Podcasts about comma club coaching

Our Free Workshop, 5 Steps to Grow a Thriving Health & Wellness Business in 2025, is happening January 27th-30th. CLICK HERE to register!  If you're tired of spinning your wheels in your network marketing business and feeling stuck and frustrated, then you need to hear Wanda Turmes' story. Wanda has been an Optavia coach for three years, and she went from being on the verge of completely giving up—feeling lost and hopeless—to experiencing a complete business transformation in just 30 days. After implementing our LOVE-LED™ approach, Wanda enrolled 7 new clients in a single month (compared to her previous average of 1-2) and doubled her monthly income from $1K to $2K. Even better, she's now connecting with her ideal clients every day in a way that feels authentic and aligned, thanks to rediscovering her passion and purpose. I'm not exaggerating when I say this is one of the most powerful success stories we've ever shared. If Wanda's story impacted you like it did for me, make sure to reach out to her and let her know what resonated most from our conversation today. Listen to Learn 11:46 - How Wanda felt stuck as a "copy and paste coach" and what motivated her to seek a new approach by registering for our free workshop last Fall  16:26 - The way she has grown her business over the past four months and gained clarity on her next steps after attending it  20:26 - Exciting details on what you can expect by attending our upcoming workshop for Health & Wellness businesses later this month   23:41 - What Wanda says has made the biggest difference in the results she is now achieving, specifically in terms of the content she creates   28:45 - A cool thing that started to happen for her when she began using the LOVE-LED™ approach we teach our students 34:42 - How Wanda now feels about herself and her business and what she finds most empowering to her now after making these changes    Register now for our Free Workshop, 5 Steps to Grow a Thriving Health & Wellness Business in 2025 Click here to subscribe to our weekly Comma Club Coaching emails!  443: Being Brave, and Faith-Fueled Leadership with Kristen Glass Follow me on Threads & Instagram at @bob_heilig Join our free Network Marketing Community Subscribe to our YouTube Channel  

Our Free Workshop, 5 Steps to Grow a Thriving Health & Wellness Business in 2025, is happening January 27th-30th. CLICK HERE to register!  Are you tired of the "diet mentality" sabotaging your business growth? Do you feel like you're constantly chasing quick fixes and hustling for sales, only to end up feeling burnt out and disillusioned?  In this first official episode of the brand-new year, I share the four ways this diet mentality might be holding you back right now from creating a thriving, sustainable business in 2025. In this episode, you'll hear the shifts that you need to make in order to embrace a LOVE-LED™ approach and build a business that honors your values, serves your clients authentically, and brings you lasting fulfillment. As always, I'm excited to serve you at a higher level here in 2025 and I hope to see you inside of the upcoming workshop! Listen to Learn 2:21 - How this diet mentality I talk about today correlates with your business  6:12 - The BIG mindset shift around chasing quick results that is needed so badly in 2025  7:59 - What the true impact will be of overworking and having a hustle mentality 12:21 - The simple formula to use for achieve good form in your business   13:30 - How having this diet mentality undoubtedly leads to perfectionism and comparison with others   21:31 - Why “all or nothing” thinking is so detrimental to you and your business 30:17 - What we're doing over the next few months that's specifically designed to help you become LOVE-LED™ in your business Register now for our Free Workshop, 5 Steps to Grow a Thriving Health & Wellness Business in 2025 Click here to subscribe to our weekly Comma Club Coaching emails!  96: God Doesn't Create Junk! Follow me on Threads & Instagram at @bob_heilig Join our free Network Marketing Community Subscribe to our YouTube Channel  

Let's be real: if you're feeling stuck, hesitant, or too scared to take the next step, you're probably caught up in a red light story. What's a red light story? It's the narrative you tell yourself about your business, your company, your products—and most importantly—yourself. These stories quietly creep in, convincing you to hit the brakes on your dreams. But here's the truth: your success is waiting on the other side of those doubts.  In this podcast episode, I share something deeply special—an audio from a limited series I recorded for Optavia. Over the past year, we've had the privilege of working with so many incredible Optavia coaches, and this episode features my friend Kristen, one of their amazing leaders. What we talked about was too good not to share with you. Whether or not you're with Optavia, this conversation about red light stories is a game-changer for anyone in our profession. So, are you ready to stop hitting the brakes and start building momentum? Listen to Learn 4:30 - The importance of mindset and belief as you enter a brand-new year  5:56 - Why Kristen is the perfect guest to be sharing her insights on the concept of red light stories  11:11 - Some of the chaos she was experiencing in 2019 that led her to diving all-in on this podcast and what we teach on it  15:15 - The conscious decision Kristen makes each day to choose courage and some of the red light stories she has had about herself  25:30 - How we're really living from fear and a place of being selfish when we tell ourselves these red light stories 32:49 - Kristen's thoughts on showing up consistently, even when you feel like you're a “hot mess express”, and the impact doing this will have on the results you achieve  42:32 - What she considers to be the hardest part of being a leader in this industry  48:54 - Kristen's superpower and what allows her message to resonate with so many people    Click here to subscribe to our weekly Comma Club Coaching emails!  443: Being Brave, and Faith-Fueled Leadership with Kristen Glass Follow me on Threads & Instagram at @bob_heilig Join our free Network Marketing Community Subscribe to our YouTube Channel

Click here to subscribe to our weekly Comma Club Coaching emails! Today, we're bringing you another ‘My First 1K Success Story' episode, where you'll meet a new inductee into what we're calling “The Comma Club.” I'm joined by one of our students, Nicole Saprikin who is a Norwex Consultant, to share her story. In this episode, you'll hear how Nicole went from making about $450 a month in her business after four years with Norwex to hitting her first ever organic $1k commission month…in just over 30 days! Nicole's outlook for her future has completely changed, and the big message from this conversation with her is that it is possible, so don't give up. By using the right approach and getting the support you need, it can happen for you as well. This is why we're showcasing students like Nicole and bringing them on to the podcast, because we want to champion this idea of what making $1k a month with your business means. It's a significant milestone that demonstrates you are finally on a better path, and you are doing things that I know will lead to even bigger and better results. Listen to Learn 0:50 - Where's Nicole's business was at before joining our program and how she was feeling about things overall at that point  3:48 - The types of conversations Nicole was having with people and how doing this didn't feel right to her  11:01 - The common pitfalls we see that are preventing direct sellers from reaching the $1k milestone  16:16 - What was initially holding Nicole back after joining Love Serve Grow™ and the solution we now offer for students in this situation with our new 30 Days to $1K program  18:40 - The importance of focusing on key business activities and how slowing down led Nicole to significant results  25:10 - How her outlook on her business and future has transformed through the program 30:47 - The most impactful aspects of the program and the mindset shifts that have propelled Nicole's success   Click here to subscribe to our weekly Comma Club Coaching emails!  Follow me on Threads & Instagram at @bob_heilig Join our free Network Marketing Community Subscribe to our YouTube Channel

Your host, Bryce Henson, interviews affiliate marketing coach and master offer crafter Steve Larsen, The Capitalist Pig. Steve got his start in 2015 when he bought ClickFunnels and started trading funnels.  In 2017 he created the curriculum for the first 2 Comma Club Coaching programs, which led to him branching out on his own. Just a year later he left to start his own company, Pursuit of Profit, where he has created a game-changing practice.   Listen along to today's show to hear how he did it all and how he can help you take your business to its greatest success.  Learn how to make click funnels work for you and the insights you definitely need to know to take your campaigns to the next level.  01:15 - Bryce introduces today's guest Steve Larsen, affiliate marketing coach and master offer crafter.  02:20 - Steve shares his origin story from being broke in college which led him to learning how to sell stuff which turned into him getting into click funnels.  04:30 - Steve shares about his role in click funnels. 08:58 - Bryce asks Steve to talk about the culture of click funnels and what it was like working there. 19:26 - Learn about how funnels work and how most people misplace them. 22:21 - Hear about different kinds of campaigns and which ones work the best for promoting events. 26:10 - Steve talks about his experience with EOS and his business systems. 32:36 - Bryce asks Steve what his zone of genius is, listen along to find out what it is. 34:35 - Follow along as we transition into the company Pursuit of Profit that Steve launched after leaving click funnels.   40:40 - We get to learn more about how Steve became “The Capitalist Pig.” 44:50 - Bryce asks Steve to expand more on social issues and the violation of rights. 48:18 - Get the details on Steve's upcoming event, “Offer Launch.” 49:20 - Bryce's famous Lightning round Q&A. Q: Where do you see marketing going in the next 2-3 years? A: It's going to be easier and easier for people to know what marketing is. Q: What is one unique value bomb entreprenuers should know about marketing? A: You are not paid to be an expert. Q: Best piece of advice received? A: Whoever you're getting coached from should be getting coached themselves.  1:00:33 -  Steve shares his last piece of parting wisdom, you don't want to miss it. 1:02:33 - You can find Steve at www.capitalismswag.com, snag a free shirt, just pay shipping. “Campaigns are just sales based attention” -Steve Larsen Subscribe to our latest podcasts here https://www.youtube.com/channel/UCc2I2-oiey1NjLEwZJdUdww/about

Your host, Bryce Henson, interviews affiliate marketing coach and master offer crafter Steve Larsen, The Capitalist Pig. Steve got his start in 2015 when he bought ClickFunnels and started trading funnels.  In 2017 he created the curriculum for the first 2 Comma Club Coaching programs, which led to him branching out on his own. Just a year later he left to start his own company, Pursuit of Profit, where he has created a game-changing practice.   Listen along to today's show to hear how he did it all and how he can help you take your business to its greatest success.  Learn how to make click funnels work for you and the insights you definitely need to know to take your campaigns to the next level.  01:15 - Bryce introduces today's guest Steve Larsen, affiliate marketing coach and master offer crafter.  02:20 - Steve shares his origin story from being broke in college which led him to learning how to sell stuff which turned into him getting into click funnels.  04:30 - Steve shares about his role in click funnels. 08:58 - Bryce asks Steve to talk about the culture of click funnels and what it was like working there. 19:26 - Learn about how funnels work and how most people misplace them. 22:21 - Hear about different kinds of campaigns and which ones work the best for promoting events. 26:10 - Steve talks about his experience with EOS and his business systems. 32:36 - Bryce asks Steve what his zone of genius is, listen along to find out what it is. 34:35 - Follow along as we transition into the company Pursuit of Profit that Steve launched after leaving click funnels.   40:40 - We get to learn more about how Steve became “The Capitalist Pig.” 44:50 - Bryce asks Steve to expand more on social issues and the violation of rights. 48:18 - Get the details on Steve's upcoming event, “Offer Launch.” 49:20 - Bryce's famous Lightning round Q&A. Q: Where do you see marketing going in the next 2-3 years? A: It's going to be easier and easier for people to know what marketing is. Q: What is one unique value bomb entreprenuers should know about marketing? A: You are not paid to be an expert. Q: Best piece of advice received? A: Whoever you're getting coached from should be getting coached themselves.  1:00:33 -  Steve shares his last piece of parting wisdom, you don't want to miss it. 1:02:33 - You can find Steve at www.capitalismswag.com, snag a free shirt, just pay shipping

