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Join Steve Larsen, creator of, and learn marketing strategies to grow your online business using todays best internet sales funnels...

Steve Larsen

  • Jul 28, 2020 LATEST EPISODE
  • infrequent NEW EPISODES
  • 261 EPISODES

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Latest episodes from Sales Funnel Radio

Funnel Noise That Pays

Play Episode Listen Later Jul 28, 2020 10:44

Hi everyone, welcome back to Sales Funnel Radio! Today we have a BIG announcement coming up, something I’m very excited about! It’s a new project that I think you’ll love if you are looking to take your marketing game to the next level. We’ll go more in-depth in this episode, so please buckle up for the big launch and tune in to hear more!   

SFR 301: Business and Personal Lessons on My Journey to $5 Million

Play Episode Listen Later Mar 24, 2020 36:07

In this episode, I share the lessons learned at each million dollar mark over the last two years.

SFR 300: Creating Funnel

Play Episode Listen Later Feb 11, 2020 20:55

SFR 297: Your Offer Might Be Good Enough Already

Play Episode Listen Later Jan 21, 2020 15:09

Although ALL Offers can use a facelift, the main driver of a purchase isn't the offer itself…    So your offer may be good enough to sell already.    Here are two common things that really keep people from selling…   Steve Larsen comin’ atcha from the Two Comma Club X Cruise…   I'm here (with 400 Two Comma Club Xers) on the largest ship I've ever seen in my life.    It's so BIG that I can't feel the waves - I wish I could. I like it when mother nature lulls me to sleep on a ship.    I’m wearing ‘the team shirt’ and having a ton of fun…   I was on the same cruise a year ago… and let me tell you, A LOT has changed for me since then…    Business is different.    I'm different.    So I just wanted to share two common issues that stop people selling…   One is an external problem   The second is a gamechanger that I would have made fun of and called “Fluffy” only a short while ago.   I also want to sure with you WHY your offer may actually be good enough already…   And WHAT you should be focusing on instead!   So without further ado…   HOW TO INCREASE PRODUCT SALES IN #1 MOVE   Real quick, let me tell you a powerful story... (I think I've told you guys this before, so I'll be brief).    I was a door-to-door sales guy selling pest control in Salt Lake.    And basically I had learned how to sell, (I'm just gonna say it, hopefully, it doesn't offend anybody), poor lower-income neighborhoods.   I'd spent five months doing door-to-door sales, (which if you've ever done that, you know it's completely grueling but an awesome, awesome place to learn and grow).    At the end of the summer, I was so excited to go pick up my check from the mailbox…    I go to the mailbox to collect the check that is meant to funds the next (however many months) of our life.   I grab the check, I open it up, and my jaw hit the floor.    You know when you're on a roller coaster and it shoots down really fast, that feeling in your stomach?    I was like, "Oh my gosh. Oh, Holy crap. I can't... This has to be wrong".    On the check from five months of work was ONLY $1200.    I called my buddy and I was like…    "Dude, what's wrong with this check? Something's wrong. You've clearly made a mistake!"    And he goes, "Dude, that's it."   I was like, "Oh, my gosh. This is it!"    I call him back again...    I was like, "No, this has to be wrong. There's got to be a mistake in what you're showing me right here."    And the REALITY is, he goes…    "Dude, you spent the entire summer learning to sell people who have no money.    What do you think happens when it's time for the second service of their pest control contract that you sold them?    They canceled! … and can you blame them?"    Meanwhile, all these other guys who’d actually sold fewer (but higher value) contracts in more well-off neighborhoods (who didn’t cancel) made waaay more money.    Now, hopefully, it doesn't offend anybody, but that's the reality.    The main takeaway here is…    Good products die in poor markets   So I want to share the two major traps that might be stuck in…   TRAP #1   You might be doing the equivalent of going into the wrong neighborhood to sell your product.   And that might be one reason why you're NOT selling!    I stand up and I go to my market…    A market is NOT a person, a market is a location.    I was going to a bad location (without many dream customers)...   While my buddies had learned to sell in…    Richer    More well-off   Dream customer-filled    … locations or neighborhoods.    This BIG deal to understand, my friends.    This one principle has literally changed my business.    So #1, please understand that some of you are just selling the wrong person.   It's easy to make a mistake and say, "Oh, you know what...”    My product is wrong.    Something's wrong with my funnel.    The ads don't work.    The reality is you might actually have…   A Great Product   A Great Offer   Great Ads.    But you're going after the wrong “WHO.”    In fact, it's such a wrong “who” - that they have no money!   So check yourself, sit back and ask...    Am I selling people who actually have cash?    Am I fishing into a pot where my dream customers are?    Am I fishing into a pot that makes ‘me' feel comfortable 'cause I have a money objection... (which is what I was doing)?    Does this make sense?    Marketing does not work without insane ridiculous clarity on WHO you want to serve.    Good products die in bad markets   HOW TO INCREASE SALES #INTERNALLY   The second thing I want you to understand and this happened to me personally this last year...    (No one get weird with me!)   2018 -  I did 800 grand   2019 - was almost 4 million.      (I haven't actually done my goal video for this next year, I will do that soon.)   We almost hit 4 million - it's very, very close!    However, I feel like it was with less ferocious, obsessive, "I'm gonna kill myself 'cause I'm not taking care of myself" style of work.    It wasn't like that at all.    Here’s what happened…   About a year ago, on the previous Two Comma Club X Cruise, this really awkward thing started happening.    I’d taught for three hours during one of the days at sea.    And after that was over, I had a very challenging time being around people.    Some people got offended by it and they were like, "How dare you? I can't believe that. This is crazy. I have a question for you."    And internally, what happened was I started freaking out, almost panic attack style freaking out.   ONLY, I wasn't self-aware about it.    So Funnel Hacking Live happens and I started getting more of this internal anxiety popping up.    And for the last eight months, I've been very open about that on this show, I've been having a lot of therapy…   Mondays, (at 10 AM), Baby, is usually when I go do therapy stuff.    Everyone should do therapy    Oh my gosh, this cruise, for me personally... and on an internal level, I am so much calmer.    If I feel a trigger happening, if I feel anything going down, if there's anything...    I know how to stop it.    I have tools to sit back and grab some mental stability    … I have a foundation - it’s so nice.     I didn't know that I had anxiety.    I thought it just was just like, "Oh, you're an introvert..."    But that was not the reason, I might be a little bit of an introvert, but that wasn’t the problem.    The problem was that there was a bunch of mental junk in my head I’d not ever dealt with.   I thought it would be appropriate right now to have you sit back and ask two extremely key questions...    TRAP #2   You might just be a bad driver…    You might have some stuff in your head -you might need to do some leveling up inside your brain.   I always thought that ‘mind stuff’ was some fluffy crap the first time I heard people say that.    I was like, "Stop telling me to do this.”   … it was so frustrating for me.    I was like, "Just give me the formula."     "Stop telling me, ‘It's all in my head and it's all a mental game.' Just give me the formula, man. What is it? Tell me it, I'm gonna go get it done. It's gonna be awesome."    You may have felt that as well in the past 'cause I was believed that, too.    In fact, I used to make fun of meditation.   I was like, "Stop telling me it's all in my head."   Well, about a year ago, stuff started hitting the fan personally just a little bit and I started realizing that I needed to go deal with a lot of stuff.    So now, I…    Do therapy   Learned how to meditate   Do a lot more self-care   Have somebody who goes and makes my food    Have a personal trainer to help keep my feet to the fire - 'cause you all know me, I work super hard.    THE TWO MAJOR DRIVERS   So the two major drivers of EVERYTHING that’s happened during this past little bit, are…   #1: Good products die in poor markets.    You may have a great funnel   You may have great ads   You might have great fulfillment   ...and you might be miscalculating, "Oh my gosh, I don't."    Because you're thinking, "Oh, no one's buying it."    But…   You might just be selling in the wrong neighborhoods.   A market is a location, not a person.    You might be selling in a neighborhood that neighborhood doesn't have enough of your dream customers. Make sense?    #2: You might not be a very good driver of the vehicle yet.    You may not have gone through a lot of the issues and stuff that you have going on.    If you don't have to have issues, don't go searching for them.    But if what I'm saying right now is  clicking in your head, you're like, "I know what he's talking about..."    That one billion percent affects business.    I wanted to act like it didn't for so long.    I’d be like, "Yeah I got these problems, but who cares?”   And a lot of them are still there…   But I have learned to calm my mind and bring it down.   In fact, several people on this cruise have said, "Stephen, you're not all “BOOM! BOOM! BOOM!”."    It's like, "I'm NOT like that all the time - it's just for fun sometimes.”    Business is fun and I'm gonna have fun while I do it... and sometimes I'm like, "BOOM, Baby! Yeah!"    And other times, I'm just calm.   In fact, when I landed in Miami right before the cruise I went and meditated at night on the beach.    Oh my gosh, that was so cool.    It was so fun that I did it again off of my suite balcony.   Anyways, I hope you're doing well and that you enjoyed this little heart-to-heart moment here.    YOUR FUNNEL MAY BE GOOD ENOUGH   Honestly, most of the time when I look offers, there are changes that need to be made... but that's usually NOT the issue.   Instead, there’s usually  …    A ‘Who mismatch.’     No idea of the market being sold to       No idea the official positioning within that market       No idea of what the sales message really is and what the hooks are.     The offer is usually the smallest part...    So while I lead with being ‘the offer guy’ ...that's the smallest session in my events 'cause it's ALL this other stuff that’s REALLY in the way!    Offers are easy, man - it's all these other things that are a bit more difficult.    And finally, understand this, I don't care how nice that cruise ship we’re on is, I don't qualify to drive it.    And the funnels that we help you guys build are like that ship, 'cause sometimes…    You need some educating to drive them.   You might have anxiety when a big wave pops up.    But…   You can't let that steer the course of the ship!    You steer the ship, not the wave.    Make sense?    Alright, guys, I hope you enjoyed this. Thanks so much.    #GetRichGiveBack   If you guys want me and my team to create your offer and build the funnel that sells it, go to    Thank you so much and thanks for being part of the show. We'll see you guys later. Bye.   Alright!    I've been asked, "Steve, you were the lead funnel builder at ClickFunnels, why aren't you offering a funnel building service for people in businesses?"    Okay, that's a fair question.    Check this out…    Back in early 2016 when I joined ClickFunnels as an employee, there were only about 12,000 users of ClickFunnels compared to the 100,000 now.    And there were only like 40 employees compared to the 400 that there are now.    Okay? What does that mean?    It meant Russell and I were literally the only funnel builders     *PERIOD*    All the sales copy   The design   The video   Building the pages   Email sequences   Integrating software with ClickFunnels was literally just he and I.    About a year into my employment at ClickFunnels though, other funnel building team members started getting hired, we finally had a copywriter, a designer, etcetera.   It changed my whole world as we now had a funnel team.    So before I offered funnel building services, I wanted to make sure I could not only find my team but that it was also air-tight.    What I did not tell you, and what I've NOT been public about was that my team has already been building funnels for other people for over a year now...   Testing   Tweaking   Building   Making our process better   ... and so finally, I will tell you that we are ready.    We've been building other sales funnels for a while, I just have not announced it until now.    If you want me and my team to build your company a professional sales funnel, come get more info at   Make sure you use the “MY” …    You can talk to us   Learn about the process   See what we ask of you in the process as well.   It comes with a live three-day event just with me, so I can teach you    How to use the funnel after it's done    Get traffic   ….as well as a year of coaching from myself and my staff.    If you want us to be the nerds while you continue to run your business…    If you're still looking for the core offer and funnel that supports your business revenue needs...    If you’d like to hand the critical funnel building task over to professionals who do this full-time…    If you want to learn how to design and launch your lucrative offer while my team of techies takes care of your funnel building and logistics for you...    Get more information and apply at   When you think about it, all businesses need to be able to do three things…    Get leads   Sell a percentage of those lead   Fulfill on what they sold   And your professional business needs a professional core offer and funnel to deliver it.    We've already been doing this for a year with students who have businesses that are…    Online    Offline   Physical    Digital   Software    Supplement   Experience with revenue     Just starting out get the point?   Not only will we build the funnel, but I’m also actually going to hook you up with the very people that I use to send various types of traffic to my own funnels.    I want you to be taking care of post-funnel build.    If you're tight on money, it's totally fine -  we have various payment and funding plans which are also available.   Come learn more and apply at   Just be aware that we're actually building you a professional sales funnel, and my team and I actually have very limited capacity in what we can handle monthly.    So skip the line of people shouting the most popular question I'm asked which is, "Steve will build my funnel?"    The answer finally is, "Yes," just go start at now.

SFR 295: The Day After The Million Dollar Day

Play Episode Listen Later Jan 7, 2020 21:48

SFR 289: What's A Funnel?

Play Episode Listen Later Nov 26, 2019 14:36

SFR 288: The Two Worlds Of Marketing

Play Episode Listen Later Nov 19, 2019 20:15

SFR 286: The Study Of Money

Play Episode Listen Later Nov 6, 2019 13:37

SFR 268: Myron Golden Teaches WHAT Keeps Us Back...

Play Episode Listen Later Aug 13, 2019 36:29

He’s invited by some of the world's top salesmen to help them sell more.    He’s incredible...and amazing at it - I’ve learned SO much from him.    Every time he speaks, I take out a pen and paper...    (Hint, hint...cue, everybody here!)   Please take out a piece of paper and take notes!    This is a man who’s likely to make MORE money arrive in your pocket just by listening to him... ;-)   Mr. Myron Golden. Myron: Hey, Steve. How are you doing, man?    Steve: Fantastic. Thanks for being on here, man.   Myron: Absolutely my pleasure to be on Sales Funnel Radio, talking to one of my favorite trainers...teachers… ‘OfferMinds…’   Ooh, did you see what I did there?! ;-)   Steve: That's good!     Honestly, thanks so much for taking the time. The feeling is mutual.    I have notebooks upon notebooks from your things.    Every time you come speak...or anytime I’m at Inner Circle or one of Russell's events, I’d fill a WHOLE legal pad.    And thinking…     "Oh, man, that was amazing."       "No, that was better than the last."        "Oh, my gosh, they're getting better…”      Myron: You're kind, thank you.   Steve: You are just an incredible salesperson.    You have so much skill and so much knowledge...    I've watched you unplanned…    (...and I know you've done this multiple times!)    ….get up and pitch someone's product better than they pitch it to an audience that doesn't know you…   AND you'll make MORE sales than the actual owner of the product!   How do you do that?! I know that's a huge question, but that's amazing…   HAVING NO INHIBITIONS   Myron: First of all, how I do that in particular, is how I sell.    First and foremost, I have to believe in the thing that I'm selling. If I believe in the thing that I'm selling, then it's easy for me to sell it.    What I mean by that is...   Most salespeople don't even realize that they haven't gotten out of their own way yet.    Most people who sell things, whether they sell cars, or sell shoes, or sell online courses… or whatever...     … they believe that selling is doing something ‘TO’ people not doing something *FOR* them.    So first and foremost, I look at selling as a service.    I look at it as something that I do *FOR* people’ that makes their lives better. It makes the world a better place because people like me are selling.   So I don't have ANY inhibitions.    For example...a pitcher will have pain in his shoulder, and he can't throw the ball as fast, or a golfer will have pain in his back and he can't swing.    Because subconsciously, his body knows that, “This movement is gonna hurt me or hurt someone.”    Right?    When we are incongruent or when we have incongruence about selling in general, that makes it hard for us to sell things.    I think the thing that I have going for me when it comes to selling is that I have *NO* incongruence in me whatsoever.    If I feel like a product isn’t good, then I wouldn't sell it to somebody in the first place!    Does that make sense?    Steve: Yeah, that makes sense.   Myron: I get out of my own way.   Steve: And I mean, you've done that multiple times.    I saw you do that at Dream 100 Con.    I mean, you're the guy that Russell Brunson asks to come re-pitch ClickFunnels' amazing offer after he's pitched!   Myron: Yeah.   Steve: It's impressive.   Myron: I'm honored. I'm honored by Russell. I appreciate him more than I can say...  I've got so much belief in what he offers, that selling a Russell Brunson coaching program is easy for me to sell.   (...even though he doesn't consider himself a guru, okay? I'm gonna call him my bounce-back guru.)    Because I went out, made a fortune and had a lot of great things happen in my life.    And then…    I went through seven years of life devastation.   Like every year, major tragedy after major tragedy, of some kind, happened in my life.    ...from 2007 through 2013.    I signed up for another coaching program in 2014 and I just didn't like that kind of work.    I don't believe that the key to success is to find something you're passionate about and the money will follow.’’   I DON’T believe that's true.   Steve: I don't either.   Myron: But I do believe that…    If the work that you’re doing doesn’t match the person that you are, you will never create wealth or massive world change in that arena - because your ‘doing’ has to match your ‘being’.  Right?    The coaching program was great; they had a lot of people making A LOT of just wasn't the kind of work that suited me.    After that in 2015, I joined Russell's Inner Circle and my life has been on an upward trajectory financially, ever since then.    Selling a Russell Brunson coaching program? That's like the easiest thing in the world for me to sell!    Because he is the one person who I can point at and say, incontrovertibly, has helped more people to become millionaires in a shorter period of time than ANY other human being I've ever known of.   Steve: Yeah, not even just “known of”. I've never heard of anyone doing that!   Myron: Exactly.    And he's not an MLM guy. He's just a guy who teaches you frameworks that work.    So standing up and selling his product is easy because…    I wasn't selling the product I was selling the payoff   ...and I know what the payoff is because I get paid from that payoff all the time!   So that's why, if I can look at something and it makes sense, then it's easy for me to see how it makes sense...    ...then it's easy for me to say HOW it makes sense in a way that's easy for people to receive.   Steve: It's powerful stuff! And you know what's funny?   I feel like there's a lot of people who are jumping in entrepreneurship…   (which is great!)   ….but they do it under this notion that it's NOT sales, it's “entrepreneurship”.    But  like,  “ Eh, entrepreneurship IS sales. It's a sales role."   Myron: Yeah, exactly.   Steve: And if you're lying to yourself about that, you're already a bad entrepreneur!   To be an entrepreneur is to be a salesperson.   Myron: Exactly.   Steve: How can people be better?    How can they get rid of the inhibitions around selling?   Myron: Let's start with this.    So as you just said…   The reason that people say, “I'm an entrepreneur, I'm not a salesman,"    (What does that even mean?)    ...that is because they think there's something inherently wrong with sales!    But I'm gonna fix that right now.    BLOOD & SALES   …. the people reading right now - they can agree or disagree.    If you disagree's what I'm gonna say to you…   ”You've been wrong before… congratulations, it's happening again!”   So I happen to have some money in my pocket….   ….if you take some money out of your pocket, any amount of money… and you look at that money - just check it out - and you’ll realize that:    All of the money that you have...    All of the money you will ever have...   To do the things…    You desire to do for yourself...   For the people that you love...   The causes that you care about...   The only reason it's possible for me, you, or anyone else to ever have money is because somebody somewhere sold something to someone for a profit.    PERIOD.   (I wasn’t gonna go here, but I will…)   Money is like blood, right?    Money is like blood, in that, money is stored in a bank.    Where's blood stored?    Steve: In your body.   Myron: Well, no, it's stored in a blood bank.    Money is stored in a money bank, right?    Steve: Oh, I get what you're saying.   Myron: Blood is stored in a blood bank.    Blood has to be in circulation in order to give life to your body and money has to be in circulation in order to give life to the economy.   Steve: I love that.    Myron: Right? So money is very much like blood.  Blood carries oxygen to every part of your body.    Money doesn't really carry oxygen, but it does help you breathe.    … because when you don't have any money, you feel like you can't breathe.   Steve: That's true.   Myron: Right?    But also…    Money is a mass noun, just like blood is a mass noun.    Yesterday, I went and got some blood drawn - I didn't go get ‘A blood’ drawn, I got SOME blood drawn.    … even though it's singular, it's a mass noun.    So you have to put “some” (which is plural) in front of a singular word.    You'd never say "I gave A blood," because that doesn't make any sense.    I gave SOME blood. Well, guess what?    When it comes to money, you wouldn't say, "I gave A money..."   It's SOME money.    Money and blood are both mass nouns.    Money and blood are both fungible.    Q: Now, what does fungible mean?    Well, you drove my car when you were in Tampa.   Steve: Yeah, great car, beautiful car.   Myron: With my name on the floor mat.   Steve: On the floor mats right there, that was...wooooo!   Myron: I drive a Bentley Continental GT.    If I let Steve borrow my car, when he brings my car back, my car is NOT fungible.    It's a car, but he can't bring me back a Volkswagen Jetta and say, "Here Myron, here's a car."    You have to bring back the same car!    ...or at least the same kind of car in, at least the same kind of condition.   (Preferably my car, right?)   So if somebody borrows a car, a car is NOT fungible.    If somebody borrows my golf clubs...    (… I wouldn't let somebody borrow my golf clubs 'cause those are my babies!)      But if I did, it's like, "No, you can't bring me back some other golf clubs."    "Well, they're golf clubs! What difference does it make?"    No! Golf clubs are NOT fungible.    If you give blood at a blood bank and then get in a car accident, you need to go get some blood… they don't have to search through millions of pints of blood to find the exact blood you gave!   Steve: "Oh, here are your cells!"    Myron: Exactly.    They just have to find the same blood type.    It's like with money.    Money is fungible.    If you loan me $5, you don't care if I pay you back the same bill.    Or if you owe me $50 then you don't care if I pay you back a $50 bill. Or two $20s and a $10 or five $10s or 10 $5s.    You don't care.    Q: Why?    A: Because money is fungible.    As long as it's the same currency type (#American dollars), you don't care.    You don't wanna loan me $50 in American dollars and I give you back Costa Rican dollars.    That wouldn't work.    So…    Money and blood are very much alike.   So here's what you gotta realize.    The only reason any of us EVER have any money in our pocket to do…   The things we wanna do    The things we desire for ourselves    The things we desire for people we love or the causes that we care about    … is because somebody somewhere sold something to someone for a profit.    Here's what that means:    Just like money is the blood, it keeps the economy alive, money is the lifeblood of the economy.    Salespeople are the heart of the economy that keeps the blood flowing.    If you are in sales, free yourself from the idea…from this ridiculous Hollywood notion that selling is somehow doing evil in the world.    Hollywood does way more evil in the world than salespeople!   The government tries to demonize business and salesmen and entrepreneurs while they do WAY more evil in the world.     Here's what you gotta realize...    Being a person who is in sales (a salesman or saleswoman) is one of the most noble, honorable positions and vocations in the world.     You make the world go ‘round.   Once you realize how essential salespeople are in the world and how much joy they bring into the world?   Salespeople bring joy into the world!    Remember how good you felt last time somebody sold you a new car? Or somebody sold you a new house? You felt great!   Why?    Because they sold you something that made your life better.    Salespeople bring more joy into the world than almost any other profession.    So once you wrap your mind around what selling really is…   … that FREES you up from all those internal conflicts and incongruencies that create the cognitive dissonance that restrict you from going out and making your offers boldly.   Steve: I 100% believe that.   Myron: That was a long answer.   Steve: But it's an amazing answer.    It drives me crazy…. "Money's evil."    Money is NOT evil, money is an amplifier.    I feel like (most of the time) when someone is NOT good at sales, usually they need to redefine their relationship with money.    They have so many *false beliefs* around money.   Myron: Absolutely.   Steve: Do you find that to be true?    Myron: Absolutely.    I'm gonna say, money IS an amplifier, but I'm gonna add a caveat.   Because money IS an amplifier…    If you're bad, money will make you a worse person, or give you the opportunity to do more evil in the world.    If you're a good person, money will give you the opportunity to do more good in the world   HOWEVER…   Money itself is NOT bad, nor is it neutral. Money itself is good. Money is a good thing.   Steve: Right.   Myron: How can you say money is a good thing?    Q: What is the substance that represents wealth around the world since the beginning of time?    What's that substance?    Steve: Gold.   Myron: Gold, that's right.   Steve: Yeah.   Myron: Gold is the substance that represents wealth.    The first time gold is mentioned in Scripture is in the Garden of Eden.    Here's what God said, "And there was gold in that land, and the gold of that land is good."    Now, wait a minute, wait a minute!    Help me understand something here.    The Garden of Eden is a place where all the food is free.    The Garden of Eden is a place where there were only two people who ever lived there, Adam and Eve, (last I checked, they were married to each other).    There were no stores, there was nothing for sale, and yet God put gold in the Garden of Eden and then, He made sure He told us it was good.   Money is good. It's not neutral. It's not bad. It is inherently good.    You can do bad things with money, but it’s inherently good.    A car is inherently good - it's not bad to not have to walk everywhere you go!    It's good to be able to get places faster and it gives you the ability to save time and put more experiences in your life.    But people have run over people intentionally with cars!   You can do something bad with something that's good but it doesn't make the good thing bad - it just means that a person did a bad thing with it.   Steve: And the person did it, NOT the car, or the gold, or the object!   Myron: You know how you talk about the Capitalist Pig it really irritates people?    THIS MAY OFFEND YOUI'm gonna say something that really irritates people.   Steve: Yeah.    Myron: I'm not attempting intentionally to offend anybody (that's not my intention) but if they get offended…. they should probably grow up a little bit!    So the government talks about gun violence, right?    Steve: Yeah.   Myron: Oh, there's no such thing as gun violence.    I know, I just lost a bunch of people....but I lost the ones I wanted to lose.   Steve: Sure.   Myron: Okay?    There's no such thing as gun violence. I have a whole bunch of guns, not one of them is violent.   (I know I just lost a bunch of people… but I lost the ones I wanted to lose)   Steve: Me too. It's so funny, they're just sitting there and they never harmed anyone.      Myron: They don't do anything to anybody.   They just mind their own business!   In fact, they don't even mind their own business ...because they don't do anything.    They just sit there until I go to the range and I practice.    There's no such thing as gun violence, it's people violence and some of those people use guns.    Nobody talks about...   Steve: Car violence.   Myron: Car violence.    Nobody talks about fist violence.    It's stupid, it's like saying, "My stupid pencil failed that test."    *Your pencil didn't take the test*    Steve: I'm gonna use that one!    I wish I would have known that when I was in elementary school, hah.    “My pencil's broken!”   Myron: "My pencil...I can't believe this... What kind of pencil is this?!”   Steve: So we've gone through and said, “Okay, in order to get better at sales, you really need to embody…” Myron: You have to fall in love with it.   Steve: Sales are incredible.   Myron: You have to fall in love with it.   I love sales and salespeople.    Pray for salespeople every night when you go to bed. Thank God for them every morning when you wake up.    Stop being, "I can't believe that person tried to sell me something."    When somebody tries to sell something to you, get excited about it and watch their process and see what you can learn.   Instead of , "I can't stand these stupid infomercials. I can't stand these stupid commercials….”    I like infomercials… I really love them!    Steve: Me too! I watch them for fun.    Myron: Goodness, they're so entertaining!   I'm like, "Ooh, that is such a great idea!"    Steve: Oh man! So we’re saying …   THE STRUGGLE IS NOT REAL!   Number one: You can't even learn any of the skills or real tactics that you teach if you can't even accept the fact that…    Sales ARE good.   That money IS good.   Myron: Absolutely, absolutely!    And that you are doing good in the world when you sell things to people.    Do you understand that people only buy something because they value the thing they're buying more than they value the money?    It's kind of amazing when you think about it.   Steve: Yeah, money is GOOD. Sales are GOOD.    I'm writing down some of the notes here...    What else would somebody need to do?    I mean these are all major foundational pieces before you even get into tactics…   (or even things that you'll be speaking at OfferMind about)   So what else can somebody do to just increase their sales?    They're like, "Hey, I've got those things, I know sales are GOOD. I know money is GOOD."    What would be the next step?    Myron:    Realize that the struggle is not real, it's imagined.    “But sales are SO hard!”    No, no, no, no, that's just a story you tell yourself.    Sales are NOT hard, you're just NOT good at it.    I love what Jim Rohn said his mentor told him.    He said, "Mr. Rohn, Mr. Rohn. Don't wish it were easier. Wish you were better."   Steve: Ohhhhh...there's some zing on that!   Myron: That's juicy, ain't it?    Steve: It's a little sting, there. A little spicy.   Myron: Yeah, he was like, "Sales is hard."    No, no, no, no. It ain't the problem.    Sales are not hard. Sales are really, really easy! You just don't know how to do it.    Jim Rohn said his mentor, Mr. Earl Shoaff asked him, “So how much money do you make?"    He said, “Well, I don't make that much. I'm broke.”    His mentor said, “How is it that you, being 26 years old and a healthy American male...and you're broke?”    He said, “Well, I can't help it. This is the job I have. This is all they pay.”   His mentor said, “Well, now Mr. Rohn that's not true. Let me ask you a question. Are there people who work for your company that get paid more than you get paid?"    He said, "Yes."    His mentor said, "Well then, that's not all they pay. That's just all they pay YOU."   And I said, "That is so good!"   Steve: I totally I can hear his voice as you say that. You do it well!   Myron: That's all they pay *YOU*    So what we have to realize is…    Mr. Rohn said, "It's too expensive."    "No, Mr. Rohn. The problem is not that it's too expensive. The problem is that you can't afford it."    We always wanna blame it on something outside of ourselves.    We always wanna relieve ourselves from the responsibility to do the thing, but the reality is... the reality is that sales ISN’T hard…   “…I just haven't learned how to do it yet!”   I'm gonna tell you something, Steve.    I have NOT always been good at sales.    When I got started in sales in 1985 selling insurance and investments through a company called AL Williams, I was not even good enough to be bad yet.    I was so bad, I was worse than bad!    I got started in October of 1985 and I did not make my first sale until April of 1987.    I was working and doing presentations... and I was woefully awful.    See, here's what happens.    Most people are not willing to be bad long enough to get good.   I was making offers and doing presentations from October of 1985 to April of 1987.    (By the way, if you're counting that's 18 months before I made a single, solitary sale.)   Shortly after I made that first sale, I became the top salesperson in our office month after month after month after month.    Some of you will say, "Well, Myron. How did you do that? What was it that changed for you, that took you from not being able to make the sale, to being the top salesperson in your office?"    *EASY*    I ran out of all the ways that wouldn't work.   Steve: Mat time!   Myron: The only thing I had left? The ways that it WOULD work.    It's so amazing, Steve.    People resist the only activity that can help them get better at the thing they are desiring to do.   They'll create all kinds of creative avoidance around not doing the one thing, i.e.,    Making offers   Doing presentations.   DON’T HIDE   I'm gonna tell you something, I've got a young lady who's in one of my high-end coaching programs.    Her name's Eileen, I think you met her.    This particular coaching program is $40,000 and they have to put at least half down and then they get on weekly bank drafts, right?    So she's like, "Myron, I really wanna get in this and I don't have the money. I don't know what to do."    First of all, she came to me and she didn't hide from me.    She came to me and said, "I don't have the money. I don't know what to do. What should I do?"    I'm like, "This person's gonna be awesome."    … because when they didn't have the answer, they knew there was an answer…   ... and so they ASKED for the answer instead of avoiding the place where they could get the answer.   Steve: Yes. I'm a student of exceptions.    If you don't have the means, or you don't have whatever...    JUST FIND ANOTHER WAY.    It doesn't mean that you're blocked!   You keep moving!   Myron: Yeah, exactly.   Here's what I told her:    "Eileen, you already have a $4000 offer. Raise the price to six and make more offers.    In fact, take the people who are in your current database right now and give them a date at which you're gonna raise your price to $6000 and give them an opportunity to get it now for only $4000.    Raise your prices."    I said, "Then the second thing you wanna do, raise your prices and make more offers."    Now, here's what make more offers means to me: *Collapsed timeframe*.    Take the number of offers you would do in the next year and do that in the next month!   Take the number of offers you'd do in the next month and do that in the next week!   Take the number of offers you'd do in the next seven days and do that many offers today!    You will have the money in less than 30 days.    She called me a week later, "Myron, I have the money."   Steve: That's SO cool.   Myron: It’s something as simple as “make more offers”.    I can tell you story after story. That's not unusual, but it is unusual to find people who are willing...   To make an offer!    Adjust the offer and then make that offer to another person when somebody says no to their offer   Make that offer just the way it is to 10 more people just to see if the problem is the offer... OR if it’s just the way they're offering it.   Steve: Right, right.   Myron:    Most people won't allow themselves to stay in the game long enough to figure out how to win the game.   Steve: You know, it's funny. I went back and I recounted how many tries it took me... and it was 33 failures over six years!    It was painful...   Myron: Well, why didn't you quit?    Steve: Right? Yeah, I know.    Someone was like, "Why did you think you could keep going like that?"    I was like…   I realized that failure is largely made up. You just learn. Everything is progression. It's not win-lose, it's just progression.   Man, I had a lot of garbage in my own head around the beliefs in money that I had to overcome.   Myron: Absolutely.   Steve: Before I could even sell what I was making in the first place.   ALL WORK *WORKS*   Myron: Absolutely.    What's really interesting that a lot of people don't realize?    They'll say, "But Steve, it's not working! But Myron, it's not working!"    I say, "Okay, first of all, let me help you understand something. All work WORKS."   Steve: I'm gonna put that on my ceiling!   Myron: All work works. There's no such thing as, "I did that thing, and it didn't work."    Oh, it worked.    "No, no, but I made the offer and nobody bought."    It still worked.    "Well, if I made the offer and nobody bought, how can you say it worked?"    See, work is a two-sided coin.    Q: What are the two sides of the coin?    There's the work I do on it    There's work it does on me.    When the work I do on it doesn't do what I thought it would do...then the work it does on me ALWAYS does what it's supposed to do!   I know all work works.    So when I'm working on something that seems like it's NOT working, it's still working on me.    It's so interesting, we were talking about how you had six years... six years you tried all these different things and none of them "worked."    You had six years of failure, about 30-some odd failures but here's what we as human beings fail to realize.    Repetitive use of a limited ability will always produce an increased capacity.    What do I mean?    If I wanna get in shape and started doing push-ups, and I wanna do 30 push-ups, but I can only do five, here's what happens initially after I do five.    The next day I can only do three, right?    Because push-ups, in the beginning, don't make you stronger at first, they make you weaker because of fatigue.    So people think when they become fatigued from the activity that they wanna get good at, they think that means it's NOT working.    But you have to do it over and over again.    Repetitive use of a limited ability will ALWAYS produce an increased capacity.    Unless you do the activity repetitively, it cannot increase your capacity to do that thing.    Eventually, if you do five push-ups today, and three tomorrow, and then five the next day, and then three the next day, and five the next day... all of a sudden, you get down one time and then it’s 21.    Where did that come from?    Repetitive use of a limited ability will ALWAYS produce an increased capacity.    Over that year and a half when I was making presentations and nobody bought, what I didn't realize I was learning two very valuable lessons.    I was learning how to NOT work for money.    I was learning how to hone my message and how to adjust my approach and then go back and do it again.   And that's what I mean when I say I literally became the top seller.    Went from a year and a half no making a top salesperson.    “How did you do that?”    I ran out of all the ways that wouldn't work. The only thing I had left were ways that would work.   Steve: I totally get it.    It's kind of the same thing for me... after a while, I was like, "I don't know how else to be bad, or make it not produce cash.”   Myron: Exactly.   Steve: So just so everyone else can see, I've taken so many notes that I even turned the page…   ….now I'm going down this side of the page with notes!   I have so many notes and what's funny is that I've listened to you speak so many times...    Every time I hear you speak, more and more comes out!    I have a greater understanding of why I behave the way I do.    Not just, "How do I sell more?"    It's, "How do I actually behave better?"    It's really fascinating and I want to thank you for that.   Myron: Absolutely, my pleasure bro.   Steve: So you're gonna be teaching a lot of stuff at OfferMind and you're gonna come speak...   Myron: Yes.   Steve: And at the point where you're gonna come speak, people should have a great idea of what their offer actually is.    The core offer, what they should be doing.    Horse blinders on about everything else and just hyper-focused on that one core offer…which is what I'll be doing on the first day.    But you're gonna come in and teach them how to offer the offer.   Myron: How to offer the offer in a way that people expect it.    So many people make the mistake of thinking that the offer is their person.    What do I mean by that?    What they'll do is say, "Well you'll get so many hours of my time."    I say, "How many hours of your time?”    What I want less than hours of your time is for you to have hours of my time!   Steve: Right.   Myron: Okay? So they'll sell their person.    They'll sell their pieces, "Well, this has got five books, 17 videos and 47 audios."    Well, nobody cares about the pieces.   Steve: No, I don't want that.   Myron: Nobody cares about the pieces.    They'll sell their process.    It's fine to teach people the process after they've taken advantage of your offer, but don't sell them the process!    If you sell them the process then they're not gonna buy it.    I'm gonna teach you how to offer the offer...    Q: ...and so how do you offer the offer?    When you're selling to somebody you don’t sell them the process, you only sell them the payoff.    You don't sell them your person, you don't sell them the pieces, you don't sell them the process.    Q: What do you sell them?    You sell them the payoff and you use a concept that I call Emotional Cooperation.    After you use Emotional Cooperation… (and I'll teach you what that means when I get there - at OfferMind…)    ...then you use what I call Logical Justification.    When you combine Emotional Cooperation with Logical Justification, you become what I call a Psychological Artist.    You can hang pictures in people's minds for them to refer to that help them see your offer in a more favorable light. OFFERMIND???Steve: That is powerful stuff and I’m taking notes like CRAZY.    If anyone's watching or listening to this now, and they're like, "Will OfferMind be worth it?"    ...first of all, if you're NOT convinced by now… I don't know what to tell you!    What would you say to somebody who's like, "You know what, I don't know if I should show up to OfferMind?"   Myron: What does that mean?    Steve: Right.   Myron: No, no, I know what you mean.    I'm like, "I don't know if I should show up for OfferMind?"    Some of the greatest marketing and sales minds in the world alive today are gonna be there teaching you how to get BETTER at creating offers, and offering those offers…   ...if you don't know if you should be there…? Perhaps we should come get your family and take them to safety!?!   It's that kind of deal.  THE TWO THINGS...One of my old mentors, Charlie "Tremendous" Jones... I love that man and he was so amazing.    He changed my life in so many ways.   Steve: Oh, I didn't know he was! Oh, that's cool. Wow.   Myron: Oh yeah, I knew Charlie.   Steve: Oh, that's amazing.   Myron: Yeah, I knew Charlie.   Steve: Cool.   Myron: He lived in the same town as me. I used to go visit him.   Steve: That's amazing.   Myron: Like, I would go hang out with him.    Charlie used to say:    Your life would be the same 10 years from now as it is today, except for two things, the books you read and the people you meet.   When he said, "The people you meet", he is talking about the people you associate with.    I have found that NOTHING in this world ... in this life...changes your life for the better like going to live events.    Live events are my vibe.    I get to meet people and interact with people.    If I had never gone to Funnel Hacking Live, I wouldn't even know you and we wouldn't even be having this conversation right now.   Steve: No, definitely not.   Myron: When you were at Funnel Hacking Live in San Diego, 2016 and I was at Funnel Hacking Live 2016... I don't even know if I remember meeting you.    Do you remember meeting me?    Steve: No.   Myron: Probably not. No.   Steve: No, no.   Myron: Probably not, right?    We were both there, just as attendees.     And now you're having your event, and I'm coming to speak at your event!   You learn from me, I learn from you.    We make each other's lives better and we help each other's students, it's like...    ...does it get any better than that?!    Steve: I don't know?!   Myron: You will meet joint venture partners and they can open doors for you that you can't open for yourself just by going to live events in general...    But OfferMind! Like really?!!    I mean where will an assembly (other than at Funnel Hacking Live) of this level of marketing and sales genius be converged in ONE place at the same time other than OfferMind?    If you're not there ...where else would you be?!    Steve: I don't know? I've asked the same question.    I'm like, “I don't know why you wouldn't show up to this, it's pretty ridiculous…”   Myron: Your life will change.    I love what JR Ridinger used to say, he is a guy who is the president of a network marketing company I used to be a part of.    He said, "You can change your life in two days."    How long is OfferMind? Two days or three days? Two days?    Steve: Two days.   Myron:    You can change your life in two days. You can get more accomplished in two days than you get accomplished in a whole year by being smart enough to get yourself to that next event. Steve: There’s something about it...   Myron:    It collapses timeframes   It gives you a synergy    It gives you a level of focus that you can't get...that's diffused when you're out here doing your own thing in the workaday world.    When you come into a space where there are that many people focused on sales, focused on marketing, focused on offer creation, dude, it changes everything.   Steve: Yeah.   Myron: Yeah, I'm speaking at OfferMind.    But I'm not just going to OfferMind 'cause I'm speaking, I'd be going to OfferMind if I wasn't speaking.   Steve: Yeah.   Myron: Let's not get it twisted, ladies and gentleman.    Steve needs to go to events, I need to go to events, Russell needs to go to events.    The teacher who has stopped learning has lost his right to teach.   Steve: Okay, amen.    I think about like wings on a plane.    I tell everyone, if you're being coached by someone who's not also being coached, stop listening to them!   They're not practicing the very thing they're teaching you.   Myron: Absolutely.   Steve: Get away from them.     Myron: Absolutely.   Steve: Oh man.   Myron: Don't get stuck like Chuck in a pick-up truck.   Steve: Well hey thanks so much for being on here, thanks for being in Sales Funnel Radio.   I'm just incredibly excited to have you on.   Myron: Me too.   Steve: Guys, go to and grab your ticket.      By the time while I'm saying this right now, we're pretty much out of VIP seating -  stuff is filling up very quickly.    Go get your ticket and we'll see you September 2nd and 3rd!   You’ll get to listen to Mr. Myron Golden teach you how to offer the offer that I'm gonna teach you how to build on day one.   Myron: May I borrow one of your words?    Steve: Yes.   Myron: BOOM!   Steve: BOOM!   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    Again, that's

SFR 263: Campaign Follow-Through...

Play Episode Listen Later Jul 26, 2019 17:13

A marketing campaign is nothing more than orchestrated noise around your product.    Here's an example of how to keep a campaign going when everything is going well…   A campaign is about creating orchestrated noise   … that's my definition, but really that's all a campaign is.    Running Facebook ads,  that's NOT really a campaign. It can be part of a campaign, but it’s NOT a campaign on its own…   Marketing campaigns are a dying art… which means MOST people are leaving money on the table.   Think about this...   We're no longer just in the information age, we're in the attention age where the loudest, not the best, is more likely to get paid.   HOW TO TURBOCHARGE YOUR MARKETING CAMPAIGN   Recently, one of my good friends, Josh Forti, did a cool launch, and he had me come on to promo this product.    After our interview was done for the launch, he asked if he could get on my Facebook page to chit chat about the interview and do a little MORE promo around it.    I swear one of the major reasons that people don’t do very well in this game is simply because they don't know how to do the second step that Josh took…   ...which is why I thought it'd be cool to share the interview with you…   I chopped it in different places and such, but you’ll see Josh ask some very general questions…   Then kind of after each of my answers, he'd go back to, "Hey, we covered that in the playbook, click here."    That skill is a very learnable thing, and it’s one of the easiest ways to get better results in your marketing campaigns…   Because, here’s the thing…   I see people with a...   Great Product   Excellent Funnel   Good Launch   ... but then they don't follow through all the way, and it cuts their launches down.    Campaigns are broken up into a lot of parts. I plan and put all the pieces together, and then, I ask...    How am I gonna get tension?    How am I gonna leverage the followings of other people to get attention?    Once it's in the middle of a launch, how do I keep the momentum going?    Once it's done, how do I keep that pressure moving as well?    And, so I thought this interview with Josh was a great example of how to keep the pressure moving...    So, when you launch your product, or whenever you're putting your stuff out; *REMEMBER*  it's NOT just about the product or the funnel…   It's about the noise.    So you need to ask, “How am I creating that noise?”    The success of your product is just as dependent on the noise you orchestrate as the product and the offer and the sales message itself.   If no one knows about your offer, you're NOT making any money anyway.    If you can't get anyone to even go look at your sales message, your product is already dead... so why did you make it?     So I'm just giving this to you as an idea, so you can see like, "Oh, man, I should go do that."    A follow-up interview whenever you interview somebody for a product you're putting out is NOT abnormal at all.  Let’s cut over right now…   JOSH FORTI’S MASTER MOVE   Steve: On the other side of this wall here, there’s a whiteboard and I call it my "questions whiteboard."    I believe that questions invite revelation, and that's good and bad...    So…    I have to focus on answering rich people questions instead of poor people questions.    Because whatever I ask, I will likely answer.    The purpose of the board is NOT for me to answer the questions.    The purpose of the board is me to figure out which question to focus on answering.    ...because I shouldn't try and answer EVERYTHING.    It's funny you asked that;  I don't know why, but it happens in the morning….    I'm getting ready in the morning and my brain turns on, and  I'm like, "Whoa, what about this idea?”   Man, I'm not going to lie, I've run out in a towel before to write stuff down... like, “That's such a sick idea!  Oh my gosh! I should try to answer that…”   And I put it on my questions board... and I write, and write, and write…   I have a BIG list of unanswered questions that I want to pursue.    It's NOT that I'll sit down always and be like, "I have to answer this now," and just dive into my books…    But, on interviews, because it's on my mind, I'll continue to clarify the answer to that question…    I'll be like, "I think it's this."    One of my favorite things is to go back and listen to those interviews and hear myself, and be like, "...that was probably the coolest I've ever explained an answer to the question on my whiteboard.”    And so I go back a lot, and it's one of the coolest ways I figure out like, “Okay, that made sense, that didn't make sense. This was helpful, that was confusing.”    And it's only honed me in what I do more and more.   FINDING WHAT RESONATED?   Josh: It's interesting how much you can learn about certain things that you say when there are clips of the crowd, (and they get the back angle)...   ... and you watch everybody's heads go down and start writing all at once.    And you're like, "Oh my gosh, they all really liked that point."    And so it's ALWAYS interesting for me to kinda go back and listen to old interviews, speeches, or things that I've done... that got A LOT of really good engagement...   ‘Cuz I feel like you can learn so much about what people really like, what resonated and what didn't resonate.    Steve: Well, it's funny 'cuz the market literally votes, (they don't know they're doing that a lot of times), and it's NOT just with products, but even with content, (you know that)…   It's cool to see that reaction when you say something and you know it's right, you know it's helpful…   ... but you said it differently that time, and suddenly it’s the click… and you're like, "Oh, that's what you mean!"    And then you see all the heads go down, and you're like, “Okay, note to self, say it that way next time because it's more impactful than last time.”   ARE YOU ASKING POOR PERSON’S QUESTIONS?   Josh: I believe that the key to thinking different…    The key to getting, basically, anything that you want out of life is asking the right questions.   If you know how to ask good questions, you can ultimately go out and find answers, have a good perspective, and get what you want out of life.    But how did *you* learn, like...    How does one go and actually learn good questions?   How do you determine what questions you're actually gonna ask, and what's worthwhile to go study or not?   Steve:    One of the biggest filters I run things through is, does that sound like a rich person question or a broke person question?   Josh: Hmm.   Steve:    A lot of times, people try to answer broke people questions just out of habit.    For example:   I don't clip coupons. I'm not against coupon-clipping. Well, actually I am… ;-)   One of the issues is…    If I spend my time and my attention and my focus on how to save money, I will find out how to do it…    ...but I also didn't learn how to make MORE money!   I'd rather learn how to make more money and who cares how much something costs at that point?     The one thing everybody has when they start this game is a buttload of questions.  … and it makes sense why they would. Just EVERYONE has tons and tons of questions.   Josh: Right.   Steve: That's natural… but, like start writing them down. I challenge everybody to do that…    And…   Before you seek to answer the question, seek if it's worth answering at all.   Josh: Yeah. That's huge.   Steve: It will pay you in time or money.   Josh: I love that.    One of the things you said is interesting because we mention it in The Mindshift Playbook, is the habit thing…   You said, ‘Often times we just do it out of habit,’ right?   Steve: You know what's funny, I'll go teach these models, “Hey, this is a cash flow model. This is a cash flow model. This is a cash flow model…”   And what's funny is, the very first reaction people have is, “Is that gonna work for me? Am I in the right spot to do this?”    And I'm like, “Oh, my gosh, are you kidding?”     ... it ticks me off so bad. Josh: It’s like, “Does ClickFunnels work for -----?”   Steve: You know what? Of the hundred thousand monthly subscribers, you're right, you're the one it's NOT gonna work for.  It's like, “Come on! Just do it."    People set a goal, "I'm going to go do this, and I'm going to use ClickFunnels to do whatever,” and they don't allow *themselves* to break on the goal.    That's the key…   You have to break *you* on the goal instead of change the goal.    Robert Kiyosaki says that as well…    As you start moving towards any goal, you’ll have these character flaws that explode in your face.    I was probably, you could say…    Addicted to video games in high school.    I was very overweight.    I got kicked out of college.    I barely graduated high school.    I couldn't speak.    I had major anxiety issues.    I am literally the opposite of everything that I was back then because I started realizing that,    I needed to allow myself to feel some pain on the way to the goal. Pain does not mean bad, and pain does NOT mean the wrong choice. Most of the time, pain means growth.   Josh: Yeah.   FAIL FAST   Steve: When you realize, “Oh my gosh, failure is really kind of a made-up principle. It's not even a principle, it's made up...    As I start to feel that pain, I start to feel the progression of moving towards things.   I went back and counted how many times it actually took me to make one of these funnel things work, and it was actually 17 funnel tries and 17 before that…   It was actually my 34th thing that actually blew up (from age 20 until now).   Josh: That's crazy.   Steve: That's A LOT of freaking failures.    ...and most of the time, people aren't going to be able to go through that.     About 1/3 into those tries, I became cognizant that…    I was changing at a speed faster than any personal development course could ever hope to give me. Josh: Ever! And you mentioned that in the interview too. You say like,    Entrepreneurship is the best personal development course you NEVER signed up for.   I mean, like it just is, and I 100% agree with that.    ...and it's interesting what you say about pain and struggle.    I think the one thing that we both agree upon is that the struggle is there for a reason. The struggle is a good thing.    The struggle is absolutely needed to develop you into who it is that you say. So it's interesting that like, they're saying it, you're saying it. Like, it's there…   I think in today's society, we're just trained to want to avoid struggle.    Everything is convenient.    Everything is now.    Everything is easy.    Like, “Avoid this!” (Thank you, marketers, right?), but like, you know what I mean?    I feel like we're trained as a society to avoid struggle, which I think is why it's so hard for so many people.    Steve: Yeah. And, you know, I think a lot of it, (and I'm never gonna be the one that just like slams and bad mouths school and all that stuff)...   ... but you think about it, you get punished for doing something wrong in school.    But like, man…    I do stuff wrong, all the time, in business, and that's actually the thing that accelerates me.   Josh: Right   Steve: “You can't do that here, or you can't do that here.”    Or…    “What if I fail?”  *Plan on it* And then you just move forward.   Josh: Write it in.   Steve:    I find that failing ends up being an accelerant to everything else that you do   I've gone through that many failures, and because it sucked for so long, it's NOT that hard to make cash now.    I'm like, “Okay, well, I solved that problem.”   And what I've learned is that while I teach these models, and then people feel this first sense of personal development requirement that comes like…    “Oh, man, I don't actually qualify to be running my dream in the first place.” they start moving, they start to gain this self-confidence. And then, they move faster and faster and faster…   I almost want them to hit some major speed bump quickly and then see if they can pick themselves back up.    That kind of person, I love working with them.   Josh: Yeah, because people don't know how to fail. Sorry. Go ahead. DO YOU QUALIFY?   Steve: I was chatting with Russell about this a little while ago…   I was like, "Dude, when I met you and started working for you in the same room, you were totally a different person a year and a half later by the time I left."    The Russell Brunson of 3 or 4 years ago, could NOT handle what he's doing right now.    But too many times we're like, “I want my dream with the million-dollar business now.”    Man, *You don't qualify* You've gotta get some personal development going down!   Josh: What would your advice to me be, if I were to go down that route and be like,    "Yeah, I'm gonna open up a talk show where we bring on interesting guests. Maybe we talk politics. Maybe we talk about business. Maybe we talk, whatever.”    What's your advice to me when it comes to doing those interviews or creating concepts around that?   Steve: Okay, so I'll tell you one of the reasons why Sales Funnel Radio has been so successful and “The Capitalist Pig” is such a big deal to people…  It's because it actively throws rocks around mainstream ideas that others believe.    So, I was in the Army, (and y'all know that if you’re on here, right?)    I was in the Army, I enlisted and I went to become an ammunition specialist, (which I didn't know at the time meant "fancy warehouse guy." )   I was like, “Crap, I wish I would have chosen something a little different."    Anyway, a little bit through that, I was like, "I'm going to go be an officer."    So, in the middle of my officer trainer, one of the things that they do is they make you study wars, battles, lots of strategy and movements... things like that.    So you study these HUGE battles, and it's a ton of fun. I really enjoyed it.    The guy who was teaching us was ridiculously smart. He's a historian that they brought in just for officer training.   It was a whole semester of just studying wars.    What's interesting is that he taught us that wars are started over usually pretty much always out of rights...   States' right   Human rights   ... that's what wars start over.  The Civil War was NOT started because of slavery. We did NOT leave Europe because of religious oppression, but that's how we romanticize the past…   What's funny is that in the middle of a war, a lot of times, a social issue will piggyback on the war.    So slavery becomes part of the Civil War, (like right towards the last hour)...    And that's when Lincoln said, "Hey, The Emancipation Proclamation, let's go dump it in there."    The same thing with like leaving Europe, as Americans, we're gonna go in and you know what… ‘it's about religious freedom now.”    It was NOT at first. We were Britains!    And the reason I bring this up is that from a marketing standpoint, when it comes to the way I treat a message, (this is not something I normally would talk about either), but …    I look to piggyback a message on the back of a social issue.    (Not a human rights issue... because then you're seen as political)    But when it comes to really disruptive messages in the marketplace, Socialism right now is getting a lot of attention…    So one of the easiest ways for me to get a lot of attention on a show is to become the anti-something major in a social issue that's currently got momentum.    It takes a lifetime to create momentum, but I don't have to do that if I piggyback on a social issue that I'm passionate about in the opposite way.   Josh: That's super good advice.   Steve: Yeah, I would figure out what big things to talk about. I find that themed shows always do better than a general, let's just...   Josh: Let's just talk.   Steve: Yeah.    So I would find something that you find and throw rocks at it like that, and then it's very natural to find those people who are for or against to hear both sides.   You'll get as many people who listen to you and love you, as hate your guts.   Josh: Yeah, well, I think this entrepreneurship like micro-influencer game has prepared me for the hate. Holy cow, dude!   Steve: Yeah, it only gets louder.   Josh: Aww, man, I tell you what! But I've learned to tune it out.   Steve: Well, thanks for listening and thanks for jumping on here.   Josh: Absolutely, man. Thanks so much.   WHOA!    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    Again, that's  

SFR 262: The 3 Day Design Challenge Winner...

Play Episode Listen Later Jul 23, 2019 36:54

In this interview, I get to chat with the winner of my 3-day design challenge, Sal Peer... AND review his funnel. He did an epic job in this challenge…   Here’s the backstory…    Recently, I reached out to a bunch of designers and said, “Hey, I really need to create some Facebook profile frames…”   You know when there are these massive events or movements where people put frames over the top of their Facebook profiles...    I thought, “Why don't I do that for my groups!”    So I reached out to all these designers and asked, “Hey, could you design some FB frames?”    In full disclosure, when those designs came back, I did NOT like any of them.    So I thought why not ask my actual audience design the frames instead, so I reached out …    And it was *INCREDIBLE*   We ran a 3-Day Design Challenge, and the prize was that I'd critique the winner's stuff on an episode of Sales Funnel Radio…   ... thus, here we are!   INTRODUCING SAL PEER   I'm with the incredible Sal Peer,  and I'm very excited that you’re here.    Super excited that you won, (by A LOT). Thank you!   You're clearly a very talented designer. It's been awesome having you on here.    You run a company called Funnel Chefs.   Anyway, I just want to thank you for being on here; welcome to the show.   Sal: Thank you so much for having me, it's a real honor. I've been following your stuff. Amazing!    Just the amount and your presentation. Like, literally, in the last year, it's just gotten better. Like, you've gotten better and I see it.   Steve: Thanks, man.   Sal: So it's amazing to be here with you. The Design Challenge was so much fun.    It was a challenge to design five frames with no direction. You're like, “Just do it, I trust you. Just do what you can. If you win, you win.”    I'm like, “Holy shit, there's no direction here.”    So I dug into all your stuff.    I went into the MLM Hacks Groups, the Sales Funnel Radio...    I went into EVERYTHING, and I was like, “Okay, what is he talking about?” And then, I was like, “Oh the cube. He's talking about putting stuff together correctly.”    I was like, “Well, why don't we get a Rubik's cube and kinda put the frame around that...    ...and whoever's in there has kind of figured out the Rubik's cube for OfferMind and Sales Funnel Radio.” was a lot of fun, man.   Steve: Dude you're so cool.    It was funny because I remember we were scrolling through all of them, (and thank you, first of all, to everyone who did do it - it was great).   Sal: There was some awesome stuff on there, by the way.   Steve: Really cool stuff on there.    But there were ones that really caught my eye, and I was like, “Who? Oh Sal, Sal, Sal, Sal, Sal, Sal….”   Sal: I hacked it though!  I've got to say, I hacked it.   Steve: Good.   Sal: I submitted my first drafts, which I never submit.    I was like:    “Oh, let's just stick that out there, and create some traction, I'll see what people are doing, and then I'll come over the top like a minute before the competition ends and just be like, BOOM!”    That was so much fun.   Steve: That's funny because I've noticed a lot of the best people on Freelancer, (where I go run contests on there a lot), do the same thing. They just toss something out and then they see, “Yeah!”   Sal: Yeah, because you want to see, “Oh, wow, he liked this one so how do I make that better?”    … that's what we look for, and the branding.    I really wanted the branding to be strong.    When somebody puts it on the frame, they recognize the colors, they recognize the kind of thing - that was very important.   Steve: So the intent was for my social agents and our community ambassadors to be able to have those frames on their profile, so then people knew, “Hey, this is legit.”   Sal: Yeah, it gives them status too. It's a really solid idea.   Steve: Yeah, it's been awesome. How did you become a designer?   Sal: So it's funny, let's just go back to like four or five years ago. I was out of work. I was living retired or my mom would say, “retarded life,” and I was just hanging out…   Then, my wife got pregnant and we bought a house... and I had no money left.  I had eight and a half grand, (which is three months of paying the mortgage, but NOT the bills, the hospital bills, the insurance, the cars - all the stuff).    I was like, “I got to do something,” and I didn't know what to do.    And it's like you said…    You test your market by presenting offers and seeing who reacts to it,  and I did, basically, the same thing.    I owned computer stores a long time ago, and I started them with classified sections, so I was like:    “Why don't we just put out a bunch of ads and see if there's a market?”   My wife and I were talking, and I decided, “Well, I don't want to do that because it will get me traveling everywhere and I want to kind of stay put and maybe do one or two events a year.”   And so she's like, “Well why don't you do marketing? You know websites, you know marketing. You did it for your computer stores in '98. You get this stuff.”    And I was like, “Well, I don't know…”    I don't know if there's a market?    I don't know where I'm gonna get clients from?    I don't know…?   It's gonna cost me three grand in Google ads... or 30 grand in Google ads to get clients!   And all these excuses just start piling up.    Then I'm like, “Alright, well let's do all the Google testing because I need to know Google back in and out.”    So I got eight certifications from Google and I went and opened up a marketing agency by putting FREE classifieds out EVERYWHERE - even long ones.    I got the real estate ones, (where they have the lawn thing), and stuck that in the ground.    I got fined by the city, by the way -  so I'm NOT recommending to do that, but it worked.    That weekend, (the ad was $197 for a basic website, five pages, and then, I up-charged throughout), I sold like six of them.    I was like,  “Dude, I made $1200 bucks this weekend.”  I was like, “Hmm, there's something here…”    SELLING CANDY   I look at myself as an Entrepreneur, and I've been at this working for myself since I was like five.    My dad was a tour guide and I sold candy that I would get as a kickback, (from places he would take tourists), back to the tourists on the bus to make money.   So entrepreneurship was kind of in my genes.   I just saw a huge opportunity and I was like,  “Yeah, I got to get into it.”    I was watching Russell's stuff and I was like, “Oh, I don't know, it's another marketing guy with the same old stuff.”    I worked with Mike Long...    Frank Kern was part of a project that we launched a while back, and I was like, “Oh, well you know what, I gotta do it.”   A bunch of my marketing buddies started coming in. I was, “I'm gonna pick up the book...”    And then, I just said, “You know what, the book is so good. It's like ‘Inception’ for real!”   … there are ONLY a few books in my life that did that, and it got me integrated into this.    My mom was an interior designer, so I have taste.    Sometimes, “Yeah you can do stuff on Canva or stuff, but it's the creation and the creative that goes behind it (before it gets touched up), that's the gold.   That's what makes everything else work.   Steve: That's so awesome, man.   Sal: Because basic Photoshop skills are easy.   Steve: It's super cool, yeah.   Sal: But coming up with creatives, (just like you come up with offers), it's difficult.    You're like, “Well, why do you need that? Well, we have to do all this research first,” and stuff like that - so it's been amazing.   Steve: That's so awesome, man... and again, thank you, you clearly won.    And guys, just so you know…    My offer to whoever won was to go through their funnel.    And so which funnel do I get to go through?   Sal: So, obviously, I've been following you closely for a while now and I built this funnel with you in the OFA Challenge...   Steve: Sweet.   Sal: If you guys haven't taken his OFA and haven't signed up through his affiliate link, do it because the bonuses are AMAZING.   Steve: Thanks, man.   Sal: So that's how I built it.    It's actually converting on the front end really well - it's like 37% conversion on the front end.   Steve: That's awesome.   Sal: And then once they're in, maybe my email follow up isn't on point or maybe the sales page isn't on point... because it's NOT converting there. That's the problem.    So it could be the offer?    I'm open to EVERYTHING.   Literally, because I've listened to you, I went and recorded this live -  I streamed it live and then I turned it into a masterclass.   Steve: Sweet. That's awesome. That's super cool. I'm really excited about it... and we'll cut over now, and I'll start diving through your pages man.    This is awesome, and again thanks for putting all the effort in to do the design... because I know it's a lot of work. It's a ton of work.    Design is its own beast.    I mean, holy smokes!    So it's A LOT on your end as well, so it means a ton...    And where can everyone go to learn more from you?   Sal: To get a free discovery call with me, go to    That's   SAL’S FUNNEL REVIEW   This is the funnel Sal built during the One Funnel Way Challenge - the One Funnel Way Coach, I’m excited go through to see what he created...    The purpose of that challenge is to get your first funnel out the door.    So if you've NOT had the chance to go through the One Funnel Way Challenge, is where you can go sign up for the challenge and get a whole bunch of extra stuff that I give you - which is super awesome.   If we had a live audience right now, I'd say let's give Sal a round of applause…    ...because what he's doing right now, (letting me go critique his baby), that's kind of a freaky thing in and of itself.    Usually, I do these sessions with people one-on-one or privately, not on a big old radio show.    So anyway, let's go to this next piece right here…   So I'm gonna walk through Sal’s Funnel, but before I do, I just want to tell to go over to YouTube, so you can watch me do the review, (I cover a ton of stuff)...   I'm a really visual learner and a very visual teacher.    I'm actually gonna share my screen and walk through some stats that I'm seeing,  and I want to share some of the epiphanies that I'm having...    Well, in order to do that, it's gonna be really easier if you watch.    So, head over to YouTube and you’ll  learn:       Why even Russell Brunson's guessing without the 1000/1000 Rule...    How to find out where your funnel is clogged...   How to avoid a mismatch in messaging that can destroy your sales...   The *OBJECTIONS* you unconsciously create in your customer's minds that prevent them clicking your button...   How to get sales psychology on your side and sell MORE...   Why Urgency and Scarcity matter...   A simple tweak that makes your sales page waaay sexier…     easy way to create *ULTRA* clarity that gets your customer’s brain ready for the sale...   Where in your funnel you need to have an offer…   What % of story you need to add to your funnel to make your customers care…   The details I’d LEAVE OFF an order page...   Why you should NEVER rent a Cadillac Escalade in a big city … and how Enterprise got it right!   The ONE principle that will make all of your funnels convert waaay better...   … and a TON more *TRUTH NUKES* that’ll help your funnel to convert   #GetRichGiveBack .  The most common question I get is, “Steve, will you look at my funnel?”    Of course!    If you want me to do this kind of review on a funnel of yours, go to  It's the notification list that I have, so whenever I do have an opening, I just drop an email straight to that list…    I'm just like, “Hey, here you go, first come, first served. Here's the time I have and here's a little order page so you can grab some of my time.”   So if you want to be notified the next time I have an opening, just go to, and I can dive through your funnel, your offer, and your message with you.   Whether you want me to coach you, give some handholding and guidance during your funnel build…    Or simply, review the one you have…    Head over to,  and book your session now.  

