obviously different.  #2: I've been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business.  Well, until now I've never had a system or product in my own business to help you build yours.  Now, I'm finally able to be public about all this...  If you'd like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com. The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you're new or already a killer in business.  You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com


12 Apr 2019

Rank #16

Podcast cover

SFR 60: How I Create My Podcast - Power Of Publishing Pt. 1

"Steve, how do you come up with content?" Well, here it is! Hey what's going on everyone. This is Steve Larsen and you're listening to a special segment of sales funnel radio. Now, a lot of you have asked, "Hey Steven how do I set up a podcast? or how to publish or how do you come up with things to say every single time? How do you get consistent with this? What's your routine? What kind of mic do you use? How do what to say? How do how you should say it?" and all those different aspects. And I'm excited for this episode. I think you guys are gonna enjoy it because I've had a lot of questions and I'm going to drop some answers here. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. All right you guys are really, really excited for this. Now, right off the bat I'll tell you, this episode, I'm calling it the power of publishing and I'm going to ... I've talked about this before in the past. I've talked about how publishing is power. It helps you with so many things but I don't want to think is ... My podcast is growing like crazy. It's definitely not the top podcast out there. I know it's not. But my podcast is really only 10 months old. I mean, really? Maybe, actually, not even that. The first month I had, I think, 1,100 downloads and it was all organic. 1,100 downloads than 1,400 downloads, then went to 3,000 and 4,000 then jumped up to 5,000 in a month, and then it did this massive spike and went to 8,000 a month and over 9,000. And we're not even halfway through this month as it is, and I can tell we're going to blow past this previous month as well. And it's been a lot of fun. And so please don't think that I'm saying, "Oh my gosh. I am the expert. I'm the guru." But I have figured out a few things of how sales works and it's been working for me, it's working great. So, and the followings been exploding and you guys have been great. So, I want to show you guys, and beg you and urge you that in your personal business, and in the things that you're doing, whether it's a business or you just feel a need to podcast, or publish, or whatever, video, audio, anything, written. I don't really like to write that much unless it's a sales letter, or sales copy. But some people like that. Whatever it is, choose some kind of platform and just stick to it. The weirdest things begin to happen, the coolest things begin to happen. You become an authority figure you become somebody ... You start to build a tribe. I think one of the coolest aspects of this, and why I've enjoyed it so much is because I have perfected my own craft far more. And selfishly, it's one of the major reasons I wanted to do the podcast in the first place. And it's worked. Holy crap, it's worked. It's worked really, really well. I helped do the fulfillment for Russell Brunson's Two Comma Club Coaching program, and once a week for about four hours every week we jump on and I do a four hour Q&A call, and we dive into people's businesses and help them create products that will ... We're trying to them make a million dollars with that product. And it's really cool. Super unique offer. But after six or seven times, I turned to Russell and I was like, "Dude one of the coolest aspects of this is that I'm getting better at my own craft. I already knew the material but the depth and how it fits, and all these extra scenarios is just so amazing." And he's like, "Yeah, it's one of the coolest reasons." And it's funny because I remember way back in the day, it's probably what? Two years ago, three years ago, I decided I knew I needed to start publishing but I did not want to do it. There was so much mental ... huge mental block for me in publishing because it was like "What do I come up with every single time I do it? How often do I do it? How does it work? How does the tech work? What do I say? How do I say it?" And those are all the big questions that I had and I've got a lot of those questions recently from you. So I'm excited for this episode and how to do it. It's funny, one lady reached out to me shortly after I started this podcast, and she was like, "Stephen were you a radio announcer?" And I was like, "No." She's like, "It sounds like you got a radio style voice. I expect to hear your kind of voice on the radio." And I was like, "Aw, I appreciate that." She's like, "Keep going with that. That's awesome." That's one of the first little wins that I had. It was shortly after I started the podcast and it kept me going, and I'm like, "Oh my gosh. it's so cool." But even before I started this, I had a periscope channel. A lot of you guys probably don't know that about me. I had a periscope channel. I was following Russell Brunson. He had no idea who I was and we were ridiculously poor, and it was ... This was a story I was not planning on telling you guys. But I was in a period of college where I was in the middle of my marketing degree and the things that I was learning on my own was dancing circles around what I was learning in my marketing degree. I was learning from guys like Russell. I was learning from guys like ... all over the place. Ryan Levac, Jeff Walker, all over the place, all these people and I was doing it. I wasn't just learning it. Some of my clients were like Paul Mitchell. Some of his hair schools, a billion dollar company really, really ... It's awesome stuff, really unique for a college student and I totally get that. And all along I kept hearing Russell say, "You got to start publishing. Got to start publishing." That's what he was saying when he would publish. And I was like, "I don't want to do that. That's crap. No, I don't want to do that. You know what? I'll do it ... I know better." That was kind of the attitude I had, a little bit. And one day I was like, "Fine. The dude said to do it. I'm going to start publishing regularly." And so what it did is I took out my phone and I didn't even know what I was going to say. I just hit go, and I planned out some stuff, I put some things together as far as like the look in the feel. And I was looking at graphics, and I was heavily into ... I never did any sports in high school or anything like that. I was always in theater. I was on stage a lot. Actually, you guys probably don't know this about me either, I sang a lot, from 4th grade all the way through halfway through college, I sang a lot. And so I took the lead in a lot of musicals and stuff like that, a lot of stage time, and I was a head editor for yearbook, doing a lot of layout design, and got a lot of Colorado state awards for my layouts designs and things like that. It was really, really fun, super cool. I enjoyed what I did, I do regret that I didn't do a sport. But, honestly, it's really helped with all the things I've been doing, though. And fast forward, when it came time for me to actually start publishing, I was scared to death. And I had to lean on a lot of the other talents I had developed over the time to try and deliver stuff that's interesting that people could listen to. And you've probably thought that. And if you're listening to this podcast right now, you've probably thought that before, you're like, "Aw, I should probably podcast," you know what I mean? So one of the things I love is it just helps you get more and more clear on your craft itself. The inner action is insane. And honestly, as I was reading, I was just writing out a list of the benefits of publishing frequently. And really, though, what it boiled down to, was two separate things. And I guarantee you will always need these things, you are never done with them. And the first thing that you need, is that you've got to find your voice. You have to find your voice. I remember, it's so funny, it was probably like two or three months ago, I was listening back to some of my first episodes ever on this podcast, and I was like, "Ugh." Like, "Ugh, crap, that's what I sounded like? Gosh. That was not a good story," or whatever. And I leaned over to Russell, I was like, "Dude, I think I'm gonna delete the first few episodes of my podcast, they're not very good." And very seldomly does Russell turn with this level of fervor. And he turned to me, I still remember this, and he goes, "No!" He goes, "Don't delete it!" He's like, "That is part of your story! You need to leave it on there, that's part of your journey, man. People want to know that about you, that oh my gosh, he didn't turn out with this, whatever- he wasn't born perfect, he wasn't born in a suit! And you become real, and you become vulnerable." And I was like, "Okay, that makes sense, that makes sense." And super helpful. So that's the number one true benefit, I believe, of publishing frequently, is that you find your voice. You figure out your own personality, you get really, really comfortable with who you are and what you say and how you say it. And the stories you tell, and the analogies and the principles behind there. And the way you start and the way you end and the way you address your audience, the way they interact with you back and forth. It is so incredibly important because in the future, when you decide you need to go sell something, you know how to do it, and they have heard you do it before, right? They've heard your voice, it's not new. You get past the croc brain easier, you know? All right, so that's number one. Second thing is distribution, you create a following. And like I said, it's really, really fun. This podcast now is at a time where the moment I publish it, within the first day or two, there are already four or 500 people who have downloaded it. And I know that's not huge or whatever, but it's not ... It's not small either, and I know it's growing a lot and it's been a lot of fun too, so super cool. So to me, when I think about publishing and I think about specifically podcasting, for me. It has become this therapeutic thing, I didn't want to do it and several years ago I went to Russell's Funnel Hacking Live event and he was like, "You gotta publish, you gotta publish, start a podcast, start publishing." And I was like, "I don't want to! I'm not gonna do it!" And then I was like, "Fine. Gah. I guess he has more money than I do, I should probably listen to him." And I got really, "Fine, whatever, I'm gonna do it." And it was almost out of annoyance, I was like, "Gah, let me put this podcast together, freaking thing." And I put it together and I was like, "Crap, what do I do? How do I actually execute something, how do I execute publishing in general, let alone a podcast?" I remember, I just started thinking of stories, I was like, "Okay, what does every publisher, someone who regularly publishes, what's a blog post? Okay, usually there's a story and there's some kind of principle in there. Okay, I'll kind of follow that format." And then it got more and more in-depth, and more and more in depth, and what I put into the podcast and how I structured them. And sometimes they're just ad lib. I know there's stuff on my mind and I've got to get it out. And sometimes they're more for me than it is for you, and then other times I plan the whole thing out and I get it going. Like, this episode right here, it's a full page of notes, I've got a lot of cool tips for you guys on how to publish podcasts and publish in general and I'm excited to jump into it here, it's taking a little bit. What's funny though is that I was so nervous, this is going to happen to you. If you've not ever published before, it's going to happen to you. I was so scared that what I was going to put out there wasn't good enough, that I confused action with success. I confused action with progress, and so what I did is, I must have had 13, 14 episodes done and ready and still, I had not launched the podcast. There was that much mental angst for me, I was just like, "Am I good enough, is this good enough? I think these are really good, what I'm saying in there is real, maybe my delivery is not polished enough yet, maybe I'm not the best at it yet, but I know this thing right here works, I should talk about it here on a podcast." But I was so afraid, I wouldn't launch it for a really long time. I remember, I think there was two dates I set. I was like, "Okay. Okay, coming up, I'm gonna launch this podcast, it's gonna be awesome, it's gonna be so good. Okay, here's the date, I'm gonna do it on this date, here it comes, " and I had to psych myself up about it. And the date came, and here it was ... and the date went. And the date left, and I didn't launch the podcast. I was like, "Okay, this is ridiculous, why am I so scared. What am I going to do, what am I going to say, so what, okay. Okay." And then I went and then published the podcast and I put three of them out at once because iTunes cares how many episodes people are listening to, and so if someone listens to the first episode and they like it and there's not a second one for them to listen to, you're already shoot yourself in the foot, right? And so I was like, "Okay, I'm going to launch with three episodes. I'll tell a story. You know what, honestly? I don't know that I'm good enough, and so what I'm gonna do is I'm just going to go interview other people." And that's what I did. And I lined up, I think it was probably nine interviews. So if you listen to the first 20 episodes of the podcast, about eight or nine of them are interviews. And I thought, "You know what-" And this is not true at all, every single one of you have got something that is awesome inside of you that can bless somebody else's life, I'm telling you that that belief that I had before, that I had nothing of value to give, was false. And it's false for you, if you believe that. It's not true. You have something that is worth to humanity, okay, to your market. And I'm so sad that I had that belief and I didn't launch it with more gusto, but it was just something I had to get over internally. What I did is I just started interviewing other people around the subject of sales funnels. That is literally why I did those interviews in the beginning of this podcast. And some of you guys have asked, "Okay, well Stephen, why haven't you done interviews since?" Well what was funny is when I started learning the pattern of how to publish and how to put value in the marketplace, and how to pull people together, and how to speak, and how to have confidence and all that stuff. I always reference this, but Robert Kiyosaki says, and it's always stuck with me, "The moment you move down the path of entrepreneurship, your character flaws blow up in your face." Well, it's no different for any kind of publishing either. And I had to get over myself, you know. I went and I launched all these different episodes, and I was like, "Wow. Sweet. People are liking it, that's really cool." And iTunes has 42 days for you to get on the new and noteworthy section, and I was like, "Cool, let me get out there." And there's a few people that say if you don't hit new and noteworthy section, that you should just abandon the podcast and I do not agree with that. Now, it depends on the podcast and the purpose of the podcast. For me, this is me sharing with you tricks and tips that