Podcasts about fhat

Play Episode Listen Later Dec 15, 2021 37:28

In this second installment of this special interview, Russell and Josh go super deep on ‘the master story' and the attractive character…and what happens when you have tons of followers and NO ONE buys! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. So, today's episode is probably from most of my conversations with Josh, might have been one of my favorites. It was really, really fun. We started talking about expert secrets and storytelling and how they work, and attractive character profiles, which one you should be using, and how they work, and can you change them? And then also he started going into his concept of the master story, which is something I talk about in Perfect Webinar, but he goes really, really deep in it. And anyway, we geeked out. This was a really fun episode. I hope you enjoy it. With that said, let me cue up the theme song. When we get back, you'll have a chance to listen to this exciting conversation with me and Josh talking about story and attractive character, and a bunch of other really cool things. JoshForti: I got to ask this. Are you not on Twitter? Like I see you on Twitter a lot, and I see you posting stuff on Twitter. But is it not you that's engaging on Twitter? Russell: No, I don't know how to tweet. Josh: You don't know how to tweet? Russell, I tweeted you a lot. Or not a lot, but I tweeted you quite a bit. Russell: Oh, hey. Josh: And then sometimes you like my tweets. Dang it. Russell: I do like all your tweets. They're awesome. Josh: Yeah. Oh, man. Russell: I personally, I enjoy Instagram, probably my favorite. And then Facebook's probably number two. But that's the two social platforms I spend my personal time on the most. So, if it's from either of those two platforms, it's usually me. If it's other places... Josh: Do you have it like broken up? Like are you like, "Instagram, I do this type of content and stuff on. And Facebook, I do this type of content on." Or is it kind of like a mixture of both? Or... Russell: Um. Josh: For you personally. I know your team posts stuff, but... Russell: The only place I really post/do stuff typically is Instagram, like stories. That's where I kind of, like me personally, do stuff. And then Facebook and my personal page, probably once, every once in a while, I drop stuff there. And everything else, that's my team. Josh: Yeah, that's rare though, not often. Russell: Yeah. Josh: You're not like me who's like, "What? It's been 48 hours without some form of controversy? What can I say? Oh my God." All right. Well, actually, I kind of want to talk about that though. Not so much controversy, but creating content specifically around storytelling, because I think this is probably one of the biggest... Let me give backstory, a little context around this. I came into the world completely backwards of what most people do, right? So I was the guy that came into the world, and most people have no following and no followers, and they can't get leads to happen. Right? And they don't get anybody to show up to their webinar. And then they're super depressed because nobody showed up and nobody bought. I had the exact opposite problem. I had everybody show up and nobody bought. And let me tell you, that's way more depressing. You know why? Because when everybody shows up and nobody buys, you're like, "Crap. Now I really am screwed because I have no idea what's going on." Right? Russell: It was me, and not the… whatever, yeah. Josh: Right. It's not because nobody's hearing it. It's because I actually suck. And I remember the first time I ever did a webinar, we actually... I don't know if you remember this or not. I actually sent you a Snapchat. This is right when you first got Snapchat. This is way, way back in the day. I've told this story before. And I went and I was like, "Russell, what's up, man? I'm trying to build this webinar. How much would you charge me to build out a webinar for me or whatever?" Right? And you sent me a little video, a Snapchat video back. You're in the Jeep, and you were like, "Man, I don't really do that. I don't really do that anymore." So I like snapped you back, and then you snapped me back, and you're like, "It'd probably be like $250,000 or something like that. But I don't really do that." I'm like, "Man, I really wish I would've hired you for 250 grand." But anyway, so I go and we do this huge webinar, and everyone told us... We were like, "We're going to have all these people sign up." And everyone's like, "No. No, you're not. Nobody gets people to their webinar that easy. You maybe have a hundred registrants." We had 2000 people register, and we had a thousand people... We maxed out the room with a thousand people on live. At the pitch, there was like 982 people in the room. I go through, I do my pitch. No one buys, not a single person. And then we hung up, and like an hour goes by, and one person had bought. And most miserable, depressing... Russell: That's the worst because then you're like, "Crap. I thought there was no sound or something. Maybe they didn't hear me." Josh: Right, right, right. But I sat there and it was a bad webinar. We had like dozens, probably hundreds of emails and comments of like, "Can I have my money back for a free webinar? This totally sucks. Worst experience ever." It was awful, right? And what was interesting is that really scarred me for a while, from doing presentations and from doing anything where I pitched live. And so I basically went and I just did sales from that point on. I did lots of presentations. I did lots of content. But I did not actually go and pitch because really, it was like PTSD almost. Right? It was like, "I don't want to go back there." And what was interesting is I went and I would do sales, and I got good at sales, but sales is hard, man. Sales is just a different game. It's just like pushing and pushing and pushing and pushing. Right? And then my brother died, and out of just sheer not knowing what to do, I just started sharing my story because at that point you're like, "What do you do? My whole life is messed up at this point. I'm so confused." And so I just start sharing what I was going through, and I start sharing things of like the emotions and what I'm learning and what I'm going through. And I remember people just started buying, and it was like the weirdest thing, because I wasn't selling anything. Right? But I would go through and I'd be like, "I'm super grateful and thankful to have an audience right now because I'm able to go through and have a business that allows me to go and like be mobile and go to my brother's funeral or whatever." And then people started buying my programs. And I was like, "What in the world?" And then I would share other things, and then people would start buying. And I'm like, "I'm not actually selling these things. I'm just talking about my life." And what was interesting is I went back eventually later that year, and I went back to all these different people, and I was like, "Why did you buy this product?" And they're like, "Well, because you told such and such a story." Oh, that's interesting. So then I went over here and I was like, "Why did you buy that product?" And they're like, "Well, you guys told such and such story." And it was a completely different story. And it was like they were buying because they would hear a story, and they would associate that story with a product that I was selling, and they would go buy it. And so I had all these different products and all these different stories, and I was like, "Okay, well, I got to figure out what's the one story that I want people to figure out?" Right? So I could sell the one product. And so that's what I've really been focused on recently. But that lesson taught me that storytelling was everything, because I had heard that from you a million times. Right? Russell: Yeah. You didn't believe it. Josh: Story, story, story, story. Right? And I'm like, "I'm telling stories, Russell. What more do you want me to do?" But I wasn't. I was telling facts and I was going out there and trying to sound smart. And when I just let go of it all and was like, "This is the story, like the real, the raw, the genuine. I'm not trying to sell you anything. This is legitimately what's going on in my life." I made more money and more sales than I had before. And so I would love for you to talk about... Like I know in Expert Seekers you go through like storytelling and all the different, the core four stories, and the change of false beliefs. But what's the key? And maybe that's it, like going back through that. And that's fine. But like what's the key to telling a good story? Because I think not only do people... And there's a follow-up question to this, which I'm not going to tell you what it is yet. But what are the elements that make a good story? What actually makes a story work? And how do you tell one effectively? Russell: Yeah. First off, it's fascinating because I went through a very similar journey when I got in this world too. I remember going to my very first event. I saw people selling from stage, and seeing the numbers and doing the math, I was just like, "This is crazy. There's no way this actually works." And then I remember getting invited to speak at a seminar, and it was different because webinars are painful, but man, standing on stage and doing a pitch, and then it bombing was even worse. Because it's just like all these people, nobody moved, and it was just like... In fact, I remember I was like, "I'll never, after the first one, I'll never do this again." That was the worst experience ever. And that's when I joined the Dan Kennedy world, and they had this public speaking course. It was like 40 CDs. I remember the pack was like this thick of CDs. And I bought it because I was like, "I want to figure this thing out." I started listening to him. And I don't remember the course at all, other than this feeling of just like it's not teaching. Teaching is not what gets people to buy when you're on stage. It's telling these stories that connect with people. And it shifted my mindset, and so it shifted to the point where I went and tried again. And the next time I tried, I tried to weed these things in, and I got like six sales, a thousand bucks apiece. And I was like, "Oh, okay." Like I got the reward of like this actually worked. And then I was like, "Okay, do it again and do it again." And then you start getting obsessed with it. And then for me, most of my education for the next five years... Because there wasn't a lot of people that had courses on public speaking or things like that. There were a couple, but there wasn't a lot. I just went... And from a timeline, it was before the big 2000 whatever, the big crash in 2008 or whatever. And so there were events happening every single weekend. So I'd go to an event every weekend, and I would sit there and I would just watch the people speak. And I would watch what they were doing and then see how people would buy at the end. And people, the ones that had the big table rushes and stuff, I was like, "Okay, what did they just do? What'd they do to me? How did they do it? What did they say?" And I was like trying to dissect what they were doing. And then I would model that for my presentations. I'd be like, "Oh, I like how they did that part, how they told the story or how they got emotional." Sort of like just studying. McCall Jones calls it charisma hacking. I didn't know that's what it was at the time. But I was just watching how they did stuff and how it made me feel. And it wasn't just like selling from stage. I started watching religion people as well. Like some of the best presenters in the world are preachers and pastors and things like that. And I was watching just people speak and how they got me to feel and move, and how they told stories in a way that was exciting. And then so that's like this study I started going on. Then I met Michael Hague. I started learning about story structure. I was like, "This isn't just made up. There's actual structures and there's things in place. And this guy's way easier," because now I'm not just guessing. There's actually a pathway. Anyway, so that's kind of my history with it too, but it's fascinating. But I think that if I was to break it down into something for people to understand that's not complex but simple... Because you can go to the Expert Secrets book and it can get really complex. But the simplest form is that if somebody's coming to you, it's because they're looking for something different, right? They want change. They want more. There's some result. And I always think about this like on a mountain because Dan Kennedy used to talk about this. He's like, "You need to become the guru on the mountain. And people are going to come to the base of the mountain, and the closer they get to you up the mountain, the more they're going to pay." Right? So, the base of the mountain, they're paying a hundred bucks a month for a newsletter. And then they want to get closer, they pay 500 bucks a month, then a thousand bucks a month. And for whatever, for 50 grand, they can sit at your feet and talk to you." And he used to always talk about that guru on the mountain thing. And back when I was first studying this, the way people sold was different. It was much more like that. It was more of a status play like, "This is how successful and why you should come up here. And if you want to be like me, you got to come to me, pay me more money." And I never really resonated with that, partially because I'm awkward and I always felt awkward like positioning myself. So I never liked that, and so I started learning about story structure. It was cool because I realized that the positioning of you on the mountain, it's essential, right? But it's not like you sell from the top of the mountain, yelling down to the people. It's like people see you on the top of the mountain, and they're down here like, "I want to be up there." You're like, "Cool." And then it's you coming down off the mountain, running down to where they're at, and being like, "Okay, I know exactly where you're at. Let me tell you my story, because I was in your same spot at one time." Right? And that's the power. So, if you look at the way I do my presentations, I usually drop like one slide or one thing like, "Hey, this is the thing you want." Right? Like, "Cool, I've made whatever." Like I'll do my quick posturing just so they know that I've been to the top of the mountain they're trying to get to. But then I don't stay there. But again, if you watch the old-time speakers from the nineties and early 2000s, they would spend the 90-minute presentation talking about them on top of the mountain the whole time. And I just hate it. So I drop real quick, so you know that I know I've been where we're trying to get to, but I got to come back very, very quickly. And the story I'm telling you is the story, my story, of them. Right? I have to put myself in their spot. Like where was I when I went through the same thing? Because all of us, if you got to the top of the mountain, somewhere you had to start hiking. And you went through that journey to be the guru on the top. Right? And so it's like coming back and remembering where are they at or where were you at, telling your story. And if you tell it the way that they connect, they're like, "Oh my gosh, they are me. I was Russell. Russell went through this. He understands." And there's empathy. Then they trust you. Then they want to go on that journey with you. That's like when you came out and you started telling your story, it wasn't you posturing a position of how great you were. But it's like, "Hey, I've done this thing you're trying to figure out. But let me tell you my story and how I'm struggling, how I'm still struggling, the struggles I went through, and the pain and the fear." And all of sudden they're like, "Oh, I feel that too. I feel the pain. I feel the fear. I understand those things. This person understands me. I can trust them to take me on this journey because he's not going to be the person who's just positioning how great they are. It's someone who I have empathy with. They understand me." And that's the key. Because if they feel like you understand them, then they're going to go on that journey with you. And you do that by telling the story, like your version of their story. Because they're living it right now, and you've lived it the past. You've got to tell that in a way where they connect and now they're going to want to go on that journey with you. And that's kind of the key to it all. Josh: That's super, super interesting. Yeah. Because when I think about story structure, because I've like tried to simplify things down in my own head... Because it's always interesting, because I'll watch everything that you do, and so it's funny whenever I do presentations, people are like, "You're a mini Russell." I'm like, "Well, that makes sense actually. Right?" Like I've watched all this stuff, right? So, but for me, man, going through Expert Secrets, I don't know, it was probably the third or fourth or maybe even fifth time through before I finally actually was like, "Oh yeah, you actually do know what you're talking about." Because every step of the way I'd be like, "But my story doesn't fit in. That doesn't work." Or like, "Mine doesn't have that." Or like, "It's not that systematic." Or, "Russell, it's too much of a science. There's more of an art to it." And then I'd read about it and I'd be like, "This is so scientific." And then I'd watch you do it and I'm like, "That's so artistic." And I'm like, "But they're the same." Right? And so I would try to figure out ways to simplify it down to a way I can understand it. And then once I would understand it, I would plug it into yours, and then it would work. Right? And so for me, it was always like, okay, there's four parts. It's, "How did I get here?" Right? That's backstory. Like, "How did I get to right here right now?" That's like that. And then it's, "Where am I going?" Right? So, the goal, the desire. And then it's, "How am I going to get there?" New vehicle, new opportunity, right? And then it's, "What's it going to look like?" The vision, like what's it going to look like in the process of all that, so we can paint this thing and we get people emotionally attached? And so for me, in my brain... And they don't always happen in that sequential order. Like sometimes you start with the desire, and then you go back, but it has to have all four of those parts. And then I would take that and I would go, and then I would apply it to the Expert Secrets, and then it would start working. Right? I was like, "Oh my gosh, that's what Russell's doing here and here and here." And then you actually have this whole framework out about it, right? And I think one of the things for me is I always go... Because we've done book clubs on Expert Secrets. I teach stories in marketing. I teach stories in personal development. Like stories and storytelling is a big part of what I do now, especially over the last six months and moving forward. One of the questions that continues to come up is... Well, there's two parts. Let me start with the first one. "Hey, Russell, that's all great, but I'm not a leader. I'm not the attractive character that's the leader." Right? "I'm not the person that figured it out and am living my customer's journey." And there's actually a lot more of those people than I thought. I thought most people were leaders because that's what I was when I first got started. So my question is, do you tell this story a different way? Or how is the story different, how is it positioned differently, if you are not the leader? Because I know you're not in your story. You're the reluctant hero, right? And so I tell people, I'm like, "Before you start figuring out your story, you got to figure out what attractive character you're going to be." Right? And we go through the four inside of Expert Secrets. It's like there's the leader, there's the adventurer, there's the reporter, and then there's the reluctant hero. And what's interesting is early on in my journey, I was the hero. Right? I was the one, I was like, "Guys..." I was literally this broke kid, freaking living in a $500-a-month apartment with duct tape windows. And now I'm not, right? And Instagram was the thing, and social media, and here we go. Right? But as I evolved, then the podcast came. And without even realizing it, I became the reporter. Right? And so how does, based on your attractive character, how does that change the story or how you tell it? Russell: Yeah. And it's funny because mine's transformed, not only just throughout time, but in different situations as well. Right? Like sometimes I'm the attractive... You know, when I got started, say when I was an interviewer, so I interviewed people. So I was a reporter for a long time. But then I transitioned to like a reluctant hero. But there's other times, like if I'm on Hockey Live, I'm not the reluctant hero, right? At that time I've got to be the hero. Like I'm coming in and I'm setting authority because I've got a whole group of alphas in the room. And if I don't come there as like the head alpha, they will run me over. If you're like in a situation with Tony Adib, like if I'm that situation, I'm transitioning more back to reporter because I'm leveraging Tony's expertise and things like that. And so I'm going back as a reporter. Same thing with Dan Kennedy right now. You look at... It's fascinating. Like we just bought Dan Kennedy's company, right? We just launched the first Dan Kennedy new offer. By the way, if you're listening, go to NoBSLetter.com and go sign up. But yeah, like... Josh: By the way, make sure you go through my link. Russell: Yeah. But look at like how I've... It's /JoshForti, yeah. Josh: Yeah. Russell: But if you look at like how I'm positioning this offer, it's not me coming as like Russell's the alpha. Right? I'm coming back here as like, "This is my mentor. Boom. And I had this chance to acquire, but I'm going to go through 40 years of his stuff, and I'm bringing it back to you." And I'm pulling these things out, and this is what I learned from Dan and what I learned from Dan here." Right? And it's me coming back in a reporter role with my mentor, and that's how I'm introducing the world to him. So, it shifts, right? It shifts based on the story and the situation. Like what are you using it for? Right? Like I could've come in and be like... Because there's different posturing. Like I could've come in and been the hero and like, "I bought Dan's company. We bringing it back from the dead. Da, da, da." Like put it on me. But that story, first off, didn't feel good. But second off, it's not the story that needs to get people to move. The stories to get people to move is me giving homage to this guy who's changed my life, and now I'm going to be having the chance to bring these things back to you. Like me becoming the reporter back in that phase, in that business and that side, is a more powerful story to use. Right? And so it's all coming down to figuring out what's going to be the best story, right, in this situation and where you're at, and thinking through that. Because right now you're in a reporter role, but other times I still see you, you shift back over where you're running different things. So it's just trying to figure out what's... Again, these are all tools. I was talking to the Two Comma Club X members this week. And part of the group's doing challenges, part are doing webinars, part are doing different things. And they're like, "Which one should I do? Which one's the best?" I'm like, "No, it's not which one's best. These are tools. Like this is a hammer, this is a saw, and different jobs and different tools." And so it's like if I'm coming in here, I want a hammer, but over here I want a saw, and here I want a hammer and a saw, because I'm going to do this thing. Right? And same thing with stories, understanding that. Like your attractive character can shift. Mine's shifted more throughout time, but also situationally it shifts where it's like, okay, this is the role I need to be here, and it's okay to shift back to reporter. I've seen people, in fact... Well, can I drop names? Yeah. Who cares? So like Grant Cardone's a good example. I love Grant. Grant is like the leader, right? And at 10X, after we set all these sales records, Grant was going to shift to the interviewer and he was going to interview me. And it would've been a really fascinating thing for him to pick my brain and ask. And we sat down and we got in the thing, and he sat there for a second, and all of a sudden he was like, he didn't want to. He thought like shifting to the interviewer was a decrease in status. And he literally stopped before he started and said, "Actually I don't want to interview you. I'm going to have somebody else do it." And he got off the little thing, had somebody else come in, and that person interviewed me. And I was like, "Ah, dang it." It would've been so powerful for him. Josh: Come on, Grant. Russell: It would been so powerful for him, for his positioning, for people to connect with him better, if he would've come off like, "I'm Grant Cardone." You know, trade, come down for a second, and done the reporter, and been excited. Because he genuinely was excited. He, backstage, was freaking out. He was like, "I've never seen what you just did. That was amazing." Like it was this cool thing. And it humanized him for a minute. And he could have had that moment where he did it, and he didn't. Whereas me right now with Kennedy, I'm paying all homage to Dan. He's amazing. And it, first off, makes the offer better, makes the story better, but it also makes me more... People connect because now it's like they're the same thing. Like, "Oh my gosh. I have mentors. I can be excited about what they're learning." I don't have to posture all the time where I'm the only person. You know what I mean? Josh: Yeah. Well, it's super interesting that you say that because studying influencers has been something that I've kind of geeked out about. And one of the things you talk about in there, in Expert Secrets or whatever, is the attractive character has flaws. Right? And when the attractive character owns those flaws, it actually makes their supporters love them more. And what's interesting is that I've looked at people like Trump, and we're not trying to get political here in any way, shape or form, but one of the big criticisms of Trump, even from his own people, and I being one of those, is he never admits when he's wrong. He never will step down and even give the idea that somebody else could be right. And because of that, that actually hurts him a lot more in the long run than in the short, than it gains him in the short term. Right? And so it's that same concept. And then I look at someone like a Dave Portnoy, right? And do you follow Dave at all? Dave Portnoy? Okay. So he's the founder of Barstool Sports, and he's the one that did the Barstool Fund and everything like that or whatever. Here's a dude who, I mean, his fan base is not as large as Trump's, but as far as like fans and fans, people love Portnoy. Right? Like, I mean, there's his fans. But he makes fun of himself constantly, right? And he's constantly coming back and being like, "Yeah, I messed up." All of his bets are public because he owns like a gambling or a sports betting company. So you go to his Twitter and it's nothing but all of his wins and then all of his losses. Right? And so you can see both, and people just love it. And anytime people are trying to bash up on him, all of his supporters come and they're like, "Yeah, we know he's an idiot. Right? But he's an amazing idiot. Yeah." Right? And so it's like when you show that other side, people connect to you even better. And it's such a fascinating concept because it's opposite of what our brains think. You know what I mean? Russell: A hundred percent. It's counterintuitive. Like we want to always posture position, thinking that's the... It's just like the guru on the mountain we talked about, right? Like in the eighties, nineties, every expert wanted to be the person, the infallible expert up here at the top. But man, that's not what gets people to connect. It's the coming down and like, "Dude, I struggle too. I remember the pain. I remember the pressure, the fear, the scare, like all those things." And that's what connects people. People crave connection now. Maybe there was a time in history where people just wanted the other thing. But nowadays it's not that way. People connect with vulnerability. But it's hard, it's scary, because it's like... In fact, Natalie Hodson, I think she quoted Brene Brown, but she's the one that told me this. She's like, "When you're vulnerable, you feel small, but people looking at it, it feels makes you feel big to them." So it's a weird thing where you're like, "I feel horrible," but it makes them look at you and like, "Oh my gosh, this person's willing to say things I'm thinking in my head and I don't dare to talk about because of my own fear and anxiety and status, and all those kind of things." And it gives them that thing, and that's what gets people to connect with you. It's really fascinating. Josh: Yeah, for sure. For sure. Okay. Last piece on this, which will take up the rest of the time for sure, is the number one question that I get hands down when it comes to stories... I'm sure you've heard this a million times, but in the odd case that you haven't, Russell, your people want to know this. Okay? The number one question is: How do I know which story to tell? Russell: Ooh, that's good. Josh: Right? It's the hardest thing because people are like... And it's always hilarious because I'll sit down and I'll be like, "Well, what story are you trying to tell?" And they're like, "I don't know." And I'm like, "Well, here's your life story." And I will tell them because I'm like their coach and I've been around them for six weeks or whatever it is. And I'll go, "Here's your story. Boom, boom, boom." And I'll summarize their entire life in 30 seconds. And they're like, "How did you do that?" And I'm like, "Because it..." Well, anyway, I want to know the answer to their question. How do you know what story to tell? Because everybody has these. We're so close, right? And for me, I'm about to turn 28, right? My 28th birthday, we'll do a big birthday bash. Russ is coming on. It's going to be great. We're going to want to do podcasts. It's going to be so cool. Right? But it's like I've got 28 years worth of experiences. How do I know what to tell? Russell: Yeah. It's fascinating. When I wrote the first version of the Expert Secrets, I didn't know that was the question people had. I didn't even know how to answer. It never crossed my mind. And anyway, I wrote the second version of the Expert Secrets and I'd seen it, so I'd updated it. But no one ever commented. And it wasn't until... Actually, you came to it. You came to the most recent FHAT event I did, right? The expert one? Yes, okay. Josh: Yeah, not the e-com one, but yeah. Russell: Yeah. So the first time I shared that publicly was at that event, and I remember it was fascinating because Steven Larson is probably one of the people that have studied me the most. And he raised his hand like, "Oh my gosh." He's like, "I finally understand what story I'm supposed to tell." And that was coming from Steven who like... And I was like, "Interesting." So, this is the problem I think that... And I always tell people, "Tell your backstory. Tell the origin story." So they're like, "Okay. I was born in Provo, Utah, March 8th, 1980. It was a cold night." And they, they go back to there, right? Because they think that's the story, because I tell them, "Tell your origin story." And it wasn't until at that event... Again, I think, I'm pretty sure in the second version, the hardbound version of DotCom Secrets, it's in there. But it was that event where I really said, "The story you're telling is not like your origin story. It's your origin story of how you came upon or created or figured out your framework. It's your interaction with the framework you're sharing." That's the key, right? So, when I'm talking about the perfect webinar, for example, the origin story I'm telling is not my origin story. It's my origin story discovering this framework. So, for example, I went to Armand Morin's event and I saw people speaking on stage. I did the math, and then I spoke on stage, and I looked like an idiot. And I went back home, and then I bought Dan Kennedy's course. I realized it was wrong, and then I went through the thing. And so it's that story, it's how I learned or I earned this framework. Like how did I come up with... What was the things I went through to discover this gem that I'm bringing now from the top of the mountain down to them, saying like, "This is the thing I found out, and this is the story about how I found it. Let me share it with you." And be like, "Ooh, I want that gem. I want that gold nugget." And then they come with you on the journey to go and get that with you. So, that's the most simple way I've figured out how to explain it. I'm curious on your side, because you've explained versions of this as well, would you add to that or change it? Or what are kind of your thoughts on it? Josh: Well, so let me start by telling you the biggest struggle that I had. Like I'm talking for over a year of reading Expert Secrets, I struggled with one specific thing that I could not figure out, and it was the question that I wanted to ask you for the longest time. And then like right before we got an interview, I figured it out. I was like, "Oh my gosh." But it was I didn't understand the difference between the backstory and secret number one. And what I meant mean by that is like, to me, I'm like, "First you discover funnels, and then you teach them the framework for funnels. It's the same thing." But then you would say they're different. And I'm like, "How?" Right? Like I don't understand the difference between those two things. Now, at first I didn't understand it at all. And then kind of my first epiphany or my first breakthrough was, "Oh, wait, wait, wait, wait. First the backstory introduces the thing. And then secret number one has the framework for the thing." Right? And so then that was kind of my first realization of like, "Okay, these are separate. It's one, it's the thing. And then the framework for the thing." But then I would look at your webinar and I would go, "Russell, Russell, what's your framework? Like what's the framework to build a funnel?" I'm like, "It's hook, story, offer." That's what I thought, right? I'm like, "In order to build a good funnel, it's hook, story, offer." And then I was like, "Well, maybe that's not the framework. Maybe it's add all the upsells and break the beliefs, and then go through." And I was like... But no matter what it was, it was never... Like the framework for building a successful funnel was never to go and model somebody else's funnel, and then build all the up. I'm like, that's a thing, but that's not the parts of a funnel. Right? And so I got confused because I thought the framework that I was supposed to teach in secret number one was the parts of the thing, not the framework for how to build the thing. Right? And so I think one of the biggest 'aha' moments for me is like each part of the webinar that you're doing is its own separate section, and they build off of one another, but they're also each standalone. Right? And so I thought that the backstory or that the story that I told in the backstory was the story through the entire webinar, and it's not. Right? And so whenever I would hear you say, "Well, tell the backstory about how you learned it and how you earned it," I thought it was like that was the story for the webinar, and then I had to go through and tell each thing. And then I realized that there's a separate story for each thing. Right? There was a separate story for the backstory. And by the time you're done with the backstory... And I think it was you that said it. I go back and forth. I really like how Dan Henry explained some of the things specifically when selling courses, because that was the other problem, was you were selling a software and I was like, "Well, what happens if I'm not selling a software? Oh, crap. Where does it fit in?" Right? But I think it was you that said by the time you're done with the backstory, there's a percentage of your people that are ready to buy. And I'm like, "Whoa. That's the story that I've got to figure out." And so for me, I was like, "What is the story that I have to tell, that if I were not allowed to tell secret one, secret two or secret three, people just took me at my word that what I said was the solution to their problem? What's that story that I have to tell that people would go and buy?" And I became obsessed with that, and that's what I call a master story. Because I'm like, to me... And that's why I was telling you where I was geeking out about it. I'm like, to me, once I figure out that, and I've gone through and taught all these students how to teach stories, if I focus all of my time on the three secrets, we never get anywhere. Like literally. It's ridiculous. We'll spend so much time, and then they'll do the presentation and it won't work. But if I spend 80% of my time on just the backstory and we get that right, they basically figure out the other three secrets like that. And I spend 20% of my time in the other three secrets. Russell: That's fascinating. Josh: Yeah. Russell: Because I spend both of my time doing the three secrets, because that's where people get stuck on my side. But man, the way you frame that's really cool, because I always think about... There's different markets I go after, right? So if I'm going after like a beginner market, my first thing is telling the potato gun story, because it's like, "I had a potato gun, we had an upsell, da, da, da." And for beginner, like... Josh: Which 100%, by the way, 100% of what I've done... The last like six, three months I've been doing sales calls like crazy. Whenever I mention the master story, I go, "Hey guys, do you know Russell?" They're like, "What's the master story?" I'm like, "Do you know who Russell Brunson is?" They're like, "Yeah." I'm like, "Do you know the potato gun story?" 100% of the people say yes, every single time. There's not been a single person... I'm like, "That's his master story when it comes to funnels." Anyway. Russell: That's always interests me because I have a different master story if I'm going over like a more advanced audience, which is the master story of no VCs. Right? So it's like, "We're competing against InfusionSoft and all these things. They had a hundred million dollars in funding. We didn't have any money. We were broke. And so we put this thing together. Da, da, da." And they're like, "Now we get customers for free, and then they buy software." And that master story is what sells it to more of like the corporate, like the business owners who think through the world of like investing. So, that's story that I lead... If I talk about potato guns with them, they're lost, right? So again, it's like, people are like, "But I only have a story." It's like, "No, you have different stories. What are the stories that fit the audience?" Dan Kennedy 101, message to market match. Like how do you connect these things? Right? It's like here's the market I'm talking to. In fact, I think you know this. We bought Doodly.com and we bought like Brad Callen's whole company. And these people, I didn't realize at the time, I thought they were internet marketers using software to make sales videos. But no, they were actually course creators who don't know anything about marketing. And so I went and did my webinar pitch to these people and it bombed, and it was like the worst thing ever. And I was like, "What?" And it was like, "Oh my gosh. I didn't understand the market." And so I had to change. So we rewrote it, changed the story, changed the thing to match the market we're going after. And now it's converted really well. But it was like, it's just understanding that in every situation, like figuring out, "Okay, who am I actually speaking to? So there's the market. And what's the message, the story I think I have that's going to match that to then bring them into our world?" Because I'm selling the same product, no matter what, but there's different stories that's going to hit different markets as you go through. You'll probably hear me quote a lot more Dan Kennedy in your future, as I'm going through all his courses again right now, and having the time of my life with it. So... Josh: Yeah. Well, it's just interesting, just going back to that one concept of like the first core story, the master story, the backstory of it all. I think one of the big problems that I know I ran into this is, once again, I thought the whole webinar was designed to teach and educate. Like that's when I would introduce and teach it, the whole entire process. But it's not. Like secret one, secret two, secret three are designed to educate on the thing that you introduce in the backstory. Right? And for me, with the people I work with on a pretty consistent basis, it's like they don't understand that either. And so when I go in and I'm like, "No, no, no, no, no. Forget about teaching them about it. You have to teach them what it is, why it's so important." And I always go back to that story when you were like no one was buying it and then you're like, "Do you understand what I went through then?" I'm like, "That! That's what you're trying to create." It's like forget the framework for it. Forget how it works. Forget why it worked for them. Forget the external objections for a second or whatever. Like what do you have to do that, if you didn't get to do anything like that, how would you convince somebody that this is the most greatest, amazing thing, and then be like, "And just take my word for it that it's going to work for you." Like, what's that story that you would tell? And for me, once I identified that was what it was, and I started working on my students with that, all the rest of the webinars and find new challenges and everything became easy. Whether it was Catherine Jones when we worked with her, whether it was Brad Gibbon, casual tactics, like all of them, it was like, once we figured out that, then all the rest of the things fell into place. Russell: Yeah. It's fascinating because the reason why I bombed when I first started versus why I started studying dance stuff, is that realization of just like, "They haven't bought into the fact that they want to funnel yet or that they want weight loss or whatever the thing is." Like your only goal during the webinar or the challenge or whatever is to convince them that this is the vehicle that's going to be the most likely successful to get up on that mountain and get the result that they've been looking for. Because they've been looking for the result for a long time, right? I think Katlyn said the average woman goes on eight diets a year. Right? So it's like, now that they're like, "Oh my gosh, I'm going to lose weight." It's not like this, "Oh my gosh, I'm going to make money. Oh my gosh, I'm going to..." Like, they already want the result. They tried three or four other things. You're trying to convince them that your presentation or your challenge or whatever is to convince them that of all the different potential opportunities, that your new opportunity is the one that's most likely to get them success. And if they buy into that, then you can take them on the journey. But you start teaching around the gate. You're trying to take them on this journey, and they're like, "Wait, but there's like 10 other options. I don't think you're the right... I don't even know if you're the right option. I have no idea." So your job and your role is 100% only there to convince them that this is the most likely thing that's going to give them the success they're looking for. And yeah, then you won. Then you can bring them into world. Now you can serve them. Now you can change their life. But until you've sold them on the fact that your vehicle is the one that is most likely to give success, you can't serve them. You can't change their life. You can't do anything. And so that's what we got to become really good at is that transition. So, anyway, so fun. Josh: All right. Well, that'll wrap up the story episode there. I think that was really, really good. I think we got a lot accomplished. Russell: We should go, another time, or next time you're a voice, we should do like a half-day live with everybody on like the master story. That'd be fascinating to go deeper just on that, without the context of having to have all the rest of the webinar things. I'd love to geek out with you deeper on that. So, there's the thought. If you guys want more of that, you got to let me and Josh know, and maybe next time we're around some UFC fight or some fake YouTube boxing fight, we'll plan something fun like that. Because that'd be really cool to go deep on that. Josh: That fake YouTube boxer fight, that's 5 and 0, right? Oh, man. All right. Russell: All right. Thanks, you guys, for listening. If you enjoyed this, please let us know. Tag us on social. Tweet us out. Instagram us. YouTube... I don't know. All the different places. Josh: Don't tweet us. Russell won't tweet at you. He'll just fake like your tweets. Instagram? Instagram. Russell: Tweet at Josh, and then I'll share it. Josh: Yeah. Russell: My team will share it. Anyhow, let us know. We're enjoying doing these, and hopefully you guys love them as well. And the last way, if you want to help grow this podcast, please just tell other people about it. And yeah, that's all I got. Thanks, everyone. Thanks, Josh.

god donald trump man teaching sales utah ptsd boom ufc mine snapchat guys sort russ cds crap brene brown jeep dang vcs grant cardone 10x barstool sports provo russell brunson dave portnoy geeking dan kennedy infusionsoft portnoy expert secrets dotcom secrets dan henry josh forti perfect webinar armand morin catherine jones doodly natalie hodson josh yeah josh you mccall jones barstool fund josh well fhat josh don two comma club x josh do josh for josh all russell it

LE COIN DES CONFIDENCES S2E02 - Johanna Saint Pierre

RADIO LOCALITIZ

Play Episode Listen Later Sep 13, 2021 57:59

Dans Le Coin des Confidences, on dit tout à VERO au Boudu fil ! Chaque semaine, un artiste parle de son projet musical et dévoile sa playlist perso. Cette semaine : Johanna Saint Pierre page Artiste : https://www.radiolocalitiz.fr/johanna-saint-pierre/ Johanna Saint Pierre est une chanteuse Française de soul et de jazz funk, excellente pianiste, auteur-compositrice, arrangeur et réalisatrice artistique éclectique depuis plus de vingt ans. Elle a sorti 3 albums depuis ses débuts, elle aime aussi collaborer avec de nombreux grands producteurs de house comme Marc Ricci, Patrick Vidal, les 03 Mai, MKL, Serge Negri, Fhat phaze, Tom Van Den Heuvel avec qui elle a sorti 7 maxis. Elle signe par la suite en 2003 sur le label de deep house, Ibadan, grâce à sa collaboration sur le maxi "L'âme éternelle" avec Jephté Guillaume. C'est cette collaboration entre autres qui sera déterminante pour la suite de sa carrière. Un soir le producteur et DJ MKL, décide de l'inviter à une soirée au fameux club Nublu à New York où il lui présente le producteur Brian Bacchus. Johanna tend une démo, qu'elle a toujours dans son sac à main à New-York, sans trop savoir qui est ce fameux producteur. Celui-ci est en réalité très connu dans le milieu musical à Big Apple car il a découvert et signé Norah Jones lorsqu'il était directeur artistique chez Blue Note. Plus récemment il a produit deux albums de Gregory Porter dont le fameux Liquid Spirit. Brian tombe sous le charme artistique de JSP et décide de lui produire 2 EPs dans un studio du lower side de New York. Ce second EP Sensous Whisper est clairement le plus réussi et se balade entre la soul, le funk, le blues et le jazz funk. Sa belle voix gracieuse et surtout originale, nous rappelle parfois Jill Scott ou le surprenant album "Hollywood" de la période jazz funk de Véronique Sanson. Le Coin des Confidences : https://www.radiolocalitiz.fr/le-coin-des-confidences/ Titres diffusés : Johanna Saint Pierre - Crush On You : https://johannasaintpierre.bandcamp.com/track/crush-on-you Bob Marley & The Wailers - I Shot the Sheriff : https://music.apple.com/fr/album/i-shot-the-sheriff/1469575763?i=1469576021 Henri Salvador - Une Chanson Douce : https://music.apple.com/fr/album/une-chanson-douce/405416992?i=405417002 Lenny Kravitz - Low : https://music.apple.com/fr/album/low/1380519576?i=1380521499 Daniel Balavoine - Le chanteur : https://music.apple.com/fr/album/le-chanteur/1440750544?i=1440751544 Syreeta & Stevie Wonder - To Know You Is to Love You : https://music.apple.com/fr/album/to-know-you-is-to-love-you/1444071904?i=1444072131 Johanna Saint Pierre - Lazy Girl : https://music.apple.com/fr/album/lazy-girl/1459183365?i=1459183680

new york hollywood coins sheriffs big apple ve stevie wonder bob marley eps vero celui franc lenny kravitz jill scott love you norah jones blue note saint pierre gregory porter confidences titres ibadan sanson syreeta henri salvador daniel balavoine jsp nublu mkl liquid spirit fhat patrick vidal

Episode 1: Jaron Meets Kandy Muse, Favorite Queer Artists

Beats by Drag with Jaron

Play Episode Play 23 sec Highlight Listen Later Jul 21, 2021 33:27

On the premiere episode of Beats by Drag, Jaron spills all of the T on himself! He also gives you the Drag Race rundown for last week—his top 5 favorite moments from the Drag Race queendom. Sneak Preview: 2 are cute moments with Kandy Muse and Mayhem Miller.This jam-packed premiere episode features music from FHAT, TAYLOR ALXNDR, BeBe Zahara Benet and dvd. Listen to all of the music heard on this episode on the Odilla 2021 Playlist.Produced by Odilla. Follow Odilla on Instagram for the hottest indie music, @odillaismusic.Theme Song by Adrian Cabrera.Artwork by The Illuminator.

beats playlist drag muse artwork drag race theme songs sneak preview jaron illuminator queer artists mayhem miller kandy muse bebe zahara benet fhat

LIVE: Origin Story of the Framework

Pop Music For Smart People

Play Episode Listen Later Jun 23, 2021 10:39

On this episode of Marketing Secrets Live, Russell explains the big “ah-ha” he had during a recent FHAT (Funnel Hack-A-Thon) event. To be on the next Marketing Secrets Live episode, register at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Again, this is episode number two from a recent Marketing Secrets live show. I've been doing more of these podcasts live and having so much fun with it. Hopefully you enjoyed the last one where you had a chance to hear some really cool marketing secrets from some of my friends. This episode, I'm actually going to go deeper into something that I've been geeking out on. And I've been thinking about, that I think you are really, really going to enjoy. What I'm going to cover in this episode is actually one of the big ahas I got from a recent event we ran. It was our first live event we've had in, man, in a year and a half, two years, crazy. And it was called the FAHD event, the Funnel Hackathon event. I share one of the big epiphanies that a lot of people had at the FAHD event. If you want to get on our next Marketing Secrets Live show and get your questions answered live and hang out with us, make sure to go to clubhousewithrussell.com, go register for the clubhouse and you'll be notified the next time I go live. All right. Well, I'm excited. Typically, when I record the Marketing Secrets podcast it's me on my phone clicking record and talking. That's what's going to happen for the next 15 minutes or so, it's just sharing you guys the biggest thing that's on my mind right now. And so this week we actually did our very first live event since COVID, which was amazing. Here in our office we have an event room that holds about 60 people and so we did an event. The event is called the FHAT event, and it's not F-A-T, like overweight people who eat donuts and stuff for two days, it was the Funnel Hackathon. So Funnel Hackathon F-H-A-T. So they all nicknamed it the FHAT event. And this is an event we used to do. Four years ago was actually the very first FHAT event we ever did. And it was helping people to figure out their messaging, their story. And then we actually built out a webinar presentation with everybody in the audience, and we did it four years ago. And if you see inside of ClickFunnels community, some of the people who have had the biggest, most successful webinars, people that a lot of seven, a few eight, and a couple of nine figure earners who were in that room at the time, who crafted the webinar that went on to build out their entire businesses and their followings based on that. And so we did it once and then we ran versions of the FHAT event three or four times afterwards. And then, you know, when things work really good, like a lot of us business owners and marketers do, we stopped doing it. So we stopped doing it. I think I was tired of doing the live events. We kind of just paused it and didn't do it for a couple years. And recently I got excited and I'd been working on webinars and frameworks and just things like that. And I was like, I want to do the FHAT event again. And so we put it together. We invited some of our inner circle and some of our Two Comma Club X coaching students to come to it. And we had about 60 people in the office here in Boise the last two days, and then four or 500 people watching from home and it was amazing. It was two days and it was cool because we had a chance, it wasn't just like strategically teaching, like, oh, here's the strategic concepts, but it was very tactical, like, okay, here's slide number one, let me explain the strategy. On slide number one, this is what we do, why we do it, how we do it. And then everyone would jump in and they'd actually build out slide number one. Then we do slide number two, three, and we build out the entire presentation. So it was cool because when it was finished, everybody had a presentation that's done. They can go and they can actually use it to sell their stuff. And so that was what's happening the last two days. So obviously this is what's been top of my mind. And the last day of the event we went around the room and had everyone share their biggest aha and their biggest takeaway. And what was interesting to me is that the thing that came up the most often, that was people's biggest aha was something that I was kind of confused. I didn't realize that it was going to be even that big of a deal, and it was interesting. So before I share what that is if you know how the Perfect Webinar Framework works that we teach, right? When somebody comes on a webinar, first, we have an introduction. From there we share the origin story about how we discovered our framework, and then we have secret one, two, and three. Secret number one, you teach the strategy behind the framework. Secret number two, you teach the strategy behind the internal false belief they're going to have about the framework. Secret number three, you teach the external, false belief that they may have about their ability to use the framework. And then you transition to the stack and the closes. And that's kind of the Perfect Webinar framework, right? If you don't know how it works, if you go to perfectwebinar.com, seven bucks, you can buy the framework and the training that shows you the process. Or read the Expert Secrets book. I go into excruciating detail in that book, walking through the process as well. And so that's kind of, real quick overview of the framework for those who don't know it. Those who have gone through my stuff, you understand how the framework works. And the biggest takeaway people kept saying was fascinating was after they would introduce the webinar, they transitioned to their origin story. And what people were doing is they were just telling their origin story. Like, here's how I became me. Right? And they're telling their origin story. And even people who had really successful webinars, that's what they were doing. And when I kind of rebroke it down, slide by slide, I showed them that it wasn't just the origin story of themself that they're sharing, yet that's what most people were doing. It's the origin story about how you discovered the framework that you're actually teaching on the webinar. So for example, if you watch the webinar that we used to launch ClickFunnels, the framework that I'm teaching is this framework of funnel hacking, of how we find successful funnels. We look at them and reverse engineer them and we build our own funnels. That's the framework that I'm teaching. And so the framework, the origin story I'm sharing is not the origin story about, you know, how I met my wife or the origin story about how I started the business, that's not the origin story I'm sharing. Yet that seemed like for most of the people who were there, they've been sharing their origin story just about their life. Like, I was born on a cold winter night in blah, blah, you know, whatever, like they're telling their story, as opposed to it's the specific story about your discovery of the framework. Like, how did you actually find that framework? That's the story that's being told. Because when you do that, that then gives people the desire to go deeper on the framework. And so when we were building out everyone's webinar, the very first step we did with everyone is, okay with this webinar, there's a result you are promising. What is the result that everyone's, if they go through this 90 minute presentation with you, what's the result that they should be able to get? And so every business was different. There's some people there in the weight loss market, so I'm going to show you how to get six pack abs, how to make a million bucks or how to speed read, or you know, whatever the person, the result they had. And so it became super clear. What's the result? And the second question was, what are all of the things that people are currently doing to try to get that result? Like if someone's registering for your webinar it's probably not the first time they've like, oh, I want to lose weight. I want to make money. In fact, Kaelin Poulin said that the average woman goes through eight diets a year. So almost every month they're starting a new diet, so when they come and they register for your weight loss webinar this is not the first time. They've tried eight other vehicles this year to try to get that one result. And so that's the key is, first off, what's the big result you're promising? What are the other vehicles people are trying to use right now currently to get that result? And this webinar is about what is the new opportunity? What's the new vehicle that you're trying to show them? And so that first origin story is literally telling your story about how you've tried these other vehicles too. I tried this, I tried this, none of these things worked. And that's when this thing happened. Either I had an epiphany or I had an inspiration from God, or I met somebody and they gave me this nugget, this piece, this thing. And that's how I discovered this framework. And this framework is a new opportunity. It's the vehicle, it's a different way to get that result than all the things you've tried in the past. And this is how I found it and why it worked. So that original story, that first 15 minutes of your presentation is you're telling that story of how you discovered this framework. And that's the thing that gets the desire for them to like, okay, now I want to dive into secret one, secret two, secret three, and moving through the stack and the close and the rest of the presentation. And so again, there are probably four or five other people in the room that, that was their biggest takeaway was I always thought the origin story was just telling my story, but it's not. It's the origin story of how you discovered this framework, this vehicle, whatever you want to call it, the new opportunity that you are using to get someone the result that they've been trying to get through all the other things they've been trying in the past. And when they discover that and they hear your story about how you discovered it, all of a sudden, it's like, oh my gosh, now I get it. Now I got to figure this out because you're right. I've tried all these other vehicles. I've tried all these other ways to lose weight, or to make money or to whatever. So you're sharing those. And then this is the discovery that I found, the new opportunity, the thing that's different. And now they're intrigued, and now they're going to go through the actual teaching part of your presentation. So that's what I wanted to share with you guys is just understanding that the origin story is the origin story of your discovery, of the framework that you're going to be sharing with them during the presentation. And so hopefully that helps. And as you guys are creating your presentations again, anything you're trying to sell. In fact, I learned this originally from Perry who was on a little bit earlier, he said that, I think it was back when he was running Digital Marketer. It was like, they looked at all their old sales videos and their ads and stuff like that and anytime in an ad, they tried to convince somebody of more than one thing, the conversions dropped in like half. If they tried to convince them of two things it dropped like 100%, two to 300%. And so when you're creating your presentation, the only thing you're trying to do is get somebody to believe that this framework you're sharing is the best way for them to get the result that they're trying to get. That's the entire goal of the presentation. And so we understand that it's like, okay, what is the result I'm trying to get somebody? What are the other things they've been trying to get? And then this is the key. This is the framework that's going to get them that result. So that's what I wanted to share with you guys today, as you are crafting your sales presentations, it works for webinars, it works with video sales letters, works for upsell offers, works for your ads, works for everything you're doing, it's like that framework, that concept is the same. Sharing the origin story about how you discovered the actual framework.

covid-19 god secret sharing framework origin stories fat boise clickfunnels digital marketers russell brunson marketing secrets expert secrets perfect webinar kaelin poulin fhat two comma club x funnel hackathon

Lock The Doors Tight!!

Play Episode Listen Later Jun 11, 2021 26:02

It's the second episode in our four part Pop Music For Smart People Pride series for June. This week we are locking the doors tight because the three artists I am featuring are definitely gonna make you wanna have a kiki!! The three artists are Tunde Olaniran, John Grant and the duo FHAT. All three of these queer artists are pushing the boundaries in their respective genres. I also discuss gay pride month and talk about another amazing LGBTQ+ organization that is advocating for equality and that organization is The Matthew Shepard Foundation. This foundation was started by the parents of Matthew Shepard to try and raise awareness for LGBTQ+ youth and their parents in helping them accept their sexuality. If you can donate please do so!! Also you can help the show out by buying us a virtual slice of pizza or signing up for a monthly support membership (that comes with some extra fun show perks) at buymeacoffee.com/PMFSP and for every slice or membership purchased a portion of that sale will go to one of these amazing LGBTQ+ organizations. YASSSSS!!! --- Send in a voice message: https://anchor.fm/pmfsp/message

lgbtq doors lock tight matthew shepard john grant matthew shepard foundation yasssss tunde olaniran fhat

Lock The Doors Tight!!

Pop Music For Smart People

Play Episode Listen Later Jun 11, 2021 26:02

lgbtq doors lock tight matthew shepard john grant matthew shepard foundation yasssss tunde olaniran fhat

S01E20 - Brian J. Smith and Toby Onwumere Interview Part 2

Tipsy Bear Radio

Play Episode Listen Later Jan 1, 2021 56:29

Welcome to the second second part of our interview with the joyous pairing of Brian J. Smith and Toby Onwumere from the upcoming Matrix 4 and sense8. Also featuring a track from Berlin's very own FHAT. --- Send in a voice message: https://anchor.fm/tipsybearradio/message

berlin matrix j smith brian j smith fhat

Why I Throw Out So Many Hooks… (Revisited!)

Play Episode Listen Later Dec 9, 2020 9:49

Have you ever wondered why I’m always creating new offers and products when it would just be so much easier to sit back and relax? Enjoy this episode from the archives explaining why I keep throwing out so many hooks! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail. Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. That’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, appreciate you all thanks so much. Talk to you guys soon. Bye.

talk secrets throw grant cardone hooks russell brunson marketing secrets expert secrets dotcom secrets perfect webinar growth con fhat two comma club x secrets master class

Non Stop Vibe

Play Episode Listen Later Jul 3, 2020 59:55

Durée : 59:55 - La Playlist - Vendredi 03 juillet 2020 (Emission 269) Hotmood - I Don't Want Nobody Fabich & Jafunk, Fhat - Back to Life Blank & Jones, Cathy Battistessa - Let's Make People Smile Montgomery - Not Around Lovebirds - Feel the Bern Andy Pfeiler - UFS Ivan Jack - Get Lucky Tortured Soul - Always in Heaven Pomo, Harrison Brome – Intoxicated DJ Steef-You're The One For Me Tuxedo - Right Time

vibe nonstop emission dur jafunk fhat

Stay Cool #046 w/ stripess (5th February 2020)

Stay Cool

Play Episode Listen Later Feb 6, 2020 187:28

▶ Discover: @staycoolfam | @stripess ▶ Check out our releases: https://staycoolfam.bandcamp.com/ ▶ Stay Cool on YouTube: https://youtube.com/staycoolfam ▶ Support by copping merch: https://staycoolfam.bandcamp.com/merch I'm back from my social media hiatus with three hours of funk and house. Wasn't planning to play this long but the riddims got the better of me making this the longest episode in the show ever! This month I'm joined by the man @stripessmusic out of San Francisco, who's come through with a smooth house guest mix that spurred me to bring the 4/4 vibes. He's been featured on the show before and is a one to watch producer for this year so be sure to check out his music after the show. Tracklist coming soon! - seangran PS: Our fam at @radiojuicy1 have graciously given us free download codes for @coubo's brand new album Homewards, released on their label. Enter one of the below codes at https://radiojuicy.bandcamp.com/yum if you're quick enough and you'll get it free! 8fry-cb5c 2dl3-xwnw hvsn-3r84 hbqx-h47m hdrh-vap6 Tracklist: 1. Jessica Domingo - Island 2. Tay Iwar - DON'T KNOW (feat. Sute Iwar) 3. J HUS - Cucumber 4. Thrice Groove - How You Fit In 5. Noah Slee - Do That (feat. FHAT & Beau Diako) 6. Dornik - Drive (BADBADNOTGOOD Remix) 7. Komikamo - Pretty Ugly Beauty Sleep 8. Jorja Smith & Burna Boy - Be Honest (Tera Kòrá & Midas Hutch Remix) 9. Ella Mai - Boo'd Up (Vandalized Edit) 10. Amber Olivier - WHEN IT'S OVER (K, LE MAESTRO DANCE EDIT) 11. TOBi - January December (Take a Daytrip) 12. Noah Slee - Maybe (feat. Delusion) 13. Ravyn Lenae - Computer Luv (feat. Steve Lacy) 14. phony ppl - once you say hello 15. Crush - 뭐가 보여 (Close Your Eyes) (Feat. Hoody) 16. Letherette - Boosted 17. Planet Giza - You Wasn't Lyin' 18. Stimulator Jones - Give My All 19. Moo Latte - J MIGUEL 20. Jerry Folk - Another Night 21. Verzache - Summertime 22. Tom Misch - You're On My Mind 23. ROMderful - Catch Me? (feat. Jay Prince) 24. Galimatias - Blowback 25. ODIE - North Face 26. Noname - Ace 27. SOSUPERSAM - Priority 28. Santi - Maria (feat. GoldLink) 29. Franchise - Beba (Edit) 30. Blueface - Thotiana (Tera Kora & Paul Mond Remix) 31. Lotso x ODIE - Seńorita 32. Digital Mozart - Island (Koffee Edit) 33. Drake & Chris Brown - No Guidance (Krs. Edit) 34. kaosic - polaroid 35. Salami Rose Joe Louis - Cumulous Potion (For the Clouds to Sing) 36. Snoh Aalegra - All I Have 37. TALA - nothing personal 38. Slowya.roll - Liftoff 39. MXXWLL - Rooftops 40. Duñe x Crayon - Hundred Fifty Roses 41. jadu Heart & Mura Masa - U Never Call Me 42. Silo - Wisdom 43. Majid Jordan - Gave Your Love Away 44. L33 - Positive Force 45. The Jet Age of Tomorrow - 1 A.M 46. Wantigga - Motion feat. On The Fence 47. slom - drive 48. Solange - B3ltwy (Trackademicks Remix) 49. TOKiMONSTA - Thief (feat. SAINTS) 50. Anderson .Paak - What Can We Do? (feat. Nate Dogg) 51. GREGarious - Advice From The Moon 52. Mono/Poly - Sage (feat. Mean Bacharach) 53. Braxton Cook - Somewhere In Between (Swarvy Remix) 54. Pyxis - Champagne 55. SG Lewis - Sunsets (Pt. 2) 56. HONNE - Gone Are The Days (MXXWLL Remix) 57. hayake x brtrnd x falcxne - gyoza 58. Tre Samuels - Raspberry Wine 59. Frankliin - Self Love 60. Tryezz - Windows Down 61. slom - On And On 62. Dabeull - DX7 Feat. Holybrune 63. Washed Out - Hard to Say Goodbye 64. VBND - No Other Feeling 65. yada yada - sample from the sex scene in caddyshack 66. TEYMORI - Sekondi 67. NO7ICE - To the Sky 68. Promnite - Where There Is Love 69. Mikos Da Gawd - I Need Them Frequencies (ur the one) (with drew banga) 70. СПЭЙСКИД - ЛОНДОН ДРАГС 71. JR Jarris - flip it and reverse it w_ Ace 72. Alton Miller - Cool But So... 73. Lion Babe - Hot In Herre' (Main) 74. Promnite & Penthouse Penthouse - Can't See Love (Lately) 75. BB SP - Hold On 76. The Kount - Contact! 77. Cézaire - You Came In Time (ft. Phabo & Jordan Lee) 78. Alina Baraz - Trust stripess guestmix

discover san francisco heart saints sing crush clouds tracklist delusion tala day trips nate dogg jorja smith lyin stay cool goldlink steve lacy hoody jordan lee jay prince lotso jet age ella mai boo promnite fhat jr jarris

Funnel Hacking Live 2020 - The Highlights Show

Play Episode Listen Later Feb 5, 2020 25:09

A recap of my favorite moments from the last six funnel hacking live events. On this episode Russell recaps his favorite parts of all six past Funnel Hacking Live events, and gives a quick recap of this year’s event. Here are some of the awesome things you will hear in this episode: Find out why Russell didn’t want to do another Funnel Hacking Live after year three. Hear which year was Russell’s personal favorite and why. And see how he thinks this year’s event went, and where it falls on his list of favorites. So listen here to find out what Russell really thinks of the past six years of Funnel Hacking Live. ---Transcript--- What’s up, everybody? This is Russell Brunson, I want to welcome you back from Funnel Hacking Live, back to the Marketing Secrets show. Hey everyone, we just back from Funnel Hacking Live yesterday and then today I’m actually flying with my family out to Puerto Rico to hang out with a whole bunch of amazing marketers out there. And I just got this short window to sit and to message you guys. And part of me wants to sit down and do a huge recap of the entire event, which was 4 days of insanity, by far the best Funnel Hacking Live we’ve ever had, which is so crazy because every year we get done and every year the question is “How in the world are we going to make this better than last year?” There’s no way even to top it and somehow, someway, every year it keeps getting better and better and better. So anyway, without me doing a 14 hour episode kind of going into all the details of the stuff, I was thinking more about, this is our 6th event and I want to talk about just kind of the big things I got from each event, like the big takeaway’s and feelings I remember from each one. And for those who were at these events, hopefully it reminds you of that. For those who aren’t, maybe it’ll, I don’t know, who knows what will come up for you. Worst case scenario, hopefully it will get you to go and book tickets for next year’s Funnel Hacking Live. Right now tickets are on sale for I think another day, and then we pull them off the discount. I don’t know if they’ll be available or not, but if they are go to FunnelHackingLive.com and get your tickets for next year’s event in 2021 back in Nashville again. It’s going to be amazing. So with that said, so again, this is our 6th Funnel Hacking Live. The very first one, I remember it was a couple of months after we launched Clickfunnels and people in our community started gathering together and doing these little meetups, and they’d call them Hack-a-thons. Because me and Todd used to always talk about how when we launched Clickfunnels we’d go into these hack-a-thons and go into a room for a week or two weeks, drink a bunch of Redbulls and code all night. Not going to lie, I don’t know how to code, and I didn’t drink Redbulls, but they would. And I’d be sitting there trying to do marking, and I’d be doing Dream 100 and writing copy and writing emails and sales pages, all the things to get ready for this launch. So we started seeing people doing that, and they were getting together, and they were like, ‘Let’s do a hack-a-thon, who wants to meet up in San Diego? Who wants to meet up in Austin?” And we started seeing this happening and we’re like, “We should do an event.” I was actually really scared of doing an event because the last two events I had done in a prior business, one of them I had 300 people who signed up, and then only 100 showed up, which was bad. The next one we had 1200 people signed up and only 200 showed up, which was humiliating to me. The second one wasn’t my own personal event, but I was part of the community that was doing it. I remember getting there, and we’re about to open the doors, and we looked out in the hallway, and we were like, ‘There’s no way there’s 1200 people here.” So we came back and we pulled out a thousand, probably 8 or 900 chairs out of the room, and it was the worst most painful, awkward, embarrassing feeling for me ever. People came in, and there’s like 2/3rds of the room empty, no chairs, the first 3rd only had chairs. Ugh. Anyway, I was like, “I’ll never do events again.” So you know fast forward now, 3 or 4 years later we’re sitting at this thing and we’re like, ‘We should do an event.” And I’m like, “I don’t want to do an event.” And like, “If we don’t, someone else is going to start doing one in our community. It’s happening regardless, we have to do this thing.” So we finally agreed to do it. We sold tickets, we sold 600 tickets to it, it was in Las Vegas, and I remember being so scared that nobody was going to show up. And we were also giving away my Ferrari at this thing, and we were launching our Dream Car Contest. So in the room we had the Ferrari and we had a Corvette, which I ended up keeping that Corvette for a couple of years afterwards, because it was pretty awesome. But we had this event, I remember being so scared and I remember we started at noon day one. And we started at noon and I remember sitting at 11:00-11:30 sitting behind the stage scared to death that no one was going to show up. I remember peaking behind the curtain and looking out, and being blown away that we packed the room. It was packed. And I didn’t know what to do, just one of those things where you’re freaking out about everything. Anyway, the event was amazing, we started on, again, it started at noon and we did the whole, that whole day, the second day we did a whole day, and the third day we went to about noon day three, and then we were done. So literally it was like a 2 day event, because I didn’t know what else to talk about, and you know, I was not an event person. I do remember at that event was the first time we decided to launch a Clickfunnels certification program. And we were only going to have 50 people sign up for it, and it was one of the biggest table rushes I’ve ever seen. We ended up getting over a hundred people signed up for it, and we launched our certification program. I remember that event, it just, when it was done, just being so grateful. We weren’t sure if we were going to do it again, then finally decided, yeah, let’s do it again. So that was Funnel Hacking Live part one. Funnel Hacking Live part two, we decided to go to San Diego, and we thought we’d make it a little bigger, so we went from 600 seats to 1200, which I was super scared about. So we did it in San Diego, and at that event, is…let’s see how did we do it? At that event is where we launched, no we re-opened up the certification program. I think year one was $3500, year two we raised it to $8000. This is the first event we ever had a keynote speaker, so we had Marcus Lemonis come, which was so cool. And it was crazy, we did the whole event, we sold the certification program again. This time we did it differently. Darin Stevens who is a close friend of mine, he kind of showed me the way they sold things at events, so we kind of modeled his model, which basically I talked about and I had everybody leave the room, and then if they wanted to sign up they had to come back in with a $500 deposit. And then they’d come back in, and then basically what we’d do is we’d sit down and explain to them what it was, and they had the chance to pay the $8000 at that point. And I remember everybody leaving the room and being so scared like, “What if nobody comes back in?” I was hyperventilating, and freaking out. And then we opened the door for those who wanted to sign back up and we had 120-130 people come back in and we did over $1 million in sales that event, and I was just like, “Oh my gosh, this is crazy.” So that was year two. Same thing that year, I remember being scared to death no one was going to show up. That event was amazing. And the big thing I remember getting from that event, is I didn’t just have marketing teachers, like we did year number one. I brought in some personal development coaches. We had Sean Stephenson came and spoke, Marcus Lemonis who I thought was going to be a business speaker, but he was more personal development, he was amazing. We had, I’m going to blank on his name, he was a comedian, like a personal development comedian, he came and spoke and it was awesome. Yeah, that was that year. It was cool. So then, fast forward to Funnel Hacking Live 3.0, we went to Dallas, and this time we had 1300 seats, so we got a little bit bigger. We ended up selling out really fast, which was kind of, I was like, “Oh my gosh, I guess this could be bigger than we thought.” This was the first year that I ever invited Tony Robbins to speak, I was so excited and so nervous. We also shut down our certification program at that time, so we decided not to keep doing certifications, for reasons that could a be a podcast for another day. So I was like, “I need something different to sell at the event.” At each event we sell something. So we’re kind of thinking through that, and we did a couple of things. Number one, that’s where we launched Actionetics MD, the very first time. And I remember that presentation killed it, it was one of my best presentations ever. I just went onstage and we had the “We are not ConfusionSoft” t-shirts, I ripped my shirt off, and the biggest table rush ever. Tons of people signed up for that, which was awesome. But then later in the event we tried to sell the FHAT event so people would come to Boise for $10,000 and I totally screwed up that whole presentation. I think we got like 5 people to sign up and I was just devastated because the year before we did over a million dollars, and this year we did like 50 grand or something in sales. And I remember I just, it would get me bummed out because that event, oh and I remember I tried to orchestrate the event, I had a whole new idea that I thought was going to be the greatest thing ever, so I orchestrated the event to set up the sale in this certain way, and it completely bombed and we lost money at that event. I was like, we should never do this again. Especially after we spent so much money on Tony Robbins and all these things. I remember that event, and even leading up to the event, there was a couple of things, I did a presentation right before Tony and I didn’t go very well. I remember just, after that, before Tony got there, it was like, “I never want to do this again. I’m done. I’ll never do Funnel Hacking Live again.” Then Tony came out and he just killed it. It was amazing. I remember afterwards, him on stage and the entire audience stood up and started chanting my name, and I was like, “I didn’t do anything. I brought tony, but I didn’t do anything.” But because I brought Tony to them, people were chanting. I was like, ‘Oh my gosh, this is amazing.” So after that event, I remember going back and first off, I didn’t want to do it again, but we decided let’s do it one more, let’s do it again. So we did. This time we decided to go to Orlando and have 3500 people, so it got bigger, and we invited Tony back again, and he said, “Yes.” which was really, really. And this time we hired Sage Productions, which if anyone knows Barry and Blue at Sage, they are an amazing team that helps you run events but also helps you choreograph how you sell at events as well. So we changed how we did everything. And of all the events I think we’ve ever done, this was my, this was the one that was the most fulfilling for me for a lot of reasons. Number one, it was the first time we ever had the Operation Underground Railroad, we showed the Operation Toussaint video at that presentation. Tim Ballard was there, we brought everything on, and it was insanely emotional. I remember at the end of night one, day one was amazing anyway, but at the end of night one we showed the documentary and me and Tim Ballard got on stage and we’re bawling our eyes out, I was an emotional wreck. It was bad. And that was day one. Day two went off, day three went off, and then we launched the Two Comma Club X coaching program, and we were hoping to sell I think, 250 people was the goal, and night one we signed up l think 400 people. And I was just blown away. And the next day we did a re-pitch, which I’d never done before, and we had Myron Golden come up and do this re-pitch that he just kind of made up on the spot and he closed another 300 and something people. So we had 800 and something people that signed up for the coaching program that year. I remember coming off stage and Melanie my assistant was back there, and I walked up to her and she’s bawling her eyes out, I’m like, ‘What’s the matter? What’s the matter?” and she’s like, ‘Everything was just perfect.” She’s like, “We ended up raising over a million dollars for OUR, the coaching program ended up doing over 10 million dollars in sales.” It was just like, and what’s crazy is that 3 weeks earlier was the 10x event where I did 3.5 million dollars in sales. So it was like, this month was like insane. I did 3.5 million in sales in 90 minutes and then fast forward less than a month later and we did, I think it ended up being 12 million dollars in sales, 3 weeks later at our event. I was like, “this is insane.’ And to raise a million dollars for charity, and then Tony came and spoke again, it was awesome. I was just like, definitely for me, that was probably my favorite Funnel Hacking Live, personally, just because it was, I don’t know. Success from getting people to sign up for coaching, and success for a charity, it was 3500 people. It was magical. That was my event that was like the magical one. Then fast forward to last year, we decided to go to Funnel Hacking Live Nashville. And this time we grew. I think we ended up having 4300 people, if I remember right, who came to this one, it was in Nashville. Our backdrop to that was sick. We didn’t have Tony Robbins this year, and we decided to do a concert instead. So we had Lindsey Sterling at the end, and this event was amazing. I could just, all the things were awesome, and we launched, we sold the coaching program again, we didn’t sell quite as many, but it was pretty close. I think we ended up with 750 people join the coaching program during that one, which was, I think the year earlier it was 850 people, if I remember right, this was 750. It wasn’t quite as big, but it was still amazing. At the end Lindsey Sterling did a concert and I thought it was going to be cool, and it was so much cooler than I thought. It was ridiculous. The one thing I do remember is at the end of it, there was negative publicity after that event. Garret White did a really good presentation but he kind of, he uh, anyway, those who were there remember the buzz online, there was some negativity around it, we got some flack, and there was a lot of damage control. It was tough because this whole event happened and it was emotional, and it was hard to raise another million dollars for OUR, which was insane, and then leaving and that night when I’m supposed to be relaxing, I was on social defending stuff and trying to… I remember the next day, it just, I don’t know, that event was good but it just ended in a way where I was just like, “Ugh.” It just didn’t, I didn’t feel like I had a chance to rest. You know what I mean? It was like, “Ugh.” and got back in the real world and just…yeah, that event was amazing from a coaching and from a raising money thing, but it definitely wasn’t, just didn’t leave me fulfilled at the end like Orlando did. Orlando, when that ended I remember we took our kids to Disney World for the next week and I remember just being on cloud 9, where as last year we left and I just kind of had this uneasy feeling. So that’s how last year went. So this year coming into it, I was like, “Ah, I want to make sure everything is perfect. I’m so scared, so nervous.” We also this year, those who heard, we sunsetted the Two Comma Club X coaching program, and we shifted things. We are now moving the entire Clickfunnels company 100% into a software subscription business. So anything that’s not sold in subscription is basically being shut down or faded away. So the coaching program wasn’t part of the subscription. So what we basically did is we added a new tier of Clickfunnels called the Clickfunnels Collective, which starts at $1497 a month, and it gives you live phone support, gives you 9 user accounts, a bunch of other really cool things. And then when people sign up for that, they actually get the coaching program for free, which ends up being a thousand dollar a month discount from what we sold coaching at last year. Plus, they get live phone support, plus they get user accounts. So it’s literally like the best offer ever, but the hard thing is the way we had to sell it goes against everything that I personally believe. If you’ve gone through the 10x Secrets training course you know I talk about, never use phones to make orders at events, it’s the stupidest thing ever. You have to take paperwork from all these people, run to the back of the room to get the social proof, all these things. But we had these crazy limitations where we couldn’t do that because now it’s a software subscription, so people have to upgrade their Clickfunnels account, it’s the only way to get it. So we had to shift things around and it ended up doing really good. It didn’t do as good as the two years prior, but we also knew there was going to be a whole bunch of things against us because we were explaining a whole new thing, that people didn’t understand. It’s confusing, they’re not filling out order forms, they actually have to login on their phone and we have to figure out how to get internet to work with everybody. And it’s like AT&T and Sprint, or AT&T and Verizon worked in the room, but the other carriers didn’t. So then we had to go and hire, or pay 50 grand for internet access, so people who couldn’t get on could get internet. It was just kind of a stressful crazy thing. But all said and done, I think we ended up getting close to 500 people who upgraded to the new Clickfunnels Collective, which was awesome. And then the event, now I want to talk about the event. The event was amazing. All the speakers were so good. I know I had 11 presentations this year, which is the most I’ve ever done. I just get addicted to being onstage and talking to everybody. I’m like, “This is my event, I want to be onstage as much as I can.’ And it was crazy because Bart Miller helps me do my clothing, he had, I think I had 10 different costumes this year, 10 different outfits. So every time I spoke I had to change, get new clothes on, it was kind of ridiculous. But it was really, really cool. So the first couple of days I was stressed out because I was onstage so much. I didn’t get to hear all the presentations. But the ones I heard were like, they were so good. Just another caliber, another level, which was just amazing. So we had all of those. And then the last day I had a chance to sit in the audience. So I remember, day four for me was amazing because it was the only day I had a chance to listen to every word of everyone. And that day I was so proud of Heather Quisel spoke. And I knew she was going to be, I knew she was going to be really, really good, but she was beyond that. It was great, it was insane. And that was awesome, and Garret White came and spoke, and obviously I had some fear from last year, him speaking and kind of how the event left. And we talked a lot about that leading up to the event, and he came. And he’s the only speaker who spoke at all six events besides me, and it was by far his best one ever. It was so good. It just, I can’t even tell you how good it was. And I know some people left the room because he uses the F-word, and I hate that, because man, what he left was the best….I’m stuttering trying to explain how good it was. It was amazing. After that we had Tony. And this year, I don’t know if you guys saw or heard the podcast episode where Tony did the intervention with me, or watched the YouTube video, but I asked him and his team I said, “If Tony would be willing to do interventions this year, not just teach but go in the audience and actually work with people directly, that would be really, really cool.” And it’s crazy, before the event I went back there and he couldn’t even walk. He’d done a whole bunch of these different stem cell shots in his legs to try and recover the night before something, and literally his team was carrying him to the side. He was trying to warm his legs up, he’d been trying for like 5 hours to warm his legs up, he couldn’t even walk, it was crazy. I’m like, ‘Oh my gosh, how is Tony going to do this for the next 3 or 4 hours?” He’s back there trying to warm them up, and he kind of gives me a hug before I go and introduce him, and he’s literally not even standing. He’s in so much pain. So I go out there to introduce him and I’m like, what do I even do? This is crazy. I don’t even know what to do, you know. So I introduced him and he comes out, and within a minute or two his adrenaline kicked on and you couldn’t even tell. He was out there jumping and doing crazy stuff. It was amazing. He went out into the audience and did interventions with a whole bunch of people that were so powerful. And he ended up going for I think over 4-4 ½ hours, which was like, we didn’t get done til after 7. And it was the best I’ve ever seen Tony, and I’ve seen Tony a lot live, and it was the best I’ve ever seen him ever. I just loved it, it was amazing. And all the other speakers, I wish I could go deep on all of them, everybody did so good this year. That last day was special for me, because I think it was the one that I was least stressed, so I had a chance to, I wasn’t running around running the event. I was actually participating. But man, this year’s speakers were just off the charts. Everybody, it was, I could not have hoped or prayed for more. And those who were there, I know you guys just ate it up. We ended up raising money for charity, not as much as in the years past, we ended up raising, let’s see, a quarter of a million for OUR and then we had $52,000 for the quilt, so probably $350,000-ish, for OUR. And then Village Impact, we gave a check for $200 and something thousand, because every time you guys build a funnel inside of Clickfunnels, we donate a dollar to village impact, so we did a $200,000 check for that. And then we raised another $120,00 from people in the room to build wells. So it was enough to build two wells in Africa, in Kenya for kids to get water, which was awesome too. So that was the event. What else happened? There were so many cool things. But for me, it just ended really well and I felt satisfied afterwards. And it was just like, I was happy and I’m excited about the future and where things are going and our shifts and our changes. Oh, we also watched a documentary with everyone called the Two Comma Club, which was really cool. We, there were so many, if you weren’t there I’m so sorry. You guys need to come to these events, seriously. If you knew what was going on, how it would touch and effect and change your destiny from that point forward for the rest of your life, there’s no way you would miss it. Oh, and by the way, Tony Robbins did his entire presentation without swearing. Yes, it was so cool. So thank you Tony for that. A couple other speakers dropped the F-bomb, so I guess they made up for Tony. But for the most part we try to keep it as clean as possible. Anyway, so that was what’s happened the past couple of years at Funnel Hacking Live. Next year we’re coming back to Nashville. This last year we had about 4500 people, and I think next year, the capacity you get up to 5000. Just so you guys know, how far, how events work if you want to do an event in a hotel, which is a better way to do events because it’s warmer, it’s like, I don’t know you’re in a hotel and it’s awesome, about 5000 is about as many as you can get into an event in a hotel. If you go beyond that, then you have to start looking at convention centers, which are, I do not like convention centers. They’re colder, they’re like, I don’t, you go to a big huge thing, and there’s hotels around it, you have to walk to it, you lose the feeling of it. I don’t know if we’ll ever get, you know despite the fact that demand is growing, we’re over 100…well over 100,000 customers now, I don’t think we’re going to grow the venue, because I like doing the hotels and I don’t want to lose that feeling. We’ll probably just keep raising the prices. I don’t know, supply and demand, whatever it takes. Anyway, that’s my goal, at least as of right now, keep it in hotels. So we’ll have 5000 next year, I hope one of those 5000 people are you. If you knew how much stress and energy and money we put into this, man, you would do everything in your power to make sure you were at the event. Next year’s event is going to be different though. I’m not sure if I’m going to sell anything at next year’s event. We’ve talked a lot about potentially not doing it at all. Just doing 100% focusing on the teaching and training and all that kind of stuff. So I don’t know. I’m not saying we will or we won’t, but I do know that next year is going to be way different. Oh, one cool thing we did this year which was brand new is we did a session called FunnelFlix, which we, I brought a big couch onstage and me and Devon and Todd like hung out on this couch watching FunnelFlix on the big screen, and what people didn’t know, it’s cool, we’re scrolling through FunnelFlix like, “Oh, that’s a new course, what’s this.” And we click on it, and it’s like Frank Kern, you know, and all the sudden the video starts playing, it’s Frank and all the sudden, boom, the walls open and Frank Kern walks out. And no one knew Frank was coming, it was a huge surprise. People went nuts. And we had 7 or8 speakers like that, who all came up, and were all surprise guests, they came out during the FunnelFlix presentation, it was so awesome. We had so much fun. So anyway, so there’s a kind of history, re-cap of the last 5 or 6 years from my point of view. What happened, how sales went, what was good, what was bad, you know. And I think every event has been special and unique for different reasons. My personal favorite still was just the Orlando event, just because of OUR and the first time we sold coaching at that level and the feeling afterwards. But I would say this year’s event was probably my personal second favorite one. It was good. It ended so well and I was happy and everyone was happy, we served at such a high level. Speakers were better than I could ever dream for, and it was just really, really special and awesome. Anyway, I’m excited. The goal every year is how do we make this better than last year? And I’m not sure yet how to do that for next year, but I’ve got a little over a year to figure it out. So I’m here to support you guys and make sure you have an amazing time. If you don’t have your tickets yet for next year go get them at FunnelHackingLive.com. I promise you we will make this show worthwhile. With that said, thanks you guys. Have an amazing day and we’ll talk to you all soon. Bye everybody.

Extreme Ownership, Russell's Rant...

Play Episode Listen Later Oct 30, 2019 31:03

Russell goes on a rant about “extreme ownership”, mastering webinars, and a whole bunch more. On this special podcast within a podcast Russell goes on a rant about taking responsibility for your own business because he is not your savior, he is a leader. Here are some of the awesome things to look for in this episode: Find out why Russell is going on a rant about taking ownership in making your business successful. See how you can model Russell’s 12 month plan for financial success. And find out how you can get access to every single product Russell has done to be a master of the webinar. So listen here to find out why Russell decided to rant about taking responsibility for your success instead of blaming others for your failures. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets podcast. Today I’ve got a rant. Alright everybody, I hope you’re all doing amazing. As I said during the intro today, I’ve got a little bit of a rant. And this is a rant not out of being upset, more out of love for somebody who reached out to me on Instagram the other day, and said some things, and I wanted to grab the person and spot coach them on the spot and be like, “I see what’s wrong.” But instead I thought, there’s more than one person who’s got this exact same problem, so I wanted to do this as a podcast so that it will not only help her, but will help everybody. So I’m not going to tell you her name or situation or story or anything, but I’m going to kind of tell you a little bit of our conversation, I’m going to do a little bit of a rant, and hopefully it will help somebody else out there who is listening, as well as her, as well. So some of the really, really quick back story, this is somebody who has kind of popped in and out of our community a couple of times, I’ve seen her at a couple of events, she’s somebody who is definitely trying, putting forth the effort. So I am, that’s why I’m aware of her, and I’ll kind of leave it at that. She came to an event we did last year for our high end coaching clients, as a guest, I let her come and kind of attend, and I’ve seen her at Funnel Hacking Live, and a couple other spots. So I’m really excited, this looks like good things are happening, momentum is happening, so I was really excited. Then I didn’t hear anything from her for a while. And then a week or two I got a message on Instagram asking if I would help with this project she’s doing. And I didn’t, I get 8,000 messages a day on every platform, and I’m just not able to respond to everything. So unfortunately I don’t respond to most things, unless its something that really pops out. So I didn’t and then she messaged again, and she messaged again, and she was like, “What I’m selling is very similar to what Myron was talking about at this thing. Can you help me? Can you be an executive producer for this documentary I want to make?” So it kind of caught me off guard, and I responded back, in fact, let me see if I can pull up my response here, keep the recording going hopefully. So my response was, “Why don’t you just do a webinar and sell the training direct? There’s a proven model that works over and over again. It sounds like you’re trying to gamble on an unproven model, crowd funding for a TV show. Don’t try to reinvent the wheel, just follow the model that’s proven to work.” She was trying to say, “I’m doing this crowd funding thing for this TV show and I want you to be an executive producer, and it’s going to tell my story and from there we’re going to sell my course that teaches how to do this thing.” I’m just like, “Okay, you could do that, or you could do the model that’s been proven by thousands and thousands and thousands of people that we know works beyond a T, you should model the proven thing, as opposed to running down this rabbit hole on something that makes no logical sense and nobody’s ever done before, because you think it’ll be easier than doing what actually works.” So that’s what I said, and then she responded back, “My honest answer, I wrote a webinar,” Which is awesome, yeah, congratulations. “It sucked.” Yeah, it should suck, the first one you do is always going to suck. “I knew it did, so I never even launched it. Then I went to Funnel Hacking Live 2019, I joined 2 Comma Club X thinking I’d get the help I needed to write it, that didn’t happen.” So that was the thing. So I wrote back, I said, “Okay, I’m going to do a rant today inside the 2 Comma Club X group, I’m going to seem a little frustrated. It’s out of love. I won’t use your name…I’m sure other people need this. Hopefully it’s going to give you a clear road map.” And she wrote back, “I’m not in the 2 Comma Club X group anymore. They kicked me out when I put my account on pause. I have no more credit on my cards.” Okay, so I got a couple things I want to talk about tied to this. The first one is I want you to listen to how she phrased these things, because this is so, so, so essential to your success. The second you put your success on somebody else, you’ve automatically failed. If I could grab everyone of you guys and just yell this to you. Notice what she said, she said, “I joined 2 Comma Club X thinking that I’d get the help I needed to write it. That didn’t happen.” And then, “I’m not in the group, they kicked me out.” Notice in both those situations she put her success on somebody else. “I joined this so I’d get the help. That didn’t happen.” So she didn’t get the help, although the fact we’ve got 9 fulltime coaches, 4 coaches including Myron Golden, Stephen Larsen, Julie Stoian, all of which who are amazing at things. We do live calls weekly between all the coaches. The help was there, she didn’t get it. I don’t know if she thought someone was going to come to her house and write it, but she didn’t…..Its there, the people are there. You have to grab it and take it, be on every single call, go to every single event. Jump on the coaching calls, jump on the open office hours. The things are there, but she said, I didn’t get the help I needed. So I just wanted to put that out. And then, “They kicked me out.” So “I stopped paying and they kicked me out.” She’s putting her success on somebody else. The way that, if you’re taking, and I sent everyone in 2 Comma Club X Extreme Ownership, by the way, so hopefully everyone’s read that, but if you haven’t, that’s the big tweak first off. So I’d be like, my first feedback is you need to take 100% responsibility for yourself. If this was the answer, “My honest answer, I wrote a webinar, then I launched it, I tried it, it didn’t work, so I tried it again, I tried it again, tried it again, after ten times it didn’t work. Then I joined 2 Comma Club X, then I was on every single coaching call, I asked every single coach the question. I got feedback inside the groups, inside the things.” Those are the things that if she had taken personal responsibility for, those are the actions to help you have success with the webinar. It’s not a mystery. I wrote a book on it, we did the 10x Secrets training, which is inside the coaching program, we have all the coaches, all the staff, all the people, it’s a proven model. Half the people inside 2 Comma Club X are doing this thing, if you just jump in and do it, they’re there. Anyway, and then again, “They kicked me out of the account.” They didn’t kick you out of the account. You kicked yourself out of the account, you stopped paying. And I understand if you ran out of money, I totally respect that and understand that, but they did not kick you out, you kicked yourself out by not continuing to pay. It’s just like this little phrase that seems inconsequential, but it’s so freaking important. Don’t put your success on somebody else’s. Garrett White spoke at Funnel Hacking Live 3 years ago and did this whole rant about, for each of us individually he says, and one of the pieces was, “You’re a leader, not a savior.” Our job is not to save you, our job is to lead you, we are leading. How many webinars have I done? How many…inside the member’s area there’s like 15 different webinars that I’ve done that we successful that you can watch, and can watch over and over and over again. All my staff, all my coaches, all my people, everyone knows how to do webinars, the access is there. But the problem is that you wrote one, and then you thought it sucked so you never did it. Alright so, there’s the first part of the rant, it was just personal responsibility. It seems so little, but it is everything. Shifting that from, “They kicked me out. I didn’t get the help I was expecting. I didn’t…” No, no, no you have to shift that, because until you do, you will always be a victim in this situation. That’s the first piece of advice that I wanted to put out there. Now I want you to listen to the second piece of advice. And it’s funny, as I was thinking about this, this morning, it’s funny, for those of you guys that go to church, and I’m assuming it’s true in any church, but we go to church and they’re always like, “You need to pray. You need to repent. You need to do what’s right.” And you’re like, “This is the same message you keep telling me every single time.” And it’s like, it’s the same message that everyone still needs, that’s why we keep saying it. And I feel like it’s almost the same thing. Two years ago I did a podcast called, this is your business plan or business model for the next 12 months. And in there it said basically you need to do a webinar a week live, every single week, until you’re a millionaire, and if you do that every single week for a year, you’ll be successful. And that’s the next piece of advice here. Is that you said, “I wrote a webinar, it sucked. The market didn’t tell me that, I just assumed it sucked, so I stopped trying.” No, that is how you don’t have success. The way you have success is you write a sucky webinar, then you get people on the sucky webinar, you do it, and you suck. Then you look at the feedback from that sucky webinar, you make the tweaks, make it a little bit better, then you do it again, and the next time you suck a little bit less. And you keep doing that every single week for an entire year until you’re a millionaire. That’s it. It’s not that hard. That’s the model, it’s the thing that we’ve….you just…that’s…I don’t even know what to say. So I’m thinking because I did that podcast 2 1/2 – 3 years ago. The time I did it was, it’s funny because Brandon and Kaelin were launching LadyBoss at the time, and they heard that, and then they did a webinar every single week, and boom, now they’re doing like 40 or 50 million bucks this year. And I can tell you a handful of inner circle members who listened to that podcast and guess what they did? They went and boom, did these huge, built huge companies off of it. So just like if I was at church and say, “You need to pray, you need to repent, you need to do what’s right.” I’m going to do the same thing right now and I’m going to actually insert that podcast episode right here, that way you guys can go and listen to it again and realize that this is still the same message. It has not changed. My advice for the next 12 months is the same advice as it was back then for the next 12 months. You need to be doing this over and over and over and over again. So person who this podcast is specifically for, take the crappy webinar that you wrote and then do it, live. Don’t retweak it or change it or hope that somebody else is going to take your responsibility and rewrite it for you. This is your business and you’re the only one that cares about it. Therefore you’re the one that has to do the work, and you’ve got to do it. And then I would go and plug into every single group and go find people and say, “Can you listen to my webinar?” And ask people questions, and then after you do, go watch my webinar, and then watch 5 other peoples. Find Liz Benney’s webinar, or find Annie Grace’s webinar, or find Kaelin Poulin’s webinar, watch all the webinars, watch mine again. Some of the people that have had the most success webinars, told me, “Russell I’ve watched your webinar over 50 times.” 50 times! How many times have you watched my webinar? Have you dissected it? Have you written it out? Have you figured out how you would change this for your market? If not, you’re not trying hard enough, you’re putting the blame on someone else. This is your responsibility to do the hard work. It’s not my role, it’s not my team’s role, it’s not anybody else’s role except for yours. We are not your savior, we are a leader. We are leading, we are going and trailblazing and leading back everything we’re finding. Here’s all this stuff, take it. But you’ve got to be responsible for it, not me, because I don’t care about your business as much as you do. Just like nobody cared about my business when I was getting started. I can’t tell you how many times I failed over and over and over again. It wasn’t on a webinar where nobody was there. It was me failing on a stage in front of people. That is embarrassing, super embarrassing. My wife and I are broke and I’m flying across the country leaving my life with our brand new twins for three or four days, paying my own way to get there, paying for my hotel, and 4 or 5 grand in the hole, step out on stage and speak, and nobody buys. I had to call my wife that night and be like, “Hey hun, guess what?” She’s like, “How’d you do?” I’m like, “I did alright.” She’s like, “How many people bought?” I’m like, “None.” She’s like, “None?” “Yeah.” She’s like, “But how much did it cost you to get out there?” “Uh, about 3 or 4 grand in.” She’s like, “Well, why did you do that.” Because I have to learn the skill. It’s hard, it’s embarrassing, it’s frustrating. Leaving my wife and our kids and not having the money, not making a penny from the trip, losing 5 grand to go and practice onstage, standing in front of a group of 100 people, 200 people and embarrassing yourself, not having a single person move when you walk to the back of the stage, that sucks. But guess what, I did it week in and week out, week in and week out, and I would go and sit through the event for three days and watch every other presenter present, and I would take notes. What did they do? Why’d they do that? How’d they do that? How did they get people to walk to the back of the room? How’d they structure their presentation? What worked, what didn’t work? Over and over and over and over again. And now 15 years later it’s easy. But you gotta put in the work first, you gotta put in the time first. And this isn’t, and I wish I could have somebody just do my whole webinar for me, but guess what, nobody cared about it like I did. Nobody cared about my little ideas except for me. I knew they were big, I knew they were going to change the world, but I had to go out there and learn the skill. So for you, and again, this is for that one person, but this is for everybody who is listening. You need to take this personal responsibility on yourself. This is your product, this is your service, this is your business, nobody else cares about it except for you. Therefore you’re the one that needs to make it successful. Therefore if you write a crappy webinar, you don’t just stop. That’s the beginning point, we all write a crappy webinar to start. Then you go and you do it, and then you do it again, and you do it again. And it’s going to suck at first, because at first you’re going to make zero dollars. You’re probably going to spend money to get ads to show up. You’re going to be bribing people, you’re going to be spending 40 hours on Facebook in every group related to you, trying to recruit people to come to your webinar. And you’re going to get 100 people to sign up and one of them will show up and it’s going to suck, and it’s going to be embarrassing, you’re going to cry your eyes out, but that’s the path. If it was super easy guess what, everyone here would be doing a webinar every single time. It’s not so you gotta care more. And you can’t expect anyone else to care. You can’t put the blame on anyone else. Extreme ownership, it’s you. You are the only person, youl’re the one who’s stepping out into the arena and you’ve got to figure this thing out. So that’s the goal. And if you’re too shy, or you’re introverted, I get it. So am I. I hate talking to people. But if you really care about this business and your mission and stuff, then you’ve got to go out of your way to go out there and ask the questions, jump on the coaching calls, go into the facebook groups, talk to people, trade them. Say, “I’ll work for free for you if you review my webinar.” “I’ll do this for you.” Whatever it takes. It’s going to be uncomfortable and it’s going to be painful, and it’s going to suck at first, I get it. But if you really want this thing to happen, that’s the path. And if you don’t, that’s cool. Go back and do whatever you did before, I don’t care. But if this is the path, I just want to paint a really clear picture, this is not all sunshine and roses. It’s hard, it’s hard work. But nobody ever said changing the world is going to be easy. So if you really do believe in your product or your service, and you really do want to change the world for the people you’ve been called to serve, then this is the path, and you’ve got to do it over and over and over again. Alright with that said, I’m going to stop talking here for a second and have my brother go and find the podcast episode that I did, it might have been 3 or 4 years ago now, but basically it was like, if I remember right, it was December or the beginning of the year, I was coming home and I mapped it out. I said, this is the business model for the next 12 months. If you do this for the next 12 months you will be financially independent. And that, that calling, that statement, that phrase is still true today. So I’m going to post it here, the same thing I talked about in the Expert Secrets book, just because I haven’t been ringing that bell as much, doesn’t mean it’s not true. It’s still the path, still the process, still exactly what I would do if I was starting over again today, live. So I’m going to have him insert that right now and then I’ll be back here in a few seconds. Hey everyone, I hope things are going amazing for you. Heading home from the office today, and just keep getting more and more excited about how simple and stupid my plan is for next year. The angle's always world domination, and the strategy's changed so many times, but look at the people in our coaching group that have made the most amount of money, the things that have made me the most amount of money. It's all had to do with one core focus. It comes down to this. If you’re taking notes, write it down right now. If you're in a car, pull over so you can focus a 100% because this is the key. Okay, and I talked about his on my periscope, the one that I told you guys about yesterday that we did 150k sales on it. The key is having a live event every Thursday, and the one singular goal of your entire company is to get at least a thousand people a week onto that webinar. That's it. It's kind of like the whole 'apple a day keeps the doctor away'. A thousands registrants a week for your webinar keeps money flowing. We were doing the math on that. Let's just say, and I don’t have the numbers in front of me cause I'm driving, as you guys know, but say you have a thousand people a week to register. This is all sources, so Facebook, solo ads, email ads, Twitter, social media. Everything you're doing is all pushing towards this one event that's happening ever single week. You're just focusing on that. Okay, and so you're doing that. You have a thousand people to register. From that, you get thirty percent show up rate, right? That drops to three hundred who show up, and then your call to action ... Let's say you follow the perfect webinar script, if you don't follow it, you get like 1% closure. You follow the perfect webinar script, you're at 10% close rate. That means of the 330 people give you a thousand dollars from that webinar, so you just made 30,000 dollars. The math on that, let's say you should be averaging between 3 and 5 dollars per webinar registrant. Let's just say we spent 5 dollars per registrant, and we've got thousands. You pay 5 grand, and you make 30, okay. Now, what is that? If I was talking to my kids right now I'd say, "Son, you call that arbitrage, okay." I put in 5,000 dollars on Monday through Thursday. Thursday night, I get 30,000 dollars back, boom. I didn't just get that because a couple other things are going to happen. Second off, from Thursday night to Friday, Saturday, Sunday, we're going to be focusing on our replay sequence, okay. Now, there are a lot of different things you can do in a replay sequence. You can just send out the replay. You can send out urgency and scarcity we talked about a couple days ago. You can do a whole bunch of cool things, but if you do it right, you should be able to double your sales from the replay sequence, okay. Because think about it, you had 1,000 register, only 300 showed up. Only 10 percent of those people bought. You only had thirty people out of a thousand. That means you have a whole crap ton of other people haven't bought yet, and so you're job is to follow up with those people and get them to buy. Give them some urgency, some scarcity, do some cool things, maybe do a periscope, rant close Saturday night trying to get them to buy, whatever it is. You're pushing these people to take action and to give you money and to close. If you do it right, you should double your sales. That means that 30,000 now turned into 60,000. You have 5,000 dollars in, 60,000 dollars back out. You have more than 10X your money that week, which is pretty good, right? You're like sweet this is a good business. I put 5 grand in on Monday, I get 60,000 back out by Sunday at midnight. You do that every single week. Let's say that was all you did. I don't have a calculator here, and I'm not smart enough to do the math while I'm driving, but if you do that, 60 grand times 52 weeks, what's that end up being? Whatever, 3 million bucks or something, right? Your cost, 5 grand times 52 weeks, you're at 250 grand. You put in a quarter of a million bucks, you made 3 million, or whatever that is. That's a great business. That's more than most people will do ever. That's really, really exciting right there. That's the first step in this. The second thing to think about is every single week, you're adding a thousand people to your list. Okay, so by the end of the year, you have 52,000 people on your email list. These aren't normal people. People who have gone through your webinar registration funnel, seen your indoctrination series, they've been on your webinar, they've been indoctrinated, they've learned from you, they've seen you pitch. Those people will love and respect you a lot more because of that process that you went through with them. Now you've got a better quality person. If you screw this up, if you don't treat your list very well, you should be averaging at least a dollar per name, per month on your email list which means by the end of a year, you should be averaging an additional 52,000 in sales just from other exterior, I know there's a different word for that, but other things you sell that list. If you do it correctly, and you follow the whole DotComSecrets modeling, you do a value ladder, and you have upsales, and you have high ticket things, and you have other webinars and things like that, you should make a lot more than that. You should make five, or six million bucks off of that list to be a hundred percent honest. All that came from one solitary focus. One thing, the apple a day, it came from every Thursday we do a webinar, Monday through Thursday we fill that webinar, Friday through Sunday we close deals. And that is the fuel. That's the business. I just today, right before I left the office, I went on Thursdays, for me I do mine at noon, from noon until 2 o'clock, I put on recurring, and said every Thursday from now until the end of time I'm doing a webinar. Some people say, "Well do I do a new webinar every single week?" No, it's the exact same webinar. “Well Russell, shouldn't I do it automated?” No, you shouldn't, maybe someday, but right now you're going to do it live. I've done my Funnel Hacks webinar at least thirty, maybe forty times live, and I'm going to do it live every Thursday next year that I am in the office. I will automate it the days I'm not there, but I'm going to do it live. A couple reasons why. Why would you do it live? It's the same pitch Russell, it's probably word for word, and it is at this point. This is the reason why: On Thursdays when I’m doing a live webinar, guess what happens? Everyone is focused on this live webinar. Support staff’s ready, we've got people answering chat, tech guys are watching everything making sure that everything's working. We've got everyone’s focus and attention on this one event that's happening. Guess what happens when you focus on something? It's really weird. Whatever you focus on will grow. If you focus on how many leads a day you get, that will grow. If you focus how many webinar registrations you get each week, that'll grow. If you focus how much money you want, it'll grow. If you focus how much weight you want to lose, it'll grow, or you'll lose. Whatever it is on that side. There's this weird thing that whatever we focus on grows, so hey, let's focus on that, and it'll grow, and get better. We focus, everyone focuses. Thursday, this is sales day. This is the day we all focus on selling, okay. Monday through Thursday is marketing, Thursday is sales, and the rest of it is follow up. If you do that, you guys, that's the prescription for an amazing business next year. I was talking to Liz Benny, and I told her, I said, “Liz, I've seen you when you were running the webinar model consistently, you have the right numbers. Everything was working”. I told her, I was like, “I think that you can do 5 or 6 or 7 million dollars”, I have a hundred percent faith she can do it. I know she can, and she knows she can, and she's going to. Guess what she's doing? She's coming back to the same model, going back to basics, all of us. I'm doing it, my entire Inner Circle's doing it, I'm going to be sending this podcast to everyone and forcing them to listen to it because this is the basics. Again, if my son was trying it, I'd say “Son, that is the basics”. That's what we're focusing on, and if we all do that collectively, we'll change the world in our own little ways. That's what I'm doing, I hope you guys follow suit. I'm excited, and I hope you're excited, and it's going to be a lot of fun. I want to warn you, there's going to be some ups and downs. Sometimes Facebook's going to kick you off. Sometimes other ad networks won't work anymore. Sometimes you get crap leads. Sometimes your JV partners will screw you over. Sometimes no one will show up to your webinar. Sometimes the close rate won't work. Sometimes GoToWebinar will drop you, or webinar jam, or things are going to happen, and it's going to be frustrating and annoying and lame and hard, and you're going to be discouraged. Every time you get discouraged, I want you to think about the apple a day, and think about, I've got to come back. This is the focus, and every single week I'm going to get better, I'm going to get better, I'm going to get better. Maybe the first week I'm going to get ten people to register. Next week I get thirty. Next week I get fifty, and if I make that my focus, whatever we focus on, what happens? It grows. We're going to start focusing on that, and what's going to happen in the next 12 months is your business and your life will be transformed. It can't not be, and the lives of the people you're serving will be transformed. You say, Russell, this is cool, but I can't afford to buy Facebook ads right now. I don't care if you can't buy Facebook ads, go spam Facebook, okay. There's a lot of ways to get traffic for free. Go out there and do it. Write blog posts, promote them, go talk to people, do joint ventures. There's other ways to do it, and if your excuse is that I can't do it because my Facebook account got shut down. I can't do it because I don't know any JV partners. I can't do it because, fill in whatever excuse you want, that's all those things are excuses. There's a lot of people with a lot of good excuses out there, but the ones who don't have excuses, and just think, how can I figure this out? They focus on it. It's weird. What happens when you focus again? You get things done. It starts to grow. Start focusing on, what else can I do? I'm broke, I can't buy Facebook ads, what else can I do? I just saw my man Ryan from Hardcore Closer just been watching. He joined Inner Circle a while ago. I've been watching him. Just been crazy impressed with him, all the stuff he's doing, and just grateful he joined because I have a chance to see this glimpse of what he's doing and it's just been amazing. I'm watching him do these blog posts, and he's getting hundreds of thousands of millions people reading these blog posts, and it's just ... He focuses on that and it grows. I saw him post the other day how his goal of the first of the year is to get 100 thousand visitors a month, and I think now he's getting 100 thousand visitors a week, or something crazy like that. It's what you focus on grows, and he's doing that through free traffic, and he started making money, and then he started spending his money on Facebook to boost those posts, and that's the model. That's how it all works. Anyway, I hope that all makes perfect sense to you. I hope that gets you excited. I hope that it inspires you because that's the model, my friends. That's what we're focusing on here. That's how we're going to take our company from 8 figures to 9 figures and beyond. That's how you should be taking it from 6 to 7, from 7 to 8, from 5 to 6, from 0 to 5. It's the model. It's what works. It's what's working today, and there's nothing else you should be focusing on, I don't think. There you go. You've got it on a silver platter now, on a napkin, you have it in front of you. You just gotta pick it up and run with it, and if you do then I only want you to send me 10 percent of what you make. I'm just joking. All I want you to do is serve other people. Help other people, get your message out there, and hopefully you'll tell people about Click Funnels along the way because we love it, and it keeps getting better every single day. Thanks everybody. Okay everybody, so there you go. There’s the path, now you know. No more excuses. Once again, extreme ownership, this is all on you. This is all on your shoulders. Its not me, it’s not your spouse, it’s not your family, not your kids, not the market, it’s all on you. And as soon as you take personal responsibility, 100% personal responsibility, and you really buy into your own mission enough that you’re willing to do the uncomfortable things, you’re willing to lose money, you’re willing to go through the pain of jumping on the calls and talking to people and being outside your introverted self. As soon as you’re willing to do that enough, that’s when you’ll start having success. So on the softer side of the rant, I just want to say that first off, I believe in your guys. I wouldn’t keep doing this if I didn’t believe in you. I know it’s possible, I’ve seen it happen for me and for my family and for the business because I was willing to go through those painful things. So I believe in you. I know you can do it. Number two, if you’re in this, if you’re listening to me and you’re obsessed with this stuff, and you’re trying to figure it out, I believe that’s not just because of randomness. I believe that you’ve been called, and there’s people that you’ve been called to serve and it’s important. And that’s why you have this thing that keeps drawing you back, keeps pulling you back. So listen to that, that should be a guiding light that pushes you as you’re going through these growing pains. The pain of the struggle, the pain of growth because it does matter. It’s not just you you’re doing this for. I know we’re in business to make money for ourselves but that’s not why you do it. You do it because there’s people out there you’ve been called to serve, and you’ve been called to change their life. So I honor you for that. If there wasn’t you wouldn’t be listening to this, you would be paying any attention to it. So it’s worth it to learn the skill sets and to do the things you need to do to be successful. So anyway, the other resources you need, if you need more help, number one, read Extreme Ownership, I think that will help you a ton, for everybody. Number two, if you want to do webinars and really master it, if you go to FunnelFlix.com, the course is free inside of FunnelFlix, it’s my 10x Secrets course. Inside there I go and breakdown slide by slide by slide, and give you my slide. And I have like 15 webinars that I’ve done. So for all sorts of different products, you can go and watch and see me do the pitch over and over and over and over again. Stephen Larsen told me when he first tried to do his first webinar, he went and took every webinar of mine he could find, he ripped the audio, put them on an audio track and just listened to them over and over and over again, just to understand what I said, how I said it, why I said it, my language patterns and my tonality and all those things. He started modeling it, and modeling it, and modeling it, and Stephen had his first million dollar day like 2 months ago, a month and a half ago, from selling onstage and following the process. So it’s there. In fact, I even ripped the audios and put them in audiobook format for you, so you can listen to it in your car. But all that stuff is there, it’s free inside of FunnelFlix. As long as you’re, if you go to funnelflix.com and you upgrade to the platinum level of Clickfunnels you get FunnelFlix for free. And then go into the 10x secrets training course. It’s all there. Everything I’ve got, all my best trainings, all there for free for you, if go to master of webinar. I’ve tried to give you guys every tool, everything you need because again, I can’t do your business for you. I’m not a savior, I’m a leader and I’m trying to lead you. But the only thing I can do by leading is giving you, because I’m trailblazing and figuring crap out, is to turn around and give it to you as fast as I get it. So if you want to master webinars, that’s everything I got. That’s 15 years of me trailblazing for you and giving you like, here’s the script, here’s literally the powerpoints or the keynote’s slides, whatever one you want to use. Here’s 15 different times of me doing it, selling all sorts of different products and services. Here’s me, I show videos there of me doing it, I think I have 4 or 5 different people at one of our FHAT events come onstage and I would (FHAT stands for Funnel Hackathon), but people would come onstage and I would with zero notice be like, “What’s your product, what’s your service?” I’d ask them a couple of questions, I’d fill out the pitch and then I’d stand onstage and do the webinar live for them. All that stuff’s in there, it’s all there, just go to FunnelFlix.com and login, go to the 10x Secrets training course and everything’s there, there’s nothing that I hid back, it’s all in there for you. So if you want to master webinars, go and master webinars. You gotta do it over and over and over and over again. So that’s all I got you guys, it’s been a long one. I appreciate you all, thanks for listening. I believe in you, I believe in your dreams, I believe in the people that you are supposed to change. I believe that their lives are waiting for you to become who you need to become to be able to change their lives. So this is the calling for you, take personal responsibility, step up, become who you need to be to change their lives, and as you do that, everything else will take care of itself. You’ll make enough money, all these other things will fall into line, as long as you shift the focus from you to them. But it’s all on you, personal responsibility. Alright with that said, appreciate you all, thanks for everything and we’ll talk to you guys all again soon, bye everybody.

tv secrets leaving write jump shifting rant extreme heading inner circle 10x jv clickfunnels extreme ownership russell brunson myron marketing secrets lady boss expert secrets annie grace funnel hacking live kaelin dotcom secrets hardcore closer myron golden stephen larsen garrett white julie stoian funnel hacks liz benny kaelin poulin fhat comma club x funnel hackathon

SMHR 116: Chatbots For MLM

Secret MLM Hacks Radio

Play Episode Listen Later Oct 30, 2019 19:19

I'm very excited to be here today and introduce a guest and one of my good friends. We're actually partnering in a product that you might not know about. I thought it'd be cool to bring the genius behind the product itself on the show and tell you guys about it and why it's been so awesome. My guest today is one of the most sought after Chatbot builders that I know of. Even amongst the ClickFunnels inner circle, Nico is one that is consistently mentioned and pointed back to. Being able to have him on the show is a real treat. Without further ado, everybody please welcome Mister Nico Moreno. CHATBOTS FOR MLM WITH NICO MORENO How are you doing, man? Nico Moreno: Oh, I'm doing great, Steve. Thanks so much for having me. It's a pleasure to be here. I’m really honored and excited. Steve Larsen: This is awesome. Thanks for taking the time. Nico Moreno: Yeah, absolutely. Steve: I can't remember how it was we got connected… Nico Moreno: I remember, I think… Steve: Do you? Okay. You can tell the story. [chuckle] Nico Moreno: Well, I remember the first time we talked... The first time we spoke in person. It was at Funnel Hacking Live two years ago in Dallas. Steve: Yeah. Nico Moreno: I signed up for the FHAT event and I was asking you about it. I was like, "I don't know if this is right for me." And you were like, "Oh well, here's all the things to consider." That was the first time we spoke in person. Other than that, I'm not sure if we were connected before or after on Facebook… Steve: Yeah. I started thinking about ways I could use Chatbots for MLM and webinars… Things like that on the internet, and more things in the MLM space. I can't even remember who it was, but somebody in Russel's inner circle that was like, "Oh my gosh, you have got to see this guy. His name's Nico." And I started looking through your stuff, and I was like, "This guy is as psycho about Chatbots for MLM as I am about funnels, and I love that." I was like, "I need to get connected with this 'cause it's so crazy." I don't remember how it happened…. But I reached out and you said YES! THE MOST SOUGHT AFTER CHATBOTS FOR MLM For anyone who doesn't know… Nico is one of the MOST sought after Chatbot builders. He created really cool Chatbot sequences for the MLM space, specifically for our purposes. If somebody wants a sample of your product or they want to get on the phone with you, it guides them. It lets them control the conversation rather than you trying to sell them. How did you get started building chatbots? Nico Moreno: It's an interesting story… One-and-a-half - two years ago I saw that it was possible to add a Messenger Chatbot to a Facebook ad and I was like, "Oh, that's new. Okay, I'll just try it out." So I tried it out and it worked pretty well for an ad. I got some decent results. Then I started playing around with this software, ManyChat, which is the software that I use to build Chatbots for MLM. From there, I was like, "Hey, you know what? These worked pretty well for my ads, I wonder if there's a way to get people to sign up for my webinar." I've had a bunch of different Facebook groups throughout the years. But at that point, I had a decent sized Facebook group. I was like, "Hey, what if I invited people to a webinar but I had them register by clicking on my Chatbot link instead of with email?" TESTING CHATBOTS FOR A WEBINAR So I tested that… And it was partly because I was lazy. I didn't wanna set up the email sequence and I also wanted to experiment and see if it worked. So I got my Chatbot link all ready and I was like, "Hey guys, I'm doing a live webinar this Thursday. If you want to attend, click on the Chatbot link and get signed up." The results were INCREDIBLE. I can't remember the exact number… But I wanna say I had a 50%-60% show-up rate. Steve: WOW. Nico Moreno: For my LIVE webinar, which is... Steve: That's NOT normal. Nico Moreno: I didn't set up any emails for the webinar and I was getting 90%+ open rates on the Chatbot messages too. Steve: 90%? Nico Moreno: Yeah. Some were even close to 100%. It was crazy Steve: That's higher than a text message to a friend. Nico Moreno: That's so true. Sometimes you just don't respond to your friends… But people respond to Chatbots. That was the first time I really got into them. I was like, "There's something really special here. I know that all my friends in the Funnel Hacker community and ClickFunnels community do webinars too. They need to know about this." USING CHATBOTS FOR YOUR WEBINAR As you probably know the typical show-up rate for a webinar is in the 20%-30% range. Steve: Yeah, if it's super good you’ll get 20%-25%. Nico Moreno: So when I got 40%-50% from using that little Chatbot, I was like, "Holy crap. This is something that all my friends need to know about." Then I started talking about it and showing people what I had done for that webinar to get so many people showing up. A big part of your webinar strategy is the actual follow-up sequence after the webinar. Because I had such an incredible open rate on the Chatbot messages, I noticed people were buying more of the offer through the follow-up sequence. It was pretty cool. That's how I got into building Chatbots and helping other people with Chatbots for MLM. I just did it for myself and then I realized, "Wow, there is something really special here." And then I started sharing it with other people. Steve: What you were doing is NOT normal. Nico Moreno: It's so unintuitive. But at the same time, once you see it in action and once you see it behind the scenes in your ManyChat account, you're like, "Oh okay, it makes sense." CHATBOTS FOR MLM ARE BETTER THAN EMAIL It's the same overall strategy and psychology as an email sequence for webinar registrations. But it's that much BETTER because it's personalized. It lets the prospect or the lead engage with your Bot in a one-on-one way. And it's in real-time. It feels like a real-time conversation. It's like webinars on steroids. Everybody's already on Facebook. Another cool thing is the ease of transitioning people over from a Facebook ad to Facebook Messenger. It just pops up right into their Messenger inbox. A Facebook ad shows up in the newsfeed, then they click on the link, and then it pops up in a whole new tab. THEN you're getting people to enter their email address. This way is sooo much more seamless, and you keep people on the platform that they're already on. It's really, really powerful. Steve: Yeah that's powerful. You don’t have to move people to other places. By keeping them in the same place, you're gonna decrease that funnel friction. Nico Moreno: Totally. CREATING YOUR FIRST CHATBOTS FOR MLM Steve: You and I were chatting before we turned the recorder on… And you were mentioning how one of the BIGGEST false beliefs people have is that "It's technical, it's scary, it's something brand new. I gotta learn how to code." While you and I both know, it's NOT super technical. What should somebody be thinking about when they create a Chatbot for the first time? Nico Moreno: I'm glad that you brought that up because the #1 question I get in my Facebook group is, "Where do I get started?" They just feel so overwhelmed. They're like, "It's so technical. I don't know what to do. Please just help me get started." THE MANYCHAT CHATBOT The number one thing to realize is the software that I use and that I recommend to absolutely everyone, it's called ManyChat. That software does 95% of the heavy lifting. There's NO coding. When you use that software, there's ZERO coding. It's all drag and drop. It's kind of like ClickFunnels but for Bots. Of course, there's the strategy and the psychology and the marketing behind it… But as far as the tech stuff, the software does all of the hard work for you. There's NO coding. NOTHING technical. The only thing you have to do is add in the copy and edit in the actual words. You can add some emojis and make it fun. It's super easy and it's super user-friendly. If you give yourself five minutes… You’ll be able to figure it out. Steve: A whole five minutes? Nico Moreno: It's really not hard. The only hard part is getting yourself to login into ManyChat, I promise. Steve: Their Pro Plan is $10 or something, isn't it? It's super cheap. Nico Moreno: Yeah. I always recommend that people get the Pro Plan. It's only $10 per month. Super affordable and absolutely worth it with some of the cool things that you can do. It's unbelievable. USING A CHATBOT FOR ANYTHING Steve: What's some of the easiest ways someone could still use a Chatbot for MLM without having a full-blown webinar? Nico Moreno: There's a ton of different ways. If you have an e-commerce store, you can actually sell certain types of products. Facebook is a little bit strict about the types of products so you gotta read the articles and just be aware. You can sell products through Messenger and accept payments through a Messenger Bot. If you're in the e-commerce space, definitely check that out. Probably the most relevant thing right here today is, you can get people on board with your MLM opportunity. Whether it's a product or a business opportunity. Steve and I were working on something a while back that allows MLMers to get people into their Chatbot and into their world. It works like a traffic light, guiding people to take the next steps. It really takes care of that whole prospecting process for you. It'll send them to the right links and the right pages if they want a free sample of something. Or it can also guide them to take the steps if they wanna book a phone call with you. So it really can automate the whole front end process of any online business. For example: Coaching Consulting Digital products It's sooo versatile and sooo powerful. I'm on a mission to get people to realize what a big opportunity they have right underneath their noses. CHATBOTS FOR MLM Steve: You’re talking about a product called Chatbots For MLM. If you guys go to chatbotsformlm.com, you can find out more about that. In this industry, it's not always fun to go out and cold approach people. Instead, Nico has it up in such a way that when people come to you on Facebook, you can very softly pitch your people and start steering them to the places that they would choose to go without you having to say anything. Nico Moreno: Totally. THREE STEPS TO A SUCCESSFUL CHATBOT Steve: What's the easiest way for someone to get started with this? Should somebody start by selling a product, or generating the phone call? Are there patterns you've seen that cause success the fastest? Nico Moreno: Of course, it's gonna depend on what your offer or product is. I would say if you need to have a phone call in order to sell your product, that's gonna be different than just having a ‘Buy Now’ button. But the general strategy that works with Chatbots for MLM is to get people into your Chatbot. STEP 1: Get people opted into your Chatbot with an enticing, free lead magnet. It’s a similar strategy that you would use for any sales funnel. STEP 2:Once they opt-in, you can deliver that lead magnet through the Chatbot, just like you would with any email provider. STEP 3: Quickly follow up with another message that will only send after they've received a lead magnet. You can say, "Hey, I've got this other way that I can help you even more. Are you interested to hear about it?" And you can have a ‘Yes’ or a ‘No’ button. That's really cool because if they say ‘Yes’ they're basically giving you permission to tell them more about your product or offer. If they say ‘No’, then they don't feel like they're getting spammed. Steve: Yeah. They're choosing that. Nico Moreno: Yeah, totally. That's why it's so powerful. With email, they're gonna get it whether they want it or not. WHY SHOULD YOU USE CHATBOTS FOR MLM? Steve: If you’ve been reading this blog for a while, you know I talk about the three levers you can pull in this space. The things that you actually have control over. You don't own anything in MLM. You own nothing. So you have three options: #1: I can upgrade the person I'm speaking with. The WHO. #2: I can upgrade HOW I approach them in my script and in my offer to them when they join me. #3: The third thing I have control over is the actual onboarding process and everything I do to train them. What's so powerful about what Nico has created is that you get to hit the first two with just a Chatbot. You're not even doing anything. You're upgrading the WHO because they want it, instead of begging them. And you're upgrading HOW you approach that person and setting the stage before you ever try to go recruit somebody or sell them your product. That's so powerful, and it's automated. It's ridiculous. Nico Moreno: When you're doing this in person, there's a limit to how many people you can talk to per day without losing your mind. But the Chatbot can do it for as many leads as you have coming in. The Chatbot can handle it all around the clock. You never miss an opportunity. CHATBOT EXPERT NICO MORENO Steve: Where can people learn more about you and hook up with you? Let's say someone wants to hire you to do this for them. Where should they reach out? Nico Moreno: The best place to get in touch with me is Facebook. Another good place to reach out to me is nicomoreno.org. Also nicomoreno.org/chatbots. I'm gonna have all my Chatbot related stuff there. This is actually a secret page that’s not gonna be available to the public. It's only gonna be for special opportunities, like this audience. Steve: nicomoreno.org/chatbots. Thanks for taking the time and sharing some of your wisdom here. It's been awesome. Nico Moreno: I appreciate it. I'm always happy to share with your audience and always happy to work with you. All you gotta do is just commit five minutes and you'll be golden. LEARN HOW TO USE CHATBOTS FOR MLM Steve: Alright, here's the deal… Every business thrives on cash flow and leads. And without cash flow and leads the business dies, right? Hear me clearly, MLM is no different. You own a position in a business, which means you need a system in place for cash flow and leads to come to you in your down line. This is why I have Chatbots for MLM on Facebook pitching people who are talking to me on the internet. You may have heard of Chatbots For MLM before. It lets you: Qualify multiple leads at once Soft pitch people that you thought weren't interested Bring in a massive amount of leads of people that have been sitting right under your nose the whole time Go to chatbotsformlm.com to get your pre-built chatbot template now. Inside you'll get a selling template. You're also gonna get a scheduler template, you also get a pre-built lead-gen template. Every minute that goes by is another minute that your chatbot could be softly auto-pitching your everyday conversations on Facebook. Just go to chatbotsformlm.com to get your pre-built chatbot templates now.

live secret radio holy incredible hacks soft messenger bots chatbots mlm qualify russel clickfunnels buy now manychat funnel hacking live messenger bots funnelhacker mlmers steve you steve yeah fhat steve wow steve do

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

Play Episode Listen Later Jul 2, 2019 27:08

This is the process I went through to write my chapter for the new Affiliate BootCamp book... I actually didn't know that writing books would be part of the journey, but I’m here to document my journey, so I have to tell you that… When you start publishing a lot, people start to ask you to publish in other fashions as well … so, quite unexpectedly, I've found myself writing A LOT of guest chapters in some REALLY cool books. So today, I want to show the process of how I write chapters for books. ..honestly, I NEVER thought I’d be giving book writing advice ;-) BOOK WRITING ADVICE, LARSEN STYLEE Now, some of you guys may have seen this in the past, but you might get new insights on: How I write chapters Why I do write chapters in the way I do. https://media.giphy.com/media/SRlH6uLa5zI3FPBaLK/giphy.gif The chapter that I’m gonna show you is for Russell Brunson's New Affiliate Bootcamp Program - which comes with a book. Russell had a ton of us write an answer to the question: How do you become a ClickFunnels Super Affiliate and make enough money that you can do kinda what you want to in 100 days? I was like, "Oh, that's a sweet prompt." I spent most of Christmas writing it… I think you’ll enjoy seeing the process I use... 'cos I don't write crap, and it takes A LOT for me to write how I do. In fact, some people have reached out saying things like, "Stephen, you could do it faster than that!" I'm like, "Yeah maybe, but it might be way less cool!" WHY I LOVE AFFILIATE My first big money came from affiliate marketing I wanted to build a team and products when I was working at ClickFunnels, but I didn't have discretionary income or time… Working at ClickFunnels is not a 9-to-5 job - it's way more than that. I was like, "How can I crap done when I still have an actual job?” So I started droppin' out these cool little affiliate promos, and I'd make money, but I wouldn't take the money as profit… I never take money from affiliate marketing as profit. I'd go in and dump it back into hiring a team or getting a piece of a product done… I remember the first time I hired a coder to go in and code the first version of the blog for Sales Funnel Radio… I ALWAYS used affiliate cash to build my business it was NEVER my own money. I don't ever use affiliate cash for profit, it's ALWAYS an accelerant to do expensive projects I've been waiting to do. So I want to share with you what I've been doing. So check this out… I relaxed the first few days for Christmas, and then after that, I was like, "I have got to work,” like, I can't not work. It's the same method and pattern that I use to write my own book, to come up with stuff for the 30-Days chapter that I wrote. METHOD IN MAY MADNESS? First of all... I start with the main image that kinda represents EVERYTHING right from the top, and I set that at the top. (For 30-Days, I didn't draw a picture, it actually would have been easier to write.) Down the left side, I write all the major topics of what should actually be in the book. Shooting off to the right is every one of the deep-dive strategies. Next, I think through those four major topics down the side, and just start dumping in topics with legal pieces of paper: "Oh yeah, let's talk about that. Hmmm, that's about that. So is this, so is this, so is this…." I make a big stack of yellow pad papers, organize them, and take out any of them that don't make sense. … so it's a BIG process. I don't write crap. Then what I do from there is, go week by week and write it on my whiteboard. I wrote out it wants you to do it in 100 days, well 100 days is 14 weeks, so I said, "Well, this is what I'd do week by week." It's an aggressive plan, but it's very similar to what I've actually pulled off. I almost felt like I was documenting - it's not so much theory because it’s what I actually did... And I did most of it while working aggressively for somebody else - so you guys can totally do this as well - it's the reason I wrote it that way... So I went through week by week… We have the 'Who' in 'Wealth' - I'm gonna help you guys figure out where the 'who' is. Then I'll help you guys choose what kind of ClickFunnels product to promote, 'cos NOT all of them are created equal, NOT all of them create the best ClickFunnels user either. I literally went through week by week saying, “This is what I'd do.” What's fascinating to me, is that nowadays I feel like people forget... like, they build the funnel, they get the traffic, but then after that… It's almost like we've forgotten or neglected what campaigns are. It’s interesting that guys like Bill Glazer and Frank Kern talk about campaigns. Frank Kern just came out with a campaign-based book to teach this stuff - I wonder if they've noticed the same things that I have?. I was careful to NOT just teach: Here's the product Here's where you get traffic Here's where I turn ads on … it's NOT that kinda stuff at all. It assumes you have NO following It assumes you have NO money for ads … it’s basically a launch campaign and an evergreen campaign that will keep this going - and that's what's so cool and super unique about this. It’s leveraging the actual content that ClickFunnels has already created and proved works really, really well. It's a blend between what you see Russell and ClickFunnels doing, mixed with what I would do. So it's really cool, it's a HUGE shortcut to the whole game - I'm really pumped about it. FINDING YOUR ‘WHO’? The whole thing's start out by finding a money-prone 'who'. Think about this for a second… If you go to the actual homepage of clickfunnels.com - on the right side, they’ve got this cool new onboarding sequence for different industries, which asks if you’re: Agency / Freelancer Information Products E-Commerce Coaching / Consulting Network Marketing Local Small Business B2B Lead Generation Blogging / Affiliate Non-Profits Just Getting Started So you can choose, "Hey, I'm an agency/ freelancer/ e-com/ B2B,” or whatever… What I did, (and this might make some people feel a little uncomfortable or a little bit weird), but… I went through each of the10 categories and crossed off the ones that I would NOT try to sell ClickFunnels to. Yeah, I know, and it's not to make anyone mad, and I'm not saying you can't, but remember the prompt is, “How would I retire in 100 days - just selling ClickFunnels accounts,” and this is an intense prompt because obviously… Not all industries are created equal Not all industries are ready to buy Not all industries are the easiest shortest distance of sale to actually get someone to buy ClickFunnels. For example: # B2B - I love selling people the B2B space, but sometimes there's a longer length of the sales - just 'cos the deal and who you're dealing with - it can take a little bit longer to negotiate higher-ticket things. But I need 100 people, so I don't know if I'd go for the B2B space if I was going to do it in just 100 days. I'm NOT saying you can’t do it - I do sell to that space, and I do sell ClickFunnels to those spaces as well, but not in that time frame. # Network marketing - sorry but that's NOT an area that I would go to because the cash flow for so long is not big enough to justify a $97-a-month thing, (even though 97 bucks a month is nothing compared to what ClickFunnels actually does). There are several categories that would be, "WHAT! WHAT! WHAT!” to that price point... I don't want that kinda person. So at the beginning of the first week or two, I'm helping you figure out the 'who' that is money-prone enough… (... their numbers that they deal with are big enough in their industry, and the sales come frequently enough) ... so that it’s easy for them to justify a $97/ 297-a-month subscription to ClickFunnels. After that, I help you come up with a unique offer. So think about this scenario… YOU’RE UNIQUE OFFER If somebody's gonna buy something like Funnel Hacks, or Funnel Builder Secrets, or if I'm a ClickFunnels affiliate selling ClickFunnels to a specific 'who' they need to be: Money-prone Have cash frequency Enough cash coming in to justify their purchase of ClickFunnels from me easily Hit all those buttons and... it's a short distance to the sale. Russell writes scripts to break and rebuild beliefs, but he can't break and rebuild all their false beliefs. So what if I was just to pull out the false beliefs he didn't solve; solve them with my own products... and then give that away as a bonus when they buy through my link. So that's part of what weeks two/ three/ four talk about, and I'll tell you how to do that as well. Weeks five/ six/ seven/ eight, we start getting into more campaigns, and of course, I'm gonna talk about publishing a little bit in the chapter I wrote... Publishing is a way of leveraging to get a list fast - so that you go and actually sell your dream customers ClickFunnels/ Funnel Hacks (or whatever)… and then give away your bonus when people buy through you. I would not ever sell ClickFunnels straight out - ClickFunnels doesn’t even do that. I'm sure some other affiliates would disagree with me on that, and that's totally fine. It's just, for my personal strategy, I just wouldn't. I never want to spend money without the immediate chance to reclaim the cash. ...so because of that, I wanna promote a ClickFunnels product that cookies them, so they can get ClickFunnels from my affiliate link afterward. Does that make sense? ...if this sounds Greek or whatever, you guys are gonna learn more about this in the actual chapter itself. SELF PUBLISHING YOUR WAY TO CASH I never put a dollar of my own in my businesses ever. How? Well, that's what you learn in my chapter as too ;-) I'm gonna suggest that you build a summit. I'm gonna suggest that you build your own challenge ... but it's NOT challenging. The way I do it is to actually leverage what's already existing inside ClickFunnels. I've never written anything like this plan before... and I haven't seen anyone else do that either. MY SHAMELESS PITCH What I have for you now, is a special offer - check this out... It's gonna be a very light pitch, this is super easy to get, it's not an expensive thing at all… But I want to do is bribe you to go get the New Affiliate Bootcamp through my link. I'll share with what you're gonna get - 'cos it's really powerful stuff… The first thing you're gonna get when you buy the New Affiliate Bootcamp through my link… Go to makeaffiliatesgreatagain.com - Thank you, Trump!) … the first thing you're gonna see is a page that says, "Here's what you're gonna get from Russell… *A TON OF VALUE* But then as you scroll down the page you’ll see… “Here's what Stephen gonna give you," and this is the offer that's on the page… So the first thing you're gonna get is: BONUS #1: I'm actually gonna give you guys the Make Affiliates Great Again Share Funnel. I pay A LOT of money for my team to go build those things, and I'm gonna give you guys that share funnel for FREE. All you have to do is sign up and Russell will say, "Hey, thanks for signing up for the free summit - you should join The One Funnel Away Challenge, so you can learn to set up all your affiliate stuff." (You don’t just sign up for the Affiliate Bootcamp - you have to *actually go purchase* The One Funnel Away Challenge through my affiliate link… https://media.giphy.com/media/fAoIpBeHpqsR9gMIUT/giphy.gif ...then you get ALL these bonuses - which are super powerful. The next thing I'm gonna give you is… BONUS #2: My Affiliate Bootcamp audio chapter. It’s a BIG chapter I spent most of Christmas writing that thing, and it's a HUGE. It took a long time to write that chapter. Read out loud, it's about an hour and 10 minutes! I loved writing the 30-Days chapter, but this one was even more near and dear to my heart because affiliate is where my first dollar came from. What you’re learning in that chapter are true-and-tried principles. The reason why the audio chapter's cool is 'cos I give a lotta extra things that I couldn’t fit in the written chapter. There’s a lotta extra side commentary in there - it goes a little bit deeper and explains a few things more. I did get a few people who reached out and say, "Stephen, that was an intense chapter..." So, I was like, "I know, let me explain some more in the audiobook..." So that's why I did that, and it's already ready for you - it's awesome. All these things are ready for you immediately. Anyway, the next thing I wanted to give you is BONUS #3: The internal strategy video that I sent to my team - it wasn’t meant for anyone else. I sent it to my funnel builder team to teach them what we're about to build, and so it's pretty awesome. I take my whiteboard and I draw out the funnel on camera to teach my team the funnel and what we're gonna do… Here's the follow-up Here's the messaging Take these elements from these pages and go put 'em over here, and take 'em from that spot and put them over there. I was never planning on this being part of the bonus, but I thought, "How cool would that be if you could actually see a little bit behind-the-scenes of how I actually do it?" … so you’re gonna get that as well. It's a strategy video for my funnel team, but I'm actually just gonna go toss it out for you, so you can have it as well. I think it'll be really powerful for you to see how I actually handle all the funnel builds, and I'm gonna give you the chance to do that, a-right now - just go to makeaffiliatesgreatagain.com, and sign up there. The next thing I'm gonna give you… BONUS #4: I get asked to speak a lot - at the time of filming and recording this, it's June, and I spoke every single week the whole month of May. I speak a lot now, and I'm really, really pumped about all the cool things coming down… So I thought it’d be cool to give you some of my favorite speeches. It depends on the scenario, but most of the time I don't charge to speak - I'd rather sell while I'm there. So sometimes what I'll do is I'll say, "Hey, I’ll come speak if you give me the video of my speech afterward." It's not all the speeches I've ever given, but some choice ones that I've really loved doing, (especially of late), that we're just really on point, and gave people a lot of clarity. Some of the most famous little quips that I've come up with are in those speeches - and that's where I actually discovered a lot of them. So there’s some major behind-the-scenes funnel-ology in these speeches. I'm gonna give you the Funnel Hacking Live speech that I just gave - which is really cool. There's a little mini-speech I gave in 2018, we have that as well. It's a small little cut, it's pretty powerful stuff. Then Dream100 Con - I love Dana Derricks, he's a beast, he's the man - anyway I spoke at his Dream100 Con and teaching my Dream100 strategy. … see all those boxes at the back of my office? I'm not a slob... we do what I tell you to do, we're doing it right now. That's what this stuff's for - that's what Coulton's been doing right over here... Literally right before I turned this video on, that's what he was doing with all these boxes over here. So… What is my Dream 100 Strategy? How do we actually implement it? Well, I gave that whole speech and full strategy at Dream100 Con... and you guys get access to that speech. Dana is also comin' to speak at OfferMind, which I would love to have you guys come too. VIPs almost sold out, by the way, so go getcha ticket - we are super excited about that whole thing. Actually, I'm pretty sure, actually, I'm not allowed to say the next name. Hold it please! (anyway, back to speeches ;-)) Billion Dollar Body - I absolutely love Amanda and Nicholas Bayerle - such an awesome couple, a model couple in my opinion. Super, super cool, down to earth. They have a very high-ticket group, and they asked to come in and speak in a high-mountain cabin, and you get that speech as well. It's a two-hour deep-dive on market selection - pretty awesome stuff. And then, the last one that you get, as of right now, (I'm gonna keep adding as I go, 'cos I wanna collection of all the cool stage speeches I've done). But anyway, some of you guys might know Alison Prince. She is so cool - one of my favorites. She was at one of the original FHAT events that I was teaching and her business exploded after that - so fun, so fun. I’ve had a chance to work with her quite a bit, and anyways I have mad respect for her. She's helped me personally a lot. Anyways, I got a chance to speak at her Clan Con event, and I love the speech that I gave there, “Holy crap.” (That was the one where I had food poisoning in the hotel the night before) All the speeches are available for you immediately. Now, once I teach you guys how to actually do this affiliate game and my strategy behind it, (which is the point of the chapter)... How do you actually launch your offer? BONUS #5: I've included a handful of the videos I've used to launch the affiliate offers in the past. I don't consider myself a professional affiliate at all. BUT… I've been number one several times I've placed amongst the top affiliates in others I've swooped in at the last second, (with hardly any list), and placed in the top 10. I definitely have a repertoire for the affiliate game, which is hilarious, 'cos I don't consider myself a professional affiliate at all. So you're gonna find out... How I launch my affiliate offers You are gonna see me doing MORE what my chapters' teaching - cos like it's a freakin' sexy offer, right? You get ALL this for FREE if you just sign up… HERE’S HOW TO GET THIS OFFER! Go to Make Affiliates Great Again, and click 'sign up.' It'll take you over to Affiliate Bootcamp to sign up for the summit. Next Russell's gonna say, "Cool, now that you're in the summit, the next thing you should do is join The One Funnel Away challenge." If you sign up for that challenge, you will get all these things that I’m talking about for FREE. Last up… BONUS #6: I'm gonna give you guys a discount on your ticket for OfferMind. OfferMind was free last year, it's NOT free this year. There's a full blog post teaching why I used that strategy… and why OfferMind will NEVER be free again... This year, there are ONLY a thousand seats, I'm super psyched about this... Russell's gonna keynote Dana Derricks Alex Charfen Myron Golden I'm very, very pumped about it. So *YOU* get a discounted ticket to OfferMInd as well! Can I overdeliver? Is there anything else I can give you that's really freakin' cool? I want this to be talkable - I mean, this is a HUGE offer, it's ridiculous! BONUS #7: IA Five-Day Mini-Course when you opt-in you’ll get a brief crash course on how I actually play this game, and why I believe I was asked to write the chapter... ... 'cos again, I don't consider myself to be a professional affiliate - So why are they asking me? (it's free - you don't even have to buy anything at this point) The Mini-Course teaches you, some of my top tips on affiliate marketing: How I'm doing it Why we've done it Why it's worked so well Why everyone's freaking out about it. I'm really, really pumped for you to have it… THE CLASSIC STACK MOMENT Here we go. Ready! Oh, baby... Here's what you're gonna get: First, you're gonna get the Make Affiliates Great Again Share Funnel - just download it. I paid my team to build it so that you can have it for free... Value: a ton, (10,000 bucks). My Affiliate Bootcamp Audio Chapter - I spent 70 minutes going a little bit deeper on that chapter, so you can get more detail on pieces that were a little bit rough to understand. MyFunnel Team Strategy Video - this is the video that was just meant for them, so you can see the flow of how I build everything - super powerful! My Favorite Speeches - Funnel Hacking Live, Dream100, Billion Dollar Body, Clan Con. My Affiliate Offer Launch Videos - I'm gonna toss in a handful of the videos I've used to launch what I'm talking about in that chapter. A Discount OfferMind Ticket - Russell Brunson is keynoting! You‘ll need to redeem this quickly to make sure you go actually get a place because we’re running out of VIP spaces and it's gonna get full. MY Make Affiliates Great Again 5 -Day Mini-course All you gotta do is go to makeaffiliatesgreatagain.com, and sign up before the NEXT One Funnel Away Challenge…. Here’s how... Go to makeaffiliatesgreatagain.com and it’ll forward you a page where you’ll see ALL the offers. Click ‘opt-in’ and put in your email address (so that this five-day series can go to you). Next, you’ll be forwarded to the Affiliate Bootcamp to sign up Once you sign up at Affiliate Bootcamp, on the Russell on the next page is gonna be like, "Hey, now that you're in the summit, go sign up for The One Funnel Away Challenge." If you do that, you get this CRAZY offer from me - you get all the things I'm talking about right now. That's a lot of stuff right there. Just for people to be the room for the Billion Dollar Body Speech was 18 grand. I don't wanna misquote prices, but these were NOT cheap - just for the speeches. So anyway, just go to makeaffiliatesgreatagain.com, If you sign up for The One Funnel Away Challenge, you get all this… To be super clear on this…. The One Funnel Away Challenge costs $100 get… The Challenge Russell’s Offer + My bonus OFFER. Is it OK if I overdeliver - is that all right? Haha - awesome episode, right! Hey, bear with me for just a moment while I tell you about makeaffiliatesgreatagain.com. Probably one of the most fragile phases of being an entrepreneur is that tender spot where you have just enough cash coming in to get excited, but expenses also increase a little while you take on new tools and new systems, new teams. It can be heart pounding, and frankly, nerve-wracking. Well, one of the ways I've kept ownership of my companies and NEVER picked up any debt or used any of our family finances to grow the business, was through affiliate marketing. My first dollar online actually came from affiliate marketing, ONLY a few years ago. So I often get asked the question: “Steve, how can you have been bootstrapping this and scraping by so hard just a few years ago, but now have a business that makes millions in revenue?” … that's a fair question. So besides having kick butt products, when I've needed to get some extra cash for an expensive project, I have a very specific method of affiliate marketing that gets me paid to sell other people's products. You wanna see how I do it? Just go to makeaffiliatesgreatagain.com. ClickFunnels actually wants to know how I've been doing this as well… So I just wrote a chapter in ClickFunnels new book called Affiliate Bootcamp... and if you wanna see my chapter, and be shown how I treat affiliate cash in my business… …. just go to makeaffiliatesgreatagain.com You'll get a bunch of other cool stuff from me - like, the actual Make Affiliates Great Again Funnel… The one you're gonna see there - it’s pre-built - it’s awesome - and you can download it. You also get my audio chapter on how I create affiliate offers. You get the actual video of me training my team on how to build Make Affiliates Great Again - it's crazy valuable. Plus you also get several my other stage speeches. How I launched my affiliate offers… And you'll even get a discount ticket to OfferMind… + the Make Affiliates Great Again Mini-Course… Is it okay if I over deliver??? If you want ALL that for free... plus other things, literally just sign up at makeaffiliatesgreatagain.com... and then, sign up for the New Affiliate Bootcamp through my affiliate link. Go figure. My friends, get rich, give back.

christmas money donald trump radio sales holy network greek wealth offer shooting b2b vip publishing funnel hmmm vips clickfunnels russell brunson mini course frank kern strategyhow funnel hacking live one funnel away challenge nicholas bayerle billion dollar body coulton one funnel away bill glazer dana derricks alison prince funnel hacks offermind dream100 fhat affiliate bootcamp funnel builder secrets

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

Play Episode Listen Later Jun 28, 2019 49:24

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

america ceo time game google man super bowl radio sales system turning ireland putting holy dad hall of fame fortune nasa mcdonald invest bs essential matrix ceos boom navy scale unlocking math period projects momentum checking strategic guys revenue lower remove fulfillment physics evaluating evaluate king kong selecting contrast photoshop funnel documenting sweeping fuji logitech clickfunnels every business lcd us treasury larry page most improved indesign funnel hacking live alex charfen tdk memorex vei steve larsen stephen larsen entrepreneurial personality type process street charfen steve it capitalist pig steve oh cadey steve yeah alex it steve no alex so billionaire code steve so alex yeah alex you sales funnel radio annie annie steve yes fhat alex thank steve holy steve thanks stephen you stephen it steve they bob john steve wow steve which

SFR 250: Living Legends...

Play Episode Listen Later Jun 11, 2019 28:21

I have the incredible honor of speaking at Carnegie Hall in September with MARTHA STEWART, MICHAEL E GERBER, DAN KENNEDY, HAL ELROD, and other beasts. I'm beyond humbled by this. Here's the full scoop... Frankly, I just love being on stage speaking and teaching. Some of the early stages I got to talk on were Russell's - I did a lot of fulfillment for the original Two Comma Club program. Back in the day, we did something called the FHAT Event which lasted for 3 awesome, intense days. We’d go from: Day #1: 9:00am to 6:00pm Day #2: 9:00am - 1:00am(ish) - it was a long day. Day #3 :9:00am - 6:00pm By the end of the event, everyone was just exhausted. Russell did the first event because he was testing materials and seeing where we needed to change things… Then after that, he largely handed it over to me, and he just came in for a few one or two-hour guest speeches. WHAT I LOVE ABOUT ENTREPRENEUR EVENTS I remember there was this one particular FHAT event… On the second day, I took a break to grab some food and went to Russell's office to sit down. Russell was like, "How are you doing?" I was like, "Wheeew….” I was just bringing it down... and trying to relax for a second… ... THAT was a very aggressive fast-paced stage for me - I loved it. Russell goes, "How's everyone doing out there?" We’d always talk about how the audience was responding: Were they getting it? Did they understand? Which principles had tripped them up? Had we managed to bridge the gap for them? We’d chat back and forth exploring all the scenarios, but this time, when Russell asked, "So how are you doing?" I kinda paused for a second… https://media.giphy.com/media/1qXJDYI8lTG8SVhUZW/giphy.gif Russell noticed and asked, "What is it?" He may not remember this, but I said, "Dude, I can see those who are getting it and those who aren't. They're not telling me. I can see it." And he goes, "You're getting that already, huh?" I was like, "That's a thing?" Russell said, "Yeah, yeah, I can stand up at any moment and, I've been doing it so long, I can see those who are with me and who it's clicking for and those who it’s not - so I'll stop and I'll cater to those people who aren’t getting it." https://media.giphy.com/media/7YCVWDMbIWTBNuTD9c/giphy.gif I was like, "Okay, that's what that is. I'm starting to see that.” MY FAVORITE MOMENT… My favorite moment on stage, (and this may sound a little cheesy), is the moment when I see in somebody's eyes that they suddenly realize, "Oh my gosh, my capacity is greater than I thought it was and it's actually always been there." It's funny to watch as people… Have personal breakthrough moments Suddenly see the road map and things start to click. They're like, "Oh, that dream I've been going for all along is actually possible now." I don't know. I don't know how else to describe it besides that… But it's a thrill for me because you can see it happen in peoples' eyes as they listen to you. Those of you guys who educate, teach or get on stage, you know what I'm talking about. There's that moment where you can look at them, be like, "Bam, right there... I just caused the epiphany." About 6 months ago, during the Two Comma Club Cruise, I’d just finished a big session, when a guy walked up to me and goes, "You're a really dynamic speaker." People have told me that before, and I still don't know what that means... So I said, “Cool! Thank you," but what he said next made my jaw hit the ground… He looked me straight in the eyes and asked "Do you want to come speak at Carnegie Hall?" I was like, "Are you completely serious right now?" He said, "100%. We're going to see if we can get all these huge names," and I was like, "All right. Cool. Just keep me in the loop." Six months later, it's happening - it's in the bag - it's an event called Living Legends, which is extremely honoring. So I'm going to share an interview that explains EVERYTHING to you… BECOMING A CELEBRITY ENTREPRENEUR I have a very special guest… His name is Clint Arthur. Clint and I, have frankly only known each other personally for probably six months, but I am blown away and just completely floored with what he does, his skill set, and who he helps. What he does, when you're in a certain place, is completely magical and I'm very, very honored to have him on here. So Clint, thank you so much - welcome to the show. Clint: BOOM! Steve: In the middle of Carnegie Hall. What? Clint: Yeah. Steve: It's a proxy BOOM! Oh man. Clint: That's a Carnegie Hall ‘BOOM!’ for you - that's what that is. Steve: You're warming it up for us - thank you so much. Clint: Yeah, baby. Yeah, baby. Well, it's a pleasure to be with you... I met you on the cruise, I think. Steve: Yeah. Clint: The 2CCX Cruise - that was an amazing experience… Really, the best part of the whole 2CCX program was the cruise. I really believe that's because it was a special event. When you participate in special events, it's not only great for the sales funnel… it's great for sales funnels for a reason... It really does deepen the experience of the customer/client/ the person you're trying to transform their life... it opens up possibilities for people to have MORE community. So as a result of that, here we are - so great to be with you. Steve: That's so awesome. We're really honored, honestly. Now just because some of my audience may not know who you are, which is baffling... but could you tell everybody what is it that you do? Clint: I am a celebrity entrepreneur - which means: I'm the MOST famous guy that nobody's ever heard of. I’ve created systems, formulas and scientific methodology for creating celebrity positioning in the eyes of your customers and prospects. So part of that is, I have done 107 television appearances. You might have seen me on FOX Business Channel, CNN, Headline News, or The Today Show with Brooke Shields… When Brooke Shields said, "Clint, you can have all of these plans and want to scale Mount Everest, but how do you keep from falling off the track?” I said, "You've got to invest in mentors." I said it then, and I meant it… and I mean it even more now. Investing in mentors has been part of the reason why I have gotten to where I am. Part of what I've done to become a celebrity entrepreneur is to become Dan Kennedy's Info Marketer Of The Year - that's a great honor for me. It’s something that really opened things up for me in my career and deepened my relationship with Dan Kennedy as my mentor. So those are some of the things I've done. I've also written a bunch of best-selling books... My new book is called Celebrity Entrepreneurship. Some of my other best sellers include: What They Teach You At The Wharton Business School - I’m a graduate of the Wharton Business Schools entrepreneurship program. The Greatest Book Of All Time... I wrote this other book called The Last Year Of Your Life - where you live as if you're going to die at the end of the year… I told one of my friends, I'm going to add in videos and audios, it's going to be the greatest book of all time with those attached as links in the Kindle book, and he goes, "Why don't you just call it The Greatest Book of All Time?" So I did, and that became my first real big selling book… I sold 26,000 copies of that book. Steve: Wow. That's awesome. That's incredible. Clint: And it has contributed to …( I don't even think you know this…) Starting June 8th, I will be the host of a NEW talk radio show on WABC Radio in New York City called The Greatest Show of All Time. Steve: Oh my gosh. That's amazing. Just pushing straight on in there. That's incredible. Now, actually, it was Peng Joon I started talking to about what it is that you do, and everything… He was talking about just how incredible your stuff is and how amazing it is. Why is it important to eventually become a celebrity entrepreneur for your audience? Clint: Well, I say on the back of my book that entrepreneurs struggle because they think that people are buying their products and services, but really people are buying you. Who you are is more important than what you actually do. ...especially if you're selling a product or service that's similar or equivalent to others that are in the marketplace... The only difference is you. If you're a financial advisor/ a realtor/ a doctor, or selling any kind of widget, there's a similar widget to what you sell - the main difference is who you are. HOW TO BE A SUCCESSFUL ENTREPRENEUR… What I do as a celebrity entrepreneur is help my clients position themselves as celebrities in the eyes of their customers and prospects.. and that's really using marketing on your personal brand. That's what *this* is all about. … and that makes all the difference in the world because people are NOT buying your widgets; they're buying you. Steve: Absolutely. I just so appreciate you taking that angle on it too. There are a few places I've spoken at... where it's only been about getting authority for authority's sake, but you're saying let's get it so it pushes the message and the product more… … because that's what they're gonna be buying anyway. I love that. I'm very, very thankful for that. It's awesome. How did you get started doing this? There are gonna be a lot of questions revolving around ... This is not something that my audience is gonna be very familiar with. Clint: Hey, I started out as an entrepreneur selling butter. Steve: Really? Clint: Yeah, really. That's really where this all began. I was selling portion controlled butter in Las Vegas to hotels and casinos. So if you've ever eaten bread and butter at Bellagio in Las Vegas, thank you for helping to put my daughter through the University of Southern California… For a long time, pretty much every piece of bread at Bellagio was buttered with Five Star Butter, which is my company. What happened was a lot of these celebrity chefs starting coming in: Bobby Flay, Gordon Ramsay, Emeril... and I wanted to get the celebrity chefs, so I came up with this idea… What if I could be a judge on Iron Chef America and make myself a celebrity butter expert, not just the guy selling butter? I talked the producers of Iron Chef America into making me the judge of Battle Butter... (you can watch that episode on my website, fivestarbutter.com and see me judging Battle Butter). That was the beginning of my celebrity positioning as an expert. Now, I tell you what, it changes things when you become a celebrity expert in what you do, it really does. THIS WILL BLOW YOUR MIND I heard a statistic that: The number one top celebrity in the marketplace gets 50% of all the revenues. The number two celebrity in the marketplace gets the next 25% of the revenues. Number three, through infinity, split the remaining 25%. That's why, if you're not the number one top celebrity, you are surviving on crumbs while everybody who you admire is feasting on giant pieces of pie. For example, Tony Robbins, Date With Destiny… Date With Destiny alone represents 10% of the entire live event seminar industry in its revenue. Steve: Oh my gosh. Clint: If you do the math, which I have, you will see that just that one event is 10% of all live seminar tickets. Steve: Geeze. I had no idea. Clint: Because he's the number one guy ... And here's the funny part… Go into any bank in America and ask the teller, "Do you know who Tony Robbins is?" … they're going to say ``No,” because he's NOT a real celebrity - He's a celebrity entrepreneur. The same thing goes for Grant Cardone, who everybody worships… I will show you videos where I'm doing seminars with financial advisors and I'd say, "Anybody recognize this guy?" Not one hand goes up. Nobody knows who he is because they're NOT his customers or prospects... and yet two months ago, he filled up Marlin Stadium... And most of the people watching this video know exactly what I'm talking about. Steve: OH, YEAH. Clint: When you're a celebrity entrepreneur, (which is something that I pioneered, systematized and scientifically analyzed how do you do it), you're a god to your customers and prospects… ... but the rest of the world doesn't know who you are. And that's what I help my clients to do. Steve: It seems extremely magical sitting on this side of the screen listening to that. That's impressive. That’s so, so amazing. Now, what should somebody do if they're trying to get started as celebrity entrepreneur? Clint: Okay. Well, the important thing to understand is that there's no time that’s too soon. The sooner you start building your positioning as a celebrity in the eyes of your customers and prospects, the better off you are... because the product you're selling is irrelevant. A lot of people come to me and say, "I don't have a product yet. I don't have a book yet. I don't have this data or anything yet, " and I just say; “But you have you. You're already you. And you're always going to be you so you might as well start building your personal brand." Really, there are five ways to do it. Television is the most powerful way. I'm not saying you have to go on Good Morning America first - that's a mistake. Don't go on Good Morning America first, go on little tiny local TV shows first. Then the second great way to do it is by becoming a speaker. I wanted to meet you, Steve, because you're such a great speaker… I don't know if you've always been, but I doubt you've always been… I’ve personally found that speaking is an acquired skill. You have to learn how to be a great speaker - so there's no time that's too soon to start learning that, is there? So go out there and start learning how to speak and start speaking in important places - the second part of my formula is to become a VIP speaker speaking in very important places. The third part is one of my favorite things, celebrity attachment. That's taking photos with famous people, and anybody who goes to my website will see I'm in photos with all kinds of famous people from Brooke Shields to Caitlin Jenner - Ringo Star to Mike Tyson - Hilary and Donald Trump. I don't care. I'm an equal opportunity celebrity selfie slut. The more famous they are, the more I like it. That's it. Part four my formula for celebrity entrepreneurship is to be a best selling author. I've already dropped some of my best selling book titles on you guys. The fifth part is to be an award winner - Win Awards! I told you right in the beginning, I was Dan Kennedy's ‘Info Marketer of The Year,’ and you, as an entrepreneur, need to figure out how you can win awards too. Steve: That's amazing... TV Speaker Celebrity Attachment Best Selling Author Award Winner Clint: Ideally you want to win an Academy Award, but if you don't have an Academy Award, then you've got to win something else. You won a Two Comma Club X award, you won a Two Comma Club award - whatever you can get! The better it is, the better it's going to be… You put all those steps together and you’ve radically transformed your positioning in the eyes of your customers and prospects. Ultimately you want to accomplish each of those things. Steve: That is insanely valuable. I hope everyone's enjoying that. I can't put it off anymore… Where are you standing... and why are we talking about it right now? I can't even hold it back… CARNEGIE HALLClint: Right now I'm in the lobby at Carnegie Hall in New York City. Steve: Oh! Clint: Yeah! And the reason why I'm in the lobby of Carnegie Hall in New York City is that I just finished my meeting with the production manager, the stage manager, the person who did all the contracts for my first of its kind entrepreneurial conference at Carnegie Hall. They've never had an event like this before… “It's so unique, Clint. We've never had anything like this, Clint. We're so excited. We can't wait to sit in on and see some of the people that are going to be ... You're really going to have Martha Stewart at your conference?" Yes. I'm really having Martha Stewart at this conference. "You're really going to have Coco and Ice-T?" Yes. Ice-T and Coco are really going to be there. "You're really going to have Scorpion - the guy who produced five seasons of the TV show Scorpion for CBS? My dad loves Scorpion." Steve: That's a good show. Clint: That's what the lady said. I'm like, “Yeah, Scorpion himself. You're going to be able to pick the brain of the smartest man on earth. Imagine what you're going to find in there.” Albert Einstein previously spoke at Carnegie Hall. His IQ was 160. Scorpion's IQ is 197. Steve: Holy Cow! Clint: ...and who else is going to be speaking there? Dan Kennedy will be speaking at this conference. Michael Gerber, the author of The E-Myth, number one New York Times best-selling book for years and years and years ….he’s changed so many entrepreneurs' lives. Michael will be doing multiple days of speaking at this event, including the hot seats on the stage. Amazing. Who else? Jerry from Ben and Jerry's ice cream, the founder. So look at this… You've got Martha Stewart who turned herself into a household name... Then you've got a guy who turned cream and sugar into a household product. Right? Steve: Yeah. Clint: Who else is going to be here? Oh, Hal Elrod, ‘Miracle Morning’. Are you familiar with that book? Steve: Very. Yep. Got that and the journal right here. Clint: Right? Self-publishing phenomenon. By the way, he's one of my students. Steve: Oh, cool. Clint: He couldn't afford to come to my Celebrity Launch Pad TV Publicity Transformation Event. He registered, and then he calls me the next day and goes, "Clint, I'm really sorry. I talked it over with Ursula and we really just can't afford it." I'm like, "Wrong. I'm going to make it possible for you to do it. We're going to come up with a payment plan and you are coming on Celebrity Launch Pad." He booked himself on 13 shows I have the video of him, and he's like, "Any time I'm being considered for a speaking gig, I send them my TV appearances for them to evaluate me because it separates me so much from everybody else who's trying to get those same speaking gigs." Anyway, he's one of my students and he will be speaking there. Who else is going to be speaking there? Princess Marianne Parker, another one of my students. She transformed herself from a Bulgarian peasant to the princess of etiquette. She's going to tell you how etiquette saved her life and made her wealthy. And who else is going to be speaking there? This guy named Steve. Steve: I heard he had big eyes and he’s probably gonna yell a lot. He's gonna drop a few ‘BOOMS!’ in the Carnegie Hall. Oh! Clint: This event is called The Living Legends of Entrepreneurial Marketing. This man, Steve, built 500+ funnels for Russell Brunson and ClickFunnels. How freaking legendary is that? Unbelievable. I'm really excited to have you join us on the main stage for two sessions of dropping booms all over Carnegie Hall. I'm really excited to share you with my audience because you're such an amazing speaker man. Dude, you are an amazing speaker. I love you and I'm excited to share you with all of my friends who are going to be coming to this event. HERE COMES THE SCARCITY & URGENCY There are only 600 tickets total for this event. Steve: Holy smokes. Clint: Super special. Super special event. Tickets are available and people should be getting their tickets as soon as they can. Steve: That's awesome. Hey, so what are the dates so people know? Clint: September 26th/ 27th/ 28th in New York City at Carnegie Hall. Yeah, the one, the only Carnegie Hall. That's right. Steve: The actual Carnegie Hall. Clint: Yeah, the actual one! You know who's spoken in here besides Albert Einstein? This is the coolest. In 1906, Mark Twain gave his last lecture at Carnegie Hall. I've asked Dan Kennedy to come and give his last lecture. I said, "Dan, if you were going to die and you knew you were going to die and your kid came to you and said, ‘Dad, what should I do to thrive as an entrepreneur?’ that's what I want you to share with the audience." That's what Michael Gerber is going to share. That's what Martha Stewart's going to share, Ice-T, Coco, Scorpion, everybody. You too. What is the magic sauce to thrive as an entrepreneur? I'm so excited to hear what everybody has to say. Steve: Yeah. I just, I can't even tell you how stoked I am. When you asked ... I was trying to ... “Oh, yeah, no, I'll be there, Clint. Yeah. Let me check. Yeah, no, I can be there.” Then I hung up and I just started yelling. I'm so excited, man. Thank you so much. Very excited for it. And you guys, you can go to seestevelive.com and it will take you over to the tickets - so you guys can go get booked up. Only 600 tickets, guys. That is NOT many. Go get one - especially for all those names. Clint: There's not 600 left... I've already been selling tickets. Steve: Oh, really? Clint: A lot of the VIP and Elite Tickets are already taken. There are different levels… There's general admission - if you just want to come and you're scraping it together to make it. Step up and show up for this thing - it will change your life. Going to events really does change you. Steve: Yeah, it does. Clint: You told the story of going to your first Russell Brunson's ClickFunnels Live and how that changed your whole freaking life. Steve: Yeah, everything. Clint: Well, that's what's going to happen here. Where was that ClickFunnels live? Somewhere in Orlando? Steve: Yeah. San Diego, actually. Yeah. Yeah. It's far. Clint: San Diego. Dude... This event is at Carnegie Hall with Martha Stewart, Dan Kennedy, Michael Gerber, you and Scorpion, the smartest man in the world. You see, what people don't understand is that the venue changes the event. You can have the same performers, one of them performing, one time performing here and the next time performing at some arena someplace. You're going to get a much more intense performance at Carnegie Hall because the venue brings out the power from the performer. The performers rise up to the venue. You know who else has spoken in Carnegie Hall? Aside from Albert Einstein and Mark Twain, we had… Franklin Delano Roosevelt Elenor Roosevelt Teddy Roosevelt Martin Luther King Ernest Hemingway Groucho Marx Andy Kaufman Jerry Seinfeld The Beatles Frank Sinatra Liza Minnelli If you have been a living legend, you've performed at this venue. ...and that's why I selected it. That's why I'm paying the big money to get it. That's why I'm paying the big money to have all these incredible names come and share their last lectures with my audience to change entrepreneurs' lives and their vision of what's possible in the future. Steve: Man. I'm not going to stop press and record. This is so awesome. Holy smokes! I'm so psyched about it. So September 26th through 28th. Literally Carnegie Hall! Obviously, New York City. 600 people. Go to seestevelive.com. and it’ll take you right over there. Anyways, Clint, thank you so much for being on here. I really appreciate you being on. I can't even explain what kind of an honor this is. Clint: I'm so excited to be doing this. I have a testimony on my website from Peng Joon, because he came and spoke at one of my events at NASDAQ, and he said: "Clint specializes in creating experiences." That's really what I do... and that's what I've created here: The experience of this unique first time ever entrepreneurial conference in this venue is going to be historical, life-changing, and career changing, and you don't want to miss it I'm looking forward to sharing it with you, all of your friends and your audience; September 26th, 27th, and 28th. Thanks, Steve. Steve: Oh, sir, thank you so much. Appreciate it. We will see you there. BOOM! SEE STEVE LIVE So several years ago, I walked by a stage in a basketball stadium. It was my college campus and I was deeply concerned with what I wanted to do in my life. For some reason, I looked at the stage and thought, "Huh, one day I wanna be on stage. I wanna be an entrepreneur and I wanna buy and sell companies." Well, while the last one hasn't happened ... yet, Muahaha... stage and entrepreneurship have. And as my business has grown and my message has spread, a frequent question I'm asked is, "Steve, what stage will you be on next?" Now I totally get that this feels, maybe, a little conceited here... But considering my childhood fear of speaking up, being heard, extreme lack of self-confidence, and getting in front of people, back in my growing up days, I feel satisfied. I thought I'd tell you where I'll be in the world coming up. And funny enough, just literally go over to seestevelive.com, and it'll forward you to the next place. I love stage and it's one of my biggest things to look forward to in my current role in my business. From little 10 person masterminds all the way to gigantic 5000 person events - from free seats to paid events - events have always been one of the ways I can deliver the MOST value and get the greatest “AHA’s” in the shortest amount of time. Just come say hi, and go over to seestevelive.com.

america tv university new york city donald trump las vegas new york times radio sales holy dad investing san diego cnn boom television tickets academy awards vip albert einstein mount everest tony robbins kindle coco iq today show good morning america clint unbelievable nasdaq aha mark twain bam funnel scorpion martha stewart gordon ramsay grant cardone carnegie hall ice t bulgarian miracle morning hal elrod clickfunnels russell brunson living legends greatest show booms e myth brooke shields dan kennedy michael gerber bobby flay michael e gerber bellagio headline news iron chef america emeril clint arthur two comma club fox business channel wabc radio steve it peng joon steve you steve oh entrepreneurial marketing steve yeah wheeew fhat steve holy two comma club x steve wow steve man steve absolutely clint you

SFR 244: Offer Or Die...

Play Episode Listen Later May 21, 2019 31:32

I'm going to show you a deep look into the top of my Value Ladder and the offer we're selling there (and why)... We're in a marketing economy where customer success equals the future of our companies. … so if you can't get success for those who buy from you... you're gonna die. So one of the questions I ask myself is: How can I get faster results for those who purchase from me? My answer is LIVE EVENTS… but not any ole live event - I’m talkin’ something SPECIAL… In two days from the publication of this article, I’m gonna be running my first high-ticket event, OfferLab … And I thought I'd tell you what it is… and why I know that it’s gonna get AMAZING results for people. First, let me tell you why I LOVE live events sooo much! EVENT MAGIC There's something to good Live events that makes them extraordinary If somebody's willing to schedule a time to come to a live event... i.e., Get the babysitter Take off work or their own business Organize the flight and the hotel room Take the time to show up ....that's NOT the same kind of individual as someone who wants to download a member's area, and just consume content in their basement. You know what I'm saying? It's just NOT the same kind of person. The more workshop style events are the ones that I appreciate going to the most. I don't just want to be spoken at... Even OfferMind is not just a ‘let's just listen to Stephen speak for three days event,’ I hate that. I'm there to network... but it's NOT why I go. I'm there to learn… but I'm NOT there to be spoken at. I really wanna do things at events that are hard to pull off on my own or that would take me a huge amount of time or money to learn on my own. I think this workshop-style approach was part of the reason why FHAT was so successful back in the day. THE FHAT EFFECT! The FHAT events were small groups of 60-ish people. It was an expensive room - people would pay 15 to 30 grand for three days. First, Russell ran the event... and then eventually, I had the privilege and the honor of running it for him. So people would work with me during the day and then Russell would do spot training in the evening. It was a really powerful event. Eventually, I began to notice this weird phenomenon, ( I didn't expect this at all), but without fail, the fastest success stories ALWAYS came from people in the FHAT event. I'm sure there were anomalies, but that was the general pattern. That was a powerful lesson for me because I started realizing ‘the role of the event.’ A lot of people were already successful... or they were brand new and serious… But I think one of the reasons why the FHAT success rate was so high had less to do with whether someone was already successful… and MORE to do with *INTENT* It was the reason why they showed up in the room. The FHAT Event was fast, furious and very focused... it was a workshop style three straight days... and by the end, people had tangible results: “Sweet, I got my sales message.” “Awesome, I got my offer.” “Cool, here's my funnel.” And for what we didn't get done there was a ton of easy pre-built things for them to use... . We specifically focused on all the things that are very hard to do on your own. THE DEATH OF FHAT The FHAT event doesn't run anymore... and here's been this hole in my heart ever since. I can’t bring the FHAT event back because it's NOT my event (it's a ClickFunnels/ Russell Brunson event), but I've always wanted to have a similar event of my own… But I wanted to bring it back in a very different way… I’m talkin’ Larsen style 2.0. INTRODUCING OFFERLAB... OfferLab is happening on May 23rd, 24th, and 25th - it's something I'm only doing twice a year - so far, I don't see a reason to do it more than that. At its core, OfferLab is a workshop event. Now, I know that's nothing new... but stay with me ;-) OFFERLAB DAY#1: After the first Funnel Hackathon event, Russell and I realized that people needed to go through a whole bunch of stuff before they showed up to the event… Otherwise, we just ended up re-teaching all the stuff that was in the member's area. I don't want to do that. Why would you come to an event where I'm just gonna teach you the same stuff that you had inside of a members area? Sooo… Day #1 is a recap and a spot-check - people already gone through an in-depth 90-page workbook. The last thing anyone needs is MORE content - so the workbook is focused teachings with specific outputs that build upon each other. I want to check that people know: Who they’re selling to What they’re selling The core problem they solve Their core offer It’s a lot of the foundation pieces that most people skip when they're doing any kind of offer creation. I'm finding that I can't teach offer creation without going into market selection. I don't know how it works otherwise? I don't know how to do it without that key piece. The first thing I need to go through is market selection. Before I even think about: An Offer A Sales Message The Funnel How to launch ... ahead of time, I need to know the market selection and positioning. It’s a much broader, high level, 30,000 view that massively affects the kind of Offer I build launch campaign I run I need to know all that other stuff, but it comes after I discover market selection and positioning. So Day #1 is about; it's market selection, and we go through what the core problem is… It's aggressive... and we go late into the night, but at the end of Day #1, everyone is gonna be very clear on: What market they serve The red ocean they're coming out of Their blue ocean and the scaffolding to build it The core problem that they solve (most people can't even name the problem they're solving in their business. Baffling, right?) The core offer and how to build it and likely it will be built. But it gets EVEN Cooler! GETTING RESULTS I started thinking, “Okay, but a lot of people run events like that... “I'm Steve Larsen, baby! How can I make this different to what everyone else does?” So we did a little brainstorming session… I started to think about where people got stuck at the FHAT event… We’d help people to: Build their webinar slides - which was so cool. I mean, it was so unique. Give 'em things for the funnel Put together their offer Think through a lot of their positioning inside of the market. BUT… One of the things I noticed that people struggled with after they had those things - was when the rubber meets the road at the launch… At that point, most people can't just push that baby outta the door… … which leads me to Day #2! OFFERLAB DAY#2 Day #2 is all about Lucrative Launch Campaigns... I'm specifically focusing on the most lucrative styles of launch campaigns that I see over and over again, regardless of what they sell/ industry/ product/ price point/ online/ or offline… What are the launches that pretty much always GUARANTEE a win? I love Jeff Walker, he has ‘Launch’... but that's teaching one specific style of launch. The book Ask by Ryan Levesque, (love the book), that's really one style of launch too. Those are great ways to launch, but there are lots of other ways too. I just used a bunch of different launches myself… So on Day #2, I'm gonna teach launch strategies - ‘now that you know the core of your business, who gives a crap unless you can cash flow on it.’ Cash isn't king, cash flow is king. So taking the core offer that they’ve built - what's the quickest way to cash? That's all I care about now! Now it's time to make money. Right now, of the 30-ish people coming to OfferLab - about half are new and about half have an existing business. That's the beauty of what I've chosen to teach… It's NOT just for somebody who is a killer with an existing business - it's for EVERYONE. LUCRATIVE LAUNCH TO EVERGREEN There are two different types of campaigns… The Launch Campaign The Evergreen Campaign Most people run straight to the Evergreen Campaign and just turn on Facebook ads. There's nothing wrong with that, however, you stumble over a ton of cash if you skip the Launch Campaign - they're very different creatures. So on Day #2, we cover… Here's how to have a lucrative launch campaign Easy ways to turn on Evergreen-style campaigns. MY CONTENT MACHINE However… The thing I'm most excited about on Day #2 is the insane deep dive on my content machine. … there's a lot to it. There's far more to my content machine than, ‘let's just repurpose this stuff and publish it all over the place.’ If you guys really watch what I'm doing with content...(it makes me sound conceited)... it's freakin' cool. I'm gonna go into insane depths about my content machine and actually help people to create their own… I understand that a lot of people are gonna be scared to publish. I get it - I was too. I know a lot of people are gonna be scared to repurpose... I get it. I know a lot of 'em are gonna be like, “...but Stephen, you're spending 20 grand a month on your content machine. Do I have to do that?” *NO YOU DON’T* We can help everyone implement - no matter where they are... Now, this is as far as I thought through when I first started selling this program, but I was like, ‘...it lacks a certain pizzazz.’ RED TEAM/ BLUE TEAMI think one of the best things anyone can do with their offer is to play devil's advocate. It’s time to look at your business and ask: “Why does my business suck?” “What are the things that can be improved?” I never look at my business like it's perfect - there's always something wrong with the baby, right? I look in my business and ask: What’s not good? Why would I NOT buy my own thing? What’s lacking sexiness?” That's one of my secret weapons. I Red Team/ Blue Team my stuff all the time - I didn't realize that's what it was called until I heard Tim Ferriss say that in an interview once. In the army, we'd call it War-Gaming - one side attacks while the other defends. You go as hard as you can at each other... It's interesting what you learn when you Red team/ Blue team your stuff - There’s a similar scenario that comes from the coding world as well: I'm gonna try to hack your stuff I'm gonna try and defend it ...who wins? CREATING INSIGHTOne of my favorite things is to put headphones on and listen to a playlist I have called Insight Music - I just walk around thinking… I like to brainstorm; there's not necessarily a topic. It's one of my favorite things on the entire planet to do. I can't wait until I have more business structures built inside of my company so I'm doing that all the time. That's where my zone of genius comes out. Anyway, I did that for OfferLab - I was like, “What else could we do?” … and then it came to me! The thing I hate about most events is that when they’re finished I can't say, ‘This is what the event helped me to create.’ A lot of times, I don't know what the outcomes from me having gone to the event are? That was my biggest fear with OfferMind. I believe that one of the reasons why OfferMind has been so successful already was because I focused on what you’d be equipped with when you leave. I want you to be able to say: “This is what happened.” “This is what I've done.” “This is why things are different.” “The common denominator just changed.” “Things actually upgraded.” All ships rose because I went to that event.” … and I definitely want that for OfferLab too. So I was thinking about how to create an event that people walk away from saying: “This is what I did. This is why it was all worth it?” So what we decided to add Day #3… OFFERLAB DAY #3 It was ALWAYS frustrating to me whenever I'd see some successful guru something achieving. I'd be like, “Well, of course, they can do that, they have… A List A video person that's awesome. Thousands of dollars to spend on awesome headshots. I felt so outclassed. I couldn't function, I couldn't perform or compete in this space… It was a false belief, but it was my belief. ...and maybe you've been there? If you're like, “Well, I can't compete because it's Steve Larsen.” Man, I wasn't Steve Larsen until two and a half years ago. … so I get it! So what could I do? How could I arm people to overcome that limitation? If the whole goal of OfferLab is to increase the value of one's core offer or help build a core offer - what can I give them inside of their core offer that’ll be a massive, huge accelerant? Does the sale depend on a logo? No, but what if I helped them get one? Does the sale depend on professional headshots? Absolutely not, but what if I was to help them get that? It's cool to have the nice splash graphic, even though it's NOT why they buy - it does help. So I've been listing a bunch of cool assets … they are NOT the reason the sale happens but they are still assets. It's still nice to have a cool logo - even though it's not what cause the sale. So there are all these assets that I felt outclassed because I didn't have; what if day three was asset day? So that's what we're doing… ASSET DAY I went through all the people who do my... Headshots Videos Logos Motion graphics Images A lot of design styled stuff … all the stuff that makes this Core Offer come alive. We're putting everyone into a limo, (I can't remember what kind it is, but it's BIG) and driving them to see all these people. I grew up in Denver, Colorado; I would never have guessed that Boise, Idaho has this much tech... but it really does. ClickBank is here... Bodybuilding.com is here... ClickFunnels, obviously - it’s a very entrepreneurial space. I'm not gonna lie, I was like, “Boise, Idaho? I had potatoes yesterday.” I had no idea... A lot of the times I'd be watching Russell create assets and before that, I didn't even know that I should think about having someone to do that for me... It’s been cool is to list out all the assets that I see most new entrepreneurs or existing entrepreneurs want. And even though it's NOT the thing that makes the sale - a lot of times it's what gives the new one's confidence. So for the first half of the day, I'm actually gonna take people to… Get their headshot Tell their origin story on a beautiful camera Get their logo done Have a splash graphic done … all the assets that really help the core offer. It's less about making it sell, (I didn't have any of that crap beforehand), and more about confidence for the entrepreneur, whether they're new or existing. MEET MY CONTENT TEAM… Then I was like, “Okay, how can we make it even sexier? One more step of awesome.” When I was studying to become an officer in the army, a very common style of training was the round robin. Station #1: you're gonna learn grenade throwing. Station #2: you're gonna practice buddy-bounding, (one guy shoots, you run forward, and then you shoot to keep him forward). Station #3: you're gonna focus on how to call for Medivac. They're only 15-20 minutes stations, but in two or three hours, you get this baptism in each one skill set. Then the next week, you did the same thing until you got better and better. I was like, what if we did something similar? So I invited my entire Content Team to come and round-robin for 15-minute fast spot-check coaching session - it's like speed dating. That's a freakin' massive deal! They will look at your content and say, “This is the reason why your Instagram isn't growing.” BOOM! ...then you get back up and you go to the next person and they look at your ad account or at your platform... “Hey, this is the obvious sore thumb - just change that.” How sick would that be! MY HERO TEAM Then I thought… “What if I had my hero team come in?” So you have NOT just the content team, but the actual people who help me set up other aspects of the business. The people who... Spot-check systems in my business Run my finances When I first started in this game I felt like “I'm not gonna make it. I don't know who the best of the best is?” That was my thing. I was moving forward, but my biggest hang up the majority of the time was, “I don't have money but I have time, dude. What am I supposed to do? I don’t know who to ask?” Anyways, how cool would it be to have my… Facebook ads person Business systems person Financial people They do all that stuff for me... 'cause they love it, and I don't! That's great, right! So now there’s a round robin with my content machine and my hero team as well. It just keeps going….. it's freakin' awesome! THE OFFERLAB LOWDOWN… Here’s how I set stuff out for OfferLab... You need all the stuff on Day #1 and Day #2 You don't need a Day #3 without #1 and #2. You especially don't need a Day #2 or #3 without Day #1. Day #1 is where you figure out… What the heck you're selling? Who you're selling it to? Why they want it? The core offer that you're doing... The core of your entire business... Don't even worry about anything else in your value ladder until you've got that - until it's proven - until people are buying it CONSISTENTLY. You're not the business... you're not the funnel. *DON’T MOVE ON* Then you go onto Day #2 - which is very much bringing it to market. How do you actually get cash? How does it sustain those Evergreen models? Really what keeps a blue ocean and a new product alive is content - so if you're not publishing, no wonder you're dumping so much money into ads! You gotta publish. So I'm gonna go deep into that and help them actually design a content machine, both starter and eventually the one you're going to grow into. Finally, Day #3 is Asset Day: Let's get all the assets together to help make that core offer alive so it can live and breath. You want people to see it and be, “Oh my gosh!” I don't care what you’re selling, you still need a lot of the same things regardless of what you're selling. On top of that, spot-check coaching from the who's who inside my personal Rolodex. This is happening on Thursday, Friday, Saturday - there's no room already - you need to come through the six weeks ahead of time… That's why I'm doing this episode. The next one will not be for a couple of months, but honestly, if you're brand new, that is a blessing… It gives you a chance to go through everything. We focus on it week by week. I'm on weekly coaching. I have other people come in looking at your funnels, looking at your offers. I have people coming in holding your feet to the fire, “Did you get that asset done? Did you get this output figured out?” It's not a cheap program for me to run, but it's highly effective... and it was after the FHAT Event that I decided, “I want my own style of that event.” Very few things on this planet have ever got that level of results for the customer than a well thought out live event. … and that's why I'm doing OfferLab this way! So, guys, I'd love to have you come to OfferLab. Go to myofferlab.com It’s NOT offerlab.com because the guy who was selling offerlab.com wanted soooo much money - it was ridiculous! I was just like, “No, I'll just put a ‘my’ in front of it, and buy it for 12 bucks! So go to myofferlab.com to jump on the phone with us and we'll look through your business and see if you're a good fit. It's not a joke, it's a real application! Anyways, love to have you come to the next OfferLab, (which won't be for a couple of months, but now you know), go to myofferlab.com. Hey, I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck. I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don't know what tweaks to make. I've felt completely paralyzed by that in the past, and it sucks. I've been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me. #1: I began noticing the pattern to success is vastly the same, but everyone's spot on the path is obviously different. #2: I've been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business. Well, until now I've never had a system or product in my own business to help you build yours. Now, I'm finally able to be public about all this... If you'd like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com. The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you're new or already a killer in business. You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com

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

Play Episode Listen Later May 14, 2019 29:32

Today I want to give you a peek behind the curtain to share with you the reasons why OfferMind … ..was FREE the first year ...will NEVER be free again … was a very STRATEGIC move on my part WHAT WAS GOING ON? People have asked why I gave OfferMind as a FREE bonus to the 30-Day book… Others have gotten mad that it's NOT free any more… And one person, (and I totally get this), commented that they hadn’t come to Offermind BECAUSE it was free… He’d judged the content based on the fact that the event was free. First of all, OfferMind was NOT a cheap event. Even though it was free, it cost me $80,000 to put on. We didn't make much money from the whole thing once it was said and done, and I’m totally fine with that… In fact, making money wasn't the primary purpose of OfferMInd at all ;-) For you to understand WHY I need to walk you through what was going on in my business life at the time: I left ClickFunnels in January 2018 I started out selling in the network marketing industry, (which I'm still very much a part of) #secretmlmhacks Around September 2018, I started to wonder about my life’s purpose “Oh, my gosh... what is it that I really, really, really wanna do?” I’d identified a place where the market wanted some value. I knew how to deliver that value and I was selling in that space… and it was going extremely well. I love Network Marketers, but I’d started to wonder what it was that I actually wanted to be known for? So I started having some deep heart to hearts around finding my purpose and I started future casting 5, 10, 15 years - which isn’t something I usually do. WHAT DOES THE FUTURE HOLD? I always hate it when gurus ask you to set goals by asking, “What's your life gonna be like 10 years from now?” By the beard of Zeus… I don't know what my life’s gonna be like six months from now most the time! I think it's stupid to plan that way. I think it was Tim Ferriss who said that after six months planning is just guessing... I totally agree with that. There's some fluidness that I can't have if I try to plan everything out all the time... However, as I learned from Alex Charfen, you need to be able to predict the future in your business so that I know what action to take… and what I need to do to make things come to fruition. ...I've been practicing this a lot in last six months, and it's been working. I say, “Hey, here's where we're going,” and then we go there... BOOM, it shows up - which is awesome. Now… Back to the PURPOSE question… I started asking: What is it that I actually wanna do? How is it that I wanna move forward professionally? What do I really wanna be known for? What’s my natural skill set? What are am I already known for? What am I good at? It's always best when you can build a business around your natural skill set. I'm not saying you have to... but it helps a lot. I also started consulting with people that I look up to who are my peers and my coaches. I hire a lot of coaches, guys. That’s one of the fastest accelerants to the game. I get coached. I know I bring up Russell Brunson a lot... and it’s because I spent two years sitting next to the guy. It's NOT like I did anything else. I didn't have any hobbies. It was such a fast work pace over there - I didn't do anything else with my life. So, I have two years of memories that I keep going back to. THEN STEPHEN ASKED RUSSELL THE PURPOSE QUESTION… A bunch of us were hanging out at an Inner Circle at James Friel’s house. Russell and Myron Golden were standing side by side, I was on the other side of a couch, and we were talking... Russell looks over and asks, “How are things going then?” I said, “Good, but I'm trying to figure out what my purpose is?” (Have you ever asked that question? It's an important question to ask…) ...the moment those words left my mouth, Russell starts laughing hysterically. I was like, “It's a serious question, dude. I feel like that's something that you shouldn't be laughing at!” ...but Russell just kept laughing. Myron looked around and asked, “Wait, what’d he say?” Russell said, “He just asked the purpose question,” and Myron starts laughing too. I was like, “Why are you guys laughing at me? I’m assuming you're laughing because you're telling me it's NOT that big of a deal, but I'm acting like it is?” Myron said, “Stephen, I only found out what I wanted to do three months ago.” Russell said, “Yeah, dude, you came in right after I figured out what I wanted to do, #ClickFunnels, but I'd already been in the game for 12 years.” https://media.giphy.com/media/69qpuTOBTsHTJRcNkW/giphy.gif I was like, “...that makes sense, and I understand and accept that... but I'm trying to figure out if my purpose something I hunt... or if it’s something that’s discovered by me along the path? (Right, that's a good question... you know what I mean!) ...because otherwise, I'm gonna start brainstorming my purpose and what it is that I'm gonna go do?!’” My mind will go deep and I’ll obsess if I don't stop myself. https://media.giphy.com/media/9RWeDFAf07oxT1hgLB/giphy.gif (There's a lot of power in that obsession... but it needs to be focused on the right thing ;-)) After a while, Russell looks up and goes, “Dude, don't worry about it…. Solve problems for people and create value. I was like, “Ahhhhh,” and I suddenly stopped freaking out so much. THE GAME IS MALLEABLE I loved the FHAT events, and when ClickFunnels decided to stop them; there was a part of me that died a little. I was like, “Crap, I really loved that event.” It was one of those scenarios where I knew I was getting the fastest results for people in a compressed three day period. And so I was like, “I gotta find another way.” How can I… Incorporate the things that I'm good at…? Mix them with the business ideas and the models that I like most…? Do live events…? Live events are my jam. I come alive at events and I love that. I'm bringing this up is so you can start asking these kinds of questions to yourself … Maybe you don’t know what you wanna do yet... but I want you to realize that a lot of this is very malleable. So… think about how you can combine: Your skill set A problem A business model that's proven How can you take what you do and deliver it to the marketplace? When somebody knows what they want to do, I'm very good at helping them make that profitable... but when somebody says, “I don't know what I wanna do?” I'm like, “I don't know how to help you.” A lot of times people hire me for a consultation and they’re like: “Stephen, I've hired you so that I can figure out what I wanna do.” I'm like, “Crap, I should probably refund you because that’s not my role. How on earth am I supposed to put words in your mouth and thoughts in your brain as to what you're gonna dedicate yourself to?” That's not my role and I never will do that! When someone knows what they want to sell - I'm very good at making that profitable on multiple platforms. Honestly, it's the same four or five things that I've noticed work regardless of the industry you're in... and then it's bam, bam, success, success, success, success! … and then I couple that with a lot of what goes on in the human psyche. That's what I'm good at. That's what I’m known for. … and that led me on this journey. ASKING THE RIGHT QUESTIONS … so back to discovering my purpose! I was like, “What is it that I really wanna go do?” I spoke with a lot of guys that I’m friends with: My buddy Dana Derricks Russell Myron Dave Lindenbaum Alison Prince That's one of the benefits of an Inner Circle. I gotta be honest, a lot of times I don't participate that much in the coaching. I should... but just the network alone is worth it. That's why everyone should join a mastermind at some point. The acceleration is so much greater than anything I’ve EVER experienced - it’s ridiculous. Quite unanimously, the people I asked saw something in me that I could not see in myself … (which is another benefit of having an Inner Circle that knows you intimately). I was like, “What is this thing? What is it?” Julie Stoian started laughing, and she said, “Come on, Stephen, you know what you should be doing.” I was like, “No, I don't. All of you see this thing that I'm NOT seeing in myself yet. I'm this close and I can't see it.” (You may be in the same situation too, and I get that. That’s why I’m sharing my journey) This is me making sure you understand some of the things that I've gone through along the way. ... most successful entrepreneurs do! It’s a common theme in Inner Circle meetings - someone will stand up and say, “I'm standing here today because we're making a lot of money, but I don't know if it's what I wanna be doing anymore?” … that's NOT an abnormal thing to say. Don't freak out if you have that question - everyone has that question eventually. So anyways, Dana, Russell, Julie and Dave and a lot of people, pretty much all said the same thing...(and I don't think they spoke to each other). They're all said, “Dude, you obsess over offers.” BECOMING THE OFFER GUY Russell was said: “Dude, you go so much deeper into offers than anyone I’ve ever met my entire life. You should be the offer guy. Dana Derricks is the Dream 100 guy, you should be the ‘Offer Guy’!” Suddenly, all these maps and frameworks that I'd been developing came together and I saw the thing that I wanted to do… I loved doing the FHAT event for Russell, but it was his content, all I did was organize it. I realized that EVERYTHING I taught had to do with how to create a better offer. Even if it seemingly looked like it had nothing to do with offers, it actually did, and now... I wanted my own platform, and that’s how the idea for OfferMInd was born There were two things that needed to happen in order for me to kill it as the Offer Guy: I needed people to think, “Stephen is the offer guy!” I needed to capture that market share in people's brains. So how could I do that? *This* is why, from a strategic standpoint, OfferMind was free that first time. There are a lot of levels to this, so I'll just start from here... THE DEATH OF SALES FUNNEL RADIO? I want to be the offer guy. iTunes doesn't like it when you go past 300 episodes - so I ll probably rebrand Sales Funnel Radio. I will probably, (at some point), retire Sales Funnel Radio. I'm not saying I'm going to... but it's a thought that I'm playing with. I'm NOT trying to be the Sales Funnel Guy - that'd be stupid. In fact, that would be suicide. Let me ask you a question... Q: Who is the sales funnel guy? A: Russell. It made sense for me to have a show called Sales Funnel Radio when I was a sales funnel builder… The first 100 episodes are me documenting everything I learned sitting next to Russell. I'm not that good at speaking in those episodes, and that's okay ... that wasn't the purpose of it. But from episode 101 onwards, I was documenting the journey to my first million! Now I’ve done that I'm documenting my journey to the next 4 million. I think we're on track to hit 4 million this year - I believe we will do it. There's a shift coming - I can feel it. BUILDING MY VALUE LADDER There’s a lot of things at the top of my value ladder that you don't know about yet, but timing matters… … and it's not time for me to reveal what those are. You have to understand that in order for me to become the ‘Offer Guy,’ I had to create a new value ladder - which in my mind is a business. So on the marketing side at least, there’s 100% an entirely new value ladder. Q: What do I understand very clearly about how to develop new value ladders? A: I have to start in the middle. However, I wanna cash flow it like it's at the top... because I have a current business. I've got a couple of employees and about eighteen 1099s that work for me monthly. I've got business expenses. My monthly expenses right now are 30 to 40.grand a month - which is fine, I expected that. … it was part of the plan. We've been doing over six figures every single month for the last nine months. Soon our expenses will rise to 40 - 50 grand - it just depends how much we spend on ads. Anyway, here's the point, and there are a few forces that play here... WALKING IN CLAUDE HOPKINS SHOES The last guy to really be the offer guy was Claude Hopkins back in the late 1800s - there hasn't been an offer guy for 100 years! It's been a long time… For me, that's cool because it means that: Historically, the banner has been raised historically in the past. The idea has been validated. No one is the Offer Guy now. … which means that the move I want to make has been validated... and that was one of the things identified I was like, “Oh my gosh, I should go do that.” Back in the day, offers were called schemes. You’d hire a ‘Scheme Man…’ i.e., What's the scheme? What's the plan? What's the scheme for you to go sell your thing? Hopkins was a Scheme Man. Today, that means something different; it means you’re a schemer with a negative connotation... ...but it didn't mean that back then. So I was like, “Well, I'm gonna go be the Offer Guy - that's technically a blue ocean. No one is the Offer Guy… There are people who’ve brought books out... and there are people who’ve said “Hey, do this, this, this,” around the offer - which also further validates the move. But… No one is the Offer Guy! No one has dedicated themselves wholly to offers. So those were all great signs for me! FINDING MY RED OCEAN The next question I had to answer was: Q: What red ocean will come out of? A: Definitely, ClickFunnels ClickFunnels understand the power of an offer. Does this make sense? I'm NOT just trial closing you! Hopefully, you understand why I did this... I was like, “Okay, there is offer stuff out there, but no ones put it together and become the offer: Ocean Market Guy Guru Those are all HUGE signals for me! So what I needed to do, (with that backdrop in place,) was capture as much of the market mindshare as possible in people's brains… I wanted people to think: “Oh, Stephen really does know what the heck he's talking about when it comes to offers!” … so how do I do that? So I started putting together all my content about offers together, but then, I need a platform to deliver it. I'd been teaching bits and pieces on Sales Funnel Radio I'd been teaching bits and pieces on other people's stages I'd been teaching bits and pieces on other people's platforms... Until OfferMind I’d never had a scenario where I could teach all my stuff… (and literally, it wasn't everything... the audience gave out before I did. I was ready to keep going, we just ran out of time. Two days is not enough time for me to teach my stuff). However, I was able to teach from beginning to as far as possible: Ideation How do I validate the idea? How do I know if it's a good idea? How do I know that it's most likely gonna be a success? What are all the things I can do to make sure that I've got all the cards in my hand to make sure this is a success? Market positioning About what marketing is How to actually create an ecosystem - which we know sits on top of content Content It was just fascinating to see all these things come together that I'd already been doing. I realize, “Oh my gosh, there it is.” CREATING OFFERMIND I always tend to do better in front of a live audience because I can watch people’s reactions. I wanted to teach offer creation from start to finish I wanted to be able to create lots of content in front of a live audience I spent three weeks preparing my slides. I did NOTHING else - it was OBSESSIVE. It was fun and I can't wait to do it again… but *HOLY CRAP* it was a lot of work! Here’s the thing… I hate crappy events; when I walk into an event it needs to feel like I'm NOT in a hotel. It needs to feel like I've entered another dimension ... it's all about the seventh phase of the funnel - which is to change the selling environment. Then, I was like, “Okay, well, how do I fill the room? I really don't care if they pay...” I didn't wanna lose money. I just wanted to break even. So this is what I did… PIGGYBACKING ON A GIANT I looked over at ClickFunnels to see what momentum and noise they were already creating… This is one of the easiest ways to create a lot of cash quickly - You piggyback off some momentum that the category king in your red ocean market is creating. This is how I filled the event and made so much intense noise. I used the 30-Day book to piggyback and ride the momentum of a giant. I was creating a blue ocean, (and I still am), but if I didn’t take as much market share as possible... Someone else with a bigger list could swoop in and steal the crown For Example: Let's say, Frank Kern, Pat Flynn, or somebody else saw the opportunity and I didn't capture the market share quickly... they could swoop in and claim it. So it was a game where I needed to capture as much of the market share in people's brains as possible - so that they associate me with being the ‘Offer Guy’. So when I saw was Russell telling everybody: “Hey, we got this big summit coming. Hey, it's gonna be big affiliate thing, “ and that's where I gave away a FREE ticket to the first event. I can't do that anymore, and I won't do that anymore because it cheapens the content now... but in the beginning, it didn't. So my plan was to… Ran a BIG live event Made a lot of noise about it Filled it by leveraging the momentum already created by a red ocean category King, i.e., ClickFunnels. And because of that first event, I was able to... Capture (as much as possible) the market share in people's brains Fill the event with people from the ClickFunnels space - all my dream customers Leverage a campaign that ClickFunnels was heavily backing to people - my dream customers Validate my stuff in front of an audience and to myself Get it on camera and repurpose the crap out of it MAKING NOISEIt's only April - it's only since November that I decided to try and be the Offer Guy. Q: Doesn't it feel like it's been longer than that? A: It was by design! I planned this out ahead of time. I needed to create a lot of momentum, so I asked the questions: How can I create as much noise as I physically can? How do I set this up in a way that allows me to capture a large market share? I wasn’t just looking from a market positioning standpoint … I was looking from a marketing position standpoint and seeing: No one’s the offer guy now There used to be an Offer Guy 100 years ago How am I gonna attach myself to reach my dream customer? (I used the ClickFunnels space where I already had some stature... why wouldn't I?) How do I get my dream customer to come over to me? I'm NOT telling them to abandon ClickFunnels - I created a complimentary market. I NOT trying to be the Funnel Guy, I’m trying to be the Offer Guy - and they work in tandem. I didn’t throw rocks at ClickFunnels. Instead... I created a complimentary blue ocean and attached it to ClickFunnels to fill it. I piggyback off of the momentum that ClickFunnels already had... Gave away a free ticket on purpose just get butts in seats… Told I will not ship their swag to them and that they will forfeit their swag if they don't show up. … that caused some of the most ridiculous buzz ever. It pissed people off, and honestly, I'm okay with that... because “What happened?” I got butts in seats I wanted people to hear that I knew what I was talking about... and that I wasn't some guy who came out of the ClickFunnel riding that gravy train. ...and it worked. It was more of a middle ladder move - even though it's free-ish, it’s still content that I used to launch something at the back end. Now we're launching more things in the middle, and there's a lot coming down at the bottom of the value ladder. SO WHY WAS OFFERMIND FREE? The reason OfferMind was FREE the first time was by some serious design. I wanted to… Capture that market share Test the core theories that I'd already had success with Go in and show that I was worthy to crown myself as the Offer King None of my other events will ever be free again - EVER. I actually pride myself on being very expensive for a lot of reasons - However, it's not to keep people out. Man, I was going through my value ladder the other day - I have about 20 insanely valuable things that are FREE. If it’s NOT free, then it’s at the bottom of the ladder. I’ve got a lot of FREE stuff. My actual stuff’s very expensive and I don't apologize for it. WHAT’S YOUR PURPOSE? So when you're trying to figure out what you wanna do… First of all, understand that it takes time to figure that out. It's been like four and a half years that I've been active in this game, (I have to think how old my girl is)... I started using ClickFunnels right after they left beta. I think it was actually on the webinar right after they left beta. I was already selling stuff on the internet. I was already building websites with agencies and stuff... I've been acting this game for a while, and I’ve just barely figured out what I wanna be and do - I'm the Offer Guy. I know where my value ladder is leading… and I've designed it, but it would be a mistake to build it as fast as humanly possible. Instead... I should build it as fast as possible with the constraints of launching with good campaigns. … so a lot of what you're gonna watch me do here over the next year is build campaigns and launch is There's a bunch of other stuff that I'm NOT willing to release yet or talk about that stuff afterward - I know what those are as well. OfferLab is one of the things that’s come out of this so far - it’s one of the things on the value ladder and OfferMind’s definitely under it. OfferLab is AMAZING - it’s where I help people build their offers and put all this stuff in place! Go to myofferlab.com to check it out (The guy who had OfferLab wanted a ton of money… it was insanely expensive.) So once I know what those things are... it's not enough for me to just build the product... I also need to build a campaign that launches it and an evergreen campaign that sustains it. Those a lot of things that most funnel builders don't look - they just start driving ads.. and it's okay… BUT… You lose out on a ton of money and promotional noise. … and *that's* why OfferMind was free. BOOM! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That's what I struggled with for a while until I learned the formula. So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it. Wanna come? There are small groups on purpose, so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.

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

Play Episode Listen Later Apr 26, 2019 19:46

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

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

Play Episode Listen Later Apr 12, 2019 34:09

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

Behind The Scenes Of Day 2 At 10X Growth Con

Play Episode Listen Later Feb 13, 2019 27:17

Find out what really happened this year, behind the scenes of the 10x growth con. On today’s episode Russell gives a summary of all the things that occurred day two of the 10x Growth Con Event. Here are some of the crazy things that happened: Hear what Garrett White had to say about Russell’s calling, that had everyone listening in tears. Find out how Russell was still able to give an amazing presentation despite an alarm blaring, and people doing the wave. And find out what prevented people from actually being able to buy Russell’s product at the end of the event. So listen here to see all that went wrong and right at the second day of 10x Growth Con. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Yesterday I gave you guys behind the scenes of day number one of the 10x Growth Con, convention, event, what happened, how I did on sales, and hopefully you enjoyed kind of hearing behind the scenes of it. Now I’m going to take you guys to day number two because I had a chance to speak two days at this event. So I’m going to walk you guys behind the scenes of what happened there later on how my second presentation did, and share a bunch of other cool stuff with you as well. Alright, so I woke up day number two and once again I was nervous. So I woke up, got on my slides and start working on my slides and getting them fixed for this new presentation that I’ve never done before. I’m stressing out thinking, how in the world am I going to do this presentation? There’s an echo, nobody can hear me. And I did my best and got everything ready and then I headed over to the venue. When I got to the venue I saw Dave Woodward and Dave had been helping a ton. Dave is just amazing, an amazing human, one of the hardest workers you will ever meet and just someone who’s amazing at getting stuff done. So Grant and his team was pulling on Dave like, “What should we do? How do we fix this?” So they went and got pipe and drape and wrapped the whole upper concourse of the event, hoping to block sound. They opened up the top of the dome, because after Grant parachuted in they closed it, and it was super humid and hot inside. In fact, I was on stage just pouring sweat off my face because it was so humid. We had captured all the humidity. So they broke it back open, just like 10% open, just so some of the echo could get out. The changed the microphones, they removed some microphones, did a bunch of things to try to clean up the sound, and it was better. Still was not amazing, but it was better. So I got there and one of the things they said, “Russell, you can’t speak as fast as you do. When you speak this fast, everything bounces off the walls. If you’re going to do this presentation you have speak in sound bites. You say something it hits the wall and comes back, you say the next thing, it hits something and comes back. Everything’s got to be spoken in sound bites.” I was like, “Oh crap, I have a big, like a 200 slide presentation. I can’t do that in 90 minutes with that.” So I went in and deleted probably 50 slides to, in fact, some of my favorite parts. Someday I’m going to do this presentation and I want you guys to see it, because I literally do the presentation and in the presentation I show you what I did to do the presentation. It’s so cool. But I had to delete all that because it just wasn’t going to, I couldn’t get it all fitted in there, so I deleted a bunch of stuff. And then one of the big ideas I had for this presentation, I was going to bring other speakers onstage, people who have gone through our training, and let them go on stage and just tell their stories, which I was really excited for. So my second presentation was called 10x Secrets Mastery, and then it was how they could learn how to speak from stage. And I was really excited for this because at the last 10x I had 3.2 million, this one we had just done 2 million the day before. I was going to show them, “Look, how to make a million dollars, or 2 million. How to sell to the masses.” Like most of the people in the room were salesmen, I’m like, “Selling one on one is one thing, but selling one on many is a completely different skill set you have to learn and master, and I want to show you guys how to do this.” So we did when we created this presentation. So what happened, this is really cool. I think all of us were kind of feeling a little bummed out and sad from the day before because we hadn’t hit our goals. So we kind of licked our wounds and all the people who we were going to bring onstage, I had them meet me in the greenroom to kind of go over the presentation so I could show them what was going to happen and we could talk about it. So I brought them in and I showed them my presentation. Now a couple of the highlights of the presentation, I found footage of the very first time I ever spoke onstage, and it was so bad. So I showed them those clips. And I started walking through the presentation, and in the presentation I take two big jabs at Gary Vaynerchuk, which was really fun because Gary called me out on a podcast recently, so I thought, as long as I have the mic and I’m standing in front of 35,000 people, I should definitely make fun of Gary Vaynerchuk, so I did and it was amazing. It was cool because I talked about, there is two ways to become a speaker. Number one is to become famous and get paid to speak. I show how people like Tony Robbins, Schwartzenegger, Oprah, Bill Clinton, Ellen, Richard Branson, Cuban how much they charge for a keynote, which is like $200,000-ish or something. I was like, if you add all those up it’s 1.4 million to get all those guys to be your public speakers. But I was like, at 10x last year I sold 3.2 million, my take home was 1.6 million. So I was like, you can either become famous and make 200,000 grand, or learn how to sell from stage and make way more. And then I showed this picture of me and Gary Vaynerchuk sitting there and I said, “Look, there’s too paths and Gary chose a different one than me. Gary wants to become famous. Gary charges $105,000 for a speech.” And then I showed a slide where I was like, I made 3.2 million dollars in 90 minutes and then I went home to be with my kids and my family. And then I said, “Do you know how many keynotes Gary would have to give to be able to make what I did in 90 minutes. He’d have to give 22. That’s one a week, that’s 22 weeks.” And then I said, I showed a picture of him looking super tired. I said, “You could go and you could hustle and be tired if you want to become famous. Or you could just learn how to sell and make the same amount in one presentation.” And that was jab number one. And I made another jab later on, but it was fun. So for those who love Gary, sorry. But he talked trash about me, so I got my, I got the last word, which was amazing. People were laughing super hard, which was great. Anyway, then I went down and I showed them where they’re going to come in. So some of the people that were coming in to do parts of the presentation, the first one was Garrett J. White, he came in and he was going to talk about his results taking this framework. Then we had Brad Give and his partner Ryan Lee, who they’ve done, they basically used to sell financial services across a kitchen table, and then they took this methodology of selling to the masses and had a webinar pitch and they had 1200 people on a webinar last week, and now they actually just passed Two Comma Club X. They made over 10 million dollars on one of their funnels, which was amazing. Then I had Jaime Cross, who is using the same presentation to sell soap and her oils and things like that. And I had Stacy and Paul Martinos, Stacy came up and talked about how they’re using this to save marriages. Then I had, let’s see, who are the other people? I’m scrolling through here to make sure I don’t forget anybody. Then we had Natalie Hodson came up, she talked about going to the FHAT event and her experience. How she went to the FHAT event and four months later made over a million dollars selling her $37 ebook, which is amazing. Then I had Annie Grace talking about how she used this to help people quit drinking, and then she used it to make a bunch of money at her event. And then I had Myron Golden who was going to come up and do his magic, because he is one of the most amazing humans I have ever had a chance to meet in this world. And Myron, we were going to bring up and have him tell some of his stories and do what Myron does best, which is get the audience to buy. So we were all excited, and you know, I was still kind of nervous because of how bad it had been the day before. And it was funny because I kind of walked them all through the presentation, show them what worked, everyone’s excited and they started asking, “What’s the goal? How many am I gonna sell?” And I was like, “If we can get 100 I’ll be happy.” And Myron’s like, “100? We could do a thousand.” And everyone’s kind of all over the place, and it was pretty cool. And as we’re recording this, it was funny because Dan Usher, who runs the Clickfunnels studio up in Toronto and he’s an amazing videographer, he wanted to capture this thing by having Garrett kind of come and pretend like he was the coach. And it was supposed to be this joke thing. So Garret, they mic’d him up and then he came over and started doing this jokey thing for probably a minute, and then he just like, “Screw it.” I don’t think he said screw it. You know Garrett, he swears instead of that. But then he just like switched over into this, I feel like he was a coach in a locker room like coaching all of us through the callings we had, and how this was a platform we had to share these callings. And it was 5 or 6 minutes long, and by the time it was done I looked around at all the speakers and they were all crying. I feel bad because Annie was back there and her makeup was all smeared. And I looked at Garrett and as he’s telling this to me, directly to me, he’s got tears streaming down his face, and I’m sitting there and I start crying. And all of us are sitting here in this room, just bawling our eyes out, crying as Garrett’s talking about our missions and how they all tie together. Anyway, what’s cool is because we had put on the mic for this thing that we were trying to capture, we captured this whole amazing speech that was not planned, and brought me and so many people on my team to tears. So I actually wanted to share it with you. I got the recording of it, and I wanted to plug it in right here so you can hear what Garrett said, because I think it meant a lot to me and it meant a lot to those who are here. And hopefully it gives you guys kind of a glimpse of your business and my role in your businesses. You know when I was, over the last couple of years I’ve had times where I’m like, what am I doing this for? What’s the purpose, I help people grow businesses, why does that matter in the whole grand scheme of things? And it’s interesting because one of my mentors and friends, her name is Tara Williams, Tara told me, she said, “If you look at your mission, I really think it’s a couple fold. One is there’s people that have so much financial strain that they can’t do anything else, trying to figure out how to get out of financial strain and then you come in and give people the tools they need to free themselves from the captivity of debt or money, and when they free themselves of that, then they can look outward and start serving and helping other people.” And when she said that, I was like, “Oh my gosh, maybe that is my thing.” Because who cares if you guys make a million bucks, or ten million bucks. It doesn’t matter. What matters is if I can get the stress and the pressure of you having to make money off your back, then you can start looking outward and start serving other people. That’s why in our community I look at all these people. All the people who were on stage were all people who were, who had a vision, they had a message and they couldn’t get it out, so they came, somehow they bumped into us and what we’re doing and we were able to help facilitate and get them into a spot where they could take the pressures of money off their backs so they could focus on serving other people. And everyone who was speaking there had now served thousands and tens of thousands of people. Stacy and Paul Martino had saved over 10 thousand marriages. Annie Grace has helped thousands of people beat the chains of alcohol addiction, and on and on and on. So I think that’s why I was so emotional for it. So I’m going to actually plug in that clip right here so you can hear the speech that Garrett gave in the locker room. Garrett: Do you know why I’m here? I’m here because I believe in you, truly. I was already gone for 6 days. This is the longest I’ve been gone from my family in 5 years. I’m here because of you. You’re called to do what you do. I was not called to do what you do. Without you I can’t do what I was called to do. I’m not here for promotion, that’s great, it’ll be great for me, I’m here because I’m in your military force. I’m on your team, I’m in your unit, you’re the general. I run a unit, my men listen to what I say, in the way I’m called. I follow you because you’re called, like we stay here, I listen to your stories. Every single one of us have the same thing, I know the back story, I know what the story is. Yeah, the example is sell soap, but at the end of the day you’re sending a message to women. This shit is serious for me. When I shared with you earlier, the piece that they’re not getting today, and they haven’t gotten so far. They haven’t gotten the reason why I follow you. It’s this thing there. This thing that’s bigger than you and it’s bigger than me. Dude, I love you I respect the f*** out of you. Today I’ll go to war with you, but for something that you have seen long before I could see it. It’s not flowery speech for me to talk about how Clickfunnels did something for me, hey, what can I get from this? Without Clickfunnels, there is no movement of warrior. Without the frames, there is no conversion for men to learn to live and marriages and family f***ing die, in my world. People follow you because of who you are and what comes through you. The software is the weapon, the frame is the game, but you’re the reason. And I love the reluctant hero, I do. I love it. But there’s a piece in you too that’s ready to click. This is the piece that you got f***ing an army, just waiting for that little click of fire and it’s game f***ing over. There’s no one that will stand on this stage, that can harness the power, including me, that you have access to right now, because you built an army and you weaponized them. And you believe in God, and I believe in God. And I know that all of us here are doing something bigger than we actually understand. So out there was a circus yesterday, and it happened on purpose, and it set up what’s about to f***ing happen. From the beginning when you walk on to the beginning of when Martin and you finish it up, every single one of us has an important role to play, which is get into the state that’s required, so that when you start speaking the thing that comes through him comes through you. So that this is seen not as a Russell show, or a Garret show, or any of us, it is not even a CLickfunnels show. It is a movement of people who have been called to lead movements all centralized on one thing, which is waking people up. I see you, man. I’ve seen you for a long time and I know you see me, because in that we see the same thing. And when I get to spend time with you guys that I haven’t got to spend time with, I see the same thing in you guys. So all the frames to the side, the frames everybody knows, 35000 people doesn’t matter, that means that on the other side of a game we cannot see, there are numbers we cannot contemplate, that are currently standing and waiting for you simply to get out of the way and speak. And they’re sitting in the ears of everyone in their seats whispering, “This is the time.” So I’m here because I follow you. My wife’s life has changed because of you. It sounds funny that she was reading her book, but you were the only one that could have got into her. So I’m honored to be here, honored to support you and your calling. And I’m honored to meet all of you, and be here with you. And some of you I know better than others. And this was supposed to be a locker room speech of a different kind and be funny, and the truth is I don’t really know how to f***ing do that on queue. So anything funny I ever say, it’s not on purpose, it just f***ing happens. But this right here, this is why I’m here. And I needed what you had to be able to take this that I feel and take it to literally hundreds of thousands and soon millions. Thank you. Russell: Alright, and I don’t know about you, but again, in the room it had all of us crying. And I’m just so grateful for Garrett because it gave us, it kind of regrouped us and gave us the motivation like, “Okay, let’s get out there, we’re going to change all these people’s lives.” So we got done and then I had to hand the slides off to Jake on my team and Jake ran it to the audio and video guy, and I was like, “Okay, I can’t touch the slides again, here we go.” And so that’s what happened. Alright, so now fast forward 3 or 4 hours later. I was supposed to be the last speaker before the end of the day. And at the very, very end of the day they had some DJ or some Dougie Fresh, or I don’t know, something like that. He’s supposed to be doing some rap thing after me, but everything ran late. So everything was like an hour and a half beyond what we’re supposed to be. But they’re like, “The last thing is like this rapper, so just do your thing. This is how we’re making the big money.” And if you think about this, again from a choreographing of the event, this could have and should have been where this event made its money. It should have been the big payday, and everything should have been coordinated to that. But unfortunately, things happen. So I got back prepared to do my thing and a couple of things happened. Number one, right before I got onstage, and this makes no logical sense and it’s like the backwards choreography, but Grant was onstage and he told everyone, “Hey everyone, we’re going to do 2 for 1 t-shirts right now, but you gotta get them in the next hour, otherwise when they’re gone, they’re gone.” And literally 30% of the entire audience stands up and runs out, right when he’s announcing me. Runs out to go buy t-shirts. Like a $10 offer. It was like, you’re blocking a $25000 offer with a $10 offer. Everyone’s running out of the stadium to go buy t-shirts. Number two is every speaker has been announced from behind the stage, where the thing lifts up and you walk out and it’s this big thing. So I’m back behind stage, about to be announced that way, and then Grant messages his guy and says, “I don’t want Russell to be brought out from underneath the screen again, have him come out from the side of the curtain.” I was like, dude, you’re supposed to be positioning me to be doing the big sale, and then you diminish my positioning by having me come out from the side instead of under the…it’s just insane that he would do that. Anyway, whatever. So I lost the positioning, which hurts when you’re doing a $25,000 offer, then a fourth or a third of the audience was running out of the stadium to go buy $10 t-shirts, and then I was announced and came out. So that was interesting choreography. So I get out there and I start speaking and then an alarm goes off. Literally, there’s an alarm. Somebody set the alarm, and for the first 10 minutes of my speech there was an alarm blaring through the hallways of this whole thing, which is crazy. And then one section of the stadium, they decided to start doing the wave. So everyone’s up there doing the wave, and I hear them yelling and shouting, and I hear the alarm going off, and I’m up there like, “What in the world is happening. This is chaos, I don’t even know what to do. It’s crazy.” But I step onstage and start my presentation, and I start it slow. I say a line, boom deliver a line, wait for it to bounce back. Next line, deliver it, wait for it bounce back, deliver it…and I could feel it, there was something about this presentation that was different, it was magical, it was so good. So we’re delivering the thing and I bring my guests onstage and I have Garrett White come and do this thing and I have each person come and share their part, and it was just beautifully orchestrated. Everyone’s success stories and testimonials just weaved in perfectly, and it was like the perfect thing. Myron comes onstage, does his close, doing his thing and it’s just, it was magical. In fact, Myron leaned over to me at one point and he said, while one of the, I think it was Natalie, or Annie was giving their testimonial and he was just looking at the audience, and I looked and everyone was so engaged. And he’s like, “The worst case scenario you get a thousand people.” And I was like, “Oh my gosh. That’s 25 million dollars.” I’m freaking out. So we go through this thing and we finish the thing and then we’re going through the stack and the closing and we had one more close left and Grant’s team I guess was like, “The Dj’s supposed to be up right now.” And he goes to Dave and he’s like, “You have to get Russell off stage.” So Dave comes over and gives me this look like, you have to end this now. And I’m like, ugh. We had one more, the most important close of the entire thing we have left, it was Myron’s, the best one. And I have to go to Myron and I’m like, “We have to cut this off, we have to stop.” So we didn’t get to do the last close, which is like the most important close of the entire freaking thing, so we missed that one. I do the last call to action and I drive to everyone and said, “Okay, everyone on the floor, the people that paid like $10,000 to be here, there’s a sales table right here on the floor, go over here. It’s $25,000. There’s a sales table over here.” And when we got to the table people started jumping up and running. And upstairs told everyone to start running. And it was so perfectly executed. It ends, pull off stage, and I’m feeling on top of the world. I’m like, “Oh my gosh, the presentation was perfect. The delivery was perfect. People are running to the sides. Everything was amazing.” I go back to the green room, I’m kind of hanging out and relaxing. Oh and then, all the people who were onstage, they were over at the sales tables to go close sales, and I told them, “Look, all the people we met onstage today are over at the table, come over and talk to them, they’re going to tell you their stories. If you have any questions, how this will work for you.” So anyway, that’s what happens, people go to the things, I go back to the green room and kind of relax, waiting for the numbers, waiting for the numbers. And probably ten minutes later Garrett White comes in and he’s like, “Dude, you got screwed.” I’m like, “What do you mean?” He’s like, “They blocked off the sales tables. I was by the sales table and there’s all these people trying to get to me, and they completely blocked it off and they wouldn’t let us come back. I was trying to close sales and I couldn’t talk to a single person.” I’m like, “What?” Then the others came in and they’re like, “Yeah, we got kicked out.” And then Dave comes in later and he’s like, “The Fire Marshall closed off one of the sales tables because there were too many people supposedly on the floor. So the Fire Marshall closed off one, all the people running to the table, the Fire Marshall blocked them. And then the DJ, who was preparing for the thing, his team blocked off the other sales table.” So both sales tables on the floor, with all the 3000 people that paid $10 grand a piece to sit down there, the best buyers in the room, the two sales tables where people were supposed to get money completely blocked. They blocked the two sales tables. There’s no way for people to give the money. It was insane. So I’m like, “What in the world?” and then finally when everything kind of ends and we’re about to leave, Dave comes in and I’m like, “How did we do? How did we do?” I’m thinking like, if we bombed we would have done 100. Based on the presentation and the feeling of the audience, the people running and everything, I’m like, worst case scenario we did a hundred, which is 2.5 million, which is now will be at almost 5. I’m like, I guess we’re halfway to what our goal was. Dave comes up to me and he’s just pissed. So mad. He’s like, “I don’t even want to tell you, but I’ll tell you.” And I’m like, “What?” He’s like, “14” I’m like, “14?” He’s like, “Yep, they blocked both sales tables. We only got 14 people who randomly found us in other spots.” I’m like, “Are you kidding me. There’s no way.” And he’s like, “Yep, and now they’re kicking us out because there’s a rapper that’s going to rap, who will make them zero dollars at this event.” And it’s just like, oh my gosh. So that’s kind of how that one ended, which is just like, ahh, so frustrated. I feel like we executed everything on our side perfectly. So that night we took our team, all 40 of them who were killing themselves, we rented a yacht, and we went on this three hour yacht thing at night, had dinner with them, let them all dance and have fun and it was a good time. And then the next morning we woke up and all of our team went back and started closing deals. Our team closed another, they got 13 more people that they found in the hallways to sign up. So they ended up with, what’s that? 27 or so. I think we had 675 thousand dollars in sales from the 10x. So when all was said in done from the event, I think it was 2.7 million we ended, which again, is not bad. It’s great. But it’s just tough when you’re expecting 10 to make about 3. Anyway, so that was kind of how it all went. That next, that day we just kind of wrapped up the rest of the vacation because it was crazy. All of our affiliates from the 10x launch as well as the people who spoke onstage, we put them on, we were on these two yachts and we sent them to the Bahamas. So they went out that morning on this Mastermind Yacht and started masterminding while they were on the yacht. And then my wife and I had to go shopping for Funnel Hacking Live clothes, so we shopped til we dropped. And then we jumped in a private, in a sea plane, a private plane is a sea plane though. So it’s sitting in the water and it takes off from the water, and flies you over to the Bahamas. And we land in the Bahamas and we hung out all night that night masterminding with all those people, which was really cool, just amazing. So we masterminded with everybody, which is awesome. The next morning we woke up and jumped back on the yachts and went back to Miami. And that’s a whole other story in and of itself. We had, they smuggled somebody onto our yacht, who when we got close jumped off and swam off. They wouldn’t let us, a couple of us missed our flights because they wouldn’t let us off because of passport issues. It was just nuts. But somehow managed to be at the airport, my wife and I flew home and the whole trip ended. So that was the 10x experience. It was kind of funny as we were talking about it. Everything that could have gone wrong, literally went wrong on this trip. But at the same time we had such an amazing experience. Grant and his team, I love those guys, they work so hard. So many things are outside their control. The echoing, the different things. How do you get 35,000 people into a stadium? So many things like that, and they did an amazing job with the event. I think it was a smashing success for everybody. And while I was frustrated with some of the choreography of the event, that’s not their strong suit and it’s something that maybe next time we’ll work with them a little closer on. But anyone that can put 35,000 people in a room is amazing. I don’t even know how that’s possible, but somehow they did it. It was amazing. And the b-roll, the pictures. I’m sure you will see for the next year in every ad of mine you’ll see pictures and videos of all the amazingness, because we got to capture some cool stuff. So worst case scenario, we got the b-roll and it was a really great experience. So thankful for Grant and for Jared, for allowing us to come and partake in that and be part of it. And thank you for everyone who was there, even though a lot of you guys couldn’t hear me. I hope that you heard my message and the love that we have for all of you guys. We honestly want nothing more in this life than to change your lives. That’s why we’re here and why we’re doing this whole craziness, because I tell you what, I could have made 2.7 million dollars sitting at home not doing anything. But we wanted to come and have a chance to share our message, Clickfunnels with you and with everybody who was there. And also because it’s been interesting, you know this whole internet marketing thing that all of us are doing, is not mainstream yet. It’s funny because I feel like, when I got started doing this 15 years ago, it was like this weird thing and people thought that we were weird. And you know, one of the things I’ve been trying to do over the last 4 or 5 years is really make this a mainstream thing. Make funnels a mainstream thing. I want someday where people don’t talk about websites anymore, they talk about funnels. And I’m doing my best and I think this was such a huge platform for us to be able to share that with so many people. And I feel like for all you guys, whatever businesses you’re in, I’m trying to lead the way by making what I do mainstream and hopefully you guys will do the same thing with your businesses as well. So with that said, I’m going to wrap this up, my voice is almost gone. I’m going to get home, play with my kids. Thanks so much for listening everybody, and Funnel Hacking Live is now a week and a half away. I cannot wait to see a bunch of you guys there. I have 5 or 6 presentations I’m doing now to get ready for Funnel Hacking Live, it’s going to be amazing. And I feel like Funnel Hacking Live is our family, I’m so excited to go to that event and just feel at home with my people and people who get me and get us. And I’m excited to share that with all of you. With that said, I appreciate you all and I’ll talk to you all again soon. Bye everybody.

SFR 214: Snapshot Of My Long Term Funnel Plan

Play Episode Listen Later Feb 5, 2019 20:11

I try to pay myself as little as possible, but ONLY for this reason... Here's what I'm ultimately building towards. Would it surprise you to know that, even though I came pretty close to hitting $1,000,000 this year, the amount of money that my wife and I live on is less than half of what we were getting paid when I worked at ClickFunnels? Out of all the money that comes into the business, I take just a tiny amount to live off… I’m not saying it’s fun, but I’ve got my eye on a bigger prize. I'm focused on building a long-term asset. I know that if I just focus for 4 years, then it's gonna shortcut 40 years! Some people have asked: What's your long-term vision? What's your long-term goal? What do you do with the money once it comes in?” So I decided to share my 30,000-foot-view strategy with a small group of people in my OfferLab Program to help them understand a little bit more about the game I'm playing. OfferLab is the equivalent of my Mastermind or inner circle. It’s where I share the most of my nerdy geek out brain. I don't think I've ever actually shown this to anybody outside of that group… Frankly, one of the major reasons why I left ClickFunnels is that I realized I couldn't pull this plan off while I worked for somebody else. Insert *Massive Disclaimer* Here: I’m NOT a financial advisor. I’m NOT an investment person. I'm just telling you this is what I'm doing and this is how I look at things. The reason I'm sharing my plan is so that you can start thinking through your long-term strategy as well. WHY I TOOK A HUGE PAY CUT I hardly paid myself at all in 2018. Even now, my wife and I, are just scraping by… That might shock you, but it's actually on purpose because I'm dumping in all the cash I make back into: Building a Funnel Team Creating Mind-blowing Content Increasing my Web Presence My plan is NOT to live off the income from my funnels or any of my time that I contract out. I'm really playing long term, top-down strategy… I have a plan, I'm working the plan... and the plan's working. Making a million bucks is not that crazy. Everyone will most likely do that in their lifetime... I don't wanna die and barely have made a million bucks… What I really want in the end is philanthropy. I wanna go do cool projects. I really wanna go help domestic and international, but that takes money. That takes a lot of crap to be able to pull that off, so that’s why I'm trying to freakin' dominate right now. BUYING BACK YOUR TIME Most people start by contracting out their time in a service business. These are the things that I am doing right now, it's everything from: FHAT events The One Funnel Away Challenge The 2 Comma Club X My own funnels My own projects Coaching is definitely part of my major service-based business. Everything I get paid from Russell usually ends up being about a fifth of my monthly revenue. Everything else, I generate on my own. I'm very proud of that. I’ve worked my face off for it. But when the cash comes in I'm using it to develop something that's long-term because the downfall with a service business is that it takes a lot of time, and usually when you get paid money, the work begins. The benefit of a product business, physical or digital, is that once you pay the money, typically, the sale's over. It's easy to get into the service business, but you eventually gotta move into the product business to buy back your time. What is it that's going to release you and buy you back your time in the long run. PLAYING THE FUNNEL GAME Funnels are extremely effective, so you need to have a plan for when the cash comes rolling in. I've been part of multiple funnel launches where we almost bankrupted em’ because we sell too fast. I know the funnels work. That's not the problem, but sometimes businesses aren't strong enough for the funnels that I build. ....then a lot of times, once people have made all their money, they don't know to do with it. You might be thinking, “Oh, that'd be a nice problem to have.” And yeah, you’re right! *BUT IT IS A PROBLEM ALL THE SAME* Most people don't know what the heck to do with the cash that they get from the funnel game because it comes in a lot faster than from many other businesses, especially when you leverage the internet. You could have an entire funnel offline, but when you decided to use the funnel online as well... a lot of amazing stuff can go down. I've got my time contracted out in several places, it’s not just theOne Funnel Away Challenge and the 2 Comma Club X... There are several places where I contract my time out... that's the reason I'm hustling so hard right now. There are two value ladders I'm building out, a front-end business, a back-end business… I need the outcome of having a team that handles more of the creative decisions for me... and I also want to create mind-blowing content. You wanna change an industry, you change the content that they are consuming. So this is the strategy; this is how I'm doing what I am right now… BUILDING A TEAM I grab my revenue, and I dump it into: My own funnel team Mind-blowing content Then all I do to turn the gears... My input is the strategy and critical creatives. Critical creatives = No one else can write my book for me. I have an author who's helping me with the initial draft, but I will definitely rewrite it a billion times. So in order to turn these gears, I need to put in the strategy and creatives that that represent my part of the brain that no one else can do It's my shtick, it's my thing. Offers, funnels... that's me. I'm trying to be the best, so it's kinda hard to find other people in that area, so I'm NOT gonna try and outsource that part of it. I think that's stupid. Then all the revenue that gets generated supports the teams. The other income I get from Russell (about a fifth of my revenue), the rest of the income I create, I dump all of that back in. I'm really stoked, guys. I found out that I actually miscalculated how much money I made last year by a good chunk. I forgot about another account... so it was about almost 900 grand that I did my first year on my own, starting with no product, no funnel, no nothing, and that's really awesome. The teams are handling the 80% while I do the critical the 20%. I was doing 100% for a long time. Then all the cash that comes from the 80%... I'm still NOT taking money from it. Here’s an overview: 2018 = the goal was to create services and assets to bring in cash to build teams 2019 = The goal is to build a web presence and have my teams take on 80% of the work 2020 = I'm I'm rolling the cash from everything I create into my next thing… (more about this later) ;-) This is how I've NOT: Taken on any debt Borrowed any money I've never put a dollar of my own in my own companies, and it's because only take a tiny amount of money to live on... and I roll everything else back into the business. I've only been away from ClickFunnels for a year, and it's pretty amazing what's happened. It’s to toot my own horn. I'm just saying, it works... WHAT ABOUT AFFILIATE INCOME? I don't even treat affiliate cash like profit. I use it as investment cash to go launch expensive things that I don't wanna pay for out of my own pocket or business pocket. The One Funnel Away Challenge is something I run for ClickFunnels on the daily. I coach and go live with people to help them to build funnels and overcome challenges, and it's a lot of fun. A lot of lives are changed by it, and it has kind of a soft spot in my heart. When you promote The One Funnel Away Challenge you get $100 for every person who signs up, which is pretty awesome, right? A lot of you guys have seen me talk about it, you've probably seen my emails… Well, I ended up selling 388 copies of the book. I was like, “What? That’s 38 grand!” Now, I'm not the kinda guy to just be like, “This is how much money I made in that amount of time!” That's NOT what I'm saying. I just put that money back into my business... WHAT NEXT? So the next thing I'm doing is rolling all that cash over into other assets. For me and my wife, the asset type that we want to marry is real estate. I'm gonna go in and grab apartment complexes... that's our plan. But even when I have those apartment complexes and the money they’ll bring in, I'm still not gonna be livin’ it large. Instead, I’ll take that money and roll it into more real estate. I’ve started looking already. I’m gonna roll the money those assets create back into more real estate. Then those assets will create more assets. One of my favorite lessons that ever came from the book Rich Dad Poor Dad is that assets create assets... then assets create luxuries. Someone reached out to me and said, ‘Stephen, you make more in a month than I do in a year.” I was like, “Correction, my business does. That's true. At this point, (Jan 2019) Me? No!” The money that I live on is tiny… there’s maybe a little glaze on top... a little sesame seeds on the buns every once in a while, but that's basically it. The asset goes in and creates cash and rolls the money back into more assets. ...And that's gonna happen for an undisclosed time, and then, finally, then... I will start living large. This is a four-year plan that I'm running, and year one went really well; it's totally working. If you don't have a specific plan like this as you move forward, that's okay. Just know this is what I'm doing: PHASE #1: My own money My own funnels All the stuff that I'm building Other stuff for other people High-ticket events Low-ticket events 2 Comma Club X ... all the places where I’m contracting my time. What's fun is when you transition from the service-based business to the product-based business. Some people do that out of the gate because then you start to make even more margins... and get your time back, so then you can start building a team. PHASE #2: I take all that money, and I rolled it into: My team Mind-blowing content A web presence My input now is only like 20% of each product instead of the full 100% because these other guys are doing all the stuff. PHASE #3: I take all that cash, and roll it into different asset accounts… they're savings accounts, but I hate that word. It's really a storage account like Grant Cardone talks about. It's a storage account where we're saving up a lot of money so that we can roll that into apartment buildings. Then that apartment building will roll on top of itself until it buys the next one, and then both of those until they buy the next one... The aim is to buy a new asset (#apartment building) once a quarter from the money created from other assets. PHASE#4: Assets create luxuries = I get to live large and focus on philanthropic work. ARE GURUS DIFFERENT? So when you think through how your strategy in the entire game is played... it's fine if you don't know beginning to end, but I would at least try and figure out your 30,000-foot view. IMPORTANT: I did NOT know all of this before I started moving forward. Please hear me when I say that. If you're like, “But Steve, I don't have a top-level, 30,000-foot-view strategy. Do I need one before I start moving forward?” No, you don't. Just get the funnel out the door, and then as you move forward things will begin to form and crystallize. All these opportunities that you didn't have before will start to appear, that's just the name of the game. The longer I've done this, the more I've realized that, honestly, one of the major things that keeps some of these gurus where they are is... the fact that they have a team. It's literally their speed. That’s the difference, nothing else. A lot of them don't even know much more than you. It's true. The reason that they've blown up is that: They have a web presence They've got more content out there so they're easily more findable They're actively creating more and more campaigns to sell the same products a lot of times They just drop their content while living a cool lifestyle because they've rolled all that cash over into other asset types Pretty cool, huh? Now you can play the long term game too! Until Next Time - Viva La Capitalist Pigs! Hey, many don't know that I actually made my first money online as an affiliate marketer. If you wanna know how I funded my entire company without using any of my own money EVER? You can learn to do the same for FREE at AffiliateOutrage.com.

coaching building radio sales mind phase long term offers mastermind assets correction funnel meno grant cardone rich dad poor dad snapshot clickfunnels borrowed one funnel away challenge fhat comma club x ever you

SFR 209: My Stage Teaching Template...

Play Episode Listen Later Jan 18, 2019 28:40

Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio, today I'm gonna teach you guys my event teaching template. 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'm excited for today. I wanna share with you guys kind of a cool little thing here. I’ve been teaching at events for a number of years now. I’ve taught everyone, from people who are brand new to people who are extremely experienced and very wealthy, and there is a format that I teach in. One of the things that I get asked, actually more and more frequently this has been happening, is, “Stephen, how can you get up and riff for two hours?” The answer is, I'm not just like talking, I'm actually following a format in my head. There's been a few people have reached out and said, “Stephen, I wish you'd just get straight to the principle.” But there's reasons why I'm doing what I'm doing with this. Right after my OfferMind event in 20218, I had the opportunity to go in and teach Russell Brunson's new speaker team for about half a day. He's got a new traveling team and they travel around on small stages that he can't get to, 'cause of who he is - which totally makes sense. This team pitches ClickFunnels and content around the world, which is awesome. It's super cool. So I was asked to come in and teach some of my methods and how I do what I do. I walked up and there wasn't really much of a framework, I had an idea… I was watching and observing like crazy before it was my turn to go up, 'cause I wanted to see where they were. So I had an idea of what to actually talk about… But guys, I'll be honest with you, sometimes as I'm talking, especially on stage, (I'm always extremely prepared, especially when I get on stage), but there's always a little bit of playroom. One of my favorite things to do when I'm talking and going through a principle or whatever is to watch, I don't know how else to describe it, other than watching the eyes of the people to see: #: Do I have them? If I'm losing them, I've got to tell a story. I've got to just do something that's high drama or drop some more gold, something a little more valuable. I've got to do something to get 'em back; whether that's an engagement, or sometimes I'll do a random Q&A. Half of a being speaker is being able to deliver cool stuff; the other half is being able to read the audience. I’ve done a lot of three-day events, tons of them and I have slides, but not every group that comes into the room is the exact same, so I've got to be able to adjust based on what they're doing. So what I've done, especially over the last two years, I've been developing kind of my own pattern for how I do stage stuff. Those of you guys who are coming to Funnel Hacking Live, you’ll see me do this. I'll be extremely prepared, however I'm also gonna leave a little bit of room. I'm gonna watch how people are reacting. There's been some stages that I've spoken on and like every audience is different, there's nothing to really prepare you for it, other than just doing it. There’ve been some audiences that I've spoken to that were just the driest, dry, most unfun group to talk to ever, I'm not gonna say who it was, but it was a few events in Vegas and Texas and these other areas. I just talked to them and like, “Man, are you guys dead?” Anyway, before I say anything offensive, I'm gonna move on, but like, “MAN!” Then some of the most fun stages are not necessarily always the most educated in what I do, so I've got to start at a different level. You've got to be really fluid as a stage talker. Now there's a difference between stage teaching and stage pitching - huge difference, monumental difference. Every time I'm doing a stage pitch, I will follow a webinar script. Teaching from stage, it's kind of that, but not really, there's a lot more that goes into it. So my wife and I, we're both geeks now and she and I were talking late about stage and we were talking about the different formats of being able to present on stage, and so I thought it'd be kind of cool to share with you guys some of what I do, and how I'm actually able to pull that off… I'm not just riffing, although it may look like that. Let me just pull this whiteboard in here. If you guys are on ITunes, no sweat, I'm gonna walk through, you guys won't miss anything out. Drawing just helps me explain, so that's half the reason I draw so much. Okay, so the first thing that I do is I go in and I draw a big old framework picture. It's a massive framework picture right here up at the top and it's a picture that represents the all the content. One of the major reasons that I do this is because it helps me stay focused on what I need to produce, but also it helps me stay focused on what I should NOT get distracted by. There are squirrels! As a speaker, you're like, “Oh man, you, one person in the audience, you think that's cool? Why don't I go on a massive tangent and teach you some other cool things, 'cause you think that's cool?” No! I'm sticking to a framework. There was an event I was speaking at early on, one of the first stages I ever spoke on, and it was really valuable, but I stopped teaching and started Q&A-ing. Stage pitching, totally different than stage teaching, which is totally different than Q&A, which is totally different than workshop. They're not all the same thing. They're the little tools that I pull out of my pocket when I need to to keep: Things interesting The learning up and high The energy high People engaged ... 'cause some of the principles I go through... man, they're freaking boring. I know they're boring! I hate listening to boring speakers. Hate it, hate it, hate it. I don't really watch so much football. I like the Denver Broncos, they're my team, but I don't really watch that much of it, but when I do… I'm not really an armchair quarterback, but I am TOTALLY an armchair quarterback when I am watching other people on stage. I’m nitpicking the crap out of 'em, I can't help it. I'm like: Oh, I would have done that different I would have pointed differently there What's with the stature of that person? Why is every one of their sentences going down? They should be going up. ...you know, it's like I can't help it. This is my craft, this is what I do, I can't help but watch what people are doing on stage. So anyway, there's different mechanisms and frameworks and patterns that I'm using throughout. Specifically for this episode, I'm gonna walk through how I handle teaching on stage in a way that’s: Interesting Interactive Captivating and brings the minds of the audience with you If I just pop right out and say, “Here's the framework!” The audience will: Look at it Finds something on there that they have seen before Thinks that they understand the rest of it immediately - when they don't. I can't just walk up and be like, “Here's the framework.” So what I do first of all is I go in and I draw a framework picture, then what I do is I break up the picture into chunks, three, four, five, six, seven chunks. This is exactly what I did for OfferMind This is exactly what I did for all of the FHAT events that I used to run It's exactly what I do for OfferLab, which is coming up for those of you guys that are coming to it. ...Does that make sense? There's a lot of what I do that comes from just this piece alone. I got to hang out with Russell when he was drafting a lot of the Traffic Secrets book which he's been working on. He's writing it right now, but the actual ideation of the principles, he does the exact same thing... Where do you think I learned it? ;-) When I first got to ClickFunnels and he started drafting the Expert Secrets Book, this is exactly what we did. There was a picture that represented all of it and then the picture was broken up into four or five different pieces, and those are the major sections of the book. So I do this the exact same way when I'm doing a teaching-based event. When I go into pitching, that's a different activity and a different pattern. But specifically this is how to teach at events. Okay, just making that clear, so that no one thinks that's how you pitch! The first thing I do is I draw a picture… If I can explain a complex principle with a doodle, it means it’s simple enough for the masses to understand. Most people are on a third grade reading level,and I can't stand up and use complex vocabulary. The point is to not make me look smart, the point is to educate the audience. It drives me nuts when you can tell someone wrote a speech to make 'em look smart, rather than to connect with the audience. I'm not gonna name any names, but man, there was an event that I went to, (this happened like three times last year), where I got to speak at an event or I went to one that I just kind of wanted to go to… and there would be one or two speeches specifically you could just tell that were created to just remind everyone how cool the speaker was. ...That's awesome, but I believe that if you want credit, don't seek it. If you want stature, don't seek it. You're gonna look like you are and you distance yourself from the listeners, 'cause you're like: “Will you remind me again of how awesome I am, please? Remind me how much of a pedestal I'm on. Raise me up, please, audience, following.” ...You distance yourself from the audience in that one move. Stupid, don't do it! okay. So anyways,I draw a picture (for a lot of reasons), but it's so that I understand it in a simple way to teach it and so it's a simple to deliver the principle at the same time. So I draw a smaller picture of a chunk of the major framework picture and I do it again, and then I do it again. Let's say that there are four major principles, that are distinct from each other inside of this major picture. So then I draw another picture. Then there's a pattern inside each one of these that I'm pulling off. When I'm doing a lot of Facebook Lives, or even sometimes in these episodes, I don't always do this in these episodes, but a lot of times I'll follow kind of a version of this a little bit. There's really two phases to this: #1: Is Preparing: so, first, I'm gonna walk through the preparing phase, which is what we're doing right now. This is how I prepare all the content ahead of time to make sure that I am ready to over deliver on stage. Is it a brain jog? Yes, it’s mentally exhausting. It’s so challenging. I'm going through the exact same process for my book right now. Ha, right! It's not easy, guys. It's NOT easy at all. Realistically, if you're doing something that's gonna be a little more permanent like a book… I don't write the book to make money, it's gonna make some, but I'm making the book to make sure it’s easily transferable information to the masses. It's a low ticket thing = low cost + high circulation product. So these are the stages I’m gonna go through with you: 1. Preparation 2. Delivery So the first thing I do is I come up a big picture represents all of it and then there's four major principles - they're like little breakouts of the major framework. So now let's get down to each one of these levels. I draw the major, overarching principle pictures and I will usually use blue. The next color I use for the actual content itself is typically green.I hope it shows up well on the camera here. Then I draw a smaller picture, yeah, that shows up alright, I draw a smaller picture and inside of that, I'm coming up with: A quote, A story The actual concept itself A ‘So What?’ You’ll see Russell do this in several places as well, I do this in a lot of spots: “Oh, cool quote about this. By the way, here's a really cool story that's gonna set you up to understand the concept when I drop it.” Which is why I always tell a lot of stories on this show and anywhere. Then, the “So what?” Meaning; “Who freaking cares?” If I teach you something cool and you can't use it, then who cares? I'm not here to say, “Oh, look how cool I am. So what? Who cares? I hate my time being wasted. I do my best NOT to waste you guy's time, so I do what's called a “So What?” I this at OfferMind; meaning: I teach you the principle Here's what you should be able to do with it now that you've learned it. It's like the deliverables, the thing that they should be able to go do afterwards. And frankly, this is a small picture... and then I do it again. We do a smaller picture, a quote.. and these are all little, tiny micro stories that teach the bigger concept. There'll be a bunch of 'em, boom, boom, small, small pictures. However many I need, in order to actually accurately show the BIG concept. Does that make sense so far? Then what I do is I typically, not always, it depends on how much time I have... So then I grab a red pen and red to me is the “So whats?” If you don't have red, you're dead... meaning this is the applicable area of what I'm teaching here. So then, I usually do somewhat of a workshop/Q&A, not always. One or the other, sometimes both, it’s very time dependent. These usually end out the principle that I’ve taught. For those of you guys who have got tickets to the next OfferMind, you got the replays from last year, watch me doing this. Each session is is usually about an hour and a half to two hours,and then we usually need a break, and that's fine, but I usually end with a workshop/Q&A section or session. I do the exact same thing for every single one of those major pictures and frameworks moving forward. Does that kind of make sense? That's how I prepare, but that's NOT actually how I teach it. That’s NOT how I teach it at all. Now I'm gonna erase the bottom of this right here, just so that I can draw how I actually toss it out, okay. So that's why I lace it all out on my floor. I just got another 12 legal pads from Amazon Basics, because I'm running out. I use a lot of legal pads because I'm literally drawing pictures and writing the quotes on all these sheets on my floor and stuff - because then I can visually see: “Crap, I'm missing a story on picture number two, section one, right, oh, dang, I'm need to find a quote, that backs up what I've been saying, I know this is a true principle, who else talks about that?” That's why I buy so many books, I don't necessarily read that many books from cover to cover, I don't. What I do is I hunt answers. If I know I'm missing a quote from section one, picture number three, I'm like, “Crap, who talked about that again?” Then what I do is I walk through my bookshelves and I grab out all the books,that look like they're about that topic and I will rifle through and speed read like crazy. In fact, on the other side of this camera is where I usually put all that stuff. I had stacks of books next to each principle: “Oh man, this stack of books is really about that one principle. This stack of books is really about that principle.” And I rifle through them to make sure. That's why OfferMind was so good, guys, I did my freaking homework. Let me grab another color here. Yeah, let's grab black… So that's how I prepare, but the way I actually deliver is, I always start with a story. A story at a place of high drama. Sometimes I will start also with a quote; sometimes those are interchangeable. It's not always in that order, but these are always at the beginning at least. So it's a story at a place of high drama, and a quote. I never just present the picture. This is one of the reasons why so many of us use whiteboards on stage is we are drawing the picture in front of the audience. If you have to go fast, that's fine, but it actually creates a deeper understanding for the audience if you draw and explain at the same time ...and then show them the finalized picture that you prepared ahead of time. Russell does this at Traffic Secrets. I do this all the time like at the FHAT Events.I did this several times at OfferMind, time depending, based on where I was. What I do is I draw a story to place high drama, then I go through a quote and then I'm drawing the picture in front of them on a clean whiteboard or a clean piece of paper. I'm saying the steps that they need to take in order to to do that principle, but I'm also visually writing down those steps. That's why in my slides, a lot of times, you'll see I'm drawing the picture even though it's already done on the next slide. This works so freaking good. I've used this many times on a lot of stages, a lot of stages, okay. I've an abnormal amount of stage time for someone my age and I know that, and I'm just saying, okay. So then I'm gonna number the steps out, audibly and written and then finally I press the slide button, 'cause I go make all these pictures. I have an artist go in and they will actually make a rendering of each one of these pictures. But if I just show it, it's not nearly as effective. Then I go through my “So Whats?” and then leave off with the Q&A/workshop. Does that make sense? Sorry for the reflection there, guys, I'm trying to get that off there. Anyways, cool, that's how I do it. First, I prepare it in the order I’ve shown you, but then I deliver it in this order. I DON’T just: Show the picture Use a quote Tell a story Reveal a concept Add the “So Whats?” BECAUSE… it's better if the audience discovers the picture with you as you're drawing it. Man, that's so much more effective. The learning's a lot deeper. Anyways, I just wanna share that with you guys. Some of you have been asking about this and I'm stoked to be able to share it with you. So if you guys are doing events - which are amazing. I believe everybody should do an event. Events are incredible whether it’s virtual or in person. Marketers are event creators. When you go in, especially in a teaching event. I'm speaking in a lot of places already in 2019, I'm really stoked about it. I got a lot of offers, I'm going a lot of places and I'm excited about that. I'm saying no to most of 'em, 'cause I'm really focused on my goal for this year. Thank you, I don’t want to offend anyone. If I’m gonna do any kind of stage speech at all, if I have an hour, if I have 30 minutes, if I have three days, this is how I do it. You'll see a lot of times, when I'm trying to over deliver content, in my head, I'm following this format. What's the story format I'm using? Epiphany Bridge Script. What's the quote I'm using? Someone who's influential, that the audience all know about. I'm drawing the picture in front of 'em. I suck at drawing, whatever! Next I walk through and number the steps out: it's the same exact thing I would do in a webinar script, but in this format, it's a little different. Then I go in and write the “So Whats?” Finally; Q&A/workshop at the end, time dependent. I love that one, it helps 'em really feel like they've gotten a lot. Anyway, that's the format that I use both in creating and in delivering. What I want to do real fast is cut over to one other video real fast… When I was at OfferMind, I ended the event. I was done, I was excited, I was like man, I knew that it had been awesome. A lot of money has been made from that event already; meaning the people in the audience applied everything and made a lot of cash, which is awesome and very validating… But I was getting down and guys, I was tired, okay, I was about to go get in the car and continue to teach the speaker team. I was exhausted, man. I had really not slept in a while, and if you've ever been on stage, like you should be freaking tired. The photographer came up to me afterwards and she goes, "You move more on stage than anybody I've ever seen ever," and I said “Yeah, well, number one, I hate bad speakers who are boring and number two, if I don't keep things interesting it's gonna suck.” I don't know if you guys have heard the saying or the stat. I don’t know if it’s a stat or a saying, whatever... but I believe it's true, 'cause it seems true every time I do it… 90 minutes on stage is the equivalent in energy to a full eight-hour workday ...And so to go for two straight days, man, you're wrecked, you are so freaking tired. Whenever I'm doing a webinar, it's an hour and a half, I'm acting like I'm on stage. I’m exhausted after I do a webinar. I’m putting out energy, I’m working hard. They will NOT exceed my energy level. I set the pace, so I've got to come in high and hard, so that I can bring everybody up because that brings them in a better place to be engaged and learn, I pre-bought caffeine for the tables. Anyway, so I did all this stuff, and then the event ended, and as I was about to walk off, Colton runs up and he goes, "Hey, wait everyone, don't move, don't move, don't move." I didn't know he had a mic in his hand and he invited John Ferguson up and they gave me the Statue of Responsibility Award which had a hard time not breaking down and kind of crying over, guys. The only reason I'm showing you guys this, it's not to pat my back, it's to pat my wife's for what she does to support everything that I'm doing. It's pretty intense. So I just wanna give a little shout out to my wife here. We're gonna cut over here, so you guys can watch US get that award and the amazing compliment that he gave her at the end of this video. So anyways, let's cut over real quick here: Coulton: We have something pretty special planned for Steve right now. He has no idea. So you guys are gonna be part of this, but in order to, like, explain it a little bit more, we're gonna roll a video, so if you guys wanna kinda sit back and watch a quick video with us, that would be awesome. VIDEO: Viktor Frankl, the author of Man's Search for Meaning and a Holocaust survivor, he firmly believed that if we don't act responsibly with our freedoms, we will lose those, and now we're able to create his vision. His vision was to create a Statue of Responsibility. Bookend the Statue of Liberty on the East Coast with a Statue of Responsibility on the West Coast. "Freedom threatens to degenerate into mere arbitrariness unless it is lived in terms of responsiveness. And that is why now it's for ten years that I've been teaching my American audiences they should see to it that the Statue of Liberty on the Atlantic Coast be supplemented by a Statue of Responsibility be supplemented by a Statue of Responsibility on the Pacific Coast." -Viktor Frankl SCULPTOR OF THE STATUE: "Everyday we make decisions. We can think about what defines us. Is it our past, or is it where we're going? Is it what we want to do, or what's happened to us? We have the ability. We decide what we're going to create each and every day." Coulton: I'm now gonna invite Mr. John Ferguson up to the stage real quick. John Ferguson: So Stephen knows what this is, but a lot of you didn't, so we wanted to share the video. On my way out here, I had an opportunity to talk to the sculptor of The Statue of Responsibility. Two years ago, we were on a mission to find entrepreneurs, influencers, people who are looking to change other people's lives. Viktor Frankl had in his study in Vienna, a sculpture with a man called The Suffering Man who reaches up to the sky looking for help. He always used to say, before he passed away, is "Where is the hand reaching down?" Being a Holocaust survivor, he talked about responsibility on the West Coast to bookend liberty and freedom on the East Coast, and so we said: "Look, we have to find individuals who are the hand reaching down to others in our world." Don't you think Stephen is one of those people? Yeah, totally! I think I've known Stephen about three years, first Funnel Hacking live event. We talked about that, and he is a different dude. He is awesome, right? I mean, phenomenal. And so I talked to the sculptor, and I had him sign one of the statues, and it’s numbered, and we're only giving away a few of these to individuals in the country. These individuals will have their names in a special place at the statue that will be built in Southern California, 305 feet tall, just like The Statue of Liberty. You'll be able to go inside and visit it. Because of what he's done, not only for this community, but for all of your communities, do you understand that? Now you can get your message put in a way, you guys are all a part of this. To Steve: so would you accept the Statue of Responsibility as a gift for what you've given all of us? Steve: Absolutely, man. Thank you very much. I really appreciate that a lot. That's huge. Thanks, man, thank you. John Ferguson: And one last thing here with Alyssa, the reason why I wanted her on the stage was she's the hand reaching down at home while Stephen's here with us. So thank you for giving us Stephen while you're having to take care of the home. Appreciate it. Steve: Thanks. It means a lot. Thank you. Yeah, yeah. Well, you guys are, you guys are gonna see my tears flex in a second. Hey, guys thank you so much for being here. We love you, we appreciate you a lot. This is totally a family endeavor. Hope you guys know that and feel that from us, and go change the world. We'll see you guys. Thank you, thank you very much. Thanks for watching this episode, please rate and subscribe at ITunes, I would really appreciate it if you guys rated it. That means a lot. Guys, thanks so much. Let's cut over to the video and see us getting that award. Bye. Boom, just try to tell me you didn't like that! Hey, whoever controls content controls the game. Wanna interview me or get interviewed yourself, grab a time now at stevejlarsen.com.

SFR 201: How I Made My First Event, OfferMind...

Play Episode Listen Later Dec 18, 2018 30:20

Boom! What's goin' on everyone? It's Steve Larsen from Sales Funnel Radio. Today I'm gonna teach you guys how I was able to pull off OfferMind so grandly as my very first event. 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? Hey, I'm excited for this episode. I'm excited for today, I'll be honest. So, just know that what I wanted to do, is I had OfferMind happen just very recently. OfferMind was my event that signified me moving into the offer creation category. No one has become the category king of offer creation. I am trying to make my stand there as being the best and the first in that area as the solution provider for that area. You know what I'm talking about? So anyways, I'm really really excited about it and all of it. OfferMind has signified a lot. What this episode right here is not about is the content about OfferMind. What I wanted to do is take a kind of an objective look at how I pulled off OfferMind so grandly as my very first event. Anyways, it'll be fun. It'll be really really cool. I love events. Events are very special. If you guys think about it, there are seven phases of a funnel - we learned that from the book, Dot Com Secrets. The seventh phase of a funnel is to change somebody's environment. That's why events are so powerful. If somebody is agreeing to come to an event - they've gone through the first six phases of a funnel. I'm not gonna go through all those right now, but you can look them up in Dot Com Secrets. The seventh phase of a funnel, the last phase of the funnel, is to change somebody's actual physical environment, and that's why it's so awesome when they show up... but it's also why it's so hard to get them to the event. So if you're about to throw an event, and you're like, "It is super hard to get people to an event." Yeah, I totally get it. I completely understand. I was at this Inner Circle meeting a little while ago. It was probably like six month ago, I think... I dunno, my timetable is totally messed up now... It was a while ago, and I was at this inner circle meeting, and I learned from some people, that what they've been doing is in some of their products, is giving away a free ticket to their event. So when you buy the book or the program or whatever, included in that is a ticket to the event. That's clever. Now let me ask you a question though... Do you think the person who shows up with a free ticket has the same mentality as the person who shows up with a paid ticket? No! Totally different. In fact, if you give away a thousand free tickets, I would guess maybe 200 would actually show up. That much of a drop-off, okay? Huge drop-off. And a very different mentality; you will attract a broke room, a poor room if you're going to be selling something. Not to offend anybody, just being honest okay. If you pay to get to an event, what do you think the attendance rate is gonna be? A lot higher. It's pretty standard inside of events that have a 10% drop-off rate. A 10% no-show rate. They just don't show up. Baffles me. Blows my mind. I have no idea why it's that way, but it is. Even with the high ticket events, paid ticket events, whatever. When I was running a lot of FHAT events, or Funnel-Hack-Athon Events... Guys, that was a 15000 to 25000 dollar event for people to show up. That is how much they paid, and still, we'd have people who would not show up after paying that much money. Yes, I'm serious. It's like, "Holy crap are you serious?" Yeah, I am. And that's what's interesting about this. There's always a no-show rate. There is gonna be a different mentality of person that shows up when you gave away free tickets versus the mentality of a person who showed up with paid tickets. So I was like, "Well, I need validation to even move forward on this idea. How can I validate throwing my own event?" I mean I've always wanted to throw my own event. And so what happened was, about four months ago when I knew that Russell was gonna be doing the, (wait, it's November isn't it? November/December by the time you see this episode it will be December? Okay, but right now, recording this, 'cause I match my content, practice what I preach here, right.) ...It was back in February when Russell first started talking about doing this book. The 30 Day book. When he first started talking about that, and he started reaching out to all the people for it, I was like, "Sweet, this is gonna be so cool." And I went in, and I got to write my chapter - it was really exciting and awesome. What was cool, is when he wrote this book, when the idea came out for this book, I thought to myself, "That's it. That is how I can fill a room. That's the vehicle that I can give a free ticket away with when I sell it." So that was super exciting. I knew that OfferMind was gonna be comin' up some time in the future. I didn't know when, but I knew it was there. Most people will stop because they don't see all the details yet. Don't stop... if you've got a sweet idea, just know that clarity will happen as you move, not before you move. Little nugget there, just threw it out. ...So when I saw Russell go out and say, "You know what, we're gonna give away, for everyone who promotes the book, we're gonna give 100% commissions." He's like, "I'm not gonna take any commissions on that book." I was like, "You're kidding. Oh my gosh, this is actually really really big. Okay, okay, dude, can I interview you on my podcast?"(Russell was on the podcast a little while ago.) "Dude, can I get this, can I do that." Alright? And I started structuring a campaign around this book. Knowing that when I drop out a free ticket with the book, I'm gonna get more sales because the perceived value of my offer is gonna go through the roof. I also knew that people were gonna be like, "Oh my gosh," and it was gonna be more talkable. I sold 375 books, and I was like, "I bet a third of those people will actually show up." And that's about what happened. About 120 RSVP'd, but I think about 100 showed up - which is pretty standard for a free ticket. You know what I mean? There's not as much fear of loss if you don't show up for a free event that you didn't pay for, right? So what I did, was I piggy-backed the event on Russell's event for the 30 Day book launch. That's how I filled it up so much. I purposefully did it that way. Now, I also knew that a lot of people were not gonna be able to, or didn't hear about, or just were like, "Hey, I already bought the book through somebody else," I didn't wanna leave out all those other people. So what I did was I built an event funnel. It was a very fast funnel to go in and sell people who wanted to actually dive on in and join the event. So that's what I did. And it worked really really well. I started selling different areas around it. I sold a VIP upgrade. A one-on-one session with me afterwards on the third day. But the biggest mistake that people make with throwing events is, they try to make money on the event tickets. I don't take any profit on people just getting to the event. There's not as much story in this episode, I just want to hit several things right here. I ran a little ask campaign inside the group, The Science of Selling Online, and I asked: "Hey, what question to do you guys have about how I ran OfferMind?" And so I'm answering a lot of your questions here so you guys can see how I did it: >The event room in the hotel was $7500 I believe. And I was like, "I don't wanna pay for that." I was like, "Holy crap, are you serious?" I was like, "Well, what if I just did a really long one-on-one session with somebody on the third day." So the event was two days, but there was actually a third day where I left it open for people if they wanted to do one-on-one sessions with me. That's exactly what happened. Somebody came in, and they paid, and I charged almost the exact amount as the room was. "Sweet, alright, somebody else paid for the room." Please, no one get offended by this. I'm just telling you guys what's going through my head. I knew it was going to be around $20000 for the AV team to come in. It was significantly more though. It was $35000 for the AV team to come on in. It's why it looked so pro and so amazing. I was like, "Man, I don't wanna pay for that." And so I was like, "Okay, what if I just push a little bit harder on this book?” And I did, and we sold 375 books, that's the equivalent of $37500. "Well, sweet, okay, that paid for the AV." We have some sessions that paid for the room. Now, how I pay for swag and to make it awesome, get a photographer there and get someone just filming B roll? All of those things together was probably another 10,000. Alright? So what I did. Uh, it was more than that... . Anyway, what I did, was I sold a VIP upgrade. Through that VIP upgrade, I think there was like 14,000 dollars that came in through the VIP upgrade. I was like, "Sweet." You guys get how I did this? ...I mean, out of pocket, there was a few other expenses, things around that I'm just not remembering off the top of my head, but you have to understand and get resourceful. It doesn't matter what level you're at. I've watched Russell do this when he's been planning Funnel Hacking live; there will be these big people like Tony Robbins... or "Let's get in this person or that person." He's like, "Crap, seriously, that's how much money they want?" Or, "It costs that much money to do that?" Or, "The event room is this amount of money?" Or, "The swag, holy crap!" Rather than go, "Well maybe we won't," he says, "How can do that?" Multiple times I've watched him go through and structure a way to liquidate his cost on that. That's exactly 100% how I pulled off OfferMind. Structurally I'm talking about, how I actually pulled it all together and pulled all those pieces together. So in total, I think it was around $65000 to pull it off? Is that about how much it was? $65000 for OfferMind? - Yeah. - I was just checking with Colton, my alter ego now. $65000 to pull off OfferMind. I think, out of my pocket, to actually pull off the event, (about 37000 dollars for selling the book, another $7000 for plus the 15 ish plus the 20), I think I shelled out maybe personally about, maybe like six or seven grand, which guys, in hindsight, really awesome. I wanted sweet swag. I wanted an amazing visually impressive experience. If step seven of a funnel is a new environment, I cannot just have you walk into a normal room, I must put you in an environment. Does that make sense? You have got to enter a different sphere, a different place. I'm willing to go into the hole over that. You understand? And so I did. Sort of like, structurally, that's how I pulled off the event. Three days before OfferMind happened, I asked one of the AV guys, which they're freaking amazing by the way... Valiant was the name of the AV team. They're the same ones that do Funnel Hacking Live. They're the same AV team that does all the Two Comma Club X events - they do everything for Russell. They set up the stage, it's a brilliant, brilliant room, all that stuff. That's why it looked so great. ... they came to me, and they had this cool pitch. They were like, "We love your light bulb logo. We're thinking, what if we dangle light bulbs upside down from the ceiling in this cool way with your logo floating in the back?" I was like, "That's amazing, yes! Sounds good." So as far as structurally pulling off the event logistically, that's how it happened. I'm looking for ways to liquidate costs on the cool things rather than sacrifice experience, I ask "How I can afford, how can I create an experience?" So the event was pretty much completely liquidated. Almost. Almost, I did go into the hole a little bit with it. But that was, you know, whatever. I mean, you guys that came. I mean, if you didn't come, there's no way you did not see someone posting about OfferMind, right? Social proof was all over the place. I know the psychology of sharing a post on social media. The reason we share is because we think it's funny, or it evokes a lot of emotion, it makes somebody laugh, or it makes somebody feel important. When I share something funny, I'm doing it because I'm saying I'm funny. When I share something that makes me angry, I'm sharing it because I'm saying it makes me angry. Does that make sense? We share stuff to say who we are. It actually is a reflection of the essence of the individual sharing. It has less to do with what you're sharing and more about how the share-er feels. And so knowing that those are the motivations; knowing and understanding that piece of it... What I was trying to do is give people content to share. That's why the room needed to be amazing. That's why all the stuff in there needed to be visually so impressive. You understand? It was not just about me teaching. It was not just about me practicing stuff about my book that is coming out about it, right? Your Core Offer is gonna be the book and the content itself from the event, was on a higher level, the stuff that is coming out of the book and I needed to test it in one final phase. I've been testing it for months and months, eight, nine months. And I needed to go in and do that. But you have to understand, that was what the event was for content-wise. But I needed it to be so visually impressive. It needed to be an experience. When you walked in, I needed those doors to close. You're not allowed inside the event. No one is allowed in there. No one is leaking pictures. (I know a few people did, and I wish they hadn't.) Because what I'm doing is I'm creating anticipation. Event throwing is what a marketer does, whether online or offline. Part of the event is anticipation for the event. Can you imagine, wow? And I needed to invoke that emotion: Imagine what it would be like, imagine what the feeling is gonna be, what is gonna be like when I sit there, and I have this major epiphany on why I've not made it work yet. What's it gonna be like. And that game in the person's head is what I'm trying to cause. So that when they're behind closed doors, and the registration table is on the outside of the event, and the doors are closed, but they hear the music... They hear the music and the feel the ground rumble, and they're seeing some streaming lights coming through, but they can't quite see what's going on. And for the first time, those doors open. There's literally new doors in their life opening. You understand? It's a symbol, okay? It is a symbol. Event throwing is an art. There is a science behind it, but there is an art piece to it as well. I am not just having people show up in a room and have me speak at them. In my mind, no matter the content, what I would say, huge, huge, huge opportunity, failure if that was the case. That is not why I threw the event. I threw the event, yes, for the content pieces, I'm gonna be using that in other places in as well; book, other cool stuff that's comin'. But I needed, it's more about the experience of the individual showing up. Is it a symbol of new opportunity in the individual's life. I am breaking and rebuilding so many beliefs inside the person's head that they are literally doing things that they never thought they could do? They have new capacities for own life that they never thought were possible. That's what I'm trying to do. That's why the event is such a big deal. All the stuff laid out in perfect matching order on the tables, the swag, the way they walk up, why the doors are closed, the way they open up, the music that's playing; music you guys hear me play on my live funnel builds. There is so much freaking psychology behind it. It's important that I'm not in the room when you actually open the door. I should not be in the room. I should have somebody else introduce me. And their whole role is to raise the energy level of the room: "Whoa, whoa, whoa!" And then, "Welcome, Mister Stephen Larsen." I need that. It elevates. As I walk up to the stage and the person who is MCing, (which is James Freel, who I'm very thankful for), he got them riled up. There were some cool videos played. Marley, my amazing video person, made this incredible walk-up video. Lots of credibility stuff. Stuff that I'm a little bit uncomfortable with. You know what I mean? I don't want ever to be like, “Me, Me, Me,” but that's important for the psychology of the event. When I walk up, I need to make contact with the MC physically - that's the transfer of authority and power on stage; it's visual in front of the people. This is important, and I'm not making this up you guys. Go watched 10X Secrets training, he's gonna talk about this. That psychology is massive. So when I walk up, my role is not to raise the energy of the room. My role is to come in with an already high-level energy room and then I can do my thing - otherwise, I gotta raise the energy of the room. I don't wanna do that role. There's a lot to throwing the event. There's a lot of psychology behind it. You think I'm joking? Go watch people who actually do this professionally all the time. I've been exposed to a lot of that. That's why I know a lot of this, and I've been doing it - that's why we pulled it off well. There's orchestration behind your actual event; how it runs, the way it happens. I know that as the event goes up, I need to build pressure and excitement, and then release it. And then build pressure and excitement higher than last time and then release it. And then build pressure and excitement higher than the other two times and then release it. And then build pressure, and then sail. That's exactly what I did. So I'm like "Boom, cool nugget drop," release it, let's take a break. I can tell when people were exhausted mentally or physically. I put caffeine on the tables - Pruvit, that's the emblem I'm in, and you guys all know that -, and a lot of you guys ask me about it. I drink Pruvit every single day, and a lot of you guys know that. You know that about the orange bottle, right? This is the orange bottle. There's always orange juice in there. A lot of you guys comment about that. What did I do? I need you mentally checked in, I'm gonna drop some stuff that no one ever taught before. So because of that, we made sure to get literally $2000 worth of Pruvit it on the tables, and keep it on the tables. It wasn't so much about me. I'm not trying to sell it; I need their brains checked: “Boosh, are they with me?” Because I'm gonna go long and I'm gonna go hard and I'm gonna go late into the evening. I'm gonna over-deliver day one. Over-deliver to the hilt. Blow people's brains. Boosh, brains on the wall, right! The reason is that I'm doing everything that I can, everything that I can, to orchestrate an experience, not just drop cool content: >They got caffeine. >I'm givin' them notebooks so they can take notes. I'm not gonna expect them to come with a pen and a notepad, but I need them to take notes. Mentally, they're checking in when they do that. When they open up that notebook and they start taking notes, they are with me. When they take a little bit of caffeine, (still one of the best nootropics that's out there), they are with me. They can go further and longer than they normally can physically on their own. More discipline, more focus, more attention than they would ever do on at their own homes. Very fascinating by the way. Then they go to sleep, or they're spending time with each other in the evening, they're like, "Holy crap, that was freakin' nuts, jeez." Then the next day, what did you learn, what did you learn, what did you learn? And part of what I'm doing is, as I'm taking breaks, there were those catch box mics, and I'm like, "If you have questions throughout, ask me. I need us to be interactive." It's not just for questions, it's to keep you engaged. Me throwing around the catch box all over the place, (the microphone that you can throw), it's so that I know what the coolest piece was, and I'm hearing where people's "Wow!" is. I'm like, "Oh, for me the 'Wow’ was over here. You thought the 'Wow' was over there... okay, cool." And you guys were guiding me more than you realize when I was on stage. I was extremely prepared, but I'm making sure that I'm spot checking based on your feedback. And when breaks are over, keep that energy high by throwing around the catch box: "What did you learn?" If I'm just standing on stage in the one spot? Bad. Dumb. Failure. You guys know the photographer that was there, she's like, "You move more than anybody that I've ever seen on stage," and I'm like, "Yeah, it's because I am trying to keep you with me." You should be freakin' exhausted after one 90 minute presentation. Russell taught me once, he said, one 90 minute presentation is the equivalent of an eight hour work day in energy expenditure. 90 minutes - I don't even know how long I went? I went from 9AM to 9PM. I think I went 12 hours. There was a one and a half hour lunch break. We took a hour at dinner, I think? Did we take an hour at dinner? Something like that? So I went for eight hours? I was freakin' exhausted you guys. Don't plan on sleeping when you do this kind of stuff. And you should be exhausted. I'm running around the room. I am responsible for the energy tone that is set in the room. I am responsible, not the audience. When people stand up, and they beg for comments, it's the presenter that's losing, not the audience. I know that. And when I was doing these super high-level FHAT events, stuff like that, they're deep, complex concepts sometimes right? It's not up to them. It's up to me. So I run around like an animal. My feet were freakin' on fire after day one. A lot of people say, “Stephen how do you do what do?” It hurts! That's the answer man. It hurts. I was laying down in the hotel room even though I live here - way easier to just stay in the mind-prep zone and stay in state while I'm staying in a room at the hotel that it's happening at - so I can just go right to the room, right back up. Lunches, go detox, drop the pressure and noise, as Alex Charfen talks about: Relax for a second, listen to some meditation music, chill the freak out and then go back into state. Whew, bam, right. The break is for me is just as much as it is for the people. Boom. Boom. There were multiple times when someone would walk up and be like "Can I ask you a question?" and I'd be like, "Sorry, no, because I need to make sure I protect my break. I need to make sure I protect my time.” So, guys, I wanna walk through how I actually structured my first six-figure day, 'cause that's what happened there, but not on this episode though. I wanna do that on the next one. I just want you know how I threw the event and what was all involved with it. And we're gettin' swag, and we're getting net 30 terms so I can make sure I can get the actual affiliate cash coming in so it pays for that: "Let's get it over here, so it pays for that. Let's get it over here, so it pays for that." And guys, that's how you throw a sweet amazing event. You don't have all those things in places. Not usually, most of us, not usually. You don't have all of that stuff in place. Instead it's all about building the pressure just like you would a product. Build the pressure. "Tickets, go, go, go, go, go. We're gonna close, we're gonna close, we're gonna close. Who can pay for what? Who is gonna do what? Bam, bam, bam, bam, bam..." It has a lot to do with anticipation, energy output, expectations, and experience, and environment. That's how you throw a good event. I could of stood up and said things that were not actually that prolific, and it would still have been a great event because of the experience that we provided. Does that make sense? It's that big of a deal. Now, I understand that the content was epic and it'd never been taught anywhere - I've never had a platform to teach all that. It was really really cool. I've talked about the content that came from the event, and how I write the book slowly, and why the event was thrown and stuff like that... But I'm not talking about the content, I'm talking about the event itself and throwing it. What I'd like to do in a few episodes from now as well is walk through how I was able to structure a six-figure day. My first one ever. It was almost multi-six, which is really cool. I want to teach you guys how I was able to go do that, and pull that apart as well. These episodes are a little more in depth, a little more intense than I normally would make them, but a lot of you guys ask, so I thought it would be a cool place to do that. Somebody asked, "What was the biggest takeaway you had from your first live event?"Thank you, Pat Phelps, appreciate it. What's the first biggest take-away? They are challenging, but Colton and I were even talking, and they're not as challenging as people said that it would be - and I know it's because we had great help. there was a full out team. There's no way you can do that on your own, by the way. You need people. People were all over the place helping. I so appreciate that. I clearly understand and realize that it's not me, me, me land. Biggest take-away? Yeah, definitely it was in liquidating costs through other things. How much did all the AV stuff cost using all the other crew? $35000 for the crew. They are completely worth it. Hire them, they're amazing. For the total event, 65 grand. And as far as roles and positions, it was actually Dave Woodward who taught me that one person on your team should be dedicated to you solely for the entire event. There's a lot of pressure going into your head, so you need to have somebody with you all the time: "I need this. I need water, do you have a protein bar or something like that?" Back and forth. And understand guys, it was just Colton and me pulling this stuff off - it was so crazy. A lot of people helped, swooped on in, and I'm just so appreciative. It really really means a lot. As far as setting it up, getting stuff on the table, really, I mean, it was just so so helpful. Colton's wife came in for a bit, Tara, she came in and did a lot. Ryan Jones, Scott, Taylor, you came in. Anyways, I'm trying to give kudos and thanks to where it's deserved. A lot of people involved in the pieces to set-up, stuff like that. As far as roles though? Anyway. The biggest thing I learned? You know what, I'm not gonna answer that one now. The biggest thing I learned, I want to talk about it on the way I structured the six-figure day, which will be really really cool. Anyways, appreciate it guys. Thank you so much. Very excited about this. Hopefully you guys learned more about throwing events. I'm not saying it's gotta be that massive scale all the time. You're like, "Crap Stephen, I don't have 65 grand to go throw an event." Okay, whatever, fine, but just know, it's more about providing an experience and changing the environment. It is the final phase in the funnel. And because of that, you're gonna lose a lot of people, the six steps on the way to the seventh. Think about it. Russell's got a freakin' giant list. A lot of people that show up to Funnel Hacking Live are not using ClickFunnels yet. They want to, but still, his event is only 4000 people when there's 70000 active monthly users. There's 4000 people coming to this next event, 4500, alright. Think about the numbers of that. He has such a huge list. Some people are like, "Stephen, I'm gonna go throw a massive event it'll be real easy." Events are like the hardest things to fill ever. Way harder than a webinar. Way harder than anything else because they gotta go set-up: >Who's the babysitter? >What are my flights? >What are my hotels? >Can I get off time for work? >Can I get off time for this? ...blah blah blah... there is so much stuff. Events like that appeal to hot audiences - when you have a very hot audience who are in the seventh phase of the funnel, so it's a small group. A very small group. I'm excited for the next OfferMind - there certainly will be one. Probably, it's gonna be a yearly event. Next year I'm actually already bringing in some really cool speakers as well. I can't tell you who, but... So anyways, If you guys want a ticket though, we do have discounted tickets for a little while. The price is definitely going up because it's a sick event. I got some cool people coming to you guys as well. For this first event, I needed the content to be more about the content. The next event though, I'm actually gonna bring in some more people about, "Here's how you create offers around that industry, that industry, that industry, that industry, and here's the expert on the person that did it, that did it, that did it, that did it." So really cool people comin' on in about specifically offer creation - it'll be really really cool. So you guys can go to OfferMind.com and go get your ticket. It's exciting. I'm really really pumped for you - really excited for all this stuff, it'll be really cool. So go to OfferMind.com to grab tickets. If it's off, just put your name on the waiting list. If it's up, then the tickets are there and you can actually dive on in and grab a ticket at the price that it was at now. We're gonna have to raise it a little bit, but anyway, excited. Screaming success, a lot of people involved, and definitely, a Hail Mary. Just tons of fun... but it took Colton and me, I think, a solid three days just to recover physically. Probably a solid week to recover mentally. I was wrecked. You were wrecked, Couton? We were wrecked, man! I've thrown a lot of events, but there was only one other time in my life I've been that tired, and it was during basic training. Seriously. That was insane man. But anyways, cool stuff guys. Appreciate it. You're all awesome. I appreciate you guys comin'. I know a lot of you guys wanted to come and there will definitely be others. We'd love to have you at the future ones. See you guys later. Bye. If you're just starting out, you're probably studying a lot. That's good. You're probably geeking out on all the strategies also. That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them. Right? That's also what I struggled with for a while until I learned the formula. So I created a special mastermind called an OfferMind to keep you on track with the right offer and more importantly, the right sales script to get it off the ground and sell it. Want to come? There's small groups on purpose so I can answer your direct questions in person for two straight days. You can hold your spot by going to OfferMind.com. Again, that's OfferMind.com.

The Night Before 10XSecrets.com Went Live...

Play Episode Listen Later Dec 5, 2018 9:19

A few of my final thoughts at 2:36 in the morning, before we launch the 10X Secrets funnel. On this episode Russell talks about his backstory and how he learned how to persuade people to buy, and how you can learn to do it too because the 10x Secrets product was about to launch. Here are some of the super awesome things in today’s episode: Who Russell learned the art of closing from and how you can have access to the exact same course. What kinds of things are included in the new 10x Secrets course. And how if you pay attention to the buying process of the 10x Secrets course, you can learn how it was done. So listen here to find out why the 10x Secrets product is special, and why Russell is so excited about it. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to a freezing cold, late night Marketing Secrets podcast. Alright everyone, it is officially 2:36 am in the morning. By the time you’re listening to this, this will have already happened, but tomorrow is the 10x Secrets product launch. And I am so excited. I don’t even know how to explain my excitement level. I feel like there’s been a lot of cool things that I’ve tried to bring into this world. I know we all have these legacy projects we have. So I think Clickfunnels is by far my biggest legacy project. This thing we brought into the world to help empower entrepreneurs to sell more products and change the world, which has been good. But I think the thing that, I think the books that I’ve written have helped simplify the process for people. But I think the thing that’s the most beneficial is like, having a funnel is really good, understanding how to do it, how to create products is really good. But how to sell is the most important thing. There are so many entrepreneurs who could change so many people’s lives, but they do not have the ability to persuade somebody into giving them money so that you can go and transform and change their lives. And I think for me that was the key. I spent 15 years of my life, for those who don’t know the backstory, trying to understand this skill. I went to my very first marketing event probably 13 years ago I think, 12-13 years ago, as an awkward, shy internet nerd who had no friends, outside of my beautiful wife and some wrestling buddies. And I was trying to figure out how to make money online. And I went to this event and I was expecting to learn SEO and PPC and all these things, and instead I saw a speaker get up, talk about internet marketing and at the end he sold his package, and I watched in amazement as people ran to the back of the room. It was a $2000 course, I did the math, “2, 4, 6, 8, 10, 12, oh my gosh that guy made $68,000 in an hour and a half.” The next guy got up and spoke and he sold, he sold a $5000 package and I did the math and by the time he was done he did like $120,000 in sales. And I saw the next speaker and the next and the next. And after three days of watching this, I was like I have to learn this skill. I have to become a master of this. So I started the journey and it was not an easy road for me. There were ups and downs and bumps and bruises and all sorts of nightmares in between. Lonely nights, long trips on the road. Some trips where I financed, you know, I pay to fly out and go to hotels and everything, and I’d go and I’d speak and sell and I wouldn’t actually sell anything and I’d fly home. And man, I’d lost $6000 trying to go sell on this thing. $6000 we didn’t have, expecting to go out and kill something and bring it home, and coming home empty handed, not once but multiple times. But I kept doing it and kept doing it and kept doing it until I started learning how you persuade, how you teach, how you make an offer, how to control a room, how you get people to do what you need them to do so you can actually change their life. And that was a 12-13-14 year journey for me and I really feel like tomorrow, actually today a couple hours from now, I think it’s nine hours from now the launch. Nine hours and 21 minutes is the launch. But I feel like this is the culmination of all that. Where I’m taking everything and putting it into a super product. It literally is, it was after the Grant Cardone event where I did 3.2 million dollars in 90 minutes and then 30 days later I got onstage at my own event and did 13 million dollars in 90 minutes. I made more in 30 days than I had made prior, usually in multiple years. And after the 10x event I promised everyone I’d do a training, showing them how I did it. And I did a 6 hour training and that is the foundation of this product, that 6 hour training. And then as we started creating this as an, in fact, if you guys listen to the podcast, if you remember after the Grant Cardone event I said, some of you guys are going to be blown away I made 3.2 million dollars, but this is just the beginning. I’m going to make way more telling the story about how I made 3.2 million dollars. So this is the beginning of that. So as we started putting the offer together it kept getting better and better and kept plugging in more things. We spent this whole day working on my webinar slides and making template versions of them that people can take and literally have my slides and my power points, my keynotes so you can go tweak them and edit them for yourself. I did a whole training for like 40 minutes on how to edit the power points and all the psychology behind them. I did, I found a 2 ½ hour training I did with my inner circle that showed the choreographing of the 10x event and also the Funnel Hacking Live event. Like how did we do 13 million dollars in sales at our own event? We choreographed every minute of the entire event and I walk through the choreographing of that. I put that in the course, I put interviews from all the legends that I learned closing from. I can’t even tell you how much we put into this thing, but it’s insane and I’m proud of it. I hope that all of you guys get it, not just because I wanted to make money, I do, I’m not going to lie. But that’s not the purpose. I want you to get it because of how much money it’s going to make you. It’s going to give you the ability to actually persuade your audience to give you money. And when they give you money you will have the ability to help them and serve them and change their lives. People who don’t pay, don’t pay attention. And if you can’t get someone to pay, you’re not going to have the ability to get them to pay enough attention to your message to be able to change their life. And this skill set that I want to teach you guys, it will change everything. I could show you guys tons of people that have gone through pieces of this training. Brandon and Kaelin went through this training, boom Lady Boss was born. Dan Henry went through this training, you’ve see how he’s blown up. I could show you hundreds of people who have learned this stage presenting webinar style that I do and have built multiple million dollar a year businesses. And this is the first time I’ve put everything together in one spot. So if I was you, a couple things. Number one go to 10xsecrets.com right now and buy slowly. The funnel, I’m very proud of this funnel. There’s so much in it and if you put your student glasses on when you buy, you’ll notice what is he doing? Why is he doing it? Where’s the layout? Why is the button here? Why does the order form look like this? All those things are strategically thought out and tested. They’re not something we just make up, so buy slowly, it’ll be worth the price of admission alone, just to study the funnel. Number two buy the upsells because they are insane. I wish I could tell you everything. The order form bump is my power point slide deck and the training goes with it. It is insane. If you don’t buy that, you must hate money. The first upsell, I literally got John Childers, the dude who trained almost all public speakers for 20 years, the people who, he’s like the founder of this industry. He licensed his course to us, and his course, it’s called Childers Chunks. It’s not just like, here’s a course on how to speak from stage. It literally is all the stories he uses to break false beliefs, and you listen to the course and he gives you the chunks. You learn them, you memorize them, you plug them into your presentation and now you can use them. We licensed that entire thing from him, so you get that as part of the upsell, which that alone, I can’t tell you how many times I’ve listened to that course and how many times I memorized his stories to be able to tell them in my presentations. The fact that he allowed us to license that is insane. It’s insanely good. The second upsell is my FHAT event. We used to charge $15,000 for it, and now you can literally do the FHAT event virtually from your home at a fraction of a fraction of a fraction of the cost. If I was you I would invest in everything. I wish I could just force you to buy it all, because it’s worth it all. And we give everything at these hugely discounted prices because I want everyone having this. Like I said, as soon as you learn how to persuade, everything will change for you. Anyway, thanks for letting me rant and talk about it because I’m so excited. If you haven’t checked it out, go to 10xsecrets.com, pay attention, watch the process, watch the videos, watch the copy, read the copy, look at the links, look at the structure, look at the order forms, look at the upsells, look at the copy at the bumps, this is a marketing education that I hope you guys are paying attention to. Alright, with that said, I’m going to bed. I have to be here in like 3 ½ hours to work out with my guy. So it’s going to be a short night, early morning, but then the launch is tomorrow and that’s the best part. So thanks everyone, have a great night and I’ll talk to you guys soon.

secrets seo lonely grant cardone ppc clickfunnels russell brunson marketing secrets lady boss funnel hacking live kaelin dan henry fhat

The Unboxing Funnel

Play Episode Listen Later Dec 3, 2018 18:43

A cool new way to look at how you structure your sales funnel. On this episode Russell talks about a new kind of funnel he’s been developing for the 10x Secrets launch, called the Unboxing Funnel. Here are some of the awesome things you will hear in this episode: What an Unboxing Funnel actually is. How you can use the Unboxing Funnel in addition to the webinars you already have to sell the same products. And how this funnel can allow new customers to come in, who you would be unable to close on a $1,000 webinar funnel. So listen here to find out what an Unboxing Funnel is and you can use it. ---Transcript--- Good morning everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. Today we’re going to be talking about what I call an unboxing funnel. Hey everyone, I hope you are all having an amazing weekend. I am actually out today in my yard. We’ve been having fun with the kids, cleaning things up, getting ready for winter, which is near upon us. And I’m hoping the wind doesn’t blow too loud as I’m sharing this stuff with you. But I just got this thought in my head, and I’m excited and wanted to share with you. So I’m going to dive deep into an unboxing funnel because next week we’re launching out 10X secrets master class, which I’m really proud of and really excited for. And what we’re doing in is what I call an Unboxing Funnel, so I’m going to break down what that is and share it with you guys because I think for a lot of us marketers when we’re doing things, we only look at things one way. Like a lot of you guys are doing webinars and you’re looking at that one way, so I want to share with you this because basically what we’re doing is what we’re calling an unboxing funnel, which is like a webinar, but we’re chipping out the side and breaking it up and unboxing it into a really cool offer. So I’m going to go walk you through that in a second. But first I’d love to get your guys’ feedback because I started thinking, I don’t know if you guys all do the same thing, but when I see people I’m competing against do things….I’m always watching, right. I think it comes from me growing up as a wrestler. As a wrestler I knew what I was trying to accomplish. First I wanted to be State Champ, then I wanted to be an All-American, then I wanted to be a National Champ. So I had these things and I’m watching all the people I’m competing against. So I’m watching the matches, I’m watching the scores, I’m watching what they’re doing, I’m watching the moves they’re good at, then I’m practicing based on that. So I’m back in my, I’m watching a tournament and I see a guy who’s better than me, who wins a tournament. Maybe I take third, he wins it. I watch the match, I study it, I go back to my dorm room, I start figuring out how do I beat this guy? This is what he did, and how he did it. I gotta get better in these positions and this thing. So when I had the chance to wrestle him next time, I’d be able to beat him. That was my whole life. That was twenty years of my life, which is, if you wonder why I compete so much in business and why I love this game, it’s because it’s the same thing. I’m looking at my competitors and what they’re doing and trying to figure out the next move. It’s like a game of chess for me. It’s fascinating to me, I don’t feel like….for some reason, no one is being willing to step up and hard core compete against us, which is kind of frustrating as a competitor, I’m used to that. I’m not used to that, I want people to step up and compete. And instead nobody really is, which I guess is probably good. But at the same time it always surprises me. So I look to people I’m competing against and I’m watching, I don’t know about you but I watch what they do. It’s like Chess and I’m looking at the moves they’re making. I see the move they make and then I try to, based on this I’m going to do this. And this is where I got to get stronger, and this is where I gotta protect ourselves, which is logical strategy as an athlete, as a competitor. But for some reason in business, nobody’s…I don’t know. It’s interesting. So instead what I do is I watch as our competitors make moves, and then what I do is I put myself in this role where I’m like, if I was consulting these people, this is what I would do. It’s kind of a fun exercise in my head. In fact, I remember probably two and a half years ago, I did a podcast episode, it was right have Clay Collins, the founder of Lead Pages had done something that was totally playing into, it played into our strengths and it was like the greatest thing he could have done for me. And I remember being so shocked. It’s like if I was wrestling in a wrestling match and the person is like stepping into me, which opens up the leg for me to shoot on. I was like, “Why are you doing that.” I remember being so confused like, dude, you literally just opened up a gap to make it so easy to dominate you. So I’m so confused by this, so I did a whole podcast episode I remember that day, driving to the office. Like, “If Clay Collins hired me as his consultant, this is what I would have said, and what I would have showed him, how he executed things poorly.” And it was a really funny episode. And then I realized I was probably a jerk to post that, so I didn’t. I don’t think I ever posted it. I don’t even know. I may still have it somewhere. I should go look for it. But it was a really funny podcast, me coaching my competitor on what they should have done, as opposed to what they did do. “You stepped here, which means you were out of position, which is why we were able to attack and open up and expose your flaws, which in a wrestling match is how I beat you. Whereas, instead if you would have done this, this actually would have been, something for me as your competitor I would have been on my toes for.” Anyway, I didn’t publish that one because I thought it would be probably too soon. But part of me is almost wanting to do the same thing right now and publish for example, this is insanity to me. Word is on the streets, and I’ve seen some of the stuff they’ve been publishing, it’s crazy. Infusionsoft right now is in the process of changing their name. And in the documents sent out to their partners saying why they changed their name is literally because people are teasing them, calling them confusion soft. I’m like, you guys have a 18, 19, 20 years of branding behind this thing, and you’re literally changing your name because people in my community, and I didn’t start this, it was all them, have been teasing them and calling them confusion soft. It just blows my mind. I want to, as a marketing consultant I want to be like, “Dude, what are you doing? There’s no better…if I were wrestling you literally just stood straight up and put your arms down by your side, and it’s almost impossible for me to not score and take you down at this point.” It’s strategically insanity, but that’s the move they’re making right. So part of me, and it’s not just that I tease them, there’s all, like it’s happening with other businesses around, like, people I look at like, these are legitimate competitors that could have a shot if they would just play their cards right. And they’re doing everything, they’re literally like, “Here’s my leg Russell.” And I’m like, “Is this a joke? Are they setting me up?” And I grab the leg and take them down and I’m like, “Nope, they literally gave me their leg.” What were they thinking? So part of me wants to start a whole podcast where I just critique my competitors and tell them what they should have done to actually be a threat, as opposed to giving us their leg and letting us just take them down. Maybe I can’t do that. Maybe I should do it in the past like, record them all and then publish them like a year later. Anyway, let me know if you guys want me to do more of those things because I think it’s funny and at the same time I think it’s good for you guys because we should all be thinking strategic like that, looking who are the people who are also trying to serve your customers. And if you’re half as passionate as I am about my customers, the reason why I’m so aggressive, if you’re wondering, “Why is Russell such an aggressive marketer? Why doesn’t he just play nicer?” It’s like, I honestly feel in my gut if people aren’t using us, if they’re not using Clickfunnels, not going through our training, not doing our stuff, any other option that they’re going through is like less effective for them, they’re going to struggle. I care about my customers so much that I, that’s why I market so aggressively. Because I want my customers to have success and I feel like any other option is blocking them from the success that they deserve. So that’s how you have to kind of look at your business, and when you realize that, “oh my gosh, these people are doing great things, that’s cool. But man, I could serve these people at such a higher level. I need to do everything in my power to get my message out to protect and save these people that I’m serving.” That’s how I feel about it. That’s the gut feeling you should have as you are serving your audience, and if you don’t have that yet, it’s like, oh man, you need to make your product better, make your service better, make your message simpler to understand, make your processes….whatever it is, make it better, because you should feel that way, because no one else is going to feel that way about your business except for you. You’ve got to feel that passion about it or else it doesn’t make sense. At the traffic secrets event I was telling, I went kind of on a little tangent rant with those guys there, but I told people, it’s funny people are always blown away, “Russell you close 15% of the webinar. You close 45% of the room.” Whatever the numbers are and I’m like, “Yeah, that’s really, really good, but honestly when I get done I’m so pissed that I wasn’t able to close the rest of them.” Like, what was wrong? What did I say to, what more could I have done to convince these people that this is the path they need? Like the 10X event, it’s funny because there’s 9000 people in the room. We did 3.2 million, that means we closed a little over a thousand people, which means 8000 people didn’t buy. And for me it’s like, what more could I have said to convince those other 8000 people? I don’t know what else I could have done. And it frustrates me because I’m like, I know any other option, any other alternative that they try to go for is not going to be nearly as, it’s not going to help them get to their goal faster than what I’m offering them. It’s like, what else can I do to make sure that happens. So that’s why I’m so always focusing on this game, because I care enough about our people. So there’s number one. Alright so let me know if you guys want me to do a podcast like that, because it would be funny. Alright, let me go back to the purpose of what I want to talk to you guys about today. So the concept I want to talk about today is what we’re calling the unboxing funnel. So what is an unboxing funnel? Well, it comes down to the offer and the first time we started nicknaming it this was about last year’s Funnel Hacking Live, because every year we get a bunch of ecommerce people. They come in and they’re like, “This funnel thing doesn’t work for us. It works for info products, but not for physical products.” And I’m like, “No, you don’t understand.” And I started talking about like, imagine if somebody came to your ecommerce store, it could be Amazon, it could be Shopify, whatever. They came to your store and they bought everything you got right. They fill up the whole cart with all the good stuff, and all the things they would need to be successful with whatever the product or service is they’re buying from you right. What an unboxing funnel is, you’re taking this cart of everything they could buy and then you’re pulling things out of the box. You say, “What’s the very best thing that somebody could possibly want from me?” And that’s what you’re going to lead with. Then what’s the second best thing? That’s going to be my order form bump. What’s the third best thing? That’s going to be the next piece. So you have this, you’re unboxing all the offers that are in this cart, and then you put them in a logical sequence of order. And that’s how you build a funnel the right way. So if somebody comes in, like for example Trey Lewellen, when he launched his flashlight offer, the same one that did $20 million dollars in like 6 weeks, which is insane. He could have just had people come to his flashlight store and he has his flashlights and cases and warranties and all that stuff that’s there. But instead he unboxed what his dream client would buy and said, “Okay what’s the best thing they would want?” The best thing they would want is the survival flashlight, so that’s the first offer. “What’s the next thing?” They probably want a case, that’s the second thing. And the third thing, they want extra batteries. The fourth thing they want, a warranty. Fifth thing, faster shipping. And he unboxed all the things he could potentially give his customer at one time, and let them kind of pick and put them into a funnel. So that’s what an unboxing funnel is. So it’s funny because the product we’re launching next week, which by the time you guys hear this it will probably already be launched, so if you haven’t purchased it yet, you’re insane. Go to 10xsecrets.com and go buy it. And if you don’t buy, at least I’m going to explain the strategy behind it so you understand. So I very easily could have just done a webinar to sell 10x Secrets, but I have done a webinar multiple times and my role in this ecosystem at this point, I don’t feel is to just keep doing the same thing. If I did then all I’d get is people that are coming doing webinars through us. My job is to keep developing and inventing and creating new funnels, new ways to sell so that you guys can model them. Does that make sense? The last thing I need in my life right now is more money. That’s not what I’m doing this or the launch for. It’s so I can create a model for the rest of our community to look at and then to emulate for their funnels. It’s like if I just did another webinar, you’re like, “Oh Russell did another webinar. Yay.” And there’ll be times I do more webinars, but it’s like the reason why I did the thirtydays.com funnel was so that you guys could listen to that, look at and be like, “Oh my gosh, how could I use something like this in my business?” “How could make a summit?” “How could I do a challenge?” We’re just innovating and developing and creating and doing new things, to be a model for you guys to come back and model what we’re doing, funnel hack it and take it back into your businesses. So that’s what I feel like my role is in this ecosystem. So this time we’re like, “How do we create a cool funnel that shows people what’s possible?” I feel like the people who study me close have done, they’ve all done webinars now and free plus shipping offers, because that was the two funnels we have done primarily. So it’s like, okay I’m going to do new things, new concepts. Alright so that’s what this unboxing funnel is. Instead of doing a webinar, which I could definitely do a webinar. If you look at what the offer actually is, it’s a thousand dollar offer. If I were to sell it on a webinar I could easily sell it for a thousand dollars and it’d be, “You’re going to get this and this and this and everything when you buy.” So instead what I’m doing, instead of doing that, I’m making an unboxing funnel. So I’m unboxing the pieces out of here. So if I was to sell this on a webinar, I look at what’s the offer that on the webinar I’d sell for a thousand dollars. So I have all that, and I look at all the pieces of the offer and say, what’s the sexiest, best, most exciting piece of this offer. I figure out what this and I pull that part out, pull it out of the funnel and now it becomes the front end. So you’ll see when we launch this, the front end offer, what it actually is, and it’s going to be my 10x training, the 6 ½ hour training, that’s the core thing, and there’s a couple other bonuses that go with it. Those are all things that would have been pulled out of the stack slide, and that becomes the frontend. We’re going to sell that for anywhere from, I can’t remember yet. We’re still kind of going back and forth on the price. Somewhere between $197 to $300, somewhere in that range is where the front end will be. So people will buy that. Then the order form bump on the page will probably be $47 and it’s going to be the Power Point slides and a video of me explaining how the slides work and kind of going through it and training them on the slides. So that was another component that would have been the stack slide if this had been a webinar. The upsell now is going to be this closing program. Like, how do you close on a webinar, what are all the different closes. So I’m bringing in all the people that I learned closing from, John Childers came and taught his Childers Chunks. In fact, he actually let me license, this is so cool. He used to sell a $25,000 speaker training where he taught his Childers Chunks and I paid him a ton of money to license that, so now inside the Closer Secrets program there’s a licensing, we licensed how to do the Childers Chunks. So you get his entire $25,000 course, it’s in there. And then I got, John Childers is the guy I originally learned public speaking from, so it’s like his best stuff. And then its Myron Golden coming in and teaching how to do the price marinade and the repitch. We’ve got Ted Thomas coming in teaching Trial closes, all the closing stuff. That becomes the second part of the offer. And that part will probably sell for, I believe, $297. So we have a $197 product and a $297 upsell, a $47 order form bump, and then we’ll have a second upsell, which will be the FHAT event. So those who came to the original FHAT event, it’s the same event that Natalie Hodson came to before she launched her Abs Core and Pelvic Floor product that a did a million dollars in four months. It’s the same event that Brandon and Kaelin came through before their webinar. The same, all these people went through this event, they each had to be $25,000 to be in my inner circle to be at that event. It was a private event I did just for them, and people have talked about ever since because they have seen all the results from it. But that event is then, three day event is the second upsell, which is the FHAT event recordings, stuff like that, which will be a $497 offer. So if you take that, and you take all the products, the front end and the two upsells and you add up the price of what we’re actually selling it for it ends up being a thousand bucks, which is the same I would have sold it for on the webinar, but I’ve unboxed each of the pieces to turn it into an actual funnel. Does that make sense? So $197 front end, $297 upsell, $497 upsell, but it’s the same product, but I’ve unboxed it. So instead of selling it through a webinar with a longer form presentation, I unboxed it and I can sell it differently. So I sell it through sales letters and sales videos and things like that. Anyway, so that’s what I wanted to share with you guys, because a lot of you are like, “I have a webinar that’s killing it, what should my next offer be, Russell?” A lot of times the next offer isn’t doing a whole new offer, it’s unboxing the webinar that you’re killing it with. Unbox it and create an unbox funnel, which is like front end, upsell, downsell type thing. So it’s not like you have to create something new from scratch, it’s just you’re unboxing it, and selling it in a different way. Same product, different funnel, different strategy, different way to do it. Because some people may never be will to pay the $1000 for you course, but they may be able to pay $200 or $97 for your front end. And maybe they can’t buy all the upsells, but it gets them in, and now you get a whole bigger segment of the market and helps get into your products, and then you can serve them and eventually you’ll be able to send them up to the higher levels. So that’s kind of what I wanted to share with you guys today. The concept of an unboxing funnel and thinking back about that with whatever it is you’re selling. If you’re trying to figure out, what’s my next funnel, what’s my next product, what’s my next thing? It might be just as simple as unboxing it and doing something amazing. So there you go you guys. I hope that helps. With that said, I’m going to go finish cleaning my yard and then go play with my kids some more. We’re going to a football game tonight. It’s the BYU, Boise State football game. For those who know my backstory, I wrestled at BYU and then they cut the wrestling program so I transferred to Boise State and wrestled at Boise State, and then they cut the wrestling program. So I honestly hope both teams lose tonight. I hate them both. But it will be fun to go with my kids and have a good time. I know my daughter is a BYU fan, and my other boys are Boise State fans, so it will be kind of a family war and rivalry. And honestly I’m going to cheer for whoever is winning because I flip flop because I played for both teams, I got letterman jackets for both teams, so I’m allowed to. Anyway, other than that you guys, have a great weekend. And if you haven’t got your tickets yet to Funnel Hacking Live, what are you waiting for? You are insane. We are more than halfway sold out, tickets will be gone soon. Just go to FunnelHackingLive.com. We are putting on a huge show for you, I’ve already spent over a million dollars cash, out of my pockets, to put on this party for you and I don’t know about you, but if I had a friend who was obsessed with marketing put on an event and spent over a million dollars to entertain me for four days and teach me funnels and change my life forever, I would spend a thousand bucks to get a ticket and show up. Unless you hate money, you should be there as well. So appreciate you guys, hopefully I’ll see you at the event here in a couple of months. With that said, I’ll talk to you guys soon. Bye everybody.

Interview de Fhat-R

Le Grand Feat

Play Episode Listen Later Dec 3, 2018 12:41

Interview de Fhat-r par Le Grand Feat Son premier album "Zoom" à venir en début d'année... L' EP "Emeraude" dispo Partout https://open.spotify.com/album/0jr8oSw4jt1sLb1lqEb8FP

interview zoom emeraude fhat

Freestyle Live : Fhat R / Spyk / S.O.K.

Le Grand Feat

Play Episode Listen Later Dec 3, 2018 9:41

Le Live de Fhat-R en direct de l'émission Le Grand Feat Avec Spyk & S.O.K. Mixage : Arnold MC

freestyle le live fhat

SFR 189: How I Built My RSVP Funnel...

Play Episode Listen Later Nov 6, 2018 26:15

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.

SFR 184: Product Evolution...

Play Episode Listen Later Oct 19, 2018 26:27

Boom, what's going on everyone? It is Steve Larsen and you're listening to Sales Funnel Radio. Today I'm gonna talk to you guys about product evolution. 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 V.C. funding or debt, completely from scratch. This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio. What's up, guys? Hey, I'm excited for today, got the whiteboard with me if you guys are watching on YouTube. If you're out listening on iTunes or some other place, welcome. I'm so excited about this. This episode specifically has been a long time in the making. I'm very excited about it. I have gone through and I have I spent the last hour and a half just thinking through it alone. Let alone the months prior. I've been trying to figure out how to describe this very critical lesson. And I don't know another way to be able to describe this except for like two or three stories. So I gotta tell 'em here really quick… What I'm trying to do is… I first want you guys to know right, this episode specifically is all about how I create good products. I'm not talking about offers, I'm talking about products. Products and offers are totally different. And I'm here to talk about product creation. Now I had the good pleasure in one of my semesters in college... I'll never bag on college. I think it's good. It's not how you make money though, but it does open up the noggin a bit, right? So anyway, one of my semesters in college was kind of cool 'cause the professors walked up and they said, "Hey, check it out. You have no classes this entire semester. Your only task is to make as much money as you physically can." That's what the whole semester was… They assigned us a random industry. And I got stuck in the food industry. If you guys know me personally, you know I am not a good cook. I was like “Crap, I don't wanna be in food, put me in the knick-knack. Put me in you know, the e-com space. I was like food, seriously?” But it ended up being the best education I got the entire time I was in college. And it was fascinating. At the beginning what they did was they put us into groups of like 15. So we're in these small groups, and we went on this retreat. They brought us up and super high mountain place for like three days and, we just did a whole bunch of like team building stuff. I always made fun of that stuff, but if you guys ever heard of the terms Form, Storm, Norm, Perform? Meaning you're gonna get with a group of people, people are gonna unofficially be assigned roles. You're gonna fight with each other and then finally the team can actually start producing, right. Well, we did that in that three day period. And that was one of the reasons they did it so fast with us. Anyway, so we go in, #1: we start brainstorming cool product ideas. We went through and we started writing out ideas for the name of the business, for what the product is gonna be, what the price point should be. We were all over the place just coming out with this crazy deep dive of what we think would be best to sell. Well, when we came back out of our high mountain escapade, it wasn't challenging or anything, it was a lot of fun though. When we came back they said, "Hey, you know what's helpful is to start asking your customers about what is it they wanna buy." And they started teaching us about design thinking. Design thinking, meaning: here's how to actually think in order to design cool stuff. And they started teaching us these really cool processes. It was really really fascinating, it was a ton of fun. And among those techniques were different brainstorming methods - different ways to go through and create products with customers. Which is where a lot of what I know comes from. It's really really cool. Well, I remember there was this really fascinating point where they started telling us we had to keep a journal of what we were learning each day. And I found the journal, and I just read it for the last little while … and this thing is full full full full full, okay. And super awesome. I started reading the journal entries and what I was writing, and I'm so glad I took it seriously 'cause like there's some good crap in here. It's fascinating to see what they were teaching us. It was a combination of how to be creative, mixed with what they call data-driven decisions. And I'm not the first person to ever say that at all. But that was when I was like, “Oh yeah, that makes total sense. Why would I not make decisions based on data? That makes sense. There's security in that…” Remember, I'm specifically talking about product creation here. So I'm gonna go through 3 separate things on how to actually create products. Some of these stories, some of you guys may have heard in the past, but I don't think I've ever done an episode where it’s kind of laced altogether. So first of all, remember I'm not talking about offers. I'm not talking about offers at all. I'm talking about product creation and how to make sweet products that make people be like, "Oh my gosh, that's so freaking cool." The first time I ever learned about this was data-driven decisions, right. Meaning I can go out, I can see what other competitors are doing - essentially funnel hacking, right? I can start asking and see what other markets are doing; what other products are doing, how they're making money? Very very data-driven - obviously data-driven decisions. What was interesting is like as we started pushing forward and as we started learning these cool techniques and methods, I started having these really massive “aha's” on what actually created good products. I've told this story in the past, but … so the guy, the professor that was assigned to our group, was not allowed to intervene with us at all. Only when we asked specific questions. So it was very much like, “Let's throw you off a cliff and see what you do in free fall.” And the whole semester was like that. It was a bunch of fun. Anyway, so I was voted to be the CEO at the beginning, and what was cool is I got a lot of really cool interactions with him. He kind of became one of my first unofficial mentors, and I spent a lot of one on one time with him. He was fantastic. He was the CEO of Denny's and of Pizza Hut. The guy invented stuffed crust pizza,... ahhhhhh! He was the man. He was super cool. Well, one day he walked in and he goes, "Okay, this is what we're gonna do. I'm gonna teach you guys more ways to brainstorm effectively." And so walked in this room and there's like toys, like child toys all along the tables. Child’s toys all over the place. There's Play-Doh, Silly Putty, there's Lincoln Logs and K'nex. There's Legos - there's toys all over the place. Any kind of toy you can imagine, all over the place. The room is filled with 'em. And we're like, “What the heck?” This professor was awesome; next to him was a squirt bottle. There was one person that was the scribe, and they'd stand up and write down on the board the problem we were trying to solve. We were like, “Okay, here's the problem -we're trying to solve this.” And we would start writing different solutions down. He would watch like a hawk and when somebody said something that was like a negative reaction… Let's say we're gonna figure out how to solve world hunger, and somebody's like “Oh yeah, let's feed the world with Big Macs!” And I'm like, “Eh, I don't know if that's a good idea.” Any kind of negative reaction, he would take the squirt bottle and shoot it in our face and yell, "Bad kitty!" And he would start spraying it at us. The guy was crazy, he was awesome though. He's the man... What he was trying to teach us... and I wrote this down in the journal. I said: “Ridiculous ideas are essential in the creative process.” That's what I wrote down. “Ridiculous ideas are essential in the creative process!” And what was fascinating about this process is that we would start with an idea… We found out the market wanted empanadas. I didn't even know what that was… I was like “Okay, right.” What if? How could we sell it this way? How could we sell it this way? And when we actually started realizing that when we started brainstorming, this really interesting stream of events started happening. We started listing out tons of our own ideas - which is great, but to do this we had to get inside this creative zone where there was no judgment. I’ve found that that is one of the major reasons why people I’m coaching now do not move forward; they’re afraid that their ideas are stupid. They're afraid that they're gonna be exposed as a fraud. There's some imposter syndrome going on. Like, "Oh my gosh, people are gonna find out that I'm really not this amazing individual." I was like, “Well, you're literally creating a new identity. Of course, you're gonna feel that way, right?” I've totally had imposter syndrome in my life, I totally get that. But what's interesting about this is you have to give yourself license to go to the crazy zone. You have to give yourself license to be able to go into these spaces. The areas where like “Hey, you know what? Let's write some crazy stuff down.” When I was doing the FHAT events, the funnel hack-a-thon event at Clickfunnels, one of the ways I would teach them... when we sold the original 2 Comma Club Coaching Event it was the night before we were gonna sell something we sat at a board... it was Russell, Dave, Brent, Melanie, and myself, I think that was all in the room... and we just started writing down cool things that we could offer for this package. We wrote everything down that was crazy. I want you to know that we use this. We wrote everything down that was nuts: They're gonna come for this three-day event. They're gonna fly into this crazy place called Boise, Idaho. They're gonna stay on Russell's pajamas. They're gonna brush their teeth with Stephen's toothbrush in the morning. Oh yeah, they're gonna love that, oh my gosh. We’d go in and we write down all these things that are like, nuts, right? They're ludicrous, and we write that down. All this stuff, and then we'd go back and we'd cross out all the stuff that's totally unrealistic. Okay… They're probably not gonna stay in Russell's pajamas... You know what, they're not gonna use Stephen's toothbrush, that's a little weird... You know what, his wife's not gonna make breakfast for them... They're not gonna stay at his house. It's a little bit crazy… But what we're left with at the end this was a product or an offer, you can use this for products or offers - ('cause remember they are different) that is prolific. That is new, that no one's ever really done before. But is also from a place of security. It's really interesting. So data-driven decisions, super impactful. Super powerful. Should be amazing, but there is a hindrance inside of it… You guys have heard this story before as well, alright... My wife was pregnant, we literally were driving to the hospital to have our first baby... Just before I move on... the whole point of this one is I want you to know product creation very much involves data-driven decisions. Very much involves data-driven decisions. ...Said in another way, “Funnel Hacking.” That's data-driven decisions. That's where you farm data. You see what's already being done. Moving onto the next one... Number two of three here. My wife and I we were going to the hospital to have our kid... The flaw with data-driven decisions is that when you go in and you start doing things like an ask campaign, right… I was texting Noah Keegan in the hospital. We're about to have our first kid, and I was like, “Hey dude, what's up man?” He had this offer where you could text him before you actually bought. (I know I've just told this story recently so just to recap for those of you guys that didn't hear it, right.) I was texting him, I was like, “Hey dude, I've got all this data…” That's basically what I told him. “I've been asking all these people and I wanna go launch this business, do you think that's a good idea?” I can't tell you how many times I get asked that on stage in the Q & A section. "Do you think that's a good idea?" I get asked that all the time. I Five years ago, I asked that same question to Noah Keegan. I was like, “Hey what's up?” And he goes... I should probably ask him about this. See I don't know if he remembers it, maybe not. But it was about five years ago. My kid's almost five… Anyway, he texts back and he goes, "I don't know." I was like, “What do you mean you don't know? I've asked all these people that this is a great product idea, and I said is this a good product idea and they said yes, so, therefore, I should go do this product, is that right? I should probably go do this?” And, he's like, "Man, I don't know." And I got all frustrated - and so did he. I was like, “Dude, all these people have said ‘Yes.’ I've collected tons of data, I've done my homework. Should I launch it?” And he goes, "Dude, I don't know. I let people vote with their wallets not their mouths." And I was like... it's interesting, right? So the data is important. It shows you where the yellow brick road stopped, right. It shows you where you need to get to, but it's not what creates something that's prolific. It doesn't get you that extra step out. It doesn't help you create that next brick. It just helps you know that you're creating something that is somewhat secured. Does that make sense? This is a huge thing to understand. … ‘Cause most people that do this will be like, "Do you think this is a good product?" And then they go ask like their friends, family or someone. They're like, "Hey check this out, my parents said this was a good idea. Do you think this is a good idea?" I’m like, “Are they gonna be the ones buying it in the first place?” “Erm...Well, No." “Then why the heck are you asking them?” It makes no sense to ask if that's a good product if they're not the ones gonna be buying it anyway! Right? You're not the one buying your own product, so your opinions only matter “this amount.” (small gesture) Does that make sense? The market is the one that pays for it. You don't fill your own wallet, right? So data-driven decisions have massive massive flaws inside of it, as far as creating prolific products. Huge, huge flaws inside of that. Next one I want you to understand - this comes from a book I've really been enjoying lately called Niche Down. Really really awesome. Right at the very beginning of the book… I can't agree more with what this guy is saying. I was laughing so hard when he said this. One of the things I've been saying a lot lately is that your whole goal in product creation, and your whole goal in funnel building, your whole goal in market creation, is to be different, not better. Different not better. Alright. When I ask people, “How come I would buy your thing over the next guys?” And they default to, "Well, 'cause we have a better this, we have a better that, we have a better this over that." I immediately already know they're gonna be strapped for cash. It's not enough of a reason for someone to jump. It's gonna become a feature war really fast. It'll become a price and a feature war super fast: Your goal is to become different, not better. And I was laughing because this book right, Niche Down, says, "It comes down to leveraging the exponential value of what makes you different rather than leaning on the incremental value of what makes you better." And I was like “Hallelujah!” I was sitting on a plane when I read that, and I was like “Wooo! That's exactly it! That's 100% exactly what I'm trying to say.” Your product should be different, not better. It's a very subtle way to think about that. I was on a Q & A for 2 Comma Club X a little bit ago, and that's exactly what I said and I was like, “It's about being different, not better.” And I think that that's a better way, it's an easier way, fast way, to understand what it is that we're trying to share all the time. It's about being different, not better. If I'm like, “Oh, this is a better widget.” That's gonna be rough, that's gonna be really really rough. Anyways, let me move on here… The third thing here is this game, (again remember I'm talking about products, I'm not talking about offers and I'm not talking about markets or categories)And you feel like Stephen, that is a lot of vocab. I understand that, and I understand a lot of my podcast lately has been definitions - which can be freakin' annoying and boring… So I'm trying to keep it engaging, trying to keep you very involved with this and hopefully, you guys have been enjoying this? But I want you to understand that it’s not about going out and creating something that is brand new, totally prolific - something that nobody's ever seen before, you know what I mean? That's what college taught me until I got to this semester here… So in that business where I was in that food semester, right, where I was creating that business, we ended up doing two to three grand a week in sales to poor college students. We did quite well. We made a lot of money in that. I had a lot of false beliefs and fears melt away as we started building that. And it was awesome, super cool. At the end of it you go and you donate all that money out to charity and such, and so it was a bunch of fun. So anyway, we went and we made a sizeable amount of money. And I sat back after that semester was over, it was easily the most impactful one that I had in college, and I sat back and I remember thinking like, “How can I teach what I just learned?” Because I was already very aware that I needed to coach other people for me to speed up my personal progress. It's one of the reasons I do these episodes… And what I did, I actually wrote a chapter of a book. I didn't finish it, but this is it guys, I freakin' found it, how cool is this? It's awesome, it's only like 60-ish pages, but I was just trying to write down and encompass the things that I learned. I should probably put this in the new book I'm writing now. I'm writing an offer creation book which I'm super stoked 'cause there's not really a book out there like that… So anyway, it was it was; “How a group of college students used these 5 rules to get our business off the ground in a week for 3K a week.” Which is awesome, right! And I went through and I wrote it down and one of the points that I wrote… I'm just laughing because I just barely found this thing in like some cupboards and stuff. And I went and I found it and I was like “Oh, check this out!” And there's this whole idea that I was trying to put across. Most of the time what people say you need to have, right, this totally brand new thing, something that's completely prolific. But that's not the case at all. I call that The Product Big Bang Theory. Bam, this brand new thing that's never been seen before just pops out, boosh. Product Big Bang Theory. Product Big Bang Theory is like so risky! It's like blue oceans that are truly blue, that truly nobody has actually seen before. Those kinds of products exist. But they’re risky to create. The product is cool, the product serves a real purpose, the product actually solves things, but it is not marketable. Does that make sense? It's very hard to make money on a truly blue ocean. 1991 is when the internet became publicly available for the public. It was being used way before that, right? The infrastructure, the whole economy, there was no infrastructure available for something like the internet for such a long time. The book Innovator's Dilemma talks about this very concept. It’s by Clay Christensen from Harvard. That guy's amazing! It's the exact same concept. You can go too blue. So it's not about product Big Bang Theory - it's about product evolution. Again, talking about products, not markets. Products, not offers. It kind of ties in with data-driven decisions: you're gonna go and you're gonna funnel hack and you're gonna figure out how far somebody has carried that product and then you're gonna figure out what you can add to it to make it different, not better. Does that make sense? I know I've dived into this quite a bit, and this is kind of a more technical episode, and I'm trying to make sure that like people understand what I'm trying to teach when I share this kind of stuff. It's about: Product Evolution, not product Big Bang Theory. Using data-driven decisions to make you different, not better. Most of the time people make data-driven decisions, they take data to make them a little bit better than the competition. That's great to do once you already own a category - but it is not the way to dominate a category. You must craft something that has never existed, a category that's never existed and then use a product evolution to actually get people into that new place. That make sense? That was deep, probably too deep. I've done a lot of episodes and I can feel there's not enough story in this one, but hopefully, that makes sense to you guys? This is the whole idea: We take market data, meaning you ask people that hopefully will purchase from you. You add, right, you add the ridiculous ideas - that equals good products. Attractive products - products that are talkable. That's basically it. That's how I do what I do: I see how far people have gone. I come and I add ridiculous ideas on top of it. I take away the things that are just not realistic. And I'm left with good products that people are like, “Crap that was awesome, no one's ever done that before.” And I'm like, “I know because I've done my research.” I've gone through and I'm like “Hey check this out. Oh, this is what everyone's doing, this is how everybody's delivering that product.” Then I just go in and I lace in my own crazy, I lace in my own prolific zone. And when I add those two together, that's honestly what leaves me with good products. (I'm talking about products again, not offers.) Anyway, guys hopefully this is helpful to you? This is a deeper episode, I don't really like to go this deep on that. And I promise I'll go more story based so that they're more interesting to listen to, but hopefully that makes sense to you? Hopefully, you see why I do what I do in this stuff... And what's going through my head when I start to see someone's product, or their offer, or whatever they're doing. This whole game's so much more formalized and more formulated than I think people realize… It's not a scary thing - there's just a formula behind it. And once you learn the formula, it's not that hard. Dedicate yourself to learning the process. Fall in love with the process, fall in love with the personal process that you're going through as you develop into a character that can create and own that product. Most people are not the person they need to be in order to deliver the product to the market. So fall in love with the process of it. Don't judge yourself, it's okay. Start learning to enjoy as you move forward and start moving down the road… I got one last quote here, okay. Oh crap, let me grab it. I dropped the book thinking that I was done here and I'm not. Check this out. I don't remember who said this: "Enlightened trial and error succeeds over the planning of the lone genius." That's awesome. "Enlightened trial and error succeeds over the planning of the lone genius." ' So just act. I'm not trying to cause analysis paralysis in anybody: Create your first iteration of the idea. Go try and sell it. See what happens. Then take what they did and didn't like an make adjustments. Then relaunch. Then take the adjustments, and go relaunch again. Then adjustment and relaunch. That's all the game is… That's all the game is. Pretty soon, you got it. That's the reason why we say “You're just one funnel away.” 'Cause honestly you are: If you know you got a good idea. If you know the market's telling you “Yes.” If you know there's a place for you to do things differently, not better. Then just keep rinse and repeating, rinse and repeating, and suddenly it'll hit. Some of my products right now, like the Secret MLM Hacks one, that's the third time. The beginning of this year was the third time I've launched that product. Isn't that fascinating? Anyways guys, thank you so much, appreciate it. Hopefully, you guys enjoyed this episode? I know it was a little bit deep and I promise they will not be that crazy in the future. I just had to get this one out because a lot of people ask. Alright guys thanks so much, I'll talk to you later, bye. Boooom, if you're just starting out, you're probably studying a lot. That's good. You're probably geeking out on all the strategies also, right? That's also good. But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That's also what I struggled with for a while until I learned the formula. So I created a special mastermind called The OfferMind to get you on track with the right offer, and more importantly the right sales script, to get it off the ground and sell it. Wanna come? They're small groups 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.

ceo man moving fall child design radio sales evolution harvard fall in love product boom products lego idaho dilemma norm innovators ridiculous crap hallelujah bam attractive funnel boise big bang theory pizza hut big mac enlightened clickfunnels erm dedicate 3k play doh niche down silly putty clay christensen steve larsen funnel hacking lincoln logs offermind sales funnel radio fhat comma club x secret mlm hacks okay they

SFR 150: Competing With Your Attractive Character...

Play Episode Listen Later Jun 22, 2018 29:25

What's going on, everyone? It's Steve Larsen, and today, we’re gonna talk about how to compete with your Attractive Character. I just 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. Guys, I'm pumped for today. This could be a bunch of fun. A lot of guys know, I was really shy for a long time, right? And I've mentioned that many times, and some of you guys have said, that's not true, Stephen. No way that's true, right? But I was. I was really shy for a long time. I would say I even had a near-clinical fear of adults. You know, I would see an adult, and I would physically move in a different direction - I did that for a time. Even into my early 20s, I was pretty shy. It's not that I was like cowering, or that I wouldn't speak to anybody else... It's just that I was doing everything that I could to not engage with human beings. I don't know why I was that way. It’s not that I was really reclusive… or that I was sitting back all the time, going, “ugh, it's a person.” That's not how I was at all. But there was no way I would be getting on stage now. There was no way I would ever do something like a podcast. Just the thought of that would freak me out. To have a camera on my face right now, there's no way. When I finally became cognizant that I was this way, I started noticing all these business people who were amazing leaders. I’d be, “oh my gosh, check out those guys... Look at him, he's so impressive. He speaks and things sway. I wanted to develop that skill. I started doing things like door-to-door sales for the explicit reason of learning how to sell in scary environments. I started doing telemarketing, for the explicit reason of going in and learning how to sell hard in environments where you're constantly getting rejected. I don't know that everyone has to go through this kind of thing, but for me, I chose to start molding who I was... and who I was trying to become. It was a really challenging thing to go through. As I started getting more into it, I noticed that my ability to speak and to give sales messages started improving. Several years before I started working for Russell, I realized that I needed to get even better at this whole stand and deliver concept. I wanted to work out how to become… I don't wanna say, ‘a leader’… How to become... a ‘follow-able person’. It's kind of like saying leader. Anyway, but I was trying to figure out how to do that. Because from my background, and where I was coming from - that was an insanely hard thing to do! I would take my computer and find videos of people on stage. I did this specifically with Russell Brunson's stuff. This was way before we ever knew each other personally. I would take his videos - videos of him on stage, and I would go in front of a mirror, mute the video of him, so I could see him, but not hear him. And he'd be making all these gestures and I would mirror him. I would mimic him. I’d be moving around all over the place, mirroring and mimicking everything he was doing. It was so weird. It was awkward. I know that it’s weird, but it was what I needed to start breaking out of the shell I was in.. It’s how ‘Steve Larsen’ was born. Fast forward, I was working for Russell, sitting next to him; I was about 40-ish episodes into Sales Funnel Radio... We were running this thing called the FHAT event - the Funnel Hackathon Event. People would pay 15 grand for three days, and I would teach for hours. I mean, man, it was a long freaking time! Well, the very first FHAT event, we were vetting out the content, we were making sure that everything was awesome and solid. Then, right before Russell goes on stage, he turns around at me, and he goes, "Hey dude. Do you wanna introduce me?" I always make it a habit to say “YES’ - especially when someone with a lot of influence asks me to do something… My knee-jerk reaction is to say “YES!” and then figure out how to do it later. This attitude has brought me to some cool places in life. At the FHAT event, the room's filled with loads of people - very successful people.There's like 60 people in there, and many millions - tens of millions - hundreds of millions of dollars, collectively inside of that room. There's a lot of Russells inner circle - and they know what the heck they're talking about, right? I was like, crap, I gotta get on and introduce… The whole role of somebody who introduces somebody else is merely to raise the state of the room so that when the speaker comes on, they don't have to raise the state of the room. They can just walk on and start presenting. Otherwise, the speaker spends a whole bunch of time to do that. Russell told me, “that's your role.” I was like, crap! How can I do that? It's not like Russell's low energy. How do I introduce Russell Brunson in a way that suits who he is? That suits his audience? It was very challenging for me. I remember sitting there. I mean, he asked me three minutes ahead of time, to go on and do this. Immediately I was like, okay, is there a script? Is there like a format that good introducers use to bring on other prominent people? There's gotta be something. What can I do? Russell walked over, and he said, "Hey, just make sure you raise the state of the room- that way, I don't have to." I was like, oh crap. Okay, another huge task. Okay, sweet. Inside, I was like, oh, crap! He could tell I was stressing out. He knew that I had done all that stuff, like stand in front of a mirror with his videos muted, just moving around and mimicking what he's doing. He knew I’d done door-to-door. He knew I’d done telemarketing. He knew I’d done a lot of stuff and become good at them so that I could break out of my shell. Instead of fight the fact that I was in a shell, I accepted the fact, and just did things to come out of it. Knowing this, Russell turned to me, and this is what he said, and this is the reason why I wanna share this with you... Because it really, really, really matters: He turned to me, and he said, he said, "Dude, "You model me. It's quite impressive how you model me. You model me to the ‘T.’ You do everything that I do. You model me so well, but you’ve got to have your own voice eventually. Just do it how you’d introduce me." It's funny because I knew that answer, but for Russell to say it ‘in that way’, I really took notice. At that time, I'd already been publishing. I'd already been doing a whole bunch of stuff. I would already say that I had, quote, unquote, found my voice. However, when he said, dude, you gotta have your own ‘isms’, you gotta have your own character, you gotta have your own thing, I started thinking through, what makes ‘me’ me? These were all quick thoughts that were hitting me as I'm about to walk on stage. I don't remember what I said, but it went great. The energy in the room got really high. It's half the reason I yell like crazy, guys. Those are all little things that I do on stage before bringing somebody big on, and, and it's a bunch of fun. What does this have to do with anything? It has to do with everything.... Your business competes in the marketplace based on how much value it provides, right? You're very valuable if you answer a lot of questions, if you solve things for people, if you give things that people want, if you give things that people need (I suggest you go for the wants, not the needs - You’ll make more money). However, let’s start thinking through what value your business gives to the ecosystem - to the market? Because that's where you compete on the business side - with your strengths. How can you be the best? How can you deliver more? How can you be more than the other guy? How can you do things in an entirely brand new, unique way? That's what the business side competes on. Strengths. Your Attractive Character, however, doesn’t compete on strengths. Isn’t that interesting? Let me explain… In the first office that I was a part of with ClickFunnels, Russell and I would sit back to back. His computer and my computer screens were facing each other, so I could see his reflection in my screen... I'd be building these funnels - In the first two months, I was totally mute. I didn't wanna say anything. I was like, this is freaking Russell Brunson, like, oh my gosh, look, Y'all, oh my gosh. He's gonna melt me with his marketing zeroes and ones, huh! I’d see his reflection in my screen 24/7 right there, I was like, don't say anything or you'll die. That was my mentality. I remember my desk was a picnic table that was slightly too high, and my chair was slightly too low - so I get a lot of back pain 'cause I have kind of long arms. These details are burned into my head... I remember the way that room smelled, I remember the way it looked, I remember everything about that room. Over to my right, there was a book. I never read it, but it was called: ‘How The World Sees You.’ And on the back, it said two things. One of them was, “Don't compete on your strengths. Compete on your differences.” I thought that was really interesting. The other one was, “You don't learn interesting, you unlearn boring.” Now, I wanna look at those two phrases real quick. You have to understand that this is HOW your Attractive Character competes. On the business side, you compete on strengths. Your business, the systems, the offer, the marketing. But with your attractive character (which marketing bleeds into for sure) - You don't compete on strengths! Somebody will always be better, faster, stronger, right or better-looking, right? Does that make sense? Someone's always gonna be more talented. Someone's always gonna be boom, boom, boom, boom, boom. So on that measure, your attractive character will die. It’s the fastest way to entrepreneurial suicide; to start competing with your attractive character on strengths because it’s never gonna be enough. You start comparing yourselves to ideals. The problem with an ideal is that it’s fluffy, it's fictitious, it's out there. There's no way for you to know if you'll ever hit it... And because of that, it's not measurable - so it's not attainable. As an entrepreneur you start spinning your wheels and comparing yourself to an ideal. To strengths. Don't do that. Don't do that. I did that for a long time. I'm speaking from experience with this stuff. I did that for quite some time. It sucked. It was hard because you start saying things like, “man, I don't know if I'm ever gonna make this. Am I ever actually gonna be successful with this?” Right? Every one of us has said that. Come on, I know we all have, right? Am I ever gonna, is something wrong with me? Oh my gosh, another two people made a million, you know, made the two comma club today. Crap. Gosh, dang it. Are you kidding me? Right? What's wrong with me? Something must be wrong with me, because it’s not the funnel, it's not this, it's not that. It has to be me, right? And the entrepreneur starts to blame themselves because they're comparing themselves to where the other people are. They're comparing themselves to another person's business. That's a stupid comparison. Don't do it. The way to move forward on the Attractive Character is to compare YOU to YOUR history. That's it. That is what keeps you from, from self-sabotaging, from literally burying yourself. It's like your brain eventually turns submarine mode, and it doesn't know how to go back up. You start sinking-and going further, and further down. Oh crap, I can't get this, something must be wrong with me, because all these other people are getting it done. You're comparing themselves with somebody's business. Stupid, dumb comparison. Because while a business competes on strengths, an attractive character competes on DIFFERENCES - YOU compete on your differences. It is so much easier. My gosh, guys, you’ll save your sanity. If you guys haven't been following me on Instagram, (I think you'll like it)... Monday morning, I always yell, and it's exactly what it sounds like. I yell. I get up, and I yell, whoo, yeah. What I've been doing lately is having a whole bunch of you guys yelling back. In the the highlights - Russell's in there yelling, Peng Joon's in there yelling - it's really fun. Go check it out if you want to; you'll see what I'm talking about. But why do I do that? It's because it's what I would do anyway. I'm just me, but louder… That's the real trick with becoming an attractive character. This internet business, does not exist for you to have to change into someone you’re not... Meaning there's this facade, right? There's this facade about what it means to be successful. I don't want any expensive fancy cars. Heh. Right? I'm not living in a mansion, urgh. Right? And there's this facade that's complete garbage when it comes to what it means to be successful on the internet. There's this persona that you have to go live. It's crap. It's complete garbage. Don't believe it. It doesn't make sense. For those people who are doing it because that's who they truly are, great, I'm not poo-pooing on that. Like, that's great, okay, stay that course. That's awesome. What I'm saying is those of you guys who are not naturally that way - you don’t have to pretend. If you want those things, that's awesome, but you don't have to pretend to be someone different to be successful. I'm saying this because I've heard a lot of people say things to the equivalent of, I don't even own a briefcase, how can I be successful, urgh. Right? It's like, what? That's not what the game's about, right? Your business competes on strengths, but your Attractive Character competes on differences. What makes me ‘me’ is how I compete; so I listen to music more openly, 'cause I'm always listening to music - my kind of music. I don't care if people don't like it because it’s one of the things that makes me different. On the business side, I can't say that though. When it comes to products, I need to have slight reactions to what the market wants me to build for them… However, for the Attractive Character, that's not how it works. I can do all the quirky things I love to do. The little character traits that I have that make me a bit weird... those things that I don't necessarily want other people to see... Man, those are your freakin' superpowers. That's the stuff to go publish about. Right now, I'm yelling into a camera in an office by myself. It would be weird for other people to come to see this. I don't care. Right? For a long time, I would've cared though, 'cause I had that same perception. I was like, this is what it means to be successful in this business; I have to go have X, Y and Z over here. I need to have this kind of suit, and I must look this way, I must act this way. I must be slightly recluse from all of these other people and set myself apart… (I still have to be a little bit reclusive sometimes, when I'm around other people, just to recharge, but it's not for the same reason. Mentally, I have to recharge, 'cause there's a lot of questions 24/7 at events, you know. Whoo, and I'm like, whoa, I gotta separate and isolate for a second) When I hear somebody say, “I don't know that I can be successful because I have a stutter” or I have this limitation or that limitation, or I'm dyslexic, or I have ADHD. Man, that’s just wrong! I had this counselor once tell me that I have a lot of tendencies of ADHD. And for a long time, I used to think that this was a hindrance. That's garbage. It's bullcrap. Did you know that most billionaires are dyslexic? Seriously, go look it up. Richard Branson - the guy's dyslexic - it didn’t stop him. Whatever it is about you - I'm not just talking about dyslexia, and you know, ADHD and stuff, whatever - I don't care what it is. Whatever it is about you that makes you feel incompetent- is actually a superpower. Stop acting like it’s a hindrance. The beauty of the internet is that you can become who you are, even more, louder. You don't have to change you - just be a louder you. That's what the attractive character is. Instagram's kinda fun, 'cause I can do a lot of the little snapshots of what I'm doing throughout the day. I have a little dummy down there that I beat the crap out of. I'm gonna name it ‘Poverty’, so I can beat the crap out of ‘poverty’ every morning. It's really fun. But no one's telling me to do that. That's my own creativity and my own little weirdness kicking in. That's great for my Attractive Character. What's funny is that if you try to go and you compete on strengths, if you try to be something that you’re not - IT WILL SINK YOU. You’ll have a tough time connecting with your audience. Your audience won't feel your authenticity if you're not being true to yourself. People can smell it. They can. When you start having thoughts like, I don't know that I can do this because I have, blank. I have a limitation because of, blank. I have a limitation because of, blank. Those things are the things that you should be publishing about! Not that it's a pity fest. Not that you're walking around all the time, saying like, oh well, follow me, I'm terrible at this. I'm awful at that. That's not what I'm saying at all. The reason I can push so freaking hard, is because I do have some ADHD tendencies. I’ve got a lot of friends who can't do that. It is a superpower. When I talk about this, all of you guys who feel the same way - you reach out to me and you say, I getcha. I feel ya. I'm with ya. I understand what you're saying. If I wasn’t willing to expose my vulnerabilities - the things that I feel I'm limited on - I wouldn’t be able to connect with you in the same way. Does that make sense? That is why I tell everyone to publish so much. Don't take on a persona that doesn’t feel like you. Just be you - louder. While businesses competes on strengths and the ability to give results, your attractive character competes on differences. You don’t need to compare yourself to somebody else. If you're comparing your business to somebody else’s, I don't see a massive problem with that, as long as you feel like you’re not your business. You know what I mean? Sometimes in an agency setting you are the business. Well, that can be dangerous. You'd be like, well, I suck at this, I suck at this. No, no, no, no, no, no. No, no. Bad. The reality is that you don't have the ‘systems’ in place to get those things done. That's not YOU! It’s your business. Right? So get in the habit of running your critiques through a filter. You need to ask’ “Is this a business-oriented adjustment, or is this just, who I am?” On the business side; judge, and critique away. It’s your baby and it's always broken. Don't fall in love with it. But when you head over to the attractive character side; don't judge yourself on how you’re different. Your difference is your superpower - it’s what lets you be you. It's what calls out your tribe and provides the blanket of security for the people who follow you. What makes you attractive, what makes you followable, is your ability to be open with the things that you're not amazing at, your little quirks, the things that you ‘like’ or ‘don't like’ - the polarity that you have… When I say, “I hate this” or “I love this” - It's very polarizing. When I say “I freakin' hate VC funding, I can think of 99% of businesses that probably didn't need it.” I understand that some people are not gonna like that, and that's okay because it's me. I'm totally fine with that. So as you think about your attractive character, don't judge yourself. Don't come over here and be like, oh, I should change, I should be this, I should... I'm always for self-improvement, but don’t tie your self-worth to the worth of your actual business. Don’t tie your self-worth to the value of your offer, or how many people you’ve helped - You are NOT the business. If you’re in this scenario, you need to start separating your business from your attractive character. You can be an attractive character of the business. Every business should have one. However, you are NOT the New Opportunity. You are NOT the Offer. You are NOT the Cause. You ARE the Attractive Character. Every mass movement needs an Attractive Character, a Cause, and an Opportunity. However, the attractive character is in its own category. The Cause and the Opportunity are separate too. They are not judged on the same report card as the Attractive Character. Anyway, I think I've beaten this one down like crazy. I just wanna help entrepreneurs to stop beating ourselves up. If you’re not like everyone else, then good, great, awesome. Be louder about it! You'll find it’s actually an accelerant. It's a catalyst, an enzyme. *Other synonyms*. So that you can go forward faster. Boosh! But only, if you're willing to be open about your differences - that's the key- and the caveat. Again, it’s not a pity fest. That's not what I'm saying at all. Those little quirks are the things that make you amazing and unique. Anyway, I think I've said the same thing like 12 times now, but it's because I'm trying to hit it home! Now, I challenge you to sit down and start thinking about what makes you different. Either write it down - or just start being cognizant of it. I like guns - there's a sniper rifle behind the camera right there. It's an Airsoft sniper rifle. I don't care about being politically correct - because it's me. So start writing down these things. Start being cognizant of who you are - and then be willing to share those differences. It may require you to drop a wall that you’ve been building because you're afraid of people seeing the true you. “I'm not clean all the time… Sometimes I'm a slob, heh.” Whatever. I don't care, okay? My garage downstairs, it's not painted. Urgh, it shouldn’t be on Instagram because it's not painted, right? I hate that kinda garbage. On stage the other day we were talking about the stack slide. We were talking about using certain scripts, and I was talking a little bit about this… There's one great therapy known to help people get past the fear of doing these kinds of things. It's really interesting. So if you guys raise your arm out at a 45-degree angle in front of you. Next bend, right, at the elbow. So your arm's out 45 degrees, starting bending at the elbow, and then get your hand, kind of like right by your face. Kind of like right by your cheek right here. While you have been watching this, while you have been listening to/ reading this, without you knowing, I have ‘ninja-ly’ (that's a new word)... Like a ninja, I’ve placed the most deadly spider on your face from South Africa, and it's gonna bite your face. Okay, get that thing off. Just slap that face. Yeah, right, get it done. Get it out there, right? I couldn't tell if it was offensive when I did it on stage, or if it was actually really cool. But you got the point, though? Just buck up a little bit, and you guys are gonna be awesome. I care about you so much, okay, so much. I think about you guys like, 24/7, and that's 'cause when I look back and see where I've gone, both from a revenue and a business standpoint - it's humbling, right? But I was not expecting all of this other stuff ‘mentally’ to have to happen. Am I an attractive character? My attractive character has now come to a point and a spot, where it is... My business doesn't move past the level of my attractive character anymore. I now have to develop individually, personally, mentally because my business will not move past the level of my attractive character. It's fascinating. Anyways, guys, I hope that that was helpful. It's a long episode. Thank you for tuning in. I appreciate it. Hopefully, this episode has made you cognizant of the power that you have inside of you. The power that’s already there. All right, I'll talk to you later. Bye. Please remember to rate and subscribe. Got a question you want answering live on the show? Head over to salesfunnelradio.com and ask your question now.

SFR 149: Its Usually A Marketing Problem

Play Episode Listen Later Jun 16, 2018 20:54

Just over two years ago, fresh out of college - having unexpectedly landed my dream job as 'Lead Funnel Builder' at ClickFunnels - I found myself sitting just feet away from my marketing hero, Russell Brunson. For the first few months, I was practically mute. Looking back, I think I was in shock. Inside, my head was whirring and going crazy: 'Oh, my gosh, I'm sitting next to Russell Brunson. RUSSELL BRUNSON! Look it's Russell Brunson. I'm in the same room as RUSSELL BRUNSON...' After a few cool moves to start a conversation: 'Hey, Russell, I nearly put a poster of you on my wall.'- *AWKWARD*- I decided that the best approach was to stay quiet and learn everything I could by watching the Master Marketer doing his thing. It was fascinating to watch Russell's brain work; the incredible way that he’d create offers, recall marketing campaigns, get into the zone to brainstorm and solve problems. Each day I learned far more than I ever had in my whole Marketing Degree. The main reason I started my Sales Funnel Radio podcast was to record all the nuggets that I was learning and pass them on. Day after day, I'd sit there mesmerised, listening to Russell coach and talk with his inner circle. I'd listen to him advising all these massive gurus and influential people - as well as entrepreneurs who were just starting out. So much golden advice- I was a like a sponge soaking it all up. After about three to four months, a funny thing happened - I started to notice patterns in the conversations that Russell was having. So one day, as he finished on a coaching call, I turned around to him and said: 'Hey, Dude, you're kinda saying the same things over and over again.' And, he goes, 'Yeah!' Now, if you're an expert in your field, you've probably noticed a similar pattern? You like to dive deep into your subject; you're obsessed with it. You have sooo much knowledge to pass on, but the problem is that a lot of the people you're serving don't need to go that deep with you. They don't want to freak out and geek out the same way that you do - they just want to take the next step- or get to the next level. So we had this idea to create a way to guide people from the ground up, on a step by step path, to create a million dollar company. From that point, Russell could take them EVEN HIGHER. It was a win/win solution. The entrepreneur got access to everything they needed to help them on the first part of their journey, and Russell got to spend less time on the basics, and more time in his zone of genius. I spent six months going through twelve years of Russell's videos, and all of his content. I backward planned and organized the material into the exact steps needed for a million dollar business. We created a 200-hour membership area - it was freaking huge and packed with VALUE... And that's how 'Secrets Masterclass' was born. On its launch, Secrets Masterclass made a million in three weeks! What was even more fun was that people who joined the program made a million dollars too. A lot of people became hundred-thousandaires, while many others made money on the internet for the first time in their entrepreneurial life. It was such a success that we decided to take the material from the Secrets Masterclass and condense it into a three-day live event -'The Funnel Hack-A-Thon' (aka, The FHAT Event.) The FHAT event was loads of fun and got excellent results for the participants. Then right before the 2018 Funnel Hacking Live in Orlando, Florida, Russell asked me if I wanted to go on stage to do a presentation (Hell, Yeah!)... The challenge was to take the material from the three-day FHAT Event and present it in ten minutes. Holy Smoke! At first, I didn't think I could do it. It was soooo challenging. Luckily, my head is kinda geared towards sorting this stuff out - I love to take a complex subject and simplify it down to the essentials. So I put on some music and got my brain into gear. I started at 4pm and didn't finish until 5am the following day. That's eleven solid hours spent creating a ten-minute presentation. CRAZY! Hands up, guys - at the event I ran over time by seven-minutes (sorry, Russell). But you get the picture? Twelve years of teaching - turned into a two hundred hour membership site, then condensed to create a three-day live FHAT event, finally turned into a ten-minute (ok, *cough* seventeen minutes) presentation. Well, all this condensing got me thinking… Sometimes you have a fantastic product that you've been selling it face to face, but it's not selling online the way you want it to. Here’s the problem (and most entrepreneurs have been through this at some time): You decide that you're going to sell a something - so you go out and find a product that is selling well. That's smart. That makes sense. However, once you find your product, then you just kind of toss it out there and kind of hope that people start buying it. And that's the extent of your plan. I've definitely done that before… and then been shocked that no one's buying. Duh! The truth is if you want to take less risk and make your product launches more successful - you need a better way. A bit more work up front is the best way to ensure a launch that goes well, makes money while serving both you and your customer… Often when things don’t go well, we think it’s a problem with the funnel. However, it's usually NOT a funnel problem. It's usually a marketing problem! If you can sell your product face to face, but you’re not making online sales, then you're just not doing the necessary ‘marketing’ to qualify your customers in a way that makes the sale easy. So, I started to wonder what would be the quickest way to help entrepreneurs create an effective Marketing Plan that would take away the guesswork and risk to bring in a constant stream of qualified leads. I started distilling the material down again... My goal was to find a way to design a marketing plan without having to go through two hundred hours of content. Once again, it took me a whole night of obsessing, but by the time the sun came up, I’d created a two-page document that solved the problem. By filling in a two-page sheet, you can design your offer and the marketing that sells it. It doesn't matter if you're selling face to face, or on the internet; this is the core stuff that anyone would want ever. About three weeks ago, I taught this method at my own event. It took about six hours. I think that’s the fastest I can teach this while still being effective. As I was watched people fill out the sheet I could feel the energy in the room change. Suddenly, I’d sense that someone in the front had got it - then another person and another - until the energy of the room was buzzing with people having breakthroughs. It didn’t matter what kind of funnel they were building - whether it was free plus shipping book funnel, low ticket, high ticket, coaching, agency - it was the same process. It's still the act of selling and putting things together. ‘You need to start creating the marketing and designing the marketing before you freaking launch the product. I know you might be thinking, ‘Yeah, Steve, that’s obvious!’... But let me ask you, ‘Do you actually do it?’ Before you even go into ClickFunnels and consider building a funnel - you need to take these steps: Essential Steps Before You Build A Funnel Do not open your ClickFunnel Account ;-) Figure out what's selling and where? Identify the red ocean - what's the current offer that people are paying for? Discover the Story that’s selling those existing products, i.e., What's the sales message/ story that gets your potential customers to open their wallets? Design your New Opportunity. Your aim is to get the sales message to the point where somebody is so excited, that they’ll take their wallet, and whoosh, hurl it at you - then you know you’ve got a winner! Next, go obsess over the fulfillment of your offer. Once you know that your sales message is good and the fulfillment of the offer is great, then you can freak out over all the bells and whistles of the funnel. Obviously, you create a rough draft of the funnel to sell your product, but don't obsess over it. Right now, my funnel is limping on one leg. It’s broken, I know it is. There's lots of stuff that's wrong with it, but I don't want to shift my focus away from what I’m working on yet. Every time I say that people are shocked, ‘What? Why is your funnel broken, man? You were the lead funnel builder at ClickFunnels. Are you kidding? Why is your one funnel limping along?’ BUT that stuff doesn't matter. The funnel won’t make the sale. What makes the sale is THE SALES MESSAGE. The success of your product has so much less to do with pages or what color the button is. On a page level that's great, but on a market level you need to figure out: What’s the current offer that people are paying for? What's the sales message that’s working to sell that offer? That's all Funnel Hacking is. If you know those two things, you’ll have pretty much everything you need to create an opportunity. Then you go and design your New Opportunity before your actual funnel. You need to be able to stand up and deliver the sales message so that people want to give you cash. It has nothing to do with being online or offline and EVERYTHING to do with your sales message. The act of putting a product on the internet is just a method to market your sales message. I love how Joe Polish talks about the difference between Sales and Marketing: ‘Marketing systematizes and automates selling. Marketing is selling in advance.’ - Joe Polish Sales is an activity that happens face to face. It's a whole bunch of logical closes as to reasons why people should act now: It's 50% OFF Buy one, get one free You’ll get ‘this’ bonus Act Now! Marketing is how you get somebody to your face so you can sell to them Marketing delivers people to your offer who are (to quote Joe Polish again): ‘Pre- Interested’ ‘Pre- Motivated’ ‘Pre- Qualified’ ‘Pre- Disposed’ The great news is that the better you are at marketing, the less hardcore sales tactics you’ll have to use. Just think about that: Marketing delivers people who are ready to do business with you. It’s the act of attracting pre-qualified people in an automated way so that you don’t have to knock doors or cold call to find them. In my opinion, selling is the most prestigious career out there, but marketing will take you to the next level. When I buiIt my first ever funnel in ClickFunnels, we didn't have the $97 a month. So we put everything together before we even pushed ‘go’ on the two-week trial. We designed the funnel. We designed the offer. We designed the videos. We wrote the copy. We had to build the funnel and get customers before ClickFunnels started to bill us. And that’s how we did it. If I think back through on every successful funnel I've ever had, I’ve taken the time to design the marketing before I ever build the freaking funnel - Every Single Time! If you've got products that are not doing as well as you want, then take a step back and look at your marketing. You've got to get into the psyche of the person who's leaving the red ocean. You've got to know the psyche of your prospective customers. Anyways, I'm excited. I want to do an event where you’ll be able to work through this two-page document with me. You’ll design your sales message, your story and your offer in a way that attracts customers easily from the red ocean. It doesn't matter what funnel you apply it to; this is the first step that you need to take before you even open ClickFunnels... My wife is due to have our third kid any day now. She keeps having contractions, and I'm going to sleep with an eye open so that I can be ready. I don’t exactly know when the event will be, but I’m thinking sometime in August - so stay tuned, and I’ll let you know. Until next time- Go Crush It! Want me to speak at your next event or mastermind? Let me know what I can share that would be most valuable by going to stevejlarsen.com and book my time now.

Why I Throw Out So Many Hooks...

Play Episode Listen Later Apr 16, 2018 11:51

Something interesting I realized this weekend about how to reactivate people, get them to commit, and finally give them their big ah-ha. On this episode Russell talks about planning a new 10x Secrets product, when he suddenly questioned why he continues to launch new products. He explains his motivation behind why he continues to do what he does. Here are some awesome things you will hear in this episode: Why getting so excited about a new idea made Russell suddenly question why he continues to put out new content. How spending money on training helps people re-commit to what they are trying to do. And why he loves reading which of his products gave people the aha that made them re-commit. So listen here to find out why it’s important for Russell to continue to put out content that will hopefully inspire different people. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Today was Sunday, I had an awesome day at church with the kids and it was just really, really neat. Some of you guys know, if you’ve been listening, if you’ve been following, I don’t know. Everyone’s plugged in different spots, different places. But Thursday I did a really cool thing, I took the day of work off and I tried to read the entire Book of Mormon in a day, which was awesome. I podcasted about it over at bookofmormonchallenge.com, if you want to go listen to that podcast you can go and listen to it. And then Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, because not all million are still active, excited and engaged. If they were, I would have a million people using Clickfunnels right now, which we’re working towards that, but we don’t have it yet. I think we’re at 61,000, which is pretty awesome still. But I was like, those million plus people, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail. Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. Right now Julie Stoien and I working on 10 books, 10 front end books to bridge the gap. We’ve identified 10 submarkets that basically use Clickfunnels, so we’re trying everything in our power to bridge that gap, bridge that gap, bridge that gap. So we’re making 11R’s, training, and success stories, and this is part of our big Project Mother Funnel, but we’re….. Anyway, Julie’s writing 10 different books, one for each segment. You’re in ecommerce, this is how to use Clickfunnels, how to use a funnel. If you’re a business professional, if you’re a freelancer, if you’re an ecom, if you’re a business, whatever it is, if you’re in retail, here’s how to use funnels. It’s bridging the gap. My goal is, all these different offers we’re putting out there, for these segments, I want someone in that segment to get that aha and be like, “Oh, that’s why you use a funnel.” I had one of my buddies literally last night, it’s funny, it’s a friend from not business world, and I always forget that people see me on Facebook, but anyway, he texted me like, “Hey man, do you do stuff for service businesses?” and I’m like, “My whole body of work, anything I’ve ever done for the last decade of my life works for service businesses.” But because it doesn’t specifically say for service businesses, they don’t know it right. They can’t bridge that gap. So I wish the book was done so I could be like, “Yeah, get the book, it’ll tell you exactly how to bridge the gap and then you can go build funnels for your service business.” But we don’t have any yet, so that’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, that’s about it. I’m tired and I’m going to go to bed tonight because I’m getting up at 5 tomorrow, because this week’s going to be so much fun. Sleeping becomes a nuisance. Have you guys noticed that? If not, you’re not having enough fun yet. I gotta sleep, but I gotta wake up early so I can start the party. I’m getting up at 5 tomorrow because I got my next episode of the Bookofmormonchallenge.com podcast I’m going to be recording, then I’m going to be lifting with Dave and with James. Then the party starts and the week begins. So it’s going to be a lot of fun. Anyway, I appreciate you all, thanks for listening. If you are on YouTube, please click on the like, subscribe, comment, all that kind of stuff. I do actually, every YouTube comment does come to my email, so I do read all those, which is kind of fun. And if you’re listening to the podcast, please go to iTunes, like, comment, and subscribe. If you liked, commented, and subscribed in the past, please do it again because iTunes bumped us for a while, so we’re rebuilding the channel. So we may have missed your comments. So please come comment again. Appreciate you all thanks so much. Talk to you guys soon. Bye.

talk secrets throw sleeping grant cardone book of mormon hooks clickfunnels russell brunson marketing secrets expert secrets dotcom secrets perfect webinar growth con fhat two comma club x secrets master class

RUSSELL'S RANT: How Can This Work For My Business

Play Episode Listen Later Apr 9, 2018 23:00

If you think that this stuff doesn’t work for eCommerce, network marketing, local businesses, non profits, and your business… think again. Let me show you how this process works for all businesses. On today’s episode Russell talks about why and how you can use Expert Secrets to 10x or 100x ANY business. Here’s some of the awesomeness you will hear in this episode: Why you need to stop thinking, “This won’t work for my business.” and start thinking, “How can I make this work for my business?” instead. Hear Russell come up with some offers on the fly on something as ordinary as a coffee mug. And find out why it took Russell launching Clickfunnels six times before it finally blew up. So listen here to find out why you can use Expert Secrets to grow and scale any business. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. Today I’m going to go on a rant that’s going to show you, doesn’t matter if you’re selling physical products, network marketing products, local services, whatever it is you’re selling, this process, the Expert Secrets process we’ve been talking about is the same. If you enjoy this episode please go to iTunes and rate and review us. With that said, let’s jump into the podcast. What’s up everybody? This is Russell again, and I have a little bit of a rant and I hope you guys are okay with that, because it’s something that I keep trying to get people to understand, and they keep not understanding. So no offense to anybody, because I probably said in a lot of places and maybe you didn’t hear it. So I’m telling you guys right now, right here so you will hear it and you will understand. The question I keep getting from people, in fact a guy asked this question last night in our new Two Comma Club X coaching program, and I responded to it and then today I was thinking about it and today I’m like, I need to talk about this because I want to put this to rest once and for all. So in the future, if any of you guys hear anybody who is in ecommerce talk about this, please tag them, post to them this link, this video, this podcast it’s going to be all over the place. Let them know because this is the key they need to understand. A lot of people come into my world, the funnel world and they’re like, “Well, I’m selling stuff on Amazon or Shopify, I’m selling physical products.” So I was grabbing some examples of physical products. Maybe you’re selling supplements, or you’re selling jars, or you’re selling, buttons, or markers, whatever it is you’re selling and you’re going through this stuff and you’re like, “Funnels are really, really cool Russell, how’s it going to work?” and then I tell you, “Go read this book Expert Secrets. Go read the book Dotcom Secrets and the first thing is like, “Well there’s no face in my company so this stuff doesn’t work for me.” And I always just want to cringe. For anybody who though Expert Secrets was only about selling information products, you missed the whole point of the book. Please stop, go find your copy of the book, start at the very beginning, and this time look at it from a lens of whatever it is that you’re selling. If you’re selling physical products, info products, supplements, network marketing, whatever it is you’re selling, this book is the blue print for that. And if you’re saying, “This doesn’t work for me because in my business I don’t do this.” Instead start thinking, “Should I do this in my business? How could I use this in my business.” That should be the thing going through your mind, how could I use this in my business. Not I can’t use this for my business. People always tell me, “Russell, my business is different.” No, it’s not different. You’re just not doing it right. Start thinking, “How do I actually implement this into my business.” For example, a lot of people are like, “Russell this works for you because you have a software company.” Every other software company that I’m competing against does not do this. If you would have the people, if I would have released this four years ago and told people to read this, they’d be like, “This doesn’t work for SAAS and I’m not selling information products.” It’s like, no, you’re not seeing me actually do this to sell SAAS, to sell software as a service. It works for that, it works for supplements, it works for everything. So I want to kind of walk you guys through just a really quick 2 minute breakdown of how this concept works with physical products. But again, this works for anything. Plug in non-profit, we’ve got two or three people now who have hit the Two Comma Club selling non-profits, using all these same principles. We’ve got tons, probably 100 plus who are selling physical products who are doing it. Internet marketing, network marketing, it works for all of them. It works for software, it works for whatever it is you’re selling. It doesn’t matter, it’s agnostic about what it is you’re selling, the principles work the same in all of them. So again, the comment yesterday I saw was, “Russell, there’s no face to my company so this isn’t going to work.” My first thing would be, you need to have a face to your company. There’s a reason why there’s a face to Clickfunnels, because people can connect with a human being. If there’s not a face, not a person you become a commodity and the people are going to go off price, off of what feature, this feature versus this feature. If you have a face, a personality, people will bond with you and they will follow you to the end of the world. I promise you that. If you were at the last Funnel Hacking Live, you may have missed it. You’ve seen it happen. I’m practicing what I preach every single day. That’s number one. Number two, this whole book is about how to create offers. Figuring out what market you’re in and actually creating an actual offer. In fact, for those of you guys who wonder, if you’ve read my little bio it’s says, “Russell did this, this and this and one of the top super affiliates in the world.” This same concept is how I became a great affiliate. So I’m going to do this, I’m going to go through some examples. I’m going to pull up my chair. Hopefully this will come out and make sense. So let’s say you’re selling physical products. Let’s say for example, Organify. This is my buddy Drew’s supplement. It is a very good supplement I take every single day. There’s a picture of Drew on the back, for those who are watching the video. Drew’s funnel, and I love this guys, the funnel is not the best funnel in the world. The copywriting is not that good, the sales letter is not that good, but what do they have? They’ve got personality, a brand, a person, a human that people trust, they like, they know and they follow him through this movement, which is why they’ve done so well with Organify. Now if I were to go sell Organify as an affiliate, first thing I look at, they’re selling a product here. If you listen to me or Steven rant about this, a product, Steven at the last FHAT event had everyone stand up and raise their hand and say, “I will not sell a product again.” And had everyone chanting that with him. A product is not how you win this game. How you win this game is by creating an actual offer. So the way I became a really good affiliate for people, is I would go and find someone who is selling a product, they’d be selling this and doing well. And I’d say, okay how do I make this an offer. So I’d say okay, here on my whiteboard. Here is Ogranify, let’s say this is number one. Organify they’re selling and if I want to be a good affiliate I’m going to take this product and I’m going to create an offer around it. I’d be like, “If I want to sell this to become their number one affiliate,” which I could very easily and all you guys could do this. You could pick any product and do it. Say “okay, someone who is buying this, what else do they need to be successful? Oh they have Organify, what if they need to know how to eat or drink for that?” So I’m going to make a book or a video course teaching the 30 day juice reset. Boom that becomes part of the offer. Now they got green drink, they got a juice reset diet, what else do they need? Maybe when they’re juicing they’re trying to sleep better at night. So maybe this is the sleeping system, the greens sleeping system. Or maybe it’s like, they want some more recipes. So it could be like 20 ways to put green drinks to make something. So I would go and try make a whole bunch of recipes and ways to turn these green drinks into really healthy foods and I don’t know, whatever you do. But I’d create a whole bunch of things, put a bunch of things together and make an offer, with a total value of blank. Then I’d go back to all the people buying Organify, “Hey you can buy Organify and get it for 100 bucks, or you can get the same offer but I’m going to give Organify plus this, plus this, plus this….” and I make an actual offer. I’m going to go out there and destroy every other affiliate including them selling their own product. There have been affiliates, times I’ve gone and promoted somebody’s product and actually sold more of the product than the actual product owner. I do that by turning their product into an offer and make it irresistible. So there’s an idea for supplements. If I’m going to be selling a supplement I’m going to go out there and create an actual offer, not just the supplements. The supplements is just one piece of the offer, what are the other tools and systems they need to make an amazing irresistible offer that’s going to make them whatever it is, the result you’re promising. So for ecom people, so let’s just say you’re an ecommerce person and you’re selling this little coffee mug thing. I tried to find something random in the office here today. So this is a nice little coffee mug, it’s awesome. I’m selling it on Amazon and you’re like, “Russell, I don’t know how this Expert Secrets stuff works for me. We’re just selling little coffee cups, there’s nothing to this.” I’d say, in fact, those of you guys who are members of Funnel University I did Bulletproof Supplement Funnel and I did Onnit Supplement Funnel, both of them are not very good funnels. Both have built 10-30 million dollar a year supplement brands because they followed the steps in this process, the Expert Secrets stuff. So if I’m selling this on Amazon to make some money and I’m scared that Amazon is going to crush me, or I’m going to get booted off, or I just want to diversify or I want to sell this for what it’s actually worth. I would take this product and turn it into an offer, that’d be step number one. So this is something that keeps coffee warm, I’m assuming, so how to make this offer. So going back to Expert Secrets, which market is this in? Health, wealth or relationships, it’s probably in health, because people who drink coffee a lot of times do it for health reasons. So it’s in health, inside of health what is this? What’s my submarket, the submarket are people who are drinking coffee to become healthy. So you got health, you got coffee for health is the submarket. Then what’s my niche I’m going to create? I’m going to create a niche that, let’s just say Dave Asprey with Bulletproof, he’s putting butter in Coffee, so let’s say I’m going to go on that tangent. So his whole market is like teaching people that and telling people to go buy butter and put it in. So my sub niche could be like, “I’m going to give you guys the kit that you need to be able to make Bulletproof coffee on the go.” Maybe that’s my sub market I’m going to create. So I take this, this is the physical product. Now if I want to compete in a funnel, I need to make this an offer. So I’d say, “Okay, the first thing you’re going to get right now, is you’re going to get the physical cup, which is really, really cool.” The problem with that’s all that this is, there’s probably 500 other people selling this on Amazon. It’s because they’re all selling the exact same thing, what happens? It’s a race to the bottom. Everyone’s getting cheaper, cheaper, cheaper, cheaper, because whoever wins is the person who’s got the cheapest product on Amazon. So I don’t want to be constrained by price. If I’m constrained by price I’m going to lose this game every single day. So what I’m going to do instead is take this out of a price constraint where people are going to be judging me based on somebody else, I’m going to turn this into a special offer where I’m the only person on earth who can actually sell this because it’s my special offer. So number one would be this cup, this really cool cup. Number two, what would it be? What else could I put in this offer? Well maybe I sell coffee, or maybe it’s hot chocolate, or maybe it’s cacao, maybe it’s something that can actually go in there. That’d be the second part. “You get this, plus you’re going to get this stuff you can actually make, it’s really, really good.” Number three, I’m looking at my office to see what else I could plug into this offer. Number three, let’s say there’s a really cool weight loss plan that I want to make with this. “Let me show you guys how to have more energy in the morning and have more focus. So number one you’re going to get the coffee cup, number two you’re going to get the actual coffee, number three you’re going to get my secret eating plan to actually boost my mental performance as an entrepreneur. Number four….” And I’m going to add the next thing, and I go through and create an amazing offer. Now I can go and even though people are selling these on Amazon for like, you know I don’t know how much this costs, $10 let’s say, I can now go and because I bundled together a bunch of things, this is now worth $30-40 because it’s an actual offer now. People can go on Amazon and it’s ¼ the price over there, but it’s actually worth 4 times more because we turned it into an offer. We bundled a whole bunch of things together and now it’s something that is different, that people can’t price, go with price because I’m the only person that actually has this special offer. Now to take it to the next level, it’s not just creating an offer, it’s creating a brand, a person, a movement behind this. Dave Asprey did it so good with Bulletproof, where his whole, he had a story now of him, he was overweight, he lost a bunch of weight, he was hiking, I can’t remember the whole story, hiking in the Himalayan mountains and these guys gave him some yak butter tea, he drank the yak butter tea, he felt good, his brain was lit on fire and he realized he could put butter in his coffee and Dave started this movement where people were putting butter in their coffee, it’s this weird thing he did. Same thing, I’d be like, here’s my product, here’s my offer I created to go with it, what’s the movement? What are people tapping into besides just that? Who am I? What’s my story? I need to share the story. Why’d I create this? What was the reason? What was the purpose? If you look at Drew, Drew had a whole story about why he created Organify, what was the reason, what was the story behind it? So for you guys, if you want to transition from selling physical products, or a network marketing product, or ecommerce, or if you’re an affiliate selling other people’s products, it doesn’t matter what it is. The system and the process is the same. It’s taking that thing and turning it from a commodity into an offer. Putting together a bunch of things that are unique to you. Interviewing people, I could go interview Dave Asprey, I could go interview someone who is an expert in whatever and put that in part of the offer, make this thing amazing and increase the value of it. Then I can go and tell my story. Why did I create this, what was the reason, the purpose behind it? People will buy into that story line and then from there it creates a movement. Now I got a whole bunch of people buying this and my offer and they know my story, know who I am, then guess what happens? In a month from now, six months from now, a year from now when I decide this is really good, now I want to create my next product, now you have the following in place. Now you have the people in place, now they actually care because they’re connected to you and your story and your mission and movement. So I want you guys to understand, so many times people come to me and they’re like, “This doesn’t relate to me because I’m selling a different product. I’m selling a physical product.” Or “I’m a network marketing company that’s separate from this.” No, it doesn’t matter what you’re selling. The reason I’ve been successful at selling anything I’ve ever sold, and I’ve done all of them, physical products, supplements, information, network marketing, physical brick and mortar retail locations, I’ve got chiropractic units, I’ve got dentist units…it doesn’t matter what you’re selling the process, the system is the same. Number one, create an irresistible offer. Selling these markers I would try to create an irresistible offer with these markers. You’re picking your market that you’re targeting to. I wouldn’t just sell these markers to everybody who wants a marker, because I’m going to be competing with everybody else in the world with price. So in fact, if you look at, I just got these in the mail today, from JLD. How many journals are there out there in the world? A billion, 2 billion, 10 billion? So what he did is he figured out what’s the submarket, and sub niche that I want to create? So he made these journals, one is a mastery journal, and one’s a freedom journal, these literally came in the mail today. If I was to go and compete against price on journals, you can get a journal for 99 cents. You could get lots of them super, super cheap. So what he did instead, what he did, he took this journal, picked a submarket, and then he spoke and created something specific to them, then he made a really good offer behind it, and if I was an affiliate I would make this offer even better. I would go interview 5 different people who understand mastery at different levels. I would interview someone on mastery of physical fitness, weight loss, business, entrepreneurship, athletics. I’d interview 5 or 6 people who have mastered something in their life and make this an actual offer. “You get the mastery journal plus you get an interview with so and so who is the number one guy at whatever. Plus you’ll get an interview with so and so…” I’d create a really good offer, his offer is good, but if I wanted to be an affiliate for that, I’d make an even better offer. Now I’ve got those kind of things, I’d say, “Okay, I’m going to create a movement of people who are all going to go through this with me together. We all want to master this stuff together. We all want to drink green drinks together. We all want to drink bulletproof coffee together. We all want to use markers to sketch out our funnels.” Whatever it is, I’m making this group of people and creating a movement of all of us together that want to do something and I’m going to become the leader of that movement. I’m going to put my flag in the ground and say, “Look, this is my movement, I am the leader, come follow me.” They’re going to come follow me, and then all these Expert Secrets principles start working. Now I got a movement to follow me. What’s our future based movement? What’s our cause? What’s the new opportunity that I’m trying to provide for these people? I’m going to figure those things out, put them together and build this following of people and what’s happening is they’re all buying my physical products, they’re all buying my network marketing opportunity, they’re all buying my local chiropractic care, they’re all buying my teeth cleaning system. It doesn’t matter, whatever it is the process is the same. I’m building this community of people who love me and trust me and know who I am, they’re all part of this movement and now when my second product line comes out, I can sell exactly what these guys want and now, boom this where you start growing very, very rapidly your company. That’s what I always tell people, take any physical product brand, wrap the Expert Secrets model around it, and you will 100x your company overnight. It’s like giving it a shot of adrenaline. I want you guys to all understand that. No matter what business you are in. I know a lot of you guys are in a lot of different types of businesses. So instead, as you’re going through this process, when you’re reading Expert Secrets and Dotcom secrets and listen to my podcast and all those kind of things, instead of saying, “Oh that doesn’t work for my business.” Stop and say, “How can I make that work for my business.” That’s it. That’s the magic. That’s the big secret. It’s shifting that thought in your head, “oh that doesn’t work for my business.” To “How can I make this work for my business?” And if you think for 5 seconds, for 10 seconds, I promise you this is a shot of adrenaline for any business you are in. It doesn’t matter what you’re selling, or whose product. It could be your own product, or someone else’s product. Whenever I wanted to be an affiliate, whenever people asked me to be an affiliate, the reason I don’t just like set up Google ads and run it to affiliate offers is I want to be the top affiliate, all the time. I’ve won cars, I’ve massage chairs, insane amounts of things, watches, everything you could dream about being an affiliate. And it wasn’t because I was selling the same product that everyone else was, I was, but I had made mine an offer. I took their product and figured out what else could I do to provide more value to this thing. And I took, I did this a lot of times when product launches were happening all the time in my marketplaces, the ones I was in. I would say, “Okay, everyone is selling this course for $1000, so how do I make this worth $10,000? Because if I can do that everyone will buy from me versus the product owner or any of the other affiliates. So I would create an offer so irresistible they’d have to buy from me. I had people literally buy the product once and then buy again just because they wanted my offer. That’s the magic we’re talking about here. We’re creating really, really good irresistible offers. That’s what you should be thinking through. So again, if you’re looking at whatever business you’re in, I’m a network marketer, I’m selling ecom, I’m doing whatever, first question is how do I turn this commodity, this thing…. especially network marketing. You got you versus 180,000 other distributers, ecommerce is you versus everyone else that comes up into the search when they type that product into Amazon. How do I de-commodize myself by creating an actual offer? That’s number one, thinking through that, what can I create? What are the other things? Number two then is who am I actually selling this to? You keep trying to selling to everybody it’s going to be hard. When you start creating an offer, this is really fun. This is why those who are going through the Two Comma Club X program right now, we’re talking about that, picking your market and creating your offer to match it. Because this right here is a cup that anybody who drinks coffee could do, but the problem is then it’s a commodity and the price drives down. By choosing the right market, the price actually goes up on this. This is the coffee cup for biohackers, or the coffee cup for entrepreneurs who want to drink Bulletproof coffee on the go, suddenly this becomes more valuable, because I picked the right market to actually go after. Now the price went up. Now that the price went up, I know the submarket that I’m in, now I create an offer that relates exactly to that market. What does this market want? Well, if they’re drinking Bulletproof coffee on the go, they probably want more recipes or ways to do it, or they probably want interviews with people like Dave Asprey or Anthony Diclementi or other biohackers. Maybe they want an interview with the coffee guys who run the company. I could find my favorite type of coffee and interview the person who discovered that, who invented that product, whatever it is, you go and create an amazing offer for that submarket, suddenly this $8 cup becomes worth $60 or $100 or more. Now you get a whole bunch of people doing that together, we’re all part of that, they all took the same offer, they’re all part of the same market that you have created and now you’re able to start creating your mass movements. Does that make sense? So it doesn’t matter what business you’re in, if you ask me to consult you, I’d tell you the exact same thing. Someone posted on Facebook the other day, “How much do you think Russell would charge to Vox me back and forth for a day?” people were posting, “$100,000, 150,000” and it just makes me laugh because the feedback I would give you would be the same. It doesn’t matter what it is you’re selling. The process is simple you guys. Figure out what it is you’re selling, and then realize that’s just one component of your offer, then create an actual offer out of that. You’re going to sync it an actual sub niche that you’re creating. So you go market, submarket, sub niche. So create that sub niche and you create the offer for that submarket, then you get people in there, and then start creating your mass movement. You start going and the audience, your group, the tribe you’re building will tell you what to sell, what they want, where to go from there and that’s how you scale these things. That’s how I could take any ecommerce business off of the street, we could 10x it, we could 100x it very, very quickly by just wrapping with these principles. So if you learn nothing else from today, go back to the Expert Secrets book with any product, any service you’re selling and this time when you’re reading instead of saying, “This won’t work for my business, my business is different.” Say, “How can I make this work for my business, I want my business to be different.” That’s the magic. One last story before I wrap this one up, that’s what happened with Clickfunnels when we first launched it. I looked at every other SAAS company out there and they were all selling their software. I said, “Okay, I’m going to sell my software.” And funnel number one was selling my software and guess what happened? Boom, bombed. Funnel number two I was selling my software. It bombed. Number three, sold my software. Four, five, number six was the offer that blew up and guess why? Because I was no longer selling my software. I created an offer for people. Number one, you’re going to get the software for free for 6 months. Number two you get the funnel hacks training system to teach you, indoctrinate you and show you how to use it. Number three I know the next problem you’re going to have, you don’t know how to write copy so you’ll get my copywriting system. Number four you’re going to get my traffic system. Number five I’m going to give you all the components you need to be successful with this product…” and I turned it into an offer and it blew up. Year one 10 million, year two 30, year three 70, and on track this year for 150 million, because we created an irresistible offer for a software company. And it blows my mind that all the other SAAS guys out there we’re competing against haven’t figured it out yet. It’s right in front of them, plain sight. They keep on trying to sell their product. You don’t sell products because then you’re fighting a commodity based business. You’re fighting with the next dude who creates a product who’s got this feature and this, and their price is high, and all sorts of the garbage that comes out. No, we’re creating an offer. It de-commoditizes you, pulls you away from everybody else, breaks you away so now price is no longer a thing you’re fighting with because you are your own thing. You are separate, you are unique and now you have what you need to grow and scale a company. That is the magic that we’re talking about you guys. If you’re doing a webinar, if you’re just creating one big offer and you’re selling it, if you’re doing ecommerce and you have a physical, not physical, but if you have a funnel with front end, upsell, downsell, each thing of those is an offer. You front end, when I sell my books, it’s a free plus shipping book, but I made an offer around this. You get books, you get training, a whole bunch of stuff that comes with this. The upsell is a new offer. When you buy this, you get this. I’m making lots and lots of these offers. The biggest thing I could tell you guys, if you do this over and over and over again, is getting good at creating and making offers for people. And what’s cool about it is you’ll find out some things people go crazy for, and some things they don’t respond to. You just keep making new offer after new offer after new offer. And the more you do this, the better you become at it and the more successful you’re going to be. So if you’re in the Two Comma Club X program, you guys know the homework I told you guys before was go in and find 10 offers that are happening, 10 successful funnels in your business, funnel hack them to figure out what their offer actually is. The ones that are successful have really, really good offers. See what they are. What’s component number one? What’s component number two, number three inside their offer? Study those things so you can understand how you can make better offers for your market. That’s it you guys, hope that helps. This is probably the longest podcast in a while, but I needed to go on a rant because I wanted everyone to understand that this is how this game is played. It’s all about creating offers, picking the right market, and then create an offer for that specific market, and then from there start getting people, start building your tribe, create a mass movement, do al lthe stuff we talk about in the book and from there, product number two, product number three, everything else comes into play. So that’s the game you guys. I love this game, I hope you guys love it as well. It’s so much fun. Once again, how can this work for your business? Keep thinking that. Thanks everybody, talk to you soon.

SFR 111: The 4 Oceanic Personalities...

Play Episode Listen Later Feb 14, 2018 19:56

What Dave Woodward taught me in-between stage time... Hey, what's going on everyone? This is Steve Larsen. You're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best Internet sales funnels. Now, here's your host, Steve Larsen. All right, all right, all right. I am in the throws of just building like crazy. I'm about to finish my webinar product. I have had, I've had a ton of people come out and say, "Hey, will you build this? Will you build this? Will you build this?" It's so funny you guys. It's been this way every single time I've ever built anything, ever. I remember I was going out, and I can't remember what I was building, it was years ago. I started noticing this pattern that any time I got ... I started setting this resolve of like, "I'm going to go build this, and I'm going to stay focused, and no one else is going to get distracted." Like, "All right, no one's going to distract me, and I'm only going to do one thing at a time this time." As most entrepreneurs probably go through. It's every single time I go out and I start having that kind of intent to build something different or put something out there, it's like the world and the market come flying out from the woodwork and just trying to distract me, trying to say, "Hey, well here's an opportunity over here. Come over here, there's an opportunity here. This piece over here. Don't miss out on this over here." Right? I'm sure you guys have all seen that before. If you haven't, get ready and buckle up, okay? As soon as anyone ... Here's the funny thing, okay? Most people in life don't really do that much stuff, right? If you're listening to this podcast, right, you're probably one of the other ambitious individuals on the planet. There's like, newsflash, there's not many of us. I didn't know that, and it's not to put anyone else down, but some people are completely content of doing the same thing over and over again in their life. That's great, good for them. I'm not and you're not either, I'm assuming, right, that's why you're listening to this, okay? I'm not. For me, I had the hardest time when I was in school knowing what to try and choose to do. I would stand around and go, "Oh my gosh," like I, do I try and go ... My major at BYU-I was actually finance and then I was like, "Maybe I'll do supply chain. Maybe I'll do this over here. Maybe I'll do ... Gosh, I have no idea, because if I do this, I'm going to get stuck at a desk doing the same thing over and over again. If I do this over here, oh my gosh. Like literally, I'll look at spreadsheets all day long." I was like, "I don't want that." It's funny, because when I started getting really clear on what it is that I wanted, two things happened, right? The first thing that happened, well first of all, just so you know, I was like, I was in this huge conundrum and suddenly, and finally I had this professor, this teacher, he's kind of one of my, he was a mentor of mine basically. He was a teacher. He and I spent a lot of one-on-one time together actually and he would just teach me stuff. He was a former CMO of Denny's and of Pizza Hut. I've talked about him before. He was the guy that invented the stuffed crust pizza, and all hail. He would teach me a lot of amazing stuff. One day, he took me aside and he goes, "Look, Stephen, I see that you are like massively torn between what you should do." He's like, "You need to come and you've got ... Come get a marketing degree, man." I was like, "Serious?" I was like, "I'm not going to lie. I look at the marketing degree as like a cop out." Okay? That was my view of what marketing was at the time, which was so skewed. Like oh my gosh. In my mind, there's no other skill set that will pay you more than learning how to do sales and marketing but for some ... Like the way it's taught, right? The cultural perceptions of western society look at sales as almost like the people who couldn't get any other career. Like are you kidding me? That's like the most valuable, most important career on the planet. Like without sales, the entire economy dies, newsflash, right? Like holy smokes. Learning how to be salesman, learning how to market, those are like the most profitable skills you could ever learn, right? Which is amazing, it's just amazing. Anyway, so I was like, "Okay." He's like, "Come, come and do this thing." Like, "Fine, fine." He goes, "Look, I know you're going to like it because you have to solve a new problem and a new challenge pretty much every day. It changes, you're never doing the same thing over and over again. Even if you have to, it's kind of different, right? It's for different people." I was like, "All right, fine." He goes and he convinces me to get into this. He's like, "Go do marketing," so I get into marketing. I started studying marketing stuff and I was like, "Oh my gosh, this is amazing. This is super cool." It's always, it's been fascinating to me how much of it has to do with psychology than anything else. Some of you guys might be thinking like, "Steve, are you just realizing this now?" No. I'm not, but I had it reinforced to me again two weeks ago, and I wanted to tell you guys about it. Again, I'm talking about the FHAT event. This last one was, frankly, like so freaking awesome. I was on point, Russell was on point. Like it was just, my gosh, and it was our last one, which makes me super sad, but I get why. Just logistically, it's a hard thing to pull off, it's three days. We clearly over-deliver on ... I mean, anyway, it takes a lot. It takes a lot to pull them off. I was up there, I was teaching, it was going great, it was awesome. I love, I love, and I hope you guys understand in the future, I would love to have a coaching program of my own, I would love that. The reason I'm bringing this up is because one of the things that's such a huge benefit of being attached to a place like ClickFunnels, which I still am, which is great. I'm contracted to run the Two Comma Club coaching program or part of it with them now, which is awesome. I just signed the contract, I'm very excited about. It's a huge deal, very huge deal. I love the mentorship. I love ... I'm scared to death to actually completely remove myself from the marketing nucleus that ClickFunnels is. Internet marketing status quo as a whole gets created in those rooms, right? It's amazing, it's amazing. Common practice, think about the power of that. It's huge, right? It's like a massive innovation center. I mean, I feel like ClickFunnels is the apple of the Internet marketing world, right? Just massive innovation on an intense level at all times. It's very, very fun to be part of. Extremely electric environment, right? I loved, loved working there, very sad to not be. You guys know that story though, for a lot of reasons why I'm not now, but I still wanted to be a part of it, so I was super, super thankful when I was asked to be contracted as a Two Comma Club coach there, and still be a part of that a little bit. I wanted to tell you guys though about an experience that I had that kind of reinforces what I'm saying right now about how much of this has to do with human psychology. Had way more ... Which is funny, because I almost went into psychology. I was like, "Yeah, this is really interesting stuff." I was like, "That's a lot of science terms and I don't really want to learn that stuff." I still am ... The parts that interest me, funny enough, are actually all the things that I still use for marketing messages and storytelling as it is anyway. Anyway so, gosh, mentorship is such a huge piece of growth to this, I love it. I hope to be able to do that, and a lot of you guys have asked, actually reached out and asked. Probably more of you guys are doing it than you realize, then the rest of you guys realize. Yes, the answer is yes. I would love, love to be able to mentor and coach and show you guys the very obvious places where you could improve your funnels and things like that. It's all I do anyways. I've been doing it for the last year with hundreds and hundreds of students. We have over 600 students now inside of the Two Comma Club coaching program. I'm on with them every week, pretty much for the most part. Unless I get bronchitis like I did a while ago, it was crazy. Anyway, so I was on stage and I was teaching, and it was awesome. I noticed that the room was starting to drop in their responsiveness on what I was saying. If you guys have ever taught or ever spoken, you can feel that as the speaker, right? I'm sure you guys have felt that before. You stand up and you starting to deliver, and you can feel the responsiveness. You can feel how people are with you or not when you're actually speaking, and teaching and do whatever you're doing, selling, okay? Which is one of the major reasons why I tell everyone, "You've got to publish consistently. It would be an amazing teacher for you." Just you, that's like self-teaching. Just you publishing is like self-teaching. An amazing, a very powerful way, right? It's like tailored coaching to yourself, but it's from yourself, which is pretty interesting. You only get that with publishing frequently, right? Anyway, which is why I'm like, "Oh my gosh. Get good at telling stories. It'll be so ... You'll see the responsiveness." Anyways, I'm on stage, I can tell. The reason why I knew is because they were just getting tired. Okay? They had been there for eight hours the day before and I don't let them take breaks, okay? If they got to get up and go to the bathroom or anything, they get up in the middle and then leave, okay? I don't really ...There's like two breaks the whole time, lunch and kind of dinner, kind of. Okay? They'd already gone eight hours the day before and we were like six hours into day number two, and there's still like another seven hours to go. We're stopping for dinner, okay? There's been a lot of progress. I'm helping them make their webinar scripts. I'm helping them make the actual funnels. We're going through and we're teaching storytelling, we're teaching, and we're helping them. They're doing it and we're also coaching them through it on different ways. They're listening to each other being coached and it's a great ... Oh my gosh, huge accelerant, massive catalyst for growth, and so I love that event so much. They're getting tired and I can tell the responsiveness of the room is beginning to drop. I kind of started making fun of them just a little bit. I know a lot of you guys listen to this podcast, "What's up?" You guys are a great group, love you. Just know from my side, that's what I was seeing though. I was like, "I know they're getting tired." I was like, "How can I break state? How can I break their state? How can I jar them in a certain way?" I was kind of like jesting, in a playful way, making fun of them like, "Come on. Stick with it here, we got to keep going. This is three days that can set up the next 30 years of your life if you do it right." It's like ... Anyway, and so we break for dinner, I'm going on in the back. As a speaker, I got to decompress from just this constant ... It's like, let me think. It's like 24 hours of me on stage in three days. It's a lot. Russell told me 90 minutes is the equivalent of an eight hour day, and I'm on there for 24 hours in three days. Like I am wrecked by the end of it, okay? The day after and several days after, it feels like I ran a Sprint triathlon, which I used to do. It's like the same feeling of just exhaustion, but it's super fun. Keeping the energy high is super key with it. Anyways, I go to the back, I'm decompressing, I grab food, and I was just kind of sitting in the back. One of the brilliant people that I love being around in ClickFunnels walked into the back, and his name is Dave Woodward. He walks into the back, and he sits down next to me, and he's eating food. We're just chatting it up, and he's asking how things are going. He's like, "Hey, you're on your own, this is awesome. What are the issues? What are the cool things?" Back and forth. Then Dave goes into this brilliant teaching mode. I hope he's okay with me sharing this, but I wrote it down. He goes, "Have you ever heard of the four C animal psychology approach," or whatever. I can't remember what it's called. You guys out there, I'm sure some listeners listening to this probably know what I'm talking about. I was like, "No, I have no idea what you're talking about." Because what I had just said was, "I can tell that I'm losing some of them. They're getting tired. I want to make sure ... I'm trying to keep them engaged. They have to be engaged mentally in this process for the three days. It's a lot, but they got to stay with it." I was like, "Trying to get ... I can feel ... It's going really well, but I'm killing them a little bit, I'm killing them. I got to resurrect the feeling a little bit. I got to keep them engaged with it. I got to inspire them a little bit." He goes, "Hey, have you heard of this? It's like the four C animals approach to psychology." I was like, "No." I'm calling it wrong, okay? Whatever it's called, I don't know, okay? He goes, "Okay." He goes, "You and I, we're sharks. Sharks are go-getters. They stop at nothing, okay?" I was like, "Okay. That makes sense." He's like, "Then, there's also dolphins. Dolphins are bubbly. They like being the center of attention a little bit." He's like, "There's always a few people in the room that are really engaging with you the entire time?" I was like, "Yeah." He's like, "Those guys are totally dolphins, okay? Those are the dolphins. They're very, very friendly, they're open, they're bubbly. They have no problem being engaging and energetic." I was like, "Okay." He goes, "Then, there's whales, okay? A whale is someone who wants to make sure everything is fair, okay? Those are the people in the room who are kind of like your checks and balances system when something ..." "You say you're going to do something and you forgot to cover that, they'll go back and they're the ones correcting you. They'll make sure everything's fair, everyone's treated fair. That everyone feels validated and everyone feels edified, right?" I was like, "Okay." Then he goes, "Then the fourth kind though is the sea urchin, okay? The sea urchin are like the accountants. The accountants are sitting back, and they're extremely logical. They're very number driven, they're very process driven." He goes, he said, "We all have pieces of each one of those in us but there's always a dominant, okay?" He goes, "You're a shark." I said, "Yes." He goes, "You need to understand that people will not ... If they don't have any shark in them, they're not going to respond to your shark-like mentalities. They're not going to respond to yours shark-like communication style." I was like, "Huh, that makes a lot of sense." He goes, "If you watch the way Russell speaks, and you watch the way Russell goes, he's very brilliant at making sure he communicates to all four of those personality styles, of those learning styles, right? Communication styles in the room. He hits all four of them in the room." I was like, "Huh, that's fascinating." It was dinner, and we had another five hours to go. I mean, we usually stop that event at 12:30, 1:00, right? Afterwards, after it was over, we all, Russell and I and Dave and Melanie and John, we all just kind of hung out. It was a lot of fun. We just kind of chatted up and caught up for a little bit, because it had been several weeks since I had been there. Anyway, so but that was fascinating to me though. He goes, "Make sure that ..." He said, "You're doing great. I mean, you're really, really awesome." I was like, "Oh, thanks so much." He goes, "But make sure that when you get back up there, and you are trying to keep them motivated, and you are trying ... That you are talking to sharks, yes. You are a shark, that's easy for you to do." He said, "Make sure you're talking to the dolphins that are bubbly and energetic." He goes, "You can do that. That's very much your style also." I was like, "Yeah, I'm definitely energetic." He goes, "Make sure also that you're talking to whales, right? The whale, meaning the personality who wants to make sure that everything's fair. Making sure that there's everyone's nice." He goes ... Even though I was jesting, making fun of everyone. I was like, "Come on, stick with it. You guys ..." He's like, "That may have been bad," that I was jesting, making fun of them, right? I was like, "Come on, you can do it. Stick with it." I was just trying to keep them motivated but I was like, "Huh, for that personality style, for that communication style, they may not have liked that, and that was a mistake of mine." Right? "Then for the sea urchin, make sure that you're still going through logical progression, you're still ..." He's like, "Make sure that when it comes down to motivating, when it comes down to communicating, when it comes down to script writing. When it comes down to any communication piece that you're doing whatever you can to communicate ..." "Because a sea urchin, if that's their preferred style, they like to learn like a sea urchin, right? Not like a shark. You got to speak like a sea urchin, all right? Make sure if the person's, right, dolphin, you got to speak a little bit of dolphin, right?" He's like, "Make sure you're learning each one of those four." That was such a huge lesson. It was such a huge lesson. I was like, "Oh my gosh, that's okay, okay. Awesome, cool." I went back out and for those of you guys who were there, you might have noticed, I don't know. I was trying to incorporate more of those things throughout, and I did that specifically on the third day. I don't totally know how, but I know that like when people say like, "Oh, when the student's ready the teacher appears." It has everything to do with the student's ability to learn though. I was like, "No, it does have a lot to do also with the teacher's ability to deliver." Right? I was trying to practice that, and I was trying to get good at that. Anyway, it was fascinating, so that's what I'm doing. What I'm trying to do is I actually went back to my webinar script that I'm currently running right now, right? My webinar. It's going great, going actually very, very well. It's been fun because I'm trying to incorporate now, I've got the shark piece but I'm trying to incorporate a little bit of dolphin, okay? I've got that pretty naturally also, okay? The whale, right? How can I make sure everyone feels like things are fair? How can I make sure that there's still logical progression, and the people like to analyze stuff, for sea urchin? You know what I mean? I'm going through, and the actual sales scripts themselves, on the pages, inside the webinar, after the webinar. I'm going through all those things, I'm trying to add those things in. It's gone really, really well. It's actually been really, really cool to go through and do that. Anyway, guys, that's all I wanted to tell you guys about was try and figure out which one you are, and then learn to speak the other languages, okay? As far as communication skills, communication tactics. If you are a straight up shark, unless you're looking for just straight up sharks also, right, make sure you're speaking other forms of communication as well that people ... It's kind of like the love languages. These are almost like communication languages. That's how I look at them anyway. I'm probably botching some pieces of it... I don't know the name of that methodology or whatever it was that he was teaching me, but the lesson, the lesson was powerful for me and I'm like, "Huh." I've always tried to incorporate certain things like that, but I never heard it described that way. I think I was neglecting specifically a certain part, and certain personality and communication style in the room. I didn't know that. It's not that it wasn't good, not that they weren't getting the stuff also, but I'd be more effective if I was like, "I got to learn these other pieces here." Anyways, that's what I'm doing right now. Trying to go through and toss a few of those, more of those elements in. I am dedicating right now full days to just the actual webinar script. That's how much I'm trying to master and just get it down. Selling once a week right now, and it's the only funnel I'm running. I got plans for all these other funnels. I got offers for tons of other funnels to go build. I got offers for all the other things, but it doesn't matter right now. Okay? I know I'm literally one funnel away. That's not just a phrase or a saying that's kind of cute, it's a real thing. I know that, and I've seen that, and I'm doing it, and so I'm trying to say no to everything else. Also, with the communication style of, "How can I speak to everyone else's language?" Because we're all different. Anyway, okay guys. Thanks so much, appreciate it. I hope you guys learned something from that. You can go back and incorporate that into your scripts and your copy and communication styles. I'll 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 pre-billed sales funnel today.

learning internet selling sharks dolphins cmo sprint personalities larsen pizza hut woodward brunson clickfunnels oceanic steve larsen two comma club dave woodward right then sales funnel radio fhat okay they

Throwing Rocks At The Red Ocean

Marketing Secrets Video Podcast

Play Episode Listen Later Jan 30, 2018 10:07

A cool new way to look at developing your new opportunity. On today’s episode Russell talks about how he was able to look at his own principles through a different lens after he heard Steven teach them at the FHAT event. Here are some awesome things you will hear in this episode: Find out how Steven helped Russell see the market, submarket, and niche concept differently. Find out the difference between a red ocean market and a blue ocean market. And hear Russell discuss in detail what it means to throw rocks at the red ocean. So listen here to find out how to still be a part of the red, bloody ocean, while creating your own blue ocean. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to Marketing In Your Car….No wait, it’s Marketing Secrets now. Welcome to Marketing Secrets podcast. Hey everyone, you get 300+ episodes of calling it Marketing In Your Car, sometimes it’s hard to break the pattern. Anyway, I hope you guys are doing amazing today. I’m heading in, we got Operation Underground Railroad coming in today. We’re still working on the documentary, so many cool things. Those of you who are going to be at Funnel Hacking Live, we’re actually going to be showing this documentary we’re building with them, which is super cool and I think you’re going to love it. And then we’re going to help save tons of kids, which is awesome. Good things happening on that front. Today I want to jump in because something kind of cool happened. We had our FHAT event last week, which the first FHAT event was about a year ago and I taught it. FHAT is F-H-A-T Funnel Hack A Thon, that’s the acronym, so we thought we’d shorten it and call it the FHAT event. Everyone calls it the F-HAT event and everyone’s confused by what it is. But that’s what it is, it’s the Funnel Hack A Thon, F-H-A-T. Anyway, the first one I taught for three days and it was awesome I think, people liked it and I thought it was good. Right before Funnel Hacking Live last year, which was kind of dumb. And then we’ve done I think 5 times, we did it after that. And Steven started teaching, first he taught half of it, then more of it, then the majority of it. And we did our last one, it’s kind of sad, we may bring it back, who knows. But we did the last one last week and it was really cool. And it was fun because, like I said, Steven’s been teaching it and each time he teaches it, he gets better at it and better at it. But three weeks ago he officially ended his job here at Clickfunnels and went out on his journey as an entrepreneur and he took all the stuff that we do in the FHAT event, talk about in the FHAT event and he launched his first webinar and he’s made 100k in the first three weeks. And it’s like, oh my gosh, this stuff actually works. Who knew this whole time? And what’s fun, this FHAT event, this is after he had a chance to go and do all this stuff. So now he, his belief level was there before, but now it’s ten times better. And it was crazy watching him on stage, I was super impressed. In fact, I was going to listen for 5 or 10 minutes because I had this big project I needed to do, and he started to speak and I started listening, and I was like, dang this is good. And I just sat there and I listened for over an hour. And it was cool, it was cool hearing him take a lot of the principles and stuff that we talk about in Dotcom Secrets and Expert Secrets and then weaving it together, and then taking his spin. How did he think to do this when he was creating his offer and his thing like that? And one thing he said that was just really, really cool and it’s not different than we talk about in the Expert Secrets book, or I’ve talked about with you guys, but it was just a different lens. And because of that it was so, so cool. So if you’ve read Expert Secrets, if you haven’t you’re insane. Go buy it. I spent a decade of my life learning this stuff to give it to you for free. Go to Expertsecrets.com. But if you have read it you’d remember it talks about initially there’s three markets. There’s health, wealth and relationships. And every time we share that people are like, “No there’s other things. What about razors?” And he actually brought that up as a thing, why do people buy razors? What’s the reason? They’re shaving because they want to look good to get a girl. Relationships. So it’s in the relationship market. It works for everything, it fits somewhere in those things. That’s the core markets and if you think about back in the day, whoever was first in the core market, it was probably one dude that taught health and he was the weight loss guy and everyone gave him money because he was amazing. Then someone else was like, “Wait a minute, I know how to lose weight too, maybe I should jump into health.” And then he jumped in and this blue ocean of a market became this red, bloody ocean with tons of people. So then the evolution of markets started happening. So we got health, wealth and relationships and they evolved to a niche or submarket. Sorry, it’s been a while since I read my own book, to a submarket. So let’s say inside of wealth, it’s not just teaching you how to become wealthy, there’s these submarkets inside. There’s real estate that you can use to become wealthy. There is internet marketing to become wealthy, there’s stocks, all these submarkets within there. Initially whoever broke out in a submarket, blue ocean, all the money started happening. But then some other guy is like, “Well I know stocks too, maybe I should jump in and teach this stuff. Maybe I should create software that does this.” or whatever. So those red oceans, excuse me, those blue oceans start become bloody and red again, and it gets harder and harder with more competition. So that’s the market that you guys are in today. You can come in and jump in the red ocean, but the problem is you’re competing for people’s attention for the same kind of thing, it’s difficult. So the next phase of that is coming down to the third level, the niches. You develop, you create your own niche and I purposely don’t say don’t find your own niche, because if you’re finding your niche it means you’re jumping into a red ocean. But you’re developing, you’re creating your own niche within this ecosystem. One thing he said that was so cool, and I want to come back. He said, “You niche needs to come out of a red, bloody ocean. If you don’t know what your red ocean is that you are breaking out of, then you’re not doing it right. You didn’t pick the right thing.” So for example, let’s say it’s this example of the relationships…health, wealth and relationships. The relationships, shaving, because shaving is now this bloody thing right. There’s all these thousands of people selling shavers and stuff. You need to know, that’s the bloody market. You’re goal when you’re building your business is to look at that bloody, red market and you’re going to be actually throwing rocks at them, throwing stones at them. This is how you separate and become this unique different thing. You have to be able to see the submarket, the red, bloody ocean, and throw rocks at it. So if you’re in the shaving market and you’re looking like, man this is a bloody market. How do I create something new, a new niche, that gives me the ability to throw rocks at the red, bloody ocean? He talked about some examples, one is Dollar Beard Club. You shave? You’re a moron, real men don’t shave. Now they can throw rocks at the red bloody ocean that they are breaking off of. Think about this, I’ve seen this in the last year, with stocks. So there’s wealth and inside of wealth there’s the stock markets, and inside of stock now there’s this magic thing that’s becoming sexy and exciting called cryptos. People who have crypto offers have to go back to the red bloody ocean of stock, investing, things like that, and they have to throw rocks at the red ocean that everyone else is fighting in. You have to throw rocks at it and that is what separates you and creates your blue ocean. Now crypto has become bloody, so now it’s like if cryptos is a bloody red ocean, what’s the thing that I got that I can look back at the crypto red ocean and I can throw rocks at it. Everyone’s doing cryptos this way, this is wrong, this is bad, throwing rocks at it and boom that creates the separation for your new blue ocean. And I thought it was a really unique, I’d never thought about it in that way. You have to identify the red ocean that you are building, that you are coming off of to build your new opportunity. So you gotta find that and then you have to throw rocks at the red ocean and that’s how you create that separation that creates your blue ocean. And it’s just fascinating. So if you’ve got a business right now and I were to ask you, which one of the markets are you in? Health, wealth or relationships? You gotta tell me that, and from there what submarket are you in? I’m in internet marketing. I’m in stocks. I’m in real estate or whatever. You’ve figured out that. Now it’s like, okay now that you figured that out, what are you doing to throw rocks at that to make separation to create your blue ocean. You guys getting this? Is this making sense to you guys? If not, let’s do it again. It’s huge. Even for me it was a big light bulb in my head. So thank you to Steven for explaining it that way, again same framework, but looking through it through someone else’s lens is fascinating the different tips and ideas you get, again, because it’s not different. It’s still the three markets, submarkets, niche, but now it’s like, how you create that niche is coming back to the red ocean, identifying it, throwing rocks, creating the separation and boom that creates your actual blue ocean. It gives you all the things you need for your sales pitch, for you launching it and introducing your new opportunity, all those things come out of that magic. So I hope that helps. Like I said, it was super cool, I loved it. There was so much more gold that he was dropping in there, it was amazing. It was really cool to see someone else teach a lot of your principles through a different lens. So fascinating. I told him after, “I enjoy you teaching a lot better than I ever taught it. So that’s awesome.” Anyway, I hope that helps you guys. Figure out your three core markets, which on you’re in. Figure out your submarket, find that red, bloody submarket that money’s already in, that customers are already in. That’s the other thing, a lot of times people build these businesses and they launch and there’s no customers. Find a red, bloody market where there’s tons and tons of customers already there. The more competitive the better, and that’s where you create your separation of your thing. Because then it’s like you’re going back to those red, bloody oceans to get those customers to come to you. It’s like how I get traffic. You identify that red, bloody ocean where all that traffic’s at, and then you jump in front of there and throw rocks at the red ocean they’re currently swimming in, and they’re like, “Oh my gosh, he’s right.” Boom, that’s what brings them into your new opportunity, to your blue ocean. So cool, so amazing. Anyway, I hope that helps you guys, I’m going to go work today and get things prepped for Operation Underground Railroad, amazing stuff is happening. Appreciate you all. If you got anything from this please go to iTunes and leave a comment and/or share this with your friends, family members and other people who you think this would help. Thanks again you guys, appreciate you all and we’ll talk soon. Bye.

relationships health boom figure clickfunnels russell brunson marketing secrets operation underground railroad expert secrets funnel hacking live dotcom secrets throwing rocks red ocean dollar beard club fhat funnel hackathon

Video - Throwing Rocks At The Red Ocean

Play Episode Listen Later Jan 30, 2018 10:06

A cool new way to look at developing your new opportunity. On today's episode Russell talks about how he was able to look at his own principles through a different lens after he heard Steven teach them at the FHAT event. Here are some awesome things you will hear in this episode: Find out how Steven helped Russell see the market, submarket, and niche concept differently. Find out the difference between a red ocean market and a blue ocean market. And hear Russell discuss in detail what it means to throw rocks at the red ocean. So listen here to find out how to still be a part of the red, bloody ocean, while creating your own blue ocean.

throwing rocks red ocean fhat

The Weird Part Of Success You Probably Weren't Planning On

Play Episode Listen Later Jan 29, 2018 9:56

Something crazy happens to the people around you when you start having success. On this episode Russell talks about one of the big downsides to success that may catch you off guard. Here are some of the interesting things to listen for in today’s episode: Why the saying “Misery loves company” is true when it comes finding success. Why you need to prepare now for when you have success, because people relate to you more when you fail. And why you should be excited for other people when they achieve any kind of success. So listen here to find out how to attract successful people in your life, and why you shouldn’t be surprised when people aren’t happy for your success. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets Podcast. Today I want to talk to you about something that as you start having success is going to happen to you and it’s going to throw a lot of you guys off because it’s not something that makes a lot of sense. Alright everybody, welcome back. I’m pumped for today’s episode because part of me, partly it causes a little fire under me, and I realized I forgot that this happens, and I think it happens to a lot of people and it either keeps them from success or it keeps them…..the fear of it keeps them from success or worse, they have some success and it happens and then it causes downward spirals. Check it out, for those watching, there’s our field, all the snow’s melted. Going to start playing some more out there. Anyway, this is interesting. As you are growing up in life and you are surrounded and you start getting your network of friends and family and all sorts of stuff, what’s interesting is your friends and family, you like them a lot because they connect with you, they understand you, and the craziest thing happens. When people are miserable or they mess up or they have problems or whatever, people relate to them. It’s the weirdest thing. So if you’re sick, everyone relates to you. “Oh I’m so sorry you’re sick.” And if you’re like, “Oh I’m overweight.” They’re like, “Oh I’m so sorry you’re overweight.” Or “Oh I’m broke.” “Oh my boss sucks.” “Oh my job.” “Oh school.” When you’re miserable, everyone will instantly jump in and empathize, have empathy with you and it’s really, really nice. And we get connection from that and we build friendships and things like that are interesting. And it seems like the worse you are and the worse things that are happening to you, the more people give you love and connection, which is why a lot of people live in a zone where they just stay miserable, because the more miserable they are, the more love and connection they get, they have more significance they get, and a whole bunch of other weird things, even though it seems backwards. So something weird’s going to happen to all you guys. If you’re listening to this podcast it means you’re going to be successful. You’re going to go out there and start doing things differently and you’re going to be trying things and working…Holy cow, someone just almost hit me……You’re going to be trying things differently, be thinking differently and it’s going to be weird. And you’re going to have these friends around you and you’re going to be excited and telling these stories, and at first they’re going to be watching you fail, and they’re going to be there for your failures, they’re going to rally with you, they’re going to be there. And then something’s going to happen, you’re going to figure this game out, and you’re going to start having success, and the weirdest thing happens. You think that all your friends are going to come back to you and be like, “Oh man, you’re having success.” You assume they’re going to be happy for you, because they’ve been miserable for you, with you. But you assume, and all of us are the same way, we assume that because these people were miserable with us that they’re going to be happy with us. And the weirdest thing happens, when you have success all these people who you thought were your really close friends, who you thought were going to be grateful and excited and happy for your success, and you get it and guess what happens? They’re not happy for your success. It’s the weirdest thing. And it causes these weird emotional, mental things for us as entrepreneurs. We’re like, “I don’t get it, these are my best friends. Why aren’t they happy I’m having success.” And it’ll sabotage you. A lot of times you’ll slip back into you not being successful because you’re like, screw that, I want my friends to like me, I’m going to be miserable. And then you’ll mess up and they’ll be like, “Oh come here, we’re all friends again.” It’s the weirdest thing. I wanted to share that with you. I’ve had a couple of things, recently that are…there’s this guy I used to go to church with, and I didn’t really know him that well, I knew of him and it’s crazy. Apparently he messaged me on Linked in, this is like 7 or 8 years ago, when I first started to go to church there, and he messaged me on Linked in, and I didn’t, I had a Linked in account, but I hadn’t logged in, but I didn’t know about it. And somebody told me 4 or 5 years later that he was saying I was really rude or something. I’m like, “I’ve never even talked to him before. Find out why.” And apparently it was because I never responded to his Linked In message. So rule number one, don’t assume people are reading what you’re messaging them. Crazy. I went and logged in to Linked In and searched through 5 or 6 years of back message and I found it, and I was like, “Oh man.” So I messaged him, “Hey man, I’m sorry, I’m on Facebook. I don’t check Linked In. I apologize.” And he’s like, “No worries man, it’s all cool.” So I’m like, alright whatever. So then I end up moving, going to a different, in the Mormon church we call them wards, same church but different ward, different area, different group or congregation or whatever you want to call it. So I’m in this other congregation just doing my thing, and honestly, you guys know this because you’re here. I’m just doing my thing, I am obsessed with the art of what I do. So this is like me painting. Business and entrepreneurship is my art. So I’m doing it and I’m obsessed with the success of people going through it. In the last, we had a FHAT event last week, and in the three day FHAT event, we had 18 people get 2Comma Club awards. It’s crazy, we’re doing multiple 2 Comma Club, making multiple people millionaires in a day right now. That’s what I’m passionate about. And I’m so fired up for other people’s success. We’ve got 10 – 12 people who have passed 8 figures this year, it’s crazy. That’s what I’m excited about. So apparently one of my friends came up to me and he’s like, “Hey, you know so and so?” I’m like, “Yeah, how’s he doing?” “Um, he’s doing alright…” and he tells me about this conversation they had and I guess in this conversation he’s like, “I’m not impressed with Russell. I’m not impressed with anything he’s done.” I was like, “Well tell him next time you talk to him, my job, I’m not trying to impress him. I’m doing my art and trying to make people successful.” It just blew my mind, that guy, I don’t know him that well. But he should be happy for me. I’m helping other people, I’m helping tons of people have success. Why aren’t they happy? It’s the weirdest thing. There was a person, not my immediate family, but in my family, same kind of thing. I won’t tell too much of the story because who knows, maybe they listen, I doubt it, pretty sure they don’t. But apparently anytime someone talks about Clickfunnels in the family, this person will stand up and walk out. Because they are so frustrated and upset about whatever, I don’t even know. It doesn’t make sense to me. So I just want to warn you guys, as you start having success, a lot of people you love and care about around you, who you think should be excited for your success, they’re not going to be. And it’s going to be hard and you’ll be like, “What? I thought you guys loved me.” And yeah, they loved…I don’t know. I remember sitting at a Tony Robins event, UPW, and he was talking about this. When you have enough weight, they all love you, but as soon as you start losing weight and eating healthy, they instantly just turn on you. So I just want you guys to be prepared for that, be warned for it. Understand that it’s not their fault, they just love, I don’t know, there’s something about…they can relate to the unhappiness, they can relate to not having success. So it’s like, when you start succeeding and doing these things, it scares them to death, and they’re scared that you’re going to progress past them or scared you’re going to leave them or whatever those things are, and a lot of times it becomes a self fulfilling prophecy because they start not being happy for your success and when you fail, they’re secretly hoping you fail because they want you back to where they were at, so they can connect with you still. So don’t let that be a thing that keeps you back, because you’ve got a gift, you’ve got something that you’re amazing at. There’s something that you can do to change the world and if you succumb to that, you’re going to lose out on that and people’s lives won’t be changed because of that. There’s Mr. James P. Friell driving in behind me. Anyway, I just wanted to share that because I’m sure some of you guys have either hit that or you’re going to hit that, just be aware of it. Second side of that is, when people have success, be excited for them. Be that person that’s like, “Man, you lost weight, congratulations.” “Oh man, you’re making money, that’s awesome.” Be the person who’s excited. I’m genuinely pumped when people are successful. And it makes me laugh because I meet people all the time that are like, they talk about their successes, they’re not proud of it. They’re proud of it, but they’re afraid to talk about it because they know that people will come back and be like, “man, sounds like you got lucky.” Or “Good timing for you.” I’ve had people tell me before, I remember when I won my first state title, I had a friend who had started wrestling at the same time as me, but he quit. And he’s like, “Oh well if I would have kept wrestling, I’d be a state champ too.” I’m like, “No you wouldn’t. You quit. By definition you never would have…” When I’m successful in business people are like, I remember I was at some, where was I at? Somewhere, and someone asked me, so I told them this is what happened. They’re like, “Man, you got so lucky. I wish I could find something like that.” I’m like, are you kidding me? So lucky? You remember the last 15 years while you were goofing off working 9 to 5 and going to bed at night? I wasn’t. I wasn’t lucky. I freaking worked my face off. It’s just funny because people are afraid to talk about that. So when you meet somebody and they tell you something about themselves and it’s exciting, they’re probably going out on a limb there, and probably nervous and scared. Instead of being like, just be pumped for them. Be excited, tell them “Holy crap! That’s amazing.” And pump them up, because if you do that, you’ll attract more people like that. And it’s going to make everything easier for you and your life better. So there you go, I hope that helps. Look how foggy it is here in Boise today. It’s been foggy all weekend long, it’s kind of cool. Anyway, I’m going to end this, but I want you guys to know I’m proud of you, I’m pumped for you, I’m excited for you. The more success you have, the happier I am. All I care about is your success. Find people and surround yourself with people who are the same way and become that kind of a person. Peace, see you guys.

success business peace man planning holy mormon misery boise clickfunnels russell brunson james p tony robins upw comma club weird part fhat

Keep Publishing, Even When No One’s Listening

Play Episode Listen Later Jan 22, 2018 11:28

Two presentations that I gave, where I thought that no one was listening, that literally changed a few people’s world. On today’s episode Russell talks about being able to make a difference even when he thought something seemed like a waste of time. Here are some awesome things to listen for on this episode: Why Alex Hermosi heard Russell’s message, but didn’t do anything about if for a year. How well Alex has been able to do with his business despite having tiny goals. And why speaking to only 15 people at Affiliate Summit actually turned out to be a good thing. So listen here to find out why it’s important to keep putting your message out there, even if you think no one is listening. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. I got something cool to share with you today. Hey everyone, so first off, I want to share something that’s a little different than normal. We’ve been promoting Funnel Hacking Live, we’re getting close to selling out tickets so I thought it’d be fun to do Facebook Lives with all different speakers. So today I did two Facebook Lives, one was with Alex and Layla Harmosi, and then Myron Golden, who are amazing people. Then tonight I did one Kaelin Polin and also with Natalie Hodson. It’s just been really fun to talk to the speakers and get them excited, but what they’re talking about is getting everyone else excited as well. During one of the Facebook Lives today, we had a really cool thing come out of it. Alex Harmosi, some of you guys may know Alex because he spoke, this is his second Funnel Hacking Live he’s spoken at, he and his wife are going to be speaking at this one. But what’s interesting is at the end of it I was asking, “Why do you think people should come to Funnel Hacking Live?” and he was just like, he said, I think it was like 3 or 4 years ago he went to an event, it wasn’t my event, it was Traffic and Conversion actually, Ryan Deiss’ event. He was at the event and I was speaking at the event. He told me this story later, so I’m kind of filling in the back story. He didn’t talk about this but I’m filling in the back story for you guys so it makes sense. At this event, I had an hour to speak and they wouldn’t let me pitch anything, which is painful for me, as someone who loves to sell things, because I feel like selling is actually how we change people’s lives. So I get on stage and do my entire Funnel Hacks presentation and I get to where I transition to my close and I’m like, “Well, that’s all I got. See you guys.” And I had to end. What I didn’t know at the time was Alex was sitting out there in the audience. And Alex at the time had one or two gyms, he was doing alright but not loving it. He told me, “I was sitting in the audience and it was just like, I want to do that. Whatever he just talked about, I want to do that.” But I didn’t sell anything, so he couldn’t buy anything. So it ended. The event happened and he went back home. He said, I can’t remember exactly, 6 months, a year later or something like that, he was sitting there at a time when he was just not super excited with what he was doing and he was like, “That dude I heard speak at T and C, what was his name again? Russell Brunson.” And he didn’t know, he had never bought any of my products or services, he just Googled Russell Brunson coaching, or something like that. He was like, “Maybe I could hire him to be a coach or something, I don’t know.” So he Googled that and found my Inner Circle page, applied for Inner Circle, signed up for it. It’s funny, I had my very first call with him. And on my first call, he’s telling me he’s got these two or three gyms and Alex, if you talk to him, he’s super charismatic, dude’s done 5,000 one on one face to face sales in his lifetime. He’s just a great salesperson. But I’m doing this call with him. When people join the Inner Circle, I call it a decade in a day, so I try to cram a decade of my life into a day with them. And I want to shortcut their success, so I have an hour long call with them. So I’m doing this call and he tells me on the call, “you know my goal, if I can make 20 grand a month online, that would dramatically change my life.” And I kind of started, I feel bad, but I started laughing at him. And he’s like, “What?” and I’m like, “Dude, 20 grand a month?” Just hearing him talk I’m like, “You have so, you’re like, your skill is so high, you’re in a level two or three opportunity with a level ten skill. If we just shift some things….20 grand, we’ll try to do that tomorrow and let’s increase from there.” And it was fun because on today’s Facebook Live, he was talking about the business right now, they’re doing a million and a half recurring, off his business they launched 8 months ago. It’s crazy. They’re trying to hit the 8 figure club before Funnel Hacking Live. So that basically means, they made 10 million dollars in 7 ½ - 8 months and it’s interesting. So I share that because first off, it’s inspiring, second off, it’s always fun to tease Alex about his huge goals he had initially. But most importantly I want to share this for you guys. Because how many times do we go and do things, that on the outside don’t seem fruitful. Like I spoke at T and C, I spoke in front of these people, I shared my message, I didn’t get to sell anything, it ended and then it’s like, you leave and I don’t know if that helped. How many times do we do a Facebook Live and we get 30 people who see it? Or you do a YouTube video and you get like 120 people to watch it? You look at those things, sometimes we look at those stats and see other videos that get like a million views and things like that. And we see ours and we’re like, “Oh, only 120 people saw that. What a waste of time, I shouldn’t have been doing that. I should have been focusing on something else.” But what we don’t realize is that, that was 120 people that heard your message and who knows who those people are? One of them could have been the Alex Hermosi, who was sitting in the audience, heard your message, it resonated with him, he didn’t do anything. And then a year later, in a time when he’s probably not happy and not completely fulfilled, it’s like, “What was that dude again? What was his name?” and they start Googling and they find you. And then fast forward a little bit, they’re doing ten million dollars in sales. Think of that for your business, how many times do you do a Facebook Live and you feel bummed because you didn’t reach enough people? But those little numbers, 1 person, 2 people, 20, 50, 100, those are people. If I’m in my Inner Circle room right now, this holds I think about 75 seats, for those who are seeing the video version. 75 seats, that’s 75 people. When I do my Inner Circle, there’s 75 people, 75 people is a lot of people. And everyone in this room paid 25 grand to be there, it’s a lot of money. It’s little but it’s 75 people. And if I’m sharing my message in this group, I’m not depressed, “Oh, only 75 people heard it.” 75 people heard it, each of these people are going to go and transform the world with it because it’s so cool. So I don’t want you guys getting discouraged when you do a video or Facebook Live or a podcast, and only 100 people heard it. Realize that you’re planting seeds and you’re doing these things out there and you never know who’s going to hear it and resonate with it. And it might not be immediately, but Alex, a year later, because of something I said at an event, and I didn’t meet him, I didn’t bump into him. I just did my thing and I left, I didn’t know if it helped. And a year later it was the seed that we planted that got him to Google the name, make the phone call, get in the program, and not only make this money for him, but look how many people’s lives he’s affecting. So I just wanted to share that because for me it was one of those round robin things, where it came back to the beginning. It’s just like, that is cool. I’m so glad I went to T and C and I spoke and didn’t sell anything, didn’t make any money. It’s something that seemed like kind of a waste of time afterwards, I’m so glad I did it. Something similar happened last year, I went to Affiliate Summit. In fact, I did, I feel bad, I did a podcast talking about how their business model was the worst business model I’ve ever seen, and I still stand behind that. But I feel kind of bad about it, anyway, you can rewind that podcast and listen to it. But what’s interesting is I don’t usually go to speak at events unless there’s a minimum of a thousand people in the room, or else it’s just not worth the time. Next month we’re speaking at Grant Cardone’s event, which is supposed to have 8500 people at it. For me, just for my time, it’s tough. But Affiliate Summit was one of the first events I ever went to, so I was like, “I want to go and speak.” And I get to this event and they have guards at the door and the attendees have to pay extra to actually come into your room. So I’m doing my keynote speech in this room and there’s like 15 people. And I’m like, “Are you kidding me? I spent all this time and money.” Someone asked for one on one consulting today and I quoted them 250 grand a day. Because that’s what it would take for me to break away a day from my office to be able to do it. So I spent the travel time there, the time there, and the time back. If I was to bill that out we’re looking at half a million dollars or more to do that. And I’m sitting in a room with 15 people. I was just angry because I’m like, “Dude, are you serious? 15 people?” So I shared my message and then it got done. A bunch of people came and shook my hand and then I left, went out to eat with my team that was there, then I flew home annoyed that I wasted my time at this event. But what I didn’t realize was sitting at the event was someone who’s become a dear friend. Her name is Alison Prince. Alison was at this event and she’s like, and I didn’t know this until like 2 weeks later. She calls our office and she’s like, “I was at Affiliate Summit, I heard Russell speak, he was the only speaker onstage who wasn’t drunk. I was resonated with that, someone who doesn’t drink and because of that, I want to join the coaching program.” And this was literally 2 days before the very first FHAT event we ever did, and Derrick’s on the phone, like “okay.” And she has 3 multimillion dollar businesses, so she’s killing it but she wanted to learn this side of the business we do, funnels and stuff. So she signed up and jumped in her car and drove here and showed up the morning of the event. I knew everyone else who was coming because we invited Inner Circle members, and I was like, “I don’t know who you are.” And she’s like, “I just joined yesterday. I was at Affiliate Summit last week, you were the only speaker who wasn’t drunk so that’s why I’m here now.” I was like, “Whoa.” And then last night, I don’t have my phone here with me, dang it. Last night she messaged me, it’s been 8 months, no, 10 months, 10 ½ - 11 something like that. Yeah, it was February she came and now we’re in January. So it’s been 11 months and she messaged me yesterday, she said, “Guess what Russell?” I said, “What?” she said, “I just sold my thousandth course.” She sells this course for a thousand dollars, that means she made a million dollars. She said, “This is the fastest I’ve ever gone from 0 to a million dollars in any of my companies ever. I just joined the Two Comma Club.” She’s freaking out, and by the way Alison is speaking at Funnel Hacking Live. And I heard that and I’m just thinking, man, I’m so grateful I went to Affiliate Summit because if I wouldn’t have, Alison, one of those 15 people who was sitting in the room, wouldn’t have heard my message, she wouldn’t have come. I look at the lives she’s transformed now because of it. So I just want to share that with you. I don’t know where to go other than, keep doing what you’re doing even if it feels like it’s not making an impact at the time. 15 people saw that video, that presentation that I gave. 15 people saw it, but Alison saw it. And because of that, it’s transformed her life and it’s transformed a thousand of her customers’ lives now and it’s going to continue that, moving forward. She’s speaking at Funnel Hacking Live, so those of you guys who are coming, she’s going to have a chance to transform your life as well. Alex and Layla are going to be there, they’re going to transform your life. It’s just a really cool thing. So don’t get bummed out if nobody seems like they’re listening right now. It doesn’t matter. You’re sowing seeds, you’re doing what you love, you’re putting your message out there. Just keep doing it. Do it with faith, knowing if you plant enough seeds the right people will come back. Your sheep will hear your voice and they will come to you. That’s a scriptural, doctrinal principal, that Christ taught. It’s the same thing for you. Put your message out there and your sheep will hear your voice and they will come to you. And then you’ll have an impact on them, that you can have, and that’s what’s so exciting. So don’t stop, keep publishing, keep putting out there, even if it feels like no one’s listening, because you never know who is actually listening. So with that said, I’m going back in, we’re about to launch a funnel, I gotta go. I just thought the lights looked cool on the video and wanted to share that with you guys. So I appreciate you all, have an amazing day and we’ll talk to you guys soon. Bye. And yes, that is Batman, for those who are watching, in the background.

SFR 105: The American Morning Routine…

Play Episode Listen Later Jan 19, 2018 12:46

Check out what 97% of American’s are thinking about before they finish brushing their teeth… What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host Steve Larsen. Steve Larsen: How's it going everyone? I am sitting here with one of my best friends named Colton Woods. Colton, how're you doing? Colton Woods: Doing good. Steve Larsen: Awesome. Thanks for being on Sales Funnel Radio. Colton Woods: My pleasure. Steve Larsen: Just for real here, though, Colton and I actually ... We created my very first ever successful sales funnel in click funnels was with Colton and it's when...You guys know the story I talk about where when we hid up in the box office seats, we didn't have enough money for click funnels and we hid up there and we planned out the entire business and then during the trial periods since we already planned out the whole business, the whole funnel, all the things and pieces needed with it we clicked the go button on the trial and then during those two weeks we had to go build the whole thing, get customers, and have them pay for the subscription to click funnels before it even started, which is what happened. That was pretty crazy huh? Colton Woods: It was awesome. Steve Larsen: That was fun stuff, so anyway we are actually in Vegas right now and we've been pitching like crazy. It has been a whirlwind of a week I can't believe how fast paced it's been. Got here on Sunday...I just wanted to drop by kind of what's been going on but then also one of my biggest takeaways from this whole week so far. So on Sunday I got here, and I got here Sunday evening, which was when I...I think I talked to you guys last time, I'm doing this off my phone, I don't have all my podcasting equip and that stuff but hopefully that's okay. So Sunday got here, Monday we did a...So I kind of partnered with James Smiley if you guys remember him from the B2B episode where we went through the actual B2B funnels and now he's been using them and crushing them for like five and six figure deals with funnels and things like that. So anyways he and I decided to do a Master Mind together here in Vegas so I flew out here and then on Monday though...The Master Mind was on Tuesday, on Monday though we did a four hour one on one session with a private client, which was a lot of fun, we went deep, deep, deep into their business, the different things and we...It was really fun because we identified really quickly what the major levers were in their business that they were not successfully actually taking advantage of, you know what I mean? The different levers like hey look if you just turn these two points, it looks like that's the only thing you need to worry about and guys that's kind of the fun part about this whole game when you get there. I tell you guys often, I remember very clearly I was riding my bike home, it's Rexburg, Idaho if you've never been there, there's pretty much this constant flow of tumbleweeds year round it's extremely windy, and freezing and I'm glad I'm not there anymore. But as I was riding my bike home from classes one day right, and this thought hit me, how come no one's paying me money? And I just had the sudden realizations like well because you're literally asking for money, literally nowhere, no one can even give you money anyway Steven, what are you mad about? And I realized that I was studying marketing, and I was studying all these things, but I didn't have a business to even apply these things to, and I know some of you might be in that position. Don't get so enamored with the cool marketing tips and tricks and the cutting edge stuff but not even have a business to apply it to. You know what I mean? That's kind of a backwards thing obviously, so anyway I'd start actually building the business if you're in that space first of all and if you are I mean awesome, awesome, but what we do and what we did is just identify, if you were to number one, walk away from your business would it stand on its own? If you can answer that question like, "Yep, it's standing on its own." Awesome, for how long? Cool so you could walk away for long? That kind of gives you an idea of how free you actually are, and start figuring out ways to replace yourself in the actual company. But then the other thing I would do is start sitting back and start realizing what are the two or three levers? Really there's only like one or two, honestly, big levers that if I was just to go focus on just this one thing it would increase the cash in my business exponentially. So that's what we did with this guy on Monday, and he's the man, he actually came to a FHAT event, a Fun Hack-a-Thon event several months ago so it was fun to see him again but we went and we identified...It became very clear as he was speaking what that one lever actually was, and that was one of the most interesting parts and pieces about the whole thing is that it's his business guys but we had to go help him identify what that was. The one lever, the one thing that you should go focus on that really will turn up the cash in your business and help you walk away right? A lot of the times it needs to be pointed out to you, it's not something that you can just like, you know...Usually not always, you're usually so close to the actual product that you just have no idea what to do next, you know what I mean? So anyway, that's what we did on Monday, it was really fun, super deep dive, have a feeling you know we'll keep seeing him and anyway awesome stuff. So Tuesday right, so anyway...Monday night, go back, I have bronchitis, I was like super sick, Colton shows up which was awesome, super fun and the very next day Tuesday is the master mind and we decided to pitch something. So I wrote an entire webinar script from scratch, top to bottom Monday night. So we slept four hours in true funnel hiker fashion, because we were up so late getting this thing done, do the whole thing at launch today we're basically teaching for eight straight hours on stage, it's a small group so I don't know if stage is the correct term for it, it's not like there's a stage, front of the room? It was a small group, but I was dead, oh my gosh we got to the end...Got to the hotel and just crashed, both looked at each other and were like "We don't even want to do anything else." Wednesday though, was the exact same thing so we wrote and entire new script Wednesday morning and started at like eight o'clock, and pitched it at like three o'clock brand new to room... There's only like 30 people in the room, I thought there was going to be honestly I thought there was going to be like 60 or 70 people in the room, there was not, there was maybe 30 people. Really it was like I don't know, twenty-ish that actually got to the actual thing, I was like "Dang it." Man that was solid days work to only pitch 20 people. Anyway, the point is with the whole thing guys if you just hustle and you just set the date, you will find a way to get it done because you have no other option. Just like set the date, be public about it and then you will figure it out, and you'll figure it out well enough of course will it be perfect? No, but all the little things that are in there that, if you get 80% of it right, okay? And people will obsess and they won't actually get started because they think they need to be 100% right, and that's not how it works, just do the 8... It's so 80/20 principal for getting crap done gauge is do the 80% that matters, leave the other 20% who cares? Call it character flaws and use it towards your attractive character's advantage. Okay publish about it, okay? Just get crap done, anyway so we're about to jump on an interview in five minutes. The hotel internet was terrible so we found this cool little satellite place with a little business center with awesome internet, we're about to jump on. I thought I'd just tell you guys what's been going on this week and I wanted to tell you one of the biggest take aways with this whole thing. It's been interesting, I usually am not like this massive networking dude you know? I'm pretty reserved, I kind of...I'm not an introvert but I am so freaking obsessed with working it's kind of an issue, and so sometimes I don't want to go out or meet people or anything. But it's been fun to meet all these people, I got to talk with Seth Green, which was a lot of fun got an invite from him to be on his show and a lot of other people...Anyway it's been a lot of fun guys, lot of different cool interactions, hopefully I'm okay to name drop certain things like that but anyway, it's been fun to go meet these people be hanging around them and I'm trying to do what I invite you guys all to do, which is to continue to reach two levels up, you know what I mean? If you can think through and think, "Okay, my sphere of influence is this amount." And you won't be brand new, and you're like "Okay, that's fine." This is the same way I launched Sales Funnel Radio. On purpose, this was a purposeful thing when I actually started this show, okay and I thought "Okay, this little tiny line represents my sphere of influence." Alright now "Look, that guy over there, he has a little bit more influence than I do, he's got a bigger list, he's got people who follow him, he's got more influence." Okay, and then "Look at that guy, he's got, whoa look at how much more influence he has." And it's like these increasing tiers of influence, and all I did if you go think through it is I thought where I was at the time and I reached two layers of influence up. That's all I did, and I interviewed them and got them on the show. And then when it felt like I got to a different level, I reached two layers up again. Now I'm reaching higher, two layers up again and I invited them to get on the show and invited them to get on the show and this is exactly how... Guys this podcast is going to scream past 100,000 downloads very soon here, and I wanted to do something cool for it soon, I don't know what it is but just do that, okay? So I'm excited because a lot of these connections...That's why I'm telling you this, a lot of these connections we made this week was...I think it's kind of cool because it made me realize also we're still doing that, and we reached two levels up and we did, two levels up, two levels up, and it's not like out of this huge desire to be like "Oh my gosh, I got to be the best, I got to be in front of tons of people, it's all me, me, me." No, but I do want to get my message out to as many people as I can right? And so I need to increase my level of influence, how many people know who you are, right? It's not so much who you know, it's who knows you, you know what I mean? You've heard that term? That's so true, so just reach two levels up, two tiers up. So anyways as we were doing this as we were going through it's been fun to be able to do that and see that, that's what's been going on around us. I just wanted to give you one cool take away also that James Smiley dropped in the middle of the Master Mind and then we got to head out here because there's an interview starting here shortly, it's kind of cool he stood up and he told us a stat. It was a very fascinating stat, and see if it works for you because it was like 97% of Americans do this right now. He said it was a stat he said that, he said that 97% of Americans think about something that they want to buy as part of their morning routine. Isn't that interesting? Are you on their list? That's crazy, 97% of Americans think about something that they want to buy pretty much before they're done brushing their teeth. It literally is part of their morning routine, something that they wish they were buying or something they wish they had. People are buying more than they ever have, people are buying like crazy, it's not a secret and just think through are you constantly in front of them? Are you...Just like I was thinking through on my bike while I was riding home, I was like "Man, I'm not asking for money literally anywhere, from anybody." Think through where you're doing that and start being more craft-fool on where you put those messages in and are you a part of...Are you standing...Because there's an onslaught of buyers you know like "Stephen I'm not making the cash I want to." Are you actually asking for cash? Go through and start asking what those things are and those pieces are and stay in front of people. So anyways, we got to head out here but I just wanted to drop a few little things with what's been going on. It's been a fun, fast, furious week and then instead of doing the webinar on Thursday this week I'm doing it on Saturday and we're driving tons of ads to that and we're finding where all the buyers are, it's been fun guys. There's a lot going on right now and really try to hit the ground running after leaving Click Funnels and it's been working. This is only week three, it feels like it's been several months where I have been hauling so fast and it's been a ton of fun. Anyways guys, talk to you later, go crush it. 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.

american man las vegas americans idaho b2b guys mastermind morning routines dang larsen brunson thon clickfunnels seth green rexburg steve larsen american morning james smiley sales funnel radio fhat steve larsen just

SFR 102: Phase 2 Of My Launch…

Play Episode Listen Later Jan 9, 2018 22:05

Lots going on right now. Here’s what I’m focused on for my current Product launch... Hey hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, heres your host, Steve Larsen. You guys, I hope the day is going great. It's an early morning here for me. My perfect day gets me up at about 4:00, and then I lift in the morning, and I go get ready and everything, and then I'm either podcasting or something here kind of early in the morning. That's kind of been my routine for the last little bit here and it's been nice, I've actually really enjoyed it. What's funny about this morning though is I love dead lifting, that's my favorite lift, and I was pushing myself. There were man yells, I was like and I didn't realize it but my wife had gotten up also and she thought I was hurt. She was laying on the couch and she had heard me yelling in the garage. I was getting my swol patrol on baby. I hope everyone's doing great though. I just wanted to kind of account and report for what happened last week. It was a special week, it was an awesome week. I have been waiting for the last week to happen for years. It was my first week by myself, solopreneur, which is not true, I have a team and people and I've got my own little posse now which is awesome. Self-employed though for sure, that was the first week and it was crazy, it was total whirlwind. I started putting together a webinar and I went and I sold on Thursday, a week ago last Monday. I woke up and none of the slides were done, the funnel was barely even started, none of the pages were done, I don't even know if there were lists created for this thing. In fact I had to go catch up and edit a whole bunch of stuff. I pretty much started from pure scratch, and I know I talked about this a little before but I'm just super pumped about it. By Thursday I had created the slides, which I finished two minutes before the webinar. Ran downstairs, grabbed some water with the bathroom, ran back upstairs to my home office here, my home office here, tossed my computer on my stand, and did the webinar. On the webinar we did 21 sales, and then another 16 sales in the followup sequence, which was awesome. That was the first round, round one which was great, super exciting. Obviously now is the time for the so what? What do you do next? That was obviously to a hot list, so I was thinking on going to promote again new hot list, but this week I'm actually turning on ads. I'm getting those things started, and creating the hooks for that, and putting those things together, filming like crazy for the actual course, and it's an intense week again, a lot of stuff happening. I'm so excited, and it was a lot of fun, and it was super, super encouraging to have that all happen. It's just nuts, again I'm not bragging or anything, I'm just pumped, I'm excited for what happened, and all those pieces that got put in place. That was well over a third of my yearly salary in three days, just nuts. I remember four years ago my goal, you guys know how at the beginning of every year I go and set a goal. Four years ago my goal was to make $1,000 a month, and I was 37 and the single ... All I'm trying to say is it works, the stuff works. It's fun to actually be running on my own. It hurts a little bit still. I love, love working at Click Funnels, love the environment there. It's weird to be sitting in my home office by myself, which is technically a bedroom, and it's big but it's a lot of fun, but it's a little bit weird. I am a huge, huge advocate though of different kinds of traffic. What I wanted to go through real quick is walk through what I've been doing the last four months and I know the reason that it opened up with such a big bang. There's two reasons, and the first reason was because I have been ... I know I've kind of talked a little bit about this earlier, but it sets the stage for something else. I've been treating this a little bit like Tim Ferriss book The 4-Hour Work Week. He released his book very, very slowly over the course of a year, and that's how he put his book out there. He tested stuff slowly here and there, and here and there. That's exactly what I did for the last year and a half, two years almost. I created a whole second podcast about it with the pure purpose of documenting the journey of me creating the thing. I mean if you haven't started anything you're in this beautiful position guys. If you're like, "I don't have the product yet." You're in an amazing spot. I almost envy the people who don't have anything started yet because of the cool position that you're in. If you can document the journey of you creating the thing, man you've got tons and tons and tons of content to go put out there. I put 50 episodes out of this other show, 50 episodes before things ever launched. Just documenting the journey of the creation. "Hey, today I did this. Hey, today I did that." People were falling in love with the thing I was about to sell them before I was ever selling it to them. Does that make sense? I was selling them without them knowing that I was selling it. It's funny, between the two different audiences, I've never really sold that much stuff here on this show, but they were expecting a sale. It's a much, much smaller audience than this audience here. It's just fascinating for me to watch the differences between the two of them and anyway, this show gets 300 to 500 downloads a dayish, somewhere around there. The other one only gets one to maybe 150, 200 ish a day, which is still not a bad size. It's interesting to see the split between the audiences, the way I launched each one of them, the attitudes and the differences between the two. It's been fascinating to watch back and forth on that. Pretty fascinating stuff. I am a huge fan of paid advertising. I used to think that just by ... There was a time I was getting all these sales but I wasn't spending actually any money on anything, and I thought that was a win. That was extremely juvenile of me to believe that. Instead I should want to spend as much as I can on ads and just destroy everybody else who can't pay to actually acquire a customer, that's the way to true domination with this is paid advertising. I'm turning on, so Steven what are you doing next? This is what I'm doing next. I've done the first weeks webinar and now this week I'm doing the same thing again, but I'm turning ads on and I'm starting to get another Dream 100 package out the door. That's what I've been doing. I started that about four months ago, and I started shipping a ton, and a ton, and a ton of stuff to just Dream 100 people. If you have no idea what I'm talking about you should definitely go read DotCom Secrets and Expert Secrets, I believe it's in both books. It's one of the only thing that's in both books. The other one has the attractive character principle. Excuse me, so what I did is I just did a free training on this a little bit for almost three straight hours. I mean I'm not going to obviously go through this whole thing right now, but just as a quick recap over the top level ... The other guys got three hours that let's me go into a lot of detail of how I did everything and I actually peeled back all of my campaigns and all the things I've been doing because I've had authors, huge people that you all know. Say yes to promoting my new course. Say yes to promoting the thing that's out there. I started that four months ago, and so what I did is last Friday I was like I want to go through and actually show everyone how I did these things. It's almost three straight hours of teaching how I actually pulled off the campaigns with this thing. What I did, step number one, was I went and I actually hired two VAs, and these VAs, they're like data scientists kind of, and I had them go through and I said, "Give me the top influencers in this industry. Give me the top influencers, I want to know who they are." I said, "I want to know who they are, I want to know obviously their name, phone number, email, their business address, if they're selling any products online, I want to know the size of their Facebook following, I want to know the size of all their social media followings, I want to know do they have any big dominant website out there?" It was this deep dive and they gave me way more than 100 people, way more than 100. From those 100, from that list, I went through and I whittled down 100 people that I thought would be really, really cool to reach out to. Basically what I did is I went through and I said, "Look, let me find out a little bit about each one of these people so it's not like I'm sending the same thing to everybody." I went through and I figured out those things, and then I created these lumpy packages, super lumpy, really bright, fluorescent colored wrapping packages. They stood out like a sore thumb. The first thing I shipped out was this little plastic microphone, and I know it was kind of junky but it was to keep it lumpy, and it was to help me, first of all, vet out to make sure that I actually had got the right addressed from all those people. I went through and I shipped out that first batch and there was 30 that returned back, which was kind of sad but foreseeing that this might be the case, what I did is as I was dropping the Dream 100 packages into the mail, I took a picture of each individual package in a way where in the picture you could see all the other packages laying around. They're like, "Holy crap, look at all these packages, these packages are all over the place." They knew they weren't the only one getting this. I started mailing big, big influencers a whole bunch of packages all over the place. Those pictures that I took, just on my phone, I went back and I went onto Facebook Messenger and I sent them the picture... I said, "Hey, just saying thanks. This is on the way to you." That was it, I'm not asking anything, I'm not asking for anything, I'm just letting them know I even exist. The letter that I wrote was awesome. I went into super detail with that with everyone, for three hours, it was kind of an impromptu training, I emailed out about it. We had about 40 ish people on I think, which is great. It was impromptu, I sent it the same day that I was doing it, and for those of you guys who jumped on real fast you guys got the full scoop of this. It was kind of cool because I was thinking through ... Here's what I really did is four months ago I started thinking through okay, Russell is busy and it's hard for him to give attention to each individual thing that comes through the door. I was thinking how do I open the floodgates a little? I mean if I was to email somebody like another Russell in another industry, I do not expect that person to even get it. It's hard to get ahold of me, I know that, and I'm not nearly on the level of someone like Russell. It's challenging to get ahold of me, so it's way harder to get ahold of somebody like a Russell or a big influencer or somebody like that so that they can actually see who you are or even the fact that you exist. I don't send emails and I know that some people defer like that and that's fine but I don't. I want to send them something that's kind of shaking right off the bat, that's kind of jarring, it's a pattern interrupt. What I thought was I got to sell this big influencer on me with the same tenacity that I sell my customers on my product. I need to sell this Dream 100 person on me. What I did was I actually wrote a webinar script for the Dream 100 group. They didn't know that's what it was, but all I did is instead of tell it all in one shot, I flipped it on it's side so that package number one was origin story, package number two was the story of secret number one, package number three was the story from secret number two, and so on and so forth. Does that make sense? It's origin story, that's the first package. I wrote out in a letter and told that story with something that was lumpy in there that I could tie into that was slightly cheesy but then also showed them that this wasn't a generic message. It worked, it worked, and I had people right off the bat reply to me. Not a ton, these are big influencers, but I had two or three reply back and that's great, that's great, that's a success with huge influencers like that. I know that if they just name drop me just a little bit it gets my stuff all over the place. They get affiliate commissions on something that's converting well and I get to put my stuff out to their list. The next package I put out was just the story of secret number two from the webinar. The next one is secret number ... I'm sorry secret number one, then secret number two, secret number three, and then finally on the fifth package which is going to go out here in a little while. I paused it for a little bit for a specific reason, just talked about that on the free training I did on Friday. I paused it for a specific reason I won't dive into here. Everything's going great though, I paused it for other stuff, external things. That's more of how I've been doing the Dream 100 stuff. What's cool is that guys, the perfect webinar script is designed to break and rebuild belief patterns for your customers about your product and you. I was like, I got to do the same thing to these big guys right? I don't know most the people who reach out to me and that makes me sad, I wish I did, but how do I quickly vet through the people that I want to work with? How do I do that? I'm not nearly on the level of the people that I'm reaching out to and I'm going out and I'm saying, "Hey, I know you have no idea who I am. Why don't you come promote my thing." It's like come on, that's from left field, it's almost offensive to come right off the bat and just start asking for the sale like that. That's like dating somebody and asking for marriage the same date, very first date, first date. That make sense? That's what I've been doing though. Package one, two, three, four, and then package five is me asking for the "sale", which is basically me talking about the affiliate program, it's talking about other people I've been promoting with and for and things like that, and it's been cool to do it that way. By package two suddenly people, and it was a super cool thing, people were actually writing letters back. Big guys writing letters back saying, "Hey yes, oh my gosh this is so freaking cool, awesome, this is awesome." Then package number three someone it was something that you could wear. These guys, these huge guys were putting the thing on, taking pictures of themselves and sending it back to me because I kept sending back the pictures over social media. What was cool about that is that some of those addresses on the original package group that I sent out were not correct, but what it let me do is the people who were still interested, I gave them anticipation, and then they turned around and said, "That address isn't right", or whatever. Suddenly I got the right address and was able to re-ship stuff out to them. Does that make sense? It's huge to do it that way, super awesome. They're like, "Wait a second, what is this? What is this?" You know that it's been proven that if you're going to go on a vacation, the level of anticipation for the vacation can be equal to if not more, being more excitement, and more adventure, and more awesome feelings as the same amount you'll get on the vacation itself. The level of anticipation and the feeling you get can be equal to if not more than what you'll actually feel on the vacation itself. It's like taking two vacations guys. If you can set anticipation up correctly, set it up in the right way, it's one of the nine mental triggers from the book Launch from Jeff Walker. Another one is Reciprocity, so I'm sending them all this stuff. I'm not asking a thing from them for a while, for packages and packages and packages. It's not expensive, these things are only $8 to $12 maybe per package, there's 100 of them on there, and guys it's amazing what that does. I was teaching a FHAT event once, funnel hackathon event, it was day three and I invited the man Dave Woodward, I look up to him like crazy, another mentor of mine almost. I really look up to him a lot. He came in and he runs the affiliate and Dream 100 stuff at Click Funnels. We interviewed him and people talked with him on stage there. He went through and he started showing some of the packages of what promoted the launch of expert secrets. He went through and started talking about that. People asked, "Hey how much are these packages that you guys are sending out?" Dave's like, "Hey about $25, but they're each bringing in an average of thousands and thousands of dollars." People are like what? That's kind of what I want to get across is if you guys aren't actually actively creating relationships with people, you can't build the product, have it be done, and then start working on Dream 100 stuff. It's not that you can't, so let's say you did do that, but man it is so much more effective to actually go out and have a group of people wanting to promote your thing or at least knowing who you are at the time of the launch. That's the benefit of where I am right now with my own thing. Last week I sold to a hot audience. I'll do it again this week, but we're going to turn on ads but I don't like to actually just depend on ads, I want to make sure that I'm going through and going where the communities are that already exist. Where are the other people who could benefit from the thing that I'm selling also, who owns those lists? Let's go through and promote with them. Does that make sense? Massive, massive, massive, huge guys, massive stuff like that because you could spend a ton of time creating the river or just go find the places where there already is a river. You go find the place. Instead of just digging around all over the place, in random places, or maybe there was a river there, you're going back and you're saying where do the rivers actually exist? Chances are someone owns the river. Well how do I get in? How do I get buddy, buddy with that person? Mark Zuckerberg owns this massive river called Facebook. In order to get in good with Mark he just asks for a little fee for ads. Man, there's other rivers, there's other places, there's other places that have ... It takes a lot of time, money, and energy to actually create an audience, to create a river. Whenever I see somebody who just does ads alone and not Dream 100 stuff I'm like man, it's not that that's wrong, it's that there are these places that already exist that are probably prime for what you're doing. Don't just lean on ads alone. You go and you actually create relationships and start leveraging what's already out there. That was 20 minutes of dump. I hope that that's okay. There wasn't much of a story with that, it was more tactile, but hopefully it clears up some of the issues of I see people doing Dream 100 stuff or not, or they get confused with it. I don't totally know why people don't actually go do it. It's one of the most beneficial things, beneficial activities, massive, massive output for the amount of time you actually put in. I hope that everyone takes it seriously and actually does it because it's a big, big deal, it's a huge deal of what it does for the business, what it does for your credibility. When somebody's who's on a higher influence level than you are reaches down and says, "Yes, that's great," and drops it on out, not only does it validate you to your people, it validates you to all these other influencers. Now you can go to them say, "Hey look, I did this webinar, I did this JV." Whatever you did, with this guy, and this guy, and this guy, and they're like wow. Well that guy over there wasn't dumb so you must have something to toss them and then it starts opening the door for all these other people. I'm about to drop the next package here and I'm excited for what it is. I think it's going to rock some boats a little bit, which I'm excited about, it's meant to. Anyway, great stuff. Please take that more seriously if you haven't and start thinking through where the traffic streams currently exist so you're not have to feel like you're creating one from scratch, that takes forever. All right guys, I will 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 pre-billed sales funnel today.

48: WHY My MLM Auto-Systems Work...

Secret MLM Hacks Radio

Play Episode Listen Later Jan 1, 2018 18:05

Hey, I hope you guys are doing great. I've got somewhat of a fast episode for you today, but this is a powerful lesson. Look, I used to do door to door sales, and a lot of you guys know that. That I was a door to door sales guy, and I wasn't bad at it, and I was a telemarketer as well. I chose to do those things on purpose because I wanted to be able to go through experiences that would teach me how to sale in high pressure environments. I wanted to learn how to sale in environments that ... Frankly, I wanted to get uncomfortable. Which was a weird thing for me to realize that I needed to go do, but in order for me to grow and get out of my shell I had to do that. So I went and I started doing door to door sales. I started going, and I wasn't bad at it, like I said. In fact, I was the number two first year salesmen for like half the summer. Then there was this experience I had that completely ruined me. One day I was driving out to the area, and I was with a bunch of other guys. We were in my buddy's it was either a truck or SUV, I can't remember what kind of car. We were driving out and there was all these billboards on the highway. If I've told this story before just kind of bear with me. There's an aspect to this that I think you should hear. We were driving out, and all these billboards on the side of the highway. Then suddenly I had the thought hit me, hard. This was my exact thought. Isn't it interesting that I am driving out to convince people to spend money, who woke up and were not planning to spend money today versus people who call these billboards off the highway are trying to get information on how to buy. I was like that's interesting. That's very, very interesting. You guys ever heard the term, prospecting pushes while marketing pulls? I was basically prospecting. Door to door wise I was prospecting. I was going door to door prospecting this thing, and that's the reason I don't like to go to the mall. I'm not telling you not to do that. I'm not telling you to not sale ways that you've proven to go do it. If you're a master at home parties awesome. I'm not, and I don't want to learn to be. That's part of the reason why though. Is because, prospecting pushes and marketing pulls. Right? I want to be able to market and kind of pull people along who are already in motion. What I did though is a kind of actual door to door thing. What I did though is I remember I was kind of ruined the rest of the summer. I went back home after the summer, actually before I went home I started placing all these ads all over the internet. I started placing these ads out, and I started saying things like hey here's our ... I basically put our pitch, the same pitch that I was giving the people on the doors I put in ads on free classified sites on the internet. I didn't realize that I actually was breaking some laws by doing that, but I was just taking action. I had to take them down after a while, but what was crazy is my phone started blowing up, and I was getting phone sales like a beast. More sales than I typically was averaging in a single day were just coming to me. My boss was like, "How are you doing that?" I was like, "Dude, I literally just placed these ads out on the internet. Oh my gosh this is crazy." I was ruined though. I was ruined. I had to take them down, and I couldn't stop, but there was this opened fleet window of just all these sales coming, and these sales coming. I was like, "Oh my gosh. What is this?" It ruined me, because I kept walking around thinking I know that I could sale today, but how did that happen? How can I replicate that? Was that just a fluke? I mean, it happened so quick, and there was all these people, and I got tons. It was like holy crap. So I was ruined the rest of the summer because I was like there's a different way to do this. How do I do this? You can use the internet for this kind of stuff? I was so new, I was so green. This was four and a half years ago. When I first really started to learn about funnels, sales funnels, and the internet, and things like that. Anyway, I've never forgotten that. I went on to go learn how to place different ads in different places, and how to communicate to a bunch of people at once rather than just one on one. Fast forward a little bit. So Russell Brunson and I run an event currently right now called the FHAT event, Funnel Hackathon. Okay? For three straight days we basically help someone set up the funnel, and business, and structure, and sales message, and offer to get them from zero to seven figures. That's the whole event, and it's kind of high ticket, and it's a ton of fun. It's three days long. We really don't let people sleep much, and it's awesome. We had this realization though. We were prepping for one of these, and he gets onstage and teaches a while, I get onstage and teach a while, we'll get on together we teach a while. That's how it happened in the last one anyway. Then he leaves, and then I pretty much take the full second day almost, and then almost the full third day. It's a lot of fun. We go from 9:00 AM to midnight. It's a long day. It's a long day to be on stage, long day to be on, long day to be turned on and be in on mode, presenting mode the whole time. I really like it. We were planning for one of these events, and we had done it many times, but we were just refining. We were making things better. We had this epiphany. We had this realization while we were preparing that one of the major reasons why we were being so successful with this stuff was because, what we had learned how to do was instead of selling one to one ... This is super key you guys. Oh my gosh, what I'm about to say here can change your entire MLM for good. This is the reason why ... I know why I'm being successful with this. I know why my funnels work. I know exactly ... It's not an accident. I know exactly what is pulling people to me, and I know exactly why I'm able to still breath. I know exactly why I'm still able to live, have time, do things that I'd like to. I know why. I know exactly why they convert, and why, why it's being successful. Which is worth way more than being successful by accident. Here's why. It had to do with this realization, I don't know how many months ago this was it was a while ago though, we were preparing for one of these events and we had this realization that the reason we were being so successful was because we had learned how to sale one to many, instead of one to one. That's the reason I don't like to go do hotel meetings, it's the reason I don't like to do talk to people at the mall moves, or talk to people ... I'm not good at those things. They stress me out. I'm actually not that amazing person to person. I'm fine onstage. It's funny enough, I actually am more relaxed on stage then sometimes one on one. It's not that I don't want to meet people, or that I don't like interviewing people, I do. I love that stuff, it's awesome, but for some reason face to face I don't know what it is, it's my personality. I'm not shy, but I'm more comfortable on stage in front of a ton people than just one on one. Which is interesting, because selling one to many is the whole thing that I teach people how to do at that event. The type of presentation that allows the entrepreneur to do that. All I've done, all I do with my actual down line is I teach them how to sale one to many. How to pitch one to many, how to be prospecting, how to be marketing one to many. Instead of one to one, instead of thinking through the two or three people that you could get into your down lines. Do you know the average person only pulls in like, I heard the stat was like 2.3 people in their whole MLM career ever? Holy smokes. Guys I pulled like 20 people in in my first week. Why ... And I'm not bragging. I am not bragging. I'm just trying to prove to you that what I'm talking about works. Then they all went out and they recruited people. I have no idea how many people are actually in my down line, it's a lot already though. Which is awesome. It's just so cool. Why? One to many. So you got to start thinking through yourself like ... Here's one of the easiest ways to start thinking through a one to many presentation. You've got to include some automation behind it. I'm not telling you to become a tech guru, or tech whiz. Will it help? Sure, because everything is technology now, but you don't need to be. The first time that I ever put a one to many style pitch out there, I didn't realize I was doing it. I stumbled on it. There was a course that I was putting online, and at first I was making people buy it, but I thought like how interesting if I just made this thing for free. What I did is I took these videos ... And I know that some of you guys are from those early days and you've been following me that whole time, and I appreciate it, and that's awesome. What I did though is instead of making them locked, I actually just made them available to everybody. Funny enough, weirdly enough I was testing a few concepts at the time without actually being in MLM at the time. I had left my first one. You could say I was between MLMs, but I was testing some concepts. This was probably three years ago. Yeah, three and a halfish, three years ago, somewhere around there. Anyway, I released them, and I put them out there. What was funny is at first no one saw them, because they were still like a paid thing. I think. It was so long ago, and I've built so many funnels and pages, and lived on the internet so long that I'm trying to get the story straight. Regardless of timeline, all I did is I put these things, I made them public on YouTube instead of hiding them, instead of making them unlisted. What was interesting is how many people on a steady stream started reaching out to me asking to join my down line. I was like fascinating. Oh my gosh it's working. All these people started jumping in, and I ended up joining one. So I guess this is my third one. Interesting. I didn't do anything in that second one. I joined it out of frustration, because so many people were asking me to ... I won't say the name of it, but I joined it out of frustration simply because, my boss was in it, and there were so many people who were asking to be a part of what I was doing. I just needed a place to go, but I got out of it because my heart wasn't in it. Which I do believe does matter to a degree, so I got out of it. Anyway though. That's all I'm trying to say though. Is guys think through the pitch. Think through, what is the stuff that you say to every single person? I know you say the same thing to every single person, which you should, which is great. That's the script. Stick to the script. Understand you deviate very, very slightly if you need to, but how do you make progress if you can't measure it. How can you measure it if it's different every time? It should be the same. You know what I mean? What I did, and what I'm doing right now just so you guys know, is I am furthering my one to many pitch. My one to many pitch. So what I do is when someone wants to join my down line they go through an application process at joinmydownline.com. Which I did a whole episode about that, if you want to hear about it. How I do it, why I did it. Please don't go apply unless you're serious about it. It is an actual live thing. Which it's crazy guys. Get anywhere from one to two people applying a day almost, which is awesome. With no ad spend, nothing else. That's crazy. It's grown all over the place. Again, this is not me beating my chest guys. I just want you to know that gosh it freaking works. You should do it. No one teaches this in MLM. That's the thing that frustrated me so bad. That's why I decided to come back to the industry. I was like are you kidding me? No one told me about this stuff the first time I was going to that first one. Are you kidding? So what I've did, and what I'm doing is I'm creating a one to many pitch. So after somebody applies to join my down line, I'm creating a one to many pitch. Meaning I recorded all of the ones of me doing it live over, and over, and over, and over again, so I know what all the common questions are. I know what the biggest questions are. I know what the biggest concerns are, and I know ... There's an episode I talked about getting fuel for my auto closing script. I think like two or three episodes ago, but this is the evolution of that though. Is selling one to many. What I'm trying to do, I'm trying to hit this topic again because I feel like ... It's always funny for me to see which episodes of these I get a lot of feedback on, and which ones I don't. The ones I don't I'm like, are you kidding that was one of the biggest pieces of gold I could've given you. Please for the love, did you understand that? So I feel like I have to hit it again. But go create a one to many pitch. That is the reason why this thing works the way it does. You don't just create a one to many pitch, or an auto closing script once. You go through it and you refine it, and you refine it, and you refine it. If you've never done the pitch live, or if you've only did it a couple times do not automate it. Okay? It's terrible to automate something that's broken, that wasn't good in the first place. Don't automate crap. Make sure you're automating good things. That's the whole purpose of this guys, and that's what I was telling people at one of the last events I was doing too. It was day number one, I was getting on there, I stood up and said, "Hey look, I want you to understand that what you guys have the opportunity to learn is the opportunity to learn how to sale one to many." Which is very unique, very unique. The easiest way to go about this is to start looking at how you ... Getting fuel for your auto closing script, that episode two or three ago, that was all about getting critiques and responses, and writing down the concerns of all the people who are coming in and telling you no. No or yes, but specifically no. What were all their main concerns? They're giving you a lot of fuel, that's why it's called fuel for the auto closing scripts. But, the other flip side of it, the reason I wanted to bring this up. Which has taken me a while to get to. I'm so sorry, but the reason I bring this up is so that you start paying attention to the things that you're saying over, and over, and over again. The auto closing script is this marriage of both those sides. Both what the market is telling you no over, or yes but mostly no, and then all the things that you're saying over, and over, and over again. It very well may not be related at all to the script that your MLM has given you to say. It may not be related to that. It may not sound like the one I gave you. That's fine. That's fine. Anyway, that's all I've got for you guys. I guess it really wasn't that much of a shorter episode, but that's it. You guys understand it. Start thinking through the things that you're doing over, and over, and over again as far as pitching, and learn how to automate it. Then go ... You could do it with YouTube videos honestly, and just put them out there. Someone who is looking for information on how to get better on their MLM on YouTube, that's the kind of person who's there to be successful. That's the kind of person who's there to be a rock star. They're looking for information. It's a great place to be. Or podcasting, or whatever it is. Whatever you decide to do, but learn how to sale one to many. The secret sauce is there. If you look at the way a lot of the top people in your MLM are number one, I guarantee you there are several of them that are there because they created a one to many pitch, and they sold it from stage. Hey we're going to get it in the order of the people who are ... How shall I say this? Order forms in the back, and you join my down line in the order that we get the order forms in the back. There's a big table rush that happens in the back, and people go running to the back, and they fill out the forms, and they're throwing the forms back because they want to get first, because they know everyone else is going to be below them automatically. That's a one to many pitch. I'm not telling you that you have to go that extreme, but there's some aspect to that that you can pull into your own MLM. All right guys. That's all I got for you. Hope you're doing great. I am refining really phase two/three of my auto closing area. I'm building it as I need it. Just like anything else, so I need it now. All right guys, I'll talk to you later. Bye. Hey thanks for listening. Please remember to subscribe and leave feedback. Would you like me to teach your own down line five simple MLM tricks for free? If so go download your free MLM masters pack by subscribing to this podcast at secretmlmhacksradio.com.

secret holy funny auto hacks suv mlm funnels mlms okay it fhat funnel hackathon

SFR 88: 11 "Brunson-isms"...

Play Episode Listen Later Nov 29, 2017 31:12

Heres some of the best business lessons I've learned while sitting next to Russell Brunson for 20 months... Hey, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Oh, yeah. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host, Steve Larsen. I'm still such a dork. Hey, I want to, so just real quick, I know I talked about in an episode ago, my voice is just rocked right now. I want you guys to know a really cool success I just had. It's good that we all ... Your successes, too. I want to hear about them. Don't shun your successes. Everyone, you got to go embrace your successes. Here's one of mine. I used to call them brag moments. When I was in the army, we'd be doing push ups. There was a time when I was commanding 150 people, and I was pretty good at push ups. I've got, honestly, longer arms than most people so they were a little bit harder for me, but I wanted to be good at them. I'd be doing these push ups, and I'd look up in the eyes of all the guys looking at me while I was doing it, and I'd be like yelling at them, getting them going. We were all fired up. You know, we were trying to keep each other motivated. It was a lot of fun. I used to have these brag moments to distract them while we were in those painful episodes, right? I would say, "Hey, Johnson. Brag to me, man? What's sweet in your life? What are you doing right now that's just kicking butt? Don't be humble. You tell me what's awesome in your life. What are you doing awesome at?" He would tell me. "Well, I did great at this," or, "There's a test I killed it at at this," or, "I did this over here. I did this." He would tell me that stuff, and it was cool how much confidence that brought the individual. I wasn't planning on saying this at all, but be cognizant of those things. Whenever you have a win, take time to win. You know, I'm not saying you've got to stop your whole operation and throw a party every time, but take time to acknowledge it, and be like, "Yeah, I'm the freaking man." Not in a cocky way, you know, but take pride in what it is your own personal progression. Be in competition with you, and get excited about those successes. Those are the successes to get braggy about. The ones where you're in competition with yourself and go kill it. Anyways, here's a cool one for me. I was asked to speak at a B2B Mastermind last weekend. It was a ton of fun. There was a FHAT event, though, two weeks ago, and I was solely focused on that. By the time the Funnel Hack-a-thon, the FHAT event, was done, I only had one week ... Actually, it was like five days. Only like five days to create an entire three hour presentation. Okay, I've done a lot of four hour presentations without stopping. I've done a lot of 15 hour ones at the FHAT event, too, but three hours, that's still a long time to prepare for, when it's a new material the whole time. You know what I mean? Meaning I had to reorganize and restructure it. I was spending all the evenings, I was thinking through strategy, I was talking to all my buddies, I was trying to figure out all the pieces in place. I was like, "You know, let me know what you think." I was trying to get a heartbeat on the industry, trying to figure out where people are. You know, what are the false beliefs of all the people who are going to be in the room? Literally doing the same strategy of creating a new product that I would anywhere else. I went through, I was like, "What are the false beliefs of the people in the room? What are they going to be thinking? What are they going to falsely believe about my ..." It was cool because I got to pitch. This was my first time ever pitching from stage, so I wanted to do a good job. I went, and I was flying over there, and I've got longer arms than the average bear, like I said before, so anytime I'm trying to do work on a computer in an airplane, it is not easy. My hand is contorted into the weirdest positions just for me to ... It doesn't work. Anyways, it's like a five hour flight with one stop and all that stuff over there. I'm getting stuff done, and it's like 10 o'clock in the evening. Wait, no. When did I land? It was 11. I landed at 11, got to the hotel at midnight, and I'm presenting this thing in eight hours. I was like, "I have barely even started the slides on this thing. I've barely made a dent in them. Oh my gosh. Okay, well, buckle up. When in Rome. Let's just get this done." I sat down in the hotel room, and I just put on tons of awesome music. I was listening to the Foo Fighters, and Muse, and Incubus, and all my favorite bands, and I was jamming out. I was just cranking out these slides, and I was working the formula, and I was putting the pieces together. All the things that we know, do the best. I put those pieces together, and I look up, and it's 3:30 in the morning. I was like, "Crap. I'm only going to sleep a few hours. Ah, whatever, let's make this sweet." Then I went back through, and I was making things, and I was fixing it. I was like, "When in Rome, baby. Let's go, get this done." I went through and I was writing the script, and putting all the pieces together, and about four o'clock ... I only lasted another half hour after that, but about four o'clock, I fell asleep, and I finished, and it reminded me of all these other hack-a-thons that I'd done with Russel, where we're like just dying, but we have a deadline, you know? It's letter gold. Are you going to get it done, or are you not? You know, just do it. Time's not going to wait for you, just get it done. I was like, "All right, well, I'm going to get it done." Anyways, I went to bed at four a.m., and I was on stage talking and teaching at 8:30 a.m. I only slept four hours, got up, didn't eat, didn't nothing else, I just dressed and showered real quick, and I got downstairs, and I started teaching. It was a lot of fun. There is a rush. If you guys have never done a webinar, I beg you to, because it's like the fastest way to cash we've ever seen. Myself, personally, as well as with Russell, and all the two comma club coaching students that I have, but especially though from stage. There is a huge endorphin rush from stage. I love it. I didn't feel like I only slept four hours. I felt like I had a full night's rest. I was on fire. It was awesome. I actually got the recordings back, which is awesome. I was teaching B2B people how to make new opportunities from their offers, and a whole bunch of other stuff, which is really a whole lot of fun. My first session ended, there was a bit of a break, and I hadn't even made order forms yet, so I run to the back with my buddy James Smiley, shout out to you, buddy. Hey, a little side note, actually. You guys know when I did that six part series where I interviewed someone from the six different industries that we know are using click funnels? James Smiley is still the guy who represents the B2B industry for me. He is killing it. He's doing awesome. From that one podcast episode, and the things that he's created from that, only two, three months ago, they've done huge numbers. I'm not allowed to say how much, but a lot of money, and it's been awesome. Very, very proud of what he's created. Super pumped for him. Anyway, he's been a friend to me for a long time. Anyways, he was there. It's his Mastermind. Him and Danny Veiga. They were both there, obviously. I was there with them, and after my first session, I realized that we didn't have order forms done, so James Smiley's running over to the back, and he's writing these order forms, and he's putting those things together. I don't think anyone in there knew. I started feeling like crap, so I took some more caffeine. "Let's take some vitamin C, baby, some caffeine. Let's get this thing rocking." I did my first ever stage pitch. I've taught in the whole perfect webinar format many times, but I take out the last part where there's the actual offer, and this time I didn't stop it. I'm really excited, you guys. I closed 28% of the room on my very first time ever pitching from stage. By comparison to other stage presenters, that's actually quite good. I'm very excited, you guys. That's my brag moment for this episode, and I'm super, super stoked about it. Well, what I wanted to go through real quick with you guys is, there's two different directions I could take this episode. I've pre-written out a lot of stuff, a lot of ideas. There's two different things, okay? Anyway, so what I was going to tell you, though, is that was Friday, and I went to bed at like midnight, and got up early again, and I had a full day of meetings with another group of people that was over there in Dallas, and then I went to bed again at four a.m. that next night. It's Monday, and my throat is on fire. I'm actually going to stop here, shortly. Principle number one, just get it done, just do it, okay? You set the goal. It's like when I would buy tickets to triathlons. The first triathlon I did, I just bought the ticket before I was in shape, because I knew now I had to get in shape. You know, same thing. All right, set the date, start sending traffic to your registration page. Just get it out there, and you will figure out a way because you have to. You hold your own feet to the fire, feel a little pain over it. I dare you to feel a little pain over it, but you'll find out actually really quickly that it's the secret to getting a crap ton of stuff done and actually your goals much faster. I've got to get some water. Just a second. There you go. This is live. Unedited. Raw. Steve Larsen, raw. That means different things in different places. All right. Hey, so what I wanted to go through really quick was, it reminded me of this, is I was thinking through a lot of the lessons I've learned, because I was teaching a lot of cool stuff at the B2B Mastermind, and super stoked I get to speak again in January, probably in February. In March, I will be, as well. I'm kind of off to the races. I'm going to speak a lot next year, so I'm kind of warming up baby. I'm excited. Hopefully I'll sleep more next time... Anyway, guys, as I was starting thinking through the different lessons that I've learned while at ClickFunnels, things that I could share at the B2B Mastermind, I was reminded of a list that I kept for a long time when I first got hired at ClickFunnels. I first thought to myself, "Oh my gosh. I get to sit next to, in my opinion, the most brilliant marketer that is alive, Russell Bronson." I was like, "How on Earth am I going to be able to capitalize on this? You know, how am I going to learn the most? How am I going to take away the most I can from this?" What I did is I keep a list of "Brunson-isms", okay? These are "Brunson-isms." These are 12 "Brunson-isms" that I've kept over the years. Well, I shouldn't say years. It's been almost two years. It feels like years, though, guys. We've been hauling cojones for a long time. I feel like I just have not stopped. I'm in a whirlwind. Anyway, but I call them "Brunson-isms." These are the things that I have written down while sitting next to him. When I say that I don't mean in like the same building, I literally mean arm's length away. As he'll be on coaching calls, as he'll be coaching in a circle, as he'll be talking to someone on a podcast interview, as he'll be launching this or that, or creating this video, or making this podcast episode of this own. You know what I mean? This is just 12, okay? I sifted out a lot of stuff. I didn't want to talk specifically about funnel building strategy. I wanted to talk more about how you act as an individual, as an entrepreneur. Anyways, these are 12 "Brunson-isms." I won't dive too deeply into these, simply because some of these, the lesson just kind of speaks for itself, but guys, one of these lessons alone has changed my life, in my personal business, I mean. Anyways, I'm excited to go through these. I realize it's 12 of them. Usually, it's easier if I say like, the three things, the two things, the one thing, maybe five, but there's 12, okay? I wanted to get them all done in one episode, so that you guys could hear what they are. These are the 12 "Brunson-isms" that have had probably the most impact on my life. My life, not just my business. I sifted out those. This is my life, okay? Number one "Brunson-ism," and these aren't ranked. They're not ranked. I wrote them down. I was actually in a Trello card, and this is just a running thing that I've had for a long time. Number one is don't create stuff. Document and sell instead, okay? Huge lesson. I did a whole episode about this a few episodes ago. It changed everything, okay? Anyway, it's crazy you guys. Review, document, and sell what you're doing instead of take the time to create it... I spent eight months making my first info product, and no one bought it for the first few months because I hadn't spent any time creating any market pressure, creating any interest. I didn't know what I was doing, okay? You can go spend a ton of time figuring out the actual like, "Let me go make the whole thing first." No, no, no. Flip it. Sell it first, then document it and create it as you go. Sorry, document and sell as you go. All right. That's number one. Number two, and I'll do like a review, just I'll read all of them real fast at the end, too. All right, so that's number one. Number two, design doesn't sell stuff. Okay, design doesn't sell stuff. As sad as that is to a lot of designers that are out there. If you look at Frank Kern's funnels, he's got a completely white background, and all he has is a headline, a video, and a button. That's pretty much it... The more I've been doing this game, the more subtle my design's become. I do think that design will help with follow-up sales, but it's still not the thing that sells. If you're getting hung up, like, "What should my funnel look like? What should this look like?" Scrap that attitude... Scrap that mindset, and know instead that it's the copy that sells, it's your offer that sells. Okay, that's it. If you're going to spend a lot of time on the funnel, the place to spend the time most on, after an offer, after all that stuff, is on your video. I don't mean like making it all professional, and stuff like that. I mean the script. I mean actually what are you going to say in that thing, and how are you going to come across as human rather than it being scripted? The actual words on the page, that's what does the converting. As much as we sometimes want to trick ourselves and think that it's the colors, and how good it looks, and things like that. That'll help you for a little bit, but there's no longevity with it. Anyways, that's number two. Design does not sell stuff, copy does. All right, number three. This is a big one. A little bit ago, Russell talked about, we realized that one of the reasons why Russell is where he is is because ... and honestly a lot of the other people that I know who are wealthy that have become wealthy quickly on the internet, is because they stopped selling one to one, okay? Bear with me a little bit, okay? Understand where I'm taking this... I'm not saying not to have call centers or people doing outbound or inbound calls, or taking inbound calls. I'm not saying not to do that stuff. What Russell, as the main entrepreneur, the entrepreneur of the company, has learned to do is sell not one to one, he's learned to sell one to many. Think of the scenarios where that applies most, okay? One to many. One to one, that's when I was like doing door to door sells, right? That's when I was a telemarketer, right? I was good at those things, but it's still only one person hearing the pitch, right? 28% of the people I closed in that room before, let's think through that, though. 28% of the people. That means I've got to talk to a lot of people one on one conversations. I've got to do that pitch a ton of times to really make a dent in my wallet. Well, what Russell's learned to do is get a lot of people in a room, or a lot of people in a webinar, or whatever it is, and pitch one to many. If you can learn to do that, wealth is easier to be yours, okay? All right, that's number three... Number four, this whole thing has been all about movement. There have been many times both personally and with Russell in the office there, where we'll look around, and we'll be like, "I don't know what to do next." Personally, in my own business, I've run into this many times, and you probably have, too, where you're like, "I don't know what to do next. What am I supposed to do next to actually be successful with whatever I'm trying to do?" You've got to come up with that plan. One of the biggest lessons I've learned from Russell is that this is all about movement, all of it. All about movement. Just move, okay? Think about a river, okay? There was this river I was rafting down once. We went on this 36 mile kayak trip, and it was a lot of fun. 36 miles, that's long, it's not like crazy long, but it's pretty long. It wasn't supposed to be that long, because the river was supposed to be moving, but what's funny is like the first 12 miles it was moving. It was fast. It was a lot of fun. Going through, I'm an adventuresome kind of guy. The last 24 miles, though, the river stopped moving. We literally paddled 24 freaking miles. We were so sunburnt, because we were planning to be out there like four hours. We were out there 12 hours. 12 hours, no sunscreen, like none of that stuff. Barely enough water. Actually, we pretty much were all incredibly dehydrated. We were so sunburnt that we couldn't stand for like two weeks. We actually got hurt over it, okay? Eventually, you've got to steer the ship in the right direction, but if the thing isn't moving in the first place, then who cares? If you don't know what to do, just move. Think to yourself, "I don't know. What should I do next? I think that." Like, cool. Move forward. If you really have no idea, just do something, okay? Don't worry about placing your foot in the most perfect place before you start going, or having all the steps planned out. It doesn't work like that. Hardly ever does. Never has for us. Never has for me personally either. Just about movement. Some people are like, "Well, that means you're going to do like 13 things you didn't need to do." It's like, yeah, but I found the three that made a ton of money, and you still haven't done anything yet. Anyway, this is number five. Number five is a big one. One of the first things Russell said to me when I sat down next to him, is he turned around and he looked over at me, and he goes, "Hey Steven, I want you to know why you're here." I was like, "Cool, I would love to know that, too, because you chose me out of a bunch of people. Why am I sitting next to you?" He's like, "Someone told me early on," I don't remember who told him this. He's like, "Someone told me early on, though, that there are starters and there are finishers." He goes, "Steven, I think that you are a finisher. I'm a starter." What's funny is that's true for me as far as funnels go, but it's part of the reasons I'm leaving ClickFunnels, is because I'm actually a starter. I know how to finish, but I'm actually a starter, and I can't not start stuff, and I've been doing that the whole time since I've been there. Anyway, just know, though. Usually, most of us have a predominate side. Are you a starter or are you a finisher? Sometimes one of the reasons people aren't being successful is because they're a finisher and they're trying to do all these starting things. Go find a starter. Attach yourself. Same thing as the opposite. If you know you can start a ton of stuff, but you take forever to finish things, find a finisher and connect yourself to them. Russell told me early on that's one of the reasons he's hired who he has, is because he's like, "I'm a huge ridiculous starter," which is true. You guys will see all the things that he does. He moves fast. He goes to sprints quickly, but he said, "I have tried to hire as many finishers as I possibly can." Anyways, huge sage advice. All right, number six. Russell's a delegation master. One of the "Brunson-isms" that I've learned probably most from him is, I'll make comments like, "Oh man, I wish I knew JavaScript better." Or, "Oh man, I wish I knew CSS better." He'll be like, "Why? We've got a guy for that." I was like, "Yeah, but then I'll be able to do X, Y, Z." He's like, "No, no, no. We have a guy for that." I was like, "Yeah, but I'm interested. It would be cool to know that." He was like, "That doesn't matter, dude. It's not what makes the money." He's done that to me many times. I like video editing. I like sound editing. I geek out over the process. I like geek out over the process of doing the thing that I do. It's a lot of fun. All of the pieces of it, all of the aspects of it, but one of the things he's helped me realize is like, "Man, you just delegate like a beast." That's exactly what he does. He's a visionary, he moves forward, he's a mover, he's a shaker, he figures those things out, and what he's very good at doing is figuring out what he shouldn't be doing. Not what he can't do, but what he shouldn't do. There are many things that he could do that he's not, because he shouldn't be doing those things... He should be focusing on the other parts of the business. Does that make sense? One of the biggest lessons I learned from him. It's not that I didn't know it before, but seeing it in action. It's insane, you guys. It's how he gets so much done. He doesn't do it all on his own. He doesn't try to. Sometimes, a lot of us, especially for brand new, for kind of a solopreneur, I actually have a team. I haven't told you guys much about them. I will interview them shortly. I want you guys to know who they are and how I found them. Specifically how I found them, so that you guys can do and start to replicate yourself as well, but I have my own team for my own stuff. I have for a long time, for this exact same reason. I delegate like a beast... I've got all sorts of stuff going on. I've got software being created, I've got an app being made right now, I've got tons of stuff that I do that I juggle on the side of working at ClickFunnels, which is kind of ridiculous, but it's because of this principle that I can do that. I'm not doing it all on my own, and neither is Russell. Anyways, delegate like a beast, you guys. Okay, next one. Moving on. Selling is all about status. Okay, if I'm trying to sell stuff, you guys got to understand that if you're selling things to people, in the person's mind, this is what's really happening. "If I buy this dude's thing and I fail at it, I'm going to look like an idiot." That's one of the biggest hang ups. That's one of the biggest reasons people don't buy from you. One of the things that he's taught me a lot of is that, "Look, selling's all about status." Okay, that's why there's a guarantee. It has less to do with them being able to recoup their money. It has more to do with them being able to protect their status, so that when they go to their spouse who didn't know they bought the thing, and they go and something breaks, they can say, you're giving them the excuse, you're giving them an out, you're giving them the ability to say something like, "Oh, don't worry. It's under warranty. Total crap. I shouldn't have done that, but I got the money back." It protects their status. It's all about status. You're trying to increase their status and protect them from losing it at the exact same time. Anyway, next thing. Biggest thing I see from Russell, also, he's a huge planner. Big massive wall calendar. Since seeing that, I got one last year, and I just got my one for next year, also. It's for macro level planning. We really don't do that much micro level planning, but we almost always have what we're going to do the next day totally planned out before we get there. Meaning, I know what I'm doing tomorrow. I know what I'm doing the next day. I know what those things are, but we've got a macro level view on these big massive wall calendars. "Okay, we've got this event this day. We've got these things this day. We've got that that day. We've got these pieces here. We've got that there." What's cool about it is that it actually really ... In my juvenile years, I used to think that planning would cause some kind of stress, because I had to think through details that I didn't need to know yet, and there's an element to that, but if I keep it macro, it actually takes more off my head. I actually increase my shelf space, my mental shelf space, when I use a macro level planner. Then I'll have a micro level one on just a legal pad. Russell does the same thing. He actually types it, he prints it, but I like to write mine on a legal pad. Anyway, plan the day the day before. All right, there's a few other delegation points here, so I guess some of these could have been combined. When you hire people, your only focus is to hire those people to do business stuff, to tend to the actual business, so that you can do what your role is. As the entrepreneur, your only role, the only thing you need to worry about is selling. That's it. Stop worrying about your dang logo, okay? I know it's cliché, I say it all the time, but it's true. Stop worrying about your logo. It doesn't matter, okay? For a long time, it does not matter. What you're trying to do, is it's proof of concept that you're looking for. Just sell it. Sell stuff, and know that at the beginning, you know what? You'll probably have some refunds because you didn't sell it right. So what? You're moving. Anyway, so when you hire people, you hire people explicitly to handle business stuff, right, so that you can do your job, which is to sell, sell, sell. Basically, if something doesn't make you money, you shouldn't be doing it, okay? Yeah. Okay, another huge thing that I see Russell do, which you guys actually have also been a part of, you may not have known it though, is that do your best to include your customers in the creation of your business, or at least your product. I mean, how many things does Russell publish? A lot of stuff... How many secrets does he keep? He doesn't keep any secrets. Everything that he tells you is everything that I get, too. Everything that he publishes, all the pieces that are out there, he tells it all. What's funny, is it's contrary to what most people think. "I've got this idea, and if I tell anyone my idea, they're going to steal it." Okay, I've told everyone my ideas for such a long time. I can tell you that's not true. You'll have one percent of people who try to pull it off, but even if they do, they're not going to pull it off the same way you will, so stop hiding your ideas. Start telling them. Get feedback, okay? Include your customers in the creation of your thing. All right, next one is whenever we're about to go on stage ... He taught me this early on, also. I thought I'd pass this on, because this has been a huge piece. Whenever we're about to go on stage ... What's funny is that at first it was just him, and then I've started doing it, too, but now we do it together, especially when we're about to collaborate on stage together. Like at the last FHAT event, I was on stage for a while, he was on stage for a while, and then back and forth, and then for a while also, we were on stage together, which was really awesome. Actually, it was a lot of fun. Anyway, he taught me this. My voice is going, guys. I've got to end this thing quickly. I've been going for 26 minutes, too. I've got to end it soon, anyways. You guys are probably like, "Shut up, Steven." Here's the last one, and then I'll recap real fast. All right, the frame work is what saves you. That's what it is. Now let me explain it. Whenever we're about to go on stage, we drop pictures, okay? You know all those little graphs inside Expert Secrets and DotCom Secrets book? Those were once stage presentation images. Okay, so when we're trying to figure out what to teach, a lot of times what we'll do is we'll use that opportunity to test stuff, to test concepts, to test things that we know we're on the brink of that we haven't quite been able to formulate yet, though. It's not that when we get on stage it's always polished. We obviously present it very polishedly, but if there's a concept, or there's this technique, or there's something like that that we want to make sure that we can test or whatever, we actually will draw it in pictures, which is why we have so many pictures. We draw it on a legal pad or a piece of paper. That's the thing that we take on stage with us. I do the same thing, and then when I'm teaching, and when Russell's teaching, we can just look real fast at that picture, and it represents that entire idea, okay? Rather than write out all these bullet points, which we'll do sometimes, which I'll do sometimes also, but mostly it's just this big, big thing of pictures, because if you can explain something in a hand drawn picture with a stick figure, it means you've probably dumbed itdown enough that anyone can understand it. Not that the people are dumb, but that you've put it and an area, and in a concept, and in a way that can be grasped and digested quickly. Hence lots of pictures formulate cool book, okay, that's the formula. Anyway, so that's actually 11. I thought there were 12. It's actually 11. 11 "Brunson-isms". Number one, document and sell. Document and sell rather than create. Number two, design doesn't sell stuff. Number three, learn to sell one to many instead of one to one. Number four, it's all about movement. Just move. Just do stuff. Number five, are you a starter or a finisher? Whatever your answer is, hire the other. Number six, be a delegation master, okay? Just delegate like crazy, you guys. It's funny because there's a lot of personalities out there that are begging for that kind of thing. They want to be led. They want to know what they're supposed to be doing. So tell them.All right, what is this? Number seven? Selling is all about status. Number eight, plan your day the day before. Number nine, hire people to do the business stuff so you can focus on just selling. If something doesn't have to do with selling, you should not be doing it. What is this? Number 10? Hold on. One, two, three, four, five, six, seven, eight, nine. Yeah, 10. Include customers in the creation of your thing. Number 11, the frame work of what you create is what saves you. That's what saves you on stage. That's what saves you in tons of areas. Guys, my voice is going like crazy, and it actually is killing, but I hope that that helps. There's an episode I did a little while ago called My Black Book of Business. All I would do is write down business ideas and lessons. I beg you to start tracking those things for yourself. If you keep track ... Just something to writing stuff down that frankly drives me nuts, because sometimes I don't like to write stuff down, but I know if I do, it'll be there. Just write down the thing. Keep a list. I don't care if it's on Trello or whatever it is, but start writing down the lessons you're learning, and they'll stick longer, you can teach them, you'll actually end up doing them, you'll remember them, you'll actually get them digested and start applying this stuff. Anyway, so that's kind of what I've been doing this last little bit, and I just wanted to share that list with you. That's my 11 "Brunson-isms." Remember to have your brag moments. Remember to have your lessons written down. This is a long episode, guys. Sorry about that, but I thought it'd be worth it to go through some of the biggest lessons I've learned from Russell Brunson. Thank you guys. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/FreeFunnels to download your prebuilt sales funnel today.

time business earth man moving design meaning selling rome bear b2b guys raw principle flip personally mastermind shut muse document crap foo fighters barely larsen javascript trello russel css scrap brunson clickfunnels russell brunson brag incubus attach unedited isms frank kern expert secrets dotcom secrets steve larsen funnel hacks james smiley sales funnel radio fhat russell bronson danny veiga

Some Of My Favorite Highlights From This Week's Inner Circle Meetings

live hall of fame meetings kpi inner circle clickfunnels russell brunson key performance indicators marketing secrets funnel hacking live alex charfen warrior week alison prince natalie hodson fhat

Play Episode Listen Later Oct 6, 2017 11:21

The power of vulnerability, acting with urgency, and a whole lot more… On this episode Russell gives some of the awesome highlights from the latest set of Inner Circle mastermind meetings. Here are some interesting things to listen for in this episode: How everyone in the Inner Circle group has been able to grow together making $30-50 grand a month last round to making $100-200 grand this round. Why it’s important to celebrate other’s success in order for them to celebrate yours. And what makes being vulnerable so powerful with your audience. So listen here to hear these and many other highlights from the inner circle mastermind meetings. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to Marketing Secrets. This is the day after the mastermind and I’ve got a whole bunch of secrets to share with you guys. Alright everyone, inner circle mastermind just ended. We have been going, basically I’ve had 8 days of inner circle mastermind meetings with a week break. So group one came Monday, Tuesday. It was a group of 25 entrepreneurs. Then Wednesday, Thursday. Then a week off. Then Monday, Tuesday, Wednesday, Thursday. So 4 groups of 100, 4 groups of 25 equals 100 entrepreneurs, they’re my inner circle. It’s a cool group because its interesting watching how everybody within this group, year after year, everyone keeps growing together. People first came in a while ago and everyone was trying to get their businesses launched and now it’s getting to the point where they’re doing, last set of meetings everyone was doing 30-50 grand a month. Now at this set of meetings everyone’s doing 100-200 grand a month. Everyone together as a group keeps leveling up. We’ve had a couple of members breaking the million dollars a month mark and now everyone else, that’s what they’re gunning for. It’s just so inspiring and so cool to watch what’s happening. The businesses and industries are so different. We have everyone from, I’m trying to find the book right now. Dr. Wiebold, Pamela Wiebold who is helping doctors who commit suicide, helping to not commit suicide and literally saving lives, to people teaching business to people teaching dentists, everything in between. So many just amazing people. In fact, I’ve got from this meeting, those who are watching the video, these are my two notebooks, one got completely filled up and one got half filled up. That’s a lot for one set of meetings. Anyway, it’s amazing. Obviously I can’t share everything, because it would take 8 days. But there were so many cool things. So I’m just going to kind of share a couple things as I’m flipping through here. Maybe over the next few weeks I’ll share other cool thoughts and ideas. So as I’m flipping through my pages, just some things I jotted down that were so, so powerful. One of them was from Alison Prince, she was talking about through her course that she celebrates the people in her community. She said when she wins they celebrate me, because I celebrate them. I thought, how cool is that? As you’re finding more success, you’ll probably notice this, people around you, you think everybody would be happy for you, but instead it’s usually the opposite where they’re not happy and there’s this weird thing under where you’re like, “you should be happy for me. I’m having success.” But when you’re depressed, everyone’s like “Oh me too.” And everyone loves you, but when you have success usually people aren’t happy and it’s weird. So it’s kind of cool within your community as you celebrate their success, they celebrate yours. So it gives you a spot to be able to talk about your wins and get people to celebrate with you. So that’s kind of fun. What else? So many cool things. One thing from Alex and Layla, they were talking about in their ads, that they actually say what they’re really feeling. Most of us who write ads, we’re trying to be all postured like, “number one top secret blah, blah, blah.” And it was cool, what they talked about in their ads. They literally in their ads say, “Hey I feel like a cheesy person writing an ad, but I need to get this message out to you. I’m not going to….You’re probably thinking this right now and I want to make sure that you…..” Just kind of breaking down those barriers in the ad. Because it’s an ad and people know it’s an ad, so instead of being an ad, actually having fun with it. If you saw what their acquisition costs were, it works really, really good. Another cooll thing, a lot of times we talk about in our company, setting KPI’s, Key Performance Indicators and things like that, but one thing that Alex Charfen said, “if you look at a sports team, there’s two things they all have. If you ask a football team, ‘what are your goals?’ ‘My goal is to win the superbowl and be in the Hall of Fame.’ There’s a superbowl goal, which is like their goal. Then there’s the legacy goal, which is the Hall of Fame.” So it’s cool, we talked about for a company what is your superbowl goal? And what’s your Hall of Fame goal? And also within your organization, with working with you team members, what’s their superbowl, what’s a win for your company? Do they know what it is? I don’t think my team knows. I haven’t really sketched, “This is our goal. This is how we get to the superbowl.” It hasn’t ever been defined, this is the thing, this is how we get in the hall of fame. And I think now that that’s a thing in my head, I’m so excited to figure out what’s our company’s superbowl goal and what’s our hall of fame goal? When you have those it becomes more clear, more tangible. David Derricks awesome, talking about a bunch of stuff. One thing is he just wrote a new book called the Dream 100, which is a big concept none of us ever…I talk about it all the time and nobody ever does it. And my quote at the top says this is the foundation for our entire company. If you’re not doing Dream 100 yet, it’s time to start. Go back and listen to any of my stuff on Dream 100 but it’s how we figured out what our market was, what our blue ocean was. How we figured out where our customers…..everything we’ve done was based on the Dream 100 concept. There’s so many good things here. I don’t even know where to… Oh this is a good one. So Brian Bowman, such a stud. He had a really cool, emotional presentation. He talked about how he was working hard and moving forward and getting things done. And he had a coach who was one of Garret White’s coaches, one of the Warrior Week coaches. He asked, “What’s your target?” and he’s like, “This is what I’m going for.” And then he asked him, “Are you operating with a sense of urgency?” And Brian, while he’d been working hard and hustling and all these kinds of things, he’s like, “Am I operating with a sense of urgency?” And I don’t have permission to tell his story behind what and how, but as soon as he had that thought in his mind, everything shifted for him. He went and instead of moving things toward a goal he was like, “I need to operate with a sense of urgency.” And I think how many times for us we’re like, “Yeah, we’re moving forward, moving towards things. I’m going to launch my product someday. I’m going to write my book. I’m blah, blah, blah.” Whatever our thing is, but it’s like that’s good, but are you operating with a sense of urgency? Is this doing…when is this….this needs to be urgent. If it’s not urgent, you’re never going to do it. So are you operating with a sense of urgency? That was just so powerful. How many times do we not do that? How many times are we just kind of wandering, doing our thing, and it’s not urgent. Because of that days turn into weeks, weeks turn into months, months turn into years and sometimes we never get it accomplished. I think one of the big reasons we’ve had so much success with Clickfunnels is because we do operate with a sense of urgency. I’m always stressing out, which maybe is to my downfall, it’s what makes me tired all the time. I just think it’s interesting, operating with a sense of urgency, having that as a thing we are thinking through all the time. So many good things. What else, what else? Natalie Hodson talking about the power of vulnerability. How vulnerability is the ultimate human connector. So many of us, we try to be postured and perfect and that’s why, because we’re trying to get connection, we think people want to see us perfect and instead it actually pushes people away. How vulnerability is the big secret. It was interesting, Natalie just joined the inner circle. But she came to our FHAT event in February, five or 6 months ago and she was telling this story. She was creating, she’s in the weight loss, fitness market, and she was working out live on Live streaming or Facebook Live or whatever, she did a work out. She’s a mom, she has two kids and during her workout she wet herself, on camera, live in front of the entire world and how embarrassing it was. And obviously that’s an embarrassing thing and most people would never talk about that again, they would leave the video, they would run away from it. But instead she realized that, “If I’m struggling with this, I bet other people probably are too. Maybe I can help them.” And she found a business partner or a content person, who that’s what they specialize in. Helping women to strengthen their pelvic floor so they don’t have those issues. And she created a $37 dollar book teaching the process and she put it out there and on a sales page she’s got pictures of her on a live stream with peed pants in front of the entire world. And she talked about this problem that she has and she knows all these other women have. Anyway, from February until now she sold 50,000 copies of a $37 book. So over a million dollars in sales. And think about how many women’s lives she’s been able to affect because she didn’t posture herself and come off perfect all the time, because she was willing to be vulnerable. It’s just such a powerful thing. I look at the times in my life when I’ve gotten real connection with my audience, it’s not when I’ve been sharing the highlight reel, like we like to do. I think what’s good to do is sometimes to touch on the high reel. “Hey, I’m awesome. Just want to make sure you know this, but let me tell you the truth.” And then break it down. And that has been a theme. In fact, the third inner circle group, I think I’ve never seen so many tears in a mastermind group in my life. The girls were crying, the men were crying, everybody was crying. But because people actually got vulnerable and shared and that’s been a big theme throughout the inner circle. You go to other masterminds and people are sharing the highlight reel and bragging about stuff, where with us everyone has to share, “Here’s what we’re doing awesome, but let me get vulnerable and share with you what’s actually happening.” And then we work at that level. It’s different and interesting and causes real actual change. Anyway, it was amazing. I wish I could take all of you guys along on these journeys. But a lot of our inner circle members are going to be speaking at Funnel Hacking Live. The sales page for Funnel Hacking Live will be going live next week, it’s at funnelhackinglive.com and you’ll have a chance to hear Natalie talk about the power of vulnerability, a lot of these other people I pick are speakers for the most part, inner circle members. So I have a chance to see them present here in my office a couple of times a year. I get to know them intimately, I understand their business, I understand where it fits with what I want to share with our audience. So a lot of them will be speaking at this. So if you don’t have tickets yet, when we go live next week, get them. We pre-sold out over a thousand tickets, I think we have another, I don’t know how many left. Not a lot. So if you want to be there, you know you need to be there and you do, now is the time. Funnelhackinglive.com, get on the waiting list and then wait. My guess is probably Tuesday it will go live. So by the time you hear this, it may be live. But make the effort to be there. It’ll be worth it, I promise you, it will change your life forever. It’s going to be a lot of fun. So yeah, that’s basically the best spot to get the actual highlights, at Funnel Hacking Live. Anyway, with that said, appreciate you. Thanks so much for listening in today to the podcast, and we’ll talk to you guys again soon. Bye.

Some Of My Favorite Highlights From This Week's Inner Circle Meetings

live hall of fame fame meetings kpi inner circle clickfunnels russell brunson key performance indicators marketing secrets funnel hacking live alex charfen warrior week alison prince natalie hodson fhat

Play Episode Listen Later Oct 6, 2017 11:21

Behind The Scenes Of Our $100,000,000 Traffic Meeting

building behind the scenes traffic scarcity funnel inner circle russel russell brunson marketing secrets categorizing expert secrets funnel hacking live traffic secrets dotcom secrets john reese fhat

Play Episode Listen Later Oct 2, 2017 11:02

All the little things you’re not doing to get more traffic now. On this episode Russel talks about the big theme in the company right now, which is going from ten million dollars a year to a hundred million. He talks about what they are doing to be able to build a blueprint to help others do what they have done. Here are some cool things in this episode: Hear why Russell is obsessed with writing books right now in order to leave a legacy. Find out which book will come after Expert Secrets in the series and what it will focus on. And find out what is happening next with the Marketing Secrets podcast. Listen to all this and more, and don’t forget to get your tickets for Funnel Hacking Live before they are gone. ---Transcript--- What’s up everybody? This is Russell Brunson. Welcome to the Marketing Secrets podcast, formerly known as Marketing In Your Car. Right now we are back in the car, so I feel a little nostalgic. Going to a dentist appointment today, starting in 6 minutes. It’s probably a 10 minute drive and traffic is literally stopped. My wife told me not to take Chinden and I did anyway, it’s my own fault. Should have listened. Anyway, that’s what’s going on today. Alright everybody, so I hope everyone out there is having an awesome time. It’s been really fun this week. If you listen along as we go, two weeks ago we had a FHAT event, and then the viral video event, which went awesome. Then last week I had 4 days of Inner Circle meetings and a one day consult, so last week I didn’t even get to do any of my own work. And yesterday was the first day I got to get back and actually do my own thing, which was awesome and exciting and amazing and I’m so grateful for it. So it was fun to kind of get back to work. And it’s been interesting, as I’ve been talking to Inner Circle a lot, I keep telling people phases of this. It’s going 0 to a million, a million to ten, ten to 100, and if you listen to me talking about this, it’s going to be a big theme at Funnel Hacking Live this year. By the way, tickets for that are going on sale this week. So they’ll be at Funnelhackinglive.com, we should have some ticket sales. We pre-sold over a thousand tickets already, so we don’t have a lot of tickets left, but those are going on sale this week. By the time you’re listening to this, it might be live. So if you want to go to Funnel Hacking Live, go to funnelhackinglive.com. Anyway, so that’s been the big theme in my Inner Circle, a big them in my company, everything like that. Yesterday was the first time I had a chance to really focus on the traffic part of it, which is fun because going from 0 to a million is all about figuring out your what and your how. What are you selling and how are you selling it? The sun is bright in my eyes, sorry. And after you figure that out, you know you figured it out because you go from 0 to a million dollars over night as soon as you figure that out. So figuring out the what and the how is the first phase. After you figure that out, the second phase is scaling that. So it’s coming down to building out the infrastructure. Actually let me step back. 0 to a million is everything we talk about in Expert Secrets, finding out what you’re selling, who you are, what you message is, finding your voice, etc, etc. And number two is when you go from a million to ten, it’s all about basically the Dotcom Secrets principles, building out a value ladder, front ends, back ends, maximizing the journey and the process and all that kind of stuff. So that’s the second phase. The third phase is going from ten to a hundred million, and that’s where we’re at right now. Some of you may or may not know, I bought trafficsecrets.com from John Reese, and that’s going to be, I don’t know if it’s the next book, but it’s the next book in the series. It’s going to be all about that part, how to scale the traffic, so going from ten to a hundred million. So what’s fun is that yesterday was the first time we had a chance to sit down in a room all day and plan and map it and really build out that process. What’s interesting, as I look at our business, to this point. We’ve done well this year, it doesn’t matter. It’s grown really, really well. We’re doing some pretty good things, but what’s been interesting, if you look at how we’ve done things up to this point, the focus is all on the funnel. So we build the funnel and when that funnel’s done we go and drive traffic, we go and buy ads and do those kind of things like that. Whereas this new phase, the sun is so bright in my eyes….The new phase we’re going into, which is scaling beyond, it’s all about getting more people into the front of the funnel. Because after you get people in front of the funnel, the structure, all the Dotcom Secrets, front end, back end funnels, value ladder, all that stuff’s already built out. You don’t need to keep adding stuff there. Now it’s just about dumping more fuel into the fire. So that’s the kind of phase we’re in now, which is an exciting, fun phase. So what’s interesting, we were mapping this thing out. I wish I could show you guys all the pre funnel stuff. Most people are like, here’s my funnel, what’s the ad I’m going to buy? The process we’re working on and we’re building out internally is there’s four phases that happen before you ever get to the ad. There’s the research phase. There’s a whole bunch of research we’re going into, keywords, headlines, articles, who are we trying to be. Funnel hacking deep, so that’s the research phase. From there we have a bunch of stuff, deliverables, based on that, here’s the 30 or 60 or 90 headlines we need to create videos for. Here’s the 15000 word article we need to create. Here’s the title and keywords we’re focusing on. And then here’s…..it’s going through all that stuff, the deliverables. Then after that, we have to produce all that stuff. So the third phase is going and, if it’s me, it’s doing a billion videos…. I got off the busy street…..doing a billion videos, writing the content, all this stuff is the production phase. And then when the production phase is over, then it goes to the asset phase, which is like each video turns into 5 thumbnail, or 5 quote cards. A YouTube video, Facebook video, all the actual assets that need to be created. And then from there it’s handed to the promotional team, which is phase 5 and the promotional team takes all this stuff and uses it to promote the funnel. So it’s crazy, so exciting. It honestly blows my mind that we built our company as far as we have, based on literally us building a really good funnel and turning on ads and that’s it. We’re missing…. again it comes back to the tip of the iceberg. We’re doing the tip, but we’re missing the rest. So now we’re coming back and doing the rest of it. And I really think, outside of there’s a lot of infrastructure and people and other things we need in place as we’re growing from…to a hundred million and beyond. So we’re working on those kind of things. But what’s interesting, from the traffic side, that’s what we’re building out now. Building out the systems and it’s exciting. It is a process starting right now, it started yesterday and it will culminate probably in the next 18 months in a book called Traffic Secrets, so it’ll be showing you guys behind the scenes of what it ended up becoming. Oh crap, I gotta beat this light…..So that is kind of what….sorry you guys see how good of a driver I am. I always get messages after this, “Russell, you shouldn’t be driving while you’re talking.” I’m like, I got my hands. I’m good. Anyway, so that’s the exciting thing, as we’re kind of building this out. As I’ve kind of perfected the model, proven it, we’ll use it to go from 70-80 million to 700 million, then we’ll have a good blueprint to show everyone, this is Traffic Secrets, this is the foundation behind it, which is kind of cool. Anyway, that’s kind of what’s happening over here. And it’s exciting and fun. The only place we really talk about this publicly, some of you guys are in our Fill Your Funnel course, that’s where we’re really going deep into this and kind of mapping out the strategy and this process and this plan. But we’re trying to figure it out, all internally on our side. So as we keep getting it better, we’ll be publishing it there, until we got it all perfected and it becomes a book. But I want you guys thinking more about that. Think more about all the front end stuff that you do to get traffic into your funnels. Most of its just, you spend all this time and effort getting the funnel right and then we turn on ads and that’s it. There’s so much more that goes into it before. Anyway, that’s kind of what’s happening here. So a couple of other exciting developments. One thing is, if you’ve been listening to the Marketing In Your Car podcast for any amount of time, or Marketing Secrets for a long time before that, I have somebody, a secret spy right now, going through the past episodes….is this the right road I’m supposed to go on? I think it is…. Categorizing all of it, we’re going to be turning this crazy podcast, we’re going to take out all the crap and the fluff, the ones that were just me rambling incoherently, and finding all the best and putting them into chronological order, not chronological, the right order, and actually making a book called Marketing Secrets. If you can’t tell, I’m kind of obsessed recently with making books. We’ve got the Expert Secrets book, which took two years of my life, the cookbook, which was The Funnel Hacker Cookbook. If you haven’t got that, go to funnelhackerscookbook.com or funnelcookbook.com, it’s actually easier to remember, funnelcookbook.com. And in fact right now, I think it’s $10 plus shipping or something like that, to get a 350 page, spiral bound cookbook, which is insane. But I’m really into the whole book thing. I think books create legacy more than anything else. And at this point in my career it feels like that’s what I’m getting drawn to, stuff that’s legacy as opposed to promotional stuff. So you may see a couple more books coming out in the next few years, and hopefully they turn out good. I’ve tried to write two really good books, I think the first two turned out good, I’m proud of them. So hopefully you guys will like the other ones. But this is one will be a fun book that will be kind of like an ongoing series called Marketing Secrets, where every three years I can publish a new book, it’s like okay here are the next 400 marketing secrets that came out of me driving in my car back and forth. Here’s idea after idea after idea. You know the first two books, Dotcom Secrets and Expert Secrets have been very much process based. So it’s like, you have to go through step one, step two, step three, step four, kind of like that. Where Marketing Secrets the goal would be more like, flip it open and just grab it like, “What’s secret 27? Oh cool, urgency and Scarcity. I could use that here. Here is marketing secret 292…” Anyway, that’s kind of the game plan with that book, so it’ll be fun. So that will probably be the next book and then I got this other cool….so many cool things. So anyway, that’s all I got you guys. I’m almost at the dentist. So I’m going to go hang out with him. Appreciate you all for listening, subscribing. If you’re not subscribed yet go to iTunes and subscribe. I think last time I checked we’re number 3 or 4 top business podcast in the world, so thank you for that, hopefully we can keep it ranked up high. But yeah, come listen, subscribe and hang out with us and we’ll keep giving you the goods. Alright guys, appreciate you all, talk to you soon. Bye.

Behind The Scenes Of Our $100,000,000 Traffic Meeting

building behind the scenes traffic scarcity funnel inner circle russel russell brunson marketing secrets categorizing expert secrets funnel hacking live traffic secrets dotcom secrets john reese fhat

Play Episode Listen Later Oct 2, 2017 11:02

SFR 75: Hurry UP - Money Loves Speed!

Play Episode Listen Later Sep 20, 2017 21:39

Click above to listen in iTunes... The two most common lies I see people struggle with are also what slows them down... Hey, do you guys remember that time I was hooked up to a lie detector machine in front of an FBI agent? 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. I was with the army at basic training, it was 10 weeks longs, we were doing all the things you see in Hollywood. We were running around, we were shooting, we were throwing grenades, we were shooting machine guns, we were really up early, up really late, hardly any sleep, hardly any food. You know what I mean? The whole works... I was one of the only guys who was there over the age of 20. I was definitely one of the only guys there who was married and I was definitely, definitely one of the only guys of the entire 200 in my company who actually had kids, also. I went into the army at an age that most people do not go into at. I'm about to get out, which is awesome. At the end of the training, my company they showed up and they said, "Hey, we need some people to go over to this polygraph machine and you're going to help FBI, NSA, and CIA agents with their polygraph skills." If you don't know what that is, that's like the lie detector machine, right? They like look in your pupils and stuff like that. Some of that's true, some of that isn't. They're like, "Hey, Larsen, we know that you have a pretty clean record. You need to go do that with them." I was like, "Okay. Dang, all right." They send me over to this building, which happens to be the national polygraph testing center. We're marching over there, it's early morning, the sun's not even up yet and you're marching over there. Everyone's holding their gun and stuff and we're walking over. We get inside there and we sit down in this room and it was kind of dramatic. This lady walks in and she goes, "Hey, by the way, just want you to know this is an actual polygraph. If we find anything inside your actual record, or anything comes up, or we uncover anything we will kick you out of the army and there's a chance you could go to jail." We were like, "What? Holy crap." It's funny because some people started opting out of it. They were like, "Oh, I feel sick. There's no way I could do this." I was like, "Sweet, this is cool." They were like, "By the way, also, if it doesn't go well or if we feel like you're lying we're going to take you to this room and we're going to interrogate you." I was like, "No way. I have got to get interrogated." They're like, "Sir, you're not supposed to want to get interrogated." I was like, "Come on. That was would be so fun." I was like, "Is there a single light bulb hanging from the ceiling and you guys are going to hit it, and yell in my face, and fire a gun somewhere? I don't know, interrogate me!" They're like, "You're not supposed to want that." Anyway, so they take me over to this room. We literally waited all day. They take me over to this room and we sit down in this chair. It's just me. The room is totally quiet. There's just a desk, this random lady sitting there I think as an agent from some agency. I don't know. It could have been Jason Bourne, I don't know. No, but we were sitting there and it was just this lady and I in this closed room. It was quiet. I just remember how quiet it was. It was extremely, extremely quiet. The kind of quiet where you can hear your own breathing, where you can ... It's like your thoughts are almost loud. You know what I mean? It's that kind of room. Super, super, super quiet. Can't hear anything out, can't hear barely anything in because the agent wasn't saying anything. I was sitting there and they start hooking me up to this machine. It was like I was in a dentist chair almost. I sat back and I laid back in this thing. They were wrapping straps around my chest, and around my arms, and at my fingertips. Polygraphs were a lot easier to beat way back in the day. They're pretty good now, though. What's funny about lying, this is what they taught us, is that any time you tell or hear a lie, anytime you especially tell a lie, you have a physiological response to that lie. The same response happens as if a disease entered your body. That's why they're able to tell and see if you lied because whether or not you want to there's this reaction inside your body that is harmful whenever you lie. I was like, "Whoa, that's really cool. I've got to remember that." Obviously, I did... What they're doing is they're looking for all these different spikes in your body; blood pressure, pupil dilating thing, all these different things. The pupil dilating this is, I guess, an easy way to not see it so they don't do that as much. Anyway, it was fascinating though. I'm hooked up to this machine and they start asking these questions just to see where my normal response is. "Is your name Steven Larsen?" "Yes." "Are you a man?" "Yes." They ask all these super false things, "Are we in Mexico?" "No." You know what I mean? Really, really it's exactly like you hear in the movies. Pretty soon ... What we were instructed to do was at some point, because this was a training exercise for the agent, we had to lie. They told us we had to lie sometime in there. They were like, "Don't tell us where. Don't tell us when. Don't tell us the question that you're going to lie about. Nothing. You tell the truth the whole way through because it's a real polygraph and at some point in there you need to lie." We were like, "Crap, okay. Okay, sounds good." I had this place. I was like, "I'm going to lie here. Here is where I'm going to lie." Mentally, you know it's coming up. The polygraph is going great. That spot started coming up and I was trying to keep myself cool knowing that I'm about to lie to an actual ... I think she either CIA or FBI ... An actual agent. I was like, "Crap, here it comes and I've got to be good at this." The lie comes up and it was something ridiculous like, "Are you affiliated with a terrorist organization?" Or, "Do you supply and create mass illegal drugs?" Or some ridiculous thing and I lied on it. The agent leans in, kind of like this slow breath, leans back out a little bit, squints, and then she asks the same question again, and I lied. She goes ... Then, she just moves on right next to the next question. I was like, "Oh my gosh, I just beat a polygraph machine. I just beat a polygraph machine. That's ridiculous." She believed it. What was funny was that she almost caught me. She almost got me. I'm a little sad that she didn't because it meant that I could go get interrogated and I was good enough that they never picked it up. I was like, "Crap, I want to go to the interrogation room. Come on, make it hard, coach." That happened. We walk out and I started thinking through because I went back to the rest of the people they brought with us. There was like 50 of us, 40 or 50 of us, something like that. There was only like one other person, two other people who actually beat it. Everybody else was caught. I was thinking like, "How interesting of all those tests, why did we beat it?" There's two reasons why... Number one, I realized that I had to put myself in the state of absolute apathy. There needed to be ... I literally had to care about nothing in the world. I literally had to care about nothing but myself. It was the weirdest feeling and sensation, almost out of body experience ever. Number one, I had to get in a state of apathy. No decision mattered, nothing matter. Number two, this was the hardest part and I almost messed it up; I had to believe the lie. I had to believe the lie... The first time she asked, I almost didn't make it. She almost caught me. I was like, "Crap, I have to actually believe that what I'm telling you right now is true." There was like this moment ... I only had a few seconds between each question each time she asked where I had to really dig down and actually believe the lie. I will tell you that that is one of the major reasons people are not successful. You're like, "Steven, what the heck does that have to do anything with it?" I'm telling you right now, or business in general, is most of the time is what ends up happening is there's really two sets of lies that go on inside a person's head. We just finished another FHAT event, as we call it, Funnel Hack-A-Thon, that's F-H-A-T, the F-Hat. Funnel Hack-A-Thon. It's three days, it's intense, there's now hundreds of hundreds of people that have gone through it that I've been able to take through, which has been a lot of fun. There's always two sets of lies that I always need to overcome in the person's brain. Even though they paid to be there. Even though they have some of the best information. Even though there's some of the greatest advantages, stuff I've never had. Huge stepping stones in their favor towards their success. This is true for anything you go do, anything that you go out and you try. Whenever you're trying to make money, whenever you're trying to go try a new sport, anything; there's always two sets of lies the individual has to over come inside their head. I've noticed it over, and over, and over, and over. It's the same things. When I'm on stage and I'm talking, and I'm speaking, and I'm going, and we're showing these different things, there's two different lies. If you can over come these two lies, it's going to be great for you. Number one, the first lie is a lie all about limits, internal limits. The lie basically says, "I can't. I am unable. I won't be able to. This something that won't work for me. It's great that it worked for you, it's not going to work for me." It's a set of internal "I can'ts", personal lies about the individual. It's limiting about your own self, about your own abilities, your own skills. You've got to understand that everybody feels that way. There's not reason to go and say, "Oh my gosh, there's no way I can get this done." Everybody felt like that at one time. I'm not saying you should not feel that. Those are feelings of inadequacy that can come to any person no matter how good you are. Even Madonna talks about a lot of the ... I actually really don't like her at all. I think she's dumb. I hate Madonna. What I think is fascinating is there is an article I heard about where she talks about the incredible, incredible self doubt that she goes through even before she's about to hit stage now when she's already successful. You know what I'm saying? I'm not telling you that limiting beliefs and lies about yourself are not going to happen. They're going to happen at every stage. It's going to happen. It doesn't matter how confident you act... It doesn't matter how sincere you act, how cool, and calm, and collected you are on the outside. Every person fights with a level of internal, "Hey, can I actually do this? Is this actually something inside of me that I'm able to accomplish?" Every person. There's no reason to be excluding because you feel that way. Every person goes through it. It's funny to watch. I'll always see ... We'll get through a big principle at the Funnel Hack-A-Thon event, right? Three days are going through and we've been on stage, we've been going for 18 hours, just on day two alone. It's an intense event. It's a lot of fun. We get a lot of things done with it. The two comma coaching events. I can always tell who's about to have that belief. I always need to crush it immediately. I'm not telling you to get into this motivated, "Blah, blah, blah," like la la land stuff. I'm telling you to expect that you will have those and understand that when you are, you've got to be self aware enough to realize that when you're experiencing that belief. Does that make sense? When you're experiencing the belief that there's no way I, personally, can get this done. "Steven, what does that have to do with business?" Everything. It has everything to do with business. Russell Bronson says there's a place now where the question and the problem is, "Who the heck to we funnel hack?" He's so far ahead of every person who's out there. The issue now is, who do we funnel hack? We don't know. The list is getting small because he is in the forefront. Who the heck are you modeling after now? You talk about internal beliefs he's got to completely battle and go over. I know that. We've got to go and say, "Hey, I'm at the forefront of this." This is something that no one's ever done and completely be able to take the risk that you could be dead wrong. You've got to be totally fine with that. You've got to be fine with that. That's the secret to getting over that lie. You need to be okay with the fact that you're totally going to fall flat on your face. 90 percent of the time that doesn't happen. There's some level of success that happens inside and you've got to learn to look at it and go, "Hey, look, I was successful here. I was successful there. This has been great because of x, y, and z." If you can learn to look at the good, it's not that you're shunning or acting like the bad doesn't exist or like the failure didn't happen. Know that it did. Learn from the failure. Also know that if you sit and you stew on it and you go, "Look, I'm not good at this. I'm not good at that. I'm not good at blah, blah, blah," you're never going to make it. It's that strong of a requirement. In order to be successful with any kind of business, anything. You guys know how freaked out I was just to launch this podcast, let alone the funnels put out in the world. It's a freaky experience sometimes. You're like, "Crap, this could go and fall dead on its face." I'm not telling you to go totally numb and be like, "Well, I don't care about anything." I'm not telling you to do what I did and go into a total state of apathy. That's not the right answer. You should care. You should be really freaking passionate. But to go and say, "Oh my gosh, it doesn't exist," or whatever, learn from the mistake. That's fine. There's so many times I see people, especially when I'm on stage, and it's coaching or whatever it is. Chatting with people, it's all about, "Oh, I don't want to mess up." You're gonna. "I don't want to fail." You're gonna. "I don't want to this. I don't want to that." Guess what? We all fell flat on our face. Do you know how many times we fail at click funnels? A lot and it's totally fine. We've all hit this place where we're like, "You know what? We're going to give it our best shot round one." When you launch your course, or when you launch your funnel, when you go and launch whatever it is you've got to be willing to be able to fail. That's how the success comes. You've got to be able to look at the failure and be like, "Okay, that's fine." You know what, it's not that I'm expecting it. I'm hoping it doesn't happen, but when it does, that's okay because I'll recover quickly. Boom, boom, boom, boom, boom. I'll recover fast and do my next reiteration and launch it immediately again. Boom, launch again, launch again, launch again, launch again, launch again, fail, launch again, fail, launch again, fail, boom. You go, and you go, and you go. The problem is that a lot of times the tying between each failure is so freaking long because we're trying to recover or we're trying to make sure it doesn't happen again or whatever. Who cares? Just go launch the thing. It's gonna fail. Just expect it to. Then, turn around and then you make the tweaks. Let the market tell you. You don't currently know everything that you need to to be successful. The market knows. You'll never know unless you launch something. Anyway, that's limiting belief number one. That was totally a rant. I hope that that makes sense. This is number two, though. Number one, the lie that people always experience when they're about to do anything business-wise is number one, is an internal based lie. "I can't. I won't be able to. I am unable." It's all about the ability of the individual. "I can't." The second kind of lie that I see that people will hit against is, it's external. "That can't work. That won't work. That isn't proven. That system's not correct. That funnel isn't good enough. That funnel isn't ... That business model. That product." You know what I mean? They make it external. What ends up happening is it becomes an excuse for them to anchor the fact that they haven't launched on those things. They go, "You know, I haven't launched yet. I haven't put those things out because of that. The market is bad." That was one of mine... My first time in real estate, I went around I put signs up all over the place. I got 300 people to call me in a single month, which is awesome. I was not a realtor. I was in the middle of college, like my second year. I had no idea what I was doing. All I was doing was trying to match sellers with buyers and take a cut in the middle. I was doing a double escrow close. It was a lot of fun. I really enjoyed it. I got seven contracts. Guess what? None of them closed. I got two multi-million dollar contracts, commercial real estate listings, and I knew how to get the deals at the time, but I had no idea how to close them though. For the longest time I blamed the market. Realizing, though, eventually that actually I wasn't good enough at selling the contracts that I was getting. I could get the contracts. I was good at that, but I was not good enough yet. One of the issues with ... The funny part about these two different lies is one is internal about the individual. The other is an external form. What's funny is usually the external lie is usually to cover up an internal insecurity. Does that make sense? "Hey, the market's not good." No, Steven was just really bad at selling the contracts he was getting. You know what I mean? He didn't know enough at that time. That sucks. That was really embarrassing. That actually was a very painful experience for me, professionally, to fail that hard after so many months of doing it. Finally, I just dropped all the contracts and I was done. I was like, "Ugh." Anyways, guys, those are two different kinds of lies. One of things that you can do best to hamper yourself is to believe lies. You've got to understand that those two different types of lies are really, really prominent and they will never stop. They're going to be something that pops up ... You know what's funny? I don't know if you guys watch the Funnel Hacker TV episodes, but there was one about me and my pump up songs. I was sitting in our sound booth. I'm about ready to get on a four hour coaching call and I got on these coaching calls, right? Before I do it though, holy crap, you guys. I take a little caffeine and I turn up the ... I turn up really heavy rock music and I have jam session every single time to get me jazzed up because I need to always make sure I'm in state so that I'm not ... It's like a repellent against any kind of lies. Especially, two kinds of lies. "I won't be able to do this coaching call well enough." That's not true. Number two, "What if this system fails?" Usually there's like seminars or something like that. Do you see what I'm saying? They will always pop up. Always. They're constantly there. Because they're constantly there, the noise that it creates often causes the individual to believe that it's true. It's not true at all. There's just opposition in everything. If you're doing great stuff, also understand that you're going to have crappy stuff that comes up at the same time. Equal intensities, equal strengths the whole way. That's okay. Expect it. Anyway, hopefully that's been helpful. Don't believe the lies. Believe that you can do it even though you might not know enough, that doesn't mean it's not possible. It's possible. It's possible. It's possible for me to go be amazing at this stuff. It's possible for me to go be successful. It's possible for the system that I'm building to work. It's possible for that funnel. It's possible for that market to want it. Does that makes sense? That kind of hope you build your whole foundation and business on is huge. There's a recurring thing. I hope it was okay. It's not necessarily an actual funnel strategy episode, but hopefully it's been helpful. Buddha once said that ... He said, "Your worst enemy cannot harm you as much as your own unguarded thoughts." That's from Buddha. I'll say it one more time. He said, Your worst enemy cannot harm you as much as your own unguarded thoughts." Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-billed sales funnel today.

money hollywood fbi loves boom speed cia chatting equal buddha mentally crap nsa sir dang larsen blah clickfunnels jason bourne hurry up polygraph steve larsen sales funnel radio fhat russell bronson funnel hacker tv funnel hackathon

"99 Yards Doth Not A Touchdown Make"

Play Episode Listen Later Sep 18, 2017 8:49

Russell’s thoughts as he enters the last phase of the viral video launch. In this podcast Russell is worn out and tired but he talks about finishing what he started even when he’s burned out. Here are some of the awesome insights you will hear in today’s episode: Who taught Russell the concept “99 yards doth not a touchdown make.” and what it means. What other circumstances Russell has used that quote to help him get through. And why it is so important to give it your all until you complete something, even when all you want to do is quit. So listen here to be inspired to keep going and moving forward and finish what you start. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today’s episode is called 99 yards doth not a touchdown make. Hey everybody, welcome again to the podcast. I’m glad to have you guys here. I’m doing this the day before the viral video launch. And if I’m completely honest, I feel like garbage. I didn’t want to get out of bed today, I didn’t want to move. To kind of give you some context of everything, everyone’s like, “oh you’re launching a video, that’s gotta be pretty easy. The Harmon Brothers did the video.” I’m like, “Yeah but there’s a lot of stuff on this side that happens.” Like we completely changed the entire online sales process. So new sales letters, new sales flow, everything, which when you see it, it’s pretty ninja. That alone is usually a couple week project to get it right, and so that’s been happening and doing that all this week. Number two is we rebuilt our whole onboarding process. You will see if you go to Clickfunnels.com and create an account, or if you just login as of tomorrow, you will see the whole onboarding process. We’ve got online game, we’ve got these video walk through’s. I think I recorded 150+ videos for the new walk through process. So we’ve been doing that and getting all that programmatically created. Plus all the videos and copy and things like that. Boom that’s number two. Then we’ve got the new online cookbook. We created a Funnel Hacker Cookbook, so that book is launching this week. That’d be a 350 pages cookbook. And then this week, I was like I need some training with this so we also happened to have had the FHAT event this week, it’s still happening. It’s a 3 day event where people come and we build out an entire webinar with them. So day one I spoke onstage with them for 3 hours, then went to lunch. Then after lunch I jumped in my office with a blank slide deck and power point and I ended up creating over the next 4 hours 222 slides for a presentation to teach the cookbook that night. Then I went and ate dinner. After dinner I got it up, I set up the entire kitchen with a bunch of Lego’s that you will see. Then we taught, I did a presentation for 2 ½ hours teaching how to use the cookbook, how it works with Lego’s and it was really cool, because we needed that training video. Then we took that and we’re chopping it up into 74 mini videos, which Brandon Fischer was doing all of it yesterday, which is crazy. And then we still had this live event. So yesterday, Steven was running the event, which was nice. So he ran the event all day. While he was running the event, I was working on the sales letter, the process and I realized that a bunch of the videos I had created for one purpose, for the onboarding, didn’t actually work for that thing. So I went and recorded 22 more videos yesterday for that. Recorded the videos plus had to work on all the other stuff. And then after that I had to run home, I’m a scout master, so I went to 11 year old scouts, taught the kids how to swim yesterday. Then I went back to the office and the FHAT event was still happening, and I got on stage from 9:00 to 12:30 at night, in the morning, teaching how to do the stack, which was awesome. And I was just like so tired. And then today is happening and I woke up and I’m just like, I’m dead. Hosting an event and then launching an event, launching a cookbook, we’re launching an onboarding process, new sales letter, new demo pages, plus all the marketing sequence and automation I still gotta create today. Then tonight I have my family pictures. Why? So I woke up today feeling like crap, I still feel like crap. I honestly, if I’m being completely honest, the last thing I want to do today is everything I’ve got to do today. But as I woke up this morning, I heard something ringing through my head. It was this quote I heard from a teacher, and it’s 99 yards doth not a touchdown make. The back story behind this, I went to BYU, Brigham Young University, my freshman year, I was a wrestler there. Towards the end of it I decided I was going to go serve a mission for my church, so I signed up for some missionary prep classes and my missionary prep teacher’s name was Randy Bott. He’s written three or four books on going on a mission and all that kind of stuff. He’s teaching the class and he’s talking about how for Mormon missionaries, you’re out for two years and you go through this whole process. And for two years you’re out knocking on doors, you call home on Mother’s Day and on Christmas, you don’t get to date girls, you don’t get to watch TV, you’re just out there for two years and it’s tough. I remember he gave this lesson one time and he titled this lesson, 99 yards doth not a touchdown make. He talked about how you go out there and you’re serving this thing for two years and he said that let’s say you served really good mission and the last four or five months you kind of just relax and take it easy and goof off or whatever. He’s like, if you do that, the destiny of your life will change because you decided to slack off. He said in a football game, you can work your butt off. Drive 99 yards all the way across the field, get to the one yard line and if you don’t kick that in, don’t cross the goal line, if you don’t make a touchdown you get zero points. It’s not like, oh well they did a really good job, we’ll give them three. No, you either make it or you don’t. 99 yards doth not a touchdown make, you gotta score a touchdown or you don’t get the points. That was kind of the moral of that lesson. And I remembered that as I was on my mission, especially toward the end when I was tired and I was ready to get home and I remembered that ringing through my head. 99 yards doth not a touchdown make, you’ve gotta get in the end zone, you’ve gotta finish this strong. So I did. I remember when I was wrestling, same thing. My senior year of wrestling, I was wrestling a guy, I think at the time he was ranked 7th in the country, and I went out there and I don’t think I was ranked at this time. I had lost some matches I shouldn’t have early, so I dropped out of the rankings. I’m wrestling this guy, and on paper I should not have beat him. I went out there and I remember wrestling him, and at first he came out really hard and strong and was beating me and then I came back and was fighting back, fighting back, fighting back and eventually I ended up tying him and we went into overtime, and in overtime the thought that rang through my head was 99 yards doth not a touchdown make. I have come all this way and killed myself. I cut weight, I didn’t eat for a week, I did all these things. The match I was fighting and fighting and fighting, if I lose now, if I stop now, it’s over. I can’t stop, can’t stop. I went out there and I remember in overtime I took him down and I remember jumping around like crazy. And the news was there, it was so cool. The news captured that, and that night it was on the nightly news showing me taking this guy down in overtime, it was awesome. It’s just interesting how that one phrase has helped me. Now I’m looking at today and I woke up and I just don’t want to do this. I want to go to bed, I’m tired and my nose is stuffed, I’m beat up. Today I’m going to go, I’ve got 5 or 6 hours to do and then I gotta get back onstage for two hours and present. When I get done with that, I gotta go home and get family pictures, then I’m going to come back…sorry, my nose is stuffed, as you can hear. I gotta come back and I’ll probably be here at the office until 2 or 3 in the morning tonight. Then tomorrow morning I wake up and gotta still do my presentation for tomorrow. Then we got 400 people coming and I gotta speak and entertain and I’m MC’ing the event. And Gary Vaynerchuk’s speaking, I’m speaking, the Harmon Brothers are speaking and then we’re going to launch the viral video and then from there we’re going to go down and play bubble soccer until like 10 o’clock at night. So tomorrow’s going to be tough too, but 99 yards doth not a touchdown make. I think a lot of times in business and other things, people work so hard and get so close to the end and then at the end they take their foot off the gas and then what could have been amazing, ends up being good or not anything at all. So for you guys, I want you to know first off, even I get burned out. Sometimes, like today, I don’t want to do this thing. The last thing on earth I want to do is turn this car off and walk in there, but I’m going to do it because I’m on the one yard line, and I know that the difference between champions and the people who aren’t, is this last piece, pushing it over the edge, getting it out. It’s the last execution where most people quit or they ease up or they step off the gas. Instead I’m going to step on the gas and we’re going to blow through thing and freaking make a touchdown. It’s going to be awesome. So that’s what’s happening today. Hopefully this gives you some motivation for those of you guys who are struggling or tired or worn out. I understand, I’ve been there. Push through the pain, you’re almost there, you’re on the one yard line, just get through it, just push to the end. 99 yards doth not a touchdown make, that last yard is the one that matters. So don’t give up, you’re almost there. I’m almost there. I’m almost there, you’re almost there, let’s do it together. Okay, I’m going inside you guys, have some fun. I’ll see you guys on the other line, I’ll see you guys in the end zone. Bye everybody.

christmas tv mother drive boom lego hosting mormon yards byu touchdowns brigham young university clickfunnels russell brunson marketing secrets doth harmon brothers fhat brandon fischer

"99 Yards Doth Not A Touchdown Make"

Play Episode Listen Later Sep 18, 2017 8:49

christmas tv mother drive boom lego hosting mormon yards byu touchdowns brigham young university clickfunnels russell brunson marketing secrets doth harmon brothers fhat brandon fischer

SFR 74: Publish! ...and get haters

Play Episode Listen Later Sep 12, 2017 18:37

WHEN To Interview, AND When NOT To... Oh, what's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. You guys, it has been seriously six weeks since I had personally done a podcast and I'm very excited for this episode actually. I hope you've been enjoying the last six episode. What I decided to do is that, you know, when we found out that oh my gosh, look, there's six different categories really that most businesses fit in. Almost all of them actually... I was like, "Why don't I go find someone who's killing it with internet sales funnels? Let me go find that person. Let me go interview them and go dive deep with them." Anyway, I hope that you've enjoyed it. If you've not had a chance to listen to each of them I would. What was coolest to think through especially as the interviewer, watch all of these similarities that everyone one of them was talking about. A lot of it had to do with just standard marketing principles, but then also the very specific ways of like, "Hey, this works only in this industry," or, "This works only in this industry." But what's funny, and the more I've talked with Russell and the more that I've learned from him, he's taught me in many aspects that a lot of the times some of the reasons why he goes and he crushes it so hard routinely, over and over and over and over again is because he will take tactics and use them cross-industry. There's a great book ... Oh my gosh, I can't remember the name of it. It's the story of the dude that was selling snake oil almost literally and he made tons of money and people found ... Ah, man, I can't remember the name of it. Crap, I should have found it before I started this episode, but basically what he's taught me is that hey look, one of the best ... And actually teaches that in the book too. Is that one of the best places to find the best working marketing tactics out there is actually inside of the medical industry, right? They've got weight loss, they've got different dieting, they've got liposuction, they've got procedures, they've got high ticket things, low ticket things, supplements, continuity. You know what I mean? They've got all this stuff just over and over and over again. There is so much money spent on having the best sales copy and the best advertorials, the best creatives, the best ... You know, so if you think about different ways to do funnel hacking it's not always just yes, go find somebody inside your industry who's killing it. Really red ocean. Funnel hack them and then take one step further, add your own piece into it and now you have a new niche, right? That's how you have a new opportunity. Well, one of the other ways you can protect the niche and protect your business is to start studying cross-industry tactics. That's one of the major reasons why I'm telling you. Even if it's one that you're like, "Hey, I did not think that at all I would get anything from that interview Steven did before," but my guess is that you will and that you'll learn something. Go, "Oh my gosh, if I was to take that from this industry and place it over here I wonder if it would work really well?" Now you'd be prepared it might flop, but it's also highly likely that you're gonna ... It's super fascinating to start thinking of it that way. Anyway, so go out and start trying to find different cross-industry tactics that you could be throwing in there. Now if you don't have a business yet, focus on the business. Focus on creating something. Get something out there. Start selling, start asking for people's credit cards... Don't get distracted by that when I'm telling you right here. But if you've got something up and you know how it sells, you figured out what you're selling and you figured out how to sell it, now it's time to start going cross-industry. Or maybe it is start going out and how can you create yourself to be more hard to beat, right? How can you create yourself even stiffer competition or stiffer for others to actually beat? Stronger marketing tactics, right? Make the offer even cooler. There's a whole bunch of different ways. That's actually part of a presentation I give elsewhere that I should maybe show you here and ways to protect your niche. But anyway, I recently, while I was in the middle of those interviews, I had somebody reach out. And it's always so funny to me the people that react on what I publish. It's hilarious. You always get people who love what you do and it's super fun to hear from them. I love that. It keeps you motivated. And then there's always people that reach out and you're like, "Did you get some kind of status by telling me how much you hated the last episode of something?" What was the motivation going on inside your head for why you felt you had to actually turn around and say, "Hey, that sucked." Or I don't know, when I knew it didn't. Or frankly I don't care. You know what I mean? If you're out there and you're starting to publish just understand it. I wanted to just tell you guys why I actually publish. Why I do this. Because a lot of you know I did not want to publish for a long time and I want you to know why you should be. I've written out several reasons here... I want you to know why you need to be publishing, because this individual reached out and they were like, "Look ..." They said, "Steven ..." Which I totally disagree with, but I see what they're saying too. They said, "Steven, you're so much better interviewing people and you're terrible by yourself." I was like, "Mmmm, that's a strong opinion. I can see that." But I want you to know why I interview and I want you to know why I will have ones where I just teach my own thoughts. I recently was sitting in a room with JLD, right? John Lee Dumas, Entrepreneur On Fire. Great guy. Do not take anything I'm about to say as a jab at him. Understand that it is completely out of a positioning move of what I'm about to say. I listened to him teach on stage and the man is amazing. He's done how many thousand interviews literally. That's his whole model. He interviews people like crazy, right? Like Letterman. You know, David Letterman. He just interviews. The interview and the interview and the interview and the interview and the interview and the interview. And that's it, and I don't know any of his personal thoughts. While he was talking I had the very, very distinct thought pop into my head. I was like, "You know what's interesting ...?" Because he started doing Q and A and every single one of the questions that was coming to him all had to do on how he podcasts. None of the questions had anything to do about business or marketing. It was all about, "Hey, how the heck do you pull off recording that many interviews? Oh my gosh. Hey, how on earth are you able to get it done?" And I'm not taking jabs at him. What he's done is fabulous. It's amazing. He's made obviously a huge name for himself, but when Russell stands up, who also has a podcast, who publishes in many places, people know very well who he is. People don't ask him how he podcasts. Meaning he'll get that question, but it's not the main topic... People don't ask me, "Steven, how do you podcast?" They ask that, but it's not the main topic. They ask me, "Steven, how did you build that funnel that made X number of dollars and broke records?" Or you know what I mean? That's more the type of question that I get. I don't get questions about ... I mean more than two or three that I've had that has spurred a few podcast episodes where I teach you how I do my podcasts and how I publish, but I positioned myself as wanting ... You know, I want people to know that I'm in a unique spot where literally all day, every day I'm building stuff in click funnels in different industries and get to see cool places. You know, "Hey, this works well here. This works well there. This doesn't work well here." That's a unique place to be in and I was like, "That's a unique place to be in." And I was like, "That's a unique positioning." I don't want to do interview after interview after interview where suddenly I become the guy who is just the interviewer. Right? And so start think ... I want you to go publish. It will change your life... Give yourself one year to publish. Even just do a bare minimum once a week and I promise you your life and your situation and your trajectory will be in a different spot because of publishing. It helps you figure out your craft. And you know what? That person was right. Especially at the beginning of my podcast show. You can go back and listen to them. They're not that amazing. Like what I am saying is good, how I'm saying it, my delivery, me, my message, my polarity, my attractive character wasn't that good and I know that, and Russell knows that and everyone who listens to it knows that. But the reason that I podcast and the reason that I do it is because it made me better. I've been doing this over a year now, which I'm very proud of. I had some great episodes, had some ones that probably aren't that amazing, but the reason that I podcast and the reason that I do a few shows ... Yeah right, kind of sporadic in between. There was a season there where I kind of didn't do many interviews, but I like to sprinkle them throughout and I've got some great interviews coming up for you guys... Oh my gosh, it's so freakin awesome. I got some good ones coming up for you, but the reason I do is because I find my own voice by doing this and one of the biggest issues that we find why people are not being successful ... I'm about to go run a FHAT event tomorrow for three days. Why can I stand up ... And I'm not saying that I'm as good as Russell or I'm not trying to compare myself to him, but how can Russell Brunson let a guy ... Again, I'm not tooting my own horn, but just think about this. I'm not drinking my own Kool-Aid. I'm very, very aware of that. Just think with me through this on the process. How is it on earth that the CEO of ClickFunnels, guy like Russell Brunson, could let a guy like Steve Larsen stand up on his stage for three straight days and teach in his place? Well, it's because I've been practicing my own voice, right? I figured out my message, I figured out those things. There's a piece of value I can now give and at the beginning when I was publishing I didn't have those things, so I went and I interviewed and I found my voice along the way and it got stronger and stronger and it still does get stronger and more intense. The power of publishing is ridiculous. It's amazing. If you think of it, it's almost like ... A lot of you guys know I like to backpack a lot. I love being out in the mountains. There's something about it. I think it's ... For whatever reason it's very, like, a combination of calming to the nerves but also I feel like there's a lot of great meditation, things like that, you can do. I actually don't really know how to meditate, but I like the quiet and maybe that's close enough. I like the quiet and I like to think while it's quiet and dream and things like that. You know what I mean? And have my own little visions on where I want to be and things like ... Like that's cool. I really enjoy that, but just thinking about that, any time there's ever been a trail ... You know, I've done a lot of high altitude backpacking where the oxygen is so thin the trees can't grow. You know, like the super, super high mountains. I love that stuff. It's extreme, it's hard, it's very challenging, it's very taxing on the body. It's fun to go through something like that. Well every time ... And you might laugh and go ... Anyway, let me finish that. Every time we go climb a mountain, if there are moments where there's no trail ... Which might shock you. There's a lot of moments, especially high altitude where there's not a lot of people, humans, that have been up there like ever. You know what I mean? Not a lot of humans have gone in some of the places I've been, which is really, really fun. There is not enough feet that have hit the ground to create a trail, you know what I mean? And it's way harder to climb or it's a lot harder. I got to be more careful. The footing is different, it's more loose. It can be more scary, and so when you're climbing up these mountains and you're doing this stuff, when there is a trail it's so much easier. Think of every episode that you publish like a brick and you lay that brick and you put it down there and just like ... It just popped in my head. Just like Will Smith says, "You lay that brick as perfectly as a brick can be laid." And you put it out there as best as you know how, and you just focus on that one. Not on the whole road, not on the whole trail. I've never actually hiked a mountain where there's a brick trail, but just for the analogy. Okay, then there's another brick. Now you need to lay that brick as perfectly as that ... You know, and that's like another episode or another content piece or you've published something or whatever it is. Another communication piece has gone out there. And you do it as perfectly as you can and you do the next one as perfectly as you can. Pretty soon you have a road. Does that make sense? And it's easier for people to climb your mountain as you, the guru, on the mountain. Does that make sense? It's easier for people to approach you when you have tons of episodes and you have tons of stuff published. That stuff doesn't go away. Do you know the SEO power behind the stuff that I've made with that? That's the reason that I do it. Anyway, that's just part of the reason I just wanted to share that with you that I interview people because of the ridiculous value. I know I'm not an expert in everything or barely even in one, you know? And so I go find people who got great stories and I have them share their experience. Stuff that would take me their lifetime to learn also. I just got my own, so I go interview like crazy, which is super fun. Usually I'll batch interview and I'll get tons of interviews done at once and I'll just kind of drip-release them out. And then there are moments when I'm like, "Hey, you know what? There's a cool thing that I just learned about X, Y, and Z and you know what? It has everything to do with funnel building. Why don't I just share it with you?" You know, right? It's just my episodes of myself. Everyone that you put out there is kind of like a brick and guys, ah, it has helped ... Someone could have a great, new offer. They can have a great, new opportunity. They could have a cause, but if they don't have the charismatic leader, which is heavily dependent on finding your voice. If they don't have that last aspect it is very challenging to create a mass movement. It's very challenging to create a brand. You got someone super boring? I don't care... Guys, stereotypically in College, professors, they know a lot of crap, right? But a lot of times a lot of them are really boring, right? They're bored of their own message. They don't have the attractive character or charismatic leader and the ones that have that are the ones that really make you turn into a new person, right? Or challenge you or whatever it is. Anyways, it helps you find your voice and the last part here is the revenue that a podcast can generate is insane, right? Last year I had a single product generate 50 Grand, a lot of which was kin or a lot of it came from the podcast. There's no ad spend. People found out because of this. Podcast listeners are typically buyers. They're action-takers. They're the kind of people who are doing things when they're out and about, right? They're listening to things when they're out and about. They're proactive people. They're not the kind of people who sit around and watch TV all day. YouTube audiences aren't really like that. Podcasters are, right? Facebook people, they're not usually like that also. They're kind of there for distraction and for entertainment. Podcasters though? If you're listening to this podcast I know already that you're the kind of person who has dreams and goals and aspirations. You're trying to do something with your life and you don't give a crap if someone else is trying to make fun of you about it. Does that make sense? That's the people I want to hang out with, so that's why I chose podcasting, okay? The revenue that comes from it is crazy. You'll find your voice, you'll become better, you will figure out your own craft. I can't think of a stupid reason or a bad reason to publish. Just know that when you get out there and you start publishing, you're going to get haters. It's stupid. I don't know why. What the heck else are they doing in their day? I have no idea, but that's why I publish and I want you guys to know that and if you feel awkward ... I feel so, so excited and so happy. I've had I think at least four people that I know who've at least told me that because I said, "Hey, go podcast, go podcast, Sir," or whatever it is. "Go publish." Whatever it is that you love doing. They've starter their own show or their own channel or whatever. They've started their own publishing venue and because of it they've made money. Episode two, you know what I mean? Lots of it. Life-changing amounts and not just like one person that I know of. It happens over and over and over again. Publishing brings an insane amount of authority behind it. Anyway, it's getting late. I got to go to bed. I got the fad event, which if you don't know what that is, it is a three-day event where basically we help you write out your entire webinar script. We build the webinar funnel, we help you create a new opportunity, the attractive character. I mean every piece you can imagine. We have had many people ... We actually really only started doing this back in February, but that was kind of just to a closed-group. Publicly we've only been doing it for four months. We've had several people make well over a million dollars from that event alone, so I'm excited. It's always a fun group to go to and it's part of the Two Comma Club coaching program that I'm the head coach for, which is awesome. Super fun. I really enjoy that program. Love hanging out with those people, but I got to go to bed because it starts at few hours and I'm going to be on stage for couple times for like 18 straight hours, so they're long days. Super fun, but anyway, great stuff. Anyways, guys, hope you're doing awesome and if you want to be interviewed on my podcast I want you to go to salesfunnelradio.com. I'll be updating that site soon. I'll be updating all the stuff I've been doing shortly, but I'm a little bit busy. But go to salesfunnelradio.com, scroll down and click on the green button on the right and it will record a voicemail straight off your browser right to me. And, you know, sell yourself. Pitch yourself. Tell me your story. Tell me what it is that you do. I'd love to get more stories and such on here. I've got already a kind of a waiting list, but it's exciting. Not even a month ago we're at 50,000 downloads. We're already past 62,000. It's only been a few weeks. I appreciate all you guys. You guys are all awesome and just go make a lot of noise, okay? Whether it's publishing or whatever it is and know that you'll get a little backlash from it, but who cares? Whatever. Alright 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 funnels for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.

SFR 64: Interview - Alison Prince's $1,000,000 Selling PILLOWCASE'S

Play Episode Listen Later Jul 4, 2017 54:53

The Story Behind Alison's Ecommerce Empire... Stephen Larsen: Hey everybody, this is Steve Larsen, and welcome to a very special episode of 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 funnel. Now, here's your host, Steve Larson. Stephen Larsen: All right you guys. Hey, this is exciting. You know, for me I'm just selfishly wanting to talk to, in my opinion, one of the coolest people that is out there. One of the most inspiring stories. Doing exactly what they love. I'm just excited that I hit the record button and you guys get to listen in. There's a lot that I feel like I could learn from this person. I haven't done an interview in a very long time, and I'm excited to bring on just a complete rock star. Everybody, this is Alison Prince. Alison, how you doing? Alison Prince: Good. I'm so excited to be here. Thanks for having me. Stephen Larsen: Yeah. You've been running the, let's see, Pick a Plum and Because I Can Clan for a while now, right? Alison Prince: I have. I actually own seven businesses, Stephen. Stephen Larsen: Oh really? Don't tell Russell. Alison Prince: I know. I'm a little bit of a serial entrepreneur. Stephen Larsen: We get that. That's cool. What's your most favorite one right now that you're doing? Alison Prince: Do you know, it's actually the Because I Can Clan. Stephen Larsen: Oh really? That's your most recent one, isn't it? Alison Prince: It is. I launched that right after I joined the Inner Circle. Launched it in about March, officially in March. Stephen Larsen: That's awesome. Just for everyone listening, the first time I ever met Alison is actually, actually do you want to tell everyone how you got into the Inner Circle? I think it's hilarious. Alison Prince: Yeah. I hope I don't get in trouble for it, though. Stephen Larsen: No. It'll be awesome. Alison Prince: I own a blog called How Doe She? I've been running that for almost eight years, which is crazy. We're always trying to learn, always trying to figure out new ways to do affiliate type promotions on the blog. I went to an affiliate conference, it was actually down in Las Vegas. When I got there, it was not the conference that I signed up for. I went to the classes. The classes, I swear, every single speaker was drunk, or it was totally a click bait class. The title was one thing and then what they spoke on was totally different. I'm like, where am I? I saw Click Funnel and I'm like, oh I wonder if this will really help my business? I went and I listened to Russell, and his title was exactly what he spoke about. He wasn't drunk. I really appreciated the honesty from the title. His pitch, the way he presented himself, I was just super impressed with it. Then what, two weeks later I had joined the Inner Circle. From just figuring out who Russell Brunson was, two weeks later, joined the Inner Circle because I knew he was good. I knew his message was good. I knew he was honest, and so I just jumped in with both feet. Stephen Larsen: That's awesome. I mean, it was literally, what, two weeks later you were at the Funnel Hackathon event, the FHAT event. Alison Prince: Yes, which was a wild ride. Stephen Larsen: Yeah, and you stood up and you were talking and stuff. It's funny because you introduced yourself and your story. I remember, I mean it's an intense three days. In the back office though, like back in Russell's office, he and I were both like, "Have you met that Alison lady? Oh my gosh, she's so cool. Where does she come from? Where are more people like that?" When we see you as an individual, and you as a person and the things that you're doing, you just seem like the kind of person that is 100% truly genuine and there and happy. You're present in the moment, and it makes people wonder, "Who is this lady? How is she doing what she's doing and why am I not doing that?" It's really cool. We talked all about ... Don't think, yeah, we were talking all about you. It's really easy. Alison Prince: Go for it. Lots of people do. I don't care. Stephen Larsen: Yeah. It's really easy to see just that you absolutely love what you do. It's super unique, it's extremely inspiring. You've got the family side down and the business side down, it seems like. You're traveling. Anyways. Alison Prince: Yeah. Well there is. Okay, so I've been over to Thailand for the last three weeks. I have severe jet lag right now. I took my whole family over there. We were out there for three weeks doing service projects. Why? Because we can... I decided, I've been able to do this and I have lived my dream life. Now it's time to help others live their dream life too. This is, we have so many opportunities here in America. The education, like on YouTube University, everything that Russell gives. Stephen, your podcast is absolutely amazing. We have so much information to change our lives. I decided to start the Because I Can Clan, because we can. We can change our lives. We can do the things of the dreams that we want to, and be in the moment. Have the family. I mean, I have four kids and we're over Thailand. Like real severe poverty, helping those kids, trying to help them change their lives. We were able to do some job training over there too. It was just, I don't know, there's just so much opportunity, so much excitement out there, to be able to live how you want to. Because it's just, it's there. There's so much out there right now. Stephen Larsen: It's so true. Before I hit the record button everyone, we were talking and you were saying, "It seems lik you and Russell don't sleep." That's so true. It's the exact same reason. It's funny, all these things that we learn and we go do, it's fun, but there's also a bit of a mantle that comes with it, it sometimes feels like. You have a responsibility, in my opinion, to go out and help other people know that you know how to do. Anyway, I'm just completely in agreeance of what you're saying. It's so real and tangible. When you start getting to these levels of various success, that you've got to turn around. I believe and it sounds like you do too, that there's a little bit of a responsibility to turn around and kind of just help humanity, help the other guy who's still struggling. Alison Prince: Yeah. Then I think it's ... Okay, so let's go back. I think it might be a little bit of selfishness too, because when you serve, you feel so good. If you can create a business around serving, it just fulfills you. In the mornings when you get up, it's not hard to get up at five, six in the morning, and you're so excited to get to work. You don't feel like you're working. It's just this beautiful thing that goes together, where you're actually having fun every single day, doing what you love. Then going to bed at night knowing that you did ... I don't know, you're just happy. It just fulfills, it fulfills me... Stephen Larsen: That's so fun. That's so cool. Yeah. I love what I do for people. My wife always makes fun of me. She's like, "How come you get kind of awkward every time someone asks you what you do?" I'm like, well because I don't know what to say sometimes. How much time do they have? Alison Prince: So true. Stephen Larsen: I want to just tell them everything, and they'll run away from me from that. I am extremely interested, my sister, my brother, lots of my close family and friends actually follow you very closely, and what you do. They're incredibly inspired by it. I just wanted to ask, did you always want to have your own business? Is this something you stumbled into? Is it something you created out of a side necessity? You know what I mean? What really put you into that? Alison Prince: Okay. I went to college and I was a junior high teacher, if you can believe that. Stephen Larsen: Wow. I had no idea. Alison Prince: I loved those kids. We laughed, or I laughed at them, every single day. Imagine, I don't know, 300 eighth graders that you got to see every single day. They were just a ball of energy. I know some people it's like their worst nightmare, but I love, we had so much fun together. We would do pumpkin chucking contests. Then we would sit in shopping carts for the mass equals acceleration times whatever. I forgot. It's all physics stuff. We'd put a kid in a shopping cart, push them down the hallway to see if they would go faster if someone was in the shopping cart, out of the shopping cart. We had so much fun learning. Stephen Larsen: That's awesome. Alison Prince: Then I got my first paycheck. Stephen, it was like a slap in the face. Because they handed me my paycheck and they said, "Oh, by the way, you qualify for food stamps." I was like, "Wait, what? No, I studied math and science for four years in college. What do you mean I get food stamps?" They're like, "Yup, welcome to being a teacher." You know, I should have done the research beforehand, but when you're young you don't really think about money until you start having children and your husband's going to school full time and you have real bills. I started a little tutoring business on the side. I could tutor one to two kids a night, but I had a baby at home. My husband was going to school full time and I just couldn't get enough tutoring hours in. Then I started hiring people. Hired them for $15 an hour but charged $20 an hour, so I made an additional $5. Then I ended up hiring about four teachers, and so I was making as much money, not actually having to go and work those two hours. I'm like, oh my gosh, what is this? That's when the entrepreneur bug bit, as I figured out how I could free up my time by hiring other people to be able to grow a business, or to be able to work on the things that made me happy. I haven't stopped since. Stephen Larsen: That's amazing. What eventually made you leave that? I really wanted to be a tenth grade history teacher for a long time. That was actually my dream for a long time. That's the first time all you guys on this podcast have heard that. I really love history. I love war stories. I love all that stuff. It was the exact same thing you just said, it was the paycheck that kept me from doing any of that. What eventually made you leave that altogether? Alison Prince: Well, we moved to Oklahoma. My husband got accepted to school out there. The pay was $10,000 less than the pay in Utah, if you can even imagine that. Then I was pregnant with my second child. We were on food stamps, state support, and I was working a ton as a teacher. I'm like, this is just, this isn't right. This isn't right... I don't want to be on state assistance. I've gone to college. My husband's going to college. I became a realtor at that point. I had to stop the tutoring business because, this is going to tell you how old I am, but the internet really wasn't up and going at that point. It was hard to do a business out of state, so I became a realtor during the boom. I made $60,000 working part-time. Was able to get off all the assistance, be able to support, help pay for my husband's college. Through that, real estate, I was helping new buyers and so I was still educating. I was still getting that fulfillment of educating people, but it was just in a different area. I was helping new home buyers find their first home, and it was awesome. Then that just led to the next business and then the next business. Then eventually it rolled around into How Does She, which is the blog. I call it my playground, where I get to learn how the internet works, how to grow Facebook. We actually grew our Facebook page to two million followers organically. Stephen Larsen: That's huge. Alison Prince: I know. We just hit two million like two weeks ago. We did it in about two years, so we're pretty excited about that. I get to learn and play. Now I started the Because I Can Clan, helping others be able to do the entrepreneur side of things, to be able to change their lives. To be able to, if they are teachers and they need extra money, there's a way to do it where it doesn't eat all your time. There's a way to do it to be able to bring in that extra income. Stephen Larsen: Yeah. I know everyone's situations are different, especially the guys that are listening out there. Everyone's coming from different backgrounds, so obviously take what I'll say with a grain of salt here. I remember the exact same thing, when we were in college and all this stuff. When we were first starting out, we had to take loans. We had to get all the assistance and stuff. I could not help but fight this incredibly huge feeling that I was just cheating, and I needed to go create a business. That's one of the major reasons I started doing that also. You're heavily involved though, right now in eCommerce, right? Alison Prince: Yes. Stephen Larsen: Big, big, big. Alison Prince: Yeah, when I started the blog, with How Does She, we would do posts. They were creative posts, like how to make this or how to make that. Then people would say, "Where do you get your products from?" I was sending them to Home Depot. I was sending them to Michael's Crafts. Then one day I was like, "Why am I not sending them to me? Why am I sending them to these other stores? Why don't I set up like an eCommerce store?" I started a business called Pick Your Plum, and sold out the very first day. What it was is, it was a daily deal site and I would have one product up every single day. The very first day, put up my product, sold out. Second day, sold out. Third day, didn't sell any. I'm like, dang it, is this the right thing? Then grew it into a huge business within two years, just by sending people over. It was just one product a day. Now it's about 70, 80 products a day. In the beginning it was just one product a day. I had never done eCommerce before. Then we would sell out so fast, and a lot of our American distributors, they would run out of the product for us. I got on an airplane, went over to China, and started finding manufacturers. I don't know any Chinese. I have never been to China. I've never taken a business class, Stephen, ever. Stephen Larsen: They're overrated. Off the record, they're totally overrated. I learn more from books. It's all good. Alison Prince: Yup. I learned more from doing and getting on that plane to China, than I ever could have in a classroom. It was scary. I had four kids at the time. My sweet husband was here and I'm like, "I'm going to China." He's like, "Okay." It's not just like going to the mall and getting products. Stephen Larsen: No. Alison Prince: It's crazy across the world. Yeah, got on a plane, went and found manufacturers. Then started to learn how to import. Did I make mistakes? Oh yes I did. Did I learn from it and created a successful business from it? Absolutely. It was well worth that. Stephen Larsen: Yeah, I remember, okay one of the most recent things that I've heard of that you've done is, you sold pillowcases. Alison Prince: Mm-hmm (affirmative). Stephen Larsen: First of all, how did you choose pillowcases out of every product that was out there? Alison Prince: Okay, so let me back up a little bit and tell you a little bit more about the story. Stephen Larsen: I would love that, yeah. Alison Prince: My daughters, they were sleeping in and just, they were 10 and 13 at the time. This is when I'm running How Does She, when I'm running Pick Your Plum. The girls, they were just being teenagers, and they were tired and sleeping in till 10. My husband and I were like, we don't want to raise children that are lazy. They were just trying to figure out what they wanted. What we did is we said, "You guys have three options. You can move out of the house." Which of course, we didn't want them to move out of the house. "You can do more chores, which we're going to start at seven o'clock in the morning on a Saturday morning. Or you can start a business. Which of those three choices would you want to do?" Of course, they were like, "We want to start a business." Stephen Larsen: Cool. Alison Prince: What they did is they started this business. I gave them some resources, but I really wanted them to try and to test it, because I didn't want to be holding their hand the whole time. They needed to learn this journey. Then you're not going to believe this, but in nine months, just nine months, they sold over $100,000. Stephen Larsen: That's crazy. Alison Prince: $100,000. Makayla, she was in junior high at the time, she would come home crying because she couldn't get her locker open. I'm like, "Don't worry honey, you just sold $5000 today. You can pay someone to open up your locker for you." Stephen Larsen: A 10 and a 13 year old, $100,000 a year. Alison Prince: 10 and a 13 year old, yeah. Yes, they sold over $100,000 in nine months. I was like, okay, if these girls can do it, other people can do it. Then I of course went to my sister. You got to test it, right? Done it with my girls, so I went to my sister and I'm like, "Hey, let's try something." She needed something at the time because she needed a new roof. There was just a lot going on in her life. She was budgeting and going to garage sales and just didn't have a ton of money to buy this roof that she needed. She went through this whole thing and she sold $129,000 in nine months. Apparently she wanted to outdo the girls. Stephen Larsen: New roof. Alison Prince: Got her new roof, yeah, it was pretty exciting. People have said, "Alison, well that's cool you've done it, and it's probably because you have these platforms." I'm not going to lie, How Does She has a great following of two million people. When the girls started, it wasn't that big of a number. People have said, "Alison, of course you can do it. You have these huge social media platforms." This goes to the pillowcases. I build a business to prove that you don't need to have this huge social media following to be successful. I went out and I found that pillowcases, yeah, like the lamest, boring product, were trending. That's the rule, secret number one, the rule to success is just sell what other people are buying. If people are buying it, just put it in front of them. You don't have to go out and have this huge, crazy shark tank idea. We went and we built this little pillowcase business. In 24 months we sold over a million dollars in pillowcases. Stephen Larsen: That is insane. Alison Prince: Yeah, and it was to prove that you don't have to have this big, huge social media following. On that pillowcase business, there's only like 55 Facebook followers. It's my sister and my brother, and I guarantee you they did not buy $1.1 million in pillowcases. Promise. Stephen Larsen: Now my brother and my sister, they've all gone through your course. They love your course. They talk about you all the time. Alison Prince: Yay, good. Stephen Larsen: Yeah, they just really, really love it, all the value you put out there too, and showing people how you do it. Their biggest question afterward though, and I was wondering if I could ask you here. Alison Prince: Put me on the spot. Stephen Larsen: Was, what are some of the methods you use to go find what people are buying? Alison Prince: I've actually built, and I go through it step by step in the course, so maybe I just need to point them to that again. You go and you, like there are specific sites that I look at to see what's trending. I check it almost every single day, except of course when I was in Thailand, because you couldn't get the internet half the time. The internet is so amazing and so beautiful, and it just, it literally spoon feeds you the information. You just have to know where to find it, and be receptive to it. Stephen Larsen: Oh that's so true. Yeah. Alison Prince: Once you know how to find the #trending on specific sites, then you just see what's selling. Then you go, and you don't copy their idea, I want to put that out there. You don't copy, like if they've got a specific branded product, you don't copy it, but there's so many commodity products out there. My girls, they didn't come up with some new crazy idea. You want to know what they sold? Did I already tell you what they sold? Stephen Larsen: No, I don't think so. Alison Prince: They sold scarves, Stephen. Scarves. Stephen Larsen: $100,000 with scarves. I told Russell the other day, if there's another like 12 year old that makes a million bucks, so help me, because it's ridiculous. The formulas are all out there everybody, for you to actually just make money. Alison Prince: It is. Stephen Larsen: You really just have to look around. The market will always tell you what you need to sell. I always tell people, the creativity that you need in order to make a lot of money is actually not inside of you. You don't have it or you don't possess it. All you do is you look around at everything that's around you, and you look at the market through some of the ways Alison's talking about. There's these ways you can test and see before you jump in, and before it's scary and you might lose your shirt. The market will always tell you what to sell, it's not inside of you to know. Alison Prince: You don't invest a lot of money, I love that you said that. The girls, they didn't put in like $16,000. No. They bought some from California, and then they just tested it. We probably, I don't know, put in maybe like $100 to $200 to see if they would even sell, and they sold out very fast so we knew we had something. Then we invested more, and then we invested more. Don't risk your whole life savings, you don't need to. That's crazy Stephen. I have sold so many products, and to this day I still won't invest huge money into stuff until I tested it. You don't need to. Test it first. Stephen Larsen: Yeah, 100%. I'm in the middle of doing that with my own thing. Just this small, little $100 thing, and it's been running for a long time. Finally, I feel like, all right, that's been tested to death, I think that I can actually jump full in on this other thing. It's been a lot of fun to do that. The testing is so key. Everybody dreams, I feel like. We get caught in this, it's totally the shark tank mentality. I need to sell something that's big and unique and crazy. I call it product big bang theory, where it's just boom, this big massive idea that no one's ever heard of before. The problem is that no one ever wants that stuff. They think they do. It's really product evolution. You're just finding other things that are selling and you add little tweaks to them, and go blow it up. Alison Prince: Yup. Stephen Larsen: This is Sales Funnel Radio. Which funnel do you use to sell that stuff? Alison Prince: Okay, so you have to remember that I just started ClickFunnels in March. Stephen Larson: You're a pro. Alison Prince: From February until June, I have been out of the country for two of the months. It has been insane and crazy, crazy stuff. I did a freemium funnel, and honestly the freemium funnel didn't convert as much as the 4.99 funnel did. Stephen Larsen: Wow. Alison Prince: I know, it's kind of crazy, right? The scarves, this was done before I knew about Click Funnels, the scarves, so we just did it on a basic shopping cart website. We did a freemium offer then, did amazing. We did three free scarves with the shipping, and then shipping and handling, and they did amazing. We did a lot of those. It did really well. I've noticed that in the community that I am in, I work with a lot of bloggers. I work with a lot of marketplaces. The freemium offer isn't converting as well. I think people are a little scared of it. They've been burnt by it. It's too good to be true. If we can just give them a really good deal, let's say we do the pillowcases for like two for 24, that goes like wildfire, with free shipping. Because it's an offer, and what you and Russell both talk about is give them an option, give them an offer they cannot turn down. Two for 24 with free shipping on these pillowcases, people eat it up. What we've been doing is we've been putting a lot of funnels in place that just really focus on one item, and one really good offer, which you guys of course talk about nonstop. That's it. Stephen, all we have to do is just listen to you guys and do it, and it works. Stephen Larsen: I'm paying her to say that everybody. Alison Prince: No, but it is so true. We over complicate things. We just need to keep things simple, and listen. It works. It's just super, we overthink things, we over complicate things as human beings. I know when I built my course out, I was over complicating things like crazy. Stephen, like I asked you some questions and you're like, "Simple Alison. Keep it simple." It converted so much better than when it was complicated... Stephen Larsen: That's awesome. Alison Prince: Props to you. Stephen Larsen: Thank you very much. You know, it's funny, most people, they tend to think, "Well Alison right now, she's talking about eCommerce and I'm over here in info products. That's completely different so I must need to disregard all of the things that she's saying." Or, "I'm doing this over here." Guys, it's all the same. It's human psychology. These sales processes, the way you create offers and you put it all together, it's the same thing across the board. It doesn't matter if you're selling physical, digital, any kind of info product business, a service based professional service, like you're a dentist or something. It's all the same. Alison Prince: It really is. Stephen Larsen: You just have to think what part your business fits in that model, and then go fill the gaps and it starts to come together. That being said, how did you think up an offer that they can't turn down? That's interesting. Alison Prince: I just asked them. Stephen Larsen: It can't be that simple. Alison Prince: It is that simple. You put it out there, and if nobody buys, no one pulls out their wallet, you know your offer stinks. You don't take it personally. You just say, okay, let me come up with another offer. I was on Facebook the other day, of course, and I wish I can remember the quote. Someone was saying, the reason why he's successful is because he just puts out offers. The more offers he puts out, the better he does. You take your product and you put out an offer. If it doesn't do well, okay, not a big deal, redo it and then test it again, and test it again and test it again. We need to be testing things constantly, until we can nail it. Then once we nail it, then of course we scale it, we grow it as big as we can. To put out a Facebook offer, that doesn't cost a lot of money. If you've got a good following, it doesn't really cost anything to just test it. You put out an offer, you put $5 in. If someone bites, oh take it. Tweak it just a little bit... See if you can get two people to buy off of it. I think that's what people think, they put out an offer and if nobody buys they're like, "Oh, my product stinks." Or, "Oh, I'm not good enough." When that's not the case at all. It's they just need to tweak it and try it again. I mean you're an entrepreneur, you know this. The only way you fail as an entrepreneur is when you stop. That's when you fail right there, is when you stop. Stephen Larsen: You know it's funny, two or three days ago Russell and I were at the office still, it was 1:30 in the morning, as men do. Alison Prince: Are you sleeping at the office too? I know Russell is. On a cot or something. Stephen Larsen: Not always by choice. Sometimes I just fall asleep there. We got this big cot there and a tent right now. It's funny. Alison Prince: You know, okay a little, another pitch. Seriously, I am so grateful for you guys. All of the information that you give makes my life so much easier, so thank you for not ever sleeping, just for Alison Prince. Stephen Larsen: Oh thank you very much. We have a lot of fun doing it. It's very, very fun. Alison Prince: That does not go unnoticed. I am seriously very, very grateful for everything you guys produce and put out there. Stephen Larsen: That's much appreciated, very much. We were talking a few days ago. He and I, for some reason, we both got on this big rant. We had been working super hard on these things, trying to relaunch and tweak and fix. Exactly what you're saying, what's the problem with this one? All right, let's go fix it. Just relaunch, relaunch. We both got on this topic, how did we both get started? He started going through his journey with me, and luckily we flipped the camera on, so it's going to be an episode here soon. It's really cool. He was walking through all the different products and all the sites and all the things that he had put out there. The ones that worked and the ones that didn't. I started doing the same thing, and it was really fun. He asked me, he was like, "When did it finally click for you?" I said, "It finally clicked for me when I realized that products and offers are not the same thing." For years, I had been selling products, and that's why I was failing, because I was the exact same as the other guy. When I created an offer out of it and I made it this awesome thing, and you get this and this, or you get this and an info product, or whatever it is. I started bundling and creating offers. That's honestly when it blew up for me. He said, "Yeah, for me what I've noticed is that it's the people who are obsessed with the marketing who always make the money. But the people who are obsessed with the money never make the money." It's totally about the marketing part of it and creating the offers. Anyway, I thought that was interesting you just said that. Alison Prince: It is. It is like, I call it the vision. How do you put together a product that's going to inspire people? On Pick Your Plum, it's a lot of like commodity, it's a product based site. I've never sold a product on Pick Your Plum. I sell the vision. One of my examples is, this is crazy, but when we first got started there wasn't a lot of money. I went out to my backyard. I found these blocks of wood. What I did is I decorated them with some stuff and made them cute, made them into ornaments for Christmas trees. Made them into block kits for kids, stuff like that. I sold the vision of what you could do with these blocks. Stephen, we ended up selling over $9000 in trash. Stephen Larsen: That's so cool. Alison Prince: Because we never sold the product, we sold the vision of what you could do with it. That's what you sell, right? You don't sell something. Stephen Larsen: You sell the hole, not the drill. Alison Prince: Yes, yes, that's exactly it. What can they do with it, that's what you sell, that's what converts. That's what people want. Stephen Larsen: That's awesome. How many times do you buy something and you never end up using it? Russell, it was kind of fun, he came over for dinner last night over here. We were geeking out over my books and the bookshelves. That's what we do, it's geeky and it's fun. We're going through all these books and my wife walks up and she goes, "Are you ever actually going to read those?" I was like, "Yeah, of course I am." Yeah, whatever. Russell was like, "Yeah, we read the titles and get the gist." It's funny that so many of us are like that though. We look at these, we'll go buy stuff, whatever it is. Exercise equipment is a classic example. Treadmills are just another kind of coat hanger for most people. It's because they got sold on the vision and not the actual thing. It's powerful. Alison Prince: It is. Stephen Larsen: Now I wanted to ask another part here. You've talked about how you just ask them and you create the offer. How do you get a lot of your traffic? How have you figured out that aspect of it? I know that's a big challenge for some of the listeners. Alison Prince: Okay. Remember what we learned in like kindergarten, about how to share? Stephen Larsen: Barely. I kind of skipped that one. Just kidding. Alison Prince: It really goes back to like elementary school, you share. You reach out to a blogger. You reach out to another shop, and you figure out how you can collaborate. Because that shop's trying to grow too, and you find out how you can work together. It really, it's so simple and everybody makes it very, very complicated, but it doesn't need to be. Like in blog land, we always are sharing each other's posts. In the eCommerce world, we're going out there and we're saying, "Hey, let's do a giveaway together. You've got a product that compliments my product, let's do a giveaway together. We'll get your readers and my readers excited, pumped up about it, and we can throw traffic to each other." Then we go to, now I'm working with my course, my digital product, so now I'm going out there and I'm working with other people who have a complimentary product. Then we interview each other or we post each other's stuff. I'm helping them grow. They're helping me grow. Now when I do this, you have to do it with people with similar numbers. If I came up to like Russell and I'm like, "Hey Russell, post me on your Instagram page." Something like that, and I only have like 200 followers or something like that and he's got a gajillion, it's not going to work. It's got to be something where, if I've got 200 followers, I'm working with someone with around 200 to 500 followers. You do it in a way, it's more organic, or it's more like a friendship instead of go follow, I don't know, Cookies With Lacy or something like that. That just looks too spammy. If you can post a picture that says, "Hey look at these cookies that Lacy made. They are so great." Vice versa. It really is networking and getting to know each other in the social world. It really does work. That is the big secret to how we grew our Facebook page to two million, is we just worked together. We came up with, "Hey, let's share each other's posts." Then I've got some bloggers right now that are excited about sharing this course. There's a few things that I've been working on, tweaking on. Stephen, I'm still working on that. I launched it in March, this course, and I've been tweaking it, testing it and perfecting it. Then I'm excited, I just got back from Thailand, to be able to start pushing it harder and harder and harder. I've actually got a webinar this morning and I'm really excited about it. Stephen Larsen: Oh cool. Alison Prince: I guess it's not a webinar anymore, we call them master classes, because nobody wants to go on a webinar. Stephen Larsen: Marketers. Alison Prince: Yeah. I've got a secret master class coming up today. I'm constantly tweaking that offer. How can I serve my people more? How can I get them more information? How can I help them become more successful? They see it. Then other people see it and then people start talking about it. It really goes back to what you learned in elementary, and it's to share. It really is so simple. Stephen Larsen: That's so interesting too, that you say it that way. Because I know one of the pieces of advice Russell and I give is, some people will be like, "Okay, I've got this sweet offer but I have no money for ads." A situation that we've probably all been in before. "I've got no money for ads. I've got no following. I'm literally brand new, there's still green on my ears." We always tell them to do something that sound ludicrous but is very strategic, which is just to go find somebody who has a following who would want the product, and just give it to them. Don't even try and get any profit from it. What you end up getting out of it though is a list, because you just send them out there and you end up getting all these people who opt in. Now you have another asset, there's a piece of value there. You go to the next guy and you say, "Hey, I got this list, you got this list, you want to do a little cross promotion?" Just like you just said. Now your list grows and you've got a little money. You go to the next person and do it again. By the time you've done it and flipped it six or seven times, you're rich. It's exactly like you're talking. Alison Prince: Yeah. You are going to get told no, and I think a lot of people are scared by the word no. Who cares if you get told no, just go find another person. You don't want to work with them anyways, if they're ... Stephen Larsen: It's going to happen. Alison Prince: It is. If you're prepared to get one yes out of ten, then you're a rock star and you will feel good when you get that yes. Don't think that everybody's going to say yes. You're going to get told no, it's not a big deal, just move on to the next one. Move on to the next one. I mean if it was easy, if we were just to flip on a light switch and become a millionaire, everybody would be and then money wouldn't have any value. We actually have to go out, do the work, build those relationships. Spoil those people and be treated how we would want to be treated. I know when I get a product in the door, a package, I'm like, "Woo hoo, this is the best thing ever." Stephen Larsen: I loved yours, by the way. Thank you. Alison Prince: Good. I'm glad you got it. That's the same thing. People want to be loved and want to be spoiled. Just treat them how you want to be treated. It's back to kindergarten. Stephen Larsen: That's awesome. I have one other area I just wanted to ask you about real quick. That is, okay you've got a guy over here who's saying drop shipping is the thing. Another person over here saying, "Do all fulfillment but only high ticket." This person says ... There's a lot of areas and a lot of facets of the eCommerce world, and you're obviously an expert in it. I just wanted to ask why you picked self-fulfillment, and low ticket, high volume? That's mostly where you've been, right? Alison Prince: Yeah. The In-N-out Burger approach. Where we can sell thousands and thousands of a product at a low price and make good money. The reason why, a couple things. When I first started, I didn't have money to get a huge warehouse. I didn't have money to have someone fulfill my products. It's expensive to have someone fulfill. The margins weren't there, and I knew a lot of people that needed jobs. I started, the very first one was in the garage, and I had people come over to the garage and help me fulfill out of the garage, because you do what you need to, to start growing your business. Then we got a little tiny warehouse, I think it was about 1200 square feet. Which I'll tell you what, scared the hejeebies out of me to sign that contract. Stephen Larsen: I bet. Alison Prince: When you're uncomfortable, I don't know, if we stay comfortable ... Stephen Larsen: Stuff happens. Alison Prince: Yeah. Don't stay comfortable... You've got to get uncomfortable to be able to have results. Then I just found joy in writing people checks that I knew, that I grew to love, that I grew to find. Then there was more margins in it. We got to do a lot more fun things as a company. In my course I do teach self-fulfilling has higher margins, and there are great ways to do it, but I do give options about having other people fulfill for you. The reason why I give both options is because I've been gone a lot, and I've been traveling. I want to be with my family. I don't want to stay up till two o'clock in the morning shipping products. That just, to me, is not fun. There's other options that I give to help you, because the entrepreneur should not be shipping. They should not ever ship one product. Well maybe one, to see how the process goes, but they should not be shipping the product. I do give options. I do talk about ways to be able to get that off your plate, and how to hire it out. How to hire another company to do it when you're ready. Things like that, just so you can truly focus on what you're good at. Finding the product, marketing, getting sales, getting out there, branding your product, growing your business. Not necessarily shipping, because that's, I don't know. Some people love shipping. I'm not a fan of shipping. Stephen Larsen: No, and it's funny to hear you say that, with the amount of stuff that you ship. Alison Prince: Yeah, no. I had my fair share of shipping. Oh man. Find help. Do not do it yourself. Find help. I teach that a lot in my course, you do what you're good at. You have, tell me which one it is, you have a podcast that talks exactly about that. When you guys are at ... See I stalk you Stephen, I really like what you have to say. When you're at IHOP and you were asking Russell like how he can get so much stuff done. He just hires it out because he's like, "I don't know how to do it." Which podcast is that, do you remember? Stephen Larsen: I don't remember. You know, it's funny, I usually, I just know that there's something cool that I want to share and then I come up with a title later. Alison Prince: Oh. It was probably about a month ago, because I listened to it. It was probably about a month, month and a half ago, but it was really, really good on focusing on what you're good at. Everything else, hire it out, get it off our plate. Stephen Larsen: Yeah, he told me once, he's like, "Stephen, I realized that I am a starter, and you are a finisher, that's why you're here." It's so true. That's how it happens, he starts and I finish. We're a cool team like that. It's very true, you've got to know which one you are though, hire out the other. Alison Prince: Agreed. Absolutely. Stephen Larsen: That's so cool. Alison, I know we've been going for a little bit... I just want to thank you for, I mean for anyone who's listening to this, I'm going to put so much stinking ad money behind this because I want everyone to hear your story and your voice and everything that you do. I am such a huge fan of Alison Prince and all the things that you do. It sounds like we stalk each other. You're just one of those people out there who's living and loving living. You set up what you do in a way so that you can love it. There's a lot of trial and error that comes with that in order to have it be that way. Anyway, it's just a massive example. Where can people find out more about you? Alison Prince: Facebook page, I just started the Because I Can Clan about three months ago. You can find me on Facebook over there. I do have a personal Instagram account AlisonJPrince, which I will start converting over into more of the business side soon. I really like about the journey, talking about the journey, how we're doing it. You're going to see how I start doing that, and I'm sharing my story. Like right now, on the Because I Can Clan, I've been doing a Facebook Live. I did a Facebook Live every single day except for two days in Cambodia when I didn't have internet. Stephen Larsen: Wow, what's your excuse? Just kidding. Alison Prince: Oh Verizon and Cambodia do not get along. Stephen Larson: That's funny. Alison Prince: I even called them and they're like, "Yeah, no. We just don't work with Cambodia." I'm like, "Wait, what? You realize what year it is." They said, "Yeah, there's just a lot of stuff." I'm like, okay, I don't wan to get into it. There was a couple days that we couldn't do it in Cambodia. I did, I related our experiences of scorpions and elephants and crazy stuff that we ran into and how that related to business. I did a Facebook Live. We're on day 19 today. I did it and I'm jotting down how fast that page is growing. In 17 days it had grown over 1000 followers, which I was pretty excited about. Then the next half the month I'm going to be doing that and then adding more. I'm documenting my journey. I'll do it on the Facebook page, and then I've got a closed group, Because I Can Clan group. Then I'm sharing with people over there what I'm doing, so they can watch what I'm doing. What you guys do, watch the master's hands. We go out there, we test it. We tell people what we're doing and what works and what doesn't work. Then they go out there and then they replicate it. Anyways, long story short, Because I Can Clan on Facebook, or my Instagram page. Then if they want to sign up for the course, that's 0-100k.com. You can find out all the information on the course. How people can make this a reality, if they want to get their kids going on it. Like my girls, they have their college education ready to go. They've got their savings accounts set up. They actually set up Roth IRAs this year. My eight and nine year old little boy, they have Roth IRAs right now. Stephen Larsen: I don't even have that. That's awesome. Alison Prince: It's a gift that we can give them as parents to be able to set them up financially when they hit certain ages. You've got to think through the process of, no, they're not going to be able to get all that money when they're 18 and go crazy with it. We've set up milestones so they can get it when they're this age or this age or this age. They have something, and they're eight and nine years old right now. Imagine what it's going to be like when they retire. Anyways, I talk about that kind of stuff because it's life changing. Stephen Larsen: It is. Alison Prince: I want others to be able to do it too, because it's not hard. You just have to listen to people. I think that's the biggest thing. Listen and do. You have to be a doer. You have to make things happen. Stephen Larsen: Yeah, and you can't be so afraid of appearing imperfect. I think that's the biggest killer. Alison Prince: Yeah. Stephen Larsen: I know it's one of the biggest killers, in my opinion, of entrepreneurs. Actually being vulnerable with your marketing, and getting out and sharing stories. Sharing the successes, but even more importantly the failures, if you are afraid of appearing imperfect. I always bring this up and people are always sick of me saying it. Again, when you start down the entrepreneurial path, like your imperfections explode in your face and you can't move on till you fix them. Anyway, it's awesome to have a person like you who's walked down the path. You know what it's like and you've been very successful. It's really cool to see. You're not afraid of messing up or being imperfect, or hey that test didn't work, and being public about it. That's a huge key. Alison Prince: You want to hear something funny? Stephen Larsen: Yes I do. Alison Prince: When I did my course, I set a date. Stephen, I set that date way too early but I wanted to push myself. I had stayed up for probably two weeks solid, just trying to get it done. I bought Liz Benny's course on the whole, how to set up everything for a course. Which Liz Benny, props to her, she is an amazing, amazing woman, a very wonderful teacher. When I did, oh my gosh, talk about a hot mess. When I did the course, I did the master class, it went well. I had people buying the course after. I had linked them to Liz Benny's course. People would buy the course and then they'd say, "Alison, how come I see a lady that's like talking about monkeys?" Which is her course, Social Media Monkey. I'm like, "Oh my gosh I forgot to change her link out." Then it gets even better. Then the payment plan, I didn't know that Stripe, when you do a payment plan it automatically sets it to a free 30 day trial, so I had given everybody my course for free that signed up for the payment plan. I'm like, oh my gosh. Then it gets even better, because why not, right? I put a huge type, like ginormously huge typo in the guarantee. I said, "100% money back guarantee if you are happy with the course." Stephen Larsen: Usually we don't care about typos that much, that's kind of a big one though. Alison Prince: That's a huge, huge typo. I am the perfect example of just do it. I ended up selling over, I think it was 26 courses my very first launch, and it was a complete hot mess. Stephen Larsen: I remember that. You did it, you crushed it. You just did it. Alison Prince: I just did it. You go out there knowing you're going to make mistakes. You tell people, say, "You guys, the tech's probably going to be screwed up because this is my first time, but the information that I have is valuable." It was. I was confident in what the offer was. I was not confident on the technology. They were patient with me and they were like, "It's okay. It's okay." I was able to get Liz Benny's course off there and direct them to my course. Get the payments fixed. Change the guarantee. I didn't have one person ask for their money back, because of what I was giving them. Because they were so excited about the offer, that they were fine with the mistakes. I think that we don't give ourselves enough credit, and we're too scared. Don't be scared. People are there to help you because they want to be helped too. Stephen Larsen: Yeah, they're all making it up. Alison Prince: Just do it. Yup. Mistakes and all Stephen. Everybody listening, who cares, just go do it. People need you. They need your information. They need your product, so just get out there and do it with mistakes and all. Stephen Larson: Yeah. I can't remember, I think it was Dan Kennedy, or I can't remember who it was, but he says, "You have an obligation to sell." If you've got something, it's actually an obligation. Alison Prince: Agreed. Stephen Larsen: Get out there and just do it. You owe it to your message. Alison Prince: Yup. You owe it to, I don't know, we were given talents, so let's go out there and share our talents. Let's do the best that we can, and live that Because I Can Clan life. Live how we want, because we can. Stephen Larsen: That's so true. Guys, go check out AlisonJPrince.com. 0-100k.com, I love that course, so good. The Because I Can Clan, the Facebook page. Alison Prince is the real deal. Super authentic. Very, very genuine, and is willing to be vulnerable whenever she makes mistakes like the rest of us. No reason to hide behind your own, because we all make them. Alison Prince: That's right. Stephen Larsen: Anyways, thank you so much Alison for being on the show, really appreciate it and all the value you gave. Alison Prince: Yeah. Thank you, it's been fun. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels, to download your pre-built sales funnel today.

SFR 57: I'd Start With THIS Funnel...

Play Episode Listen Later Jun 8, 2017 28:43

People always ask, "WHERE SHOULD I START"? Well... here you go :) What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Now, I don't know about you guys, but I would love to hear maybe a new podcast intro. Now, I've not made one. However, I do want to know if you want to have a new podcast intro. If you wouldn't mind, reach out to me and let me know. We're almost to Episode 60, which is crazy, but I honestly, I wouldn't be ... There's been many times I fall asleep and the podcast intro that I currently have right now just keeps running through my head so anyway, super excited for this episode. Welcome to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now here's your host, Steve Larsen. All right, all right, all right. Hey, and I'm so excited for today and for what I'm going to share with you because I got some really huge news. Hope you guys had a great weekend. It was Memorial Day Weekend recently and my family was all out. We were having fun. We got up early. We went on a run. We went to the park. We hiked just a little, small little ... It was really steep for my little girls. I have a 1-year-old and a 3-year-old so whatever they can handle, but it was really fun. It was awesome. After we went on this hike, right, a park was nearby and what we did is we went down to this park. We're playing and having fun and my little girl's 3 years old, she's running around and there's tons of people there, right. As a parent, you're on red alert. You're looking around like crazy all over the place, making sure everything's fine, making sure there's no creepers around. You know what I mean? Now, I am all for my kids getting their own scrapes and bumps in life. You know what I mean? I'm not going to let them get hurt on purpose, but it's going to happen anyway so, I might as well not be helicopter parent and rather actually go and just prepare them for those experiences. You know what I mean? There's a point to this story, I promise. I wasn't too surprised when there was some kid politics that started and these kids started getting in my little girl's face and just screaming at her. At first, I sit forward, I'm sitting on the side and it was crazy hot out so I was sitting in the shade, but I was watching her. I was watching closely, seeing what's happening, and this little kid starts getting off on my little's girl's face. She's 3, right. She's 3 years old. What are you going to do? She's a little girl. She barely understands what's going around her still. You know what I mean? She's barely becoming self-aware kind of. You know what I mean? My resting state is nice guy personally. Steve Larsen, I'm a nice guy. That's my resting state. That's how I currently am. However, there was this ... Man, there's few things that will set me off and make Papa Bear come out and I have no ... I actually like when Papa Bear comes out. I invite Papa Bear to come out whenever it can. It's kind of fun. Anyway, this kid starts almost physically getting at ... His brother was standing nearby and he started getting really close to my little girl. Suddenly, the brother is holding back this younger kid from, I don't know, hitting or tackling whatever my girl. My little girl is so funny. She's so much like me. In the face of danger whenever there's high stress or whatever, I tend to laugh and it's not always that it's a funny experience or whatever that's going on. It's literally just that sometimes there's nothing you can do about it so you just laugh like whatever and it makes really serious things calm down. That just egged on this kid, right. My little girl starts laughing. It just egged him on and I was ... Anyway, he starts getting too aggressive though with her. I'm watching from across the playground. I stood up real fast and I walked over there because he was trying to push her and shove her really hard and there wasn't anything behind her. She would've fallen off the playground pretty far into the ground. Papa Bear comes out, right, and I come out and I start getting out and I'm hoosh, I'm trying to be cool, but at the same time, I want to throw this kid through a window. You know what I mean? I get really pissed off about that kind of stuff. There's no reason to be a jerk in life. Anyway, I go over and I walk up to this kid and I was like, "Hey, chump, why don't you stop throwing my girl around, huh?" The kid started bawling and it shocked him so much that I was standing there and I guess you would say I was calling him names. I called him a chump, all right, whatever. There's worse things I could probably say to him, but the kid starts bawling loudly. I was like, "Uh, whatever," and I just walked around, I was like, "Come on, Brinley," and I took my little girls and we went into another part of the playground. It was a big playground. Two seconds later and I'm like, "Crap," and I can feel parents eyes on me and I'm like, "Uh, whatever," like I don't ... Anyway, whatever. We're playing around over this other part of the playground and pretty soon, this really heated mom comes walking up to me and she goes, "Excuse me. Did you just call my kid a chump?" I turned around and I was like, "Yes, I did." She's like, "Why?" It's like, "Because he's pushing my little girl around. He can't do that. You understand?" She just stood there for a little while and then, she just turned around and walked away. Look, there's no room to be a chump in this life, all right... If you're going to be a chump and if you're a chump and you're on my podcast, you can get out of my community. You know what I mean? That's my attitude about it. Life's too dang short to be a chump. Don't be a chump. Don't be a chump in business. Don't try and be all sneaky. I got people who steal from me. I can't stand people like that. If I ever find people who's stealing from me, I just block them out immediately and I ... I was talking to Russell about this, you guys. My mentality is to give and give and give and give and give as much as I possibly can, overdeliver every freaking time I launch anything, every time I put anything out, any time I do anything so that when somebody turns around and they come back to me and they say, "Hey, you know what, I think that you should've done this or you're not doing enough here or you're not doing this or you're not ... " I'm like holy crap, I am bleeding, bending over backwards, giving way more than I should, that sets me off. You know what I mean? I know that probably a lot of you guys are probably the exact same way if you're in this community with me, right, the Sales Funnel Broker, Sales Funnel Radio, stevejlarsen.com community. You know what I mean? If you're in this, we're very similar people is what I've noticed. Birds of a feather flock together. I actually truly believe that and it's one of the major reasons that I wanted to start a podcast thing was because I was tired of the people I was hanging around and I wanted other people who thought like I did in my community. You know what I mean? Anyways, the types of people out there who are going to steal from me and stuff like that, I do believe in an element of karma. It's going to come around. It's going to nip you in the butt. You know what I mean? The other part is that man, if that parent and the same is true for you as an entrepreneur, if you're not bridled enough to function in society or let's say parent ... Anyways, I'm not trying to get into parenting stuff, but what I feel like is that if my little girl goes out and she's doing something that's stupid, it's my job to correct it or else society is going to correct it for me later on down the line and they're going to be way less nice about it. You know what I mean? I feel like those kinds of thing ... Anyways, I'm not trying to get into a big ranting thing about that, but my gosh, I was laughing so hard. Finally, I was like man ... I was talking to my wife, like, "Alyssa, we should probably get out of here because these parents are going to rage at the fact that I just called this kid a chump and made him bawl." I don't really freaking care. Anyway, I think it's funny. It's the same attitude when people come to me like, "What? You gave all this stuff to me and it's super, super cheap, but you're not bending over backwards to make sure that I'm successful with it." I'm like, "Dude, it is not my fault if you can't figure it out. I have overdelivered. I've given tons of walkthrough guides. I have given so much stuff like crazy. If you can't figure it out, I'm sorry. You can hire me as a coach, but I'm not going to keep giving stuff away to you for free. My time is more valuable than your feelings." You know what I mean? It was weird for me to cross that threshold as an entrepreneur and as a business guy just because in the past, I was all about just giving and giving and giving and I still am, but eventually, I was like, "My gosh, I got to self-preserve here. I've got to create a way for me to still live, still have a family life." You know what I mean? Still do the things I want to in life or I will literally spend all day every day ... I had 100 notifications in Facebook just two days ago. It was in a single day. My email was at 200 a week ago. It's at 900 now in a week. You guys know what I mean? You all are going to be there. I know especially, you all are going to be there for sure if you're not already. Anyway, don't be a chump. Hey, I got some good news though. That wasn't the good news. I told you I had good news at the beginning of this episode. I got great news. I've been working ... Over Christmas, my dad and I, we got together and I flew over there a few days early and I did it for the explicit reason of sitting down with him and beginning to build out his webinar. He's got this cool software that lets him trade the futures market, E-mini specifically, and he's been doing it for about six years. He learned that basically for him to be successful, he's got to create this thing that didn't exist before and he's a software engineer so he could create it. He created this cool software that sits on top of a trading platform and it tells him whenever to get in and out of a trade and he wins like crazy on the thing. I can't tell you legally because I can't make any kind of income claims, but he wins a lot. He's like, "Do you think anyone would ever buy this?" I was like, "Oh, my gosh, Dad, yes." He showed it to me and my jaw dropped. I did some stocks and options trading for a while and I definitely understand what he was showing. When he showed it, I was like, "Oh, my gosh, that's amazing." Anyways, fast-forward, so over Christmas, we were building out a webinar, putting all stuff together. He ended coming to what Russell and I are calling the FHAT event, the Funnel Hack-A-Thon, FHAT event. It's F-H-A-T. He came to this for a three-day intensive and he figured all this stuff out and then he's like, "Okay, Stephen, at the very last Saturday in May, I want to launch this thing." I said, "Cool. Let me help you." I slept probably three, maybe four, sometimes five hours every single night for the last week and we got this thing put together. It was really cool. If you want to check it out, you can. I'm not promoting it. It's just so you can check it out if you want to and actually, I know there's quite a few of you guys that are stock traders or financial markets traders in my community as well, which I think is really cool, super, super awesome industry there. Anyways, you can go to financialinvestingsecrets.com. It was a good webinar and I was so proud of him. We got out there and he went and he just launched it and made money and it was his first webinar ever. You know what? He did half of it wrong. You know what I mean? He just did it though. He just did it. He got out. He executed. He just did it. I was so proud of him. It was so cool. He wasn't expecting to make any money. I was wondering. It was his first time ever doing anything like this. He's just barely launching his own podcast, barely getting these things up and running. Super smart. You know what I mean? He's not a salesman, he's not ... but he's, oh, my gosh, such a smart engineer. He's created a lot of industry standards in the software world, anything from watches to NASA rockets. He's very smart. Much of how things are coded and as far as on a code sense architected is because of the way he has put stuff together. He's very, very smart... Anyway, he ... I'm just really pumped for him. He went out. We had 55 people register and about 13 showed up, which actually for the metrics that Russell always teaches is the exact same metrics that always will happen, about a fourth show up and we had ... I haven't looked at the final numbers yet, but then we had people buy. It was really exciting. His first webinar ever, it's so cool. A lot of people will sit at this point and go, "Okay, now what do we do next?" You know what I mean? It was from you guys, I asked you guys if you wanted to come and 50 of you guys signed up and 12 of you showed up or 13 of you showed up, which is what I was expecting. We were expecting. We're just testing it to see how it worked, right. What do you do next at this point? You do what we call the Dream 100. I don't know if you guys have ever been doing this. If you haven't been doing it and you've been actively driving ads, you are leaving so much freaking money on the table. I can't even believe it. At the last Funnel Hack-A-Thon event, it was the third day. I was on stage the whole day. I was speaking. It was really, really exciting and I really, really loved it, but one of the whole things we teach you guys about is this concept called the Dream 100 and we hope you guys go through it. What I'm having my dad do right now is he's got his webinar and we're continuing to make tweaks. We're continuing to make little adjustments here and there, but honestly, the thing that I'm having him do now is writing out a list of all the people who are podcasting in the financial market world, all the people who have blogs in the financial market world, all the people who have YouTube channels, who have live trading rooms, anybody who has an audience, anybody who has any kind of list or a following where my dad would want to sell to them. While we're getting Facebook ads up and running, we are starting to "date" or "court" these people on this Dream 100 list. We're starting to reach out to them. We'll probably send a package out to them soon. We got to smoosh them up just a little bit. You know what I mean? This is a relationship business. Internet marketing is still a relationship business especially, especially for the way you do sales funnels and the way we teach because what we're going to go do is we're going to go ... we want them to promote his webinar. He's got a great software that he personally wrote that helps him trade the E-minis with great success. You know what I mean? Anyway, that's what we're doing right now though. When you think about this ... I'm trying to think where to start on this because when you think about where we came from and this whole journey that he's currently on right now, a lot of times what people will start doing is they're like, "Okay, I've got this webinar, and I'm going to go build this webinar." Let's say they're just starting out, brand spanking new. They haven't done anything yet. They've never even put anything together. They've never even sold anything. They've never ... You know what I mean? Brand new. What a lot of people do we've noticed is they'll create what we call the value letter, right. They'll go, "Okay, first, we'll have low ticket items and it'll be in this whole funnel. Then I'm going to send them to this mid-range funnel and there's a whole funnel for that. Then I'm going to send them to this really high ticket thing and then the whole funnel for that as well." The tendency for people is to turn around and build a tripwire funnel or a low ticket funnel first, and I will tell you that is not the way we do it. That is not the way we do it whenever Russell and I build for a client. That's not the way I personally do it whenever I build for a client. There's very few circumstances where we actually start with a low ticket front end funnel, very, very, very few scenarios. The reason is because it's so much harder to make the numbers work. If I'm selling a $50 knickknack versus a $1,000 product, I can spend so much more money to acquire a customer, right. Now that my dad needs some sales, he can spend a good chunk of money to get one person to buy and I doubt it's going to cost us $1,000 to sell a $1,000 product, right. Now it's just the big rinse and repeat game... How much can we tweak it? How much can we get more traffic into it? How can we fill it up? Does that make sense? That's the reason ... I don't know if you guys have heard of the Two Comma Club Coaching Program that Russell and I are doing. It's so, so fun. My gosh, just oh, I absolutely love what I do on that thing. Anyways, we teach people though how to make $1 million funnel and we help them hit what we call the Two Comma Club, right, $1 million. We don't actually start with a tripwire funnel and I've had a few people reach out and ask that like "Cool, I got this sweet webinar. You guys help me plan. When do I start the tripwire funnel?" Like you know what? Probably not 'til like six months of it being successful are you even going to start thinking about that. People are like, "What? That's so crazy. Oh, my gosh. That's nuts. How is it that you can do that? How is that you ... You know what I mean? People will start to do that and they'll start to think that. I understand why that would be a temptation because as you read a book like DotCom Secrets or you read other books where it talks about increasing value or monetizing your audience, things like that, the tendency is to think I must start with this low ticket item and then I will go to this mid range item and then I'll go to this really high ticket item. I will tell you that the majority of the time when we actually build funnels, it's actually the opposite. We start at the top and we work down. Here's the reason why. It's funny. We had this four-hour Q&A last Friday with the Two Comma Club Coaching Program and a lot of these guys are out there and they're asking this very same question. They're like, "Why would you do it that way?" Let me take you through it. Here's why. Here's why. Number one, I already told you that the numbers are going to work better, right. You're just going to do better just simply by starting at the top because if you start with a high ticket item, how many people does it take to really start turning some revenue? One? Two? You know what I mean? You probably know where to find those kinds of people. You know where those communities are. If people aren't willing to give you that money yet, it means you haven't proven yourself yet. Go do it for free for a few people, all right. I'm talking about high ticket application style funnels where it's 10,000 to 15,000 to 25,000 to 50,000. You know what I mean? Higher than 10,000 is usually what I'm talking about when I say high ticket application funnels. People are applying to work with you, right. You got to go get crazy results, lots of great results, right. Either you're starting at that spot or you're starting one step down, which is what we teach at the Two Comma Club Coaching level, which is the webinar funnel, right. At the webinar funnel, what you can do is you start to get all these people in, right, tons of people, and you start tweaking the offering, you start tweaking the message and you start tweaking your traffic sources and you start finding out which ads convert the best. You know what I mean? You start figuring this whole thing out. What happens after a while, right? What happens after a while? What happens after a while is you're going to start getting a ton of questions, lots of questions. Man, you know what, I wish that the products from your webinar, I wish it did this. Or you know what, I wish it was this? What if it had this capability? Or how come this isn't here? You know what I mean? You're going to start to get questions. You'll start to get support questions. As those come in, document them because what's going to happen is very, very slowly, sometimes slowly or suddenly, whatever it is, but clearly, there will be this area that starts to rise up and you'll be like, "Oh, my gosh. You know what, I wish that I was selling something like that," right, and you'll go over ... What's happening is the market is showing you which product to create next. Does that make sense? If you are able to go through and massage out a $1,000 to $2,000 product offer and actually get it converting, get it selling, you've already laid so much groundwork for a smaller low ticket front end product funnels in the future. It's just the way it works. Because all of a sudden, what's going to happen is you're going to turn around and people are going to say, "Oh, my gosh, I wish I had X, Y and Z." What are they doing? They're telling you what they want and then all you do is you go create it. Why did Russell go make something like Funnel Scripts? Because people asked for it. He didn't start with Funnel Scripts, right. He made Click Funnels. He figured out his $1,000 webinar. He figured out how to sell something for $1,000 that sold Click Funnels, that got continuity going, right. That was the hard part. Once he got this hard part down, then he can turn around and he starts going, "What are all these [funnel 00:19:47] things? You know what? Let's build this thing called Funnel Immersion, Funnel Scripts. You know what? How about Funnel Graffiti." It's all these things related to the core offer, right, that eventually ascend somebody up into the Click Funnels level. It's the exact same thing that I'm trying to tell you to do. It's the exact same thing I was trying to tell my dad to do. Don't worry about small ticket stuff at first. That would be my advice. Now, other people would tell you different, that's totally fine, but my advice, do not start with something small. Start with something at least $1,000. There was a lot of people on the call who were like, "A thousand dollars? You really think people are going to give me $1,000?" I can hear your questions right now as I'm saying that. The answer is it depends on if you charge $1,000. What's easier to do is simply just put down the price point, 997 and then figure out how you can justify that price point. What is an offer that is so ridiculously cool that someone would give you $1,000 for it? Does that make sense? Instead of thinking, "Oh, no one will ever do that," and killing yourself the other way around. Start with $1,000 product. What's funny is at one of the last events ... Actually, I'm sorry, not one of the last, the last Funnel Hacking Live Event, beforehand ... I think it's okay if I tell you this. Beforehand, Russell was trying to figure out something he could sell at the Funnel Hacking Live Event. What's fun for me is to sit back and watch ... You know when you're so good at something, you don't realize you're that good at it? I think that happens a lot for Russell and it's understandable why it would because he's been doing it for so long. It's fun with my fresh eyes to sit back on the side and be like, "Oh, my gosh, what a cool process you're going through." You know what I mean? Anyways, he's preparing for the event. He's putting together different presentations and he's about to put together a presentation and here's how he starts it. "Gosh, I just wish I had something I could see for like $3,500." That's how he started it. Guess what came from that? The Fill Your Funnel Program. It's okay to start with the dollar amount. I know it must feel like I'm all over the place right now, but the only reason I'm hitting this really hard is because there's been several people who reach out saying, "Where do is start, Stephen, where do I start," right? I've had tons of people come ... I don't know why, but definitely in the last month, there's been a lot of people that ask that, "Where do I start?" What I would tell you to do is to start by figuring out how you can charge $1,000 for something, turn it into a webinar or an invisible funnel or black box funnel. Then what I would do is I would move to high, high ticket, right, because there's going to be a percentage of the people that buy my dad's $1,000 product who want more one-on-one coaching, right. I would not put yourself in the fulfillment or inside of the offer of the $1,000 product. Rather make them pay you more to work with you more. Does that make sense? I would start with this $1,000 product in the middle and then I would go put you into this implementation and coaching area where it's done-for-you services, but it's more high ticket, like 5, maybe 10% of the people who buy your $1,000 product are going to be interested in that kind of thing. That's great. You're only going to sell one or two of them to really make a huge difference. You know what I mean? A really easy way to do that. You guys see what I'm saying? Should I trial close you? Are you guys getting this? Are you guys seeing this could work for your business? What would your spouse say when this actually works for you? Can you imagine what it's going to be like when you walk out and you've made that kind of money? You imagine when it's automated? Should I keep trial closing you guys? That's true though. Does that make sense? Then what happens is then we go out and we start going on tripwire funnels and we start going for breakeven funnels and we start to ... When you do it the other way around, you're totally guessing. It's so much harder to make a tripwire funnel breakeven if you do it the other way around. Instead, do it the other way where you start at the top or in the middle, right, and make the tripwire funnel last or last-ish. People will tell you what they want so then just go make that and the chance of success is so much greater. It is so much less risky to do it that way. It's pretty funny when I sat back and realized what was going on with that and that's the way we do it that it just blew me away because I remember the first funnel that I built, it was low ticket continuity. That's the hardest category I can even think of to sell ever. Continuity stuff in the front, that's wicked hard. That was crazy. It's more challenging as a category usually to sell continuity, especially low ticket, anyway, upfront. Anyway, so it just reminded me of all these different funnels that I put together and I think part of the reason why they would fail and stuff like that. What's funny is I have really low ticket free plus shipping funnels right now. I have also ... You know what's funny? It is just as much work for me to sell the mid-range stuff than it is for me to sell the low ticket stuff. The support tickets that come in are almost the exact same. It's so funny. When I actually go out and start selling $1,000 stuff, it's easier for me to do that than it is the lower ticket thing. For whatever reason, it brings in a higher level customer. It brings in somebody who's in a different position in their life, someone who I want to work with. Anyways, I don't know how to sell you on this. When I was thinking about my dad's webinar, when I was thinking about all the stuff going on, and those of you who are trying to make this business succeed, I'm not trying to tell you to abandon everything if you already have a funnel, a tripwire funnel on the front end. What I am trying to tell you to do is charge more money, just charge more money. Then what you do is have some person in the back end after someone buys your mid range product, your $1,000, $2,000 product, have somebody calling them up in the back end saying, "Hey, you want to work with Grant Larsen for 15,000 or whatever? He'll give you one-on-one coaching for six months," or something like that. You know what I mean? You only close two of those a month, that is seriously massive revenue boosters right there. Anyway, guys, I hope that what I'm trying to say is coming across clearly because the type of question that I've been getting recently, which by the way, I've been loving the questions. I hope you like the mass Q&A sessions I just did, the last two podcast episodes. Those were a lot of fun. As a by product of that, people have been asking more and more questions. It's been a whole lot of fun. Really, really enjoy that. Usually, the type of question is like, "Hey, where do I start?" I'm trying to tell you please for the love, from a guy who did it for years at the low ticket price thinking that he was serving better or thinking that he was making it more affordable, but in reality causing a harder headache and I actually had to sell it harder sometimes. It's not fun. I'm telling you, please start with something that's at least $1,000... I'm saying that over and over and over again because it doesn't take many of them to really change your life. It does not take many of them to have seed cash for your next ad campaign. It doesn't take many of them to really start figuring out also what people want in the next tripwire funnel. Start with something high ticket. It's so funny. There was a few people I was coaching this last week and they're like ... I kept telling them $1,000 price point, they're like, "Awesome. I'm selling for 497." I said, "Why? I keep telling you," and it came down to it ... Now if you have a legitimate reason like sometimes there's a legitimate reason and that's fine, but most of the time, there isn't one. You literally are just afraid to charge more money and I'm begging you not to do that... I'm begging you to get out and actually say, "You know what, I'm going to charge $1,000. I'm going to figure out how I can charge $1,000. I'm going to figure out how to sell at that price point," and when that becomes your focus, oh, man, it's so rewarding when $1,000 comes in. It's like, "Whoa." Just emotionally, it's so nice. Holy crap. How many of those does it take to actually cover the mortgage or rent? Not many. You know what I mean? I guess it depends where you live, but still even then, not many. That could fit a really wide range of households, but I guess it's on my mind because we're in a house now. Anyways, guys, hopefully that helps. Super excited for this week and what's going on here and I appreciate you all like crazy. Just gosh, I just love our community. It's so, so, so fun. I remember I was posting different pictures, what we were doing and things like that and just the engagement, I just really, really enjoyed it and I really appreciate all you guys are doing. Anyways, keep at it. Funnel on, my friends and I will see you at the next one. 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.

christmas internet man brand holy dad nasa birds memorial day excuse crap funnel continuity clickfunnels papa bear dotcom secrets steve larsen two comma club over christmas funnel scripts sales funnel radio fhat funnel hacking live event grant larsen funnel hackathon two comma club coaching two comma club coaching program

Cool Stuff We Learned During Our "7 Day Launch"

Play Episode Listen Later Jun 2, 2017 17:04

Here is a recap of a 7 day internal launch that made over a million dollars and what we learned along the way. On today's episode Russell gives the details of the 7 day launch strategy and what worked and what didn't. Here are some insightful things you will here on this episode: A step by step guide to what Russell did for each of the 7 days in the launch. What mistakes were made and how Russell and his team were able to make tweaks on the fly to make it better. And what Russell learned from the experience and how it can help others with their own businesses. So listen below to get a cool step by step guide into the 7 day launch. ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. Today we’re going to be talking about the 7 day launch. Hey everyone, this is Russell and welcome back to Marketing Secrets podcast. So today I’m going to be talking to you guys about this launch right here and the reason why, is my inner circle members keep asking me, “Hey Russell, can you please show us what happened behind the scenes of the 7 day launch?” They want the stats, numbers and details. So I thought I’m going to kill two birds with one stone. Because I wanted to talk about this on the podcast anyway. So this is for the inner circle members and for those of you who listen to the podcast, I hope you love it. I’m not going to go deep into the numbers, I will just tell you that this launch in 7 days did over a million dollars in coaching sales, which is exciting, so it worked. I initially learned about this concept from one of my friends, Brendon Burchard. If you watch Funnel Hacker TV, the behind the scenes show, you will see some of the behind the scenes of us kind of going through this. He was in Las Vegas and I flew out there and there’s a whole episode on funnelhacker.tv where you’ll see me flying to Vegas, hanging out with Brendon and getting ideas on how he did this. So I’m not going to go too deep into all the strategies, just because I know he is launching a course later on this year. I’m going to buy it, you should all buy it, we should all buy it, it’s going to be amazing. Going deep into the deep in the details and giving the swipe files and stuff like that, but if you were watching you probably saw it, first off. Second off, you probably got the swipe files just by getting my emails and stuff. So you’ve got some feedback, if you’ve been funnel hacking and watching, you’ve had a chance to see it. Basically the way it worked is we did the book launch for the first 30 days, which built up a lot of pressure and excitement and we made a lot of book sales and upsells and everything else. At the end of it I wanted to do something cool. I wanted to figure out how, those who wanted to go deeper, how do I offer a coaching program that’s not me being, I didn’t want to feel like I was selling again because it’s just…..You know how it is, after a while people don’t want to keep being sold. I’d say it’s not like I wanted to sell a coaching program, to help people want to go to the next level with it, which is exciting. But then second off, I wanted to give and serve. So when Brendon gave me this idea I loved it. So basically how 7 day launch works is, and those who saw it, basically what happened is Monday I started promoting it, Tuesday I did this long training. So if you’re watching the video you can see day 1 I basically did an episode from 11 until noon-ish, I can’t remember exactly how it all went. And module one was you becoming an expert. What’s interesting is the book promo is all about Expert Secrets, but there was stuff like as soon as you read the book there’s this weird finality where it’s written and done and you can’t edit it or touch it again. And there were things as we’re selling it that I was like, “Oh…” during my interviews all these things kept coming up. There was stuff I wished I could share and there was pieces I wanted to just do. So what’s cool, is giving the ability, because I don’t have to re-teach the book, because people have the book, but here’s a master class of what’s next. If you read the book and you’re like, “What’s the next piece? What is it?” So this one here I went really deep with you becoming an expert and finding your voice and it was just training and it was awesome. So what we did is we emailed, so on Expertsecretsmasterclass.com, by the time there was a video, they embedded the live video from YouTube, people could watch and promote that through email. But then we also setup Facebook Live, I think there’s just those two platforms. So when we started this and clicked record, I came on and said, “Hey guys, we’re recording a course, it’s going to be awesome. I’m going to jump up here and start recording, be back in a minute.” Then we clicked go and it was like life. So I taught this entire thing, training. It was awesome. Then during the breaks we had testimonial videos streaming of our coaching program of the FHAT event, The Funnel Hack A Thon event so people could keep seeing success stories. I took a break so I could go to the bathroom and reset. We came back and taught number two, which is creating an irresistible offer. And that was it for day. I think I was up there for 3 hours, it was awesome. When all was said and done, I think we had 20 or 30 thousand people watch it between YouTube and Facebook. Gave tons of good will and it was really, really cool. A lot of people who, they’ve been stuck on these two pieces, I had a chance to go deeper on that and give them everything. So that was day number one. And then this is where it replayed for 24 hours and then it disappeared. People had the chance to watch it for 24 hours, and some did, and then it disappeared. Then day two started. Day two I wanted to do the big domino, it went really deep to help people understand that. Then we had a break again, and then what I did at the latest session, actually did a webinar. Now, it’s a little different from Brendon, when he did his, basically at the end of day two is when he pushed people to a video sales letter, which sold a product. Me, I just did a webinar. One of the big things that was kind of interesting. When we created this offer, part of this training is really cool and desirable. A lot of people aren’t going to be able to watch it live, and you pull it down and you stage, because people actually want the content and the training. At the end of this I’m not selling this as a course because it’d be hard to sell because people are like, “I missed part of it, I should have watched it!” and all these kind of things. So instead it’s like, if you join the coaching program you get all this course for free, and notice I didn’t say the recordings of this product. Because recordings seem really cheap. Getting this course, the Expert Secrets Master Class, the perceived value is way higher, it’s the course not the recordings. If you watch the videos back I tried to say that, I think a couple of times I messed up and said recordings. I was trying to get it perfect. So that was here, and then what’s cool is that happened and sales started coming in for the coaching program. Because there was a webinar and they got to watch me do the webinar but then I was actually selling the coaching program on the webinar. Now what’s happening, as soon as it was done, it’s funny because it’s the first time I’d ever done this webinar. We created it the night before, it was perfect webinar, hacked style. So it was one headline, three secrets, a board with things. I pitched two offers, which is usually a wrong thing to do and it was in this case too. We had 2,000 or 15,000, it was just complicated when you get to the stack. So sales did okay, but I was kind of honestly, when the camera shut off, I was sitting there kind of depressed. Dang, that did not feel right. They didn’t convert right. Some people bought but it wasn’t right. I was just like, dangit. I was frustrated and that night I was kind of stressing out about it and realizing that. So then we made some tweaks and changes. And the cool thing is day three, I came back and broke down the campaign and showed them and went through the webinar again. And what’s cool about the second webinar, or the second training is because I was going through what I did and what worked and what didn’t work. I knew what hadn’t worked the first time. So I had this really cool opportunity to weave in different close, different stack, different things, to close the deal from the day before. I’m going to talk about why this is so key here. Because I think I figured out something amazing. But after that section, sales started coming in like crazy. The second webinar where I broke down what I did here, but then use that, and hopefully you guys watched that, if not you missed it. But I was weaving in all these closes throughout it, it was kind of a cool thing. But I was just breaking down what we were actually doing. Then we had a break and at the end I did a virtual book tour, which is kind of a bonus training of how we got traffic and then that was it. When that one ended, sales were coming in better than the day before. I was able to fix some of the things I had done wrong back here, which was good. But there was something wrong with the, there was something….it still wasn’t quite big so I was sitting there and I was kind of… I don’t know about you guys, but when you nail it I have all this energy afterwards. When I don’t I just feel this lack of energy. When we got done afterwards I was like, it was good but I still felt this lack of energy. I felt this weirdness around this pricing strategy and if you look at pricing it was $2000 to do the online version, or $15000 to do the online plus come to Boise, plus get Fill Your Funnel and a bunch of other really cool things. And it was kind of, there was complexity in it. So we were talking about it, “Maybe we’ll open up a payment plan.” I hate payment plans and all those other sorts of stuff. Then I had this idea and I was like, “Wait a minute, what if instead of a payment plan, what if…” So this is the pricing strategy that turned this campaign from….at the end of day two we probably had $150,000 in sales to two days later we did over a million dollars in sales. What was the difference? This was the piece that was key, it was pricing. So we shifted this, if you guys watched it, I came out and said, “Hey a lot of people are asking for a payment plan, unfortunately we don’t have a payment plan. But I did decide to turn this coaching program into a $300 a month one. So you come here, it’s $297 a month, or you can get lifetime access for $2000 or you can upgrade to the $15000 and com to Boise and get all this other stuff as well. So what’s interesting, I know some of the guys on my team were nervous, “Oh no. If it goes $300 a month, everyone’s going to take that and it’s going to draw whatever…” What’s interesting is that we had people take that, but what it did was become almost like a decoy offer where it made everybody buy the $2000 offer, it’s crazy. Tons of people bought, suddenly $2000 seemed cheap versus $300 a month and it was cool for 2 reasons. One, it got people to buy that. Number two it was cool because it got a whole bunch of people on a $300 a month coaching program as well, which is one of my goals this year. How do I create a $300 a month? To be honest Frank Kern has a $300 a month thing. Ryan STewman has a $300 a month thing. I was like, “I want a $300 a month training program.” So it kind of forced us to do that, but the cool side effect, it created this really cool thing where now $300 a month or lifetime access for $2000. So it was a huge discount there, which pushed everyone to the $2 grand. When we had Neurocell, our supplement, it was kind of similar the way pricing was. We had one bottle, three bottles or four bottles. We had a pricing strategy where basically you had to be a moron to buy one bottle. Where if you had any brains at all you’d buy the four bottles. It was $80 a bottle, or it was $40 a bottle if you get three. It was crazy and it pushed everybody to where we actually wanted them. And by doing this it did that as well. It helped me do two goals. One was to help me build up a $300 a month coaching program, number two it pushed people to what I actually wanted them to do, which was the $2000, which was really cool. Now it’s been fun because people are going through there and the training for those who are going through it, it’s super in depth and intense and crazy and amazing. It’s getting me excited to watch what people are doing. So that was some of the break down. Basically the last 3 days were urgency and scarcity and that’s what pushed it over the million dollar mark. That’s, by the way, a million dollars collected. A lot of people use, can I say this publicly? The company basically went bankrupt, so I can. There’s a thing we in the industry call stomper math. In stomper math, there’s a company called stomper net and they used to do launched and they’d be like, “We did 18 million dollars.” But it was not collected, it was if all the payment plans go through for the next 5 years then they would have made 18 million or something like that. I hate that. Stomper math, this was like a 10 million dollar launch. But in real math, not common core, but real math, we collected a million dollars. So after we rebuild stuff we’ll be higher. Anyway, I thought it was cool. Urgency and scarcity from this point forward, and again, the offer was basically the thing that I wanted to sell wrapped in with the recordings of this, excuse me not the recordings. I said a curse word. You get the Expert Secrets Master Class course for free as well. So that’s kind of it. So those who were in the Two Comma Club coaching program, all the recordings of this are in the members area. So you can go back and watch them. I highly recommend at least watching these first three. These first three were probably some of the best presentations I’ve ever given, ever. I’m really proud of them and it will help you implement. The first three for those of you who are listening are The You in Expert, Create Your Digital Offer, and The Big Domino. There was something about the training, the way it worked. This training is just, I’m really proud of them, they turned out amazing. Anyway, we probably will be trying to evergreen this funnel in the near future, I’m not sure exactly how to do it yet. But in the future if you go to expertsecretsmasterclass.com, it may be there, the evergreen version where basically you opt in and we have a 24 hour countdown and it disappears after 24 hours. I don’t know, I haven’t figured that part out yet. We may or may not try that in the future. But yeah, that was kind of a breakdown of how the campaign worked and it was a lot of fun. Tons of reciprocity, tons of goodwill, a lot of people weren’t able to buy, they still got tons of stuff from that. And what’s been interesting in my business, as I’ve been watching this, the more I give away, it’s people have success with the free stuff, in fact Dan Henry is one person who said this specifically. A bunch of other people said, I feel like I owe you because I’ve made so much money from all the free stuff. Dan, I remember when he joined the inner circle, he’s like, “I feel like I owe you $25 grand for all you already gave me. So I’m just going to give it to you so I can be in your inner circle, but I feel like I owe it to you anyway.” And that’s what I want to do. I want to give people such good stuff, they can run with it and have success. So much so that in the future they’re like, “Man, I need to buy all Russell’s stuff, because I feel like I owe it to him.” So it’s kind of a good spot to be in. That’s what I’m trying to focus a lot more on. That’s kind of how the whole thing worked, it was really fun and enjoyable. The big key takeaways are number one, just giving and building this huge reciprocity streaming this huge, live streaming to YouTube and to Facebook. I think when all was said and done it was like a quarter of a million people that had seen parts of this training. It might have been more than that. It was amazing. Having an offer, a really good offer with a really good pricing strategy behind it, when Brendon comes out with his course later this year, hopefully he’ll….he’ll probably use this process to launch it. But watch how he structures his offers. I think that’s the key of it. What he does, he’ll do this whole training and be like, “Hey expert academy, my $1000 course, I’ll give you a 50% discount, so you get $500, plus you get this for free.” It’s all about creating an irresistible, amazing offer. It took us a couple of tries and while this thing was happening, tweaking our offer before it got right. That’s another thing you’ve got to understand is that we’re tweaking offers in the, as they’re happening. In the middle we’ll be like, “Ah, it’s not working. It’s not converting. Change it, tweak it.” If your thing’s not converting, change the offer, don’t like, “Ah it didn’t work.” If you would have seen the behind the scenes, and I think we probably filmed some behind the scenes of that from the behind the scenes Funnel Hacker TV show. But we’re shifting and changing and modifying things on the fly because it’s happening in real time and it’s kind of crazy. Anyway, this was a really cool thing to kind of end the launch with. You know it added an extra million dollars to the bottom line, which was cool. It helped us figure out the pricing strategy for long term when we do evergreen-ness. How to actually sell the coaching, what the right messaging…Forcing myself to do a webinar live, helped me figure out what was wrong with my webinar hook. Then having me do a webinar where I recap the whole thing gave me another deep ability to fix the things and know what to do when I make this thing an auto webinar and sell it as a coaching program in the future. And this is the other thing I learned that was awesome. When you do a webinar, and maybe this only works in my market, I’m not sure. Or like a business market. But doing a webinar and then the next day showing them what you did. The second webinar made us more money than the first. So one cool thing I’m going to start doing is, I think with some of my webinars is if somebody registers be like, “Hey, if you watch to the end, what I’m going to do is send an email with a break down where I’m going to show you behind the scenes. I’m going to show you the webinar funnel, what we did. I’m going to let you funnel hack what I just did. I’ll give you the share funnels, the emails. But you have to watch the webinar to be able to get access to that.” And it should force people to consume the webinar, which will create sales and things like that. That was a cool thing, doing a double webinar. We did that back in the day. 8 or 9 years ago we used to double things like that. We’d do one and one right after. I forgot about them and it was, I think there’s a correlation here, doing a double webinar and the second webinar is showing something, but just keeps closing sales. But it’s a different presentation. I’ll test with that and let you guys know what we figure out. Figuring out your pricing strategy was big. There’s so many cool lessons from it. Hopefully you guys watched it and experienced it. You had a chance to see behind the scenes of the numbers and metrics, the big takeaways and aha’s we learned along the way. Anyway, it was pretty awesome. Hopefully I’ll see you guys. Thank you again for listening to Marketing Secrets podcast. If you are not on iTunes, please search on iTunes, leave me some feedback and listen to it there. Because on iTunes, it’s cool because it’s not just, I think this is episode 5 or 6 or whatever we’re on Marketing Secrets, but on iTunes you get access to all of the back episodes, like 350 episodes from when I was running the Marketing Secrets show under a different name. It was called Marketing In Your Car. I highly, highly recommend you guys going back and binge listening to all of those because they are good and they are worth it. A lot of our biggest success stories people have a chance to binge through everything. Watch the video here if you’re watching on YouTube, but go to iTunes and subscribe go binge listen to everything. Catch up with us. You can be hanging out with all these things and all this stuff will make a lot more sense to you. Anyway, that was it for the 7 day launch. I hope you guys enjoyed that and we’ll talk to you guys soon. Bye everybody.

man las vegas change expert urgency boise dang forcing russell brunson brendon burchard marketing secrets cool stuff frank kern ryan stewman expert secrets dan henry stomper two comma club big domino day launch fhat funnel hacker tv funnel hackathon

Cool Stuff We Learned During Our "7 Day Launch"

Play Episode Listen Later Jun 2, 2017 17:04

The What And How

Play Episode Listen Later May 22, 2017 13:29

The secret from going from zero to a million dollars is all about identifying what it is you’re selling and how you’re selling it. On this episode Russell talks about being able to have the “What” you’re selling and “How” you’re selling it, to be able to go from $0 to $1 million. Here are some of the awesome things Russell talks about in today’s episode: Why you need to be doing a webinar weekly that you can tweak and change to be able to figure out what you should be selling and how you should be selling it. How to use your creativity as an entrepreneur to change things to what your customers want. And why once you have figured out the “what” and “how”, making a million dollars will be fast and easy. So listen below to find out why figuring out the “what” to sell and “how” to sell it can take you from 1 to 7 figures a year. ---Transcript--- What’s up everybody, this is Russell Brunson. I want to welcome you guys to Marketing Secrets. I hope you guys are having an amazing day today. It’s beautiful out here. I came out this morning and I hear the birds chirping, I was chasing ducks around and having a good time. I think I’m getting a little bit of a cold too, so I apologize. My nose sounds a little funny. Today’s an exciting day because we have a FHAT event, which means I think we have 40 people coming to this event. So probably 2/3rds are my Inner Circle members, which is always fun for me. And 1/3rd of them are people who are coming, who decided at the Funnel Hacking Event…..all of our events are called the same thing, Funnel Hacking Live. Anyway, so Funnel Hacking Live. It’ s going to be a fun 3 days. The first FHAT event, I did the whole thing myself, this time we’ll be transitioning. I’ll be doing about a third of it, a little more than a third of it. Steven is going to be doing the rest, it’s going to be fun to start seeing him take over the reins on this thing and start running with it as I’m working on some other cool things. I’m excited for this week, it’s going to be a fun one. Also we’re making, a couple of other things, Funnel Hacker TV is going live this week. We’ve been doing a behind the scenes show for 6 episodes, so today 7 will come out. Wednesday episode number 8 will come out. Thursday we’re going to do a grand big opening for the big show, which is kind of cool. Kevin who has been doing the behind the scenes show is actually going to be in Boise today, he’s coming to the FHAT event, so I had a chance to meet him which is really cool. Then Brandon Fischer, who’s done Funnel Hacker TV, he’s finishing up a bunch of episodes, so we’re going to start to launch that this week. Which will be cool because we just got done with book launch which means the pro’s and the cons, it’s been fun because we’re selling a lot of books and doing stuff, but it’s also kind of annoying because you’re always selling stuff. So the next few months I’m just going to give back and just be giving cool content. We also figured out last week, this really cool way to put together the Dotcom, or the Russell Brunson Blog, plus the Marketing Secrets podcast that you’re hanging out with me right now. As well as what’s the 3rd piece of this, oh Funnel Hacker TV. So probably in a day or so, if you go to any of those domains, russellbrunson.com, funnelhacker.tv or marketingsecrets.com, you’ll get to see all 3 blogs can hook together, all in their own different journeys. It’s going to be cool that way, it’ll be faster. After you discover me and find stuff to come back be able to start diving deep into all the different things we’re publishing, so really excited for that. I don’t even know what the best thing to share with you guys is this morning. So many cool things that we could talk about. This last week has been so cool. We’re getting pulled into some really cool things and I’m grateful for it, and I’m sure I’ll be sharing and documenting a lot of the process with you guys here, over the next few weeks, which is pretty cool. I think the coolest thing to talk about today is, I talked about this last week during, there’s a big product launch. We spent the first 3, or 4 weeks launching the book, sold I think we’re at 56,000 copies of the book now. 54,000, something like that, which is insanely cool. And at the end of it we did this cool 7 day launch, where I basically got up on stage and I taught for 3 hours a day for 3 days, so 9 hours and it was kind of cool. Because it was….as soon as you finish a book and send it to the publisher, it’s done and out of your hands. You can jack with it or mess with it anymore. And there’s other things I wanted to add to it, looking back now. I’m like, “Dangit, I wish I would have done this…” You know how it is. But I wasn’t allowed or able to. So it was kind of cool because those three days I got a chance to teach stuff that I wish was….that was in the book but I wanted to go deeper on. You know, stuff like that. The master Class was cool but we kind of modeled Brendon Burchard’s 7 day launch. So basically each day we show it, it would be up for 24 hours then pull it down. Show the next one and then pull it down. Show the next one and pull it down. And in the middle we made an offer, so we launched our 2 comma club coaching, which is really cool. We sold a lot of those, and then we closed it down last night at midnight. Actually I passed out, so I woke up this morning and shut it down. I’m kind of glad I passed out because we made an extra…a lot, from the time I passed out until, we were supposed to shut it down to the time I shut it down early this morning. It was pretty cool. I hope you guys watched that process. One of the things I talked about in there, and I’ve shared with a lot of the Inner Circle members as well. What’s the process, what are the phases in business? It’s interesting, I read books before that talk about this, but more from a business standpoint. So how to go from 1 to a million, a million to ten, ten to fifty, and fifty to a hundred. They always talk about management teams and who do you hire and all that kind of stuff, which is all good. But I’m more interested from a marketing standpoint because it changes as well. What are those different phases, how do they go? It was kind of cool, I taught that. So I showed to go from 1 to 7 figures a year is all about figuring out what it is you’re selling and how you’re selling it. Which is funny because most businesses never make it past a million bucks a year. It’s because they don’t know what they’re selling or how to sell it. They know what they’re selling, but they don’t know what customers want. So I call this the what and how phase. What is it you’re selling and how are you selling it? During this time for you, as an entrepreneur, is essentially being creative. Making different things, ideas, products, businesses, offers. You’re doing a lot of stuff until you figure it out. Until you figure it out, I’m honestly like, one the things, the products, business or offer, one of them will hit and you’ll be like, “ah, this is what people want. Sweet. I got the what now. I know exactly what they want, I know how to sell it.” And then from there, that’s what I always tell our people. Focus on, create a webinar, just sell your product and then you just keep doing it week in and week out and in that time, you’re shifting the product, shifting the services, making changes. Whatever it is. As soon as you figure that out, then boom you can start scaling it. You transition to phase number two which is going from a million to ten million. And during this time, it’s funny because I was always, I think I always fought this phase, because my fear of, I had so much fun in the creative part, of creating businesses and offers and things like that. I was afraid I was going to lose that if I started focusing on one business. It’s funny. Which I think a lot of entrepreneurs do. They fear subconsciously or consciously.. I know I feared that, and as soon as I realized it’s a creativity switch, I’m switching my creativity from launching new businesses and offers to this is my business now. I figured out the what and how, now I’m going to be focusing on how I’m going to use my creativity to make new offers and bring people in. Or how can I sell people on the back. If you’re really focused on the 3 phases to grow a business. Acquisition funnels, ascension funnels and monetization funnels. And that’s kind of the next phase. And the 3rd phase, after you get that figured out, is you switch your creativity from new offers to….actually switch your creativity to traffic. It’s been fun because that’s kind of where I’m at. In fact, last week we had a meeting with our traffic team and I told them all, “This is now my focus, here.” We had enough offers, all the pieces are in place now for our company and we’re racing to 7, 8, 9….9 figures a year. The sprinklers are coming on. I hope I don’t get soaked. I’m outside. For those who are listening, I’m outside in my backyard, that’s why you can hear all the birds chirping. Anyway, so I’m transitioning my focus to the traffic side. And the coolest thing about the traffic side, it doesn’t take you the entrepreneur as much. The creativity in businesses and offers is entrepreneur driven. The creativity in front end offers and back end offers is usually entrepreneur driven. The creativity in traffic a lot of times can be driven by other people, which is kind of cool. So for me, just because I’m excited I’m transitioning this phase where hopefully I’ll be able to take the foot off the creative gas and focus on the traffic stuff. Anyway, I guess what I really wanted to share with you guys today is because I went through this again last week. We launched the 2 comma club coaching which we shut down this morning. And we shut it down, just the coaching piece of it, did just shy of 1 million, but with the rebuild we’ll pass a million. It’s cool because I figured out the what and how but I did it over a 4 day period of time. A lot of people will spend years, 2 years, 3 years. So we started doing it and part of it, you feel. So I do the 7 day launch and I’m doing the training and it’s working, I could feel it. Okay, it’s good. Number two I did the training, but I actually did a webinar and as I did a webinar, because it’s kind of a cool thing, a teach webinar, so I showed the webinar. And the webinar happened to be pitching the thing that I was going to be selling at the end of this thing. So people had to watch me pitching them. As I was doing it, instantly I could feel, I don’t know about you, but you can feel like, “Ahhh, I did this wrong. There’s parts I did wrong.” So I’m super aware of that so the next day I came back and I had this cool opportunity to kind of re-teach, or to show what I did in the webinar and because I was aware of it, I was like, “These are the parts that I messed up on. This is what I should have done different. When I do it in the future this is how I’ll tweak things.” And I kind of walked the audience through that, and then I was able to go back through my close again as I’m showing, teaching how to do closes and kind of re-close people. And that day, sales started going crazy so I was like, “Cool, I figured out the how.” I’ve been kind of figuring out the what and then the how. And then that day, after we got done I was like, “Wait a minute, I think my pricing is wrong on this.” There was something weird in my gut. I just….it was the weirdest thing because I got done with the presentation and I wasn’t tired, but I felt bummed out because I didn’t quite do it right. So the third day after the whole thing was done, we sat there for like an hour talking about pricing and things like that. All the sudden I shifted and I was like, “Yes, this is the right pricing strategy.” So we shifted it and it doesn’t really matter for you, because going through the details of the pricing strategy because that’s less important…..as much as important as, as I was doing this offer live in front of everybody for 4 or 5 or 6…when we add urgency and scarcity, it’s about 6 days from beginning to end. The whole time on the fly I was shifting things. I shifted the presentation. I shifted the offer, the price point, shift, shift, shift and all the sudden we found the sweet spot. “Yes, this is it.” And it started just going crazy. So I’m telling everybody, what I’m telling you guys, do a webinar a week, every single week. And every single week you’re making shifts and changes. Just because, it’s not saying do the exact same webinar every single week without changing it. No, do it and then you’re like, “Okay, what was wrong? My pricing?” and you’re shifting over and over and over again and what will happen, typically for most people, the first time it’s taking them 3 or 4 weeks, maybe a month or two months of shifting and changing, shifting and changing until boom, you hit it. You figure out, this is the what and how. As soon as you figure out the what and how, boom it blows up. But we’re able to do that live in a 6 to 8 period of time because we’re getting traffic, we’re doing stuff’s happening. We’re able to shift things fast. The better you get, the faster you get at identifying and figuring out the what and how. What you’re selling and how you’re selling it. Because I honestly think as soon as you figure out those two things, what you are selling and how you are selling it, the what and how, I think a million dollars is fast and easy and simple. But most people never get past that. So it comes out into you throwing an offer out there, trying it and it fails. Trying it and it fails. Trying it and it fails. It’s a little better and you do it and do it and do it until all the sudden, boom, boom it hits. And you hit the right what and how and when you got that, then it just takes off. Anyway, I hope that helps you guys, because it happened to me this weekend and we did it and shifted things in the middle of creation and that’s we’re able to close out the week so strong. Anyway, there you go you guys. The what and the how, figure that out. What are you selling and how are you selling it. You focus on that. You know when you hit it because you’ll be able to almost instantly scale to a million bucks. Honestly. That’s how you know when you hit. Then as soon as you figure that, you hit a million, then you transition to the next phase. But for a lot of you guys, that’s the phase you’re in right now, so think about that. What are you selling, how are you selling it? Because let’s say you figure out the right product, but you don’t have the right selling mechanism, then you’re screwed right. It comes down to really identifying what are you selling. Sometimes you have really good selling mechanisms, I have a webinar, it converts, but my product sucks and it’s not growing. You’re confused, you’re like, “It’s not growing. Why can’t I scale this thing?” It’s because you got the wrong product. You got the right selling system but the wrong product, so you gotta fix those things. Anyway, that’s all I got you guys. With that said, I’m going to go in and get ready for the day, FHAT event’s starting. I’m going to wake up my kids, I’m excited. Appreciate you all and we’ll talk to you guys all again soon. Bye everybody.

focus class honestly acquisition boise inner circle dotcom russell brunson brendon burchard marketing secrets funnel hacking live dangit fhat funnel hacker tv

The What And How

Play Episode Listen Later May 22, 2017 13:29

focus class honestly acquisition boise inner circle dotcom russell brunson brendon burchard marketing secrets funnel hacking live dangit fhat funnel hacker tv

Shrink The Funnel, Extend The Value

Play Episode Listen Later Apr 18, 2017 6:05

Hours before we launch our new book, these are my thoughts. On today's episode Russell talks about his book launch and how the funnel works and why he thinks it will increase cart value. Here are some cool things in this episode: Why Russell thinks shrinking the size of the funnel will help increase cart value for his book launch. And why building a relationship on the back end is so important and has the potential to make much more money. So listen below to hear how the funnel works for the book launch today. ---Transcript--- Good morning everybody, guess what today is? Today is book launch day and I'm so excited with this really weird underlying feeling of being so tired. We totally were up last night at the office until 3 and now it's 9. So that's 6 hours since we were…..that's 4 ½ hours of sleep. That's pretty good. So a little tired, but feel good and excited and nervous all wrapped up into one huge thing. The book launch goes live in 5 hours from right now. So we're going in I have to finish the initial sales page, sales page for selling only a free book, it's pretty intense and amazing and exciting and I cannot wait for you all to see it. In fact, by the time you hear this, it'll probably be live. So that's what's happening today. We're going live. This is 18 months worth of work and effort and stress all coming down to today. It's funny because it's interesting at our events we do a hack a thon and make people stay up late and work and get a project done. At our certified partner event we make people do a hack a thon where they stay late. At our FHAT event we do that. There's something about having a deadline that makes things get done. Because we've had a long time to work on this funnel but until it was like, k this is happening tomorrow. There's just something about deadlines that make things actually get done. It's kind of like how urgency and scarcity makes people buy, urgency and scarcity makes you get stuff done. So we've got 5 or 6 of us hanging out at the office last night, we ordered sushi, working on the funnels and the pages and the videos and all the stuff. It's turning out cool. So I know they're all doing testing now and making sure all the order flow works and nothing breaks and all these kind of things. But that's kind of what's happening. I'm excited. This is going to be a short one because I'm almost to the office already and I got a lot of work to do to get this thing live. But my one thing I wanted to share with you guys that I thought was cool, I talked to the inner circle group about this, back in the day I used to think that the goal of funnel was to sell people a thousand different ways. So we used to have these funnels that were really long. Not a good long either. It was like, upsell, downsell, upsell, downsell, just kept going until people hated me. And I thought that was the power of funnels and it's not. You can make a lot of money off somebody once through a funnel, but if you do it right, you make a lot of money off them forever. It should leave them having a better experience than without buying. Or it should make the buying experience better and not a worse experience; otherwise the funnel was a bad thing. And I don't want these to be bad things for me or for anyone. So I've been and you've all been into funnels where you get caught in this trap of upsells and downsells and it's horrible. So my whole mindset this launch is how do we shorten the funnel? Which seems counterintuitive, but I want to shorten the funnel and then extend the value on the back. So what that means is basically when you go to book funnel you notice a couple of things. Page one you put in your shipping address, then page two basically you go from the book, to we upgrade you to the funnel hacker black box and also put in the fast product creation training. So even though it's a free book, during the check out process people will spend almost $70. So we increased our average cart, potential average cart value that much even though it's a free offer. And then we just only have one real upsell. So the upsells there. If you say no to those there's a downsell, but other than that it's over. And then the transaction ends and on the thank you page, this is where we start the extending of the relationship building side of it. So you come in the thank you page, there's a 90 minute video of me training, which is one of my best, I'm proud of it, one of the best videos. So they get that, they get 90 minutes of education and training and it's amazing. And the call to action at the end of the training is an opt in to this web class. They opt in to the web class and there's 2 hours and 20 minutes of training that happens over the next few days. Anyway, when you look at it, it's like I'm extending, I'm shrinking the cart while still increasing the average cart value, then extending the value on the back side of it. But anyway, that five day class pushes them into a $997 Clickfunnels thing and then from there it transitions to the next thing. But it's just interesting. So my thought for today, first off make your funnels cool so people have a good experience and they enjoy the process. Shrink the size of the funnel while increasing the average cart value in a cool way that people enjoy. Then extend the back end follow up funnels through the training and education to build the relationship moving forward with people. Anyway, that's my thoughts. I might be completely wrong, but I think I'm right. So we'll find out soon, like 5 hours from now. Anyway, appreciate you guys for listening. I hope you have an amazing day and we'll talk to you guys soon.

extend funnel shrink clickfunnels transcript good fhat

Shrink The Funnel, Extend The Value

Play Episode Listen Later Apr 18, 2017 6:05

Hours before we launch our new book, these are my thoughts. On today’s episode Russell talks about his book launch and how the funnel works and why he thinks it will increase cart value. Here are some cool things in this episode: Why Russell thinks shrinking the size of the funnel will help increase cart value for his book launch. And why building a relationship on the back end is so important and has the potential to make much more money. So listen below to hear how the funnel works for the book launch today. ---Transcript--- Good morning everybody, guess what today is? Today is book launch day and I’m so excited with this really weird underlying feeling of being so tired. We totally were up last night at the office until 3 and now it’s 9. So that’s 6 hours since we were…..that’s 4 ½ hours of sleep. That’s pretty good. So a little tired, but feel good and excited and nervous all wrapped up into one huge thing. The book launch goes live in 5 hours from right now. So we’re going in I have to finish the initial sales page, sales page for selling only a free book, it’s pretty intense and amazing and exciting and I cannot wait for you all to see it. In fact, by the time you hear this, it’ll probably be live. So that’s what’s happening today. We’re going live. This is 18 months worth of work and effort and stress all coming down to today. It’s funny because it’s interesting at our events we do a hack a thon and make people stay up late and work and get a project done. At our certified partner event we make people do a hack a thon where they stay late. At our FHAT event we do that. There’s something about having a deadline that makes things get done. Because we’ve had a long time to work on this funnel but until it was like, k this is happening tomorrow. There’s just something about deadlines that make things actually get done. It’s kind of like how urgency and scarcity makes people buy, urgency and scarcity makes you get stuff done. So we’ve got 5 or 6 of us hanging out at the office last night, we ordered sushi, working on the funnels and the pages and the videos and all the stuff. It’s turning out cool. So I know they’re all doing testing now and making sure all the order flow works and nothing breaks and all these kind of things. But that’s kind of what’s happening. I’m excited. This is going to be a short one because I’m almost to the office already and I got a lot of work to do to get this thing live. But my one thing I wanted to share with you guys that I thought was cool, I talked to the inner circle group about this, back in the day I used to think that the goal of funnel was to sell people a thousand different ways. So we used to have these funnels that were really long. Not a good long either. It was like, upsell, downsell, upsell, downsell, just kept going until people hated me. And I thought that was the power of funnels and it’s not. You can make a lot of money off somebody once through a funnel, but if you do it right, you make a lot of money off them forever. It should leave them having a better experience than without buying. Or it should make the buying experience better and not a worse experience; otherwise the funnel was a bad thing. And I don’t want these to be bad things for me or for anyone. So I’ve been and you’ve all been into funnels where you get caught in this trap of upsells and downsells and it’s horrible. So my whole mindset this launch is how do we shorten the funnel? Which seems counterintuitive, but I want to shorten the funnel and then extend the value on the back. So what that means is basically when you go to book funnel you notice a couple of things. Page one you put in your shipping address, then page two basically you go from the book, to we upgrade you to the funnel hacker black box and also put in the fast product creation training. So even though it’s a free book, during the check out process people will spend almost $70. So we increased our average cart, potential average cart value that much even though it’s a free offer. And then we just only have one real upsell. So the upsells there. If you say no to those there’s a downsell, but other than that it’s over. And then the transaction ends and on the thank you page, this is where we start the extending of the relationship building side of it. So you come in the thank you page, there’s a 90 minute video of me training, which is one of my best, I’m proud of it, one of the best videos. So they get that, they get 90 minutes of education and training and it’s amazing. And the call to action at the end of the training is an opt in to this web class. They opt in to the web class and there’s 2 hours and 20 minutes of training that happens over the next few days. Anyway, when you look at it, it’s like I’m extending, I’m shrinking the cart while still increasing the average cart value, then extending the value on the back side of it. But anyway, that five day class pushes them into a $997 Clickfunnels thing and then from there it transitions to the next thing. But it’s just interesting. So my thought for today, first off make your funnels cool so people have a good experience and they enjoy the process. Shrink the size of the funnel while increasing the average cart value in a cool way that people enjoy. Then extend the back end follow up funnels through the training and education to build the relationship moving forward with people. Anyway, that’s my thoughts. I might be completely wrong, but I think I’m right. So we’ll find out soon, like 5 hours from now. Anyway, appreciate you guys for listening. I hope you have an amazing day and we’ll talk to you guys soon.

extend funnel shrink clickfunnels transcript good fhat

How To Sell Everything For Free

Play Episode Listen Later Apr 17, 2017 14:04

My new secret formula to sell everything I sell, for free. In this episode Russell talks about his new book funnel that is launching this week and how he shifted the way he is selling it to hopefully make the offer irresistible. Here are some of the interesting things you can look forward to in today's episode: How shifting an offer by making it free, makes the offer irresistible. How Russell can still make money when everything is free. And How Russell is using things he recently learned from Brendon Burchard in his book funnel. So listen below to find out how you can still make money when everything is free. ---Transcript--- What's up everybody, this is Russell. Welcome back, I'm glad to have you guys here. I just got done with my daughter's soccer practice, or not practice, it was a game and they did good. Now I'm heading home to go grab sandwiches for everybody. My wife and I took different cars because I had to film an upsell video real quick. Anyway, I got the upsell video done and then flew out here to the soccer game and now I'm heading back home. I'm grabbing some Jimmy Johns on the way for the kiddos, some sandwiches for the adults, which will be kind of fun. So that's what's happening in my personal life. But I got something, I don't normally do this, this time of day, but I've got something exciting I want to share with you guys that I think is going to be huge, huge, huge for value. One of the things on my mind right now is offers. How do you create an offer that's so irresistible that people have to give you money? There's no logical way. One of the biggest, sorry, I didn't finish my sentence. There's no logical way for someone to no to you. Alex Mendosian from the Inner Circle, as we were talking, he's one of the kings of creating offers that are so good you have to be an idiot…..he figures out a way to first off, to build gyms by giving people exactly what they want for free. But then, he's getting paid 500 dollars to do that, don't ask me how he does it, because it's a little complicated to explain. Then he got gym owners to basically let him come in and build their gyms for them, for free and in exchange they give him 50 thousand dollars. Once again, how does he do that? I don't know how to explain it, but it's pretty cool. And it's awesome, so he's really, really good at that. There's other people who are really good at. I watch as other people struggle. They're like, ‘Man, I created this course and no one's buying it.” And it's like, “The problem is you're selling the course. That's not sexy, nobody just wants to buy a course.” You have to understand that. To create, if you look at when we launched Clickfunnels, you look at the webinar that's taken us to where we are today, if you notice this one little intricacy, I didn't sell Clickfunnels on the webinar. “What Russell? I thought you sold Clickfunnels, that's how you built it up so big.” No, I didn't. If you look at the offer, what the offer was when you buy Funnel Hacks for $997, you buy this course that's amazing for $997, when you do that you get Clickfunnels for free for the next 6 months. That's the offer. You look at that and you're like, huh. Yes I want Clickfunnels for free, so I will buy the course. So I created an offer that's, because what they really want is Clickfunnels. I'm like, I'm going to give you Clickfunnels for free, who wants it for free? “I want it for free.” Sweet. When you invest in this training course, you get it for free. That little shift was huge for us. Before I was selling Clickfunnels, and you get this Funnel Hacks thing for free, what they really wanted was Clickfunnels, so I give them that for free when they buy the course. Shifting the offer. Same products, same deliverables, different way you structure the offer. As I was telling you about Brendon Burchard, Brendon was showing me some of their offers and this one, I'll kind of walk you guys through it, but he showed me this really cool process he does called the seven day launches, and I showed the inner circle meetings. I walked everybody through it in our groups. People are all going nuts, we're about to launch our first, which I'm excited for. But what's interesting is as I was looking at his offer, it's brilliant because….How do I explain it? Basically he creates a course for people live, so you get to watch for 12 hours as he creates an actual course, and you see the whole thing live. So then the average mind would say, “Okay, the product I'm going to sell now is that course.” The context of this is kind of hard, because you guys don't have the back story, but just pretend like you understand. He creates a course, let's people watch it live and at the end he offers a product. So the logical thing would be to sell the course, they just saw it, they want it. But he doesn't sell the course, instead he sells a different course, gives a huge 50% discount on that course. When they buy that they get the thing that they just watched him create for free. So it's shifting the offer, which is the magic. So as I've been kind of thinking through this, I was launching, we're launching the Expert Secrets book in a few days, and today I came in the office and the funnel I had was good, they were all good offers, but a good offer doesn't make you tens of millions of dollars, like an insane, irresistible offer does. So I kind of took our existing funnel, scratched all that and said, ‘we're starting over.” And I shifted the whole thing and we changed the funnel and the offers and now it's insanely good. Should I walk you guys through the whole funnel? I have a little time, okay we'll do that. So this is what's going to happen in the funnel. Somebody will come to the page and you'll notice all the ads about free book, free book, free book. Why would I do that? Irresistible offer. Free book, you cover shipping. The message is always like, I'll pay for the book, you pay for the shipping. That's the message, irresistible offer, “Okay I want the book.” They go to buy the book, they put in step number one, shipping address. Step number two says, “cool, here's the book for free like we said. Or you can upgrade right now and get the Funnel Hacker Black Box, which gives you both of my books, plus these other four books, plus these other cool things and it's just $37.” So they can upgrade, which is again another irresistible offer. You're going from this to this other thing and it's still irresistible. So there's the irresistible offer. Then there's an order form bump, which again is another irresistible offer. “hey you're going to get blah for free when you buy this training course at a huge discount.” Or something like that, I haven't figured that one out exactly yet. But there will be a training course there, which is awesome. Then the upsell. The upsell was going to be, I recorded both Dotcom Secrets, and Expert secrets audiobooks, I was going to sell that. My hard cost is kind of expensive. It's about $40 for me to have these MP3's that are shipped. They're not Chinese ones, they're actually American ones and they're more expensive, but they're really, really cool. You can do double speed on the MP3 player and a bunch of other cool things. So it's a really cool offer product. I was going to sell that but I'm like, Okay, my hard costs are I think close to, I can't remember exactly, I think close to $40. So I was like, what if I sell this for $100? But I'm like, I have to pay affiliates 40% commission, it gets really expensive really fast. So there's not very much margin there, but I need the margin in there to be able to do what I need to do. I need the margin to be able to buy ads and all those kind of things. So I'm like, what would I do? So I said, what if we do this, what if we increase the price to $150 for the MP3 player. And then its expensive MP3 player. I was like, wait. What if we shift the offer. So we shifted the offer. So what I'm doing now instead is like, “Look, if you guys want I will give you this MP3 player for free. You get it completely free. But to get it for free you have to invest in this course right here which is A Perfect Webinar Secrets training course. The training course sells for $297 but what you're going to do is you're going to get, because you're on this page, you get a 50% discount. So you get the entire course for $147, you get half off, if you buy right now and you get the MP4 player for free.” Boom. Boom, did you guys hear the bomb drop? Boom, irresistible offer. Because who doesn't want the MP3 player for free? You want it and you're like, you only get it when you buy this course, but you get a 50% discount on that course and all the sudden it's an irresistible offer. I look at my other courses I've done in the past, usually like $197 to $297 offer, I'm getting 5-7% that take that. I'm excited to find out what the percentage is on this. My guess is I'll be in double digits. We'll be hopefully at least in high double digits. That's kind of cool. We'll find out, time will tell. I remember a long time ago, Anik Singal and Mike Filsaime put out a product called Launch Tree, and I remember one of the things they said in there was, “You want to say the word free a million times on the upsell page.” For example let's say you sell ten CD's on the upsell page, you want to be like, “You get these 9 CD's for free when you invest in this one right here. You buy this one here you get the other 9 for free.” Try to figure out how you make your offer free. It's all about how you make it free, free, free. Now I'm giving away a free MP3 player, when you get 50% discount on this course you need anyway. So that's the irresistible offer. And then if they say no to that, the down sell is like, “okay, how about this, if you don't want the MP3 player, it costs me $50 to ship it to you anyway. How about this, it'll save us both money. I won't ship it to you, you get the digital copy, it's only $97 dollars.” So we drop sell that and then I'm going to do one other cool thing on the down sell. You get the digital whatever or it's like, “How about this, or if you decide to actually get the MP3 player, I'll throw in these other cool bonuses as well.” To push you over the edge. That's going to be kind of cool. Then the next page I'm going to thank them and then I'm going to say basically, “It's time to start your education and this first three chapters of the book are about building a massive movement. This is a 90 minute presentation I did at Funnel Hacking Live about building a mass movement and I want you to watch it now.” And then they watch the video, which it helps understand building a mass movement, building a culture, attractive character, all that kind of stuff that builds out the first three sections of the book. They watch that and then they bought after the video, tells them to go register for the Funnel Hacks webinar, register for that. It's an auto webinar and it puts them through to sell them the thousand dollar product of Clickfunnels. So that's the first part of the funnel, the first point of sale. So they go free book, or they can get the black box, then they get the order form bump, then they get the MP3 player for free, basically everything so far has been free for the most part. And then they get the get the training video for free, they get the webinar for free. And if they buy funnel hacks they get Clickfunnels for free. Everything I've sold so far is free, yet my average cart value, my potential average cart value is like, 15, not quite that, 1300 bucks so far, which is awesome. Then after the webinar funnel ends seven days later, so this whole funnel, point of sale is 7 day follow up on the webinar, and then what's exciting is….what was I going to say? What's exciting is then, after day seven then I transition them to I don't know if I told you guys this when I was hanging out with Brendon, I might have told you on the plane. But he did a big product launch for, it was a $2 thousand course and he sold like 2200 copies and then the week later he sold the swipe files to that launch where it was like the sales videos, the transcripts, emails all that kind of stuff. For $97 he sold 6500 of those, something crazy like that. So what I'm going to do is at the end of the funnel, like a week later be like, “Hey you just went through this cool funnel. It was a book funnel, plus webinars, a whole funnel stacking thing. What I'll do is if you want, I'll give you all the swipe files, the emails, the everything for free, once again it's free if you join Funnel University.” Boom, get them into Funnel University. And when you join Funnel University you get my Funnel Stacking book and a bunch of other things for free.” So it's free but they pay me $97. So it's coming back to how you make things free, even when they're paying. So they get that whole cool thing for free when they join Funnel University. And then for 2 days I'll be pushing that offer then we'll down sell, if they don't want to pay $97 a month, which is what we're raising the price to, they can get a trial, but they don't get the free things shipped out to them. Boom, the next three days and from there we transition into the seven day launch, Brendon Burchard, I'm messing up his name….his style funnel, which is basically training for free for three days. And then giving that thing that they just watched you record for free. They get it for free when they invest in your next thing and then the next thing is going to be our Secrets Master Class or the FHAT event. And that's kind of the funnel. That's the first 14 days. That's kind of what's happening. I know it's hard to see that visually as I explain it, but hopefully you're getting the concept, you're understanding how you make everything for free. That's the key I wanted to share with you guys today. Making offers so irresistible that people have to say yes. I hope that helps, I hope it helps to start thinking through your offers. If you're selling a course for a thousand bucks, that's just a course, it's going to be hard to sell. But if you sell your sales scripts for $997 and they get the whole created course for free, then it becomes, you know something like that, then it becomes an irresistible offer. They're like, “I need the sales scripts. I'll pay $1000 for that because I want the other stuff for free.” How do you structure that. What do you have and how do make that offer as sexy as possible? I think I did a podcast a couple of months back about turning up the sexy on your offers. It's kind of something similar. But just thinking about that. How do you add free into everything? Hopefully it gives you enough case studies and ideas and examples. Worst case scenario, if you don't understand what I'm talking about then on April 18th or beyond, probably by the time most of you guys hear this, it'll be live. Go to expertsecrets.com, get your book and watch the process in motion. Buy slowly so you don't miss any of it. I hope you guys enjoy it. Appreciate you all for listening, subscribing and hanging out with me all the time in the car, or wherever you may be right now. With that said, I'm at Jimmy John's right now, I'm grabbing some sandwiches, go feed the kids. Then I gotta get back to finishing out this funnel so it'll be ready for you guys to see. Alright we'll talk soon. Bye everybody.

american man chinese boom shifting cd expert inner circle irresistible clickfunnels brendon burchard jimmy johns mp4 expert secrets funnel hacking live dotcom secrets anik singal mike filsaime funnel hacks fhat funnel university secrets master class

How To Sell Everything For Free

Play Episode Listen Later Apr 17, 2017 14:04

My new secret formula to sell everything I sell, for free. In this episode Russell talks about his new book funnel that is launching this week and how he shifted the way he is selling it to hopefully make the offer irresistible. Here are some of the interesting things you can look forward to in today’s episode: How shifting an offer by making it free, makes the offer irresistible. How Russell can still make money when everything is free. And How Russell is using things he recently learned from Brendon Burchard in his book funnel. So listen below to find out how you can still make money when everything is free. ---Transcript--- What’s up everybody, this is Russell. Welcome back, I’m glad to have you guys here. I just got done with my daughter’s soccer practice, or not practice, it was a game and they did good. Now I’m heading home to go grab sandwiches for everybody. My wife and I took different cars because I had to film an upsell video real quick. Anyway, I got the upsell video done and then flew out here to the soccer game and now I’m heading back home. I’m grabbing some Jimmy Johns on the way for the kiddos, some sandwiches for the adults, which will be kind of fun. So that’s what’s happening in my personal life. But I got something, I don’t normally do this, this time of day, but I’ve got something exciting I want to share with you guys that I think is going to be huge, huge, huge for value. One of the things on my mind right now is offers. How do you create an offer that’s so irresistible that people have to give you money? There’s no logical way. One of the biggest, sorry, I didn’t finish my sentence. There’s no logical way for someone to no to you. Alex Mendosian from the Inner Circle, as we were talking, he’s one of the kings of creating offers that are so good you have to be an idiot…..he figures out a way to first off, to build gyms by giving people exactly what they want for free. But then, he’s getting paid 500 dollars to do that, don’t ask me how he does it, because it’s a little complicated to explain. Then he got gym owners to basically let him come in and build their gyms for them, for free and in exchange they give him 50 thousand dollars. Once again, how does he do that? I don’t know how to explain it, but it’s pretty cool. And it’s awesome, so he’s really, really good at that. There’s other people who are really good at. I watch as other people struggle. They’re like, ‘Man, I created this course and no one’s buying it.” And it’s like, “The problem is you’re selling the course. That’s not sexy, nobody just wants to buy a course.” You have to understand that. To create, if you look at when we launched Clickfunnels, you look at the webinar that’s taken us to where we are today, if you notice this one little intricacy, I didn’t sell Clickfunnels on the webinar. “What Russell? I thought you sold Clickfunnels, that’s how you built it up so big.” No, I didn’t. If you look at the offer, what the offer was when you buy Funnel Hacks for $997, you buy this course that’s amazing for $997, when you do that you get Clickfunnels for free for the next 6 months. That’s the offer. You look at that and you’re like, huh. Yes I want Clickfunnels for free, so I will buy the course. So I created an offer that’s, because what they really want is Clickfunnels. I’m like, I’m going to give you Clickfunnels for free, who wants it for free? “I want it for free.” Sweet. When you invest in this training course, you get it for free. That little shift was huge for us. Before I was selling Clickfunnels, and you get this Funnel Hacks thing for free, what they really wanted was Clickfunnels, so I give them that for free when they buy the course. Shifting the offer. Same products, same deliverables, different way you structure the offer. As I was telling you about Brendon Burchard, Brendon was showing me some of their offers and this one, I’ll kind of walk you guys through it, but he showed me this really cool process he does called the seven day launches, and I showed the inner circle meetings. I walked everybody through it in our groups. People are all going nuts, we’re about to launch our first, which I’m excited for. But what’s interesting is as I was looking at his offer, it’s brilliant because….How do I explain it? Basically he creates a course for people live, so you get to watch for 12 hours as he creates an actual course, and you see the whole thing live. So then the average mind would say, “Okay, the product I’m going to sell now is that course.” The context of this is kind of hard, because you guys don’t have the back story, but just pretend like you understand. He creates a course, let’s people watch it live and at the end he offers a product. So the logical thing would be to sell the course, they just saw it, they want it. But he doesn’t sell the course, instead he sells a different course, gives a huge 50% discount on that course. When they buy that they get the thing that they just watched him create for free. So it’s shifting the offer, which is the magic. So as I’ve been kind of thinking through this, I was launching, we’re launching the Expert Secrets book in a few days, and today I came in the office and the funnel I had was good, they were all good offers, but a good offer doesn’t make you tens of millions of dollars, like an insane, irresistible offer does. So I kind of took our existing funnel, scratched all that and said, ‘we’re starting over.” And I shifted the whole thing and we changed the funnel and the offers and now it’s insanely good. Should I walk you guys through the whole funnel? I have a little time, okay we’ll do that. So this is what’s going to happen in the funnel. Somebody will come to the page and you’ll notice all the ads about free book, free book, free book. Why would I do that? Irresistible offer. Free book, you cover shipping. The message is always like, I’ll pay for the book, you pay for the shipping. That’s the message, irresistible offer, “Okay I want the book.” They go to buy the book, they put in step number one, shipping address. Step number two says, “cool, here’s the book for free like we said. Or you can upgrade right now and get the Funnel Hacker Black Box, which gives you both of my books, plus these other four books, plus these other cool things and it’s just $37.” So they can upgrade, which is again another irresistible offer. You’re going from this to this other thing and it’s still irresistible. So there’s the irresistible offer. Then there’s an order form bump, which again is another irresistible offer. “hey you’re going to get blah for free when you buy this training course at a huge discount.” Or something like that, I haven’t figured that one out exactly yet. But there will be a training course there, which is awesome. Then the upsell. The upsell was going to be, I recorded both Dotcom Secrets, and Expert secrets audiobooks, I was going to sell that. My hard cost is kind of expensive. It’s about $40 for me to have these MP3’s that are shipped. They’re not Chinese ones, they’re actually American ones and they’re more expensive, but they’re really, really cool. You can do double speed on the MP3 player and a bunch of other cool things. So it’s a really cool offer product. I was going to sell that but I’m like, Okay, my hard costs are I think close to, I can’t remember exactly, I think close to $40. So I was like, what if I sell this for $100? But I’m like, I have to pay affiliates 40% commission, it gets really expensive really fast. So there’s not very much margin there, but I need the margin in there to be able to do what I need to do. I need the margin to be able to buy ads and all those kind of things. So I’m like, what would I do? So I said, what if we do this, what if we increase the price to $150 for the MP3 player. And then its expensive MP3 player. I was like, wait. What if we shift the offer. So we shifted the offer. So what I’m doing now instead is like, “Look, if you guys want I will give you this MP3 player for free. You get it completely free. But to get it for free you have to invest in this course right here which is A Perfect Webinar Secrets training course. The training course sells for $297 but what you’re going to do is you’re going to get, because you’re on this page, you get a 50% discount. So you get the entire course for $147, you get half off, if you buy right now and you get the MP4 player for free.” Boom. Boom, did you guys hear the bomb drop? Boom, irresistible offer. Because who doesn’t want the MP3 player for free? You want it and you’re like, you only get it when you buy this course, but you get a 50% discount on that course and all the sudden it’s an irresistible offer. I look at my other courses I’ve done in the past, usually like $197 to $297 offer, I’m getting 5-7% that take that. I’m excited to find out what the percentage is on this. My guess is I’ll be in double digits. We’ll be hopefully at least in high double digits. That’s kind of cool. We’ll find out, time will tell. I remember a long time ago, Anik Singal and Mike Filsaime put out a product called Launch Tree, and I remember one of the things they said in there was, “You want to say the word free a million times on the upsell page.” For example let’s say you sell ten CD’s on the upsell page, you want to be like, “You get these 9 CD’s for free when you invest in this one right here. You buy this one here you get the other 9 for free.” Try to figure out how you make your offer free. It’s all about how you make it free, free, free. Now I’m giving away a free MP3 player, when you get 50% discount on this course you need anyway. So that’s the irresistible offer. And then if they say no to that, the down sell is like, “okay, how about this, if you don’t want the MP3 player, it costs me $50 to ship it to you anyway. How about this, it’ll save us both money. I won’t ship it to you, you get the digital copy, it’s only $97 dollars.” So we drop sell that and then I’m going to do one other cool thing on the down sell. You get the digital whatever or it’s like, “How about this, or if you decide to actually get the MP3 player, I’ll throw in these other cool bonuses as well.” To push you over the edge. That’s going to be kind of cool. Then the next page I’m going to thank them and then I’m going to say basically, “It’s time to start your education and this first three chapters of the book are about building a massive movement. This is a 90 minute presentation I did at Funnel Hacking Live about building a mass movement and I want you to watch it now.” And then they watch the video, which it helps understand building a mass movement, building a culture, attractive character, all that kind of stuff that builds out the first three sections of the book. They watch that and then they bought after the video, tells them to go register for the Funnel Hacks webinar, register for that. It’s an auto webinar and it puts them through to sell them the thousand dollar product of Clickfunnels. So that’s the first part of the funnel, the first point of sale. So they go free book, or they can get the black box, then they get the order form bump, then they get the MP3 player for free, basically everything so far has been free for the most part. And then they get the get the training video for free, they get the webinar for free. And if they buy funnel hacks they get Clickfunnels for free. Everything I’ve sold so far is free, yet my average cart value, my potential average cart value is like, 15, not quite that, 1300 bucks so far, which is awesome. Then after the webinar funnel ends seven days later, so this whole funnel, point of sale is 7 day follow up on the webinar, and then what’s exciting is….what was I going to say? What’s exciting is then, after day seven then I transition them to I don’t know if I told you guys this when I was hanging out with Brendon, I might have told you on the plane. But he did a big product launch for, it was a $2 thousand course and he sold like 2200 copies and then the week later he sold the swipe files to that launch where it was like the sales videos, the transcripts, emails all that kind of stuff. For $97 he sold 6500 of those, something crazy like that. So what I’m going to do is at the end of the funnel, like a week later be like, “Hey you just went through this cool funnel. It was a book funnel, plus webinars, a whole funnel stacking thing. What I’ll do is if you want, I’ll give you all the swipe files, the emails, the everything for free, once again it’s free if you join Funnel University.” Boom, get them into Funnel University. And when you join Funnel University you get my Funnel Stacking book and a bunch of other things for free.” So it’s free but they pay me $97. So it’s coming back to how you make things free, even when they’re paying. So they get that whole cool thing for free when they join Funnel University. And then for 2 days I’ll be pushing that offer then we’ll down sell, if they don’t want to pay $97 a month, which is what we’re raising the price to, they can get a trial, but they don’t get the free things shipped out to them. Boom, the next three days and from there we transition into the seven day launch, Brendon Burchard, I’m messing up his name….his style funnel, which is basically training for free for three days. And then giving that thing that they just watched you record for free. They get it for free when they invest in your next thing and then the next thing is going to be our Secrets Master Class or the FHAT event. And that’s kind of the funnel. That’s the first 14 days. That’s kind of what’s happening. I know it’s hard to see that visually as I explain it, but hopefully you’re getting the concept, you’re understanding how you make everything for free. That’s the key I wanted to share with you guys today. Making offers so irresistible that people have to say yes. I hope that helps, I hope it helps to start thinking through your offers. If you’re selling a course for a thousand bucks, that’s just a course, it’s going to be hard to sell. But if you sell your sales scripts for $997 and they get the whole created course for free, then it becomes, you know something like that, then it becomes an irresistible offer. They’re like, “I need the sales scripts. I’ll pay $1000 for that because I want the other stuff for free.” How do you structure that. What do you have and how do make that offer as sexy as possible? I think I did a podcast a couple of months back about turning up the sexy on your offers. It’s kind of something similar. But just thinking about that. How do you add free into everything? Hopefully it gives you enough case studies and ideas and examples. Worst case scenario, if you don’t understand what I’m talking about then on April 18th or beyond, probably by the time most of you guys hear this, it’ll be live. Go to expertsecrets.com, get your book and watch the process in motion. Buy slowly so you don’t miss any of it. I hope you guys enjoy it. Appreciate you all for listening, subscribing and hanging out with me all the time in the car, or wherever you may be right now. With that said, I’m at Jimmy John’s right now, I’m grabbing some sandwiches, go feed the kids. Then I gotta get back to finishing out this funnel so it’ll be ready for you guys to see. Alright we’ll talk soon. Bye everybody.

Behind The Scenes Of The Book Launch And Inner Circle

Play Episode Listen Later Apr 14, 2017 11:04

This week has been insane! Let me tell you a little about what's going on. On this episode Russell talks about being stressed out about his upcoming book launch while attending Inner Circle with his last two groups this week. He shares some of the things he was able to do for the book launch, while still be present at the Inner Circle meetings. Here are the awesome things you will hear in today's episode: Why everyone pays special attention to Russell's funnels and why that forces him to have to make his book launch funnel especially awesome. And what new plan Russell has now given to all 4 Inner Circle groups to help everyone ascend their businesses to 100 million dollars at the same time. So listen below to find out what hiccups Russell has run into with his book launch, and what new rule will now be implemented on Inner Circle members. ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you guys to Marketing In Your Car. It's been a little bit, I haven't talked to you guys since the airplane trip, which I think got posted today. For you guys it's right now, but for me it's been a little bit. This week has been insane. Starting with Inner Circle, we had, as you probably know at this point, we have 100 people in my Inner Circle, and basically we have 4 groups of 25. So last month we had the first 2 groups of 25, so that's 50 people, and then the last two Monday, Tuesday here, and then Wednesday, Thursday. So I just finished up the last group. I wish I could share what happens in there because it's amazing. So many cool entrepreneurs and people and it's insane that I get paid to help facilitate and hang out with these guys. So it's been good but the one thing that's been tough, my book launch starts on Tuesday. I'm not going to lie, I'm a little stressed out. A lot of stuff has been happening to get that all done and ready and I totally didn't plan it well with Inner Circle the week before. So it's been a long one. I've been up all night and then trying to be super present all day and it's just been a lot. I'm tired, I'm worn out. I wish I could take a long 3 day weekend, but tomorrow I gotta get a bunch of stuff done and then Monday, and then launch Tuesday. It's all good, fun problems to have but I'm just not a very good scheduler, I don't think. And what's crazy, Tuesday night I was going to bed and I got one of the, what I thought was going to be the sales video for the new book funnel and the video was insanely good, but it wasn't the right video for the sales page. And I was like, “Oh crap. I don't know what to do. I don't have time to make a new video for Tuesday's launch.” So I started stressing out and started looking at the book funnel. I had this really cool idea, insanely cool but it just wasn't working and I didn't know why. Anyway, I just hated the way the page look so that night I was insanely stressed. I was like, “Oh my gosh. I have no video, my funnel doesn't look good.” My funnel has to be cool because I'm kind of the funnel guy who everyone's looking at. If my funnel is ugly or doesn't work, that's embarrassing, especially since this is probably my biggest front end I will ever have. The focal point of my traffic and stuff for the next two or three years of our business and I need to make this perfect. So I was, first off stressing out about both those two things. So this is, what night is this, they're all blurring together, this is Monday night. So I just got home from the Inner Circle meeting, Monday night. This was probably like 11 o'clock at night when I had this epiphany of “I'm screwed. I don't know what to do.” So I started going crazy and I'm trying to think of all these options. How do I make this page, first off work the right way? And all the sudden I remembered this page on our old Neurocel funnel, and that was the very first funnel we ever did, and so it was one of the free plus shipping ones we did before we turned it into the one that took off. But there's this part of the funnel that was so cool and I remember it and I was like, I needed to find that. But I can't remember what the page was, it wasn't archived or on the way back machine, so I couldn't find it there. I was going through all my old emails, trying to remember which designer it was. It took me about an hour and a half and then I found it in some of my old email addresses in a random email from a designer that I forgot was the guy who actually designed it. I found it and I was like, “That's it. That's the…if I get that, it fixes the funnel.” But I was like, I don't know how to do that in Clickfunnels. Then I was like, wait a minute, the designer who did that, he lives overseas, the guy's awesome. I haven't talked to him in probably a year. So I messaged him that night. I was like, “Do you happen to be awake right now, because I need something super important, super urgent.” The guys' name is Okey, he was my main designer forever, but when Clickfunnels came out I started doing all my own stuff. I was like, “Okey, if you're around I need your help.” And he messaged back, “Yeah, hey. What can I do for you?” and I gave him this huge thing, “Basically I'm designing all these pages….” It was, I'm not going to lie, it was a pretty big order, what I asked him to do. And he's like, “Yep, I'm on it.” So he started running with that, thank heavens, I sent him tons of assets and he was running with that. And the video thing I was stressing out about and then I kind of had an idea, there was another video that the guy that did the first video, he sent another video that was, I watched it, it was legitimately amazing, but it wasn't mine, so I couldn't use it. But I was like, “oh my gosh, this is perfect.” But he gave me this process and a script, so I was like, “Okay, I gotta go to bed.” It was 1 in the morning at this point. I had to be up in like 5 hours for Inner Circle, so I was like I gotta get to bed. So I went to bed, woke up in the morning and Okey had already designed the pages to send to me and I cannot wait for you guys to see them. They were amazing. And then during Inner Circle lunch, I had a 30 minute lunch, rewrote the script, got it ready, talked to Brandon who does all of our video stuff. I was like, “Hey Brandon, I need to film this, but it's gotta happen, I don't know when.” So last night actually, he came to my house at like 9 o'clock at night. He set up the curtains and everything to film the section of the video, we started filming, and it was a 3 ½ minute video but it took us 2 ½ hours to film it. Partially because my brain is fried, partially because I was changing it on the fly. We were rewriting the script while we were going. Got it done at about 12:30 last night. And then Brandon, on top of that. The new sales page for the free book, there's literally 20 documentary video testimonials of different people in different industries and markets, and he's pulling 16-18 hour days trying to get all those videos done. All these things that are happening while I'm at Inner Circle meeting freaking out. Trying to serve these entrepreneurs at my highest level, being as present as possible. Then we have a lunch break, running into the other room and coordinating all these crazy, insane things and then running back and being present. We just got done with the last day of Inner Circle, my son had a choir thing, had to tell everyone bye and take off, jump in my car, run to go see the choir and that's where I'm at now. We just got done with the choir and I'm heading over to take the kids out to eat somewhere. So my wife's in a different car than I am, so I have a minute to talk to you guys. So that's kind of what's happening over here, and it's crazy and I'm so excited because the book launch is happening. What I want to share with you guys is just one tip that I think is cool that we're implementing and I'm really excited about it. And I think it's cool. It came from, I think I've probably talked about this. But I geek out on old marketing courses. There's something about the old ones, I like them more than new things. So I listen to a lot of Gary Halvert, a lot of Dan Kennedy, Jay Abraham, Frank Kern is still one of my favorites, I listen to Frank's stuff all the time. And Matt Furey, who is a legend. He hasn't published anything in ten years, but I still have all his old stuff. I was listening to one of his old things, back when we had one of our huge snow storms, I was shoveling our walks with our snow plow thing that I bought that I ended up running into both my Corvette and Lexus and into our house. I destroyed so much property. Anyway, that's a story for another day. But anyway, I'm listening to Matt Furey and he's talking about, at the time, this was ten years ago, there was a membership site and he had a rule with the membership site, he said people would leave and say I'm going to come back 3 or 4 months later, and they never did. Anyway, so I thought, that's pretty cool. So I was like, I want to implement that, but I was really scared. So at Inner Circle, we have 100 people and for the most part people stay all the time, but there's always some people that are like, “I'm going to put it on pause for 5 or 6 months, and I'm going to come back.” And it just bugged me because I didn't think it was fair to them, honestly, or me, or the rest of the group. And my goal with Inner Circle was take a group of 100 entrepreneurs and move them from a million dollars, to ten, to a hundred and I walked through really cool presentation twice this week, showing them that that's the plan and the path. This is where we're going and how we're getting there. I was like, “I don't want to keep bringing new people into Inner Circle because I can't, I don't want to restart over at ground zero, every single time I want to take everyone as a group together and ascend everyone and get to the point where we're at 10 million, and then a hundred million as companies. How many people's lives are we impacting? That's my goal with Inner Circle. There's a lot of people, big mastermind groups that try to scale them, and that's their business model. For me, Inner Circle is not my business model, it's a by-product, and it's something that I love because it keeps me sharp and relevant, and keeps me with my hand in literally, a hundred different businesses in tons of different markets. It gives me the ability to see some unique things. And that's the value that I get out of it, plus the money's not bad. But it's not my business. Clickfunnels is my business, this is a by-product of it. So didn't want to burn and churn and bring in people, I want to keep 100 people and I want to send these people and their businesses and their lives together as a group. So because of that, I decided we're going to create this thing. I think I talked about it with you guys a little while ago, but we're going to call it Inner Circle for life, it's going to be something where if you're in the Inner Circle, you're in. And if you leave, we'll still love you but you just can't come back in. If you're not getting at least your 25k worth, then it's not, you shouldn't be here. So we made that rule and it was scary to kind of present it, all four times. But it's cool because there were a couple of people who were upset, and there were people who honestly hadn't gotten a return on their money, and if you didn't get a return on your money after going through this process for the last twelve months, it's probably not the right fit. For those that did, it's the cheapest 25 thousand dollars you will ever spend, on earth, ever. So with that, we launched that and today was the last day I presented that, basically showing the Inner Circle for life and that's the game plan. It's cool because everyone is rallying behind that and it's becoming a thing and now it gives me the ability to work with the group at a different intimate level. And I think for a lot of your high end programs, you guys should look at that, making it something where it's Inner Circle for life, or whatever your program is, and keep people in so you can keep ascending and working with them. In fact, the only way of getting in the Inner Circle now, as of today, you have to go to the FHAT event and there has to be room to get in the Inner Circle, and if there is we hand pick people from the FHAT event. So that's the only way to get into the Inner Circle now, which is kind of cool. So with that said, I am here with my kids and my wife. I'm going to bounce. Appreciate you guys, and we'll talk to you guys again, probably tomorrow. See you guys.

starting behind the scenes inner circle corvettes book launches lexus clickfunnels partially russell brunson dan kennedy jay abraham frank kern okey matt furey fhat

Behind The Scenes Of The Book Launch And Inner Circle

Play Episode Listen Later Apr 14, 2017 11:04

This week has been insane! Let me tell you a little about what’s going on. On this episode Russell talks about being stressed out about his upcoming book launch while attending Inner Circle with his last two groups this week. He shares some of the things he was able to do for the book launch, while still be present at the Inner Circle meetings. Here are the awesome things you will hear in today’s episode: Why everyone pays special attention to Russell’s funnels and why that forces him to have to make his book launch funnel especially awesome. And what new plan Russell has now given to all 4 Inner Circle groups to help everyone ascend their businesses to 100 million dollars at the same time. So listen below to find out what hiccups Russell has run into with his book launch, and what new rule will now be implemented on Inner Circle members. ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you guys to Marketing In Your Car. It’s been a little bit, I haven’t talked to you guys since the airplane trip, which I think got posted today. For you guys it’s right now, but for me it’s been a little bit. This week has been insane. Starting with Inner Circle, we had, as you probably know at this point, we have 100 people in my Inner Circle, and basically we have 4 groups of 25. So last month we had the first 2 groups of 25, so that’s 50 people, and then the last two Monday, Tuesday here, and then Wednesday, Thursday. So I just finished up the last group. I wish I could share what happens in there because it’s amazing. So many cool entrepreneurs and people and it’s insane that I get paid to help facilitate and hang out with these guys. So it’s been good but the one thing that’s been tough, my book launch starts on Tuesday. I’m not going to lie, I’m a little stressed out. A lot of stuff has been happening to get that all done and ready and I totally didn’t plan it well with Inner Circle the week before. So it’s been a long one. I’ve been up all night and then trying to be super present all day and it’s just been a lot. I’m tired, I’m worn out. I wish I could take a long 3 day weekend, but tomorrow I gotta get a bunch of stuff done and then Monday, and then launch Tuesday. It’s all good, fun problems to have but I’m just not a very good scheduler, I don’t think. And what’s crazy, Tuesday night I was going to bed and I got one of the, what I thought was going to be the sales video for the new book funnel and the video was insanely good, but it wasn’t the right video for the sales page. And I was like, “Oh crap. I don’t know what to do. I don’t have time to make a new video for Tuesday’s launch.” So I started stressing out and started looking at the book funnel. I had this really cool idea, insanely cool but it just wasn’t working and I didn’t know why. Anyway, I just hated the way the page look so that night I was insanely stressed. I was like, “Oh my gosh. I have no video, my funnel doesn’t look good.” My funnel has to be cool because I’m kind of the funnel guy who everyone’s looking at. If my funnel is ugly or doesn’t work, that’s embarrassing, especially since this is probably my biggest front end I will ever have. The focal point of my traffic and stuff for the next two or three years of our business and I need to make this perfect. So I was, first off stressing out about both those two things. So this is, what night is this, they’re all blurring together, this is Monday night. So I just got home from the Inner Circle meeting, Monday night. This was probably like 11 o’clock at night when I had this epiphany of “I’m screwed. I don’t know what to do.” So I started going crazy and I’m trying to think of all these options. How do I make this page, first off work the right way? And all the sudden I remembered this page on our old Neurocel funnel, and that was the very first funnel we ever did, and so it was one of the free plus shipping ones we did before we turned it into the one that took off. But there’s this part of the funnel that was so cool and I remember it and I was like, I needed to find that. But I can’t remember what the page was, it wasn’t archived or on the way back machine, so I couldn’t find it there. I was going through all my old emails, trying to remember which designer it was. It took me about an hour and a half and then I found it in some of my old email addresses in a random email from a designer that I forgot was the guy who actually designed it. I found it and I was like, “That’s it. That’s the…if I get that, it fixes the funnel.” But I was like, I don’t know how to do that in Clickfunnels. Then I was like, wait a minute, the designer who did that, he lives overseas, the guy’s awesome. I haven’t talked to him in probably a year. So I messaged him that night. I was like, “Do you happen to be awake right now, because I need something super important, super urgent.” The guys’ name is Okey, he was my main designer forever, but when Clickfunnels came out I started doing all my own stuff. I was like, “Okey, if you’re around I need your help.” And he messaged back, “Yeah, hey. What can I do for you?” and I gave him this huge thing, “Basically I’m designing all these pages….” It was, I’m not going to lie, it was a pretty big order, what I asked him to do. And he’s like, “Yep, I’m on it.” So he started running with that, thank heavens, I sent him tons of assets and he was running with that. And the video thing I was stressing out about and then I kind of had an idea, there was another video that the guy that did the first video, he sent another video that was, I watched it, it was legitimately amazing, but it wasn’t mine, so I couldn’t use it. But I was like, “oh my gosh, this is perfect.” But he gave me this process and a script, so I was like, “Okay, I gotta go to bed.” It was 1 in the morning at this point. I had to be up in like 5 hours for Inner Circle, so I was like I gotta get to bed. So I went to bed, woke up in the morning and Okey had already designed the pages to send to me and I cannot wait for you guys to see them. They were amazing. And then during Inner Circle lunch, I had a 30 minute lunch, rewrote the script, got it ready, talked to Brandon who does all of our video stuff. I was like, “Hey Brandon, I need to film this, but it’s gotta happen, I don’t know when.” So last night actually, he came to my house at like 9 o’clock at night. He set up the curtains and everything to film the section of the video, we started filming, and it was a 3 ½ minute video but it took us 2 ½ hours to film it. Partially because my brain is fried, partially because I was changing it on the fly. We were rewriting the script while we were going. Got it done at about 12:30 last night. And then Brandon, on top of that. The new sales page for the free book, there’s literally 20 documentary video testimonials of different people in different industries and markets, and he’s pulling 16-18 hour days trying to get all those videos done. All these things that are happening while I’m at Inner Circle meeting freaking out. Trying to serve these entrepreneurs at my highest level, being as present as possible. Then we have a lunch break, running into the other room and coordinating all these crazy, insane things and then running back and being present. We just got done with the last day of Inner Circle, my son had a choir thing, had to tell everyone bye and take off, jump in my car, run to go see the choir and that’s where I’m at now. We just got done with the choir and I’m heading over to take the kids out to eat somewhere. So my wife’s in a different car than I am, so I have a minute to talk to you guys. So that’s kind of what’s happening over here, and it’s crazy and I’m so excited because the book launch is happening. What I want to share with you guys is just one tip that I think is cool that we’re implementing and I’m really excited about it. And I think it’s cool. It came from, I think I’ve probably talked about this. But I geek out on old marketing courses. There’s something about the old ones, I like them more than new things. So I listen to a lot of Gary Halvert, a lot of Dan Kennedy, Jay Abraham, Frank Kern is still one of my favorites, I listen to Frank’s stuff all the time. And Matt Furey, who is a legend. He hasn’t published anything in ten years, but I still have all his old stuff. I was listening to one of his old things, back when we had one of our huge snow storms, I was shoveling our walks with our snow plow thing that I bought that I ended up running into both my Corvette and Lexus and into our house. I destroyed so much property. Anyway, that’s a story for another day. But anyway, I’m listening to Matt Furey and he’s talking about, at the time, this was ten years ago, there was a membership site and he had a rule with the membership site, he said people would leave and say I’m going to come back 3 or 4 months later, and they never did. Anyway, so I thought, that’s pretty cool. So I was like, I want to implement that, but I was really scared. So at Inner Circle, we have 100 people and for the most part people stay all the time, but there’s always some people that are like, “I’m going to put it on pause for 5 or 6 months, and I’m going to come back.” And it just bugged me because I didn’t think it was fair to them, honestly, or me, or the rest of the group. And my goal with Inner Circle was take a group of 100 entrepreneurs and move them from a million dollars, to ten, to a hundred and I walked through really cool presentation twice this week, showing them that that’s the plan and the path. This is where we’re going and how we’re getting there. I was like, “I don’t want to keep bringing new people into Inner Circle because I can’t, I don’t want to restart over at ground zero, every single time I want to take everyone as a group together and ascend everyone and get to the point where we’re at 10 million, and then a hundred million as companies. How many people’s lives are we impacting? That’s my goal with Inner Circle. There’s a lot of people, big mastermind groups that try to scale them, and that’s their business model. For me, Inner Circle is not my business model, it’s a by-product, and it’s something that I love because it keeps me sharp and relevant, and keeps me with my hand in literally, a hundred different businesses in tons of different markets. It gives me the ability to see some unique things. And that’s the value that I get out of it, plus the money’s not bad. But it’s not my business. Clickfunnels is my business, this is a by-product of it. So didn’t want to burn and churn and bring in people, I want to keep 100 people and I want to send these people and their businesses and their lives together as a group. So because of that, I decided we’re going to create this thing. I think I talked about it with you guys a little while ago, but we’re going to call it Inner Circle for life, it’s going to be something where if you’re in the Inner Circle, you’re in. And if you leave, we’ll still love you but you just can’t come back in. If you’re not getting at least your 25k worth, then it’s not, you shouldn’t be here. So we made that rule and it was scary to kind of present it, all four times. But it’s cool because there were a couple of people who were upset, and there were people who honestly hadn’t gotten a return on their money, and if you didn’t get a return on your money after going through this process for the last twelve months, it’s probably not the right fit. For those that did, it’s the cheapest 25 thousand dollars you will ever spend, on earth, ever. So with that, we launched that and today was the last day I presented that, basically showing the Inner Circle for life and that’s the game plan. It’s cool because everyone is rallying behind that and it’s becoming a thing and now it gives me the ability to work with the group at a different intimate level. And I think for a lot of your high end programs, you guys should look at that, making it something where it’s Inner Circle for life, or whatever your program is, and keep people in so you can keep ascending and working with them. In fact, the only way of getting in the Inner Circle now, as of today, you have to go to the FHAT event and there has to be room to get in the Inner Circle, and if there is we hand pick people from the FHAT event. So that’s the only way to get into the Inner Circle now, which is kind of cool. So with that said, I am here with my kids and my wife. I’m going to bounce. Appreciate you guys, and we’ll talk to you guys again, probably tomorrow. See you guys.

starting behind the scenes inner circle corvettes book launches lexus clickfunnels partially russell brunson dan kennedy jay abraham frank kern okey matt furey fhat

SFR 44: My Little Black Book Of Business

Play Episode Listen Later Apr 13, 2017 21:05

Click above to listen in iTunes... The "Re-Epiphany" I Had While At Breakfast with Russell Brunson Hey, what's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. What's going on everyone? I've been trying to be more consistent in these podcasts. There's so many cool things going on right now. I wish I could capture it all and show you things that are going on, so many awesome little masterminds I've had with Russell lately, with lots of people, and it's been really, really fun to just learn and glean from other people. It's just been great. I've really enjoyed it, and it's been fun to, you know, like when you get in flow? You know what I mean? You get in state? Anyway, it's been cool, especially today. It's kind of funny ... So Russell and I have just been burning the midnight oil like crazy for the last couple months here, and it's been really, really fast and that's part of the reason why I can't do any kind of funnel building for anyone else anymore. What we're doing is so fast paced. It's almost out of self preservation... I mean, I really can't handle it that much more, to be honest, and, like I said last episode, we got a house, and I'm super excited about that. It's been a lot of fun to start making those preparations and things like that... But, anyway, it's been cool to ... Over the last few months, we were kind of redoing the front end of ClickFunnels together. I mean, like crazy. It's been a whole lot of fun. Russell had me go through tons and tons of quizzes, and I started noticing these patterns in how people were doing their quizzes. I promise that there's a point to this whole story, okay? Just follow me on this path, all right? Because I had this really cool thought today, and I was like, "Oh my gosh. I've got to podcast that. That was so awesome. I've got to share this." So just bear with me a little bit. This is going to sound crazy and sound random, but I promise there's a point coming to it. It's kind of fun, because we sit down and Russell and I were talking about different cool things we could do for the new front end of ClickFunnels. We wanted people who didn't know what ClickFunnels is, or didn't know what sales funnels are, or didn't know hardly what internet marketing is. We wanted those people, who don't know marketing, who don't know all that stuff, to be able to go to the front page of ClickFunnels and go, "Oh my gosh. Like, that's what this is?" We're trying to close the education gap and make that bridge even smaller so people get it ... Faster, you know, just super cool tool... You guys obviously know I'm a huge advocate of it. Someone asked me if I'm a partner. I said, "No, not yet, but hopefully someday." I want to lead down that path sometime, but anyway ... So we've been talking all this stuff, right? We've had all these different events. I'm helping prepare the FHAT event. That's F-H-A-T, Funnel Hackathon, right, and Russell's, he's put me in charge of that. I've built out and created what's called the secrets master class. It's been really fun, just fast pace, you know? We were talking to somebody, and they're like, "Is it always this crazy?" And I was like, "You know what? It's always really intense, but there's been this extra flavor of intensity since like, you know, October, November timeframe." It just seems like the heat really turned up. I was finishing a whole bunch of funnels for Funnel Hacker TV, which is going to come out soon, and I think we're going to get it here on Netflix soon, too, which is so cool! I'm gonna be on Netflix! Really excited about that... Anyways, that's what the plan is, anyway, and we figured out, we think, how to do it. And you guys will get to see ... I think it's like eight different episodes for that. It's just been really fast. You know, really, really intense. I feel like I'm looking up and going, "Wow! Three months just went by!" You know what I mean? Look up again, "Oh my gosh! That was half of a year!" And I've almost been with ClickFunnels for a full year now, which is super awesome. Anyway, it's been great. But it's kind of interesting, because I was drinking tons of caffeine to keep up with the pace. Russell was too. Just, we were kind of trashing our bodies, to be honest. There were so many reasons why I stopped building funnels on the side for other people... And that was another one of the reasons, is that I was just like, "Man, I'm not taking care of myself very well." It really started affecting me mentally, and I could tell. And Russell could tell it was doing it to him as well, and I was like, "Ugh." So we decided to do a three day juice fast cleanse. And any time Russell has any idea like that, sometimes it's like this little lurch inside me, like, "Oh, crap. This is gonna be awful. Ugh." He wants me to do colonics and stuff. I don't know if I can hack that. I'm like, "Nah, man. And if I was to go do that, I'm not gonna go with you to do that." Anyway, it's been kinda funny. So, we've been on this three day juice fast, and today was the last day. We were gonna do four days, but just so much has been going on. We're such low-energy. You basically drink juice every single day. We got it from this certain place that prepares it for us every day, and I go pick it up on my motorcycle every morning, and I bring it to both of us. We'll have a green drink together and then these wheat grass shots, and every two hours you drink another 16 ounces of a different juice. Like beet juice, to cleanse the liver. You know? It's got ginger in it, and all this other stuff. Other greens, and things like that. Another one's coconut water. Another one's almond milk. Another one's back to wheat grass juice. Back to grapefruit juice, all over the ... Anyways, it's actually a lot. It actually was more work to continue drinking that stuff than I thought so, you know? I had to do over and over and over again. It was fine, like, the first half of the day, and then I got really hungry, obviously. I started feeling it, getting headaches, things like that, about 24 hours in. And that kinda stayed that way, kind of low-energy, for the next 24 hours, but the third day was actually pretty easy for me. But Russell's really feeling it, because he was only sleeping like four hours a night this last little bit here... And he ... I could just tell, he's really struggling. And I was hungry, and today was the last day, and we made it halfway through the day, and he turns over ... We were rebuilding the front end of ClickFunnels, and I was finishing things with funnel hacks ... Anyway, we were updating lots of stuff, lots of products, to get ready for the book launch. And he turns to me, and I can just tell he's dragging, full dark circles under his eyes. And he's like, "Dude. I have got to eat!" And I was like ... Because these juice fasts are like 900 calories a day, and I was like, "Man, I'm not gonna be lifting during this." And he's like, "Dude, you have to! Make it even harder!" And I was like, "No." But he's been up, a lot, and anyway ... So he was like, "What do you want to eat, man? Does breakfast sound good?" I was like, "Sure." And it was the middle of the day. So we went and we had IHOP, and we were with Winter Jones. He helps us do some of our coding and things like that, and design work, things like that, which has been awesome. The three of us just kinda crank all of that along, and we get a lot of stuff done. It's been fun... Full sprint, which, you know, is not out of the norm for us... But, we get in the car, and Russell's driving, we're going down to IHOP ... And I know how to code a little bit, and Winter obviously is a pretty hardcore coder, and I know design, and Winter knows some design. He's very good at that also. And I know funnel stuff ... You know what I mean? And Russell kept saying, "Man, I wish I had those kinds of skills." And I thought, "That's interesting that you say that." And I said, "Well, it's okay. You've got other skill." And he's like, "No, no, no. It's totally fine. I get it. My skill has always revolved around getting other people to do the things that I can't or don't want to do, and that's how I've grown everything so fast. And that's how I move so fast." And I was sitting back, and I don't think he realized what he had said. I mean, he realized, obviously, but the impact that it had on me. I was sitting back there and I was thinking, "How interesting. How interesting that-" And we're both foggy brained, we're both feeling it from the three day juice fast thing. We're trying to cleanse and get out of our caffeine ways, trying to be more healthy and take care of ourselves, things like that. And we're going to have our first meal in a long time ... But my mind was racing... I was like, "That's so interesting, because I've had the same kinds of thoughts before that." I didn't learn how to code in school. I didn't learn how to build stuff in school. I didn't learn, really, sales, very well. I mean, there was a sales class, but it wasn't very good. It was only a couple weeks, too. It was like two or three weeks. How can you ... Sales turns all of the economy in the entire world. How are we not spending more time on this in business marketing degrees? But, anyway ... And everything, I'm self-taught, you know? I've just pushed my own way through. I was sitting there, and I was listening to him, and I thought, "Gosh, that's really interesting." And it reminded me of an experience that I had had. And I think I've shared this with you, but I'm not quite sure if I have or not, so I thought I would. There was this time I was playing ... This is gonna sound so stupid, okay? And I know what my next podcast is gonna be, and this kind of story will make more sense when you hear the next podcast. But we used to go to a gym, like basketball gym, where these two gyms in our church, side by side. But we'd turn over all the tables, and we'd bring in dozens and dozens of tennis balls. We'd split into two teams, and we would play dodge ball with tennis balls. It's slightly stupid, you know? But it was so much fun, because you really didn't want to get hit. I mean, you'd get welts sometimes. And people would get black eyes from getting hit in the face and the eyes. It was intense. You'd go sprinting as fast as you could from table to table, playing dodge ball with tennis balls... I remember that there was this time that ... And you guys are gonna think, "Why would you say something like this on Sales Funnel Broker?" Well, I'm gonna tell you why. Bear with me. It's been nine, ten minutes now. I'm still going full circle. It's been a long circle, but there's a really strong point to this, and I want to make it, because I've had several people ask, "I wish you could do this. I wish you could do this. I'm not good at this part." I was like, "So what?" Anyway, back to the story. So, we're playing dodge ball with tennis balls, and there was probably 20 or 30 of us. I mean, we'd get a big group of people together. It hurt. It was a lot of fun though. These balls just go whizzing by your face, and it was pretty close quarters. But we'd throw as hard as we could at each other on purpose, and it was really fun. But there was this time that we got there ... Because we did this for months and months, every week. There was this time we got together, and everyone was just kinda sitting around and talking and stuff, but I really wanted to play. I was trying to get everybody together to play. And I was like, "Come on guys! Come on! Let's do this together! Here, let's do this! Here, let's do this! Come on! Where's the team? Who's the team captains?" Like, whatever it is, let's split down the middle. Whatever, I just want to play. You know? And I kept walking around, and I felt like nobody was hearing me. It was really frustrating. I didn't understand why. All of the sudden, this guy, who was really tall ... And we're talking like 6'6', 6'7'. Super tall, big big big guy. He turns around, and he goes, "All right! Let's just do this!" It was like he barely said it, and everybody in the huge gym heard it, stood up, and walked over. And I was like, "What on earth just happened?" I was almost mad. So I was like, "I've been trying to get everyone to start for like 15 minutes! Why did this take so long?" And I was like, "Whatever." I kinda just sat back, and I was like, "I'm gonna just watch." I remember, I really like to observe people, and I really like watching them and observing behavior. You know what I mean? I've always been that way. So anyway, I sat back and I watched, and this guy, in like a matter of two minutes, organized the whole thing, and we got going. And I said, "How was this guy able to do it that fast and not me?" I didn't understand it. It was really confusing me. It actually really bothered me... And I realized that there are some talents and skills that people just uniquely have, that I don't. And that's okay. And there were things that I was really good at, and I knew he was not good at. It was true for everybody in the gym there. And I was like, "Huh." I remember immediately thinking ... You guys are gonna laugh at this. But I used to walk around and carry a black notebook with me, and a pen. And any time I'd have a business idea, or any time I would have any kind of what I would think was inspiration, or some kind of thing that could bless me financially, or whatever. I had a notebook, and every time I had one, I would write it down. If it was a stupid idea, if it was a great idea, whatever. I should go find that thing and read you guys some of the ideas, because some of them are pure crap. But that's not the point. The point is, I was just trying to always be in a state of flow. I was trying to constantly come out and say, "Okay. Here's this cool black notebook, and I'm ready to just have ideas. I'm ready to pursue stuff." I was always trying to be in this mental state of productivity, and execution, and, "What can I do next?" And looking for opportunity. I did that for a very long time, almost two years. It was cool. It was almost like it trained my brain, almost, to look for opportunity and see what was good, and see what was bad, and come back to it two weeks later and realize, "Wow, that was a stupid idea. Oh wow, this one might actually have potential." You know, and look at it from fresh eyes or share it with other people. I didn't hide my ideas. I started sharing with other people. I mean, there was all sorts of ... Tons of ideas. Tons of them. I almost got into condiments once. Tons and tons of stuff. A lot of you guys will know, I actually was trying to start a diamond company. We found some cool suppliers for that, and custom ring design jewelry. Really huge stuff... And a lot of it had to do with that notebook, and a lot of it had to do with me realizing that there was all these skills around me. When that happened in the gym, we were playing dodge ball with tennis balls, I realized, "Oh my gosh! That is the secret to everything! I do not have to be the best at everything." It was such a freeing thing to realize, okay? And that's what Russell was saying in the car, while we were going along. He told me. He's like, "I don't have to be the best at everything! I don't have to be the best at this. I don't have to be the best." And that's what I was realizing in the gym. That was like seven years ago that I realized that. I remember the distinct thought. I wrote it in that note book. "I do not have to be good at everything. All I need to be good at is orchestrating others' talents. My job is to be the orchestrator." And that's what I wrote, "I am the orchestrator. I'm the guy standing in front of the band or the choir or whatever. I'm the guy just putting it all together, and that's what I'm gonna be the best in the world at." I'm gonna be the best in the world at funnel building. I gotta be good at sales. You gotta be good at sales, but then that's kind of it. You don't even have to be that good at building funnels! You could have someone else do it. Lots of people in Russell's inner circle don't actually ever use ClickFunnels, ever. They have other people build their stuff for them. The only reason why I wanted to bring this up, and I know it took a while to get there, but hopefully you have this huge "Aha!" with me that I had like seven years ago and revisited today ... Anyway, it just hit me right between the eyes again. If you guys are struggling, and you feel like you are taking forever to actually produce and launch something, my guess is that you think you need to take everything on yourself. You need to stand out, and you feel like you have to be the best in the world at every little thing... Best in the world at putting a picture up, at headlines, at copy, at videos, at video editing, at sound editing, at hooking up the emails, at doing the email automation, right? Putting domains up, getting hosting, DNS records. I mean, there is so much that goes into it, all right? ClickFunnels makes it so freaking easy, way easier than it ever was. But it is still technical, right? And it creates this huge barrier, and lots of people will stand back and go, "Oh my gosh! There's so much to do!" It's like, "Yeah, but you don't have to do it alone!" And then some people will be like, "Well, I want to do it alone so I can keep all the profits." I actually understand that. I get that, but ... Shoot, use freelancer.com! I mean, you guys have seen salesfunnelbroker.com, right? Half the images in there I didn't make. I went to freelancer.com and created a contest, and had people who love doing that, and that's what gets them going. They're the ones that did it for me, right? I built Sales Funnel Broker, but I didn't do all the images. I didn't do all the little pieces here. There's a lot I didn't do. I did make my own podcast intro and outro, because I love that, and I did a lot of sound editing in high school ... Anyway, I'm obsessed with music. I'm super excited to go to concerts this summer. It's gonna be awesome. Anyways, ADD brain coming back to it. But that's the whole thing I wanted to say, is that we were coming off this three day juice fast, and it was awesome, but this crazy huge epiphany came in, again, like, "Oh man!" There's a few projects that I have been wanting to get done, that I kind of have been thinking ... There are some aspects that I do need to do on my own, because I'm trying to build my own brand. I know a lot of you guys are trying to do that for yourself as well, and that's awesome. But just know that you do not need to do it all alone! Like, go find a copy writer. Go find someone who's good at the funnel building if you don't want to do that. Go find someone who's good at the images. Just orchestrate it. You don't have to have all the pieces, or all the positions filled to start. Just start! Just get it done! Just move! Take ridiculous, massive, imperfect action. Anyway, super cool. Sorry, I feel like I'm blabbing now. But I just hope that you guys understand, and I've had it shoved into my head again, I hope you guys understand the incredible power that it is to not be tied to every single task in your business. You will die like that... I am begging you to only be attached to the tasks that bring revenue into the company. If the task does not bring revenue into the company, do not be in charge of it! Okay? I still sit down next to ... I did that today. I still sit down next to Russell and I say, "Dude, give me your hardest stuff! Whatever's giving you the most pressure in your life right now, whatever funnel, whatever project, whatever it is that you are not looking forward to doing, you just throw it right at me." And that's seriously one of the ways I've grown value in ClickFunnels so fast... I haven't even been on there a year yet! But it's because I made that habit, right? So I knew what tasks I could take on, because I was living on the revenue side of business. I've ranted about this before as well, but it's all tied in to that. Whatever you do, be the best at it, but then don't worry about all the other stuff... Hire it out, and try and do things that are only tied to revenue. If you can do that ... And that might mean that you need to go develop a new skill, which is fine. Just make sure you're passionate about it. Anyway, I'm going and going and going. I'm so sorry. But just wanted to point that that out. It was a really cool experience I had, and I feel a lot more energy in my body, which is probably why I'm ranting the way I am. I feel a lot more energy in my body after actually eating food today. I had a big old omelet. Russell had a big omelet too, and we felt life return to us. It was good though. Those juice cleanses are awesome. I'll have to do it again sometime. Anyways, guys, hope you're doing awesome! Super stoked for those of you I'm gonna see soon at the FHAT event. Well, I guess it's not for another six weeks, but it feels like it's coming up fast. Working on the book launch, working on all sorts of stuff. I got another product that I'm personally gonna be launching here, probably ... Well, I mean, we're moving. We're doing a lot of stuff, so it probably won't be for another like six weeks. But, anyways, 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!

netflix man sales putting bear hire shoot nah aha ihop dns clickfunnels little black book steve larsen sales funnel radio fhat funnel hacker tv funnel hackathon

Behind The Scenes Of Funnel Hacking Live 2017 (Part 2)

Play Episode Listen Later Mar 3, 2017 23:56

The rest of the story… On this special 2 part episode Russell recaps and summarizes what happened at Funnel Hacking Live. He also reflects on how he felt about different aspects and speakers at the event. Here are some of the cool things you will hear in this 2 part episode: An overview of the schedule during the 3 day event, who spoke, and what they spoke about. How Russell felt about certain speakers and what he thinks went right with his own presentations, and what mistakes he feels he made. What the best part of the event was for Russell (hint – It involves his lovely wife). And what Russell plans on doing differently at next year's Funnel Hacking Live. So listen below for the conclusion of Russell's thoughts and feelings about Funnel Hacking Live 2017. ---Transcript--- Day number two now, Devon got on stage he intro to government estate. Then we came up and did a section on follow-up funnels. Which was Todd and Dylan and Ryan and me and we talked about how email funnels are from 1998 and the future is follow up funnels. And we did a presentation and during the presentation we ripped our shirts off and we had these shirts. I'm actually wearing the shirt today. It says, “We are not confusion soft, we're Clickfunnels” and then we challenged everybody to go all in and be all in, in Clickfunnels. And we gave them these t-shirts and temporary tattoos and a whole bunch of stuff for anyone who went all in. Basically they had to open up their phone and go to imallin.com and if you're not all in it had Macauley Culkin slapping his face saying, “ahh, you're not in.” and there was a big button where you could upgrade. And if you were all in, it showed you were all in and basically you'd run to the back of the room, show them the funnel and then we'd give you a huge packet of swag, which was cool. So if any of you guys are listening to this. Don't do that right now. We're updating it to make it work online, I think by next week. Actually my birthday, March 8th. So on my birthday we're going to be doing that presentation live to Facebook Live and it'll be live so you can all go all in and get the same swag shipped out to you, which will be fun. But it was cool to show people what's possible in Actionetics. Most people don't know, they assume it's an email auto-responder, and that's like saying that Clickfunnels builds websites. Come on now, that's 1998. I had a slide, I wanted to use Urkel, Steve urkel in my slides, and I was able to use him twice. I was like, “You know what else was cool in 1998, Steve Urkel. Actually no, Steve Urkel's show was cancelled in 1998. So even in 98 Urkel wasn't cool anymore. But that's what you're using if you're doing email funnels. We're talking about follow-up funnels and all the stuff that's possible.” So we showed people what's possible in Actionetics, and most people didn't even know. And everyone is shifting everything over to Clickfunnels, which is the goal. We want everybody all in, I want you all in. So that was what Follow-up Funnels is about. It was probably the coolest presentation. So much energy, it was awesome. Then we had a break after that. And then Justin and Tara Williams came on and did a whole section on podcast funnels, which was awesome. They told their story, which was cool. And basically showed how these three podcasts they had done, how these three podcasts had each launched three entire businesses for them and it was just cool to see. Anyway, that part was awesome. So podcast funnels, Justin and Tara were amazing. They killed it. After that we had Emily Shay come up and she is 11 years old and she stood up there on a huge stage where most people would be so scared and so intimidated and she crushed it. She was so awesome. She had about 15 or 20 minutes up there and she told her story and did it in a really fun way that tied it to the audience. She's just a superstar. Some people would say the youth speakers were the best one's of the whole thing, and I was like, “Yes.” So Emily crushed it. Caleb Maddix came on, I talked about him yesterday on the podcast. He came on and just did an amazing job as well. And it was just so cool to see Emily and Caleb, two young entrepreneurs who were able to stand in front of a room and control the audience like that. For me, it took me honestly, it took me ten plus years to get a spot that they were in already and it was just so cool to see them. They're the future. So exciting, so they both crushed it and did such an amazing job. Then we had a lunch break. Again, the annoying thing where our stomachs were hungry and we had to go eat. So everyone went to lunch. We came back and Trey Lewellen stood up on stage and Trey is really, Trey spoke at the very first Funnel Hacking Event and he did a great job then. But it's fun seeing him transition, him owning the stage now, he just, he did awesome. He went into deep funnelytics, like here's the metrics you've got to figure out to make your funnels works. And he showed this stuff where it's just like, well I didn't understand that. Most people who set up a funnel that doesn't make a million bucks day one they're like, “This didn't work.” No, you gotta understand the math behind it. And Trey showed how he's built these huge companies. 20-30 million dollar companies off of a funnel that was not profitable upfront. But when you understand the funnelytics, the math behind the funnels, how it worked. It was so cool for him to document and show it all off, it was just amazing. Then from there, we're only halfway through, it just keeps getting, the whole thing was amazing. Then Jason Fladlien, who is someone I've learned, in fact in the Expert Secrets book, I dedicated a lot to him as well. Because there's so much I learned from him about breaking belief patterns and rebuilding and reframing and he's just brilliant. He got on stage and talked about Amazon Funnels. And even though a lot of people know him as the guy who's the best in the world at selling from webinars, he happens to also be good at Amazon as well. So he showed 7 different Amazon funnels that he uses in his company and then he gave everybody at the event. “Here's the Amazon funnels, there's 7 of them. You guys can knock them off and use them in your business.” Which was so cool. So if you're using any Amazon or ecommerce stuff, Jason's stuff was amazing. From there Darrin Stevens got on stage. A lot of you guys probably don't know Darrin Stevens but he is a legend. He was one of the, he did the marketing behind Men are From Mars, Women are From Venus. Brilliant book launch and stuff like that. But he also runs events. He does these events that have 80 people in the room who make 2-3million dollars in a weekend, for a room of less than 100 people. And it's all about how he structures his events and event funnels. So he walked us through the whole process and he had 18 or 19 things that he does at events to build rapport and get people buying. If I was able to close what Darrin does, again he did what did I say, 2.5 million dollars from 80 people. I would have done like 60 million dollars from this event, but I didn't so Darrin is still the king. He's amazing. So he shared event funnel stuff, which was awesome. Then we had another break, then Setema got on stage, and Setema is the Super Bowl winner who had to sell his ring because after he won the Super Bowl his life kind of fell apart and talks about how you win again. How do you get that stuff back? How do you implement all the stuff you've learned? It was amazing. He's nicknamed himself the reverend of the revolution. I feel like he was the reverend preaching to us about how to take this stuff and have success with imperfect action and just going through and doing it. It was so cool, Setema is the man. That was awesome. After that we came onstage and we awarded the Two Comma Club awards, which was amazing. We had, I think right now, we have over 100 people who have qualified for the Two Comma Club. Which means they have a funnel that made at least a million dollars. 100 people! So we gave away I think 80 something Two Comma Club trophy's. These huge trophy's with a gold record on it with two commas etched into it. It was cool for everyone else to see that and be like, “Wow, these are my peers. And they're all making a million dollars in a funnel.” I was trying to make it so real. If they can do it, you can do it. So we did that, and afterwards I did a presentation called “You're one Funnel Away.” Which basically I had no power point slides, I just told the story of all the ups and downs in my business and the funnels that have saved me. I talked about the two or three times I've almost gone bankrupt. I talked about the fears, the pain, all that kind of stuff. What were the funnels we created that saved us from that. It was emotional, I started crying, which is really embarrassing, especially on stage. Other people were crying and it was cool. I hope people enjoyed that. It was a scary thing for me to get vulnerable like that, but I think it was important so that everyone understands, whatever you're struggling at, it happens to all of us. It happens to me, it happens to everyone. So understanding that and being okay with it and giving yourself permission through that to be able to succeed. That was really cool. After that we had a hack-a-thon at night. I was super tired. I went to the hack-a-thon, talked for a few minutes, then I went back up, ate some dinner and then passed out because I was so tired. But then I hadn't finished my next presentation for the next night. So I set my alarm for 4:30 in the morning, the next morning to get started. Hack-a-thon was awesome, people were up til midnight building funnels. We had a whole bunch of people who built, launched and made money on funnels that night, which was cool. We catered dinner again, which was cool. Then the next day, the last day, which was Thursday. So the last day we came in, Devon brought everyone in, brought the energy high. Then Garrett White and his wife, Danielle and their kids were going to come to the stage and when the event started we couldn't find them anywhere. I was like, “Where's Garrett? Where's Danielle?” We started freaking out. I was totally stressing out and we're trying to Vox them and text them and call them and nothing. And finally Melanie found out what room number they were in, so Dave ran up and knocked on the door like, “Ahhh, we're on stage trying to announce you, where are you guys.” It was a miscommunication, we had told them the wrong, we messed up on our side. But they came down and during that time it was fun because Devon was able to invent a new secret handshake for all funnel hackers, out of necessity. He bought ten minutes time by inventing a new secret handshake, which all of you who have been to Funnel Hacking Live know the secret handshake. Don't show to those who were not there. They'll have to learn it at next year's event. But we've got a secret handshake now that is so cool. In fact, I should add a chapter to the Expert Secrets book about secret handshakes, that would be cool. Anyway, we got a secret handshake and then Garrett, Danielle and their two kids came on stage and gave a presentation that was, I don't even know what to say, it was so amazing. It was so cool. I'm just going to leave it at that. It was something where if you were in the room you felt it and you heard it and it moved you. It was amazing. So there you go. Maybe someday we'll do a launch like warrior funnels .com and share all the presentations of Garrett throughout the Funnel Hacking Live events because they have just been amazing Anyway, who knows, but we'll look at that. So then we had after they got done. I came up and did a presentation called fill your funnel, which is how to make it rain. How to get people into your funnels. And this was the only presentation where I actually sold-sold. We were selling things throughout the event and I'll talk about this at the end, but this is the only one where I did the actual presentation. It went good, but a couple of weird things. When I got on stage after Garrett, there was so much energy from Garrett and Danielle and it was amazing. I came on immediately afterwards and the audio/video guys didn't turn the music on, so I got up there and it was just kind of a weird transition. And then we awarded Stu and Amy their checks for World Teacher Aide, which was the quarter of a million bucks, which was awesome. Then it was my chance to get up there and teach affiliate funnel and we sold a course called fill your funnels. And just something about that, I don't know what it was. Something about the presentation was kind of off. I'm just going to be completely honest. I had numbers in my head of what I thought I was going to do and I didn't do that. It did well, if I told you guys how many we sold, everyone else would think I was a selfish kid and rude. It did well, but what I expected, and there was this, I was doing it, I couldn't get the flow right. I don't know if it was, part of it I think was because I worked on the presentation the week earlier, then that morning I woke up at 4:30 trying to get it done and I was tired and worn out. There was something about the energy that wasn't quite right. I think it was good, but it wasn't great, like I wanted it to be. But at the end of it we sold, and it was awkward. I'm like, in the pitch, “This is hard selling you guys through my perfect webinar, even though I've trained all you guys on it and most of you guys are doing it now. It's like, I'm doing it onstage live. It's funny how that works.” But it did well, that was when had breaks, we had snack breaks. And then basically we had to clear the whole audience out, secret service came through for Tony Robbins group, swept the whole thing and then Tony was onstage and I was in the back super nervous and awkward and worried. It's so different, because with Marcus when he came, he just showed up in his own Uber, it was laid back, he hung out with the crowd, it was really easy and laid back. And Tony was the opposite of that. He had his security detail of 10 or 15 people there who were like, swept all the chairs making sure there were no bombs or guns and we had check people as they came through. I was in the back and they had to pull us all out so he could come in. Very intense and caused anxiety and nerves and all this stuff, that was nervous. Plus, I found out Tony was throwing up before he came. So he wasn't feeling good. So much stress. He brought Tony into this little green room and they let us come in and he came out. It went from this nerve, all the nerves, it was like an hour of this, while we were waiting for him to get here. All the nerves and fear and anxiety. What if he's sick and he can't speak? What if people don't get what, they were so excited for him to be there. Secret service security was honestly kind of frustrating because it just. You know how I am, I'm so laid back, it was beyond corporatey, it was secret service, military. Which is good, he needs that, I understand that. But it was just kind of, at first we were trying to make this cool experience and it was so hard. And then again, Tony came in and did his thing in the green room and came out and came to us and we had moment before he got on stage where he just kind of came in and gave me a hug, and gave my wife, Collette, a hug. And Dylan and Todd and their wives, he just connected personally with us at a level. I was so grateful for that, because it just made all the stress and everything go away. It was like, it's going to be okay. Tony's here, he's going to do what he does, and he's the best in the world and everyone's going to love it. I'm not going to stress and I'm going to let it happen and it was cool. Normally, I guess they don't let people introduce him, but I was like, “I would love to introduce Tony, there is a reason why I wanted him here and I want everyone to know that reason.” So they let me introduce Tony and I got all choked up during the introduction. But I was talking about how in his bio it talks about how he's helped 50 million people around the world. I was like, well that's cool. Tony helped me. He helped my wife. He helped our family. If it wasn't for Tony, my wife and I were at a rough spot before I met Tony, before I went to his event. It was honestly, it was what healed us. And I'm just so grateful for him and after I went to Tony's stuff, I went to all of his events in a year period of time, and then right after that my company collapsed. Had I not been equipped by the tools he gave me, I don't know if I could have handled that. I was just talking about how grateful I am and how excited I was to share him with my world and my people, my funnel hackers. Then we played a video of him and we all went crazy and Tony came up on stage, gave me a hug and took over. And he was supposed to go for three hours. And again, he was puking five minutes before he got on the stage and I was nervous. And he stood there and he went not for three hours, not for four hours, but for five hours with everybody. It was just cool. Everyone's jumping and screaming and having fun. It was awesome. It just made the event, it was already amazing, just that much more amazing. And when it was done, all of the Inner Circle members had a chance to get pictures with Tony, which was cool. Then we went up and ate real quick, and then I had a chance to go up to his hotel room afterwards and interview him for his new book, which hopefully you guys saw him on Facebook live. We showed that. And it was just awesome. That night we passed out, woke up in the morning. We had late checkout, so we hung out for a while and it was just cool to sit there and reflect with my wife. And the coolest thing for me is that this is the first time that Collette has ever been to, I mean she's come to my events and poked her head in and then had to leave to watch the kids or all these different things, that time the kids didn't come. So she had a chance to be there and be present and sit in the audience for almost the entire thing. For me, that was special. It was cool and it was I think the first time she'd ever seen me doing what we do. And you guys have a chance to see it through the podcast and through all the stuff I'm doing, but she's not connected to that. She's not connected to the business very much, she's very much supporting from home, but not part of everything that's happening. So for her to be able to see that and experience it with people in the audience, it was special for me. So I just loved that. It was awesome. That was kind of Funnel Hacking Live. And then as we're, that day we're leaving, flying home and I look at the Facebook group, and everyday I'm looking, kind of scrolling through, and if any of you guys are in our Facebook group you're probably bombarded by millions and millions, everyone talking about it. I was like, alright, ready fire aim. Everybody is excited right now. Why don't we sell tickets for next year's event right now? So from the airport I did a Facebook Live. “Okay, we're selling tickets. There's a discount and Sunday at midnight we're pulling the page down. So you gotta buy them now if you want them. Otherwise you gotta wait six months and who knows what the price will be then?” Did a Facebook Live, emailed the list and over the next three days we sold almost a thousand tickets to next year's event. We almost sold as many tickets as last year, just from that. Hopefully won't lessen the momentum. If the momentum is there, capitalize on it. Don't wait six months, “Hey you guys remember the event we talked about six months ago? Who wants to come again?” When people's energy and emotion and excitement are high, that's the best time to sell. So we sold a lot of tickets, which was cool. It's funny, I had some of the Inner Circle members freaking out, “Do we get discount tickets or not?” I was like, “I don't know, I haven't thought through this.” This is the lesson for everyone. I'm a big believer in “Ready Fire Aim” We just fired and I have no idea. We'll figure it out way later, but we don't have time right now. We just fired. Sorry, but that's how it works over here. Everything's not scripted out and planned second by second. Some things are, but most things aren't. Hopefully that's inspiration for you guys to. To know, “Look, figure things out and just do it.” So that was kind of the event in a nutshell. For those who were there, hopefully that was a good breakdown. I wish I could spend the hour or two hours on each presentation that people did, so you can experience it. But hopefully those that weren't there, this will give you desire to come next year. I want you guys to be there. Yeah, I will probably sell recordings, and you will probably have some of these videos that are easy to see, but there's something different about being in the room and being surrounded by 1500 of your peers who are doing the same thing. Seeing 100 of your peers on stage with a big trophy saying I made a million dollars with a funnel this year. There's something different about that. So I recommend for all of you guys to make that break and come to the event. One last thing I want to share, because I kind of hinted to this earlier. And I think it'll be cool for you guys to know. This is actually not a victory, this is a failure. A failure in my eyes. But I want to share with you guys, just so you understand that I mess things up too. So one of the cool things that I wanted to do is, usually at each Funnel Hacking Live we sell one thing. We did certification at the first event and second event. This year, I didn't want to sell, I don't want this to be a selling event, but there's things we want to offer people. So we had this big trip to Kenya, which was awesome and people jumped on that. We had the Follow-up Funnels which was awesome and people jumped on that. Then I was trying to, we had this new event called the FHAT event that I was excited about and want people to come to that. Then we also had Fill Your Funnel and I think I tried to offer too many things. Not that we, it wasn't like I was selling each thing, but we had them available. At the Hack-a-thon, I was like “Hey if you want to come to the FHAT event, here's one more thing on it.” And I think it almost caused confusion. People didn't know what to do. I think moving forward next year, we'll probably just pick one thing and focus on that again, just to not cause confusion. But one of my big things, again I only want one session when we sold, and that was Fill Your Funnel. That one went well, but it was just, the energy wasn't quite right when I did it. So that was one thing. But the other cool thing is that the entire Funnel Hacking Live event, if you look at it from the outside, it was a big perfect webinar. Session number one, if you've gone through the perfect webinar in detail and as you read the Expert Secrets book, you'll understand it at a level I've never really shared it before. But the first thing we do is talk about the vehicle putting people in. So my first presentation was about creating a mass movement, becoming an expert. So that was the first vehicle. Session number one, would have been secret number one if this was a webinar. Session number two is about the internal beliefs and that's how I walked into, I shared the story, showing “Look, you can create a mass movement.” And they're like, “Well I don't know if I can.” I'm like, “If you can master stories you can.” Belief number two was all about can they internally do it? So the second presentation for me was all about that. The internal. Then the third presentation, which was the One Funnel Away, was the external. I believe I can do it, I can tell stories, but I don't know how to do this whole funnel thing. So I shared at the One Funnel Away presentation to help people understand the external fears. So if you look at, again if you break down the perfect webinar, you've got the belief pattern is tied to the vehicle, which is the new opportunity we're putting people into. That was session number one, number two is their internal beliefs, false beliefs about themselves, and number three is the external false beliefs about themselves. So that's how we structure those three presentations, and what we do at the hack-a-thon is offer people to come to the FHAT event, because that was kind of the natural continuation of that. The problem I have is that, if you look at the perfect webinar, what's the last step? It's stack and close and we didn't stack and close anymore. We just basically said, “hey you should come to the FHAT event because it's awesome.” And we had a lot of people who did, but not what I expected or hoped. My two big lessons, number one when you're doing a webinar you can't forget the stack and the close. It's important even if you break their beliefs, if you don't offer them the opportunity to buy and do it in a way that's going to convince them to buy, a lot of people that you could have served, won't be served. I honestly think that everybody should be at the FHAT event. I don't think there's anything I could do to serve anybody at a higher level than that. And because I kind of shied away and didn't sell it and skipped the last step, I'm not able to affect as many people's lives' because of that. For me that looks like a failure. IT's not the money. Money's a cool way to keep score, but for me, I should have had 100 people from that room coming to Boise so I could help them create the perfect webinar. And I don't. I have a lot but not that many because I…..I don't know the exact reason, but I didn't do it right. It came down to me having fears of trying to make it an official offer to people. It's funny, even after this long I still make the same fears that other people make as well. That was one big thing. And then the other thing, is again, shipping the focus of the event to being focusing on core thing we want people to do. Because I think people were confused, “I'm coming to Kenya, I upgraded and I'm all in, there's this FHAT event Russell's talking about and I don't know what that is because he didn't tell me about it. Sounds cool, but I have no idea. Then there's Fill Your Funnel.” So I think that that was my other mistake. There was confusion in where I wanted people to go from here. So those are the things I learned, and again, that's something you always learn as you do them. So it'll be fun, next year my goal is to make the event even better. It's shifting the focus, well I don't know what the focus is going to be yet. But it's making sure that everyone has an amazing experience, both from a marketing standpoint and also a personal development standpoint. I think that's one neat thing we bring that nobody else does, which is cool. And then the third thing is really figuring out for people who come through the experience, what's the next step for them. And focusing everything on that and not having two or three next steps, but one. And saying, “This is what you guys should be doing next. Those who are interested.” So that's what I learned at Funnel Hacking Live as well. Anyway, I appreciate everyone who was there, I had a great time. With that said, this is probably the longest marketing in your car of all time, but it's a recap for those who missed it. And hopefully you guys will come next year, because it's going to be amazing. Tickets are not for sale right now, but in four or five months we'll open it and we have probably 1500 more tickets or so I believe. When we do open it up, the price has gone up, I apologize for those that didn't get my emails and everything else. I tried to warn you. With that said, thank you guys and I'll talk to you all again soon.

Behind The Scenes Of Funnel Hacking Live 2017 (Part 2)

Play Episode Listen Later Mar 3, 2017 23:56

The rest of the story… On this special 2 part episode Russell recaps and summarizes what happened at Funnel Hacking Live. He also reflects on how he felt about different aspects and speakers at the event. Here are some of the cool things you will hear in this 2 part episode: An overview of the schedule during the 3 day event, who spoke, and what they spoke about. How Russell felt about certain speakers and what he thinks went right with his own presentations, and what mistakes he feels he made. What the best part of the event was for Russell (hint – It involves his lovely wife). And what Russell plans on doing differently at next year’s Funnel Hacking Live. So listen below for the conclusion of Russell’s thoughts and feelings about Funnel Hacking Live 2017. ---Transcript--- Day number two now, Devon got on stage he intro to government estate. Then we came up and did a section on follow-up funnels. Which was Todd and Dylan and Ryan and me and we talked about how email funnels are from 1998 and the future is follow up funnels. And we did a presentation and during the presentation we ripped our shirts off and we had these shirts. I’m actually wearing the shirt today. It says, “We are not confusion soft, we’re Clickfunnels” and then we challenged everybody to go all in and be all in, in Clickfunnels. And we gave them these t-shirts and temporary tattoos and a whole bunch of stuff for anyone who went all in. Basically they had to open up their phone and go to imallin.com and if you’re not all in it had Macauley Culkin slapping his face saying, “ahh, you’re not in.” and there was a big button where you could upgrade. And if you were all in, it showed you were all in and basically you’d run to the back of the room, show them the funnel and then we’d give you a huge packet of swag, which was cool. So if any of you guys are listening to this. Don’t do that right now. We’re updating it to make it work online, I think by next week. Actually my birthday, March 8th. So on my birthday we’re going to be doing that presentation live to Facebook Live and it’ll be live so you can all go all in and get the same swag shipped out to you, which will be fun. But it was cool to show people what’s possible in Actionetics. Most people don’t know, they assume it’s an email auto-responder, and that’s like saying that Clickfunnels builds websites. Come on now, that’s 1998. I had a slide, I wanted to use Urkel, Steve urkel in my slides, and I was able to use him twice. I was like, “You know what else was cool in 1998, Steve Urkel. Actually no, Steve Urkel’s show was cancelled in 1998. So even in 98 Urkel wasn’t cool anymore. But that’s what you’re using if you’re doing email funnels. We’re talking about follow-up funnels and all the stuff that’s possible.” So we showed people what’s possible in Actionetics, and most people didn’t even know. And everyone is shifting everything over to Clickfunnels, which is the goal. We want everybody all in, I want you all in. So that was what Follow-up Funnels is about. It was probably the coolest presentation. So much energy, it was awesome. Then we had a break after that. And then Justin and Tara Williams came on and did a whole section on podcast funnels, which was awesome. They told their story, which was cool. And basically showed how these three podcasts they had done, how these three podcasts had each launched three entire businesses for them and it was just cool to see. Anyway, that part was awesome. So podcast funnels, Justin and Tara were amazing. They killed it. After that we had Emily Shay come up and she is 11 years old and she stood up there on a huge stage where most people would be so scared and so intimidated and she crushed it. She was so awesome. She had about 15 or 20 minutes up there and she told her story and did it in a really fun way that tied it to the audience. She’s just a superstar. Some people would say the youth speakers were the best one’s of the whole thing, and I was like, “Yes.” So Emily crushed it. Caleb Maddix came on, I talked about him yesterday on the podcast. He came on and just did an amazing job as well. And it was just so cool to see Emily and Caleb, two young entrepreneurs who were able to stand in front of a room and control the audience like that. For me, it took me honestly, it took me ten plus years to get a spot that they were in already and it was just so cool to see them. They’re the future. So exciting, so they both crushed it and did such an amazing job. Then we had a lunch break. Again, the annoying thing where our stomachs were hungry and we had to go eat. So everyone went to lunch. We came back and Trey Lewellen stood up on stage and Trey is really, Trey spoke at the very first Funnel Hacking Event and he did a great job then. But it’s fun seeing him transition, him owning the stage now, he just, he did awesome. He went into deep funnelytics, like here’s the metrics you’ve got to figure out to make your funnels works. And he showed this stuff where it’s just like, well I didn’t understand that. Most people who set up a funnel that doesn’t make a million bucks day one they’re like, “This didn’t work.” No, you gotta understand the math behind it. And Trey showed how he’s built these huge companies. 20-30 million dollar companies off of a funnel that was not profitable upfront. But when you understand the funnelytics, the math behind the funnels, how it worked. It was so cool for him to document and show it all off, it was just amazing. Then from there, we’re only halfway through, it just keeps getting, the whole thing was amazing. Then Jason Fladlien, who is someone I’ve learned, in fact in the Expert Secrets book, I dedicated a lot to him as well. Because there’s so much I learned from him about breaking belief patterns and rebuilding and reframing and he’s just brilliant. He got on stage and talked about Amazon Funnels. And even though a lot of people know him as the guy who’s the best in the world at selling from webinars, he happens to also be good at Amazon as well. So he showed 7 different Amazon funnels that he uses in his company and then he gave everybody at the event. “Here’s the Amazon funnels, there’s 7 of them. You guys can knock them off and use them in your business.” Which was so cool. So if you’re using any Amazon or ecommerce stuff, Jason’s stuff was amazing. From there Darrin Stevens got on stage. A lot of you guys probably don’t know Darrin Stevens but he is a legend. He was one of the, he did the marketing behind Men are From Mars, Women are From Venus. Brilliant book launch and stuff like that. But he also runs events. He does these events that have 80 people in the room who make 2-3million dollars in a weekend, for a room of less than 100 people. And it’s all about how he structures his events and event funnels. So he walked us through the whole process and he had 18 or 19 things that he does at events to build rapport and get people buying. If I was able to close what Darrin does, again he did what did I say, 2.5 million dollars from 80 people. I would have done like 60 million dollars from this event, but I didn’t so Darrin is still the king. He’s amazing. So he shared event funnel stuff, which was awesome. Then we had another break, then Setema got on stage, and Setema is the Super Bowl winner who had to sell his ring because after he won the Super Bowl his life kind of fell apart and talks about how you win again. How do you get that stuff back? How do you implement all the stuff you’ve learned? It was amazing. He’s nicknamed himself the reverend of the revolution. I feel like he was the reverend preaching to us about how to take this stuff and have success with imperfect action and just going through and doing it. It was so cool, Setema is the man. That was awesome. After that we came onstage and we awarded the Two Comma Club awards, which was amazing. We had, I think right now, we have over 100 people who have qualified for the Two Comma Club. Which means they have a funnel that made at least a million dollars. 100 people! So we gave away I think 80 something Two Comma Club trophy’s. These huge trophy’s with a gold record on it with two commas etched into it. It was cool for everyone else to see that and be like, “Wow, these are my peers. And they’re all making a million dollars in a funnel.” I was trying to make it so real. If they can do it, you can do it. So we did that, and afterwards I did a presentation called “You’re one Funnel Away.” Which basically I had no power point slides, I just told the story of all the ups and downs in my business and the funnels that have saved me. I talked about the two or three times I’ve almost gone bankrupt. I talked about the fears, the pain, all that kind of stuff. What were the funnels we created that saved us from that. It was emotional, I started crying, which is really embarrassing, especially on stage. Other people were crying and it was cool. I hope people enjoyed that. It was a scary thing for me to get vulnerable like that, but I think it was important so that everyone understands, whatever you’re struggling at, it happens to all of us. It happens to me, it happens to everyone. So understanding that and being okay with it and giving yourself permission through that to be able to succeed. That was really cool. After that we had a hack-a-thon at night. I was super tired. I went to the hack-a-thon, talked for a few minutes, then I went back up, ate some dinner and then passed out because I was so tired. But then I hadn’t finished my next presentation for the next night. So I set my alarm for 4:30 in the morning, the next morning to get started. Hack-a-thon was awesome, people were up til midnight building funnels. We had a whole bunch of people who built, launched and made money on funnels that night, which was cool. We catered dinner again, which was cool. Then the next day, the last day, which was Thursday. So the last day we came in, Devon brought everyone in, brought the energy high. Then Garrett White and his wife, Danielle and their kids were going to come to the stage and when the event started we couldn’t find them anywhere. I was like, “Where’s Garrett? Where’s Danielle?” We started freaking out. I was totally stressing out and we’re trying to Vox them and text them and call them and nothing. And finally Melanie found out what room number they were in, so Dave ran up and knocked on the door like, “Ahhh, we’re on stage trying to announce you, where are you guys.” It was a miscommunication, we had told them the wrong, we messed up on our side. But they came down and during that time it was fun because Devon was able to invent a new secret handshake for all funnel hackers, out of necessity. He bought ten minutes time by inventing a new secret handshake, which all of you who have been to Funnel Hacking Live know the secret handshake. Don’t show to those who were not there. They’ll have to learn it at next year’s event. But we’ve got a secret handshake now that is so cool. In fact, I should add a chapter to the Expert Secrets book about secret handshakes, that would be cool. Anyway, we got a secret handshake and then Garrett, Danielle and their two kids came on stage and gave a presentation that was, I don’t even know what to say, it was so amazing. It was so cool. I’m just going to leave it at that. It was something where if you were in the room you felt it and you heard it and it moved you. It was amazing. So there you go. Maybe someday we’ll do a launch like warrior funnels .com and share all the presentations of Garrett throughout the Funnel Hacking Live events because they have just been amazing Anyway, who knows, but we’ll look at that. So then we had after they got done. I came up and did a presentation called fill your funnel, which is how to make it rain. How to get people into your funnels. And this was the only presentation where I actually sold-sold. We were selling things throughout the event and I’ll talk about this at the end, but this is the only one where I did the actual presentation. It went good, but a couple of weird things. When I got on stage after Garrett, there was so much energy from Garrett and Danielle and it was amazing. I came on immediately afterwards and the audio/video guys didn’t turn the music on, so I got up there and it was just kind of a weird transition. And then we awarded Stu and Amy their checks for World Teacher Aide, which was the quarter of a million bucks, which was awesome. Then it was my chance to get up there and teach affiliate funnel and we sold a course called fill your funnels. And just something about that, I don’t know what it was. Something about the presentation was kind of off. I’m just going to be completely honest. I had numbers in my head of what I thought I was going to do and I didn’t do that. It did well, if I told you guys how many we sold, everyone else would think I was a selfish kid and rude. It did well, but what I expected, and there was this, I was doing it, I couldn’t get the flow right. I don’t know if it was, part of it I think was because I worked on the presentation the week earlier, then that morning I woke up at 4:30 trying to get it done and I was tired and worn out. There was something about the energy that wasn’t quite right. I think it was good, but it wasn’t great, like I wanted it to be. But at the end of it we sold, and it was awkward. I’m like, in the pitch, “This is hard selling you guys through my perfect webinar, even though I’ve trained all you guys on it and most of you guys are doing it now. It’s like, I’m doing it onstage live. It’s funny how that works.” But it did well, that was when had breaks, we had snack breaks. And then basically we had to clear the whole audience out, secret service came through for Tony Robbins group, swept the whole thing and then Tony was onstage and I was in the back super nervous and awkward and worried. It’s so different, because with Marcus when he came, he just showed up in his own Uber, it was laid back, he hung out with the crowd, it was really easy and laid back. And Tony was the opposite of that. He had his security detail of 10 or 15 people there who were like, swept all the chairs making sure there were no bombs or guns and we had check people as they came through. I was in the back and they had to pull us all out so he could come in. Very intense and caused anxiety and nerves and all this stuff, that was nervous. Plus, I found out Tony was throwing up before he came. So he wasn’t feeling good. So much stress. He brought Tony into this little green room and they let us come in and he came out. It went from this nerve, all the nerves, it was like an hour of this, while we were waiting for him to get here. All the nerves and fear and anxiety. What if he’s sick and he can’t speak? What if people don’t get what, they were so excited for him to be there. Secret service security was honestly kind of frustrating because it just. You know how I am, I’m so laid back, it was beyond corporatey, it was secret service, military. Which is good, he needs that, I understand that. But it was just kind of, at first we were trying to make this cool experience and it was so hard. And then again, Tony came in and did his thing in the green room and came out and came to us and we had moment before he got on stage where he just kind of came in and gave me a hug, and gave my wife, Collette, a hug. And Dylan and Todd and their wives, he just connected personally with us at a level. I was so grateful for that, because it just made all the stress and everything go away. It was like, it’s going to be okay. Tony’s here, he’s going to do what he does, and he’s the best in the world and everyone’s going to love it. I’m not going to stress and I’m going to let it happen and it was cool. Normally, I guess they don’t let people introduce him, but I was like, “I would love to introduce Tony, there is a reason why I wanted him here and I want everyone to know that reason.” So they let me introduce Tony and I got all choked up during the introduction. But I was talking about how in his bio it talks about how he’s helped 50 million people around the world. I was like, well that’s cool. Tony helped me. He helped my wife. He helped our family. If it wasn’t for Tony, my wife and I were at a rough spot before I met Tony, before I went to his event. It was honestly, it was what healed us. And I’m just so grateful for him and after I went to Tony’s stuff, I went to all of his events in a year period of time, and then right after that my company collapsed. Had I not been equipped by the tools he gave me, I don’t know if I could have handled that. I was just talking about how grateful I am and how excited I was to share him with my world and my people, my funnel hackers. Then we played a video of him and we all went crazy and Tony came up on stage, gave me a hug and took over. And he was supposed to go for three hours. And again, he was puking five minutes before he got on the stage and I was nervous. And he stood there and he went not for three hours, not for four hours, but for five hours with everybody. It was just cool. Everyone’s jumping and screaming and having fun. It was awesome. It just made the event, it was already amazing, just that much more amazing. And when it was done, all of the Inner Circle members had a chance to get pictures with Tony, which was cool. Then we went up and ate real quick, and then I had a chance to go up to his hotel room afterwards and interview him for his new book, which hopefully you guys saw him on Facebook live. We showed that. And it was just awesome. That night we passed out, woke up in the morning. We had late checkout, so we hung out for a while and it was just cool to sit there and reflect with my wife. And the coolest thing for me is that this is the first time that Collette has ever been to, I mean she’s come to my events and poked her head in and then had to leave to watch the kids or all these different things, that time the kids didn’t come. So she had a chance to be there and be present and sit in the audience for almost the entire thing. For me, that was special. It was cool and it was I think the first time she’d ever seen me doing what we do. And you guys have a chance to see it through the podcast and through all the stuff I’m doing, but she’s not connected to that. She’s not connected to the business very much, she’s very much supporting from home, but not part of everything that’s happening. So for her to be able to see that and experience it with people in the audience, it was special for me. So I just loved that. It was awesome. That was kind of Funnel Hacking Live. And then as we’re, that day we’re leaving, flying home and I look at the Facebook group, and everyday I’m looking, kind of scrolling through, and if any of you guys are in our Facebook group you’re probably bombarded by millions and millions, everyone talking about it. I was like, alright, ready fire aim. Everybody is excited right now. Why don’t we sell tickets for next year’s event right now? So from the airport I did a Facebook Live. “Okay, we’re selling tickets. There’s a discount and Sunday at midnight we’re pulling the page down. So you gotta buy them now if you want them. Otherwise you gotta wait six months and who knows what the price will be then?” Did a Facebook Live, emailed the list and over the next three days we sold almost a thousand tickets to next year’s event. We almost sold as many tickets as last year, just from that. Hopefully won’t lessen the momentum. If the momentum is there, capitalize on it. Don’t wait six months, “Hey you guys remember the event we talked about six months ago? Who wants to come again?” When people’s energy and emotion and excitement are high, that’s the best time to sell. So we sold a lot of tickets, which was cool. It’s funny, I had some of the Inner Circle members freaking out, “Do we get discount tickets or not?” I was like, “I don’t know, I haven’t thought through this.” This is the lesson for everyone. I’m a big believer in “Ready Fire Aim” We just fired and I have no idea. We’ll figure it out way later, but we don’t have time right now. We just fired. Sorry, but that’s how it works over here. Everything’s not scripted out and planned second by second. Some things are, but most things aren’t. Hopefully that’s inspiration for you guys to. To know, “Look, figure things out and just do it.” So that was kind of the event in a nutshell. For those who were there, hopefully that was a good breakdown. I wish I could spend the hour or two hours on each presentation that people did, so you can experience it. But hopefully those that weren’t there, this will give you desire to come next year. I want you guys to be there. Yeah, I will probably sell recordings, and you will probably have some of these videos that are easy to see, but there’s something different about being in the room and being surrounded by 1500 of your peers who are doing the same thing. Seeing 100 of your peers on stage with a big trophy saying I made a million dollars with a funnel this year. There’s something different about that. So I recommend for all of you guys to make that break and come to the event. One last thing I want to share, because I kind of hinted to this earlier. And I think it’ll be cool for you guys to know. This is actually not a victory, this is a failure. A failure in my eyes. But I want to share with you guys, just so you understand that I mess things up too. So one of the cool things that I wanted to do is, usually at each Funnel Hacking Live we sell one thing. We did certification at the first event and second event. This year, I didn’t want to sell, I don’t want this to be a selling event, but there’s things we want to offer people. So we had this big trip to Kenya, which was awesome and people jumped on that. We had the Follow-up Funnels which was awesome and people jumped on that. Then I was trying to, we had this new event called the FHAT event that I was excited about and want people to come to that. Then we also had Fill Your Funnel and I think I tried to offer too many things. Not that we, it wasn’t like I was selling each thing, but we had them available. At the Hack-a-thon, I was like “Hey if you want to come to the FHAT event, here’s one more thing on it.” And I think it almost caused confusion. People didn’t know what to do. I think moving forward next year, we’ll probably just pick one thing and focus on that again, just to not cause confusion. But one of my big things, again I only want one session when we sold, and that was Fill Your Funnel. That one went well, but it was just, the energy wasn’t quite right when I did it. So that was one thing. But the other cool thing is that the entire Funnel Hacking Live event, if you look at it from the outside, it was a big perfect webinar. Session number one, if you’ve gone through the perfect webinar in detail and as you read the Expert Secrets book, you’ll understand it at a level I’ve never really shared it before. But the first thing we do is talk about the vehicle putting people in. So my first presentation was about creating a mass movement, becoming an expert. So that was the first vehicle. Session number one, would have been secret number one if this was a webinar. Session number two is about the internal beliefs and that’s how I walked into, I shared the story, showing “Look, you can create a mass movement.” And they’re like, “Well I don’t know if I can.” I’m like, “If you can master stories you can.” Belief number two was all about can they internally do it? So the second presentation for me was all about that. The internal. Then the third presentation, which was the One Funnel Away, was the external. I believe I can do it, I can tell stories, but I don’t know how to do this whole funnel thing. So I shared at the One Funnel Away presentation to help people understand the external fears. So if you look at, again if you break down the perfect webinar, you’ve got the belief pattern is tied to the vehicle, which is the new opportunity we’re putting people into. That was session number one, number two is their internal beliefs, false beliefs about themselves, and number three is the external false beliefs about themselves. So that’s how we structure those three presentations, and what we do at the hack-a-thon is offer people to come to the FHAT event, because that was kind of the natural continuation of that. The problem I have is that, if you look at the perfect webinar, what’s the last step? It’s stack and close and we didn’t stack and close anymore. We just basically said, “hey you should come to the FHAT event because it’s awesome.” And we had a lot of people who did, but not what I expected or hoped. My two big lessons, number one when you’re doing a webinar you can’t forget the stack and the close. It’s important even if you break their beliefs, if you don’t offer them the opportunity to buy and do it in a way that’s going to convince them to buy, a lot of people that you could have served, won’t be served. I honestly think that everybody should be at the FHAT event. I don’t think there’s anything I could do to serve anybody at a higher level than that. And because I kind of shied away and didn’t sell it and skipped the last step, I’m not able to affect as many people’s lives’ because of that. For me that looks like a failure. IT’s not the money. Money’s a cool way to keep score, but for me, I should have had 100 people from that room coming to Boise so I could help them create the perfect webinar. And I don’t. I have a lot but not that many because I…..I don’t know the exact reason, but I didn’t do it right. It came down to me having fears of trying to make it an official offer to people. It’s funny, even after this long I still make the same fears that other people make as well. That was one big thing. And then the other thing, is again, shipping the focus of the event to being focusing on core thing we want people to do. Because I think people were confused, “I’m coming to Kenya, I upgraded and I’m all in, there’s this FHAT event Russell’s talking about and I don’t know what that is because he didn’t tell me about it. Sounds cool, but I have no idea. Then there’s Fill Your Funnel.” So I think that that was my other mistake. There was confusion in where I wanted people to go from here. So those are the things I learned, and again, that’s something you always learn as you do them. So it’ll be fun, next year my goal is to make the event even better. It’s shifting the focus, well I don’t know what the focus is going to be yet. But it’s making sure that everyone has an amazing experience, both from a marketing standpoint and also a personal development standpoint. I think that’s one neat thing we bring that nobody else does, which is cool. And then the third thing is really figuring out for people who come through the experience, what’s the next step for them. And focusing everything on that and not having two or three next steps, but one. And saying, “This is what you guys should be doing next. Those who are interested.” So that’s what I learned at Funnel Hacking Live as well. Anyway, I appreciate everyone who was there, I had a great time. With that said, this is probably the longest marketing in your car of all time, but it’s a recap for those who missed it. And hopefully you guys will come next year, because it’s going to be amazing. Tickets are not for sale right now, but in four or five months we’ll open it and we have probably 1500 more tickets or so I believe. When we do open it up, the price has gone up, I apologize for those that didn’t get my emails and everything else. I tried to warn you. With that said, thank you guys and I’ll talk to you all again soon.

The Lost Art Of Choreographing Everything

Play Episode Listen Later Feb 16, 2017 12:14

Some behind the scene thoughts, as I'm choreographing Funnel Hacking Live. On today's episode Russell talks about some of his preparations for the Funnel Hacking Live event next week. He talks about spending hours on the headline and sub headline for a particular presentation and why it's important. Here are some of the enlightening things you will hear in this episode: What presentation was so important that Russell spent several hours over a few days coming up with a headline and sub headline. Why you should be excited for after Funnel Hacking Live when Russell reveals a lot of the choreography that goes into planning an event of this magnitude. And why having everything perfectly choreographed could mean the kind of difference that will effect your wallet. So listen below to find out why the choreography of a big event is so important. ---Transcript--- What's up everybody, this is Russell. Welcome to Marketing In Your Car. I hope you guys are doing fantastic, wherever you are listening in. So today a couple of things. First off, we are 5 days away from Funnel Hacking Live and so much crazy, insanely coo, amazing stuff is all happening that I wish I could share all or just a piece of. But I'm on my way to get a haircut and I've got 8 minutes so I thought this would be the perfect time to hang out with you guys. And I'm actually in my car, which is strange, seeing how that's the name of the podcast. And also, a couple of people told me that two episodes ago where I talked about the sport we call business, talking about the playground with the athletes and the drama and the skaters, all those things. A couple of people said they were kind of offended by that. I didn't mean it to be offensive, I meant it to be, in fact I said at the beginning there the things I learned from those guys was awesome. The collaboration I….I wouldn't have collaborated well had I not learned that from those other groups. I'm just saying you have to understand that when you're in a group with a melting pot of a whole bunch of different personalities that there are people who are like me, who are aggressively competing and just being aware of that, hopefully to bring some competition to you. So if you were offended that means that it's time to build some aggression, instead of on me do it on your competitors. Anyway, I'll leave that there. Let's see, I just wanted to kind of walk you guys behind the scenes of what's happening, because it's insane. So the event's happening, which means we are creating order forms to print and signs and bags and backpacks and things and then presentations and speakers slides. It's just, it's crazy how many things go into this. Then we had this great idea, thanks to Trey Lewellen to do Facebook Live's with all the speakers before the event to get excited. So we've been doing that twice a day which has been so fun. You're going to be so excited to come and hang out with everybody, which is cool. And then a big part of events, I'm going to bring you in on a little secret, don't tell everybody this. I don't know if you guys knew this, but we actually make money at the events. So there's the big secret, it's out, the pink elephant is out of the room. So now that that's out there, the event, there's a couple of focus, one is to get everyone together and build community and culture and myths and stuff like that. That's one thing, obviously. And another is for us to make money as a company. So that's one of the benefits, but there's a fine line between having an event that…..When I first got started the way that events were is you had 15 speakers, every speaker is up for 90 minutes pitching something and that's how the event was. People didn't mind for a while. Then they started really minding and people stopped going to events. I'm like, if I want people to come to my events, it's not pitch fest where everyone's selling. But at the same time we need to sell. So how do you do it in a cool way where it's not distracting but it adds a benefit and those kind of things. You know, a big, big, big piece of this whole pie is choreographing the event. It'd be fun to talk about the event choreography for a long time with you guys because there's so many cool things. I think after the event, depending on what happens, I'll share with you guys some of this stuff that's actually happening. Because there's the surface level, what everyone will see, but there's stuff happening at a subconscious level that's so cool. I wish I could share with you guys right now. But I don't want to ruin the surprise for those that are going to be there. But there's stuff happening that there's patterns that I'm using in really interesting ways that are very, very thought through. If you guys watch who's speaking, when. How they're speaking, what the topics are, the length of time. All those things are choreographed for a purpose. It's not just to put a speaker in here on this day, kind of stuff. There's a storyline that we're telling through the event, which is why I try to make it all so engaging, so people are not sitting in the halls, because if they do they miss the storyline. There's a very key storyline that's happening throughout the whole thing. Even the pace of the speakers and where they're at has a lot to do with it. The order of my presentations is very specific. There's hint that I'll drop right now and share with you guys post event, maybe. Hopefully, we will. Anyway, it's so exciting. And it's really fun. I wish I could explain everything. But I mean everything from how do you build a rapport quickly with the audience? How do you get rapport with the speakers and with the MC ahead of time. That's what these Facebook Lives, it's a big part of it because rapport is huge. How do you teach in a way that doesn't just overwhelm people, but brings epiphany bridges, or breaks belief patterns and helps people to learn and grow and have not just like, “Oh I learned really cool tactics.” But emotional shifts that change things. Because that's the experience we're trying to deliver and there's so much that goes into that. Again, it's being impactful and making an amazing networking content, belief transformation event that also setting us up to make money. So it's kind of cool how things will be weaved in. And we're making a couple of really special offers at the event that aren't going to be available to the general public for a long time. But will be available to those who were there. And it's going to be cool. So I'm excited. Those who are coming and watching, pay attention. I would say, if you buy stuff from me, buy slowly because everything that we're doing is thought through. It's not just, oh let's blah. It's all very, very well thought through. But one kind of cool thing, doing a presentation of the morning of day two, which in our past events we always called the Clickfunnels state of the union. We talk about all the new features and stuff like that. It was really good, but also was…the energy on that session always felt wrong. It wasn't …..I wanted it to be like Steve Jobs thing, where he's up there and everyone goes crazy. And it's never quite been that. So I wanted, how do we choreograph this in the right way? And I'm really proud of what's happening. I started on this presentation yesterday, about twenty four hours ago. I spent the entire first 24 hours on two things. One is choreographing the presentation, number two is figuring out the title and headline, which is crazy. I'm not going to share with you guys here, because it's cool but I literally at ten o'clock last night is when everybody else left the office and I was trying to figure out a name for the presentation. Because I had a name initially and I was just like, it's good but it's not great. Most people would have done it, and it would have been fine. If we used it, it would have been fine. But I was like, I need something that has enough emotional impact that it makes you be like, “what? What is that?” So I literally sat there going through books and books and books of swipe files, trying to find a word. From 10 at night until about 2-2:30 in the morning, so four and a half hours. And I didn't find it. Then in the morning I woke up and I was stressed out, so I voxed everyone on our marketing group like, “Hey everyone, this is my dilemma. Give me your thoughts.” So everyone was giving their thoughts back. And then I came back and spent another two or three hours and then finally Stephen actually had the epiphany. He was like, “What about this?” I was like AHH! Angels from heaven singing. That is it, that's the one. Yes. And we were freaking out and we got it. Then I spent the next 7 hours trying to come up with the sub headline, which is crazy because all my slides have to be done tomorrow if they're going to be in the booklet. So I'm on this huge time crunch but I still spent 7 hours on the sub headline. And then we got it. And it's perfect. And it's, it will cause the emotional response, number one. But it'll cause the belief pattern to shift in people's minds. Because I look at people that are succeeding with funnels and those who aren't. The difference between two comma members, who are making a million dollars in funnels and those who aren't. And it's a belief pattern in one thing, and if I can smash that belief pattern it'll shift everything for them. That's the key of this whole thing. I'm so excited to give this presentation now. Except now it's 5 o'clock and I'm getting my haircut and then I've got scouts tonight, so I'm doing scouts. Then after scouts, I'm coming back in the office after 9. So from 9 until 2 or 3 tonight I'll be getting slides done because I have to get this presentation done tonight. And there's a lot that goes into that. Because its, again, it's us showing all the new features within the context of this presentation and the choreographing of it. So the things I wanted to share with you guys because I know it's kind of vague today, but I want you to understand the concept of choreographing things. The perfect webinar is a choreographed presentation that does a very specific thing. Those who were at the FHAT event last week saw it in very intense detail, more than I've ever done before. What I'm choreographing, what stories are where and why? What belief patterns are supposed to break at each point? The Expert Secrets book will go deep into that as well, but it's the choreographing of the sales message. Same thing is on this event. The choreographing of it, when I give presentations it's the choreographing of that. How do we, what are the beliefs they may have and what order and how do we structure this stuff to fit within that? So I spend insane amounts of time. I spent probably 12, actual thinking time, probably 6 hours to get the title of the presentation. And then another, what did I say? Another 8 hours or so, 7 hours getting the subtitle. It was just insane. I gotta get 5 hours to get the rest of the slides done. But that's how much thought goes into it sometimes. So if you're working on a presentation or a sales pitch or something, you spend 30 minutes on a headline, and you're like, “ugh I can't get it” and you're frustrated and walk away. Know that it happens to everybody. It happens to the best of us. But the one's when you get it right, that's the difference between, again, a 5 or 6 figure campaign and a 7 or 8 figure campaign is getting that right. So don't be afraid to put the time and energy and effort into that because it's worth it in the end and hopefully it'll be worth it for the attendees. You guys will have to let me know afterwards. Again, I will share with you. After the event is done I will walk you guys through the choreography, the what and why and how it all worked. What worked and what didn't work. So that's all I got today. I'm at the haircut place, two minutes late. I'm going to bounce. Thanks you guys for everything. I can't wait to see you guys at Funnel Hacking Live, those who are going to be there. Those who can't make it there, please come next year. I don't put out half a million dollars or more in cash from my pocket just for my health. It's to serve you guys. So take advantage of that, it's worth the $1000 bucks and the couple grand for tickets and hotels. Because I'm spending 50 times that much on investing into you guys. So make sure you invest that back into yourself as well, because we do care and I do know that this stuff works and it can change your life. So if you're on the fence thinking about next year if you're going to come or whatever. Just remember you guys, you're just one funnel away. I cannot wait to help you implement and create that funnel. Alright guys, talk to you soon. Bye everybody.

angels steve jobs lost art expert secrets funnel hacking live choreographing trey lewellen fhat

The Lost Art Of Choreographing Everything

Play Episode Listen Later Feb 16, 2017 12:14

Some behind the scene thoughts, as I’m choreographing Funnel Hacking Live. On today’s episode Russell talks about some of his preparations for the Funnel Hacking Live event next week. He talks about spending hours on the headline and sub headline for a particular presentation and why it’s important. Here are some of the enlightening things you will hear in this episode: What presentation was so important that Russell spent several hours over a few days coming up with a headline and sub headline. Why you should be excited for after Funnel Hacking Live when Russell reveals a lot of the choreography that goes into planning an event of this magnitude. And why having everything perfectly choreographed could mean the kind of difference that will effect your wallet. So listen below to find out why the choreography of a big event is so important. ---Transcript--- What’s up everybody, this is Russell. Welcome to Marketing In Your Car. I hope you guys are doing fantastic, wherever you are listening in. So today a couple of things. First off, we are 5 days away from Funnel Hacking Live and so much crazy, insanely coo, amazing stuff is all happening that I wish I could share all or just a piece of. But I’m on my way to get a haircut and I’ve got 8 minutes so I thought this would be the perfect time to hang out with you guys. And I’m actually in my car, which is strange, seeing how that’s the name of the podcast. And also, a couple of people told me that two episodes ago where I talked about the sport we call business, talking about the playground with the athletes and the drama and the skaters, all those things. A couple of people said they were kind of offended by that. I didn’t mean it to be offensive, I meant it to be, in fact I said at the beginning there the things I learned from those guys was awesome. The collaboration I….I wouldn’t have collaborated well had I not learned that from those other groups. I’m just saying you have to understand that when you’re in a group with a melting pot of a whole bunch of different personalities that there are people who are like me, who are aggressively competing and just being aware of that, hopefully to bring some competition to you. So if you were offended that means that it’s time to build some aggression, instead of on me do it on your competitors. Anyway, I’ll leave that there. Let’s see, I just wanted to kind of walk you guys behind the scenes of what’s happening, because it’s insane. So the event’s happening, which means we are creating order forms to print and signs and bags and backpacks and things and then presentations and speakers slides. It’s just, it’s crazy how many things go into this. Then we had this great idea, thanks to Trey Lewellen to do Facebook Live’s with all the speakers before the event to get excited. So we’ve been doing that twice a day which has been so fun. You’re going to be so excited to come and hang out with everybody, which is cool. And then a big part of events, I’m going to bring you in on a little secret, don’t tell everybody this. I don’t know if you guys knew this, but we actually make money at the events. So there’s the big secret, it’s out, the pink elephant is out of the room. So now that that’s out there, the event, there’s a couple of focus, one is to get everyone together and build community and culture and myths and stuff like that. That’s one thing, obviously. And another is for us to make money as a company. So that’s one of the benefits, but there’s a fine line between having an event that…..When I first got started the way that events were is you had 15 speakers, every speaker is up for 90 minutes pitching something and that’s how the event was. People didn’t mind for a while. Then they started really minding and people stopped going to events. I’m like, if I want people to come to my events, it’s not pitch fest where everyone’s selling. But at the same time we need to sell. So how do you do it in a cool way where it’s not distracting but it adds a benefit and those kind of things. You know, a big, big, big piece of this whole pie is choreographing the event. It’d be fun to talk about the event choreography for a long time with you guys because there’s so many cool things. I think after the event, depending on what happens, I’ll share with you guys some of this stuff that’s actually happening. Because there’s the surface level, what everyone will see, but there’s stuff happening at a subconscious level that’s so cool. I wish I could share with you guys right now. But I don’t want to ruin the surprise for those that are going to be there. But there’s stuff happening that there’s patterns that I’m using in really interesting ways that are very, very thought through. If you guys watch who’s speaking, when. How they’re speaking, what the topics are, the length of time. All those things are choreographed for a purpose. It’s not just to put a speaker in here on this day, kind of stuff. There’s a storyline that we’re telling through the event, which is why I try to make it all so engaging, so people are not sitting in the halls, because if they do they miss the storyline. There’s a very key storyline that’s happening throughout the whole thing. Even the pace of the speakers and where they’re at has a lot to do with it. The order of my presentations is very specific. There’s hint that I’ll drop right now and share with you guys post event, maybe. Hopefully, we will. Anyway, it’s so exciting. And it’s really fun. I wish I could explain everything. But I mean everything from how do you build a rapport quickly with the audience? How do you get rapport with the speakers and with the MC ahead of time. That’s what these Facebook Lives, it’s a big part of it because rapport is huge. How do you teach in a way that doesn’t just overwhelm people, but brings epiphany bridges, or breaks belief patterns and helps people to learn and grow and have not just like, “Oh I learned really cool tactics.” But emotional shifts that change things. Because that’s the experience we’re trying to deliver and there’s so much that goes into that. Again, it’s being impactful and making an amazing networking content, belief transformation event that also setting us up to make money. So it’s kind of cool how things will be weaved in. And we’re making a couple of really special offers at the event that aren’t going to be available to the general public for a long time. But will be available to those who were there. And it’s going to be cool. So I’m excited. Those who are coming and watching, pay attention. I would say, if you buy stuff from me, buy slowly because everything that we’re doing is thought through. It’s not just, oh let’s blah. It’s all very, very well thought through. But one kind of cool thing, doing a presentation of the morning of day two, which in our past events we always called the Clickfunnels state of the union. We talk about all the new features and stuff like that. It was really good, but also was…the energy on that session always felt wrong. It wasn’t …..I wanted it to be like Steve Jobs thing, where he’s up there and everyone goes crazy. And it’s never quite been that. So I wanted, how do we choreograph this in the right way? And I’m really proud of what’s happening. I started on this presentation yesterday, about twenty four hours ago. I spent the entire first 24 hours on two things. One is choreographing the presentation, number two is figuring out the title and headline, which is crazy. I’m not going to share with you guys here, because it’s cool but I literally at ten o’clock last night is when everybody else left the office and I was trying to figure out a name for the presentation. Because I had a name initially and I was just like, it’s good but it’s not great. Most people would have done it, and it would have been fine. If we used it, it would have been fine. But I was like, I need something that has enough emotional impact that it makes you be like, “what? What is that?” So I literally sat there going through books and books and books of swipe files, trying to find a word. From 10 at night until about 2-2:30 in the morning, so four and a half hours. And I didn’t find it. Then in the morning I woke up and I was stressed out, so I voxed everyone on our marketing group like, “Hey everyone, this is my dilemma. Give me your thoughts.” So everyone was giving their thoughts back. And then I came back and spent another two or three hours and then finally Stephen actually had the epiphany. He was like, “What about this?” I was like AHH! Angels from heaven singing. That is it, that’s the one. Yes. And we were freaking out and we got it. Then I spent the next 7 hours trying to come up with the sub headline, which is crazy because all my slides have to be done tomorrow if they’re going to be in the booklet. So I’m on this huge time crunch but I still spent 7 hours on the sub headline. And then we got it. And it’s perfect. And it’s, it will cause the emotional response, number one. But it’ll cause the belief pattern to shift in people’s minds. Because I look at people that are succeeding with funnels and those who aren’t. The difference between two comma members, who are making a million dollars in funnels and those who aren’t. And it’s a belief pattern in one thing, and if I can smash that belief pattern it’ll shift everything for them. That’s the key of this whole thing. I’m so excited to give this presentation now. Except now it’s 5 o’clock and I’m getting my haircut and then I’ve got scouts tonight, so I’m doing scouts. Then after scouts, I’m coming back in the office after 9. So from 9 until 2 or 3 tonight I’ll be getting slides done because I have to get this presentation done tonight. And there’s a lot that goes into that. Because its, again, it’s us showing all the new features within the context of this presentation and the choreographing of it. So the things I wanted to share with you guys because I know it’s kind of vague today, but I want you to understand the concept of choreographing things. The perfect webinar is a choreographed presentation that does a very specific thing. Those who were at the FHAT event last week saw it in very intense detail, more than I’ve ever done before. What I’m choreographing, what stories are where and why? What belief patterns are supposed to break at each point? The Expert Secrets book will go deep into that as well, but it’s the choreographing of the sales message. Same thing is on this event. The choreographing of it, when I give presentations it’s the choreographing of that. How do we, what are the beliefs they may have and what order and how do we structure this stuff to fit within that? So I spend insane amounts of time. I spent probably 12, actual thinking time, probably 6 hours to get the title of the presentation. And then another, what did I say? Another 8 hours or so, 7 hours getting the subtitle. It was just insane. I gotta get 5 hours to get the rest of the slides done. But that’s how much thought goes into it sometimes. So if you’re working on a presentation or a sales pitch or something, you spend 30 minutes on a headline, and you’re like, “ugh I can’t get it” and you’re frustrated and walk away. Know that it happens to everybody. It happens to the best of us. But the one’s when you get it right, that’s the difference between, again, a 5 or 6 figure campaign and a 7 or 8 figure campaign is getting that right. So don’t be afraid to put the time and energy and effort into that because it’s worth it in the end and hopefully it’ll be worth it for the attendees. You guys will have to let me know afterwards. Again, I will share with you. After the event is done I will walk you guys through the choreography, the what and why and how it all worked. What worked and what didn’t work. So that’s all I got today. I’m at the haircut place, two minutes late. I’m going to bounce. Thanks you guys for everything. I can’t wait to see you guys at Funnel Hacking Live, those who are going to be there. Those who can’t make it there, please come next year. I don’t put out half a million dollars or more in cash from my pocket just for my health. It’s to serve you guys. So take advantage of that, it’s worth the $1000 bucks and the couple grand for tickets and hotels. Because I’m spending 50 times that much on investing into you guys. So make sure you invest that back into yourself as well, because we do care and I do know that this stuff works and it can change your life. So if you’re on the fence thinking about next year if you’re going to come or whatever. Just remember you guys, you’re just one funnel away. I cannot wait to help you implement and create that funnel. Alright guys, talk to you soon. Bye everybody.

angels steve jobs state of the union lost art clickfunnels expert secrets funnel hacking live choreographing trey lewellen fhat

The Backwards Way To Launch A Bestseller Everytime

Play Episode Listen Later Feb 14, 2017 11:53

This goes against all logic, but it's the only way to actually do it. On this episode Russell talks about procrastinating getting presentations for Funnel Hacking Live done and why procrastination works for him. He also talks about why he sells stuff before it's even been created. Here are some of the other exciting things in this episode: What Russell's dream car is and why some might consider it a downgrade. Why getting work done right before it's hard deadline is beneficial for Russell. And what creative way Dean Graziosi makes bestsellers. So listen below to find out why procrastination works so well for Russell. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Guess what? Today, I'm actually in my car, which is kind of awesome because there's been less of that lately. I'm backing out right now and I'm driving the Corvette that is the one we showed everyone when we launched the dream car contest. I'm about a week or two away til I get rid of this thing. Getting rid of the Corvette, and my Lexus is now smashed because I backed into it with my other car. Yes, I'm a genius. I'm going to be finally getting my dream car. It's funny, I've been, my whole life my dream car's been a Jeep. Ever since I was a little kid I always wanted a Jeep, but for some reason I never had one. I've had a Ferrari, I've had a Corvette, all those things. But I don't even like those cars, I've always wanted a Jeep. So all the guys at the office are making fun of me, “Dude, you realize Jeeps aren't that expensive right?” I'm like, “yeah.” They're like, “Why don't you get one?” I'm like, “Because I have a Corvette now.” And they're like, “Well, get rid of it.” I'm like, “I guess I could. Why don't I just do that?” So I'm getting a Jeep. I'm down grading in the eyes of some people, but I'm upgrading in my eyes, which is all that really matters when all is said and done. So I'm pretty excited for that. But I'm heading to the office right now. Yesterday was planning out all the presentations, the offers, getting order forms, process flows, speaker lineup, all that kind of stuff was yesterday. Today is working on presentations. I got Tuesday, Wednesday, Thursday to get all my presentations done. And then after that I'm heading to the event. So it's like do or die. But I want to talk about, because I know some people have voiced concern that my presentations aren't done and the event is happening. So I want to talk to you guys. I did a podcast a year ago called the Fine Art of Procrastination, which is worth listening to. So this probably part two of that. It just kind of a understanding that most people, we spend so much time planning stuff. And there's some law, I think its, I can't remember, Fredo's law, one of those dudes. But there's a law that basically however much time you have to get something done, you will fill that time completely up. It always happens. So if I were to start planning these things six months ago and started working on presentations I would still be not getting it done until right now anyway. So in my philosophy, just why not just get them done right now and it's better? The other thing, I don't know about you guys when you do presentations, I've had presentations, where I've created presentations and I've done the presentations a bunch of times and it worked, and then I don't do it for six months and I come back and do it and even though I've done the presentation and I know it, for some reason my mind can't remember the process and some of the stories, all that kind of stuff gets messed up. Where if I'm doing the presentations right before it actually happens, then I have better recall and clarity of what I was I doing and why I was doing it and how all the pieces fit together and all that kind of fun stuff. In fact, the FHAT event we did last week, I was up until 1:00 the night before doing my presentations. I was all nervous and all those things, but what's nice, I'd gone through it so many times, I knew the process and what I was trying to cover, when and why and how they all fit together. So when I gave it, it was all top of mind. If I was to give the FHAT event today, I would struggle because it's been a week since I did it. I would be like, “Oh wait, why did I do that in that order?” It would probably be hard. So that's another reason why I like to wait til the end. Because it gives me the ability to have it top of my mind. What I'm doing, why I'm doing it, and the order and structure and all those things. Anyway, that's kind of what's happening today. So I'm giving you guys all permission, those of you guys who procrastinate. But it comes back to is having a firm, hard deadline. I don't know about you guys, but if I don't have the deadline of this is when this has to happen or else it's never going to happen. If I don't have those deadlines then nothing ever happens. So that's why I always schedule things like, “Okay FHAT event happens this day, Funnel Hacking Live starts this day. Product launch is this day. Roll out of MP3 players is this day.” So I set these hard deadlines and that way my, I don't know, my mind does not have the ability to keep pushing deadline further and further away. Because it's like, if we don't make this one then we miss the next one and the next one. In fact, in our office I went and bought this huge calendar. It takes up an entire wall for the whole year. And what we'd be doing is basically blocking out almost every single week and in most cases every day of every single week for the next twelve months. Everything is so tightly fitted in there it's like, okay here's all the stuff that's happening and there's no room for deviation. It's like, okay this is when things are happening and if I miss something then it throws the rest of the year off. So we have to get things done. That's kind of how I function. Is setting hard deadlines that are immovable and then reverse engineering to get that done. Like, when do I need to start the core tasks, and then starting those just in time. I remember I took a class in college, it was a project management class. But I did really bad on it, but the teacher was awesome. I remember it was my senior year, last semester. I was either failing or I was close to failing, but probably closer on the failing side, and I was not going to graduate if I didn't pass this annoying class. My teacher was super cool, he came up to me after class. He's like, “Hey, can I talk to you for a minute?” I was like, “Yeah.” And he's like, “So what are you doing? What's your…what are your plans after you graduate?” I was like, “Oh well, I already launched this business, selling stuff online. I already have two employees, just going to keep growing that.” And he's like, “So you don't really need this engineering stuff right?” I'm like, “Not even a little bit.” He's like, “Cool, how about this? I'll give you a C.” I'm like, “Are you serious?” He's like, “Yeah.” I'm like, “Dude, I love you. Thank you.” And so he gave me a C, and it was the greatest gift that someone could have ever given me. I don't remember the teacher's name or anything, but if I ever see him again I'll be like, “Dude, thank you for that C.” Anyway, I did learn something from that class, which is why I deserve that C, because I have retention to this day. In that class he talked about, probably a lot of stuff, the only thing I remember was the concept of just in time production. Where people get things done just in time. I guess that doesn't really warrant me getting a C, I don't really know what that means other than in my mind it means I'm going to get things done just in time. I'm not going to try to have things done a month or a week or six months early, because if I do I'm going to stress about it, it's not going to be right, I'm going to keep pushing it, and I'll waste so much time. For me if I can press those timelines I get ten times as much stuff done and sometimes things aren't perfect when I roll them out, but that's okay because I have time to perfect them over time. But I do not have time to over time to launch it, get it out the door. Because then it'll just never actually get done. For those of you guys who get stuck in that, what do they call it, analysis paralysis, in that mode of trying to make things perfect before you roll it out. What I highly recommend doing for you is finding a business partner who just likes to sell stuff. There's something magic about sales people. Like me, for example, not that I'm that cool but I love to sell stuff. And I want to sell stuff fast, before it's even ready. In fact, Steven Larsen yesterday was like, “Dude, you sell all this stuff before you ever create it.” I was like, “Yes.” And he's like, “How do you…why do you do that?” I was like, “well, first off, if I sell it and nobody buys it, I don't want to create it. And second off, by me selling it, I say things about what it's going to be and I then hold myself accountable to that when I create the products I have to fulfill on these different promises.” A lot of people create the product first. I remember when I first learned copywriting, they told me that before I create the product, write the sales letter. Otherwise, you're going to be like, “Oh my product doesn't do that or that.” And your sales letter gets worse and worse. Instead write the sales letter first and write all the promises you want and say how do I make my product fulfill these promises. And that's a better way to sell. The other way around is backwards and doesn't really work. The key is going up there and selling. So find a good sales person and go and take it. I've got, by far, the most amazing partners on planet earth with Clickfunnels. And we've joked about this before. If it wasn't for me, I want to sell this, they would probably still be programming it because there's so much they want to do. But I'm like, no we gotta sell it. So I'm selling and they're developing. So we sold it and the first version of Clickfunnels, guess what? It wasn't that good. But it got better. The next version wasn't quite as good, but it got better and better. IT's continual progression, but the progression is much easier to do when you got cash in the bank from you selling the thing. So that's kind of the moral of today's story I think. In this situation, if you're that person, find somebody who can just go and sell for you. I was talking to Dean Graziosi yesterday and he was doing an infomercial, so he filmed the infomercial, got a book that had the cover on it, with blank pages inside. Did the whole infomercial, showing the book. And he launched the infomercial and saw what the numbers were. The numbers came back really good, and he said, cool the numbers are good. Now I'm going to go back and actually write the book. So he sent the next six months writing the book. And then the infomercial knew worked, so he went and tweaked it. This time he brought Larry King on the infomercial, launched it there, it did good but the book still wasn't finished. He tested it, refunded everyone who bought. He just wanted to see the numbers and now he's getting ready to finalize it. And what's cool, this is cool and a huge honor for me. He did the first version with Larry King, test it, worked good. Then a month or two months later I was out at the 100k meeting, and if you guys listen to episodes 300-302 I shared my presentation from the 100k meeting. We talked about epiphany bridges, belief and story and all that really cool stuff. And Dean, it's his event so he was there. He was like, this is awesome. So he messaged me yesterday, “Hey just so you know, after your thing I had some big aha's that I forgot about. Things I used to do in my old shows that I didn't do. I actually hired Larry King, flew him back out here and we re-filmed the intro.” I'm like, ‘'Really, can I see it?” So he sent me the link yesterday to the infomercial. So I was watching it and at minute 2:20 he actually said the word, epiphany. And I stood up, clapped my hands. Not only is he using epiphany bridge, he actually used the word epiphany. I was freaking out and so excited, it was insane. And then I asked him, “Hey man, when in your schedule can we block out to do my infomercial for my book?” and he was like, “Hey, we could do it blah.” And gave me a date, which is insane and way sooner than I thought. So I may have an Expert Secrets infomercial in my near future. I'm so excited. So we'll see. I'll keep you guys in the loop as that goes forward. But how cool would that be. With that said, I'm going to go inside and get some power point presentations done. Appreciate you all; see most of you all at Funnel Hacking Live. And remember you guys, you're just one funnel away. Thanks everybody.

launch product ferrari procrastination fine arts bestseller backwards everytime jeep larry king corvettes lexus clickfunnels russell brunson fredo dean graziosi jeeps expert secrets funnel hacking live steven larsen fhat

The Backwards Way To Launch A Bestseller Everytime

Play Episode Listen Later Feb 14, 2017 11:53

This goes against all logic, but it’s the only way to actually do it. On this episode Russell talks about procrastinating getting presentations for Funnel Hacking Live done and why procrastination works for him. He also talks about why he sells stuff before it’s even been created. Here are some of the other exciting things in this episode: What Russell’s dream car is and why some might consider it a downgrade. Why getting work done right before it’s hard deadline is beneficial for Russell. And what creative way Dean Graziosi makes bestsellers. So listen below to find out why procrastination works so well for Russell. ---Transcript--- Hey everyone, this is Russell Brunson and welcome to Marketing In Your Car. Guess what? Today, I’m actually in my car, which is kind of awesome because there’s been less of that lately. I’m backing out right now and I’m driving the Corvette that is the one we showed everyone when we launched the dream car contest. I’m about a week or two away til I get rid of this thing. Getting rid of the Corvette, and my Lexus is now smashed because I backed into it with my other car. Yes, I’m a genius. I’m going to be finally getting my dream car. It’s funny, I’ve been, my whole life my dream car’s been a Jeep. Ever since I was a little kid I always wanted a Jeep, but for some reason I never had one. I’ve had a Ferrari, I’ve had a Corvette, all those things. But I don’t even like those cars, I’ve always wanted a Jeep. So all the guys at the office are making fun of me, “Dude, you realize Jeeps aren’t that expensive right?” I’m like, “yeah.” They’re like, “Why don’t you get one?” I’m like, “Because I have a Corvette now.” And they’re like, “Well, get rid of it.” I’m like, “I guess I could. Why don’t I just do that?” So I’m getting a Jeep. I’m down grading in the eyes of some people, but I’m upgrading in my eyes, which is all that really matters when all is said and done. So I’m pretty excited for that. But I’m heading to the office right now. Yesterday was planning out all the presentations, the offers, getting order forms, process flows, speaker lineup, all that kind of stuff was yesterday. Today is working on presentations. I got Tuesday, Wednesday, Thursday to get all my presentations done. And then after that I’m heading to the event. So it’s like do or die. But I want to talk about, because I know some people have voiced concern that my presentations aren’t done and the event is happening. So I want to talk to you guys. I did a podcast a year ago called the Fine Art of Procrastination, which is worth listening to. So this probably part two of that. It just kind of a understanding that most people, we spend so much time planning stuff. And there’s some law, I think its, I can’t remember, Fredo’s law, one of those dudes. But there’s a law that basically however much time you have to get something done, you will fill that time completely up. It always happens. So if I were to start planning these things six months ago and started working on presentations I would still be not getting it done until right now anyway. So in my philosophy, just why not just get them done right now and it’s better? The other thing, I don’t know about you guys when you do presentations, I’ve had presentations, where I’ve created presentations and I’ve done the presentations a bunch of times and it worked, and then I don’t do it for six months and I come back and do it and even though I’ve done the presentation and I know it, for some reason my mind can’t remember the process and some of the stories, all that kind of stuff gets messed up. Where if I’m doing the presentations right before it actually happens, then I have better recall and clarity of what I was I doing and why I was doing it and how all the pieces fit together and all that kind of fun stuff. In fact, the FHAT event we did last week, I was up until 1:00 the night before doing my presentations. I was all nervous and all those things, but what’s nice, I’d gone through it so many times, I knew the process and what I was trying to cover, when and why and how they all fit together. So when I gave it, it was all top of mind. If I was to give the FHAT event today, I would struggle because it’s been a week since I did it. I would be like, “Oh wait, why did I do that in that order?” It would probably be hard. So that’s another reason why I like to wait til the end. Because it gives me the ability to have it top of my mind. What I’m doing, why I’m doing it, and the order and structure and all those things. Anyway, that’s kind of what’s happening today. So I’m giving you guys all permission, those of you guys who procrastinate. But it comes back to is having a firm, hard deadline. I don’t know about you guys, but if I don’t have the deadline of this is when this has to happen or else it’s never going to happen. If I don’t have those deadlines then nothing ever happens. So that’s why I always schedule things like, “Okay FHAT event happens this day, Funnel Hacking Live starts this day. Product launch is this day. Roll out of MP3 players is this day.” So I set these hard deadlines and that way my, I don’t know, my mind does not have the ability to keep pushing deadline further and further away. Because it’s like, if we don’t make this one then we miss the next one and the next one. In fact, in our office I went and bought this huge calendar. It takes up an entire wall for the whole year. And what we’d be doing is basically blocking out almost every single week and in most cases every day of every single week for the next twelve months. Everything is so tightly fitted in there it’s like, okay here’s all the stuff that’s happening and there’s no room for deviation. It’s like, okay this is when things are happening and if I miss something then it throws the rest of the year off. So we have to get things done. That’s kind of how I function. Is setting hard deadlines that are immovable and then reverse engineering to get that done. Like, when do I need to start the core tasks, and then starting those just in time. I remember I took a class in college, it was a project management class. But I did really bad on it, but the teacher was awesome. I remember it was my senior year, last semester. I was either failing or I was close to failing, but probably closer on the failing side, and I was not going to graduate if I didn’t pass this annoying class. My teacher was super cool, he came up to me after class. He’s like, “Hey, can I talk to you for a minute?” I was like, “Yeah.” And he’s like, “So what are you doing? What’s your…what are your plans after you graduate?” I was like, “Oh well, I already launched this business, selling stuff online. I already have two employees, just going to keep growing that.” And he’s like, “So you don’t really need this engineering stuff right?” I’m like, “Not even a little bit.” He’s like, “Cool, how about this? I’ll give you a C.” I’m like, “Are you serious?” He’s like, “Yeah.” I’m like, “Dude, I love you. Thank you.” And so he gave me a C, and it was the greatest gift that someone could have ever given me. I don’t remember the teacher’s name or anything, but if I ever see him again I’ll be like, “Dude, thank you for that C.” Anyway, I did learn something from that class, which is why I deserve that C, because I have retention to this day. In that class he talked about, probably a lot of stuff, the only thing I remember was the concept of just in time production. Where people get things done just in time. I guess that doesn’t really warrant me getting a C, I don’t really know what that means other than in my mind it means I’m going to get things done just in time. I’m not going to try to have things done a month or a week or six months early, because if I do I’m going to stress about it, it’s not going to be right, I’m going to keep pushing it, and I’ll waste so much time. For me if I can press those timelines I get ten times as much stuff done and sometimes things aren’t perfect when I roll them out, but that’s okay because I have time to perfect them over time. But I do not have time to over time to launch it, get it out the door. Because then it’ll just never actually get done. For those of you guys who get stuck in that, what do they call it, analysis paralysis, in that mode of trying to make things perfect before you roll it out. What I highly recommend doing for you is finding a business partner who just likes to sell stuff. There’s something magic about sales people. Like me, for example, not that I’m that cool but I love to sell stuff. And I want to sell stuff fast, before it’s even ready. In fact, Steven Larsen yesterday was like, “Dude, you sell all this stuff before you ever create it.” I was like, “Yes.” And he’s like, “How do you…why do you do that?” I was like, “well, first off, if I sell it and nobody buys it, I don’t want to create it. And second off, by me selling it, I say things about what it’s going to be and I then hold myself accountable to that when I create the products I have to fulfill on these different promises.” A lot of people create the product first. I remember when I first learned copywriting, they told me that before I create the product, write the sales letter. Otherwise, you’re going to be like, “Oh my product doesn’t do that or that.” And your sales letter gets worse and worse. Instead write the sales letter first and write all the promises you want and say how do I make my product fulfill these promises. And that’s a better way to sell. The other way around is backwards and doesn’t really work. The key is going up there and selling. So find a good sales person and go and take it. I’ve got, by far, the most amazing partners on planet earth with Clickfunnels. And we’ve joked about this before. If it wasn’t for me, I want to sell this, they would probably still be programming it because there’s so much they want to do. But I’m like, no we gotta sell it. So I’m selling and they’re developing. So we sold it and the first version of Clickfunnels, guess what? It wasn’t that good. But it got better. The next version wasn’t quite as good, but it got better and better. IT’s continual progression, but the progression is much easier to do when you got cash in the bank from you selling the thing. So that’s kind of the moral of today’s story I think. In this situation, if you’re that person, find somebody who can just go and sell for you. I was talking to Dean Graziosi yesterday and he was doing an infomercial, so he filmed the infomercial, got a book that had the cover on it, with blank pages inside. Did the whole infomercial, showing the book. And he launched the infomercial and saw what the numbers were. The numbers came back really good, and he said, cool the numbers are good. Now I’m going to go back and actually write the book. So he sent the next six months writing the book. And then the infomercial knew worked, so he went and tweaked it. This time he brought Larry King on the infomercial, launched it there, it did good but the book still wasn’t finished. He tested it, refunded everyone who bought. He just wanted to see the numbers and now he’s getting ready to finalize it. And what’s cool, this is cool and a huge honor for me. He did the first version with Larry King, test it, worked good. Then a month or two months later I was out at the 100k meeting, and if you guys listen to episodes 300-302 I shared my presentation from the 100k meeting. We talked about epiphany bridges, belief and story and all that really cool stuff. And Dean, it’s his event so he was there. He was like, this is awesome. So he messaged me yesterday, “Hey just so you know, after your thing I had some big aha’s that I forgot about. Things I used to do in my old shows that I didn’t do. I actually hired Larry King, flew him back out here and we re-filmed the intro.” I’m like, ‘’Really, can I see it?” So he sent me the link yesterday to the infomercial. So I was watching it and at minute 2:20 he actually said the word, epiphany. And I stood up, clapped my hands. Not only is he using epiphany bridge, he actually used the word epiphany. I was freaking out and so excited, it was insane. And then I asked him, “Hey man, when in your schedule can we block out to do my infomercial for my book?” and he was like, “Hey, we could do it blah.” And gave me a date, which is insane and way sooner than I thought. So I may have an Expert Secrets infomercial in my near future. I’m so excited. So we’ll see. I’ll keep you guys in the loop as that goes forward. But how cool would that be. With that said, I’m going to go inside and get some power point presentations done. Appreciate you all; see most of you all at Funnel Hacking Live. And remember you guys, you’re just one funnel away. Thanks everybody.

The Sport We Call Business

Play Episode Listen Later Feb 13, 2017 16:54

Understand who you're competing against in this game, or else you're going to lose. On today's episode Russell talks about looking at competing in business the same way he would compete during his wrestling days. He views business as a sport and he has figured out how he's going to beat the competition. Here are some of the fun things in this episode: How being an athlete on the playground has prepared Russell to go against his competition in business. How an underdog can still beat the company on steroids (venture capitalists). And why you need to start looking at business like a sport if you're ever going to be able to beat the other guys. So listen below to find out why Russell is in it to win it when it comes to business. ---Transcript--- Hey everyone, this is Russell Brunson, I hope you guys are doing good. I'm actually taking the trash out right now. That's what that wheeling sound, that's the trashcan being wheeled. But this is going to be a crazy week. I thought I'd hang out with you guys before I get started on it. Tomorrow is Monday morning, and Monday is basically the week before Funnel Hacking Live starts. Technically it starts on Tuesday, but Pre-registration starts a week from tomorrow. So Tomorrow is when I get to start doing all my presentations. Yes, I wait til the last week to do my presentations. You want to know why? Because the stuff we were doing six months ago, even a month ago has changed. So I want to make sure I have the most up to date content of all time at any given moment. That's the reason why. That's one of the reasons. The other reason is I just haven't had time. But that's plenty of time to get everything done and make it amazing. I know what I'm going to talk about, I just gotta get all the slides and examples and case studies and all that kind of stuff and put it together in a really cool way. Hopefully you guys can hear me. It's kind of loud, the trashcan. But I am….hold on a second I'm going to… Alright, this might be the only episode of Marketing while you're taking the trashcan out. I'm out here and it's cool, it's super dark, we just got new neighbors that built a house across the street. We're on a really dark street where there's not lights at all. Their house is lit up really cool and the moon is….I wish you could see it. It's pitch black, it's way off in the distance, right above the mountains there's this glowing thing that looks misty and foggy over it. It's pretty amazing. Anyway, I'm excited because all the snow has been melting that we've had. We've had so much snow this winter. Then it rained three days last week and it all melted. And we're back to where I can see the grass everywhere and it's so exciting. Anyway, tonight was really fun, we went to church and then had meetings after church and then went out with the kids, went and played in the wrestling room, jumped on the tramp which is freezing cold, then jumped in the hot tub which is super warm and now we put them to bed. My wife's actually in there putting them to bed. I snuck out to put out the trash because they wear me out those little buggars. I love them, but they wear me out. Anyway, Funnel Hacking Live is a week away, which is crazy. It's interesting, last week we had our FHAT event, here in Boise in our new office, which is super fun and I just have this bad habit of booking way too many things all at the same time. But it's been fun. There's something with finishing the book and creating everything for the FHAT event, and everything for the Funnel Hacking Live event, where all these concepts and things we're talking about right now are becoming so clear. I don't know if you guys have done that where you've had the chance to go through a really deep immersion. It's weird all these connections get made that don't when you're dabbling and goofing around. That's why I think people should go really deep when they're becoming a master at what they're trying to do. You know, become unbalanced for a while, spending insane amounts of time. But it's been interesting, one of the fun things I've been thinking about. My dad came to town last weekend as well, which is awesome. I was thinking about business as a whole, it's such a weird I don't know, playground is the word that pops in my head, I don't know if that's the right word. It's this weird playground where you go to school, and there's all these different types of kids. There's the athletes over here, then there's the people that are in band, and then there's the drama kids, and then there's the skaters, and then there's…..there's all these different groups at the playground. When you typically go out there, you go and play with the people that fit in your mold. So I go play with the athletes. We play basketball, football. Competing against each other, trying to win. That's what drove us at recess, but I'm guessing the other groups probably didn't do that. They were, I don't know what the other groups were doing. But I'm assuming, because we would play games with all the kids, but as I got older, I focused on wrestling and that became my thing and it was a deep passion of how do I become the best. At first I wanted to be the best in the state. After I was State Champ I was like, I want to be best in the country. And my senior year of high school I took second place in the country. Then I was like, I want to be the best in college, in the country. And I never hit that goal. I guess technically I didn't hit the best in the country in high school either, I almost, I was two points away from that. College I was like, I want to be an all American, I want to be a national champ, and I didn't get those goals, but I always knew that's the person I have to beat. I was aware of them, I looked at them and I watched their matches and I studied them and looked what they were doing and I understood them. I understood their moves and what drove them so that I could beat them. And I was always aware of the people I had to beat. And that was just like, as an athlete, how I viewed the world and business, not business but things. I mean, for almost two decades of my life, that's what it was. Here's where I'm at, who's above me, I gotta find those people, figure them out, and beat them. And that's what I understood. And I always assume that that's how everybody thought. But I guess, back at the playground, I'm guessing the band kids didn't do that. They hung out and played music together, they had a good time. The drama kids, they made plays together and had a good time. And then the skaters, they skated. You know, I don't know all the different cliques and stuff, but everybody did their thing. I always assumed that everyone thought the way that I did. Because that was the only world I knew. And it's been interesting as I've come into business, because for me business was the next sport. I got into business, I mean I was learning about it in college when I was wrestling. My senior year, I didn't hit my goals. I fell short, and in fact I didn't even qualify for the national tournament, which destroyed me. And it would have destroyed me if I didn't have the next thing. For me, business I was dabbling in and that became my next sport. It was like, here's the sport, I got to figure out. And it's interesting, the concepts of funnel hacking and the stuff that I share with people, you know how I always talk about I look at people successful and I model them, and I did, but it was different from that. For me it was a sport, I came in and this is the….I'm on a new playground looking around. Who are the kids that are winning? And the people I saw at the time were Armand Morin, Alex Mandossian, Mark Joyner, David Frey, these are all the guys I saw who were successful. So for me it was like, okay what are those guys doing? It was just like wrestling. I would look at them, scout them, watch them, study and learn and figure out what makes them tick. And then when I understand that, then I go and compete against them. In wrestling I have a match, and someday I'm going to come face to face, we're going to walk out on the mat under the lights. I'm going to put my shoes on and it's going to be me and them and that's it. And if I haven't done my homework, I'm going to look like an idiot. But in business it was weird because I would study these guys and try to figure out how to compete with them and be successful like they were and that was my whole thing, and I was racing towards that. But what's weird in business, we never got that moment where we step on the mat and shake hands and go and find out who prepared more. It was weird, I became friends with people and our businesses were together and I learned this cooperation stuff that I'm guessing they probably taught at the playground with the kids in the band, and the kids, the other groups that all played together. For business it was fun because I collaborated and I had that, but in my mind, I don't know about you, but I always had from day one….I remember actually, I don't know if I've ever publicly said this out loud, but for me, I've always been very aware of where I visualize myself in the totem pole in my market, where are people at? Where up and down, that's just how my brain works. And when I pass somebody, I'm aware of that. And when I know who's ahead of me, I'm aware of that. When I know that, I study those people, I figure them out and I try to beat them. That's just how I'm wired. It's been interesting, as I've gotten into, as our business has been growing, I would say in our market, I don't think there's any businesses that are really bigger than us right now. Outside of a couple of companies that have taken on venture capitalists. They've got millions of dollars dumped into them, which is the equivalent of steroids. Honestly, in sports that cheating, but business it's like, “Aww yes, someone gave us 14 million dollars, now we can cheat.” It's just ridiculous. For me, I'm looking out and we've got these dudes that got steroids, they're cheating, but I got to compete against the, but I'm very aware. In my mind it's very clear, the companies I'm going after. And it shouldn't be too hard for you guys that follow me to know, because we make fun of them a lot. But I'm aware of it, I study and figure out what they're doing right and wrong, what the weaknesses are and then we're attacking them. It's been interesting because as I've been doing that, the kids at the playground who grew up in band class, and that grew up in drama and as skaters and all these other things, they're not used to it. And those are the guys I'm competing against. And it's interesting because they don't handle the heat well. We got in a…… For me this is a sport. Business is nothing but a sport for me. It's like, who do I need to beat? We're going and attacking and we're going to beat them. Otherwise, what's the point of this whole thing? Yes, we're helping people and that part is amazing on this journey. But there's not, that's who I need to beat, what's the point of it? It's hard for me otherwise. Anyway, someone that I kind of ruffled their feathers, I actually thought through this podcast, interestingly enough. But they messaged me and kind of told me off, because they didn't like what I'm doing. Because I'm aggressive and I'm not playing like they're used to playing. What they told me, they said my dad taught me never to burn bridges. And I didn't send this back, but I wanted to. I thought, that's interesting because my dad taught me how to win and that's all that matters to me, is winning. Anyway, I told that story at the FHAT event, and people thought I was pretty, everyone was laughing. But that's how I feel. I'm very aware of who I am going after. And I don't publicly. In fact, Dan Usher is here making some videos for us and I was showing the offer we're creating, there's one other person who's had more success in this, I'm not going to say their name. But there's one person who's had more success than me in this field where this book is. And I was showing Dan those videos and I was like, “That's who I'm going against. That's who I'm competing against. That's who we have to beat.” He's like, “I thought you guys were friends.” And I'm like, “We are friends, but it doesn't matter.” I was friends with people on the wrestling mat, but when it comes to sports I have to win. I'm going after them. I'm not sitting around and trying to be nice. My goal is to win. Flat out. And I want to make sure that everybody understands that. What's cool, is during this process I'm making friends and all these kinds of things, but it's a sport for me. Very clear cut. This is a sport. And I have people I'm competing against and I'm going to win. And it's interesting, because these other people aren't used to that, and they are used to that, they've never been under the lights, with your shoes tied up and it's you and them and no one else going head to head. And I am, I'm used to it. I love it, I thrive off it. I need it, I desire it. I crave for that. So it makes this game interesting because the way that people are beating us right now is through the most part, venture capitalists, steroids. So it just drives me more. Yes, okay. You're going to cheat with steroids, that's fine. I'm still going to win, I'm going to take you down and we're going to choke you out and we're going to turn you to your back and you're going to get pinned. And that's how I view business. I just want, I don't know, I want to instill that into you guys. A lot of you guys out there were athletes, you were the kids on the playground who went through that and experienced it, and that's your drive. For some of you guys it's not. You have to understand when you step in the business world, that's who you're playing against. You're playing against athletes. People who that's their goal. So when I come, when you come into your business and look at your market, you need to be fully aware. Where do you sit on the totem pole? Are you JV or Varsity? First team or second team? Where in the state or country? Because if you're not aware of that, how do you win if you don't know who you're playing against? Somebody told me the other day, after the FHAT event, “One thing I discovered after being around you for the last three days is how aware you are of all the competitors in your market.” And I thought it was interesting, because I am very, very aware. I know what they're all doing. I'm watching them. And the things that I like, we use. And the things we don't, we counter attack against them. You'll see more and more of that throughout this year as we are aggressively going after our competitors and we're going to surpass them through raw talent and skill instead of venture capitalists cash, which is amazing. You know, I wrestled kids that were on steroids before and it's interesting, they come out and have big muscles. They huff and puff and usually the first 30 seconds to a minute they are really strong, but what I've found with the big dudes on steroids, when you choke them, you snap their head down and block the blood, there's a carotid artery in their neck, if you squeeze that and block the blood to their carotid artery, instantly in the second they go down. Their muscles become weak and they become soft like jelly. And the stronger they were, the weaker they become. That's what I've found. Not that you guys care, but when I wrestled big people. I count out muscles first, and if I can't take them down, I have to get their head below me and do a front headlock; we're going for a choke, cut the blood off from the brain, not long term but just for a second or two. But as soon as you do that, all your muscles lose energy, they stop, you fall and then we attack and we win. It's similar. Anyway, that's just….there's some…what's the book, The Art of War? This is the Art of War by Russell Brunson. That's the strategy, how it works. We've talked before in a podcast, how you know when your opponents break. When you're out there wrestling someone, you push them and you feel, physically feel them break. Their energy stops, their posture, their whole body stops. That's when you attack harder and faster and bigger, that's how you beat people that are bigger and stronger than you. That's what happening and I hope you guys are enjoying watching it. I'm having so much fun competing. I don't know about you but I love seeing the underdogs win. I love seeing the dude who's got better technique beat out the guy on steroids, every single time. I'm calling my shot, that's the plan, that's what's happening. I hope you guys do the same thing. Become aware of who your competitors are. You don't have to be jerks about it, I'm probably too jerky sometimes, I apologize for that in advance. But be aware of it and understand that, and run this like a sport. If you do that, that's how you're going to win. Because this playground, nobody cares. Nobody cares, I grew up in band, I grew up in drama, I grew up in whatever. Okay, well you're still competing against the athletes. And if the athletes want to win, they're going to win. So be very aware of that, going into it. When you're inside of it, start shifting your mindset to understand that and it'll become fun. It becomes a game, becomes a sport. I always tell people, this is one of the greatest sports ever. It's exciting. That's all I got for tonight. With that said, I'm done. It's freezing cold out here, I'm going to go inside and get warm. And for those of you guys going to Funnel Hacking Live in a week, I will see you soon. I cannot wait. Appreciate you all, and I will talk to you soon.

american art business marketing war honestly flat competing technically boise jv varsity russell brunson aww funnel hacking live alex mandossian mark joyner armand morin david frey fhat

The Sport We Call Business

Play Episode Listen Later Feb 13, 2017 16:54

Understand who you’re competing against in this game, or else you’re going to lose. On today’s episode Russell talks about looking at competing in business the same way he would compete during his wrestling days. He views business as a sport and he has figured out how he’s going to beat the competition. Here are some of the fun things in this episode: How being an athlete on the playground has prepared Russell to go against his competition in business. How an underdog can still beat the company on steroids (venture capitalists). And why you need to start looking at business like a sport if you’re ever going to be able to beat the other guys. So listen below to find out why Russell is in it to win it when it comes to business. ---Transcript--- Hey everyone, this is Russell Brunson, I hope you guys are doing good. I’m actually taking the trash out right now. That’s what that wheeling sound, that’s the trashcan being wheeled. But this is going to be a crazy week. I thought I’d hang out with you guys before I get started on it. Tomorrow is Monday morning, and Monday is basically the week before Funnel Hacking Live starts. Technically it starts on Tuesday, but Pre-registration starts a week from tomorrow. So Tomorrow is when I get to start doing all my presentations. Yes, I wait til the last week to do my presentations. You want to know why? Because the stuff we were doing six months ago, even a month ago has changed. So I want to make sure I have the most up to date content of all time at any given moment. That’s the reason why. That’s one of the reasons. The other reason is I just haven’t had time. But that’s plenty of time to get everything done and make it amazing. I know what I’m going to talk about, I just gotta get all the slides and examples and case studies and all that kind of stuff and put it together in a really cool way. Hopefully you guys can hear me. It’s kind of loud, the trashcan. But I am….hold on a second I’m going to… Alright, this might be the only episode of Marketing while you’re taking the trashcan out. I’m out here and it’s cool, it’s super dark, we just got new neighbors that built a house across the street. We’re on a really dark street where there’s not lights at all. Their house is lit up really cool and the moon is….I wish you could see it. It’s pitch black, it’s way off in the distance, right above the mountains there’s this glowing thing that looks misty and foggy over it. It’s pretty amazing. Anyway, I’m excited because all the snow has been melting that we’ve had. We’ve had so much snow this winter. Then it rained three days last week and it all melted. And we’re back to where I can see the grass everywhere and it’s so exciting. Anyway, tonight was really fun, we went to church and then had meetings after church and then went out with the kids, went and played in the wrestling room, jumped on the tramp which is freezing cold, then jumped in the hot tub which is super warm and now we put them to bed. My wife’s actually in there putting them to bed. I snuck out to put out the trash because they wear me out those little buggars. I love them, but they wear me out. Anyway, Funnel Hacking Live is a week away, which is crazy. It’s interesting, last week we had our FHAT event, here in Boise in our new office, which is super fun and I just have this bad habit of booking way too many things all at the same time. But it’s been fun. There’s something with finishing the book and creating everything for the FHAT event, and everything for the Funnel Hacking Live event, where all these concepts and things we’re talking about right now are becoming so clear. I don’t know if you guys have done that where you’ve had the chance to go through a really deep immersion. It’s weird all these connections get made that don’t when you’re dabbling and goofing around. That’s why I think people should go really deep when they’re becoming a master at what they’re trying to do. You know, become unbalanced for a while, spending insane amounts of time. But it’s been interesting, one of the fun things I’ve been thinking about. My dad came to town last weekend as well, which is awesome. I was thinking about business as a whole, it’s such a weird I don’t know, playground is the word that pops in my head, I don’t know if that’s the right word. It’s this weird playground where you go to school, and there’s all these different types of kids. There’s the athletes over here, then there’s the people that are in band, and then there’s the drama kids, and then there’s the skaters, and then there’s…..there’s all these different groups at the playground. When you typically go out there, you go and play with the people that fit in your mold. So I go play with the athletes. We play basketball, football. Competing against each other, trying to win. That’s what drove us at recess, but I’m guessing the other groups probably didn’t do that. They were, I don’t know what the other groups were doing. But I’m assuming, because we would play games with all the kids, but as I got older, I focused on wrestling and that became my thing and it was a deep passion of how do I become the best. At first I wanted to be the best in the state. After I was State Champ I was like, I want to be best in the country. And my senior year of high school I took second place in the country. Then I was like, I want to be the best in college, in the country. And I never hit that goal. I guess technically I didn’t hit the best in the country in high school either, I almost, I was two points away from that. College I was like, I want to be an all American, I want to be a national champ, and I didn’t get those goals, but I always knew that’s the person I have to beat. I was aware of them, I looked at them and I watched their matches and I studied them and looked what they were doing and I understood them. I understood their moves and what drove them so that I could beat them. And I was always aware of the people I had to beat. And that was just like, as an athlete, how I viewed the world and business, not business but things. I mean, for almost two decades of my life, that’s what it was. Here’s where I’m at, who’s above me, I gotta find those people, figure them out, and beat them. And that’s what I understood. And I always assume that that’s how everybody thought. But I guess, back at the playground, I’m guessing the band kids didn’t do that. They hung out and played music together, they had a good time. The drama kids, they made plays together and had a good time. And then the skaters, they skated. You know, I don’t know all the different cliques and stuff, but everybody did their thing. I always assumed that everyone thought the way that I did. Because that was the only world I knew. And it’s been interesting as I’ve come into business, because for me business was the next sport. I got into business, I mean I was learning about it in college when I was wrestling. My senior year, I didn’t hit my goals. I fell short, and in fact I didn’t even qualify for the national tournament, which destroyed me. And it would have destroyed me if I didn’t have the next thing. For me, business I was dabbling in and that became my next sport. It was like, here’s the sport, I got to figure out. And it’s interesting, the concepts of funnel hacking and the stuff that I share with people, you know how I always talk about I look at people successful and I model them, and I did, but it was different from that. For me it was a sport, I came in and this is the….I’m on a new playground looking around. Who are the kids that are winning? And the people I saw at the time were Armand Morin, Alex Mandossian, Mark Joyner, David Frey, these are all the guys I saw who were successful. So for me it was like, okay what are those guys doing? It was just like wrestling. I would look at them, scout them, watch them, study and learn and figure out what makes them tick. And then when I understand that, then I go and compete against them. In wrestling I have a match, and someday I’m going to come face to face, we’re going to walk out on the mat under the lights. I’m going to put my shoes on and it’s going to be me and them and that’s it. And if I haven’t done my homework, I’m going to look like an idiot. But in business it was weird because I would study these guys and try to figure out how to compete with them and be successful like they were and that was my whole thing, and I was racing towards that. But what’s weird in business, we never got that moment where we step on the mat and shake hands and go and find out who prepared more. It was weird, I became friends with people and our businesses were together and I learned this cooperation stuff that I’m guessing they probably taught at the playground with the kids in the band, and the kids, the other groups that all played together. For business it was fun because I collaborated and I had that, but in my mind, I don’t know about you, but I always had from day one….I remember actually, I don’t know if I’ve ever publicly said this out loud, but for me, I’ve always been very aware of where I visualize myself in the totem pole in my market, where are people at? Where up and down, that’s just how my brain works. And when I pass somebody, I’m aware of that. And when I know who’s ahead of me, I’m aware of that. When I know that, I study those people, I figure them out and I try to beat them. That’s just how I’m wired. It’s been interesting, as I’ve gotten into, as our business has been growing, I would say in our market, I don’t think there’s any businesses that are really bigger than us right now. Outside of a couple of companies that have taken on venture capitalists. They’ve got millions of dollars dumped into them, which is the equivalent of steroids. Honestly, in sports that cheating, but business it’s like, “Aww yes, someone gave us 14 million dollars, now we can cheat.” It’s just ridiculous. For me, I’m looking out and we’ve got these dudes that got steroids, they’re cheating, but I got to compete against the, but I’m very aware. In my mind it’s very clear, the companies I’m going after. And it shouldn’t be too hard for you guys that follow me to know, because we make fun of them a lot. But I’m aware of it, I study and figure out what they’re doing right and wrong, what the weaknesses are and then we’re attacking them. It’s been interesting because as I’ve been doing that, the kids at the playground who grew up in band class, and that grew up in drama and as skaters and all these other things, they’re not used to it. And those are the guys I’m competing against. And it’s interesting because they don’t handle the heat well. We got in a…… For me this is a sport. Business is nothing but a sport for me. It’s like, who do I need to beat? We’re going and attacking and we’re going to beat them. Otherwise, what’s the point of this whole thing? Yes, we’re helping people and that part is amazing on this journey. But there’s not, that’s who I need to beat, what’s the point of it? It’s hard for me otherwise. Anyway, someone that I kind of ruffled their feathers, I actually thought through this podcast, interestingly enough. But they messaged me and kind of told me off, because they didn’t like what I’m doing. Because I’m aggressive and I’m not playing like they’re used to playing. What they told me, they said my dad taught me never to burn bridges. And I didn’t send this back, but I wanted to. I thought, that’s interesting because my dad taught me how to win and that’s all that matters to me, is winning. Anyway, I told that story at the FHAT event, and people thought I was pretty, everyone was laughing. But that’s how I feel. I’m very aware of who I am going after. And I don’t publicly. In fact, Dan Usher is here making some videos for us and I was showing the offer we’re creating, there’s one other person who’s had more success in this, I’m not going to say their name. But there’s one person who’s had more success than me in this field where this book is. And I was showing Dan those videos and I was like, “That’s who I’m going against. That’s who I’m competing against. That’s who we have to beat.” He’s like, “I thought you guys were friends.” And I’m like, “We are friends, but it doesn’t matter.” I was friends with people on the wrestling mat, but when it comes to sports I have to win. I’m going after them. I’m not sitting around and trying to be nice. My goal is to win. Flat out. And I want to make sure that everybody understands that. What’s cool, is during this process I’m making friends and all these kinds of things, but it’s a sport for me. Very clear cut. This is a sport. And I have people I’m competing against and I’m going to win. And it’s interesting, because these other people aren’t used to that, and they are used to that, they’ve never been under the lights, with your shoes tied up and it’s you and them and no one else going head to head. And I am, I’m used to it. I love it, I thrive off it. I need it, I desire it. I crave for that. So it makes this game interesting because the way that people are beating us right now is through the most part, venture capitalists, steroids. So it just drives me more. Yes, okay. You’re going to cheat with steroids, that’s fine. I’m still going to win, I’m going to take you down and we’re going to choke you out and we’re going to turn you to your back and you’re going to get pinned. And that’s how I view business. I just want, I don’t know, I want to instill that into you guys. A lot of you guys out there were athletes, you were the kids on the playground who went through that and experienced it, and that’s your drive. For some of you guys it’s not. You have to understand when you step in the business world, that’s who you’re playing against. You’re playing against athletes. People who that’s their goal. So when I come, when you come into your business and look at your market, you need to be fully aware. Where do you sit on the totem pole? Are you JV or Varsity? First team or second team? Where in the state or country? Because if you’re not aware of that, how do you win if you don’t know who you’re playing against? Somebody told me the other day, after the FHAT event, “One thing I discovered after being around you for the last three days is how aware you are of all the competitors in your market.” And I thought it was interesting, because I am very, very aware. I know what they’re all doing. I’m watching them. And the things that I like, we use. And the things we don’t, we counter attack against them. You’ll see more and more of that throughout this year as we are aggressively going after our competitors and we’re going to surpass them through raw talent and skill instead of venture capitalists cash, which is amazing. You know, I wrestled kids that were on steroids before and it’s interesting, they come out and have big muscles. They huff and puff and usually the first 30 seconds to a minute they are really strong, but what I’ve found with the big dudes on steroids, when you choke them, you snap their head down and block the blood, there’s a carotid artery in their neck, if you squeeze that and block the blood to their carotid artery, instantly in the second they go down. Their muscles become weak and they become soft like jelly. And the stronger they were, the weaker they become. That’s what I’ve found. Not that you guys care, but when I wrestled big people. I count out muscles first, and if I can’t take them down, I have to get their head below me and do a front headlock; we’re going for a choke, cut the blood off from the brain, not long term but just for a second or two. But as soon as you do that, all your muscles lose energy, they stop, you fall and then we attack and we win. It’s similar. Anyway, that’s just….there’s some…what’s the book, The Art of War? This is the Art of War by Russell Brunson. That’s the strategy, how it works. We’ve talked before in a podcast, how you know when your opponents break. When you’re out there wrestling someone, you push them and you feel, physically feel them break. Their energy stops, their posture, their whole body stops. That’s when you attack harder and faster and bigger, that’s how you beat people that are bigger and stronger than you. That’s what happening and I hope you guys are enjoying watching it. I’m having so much fun competing. I don’t know about you but I love seeing the underdogs win. I love seeing the dude who’s got better technique beat out the guy on steroids, every single time. I’m calling my shot, that’s the plan, that’s what’s happening. I hope you guys do the same thing. Become aware of who your competitors are. You don’t have to be jerks about it, I’m probably too jerky sometimes, I apologize for that in advance. But be aware of it and understand that, and run this like a sport. If you do that, that’s how you’re going to win. Because this playground, nobody cares. Nobody cares, I grew up in band, I grew up in drama, I grew up in whatever. Okay, well you’re still competing against the athletes. And if the athletes want to win, they’re going to win. So be very aware of that, going into it. When you’re inside of it, start shifting your mindset to understand that and it’ll become fun. It becomes a game, becomes a sport. I always tell people, this is one of the greatest sports ever. It’s exciting. That’s all I got for tonight. With that said, I’m done. It’s freezing cold out here, I’m going to go inside and get warm. And for those of you guys going to Funnel Hacking Live in a week, I will see you soon. I cannot wait. Appreciate you all, and I will talk to you soon.

american art business marketing war honestly flat competing technically boise jv russell brunson aww funnel hacking live alex mandossian mark joyner armand morin david frey fhat

My Epiphany Bridge Origin Story

Play Episode Listen Later Feb 10, 2017 13:44

A glimpse behind the scenes at what happened at this week's FHAT event. On this episode Russell tells his epiphany bridge story during a Facebook Live video at the FHAT (Funnel Hack-A-Thon) event. During his epiphany bridge story you will hear: What inspired Russell to try to make money online in the first place. How Russell and his partners first came up with an idea for Clickfunnels and it was really a way to get Russell to be able to design his own sites. And how Clickfunnels had made it possible for Russell to support his family, while also being able to spend more time with them. So listen below to hear Russell's epiphany bridge story and let it inspire you. ---Transcript--- Hey Everyone, this is Russell Brunson, welcome to Marketing In Your Car. I'm at the office right now and it's been a crazy week. We had our first ever FHAT event here in our office the last 3 days. We were here all night every night and it was amazing. But I also haven't talked to you guys in a while, and I want to do something really quick because one of the big things we talked about at the FHAT event, well it was kind of 3 things. Day number one was cult building, I mean culture building. Day number two was story. And then Day three was webinars and webinar hacks and product launch sequences and Actionetics sequences and a whole bunch of other ninja, amazing stuff. But day two was story day, so we did this cool thing where we talked about the hero's two journeys and a bunch of other things. And I can't give you everything right now, but I want to give you one cool. So it's in the book that's coming out soon, to a funnel near you. After I talked about the Hero's two journeys, I showed them how we transition that script into the epiphany bridge script, and if you look at it, I wish I could show you, I wish the podcast could show pictures. Looking at it right now, the way this script works is basically, there's 8 sections. There's the back story, your desires, the wall, the epiphany, the plan, the conflict, achievement and transformation. So the back story, what is your back story that give us a vested interest in your journey? Number two is your desires, what is it that you want to accomplish? And inside of that, what are the external struggles you are dealing with and what are the internal struggles you are dealing with. From there you hit a wall. The wall is the problem or the…what is the wall or problem that you hit within your current opportunity that started you on this new journey. Then you have the epiphany. So what was the epiphany experience and the new opportunity you discovered. Then the plan, what was the plan you created to achieve your desire? Then there's conflict. What was the conflict you experienced along the way? Then there's achievement, what was the end result you achieved. Then there's transformation. What was the transformation you experienced? So those are the process of telling a good epiphany bridge story. So anyway, I know it's hard to visualize that, but when you get the Expert Secrets book you'll see the graphs and images and it'll be all explained and you'll love it, I promise. But when we were here yesterday, or two days ago, whenever it was, the event. I did an epiphany bridge story on Facebook Live, telling my Clickfunnels story. So I wanted you guys to hear that story because it'll…..going through all these aspects, you'll see them all weaved in. Everything from the back story, the desire, the wall, the epiphany, the plan, the conflict, the achievement and the transformation. So I'm going to get the audio and I'll plug it in here so you can listen to the audio of my epiphany bridge story, which is my Clickfunnels story, the origin story. The origin story of how I got excited about funnels and how Clickfunnels came to be. So I'm going to play that audio for you right now, and you guys will hear my epiphany bridge story. So let me connect to that right now. Hey everyone, this is Russell, I hope you guys are all doing awesome. So I'm here right now in the room of 48 or 49 amazing entrepreneurs, and we've been talking about storytelling and how to tell your story, the origin story of wehre you got started and what got you into what you're doing. So I've been challenging all of them to go and do that, and I thought it would be kind of cool if I just told you guys my story. Some of you guys have heard pieces or parts of this, but probably not the whole thing. So what I wanted to do is share with you guys the story about Clickfunnels and why this, for me, became my new opportunity, the thing that I'm so excited about and why I have so much passion. Some of you will say, “Russell you've been talking about Clickfunnels everyday for the last two years.” And I'm like, “I know, because I'm so excited every day.” So some of the back story, if you don't know, I got started in this business, I guess it's almost 13 or 14 years ago now, and when I did, I was a college kid, I was going to Boise State University, which is just down the road from where I'm at right now. I was a wrestler which means I wrestled and I had to go to school. So I barely graduated. It was barely. I think my accumulative was a 2.1, which means I got a whole bunch of C's and one B over 5 years, so it's kind of painful. But I graduated which made my mom happy, which is pretty cool. But during school, while I was wrestling I started learning about that internet marketing stuff. And you guys remember this is 12 years ago, before Facebook, before Instagram and all these kind of things. We had Google, kind of. In fact, I don't even remember how we were driving traffic. We didn't have a website, or anything. I was using Front Page, some of the old timers remember Front Page. I would create these things in Front Page and it was pretty bad. So I was doing that, but I believed that it was possible. I saw people, some of my mentors, like Arman Morin, Alex Mandossian and some of these guys who were making money online. I was like, if these guys can do it, I'm pretty sure I could do it. So that was my goal that I wanted to accomplish. The other side of that that I don't share a lot of times, it wasn't just that I wanted to make money, that was just a desire I had. The bigger desire, I had just gotten married to my beautiful wife, we're still married today. It's been almost 15 years this year, which is amazing. I married here, she was working full time to support me, her jobless wrestling husband and I don't know about you, but I always envisioned that when I got married, I would be the man, the supporter, but it was honestly pretty tough for me. That she was supporting me and I didn't have anything to contribute other than going to school and wrestling, and it was hard for me. I remember I was like I got to figure out a way to contribute. I don't want her doing everything. So that was the real driving factor. In fact, my goal was, if I can make $1000 a month, that would match what she was making, we weren't making very much money at the time. Then I'll feel like I'm contributing as well. So that was my goal, to figure out a way to do this. I tried all sorts of stuff. I was trying Ebay, I was trying Craigslist, I was doing this stuff. I had a $20 a month, which was a big deal for me, I was excited, but none of the things really hit big. About that time I started learning about information marketing. In fact, I was at a post office mailing something I had bought from Ebay in this huge awkward box, I thought it was going to sell huge, and it ended up selling for $1.50 and I lost a ton of money. Then postage, it was a nightmare. I'm sitting in the line at the post office next to this dude, who had a big box full of CD's, thousands of them. I was like, “Dude, what are you selling?” and he was like, “I have one CD that I sell and I burn it.” And I'm like, “These are your orders for the month.” And he's like, “These are my orders for this week.” I was doing the math, “how much do you sell them for?” He's like, “$67” I'm like, “Oh my gosh.” And I had this…..I need to sell information, that is the future. So I started to try to figure out information. I started doing stuff and my very first product I ever created was a DVD on how to create potato guns, I'm sure some of you guys have heard this story before. So I started making potato guns and it was working really good, but then what I was doing was going to Google and buying ads on Google and making some money back and forth, but eventually I probably had 4 or 5 months of success and then Google changed their algorithm and it got really hard. And the hardest thing for me during this time, it was me building things in Front Page, and I had to figure out how to FTP pages and images and how to go to Paypal to get the order, it was super techy and I'm not a techy person at all. But after Google changed their algorithm we tried some stuff. I remember one of my friends called me, it was Mike Filsaime, some of you may know Mike, he said, “Russell, I figured out how to make this whole internet marketing game work again.” I'm like “What do you mean?” he's like, “Is your potato gun thing still making money?” I'm like, “No, I can't break even, I can't make a profit.” And he's like, “well I went back to all my sites and added these things.” He called them OTO's and I'm like, “What's an OTO” and he's like, “It's an upsell, a onetime offer.” I'm like, “Oh.” And he's like, “I added these upsells and people started buying the upsells and suddenly I'm making two or three times as much money from everything I sold. And I was like, “I could actually do that.” So I remember jumping online I was Googling potato guns, trying to figure out what my upsell would be, I don't know. All I had was a potato gun DVD, and I met this dude up in northern Idaho who actually made potato guns and drop shipped them. I was like, “Dude, if I sell those, would you drop ship them for me?” and he was like, “Yeah, I'd love to not have to sell these things.” So I partnered with him and I started selling the DVD's and people started buying this upsell. And it was the first thing I'd made a funnel. I was like, this is a funnel. And that was this new thing and I was so excited. So I had this epiphany, this is the future. If I can make more funnels, this funnels been making me 20-30 bucks a day, but what if I had 2 funnels, or 3 or 5 or 10? So I started going a little bit crazy and I created funnels in the couponing market, which by the way, is a horrible market. People in that market do not like to spend money. Don't do that. We did couponing, we did dating, we did weight loss, we did network marketing, I've done diabetic supplements. That's the ones on the top of my head, there's…..I could show you guys, there's a trail of thousands of offers, some that worked, a lot more that didn't work. But we were doing these things over and over and my plan was if I had ten of them that are each making a hundred bucks a day, or 20 or 30. So I was doing this, and at first it was working but the problem I kept running into was, Front page isn't…. for people like me it was hard. I would do these pages and mine looked ugly and other people's looked awesome. So then I had a designer and he would design these things. I would make a front page ugly, send it to him and he would design it and make it look cool. I'm like, put it up. But then it was up and I couldn't do anything, I couldn't touch it again. I had one shot. Then I had to bug him. Then I hired a web guy to do edits for me. Then I was using Paypal and I couldn't do anything else. So then someone invented a one click upsell. I was like, “Dude, I need that.” So I hired a programmer to connect that into the next….it kept getting more and more complicated to the point where soon I wasn't able to do anything. I would look at it and be like, “Change that.” And they'd try to change it, but they didn't. I'd be like, “Move it over here.” And they'd put it in the wrong spot. It would take days, sometimes weeks of going back and forth with the guys in Romania and India and everywhere to try to get them to move an image or make it a little bit bigger. Things that were so common sense and I couldn't actually do it, and it drove me nuts. About that time, one of my friends and partners, in fact, he might be in the room right now. Is Todd in here still? He's already eating lunch, he's already gone. Todd was one of my partners doing these things with me. He saw my frustration and he's like, “What if we build something that…” and the joke was, “Russell could edit the website and actually move things and quit bugging us all the time.” I was like, “That would be awesome.” And he's like, “That's what we're going to create.” And that day we sat in front of a whiteboard and started mapping out what it would look like and how it would work. So we mapped out this vision of what became Clickfunnels, and he went home and actually built it. It was funny, him and another partner we brought in, Dylan Jones were working, he did the editor. They would build part of it and be like, “We need to make this so simple that Russell could do it.” So they'd do it and be like, “Russell, test this.” And I‘d login and be like, “How do I do it?” And they'd be like, “We're not going to tell you. You gotta figure it out on your own.” I'm like, “Okay.” So I'd do some stuff, and if I could figure it out, then good. We got it. If I got stuck, I'm like, I don't know what to do. So they're like, we didn't do it intuitively enough. We went back and forth and back and forth for 6 or 7 months and finally I got it. I was like, if I can do this, anyone can. At first it was a tool for me, that was the initial goal of Clickfunnels. I think it was Todd and Dylan like, “This way Russell will quit bugging and I don't have to design his sites anymore or redo his headers.” All this stuff that was happening. And then after I started using it and I was having success, I was like, “We have to make this a tool for everyone, it will free all entrepreneurs like it freed me.” So because of that I was able to create funnels quickly. I went from having 5 or 6 guys, and it would take on average almost 2-3 months every time to create a funnel to where I was able to do it by myself in an hour, hour and a half. Sometimes less, which was cool. The cool thing was I was able to achieve that and have success. We started rolling out funnels like crazy. Some of you probably remember seeing a lot of them. I still do a lot of them because they're so much fun to do. But the cooler thing for me was the other side. I was able to make money to support my wife and support my kids because I didn't no longer have to spend three months doing something, my time to be with my kids completely freed up. I have a chance, I go home everyday and play with my kids. I'm not stressing out trying to talk to programmers in India at 3 in the morning and stressing all this stuff. It just works. That was really the biggest thing for me. And it's been an amazing thing. In fact, now my kids are using Clickfunnels, they're building stuff with Clickfunnels. It's not just, for me it's not just a product. It's a mission. I'm seeing people's lives change. I'm seeing other people who had messages but they couldn't get them out because they couldn't move things around on the stupid page, but now the power is back in their hand. And that's the power of it. That's what fires me up, to be able to help entrepreneurs with that kind of thing. So that's my Clickfunnels Story. So if you guys haven't heard it before, I wanted to share that with you guys and share why I'm so passionate about this. For me, it's not just, I talk about this all the time, it's not a matter of if you're going to become a Clickfunnels member, it's when. Because it's the only way to do what we're talking about. The only alternative is to do what I used to do ten years ago. Hire guys in Romania and India and the Philippians and have teams of 30 people to move an image. Or you can just use Clickfunnels. It gives you and me, the entrepreneurs the power back, which is awesome. I hope that helps you guys. I hope you guys see why I'm so passionate about Clickfunnels. With that said, I'm going to check out. If you like this, comment down below. If you have any friends that are like, “What is that Clickfunnels thing.” Share this with them. Tag them down below so they can see why me and why I'm so passionate and probably why you're so passionate too. Thanks you guys. Talk to you all soon. Bye. Alright so there's the example of an epiphany bridge origin story. I hope that was cool for you guys. Again, I wish I could show you the book today, but it's coming soon. So look for that in the very, very near future and that's about it for today you guys. Thanks everybody. I'll talk to you all again soon.

My Epiphany Bridge Origin Story

Play Episode Listen Later Feb 10, 2017 13:44

A glimpse behind the scenes at what happened at this week’s FHAT event. On this episode Russell tells his epiphany bridge story during a Facebook Live video at the FHAT (Funnel Hack-A-Thon) event. During his epiphany bridge story you will hear: What inspired Russell to try to make money online in the first place. How Russell and his partners first came up with an idea for Clickfunnels and it was really a way to get Russell to be able to design his own sites. And how Clickfunnels had made it possible for Russell to support his family, while also being able to spend more time with them. So listen below to hear Russell’s epiphany bridge story and let it inspire you. ---Transcript--- Hey Everyone, this is Russell Brunson, welcome to Marketing In Your Car. I’m at the office right now and it’s been a crazy week. We had our first ever FHAT event here in our office the last 3 days. We were here all night every night and it was amazing. But I also haven’t talked to you guys in a while, and I want to do something really quick because one of the big things we talked about at the FHAT event, well it was kind of 3 things. Day number one was cult building, I mean culture building. Day number two was story. And then Day three was webinars and webinar hacks and product launch sequences and Actionetics sequences and a whole bunch of other ninja, amazing stuff. But day two was story day, so we did this cool thing where we talked about the hero’s two journeys and a bunch of other things. And I can’t give you everything right now, but I want to give you one cool. So it’s in the book that’s coming out soon, to a funnel near you. After I talked about the Hero’s two journeys, I showed them how we transition that script into the epiphany bridge script, and if you look at it, I wish I could show you, I wish the podcast could show pictures. Looking at it right now, the way this script works is basically, there’s 8 sections. There’s the back story, your desires, the wall, the epiphany, the plan, the conflict, achievement and transformation. So the back story, what is your back story that give us a vested interest in your journey? Number two is your desires, what is it that you want to accomplish? And inside of that, what are the external struggles you are dealing with and what are the internal struggles you are dealing with. From there you hit a wall. The wall is the problem or the…what is the wall or problem that you hit within your current opportunity that started you on this new journey. Then you have the epiphany. So what was the epiphany experience and the new opportunity you discovered. Then the plan, what was the plan you created to achieve your desire? Then there’s conflict. What was the conflict you experienced along the way? Then there’s achievement, what was the end result you achieved. Then there’s transformation. What was the transformation you experienced? So those are the process of telling a good epiphany bridge story. So anyway, I know it’s hard to visualize that, but when you get the Expert Secrets book you’ll see the graphs and images and it’ll be all explained and you’ll love it, I promise. But when we were here yesterday, or two days ago, whenever it was, the event. I did an epiphany bridge story on Facebook Live, telling my Clickfunnels story. So I wanted you guys to hear that story because it’ll…..going through all these aspects, you’ll see them all weaved in. Everything from the back story, the desire, the wall, the epiphany, the plan, the conflict, the achievement and the transformation. So I’m going to get the audio and I’ll plug it in here so you can listen to the audio of my epiphany bridge story, which is my Clickfunnels story, the origin story. The origin story of how I got excited about funnels and how Clickfunnels came to be. So I’m going to play that audio for you right now, and you guys will hear my epiphany bridge story. So let me connect to that right now. Hey everyone, this is Russell, I hope you guys are all doing awesome. So I’m here right now in the room of 48 or 49 amazing entrepreneurs, and we’ve been talking about storytelling and how to tell your story, the origin story of wehre you got started and what got you into what you’re doing. So I’ve been challenging all of them to go and do that, and I thought it would be kind of cool if I just told you guys my story. Some of you guys have heard pieces or parts of this, but probably not the whole thing. So what I wanted to do is share with you guys the story about Clickfunnels and why this, for me, became my new opportunity, the thing that I’m so excited about and why I have so much passion. Some of you will say, “Russell you’ve been talking about Clickfunnels everyday for the last two years.” And I’m like, “I know, because I’m so excited every day.” So some of the back story, if you don’t know, I got started in this business, I guess it’s almost 13 or 14 years ago now, and when I did, I was a college kid, I was going to Boise State University, which is just down the road from where I’m at right now. I was a wrestler which means I wrestled and I had to go to school. So I barely graduated. It was barely. I think my accumulative was a 2.1, which means I got a whole bunch of C’s and one B over 5 years, so it’s kind of painful. But I graduated which made my mom happy, which is pretty cool. But during school, while I was wrestling I started learning about that internet marketing stuff. And you guys remember this is 12 years ago, before Facebook, before Instagram and all these kind of things. We had Google, kind of. In fact, I don’t even remember how we were driving traffic. We didn’t have a website, or anything. I was using Front Page, some of the old timers remember Front Page. I would create these things in Front Page and it was pretty bad. So I was doing that, but I believed that it was possible. I saw people, some of my mentors, like Arman Morin, Alex Mandossian and some of these guys who were making money online. I was like, if these guys can do it, I’m pretty sure I could do it. So that was my goal that I wanted to accomplish. The other side of that that I don’t share a lot of times, it wasn’t just that I wanted to make money, that was just a desire I had. The bigger desire, I had just gotten married to my beautiful wife, we’re still married today. It’s been almost 15 years this year, which is amazing. I married here, she was working full time to support me, her jobless wrestling husband and I don’t know about you, but I always envisioned that when I got married, I would be the man, the supporter, but it was honestly pretty tough for me. That she was supporting me and I didn’t have anything to contribute other than going to school and wrestling, and it was hard for me. I remember I was like I got to figure out a way to contribute. I don’t want her doing everything. So that was the real driving factor. In fact, my goal was, if I can make $1000 a month, that would match what she was making, we weren’t making very much money at the time. Then I’ll feel like I’m contributing as well. So that was my goal, to figure out a way to do this. I tried all sorts of stuff. I was trying Ebay, I was trying Craigslist, I was doing this stuff. I had a $20 a month, which was a big deal for me, I was excited, but none of the things really hit big. About that time I started learning about information marketing. In fact, I was at a post office mailing something I had bought from Ebay in this huge awkward box, I thought it was going to sell huge, and it ended up selling for $1.50 and I lost a ton of money. Then postage, it was a nightmare. I’m sitting in the line at the post office next to this dude, who had a big box full of CD’s, thousands of them. I was like, “Dude, what are you selling?” and he was like, “I have one CD that I sell and I burn it.” And I’m like, “These are your orders for the month.” And he’s like, “These are my orders for this week.” I was doing the math, “how much do you sell them for?” He’s like, “$67” I’m like, “Oh my gosh.” And I had this…..I need to sell information, that is the future. So I started to try to figure out information. I started doing stuff and my very first product I ever created was a DVD on how to create potato guns, I’m sure some of you guys have heard this story before. So I started making potato guns and it was working really good, but then what I was doing was going to Google and buying ads on Google and making some money back and forth, but eventually I probably had 4 or 5 months of success and then Google changed their algorithm and it got really hard. And the hardest thing for me during this time, it was me building things in Front Page, and I had to figure out how to FTP pages and images and how to go to Paypal to get the order, it was super techy and I’m not a techy person at all. But after Google changed their algorithm we tried some stuff. I remember one of my friends called me, it was Mike Filsaime, some of you may know Mike, he said, “Russell, I figured out how to make this whole internet marketing game work again.” I’m like “What do you mean?” he’s like, “Is your potato gun thing still making money?” I’m like, “No, I can’t break even, I can’t make a profit.” And he’s like, “well I went back to all my sites and added these things.” He called them OTO’s and I’m like, “What’s an OTO” and he’s like, “It’s an upsell, a onetime offer.” I’m like, “Oh.” And he’s like, “I added these upsells and people started buying the upsells and suddenly I’m making two or three times as much money from everything I sold. And I was like, “I could actually do that.” So I remember jumping online I was Googling potato guns, trying to figure out what my upsell would be, I don’t know. All I had was a potato gun DVD, and I met this dude up in northern Idaho who actually made potato guns and drop shipped them. I was like, “Dude, if I sell those, would you drop ship them for me?” and he was like, “Yeah, I’d love to not have to sell these things.” So I partnered with him and I started selling the DVD’s and people started buying this upsell. And it was the first thing I’d made a funnel. I was like, this is a funnel. And that was this new thing and I was so excited. So I had this epiphany, this is the future. If I can make more funnels, this funnels been making me 20-30 bucks a day, but what if I had 2 funnels, or 3 or 5 or 10? So I started going a little bit crazy and I created funnels in the couponing market, which by the way, is a horrible market. People in that market do not like to spend money. Don’t do that. We did couponing, we did dating, we did weight loss, we did network marketing, I’ve done diabetic supplements. That’s the ones on the top of my head, there’s…..I could show you guys, there’s a trail of thousands of offers, some that worked, a lot more that didn’t work. But we were doing these things over and over and my plan was if I had ten of them that are each making a hundred bucks a day, or 20 or 30. So I was doing this, and at first it was working but the problem I kept running into was, Front page isn’t…. for people like me it was hard. I would do these pages and mine looked ugly and other people’s looked awesome. So then I had a designer and he would design these things. I would make a front page ugly, send it to him and he would design it and make it look cool. I’m like, put it up. But then it was up and I couldn’t do anything, I couldn’t touch it again. I had one shot. Then I had to bug him. Then I hired a web guy to do edits for me. Then I was using Paypal and I couldn’t do anything else. So then someone invented a one click upsell. I was like, “Dude, I need that.” So I hired a programmer to connect that into the next….it kept getting more and more complicated to the point where soon I wasn’t able to do anything. I would look at it and be like, “Change that.” And they’d try to change it, but they didn’t. I’d be like, “Move it over here.” And they’d put it in the wrong spot. It would take days, sometimes weeks of going back and forth with the guys in Romania and India and everywhere to try to get them to move an image or make it a little bit bigger. Things that were so common sense and I couldn’t actually do it, and it drove me nuts. About that time, one of my friends and partners, in fact, he might be in the room right now. Is Todd in here still? He’s already eating lunch, he’s already gone. Todd was one of my partners doing these things with me. He saw my frustration and he’s like, “What if we build something that…” and the joke was, “Russell could edit the website and actually move things and quit bugging us all the time.” I was like, “That would be awesome.” And he’s like, “That’s what we’re going to create.” And that day we sat in front of a whiteboard and started mapping out what it would look like and how it would work. So we mapped out this vision of what became Clickfunnels, and he went home and actually built it. It was funny, him and another partner we brought in, Dylan Jones were working, he did the editor. They would build part of it and be like, “We need to make this so simple that Russell could do it.” So they’d do it and be like, “Russell, test this.” And I‘d login and be like, “How do I do it?” And they’d be like, “We’re not going to tell you. You gotta figure it out on your own.” I’m like, “Okay.” So I’d do some stuff, and if I could figure it out, then good. We got it. If I got stuck, I’m like, I don’t know what to do. So they’re like, we didn’t do it intuitively enough. We went back and forth and back and forth for 6 or 7 months and finally I got it. I was like, if I can do this, anyone can. At first it was a tool for me, that was the initial goal of Clickfunnels. I think it was Todd and Dylan like, “This way Russell will quit bugging and I don’t have to design his sites anymore or redo his headers.” All this stuff that was happening. And then after I started using it and I was having success, I was like, “We have to make this a tool for everyone, it will free all entrepreneurs like it freed me.” So because of that I was able to create funnels quickly. I went from having 5 or 6 guys, and it would take on average almost 2-3 months every time to create a funnel to where I was able to do it by myself in an hour, hour and a half. Sometimes less, which was cool. The cool thing was I was able to achieve that and have success. We started rolling out funnels like crazy. Some of you probably remember seeing a lot of them. I still do a lot of them because they’re so much fun to do. But the cooler thing for me was the other side. I was able to make money to support my wife and support my kids because I didn’t no longer have to spend three months doing something, my time to be with my kids completely freed up. I have a chance, I go home everyday and play with my kids. I’m not stressing out trying to talk to programmers in India at 3 in the morning and stressing all this stuff. It just works. That was really the biggest thing for me. And it’s been an amazing thing. In fact, now my kids are using Clickfunnels, they’re building stuff with Clickfunnels. It’s not just, for me it’s not just a product. It’s a mission. I’m seeing people’s lives change. I’m seeing other people who had messages but they couldn’t get them out because they couldn’t move things around on the stupid page, but now the power is back in their hand. And that’s the power of it. That’s what fires me up, to be able to help entrepreneurs with that kind of thing. So that’s my Clickfunnels Story. So if you guys haven’t heard it before, I wanted to share that with you guys and share why I’m so passionate about this. For me, it’s not just, I talk about this all the time, it’s not a matter of if you’re going to become a Clickfunnels member, it’s when. Because it’s the only way to do what we’re talking about. The only alternative is to do what I used to do ten years ago. Hire guys in Romania and India and the Philippians and have teams of 30 people to move an image. Or you can just use Clickfunnels. It gives you and me, the entrepreneurs the power back, which is awesome. I hope that helps you guys. I hope you guys see why I’m so passionate about Clickfunnels. With that said, I’m going to check out. If you like this, comment down below. If you have any friends that are like, “What is that Clickfunnels thing.” Share this with them. Tag them down below so they can see why me and why I’m so passionate and probably why you’re so passionate too. Thanks you guys. Talk to you all soon. Bye. Alright so there’s the example of an epiphany bridge origin story. I hope that was cool for you guys. Again, I wish I could show you the book today, but it’s coming soon. So look for that in the very, very near future and that’s about it for today you guys. Thanks everybody. I’ll talk to you all again soon.

You Can't Lose With A Smile On Your Face

Play Episode Listen Later Feb 6, 2017 10:08

The only thing you can change about the situation is your attitude. On today's episode Russell talks about his crazy busy week and taking a moment between storms to get a haircut. He also shares a story from his wrestling days that taught him to have a positive attitude. Here are some interesting things you'll hear in this episode: How Russell was able to get rid of the echo in the conference room, how he planned a Superbowl party, and how he was able to get a manual done for the FHAT event, all on short notice. Why even when stressful things happen, Russell always tries to have a positive attitude. And why cutting weight in wrestling didn't seem so bad, as long as Russell had a smile on his face. So listen below to find out why even if you can't change your circumstances, changing your attitude will make it better. ---Transcript--- Hey everyone, this is Russell Brunson again. I hope you guys are doing awesome. I'm driving to go get my hair cut and this is kind of like the climax, well it's the end when you slide down. Almost the end, I guess it's not even though. Anyway, the end of a very crazy week. It's now Friday. In about an hour we have Boise State does a really cool thing once a year called the Beauty and the Beast tournament. Where they have the wrestlers and the gymnasts all competing on the same floor. And it's the one time of the year that people actually show up to wrestling matches, which is cool. I convinced my wife and kids to come and some of my friends and all that kind of stuff, so we're heading to that tonight. I competed in it for four years and it's just a super fun thing to do. So I'm going to that tonight which is exciting. I'm getting my hair cut because this is the little calm, that's what it is, it's not the climax or apex, it's the calm before the storm. Because for the second storm. There was a big storm first. This last week has been insane. Let me explain to you, lest you think you had a busy week. Maybe it was busier than mine, but I'm game for comparing and seeing because this week was crazy. Monday we moved into a new office and then Tuesday I had to submit my book to the publishers, which sounds like you just email your book to the publisher. But no, you have to freaking write a book first and then edit it and edit it, change things, tweak things, and then you submit it and its final, can never change it's the end. So you can never tweak it, ever. So that was stressful. And then Steven Larsen, who is working with this even starting Monday, Tuesday, Wednesday called the FHAT Event. Funnel Hack A Thon, FHAT Event. We needed a manual for that, which the manual is based on the book. So he was home sick, puking in bed while he's helping me create this whole manual. Bless him for doing that while he's puking his guts out. Making the manual and puking and making the manual because we had these printing deadlines to get it done. So we're racing on that, got that all figured out as good as we possibly could. Now I'm going through getting my power point slides and then I walked into the conference room that we're doing the conference, and the echo is so loud, it's going to destroy all the films, it won't even be good. So I'm freaking out there, so we have to go and I'm searching all night until 2 or 3 in the morning trying to find sound things you can put up to make echoes disappear. The only place I can find, the fastest I can get them here is 2 to 4 weeks. I'm not going to have them for Monday and I'm stressing out. Then Brandon Fisher on our team, he's like, “I got a buddy who does events and stuff and he's got these sound dampering curtains, we should use those.” So I'm like, “Alright.” So he comes and shows up and wraps our entire room in these huge curtains, throws these lights on them, brings a stage and a pulpit, and it becomes the coolest event center on planet earth. And then they're trying to rent us stuff, it will look so cool. I'm begging them to let me buy it all. I never want this to change ever because it's so cool now. It turned into a good thing. I was stressing out about that. This whole week they've been working on that and getting the lighting and the systems and things, and I'm just trying to get my power points done. Then on top of that, there's other business things, it's been nuts. So today I got my power points probably half way done for the event that starts on Monday. I'm just out today, going to get my haircut and then Beauty and the Beast and then tonight keep working on power points, I'm guessing if I'm going to get done in time, which is crazy. Steven had drill so he's out driving to go do Army drill stuff, and he's got to work on stuff for the presentation as well. So he's going to be working on those tonight form the hotel and sending those to me. And then, I didn't realize, stupid me, that the Funnel Hack A Thon was the day after the Superbowl, so everyone that's coming, we have 48 people that are coming. Everyone's like, “Do you know it's the Superbowl? Why did you book it on Superbowl Sunday?” I'm like, “I don't watch the Superbowl.” And they're like, “We need a party.” And I'm like, “Okay fine, we'll throw a party.” So now I'm throwing a party at the office Sunday for the Superbowl, which means to get TV in the office, I say yes and then I'm like, “Okay we're going to watch the Superbowl on this screen and they're like, “that's not easy, you have to have cable.” So now they're scrambling to get cable in our office to be able to show the game. And then, it's just thing after thing. We had this nice fridge and we've stacked it full of waters and Redbulls and drinks and all sorts of stuff, and then the whole thing collapsed this fridge because the bolts weren't strong enough and we had to buy new bolts and string them in to get the water to stay. It's seriously been insane. I just wanted to thank, if anyone on my team is listening, everyone with everything that's gone into this, because it's been nuts. But somehow, not only are we surviving, it's been fun and everyone's happy. We're excited and energy levels are really high. It's one of those things where maybe it's me and I know people have ADD like me, the more things that are happening, the better we function. A lot of times if you have one thing going on, you stress out like crazy. So maybe it's that and that's why I'm enjoying it and thriving in this. Because there's so much chaos I can't not do it. But maybe it's just a fact that just smiling, keep moving forward, maybe that's the message for today is, if you keep moving forward, you can't change anything. I can't change the fact that the event is happening in two days. I made that decision and it was probably a dumb decision. Especially since we have Funnel Hacking Live two weeks later and I haven't started on my presentations for that yet. But besides the point of stupidly planning like I often do, things can't change. You're going to do it anyway. I think I've shared this story with you before. I had a wrestling coach named Mark James when I was growing up. I remember this one practice, it was tough. At the time I was cutting about 30 pounds a week, it was painful, horrible and hard. We're all cutting weight and I remember one day after practice, I was dead. Imagine wrestling in plastics and sweats and not eating for three or four days and not drinking for three or four and just being to the point where you felt like you wished you could die. And I remember we finished practice and he pulls us all into this, our wrestling room, we called it the rubber room. It was underneath the basketball court. It was dark and damp and stinky and it was kind of nasty. So he pulled us out of the rubber room into this hallway, that was again underneath the building. It was dark. And he sat on the stairs and we all sat around and talked. And I remember him saying, “You know what, we have a match and you have to lose weight.” And he's telling everyone this, and he's like, “You can't change that, the only thing you can change is your attitude about it. You're going to miserable going through this experience or you can be happy going through this experience, but you can't change it. The experience is happening.” “The only thing we can effect is the attitude we have going through it. So you might as well have a good attitude, because you're going to do it anyway.” And it really, I was like, “Dang.” So I remember the next day I came down and I put on my plastics and sweats on and came out and started jumping ropes. And I started smiling. And one of the other guys on my team came down and was like, “Why are you smiling?” And I was like, “Have you ever seen someone lose with a smile on their face?” and he was like, “No.” And I'm like, “Neither have I.” and I kept smiling. And then I smiled the whole practice while I was cutting weight, I smiled while I was doing it. And it was weird because this process that legitimately painful. If you've ever tried to not drink for three days while sucking water weight out in plastic suits. Where you're losing, on average, 25 to 30 pounds a week in water weight. That's painful. That's probably some of the worst pain I've ever experienced in my life. But I did it with a smile on my face and it became a thing, and it became fun and it became a part of the experience I actually enjoyed. In fact, tonight going to the wrestling match, I can feel myself right now, feeling guilty. I always feel guilty sitting there drinking something. I shouldn't be watching wrestling with liquid. This is a really awkward feeling, you know what I mean? But that's the reality. I'm not wrestling, I'm not competing so I can. Take that wrestlers that are cutting weight. But going through the experience, it became fun. So I think for you guys, there's a lot of stress out there, I get it. But as you approach it, do it with a smile on your face. Because you can't lose with a smile on your face. No one can, it's impossible. So you might as well smile as you go through it. Remember, you're going to go through it anyway, so the only thing you can change is your attitude, so have a good attitude and make it more fun and pleasant for you and for everyone. So that's what I got today you guys. I'm here, getting my haircut, my head will shrink by about half, which is a good sign. Because I got a huge fat head, if you've ever noticed. I can't wear hats, because my head is so…….if you guys remember the movie so I married an Axe Murderer. And that kid's sitting in front of the TV with his dad, Michael Meyers. He's like, “Hey, get out of the way. Man, did you see that kid's head? It's like an orange on a toothpick.” That's totally how I am right now. So if you're envisioning what I look like, I got an orange on a toothpick, so they're going to shave this thing down to be normal size, which I'm really looking forward to. Alright guys, before I tell you anymore random weird things about me, I'm going to leave. I appreciate you all, have an amazing day. Keep a smile on, and remember you can only change your attitude. Thanks everybody, talk to you soon. Ps…Don't forget, you're just one funnel away, thanks everybody.

tv man super bowl army smile bless beauty and the beast dang boise state russell brunson axe murderer michael meyers funnel hacking live mark james ps don steven larsen fhat funnel hackathon

You Can’t Lose With A Smile On Your Face

Play Episode Listen Later Feb 6, 2017 10:08

The only thing you can change about the situation is your attitude. On today’s episode Russell talks about his crazy busy week and taking a moment between storms to get a haircut. He also shares a story from his wrestling days that taught him to have a positive attitude. Here are some interesting things you’ll hear in this episode: How Russell was able to get rid of the echo in the conference room, how he planned a Superbowl party, and how he was able to get a manual done for the FHAT event, all on short notice. Why even when stressful things happen, Russell always tries to have a positive attitude. And why cutting weight in wrestling didn’t seem so bad, as long as Russell had a smile on his face. So listen below to find out why even if you can’t change your circumstances, changing your attitude will make it better. ---Transcript--- Hey everyone, this is Russell Brunson again. I hope you guys are doing awesome. I’m driving to go get my hair cut and this is kind of like the climax, well it’s the end when you slide down. Almost the end, I guess it’s not even though. Anyway, the end of a very crazy week. It’s now Friday. In about an hour we have Boise State does a really cool thing once a year called the Beauty and the Beast tournament. Where they have the wrestlers and the gymnasts all competing on the same floor. And it’s the one time of the year that people actually show up to wrestling matches, which is cool. I convinced my wife and kids to come and some of my friends and all that kind of stuff, so we’re heading to that tonight. I competed in it for four years and it’s just a super fun thing to do. So I’m going to that tonight which is exciting. I’m getting my hair cut because this is the little calm, that’s what it is, it’s not the climax or apex, it’s the calm before the storm. Because for the second storm. There was a big storm first. This last week has been insane. Let me explain to you, lest you think you had a busy week. Maybe it was busier than mine, but I’m game for comparing and seeing because this week was crazy. Monday we moved into a new office and then Tuesday I had to submit my book to the publishers, which sounds like you just email your book to the publisher. But no, you have to freaking write a book first and then edit it and edit it, change things, tweak things, and then you submit it and its final, can never change it’s the end. So you can never tweak it, ever. So that was stressful. And then Steven Larsen, who is working with this even starting Monday, Tuesday, Wednesday called the FHAT Event. Funnel Hack A Thon, FHAT Event. We needed a manual for that, which the manual is based on the book. So he was home sick, puking in bed while he’s helping me create this whole manual. Bless him for doing that while he’s puking his guts out. Making the manual and puking and making the manual because we had these printing deadlines to get it done. So we’re racing on that, got that all figured out as good as we possibly could. Now I’m going through getting my power point slides and then I walked into the conference room that we’re doing the conference, and the echo is so loud, it’s going to destroy all the films, it won’t even be good. So I’m freaking out there, so we have to go and I’m searching all night until 2 or 3 in the morning trying to find sound things you can put up to make echoes disappear. The only place I can find, the fastest I can get them here is 2 to 4 weeks. I’m not going to have them for Monday and I’m stressing out. Then Brandon Fisher on our team, he’s like, “I got a buddy who does events and stuff and he’s got these sound dampering curtains, we should use those.” So I’m like, “Alright.” So he comes and shows up and wraps our entire room in these huge curtains, throws these lights on them, brings a stage and a pulpit, and it becomes the coolest event center on planet earth. And then they’re trying to rent us stuff, it will look so cool. I’m begging them to let me buy it all. I never want this to change ever because it’s so cool now. It turned into a good thing. I was stressing out about that. This whole week they’ve been working on that and getting the lighting and the systems and things, and I’m just trying to get my power points done. Then on top of that, there’s other business things, it’s been nuts. So today I got my power points probably half way done for the event that starts on Monday. I’m just out today, going to get my haircut and then Beauty and the Beast and then tonight keep working on power points, I’m guessing if I’m going to get done in time, which is crazy. Steven had drill so he’s out driving to go do Army drill stuff, and he’s got to work on stuff for the presentation as well. So he’s going to be working on those tonight form the hotel and sending those to me. And then, I didn’t realize, stupid me, that the Funnel Hack A Thon was the day after the Superbowl, so everyone that’s coming, we have 48 people that are coming. Everyone’s like, “Do you know it’s the Superbowl? Why did you book it on Superbowl Sunday?” I’m like, “I don’t watch the Superbowl.” And they’re like, “We need a party.” And I’m like, “Okay fine, we’ll throw a party.” So now I’m throwing a party at the office Sunday for the Superbowl, which means to get TV in the office, I say yes and then I’m like, “Okay we’re going to watch the Superbowl on this screen and they’re like, “that’s not easy, you have to have cable.” So now they’re scrambling to get cable in our office to be able to show the game. And then, it’s just thing after thing. We had this nice fridge and we’ve stacked it full of waters and Redbulls and drinks and all sorts of stuff, and then the whole thing collapsed this fridge because the bolts weren’t strong enough and we had to buy new bolts and string them in to get the water to stay. It’s seriously been insane. I just wanted to thank, if anyone on my team is listening, everyone with everything that’s gone into this, because it’s been nuts. But somehow, not only are we surviving, it’s been fun and everyone’s happy. We’re excited and energy levels are really high. It’s one of those things where maybe it’s me and I know people have ADD like me, the more things that are happening, the better we function. A lot of times if you have one thing going on, you stress out like crazy. So maybe it’s that and that’s why I’m enjoying it and thriving in this. Because there’s so much chaos I can’t not do it. But maybe it’s just a fact that just smiling, keep moving forward, maybe that’s the message for today is, if you keep moving forward, you can’t change anything. I can’t change the fact that the event is happening in two days. I made that decision and it was probably a dumb decision. Especially since we have Funnel Hacking Live two weeks later and I haven’t started on my presentations for that yet. But besides the point of stupidly planning like I often do, things can’t change. You’re going to do it anyway. I think I’ve shared this story with you before. I had a wrestling coach named Mark James when I was growing up. I remember this one practice, it was tough. At the time I was cutting about 30 pounds a week, it was painful, horrible and hard. We’re all cutting weight and I remember one day after practice, I was dead. Imagine wrestling in plastics and sweats and not eating for three or four days and not drinking for three or four and just being to the point where you felt like you wished you could die. And I remember we finished practice and he pulls us all into this, our wrestling room, we called it the rubber room. It was underneath the basketball court. It was dark and damp and stinky and it was kind of nasty. So he pulled us out of the rubber room into this hallway, that was again underneath the building. It was dark. And he sat on the stairs and we all sat around and talked. And I remember him saying, “You know what, we have a match and you have to lose weight.” And he’s telling everyone this, and he’s like, “You can’t change that, the only thing you can change is your attitude about it. You’re going to miserable going through this experience or you can be happy going through this experience, but you can’t change it. The experience is happening.” “The only thing we can effect is the attitude we have going through it. So you might as well have a good attitude, because you’re going to do it anyway.” And it really, I was like, “Dang.” So I remember the next day I came down and I put on my plastics and sweats on and came out and started jumping ropes. And I started smiling. And one of the other guys on my team came down and was like, “Why are you smiling?” And I was like, “Have you ever seen someone lose with a smile on their face?” and he was like, “No.” And I’m like, “Neither have I.” and I kept smiling. And then I smiled the whole practice while I was cutting weight, I smiled while I was doing it. And it was weird because this process that legitimately painful. If you’ve ever tried to not drink for three days while sucking water weight out in plastic suits. Where you’re losing, on average, 25 to 30 pounds a week in water weight. That’s painful. That’s probably some of the worst pain I’ve ever experienced in my life. But I did it with a smile on my face and it became a thing, and it became fun and it became a part of the experience I actually enjoyed. In fact, tonight going to the wrestling match, I can feel myself right now, feeling guilty. I always feel guilty sitting there drinking something. I shouldn’t be watching wrestling with liquid. This is a really awkward feeling, you know what I mean? But that’s the reality. I’m not wrestling, I’m not competing so I can. Take that wrestlers that are cutting weight. But going through the experience, it became fun. So I think for you guys, there’s a lot of stress out there, I get it. But as you approach it, do it with a smile on your face. Because you can’t lose with a smile on your face. No one can, it’s impossible. So you might as well smile as you go through it. Remember, you’re going to go through it anyway, so the only thing you can change is your attitude, so have a good attitude and make it more fun and pleasant for you and for everyone. So that’s what I got today you guys. I’m here, getting my haircut, my head will shrink by about half, which is a good sign. Because I got a huge fat head, if you’ve ever noticed. I can’t wear hats, because my head is so…….if you guys remember the movie so I married an Axe Murderer. And that kid’s sitting in front of the TV with his dad, Michael Meyers. He’s like, “Hey, get out of the way. Man, did you see that kid’s head? It’s like an orange on a toothpick.” That’s totally how I am right now. So if you’re envisioning what I look like, I got an orange on a toothpick, so they’re going to shave this thing down to be normal size, which I’m really looking forward to. Alright guys, before I tell you anymore random weird things about me, I’m going to leave. I appreciate you all, have an amazing day. Keep a smile on, and remember you can only change your attitude. Thanks everybody, talk to you soon. Ps…Don’t forget, you’re just one funnel away, thanks everybody.

tv man super bowl beauty army beast smile bless red bull beauty and the beast dang boise state russell brunson axe murderer michael meyers funnel hacking live mark james ps don steven larsen fhat funnel hackathon

Are You Watching The Magician's Hands?

Play Episode Listen Later Feb 1, 2017 11:17

A quick glimpse behind the WHY of this funnel… On today's episode Russell goes on a mini tour of his new office and podcasts from two conference rooms and the kitchen. He talks about how you need to watch a magician's hands to figure out what he's doing, and how that relates to being a marketer. Here are some of the cool things to listen for in this episode: What it means to be a magician in marketing. Why Russell buys other people's products that he doesn't need, and why you should buy his Marketing In Your Car MP3 player, even if you don't need it. And why it's good to grow a business organically, but it's better to push it along faster by buying ads. So listen below to find out why you need to be looking at a magicians hands instead of getting distracted by what he wants you to see. ---Transcript--- What's up everybody, this is Russell, welcome to Marketing In Your Car. Now this is a special episode because I'm not in my car. In fact, I'm at the brand new office. We moved in this week and it's insanely cool and I'm not only in the office, I'm in an actual conference room, which is the first thing I've done in this conference room is actually talk on this podcast. I'm looking out and everybody is working. We all have standing and sitting desks. So everybody out here working standing and sitting. So exciting. Anyway, if you haven't seen yet, I've been Snapchatting and I'll probably Facebook Live Friday. Friday we get the big Clickfunnels sign in the office, which looks so cool. So as soon as that's here I'll Facebook Live this whole place so you guys can see it. You can see the bookshelf and everything. What's cool, Monday and Tuesday we had a certification event here in Boise. We were supposed to do it here in the office initially, but we didn't think we were going to get the office done in time, so we moved it back to a hotel. Then Tuesday, at certification I make everyone do a hack-a-thon, which they stay up all night building funnels. Part of the cult-ture that we're trying to do is you need to get crap done, you just pull an all nighter and just get it done. So we taught them that and they did it. And then on Tuesday they went and presented all their funnels and everything and we gave away awards and it was cool. Tuesday morning I woke up like, man these guys have been killing themselves. How cool would be if they actually got to come to the office. So we chartered a bus, had the bus drive to downtown Boise, pick them up and bring them back. And now they're……. Anyway, they came to the office last night and it was so much fun to have everyone here and showing off the new stuff. People were like, “Is that really your bookshelf? Are those all your books?” And I'm like, “Yeah, I'm kind of a nerd. Sorry about that.” Anyway, it was so much fun. So now, today we're here. This is the first day we'll actually work the whole day. Everybody's here and it's exciting. One big fear I have is we have our FHAT event coming up Monday, Tuesday, Wednesday next week in the big conference room which is amazing. But it's got echo. I don't know if you hear echo in here. This is the conference room and it's kind of echo in here as well. We have a sound engineer coming to try to figure out how to put up paneling and stuff so we won't have those issues. But the problem is it's like 2 to 4 weeks to get those things fixed. So that kind of stresses me out a little bit on that side. Hopefully we get some of it figured out. We've got people coming and they're going to be hanging up sound panels and things like that in the conference room. Anyway, someone just came in the conference room so I'm going to walk out here. Now I'm going into the kitchen. The kitchen also has got a lot of echo in here as well. But we designed this because we do a lot of videos in the kitchen, so we made it a really nice kitchen so we can do videos and stuff in here. So it should be pretty office. So now I'm wandering. So fun to wander around the office, now I'm in the conference room. So anyway, I wish you guys could see what I'm doing, probably more interesting than hearing me talk about it. But it's so exciting. So what I want to talk about today, yesterday the Marketing In Your Car free MP3 player offer, we were paying affiliates $20 to give away a free MP3 player, and I think it ended last night at midnight. It's been fun watching a lot of our affiliates promote it and then seeing people's feedback. Tim Castleman, one of my buddies, he's been promoting it. He's like, “Just go buy it, you guys. Why are you not buying it?” and people are commenting why they're not buying it. It made me laugh so hard. These are all people trying to learn marketing. And they're trying to figure this whole thing out. They're studying, learning, following Tim, following me, following people and they're like, “that offer didn't make sense to me. I don't really want an MP3 player. I need to subscribe for free on iTunes.” All these things, all these reasons why they wouldn't buy. It made me laugh because we've sold a lot of them. I think we've sold, we're almost at 4 thousand sold, which is cool. What we're finding is for every single person who's buying an MP3 player, probably 5 or 6 people are subscribing to the podcast, even if they're not buying. So if you watch, I don't know if you guys are watching, but if you go to iTunes right now, and you go to the business section, we've been in the top ten ever since this thing has launched. The business section is hard to get in the top ten. Tony Robins is not in the top ten. Eric Ward is not in the top ten. All these legends are not in the top ten. Neil Patel is not in the top ten, we've been in the top ten for the last 2 or 3 weeks now. And it's like, I want, since you guys are my best people. You're hanging out, you're here listening, I want to reveal, show the curtain, behind the scenes of what's happening. You know how they say, magicians are doing a trick, but he's distracting you with stuff so you don't see what's actually happening, so you don't see his hands move when he's doing whatever that thing is that makes the trick possible. So he's doing misdirection stuff and leading you places and stuff like that. With marketing, it's kind of fun, my job. Most businesses is, it's like you're doing marketing, selling your product. Whereas, I'm doing marketing, selling my stuff. But for those who are watching, I'm hoping you are watching. Watching my hands, watching what the magician is actually doing because that's the most valuable lesson. Me giving my MP3 player, pre-loaded episodes is kind of a cool little thing, but why did I do that. Why am I doing that? What's the magician actually doing and watching that. I always tell people, I buy everybody's products. Usually I do not go through most of the products, but I'm buying because I want to see what the magicians are doing. What do they learn? If you saw the stuff I'm buying. You'd be like, “Russell, why are you buying another weight loss course?” and I'm like, “Because the weight loss dudes are really good at funnels.” “Why are you buying a thing on stocks? You don't even know what the stock market is?” I'm like, “I know, I have no idea how to do stocks. I don't even want to know how to do stocks. But the stock guys are really good at funnels, so I want to watch what they're doing.” I want to see what the magician is doing. So for those who are listening and those who are paying attention, and I hope you guys are paying attention, is watch these processes. Don't say, “I didn't buy Russell's MP3 player because I don't want an MP3 player. I'd never listen to it anyway.” Dude there's a lesson here. I'm not just doing these things for fun. I'm creating things and testing things and if they're working, you'll see me keep pushing them and keep pushing them. I look at right now, our podcast has grown insanely over the last little bit. We're in the top ten, we're consistently in the top ten, which is amazing. We're getting tons of, I mean tens of thousands of downloads a day, which is amazing. And it's because these things we're doing, if you're not watching, if you're not looking you will miss it. It was kind of cool, I did a podcast interview last week with Paul Colligan, who's the podcasting guy and he'll be, I think it goes live to day. And Paul is someone who's watching the magician. He messaged me like, “Dude, I've seen your podcast funnel, I gotta know what and why.” It was really cool. A really cool podcast with him, kind of explaining. All of his followers are podcasters. Podcasters are out there and they're trying to create good content to organically grow. And I'm like, “Organic growth is good, but it's hard.” I did a podcast every day for 3 years. We had 300+ episodes while I was organically growing it, it was good, we got followers, we got traction, but it wasn't until I created something that I could stimulate with paid ads that it grew dramatically. So for you guys, looking at that, look I can go on a blog all day long, but if I can't stimulate with paid ads, man that's a long time. Same with podcasting or whatever it is for you. But for this funnel, for the one you guys went through, a lot of you guys to get here. That was the vehicle, was the podcasting funnel. And it was a way for me to be able to pay for ads. And he, Paul basically was like, “There's nobody that can do this. You're the only person that can pay for subscribers profitably.” I'm like, “Yeah, because of the model.” Anyway, I hoping you guys again, are watching the magician's hand. Because prior to that we'd try to grow Marketing In Your Car and what we were doing is we were buying Facebook ads, trying to get people to subscribe. I'd ask John, “How many subscribers did we get from the Facebook ads?” And he's like, “I have no idea. There's no way to track it through iTunes.” He was like, “I'm basically just crossing my fingers and hoping that somebody subscribes.” We have no way to track it and test it. We're just dumping money at it and crossing our fingers. That's a horrible way to do business, stupidest thing in the world. That's what branding guys do. That's what companies that are backed by VC cash do. They just burn cash and they're stupid. Funnel hackers like us, we're smarter. We're looking at the ROI and it's like, I had to create this thing to be able to create the ROI. So what's cool about it, right now we're driving traffic through these funnels. We're paying affiliates $20 to give away a free MP3 player. But we know our metrics and we're profitable on the front end. I think we're close to about $30, might be a little lower than that. Somewhere around $30 we're making. And we're spending $20 to affiliates, but our ads are making about $10 – 15 to sell an MP3 player. If you look at that, we pay for the ads, we pay affiliates, get the MP3 player, we're profitable so we actually make a little money there. Not a lot, but enough to cover our costs. Then after we've covered those costs, like I said, a big percentage of people come to the page, never buy the MP3 player, but then subscribe to the podcast. And everyone who's, again iTunes doesn't give us the best numbers possible. But based on my guestimations, for every single person that's subscribing to, or that's buying the MP3 player, we're getting 4 or 5 people that are subscribing to the podcast as well. So I'm paying for that growth profitably. It doesn't cost me anything. So anyway, I just wanted to kind of lay that out for the guys who are paying attention and just thinking through that. Because organic is good, but if I could stimulate that with paid and be profitable with it, that's great. That's how I build a company fast. That's how I do it without VC cash and all the other crap we've been told you need to do to build a company. You don't if you're smart, the market will back you. They'll cover for you. That's the magic of funnel hacking, what we all do. With that said, you guys. I appreciate you. I'm going to bounce. Get back to work and probably do some more podcasts from the office, find different cool locations and go from there. Thanks everybody. Talk to you guys soon.

talk hands watching podcasters roi organic vc magicians funnel boise clickfunnels neil patel tony robins eric ward snapchatting paul colligan fhat tim castleman

Are You Watching The Magician’s Hands?

Play Episode Listen Later Feb 1, 2017 11:17

A quick glimpse behind the WHY of this funnel… On today’s episode Russell goes on a mini tour of his new office and podcasts from two conference rooms and the kitchen. He talks about how you need to watch a magician’s hands to figure out what he’s doing, and how that relates to being a marketer. Here are some of the cool things to listen for in this episode: What it means to be a magician in marketing. Why Russell buys other people’s products that he doesn’t need, and why you should buy his Marketing In Your Car MP3 player, even if you don’t need it. And why it’s good to grow a business organically, but it’s better to push it along faster by buying ads. So listen below to find out why you need to be looking at a magicians hands instead of getting distracted by what he wants you to see. ---Transcript--- What’s up everybody, this is Russell, welcome to Marketing In Your Car. Now this is a special episode because I’m not in my car. In fact, I’m at the brand new office. We moved in this week and it’s insanely cool and I’m not only in the office, I’m in an actual conference room, which is the first thing I’ve done in this conference room is actually talk on this podcast. I’m looking out and everybody is working. We all have standing and sitting desks. So everybody out here working standing and sitting. So exciting. Anyway, if you haven’t seen yet, I’ve been Snapchatting and I’ll probably Facebook Live Friday. Friday we get the big Clickfunnels sign in the office, which looks so cool. So as soon as that’s here I’ll Facebook Live this whole place so you guys can see it. You can see the bookshelf and everything. What’s cool, Monday and Tuesday we had a certification event here in Boise. We were supposed to do it here in the office initially, but we didn’t think we were going to get the office done in time, so we moved it back to a hotel. Then Tuesday, at certification I make everyone do a hack-a-thon, which they stay up all night building funnels. Part of the cult-ture that we’re trying to do is you need to get crap done, you just pull an all nighter and just get it done. So we taught them that and they did it. And then on Tuesday they went and presented all their funnels and everything and we gave away awards and it was cool. Tuesday morning I woke up like, man these guys have been killing themselves. How cool would be if they actually got to come to the office. So we chartered a bus, had the bus drive to downtown Boise, pick them up and bring them back. And now they’re……. Anyway, they came to the office last night and it was so much fun to have everyone here and showing off the new stuff. People were like, “Is that really your bookshelf? Are those all your books?” And I’m like, “Yeah, I’m kind of a nerd. Sorry about that.” Anyway, it was so much fun. So now, today we’re here. This is the first day we’ll actually work the whole day. Everybody’s here and it’s exciting. One big fear I have is we have our FHAT event coming up Monday, Tuesday, Wednesday next week in the big conference room which is amazing. But it’s got echo. I don’t know if you hear echo in here. This is the conference room and it’s kind of echo in here as well. We have a sound engineer coming to try to figure out how to put up paneling and stuff so we won’t have those issues. But the problem is it’s like 2 to 4 weeks to get those things fixed. So that kind of stresses me out a little bit on that side. Hopefully we get some of it figured out. We’ve got people coming and they’re going to be hanging up sound panels and things like that in the conference room. Anyway, someone just came in the conference room so I’m going to walk out here. Now I’m going into the kitchen. The kitchen also has got a lot of echo in here as well. But we designed this because we do a lot of videos in the kitchen, so we made it a really nice kitchen so we can do videos and stuff in here. So it should be pretty office. So now I’m wandering. So fun to wander around the office, now I’m in the conference room. So anyway, I wish you guys could see what I’m doing, probably more interesting than hearing me talk about it. But it’s so exciting. So what I want to talk about today, yesterday the Marketing In Your Car free MP3 player offer, we were paying affiliates $20 to give away a free MP3 player, and I think it ended last night at midnight. It’s been fun watching a lot of our affiliates promote it and then seeing people’s feedback. Tim Castleman, one of my buddies, he’s been promoting it. He’s like, “Just go buy it, you guys. Why are you not buying it?” and people are commenting why they’re not buying it. It made me laugh so hard. These are all people trying to learn marketing. And they’re trying to figure this whole thing out. They’re studying, learning, following Tim, following me, following people and they’re like, “that offer didn’t make sense to me. I don’t really want an MP3 player. I need to subscribe for free on iTunes.” All these things, all these reasons why they wouldn’t buy. It made me laugh because we’ve sold a lot of them. I think we’ve sold, we’re almost at 4 thousand sold, which is cool. What we’re finding is for every single person who’s buying an MP3 player, probably 5 or 6 people are subscribing to the podcast, even if they’re not buying. So if you watch, I don’t know if you guys are watching, but if you go to iTunes right now, and you go to the business section, we’ve been in the top ten ever since this thing has launched. The business section is hard to get in the top ten. Tony Robins is not in the top ten. Eric Ward is not in the top ten. All these legends are not in the top ten. Neil Patel is not in the top ten, we’ve been in the top ten for the last 2 or 3 weeks now. And it’s like, I want, since you guys are my best people. You’re hanging out, you’re here listening, I want to reveal, show the curtain, behind the scenes of what’s happening. You know how they say, magicians are doing a trick, but he’s distracting you with stuff so you don’t see what’s actually happening, so you don’t see his hands move when he’s doing whatever that thing is that makes the trick possible. So he’s doing misdirection stuff and leading you places and stuff like that. With marketing, it’s kind of fun, my job. Most businesses is, it’s like you’re doing marketing, selling your product. Whereas, I’m doing marketing, selling my stuff. But for those who are watching, I’m hoping you are watching. Watching my hands, watching what the magician is actually doing because that’s the most valuable lesson. Me giving my MP3 player, pre-loaded episodes is kind of a cool little thing, but why did I do that. Why am I doing that? What’s the magician actually doing and watching that. I always tell people, I buy everybody’s products. Usually I do not go through most of the products, but I’m buying because I want to see what the magicians are doing. What do they learn? If you saw the stuff I’m buying. You’d be like, “Russell, why are you buying another weight loss course?” and I’m like, “Because the weight loss dudes are really good at funnels.” “Why are you buying a thing on stocks? You don’t even know what the stock market is?” I’m like, “I know, I have no idea how to do stocks. I don’t even want to know how to do stocks. But the stock guys are really good at funnels, so I want to watch what they’re doing.” I want to see what the magician is doing. So for those who are listening and those who are paying attention, and I hope you guys are paying attention, is watch these processes. Don’t say, “I didn’t buy Russell’s MP3 player because I don’t want an MP3 player. I’d never listen to it anyway.” Dude there’s a lesson here. I’m not just doing these things for fun. I’m creating things and testing things and if they’re working, you’ll see me keep pushing them and keep pushing them. I look at right now, our podcast has grown insanely over the last little bit. We’re in the top ten, we’re consistently in the top ten, which is amazing. We’re getting tons of, I mean tens of thousands of downloads a day, which is amazing. And it’s because these things we’re doing, if you’re not watching, if you’re not looking you will miss it. It was kind of cool, I did a podcast interview last week with Paul Colligan, who’s the podcasting guy and he’ll be, I think it goes live to day. And Paul is someone who’s watching the magician. He messaged me like, “Dude, I’ve seen your podcast funnel, I gotta know what and why.” It was really cool. A really cool podcast with him, kind of explaining. All of his followers are podcasters. Podcasters are out there and they’re trying to create good content to organically grow. And I’m like, “Organic growth is good, but it’s hard.” I did a podcast every day for 3 years. We had 300+ episodes while I was organically growing it, it was good, we got followers, we got traction, but it wasn’t until I created something that I could stimulate with paid ads that it grew dramatically. So for you guys, looking at that, look I can go on a blog all day long, but if I can’t stimulate with paid ads, man that’s a long time. Same with podcasting or whatever it is for you. But for this funnel, for the one you guys went through, a lot of you guys to get here. That was the vehicle, was the podcasting funnel. And it was a way for me to be able to pay for ads. And he, Paul basically was like, “There’s nobody that can do this. You’re the only person that can pay for subscribers profitably.” I’m like, “Yeah, because of the model.” Anyway, I hoping you guys again, are watching the magician’s hand. Because prior to that we’d try to grow Marketing In Your Car and what we were doing is we were buying Facebook ads, trying to get people to subscribe. I’d ask John, “How many subscribers did we get from the Facebook ads?” And he’s like, “I have no idea. There’s no way to track it through iTunes.” He was like, “I’m basically just crossing my fingers and hoping that somebody subscribes.” We have no way to track it and test it. We’re just dumping money at it and crossing our fingers. That’s a horrible way to do business, stupidest thing in the world. That’s what branding guys do. That’s what companies that are backed by VC cash do. They just burn cash and they’re stupid. Funnel hackers like us, we’re smarter. We’re looking at the ROI and it’s like, I had to create this thing to be able to create the ROI. So what’s cool about it, right now we’re driving traffic through these funnels. We’re paying affiliates $20 to give away a free MP3 player. But we know our metrics and we’re profitable on the front end. I think we’re close to about $30, might be a little lower than that. Somewhere around $30 we’re making. And we’re spending $20 to affiliates, but our ads are making about $10 – 15 to sell an MP3 player. If you look at that, we pay for the ads, we pay affiliates, get the MP3 player, we’re profitable so we actually make a little money there. Not a lot, but enough to cover our costs. Then after we’ve covered those costs, like I said, a big percentage of people come to the page, never buy the MP3 player, but then subscribe to the podcast. And everyone who’s, again iTunes doesn’t give us the best numbers possible. But based on my guestimations, for every single person that’s subscribing to, or that’s buying the MP3 player, we’re getting 4 or 5 people that are subscribing to the podcast as well. So I’m paying for that growth profitably. It doesn’t cost me anything. So anyway, I just wanted to kind of lay that out for the guys who are paying attention and just thinking through that. Because organic is good, but if I could stimulate that with paid and be profitable with it, that’s great. That’s how I build a company fast. That’s how I do it without VC cash and all the other crap we’ve been told you need to do to build a company. You don’t if you’re smart, the market will back you. They’ll cover for you. That’s the magic of funnel hacking, what we all do. With that said, you guys. I appreciate you. I’m going to bounce. Get back to work and probably do some more podcasts from the office, find different cool locations and go from there. Thanks everybody. Talk to you guys soon.

talk hands watching podcasters roi organic vc magicians funnel boise clickfunnels neil patel tony robins eric ward snapchatting paul colligan fhat tim castleman

My Backwards Strategy For Truly Understanding If A Funnel Is Going To Work

Play Episode Listen Later Jan 30, 2017 20:28

When you master this piece, it actually becomes really simple. On today's episode Russell talks about moving into his new office, and finishing up his book. He also goes into great detail of his backwards strategy for understanding if a funnel is going to work. Here are some interesting things you will hear in this episode: Some of the cool things his new office will feature that he's never had in an office before. Why you should be a Certified Partner and the kinds of things you are missing out on if you're not. And what does Russell do to figure out if a funnel is going to work. So listen below to find out how you can know what kind of funnel will work for your business. ---Transcript--- Good morning everybody. Guess what today is? Today is moving day. I am so excited. Today is the day we are finally moving into our new office, which there's probably a few of you guys like, “Who cares, Russell. It's not a big deal.” But this is a big deal for a lot of reasons. Number one, we're moving to a new office and every times there's change, a pattern interrupt from your day is a good opportunity, a good chance to radically shift everything about yourself. So I'm excited because this is like a new beginning, a new birth, I don't even know, but it's pretty cool. Number one. Number two, I've been in a lot of offices in my days since we started this whole internet marketing game, and all of them have been rented from people. This office I bought, so I own it. Well not yet, I guess I got like a thousand more payments, but someday I will own it. But what's about it is it's our own. And then we bought this building and it was horrible inside so we gutted the whole thing and rebuilt it to be exactly what we want and how we want it. I'm sure you guys will see if you follow me on Facebook or anywhere else. We'll do some videos and kind of show the whole thing, but it's so cool. On the outside we got this big old sign that says Clickfunnels. The inside, you walk in, the sign's not there yet, the sign should be there by tomorrow, I think. But a big old sign that says Clickfunnels. And then there's the TV, when we're doing events and stuff we're going to play video or audio, looping what's happening. And then on the right hand side you walk in, there's this huge seminar room that will hold up to, I mean we could have about 100 people in there, but comfortably it's about 70 or so people that it's set up. It's big. And basically we're going to be able to do workshops there. What we're trying to do….actually, let me step back. I'm driving right now to downtown Boise because we got a certified partner event. So I'm going to be hanging out with 40 or 50 of our certified partners today while everybody else is moving stuff. So our goal was to get it done last weekend, so we could do the first certified partner event in there, but we didn't quite make it. I guess technically we could've but it would have been weird today because everyone would've been moving and they would have all been there and it would have been just, you know. You know when you first move into your house and you don't want guests coming right away, because you don't even know where you're going to sleep yet. So that's kind of how it is. So anyway, next Monday, Tuesday, Wednesday we have our first ever FHAT event. It stands for Funnel Hack A Thon. Funnel hack a thon, I think I mentioned this before, but it a new, I'm really excited, it's a new type of event we're going to do in our office. If it works, we're going to start doing them throughout the year and start bringing people to them. But I'm doing a test run with our inner circle members. So that's happening next week. So we're getting everything set up and ready and prepared for the first ever FHAT event, which is exciting. So that's going to be happening at the workshop room in there. Then we've got a big old kitchen. I think the kitchen will hold like 38 chairs. 38 people can eat at the same time, which is crazy. I guess that's a lot for normal days, but I guess when we have events there, we'll probably need a little more. People can eat in the conference room as well. So we got places for people to eat, which is cool. Also, we always rent these kitchens and stuff, to film different products, when we did the weight shake video we'd rent this person's kitchen. We've done that once. So I wanted a kitchen that was nice, so we could actually film in it. We've got a nice backdrop a nice countertop. So it's set up so we can actually film in it. That's one of the cool things about this office. Our old office, if you ever saw it on the videos, it's totally embarrassing. It was so trashy and I'm not the cleanest person ever, especially when I'm in the zone working and creating, I've got stuff everywhere. But it always looked ugly, it's kind of embarrassing. There was no where to film videos, so we always had to go somewhere. But in the new offices, we've got probably 15 or 20 spots that we created specifically to look cool, to be awesome on video, which is going to be really, really cool. You should see a lot more new cool video stuff coming from us. When we're streaming stuff it won't look lame, it'll actually look awesome. So I'm excited for that on top of everything else. We have our own little recording studio, it's going to have all sound proofing, that foam stuff so there's no echoes or revirb so you can record webinars or audiobooks or whatever in there, podcasts. It's going to be really, really cool. I don't know, just ton's of cool stuff is happening. So I, as you can tell, am very excited for today. The move is happening, but first I got to get to downtown Boise, through all of this traffic and go give a presentation to our certified partners, then get back to have some fun. Also, the new office has got a lot of book shelf space, but not as much as the old office. So some of you guys knew this, if you watched me on Snapchat, it was kind of a sad day in my life. But we went through and threw away hundreds of thousands of dollars worth of marketing courses, things that were no longer relevant, or I knew I'd never listen to, things like that. So because of that I threw away most of my courses. And I put the courses that are still relevant, we burned them all onto audiobook files, so now they're all in my phone and laptop and everywhere else. But they're no longer on the bookshelf. Now it's just going to be books there. So today we're bringing all the books over. I'm going to organize all those, get them on the wall and hopefully there'll be some room for new books. Because I love books, books are the coolest. And speaking of books, Saturday I finished it. I finished the last edit, the last everything. I sent it to…… I printed, actually printed out 6 physically copies of the book and handed them out to 5 of my friends and one for me. And they're all doing a really quick read through to see any last misspellings or typos or anything, but after that It's done. And it was the weirdest thing. Saturday I went in and spent about two hours just doing the last, last thing. Making sure everything was in there. Making sure all the images were correct, making sure all that stuff. And I remember, when I got done I was like, “I'm done.” I think I snapchatted, “I'm done.” But it was the weirdest, I literally felt like I had this 300 pound kid sitting on my shoulders, and then he fell off. And I was like, “I feel so light.” It was really interesting. I felt so light and fluffy and good and So it's nice to have that big old gorilla off my back, because that's been one of those things that needed to be done. In fact, my initial due date from the publisher was December 1st, and then I missed that date. Then it was December 31st, I missed that date. Then we had to move our launch date, so we moved our launch date for the book to April 18th. I was basically like, “Okay, you have this done by the end of January, it's physically impossible to have it done by your launch date. I was like, “Okay.” So that's where we're at. So the last two months, was like a nightmare. But now it's done and books, I don't know if you ever written a book, it's so much more permanent. I can, I'm not, what's the right word, I was going to say cheat my way through. I can freestyle my way through power point slides, presentations and sales videos and all those other things. They don't have to be perfect or finite, there's, I've done them enough that I don't need them to be perfect. But a book has to be perfect. Because they don't have you being able to cover up the mistakes through a good story or through whatever. It is what it is. It has to stand alone. You can't touch it when it's done. So there you go. I'm excited, the book's going to be so, so cool. Alright, with that said, I'm driving down to the certified partner's event so I thought a good thing to talk about would be the other side of the funnel business. So I know we talk a lot about our own funnels. How you're one funnel away and that part of it, but I thought it would be fun to talk about what our certified partners talk about. And if you're not a certified partner yet, but you'd like to be, you should become one. I think everybody, whether you want to sell funnels or not, should go through a certified partner training. It'll help you become a better funnel builder for yourself or if you did have clients. Whatever that is. But I think it's good. So if you're interested in going, go to cfcertified.com, and there's a webinar there explaining how the whole thing works. I just think everybody should go through it. It's worth it. A few groups are coming in today. So the way it works, you sign up for it and it's like, I think it's 12 modules, but you have to complete the first 8 before you're able to come to the certification events. The certification events, we do every quarter here in Boise. So everyone who's got the first 8 modules done is allowed to come to it. At the certified events we actually bring in a bunch of business owners and you have a chance to go and build funnels for them. There's a contest at the end, whoever builds the best funnel wins the prize, it's really cool. But it kind of gives you the ability to do the whole thing for a client, which is like taking the intake and finding what they want, from there figuring out the strategy, figuring out how to build it and going through the whole process. I would typically make people stay up all night, this is an all nighter type of thing, to work hard and get these things done. It trains you and teaches you how to actually get the project done, which is cool. It's interesting that even if you're not doing these for other clients, you're doing them for yourself, the process is still the same. A lot of people start with the funnel by jumping into Clickfunnels and start building, which is cool. But there's stuff you gotta be thinking through ahead of time. And if you were working for a client, you would. What's the goal, what's the strategy? Here's all the funnel types we have, what should I do? What should I not do? And it gives you a chance to really think through it at a different level. So it's kind of cool, but it's been fun watching our certified partners, some of these guys are making crazy, crazy amounts of money and it's interesting what it comes down to. What you're doing is taking your business owner off the street. And the business in the past probably had a website, they've probably got all these things they've been doing, but none of them are making them any money. You're saying, “Look, the old things you have don't work. There's a new way, a better way to do it and it's through this process with what we call a funnel.” And if you think about funnels, this was so interesting to me, most businesses have a funnel. Yesterday at church I was talking to a guy who's a chiropractor and he was asking me about what I do with funnels. And he's like, “So it's kind of like a website?” I was like, “Well, I guess.” That's like if I'm like a basketball player, saying “Oh, so you're kind of like Michael Jordan?” it's like, “Well, technically. He's a lot better than me, but I'll take that I guess.” I'm like, “Yeah, it's kind of like a website, but it's a process we take someone through. A website is kind of dead thing that's like, bleh.” And I'm like, “How much money did you're website make you last year?” and he's like, ”We don't know.” I'm like, “Exactly. Nobody knows because it doesn't do anything, you guys think it's useful and it's not. But if you shift it a little bit, you shift your thinking, and you're like ‘websites are dead, this is the new future, the new opportunity is these things called funnels.” And you start looking; in fact, this is what I do with any client I'm working with, especially offline clients. “What's the funnel you're taking people through right now?” And they're like, “I don't know what that means.” I'm like, “How do you get clients right now?” They're like, “okay, well first thing I do is this, then I do this, then I do this, then I do this, then I do this.” So I'll draw out a picture of a funnel, like, “That's what you did.” So we know that model, and I'm not going to try to re-invent the wheel. How do we replicate that? If you're doing this, this and this. How do we replicate that online. Let's look at that because the funnel you have is working now. My chiropractic buddy, when we first started, when he started his practice, he struggled forever to get leads. And the first thing I think that really took off for him was, he put a, what do they call them, fish bowls in a restaurant. So people put their business cards in for a free lunch. Then he'd call them up and be like “Congratulations, you won a free lunch.” To everybody who dropped a card in. The way it works is I'm going to come to your office for free, I'll bring lunch but I get to give you a thirty minute presentation. So he'd show up with lunch, feed everyone, do a thirty minute presentation, close a bunch of people and rinse and repeat. That was his funnel that he was bringing people in. And it's like, hey that works. So now we know that model works, how do we replicate that online. You need to get lunch appointments for people locally that you can give them free lunch or whatever. Let's make that same offer, let's make a fishbowl funnel. “Put your name and email address in here and you can win a chance to get me to bring lunch.” And then go buy Facebook ads that go to that fishbowl funnel, get their contact, call them up and be like, “congratulation, you won.” And then go do the same thing. People seem to think it's this magic trick, it's not. It's just looking at the customer process. I've talked about this before with you guys. But I don't know if it was episode 1 or 250 so I apologize, they kind of blur together. But I remember reading the book the Emyth, for the first time and he talking about how every business has a system and if you don't have a system, it means you do but it's a really bad system probably. And he was talking about how what's a system for a retail business, when a customer comes through the door. What do they say first? What do they say second? And looking at that process. I remember reading that book ten years ago and thinking about the stores I go into. How am I being, what's the funnel people are taking when they walk into the store? It's funny, my favorite store to this day is GNC. But I rarely go, even when I see a GNC, I'll avoid it like the plague, because I know their system sucks when people walk in. I walk in, the first thing is, “Hey what can I help you with?” and I'm like, “Gah, I just walked in. I want to look at the bottle and read the back.” And they always ask me that, and so I always say what everybody says, “Oh no thanks. I'm just looking.” And then they, and then it ruins that first interaction. It's like having a sales funnel where the headline is, “Hey what can I help you with today?” and you're like, “I don't know, I just landed on your landing page. I don't know. I'm going to leave. You're freaking me out.” And then they leave. That's the equivalent of it. So it's like, okay how do we make this process right? If I were the GNC dude, I'd come in and be like, “Welcome to GNC, looks like you're looking for some cool supplements. Have you tried the new whatever power bars? I can give you free sample if you want to try them because they are freaking amazing.” I'd be like, “Heck yeah, I'll try a power bar.” I eat and I'd be like, “Dude that is amazing. What's the secret?” and they'd be like, “Oh there's this kind of protein instead of this. This is the big thing behind.” Maybe he'd be like, “Are you looking for proteins or what kind of supplements are you typically looking for?” Boom, he's opened his question. First off, he built rapport, second off, he opened up a question. I'd be like, “I like all sorts of supplements.” And be like, “Sweet, let's get a cart and let's make a shopping list.” I'd be like, “Alright.” And I'd spend like $800 instead of the opposite when I'm like, “I'm just looking.” And awkwardly looking around and you can tell they're looking at you. Every time you're looking at something, “Hey so do you have any questions about supplements?” and I'm like, “No I'm just looking.” And then walk to the next section, “Oh do you have a question about those?” “No! GAH! I'll kill you.” That's what normally happens when I go to GNC. So if I was the consultant for GNC, I'd be looking at the funnel, that process, every single interaction. What's weird, what's not weird? What's awesome? And I'd be looking at those kinds of things and figure out how to tweak it and make it smoother. And the same thing is true with websites and funnels. For five years I used to do all the Glazier Kennedy website reviews. Go to this website and every single time it was this brick wall, “Can I help you with that?” and there'd be 8 thousand links on their page. I'd be like, “I've been reviewing these things for 5 years, how are all your pages still horrific?” When someone comes to your page, that's why you have a headline. What am I going to say in my headline that gets them to want to give me their email. You have to think through the process, that's the key. It's not, “okay I'm going to use the book funnel for this one. I'm going to use….” No, think through the process. If you were coming here for the first time. What would be the path? What would they say to you that would not shut you down but would open you up? And that's what I'm thinking. When I'm building my own funnels, that's all I'm thinking about. Someone's coming here, what's happening? Where am I feeling resistance? Where am I feeling good? What's creating curiosity so I can proceed through this process? What's giving me too much so I want to step back? Where am I being annoying? Where am I helping? That's what I'm looking at when I'm building a funnel. That's what you should be doing if you're working for other people. Is looking at that process. And that's what you're thinking through and if it's for yourself, it's the same thing. I have a friend that said that every month you should secret shop yourself. I haven't really done that, but I think it's smart. Secret shop yourself and see what resistance you're hitting into. In fact, Dean Graziosi, I think it was, told me that when he had his big seminar business they were 200 million dollars a year and he hired a bunch of people whose full time job was to go and consume everything. They went to the live event, they signed up, they went to the next thing, just do the whole thing and spend all the money to go through everything in the process and then come back and be like, what things were awesome? What things were horrible? He said what he found from secret shopping himself, was that people signed up they're all excited and then they didn't hear from people on average, about 6 days after the event. He said that was what bothered him. It took six days to hear back. They're like, “Wow, we need to get back to people immediately.” So they shifted the whole business to where as soon as someone would sign up for an event, the next day they got an email. When they did that their cancelation rate dropped by half, like crazy. So it's like, coming back to the process, the funnel is just the process. The system that your taking somebody through. The magic of online funnels is the fact that we can perfect that. You know, with offline funnels, you gotta train the sales dude, you gotta train the person in every single store, in every single GNC to not be an idiot and ask a good question instead of a bad question. And then when they want to slip back to their bad questions, it's hard. It's hard, right? The cool thing about funnels is you can tweak that, perfect that and everybody comes through the same path. What's cool, just think about GNC, if they were to go to every one of their stores around the whole country and make that one shift, what would that do for their revenue? If they were able to instantly get every single person to follow the same script, I mean, I would not be shocked if it doubled their revenue. That may seem crazy, but let's just, I don't think that's that hard. But the hard part is getting ten thousand reps to actually do it and do it right and do it correctly. That's the opportunity that they've got to figure out, which is not that easy. Whereas with a funnel, there's one point that everybody's coming through, therefore you tweak it in one spot and it works across everything. It's not hard to double companies business when you fix that piece. And that's the opportunity you guys. That's what certified partner program is all about. That's what these funnels are all about for yourself and for other people. That you're just perfecting the message and each step along the funnel. And when you do that, it's what do they say? Small hinges swing big doors. Or the butterfly effect. Wjatever you want to call it. Those teeny tiny tweaks have dramatic impact on everything else you do on your business. I think it's pretty exciting. I geek out on this stuff, as you can probably tell. But it's all about thinking through it. How would you feel if you're going through this process? Where would your resistance come from? What would you be excited by? And the more you think about, and then watch as other people go through it, and watch what they're doing and make tweaks and changes based on that, the more success you'll have in your funnels. So, I hope that helps everybody. I'm almost to the certified partner event, so if you're there today I'll see you guys. If you're not there yet, it means it's time to get certified. You or someone on your team should be certified. Everyone should have one in their office. Go to cfcertified.com and go get certified. And I will see you guys here in a little bit. Thanks everybody.

tv strategy secret boom snapchat michael jordan congratulations heck backwards funnel boise clickfunnels e myth dean graziosi gnc gah certified partner transcript good fhat funnel hackathon

My Backwards Strategy For Truly Understanding If A Funnel Is Going To Work

Play Episode Listen Later Jan 30, 2017 20:28

When you master this piece, it actually becomes really simple. On today’s episode Russell talks about moving into his new office, and finishing up his book. He also goes into great detail of his backwards strategy for understanding if a funnel is going to work. Here are some interesting things you will hear in this episode: Some of the cool things his new office will feature that he’s never had in an office before. Why you should be a Certified Partner and the kinds of things you are missing out on if you’re not. And what does Russell do to figure out if a funnel is going to work. So listen below to find out how you can know what kind of funnel will work for your business. ---Transcript--- Good morning everybody. Guess what today is? Today is moving day. I am so excited. Today is the day we are finally moving into our new office, which there’s probably a few of you guys like, “Who cares, Russell. It’s not a big deal.” But this is a big deal for a lot of reasons. Number one, we’re moving to a new office and every times there’s change, a pattern interrupt from your day is a good opportunity, a good chance to radically shift everything about yourself. So I’m excited because this is like a new beginning, a new birth, I don’t even know, but it’s pretty cool. Number one. Number two, I’ve been in a lot of offices in my days since we started this whole internet marketing game, and all of them have been rented from people. This office I bought, so I own it. Well not yet, I guess I got like a thousand more payments, but someday I will own it. But what’s about it is it’s our own. And then we bought this building and it was horrible inside so we gutted the whole thing and rebuilt it to be exactly what we want and how we want it. I’m sure you guys will see if you follow me on Facebook or anywhere else. We’ll do some videos and kind of show the whole thing, but it’s so cool. On the outside we got this big old sign that says Clickfunnels. The inside, you walk in, the sign’s not there yet, the sign should be there by tomorrow, I think. But a big old sign that says Clickfunnels. And then there’s the TV, when we’re doing events and stuff we’re going to play video or audio, looping what’s happening. And then on the right hand side you walk in, there’s this huge seminar room that will hold up to, I mean we could have about 100 people in there, but comfortably it’s about 70 or so people that it’s set up. It’s big. And basically we’re going to be able to do workshops there. What we’re trying to do….actually, let me step back. I’m driving right now to downtown Boise because we got a certified partner event. So I’m going to be hanging out with 40 or 50 of our certified partners today while everybody else is moving stuff. So our goal was to get it done last weekend, so we could do the first certified partner event in there, but we didn’t quite make it. I guess technically we could’ve but it would have been weird today because everyone would’ve been moving and they would have all been there and it would have been just, you know. You know when you first move into your house and you don’t want guests coming right away, because you don’t even know where you’re going to sleep yet. So that’s kind of how it is. So anyway, next Monday, Tuesday, Wednesday we have our first ever FHAT event. It stands for Funnel Hack A Thon. Funnel hack a thon, I think I mentioned this before, but it a new, I’m really excited, it’s a new type of event we’re going to do in our office. If it works, we’re going to start doing them throughout the year and start bringing people to them. But I’m doing a test run with our inner circle members. So that’s happening next week. So we’re getting everything set up and ready and prepared for the first ever FHAT event, which is exciting. So that’s going to be happening at the workshop room in there. Then we’ve got a big old kitchen. I think the kitchen will hold like 38 chairs. 38 people can eat at the same time, which is crazy. I guess that’s a lot for normal days, but I guess when we have events there, we’ll probably need a little more. People can eat in the conference room as well. So we got places for people to eat, which is cool. Also, we always rent these kitchens and stuff, to film different products, when we did the weight shake video we’d rent this person’s kitchen. We’ve done that once. So I wanted a kitchen that was nice, so we could actually film in it. We’ve got a nice backdrop a nice countertop. So it’s set up so we can actually film in it. That’s one of the cool things about this office. Our old office, if you ever saw it on the videos, it’s totally embarrassing. It was so trashy and I’m not the cleanest person ever, especially when I’m in the zone working and creating, I’ve got stuff everywhere. But it always looked ugly, it’s kind of embarrassing. There was no where to film videos, so we always had to go somewhere. But in the new offices, we’ve got probably 15 or 20 spots that we created specifically to look cool, to be awesome on video, which is going to be really, really cool. You should see a lot more new cool video stuff coming from us. When we’re streaming stuff it won’t look lame, it’ll actually look awesome. So I’m excited for that on top of everything else. We have our own little recording studio, it’s going to have all sound proofing, that foam stuff so there’s no echoes or revirb so you can record webinars or audiobooks or whatever in there, podcasts. It’s going to be really, really cool. I don’t know, just ton’s of cool stuff is happening. So I, as you can tell, am very excited for today. The move is happening, but first I got to get to downtown Boise, through all of this traffic and go give a presentation to our certified partners, then get back to have some fun. Also, the new office has got a lot of book shelf space, but not as much as the old office. So some of you guys knew this, if you watched me on Snapchat, it was kind of a sad day in my life. But we went through and threw away hundreds of thousands of dollars worth of marketing courses, things that were no longer relevant, or I knew I’d never listen to, things like that. So because of that I threw away most of my courses. And I put the courses that are still relevant, we burned them all onto audiobook files, so now they’re all in my phone and laptop and everywhere else. But they’re no longer on the bookshelf. Now it’s just going to be books there. So today we’re bringing all the books over. I’m going to organize all those, get them on the wall and hopefully there’ll be some room for new books. Because I love books, books are the coolest. And speaking of books, Saturday I finished it. I finished the last edit, the last everything. I sent it to…… I printed, actually printed out 6 physically copies of the book and handed them out to 5 of my friends and one for me. And they’re all doing a really quick read through to see any last misspellings or typos or anything, but after that It’s done. And it was the weirdest thing. Saturday I went in and spent about two hours just doing the last, last thing. Making sure everything was in there. Making sure all the images were correct, making sure all that stuff. And I remember, when I got done I was like, “I’m done.” I think I snapchatted, “I’m done.” But it was the weirdest, I literally felt like I had this 300 pound kid sitting on my shoulders, and then he fell off. And I was like, “I feel so light.” It was really interesting. I felt so light and fluffy and good and So it’s nice to have that big old gorilla off my back, because that’s been one of those things that needed to be done. In fact, my initial due date from the publisher was December 1st, and then I missed that date. Then it was December 31st, I missed that date. Then we had to move our launch date, so we moved our launch date for the book to April 18th. I was basically like, “Okay, you have this done by the end of January, it’s physically impossible to have it done by your launch date. I was like, “Okay.” So that’s where we’re at. So the last two months, was like a nightmare. But now it’s done and books, I don’t know if you ever written a book, it’s so much more permanent. I can, I’m not, what’s the right word, I was going to say cheat my way through. I can freestyle my way through power point slides, presentations and sales videos and all those other things. They don’t have to be perfect or finite, there’s, I’ve done them enough that I don’t need them to be perfect. But a book has to be perfect. Because they don’t have you being able to cover up the mistakes through a good story or through whatever. It is what it is. It has to stand alone. You can’t touch it when it’s done. So there you go. I’m excited, the book’s going to be so, so cool. Alright, with that said, I’m driving down to the certified partner’s event so I thought a good thing to talk about would be the other side of the funnel business. So I know we talk a lot about our own funnels. How you’re one funnel away and that part of it, but I thought it would be fun to talk about what our certified partners talk about. And if you’re not a certified partner yet, but you’d like to be, you should become one. I think everybody, whether you want to sell funnels or not, should go through a certified partner training. It’ll help you become a better funnel builder for yourself or if you did have clients. Whatever that is. But I think it’s good. So if you’re interested in going, go to cfcertified.com, and there’s a webinar there explaining how the whole thing works. I just think everybody should go through it. It’s worth it. A few groups are coming in today. So the way it works, you sign up for it and it’s like, I think it’s 12 modules, but you have to complete the first 8 before you’re able to come to the certification events. The certification events, we do every quarter here in Boise. So everyone who’s got the first 8 modules done is allowed to come to it. At the certified events we actually bring in a bunch of business owners and you have a chance to go and build funnels for them. There’s a contest at the end, whoever builds the best funnel wins the prize, it’s really cool. But it kind of gives you the ability to do the whole thing for a client, which is like taking the intake and finding what they want, from there figuring out the strategy, figuring out how to build it and going through the whole process. I would typically make people stay up all night, this is an all nighter type of thing, to work hard and get these things done. It trains you and teaches you how to actually get the project done, which is cool. It’s interesting that even if you’re not doing these for other clients, you’re doing them for yourself, the process is still the same. A lot of people start with the funnel by jumping into Clickfunnels and start building, which is cool. But there’s stuff you gotta be thinking through ahead of time. And if you were working for a client, you would. What’s the goal, what’s the strategy? Here’s all the funnel types we have, what should I do? What should I not do? And it gives you a chance to really think through it at a different level. So it’s kind of cool, but it’s been fun watching our certified partners, some of these guys are making crazy, crazy amounts of money and it’s interesting what it comes down to. What you’re doing is taking your business owner off the street. And the business in the past probably had a website, they’ve probably got all these things they’ve been doing, but none of them are making them any money. You’re saying, “Look, the old things you have don’t work. There’s a new way, a better way to do it and it’s through this process with what we call a funnel.” And if you think about funnels, this was so interesting to me, most businesses have a funnel. Yesterday at church I was talking to a guy who’s a chiropractor and he was asking me about what I do with funnels. And he’s like, “So it’s kind of like a website?” I was like, “Well, I guess.” That’s like if I’m like a basketball player, saying “Oh, so you’re kind of like Michael Jordan?” it’s like, “Well, technically. He’s a lot better than me, but I’ll take that I guess.” I’m like, “Yeah, it’s kind of like a website, but it’s a process we take someone through. A website is kind of dead thing that’s like, bleh.” And I’m like, “How much money did you’re website make you last year?” and he’s like, ”We don’t know.” I’m like, “Exactly. Nobody knows because it doesn’t do anything, you guys think it’s useful and it’s not. But if you shift it a little bit, you shift your thinking, and you’re like ‘websites are dead, this is the new future, the new opportunity is these things called funnels.” And you start looking; in fact, this is what I do with any client I’m working with, especially offline clients. “What’s the funnel you’re taking people through right now?” And they’re like, “I don’t know what that means.” I’m like, “How do you get clients right now?” They’re like, “okay, well first thing I do is this, then I do this, then I do this, then I do this, then I do this.” So I’ll draw out a picture of a funnel, like, “That’s what you did.” So we know that model, and I’m not going to try to re-invent the wheel. How do we replicate that? If you’re doing this, this and this. How do we replicate that online. Let’s look at that because the funnel you have is working now. My chiropractic buddy, when we first started, when he started his practice, he struggled forever to get leads. And the first thing I think that really took off for him was, he put a, what do they call them, fish bowls in a restaurant. So people put their business cards in for a free lunch. Then he’d call them up and be like “Congratulations, you won a free lunch.” To everybody who dropped a card in. The way it works is I’m going to come to your office for free, I’ll bring lunch but I get to give you a thirty minute presentation. So he’d show up with lunch, feed everyone, do a thirty minute presentation, close a bunch of people and rinse and repeat. That was his funnel that he was bringing people in. And it’s like, hey that works. So now we know that model works, how do we replicate that online. You need to get lunch appointments for people locally that you can give them free lunch or whatever. Let’s make that same offer, let’s make a fishbowl funnel. “Put your name and email address in here and you can win a chance to get me to bring lunch.” And then go buy Facebook ads that go to that fishbowl funnel, get their contact, call them up and be like, “congratulation, you won.” And then go do the same thing. People seem to think it’s this magic trick, it’s not. It’s just looking at the customer process. I’ve talked about this before with you guys. But I don’t know if it was episode 1 or 250 so I apologize, they kind of blur together. But I remember reading the book the Emyth, for the first time and he talking about how every business has a system and if you don’t have a system, it means you do but it’s a really bad system probably. And he was talking about how what’s a system for a retail business, when a customer comes through the door. What do they say first? What do they say second? And looking at that process. I remember reading that book ten years ago and thinking about the stores I go into. How am I being, what’s the funnel people are taking when they walk into the store? It’s funny, my favorite store to this day is GNC. But I rarely go, even when I see a GNC, I’ll avoid it like the plague, because I know their system sucks when people walk in. I walk in, the first thing is, “Hey what can I help you with?” and I’m like, “Gah, I just walked in. I want to look at the bottle and read the back.” And they always ask me that, and so I always say what everybody says, “Oh no thanks. I’m just looking.” And then they, and then it ruins that first interaction. It’s like having a sales funnel where the headline is, “Hey what can I help you with today?” and you’re like, “I don’t know, I just landed on your landing page. I don’t know. I’m going to leave. You’re freaking me out.” And then they leave. That’s the equivalent of it. So it’s like, okay how do we make this process right? If I were the GNC dude, I’d come in and be like, “Welcome to GNC, looks like you’re looking for some cool supplements. Have you tried the new whatever power bars? I can give you free sample if you want to try them because they are freaking amazing.” I’d be like, “Heck yeah, I’ll try a power bar.” I eat and I’d be like, “Dude that is amazing. What’s the secret?” and they’d be like, “Oh there’s this kind of protein instead of this. This is the big thing behind.” Maybe he’d be like, “Are you looking for proteins or what kind of supplements are you typically looking for?” Boom, he’s opened his question. First off, he built rapport, second off, he opened up a question. I’d be like, “I like all sorts of supplements.” And be like, “Sweet, let’s get a cart and let’s make a shopping list.” I’d be like, “Alright.” And I’d spend like $800 instead of the opposite when I’m like, “I’m just looking.” And awkwardly looking around and you can tell they’re looking at you. Every time you’re looking at something, “Hey so do you have any questions about supplements?” and I’m like, “No I’m just looking.” And then walk to the next section, “Oh do you have a question about those?” “No! GAH! I’ll kill you.” That’s what normally happens when I go to GNC. So if I was the consultant for GNC, I’d be looking at the funnel, that process, every single interaction. What’s weird, what’s not weird? What’s awesome? And I’d be looking at those kinds of things and figure out how to tweak it and make it smoother. And the same thing is true with websites and funnels. For five years I used to do all the Glazier Kennedy website reviews. Go to this website and every single time it was this brick wall, “Can I help you with that?” and there’d be 8 thousand links on their page. I’d be like, “I’ve been reviewing these things for 5 years, how are all your pages still horrific?” When someone comes to your page, that’s why you have a headline. What am I going to say in my headline that gets them to want to give me their email. You have to think through the process, that’s the key. It’s not, “okay I’m going to use the book funnel for this one. I’m going to use….” No, think through the process. If you were coming here for the first time. What would be the path? What would they say to you that would not shut you down but would open you up? And that’s what I’m thinking. When I’m building my own funnels, that’s all I’m thinking about. Someone’s coming here, what’s happening? Where am I feeling resistance? Where am I feeling good? What’s creating curiosity so I can proceed through this process? What’s giving me too much so I want to step back? Where am I being annoying? Where am I helping? That’s what I’m looking at when I’m building a funnel. That’s what you should be doing if you’re working for other people. Is looking at that process. And that’s what you’re thinking through and if it’s for yourself, it’s the same thing. I have a friend that said that every month you should secret shop yourself. I haven’t really done that, but I think it’s smart. Secret shop yourself and see what resistance you’re hitting into. In fact, Dean Graziosi, I think it was, told me that when he had his big seminar business they were 200 million dollars a year and he hired a bunch of people whose full time job was to go and consume everything. They went to the live event, they signed up, they went to the next thing, just do the whole thing and spend all the money to go through everything in the process and then come back and be like, what things were awesome? What things were horrible? He said what he found from secret shopping himself, was that people signed up they’re all excited and then they didn’t hear from people on average, about 6 days after the event. He said that was what bothered him. It took six days to hear back. They’re like, “Wow, we need to get back to people immediately.” So they shifted the whole business to where as soon as someone would sign up for an event, the next day they got an email. When they did that their cancelation rate dropped by half, like crazy. So it’s like, coming back to the process, the funnel is just the process. The system that your taking somebody through. The magic of online funnels is the fact that we can perfect that. You know, with offline funnels, you gotta train the sales dude, you gotta train the person in every single store, in every single GNC to not be an idiot and ask a good question instead of a bad question. And then when they want to slip back to their bad questions, it’s hard. It’s hard, right? The cool thing about funnels is you can tweak that, perfect that and everybody comes through the same path. What’s cool, just think about GNC, if they were to go to every one of their stores around the whole country and make that one shift, what would that do for their revenue? If they were able to instantly get every single person to follow the same script, I mean, I would not be shocked if it doubled their revenue. That may seem crazy, but let’s just, I don’t think that’s that hard. But the hard part is getting ten thousand reps to actually do it and do it right and do it correctly. That’s the opportunity that they’ve got to figure out, which is not that easy. Whereas with a funnel, there’s one point that everybody’s coming through, therefore you tweak it in one spot and it works across everything. It’s not hard to double companies business when you fix that piece. And that’s the opportunity you guys. That’s what certified partner program is all about. That’s what these funnels are all about for yourself and for other people. That you’re just perfecting the message and each step along the funnel. And when you do that, it’s what do they say? Small hinges swing big doors. Or the butterfly effect. Wjatever you want to call it. Those teeny tiny tweaks have dramatic impact on everything else you do on your business. I think it’s pretty exciting. I geek out on this stuff, as you can probably tell. But it’s all about thinking through it. How would you feel if you’re going through this process? Where would your resistance come from? What would you be excited by? And the more you think about, and then watch as other people go through it, and watch what they’re doing and make tweaks and changes based on that, the more success you’ll have in your funnels. So, I hope that helps everybody. I’m almost to the certified partner event, so if you’re there today I’ll see you guys. If you’re not there yet, it means it’s time to get certified. You or someone on your team should be certified. Everyone should have one in their office. Go to cfcertified.com and go get certified. And I will see you guys here in a little bit. Thanks everybody.

tv strategy secret boom snapchat michael jordan congratulations heck backwards funnel boise clickfunnels e myth dean graziosi gnc gah certified partner transcript good fhat funnel hackathon

Should You Write A Book?

Play Episode Listen Later Jan 27, 2017 13:31

After finishing book #2, these are my thoughts on weather or not you should actually write a book. On this episode Russell talks about finally completing his Expert Secrets book as he's about to send it off to the publisher. He also gives some advice on whether or not others who have asked him, should write a book as well. Here is some of the gold you will hear in this episode: Why Russell bought a domain name and paid a publisher 10 years prior to actually writing a book. What some things Russell thinks you need to do in order to write a book. And why taking the time to make sure that you wrote a good book is so important. So listen below to hear Russell's advice and find out why it's worth it to write a book. ---Transcript--- Hey everyone, this is Russell again. I hope you guys are doing awesome today. So I apologize that I have not been here for you guys the last three days. I've been here in spirit. Hopefully you had a chance to listen to the last 3 episodes. I've got some of you guys freaking out in the Facebook group about the last 3 episodes. They're like, “I cannot believe you actually gave this.” In fact, if you guys aren't on the Facebook group yet, if you go to projectclickfunnels.com it'll redirect you to the Facebook group. But we've got 40,000 funnel hackers like you hanging out, talking about stuff all day long. So go to projectclickfunnels.com and come join us. But some of you guys are freaking out there like, “Dude, I can't believe Russell shared that.” So for those of you guys who are paying attention, I'm trying to drop gold bombs all the time. Hopefully the last 3 days have been inspiring for you. If that did anything for you, you're going to love the Expert Secrets book. Because it's taking that and going into a lot of depth and it's so exciting. Anyway, I wanted to let you guys know that I'm pretty much done with the book. What? It's been every night, so Monday night I was up til 4:30 and then I had to get up at 7, and then Tuesday night I was up til I think about 3, and that night I remember Dylan Jones, we're racing, I'm trying to get the book done and he's trying to get the survey element done, which I think it's done. I think he's going live today, which is amazing. But we've been racing and I told him, “I have this weird feeling, I've been drinking a lot of caffeine so I can stay awake. I have this thing where I'm wide awake, but I feel like I don't have a soul, because I think my body is a asleep, but my brain and my eyes are awake. It's this weird zombie feeling.” Anyway, I told him that at 2:30 Tuesday night, and at 3 o'clock I hit a wall. So I had to be done after that. And then Wednesday was the next day. Each night I'm getting 3 to 4 hours of sleep, so Wednesday started, luckily I had the day pretty much open so I worked on the book all day, and came home at night and I think I done about, all the days are blending together, I think it was about 2:30 when I went to bed on Wednesday. I pretty much got it for the most part done. And then yesterday I had a bunch of stuff happening. And today's Friday and I've got 2 of these Funnel Fridays which is starting in 15 minutes. If you're not watching Funnel Fridays go to funnelfriday.com we archive them there, but again, I'm dropping these little gold bombs, gold nuggets for you guys in different places, and if you're not watching you're missing out on cool stuff. Each week we build a funnel. We're building one in 15 minutes from now, which is cool. And then I've got decade in a day, so those who join my inner circle, when they first come in we do a thing called Decade in a Day. Basically I spend an hour with you on the phone and we look at your model, figure out what you need to do and point you in the right direction. So I've got 5 or 6 of those today in a row, we let everyone who's in it, listen in. So they listen and hear what everyone else is saying, which is kind of fun. So that's what's happening. So today is a full day too. I've got probably, I would say 2 hours left on the book just ot put all the final images in and I've got two new chapters I added that are just mini chapters. They're two pages just to show how this stuff works in different funnels, so I have to write those as well. Then at that point, I have my editor do one last run and my goal is Monday to submit it to the publisher. So Monday I submit it to the publisher, then I'm done. I can't touch it. I'm not allowed to ever touch it again, which is stressing me out. Then I have to record the audiobook version, which will be happening in a couple of weeks. And then Monday we have our certification event. So we have Certified people coming out Monday. So I'll be speaking at that. And Monday we're actually moving to the new office. It's crazy. The next thirty days are insane. I have three events in the next thirty days. So Monday we move in the office, plus certification, that's Monday, Tuesday. Then I got Wednesday, Thursday, Friday to plan for the FHAT event, which then we have our FHAT event. Which FHAT is F H A T which stands for Funnel Hack A Thon. So this is a new event we're going to rolling out, and hopefully it goes well. But we're taking 30 of our inner circle members through that. So that's happening the next Monday, Tuesday and Wednesday. Then Thursday and Friday I'm supposed to have the 100k meeting, but I'm going to have to miss it because I can't get it all done. So I'm missing the 100k meeting, during those two days we'll be filming the book launch video's and also the FHAT event videos, to launch those two projects. Then I've got a week where I'm trying to do all my presentations for Funnel Hacking Live, and after that we go to Funnel Hacking Live. It's crazy. And then I have a break for a couple of weeks, then we launch the book. So It's insane. If I survive the next thirty days it's going to be pretty amazing. It's funny because I have people that are like, “Oh, I wrote a book.” I had a guy I was talking to the other day and he's like, “I have a presentation in March I'm preparing for.” I'm like, a presentation. I was like, “In the next 30 days, I have 17 or 18 presentations that I haven't started on yet.” I have to get that done in the next 30 days, plus I'm writing a book, plus moving offices, plus there's a lot of other stuff happening behind the scenes of well. Next week, we're launching, obviously we launched the podcast funnel last week, which was cool and brought a lot of you guys to our podcast. Next week we're launching Funnel Graffiti, the week after that we're launching Funnel Manifesto, and we have all these cool things we're rolling out. There's so many fun things happening, I love it. I love Clickfunnels, it makes it so fun and cool to do cool stuff. Anyway, all those things are happening. On top of that trying to be a scout master and a parent and husband and everything else. It's crazy, but it's so fun. I'm having the time of my life. This is, I love it. Alright, today I wanted to share one thing, because people keep asking me about the book. “Russell, should I write a book? Should I not write a book?” So what I wanted to share with you guys is my thoughts on that because this is now book number two. I've written others, I mean this is my second published book. We've got 108 Split tests, which is an awesome book. We've got Funnel Stacking, which is an awesome book we've done. But this is the second real book. And for me it's been stressful. The Dotcom Secrets book took me a year and a half to write. And Expert Secrets book turned into that as well, I thought it was gonna be faster. I was like, I will prepare better this time. But no, it still took almost 18 months from beginning to end. It's funny, my accountant was, which I finally have a good accountant. It's awesome to have someone who's awesome. So he's going through all our stuff and numbers and the end of the year he sent us this report and it's funny because if you look at the book funnel, we've sold almost 100 thousand copies of the Dotcom Secrets book last year. Or maybe since it started, I don't know, whatever it is. But you look at that and it's like how much money we make on those funnels. And it's not a lot. If you look at it, if that was my business was the book, you'd be like, “Oh, wow you made….” I think we netted maybe 100 grand from book sales last year, which depending on who you are could be good or bad. But we sold a lot of books. I averaged a dollar a book, which is horrible. But you look at that, and what was the, from looking at it, was that profitable? No it probably wasn't. But if you look at it like because of that book, what was created? It became the guidebook, the playbook for people to understand funnels, which got people into Clickfunnels, which got people building, which got people into the certification, which got people to go to live events. It became this tool for so many other things. And the Expert Secrets book is the same thing. My goal is to sell 100 thousand copies during the launch month. I want to sell a million copies. In fact, I'm launching a blog documenting how we sold a million copies of this book because I want to show the process and share with everybody. So the question is, is writing a book worth it? A couple of things, first off I'd say at first it's not. But there's a transition point. In fact, I still remember when I actually wrote the book, or decided to write the book, I'd always wanted to. In fact, the reason I bought the domain name Dotcomsecrets originally was because I wanted to buy a book called that. So that was 10 years ago. But I didn't write a book for 10 years. I think you have to earn a book. Some people write a book really quick. And I don't think it's the right timing. But for me, I was sitting at a Carl's Jr with Chad Woolner, my buddy. We were watching our kids play in a playground and he said to me, “Do you know the difference between you and Brendan Burchard and Tony Robins? There's only one thing that I really noticed. I feel like your content is as good, if not better. I feel like all these things, the one thing that they have that you don't have is a book. That's it.” And I was like, huh. That's weird because I don't feel like, there's some weird perception about a book, whatever that is. So that night I was like, I don't know how you are, but I financially commit if I'm going to do something. So I went out there and I was like, I need to find someone to help me with this book. So I found a whole bunch of people and I interviewed a bunch, and spent a whole bunch of money the next day for somebody to be the person. It was Julie Easton, who's my…..helps me write the book. So I gave her a whole bunch of the money and she became….Now I had, I paid someone, this has to happen. And she was writing every single day. It was like “What's next? What's next?” and a year and a half later we had a book. But it was just one of those things. So people always ask me, “Should I write a book? Should I not write a book?” And when all is said and done, I think that you should. I don't think it should, it shouldn't be the first thing you do. But it's something you should do because it is dramatically transformed our positioning, our business, our brand. So I do think it's worth doing, but not at first, but there's a time. So I would say to all you guys to do what I did. 10 years before I wrote my book, “I'm going to write a book.” Just declare, “I'm going to write a book. And this is what the title's going to be and I don't know what it's going to be yet.” Because as soon as I had this, I knew the book, I knew….it's weird because my mind started doing stuff that became the book later. I had to become something to write the book. We had to have stories and stuff. I don't know if subconsciously I declared, “I'm going to write a book.” In fact, I even paid Morgan James who did our publishing; I paid him for the book 10 years ago. You could ask him. Every time I saw him for the next year he was like, “So when's the book coming?” I was like, “It's coming soon.” But I paid it 10 years prior, I paid the bill for the book. So when the book came out he was li,,e “I never thought you were actually going to write this.” But I had put it out there. I paid money to start it, and then I was doing life but because of that it made me create the book. It made me create the stuff to have that I think that it should be the goal for all you guys to write a book. Because I think it's important. I think if I was you guys, I would make sure you write a good book. I've had some friends write books that were like, they did this thing where they busted out a book in a weekend and it became a bad book and it didn't help them, it actually hurt them a lot of times. In fact, I had a guy who I respected a lot, and then I read his book and I lost all respect for him because I was like, “That book made me think you have no idea what you're talking about.” So I think it's worth writing a good book. So I'd say if I was you guys, depending on where you're at in your path say, “I'm going to write a book.” Just make that a thing and even buy a domain name, get the e-cover designed. Be like, “I have a book now, I'm an author. I'm writing a book.” Tell people that, “I'm writing a book.” “What's it about?” “I don't know yet, but I'm writing it.” Just to kind of put it out there. And then start becoming who you gotta become to write the book. You have to earn the book. Go out there and if you're writing a book on weight loss, go get a hundred clients and help them lose a lot of weight so you can understand intimately the process so you when you do write the book, you will a different perspective. When I had the idea for Dotcom Secrets, I had like 4 funnels in the internet marketing niche and the potato gun niche and a couple little things, but I didn't, I wasn't worthy of writing that book yet. But because I did that, I started coaching people and started learning and I started to launch my own. We did supplement funnels and weight loss funnels and from that learning and education I learned all the stuff and then I was able to write this book. But if I didn't have that, this thing out there, who knows if I would have ever written it. And now, the Expert Secrets book is out there and it's been written out and it's the next piece. What we're trying to do with our company and our mission and how we're trying to effect people, it is a book, it is the thing if I do it right, if I execute it correctly, which I hope I will, it's going to expand our market and bring us out to the masses and get this main stream. That's why I feel called to write this book and I'm so proud of it. I said on Snapchat the other day, “After writing this book I almost hate the Dotcom Secrets book.” It was an amazing book, I'm proud of it. But compared to what's been created here….I'm so excited for people to have this. It's going to change people and it's going to cause movements and it's going to be awesome. With that said, I've got Funnel Fridays in 7 minutes. I've got to get in here and get started. That's my thoughts on writing a book. It's worth the journey and when you're ready for it, you'll know and then it will become a transforming piece in your positioning and in your brand and in you as person. That's what I got for you. Alright guys, I'm out of here. Have a great day. I'll talk to you soon. Bye everybody.

decade snapchat split certified write a book soit clickfunnels tony robins expert secrets funnel hacking live dotcom secrets dylan jones morgan james brendan burchard fhat funnel fridays funnel hackathon

Should You Write A Book?

Play Episode Listen Later Jan 27, 2017 13:31

After finishing book #2, these are my thoughts on weather or not you should actually write a book. On this episode Russell talks about finally completing his Expert Secrets book as he’s about to send it off to the publisher. He also gives some advice on whether or not others who have asked him, should write a book as well. Here is some of the gold you will hear in this episode: Why Russell bought a domain name and paid a publisher 10 years prior to actually writing a book. What some things Russell thinks you need to do in order to write a book. And why taking the time to make sure that you wrote a good book is so important. So listen below to hear Russell’s advice and find out why it’s worth it to write a book. ---Transcript--- Hey everyone, this is Russell again. I hope you guys are doing awesome today. So I apologize that I have not been here for you guys the last three days. I’ve been here in spirit. Hopefully you had a chance to listen to the last 3 episodes. I’ve got some of you guys freaking out in the Facebook group about the last 3 episodes. They’re like, “I cannot believe you actually gave this.” In fact, if you guys aren’t on the Facebook group yet, if you go to projectclickfunnels.com it’ll redirect you to the Facebook group. But we’ve got 40,000 funnel hackers like you hanging out, talking about stuff all day long. So go to projectclickfunnels.com and come join us. But some of you guys are freaking out there like, “Dude, I can’t believe Russell shared that.” So for those of you guys who are paying attention, I’m trying to drop gold bombs all the time. Hopefully the last 3 days have been inspiring for you. If that did anything for you, you’re going to love the Expert Secrets book. Because it’s taking that and going into a lot of depth and it’s so exciting. Anyway, I wanted to let you guys know that I’m pretty much done with the book. What? It’s been every night, so Monday night I was up til 4:30 and then I had to get up at 7, and then Tuesday night I was up til I think about 3, and that night I remember Dylan Jones, we’re racing, I’m trying to get the book done and he’s trying to get the survey element done, which I think it’s done. I think he’s going live today, which is amazing. But we’ve been racing and I told him, “I have this weird feeling, I’ve been drinking a lot of caffeine so I can stay awake. I have this thing where I’m wide awake, but I feel like I don’t have a soul, because I think my body is a asleep, but my brain and my eyes are awake. It’s this weird zombie feeling.” Anyway, I told him that at 2:30 Tuesday night, and at 3 o’clock I hit a wall. So I had to be done after that. And then Wednesday was the next day. Each night I’m getting 3 to 4 hours of sleep, so Wednesday started, luckily I had the day pretty much open so I worked on the book all day, and came home at night and I think I done about, all the days are blending together, I think it was about 2:30 when I went to bed on Wednesday. I pretty much got it for the most part done. And then yesterday I had a bunch of stuff happening. And today’s Friday and I’ve got 2 of these Funnel Fridays which is starting in 15 minutes. If you’re not watching Funnel Fridays go to funnelfriday.com we archive them there, but again, I’m dropping these little gold bombs, gold nuggets for you guys in different places, and if you’re not watching you’re missing out on cool stuff. Each week we build a funnel. We’re building one in 15 minutes from now, which is cool. And then I’ve got decade in a day, so those who join my inner circle, when they first come in we do a thing called Decade in a Day. Basically I spend an hour with you on the phone and we look at your model, figure out what you need to do and point you in the right direction. So I’ve got 5 or 6 of those today in a row, we let everyone who’s in it, listen in. So they listen and hear what everyone else is saying, which is kind of fun. So that’s what’s happening. So today is a full day too. I’ve got probably, I would say 2 hours left on the book just ot put all the final images in and I’ve got two new chapters I added that are just mini chapters. They’re two pages just to show how this stuff works in different funnels, so I have to write those as well. Then at that point, I have my editor do one last run and my goal is Monday to submit it to the publisher. So Monday I submit it to the publisher, then I’m done. I can’t touch it. I’m not allowed to ever touch it again, which is stressing me out. Then I have to record the audiobook version, which will be happening in a couple of weeks. And then Monday we have our certification event. So we have Certified people coming out Monday. So I’ll be speaking at that. And Monday we’re actually moving to the new office. It’s crazy. The next thirty days are insane. I have three events in the next thirty days. So Monday we move in the office, plus certification, that’s Monday, Tuesday. Then I got Wednesday, Thursday, Friday to plan for the FHAT event, which then we have our FHAT event. Which FHAT is F H A T which stands for Funnel Hack A Thon. So this is a new event we’re going to rolling out, and hopefully it goes well. But we’re taking 30 of our inner circle members through that. So that’s happening the next Monday, Tuesday and Wednesday. Then Thursday and Friday I’m supposed to have the 100k meeting, but I’m going to have to miss it because I can’t get it all done. So I’m missing the 100k meeting, during those two days we’ll be filming the book launch video’s and also the FHAT event videos, to launch those two projects. Then I’ve got a week where I’m trying to do all my presentations for Funnel Hacking Live, and after that we go to Funnel Hacking Live. It’s crazy. And then I have a break for a couple of weeks, then we launch the book. So It’s insane. If I survive the next thirty days it’s going to be pretty amazing. It’s funny because I have people that are like, “Oh, I wrote a book.” I had a guy I was talking to the other day and he’s like, “I have a presentation in March I’m preparing for.” I’m like, a presentation. I was like, “In the next 30 days, I have 17 or 18 presentations that I haven’t started on yet.” I have to get that done in the next 30 days, plus I’m writing a book, plus moving offices, plus there’s a lot of other stuff happening behind the scenes of well. Next week, we’re launching, obviously we launched the podcast funnel last week, which was cool and brought a lot of you guys to our podcast. Next week we’re launching Funnel Graffiti, the week after that we’re launching Funnel Manifesto, and we have all these cool things we’re rolling out. There’s so many fun things happening, I love it. I love Clickfunnels, it makes it so fun and cool to do cool stuff. Anyway, all those things are happening. On top of that trying to be a scout master and a parent and husband and everything else. It’s crazy, but it’s so fun. I’m having the time of my life. This is, I love it. Alright, today I wanted to share one thing, because people keep asking me about the book. “Russell, should I write a book? Should I not write a book?” So what I wanted to share with you guys is my thoughts on that because this is now book number two. I’ve written others, I mean this is my second published book. We’ve got 108 Split tests, which is an awesome book. We’ve got Funnel Stacking, which is an awesome book we’ve done. But this is the second real book. And for me it’s been stressful. The Dotcom Secrets book took me a year and a half to write. And Expert Secrets book turned into that as well, I thought it was gonna be faster. I was like, I will prepare better this time. But no, it still took almost 18 months from beginning to end. It’s funny, my accountant was, which I finally have a good accountant. It’s awesome to have someone who’s awesome. So he’s going through all our stuff and numbers and the end of the year he sent us this report and it’s funny because if you look at the book funnel, we’ve sold almost 100 thousand copies of the Dotcom Secrets book last year. Or maybe since it started, I don’t know, whatever it is. But you look at that and it’s like how much money we make on those funnels. And it’s not a lot. If you look at it, if that was my business was the book, you’d be like, “Oh, wow you made….” I think we netted maybe 100 grand from book sales last year, which depending on who you are could be good or bad. But we sold a lot of books. I averaged a dollar a book, which is horrible. But you look at that, and what was the, from looking at it, was that profitable? No it probably wasn’t. But if you look at it like because of that book, what was created? It became the guidebook, the playbook for people to understand funnels, which got people into Clickfunnels, which got people building, which got people into the certification, which got people to go to live events. It became this tool for so many other things. And the Expert Secrets book is the same thing. My goal is to sell 100 thousand copies during the launch month. I want to sell a million copies. In fact, I’m launching a blog documenting how we sold a million copies of this book because I want to show the process and share with everybody. So the question is, is writing a book worth it? A couple of things, first off I’d say at first it’s not. But there’s a transition point. In fact, I still remember when I actually wrote the book, or decided to write the book, I’d always wanted to. In fact, the reason I bought the domain name Dotcomsecrets originally was because I wanted to buy a book called that. So that was 10 years ago. But I didn’t write a book for 10 years. I think you have to earn a book. Some people write a book really quick. And I don’t think it’s the right timing. But for me, I was sitting at a Carl’s Jr with Chad Woolner, my buddy. We were watching our kids play in a playground and he said to me, “Do you know the difference between you and Brendan Burchard and Tony Robins? There’s only one thing that I really noticed. I feel like your content is as good, if not better. I feel like all these things, the one thing that they have that you don’t have is a book. That’s it.” And I was like, huh. That’s weird because I don’t feel like, there’s some weird perception about a book, whatever that is. So that night I was like, I don’t know how you are, but I financially commit if I’m going to do something. So I went out there and I was like, I need to find someone to help me with this book. So I found a whole bunch of people and I interviewed a bunch, and spent a whole bunch of money the next day for somebody to be the person. It was Julie Easton, who’s my…..helps me write the book. So I gave her a whole bunch of the money and she became….Now I had, I paid someone, this has to happen. And she was writing every single day. It was like “What’s next? What’s next?” and a year and a half later we had a book. But it was just one of those things. So people always ask me, “Should I write a book? Should I not write a book?” And when all is said and done, I think that you should. I don’t think it should, it shouldn’t be the first thing you do. But it’s something you should do because it is dramatically transformed our positioning, our business, our brand. So I do think it’s worth doing, but not at first, but there’s a time. So I would say to all you guys to do what I did. 10 years before I wrote my book, “I’m going to write a book.” Just declare, “I’m going to write a book. And this is what the title’s going to be and I don’t know what it’s going to be yet.” Because as soon as I had this, I knew the book, I knew….it’s weird because my mind started doing stuff that became the book later. I had to become something to write the book. We had to have stories and stuff. I don’t know if subconsciously I declared, “I’m going to write a book.” In fact, I even paid Morgan James who did our publishing; I paid him for the book 10 years ago. You could ask him. Every time I saw him for the next year he was like, “So when’s the book coming?” I was like, “It’s coming soon.” But I paid it 10 years prior, I paid the bill for the book. So when the book came out he was li,,e “I never thought you were actually going to write this.” But I had put it out there. I paid money to start it, and then I was doing life but because of that it made me create the book. It made me create the stuff to have that I think that it should be the goal for all you guys to write a book. Because I think it’s important. I think if I was you guys, I would make sure you write a good book. I’ve had some friends write books that were like, they did this thing where they busted out a book in a weekend and it became a bad book and it didn’t help them, it actually hurt them a lot of times. In fact, I had a guy who I respected a lot, and then I read his book and I lost all respect for him because I was like, “That book made me think you have no idea what you’re talking about.” So I think it’s worth writing a good book. So I’d say if I was you guys, depending on where you’re at in your path say, “I’m going to write a book.” Just make that a thing and even buy a domain name, get the e-cover designed. Be like, “I have a book now, I’m an author. I’m writing a book.” Tell people that, “I’m writing a book.” “What’s it about?” “I don’t know yet, but I’m writing it.” Just to kind of put it out there. And then start becoming who you gotta become to write the book. You have to earn the book. Go out there and if you’re writing a book on weight loss, go get a hundred clients and help them lose a lot of weight so you can understand intimately the process so you when you do write the book, you will a different perspective. When I had the idea for Dotcom Secrets, I had like 4 funnels in the internet marketing niche and the potato gun niche and a couple little things, but I didn’t, I wasn’t worthy of writing that book yet. But because I did that, I started coaching people and started learning and I started to launch my own. We did supplement funnels and weight loss funnels and from that learning and education I learned all the stuff and then I was able to write this book. But if I didn’t have that, this thing out there, who knows if I would have ever written it. And now, the Expert Secrets book is out there and it’s been written out and it’s the next piece. What we’re trying to do with our company and our mission and how we’re trying to effect people, it is a book, it is the thing if I do it right, if I execute it correctly, which I hope I will, it’s going to expand our market and bring us out to the masses and get this main stream. That’s why I feel called to write this book and I’m so proud of it. I said on Snapchat the other day, “After writing this book I almost hate the Dotcom Secrets book.” It was an amazing book, I’m proud of it. But compared to what’s been created here….I’m so excited for people to have this. It’s going to change people and it’s going to cause movements and it’s going to be awesome. With that said, I’ve got Funnel Fridays in 7 minutes. I’ve got to get in here and get started. That’s my thoughts on writing a book. It’s worth the journey and when you’re ready for it, you’ll know and then it will become a transforming piece in your positioning and in your brand and in you as person. That’s what I got for you. Alright guys, I’m out of here. Have a great day. I’ll talk to you soon. Bye everybody.

decade snapchat split certified write a book soit clickfunnels expert secrets funnel hacking live dotcom secrets dylan jones morgan james brendan burchard fhat funnel fridays funnel hackathon

Proof Is Power

Play Episode Listen Later Jan 20, 2017 14:20

Some dude snapchatted me and check out what happened next… On today's episode Russell talks about how having proof of the results you give people will help you gain more sells. He also talks about a new event that will be launching a practice run with inner circle members in two weeks. Here are some interesting things on today's episode: Find out how a single Facebook post ended up bringing about a 43 person wait list to be in Russell's Inner Circle group. Find out what kind of event Russell is launching in two weeks. And figure out how you can use proof to bring more people into your business. So listen below to find out how proof is power. ---Transcript--- Hey everyone, this is Russell Brunson, I think I'm going to change the name of our podcast to Marketing During Snow days. We just had Snow day number 6. I'm at the house in the snow and yes, I'm praying that the snow melts so our kids can go to school. Plus we're supposed to have three trucks bringing all the stuff for the new Clickfunnels office today, and they all got stuck in the snow. So we've been delayed another day in getting our office finished and moved in which makes me want to cry a lot. Some cool stuff, though, while we're hanging out. Steven came over. He's been reading the Expert Secrets book. He's the first person to actually read the final, the almost final draft. I'm curious your thoughts so far. Steven: it's pretty much going to change everyone's life again. You know how the first book changed your life. Get ready to change it again. You were seeing in color, it's actually going to be more vibrant. Russell: We're going to color. Steve: it's really good though. This is fantastic. I sit next to Russell and I hear him say this stuff and now I'm actually reading it like, oh my gosh. Oh my gosh! I'm not going to sleep tonight. Russell: I'm so excited. This book has got twice as many pictures or more. And yes, we're working right now. So we're launching a new event called the Funnel Hackathon event, or FHAT for short. Our FHAT event. We're going to be doing a test run, is it two weeks? Or three weeks? In two weeks for some of our inner circle members and it's going to be amazing. It's basically going to be a three day workshop style, where everything in the Expert Secrets and Dotcom Secrets books, we plug in and actually build it with you live. Kind of a good example, most people, this is how I kind of learned as well. I'll go through and read a book or course and I'll immerse and go through all this stuff, and I learn so much of it and I'm like, “I gotta go implement it. Oh wait, I gotta get back to the real world.” And then you never do. It's interesting, I was talking to Brandon and Kaylin, who are inner circle members who are crushing it. And what he's said, the way he did it, which was different. I was like, it's different but I think it's right. He said that they sat down with the book and the audio and everything. We listened to part and paused it. And then we stopped and figured out that piece. Then we push play again. Listen to it, stop, paused it and figured out that piece. What we did, after we were done with the book and training, we had our attractive character built out, we had our soap opera sequence, all the pieces were done. Most people don't do it that way. Most people learn it and try to go back and implement. They forgot stuff, or don't have time now, all sorts of things. We wanted to make an experience where people leave their environment. Actually we wanted to make it even cooler, we wanted to make this a pilgrimage. The Muslims do a pilgrimage to Mecca once in their life. They go and do their thing. When I was wrestling in high school, we used to do a pilgrimage, called it the pilgrimage to Iowa, because Dan Gable, the greatest wrestler in our sport ran wrestling camps in Iowa. So our whole high school career, everyone saved up money through a pilgrimage to Iowa so that I could be coached by Dan Gable. My junior year in high school I finally made. I saved up my money and went. We went to practice with the Iowa guys. We met Dan Gable, shook his hand. I was like, “I just shook Dan Gable's hand. There's no way I can't win.” It's done, it's over. So I want to make this a pilgrimage, people come to Boise to get their funnel done. We keep talking about how you're one funnel away from whatever it is for you. We want that to be, “you're one funnel away, come to Boise and we'll build that out.” In this event. So we're doing our first FHAT event for the inner circle members in two weeks. So Steven is working on the workbook right now for that. And then that's kind of the initial game plan. And then if it goes well, as we think it will, we'll start doing those more often here in Boise and have people come back. So that's what we're working on today, which is fun. So anyway, hopefully all of you guys will want to come do your pilgrimage to Boise, because it will be amazing. With that said, I wanted to share with you guys something amazing. It's been interesting, over the last month or so, we've been reworking some of our offers. Our certification program, for one. We launched it at the first funnel hacking live event. We brought a group through and then we closed it for an entire year. At the second Funnel Hacking Live event we reopened it up, brought in another group of people and then a couple of months later we opened it up, we've had people coming in more consistently. If you haven't gone through the certification program, I don't care if you're a business owner or if you are someone looking for a new business opportunity, you should come through it. If you go to cfcertified.com you can see info about the certification program. But as it's been another year and we're trying to rebuild the webinar and change things, we're looking and all these success stories of people who have come through in the last year. We're looking at all those things and we're like, “Man, we could literally just have a webinar, here's 50 people that have made their money back, plus more. Or have doubled their money or 3x'd their money. Or have built huge careers on the back of this now, because we have so much proof that this process works. It just works like magic. So we're like, “What if we just, instead of trying to sell this and work really hard at it, what if we just did a proof webinar.” Like, “Hey, if you're thinking about getting certified, here's 50 people who have done it. Here are their stories.” And that was the webinar, how interesting. It reminded me of rewind back in the day. John Reese, he launched the first internet marketing product, which made a million dollars in a day. It was called Traffic Secrets. He did the big launch, in fact, if you go to archive.org, they have this thing called the wayback machine. You can type in www.trafficsecrets.com into there. And then look at, I think it was in 2005, 2004, whenever the initial launch was. You'll see this sales letter. It's this big, huge long form sales letter with testimonials, it was amazing. Then after the initial launch they shut it down and a year later they rrelaunched it. And when the relaunch happened the sales letter was completely different. All it was, was a big headline that said, “Proof.” And then it was 150 pages of testimonials of everybody who had success with the program. That's all it was, then order button at the bottom. Then they relaunch it and made as much, if not more money the second time. It was like, “Here's proof of the thing you heard about, actually is legit. So anyway, I was thinking about that. What's kind of cool is we tested this and it wasn't on purpose. We didn't mean to do this on purpose but, dang it worked really, really good. So I'm going to share with you. So some of you guys know Dan Henrie, who is in the Clickfunnels group. He read the Dotom Secrets book. And then he did a perfect webinar. He just, how long ago was that? Do you remember? Steven: Um, I think it was 5 or 6 months. Russell: Yeah, 5 or 6 months ago. So he launched the perfect webinar and he just passed it, or is about to pass it? Steven: Just passed a million. Russell: So he just passed the million dollar mark. And this a guy who prior didn't have any of those things happening. So reads a book, does a perfect webinar, makes a million bucks and it's awesome. So we've been teasing him relentlessly. “Hey you should join the inner circle.” And the inner circle, a lot of you guys know, it's usually full. There's 100 spots, so for the most part we don't advertize it at all anymore because it's always full. People re-up year after year, which is really cool and kind of a testament of how good of a program it is. But every once in a while we get someone who doesn't re-up for whatever reason. Sometimes it's….whatever. Everyone's got a reason. Some people feel like, they're good now. Some people just don't re-up because, honestly I have no idea. I can't fathom why people wouldn't. But there's some people who don't. So usually it hover around anywhere from probably 95, 93, members that are in there. So we always have a couple of spots that are there. So we don't do any active promoting, but people just kind of trickle in. They hear about it on the podcast and they apply and if there's room we let them in. If not we say, “sorry.” And put them on a waiting list. Every once in a while we'll open up a waiting list. For the most part, we don't advertize anymore, it's just there. So right now, I don't know how many spots we had left, I would say probably a handful, 5 or 6 spots were still left. I was like, “Do we turn ads back on to promote?” or whatever, I was thinking about it. Then Dan Snapchatted me and he was like, it was a picture of his Stripe account for the day and he made $25,380, something like that. He said something like, “Finally decided to join the inner circle and take the plunge, I'll just use today's earnings from my webinar to cover it.” Or something like that, it was really cool. So I took a screen shot of it on Snapchat and posted in our Facebook group and just said, it had his picture from Snapchat and it said, “Step one, get the perfect webinar script for $4.99. Step number two, get Clickfunnels. Step number three, join Russell's inner circle.” And it had a link to russellbrunson.com, which is where people apply. So I posted that to our Facebook group and that's it. And what's insane is can you guys guess, before I tell you the number, I want you to guess how many applications that we've got in the last, what is today? Thursday. So it's been 2 ½ days. So in the last 2 ½ days, guess how many inner circle applications have come in from that one post? I just laugh because it's so hilarious. What's your guess? I don't want to tell you yet, I want you to guess. Okay, on the count of three, you're going to say your number out loud. 1, 2, 3 blah. What did you say? Did you guess 5, did you guess 10, did you guess 20, 25, did you guess 30? Well if you guessed 30 you are way too low. We ended up from that one post in our Facebook group, with 43 new applications for inner circle, which is insane. Because we literally, I think we've got 3 or 4 spots, I don't know the exact number. But 3 or 4 spots are open before our next set of meetings. Isn't that crazy? And it wasn't me selling anything, it was just proof. Boom, here's proof. So for you guys, I want you to start thinking more and more about that. Most of us are amazing at getting results for the people we serve, but we're horrible at getting, capturing the stories of that. It doesn't have to be this huge thing. It can be just capturing it. A good example is in December we launched our Funnel Immersion Fire Sale, Some of you guys may remember that. We sold a ton of them. In our Facebook group everyone started commenting, “This is amazing. This is the greatest thing in the world.” People were like, “Shut up and take my money.” Everyone commenting about how good it was, so anyway, we ended up closing it down and what we did is made, we turned that into an upsell for one of our products. And it's a $300 product, so normally for a $300 product I have to have a really good video to convince people to buy it. But we didn't have time for that, so all I did was, we had a video of me like, “ hey, if you want this other course, it's really cool. You should get it. It's $300” then underneath the video we just had screenshots of other people's Facebook things talking about how amazing it is. And right now that upsell is converting probably about 2 to 3 times higher than I thought it was going to for a $300 offer, which is insane. Again, it's just proof, tons and tons of proof. What I would say for you guys is start gathering proof. That's the key. That is the key to this game. Gathering proof, gathering testimonials. People say something nice on Facebook, snap, screen shot it. Somebody Snapchats you nice things, screen shot it. Somebody does something amazing, pay for them to fly to you and capture it on video. If yo look at how we sell the inner circle, initially I went and served and worked for Drew Canoli for free, gave him a huge result, built him a funnel which by the way, I just found out that funnel's done over 25 million dollars since I hung out with him, isn't that crazy? I should charge more for the inner circle, it's insane. But 25 million bucks he's made with that funnel so far, and it's still cranking. All he did was made a video and talked about the result we gave him and that video is what launched inner circle. A little while later someone named Liz Benney saw a good looking picture of Drew Canoli, applied for inner circle, came in and we gave her a good result. And when she came to Boise, we captured that result, posted that video online and that video has continued to fill inner circle. But it's all come down to proof. It's funny, if you look at Liz's testimony, go to russellbrunson.com and look at Liz's testimonial. She never once talks about how money she made, no income claims, no nothing, just her talking about her experience with working with me. That's it. And that has filled our inner circle and you can do the math. It's $25 grand to join the inner circle, times 100 people. It's a good program and it's built off of proof. So become fanatical at getting results for people and then in return capture those results. Not only are they going to be okay with that, most of the time they are excited by that. It's you talking about how great they did, and us as human beings, we happen to like that. Remember a couple of episodes ago we talked about significance. We all like it, even if we hate it. It's there, so don't…..get people their significance. If they're doing good stuff, they want to tell their story and most people would love to have you share it, so capture it in whatever format you can because that's the future of sales. Someone asked me on a podcast interview a little while ago, “What's the future of internet marketing as you see it.” I was like, “I think the future is a lot less selling and a lot more us showing results of people we got.” Because that's believable. People inherently believe Facebook posts, so those look good. People inherently believe videos that are emotionally connected. Those things are belief because they're real. So focusing on that. Anyway, that's what I got, I gotta get back to the book because I have to finish this book this week or else it won't be published in time for the launch date of April 18th. So I'm hustling. Hopefully this gave you guys some value. Go capture some proof and if you want to get in inner circle, there's 43 people online, but if you hurry maybe you'll be a better fit than one of the other people. So go to russellbrunson.com if you're ready for that. That's it you guys. Appreciate you all, have an amazing day and we'll talk to you all again soon.

Proof Is Power