SFR 259: Part 2 - Designing Your Value Ladder

Play Episode Listen Later Jul 12, 2019 22:39

Follow along and create your own Value Ladder as I show you how I designed my personal one.   This is part two of this series.    First, I walked you through the principles I use to design and develop my value ladder.    And today, I wanna teach you MORE about my personal value ladder, (and give you a sneak peek into my EXCITING plans)...   VALUE LADDER  MARKETING   The value ladder is super important and very powerful.    However, sometimes, after reading the book DotCom Secrets, people try to design their ENTIRE business before they even have a product or a funnel.    *DON’T DO IT*   However, the value ladder is NOT something that I try to design, or feel that I need to have designed before I start moving.    I want you to know that the value ladder is very malleable; it's something that’s designed as you move forward.   It flexes as you go... and as you get further along the path, your value ladder starts to become more solid.   If you've not read Part #1, (shame on you), go check it out before you read any further, (it’ll make more sense - honest).   In Part #1: I teach you under what context I even try to develop a value ladder.    And I use the following definition from DotCom Secrets to define the function of value ladder:   A value ladder is where you want to take your client.   First, a quick recap of Part #1...   Before you can even think of starting to create a value ladder, you need to know:    What market we're serving   The Dream Customer that we're serving inside the Dream Market    What problems that they're having and what we can go solve for them    The Core Problem and Offer   How to launch    ... the value ladder starts in that whole five-step process.   I also talk about value ladder education being the easiest way to make MORE sales...   In fact, my team and I, have a funnel building template, and towards the bottom, there’s a whole section called value ladder tie-ins.    HOW TO CREATE A VALUE LADDER   So here’s a value ladder …   I’ve got…   A funnel at the top   A funnel in the middle   A funnel at the bottom with a little downsell…   All these funnels work together…   (... by the way, this might be one of those episodes that might be helpful for you to watch on YouTube).    The funnel at the bottom of the value ladder brings in new people faster than the middle.   The middle funnel brings in new people faster than the funnel at the top.    I have eight different mechanisms that we use to auto-educate customers and ascend them through the funnel.   People on the bottom of the funnel are ascended through email sequences, thank you page webinar, etc, which let them know...   "Hey, since you bought that, did you know you could go buy this?"    Now that we've already acquired the customer with a dollar in, I don't have to pay for them again (we've already paid for them).    Let's say it's $1.00 in and $1.30 back out on the bottom of the value ladder…    Now, if I can just automate their ascension, I don't have to pay money to do that.    Maybe they wanna go from the bottom all the way to the top.    Maybe there are people out there who are like, "I don't want the bottom or the middle, I wanna go straight to the top..."    ...and that's totally cool.    DIFFERENT BUYING STYLES   One of the most shocking things for me when I first attended an Inner Circle Meeting… (I remember it was an amazing day)...   Russell Voxed me, and goes, "Dude, do you wanna come to the next Inner Circle Meeting and just sit in?"    Honestly, I felt like I'd just died and went to heaven…   I was like, "What? I've wanted to be in The Inner Circle ever since I heard it existed, are you serious?"    Russell goes, "Yeah man, just sit on the side, you can keep working on stuff, but just so you can kind of get a feel for more of the thing."    I was like, "Absolutely man!"    What was crazy is that at that time, ClickFunnels was not that old; half of The Inner Circle had still NEVER read DotCom Secrets …       ... but they were paying 25 grand to be in his Inner Circle.    I remember thinking, “ ...are you serious?”  And at first, I was like kinda, like, “...that's dumb. Are you kidding me?”    But you have to realize that different people will buy different things from you.        So we have different places in the value ladder to cater to different buying styles.    For Example:   Right now, I would rather just pay the author to teach me their formulas, than go read the book.    You know what I mean?    And that's EXACTLY what Russell’s Inner Circle were doing.    In the beginning, when I had no money, the free plus shipping book and the bottom of the value ladder stuff definitely made more sense for me.    But now, I'd rather just go to the top and learn straight from the person…   Which is why…    There's a bunch of automated email series that ascend people immediately...    We put ads in EVERY single value ladder step...    ...but with the understanding that…     Some people are gonna come straight to the top of the ladder and NOT go down..       Some people are gonna go to the bottom of the ladder and NOT ascend.      MY PERSONAL VALUE LADDER   I  want to show you my personal value ladder…   ...and it's so you can learn how to develop your own.    Some of what you’re gonna see isn’t even launched yet… ...and it's to illustrate a principle.    Now I have two value ladders, and a few people have said, "You can't have more than one business."    And that's generally true... until you have teams.    There are a lot of funnels that I haven't touched in like a year... and they still cash flow really hard.   I can go build other stuff, as long as I have systems    And so I do have a second value ladder.    But what I’m gonna talk about today is *My Core Offer* value ladder…  (you can check it out on and   So when I start building my value ladder, the main thing I want to do is prove it’s core idea, and I actually have several steps with this.    Now, if you were at Funnel Hacking Live last year, (and if you weren’t, I would strongly recommend you go next year)…    It’s one of the purest forms of marketing knowledge that I believe is out there.  One of the reasons I love Funnel Hacking Live so much is because it opens your eyes to things that you didn't even know were there.    There are people not just doing it, they're really freaking successful - so you get to learn these powerful things right from the horse's mouth.        For me, it's the place where I get immersed, and I'm like:    “Holy crap, I didn't know that you could do that in that industry. Now that's NOT my industry, but what if I took that idea and pulled it into my industry?”    That's why I LOVE Funnel Hacking Live - it's like a decade of learning in a weekend.    It's all in one shot; there's no way you’d get all those HUGE people to teach you that for the ticket price anywhere else.    OfferMind, on the other hand, is very step-by-step on how to launch *YOUR* thing.   OfferMind and FHL are meant to be companions.        So, in the middle of my value ladder, I have OfferMind.    Now the reason why I put OfferMind in the middle is because I wanted to test out the idea of the value ladder.    I wanted to make sure that I had it ironed out all the places.    The reason it's worked so fast for me is that I've been teaching this stuff, .doing it myself, coaching people, and helping people make a million dollars for a while.    So last year's OfferMind was me reteaching it in my own format, and teasing out the sticking points in people's understanding.        I was like: “Oh okay, there, okay, I didn't know that that would be a sticking point, okay. Oh, there too, okay I didn't know that would be a sticking point either.”    … it was cool because I was able to go in and iron a lot of sticking points out.    It's was the same principles, I just wanted to make sure that I was teaching them well.   So, I taught that and I was like, “That's sweet!”    On my value ladder, above OfferMInd, I have a program called OfferLab…   TOP OF MY VALUE LADDER?     Now the purpose of OfferLab is to get my time and my team's time to help you launch your offer.    It's a year-long coaching program that includes a live event where we help you actually get your thing out the door.    There's a lot to this, but it's actually really simple when you just see it in one shot.    And people make a lot of money with it, which is great.    However, the top of my value ladder isn’t just OfferLab - there’s some other stuff too that you probably haven’t heard about because they’re NOT launched yet…   So at the Top of my Value Ladder, I have…      OfferLab     My mastermind, which is called Titans of Industry.    Business Syndicate - at the VERY top, (the thing that I'm moving towards, and I'm so stoked about)   Business Syndicate is the coolest URL I have ever bought in my entire life. What I'm doing with Business Syndicate is fighting against Shark Tank!        I wanna fight against the idea that I have to go get VC funding.    I love the show Shark Tank, but I hate what they do.   Shark Tank teaches that you need funding in order to grow your company.    *NO! YOU DON’T*    If you know how to build a front end funnel you don't; 99% of businesses do NOT need funding.    99% of people who take funding, usually don't need it.    Now I understand you might need a loan if you're building a big factory or some manufacturing plant. I get it.    That's why I'm saying 99% of the time, most businesses *do not* need capital… they just need to know how to build front end funnels.    So many people ask me to build their funnels for them, I was finally like, “Alright! Let's do it! “       We're actually gonna build a studio like Shark Tank, and people are gonna come pitch me and my team on building their funnel in exchange for a small portion of their business.    So we're not gonna given them funding, but we have skin in the game!    That's the difference, that's why I love it.    Because in Shark Tank, they don't have skin in the game!    They put their money up, but a lot of times, they don't do that much else.    I've seen the other side of that when we were building stuff for CNBC for The Profit … they'll help for a little while, but it's the cash injection that's their big input.    What my team and I wanna do is actually build funnels for all these different companies.    Anyway, stay tuned on that because it's NOT launched yet, but that's what we're doing and that's where I wanna go.      BOTTOM OF THE VALUE LADDER   Now, going down, I have a webinar that we're launching called Create Your Offer which will teach you what my book is gonna teach you, but far more handheld.    My book is called also called Your Core Offer.    There's one more piece we're actually coming out with which I'm super psyched about.    We're gonna start putting out a newsletter.    The newsletter is gonna be part of the continuity, and I want it to be cheap - because I do really high quality.   I teach you stuff that most people charge for.    So what I wanna do is make something that's really cheap, but just gets a few more how-tos, kind of more the tactical side.. because I can only get so tactical on a podcast episode, right?    So we have something called Offers For Profit, which is a newsletter.    It's gonna be super cheap, like nine bucks.    It's NOT really necessary to make a ton of money on - it's for other reasons, (which I'll talk about more when we start launching).    In continuity we have:   Offers for Profit   Me being a ClickFunnels affiliate   ...there are other things that are more of continuity, that I'm not really ready to disclose yet ;-) THE FREE ZONE Now, even further down, is what I call the FREE ZONE and this includes:   Sales Funnel Radio     Capitalism Swag     The new One Funnel Away Stories podcast (which is launching soon)   The Pursuit of Profit .tv - which is gonna be super cool, oh my gosh.   We have another show that's coming out soon called It's Monday, Baby. Guess which day that'll be on?    … it's a lot of stuff.    ONE-DAY EVENTS   Inside OfferLab there's actually all these one-day events that you’re gonna start seeing me do as well…   You can fly out for a day, and I'm gonna deep dive on just that one subject in a very, highly interactive and cool environment.    How I actually run my content team   How I built my funnel team   What are the campaigns I found are the MOST profitable   … just a straight day of me teaching you campaigns from 9 a.m. to 9 p.m.    I’m gonna go deep on those days.  So, on my Value Ladder (and already in existence) there's…    OfferMind   OfferLab   Sales Funnel Radio, (that's the free zone)    All the rest of the things on my value ladder are NOT done.    A QUESTION FOR YOU!   Q: Why on earth would I tell you about all this stuff before it's ready?   A:  To create anticipation.   To help people see where I'm going.   To show you that I have a plan and that following and adhering to EVERYTHING I taught in the Part #1of this series.    If I wanna make sure that OfferMind is the most insane, ridiculous core of the whole value ladder - I need it to over deliver to the freakin’ hilt.    And so…    I can’t do that if I launch a million things at the same time.    For me to pull off Business Syndicate, that's agency model, I'm gonna have to change some business structure to handle that.    To pull off My Mastermind, there's some business structure I'm gonna have to adapt and adjust.    So, I'm NOT gonna say “Yes” to building someone's funnel yet.    I don't care how much money it is -  it has NOTHING to do with that.    It has everything to do with:     Can I handle it?      Can I over deliver?   ...because I built my name on doing that.    So all I'm doing right now is just focusing on OfferMind, while we buy an office, and actually, get an assistant….   Does that make sense?    Understand that this stuff comes in order, and because of that, it's actually a gift.    It means I don't have to think about it for a little while.     As of very recently, I know what my value ladder is gonna be, (like a week or two ago).    So while you're launching your stuff, just know that almost no one knows how all the pieces fit together at the start of their journey.    If you came to Funnel Hacking Live, I taught you a little bit about my methodologies on how I learn and move forward.    All I wanna know is the blueprint.    *My VALUE LADDER is the blueprint*   The book we're writing it right now, that's a blueprint.   Most of the stuff on the bottom in the free zone, that's all blueprint.    And what blueprint am I following?    I'm following the info product model and the coaching model - because that's what everyone wants from me.   There's some structure stuff that I'm still putting together, I'm not gonna go take on all this stuff and promise all these results, that'd be crazy.    THE 5 QUESTIONS   In Part #1, I talked about the 5 Questions I ask to see what I need to launch next… (go check it out if you need a refresher about the order that I launch and build this stuff in).    Do I need more leads? No.    “Okay, now I'm ready for my Titans of Industry Mastermind   Now I'm ready for the other things on my value ladder… I'm really really psyched about EVERYTHING we're putting together.   We're gonna be publishing even MORE than I am now - which I know might sound crazy, but we are.    It's not actually that hard if you see what's going on behind the scenes.    (Come to one of my one-dayers and you'll find out what that is ;-) )   I just wanted to show you what my value ladder is.    So, if you're sitting back and you're thinking, like, "Well Stephen, what's *my* value ladder?"    I wouldn't really worry about it too much…    Your goal is just to figure out the core idea.    Can ya sell it?   Can ya sell it for mid-tier product pricing as it relates to your industry?    … because once you can sell it, BOOM!   PROVING IDEAS    I have another whiteboard, (I have whiteboards all over the place), and it's just full of ideas.     And as we've moved forward, those ideas become more and more solidified. I don't worry about it.    You don't need a value ladder design before you start actually building and selling.    Stop worrying about it.    That's *EXACTLY* how I've done it right here, EVERYTHING that isn't built but is kind of an idea.    And then as time progresses, and I start to listen to the market, and  I hear them say things like, "Stephen, we've been wanting a mastermind from you forever."    I'm like, “Crap. Seems like they want a mastermind from me and they've wanted it FOREVER!”   I just listen to the market.    Then I'm like, “What would I call it that would be cool?”   I buy A LOT of domains    ...and it's because I'll be like, “...this is what it's gonna be called! Buy the domain, buy buy buy buy buy buy buy!”    Then a little bit later, I'll be like, “Crap. That's not it, dang it, it's this now! Buy buy buy buy buy buy buy buy!”    I'm trying to fish to make sure that it fits with the entire value ladder. We've also started to develop our own awards - much like the 2 Comma Club Award, but for different areas - it's really cool.    Different awards, different thresholds, different things for you …   There's a lot that goes into it…    It’s far more than me just saying:    This is what it's gonna be.    Here's the funnel.   Here's how I'll fulfill.    What's the core idea?    A value ladder sells an idea, as much as it does a product.    I've enjoyed this, I really like showing you more about how I actually put my value ladder together.    I'm super psyched about all this stuff going down, and hopefully, it's been helpful to you to see it.   Start thinking through this stuff... but put some horse blinders on.   Relax, bring it down, and say:   "You know what, I'm just gonna go make sure that this one idea on the value ladder works.  The whole value ladder isn't worth stressing about or even brainstorming on until you know that this idea is good enough to build out the rest of your value ladder with.    Hopefully, this has been helpful to you, and if you wanna see more get more details, go to    Same thing with… click on Programs, and one of the options is value ladder, and you’ll see this…   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    Again, that's

SFR 258: Part 1 - Designing Your Value Ladder

Play Episode Listen Later Jul 9, 2019 25:48

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,'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     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, 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    Again, that's

SFR 257: Book Review: Influence And Income Online...

Play Episode Listen Later Jul 5, 2019 23:27

Once you know what you sell, your DUTY is to spread your message. This chapter will show you more about my tactics to increase my influence and income online…   I don’t think I’ve ever talked about this publicly….   But before I bootstrapped my way to my first Funneling Live event, I started having conversations with my wife, and all I would focus on was telling her how intimidated I felt...     Nobody knew who I was   I didn't have a list    I’d been doing funnels for other people, but I hadn't learned how to charge yet.    I was still overcoming a lot of money-based objections in my own head.    In all the promos, Russell was saying things like, “You're gonna be around millionaires...”    Immediately, I my mind started thinking, “I Arrgh, 'm outclassed. I can't go perform in this game. There's no way…”   Finally, my wife was like, “Don't tell anybody that you're not a millionaire yet. Who needs to know?”    … and I felt like I had to hide.    BUT LET ME TELL YOU…   First of all, understand, that was the most absolutely wrong mentality that I could have taken, I just didn't know any different.    Second of all, I didn't understand that during those first few years, when I didn’t have influence or income, I was actually in one of the most powerful positions of my entire life. .    INFLUENCE & INCOME ONLINE   Looking around now, I see it a lot of people who (like me) have their own dreams... but as they start to pursue them, they look at the assets, the influence, and the authority of others ahead of them in the game, (and just like I did), they feel:    Disqualified   Unworthy   Outclassed    ...which is one of the reasons I really feel like I understand where the mind of a brand new beginner is -  because I walked the path and it sucks.   I felt VERY outclassed.    But if that’s how you’re feeling at the moment, I want you to understand that…   You don’t need to start with Influence and Income in order to get them.    … I certainly didn’t.   HOWEVER…   The good news is that there are a few simple plays that you can use to help successfully increase both your influence and income where you’re a beginner, or further down the road.   HOW TO BE INFLUENTIAL   So anyway, about eight months ago, I was asked to be a part of this project and because of how long the project took, (I'm not complaining at all, it's just the nature of the project), it took a long time to come to fruition…   … it takes a long time when you're working with the kind of people that are involved in this kind of project.    A lot of the BIG guys have launch calendars with their time planned out for months in advance.   I already have a launch calendar; I know exactly what I'm gonna be promoting in five months from now.    Another Example:   You may not know that the One Funnel Away, 30-Days Book was in the making for like six months, but no one knew…   It’s the same with some other projects that I can't talk to you about… ;-)    But…   The book that I was asked to be a part of, about eight months ago, is called Influence and Income Online…   And the prompt I was given for my chapter was:    What are some of the steps somebody should take to master influence and income online?   I do A LOT of coaching… (the One Funnel Away, Two Comma Club X, OfferLab, and OfferMind)… and *that* question actually comes up frequently.   DO YOU HAVE THIS FALSE BELIEF?   One of the most common false beliefs  out there is that:   “ Stephen, no one will buy from me because I don't have any following. I have no influence or no authority on the internet.”    And I got to tell you, ...that's just a completely false statement.    You have to understand that three and a half/ four years ago, no one knew who I was…   *NOBODY*   I haven’t even graduated from college when I went to that first FHL…    Then I started working for Russell... and still, nobody knew who I was for a little while.    And that's okay - that's a part of the game.    That’s why I tell everyone to ‘freakin’ publish’ - because it gives you instant authority.    So anyway, I wrote this super thick, incredibly juicy chapter to answer the question of how you get influence and income   I write for a lot of books now. I actually love writing.    You guys may not know, but I was actually the head editor of the yearbook in high school, and I got three Colorado State Awards for my layout designs.    I was NOT a writer, but I did a lot of layout design.    I've always liked writing about the topics that I like to write about, but I HATE writing about topics that I don't like.    Which might sound, “ Duh- obvious!” but I didn't do very well with papers in school because I was like, “I freaking hate this.”    But when I'm really passionate about the topic, I actually love to write.  If you’ve read my chapter for the 30-Days Book, I really enjoyed writing that, (and there are others in the works)...    Moving on…. Uh, *AWKWARD MOMENT*...     I can't tell you the other things coming up, but I can tell you about this!    THE INFLUENCE & INCOME ONLINE FORMULA   In Influence and Income Online, 30 Millennial Millionaires were asked to write a chapter … (a.k.a people who have done a million in their business, who are millennials).    Before anyone who's a baby boomer says, “What can you guys teach me?”   … the proof's in the pudding, man.     There is a formula to getting influence on the internet.    ...and that's what I talk about in my chapter:   I geek out about formulas, and it's because I don't like flash in the pan strategies.    About year and a half ago, I was asked to speak at an  event - I'm not throwing rocks, but the whole theme was strategies to help create HUGE authority in business.    And I think I offended a lot of people because I stood up and said:     “Hey, you know what's interesting about getting authority on the internet? It doesn't matter for a long time.    In fact, it has very little to do with your sales - FOREVER.    Don't focus on getting authority upfront, go focus on providing value. Go focus on providing a really cool solution to a problem and authority naturally comes.”   What I go through in my chapter is a formula - a very easy three steps that I just continue to rinse and repeat so that my authority (I feel weird saying that), increases.    I truly believe that if you just want to know the formulas that create influence and income on the internet, it's not that hard.   I call them axioms….    There are three separate axioms you can go through that enable you to harness some influence on the internet.        Some of them you can probably guess, but some of them you won't - so I'm excited about this chapter.    It's a legit book; it's NOT a pamphlet.    I wrote an actual pretty thick chapter there and I think you’ll really find what I put in there to be helpful.    One of the axioms is to publish but besides that…    What else do you do?    How else do you actually use what you have and the assets you've been given to your advantage?   ...what I share with you in that chapter are some of the reasons I've been able to do EVERYTHING I have in the past four short years.    I mean, I've only been gone from my job barely a year -  it's literally NOT even a year and a half yet as I record this.    *That's saying something*    There are hundreds of thousands of entrepreneurs who in the middle of their nine to five and doing things on the side…    What is it that's massive eyeball Steve Larsen did and figured out to kind of hack the game?    That's exactly what this chapter teaches you.    I had someone reach out and say, “Stephen, you give so much away in your podcast. Why should I ever buy any of your stuff?”    Well let me be very frank and clear with you; I’m NOT giving it ALL away on the podcast, but I’ve got really good crap, so the little bit that I do give away is still really awesome…   Sooo…   *GO GET THE BOOK*.    “Stephen, are you pressuring us?”        YEAH, YOU BETTER BELIEVE IT!    Dang straight, I am... because I know that this chapter can really, really help you implement what I share.    RAIDING THE COOKIE JAR   One of my favorite people to follow is David Goggins...   I LOOOVE David Goggins.    He's very tough to listen to, and he swears like crazy, so if words offend you, don't follow him.    One of the things he talks about in his ideology/ methodology is concept of ‘The Cookie Jar.’    The concept is that ‘anything that I go through in my life that’s tough is actually a cookie for the future.’    So when I'm about to go through something that's very challenging and intense, I will look back and go to my ‘cookie jar…’     You probably don't know, but I get actually really nervous when I'm about to get on stage, (it might shock you and surprise you to hear that).     I love it, it's where I want to be, but I still have a hard time. Steve killed Stephen, but sometimes, I'm just naturally Stephen:    How did I become somebody who's new?    How did I kill the old self and become/ craft and design somebody who's new?    The Three Axioms that I talk about in my chapter are literally the mechanisms that I use that helped me gain influence and then afterwards, income on the internet.    Sometimes you just gotta cut the mental crap and do the thing!   You've got to be willing to do things and NOT get paid for them for a little while, and that's okay.    The MASSIVE payouts come a little bit later.    ...but so many people are like, “Well, how is this gonna help me immediately?”    It may NOT for awhile - *SUCK IT UP*   Keep doing the things, and after a while, it's like that quote from The Titans, “just like Novocaine, works every time, just takes a little time,” whatever the quote is...    So I created a cookie jar, to remind me of the tough things I went through and when I'm about to go do things that are more challenging, I'm like “Oh man, just do it.”   GETTING OUT OF YOUR OWN WAY   In my content and coaching, I talk a lot about:    Strategies   Methodologies   Marketing    Launch campaigns   ...all those are great, but...    If you can't even do the stuff because there’s crap in your head that's holding you back - stop studying strategies.        It's time for you to sit back  and do a little bit of self-work and ask:      “Why am I so freaked out?        Is there some experience that I've had in my history that is keeping me from behaving as one who would get influence naturally?”      There's a lot of you out there that follow me, (and I appreciate you doing that), who are gonna sit back and say, “Stephen I know that strategy, I've heard you say that before...”    But if you’re your wallet's still thin you need to get introspective. This game has very little to do with what's the next method and strategy. I run the same five plays day after day... it's the same thing and it makes money.    But I had to do A LOT of self-work in order to actually qualify to pull off those methods, those frameworks, those patterns; those football plays, as I think of them.    So I'm excited for you guys to get this chapter.    And when you read it, some of you might be temped to discredit it. DON’T!    Instead of saying,“Yeah, right,”  ask:   What if there's a chance that these strategies could actually work for me?    They're NOT hard, but they're scary.    So I challenge you to go learn them, and while you confront them for the first time in your life, here's the challenge…    I want you to sit back and think to yourself, “What’s my knee jerk reaction right now?”    Because if it's anything other than, Whew, let's go get 'em,” what is it? That's important.    It shows you what the hangup is in your brain.    So when you look at these strategies, it's just like three things I just continue to do…    It's like five strategies marketing-wise,( acts of marketing), that I just keep continuing to do and our income is going up 10% a month - which is ridiculous growth.   I just do the same thing over and over again.     Here's a little moment of tough love because I care about you because you have all this negative talk.    It's this negative feedback loop and you're looking for reasons in your history that disqualify you from moving forward.  So go get the book on Amazon, and as you move through the chapter, write dow what comes up for you.   I've noticed that the entrepreneurs that actually make it and succeed in this game are very, very introspective.    It would probably shock most of you to realize that probably only half of the time the people who get up and share at  Russell's Inner Circle are talking about strategies, the rest of the time, we all go through our internal struggles...   We all go through it!    It's the negative crap in the head that we all have to get over   You understand?   HEAD JUNK    This is such a key thing that Russell Brunson actually hired a specific coach to help the inner circle with their own junk in their head.    Seriously, there is a dedicated coach who studied under the foot of Tony Robbins himself, she's amazing. She's super, super good. Her name is Mandy Keene - she’s incredible.    But you understand how big of a deal this is?    Russell's teaching the strategies but he's like, “I need somebody who's gonna come in and help work on their brains.”    He actually hired somebody while I was still working over there.    He hired a specific individual who is a master at helping people overcome the junk in their head.    What does that tell you?    If you've been focusing only and solely on these strategies, that's great to know them, but I was doing that too…    ...and after two years, I was on try number six of 17, I was doing the same thing.    I knew all these strategies, I knew how to run 'em, but the thing I was running into was my mental crap.    I hate saying the phrase mindset because it's such a fluffy, crappy phrase now, and we all use it in such weird ways.    “What's your mindset?”... and it goes to woo-woo land. I hate that crap, but there is something to it.    And if you've not taken a moment to sit back and go, “Okay, what is it that's actually keeping me back, because it's not the strategies?”    It’s no longer, “Oh I hope someone's gonna go make that tool.” That time and season are over.    All the tools, all the strategies, regardless of product, price point, industry, regardless of if you sell on the internet or off the internet, the crap is here:   The systems    The tools   The people   The processes   … all the stuff that you need is here.    I still don't know how to drive Facebook ads. I don't need to know.    I don't need to know how to be a coder.    I don't need to know how to do all the things that my content team does - I don't.    I don't know how to do most of the things that my business does.   … and that's important to realize and understand.    So what is my role?    It comes down to what I talk about in this chapter:   Influence   Income    Do you need influence to have income? No. Does it help? Yes.    Of course, it helps.    So where do you start if you have no influence?    What do you need to be doing if you have influence?   How do you generate income?    That is what my chapter goes through and that's what I'm excited to teach to you guys.    This is very, very important.    You have to understand, from my position, I have a very unique set of eyes. I've coached 25,000 people personally in this game now - that's not a joke..    Why do you think so many washout?    It has nothing to do with the models.    It's got nothing to do with how it should work for me.    “Stephen, my business is different.” NO!    It has everything to do with your ability to actually execute.    And when I say that, there are things that keep you held back…   Are you sprinting at executing the models?    If you're not, that's exactly what I'm talking about...    And if you are executing, there are things you can do to leverage your time, so you're not spending a ton of time gaining more influence.    You still get influence... but not with tons of your own time.    That's the point of the chapter.    And you're not just gonna hear it from me, you're gonna hear it from 29 other amazing gurus, like Josh Forti and James Smiley, who also answer the question:    How do you actually get influence and income online?    So I'm excited for you guys to have it. Swipe up, swipe down, wherever it is, above this video, down below this video, at the end of the video, and go get the chapter.    It's NOT expensive, but the information is very, very amazing.    How many new books do you think I get on a daily basis here?   It's at least three or four books a day. I buy a lot of information.   WHAT’S IT WORTH TO YOU?    This has actually happened multiple times, one of my friends, probably four or five years ago, said, “   “Stephen, how are you doing all of this thing on the internet?”    (This was right about the time I started actually having success for other clients.)    I said, “Dude, you've got to go get this book. It's called Expert Secrets, it's amazing.    And he goes to, and he's like, “This looks like it's a scammer man, I don't know. I don't think this is actually gonna be a thing. $7.95, I don't know if I'm willing to pay that for the book.”    And I was like, “What! You know me. What is wrong with you?”    About a month later, he reaches back out and he goes, “Dude, seriously, how are you doing this stuff?”    I said, “Go buy the book.”   He goes, “I went back there, dude. It looks like it's a scammer. I don't know, it's a scamming site. $7.95, I don't think I'm willing to part with that for a book.”    I was like: “You're not willing to risk $7.95 to have passive income that exceeds what your job pays you and all the expenses in your life? Don't buy the book. I disqualify you. Are you kidding me?”   And it ended that way, and he's still never bought the book.    I had other buddies that went and bought it and now they have these businesses that they left their jobs and they do it full-time. Now they've got teams…   So it's just so funny to me…   Buy the freaking book, it's a few bucks -  it's called Influence and Income - I'm excited for you to have the chapter.    Click the link at the end, go to the link that's at the end, swipe up, again get the book - this one's worth your time.    Hey, you want the worst marketing advice on the planet?    “If you build it, they will come.”    Barf! Such a lie.    You still need to get attention, no matter how good your product is, right.    A major benefit of this funnel and offer game is your influence and income will grow over time.    So more time in, more offers, more funnels - they all add to the future success of the product.    But what about in the meantime?    In my personal belief, seeking influence for the sake of it, for the sake of just becoming an authority figure, it's kind of dumb and I make fun of it.    But once you have a product that you know adds value, you owe it to your future customers to create buzz.    If you want to see three simple moves I make over and over and over to increase my personal reach and influence; I just wrote a chapter in a new book on Amazon called Influence and Income.    Literally, go to and it'll take you straight there.    Recently a man walked up to me after an event and basically said:  “Stephen, not to make you feel weird but a year ago, if you'd have been a little bit louder with what you really do and found ways to push your message further, I don't think I'd be in the mess I'm in right now.”    OUCH!    Guys, learn how to increase your influence for good and check out my new chapter in the book Influence and Income by literally going to now.

SFR 256: How I 'Earn' The Chapter...

Play Episode Listen Later Jul 2, 2019 27:08

This is the process I went through to write my chapter for the new Affiliate BootCamp book...   I actually didn't know that writing books would be part of the journey, but I’m here to document my journey, so I have to tell you that…    When you start publishing a lot, people start to ask you to publish in other fashions as well   … so, quite unexpectedly,  I've found myself writing A LOT of guest chapters in some REALLY cool books.   So today, I want to show the process of how I write chapters for books.    ..honestly, I NEVER thought I’d be giving book writing advice ;-)   BOOK WRITING ADVICE, LARSEN STYLEE   Now, some of you guys may have seen this in the past, but you might get new insights on:   How I write chapters   Why I do write chapters in the way I do.   The chapter that I’m gonna show you is for Russell Brunson's New Affiliate Bootcamp Program - which comes with a book.   Russell had a ton of us write an answer to the question:   How do you become a ClickFunnels Super Affiliate and make enough money that you can do kinda what you want to in 100 days?   I was like, "Oh, that's a sweet prompt."    I spent most of Christmas writing it…   I think you’ll enjoy seeing the process  I use... 'cos I don't write crap, and it takes A LOT for me to write how I do.   In fact, some people have reached out saying things like, "Stephen, you could do it faster than that!"    I'm like, "Yeah maybe, but it might be way less cool!"    WHY I LOVE AFFILIATE   My first big money came from affiliate marketing   I wanted to build a team and products when I was working at ClickFunnels, but I didn't have discretionary income or time…   Working at ClickFunnels is not a 9-to-5 job -  it's way more than that.    I was like, "How can I crap done when I still have an actual job?”    So I started droppin' out these cool little affiliate promos, and I'd make money, but I wouldn't take the money as profit…    I never take money from affiliate marketing as profit.    I'd go in and dump it back into hiring a team or getting a piece of a product done…   I remember the first time I hired a coder to go in and code the first version of the blog for Sales Funnel Radio…   I ALWAYS used affiliate cash to build my business it was NEVER my own money.    I don't ever use affiliate cash for profit, it's ALWAYS an accelerant to do expensive projects I've been waiting to do.    So I want to share with you what I've been doing.    So check this out…   I relaxed the first few days for Christmas, and then after that, I was like, "I have got to work,” like, I can't not work.    It's the same method and pattern that I use to write my own book, to come up with stuff for the 30-Days chapter that I wrote.    METHOD IN MAY MADNESS?   First of all...    I start with the main image that kinda represents EVERYTHING right from the top, and I set that at the top.    (For 30-Days, I didn't draw a picture, it actually would have been easier to write.)   Down the left side, I write all the major topics of what should actually be in the book.    Shooting off to the right is every one of the deep-dive strategies.   Next, I think through those four major topics down the side, and just start dumping in topics with legal pieces of paper:   "Oh yeah, let's talk about that. Hmmm,  that's about that. So is this, so is this, so is this…."    I make a big stack of yellow pad papers, organize them, and take out any of them that don't make sense.    … so it's a BIG process.    I don't write crap.    Then what I do from there is, go week by week and write it on my whiteboard.    I wrote out it wants you to do it in 100 days, well 100 days is 14 weeks, so I said, "Well, this is what I'd do week by week."  It's an aggressive plan, but it's very similar to what I've actually pulled off.   I almost felt like I was documenting - it's not so much theory because it’s what I actually did...    And I did most of it while working aggressively for somebody else -  so you guys can totally do this as well - it's the reason I wrote it that way...    So I went through week by week…   We have the 'Who' in 'Wealth' - I'm gonna help you guys figure out where the 'who' is.    Then I'll help you guys choose what kind of ClickFunnels product to promote, 'cos NOT all of them are created equal, NOT all of them create the best ClickFunnels user either.    I literally went through week by week saying,  “This is what I'd do.”    What's fascinating to me, is that nowadays I feel like people forget... like, they build the funnel, they get the traffic, but then after that…   It's almost like we've forgotten or neglected what campaigns are.   It’s interesting that guys like Bill Glazer and Frank Kern talk about campaigns.    Frank Kern just came out with a campaign-based book to teach this stuff -  I wonder if they've noticed the same things that I have?.    I was careful to NOT just teach:   Here's the product    Here's where you get traffic   Here's where I turn ads on   … it's NOT that kinda stuff at all.    It assumes you have NO following   It assumes you have NO money for ads   … it’s basically a launch campaign and an evergreen campaign that will keep this going -  and that's what's so cool and super unique about this.   It’s leveraging the actual content that ClickFunnels has already created and proved works really, really well.   It's a blend between what you see Russell and ClickFunnels doing, mixed with what I would do.    So it's really cool, it's a HUGE shortcut to the whole game - I'm really pumped about it.    FINDING YOUR ‘WHO’?   The whole thing's start out by finding a money-prone 'who'.    Think about this for a second…    If you go to the actual homepage of - on the right side, they’ve got this cool new onboarding sequence for different industries, which asks if you’re:   Agency / Freelancer   Information Products   E-Commerce   Coaching / Consulting   Network Marketing   Local Small Business   B2B Lead Generation   Blogging / Affiliate   Non-Profits   Just Getting Started   So you can choose, "Hey, I'm an agency/ freelancer/  e-com/ B2B,” or whatever…    What I did, (and this might make some people feel a little uncomfortable or a little bit weird), but…    I went through each of the10 categories and crossed off the ones that I would NOT try to sell ClickFunnels to.    Yeah, I know, and it's not to make anyone mad, and I'm not saying you can't, but remember the prompt is, “How would I retire in 100 days - just selling ClickFunnels accounts,” and this is an intense prompt because obviously…    Not all industries are created equal   Not all industries are ready to buy   Not all industries are the easiest shortest distance of sale to actually get someone to buy ClickFunnels.    For example:   # B2B - I love selling people the B2B space, but sometimes there's a longer length of the sales -  just 'cos the deal and who you're dealing with - it can take a little bit longer to negotiate higher-ticket things.    But I need 100 people, so I don't know if I'd go for the B2B space if I was going to do it in just 100 days. I'm NOT saying you can’t do it -  I do sell to that space, and I do sell ClickFunnels to those spaces as well, but not in that time frame.   # Network marketing  - sorry but that's NOT an area that I would go to because the cash flow for so long is not big enough to justify a $97-a-month thing, (even though 97 bucks a month is nothing compared to what ClickFunnels actually does).    There are several categories that would be, "WHAT! WHAT! WHAT!” to that price point...    I don't want that kinda person.    So at the beginning of the first week or two, I'm helping you figure out the 'who' that is money-prone enough…    (... their numbers that they deal with are big enough in their industry, and the sales come frequently enough)   ... so that it’s easy for them to justify a $97/ 297-a-month subscription to ClickFunnels.    After that, I help you come up with a unique offer.    So think about this scenario…   YOU’RE UNIQUE OFFER    If somebody's gonna buy something like Funnel Hacks, or Funnel Builder Secrets, or if I'm a ClickFunnels affiliate selling ClickFunnels to a specific 'who' they need to be:    Money-prone   Have cash frequency  Enough cash coming in to  justify their purchase of ClickFunnels from me easily   Hit all those buttons and... it's a short distance to the sale.    Russell writes scripts to break and rebuild beliefs, but he can't break and rebuild all their false beliefs.    So what if I was just to pull out the false beliefs he didn't solve; solve them with my own products... and then give that away as a bonus when they buy through my link.   So that's part of what weeks two/ three/ four talk about, and I'll tell you how to do that as well.    Weeks five/ six/ seven/ eight, we start getting into more campaigns, and of course, I'm gonna talk about publishing a little bit in the chapter I wrote...    Publishing is a way of leveraging to get a list fast - so that you go and actually sell your dream customers ClickFunnels/ Funnel Hacks (or whatever)… and then give away your bonus when people buy through you.    I would not ever sell ClickFunnels straight out - ClickFunnels doesn’t even do that.    I'm sure some other affiliates would disagree with me on that, and that's totally fine. It's just, for my personal strategy, I just wouldn't. I never want to spend money without the immediate chance to reclaim the cash. because of that, I wanna promote a ClickFunnels product that cookies them, so they can get ClickFunnels from my affiliate link afterward.    Does that make sense?    ...if this sounds Greek or whatever, you guys are gonna learn more about this in the actual chapter itself.    SELF PUBLISHING YOUR WAY TO CASH   I never put a dollar of my own in my businesses ever.    How?    Well, that's what you learn in my chapter as too ;-)   I'm gonna suggest that you build a summit.   I'm gonna suggest that you build your own challenge   ... but it's NOT challenging.    The way I do it is to actually leverage what's already existing inside ClickFunnels.    I've never written anything like this plan before... and I haven't seen anyone else do that either.    MY SHAMELESS PITCH   What I have for you now, is a special offer - check this out...    It's gonna be a very light pitch, this is super easy to get, it's not an expensive thing at all…    But I want to do is bribe you to go get the New Affiliate Bootcamp through my link.   I'll share with what you're gonna get - 'cos it's really powerful stuff…   The first thing you're gonna get when you buy the New Affiliate Bootcamp through my link…    Go to -  Thank you, Trump!)   … the first thing you're gonna see is a page that says, "Here's what you're gonna get from Russell…   *A TON OF VALUE*   But then as you scroll down the page you’ll see…   “Here's what Stephen gonna give you," and this is the offer that's on the page…    So the first thing you're gonna get is:   BONUS #1:    I'm actually gonna give you guys the Make Affiliates Great Again Share Funnel.    I pay A LOT of money for my team to go build those things, and I'm gonna give you guys that share funnel for FREE.   All you have to do is sign up and Russell will say, "Hey, thanks for signing up for the free summit - you should join The One Funnel Away Challenge, so you can learn to set up all your affiliate stuff."    (You don’t just sign up for the Affiliate Bootcamp - you have to *actually go purchase* The One Funnel Away Challenge through my affiliate link…   ...then you get ALL these bonuses - which are super powerful.    The next thing I'm gonna give you is…   BONUS #2:    My Affiliate Bootcamp audio chapter.    It’s a BIG chapter   I spent most of Christmas writing that thing, and it's a HUGE.   It took a long time to write that chapter.    Read out loud, it's about an hour and 10 minutes!    I loved writing the 30-Days chapter, but this one was even more near and dear to my heart because affiliate is where my first dollar came from.    What you’re learning in that chapter are true-and-tried principles.    The reason why the audio chapter's cool is 'cos I give a lotta extra things that I couldn’t fit in the written chapter.    There’s a lotta extra side commentary in there - it goes a little bit deeper and explains a few things more.    I did get a few people who reached out and say, "Stephen, that was an intense chapter..."    So, I was like, "I know, let me explain some more in the audiobook..." So that's why I did that, and it's already ready for you -  it's awesome.    All these things are ready for you immediately.    Anyway, the next thing I wanted to give you is   BONUS #3:   The internal strategy video that I sent to my team - it wasn’t meant for anyone else.    I sent it to my funnel builder team to teach them what we're about to build, and so it's pretty awesome.   I take my whiteboard and I draw out the funnel on camera to teach my team the funnel and what we're gonna do…   Here's the follow-up    Here's the messaging   Take these elements from these pages and go put 'em over here, and take 'em from that spot and put them over there.   I was never planning on this being part of the bonus, but I thought, "How cool would that be if you could actually see a little bit behind-the-scenes of how I actually do it?"    … so you’re gonna get that as well.    It's a strategy video for my funnel team, but I'm actually just gonna go toss it out for you, so you can have it as well.   I think it'll be really powerful for you to see how I actually handle all the funnel builds, and I'm gonna give you the chance to do that, a-right now - just go to, and sign up there.    The next thing I'm gonna give you… BONUS #4:   I get asked to speak a lot -  at the time of filming and recording this, it's June, and I spoke every single week the whole month of May.    I speak a lot now, and I'm really, really pumped about all the cool things coming down…   So I thought it’d be cool to give you some of my favorite speeches.   It depends on the scenario, but most of the time I don't charge to speak - I'd rather sell while I'm there.    So sometimes what I'll do is I'll say, "Hey, I’ll come speak if you give me the video of my speech afterward."  It's not all the speeches I've ever given, but some choice ones that I've really loved doing, (especially of late), that we're just really on point, and gave people a lot of clarity.    Some of the most famous little quips that I've come up with are in those speeches - and that's where I actually discovered a lot of them.    So there’s some major behind-the-scenes funnel-ology in these speeches.    I'm gonna give you the Funnel Hacking Live speech that I just gave - which is really cool.    There's a little mini-speech I gave in 2018, we have that as well. It's a small little cut, it's pretty powerful stuff.   Then Dream100 Con - I love Dana Derricks, he's a beast, he's the man - anyway I spoke at his Dream100 Con and teaching my Dream100 strategy.   … see all those boxes at the back of my office?   I'm not a slob... we do what I tell you to do, we're doing it right now.    That's what this stuff's for -  that's what Coulton's been doing right over here...   Literally right before I turned this video on, that's what he was doing with all these boxes over here.    So…   What is my Dream 100 Strategy?   How do we actually implement it?    Well, I gave that whole speech and full strategy at Dream100 Con... and you guys get access to that speech.   Dana is also comin' to speak at OfferMind, which I would love to have you guys come too.    VIPs almost sold out, by the way, so go getcha ticket - we are super excited about that whole thing.    Actually, I'm pretty sure, actually, I'm not allowed to say the next name. Hold it please! (anyway, back to speeches ;-))   Billion Dollar Body - I absolutely love Amanda and Nicholas Bayerle - such an awesome couple, a model couple in my opinion. Super, super cool, down to earth.    They have a very high-ticket group, and they asked to come in and speak in a high-mountain cabin, and you get that speech as well.    It's a two-hour deep-dive on market selection - pretty awesome stuff.    And then, the last one that you get, as of right now, (I'm gonna keep adding as I go, 'cos I wanna collection of all the cool stage speeches I've done).    But anyway, some of you guys might know Alison Prince. She is so cool - one of my favorites.     She was at one of the original FHAT events that I was teaching and her business exploded after that - so fun, so fun.    I’ve had a chance to work with her quite a bit, and anyways I have mad respect for her. She's helped me personally a lot.   Anyways, I got a chance to speak at her Clan Con event, and I love the speech that I gave there, “Holy crap.”    (That was the one where I had food poisoning in the hotel the night before)   All the speeches are available for you immediately.    Now, once I teach you guys how to actually do this affiliate game and my strategy behind it, (which is the point of the chapter)...    How do you actually launch your offer?    BONUS #5:   I've included a handful of the videos I've used to launch the affiliate offers in the past.    I don't consider myself a professional affiliate at all.    BUT…   I've been number one several times    I've placed amongst the top affiliates in others    I've swooped in at the last second, (with hardly any list), and placed in the top 10.    I definitely have a repertoire for the affiliate game, which is hilarious, 'cos I don't consider myself a professional affiliate at all.    So you're gonna find out...   How I launch my affiliate offers    You are gonna see me doing MORE what my chapters' teaching - cos like it's a freakin' sexy offer, right?    You get ALL this for FREE if you just sign up…   HERE’S HOW TO GET THIS OFFER!  Go to Make Affiliates Great Again, and click 'sign up.'    It'll take you over to Affiliate Bootcamp to sign up for the summit.    Next Russell's gonna say, "Cool, now that you're in the summit, the next thing you should do is join The One Funnel Away challenge."    If you sign up for that challenge, you will get all these things that I’m talking about for FREE.    Last up…   BONUS #6:    I'm gonna give you guys a discount on your ticket for OfferMind.    OfferMind was free last year, it's NOT free this year.    There's a full blog post  teaching why I used that strategy… and why OfferMind will NEVER be free again...   This year, there are ONLY a thousand seats, I'm super psyched about this...    Russell's gonna keynote   Dana Derricks     Alex Charfen   Myron Golden   I'm very, very pumped about it.    So *YOU* get a discounted ticket to OfferMInd as well!    Can I overdeliver? Is there anything else I can give you that's really freakin' cool?    I want this to be talkable - I mean, this is a HUGE offer, it's ridiculous!   BONUS #7:   IA Five-Day Mini-Course when you opt-in you’ll get a brief crash course on how I actually play this game, and why I believe I was asked to write the chapter...   ... 'cos again, I don't consider myself to be a professional affiliate -   So why are they asking me?     (it's free - you don't even have to buy  anything at this point)    The Mini-Course teaches you, some of my top tips on affiliate marketing:   How I'm doing it   Why we've done it   Why it's worked so well    Why everyone's freaking out about it.   I'm really, really pumped for you to have it…   THE CLASSIC STACK MOMENT   Here we go. Ready! Oh, baby...   Here's what you're gonna get:    First, you're gonna get the Make Affiliates Great Again Share Funnel - just download it. I paid my team to build it so that you can have it for free... Value: a ton, (10,000 bucks).    My Affiliate Bootcamp Audio Chapter -  I spent 70 minutes going a little bit deeper on that chapter, so you can get more detail on pieces that were a little bit rough to understand.    MyFunnel Team Strategy Video - this is the video that was just meant for them, so you can see the flow of how I build everything - super powerful!   My Favorite Speeches - Funnel Hacking Live, Dream100, Billion Dollar Body, Clan Con.    My Affiliate Offer Launch Videos -  I'm gonna toss in a handful of the videos I've used to launch what I'm talking about in that chapter.    A Discount OfferMind Ticket - Russell Brunson is keynoting! You‘ll need to redeem this quickly to make sure you go actually get a place because we’re running out of VIP spaces and it's gonna get full.   MY Make Affiliates Great Again 5 -Day Mini-course  All you gotta do is go to, and sign up before the NEXT One Funnel Away Challenge….    Here’s how...   Go to and it’ll forward you a page where you’ll see ALL the offers. Click ‘opt-in’ and put in your email address (so that this five-day series can go to you).   Next, you’ll be forwarded  to the Affiliate Bootcamp to sign up    Once you sign up at Affiliate Bootcamp, on the Russell on the next page is gonna be like, "Hey, now that you're in the summit, go sign up for The One Funnel Away Challenge."    If you do that, you get this CRAZY offer from me - you get all the things I'm talking about right now.    That's a lot of stuff right there.    Just for people to be the room for the Billion Dollar Body Speech was 18 grand.   I don't wanna misquote prices, but these were NOT cheap - just for the speeches.   So anyway, just go to,   If you sign up for The One Funnel Away Challenge, you get all this…   To be super clear on this….    The One Funnel Away Challenge costs $100     get…   The Challenge   Russell’s Offer   + My bonus OFFER.    Is it OK if I overdeliver - is that all right?     Haha - awesome episode, right!    Hey, bear with me for just a moment while I tell you about   Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams.   It can be heart pounding, and frankly, nerve-wracking.   Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.   My first dollar online actually came from affiliate marketing, ONLY a few years ago.   So I often get asked the question:   “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”   … that's a fair question.   So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.   You wanna see how I do it? Just go to   ClickFunnels actually wants to know how I've been doing this as well…   So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business…   …. just go to    You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…   The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.   You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable.   Plus you also get several my other stage speeches.   How I launched my affiliate offers…   And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…   Is it okay if I over deliver???   If you want ALL that for free... plus other things, literally just sign up at and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure.   My friends, get rich, give back.

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

Play Episode Listen Later Jun 28, 2019 49:24

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! ;-) 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    And then, if you want to understand more about our products, about our coaching groups you can go to our website, 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…    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     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 That's C-H-A-R-F-E-N

SFR 253: Dave Woodward Shares The New Affiliate Bootcamp Book...

