Podcasts about fhat event

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.

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

Boom, what's going on, everyone? Steve Larsen from Sales Funnel Radio.   I am excited for this episode. Well, to be honest, I'm actually freaked out. This is my 2019 goal.   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 everyone?   Hey, so every single year I do this, and it's the scariest thing I do every single year. This is my fifth year in a row of doing this.   If you wanna see the past goals I've made year by year, you actually can find them on the youtube channel. You go to salesfunnelradio.tv,  and it'll take you to the actual youtube channel. If you want to check it out there - you can see the playlist of my previous years' goals.   Well, every single year I do this. And I remember the first time I ever did this. I was in this place of desperation. I was going into the army. In fact, you can see I have a shaved head. There's almost no fat on my body for some of those videos in there.   I remember sitting back and just thinking, “I'm tired.” guys. I'm tired of not having what I wanna have. I need to start doing things that are more drastic. And that's kind of what I was going through in my head at that time.   So I grabbed my computer, and I literally had traded funnels for the computer I was using. Actually no, not at that time. I don't even know that I really knew what a funnel was when I made that first video.   When I think back about it. I was taking a lot of traffic courses. Yeah, okay, that's what it was! Wait a second, so at the time what was going on, I was probably at business try, let's see, that was around number eight or nine, maybe ten.   I was a traffic driver for Paul Mitchell.  I’d had my first thousand dollar day, and it blew my mind. I was like "Holy Crap!" I was working with another guy at the time, we split the check, but still, $500 in a single day for me, I had never done that. And I was super blown away, guys. That was nuts. Absolutely insane for me.   We were living on a grand a month, basically, I believe. Something like that, anyways. It was hardly any money. And I was tired of it.   We’d been married for three years by that time and I was sick of being poor.   You can actually hear me in the very first thing say that: "I'm tired of being poor. "I'm tired of not having the things I'd like to have. "I'm tired of not having a lifestyle."   And honestly the biggest internal reason? I was tired of feeling like I couldn't provide for my family. I was sick of all of it.   I was like, I need to start doing bigger things. I need to start doing big, drastic things in my life that are the big disruptive activities that literally catapult me to new levels.   So the new goal that I made, the huge big goal that I made that very first video, five years ago, again you can see it, and you can see the progression year by year, which is crazy. I never thought I was starting a thing by doing this. But you can see, the big goal, I wanted to just do an extra thousand dollars a month.   I was like, “If I could just do,” and I didn't know how. I was like , “If I could just do a thousand dollars a month that would radically transform our lives.”   ...I mean, we would eat a little bit better. We would eat more. We could actually eat in general. I was just sick of it. I gotta be honest with you guys.   Looking back on what's happened in the last five years, first of all, is ridiculous. I didn't really figure out the game for the first two years doing these videos.   Then two years ago I was like, “Oh snap, the pattern's everywhere”... and then this last year, I decided to actually test the pattern, and I left my job. Scary, scary, scary stuff.   But when I think about it and the things that have propelled me, I actually wrote this on my window. It says Play Angry. I'm not an angry guy, but when I remember back to what life was like before I started doing this stuff…   I worked my face off, guys. I worked so freaking hard. I know the reason why stuff has happened really well in the last, especially two years. It's 'cause I worked really freakin' hard.   I only took two days for Christmas, and that's not necessarily a badge of honor. I actually wanna change that, and that's part of what I want to talk about for my goal for this upcoming year, but I work hard. I work really hard. I just get after it.   Nine times out of ten, I have no idea what the plan totally is. I'm just taking action. I'm just doing stuff.   So as I look back at the things that have really kept me moving forward, like, “Yes, there's this strategy, that strategy... Remember to do this before that...” That's great, and it's helpful.   But 80% of it is just me remembering the crap that I was going through and what life was like without having known or doing the things that I'm doing now - which sucked. I mean, “Oh my gosh, life was hard.”   ...So I'm excited for this. I'm not gonna lie, I'm actually nervous about this. I hate posting these videos. It's one of the reasons I do it: I hate it. It freaks me out. I don't want to tell you all my goal.   I don't wanna account for every previous year every single January. I hate New Year's resolutions, I think they're stupid. Why am I gonna do that once a year?   At the end of every single month I think through the goal, what I'm doing next month, I make sure that all the things and activities I'm doing are heading me to that target more closely. I'm not doing that once a year, that's stupid. So, anyway, I guess an effort for me to accept a little more of that resolution thing is to do this.   If you guys have never seen me do one of these episodes, or declare my goal publicly - what I do is I account for the last year.   It's not to throw mud in anyone's face. It literally is so you can go back and watch:   Year #1: Here’s Stephen when he had no money and was completely broke.   Year #2:  Still broke. He still hasn’t figured it out.   Year #3: Still broke, but it’s a lot more breakeven.   Year #4: Wow, lotta cash coming. Oh, my gosh.   Year #5: Stephen left his job... Holy smokes, why? What did he learn?   I'm trying to be super freakishly transparent in a way that’s not that popular anymore. It's not me saying, "Woe is me. Look how weak and vulnerable I am." No, no, no, no. Not at all. That’s NOT the point.   I'm trying to do is document everything I'm doing on the way so that you can see my journey.   Being broke was one of the most painful things I've ever been through in my life. And it almost had nothing to do with the money. It had everything to do with my feelings of inability. It wrecked my brain, guys.   It sucked, I don't want to feel like that. That's something that I'm really afraid of. I'm open to talk about that...   So I worked my face off, and after applying a few of these patterns, things really started to work. And then things really started working.   Anyway, so at the beginning of this I always go through and account for last year, and then tell you what my goal is going to be this next year, fiscally.   There's really only two, maybe three goals that I ever set. EVER. Anyway, so I'm gonna go through the fiscal goal for this upcoming year, and then my plan to get it. Which I'm really pumped about.   There's something that I, this episode is a little bit different than the previous ones that I've done where I just kind of say the goal. I want to tell you what I'm trying to do and... there's a gap, guys. There's a hole…   Literally two days ago, I realized that it was starting to appear in me. And I think I know how to fix it, but I'm freaked out about this one area, and I'm gonna solve it. It's just been really challenging.   So anyways, I'm excited about this though…   'Kay, so here it is, okay?   # January 1st, 2018, I left my job. And just to be clear, I had NO team. I had NO additional revenue at all. I had absolutely zero. I didn't have a product. I wasn't running any funnels, I didn't have a script.   Guys, I left with nothing.   I'm actually shocked how much hate mail I got by leaving ClickFunnels. Which is stupid, by the way. That's my choice, no one else's.   But when I left ClickFunnels, the reason I did it was because I had been coaching so many people in the Two Comma Club coaching program at ClickFunnels, that I started seeing these patterns of what was making somebody successful and what wasn't.   There were these holes and these gaps. And I was learning how to do is fill in those holes. Regardless of the product, the price point, or the industry that anyone was in, I was able to go through and figure out, "oh my gosh, this is how you fix it!"   I’d create my own framework and drop it in front of them, and BOOM!   I helped create a lot of millionaires in that program. Literally. A lot of hundred-thousandaires, which is still really good, and tons of people made money for the first time in their life on the internet.   I started getting better and better, and better, and better, better.   I'd already been doing the Two Comma Club coaching program for over a year at least, probably almost a year and a half by the time I left ClickFunnels.   So there were two reasons why I left ClickFunnels:   Number one:  I just knew in my bones I'm an entrepreneur. I just know that, and I'm trying to be more true to myself. I'm trying to find me. And I know that I'm an entrepreneur.   So the longer I stayed at ClickFunnels, regardless of how amazing it is over there and regardless of how dumb it looked for me to leave, and how cushy and amazing and plush and secure that job was... it wasn't me. So I left.   I had to grow some balls and just do it.   So number one, I had to get out of there.   That was one of the hardest decisions I've ever made in my life. Okay, literally. And it still hurts. It’s hard that I only live like three miles away from ClickFunnels, 'Cause I just wanna go in sometimes, and be like "What's up? You all are awesome! Hey, can I just hang out for a bit?"   