I am using to build cool sales funnels. I've built over 170 of them in the last year alone, working for Russell Brunson. And I have my own clients and I kind of left that path so I could focus on you guys with this podcast and specifically working with click funnels and with Russell Brunson as his funnel builder. But before that, before I ever worked for Russel, before any of the others, I had my own clientele and it was awesome and that's how I broke into the industry. That's the purpose for this podcast, and so I don't think that by you missing new and noteworthy section that you should abandon the entire project. I think you're still going to find the voice, you're still going to create a distribution channel, you're still going to go and make your own craft more perfect by you learning how to teach it and coach other people through it. What I wanted to jump into here real quick now ... So all I was trying to say in the past, is just have some courage with it and just know you will always have haters no matter what. I am blown away at the number of people who take the time out of their freaking day to come tell me that they didn't like something I did. And I was like, "What on earth?" You've just got to be prepared, okay? Here's the metrics, okay? Ten percent of your following are going to be slimy thieves who just take crap from you and never want to pay for anything and think that you owe them everything, that's just how it works. Just plan on that when you start in any entrepreneurship, 10% of them are going to be the slime balls. And I don't care calling them out that way because I put a lot of sweat and tears- not tears, they're man-tears, right? But I put a lot of time and a lot of effort into things that I produce and I know that they're good. And if someone comes to me and says, "Hey, that's not good, I think I should steal it." Russell told me once, "If people are willing to steal your stuff, it means that you did it right because there's so much desire to have it." And I was like, "Okay. All right, 10%, you dirtbags, go take it," you know what I mean? You just need to know, when you start publishing, people are going to steal your crap. So that's one of the metrics. The other metric is that 10% of your following is going to become your raving fans. They're going to share your stuff, they're going to go on Facebook when you post things and they're going to re-share them and post them. They're going to talk about you, they're going to do shout-outs, they're going to go and they're going to say, "Oh my gosh, Stephen, that was amazing, I absolutely loved what you did, this last thing helped me here, here, and here." And it is fuel. And you've got to learn to love that, and you've got to learn to attach yourself to it. It's such a good feeling, it's so cool... It's fun to know and legitimately know that there are people's lives that have changed because I started this podcast. And it's going to be the same exact thing for you when you decide to consistently start publishing, on no matter what. And as long as you're consistent with it and you are honestly trying to solve legitimate problems and help people out, it's going to be a great experience. It's this side benefit I was just not expecting, to be honest. And there's just been times that I just fall asleep at night, I'm just like, "Oh my gosh ... man. That last episode was so good." And sure enough, people will come reach out to you and they'll be like, "Oh man, that was so sweet! Thanks so much, that helped a lot, it helped me do X, Y, and Z." And it's this cool community that you have the ability to create as the entrepreneur and the marketer and the leader and guru or whatever. And it's very, very exciting. Anyway. I was not meaning on having this be a rant of what it's been so far. My notes are completely different on what it is that I'm talking to you guys about right now, but it's all these side things that just have been really, really fun as I've learned how to do all this stuff, and it's been a lot of fun. So with that, let me jump in here real quick to a few quick things. I usually try and keep my podcasts no longer than thirty minutes, which to some people is way too long, but eh, whatever, it' my style, you know what I mean? You can choose your own. The biggest question that I get from people is, "Hey, Stephen, how on earth-" and I'm not trying to pat myself on the back, but they'll say, "Hey, you've got great content, how do you come up with it all the time." Have you ever felt that way? I'm sure you have, especially if you listen to this podcast, my podcast is all about how to sell stuff. And teaching how we are doing it, how I'm doing it. Part of that is marketing, and what's marketing? Marketing is education and belief re-building. That's basically it... You're basically re-building belief patterns by educating. That's what marketing is, that's what sales is in the long run, and so I'm sure you've had that kind of question. So what I do to actually come up with my podcasts, or come up with any kind of content creation piece, whether it's an email or whatever, is I'll sit back and I've got to get passionate about something. And I've got to collect my thoughts. And what I do is I go back and I think of, it's either a story or an experience or some ridiculous tip that has really helped or increased the bottom line or whatever, increased conversions or something like that. And the trick is that I've got to get myself in the same state that I was in when I had that story happen to me. Or when I experienced that tip. And what I have to do, is I need to covey enough emotion and I need to dive into the feeling and I need to dive into enough of what was going on around me when I'm telling the story, that you start to get in the same state that I was in when I experienced it. Russell literally calls this the "epiphany bridge." If you've ever read the book Expert Secrets, you know exactly what I'm talking about, it's one of the best books on how to sell that I've ever read in my life. And I'm not just saying that because I work there, it's true. I have two huge bookshelves next to me, just full of marketing books. And I've read and I've studied like crazy for someone my age and I know that, it's not normal, and it's still is one of the best books I've ever read in my life. Anyway. So what I do is I literally think through, "I've got to come up with, number one: an epiphany bridge. I've got to come up with a story." So number one, the epiphany bridge/story, you know, what's the story? And then what's the lesson that is attached to that. And then what I do is I sit down and the first thing that I do on the podcast is I try to tell the story first. I tell the story first, because I don't want to come right out of the gate and go, "Did you know you can increase conversion rates by changing your buttons from orange to red?" That's not true. But, you know what I mean? If I jumped right out the gate and I started telling you all this tech stuff, it's going to be really freaking annoying. And so what I do is I've got to tell a story, there's got to be pattern interrupt, there's got to be things that I do. Every once in a while, I start the episode, I yell. And I get really, really loud and I get intense. And that's literally the entire reason why, is because I need a pattern interrupt, I need you to know that this is not like what's happened the rest of your day. You know what I mean? And so I think through a story, I think through some kind of pattern interrupt, certainly the main lesson or nugget. But if I just come out and tell you the nugget ... Everyone thinks that, "Oh, just give me the bullet points, just give me the main ideas." And I'm not like that. "I wish that you'd just give me the main point and I'll just walk away." Okay, but everyone I ever just give the main points to, they never go do a dang thing with it. It's- story is powerful. You have to hear the story, it's part of the medicine, okay? It's like the spoon that holds the medicine. The story is super important to the whole thing. I come up with a story, like I said, some kind of lesson with it, and a hook or some pattern interrupt whether it's the headline or whatever it is. And that's kind of it, honestly. When my podcast started out, I had a few episodes, they were only like seven, eight minutes because I didn't know what else to say. But what I do is, as I'm reading books, and as I'm going through courses and as I'm studying other marketers and I'm sitting next to these brilliant minds- I will have my ear always perched towards what I could say in the podcast. That doesn't mean I steal idea, but if there's something that's applicable that I know you guys could benefit from, I sit down and I write it down. I've got a big, big, big list of lessons just from Russell because I sit there next to him. And it's a huge list that I call Brunson-isms, and there's just tons and tons of these different lessons, that- he'll say stuff when he's on another interview, and I'm like, "Oh my gosh, that was amazing," and I'll write it down. I don't always use it, but sometimes they'll pop up and float into my head in the middle of a podcast episode, or while I'm on an interview with someone else on their podcast, or whatever it is. And super, super fun, I really enjoy that a lot. So that's how I come up with the episodes, I hope that helps. The easiest way to do it is for you ... This is one of my rules. One of my rules, as you guys are going around and you're studying marketing and you're trying to learn how to sell you product and you're doing all this stuff. One of the biggest rules that has changed my life, and I started it about 10 years ago, okay? Wait ... when was it ... yeah, 10 years ago, it was 10 years ago, I remember it to the date. There was a guy who was mentoring me, and I was trying to make some changes in my life and all the things I was doing, and he said, "You know what you need to do." He said, "Every time you learn something," now keep in mind, this guy changed my life, I'm fully convinced. And it's a story for another time, but he saved my life. And there was a time, I was just trying to make changes in my life, I didn't like how I was living, I was trying to fix a whole bunch of stuff in my life, and he kind of was this heavy hand. He was kind of a hammer with a pillow around it, he was blunt, he was extremely forward with me. But what he did is he would sit me down, he would say ... You guys know I'm religious, okay. And so what he would do is he would sit me down and he would make me read scripture out loud and he made me put a shirt and tie on. And he was a strength trainer for the Denver Broncos football team. Big, big, big dude, this guy was massive, and he would put a thousand pounds on his back and carry it until his nose bled, that's not a joke. He just won the strongest man competition for his weight class in America, ridiculously strong man. And I was super fortunate to have him as a mentor for things other than hi physical training, which was really, really cool. And this is the lesson he taught me that's changed my life forever, and is one of the reasons why I'm able to, I think, come up with what I think are pretty good episodes for this podcast. He said, "Here's the rule. Learn for two." That's it. That's the secret, you guys, to content creation in my opinion and and how I come up with these podcasts. It becomes the foundation for everything. Learn for two, learn for two people. Meaning, when I'm reading a book, when I'm going through a video course, when I'm attending a seminar, when I'm talking to somebody, any time I'm doing anything and I'm trying to learn, or even when I'm not. My ears are perked open and I'm learning for the next guy I'm going to teach it to. I literally envision myself teaching this from stage. A lot of times, you guys don't know this because it's audio, I have my eyes closed when I'm doing my podcast, envisioning that I'm standing on a stage. Because I know that I was learning it, envisioning that I would teach it on a stage. Does that make sense? And so what I would do, is I'd go read through all these books and I'd go through all these courses and I would think through myself, and go, "Okay. How would I teach it to the next guy, how'd I teach it to the next guy," and I'm convinced that's one of the reasons I sit next to Russell Brunson. Because in college and way back in the day when I was doing door-to-door sales, all these things, I literally was thinking to myself, it was a conscious thought. "How do I teach the next guy what I'm learning right now?" You know the depth you begin to learn when you do that? It's amazing. The depth is insane because you're learning it with this, almost like a mantle that gets placed on you. You have this responsibility to teach it to the other guy. Now is that always true? No, but if you act like it is, and I learn for two, then I'm constantly in pursuit of what I can share with other people that is of value. I have quotes all over my wall, I literally write them on legal piece of paper and I thumb tack them to the wall, and when I was in high school I did that too and I'd cover my walls, literally, so you couldn't see the wall, of just quotes. And I can't remember where the quote is, I'm looking at my wall right now. I can't find it, but one of the quotes is that basically any time you open and you communicate, you're either taking up space or you're adding value. And that's the key, that if you want to add value, you have got to start learning for two. Well how do you come up with consistent, awesome content? It's not like things come to you all the time, you've got to dig the well before you're thirsty, you've got to put stuff in the well, so start learning for two. That is one of the biggest tips I can tell you for content creation, ever. When Russell Brunson hired me, when they called and I couldn't believe it, they were like, "Hey, we want to offer you the job." And I was like, "Oh my gosh, are you kidding me?" I made a conscious choice right after that phone call, I remember this. I was like, "How am I going to make the most of this opportunity that is just insane? Well, I'm going to learn for two." And I remember that went into my head, I was driving my car, I was going back home after the interview, and I had that conscious thought: "I'm going to learn for two." And doing that put more responsibility on my shoulders, but it also helped me formulate ideas and put pieces of things together. "Okay, this guru over here, they said this, and this guru over here, they said this and it pulled this together." And some of you guys have come out and you've said, "Stephen, how come you can quote so many other people and their books?" Well, that's why. Learn for two. Okay? Anyways, that's not in my notes. Again, ad lib. but that's been a huge piece for me. So now that you guys know how I come up with my content itself, what I want to do is I'm actually going to take a break here for just a second, and on the next episode, I'm going to share with you guys how I actually put it together. I want to tell you guys how I actually- what kind of mic I use, how I actually get it transcribed, how I get it published to like 15 different places with a single click. Really, really cool and powerful stuff. For the fear of this being an extremely long podcast, I'm going to break it into two episodes here. Stay tuned to the next podcast here, I'm going to push it out at the same time of this one. I just want to make sure I break it up here. All right guys. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-build sales funnel today.