Play Episode Listen Later Jun 21, 2019 26:54

Dave Woodward helped shape the entire affiliate program at ClickFunnels. He's a personal mentor, friend, and brother.   It's long overdue that I invite him to come on Sales Funnel Radio to share his wisdom...   I'm really pumped about this. Frankly, it's been in the planning for, like, seven months now…   I have wanted to get interview Dave Woodward  for a very, very long time.     If you guys don't know anything about him, he is one of the backbones of ClickFunnels...   … so you’re in for a treat.   I think it was October-ish 2018, just after the 30-Days Book went out. I was approached by ClickFunnels to write a chapter for a NEW book...   And, NEWS FLASH…   In case you’re slow to catch on ;-) this is me, announcing the release of the NEW Affiliate Bootcamp Book!   And of course, in true Steve Larsen fashion, I'm gonna over-deliver bonuses to the hilt, so you’ll wanna buy the book through my link…   THE NEW AFFILIATE BOOTCAMP BOOK   The book asks the question:   “How would you retire as a ClickFunnels affiliate in a hundred days?”   I spent pretty much all of my Christmas break writing my chapter.'s NOT straight theory kinda stuff.   This is A LOT of the strategies I’ve used to crush it in affiliate contests.   So, I'm really excited about this.   For the 30-Days Book, I interviewed Russell…   For this one, I thought I would interview one of the backbones of Clickfunnels and the reason why:   Stuff gets done   There's an affiliate program that's run well.   The Dream 100 program is killin’ it.   ...and the name of that individual is Dave Woodward. He's a beast. He's the man...   Dave has become one of my favorite people on this planet, a mentor, a friend, a brother, and I look up to him like crazy.   I care dramatically what Dave Woodward thinks about me.   Maybe I shouldn't... I'm NOT supposed to say that, but it's true.   I really appreciate him, and everything he's done for me, and my family.   I am very, very excited, and completely, (in full transparency), extremely honored, to have our guest today.   This has been an interview I have been planning, and looking forward to, for a little over a year and a half now. I'm excited and to be completely honest, a little bit nervous.   I have tremendous respect for Dave Woodward. - tremendous respect.   If you guys don't know who Dave is, you should!   INTRODUCING DAVE WOODWARD   Dave is one of the cornerstones and keystones of all of ClickFunnels, and why it works…   ...please take that from a guy who sat across, and watched, and was very much a part of the intimate workings of what ClickFunnels is, and how it works.   Dave is one of the reasons why ClickFunnels is where it is.   He is one of the reasons why relationships are the way they are.   And,  in my honest opinion, the reason why Russell can even get his message out there…   I have a ton of respect for Dave and for what he does.   He has gone from a friend to an incredible mentor to me. I so appreciate and love him, and I'm very honored to interview him today.   Dave, thanks for being here.   DAVE: Well, I'm extremely honored, and I'm very nervous myself, so that makes two of us.   Thank you for allowing me to come on your show. I have such huge props for you, and I just admire all your work, and everything that you've done…   No one implements like you implement.   I love seeing it, you're such a role model to my kids, it's just fun, and I love seeing the impact that you're literally having across the entire world... so, it's an honor to be here. STEVE: Oh thank you very much, man. I'm glad to have ya.   Now a lot of people may not know….   Dave sits, literally across from his seat, he literally is looking into Russell's office - I mean he's like right there…   There's this tradition, (at least when I was there), it looked kinda like this…   So Dave and I, right, we're working, Melanie's there, we're getting our stuff done. Usually, there's some music going.   We're sitting around, and then all of a sudden Russell goes,”“UHHH!”   Which means…   “Get up and run to my desk.”   So Dave and I, would get up and run over to Russell's desk, and we'd basically watch the zeroes and ones God pour down wisdom into Russell's marketing brain… ... and gold would just fall out. Dave and I, would both try to keep up, while at the same time validating, “Oh my gosh, that is a cool idea, better catch on to it...”   ... it's like really, really fun. One of the funnest environments. I miss it terribly.   Now, but a lot of people don’t know that you had a history with Russell and, pre-ClickFunnels. Right?   I mean, what were you doing before coming into ClickFunnels?   HOW DAVE MET RUSSELL   DAVE: I had my own marketing consulting agency for years.   In fact, I actually met Russell…   So, I come from the direct response marketing days…   Old Dan Kennedy, Bill Glazer, copywriting type of stuff... years and years and years ago.   And at the time I had a lot of clients who were in either the insurance, the health field, or else mortgages.   A lot of them were trying to figure out this whole online thing… (this is like 2007, 2008).   And it was that point where I thought, I gotta figure out this whole internet stuff. I've got too many clients who are wanting information about it.   I'd been on Russell's list, I'd been on other lists, and Russell was coming to do a seminar in affiliate marketing, not far from where I lived in Southern California…   So I thought, “Oh great, I'll just go, and go and listen there.”   I'm a huge believer of either working your way in, or buying your way in. And I've always preferred buying your way in, if it's at all available, it's faster. So it was Russell and Stu McLaren, and Russell got up and said:   "Hey, you know what? If you guys would like to take us out to lunch or dinner or anything, to just kinda pick our brains, go to the back and sign up."   I literally jumped out of my chair, ran to the back, and I signed up for EVERY breakfast, lunch, and dinner that Russell had.   I'm like, “The guy's either gonna hate me, or we're gonna become friends through this thing.”   I wanted to get to know him better, and so I literally signed up for EVERYTHING!   I'm sure when he first got it he was like, “Who in the world is this Dave Woodward guy? What have I gotten myself into?”   I can guarantee you, Russell would never do that now. You could never take him to lunch or dinner, but he was just getting started.   … and so we created a deep friendship.   I ended up setting up his 10th anniversary for Collette. They flew down to Southern California and went out to dinner, then flew to Catalina...   Russell is more than a friend, he's like a brother.   He's probably, in all honesty,  the closest friend I have aside from my wife.   There's nothing I wouldn't do for him.   Over the years, we've had the opportunity of doing a ton of different projects together, some in the real estate niche, some in the network marketing niche, some in the fitness niche.   Some made money, some lost money.   My very first product was with Russell - it was Legendary Marketers.   STEVE: No way.   DAVE: Yeah.   STEVE: Oh, I didn't know that was. Cool.   DAVE: And so, that was the very first product that I ever did...   Again it was one of those things where I saw, just his desire to help others grow, and, at whatever the cost. Just, just pour so much into people, and I was just drawn to him…   … and we've just literally become lifelong friends.   When we started ClickFunnels, I was still in Southern California. I was flying up here every other week, and Russell was like, “You just need to move up here..”   I'm like…   Dude, listen, we've been through a lot of things over the years, and NOT all of them have worked…   Before I uproot my family, I wanna actually make sure this whole ClickFunnels thing is actually gonna take off.   And then, as you can tell right now, it'll be three years this August.   So we moved up here after ClickFunnels was up and running for about a year and a half.   STEVE: I remember that. Only because it was like two months before, you flew in, that's when I moved my family up.   Russell was like, “You know Dave Woodward?” ...and I had just started seeing your majesty in the inner workings of ClickFunnels - all the stuff you're doing with Dream 100, the affiliate stuff…   … and Russell was like,  “He's gonna move on up,” and I was like, “No way, that's awesome.”   You moved up, and I kid you not…   We were already kind of naturally high energetic people, you, and I, and Russell, but the overall energy, it was like one plus one equals twelve when you came in!   I was like, “This is awesome,”'s not a classic business office…   We were running around barefoot in t-shirts, shorts... music going all the time…   it's such a fun place to work and try to change the world also.   So, how did you end up doing stuff for Russell's people - the affiliate manager was your first role, right?   DAVE: Actually, no. I was in charge of all our business development. So one of the pieces of it was the affiliate plan.   STEVE: That's right, my bad.   DAVE: Yeah, so, what happened was, so …   My coming into ClickFunnels, (as far as, one of the things), we were at TNC, (we’ve just come back from TNC 10, so this must have been TNC, like five, or six), and it was ClickFunnels' first booth, at TNC, and they had put us in the far back corner…   I was like, “This just sucks. We can't do this. No one's gonna see us.”   Russell was actually speaking at TNC, and he was like, “Gosh, I just wish we had some way of getting attention to us, no one's gonna come to us…”   ...because it wasn't in the main ballroom…   He was like,  I wish we could just get some of those like showroom girls, you know, event girls, whatever it is.”   I'm like, “Dude, you're in my city. This is San Diego. I promise you, I will get you some girls.”   And sure enough, within about two hours, we had about five girls there, basically handing out t-shirts and directing people where to go...       And that's, I guess when Dillon and Todd were like, “We definitely need him more full-time than he is currently,” and that's how it started.   STEVE: Oh, man. Yeah, yeah. There have been multiple times where you've done stuff like that. Russell flies in, you fly in, you know.   Guys, Dave, Dave is the one that protects Russell emotionally when we travel as well. Multiple times, just protecting him.   Making sure, “Hey, we need to get somewhere,” or making sure Russell is where he needs to be, and protecting him from people who may be, respectfully, somewhat of a time suck.   There are just so many stories that are just popping into my head.   Oh my gosh…   You guys flew in once, and Russell didn't have any time to sell, or didn't get order forms, and you literally, in the lobby…   What's this story again? It's awesome.   DAVE: A friend of ours, basically in the health space, flew into Denver…   I love to sell, which is weird because for years I hated selling. It was like the worst thing in the world.   I would never, ever sell. I would never associate myself with selling...   … NEVER, dirty, bad!   But, I remember, we flew in, and I was sitting there talking to the promoter, and he basically said:   “Well, you know what, I thought we were gonna have more time. we ran over, we only really have about 25, 30 minutes, and you can't sell”   I'm like, “Dude, we flew all the way to Denver. We're not here NOT to sell.”   And he says, "No you really can't sell."   So I said, "Well, how much time do we have?" He said, "Well, you've only got 30 minutes."   I'm like, “Well we need at least 45.” He said, "Okay, 45 minutes."   I said, "If I just have a little tiny offer, would that be okay?" He said, "Yeah, but I don't want a full pitch." I'm like, “No problem.”   So I literally went into the little business center, and I created an order form on the computer they had there, (I'm sure it's so completely non-compliant)...   It was, honestly, just name, email, address, phone number, credit card - that's it.   It was printed off black and white and there was nothing fancy to it. I don't even know if they knew what they were buying.   But, just like Russell does, he was able to get up and he spoke... I could tell the promoter at the back was just getting antsy.   He's like, “You gotta hurry, you gotta hurry, gotta hurry.”   I'm like, “Russell let's just go a little bit faster.”   So, all of a sudden, he gets to the pitch.   He's like, “Listen, I don't have time to go through this, but you're gonna get this, this, this, this, and this…   ...and if you want, Dave's got some order forms, just take the order form and give them to us, and we'll process it.”   I literally had someone come back there and grab it out of my hand, write on it, and slap it down right in front of Russell on the stage.   Usually, we get table rushed at the back, but we had this massive podium rush. Everyone went to the front, and it was hilarious.   We out the room and we just laughed.   It's those types of moments, where I'm like, “No matter what it takes when you have an opportunity, we're gonna sell...”   And we sold, and it did very well.   STEVE: You guys knocked out the house, is what I heard. Just blew it out on a whim. I mean, come on! That's the kind of team that you guys are. It's just awesome.   Hey, so I wanted to ask a little bit about this Affiliate Book that's coming out - you have such unique eyes from where you are, and where you get to sit.   I know you get to work a lot with:   Biz Dev   Bringing in new Dream 100 people   All the affiliate stuff as well   … what is this New Affiliate Book, by the way?   DAVE: Oh, it is super, super cool… so this whole idea behind affiliate marketing ... First of all, for those of you who aren't familiar with affiliate marketing, it's probably the easiest way to get started online, because you don't have to have your own product.   You are literally promoting someone else's product.   And for us, they're promoting ClickFunnels.   We have a whole bunch of front end products because it's really hard to promote just a free trial -  one of those was Another one is OFA…   If you're not on OFA, my gosh, the One Funnel Away Challenge, Steven is just crushing it -  so you definitely need to be in that.   We had so much success with - the idea behind that summit was, Russell went out to a lot of our Two Comma Club award-winning people, like Steven, and basically said:   “Hey, if you were to lose everything, and all you had was ClickFunnels, and your marketing know-how, what would you do in the next 30 days, to make money?”    ..and they put together a 540-page book, and it became a front-end for the One Funnel Away Challenge.   Well, as we were looking at that model, it became super, super successful, and we realized...   Steven actually helped build out Affiliate Bootcamp, which has been the primary product we've used to train our affiliates over the last year and a half, and we're at a point right now where we're trying to think…   If we were to update it, how would we do it best?   And we thought, instead of us doing it…   Why not reach out to the people who've been the most successful doing affiliate marketing inside of ClickFunnels, and have them tell their stories…   ... and use somewhat of the same premise as the 30 Day Book…   Not necessarily, if you lost everything and only had 30 days, but, “If you were to start over as an affiliate, what are the things that you would wanna do?”   What are the different things that would actually provide the greatest return in the shortest amount of time?   Because for a lot of affiliates, it's like, “Ah, I've got my own job, I don't have a whole bunch of time, ” and it was just fascinating.   Bailey Richert is the one who basically put it together for us, she went out, and interviewed 17 of our top affiliates…   I was literally talking to her today, and she goes, “You know, Dave, the was really cool, but the real secret sauce was on the back end after you bought the product you got behind the scenes of their actual funnel…”   She said, "I don't know what it was with these affiliates? They literally gave every single thing on the front end."   So those people who actually get involved in our New Affiliate Launch, or Summit are going to get the very best of 17, (we may actually get to 20, but 17 right now), people who have literally been crushing it as an affiliate for ClickFunnels sharing EVERYTHING:   YouTube strategies   How to do an offer?   What is a bridge funnel?   How do you build a list?   How do you build a product that ties into your list to provide even greater value so that people fall in love with you, as well as the new product that you might be introducing them to?   So, the whole idea behind this is really to have a person create their own product/ business on the front-end without having to create all the products, (and everything else), on the back end...   … and NOT have to worry about the support.   So, I'm so excited about it...  because it’s literally going to be the BIGGEST game changer for us.   Currently, Steve, we have five people who have done over a million dollars in affiliate commission so far.   Five people who have hit the two comma club as an affiliate for ClickFunnels.   STEVE: Oh man.   DAVE: It's just insane.   You know, when we first started this thing, we came up with this idea of the dream car…   The idea behind it is, if you got a hundred people, we'd pay $500 for your lease or purchase of your dream car.   At 200 people, we'd pay $1,000.   I thought, “No one's ever gonna get to 200 people!”   ...and now we have people who have thousands of affiliates...   Thousands of ClickFunnels accounts because of it.   So the idea behind affiliate marketing:   It's the easiest way to get started online.   This new affiliate summit is literally gonna give you, truly, the step-by-step program from 17 of the top affiliates that we have.   They're gonna break down, NOT only just affiliate marketing, but how they actually get traffic, how do they actually build an offer, how they build a bridge page.   And you’ll actually see some of their actual bridge pages, as well.   We were sitting there trying to price this thing out, and I'm like, “You understand this is like a $500 product,” and Bailey's like, “Yeah, but summits only sell for like $47 to $67.”   And I'm like, “Oh my gosh, alright, we'll do it, whatever price.”   I don't know what price point we're gonna settle at  - somewhere between $47 and $97, I don't know...   But it's people like you, Stephen, who literally said, "Alright, let me show you exactly what it really takes. Let me go through and break it down step by step, how you actually can make tens of thousands of dollars a month, as an affiliate."   And I know we pay you a pretty hefty cheque, just in affiliate commission.   STEVE: Yeah, it's, uh ...   And what's funny everybody, is that it's kinda on the back-end of my business and it's just because of the strategy.   I gotta tell you, I loved writing the 30 Days chapter, but the affiliate chapter... oh my gosh, I took all of Christmas, like three or four days, to write that thing - it was beautiful.   DAVE: Well actually Bailey, (just between you and I), even though anyone who listens to this will now know it, Bailey actually said yours is the best one…   … honestly, because it was so detailed, Stephen.   The way you did it, she actually wants to lead with yours to set the stage for the other ones...   Because of the way you talked about:   Bridge Funnels   Offers   Bonuses   I mean, you were our top affiliate for, and it was just crazy. And, I've seen you do that multiple times, even in our One Funnel Away Challenge.   And the crazy thing about the One Funnel Away Challenge was you came in dead last and didn't start until like three days left. It was crazy.   STEVE: That 10X Secrets thing...   DAVE: That's what it was.   And you were right in the middle of OfferMind, I think. Was that it?   STEVE: Yeah, yeah.   DAVE: And I was asking you to teach some of our speaker training, and you had no time. No time at all. And yet, to see you come in, and use this strategy that you now taught in that chapter, it was just brilliant to see.   The thing that I love most about the chapter that you wrote, is your chapter actually goes in through, literally, step by step…   It's how you teach -  you're so very methodical in teaching practical steps - literally, it's ‘paint by numbers.’ It's the easiest way you can do it…   I mean, step one, step two, step three.   And because you've been through it, you lived through it, and you started with nothing…   ...and NOW, you're one of our top affiliates!   It's just neat that you were so kind and so generous with spending as much time as you spent on that chapter.   It's probably going to be one of our leading chapters.   STEVE: Oh man, I appreciate that a lot.   Well,  what can somebody do ... What's a favorite way ... I mean, you have such a unique area that you get to see all these different affiliates…   If somebody’s new and doesn't have much of a following, what should they be doing if they want to become an affiliate?   DAVE: I think, it goes back to, probably your secret sauce, and that's publishing.   I think, honestly, and as much as people hate it, I think it’s one of the coolest things.   People wanna find someone they can connect to, so documenting your journey as an affiliate, is probably the best thing that you can do, because later you’re gonna be able to sell that journey.   And it may take a little bit of time, but if I was a brand new affiliate, just starting off, I would start publishing on a regular basis.   You could pick:   Dotcom Secrets   Expert Secrets   30 Days   ….I don't care which product you want.   I would literally go in, I would make it your own, I would teach what you learn, on a Facebook live, on an Instagram story, whatever it might be, and refer people to it:   “This is what I've learned.”   Because people love understanding the take a way that you got and seeing how that you're actually using that.   So, I think that's probably one of the things that I would look at.   Where MOST affiliates go wrong is, they think they're just gonna take the affiliate link and just promote it directly, and that's why I love your chapter… because you were so anti that.   You're like, “You can't do that! Let me show you what you can do.”   And I think, as an affiliate just getting started, just pick one thing…   And, again, as you mentioned before, just go all in on it. Study it. Make it your own.   And that way when you're teaching it, people are going, “Oh, that's how that works. Oh, okay, now I understand,” and then people can connect with that… and they'll love the journey as well.   STEVE: Oh man, that's awesome. Thank you so much for taking the time.   You know, I have such respect for you, and what you do, and just love your family -  my wife and I talk about you guys a lot.   We love your sons, they're all awesome and incredible - we just love your family and everything that you guys do.   And I really mean what I say,   I really believe that half the reason Russell can do what he does is that he’s got you in his corner, just fighting battles he didn't even know about.   You know what I mean?   Just going to bat, getting all the dirties away that are out there trying to take advantage, you know, stuff like that.   It's just this role that is like so, I don't even know, it's special. And it's fun to see it.   DAVE: Thank you.   STEVE: So I just, anyway. Any parting advice or words before we end up here?   DAVE: You know, for me, I think the one thing I would tell people is just don't give up.   I think the hardest part for affiliate marketing, or even for a lot of the online marketing is just, you have a dream out there, and you see it, and you want it so bad…   ... and yet things don't go exactly the way that you want.   You can joke around about this idea, being one funnel away, but you truly are…   You just don't know which funnel that's gonna be.   And so, I would just say:   If this is what you wanna do, don't let anything get in your way.   It's possible, things happen... it doesn't go as fast as you want, I'll let everyone understand, I'm totally transparent...   It never works as fast as you want   ,...but for those who stick it out, you get to this little corner and you literally hockey stick and life takes off for you.   I saw the same thing with you last year, where you got going and you’re putting forth all this effort, and all of a sudden you get to this little corner, and you literally hockey stick, and life just takes off for you.   And I think the problem is, most people aren't willing…   Again it's that, 99 yards does not a touchdown make…   You gotta be willing to go all the way   As long as you don't quit, and just realize that you're in that phase of learning…   There are two parts…    You have the:   Learning phase   Earning phase   Too often people wanna jump into the earning phase, without paying their dues in that learning phase.   If you'll spend the time in that learning phase, the money that will come later in life - it's just crazy. Astronomical.   STEVE: Oh, man. Well, thank you so much. You're a friend, a mentor, a brother, and just, I love and appreciate you. Thanks for being on.   Awesome episode, right?   Hey, bear with me for just a moment while I tell you about   Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams.   It can be heart pounding, and frankly, nerve-wracking.   Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing.   My first dollar online actually came from affiliate marketing, ONLY a few years ago.   So I often get asked the question:   “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?”   … that's a fair question.   So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products.   You wanna see how I do it? Just go to   ClickFunnels actually wants to know how I've been doing this as well…   So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business, just go to…   You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel…   The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it.   You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable.   Plus you also get several my other stage speeches.   How I launched my affiliate offers…   And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course…   Is it okay if I over deliver???   If you want ALL that for free... plus other things, literally just sign up at and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure.   My friends, get rich, give back.

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

Play Episode Listen Later Jun 14, 2019 20:41

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?” 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! 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. 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   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  

SFR 250: Living Legends...

Play Episode Listen Later Jun 11, 2019 28:21

I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop...   Frankly, I just love being on stage speaking and teaching.   Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program.   Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days.   We’d go from:   Day #1:  9:00am to 6:00pm   Day #2: 9:00am - 1:00am(ish) - it was a long day.   Day #3 :9:00am - 6:00pm   By the end of the event, everyone was just exhausted.   Russell did the first event because he was testing materials and seeing where we needed to change things…   Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches.   WHAT I LOVE ABOUT ENTREPRENEUR EVENTS   I remember there was this one particular FHAT event…   On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?"   I was like, "Wheeew….”  I was just bringing it down... and trying to relax for a second…   ... THAT was a  very aggressive fast-paced stage for me - I loved it.   Russell goes, "How's everyone doing out there?"   We’d always talk about how the audience was responding:   Were they getting it?   Did they understand?   Which principles had tripped them up?   Had we managed to bridge the gap for them?   We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?"   I kinda paused for a second…   Russell noticed and asked, "What is it?"   He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it."   And he goes, "You're getting that already, huh?"   I was like, "That's a thing?"   Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not -  so I'll stop and I'll cater to those people who aren’t getting it."   I was like, "Okay, that's what that is. I'm starting to see that.”   MY FAVORITE MOMENT…   My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there."   It's funny to watch as people…   Have personal breakthrough moments   Suddenly see the road map and things start to click.   They're like, "Oh, that dream I've been going for all along is actually possible now."   I don't know. I don't know how else to describe it besides that…   But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you.   Those of you guys who educate, teach or get on stage, you know what I'm talking about.   There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session,  when a guy walked up to me and goes, "You're a really dynamic speaker."   People have told me that before,  and I still don't know what that means... So I said,  “Cool! Thank you,"  but what he said next made my jaw hit the ground…   He looked me straight in the eyes and asked "Do you want to come  speak at Carnegie Hall?"    I was like, "Are you completely serious right now?"   He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop."   Six months later,  it's happening - it's in the bag -  it's an event called Living Legends, which is extremely honoring.   So I'm going to share an interview that explains EVERYTHING to you…   BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest…   His name is Clint Arthur.   Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps.   What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here.   So Clint, thank you so much -  welcome to the show.   Clint:       BOOM!   Steve:       In the middle of Carnegie Hall. What?   Clint:       Yeah.   Steve:       It's a proxy BOOM! Oh man.   Clint:       That's a Carnegie Hall ‘BOOM!’ for you - that's what that is.   Steve:       You're warming it up for us - thank you so much.   Clint:       Yeah, baby. Yeah, baby. Well, it's a pleasure to be with you... I met you on the cruise, I think.   Steve:       Yeah.   Clint:       The 2CCX Cruise - that was an amazing experience…   Really, the best part of the whole 2CCX program was the cruise.   I really believe that's because it was a special event.   When you participate in special events, it's not only great for the sales funnel… it's great for sales funnels for a reason...   It really does deepen the experience of the customer/client/ the person you're trying to transform their life... it opens up possibilities for people to have MORE community.   So as a result of that, here we are -  so great to be with you.   Steve:       That's so awesome. We're really honored, honestly.   Now just because some of my audience may not know who you are, which is baffling... but could you tell everybody what is it that you do?   Clint:       I am a celebrity entrepreneur -  which means:   I'm the MOST famous guy that nobody's ever heard of.   I’ve created systems, formulas and scientific methodology for creating celebrity positioning in the eyes of your customers and prospects.   So part of that is,  I have done 107 television appearances.   You might have seen me on FOX Business Channel, CNN, Headline News, or The Today Show with Brooke Shields… When Brooke Shields said, "Clint, you can have all of these plans and want to scale Mount Everest, but how do you keep from falling off the track?”   I said, "You've got to invest in mentors."   I said it then, and I meant it… and I mean it even more now.   Investing in mentors has been part of the reason why I have gotten to where I am.   Part of what I've done to become a celebrity entrepreneur is to become  Dan Kennedy's Info Marketer Of The Year - that's a great honor for me.   It’s something that really opened things up for me in my career and deepened my relationship with Dan Kennedy as my mentor.   So those are some of the things I've done.   I've also written a bunch of best-selling books...   My new book is called Celebrity Entrepreneurship.   Some of my other best sellers include:   What They Teach You At The Wharton Business School - I’m a graduate of the Wharton Business Schools entrepreneurship program.   The Greatest Book Of All Time...   I wrote this other book called The Last Year Of Your Life  - where you live as if you're going to die at the end of the year…   I told one of my friends, I'm going to add in videos and audios, it's going to be the greatest book of all time with those attached as links in the Kindle book, and he goes, "Why don't you just call it The Greatest Book of All Time?"   So I did, and that became my first real big selling book…   I sold 26,000 copies of that book.   Steve:       Wow. That's awesome. That's incredible.   Clint:       And it has contributed to …( I don't even think you know this…) Starting June 8th, I will be the host of a NEW talk radio show on WABC Radio in New York City called The Greatest Show of All Time.   Steve:       Oh my gosh. That's amazing. Just pushing straight on in there. That's incredible.   Now, actually, it was Peng Joon I started talking to about what it is that you do, and everything…   He was talking about just how incredible your stuff is and how amazing it is.   Why is it important to eventually become a celebrity entrepreneur for your audience?   Clint:       Well, I say on the back of my book that entrepreneurs struggle because they think that people are buying their products and services, but really people are buying you.   Who you are is more important than what you actually do.   ...especially if you're selling a product or service that's similar or equivalent to others that are in the marketplace...   The only difference is you.   If you're a financial advisor/  a realtor/ a doctor, or selling any kind of widget, there's a similar widget to what you sell - the main difference is who you are.   HOW TO BE A SUCCESSFUL ENTREPRENEUR…   What I do as a celebrity entrepreneur is help my clients position themselves as celebrities in the eyes of their customers and prospects.. and that's really using marketing on your personal brand.   That's what *this* is all about.   … and that makes all the difference in the world because people are NOT buying your widgets; they're buying you.   Steve:       Absolutely. I just so appreciate you taking that angle on it too.   There are a few places I've spoken at... where it's only been about getting authority for authority's sake, but you're saying let's get it so it pushes the message and the product more…   … because that's what they're gonna be buying anyway.   I love that. I'm very, very thankful for that. It's awesome.   How did you get started doing this?   There are gonna be a lot of questions revolving around ...   This is not something that my audience is gonna be very familiar with.   Clint:       Hey, I started out as an entrepreneur selling butter.   Steve:       Really?   Clint:       Yeah, really. That's really where this all began.   I was selling portion controlled butter in Las Vegas to hotels and casinos.   So if you've ever eaten bread and butter at Bellagio in Las Vegas, thank you for helping to put my daughter through the University of Southern California…   For a long time, pretty much every piece of bread at Bellagio was buttered with Five Star Butter, which is my company.   What happened was a lot of these celebrity chefs starting coming in: Bobby Flay, Gordon Ramsay, Emeril... and I wanted to get the celebrity chefs, so I came up with this idea…   What if I could be a judge on Iron Chef America and make myself a celebrity butter expert, not just the guy selling butter?   I talked the producers of Iron Chef America into making me the judge of Battle Butter... (you can watch that episode on my website, and see me judging Battle Butter).   That was the beginning of my celebrity positioning as an expert.   Now, I tell you what, it changes things when you become a celebrity expert in what you do, it really does.   THIS WILL BLOW YOUR MIND   I heard a statistic that:   The number one top celebrity in the marketplace gets 50% of all the revenues.   The number two celebrity in the marketplace gets the next 25% of the revenues.   Number three, through infinity, split the remaining 25%.   That's why, if you're not the number one top celebrity, you are surviving on crumbs while everybody who you admire is feasting on giant pieces of pie.   For example, Tony Robbins, Date With Destiny…   Date With Destiny alone represents 10% of the entire live event seminar industry in its revenue.   Steve:       Oh my gosh.   Clint:       If you do the math, which I have, you will see that just that one event is 10% of all live seminar tickets.   Steve:       Geeze. I had no idea.   Clint:       Because he's the number one guy ... And here's the funny part…   Go into any bank in America and ask the teller, "Do you know who Tony Robbins is?"   … they're going to say ``No,” because he's NOT a real celebrity - He's a celebrity entrepreneur.   The same thing goes for Grant Cardone, who everybody worships…   I will show you videos where I'm doing seminars with financial advisors and I'd say, "Anybody recognize this guy?"   Not one hand goes up.   Nobody knows who he is because they're NOT his customers or prospects... and yet two months ago, he filled up Marlin Stadium...   And most of the people watching this video know exactly what I'm talking about.   Steve:       OH, YEAH.   Clint:       When you're a celebrity entrepreneur, (which is something that I pioneered, systematized and scientifically analyzed how do you do it), you're a god to your customers and prospects…   ... but the rest of the world doesn't know who you are.   And that's what I help my clients to do.   Steve:       It seems extremely magical sitting on this side of the screen listening to that. That's impressive. That’s so, so amazing.   Now, what should somebody do if they're trying to get started as celebrity entrepreneur?   Clint:       Okay. Well, the important thing to understand is that there's no time that’s too soon.   The sooner you start building your positioning as a celebrity in the eyes of your customers and prospects, the better off you are... because the product you're selling is irrelevant.   A lot of people come to me and say, "I don't have a product yet. I don't have a book yet. I don't have this data or anything yet, " and I just say;   “But you have you. You're already you. And you're always going to be you so you might as well start building your personal brand."   Really, there are five ways to do it.   Television is the most powerful way.   I'm not saying you have to go on Good Morning America first - that's a mistake. Don't go on Good Morning America first, go on little tiny local TV shows first.   Then the second great way to do it is by becoming a speaker.   I wanted to meet you, Steve, because you're such a great speaker…   I don't know if you've always been, but I doubt you've always been…   I’ve personally found that speaking is an acquired skill.   You have to learn how to be a great speaker - so there's no time that's too soon to start learning that, is there?   So go out there and start learning how to speak and start speaking in important places - the second part of my formula is to become a VIP speaker speaking in very important places.   The third part is one of my favorite things, celebrity attachment.   That's taking photos with famous people, and anybody who goes to my website will see I'm in photos with all kinds of famous people from Brooke Shields to Caitlin Jenner  - Ringo Star to Mike Tyson - Hilary and Donald Trump. I don't care.   I'm an equal opportunity celebrity selfie slut.   The more famous they are, the more I like it. That's it.   Part four my formula for celebrity entrepreneurship is to be a best selling author.   I've already dropped some of my best selling book titles on you guys. The fifth part is to be an award winner -  Win Awards!   I told you right in the beginning, I was Dan Kennedy's ‘Info Marketer of The Year,’ and you, as an entrepreneur, need to figure out how you can win awards too.   Steve:       That's amazing...   TV   Speaker   Celebrity Attachment   Best Selling Author   Award Winner   Clint:       Ideally you want to win an Academy Award, but if you don't have an Academy Award, then you've got to win something else.   You won a Two Comma Club X award, you won a Two Comma Club award -  whatever you can get!   The better it is, the better it's going to be…   You put all those steps together and you’ve radically transformed your positioning in the eyes of your customers and prospects.   Ultimately you want to accomplish each of those things.   Steve:       That is insanely valuable. I hope everyone's enjoying that. I can't put it off anymore… Where are you standing... and why are we talking about it right now?   I can't even hold it back…   CARNEGIE HALLClint:       Right now I'm in the lobby at Carnegie Hall in New York City.   Steve:       Oh!   Clint:       Yeah! And the reason why I'm in the lobby of Carnegie Hall in New York City is that I just finished my meeting with the production manager, the stage manager, the person who did all the contracts for my first of its kind entrepreneurial conference at Carnegie Hall.   They've never had an event like this before…   “It's so unique, Clint. We've never had anything like this, Clint. We're so excited. We can't wait to sit in on and see some of the people that are going to be ... You're really going to have Martha Stewart at your conference?"   Yes. I'm really having Martha Stewart at this conference.   "You're really going to have Coco and Ice-T?"   Yes. Ice-T and Coco are really going to be there.   "You're really going to have Scorpion -  the guy who produced five seasons of the TV show Scorpion for CBS? My dad loves Scorpion."   Steve:       That's a good show.   Clint:       That's what the lady said.   I'm like, “Yeah, Scorpion himself. You're going to be able to pick the brain of the smartest man on earth. Imagine what you're going to find in there.”   Albert Einstein previously spoke at Carnegie Hall. His IQ was 160. Scorpion's IQ is 197.   Steve:       Holy Cow!   Clint:       ...and who else is going to be speaking there?   Dan Kennedy will be speaking at this conference.   Michael Gerber, the author of The E-Myth, number one New York Times best-selling book for years and years and years   ….he’s changed so many entrepreneurs' lives.   Michael will be doing multiple days of speaking at this event, including the hot seats on the stage.   Amazing. Who else?   Jerry from Ben and Jerry's ice cream, the founder.   So look at this…   You've got Martha Stewart who turned herself into a household name...   Then you've got a guy who turned cream and sugar into a household product. Right?   Steve:       Yeah.   Clint:       Who else is going to be here?   Oh, Hal Elrod, ‘Miracle Morning’. Are you familiar with that book?   Steve:       Very. Yep. Got that and the journal right here.   Clint:       Right? Self-publishing phenomenon. By the way, he's one of my students.   Steve:       Oh, cool.   Clint:       He couldn't afford to come to my Celebrity Launch Pad TV Publicity Transformation Event.   He registered, and then he calls me the next day and goes, "Clint, I'm really sorry. I talked it over with Ursula and we really just can't afford it."   I'm like, "Wrong. I'm going to make it possible for you to do it. We're going to come up with a payment plan and you are coming on Celebrity Launch Pad."   He booked himself on 13 shows   I have the video of him, and he's like, "Any time I'm being considered for a speaking gig, I send them my TV appearances for them to evaluate me because it separates me so much from everybody else who's trying to get those same speaking gigs."   Anyway, he's one of my students and he will be speaking there.   Who else is going to be speaking there?   Princess Marianne Parker, another one of my students.   She transformed herself from a Bulgarian peasant to the princess of etiquette.   She's going to tell you how etiquette saved her life and made her wealthy.   And who else is going to be speaking there?   This guy named Steve.    Steve:          I heard he had big eyes and he’s probably gonna yell a lot. He's gonna drop a few ‘BOOMS!’ in the Carnegie Hall.   Oh!   Clint:       This event is called The Living Legends of Entrepreneurial Marketing.   This man, Steve, built 500+ funnels for Russell Brunson and ClickFunnels. How freaking legendary is that? Unbelievable.   I'm really excited to have you join us on the main stage for two sessions of dropping booms all over Carnegie Hall.   I'm really excited to share you with my audience because you're such an amazing speaker man.   Dude, you are an amazing speaker. I love you and I'm excited to share you with all of my friends who are going to be coming to this event.   HERE COMES THE SCARCITY & URGENCY   There are only 600 tickets total for this event.   Steve:       Holy smokes.   Clint:      Super special. Super special event. Tickets are available and people should be getting their tickets as soon as they can.   Steve:       That's awesome. Hey, so what are the dates so people know?   Clint:       September 26th/ 27th/ 28th in New York City at Carnegie Hall. Yeah, the one, the only Carnegie Hall. That's right.   Steve:       The actual Carnegie Hall.   Clint:       Yeah, the actual one!   You know who's spoken in here besides Albert Einstein? This is the coolest.   In 1906, Mark Twain gave his last lecture at Carnegie Hall.   I've asked Dan Kennedy to come and give his last lecture.   I said, "Dan, if you were going to die and you knew you were going to die and your kid came to you and said, ‘Dad, what should I do to thrive as an entrepreneur?’ that's what I want you to share with the audience."   That's what Michael Gerber is going to share.   That's what Martha Stewart's going to share, Ice-T, Coco, Scorpion, everybody. You too.   What is the magic sauce to thrive as an entrepreneur?   I'm so excited to hear what everybody has to say.   Steve:       Yeah. I just, I can't even tell you how stoked I am.   When you asked ... I was trying to ... “Oh, yeah, no, I'll be there, Clint. Yeah. Let me check. Yeah, no, I can be there.”   Then I hung up and I just started yelling.   I'm so excited, man.   Thank you so much. Very excited for it.   And you guys, you can go to and it will take you over to the tickets - so you guys can go get booked up. Only 600 tickets, guys. That is NOT many. Go get one - especially for all those names.   Clint:       There's not 600 left... I've already been selling tickets.   Steve:       Oh, really?   Clint:       A lot of the VIP and Elite Tickets are already taken.   There are different levels…   There's general admission -  if you just want to come and you're scraping it together to make it.   Step up and show up for this thing - it will change your life. Going to events really does change you.   Steve:       Yeah, it does.   Clint:       You told the story of going to your first Russell Brunson's ClickFunnels Live and how that changed your whole freaking life.   Steve:       Yeah, everything.   Clint:       Well, that's what's going to happen here. Where was that ClickFunnels live? Somewhere in Orlando?   Steve:       Yeah. San Diego, actually. Yeah. Yeah. It's far.   Clint:       San Diego. Dude...   This event is at Carnegie Hall with Martha Stewart, Dan Kennedy, Michael Gerber, you and Scorpion, the smartest man in the world.   You see, what people don't understand is that the venue changes the event.   You can have the same performers, one of them performing, one time performing here and the next time performing at some arena someplace.   You're going to get a much more intense performance at Carnegie Hall because the venue brings out the power from the performer.   The performers rise up to the venue.   You know who else has spoken in Carnegie Hall? Aside from Albert Einstein and Mark Twain, we had…   Franklin Delano Roosevelt   Elenor Roosevelt   Teddy Roosevelt   Martin Luther King   Ernest Hemingway   Groucho Marx   Andy Kaufman   Jerry Seinfeld   The Beatles   Frank Sinatra   Liza Minnelli   If you have been a living legend, you've performed at this venue.   ...and that's why I selected it. That's why I'm paying the big money to get it.   That's why I'm paying the big money to have all these incredible names come and share their last lectures with my audience to change entrepreneurs' lives and their vision of what's possible in the future.   Steve:       Man. I'm not going to stop press and record. This is so awesome. Holy smokes!   I'm so psyched about it.   So September 26th through 28th. Literally Carnegie Hall! Obviously, New York City. 600 people.   Go to  and it’ll take you right over there.   Anyways, Clint, thank you so much for being on here. I really appreciate you being on. I can't even explain what kind of an honor this is.   Clint:       I'm so excited to be doing this. I have a testimony on my website from Peng Joon, because he came and spoke at one of my events at NASDAQ, and he said:   "Clint specializes in creating experiences."   That's really what I do... and that's what I've created here:   The experience of this unique first time ever entrepreneurial conference in this venue is going to be historical, life-changing, and career changing, and you don't want to miss it   I'm looking forward to sharing it with you, all of your friends and your audience; September 26th, 27th, and 28th. Thanks, Steve.   Steve:       Oh, sir, thank you so much. Appreciate it. We will see you there.   BOOM!   SEE STEVE LIVE   So several years ago, I walked by a stage in a basketball stadium.   It was my college campus and I was deeply concerned with what I wanted to do in my life.   For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies."    Well, while the last one hasn't happened ... yet, Muahaha... stage and entrepreneurship have.   And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?"   Now I totally get that this feels, maybe, a little conceited here...   But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied.   I thought I'd tell you where I'll be in the world coming up.   And funny enough, just literally go over to, and it'll forward you to the next place.   I love stage and it's one of my biggest things to look forward to in my current role in my business.   From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time.   Just come say hi, and go over to

SFR 249: Leverage Information...

Play Episode Listen Later Jun 7, 2019 14:19

This is honestly the easiest way to make money from what you already do...   I've coached a lot of people now, but there have been a few times when I’ve heard the objection: "Stephen, I don't know that this could work for me?"   So, it’s time to do some excuse busting because the truth is...   You can leverage information, whatever your field of expertise is.   ...and the fantastic news is, you don’t have even have BEST in your field or EVEN the best marketer to make a decent amount of money.   In fact, there are plenty of people who are really bad at selling, but who have a good product and make great money.   Enough money to...     Massively supplement their income     Pay bills   Give up the 9-5   You can be quite bad at this and still make good cash.   … which is why this is such a HUGE deal.   So this is for EVERYBODY who says, “I don't know if this would work for me?”   My GOSH, *YES IT WOULD*   Whatever expertise you carry in this world, teach it and make a course about it.   If you're like, "...but I don't know how to do that."   There are a million things out there to teach you how.   The question is no longer, "Are the models out there?"   The question is no longer, "Do I have the tools out there?"   The question is more about belief.   I want to help anyone who hasn't launched anything yet…   If you've been following me for six months, and you still haven't launched a product yet…   Let me give a little tough love and make you aware of that.   Can I say, “Sack up?” Is that all right?   Just go for it. Launch something. Just get it out the door. You're not gonna make it perfect. You can't. You're not the one buying.   Get it out the door and start measuring feedback...   Take the pressure down and understand that all of these choices don't actually sit on your shoulders...   It's such a good thing to realize as an entrepreneur.   My ability to be successful with this is not so much on my shoulders - as far as the decision making…   All I have to do is learn how to listen to what the market's telling me to do and then put it in these frameworks and just move.   So if you’re ready, let me show you how you can leverage info to make MORE money, listen up!   THE EXPERTS SECRET   First, I want to bring your attention to a section in Expert Secrets.   I LOVE this book…   But there’s a strange phenomenon I’ve noticed.   When people quote from this book, there's an area that doesn’t get much attention… and it's this freakin’ gem that MOST people will just skip over…   I’m not making fun of anybody, but I just want you to know that there’s a piece right at the very beginning, (actually it's not even technically chapter one, it’s in the introduction)... where a gem is dripped out that I most people don’t understand...   TWO TYPES OF EXPERTS   There are two kinds of experts…   The first kind of expert is the expert who's selling information about their expertise itself. That's all they do - they just sell information products.   The second type of expert is someone who is leveraging information products for an existing business.   Information products are amazing because there are such huge amounts of margin in them.    The major con is that people understand that there's NOT a lot of cost to fulfill.   If you’ve followed me, you’ll have seen me talk about the benefits of info products versus physical products before…   There are heavy pros and cons pretty between the two of them. I don't think that it's one or the other. I think that they should work together.   But the second kind of expert leverages info in a certain way that most people do NOT understand.   One of the fastest ways that I know to blow up a company is to create an info product that sits in front of the actual thing that you do.   Now I want to share some quotes direct from the Expert Secrets Book   On page XXIII, it says:   Complicated sales will come easy because the information products will indoctrinate potential customers about why they need your products.   … I've found this to be 100% true.   For example:   People who listen to my podcast consume my sales messages waaay easier later on. That's no surprise…   Because they’ve spent time with me, watching or listening to me speak.   I’ve already given value and created a relationship, so the next step to buyer is much easier to take.   Expert Secrets goes on to say…   You'll be positioned as an expert instead of a commodity. People will pay you more for the same thing they could get somewhere else. All other options will become irrelevant. Price resistance will disappear and future sales will become easier.   That’s a very powerful point!   HOW TO INCREASE SALES   The book goes on to say...   You will be able to acquire unlimited customers for free.   ...which is very true!   I have more leads right now than we can actually handle.    For the last few months, (and moving forward), the major focus in my business has been how to actually handle all the leads that we get?   Where are these leads coming from?   Publishing.   Information products.   By design, I’ve matched up my expertise with the information space.   That doesn't mean you have to create the same kinds of things everyone else, I'm not saying that at all.   I'm saying you have to couple your expertise with info so that, (and back to the Expert Secrets)...   You'll be able to acquire unlimited customers for free. So every backend sale you make will result in a 100% profit. You will be able to grow much faster.   This book has taken me over a decade to earn through trial and error, making thousands of offers to millions of people. I'm only sharing strategies and tactics that are proven to work. Hope you enjoy the book.   (...I just love that as an intro.)   So now, I want to give you a working example of HOW this can work for any industry…   HOW TO MAKE MORE MONEY AS AN ARTIST   Recently, I had the pleasure of coaching an amazing lady. She was a musician…   This case study came from the OfferMind Masterclass; it's a fast, but powerful example.   This should be very encouraging if you’re trying to figure out if you should move forward on something like this. It’s a HUGE opportunity and it changes the whole business model as we know it. I feel weird saying it; ‘cause it makes me feel kinda biz oppy, but it's true…   So, let me ask you a question:   Q: How amazing do you have to be to make money as an artist?   A: You’ve got to be really good - really, really good.   To make money as a musician you’ve gotta be at the tippity, top, top, top - all the way to the top - in order to make actual cash.   So on a scale of 1- 5, your Artist's skill = is gonna be a five. Q: Stereotypically, how much money do you make as an artist?   A: Typically, you make no cash at all - so I’m giving it a one   Starving artist is a term for a reason.   So I might have level five skills, but be getting paid at level two - which is crazy, but it's how it is...   Here's what's fascinating…   If you were somewhat of a good artist but you chose to teach other people certain types of strategies/ skills/ history of the music piece that you've learned how to play, or whatever…   You actually can combine information with being an artist... and cash flow very hard.   I could be level one/ two at selling information, but it could bring in level four/ five revenue - it’s sorta the exact opposite. So…   Here’s another question for you:   Q: If I lead with info and sell how to stuff that’s truly valuable, what's the skill level I need as a marketer in order to make money in the info product space right now?   A: I'm going to say a one.   There's a lot of people who are extremely bad at selling but have a good product, so they still make great money…   You can be quite bad at this and still make good cash.   … but it gets EVEN better   LIQUIDATE THOSE AD COSTS   So here’s one of the things I like to do to help me breakeven with my products…   If I have a $1,000 or a $500 product to sell, (which is not abnormal for the internet)...   Historical price points around the info product space are around 500-3000 bucks.   If you have any kind of aversion to that, as I say that, in a … “URGH, I've never paid thousands,” kinda way...   Let me set you straight:   You're NOT the one buying it - SO GET OVER IT!   If you're like, "I wouldn't buy  your product at that price..."   Make sure your product is darned AMAZING - so that you WOULD buy it!   Understand that people are already buying at that price point like crazy.   We have a thousand dollar product and it costs us about $100 - $150 to generate one buyer, but one buyer is worth  A THOUSAND DOLLARS*... (and we're about to raise the price).   But we can do better than that ;-)   So we started selling a $57 product in front of our $1000 one…   And that $57 product generates 4-5 purchases for every $1,000 purchase.   Now, did you notice what just happened there?   If we're spending $100 to $150 to generate a thousand dollar buyer, but now we're doing 5x $57 upfront, that means we’ve liquidated the ad spend it took to generate the buyer.   Now it's literally $1,000 pure profit  - and that comes in multiple times a day.   MY NEXT BUSINESS STRATEGY   So having just liquidated my ad cost what should I go do next?   I’ll do what I always do and start a podcast for that particular product to fuels it.   We took all the cash that came and dumped it right back into ads to create more leads.   It's stupid easy when you start looking at numbers that way…   When you combine info and your expertise people will pay for the information because it's extremely valuable...   Has this not been valuable? I mean come on, this is ridiculous, right?   Maybe this is a little bit too intense for what I should be giving for free… but that's why it works so well.   If you want MORE…   My course, OfferLab is a year-long coaching program with me and a bunch of other coaches from my Rolodex.   It's a specific three-day event where you go through and you're highly prepared to get thing outta the door...   There's a lot of material I have you go through, it's very ‘fill in the blank…’   Then you come into the actual event and it's very work-shop-ish. It's NOT just me ‘sprekening’ ;-)   It's everything to help an individual launch their core offer.   … that's why OfferLab was built.   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   Again, that's

SFR 248: Kill The J Curve...

Play Episode Listen Later Jun 4, 2019 23:51

I'm going to throw rocks here a little bit. Ermmm, ‘NO,’ actually it's going to be mountains, boulders and things that are VERY heavy…    I'm vehemently against this idea that we need to take on funding in order to start a company.   The J Curve is what's taught in most of our education and mainstream entrepreneurship today.   Case in point, the J Curve is the very model that Shark Tank operates under.   And while I love the show, I’m vehemently against the concept of the J Curve...   In fact…   It’s time to kill the J Curve.   If you don’t know what the J Curve is, all will become clear… but first, let me tell you a story of about how to make a million bucks…   THROWING A J CURVE…   I was working with Russell on a project for one of his personal clients…   For every dollar we put in an Ads, they were getting $1.30 back out. For every dollar they were putting in an Ad, they were getting $1.30 back out.   However, one day they called, us a bit ticked off, and said, "We're barely breaking even on this?"   I was like, "You're NOT breaking even. You're actually making 30 cents for every customer that comes in."   They weren’t happy with that answer, and they said, "Exactly, we're not going to make a ton of money on that."   We were like, "You guys are missing the entire point here. You now have a machine where you're acquiring customers for free."   We’d created a bottom of the value ladder offer that was expanding their current customer base.   They already had their middle of the value ladder product and they had an expensive club as well…   But what they needed was MORE blood in their value ladder to bring people in and ascend them to their more high-end offers.   We were putting a $1 in and they were getting $1.30 back out… but they were mad about that.   We asked, “What are you mad about? This is a success."   They were like, "It's NOT a success."   We were like, "Yeah, that's a HUGE screaming success."   BREAK-EVEN WINS   … we said, "Let's think about this for a moment…” “You have a machine that’s giving you customers for FREE and you’re even gaining 30 cents …”   We told them:   “Anything you sell to those customers afterward is pure profit!”   Break-even is a million dollar scenario.   … AND now, these customers are also MORE likely to purchase anything you tell them to buy.   Still, they weren’t convinced… they were like, "What are you talking about?"   Here’s a FACT:   Second money is ALWAYS easier than first money.   A percentage of your list will ALWAYS purchase simply because they like you and they’ve had a good experience previously   We're not just tweaking:   Your offer   The way you position your messaging   But what's so incredible about the way this works is this...   STARTING A BUSINESS THE WRONG WAY?   In college, I was taught that the first things you do when starting a business are:   Write a business plan   Gather the who’s who and get people on your team   Think more about your idea and do some market research   Competitive and SWOT Analysis   Look into the probability of success and do lots of analytics.   Probably my least favorite class was Quantitative Marketing research.     I HATED that class…   And that’s literally where the phrase ‘J Curve’ comes from...   When you start your business, since there's no revenue yet,  you are expected to go into debt in order to fund the business, the people, and the systems.   There are a series of systems in business...   For example:   There's a system for:   Support   Fulfillment   Helping people actually have success.   All that stuff costs money.   At first, when I started my business, it was just me... but that's NOT the way I was taught in college.   SAY ‘HELLO’ TO THE J CURVE   In college, I was taught to get a loan and go into debt.     #EyeRoll   I would expect to be in debt until a magic moment three to five years away when I finally become cash flow positive.   Meaning, I'm not losing money faster than I'm making it.   I’m NOT breaking even; I'm just finally going in a straight line.   I'm NOT making any money, but I'm NOT losing anymore.   Then you keep tweaking and tweaking until you reach the mark where... *hopefully*... you’ve made more money than you took on to fund the business.   And *this* is literally what I was taught in college…   When the curve moves upwards enough, then you're profitable.   The moment the curve starts to get to a certain zone (see below) you can take profit - which is great. You make a lot of cash...   But as soon as you start increasing at a decreasing rate, meaning the curve starts going level, you're taught to sell.   You go into the stock market with an IPO, and you sell off your company and you no longer own your baby.   That SUCKS!   You work your face off, but then most of your decisions will be made by a board…   You gave away your business with golden handcuffs when you got a loan. That's why Shark Tank irks me.   But you can skip this entire model with what I’m showing you here. KILL THE J CURVE   Let’s go back to the ClickFunnels and the people who weren’t happy with $1 in and $1.30 back out …   Here’s the CRAZY part...   $1 in and $1.30 back out means that you're skipping the J-Curve.   It means that from the get-go, you're going up.   Is it fast? “No, but you're not losing money,” and remember, we already know that second money is ALWAYS easier than first money.   A percentage of people will ALWAYS buy your upsell   That's why this is such a big deal - that's why we freak out so much about doing this stuff.   Then when you understand more about how to create the offer and the order to build in, it means you don't have to do that VC garbage. That's why it's so awesome.   You kill the J Curve and go straight to profitability.   Even if things are level for a while and you're not making any money:   You're not losing money   You own your entire business   You're actually making your own decisions.   Merry Christmas! ;-)   So then you start making HUGE profit... and you can sell if you want, but you don't have to -  you can have cash cows like a lot of my offers are now.   Tell me any other investments on this entire planet where I can put a dollar in and get a 30% return in a week?   People boast when they get a 10% return on a mutual fund.   Seriously, think about it!   Do you know how much money you already have to have in order to actually make a living off of something like that?   In my mind, there's no other logical way to invest in your future than doing a funnel and creating an offer the right way.   I don't know another way.   LET’S TALK MONEY   … when that Facebook apocalypse thing happened a while back, it kinda jacked up our stats a bit, but before that, we had two months where we were putting $1 in and getting $8 - $10 out.   It's not as high anymore, but it's still like a $1 in and $5 out …   That’s a weekly return of 500%.   You don't take profit, if you just keep putting a dollar in, and getting a dollar back out...   Congratulations, break even is a million dollar scenario.   The asset is the list; so when you can build a list of buyers for FREE - BOOM!   Most corporate companies can't even begin to comprehend what I'm teaching you right now. They don't get it.   They're so indoctrinated in the traditional stuff that when we show them other options they're like, "I don't think that's going to work?"   And we make it happen and they're like, "Oh, snap. HUH!”   TURNING DOWN 100 MILLION!   At one time, there were a lot of companies trying to give ClickFunnels $100 million, and we kept saying, No.   They were like, "Why? We'll give you $100 million with the BEST rates you’ve ever seen."   I got to sit in the room where a lot of these conversations were going on.   I’d hear Russell and the VC guys talking, and I'd be listening…   They’d be offering all this money, and Russell's like, "We don't need it," which blew their minds.   Russell would go to lunch just to kind of humor them, and because it would make a cool story... which it did ;-)   The VC guys would say, "Come on, $100 million. How much money does it cost you right now to acquire a ClickFunnels person?"   (And these are stats from a long time ago, so I'm sure the changed a little bit.)   But at the time, as I recall, it was costing ClickFunnels about $120 to generate one trial.   Now for the SaaS software world, $120 in ads to generate on average, one trial, that's actually very, very good.   So when Russell said that, they're like, "Oh my gosh, are you serious? $120 to generate one trial? That's awesome.   Here, let's give you $100 million, and then you can just go and get a butt load of trials and lots of customers."   Russell was like, "No, no. We turned those ads off." And they were like, "Why would you do that?" He's like, "Well, because that’s coming out of our own pockets. $120, that's URRGH."   (What I'm teaching you now is the reason to come to OfferMind…)   HACKING THE VALUE LADDER   So if ClickFunnels is in the middle of the value ladder, ( and I'm using ClickFunnels as an example because we all know them), we’d create acquisition-styled funnels…   For example:   Trip Wires   Book Funnels   VSLs   Invisible Funnels   Summits   7-Day Launches   Small eCommerce stuff shipped out...   … things that generate a buyer very cheaply.   I know these numbers aren't accurate anymore, but the principle is still the same…   It was costing ClickFunnels $22 to generate one Expert Secrets buyer, but the average cart value, (because of upsells, the way funnels work and because we're dang good at creating offers), was $66.   And so, think about this…   Now that we've generated a buyer for free, (put in a dollar and get three out), 22 bucks to generate a buyer with a $66 cart value.   Divide them out, a dollar in, three dollars back out - that's awesome. I don't know another vehicle that makes that kind of cash…   And frankly, I don't know another vehicle where you can be really, really bad at it and still make a lot of cash.   Things like the stock market, (I'm not trying to throw rocks), but the majority of the time, you gotta have freakin’ ninja skills to make a lot of money - hopefully... (with flash in the pan kind of strategy to tactics).     You can be bad at this and make a lot of cash. I definitely was!   One of the first funnels I put out ended up making MORE money than I was making in my job.   I was like, "Dang. That's awesome. I really can be bad at this and still make a great living."   WHO ALWAYS WINS? I'm not just approaching value ladder design from the aspect of, “Oh, this is the good order to go in…”   You're playing with the reality that those who can pay the MOST to acquire customer always win, even if they have a worse product.   Let me explain…   If I can spend $66 to acquire a book buyer and the book is only seven bucks, I'm going to dominate those who are on Amazon who have a locked average cart value that only enables you to buy one book with no upsells and OTOs...   That's why this works. That's why what we do is so killer.   So if I generate a buyer for free or breakeven, (if I'm making money, all the better)...I will never dare take profit at this level.   Instead, I create sequences that invite them to ascend to the next step, and then... it's pure profit.   The reason why we make the money we do and we don't have lots of overheads is because we're actually marketers.   So Russell was with the venture capitalists who were trying to give ClickFunnels $100 million telling them that he’d turned off adds, that in their eyes, were very profitable   The VC guys asked, "Why would you do that?"   Russell (very clichely)  explain by drawing on a napkin, ...   He said, "We turned  those ads off and now we actually MAKE $40 per ClickFunnels trial now."   The VC guys said, "That's impossible. How are you doing that? That makes absolutely zero sense to me."   Russell said, “No no. It totally does."   REWRITING BUSINESS So let’s look at it the Expert Secret  book funnel numbers …   Average cart value in that funnel is $66   Cost to acquire was $22.   (I think the cost to acquire is lower now, and the average cart value is higher  - but anyways, those are some of the stats I remember.)   So they're making $40 per ClickFunnels trial - because, at the end of the book funnel, they say, “Go get a free ClickFunnels' trial,” and then people do - it works.   Do you understand how mind-bending this is?     This changes the entire business model - that's why I'm like so fierce with some of this stuff - we’ve gotta push it out there more.   Then they create all sorts of front ends - that's why he launched the  Network Marketing Secrets book. And afterward, Russell promotes ascends them on the value ladder for FREE. He already owns the list. He doesn't need to pay to acquire the customer again, and so, he just invites them to take the next step...   *Pure Profit*   By approaching business in this way, you can   Completely negate the need for VC funding   Completely negate the need to give up ownership of your company   Completely negate having to make decisions that you wouldn't want to make with your baby.   That's why it's such a big deal.   I started in the middle of the value ladder so that I can have MORE money to acquire a customer than my competitors.   If I sell my book on Amazon for $20... but dang it, Russell's generating $66 per book purchaser (average cart value)...   Man, he's going to wreck me. Do you see what I'm saying?   If I can spend 60 bucks in Ads (especially on a book) before I start losing money…   *GAME OVER*   Again, you can be bad, but if you're breaking even, you still can upsell your most expensive things - that’s straight up monetization.   For example...   There are several people every month who are like, "Hey, I really just want to get an OfferLab. That's the kind of hand-holding I need."   Or ...   “I don't want to have to go read the book and go through all the stuff, Stephen. Just give me the result."   READY, FIRE, AIM   One of my favorite books is Ready, Fire, Aim - you can see I have it all tabbed out and stuff...   The methods that I’ve shared are something that I've been teaching and doing for a while, but then, this book validated the crap out them.   Now if you've never read this book, and you don't know anything about it:   The first third goes from zero to 1 million -  so I studied that a lot when that was the phase I was in.   The next phase of the book is 1 million to 10 million   The next phase (I think) is 10 million to 100 million.   I spend most of my time with new people and people who are $1,000,000 to $10,000,000 in revenue - that's where most of my expertise lies for our business; new all the way up to about 10 million.   After $10,000,000, I don't deal with people too much.   Anyway, in the book, Masterson says…   (This is on page 118)   “Although your primary focus should always be on customer service, your quantifiable goal as a beginning entrepreneur should be to acquire as fast as possible, what we call a critical mass of qualified buyers/ customers.   This is the number of loyal customers you need in order to make all or most of your subsequent selling transactions profitable."   This is key.   Masterson continues:   “Your goal as a stage one entrepreneurship should be to acquire as many customers as you can to make all of your subsequent selling transactions profitable...”   It's literally the exact same thing I've been talking about here    He says:   "And if you made your primary objective and satisfaction in selling more products to existing customers who enjoyed their prior buying experiences with you, it will be relatively easy as well as cheaper, therefore more profitable.   Once you have a good number of qualified customers… (i.e., the middle of value ladder)...   Hundreds or thousands, or hundreds of thousands depending on your industry, you'll be in a really good position where almost every new product you come up with will be successful because so many of your existing customers will buy it.”   Break-even is a million dollar scenario.   *I’m gonna keep pounding that point in*   So I go in and test out my entire idea in the middle of the value ladder price point because it makes MORE sense for:   Average cart value   Cost to acquire   Ad costs are very real today.   I have flex room and I'm able to go and actually test stuff.   SECOND MONEY IS EASIER   Once you have a lot of customers, you just focus on that core offer for a while.   Then once you've got a lot of people, anything you drop afterward is highly likely to succeed.   As long as they enjoyed their first buying experience, it's highly likely that you're going to be successful.   I read this and thought, "Oh my gosh." I was on an airplane and I was like, "This is exactly what I've been talking about."   Anyway, check this out…   Masterson continues:   "Understand the dynamics of generating long term profits through the development of large circulation, low-cost products sold at a loss…”   (* NOTE ...but you don't need to do this because you can break-even)   “ upselling high-end products to this larger base."   Basically, the whole point of this entire thing is that, once you now have an existing customer base and you sell something more expensive, that's where you're going to cash flow hard.   A lot of profits.   I start at the value ladder and then move to the top, but once that’s working, and I want things to be MORE profitable; how do I do that?   I create a mechanism, (I mean, funnel/offer), at the bottom of the value ladder to acquire more customers at a break-even level - which makes subsequent selling transactions really profitable.   If 10 people out of 100 bought my middle tier product, maybe half a person out of 100 would buy my top tier...   But then, I just fill the hopper up.   Q: What's introducing a lot of these things to the marketplace?   A: The fact that I podcast.   Dang, it! I just let that out ;-)   I'm creating a relationship   I'm telling a lot of stories   I'm breaking false beliefs that I know the audience is having as they start to say things that I know are not real.   I create a story around my episode - at the end of each episode, pay close attention to whatever it is that I'm promoting in the outros.   The outros often introduce a new thing inside of the value ladder or reminds people that my product’s still there.   So I'm creating the relationship and leading with a butt ton of value. I give so much away on my podcast - it's ridiculous.   #GetRichDoGood   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    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   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

SFR 247: Acts Of Marketing...

Play Episode Listen Later May 31, 2019 24:17

"How to market your business" "marketing strategy" "product launch"   You walk into a group of people (your dream market)... what do you say and do to get their attention?   STOP!   Before you read any further, I wanna drop a truth nuke… Reading this article could either be the best thing you do all day… or a MASSIVE distraction.   ARE YOU READY FOR A PRODUCT LAUNCH?   So before you continue, I want you to answer these quick questions, (and here they are):   Have you studied Market Selection?   Do you have a Product?   Once you have a product, these are some of the Acts of Marketing that you can use to create a ton of noise when you launch.   I've been at this game for six years now,  and hindsight’s 20/20... so looking back, if I give one piece of advice, it would be:   Stop obsessing over:   Funnel types - until you have a product   Offer Creation Methods - until you’ve chosen a market   Your Dream 100 List - until you know who your dream customer is   What to build - until you know who to sell.   Last episode, I talked to you guys about how to select a market, and it's super powerful - I believe it’s where EVERYONE should start when they're trying to decide what to sell…   The big issue that I ran into in college was I was that I knew a lot of strategy... but I didn't have a product…   AND THAT’S WHY I WAS BROKE!    So if you're studying Acts of Marketing without a product…    Stop getting distracted with campaign styles of marketing. If you don't have a product yet, don't worry about this crap.   This is powerful stuff, but you don't have to know EVERYTHING at once.   CASH FLOW IS KING …    First of all, you need to learn:   Market Selection/ Market Design, i.e., How to choose your market…   Start selling before you create the product (which is totally possible).   I made six figures before my product was even done - which is super powerful. Events are the same way. The next OfferMind event hasn't happened yet, but we've already cash flowed a lot on that thing.   You can study market selection without a product, but studying acts of marketing is a distraction.   INSTEAD...   Study product creation.   Study The Seed Launch from Jeff Walker.   It's a great way to get a product out there that you don't even have built yet to get paid for…   There’s no bait and switch, your customer knows that the product isn’t created yet.   What I'm trying to help you understand is…   Acts of Marketing are very different from Market Selection   I believe acts of marketing are the second thing that you need to study. Too many people get distracted by the acts of marketing...   ...and I'm teaching Acts of Marketing today.   I’m gonna teach you how to get your product out there.   So if you don’t have a product yet,  I’d figure out how to choose your market first.   MY NEXT MARKETING STRATEGY?   The BIG QUESTION that I’m trying to answer at the moment is:   How do I sell more OfferMind tickets?   … that’s the thing that I'm trying to figure out right now, and I'm not quite sure on the answer yet; I've got a few places I can take it…   So in this instance, I'm NOT talking about Market Selection, I'm talking about Acts of Marketing… and I’m specifically talking about Launch Campaigns.   There are launch campaigns, and there are evergreen campaigns.   A launch campaign leads to a single day/ event/ time, where all the pressure is released in ONE go.   A launch campaign introduces a product to the market in much the same way Hollywood does with a movie.   (I’ll cover evergreen campaigns in another blog)   But for now, let’s take the Avengers: Endgame…   There was a lot of pressure and a lot of build up.   There were even whole movies ahead of time setting it up.   On the radio, I heard that Endgame is the fastest movie ever to gross $1 billion, or at least they're on track to be. That's nuts!   That’s the fruits of a launch campaign...   Most of the time, people don't design a launch campaign - which is why they don't ever have this BIG injection of cash.   That's why I did the OfferMind MasterClass two weeks ago, (I needed a week to recover  - it was full-on)...   The MasterClass was what we call a Seven-Day Launch and you can read about what we did here.   The seven-day launch is designed for a MASSIVE injection of cash…   And *SPOILER ALERT* -  that’s  what happened. We had a six-figure weekend. BOOM! A huge amount of cash came in…   HOW TO MARKET YOUR BUSINESS...   So we’ve just had a BIG injection of cash… Now, let me ask you a question:   Q: What would be the wrong way to use that money?   A: The mistake would be for me to take that cash as profit…   *I DON'T TAKE PROFIT*   That cash is held in reserve to   Fuel the OfferMind Event.   Fuel Evergreen Campaigns.   Events are expensive, the way I like to do ‘em .   Last year's OfferMind cost me $80 grand - this one's gonna cost waaay more.   Anyway, back to launches…   If someone says to me, "but I don't have money for ads." My reply is, “Cool, don't do ads.”   Ads are an evergreen campaign type strategy.   *This applies to any kind of ad*   Ads, in general, come under the evergreen category.   So, instead,  what you have to do is create a Launch Campaign.   The book Launch by Jeff Walker teaches you about Launch Campaigns, (the name kinda says it all ;-))   The benefit of a Launch Campaign is that you learn how to get a lot of cash.   The con is that it teaches you nothing about how to actually build the rest of the business or an evergreen campaign.   I've already done the seven day launch (and it was very successful. Almost all of the OfferMind VIP places have already gone)... so now I trying to decide what to do next to sell MORE tickets…   WHAT SHOULD I DO?   I documented my journey from leaving ClickFunnels to my first million - that happened fairly relatively quickly…   So now what I'm doing is documenting my journey to the creation and the development of OfferMind.   You're not going to learn the content, but I'm going to teach you how I'm designing the actual event and getting people to it -  which is one of the most stressful things about launching events. Here are my options of what to do next:   Turn on ads for OfferMind   Do OfferSummit   Launch   Redo the OFA sign up page   Launch a new bonus   The One Funnel Away Stories Podcast   Plan a My Content Machine Event   A Secret Project with ClickFunnels   (If you want to watch me go through all this with a whiteboard you can watch on YouTube)   Let’s break this down…   OFFERSUMMIT?   The asset of the internet is your list, so I need to develop a bigger list to pitch OfferMind to.   If you're on my list, and you're NOT coming to OfferMind, it's confusing to me. I'm not throwing rocks at anybody,  but…   *YOU SHOULD COME TO OFFERMIND*   But understand, that there are some people who didn't buy OfferMind and they're like, "No, I'm never going buy, I'm only going to take your free stuff, Steven."   ...and there are people like that.   So I can either work my freakin’ hardest to try to expand my messaging, to try and convert that person…   *Bleurgh… I HATE that*   ...Or I could just expand my list.   That sounds way better to me. So I could do an Offer Summit, get a huge list, and then promote it to that list.   I wanna interview freakin' Bill Glazer.   I really want to interview massive guys,  All the yesteryears' gurus  - I want them.   I'd love to get them to write a chapter. Who did that? Russell Brunson, in the 30-Days Book. I want to do that.   That's going to take some time to coordinate!   CAPITALISM SWAG?   I’m gonna build for the purpose of promoting OfferMind.   One of the reasons I haven't done Capitalism Swag yet is because I was like, “What does it lead to?”   I could just sell shirts, but what does it lead to from a marketing standpoint?   So I needed something built in the middle before that.   So Capitalism Swag is another launch campaign that’ll lead to OfferMind. I'm NOT gonna have the shirts available forever.   It takes time to print and ship the T-shirts.   The only I’ve seen swag be successful is it’s  treated like a launch rather than an evergreen activity.   I'm not in the shirt business, so  each time I release a shirt, they’re only going to be available for three days.   But there'll also be an evergreen aspect to it because I thought it'd be cool to be an exclusive shirt of the month - that I'm never going to print again.   The Capitalist Pig Shirt, I’ll probably leave that up forever because it's freakin' awesome - it ruffles a lot of feathers, and I love that.   It pisses off liberals, which just makes my heart sing and I sleep better at night.     So it's kind of both types of launches, but really, I'm going to use it to promote OfferMind.   OFA SIGN UP PAGE   I want to go redo the OFA sign up page in its entirety. I want it to be awesome. Does it need to be awesome in order to sell? No!   That thing's already made $110,000 just in hundred dollar sign-ups. That's insane!   That single, ‘not very design-esque, built it in a hotel room before I got on a 2CCX cruise ship’ page…   … that's the power of a bridge page. The power of creating an offer on top of somebody else's. It's crazy.   I also want to redo the network marketing one that Russell just launched. That would be cool. I would love to create my own offer around it.   I think I know what it's going to be. Super sexy… “When you buy through my link, you get all these sick bonuses!”   So the actual marketing network bridge page, that'd be a cool one to go launch.   FREE CF TRIAL?   I'm also thinking about launching with a cool bonus offer…   How cool would it be if you get a trial of ClickFunnels through me and it came with a freakin' sick offer.   A specific training on how I use Actionetics MD.   There's not a lot of training out there on it.   What if I was the guy that did that, but you got it as a bonus by getting ClickFunnels through me? That's awesome.   OFA STORIES PODCAST   Oh, you know what would be a fun one from an evergreen standpoint that’d be incredibly powerful?   It's funny because some people out there have gone out and they're using the phrase ‘One Funnel Away Challenge’. It's a freakin' trademark of ClickFunnels.   They’re gonna have a huge issue with that.   I have written permission, as their coach, to launch a One Funnel Away Stories Podcast.   I'm gonna interview tons of people who were just one funnel away:   Ordinary people   Famous people   People who were living in the gutter   ... all their stories and what they did to have success with ClickFunnels.   That'd be really, really awesome. To pull the OFA podcast off is gonna take a lot of spin up.   We republish my content machine to 22 places - so we have to set all that up!   MY CONTENT MACHINE LIVE EVENT   Another strategy that I'm thinking about using is to have a small one-day event where I teach you my content machine at OfferMind depth.   I didn't start it that way….   There are two phases to content production:   The crawl phase   The sprint your face off phase   It’d be fun to have content machine hardcore MasterMind that's like 12 hours long where I deep dive... mixed with Q&A's/workshop throughout.   If I were to record that and sell it afterward, but give away a ticket…   I could build an entire campaign around it...   I thought it'd be cool to create some sick, awesome bonuses. Really valuable stuff that I see that everyone needs that no one really makes.   Why don't I just go make that stuff, but then give it away as a bonus?   Like, “Hey, Yeah, that's just like a taste of what OfferMind is. Why don't you come get an OfferMind ticket? Here's a little discount as a thank you.”   ADS?   Ads aren't a campaign. They’re part of a campaign, but they’re NOT a campaign.   As a marketing society, we're losing the term ‘campaign.’   The 7-Day Launch brought in the money for the OfferMind ads -  so we can turn those on now. I just need to do a few meetings with my ads team.   I'm just trying to figure out the order of what to launch?   May was an insane month for me.   I spoke at an event literally every week the entire month of May, and one of was my own event OfferLab.   I wrote about OfferLab a few weeks ago - I'm NOT  just pitching you. I'm telling you how I crafted an event like OfferLab - so it's pretty cool.   ACTS OF MARKETING   I’ve been through market selection and now, this is Acts of Marketing.   I could go create a webinar just for OfferMind - that's an act of marketing.   It would start as a launch campaign, but I could turn it evergreen if I wanted to.   I have friends who sell out their entire events with just webinars… If you’re thinking, “But it's not an info product,Steve?” Yeah, I know. That's why we say you can use webinars to sell ANYTHING.   It's less about the  kind of product, than it is, what kind of campaign you’re trying to create in order to launch your product.   MY NEXT PRODUCT LAUNCH?   So what should I launch next in order to answer the BIG QUESTION:   How do I sell more OfferMInd Tickets?   I think the sickest I could create right now, (which would take some coordination) would be OfferSummit.   My Funnel Team would need to create the pages and all the stuff.   So my thought is to get my team started on that... because that actually needs to happen quite soon…   I want a lot done before I approach big people that I want to speak on it - so they can see it's not a joke.   It'll be a massive list building thing. That's a lot to do, but I think we can do it.   OfferMind's in September, so in order for me to promote, I need to do the summit in July.   My brain works like a Gantt chart sometimes. (If you don’t know what that is, go look up.)   There are a few assets my team needs to finish building the platforms for the OFA podcast just so that they're in flow and motion - which means capitalism swag will probably come before that.   MY FOCUS?   Someone is said to me, "Steve, why don't you just focus?" I am, dang it. What are you talking about’ just focus?’   I’m gonna:   Build an offer   Grow up my list   Pitch a bunch of people on OfferMind   That’s how you skip the freakin' j-curve.   This is where my area of genius is, (I feel weird saying that)... My contribution to the marketing community is Market selection/ Design mixed with Offer Creation.   I don't even know how to create offers without all the stuff that I'm teaching right now.   Unless you're already actively in business and selling, it's very frivolous in my opinion, to waste your time studying Acts of Marketing - you gotta start at market selection.   Little more homework up front, far more security on the launch.   Waaay easier to win.   No one ever talked to me about that, and after a while, I realized that I was stuck on tactics, not strategy.   When I understand some of the strategy pieces behind it...   This is far more malleable than I think people realize.   YOUR COMPANY'S SOUL   There's a book I have… the first half of it was really good. The second half started talking about the business has a soul and respect the soul of the business.   And what is the soul of the company telling you?   I was like, “This is garbage.”    A business is a system that generates a lead and fulfills on it.   That's all a business is. It's NOT fluffy junk. It's something that's designable. It's NOT all art.   I definitely have some of my art and my flair on top of it. I believe some of it's my personality, (which is a little bit forward).   However…   A lot of business is designable, that's the science of it.   Just understand that as you're doing this... So to the person who keeps asking me, “How do you give all this away on your podcast and still have things to sell?”   First of all, this has nothing to do with how things are sold. I used to have that same fear as well.   Second of all, we're just scratching the iceberg, baby. Scratching the very tip of it. There's so much more I do that I don't think people know about.   Anyway, go to, and get a ticket. I’d love you to be there.   All right... see you later   Get Rich, Do Good    Oh Yeah!   Hey, wish you could geek out with other real funnel builders... and even ask questions while I build funnels live?   Wish granted!   Watch and learn funnel building as I document my process in my funnel strategy group.   It's FREE.   Just go to and join now. Again, it's

SFR 246: How To Choose Your Market...