I tried really hard not to be that kid that just won't leave. You know what I mean?   So I just didn't show up for the first three months. 'Cause I didn't want to be like "What's up guys, how you doing? Hey, remember I said I left, but I'm not leaving. How are ya?  So I left... and really made sure I left.   Number Two: The second reason was that I’d become very confident in the frameworks I was producing. When I was coaching, I knew that if people just did it, they would make money - eventually.   There might be some in-between things that they need to fix, which usually had to do with their personality and NOT my framework. But eventually, it would work.   A lot of good marketers do this, guys. You gotta think about this, right? I started asking myself the question…   I remember this was June 2017, and I started asking myself the question: “What is something huge, like really big, like the biggest thing I can think to have to go through to prove that I know this stuff?”   Straight up, I don't know, what's the word, prowess.  I was trying to, not as a "look at me," but it was to prove to myself and others that I wasn't just building funnels in the corner.   I knew there was more. I knew there was more. And I knew that my frameworks worked. So I started asking myself the question: “What's something that's so big that it would be hard for people to not notice me?” You know what I mean?   Again, it's not like an out of a "look at me!" mentality. But it represented so much - because of all the crap I had gone through. And all the stuff that had gone on in my life up until that point.   I was like, “I need a crucible.”There needs to be this big event. What's the craziest thing I could fathom going through to prove to myself that I could do it? Almost like going full circle and healing parts of me that weren't healed about what I had gone through. You know what I mean?   ...And then especially, “How can I prove to myself that what I am teaching?” I know it works!   If I go to the gym and I'm like "Hey, I wanna lose weight," I will never hire someone who's overweight, right? I don't want to be a hypocrite and be the guy who's teaching stuff that he hasn't done…   And that really got in my head, and it started giving me a complex. I knew that what I was teaching worked because I was seeing other people do it. But I hadn't done it. And to me that's freaking blasphemy. It's like, it's so stupid.   I'm never gonna hire somebody who's broke to teach me how to make money...   I follow the principle of the guy who has the biggest cheese. Sausage number one man. Right, who's the guy, who's the lady, who's the person out there who has done it so much, right, and they can teach it so well because they are speaking from experience?   I wanted to be that kind of person. I wanted to prove that my frameworks work.   So I thought to myself, "Self, what if you left your job with no assets, no income, no funnel?”  Like, this is freaking extreme! I know it is. And I'm not recommending that anybody do that.   For me, and where I was, that was the right answer.  I was like "That's insane." And I went back and forth for a few months like, "Are you kidding? That's stupid, dude! Why would you do that? You're gonna leave?" And like, “Yeah, but it's the ultimate, it does work."   How do I know?   Because I jumped out of a moving airplane with no parachute and built it on the way down.   Again, scary, risky, risky like crazy. That's risky.   And so anyways, I'm super proud. I obviously wish I had made more this year. Who doesn't wish that? But I'm really proud that it worked. And that I knew the frameworks and the models and the formulas to make the game work so well that I could do that.   And again, not like a beat on the chest, “Look how great I am!” But you see what I'm saying?   It was really important for me to prove to myself that I could do that, and for whatever reason, me and my personal development and growth needed that.   So anyways, what I'm gonna do really fast is I wanna walk through what happened last year,  what I'm gonna do next year, and how I'm gonna do it.   ...And then there's something that's kind of freaking me out a little bit and I'm trying to figure out how to solve it. And I think I have the answer but I'm not quite sure.   Anyways, let me pull in my whiteboard here. My trusty whiteboard. Okay, check this out. Here it is. Let me just make sure there's no glare. Let me look over here at the camera. Alright…   So last year from January 1st to December 29th at 9pm mountain time... (I held off a little bit to record this episode 'cause I was trying to flet December end out)... I did $850,000. Well, $850,353, and 87 cents - which is cool.   Last year, if you watched the video for 2018's goal, I was like "I'm gonna go make a million bucks." And like, I saw that and I was like, “Crap!” You know. I was like, “Yeah! No!” Like, “Yes! No!” Superbad. I was like, “NO!” … because of THAT.   So I'm super stoked, I did 850 grand out of the gate:   No team No funnel No product No system   The only thing I had been doing was publishing = big lesson in that.   I had done 100 episodes of Sales Funnel Radio at the exact date that I left ClickFunnels, I believe. The show hadn't even done 100,000 downloads when I left ClickFunnels; we're now at 250,000 downloads of Sales Funnel Radio. Last I checked, but it's growing by almost 2,000 a day now. Which is awesome. So that's cool, right? That's me accounting, being totally open and really vulnerable.   When I left ClickFunnels, I followed my own formula and made 200 grand really fast out of the gate. And then, I got freaked out, guys.   January and February what happened was, there was a lot of cash that came in. And I’d built funnels for revenue, but I hadn't built systems for a business. So I was the business. And it was hell, I'm not gonna lie, guys. It was so nuts.   March came around, which was Funnel Hacking Live, and I turned off pretty much every revenue stream because I was like, "Shut it down, shut it down! I need to go set up this stuff.  I gotta go put these things together.”   So I started putting together all these systems and all this stuff like, support. And then Coulton moved down. And I started putting all these people together because I couldn't handle the speed that the revenue was coming in.   I couldn't fulfill fast enough which is scary because the people were like "Oh, it's a scam!" And “It's not a scam, I just can't keep up.”   Trey Lewellen went through a similar thing when he sold that many flashlights. You know what I mean? Crazy, crazy, crazy.   So I slowed everything down…  and a lot of March and April was a lot of more biz building which was exciting, but it freaked me out, guys. I was trying to keep it cool but man, I was so scared because there wasn't a lot of revenue coming in.   At the beginning where it was like 40, 50, 60 grand a month, somewhere like that, it was like like 10, 15 grand, and I was like "We're gonna die in a gutter. Maybe this was a stupid mistake!" You know, "What have I done?"   So, I was so scared, but I knew the process and I just kept true to it and kept blocking out the noise. And when I turned everything back on, we were back up to 50 grand, 70 grand, and then, five months in a row of hundred, hundred, hundred.  I was like, “Holy Crap!”   Last month in December we didn't hit the hundred. It's funny man, people go on holidays and everything just kind of shut down. It was totally a slow season, I didn't know that. But I'm so stoked though.   And then what also happened, is we were pulling in so much money there that again, I had to stop things and slow things down.   A lot of December for me has been business building and systems building. So I've been building these things that’ll make it so that I can move faster in 2019.   So here's the sting, guys. Here's the sting…   I did 850 grand, collected. Check this out. Man, I was so pissed off when I saw this.   I was just quickly running through my accounts receivable,and we're getting another big chunk of cash again either today or tomorrow. Okay.   Check this out:   Collected = $850,000. To Collect, (meaning the business is there, we're just collecting it still) = $156,000   Man, that's a million dollars!   That's six grand over a million bucks. No, no, no no no!   I was so mad when I saw that. I ran downstairs to my wife and I was like "Look,  that + that  = that’s over a million! What! Like why didn’t I set up more systems?”   Anyway, it was super cool, BUT like, a massive slap in the face.   When I tell you guys the market will always tell you what to do - it just did! I was like "No!" The market's saying: “Stephen, you don't have the systems in place yet to collect enough of the money upfront in some areas of things that you provide.”   There's some really high-end stuff that I go and I do. I just get so excited about doing the thing I didn't have everything set up  - which is stupid.   ...but how would I have known unless I looked. Unless I listened to the market. Unless I was willing to fail... you know what I mean?   So was it a failure? “No, but Yeah.”   By the numbers, yeah. Was it really? No.   Did I do something really risky? Yeah. Did it work? Barely. You know what I mean?   So I'm excited guys, I can't describe to you the feeling of accomplishment that I have with this.   If you guys have been following me at all, I mean there's been many, many moments where, I'm not gonna lie, a little man-tear happened, okay. It flexed on the way out so it's still manly, it's cool.   ...But there was a little bit of a tear there and I was like "Man, you're crazy, Stephen. In fact, you killed Stephen. You're Steve now." A lot of you guys are asking me what you can call me; you can call me, whatever....   But anyway, this journey, this year has been of insane growth in many areas. I've learned:   What did work   What didn't work   Where I should tweak stuff   Where I need to go next   I know what to go build next.   ...And I know, because of pain. I couldn't have foreseen some of the things that I need to go fix, which is why I needed to leave ClickFunnels. You see what I'm saying?   I would NOT have known, "Hey look, when you move into this area watch out for this and this and that."   I wanna be the ultimate litmus test for what I'm teaching people.   So, risky? Totally. oh my gosh, yeah, yeah. Not that risky though, because of what I do and what I did. Don't compare yourself to me if you're like "I'm NOT willing to leave my job."  Yeah, then don't. I'm not telling you to, okay? But what I'm so stoked about was, “That would've been a million dollars. No! Dang it!”   ...Because I, technically, have two businesses, I didn't get a Two Comma Club award this year for my stuff, but both of them, we got the stuff to make 'em work really well, you know? It's freaking close.   Anyway, so I'm being open with you guys about what happened, and what didn't.   I’m trying to be the ultimate guinea pig on a lot of the stuff and test guru's material out.   And Russell Brunson's is the closest material that I've ever found where it's like ready out of the box, you know? It's not that way for other guru's stuff.   I want to be long-term. I want to have the reputation like that for my material. Not like, "Yeah, when you go to that person's stuff, it's great and it's really helpful, but you still need X, Y, and Z to actually use it."   I don't want that. I don't want that. That's why I made OfferMind and I made that event because it was me going through and showing the framework.   I have a very framework, systems-focused brain. And I love going in and pulling those things out and showing:   Look, this is how I did it   This is when it worked   This is when it didn't work.   ...and being that kind of person.   So anyways, going forward, my goal for next year - which is scaring the crap out of me. Which solves half my problem I'm gonna get to in just a moment here. My goal for next year, though?   If you watch the pattern, a lot of what I've done for these goals is the first year was $1,000 a month. Then it was $3,000 a month. Then I think is was $5,000 and then $10,000.   This last year was a million bucks - which is $82,000 a month.   This year, though…   Man, I'm telling you guys, I don't totally know all of the path on how to get there, but I see enough of it that I think it's gonna work. It’s scaring me to death. Ready? Here we go. You can see that, right? Yeah, okay. Four million dollars.   I've tripled the goal almost every time.   And that's where I've gone from one to three, you know. Then this to that. Four million, though, that's the goal! Gosh dang it, that's really freaky to say to you guys.   I know the systems that are gonna be in place. I gotta have more of them. A lot of what I need to set up in order to actually make that happen.   I gotta have a better phone sales system. I'm noticing that that's a big issue of mine. I don't have that many closers. And there's not much of a system and a script set up for that stuff.   This year for me has been a lot about the methodology I use and I teach that you need to enter into and design a new ocean with a single product.   Once the idea has been proven then you go and you can develop all the things inside of the value ladder to go explode it and expand it and actually plant your stake there.   Okay, so for this year…   I’ve  accidentally kind of become the category king in two different categories. One of them was purposeful; the other was completely accidental.   The business I lead with, my major, major passion, is Offer Creation. Just since OfferMind, collectively, those who attended, they've made hundreds and hundreds of thousands of dollars. A lot of money.   I know this stuff works.   It's NOT one person is just killing it, that's a lot of people. And a lot of people who have never made money ever.   I continually get a lot of people that are like, "Man, I made my first 10 grand ever. 10, 30, 30, 30!" And I'm like, "Yeah! What's up?”   Pretty sure you guys made more money collectively than I did - which is awesome and I've very proud about that, actually.   I made more money doing the thing than teaching the thing. That's also very important to me as well. I focused on that a lot of this year.   So what I'm pumped about, you guys, is that I have gone in and I've developed these two businesses.   I have a front end business and I have a back end business:   #1: I teach offers, and I help people create their offers. I build off a lot of 'em, and a lot of people are in need for that. That's one of the major missing loops I was seeing in what I was coaching in the Two Comma Club coaching program.   And so I was like, “I'm gonna go be the offer guy.” And because of Russell Brunson and Myron Golden and Alex Charfen, and a lot of guys that I was being super vulnerable and open with…   They were like "Stephen, dude, you geek out about offers more than anybody we've ever seen in our entire life; go be that guy. There isn't a guy for that. Go be that guy."  I was like, sweet. So I'm the offer guy.   I've proved out the idea into that market.   How did I do that? By OfferMind.   Now that I've got that, I have a product up here. There's actually gonna be a second one up at the top. And then there's a whole bunch of cool front ends.   So on top of all these, proving the idea in front of the market, that's a lot of what this year was about. It's not so much about cashing out. It was about me proving out the systems and the things that I was teaching -  that they work.   If you look at Alex Hormozi, Brandon and Kaelin Poulin. If you look at, a lot of those people that blew up and made 10 million really quick, it's because the year prior, they actually went in and proved out their systems. And then scaled hard with a sales closer team and a phone team, which is what I'm gonna do.   A lot more sales positions, a lot more money up front scenarios, so I don't have this happen again.   The very one at the bottom says: An Assistant. I don't even have an assistant. It's literally two of us that are full time. I have two content teams  and now, we're building an internal funnel-building team. Which is really exciting.   For me to increase my speed, I cannot be the only one building my funnels anymore.   So anyways, guys whatwhat I'm trying to say when I'm teaching you guys right here is like, there's a lot of entrepreneurs that fail at this part of it. This is where they die.   They will remain the solopreneur; they cannot build the team.   They don't know how to scale, they don't know how to put the systems in place. I am excited to crack that code. I will will win at it, and I'm really, really pumped about that.   Now the thing that's freaking me out, just so you guys know: major growth in my life has come from scenarios that I don't know how to solve but walk forward anyway.   I didn't know how to build a funnel the first time I told someone I'd build one. Was it lying? No, because I knew it was possible, and I knew I'd figure it out. So I youtubed like crazy, you guys.   I remember the first time I asked ClickFunnel support how to change background color inside the editor. Okay, seriously, you guys are way further ahead than I was when I started, okay?   I got to the Funnel Hacking Live event the first time with no money. I had to bootstrap my way there. That's a crazy move. That's a big bold move.   I created the original Two Comma Coaching Program and ran the FHAT Event, which is crazy. A lot of successful people came from that event. For me to say yes to that was a scary thing.   I had to replace Russell Brunson on stage for three straight days, That freaked the crap out of me. Yeah, I was excited but I was scared to be totally honest with you.   Leaving my job! WHAT? Okay, that's nuts.   And so what I've noticed is that I suck at willingly manifesting personal growth. I'm not good at it. Almost no one really is. 'Cause when we start feeling pain the natural inclination and all of our justifications say "Back off, Stephen, why you gonna feel that pain?"   What propels me forward, and what I've been trying to figure out is what the next absolutely freaky goal is? What’s the experience?   I have a hard time willing those kind of experiences into my life, anyone does.   Like, basic training. Man, I couldn't get out of that. Right, I couldn't get out of, and I did those things for that reason.   I did door to door sales because it scared the crap out of me, and I knew I'd learn like crazy in the middle of that environment.   I'm trying to find the next environment. You see what I'm saying?   My  goal is four million dollars. I know I'm gonna hit that. It's a goal, it's scary 'cause I've never hit it, but I know I'm going to. I know that this next year I'll probably have at least three Two Comma Club Awards.   ...cause I got a lot of products that are in the hopper and they're all gonna tie together and reference each other, it's gonna be awesome.   BUT the thing that I'm trying to figure out is: How can I architect freaky big things and environments I can't get out of? And I don't know how else to do that except for a big goal that feels freaky to me that I've never done before.   And is it bigger than other people's? No. Some peoples are bigger than mine, I totally get that. But I'm on a journey and a comparison of me versus me. And to me, that scares the crap out of me.   I gotta build crap I've never built. I gotta build stuff I've never done. And I gotta push forward that way.   Anyways, what I'm saying is, the thing that I'm trying to figure out... Guys, this sounds so opposite. Completely opposite than what a rational individual would do.   I did not have an option when I left ClickFunnels, other than to make money work through funnels - because my back was against the wall, and I knew that. And that's one of the reasons I was doing it.   I could learn at a really slow pace by studying others, which is good to do for a while. I could learn at a really slow pace by consuming tons of content, which is really good to do for a while, until you're trying to figure out what you want to do   BUT, then, I don't know another way except burning the boats.I voluntarily try to find ways to put my back against the wall and cut all options out.   For the last five, six years there's been a lot of scenarios like that. Bam, bam, bam.   I'm 30 years old, I don't want there to be too much comfort in what I do. My goal could freak me out, but I know I'm gonna hit it. I know I'm gonna hit it. So, what can I orchestrate in my life to make it where I don't have an option but to move forward?   ...And that's the thing I've been trying to solve and it's really been freaking me out. I don't know how to solve that right yet. Because I don't wanna get comfy.   I'm not saying I'm not gonna go experience and have fun times doing a few things, you know what I mean? I'm gonna enjoy life, and I am a happy guy, but when it comes to personal growth and business and moving forward, frankly, I want to be big. And I know that…   Hopefully you guys know what you want? Don't be apologetic about it.   ...But how can I orchestrate the next ridiculous scenario in my life where I don't have an option? Where I will figure it out, out of desperation.   Which sounds crazy. Almost a masochist, I promise I'm not. But you see what I'm saying?   I have never learned more about myself than in those scenarios. I've never learned to love me more than in those scenarios. I've never learned to fill in the blanks faster, with more aggression, applied aggression, good aggression, right, than in those scenarios.   So like, man, I left the job, right? And everyone talks about that, and okay, done.   I'm trying to figure out what the next freaky thing is? And I can't.   I think there's a combination of some physical aspect, so I've been saying like, “Man, sometime I'm gonna try and choke out Russell Brunson in jiu jitsu.” Which is freaking scary 'cause that dude's like, all-American killer. That's cool, but my back's not against the wall.   There's no scenario yet where my back's against the wall. My back's not against the wall yet for this years goal, which freaks me out.   Most entrepreneurs just glide into the night when they hit some kind of a phase like this and I don't wanna be that way.   That's the real thing. That actually freaks me out more than the four million. I know how to hit that. I know the processes and the systems. I know exactly what I'm building. I'm almost done with my high-ticket thing that I've been building and putting together, and it's so awesome and there's nothing like it, and it comes from this perspective that has been very unique for me - because not many people do the stupid move I did by leaving my job.   Which is ultimately awesome, but you know what I mean?   Anyway, I'm really pumped about it, but I know I'm gonna hit that goal. I know exactly what my products are gonna be in my value ladder. I've got people building that stuff for me now.   My internal funnel-building team that I dream-lined out; I've already approached them, and they already said yes. Now I'm just gonna run through the process of it.   I'm gonna treat it just like I do my content team, so I'm gonna babysit it the first few funnel-builds to really document the system, and then keep moving forward. You know what I mean?   But like besides that, where's my next level of:  "Oh crap Stephen, can you do this” coming from? And that, my friends, has been one of the greatest accellerents to anything that I've done ever.   So I'm really pumped about it, but also scared to death 'cause I don't actually know the answers yet. I'll figure it out, and I'm gonna keep looking for it. It's exciting, exciting stuff. So anyways guys, that's my goal. I collected $850,000   I still have $156,000 too collect   I'm gonna do four million this next year.   Honestly ,I feel like I'll do four million this next year running at the pace that I am, but anyway. I know I think at least we'll do three; four is the stretch. Which again, freaks me out, but I see where to go for it. I'm pumped about it.   Watch how I'm launching my stuff moving forward to watch how I'm doing that. It's a balance between what I'm doing publicly and behind the scenes in my actual company. It's this next piece, though: How can I orchestrate a little bit more fear for me personally?   To be freaked out for the sake of: let's put your back against the wall and see what you're made of, Larsen? You know what I mean?   Anyway, so I'm psyched about this, guys. Thanks so much for sticking with me. It's a little bit of a longer episode, but I just want you to know that's my goal.   I challenge each one of you guys to post your goal publicly.   It’ll freak you out; it usually scares people. And a lot of the audience that is following you, that you might not even know about, even if you don't feel like you have a following, someone's watching you, they'll follow up with you. A lot of you guys did with me. They were like, "Stephen, you gotta hit the goal, man!" I'm like "I know, and I think I'm going to!" And I thought I was, and then I didn't freaking collect on some of it - “Dang it. Dang it man! Gosh!”   Anyway, whatever…   Thanks for following the journey. Appreciate it.   Again:   I challenge all of you guys to go in and post your goal, whether on the comments of this post or somewhere, but get open and real with what you want. Get unapologetic about it, and move forward. Because no one wants what you want more than you do. Stop waiting for permission.   Alright guys, see you later, bye!   Aw, yeah!  Hey, obviously a funnel's already dead if you can't even get anyone to opt in, right?   So I spent four hours teaching an audience how to get high opt-ins; when they work, when they don't work. If you want access to that members area where you can watch those replays, just go to freeoptincourse.com to create your free members account now.  

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.

Click above to listen in iTunes... Trust Comes In 2 Forms. One Builds And The Other Kills... 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, Steven Larsen. Ho-ho, isn't that cool? Hey, big shout out to Robert Phillips, he is a listener to this podcast. He reached out to me and he said, "Hey, I am known as the rock and roll speaker. He stands up and he speaks and he's totally awesome. He's like, "What's one of your favorite songs, I'm going to go learn that on guitar and give it to you." I was like, "Okay cool." I'm a huge fan of Foo Fighters and Audio Slave, and Muse, and so I gave him an Audio Slave so one of my favorites. Anyway, I thought I'd give it to you. I actually super, super enjoy stage. Anyway, when I saw what he did I was like, "Dude, I'm going to put that as a podcast intro man, that's so cool, I appreciate that, that's so cool." I play drums and I play piano and I sing a lot and, but I didn't ever play many strings instruments. Play the ukulele right now, that's about it, that's because my little three year old does it so ... Big shout out to Robert Phillips, the rock and roll speaker, you're the man. He just came out with a book, it's actually pretty awesome. Anyway, speaking of stage I'm super excited you guys because I'm trying to figure out, there's two things I wanted to tell you. Oh my gosh, I'm so excited. I am speaking on two people's stages and I am really, really pumped about it. The first one I'm speaking at is called Ad Comm and it's Dan Henry's event. I don't know how many hundreds are going to be there but it's a lot now and I'm excited about it, it's going to be great. It's like two weeks out from now. He reached out about two months ago. He said, "Hey, if I actually did this would you, I'd love you to come speak." I said, "Sure, it'd be awesome." He is having me speak I believe on eCommerce. I need to actually finish writing the actual presentation itself and I think he wants me to do two presentations so I might need to ... Anyway, it's time for me to dive in. You guys know me, I don't like to start something until it's getting a little bit close so it's fresh in my brain. I actually do it on purpose despite others thinking it's procrastination, it's actually not. Anyway, so I'm really excited about that though. I get to go speak on his stage and it's going to be awesome. Then the second one is, it's actually even bigger. That one will be on ... Let's see, the first one is April 22nd which is my birthday, I'm very excited, turning 29. Earth Day. It's both Earth Day and my earth day, it's going to be awesome. That's April 22nd and it's going to be in Orlando, Florida. I'd love to know if you're going to be, if anyone listening that's actually going to be at that. I'd love to meet you in person, it'd be great. Then the second one, right after I got that speaking gig, I got the second one over in Vegas and I think it's at the Bellagio but I can't remember, or the Paris, I can't remember. Anyway, but it's LCT, it's Local Client Takeover. These guys have a gigantic following and I think they're planning on over 500, less than 1,000, somewhere in that range, people to come. I am so, so excited to do that. They were going to pair me up with Frank Kern's Funnel Builder and we were going to go back-to-back on stage and teach some cool ways to get local clients. I was like, "Sweet man, I'd love to do that." It's been kind of fun to do all this stuff. I had one with Russell, because it's given me really intense depth on so many areas of business... I've built funnels from anything to supplements to toilet paper, it's nuts how much ... I mean, Sales Funnels has to do with anything, you guys know that. I'm really, really pumped about that so the second one, like I said, will be I think it's the first weekend in May. That one'll be yeah, local client takeover, talking specifically on ... I only have like an hour on that one, I don't have a full 90 minute presentation which kind of stinks but there's a lot of speakers at this one, it's going to be awesome. Anthony Crawley, got ... I mean, it's a lot of big speakers. I'm super honored to be doing that and it's awesome. If you guys want me to speak on your stage let me know. I'm just kidding, kind of. I actually really love it and it's just a ton of fun to do that. I love movies and movies are great and it's fun because of special effects and you can see someone's face. You can get up close and personal. There's music, then it's really intense sometimes and you can kind of delve into motion harder but I have a really strong appreciation for stage because there's no second take. It's all, it's very raw, it's very authentic. Anyway, very, very excited though to go do that and show some of the things that I know have been working that we've been doing. Yeah, it's been a lot of fun. I told Russell and he was like, "What's up, that's awesome man." I've spoken on stages a couple times now and, I spoke at that Dekko one, that was really fun. It was like 2,000 kids there, high school kids and I taught them how to automate their fund raising. It's so funny because there's all these MBAs who were their advisers who didn't want them to pull off what I was teaching them because they're like, "Oh, we'll have them learn real stuff." It's like, "Okay, well I guarantee that your MBAs are not making you much money. How about we compare money?" Not like a cocky way but let's just actually see what's actually come of your MBA? I'm not going against MBAs just so you guys know, I've actually really considered going and getting one. It's just when people hide behind it like that is what creates the money I'm like, "Okay, you are so off the ball it makes me want to throw up." Anyway, really interesting. I was thinking about, I was like, "Hey, I'm super stoked, going to go do the stage presentations here soon." It's doing the time we've been moving and there's all this stuff going on with Russell launching his book. I'm running what we're calling the FHAT Event for Hack-a-thon and Secrets Master Class and all these other projects, it's been a lot of fun, it's been cool but it's just been really intense. I ran into a guy recently and he was, here's a little long here and I'll probably end with this, this is a shorter podcast. His whole job, he gets hired by companies and hospitals a lot actually too which is cool. His whole job, he goes into places and he teaches them a lot of organizational effectiveness. It's super cool, and he was teaching me about trust. He was teaching me and it's so cool because while he was saying it I was like, "Oh, I've totally seen what you're telling me right now." Anyway, so I knew what he was saying was true and real, it was really awesome. He said, "There's really two kinds of trust. One is a predictive kind of trust." For example, Russell sends me to go to, I went to ASW in Vegas. We went and we were, it was a small group of us we went and we were presenting on Click Funnels to a bunch of affiliate people, people who their only job is they are affiliates for other people and they make a good living like that which is really cool. He trusts me, he trusts me to go on and do a good job there... That's a kind of trust... I trust you to go forward and to say the right thing and not be an idiot, and not make Click Funnels look dumb. That's a predictive, futuristic based type of trust and that's the first kind. Everybody thinks that that is actually the most important kind of trust but the they're wrong, it's not. What is more important and what is more foundational to any kind of organization is a trust called vulnerability trust. Vulnerability trust is, for example let's say I'm going through some sales funnels for Russell or for somebody else and I'm looking in there and I'm saying, "Oh my gosh. I see that what we are doing here is wrong." I have so much ... Russell has so much faith in me to come to him and show that. There's an environment in the business space that allows for me to go up to him and say, "I think what we're doing is wrong," which I've done before and he's done before on my stuff and I've done on his stuff. Which is cool, we have that kind of trust, it's a vulnerability trust. It's the ability to be completely vulnerable with another human being, is very hard to get, very hard to get because people don't want to be vulnerable. They want stature and they want status... They want to be, all to be important and, "Oh you should when you hear my name go oh, it's going to be Steve Larsen, oh." People want that. What's funny is the more you crave that the less you get it. You gain status by not seeking it, by the way, that's the best way to do it. I've had some cool talks about that with others, especially Russell. Anyway, I thought it was really, really powerful and I was thinking how cool it is that these people who are saying, "Hey, would you come speak on our stage?" It is a ... What the people who have asked me to come speak on their stages are doing is they are giving, it's a predictive style trust but the people who attend are counting me being the vulnerable kind of trust. They trust that I'm going to come and be vulnerable and be real with them, actually show the raw stuff, how it actually works. Little tricks to increase conversion, little things that we'll do ... Great ways to create continuity and things that ... There's this certain kind of trust, especially in teaching environments where you expect the teacher to be vulnerable and show that stuff. As a teacher if you're ever in a room of people who are not willing to be vulnerable and try the things you're teaching it sucks because they're not willing to do anything you're saying and you feel no progress. Anyways, those are two kinds of trust and I was thinking about that. I was like, "Hey, this is super cool, like yeah. I've been a part of other organizations before working for Click Funnels on other people and this sucks, I did not have the kind of trust with the boss at the time or the entrepreneur who I was working with or whatever it was or whoever I was building for. Where I did not feel the kind of trust where I could go be vulnerable about their own business and say, "Hey look, I understand this is your baby but you're too in love with it and you're going to run it into the ground and here's three reasons why. Here's three places I can see that it's wrong." If you aren't willing to be wrong in your own business about that you're going to kill your business. I'm not even going to sugarcoat that. You will kill your business if you do not allow people to show you faults in it because it's not perfect. You're not perfect so why should your business be? If it's your baby and it came from you it's not going to be perfect, you're not perfect. You know what I mean? That's just the whole point. Take all these things, and I know I talked about duct tape marketing the last podcast but this totally ties into it... Be vulnerable, have the kind of trust in both yourself and others around you and the kind of environment that allows people to come to you and say, "Hey, you know what? Mr. Russell Brunson I know you got a lot of status, you don't seek it but you really boss a lot of people lives. He comes to me and says, "Hey, check it out man. There's a few things, I know you really like this product you've put together and you spent a lot of time on it but I actually think it's wrong. I think this is wrong or the message as a whole is wrong." It's hard to get that environment. I remember I said that once about a sales video we had created. I said it probably a little bit more forward and harsh than I should have. It wasn't harsh it was just ... I probably could have said it softer than I did. I was like, "I don't think this is going to sell. I actually think this is a completely wrong angle and I think that what we've done here is not going to be effective or successful." We were ... We had to try and remember to be in a place of vulnerability. I know the way I said it was probably a little too forward. I'd rather just say what I mean and not sugarcoat stuff. I said it in a way that ... He was a little bit put off by it which is fine. I was like, "Oh dang it, I shouldn't have said it the way I did but I still agree with that." Then he came back and said, "Okay, I get it, I see what you're saying, it makes sense." Cultivating an environment like that is not easy or it will require you to get out of your comfort zone like crazy. In order for you to have a culture of vulnerability, being able to accept things about your business, you too need to be vulnerable. It's not comfortable and it sucks... I've had a lot of ... I know there's things wrong with Sales Funnel Broker, I know there's things wrong with stevejlarsen.com, I know this. Eventually you guys are going to launch stuff, you know I mean?  It may not move forward but you got to have trust and you've got to accept people's feedback. That's where you get the duct tape marketing, you know what I mean? That's where you get all this stuff moving forward. That's how you figure out, "Hey, I suck at this, let me hire out for that," you know what I mean? You got to be able to have that kind of stuff. Anyway, it's just been running through my head. Anyway, super excited to speak on those stages... Guys, please let me know if you're going to be in them, in the audiences, I would love to meet you. I had so much fun meeting so many of you guys at Funnel Acting Live, it was awesome. A lot of you guys asked why I wasn't on that one, I wasn't speaking at that one. Maybe not, maybe next year I can convince that to happen but I don't know, it would be fun. Anyway, guys I will talk to you later. Remember to have trust. Predictive trust is important but it's not the most important one. The organizational, killing version of trust is if you're not vulnerable with each other and can't trust each other to be vulnerable. Anyway, I am excited. I should probably go prep these presentations because I am not ready for them yet. Anyways guys, talk to you later. Bye.  

Behind the scenes of one of the most amazing Inner Circle meetings ever… On today’s episode Russell recaps some of the cool stuff from the last four days of Inner Circle meetings. He also shares his insights on a TV show he loves and talks about his new Batman suit. Here are some cool things you should listen for in this episode: The new rule that will be enforced within the Inner Circle. Why they came up with this rule in the first place and why it will help Russell to go deeper into his teachings. And hear Russell’s crossover prediction with one of his favorite TV shows. So listen below to find out some insider stuff from Russell’s Inner Circle. ---Transcript--- Hey everyone, this is Russell and this is a late night Marketing In Your Car, I hope you don’t mind. I’m actually just about to start watching 24, before I do I wanted to kind of reflect on the last 4 days and share some cool stuff with you guys. We had our Inner Circle group here in Boise. We had 2 Inner Circle groups. One group on Monday and Tuesday, and a second group on Wednesday, Thursday. It’s the first Inner Circle at the new office, which was so insane. Because that was the whole reason I moved into this new office, if I’m completely honest. It’s because I wanted to have a room to do Inner Circle meetings in. A year and a half ago, almost 2 years ago, I went to Joe Polish’s Genius Network Event at his office. We were in his office and we walked up the stairs into this room, it was layed in a way where you could have a lot of people in it. As soon as I saw the room, I was like I want this. I took a bunch of pictures of it and then went home and messaged our realtor and said we wanted a place and we started looking around and all the sudden I remembered this place we looked at before. I didn’t like the office before because it was layed out really weird, but I was like if we gutted the whole thing and rebuilt it, we could do this. So we put the offer in and now a year and a half later we’re in and we just did our first Inner Circle meeting, which is so cool. So there’s lesson number one. When you see it, then you gotta go and get it. Which actually reminds me of one of my favorite stories, it was a story I’ll probably mess up the details. I think it was at the grand opening of Disney World, and they were there opening day and the news and the reporters and everyone’s there. And they’re opening up Disney World and at the time, Walt Disney had passed away and one of the reporters standing next to Roy Disney, who was Walt’s brother. He looked at Roy and said, “Hey, it’s a shame that Walt didn’t live to see this.” And Roy looked back at the reporter, he said, “No, you don’t understand. Because Walt saw this, that’s why we’re here today.” It’s such a cool thing, so many of us have a vision of what we want and we don’t get it. Anyway, I hope that’s inspiring. I saw it, and I didn’t think about it. We had got it, and now it’s here and it’s insane.  I think it was cool and it was fun having our own room because we can control the energy and the music and the motion. Thanks to Garret White, he came to one of our last Inner Circle meetings at our hotel room. They used to be in hotel rooms and he kind of shifted how we do the format of stuff, which has added a whole other level of energy to it. It’s crazy, in Inner Circle, there’s a hundred people in it. But we broke it down into four groups, 25 in each group. So we had 25 that came Monday, Tuesday. 25 came Wednesday, Thursday. And then in April we’ve got two more groups that come through.  It’s funny because April groups are packed. We had to shut those groups down because we had so many people. These groups are smaller and I get super nervous during smaller ones. Because I’m like, “They’re not going to meet as many cool people.” And all these things, but it seems like the smaller groups almost are better sometimes. Because the smaller the more intimate, we get a lot more done. The two groups, I wish ….first off, I can’t even believe that I get paid to be in that room with these entrepreneurs and people that legitimately are changing the world in so many different areas and have so many unique ideas and things that I would never think of or fathom. To be able to sit there, honestly for four days just have a chance to absorb their ideas and mindset. Watching these people and we have companies from smaller companies doing whatever, up to, one of the guys in our group is the main marketing guy for the Truth About Cancer, they did a launch, did 20 million dollars. They’re about to do a launch, and my guess, this new launch they’re putting out called the Truth About Vaccines, and they’ll probably do 50-60 million dollars. Then there’s people in the software space and people in the….it’s so unique. I’ve been to other mastermind groups but it’s like everyone’s in the same industry so it’s hard to glean much because everyone’s trying to do the same thing. It’s so diverse. It’s almost like there’s not two people in the same genre of business so it’s just insane. And so this is kind of a cool thing and this is what I wanted to share with you guys because……I might be ruining the surprise for Inner Circle members, but the first few groups at the end of it, I basically got up and thanked everyone and we gave everyone these shirts that say Inner Circle For Life on it. And I told them, “Look, this is the deal. The Inner Circle for me was never about making much money. I make good money on it, but you know Clickfunnels is what makes my real money. This is kind of a thing, in fact, there’s been multiple times where I almost shut it down because I don’t know if it’s worth doing and pursuing because it’s pulling me away from Clickfunnels, which is my focus. I finish I four day event like this, I can’t even fathom not having this in my life, how much I get from it. From the group and the people. My goal with this was never a big coaching program where I could just keep running people through it, bring people in and let them back out the other side, which is how most other mastermind groups that are out there happen.” So because of that we set a cap, about a year ago…..and I think at the time we had 37 people in it. I was like, “If I was to know how I could facilitate this, I can’t facilitate more than 100 people the way I do it. So I’m going to cap it at 100 and when we get to 100 we’re going to stop selling it and close it out.” And at first it was kind of a dream. I didn’t think that was actually possible. Then after we kind of put that limit on it, it grew almost instantly. It was crazy, bloomed and filled all the way up to 100 so we shut it down. What’s interesting is after we shut it down, then there’s always some kind of float where one or two people go out and then people come in and it goes back and forth.  It just kind of…applications come in and if we have spots we call them, if not we don’t. That’s kind of how it works. We have people fight and beg to get in sometimes. So that’s kind of what happens, but recently, over the last few months, there’s been probably 5 or 6 people that have been in Inner Circle and then they’re like, “I love it, I don’t want to lose it, but I’ll put it on pause for 3 or 4 months and come back later. Hold my spot, though.” I was like, a couple of these first off, it’s not really fair to me or my team. I was like, it’s not really fair to them. It’s really not fair to the rest of the group. I said, “My goal is not to keep bringing new people into this group, my goal is I want to take this group and go deeper and deeper and deeper.” So I basically told them that today.  So because of that, we decided to set this new rule. We gave everyone a shirt that says, Inner Circle For Life on it. The rule is if you need to leave the Inner Circle, for whatever reason, it’s totally cool and we’ll always remain friends but if you leave, you can’t get back in.  That’s the new rule, that’s it. So if you leave, your spot’s gone.  And what’s interesting is for the most part, everyone is laughing and cheering and excited for that.  And I didn’t tell everybody this but while I was sitting in the meeting, just today, not like the last four days, just today, we got 17 applications for Inner Circle during today’s session. I almost wish I told them that. If you decide to leave, there’s a line up. 17 people today applied for your spot. And that’s coming in all the time. Some days are less, some days there’s 10, some days there’s 5. Whatever, but today alone, 17 applications came in for Inner Circle, and there’s not any…I actually have no idea. But I mean, it’s pretty dang close. If it’s not full there’s one or two spots. But then when those are in, it’s done. Like I said, what I kind of told them is that if you cancel, we still love you, but you can’t get back in. And I want people there, in the Inner Circle for life. Because I want to be able to go, because even we have a new batch of probably 8 or 10 people that came in new since the Funnel Hacking Live event, it kind of got it back up to being at capacity. And today at, or the first day I spent the first 3 hours sharing the insanely cool stuff that we’re doing that I don’t have a chance to share anywhere else. So I’m showing all this stuff and I’m like, ahh….New people don’t have a foundation to build on this next level stuff. I’m trying to show what we’re doing to get from 8 figures to 9 figures, which is insanely ……it’s kind of crazy. We went from 7 figures to 8 figures in a year and then I think in two to two and a half years we’ll pass 9 in a year. Which is crazy but how do you do that? It’s really shifting from…the traffic source isn’t how you do it, how you scale. I remember showing these guys all this stuff, but it sucks because some people, the newer people aren’t ready for that yet, because they don’t have the foundation of the last twelve months. The first twelve months of the Inner Circle is all about getting your front end funnel and lead in acquisition right to where you can consistently bring in people. Not everyone, but the majority of the Inner Circle have that now. They’ve got funnels coming in consistently. It’s like, okay now we gotta build on this. So I wanted to shift and go super deep and I did, but I had to back step and spend almost 30 to 45 minutes giving the foundation. Here’s kind of to catch everyone new up. This is what we gotta focus on and you still gotta do that, but now let’s jump into where we’re going. So many cool things I wish I could share with you guys. I wish everyone could be inner Circle. I wish it was possible. One of the cool things we were sharing was basically there are, and if you study Jay Abraham at all, there’s three ways to grow a company. Get more customers, get them to spend more, and then get them to buy more often. That’s the only three ways. Get more customers, get them to spend more, and get them to spend more often. So you look at that, it’s like well how do you execute on that? So getting more customers are all about acquisition funnels. What are the funnels you have in your business that are there to acquire customers? Again, that’s the whole months of the Inner Circle have been getting our group masters at customer acquisition. I’d say more than half of our Inner Circle has a front end webinar that they’re consistently driving leads into every single day. It’s an acquisition thing. I would say the other half are other types of funnels. Some are book funnels, some are high ticket funnels, but most everyone has a really good lead acquisition funnels in place. That’s step number one, how to get more customers. Step number two then, how to get your customers to pay more. That type of funnels is what we call an ascension funnel. We’ve got step one, the acquisition funnel, acquiring customers. Step two is ascension funnels for ascending customers. So I showed them behind the scenes of our ascension funnels. How are we getting people from dollar trial Clickfunnels to $97 a month to $297 to our $3000 to our $10000 and then to our $25000. What are the funnels inside of our business that are ascending people. Where else can I talk about this kind of stuff. People have to be a certain level to understand this part of it. So I want to keep the group so I can keep going deeper, but I showed them acquisition funnels. I’m sure some of you saw Follow up Funnels. At the Funnel Hacking Live event I did a presentation about Follow up Funnels and we did it all for my birthday. Probably didn’t all sink in, in a week or two. But that ascension funnel is huge for us. It’s ascending people up from $97 a month to $300 a month and it’s huge for the growth of our company. So that’s number, again Number one, get more customers through acquisition funnels. Number two get your customers to spend more through ascension funnels. And then number three is get them to buy more often, and that’s through your monetization funnels. So now it opens this question. What are all the monetization funnels that are possible? What could they be? So I was showing the ways for monetizing people on the back end. What’s interesting, this comes back to the new book, the new opportunity. So in the Expert Secrets book, the foundation, I wish I could…I wish you were sitting here and we were all on the same page. So three ways to build a culture, three ways to build a mass movement, attractive character, future based cause, and then the new opportunity. Then there’s two ways to structure the opportunity. One’s an opportunity switch and the other’s the opportunity stack. Opportunity switch is usually your acquisition funnel, you’re switching them to a new opportunity and then everything else you sell that person in the future is an opportunity stack. So the monetization funnels are what are the other opportunities I can stack within this vehicle? I know for some of you guys, especially if you just got on my podcast are like, “What is Russell talking about? This sounds like math or PHD or something.” But if you go back through and listen and read the book…again, I just got done spending four days with my advanced members, so I’m geeking out. So hopefully, those of you guys who are at that level are kind of geeking out with me. And those who are beginners are thinking, “I don’t know what he’s talking about, but this sounds amazing. I’m going to go study and this will make sense pretty soon.” When I was in school I remember my teachers talking, I had no idea what they’re saying and by the end of the semester I was like, “Oh, that’s what they’re saying. It’s still boring but at least I get it.” This won’t be boring when you get it. You’ll be like, “Oh my gosh. I’m making insane amounts of money.” But that’s it, there’s three ways to grow a company. Acquisition funnels, ascension funnels, and monetization funnels. That’s it. So when you understand that, how these things flow together. Here’s an acquisition funnel, how do those link to ascension funnels? And how do those link to monetization funnels? Boom, there’s the process. And then what’s cool is me showing…I talk a lot, and if you read the Dotcom Secrets book, I talk about hot traffic, warm traffic, and cold traffic, right. And typically I would say, if you get anyone online teaching traffic, they’re teaching hot or warm traffic. Hot traffic’s your market that loves you, so you just, they give you money because they love you. Then you go one step back to your warm audience, people always call this cold traffic, but it’s not. My definition of warm audience are people who are in your market but don’t know who you are yet. So if I use Facebook ads, just by the nature of how you’re running them, you are running interest, right. They’re interested in internet marketing, they’re interested in weight loss, so you’re running ads to those people. That’s warm traffic.  Again, people always tell you it’s cold traffic. It’s not cold, you’re targeting interests, so it’s warm. What cold traffic is, and I’ve been geeking out and studying Gary Halverson recently. Gary and also Kennedy, Dan Kennedy, he was talking about it in Renegade Millionaire, which is a cool course. But he was saying, every marketer’s dream is to be able to, and he’s talking about direct mail. Every marketer’s dream is to be able to take the yellow pages, or the white pages and just mail direct mail through the white pages and have it convert. Offline this is the easier to quantify. You’re….well, it is for me because I understand a mailing list. If you understand a mailing list it works, right. Here’s your own mailing list, that’s your hot market. Your warm market are other buyers in the market that you are. You will rent lists of buyers, that’s your warm. And then cold is the phone book. So that’s the next level I’m trying to get with a lot of these guys, which is, even for us, we’re just starting to dabble in legitimately cold traffic right now. But I showed them what people in our industry are doing. I showed them Brendon Burchard, what he’s doing right now with radio. He gets cold audience, the phone book people to come into his funnels.  I showed what Dean Graziosi’s doing with infomercials to get cold people in. I showed  just other things. That’s the next level. How do you structure, how do you switch your offers. I show them our hot market, this is how we structure an offer. Our warm market, that’s the Dotcom Secrets book was all about. We created it for our warm market, people who understood marketing and sales and had some kind of business. This book was for my warm audience. The Expert Secrets book was designed for two reasons. One it would be a really cool book you guys are all going to love. And number two, it was built for cold audiences. Built so I could go mail the phone book and get everybody to come in. At least that’s the goal. Anyway, I’m actually getting tired. I may make zero sense right now. It’s just exciting. So why am I sharing this with you guys? A couple of reasons. First off, for all of you guys who are selling coaching this would probably be for you. Number one is don’t just build a program where you just push people through. That’s how most of them are done out there and it’s like you’re just pushing cattle through. You can make money along the way but you don’t get to go deep with people. So like I said, the first thing is we limited ours and said, okay we’re only going to have 100 people in our group and we did. And we figured out a way to facilitate 100 people that doesn’t destroy me, but also gives the group and people what they need from me. But then it also makes the group insanely strong because there’s so much, it’s just so awesome. So that’s step number one. Step number two is try to build a culture. When people come in, when they leave they can’t necessarily come back. Most of us allow customers to leave, come and go. And I understand. We do that in Clickfunnels and other things. I was listening to a Matt Furey CD from like, I don’t know, 10 years ago and he’s talking his members. He had a continuity program at the time and he said, “You can cancel any time you want, but if you cancel you can’t come back in.” I was like, “That’s cool.” It puts more personal responsibility back in their hands and it kind of does for you as well. You’ve got to carry a good enough experience too that you can keep people in. It can be a challenge for me. Mandy who helps run the Inner Circle with me, we brought it up to her and she was game, and I was game. So we were like, alright. Let’s do this. It was interesting because I shared it with half the group, the first 50 entrepreneurs that came through the last four days. For the most part, all of them were really excited by that. So I encourage you guys when you’re hiring coaching to do two things. One thing is limit the number, number two is don’t let people leave and come back in. And it’ll force you to be better. It’ll force them to commit. And it’ll give you the ability to go deeper with people. And all the stuff I shared with you over the last 18 minutes and 28 seconds is stuff that probably over a lot of people’s heads and I understand that. But when you’ve been in the room with me for a while, those things start lighting up and all the sudden it’s like, “Oh my gosh.” It becomes more clear. For me, it’s taken a long time to get this clarity and even in Inner Circle, we’re layering things on. Every meeting we’re layering things on. We’re layering and then I just look at the, I was thinking about last year, for example. Last year, at the last funnel hacking live, when people started coming into the Inner Circle that was the first time we started talking about building a culture. And started talking about epiphany bridges. All last year my entire focus with that group was building a culture and epiphany bridge stories, and perfect webinar. That was our message for the last twelve months. And look at it now. Look at those who came through. We’ve got, I always brag about them. You guys can guess who they are, I’m not going to say their names again because…..alright I’ll tell you, it’s Brandon and Kaelin. Their webinar, they’re getting 500 customers a day right now off a webinar.  A perfect webinar that they did through Facebook Live. It’s so cool. They’re doing the best with their webinar, but seeing person after person after person, Tara Williams did her first webinar and closed 20 or 25% of her audience. Just killed it. And then Alison Prince did her first webinar, She joined Inner Circle six weeks ago. She never heard who I was and then she was at Affiliate Summit, and I was the only speaker that who didn’t get drunk, who wasn’t drunk speaking. So she called our offices, and she joined the Inner Circle, came to the FHAT Event, wrote a webinar and this Monday, four days ago, she did her first webinar and did $20,000 in sales and now she’s got this tool that will make her millions over the next six months or so. I’m not sure exactly where I was going with this. It’s been a long week, a long night. It’s just fun because she can go deep with people and that’s what I want. I want to be able to take this group, my Inner Circle and I don’t look at it as a way for me to make money because this is a way to legitimately change the world and go really deep with these entrepreneurs. And it’s just fun. Anyway, I hope that helps. It could be just rambling, and if it is, I apologize. You can just skip this episode and listen to the next one when I’m not quite as tired. But it’s been amazing. The last four days have been fun. It’s been a hard week though. It’s funny, Monday and Tuesday we had the first group. Tuesday we did a little dinner party that both groups could hang out at. Then Wednesday my wife flew off to go to a Tony Robbins event. So she’s gone. Luckily, we’ve got a helper who helps out during the day, she helps with the kids. Wednesday night, I forgot I had to teach scouts. I got done with the meeting, I had to come home, get my kids. My twins are in scouts. I grab the kids, get our scout shirts on, leave my little daughter with the other kids, we race over and I teach scouts for an hour. Race back home and get the kids to bed. It’s funny, without your wife here, I know my wife works hard, but it always seems easier….I shouldn’t say this but from an outside view, it looks easy what they do, but when you’re in charge of doing it you’re like, “Wow, they really do a lot. Who knew this whole time?” you know what I mean? Playing dad and waking up early in the morning and getting kids ready, getting their lunch ready, getting stuff done. The hustle and bustle, getting them on the school bus, getting their hair combed and boom, they’re out the door. And I’m like, oh crap. Inner Circle starts in 30 minutes. So I’m running, showering, shaving, racing out the door. I get to Inner Circle meeting like 5 minutes late. I’m like, “I’m so sorry. I’m not used to playing mom and dad.” Then run the Inner Circle and today was an emotionally impactful day, it was awesome. So as soon as I get done with Inner Circle and I had to race and get my kids and get my daughter from soccer practice, and then they had a big school art party tonight. They were all starving because we didn’t have time to eat dinner yet. So we swung by KFC and ate a bunch of chicken and root beer, which was super unhealthy and everyone’s angry and tired. I got them all to bed and now I’m sitting on the couch rambling. The last four days have been insane. Anyway, I’m excited for tomorrow. Tomorrow’s going to be a little more relaxed. I have some projects I gotta get done and then I’ll be having some fun while the wife’s away. And then she’ll be back and then we’ll be good. Not sure why I’m telling you guys all this stuff. I must be tired or lonely or both. Anyway, I’m going to go watch 24 now because it’s still the best show on TV, even though Jack Bauer is gone. I’m going to cross my fingers that he comes back. In fact, I don’t know if you guys watch, 24’s got the new….I can’t remember what it’s called, the new one. Jack Bauer is not in it, but he’s the executive producer, but at the same time I’m also watching Designated Survivor where Jack Bauer is now, I guess it’s Keifer Sutherland, but Jack Bauer, he’s now the president in that show. I’m thinking what’s going to happen is somewhere in the middle there’s going to be a crossover event where it’s 24 and all the sudden people at CET are going to realize that Jack Bauer is actually the president and they’re going to be like, “Wait a minute, you’re Jack Bauer.” And then he’s like, “Wait a minute.” And then Jack Bauer faked as the HUD secretary in Designated Survivor….anyway, it’s going to be amazing. If you’re not watching either of those shows you have no idea what I’m talking about. But if you watch both of them you just had a geek out moment with me and you’re like, yes. They’re doing a crossover event, and Jack Bauer is coming back. Hopefully because that would be amazing. If I was writing for both these guys, I would be. Alright I’m going to stop before I say something really dumb. Anyway you guys, I appreciate you all. Have an amazing night, weekend. We’re a few weeks away from the launch of the new book. Oh w’ere doing something cool. Okay, one more thing. So the new Facebook Messenger stuff is the new craze. Everyone’s talking about how cool it is. Everyone’s convinced it’s going to be the greatest thing in marketing since sliced bread. I think it’ll be cool, but I don’t think it’ll be that cool. But I think it’s going to be cool for a while. I’m pretty sure people like me will abuse it and then Facebook will take it away. So I’m not banking on it as a long term strategy, but definitely banking on it as a short term strategy. And then if it does happen to stay long term that would be awesome. But I feel like it’s way too easy to abuse. But while it’s abusable, we’re going to. So basically what it is, you can get people, you can run an ad in Facebook, get people to click on something and then it ads them to your Facebook messenger, and then you can send out auto responders and mass broadcast to everyone who’s ever subscribed to your Facebook messenger, which is awesome. So I recorded a quick little video today, and we’re going to run it tomorrow through Facebook live and basically give away the first three chapters of the book if they click on the, if they join my Facebook messenger. So my goal is to try to get, I don’t know, 20-100,000 people in the next month to get the first three chapters of the book for free through Facebook messenger. Then when we go live, I can have 100,000 people to spam, I mean mass market, I mean communicate with about our book launch happening. It would be pretty amazing. Anyway, I’m excited. And I also got, so many cool things. I forgot, so for our affiliate contest, we’re kind of having a big super hero theme, Todd found these Superman, not Superman, but Batman, Ironman, costumes. But they’re not costumes, they’re legit. I bought one, they’re 3 grand. They custom fit it to you. Then they mold the metal. I’m pretty much Batman. They ship me it, they took a picture, they’re about to ship it. It should be here, I think, early next week. I’m going to be doing a bunch of JV videos with it. And we’re going to be giving away a bunch of those outfits to people who win our affiliate contest. But I’m actually going to be Batman within a week. And it’s not like the wimpy Batman from back in the day. It’s the Batman vs Superman. Even though Ben Affleck is lame, the suit that he wore, he looks like the biggest baddest Batman of all time. That’s the one I bought. So I’m really looking forward to that as well. Alright guys, well 26 minutes. It’s the equivalent of 22 normal Marketing In Your Car podcasts. So I’m going to be done for today. Appreciate you guys. Hopefully this makes some sense. Talk to you all again soon. Bye everybody.

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.