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, and we are trying out something really fun and new and exciting for the Marketing Secrets podcast and so wanted to tell you about it. So I did an episode that was actually live, we called it the Marketing Secrets Live Show and we did it on Clubhouse. And instead of me just talking for 15, 20 minutes, like a typical podcast, I did talk for 15, 20 minutes and at the end of it, I opened it for Q&A, we spent about 40 minutes on doing Q&A and it was a really cool experience for so many reasons. One was a chance to answer questions for a bunch of you guys. Number two is just it was fun doing it live and the energy was cool. So I think we're going to keep on doing it and want to invite you if you want to come on any of our live shows. All you do is go to clubhousewithrussell.com. It's clubhousewithrussell.com. It redirects you to the Marketing Secrets Live clubhouse room and you can join that room and then you'll be notified when we go live. I'll probably go live once a week or so and again, I'll be spending 15, 20 minutes talking and then after that, we'll go into Q&A and it'll be fun. So the next episode's going to be special. The first one is going to be my 15 to 20 minutes of me talking about the concept I want to talk about that day and the next step episode I'll share with you is the Q&A, and I hope you enjoy both sides of it and hopefully gets you pumped to come to the next Marketing Secrets Live show. Again, it'll be on Clubhouse, so make sure you get the Clubhouse app. But again, if you go to clubhousewithrussell.com, you can register. And with that said, I'm going to pick up at the very beginning of the Live Clubhouse and we'll go from there. We're here, everybody. What's up. This is our, technically it's the second time I've gone live on the platform. First time was a huge train wreck, we'll talk about that in a minute, but this is round two and I'm here. And Yhennifer, how are you feeling today? Yhennifer: I am feeling amazing, so excited to be here. I know that we were on for the funnel hacking live room and it was bananas. So I know that this one is also going to be amazing. Don't forget to make me a moderator real quick. Russell: You're officially now a moderator. Yhennifer: Awesome. There we go. I got the badge. I made it in the world. Russell: Amazing. I'm learning how to use it all. Okay. Can you hear me well? This is my first time using the setup and everything, I want to make sure you can hear me. Yhennifer: Yes, we can hear you perfectly fine. Welcome everybody. Russell: Welcome. Welcome. All right. Well, let me, while waiting for a few more people to jump on here for a second, I'll tell you guys what the game plan is, what we're trying to do here and then we'll dive into it. So we're going to be live for about an hour for about an hour and this is my second time officially using Clubhouse. I've been in Clubhouse a lot as a guest and hanging out, but the second time didn't get a room. First time I tried to do a room, did not know what I was doing, jumped in there. I brought everybody up to become speakers and it was chaos and anyway, it was kind of crazy. So I stepped back from it and was like, okay, I want to do this again but I want to do it this time a little more strategically. And so the game plan for what we're going to do is I'm going to basically be doing an episode of the Marketing Secrets podcast. So I'm going to talk for probably 15 minutes or so on a topic and then when that's done, Yhennifer is going to be my amazing, co-host, help me with this whole process, making sure I don't mess it up. Then we're going to bring you guys up, whoever wants to come up and ask questions or give comments or share things to deepen what we're talking about with everybody else. And that's the plan, so I think it should be fun. Anything I'm forgetting? Yhennifer: Yes. Make sure that you pin some people into this room. You have that little plus sign at the bottom guys, as you are hopping on here. Invite some friends that will be interested in what we're going to be talking about today, which is the secret behind the value ladder. Russell: It's so fun. All right. And I've also got this really cool, I feel professional, I've got a little board here. I click buttons, and if I tell you guys a joke, check this out. Did you hear that? Yhennifer: That is amazing. Russell: So I can do that. If we talk about money, I can be like this. And I also got the theme song for the Marketing Secrets podcast loaded up here. So this is the live version of the Marketing Secrets podcast, which I'm pumped for, hopefully you guys are pumped for as well. Like I said, I got about 15 minutes of stuff I'm going to talk about and then we'll open up for Q&A's. And so that is the game plan. So again, if you want to invite anybody you know, please invite them and then what I'm going to do is I'm going to queue the theme song right now and then we'll play it and we'll come back at 15 minutes to talk and then we'll open the blinds for Q&A. Does that sound good? Yhennifer: Awesome. Let's get the party started guys. Russell: All right, with that said, here is the theme song. All right, everybody. Welcome to our first ever official Marketing Secrets live show. I'm so excited to be here with you guys. We are doing this live on Clubhouse, which is kind of cool. This is my first time really producing something like this, and I'm excited. So if anyone who is a listener to my podcast, you know that usually I spend about 15, 20 minutes talking about a topic and it ends there. I want to use this platform as a way for me to be able to talk about what I'm thinking about for next 15, 20 minutes and then, when it's finished, jump on with you guys and do Q and A and answer questions. Or if you guys want to share ideas or thoughts, whatever it is. It should be fun, so that's the game plan. The thing I want to talk about today... We titled this one The Real Secret Behind The Value Ladder. I did it for a couple of reasons. Number one is the value ladder is probably one of the least understood principles inside of this marketing game. And it's funny, because I think when you explain it, it's really simple, and be like, "Oh, I get it. I get it." But when I look at people's businesses, when they come in for consulting or they hire me for coaching or whatever it is, I look at it and some people have what we call a value maze, where there's 8 million different ways that a potential customer could go and it's confusing. And I'm like, "Where do you take a customer?" And they have all sorts of different things, right? I'm like, "Well, value maze is not a value ladder." So that's one thing. Where number two is like, "Oh, they have a product." They've got one thing and they're missing some of these, these key components. And so I want to share with you guys really quickly what the value ladder is, but then there's a big thing that most people are missing. And it is key. It's the key to ascend somebody from one spot to the next in your value ladder. It's the key to actually serve people with the highest level of value. It's the key to really have success and help your customers have success. And so, that's the stuff I want to talk about today. I'm going to geek out on this at a deeper level than I typically do because I'm hanging out with a bunch of people who are on Clubhouse. That means you guys are as nerdy as me if you're here with five minutes worth of warning that we're going live for marketing seminar, right? And so that's kind of the game plan. So, and then after afterwards, like I said, we'll open for Q and A and do some questions. If you guys have any feedback or if you want to share your value ladders and things like that and how you transition people from step to step, that's game plan. Okay. So, a couple of things. The value ladder right now is more important than anything I could talk to you about for a lot of reasons. One of the biggest ones is obviously with all of the changes happening in advertising between Apple and Facebook and their feud. I'm assuming that most of you guys have noticed that your cost per acquisition in most of your marketing campaigns, if you're buying ads on Facebook, have probably gone up. For a lot of you guys, it's gone up substantially, am I right? Okay. If you've read the DotCom secrets book, one of the quotes that I talk about a lot from my mentor, Dan Kennedy, he said that whoever can spend the most money to acquire a customer wins. Okay? This is something that like... I don't have tattoos, but if I had a tattoo, it would be tattooed on my forearm so I would never forget this. This is how important it is, right? Whoever can spend the most money to acquire a customer wins. I remember when I first got started in this game, I heard him say that and it didn't make any sense to me, okay? And I think a lot of you guys who have been in the market right now, playing this game for a couple of years, it's been easy if I'm completely honest. Facebook ads have made things easy and a lot of people made a lot of money without having to be really good entrepreneurs and really good marketers and really understanding things because it was easy. It was easy. If any of you guys had a chance to read my newest book, my third book, Traffic Secrets, the intro of Traffic Secrets, that the title was, there's a storm coming. Some of you guys probably read that. It was right when Coronavirus hit is when the book launched. And I said, "There's a storm coming." It's been so simple for so many years and I've been doing this now... This is my 19th year in this business, so I was playing this game before Facebook, before MySpace... Actually, Friendster was the hot social network at the time when I started this game. And so I've had a chance to see the ups and the downs and watch what happens to advertising platforms and networks over two decades now. I wanted to warn everybody, because so many people who have got in this game in the last few years where it was easy, where it's we focus on Facebook, and I'm like, "You guys have to understand there's a storm coming. We have to look at things differently. And if you're not, you're going to be in trouble." I think the real first big wave of that has been hitting right now with the battle between Apple and Facebook and all the things. I've seen a lot of people who messaged me, who are freaking out, who'd be like, "Our ad costs are going up. What do we do? What do we do?" The reality is what you should do is you should be celebrating, okay? If you're an actual marketer, if you're a funnel hacker, if you're of our people, right? You've been hearing me preach this now for a decade, right? Whoever can spend the most money to acquire customer wins, right? If you understand that, the fact that all the CPAs, the cost per acquisition, these costs are going up and it's getting more and more expensive should not scare you to death. It should make you excited because all it really means is that more and more people are going to fall out of the game. Okay? Less competition, less people, less people fighting over ad dollars, all those kind of things. It's going to drop, okay, because the real marketers are going to keep playing the game and the rest of them are going to disappear. Like I said, I've been doing this now two decades. I've seen this. I've seen people who are making millions of dollars a month one day. And then, because of an algorithm shift, they're now out of business and I've never seen them come back, which blows my mind to this day, is because they didn't understand these core principles. And so, the core principle I want to drill into your guys' mind today is the concept of a value ladder, and then I'm going to show you guys the actual secret behind the value ladder. That's the key that makes this whole thing work, okay? So the basics of the value ladders... If anyone who has been around me for more than five minutes, you've heard me talk about this before, so I'm not going to spend too much time on the actual value ladder, because that part's the most simple, but a value ladder is like... Somebody comes into your world, right? And you give them some value. So my goal is... Obviously, there's a lot of free things I do online, right? My free podcast. I'm doing this live right now, right? Some of you guys are jumping into this room and this is the bottom of my value ladder, right? It didn't cost you any money, okay, but I'm providing value. Hopefully if I do a good job of it, you're going to be like, "Man, that Russell guy? He talks kind of fast, but I got some value that was really quick. What else does he have?" Right? And you naturally want more. That's the cool thing about human beings. If we receive value of something, we naturally want more. So if you see cool video or podcast, or you're here on Clubhouse, or something, you get some value, you're going to start looking around. You're like, "Hey, Russell talked about that book. What was that book he said? Oh, DotCom Secrets, or Traffic Secrets." Whatever one grabs your attention, right? And you're going to go online and go to DotComSecrets.com. You go over there, and you're like, "There's the book. $9.95 shipping and handling." You're like, "Whoa, in the Clubhouse room, he spent an hour with us and that was amazing. Can you imagine what I would get if I actually read his book." Right? You put your credit card in. You buy the book. Then you get the book and you start reading it, right? Now you're moving up my value ladder. You start reading the book and you're like, "Oh my gosh, this funnel thing is really, really cool. In this book, he talks about the 10 core funnels and how they work and, all of a sudden, I see how it could work in my business and I can see how it works in other people's..." And you start freaking out. You're like, "This is so amazing." Right? And you got value. You're like, "I paid 10 bucks and look at the value I got from this thing. This is insane, right?" And then what happens? You naturally want more. You start looking. "What's the next thing? What else does Russell have?" Start looking around, and all of a sudden you're like, "Oh my gosh, Russell is doing this 2 Comma Club Live virtual event coming up in two weeks. I want to be part of that. What is that?" Okay. So you go, you sign up for the event, and I try to provide value first. So the way that 2 Comma Club Live works is you put in your credit card and you go through the entire three-day experience for free. Then, afterwards, you decide if it's worth it, right? So there's no me trying to scam anybody out of money. It's like, look, come show up. I'm going to serve you like crazy, and at the end of it decide if it was worth it. If it is, then you can pay for. If not, then don't. Right? So they come through, do 2 Comma Club Live Event, and they go through this experience for three days and they're learning, they're growing, and they're getting all this stuff. They're like, "This is amazing. I'm getting so much value from this. What else does he have?" Right? And then you look at Funnel Hacking Live, our big live event, or maybe it's our 2 Comma Club Coaching. Or if you're inside of 2 Comma Club Coaching, after you've gone through that process, you're like, "What's next? I want the next thing." So, after you've gone through our 2 Comma Club Coaching program, it's a $25,000 program, our next tier up is my inner circle, right? And then after my inner circle, there's new program coming out called Category Kings. And so this is my value ladder, right? It all starts with me coming out there and putting out as much value as possible and, if you like it, you're going to naturally want more. Okay? So that's kind of the concept of value ladder. Again, I don't want to go too much deeper than that because you can read about in the DotCom Secrets book, and I've talked about a lot of other places. That's the core concept I wanted to put out there. Right? And so, the reason why these ads are changing, right? Ad costs are going up and everyone's freaking out. That's why this is so important because what will typically happen is most business owners... And I see this so much, even inside our funnel hacker community, unfortunately, is they create a product and have this product and it works really well and they start selling that product. Right now, because the game has been easy for the last four or five years, they spend $50 in ads. They make a $100. They're like, "Oh, this game works." Right? But now with all these different changes, and the algorithm shifting, and the fight between Apple and Google and Facebook and things, now these costs are going up. Well, now you're spending a $100 to make $100. And then, it's eventually going to be $200 to make a $100, right? And all of the amateurs are starting to fall away, okay? I remember my very first marketing seminar I ever went to, I heard Mike Lemon said... He said, "Amateurs focus on the front end." Said, "Amateurs focus on the front end." And I didn't know what that meant until I started getting into business and I started saying, "Oh my gosh, my first two or three tiers on my value ladder, all that money is going back into just paying for customers. It's not until tier three, four, five, I start actually making money." And the deeper you can go into your value ladder without making any money, the more successful you're going to be, right? Because whoever can spend the most money to acquire a customer wins, according to Dan Kennedy, who is my mentor, and I trust everything my mentors say to me, so it's very, very true. Okay. So I want to kind of start with that. Now, the next thing I want to talk is... Again, most of you guys at this point have some kind of value ladder, but the thing, and this is where I talked about the real secret behind the value ladder, the thing I really want to share with you guys today, and this is the nugget that hopefully you get and you're like, "Oh my gosh, I got value." And then we'll open up to take some Q and A's and stuff. So the big secret is each tier of the value ladder, the thing that you sell at that tier has got two goals. Number one is to provide value, right? It's to scratch the itch they have, right? So you give them this thing that's like, "Oh my gosh, I got value. That was amazing. I scratched my itch." But usually when you solve one problem for somebody, it opens up a new problem. Right? So, for example, when I give you a book on how to grow your company funnels, you like, "I read this book. I got value." And then, all the sudden, you're like, "Oh my gosh, I need a funnel." And then, hey, lo and behold, guess what I sell? I have this funnel software that I sell called ClickFunnels. You should use it, right? And so it opens up the next thing. Each tier on the value ladder should provide value, help somebody at that tier, and then, and then by giving them that value, it should open up the next step, right? Because after you have a funnel, what do you need? Well, for me, you buy my first book. It's like, "Here's how to build a funnel." And then second book like, "Hey, here's how to do the messaging for your funnel." Third book's how to get traffic to your funnel. It moves somebody up and down. So the first time I got this... Some of you guys know Chet Holmes. Chet Holmes passed away a few years ago. He wrote The Ultimate Sales Machine, which is still, to this day, one of my top 10 favorite business books. Chet actually became a friend of mine. I spent a lot of time with him in business and traveling, and just had a lot of respect for him. As I was working with him, he wanted us to help him with one part of their business. And so, because that, he opened up his books and showed me his entire business model, which was really, really cool. So he showed me this entire business model, and I want to walk you guys through how it works. Because when he showed this to me, this is one of the first time I got it. That each step of my value ladder is selling the next thing. So the way Chet's business model works is he runs radio ads, right? So he's running radio ads. In the radio ad, it would say, basically, "Call this number to get nine free reports," or something like that. So they'd run the radio ads. It would call the number. Someone would answer the phone, say, "Hey, what email address do you want to email your nine free reports to?" You give them an email address, cool. And said, "Hey, why have you on the line, Chet normally..." He used to do these seminars that were three hours long. He would fly around the country and people would pay, I can't remember, $800 to come to these three hour long seminars to help them to grow their company. And because you're at home, we're doing virtual seminars, and how would you like to come to these virtual seminars? And he said, the seminar for you guys, for virtual one, was $300, but the cool thing is you don't have to pay for it up front. You can come to the seminar, attend the entire thing, then after it's over, if you liked it, then you pay the $300. Right? And so that's how Chet's value ladder began. Okay? And so that's kind of where I got to dive in. So I started going on these seminars. I wanted to understand what he was doing. And I'd watch this three hour long web seminar that they would run, and they would teach people and coach them show them all this amazing stuff. It was awesome. The three-hour training was worth the $300 bucks. And so, when the three hour training was done, at the end of it, he said, "Hey, really quick, I want to find out from all you guys. The last three hours, was it worth it? If it was, tell me, and if so, we'll bill you the agreed upon $297, like we agreed upon. But if not, let me know and we won't bill your credit card. Totally cool. No harm, no foul." And he'd go person by person. These web classes would have like 10 people on a time. So he'd be like, "Joe, how was it for you? Was it good?" And then Joe would be like, "Yeah, it was awesome." Then he'd be like, "Cool. Sam, Julie, Mike..." And he'd go through everyone and get everybody to say yes, and they'd bill their credit cards. And he said, "Okay, now that the seminar is over. It's officially over. Got all the value. Really quick. The biggest question people ask us after they go through this experience is, I want more. What's the next step? What's the next tier?" And he said, "Do you care if I spend a couple minutes talking about our six week long mentoring program where we can take these principles and help you instill them inside your business?" And of course, everyone's like, "Oh, sure, definitely." And he walked and transitioned to the six week program and he explained it all. And then, from there, he would try to close every single person on the call on the six week program. Right? And so then that was the next step in the theater. And then you went through six week program. At the end of the six week program, they give them two bonus calls, right? And the two bonus calls are with the coach, trying to figure where they're at and where they're trying to get. And then, from there, the coach upsold them to the next program, to the higher ticket program. And so, each tier in the value ladder provided value, provided the thing they promised. And the end of it, there was a mechanism, there was a tool, there was a process in place that then took that person and ascended them to the next tier inside the value ladder. Okay? That was the key. And as I started watching, I was like, "Oh my gosh, this is amazing." And what Chet did in his business, it was really fascinating. This is kind of off topic, but just an idea to put in your guys' head. Every single person in Chet's organization, his entire company, everybody was paid a percentage of the sale. So what would happen is that the person buying the radio ads, he or she would get a percentage of the money that came from the webinar one, and then from the six week program, and all the way through the entire line, so they all were incentivized. The person in sales on the webinar got incentivized on everything that happened after that person touched them, and so on and so forth. The way he structured it... I remember him sitting there. He said, "Russell, this is the secret to business. Don't have tons of overhead. It'll drown you." He said, "You got to set up your structure so that everybody's paid based on a percentage of commission." He's like, "That way, when you have big months, everyone gets big checks and small months, everyone get small checks, but we all do it together. That way you're not stuck with the overhead and things." Unfortunately, I didn't use that in ClickFunnels. I wish I would have. If I get all 400 employees that work here to... I'm just joking, but it was really just a cool thing. So this was the secret to value ladder that Chet taught me, is that each tier in the value ladder, part of the product, part of the thing that they're buying, actually ascends them to the next tier. Okay? There's a good way and a bad way to do this, too. I've seen this in the past, when I've bought somebody's book, where I'm like, I see the book, the ad's awesome. I buy the book and I read it, and the entire book is a sales letter for their next thing. I hate that. That drives me crazy. But if you look at my process, I want to blow people's minds. So if you go through it and you read the DotCom Secrets book, you'll notice that the entire book, like whatever 297 pages, is just pure strategy, tactics, like nothing. And at the end of it, there's a little chapter on, "Hey, if you need a tool to help this, it's called ClickFunnels." And we push them to ClickFunnels, right? And then there's a sequence after they buy the book. There's a whole marketing sequence that gets somebody from there to the next tier in our value ladder. Right? Then if someone comes to 2 Comma Club Live event, right? It's a virtual event. It's three days long. They go through the process. And inside of that event, that is the mechanism where we sell our 2 Comma Club X Coaching program, right? And so they go to that and they join 2 Comma Club X, okay? And in the past, I had an inner circle and my Category Kings, which has been closed for about two years now, but I'm going to sprinkle some hints here. I'm actually reopening those here this year, which is exciting. And so what's cool about it is then people inside 2 Comma Club X, they can then naturally ascend up the next year. And then people inside of the inner circle then can naturally ascend up our Category Kings. And so there's a process in place, but everything is designed and structured around knowing that I've got to give them the value I promise them, but then, at the end of it, there's some mechanism that moves them to the next tier, that moves them up the value ladder. Okay? That's the power. That's the real secret behind the values. Not just having a value ladder of, oh, there's a product here, product here, product here. It's structuring your product so that the product does the selling to move somebody to the next tier. Okay? If you guys come to Funnel Hacking Live, you will notice something. Most of our speakers, not all of them, but most of them are people who are in my inner circle. They are in our 2 Comma Club X Coaching program, things like that. And so, as we introduce them, we're like, "Hey, here's 2 Comma Club X Coaching member, so-and-so." And so they see this and people see over and over and over again, that the people who are on stage are the people in the next program higher, and it gives people incentive to want to go and ascend up and move up the value ladder. Does that make sense? So these are just some of the things, but that's the real secret in value ladder is structuring your products in a way that, number one, gives so much value that they want to ascend up, and number two, there should be mechanisms built inside of each tier that actually physically move them to the next tier. Okay? You get Chet Holmes on his free web class at the beginning. At the end of it, pushed them into six week program. In the six week program, he had two bonuses coaching calls. Those coaching calls were then there to send them to the next tier and so on and so forth. And so, that's kind of the process of what a value ladder is. But, again, this is the piece I wanted you guys to get. The real secret is understanding that. Creating tons of value and building the mechanism to actually get somebody to ascend to the next tier.

In this episode, we had the pleasure of having steven larsen on our show. Steve is a successful Internet marketer who joined clickfunnels in 2015 In 2016, at a funnel hacking event, he was offered a job to build  funnels next to Russel Brunson . He then Designed the curriculum for the first 2 Comma Club Coaching program, which helped many get their first million. In 2018 he left HIS JOB TO START HIS BUSINESS FROM SCRATCH, WITH NO REVENUE OR PRODUCT, AND CROSSED $1MILLION AFTER JUST 13 MONTHS.  We are discussing very interesting topics on Steve experiences throughout these years.