Play Episode Listen Later May 28, 2019 25:05

One of the most frustrating things for me at the beginning of this whole game was that I didn't know what a market was... and there wasn't anybody who could really define it for me...   SALES STRATEGY SHORTCUTS?   Usually, I don't believe in shortcuts, but if you know your market, a lot of stuff just gets answered for you… and it’s much easier to pin down…   Your Messaging   What To Sell   The Funnel You Should Build. Existing companies I work with like this a lot because it helps them position themselves in relation to their competition   New people want this because it actually fills in a lot of the questions that get asked along the way.   For Example:   What should I sell?   Who am I talking to?   What kind of sales message should I create?   Choosing the right market is one of the major things that help to shortcut the game for real.   HERE’S THE PROBLEM…   There are some things that it's obvious that I need to teach; I can see everyone's struggling with X, Y, and Z…   However, there’s an area in my brain that I've NOT  quite uncovered yet and I keep trying to reach to it.   A few days ago, I woke up at five, 5:30 and spent three hours trying to figure out what question I should be asking…   I believe that questions invite revelation; therefore, I must be careful of the questions that I ask.   I always consider the questions and ask… and who I’m asking those questions to.   For example:   Am I asking broke people questions... or am I asking rich people questions?   In fact, I have a whiteboard where I list out the major questions that I feel I should start asking. I'm NOT trying to answer them, I'm just logging that I have that question.   Then when I get a little more clarity on what I need to be asking, I go to my bookshelves…   I buy a lot of books.   … and it's because I'm trying to create clarity on what question I'm hunting the answer for, so I don't get stuck in learning loops…   I just hunt the answer.   … and I've been hunting answers a lot lately.   Half of what I do is teach people, “Hey, this is X, Y, and Z -  I see a lot of people are struggling with this.”   The other half of what I do is in a discovery realm that’s super fun mentally, but exhausting.   And there's something that I’m trying to grasp, and I'm NOT quite there yet…   HOW TO GET MORE CUSTOMERS   I used to believe that in order to have success, you needed a good funnel.   Now before anyone poops a brick, let me explain...   Originally, I’d build a funnel and then I build an offer contingent with the funnel that I’d hacked... NOT based on what the customer needs...   Then I’d build a sales message.   Eventually, I realized that I needed to be doing the exact opposite…   Instead, I need to create the…   Sales Message Offer Funnel   ...and I started teaching it that way.   However, I  quickly realized that wasn’t where I needed to start   I was like, “Wait a second, I’ve gotta go even further back; way before the sales message and get to know the Red Ocean a little bit more.”   ...and that's when I started creating my Red Ocean Analytics Checklist.   It’s a living, breathing checklist of my actual findings; I'm not taking that from anywhere, it’s my stuff.   Red Ocean Analytics, Baby!   So before I’d create an offer,  I'd go through the Red Ocean Checklist…   But then I was like, “Crap, no! We can't start at the Red Ocean, we have to go back even further because there are other oceans and other markets…”   There are ghost markets   We have to think in terms of the customer   … I have to go back even further.   The further I've gone back, the more I see that when people just follow the framework, (and not even well), the chances of their success goes way up.   The challenge is that I can tell that there's another stage before friggin' market selection that’s starting to pop out. But I can't tell yet if it's a pre-market selection or something that’s in it…   Sometimes I feel like it's ‘The Beautiful Mind’ kind of thing, “Y'all here?”   It's like schizophrenia, “Aah, pictures, patterns everywhere...”   That's my unique ability. I'm not very good at many other things besides this.   ART VERSUS SCIENCE   It seems funny for me to say, (cause I'm the “offer guy’), but I'm at a spot now where I believe you can't even make a good offer until you know…   The market you’re selecting The customer journey and where they've been previously.   I can't sell something to a customer that they’ve already gone through - and that's what I mean by a ghost market.   It's the ghost of “marketing past.’   The ghost of the ‘vehicle past’ that they've already gone through.   It’s interesting to start looking at the journey the customer is on…   You have to understand that piece…   Market selection is still an art right now 'cause I'm still learning how to describe it as a science.   I'm trying to pull the pattern out so that it's not an art.   *I HATE ART*   I'm NOT saying that “I hate actual art…” I'm saying, “I hate depending on art because art is hard to calculate.”   I like science. I like patterns because I can say, “When I do A plus B, I get C.”   I'm still learning to pull out the science piece of market selection.   … and I've gotten a lot better at it.   ACTS OF MARKETINGThe last OfferMind Masterclass was the clearest I'd ever taught about market selection.   A lot of people have already created success with what I taught - that's why OfferMind is such a big deal.   I'm not just teaching fluffy junk you’ve already heard.   So let’s talk about market selection…   Market selection fuels acts of marketing Stick with me while I explain this…   There's market selection and then there are acts of marketing.   So what are the acts of marketing?   I spent three hours going through all my books…   I wrote down the question I'm trying to answer right now and I asked, “Could this book answer that question?”   … just from face value and kinda flipping through, I’d literally throw books in different piles in the corner.   I cleared out a bookshelf and labeled the shelves:   Offers and Market Positioning   Model, Scaling and Marketing Activities   ..and those are the things that I'm deep diving into to answer the questions.   What is a market?   What are acts of marketing?   ...'cause they’re NOT the same thing.   This is where people get screwed when it comes to marketing.   They say, “I'm gonna go do marketing, so I'm gonna go post stuff on Facebook…”   To that, I say, “Grrgh, tell me some context otherwise, that's NOT marketing…”   So what are acts of marketing?   An act of marketing is things like:   Creating A Sales Letter   A Webinar   A Launch Campaign   An Evergreen Campaign   Let me explain what I mean a little bit more…   MARKETING DESIGN   Let's say that you're gonna go do a launch campaign…   You all just saw me do that with my OfferMind funnel, (we already have 200 seats sold, which is crazy).   Let's talk about what market selection means…   (Maybe I should call it marketing design? I don't know... it's actually a good way to describe it.)   'Cause we're all very familiar with this world, let’s take ClickFunnels as an example…   Anyway, if you look at ClickFunnels…   ClickFunnels is selling wealth.   When they went straight to selling wealth, it didn't sell….   That's when ClickFunnels almost became an abandoned project.   Russell had to try and figure out how to sell ClickFunnels to the right market   …. that's a very natural thing for anything that you build. You're trying to learn how to sell it, right?   Check this out…   When ClickFunnels said, “We're not gonna sell the general wealth category, we're gonna sell to people who’re convinced that websites are the way to get wealth and become anti-Red in our messaging...”   … that's when ClickFunnels became ‘ClickFunnels.’   ClickFunnels talked about the death of the website.   ClickFunnels began to sell to the Red ocean of people who are convinced that building a website is what will give them wealth…   How big is that market?  It's friggin' huge, right!   And when ClickFunnels became the anti-Red in their messaging…   Who did it talk to?   It talked to the sliver of people who were using the websites as the way to get wealth, but who weren't having success.   These were the easiest people to sell to; you don't have to convince them there's a problem, because they already know there's a problem.   Watch the way ClickFunnels grew from this…   EXPANDING YOUR TARGET MARKET   Eventually, someone would say: “Well I'm in affiliate marketing, could this work for me?”   Well, of course, it could... so we'd be like, “Let’s add affiliate marketing to the pot,’ and then that would become part of the expansion...   … and that's one of the ways to grow.   Russell didn’t try to sell EVERYBODY, he sold to people who were in affiliate marketing and already experiencing pain…   That's very different to somebody who says,”Yeah, I'm interested,” but they never pull out their wallet.   These people are:   Problem-Aware Solution-Aware Buyers In the middle of pain   They're not having all the success they want.   This is a HUGE deal to understand.   Then after we’d added the dissatisfied affiliate marketers to the ClickFunnels customer base, we went to…   B2B   Retail   ...'cause they were also asking, “Can this work for me?”   We used the same strategy and sliver by sliver, we grew the ClickFunnels customer base.   And what's fascinating to understand is that it’s a mistake to try to target tons of markets at once.   You have to have one market that acts like a big ol' anchor…   Anti-Website positioning is one of the major anchors for ClickFunnels.   And this is the reason why most people fail, (right at the get-go), before they even get to:   The sales message   How do I write a sales letter?   How do I come up with the funnel?   What's my launch campaign?   One of the BIGGEST reasons why they fail is because they don't know what market they're selling to...   *You're selling to the Red Ocean*   WHERE TO FIND YOUR TARGET MARKET   If I wake up one day and I say, “Hey, I'm gonna go sell my stuff,” and I put my stuff in a little cart, where am I gonna push my cart to? ANSWER: To where everybody else already is.   I’m gonna go to where there are people, i.e., the Red Ocean.   The Blue Oceans don't exist by definition, they're not there. It takes a long time to grow an actual Blue Ocean.   So then, acts of marketing are things that you do in *that* market…   Does that make sense?   COMPLEMENTARY NOT COMPETITIVE   I know who my market is... for me, it's ClickFunnels.   However, I'm not anti-ClickFunnels in my messaging:   That'd be *STUPID*   I'm a diehard   You peel back that heart you're gonna see gears and the ClickFunnels' logo tattooed there.   I'm the offer guy, and if you want success with ClickFunnels, you should probably learn how to build an offer, right? That's how I’ve positioned myself…   I'm complimentary, NOT competitive   ...this is very key.   So for market selection a.k.a market design - (that's really what I call this piece)...   First of all, you identify the market and you somehow position yourself to become either the…   Companion to…   Anti of...   … you need to figure out which you want.   This is all stuff I’ve discovered on my journey PUTTING THE PIECES TOGETHER   There are not a lot of books out there on this subject, and that's why I'm writing a book.   That's also why I have almost an entire bookshelf full of books around this subject, I’ve had to piece it together.   There are a few books that have gotten close or really helped close a few gaps.   But most marketing books out there have been written, how my marketing degree was created -  for corporate and big massive analysts.   I didn’t learn any kind of direct response marketing material in college. That's not what you learn in a marketing degree… I didn’t know that.   What you learn in a marketing degree is marketing analytics.   You learn a lot of quantitative marketing research, (I hated that class), and qualitative marketing research.   I learned a lot of market research, but nothing that I actually use now…   So most of the material that's out there is about that.   There's NOT a lot of material out there that is about direct response marketers or specifically about offer creation like I talk about.   What I'm talking about is very much stuff I've discovered while I've been en route.   That’s a lot of what OfferMind was about last year:   How do you know that the market your selling into?   How should you choose a mature market?   Just think about it…   I'm over here positioning…   Myself   My messaging   My sales letters   My product   Everything is in relation to the market that I’ve chosen... and if that market leaves, I’ve lost my business.   That's why a lot of people fail…   They build a product with no thought on the market that they’re selling into and where they go to market…   ...and so they just friggin' wander the village and trying to follow the veins of gold…   In my honest opinion, that's very dangerous, and it's one of the reasons why people fail!   The offer, the sales letter, the funnel… all that crap gets waaay easy when you understand this...   MY MARKET I am in wealth and my market is the ClickFunnels market.   I've helped a lot of people make a million dollars.   I’ve helped a lot of people make hundreds of thousands... and thousands of people have made their first money online, (or offline), EVER.   There were a few signals that told me that ClickFunnels is a mature enough market to sell into.   I'm selling into the ClickFunnels space, but I’ve positioned myself as an accelerant to the vehicle.   ...and I've done that on purpose and a lot of design, (and I told Russell that)... I was in his office probably like two or three months ago, and I said: “Hey, You're not just the CEO and CMO of an insanely massive and very valuable SaaS software  company that’s explosive and almost worth a billion dollars…”   ( It definitely will be at some time, you know what I mean! It's amazing.)   “ … AND you're also running a massive coaching program. My goal is to take the burden off of you in terms of ‘nerd out coachingism’.”   And he's like, “Oh cool, sounds good.”   That's why…  that's how I positioned myself in the way I have...   I'm an accelerant to the vehicle.   I'm not the anti-Red, that'd be dumb. I love ClickFunnels, you all know that.   (I think it's crazy when someone doesn’t I have a ClickFunnels trial. You can get a trial at   MARKET DESIGN NOT BRANDING   Usually, when I say ‘market design’ most people think logos: “No, no, no, bad! That's branding.”   Branding comes second   ... and when I say branding comes second, I mean it comes at no. 5,000 down the line...   Branding means absolutely zero in terms of how money is already flowing...   I’m like,” Hey ClickFunnels people:   Would you like to learn how to use ClickFunnels from a guy that was the lead ClickFunnels builder at ClickFunnels?   Would you like to learn from the guy who gets outsourced huge amounts of the coaching for what they're selling?   That's a pretty powerful position.   If someone's like, “Well Stephen, I can't be successful like you 'cause I don't have status.”   Yeah, you're friggin' right! It's powerful. Go earn your own path.   I got a few people with poopy-pants syndrome who reach out to me like, “Stephen, but I can't do that...”   Well, you're right…   You haven't worked your face off for the last six years with obsessive sacrifice to figure it out. ...but you've probably done something that I haven't, and if you haven't, it's time to cut out some things in your life...   Alright… ;-)   So there is market selection and then there are acts of marketing.   Market selection = which market is naturally akin to the thing that I'm going to sell.   Acts of marketing = what most people think marketing is.   Acts of marketing are…   Let's go create:   A Sales letter   A Sales Message   Different Kinds of Campaigns.   Most people NEVER do any market selection, and that’s why they're NOT making money…  (and that's a lot of what OfferMind teaches).   Until Next Time: Make Money, 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

SFR 245: Podcast Webinars...

Play Episode Listen Later May 24, 2019 19:17

Here's a deeper look into how I launch my podcast content and the sideways webinar I sneak in…   Marketers are event throwers.   … and you can use this strategy to your advantage in ANY content that you put out - yep, even your podcast or your blog!   I’m gonna show you a strategy that I use in my content to:     Break Objections       Build Epiphany Bridges       Build Pressure     Announce and Sell products   … it’s time to throw in a sneaky *SIDEWAYS WEBINAR* I DON’T WANNA PUBLISH   When I went to my first Funnel Hacking Live, I knew that I was prepared to do ANYTHING Russell said… EXCEPT publish!   I took 52 pages of notes FHL and in those notes, I actually wrote...   “I don't wanna talk!”   “What am I even gonna say?”   “I don't even know if I'm interesting enough to listen to!”   My very first episode for Sales Funnel Radio was an interview because I didn't know what to say.   To start with, I just published because Russell said to do it. I fought him on that for a while...   Fear of talking was one of the things tripping me up. … but then I realized, “Woah, producing content is changing me faster than I could change myself!”.   Creating content was teaching me what to sell faster than I could test things out.   I’M A CONTENT CREATOR   I’ve finally accepted the fact that I’m definitely in the content business!   One of the biggest questions I get right now is NOT:   how to create an offer   how to create a funnel   how to create a sales message.   ...instead, it’s, “Stephen, how on earth do you come up with your podcast content ideas?”   And that’s a very valid question - because I produce sooo much content right now…    (Bonus points if you remember the fish slap episode ;-) )   I’ve just bought specifically to deep dive into how I create and publish content.   There’s a third show that's about to come out, (which is exciting)… and there's a lot of strategy behind it.   However, right now, I’m going to let you in on a secret... (and I wonder if you’ve noticed me doing this?).   WHERE I GET MY IDEAS FROM...Often, I create content based around:   An idea or an “AHA!” that I have   Problems in my business and how I'm overcoming them (a fun thing to document!).   Straight up documenting the journey of what I'm doing.   ...but other times, I actually use a webinar script to create content.   Did you realize I was doing that? It’s very effective ;-)   WEBINAR SCRIPTS… THEY’RE NOT JUST FOR WEBINARS   You’ve probably seen a webinar, right?   Sometimes, when I say, “Webinar,” people just roll their eyes.   To that, I say, “Well, we're still making a ton of money off of automated webinars…   Webinars are NOT dead.   In fact, a while back, I realized that webinar scripts are NOT just for webinars - they’re for ANY selling...EVER!   So…   The question I’m gonna answer is:   How I use webinars scripts to create content without you knowing that I’m doing that?   Well, here’s an example…   During my last podcast episode, I shared all about my high-end program MyOfferLab with you...  and while that wasn't a webinar, it was very much me breaking and rebuilding false beliefs.   My intent was to...   Help you understand why OfferLab is so cool. Make you think, “Oh my gosh! This program could actually shortcut my success by a few years!”   IF I COULD LAUNCH SFR AGAIN…   The first 30-ish episodes of  Sales Funnel Radio are so bad, that in some ways, I wish I could delete them…   You could tell that I was reading them out. I was like:   ”Hey, what's up everyone? This is Stephen... uh, Larsen… Uh, you're listening to Sales Funnel...uh, Radio... uh....”.   The content was great, but the delivery sucked so bad.   (Oh, how I wished I could go back and do them again)   I probably would had deleted them if Russell hadn’t told me to keep them (and you should keep yours too)...   *It’s really helpful for your audience to see your journey because it helps them believe that the same transformation is possible for them.   My advice is:   Don't listen to yourself for a while… it's gonna bother you … it’ll totally get in your head…   You’ll start thinking: “Do I really sound like that!?!”   Naturally, I sounded really HOT! ;-)   Errrm… Sadly, NOT true!   I was terrible, “Oh my gosh,” I couldn’t believe that I sounded so bad!   The first 30 episodes of Sales Funnel Radio, I did TONS of interviews because I didn't know what to say.   I was sooo freakin’ scared of talking.   By about Episode fifteen-ish, I stopped reading everything out as much.   Then around episode 30, I started getting more comfortable with my voice and the way I sounded.   But here’s how I create my first content for SFR...   THE EPIPHANY BRIDGE   I went to page 114 in Expert Secrets...   On the right side, in the middle of the page, (geek alert), you’ll find the Epiphany Bridge Script...   ...that was literally my episode.   I wrote down all of the headings   Answered all of the fields   Deleted the questions to create the script that I’d use.   It was eight questions:   The Backstory: What is your backstory that gives us a vested interest in your journey? Your Desires: What is it you want to accomplish? The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey?   The Epiphany: What was the epiphany you experienced and new opportunity you discovered? The Plan: What was the plan you created to achieve your desire? The Conflict: What conflict did you experience along the way? The Achievement: What was your end result? The Transformation: What was the transformation you experienced?   Yes! I did ALL the Epiphany Bridge... in one episode.     Then on the next episode, I took one of the objections and false beliefs... (that I didn't answer in the main script!)...   ...and I’d just found another story.   I’d ask, “What's the cool story that helps people realize that…”     Their belief isn't real?       They need to rethink the way they're seeing the world?     “Huh... cool!”   Now, for that story, what’s the…   Backstory?   Wall?   Epiphany?   Plan?   Conflict?   Achievement?   Transformation?   And that's how I launched  Sales Funnel Radio...   However, about a year later, when I launched Secret MLM Hacks Radio I did it very differently.   MY SIDEWAYS WEBINAR   The Secret MLM Hacks Radio launch was awesome, I learned a lot from it.   I wish I’d launched Sales Funnel Radio  the same way… because it was so much better!   So let’s talk about the Sideways Webinar...   The way I launched Secret MLM Hacks Radio was totally different.   Here’s how I did it…   First of all, I  understood that people are gonna have some serious hang ups about using funnels in the MLM space!   So I started thinking about what objections they’re going to have to even just the idea of using a funnel.   I listed out all of the objections out that I could imagine   All the ideas that were gonna cause them to flip out a little bit!   AND I started to look for ways I could break those objections with my stories.   STORY SELLING   Q: What are all the major elements of the actual webinar script?   A:   The Origin story = Introduction to you   The 2nd Origin story   Story for Secret #1 = vehicle based concern   Story for Secret # 2 = Internal based concern   Story for Secret #3 = External based concern   A pitch and call to action (CTA)   So for Secret MLM Hacks:    Episode #1: was my origin story = the introduction to me.   Episode # 2:  was the story associated with the vehicle story = Secret #1     Episode #3: focused on the internal story = Secret #2       Episode #4: was the external story objections.       Episode #5, I did a call to action  = this cool little free download.     The audience had no idea that I was telling stories to break specific beliefs...   I had no following at all... and it was so crazy to see what happened!   At the time, Sales Funnel Radio was doing about 600 downloads a day.     Secret MLM Hacks had no downloads a day, but the engagement was through the roof - it was insane.   There was way more engagement from the MLM audience even with fewer downloads.   It was almost the creepy kind; aka, they find your phone number and wanna fly out to meet you!   And all because I broke their belief patterns in this way. I   It was super nuts how engaged they were.   HARVESTING FOLLOWERS   From Episode #6 onwards, I started asking a different question. I wanted to increase my audience, so I asked:   Q: Who would wanna get on this show?   A: Red ocean...C- level influencers...   Now, I'm starting to harvest other people's followings and getting them to come to me. And with those influencers, come their follower… and if the enjoy the show, they’re probably going to start listening from beginning of the show…   Which means they're gonna hit my call to action and get sent over to a registration page or an opt-in page to start building a relationship with me.   This is 100% how I launched Secret MLM Hacks and it’s way more lucrative and effective when you do it this way.   Now, I have brought a lot of my students through this process with their MLM product.   If you go to iTunes and type in “MLM”... of the first top 20 podcasts, the first six of them are my students.   Their shows are ranking at the top of iTunes because they’re breaking and building people's beliefs like crazy!   CREATING PRESSURE   Before I even launched my Secret MLM Hacks product, I’d published about 50 podcast episodes.   To start with, I just started talking about the ideas and I told stories to break false beliefs and objections.   But then, around episode 10-ish, I started building pressure for my program launch.   I started saying things like:   “Hey, there's this crazy cool project that I've been working on and I just wanted to tell you guys about it!”   … then that was it - end of the episode.   In the next episode, I’d say:   ”Hey, I'm really pumped, we've actually grabbed a few people as a litmus test to see if this project works and it's been amazing - this is kind of what happened... but anyway, that's today's episode... see you later!”   I'm starting to build curiosity.   Q: What are the two major weapons that a marketer has?   A: Scarcity   Urgency   … when used correctly, scarcity and urgency are AWESOME.   I thought I was gonna launch in October 2017, so I started building up all this pressure towards it….pressure...pressure...pressure.   I kept teasing, “It’s coming in October. I don't know the exact date yet, but be ready!”   People started commenting and leaving reviews on iTunes asking, “What is it?? This is so cool!”   #Open loop #Open loop   I wasn’t exactly sure what the product would be, but I knew it had something to do with funnels and automation.   I’d already been doing a few of those things personally... so I wasn't just making stuff up...I was doing the thing myself…   PREACHING TO THE RED OCEAN   I started telling stories about things that I hated in the MLM industry... stuff that just drove me nuts.   Things I felt that were an injustice about what was available for current MLMers.   Some people started leaving comments like, “I hate your guts, Steve... you're dumb!”   But other people started reaching out to me saying, “You’re right! It’s terrible. I hate it too!”   I didn't create the divide; I just brought it to the surface.   And when I started seeing this divide in opinion, it was a signal that I was on the right track.   It meant that when I start selling the product, people are gonna talk about it without me asking them to...   When it’s a little bit spicy like that, it means you have a talkable product   You’ve found the hot spots.   CREATING CONSTRAINTA few episodes later I realized, “Oh crap, I wanna make the product even cooler, so I’ll actually have to push it back a little bit!”   I was focusing on leaving ClickFunnels well…   Yes, I wanted to leave...but I didn't wanna burn bridges... because that would be dumb.   So then I started saying, “Hey, I'm gonna launch to January instead, but I don't know when...”   At the beginning of November, I started thinking, “Alright, if I leave ClickFunnels on December 31st... can have something ready by January 4th?”   It was intense, but it was a good constraint.   I didn't want to go a while without getting paid though. We weren’t gonna have any other income…   ...and that was some scary crap.   But that was the reality...   So, I asked myself, “How can I spin that to a positive and LEAD WITH IT?”     So I began telling people:   “I'm gonna leave ClickFunnels. I'm gonna leave my job! Watch what I do when I do this. I want you to know that the framework that I’m using works.”   It was a cajones moment...   Yeah baby…*twitch in the eye*   So then I started building the pressure by saying:   “If you wanna get on the waiting list and get first dibs on the product when it’s launched, go to this URL… Go get on the waiting list.”   I ended up getting 400 people on the waiting list before January even showed!   I started asking those people…   What's your number one question or challenge with this?   What's your big fear?   I started writing a huge list on a whiteboard with tons of:   Objections   False beliefs   Stories of problems they were running into   The things they hated   Stuff they loved   This started showing me - “Oh my gosh, *that* is where I need to sit in this market.”   Beforehand, I kinda had an idea of what my product was going to be...but I still didn’t know EXACTLY. I kept building up pressure!   MY FIRST BUYER   There was one lady who was so excited to buy in October that she stayed up waiting for the page to launch …   (I didn't know this at the time, she sent an email to me after the actual launch.)   She said, “Are you kidding me?! Why is it January?”   I was like “Sweet, that's a buy signal. We should probably move forward on this.”   She was that person on the Webinar who’s like, “I don’t care about the stack! Where is the link?!”   I thought, “Yes! Yes! Yes! I'm hitting it! Yes, this is gonna work!”   She actually started getting mad on the webinar.   I closed the chat just because she was starting to get in my head:   “You really wanna buy, but I’ve still gotta sell all these other people,! Come on now, hold on a minute!”   She ended up being the first buyer of the actual program.   Two days later, she messaged me...I think she was crying…   She said, “I forgot to tell my husband that I wanted to buy this! I stayed up all night and bought it without talking about it with him….and he's a little bit mad. I have to get my money back.”   I was like, “Oh, Crap!”   I was said, “All right, that's totally fine.”   She was sooo devastated and embarrassed.   A few weeks later, she came back…. and told me, “The most amazing miracle happened, Stephen!”   My husband was like, “You know what, you really want this thing, huh?”   And she said,” Yes, I've been waiting like six months, the dude's been dropping all this content on me like crazy!”  ( then I was Episode 60)   So she messaged me, “My husband just turned to me and said, ‘You know what? Why don’t you just go get it.’ ”   So she came back AND she re-bought it.   Now she's this HUGE evangelist…   And that’s what happens when you take care of people and build pressure in the right way by launching your content with a sideways webinar.   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   Again, that's

SFR 244: Offer Or Die...

Play Episode Listen Later May 21, 2019 31:32

I'm going to show you a deep look into the top of my Value Ladder and the offer we're selling there (and why)...   We're in a marketing economy where customer success equals the future of our companies.   … so if you can't get success for those who buy from you... you're gonna die.   So one of the questions I ask myself is:   How can I get faster results for those who purchase from me?   My answer is LIVE EVENTS… but not any ole live event - I’m talkin’ something SPECIAL…   In two days from the publication of this article, I’m gonna be running my first high-ticket event, OfferLab …   And I thought I'd tell you what it is… and why I know that it’s gonna get AMAZING results for people.   First, let me tell you why I LOVE live events sooo much!   EVENT MAGIC   There's something to good Live events that makes them extraordinary   If somebody's willing to schedule a time to come to a live event...   i.e.,   Get the babysitter   Take off work or their own business   Organize the flight and the hotel room   Take the time to show up   ....that's NOT the same kind of individual as someone who wants to download a member's area, and just consume content in their basement.   You know what I'm saying?   It's just NOT the same kind of person.   The more workshop style events are the ones that I appreciate going to the most.   I don't just want to be spoken at...   Even OfferMind is not just a ‘let's just listen to Stephen speak for three days event,’ I hate that.   I'm there to network... but it's NOT why I go.   I'm there to learn…  but I'm NOT there to be spoken at.   I really wanna do things at events that are hard to pull off on my own or that would take me a huge amount of time or money to learn on my own.   I think this workshop-style approach was part of the reason why FHAT was so successful back in the day.   THE FHAT EFFECT!   The FHAT events were small groups of 60-ish people.   It was an expensive room - people would pay 15 to 30 grand for three days.   First, Russell ran the event... and then eventually, I had the privilege and the honor of running it for him.   So people would work with me during the day and then Russell would do spot training in the evening.   It was a really powerful event.   Eventually, I began to notice this weird phenomenon, ( I didn't expect this at all), but without fail, the fastest success stories ALWAYS came from people in the FHAT event.   I'm sure there were anomalies, but that was the general pattern.   That was a powerful lesson for me because I started realizing ‘the role of the event.’   A lot of people were already successful... or they were brand new and serious…   But I think one of the reasons why the FHAT success rate was so high had less to do with whether someone was already successful… and MORE to do with *INTENT*   It was the reason why they showed up in the room.   The FHAT Event was fast, furious and very focused... it was a workshop style three straight days... and by the end, people had tangible results:     “Sweet, I got my sales message.”       “Awesome, I got my offer.”       “Cool, here's my funnel.”     And for what we didn't get done there was a ton of easy pre-built things for them to use... . We specifically focused on all the things that are very hard  to do on your own. THE DEATH OF FHAT   The FHAT event doesn't run anymore... and here's been this hole in my heart ever since.   I can’t bring the FHAT event back because it's NOT my event (it's a ClickFunnels/ Russell Brunson event), but I've always wanted to have a similar event of my own…   But I wanted to bring it back in a very different way…   I’m talkin’ Larsen style 2.0.   INTRODUCING OFFERLAB...   OfferLab is happening on May 23rd, 24th, and 25th - it's something I'm only doing twice a year - so far, I don't see a reason to do it more than that.   At its core, OfferLab is a workshop event.   Now, I know that's nothing new... but stay with me ;-)   OFFERLAB DAY#1:   After the first Funnel Hackathon event, Russell and I realized that people needed to go through a whole bunch of stuff before they showed up to the event…   Otherwise, we just ended up re-teaching all the stuff that was in the member's area.   I don't want to do that.   Why would you come to an event where I'm just gonna teach you the same stuff that you had inside of a members area?   Sooo…   Day #1 is a recap and a spot-check - people already gone through an in-depth 90-page workbook.   The last thing anyone needs is MORE content - so the workbook is focused teachings with specific outputs that build upon each other.   I want to check that people know:   Who they’re selling to   What they’re selling   The core problem they solve   Their core offer   It’s a lot of the foundation pieces that most people skip when they're doing any kind of offer creation.   I'm finding that I can't teach offer creation without going into market selection.   I don't know how it works otherwise? I don't know how to do it without that key piece.   The first thing I need to go through is market selection. Before I even think about:   An Offer   A Sales Message   The Funnel   How to launch   ... ahead of time, I need to know the market selection and positioning.   It’s a much broader, high level, 30,000 view that massively affects the kind of   Offer I build   launch campaign I run   I need to know all that other stuff, but it comes after I discover market selection and positioning.   So Day #1 is about; it's market selection, and we go through what the core problem is… It's aggressive... and we go late into the night, but at the end of  Day #1, everyone is gonna be very clear on:   What market they serve   The red ocean they're coming out of   Their blue ocean and the scaffolding to build it   The core problem that they solve (most people can't even name the problem they're solving in their business. Baffling, right?)   The core offer and how to build it and likely it will be built.   But it gets EVEN Cooler!   GETTING RESULTS   I started thinking, “Okay, but a lot of people run events like that...   “I'm Steve Larsen, baby! How can I make this different to what everyone else does?”   So we did a little brainstorming session…   I started to think about where people got stuck at the FHAT event…   We’d help people to:   Build their webinar slides - which was so cool. I mean, it was so unique.   Give 'em things for the funnel   Put together their offer   Think through a lot of their positioning inside of the market.   BUT…   One of the things I noticed that people struggled with after they had those things - was when the rubber meets the road at the launch…     At that point, most people can't just push that baby outta the door…   … which leads me to Day #2!   OFFERLAB DAY#2   Day #2 is all about Lucrative Launch Campaigns...   I'm specifically focusing on the most lucrative styles of launch campaigns that I see over and over again, regardless of what they sell/ industry/ product/ price point/ online/ or offline…   What are the launches that pretty much always GUARANTEE a win?   I love Jeff Walker, he has ‘Launch’... but that's teaching one specific style of launch.   The book Ask by Ryan Levesque, (love the book), that's really one style of launch too.   Those are great ways to launch, but there are lots of other ways too.   I just used a bunch of different launches myself…   So on Day #2, I'm gonna teach launch strategies - ‘now that you know the core of your business, who gives a crap unless you can cash flow on it.’   Cash isn't king, cash flow is king.   So taking the core offer that they’ve built - what's the quickest way to cash? That's all I care about now!   Now it's time to make money. Right now, of the 30-ish people coming to OfferLab - about half are new and about half have an existing business.   That's the beauty of what  I've chosen to teach…   It's NOT just for somebody who is a killer with an existing business -  it's for EVERYONE. LUCRATIVE LAUNCH TO EVERGREEN There are two different types of campaigns…   The Launch Campaign   The Evergreen Campaign   Most people run straight to the Evergreen Campaign and just turn on Facebook ads.   There's nothing wrong with that, however, you stumble over a ton of cash if you skip the Launch Campaign - they're very different creatures.   So on Day #2, we cover…   Here's how to have a lucrative launch campaign Easy ways to turn on Evergreen-style campaigns.   MY CONTENT MACHINE   However…   The thing I'm most excited about on Day #2 is the insane deep dive on my content machine. … there's a lot to it.   There's far more to my content machine than, ‘let's just repurpose this stuff and publish it all over the place.’   If you guys really watch what I'm doing with content...(it makes me sound conceited)... it's freakin' cool.   I'm gonna go into insane depths about my content machine and actually help people to create their own…   I understand that a lot of people are gonna be scared to publish. I get it - I was too.   I know a lot of people are gonna be scared to repurpose... I get it.   I know a lot of 'em are gonna be like, “...but Stephen, you're spending 20 grand a month on your content machine. Do I have to do that?”   *NO YOU DON’T*   We can help everyone implement  - no matter where they are...   Now, this is as far as I thought through when I first started selling this program, but I was like, ‘ lacks a certain pizzazz.’ RED TEAM/ BLUE TEAMI think one of the best things anyone can do with their offer is to play devil's advocate.   It’s time to look at your business and ask:     “Why does my business suck?”       “What are the things that can be improved?”     I never look at my business like it's perfect -  there's always something wrong with the baby, right?   I look in my business and ask:   What’s not good?   Why would I NOT buy my own thing?   What’s lacking sexiness?”   That's one of my secret weapons.   I Red Team/ Blue Team my stuff all the time - I didn't realize that's what it was called until I heard Tim Ferriss say that in an interview once. In the army, we'd call it War-Gaming - one side attacks while the other defends.   You go as hard as you can at each other...   It's interesting what you learn when you Red team/ Blue team your stuff -     There’s a similar scenario that comes from the coding world as well:   I'm gonna try to hack your stuff   I'm gonna try and defend it   ...who wins?   CREATING INSIGHTOne of my favorite things is to put headphones on and listen to a playlist I have called Insight Music - I just walk around thinking…   I like to brainstorm; there's not necessarily a topic. It's one of my favorite things on the entire planet to do.   I can't wait until I have more business structures built inside of my company so I'm doing that all the time. That's where my zone of genius comes out.   Anyway, I did that for OfferLab - I was like, “What else could we do?”   … and then it came to me!   The thing I hate about most events is that when they’re finished I can't say, ‘This is what the event helped me to create.’   A lot of times, I don't know what the outcomes from me having gone to the event are?   That was my biggest fear with OfferMind.   I believe that one of the reasons why OfferMind has been so successful already was because I focused on what you’d be equipped with when you leave.   I want you to be able to say:   “This is what happened.”     “This is what I've done.”       “This is why things are different.”       “The common denominator just changed.”       “Things actually upgraded.”       All ships rose because I went to that event.”     … and I definitely want that for OfferLab too.   So I was thinking about how to create an event that people walk away from saying:   “This is what I did. This is why it was all worth it?” So what we decided to add Day #3…   OFFERLAB DAY #3   It was ALWAYS frustrating to me whenever I'd see some successful guru something achieving. I'd be like, “Well, of course, they can do that, they have…   A List   A video person that's awesome.   Thousands of dollars to spend on awesome headshots.   I felt so outclassed. I couldn't function, I couldn't perform or compete in this space…   It was a false belief, but it was my belief.   ...and maybe you've been there?   If you're like, “Well, I can't compete because it's Steve Larsen.”   Man, I wasn't Steve Larsen until two and a half years ago.   … so I get it!   So what could I do? How could I arm people to overcome that limitation?   If the whole goal of OfferLab is to increase the value of one's core offer or help build a core offer - what can I give them inside of their core offer that’ll be a massive, huge accelerant?   Does the sale depend on a logo? No, but what if I helped them get one?   Does the sale depend on professional headshots? Absolutely not, but what if I was to help them get that?   It's cool to have the nice splash graphic, even though it's NOT why they buy - it does help.   So I've been listing a bunch of cool assets   … they are NOT the reason the sale happens but they are still assets.   It's still nice to have a cool logo - even though it's not what cause the sale.   So there are all these assets that I felt outclassed because I didn't have; what if day three was asset day?   So that's what we're doing…   ASSET DAY   I went through all the people who do my...   Headshots   Videos   Logos   Motion graphics   Images   A lot of design styled stuff   … all the stuff that makes this Core Offer come alive.   We're putting everyone into a limo, (I can't remember what kind it is, but it's BIG) and driving them to see all these people.   I grew up in Denver, Colorado; I would never have guessed that Boise, Idaho has this much tech... but it really does.   ClickBank is here... is here... ClickFunnels, obviously - it’s a very entrepreneurial space.   I'm not gonna lie, I was like, “Boise, Idaho? I had potatoes yesterday.” I had no idea...   A lot of the times I'd be watching Russell create assets and before that, I didn't even know that I should think about having someone to do that for me...   It’s been cool is to list out all the assets that I see most new entrepreneurs or existing entrepreneurs want.   And even though it's NOT the thing that makes the sale -  a lot of times it's what gives the new one's confidence.   So for the first half of the day, I'm actually gonna take people to…   Get their headshot   Tell their origin story on a beautiful camera   Get their logo done   Have a splash graphic done   … all the assets that really help the core offer.   It's less about making it sell, (I didn't have any of that crap beforehand), and more about confidence for the entrepreneur, whether they're new or existing.   MEET MY CONTENT TEAM…   Then I was like, “Okay, how can we make it even sexier? One more step of awesome.”   When I was studying to become an officer in the army, a very common style of training was the round robin.   Station #1: you're gonna learn grenade throwing.   Station #2: you're gonna practice buddy-bounding, (one guy shoots,  you run forward, and then you shoot to keep him forward).   Station #3: you're gonna focus on how to call for Medivac.   They're only 15-20 minutes stations, but in two or three hours, you get this baptism in each one skill set.   Then the next week, you did the same thing until you got better and better.   I was like, what if we did something similar?   So I invited my entire Content Team to come and round-robin for 15-minute fast spot-check coaching session  - it's like speed dating.   That's a freakin' massive deal!   They will look at your content and say, “This is the reason why your Instagram isn't growing.” BOOM!   ...then you get back up and you go to the next person and they look at your ad account or at your platform...   “Hey, this is the obvious sore thumb - just change that.”   How sick would that be!   MY HERO TEAM   Then I thought…   “What if I had my hero team come in?”   So you have NOT just the content team, but the actual people who help me set up other aspects of the business.   The people who...   Spot-check systems in my business   Run my finances   When I first started in this game I felt like  “I'm not gonna make it. I don't know who the best of the best is?”   That was my thing.   I was moving forward, but my biggest hang up the majority of the time was, “I don't have money but I have time, dude. What am I supposed to do? I don’t know who to ask?”   Anyways, how cool would it be to have my…   Facebook ads person   Business systems person   Financial people   They do all that stuff for me... 'cause they love it, and I don't! That's great, right!   So now there’s a round robin with my content machine and my hero team as well.   It just keeps going….. it's freakin' awesome!   THE OFFERLAB LOWDOWN…   Here’s how I set stuff out for OfferLab...   You need all the stuff on Day #1 and Day #2   You don't need a Day #3 without  #1 and #2.   You especially don't need a Day #2 or #3 without  Day #1.   Day #1 is where you figure out…   What the heck you're selling?   Who you're selling it to?   Why they want it?   The core offer that you're doing...   The core of your entire business...   Don't even worry about anything else in your value ladder until you've got that - until it's proven - until people are buying it CONSISTENTLY.   You're not the business... you're not the funnel.   *DON’T MOVE ON*   Then you go onto Day #2 - which is very much bringing it to market.     How do you actually get cash?       How does it sustain those Evergreen models?     Really what keeps a blue ocean and a new product alive is content - so if you're not publishing, no wonder you're dumping so much money into ads!   You gotta publish.   So I'm gonna go deep into that and help them actually design a content machine, both starter and eventually the one you're going to grow into.   Finally, Day #3 is Asset Day:   Let's get all the assets together to help make that core offer alive so it can live and breath.   You want people to see it and be, “Oh my gosh!”   I don't care what you’re selling, you still need a lot of the same things regardless of what you're selling.   On top of that, spot-check coaching from the who's who inside my personal Rolodex.   This is happening on Thursday, Friday, Saturday - there's no room already -  you need to come through the six weeks ahead of time…   That's why I'm doing this episode.   The next one will not be for a couple of months, but honestly, if you're brand new, that is a blessing…   It gives you a chance to go through everything.   We focus on it week by week. I'm on weekly coaching. I have other people come in looking at your funnels, looking at your offers.   I have people coming in holding your feet to the fire, “Did you get that asset done? Did you get this output figured out?”   It's not a cheap program for me to run, but it's highly effective... and it was after the FHAT Event that I decided, “I want my own style of that event.”   Very few things on this planet have ever got that level of results for the customer than a well thought out live event.   … and that's why I'm doing OfferLab this way!   So, guys, I'd love to have you come to OfferLab.   Go to   It’s NOT because the guy who was selling wanted soooo much money - it was ridiculous!   I was just like, “No, I'll just put a ‘my’ in front of it, and buy it for 12 bucks!   So go to to jump on the phone with us and we'll look through your business and see if you're a good fit.   It's not a joke, it's a real application!   Anyways, love to have you come to the next OfferLab, (which won't be for a couple of months, but now you know),  go to   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   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   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

SFR 243: CASE STUDY: 7 Day Launch...

Play Episode Listen Later May 17, 2019 36:15

I thought it'd be cool to document what is happening during our 7-day launch of OfferMind Masterclass. The good and the bad…   One of the biggest reasons I've noticed people don't have success with launch campaigns is NOT because your…   Product isn't amazing   Offer isn't good enough   Sales message isn't doing its job's literally the way that the campaign is brought to the market.   A lotta times, your products are already good - it's just that you don't have a launch mechanism, and you don't understand what a funnel really is…   ...and that's why you don't make a lot of money.   So here’s how I’m gonna help you:   What I’m about to do next is a little bit different - it’s in 3 different sections that span 7 days   PART #1: I’m gonna walk you through a simple 7 Day Launch that I used to sell my OfferMInd tickets - I’d never seen anyone one sell tickets like this... so I thought I’d give it a go.   PART #2: Is kinda a mid launch check in to give you an update on how things are going - what’s working and what’s not!   PART #3: Reviews the campaign as a whole - how did it go, what I learned, and what I wish I done better?   HOW TO LAUNCH A PRODUCT HOLLYWOOD STYLE   You can learn a lot from Hollywood - if you watch the way that they bring movies to the market  you’ll notice that the pre-sell is EVERYTHING!   If the first time you ever hear about it a movie is on the day of its launch - that's a HUGE failure!   You often see weekend box office sales hit 100 million dollars - that wouldn’t happen if there wasn’t a lot of pressure built up ahead of time.   … and yet many marketers often have a ‘build it and they will come attitude’ and they launch their products without putting any thought into the campaign.   I want to show you how to STOP leaving money on the table!   CHANGING BELIEFS At the core, markers change people's beliefs. However, the act of marketing, (a lot the time), revolves around creating campaigns…   And...   CAMPAIGNS ARE A DYING ART!   I love Frank Kern's most recent book called Convert…   Frank says, “These are campaigns... and I believe the campaign is dying.”   … and I was like, “I DO TOO!”   (Many times, I’ve ranted about people are forgetting what campaigns are - and that they think a campaign is just a Facebook ad)   So I want to show you how we launched the OfferMind ticket funnel by creating a ton of noise, Hollywood style campaign...   My subtext is that I hope this will incentivize you like crazy to join my programs - because we actually do what I'm teaching.   I'm not just re-teaching stuff that I heard from somebody else - we're actually actively doing this - which is very important to me.   CREATING A (PROPER) LAUNCH CAMPAIGN   The first time I ever learned this strategy was when I was working at ClickFunnels. Russell was hanging out with Brendon Burchard, and Brendon has this thing called The 7 Day Launch.   Now, this is Brendon’s thing, and you should totally go learn it from him…   I'm just gonna teach you briefly how I'm using some of the launch principles to sell tickets to OfferMind.   If you guys went to Funnel Hacking Live a couple of years ago, and you remember the documentary funnels, it’s very similar to that funnel style.   At the time of this going out, OfferMind tickets are available - so if you go to you can get tickets, but we're expected to sell out pretty quickly.   I'm psyched about it - so go to to see if there are any tickets available.   Now, back to the Hollywood launch…   I realized that if I just saying: “Hey, OfferMind Tickets are available…”  is kinda an anticlimax…   … and I don’t want it to be that way!   You see, marketers are event throwers - whether the event is physical or not.   I'm NOT saying you have to pull out the stops and throw an OfferMind to be a marketer,  that's not what I'm saying at all...   However…   To be a good marketer you have to be good at creating pressure, and then releasing it in a single direction. Anyone who can do that... has A LOT of power.   CREATING A PRE-FRAME   Recently, I went Jeff Walker’s launch event, and I got so excited just during the first half of the first day, 'cause honestly for half of the first day, Jeff did nothing but pre-frame the entire crowd.   I didn't know you could pre-frame that long, and frankly, it was very impressive.   The event is three days, and eventually, Jeff sells you into his Launch Con Program, and ‘cause I'm a Funnel Hacker, I bought the program to see how it works.   I love Jeff Walker - the book Launch plus DotCom Secrets is what finally helped me create success.   There’s a BIG lesson because I learned about funnels and launching rather than product creation.   Anyway, at Jeffs event, I took two full pages of notes of watching what he was doing… and for two-three hours, he did nothing but pre-frame.   The entire first session was just pre-framing - it was crazy nuts!   At the same time, I was thinking through different campaigns that have worked incredibly well...   I got a 2 Comma Club Award for a project I did for Russell using the 7 Day Launch campaign…   (It was for the first Two Comma Club Coaching Program where I helped organized Russell's stuff a little bit.)   … so I was like, “Why don't we ‘launch’ OfferMind tickets using the  same funnel!”   As OfferMind is a two-day event,  I don't have the luxury of spending half a day pre-framing…   So instead…   I decided to use the 7 Day Launch strategy to NOT only launch the tickets but to also to act as a pre-frame.   So that's what I’m gonna show you now.   I want to teach you the campaign and show you how we used it.   THE 7 DAY LAUNCH - PART # I:   The 7 Day Launch kinda looks like this…   Now, as we move forward, there's gonna be a few things that it would be advantageous to watch on YouTube.   If you go to it’ll take you to my YouTube channel where you can watch if you want…   So there's…   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   Sunday   So, what I did was I created a single page funnel - I added a second page, simply because I added a share element from UpViral - but you don't actually need to do that.   The first time I built one of these funnels was for the Experts Secrets Masterclass   There was an Experts Secrets Masterclass that we used a 7 Day Launch for, so I was like, “Why don't I do an OfferMind masterclass?”   … and so was born.   PRODUCT LAUNCH # DAY ONE   So on MONDAY, I built the page and promoted it.   My goal was to have 2,000 people registered.   To start with we did one email drop and one Facebook Live, and we got about 700 people registered.   Then I had the rest of the day to keep promoting - so, day one, promote, promote, promote.   PRODUCT LAUNCH # DAY 2   #More promoting… PRODUCT LAUNCH # DAY 3   About a week and a half ago, I did an Ask Campaign where I asked everybody in the group, “What do you struggle with when you're creating an offer?”   I had no idea how reactive that would be.   BOOM! There were 150 comments and HUGE awesome sample data!   I had no idea some of the things that people were struggled with in Offer Creation…   So I took the top five topics and split them into session content.   The first two sessions were on day #3  at 10:00 a.m and  2:00 p.m.   PRODUCT LAUNCH # DAY 3   Session #3 is at 10:00 a.m the following day   (I'll come back to session four 'cause that's a little different - but it's still 2:00 p.m on day #3)   PRODUCT LAUNCH # DAY 4   Sessions #5 and #6 are at the same time the following day     My pitch is for the Masterclass is:   “Come watch me as I film my next course OfferMind Masterclass live in front of a live audience.”   … I’m answering a lot of the questions that people have had as they've gone through last year's OfferMind event recordings.   What's powerful is that this not a top-level Ask campaign anymore, it's getting more detailed.   People are like, “Hey, about this scenario, where does that work?”   ...and I'm like, “It's a good question - you're not the first to ask that. I didn't realize that was a general question. Here's the answer.”   So in these five sessions, I'm just teaching and answering questions. I already have content planned out. It's NOT just a straight Ask Campaign styled course - I already know what I'm gonna teach.   However, the Ask campaign validated and helped fill in holes that I wasn't thinking about.   Sessions one, two and three, I'm breaking down a lot of vehicle, internal, and external related beliefs.   BACK TO SESSION #4   Can you guess what session #4 is gonna be?   A: It's gonna be a whiteboard webinar.   Q: What's it gonna sell?   A: OfferMind   I'm using 7 Day Campaign structure to launch the next thing in my value ladder -  which is OfferMind.   I believe everybody should come to OfferMind -  it'll shortcut tons of stuff in your life...   So session #4 is a webinar….   It's NOT a traditional webinar, I'm gonna do a share from my whiteboard - there are no slides, nothing else.   There's an offer that I created around getting a general ticket for OfferMind and I'm just gonna take that offer, and put it on this whiteboard and sell it.   It's really fascinating because this is a live class meets a webinar funnel.   PRODUCT LAUNCH FOMO   During this masterclass, I'm gonna teach for three days for almost six hours each day.   Part of the strategy is that people are NOT gonna be able to be with me the whole time.   It's a lot of content for me to teach, but in reality, there’s barely enough time for me to teach ALL the things that I want to.   it's gonna be a long time, and it's gonna be some of my best stuff - kinda an abbreviated OfferMind. And here’s the catch…   After the launch ends, I'm NOT gonna sell this masterclass in other places… (it’ll probably be a $300 - $400 OTO or upsell some low-end funnels), but it's not gonna be something that I sell generally…   So my pitch will be:   “Go get OfferMind, and get this course for free - ONLY until Monday at midnight.”   PRODUCT LAUNCH # DAY 5   After the webinar,  the sessions are still gonna be teaching and answering questions, but the stories I’ll tell are to help break additional vehicle, internal and external related false beliefs.   They’ll also be reminders that:   “Hey if you want this course, you can get it FREE when you buy OfferMInd.”   Recordings are not gonna be available.   The replays get taken down each day at midnight   PRODUCT LAUNCH # DAYS 6 & 7   At the end, there’ll be the scarcity urgency closeout sequence that you normally would put at the end of any webinar…   So for Saturday, and then for Sunday, it's all the sequences that are pushing them out…   Then Monday at midnight, BAM, it's done!   CREATING NOISE   For this to work,  I have to create a ton of noise!   My Offer business has an email list of over 15,000 people... and I'm pinging all of 'em - we're hitting all cylinders on this.   For three days people can watch me film my course   Then to keep the course for FREE - they have to get an OfferMind ticket.   Finally, the course will then be taken down, and no one else will get it.   The beauty of this is that it’s true urgency and scarcity. I hate fake scarcity and urgency, it's stupid - this is real.   OfferMind only has seats for 1,038 people, and there's already way over that on the waiting list.   Sooo…   That’s the end of PART # I…   Now we’re going to PART #2:  to find out how EVERYTHING is going.   THE 7 DAY LAUNCH - PART II:   Welcome to PART #2 of me documenting the 7 Day Launch for the OfferMind Event funnel.   Oh my gosh, I'm not gonna lie, I'm so freaking tired.   I have one of those Oura Rings -  and one day, I spent 800 calories just teaching … and another, I think it was close to 1,300. It’s ridiculous!   My voice is hoarse and croaky…   This on top of the One Funnel Away challenge, “Oh my gosh, I am wrecked.”   I've had to call a few audibles throughout this... and that's always expected in anything you launch, ever.   So let me just bring you through my studio setup real quick here…   The first time I ever watched Russell create and do a 7 Day Launch, he had this amazing camera crew, and there were all these people running around, all over the place.   There was this big ole' crew going down, and it was awesome -  it was impressive!   We have a picnic table with some boxes, and my laptop sitting on the top.   The room is a mess 'cause we had to restructure it real fast.   Then we have these ring lights, this backdrop light over there, and another light that's just pointing into the corner - so that everything looks kinda level on the actual Sales Funnel Radio backdrop.   We have a boom arm that's being held by a bunch of weights from the garage to weighing it down ‘cause the little clamp on the side wasn't quite big enough…   The place is wrecked!   You’re probably thinking, “Man, he's a freakin’ pig.”   ...and, yep! In the middle of launches, I stop adhering to general cleanliness standards.   In the middle of a launch, you do all sorts of crazy stuff. You go the extra mile to make sure crap happens.   THINGS ARE NOT GOING TO PLAN Today, I was supposed to launch the actual OfferMind ticket funnel, but as I started looking at the last few things needed in order to actually finish it, I was like:   “There's no way. There are too many small particulars for me to launch this comfortably right now.”   If I just go one more step further, it'll make it easy for us to manage, and that's what I want.   Which means, again, I'm only gonna sleep a few hours because I'm gonna go finish the event funnel.   I have a funnel team, but I'm finishing is that last 20% that sucks to finish.   These are my notes on what I need to finish for the OfferMind funnel... and there's A LOT.   This is actually how I started doing it while I was sitting next to Russell…   Take a piece of paper and draw the funnel Grab a different color and inside of each of the boxes, I’d write down what needs to be finished before the funnel’s ready.   ...and that's kinda the pattern I go through to see what need to be done. I’ve just barely brought them through how I've developed and designed a sales message and offer at the same time using My Core Offer Model, XAVIER.   When Russell did the 7 Day Launch, session #4 was when he did his big drop... but I need one more night - I gotta finish this, these last few pieces here.   I'm hustling hard to finish it.   SIMPLIFY TO WIN I'm in the simplification phase of funnel launching.   You start by thinking, “I'm gonna do this, I'm gonna do this, I'm gonna do this, I'm gonna do this,” and now, I'm in the phase now where I'm like:   “Okay, that was a cool idea, but it's completely unrealistic now.”   The first three sessions were just deep dive teaching, and then I was planning to finish the funnel in the one hour break I gave myself each day…   *IT’S NOT GONNA HAPPEN* So we're gonna do it tomorrow morning.   We’re gonna hide some elements so no one knows they're there, and finish 'em later, so we can just launch.   That's totally what we're doing right now, and that's exactly how we're handling it.   So in installment #3, I will tell you how it went! What is kinda ninja, in the OfferMind Masterclass, (as I'm teaching how to go create a sales message and an offer), I used the example of:   “Let's act like I'm trying to pitch you guys into coming to OfferMind!”   So then I asked:   “What false beliefs would you guys have if I said you should come to OfferMind?”   Then I broke and rebuilt their beliefs throughout the whole thing... it was awesome.   About halfway through,  someone was like, “Wait, you're doing this on us now!”   ...and I was like “Ha, gotcha!”   THE WHITEBOARD WEBINAR   Tomorrow,  I'm gonna tape pieces of paper on my whiteboard to hide the offer, and literally, do a whiteboard webinar selling OfferMind.   It's gonna use EVERYTHING I've taught them up to this point. It's this awesome culmination - I'm really pumped about it.   We’ve had 200 people consistently live with us every single session, (there’ve been two sessions per day), but what's fascinating is that within like six hours, there are another 1,000 views per session - it's been crazy.   Last night, before I went to bed, I took the videos down at midnight, ('cause I said I would), I want there to be real scarcity and urgency.   I hate fake scarcity and urgency.   … there were 3,000 views from yesterday's two videos!   All I'm telling you guys is that if you're gonna go in and do this kinda thing, all you need is …   A Boom Arm   A Box   And... A Coulton   Look at him over there...   Coulton's don't grow on trees.   He's been moderating and kicking out all the psychos with small mind syndrome - so that they get outta my life and my audience FOREVER.   He's the heavy that kicks people out when they become jerks on the chat:   “Wow, this doesn't work,”  and I'm like, “Yeah, you're gone.” I'm not even gonna go there.   Coulton’s top takeaway so far...   “Simplicity is key. Just the clarity that everything has come through with you teaching it, to all these people, like it just shows that it works”   Cool stuff!  I'll kick this back on in probably about 24 or 48 hours to document the aftermath of the whole thing.   PART III   This is PART #3 of me documenting the 7 Day Launch, and I wanna show you guys what happened…   It was Super Successful.   First of all, let me tell you how completely exhausted I was by the end. It took me two or three days to recoup.   Normally, when I'm talking on stage, it wouldn't take me that long... but I mean this was really aggressive speaking.   When it was all said and done, I think I spoke for about 15 hours in three days, and I was finishing a funnel in the evenings -  so it's not like I was totally relaxing or anything…   I'd go sleep a few hours, and then I would get up super early to finish the funnel - so it was A LOT.   So I'm actually gonna walk through what actually happened.   MY LAUNCH CAMPAIGN STATS   Okay, check this out...   *This is between the dates of April 17th to the 24th 2019*   You can see that it actually performed quite well - it did everything I hoped it would.   What's interesting is the cart value was actually higher at the beginning of the launch. Towards the end of the launch,  it actually started dropping - which is kinda fascinating.   This is NOT the first time we’ve launched these the OfferMind tickets - there are more tickets sold beyond that…   We're actually about double that as far as seats sold.   This morning, I got a message from Russell, (which was really cool), saying that this was the 7th highest grossing funnel in all of ClickFunnels yesterday -  so it certainly worked.   We made a lotta noise and a BIG ole' splash. OFFERMIND TICKETS There are actually four different ticket prices, and then a bump...   if you look, you can see that some people have a discount, (here are the discount ones right here, across the bottom), what's interesting is that not a lot are taking the discount.   There are actually more people buying without the discount  - which I thought was fascinating.   These two here, that it says bundle, (right where my fingers are), that is is that’s a phone call that we're giving away for free.   So people put in their information, and we're gonna chat with them.   Significantly more people are choosing to get the phone call than not.   ... which makes sense, right?   It's actually funny to me when they say, “No.”   On a few of 'em, I'm just gonna call 'em live - I thought that'd be kinda fun to call 'em live, 'cause I don't think they're expecting that.   So as far as the actual bump goes, which is them buying the funnel…   (This funnel cost me 17 grand to build, only because I got a sick team and they're really good, which also means they're very expensive).   … you could buy the funnel (and get the thing that cost me a lot of money) for 147 bucks - which is really cool.   I am shocked that's only 19%. I thought it would be closer to 30% - so it’s a little bit lower than I thought it would be... and maybe it's just that we're so inundated with the share funnels nowadays…   … but this is NOT a normal funnel - so I don't know.   I was a little bit shocked by that, but eh, whatever.   Let's see, looking at the VIP offer, VIPs are going quick, (this is not reflective of the other VIP tickets that already sold in the past)...   So a 41% take rate is pretty insane!   Next, the Capitalist Pig ad book…   So there's an ad book that we're offering, 13% for a second OTO, it's actually not bad either.   Soon there’s gonna be an additional product on top of this; I don't have it turned on yet, it's a two pay option that we’ll turn on very soon - so I think that should increase that.   So it's going well…   On top of that, I have a Thank You Page Webinar, and so of 97 people who have bought a ticket, four have gone in and purchased - which is still pretty good…   It's a $1,500 thing, and they get a 50% off coupon with it.   It's a pretty powerful campaign that we ran.   One thing that I will mention that's been fascinating is that:   The moment the campaign was over, pretty much all buying stopped, and this just attests to the principle that if you build it, they WON’T come.   … that's like the stupidest line on the planet.   I was doing some consulting with somebody, and they vehemently were very much about that phrase: “You know, Stephen, if we just build it, we know they'll come.”   I thought they were joking, and I didn't know that they were dead serious, and I started laughing.   I was like, ‘Yeah wouldn't that be nice if that was true!”   I had no idea that it was the CEO, and some of the major people in the company, and I was straight up laughing at his face, and then I explained myself, I said, “That's NOT true!”   We got another sale today, which is great, but like one sale today verses like the 96 that came in in the last couple…   They're not small ticket prices either - that's almost six figures.   Actually, with the other funnel, we've collected well over six figures for this now. It's a popular event, we're really excited about it. We got a lotta cool people coming - it's gonna be fun.   It's just funny, the moment the campaign's over, the buying stops. It's still open, it's still up, but the buying stops. So the next thing we're gonna look at:   What other campaigns can we run?   Running Ads   Doing a summit   I have, and I'm gonna go get the big who's who of the industry to come in and teach us how they create their offers - that should be probably June and July-ish.   Anyway, there's a lotta like smaller to like micro things…   I'm gonna piggyback on the back of other affiliate promotions… there are secrets... I don't wanna tell you guys everything ;-)   ... just watch what I'm doing.   But it's just fascinating, this has really pushed back to the lesson the moment the campaign's over, the sales stopped the sales - that's buying behavior.   And so when someone's like, “I don't know if I wanna do scarcity or urgency,” I'm like, “Well, be prepared to not sell anything.”   As far as the lives, there was always about the same 200 people on with me every session... but by the time 12 hours had passed, it had been watched almost 2,000 times per video.   People loved it, they ate it up.   I had a lotta big friends, who are larger than I am, reach out and they're like, “What is it that you're doing?”   I got a lotta people I respect reaching out asking me questions. It was validating.   So, anyways, it went really really well, and we got a lotta noise from it.   Everyone and their mom heard about it   We did a 7 Day Launch to launch tickets - I hadn't seen anyone do that, so I was excited about it. It was hard work, but it's one of the easiest campaigns to run.   Energy wise it was challenging because you teach like crazy, but it was still one of the easiest things for me to go pull off -  it's a single page funnel.   1,800 people, I believe ended up joining the list. That’s huge.   30% of the traffic came from shared referred traffic, not my list. We found that out by using UpViral. So not only did it expand the list, it expanded those seeing me.   On weird thing, since it was on YouTube, it was actually a lot of people who are not normally in my audience... I think if we’d used  Facebook, I would've gotten more of the hot audience to buy.   Almost 100 people of the 200 who were live with me bought.   ...that's a pretty good sale rate, right!  I'm happy with that.   Once we finished the actual training, we went through with three day urgency scarcity closeout period just like what you would do on a webinar, and just as expected…   Day 1: the cart opened, and boom, big old blast the sales.   Day 2:  kinda nothing - which is usually what happens.   Day 3:  it's like shoosh - another huge amount of sales coming in.   Anyways, it was fun, it was cool. I learned a lot from it. We’ll definitely do it again. A highly effective way to teach, but also sell at the same time.   Most of the time, webinars don't have that luxury; teaching is a liability inside of webinar *usually, so it was cool to be able to pull that off.   So anyways, cool stuff guys.   If you guys, anyway, I would love to have you guys come to OfferMind.   We’ve got... I don't know if I'm allowed to say it…   You know what, I'll bring certain people on the show to introduce a lot of the speakers to you.   I am now actively, (and hopefully they see this), I am actively going to go and BEG absolute killer giants, like Mark Joyner, and Bill Glazer to come speak.   I don't know if they're going to yet, but this is me calling my shot before they've said “Yes.”   So, in the next month here, by the time this goes out there, hopefully, they’ve agreed.   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   Again, that's

SFR 242: Strategically, Why Were OfferMind Tickets Free Last Year?