19 Jun 2017

Rank #17

Podcast cover

SFR 255: Alex Charfen's Essential Systems For Every Business...

Alex Charfen is one of the very select few coaches I continually plug into...  I have wanted to get this individual on here for quite some time, and Alex Charfen has been one of the reasons why my stuff is blowing up so much.  I have learned that I need to listen to less people, and I'm very, very picky on those that I choose to dive deeply with… So for marketing and sales, I've really dove deep with Russell, (obviously) and you all know that.  For systems and business systems, I've dove very deeply with Alex Charfen... he's the other coach that I pay a lot to and listen to as well.  ...and I have other various ones that are very carefully selected... and I don't listen to ANYBODY else!  I'm extremely careful about the content that I consume - so that I can spend most of my time just moving, rather than gathering MORE information… ... which I don't think many of us need more of.  So anyway, I'm excited for you guys to understand more of why Alex Charfen, for me, has been so key… So I asked him to come on the show and to teach a little bit more about the systems that all businesses need, regardless of whatever you're in.  A lot of these are the systems that a brand new entrepreneur needs when they finally get that revenue coming in.  ...and then there are systems that he creates for those who have an existing business and are ready to scale.  Alex answers the questions… How do you know if you should be scaling or not?  What are the five reasons why most companies fail to scale? If you guys like this interview, please reach out to him, (he did not need to do this) and say “Thank You!”  At the very end, we have a special little thing for you, and so we're excited!  Boom, what's going on everyone? This is Steve Larsen, welcome back to Sales Funnel Radio - we're really excited to have you guys here.  I'm with one of my good friends, who's become an amazing friend and definitely a mentor... I would call and consider him a brother as well.  I want to introduce everybody to Alex Charfen. Before I really bring Alex on, I just want you all to understand, Alex Charfen was one of the guys that helped me understand why I am who I am... and that, it’s okay… and helped me lean into that.  I talk to you a lot about leaning into your obstacles, leaning into those things that have been crappy in your life…  … because they end up becoming your superpower.  You all know my story of going to the first Funnel Hacking Live, Alex Charfen was one of the first speakers, and I took so many notes…  I ran back home, I showed my wife and she goes "That's why you act the way you do?" And I was like "YES, it's because of this guy!” He had a crazy deep gravelly voice and I loved it. He was the man!" ...and I'm so excited to bring him on the show here: Guys, please welcome Alex Charfen, “How you doing, man?” ALEX: Steve, it is so good to be here with you, man. Thank you, and I echo your sentiments completely, and I consider you a brother as well, man. STEVE: Oh thank you so much, thank you so much.  You know it was like two weeks ago;  me and my wife were chatting about your material and going on through it, and she goes "Oh yeah, I have to remember this is how your brain kind of works."  I was like, "Really naturally, yeah! You should really know that" so we'll go back through your stuff. You know, I've got that Capitalist Pig shirt that I wear all the time, but I really want one that just says, "Charfen will explain," or something like that, you know what I mean?  That should be the next shirt… So much of what I do in this world just is NOT explainable without you. ALEX: Yeah, it's unique, you know, Stephen…  I think when you characterize it that way, so much of what you do is different than what anybody in the world would ever expect... and that's what I've found from the day I met you.  I think I walked up to you and said something like: "Hey man, I think we should talk. You're a really unique entrepreneur and I don't think you understand just how unique." STEVE: I remember you said that. ALEX: Or something like that. STEVE: Yeah I remember, and I felt like, you know in the Matrix when he's talking to that lady with the spoon bend... I felt like I was talking to her, and I was like:  "What does he see in me? What are you looking at?" You know, and "Please dissect me!" So anyway, I really am pumped for you to be here and just massive incredible love.  You have to understand, your name; it's NOT just a noun, it’s a verb in my vocabulary.  People are like "How did you do that?” "I just Charfenized it, baby!"  I say ‘Charfenation’ all the time.  I was hanging out with the other ‘Charfenites.’  I'm going over the ‘Charfenation.’  "How did you do that?" “Oh, I ‘Charfenized’ it, baby!” Anyways, you're very much a verb in my vocabulary, and with my family... so it's really quite an honor to have you on, it really is. ALEX: Thank you Stephen, it's an honor to be here man, this is awesome. STEVE: This is really cool. Well hey, I wanna just start right out and just, I wanted to ask…  My audience has heard a lot about you. I've talked about you a lot because there’s so much that ‘veI learned. Just recently, I was going through some of my old notes, from two years ago, from one of your events, and I was like "Gosh, you're so right, this is so cool!"  It really has created additional leverage for what I'm trying to do. It works, it's real, and I want everyone to listen to this and listen to what Alex has to say here. Understand that this is how I've been doing what I’m doing. I learned marketing and a lot of sales from Russell... but how to have a life, systemize, and make my business an asset from Alex Charfen.  So, anyway, could you just tell us how you got into this? 'Cause I know you weren't always… I mean I call  it entrepreneurial optimization, I mean it's really what you do - it's not just the systems, but like:  I'm wearing glasses now I'm drinking more water than I ever have in my life  I'm doing all sorts of stuff I never would do, because of you  How did you get into this? ALEX: - You know Stephen, I think if the question is, "How did I become an entrepreneur?”  I didn't find entrepreneurship, it found me.  This was really the only thing I ever felt comfortable doing in my life.  Ever since I was a little kid, I was always the kid that was different than everybody else, crazy socially awkward, like what you see today…  I don't try to be socially awkward, it's just natural.  I was always different than the other kids I didn't really get along I had trouble in school All the systems in the world told me I was broken.  … and then, when I was eight years old, my family went through kind of a financial downturn; my father lost a company.  He didn't go bankrupt, but he went really close, and to make money for the family we were selling stuff in a swap meet on the weekends.  I remember going to the swap meet for the first time and standing behind a folding card table, and a woman walked up, and I sold her a pen that had an LCD clock in it…  (Like that was big time for 1981 or whatever or '78 or '79, or whatever it was). Stephen I can remember thinking at that moment, "Holy crap, I'm good at this. This is something I'm NOT terrible at."  … because up until that point, I really hadn't found anything where it was like, "Hey, that was good."  It was always’ "Almost got it, kid. You don't suck as bad as you did yesterday."  I was the kid who consistently got MOST IMPROVED all the time, 'cause it's the award you give to ‘the kid who sucked the worst!’ And when that woman walked up, it was like "Hey, this is something I can do over and over again." And the more that I worked with my Dad, and the more that I experienced business, I loved it. The world is so random, but when you get into the world of business there are rules. …. there's an outcome.  People are in it together, and you actually have to work together to accomplish and achieve. …  if everybody cares about the outcome, it'll happen.  And so this is where I feel comfortable.  You know, it's funny, when I was a kid I used to create businesses, create business plans,  write out time cards and all this other stuff, and as an adult, I thought that was like ‘the weirdest thing.’  I would reflect back and think like, "Man, I was such a weird kid."  Now, that's exactly what my daughters do.  My daughter this morning was at the kitchen table for three hours writing out a schematic for a water park she wants to build one day. STEVE: Wow! ALEX: And you are who you are, and I think, from the very beginning, this is who I've been. STEVE: That's amazing, and when did you decide to make a business around this and go actually help other entrepreneurs, like myself, who need these systems? ALEX: Well, the business that I have today, we started…  So let me give you a little brief history. So in my twenties, I was a consultant, and you know, a lot of people ask about that.  I did some consulting at a very high level at the Fortune 500 level... I built a very large business that almost killed me.  And so I can tell the story really good...  I can give you all the highlights and make it sound great: $250,000,000 company I've worked with Fuji and TDK and Memorex and Logitech, and all international business.  Or I can tell you the other side of that coin…  I had a $250,000,000 company I made less than $2,000,000 a year  my margins were razor thin I had a bleeding ulcer I was probably over 300 pounds  STEVE: Wow. ALEX: And so when I got out of that business, I wanted to do something completely different.  So in my early thirties, I got into real estate, and we were taken out by the real estate market in 2007.  Cadey and I introduced our first information product, and that's how we got into this world. We created a product called the Certified Distressed Property Expert Designation.  In 2007 we were bankrupt, we introduced our product at the end of the year:  In 2008 we did $500,000 in sales The next year we did $7,000,000 The next year we did $10,000,000 Over the course of the life of that product, we did about $70,000,000  We went from bankruptcy to liquid millionaires in a year.  In 2013, the US Treasury came to our office and did a broadcast with us, where they said that, according to their research…  Our company had pulled forward the foreclosure crisis five to seven years ….so it was intense. STEVE: Oh, yeah... ALEX: Really intense! And what happened was, right around 2011…  A lot of our clients who were buying our product wanted help growing their business; so I took all of the stuff that I used to use as a consultant; the systems and structure Cadey and I used to run our business, and we started training it.  And so since 2011, we've been training it in classes/ courses. In 2017, we started the products that we have today. So now we have : An entry-level coaching program called Billionaire Code Accelerator - for people who are doing over 300k a year A high-level coaching program called The Billionaire Code Grow and Scale - for people doing over 3,000,000 a year. STEVE: That's awesome! That's so cool. ALEX: Yeah it is the most fun I've ever had, Stephen… It's like every day, I wake up and here's what I get to do:  I get to play in this playground with game-changing entrepreneurs that are starting businesses that are doing things that are just unreal.  ...and our systems, our structures are kind of the backbone for how they're doing things.  So on a daily basis, me and everyone on my team, wake up knowing that we are helping the game-changers change the world, and we recruit people who want to do that…  We recruit for people who are passionate about our mission… Everyone on my team feels like their life's mission is being fulfilled through being in this business right now.  It's the greatest thing I've ever done. STEVE: That's incredible, and I can tell everyone else who's listening and watching this now, it's exactly as he says it.  I think I've been to three of your events now, and they have just been life-changing.  I go through and it gives structure to the idea, but then, also, how I behave against the idea. So I can actually go in and breathe; I can live.  I watched my Dad create this awesome company when I was a young boy, but it took him too. But everyone does that, it's super natural - so you to go in and…  Remove the entrepreneur Create systems  Create processes and procedures, and people that actually push forward their vision even further. ... it's incredible.  I know it's not magical, but it feels magical, to me! I'm like "Oh my gosh!"  I've actually had a tab open with your course open for like the last month and I'll just dive into another video, and I'm like "Oh my gosh! Back to the drawing board, that was so good!"  And I go back to it again and again and again... it's just always up, everybody who's listening to me, it's always up.  That's really what's teaching me how to run a company, rather than ‘me’ being the company, and I've loved that.  Just so powerful I wanted to ask you kind of a key question here, and it's a question that I get asked a lot...  People come through my programs, I'll help them make money. They go and make a lot of cash, and it's awesome... but then after that, like what do you do? What are the first systems that you find that new entrepreneurs with a sizeable amount of cash should actually go create first? What are those first few moves? ALEX: You know I think I definitely want to share a couple of systems Stephen, but first, I want to just share a thought process. ..and this is a tough thought process for most entrepreneurs to take on, and it's interesting 'cause I've watched you go through this shift too, right? ' Cause at the beginning, (and I just want everyone to know)...  When I met Stephen Larsen, he was ready to take on the entire world solo! STEVE: Yeah. ALEX: Like all alone, right?  And here's the thought process…  After you start making money, the next thing to ask yourself is:  How do I sustain this?  How do I make it real?  How do I make it last a long time? How do I make it so that I'm not the only driver here? when you get to the point where the momentum you're creating on your own isn't enough, and believe me, we all get there...  Like I know that if you're watching me, watching Stephen, you're one of those entrepreneurs... and in the back of your mind, you have this crazy voice that has always told you:  You're meant for more You're gonna do more You're gonna change the world You're gonna make a massive impact ... and if you've always felt that, then there's a shift you have to make in your thinking.  Because here's the issue for people like us; I call it the Entrepreneurs Dilemma.  For people like us…  We need far more help than the average person to reach our full destination, but any request for help or support that we have to make, leaves us feeling vulnerable and exposed.  Stephen, you with me? STEVE: Yes, yes, yes, yes, 100%! ALEX: And so here's the shift… We have to realize that if we're gonna change the world, that is a group activity, and leadership's a contact sport.  So we have to wake up to the fact that when we start to:  Build a team Create a structure Pour into the people around us  Invest in those people Make them important Build relationships with them …. we will build the company that we have always wanted.  That's the only way it's ever been done.  The myth of the solopreneur who's changed the world is a myth - it's a joke. STEVE: So true ALEX: It's one of the most damaging things out there in the entrepreneurial world today.  Because the fact is…  Show me anyone that looks like they changed the world on their own, and I will show you a massive team behind them. STEVE: So true!  There's this idea that gets pushed around now, and it's like, “I'm gonna go and be this person that does all this stuff. I'm the gift to the world...” ...and it's like “Okay….” but you can't do that on your own.  In the last six months, I have begun to experience and feel burn-out. ALEX: Yeah. STEVE: I have never in my life experienced that, and it's been hard.  The only way I've been able to create leverage is by listening to what you say and create those teams. ALEX: Yeah. Well then, Stephen, that's the thing…  Here's the deal I want everybody to understand this: If you're an entrepreneur, you have a job, and that job is to…  Stay out of burn-out Lower pressure and noise in your life Increase the protection and support that you have around you.  Because if you don't work with that equation to constantly lower the noise and increase the support, lower the noise, increase the support…  Here's what ends up happening… You are in an equation that doesn't work.  … and it's not like anyone can come and argue against me here because this is like gravity.  This is like you know the facts of life, this is like taxes. We're all gonna pay 'em. There's no way to argue against this, you're going to lose.  And so in that situation, as an entrepreneur, you have to be really cautious about doing too much yourself, and about loading yourself up, because here's our instinct…  (You know you have this, I have this, we all have it.)  If there's something to be done, the first thought we have is, “How do I just get it done without telling anyone else,” right? Oh yeah! STEVE: Yeah ALEX: And it's like "I'm gonna conquer!" STEVE: Freedom baby! ALEX: We forget that humans are tribal animals, man.  We are all terrible at most things. Let's get real…  If you're good at a lot of things then you have a liability because you're not gonna be able to choose what you shouldn't do.  I'm very fortunate, I suck at most everything, and that's like an honest reality.  Anyone on my team will tell you like "Oh man, don't let Alex fill out a form, use the calendar, "send emails. We keep him out of all of our systems."  Seriously my team actually knows when I have a password for a system and they monitor me using it, 'cause I'm so bad at that stuff.  But on that same token, I know what I'm good at.  I'm good at vision  I'm good at where we're gonna go I'm good at putting the frameworks together  I'm good at assembling a team … and by doing those things, we can grow a massive organization and have a massive impact. So for every entrepreneur, the key is to figure out what you're good at and do that to the exception of everything else ... and it's the hardest thing you'll ever do as an entrepreneur.  