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

Boom! What's going on everyone. It's Steve Larsen. This is Sales Funnel Radio and today I'm gonna do Part Two of my Coaching Contract. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys? Hey, I had to chop us into two different episodes because it was a little bit longer. So anyway, this is the second half. I'm gonna pick right up where I left off. I'm going through 14 different rules that I make somebody follow when I decide and agree to coach them, or consult for them. So you're gonna start hearing these rules. If you've not heard Part One, I'd go back and listen to that before you listen to this. It'll make more sense. This is a result of me watching, not only just the marketing patterns that make somebody successful but the attitudes that have made someone successful. What it is that they've been willing to enter into when I say, "Hey, here's the marketing piece. Hey cool, check it out... " And they're like, "I don't know if I'm willing to do that?" And 'why' they say that... or 'why' they're willing to dive in? So these are cool! These are rules that I've written off the top of my head.So just sort of a recap; I go in, and  I make them agree to a few things. This is a relationship, okay? So they're gonna do some things and then when they do, I will do these other things as well, okay? I don't just go 100% without them going a hundred also. I match and I lean into the level that they are willing to be leaning as well. Alright, hope you guys enjoy this. Let's cut right over to this...This next part. I'm gonna go a little faster here. Number Seven: "If you earnestly attempt to answer all questions on your own, then I will coach you to the answer." This is a big one. You guys remember there was a podcast episode I did a little bit ago called, My Greatest Asset. If you've not watched it, it went nuts. There was like 700 views within the first two hours on that video before I ever released it as an episode. That was crazy. That episode was freakin' awesome. And what's interesting is one of the biggest issues that I find with people's attitudes is that they're like, "Well, I don't know where to find the answer for that?" Man, freakin' Google exists, alright? "Well, Steven, I just don't know how to do this and this anymore." YouTube it! Holy crap, there's never been a time when there's been so much information readily available for everybody with such a lack of discipline on how to get it. It drives me nuts, okay? So they're never allowed to just ask me.This comes from a specific person in my history...There was a leader that I had over a whole group of us, and anytime we had a question, he wouldn't ever answer it. We were like, "Um, so what do we do about this, this, and this?" He was like, "Yeah, what would you do about that?"  And it drove us nuts! We'd be like, "Whoa, we don't know that's why we were gonna ask you!"  It's frustrating. We were all so mad at the dude forever. And  he's like, he's like, "Oh man, yeah I wonder where you can find that out?"For like six months, the dude never answered a question of ours, and it drove me nuts. Eventually, he told us, "Guys, my goal is to make you self-sufficient, not give you all the answers."That was a huge lesson that has served me ever since that experience. That was eight or nine years ago. He was awesome. He changed my life just with that one lesson. So when people come to me, if it's like a super tactical thing, I might help answer the question for them, but when it's a dumb question... Whoever said there's no such thing as a stupid question? That's a stupid quote, okay! There is such a thing as a stupid question. It's the question that someone took no thought to try and answer on their own before they asked somebody else! Does that make sense? That's stupid. Stupid questions exist. Earnestly attempt to answer. Number Eight: "You gotta buy success with your own time." Somebody complimented me once on something I had done, and I said, "Oh, thanks. I bought it with my time." And they're like, "What do you mean?" I'd have lost a bunch of weight, and somebody was like, "Oh man, you're looking great." I was like, "Oh thanks, I bought the results with my time."It was a super weird response, and I knew it was. They're like, "What do you mean?” I was like, "Well, you know, while most people are doing this, this, and this, I was exercising, or not eating." Does that make sense? I found out like some people who are in this course that I was doing they were spending like maybe 10 minutes a day on what we were teachin' 'em and then they were like, "This doesn't work!" I was like, "You're not working." It's so stupid. Does 10 minutes a day sound like obsession? No, and if you can't get obsessed over what you're learning or you're trying to do? You're probably not in the right thing. It's easy for me to dominate in this game because I'm obsessed about the game. No one needs to make me obsessed with the game, you know. I mean no one 's like, "Alright, today, item number one on today's agenda, obsession."  It's just there, alright, it's just there - it's inside.Number NIne:  "Take imperfect action viciously. Just run man."I'm not waiting to teach people the next step for when they have 100% perfection in the thing. I wait till I can see they're at like the 80% level. Meaning, in the level of understanding or the funnels. If the funnels 80% good, just go! Like yeah, could we keep tweaking it, but let's just go. I go at 80%. Number Ten: "Don't freak out at the clock." This is a big one. When people freak out at the clock, this is what happens: The first time I was ever doing that 2 Comma Club Coaching thing, it's a year-long program... and two months in, there was this slew of people who started asking me, "Steven, how long do we have this for?" I was like "Why are you asking this right now? You've been in for two months, and you're killin' it. You have all these assets ready, and we're finally ready to go build funnels."This happened the week we were supposed to start puttin' the funnel together, start writing a webinar script, or whatever - slightly bigger tasks. I was like, "Why are they asking this?" What was funny about that is I started realizing that where we were in the course was where all the things started coming together and they had to start building crap - meaning they weren't just watching videos anymore. They weren't just answering something in a workbook - they were doing the thing. It was time to stop studying how to drive a car and get behind the wheel-  the engine's on, it's a stick shift, and that things in gear - they're ready to let off the clutch and start going.I was like, "Why are you asking this?" and I realized, "Oh crap, it's because of where we are - the work is starting now.”   So I try to get people to take action imperfectly and not freak out over trying to make everything amazing. Don't freak out over the clock - if it's taking longer than what you expected it to be. "Yeah duh! It always does." One of my favorite quotes is: It'll take you longer than you think, but not as long as you fear. That has stayed in my mind - it's been a motto of mine for a long time.It's like an exponential curve; no progress/ no cash, no progress/ no cash, a little progress/ a little cash, lots of progress/ not much cash, lots of progress/ not much cash, lots of progress/ lots of cash! It's this exponential curve that just pops right out of the gate. Super exciting, very, very cool. Number 11: “If you chose to be uncomfortable every day, then I will promise to help create environments for positive stress.” This is a big one. There's eustress, and there's distress - not all stress is the same. When I'm looking at my three-year-old and my five-year-old, and I'm trying to craft a learning environment for them. If I can see they start exiting eustress and entering distress, I know I need to stop.   Meaning, I have a chore list for 'em, and I'll ask them to do this, this, this, and this... And to a three and a five-year-old, some of the things on that chore list might be kind of challenging, and I get that - I'm watching them. Eustress comes from euphoria - it's positive stress. It's stress that is growth stress. It's sculpting, and it's shifting, it's good for the individual.Distress, that's destructive - that's the negative kind. Bad anxiety, right? Really, bad. It's when someone feels overwhelmed, overloaded - they're gonna die. They start entering into destructive habits. That's destructive. That's distress. I want eustress for my customers all the time. And that's one of the reasons why my stuff is awesome, but also why my stuff is sometimes hard for people to take in... Cause I know that they must grow as an individual, not just a funnel. They must grow as an individual to even pull off the funnel, right? That's what it is to become an attractive character. There are things inside of you that you need to work on, overcome, focus on, expand, or contract.I try and do something challenging and uncomfortable every single day. This morning I did not want to lift. I did not wanna exercise this morning. Holy crap, a lot of stuff going on for me right now. I was like, "I don't want to." I didn't really wanna lift, but I thought about this, and I was like, "Alright, let's do it!" Number 12: "Be brutally honest about where you are. If you're brutally honest about where you are, then I will applaud your progress." If anyone of you guys goes out and rents a freakin' Lamborghini, takes a picture in front of it and puts it on their Facebook profile page to become a "professional." I'm gonna slap ya - especially if you're a student, consultant, or client of mine - or something like that. Nope!Be brutally honest about where you are. That's one of the fastest paths to progression I've ever seen in my entire life. Every time I've done that and I've been honest about where I am, and where I am not - being okay with that when someone asks me, that's cool, that's awesome. People like to follow you more because of that than anything else - it's really fun. Alright, next one, almost done here. Number 13:  “If you will kill all parts of your old self or the elements of your old self you need to kill.” There might be all of your old self you need to kill, or there may be pieces of you that you gotta leave behind when you move forward...  that's fine, that's part of the game. I always laugh at songs... There are these popular songs out today, I hate listening to the radio 'cause the rhythm is the same. It's the same pattern for all their songs. I love music. I studied a lot of music theory in high school. I was a music theory guy for a while, and so I hate radio music most of the time 'cause it's all the same junk. It's funny; there are songs making fun of the top label songs. They're all the exact same four chords, and they're all, anyway, anyway, whatever. I forgot where I was going with that I love the topic of music. Anyway, anyway, yeah, there's parts of your old self you gotta go kill - and be okay with that. That's 100% okay. It can be challenging for an individual to do that. It can be challenging for people to leave behind parts of themselves, right? One of the biggest mistakes I made when my wife and I got married is I thought like, "Well, I gotta be a husband now."  So I sold my full kit drum set. That was stupid. I sold my longboard. I sold all the crap that made me, me - thinking like, "Well, I'm an adult." And that's garbage. I'm not talking about that kind of crap. I'm talking about fears and things inside of you that you gotta get rid of. You might have to kill other parts of you, in general, to move on to the next phase - and that's totally fine. I don't lean too hard into that one specifically because people know that answer themselves. I'm not gonna know that about them - only they will know that. Number 14:  “If you will lean into my training/ coaching/ my consulting, (or whatever it is), then I will also lean in.”   I don't carry the ball. I teach you how to carry it.I don't carry the player and the ball. If I can see you're running hard and you're actually doing stuff, and you drop the ball, I might pick it up, but I don't ever pick up the player and ball. Does that make sense? So if you will lean in, I will as well. I will match your intensity. So I just wanted to walk through the rules that I have (there's more, but those are the ones off the top of my head). There are rules that I have whenever I coach somebody, or I enter into consulting. A lot of it has to do with what I've seen in the past actually works when somebody makes a successful funnel. When somebody says things like, "You know Stephen, I really need this to work. Is it gonna work this time? Are you gonna be there to help me?" A lady reached out once and said, "Hey, I wanna buy your product, but will you be there to motivate me when I am feeling down?" And I said, "Absolutely not." And she goes, "Excuse me?" I said, "I am not here to motivate you. Motivation comes from within. You make your own motivation." Motivation sucks, right? Discipline is greater than motivation. I'm not here to motivate you. I'm here to teach you how to do stuff. If you can't bring motivation to the table the moment I leave, (or let's say I can't be on a call one week), you die internally. There's nothing inside of you to depend on. You've haven't created anything inside of you. You haven't callused the mind enough in your own way. You've not created enough of a relationship with you to move forward and do the crap on your own. What the heck happens when the program ends, and you're left thinking, "Did I learn anything?" You did everything, but I had to motivate you to do it. I do not believe in motivating people. You might, you might get motivated by what I say, and that's great. I get motivated when I listen to a whole bunch of motivational videos on YouTube -  which I listen to frequently. But I know that motivation is like willpower, it dies. It's like a muscle - eventually, it gives out. Motivation is weak. Discipline is greater than motivation. So as you go through and you start thinking about this and as I've kind of walked through these rules, the biggest thing I'd suggest to you is to figure out what disciplines you'd like to take on?   Don’t make a shopping list full of disciplines you wanna go take on at once - just do one. Like, "Hey, for the next six months, I'm going to perfect and be a master at this one area." I like the Tim Ferriss method; he sits back, and he goes, "What's the one thing I could go do that would make everything else obsolete?" I like to sit back and think to myself, "What would that be?" So I'll give you a personal example real quick here, and then I'll end the episode:I realized that I could die behind my computer, and that might sound weird to you. I'm not trying to be like a Debbie Downer on this, but crap man, like I work my face off. I work a lot.  I don't work a freakin' nine-to-five. Nine-to-five is when I'm at the desk, I'm working all the time though - and I don't always want to be. And so I started thinking, "Oh man,  let's just start with self-care." So six months ago, I was like, you know what I'm gonna start with self-care. There was a specific where I decided, I'm gonna go focus in on this, and I'm gonna get better at this. In high school, I lost 45 pounds. I lifted for nine months. I didn't like how I looked so I lifted every day. I lost 45 pounds, and got all the way down to 6% body fat -  one more percentage of weight is considered unhealthy. I started doing Sprint Triathlons like crazy... Well, I got married, went to college, financial pressures, and all those things created more stress, and I started putting that weight back on.One day at ClickFunnels, I saw a picture of myself and I was like, "Oh crap,  well, I'm not gonna be embarrassed about it, but I'll just own the scenario that I'm in. Let's kill that side.” And so I went through, and I started looking at all these different things, and I've lost maybe 10 to 15 pounds which is awesome.  I've enjoyed it. But what I had to do is find out what that one domino was that Tim Ferriss talks about that knocks down everything else? And so what I realized was it's the time that I go to sleep. If I go to sleep at a responsible time - I get up early. I like when I get up early because I can have an hour or two for just workin' out. I love to work out - Do I need two hours? No, but I do like to go a solid hour, hour and a half - it's just fun. I enjoy it. It's one of my favorite things. I built a full gym in our garage - that things awesome! Holy crap, I got all the toys - really fun in there. And when I lift and when I work out in the morning, then I go, and then I can eat better. I'm more motivated to eat well when I've worked out in the mornings. I'm like I don't wanna lose the results I just worked for in the morning. So then I eat better which makes me drink more water, which makes me... right? And it all starts the one activity that I can control that easily makes it likely that I will do that schedule the next day is what time I go to sleep. I don't believe in nighttime hustle anymore. There are very few times when I'm willing to do it anymore, but it's because I work better, have more clarity of mind, I get more crap down when I follow that. Does that make sense? Does that have anything to do with funnels? Yes, everything to do with funnels. Does it have anything to do with building pages? No, but it has everything to do with the way I build pages.And that's part of what I do that has made some people  feel a little bit uncomfortable with what I do, it's like, "I thought you were a funnel coach?" It's like, "Yeah I am, but for you to be good at it, we gotta work on you as well." So these are the rules. I do the same things myself. There are times where I'll walk around and be like, "Man, Stephen, dude, Larsen, you are Betty Whiting right now. Man, you are complaining, you're a freakin' idiot, okay? You are whining, you're a complainer, you baby," and I'll self-talk like crazy and I coach me through the same process that I'm coaching my people through.  It's cool how effective it's been. And I've been doing it a lot (especially the past several months) and really, really enjoyed it. So anyways guys, hopefully, you like this episode. Definitely a longer one. I wanted to be able to drop this out to you guys though. These rules are very, very helpful. There's many more - those are off the top of my head. When you enter a relationship with somebody else in a coaching scenario be very cognizant of NOT just what they're teaching you, but where they're coming from - it'll help guard you so that you're are getting the coaching you should have. A lot of you guys reach out to me and ask me if I can coach you. I'm not doing open coaching for anyone right now. I do fulfillment-style coaching for Russell for the One Funnel Away Challenge. I'm a 2 Comma Club Coach over there as well. I consulting, I fly out a lot and do that as well. If you're interested in that kind of thing, go to, stevejlarsen.com, and you can see that's how to get in contact with me for consulting.Anyways guys, thank you so much, I appreciate it. And we'll talk to you later. Hope you guys enjoyed the episode. If you liked this, number one, I would go back and re-listen to it and write the rules down. People will ask if I can give them the PDF or the doc I've been holding up? No, I think you need to write them down - it'll help you memorize 'em and learn 'em. So I'm not gonna give it and release it to anybody. Go write them down though on your own, and then please share the episode. It really means a lot to me. Guys, thanks so much we'll talk to you later, bye. Hey, thanks for listening. Please remember to rate and subscribe. Got a question you want answered live on the show? Head over to SALESFUNNELRADIO.COM and ask your question now.