Play Episode Listen Later May 14, 2019 29:32

Today I want to give you a peek behind the curtain to share with you the reasons why OfferMind …     ..was FREE  the first year       ...will NEVER be free again       … was a very STRATEGIC move on my part   WHAT WAS GOING ON?   People have asked why I gave OfferMind as a FREE bonus to the 30-Day book…   Others have gotten mad that it's NOT free any more…   And one person, (and I totally get this), commented that they hadn’t come to Offermind BECAUSE it was free…   He’d judged the content based on the fact that the event was free.   First of all, OfferMind was NOT a cheap event. Even though it was free, it cost me $80,000 to put on.   We didn't make much money from the whole thing once it was said and done, and I’m totally fine with that…   In fact, making money wasn't the primary purpose of OfferMInd at all ;-)   For you to understand WHY I need to walk you through what was going on in my business life at the time:   I left ClickFunnels in January 2018 I started out selling in the network marketing industry, (which I'm still very much a part of) #secretmlmhacks Around September 2018, I started to wonder about my life’s purpose   “Oh, my gosh... what is it that I really, really, really wanna do?”   I’d identified a place where the market wanted some value. I knew how to deliver that value and I was selling in that space… and it was going extremely well.   I love Network Marketers, but I’d started to wonder what it was that I actually wanted to be known for?   So I started having some deep heart to hearts around finding my purpose and I started future casting 5, 10, 15 years - which isn’t something I usually do.   WHAT DOES THE FUTURE HOLD?   I always hate it when gurus ask you to set goals by asking, “What's your life gonna be like 10 years from now?”   By the beard of Zeus…   I don't know what my life’s gonna be like six months from now most the time! I think it's stupid to plan that way.   I think it was Tim Ferriss who said that after six months planning is just guessing... I totally agree with that.   There's some fluidness that I can't have if I  try to plan everything out all the time...   However, as  I learned from Alex Charfen, you need to be able to predict the future in your business so that I know what action to take… and what I need to do to make things come to fruition.   ...I've been practicing this a lot in last six months, and it's been working.   I say, “Hey, here's where we're going,” and then we go there... BOOM, it shows up - which is awesome.   Now…   Back to the PURPOSE question…   I started asking:   What is it that I actually wanna do?     How is it that I wanna move forward professionally?       What do I really wanna be known for?       What’s my natural skill set?       What are am I already known for?       What am I good at?     It's always best when you can build a business around your natural skill set. I'm not saying you have to... but it helps a lot.   I also started consulting with people that I look up to who are my peers and my coaches.   I hire a lot of coaches, guys. That’s one of the fastest accelerants to the game. I get coached.   I know I bring up Russell Brunson a lot... and it’s because I spent two years sitting next to the guy.   It's NOT like I did anything else. I didn't have any hobbies. It was such a fast work pace over there - I didn't do anything else with my life. So, I have two years of memories that I keep going back to.   THEN STEPHEN ASKED RUSSELL THE PURPOSE QUESTION…   A bunch of us were hanging out at an Inner Circle at James Friel’s house.   Russell and Myron Golden were standing side by side, I was on the other side of a couch, and we were talking...   Russell looks over and asks, “How are things going then?” I said, “Good, but I'm trying to figure out what my purpose is?”   (Have you ever asked that question? It's an important question to ask…)   ...the moment those words left my mouth, Russell starts laughing hysterically.   I was like, “It's a serious question, dude. I feel like that's something that you shouldn't be laughing at!”   ...but Russell just kept laughing.   Myron looked around and asked, “Wait, what’d he say?”   Russell said, “He just asked the purpose question,” and Myron starts laughing too.   I was like, “Why are you guys laughing at me? I’m assuming you're laughing because you're telling me it's NOT that big of a deal, but I'm acting like it is?”   Myron said, “Stephen, I only found out what I wanted to do three months ago.”   Russell said, “Yeah, dude, you came in right after I figured out what I wanted to do, #ClickFunnels, but I'd already been in the game for 12 years.”   I was like, “...that makes sense, and I understand and accept that... but I'm trying to figure out if my purpose something I hunt... or  if it’s something that’s discovered by me along the path?   (Right, that's a good question... you know what I mean!)   ...because otherwise, I'm gonna start brainstorming my purpose and what it is that I'm gonna go do?!’”   My mind will go deep and I’ll obsess if I don't stop myself.   (There's a lot of power in that obsession... but it needs to be focused on the right thing ;-))   After a while, Russell looks up and goes, “Dude, don't worry about it….   Solve problems for people and create value.   I was like, “Ahhhhh,” and I suddenly stopped freaking out so much.   THE GAME IS MALLEABLE   I loved the FHAT events, and when ClickFunnels decided to stop them; there was a part of me that died a little.   I was like, “Crap, I really loved that event.”   It was one of those scenarios where I knew I was getting the fastest results for people in a compressed three day period.   And so I was like, “I gotta find another way.”   How can I…     Incorporate the things that I'm good at…?       Mix them with the business ideas and the models that I like most…?       Do live events…?     Live events are my jam. I come alive at events and I love that.   I'm bringing this up is so you can start asking these kinds of questions to yourself …   Maybe you don’t know what you wanna do yet...  but I want you to realize that a lot of this is very malleable.   So… think about how you can combine:   Your skill set   A problem   A business model that's proven   How can you take what you do and deliver it to the marketplace?   When somebody knows what they want to do, I'm very good at helping them make that profitable... but when somebody says, “I don't know what I wanna do?”   I'm like, “I don't know how to help you.”   A lot of times people hire me for a consultation and they’re like:   “Stephen, I've hired you so that I can figure out what I wanna do.”   I'm like, “Crap, I should probably refund you because that’s not my role. How on earth am I supposed to put words in your mouth and thoughts in your brain as to what you're gonna dedicate yourself to?”   That's not my role and I never will do that!   When someone knows what they want to sell - I'm very good at making that profitable on multiple platforms.   Honestly, it's the same four or five things that I've noticed work regardless of the industry you're in... and then it's bam, bam, success, success, success, success!   … and then I couple that with a lot of what goes on in the human psyche.   That's what I'm good at. That's what I’m known for.   … and that led me on this journey.   ASKING THE RIGHT QUESTIONS   … so back to discovering my purpose!   I was like, “What is it that I really wanna go do?”   I spoke with a lot of guys that I’m friends with:   My buddy Dana Derricks   Russell   Myron   Dave Lindenbaum   Alison Prince   That's one of the benefits of an Inner Circle.   I gotta be honest, a lot of times I don't participate that much in the coaching. I should... but just the network alone is worth it.   That's why everyone should join a mastermind at some point.   The acceleration is so much greater than anything I’ve EVER experienced - it’s ridiculous.   Quite unanimously, the people I asked saw something in me that I could not see in myself … (which is another benefit of having an Inner Circle that knows you intimately).   I was like, “What is this thing? What is it?”   Julie Stoian started laughing, and she said, “Come on, Stephen, you know what you should be doing.”   I was like, “No, I don't. All of you see this thing that I'm NOT seeing in myself yet. I'm this close and I can't see it.”   (You may be in the same situation too, and I get that. That’s why I’m sharing my journey)   This is me making sure you understand some of the things that I've gone through along the way.   ... most successful entrepreneurs do!   It’s a common theme in Inner Circle meetings - someone will stand up and say, “I'm standing here today because we're making a lot of money, but I don't know if it's what I wanna be doing anymore?”   … that's NOT an abnormal thing to say.   Don't freak out if you have that question - everyone has that question eventually.   So anyways, Dana, Russell, Julie and Dave and a lot of people, pretty much all said the same thing...(and I don't think they spoke to each other).   They're all said, “Dude, you obsess over offers.”   BECOMING THE OFFER GUY   Russell was said:   “Dude, you go so much deeper into offers than anyone I’ve ever met my entire life. You should be the offer guy. Dana Derricks is the Dream 100 guy, you should be the ‘Offer Guy’!”   Suddenly, all these maps and frameworks that I'd been developing came together and I saw the thing that I wanted to do…   I loved doing the FHAT event for Russell, but it was his content, all I did was organize it.   I realized that EVERYTHING I taught had to do with how to create a better offer.   Even if it seemingly looked like it had nothing to do with offers, it actually did, and now...   I wanted my own platform, and that’s how the idea for OfferMInd was born   There were two things that needed to happen in order for me to kill it as the Offer Guy:   I needed people to think, “Stephen is the offer guy!” I needed to capture that market share in people's brains.   So how could I do that?   *This* is why, from a strategic standpoint, OfferMind was free that first time.   There are a lot of levels to this, so I'll just start from here... THE DEATH OF SALES FUNNEL RADIO?   I want to be the offer guy.   iTunes doesn't like it when you go past 300 episodes - so I ll probably rebrand Sales Funnel Radio.   I will probably, (at some point), retire Sales Funnel Radio.   I'm not saying I'm going to... but it's a thought that I'm playing with.   I'm NOT trying to be the Sales Funnel Guy - that'd be stupid. In fact, that would be suicide. Let me ask you a question...   Q: Who is the sales funnel guy?   A: Russell.   It made sense for me to have a show called Sales Funnel Radio when I was a sales funnel builder…   The first 100 episodes are me documenting everything I learned sitting next to Russell.   I'm not that good at speaking in those episodes, and that's okay ... that wasn't the purpose of it.   But from episode 101 onwards, I was documenting the journey to my first million!   Now I’ve done that I'm documenting my journey to the next 4 million.   I think we're on track to hit 4 million this year - I believe we will do it.   There's a shift coming - I can feel it.   BUILDING MY VALUE LADDER   There’s a lot of things at the top of my value ladder that you don't know about yet, but timing matters…   … and it's not time for me to reveal what those are.   You have to understand that in order for me to become the ‘Offer Guy,’ I had to create a new value ladder - which in my mind is a business.   So on the marketing side at least, there’s 100% an entirely new value ladder.   Q: What do I understand very clearly about how to develop new value ladders?   A: I have to start in the middle.   However, I wanna cash flow it like it's at the top... because I have a current business.   I've got a couple of employees and about eighteen 1099s that work for me monthly. I've got business expenses.   My monthly expenses right now are 30 to 40.grand a month - which is fine, I expected that.   … it was part of the plan.   We've been doing over six figures every single month for the last nine months.   Soon our expenses will rise to 40 - 50 grand - it just depends how much we spend on ads.   Anyway, here's the point, and there are a few forces that play here...   WALKING IN CLAUDE HOPKINS SHOES   The last guy to really be the offer guy was Claude Hopkins back in the late 1800s - there hasn't been an offer guy for 100 years! It's been a long time…   For me, that's cool because it means that:   Historically, the banner has been raised historically in the past.   The idea has been validated.   No one is the Offer Guy now.   … which  means that the move I want to make has been validated... and that was one of the things identified I was like, “Oh my gosh, I should go do that.” Back in the day, offers were called schemes.   You’d hire a ‘Scheme Man…’   i.e., What's the scheme? What's the plan? What's the scheme for you to go sell your thing?   Hopkins was a Scheme Man.   Today, that means something different; it means you’re a schemer with a negative connotation...   ...but it didn't mean that back then.   So I was like, “Well, I'm gonna go be the Offer Guy - that's technically a blue ocean. No one is the Offer Guy…   There are people who’ve brought books out... and there are people who’ve said “Hey, do this, this, this,” around the offer -  which also further validates the move.   But…   No one is the Offer Guy!  No one has dedicated themselves wholly to offers.   So those were all great signs for me!   FINDING MY RED OCEAN   The next question I had to answer was:   Q: What red ocean will come out of?   A: Definitely, ClickFunnels   ClickFunnels understand the power of an offer.   Does this make sense? I'm NOT just trial closing you!   Hopefully, you understand why I did this...   I was like, “Okay, there is offer stuff out there, but no ones put it together and become the offer:     Ocean       Market       Guy       Guru     Those are all HUGE signals for me!   So what I needed to do, (with that backdrop in place,)  was capture as much of the market mindshare as possible in people's brains…   I wanted people to think:   “Oh, Stephen really does know what the heck he's talking about when it comes to offers!”   … so how do I do that?   So I started putting together all my content about offers together, but then, I need a platform to deliver it.   I'd been teaching bits and pieces on Sales Funnel Radio   I'd been teaching bits and pieces on other people's stages   I'd been teaching bits and pieces on other people's platforms...   Until OfferMind I’d never had a scenario where I could teach all my stuff… (and literally, it wasn't everything... the audience gave out before I did. I was ready to keep going, we just ran out of time. Two days is not enough time for me to teach my stuff).   However, I was able to teach from beginning to as far as possible:   Ideation   How do I validate the idea?   How do I know if it's a good idea?   How do I know that it's most likely gonna be a success?   What are all the things I can do to make sure that I've got all the cards in my hand to make sure this is a success?   Market positioning   About what marketing is   How to actually create an ecosystem - which we know sits on top of content   Content   It was just fascinating to see all these things come together that I'd already been doing. I realize, “Oh my gosh, there it is.”   CREATING OFFERMIND   I always tend to do better in front of a live audience because I can watch people’s reactions.   I wanted to teach offer creation from start to finish   I  wanted to be able to create lots of content in front of a live audience   I spent three weeks preparing my slides. I did NOTHING else - it was OBSESSIVE. It was fun and I can't wait to do it again… but *HOLY CRAP* it was a lot of work!   Here’s the thing…   I hate crappy events; when I walk into an event it needs to feel like I'm NOT in a hotel.   It needs to feel like I've entered another dimension   ... it's all about the seventh phase of the funnel -  which is to change the selling environment. Then, I was like, “Okay, well, how do I fill the room? I really don't care if they pay...”   I didn't wanna lose money. I just wanted to break even.   So this is what I did…   PIGGYBACKING ON A GIANT   I looked over at ClickFunnels to see what momentum and noise they were already creating…   This is one of the easiest ways to create a lot of cash quickly -     You piggyback off some momentum that the category king in your red ocean market is creating.   This is how I filled the event and made so much intense noise.   I used the 30-Day book to piggyback and ride the momentum of a giant.   I was creating a blue ocean, (and I still am), but if I didn’t take as much market share as possible...   Someone else with a bigger list could swoop in and steal the crown   For Example:   Let's say, Frank Kern, Pat Flynn, or somebody else saw the opportunity and I didn't capture the market share quickly... they could swoop in and claim it.   So it was a game where I needed to capture as much of the market share in people's brains as possible - so that they associate me with being the ‘Offer Guy’.   So when I saw was Russell telling everybody:   “Hey, we got this big summit coming. Hey, it's gonna be big affiliate thing, “  and that's where I gave away a FREE ticket to the first event.   I can't do that anymore, and I won't do that anymore because it cheapens the content now... but in the beginning, it didn't.   So my plan was to…   Ran a BIG live event Made a lot of noise about it Filled it by leveraging the momentum already created by a red ocean category King, i.e., ClickFunnels.   And because of that first event, I was able to...   Capture (as much as possible) the market share in people's brains   Fill the event with people from the ClickFunnels space - all my dream customers   Leverage a campaign that ClickFunnels was heavily backing to people - my dream customers   Validate my stuff in front of an audience and to myself   Get it on camera and repurpose the crap out of it   MAKING NOISEIt's only April - it's only since November that I decided to try and be the Offer Guy.   Q: Doesn't it feel like it's been longer than that?   A: It was by design! I planned this out ahead of time.   I needed to create a lot of momentum, so I asked the questions:   How can I create as much noise as I physically can?   How do I set this up in a way that allows me to capture a large market share? I wasn’t just looking from a market positioning standpoint … I was looking from a marketing position standpoint and seeing:   No one’s the offer guy now   There used to be an Offer Guy 100 years ago   How am I gonna attach myself to reach my dream customer? (I used the ClickFunnels space where I already had some stature...  why wouldn't I?)   How do I get my dream customer to come over to me?   I'm NOT telling them to abandon ClickFunnels - I created a complimentary market.   I NOT trying to be the Funnel Guy, I’m trying to be the Offer Guy - and they work in tandem.   I didn’t throw rocks at ClickFunnels. Instead...   I created a complimentary blue ocean and attached it to ClickFunnels to fill it.   I piggyback off of the momentum that ClickFunnels already had... Gave away a free ticket on purpose just get butts in seats… Told I will not ship their swag to them and that they will forfeit their swag if they don't show up.   … that caused some of the most ridiculous buzz ever. It pissed people off, and honestly, I'm okay with that... because “What happened?”   I got butts in seats   I wanted people to hear that I knew what I was talking about... and that I wasn't some guy who came out of the ClickFunnel riding that gravy train.   ...and it worked.   It was more of a middle ladder move -  even though it's free-ish, it’s still content that I used to launch something at the back end.   Now we're launching more things in the middle, and there's a lot coming down at the bottom of the value ladder.   SO WHY WAS OFFERMIND FREE? The reason OfferMind was FREE the first time was by some serious design.   I wanted to…   Capture that market share Test the core theories that I'd already had success with Go in and show that I was worthy to crown myself as the Offer King   None of my other events will ever be free again - EVER.   I actually pride myself on being very expensive for a lot of reasons -  However, it's not to keep people out.   Man, I was going through my value ladder the other day - I have about 20 insanely valuable things that are FREE. If it’s NOT free, then it’s at the bottom of the ladder.   I’ve got a lot of FREE stuff.   My actual stuff’s very expensive and I don't apologize for it.   WHAT’S YOUR PURPOSE?   So when you're trying to figure out what you wanna do…   First of all, understand that it takes time to figure that out.   It's been like four and a half years that I've been active in this game, (I have to think how old my girl is)...   I started using ClickFunnels right after they left beta. I think it was actually on the webinar right after they left beta.   I was already selling stuff on the internet. I was already building websites with agencies and stuff...   I've been acting this game for a while,  and I’ve just barely figured out what I wanna be and do - I'm the Offer Guy.   I know where my value ladder is leading… and  I've designed it, but it would be a mistake to build it as fast as humanly possible.   Instead...   I  should build it as fast as possible with the constraints of launching with good campaigns.   … so a lot of what you're gonna watch me do here over the next year is build campaigns and launch   is There's a bunch of other stuff that I'm NOT willing to release yet or talk about that stuff afterward -  I know what those are as well.   OfferLab is one of the things that’s come out of this so far - it’s one of the things on the value ladder and OfferMind’s definitely under it.   OfferLab is AMAZING - it’s where I help people build their offers and put all this stuff in place! Go to to check it out   (The guy who had OfferLab wanted a ton of money… it was insanely expensive.)   So once I know what those things are... it's not enough for me to just build the product... I also need to build a campaign that launches it and an evergreen campaign that sustains it.   Those a lot of things that most funnel builders don't look - they just start driving ads.. and it's okay…   BUT…   You lose out on a ton of money and promotional noise.   … and *that's* why OfferMind was free.   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   Again, that's

SFR 241: Where Models Crack...

Play Episode Listen Later May 10, 2019 23:04

I believe heavily in models, patterns, formulas, and systems. However, there's one thing that will always trump a model…   I’m NOT a very creative person.   When I first started in this game, one of my BIGGEST challenges was finding a prolific idea that would generate income.   Have you ever struggled to produce an idea that makes money? I totally did.    I carried around a little black book to jot things down in…   My lack of creativity seemed to be sabotaging me. I didn’t know how to create stuff.    People would ask, “Stephen, what idea do you have?” And I'd be like, “Crap, I don't have any ideas. I just don't.”   … they'd look at me all confused, “...but, Stephen, you're doing all this stuff?”    *THE PLOT TWIST*   One of the reasons that I struggled with ideas was because I kept trying to come up with something that was completely fresh.    The Truth is…   Very few people on this planet know how to do that…   And here’s the Good News...   You don’t need to be a creative genius with a head jam-packed with originality to succeed in this game!   I’m probably gonna say somethings that’ll surprise you - especially if you’ve been following me for any length of time...    But I haven't been able to put this into words until now.    PRINCIPLES OF BUSINESS   I think the BIGGEST thing that can cripple you is when you start comparing yourself to entrepreneurs that have already been playing the game for a while.   When I first started working at ClickFunnels, I’d compare myself negatively to Russell and some of the Inner Circle Members, and that was a dangerous, stupid road to go down.   A lot of them had already…   Practiced Building Systems. Built Marketing. Created structures that let them move more freely. They had leverage.   They could do things without following as many models… which meant they could do things that a new entrepreneur can't.   … and that was one of the things I had to get over.   What was interesting was that I started looking at what they were doing in a different light…   “I SEE PATTERNS”   I'm an observant guy; it's one of my unique abilities... and one of the reasons why I can do what I do.    So I was sitting observing all this stuff, and I started seeing a pattern.   Let me share it with you…   It doesn’t matter whether it’s…   Offers Funnels Sales messages Whatever…   When you start out, you follow the yellow brick road. You follow the path that's already been paved, but eventually, the road stops. So the question is, how do you behave when there are no more bricks?   I’m guessing that you’ve probably heard me talking about the importance of following models and frameworks, and that’s still 100% true.   However, I started asking myself questions like:   When do you stop following models and frameworks? All the hack... when does that end?    … because if we were only able to hack, nothing NEW would ever be created.   Do you know what I'm saying?    So when the yellow bricks are done, it's your turn, as a marketer, to take the path one step further and build something different to what's already been done.   ENTER THE CRAZY ZONE   Let me tell you a story…   Back in the day, I’d sit next to Russell, and suddenly he would have an idea... which meant he'd go like this, “Uuuuuh!!!!”   And we all knew that meant, ‘get up and run.’    So we'd sprint barefoot over to the whiteboard, and Russell would start having these premonitions, kinda these visions...   “Oh my gosh! What if we did this? We could do this, this, and... Oh, my gosh! What if we do this?”    He'd start drawing them out… and we'd start coming up with offers.   (We'd usually brainstorm an offer or a funnel first.)    CREATING THE FUNNEL HACKER COOKBOOK   This is exactly what happened with the The Funnel Hacker Cookbook.   I helped write a good chunk of the book - especially the last bit which is specifically about what funnels to use in different industries.    That was my assignment; it took me FOREVER!    I went through all the...   Major industries that use ClickFunnels Different funnel types Way to use each funnel type in each industry    When Russell came up with the idea for the book, he’d started by saying:   “Oh my gosh! What if we were to make a book that walks through the major funnel types....  it could be like a cookbook with recipes.”   And then Dave would say something... and we'd all be like, “Oh yeah!”   Then I was like, “What if you took adult Legos…” ‘cause that's how I taught in the 2 Comma Club Coaching Program.   Next, someone would say something like, “Yeah! We'll give em’ Russells pajamas too! Yeah, that sounds awesome.”   We’d start to go to these crazy zones...    Eventually, we’d go back and start taking out all the stuff that was too crazy.    Alright…   They're NOT gonna sleep in Russell's pajamas… His wife's NOT gonna make 'em breakfast... No one gets to use his toothbrush... there's gonna be people who will probably say yes to that which is creepy. So definitely NOT!   ...and we'd back it way-way down.    That’s when I started to realize that we were no longer just following frameworks.   To a certain extent, we’d adhering to frameworks; paths and systems that had already been proven out…   But then, we'd use a combination of methods that would take things into a prolific zone.   It had a lot to do with the way we'd brainstorm; we'd go to the nut zone to make something truly amazing.    Then we'd go back and remove all of the nutso-crazy stuff, and add another brick at the end of the path.   What's cool about this is it helped me see that Russell wasn't necessarily always following the same models...    So I started applying the same principles to the way I build funnels.    WHAT TRUMPS FRAMEWORKS?   Q: What trumps models? There's something specific that trumps models and frameworks…   Can you guess what is it?    Compared to a lot of people, I don't have a huge company or a huge team, but we do pretty well... why is that?   I know why…   And it's not something I've really been self-aware of long enough to be able to teach about before, but it's something that I started doing…   Everything else I've been teaching is very much true, but there's this element on top of it that has allowed me to trump frameworks and models.    The Answer is…   *PRINCIPLES*   Principles trump models.    That's the biggest thing that I've realized.   The reason no one can really hack me out of my own markets is that I don't hack that much anymore. I just combined things that already existed in a way that has never been done before.    … and PRINCIPLES allow me to do that!   For example   I came up with a publishing funnel that works really really well. How I do my Dream 100 campaigns. No one did it how I was doing it.   We’ve had 37 out of 87 people reached back out to us in two weeks with our Dream 100 campaign... that's insane.   No one taught me how to do that.    Do you see what I'm saying?    Principles Trump Models.   Principles Trump Frameworks.     HOW TO DISCOVER YOUR TALENTS   The more I’ve been on this path, the more I’ve realized that it has to do with self-discovery… as you go further and further down this path as an entrepreneur, you discover MORE of yourself and your talents.   ... you have ‘em.    If you're like, “Oh, I don't have talents,” just hang on. Suck it up, and understand that you'll find 'em as you move forward.    I'm still finding mine.    The thing that I’ve realized, (and that I've been discovering) is that:   I'm really freakishly good at modeling something that works and that’s been proven, but my unique ability is being able to take principles from frameworks and combine them in a way that’s never been done before.    This is one of the reasons why my stuff has worked so well in the past...  that and my ability to simplify and teach.   I suck at a lot of other stuff, but that stuff... I'm really good at.    USING PRINCIPLES I always hate it when someone approaches me and says, “Promote my product.”    Someone said that to me this morning. I'm like, “I'm not gonna promote your product just cause you ask. I've got my own promotion calendar I'm following.”   I don’t want to do that to anyone, so for or my Dream 100 stuff, I was like:   Let's write a webinar, and instead of selling the product, let's sell me to the influencer.    I came up with a way to drip out literally a sideways webinar across my Dream 100 campaigns.    I even used the same principle to pitch Russell to keynote at OfferMind.   Guess what…   It worked really freakin' well!   My Publishing Funnel, I kinda made that up too...   I took the Soap Opera series... I made the cool free bait... Then I made it an intro to the value ladder.   ... that's the way I designed it. It worked really freakin' well too.    It feels like I'm tootin' my own horn... this makes me feel really awkward, but I'm trying to illustrate the principle.   PRINCIPLES MAKE MONEY    My Affiliate Marketing stuff has almost done $200 grand in the last year -  just from ClickFunnels.   I don't consider myself an affiliate marketer…   Q:  So why is it working so well?   A: Because I've taken principles from other models... and principles trump models.   My aim is NOT to be like, ‘Look how cool I am,’ that's not what I'm saying at all.  I just want you to realize that...   Principles Trump Models.   IT’S ALL ABOUT TIMING   Here’s how it works...   When you're starting out, you follow models because you should…   My little girl is gonna start learning how to ride a bike without training wheels soon.   She's started by following the model we all know works well for learning how to ride a bike.   Pretty soon we'll be taking off the wheels, and she'll be off on her own. Then she'll discover things on her own that she wasn't taught.   There are certain elements that can be designed… and there are other elements that must be discovered.    They're both right; it's just about timing.    Learn the model... because the model's your shortcuts. The model is a decade and a days worth of learning. Eventually, you get to a point where the model stops being so constricting. You’ve learned the principles, and instead, it becomes like Legos or Play-Doh…   The model what keeps you on track in the beginning, like the frameworks that I talk about.    (Which by the way, someone was like you talk about this framework, but you never teach 'em. Yeah, I do. That's what OfferMind is. It's two days of me teaching straight up frameworks.)   You follow the framework until it stops being constricting and turns into Lego and Playdough... and then, you can go figure out what it is that causes this success in that scenario.   Does that make sense?    BREAKING THE HACK-LOOP   I think some people get stuck in a hack-loop. You should hack. Definitely... *meaning model.    You model all the stuff that's happening out there... but eventually, the apprentice starts to turn into more of a master.   Suddenly you have more assets... because things become malleable and they're not so constricting.    In the One Funnel Away Challenge, what I'm teaching is ‘models.’    I'm teaching frameworks. I'm teaching concrete things that cause cash.   The process in OFA is:   Learn Practice Gain confidence, # I can actually do this.   Then the biggest question I get asked, “Well how does it work for me?”   My answer is...   Stop worrying about it. You'll figure that out as you move forward.   Once you gain confidence, you’ll start doing things that you weren't taught because of principles that have worked in other scenarios.’ll start doing things that are not explicitly taught.    That’s the reason why I haven't been hacked out of my own markets.    STAYING CATEGORY KING   I'm the category king in two areas; one was completely accidental, and then the other was by design.   There are two reasons why it’s still working so well:   It's kind of a land grab. I've moved really really fast, and I'm gonna do a podcast episode about that. (OfferMind will never be free again... but why did I make it free the first time? It was by design... it was on purpose.) I believe the real reason why I've not been dethroned, (besides just being first and grabbing a market share in people's minds), is principles.    I'm NOT necessarily hacking that much anymore. I still hack, but I'm NOT hacking frameworks or models. I'm hacking principles.    If I give people a piece of content ahead of time that's truly valuable, they're more likely to buy something even more expensive afterward.   *THAT’S A PRINCIPLE*   I'm trying to get you to understand is how malleable this game actually is.    DISCOVERING THE PATH So yes, hack, but don't get freaked if you want to do something that you haven't been taught...   You might be further down the path than you think.    Yes, it's about frameworks, but after a while, you’ll start doing things that you haven’t been taught... but that you’ve discovered.   When you get good enough in your industry, you're gonna start taking different elements from your red ocean  and piecing them together in unique ways.   You’ll add little glazes from other industries and gurus who don’t teach explicitly what you teach, but who have a principle that you can apply.    You take EVERYTHING, and combined it in a way that did NOT exist before to create a freakishly insane, amazing, “Oh my gosh I can't believe he did that,” kind of thing!   THE PRODUCT BIG BANG THEORY   I'm NOT actually that creative. I'm not.  One of the false beliefs I had to get over in my life was that I needed to be creative to succeed.    I used to call it The Product Big Bang Theory. Where you have this product idea - “ Boosh! Bam!” ... outta nowhere!   In fact, I wrote an e-book, (which I never released it) which talked about Product Big Bang Theory versus Product Evolution.   Product Big Bang Theory is NOT something that really exists, but we often compare ourselves to those kinds of ideas…   “I don't have those kinds of ideas, Stephen.” Yeah, I didn't either… that's why I'm trying to tell you this.   I learned principles and how to pull things together that already exist in NEW ways to create something that didn’t previously exist.   The things themselves already existed, I just put them in a way that hadn’t been done before.    It's the principle of the orchestrator...    I don't know how to play the trombone. I have no idea how to play the violin. I don't know how to build music stands I have no idea how to make that stick to conduct with   ...but I know people who do. They already exist.   I'm just using things that already exist in ways that have never been done before.    Follow the models; they’ll shortcut you tons of time. You’ll gain fluidity, confidence and the ability to move freely inside those frameworks. Then eventually, you can break out of 'em and pull in things in a unique way.   I don't think I've EVER taught this before, and not on purpose... I just didn't realize.    INCREASING MY SPEED   I'm not good at coming up with stuff that's never existed… but I am good at combining stuff in a way that’s never existed before.   What’s allowed me to do that more with a faster pace is the realization that principles trump models.   Models still matter. However, once you focus on principles, you’ll start to get these cool insights that make you look like a creative individual.    I didn't start that way.    When you start learning different principles they expand the model to make it more than what you learned initially.    One of my BIGGEST breakthroughs was realizing that I didn't need to be a creative genius. Just follow the models, and the principles come along.   A lot of times you don't see the principle at first, and you're like, “Why am I doing this?”   It’s like the Mr. Miyagi thing: “Daniel-san, just keep painting the fence, or sand the floor, or whatever…”   A lot of times we don't learn the principle until we've been doing the model for a while.   It's hard to really grasp the principle if I just come out and say, “Principle.”    … which is why the execution of the model is necessary to help you discover the principles within.   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   Again, that's

SFR 240: Real Marketing, In A Single Sentence...

Play Episode Listen Later May 7, 2019 11:28

  There's a single sentence I use to gauge the belief level of those I'm selling. Here it is (and here's how it'll speed up your marketing education)...   Imagine a simple sentence that could help you identify the points where your potential customers are getting stuck before opening their wallets to give you cash...   Sounds good, doesn’t it?!   … and what if I could show you how to increase sales by using this sentence to show you the BEST way to communicate with your dream customers???   Well, Holy Batman (and all the Avengers)!    Watch this space... because that sentence exists, and I’m gonna show you how to apply it to your business!   “OH, WHAT?!!”  Yes, you heard me right!    FINDING YOUR CUSTOMERS OBJECTIONS   I first had this realization when I was coaching the original Two Comma Club X people, (way back in the day).   I realized that there was a single sentence that could help people identify where their marketing was lacking.   Over time, I started to develop this idea and test it out...   So today, I’m gonna help you to understand your customer more.    But first...   A BLATANT PITCH   What I’m about to share with you is actually taken from a segment of my first OfferMind event… and here comes the pitch ;-)   #Everyone should come to OfferMind.   Tickets are already selling fast, and I'd love you to be there.     We have an amazing event this year. We ONLY have 1038 seats and Russell Brunson is keynoting!   … and the swag, well that’s another story!   … BUT I’M NOT PROFESSOR X   One of the things I hated when I first started learning about marketing was that gurus would say things like:   “You gotta join the conversation that's happening inside your customers head.”    ...and I'd be like, “Okay,  how do I do that?” But that would be it… that was the sum of their advice!   It was frustrating for me...     I didn't understand what it meant to join the conversation in my customers head. I didn't know how to do it...   I was like, “ … what are you talking about? Are we talking a Charles Xavier X-Men kind of thing? How do I get  inside their head?”   … I felt like I was lacking some special power.   I didn't know how to actually pull off what these gurus were talking about!   … so I started coming up with a cool way to get inside my customers head by watching what they were saying.   CREATING A FRAMEWORK I don't like creating something that I can't measure, and so I put together this simple framework.   The framework massively follows the vehicle, internal and external false belief formula that we use to move a customer through the process of buying.   What's cool about this sentence is that it helps me figure out:   How ‘sold’ somebody is. Which false beliefs I need to crush.   I want to show you:   How the brain experiences the sale. The sentence that runs alongside each stage that helps me know where people are stuck.   When I join the conversation in my dream customers head, (using this technique) I can see whether the belief they’re stuck on is:    Vehicle Internal External    Then once I know where they’re stuck, I can engage with them in that place and help to move them along to the sale.   I’M A DETECTIVE   I do a lot of Facebook Lives, and as I'm doing them, I'm watching the comments to see the reactions.    There are certain things that my potential customer says that let me know:    “Oh my gosh, my sales message/ funnel is NOT doing a certain thing well enough…”    It's the way people say things which makes me think:   “Hmmm…  it looks like that person's stuck on internal based beliefs. They think that they’re NOT good enough to pull off what I'm showing them … or they don't think they have enough time?”   I run a sentence through my head to analyze comments and get inside the head of my dream customer   Let me ask you a question…   ARE YOU A SALESPERSON?   If you have a business, your hand should be up!   Q #2: Do people ALWAYS buy the moment they see your product?’”   A: Probably not!   What! But I thought your product was the best? I thought it was amazing...    (This is where it starts to get good my friend.)    Q #3: Why don't people buy?   A: (When I asked the audience at OfferMind they gave me these reasons)     No money. No content. Bad Stories. False Beliefs. Concerned about the ROI “I’ve got a few last questions before I buy, man.”    ...but ULTIMATELY, those are *NOT* the reasons why your customer isn’t buying… and it all has to do with HOW the brain experiences a sale.   NEW IS SCARY   I love the movie The Croods.   The daughter wants to have new experiences, and in the beginning, the father is really scared of leaving the cave.    He tells a story which ends with the words,  “...and one day she saw something new, and died!"   The fact is that there’s a part of EVERYONE’S brain that reacts the same way when it sees something NEW.   It's the same psychology.    Anytime something new pops up, we start to go into ‘crap mode’ and part of your brain starts to run red flags.   YOUR 3 BRAINS   One of my favorite books is called Pitch Anything by Oren Klaff. In the book, Klaff talks about the three parts of the brain that you actually talk to during a sale.   #1: The first brain you're talking to is the croc brain.   The croc brain is a picky and cognitive miser who's primary instinct is survival only. This means it’s looking for ways to reject you.    No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult - Oren Klaff   People don't know they're doing it, but they’re actively looking for ways to say no.    People wanna be included in stuff. They want to be where they’re supposed to be. They want the feeling of togetherness that  oxytocin gives, but they don’t want to get kicked out of the tribe for doing the *WRONG* thing.   We want to be around other people. We want to be accepted but we also don't wanna be in places where we're not supposed to be.   Q: What does this mean for you and your product?   A: It means that when your customer comes into contact with something new, subconsciously they start to find ways to let themselves out of the pressure of actually doing the new thing.    This is such a huge deal when it comes to sales.    Your customer is looking for a logical way to release themselves from having to move forward.    Once you’ve satisfied the Croc brain that there’s no danger to its survival, you move on to…   THE MID-BRAIN   #2: The Mid-Brain is the part of the brain you pitching to if you satisfy the croc brain.    The mid-brain is concerned with status and position, so it starts to come up with objections like:     Oh my gosh, no! I don't belong in that category. I'm making the right decision. I'm gonna protect my status. I'm not supposed to be there. I'll have a status increase by saying NO, not, YES...   If you satisfy the objections of the Mid-Brain, you’ll move onto…   THE NEOCORTEX #3: The Neocortex =  the logical part of the brain.   .... we think the Neocortex is where the sale happens, but it only stands a chance of the other two brains have already decided to buy.   The Neocortex comes in to justify the sale logically.   When we speak about features…     this feature... this feature... this feature...   this feature...   … we’re speaking to the logic driven Neocortex and thinking that's where the sale happens.   BUT that's NOT what happens…   MAPPING THE SALE   I've figured out a way to map and measure how sold somebody is.   *This is powerful stuff*   Here’s how the brain experiences the sale…   #1: The possibility of product service working, in general.   What they're gonna ask is:    “Oh, you got this cool thing called funnels? Does it even work?”   They're gonna question the vehicle itself… Does it even work?   … and if they see a possibility that it could work, they graduate to internal based concerns.   #2: The Possibility that they might succeed   The very next thing that they're gonna say to themselves is:   “Oh, I see it works in general, but I just can't see myself pulling it off.”   A lot of people I coaching play *that move* thinking that they’re logically letting themselves out of the sale and taking action.    They're like:   "Hey, I believe that what you're talking about. Yeah, it’s true... but there's just no way I can pull that off."    That's means I sold their brain, one third…   I’ve got them past the first vehicle base hurdle, but then they got stuck on the second internal objection.   In their mind, the customer is saying things like:     Oh crap, I'm not a fit.     I'm not worthy. There's no way this is actually gonna work for me.     … so it’s your job to move them past this hurdle so that they can get a ‘YES!’   Once they graduate the first two hurdles, they get a ‘yes’ to the questions:   Is it possible? Is it possible for me?   If I can help them through the first two questions,  then they progress to the third category.   #3: The possibility of them having enough resources on the journey.   They ask the question:   “Am I'm gonna have enough?   They see that:   The Vehicle works. It's possible for them.   … but they don’t know if they’re gonna have enough resources to make the journey.   They wonder if they have ‘enough’…   Money Time Community support Support from spouse or family    The overall fear is that:   I don't have enough RESOURCES for my journey.   They see that it’s possible to make the journey... however, they’re worried about what it will take to get there.   … and so you have to resolve that concern.    The good news is that it's one of the easier objections to actually resolve.   FALSE BELIEFS   If you look at how your customer responds, it’s easy to run their reactions through a simple sentence to see which objection they need to move through...    The possibility of the product/service working in general = VEHICLE Possibility of the customer succeeding at driving the vehicle, (can they see themselves as the other person?) = INTERNAL Possibility of having enough resource for the journey = EXTERNAL   I hope that you can see that this is a *BIG DEAL* for your sales conversation!   Finally…   HOW TO BUILD A FUNNEL IN 11 MINUTES!   (Yes, it’s possible)   Occasionally, I’d walk out of a coaching session and Russell would say:   "Dude, glad you're done. I go live in 11 minutes! Can you finish this funnel?"    I'd be like,  “11 minutes to build a funnel? Oh my gosh!”   So in my head, I’d run through the exact formula I’ve just shared with you:   Vehicle Story Internal Based Story to change their internal beliefs External Based Story Plug into the frameworks Grab that page from this funnel… and that page from this funnel...    BOOM! … things are always soooo much easier with the right framework!   Until Next Time... #Get Rich, Do Good!   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   Again, that's

SFR 239: The Most Common Systems I Build POST-Revenue...

Play Episode Listen Later May 3, 2019 27:28

I'm personally very against a heavy focus on systems until after you're cash flowing regularly.    These are some of the most frequent systems I build POST-revenue…   There are two things that will kill an entrepreneur...    Positioning. Not taking on help when they need it   I talked about positioning in last weeks blog about finding your big idea… and if you want to do a deep dive, *COUGH*... OFFERMIND ;-)   BUT…   How do you know when it’s time to take on help?   There’s a ton of answers to this question... and I'm NOT telling you that what I'm about to share is the law, but for me, (and for where I am now), this is what’s worked…   (...and as usual, it’s the exact opposite of what I was taught in college ;-))   RUNNING A SUCCESSFUL BUSINESS   I remember when I made the jump and left ClickFunnels... I pulled in about $200,000 really quick. I was like, “Man, this is more money than I've ever seen in my life.”   It was a big moment for me and it was very validating for MANY reasons… and you’d think that would be the most AMAZING news ever...    However, at the time, I was the ONLY person in my business.   Soooo…   I had to voluntarily turn down my revenue in order to turn up my systems.   I've told some of these stories in the past as I was documenting my journey.   That was well over a year ago, so now I can look back and see all the systems that I actually put in place.    College taught me to build a business by first putting the structure together... and then hoping the structure you built is good enough to cause revenue.   *THAT SUCKS*  Don’t do that!   BREAK THE RULES NOT YOUR BUSINESS   I approach building a business in the EXACT opposite way to what I was taught at college ...    Build the revenue Build a funnel Make sure sales are coming in Use that cash to build a system.   ... it works way better... and you still own 100% of your business (# No VC funding.)    I am revenue-focused... and sometimes that means other systems in my business suffer a little bit, but I'm not gonna build a system with no revenue.    If you give up half your business for VC funding you get golden handcuffs ...and you’re left hoping that those systems create revenue.    That's a broken business model, but that's what everyone does.   That’s the model that I was taught at college. That’s the mainstream model of entrepreneurship. It’s the model that you see most on Shark Tank.    I.e., “Let's go create…”   What's my logo going to be? What's my slogan? Where's our business building going to be? Let's incur all these recurring costs and take on debt to pay for systems that are hopefully good enough to create revenue.    URGHH!   Instead, I'm going to teach you how to:   Solve a core problem with a core offer. Create revenue. Take your revenue to build the systems that support the revenue.   … that's a far better way to play this game.   It's far more secure, and it's waaay easier to win. A lot more people make it that way.    Two Comma Club winners don't just build freakin’ business systems with their logo, slogan, and mission statement...    I call this crap-poop…  It's just junk.   I've NEVER seen anybody make the Two Comma Club on their own.   WHEN TO HIRE?   So here’s the question that sparked this blog...    Q: “What steps have you used to increase your speed from when you first started your journey breaking off from ClickFunnels versus today?”    (I was asked this on a recent FB live and also in an interview I did)   A: One of the things that I've done heavily is team building.    When I left  ClickFunnels it was just me!    … which meant I was the guy doing fulfillment.. the selling… the closing…  the marketing. I was the guy on camera... and the guy doing support tickets.   That's a lot of freaking roles.   It's fine for a while, but then soon... you're gonna die.  You need to get some help... or it’s curtains for you and your business!   Let’s break this down… as an entrepreneur, you’re gonna die if...   #1: You don’t position yourself well. You don’t have an anti-red message  in a blue ocean.   This is waaay more important than getting VC funding. That’s crap! Most businesses don't need that junk.    Bootstrap and own your whole business. You’ll actually get further and do better without VC funding.    #2: The second thing that will kill an entrepreneur is NOT taking on help when they need it.    HIRE WHEN IT HURTS   One of my favorite books is called Rework and there's a concept in there that says you need to “hire when it hurts.”   When I first left ClickFunnels (and all that cash came pouring in my first hire was an affiliate manager who also could take on support.   #Coultons don't grow on trees    Then I was like, “Oh man, I should go get a bookkeeper.”   We didn't even have that…   I was identifying the pain points in my systems and, (honestly in a lot of cases), the lack of systems.    I've got to be honest, I'm hurting again now.    You may have noticed me starting to soft-drop a few things out there?   A little three-day design challenge that I'm doing, do you really think it's just for those frames? Come on, son. Asking, “Who's local in Boise?” Do you really think it's just about me doing a shout-out? Come on! I'm going to go buy an office soon, we're expanding.    But in terms of “then versus now,” one of the things that changed is me offloading red dots.   If you don't know what that is, go look at my stuff on Red Dot/ Green Dot.   I offload the tasks of the business, as much as possible...    I'm like, “Hey, let's create a role. Let's go!    Boom! Now I’ve created that role and I'm going to watch the system to see if I created it correctly.”   MY COLLEGE BUSINESS   In college, we had this awesome semester where all we did was create a business. We had no other classes, (I was still in the Army), but we had no other classes.   We had to make a real business from scratch with almost no help. The only input we got was when we brought questions to the professors.    Our teachers were not allowed to interfere in any other way, so we had to be careful about what we’d ask.    I was voted as the CEO of the business.   I was already kind of a hard charger and people saw that. I was pretty aggressive.   When we created that first business there were fifteen employees, (fourteen employees + me)...   Very quickly,  I became the bottleneck of every single decision.   “Should the banner be blue or dark blue?” “Should it be gray or silver?”    … every freakin’ trivial decision had to run through me!   People would ask me the same things every day... and I was like, “I'm going to die.”    I'd spend the full day in our business, and then I'd go home to our little apartment and all the time my phone would be pinging with business-running related questions.    I couldn't focus on finding new revenue. I couldn't focus on finding new ways to sell the product, I was busy making all the decisions in the business that frankly had nothing to do with revenue.    Not that they weren't important questions, they just weren't the kinds of things I should be focusing on as the CEO.   So I created departments and said:   “Hey, you look like you're great at marketing. You're going to be my CMO.” You are really creative! You're going to be under the CMO. CMO, you're going to have the authorization to make 80% decisions on your own without talking to me. Don't bring anything to me unless the group can't solve it. You look nerdy, and you're happy about it. You're gonna be the finance guy. You're now the CFO. Look at our numbers, look at our projections, find out how far we can run, make sure that we're not going to run this thing into the ground. Supply chain, I want you to measure current supplies? What's our lead time on ordering ingredients? How far can we run with the current supply list? Talk a lot to finance to make sure that we're not gonna run to ground.   I said, “You're the…”   CMO CFO COO   Now 80% of decisions were now off of my plate. what did I do next?   NOW YOU SEE ME...   After I’d set up the systems, I’d disappear randomly in the middle of the day.    … that sounds psycho, but that's what I did.    I did that with the intent to test the system that I had built.    Too many times an entrepreneur is afraid to fail at the get-go. They shouldn't be afraid to fail.    What they should be doing instead is saying: “How can I test the system I've built?”   If you don't have a system, you are the system... which is why you're not growing. I realized that quickly out of the gate.    I was like, “My gosh, I can't do this long term. I'm going to die… because I am the business. “   I had 14 little worker bees rather than 14 empowered people making the most logical decision that people can make in each role.   Sooo…   I would disappear randomly in the middle of the day... no joke!   In the busiest parts of the day, I would disappear. I'd go hide. People started freaking out, and I'd  get text messages saying, “Where are you?”   … and I wouldn't answer.   It sounds funny, man... but I would go hide behind a bush.   I'd be looking to see how everyone was reacting. I would watch and observe. I was looking at how they were responding:   “Crap! There's not enough rules, processes, and procedures in the operations group.” They're asking me too many questions I thought we talked about that! I need to test the system.    BEING A CEO   You have to understand that an entrepreneur solves a problem... but after a while, you need to take on the role of CEO as well.    A CEO is NOT the same thing as an entrepreneur.    I can be the CEO or the president of something... and NOT entrepreneur a dang thing.    An entrepreneur is in the business of problem solving.    If you’re reading this, it’s likely you’re an entrepreneur...   I teach you how to be a marketer who solves a problem with a value that gets you paid.    … but then you need to take on the role of CEO.   A CEO solves problems in the form of systems not marketing problems.    A CEO owns systems.   Q: What is a business?    A: A business is nothing more than a series of systems.    So as a CEO, I'm gonna go in and tweak my…   Finance system. Operations system. Marketing systems.    There was a book that I read back in the day. The first half of the book was great, but then the second half got all freakin’ weird.    It was like, “A business has a soul and you need to respect the soul of the business.”    THAT’S CRAP!   WHAT’S A BUSINESS?   A business is a series of systems that generates a lead and fulfills on the lead.   … that's all a business is.   An entrepreneur creates that product that all the systems revolve around, but eventually, you’ll need to become a CEO to create systems.   If you feel like, “I don't want to be that person,” that's fine.    Eventually, you're either going to stay the main operator of your business... or you’ll need to find somebody who can do that role and create systems.   A lot of people in Russell's inner circle are like:   “Look, I'm not the operations and systems person. I'm just going to go create cool stuff, someone else is going to be the CEO and put those things together.”   Understand that if you don’t have systems in place, you are the business, you are the systems, and there's no difference... you are the support guy!   Does that make sense?  This is a super key lesson.    I'm NOT throwing rocks at people being CEOs. What I throw rocks at is people who get VC funding and creates the business first and then hope that system creates revenue.   BUSINESS SYSTEMS    In my business, Colton and I are employees.    However, there are 18-20 recurring people that I pay as 1099s to run what I do. Eighteen! EIGHTEEN! That's a lot of people…   ...but they're all following a system.   I'm NOT managing my team. I created a system that they follow. They don't follow me, they follow the system.   Then I do is the same thing I did when I was in college. I look to see:     Is the system broken? Where are the holes?   (# No hiding in bushes)   That's why sometimes it'll look like I'm NOT doing a lot of things... or not launching anything… but in reality, I'm launching a ton of stuff, but it’s SYSTEMS!    I'm building things that support my business so that it's NOT dependent on me.    If I want to go live on a freakin’ island I can.   I'm NOT the business, I'm NOT the company. I've built a system.   Right now, I have two content systems... two content machines as I call them.    Soon I have a product that'll be coming out called My Content Machine.    I bought which I'm really excited about.    I'm going to show you guys how I do it.    WORKING 9- 5   A lot of people say, “Stephen, you're going to die! You never take a break?”   I work nine to five now, nine to six and take breaks... A LOT.    I usually stay up too late, kinda hanging out and partying a little.   My role in the business is to NOT be the business. My role as an entrepreneur is to solve a huge problem, (which I've done), and then build a series of systems that support it.    The systems that I mostly focus on as a beginning entrepreneur is to find ways to systemize my support... because if I answer tickets differently every time…   If someone can reach out to me on Facebook and find my phone number and find my email address, (which is creepy)...   If there's no system there, I am the system!    That's why I don't answer support tickets if they don't come through the support ticket system (which is plastered on every single footer of every page).   We don't hide the thing. It's on all the emails. It's all over the place!   It’s the same with revenue…   I'm NOT the funnel.    When people are like, “Stephen, I'm considering buying your thing,” and they tag me in a Facebook post, most of the time I don't answer.   It means that the funnel did not capture that person correctly...    So…   I don't look for how can I answer that question. I'm looking for why did the funnel not pick up this person? What's the excuse they're using?    ...because a funnel is just a system, too. It's a revenue system.   Why did it NOT do to pick that person up...  now it's pooped them out the other side and they didn't buy.   Now they're on FB saying, “Will it do this?”   I'm like, “Crap, I should have talked about that!”   Let's add an FAQ because it's the third time they asked this question… so we'll put it on the sales page as an FAQ, BOOM!   Does that make sense?    I'm not building a hobby, this is a company where I go in and tweak the revenue... that's where my expertise is.   I'm really freakin’ good at revenue systems. We call them funnels.   Regardless of the product, price point or industry… that's what I'm good at!   The systems thing... I'm learning how to do that. I'm taking that on, and   because it's NOT my expertise, that's where I go get mentorship.    I hire guys like Alex Charfen and James Friel. That's what they do, that's what they're good at, so they're going to have shortcuts for me.   I don't want to take the time to figure that out... “Let's go hire the person,” and they're going to tell me, “Install this system,” BOOM!   BOOM! BOOM! BOOM!   … but once I've learned the 80% from somebody, I will either seek out somebody else... or I’ll stop learning for awhile while I just execute and then replace my roles with either:   People Tools Processes    … that’s what James Friel talks about.   There’s either a person, a process, or a tool that replaces my role in the business.    BUSINESS SYSTEMS… WHAT DO YOU NEED?   A lot of people have asked, “What other systems... what other tools do you need beside ClickFunnels to run your business?”   I'm like, “That's kind of a trick question…”   … because in the beginning, ClickFunnels is all you need.    But as I've expanded, and I don't want to do certain roles, I take on other tools.    That's why I have   There are about 50 tools that I pay for…   Someone was like, “You need all this and ClickFunnels to be successful?”   I'm like, “Yeah, down the line, dude! Settle down!”   Go make some revenue first and then start to grab each one of those tools as it makes sense. I'm not paying for it! The customers are... the business is.   I was like, “Man, chill out, bro.”    Just focus on revenue, and then grab all those things afterward.   HOW CAN I INCREASE MY SPEED?   When I ask, “How can I increase my speed?”    The answer to that usually is usually a tweak to my business systems rather than squeezing out another hour in my day.   I learned this from Russell…   I was sitting next to him and one of the Inner Circle people asked:   “What truly is the difference between a six and seven figure business?”   Without hesitation, Russell was like, “LEVERAGE! Getting to seven figures has nothing to do with working more hours in the day.”   In fact, when I work more hours in the day, I get less effective for the following day. That's why I don't really subscribe to the whole hustle until you die thing.    `There's a phase for hustle…   When I left my job, the first three months, was certainly, “yeah, I was 100% hustling my brains out…”   But eventually, that would’ve killed me. That will kill ANYBODY.    I won't have a life for the things that I built the business for in the first place.   A lot of times we ask for the blanket statement answer, but it depends where you are!    The answer is, “IT EVOLVES.”   That's why at Funnel Hacking Live, I was talking about ONLY finding the answer for the next single step in front of you.    Only study for the next step in front of you.   YOUR NEXT STEP Someone reached out and they're like, “You give EVERYTHING away on your podcast!”   “Uh, no, I do not. Ha ha ha ha. Absolutely not.”    I'm giving you guys little tiny tasty goodies.    The reason I started OfferMind last year is that I wanted to finally have a platform where I could just teach with thought, it's not just a random rabbit that I'm following.    I spent weeks preparing just the slides to make sure that it was articulated in the way that it needed to be to actually dump out the formula and the patterns.   I'm very formula driven, as you guys can tell.   I wanted to have a platform to teach all this stuff in the order it should be in.    That's why, (with any new entrepreneur), I jump into marketing stuff first, rather than:   What's your slogan? Let's go get a business loan.    That's garbage. You don't need any of that stuff.   You don't need a lot of the systems I'm using right now if you're brand new.    Eventually, you should probably get them, but there's definitely an order that most frequently causes success with this stuff... which is the purpose of OfferMind.   It starts with the offer… and the offer really starts at the who.    Don't think you need any kind of qualification in order to be successful in this stuff. It has nothing to do with that.   Understand...   The main idea of your offer comes from the Red Ocean Increasing your speed usually has nothing to do with you working harder and EVERYTHING to do with leverage and creating systems that replace you.   Thankfully enough, the majority of the time, most businesses need the same kind of systems over and over again:   Support Fulfillment A sales department, (meaning phone sales... that's one thing we're adding right now).    First, I chose to hire a role that was revenue generating.    Coulton is the affiliate manager, meaning I'm bringing in a role that is helpful, but also revenue generating.    He came in and he took over support plus affiliate stuff... and as we've grown some of the roles that he was doing in the beginning, he's not doing anymore. They're offloaded. Same with me.   … it’ll continue that way as we grow and continue to offload certain thing we’re doing.    That's why I hire when it hurts. In my honest opinion, you should be cash flowing pretty hard before you hire anybody.   But that doesn't mean you can't have systems.   Go create a ticketing system. Go create a fulfillment system.    I stopped shipping our boxes. I went and I used ShipZOOM, they're amazing. I don't even look at this stuff anymore because they've got a sweet software that syncs with the back of my ClickFunnels account.    They even order the stuff when it gets low, it's awesome.   A lot of guys are like, “Well, I need to know ALL that before I launch.”    “No, you don't! No, you don't! Just launch!”   Create the revenue and then the revenue lets you build the systems.   I've never in ever put a dollar of my own in my business ever because of that.    Freakin’ publish because you’ll get an audience. Launch your thing to that audience. Take that revenue, (don't you dare take profit), and reinvest it back into ads and eventually systems.    Do that three or four times, and you’ll make way more money than most nine to fivers could ever dream of in a month.    … but most people just can't go do it.   All right, my friend, I'm excited to see you at OfferMind.   Hopefully, I’ve answered some of your questions today! Those are the major questions most new entrepreneurs struggle with.   Woo!    Hey, there's MORE marketing resources than there are sands in the sea... am I right?    Okay, maybe not, but there's A LOT!   How do you know if you're paying for good ones?    Recently I went to my business bank statement; I counted 51 internet tools and resources that I use to run my business every day and keep my team size small.    If you want to see the list, I actually filmed an individual video teaching you why I use each tool and the strategy behind it... then I dropped the link straight to the source right below it.    If you want to see the list and see what you can use yourself, go to   That's

SFR 238: Finding Your Business Idea...