Here's why… The second you start doing that you feel like you're being egotistical. You feel like you're being self-serving.  But here's the fact: When you drive your business to get easier for you it will grow like crazy. But driving your business to get easier for you will feel like you're doing the wrong thing.  It happens all the time. There's a discussion right now on our Facebook group, one of the CEOs in our group made a post, and I'm paraphrasing, but she said something like : "As I offload and reduce discomfort and get a team around me, I'm feeling less and less significant, am I doing this right?" And my answer was "Yes! You're absolutely doing this right. That's exactly how it's gonna feel!"  Because we need to attach significance to the total contribution, NOT to your day-to-day activities. STEVE: Mmmm, that's powerful.  You know it's funny I was It reminds me of … You know when I first got to ClickFunnels, it was just he and I. There wasn't like a copywriter, a videographer... it was just he and I!  So we did every single role in getting these funnels out, occasionally there was an exception where he'd go "Oh someone's really good at X, Y, and Z,"  but then, by the time I left... ALEX: - Probably design or something… but everything else was you guys? STEVE: Yeah, yeah, yeah, right! I knew enough Indesign and Photoshop, I was the one doing it most of the time... and doing first copy rounds, and it like, it was nuts!  But by the time I left, it was funny because he had started implementing these types of things.  I remember watching him during these funnel launches just laying on the floor, bored out of his mind.  I've never seen him like that in my life, and he was almost going to a state of depression. He was like "I'm not needed in my own thing now. Ah no-one needs me anymore."  It's a funny thing to realize, we're just the orchestrators. We don't play all the instruments. ALEX: We shouldn't, we shouldn't.  And so, you know, back to your question about what systems should an entrepreneur start looking at? Now, I'm gonna talk high level, and I wanna share...  You and I are really close friends, and I wanna share the most critical content we have for entrepreneurs with your group. STEVE: I appreciate that. ALEX: This is what we normally share internally once somebody joins our program…  We share the five things that keep companies from scaling.  The reality is, there are really five things that keep companies that should scale, from scaling.  And here's what I mean ‘companies that should scale…’  You know, if you go talk to most consultants, venture capitalists, investment bankers, accountants, lawyers, whatever, they'll give you this laundry list of why companies don't scale:  They didn't have enough money They didn't have the right people They didn't do all of these things The reality is, if you look at most companies that should scale, there are five clear reasons why they don't…  So let me share them with you, but let me give you this caveat…  Here's what I mean by "should scale..." If you've got a market  If you're capable of selling If you could do more  If you know you're leaving money on the table …. you should be scaling. If those things aren't there for you right now, go resolve that and then start scaling.  Far too many people try and scale before they actually have all the steps in place.  Then you just build infrastructure that does nothing. So let me tell you what the five things are...  #1: So number one, first and foremost, absolutely most crucial, is…  Most businesses don't have any type of strategic plan. So as a result, there's no go-forward strategy, and here's what happens in a business when you don't have a go-forward strategy.  If you don't know where you're going, neither does your team ... neither does anybody around you And so you will, by virtue of math, become the biggest bottleneck in the company.  Here's why…  If there's no forward plan where all of us can point at and go get it and help you chase it down, every time we want to know what to do we have to ask you, and we have to go to you... and it's a death of a thousand paper cuts.  You're literally in a place where you're:  Telling people what to do Checking that it got done Telling them what to do again.  And if you've ever been in that situation as an entrepreneur, you know that somebody only has to ask you twice before you're ready to flip out and lose it.  Am I right Stephen? STEVE: Yeah, yeah, usually once. ALEX: Once, right, right, but by the second time you're like "Are you kidding me?"  And so the way we get past that is we create a clear strategic plan, we share it with our entire team… ... and if the team knows where they're going, here's what happens.  I want you to understand something about the people coming to work for you.  If you're in a small business, you're hiring entrepreneurs. I know that there's this saying in the market, "You're either an entrepreneur or you work for one."  I call complete and total BS - don't even bring that crap around me. STEVE: Yeah! ALEX:  Every person on my team is an incredibly talented, hyper-motivated, world-changing entrepreneur, they just choose to be part of a team. And so you're gonna hire entrepreneurs, and the way you keep entrepreneurs absolutely and totally focused and excited, is you show them what they're hunting, you give them the kill.  You say:  Here's our plan This is what we're doing This is how you win.  And if you hire the right people, they will walk over hot glass to get to that destination for you. STEVE: Yeah. ALEX: But if they don't know where it is, you're gonna demotivate them and completely de-leverage them.  So number one, you have to have a strategic plan.  In my experience, less than 1% of businesses do. Also, less than 1% of businesses ever hit $100,000,000. In fact only 3% ever hit 1,000,000. STEVE: Jesus. ALEX: So when you look at that, it's not 1% of businesses that hit 100,000,000, 0.01% of businesses ever hit 100,000,000,  and the reason is...  Most businesses don't know where they're going.  And Stephen, by you having the tools to build a strategic plan in your business, hasn't it changed how you approach things? STEVE: Oh gosh, you guys remember when I tell you those stories of I left my job...  I created 200 grand of revenue really quick but there were no systems I was the…  Support guy  Fulfillment guy Sales guy.  I did every role, and I voluntarily, very painfully, had to turn down revenue to go build these structures.  And I want you all to know, it was Alex Charfen's stuff that helped me go in and actually set those systems in place... and so, please understand my affinity for this man and what he does. About halfway through the year, I was only at like 300 - 400 grand, which is pretty good, but that last huge sprint came in because of the things that Alex Charfen and his team were teaching me.  All those planning things that I use, and all the things that I've just lightly mentioned, they've all come from Alex Charfen, and it helped scale me. ALEX: That's awesome Stephen... Man, that makes me so proud. This is so cool! Like there's only one Stephen Larsen in the world, and I told you that the first day I met you…  I'm like, "Dude you are completely and totally unique and I think I can help you build the company you really want." STEVE: Yeah, you said ALEX: And for us to be sitting here, and for you to say that, I got chills Stephen, that's so awesome. Thank you, man! STEVE: Oh man, I'm so jazzed about what we do, but it's because of what you teach I'm like "I can do it... "  The first time I ever saw Stephen at an event, I did not leave the event until I'd cornered him and told him what I needed to tell him... because I knew you were gonna be exactly that type of person.  ...and here's why it's so important to me, Stephen.  I could tell the first time I saw you,  that you were gonna have a massive effect on the world.  But here's what I know about entrepreneurs; you're gonna have the biggest effect on the people closest to you - the people who are most proximal, your team. And when I see an entrepreneur like you Stephen, I'm like: "Man, if that guy builds a team he's gonna change hundreds of lives internally in his company. They're gonna change millions of lives externally, and I know those hundreds of people will build your legacy."  And when I see somebody like you, I'm like, “Man! That is the path, let me show you how to do this.”  The fact that it's working, is like, “Ah, it makes me so excited every day.”  This is why I get up out of bed every morning and do what I do. STEVE: Ah, it's so fun man, feeling's mutual. You walked up, it was from that FHAT event that you were at. ALEX: Ah ha. STEVE: And you walked up and said, "There's a huge company in you and I don't think you know it, and I'm gonna help you pull it out of you."  I remember when you said that, I was so scared. I was like, "There's no way that this is real! I know who you are, are you kidding me?"  It freaked me out, and I had to own my own vision for a while. It actually took me a while to practice that.  Anyway, so much has gone on in mental clarity and development from what you've taught, not just these systems and things around, it's really cool. ALEX: - So let's give the second one, Stephen STEVE: Yeah, sorry, sorry.  ALEX: oh don't apologize, shit I love this part.  So first you have a strategic plan…  #2: Second, the thing that you need to have is  A system to communicate that plan.  Let me tell you something about us as entrepreneurs… We think we're good communicators, but we're lying to ourselves.  The fact is, we are haphazard and emotional, and we're pumped one second and we're not the next, and we're all over the place…  Here's what happens…  When we have a team that has to deal with a personality like ours, and there's NOT a system for communication, it's random and haphazard and overwhelming... and it comes from all angles, and they're waiting for word from on high. Here's the fact, if you're the entrepreneur in charge, you're the MOST important person in the building all the time.  You're the most important person on the team, in the tribe, in the group, and they're all waiting to see what you say.  And if they're waiting for days and nothing's happened, they start thinking:  Is something wrong?  Did something go bad?  Did we do something wrong? So you need a system. As an example:  My team knows every Monday at 4:00, we're all gonna be on a weekly meeting together.  They also know every day at 9:27 a.m. we're gonna be on a daily huddle, and I'll be there.  They know that once a month we're gonna have a meeting where we show our strategic plan.  They know once a month we're gonna have a meeting where they all get the results.  So they all know when they're gonna communicate with me and how.  From the first day you're on our team there's a system that  controls how you hear from me.  Not just me pumping stuff out there haphazardly.  As a result, my team knows they're gonna hear from me, they trust it and here's what happens.  I set the expectations, I meet the expectations, we create trust. I create trust with my team every time I do that.  And here's the fact: If your team trusts you, you get way more out of them. If your team trusts you, they will do more for you.  If your team trusts you, you'll get discretionary effort ... which means when they're driving, when they're showering, when they're doing something else, they're gonna be thinking about your business.  Why?  ...because it gives them momentum. So if you have a strategic plan and a system to communicate it, you're ahead of 99% of companies out there. And Stephen, same thing for you with the system, the structure?  Like…  We all fight structure, but once you put it in place, isn't it incredible? STEVE: Oh, it's amazing! Stuff's getting done right now, that we set in place once. and then, I'll be like "Oh, podcast episode just launched,!Oh, what day is it? Oh, that's sweet! Everyone just put it out, all right, cool!" ALEX: Right, I remember when I started getting messages like, "Hey, I love the new podcast!" And I'm like "Oh, we put a podcast out? Nice!" STEVE: I didn't do that, what are you talking about? ALEX: So you have  #1: a strategic plan, then #2: a system to communicate.  #3: Here's the third one, now this is BIG, really big, and most business owners just, they don't look at this ever and it's the biggest struggle is, or one of the biggest struggles is;  You have to have a system to consistently document the right processes in your business. And by documentation, I mean having:  A flowchart A process document A checklist Something that shows you how the important things in your business are done over and over again.  For example:  If you walk into a McDonald's, and you look above the fry cooker, there is a process to cook fries above that fry cooker. Anything that happens in that McDonald's, there's a process for literally every single thing, including:  Unlocking the door Turning off the alarm Sweeping the floor That's why there's a consistent experience at McDonald's; I'm not saying it's a good experience, I'm saying it's consistent. In most businesses, in most entrepreneurial businesses, there's no process.  In fact, it's even scarier than that...  The process lives either in the owner's head or in an individual's head - so you lose a person, you lose the company.  You lose a person, you lose a big chunk of what you're doing. STEVE: Hmm. ALEX: So you have to have a system in a business to consistently evaluate what processes are in the company, and then on a monthly and weekly basis document the right ones.  The way that I would suggest you start, is you look at your customer experience: What is the customer experience in your company? What process documentation do you have to back it up to make sure that is completely consistent?  If you do that, you're gonna beat most people out there... 99% of entrepreneurial companies have little to nothing documented in any type of process. STEVE: They're just shooting in random spots 24/7. ALEX: Or they're doing stuff like, "Here's how we do our customer on-boarding…”  I trained Suzy Suzy trained Annie Annie trained Bob   John does it now ...and you're like "Oh, cool! Let's go and see what John's doing?"  Well, John's doing nothing close to what Suzy and Bob and everybody else was originally doing, and so you have these degrading processes in your business.  And here's what happens…  When you look at entrepreneurial businesses, they tend to…  Go up in revenue Come back down in revenue Go up in revenue Come back down.  If you're inside those companies, hundreds of times like I have been, here's what I can tell you…  Revenue goes up as the process is working, and then when it breaks, it comes back down. PERIOD  That's why businesses don't continue to go forward - there are processes breaking in the business.  Whether it's marketing, sales, delivery, whatever it is there's a process breaking.  When you document your proceses, you make them bulletproof.  So in our business, we actually use:  Lucidchart Flowcharts Sheets in Google Sheets  A new product called Process Street  -  a distributed, automated process document system, which is incredible.  So we have all of our processes in Process Street, and we have a distributed team around the world. We have somebody in Ireland who can do their part of the process, as soon as they hit the last button it transfers to somebody here in the US who can do their part of the process. STEVE: That's awesome. ALEX:  Documenting your processes + Putting them in place = Game-changing STEVE: Holy cow, okay I wrote that down.  I'm taking tons of notes so everyone knows, I hope they are as well…. And I'm not sharing! ;-) Process.st is the company, and we are so happy with it because... Stephen, here's what I want everyone to know,... Cadey and I have had five businesses get over $10,000,000 a year, and all five of them ran them with paper checklists. This is the first time we have automated checklists in Process Street.  The last information products business that we had, we literally had three-ring binders that we would carry around the office and check stuff off.  Having a three-ring binder with a process was so much better than having somebody trying to do it from memory.  Now with Process Street, we can distribute that three-ring binder, and I can get reporting on who's doing what. STEVE: That's amazing.  Yeah, I've actually seen the three-ring binder and I've thought, "Holy crap, that really is how he's doing it.”  You would teach it and then I watched you actually do it.. 'cause you would record your stand up meeting calls in the morning ALEX: Yeah. STEVE: And I was, "Oh my gosh, that's so cool! I'm NOT doing that, interesting."  Then I’d go back and take notes and start it. ALEX: And then implement.  Well, and you know, there's this phrase in the entrepreneurial world. Ah... I kind of get a little triggered, right! STEVE: Let it out, baby! ALEX: You know the thing that people say from stage: "Here's what I want all of you to know. All you have to do is stop working in your business and start working on your business."  And I'm always like:  "Oh, good, thanks. Thanks for solving it all for us dude, that was awesome. You just solved all my problems with that really cliched BS thing that everybody tells entrepreneurs."  When I was in my twenties, my instant thought was like, "How do I get on stage to punch that guy in the face?" And my then my second thought was like, "What a load of crap!  If I don't work in the business nobody's answering the phones, sucker."  Like, what's going on here? I don't know how to make that change.  And so the way you make that change is…  Working on the business means documenting processes. By making it:  Clear Repeatable Real And so you have…  A strategic plan that everyone understands A communication system everyone knows is gonna happen  A system for documenting processes so everyone can repeat what's going on with your clients #4: The next step,(and this is BIG), is..  A consistent system for identifying, documenting, and then prioritizing the right project in the business. STEVE: Ah, this changed my life. HARDCORE ALEX: Whoa, Stephen, you know how game-changing this is because, here's the problem in most businesses… Projects are selected emotionally.  