Boom, what's going on everyone?   It's Stephen Larsen. This is Sales Funnels Radio.   Today, I'm gonna teach you guys about my coaching contract.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up, guys? I'm super excited about this. I've actually been looking forward to this quite a bit...   So I am knees deep in the One Funnel Away Challenge at ClickFunnels right now. I have the complete honor and privilege of being the guy to literally daily basically go in and hold people's feet to the fire.   It was like two or three days before I actually started the challenge, I started thinking about every other scenario where I was coaching people.   I've coached well over 1,800 people through this process now.   Many have become millionaires, many have made hundreds of thousands of dollars, and a ton of people made money for the first time in their entire life ever as an entrepreneur. And I'm very proud of that when I say that.   And what's interesting, and what's been really cool about this is that I've been able to go through and figure out more about the patterns of why it worked, or why it didn't... And not just from a funnel perspective.   I've been really, I don't know if introspective is the right word? You guys know I'm a kinda introspective individual in general, but I've been able to go through and look, not just from a marketing standpoint...   Meaning not just from a sales message, or an offer, or this is what this guy did in this funnel that's why he made the million, but I've been able to step back and look more deeply into the individual, and look at some of the attitudes some of these people would of have about what I was teaching them.   So I thought it would be kinda neat in this episode to go through and teach you guys some of the rules that I've created as I continue to do more coaching. And if they don't abide by these rules, I don't wanna coach them. It's so cut and dry...   So, I just wanna teach you guys what those are, so you understand the mentality that I'm coming from, and why I have patience in some areas, and why I have absolutely zero, unapologetic, no patience at all in other areas. And so, I thought it would be kinda neat to go through and do this.   Now when I first started, this was like two or three years ago, that was the original 2 Comma Club Coaching program - which is coming up on two years. Holy crap! That's crazy.   Anyway, so I went, and I started looking at all the different patterns of how that got started. I remember when I first started as that coach we were coming up with the 2 Comma Club Coaching program, I was like, "This is so cool. Who's gonna do this?" And then I was like, "Oh my gosh, I'm built for this man. Let me do this. This would be so cool".   And what was interesting, first of all, I was so excited, I was so stoked, I was so shocked to be the original 2 Comma Club Coach and get put in those roles, and it's just a bunch of fun. I really enjoyed it.   I guess it was an episode ago that  I talked about the way a customer comes into your product often determines if they're successful with it afterward.   It's not just a pre-frame. You can pre-frame somebody for a sales message, that's not what I'm talking about at all. I'm talking about pre-frame for your actual product success. So, it's almost the exact same kind of thing. So, this has become a pre-frame. I have them written down in front of me here... these are some of the pre frames.   Like I said a second ago, when I first was that 2 Comma Club Coach, I went in, I remember I was so stoked. I was very nervous. I remember the first coaching session came up. If you guys watch, it was a three-day launch that we did - it was called The Seven Day Launch - but it was three days on stage.   I got on stage with Russell doing a part of it, and it was really fun to go and drop out these different questions and back and forth, back and forth, and then suddenly realize there are 600 students, and I'm the only coach. Whoa, right?   I was like "Holy crap! How I'm gonna do this? Alright here we go!" And I was starting to get all pumped up, and I was trying to get jazzed about it.   And what was fascinating about that is I remember that I went in with the belief and the expectation that I would be coaching simply on marketing. I thought that I was gonna go on and I was gonna teach funnels, sales messages:   "Here's how create the offer. Here's great places to get traffic. Here's how you create a publishing or content machine. Here's how you become the attractive character. Here's how you have a cause and a new opportunity." All of these pieces, I thought that that was what I would be mostly coaching on.   And it wasn't until a while later that I realized that that's not actually what happened.   A few weeks into the program somebody asked me a question that wasn't on one of these areas.  There are these live Q and A's that I do for four straight hours every Friday. Four straight hours, live Q and A with the person in front of the rest of the group. I would be diving into their stuff with them. Diving in, diving in, diving in, diving in.   And what was interesting was a few weeks in, I started getting questions about, "Well Stephen, I'm a little bit scared to do that?" And I was like, "Uh alright, that doesn't mean you still shouldn't, alright?" "Well, Stephen, I don't know what to say?" Or "I'm not actually that good on a camera yet?”... And what's funny is a lot of the questions... they weren't about marketing!   I think that's the thing that was most shocked me about what happened when I started doing this stuff.   Most of the questions had nothing to do with marketing. They had everything to do with beliefs. They had everything to do with mindset. (I hate the word mindset, we'll call it attitude.) It had everything to do with attitude. I think the term mindset is overused - people just make it fluffy.   Anyway, they had everything to do with the way the individual was approaching the task, rather than the task itself: Here's marketing, rather than here's how you actually how you attack it. Here's how to actually do it and pull off what it is I'm teaching.   And so what's interesting, what's been cool, is that I went in thinking and studying and geeking out and obsessing over the marketing because that's what was I was gonna go teach...   But in reality, about half the question that I still get today, have nothing to do with marketing. They had everything to do with the individual's beliefs.   So I've made it a goal in my coaching to teach people to do to themselves what I'm trying to teach them to do to their customers.   Meaning, if I can get an individual to look at their customer base and go, "You know what, these are like three or four or five or six or seven false beliefs that all these customers have about me and my product and what we're doing."  If I can get someone to identify that, the rest of that is cake.   Now, we can start structuring belief shifts. Basically, I'm gonna change the way the individual believes. (There's some serious freaking power in the marketing game you gotta be careful with it, okay?)   But, if they're doing that to the customer - what if I could teach them to do that to themselves? Now that's hard to do... Because let me ask you a question real quick. "Hey you, right now, listening or watching this. What are your false beliefs?" You don't have false beliefs! There's no such thing as a false belief? You believe it, right?   "Hey, what are your false beliefs?" "I don't have any. They're my beliefs!" Right? So, it's a little bit harder to do.   I teach how to find false beliefs. I teach them how to break and rebuild and shift belief patterns for their customers, but I also help the student identify their own belief patterns, false belief patterns. The objections and complaints of the student themselves.   I help them come to understand, "Look! Check it out. You have a false belief in this area about what I'm teaching. You don't think it's gonna work, you are fighting me on it. You're either complaining, or you've thrown up an objection. You don't wanna do it anymore... you're throwing in the towel."   If I get an individual to point out to themselves the false beliefs they have about the game that they're in... Guys, their progress goes through the freaking roof. It's insane.   They learn how to self-doctor. They learn how to self-medicate (not the right word). They learn how to self-assess... there we go. They learn how to self-assess,  "What's actually the barriers and the obstacles that have been keeping them where they are?"   This is huge to understand. This is a massive, massive concept.   So, some of the things that I do now... Like, part of the reason I have that mannequin... You guys have seen me bring in that mannequin? If you don't know what I'm talking about, it's a few episodes ago...   But, I have a mannequin, and it's a punching bag in the shape of a guy. And on that mannequin, I started writing down things that people are afraid of. But it ended up being me writing the things that I'm afraid of or me writing down the things that freak me out, or me writing down the things that are telling me about me that aren't true.   I have things on there like: "Shame. Guilt. Not good enough. Fear. Imposter. Dummy." I got "Loser" on the front of it. I've got all these things that are negative that are constantly pushing in on me.   I don't want you to ever look at somebody who's on stage, somebody super successful, or an entrepreneur, and think,  "Man, they got it all together." No! If they look like that, they've just gone through a long disgusting road full of mud that has been through this incredible, massive, self-altering, self-discovery, that you haven't gone through yet. That's all it is.   Yes, they made a lot of cash on the way, but first, they had to qualify to make that cash. So that's what I've been learning how to do in the past especially year is go in and help a student identify their own crap.   "Look, let me help you call yourself out on your own BS here. You got some crappy beliefs. That's a false belief! That's a false belief! That's a false belief, and it's not right. It's not true. It's not real. What story have you been telling yourself that's been keeping that belief alive?"   We go through, and they'll write it down, and they're like, "Here's all my fears and here's how I'm gonna overcome it." That's actually the very first day on the One Funnel Way Challenge. They go in, and they write down all their fears, how they're gonna overcome the things... and don't make a big old laundry list that'll stress you out.   It's so funny guys, my business has grown to the extent that I have.   That's been my biggest realization in the past six months. Like, "Holy crap!" The game's been even more fun for me because I've noticed that as I get more discipline, as I add positive restraint, (positive constraint in my body, in my mind, in my behaviors, in my habits), I actually become more wealthy or I bring in more cash, or I can help more customers. It's the weirdest relationship ever.   And so, with all that preface in mind, I what to read my rules to you. That's why I take this so seriously. I am not a friend to my students. I let them know first, that that is the rule: "I am first your coach. I'm not your friend.”   I'm not here to make it fluffy. If you're wrong, I'm gonna tell you that you're wrong.   If I can see you can handle more, I will push you, and I will make it uncomfortable.   That's all about what I believe as a strategic hardship - because of what it crafts the person to be, and what it crafts the individual to become and do. And so that's why I'm going through this right now.   What I've noticed is that when somebody follows these rules, I'm allowed to come in with my side of what I will give to them. If they follow the rule I will award them with more of me. And so these are some of the rules that I created for the One Funnel Way Challenge as well. But, if they do this, then I will do this. I call it my coaching contract, and we released it to everybody.   I just want you guys to know what some of these things are so that you're able to go in and see like "Oh, my gosh, that's why it worked when I worked with Stephen. That's why it didn't work when I worked with Stephen." Or "That's why it's never worked yet in general regardless of who I've gone to."   And please know it comes from a place of love. I'm just a product of the product that I'm trying to teach you guys about. I had to get honest with myself. I had to look at myself and go, "Stephen, you're dumb." I had to get honest, I had to be open, I had to be real.   I was 35% body fat in high school, I was a big kid: "Stephen, you're fat," and be open about that and be honest. "Okay, I accept that. That's okay, my self-worth is not based on that." I own where I am and bask in the reality of where I am? That is one of the biggest keys.   So, as you go through here and you understand, I'm very intense as a coach, and it's because I believe this changes peoples lives. And that's part of what motivates me to do it, and it's part of why I don't care if I offend your attitude a little bit. If it's truth, it's truth okay? If it offends you, it means it's probably ultra true.   So anyways, guys, I'm just gonna walk you guys through this right here real fast okay?   This is the sub-headline: I am first your coach (like I was just saying), I am not your friend. Man, this is such a big one. People get offended by that, but I don't really care.   Rule Number One: "If you will do the work then I will show what work matters."   I hate fluffy work. I hate busy work, I will never give you any. I will show you the path. I will show you exactly what it is that you need to be doing and what you should not do.   Number Two: "If you will show up hungry, then I will match your hunger. I will NOT push harder than you do."   If you guys went to Funnel Hacking Live 2017, (I hope you guys are all coming this next year because it's going to be ridiculous. Oh my gosh.) Sean Stevenson gave a speech in 2017, and he talked about the motto of the Coast Guard.The Coast Guard has this interesting motto. Here's the scenario:   A helicopter goes up into the ocean, there's a sea full, there are fifty people in the ocean, and the helicopter can only save like 16. Who do you save? That's a tough question. That's a tough question.   And I'm not trying to be all Debbie Downer here when you think about this, but I just want you to know what do you do? So their motto, and what they do, part of their motto, is they say that they "Only save those that are swimming to them, who are actually making an attempt."   You can't save somebody, you are not a savior to your customer, you're not. You can only help those who are willing to help themselves.   The biggest thing that I cannot teach an individual, I have tried to find ways, I can't figure it out. I cannot teach somebody to be hungry. I can't. If they don't want it, there's nothing I can do. It's not about going 50/50, it's about goin’ 100/100. 50/50 sucks, that's a stupid rule! I need all of their devotion, and I will match the level of their devotion.   Part of the reason why some people will be like, "Well, I don't know, Stephen.. did he fulfill for me?" I'm like, "Well, you never did anything that I told you to do on day one." I'm just being open, I'm gonna be real and real honest with you. If it offends ya, okay! Does that make sense?   Someone's like, "Well, this ClickFunnels game... Sales... in general. I don't know if this really works?" Like "No! You're just not working, okay?"   Number two, the rule is, "If you just are willing to show up hungry, then I will match your hunger." Because I can't teach hunger, I cannot teach somebody to be hungry.   The difference for any employee, or any entrepreneur, the difference in attitude in any area of life, is if they show up hungry, more doors open for them. If they don't, doors close. And that's exactly how it happens in every opportunity in your life. Opportunities don't stick around. They get passed onto the next person. If you're not hungry, they don't stick around to you.   That's rule number two. Show up hungry, then I will match your hunger.   Rule Number Three: "If you will NOT use your current or past situation as an excuse...   This is a heavy one. You guys like these? These are not normal rules - every one of them has a lesson behind them...   "You are not allowed to use your current or your past situation as an excuse, and when you do, I will help you call you out on your BS."   I need you to understand this one - it's a huge one.   Too many times I've noticed people will be like, "Well, my situations a little different..." No, it freaking isn't. It's different to you, but it's not different than the hardships, or the level of intensity that somebody else is in who is doing it.   "Well, my situation is a little bit different now, I don't have the time." Bull Crap, okay! I don't believe that one EVER! That one drives me nuts.   "I don't have the time." Or "I don't have the money." Yeah? Garbage! Stupid! I don't believe you! Prove it?   Go in, show me a time study of what you're doing in your life? I don't believe you, and I will NOT believe you.   If you ever walk up to a mic and you ask a Q and A like that, "Well, I just don't have time to pull this off." I will publicly make fun of you. That one drives me up the wall. No one's even saying this to me right now, but it's clearly a nerve. That one drives me nuts!   I was in college, fourteen credits baby. Almost getting straight A's every semester. I was in the army - Holy crap, that is a huge time commitment. Married, kids, doing my own funnels on the side, that's where I freaking learned funnels with two to three hours a day. That's all I could squeeze out - that's it.   Those were the most productive, ferocious three hours of my day. I made sure to give my best self.   I'm not talking family, time or things like that. But, every other thing that I had to go do. My best self was given to me learning funnels. I knew it was the way out.   So anyway, you're not allowed to use your current or your past situation as an excuse. Drives me up the wall! Absolutely not. It is a catalyst, NOT a hindrance.   If you do that, then I will help you call you out on your own BS.   What's nice about that is that a second set of eyes can help you better. That's what my role is, to go in and help you see look, you got this belief pattern that I think is really hindering you.   And sometimes we're so close to our thing, I'm the same way. Guys I have spent $75,000 this year on coaching, okay? And it's for that reason. It's so that somebody else can help call me out on the BS I can't even see myself 'cause I'm so freaking close to it. That's the benefit of it.   So sometimes people are like, "Wait, if I don't use my current or past situations as an excuse, you will help me call me out on my own BS? How is that?" I was like "It's actually a blessing." Anyway, that's number three.   Number Four: "If you will NOT make someone else responsible for your results, then I will promise I will NOT do any of this for you."   Now, that one might sound a little weird. Let me just explain that one:   If you will not make someone else responsible for your results - which means you own every success and every failure. Every time you did not do what you were suppose to that day. Does that make sense? I need people to understand this one. You are responsible for everything that happens in your life - even if you actually weren't responsible for it. Even if it wasn't a responsibility of yours to bear.   I can't remember, there was some situation that happened here at our home. Was it my responsibility in the first place? No, but I took responsibility. I was trying to take responsibility for anything: "No, yeah, that's totally my bad." Yeah, oh we had to cancel pictures 'cause it was raining, that wasn't it, but I'm just thinking... "Oh man, that sucks. Yeah, I should have looked at the weather." Wasn't my fault freaking rain came out. But, it's extreme ownership.   There's a good book called Extreme Ownership, it talks about this kind of concept, and if you come in with extreme ownership, I promise to NOT do it for you. That's a huge one.   Most of the time I see a lot of the coaches just so that they can help get results for the individual, they will actually go and start doing the task for the student. And the problem with that is that when the coach leaves, the student has not learned how to go through that mental jog on their own.   So, anyways, Number four, it's actually a big blessing as well.   Number Five: "If you'll be polite to your naysayers, then I agree to make a safe house for you."   I'm not here to belittle people. I'm not here to just shove down, "Man, you suck, you suck." I hate that, that's not my style at all. I'm real. I'm honest, I'm open, but I'm also a safe haven.   And so that's part of what I come to people's relationships with when I start doing coaching for them (or any kind of consulting). I should say coaching/ consulting contract, not just coaching. Anyway...   Okay, naysayers are actually a catalyst for you, NOT a hindrance.   When they come in, they're a natural byproduct of anyone who's actually in motion. Naysayers are a natural byproduct of anybody who's in motion. And so WHEN they come to you... "WHEN," NOT "IF"...   When they come to you, and they start saying things like, "I don't think you can do that. Isn't that risky? Why don't you just get a job?"   I've heard that one a ton: "Why don't you just get a job?"   You just go to them, and you just pat their little heads, and you say "Ah, bless you, my small minded person." And just walk on.   It’s a test when somebody says that to you, and you do not go nuts on them.   I did that, and I made that mistake for a while. At the beginning of this game, too much of my personal value was hindered on what I thought other people thought of me - and that was not correct.   Number Six: "If you will only compare you to you, then I will only compare you to you."   This is a fascinating one.   One of the biggest reasons I see that people fail in any kind of game ever that they go play. Meaning, in business, entrepreneurship or anything, is that they start comparing themselves to somebody else.   Now, you can use the results of an individual to motivate you. But do NOT ever base your self-worth on the results of somebody else.   When you start to do that, you are actually basing your self-worth on a ideals. And the issue with that is that ideals change with every moment. Every blink of the eye, the ideal has changed.   So, it's like pop culture. You can't define what it is to be cool in pop culture, because it changes every single freaking minute. And then when someone says "Well, I'm not cool..."   The problem with it is that there's no way to measure progress because it changes all the time. So there's no way to measure progress.   Instead, if the person just measures themselves against themselves - their history - their past - and where they've come from - it's an accelerant. It's an accelerant and they go nuts. They sprint forward like crazy.   They can look up, they can look up, and they can see, "Oh crap! Check it out. Oh, that's so cool. That guy's done that. I wanna do that." And then they put their head down, and they only compare them to them - and where they were yesterday. That's the only competition you really have. It's YOU against YOU "yesterday."   It's YOU "today" versus YOU "yesterday" - that's the only competition that's really there.     And when you base your sense of self-worth on that rather than where somebody else is, "Oh man," I've noticed that really speeds people along in the process in general.   Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?   Oh oh, wish granted...   Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to the scienceofsellingonline and join now.