Play Episode Listen Later Apr 30, 2019 25:40

I'm frequently asked how I found my 'big idea'. Here are some helpful things to consider that should help you land something that you love AND that’s lucrative...   Let me ask you a question...   Are you:   Struggling to identify what you should sell? Trying to validate what you're about to sell?   If you answer ‘YES’ to either of these questions, then grab a notepad and pen... because this could be one of the MOST powerful lessons you’ll EVER learn, so take notes.   What I’m about to teach you is the EXACT opposites what I learned in college.   I’ll probably ruffle some feathers by saying what I’m about to say, but whatever…   You’re also gonna get a sneak peek into my Core Problem Planner.   YOUR BIG IDEA   So what is your BIG IDEA... and how do you find it?   Your BIG IDEA is the one thing that represents the core of an entire business.   The mistake that most people make is that they try to create the problem and then provide the solution.   This was what I was taught at college... and many infomercials are created this way too.   I'm NOT saying it doesn't work, but I'd rather find a group of people who already have a problem.   IT’S SO MUCH EASIER!   You find what problems your red ocean is suffering from already, then you solve a legitimate problem.   So…   Q: How do I come up with my one BIG IDEA? A: I don't come up with it.   (… this was something that tripped me up for a long time.)   Instead: I go to an insanely competitive red ocean, (which is exactly the opposite that I was taught in college), and figure out the problems that they are ALREADY having. Then I rank the problems.   Something that I'll bring you guys through, in far more detailed than I did last OfferMind, is what I call The Core Problem Planner.   YOUR CORE PROBLEM Each one of your businesses should solve a core issue.   So I look at a red ocean to figure out what the problems they're already experiencing.   Remember…   I don't need to create the problem, it already exists.   Then I start ranking the problems against a series of criteria...   BECAUSE not all problems are:   Created equal. Understood by everybody in the red. Something people are willing to pay money for.   If you’re coming to OfferMind, (which I hope you are), this is the stuff I talked about with pictures, drawings, formulas, and maps.   Someone asked me, “Stephen, where all these formulas you’re forever talking about?”   THEY’RE AT OFFERMIND ... just dropping that out there ;-)   So come to OfferMind and you’ll learn:   What to look for in a red ocean. Which red ocean to choose. What an ocean is #period. What signs to look for when you pick a problem to solve. How to create a new offer. How you launch your offer to that red ocean.   It's very granular.   Theories are cool. I love teaching mindset stuff, (that's really my main role with the OFA Challenge).   ...but at the heart of it, I think some of that stuff gets fluffy.   I want:   Formulas Patterns Maps Blueprints   ... that's the stuff I get motivated over.   I'm a geek, man. I'm a geek, but geeks get paid! So whatever…   YOUR CORE OFFER   I love watching Shark Tank, not because I believe in VC funding, I like seeing the ideas people come up with.   ...but lots of times people have these ideas that *they* came up with.   *WRONG*   It shouldn't come from you!   The Core Problem Planner helps you identify the problems that are already being experienced in the red ocean.   Then you rank them according to several things:   How easy can I talk about the problem? (Not the product, the problem.)   You lead with the problem, not the solution.   This is the opposites of what I was taught in college.   So when it comes down to it...   I don't come up with the main idea. It shouldn't come from me. I'm not the one filling my own wallet. I'm not the one who's gonna be paying for this.   What I do is I go into the red ocean, and rank out all the problems... and based on a bunch of criteria, I find what I call The Core Problem.   Which means that my entire NEW…   Idea Blue ocean Opportunity   ... is NOW based on me solving that core problem.   The Core Offer solves The Core Problem.   I'm very methodical about the way I pull stuff out. Just coming up with ‘a good idea’ is too freakin' risky.   I'm an entrepreneur and I'm okay with risk... but I want it to be calculated.   So the thing I've come up with over the last two-three years is how to go identify and rank problem in the red ocean, then create what I call ‘The Core Offer.’   ... that’s what my book will be about, but OfferMind also goes into this stuff.   Day #1: I'm gonna teach this whole framework to you Day #2: We’ve got Russell and Dana Derricks are coming in. I'm talking with Myron Golden (I got a soft Yes, we're just trying to make sure dates are fine). I'm gonna try and get Mark Joyner and Bill Glazer. CREATING YOUR BIG IDEA   I have a very unique take on Offer Creation, but the ‘BIG IDEA’ is not something that I come up with on my own anymore...   The BIG IDEA is fueled by the problems that ALREADY EXIST in the red ocean.   I want to make sure that there’s a genuine problem before I go build a whole freakin' business around solving it.   The BIG IDEA doesn't come from me. It is fueled by those that I hope will buy it, and that makes it less risky.   It means…   I don't have to be a creative psycho genius. I just have to be a detective. I can just understand the frameworks.   It’s a 30,000-foot view.   BECOMING CATEGORY KING   I'm the category king of two different oceans right now. One was accidental, one totally on purpose.   However…   The thing that causes that Blue Ocean is an idea more than a product. The product just fulfills on the idea.   I don't create the problem.   I'm just gonna solve a legitimate problem in a highly competitive red ocean, which means:   A lot of people have that problem… and then, I solve that problem with an idea.   One of the things I've learned is that if I try to come up with the idea on my own, it's almost guaranteed to fail out of the gate.   It's far more risky.   I'm not saying it won't win. I'm saying the chances of it winning are smaller. The blue ocean doesn't exist until you create it by siphoning customers from the red.   ...but too many times this is what happens:   Imagine yourself on an island...You’ve got some knick-knacks. One day, you put all your knick-knacks in a cart and decide to sell them...   Q: Where are you gonna push your cart to sell your goods? A: Where the people already are!   Just because your product is new, it doesn't mean you go to a place that’s new and deserted to sell it.   … but that's what most people do, # no cash in that!   People don’t buy just because:   No one's doing what you’ve done You're different   *THAT’S STUPID*   You have to take your product and push it to where EVERYBODY is already… and it has to be something they actually WANT!   Does that make sense?   Your products don't necessarily need to be that new, but your offer, that's the new thing.   Truly, you could have tons of stuff that people have already sold, but you need to bundle them together as a NEW offer.   Then you sell to wherever there's the most foot traffic # the red ocean.   Your offer product will be blue, but you sell it to the red ocean. CREATING A BLUE OCEAN   Over time, your market changes from the red ocean where all the competition is, to the blue that you’ve created.   You have a new offer that's a brand new that has never existed and you're selling it to an existing marketplace...   But as people buy, you're pulling them (with an idea) over into a NEW blue ocean.   The new vehicle is almost more of an idea than a product. The product just fulfills on it.   As people start to buy, they get siphoned off over into a blue ocean.   So, let me ask you another question...   Q: Is it easier to sell to people who:   Have never bought from you before? Are already your customer?   A: Second money's always easier than the first money.   So as people are leaving the red, (and they're coming over to the blue), you start getting a little pocket of people who are your current buyers.   Whoo, my friend... therein, lies power!   The book Ready, Fire, Aim says that at the start of your business, your main purpose is to get a qualified mass of customers. Then eventually, you’ll want to sell something to your existing customer base that's MORE expensive.   What's cool about gaining a lot of customers quickly, is that it makes any subsequent offer or product that you drop out to them, highly likely to succeed right out of the gate…   ...because so many of your existing customers will purchase it.   Does that make sense?   I am NOT the creator of the blue oceans that I run. I'm the facilitator of the solution. BLUE OCEAN MESSAGING   Think about this:   I'm NOT a professional copywriter, and yet we make really good money.   How do I do that? A lot of you guys know I sell in the MLM space, right? It's real easy to get intense in that space.   Q: Why?   What is the vehicle everyone is convinced gives them success in MLM? What's the method that they are all taught? Talk to who?   A: “Talk to your friends and family.”   So... I'm the anti-red message.   I choose whatever problem that the majority are having… and I become the anti-red voice.   I've never been on a three-way call. I don't do hotel meetings.   … I don’t do any of that crap! I am very anti those methods in my messaging.   I’ve become the anti-red voice of the traditional method that MLM encourages. Q: Who does that call out?   A: It calls out those who are inside the red ocean and feeling the pain of the accepted methods.   When those people hear my message, they perk up and go:   “I didn't know there was another option!”   I don't need to sell people on MLM as a concept, they’ve already bought in… they just freakin’ hate the methods they’re using! HEAD TO HEAD WITH RUSSELL…?   Think about my offer creation stuff...   I sell to people in the ClickFunnels space because they're already sold on things like ClickFunnels.   They're voting with their wallets and not their mouths. However, in this case, I NOT the anti-ClickFunnels voice. Instead, I’m anti the methodology that most people use to get success with ClickFunnels.   I'm never gonna be anti-ClickFunnels. I never gonna throw rock at ClickFunnels. That would be STUPID (all caps).   My Offer Creation is complimentary, NOT competitive to ClickFunnels.   HOW TO CREATE A SUCCESSFUL BUSINESS   I've learned that my positioning, (in relation to vehicles, solutions, or products that already exist), is a higher signifier of my success than how good my product is.   That's sketchy stuff for me to say, and I’ll probably ruffle some professors feathers by saying that kind of thing.   But…   I’ve found that people frequently have FASTER AND MORE success when they position themselves in relation to the existing red ocean, rather than make a brand new, prolific product that’s never been seen before…   You can go prolific, but I've seen far more people create success with:   D / F level funnel building skills D / F level, right offer creation /sales message writing Terrible promotion Terrible on podcasting or whatever… A poor attractive character   … when they position themselves with an anti-red message that speaks to a pain point that the red ocean is already experiencing.   … because when the customer sees that message, they feel:   “Crap! I've been looking for a solution... I just didn't know which one I should choose!”   … and then the business who understands their pain becomes the obvious choice and solution!   The book Play Bigger talks about that quite a bit…   I lead with the problem, NOT the solution, and then it’s assumed that I have the BEST solution.   I lead with me understanding what the issues currently are... NOT with, “How can I create a problem so that they'll buy my solution?”   That SUCKS!   A lot of people teach and I'm very against it.   SO WHAT’S THE ALTERNATIVE?   OfferMind is extremely proven out methods and models for causing cash, regardless of price point, industry, or product.   It’ll get you so much closer to launching something that's good enough to make a lot of money than just coming up with something new.   When I'm creating the content for this kind of stuff, I literally walk through my bookshelves and think to myself:   What are the issues that everyone's experiencing? How can I help people identify a red ocean more? How can I help people know what to look for when they have found the red ocean? What is it that people need to understand about the red that fuels the blue? What is it about the blue that makes it so attractive for the Reds?   These are those kinds of questions that I look for.   I read the most geeky, boring, dry books that have ever been written on the face of this planet to try and figure out those answers for you.   I go into deep dives in my Bat cave. My whole floor becomes a studio.   I take out all these legal pad pieces of paper, (it's a lot of legal pads). I write down core ideas. I group them in the corners of the room. I'm studying and doing learning deep dives and remember things I learned at the foot of Russell.   I hate rah-rah... if you guys think I’m a motivational speaker, I'm so sorry, that means I’m failing.   I am NOT a motivational speaker. You might find a motivating, but I'm NOT a motivational speaker.   I don't know why, but for some reason, I gotta be honest with you guys, I used to make fun of live events a little bit.   I thought:   “Oh, they just want money”... or they just get in like this rah-rah state and crap like that.   ...and so I was a little bit of a skeptic.   But then I went to some live events, and I was like:   “That’s like I took two semesters of college and forced it into two days.”   I feel like it's actually how you take a year and force it into a day or two to quickly learn something that would usually take you A LOT of money and time and energy and effort.   I like to dive into patterns and that's kinda my unique ability. When I was in elementary school, I had a hard time knowing what I was good at., and it was an active conversation with my parents…   “Well, maybe you’d be kinda good at this?” “You know what.. it'd be really cool if you could go try this.”   … and I was like, “Yeah, I'm not that good at that.”   It’s not that I had to be good in order to continue pursuing something, but the thing that I kept trying to figure out was like:   “What is it that I actually do?”   *I'm the orchestrator*…   “I don't know how to play that instrument, but y'all want it, and I know someone who's probably good at fulfilling that. Boom! Why don't you come in here!”   ...that's way better. # geeks get paid   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   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   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

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

Play Episode Listen Later Apr 26, 2019 19:46

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.’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, 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   Again, that's

SFR 236: Examples Of Sales Messages In Each Industry...

Play Episode Listen Later Apr 23, 2019 18:38

These are some quick methods to create a sales message in each industry...   If you go to, (and you don’t sign in), there's a quiz that asks:   “Which of These Best Describes Your Business/Service?”   Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started / Other   Initially, we found that there were six major industries using ClickFunnels.  Once you answer the question, ie shows you the patterns that are MOST effective to help you ‘destroy it’ in your industry.   Over time, it's kinda flexed out (as you can see above) to ten categories…   During the last OfferMind, I walked through each industry to show how I would create a very simple sales message or a hook for each industry.   I didn't write the entire sales message. Instead, I showed an example of the type of origin story I’d create or tell to sell in that space.   When I talk about building a sales message, most people are like, “I can see how my industry has a sales message, I get that.”    There has to be a sales message or the industry would NOT exist.    So most people don't have a hang-up about creating a sales message, especially when it's basically just an epiphany bridge script.   (If you don’t know what an epiphany bridge script is, you need to read Dot Com Secrets… or I’m afraid we can’t be friends ;-))   However…   Offer Creation is where a lot of people start to get hung up.   “Well, Stephen, I sell really high ticket, (we're talking multimillion dollar corporation to corporation contracts), there's no way that your Offer Creation method's gonna work for me.”   … and that's the one where I wanna slap people and jump through the window!   That’s NOT true at all.    Then…   We get to Sales Funnels... and that's where there’s the MOST kickback.    People are like, “Well, I don't think this could work for me.”   Again, I wanna go nuts on 'em.   So I'm briefly gonna show you the Sales Message Creation I’d use in each of those 10 industries.    I’m gonna walk through and show you the hook that I’d start to create if I was selling in that space.    SHAMELESS PITCH The reason I’m sharing is twofold:    I want to teach that to you how I’d create a hook for different industries. # shameless pitch: I want to convince you that you should come to OfferMind.    This is NOT the kind stuff that you’ll find in any other place.   If you’re planning to come to OfferMind,  and you haven’t got your tickets yet, is up.    The room only holds 1,038 people. That's not that many people.  We’re literally MAXING IT OUT.   We’ve already sold hundreds of tickets… and it's not for about four months yet.    WHY OFFERMIND?   I coach pretty much every day, and I have a lot of great success stories...  but there are the things that EVERYBODY struggles with.    So I asked: How do I take the things that everyone struggles with and deliver those answers? That's what OfferMind is designed to do.   It's NOT your normal event.    I teach frameworks that cause success as a rule.   What you’re gonna read next, is directly taken from OfferMind last year…   GROUNDBREAKING STUFF   Have you heard of Albert Lasker? (Yeah, all my copywriting people)   Albert Lasker was ‘The Man.’   He is often called the father of modern advertising. He lived in the late 1800s to early 1900s, and he was one of the first people to take advantage of human psychology in ads.    People thought it was the most groundbreaking thing ever, and at that time it was.    Until Lasker, most advertisers were just making noise. Lasker was like, “No,  let’s consider how people think.”   ...and because of that, people were like, “Whoa, who's this guy? This is amazing.”   Albert Lasker played a major role in shaping modern advertising. He was one of the forefathers of the industry.    I want you to know this because *this* is the market origin story.   Lasker was a partner in an advertising firm called Lord & Thomas.   It's not called Lord & Thomas anymore, but it's still the third largest advertising agency. They're still extremely successful.    Lasker operated at a very high energy level and they found out later that he was probably bipolar.    When I read that I was like, “Oh crap. Hmm, I should probably go get tested...”   DRINK AN ORANGE   In the early 1900s, nobody drank orange juice.    It was a weird thing. It'd be like offering mustard to somebody who was drinking hot chocolate. No one was doin' that. It was super far out.   But here’s what happened…   There was a massive orange boom in the orange harvest, and the company that's now called Sunkist was having to cut down their own trees.    There were so many oranges that they didn't know what to do with them.    So they came to Lasker and asked him to help solve the problem...   Being a brilliant marketer, Lasker turned the problem into a Massive Opportunity.   THE BIG QUESTION WAS: How can we heavily increase the consumption of oranges?    ANSWER: By making it a drinking habit.   Lasker created the campaign called ‘Drink an Orange’ from Sunkist.   Lasker knew that one glass of orange juice would most likely be two to three oranges; so he made it an offer:   He put all of these oranges together in a little bag with an orange press. He taught people how to squeeze oranges and make their own orange juice.    This is one of the original ads from Lasker’s campaign.   Consumption of oranges went through the roof The company was saved the company Orange juice is now a thing.    ...Ooh, baby, isn't that cool?    MARKETERS CHANGE THE WORLD A lot of products we use today started out with a successful marketing campaign.   It hasn't been that long since toothbrushes became a thing, seriously! Toothpaste too. For a long time, eggs were not a thing you ate for breakfast   … then a marketer came along.    If you’ve ever seen the movie, My Big Fat Greek Wedding? You’ll remember the Grandpa who always said: "Tell me a word and I'll tell you how it's origin is Greek."   ... I'm totally that for my wife now for EVERYTHING in our household!   I'm totally *that guy*... because marketers have changed the world.   Check out this quote:   The product that will not sell without advertising will not sell profitably with advertising.   A big key lesson there!   Step #1: Your sales messages gotta rock.   That's what Lasker was amazing at. He created cool sales messages and the offers around it.    So real quick, I wanna walk you through the sales messages for different industries.   THE HERO’S TWO JOURNEYS   The Hero’s has two journeys that we care about:   The Achievement The Transformation   So I’m gonna show you how to create achievement and transformation in a sales message for the ten different industries.   Remember, transformation happens on the inside, and it's what actually makes us care about the story.    However, people also need to see the steps in a logical order to show how the transformation occurred:   Step #1 Step #2 Step #3   INDUSTRY #1: THE FREELANCER/ AGENCY   ACHIEVEMENT: "I finally could help business owners enjoy the businesses they worked so hard to build.”   Q:  If I sell people as an agency and freelancer, (if I start leading with that), what does that say to them?    A: “Oh man, yeah I love my business too. Oh yeah, I know, I know. I was finally able to help people like that, I love my business also. You should work with me.”   TRANSFORMATION: "I didn't realize that I’d learned to love their business and the results as much as they did."    INDUSTRY #2: INFO PRODUCTS   If I'm selling info products, a storyline I would use to sell my product would be something like:   ACHIEVEMENT: “My funnel leads started pitching me on taking their money. I only switched three things for that to happen."    If I'm trying to sell a funnel book, and I'm talking to people who want funnel knowledge.  I'd be like, “Hey, my leads started pitchin' me, it's the craziest thing.”   Then those people will be like: “Oh I wish I had that too.”   TRANSFORMATION: "I started seeing ‘beyond’ each lead. The impact that my work was about to have as they hired me was humbling."    This is the internal transformation people want to see it in YOU, the attractive character. They wanna see YOU change.    Does that make sense?    Each of these examples is very similar, and that's the point.    Your stories are all different, and you have your own stories, but you're plugging it into an existing framework though. There’s a transformation that happens with it.    INDUSTRY #3: E-COMMERCE   Let’s say I'm selling socks. How would I sell more socks?   I choose crazy examples for a reason. Follow me on this...    ACHIEVEMENT: "I couldn't believe how awesome they were. These socks are so cool. They're breathable, low maintenance, and stylish. These are awesome socks.”   TRANSFORMATION: “Although they were on my foot for the first time, my foot felt free, holy crap.    Cheesy as it sounds, I noticed I'd make an extra effort for people to see my feet. Like a newly engaged bride-to-be flashing a ring, my socks made me a new me..."    They need to see the then and the now, and that's what you're doing in each industry. Doesn't matter what you're selling.   (I take my shoes off all the time. My shoes are dumb. Money socks, baby! Mmmm... )   Before you say, “Oh, man, that’s cheesy!”  I need to remind you that you see this late at night crap in infomercials ALL THE TIME!   Don't be afraid to use the storylines that convert people. These are the storylines that make people buy.    INDUSTRY #4: FUNNEL COACHING   ACHIEVEMENT: "I didn't really think I needed help. Not because I had it all together, I just didn't think I needed it. So I went and got this funnel coaching. Once I said yes, my progress was astounding.“   TRANSFORMATION: “I had no idea to get my physical goals met, I needed to learn to like me for me."   They wanna see that, “Ahhhhh,” kind of ascent.   INDUSTRY #5: NETWORK MARKETING   ACHIEVEMENT: "It became clear to me that not everyone has the same goals, so I shouldn't pitch anybody with a heartbeat. Now I have automated leads daily."    Big problem + Big achievement: = Wow, I want that!   TRANSFORMATION: "If someone would've told me that this was gonna be ‘the best personal development course’ in existence. I would've laughed, and I did... and it was."    You don't need these long drawn out stories; that’s a freakin' epiphany bridge in those two paragraphs.    It's a little backstory, a little bit of a wall, internal/external. It doesn't always have to be big long narratives.    INDUSTRY #6: LOCAL SMALL BUSINESS ( # local restaurant)   ACHIEVEMENT: "I remember eating canned beans for four months as a single bachelor. Now you can't keep me out of the kitchen. Let me invite you to my kitchen.”   There's a backstory which you care about that local restaurant now. You know his backstory, his upbringing, and why he makes his food that way?    “Oh my gosh, he doesn't even use canned beans anymore?”   TRANSFORMATION: “I've realized I don't actually cook food. That's not why customers come. People come here to connect. I sell human connection, not food.”    That’s the elevate and the ascent...     Your customer wants that, so let them have it.    INDUSTRY #7: B2B LEAD GEN   TRANSFORMATION: "My whole childhood was filled with memories of being poor. But now there's so much money I can't see straight.   (I choose this story because a lot of people have memories of being poor, I'm just tying into the old story.)   TRANSFORMATION: "I've always dreamt of being a big bad B2Ber. Pin suit, button up, a swagger that someone noticed down the street.    But this game roughed me up, spit me out, and taught me the biggest lesson of all. It's all about the people."   People would be like, “Oh yeah!” They want that. Let 'em have it.    INDUSTRY #8: BLOGGING/ AFFILIATE (# Mommy Blog)   ACHIEVEMENT: “Each day, I wanted to spend more time with my kids. It was super hard. It was really, really challenging for me to spend time with my kids and I watch them grow.    I realized I was missing things as they were growing up. I don't like that. Now I get to choose when I work."   Here we have a:   Backstory Wall Achievement   ... now let's feel the transformation.   TRANSFORMATION: "Funny enough, just BEING with my kids has taught me more about being a mom than blog ever did. I don't need to read mommy blogs as much anymore."   Interesting, huh!   INDUSTRY #9: NONPROFITS   (This is kind of an intense one, for sure.)    How many of you guys have heard of Operation Underground Railroad?  They save children from sex slavery.   ACHIEVEMENT: "All I wanted to do was help children be safe. Thanks to your donation, that's happening..."    So if I’m a nonprofit, my story is the transformation and the achievement that you get by donating.    You are the story...   “Thanks for your donation. Just so you understand what's happening. I want kids to be safe, and that's happening because of your donation”   That's powerful.   … be careful with this stuff.   TRANSFORMATION: "I know my life's purpose. I found it the moment I had this idea."   We like to get behind someone with a mission like that.    Operation Underground Railroad is a nonprofit organization that’s pulled in tens of millions of dollars to actually help free children from sex slavery. Amazing, right!    ...and if they can get YOU to feel that transformation as if you're the one doing the raid...   I know it feels weird to talk about it that way, (but if you understand what I'm saying from a marketers standpoint)... that's how you would create a powerful transformation in that nonprofit.    Your supporters need to experience the transformation for themselves.    INDUSTRY #10:  JUST GETTING STARTED   ACHIEVEMENT:  "I needed a career, but couldn't seem to get the job after college. I dedicated myself to learning the formulas of other successful people, and I found them."    People are like, “Well, what are they?” You’ve just created the achievement: “I found the formulas for how successful people work.” People are like, “What?”    ...but now they want the internal to make sure that you're not a slimeball.    You potential customer wants to feel the uprising and the ascent.   TRANSFORMATION: "Mindset is money, I wasn't broke, my mind was.”   You'd be like, “Hmmmmm…” powerful right? Yeah, you felt that, didn't you? How did I know how to write that?    … because I lived the hook.   Understand, a lot of these stories are real stories from my past. It's just the way that I tell them that's effective…   ... and you can do this too, regardless of your industry.   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   Again, that's

SFR 235 - Focus And Systems...

Play Episode Listen Later Apr 19, 2019 22:19

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... 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 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

SFR 234: Eustress, And The Wall...

Play Episode Listen Later Apr 16, 2019 22:29

E-U-S-T-R-E-S-S... is a massively important concept in my life!   Eustress comes from the word euphoria... and the dictionary definition is beneficial stress.   I googled it…   Eustress means beneficial stress, either psychological, physical, biochemical, radiological.”   It literally means “good stress.”   So…   There's Distress and there's Eustress   What does it have to do with Sales Funnel Radio? A LOT, lemme tell ya! EUSTRESS... NOT, YOU STRESS!   When I coaching people, there’s often a certain amount of stress that gets caused in that person's life as they take action or do something for the first time.   If they're NOT normally an action taker this stress can feel overwhelming.   However, know the difference between distress and eustress can be a game changer.   Eustress is positive growth stress; the kind you would get from pushing yourself at the gym.   BIG MOVES BY MY LITTLE SIS…   My sister Marie, is awesome.   She's getting married soon, so by the time this episode goes out, she will probably be married. (Congratulations, Marie)   However, about two years ago, she was a poor college student who wanted to go to  Funnel Hacking Live. She didn’t have a business or any real savings…   She reached out to me and asked:   "Stephen, I have enough money to either buy a Funnel Hacking Live ticket with a plane ticket and a hotel room... or my groceries and bills for the next month… What should I do?"   Talk about a Big Brother Moment...   I decided to I ask a question to help her weigh up her options and make a decision.   I said: Marie, if you were to go and pay for your groceries and your bills for the next month, what is the likelihood that you will put yourself in a place of eustress and come up with the money to go to Funnel Hacking Live?   She said: "I probably won't."   I said: "I agree with you, you probably won't… most human beings wouldn't.”   Next,  I asked: "If you were to go buy a Funnel Hacking Live ticket, plane ride, and all that stuff... what's the likelihood that you are NOT going to figure out how to eat and then die?"   … and she goes: "I'm gonna figure out how to live and eat."   There you go: "In my opinion, that’s your answer!"   If you know that it’s good for you…   If you know that it’s the thing that's cause more success…   … then put your back against the wall voluntarily, and do it that way.   And that's exactly what she did.   She bought a ticket to Funnel Hacking Live, a plane ticket, and all that stuff…   Shortly after, (like the next week), she started getting her first real clients and started doing work that paid her bills.   There's a principle behind this…   THE LAW OF ACTION   Things will begin to conspire for your sake when you get clear on what you want, honest about where you are, and willing to put yourself in situations that cause good stress.   Eustress = Growth   So here’s what happened to Marie next… (I tell these stories with her permission) Marie went to Funnel Hacking Live, and they sold the 2 Comma Club X for the first time.   Russell did his pitch and it was amazing and there was a CRAZY table rush.   For 30 minutes after Russell's speech,  people can purchase and ask questions…   There’s a countdown clock showing the time left before the next speech, and after it ends, the program will be closed.   People were running to the back to sign up…   There were only 10 minutes left on the timer when I sat down next to my sister who was talking to a friend in earnest.   Marie turned to me and said:   "Stephen, what should we do? We're thinking of putting our money together under one account… then  we’ll just share all the 2 Comma Club X events "   I said: "You could do that, but do you mind if I give my two cents on this?"   (I’ve talked about how questions invite revelation in the blog before… I learned this from a mentor/ leader that I had 10 years ago.)   I very much believe that questions invite revelation.   Here’s how it goes...   When you ask the question:     How can I get a discount?       How can I do this, but not as a full participating member?       How can I do this and not pay the full price?’     … you get an answer to that question.   So I said to Marie, “ I dare you to ask a different question."   ASKING THE RIGHT QUESTIONS?   I've watched how wealthy people deal react to a situation where they want something that's more expensive than what they were planning on.   instead of saying, “I don't know how to afford this…”   They say, “YES,” and then they figure out how to develop an asset that pays for what they want.   They ask: “What can I develop in order to pay for this expensive thing?’”   So I looked at my sister and said:   "Marie, I challenge to ask the question, ‘How can I afford the most expensive things and experiences this life has to offer?’ Answer that question and develop an asset that pays for your monthly membership of 2 Comma Club X."   That was pretty intense, Marie only had $76 in her bank account at the time.   But Yeah, but that was still the answer.   She had a three week period while everyone was onboarded to the program to figure out how to pay…   ( was a grand or something like that.)   I asked her: "Can you figure that out if you go and put yourself in a position of eustress?"   And she said: "I think so."   So she got her own account!   … and this is a big lesson for everybody.   POSITIVE STRESS   I know (as a reader of my blog) you’re probably crushing it and TOTALLY awesome...   But a lot of adults haven't learned how to feel a little bit of positive stress and pain.   Not all pain's bad. The point is NOT to be comfortable all the time.   One of the BIGGEST external based false beliefs I hear from people is:   “I would, but I'm just in a financial place to do it right now.”   I’m like, “Man, that's the reason that you do it!”   You do it so that you can put yourself in a place of pressure that causes you to learn and grow at rates you would not be willing to put yourself in otherwise.   Now again, I'm not a financial advisor.   ... and you might think this is really extreme. *I don't care*   This is literally how I've been able to progress so fast.   I put myself in scenarios that I know I will figure out because there’s no other option. I voluntarily place my back against the wall, so that these scenarios happen.   And that's what Marie did…   Within two months, she had her own business with cash flow of $10,000 a month.   I asked her: "Would you have gone and done all that stuff if you had a lot of money in your bank?"   Can you guess what the answer was…? ;-) SMASH YOUR COMFORT ZONE   I swear one of the biggest problems people run into when they're starting any kind of entrepreneurship is that things are too cushy.   Get uncomfortable! I dare you to feel a little pain.   Case in point…   When I left ClickFunnels, I had:   No product   No offer   No funnel   No team   … it was really intense. I don't recommend that at all!   However, I did it because I knew I was experienced enough to figure it out, and because I knew that it meant that I couldn’t mess around.   I had to figure it out.   There was no mental let out at all. I couldn’t afford any distractions. The cost of me NOT showing up was too high…   …. within a month I had done 59 grand.   A lot of successful entrepreneurs know this principle, but the people who are brand new, often hit against the rocks...   They feel they need to have all the:   Resources   Time   Money   Energy   Support   ...before they start.   If you’re waiting for all your ducks to be in a row, then you won't do it!   *You will back out*   You’ll find a way to stall… because it’s stressful... and it’s uncomfortable.   BACK TO A WALL GROWTH   I work far more than most of you probably realize..(actually,  it's NOT as crazy anymore).   Often, now, I only work a seven/ eight hour day because I have a team and leverage.   But it wasn’t like that when I first started out.   When you start in this game there are few risks that you probably have to take, but they shouldn’t be stupid risks.   You need to:   Take a calculated risk   Find a mentor   Start moving   You need to be able to get yourself in a place and a position where you don't care that it’s uncomfortable and that it doesn't feel good.   You need to feel a little bit of pain and discomfort to growth.   If you are NOT able to back yourself against the wall, you're NOT gonna do it.   Instead, you’ll wait for my next Podcast episode because you need the NEXT secret or the NEXT hack…   *DON’T WAIT*   You have so much MORE information than I ever had when I started this game…   So please, please, take action…   Life will throw unexpected scenarios at you that’ll put your back against the wall, and you will behave and perform in ways that we didn't know you could.   But the individual who's willing to put themselves against the wall, and take action from a place of eustress, is much better off.   You don’t need all your ducks in a row and the moons to be aligned.   You don’t need ALL the answers!   WELCOME TO ENTREPRENEURSHIP   I don't know how to do the majority of the things that I have planned for the rest of this year...   ...but I know I'll figure it out.   I'm NOT waiting for someone to come give me the answer. I will figure it out, and then I’ll create a system and leverage.   I will feel uncomfortable.   Once a month there's something where I really don't want to do something. I say to Colton: “Dude, I don't want to do this. I don't want to do this right now.”   ...and he'll laugh and I'll laugh.   We have these little bouncing ball chairs, I'll crank music, and I'll do something crazy…   What I'm not a fan of shunning your feelings. Feel your feelings! Take a moment to freak out.   Take a moment to have a little poopy-pants syndrome, that's okay...   … but understand that you are NOT your feelings; I love that from Tony Robbins.   You just have to sit back, and be like, “Oh man I need to do this thing.”   There are two or three specific things right now that I’m legitimately NOT looking forward to doing. I don't want to do them.   They're the kinds of things that keep me up late because I don't want to do what I'm supposed to do tomorrow, but it's not about that...   I'm NOT my feelings.   I'm not about shunning emotions and becoming this stone machine. I'm a human being, and we are emotional... so let me feel the emotion, and then after I've given myself time to freak out...   ...then I put myself against the wall.   This might sound weird and extreme, but whatever, it works.   We've been cash flowing pretty hard for the last eight months... (but at the same rate).   It's been like 100 to 125 grand a month every month for the last eight/ nine months.   So this past little bit, I've been sittin' back and thinking like, “Crap, I'm still working seven, eight, nine hours a day. It's about leverage now…”   ...and that's the eustress that I'm placing myself under.   Part of that’s about me growing, scaling, and starting to create systems.   I've got two content teams, a funnel team, and half of an admin team.   I am doing it... but I'm hitting the next phase, and I feel it.   I know that I personally need to grow in order to handle it... and I feel it. I'm hitting the wall. I know it, and I'm okay with experiencing that.   OVER TO YOU? What’s going on in your life?   What excuses are you using?   Where are you NOT growing?   Like... “Stephen, I can't because of x, y, and z.”   I go nuts in One Funnel Away Challenge when I hear that…   When someone says, “Well, Stephen, I just don't have ALL the answers needed.”     Are you kidding? Every single day! Welcome to entrepreneurship.   I don't know how to answer a lot of things that I'm supposed to be doing on tomorrow, but I know I'll figure it out. I'm willing to feel a little bit of discomfort on the way.   But MOST human beings out there, a lot of adults especially, are NOT willing to feel discomfort...   JUST KEEP SWIMMING…   Do you remember the movie, Finding Nemo?   I’ve got three little girls, so we watch a lot of movies like that now...   (Pixar is awesome. Good storytelling, obviously. I like to look at it from that standpoint.)   … but just like those clownfish that go out of their little home, look around, and then come back in again and again...   Most adults are like that... they never do a thing.   They start out, and then:   Discomfort   Unknown   Fear   Abyss   ... and then they pull back into safety.   You need to feel positive stress on purpose and find a way to put your back against the wall.   WANNA GROW YOUR WALLET?   If you're still working a nine to five right now, and you've been wanting to quit and become an entrepreneur…  if this is your dream…   The most likely reason why you haven't done it yet is that your life’s too comfortable.   Find a way to get a little bit uncomfortable, I dare you. Then come tell me if it did not change you and/or your wallet along the way.   I’m pretty forward with this message, but I'm just trying to use what I taught my sister as an example.   Yeah, yeah, it’s certainly scary.   Yeah but this could happen! Yep, it could've.   But that could happen! Yep, mm-hmm.   ...I mean, seriously, what do you want?   Be willing to behave differently in order to be a different person and live with those who live differently.   The rest of the masses are clinging desperately to status quo.   The rest of humanity's like, “Please please, accept me!”   ...that's what they're doing!   You gotta behave and operate differently to be different. So I'm gonna go do things that are unorthodox.   … “but Stephen, it could be risky?”   Yeah, so is sitting on my butt on the couch and waiting for a slow, painful death knowing that I've done nothing in my life... and that I've NOT done anything to my full capacity.   ...AND I've NOT reached my potential.   That is hell on earth in my opinion, and I will NOT live that way.   I’m asking you to do the same.   Get tough with yourself and figure out what you need to do?   I’ve found that I cannot voluntarily place myself very easily in situations where my back is against the wall. I need to create an environment and a scenario that supports me….   So I left my job   I brought on employees   I brought on teams   … it wasn't a risk, we had the cash flow, but then it got tight.   Q: So what did that do?   A: It made me learn how to get more cash flow.   Does that make sense?   MY BIG GOAL   I talked about this in my goal video for this year… (I want to hit 4 million).   I'm trying to figure out the next thing in my life that’s scary. That legitimately scares the crap out of me.   … because it will cause me to behave and level up as a human being faster than me just willing it into existence.   Just willing it, never works. I must do it with an environment.   NOW…   Take a moment to sit back and be introspective…   You have something in your life that you've been wanting to do. You know it's there, but you haven't done it because you're staying comfy…   We've all got something…   For me, it's my book.   I know how in depth I'm gonna dive on it in order to make sure I've got everything set and my bases covered. It's gonna be a month long project.   I think I'm gonna take all of June just for the book…   So please take stock…   I dare you to write down what you know that you've been wanting to do, and then start thinking through how you can orchestrate an environment where your back is voluntarily against the wall.   I mean truly against the wall, no let out.   ... and then you’ll do things differently to how you've ever done them before in your life.   You'll look back in three years:   “What? What's up son, uh! You a bad Mama Jama!”   I look at myself and go: “Holy crap! Look what you got done! Wow, very few people have done that. Why did that work?”   …  and it’s because I was willing to feel a little bit of pressure!  #EUSTRESS   P.S: Do you like Russell’s face on my phone?   I did NOT make these!   Someone at Funnel Hacking Live handed them out.   I don’t remember who, but someone handed me a huge sheet…   I am NOT printing Russell Stickers and putting ’em on things… just so you know ;-)   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   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

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

Play Episode Listen Later Apr 12, 2019 34:09

  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   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   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

SFR 232: My New Funnel Building Team...

Play Episode Listen Later Apr 9, 2019 23:34

I’ve been working on the NEW OfferMind funnel. I have a 7 person funnel building team now, (which is awesome)…   So I thought it'd be neat to walk you through:   WHY I took the old funnel down… The structure of the NEW funnel... The TWO checklists I use to make sure my team can do their job… How I plan to get MORE big names to speak at the event... The EPIC offer creation that gonna knock this outta the ballpark!   WHY I KILLED THE ORIGINAL FUNNEL   The original OfferMind funnel that I built was incredible. It was working extremely well...    A lot of people had already bought tickets, but I took it down because I when Russell agreed to keynote I wanted to make sure that the funnel was the caliber of Russell freakin’ Brunson.   … there’s also another way that I’m gonna use this NEW funnel to create the BEST OfferMind experience EVER… so keep reading ;-)   HOW TO MAKE A FUNNEL AWESOME   The first page is the sales page. Sometimes we put the order form on that page too, but for OfferMind we actually have a separate page.   When people join the One Funnel Away Challenge they get a discount code for OfferMind tickets.   When people use their discount code to buy an offermind ticket it subtracts 150 bucks from their ticket.   Then…   And this is brilliant, (if I do say so myself)...   When you buy a normal OfferMind ticket, we’ve set it up so that you can get a ticket plus a discovery call for the exact same price.   Crazy Cool, eh!    For the exact same price, you can grab a discovery call with your ticket. You add your phone number to the form and it sends that data through a zap over to my phone team who then walk anyone who wants one through a super epic Success Strategy Session.   Next, there's a bump coming up…. I don't want to spoil everything, but it's a freaking cool, and I'm gonna leave it at that… ;-)   WANT MORE?   On the next page, there’s a sweet VIP upgrade...   At a recent event, they had a directory of all the VIPs printed in a booklet that was handed out to EVERYBODY.   I was like, "That's so freakin’ cool. Oh my gosh, that's awesome."   Think about it…   What better way to meet the ‘Who's Who’ that you wanted to connect with when you booked your ticket in the first place!   OfferMind is 1,100 seats, but…   Only the VIPs get:   Their names in the Directory. Early access. Dinner with me.    VIPs get all this crazy cool stuff, but EVERYBODY gets the ‘Who's Who’ booklet, and you ONLY get to be in the directory if you're a VIP.    I was like, "Oh my gosh, that's awesome."   BUT WAIT… THERE’S MORE!   Then one morning, I was thinking about the second OTO  ... (I think about this stuff in the shower sometimes)...   Check this out...   This is so *LEGIT*   I've never seen anyone do this. I learned this when I did door-to-door sales.    Here’s what happened:   I was knocking in one area and I met a guy. He told me that he was in a real estate thing….   He said, "...but don't do real estate.”   Instead, he went to local businesses and told them:   Hey, when new people move to the neighborhood they create new habits and patterns very quickly. Can we place some of your product in their house for free? We’ll put you on a list which will be included in the bundle of products. It's $50 a month per house that we place. Typically we place 200 houses a month. basically he’d get companies to donate their product plus pay $50 a month to be part of this thing.    They were collecting several hundred thousand dollars, and doing nothing.   I was like, "That's ridiculous. That's crazy."   So check this out:   The first upsell is to VIP, but then the second OTO is the opportunity to buy a one-page ad in my Capitalist Pig Ads Book.   Everyone can place an ad for NOT much money at all.   At the event, I’ll put these booklets on every single person's chair.   So for $500 you can put a full page spread ad in front of a targeted audience of 1,100. That's crazy.    Then as part of the offer, we’ll use that booklet in future OfferMinds and other events...    You can go use Funnel Scripts and all these cool things that we teach you to make sweet ads. Plus, it'll give me even more things to talk about on stage.    I'll give a shout-out to the coolest ones, and immortalize you in the videos.   What a freaking sexy offer, right!   We're calling it The Capitalist Pig Ads Book. It's super cool.    There's MORE exciting stuff too... but I don't want to kill the goose on everything.   TEAMWORK   So now, when I building a funnel, I’m NOT always doing all the building. So…   I draw out the entire funnel for my team, and then I teach them all the things that they need to know…   Then I say, "All right, and now I'm going to start sending you guys your individualized instruction video."   There are seven people on my funnel team, and I use a different color pen to go through the entire funnel and walk through each role.   To my video guys I say:   "Hey, this is what I need from you…”   Create a sweet video and model the Funnel Hacking Live video. I’ll film the video for ‘this and this’. I'll film the intro video for the thank you page.   I record it on camera, then I take that file and send it over to my video people and I say, "That’s your role in this funnel build."   Then I go to the copywriter and say: "Hey, you're going to get the videos from the video guy. Here's what I want you to do…”   Take the videos and write sales copy underneath every single one of the pages. Write all the sales copy. Write all the emails and all the email sequences.   I film it on that camera and sent the instructions to them.  Then I erase all that color and start over again for the designer.   I say:   “Now you have the videos and the copy, what I need you to do next is make it look pretty."    ...and I walk through and draw it out.    There's ALWAYS a framework that applies to the entire team.   MY TWO CHECKLISTS   There are 21 agency/people who do work for me now.    I have:   Two content teams A funnel building team Full-time support Three phone closers, (I'm going to bring on a team of five more as well).   There's a system that I came up with that helps me understand what each person needs, not just from me, but from the person directly in front of them in the line.   Think about it this way…   I did a lot of backpacking growing up, and if there's a person directly in front of me, they set the pace…   However, the person directly behind them, every once in a while that second person has to walk a little bit faster to catch up.   (Go read The Goal; it’s a very good book.)   So if there’s a third person, every once in a while, that person has to break into a little bit of a jog to keep up with the first person.   But when you get to number twelve in the line, that person needs to freakin’ jog just to keep up at the normal walking pace set by the first person.   *THAT’S HUGE*   On my team, I have the:   Video guy Copywriter Initial funnel builder Designer Funnel finisher   ...then it goes back to me to test and tweak.   There’s a lot of roles... and that’s just the funnel, (it doesn’t even include product creation).    So if the lead person is moving at a normal pace, then a lot of times, the person at the back is sprinting to keep up because there's space in between each of these roles…   These are a series of dependent events...   So when I'm creating a funnel, there are two checklists that I need to create, NOT just one.   *This changed my life*   For Example:   If you look at the job of the initial funnel builder I need to ask:   What does this person need from me in order to do their job? What does this person need from the person directly in front of them in order to do their job?    My role is just to create all the inputs needed and gather them ahead of time so that everyone can do their job without me needing to be pinged or interfered with…   Does that make sense?'s two checklists.   I have the checklist for each individual, but I also have the checklist for each person from the person directly in front of them.   That increased my speed like crazy.    HERE’S HOW IT WORKS So for the OfferMind funnel, (it looks so sexy)…   I filmed all the videos so that the copy guy can go in and write. It goes to the initial funnel guy who will build a rough draft of the entire thing. He's gonna loosely place all the videos and the copy... so that there's clay on the page for the designer. Then the designer gonna make it look pretty. Next person, the funnel finisher will write all the emails, add all the metadata, and put all the titles in...  (tons and tons of stuff).   If you do this, you will make you A LOT of money very quickly.    It costs me about 15 to 20 grand to turn the crank once. Yep, it's a lot of money, but my team’s really freakin’ good.   It costs about 15 - 20 grand... depending on how much video and copy there is. Those are the two expensive pieces…. after that, it's design.   (This is excluding the cost of product creation with the team.)   Anyway, that's where we are with OfferMind...and that's why it's taken a little bit longer.    MY DREAM 100 SPEAKER PLAN!   At the beginning, I told you that part of the reason for this NEW funnel design was because Russell is keynoting….   However, my plan is to attract some more BIG names.   I'm going to try and get:    Bill Glazer. Mark Joyner. Myron Golden Some of my finance people, who are incredible. Brad Gibbs Ryan Lee   Anyway, a lot of high-level people.   I want to go to Bill Glazer and all these other influencers with a super awesome funnel...   AND…   Check this out, my friends:   Right now, I’m recording the audiobook for the "30 Days" book. It's one of the bonuses I'm giving away for the OFA Challenge when people buy through my link. It's freakin’ huge. Waaay too BIG….   I did NOT realize how big it was when I said that... but anyway, I'm doing it, because I committed.    BUT…   How cool would it be if I just went to each of the BIG names who wrote a chapter, and gave them the gift of their chapter already recorded for them?   Do you think they're going to know my name after that? Oh yeah, baby!    There are NOT that many people alive who are really into offer creation. Claude Hopkins was the last big guy, and he was alive in the 1800s…   Mark Joyner wrote the book "Irresistible Offer".... but offer creation is NOT exclusively his thing, you know what I mean?   "The Man Who Sold America," is about Albert Lasker who was partners with Claude Hopkins, but that was in the 1800s...   There's just not many people out there anymore who are really big in the offer creation space.   And so I'm using the "30 Days" audiobook as a reason to reach out to BIG people, and tell them:   Hey, I'd love to get you in OfferMind. Oh, by the way, here's a sweet chapter. Oh, by the way, let me just keep adding value to your community. Oh, by the way, can I just get you on my podcast? I'm going to make you like a rockstar.   Watch what I'm doing in the next little bit...    I HAVE A PLAN   Watch the way I'm leveraging Sales Funnel Radio to create relationships with people that ultimately, (hopefully), lead them into speaking at OfferMind.   Did you guys like the podcast episode I did about how I pitched Russell on speaking? A lot of work went into that, right?    These are all direct response marketers, so it’s likely that’ll do the same thing for Bill Glazer and Mark Joyner. It's a lot of freaking work... but it should be worth it.    There will be 1100 people at OfferMind;  that’s as many people as my first Funnel Hacking Live. When I think of that, I pinch myself.   To sum up the OfferMind Funnel, we have the:   Ticket with a free upgrade = A FREE DISCOVERY CALL OTO #1 = VIP LISTING/ EARLY ACCESS/ DINNER WITH ME OTO #2 = THE CAPITALIST PIG AD BOOK LISTING The Bump = #TOP SECRET Swag  = IT’S RIDICULOUS THIS YEAR Goodie on the thank you page = CLICK AND SEE ;-)   I’m not even gonna tell you about the T-shirt this year... It's NOT the capitalist pig one. We created a new one. It's freaking cool.   I'm the offer guy, so it's got to be sick. This is going to be a really freaking expensive event, but it's going to be really fun.    If you want to get on the waiting list go to     # Make Money, Do Good

SFR 231: Finding My Performance Coaches...

Play Episode Listen Later Apr 5, 2019 22:11

    This is one of the first things I did to expand my team on the flight back home from Funnel Hacking Live...   Ray Higdon crossed the million dollar mark extremely quickly, and at Funnel Hacking Live he shared some of the tactics that he uses to grow his business at epic speed.   He had a great product, but that doesn't mean it's gonna sell, right?   ...and that's something I focus on a lot.   Anyway, Ray dropped a tactic that I thought was brilliant…   So I want to share the genius way Ray discovered to boost his Facebook Community...and some of the surprising things that happened when I used the same tactic in mine…   (You are gonna be surprised) ;-)   SOCIAL AMBASSADORS   There's a lot of negativity on this planet, and sometimes we need safe havens to go where our dreams are still okay and we don't have to constantly be in defense.   So to keep engagement high and help people to know that their online community is a well run and safe place for them Ray created Social Ambassadors.    Here’s what he did...   He put out a post to his group which said:   Hey! I’d love you to be a social ambassador for my community. We expect around five hours a week from you... and just to be completely clear, it doesn't pay anything…   But you will get:     MORE access to me. A chance to chat with me a bit more. Exclusive behind-the-scenes stuff. To be part of team huddles before we do events. Exclusive swag, etc.   ...and that was kind of it.    I thought: “Hey, that's  really interesting.”    So on the way back from Funnel Hacking Live, (on terrible Delta Wi-Fi), I decided to apply his strategy.   What happened next shocked me…   FINDING TALENT   I created a Wufoo form and posted it in the  Science of Selling online  and a few other groups along with a post that said: “Help Wanted!”   I asked everyone who was interested to answer a few questions:   How long have you been in the group?   What programs of mine are you a part of ?   I wanted to know how much they could help people if I made them a social ambassador for my community.    The last question said something to the effect of:   “Do you understand that this is NOT a paid position? This is NOT a position that comes with monetary pay, but you’ll get MORE access to. Are you okay with the fact that you will NOT be paid?”    It was very forward about the fact that there was NO MONEY involved, and the applicants had to tick “Yes” or “No,” to show that they agreed   About 72 hours later, I checked the stats. 116 applications had been started…   BUT… the last question, ONLY 26 actually finished.   There were even some responses from people who were just a little bit mad about the no-pay thing.   So I wanna explain something to you guys about this…   MOTIVATION MATTERS   I learned this somewhere in my childhood...   Sometimes you just do stuff to do good things... Sometimes you just do things in order to be more known and gain proximity around other people…   When I got the call to let me know that I’d been hired by Russell, I was like:   "I know this is terrible negotiation strategies, but  I would do that for free. You're saying you're gonna pay me to come sit by Russell so that I can help him build funnels? Yeah, totally, 100% absolutely!"   When I'm looking to hire somebody or bring somebody into a team, I want them to be married, first and foremost, to the mission that I’m serving.   I’m The Capitalist Pig (#got the t-shirt)   I'm trying to teach people to get rich. I'm trying to teach people who didn't have an upbringing with a silver spoon. I'm trying to show people who actively try to launch the formulas they can use to make money in easy ways on the internet.   However, if one of the first questions out someone’s mouth when I try to hire them is:   “Well, how am I gonna get paid?”   “How am I gonna get compensated again, Stephen?” “How are you going to be helping me?”   “Okay, Stephen, this is what I need from you.”    … that SUCKS!   Instead, I’m looking for people who ask:     “What is it that you want me to do?” “What does your audience need?” “How can I serve?” “How can we help more people?”    HEAR ME CLEARLY…   The “I need to be making money from you before I'll even think about serving you” mindset is a very different mentality.   Now, I understand that this is a 100% a give-and-a-take situation, (all business is), but when the first question out of someone’s mouth is:   “SHOW ME THE MONEY?”… #warning sign   I don’t want to say names here… but someone extremely famous (that you probably know) says that he wakes up each day, and asks himself:   "How can more people be saying my name every single day?" He's like, "All my focus is how can MORE people hear my name?"   ...Russell and I were laughing about this because it’s 100% the opposite motivation that a lot of us have in this space.    It's not that it isn't nice to have a little limelight. It's not that it isn't nice to grow and have a big following. Those are all byproducts of what we all do, but it's NOT  the core motivation.   Man, we're trying to like change the world.    We're trying to go help and bless... and cash is a byproduct of that.    So when I have somebody come to me and say something like: “Well, how much is it gonna pay?”   ...and it's specifically, a monetarily-driven individual… I appreciate their focus on cash. I have a massive focus on revenue and you need to be focused on that.   BUT…   When I can tell that cash the ONLY thing that they care about, and that they will only go to the extent of the contract for which they are hired…   *I DO NOT HIRE THAT PERSON*   GO THE EXTRA MILE? So here's what happened when I posted for Social Ambassadors for my online community… (this is sooo interesting!)   Out of the 116 who started to fill in the application, ONLY 26 finished when they realized that it wasn’t a paid position.   I’d asked for a three-minute video explaining why they would be a great fit.    The hardest part was that those who actually took the time show up, we're ALL pretty much all incredible. They were all just amazing individuals.    (So I can use more than one social ambassador for the groups that I have, right?)    However, there were a few specific key individuals that I saw videos from where I was like, You know what…   That person would be great as a Performance Coach in my OfferMind program. This person would be perfect in this specific role...    … it helped me see the people who shine... and who sent in applications with NO thought of pay.   And so I reached back out to those people and said:   "Hey, thank you so much. I actually don't want you for this social ambassador role. I actually wanna bring you in as a paid member of my team."    HERE’S THE TEST...   Now,  I gotta be honest with you, I did something that might make you a little uncomfortable…   I purposely low-ball on how much I will pay.   I say:   “We still have to review a few more applications, so we’ll reach back to you if this works out. I was just wondering if you had any interest?”   If they're like, "You know what, that's fine. I would have done this for free."   I'm like, *JACKPOT*   … and, THEN, at that point, I pay a fair wage. Does that make sense?   So I start out by checking out:   Who just loves the mission I'm doing? Who just wants more proximity? Who wants to be able to go in and just see more behind-the-scenes of what I'm doing?   ...and it sifts out a lot of people.    I'm not trying to offend anybody, but this is why this tactic is soooo effective.    There are several filters I use:   Who would do it for free? I low ball those who would be great for a paid position to find out whether they're still totally in and ready to rock. If the low ball didn't bother 'em at all, I go back and announce the real wage.    I’m sure some people would get pissed off by my methods... and that's ok.   You have your methods, I have mine.   What's cool is that it helps me find those individuals who are all in and really excited to do what I'm doing.   SUCCESS LOVES COMPANY   I'm in the ClickFunnels Inner Circle, and I've never seen anyone stand up to accept their 2 Comma Club Award who was the only person in their company.   *IT DOESN’T HAPPEN*   I can't even think of one person who got a 2 Comma Club award by themselves.   It takes MORE than ONE individual because you’ve gotta divide and conquer. Someone’s gotta:   Hand fulfillment Send in ads Help push out content   It's a full-time profession to be the offer and product creator, and that's my role.    The whole core of my business is content, coaching and creating products, but there are people in other roles... otherwise, I can't do what I do.    ...and I massively try to find ways to scratch their backs.    DO NOT STEAL MY TEAM ;-)   My content team are amazing, brilliant individuals. I am so lucky to have them.    I'm always nervous to tell you who they are… I don’t want anyone to steal them from me.    But I constantly try to do things to help 'em realize how much I appreciate them... things that they’re NOT expecting. Things that I didn't lead with.   If you guys go to, you can click on Team at the top, and it will show a lot of the members of my team.    I kind of cycle them; different members are featured at different times. Not everyone's on there ALL the time... But it's my way of saying, “Thank You.”    So they're featured on with a link back to their personal profile page. Which is pretty awesome, right?    I didn't need to do that, but I'm trying to constantly to give extra little goodies and shout-outs.   I filmed testimonial videos that they weren’t asking for (or expecting) that they can use to keep getting clients, and I kick clients and referrals to them ALL the time.    In fact, there's a ton of people now on the ClickFunnels team who know about my team members by name. They ask how and what we're doing because we're killin' it!   So how cool would it be to just connect people? That's a HUGE value add which increases the beneficial relationships EVERYONE, my team as well.    BUT…   If it takes all those things in order for somebody to agree to work with me, I don't want them in the first place.    I'm a capitalist. Ya gotta be awesome to work on my team.   I'm extremely aggressive and very competitive.   I’ve got a smile on my face. I'm kinda jovial. I laugh and stuff, but I am extremely competitive and I am here to win. I do not lose.   I'm not saying that I don't EVER lose, but that's my mentality.    I'm ready to rock, take over the world and push my message out to the ends of the earth, so my teams gotta be awesome.   I create competitions and contests to find people and bring them into my team.    I didn't pay 'em a ton of money at the beginning. I've gradually increased their pay across the board... and added tiny nuggets that they weren’t expecting.   MY NEW SHOW   We're doing a huge project right now…   I'm gonna have a third podcast based around the One Funnel Away Challenge. I’ll interview the cool success stories from people who've taken the challenge.    There are some crazy stories that can't go to waste.   But very soon what I  want to do is interview my team. Recently, I told them:   "Hey, let's get you guys on Sales Funnel Radio. Everyone deserves to know who you guys are and how awesome you are."    Just because I'm paying them... doesn’t mean I don’t have to sell them over and over on the vision and the role I have.    My team knows why I'm doing what I’m doing, and they know how much I appreciate them. I can't do it without 'em.    I'm trying to help you understand how I find my team, what I look for, and how I support them and make them feel appreciated.   By using Ray Higdon’s method mixed with my own...   I have Social Ambassadors in The Science of Selling Online and my other groups. In OfferLab, I’ve got Performance and Accountability Coaches.   I’ve built another layer of support for my community... and the products I sell.   I’ve literally created another arm to provide an extension of what I do. It's been a ton of fun, but the way that I do it is very methodical. So I thought I'd share a bit about my methodology for how I bring a new team member on.    I hope you're expanding your teams, or at least you have it top of mind.   First and foremost, I want to find people who are married to the vision…   And then, I will make sure that they are paid well... and overpaid in terms of the little bonuses I give them.   BOOST PERFORMANCE   I have two content teams I have an Internal Funnel Team I'm starting to put together a Coaching Team We're gonna grab an assistant soon, (l’m sooo looking forward to that!)    In The 4-Hour Work Week, Tim Ferriss talks about giving your team a crazy amount of room to just mess up…   NO! I require my people to be absolutely amazing...    But that doesn't mean that I need to be a crazy jerk.   I don't have to be all Mr. Negative and constantly down everyone's throat, and reminding them:   “You're replaceable. I could fire you. At any moment I could get rid of you!”   That's NOT an environment anyone wants to work in.    I am NOT here to make somebody scared to come to work or do a task for me. I'm here to enable them to do the thing I hired them for.    One of the practices I have is to continually ask:   "Hey, what is it that you're needing from me that you don't have that you need to even do what I hired you for?"   If someone's amazing at Facebook ads, I need to facilitate that individual's zone of genius.   I'm NOT good at Facebook ads, so they shouldn't come to me asking how I want my ads run…   I don't know! They’re the expert. That's why I hired them.   ...but it is my role to get them everything they need to do what I hired them for in the first place.    On my team, I’ve got an:   Amazing YouTube expert. You guys'll get a chance to meet her in a little bit.  Awesome blog writer, (two of 'em). Incredible, incredible blog creator.  Audio guy who balances and patches my podcasts together in a genius way. Absolutely incredible social media expert who spreads all my content around. Absolutely fantastic Pinterest expert, she's amazing at what she does.    They're ALL incredible, and they’re as geeky in their thing as I am in mine... and that's the way it's supposed to be.   My entire role in my business has begun to shift as I take on to do lists that facilitate a zone of genius that they already have.    It shouldn't always be done in my way because I'm not an expert in what they do. I'm here to facilitate their zone of genius.   Back in the day, I could just look at a funnel and tell that if I just got two or three things from my client, then I could make their funnel do things that they didn't even know existed.    BUT…   Because they dragged their feet, I couldn’t do the epic crap that  I wished I could.   I would tell some clients, and they'd be like, "Well, I just don't know if I want that."   I'd be like, “Gah, just give it to me, and I'll do it! “   I don't wanna be that person for those that I hire or who work for me... so I’m constantly trying to figure out ways to give them the things that they need to facilitate their zone of genius.    Remember, I’m the orchestrator, NOT every instrument in the orchestra.    I absolutely love my team.   Hopefully, you realize the importance of the team too.   I don't look for a rock star to hire anymore… I look for someone who’s excellent in a single discipline. They don't need to know how to do everything.    I don't know how to do EVERYTHING.    However, they do need to be really, really, really freakin' good at the one thing I'm hiring for. I don't care if they suck at everything else.   Gone are the days where the renaissance man is paid above everyone else.   Get really, really insanely good at one skillset and hire out the rest.    ...that's exactly what I've done, and the same is true for my team.   I try to be the dream client for them, and they do all these extra things I never even knew existed... or didn’t even know to ask them to do.    BOOM!   As you likely have heard in my podcast, I left my job in January 2018 to build my million dollar business completely from scratch without any funding or any help... AND I HIT IT, right on February 1, 2019...   Just 13 months later, we actually grossed a million dollars, which is pretty awesome.    Better yet, I got to keep a lot of the cash, just 'cause my costs are honestly NOT very high.    That said, there are several tools, though, I use to automate vital pieces of my business and ClickFunnels is one of them.    ClickFunnels lets me build automated sales machines all over the internet that are non-stop pitching people for me. It's ONLY $97 a month.    Better yet, I don't need to be a coder.    If you're asking yourself, “Stephen, are you giving me a blatant pitch for ClickFunnels right now?” YES, 100%!   I think it's dumb when people don't use ClickFunnels. It makes you MORE and saves you MORE.    Basically, I have the power of an entire tech team in my hand and I want you to have it.   Go grab a free trial of ClickFunnels by going to   I want EVERYONE to experience the power of ClickFunnels in their business, so they're letting me hook you up at  

SFR 230: Designing A Launch Campaign...