Period, I can't tell you that they're done any other way - they're emotional.  You go to an event and somebody says "I'm doing this thing," and then, the next day, you're doing that thing.  You listen to a podcast or you hear a webinar, and the person says "Hey, I added this thing to my business," and the next day, you're trying to do that thing.  In our business, if I have a really great idea that I want to implement today…  If I'm like, "Man, this is a really high sense of urgency, we should get this implemented."  It'll probably be somewhere around 45 days, and I'm totally okay with that.  That's the timing it should be in my business.  Now if there's an emergency we're gonna fix it that day, but if I'm like, "Hey, I see an opportunity here with something," it's probably a 45-day event…  Why?  I have a team and a structure, and a plan, and we have a system that's moving forward. We're already hitting our numbers, why would I mess with anything? I actually protect what's going on in the business I add things gently I add things carefully I make sure my team's into it too  I make sure we have consensus  In just in the last 60 days, we've gone from two million recurring to two point three million recurring, STEVE: That's awesome! ALEX: So why would I mess with what we're doing? STEVE: Yeah. ALEX: Yeah, so when somebody's like "Hey Alex, I got this "great idea for your business." I'm like "Awesome, get in line."  And we'll put it into our system to see if we want to actually do this… Because the fact is…  If you're getting sold as an entrepreneur on what your next project should be, you're probably in the wrong place.  STEVE: Yeah, that's fascinating. I really agree with that.  It was your planning system for figuring out which projects, I still do it.  Top of every three months and it has guided everything we do.  And while I do follow a few rabbits and I'm practicing bringing it back in, we still largely follow the plan as to what the business needs, and that's ‘grow and scale’ rather than this impulse of like:  "Yeah, oh shiny object, shiny object, "that looks good, that looks good!"  And it's been that discipline, that's the other thing that's always up is my waterfall... ALEX: Yeah, yeah, always! I mean mine's up right now. I mean I could share it right now. And the reason is I always have my strategic plan pulled up in front of me, I'm looking at it every single day.  I'm asking myself: Is the team doing what we need to do here? How do I support people more?  How do I help them do this more? Because when you look at our strategic plan, here's what it's made up of.  Our one-year outcomes Our client-centric mission - which is our Superbowl, our hall of fame, the long term The 90-day projects we're focusing on right now  What we're doing this month to hit those targets . So that waterfall of long term, to one year, to 90 days, to 30 days, I can see it all on one document and it tells me EXACTLY where I should be supporting the team and what we're getting done.  And so here's what happens… I went to an event a couple of weeks ago, and I had an idea that was like "Oh man, we have to do this." Then I come back to the office, I look at the waterfall and I'm like "What do I want to kill in order to do this thing over here?"  And you know what the evaluation was? NOTHING I'm not going to take anything off this, that would be crazy. There's no way I'm gonna go to my team and say, "Hey guys, in addition to all the other stuff you're committed to, here's a hot potato." I just backed down and I waited till the next time we had a planning meeting and I said, "Hey, there's this thing I think we should do."  We evaluated it It went into the system It went into the plan There is very little knee-jerk reaction in our company because we are going so fast in a forward direction, that for me to challenge that in any way it has to be game-changing at a different level - so it rarely even happens. STEVE: Yeah, black-ops right? Call them black-ops? ALEX: Black-ops. STEVE: No black-ops! ALEX: No black-ops, baby!  If it's NOT on the plan, you don't do it... or it's black-ops.  And usually, the biggest creators of black-ops are guys like Stephen and I.  So my team has an open license to tell me if I'm doing black-ops.  They will actually call me out in a huddle, in a meeting, they'll be like "Ah, this sounds like black-ops," and then we'll make a note, we'll put it in a parking lot and do it later. STEVE: Oh, that's so cool, okay. ALEX: Yeah,  that's one of the most important things you can do when you have a team Stephen…  You train your team to criticize you and then you congratulate them when they do. STEVE: That's really cool, then they have a license to actually flex their brain instead of feeling like they're in a box. ALEX: Absolutely. You know I heard a story once about Larry Page, who runs Google, He was in a meeting and he really strongly stated a point. and one of the team members got emotional about it and started yelling at him.  She was like, "I think you're wrong and this is why you're wrong," and Page was smiling… Afterward, she asked somebody "Hey why was he smiling?" ‘Cause she backed him down, and he actually said "You know what, I think this deserves more investigation. Let's do this." She walked out and she was shaking and all adrenalized up, she had just yelled at the CEO of Google, like, “What the heck's gonna happen to me?” She turned to somebody next to her, and was like "He was smiling, is that because he's gonna come down hard on me?" And the person was like, "No, he was smiling because you confronted him, he loves it, he wants it.”  He knows that if people aren't confronting him, he's in a bad place. So I look at it in my team and I'm like, "Hey, if my team's not challenging me a little bit, then we're all just marching behind a duck."  You know, I don't wanna have ducklings behind me. I want people who are saying:  Hey, this might work This might not work We might have a better idea So you give your team license to criticize and license to call you on stuff. STEVE:  Gosh, I love that. #5: So here's the fifth one...  So we have:  Strategic plan Communication system Selecting and documenting the right processes Selecting and achieving the right projects, ….and then, this is BIG Finding the right people  It's NOT just finding the right people, its…  Evaluating the company Understanding what the company needs right now  What can you offload that is going to create the most momentum, not just for you, but for the team, for everything that you're doing together?  What is the position that you need to put in place next - so that the company moves forward the fastest?  And unfortunately, just like everything else I've named, planning, projects, process, all of those... people also become emotional.  An entrepreneur wakes up one morning and says, "I'm doing too much, I'm gonna hire an assistant."  Then they have the assistant sit next to them for three weeks, and they wonder why this doesn't work out?  It's because you had the thought to get help, (which by the way I congratulate you on), but there was no process there to actually make it work.  And so here's the process you need… Evaluate what's going on in the company Understand what the company needs Turn it into a job description  Then you use it to recruit You do tons of interviewing You drive it until you have three people that you can select from  You hire one of them and then you do at least a 90-day onboarding, high-intensity onboarding.  When I'm onboarding an executive team member, I meet with them every day for the first month, three times a week for the second month, and two times a week for the third month.  People tell me, "Hey man, doesn't that "feel like overkill?" I'm like:  You don't understand what it means to have an executive team. Your job is to build relationships with those people.  You want to know how you build relationships?  There's one commodity that builds relationships. One!  TIME - that's it.  And so when I'm onboarding, when I'm bringing somebody on, (whether it's on my executive team or anywhere in the business), somebody is doing that high-intensity onboarding with them…  Up close and personal every single day for the first 30 days making sure we have no drift.  And so, when you have a system to select the right people, bring them on and then onboard them the right way…  Here's what you avoid, (and Stephen this is like, Ah, this statistic drives me crazy)... In corporate America, I know because I used to be a consultant there.  In corporate America, they would say things like, "Well we just hired so-and-so in that position so they'll probably be productive in four to six months." The first time I heard that I was like "Did he just say four to six months? Does he mean four to six days, or does he really mean four to six months?" Because in my business, even way back then), if I had to wait four months for somebody to be productive I would have been, “They're gone”! STEVE: Yeah, yeah, they're gone! ALEX: And so in our business, we actually have this experience right now.  We recently brought on somebody else, a new person to help us in marketing, and with our onboarding process, he was actually achieving products within the first five days of his first week. STEVE: That's so cool! ALEX: And that's how it should be.  You want somebody to come in, be effective and start contributing and creating momentum.  Because here's what will happen…  As an entrepreneur, if you're wired anything like I am, (and I know Stephen is), if you have somebody on your team that starts to feel like they're not carrying their own weight, you won't sleep.  You won't sleep, it will rip you apart, Stephen am I right? STEVE: Yeah! ALEX: It will destroy you…  And so here's the question though… Are they not carrying their own weight because: They're lazy? They don't want to? They aren't the right person?  Or is it because it's not clear what they’re doing? STEVE: They have no idea what they're doing. They don't have confidence...I didn't help them! ALEX: Right, 'cause here's the thing.  Your team needs three things in order to ultimately be effective and to be the type of team you want.  And here's what I mean by that…  As an entrepreneur here's what you want, you want a team that just does stuff and asks permission later.  You want a team that achieves and lets you know how things worked out.  That's it!  I just know this is how entrepreneurs work.  You want people who make really good decisions.  You want people who move things forward.  You want people who don't stand around waiting for stuff.  And if you want to have a team that actually moves things forward as an entrepreneur…  You gotta spend the time with them and let 'em know what your ethos is, and let 'em know how you make decisions… That's how you duplicate decision making. STEVE: Hm, gosh I love that. Okay, so… Strategic plan System to communicate System to document processes that can be shared inside the whole biz  Documenting projects and the ones you're gonna work on Finding the right people ...and I actually personally just went through your onboarding training and it's so awesome!  'Cause it goes through and it's like this, you basically create a runway for 'em, right? And if they don't land, don't worry you've got parachutes and there are jumpy cords all over the place... - you're doing everything you can to help 'em win fast and lots of small tiny wins that build that confidence, and I was like:  "That is brilliant. 'Cause that is not the way you're taught anywhere else.” ALEX: So Stephen, check this out, man.  We recently fell out of the lucky tree on recruiting and we hired this guy named Greg Duby and he is, ah, amazing.  He's like, he's just one of the most exciting guys I've ever worked with because he's so solid and so centered, and just so good at what he does.  Greg is a former nuclear propulsion tech in the Navy, so you know what that is, that's the guy who rides the bomb around in the submarine, okay? STEVE: Yeah, that's amazing! ALEX: Yeah, you have to have advanced degrees in Physics, advanced degrees in Math. He's literally a rocket scientist.  So he worked in the Navy, then he worked at NASA, then he worked for some of the larger consulting firms out there…  I mean, he's done incredible stuff in his career.  He's just one of the most solid people I've ever worked with, and within about two or three weeks into our company, in one of our daily huddles, we said, "Who got caught being awesome?" It's where we call each other out, and he said:  You know, I just wanna call this company out for being awesome. “ I've been here for three weeks, I've never had an experience like this getting on-boarded anywhere...  I'm up and running, I'm excited. I feel like I'm really part of the team. I feel like I've worked here forever and I'm three weeks in."  And this is somebody who worked at some of the best consulting firms in the world, NASA and the Navy!  And our little tiny company has impressed him so much because we did onboarding because he knew what he was supposed to do.  And as a result, Greg, I think we're about three months in with him, and dude, there are projects that I thought were gonna take a year or two that are getting done this week. STEVE: That's so cool! ALEX: It's crazy. STEVE: It's just a completely different way to do it. One thing I hated in the military, I love the military, but you know, some things that are rough and that is that there are no clear guidelines on how to win ahead of time. The way you're instructed is by hitting barriers and then you get punished for it, and you're like:  "Just tell me ahead of time and I wouldn't do it! But all right, let's do more push-ups."  Anyway... ALEX: Something tells me you did a lot of push-ups, Steve! STEVE: I just want to say thank you so much for being on here.  I asked for 30 minutes and you just completely over-delivered, and I just really want to say thank you to you.  My audience already knows very well of you.  Where can people go to learn more about you but specifically also get your help inside the business? ALEX: So the best place to learn more about us is to go to our podcast.  I publish a podcast four days a week, which is essentially a one-on-one conversation with an entrepreneur growing a business.  And the way that I create each one of those episodes is when a question or issue comes up in our coaching groups, I create an episode around it, we distribute it to the group.  But then also we distribute it to anybody who's listening, so you can get the same coaching that I'm giving my high-level clients right on our podcast…  It's called Momentum for the Entrepreneurial Personality Type, and you can check it out at momentumpodcast.com. And then, if you want to understand more about our products, about our coaching groups you can go to our website charfen.com, but better is to just reach out to me or to one of my team members through Facebook.  The easiest thing, is just reach out to me, and I'll connect you with the right person in our company, and we'll go through a process with you to help you understand if we can help you.  You know Stephen, we're pretty neat, we don't sell everybody. We actually get on the phone with a lot of people who we sell later, but we won't sell you unless it's time.  We know exactly what solutions we provide, and if you have those issues and they link up, then we'll work together... but we go through a personal inventory in order to help you do that.  So if anybody's interested in getting on a call with a member of my team, you can also shortcut the entire process by going to billionairecode.com…  Answer a few questions and you can just set up a call link and you'll be on a call with one of my team members and they'll help you qualify and understand where you are.  And just so you know, we don't do sales calls, they are all consulting calls.  When you get on a call with my team, you won't ever feel like you're being sold, you'll feel like you're being helped. STEVE: Which is exactly what I have felt when I started doing that as well.  Just so you all know he's very serious about that - that's very real.  I always feel like I'm being helped by anyone on his team.  ...and come to find out later, "Oh that was the sales guy!"  ...You know what I mean?  They dare to go in and actually they want to change the world and they're very serious about it.  So thank you so much, appreciate it.  Check out Billionaire Code.  The Momentum podcast is a goldmine, it is one of those gems on the internet that is actually worth all of your time and attention.  Thanks so much for being on here, Alex, I really appreciate you and love you, and thank you for being on here. ALEX: Stephen, dude, this has been an honor.  I hope to be able to get invited back again, and as a Sales Funnel Radio listener, this is really cool. I appreciate you, man! STEVE: Thanks, I appreciate it!  Hey, awesome episode right?  Hey, once I figured out the simple patterns and formulas that make this game work, I had a new problem…  Back when I eventually left my job and launched my personal business, I sold about $200,000 of product in around three months-ish…  And while I thought I was King Kong, a new problem started.  I was the business, there weren't any systems... I was support I was fulfillment  I was the one in charge of getting the ads around I was the sales department  I was the marketing department  And I knew I wouldn't survive it alone…  Better yet, I knew I'd never seen a rich solopreneur.  This game takes a team.  Contrast that to now, and my company does tons of stuff that I don't know how to do...  What changed?  His name is Alex Charfen, check him out at charfenrocks.com.  So I usually don't bring tons of people on Sales Funnel Radio, but you should know that his programs, combined with my marketing skills, are why my business is killing it in revenue today, and NOT killing me personally.  Alex Charfen's programs and training have been life-changing for me and my family... and taught me who I really am and what I'm meant to be.  So when you're ready to build an actual business, an actual asset and NOT just make this another job…  When you're ready to keep the role of entrepreneur but learn the role of CEO, go get started with Alex Charfen at charfenrocks.com. That's C-H-A-R-F-E-N rocks.com.