Boom, what's goin' on everyone. It's Steve Larsen, and this is Sale Funnel Radio.   Today, I'm gonna teach you guys about my RSVP funnel.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   Alright guys, hey!   Now technically there's not really an RSVP funnel that exists. But what I wanted to do, is I wanna walk you guys through the process that I went through to actually grab all these people who are coming to my event, The OfferMind and actually get them to RSVP, get a ticket, and the process behind it.   So what I decided to do, when we were doing that 30-day book series or the 30-day book launch, alright, (you still can get it 30days.com/stephen)   During a certain amount of time, if you got the book I gave you a free ticket to my OfferMind which is coming up very soon. I'm super excited about all of it, holy crap.   I'm deep in the woods right now doing the 30-day challenge with Russell. It's been fun to see you guys in there, and I really appreciate you guys being inside of that.   But in the midst of everything that's going on I've also been preparing for OfferMind.   Right now we have over 150 people who are coming - which is very, very exciting. So we've been creating this event in the middle of me doing this stuff with Russell and the One Funnel Away Challenge, and it's been a bunch of fun. So anyway, I wanna cut over to a Facebook Live where I showed the strategy behind creating this little RSVP funnel. Basically how I built it; so I draw it out and then actually show the actual pages and kinda go back and forth to the audience a little bit with some questions.   I think it'll be really helpful because this funnel doesn't exist. I'm not funnel hacking an RSVP funnel from somebody else. The game is far more malleable than people might think it is. As soon as you understand the big Lego blocks, as soon as you understand the pieces...   I've always imagined funnel building as like adult Legos. And I can take a piece out. I can move it and put it over there, and as long as these pieces are compatible, boom, I can sink it on and it'll be awesome. I kind of made up a funnel for the purpose that I needed it for and what I wanted to do.   What's kind of unique about this episode is, I wanted to show ya that I do this a lot, but I've never really shown that. I never really realized I've never shown that. So anyways, it's not a sales funnel. This is more of a fulfillment funnel, right. And so, there are still sales that are collected in there, but it's not the purpose of it.   And so I wanna show you guys how I kind of created the funnel for the purpose that I needed something for. So anyway, I think it'll be great, I think it'll be a lot of fun for you to see how I did that. We'll cut on over, I think the first thing in there, I'm being a goofball listening to music but anyway, watch how I draw it out.   First thing I do is a write down exactly what I'm trying to figure out. And then I put pages together to be able to map out a funnel and that's what I built and that's what you'll see.   So anyways, guys thanks so much. If you guys go to OfferMind.com, it is not what you are about to see in this video - since then I’ve changed it into a sales funnel to sell event tickets.   So anyway, guys thanks so much. We'll cut on over there, I hope you enjoy it, bye.   ♪ Bam-Ba-Lam Whoa, Black Betty ♪ ♪ Bam-Ba-Lam Whoa, Black Betty ♪ Alright, we were listening to a different song a second ago and it's the wrong song to go live to, you know what I'm sayin. So anyway, gotta look at the camera over here.   Hey, what's up guys, I'm super excited. I get to actually tell you guys a little bit about The OfferMind and how to make sure you get your ticket. This is good stuff right here.   (Answering FB Comments)“What's up, Amy Farmer, wow, how's it goin?” “Christopher Voss, which by the way, I just opened your package which is absolutely hilarious. Check this thing out everyone, this is hilarious. That thing is huge. It's massive. I have every shape and size I could ever hope for with it too. That's funny. I'm gonna save that. I'm gonna save that and. I don't know I think I might put that in the actual OfferMind room. I guess I'll put it on the doors. We're gonna put it on the doors, Christopher Voss, that's awesome.”   What's up! Okay, I am super excited for this, I was supposed to get this out yesterday. I worked on it the second half of the day, and then my wife came in and started knocking and she was like, “Hey, you're supposed to be at the dentist.” And I was like “Oh, crap!” So I ran to the dentist. The receptionist acted like she had to go check to see if there was space for me and then when the dental hygienist walked around the corner to take me back she was like, “Uh yeah, this is super slow, you coulda walked in at any time.” And basically, the receptionist was being kind of a jerk to my wife. Anyways kind of a funny story, anyway.   Hey, so it didn't get out yesterday. So I just finished it. Now one thing, I just wanna teach you guys somethin' real quick here, okay. Before I actually dive in and show you guys how to get your free ticket. For those of you guys who bought your book through my link. An absolute unanatomical butt ton of you have been reaching out, (that's a technical term), asking if you can buy a ticket and the answer is “No, not right now.”   Let me get my whiteboard. We went and we rented this room, We rented this room that was a 150 person space room and I was like, “This is super cool, I bet we'll have maybe 50, maybe 100 people.” Okay, I sold 375 books. That's a lot of tickets!   I was like, “We gotta double the size of the room.” And then 'cause I know some of you guys are International and you don't want to make the trip over (and I totally get it) I said I'd give you guys the recordings.   (Goes to Whiteboard) Okay, now the funnel that I just built is not in the Funnel Hacker Cookbook. The Funnel Hacker Cookbook is fantastic. This is a fantastic book. It’ll shortcut a lot of the learning time on what funnels work in what scenarios. However, you have to understand that when I say that I build 500 funnels when I worked at ClickFunnels, that's true - but only maybe 100 of those were actual revenue funnels. A lot of them were more what I call fulfillment funnels.   A fulfillment funnel is something that can be used internally. It's kind of like what I just created right now. So when I create a funnel that doesn't exist, there are not many people I can funnel hack. You have to think of this scenario that I'm in right now. I created an event funnel, but it's not actually a standard event funnel. This is the hard part.   Yesterday, I had to think through how to actually design this thing. When you think 'em through, you think through what the main objective is. In this case, I need people to RSVP. That's the main objective. I need people to RSVP because we are negotiating back and forth with the actual event person to extend the actual size of the room. Ya know what I'm sayin'? It's been a bunch of fun. Anyway, it's been a bunch of fun.   It's not necessarily to sell tickets, I just need people to RSVP. Holy crap guys, tons of people have been asking to buy tickets. Lot of people at ClickFunnels. ClickFunnels execs, which is really fun. There might be several surprise ClickFunnels people there which is very, very cool. They've been asking, “Hey maybe I could swing in.” I was like, “Absolutely!” I'm not gonna charge 'em, relationship-wise why would I? I'm just, “Yeah, dude, come on by.” Right, you know what I'm sayin’!   Anyway, there are two things I need to do here…   Some of you guys want extra time with me, so there's the option to do that. On the second night, there's gonna be a private VIP dinner where we can just hang out and network, and you guys can ask any question that you want, little more of an intimate setting - that'll be cool.   There is the, oh, did you guys see, I haven't shown you guys the shirts yet, the Capitalist Pig shirts I went and got created - super stoked for those. So many fun things are going on.   So   two things that I'm trying to get done here. There are two objectives.   #Number one if you got a ticket, if you got the book through my link, I need you to RSVP in general.   #Second thing though, is if you want to upgrade to a VIP, so you can sit close.   (Phone Rings:) “Stupid phone calls, I freakin' hate 'em.” I never answer my phone! Don't ever try and call me, I don't answer for anybody except my wife. Even then she and I Vox.   Anyway, so of course, I'm the offer creation guy. There's a specific offer around becoming a VIP in general. But think about what I'm trying to do with this. The funnel that I'm creating… Good funnels have one objective, that's the reason a funnel works. Each page has its own specific focus. Each page, just one thing.   The thing that makes something turn from a funnel back into a website is when you have multiple exits from a page. A funnel works because it’s a funnel - there's only one way to progress forward. There's only one way to move on.   So what I created was kind of a hybrid between a website and a funnel at the same time. Does that make sense?   So think about this for a second... And this is one of the reasons why so many people whose funnel will not do well...  They will create too many exits inside of their funnels.   Here I have two objectives:   #Number one: I need everybody to come through and RSVP.   #Number two: Then some of you guys, if you want more of my time while you're here, you can upgrade to a VIP ticket. So there needs to be some kind of a breakout.   Does that make sense?   So when I go through this and I'm actually creating and designing something that hasn't existed before, what's I'll do is I'll take elements inside of the Funnel Hacker Cookbook - I helped to write a lot of this, but I don't open this up anymore... but what I'll do is I'll go through and I'll think through, “Okay I need a page to do this... I need a page to do that... I need a page for this…” and I will design and I will make up a funnel as I go. I've done this many times.   So the first page, what I did is I created a page that said, “Hey, check it out, you got two options here. Number one you could just straight up RSVP, or number two you can upgrade to VIP.”   There are two buttons below the video. The first button says, “Hey, Stephen I don't want to upgrade, just give me my RSVP ticket.” I'm like, it's totally fine, understand that you're not going to sit towards the front, that's okay....   When you RSVP through this funnel, I encourage you to RSVP slowly so you can see what I did with this. I did not just slap together a page. This is a full funnel that I've built in the last 36 hours.   So this is the first page, and I built it as a sales page. That means ClickFunnels is not looking for data on it. Does that make sense? If it's opt-in page, and there's not an email form on the page, sometimes that can trip out of the ClickFunnels editor.   So I build it as a sales page because there's no requirement. It's literally a shell. I can put whatever I want in there, and I can direct people wherever I want to. Does that make sense?   So this first page is just a “sales page” page type. It's a sales page.   I'm gonna walk you guys through the actual funnel here in just a second here. So stick with me for just a second.   The next page, here's the VIP upgrade - this is an order form page type. Now that means that ClickFunnels is gonna look for credit card details. It's gonna look for email contacts.   All profiles inside of ClickFunnels are email based. All contacts are email based inside of ClickFunnels. If there's not an email, the contact profile does not exist so I have to make sure that it has those kinds of things in there so it's like, “Sweet.”   Then after that, there's a thank you page, just merely to confirm the fact that the purchase has gone through. It always makes me a little nervous whenever it skips those pages. You can do it without it, but I always like to.   Anyway, right, here is the order confirmation page. And then after that is the RSVP page. So what I did is I said, “Check this out, if you want to upgrade to VIP, all you do is you click here” and it will shoot you straight over to this page right here. You'll just go right over.   If you click this button though, it’ll sidestep the actual payment step and shoot you right over here. When you do upgrade though, there's an email that gets sent out. Again pushes ya right back to the RSVP page. All roads lead to this RSVP form.   And then I was like, you know what, I could use a software like Eventbrite. I could integrate with that. Eventbrite or EventDay, they are great software for events - especially when they get kind of biggish like this one. But instead, let's just use Zapier. So what I did is I set up a Zap so that there are two different Zap inputs.   I'm just telling you guys the structure of how I built this so you can guys can see more of how I pulled it off.   So if this Google Sheets, there's two Sheets that are goin' on. The first Sheet is I need to be able to collect and separate out just those who upgraded to VIP. So there's a Zap, a Zapier. And whenever you upgrade on this page right here, it goes into a specific tab.   There are two different tabs - so it's the same Google Sheet, one tab is the VIP people, and one tab is the standard RSVP people. So one side, upgrades right there. And it shows all the data right there. That's awesome because I am making you guys t-shirts.   I'm making you swag. We're getting lots of crazy cool stuff. I hate crappy swag, I hate cheap swag.   That's one spot. So this one tab inside right here that's just VIP. That's comin' right over here from this upgrade piece.   There's a second tab though. I'll put it on this side of here just so you guys can, so you guys can see better. “All funnel building is with crappy drawings on a whiteboard. And very imperfect boxes.”   The second one though is from this - it's a Wufoo form. Honestly, I didn't need the Wufoo form. I could use something else. I just made it because it's super fast. You can use the standard input fields inside of ClickFunnels, but there are a few things that I really like about Woo-fu. It's so fast, so anyway.   So what I did is as soon as you fill out this RSVP form, and I tell you, “Look, I'm gonna ask your t-shirt size.” That also sends to the same Google Sheet, but just on a different tab. Does that make sense? That way I have gone Google Sheet where I can look up everybody's information, their name, their email, when they bought, what time they bought - meaning the book. Have they been verified? Meaning did I verify the fact that they actually did get a book through my 30-day link, or are they trying to be sneaky and get on in... We're gonna not allow that obviously.   This event is pretty packed already. So anyways, if somebody shows up without a ticket, we can't accept you. You'll get turned away at the door.   But anyway, it's exciting, very very exciting. She's like, “Well I think we can extend the room to maybe like 300.” I was like, “Lady, there are 386 confirmed tickets.” Alright, this is big, right, it's huge. I just barely got Russell's AV team, the same one that sets up the 2 Comma Club Coaching events and the Funnel Hacking Live events - you know like the stage.   Man, when you walk into a stage at an event room, you need to go to a different place. It should transport you mentally to a different state the moment you walk in. I hate crappy event setups.   So if you guys have been listening and paying attention to me at all, I always teach with affiliate cash that's straight affiliate cash. Never take profit from it. I take all affiliate cash and I dump it right into something else so the asset creates an asset.   So this is a lot of cash that this affiliate thing pulled in, which is awesome. It means I can afford to hire the really really expensive extremely nice stage setup, very nice AV, incredible videographers. And this is exactly what I'm goin' for. So I'm excited to have you guys.   So if you are interested in it at all, I'm excited, I'd love to have you guys if you wanna upgrade to VIP. I just want to show you guys how the whole thing works.   So now I'm actually gonna move over to my computer here…   And because we're at Funnel Hackers and I teach you guys how to funnel hack, I did take a piece of paper and tape it to the top of the URL so you don't try and sneak on there ;-)   Shortly, like immediately after this video ends, I'm gonna email all you guys who bought the books through my link. I'll send you guys this RSVP funnel. It's basically an RSVP funnel. It's not necessarily an event funnel, but I have all the details in there. It'll have all the pieces that you guys need. It'll have where it is, the times, the dates. At the bottom, there's always an FAQ section.   Anyway, what I wanna do real quick is let me flip the camera and I'm gonna walk you guys through the actual funnel so you guys can see it.   Now that you saw the layout, now you saw the draw out of it on that whiteboard of what it looks like and what's happening and what's going on. Now you guys actually can see the funnel. Check this out. Alright cool. This is the OfferMind.   You guys like that with a piece of paper on the top? I know you... Because you're like me! ;-)   (Replying to FB Comments) “Alright. What does that weigh? The same as a crap ton? Yeah, an anatomical butt ton is about the same amount as a crap ton. Exactly right, Dan.”   Alright, so this first video is incredible. Anyways super cool. “Discover what offer and sales message your market has been asking to pay you for.” This is a different way to think about this whole game. This stuff I'm gonna share with you guys, no one teaches it. It's not in like, it's not in a book. Someone was asking me like, “Stephen where'd you learn all your stuff for your offer stuff?” I was like, “Well I've coached 18,000 people in the process, built 500 funnels and tons of millionaires have been created because of it.” You see what I'm sayin'? I'll just stand in front of a   anyway. I don't know a book. That's why I'm writing a book.   Anyway, this video is fantastic. I encourage you to watch it. (Video on the 1st page)   Reading The Copy: “Thank you for buying the 30 Days book through my link. You have a limited time to RSVP.”     It's because we need time to get your swag. You have to RSVP by the end of Sunday at midnight or I can't keep your free ticket. You understand? Does that make sense?   Meaning I'm saying, I'll be forced to just send you the recordings. I encourage you to come to the event. There's something about being in a room that has changed my life. I love going to events.   Here's all the details, “who, what, where, when, why, how, where it is.”   Here's those two buttons I'm talkin' about. Look I don't wanna upgrade. You're like, alright. Or you're like hey yeah, I do wanna upgrade. I'll there in a second. What's your gonna get. Of course, I'm gonna make this. I am the Offer Creation guy. It's VIP has its own, anyway. It's got its own offer. What you get:   The private networking dinner with me on the second night. Location, time to be determined. And I'll tell you guys exactly why that is (That's a strategic reason) in the future.   You'll be the first to get the event recordings as well.   The paparazzi wall picture with me.   Guys, there's gonna be like three or four hundred people there. And I want you to be there. I'm really excited to have you, anyway. I'm pumped to have you. If you're VIP though, I can guarantee that we'll be able to take pictures and spend some extra time together.   If you're not, I can't guarantee it. I'm not saying I won't, but it's just a lot, it's a lot of people.   It's only me on stage for two days. I'm used to doing them okay. The FHAT event was three days, pretty much just with me the entire time. I'm not nervous about the energy output - usually, the audience gets tired before I do.   But anyway, to upgrade it's 197. There are only 60 VIP places available. That's how the room is going to be set up. It's not a hoax. There are 60 spots. And anyway, a little bit more on why I'm doing what I am.   And then I've got a whole bunch of testimonials in here.   Now people ask me a lot of times, they're like, “Stephen, what if I'm launching something that I've never done before and I don't have any testimonials.” I get it, have I done an OfferMind before? No, I haven't.   FB COMMENT: “Can I have the link to this funnel?” No, I will email those people who bought the book through my link. They are the ones who are getting this funnel. We're not opening up public purchases for tickets because there's literally no space.   It depends on how many people who bought the book don't RSVP. So that's why you have to RSVP by the end of this Sunday night because every messaging platform is exploding right now,  “Stephen, I didn't buy it, can I still get the ticket? Can I still come to the event, can I still come to the event?”  Like, “No, it's a spacing issue. Literally, it's a fire marshal issue at this point.” It's gonna be super fun, I'm so excited about it.   I'm naturally an introvert. Events for some reason with people like you guys, I get excited about. But anyway, this will be a bunch of fun, so anyways. So no I can't give you the link, I'm not gonna, that's why the paper's there so you can't find the link.   But some people have asked me like, “Stephen, what do you do when when you are selling something that you don't have specific testimonials for?” What you do is you switch the question. And the question is, “What is it like to work with Stephen?” Or “What is it like to learn from him on other courses?” And that, you can get testimonials around.   Check this out. Alright, so these are all videos, each one of these specifically, just super cool...   Hey, I need more women testimonials. Look these are all guys! That's why I put the one up here. She, this is amazing, oh my gosh, the one from Angela, this is absolutely incredible. I kinda have a lot of guys in here which is awesome. Fellas, you're looking great - but the women tend to sell that a little bit more.   FB COMMENT: “No. You're definitely not an introvert!” Not in front of you. In front of everyone else, I definitely am.   Still not convinced? So some of us like to go consume testimonials, not through video. This is awesome. “Highest gratitude, Steve Larsen.”   Check this out, this guy, he went and he got, anyway, this guy did 30 grand his first shot with it.   FB COMMENT: “I found the secret link, Steve. Sorry, but I'll keep the secret, not gonna give it away.” Cool. We're gonna verify everything because it's not fair that people actually did get my the book through my link if someone sneaks in, you know what I mean. So anyway...  HEADLINE: “What Are You Most Excited For?” Then I pulled in other comments people are excited about.   And down at the bottom, I took a page from the lesson and the book of Funnel Hacking Live, and I went and I grabbed both FAQ topics from Funnel Hacking Live to make sure I hit all the topics that they use.   And then all the topics from Dana Derricks, tons of them, you know what I mean.   So anyway, cool. Sweet, so that's it. So that's the first page. So you're gonna come up here, and any one of these like, “Yeah I wanna upgrade” or whatever. Right, it shoots you back up here to the top, one of these.   So you say, “Hey, let me upgrade.” Right if you go, let me go upgrade, it will come right here. And you come in and like the 60 spots available. I'm gonna shut that off afterward.   Any way you fill it out, it's super simple, especially an event funnel guys, it's like the FAQ section is important to have on the bottom of literally every single page. That's a super, super key thing there.   Anyway, here's the next page afterward. “Boom! Welcome to OfferMind VIP.” Now, these are simple pages. The first page is always the hardest one to create. It's the one I spent literally an entire day on. Here's RSVP form, check that out. Yeah, there's the Capitalist Pig shirts!   When you guys show up, I will give you guys the Capitalist Pig shirt which I'm super stoked about it. I went and I got one created. It's actually Russell's designer that got it all set up which is super cool. He designed it and put it all together and I've got the same printer that ClickFunnels uses for their shirts as well which is awesome.   So anyway. It's cool! I bought capitalistpigshirts.com. In the future, I'll sell 'em like out there and stuff and we'll do swag drops and stuff like that. But for right now I'm not gonna be able to do that. And then if you're VIP I'm giving you guys an “It's Monday Baby!” shirt which we're designing right now which look so cool  - so anyway. That's just for VIPs though. Anyways, guys, there's a bunch of other stuff as well…   I just wanted to deep dive real fast, or shallow dive I guess, into what I'm doing on there.   So when you go in and start looking at the page, make sure you look at, I want you to see like what I did.   Does an RSVP funnel exist? Not really, but what I'm trying to say is that this game is far more fluid when you understand the marketing behind what makes things work.   I was very afraid to do anything outside the mold of funnel building when I first started funnels.   Three or four years ago I was like, “Well that's, this page here, didn't exist before. Or over here, this element is different than the one they had. It's not gonna work.” Like “No, No, No, No!” We need to understand what's really happening behind it. This game's far more fluid than you might expect.   Boom! f you're just starting out, you're probably studying a lot. That's good. You're probably geeking out on all the strategies also, right. That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them. 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?   The small groups are on purpose so I can answer your direct questions in person for two straight days. You can hold your spot by going to offermind.com. Again that's offermind.com.