Play Episode Listen Later Apr 2, 2019 30:14

  If people are learning about your product for the first time on the day it launches, it's a massive blow to your sales..   Launch campaigns are starting to die.    There are a few books out there that’ll teach you how to launch something, but proper campaigns are kinda becoming a thing of the past...  :-(   I was talking with Russell about six months ago, I said, “Dude, I feel like the term campaign is starting to die. People are forgetting what it is. They're forgetting the fact that a campaign is NOT setting up a Facebook ad.”   When you set up an ad Facebook calls it a campaign... If you set up a YouTube ad they call it a campaign...   But you have to think back to before any social media platforms existed…   How did these old-school guys create noise? How did they launch and bring a product to the marketplace? How did they do that without social media and without the Internet?   A: They Created A Campaign.    An ad can be part of a campaign, but it's NOT the campaign as a whole.   A campaign is NOT freakin’ Facebook ads. Facebook and Google and YouTube are destroying the term campaign.   Old school campaigners and direct response marketers, when social media wasn't around, those were campaigns.    Ads are part of the campaign, but it's NOT the campaign itself!!! (Urrg… Another riff there.)   So I want to show you how I design and structure a Launch Campaign in away that’s far more methodical than I think most people realize.    There's a pattern I use whether I have a week or six months to launch…   I am a pattern seeker.   So I wanna teach you the pattern with an actual launch I did recently.   A lot of times, I've found is when someone's product doesn't sell well it's NOT because the funnel wasn't good or the sales message wasn't good or the offer wasn't good.    Sometimes they just didn't accurately create pressure ahead of the launch.    So I want to show YOU how to create that pressure. It's pretty valuable stuff!    THE PROBLEM   I've coached a lot of people and helped them design their:   Messaging Positioning Offer Funnel   … and here's what happens.    They build the funnel, and then they push the launch button, (even though there's no launch button in ClickFunnels), they press launch... and literally, nothing happens…   NOBODY sees it because there’s NO PRESSURE created.    So I wanna teach you how to create pressure ahead of time... A LOT of pressure.   You have to understand that a marketer is an event thrower. We build pressure to events whether they’re virtual or not.    There are multiple campaign styles: Launch campaigns Evergreen campaigns.    Sadly, most people sidestep Launch campaigns and go straight to evergreen.   What they'll do is: Turn on the funnel Start driving ads   I'm not saying it's wrong, but…   There's a lot of cash that you're leaving on table when you go straight to ads. If that's the first time someone's heard about your product, that's a problem.    That should NOT be the case, EVER!   It's just like Hollywood…   COMING SOON   If the first time you heard about a movie was on the day that Hollywood released it, they wouldn't make much money...    Literally, the entire business model of Hollywood is to build insane pressure... lots and lots and lots of pressure for a specific time and date so that people talk about it and mark that date on their calendar.   … and it's because of this whole thing about anticipation.   Russell (and a lot of other people) have always said that Scarcity and urgency are some of your biggest tools as a marketer, but there's another one…   Scarcity and urgency are your biggest tools of a marketer post-launch, but pre-launch, (or before receiving whatever you purchased), your biggest tool as a marketer is anticipation.    So how can you structure and build anticipation to create emotion so that people start telling their friends, and it's so talkable that they literally put the date on their calendar???   I swear if you do this, the chances are that you’d make MORE money.    You ready for this, my friend?   HERE’S THE SECRET   What I do, (and my strategy behind it), is this:   I build a launch campaign for whatever I'm putting out there. I launch the campaign The day of the launch, all this cash comes in. I take all that cash and I dump it into my evergreen campaigns.   In my brain they're separate; they're very different roles, but they're both equally important.   Evergreen campaigns are gonna include things like:   Facebook ads Doing podcast interviews Getting on influencer's shows   Those are things that are evergreen and that will stay there forever. They just continually drip traffic to whatever I launch.   The actual launch campaign though, that's a VERY different beast.   A launch campaign is about making people feel like an event is coming up. It's about building that anticipation.    The scarcity and urgency of the event is the fact that it comes only once... and then, it's gone.   The launch that I’m gonna share with you know, (no one freak out), is for a product that you probably aren't even interested in... and I understood that when I decided to share it.    I wanna teach you how to structure a launch campaign... and that doesn’t change depending on the product.    True marketing comes down to beliefs changing.   So check this out…   CHANGING BELIEFS   I’ve been working with the CEO of Pruvit, (as well as some of their top people), to create something for their specific MLM.   I want you to see how I've been creating the launch campaign for the product.    All marketing, whether I'm creating a message or a launch campaign, I start the exact same way.    I write down the WHAT and the WHO:   I'm selling Wealth I'm selling to the MLM space It’s specifically for Pruvit   …  so I'm thinking through who the dream customer is?   If you've watched OfferMind at all, (OfferMind's coming up, September 2nd-3rd)... OfferMind is the funnel we're building right now, so that'll be COMING SOON!   Q: What did I just do there?   A: I just built a little anticipation for our future launch campaign that you don't know about yet… ;-) BOOM!   AN EASY SELL?   In OfferMind, I talk about how:   It's easiest to sell people who are already consuming a similar thing to what you're selling.    If you're like, “That doesn't make sense Stephen because I'm trying to make a blue ocean…?”   My answer is, “Yeah, but NOT always a ‘blue product’, right? That's very different.”   So here’s how I do it…   I walk through and write down some of the characteristics of that red ocean consumer. who'd be the easiest person to sell to?   If I'm selling to somebody in the MLM space, I'm going to sell somebody who's already:   In MLM - (#Pruvit) Using funnels. (I don't want somebody who's brand freaking new. Are you kidding? I’d have to sell them on the concept of funnels too. That's a harder customer) Knows how to drive traffic Publishing    So you go through and you figure out how to talk to people who are buying things that are already similar to what you're selling.   Your offer is different, but your products people are buying similar.   That’s a MASSIVE hack to the game.    SLOW DOWN   I start by writing down the offer,  (it’s basically done) and we could just launch and start telling people about it, but…   That would be a mistake.   I can NOT turn around and just start dropping this thing out to people.    People are like, “What? Why not? Start telling people, man! Get traffic.”   NO, NO, NO! I need to keep the waiting list page up I need to build pressure I need to create an event    … and I'm going to share with you, how...  and why I do that... And the easiest way to make this happen.   WHAT’S THE HOOK?   Now that I understand more of who I'm going to be speaking to and the offer I'm leading to…   I start thinking through hooks.   I’ve got the major marketing piece down; I’m very clear on the who at this point... and what needs to have happened already for someone to be considered a prospective customer.   At this point, the next thing is to start writing down all the audience lists that I have that might be interested in what I'm launching.    We have people who are:    On the MLM side Listening to my MLM podcast Specifically asking for the offer I've created Sales Funnel Radio and who wanna know how to do an onboarding case study or a launch campaign. The Science of Selling Online group   So zooming back here, I think through all the audiences that I have that I could go and talk to about this and I give everyone a number to identify them.   So if I have 7 audiences I’ll give them a no. from 1 - 7, (I’ll show you why in a minute).   Then…   My message changes for each group of people.   The major mistake people make with launch campaigns is that they create ONE message and they send it to everybody.   ...but this is specifically for Pruvit, and you may not be interested in that?   So the question is:   How can I repurpose what I’m doing and add value to *THIS* audience, aka Sales Funnel Radio?    Well…   I could teach you about launch campaigns.   ...which is exactly what I'm doing ;-)    Check this out:   Sales Funnel Radio = there'll be an episode called Launch Campaigns... (you guys are reading it right now.) WHAT? Oh my Lanta! #repurposing ;-)    So I think through ALL the different hooks that each of these has.   Secret MLM Hacks podcast = “Hey, you guys want to be a fly on the wall? There's no pressure.” Sales Funnel Radio = I'm going to tell you guys about my onboarding case study and launch.    The squares are for the podcast episodes that I'll drop.   For example:    This one’s for Sales Funnel Radio so you can learn how I structure a launch campaign.   … so think through:   Who you're talking to... (you should already have that figured out) What’s the offer you're building All the audiences that you have reach with   Next, you need to identify the:   The Hook The Intro The beginning message   ... that would be interesting to each audience.   One audience might just want to be a fly on the wall, but it still lets me put the offer in front of them. What do you think happens when that happens? I sell more.   Some audiences are specifically asking for this offer, so I'm just going to tell them about it... (and I'll tell you how I'm doing that). The Science of Selling Online might be interested in hearing about this with the hook:  “Hey, check out this onboarding case study!”? The Affiliate Outrage Group are very similar to the MLM group, so I'm going to tell them: “This is how you make your own training program. I'm gonna teach what I did and how it's structured the whole course.” The One Funnel Away people might be interested in this because a lot of them are in the MLM space and they always just go nuts on my door asking me: “Does this work for MLM?”   People who are on who are already on the waiting list.   Does that make sense? (I’m trial closing you? ;-) )   I'm thinking through:   Who it was made for All the audiences I have reach with The hook that would be interesting to them   HOW I GET CR*P DONE   Now there are two other things I want to share with you real quick about how I actually structured the launch itself.    Okay, so now I know who I'm talking to. I know about the hooks and the themes I'm going to talk about…   A campaign is just a vehicle to deliver a message   So…   What's the actual campaign? What's the Vehicle? What's the Message?    So check this out:   *THIS* is how I launched my first product when I left ClickFunnels…   I wrote the days of the week on my whiteboard, and then drew out weeks horizontally...   I think through the ways I could reach out to all of these people?    For example:   Facebook live into groups Facebook messenger Slybroadcast texts Email   Next, I identify what group I’ll talk to on which day?    Monday = Facebook live to the Science of Selling group.   To find out what I'm gonna do on each day, I just look at my chart…   That way takes all the thinking out of it and I can just focus on the message.    I know what I'm supposed to be doing every single day for the launch.   A lot of reasons why people don't make a lot of money with their funnels is because they don't actually structure a campaign.    They just finish the funnel and then they just start kind of telling people about it... but there's NO PRESSURE behind it, so it dies. They got nothing!   So look at this…   I'm gonna drop out an email for number one, two and six.   Q: What am I doing?    A: Building pressure and anticipation.    I know that I'm launching on Friday; so what I'm going to do on the first four days is pressure, pressure, pressure, pressure, pressure.    MESSAGE TO MARKET   Q: What are all of the messages going to be inside of this?    Vehicle Internal External Launch   ... that's it!    I can check to see what's going out each today.    You have to understand that there's a vehicle, internal and external false belief related individually to each one of those groups.    Now, while some people are in multiple groups, collectively the belief of each group is different.   So I need to understand the vehicle, internal, external false belief as fast as possible.   So when I write an email, I'm NOT talking to each audience in the same way…   You see what I'm saying?    For Example:   I know you're probably not in an MLM, so I'm NOT here to pitch you. I'm here telling you what I'm doing so you can structure the exact same campaign.   But when I talk to some other groups, I will be pitching. I want them to go to my offer.   However, I can still repurpose my content and talk to a whole bunch of other people to make noise.   I'm in the business of making noise. So a campaign is the vehicle that delivers the message.   Most people don't do this... and their campaigns SUCK.   They’ve got:   Good products Good funnels Good offers   … they're just terrible at launching them, and they get no money.   So they go straight to:   Evergreen campaigns Facebook ads   ... stuff like that.   There's no feeling of: “I can't wait for it to come out. Take my credit card!”   ...and that's what I wanna create.   MY CAMPAIGNS Here's the campaign structure itself for the  Science of Selling Online Group:   Monday = Facebook live Wednesday = an email with a lot of internal hangups stuff   Friday = an email so you can watch and follow what I'm doing.      The number twos are the people this product was specifically built for, so I'm gonna drop an email to them just announcing the fact that we've got it ready for them.    Then we have more emails covering:   Vehicle Internal External Launch Another  2x email   But then, we're going to drop out a text message because I have phone numbers for almost all of them; so I'm gonna drop out a broadcast text message.   The text will be something like, “Hey, on a Friday I emailed and sent you a voicemail as well. I just want you to know that it's available. The thing that you've been wanting all along is here.”   So the modalities interact with each other. Does that make sense?    I own real estate and for a while (like two, two and a half years ago), I thought I was going to go and do more stuff on the real estate space…   The way I did it was like, “Hey, put your home address in here and I will send you a quote for how much you could probably sell your house for.” they put in their:   Name Email Phone number    … they opted in.    15 minutes later I automated a text message to them which said:   “Hey, let me look this up real quick and I can give you a call.”   Then about 30 minutes later, I automated a Slybroadcast that said:   “Hey, I texted you saying I’d call. This is me calling. I just want you to know we got some cool information for you, just make sure you call us. Go check your email because I'm gonna email you something.”   An hour after that, I automated a pdf that was kind of applicable to anybody.   Every single message was, “Call me, call me, call me, call me, call me, call me…” 'Cause I know if they called me it's worth waaay more than me calling them.    I'm parsing out all the easy people to grab.   Each one of these things in the campaign interacts with each other!   If you’re thinking, “Steven, and this is deep!” Yeah, no Duh! I love what I do, okay?    MIXING IT UP   Maybe people don't like checking email. I hate checking email. People are like, “I emailed you months ago.” I'm like, “Sweet, I definitely didn't see it.”    “Steve, I Facebook messaged you months ago.”  “Sweet, I KNOW I didn't see that!”   Not everyone wants to consume their communication in the same way... but I'm definitely going to:   Point them to it Make it interact Connect with story    The launch campaign is as important as the evergreen campaign    It's one of the major reasons (besides affiliate marketing) why I've NEVER had to spend a dollar of my own on my own business.    Instead…   I structure a launch campaign Put all this pressure on Release it to the people I was building pressure for I take that cash and go dump it back into evergreen style campaigns #ads    ...and so it builds off itself like crazy!   In my high-ticket group called OfferLab,  this is the kind of stuff we do.   We structure the:   Sales message Offer Funnel .... but then, the next piece is the launch campaign.    How do you get a butt ton of money so you can go dump it straight back into ads, and now everything is pure profit?    You put a dollar in... but it wasn't even your dollar anyways! It came from the launch campaign… Do you see what I'm saying?    Here’s *A SHAMELESS PLUG*, go to if you want to see more.   Hopefully, you can see that this is ONE of the reasons why my stuff has done so well.    I feel like people just don't understand the launch campaign.   BUILDING PRESSURE   When Russell puts things out, he builds pressure and soft drops.   That's why he creates so many open loops when he's speaking:     Just wait… It's coming…   Oh, my gosh… here it comes... He’s creating anticipation and pressure and that really annoys some people, but whatever...   Each day, I go in look at my checklist to see what part of the campaign I’m focusing on next:   I've done that, so I'll go do a Facebook live in the next group.  I'm gonna drop out an email to that audience, that audience, and that audience. Where am I in the campaign for that audience? Where am I in the campaign on Thursday for that specific audience? Here’s the theme I’m using. I  know the specific day it's launching so I say: “Make sure you're on the waiting list!”   ….I'm building pressure, pressure, pressure, pressure, pressure.   Call to action, call to action...    Waiting list waiting list, waiting list, waiting list.    ...and then all of a sudden, BOOM! The product is launched like crazy.   BONUS INFO   One of the BIGGEST mistakes people make when they create a launch campaign is they don’t have a way to create A LOT of momentum and pressure.   So how else can I leverage the fact that noise is naturally going to expand further than my own reach?   Check this out:   One of the things that we're doing, (and I've done this on Affiliate Outrage).   After people opt into the member's area, you’ll see a message: “Hey, if you want this other cool thing for FREE, this is how you get it…”    It's part of the members' area, and they can click enter and unlock it after they've shared on social media.    That's me hyper-leveraging what's going on.    I'm taking something that I know is highly attractive to them; very, very sexy, and entering it inside of a sharing contest.   If they share with two or three people, this extremely, extremely attractive, sexy thing unlocks.   The list I’m using will hit probably almost 30,000 people this launch, but then I can probably expect a 25 to 40 percent referral traffic share rate... which means I should get like another 5,000 - 6,000 people that are NOT on my list.    I'm going to ask everyone to share on social media and reward them for it.   It's NOT just what am I selling, it's NOT just how am I selling (sales scripts, sales message, funnel wise), it’s what’s the campaign that launches my funnel?    A funnel is NOT a launch.   What are the mechanisms you’re using to create noise? What are you doing to create pressure and momentum?    I actually bought and I'm going to do an offer summit…   Why?   ...’cause it's going to create tons of noise explicitly around the back of the OfferMind event. It will ride on the back of OfferMind.   So many people are like, “It's hard to fill events.” It is hard, but if I structure all the campaigns ahead of time, it's actually NOT that crazy!   Until Next Time: Get Rich, Do Good, Give Back   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   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 are 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   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  

SFR 229: Just-In-Time Learning...

Play Episode Listen Later Mar 29, 2019 26:30

This is how to remove noise in your head and keep high momentum in your business…   A few days before Funnel Hacking Live, Russell reached out and said, "Hey do you wanna speak for another 5- 10 minutes on one of the last days?”   He said,  “I want you to talk about your concept, what do you call it, where you just learn a just little bit at a time?" I was like, “Oh, I know what you're talkin' about…”   So I'm gonna walk you through my 5 STEP PROCESS that I use to stay focused and achieve my goals.   HOW TO STAY FOCUSED WHEN YOUR HEAD HAS OTHER IDEAS   First of all, you have to understand that my head moves very quickly and I have a hard time turning it off to go to sleep.   Sometimes, I have a hard time focusing on things, and when I do focus it’s a hyper-insane focus.   A lot the time, I pop music on 'cause it quiets my head, and then I get crazy focused with a magnifying glass kind of energy on the one task I'm doing.   About six-seven years ago, when I started trying to be an entrepreneur, one of the things that I had a really hard time with head noise.   You get noise coming from all different angles:   Internally noise from you trying to understand some new concept you've never heard of before that you know is crucial.   Self-doubt: I hope this works. I hope this is good. I hope this is the product.   But then, there's all this external noise too:   Friends and family who don't quite get what you're trying to do... “Is this the one that's gonna work?”   People who are actively trying to sway you from NOT doing your dream and your goal… “Maybe you should you get a proper job?”   Even if it’s only a handful of people, that noise can cause more head noise than everything else.   So there's noise, noise, noise, noise, noise all over the place, and it’s frustrating sometimes... and sometimes it's hard to move forward.   So to deal with my frustration and all the head noise, I developed  5 questions that I use to keep me on track.   I wanna teach you the process that I go through on a regular basis to reduce the noise in my head, gain insane clarity, and keep momentum high inside of my business.   It's an exercise that I encourage you to run through at least once every three to six months.   Some of it I do pretty much every day... but part of it, I make sure I come back to it every three to six months.   LEARNING LOOPS   This whole process actually started when I started beating myself up for still being broke   I remember I was riding my bike home from college one day. I still had a lot to learn, but I was saying things in my head like:   I know what I'd do in that guy's business.   I know exactly how I'd go handle that guy's business.   Why is his business like that?   … but, I was the guy who's broke; how hilarious is that!   So…   I started asking myself:     Dude, why are you still broke?       What is wrong with you?       Something’s gotta be wrong with YOU because you've been studying for two years and your wallet’s still pretty darn thin!       Why isn't it working?     I spent a long time trying to answer these questions... and a few things happened.   Number one, what I realized (right there on that bike) was that I was stuck in these learning loops.   I was actively learning, seeking and studying. I was learning A LOT, and I truly did feel like I knew what to go do in ‘someone else's business’ to increase their sales…   But I was still broke because...   I was learning, reading, and studying for the sake of feeling the semblance of motion, but NOT actually moving.   I was stuck in learning loops.   TIME TO BREAK FREEI want to teach you something that I think will really help you dramatically get clarity on what  you're trying to gain in your life.   The questions that scared me the MOST when I first started were:   Stephen, what do you want to do?   What do you wanna be?   What do you wanna have when you grow up?"   It was scary when people asked me that question, 'cause it felt so final.   I didn't want to say what I wanted... and only have stick to that! I wanted to have some flexibility. I wanted to be able to develop different things that I had interests in… Do you know what I mean?   ... and so it scared me. It was a false belief, I had to overcome... and it was challenging.   I didn’t just have a whole bunch of false beliefs about money; I had to recreate my relationship with money.   The fact that you're an entrepreneur means that you CAN do different things. There's something to focus and getting something done, but that doesn't mean that you can't go build other things as well.   (And we'll talk about that in just a little bit…)   I’ve got MORE done in the last six, seven, eight months... far more than in the first three, four, five months that I was out on my own.   Even though I was hustlin' like crazy...   I was barely sleeping. I was just getting the product out the door. I was selling to make sure that we weren't gonna die in a gutter.   It was SCARY for a while.   We were like, “Crap no one really bought off the webinar that time. Is this gonna work? Crap, crap, crap!”   So these where  are 5 Steps I used to reduce the noise in your head and massively increase the momentum in my business (and these are in order ):   STEP #1: DECLARE YOUR GOAL   You have to declare what you want. If you don't know what you want nobody else knows how to support you.   It’s funny how the moment you start declaring what you want in your life things begin to conspire for your sake.   People finally know what it is that you're doing, and they start coming to your aid to help you build your stuff.   However,  nobody can do that if they don't know what you're going to build in the first place.   The scary question people have about this is: “Stephen, does that mean, that everything I do is final and I can't change ever?”   No, it doesn’t mean that at all.   In fact, the next blog will be about focus and when it's okay to bring on something else.   So anyway, back to Step #1...   You have to be able to declare what is it you want.   Every year, I declare my public goal. Every January I drop out a podcast episode declaring my goal, and it's one of the scariest things I do.   BUT…   You have to declare what you want and where you're going if you want to get there!   STEP #2: BRUTAL HONESTY ABOUT WHERE YOU ARE   You have to have brutal honesty about where you are in relation to where you want to go.   That's why I get so fiery when someone goes to rent a Lamborghini to take a picture in front of so they can increase their status because of a picture.   That’s NOT what causes success in business. That crap drives me nuts. It’s not helpful at all.   I'm not saying that having a Lambo’s a bad thing. I'm sayin' when you feel like you need to be somebody else, that's a BAD thing.   The internet lets you be *YOU* louder. That's what's so awesome and beautiful about this space.   You need clarity and MASSIVE honesty about your current position. Honesty in your current spot…   ...which also means where you are NOT.   When I realized: “Oh my gosh, Stephen you're broke.”   I didn't say to myself: “You're not that broke.” When I got kicked out of my first semester at college because I failed out. I got honest with myself:  “Larsen, you're dumb.”  I didn’t say: “Well, you're not that dumb…”  No, man... I was stupid. I didn't know how to learn.   I was 35% body fat in high school. I had a double chin and I was working on a triple (a very obvious one)... I was only 5'6"... (I grew six inches later on that year, I sprouted like crazy)...   But when I realized that I needed to lose some weight, I didn't sit back and say: “Oh yeah, you're not that fat.”   NO!   I was like:     Larsen, you're fat!       Larsen, you're broke!       Larsen, you’re dumb!     Be honest about it. Stop trying to sugarcoat it.   If you’re bad at building funnels or you suck at traffic own it. I suck at traffic. That's why I say that. It's Truth. I don't try to get good at it.   Somethings you have to address in your life in order to move forward and other things you can outsource.   After I got kicked out of college, I went back four years later and had to reapply... I almost got straight A’s for the rest of college…. BUT I worked my face off to try and learn how to learn.   It was an active pursuit of mine. That's not gonna happen by accident.   I had to learn how to learn, and it was challenging. It was one of the hardest periods of my entire life. It was really rough.   It NOT a pity party where you constantly beat yourself up for the sake of honesty. I'm not sayin' that at all…   YOU JUST NEED TO GET HONEST!   If you’re NOT brutally honest about where you are you won’t be able to move onto the next step.   STEP #3  JUST IN TIME LEARNING   Just-In-Time Learning is when you learn only what you need just in time for when you need it.   If I don't need to know anything about SEO, I am NOT going to learn it.   Imagine this on a graph:   #1: The goals at the top.   #2: I've gotten brutally honest in where I am, and I'm like, “Oh crap, I'm actually down here at the bottom…”   #3:  I'm NOT gonna solve problems that are halfway up the graph. I solve the next problem that's directly in front of me.   *SOLVE THE PROBLEM THAT’S DIRECTLY IN FRONT OF YOU*   I'm gonna be annoying here so you remember it. This is the way entrepreneurship works; it’s a faith-based game:   I see the peak, I do not see the path.     The path doesn't really matter because you CAN’T see it anyway.   The ONLY thing you can see is the first one, two, three steps in front of you. Everything in the middle is dark; you can't see it. It's NOT even existent yet. You just know it's kind of there.   So one someone says to me:   Stephen I need to know ALL the pieces.   Stephen I need to know ALL of the secrets before I can take any kind of step forward.   I'm like, “You're not gonna win!”     A little papa bear moment here:   You're not gonna win. You will not make it in this game if you need to know ALL the pieces before you get started. Welcome to entrepreneurship. You are in the business of solving problems.   I’m so tired of the saying that: “A CEO reads a book a week." Great! You aren't a CEO! So cut that crap out.   A CEO is NOT in the same business that an entrepreneur is in. A CEO is in the business of systems.   A CEO is in the business of building and tweaking systems. An entrepreneur is in the business of problem-solving. Which means you shouldn't be all over the place just studying for the sake of it.   Here’s another saying that sucks: “Knowledge is power.”   NO, IT’S NOT! Doing something with knowledge is power.   ...and so what you do is you learn for the one step in front of you:   You see where you’re going. You honestly see where you are. You learn for the next single step that you need to take.   You won’t know EVERYTHING, but you will know just enough to place your foot on the ground Boom! Then the next step will appear…   If you’re like, “CRAP, I  don't know how to take this next step!”   Now it’s time to:   Read   Listen to podcasts   Take courses   Find gurus   ...because you need to hunt an answer.   Don’t learn for the sake of it. I'm not learning just because it's interesting. I'm learning to place my foot in the next step.   This is 100% how it's done.   You gotta stop learning for the sake of it.   I'm not making fun of SEO. I'm not making fun of traffic. But I'm telling you it is NOT on the path that I need to know. It's not on the path! It's NOT my role.   I'm in the business of solving problems, and the problem that I'm solving has nothing to do with SEO. The problem that I'm solving has nothing to do with a logo... in order to create cash.   I'm sorry, it's just not on the path. I don't need it.   I made a ton of money without having a logo.   An official color scheme and palette. No, I don't need any of that stuff.   That's not what causes cash.   At any time, any time, anybody can ask me, "Stephen, what's the problem "you're trying to solve right now?" And I can tell you what it is.   I can tell you exactly what it is... because it's the next thing that's always on my mind. I'm not looking any further.   I might spot check every once in a while to look at the model of the industry that I'm following:   “Okay, yeah, I'm doin' the right thing. Okay next, okay boom. Boom, then head back down. Boom, boom, boom, boom, boom.”   ..and then doing the work.   My speed is dictated a lot of times by how well I can quantify the next question that I'm tryin' to solve. It's not to offend anybody, but so many people are just studying and learning, reading and consuming.   No wonder you feel like your wheels are spinning.   You have no idea what you want. You have no honesty in where you are… it’s just new goal, new goal, new goal, new goal, shiny object, shiny object, shiny object. You're all over the place.   If you don't know these first two anchor points, you can’t know the next step! You can't!   STEP #4: KNOW THE MODEL   I'm talking about the industry model that you’re following.   For Example:   If you're selling E-com, you have to ask yourself:   “Are there other people largely selling what I'm selling?”   The answer for every person reading this is, yes. Yes, there are.   If you're shipping a product, other people have proved how to ship products and create a business model.   I’m NOT just talking about funnels...I’m talking BUSINESS MODELS around how to ship stuff successfully, etc   Other people have already done that successfully before you.   If you're selling supplements, ( and I don't care if you're selling a brand new supplement), other people are also selling supplements. So take one step back and look to see what the industry has proven to sell.   I'm in the info-product model space, so I follow the info-product model... which means a lot of my decisions are already made for me.   Funnily enough, in the last month, there's been many people who've reached out and said, "Stephen I'm concerned that it looks like you're working maybe a bit too hard."   ...and first of all, I wanna slap 'em...   Secondly, though, the ghost’s in the machine, man. There are so many decisions that are already made because I’m following a proven model.   That's why my speed is so fast.   Another way to think of it is the value ladder.   What's the info-product traditional value ladder that exists out there?   At the bottom, there's a podcast.   Then there's a book.   Next, there's some course.   Finally, there's some high ticket thing.   Sweet!   Well, I'm gonna go start here in the course area, and once I prove out that concept, I don't have to ask myself the question of what product should I launch next? No!   Everyone in the info-product space makes a book next. So guess what I'm doing, I’m writing a book.   Everyone in the info-product space is publishing, 'cause it's info. So guess what, I've got a podcast.   Watch what's coming next…   I'm just following the freakin' model that's been proven forever in that space.   This is HOW you navigate that dark middle space where there’s no path!   I can hear people saying, "Well I'm different." No, you're not.   What you need to do is go back to see how people in your space have proved the best way to sell the thing that you’re selling.   Whether it’s:   Supplements   E-com   B2B   Retail   Info   ...there's a model that tells you how to best to make sales happen on the internet …   Do you know it?   No wonder you feel like you're spinning!   Do you know what it is?   No wonder you feel like you don't know the next step.   “Oh, Stephen I wish I just had more information.”   “Is this product good enough to sell?”   I'm like, “Dang man, I'm NOT in your industry. So I'm NOT gonna know the answer to that... And I'm NOT even the one buying your thing.”   Stop asking me. Go drop it out to your dream customers.   ...which leads to STEP #5   STEP #5: HOW CAN I INCREASE MY SPEED?   Once every three to six months I like to ask myself the question: “How can I increase my speed?”   Money loves speed. Money likes speed A LOT. I'm just one guy, so how can I increase my speed?   Shortly after I left my employment, I was on a flight back from pitching an audience. I sold 20% of the room which was great. I was a celebrating for sure.   But on the flight back, I started panicking a little bit because I realized that I could not even fulfill on the 20% orders to a level that I wanted to and it freaked me. I got nervous.   How on earth could I scale to a business where I'm selling millions of dollars?   So I had to ask what systems from the info product model that I was following would be required in my business in order for me to pull that off?   I asked: How can I increase my speed?   That’s when I started hiring people.   That’s when I started getting systems for support.   That's when I started getting a fulfillment center to actually ship stuff out.   That's when I actually started systemizing more things.   ...and we're still doing that.   We go back and forth between the marketing and the systems dance. Marketing, systems, marketing, systems, marketing, systems.   But I need you to understand this, this is a huge principle:   Every time I ask the question, ‘How can I increase my speed?,’ typically, (and maybe it's just 'cause I'm a funnel builder), the answer has little to do with me getting more sales.   Typically, it has a lot for me to do with building out systems to handle more sales.   Getting more sales isn’t the hard part, (especially if you do what I'm talkin' about and you actually publishing and do all the things).   Systems are, (usually for me), the thing that can increase my speed the most.   I recently asked myself this question on the way back from Funnel  Hacking LIVE, and as a result of that, we hired another person to increase my speed with a product.   Every time I ask myself that question, it's ALWAYS uncomfortable because something in my business structure usually has to change, and I have to be more malleable.   THE 5 QUESTIONS   Answering these 5 Questions will drastically reduce the noise in your head, because when :   You know where you're going... You have honesty about where you are   It gets really easy to figure out the next single greatest problem that you should be solving in your business.   Does that make sense?   You might already know the answer. It's not that it has to take three, four, five, ten months, whatever... it could be an afternoon or an hour just to set up a system and then move onto the next step.   It's easy when you have a blueprint.  It's a loose guide along the path. You’re not gonna know all the details, but you’ll know enough to move forward. It's kind of a 30,000-foot view.   Where am I going? Have I declared it? Honesty in where I am...which means honesty in where I'm not? The next single step for me? The blueprint, if I kind of have an idea of the blueprint on the way? Is there a way can increase my speed?   I don't really believe in shortcuts. I do believe though you can increase your speed on the path.   I feel like people look for shortcuts too long, and instead, they could have just done the actual work. It would have been faster.   That's it, my friends!   Gain clarity on where you're going because your audience can't follow you if you don't know the answers to these questions.   It's hard for you to raise a banner and to know what you stand for, and for people to come and support you.   It's hard for everything around you to start to conspire for your sake if you don't know the answer to these five simple questions.   I challenge you to write these questions down and put them on your wall:   Where am I going? = Name Your Goal. Where am I right now?   Brutal Honesty. What do I need to be doing next to hit the goal?  = At all times be able to know what the question you're trying to solve question is. That question changes frequently. What’s the model I’m following? = This doesn't change that much, but if you don't know the answer to it, that's some scary crap. How can I increase my speed? = Every three to six months I drop myself that question, and boom, boom, boom, boom, boom, my speed massively goes up.   Hopefully, that's helpful my friends... and  to finish, I want to share my new tagline and the theme for OfferMind which is:   Get Rich & Do Good.   Alright, my friend. See you later.   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   Again, that's

SFR 228: Leveraging A FunnelHub...

Play Episode Listen Later Mar 26, 2019 29:44

FunnelHub is kind of a new term, and it’s something that Mike and AJ Rivera are experts in.   A funnel is not a website… but sometimes people still get confused...   About a year ago, somebody reached out to me, and said, “Hey would you please take a look at our funnel it's not converting very well?”   They hired me to come in workout what was going on. I went to look at their funnel… I opened up all their URLs, and I immediately, off the bat, I could tell:   This is NOT a funnel. This is a website.   When I told them they were like, “No no, no, no, no, no. This is one hundred percent a funnel.”   I said: “No, one hundred percent, without a doubt, I swear on my life, this is NOT a funnel... because for starters, you’ve got exits all over the page.”   A funnel is a funnel because there's only one way to progress. You either have to purchase or opt-in. If you can exit in any other way, besides the one way forward, that's NOT a funnel. That by definition is a website.   They had exits in their headers all over the place. Exits the middle. You had to scroll down to the bottom to even opt into anything and move forward in the funnel they'd created. I was like,  “Guys!”   So we switched a few things up to make it a legitimate funnel, and just that one switch alone, BOOM!   WHAT THE FUNNELHUB???   This is the 228th episode of Sales Funnel Radio, and it's funny to me that a lot of people still have no idea about EVERYTHING that I offer…   And I get it…   It's for a lot of reasons:   I've focused on building a lot of stuff and linking it together. There have been little launch campaigns together to get noise around them. I've been working on fulfillment and systems for fulfillment. I've quietly launched some stuff to hyper-users just to see what would happen. Other stuff has made loud entrances with big old launch campaigns behind them.   … there's a lot of moving pieces.   However, there's gotta be a way to help everybody understand what it is you're selling at all times…   And that’s what I'm excited about what I’m gonna share with you next.   I have two very special guests today and they’ve created what they call a FunnelHub. It's NOT a website. It's almost like a directory.   A FunneHub looks very similar to a website but it has a different intent.   This is the official launch of my FunnelHub.   The old Steve J Larsen site is completely gone and has been TOTALLY REDESIGNED.   It's very exciting!   So now you're going to read an interview I did with my AMAZING FUNNELHUB creators so you can learn MORE about FunnelHubs and why your business needs one.   So let me introduce, Mike Schmidt and AJ Rivera...   WEBSITES ARE DEAD…?   Mike and AJ are members of the Inner Circle and they own an agency called they’re from AnchorWave…   Mike: Awesome, thanks so much Stephen for having us.   AJ: Super stoked, man.   Steve: Oh it's gonna be awesome. You guys approached me... when was this? It was a while ago.   Mike: It was in October, we were at the Traffic Seekers Events in Scottsdale.   Steve: That's right, yeah, yeah. And basically, they came to me and said something that would be very dumb for me to say no to: “Stephen can we build you something for free?” I said, sure!   … and as kind of a case study, we want to walk through what they built. because I believe that what they've got will revolutionize websites.   A lot of us make fun of websites. I make fun of websites. We all know that Russell in ClickFunnels' world definitely makes fun of websites.   Mike: Totally.   Steve: But you haven't built a website, you’ve built what you call a FunnelHub. We're definitely gonna get into that... but beforehand, we'd like to know about you guys.   What do you guys do?   Mike: So we have a web design digital marketing agency based in Tucson, Arizona. We have about a team of 20 people here. We started in 2003, so celebrated 16 years in business this year.   We've built A LOT of websites. More than 1300 by our closest count at this point.   Steve: Oh my gosh.   Mike: What's funny is we heard Russell recently renew his efforts around the death of a website.   Steve: He did.   Mike: And for those of you guys who were at Funnel Hacking Live, he enrolled us in the promotion of that message. I had to turn to Anthony here and say:   “I don't think that we can share that video for Russell, given what our company does.”    We have a lot of experience helping a lot of different types of clients build websites in order to build credibility and help them serve a local market.   We joined Russell's inner circle about four and a half, five years ago, before it was cool to be in the Inner Circle. It was just a bunch of nerds in a room giving Russell a lot of money to geek out on stuff.   And now, thanks to what he's done, and what you've done, it’s kind of elevated that status quite a bit… but originally, we joined in order to start our expert business.   Given our experience of running a sizable team, building websites, and doing digital marketing for a local type client, we just kind of understood inherently that there was something we needed to get out there and teach to:   Our marketplace WordPress developers Digital marketers   So about three years ago, we started something we call Agency Mastermind  - which is a group that's all about teaching the things that have helped us be successful in our world, to people out there.   We've just crossed the threshold, at the end of last year, to achieve our Two Comma Club Award.   Steve: Whoo! Nice!   Mike: We got to officially hang that on the wall not too long ago. So it's cool.   HOW TO INCREASE SALES   We live in a world where we are:   An agency of the traditional sort. A funnel business. An expert business. So things started to kind of collide for us, and especially with our proximity to a lot the people who are just doing some really, really amazing things with funnels, (yourself being one of them)...   We started to see this picture of how we could really redefine and bring our 16 years and 1300 websites of experience to something that Russell's currently saying is totally dead.   Steve: If Russell sees this, we still love ya. “Viva la funnels!”   Mike: Totally, and we get where that's coming from. There's parts of our bodies that feel that websites are dead for certain things and where the funnel makes more sense... and there's a lot of places it does. It’s the most amazing tool we've ever implemented for our expert business.   Steve: That's awesome, that's awesome.   So, obviously, we throw so many rocks at websites from a direct response marketers viewpoint.   I was looking at some stats just off Shopify; with like a single product on there, or multiple products... I mean they don't convert except for like maybe one to three percent (if you're good), you know.   From that standpoint, I can certainly see why Russell throws rocks at websites.   Mike: Totally.   Steve: But you guys, I mean, you're like scrapping that whole thing, and while it kind of looks like a website, you're calling this thing a FunnelHub...   Could you talk about that a little bit?   Mike: Yeah.   AJ: Yeah, so sure…   VIVA LA FUNNELHUB The idea behind the FunnelHub is really that, you know... Russell's right; the funnel's where the sales are going to happen.   We know that there's a lot of hot buyers that go through that process. When you're driving paid traffic, you're going to get them to a landing page, you're going to end up getting them to a webinar, or sell them something.   All your hot buyers are going to raise their hand and give you money. But what happens to everybody else that isn't in that bucket? They're gonna go, typically, and research your brand.   They're gonna do a search for you just to see if you're legit and they end up in the middle of nowhere. They're not sure what the message is.   Once you reach a certain level of status in doing this, (like yourself), a lot of people are coming to you and searching for your name because they have heard you on a podcast…   Or because someone told them, “Hey you gotta check out Stephen Larsen.”   So, of course, they're gonna Google that, and now they're kind of lost.   They didn't see your ad. They didn't get to your landing page. They didn’t see your videos that kind of explain everything.   ...they're having to piece all this together on their own.   So the FunnelHub is a spot where we can still guide them through that process.   We can still let them know everything that Stephen's about... and then get them right back into the sales funnel where we know that conversions are gonna happen.   That's the goal.   We want to communicate the movement, communicate the message, and then get them right back to where we know they're gonna actually give you some money.   Mike: Yeah, I think what's important…   If you figure that we're all high-fiving and celebrating the fact that we got three or five percent of the people that made it into our funnel to hand over cash...   Or three or five percent of the people who made it to a webinar to sign up for a course…   We're all really excited about that three-five percent who convert... but what about that other 95 percent?   What do they do? There's kind of a thought process that goes:   Those 95 percent of people, they're gonna buy sometime between three months and three years of interacting with you. The question is, are they going to buy from you? Or are they going to buy from somebody else?   CATCHING THE 95 PERCENT   The FunnelHub is about making sure there is a safe landing for that 95 percent of people, (by the way you probably paid for or earned them through your efforts)...   Giving them a place to get back into those funnels and really even cross-pollinate into things that they may not be ready for.   Steve: It's almost like a way to kind of turn them from warm and cold traffic to a little more hot before they re-enter your funnel.   Mike: And to think of it from a strategy that a lot of us look at in terms of our emails…   We hear about soap opera and Seinfeld emails that go out. For a lot of people, these may be the only other way that they're nurturing somebody along to build that relationship.   The FunnelHub is the only other platform, aside from email, that you can truly own.   At the end of the day, you're renting space on Facebook, you're renting time on YouTube.   Instagram is making it, (at the current moment), pretty easy for you to reach out to people... but those things change.   … but what won't change is:   You're going to own your customer database, and you're going to own your FunnelHub. And those are the two places that you can truly use in order to really nurture that 95 percent along.   Steve: Totally, and you know what's funny, everyone watching and listening to this, the thing that has made it so starkly real for me that I need this, is I actually have a lot of products that I sell…   But I know the majority of my audience has no idea what it is that I actually sell because they came in on one thing that was attractive to them…but I've been testing products and processes and things like that.   So, there isn't anything that's pushing them to the next thing... or saying, “By the way, I also have *these* things.”   Mike:  Right.   Steve: So when you guys first started talking about this, I was like:   “Oh my gosh, yes, it is the death of a website... but the birth of a FunnelHub.”   THE BIRTH OF A FUNNELHUB   When should somebody start looking to build a FunnelHub?   Mike: What we look at is if you're currently running a successful funnel that's getting you leads and sales every day, that means that you are building a mass of people who are going to be looking for you and going to be needing something like this.   So it's a wide spectrum because you could have just one funnel doing that, but many of us have built several funnels that are producing leads and opportunities.   Signs that I look for:   Are people confused about what you offer? They might think of you as the Sales Funnel Radio guy, but do they know that you have an event? Do they know about these other things? If you get the same questions over and over again, (especially easy ones like support questions). That's a key indicator. If there are things that you're trying to communicate to people that you just can't seem to get them to understand. If you feel like you're kind of shouting at a wall as a producer of this content.   How you organize that in a FunnelHub is a really, really key place for that.   AJ: - Yeah, I think I'd add to that:   If you're spending a lot of time getting some earned traffic, (appearing in a lot of podcasts, different publications or articles online where people are just being introduced to you)...   ...those are other indicators that you probably got the shadow traffic that's looking for your brand online.   Mike: And tell me if you think this sounds familiar?   You get introduced to someone, maybe through a Facebook ad or some kind of social post, and maybe you follow them a bit.   Maybe you opt into their funnel…   And then, one day you decide to look up something you saw them advertise…. you do a search for their name and their product…   And what comes up is their 25,000 dollar high ticket coaching application.   You're kind of brand new into this world, yet the thing they're leading with, (or Google's helping them lead with), is the funnel that's NOT appropriate for you at that point in time.   Steve: Straight to the 25 grand market.   Mike: If we could get those all day long without anything else   Steve: No one would build anything else!   Mike: Totally, but I think we can all relate to that scenario where it's like, this person has this really deep thing, but all I'm looking for is that thing, lead magnet, this thing they promised they could help me do…   ... and I can't find it anywhere! Right?   I'm ready to start dipping my toe in the water with you... and work my way towards that one-on-one 25,000 dollar Hawaiian vacation that we're gonna go on.   That's a scenario that I think a lot of us can relate to…   Where the FunnelHub comes in play to make sure it's very clear how your world and business works.   I think we see that happening more and more with a lot of people in this space. PUBLISH YOUR VALUE LADDER Russell, being a trailblazer that he is, at Funnel Hacking Live, what did he do? He did two things:   #1: He published his value ladder. First time ever.   Being in the inner circle, he had shared with us a number of months back…   About a year ago, he's like, “Guys, I'm working on my value ladder. I've promised the team that I will never change it for the foreseeable future.”   ...'Cause he's one of those guys, (just like a lot of us), that has a lot of good ideas... and he's constantly reorganizing what this means and looks like.   Steve: It took him like four months to get serious on that value ladder too. He changed it a million times.   Mike: Totally.   AJ:- All of us do, right?   Mike: It's a living breathing thing and that's a totally natural thing.   So the lesson isn't that you gotta lock it in place, but you do need to publish it... and you do need to help your people understand how they can move through your world.   They wanna know, they wanna buy, they want an offer, so making that clear is really key.   So we saw him put it on the screens and he published it. He printed 5000 plus versions of this thing, then distributed that to all of us so we could understand: How to live in his world. How to buy from him. How to associate ourselves with what he has to offer.   ...and that's really important for a lot of funnel hackers to pay attention to.   If you're not clearly communicating how to buy, people are going to make up their own story about what it is you do.   CLARITY EQUAL CASH   So the FunnelHub steps in place to really clarify what that is for people. So that way, they know how to move through your world.   Steve: Definitely! You know, there's a podcast episode I did a little while called Branding Comes Second. And I think when I said that, people heard, branding doesn't matter.   I was like, no, that's not what I said. It comes second. It comes way down the road…   In fact, there's a great book called Niche Down...   Once you have something that sells, once you have an amazing thing, you really should start looking at branding things.   I'm not throwing branding to the wind and saying it doesn't matter. I'm saying it's NOT what makes the sale…   But after the sale, it starts to matter for second and third sales.   One of the things that Russell taught me was that when people start saying cool things about you on Facebook or other places, start screenshotting it and keep a folder for it.   Start collecting those kinds of things for in the future, so you can go back and already have assets ready for essentially a FunnelHub.   What assets should somebody start collecting if they're not quite ready FunnelHub yet?   What should people be collecting along the way that makes it attractive and easy to build one?   Mike: Well the cool thing is that Russell's kind of outlined a lot of that in Expert Secrets.   AJ: Yeah, absolutely, that plan's already out there about establishing the attractive character, about creating the future-based cause, about creating new opportunities.   So what we find is a lot of people are aware of that, (and they might be communicating a lot that through their funnels), but for somebody that comes to their website... they're not seeing any of that.   They don't get that full picture.   So this is also helping people just do what Russell says and making sure that all of that stuff that they've worked hard on is put in a spot where people can actually see it, feel something for that movement... feel like they're part of that movement... and want to be part of it.   Mike: As you're working through those things and coming up with your:   Future-based cause Manifesto Value ladder False beliefs   … these are ALL the pieces that need to be represented there.   That's why this isn't just some fancy, “Oh, Russell killed websites, so let's call it something else,” type move.   Steve: No not at all.   Mike: This is very much about how do you align the important lessons from what we've learned in Expert Secrets and what we do as building an expert business and having that place where all this belongs.   This isn't just for the people who might land on that page and your audience.   It's for you as the expert to really have something to point at.   I know that there have been times where I've written my manifesto and re-wrote it. And I’d have like four or eight versions of it in my Google Drive…   Which one of them is the right one?   Being able to point to my FunnelHub and say:   This is the right one This is what I'm standing for This is who I'm throwing rocks at   … that's what takes that nebulous thing and really solidifies it … for not just the audience, but for the expert too.   Steve: Totally! So you're collecting those things along the way.   Again, a value ladder is a marketing idea and there are different products that represent that idea along this FunnelHub...   The FunnelHub is a representation of all the marketing idea that you have that's not just a value ladder... it's a manifesto and the title of liberty that you hold up and wave the flag around with. It's really such an awesome platform to do that on.   This is the unveiling of!   STEVE J LARSEN: THE ORIGIN STORY   The guy who owned wanted like 30 grand, or whatever... and I was like, ‘There's no way!”   So Stephen Joseph Larsen was available, so I bought it and I built it … and it was terrible!   It's always poorly represented of what I do, and now it’s rebuilt. So do you want to walk us through it?   Mike: Yeah, we'd love to.   AJ: We're super proud of this, man.   Steve: It's incredible! I think I ran around the house a few times when I saw it the first time. Look at that!   Mike: Here we go. First things first, is I think we're going to have to get a picture of you with a proper beard here now.   AJ: Photoshop that in or something.   Steve: Yeah.   Mike: This FunnelHub is really designed to help guide people through the journey that they have with you.   A big part of that is helping them understand the programs and offerings that you have and really providing that piece.   So we've obviously got the events…   These are the things that people want to know about you:   They want to know who you are and what you stand for, and that's like one of the reasons we the manifesto that you've adopted here letting people know what you stand for. In programs, we've published your value ladder with this cool little graphic to help people see what steps someone can move through… being able to click on these things.   Steve: I'm so excited for people to see this. I guarantee most of them don't even know half that exists.   Mike: How many people listening to this knew you had, how many people knew about FunnelStache? They may have come in another funnel…   Obviously, a hundred percent of the people reading this right now know about Sales Funnel Radio, but there is an opportunity to ascend those people through the other things that you offer.   If you didn't know, Stephen is the offer creation king.   Clarify in your mind that he's the category king of helping someone clarify and launch an offer to the world…. And that's what this FunnelHub is really driving at.   As cool and as amazing as the podcast is, (and the stories that are told), at the end of the day, they're all in service to really building Stephen as the king of the offer creation.   It's NOT about funnels.   We use funnels, yes, but it's about, “How do we leverage the offer?” And that's really what this is doing.   AJ: Yeah, one thing I'd mention on this page is that this is a living breathing thing.   I feel like a lot of people feel like they can't get started with this unless they've got this all planned out and they know everything about their value ladder…   But this can change…   This is electronic. Unlike Russell printed 5,000 copies of his value ladder... this is just a graphic that we can update.   So if you have a smaller value ladder right now, and you know it's going to get bigger, give us what you've got and we can communicate that, and as it grows we can continue to add that later as well.   Steve: Yeah I'll say the thing that I was really kind of relieving to me was when you guys said that it could change. When we first started working together, I was feelin’ I can't ever change it! It's permanent. It's like a book, it will be printed... it cannot stop ever.   AJ: It's NOT a tattoo.   Mike: Absolutely, so one thing that we haven't touched much on is the media and speaking opportunities…   DO YOU HAVE A BLOG? One thing that I keep on hearing people say as it relates to their own website is they just call it a blog.   A blog is one component of a FunnelHub. It's one piece of that.   And so when you just reduce your web presence to just, “Hey it's where I publish my blog,” ...there's so much more that should be there.   We're not putting that there just for the just for fun, it's actually to help people understand:   What you do What you stand for   So our mission here with the FunnelHub is to help people understand that it's much more...   A FunnelHub is much more than a blog. It's much more than a website. It's really helping to help paint that entire picture that needs to be shown.   It’s even a big part of a traffic strategy and it's a big part of a Dream 100 Strategy. That it's NOT something that just kind of gets left off to the side.   AJ: - Yeah, I have an example of somebody in the Inner Circle, I'm not gonna mention her name, but she had an opportunity to appear on a pretty big podcast... and they went and searched for her name online, and they didn't like what came up. So they pulled that opportunity away from her.   So if she’d have had a FunnelHub that clearly outlined her movement, who she was, had all the credibility indicators that they were looking for to feel comfortable to welcome her on their show... then she would've been able to take advantage of the earned traffic there.   Steve:  So awesome. I love that you guys asked me, “What are all the questions that people ask you over and over and over again?”   You put that in there…   There's a FAQ…it's awesome. It helps support everything that I'm doing. Anyway, I'm excited.   Everything is going to have Steve J Larsen in it.   Mike: And kind of like to bring it full circle, what's cool about helping this audience, and coming from the point of view where we have our own expert business, is that we get that the experts are really busy and have a lot on their plate….   The fact that we got Stephen J. Larsen to dedicate some time to work on this project among all the other things you do, is amazing... But really, what we asked you to do is pretty minimal.   Steve: Oh, that's what was shocking to me. There's people who have asked stuff like that, and I'm like, “Ahhhh!”   I was excited to do this, but I think we had like three meetings and you just caught the vision and went and did it. It's rare.   Everybody listening and watching... it's rare to have somebody who clearly understands like FunnelHub/ websites, but then, also funnels and the funnel world and the roles between the two.   That’s rare. I don't see that often. So it was neat. You guys just took it and ran. It was really cool.   Mike: That's something we see as a unique aspect we provide:   Being in the Inner Circle Building our own funnels Having an agency that's done this for 16 years.   It's kind of an “Ah-ha,” and I almost feel guilty... or dumb, for not really thinking of this sooner.   They say there's a reason for everything... you know, some kids take the slow path through school, and that would be me.   Being in the inner circle as long as we have, the timing was just right around this.   AJ: For a long time, we never even talked about that side of the business. We just went to the inner circle asking for advice on our expert business and getting a lot of tips with that.   They didn't even know we had this agency.   So this is like a coming out for us, not only in the inner circle but everybody else in the Funnel Hacking community... like, “Hey, we've got an agency that can help you with all this stuff.”   Steve: Totally awesome. Where can people get information?   I know about half of my audience is already killin' it... and this actually would very much apply to them.   The other half, they're kind of brand new, which is great and “Welcomed,”  just know this is also what's in store.   ...where should people reach out?   Mike: Absolutely, so the best place to connect with us regarding this is Yes, you can get an XYZ domain name!   Steve: I didn't know that.   Mike: And now we know that too…   But on that page, you'll find a lot of information about what we're talking about here today, also a little bit of video preview of Stephen's website.   You guys who are not watching the video, just head over to ...and you can kind of get the whole story there, as well.   Steve: Yeah, it's cool too, because they took the reins, they went and built it all out, and then I just did a critique... like, “Hey change this vernacular or whatever.”   They're always there, even on a monthly basis, for when I reach back out and say, “Hey, my product's changed... this has changed,” so nothing is cemented. That very much was like, “Ahh…” That helped me a lot.   Mike: As much as I would love to credit for the design or putting this whole thing together, it was absolutely our team here that helped out with that.   Jill one of our project coordinators played a major role in jockeying that. So, what's cool is, even though we're busy running our own expert business, you have access to the team that can make that happen.   Steve: You have a pretty big team too.   Mike: We have a team of 20 people here in Tucson, Arizona. So right outside this door right here, Jill's office is right there.   We've got the team that shows up to work every day to do this kind of stuff. That's something we're really proud of that and really proud of our team.   I hope that you guys can see the labor of love through the FunnelHub that was created for Stephen.   Steve: Totally! You all know that we focus heavily on hiring the who that knows the how.   Entrepreneurship is NOT about you learning how to play EVERY instrument in the orchestra. It's about you being the orchestrator. You're the conductor.   I want you to understand clearly that the who to FunnelHubs is definitely Mike and AJ.   Go to and check them out. They are the experts, they birthed a lot of this concept. You're getting it right from the horse's mouth.   Guys, thanks so much for being on with this. This was awesome.   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   Again, that's

SFR 227: Physical Vs Digital Products...