28 Jun 2019

Rank #18

Podcast cover

SFR 285: My Own Life Makes The Best Hook...

New environments are some of the easiest ways to create a new hook. Unless you physically never move, ever, this will work for you… I've been traveling A LOT lately, (more than I like), but what happened was, and with full disclosure…  I said yes to more things than I realized I did ...and that's okay. But life’s been a little busier than normal and I've been speaking in interesting places like crazy… So, I thought it would an awesome idea to show you how to promote your business, create a hook, add curiosity, and leverage your time in a NEW and novel way… What I’m about to show you, has doubled my income in just 3 days. … it’s also lead me on some crazy adventures 😉 HOW TO PROMOTE YOUR BUSINESS & LEVERAGE YOUR TIME! I don't remember the first time I first saw Russell do this, but I remember thinking, "Oh that's really clever and cool!" Russell would be speaking in different places and instead of just traveling solo, he’d bring a film guy to film the whole journey -  so he could capitalize and leverage what he was doing over and over again.  #Genius But until recently, I wasn’t doing that… I’d just go speak at different places, sell, and that would be it…  Sometimes I tell you about it, and sometimes I wouldn't. I speak a lot of places, but I'm pickier than I used to be. In the past, I’d just get on anything, and it was the same with podcasts...  However, I probably won't do as many interviews for people's podcasts as I have in the past because…  I'm gonna start designing my lifestyle a little bit more, which is very exciting, and a natural step after a certain spot.  So in order to capitalize MORE on my time, there are a few things I've been doing... I was on an interview today and the guy asked me “How do you stay so effective?”  Well... One of the things is, I only work from 9:00 to 6:00.  … and that might shock some of you, but that's what I do.  I work from 9:00 to 6:00, and once that's over, I don't do anymore!  Sometimes, I’ll work in the evenings...  If I have an event happening. If OfferMind's coming up. If I'm speaking somewhere.  but that’s the exception, NOT the rule.  The Rule is…  I work 9:00 - 5:00, and that's it, and whatever I don't get done, I'm okay with that. I've had to be strict with myself and then be okay with that. I've been doing that now for a little over a year... Crap, it's October!  so it's actually been a little over a year-and-a-half 😂  I'm really enjoyed where things are moving to.  MY FILM GUY One of the things I've been doing to stay more effective (just like Russell) is to have a film guy follow me on my trips.  It’s kinda funny how I found him… I was at my sister's wedding (which was awesome) - it's cool to see your little sister get married,  and while I was there, I saw this film guy, and I was like:  "Oh, he's really into it. I like his style, he seems to be getting some neat shots."  And then, when I saw the video he produced, I was like, "Dude, that was good." So I reached out to him on Facebook and asked: "Hey, I'm speaking at Carnegie Hall, do you wanna come film me on the journey, while I'm there, in the streets, and then on the way back?" He's like, "Sure."  So I paid for his ticket, paid for everything, (paid him, obviously), and then he filmed the whole journey and we did some cool stuff.  Here’s what happened… Now, I have a little bit of an advantage ‘cause I've already read Traffic Secrets, but I can share this with you as I’ve heard Russell talk about this on his podcast…  One day he and I were sitting in his office, and he had just come back from hanging out with Dean Graziosi for a day.  And, at the time of this story, Dean filmed an ad a day which helped him to sell 4x as many books - it was ridiculous! Rather than spend a ton of time writing a single ad, Dean literally competes by making a massive amount of new ads.  I was like, "That's really interesting."  ENVIRONMENT & THE HOOK So there I am with my *FULL* speaking diary and a ton of traveling to  interesting places to do, so I was like:  "You know what? Every time we land somewhere, let's find the cool tourist attractions, and when I'm not speaking let’s go to those attractions and film ads.”  ...and that's what we've been doing. In the last two or three weeks, we've easily filmed 50 ads, no joke.  We just wrote this MASSIVE list of all the things that we promote (and maybe you don't even know I have that many things that you could buy?)...  … and we filmed ads for each one of those things with a brand new hook that tied into the environment I was in. Let me explain…  Today, I’m here in a baseball park so, I might say: "Boom, what's going on? It's Steve Larsen! Hey, I'm so excited, I'm in a baseball park and I want you to hit out to the park this year. So go ahead, post your goal down below, go buy this thing and  just pay for shipping."  I tie the hook into the environment that I'm in.   Even if it's cheesy, it doesn't matter. SECURITY THREW US OUT! I wanted to film some ads at the Empire State Building, but we got caught and security threw us out. Everyone has a camera, but my film guy had a *CAMERA* ...you know what I mean?  He had a Shotgun mic and this BIG Rode thing. … and we got caught and we couldn't film anything.  However, #PlotTwist... The next day, we broke the camera apart and put it in our backpacks,  and snuck it through security… We got to the top of the Empire State Building.  And yeah, It felt a little bit scary for a little while, but... We filmed a bunch of ads at the top of the Empire State Building! (Shhhh, don’t tell anyone 😉)  … it was super fun, and the ads look amazing! Next, we went to Times Square and filmed me walking through the crowd, the camera guy walking backward and Colton walking forward, parting the sea of people.  It looks super sick!  I'm talking as I walk through the crowd with all these billboards and banners everywhere. I’m tying in the environment to a very brief hook. Guess where we went next???? Yep! We took the camera to the Statue of Liberty…  But we got kicked out again (Security does not like BIG cameras), so we had to go subterfuge mode again to sneak the camera in.  I'm really bad at hearing "no." THE PERFECT SALES SCRIPT Then, we went to a theme park in Chicago that has the world's fastest zero to super-fast roller coaster - it had the most aggressive backward inversion… ...it was crazy.  So we filmed a whole bunch of small ads tying the hook into the environment.  Then I was like, "Let's film a longer form ad with multiple scenes."  So I took out my notepad ( which is always with me), and basically did the same thing I‘d done with several other ads…  I  used the webinar script - it's the perfect sales script -  that's really what we should call it.  The theme park that was insanely over-packed and they had a Halloween theme going on, so I grabbed a pumpkin that was next to one of the props and did a cool pattern interrupt. I walked through rides while following the webinar script.  It was very eye-catching, but at the same time, I'm following general, good direct response marketing principles.  I'm telling you this because it doesn’t matter where you are... Take the opportunity of whatever you're already doing, and just document it.  If you're like, "Steven, I can't hire a camera guy," then don't use one.  Today, I balanced my phone on a chain-link fence in the park.  ...that's all it takes.  Russell still uses his phone with the Voice Memo App while he's driving and that's his podcast.   "What camera equipment do you use?" My phone 😂 That's it. YOU DON’T NEED TO BE CREATIVEThe whole point of what I'm saying is…  use whatever you're already doing and document.  I know I've said that multiple times, but it’s true. You don’t need to be creative, you just need to document what you’re already doing… Don't create, document.  It's much harder to sit down to create this brand new amazing thing - instead, just use the environments that you're already in and tie them into a hook.  The environment is one of the easiest hooks.  One of the reasons ads works is because of pattern interrupts…  Well, the pattern interrupt could literally just be where you're standing. The Statue of Liberty; that's an awesome pattern interrupt. 😉 When you have a cool environment it literally means you can be less good at scriptwriting, and it would still be a captivating ad. Case in point…  There's A LOT of crappy movies out there, but because of all the CGI and the graphics, you still get the explosions, so we still think, "Hey, it's an okay movie!"  ….even if the script sucked.  Ler’s face it, that happens all the time!  People want variety - it's actually one of the six needs that Tony Robbins teaches about. ...and for some of us, that need is greater than others - so provide that variety and spontaneity with your environment.  I've been using that principle more and more lately...  I DON’T make the same content all the time anymore. Instead, I use whatever’s going on around me to create a cool environment. If you’re thinking, "Steven, but I'm not that creative." And you may be right, maybe you're not that creative, but guess who is?  Mother Nature. Everything else that's around you.  Other people.  You don't need to be creative to have creative things!  We're using environment to cause MORE emotion than (sometimes) my video may be able to convey… MY ‘NEXT’ BIG PLAN! I just got off the phone with my realtor, (who's amazing), and he's been helping us get an office space where I can actually set up an event space.  I'm looking at shows like Impact Theory, and Baydros… And I think video is gonna go even further than it already has and so...  I'm going to create a show where I can control the environment and make a very appealing environment for face-to-face chats with big people.  My lease is gonna be a lot of money; we're probably gonna spend a solid 200 grand to outfit this studio that can be used for multiple things.  I'm having them gut ALL the walls to build an event center that holds 50 people. It’s gonna be the full works with…  A Stage Different Backgrounds Lights Cameras Sound ...all the things to make it feel like a brand new environment. Creating that transformational atmosphere is the BIGGEST costs for me when I do my events… When I walk into an event, it needs to transport me to a new place.  And here’s the interesting thing...  A lot of times, the same thing is true with ads or creating any kinda content.  The reason I'm telling you this is that I'm in the process of setting up a space that I can use for a face-to-face interview-style show. I’m gonna pay for my office by using the space I create for…  A Show OfferLab stuff My own mastermind, which is definitely coming, (we're building the funnel now). I just want you to start thinking of the different ways you can use your environment.  So anywhere you go, start thinking about ways you can sit back and start creating these ads.  TALKING TO A PUMPKIN We’ve cranked out about 50 short ads, and then more of a long-form one to promote One Funnel Away. I'm literally creating paid advertising for my bridge page promoting One Funnel Away - 'cause…  It's super profitable It helps ClickFunnels It helps me It helps everybody There's enough commission that I can actually go spend money to acquire customers and still keep just a little bit over, which is nice.  I'm don’t say "One Funnel Away" in the ads, I doubt that would be allowed… But in the ad, I'm sitting on a bench with a pumpkin... 🎃 (Yes, you know I'm a goofball at heart, and I'm totally cool with that)… I'm looking at him like:  "I know, right! Have you ever wondered if you could build a sales funnel for your business?"  ...it's super cheesy, but in the first two seconds, it’s like, "What? What? What?" #PatternInterrupt  I don't care if it's goofy; there's a hook, and it pulls you and then I walk through the super cool script. BREAKING BELIEFS I’m tired of people saying stuff like, "Well, does it work for this industry? Does it work for this? Does it work for this?"  So we went to the Better Business Bureau and we grabbed ALL the industries that you can find, and I just run through them... *ALL* of them.  I'm trying to go through several hundred of these categories - because I'm sick of people asking the SAME question!  After I hit a certain point in the script, it's just me dropping industry after industry, I’m… … getting into a rollercoaster … getting out of the rollercoaster …  getting into an Uber … getting out of the Uber … collecting my luggage … walking back to the Uber … riding to the airport … running through the airport …  getting on the plane … getting off the plane (you getting the idea? 😉) … it's all just categories.  *All the things* I know people ask about when they do One Funnel Away or my other products. It's pretty hilarious, it slowly starts to fade out with a call to action as I keep adding the next category, on and on… STORYTIME WITH PAPPA LARSEN I wanna leave you with a cool little story about how you can use the environment to create a hook … #StorytimeWithSteve  Back in the 1900s, there was a guy named Harry Reichenbach, (I believe he was the guy that dumped diplomas over enemy lines in World War I) … Reichenbach was known for helping people get some really cool things.  There was an actor called Francis X. Bushman who wanted to be a famous movie star, and so he says to Harry, "Hey, I wanna be a star, would you please help me?"  So Harry arranged to introduce Bushman to a producer. (This next bit is brilliant!) Harry goes to the bank and he gets 2,000 pennies...  (I love this story.)  ...and he starts walking Bushman, through the city, to the producer's office  As they're walking, Harry starts dropping pennies... (Back then, a penny was made of something that was actually worth something.) So as he’s walking with Bushman, Harry is dropping all these pennies.  At first, it's just kids picking them up, but as time goes on, adults start following him too… Eventually, there’s a MASSIVE crowd of people behind him picking up the 2,000 pennies.  By the time he gets to the producer's office, there’s this sea of people.  The crowd gave the studio executives the impression that Bushman was very popular and they signed him up for a big contract with Metro Pictures. The crowd had no idea who Bushman was, they just were behind him because Reichenbach kept dropping all these pennies.  Say what you will about that, it’s *BRILLIANT* USE YOUR ENVIRONMENT Most marketers are nervous to do random stuff like that, and that's the reason why I started using ‘environment’...  I don't care if it's an unanswered loop. You don't have to close all loops. I'm gonna open ten loops…  That's why I'm looking at a freaking pumpkin… (Meet my pumpkin friend 🎃… what do you mean, you can’t see him!?!) I know it's a weird ad, but gotta be weird enough to catch attention.  You don't have to be that ‘creepy weird’.  You don’t have to be out there strange - that's NOT what I'm saying at all... just be ‘out of the norm…’  Focus on ‘out of the norm’ things in your ads…  ...in the way that you shoot them ...in the way you put the things together ...even if you're not doing video ads, that's fine. We’ve found these types of ads to be significantly more effective than text ads… for me, anyway.  So we're filming a lot more ads like that.  In the last few days, we've almost doubled our revenue with the new creative we've been tossing out there.  It’s the exact same stuff with just a little bit more ads, and sales have pretty much doubled in the last three days, which is NUTS!  (It’s NOT enough of a litmus test to make a rule out of it, but it’s exciting!) So here’s what I want you to do... Start thinking about unusual ways to...  Create curiosity Shoot ads If you're already going somewhere, take an extra five seconds to think about how you can use that environment for an ad.  And if it's not awesome, who cares? Make a bunch of them!  Compensate with ad volume rather than one perfect ad.  … that's what we're doing and it's been awesome. PATTERN INTERUPT LARSEN STYLE Sales Funnel Radio is ending.  Oh, you didn't know that??? … or a lot of you didn't.  Sales Funnel Radio is coming up on 300 episodes and at that stage, iTunes starts to get weird, and so we're gonna end the show.  Sales Funnel Radio currently has about 3,500 organic downloads a day - which is awesome, right? The message has just continued to grow, and I thank you for that because I know your sharing it has been a big piece of this journey. I gonna end the show, but that doesn't mean I'm gonna stop publishing though… I'm launching a show called Pursuit of Profit. “Oh, what's that?" Well, let me tell you… I'm gonna bring in a whole bunch of really cool rich people and ask them… How they've pursued profit? What allowed them to actually make cash? … it’s a different kinda show. It's gonna be awesome.  (I had to pay a lot of money for that domain 😂) It's also the reason why Sales Funnel Radio output has slowed down as we work on this transition. If you wanna go get on the waiting list, go to pursuitofprofit.com - I'm very excited about it.  It’s gonna be about 50% interview with someone big and rich and 50% me teaching you what I'm doing  - I still wanna keep documenting the journey 'cause I think that's important. We'll fly in a whole bunch of people, and I’ll probably sell live seat tickets.  The room's only gonna hold 20 to 30 people.  I'll literally do back to back interviews with these AMAZING and rich people. I wanna dive deeper with a little bit more of a broader market.  So if you wanna go get on the notification list, go to pursuitofprofit.com.  Someday I'll teach you…  The strategy of what I'm pulling off here Some things I learned Why I'm ending Sales Funnel Radio - which feels like a sin!  We're gonna redo salesfunnelradio.com  and put all of the episodes on a single MP3 player.  But (stay with me) there’s even MORE! STORYTELLING IN MARKETING We're launching another show called One Funnel Away Stories, and here’s the story behind it... About two-three years ago, I was walking through the Vegas Strip with Russell …. (We were at an event to learn some things) Anyway, I was walking next to Russell, and I was like:  "You know what's funny? All the tools are here now - they're largely all here. So why is it that some people still don't believe that this will work for them?"  #1: I believe that it's just story. That's it. We just need more story.  This has become a game….  It's no longer like, "Does it work for me?" Yeah, it does, alright!  #2: I need to be techy… ClickFunnels means that you don’t need to be a coder anymore, right?  #3: “I just don't believe." There it is, that's the kicker.  Q: How do we break that belief? A: *STORY* So I was talking to Dave and Russell, I was like: "Why don't you guys buy One Funnel Away Stories?" (It's their domain, they're just letting me run the show)  So I'm gonna pull in tons of people to share their story for 20 minutes hearing their story on how they used ClickFunnels, and funnels in general, to blow up.  I think it'd be a really interesting show, it’s gonna be more story-based and less tactical.  Each week you’ll get a chance to go hear success stories from people in crazy industries.  I'm gonna choose ALL kinds of industries, they won’t be the standard ones you hear about all the time, tho there’s nothing wrong with those either. So those are the NEW shows coming up. As soon as Sales Funnel Radio hits 300, we'll be done. Sales Funnel Radio will stop, but we're gonna start two others shows.  I do have some special tricks up my sleeve for the end of the SFR that have been ready for quite a while  - which we're very pumped about! I'm psyched, it’s gonna be awesome.  Thanks so much for being here. If you like this episode, please screenshot it, post on social media, and tag me - tell me what you liked about it.  If you hated it, and you think my eyes are too large (as I do), go ahead and let me know that as well.  Anyways, thanks so much for being a part of the show. I can't even believe we're nearing 300 episodes. I’m telling you... Start publishing, and in one year, tell me if your life's not dramatically different! ... it was for me. Thanks so much for all this, you are One Funnel Away. I encourage you to all get rich, give back, and be a Capitalist Pig. You’ll do more good in the world with more money than if you're poor. I strongly believe that.  I don't believe the government should take care of me. I believe I should get as rich as possible, but first, I need to take care of myself, then I can go do good things with my money. #GetRichGiveBack AH, YEAH!  Hey, wish you could geek out with other Real Funnel Builders and even ask questions while I build Funnels Live?  Ah-oh… *Wish Granted*  Watch and learn funnel building as I document my process in my funnel strategy group.   It's FREE!  Just go to the scienceofselling.online and join NOW.


29 Oct 2019

Rank #19

Podcast cover

SFR 290: How To Position Content

Consistent publishing can feel like a chore. Lemme show you how I position my shows to attract future buyers. WASSUP? Check out my NEW background! *SPOILER ALERT* … it’s for my new show!  ONE FUNNEL AWAY STORIES #THE BEGINNING Today, I wanna share with you WHY I believe it makes sense for me to create another show... (or *ahem* #3) 😉  My friend, welcome back, I'm excited for you to be here.  Six weeks ago, (or something like that), I was at Russell Brunson's Inner Circle, and I was thinking to myself, "What can I teach that would be valuable for the room?"  For a while, I’ve had this theory about why ClickFunnels exploded.  So I just wanna do a quick and dirty on this to teach you my theory, and then I want you to see why it makes sense for me to create another show. Now, I understand that One Funnel Away is 100% a trademark of ClickFunnels.  I had to do some fancy footwork and work with them in order to be able to use their logo on my show.  You cannot just go out and just create stuff with other people's intellectual property.  That's NOT what I'm telling you at all.  HERE’S MY THEORY We all read these books like:  Expert Secrets Play Bigger  Blue Ocean Strategy ... and all these books teach that there’s a red ocean and that your entire goal is to create a blue ocean.  So, if that's true...  What is ClickFunnel's red ocean?  If ClickFunnels is a new opportunity, what was the old opportunity?  That was the question that's been on my mind for a while! So  I started asking… If ClickFunnels is the red or the blue ocean, what was ClickFunnels’ red ocean?  What is the market that ClickFunnels was born out of?  I started thinking back to the stories that I had heard Russell tell, and I was like:  "Oh, my gosh, the market, the ocean that ClickFunnels was born out of was the website market."  And if you are like, "I don't know about that."  Go back and listen to the Funnel Hacks Webinars… These are webinars that originally sold ClickFunnels.  These are webinars that got ClickFunnels past tens of millions of dollars in revenue.  Q: What is it that ClickFunnels was fighting against?  A: Websites.  HOW CLICKFUNNELS WAS ALMOST ABANDONED Now, the story goes...  ClickFunnels was almost an abandoned project (If you’re thinking, "Stephen, how does this relate to a new show?" I'll get to that in just a moment, just stick with me for a second.)  ... the product was amazing, but they were still trying to figure out how to sell it because...  Creating Selling  …  are two separate activities. Anyway,  Mike Filsaime reaches out to ClickFunnels and says,  "Hey, you got that new thing ClickFunnels, come on my stage and come sell it."  Russell's like, "I don't know man, people aren't buying it right now."  Mike said, "Come on man, I’ve already told everyone you're going to."  So Russell agreed to do it… This was the fifth or sixth time that Russell had tried to create a sales letter for ClickFunnels.  There’s a key lesson right there... Even Russell's first few launches for ClickFunnels didn't work out.  #Mind-blowing.  So think about this…  Russell goes to Mike Filsaime's event; he makes tweaks and adjustments to the actual offer, and suddenly -  there's a stage rush.  People are running to get an account with ClickFunnels.  Q: What made the big difference? Why did it work so well that time? A: ... Russells messaging had become anti-website.  He's like, "Hey, websites, I'm gonna fight against you."  And ClickFunnels starts blowing up. On the flight back, Russell Brunson grabs his phone and says, "Hey, I've figured it out - we're all gonna get rich. The metrics are there - we're gonna do this thing." Over the next little bit, he pretty much starts shutting everything else down to go all and focus on ClickFunnels - which blows up and becomes what it is today. FIND YOUR NEXT MARKET? Now, eventually, ClickFunnels started running out of dream buyers in ‘the website space’…  (Russell’s NOT trying to sell EVERYONE in the website space - he's selling to a little bit of the red ocean where his blue ocean customer exist.)  Q: So what does Russell do?  A: He goes out and finds the next market.  Q: Who else does ClickFunnels sell to?  A: ... Affiliates.  Retail People who do software.  MLM or network marketing.  B2B.  I remember one particular day... (this is when I worked for him still), Russell came back into his office and he goes, "Dude!" He’d just come from back from speaking and pitching ClickFunnels at Grant Cardone's event for the first time - so it was the first 10X event… As he’s about to get on the plane, someone runs up to him and says: "Oh man, you did so awesome, all these people bought ClickFunnels - the only reason I didn't buy is that you didn't say it was for B2B people."  And Russell was like, "Oh, my gosh it totally is for B2B people, are you serious?"  Q: So what did we do?  A: We added B2B to all the categories on our sales letters. So you have to understand…  What Russell and these ClickFunnels did. Why I believe ClickFunnels has exploded.  My theory is that ClickFunnels’ growth is so immense because when they started running out of traffic a market they did NOT try to find more people in the same ocean… They didn't make the customer circle of the original market even bigger…  Instead, they just found a new source of hot, hot, hot, mega ridiculous insanely hot traffic in a NEW market!  When you run out of buyers, you don't go cooler in your messaging, you find a NEW market.  POW!  Replay that a *MILLION* times! 😉 This is a BIG lesson.  When you're running out of people to sell to, don't cool down your messaging. Because that's...  Very Hard  Expensive  Not Easy  HOW TO MARKET YOUR BUSINESS When people say, "I'm running cold Facebook ads..." I’m like, “Hopefully, not!”  That's NOT how ClickFunnels grew.  Q: Did you know that ClickFunnels didn't even have Facebook ads running for the first year?  Instead, they made all that money, this huge amount of change, just doing EXACTLY what I'm teaching you right here...  They found somebody who had a big pot of their dream customers in different spaces… Affiliates Website Retail Software ...or whatever You don't try to cool down your messaging to capture more and more of the same market… … you switch markets. You go and you find your dream customer who's attending a different market… I don't wanna get too deep into this, but a market is NOT a person.  If someone asks, “Who's your dream market?”  There's no such thing.  A market is a location not a person.  You need to find your dream person who's frequenting another location - that's exactly how ClickFunnels exploded and blew up...  ClickFunnels slowly adapted their sales message to tons and tons of markets.  I dropped this theory out at the Inner Circle.  I was like, "Hey, I've had this theory, what do you think - 'cause I can't disprove it." Everyone loved it which was great.  HOW DO MARKETS THRIVE? Now you may be thinking.., “So Stephen, what does this have to do with launching a show?”  Let me explain..,  If One Funnel Away has blown ClickFunnels up bigger than anything else they've ever done ever, *ALMOST*...  we have to understand a few things about markets... A market survives when it has an ecosystem around it.  A market survives when there's continual story that people are consuming inside of it.  The reason I'm saying this is because there's A LOT of markets that don't survive.  Let’s take the example of Beanie Babies, Pogs, or disposable camera accessories... Q: Who wants to go in with me on disposable camera accessories? Anybody?  A: No, it's dumb!  Q: Why would you say that it's stupid to go to the disposable camera accessories market?  A: A] That market is freaking small. B]  There’s no money in it. C] There's no story around it. People don't believe 'em.  You see what I'm saying? There are things that keep a market alive and things that kill a market.  And I wanna make sure that who I'm attaching myself to is a market that is strong… ... and that's what I teach you at OfferMind.  That's why I need you to come to OfferMind next year  -'cause while I lead as The Offer Guy (and I am)...  What I really teach you how to do (and what makes offer creation simple) is market positioning. When you know how to position yourself in the market, the offer is easy.  So the reason why I'm doing the One Funnel Away Stories show, (and the reason WHY I've been forking out my own cash to go do this), is because… OFA has caused ClickFunnels market to grow at a speed that is nearly incomprehensible.  Their market is getting larger and larger and larger and larger  OFA is convincing people who were never planning on being ClickFunnels customers to be customers.  It's actually expanding their little bit of blue market inside of the markets that they go serve - and that's NOT easy to pull off . Most markets don't ever figure that out  - which is why they die.  I'm hoping this not too much of a super techy episode, but I need you to understand why I'm doing this.  WHY THE ONE FUNNEL AWAY STORIES SHOW? The OFA Stories banner cost me  a 1000 bucks It's gonna cost me about 15 grand a month to run and promote the One Funnel Away Story Show. Q: Why on earth would I try to do this? A: The One Funnel Away Challenge is so powerful for brand new users - so I wanna make sure that the success stories that people are having become the forefront of the One Funnel Away Challenge.  There are tons of reasons why.  For me, strategically it makes sense -  because now I am getting associated with the things in the front, (I’m being open with you guys about that). Why wouldn't I do that?  I'm a marketer baby, my role is NOT to create noise, it is to align with where noise is. *Put that on a T-shirt* As a marketer, my job is to find where the noise currently is...  Q: Where's the noise?  A: One Funnel Away.  Q: Does it work?  A: Oh, yeah, (when people actually do it).  IS CLICKFNNELS ONLY FOR INFO PRODUCTS? I just interviewed a guy who uses ClickFunnels to fill his private horse training business - (he fixes people's horses is what he told me).  I’ve also interviewed a... Hairdresser Photographer Coach for dads Personal trainer Copywriter Studio gym owner Gone are the days of people saying ClickFunnels is just for information products.  #No! #Done.  One of the reasons why I'm doing the One Funnel Away Stories is because I wanna take the experiences of people who are doing the work we're telling them to... and share with them with the world. The fact that I'm creating the One Funnel Away Stories is actually helping the ClickFunnels market survive with an even stronger ecosystem.  .... I'm doing it on purpose.  If no one is talking about these successes, no one would know or think that it works - so I'm gonna talk about it. So real fast, I just wanna share a few ways that I'm creating the show - so you can see how I actually do this stuff. I wanna share with you how I pull this stuff off.  MY CONTENT STRATEGY Q: So, Stephen, how are you gonna create the OFA Stories show?  A: Well, first of all, I need to treat the show like a product - 'cause it is.  So I say: Here is the market that I'm going to serve and its name is ClickFunnels I want this One Funnel Away Challenge to be sold to ClickFunnels' users and new people coming in.  So the ‘who’ is someone a little bit less educated or new in this world, (which is great, it's fine, welcome, you found a home). It's meant for the people who may not be total diehards yet, maybe they need a few more stories or more examples of how ClickFunnels works in their industry. Maybe they're not marketers and they're like, "I  don’t wanna think like that. Let me go see who else is a horse trainer. Oh, check it out, here's a horse trainer pulling off ClickFunnels."  The show is NOT gonna be a One Funnel Away commercial... that's NOT what the show is.  If the show was a continual promo of One Funnel Away, that would be so annoying.  Instead, I'm taking the entrepreneurial stories of people in the OFA and I interviewed 'em (split-screen) deep on their journey and business experience. WANNA JOIN ME ON ONE FUNNEL AWAY STORIES? If you've taken the One Funnel Away Challenge and you’re thinking, "Hey, I'd be interested in being interviewed on that show," I'd love to have you.  You gotta reach out to Shane Larson - he’s the guy running the One Funnel Away Challenge…  (Shane, you don't know I'm doing this - sorry, buddy, you're about to get a lot of people pinging you. 😂 ) I use a template to ask very similar questions to every person that I interview. (If you're not on YouTube right now and you're listening or reading this, I would strongly encourage you coming over to watch this one. A few of these episodes are better when seen.)  MY CONTENT MARKETING STRATEGY Here’s how it goes… The interview happens on video with templated questions. The video interview acts as the base medium and we turn it into a TON of content. We grab an interview image.  We grab the audio. We write the blog.  We have Instagram and other platforms.  We obviously have iTunes and other things like that.  Obviously, there's Facebook - 'cause they're social platforms, that's another category.  That's obviously the kingpin and then there's a whole bunch underneath it.  There are  Kingpin categories… Audio  Image Written Social  Everything gets syndicated and pushed all over the place.  My role is to…  Create a super awesome intro with a call to action Do the interviews   Create a final call to action ...  ...so now, this becomes the episode. Q: And then what do I do?  A: I shove it at my audience and at all the other audiences that ClickFunnels serves - that's who I’m targeting.  Now the reason I'm sharing with you is that if you were to say,  "Oh, this show doesn't work very well for other people in internet marketing…”  It's NOT meant for them.  "Oh, this show doesn't work very well for those people who are this or that or the other." You understand that, just like a product, you have to have the base questions for the show…  The who? Where they're trying to go? The problem they're running into as they go to their goal?  And you position it so it's targeted at very specific people.  I'm gonna go for this person and then this person and then this person. I'm gonna go with these individuals, and the ClickFunnels space - that's who it's for.  PUBLISHING MAGIC There's this magic that happens when you create content or decide to continually publish - I promise it will change your life.  ...it's incredible.  The magic thing is that when you have laser clarity on who you serve, only then do you…  Get people to listen to you  Get the fringes.  By having ultra clarity on who I serve, I actually get people that are out on the fringes, the people that aren't necessarily the ones I was gonna go for. If I try to target everybody I don't get anybody.  You understand how targeting works like that?  You have to be hyper clear on who you serve and who you don't.  And funny enough, people work to try to qualify to fit in those categories and they work hard to be with you.  My Best Buyers Always Come From My Content, Not My Ads HOW MY CONTENT STRATEGY STARTED When I first launched Sales Funnel Radio (my first show),  it was just me and it was a $5/month account at libsyn.com… I’d ride my bike into Russell Brunson's office 'cause I was still broke, (I was just out of college and really haven't any money at that point)... My goal was to be in the seat at 6:00 AM  - sometimes I was a little late (like 6:10) but usually, at 6:00 AM, I was there. I would unplug Russell's microphone from his computer and plug it into my little laptop (which I traded funnels for in college)...  … and just started talkin' and tellin' stories. The reason I'm bringing this up is that all this looks really complicated…  And if you're like, "I don't understand this!” I don't want that to be the reason you choose NOT to publish.  So I'm sharing that with you because the success of the show has come out of the consistency of it and me trying to…  Solve legitimate problems per episode Create value Get people interviewed on the show … it’s this amazing thing. And so, if you're like, "I don't understand this?”  I'm just understanding it myself So think of it as like Publishing 4.0... but as I've seen these different patterns come together now I'm like: "Well, crap. My whole role here is to know who I serve, where they're going, the problems they're hitting along the way”  That's NOT just true for products or offers, it’s true for content too.  And I was like: "Oh, my gosh, that's amazing.  Oh, and by the way, that's how ClickFunnels exploded by knowing who they serve and only doing one market at a time - holy smokes!” I learned more and more as I went along the way.  So this is certainly more of a techy episode but I'm hoping it's shown you like, "Oh, my gosh, that's why he's launching MORE shows." WHAT HAPPENS AFTER SALES FUNNEL RADIO GETS THE AXE? There’ll be a show targeted at the ClickFunnels community… aka One Funnel Away Stories I don't know another person that's as big a fan of ClickFunnels as me. If you go to onefunnelawaystories.com you can get on the waiting list for that.  Also targeted at this community, and broader internet marketing community is the show that will be coming out (as soon as we finish the studio) called pursuitofprofit.com.  Yes, you can go to that show, it’s gonna be super cool.  And then also targeted this community (because we're all made up of different people and we have different likes, dislikes, tastes)...  I love my crowd here. We’re launching a new show called Modern Downline Radio. Be real with me here, how many of you guys have actually tried a multilevel marketing or network marketing thing in the past?  (Which is totally fine, if it's not your thing - whatever then, don't do it.)  But if it is, I grow mine without looking at it because of funnels - so that's the focus of the show.  I’m gonna teach modern downline and product sales growth strategies.  It's cool because a lot of it's like case study stuff  -'cause that's what I do right now and I don't really do any work for it... (I did at one point but the work is perpetual.) I’M NOT THE FUNNEL GUY! I'm not trying to position myself as the funnel guy.  That's the other reason why Sales Funnel Radio is going away for as far as my involvement with it - the content will stay up 'cause, come on, that's part of the power of the content. Secret MLM Hacks Radio is dropping out for several rebranding reasons, which is why the other show’s coming out.  I'm so excited for Pursuit of Profit - it's a studio show, it's gonna be side-by-side similar to Impact Theory.  I wanna fly people in and sit down side-by-side with them in a studio to ask them about their profit models.  I wanna ask them how did you make profit?  Show me your profit model.  I wanna know because most people are like, "What's your business model?"  But most people don't know what a business model even is.  And so I wanna ask 'em what that is and have them come in and teach that -  it's gonna be super cool.  Take a lot to get off the ground on that one, but I'm super pumped about it. We're working to launch One Funnel Away stories, January 1st, (or at least that first week-ish)... I  actually just got off of Voxer with Russell…  The show itself will probably start with Russell telling more of his story of being One Funnel Away.  We'll most likely have also Julie on as one of the other coaches.  We'll have me on here as one of the other coaches with my One Funnel Away story. TAG ME! Hopefully, you enjoyed the blog?  I’d love to get a review if you guys wouldn't mind - I’ve poured a lot into the show and it’s been super, super fun.  Certainly, I’m sad to part ways but at the same time, it's the natural evolution.  So let me know what you liked about the show,  and please do me the favor of screenshot-ing any part of it, then tag me on social media, and say...  "Steve Larsen, this is my favorite thing about that episode."  Your feedback has actually has helped me see more of what you like than pretty much anything else.  So I wanna keep making the stuff that's helpful to you.  Thanks so much… and I'll see you in the next time. CAPITALISM SWAG.COM “Stephen, why do you call yourself the Capitalist Pig?” Ahh, there are several reasons...  I had a lot of beliefs around money that were NOT correct, and eventually, in order to actually launch, I needed to change my relationship with money.  It's one of the BIGGEST steps that most entrepreneurs need to take.  So I wear this shirt that says Capitalist Pig, loud and proud, as a reminder of the power and responsibility that we've been given as entrepreneurs.   I defend my message that you should get rich on purpose, and it's NOT evil, and I am vehemently against socialism.  I believe true change will come from entrepreneurs and society, NOT the government.  In the words of Grant Cardone, "Money can't buy happiness, but broke can't buy anything." I do not believe that the government should take care of me, an able-bodied person.  I do not believe in unwarranted handouts.  I DO believe in God and I believe in helping those who cannot help themselves.  I believe God would rather me be rich than poor.  Capitalism fosters personal growth, and God has been all along this journey.  I believe the pursuit of riches creates strength of mind.  I can do more as a rich person.  I can fight louder for what I believe in as a rich person.  I can help more people as a rich person.  I have more time to work on my weaknesses as a rich person.  I have more power to hire the right people to help me grow as a rich person.  In the words of Mark Cuban, "I don't care what anyone says, being rich is a good thing." Money doesn't change me. Money amplifies me.  If I'm a jerk when I'm poor, I will a much bigger jerk when I'm rich.  If I'm charitable, and human-oriented when I'm poor, I'll have the power to bless in a massive capacity when I'm rich.  If this is resonating with you, and you believe the same, go get your Capitalist Pig t-shirt, at capitalismswag.com. My friends, Get Rich, Give Back.


3 Dec 2019

Rank #20