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

Click above to listen in iTunes.. Untold ideas are already dying.... Hey, guys. I am very excited for this episode... I've actually had this episode on my mind for, I don't know, it's been a while. I've had a hard time trying to figure out how to actually present it. I want to walk you through a little bit of, I don't know. About four years ago I decided that I would create, every January 1st, I would go and I would create a video that would basically publicly declare my financial goal for the next year, and it's the scariest thing that I do pretty much every single year. It's interesting what has happened though because of those videos. They're on YouTube. If you go to my YouTube channel, you can check it out. About four years ago, it's me, I'm in the army, I've got a shaved head, and I'm like, gosh, you know what guys, if I could just make an extra $1,000 a month that would change my life. That's where I was. I was like, hey, and here's my plan. That was the video for that year. Then three years ago I was like, "Hey, if I could just do $3,000 a month that would be crazy. Oh my gosh, that would change my life." It's crazy, because what I do then as I go through each one of the months and I say, hey, here's what I did, here's how I did. Then the year before this one, I was like, "hey, I just want to do $30,000 a month". That's excluding salary income, excluding any other income on the side. Just my own stuff. I'm pleased that I hit that several times this last year, which is awesome. I want you to know that that's on the side, working for somebody else more than full-time doing ... Still have a family, two kids, a wife. You know what I mean? This is not meant to be that video, but about four-ish years ago. Let me check actually. About three-ish years ago, I so badly wanted to be able to just start being around other people who shared my common interests. I was in college at the time. It was 2015. It was wrapping up the year, and I just wanted to be around other people. I felt like I was very alone, funny enough, even in my marketing degree, my marketing classes, which I love school for the environment it gave me to learn, but I didn't actually learn that much stuff that I use now, hardly at all, which is true for pretty much any education now. That's fine. I had been following Russell for quite some time at that time, and I knew that Russell was really into things like masterminds, and he had this Inner Circle and stuff like that. Honestly, before Russell, before I ever knew who Russell Brunson was, I thought masterminds ... I'm just going to be open and honest with you. Because I had no other expectations at all, I thought masterminds were a way to get more money from people. I didn't know what they were. I had no idea if there was any kind of value or anything like that. My perception was just that it was a high-ticket experience to hang ... It was a reason to hang out with people who paid you a whole bunch of money to hang out with them. You know what I mean? That's what I thought it was. Then when I saw that Russell was doing masterminds and he came out with his Inner Circle, I was like, huh, that's kind of ... Pre-Russell my attitude towards masterminds was very like, "Meh. You're just trying to take my money," or something like that. You know what I mean? That was my attitude. It's more of a scarcity mentality as well by then. This is like three, four years ago now. A lot's changed since then. After figuring out who Russell was though, and after seeing more of what he was doing with his Inner Circle and more what he was doing with that, it became very apparent to me very quickly that this was not a normal thing, that this was an extremely rare opportunity to learn in some really, really high-speed ways. I was seeing the results that some of these people were coming out and saying like, "Hey, I've got these results, X, Y, and Z." And be like, "Holy crap. That's awesome. You get that from the mastermind?" I had to change my mentality. I had to change the way I was looking at it. I found myself really wanting to go attend one of these masterminds. Granted, they're not all the same. The only thing I knew of Russell at the time was his DotComSecrets X product, DotComSecrets book was out, and I had read that definitely by this time. I believe so, anyway. I really just wanted to learn more from him, and I really, really wanted to get into his Inner Circle. I knew I did not have 25 grand though at the time to be able to do something like that. Fascinating, right? Fascinating experience. Fascinating predicament. I know if you're listening to this podcast right now, you've probably been in the same boat before. You've probably experienced it before, be like, "Hey, I wish I could be a part of this program. I wish I could do this or that." The FAT event and funnel hackathon event, secrets masterclass, 2 Comma Club Coaching, he has few different names for it. That's 15 to 25 grand, and for very, very specific reasons. I understood the reasons. I understood why he was charging that much, but I was in college and I still wanted to be a part of that. One day Russell sent out this email, and in fact I can tell you it was December 14th, 2015 at 5:44 p.m. I remember it. I remember this moment. This was a huge moment for me. I went and I actually found the email. I found the email, and Russell said, "Hey, look, there's 74 out of 100 spots taken. As you probably know, I have a small group of entrepreneurs that I personally coach and I call them my Inner Circle. For the past two years, I've had dozens, and dozens of success stories come from this group, in fact." Anyway, he went through and he started talking about it, saying, "Look, this is a new development. I'm going to say that when we're at 100 spots I'm going to end it." I was devastated. I was so devastated. I remember exactly where I was. I was in the campus basically rec center. There was a pool in that room or in that building. I was standing in the hallway and I was walking down in the stadium steps, the basketball stadium steps. Smell of chlorine from the pool from several rooms over was in the air. It was quiet. I was one of the only ones in that room standing in the middle or almost in the middle of the basketball stadium. It was quiet, and I remember reading this email, and I remember out loud actually saying, "No! No! Crap. No!" I was pissed that he was closing down his Inner Circle at 100 people because I knew I would make it somehow, but I knew I couldn't make it at the speed he was filling it. I just knew that I couldn't make it. I was like, "Oh my gosh. No." I remember I sent a message to my wife, and I was like, "He's closing it down." She didn't really know what it was at the time still, or what I was really doing or what I was into and stuff like that. She said like, "Oh, that's too bad." I was like, "No." I remember at that exact moment though, I mean I was crushed. I was shattered over it. I so bad wanted to be a part of that group. Again, this is December 14th, 2015, three years ago. That's crazy. Is that two years ago? What's the year? What's the year? '16, '17. Wait, this was only four months before I got hired. Holy crap. I thought this was longer ago. That wasn't actually. This is only two years ago. Never mind. It's December 28th right now. This is only two years ago. I remember I was pissed. I was so sad that I wasn't going to be able to be in that group, because he had already been changing my life so much, and I had a successful funnel building agency at the time and I was making money for other people, and I was making money for myself finally. Now that I know more of the timeline of where all this was happening. I remember standing in that room. It was silent, but you know like when you're in a huge room and there's really, really high fans, so you can hear the light hum in the air, and there was a little bit of the smell of the chlorine in the air from the sport unit, from the lap pool that was over. The racketball courts were near, and I could hear them ping ponging around. For the most part it was pretty silent. I was standing there, and it was one of those moments that was just like, "I'm going to get in that group. I don't know how, but I'm going to get in it." I stood right there, as soon as I read Russell's email, and I actually wrote him one back. I just clicked reply. I was right on my phone, and I wrote an email back to him immediately on the spot. This is what I said. I know, because I found it. I said, "Dang it. This just breaks me apart. I'm in college and working to get in, and I'm trying to become your dream client, because I know I'm not yet. Thank you for everything you've given me. I can't express how much you've changed my life, but you don't even know me. I feel like I know you because I've gone through so much of your material for years. You're a blessing to me and my family, and I sincerely thank you for all you've sacrificed and given to make sure others are successful. You're one of my very real inspirations and I thank you, Steven Larsen." Then I put in parentheses: "See you at Funnel Hacking live event. Woo!"   At that time, that's when I was bootstrapping my way to the funnel hacking live event, because I still didn't have any money, so I was exchanging funnels for the event tickets, funnel for the flight, funnels for the hotel nights, and that's how I got there. Which was literally what, like three months later? Then I sent this email over. No one replied. I didn't expect them to, but I kept sending stuff like this. I sent tons of stuff like this, and what was funny, what was interesting is three months later I was at his event. I applied on a Saturday. I think it was a Saturday, because that's when the event was over. I think that's when it was, on a Saturday. I got a call on Monday to come get an interview, so two days later, two days later. The next day, Tuesday, so this is three days after the event was over, I was in Boise doing the interview. Actually, I think it was on Wednesday, so four days later. I was in Boise in the middle of my finals week and I got the job. I was in Russell's office working full-time within, I think, eight days after funnel hacking live 2016 ended, within like eight days. What was crazy is within a month he had his first Inner Circle, not first, but first since I had been there working for him, a mastermind come up for his Inner Circle. Guys, before I recorded this episode I was trying to find the Voxer that Russell sent me inviting me to come to the Inner Circle meetings. I was blown away. I was like, "Are you kidding me? Oh my gosh." I went berserk. I think I almost killed Voxer, which seems like it's dying anyway. I literally spent, because it took so long for everything to load, plus I was reading all of our old conversations over the last two years. Anyway, it took 30 minutes, and I was one month away from going back to where the messages were, where he invited me and then my response. I was going to take those excerpts of him inviting me and then my response back and put them in the episode. Voxer wouldn't load anymore messages. Said there was no more messages left. There was messages left. I think I just broke it. Super-sad, honestly, that I didn't do that. I went nuts though, I went crazy. I got into the mastermind. I was freaking out. I got there early. I sat down. I was like didn't know if I should talk to anybody. I was like, "Oh my gosh. This is Russell's Inner Circle." I was like, "Oh my gosh." I was kind of slinking around the sides of the room, because I didn't feel like I was qualified to be in there. Just four months, five months earlier I was telling Russell how much I wanted to be a part of it, didn't know how I would, and I ended up now working for him in the same room with him. Like crazy. It's ridiculous. The turn of events, that's insane. That's pure insanity how that all worked out. I sat in there, and holy crap, it was fantastic. Everyone was following the same format in this mastermind, and it was better than I thought it would be. Everyone stood up and they shared something amazing. We're not talking about like little tiny tips and tricks. I got almost straight A's in college in my marketing degree, and I was also that kid who was like fighting with the teachers actively and didn't really get along with a lot of the other students in there, because none of them were doing it. They were all freaking studying about it. No one was actually starting businesses. No one had been doing it. I had been doing it for years by the time I got there. You know what I mean? I was that weird kid who was kind of on the side fighting what everyone thought, or was just taking as face-value truth. I was like, "No, that's no. No, and it's not true because of X, Y, and Z." With that backdrop, the stuff that people were just getting up and openly sharing was ridiculous. What I did is I actually opened up Trello while I was in that mastermind, and just sitting on the side listening and taking notes, I mean ferocious notes. I was going back through reading some of these, and I was like, "Holy crap." It's not like some of the stuff was like, "It only works right now. You got to do it now, because the trick is going to end soon." It's like, no, like the stuff that I'm reading that I learned from that mastermind is still stuff that I both teach and use and apply to this day. That was a year and a half ago, which is crazy, which is crazy. I can't believe, I cannot believe that I got to go do that. Then I got invited to the next one, and to the next one, and to the next one. It was like over and over and over, and drinking deeply with that group, just listening, taking notes. Very super-observant, like just writing it all down. It's nuts to me, absolutely nuts to me the amount of personal progress that came to me because of those masterminds. I'm frankly a little bit ashamed that I ever thought something like a mastermind wouldn't be valuable. Then as time progressed and I started getting invited to go speak places and present in different masterminds, several of them, which has been so much fun, and come be a keynote in some masterminds, and things like that. It's been interesting to see how much I've learned to just flat-out adore them, and not even learn to. It's really easy to love them because they're amazing. I'm very anti-meeting. Meetings freak me out. My first perception was that, hey, I'm going to have to go sit in this meeting and it's going to be boring. I'm going to sit there all day. It's like no, like it is fun. They are high-paced. They are high-energy, and if you've never been a part of one, I want you to have that experience. Want you to be able to know that is. Since I'm leaving ClickFunnels, there are two questions that have been popping up very, very frequently. Very frequently. The first one is, "Steven, will you coach me?" That question has been asked to me like crazy. Is there any kind of coaching package? No. Not yet. I'm sure there will be at some point, and when I decide to do that. I'll tell you why I'm not doing it right now, also. For right now, no. I do 30 minute consultations on people's phones before they go launch them. That's fun. That's awesome, but I don't do active coaching yet. Then the second question that people have been asking me like crazy, I finally have a support team, awesome support system, a ticketing system finally. I finally have structure underneath me that I've been building ferociously in the evenings; it's 1:30 in the morning right now, as I am literally in two days going to be unemployed. What would you do if you knew you were going to be out of a job with like four or five months advance notice? Russell and I both knew way before I ever told anybody. You know what I mean? What would you do? You'd do the same thing I'm doing. It's not exactly relaxing. I almost feel like it might have been easier to just have the whole two weeks notice thing, but instead ... Anyway. The second question I get like crazy is, hey Steven, is there any kind of mastermind or event you're going to be doing? The answer to that one is yes, because I am such a proponent of them. I cannot believe how much growth has come to me because of them. There's 100 people in Russell's Inner Circle. That's four different mastermind sessions twice a year. That's eight mastermind sessions per year, and I've got to sit in a huge portion of them and learn like crazy, I mean from ... Just brilliant. Brilliant. Even the ones that aren't Russell's that I've been able to go like, people are like, "Have you really done much? Have you accomplished much?" Sometimes one of the fears people will have, I've noticed, is they'll be like, "Well, I haven't accomplished these great things, therefore I can't attend because there's nothing to contribute." No. That's not how it works at all. This is very much like a huge synergy situation, where you just put multiple minds together who are trying to go towards a common goal, and it is ridiculous. I don't care what kind of background you have. It's fun to watch just different experiences and backgrounds and stories that people bring to a room and go like, "Oh, yeah. Do this, or X, Y, and Z, or this is my feedback for this." The amount of decision making, the time that it takes to make the kinds of decisions that people need to make in order to be successful, the timeline decreases. The clarity of the path that people go down afterwards is amazing. Clarity not just on the marketing, or clarity on the offer, or clarity on this, but how they actually operate and conduct themselves outside of the mastermind in order to get their goal. I wish I could just dive in and start telling you all of them. I am shamed to say that I have not taken notes in every single one of them. I should have. I don't know why I didn't for a lot of them. Some of it was because I was building funnels on the side. Actually, a lot of it was because I was building funnels on the side, so I'd be listening and when there'd be some massive thing, I'd come over and write it down. I've got this huge, massive, Trello column of just huge. On one side it's direct quotes from Russell from all the lessons of me sitting next to him and hearing him as he's talking to other people on those podcasts. The other one has all these ones that he hasn't actually explicitly told me, but I've learned from him, or gleaned from him either in a mastermind or directly from his desk, or whatever it is. I mean it just blows my mind. I couldn't have gone and got a master's degree, even PhD in marketing or internet marketing or whatever it is, and I still would not have learned even a fraction of this stuff. I know that. I know that, because these are the people who are doing it. These are the people who are out actually proving what's actually happening, what's actually working right now. You know what's funny, like I was saying before, of course it matters who all is in the mastermind. Obviously, if you're more experienced, overall it's going to be awesome, even more awesome. Even if you're not crazy-experienced and you have the chance to go to one, you should do it because it's crazy to see how much actually comes from it. Anyway. I feel like I'm saying the same thing over and over again now, and I apologize for doing so. It's just if there was one thing that I could do the rest of my life, if there was one activity that I would go do the rest of my life and never read another book again, and never take another course again, if there was one thing that would replace it all and I would still feel like I would be able to stay on the edge, the peak, the cutting edge place of the markets, whatever I'm trying to do, it would be masterminds. The mastermind would replace. Now, that's personal preference. Obviously, I've quite a bit of experience in the funnel building world, a lot of it. It's true though. I would put down all these books. I've tons of books all around me. Lots of bookshelves, bookcases and stuff. I love them and they're awesome. It's gold, amazing stuff. The one thing in my mind that has actual potential to replace the huge amount of knowledge in books that's sitting around me or on courses, or whatever it is, is masterminds. It's masterminds. For whatever reason that kind of synergy that comes from people who are truly trying to dive into and dump amazing information in and get amazing things back out, I mean it's amazing what happens. There's this really interesting study that happened actually, and I'll end this episode soon, because I know I've been going for a bit here. There's a really interesting study that happened, I heard the results from anyways, where some people went through and they watched those who contributed the most. Here was the rule. This is what they found out. Those who contribute the most in masterminds, those who contribute the most in masterminds almost always are also the top earners in the room. That wouldn't shock you. That wouldn't shock you at all. Think about that. When you get into a mastermind, and you see people who are just giving and giving and giving and giving and giving and giving, it is very much the antithesis of what most people treat wealth creation and secrets and, "I got to keep all my products to myself, and no one's going to know what they are. If I say anything, someone's going to steal it." It doesn't really happen that way. Guys, I tell you everything that I do and there's maybe like one or two people who have attempted and kind of done the stuff that I say, kind of done. Why? It's because I'm a different person with a different background, different frame of mind. Even if they did take the same idea and they did try and go, they still would execute it differently than I did. Ideas when they are shared grow. Ideas when they are shared actually turn into better ideas. You get up, and you stand up, and you actually start sharing all of your best stuff with the room, and you'll be shocked, shocked, completely floored, completely floored at what ends up happening to your idea, things you would never, ever, ever have thought of or it would have taken you a very long time to think of. Time is money. Anyways, I have a mastermind. It's not necessarily a Steve Larsen mastermind yet. I am having fun partnering with a lot of my friends at the moment, but no matter what, you can always find whatever mastermind I'm doing or running or pulling off, or whatever, at SteveJLarsen.com, and just click mastermind up at the top. It's in the top header. Click mastermind up at the top, and you'll be able to go to whatever mastermind is currently going on that I'm doing. Would love to have you guys. There are different prices, different price points, different things that you can go check out, whatever it is. I just got to bring up one other thing, one other thing. As I've been preparing to leave my job, as I've been preparing to leave ClickFunnels, I've surrounded myself with a lot of coaches, just to make sure that I keep the edge. One of the pieces of feedback that I've received is actually from Mandy Keene who's actually the Inner Circle coach who's amazing and has totally changed my life in ways that I still have a hard time expressing to her. I'm very thankful for her. What she taught me and actually what Russell personally taught me also, he and I were chatting and we were talking, and we were talking about the purpose of Inner Circle and the purpose of masterminds. Mandy separately was also talking about this, also. Russell has his own mastermind for many purposes. One of them is so that he can stay up to date with all the other industries and what's going on and all those things, so he knows how funnels will work in those different areas, things like that. That totally makes sense. The money, yeah, I mean the money's nice, but that's not really the real, real reason. The real, real reason is to keep him sharp. Then he'll attend these extremely high-ticket masterminds, these 100K masterminds in order to attend. $100,000 just to go to the mastermind, with these extremely high, A players. You can imagine the kind of goodies that go into there. The only thing I'm bringing this up for is so that you understand that if you're not collaborating actively and you're not actively your ideas, the idea is already on the way to dying. In my opinion, going to masterminds and being active in them and contributing your face off, it's one of the fastest, best accelerants I have ever, ever, ever seen, or ever witness ever. I think I could say ever a few more times. Ever, ever, ever, ever... It's because of all those things, not just the personal growth of the person explodes. Obviously the business does. The connections do. Hey, I know a guy who can hook you up with X, Y, and Z over here. The connections in the room, the ideas in the room for both your offer, or the marketing message, or the litmus test of the people who are sitting in there. People who are offering their connections. People are offering things that they've taken time and money to build on their own in order to contribute because they all understand the law. The law is if you give the ideas away, yours explode and expand in ways you could have never done on your own. People know that when they're regular, habitual mastermind attenders. I invite you to come. If it's not mine, I don't care. Choose one. I would love it if you came to mine, but my gosh, choose. Just attend. Go to one. You will be shocked by what happens. If you're like, "I don't know which ones exist out there." Just start looking around or come to mine, or go to someone's. I guarantee if you go to Google and start looking around, or any guru, gosh, just start asking around, and you'll find one. Anyway, hey, so if you want to do whatever one I'm currently running or putting on or about to go to or whatever it is, I'm just going to be putting at SteveJLarsen.com, and you can click mastermind up on the top. The next one is actually here in just a few weeks, which I'm very excited about. Anyways, guys, appreciate it. Go collaborate like crazy. Share, share, share, and give your ideas away, and you'll be shocked at how much, A, they grow but B, no one steals them, because no one can truly replicate you. Anyway, talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnels for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.

Hey what's up guys, I just wanted to reach out real quick and kind of actually follow up on something that I've talked about recently in an earlier podcast. I can't believe I'm on episode 42 or something that like. Time's hauling, and I can't believe how much has already been done. This podcast has only been up for ... I don't even know. Two or three months and there's already 8,000 downloads, which is crazy so thank you to all of you guys that are out there, to everyone who's listening. I know that you guys are all ... just so you know, there's a lot of others that are also listening besides you. Lots of people reaching back out, lots of people asking questions. Been a lot of fun, really enjoyed it. If you do have a question you want me to answer on the podcast, I actually really like doing that it's actually a lot of fun. Just go to Secret MLM Hacks Radio.com. It'll have the opt in, but on the second page there there's actually a green button you can click and you can record a question to me straight off of your browser. I'll take that question, your voice straight. I'll put it right in to the actual podcast itself and go ahead and answer, which is kinda fun. Anyway, hey a lot of you guys know that I was a door to door salesman, I was a telemarketer, I did a lot of sales you know. There's this interesting phenomemon that happens when you're in sales. It's kind of funny because there's a huge thrill, right with making the sale but what's funny is that there's some aspects of it that get a little bit monotonous and boring. I had to become patient, I had to learn to be even more patient. For example, let's say I was talking to somebody on the phone and I was selling B2B. I was selling software to business owners. What I would do is I would practice getting passed the gate keeper, you know. Which was usually the receptionist or the assistant. They'd be the first one to answer the phone and I had to convince them to hand the phone to their boss so I was pitching the right person. That was you know, a bit of a piece of art itself but just like in door to door sales, the exact same thing would happen. Within the first three weeks of any sales job I ever had, I felt like I knew every single objection that I would ever hear again ever. Because the receptionists or the assistant would hand the phone to the boss, and I'd start talking and I would start selling and I would start doing well, and then they would ask a question that the previous guy had asked you know cause it was a logical question. Well, how much is it? Well, is there a contract? Well, do I need to hire more staff for it? You know, stuff like that. These questions happened over and over and over and over. They repeated, right. They repeated over and over and over and over. This was true for door to door sales, true obviously for you know, for telemarketing. It's true for anything. True for any sales involved, including MLM sales. Now, I guarantee if you think back ... there's probably two different types of people who are listening to this podcast right now. Type one, you might be the kind of person who's brand new in MLM and you haven't talked to that many people yet so you're not sure what those patterns are. You're not sure what those patterns of objection are, right. Where you're starting to see hey, everyone's asking one of these three questions every time I bring it up. You know what I mean? Then the second kind of person is the person who does know that. Where you've been in it long enough and maybe you have, maybe you haven't but you know, you notice what those objections are over and over and over and over and over. Here's kind of my challenge to you, is to go and figure out how to effectively resolve that concern. Every one of them. In fact I would write it out. I've actually done that. I've got a huge list of them on my whiteboards here, of different beliefs that people have about the MLM industry. What I did is I went through and I figured out how to answer each one of those questions, then I put a close immediately afterwards just like you would in any kind of sales environment. What's funny about that is you resolve the concern and immediately go back to the close again, but it could be a soft close. We're not talking hard closing somebody or making them feel uncomfortable or whatever but what I encourage you to do ... this is a neat step of duplication by the way ... is if you know what the top three or even ten objections are, it's nice as the sales guy to get to those before they do. Okay, so that they feel like there's no more ammo left for them to fight against you. Okay. Again, I'm not talking about being a hunter here where you track and trap and you trick somebody in to joining your down line, but in any environment where there's a sale or transaction happening someone is going to have to convince somebody else that their beliefs are wrong and they need to get new beliefs which means come join your down line. You know what I mean? That's true for any kind of sales environment. Here's what I recommend you do and this is what I've been doing too, is that as I've given the same presentation over and over and over and over and over and you know, I see what those patterns are, I'm literally creating my own presentation from just me, just my own head. I'm creating my own presentation that does the presentation, but also resolves all of the top concerns that I see. Okay, that I'm constantly seeing. That way when somebody says hey, you know what ... you know, last episode I talked about ... I think it was last episode, I talked about lead-gen and how to create good lead-gen. Maybe that was two episodes ago, I can't remember but good lead-gen right. How to actually get people to become attracted to you, right. Let's say someone comes over to you now and they're like oh my gosh, what are you doing that's so cool. I love that you're doing a down line, could we chat or is there a call or is there something like that that I can get more information on? This is a very easy, very natural place for you to start handing out the link to your own presentation. You're giving that presentation and resolving the major concerns and continually afterwards just closing them and being assumptive about it saying hey, well you know do you want to you know, do you want to join? Is there ... you know what I mean? Whatever your closes are. This very, very easy way to do that. What I've been doing lately, is I'm actually putting together an auto closing funnel. [inaudible 00:07:07] a lot of internet sales funnels, basically just a series of webpages that are tied together, but there's a lot of automation behind them. On the first page, they go through and they can register to go and actually check out yesterdays replay of the presentation. You know, or they can schedule a future one as well. Well, what I'm doing is I'm just writing a webinar script for ... you know, there's a lot of ways to do it and it's one of the major things I teach. I'm what's called a 2 Comma Club Coach. 2 commas meet at a million dollars and helps create the program with Russell Brunson and ClickFunnels but it's 2 Comma Club Coaching meaning you know, the purpose of the program is for me to take you from zero to a million dollars. What we do though, is a lot of webinars. A lot of webinars. They teach a lot of webinars to people. There's a lot of ways to do it, there's a ton of ways to screw it up. There's a lot of ways to do it right, or I should say there's fewer ways to do it right just like anything in life. A lot of ways to screw things up, you got to do it the right way though. But what I do though, is I basically write pretty much a webinar funnel, addressing all the major concerns and pitching them at the same time so that the only conversation I really need to have with that individual is any last minute questions before they join so that I'm not redoing the presentation every single time. I don't know about you, I need more variety in my life than that. Oh my gosh, there's been times where I've done the presentation every night like boom, boom, boom, boom, boom, boom. It's fine and I get it, you know it's good. I mean it works, I'm recruiting like crazy and it's awesome but I mean I want my evenings. You know what I mean? What I've been doing is I've been putting together a ... going through those top three objections again so that the presentation is there, all the same things that I need to have are in there. It's not done yet and I'll update you guys when it is done but that's what I've been building and putting together lately so that I get replicated again. You know what's cool about that? How powerful of an asset is that for everyone else in my down line? I just started thinking about that for years. You start thinking about all the people in your down line, start thinking about what it is that you actually offer and teach and do and you know, start thinking through what could I create to help duplicate my time? Okay. Again, it's not to remove the human element. I wouldn't try to do that. Don't remove the human element, you know it's not like they're going to join your MLM and never talk to you. Of course you're going to have to talk to them, but you'll be able to sift out you know, just to the great people. People that are going to be amazing, the people that are dying to be a part of your thing. You've already resolved the major concerns, you know. Or at least addressed them, or at least let them know that you know that those are major concerns. Anyway, I hope that you're seeing what I'm talking about with this. It was funny, I had to practice a lot of patients on the doors when I was a door to door sales guy or as a telemarketer because I could already tell ... I know that you guys are all the same way too ... I could tell what question they were going to ask before they asked it, you know. If you don't know what those things are yet, you are not selling hard enough frankly. Go start selling harder. Start trying to figure out what it is that people actually want to join and do and be a part of and ask those questions. When someone doesn't join, that's fine. You can still get data from them. Go to them and say look, I'm not offended that you didn't join, that's totally okay. What I just want to know is, why so I can improve it in the future. I have done that so many times to people. What's funny is that there's actually been a lot of times I've said that very phrase to people, and they'll come back and actually join the down line because I went through those things with them and I didn't realize that there were three other things that I wasn't thinking of and they needed more clarity on or something like that. Anyway, that's all I'm trying to say with this, is start thinking through what you can do to automate the presentation. You're MLM might already have automated presentation stuff, that's great. If they already have automated presentation things, or they've given you videos which most of them probably have. You know, if they've got all that kind of stuff already for you, that's fine but guess what? They still have a huge knee jerk reaction objections to what it is they just watched. Figure out what those are. Maybe that's where you create your follow up piece and you actually send it to them afterwards. Hey, watch this. As soon as you do, now watch this. It'll go through and show your ... man, I've closed so many more people by being real and being myself after the President gets off ... you know, the President of the MLM gets off with me pitching to my friends or family or just awesome people or something like that. You know what I mean? I've closed a lot more people just afterwards, just chit chatting it up talking about those different things. Way more than when it's just me and the President. Anyway, anyway. I'm super thankful for this community guys, I just want you to know that. This very rare community I feel like there's not many MLM communities on the internet where I feel like you know ... We're actually involved with each other a little bit. I appreciate the involvement, I appreciate the feedback from you to these episodes. I appreciate each one of you guys taking the time to listen and I hope that it's being helpful. I really want this to be helpful to you. I want this to actually solve real issues and hopefully spark your mind on what you can be doing to get your MLM to the next level. To get you to the next rank, to get your team to the next rank, to get more you know down line volume in your sales and such. I haven't even talked that much about product sales yet, I am so excited to do so. I am very versed in that as far as you know, selling on the internet and things but I will definitely go through that probably here shortly as well. In fact I should go write that on my whiteboards here, but anyway, appreciate it. You guys are all awesome and I am very passionate about trying to fix the MLM industry. I believe that it is a little bit broken out of the box right now. When you get it, it's very similar products with extremely old tactics that are just incredibly annoying because things have evolved, technology. A lot of the tactics you know, shouldn't be using the same ones. We certainly aren't using Civil War strategies in the army anymore, you know what I mean? It's okay to evolve but a lot of times people just don't know what to do or they don't have any kind of guidance on it, or frankly ... I buy a lot of books, you know so I can see what other MLMers and other MLM leaders in the industry are doing. There's really only like one or two MLMers out there that I kind of know of that are kind of doing something similar to Secret MLM Hacks Radio. I'm not patting my own back you guys, I just want you to know that I'm very passionate about it because I see that there is a serious need for the kind of stuff that this goes through, and I love your questions. I love the involvement back and forth and I'm very, very thankful and humbled at what this has become in just a very short two or three months. Anyways, you guys are all awesome and I just ... anyway. I appreciate it. Let me know if there's anything else extra I can be doing for you, or that would add value to this or whatever. Excited for the launch of Secret MLM Hacks, January 4th. That's it guys and I'll talk to you later. Bye. Hey. Thanks for listening, please remember to subscribe and leave feedback for me. Do you have a question you want answered live on the show? Go to Secret MLM Hacks Radio.com to submit your question and download your free MLM Masters Pack.

  Here's a look at some of my favorite selling methods AND how I'm using them in my funnels. What's going on everyone? This is Steve Larsen and you are listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. Hey, hope you guys are doing good. The last little bit here's been a little bit busy, we've had 4th of July, we had a bunch of family over. We went and bought a ton of fireworks. We blew a whole bunch of stuff up, and it reminded me a lot of my childhood. We used to take them all apart and make our own fireworks. It was not safe, but it was a lot of fun. I had a lot of fun with family over, and it's just been busy. There was a lot of people here just enjoying the house, enjoying the place we just moved into, and it's just been great. It's been a good experience the last little bit. I just literally have not had the time to podcast. It's 11:30 at night right now, and I just decided I should probably push one back out there. I wanted to show you guys something really cool that has been on my mind the last little bit. This will probably be a quick episode, but I just wanted to share with you this really cool epiphany that I've been having about "The Perfect Webinar Script." Now if you don't know what I'm talking about, "The Perfect Webinar Script" is the script that Russell Brunson has put together to help basically sell anything. Now it's perfect webinar script, but we've often mentioned how much we wish that it wasn't called "The Perfect Webinar Script" because it can be used for any kind of sales; whether you're doing stage presentation, whether you're doing any kind of obviously webinar, of course, video. Honestly guys, I use "The Perfect Webinar Script" on you guys, on this podcast, almost every single episode. You probably just don't know that's what I'm doing... I always come up with a story, and the story is structured similar or the same way. Usually there's a wall, my back is up against a wall, there's inner and external desires, there's conflict along the way. As I go toward the main thing I think I want, there's this side transformation that happens. You know what I mean? We go through the hero's journey, and I don't always hit them all perfectly every single time. If I was crafting an actual sales message I would, but I use that as a guideline for anything. You can use "The Perfect Webinar Script" for any kind of communication with any of your people at any time. What's really been fun is a lot of you guys know that I'm the coach for the "2 Comma Club Coaching Program" of Russell's, and it's been a lot of fun. Every Friday I'll get on and typically there's anywhere from 30 to 70 people on the phone calls, a big range back and forth, but 30 to 70 people. I'm there for about four hours, four solid hours and I've done that for probably four months now. Each week on Fridays for about four months now and it's been way, way past 40 hours of me and our little sound recording booth right next to where Russell's office is, and it's really awesome. I go sit over there and it's funny, there's always an air conditioning vent right above my head, it doesn't stop, and it's way too powerful for the little tiny room, so I'm always numb by the end of the four hours, but it's a lot of fun, I really enjoy it. There's a bunch of people that get on and what happens is they'll come submit all their questions, "Hey, how does this work here? Should I use this script? Is my funnel set up correctly here? Is it this, this, this, this?" There's tons of questions that I get. Hundreds that we've gone back and indexed... Over the last, especially the last about six weeks, through this last group that's just gone through it, there's been this realization that I've been having more and more and more. You might look at this and might go, "Okay, Stephen duh, like, I get it. That make sense. How come you didn't see that, Steve, okay?" But for me, I just barely saw this... It takes me back to when I was doing door to door sales. I know I reference that a lot, but it really was a massive boot camp, so to speak, on how to sell, how to approach people and how to handle objections. Obviously you've got to do that in a sales funnel, this is Sales Funnel Radio. I remember there was a guy that brought me to the side once, and he said, "Stephen, look," and he was actually the guy that recruited me into the company to go sell for them for that summer. He brought me to the side, and he goes, "Look, Stephen, here's the big secret. People already know whether or not they want the thing, whatever you're selling. They already have made the decision. You don't need to convince them to have the product, yes, or no. What you're trying to do is you're trying to help them come to a logical conclusion, so they can close themselves. That's it. That's the whole thing. That's the whole secret. You are not there to create desire. You can amplify desire... You can take someone's desire and you can blow it up, or you can poke at it a little bit and say, 'Remember, here's desire. Remember you do want this, remember, see,' then you start logically closing them, 'Hey, you should get it now because the price is going to go up,' or, 'You should get it now because you know what,' well, some pest control, 'We're spraying the neighbors so since we're here,' and you start logically showing them how that fits. How the decision to actually buy your product works." He's like, "That's the big secret, man." When I was speaking at Dan Henry's event at AdCON in Florida, he actually had a whole speech about that very thing. That very, very same thing. I still remember the story, it was really, really cool. It was all about the same time. This whole thing started forming in my mind, like, "Oh, my gosh. Here's a connection, here's a connection, here's a connection. Wow! That works!" Looks like we've been doing that all along, and I didn't even know it. What was cool was Dan Henry stood up, and he starts telling a story about when he was, I hope he's okay to tell me this, I'm sure he is ... Had a great interview with him, by the way, on this podcast go back and listen to it if you want to. He told a story about when, I think he was selling Dish or TV services or something like that, and he was the top salesman in Dish; they'd sell two, three, four services a day and he would do 17, insane amounts. These are sales funnels. Please try and think how you can use this inside of sales funnels. It's been really helpful, it's actually simplified the sales process for me a lot. Just work with me for just a second here. Stick with me. What he would do is he would stand up and go to these big conventions, and he would basically, as people would walk up to him, and they'd walk by the booth that they had set up there, people would walk by the booth and all he would do is he would stand up and go, "Hey, did you forget to sign up for Dish?" and they'd go, "What?" and he'd go, "Get out of here," and he'd wait for the next person, "Hey, did you forget to sign up for Dish?" They'd be like, "What? No, no." He'd be like, "Okay, okay, nevermind, get out of here." He just kept saying that over and over again, "Hey, did you forget to sign up for Dish?" "You know what, I did and ..." and he would go, "Oh, hey, it's fine. We got a form right here. You'll have it done in two minutes. While you're here it's super easy, and we got some cool thing. Just do it right now," and he'd hand them a piece of paper. He'd hand them the form with the pen right there. Did he try and convince them? No. But he would do that literally every single day for every single person and go, "Hey, did you forget to sign up for Dish?" "Did you forget to sign up for Dish" He just kept asking that over and over and over again. He said, "Guys, it's the reason I don't split test my ads, I split test my audiences. I keep my ad so targeted that the right person who hears that will be the easiest lay down sale." He's going and he's grabbing the low hanging fruit that a lot of times we'll go and overthink. That was one of the first things. You take what he was saying about keeping the message in such a way that you're just tapping into desire that already exists. People already want to buy. They already want to buy. They always are ready to want to buy. Buying is such an emotional thing. We get this dopamine release, we love to buy stuff. We actually physically get somewhat of a high from when we buy stuff. We all want to feel that. We don't want to feel sold because we feel taken, we feel cheated, we feel cheap, but we do want to go buy. We want to make that decision on our own and come to that conclusion on our own. The way we do that is we start to logically close people and hopefully the message resonates with people who've already decided whether or not to buy it. Think about that. Then you think about what the other guy was saying with door-to-door sales. "Look, man, they already have made the decision. They already know. All you're doing is you're trying to help them see why it's a good decision to do it now. Do it right now. Take action now. There's no time line. Nobody's ever going to do anything." Then you mix that with what Dan Henry was saying at his event, and it just amplifies that. Taking the same message and just pounding it over and over and over and that's how he would get ... I think he got to go meet the VP of Dish and all this stuff because he blew away so many records with that kind of thing. Coming back to the "2 Comma Club Coaching," the last little bit, we've been focusing heavily on webinars. How to create a million dollar webinar. That's part of what my job is I go and help them tweak the message, tweak the funnel, put all the stuff together, launch the thing. What happened? How do we fix it? Sitting where I am, it's a cool experience to go back and forth with them and do that. That's what the "2 Comma Club Coaching" is. There's a ton of other stuff but that's what the Q&A section is. One of the reoccurring things that I've noticed over and over again with the way people write their pitches, or the way the people will write scripts. This is true for webinars, it's true for trip wire funnels, it's true for back end funnels where the really high ticket things versus low ticket, anything at all. Someone sent a funnel to me that said, "Hey, Stephen, check this out." I went and I checked it out and on the copy, the actual sales copy itself, was a whole lot of logical reasons. There was nothing else on there but a whole bunch of logical reasons why I should buy the thing. A lot of people write copy that way. A lot of newbs... A lot of people who don't know how to write copy or people who don't know how to write any kind of sales messaging or have never done sales at all before. A lot of them will handle sales that way. They'll get straight into the logic of it. The problem when you do that is that you haven't tapped into the emotional side. This is where Russell helps and bridges the gap like crazy. Especially with "The Perfect Webinar Script." He says, "Guys, look. Buying is an emotional experience. First, we've got to appeal to the emotions. Let's load up the front end of this pitch with a ton of stories." That's what "The Perfect Webinar Script" is. What Russell teaches and what "The Perfect Webinar Script" ... It's so funny, when I spoke at Dan Henry's event, I used "The Perfect Webinar Script." There wasn't a pitch at the end. When I spoke at LCT, there wasn't a pitch at the end, but it was "The Perfect Webinar Script." Teaching and breaking and rebuilding belief patterns in general works for anything. Any kind of content and communication that you put out there. The huge realization that I had recently about it is that when you ... There's a great book I'd recommend out there called "Pitch Anything." I don't remember the author but the book, "Pitch Anything" also illustrates a huge part of what I'm trying to say right here. When you think about the sales process, and I walk up to someone at their door, and I knock on the door and what's the first thing they're thinking inside their house? "Wait a second. Who the heck is at my door? Should I be worried? Should I be nervous? Is there someone out there? Is there a killer? Is there a robber? Is someone going to come in and take from me? Is it the tax guy? Should I run?" You know what I mean. There's tons of question and red flags that get raised in someone's head when they're not expecting someone to come to the door. They come to the door and what's the first thing? If I stand up and go, "What's up, man? I got this thing and this, this, this," and logical close, logical close, logical close. The very first thing that person's going to do is they're going to start backing up. They're going to go, "Let me put as many walls up. How can I get rid of this guy? There's something on the stove. My wife's calling me. Not interested at this time." They'll just shut the door, shut the door, shut the door. That sucks but it happens in any kind of sale, even if they wanted it. What the book, "Pitch Anything" goes through is it talks about and says, "Hey look, literally every single one of us has got these instincts on survival that have to be met before any kind of buying decision can be made." These are things that have been part of all humanity in our brains for millions of years, they make up the brain. As soon as the sale starts, actually not even the sale, as soon as I approach anybody, the very first things that are going through their head are, "Is this going to hurt me? Is this going to ... Should I run? Should I fight? Can I eat it? Can I mate with it?" You know what I mean? It's all the primal instincts that are just meant to keep me alive and there's all this subconscious decisions that are starting to fly through my head. I don't even know that I'm making those, but I do that every single time. Really fast, quick judgements on whether or not I should fight, flee, eat. You know what I mean? Anytime I meet anyone, any new situation in general, we're constantly accessing through what the book, "Pitch Anything" calls the croc brain. We got to get through the croc brain. As soon as we help someone come down with all those different red flags, and we help them pull down the walls and pull down the barriers, they have to do that. I can't do that... If I try and do that it will feel like an infringement, and they will back up. But if I can help them convince themselves that everything's safe, everything's fine, this is new, it's exciting, there's novelty here. If it's boring, that's another wall. It can't be boring, that's another wall, run away. But if it's new, it's novelty, but it's not so new that it's scary, it's out on the fringes then, "Hey, who's this guy at my door?" What Russell then teaches is that, a bridge from the book, "Pitch Anything" to "The Perfect Webinar Script" is why don't we tell some stories? The person I'm talking to might have some false beliefs. They may want the product but have a few questions. I'm going to figure out what these people actually need, and I'm going to go answer that actual question. I'm sorry, I'm diving deep a little bit into a few different concepts here, and I hope that this is making sense. I've talked for 14 minutes. I said this is going to be a fast episode. I hope this is making sense. I hope really this is helpful because a lot of the sales funnels that are being sent to me, honestly, an overwhelming amount of them I just can't look at them, but a lot of them what's actually happening I've noticed is that everybody ... You cannot make a sale by only going logical. Even when people think, "Hey, I'm an engineer. Hey, I'm a software guy. Hey, I'm an architect. Hey, I'm a ..." Like the brainiacs of the world when they're self-proclaimed brainiacs of the world, even it they think that they need to be closed logically, they still have got to be closed emotionally. Everybody makes the decision emotionally to buy first. Well, guess what? That happens before what Russell calls "The Stack." Before you actually get into the price, before you actually get into what the offer is, before you actually start asking for somebody's money, they have already decided if they want the product. The price is almost irrelevant... The price is almost always irrelevant. It's almost always a matter of whether or not you broke and rebuilt that person's belief patterns to accept your message. To accept the fact that the product does fit their life. If you have rebuilt their belief patterns that strongly, by the time you get to what Russell calls "The Stack," and if you don't know what I'm talking about go to perfectwebinarsecrets.com or join twocommaclubcoaching.com and you'll run through that and you'll see. Hey, look first we're going to focus on false beliefs then, then ... Just so you know, Russell, when he does his perfect webinars, he doesn't start the actual logical closing phase until about an hour into the actual webinar. An hour. A whole hour. Crazy, ridiculous, that's amazing. A whole hour... The first hour is spent on breaking and rebuilding belief patterns. The first hour. Then only 20, 30 minutes is spent on the logical part of it. But that's not how most of us sell. Most of us think we got to get out there, and we got to start logically closing people. It's completely 180, it's totally the opposite. We'll start logically closing, "Well, it's on sale. Well, you know what, since you're here. Well, you know what, why don't we have you come over and just try it on?" You know what I mean? It's all these logical closes, "Well, it has these features. Well, it's better than that other competitor. It's better than that other competitor. We have this, this and this." He's like "Oh, well I didn't even know that was an option so thank you for telling me about your competition." Hopefully, this is starting to make sense, what I'm saying. There's really three major phases of the sale. Three major phases. Now this is what I found, this is what I've used. There's three major phases. Number one, you've got to get past their immediate knee-jerk reaction subconscious croc brain. Number one, you've got to get past the croc brain. You got to get past all of the ancient parts of the brain that just keep us alive. You got to get past that. Part of that, I said, is meaning you can't just be boring. That's another wall. It's still got to be new... It's still got to be novelty. It's still got to be things that are interesting. Number one, you got to get past the knee-jerk gatekeeper of our brains. Number two, break and rebuild belief patterns using story. The belief patterns, the false beliefs that they most likely have, you're making stories that directly go against what their false beliefs are, so you can break and rebuild the belief patterns. Number three, that's when you start doing the logical closes, and it's typically the shortest phase. I hope that helped. I hope that made sense to you. That was probably the most technobabble I've ever said on a podcast ever, and I'm so sorry. I hope that it made sense what I was trying to say. Back to door-to-door sales. When I started learning more about the product that I was selling at door-to-door sales, my sales plummeted, they plummeted. It's because I started logically closing people. That was it. I got really good at getting past that gatekeeper, that part of the brain. I got really good at getting past all those, the knee-jerk reactions, keep us safe, croc brain. But I was not at all, at all, spending any effort at all in breaking and rebuilding belief patterns. When they would ask me, I would barf fact all over them, all over them. I would barf so much fact all over them they would end up closing the door just to get me to shut up. Man, it sucked so bad because I was selling like hotcakes until I started learning about our product. I think it's such a key lesson with that. That's all I wanted to share with you guys. These are the three phases of the sale and it's, honestly, one of the major reasons why we have sales funnels. Number one, what are you going to do, we got to break ... This guy's actually here to help me. We give them a free thing at the very first part. We're starting to bring down those walls. Number two, let's go with star story solution scripts. Let's bring in a character. Let's bring in a cool story. Let's go talk about a problem and a cool solution. That kind of script works really well as usually an up sale after they've already made the first commitment. Then we start logically closing them. You know what I mean? It doesn't work out perfectly that way, but all I'm saying is when we go out, and we start to logically close people, it is the easiest way to just lose the sale off the bat. Of all three of those phases, in my opinion, number two is the most important. Number two is the most important. Number one we usually take care of subconsciously, we don't even realize we're doing it most, of us, if we're socially adequate people. That's all I've got for you guys, three phases. First, get the walls down then epiphany, working on breaking and rebuilding belief patterns, and the third part is the logical close. That's "The Stack." Guys hopefully that is helpful, and I'll see you guys in the next one. I'm excited for you guys to go implement stuff. Please, honestly, let me know if that helps. Usually I don't do this form of podcast. I usually go into a little bit more, this is a different kind of style. I should say it that way. I would love to know whether or not this actually was awesome and this helped. That's how I look at the sales, that's how I look at the phases. It's not always perfect but that guideline right there, knowing that those are the steps that the individual needs to go through, super helpful. Totally changed the way I sell and definitely has helped me online a lot. All right guys. Talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your prebuilt sales funnel today.