Play Episode Listen Later Mar 22, 2019 15:44

    There are specific differences in value between physical versus digital products...   I want to show you the benefits of both and how I combine physical and digital products to increase my average cart value significantly.   This teaching comes directly from my Live Event, OfferMind   Over the years, I’ve coached thousands of people and gradually, I’ve discovered holes in the status quo of what’s delivered... versus what it actually takes to be successful.   I created OfferMind to fill in all the holes that I've seen from my (kinda unique) position.   The next OfferMind is coming up this fall on September 2nd - 3rd.     Russell is keynoting (which is very very exciting). He’ll be speaking on the last day. I'm gonna try to get a few other heavy hitters as well. It's gonna be awesome!   To join me and Russell, go to to get your ticket.   HACKING VALUE   I want to show you one of the easiest ways to increase:   How much money people spend with you How much money you get to keep   ...sound good? Let’s do this! If you look at a lot of the funnels that we create around low-end free plus shipping products…   For example, A BOOK.   A lot of times, a funnel starts with a physical product and then progresses to digital products as the funnel continues.   There's a VERY good reason for this strategy, and that's what I wanna teach you about here because...   It's one of the easiest ways to:   Create a lot of income very quickly Get a lot of eyeballs/ customers that are very excited Get a lot more money in the door than your spending on ads   PHYSICAL PRODUCT VS  DIGITAL PRODUCTS   There’s a beneficial relationship between physical and digital products, (and to state the obvious) they're not the same and they don't serve the same purpose.   My point is that whether you're in the e-com or the info product space, adding some products from the other side of the fence is one of the fastest ways to get A LOT of extra cash in your pocket…   I’m gonna ask you a few questions here:   Q: What's the benefit of an info product?   A: We did the numbers on my info products, and they have like a 98% margin. The margin is huge. *HUGE* (all caps)   Q: What's the benefit of a physical product?   A: It's tangible. It can be touched. The Perceived Value is High. Your customer’s mind will be getting the anticipaton of a dopamine hit as soon as they place their order. “I'm gonna hold it soon.” “Oh, imagine what it's gonna be like whan I have...” “What'll it feel like using it …. doing it…. driving the vehicle…” (whatever it is the thing is).   Physical products have a gigantic emotional advantage over digital. However, it's the exact opposite when it comes to the margins.   Info Products = very low perceived value.   Why?   The perceived value of an info product is typically low because the customer knows that it just takes an email to fulfill it...and it's probably already made.   So while the perceived value of your info products is inherently low, the margins are huge. BUNDLE YOUR PRODUCTS   On all of my webinars, I ALWAYS ship an awesome physical product EVEN THOUGH it's mostly a digital thing. When people show up they get a t-shirt. I do the exact same thing at my live event too.    There's a physical thing that they're gonna be able to:   See Hold Touch Taste   …(whatever it is), actually in existence.   BUT...   My actual profit comes from INFO… because it cost almost nothing to fulfill on.   A lot of times, on free plus shipping offers, we lead with a physical product…   For Example, A Book:   Low Cost Low Price High Circulation High Perceived Value   Here’s another question for you…   Q: With all the upsells, what have you noticed?   A: They're mostly all info!   Sometimes we’ll do MP3 players and things like that, but usually NOT. It's usually straight info.   We know that a percentage of people will buy.   After the first “Yes,” the second “Yes” is so easy... waaay easier.   So don't mess around with the first “Yes.”   Get the first “Yes” quickly by selling the high perceived value product that's (a lot of times) physical.   ADDING PERCEIVED VALUE   So a lot of times, in my offers, I’ll add a physical product to increase perceived value.     My Funnel Stash, I ship out a whole bunch of stuff; even though most of it's digital.   For Secret MLM Hacks, I ship out a lot of stuff when people buy … even though it's mostly digital.   That’s a huge hack to the game right there. It’s MASSIVE.   So with your info product, I would bundle up a whole bunch of physical stuff to increase perceived value.   Q: But how do you use info products to increase the perceived value of a physical product?   A: By answering the questions the arise from the purchase of your product.   For Example:   What questions would you have if you bought a whole lot of healthy chocolate? (Besides, Am I kidding myself?”) ;-)   “How do you keep it?” “How much can I eat?” Different recipes   So what if you had a whole bunch of info products that explained that?   And guess what?   You don’t even have to make the info products yourself!   Instead, just interview people who love making fake chocolate recipes and have them create a video for you. It scratches their back and it scratches yours.   You could go interview a few health coaches, and have them add in their stuff... and BAM! $197 upsell that’s just boosted your average cart value like crazy!   You’ve created a high perceived value thing, (not as high as physical), but MASSIVE margins on the backend.   I do that a lot now for that exact reason.   ADDING MORE VALUEThe relationship between physical and digital is something that I'm always looking at when I'm creating offers.   There wasn't a lot of stuff I had to add to my 30 Days offer to make the perceived value go sky high after I added in my OfferMind Event. Why?   A physical event created HUGE perceived value! Waaay more than a 100 bucks the offer cost…   I didn't have to go add in all this other stuff…   Stack Stack Stack Stack Stack   ...just to boost the perceived value!   I could tell from the comments. People were like; “Oh my gosh, a two-day event!” I couldn't even read them fast enough.   In an hour there were 700 views that had been shared like all over the place. I was like, “Sweet, you all just marketed for me!” Dunso, right!   The product wasn’t made at the time, but it still increased the perceived value.   I'm ALWAYS looking to see what perceived value/ perceived relationships I can leverage.   SELLING WITH BULLET POINTS   Q: How much sales copy is on Amazon?   A: Like, NONE!   There are bullet points, but there's no sales letter on Amazon. Why? Because Perceived value is huge: “I'm gonna hold it. It’s gonna show up in the mail.”   Anticipation is a huge tool.   That two-day free shipping! It’s just short enough to increase anticipation and just long to bother you…. You know it's coming and that ten bucks for the jump rope starts to play with your mind...   You're like, “I can imagine myself. Mm-hmm, I'm Rocky, baby!”  And you totally mess with your identity.   You start justifying the purchase to yourself because of who you want to be…   “I'm Steve Larson. I've got a beard, baby. I'm tough!”   We all do that with every product we buy...   And your customer wants that experience when they buy your product too.   So when you look at the relationship between perceived value, price, and actually holding, tasting, and anticipation that it will show up.   Your customer wants the excitement.*GIVE IT TO THEM*   PRODUCT MARKETING JCPENNEY STYLE   JCPenney is one of my favorite case studies ever. It's one of my favorites from College.   The guy who created the Apple store and the genius lab was hired by JCPenney’s.   The Apple store was such a huge hit, and JCPenney’s were like, “Holy crap! What if our store experience was more like what Apple’s got going on?”   So they hired the Apple guy, and said: “Do the same thing over at JCPenney.”   The first thing the guy did was start gutting stuff. He made it look like an Apple store. It didn't look like a JCPenney anymore; it looked like an Apple store.   He said to the customers:     “Hey, you know mark our prices up and then give you coupons to knock it back down to the original price. You're a smart consumer, so we're not gonna do that.” Instead of $9.97, it's gonna be  $10 because we don't wanna insult your intelligence.” He stopped sending out the discount mailers.   Q: What happened?   A: A fourth of JCPenney's’ stock price plummeted the next quarter. Just, BOOM! SLAM!   Now let me ask you a question…   Q: What did the Apple guy kill?   A: The fun of buying. He got rid of it.   People want the anticipation. They wanna play with the perceived value.   We all do that stuff though...   I buy the products because it represents me... NOT because of the price. We ALL do it... whether or not we wanna admit it or not.   So look at the relationship between:   Price Value Anticipation Physical products Digital products   ... these are all mechanisms you can play with and leverage.   You need to ask: “How can I increase the potential average cart value of my funnel by increasing the perceived value?”   THE FIBERFIX FUNNEL FibreFix and The Harmon Brothers came to Russell and asked for help.   I was like, “No way! Dude that's awesome!” Russell goes: “Yeah, they said if we help them they'll help us, and maybe we can do a viral video.”   … and that’s how the viral video idea started and we got to do a cool project with FiberFix.   FiberFix was selling all of their stuff on Shopify…   So... here’s another question for you…   Q: What's the potential cart value of something on Shopify if it's $7.95?   A: Yeah, $7.95. You can't go up anymore. There's no upsells. Potential cart value is capped at $7.95. It's not a funnel, it's a website. That's why websites suck.   Shopify even says on their own blog that you need a sales funnel if you want to sell a lot. They even name ClickFunnels. It's crazy.   So we left FibreFix on Shopify, but we needed to increase the potential average cart value... A LOT!   So instead of just being able to buy one product…   We built a funnel where you could buy one, two, three, four, five or ten products from the get-go. We did a bump for $10. We did another upsell that was like $47. There was another $97 thing.   We increased the potential average cart value up to like $900!   AVERAGE CART VALUE & HUMAN NATURE   Q: Do you know what happens when the option to by more is is there?   A: Some people start to take it!   We started to look at the stats; money coming in, average cart value, cost to acquire, (all that stuff) to see the difference between what was coming in from:   Amazon Potential Cart Value = $7.95 Shopify Potential Cart Value = $7.95 ClickFunnels Shopify Potential Cart Value = $$$ *HUGE*   (It think it was a $25 product actually... anyway, the principle is the same.)   Shopify and Amazon couldn't go any higher, but on ClickFunnels the potential cart value was huge.   We looked at the numbers, and, yeah, most people bought 1 product, but there a percentage who bought more:   10% = bought 2 8% =   bought 3 5%  = bought a HUGE amount A few bought 100.   Wow!   Q: Do you have to pay for and purchase that customer again?   A: No… it’s Pure profit!   That's how you wreck the game!   The same principle is true when you create a core offer:   Adding physical products will drastically increase the perceived value… when you bundle in info products that are easy to fulfill on.   Info products are still huge value... it's just hard for people to imagine it.   That's why we'll put things into a CD... or a massive spread of CDs and product boxes… even if it's not coming packaged like that…. it people start to experience the product in their head.   CHANGE YOUR LIFE… THEN THE WORLD   When you pick which products you’re going to sell be methodical about what you choose... we're talking lifestyle business…   I'm NOT talking change the world business, yet.   I fully intend on changing the world. It took me a long time to say that comfortably. I want to change the world.   In the beginning, it was me figuring out something with enough zeros behind it... where the market expected to spend a lot of money.   So that I didn't have to stand up and say, “Hey, this is gonna be challenging for you to get this. You gotta spend $100 000 for this little supplement pill.”   Internally people are like: “What?”   I don't wanna have to battle that…(and neither should you).   So instead, chose markets where there’s capacity for:   High Perceived Value Massive Anticipation Easy Fulfilment Physical & Digital Bundles   … you’ll make your life easier and your wallet fatter!   BOOM!   Until Next Time - CAPITALIST PIG, BABY!   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   Again, that's

SFR 226: The 4 Kinds Of Cost...

Play Episode Listen Later Mar 19, 2019 19:28

Not all resources are created equal. What I'll teach today will show you why I don't do certain roles in my business…   When I left my job at ClickFunnels on January 1st, 2018, my goal was a million dollars.   On February 1st, 2019 I hit a million. It took me 13 months straight outta the gate, and I'm really psyched about it.   My goal this year is four million.  Holy Crap! I haven't actively been selling on some of my core products during this past little bit... but the systems I've built have enough pressure in them that we're still doing just about six figures a month.   Right now, you may be thinking,  “Steve, you’re crazy, man… why haven’t you been selling?”     However, there’s method in my madness... and it’s because of what I'm gonna talk about now. LIGHTING A FIRE   I wanna walk through the 4 different costs and the benefits and cons of each of them. There are some costs that I'm willing to pay and ones  that I'm not.   When I first started this game, and this is an epic failure...  I couldn't feed my wife, (a lot of you guys know the story), so I asked my Dad for cash and thankfully, he said, NO.   I'm glad he said, no... because it put a fire in me to provide. I started running and trying tons of different kinds of businesses, (and trying is the wrong word).   I was actively selling but it wasn't working for me.   Looking back, I’m thankful because otherwise I'd be stuck in businesses that I didn’t love you know. This might sound bit weird, but sometimes you're meant to fail.     Hindsight's 20 20, but it’s hard to feel that way in the middle of it though.   I BORROWED $15,000   One of my first businesses was trading stocks and auctions. I studied the financial markets. I had a ton of fun learning about it…   BUT…   About five-six months in, we found out that the guy teaching us knew that he was teaching was old, outdated strategies.   In my mind, that's very unethical, and so I was like, “Crap! Is this gonna work? Are you serious?”   I borrowed 15 grand I didn't have at the time to join the course.   One of the major strategies we were taught was OPM … or how to leverage other people's money.   That's very sexy as a sales message, but it's also incredibly stressful.   Using other people’s money comes with handcuffs… and you need to be aware of that!   OPM was the BIG thing I was taught in college too.   At college, we were taught that when you get into business it's all about how to write a business plan so that you can get VC funding aka OPM.   The emphasis was on how to actually acquire funding MORE than how to actually make a product that sells... or how to make a sales message that sells.   It's mind-blowing to me. I don't understand why that message is there!   There are several ways to acquire the firepower you need without OPM, and I wanna walk you through the four of them so you can see what your options really are.   You don't have to borrow. You don't have to do a lot of the stuff that's taught out there.   If you don't wanna be handcuffed my friends, this is how you do it!   THE FOUR COSTS   In the funnel game, there are two specific metrics that matter a lot.   Average Cart Value Cost To Acquire   Average Cart Value = Meaning how much money comes in with each new customer… (Because of upsells it's usually higher than the price that you're selling your first product at).   Cost To Acquire =  When we say average cart value, cost to acquire, or cost per acquisition, we're specifically talking about ad or dollar cost, i.e., “How much money can I spend in orders to go acquire a customer?”   As I've done more of this game, I've realized that on a macro level, there's MORE cost to acquire than just money.   There are actually multiple costs and multiple ways I can spend resources to get what I want. COST #1: YOUR OWN MONEY   The huge benefit of your own money is speed. Lots and lots of speed. Money is faster than time.   Money is faster than time and I wanna spend money rather than time... so the benefit here is SPEED.   COST #2: OTHER PEOPLE'S MONEY   This is what I was taught in a lot of these early courses and stuff that I did: “Use and leverage other people's cash.” i.e, OPM   That's a sexy sales message, but it comes with the most ridiculously insane handcuffs. I hate using other people's money.   I can use other people's money if it’s the money that comes from my customers. I can make sales and create a self-liquidating offer that allows my customers to pay for my ads...   But I'm not gonna go borrow money.   The benefit of this of OPM is….   I actually can't think of what the benefit of using other people's money is.   There are very few scenarios, in my mind, where you actually truly need VC funding.   If I'm going to build a stadium or a factory, that makes sense... that kind of stuff, something that has to do with infrastructure, but even then…   I'm gonna buy an office soon, (which I'm really excited about), but I'd rather create the cash flow than use OPM.   I'm sure there are other scenarios out there... but in internet direct response marketing (which is what I’m in and what you do, I'm assuming, if you're reading this)...   I can't think of many scenarios where you even need OPM. COST #3: YOUR TIME   Time is what most people spend when they don't have any cash flow for a while... and that's okay.   In fact, I was just talking to my wife about this last night.   When I first got hired at ClickFunnels, I wore so many hats.   We didn't have a full-time designer, copywriter, photographer or email writer; there was none of that. It just was Russell and I.   Occasionally, we’d outsource to a few design guys once in a while, but that was it.   It's one of the reasons I got so good.   We did the whole shebang: Copy Design Funnel building Sales message writing   A lot of the time, we’d just take our phone out and make the sales videos.   We'd run all the email sequences, create the launch campaign, and the evergreen campaign...   It was a huge amount of work.   Then I’d go and work with the fulfillment houses to set up fulfillment and make that link happen.   Next, I'd work with the person who sourced the physical product.  It was insane.   We worked like this for the first year, and then we started bringing on other people and learning how to outsource. The benefit of spending your time is that you learn like crazy. You kinda become a jack of all trades = A JOAT.   The problem is that jack of all trades don't scale. You just can't.   Right now, there's a lot of people who are building funnels for me so that I can scale my business. Which leads me to the next (and my favorite) kind of cost…   COST #4: YOUR DUPLICATABLE TIME   I don't know of another word to say this other than... OUTSOURCING! I'm NOT the one building a lot of things for my funnels anymore. It's still my time... but let’s think about it in terms of sales...   For Example:   When I was doing door to door sales, the cost was my time. I was the cost.   I'd walk around, and every single door, I'd say the same script... but one on one. You can't scale that!   It was a fantastic learning environment. I learned a ton of stuff that catapulted me, that I wouldn’t have learned anywhere else..   I really appreciate my door to door and telemarketing experience a lot. BUT I was using my time as the cost.   There's no way to make it bigger.   When I did door to door, I started seeing all these ads on billboards as we drove to our area.   I was going through a bad phase. I was in the back seat of the car on beautiful blue sky day with a few clouds... but I was in a bad mood.   I was looking at these all these billboards, and I remember thinking to myself:   “Man, I going to try to sell people things who are NOT planning on spending money... BUT the people calling these billboards are asking to be sold.”   ...that was the first time I ever put an ad on the internet.   I went back to our apartment that day, made an ad and put it on all these free classified ad platforms.   I didn't know it at the time, but I was totally breaking all these laws because with pesticides you have to display your certificate.   I didn't know this, so within a month all these government places are calling, “You gotta turn that off!”     But in the meantime, I made a ton of sales! My phone blew up. People were calling begging to buy:   I got ants in my walls I can hear the bugs in the floor   I'm like, “Well, you should probably get our top package.” They're like, “Okay just come.”   It was very very interesting. I flipped the game, and it was part of me learning how to pitch one to many through ads on the internet. It’s why I stopped doing door to door.   I created duplicatable time where I was pitching multiple people... but I wasn't the one doing it.   MY FAVORITE COSTS My main role in my business it is NOT to be a type 3 cost individual who swaps their time for money.   Which is why I focus on:   Podcasting Creating Content like crazy Building lots of sales funnels   That’s why I’m NOT a closer on the phone. I'm NEVER gonna do that because my times MORE valuable.   I'm not down putting anyone who is in sales, I think it's awesome. You make just a crap ton of money.   Sales are the one area where there's not really much of a ceiling in a company, but no risk either because you're not the entrepreneur.   Sales is the most prestigious thing on the planet in my opinion…   BUT…   As far as being the CEO, it doesn't make sense for me to be the closer at my own company.   It makes more sense for me to do activities that are duplicate to my time.   So I'm gonna make content because I make it once, and guess what:   It gets downloaded thousands of times for the rest of my life All those calls to action at the end are sending traffic to my funnels that will be there and live forever I'm building systems and building teams that duplicate and expand me beyond what I could ever do on my own.   A lot more work hours are being put into my projects than I have hours in the week.   I expanded my time, my creative systems, created content and things that are evergreen.   You’ll notice that, in a lot of ways, I live my life is that way too.   If I wanna spend time, just shooting the breeze and blowing time just a little bit, I wanna do that outta pure relaxation... NOT on a business task.   GOING EVERGREEN   I love Facebook ads... but it's NOT my role to go learn them because, when I put a Facebook ad up, and after a while, it dies.   I don't like to learn strategies that are NOT a little bit more evergreen in style… meaning they’ll stick around forever.   I'm not willing to spend my time on one-off things.   I don't do SEO stuff. I know a lot of that stuff stays on the internet long term, but man, in a Thanos’ snap... whatever his name is, (that guy off the Avengers)...   BOOM!   The algorithms could change, and all that work I did for SEO has gone.   Here's the main point though…   When I combine duplicatable time with my own money, that's where the magic happens.   My money and Duplicatable Time are the two costs I'm willing to accept in my business. I'm never gonna take on VC funding.   COST #1 + COST #4 = FREEDOM   I've got an idea for a sick show that I'm really excited about. We're gonna try and build the studio, but first, I'm gonna do projects that raise the cash.   I'm NOT gonna borrow money, that would be stupid in my opinion...   ...because it comes with the MOST insane handcuffs.   My favorite costs are:   My Money + Duplicatable Time   My money increases speed, (cos money is faster than time... and it’s how you buy your time eventually). I go as fast as possible to paid advertising (cos it's something I can control more than the other kinds of costs). Then as far as time goes, I ONLY do stuff that lets me replicate me.   i.e., Systems, content, and things that live on the internet forever.   I repurpose my content to so many platforms so that if one goes down, there are 21 other platforms with my content is on all over the place.   ...that's why I've run the way I have.   UNTIL NEXT TIME - CAPITALIST PIG, BABY!   I left my job in January 2018 to build my million dollar business completely from scratch without any funding or any help... AND I HIT IT, right on February 1, 2019...   Just 13 months later, we actually grossed a million dollars, which is pretty awesome.   Better yet, I got to keep a lot of the cash, just 'cause my costs are honestly NOT very high.   That said, there are several tools, though, I use to automate vital pieces of my business and ClickFunnels is one of them.   ClickFunnels lets me build automated sales machines all over the internet that are non-stop pitching people for me. It's ONLY $97 a month.   Better yet, I don't need to be a coder.   If you're asking yourself, “Stephen, are you giving me a blatant pitch for ClickFunnels right now?” YES, 100%!   I think it's dumb when people don't use ClickFunnels. It makes you MORE and saves you MORE.   Basically, I have the power of an entire tech team in my hand and I want you to have it.   Go grab a free trial of ClickFunnels by going to   I want EVERYONE to experience the power of ClickFunnels in their business, so they're letting me hook you up at

SFR 225 - Why My Coaching Is Loved AND Hated...

Play Episode Listen Later Mar 15, 2019 23:42

It wasn't on purpose, but there's a certain style of coaching that I like to live by. It’s certainly effective, but can make some people... not like me, ha!   I've never seen anyone make a million dollars who wasn't trying to.   After coaching thousands of people I’d be an idiot to not see patterns…   When I first started coaching at ClickFunnels everyone thought that I’d be teaching strategy. However, the truth is that getting MOST people to move forward with strategy takes a MASSIVE amount of work on their mindset. PERSONAL GROWTH MAT TIME   In One Funnel Away Challenge, I'm the guy who yells every day. BOOM! I yell a lot. I’m kinda NO BS. So I want to explain to you the difference between sympathy versus empathy, as it relates to my coaching.   Here are a couple of observations I’ve made from all my hours of coaching:   People often come with the expectation that I’ll just tell them to click a button and they’ll make millions! (Even though ClickFunnels is probably the closest to that of anything that's out there… that still NOT gonna happen.) People fight the shift they have to go through personally because it can feel like pain... pain is not the right word, but sometimes a shift can feel like pain.   You have to go through a shift. You have to uninstall crap in your head and reinstall NEW beliefs.   A lot of it comes down to shedding beliefs that we’ve been taught about money either from parents or other authority figures.   Success has MORE to do with your beliefs around money than the patterns or strategies I'm teaching.   I'm trying to prep your brain so when you hear me speak you don’t put up a wall ...or think, “Well that works for Steve ‘cause he's Steve.”   Man, I was NOT Steve three years ago.   Sales Funnel Radio has only been out for three years.   When I started publishing my acceleration just went through the roof. It was NUTS! That's why I keep telling all of you guys to freakin’ publish. It'll change your life.   If you feel yourself having a little negative knee-jerk reaction that you're not quite controlling to anything I say, then check yourself!   Sit back and ask, “Why am I having this reaction?” FOR EXAMPLE:   If I say, “Hey, please be a capitalist pig and get as rich as possible  because it gives you more ability to help people in this world...”   … I know that as I'm saying that I know people often feel this little knee-jerk reaction.   ( I know just because I work with tens of thousands of people )   ...but Stephen! I was taught this way. ...but that means that I have to experience personal growth in order to consume and believe that belief.   I'm NOT making fun of you. I just want you to be wary of the things that you're telling yourself.   That's the stuff that's keeping you back. That’s the stuff that you have to self-identify and be prepared to question:   “Oh my gosh, I have some false beliefs I didn't realize they were there.”   That's NOT easy to do. I know it's NOT easy.   GET OUTTA YOUR OWN WAY One of the major reasons why someone will stop their progress in a programs I'm teaching isn’t because what I'm teaching is hard…   *IT’S JUST NEW*   People stop because they hit a personal growth zone that their NOT expecting and it's uncomfortable.   So people start looking around for excuses, “Hey Stephen, this is really good... but it's just a lot of material!”   I'm like:   “Oh is that the excuse you're using to slowly back away from what I told you to do?” Is that the excuse you're using to back away and logically justify removing yourself from growth?   That's some fiery crap, but I say that stuff in my programs because people need to understand what's going on.   TRUTH   The NEW ways and methods that I teach are NOT any less true because you won’t find them in college textbooks or mainstream books and media.   Truth does not require consensus.   I heard Myron Golden say that recently. It's a great quote.   Truth does not require consensus!   … which is awesome. It's really good news!  But it's also really sucky because most of us feel like we're running alone in the game for a while.   It's NOT that what I'm teaching you is not true, but rather it’s a question of how well you’re adhering to it?”   No! Adhering is the wrong word.   I hate constriction. I don't do well with someone trying to constrict or confine me. I'm bad at that.   Adhering is the wrong word, my bad…   How well are you growing?  If you measure you against you... NOT somebody else.   Half of getting over false beliefs is just understanding WHAT false beliefs you have. As soon as *YOU* understand that you have a false belief, you can just kind of uninstall it.   Like, “Oh crap that's NOT true! Where did I learn that?   Parents? A Teacher? Some Authority Figure?   Maybe you’ve always believed that, but is it true? For that person, in that time, in that scenario, it may have been true...   But that blueprint doesn’t have to be YOUR blueprint.   INSTALLING PERSONAL GROWTH   I know what I'm talking about because I've gone through the same process to uninstall my own false beliefs ... AND it’s still going on.   I know which false beliefs I'm hitting now and I'm trying to overcome them. It’s Me Against Me.   Most people are looking to have some kind of logical release from the pressure of moving forward. The positive pressure, growth pressure... the type of pressure you get in the gym.   People make an excuse and they pick it up like a flag. They use it as a banner. That's the theme they use to run out of my world. I see it all the time:   I don't really have time. I don’t have the money to do this. I haven't quite found my voice yet. We are all individuals, but our brains still tend to work logically and emotionally in the same kind of way.   So when I say it’s time is build a funnel… all the excuses appear:   Q: But how do I build a funnel?   A: Click Add Funnel!   Q: Where’s the button?   A: It's the BIG orange button in the center at the top of the screen.   Q: But how do I do it?   A: Are you freaking kidding me?   You just want me to tell you that you're NOT a good fit. So you can release yourself from taking action. I will NEVER do that!   In fact, I was telling a good friend last night, I have empathy because I've been through that personal growth. That doesn't stop.   Your personal growth just increases and the problems you're trying to solve change.   EMPATHY VERSUS SYMPATHY   I have empathy for the person who is poor right now and who’s trying to make it work…   Because I've been there.   That was three or four years of my life. It was so hard. It was hard emotionally and hard on my self-esteem.   However, I don't have sympathy for the scenario or that person who is trying to get me to say, “You're probably not a good fit.” So that they can go back to their friends and family and save face by saying:   “Steve said I wasn’t  a good fit because of x, y, and z.”   Without the courage to change belief and take action the model work for them … so they're trying to save face. They're trying to save status… I'm NOT gonna give you that card EVER because I believe you are better than you think you are.   We're all trying to progress and trying to grow, but you’ll only do that if you recognize your false beliefs.   EXCUSES   There are over 500 Two Comma Club Award winners. 500!   How much more social proof does someone need to start taking some freaking action in their life? BUT that's not the problem…   The problem is when someone says:   I'm gonna go make my first funnel. I'm gonna go make my first sales message. I'm gonna do a webinar for the first time. I'm gonna do a podcast   AThey get into one my programs and pay me for it...   I tell them exactly what to do...   Because it's just a freaking pattern.   It's all a framework. It's all a model. It's all a pattern.   Then I say, “Did you do what I assigned you last week?” They say, “Well, no, I haven't quite done it yet, but I went through the videos.”   So, you're telling me that you:   Went through the videos. Learned the patterns, the models and the frameworks   ...but you didn't take action on it?   That screams internal hangup. That screams massive, massive voice going on inside the head.   I'm NOT throwing rocks at the fact that you're having those challenges. EVERYONE experiences these challenges with every new opportunity that we take.   It's part of the demons-in-the-head game that we all get. Not just in entrepreneurship, but in every single thing we do in our lives. I'm NOT throwing rocks at the fact that it happens.   I'm throwing rocks at the fact that people use it as a banner to give up.   Rather than take the opportunity to grow, people step back and say, “Well, Stephen, I really want to be able to do this, but it's not a good time for me.” *BULLCRAP*   No time is a good time. That's freaking garbage. I'm gonna call BS on that.   I have empathy. No sympathy though. I have NO sympathy. I'm not gonna sit back and say, “Oh, you're probably right.” That's NOT a good coach.   I'm not here to make you feel good. I'm not here to make you feel better. I'm here to make YOU better. That's the role that I serve.   It's not for me to be like this, “Oh, it's okay. Let me care about your emotions more than your output.”   I don't care about effort. I care about outcomes.   OUTCOME MODE   My Content Team is so freaking awesome. Not one of them will step back and say,   “Well, Stephen, I tried to get the episode out on time, but I tried but just didn't cause Glee was on.”   You gotta treat this as a business.   I don't pay for effort. No one does. That's just freaking capitalism, baby.   My content team is so freaking awesome because they all know that.   The funnel building team that I've built all know that I'm paying for outcomes, NOT effort.   The same is true for you and your growth, but most people don't go there.   I'm trying to help people self-identify when they are in effort mode, which is like pansy-zone... and when they are in outcome mode, which is like:   “I know it might hurt because I need to grow, but I'm willing to feel a little pain in order to get the outcome in myself, and the change that myself requires to have a successful business.”   Sometimes people get on my coaching calls because they want to feel the semblance of growth and progression.   They keep getting on the calls and they say, “I got on the call today. I feel momentum. I'm doing it.”   *Even though they haven't done ANYTHING*   You getting this? … just trial closing ya ;-)   GETTING HONESTPeople have a hard time until they get a little tough with themselves. Not that you have to be tough...  just HONEST.   When people get honest with themselves about:   Where they are? Where they're not? Where they're efforts are providing real fruits... and where they're not? Where they are trying to get released from growth? Where they're actually growing?   Until someone actually sees and identifies their own false beliefs and BS, it’s tough.   “Stephen, I don't have my first follow-up yet. I just don't have any time.”   I ask them to do a time study and it turns out they’re watching freakin’ four hours of Netflix a day! Are you kidding me?   I’ve got no sympathy. I won't grant you any. I got empathy because I've been there. No sympathy though, I'm never going to give someone that privilege.   I'm never going to give someone the release or the license of this is what you need to be doing.   EXCUSES   If you’re feeling kinda  twingy in the brain or the heart... and you're like,“GAH!”   I'm NOT trying to make anyone mad.   I'm trying to help you self-identify where your false beliefs about this game are?     “Stephen, I would totally move forward on this, but for me right now…”     Don't you dare throw the ‘right now’ and ‘time thing’ at me! I hate that one. It drives me up the freaking wall.   “I just don't have time to pull this off.”   Are you serious? Are you kidding me? I was full-time in the army. Full-time college. Married. Kids...   I had to learn how to learn faster in college so I could squeeze out two-three hours of funnel building time a day.   I hardly slept for a little while. Was it worth it? You better freakin’ believe it. Yes!   I don't do that now. I believe in hustle but not like 24/7 hustle. Sorry, Gary V.     HUSTLE AND HARVEST   There's a time and season for everything. I call it the hustle and harvest phase   I'm gonna hustle and build the thing… because time is valuable. I'm gonna build my thing quickly, and I'm gonna hustle.   I'm going to be willing and open to experience pain in order to get it done, personally, on an internal believe level…   I’m just NOT gonna wear not sleeping for three days as a badge of honor, #funnelhacker. I think that's crap.   There are times and seasons for funnel hacking at massive hustle speed where you don't sleep. I get that, but…   That's NOT the point. That's NOT sustainable. That's NOT why I do what I do.   I Hustle and then I Harvest.   In the harvest phase, I'm building a lot of systems. I used to call it Build and Harvest, but there’s nice alliteration to Hustle and Harvest...   So now it's Hustle and Harvest. Hustle, Harvest, Hustle, Harvest.   I don't always run hard.   Man, sometimes I'll sit back and watch The Office for the fourth time... and that’s ok.   I'm NOT trying to ALWAYS be on 100% output.   EFFORT & RELAXATION   I've had multiple people ask me, “Stephen, do you ever take a break?” I'm like, “Yeah.”   I took a huge break last night. It was awesome. It was so nice. It was so cool. I didn't do anything. I was so lazy.   When I prepared my speech and slides for Funnel Hacking Live I did a combination of massive concentrated effort mixed with massive, aggressive relaxation.   BUT it's the hustle phase that I'm trying to get people into with the One Funnel Away , the Two Comma Club X, and all of my programs.   I'm trying to get people to identify in themselves what they are deciding to hold themselves back with because they don't want to experience growth.   Empathy. Not Sympathy. I CHALLENGE YOU   Know before you go I want to challenge you, (don’t just read this and take no action)...   I challenge you to write just the one false belief you know you've been using a banner to not move forward in your life. I challenge you to do that.   You get bonus points for this one if you decide to post about it. Do some kind of publishing about it. Like, “Hey, look, I realized I've identified I want this but….”   It's not vulnerability. It's not weakness. It's Truth.   Tell the truth... and tell everybody:   “I've been wanting to go do this, but I haven’t done it in my life because I've had a hard time with these beliefs and overcoming them... but I know they're false.”   Let everyone know that's what you’re working on and your plan to get over it. I promise you're gonna have an army of people who are excited for you and want to help you overcome.   I challenge you to identify what's been holding you back.   BOOM! Until Next Time - KEEP CRUSHING IT!   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 Day1 - 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    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

SFR 224: An Unlikely Success...

Play Episode Listen Later Mar 12, 2019 27:16

Everything you see in me now is PRACTICED…   I  want to tell you a little bit about my mindset... and how I installed some of the habits of successful people that I WASN’T born with myself…   I’m gonna tell you why I really am the most UNLIKELY SUCCESS… and how YOU can literally change YOUR brain and rewire yourself for success!   ANNIE GRACE   I recently went on yacht trip to a little island called Bimini...   I've never seen water so clear and still. There were no waves and the ocean was like glass.   One of the things that I wanted to share with you today is something that I learned during that trip from an amazing lady called Annie Grace.   If you don't know who Annie Grace is, she has an entire business teaching people how to break the habits of being an alcoholic.   The level and depth that she’s studied the way the brain works to truly be effective in helping people is incredible.   She has a MASSIVE following. Annie Grace is truly impressive.   I want to walk you through some of the things that she taught while we were on the island because there are a lot of ties with how I've tried to behave…   It’s fascinating to know WHY thing worked as well as they have, and how you can build a new brain that supports your success.   I'm gonna to go over what I learned from Annie, and then tell you why I want to share this with you… THOUGHTS ARE LIGHT.   #1: Thoughts are things.   The source of thought and thoughts are things.   #2: Thoughts are literally electricity with protein.   The thought itself is like a blast of electricity in the brain that travels really, really fast. Thoughts are literally light (which is fascinating in itself).   #3: Proteins build structures around your brain to guide the light.   So when you have thoughts... and when you’re experiencing a new “A-ha,” or whatever... there are little lightning bolts shooting around in your head.   #4: The reason we keep having the same thought is that proteins build pathways in our brain that channel the light.   #5: 80% of what we thought about yesterday will be what we think about today.   #6: Repeated thoughts build protein on protein on protein… and this is literally what establishes habit.   So if you have a habit or reoccurring thought… if you're thinking the same way over and over again, the reason is that you have a build up of protein that’s occurred over time which guides the light (meaning your thoughts) in your head. #7: These proteins actually guide your thoughts inside of your head.   Obviously, there are pros and cons to this…   For Example:   If you’ve grown up in a family or culture were those you're hanging around continually spur the same negative thought.. or continually tell you, “No, you're never going to do this,” then you’ll have a negative reoccurring thought pattern to deal with.   *THIS* is the reason why you really are the average of the top five people that you hang around with.   If I want different thoughts, I need a different environment to help you build protein on protein to help you channel the new thoughts in your head.   #8: The MORE protein that’s have built up in certain areas the easier those thoughts are to have and keep.   (Seriously, how interesting is this! This is really fascinating.)   #9: Habits are literally lots of proteins paths that make it easy for the light to travel.   So if you want different habits of thought… you need to build up different parts of your brain to make it easy for the light to easily travel.   Here’s an example Annie used (this made me laugh), she said:   “If you keep having the same thoughts, or you develop a skill set... the amount of time the light has spent spinning around in your head means that you’ll have MORE proteins built on top of each other.   You physically have a larger part of the brain for those thoughts…   For example, The part of Stephen Larsen's brain on offer creation is huge... it’s massive!   He has a huge bulging area where offer creation exists in his brain.”   I was like, "Oh!"   I thought it was funny.   #10: What part of your brain is biggest indicate your biggest habits.   (How cool is that?!)   #11: Whatever you think about MOST will grow.   This was one of the major things that Annie taught about...  You can physically change your brain.   Your brain is like a stamp of what you actually thinking about.   Her argument was being happy, being unhappy... different things in our life are a result of patterned thinking.   #12: You can completely rewire the brain starting in four days, and be completely rewired in as fast as 21 days.   The first step to break and rebuild the thoughts inside of our head is to gain awareness of the fact that we have a thought that we don't want.   #13:  To start rewiring your brain you need to get clarity on why that thought may be wrong and then flip it. Annie calls this THE A.C.T:     Awareness Clarity Turnaround    STEPHEN, HOW DO YOU…?   Anytime somebody asks me what I do I just say, "Oh, I sell stuff on the internet," because I don't want to explain. (I should probably come up with another way to say that.)   But when I'm hanging around people who know what I do and geek out with me, a recurring theme I'm beginning to be asked is:   "Stephen you seem to move with such ease. You set a goal, you see where you want to go, and then you just do it. You just go for it." This has been commented on multiple times, especially in the last little bit. And I'm like, "Well, yeah."   That's my answer.   Why, if I know what I want, would I sit back and NOT move towards it?   But that question is becoming a recurring theme, so I want to peel back the curtain a little bit to help you understand why I’m able to move that way.   EVERYTHING IS PRACTICED   I've been in this game now for almost eight years. I didn't start publishing until about four years ago...   And when I started, I sucked at it super bad. I was absolutely terrible at it (like, seriously).   On the Sales Funnel Radio YouTube channel you can go back and watch some of the earlier videos. I haven’t deleted them, but I want to. They're that bad.   I’d try to go live on Periscope…   I’d wait for people to show up, but I felt I had to fill the time, so I would just start talking. I didn't even know what the hell I was talking about.   I’m 100% the least likely success story.   I didn't know how to talk. I didn't know how to think. I was kicked out of school. I'm pretty sure a massive addiction to video games in high school. I didn't want to speak to any adults. I didn't know how to study. I was very much overweight; I was 35% body fat. (I'm not just pulling that number out. That was the actual tests I was taking... The little pinching tests and stuff. I was fat.) I was lazy. I had no discipline.   I am the exact opposite person today than I was back then. And I didn't start changing without a lot of just freakin' grit.   What I'm trying to help you understand is that EVERYTHING that you see and EVERYTHING that I've done has been a result of will.   It has not been an accident.   There are little hacks and little tiny, I don't want to say tricks, but there are ways to speed up the process...   BUT… there are very few real shortcuts.   Publishing consistently is a shortcut for making up for funnel building skills or lack thereof... but there are NOT many other real shortcuts to development.   BUSINESS GROWTH & PERSONAL DEVELOPMENT   While we were driving back from the yacht trip, (we came back into the port of Miami) … I was in the same Uber with Brent Coppieters and Natalie Hodson.   Natalie and I were talking, (and it was really nice of her), she said, “Stephen, it's crazy how much you've just blown up in the last year and a half.”   I can't remember exactly what she asked, but I told her that I’d realized that:   My business does not grow beyond my personal level.   I've danced between marketing and systems, marketing and systems.   I have these spurts where just tons of a lot of cash comes in, but then it’ll out-do my systems, and I'm like, “Crap! I've got to pull back and go build more systems.”   This has been true for my business overall and my own personality/ capacity.   There’s NOT a chance I could actually be performing the way I am even four years ago.   *I DIDN’T QUALIFY* My mindset wasn’t up to the challenge.   One of the things that I've really been careful to do in this last little bit is to become conscious of how I'm thinking…   So I just want to give you a few little tips, or pieces of advice (hope that's okay)... on the things that I've done that have made a lot of difference to how I think.   ...Because (going back to Annie Grace), if your brain’s literally getting fatter in the areas you think about most... that's something to be conscious about!   That’s great news! but there’s also some bad news...   BREAKING PATTERNS   # The bad news might be that you have some really fat parts of your brain filled with unhelpful patterns that you'll have to break:   These may have come from your family. They may have come from bad advice that someone who’s poor gave you that you shouldn't have listened to.   (We've all done that stuff, right!)   So we need to become cognizant of the beliefs inside of our head.   The negative could be that we have learned things in our lives that are NOT actually true.   We believe them because we’ve got a crap ton of proteins built up that make it easy for the thought to spin that story inside your head over and over again.   # The Positive of all of this (and Annie taught this), is that you can have a complete rewiring in 21 days. That's insane!   REGENERATE YOUR BRAIN   The body regenerates every cell every three months, (or something like that…)   You physically can become an entirely new human being every three months.   So if you're like, “Oh, my gosh, I'm so tired of this in my life,” or being broke... or having scarcity mentality... or being freakishly negative all the time.   (That is draining to me. I hate being around people like that.)   BUT…   if you're tired of being, whatever it is…. You can change it!   That's the point of this episode.   So my answer to all these people keep walking up saying, "Stephen, how do you move so freely?"   *IT’S PRACTICED*   There's the answer…   There's plenty of times, I wake up and I'm like:   “I don't freakin’ want to do what I'm supposed to do today.”   That happens a lot. A lot. A lot. But I get up.     I use my environment as a place to get me in state. There's no person out there who wants to be doing what they are 24/7.   A CALLOUSED MIND   One of my favorite guys I'm listening to a lot is David Goggins. If you’re offended by swearing don't listen to him. He swears a ton, but I'm a huge fan of his mentality.   He runs these crazy ultra marathons.   I was listening to an interview when someone said to him, "Why do you run if you hate it so much?" And he's said something like:   "What are you talking about? I run because I'm preparing for life. I'm not running to run. I'm running because it's hard and I hate it. I'm running because I'm developing a calloused mind."   I believe everything single thing he's saying about that. That's exactly how I've done it. There's no other way.   MINDSET   When I started doing the Two Comma Club X Program, the Original 2 Comma Club Program, the One Funnel Away... all my other programs, I thought I would be teaching marketing principles…   More often than not, I don't even get to the marketing principles, strategies and cool tactics... because people can't handle them. I can't even get inside someone's business and do what I know will work... because I'm fighting their brains.   I've got to break those proteins down... and I've got to do it faster than 4 - 21 days.   So I've gotten really good at breaking and rebuilding people's beliefs *QUICKLY* ...or at least satiating them enough to try and install a new belief in their brain.   So I'm trying to give you a few little tips and tricks on how I've done this. Tricks is a stupid phrase. I shouldn’t say tricks. There are no tricks…   There's the path and your speed on it. That's it. There are NOT really any shortcuts.   BORROW THE LIGHTYou've got a few options:   You can increase your speed. Don't do anything.   Understand that…   #1: If you're having a hard time believing that any of this works... or believing you could do it… or you don't make any money with it, or whatever...   Understand that you DON’T have to be your own source of light for a while.   If you're like, “I have a hard time even thinking like that…” Don't try and conjure it from your own head then. Borrow it.   I've borrowed light  and motivation from other people when:   Life sucks Something is really hard I lose Something's intense Things are taking longer than I want, or whatever…   I listen to a ton of motivational videos. I listen to a ton of comedy. I'm trying to isolate my brain and borrow light, ideas, thoughts, and positivity.   “I really could do this because that person has and that person has, and that person has... If I haven't achieved my goal  it means I'm the variable, NOT the idea.”   You understand?   BUILDING MIND MUSCLE   I have a playlist on YouTube. I think it's public. Anyone can listen to it. It's called Mind Muscle.     When Annie Grace started talking about this, I was like, “That's how I think about it.” It's so true.   Mind Muscle: I'm literally trying to build up areas of my brain to have consistent thoughts about... whatever. Positive thoughts, new ideas, new things…   That's how I can look at a funnel, or at a business, and just have tons of ideas on how to could solve any problem…   I have a lot of logged hours.   Waaay more than 21 days where I've constantly repeated thoughts trying to build up (now I know) those proteins in my head.   So #1: What I'm trying to help you understand is that if you have a hard time being positive...   (Not that you have to be this freakin' cheery fairy all the time, you know what I mean? I'm NOT positive all the time. I'm not.)   BUT… if you have a hard time believing:   The that what I do is real? That you could also pull it off yourself? You have the ability? The resources? The capacity around you to make it happen…?   STOP acting like you're the ONLY source of the light and the ideas that can install those new beliefs in your head. *YOU’RE NOT* INSTALLING NEW BELIEFS   Go find a ton of playlists or videos (or whatever) on YouTube. Motivational stuff that’s really inspiring to you.   Inspiration that makes you feel like:   “Man, I wanna take over the world, baby. What's up? Yeah!”   Save that, and then listen to it A LOT   Multiple times I’ve laid on the very floor with my phone above my head thinking about and listening to motivational stuff when I can't conjure it on my own.   Every single influencer, every single leader has a support system, and they’ll lean back on it when they're NOT feeling strong enough.   Just understand that.   I think there's this mentality sometimes like, “Stephen's got it all together. Russell's got it all together. All these people who are big, they've got it all together.”   That’s so freaking NOT true. That is terrible crap. That is a HUGE LIE. I'm begging you NOT to believe it.   What we've all gotten good at is knowing how to get into state.   WHEN LIFE’S NOT PERFECT   I'll tell you, this morning I'm tired, man. I'm tired. There's a huge to-do list on my desk. It's MASSIVE. In the past, that would stress me out and I would seek dopamine releases and distractions.   I’d watch excessive TV, play video games, or seek the feel-good of dopamine, the chemical distraction.   I’d try and get myself distracted and feeling good instead of focusing on that massive list.   This is something I've fought.  I had to get over that. There's a huge to-do list on my desk. I mean it's absolutely massive.   I have presentation slides to finish (Actually, I haven't even started 'em. And I'm supposed to have them done in four days from now) which is like, “GAH!”) I have an internal funnel team and I need to set up a whole bunch of stuff for them so that they can do what I hired them to do. I need to edit a chapter for my book.   There's a lot of stuff on my plate right now; there's a lot and it's big, big projects.   ...And when I have a lot of creativity-based things on my head, that's a heavy weight.   However, I've got good at taking those things, breaking them down and belittling the weight. I think, “Ah, it's not that big of a deal.”   Really it’s a HUGE. Freaking huge. It's a big deal. I have a lot of pressure on my noggin right now, but the way I handle it is practiced, my friends.   I could not have handled this amount of pressure even two years ago... even a year ago. It is practiced. It is practiced.   There are protein build up in my head that shows me how to act in my various roles:   CEO Entrepreneur Stage speaker Consistent Podcaster (which takes a lot of work)   I'm just trying to help you guys understand that there is NOT a freaking soul on this planet that wakes up one day and says, "I got it all together!"   “Stephen, how do you have all these pieces together?” I don't!  I just have more of it together than you do (if you're asking me that question).   So what I do is I build up a support system…   Find your inspiration outside of you. Know what inspires you. So that when you're NOT feeling it, you can plug into that. Get your little solar charge... and move on.   So, there are a few things that I do to do that:   Motivational videos. I listen to these consistently. Comedy (even if I've heard it before). I'm trying to keep things light.   I think it was Abraham Lincoln that said, "With all the pressures of my life, if I did not laugh, I would surely die."   I listen to A LOT of comedy, I don't think I've told you that before... because if I didn’t laugh I would surely die.   I'm trying to change the world, but you don't get it without really wanting it.   I'm trying to take something that I have that's very unique. That no one else has ever done, and go and change lives with it. And it’s working!   But you're not going to be successful without really, really wanting it. And I do, and so I'm gonna get it.   So what I want you to understand is:   You need an outside support system. What motivates you. Be very careful of the advice you listen to. Be conscious of who you hang around... VERY careful. Make sure that you are in charge of your energy levels, even, you're not totally feeling it.   Something that I learned from the army:   Fake motivation is still REAL motivation.   And so when I step out and I'm like, “Man, I'm ready to rock the day,” I'm not lying to myself.   I'll have a little Debbie Downer moment where I'm going to experience my true emotions as it is:   “I don't want to do what I'm doing right now.”   I'll have a little pity party for two-three minutes, and then I'll go through the things that help me get back in state.   Listen to Comedy. Listen to motivational videos. Look at my goals. Watch where I'm trying to go and simplify it. I will actively oversimplify the weight of the tasks at hand. (Not to lie to myself, but just make it manageable.) Then I'll just focus on one little piece at a time. Put music on to drown everything out and just move.   It's a practiced system that I've developed over the past eight years.   I wasn't really cognizant of it until about four years ago. I really wish I had someone to guide me back in the day. I just didn't.   I hope that you understand what I'm talking about here...   You can literally change the makeup of your brain, but it doesn't start without your recognition of what you don't like about how you think.   HOW TO TALK YOURSELF INTO FALSE BELIEFS   One of the biggest beliefs I hear from people is, "Stephen, I have shiny object syndrome."   Believing that you have that problem is literally self-manifesting the fact that you have it.   I don't have shiny object syndrome, but I do suffer from insatiable curiosity… and I know that about myself. I'm not going to try and change that…   So I go into the playground zone... and then I get hyper-focused. I say, “NO” to pretty much everything that's out there. That is practiced. I used to say,“YES” to everything.   I equated the number of opportunities on my desk with success and I got nothing done.   That was a very painful period of me.   I knew I had the power to make money, but I wasn't  because I couldn't focus.   I'm just trying to help you guys understand that there's no guru out there, no influencer, no one who has it all together... Each successful person you see had to build these habits in their brain.   Marketing itself is the act of changing beliefs with the intent of a sale. I'm literally rewiring brains with what I do... and I've gotten good at it. But the same is true for our own brains as we move forward. A NEW YOU?   If you're willing to shift up, change, break yourself a little bit, and go through some pain by thinking differently... literally, in a very short amount of time, you can be a new you.   A new life requires a new you!   If you're like, "I want that... but I've never had it before," prepare to change, my friend.   Get real about it.   Be open about the fact that you're freaked out. Name it. There's nothing wrong with that. You should be honest with yourself. Don't act like your pains NOT there...   Don't wallow in the pain. Come up with an attack plan. Figure out a way.   Understand that a lot of successful people, just know how to recharge and replug when things get though... and that's it. That's the secret.   I keep things simple with the thought that:   What I get done today will determine where I am tomorrow.   If I don't get the things I need to get done, then it’s like I’ve done nothing that day.   If I'm building a project, what I get done today will determine where I am tomorrow...   So, I better freaking build and do the things that create a real foundation... and not just fluffy dumb work.   I only work on those things that I can build upon and progress day by day.   So understand:   The whole light thoughts in the brain thing is a true thing. You create your thought patterns. If you want a new you… you have complete power over that. No one else will or CAN do it except for you. Don't expect to be able to do it on your own. None of us have, none of us will, and no one will in the future. Start looking outward. I've never seen anyone EVER show up with a 2 Comma Club Award who did it on their own.   There are over 500 2 Comma Club Awards now. 500 people have made a million dollars. What other proof do you freaking need, right?   For most of them, this is the first time they’ve ever done anything really successful. It's not like they all came these successful backgrounds.   I just laugh every time someones like, "You always have it together." Yeah, that's not true. That's not true for anybody.   BOOM!   Just try to tell me you didn't like that.   Hey, whoever controls content controls the game. Want to interview me, or get interviewed yourself?   Grab a time now at  

SFR 223: Start An Entrepreneur But End A CEO...

Play Episode Listen Later Mar 8, 2019 20:01

HOW NOT TO DIE BEHIND A DESK   Being an entrepreneur is amazing. It's very sexy and really cool... but it's also the place where you're gonna feel MOST exhausted!   I have been hustling my face off for years, and I don't want to die behind a desk.   So, I want to show you how being able to do a dance between the entrepreneurial mindset and that of a CEO, is the ONLY way I've seen to enable you to create the freedom that most of us crave when we start the entrepreneur’s journey.   The CEO and entrepreneur are NOT the same thing. Just like a business owner is NOT the same thing as the CEO.   There's a time and a place for both roles, but they're very different.   And I wanna talk to you a little bit more about what I mean by that…   LOOKING FOR PATTERNS   I was on a yacht heading towards the Bahamas with some of the ClickFunnels crew (two weeks before Funnel Hacking Live) when I decided to share this concept with you…   I'd NEVER been on a yacht in my entire life.   In fact, in the last six months, I've done more things than my previous thirty years combined...   And I was able to sit back and think about what’s made all the difference in the last little bit of my journey...   I used to squeeze every second out of every day to build my product. I woke up super freaking early for years.   I'm the eight-year overnight success story. I've pushed hard. I've been hustling my face off for years.   I'm the capitalist pig, baby, but I didn't start that way.   I had my own money barriers to overcome. I had a lot of ideas that were just not correct.   I'm very introspective. I love watching patterns and I wanted to see what patterns made all the difference… and one thing that I realized was…   A lot of what causes wealth is NOT taught.   To become successful, I had to uninstall crap in my head and reinstall different software than what I was raised with.   That's no knock against my parents, my heritage, or the way I was raised.   HOWEVER…   If you wanna learn how to make money make sure the person you're taking advice from is rich. You know what I'm saying?   If someone tells you, "You'll make more money doing this..."   If they're poor... DON’T LISTEN!   STOP listening to advice from other people who aren't rich or, who haven’t already attained what you're going for.   I'm not gonna let someone who's overweight tell me how to lose weight.   I've been very careful on who to listen to and who to purposefully block out of my mind.   I attribute more of my success to this one act than a lot of the other strategies I teach you guys on Sales Funnel Radio. Which is weird, man.   But I gotta be honest with you, I would NOT have believed that myself if someone else said that to me even three or four years ago.   I'd have thought, “Oh, it's because he's had exposure with Russell...”   Looking back, I realize, crap!   I'm very careful about who I listen to. I understand clearly that products don't sell themselves. I'm very good at sales message writing now. I'm good at one to many styled sales pitches. (That’s helped tremendously). I'm very, very good at listening to advice that is from people who are further on the SAME path I'm trying to follow.   If someone's a really good cook, but I'm not trying to be, I'm not gonna listen when they tell me how to make money... MAKING A MILLION   I’ve recently hit a million dollars.   Not in a single funnel so it's NOT officially the Two Comma Club.   But my business has only been around officially for 14 months. So to make a million bucks out the gate. That's NOT normal. In my mind, a million dollars is NOT wealthy. 10 million dollars, (in my opinion), is NOT wealthy...   But it's not a bad shot coming out of the gate.   One of the things that’s helped me like crazy is that once I have a product that sells, I STOP trying to be an entrepreneur, and I start, as fast as possible, to become a CEO.   Understanding the massive difference between a business owner, a CEO, and an entrepreneur has helped.   I didn't that would be a defining concept for me... (and it doesn't mean it will be for you), but for me, it’s been MASSIVE.   WHAT’S AN ENTREPRENEUR? Q: Would you consider a McDonald's franchise owner an entrepreneur?   A: I don't.   Q: What are they entrepreneuring? #madeupword   A: They're NOT entrepreneuring ANYTHING!   They're a business owner.   Q: So what is a business?   A: A business is a series of systems that:   Bring leads in Closes on them Fulfills Brings new leads Closes on them Fulfills...   A business is just a set of systems, that's all it is. And if you don't have any systems, YOU ’RE the business.   SPINNING YOUR WHEELS   When you're an entrepreneur, typically you DON’T have a lot of systems in place... and it's one of the reasons why you might sometimes feel like you’re spinning your wheels.   I'm very good at being an entrepreneur...   BUT what I'm being tested on right now, is my ability to be a CEO.   A CEO is a business owner who's got a little bit of flexibility in how he moves.   I'm on my second product in the last 13 months and it’s working very well...   So I want to see how fast I can:   Build systems so that I'm no longer the business? Own systems rather than just a product?   I want to go from entrepreneur to CEO as fast as possible.   ....And it's going really, really well, but it's A LOT of work.   AVOID THIS PITFALL!One of the major things that I've noticed that’ll screw people up is making new products one after the other. This works really well if you already have a business...   If you already have the systems in place.   If you DON’T, my friends, that is very challenging because YOU are the business.   If you're treating fulfillment, each customer inquiry, each support ticket, if each sale, each lead, differently…   YOU DON’T HAVE A BUSINESS (but you do have a bucket load of stress)!   So here’s what I do to avoid this problem:   I start selling the idea before I create the product. When the idea is enough to bring in cash, then I finish making the product. After I finish making the product, I'm selling, I'm selling, I'm selling, I'm selling. Next, I start to build systems that bring in leads, close them, qualify them, all automatedly - it's called a sales funnel! Then, I build up systems to fulfill - Support ticketing systems, maybe there are packages that we need to create and send on out.   It's all the things that the business needs to make sure I'm NOT the one fulfilling on it.   For Example:   My first product that I left my job to create, I honestly haven't touched that side of the business for, like, seven months. It's been a long time… But it's still making a lot of money!   Check this out…   We put two thousand dollars in ads just on a test a little bit ago. We brought in 18 grand from it.   We're putting a dollar in and getting nine dollars out.   So crazy! Absolutely nuts.   I'm excited just to scale, scale, scale, scale, scale as that adds up.   But the point is…   If you don't have systems, you don't have a business.   If you’re making new products consistently, it's gonna be very challenging for you to stop for a moment and build systems… and things will probably break!   It's a dance between marketing and systems. That's all it is...   Marketing Systems Marketing Systems Marketing Systems I do a whole bunch of marketing and break a lot of beliefs, get a lot of people to me, and start selling like crazy…   But then, when I notice that my revenue starts to outdo my systems  (this kinda sucks, but I haven't found another way around it yet)...   I voluntarily pull back my revenue just a little bit so that I can go turn up my systems to allow my marketing to go further the next time.   It's like this teeter-totter back and forth going higher and higher and higher.   I haven't found another way besides that.   DROPPING GOLDEN NUGGETS   The things that have made all the difference for me are:   Making sure I know what advice I'm following and what advice I'm NOT following. Understanding that as soon as I have a product that’s selling well, an offer that actually works, then it's all about transitioning to a CEO and building systems and then leveraging existing followings.   My gosh, it takes so much time, so much effort to create a following. It takes a lot of time to create a following.   Leveraging existing followings is the easiest.   Every time I see Russell Brunson, myself or Dana Derricks talk about the Dream 100, sometimes I will see people’s eyes roll.   You are missing the greatest hack of the game ever.   You could spend years, tons of money, lots of time, lots of effort, energy, mental cognitive shelf space, to build your own following (and you should!)   ...But if that's your ONLY strategy... it takes so freakin' long!   I wish someone had walked up to me and said, "Stephen, what if you just ask all of the people who have a little bit more influence than you do to be joint on a product together with you...What if that's what you did?”   That would have been super cool!   A huge percentage of them would probably have said, YES!   I would have leveraged all their existing following, and I would have crowd created a product with people who already had a following... catapulting me to their level.   I wish that someone had said that... but that's ALL I do now. Watch what I'm doing in the next, especially like six months. I am doing very much that.   I am leveraging the followings of other people.   Not in a negative way, but in a way that gives a lot of tons of kudos, lots of value back to the actual big person.   Holy crap, that's so much easier. I wish all my products had started that way.   Anyway, hopefully, that makes sense to you.   As FAST as possible:   Try to become a CEO and not just an entrepreneur. Build systems. Don't be a launch business where you just constantly have to launch new products in order to stay afloat. Build one product that's really freakin' awesome then systems to support it. Then once you do that, start leveraging the followings of other people in the same area that you sell into to go sell more and faster… That's it!   If you’re constantly having to build new products just to keep the cash flow coming in. That sucks!   I’m realizing that getting to 10 million dollars is actually NOT that crazy.   I think it's gonna happen way faster than even I'm thinking because that's what I'm focusing on.   I've got something that's awesome, it's extremely unique, no one else is doing it. Which is super cool. I can go on and leverage the followings of other people and create mine at the same time. Makes the game way easier.   I know I spat it out a lot there, but my brain has been spinning on:   Why I suffered for like four or five years while nothing was working out? Why was there so many repeated failures for so long? Why did so many businesses fail and then, suddenly, almost every funnel I've launched in the last thirteen months has killed it. Why the sudden transition? Why is it working?   It's NOT just that I have a following.   There’s something that I'm doing here because I'm launching things in areas where I DON’T have a following.   Those are the questions I've been asking myself recently. So I'm gonna be spouting off a few of those answers and observations here as I keep going forward.   I just need you to understand…   Do NOT listen to the money advice of those who are poor!   Capitalist Pig, Baby, okay!   Listen to those who have money and who are farther on the same path you're trying to go down. As fast as possible, move from entrepreneur to CEO. It's cool to be an entrepreneur but if you don't wanna have that wheel spinning feeling, go to being a CEO as fast as possible. I always will go entrepreneur, CEO, entrepreneur, CEO. There's a bounce back and forth, but you can't stay in one role the entire time.   There's a transition back and forth that you need to have, otherwise, you're gonna stay in a launch style business where you’re exhausted and you're dead.   Building a product, building offer, all that stuff matters, but understanding your role in the game, and staying clear on that helps like crazy.   After you have built a product, you move from entrepreneur to CEO:   You're building systems. Your role is to leverage the followings of other people. It’s about the Dream 100. It’s about finding MORE people who are willing to go and drop this out to their communities. And therein, my friends, lies the very fast cash, and that's the thing that I've realized in the past little bit here.   I’ve made way more money on this trip than if I was staying behind my desk because of systems because I treat myself like a CEO now.   I have 20 people who are working for me now.   One full-time employee, (well, two including myself)... and then 18 other people and contractors who are filling roles who are a part of existing systems that I’ve built so I DON’T have to be an entrepreneur with a launch business.   I'm not in the launch business. I'm in a real business. A real company that I'm building.   Don't just build products, build companies. Build systems. Be a CEO.   That's the biggest thing I realized in the past little bit here watching all these people, especially at the 10X Growth Con.   So…   Please take stock of where you are and where you're not. Look at some of the misconceptions you're experiencing about what it takes to NOT just build successful products, but a lifestyle with a business.   And that, my friends, is what's gonna be the major game changer for YOU.   I'm very good at is building sales messages, offers, and funnels, that go crush it.   What I'm learning now is how to build systems and that's where my weakness is.   I've been building systems which let me:   Fulfilling faster and better. Support better.   ...We've systemized like crazy.   Dude, my content machine is so awesome. It's so tight...   I know the quality of my content and what it's gonna be.  I'm just super stoked about it.   LIFE WAS LOOK ROSEY UNTIL…   I found that I’d forgot to pack shorts for my trip to the Bahamas. *That Sucks* I'm sweating my face off, man. Anyway, whatever…   Build actual companies, NOT just cool products.   BOOM!   Until Next Time… KEEP CRUSHING IT!   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   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

SFR 222: Credentials, Not Required...

Play Episode Listen Later Mar 5, 2019 31:17

I frequently get interviewed by new content creators. The purpose of this episode is that EVERYTHING I show you is completely learnable and doable by YOU… Every Tuesday, I leave my morning open to go on anyone's show.   So, once a week, I just wake up, get ready, and check my calendar to see who's scheduled time for me to get on their show. I typically do two-three interviews every Tuesday, and I don't even care who with. It helps me: Keep connected with the audience Understand what peoples' questions are Understand who the other influencers-to-be, or current influencer are My calendar is pretty packed up, but if you want to book a slot, then go to Recently, I had an amazing person set up a time with me. It was her first EVER show… and she just jumped in and asked me the MOST amazing questions. THE POWER OF PUBLISHING If you've listened to my podcasts at all and you've NEVER heard me say, “Everyone should publish!” I think you're probably lying. I say that all the time, and it's something that’s changed my life. I am massively convinced that if you want to increase your income, especially on the internet... The checklist is very simple: