Podcasts about funnel builder secrets

► Create your free systeme.io account here: https://systeme.io Michael Killen is a digital marketing expert, online coach, and founder of Sell Your Service.He's an expert in helping funnel architects and managed to make over 100K in just 3 months.In this episode, Michael explains how sales funnel builders (and other freelancers) can market and sell their services.You'll learn how to:Narrow your niche to find your perfect customers and actually convert themBuild your reputation and authority as a funnel builderMake a hyper-specific offer that will get you more customersWhich skills to work on to future-proof your businessUse social media to create content for your customersEnsure you optimize your time with a simple productivity strategyUse these tactics to sell your services in 2022!► Subscribe to our channel and join us as we dive into everything entrepreneurship, digital marketing, and online business.ABOUT SYSTEME.IO:Systeme.io is a simple, affordable, and intuitive online all-in-one marketing tool for anyone who is looking to grow their online business.Manage every single aspect of your business in the same place with systeme.ioFOLLOW US ON SOCIAL MEDIA!► Instagram: https://www.instagram.com/get.systeme.io/► Twitter: https://twitter.com/systeme_io► Facebook: https://www.facebook.com/groups/251145835476950► LinkedIn: https://www.linkedin.com/company/getsystemeio/

Today I’m joined by Alan Dean, a seasoned salesman in the heating and air conditioning industry. Even though Alan was able to make quite a career for himself, he was never one for getting too comfortable. Running into ClickFunnels introduced him to a whole new world - digital marketing.Before taking the One Funnel Away Challenge, Alan was completely unaware of everything that the online sales industry had to offer. He was starting from square one, which is what makes his success story all the more glorious.Through our affiliate marketing program, Alan Dean was able to build a name for himself and make good money in the process, while still keeping his day job. His goal is to one day be able to work from home so that he could spend more time with his family. Alan is taking massive steps and getting closer to his dream scenario every day. Tune in to hear all about how he crushed the OFA Challenge with absolutely zero digital marketing experience.Key Takeaways:Diving into the world of digital marketing through the 30 Day Summit (1:56)Taking the One Funnel Away Challenge for the first time (3:04)Signing up for the ClickFunnels affiliate program (6:48)Placing 3rd in the undrafted category of the Elite Funnels Competition (7:57)Having the courage to reach out to people (9:06)You don’t need experience to get impressive results (11:30)Why you need to take action every single day (14:00)Additional Resources:Take the One Funnel Away ChallengeWatch the 30 Day Summit Interview SeriesTake the Funnel Scripts WebclassGet the Funnel Builder Secrets BundleSubscribe for more awesome stories! And remember - you’re always just One Funnel Away!----Step #1:  Get Russell Brunson's Free BooksDot Com Secrets  |  Expert Secrets  |   Traffic Secrets Step #2: Want More 'One Funnel Away' Training?Free 30 Days Summit  |  One Funnel Away Challenge Step #3: By The Way, I'm A HUGE 'Funnel Freak'If You Want A 2 Week Trial To ClickFunnels, Go Here > ILoveClickFunnels.com 

In Part 2 of this two-episode series, I talk about what the future of my MLM business looks like and an opportunity for people to join me. Secret MLM Hacks is closing, so I tell you about a backdoor that we're going to leave open for those of you guys who are huge fans of the show. And also about where the remainder of my network marketing-related services and products are actually available. How did I create an exit, a product-closing campaign? Right now, I'm really big on the campaigns. I'm really big into sales pressure. Some of my favorite stories are of these old dead rich marketers who didn't have the Internet in their day. How did they create noise? How did they create sales pressure? How did they create campaigns in order to get sales?  And when you think about that and you think about what the standard person does today to cause noise around their product, we're pretty weak at campaigns now. I actually think that campaigns is kind of a dying skill set. And so I'd started walking through the exit campaign a little bit in the last video, but I'm going to cut over to the final exit campaign strategy in this one. This is really valuable stuff - Stay tuned as I walk you through the exit campaign that I put on the back of Secret MLM Hacks. Key Takeaways: Creating a message that includes the “who”: Who I'm selling to and not selling to (5:24) Where they're going, the problem they're solving (5:36) I'm going to create an offer which helps them get where they're trying to go (5:40) Facebook posting is not marketing; it is an aspect of marketing (5:52) Campaigns are the thing that I can go and I can actually influence (6:09) My favorite four types of traffic: Publishing, Dream 100, affiliates, and ads (6:59) They know it's awesome, but its title has raised eyebrows (10:33) I'm not going to stop Secret MLM Hacks; public access to it is closed (13:59) The difference between Funnel Hacks and Funnel Builder Secrets (14:47) Secret MLM Hacks is actually more akin to Funnel Builder Secrets… (16:23) Most likely, I'm going to make a completely separate course (21:44) Natural, normal business problems as products and landscapes evolve (27:04) --- Additional Resources: ModernDownlineCoaching.com

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

Find out what really happened this year, behind the scenes of the 10x growth con. On this episode Russell recaps his experience of preparing for the 10x event, along with what happened with his presentation on day one. Here are some of the awesome things you will here on this episode: Find out what kind of stress Russell was under in order to prepare for the 10x event. Hear the things that went right at the event, along with the things that went totally wrong. And see how much money he made from his first presentation at the event, despite the problems. So listen here to find out how day one of the 10x event went, and tune in next time to hear day two. ---Transcript--- Hey everyone, this is Russell Brunson. Welcome to the Marketing Secrets podcast. I am back from the 10x event, I have completely lost my voice. This episode I want to give you a rundown of everything that happened, the good, the bad, the ugly, and I’m excited to share it all with you. Alright everyone, so I’ve been getting blown up everywhere from everybody asking me, “How’d you do at 10x? What happened? Tell me the stories. I saw the pictures on Instagram and all the stuff looked amazing. How did it go?” and I know a lot of it came because last year’s 10x event we set a goal to do 3 million dollars in sales, and we did 3.2 in 90 minutes and it was amazing. And obviously we launched 10x secrets, the product, kind of talking about it, so everyone is expecting big things, which caused insane amounts of stress on my side, in case anybody’s wondering. It’s like, imagine winning an Olympic Gold medal and then going back four years later and trying to do it again, and everyone’s just expecting you to win. Ugh, it’s a horrible feeling. It’s way better to be the underdog. But anyway, we were excited, and there was a huge opportunity. Some of you guys probably heard it was in the Marlin Stadium and there was going to be 35,000 people at it. And we were so excited. So to prepare for this whole crazy event we started, a long time ago, started to prepare for it. What’s interesting, if you look at the very first 10x event we ever went to 3 years ago, we showed up there and we were trying to do my normal presentation and sell, and Grant and his team didn’t know a lot about events and how to choreograph them and stuff. So when we got there we’re like, “Okay, we need a table and sales people.” And they’re like, “No, we don’t really have that.” And so we kind of had to do it on our own, and unfortunately it was Dave there with a box full of order forms and some pens. And I did my pitch and they all ran to Dave, and luckily Alex and Layla Hermosi were also in the audience and they came and helped and those three sat there on the side of the room with no tables, handing out order forms and pens. And somehow they closed just shy of a million dollars from that. Then fast forward, you know, 12 months later, we did the 10x that was in Vegas, and obviously if you guys bought the 10x secrets product, you heard me talk about that whole choreography, there’s a lot that went into that. And we did the 3.2 million. So this year we thought, with 35,000 it’s going to be bigger, we gotta do even more. So we had over 40 of our team members that we flew out, and prior to that they spent so much time and so much effort coordinating where people are going to stand, how are they going to do it, how are we going to order click order forms, and deliver the pens? There’s a ton that goes into it. So for weeks and weeks prior they were planning and meeting and making sure everything was choreographed just perfectly on our side. The other side of then is I had to figure out my presentations as well. Though obviously, I have a presentation that I give that I’m selling Clickfunnels. It’s my Funnel Builder Secrets presentation. And I’ve given that presentation live probably 150+ times or more. But because I’m speaking at 10x each time, I try to change it enough that it seems different and new, but then it’s gotta be the same. You know, what works, works. And I don’t want to deviate from that either. So if you look at the very first 10x, I just gave my presentation the way I did on every webinar for a year prior, you know. For the second one I really changed a lot of the introduction and how I began the presentation. I talked about the four minute mile, I shared stories about John Reese, and it was a really quick way to impact people. So this year I wanted to change that as well. So my intro, I’m really proud of it. I started with the Winston Churchill quote where he says, “To each there comes in their lifetime a special moment when they are figuratively tapped on the shoulder and offered the chance to do a very special thing, unique to them and fitted to their talents. What a tragedy if that moment finds them unprepared or unqualified for that which could have been their finest hour.” So I led with that quote and started telling stories about some people in our community. I told Jaime Cross’ story, I told Chad Wolner’s story and then I related it back to their story. And I take people through that where most of entrepreneurs, we hear this calling where we need to come and we need to do this thing. And then unfortunately for us, we’re not, when we hear the calling it doesn’t mean that we’re ready for it. So then we have to go on this journey to become who we need to be to be worthy and able to actually fulfill on that calling. So we go on this huge journey and after you go on the journey and you’ve figured out how to do the thing it’s like, “Well, how do I get the impact? How do I get out to more people?” So I kind of told the story while weaving in all these different stories. And I was really proud of it and I think it turned out really good. Then from there I did my normal presentation. So I spent tons of time preparing that. Probably, conservatively probably 30-40 hours retweaking the original presentation to make it fit. And then also at this event Grant and his team agreed to let us speak twice. So once I get to sell Funnel Builder Secrets, and second time they wanted me to sell a public speaking training, teaching people how to sell from stage. So I had to create a whole new presentation that I’ve never done before. And I’ll talk more about this, I’m so proud of how this presentation turned out. It was legitimately amazing. Alright so, that was kind of all the prep work. Going into this, last year we made 3.2 million dollars with 9,000 people. So we’re thinking, 35,000 we should do at least 10 million. You know, some people were guessing 25 or 100 million and it was just kind of fun. But we always try to guess ahead of time. And I was so scared. I just hate going into it with those kind of expectations, because if you don’t hit them then you feel disappointed. I didn’t want everyone on my team to be disappointed. I didn’t care so much for me. I’ve already experienced all this stuff, you know what I mean? But my team was all huddling around us and everyone wanted to go do this thing and hit these big goals, so I had a lot of fear going into it. Like, “What if I don’t hit this and then disappoint them?” that kind of fear. Alright so then the night before came, where we’re getting everything prepared and ready and we were leaving in the morning. And one of my friends, Brian Underwood, he’s the founder of Prove It, a lot of you guys have heard me talk a lot about Prove It. He messaged me a little while ago and wanted to hang out and I was like, “Well if you want to hang out, I’m speaking at this 10x event, you should come pick me up in your private plane and fly us out there.” and he’s like, “Okay.” So he literally flew his plane and picked up me and my wife and a couple, Dave and his wife, and Melanie and Blake and we all jumped in this plane with him. So he flew in the night before and we kind of hung out in the office and talked for a while. And then the next morning we woke up and headed to the airport and we jumped in his private plane and he flew us all the way from Boise to Miami, which was amazing. Every time I fly private it makes me never want to go commercial again. So for any of you guys who fly commercial, never fly private, it will ruin you forever. I was telling Stephen Larsen this, I was like, “Don’t fly first class because it will ruin you forever. Just stay in coach as long as you can, because it’s nice. Coach is fine until you fly first class and you’re like, ‘oh crap.’ And first class is great until you fly private and then it’s like, just ruined forever.” Anyway, so we flew in four hours to Miami, which is nice because the flying home from Miami took us, we were in the air for 7 hours on two planes and we had like 3 or 4 hour layover. So it goes from like a 4 hour trip to a full day trip. Commercial versus private. Anyway, so thankful for Brian picking us up. He paid for everything, paid for the gas, the flight, everything. He just, it was super classy of him. So he flew us out there, we hung out and then we got to Miami. When we got there I was kind of freaking out because I get super nervous. So we headed over to the stadium, they got us in and we had a chance to see the whole venue and it was crazy walking in there. And I think I was supposed to do my mic check and give them my slides and go through them all at a certain time. And we got there and they were way behind. So we hung out there for probably 2 or 3 hours in the stadium. Tai Lopez was there, so he got to do his sound check and a couple of other people were just kind of testing the whole thing out. What’s crazy though, when you do the sound check, we start talking and the echo was so bad, you couldn’t even hear yourself. I was like, “If this echo is this bad, no one’s going to hear us.” They’re like, “Oh no, no, no. When 35,000 people are here it will absorb all the sound. It will totally be fine. They do stuff like this all the time, so it will be fine.” I’m like, “Okay because if it’s like this I can’t…” because standing on stage, I would talk and I could hear like bounce off the thing and come back to me. I’m like, “I can’t even hear my own voice.” And people sitting in the stands are like, “I can’t hear you either because it’s so echo-y.” But everyone’s kind of nervous but I said, “you know what, they must have done this before. There’s no way they haven’t. It should be completely fine.” So that’s what kind of happened the night before. And then we went home, went to bed, and I was super anxious and nervous and excited. So we went to bed that night and the next morning woke up, and woke up super early because I was, basically we had to set up. Grant was speaking and I was speaking immediately after him. And Grant was also going to parachute into the stadium. So we got everything ready, I got dressed in my fancy pants clothes that…oh, that’s the other thing. When we flew into Miami we had to get another shirt. So we literally went from the airport directly to Neiman Marcus I think. And then we had somebody, we found a shirt and then had the tailor, tailor it right there on the spot and then deliver it that night to us, which was crazy. So I had a brand new shirt on, brand new pants, all these fancy clothes. And we get over there and start waiting. And we walk into the stadium, you know, took us through the dugout and through the green room, which was a batting cage and everything. And we walked in the whole thing. And then I walked into the stadium and looked out and it was just like, oh my gosh. This huge thing, the roof of the baseball stadium was completely open, and I’m looking out and I’m like, “This is amazing.” And I looked back into the stands and the stands were almost empty. I was like, “Oh my gosh.” And I started feeling sick for Grant. I’m like, what if people don’t show up? What are we going to do? I looked at my watch and it was like 20 minutes until 9 and I was like, how are they supposed to get 35,000 people in here in the next 20 minutes. We knew that Grant was going to sky dive in…. Anyway, all the fears and the nervousness and everything started hitting up again. I was like, ah, you know, I didn’t know what to do. So we’re watching as it’s getting closer and closer and then finally at 9 o’clock, and I assume, man if people aren’t coming they’re going to push it out until 9:30 or 10 or something, but sure enough 9 o’clock you look up and you see Grant’s plane, I think it was Grant’s plane, flying above the stadium. And then all the sudden, boom at 9 o’clock this parachute pops out, this big huge 10x parachute pops out. And the Grant, I think it was Grant, someone else said it wasn’t, who knows? I don’t know. Maybe the world will never know. But Grant or Grant’s stunt double flew by themselves on a parachute into the stadium. It was like the most epic, amazing thing ever. And then they landed and they put a microphone on him and I guess he twisted his ankle or something, he’s like, “my ankle twisted. Right now we found out that traffic is horrible and bad on whatever thing, and people are waiting. So we are going to take a 30 minute break so I can get repaired and hopefully give a chance for more people to come in and then we’ll get started.” So then it kind of cut and then, which was kind of crazy because as soon as it cut, everyone kind of ran up the stairs to go the bathroom and it was this big, huge anti-climactic moment. It was so amazing, this entrance, and then it was like, “Okay come back in 30 minutes and we’ll get started.” But I think they did that mostly to get people in. So then people are coming in and coming, and finally Grant gets up onstage and starts talking, and the echo is really bad. It was really hard to hear him from the stands, and I couldn’t even imagine on his side. So I’m watching him and I’m just like, “oh my gosh. You’re kind of freaking me out.” But I’m like, you know what, I just gotta do what I gotta do. I don’t know any better, let’s just go do it. So finally about 15 minutes before I’m up they come and grab me and pull me back and mic me up and take me back to the backstage, and took me in this little black, this little room, curtained off room. I went in there and was so nervous, jumping around and trying to get prepared. And the I sat down to say a prayer and I have so much anxiety and nerves and tiredness and everything. I was saying this prayer and I totally passed out in the middle of the prayer. I woke up a few minutes later and I was like, “Oh my gosh, I’m still here.” But I’m in this curtained off little room, and all I hear is echo. I can’t hear a word that’s happening. There’s no video, there’s no TV’s back there. I have no idea if I’m up or when I’m up or anything. It was just kind of this random noise. I wish I could tell you the anxiety I was feeling. It was crazy. And then they came and grabbed me and said, “Okay, you’re almost up.” And they pulled me up onto the stage and started getting ready, getting ready, but I can’t hear anything. And all the sudden the wall starts going up, there’s this huge wall of monitors that starts going up, which I know is my queue. I’m like, “Oh my gosh, does this mean I’m up?” And the guy’s like, “I think so.” And this fog starts coming in and the thing goes up, and then it gets past my head and I just walk out. I’m like, I hope this is for me. And I walk out and I see this huge audience and it’s, it was crazy. Because at the last 10x event there was 9,000 people, but it was dark in the stadium, and the lights are shining in your face, so you walk out and you don’t really feel the people because it seems like you’re kind of, like you’re walking onto a stage and you know there’s people there, but you don’t really see them. This was completely different. It was the middle of the day, it’s all lit up and you walk out and you can see everybody’s faces. And it was like the most breathtaking thing. I had my first lines all figured out in my head, what I’m going to say and how I’m going to say it. And then the thing opens up and I was like, I forgot everything. I was just like, it kind of caught me off guard. I’m like, “Hey, wow. This is amazing.” What am I supposed to say again? It took me a few minutes to capture myself. The other crazy thing is I had these new shoes on that were super slick. If you watched my Instagram stories you saw that I was like scuffing them up and trying to make them not slick. But I totally took a step and slipped onstage. I caught myself and I’m like, okay note to self. Tiny steps, tiny steps. I don’t want to slip in front of 35,000 people. It was crazy. And then I started talking and what’s crazy, I start talking and…..actually let me back up, I want to kind of go through some teaching points here because it’s interesting. If you look at events, and any kind of marketing for that manner, it’s all about choreography. And I feel like Grant’s team has choreographed some things really, really well and some things not so well. And I think we’re going to have a call with them and kind of walk through some of my thoughts and feelings later, after they kind of recover from this craziness. But just for you guys, who are doing events. One of the big things is after Grant spoke he did a charity pitch, and it was like $67 to get access to this thing they sell for like 10 grand or 20 grand or something crazy, a really good offer. But that’s something we do at our events. A lot of times we’ll make a charity pitch on day one to teach people how the process works to go buy. And I think they were trying to do that same thing. But they did the charity pitched, unbeknownst to me, for $67 for a 20 thousand dollar offer, and people love it. They start running up and they started running to the sides of the tables, and right then is when the screen went up and I walked out. So I walked out to all these people running to the sides and the back of the room and running up the stairs to try and get this crazy offer that he had made to them, which is kind of a, from a speakers standpoint, the last thing you want is when you’re coming out onstage from a big introduction, and people running to the back of the room buying. If you’re selling there should always be a break afterwards, so people can get back to their seats and be able to focus back on you. So that was one kind of missed choreographed piece. But they did raise a lot of money for charity so that’s good. So I come out there and I start talking and the echo is really bad. I start talking and it’s bouncing off. I’d say something, and you know how I talk fast anyways, so I’d say one or two things, and so I’m saying it and it bounces off the back wall and come back and hit me. And it caught me off guard. So I’d hear myself again, and I’d try to go again and keep bouncing back and forth. It threw me off for the entire s90 minutes. I couldn’t keep myself, I never felt like I was ever in the rhythm of it because the echo was so, so bad. What’s crazy, and I had no idea, I’m like, maybe out there they can hear me. But it turns out that the echo in the audience is even worse. Especially some of the upper seats, if you sat in the upper decks, which probably 70% of the people sat up there, they couldn’t hear anything. In fact, after my presentation I found out that tons of people were going to those guys saying, “We can’t hear anything that’s happening, we need a refund.” It was this huge thing. So I’m doing my presentation and you know, 70% of the audience can’t even hear me. The one’s who can hear me, it’s still muffled and echo-y and it’s hard and I’m not on my game because this echo is throwing me off, and it’s confusing. So I did my presentation, I’m like, you know what, I’m just going to do it. Just hope for the best. About halfway through my presentation they came out and said, “Slow down.” Oh and during my presentation I showed some videos and a bunch of the videos, they worked, but the sound system was set up for like a concert. So in a concert they crank up the bass, and the singer singing on top of it. But with our videos, when the crank up the bass that high, the bass of the video comes through and we can’t hear any of the voices. So all my testimonial videos, you can’t understand a word. Everyone said, “I didn’t understand a word of any of your videos.” Which is like all the setup for the sell. Ugh, so many things. And then they came up later and said, “We found out it’s the mic on your face that’s the bad thing. So here’s a hand held mic.” So they gave me a hand held mic. So now I’m holding a mic and holding my clicker and trying not to slip. It was just like, so much chaos. Anyway, when all is said and done, did the pitch, did my sell, and somehow, just by the fact that 35,000 people could not hear me, 690 heard well enough to run to the back of the room and sign up. So if you look at the numbers, that’s 690 people times 3,000, that’s 2 million 67 thousand dollars in sales. So that’s not too bad, especially considering, looking at it now, it’s more than all the other speakers made combined. So even though it wasn’t 3.2 million, it was less, and it wasn’t the 10 we were hoping for, 2 million 670 thousand dollars is not too shabby, considering all the craziness. But obviously, afterwards I was kind of just upset because I wanted 10, I didn’t want 2. I was stuck in the stadium forever, I had to go pee and I had to take pictures with people and it was just this huge, all this stuff. And I just wanted to get out. I just needed to unplug. Introverted Russell needed to unplug and go plug in, go hide somewhere and recharge. It seems like it took like an hour and a half, two hours to get out. Get out of the stadium and get back to the hotel. Probably closer to three hours. Got back to the hotel and then I laid on the bed and my wife was talking to me and I was gone, out cold. And I slept for like 3 hours. I was just like, my body had shut down from all the stress and anxiety and late nights, and preparing and everything that went ahead of it. So three hours later I woke up and I was like, “Oh my gosh, what happened? I have no idea.” I was messaging Dave and Melanie and everybody trying to find out like, how do we run sells and get the numbers back. And they told me and I’m like, first off I was happy that 690 people heard me, but it’s just disappointing. 2 million is amazing, unless you’re expecting 10, then it’s like, it sucks. So that was kind of frustrating. So I got up, ate some dinner, and started working on my presentation for the next day. That night I had a chance to meet with Myron Golden, the man, the myth, the legend. He came and helped me work on the presentation. And then that night, Stephen came into the room where we working on the presentation in a bathrobe, Stephen Larsen. And then me and him started wrestling and doing Jui Jitsu and fighting, in his bathrobe, which was really fun. And that was the night, and I went to bed. Alright, so that was day number one of 10x. Now, on the next podcast episode I’m going to take you guys into day number two. And day number two I’m going to talk about what happened on the second presentation. Did we fix the echo? Did we sell the 25 thousand dollar thing we’re trying to do? What happened in the locker room with Garrett White and a bunch of other cool speakers? And a whole bunch more. So thanks so much for listening to episode number one, and I’ll see you guys tomorrow for episode number two of the 10x live event, and we’ll go from there. Thanks everybody, and we will see you soon.

If you want an unfair advantage over all your competitors, use this… On today’s episode Russell talks about what a “Kinda Like Bridge” is and how you can use them in presentations to help people understand a concept. Here are some of the other awesome things in this episode: Find out Russell’s process of testing out new material before taking it to a large audience, like the 10x event. Hear an example of a kinda like bridge, and how Russell could use it. And find out how you can also use a kinda like bridge to encourage excitement during a presentation. So listen here to find out what a kinda like bridge is and how you can use it in a presentation. ---Transcript--- Good morning everybody, this is Russell Brunson. Welcome to the Marketing Secrets podcast. Today we are streaming from my closet. Hey everyone, alright, I’m literally in my closet right now trying to pick out clothes for the day and I totally want to wear my nude squirrel shirt, some of you guys don’t know what that shirt is. But when we did the bubble soccer event and we launched the viral video, there’s the whole joke from the gold prospector where he’s like, “I paint nudes. Squirrels that is.” And so we have painted nude squirrels in our office everywhere, it’s like this big funny joke. So we have these nude squirrel t-shirts, which is like my favorite shirt. But my wife hates it. We were watching a video last night from our trip to San Francisco and I had my nude squirrel shirt on the whole time and she’s like, “Why do you wear that shirt, I hate it.” I’m like, “Ah, it’s my favorite.” Anyway, so I can’t really wear it, because I’m going to be hanging out with her a lot today. So I’ll default to something not as cool. Anyway, I’m in the closet today because I’m getting ready and I wanted to kill two birds with one stone and share with you something that I’m working on. So a lot of you guys know last year I spoke at the 10x event and we sold 3 million dollars in 90 minutes. What? Which is crazy. Next year I’m speaking, and sorry this last year there were 9 thousand people at the event. This year, moving forward, there’s supposed to be 35 thousand at this year’s event, which is completely nuts. Yet, it is what it is. It’s going to be insane, I’m so excited. So we’ve got 35000 people and I’m doing a presentation, actually I get to speak twice. I’m giving two presentations, but I gotta kind of craft it for the audience, and make it different because I don’t want to do the same presentation every year. So I’m trying to think, what’s it going to be? And next weekend I’m speaking at one of my buddy’s events. I don’t speak at many events anymore, but there are super awesome people, inner circle members, they are Justin and Tara Williams, they are some of my favorite people, and so I agreed to speak at their event. So what I’m doing is I’m rebuilding a presentation because their people are all like real estate investors, so it’s a little different market. It’s very similar though to Grant’s people at the 10x event, so I’m going to be, basically I’m creating this presentation and then I’m going to be testing it out here. Testing my material, if you’ve been paying attention you know what I’m talking about. I’m testing my material, I did a whole podcast episode about that, that’s why I said that. Anyway, I’m testing my material here for what I’m going to be giving at the 10x event, if it works well. So that’s kind of what I’m doing, so yesterday we were trying to figure out a title for this presentation and literally, it was like, I think I spent 8 hours just to figure out the title. So for those of you guys who are like, “I can’t figure out any of my presentation, Russell, this is really hard.” Just know that even for me, I’ll spend 8 hours just figuring out the title, because I can’t even start building slides until I have a title. Anyway, yesterday we finally figured out the title. And it was after going through a bunch of Voxers with Justin and he was talking about how real estate investors are kind of in the stone age, he’s like, “This thing you’re going to be showing them is going to give them all an unfair advantage where they can literally come into the future before everyone else.” And I was like, “Oh my gosh, that’s the title. It’s an unfair advantage. This is the unfair advantage. Sales funnels are the unfair advantage.” So I started thinking through it that way. Sorry there’s an echo in the bathroom as I’m walking back and forth, getting things ready. Anyway, so I start thinking about from an unfair advantage, that’s the direction, that’s the hook, that’s the angle. What this presentation is going to be is like unfair advantage. And I started going deep like, “Okay, what are other things that are unfair advantage? What does that look like? What would that be?” Because I’m trying to find a lot of like analogies, and like kind of like bridges, it’s kind of like this, it’s kind of like this. So this is how my brain works, I’m sharing this with you guys out loud because I’m hoping this will be helpful for you guys who are trying to create your own presentations, like what’s the process Russell goes through. So now you know, unfair advantage, that’s the big thing. I’m going to be giving you guys an unfair advantage. Sales funnels are the unfair advantage. I started thinking, what are stories, other stories that we know about unfair advantages? And the first one that popped into my head was Back to the Future. Do you remember Back to the Future where, maybe it was Back to the Future part 2. Yeah, it was part 2. So in part 2 Biff gets the time machine right, and he sees it, and what he does is goes to the store and buys an almanac of all the sports scores of all the things in the future. So he gets that and goes back in time and gives younger Biff the almanac and says basically, “Here’s all the sports scores for the next 50 years, you can go and bid on all these teams and become the richest man in the world by gambling on them.” So Biff does and becomes hugely famous because he has the unfair advantage. He knows who’s going to win every single game. And when you know who’s going to win, from a betting standpoint, you’re just going to win everything. So that’s kind of how it was for Biff, so there’s a story I’m going to be able to share. “okay, I’m giving you guys an unfair advantage. Think about this….” And I’m going to tell this whole story about Biff and about that, and that’s kind of like what this is. You’re getting this unfair advantage. It’s funny, when we were doing the presentation for, we did one called Funnel Builder Secrets and we went through the whole database in Clickfunnels and found all the different, we found what funnels are working the best, how they work, and did a whole presentation. Like, “Here’s the one’s that the funnels are doing the best. If you’re trying to figure out which funnels to build, here they are. This is where almost all the money inside of Clickfunnels is being made with these funnels.” So I shared that and I was like, okay what’s that like? And I was kind of thinking, “What’s it kind of like? What’s it kind of like?” and then I was like, “Oh, it’s kind of like if Larry and Sergei, the founders of Google were to like open up and be like, “Hey you guys, just so you know, this is the actual algorithm…” and just giving you the algorithm, that’s what this is like. It’s me giving you the algorithm. That’s what this presentation is all about.” Which get’s people excited and kind of hooks them. So for you, when you’re kind of doing that, first off, spend 8 hours or however long it takes to figure out a really cool hook. And then the first thing is thinking what it’s kind of like, what is this kind of like? This is kind of like Larry and Sergei giving you the source code so you know exactly how to get on page one of Google every single time. That’s what I’m doing today with these funnels. Or this unfair advantage is kind of like, do you remember in Back to the Future part two where Biff went back through time, got the almanac came back, bid on all the sports scores and became the richest man on earth. That’s what this is kind of like. I’m giving you guys this unfair advantage where you’re able to go, where your competitors will be there soon, like eventually, like maybe the next year or 5 years or 10 years, all of your competitors would be doing this. But you’re here today, and you’re getting this unfair advantage before everyone else. And because of that, think how much you can capitalize on that? So that’s what this is all about. The first step, figure out the presentation, the title, the hook, the angle. What’s the hook? Then it’s like what’s the kind of like bridges that make it like, ‘Oh my gosh, this is what I’m getting.” I look at the 10x event last year where I did my Funnel Builder Secrets webinar. I didn’t start out by like, “Let me show you how to build a funnel.” I talked about, I had my hook and went immediately into Roger Bannister and the four minute mile and how the four minute mile was broken by him, and it’s kind of like this. “I’m going to break the four minute mile for you guys today, so you see it’s possible, and you’ll be able to go out there and do inside of your market.” And I shared the whole Roger Bannister story upfront. So that kind of like bridge that bridges this thing from the very, very beginning, that’s the key. So for me, this next presentation is the unfair advantage and I’m pumped about it. I’m going to be thinking about a million different kind of likes. It’s kind of like this, it’s kind of like this, it’s kind of like this. And it weaves throughout this entire presentation. So that is what a kind of like bridge is, you guys. I use kind of like bridges every time I try to teach a complicated concept, or I share the concept and people are like, “What’s he talking about?” “Oh well, it’s kind of like this…” and you make it simple, kind of like something they already know, but I also use kind of like bridges to encourage excitement of the thing they’re about to learn about. “So here’s the overarching hook, boom. It’s kind of like this…” And then people are like, “Oh my gosh, I see the future. I see what’s happening. I see this is why it’s exciting because man, that would be cool if Biff came and gave me the almanac of all the sports scores. That would be amazing. So if this is kind of like that, I’m pumped, I’m excited, I’m ready to race to the future.” Alright, that’s all I got you guys. I’m going to go finish getting ready for school. My little man, Aiden, he won an award today, or this week. So we’re going to go to an assembly and see him get an award for being a courteous student. So yay for the little man, he’s being very courteous. I love him. But Collette made him wear pants today, instead of his normal sweat pants or whatever, made him wear real pants, and he was super upset. So hopefully he will calm down and be happy because he’s going to be so cute getting his little award onstage. I love him. Alright, thanks everybody and I’ll talk to you guys soon.

Boom, what's up guys? This is Steve Larsen, and this is Sales Funnel Radio.   Today we're gonna talk about why selling is emotional, and how you can take advantage of that ethically in your own business.   I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio. What's up guys?   Hey, I'm excited for this, okay. This episode comes to you today... Okay, the next two or three episodes that I've done are things that I've been ripping from other places, and I think you're really gonna enjoy it.   This one's a Facebook Live that I did. There are a few people - really, really sad... I don't know if they're sad or mad, or they're fighting me, for whatever reason, on the fact that selling is emotional.   What I want you to understand is that there are three different phases in the sale cycle. There's the marketing phase. There's the selling phase, and there is the closing phase.   If you are not getting the cash you want to, but you're still closing people, it's 'cause you don't know how to close.   I'm gonna walk through and share with you guys why selling is emotional and what you're doing in the brain.   I don't know how you can get good at marketing, selling, or being a salesman without learning about psychology - actually learning about the brain and what happens there.   We are all different people, yes, but we still have a brain that very much comes from the same kind of area -  we have the same kind of tendencies, okay?   And so, what's cool about that is as soon as you learn the patterns of how to actually go out and be influential to your people and your customers, prospective customers, you actually can get them to do a lot of great things that will benefit them, that will benefit you, and help you be more persuasive in life.   So, what this episode is specifically about is ... First of all, I gotta teach you what's happening in the brain. I've never taught this before, ever!   I'm in this area right now where I've kinda been lookin' back, and be like "Hey, why did that work? Why did that work? Why did that work? Holy crap, look at that pattern." And so, what I'm tryin' to do is I'm tryin' to teach you guys the patterns that I was going through, seeing and doing, not always on purpose, okay?   And so, I'm gonna go through and I'm gonna teach you about chemicals in the brain, and I'm gonna teach you about what's going on in the brain psychologically when people start to hear about your pitch.   I'm gonna teach you how to actually go in and get around those things. I'm gonna teach you what you're actually pitching when you actually pitch somebody. What part of the brain are you actually pitching, okay? All those answers are gonna be inside this Facebook Live.   Again, I think this was like a 15-minute thing, but anyway, I'm a little fiery in it - just so you know - which I know is hard to imagine. I'm a little intense. I'm excited to be able to do this and actually get this out to you guys.   So anyways guys, thank you so much for watching this.   Please, I actually encourage you to take notes on this one. I don't necessarily always go very tactical inside this podcast, but this one, THIS has had a direct influence on my wallet, and I mean that in all seriousness. It has had a direct influence on my wallet, meaning getting much fatter.   It was when I learned what was actually happening in the noggin', and this comes from me studying a lot of different books, listening to a lotta gurus, going through a lotta courses, and a lot of my own personal experience.   There's really like two or three things specifically I'm gonna walk you guys through in this episode. So, honestly, I would grab a piece of paper for this episode...  And if you like it, please share it.   All right guys, thanks so much and please enjoy the lessons in this. They have been life changing for me and I'm excited. If it changes your life also, please, please...   Or if there's any piece into it that makes you go you go, "My gosh, I had no idea!" Please, please reach out and tell me. It means a lot.   You could even consider leaving a review on iTunes. Thanks, guys, bye.   Oh, what's up? How's everyone doin'? Hey, guys, I just finished a webinar. I am all sorts of hopped up on Goof Balls. My left eye's got the twitch which means this is gonna be good, all right!   Hey, real quick, I just wanna do a drop this thing, oh, I actually dropped my phone while I dropped it in. I just wanna drop this in the group, okay. I wanna, I wanna, I wanna, I wanna do some edumacation!   When I was in college, I wanted to make sure that I knew how to sell, so I explicitly went and started selling...   Steve Comments to the FB Audience: (I'm driving, the cars vibrating the steering wheel which is making this thing. I'm trying to make this thing stick and stay right there. Yeah, yeah, okay, all right. I know Facebook is still telling you guys that I'm live and I'm here, okay.)   ...I went and I started selling door-to-door and started doing telemarketing for the explicit reason of learning how to sell. I wanted to learn how to sell. I had no idea how much went into it. It was nerve-racking.   I remember the first time I walked into my first door for door-to-door sales. It was one of the freakiest things I've ever done in my entire life.   I walked up and I knock on the door and I forgot the script, everything left my brain. I did not remember what I was saying and, it was an awkward conversation. I just was looking for reasons to get off the door. They didn't have to kick me off. I turned around, and I walked away. I got off the door.   It was a terrible experience, and I was like, "This sucks," and I immediately was like, "Why am I gonna do this? Why on earth am I doing this door-to-door sales thing?" And, it became a challenging thing for me.   So, what I did is I started trying to learn more about why sales psychology is the way that it is. I started learning about different chemicals in the brain. I don't know how you can get good at sales without learning a little bit about the brain?  You gotta learn a little bit about that noggin and what drives people, what drives human interaction.   Steve Comments to the FB Audience: (And, I was trying to get this thing to stay inside my steering wheel. It's not gonna do it, so I'm just gonna hold it.)   Okay, this is what's interesting. This is what was fascinating about the whole door-to-door thing and about selling:   There's an emotional part, and there's a logical part to selling. Funnily enough, we think it's logical, and it's actually still emotional.   I know that I've talked about this before, but I just wanna drop this in here real quick.   So think about this, just follow me here, okay, 'cause I wanna talk about why, I wanna talk about why selling is emotional, and I wanna talk about what to do about it, and how it actually plays to your advantage when you understand how it works.   So, if any new thing pops into your brain - bam, the brain starts sending all these little warning flags.  It's looking for reasons, it actively seeks reasons to throw a red flag. Is this a red flag? Is this a red flag?  It actively looks for reasons to throw red flags at you.   This all happens subconsciously, and this is where fight, flight, freeze comes from.   This is where we say, "Oh my gosh, am I gonna be bored?"If I'm gonna be bored - if this is boring - that's a threat to my brain. It's a threat to my enjoyment, and I am not going to be part of it - therefore I will run.   If I think this could hurt me, there's a whole bunch of things that start runnin' through the noggin to see if it's a threat. Maybe it's not even physical, maybe it's just a mental threat, "This might be boring," okay?   What you're actually pitching in the first half of a webinar, during the story section, you're actually pitching that part of the brain.   You are trying to get beyond, you're tryin' to get around, you're trying to get beside, you're trying to get above, you're trying to blast through that part of the brain so that when people see your actual offer, you have actually passed that part of the brain.   You are bypassin' the hippocampus. You're tryin' to get back to the part where the decision making of the noggin is logical. You gotta understand what's actually happening when you start pitching somebody.   I don't care if you are an actual salesman, I don't care if you're just learning how to do a webinar script, I don't care if you're just actually doing a script, and you're recording it and you're gonna put it inside of a phone...   That's what's happening in sales every time.   So, think about this with me, though.   The first part, the story based part of any script is the emotional part of the actual pitch. As we transition into the logical brain, we start getting more logical - that's where the actual sale is happening. There are three phases in the sales cycle.   The first phase is marketing, and that's the emotional part. That's the storytelling part.   The second phase is selling, and that's where you're actually presenting the offer. That's where we start to transition into more logical things.   The third phase in a sales cycle is actually closing. Closing is that last piece, and it's the piece that most people do not do. Guys, cash is in the close, right. Cash is for closers, right!   How many of you guys have sold something to somebody, and they're like "Man, I really wanna do that," but you never actually collect the cash? It means you did phase number one, phase number two, but not phase number three, the closing, okay?   So, there's the marketing which is the rebuild, I do not mean logos, I don't mean colors, I don't mean anything like that. I don't mean freakin' slogans or business cards.   When I say marketing I mean: "marketing's the act of changing people's beliefs with the intent of a purchase." It's my own definition, but hopefully, it's cool? I'm gonna change someone's beliefs with the intent of a purchase.   Phase number two, I'm gonna get him into the actual sale itself. It's me going through the offer. I'm gonna go through my stacks, okay? I'm gonna go through the actual offer, okay?   Phase number three, that's the close. The close is the logical reasons to act now. That's what closing is. Selling and closing are not the same thing. Just like marketing and selling are not the same thing. There are three different phases.   The first time I realized this I was riding my bike home from campus. We had no money, so I was riding a bike. We had one car, we couldn't afford another car, and I was like, "I feel like I'm studying like crazy, I'm learning a lot. Why am I learning so much? I know how I build my business in this scenario. I know what I would do in that guy's business. I know what I would do, but why am I still broke?" That was the question that I had in my head. "Why am I still broke if I feel like I'm learning so much?"    Steve Comments to the FB Audience: Yeah right, Shawn exactly, cash is for closers, right.   But I still didn't understand the difference between marketing, selling, and closing. Those are the three things to study. Those are the three of the highest leverage activities you could ever marry. Those are three of the highest leverage skills you could ever go learn.   #1:Marketing - Storytelling for the sake of a purchase coming up.   #2: Selling - How do I create an offer, right? I call 'em purple offers. How do I create an offer for the intent to fill the promise that my story's made, right.   #3:  Closing - How do I actually get the cash now? "Is that debit or credit? Hey, when you purchase right now go get it right now, we're actually gonna throw in X, Y, and Z for free."   There are logical reasons to act now. It's still emotional, but people think it's logical.   It's called the theory of cognitive dissonance.  I don't wanna get too deep in this. I don't wanna dig too deep in it, but you need to understand 'cause you're doin' this to your customers.   I want you to understand why you may or may not be selling people well, okay? It's great to have success. It's freaky if you don't know WHY you had success.   And so, let's say you go into the grocery store and I'm sure no one's done this, I'm sure I'm the only one, but you go into the grocery store to get some eggs and you walk out with milk, bread, three movies from the $5 bin you weren't plannin' on buyin' and a whole bunch of other stuff, right, a t-shirt, right. How many of you guys have done that?   What's happened is all emotional. The 'threat' walls went down, I can see that I don't need to fight, flight or freeze. I don't need to do any of those things and, I went through marketing to make me desire those products. There's an emotional piece to me.   Secondly, I start seeing this offer, and I think "Oh, it's only $5 and I'm here." That's a close, though. I'm closing myself, okay? Those are logical reasons to actually get me to acting now.   Then what ends up happening is as I leave the store, after  I make the purchase the emotional part stops in my brain... (I think it's the right brain.) The right brain stops overriding the left which is the logical part of the brain.   The right brain starts to die down, and then the left brain logically starts turning on and asking, "Why did I buy that shirt?"   And this is where the theory of cognitive dissonance comes in.   The logical part of the brain doesn't want to think that it may have allowed you to spend too much money, or buy things that you don't need, so what ends up happening is that the left brain starts to take over and begins to logically see how what I purchased actually is my identity.   "I bought that shirt because it represents me. I bought those eggs because I'm a smart buyer. I was already here, so buying it was smart it saved me time. I'm gonna buy it because it saves me money."   Your brain tries to increase the attractiveness of what you've chosen - so that you feel that you've made a good decision.   When you think of buying a product, the right brain begins to override the left and emotion takes over. You start to get a rush of chemicals inside the brain which make you feel good causing you to want to buy.   After the purchase is made - when you've gone through stories. You've gone through presenting the offer. You've gone through actual closes - the reasons to act now - what ends up happening is the right brain starts to shut down again. Logic and reason start to turn back on, and you think, "CRAP!"   And this is  where buyer's remorse can step in:   "Crap. I just bought a shirt, I didn't even need it, and it's $50!" But the logical part of your brain doesn't like this feeling so it starts to counteract with reasons why you made a good choice.   You start to see the ways in which the shirt represents your identity: "That was a good choice. You are so smart. Look how much money you saved. You'll look great in that shirt. Cool people wear those shirts. I'm glad we didn't miss that deal - that would have been dumb."   That's how your customers start to justify buying products from you.   It's the reason you are a Funnel Hacker. Why'd you buy that product? "Because you are a Funnel Hacker." It's logically justified.   The emotional part of the brain turned down, the chemical rush that goes on in this side of the brain shuts off, and the logical side starts to say, "Holy crap, what just happened?".   Okay, check this out. What are the chemicals going on in this side of the brain? You have to understand this:   On the right side of the brain there are chemicals going on. You must know what these are. There's four of them. You all know what they are?   There's dopamine, there's endorphins, there's serotonin, and there's oxytocin. You can think DOSE = dopamine, oxytocin, serotonin, endorphins, okay?   Let's walk through 'em real quick, so you know what's going on and what you're doing to people. You must activate these chemicals in the brain in order if you want the emotional right side of the brain to override logic and desire your product.   Now be careful, 'cause what I am talking about right here you could easily go, and you could actually take advantage of people. Please don't do that.   What I am saying is that you can make more sales if you get people to have that buyer's rush. They want a rush, meaning they want the endorphins. They want to be able to feel the thrill of buying. People like to buy crap. So give 'em the rush, don't take away the rush.   Now, think about this:   D is for dopamine. Dopamine is a chemical of distraction. Every time your phone pings, ping, every time you look at a text, every time someone sends you a message or gives you a phone call, and every time that you go and you smoke a cigarette. Every time you go and you drink, you do drugs, look at porn, okay, anything like that...   What the brain is seeking is a distraction from current pain. That's what's happening. You wanna have more control in your life? See and figure out where you're seeking a dopamine hit, okay?   There's a reason why it's hard to get a hold of me. I am hard to get a hold of because I control technology, technology does not control me. I don't seek my dopamine hits from my phone. Does that make sense? I'm very purposeful on that, and that's the reason why, okay.   Dopamine is the chemical of distraction. Now, dopamine is also the easiest of the four chemicals to get.   When  I want a dopamine hit it's very easy to get it, right? You can get that hit in multiple places, homemade, directly from your own brain. Bam, feel good, right! It's the easiest one to get. It's also the most addictive.   I'm gonna go and do some behavior that may be good or may be bad, and it's what's gonna cause that addiction to happen. Now, you have to understand, your customers want a distraction. I'm not telling you to become addictive, but you can do this.   Be careful with what I'm telling you. This is real stuff, okay. This is why I sell so much. I know why I do. I know why I'm fun to watch on stage. I know why my podcasts get people "rrrrr," I know why. I know why. It's because I'm playing with four chemicals in your brain, and I know the levers to pull on each one of them.   So let's keep goin', okay.?   Let's go to endorphins. Endorphins and dopamine are the easiest two to get. Endorphins actually require a little bit of work on the individual's part...   I'm gonna feel endorphins after I work out, or in the middle of it. I'm workin' hard, my body releases endorphins - it's actually is a chemical that takes a little bit of work in order to get. It's literally, you know, a carrot and stick rewards system back and forth.   When I have a customer, for example, walk down a success path... Let's say they buy, and I'm like "Cool, the first thing I want you to do is today, just go set up your account and X, Y, and Z."   If they do it, BAM, they're probably gonna get an endorphin hit because they checked a box.   Those who got straight A's in school, they're very familiar with endorphins.   They put work in, they followed the system, they got the checks. People want that. They wanna check the box. I wanna check the box on life. I wanna check the box on the products. BAM.   How many of people have you sold who have never done anything with your product? That is a check the box driven individual. They love endorphins…   They solved the problem with the product emotionally - they checked the box with endorphins inside their head. BAM, they feel great, that's all they wanted. They wanted the hit.   Let's go to serotonin.   Serotonin is the chemical of status. Status. Status. Status is easy to give somebody when you're sellin' a product.  When you give them a new identity, that's one of the easiest ways to do it:   "Hey, what's up, Funnel Hackers? What's up, 2 Comma X people? What's up?” I call a lotta people “my mavericks,” and what I'm doing is I'm giving them a boost in status.   What are we doin' when we give a 3 Comma Club Award to somebody? Bam, serotonin! That is a status increase. "Look at me."   Why do we show pictures of ourselves with famous people? I took a picture with Tony. I took a picture with Russell. I took a picture with this guy... because it gives us a status increase and a serotonin boost. We literally are giving ourselves a hit of chemicals in our brain. Boom!    "Ahhh, yes! You see, you see me, and you see you, yeah you see me, you see you, you see me" Right, that's what's goin' on -  we're givin' ourselves a hit, and that's very, very important to understand.   Now, weave that into your sales message.   That's why when I get on the web, and I just did a webinar for Funnel Builder Secrets for Russell, that's why I say, "Guys, I'm gonna invite you to BECOME, (keyword), I'm gonna invite you to BECOME (shed identity, claim new identity, serotonin) Funnel Hackers later today on this presentation."   I'm literally setting the stage so they can get serotonin when they purchase.   #New identity. #Dopamine hit, #∂istraction, "Thank you for the webinar, Stephen. I did a little bit of work, put my credit card in. I feel great, #endorphins, I did some work on my side. I've had three of the four chemical hits going on in my brain."   Let's talk about the last chemical. It's the hardest to get. It's oxytocin. Oxytocin's very, very powerful, and it is actually the one that we seek the most.   Without oxytocin a lotta these other chemicals, they feel like, you know, they're not all distractions, dopamine's the distraction one, but we're not totally satiated without the fourth one, #oxytocin.   Oxytocin is the chemical of connection. It is the one that we seek the most.   Oxytocin makes us do lots of crazy things. It's the one where we're madly in love,  or, the one where we are joining a community. We feel a lotta connection with an individual or a group.   Right now, if I were to tell you a story, I know I'd have you in a position where I could get you feeling oxytocin with me. It's the reason we have you tell an origin story.   It's the reason why Secret One has a story. Secret Two, Secret Three - they are developing oxytocin. It's a very hard to get chemical. The connection is with you, not your product. You understand?   To sell a product, you go in; you've broken and rebuilt belief patterns, you've given 'em four hits of chemicals in their brain.   Now I'm tellin' you there's a lotta ways to take advantage of people with this kind of information. Do you understand this stuff?   So, let's recap:   The first half of the webinar is highly emotional.   There are three phases of a sales cycle.   The first phase of the sales cycle is marketing. That's where I'm tellin' 'em all my stories. It's where I'm gettin' a whole bunch of oxytocin into their noggins. It's where I'm giving them a distraction, a lotta dopamine. I'm givin' 'em a lot of endorphins, if they do little things with me, "Come over to the chat box real quick. Tell me how you're doin? Where you're from?" That's gonna help them. "Whew, I did it!" - Little, tiny endorphin hit, bam!   Later on, I'm gonna invite you to BECOME, shed your old identity, BECOME a funnel hacker, #serotonin. I'm tryin' to weave these things inside each one of, each phase of the sales sequence.   Okay, so first phase right, in the sales cycle, marketing, the act of telling stories with the intent of changing beliefs for a purchase to happen. That's marketing.   Sales. When I'm sellin' somebody I'm presenting them an offer. I'm going through, and I'm showing 'em, "bam, bam, bam, bam, bam, here's my offer."   I'm still tryin' to lace in each one of those four drugs inside of the noggin, okay?   Third phase is closes. Cash is for closers. How many people have you sold where they actually didn't actually end up paying you? That happens all the time. It's because you're not good at closing yet.   You get good at closing, study closing! You gotta understand that, okay?   And again, to recap:   When we go in, and when that purchase happens we enter an emotional phase. I'm seeking four chemicals on the right side of my brain. I want the emotional part. I want the creative part. I wanna go feed the noggin. I want the hit. I want the distraction. I want the status. I want the connection.   The right side of the brain begins to hijack the left side, and you get into a phase of emotional buying: "I was just here for eggs, but I really want that shirt. I was just here for bread, but I really want this. Wow, I really like that balloon. Oh, it's attached to a car. Maybe we should get a new car."   Emotional, emotional, emotional, emotional, #dopamine hit, #dopamine hit, #dopamine hit. Does that make sense? Lots of hits.   As we leave the actual sales process, when a sale has actually happened, when you've closed, and there's effectively cash in your hand the theory of cognitive dissonance means that the emotional part of the brain starts to die down - those four chemicals start to go away, and the actual logical part of the brain comes back and says, "Crap, I just spent money I was not planning on spending," and it freaks out. The only way to prevent your customer from having buyer's remorse is for you to get as many of those four chemicals, #dopamine, #oxytocin, #serotonin, #endorphins, fired inside of their noggin so that afterwards they literally apply the product to their identity:   " Well yeah, I bought the shirt because I'm a smart buyer."   Does that make sense? I am now basing my ability to be successful on me, and my actual worth, my actual self, my actual self worth, my actual identity, my essence. We all do this:   “I'm gonna go into the store and I'm gonna buy a bunch of crap I did not mean to buy.” Afterwards I'm gonna logically justify it, so I'm like, "Crap, wait, should I have bought that?" Logical, logical, logical. "Ahhh, here's all the other reasons. Here's all these pre-stoked reasons that Stephen gave me at the end of his presentation why I should have bought. Oh, because it was 50% off, so I'm smart. Oh, because if I bought now it included X, Y, and Z. Oh, because if I got this I also got one, two and three. Oh, because of this, this, this."   These start to hit all these logical part of the brains: "plus I'm a smart buyer, plus I'm a funnel hacker, plus..." Does that make sense? This is FREAKIN' HUGE!   You need understand what you're actually doing to your customers in the brain.   It's the reason we have you tell so many stories. It's the reason I beg you to become a storyteller.  And it's the reason why I have you guys focus so much on your offer. It's the reason I have you guys go and say "Look, here's your closes."   It's not enough for you to just be a good storyteller. Sure you are gonna make more money than if you're not, but being a good storyteller, makin' a great offer, but not knowin' how to close.... You're NOT gonna get paid, right?   So, these parts of the noggin you have to understand:   We got those three phases happen. Next, the fear of cognitive dissonance happens when I leave the purchase. After that I begin to logically justify why the product represents my identity.   The right part of the brain after I've gotten the four drug hits, start to die out, and the logical part of the brain comes back and says, "This is me. That's why I did it, because I'm a smart buyer, because I'm a funnel hacker."   I have shifted their identity, okay.! Huge, massive, monstrous lesson.   So, anyway I started this just like seething and goin' nuts, but anyways, I just hope you're doin' well. I'm excited for every one of you guys. I'm excited for Q and A's tomorrow with you guys, but anyway, keep on the path.   Understand what you're doin'. Understand this is literally the power of mind control in the real sense.   Is it like telekinesis, aka X- Men crap? No, I'm not sayin' that at all. But, I am sayin' that when you understand the levers that cause humans to act  - this is super powerful stuff, man. This is like super intense.   Every time you're on with me, I’m tryin’ to give you a dopamine hit. It an easy one for me to give you. It's a chemical distraction.   An oxytocin hit, that's the hardest one to get - it's the chemical of connection - and so, I'm gonna tell a lotta personal stories to break your walls with me.   A serotonin hit, that's the one of status: "You are freakin' awesome. I think entrepreneurs changed the world," BAM,I just gave you a serotonin hit - especially if I attach that to a story.   I'm gonna try and give you an endorphin hit too. If I can get you to interact in this, "Right, go ahead right now and start giving me some hearts if you could. Give me some hearts if you guys have liked anything I said here at all.  It's been amazing, give me some hearts."  Okay, oh my gosh, that was crazy. I realize now why it's so powerful. Bam, I just gave you some freakin' endorphins.   That's the chemical that you have to actually participate in to get. When I weave all four of those chemicals in, I have a very strong chance of my customers being able to emotional sell themselves, and logically sell themselves - and once the four chemicals have died off, post purchase. “BAM. See you on the freakin' Two Comedy Club stage baby. Whew!”   Whoa, thanks for listening. Gang, please remember to a rate and subscribe.   Hey, you 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.  

Boom, what's up, it's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about how to sell other people's products that you do not control. (Stephen is wearing a chicken suit)   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.   All right, that was a little weird, and it was crazy hot. So anyways, I was gonna wear it for the entire episode, but I'm gonna take it off.   Hey, so what's with the chicken suit?   A little while ago Dana Derricks, if you do not know who he is, he is a copywriting master, he's a complete rockstar! Dana was brought in by Russell to help figure out other ways to sell Clickfunnels based on the different audiences that they had.   Think about how cool that is! Okay, let me just go full circle...   When he showed up, he gave me that chicken suit I ended up riding it home on my motorcycle. If you want to watch, it's on Funnel Hacker TV -  it's pretty funny. That thing is hot though!   Anyway, think about what Dana Derricks had to do? I digress, we're back to this "serious marketing" - you guys know me ;-)   Okay, let’s think about what Dana Derricks had to do. He had to come in, and he had to figure out how to sell a product that was not his, okay?   Now, why does this matter?  It matters if you're in affiliate marketing, it matters in general...   I really believe that you gotta be amazing at doing this as a whole - because if you can figure out how your competitors are selling their products, and figure out how you would sell their product better, you're already gonna get more customers than they have.   So follow me here for a second, okay?   I have had the incredible honor of being asked by Clickfunnels, by Russell, by Dave Woodward, to come in and do the Funnel Builder Secrets webinar.   If you guys know the 90 minute $3 million session that Russell did, it was with the Funnel Builder Secrets webinar, and they've asked me to come in and be the pitch guy for it now - which is really, really exciting.   I think I'm safe to announce that? They were puttin' it out on the affiliate group for Clickfunnels a bit ago, so I think I can say it? If not let me know and I'll take it down... I'm really, really excited about it.   The reason I bring this up is, if you think through what Dana Derricks had to go through to write a script for a product that was not his own, right? How powerful that really is. Now follow me with this...   The pattern that he has to go through is pretty fascinating, he has to put himself in the shoes of Russell. “How would I sell this if it was mine to sell? How would I sell this if it was something that I bled for to create and bring to life?”   We all love our products, we love our businesses, and we'll stay with them for a long time...   I got my whiteboard here 'cause I wanna share with you guys a few things 'cause it's the same thing I've had to go through this past little bit here.   Funnel Builder Secrets is not my product, but I have to write a script. They're letting me rewrite the script with my stories and my things in it to help sell an offer that is not mine... and so I have to think it through.   It's easy to do this when you are selling your own product because your stories tie into certain elements inside of the product; this story relates into why this product's in there, and this story ties into why that product's in there, all right? ...   For example; "It was this full amount, price drop, get it today for this amount." - It makes more sense.   I don't know if you guys have been watching, but Kaelin Poulin just went, and she rewrote some of the Funnel Hacks webinar doing this exact same thing with her audience. I'm going through this as well, right now.   This is a fascinating thing to think through. If you guys have a product, by the way, I wouldn't begin in this manner.   So two things here:   Let's think about the timeline that Russell Brunson has gone through, along with other massive sellers on the internet, to get to this kind of space now, okay?   #1: They figure out the one audience,   I got a whiteboard here, they figure out the one audience, the Red Ocean, that would love to see their product.  And they're like, "Sweet check it out! Here's Clickfunnels or whatever, here's this product or that product,” right?   They have to write the script for that one singular Red Ocean.   Most the time when people write a sales message, or they write anything that has to do with trying' to sell any product, one of the easiest ways to screw it up is to write it for multiple audiences.   "Well, you know who could buy it? This person could buy it, and these people could buy it these people could buy it, these people could, could, could, could, could."   That's not what you guys have to answer first. The first thing to answer when you're writing a sales script is "Who should buy it? Who is willing and able to spend cash on this? Who is my dream, dream customer?"   Not, "this person could" and "these people could" and "that audience over there, they could?"   That's the fastest way to, number one, not sell, and number two, to make somewhat of a hellish scenario where you service people that you don't want to - Speaking from experience here, all right? Four or five years ago I totally did that.   There's like flakes of chicken all over the place around me, little chicken hairs all over the place. Anyway, so number one, you gotta think through who the best purchaser for your product is? So think through right now. Clickfunnels has done that. I've done that with my products. I know the best purchaser for my products. Russell knows the best purchaser for his products.   For Funnel Builder Secrets, Russell knows the best people for that thing.   Let's say we're selling Funnel Builder Secrets - which is what I'm gonna be selling - what I'm doing' for the next few days is just workin' that script, workin' that script, workin' that script, rewriting it.   But think about the pathway that Russell went through, the timeline as far as the script goes, the maturity of the script...   And I know I'm getting deep here. It's a little deeper than I normally get on this, but think through this with me and follow me for a moment, okay?   If I'm gonna sell Funnel Builder Secrets to people to people in the Red Ocean...   The first time the script was created, Russell went through, and he figured out the best audience the best fit of buyers for the Funnel Builder Secrets webinar.   One of the easiest things we can do now is figure out other "Sub Red Oceans" - that's what I call them. They're Sub Red Oceans - SROs.   Sub Red Oceans are people who could accept the script as well.   Take the ClickFunnels example; when Russell's selling ClickFunnels on a webinar, (if you guys haven't seen it, it's called Funnel Hacks, you guys can go get free funnels from ClickFunnels at salesfunnelbroker.com and  click on Free Funnels up on the top right - it's an affiliate link of mine, but it gives you a two-week trial and a preview of funnels for your stuff.)   Okay, so think about this; if you go to Funnel Hacks and watch the script -  what it's doing is targeting people who are using websites.   Remember he threw those rocks at websites: "Websites are dying, websites are crap, you spend ad money on websites, and it's the fastest way not to get any return," right?   He is throwing rocks; websites are the Red Ocean.   As the script progresses, he knows that's the correct pitch for these people, then he'll start bringing' in other audiences.   People are like, "oh you know what, it makes sense, but I don't have a website, but oh man, I'm, I don't know, I'm a coach, I don't know if this works for me in coaching?"And Russell's like, "it works for you, it works for you."   Just follow me for a second, I know this is kind of all over the place, just, and we'll go full circle here, you're gonna be like, whoa! I'm hopin' you have like the big whoa moment, okay? Follow me for a second, okay...   He's like, "Check it out, it is for coaches." And people are like, "oh, ClickFunnels is really cool, but I don't know if it works for me, I don't know if it works for me, I don't have a website, and I'm not a coach - so I don't know if I can use it? I'm actually in retail." And Russell's like, "oh crap, wait!  It works for retail." And then he goes and he adds that in the script, right?   Then he'll add B2B in the script, then, the next thing, and the next thing, next thing, next thing, next thing... Info, MLM, ecom, supplements, bam bam bam. “It works for here, it works here.”   Here's the fascinating thing about this; now who told Russell which audiences should be in that script?  The market did - the market told him.   It's not like Clickfunnels is over here on the side doin' things like, "hey check it out! This person could, they could, they could, they could, they could."   Now the market's going, "oh I'm not gonna buy it because I'm not, I'm not, I'm not, I'm not." And we're like, "but it works for you, wait a second, it works, it works, it works."   You let the market tell you what Red Oceans, what markets, what little pockets and Sub Red Oceans of people are great to include inside of the script.   Think about what I'm doin' with Funnel Builder Secrets... This is a little bit of a different-style episode, I just think it'd be kind of cool and valuable to do with you guys, okay?   Now that he's got this script completely nailed down for the audiences that keep coming to him and we're like, no it does work for you, that does work, I would use it like this for that, no, you know, and he's got that down now, right? Now that that's down, okay, that has helped create two things here:   We know "WHO" we're selling to and we know "WHAT."   We know "WHAT" the offer should be. It has been proven, it has been vetted, the market has spoken and said, "Yes, we will give cash for that."   So my role is to I come in and be the pitch guy for Funnel Builder Secrets. I don't really change the "What." I actually don't even really change the "Who."   I don't change the "What" - I don't change the offer.   What I'm doing is I'm changing the stories. I'm not gonna go in and tell potato gun stories. I'm not gonna go in and tell the stories that Russell would normally tell.   The audience doesn't know who I am, right? As far as sales psychology goes, there's really two intros in any script.   Guys, again, follow me here, I know this is not a normal Sales Funnel Radio episode but stick with me for a moment, okay?   There are two intros inside of any sales script. And people screw this up all the time...   In the first intro, you gotta answer the question, "What is this? What is Funnel Builder Secrets?"  It's this knee-jerk reaction that people are gonna have to keep them safe. It's a reaction from the part of the brain that keeps people safe, okay? You know, the "croc brain."   If you guys ever read the book Pitch Anything, it's a fantastic book to go read - one of my favorites...   But first thing we're gonna do is we're going to intro, I gotta intro Funnel Builder Secrets itself, okay?   The second thing, (and this is the reason I can't go tell Russell Brunson's stories even though it's Russell Brunson's product), I gotta tell my stories.   The second intro is an intro to me. "Okay, okay, you've made me feel safe, you've made me feel okay, I know what Funnel Builder Secrets is now, okay, I have the expectations for what the rest of the script is gonna be." They're not gonna say that, but they're feeling those good, warm fuzzies.... "But who are you?"   That's like the second thing they're gonna start feeling  - so I have to intro that.   So we're still targeting the same "Whos,"  the market has spoken, the market has said, you know what, I'm a good fit for this. And we're like, "oh cool, we didn't think about that. We'll add that to the script." And so we have a big list of what all these WHOs. "Oh, I'm in retail, B2B, info, supplement, ecom, MLM, Coaching, info product, physical products." Tons of lead gen.   Anyway, we know what all the "Whos" are, and the market keeps telling us who the best fit is. Very key.   We also know what the best "Whats" are. "First you're gonna get this, and then you're gonna get this, and you're gonna get this, and you're gonna get this."   There's a portion of that offer that comes from the market telling us, "You know what? I would buy this main thing up here, I would buy the main product that you're talkin' about, but I just don't how I can X, Y, and Z?"  And we're like, "Oh, cool, okay, let's go add another product they'll get for free that will answer that when they buy the main product." Crazy cool, right?   So we have the right "Whats." We got the right "Whos."The thing that I am switching is the stories, okay?   I'm still introing the webinar the same kind of way that Russell does it, but  I have to introduce me - so they know who the heck they're listening to -'cause the sales psychology's gonna stop if I don't do that.   But I gotta go come up with my new stories. I gotta come up with a story for secret number one, a story for secret number two, a story for secret number three.   (If this is completely Greek, if you have no idea what I'm talkin' about, then you have got to go read the book Expert Secrets   Those are free sources guys, they're worth more than my entire marketing degree. That's not a joke...   I've learned more from those books and more from those resources than my entire degree - which took five years - and I don't use any of it.  I use everything that has to do with those books though, okay? )   Anyways, I have to come up with the stories for me - even though it's not my product.   One more major point here, and hopefully I haven't spoken too much and gone too crazy here?   I remember I was riding my bike home one day from college classes - we didn't have enough money for another car - and frankly, my pride was on the line a little bit.     I had tried at least 10 businesses on my own, and they'd all failed or barely broke even.   It was a nice summer day - usually, it was freezing, and I was beating myself up with phrases like "Man, you've been studying this for years, Stephen, what's wrong with you?  It's gotta be you, Stephen, 'cause all these other guys are doin' it - what's wrong with you?"   Don't do that beat yourself up - it doesn’t help.   … But that day, I was beating' myself up. I was like, "Man, I've been studying like crazy, I know what I'd do in this scenario, I see that guy's business in that scenario, I know what I'd do over there, I know what I'd do over there." And I was like, "but why am I still poor?"   It was a big question for me, and I remember that there was this idea that came flying' into my head...   First of all, I was like, "Well shoot, I'm not even asking for anybody's cash anywhere, you can't even give me cash anywhere online, so that's dumb, why am I complaining?  There's not even an ability for somebody to be able to pay me."   Number two, (and some of you might laugh at this, and some of you guys are gonna be like, "what?") I had never considered that there was a huge, stark difference between marketing and sales.   Sales is not marketing. Marketing is not sales. They have very specific different roles - they have very different functions.   I had been doing door-to-door sales and telemarketing for the explicit reason of learning sales. That's actually why I did it. I wanted to learn like consciously, that's the reason I chose the door-to-door.   I was like, "you know what, I know this is gonna be terrible, it's gonna be hell sometimes, I'm gonna get the door slammed in my face like crazy, I'm gonna go make door-to-door sales," and that's one of the reasons I did it.   But riding home that day, I realized, "Crap, marketing isn't sales. I've been studying sales, what the heck is marketing? Like dang, it!”   So to just sum it up real fast here, and not make this like a course:   Sales are what happens face-to-face. That's what I was doin' door-to-door, that's what I was doin' over the phone, I wasn't face-to-face but you know what I mean, I was with the customer, right?   Sales are what happens face-to-face, but marketing is how you get them to your face.   This is an area that a lot of people don't study ever.   And so, if you think about what I'm doing with the Funnel Builder Secrets webinar right now, you think about how this whole thing works…   What I am doing is I am affecting the marketing of Russell Brunson's Funnel Builder Secrets script, but I'm not affecting the sales of Russell Brunson's Funnel Builder Secrets script, okay?   Again, one more time, follow me here, let me draw this on the whiteboard.   A script, any sales script-  not just a webinar - at the beginning of any script, it’s very marketing driven.     Another way to define marketing is "the act of changing somebody's beliefs for the intent of a purchase to happen." You're just changing somebody's beliefs. You're changing the way they see the world, all right?   You're educating with the intent to change beliefs in hopes that it leads to a purchase. That's really what marketing is.   Sales, sales is just reasons to act now, okay? "Here's what you're gonna get - 50% off - Price goes up at midnight."Countdown clocks here!” Those are all sales tactics, but they're not necessarily marketing tactics.   A marketing tactic has everything to do with the actual stories that you tell, it's the way that you break and you build someone's belief patterns.   So my task for this webinar, which I've been incredibly honored to do...   I'm excited guys, I get to do it with these massive people in their audiences and close them, right, and do the webinar for that person in Russell's name, right?   I'm hopin' in the future it turns into some traveling and doin' it on stages, that would be really fun, anyway, that'd be really cool - 'cause Russell is the CEO of a major company so he can't really do all the stuff anymore, right?   So think about this, any sales script is really broken into two major pieces... there are more pieces, but there are two major pieces... The biggest thing that's happening at the beginning is marketing.   I'm tellin' stories with the intent to change your beliefs,  and the way you see the world, to help you understand that you're not seeing the world the way it really is.   For example:   "Oh man, don't use a website. Last time I used a website blah blah blah blah blah blah..., and it was a terrible result, and this guy said the same blah blah blah blah blah blah, blah."   I start changing' the way you see the world:   "Oh, I always thought websites were the bee's knees, and the cat's meow - baby, like websites are everything."   And suddenly, they're like, "Oh crap, this guy says they're not, what's the answer?" Then Sales swoops in... Does that make sense?   So I'm gonna tell marketing stories, and that's what's gonna happen at the beginning of the script for the first half or maybe more - when you think about the timeline of a script going' on the first half is marketing.   Then somewhere down the road, we flip into sales mode. Then I start talkin' about the offer.   I start talking about logical reasons to purchase now. I start talkin' about what you're gonna get when you act now.  I start talkin' about what will happen if you don't buy now.   I begin answering objections. "I don't have money." Well I'm gonna answer that objection. "I don't have this." Well I'm gonna answer this objection. At the end, I'm using some closes, "Go buy - Go to this URL - Open up in the tab - Go here!"   I feel like I keep saying this over and over in all these other subgroups I'm in, but I've never mentioned it on my podcast - that's why we're diving' into this.   I know it's a little bit deeper, and a little bit more tactical than I usually go on this show, but I just hope it helps.   When I look at a script, there are two major phases, so what my role in this webinar is,  I'm not actually adapting or changing Russell's offer at all, right?   Dana Derricks didn't change Russell's offer at all - it's still Clickfunnels, right? However, the lever that you can change, the lever that you can adapt when you are not in control of the actual product is marketing. You can control the stories. Those are levers you can pull.   The actual offer is over on this side, all right? I'm not touching it, I'm not gonna change it.   I'm not gonna pull out the different products or put them back in. Why would I change that? It's an amazing offer. I can't even compete with the things that are in that offer - it's incredible, absolutely incredible! Why would I ever touch it? That's not what I'm touching.   The thing that a lot of affiliates do, and even JVs, is they'll be like, "But what uh, uh???" and they stress out, they're like, "How do I sell this offer?"   Don't worry about the offer! The offer's already sexy. It's up to its creator to make the offer amazing, absolutely attractive and absolutely incredible.   The place that you go and you spend all of your time in is this marketing. What are the stories that you can tell that will break and rebuild beliefs?   What's the stance you can take? What attractive character attributes can you take on?   The stance I'm taking is very much that of a reporter. It's Funnel Builder Secrets and I was the lead funnel builder at ClickFunnels for a little while, right? I was Russell's funnel builder, and that means I should probably be able to sell Funnel Builder Secrets quite well.   I'm gonna go through and adapt the stories. It's gonna be fascinating.   There's not gonna be a potato gun story in one of his scripts - so that’s gonna be really weird ;-)   Anyways I'm really, really excited!   So just know when you don't control the offer, it's more about the stories you're gonna tell in the beginning.   It's more about the pre-frames, before they see the offer.   You're not gonna touch the offer, don't try and, don't even worry about the offer.   If someone's like, will you promote my thing, and their offer is not drop dead sexy, don't spend the time comin' up with the stories.   Your job is to break and rebuild the beliefs that they have about what's possible so that when they see the offer, they're like, "Oh my gosh, that's a new vehicle. That's a new opportunity for the desire I have. That's a new way for me to get what I've been goin' for all along."   What bridges that gap is the stories that you tell.   So I'm going in and creating all the stories that could break beliefs. I'm pre-thinking the beliefs that I'm gonna be breaking - so I can match my stories to them, and tell them in a way that causes the epiphany in their head - "Wow, I gotta get this offer!"   So anyways, I just thought that'd be kind of a neat episode.   I know this is a little bit different style, and it made me think of Dana Derricks with the chicken suit. I was like, "Oh yeah, it's like the time Dana came in, and he was selling' Clickfunnels."   Clickfunnels isn't his, but he was still adapting and helping to write the scripts. Fascinating!   So, anyways, we got a chicken suit on auction... if you guys want it, bids start at a million buck.     All right guys, we'll talk to you later.   If you guys have enjoyed this please, please, please share this, please, please, please go tell iTunes Zeros & Ones with the review, how awesome this has been.   Please go review it, it really means a lot to me, and I've spent a lot of time putting these things together for you and I just hope that it helps break and rebuild your beliefs on how you can build a successful sales funnel.   Guys thanks so much, talk to you later, bye. Oh, thanks for listening. Hey please remember to rate and subscribe.   Hey you 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.

Let's dive into WHAT gets you paid. It's not the offer!... Hey. What's going on, everyone? This is Steve Larsen. You're listening to probably one of my favorite episodes of Sales Funnel Radio so far. I've spent the last four years learning from the most brilliant marketers today. Now, I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio... What's up, guys? Hey, I know probably every episode is my favorite episode when I'm doing it. Anyway, this is one of the core reasons and ways to actually make more money... What? Hopefully, that's an exciting topic for you. Hey. Next to me to my right right now, it's a chest. I've got a bunch of random stuff in there. Some guns in there. Frankly, it's extremely very thin, brittle chest. It's slightly painted green. There's these little latches on it that are all rusted out. Frankly, it looks like a piece of junk. It does. For right now in today's value, you probably wouldn't get much for this, which is interesting. How many guys want to buy it? I would love to maybe ship it out to you if you guys want to buy it. Anyway, that'd be really, really awesome if you guys want to purchase it. You're like, "What, Steve? Are you kidding me?" All right. Let me shift it up for you now. Let me tell you that this chest belonged to Captain Wayne Kartchner, an ancestor of mine. This thing is old, guys. This is an heirloom. It's next to me. it's rusted out. I do keep a few things in it but it's next to me here. Captain Wayne Kartchner. I've got several military members that have been in my bloodline, which is part of why I went into as well for myself. Interesting. How many guys want to buy it now? Would you be shocked if the price that I sold this for after telling you that story would be a little bit higher? No. It wouldn't shock you, would it? It would not shock you at all that I'd actually charge more money for that. Hey. I've got some pieces of dead tree over here. It's awesome. There's some blank ink on them. It's a book. Anyway, how many guys want it? Sweet. Sweet. Cool. You know, I'm going to sell it for 100 bucks. If you guys want it, just message me right now. Is that cool? All right. What if I was to tell you that this one book has made me a butt ton of money and has actually given me the life that I have been wanting really, really bad? Cool. Is it worth 795? You guys get what I'm getting at? Hopefully, you are. One of the questions I've been getting a lot lately... Some guy wrote out and he said, "Hey. This is one of the topics I've been pounding on a lot lately for my coaching students." I wanted to be able to go in and I wanted to teach you guys the same thing. This is important. This is very important... What I want you to know is we're about offer creation. Offer creation and storytelling. Those are the only two things that I really care about anymore. Okay? Those are the two most lucrative skillsets I can even think of. The farther I follow this rabbit hole down, the farther I've realized, the more I've realized that that's really it. That's really it... I don't have to be an amazing, creative individual with Photoshop. I like Photoshop. I don't have to be an amazing, creative individual with ... I don't have to know how to code. There's a lot of people that know how to do this. Okay. I can outsource all that stuff but the thing that I cannot outsource very well is this whole storytelling offer creation piece. Why? Why?.. Let me tell you a story real quick. A man walks down the street. It's actually an alley. He walks down the street. He's creeping. He gets shot and dies. Okay? Let me switch it up for you though and give you some context. It's a war zone and he's a soldier. Okay? Huh? Right? In one second, you might think that someone was murdered. In another, you might think that they were just killed in the battle zone. Fascinating context. Context is everything. Context is what actually delivers value. Okay? Offers is not where value is created... I want you to know that. That's what I'm trying to tell you. I'm trying to help you guys. Look around at these objects that are around you. One of my favorite stories is a story of this violin. I don't know if it's true or not. It's a movie. You guys might know it. This movie where this violin is being shown. It's at an auction. They're auctioning off this super old violin. Somebody's like, "Yeah. I don't remember the price once were but it was super low." Everyone's like, "Really?" The auctioneer's like, "You only paid that much for it and no one would go any higher." Suddenly, this old gentleman just starts walking up to the front of the room. He takes the violin. In front of everybody, he starts to clean it. He cleans the violin. He polishes it. He tunes it. He plays the most incredible song and just hands it back to the auctioneers and goes and sits back down. The offers for the violin go through the roof. Why? Context, guys. Story. A story creates context for things. Okay? When we're thinking about offer creation and products and value and how to make more money, you have to understand. Your offer is not what creates value. Offers do not create value. They deliver it. They don't make it. Okay. They deliver it... They scratch the edge but they don't make value. What makes value is the sales message. Okay? For example, a lot of you guys know that I'm religious. Here's a biblical example. There's a woman. She goes and she pays tithing. She gives away just two pieces of coin, whatever it was. I can't remember how much. Some rich people next to her make fun of her because she only gave just a little. Okay? Now, from a monetary standpoint, she gave just a little bit. These other people give a ton because they have a lot of money. Christ, he's sitting on the side. He says, "Who gave more?" Everyone said, "Well, the rich people." Actually, let's get some context here. That was almost all of her money. How much more worth were those coins that she gave? Think about it in those kinds of terms. Think about it. Okay? There's a lot of things, objects, heirlooms you may be even given. For example, I go over to Cache Valley every once in a while. I've got family over there. I had no idea that one of my ancestors in I think, Sweden or Denmark. I can't remember now... I could say this if I wasn't recording an episode right now. One of my ancestors got on a ship and lived on a ship going back and forth between. This is in the mid 1800s. Going back and forth between America and England until he had enough money to get off the ship and he walked across America seven times helping people from the East Coast all the way over to the West Coast. Back and forth, back and forth, back and forth. He did it seven times... The guy was so intense and such a leader but a humble leader. No one else really knew. Anyway, they wanted him to settle in this area, Cache Valley. They wanted him to be the mayor. He said no. He did not want to be the mayor. They went in and they literally voted him to be the mayor without him wanting to be the mayor. They made him the mayor. Okay?... They called him to be the leadership and he did not want to be in it. He constantly fought back. The only way is because by public vote, they just chose him to be and they decided to be. He ran from it. He didn't want to be. Now that I go into Cache Valley, that place means more to me. That means more to me. He settled part of that area over there. He helped create the towns and everything. When I go in there, it means more to me now. Why? Context. Okay? Story. I know the story now. I went and I saw his gravestone. That guy was a crazy entrepreneur. I had no idea until I learned that. That gravestone means a lot more to me now because I know the story. I know the context. Value is created in story... Story changes context. Context is what creates value. When I sit back and I say, "Hey. Go get this thing called ClickFunnels. Go get this product over here. I've got this cool product over here called Secret MLM Hacks. It's killing it. It's awesome. We have a lot of cool success stories. People are doing great in it." If I just go say that, you'd be like, "Oh, sweet. An opportunity for Steven to take my money." Right?... If I start telling my actual story though, if I develop a sales message, if I use some frameworks that's meant to change the way that the people see the world, that people see the product, value is created in a sales message, not an offer. It's the reason I laugh so hard. People are like, "Well, I would go selling it but I'm not done creating the offer. I don't think anybody will pay for the offer yet." I'm always like, "My gosh. That is not how value is created." Okay? Value is not created through the offer. It is delivered through it but it's not created in it. It's created inside the sales message. Because the sales message delivers context. The sales message changes frames. It changes the blueprint of how we see the world, of how we see the object, of how we see the offer. Okay? Get good at developing those stories. Get good at telling those stories. That's the whole reason why I keep trying to preach that just a little bit. I know I've pounded it hard in the past little bit but it's the reason why, too. I was telling them to go publish. Publish, publish, publish. I know I'm a broken record with the publishing thing. Okay? I know I am but it's because when you publish, people see you differently. You are changing the context that they're looking at you with. How many of you guys when you first saw me, you're like, "Oh, yeah. That's the lead funnel brother ClickFunnels." Without listening to this podcast, how many of you guys ... You guys didn't know much about me. You didn't have affinity for my brand and what I'm doing. You didn't. That's fine. I know that. I knew that. Therefore, I publish. Does that make sense? Now, when I say, "Hey. I'm out at an event. Hey. I'm out on a mastermind. Hey. This is a sweet book." By the way, I'm writing a book right now about all the lessons I learned next to the desk of Russell Brunson. Okay? It's freaking awesome. Okay? I'm so excited. My gosh, it's so good. It's 300 pages. It's really, really good. Anyway, you guys don't care about that though until I deliver context. Until I deliver context. I need you to know that. I'm just trying to help you understand that. When you are developing your offers, when you're coming up with something new to sell, that's the reason why first, you start with the sales message piece... You're going to have to figure out on a very rough draft 30,000 foot view level of what your offer is or an idea of what it's going to be. They don't make the thing until you know that actually turns money. It's not the offer that's turning money, okay? You don't get paid because of an offer. You don't. Okay? You get paid because of a sales message, because of a sales letter. That's what gets you paid. That's the thing to obsess over. If there's any skillset I can beg you guys to go learn and be obsessive over, it is the skillset of telling stories. Okay? It is the skillset of selling stuff. It's the skillset. Thankfully, one more step back on that ladder is becoming a good marketer. Because being a good marketer, you don't have to sell as hard, which is awesome. At the core of marketing, it's storytelling. It's educating. It's educating with the intent that they go and purchase something. Okay? That's what marketing is. You're changing belief patterns. How do you do that? You're changing context. You're adding context. You're taking away context. You're adding things to it so they look differently at an object that might otherwise be four pieces of thin wood next to me on the side, right here on the floor. You know what I mean? There's context with it now. I know that there's a story behind it. I know that there is a story... People will pay more because now, they know the story. They know the context. They see the value. It's four pieces of wood that's pretty destroyed. You know what I mean? Did the monetary actual value of this chest right next to me changed when I told you that story? Not really. No, it did. It's the same pieces of wood. It's not like it's an appreciating asset. It's this piece of wood right here. Why does it have a lot of value? Because of the context, because of the story that you now know. When you're developing your offers, please know that that's not where you get paid. You get paid because of story, which ultimately is your sales message. Anyway, that's the whole point I'm trying to help you guys. The products and offers, it's not where the value is created. It's in the sales message. The product and offer just delivers. It delivers on the value but that's not where the value is created. If you're having a hard time selling your stuff, number one, yeah, definitely. Look at your offer. Maybe there's certain things in there that ... I don't know. It just sucks. The reality is, is that you could go in and have a crappy offer with a fantastic sales message. It's a classic example when you go and buy something on the internet and it shows up and it's pure garbage. Why did that work? It worked because the sales message was amazing. It was incredible. The actual product itself was terrible. Okay? That's a two-step method of getting paid more. Just number one, bring it from a product and turn it into an offer. Don't sell products. Sell offers. Number two. Man, make this incredible story. Make an amazing sales message because that's really what assigns value. I will never get rid of my ClickFunnels account. Never. Ever. Why? Not just because of the money that comes from it, because of all the story. The stories that Russell tells where he goes out and he says, "Hey, look." I even saw it. When people, they had never used their ClickFunnels account ever. They just like the t-shirt because they liked the culture that's behind it. They've got t-shirts. They've got the context behind why that t-shirt matters. Does that make sense? I'm trying to close you, guys. You guys getting this? Anyway, I hope that that is hitting home for you. This is such a huge topic and I'm trying to hit it straight between the eyes. Because there's a lot of people who've been saying this stuff to me lately. They're saying this to me lately. All right?... "Hey. I'm not done with my offer yet. Therefore, I cannot sell anything." It's like, "Well, that's not how things are sold. Yes, you can." All right? Someone reached out to me today and I can't remember who said it. Snippy is not the right word. They're very forward though. How would somebody purchase something that's not created yet? When I say, "Hey. Go create a sales message and start selling before the actual offer and products are created." Somebody's like, "Who would do that?" Like, "Well, a lot of people do that that's why I've launched everything." When we launched Funnel Builder Secrets, that whole offer went out there. Incredible offer. The offer wasn't made yet. We knew what it was but it wasn't created. We actually didn't put it together yet. An amazing sales message put this together. We made millions of dollars off that thing before it was even done. Lots of money. The original Two Comma Club Coaching program secrets master class, when I was putting that together, we're selling that thing. It wasn't a Two Comma Club before the thing was even done. Why? Because the value was already assigned. Now, the value was assigned, people were paying for it because the value was higher in perceived value than they were actually paying for it. Then I could go in and I could just create it. I literally created it one week ahead of them. Who does that? A lot of people. I just listened to a sweet interview with Ezra Firestone and Ryan Moran. Actually, Russell sent it over to me. He was saying this exact type of thing. Ezra Firestone does the same exact thing. He creates this cool sales message, makes sure that it sells. He sells to his Beta users for $1,000. The future people have to purchase it for $1500. That first Beta group helps him create the product that they purchased. That makes sense? Anyway, I think I said that, does that make sense too many times. I got to start breaking up more trial closes. Anyway, I hope though that like I said, that's hitting home. That you guys are getting it. Okay? The ability to develop a marketing and sales message is so powerful. That is where value is created. That is where value is assigned because it's where context is delivered. Okay? It's where context is given. We see the blueprint of the object differently. Even though this water bottle in front of me, I used to backpack a lot growing up. There was this Nalgene water bottle that I had. That thing went with me everywhere. I took that water bottle. I don't know how many hundreds of miles I backpacked with that water bottle. I would never get rid of it... There was this value I had assigned to it. When we were backpacking to different areas, we ran out of water. We had to ration water and be a little bit scary actually. Different creek. That's the water bottle. For some reason, I don't know why. I won't get rid of that water bottle. I can't find it now. That was a lot of years ago. Okay? For a long time, that was it. It was not just a piece of plastic to me. There was a story, lots of them behind that very water bottle. Does that make sense? Sounds cheesy. Totally true though. Completely accurate and applies to every object that you're selling. Okay? Find ways to deliver new context. Another way to say that. Find ways to break and rebuild belief patterns. That's what that is. Anyway, all right. For fear of saying the same thing over and over again, just probably in this episode. All right, guys. You're all awesome. Appreciate you. Go forth ahead and tell them a profitable story. Bye. Hey. Thanks for listening. Hey, look. 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Speaker 1: What's going on everyone. This is Steve Larsen and you're listening to Secret MLM Hacks Radio. So here's the real mystery. How do real MLMers like us who didn't cheat and only bug family members and friends, who want to grow a profitable home business, how do we recruit A-players into our down lines and create extra incomes, yet still have plenty of time for the rest of our lives? That's the blaring question and this podcast will give you the answer. My name is Steve Larsen, and welcome to Secret MLM Hacks Radio. What's up guys? Hopefully you're doing well. I haven't been publishing as much recently, but anyways, I'm excited to get this episode out to you. We've been out and about. We were just on vacation at Disney World for a while, or Disneyland sorry, for a while. It was a bunch of fun. Man. It was just really, really fun. And my wife and I couldn't help but stop many times throughout every day that we were there and just comment how interesting it was that we had a chance to go do that. Because you guys know my story. A couple years ago, right, we had nothing, and the thought of spending what we did was ridiculous. The amount of money that we spent was how much we would live on for three months. And it's crazy. It's just very, very fascinating to see how fast worlds can change. And I don't say that to be showboaty, or high and mighty. I love that I get to do what I get to do, and I love that ... I really like the MLM game guys. It's fascinating, the power that it brings and the ability to love the life that you want to is true. And you know, I used to listen to other guys, like me, saying that kind of stuff and I'd be like, "Oh yeah. Okay. Whatever." And I'd dismiss it a little bit. But it's really true. I mean, you can do amazing stuff with the MLM space mixed with building these internet sales funnels and doing that kind of thing. So anyways, been a lot of fun. Hey, this is a topic I just want to touch on real quick here, and I touched on it a little bit in one of my other shows, but one of the things I've been doing lately ... you guys know I have a program called Secret MLM Hacks and it's going really, really well. It's been mentioned now in several platforms, meaning not just by me. Got mentioned at, I said Grant Cardone's 10X event, which was awesome. It's now officially a part of Russell Brunson's product, Funnel Builder Secrets, meaning he mentions it in that webinar, which is crazy cool, can't even believe it. Anyway, it works. It's the real deal. It's the bees knees, cat's meow. And I love it. It's been a lot of fun. We've had a lot of success and a lot of success stories coming from a lot of cool people out there just killing it. And very honored. I am actively trying to change the MLM industry. And it's not easy. You know, it's going well. We got a lot of people watching. So anyways, what I've been doing is I wanted to think through, and with you real quick, I want you to know where I am in this whole process. So what I did, like I said, it's probably about a ... I mean, really, it was about four years ago that I had the first idea for Secret MLM Hacks, four years ago. I validated the idea about two years ago when I launched the first version of it, and it was okay. I definitely saw where the flaws were, and where people were not having enough understanding how to run it, or things like that. So I took it off the market, and then this last January, I launched the full, the actual full version and course and it's been a lot of fun. But first what I did is I made sure that I knew how to sell it. Before I ever created it, I made sure I knew how to sell it. And the way I did that was, number one, one of the ways, was by this podcast, actually. This podcast, the show, okay, just follow along and put your MLM in my shoes. I'm sorry, put my product in your shoes. Think through with me, how you're selling the MLM. Work through this process with me. The first thing I had to do before I said yes to doing it, I had to make sure that it would sell. Too many people go out and they choose their MLM based on if they like the product. That is the wrong way to do it. Too many people go out and say, "Well, I'm going to choose my ... If I like the product, or how's the comp plan?" It's like, okay, nobody cares if it can't sell. And I learned that painfully through the school of hard knocks, just over the last four or five years as I've been doing this stuff. And going around and realizing, like, oh my gosh, yes, cool doesn't sell. Yes, cool, hard to sell. Yes, cool, when I sell I really don't get that much from it. My cut's really small. And I had to go through, I got really nitpicky on how to choose it. So the first thing I did is number one, I had to figure out, will this sell if I go do it? I believe in free market capitalism, of course I have to make sure sell, of course it's to make money. But really it's doing other things. What it does is it allows me to take all that money and put it back into ads, to increase the speed of the product. So number one, I ask, does this sell well? Is it easy to sell? Number two, is there opportunity for me to put ad dollars behind it, because that ... I used to get all excited ... You know the first time I ever launched one of my products I was so excited, I was like, "Oh my gosh, I'm not spending any money on ads." That was the most terrible thing to celebrate. An actual marketer will want to spend money on ads. An actual marketer will want ... Guys, as much as you can, my goal is to outspend every single competitor that I have, including entire MLM's who have no idea what they're doing on social media. It's a pretty blue ocean. That's why I teach in my products what I do so you guys can do the same. Anyway, very, very powerful. Increases speed like crazy, gets you out there very, very fast, and the money follows, which is awesome. So number one, right, does it sell? Number two, can I spend money on ads? And then what I started doing was I went and actually started putting together a really, really amazing offer. So there's a course they're purchasing that they get, but then also they're getting a whole bunch of prebuilt sales funnels. And I was the lead funnel builder at ClickFunnels headquarters for almost two years. Sat next to Russell Brunson for that entire time, in the same room, and it was a bunch of fun. Learned a lot, learned a ton of stuff, built almost 500 funnels next to him. I don't build just your ordinary funnels. And so I include those inside of the program. And then there was a whole bunch of ... There was a few other things that I tossed in there, and that was kind of it. And I went through and I started selling it and it sold well. And it is selling well. And it's gone really, really well. "Stephen, why are you telling us this? It sounds like you're showboating." I'm not. I'm bringing you up to where I am now. So what I do now is I take a step back. I'm taking a step back and I'm looking again at how people have interacted with the original sales message that I put out there. How are they interacting with it? What are all the reasons people are not purchasing? What are their excuses? What problems did I create for people when they bought my product? I created a lot of solutions. I delivered a lot of solutions, but I also created problems. That's the nature of purchasing. You, your own product, you give people problems as much as you give them solutions, which is awesome because if you can figure out how to solve those fallout problems you make a lot of extra money, especially when you bundle it with the original thing. So that's what I'm doing, taking a step back and I'm like, "Cool, how's the sales message?" And I'm doing a deep dive. Guys, I'm rewriting the entire web class, literally. It's a completely ... If you saw the old one and you were like "Uh," It's totally different. It's not ready yet. It's about to be though. And it's amazing though. And I made it reacting to what the market's been telling me through the form of complaints, through the form of people not purchasing it and telling me why they didn't, through the form of people buying and then saying, "Oh man. I wish I had X, Y, and Z." I'm taking note of all of that. The market is telling me how to adjust, and I am being cognizant of how it's telling me to move. Too many times in our MLM's what we'll do is we'll go around and be like, "Hey." First of all we'll say, "I'm going to join an MLM based on if I like the product." Like okay, that's a rough way to go. Rather than, does it sell well. Don't kid yourself. You're here to make money. You want to help and bless other people's lives also, which is great, and you should, and I believe that that's a very important part of it, but being real here, you want to make money, so let's make sure that it does. And then what they do is, a lot of people will go out and they'll ... Here's how most MLM pitches happen. Tell me if I'm wrong. Tell me if I'm wrong. Most MLM pitches, the stereotypical pitch to sell a product to somebody else, they take the product, they walk over, and they show it to the other person, and they'll either give it away as a sample, or they'll sell if for crazy cheap, and they expect that the experience somebody has as they have the product is what will sell them on it. Okay, that is a method, not THE method, it is a method. And it is really like step two or three or five hundred. That is such a wrong way to do the game. First, create a sales message for the thing. There should be so much desire. Here's the biggest thing you could ever take from this episode. Number one, how can I take my MLM product and change it from a need to a want? Needs don't sell well. Wants sell very well at a premium. And most people will take their MLM product and they'll walk on out and they say, "Here you go." And they expect that the experience is what sells them, that the product experience ... That's important, but that's not a step number one kind of activity. Step number one activity is to be able to develop a sales message and a story that gives context as to why they want the product. Otherwise, man you end up giving away a lot of samples. Tell me I'm wrong. I've done it the other way, and you've just got tons of samples going out the door, like sample, sample ... "How come I'm only getting like a few people for every multiple hundreds to actually get on this thing. Why am I losing money on this?" It's because they don't see the value in it. Value is not created in a product. Value is not created in an offer. It's not. Value is created in a sign in a sales message. It's delivered through the product and offer, but it's not created in the product or offer. And if people can't see the value in what it is you're doing, it's because you're trying to sell a product. You're not selling a sales message yet. Stop doing that. Turn around and figure out how to develop a sales message. You're like, "Stephen, I don't know how to do that." That is exactly the reason why I created Secret MLM Hacks, okay. Go get the program if you haven't. The goal, you could say the subheadline of the whole product is to teach you how to be a marketer. Marketing, marketing is stereotypically something that is not taught in MLM. It is a misnamed industry. It should be called multi level selling, because that's what people learn how to do. They learn how to get a script, and go say it in front of somebody else. That's not wrong. The problem is that the scripts sell products, meaning as the focal point. The script does not create value. That's like the hugest most massive issue with them. And you can't blame the big MLM's. They're trying to create MLM messages and sales messages that apply to the masses, that are generic, that apply to such a wide spectrum of people that are out there. You can't blame them. I don't blame them. If I was an MLM, I would initially do the same thing, but then step number two, what I would do is go see who does purchase, and tailor a sales message, and specifically marketing, to the people who are most likely to purchase rather than this broad paintbrush. Anyway, if you guys don't know the difference between sales and marketing, go check out the free web class at SecretMLMHacks.com because I've got in there the difference between sales and marketing. And it's incredibly powerful. Oh. Anyways, misnamed industry to the massive amount. I don't care if you call it network marketing. I don't care if you call it direct selling. It's all the same thing. You get a commission for selling somebody else's product, and there's opportunity to get commission on people that you brought into the opportunity as well. Call it what you want to. Most people shy away from the term MLM simply because they feel embarrassed over the tactic they're approaching you with. And I know that I'm saying some pretty forward things right now. But I am passionate enough to leave my job over it with two kids and a pregnant wife. And you should be too. I'm ticked off enough about it to let people know that this is something that is not done correctly in the industry. Anyway, so what I'm doing right now, total side tangent, but what I'm doing right now is I'm going back and I'm creating a sales message and marketing, reacting to how people interacted with my sales message and marketing. I'm reacting to what the market is telling me. And I'm tweaking heavily an entirely brand new sales message based on what people are saying, and then also back down to the offer. So people, right ... The offer used to be they'd get this course, and they'd get some prebuilt funnels, they'd get this. But really, people are like, "Man, how do we get traffic?" So I went in and what I've done is I've found one of the top Facebook strategists, she's incredible. She is incredible. I could say some of the names of people that she does traffic for on Facebook and you would know them. She's very good. She's very expensive, but I hired her. She's the one that does mine. And I asked her, begged her, pleaded with her, that she would do a mini course for you guys inside of Secret MLM Hacks, and she said yes. So I'm excited. So I'm solving the fallout problem. People were like, "How do we get traffic?" Well, I'm already teaching three ways, but here's another awesome way from one of the best sources that's out there, her own courses alone are a lot of money. Anyway, she's teaching how to do that. [inaudible 00:14:13] screen shares and goes through and walks through the whole process how to set that stuff up. Because guess what, I don't even know how to do that. I don't want to know how to do that. I want other people to know how to do that and I want to hire them. That's exactly what I did and I did that for you guys. I also get other people to come in and teach how to sell more face-to-face. I am a millennial. I sell a lot with automation because I don't want to talk to people face-to-face. I don't. And so I solved my own problem. And I don't. I don't talk to people face-to-face. But a lot of you guys want to know that as well, or some of you guys do. And so I went in and I grabbed one of the best ... He helps Robert Kiyosaki develop his sales messages on his sales floor. He's that good. And he came in and anyway ... You guys who have Secret MLM Hacks, and those guys who decide to join us as well, you guys get access to that as well. He taught a course teaching that stuff, how to actually approach people face-to-face and sell this in a way that is not with coercion, and how to develop a cool engagement with people where they're actually asking how to purchase from you, which is actually really, really cool. So hopefully it's helpful. That's all I'm trying to say to you guys. It's number one, be careful how you chose your industry. Be careful how you chose your MLM. And if it's the wrong one, have the gumption, the cahones, if you will to get out of it it you need to. You can leave it. That's okay. One of the reasons I left my job is because I sat down and I was like ... I asked myself this question, and it was a hard question because I really loved my job. I asked myself, "Okay, let's say that I have level 10 skills. Am I sitting inside of a level 10 opportunity?" As far as the network, yeah. As far as what my current roles were, though, no. I wasn't. And I wouldn't go as far as to say it was opportunity a level two opportunity. It was still really high. But I knew that I could go further faster in a different style opportunity, and a different set of problems to go find solutions for. And so that's all I'm trying to help you guys understand too is that ... This is a very multi-faceted episode here, okay, but I have a lot of thoughts going through my head right now as I see people react to the course, as I see people react to the sales message, as I see people react to and go put stuff outside their MLM. And I don't care what MLM you're in, just whatever it is that they're doing, whatever they're putting out there, that's all I'm trying to do is I'm trying to help people understand like, look, learn how to be a marketer, learn how to get a base sales message out the door, and then adjust based on what the market's telling you. When you get enough people, big enough sample size, you can look back at the highest average things that people are saying, as far as reasons why they bought, maybe reasons why they bought but they didn't like it, maybe the reasons why they didn't buy and they were very vocal about it, or maybe someone got mad. That's fine. Rejection's amazing. It tells you what the market is liking and not liking. It tells you if your approach worked or didn't. Don't get offended about those rejections. Instead, be appropriately reactionary to them and adjust your message based on that. And that's what I'm doing right now. I am reacting to what the market is telling me to do, and I am beefing up like crazy, both the offer. I am changing the sales message and the web class like crazy. I am talking about these whole areas I haven't talked about before and teaching those other spaces I haven't been able to teach yet. Anyways, it's really, really fascinating and really cool. So anyways, that's all this episode was about. I guess that's the whole thing. I just want you to learn how to be appropriately reactionary to the market. And if you're getting a huge ... I mean rejection's normal in sales. And it's one of the reasons why salesmen get paid so much because a lot of people don't like to feel the rejection. But if you can hack it, and if you are able to go through and actually create something the adjusts to a lot of people, they get paid a lot of money. It's such an important task in the market that commissions for selling stuff, usually salesmen get paid a lot of money. To sell is very, very prestigious in my mind. It is one of the greatest assets, one of the greatest things that you can ever learn to go do, and one of the greatest contributions to society that I can think of. It's what makes economies go round. And if you're like, "I'm an MLM because I want to help people." Yes, that's great, but you're also in it to make money and be clear about that. Anyways guys, go be reactionary. Appropriately. I mean in a good sense. And adjust based on what people are telling you. If they're your target market, if they're the people who are most likely to be purchasing and they're giving you feedback, listen to that feedback. All right guys, thank you so much, hopefully this has been helpful to you. And go check out SecretMLMHacks.com. There's my blatant pitch, and hopefully this will help you in your MLM or network marketing, or direct selling, whatever it is you choose to call it, and that you can go out and achieve life that you'd like to. Hey, thanks for listening. Please remember to rate and subscribe. Whether you just want more leads or automated MLM funnels, or if you just want to learn to get paid more for your product, head over to SecretMLMHacks.com to join the next free training today.

  Here's what I learned while watching Russell in his $3 Million Dollar HOUR... What's going on, everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now here's you host Steve Larsen. Steve Larsen: Hey, what's going on, everyone? Hey, so I just barely left ... Where was I? I was in Vegas. I forget where I go now. I'm traveling a lot right now. I'm going all over the place. I was home for a few days, went over and traveled. I'm only home for a few days again. I'm going to go travel again. I'm home for just a little bit, then I'll go travel again. It's all over the place right now. It's been fun. I really, really do enjoy it. Missing the family though a lot actually, but it's been really interesting. I had the very rare opportunity of watching Russell pitch. I was at Grant Cardone's 10X event and it was a great experience. I got to go sit down and watch. Honestly my favorite speaker was Grant himself. Okay? Besides Russell. I'm going to talk about that in a second. If you've not heard the huge news with that, which is pretty amazing, but I was sitting there and I was listening to Grant Cardone and he was teaching amazing stuff. Absolutely love listening to him. Super dynamic speaker. Great guy to listen to. I got a lot of great things from other speakers as well. Frankly the whole reason I went down to this event, okay, I was not planning on going to this event for quite some time. It was about a month ago. I remember I woke up one morning and I started thinking ... I don't know why guys, but I started thinking you know what? I've spoken on a lot of smaller stages now. I've spoken on a lot of smaller stages and smaller events, anywhere from 1 to 200 people, many times now, right, and several other events when there's supposed to be more people and there wasn't and there's a smaller amount. You roll the punches. A lot of fun, but I started to think. I'm like, "I want to see big people. Really huge influencers. I've got to see them go speak on huge stages with massive audiences and see what they do with their energy." The entire reason that I went to Grant Cardone's Growth event, right? 10X Growth event. I actually did not realize how big of a deal it was. I'm going to be completely honest with you. I didn't realize how many people were going to be there until I think the day before ... Not even. No, no. Yeah, okay, the day before I went down there, there was 8,500 people. 8,500. I didn't know. I have never been in an event that has been that big, that huge. I had no idea it was going to be that big, which there was pros and cons to it. Obviously I'm a huge fan of ... Obviously the pro of a smaller venue is you get a little more of the personal touch. However, the con is you may not get to network quite as much. I mean there's no way I'm going to meet 8,500 people anyway. Anyway, literally the entire reason I went to this event was to go watch massive, massive influencers speak to massive, massive audiences. I've spoken enough on other stages. I've taught a lot on other stages. Obviously not just on Russell's, but a lot of others. There is this vibe. Okay? Each presenter pulls different energies and relationships out of the audience, and it's fun to watch. They will match and they will mirror to the personality of the one speaking. It was fun to watch. It's always fun to watch. If you have ever listened to Darren Stevens, he talks about universals and truisms, things like that, to bring the audience together to get them to do things that you want. I love studying stage and I love studying stage presenters and what they do to actually control the audience. They have no idea most of the time that that's what's going on. Anything from small and OP things, down to the words you say, the gesture you use, the stories you tell. Stage to me is an amazing performance. I have a lot of respect for it because of ... If you go watch a movie, they can do a million takes, but like on a stage, you got to be an A game the entire time. It's all in one take. It's super, super amazing to watch what these guys do. It's honestly what I aspire to do. I want to go do that really bad. I'm really pumped. In a few days, I get to go speak in front of 2,500 people and I'm so excited. It's going to be over in Dallas. That's the biggest group I've ever spoken to. I didn't realize that that actually is a lot of people until Dave Woodward told me it was. I was like, "Oh, I didn't realize that ... I thought everyone's ..." Anyway, I'm excited about that and that's awesome, but knowing that, knowing that that was going to come up, I wanted to go watch this event and it is the reason that I went. I don't know what I was expecting or what I was even thinking, but I wanted to show up and I wanted to go, like I said, to watch how these guys interact. For some reason I had it in my mind, I knew that Russell was going to go and I knew he was going to pitch, and I knew that he was pulling off some very special things to be able to pitch to that many people. That is a skillset of its own, but I watched. I was like, "Yeah. I'm going to go." I didn't tell him I was going to show up for a while and I went and I showed up and got to listen. The shocking thing right from the beginning, I don't know why I was expecting anything different. I thought well, there's got to be some extra thing that he's doing for that many people. What is it? There's got to be some extra ... I knew he was going to use the perfect webinar script. I knew he was going to go through it. That's what I teach guys in Two Comma Club Coaching. I go through and teach you how to actually set up a webinar and get it going, which is ... Frankly, it's one of the major reasons I left my job. I wanted to go prove out and who that that's actually something I knew how to do as well, not just teach it. I'm actually doing it, which I am. It's great. I'll keep accounting for what's been going on there in future episodes here. I don't know why I expected anything to be different. I sat down and I can tell you that he used the perfect webinar script just like he would anywhere else. What was fun for me because I love that script. That script has made millions of dollars. I can think of very few of activities in my life that are worth studying that are that high leverage of an activity to go study than to learn how to pitch one to many, right? Instead of one to one, one to many like that. What I did is I started taking these notes and Russell got up and I was so excited. I know. I want to watch a master in his game, right? I got to watch him do that a lot of times sitting next to him face to face or right at his side or whatever in his office, but it was always over a computer, right or it was always over ... There'd be these smaller stages I go see him present of, but never one that big. For some reason I kept thinking that there would be this extra X factor. I can tell you, I even wrote down, I wrote small audience versus large audience equals the same. I don't know why I thought it'd be any different. There was a few things though, little extra flares, right? Little extra things. I mean he's been doing it so long. How can you do it truly 100% the same every single time? There was little tiny things that he did along the way that I thought were just brilliant, little shows of mastery all throughout, right? I took notes of them. I wanted to go through a few of what they are. There's one massive big one. I'm going to save it to the end. There's my little hook to stay to the end, okay? One massive one. There was a huge shift in what he normally does. It was brilliant to watch it guys. Absolutely amazing to watch it. I knew it was coming. I was excited for it. We had studied this stuff before we've gone ... Anyway, it was right before I left actually. He had this huge memory hit. I'm like, "Oh my gosh. There's a guy who used to ... He did a pitch this way. Let me go find it." Like 15 minutes later he had dug up all the pages from years ago and all the emails and he was like, "This is it." When he found it, it was amazing. He's got an elephant brain for marketing stuff. Absolutely incredible. It was one major thing that he switched. There was little funny phrases along the way that I keep continuing to pick up on and put it on my own webinar. Every time I do, I swear my wallet just gets a little bit fatter, which is fun. I hope you guys are doing those things as well. Anyway, this is a skillset to just study and learn and obsess over. I don't know that I've actually told you guys this yet, I recently went and I took everyone of Russell's webinar pitches, anything from Funnel Scripts, DotComSecrets X, obviously Funnel Hacks, Funnel Builder Secrets, any of the software secrets when he did that pitch, I grabbed everyone of the pitches that I've ever seen him do. I ripped the audio from every single one of them and I put them in this ... It's literally 11 hours of me listening to Russell pitch back to back to back to back to back. I will just listen to it, right? I've got it all together and I will just listen to it. Boom. Boom. Boom. Boom. Boom. Boom. One after another listen to ... There's all that education that matters that much in my opinion than learning that skillset. Have no mistake that I'm obsessed over this process. I absolutely love it. I love doing it. This is the thing for me to get better at. It's where I've dropped my anchor. You know what I mean? For a long time I just kind of ran around looking for different things to go do. Anyway, what I wanted to do is I've got Russell's Funnel Hacks webinar presentation that we use in Two Comma Club Coaching on one screen right now. Then in front of me, I've got also a whole bunch of notes. What I wanted to do is real quick just run through just a few little things. Some of them might seem tiny. Okay? Some of them might seem tiny. There's one major one though and I want to go through what that is. I want to document it. He certainly will I'm sure because it's just freaking incredible. If you don't know, he did over $3 million in an hour and a half. $3 million dollars in 90 minutes. He had a 90 minute slot. $3 million. His goal awhile ago was just to do a million dollars in a day or even in just a year, right? I think it took four years to hit that million dollars in a year, which is awesome to hit that. That's huge. That's so cool to do that, and then he did again and again and again and again and again and faster and faster. The time getting shorter and shorter and shorter, right? Even the Two Comma Club Coaching program, we did that in three and a half weeks for a million dollars. We did that several times in a few weeks for like Expert Secrets Book, things like that, and the timeline was getting just shorter and shorter, more and more compressed. Finally, building up to this thing, this scenario where he did $3 million in an hour and a half, which is ridiculous. It's so cool. It's so cool. I'm so excited for him, so pumped for him. I went nuts on Voxer just screaming. Oh man. I'm so excited for him. Anyway, I want to go side by side real quick here. If you study the Funnel Hacks webinar, the Funnel Hacks presentation, like I said, this is like the highest leverage stuff I believe you could ever go study that will pay you and pay you and pay you and pay you to learn how to do this stuff. Now I understand. I know there are other ways to pitch. I know there are other scripts. I know there are other formats, but this one is doing amazing. Why change what works? I've been going back through ... I'm sorry. I've not actually gone to the actual content here yet. I promise I will here in just a moment, but what I've been doing also for my own webinar is I've been going through and I've been studying a lot of the big webinar people today, right? I've been funnel hacking Liz Benny and watching her stuff. Dan Henry, right? Obviously Russell. Been going looking at Akbar Sheikh. I've been going and looking at each one of their pieces. Not just the pages, but inside each one of their scripts. How are they saying what they're saying? How does their slide say it? How are certain things here and there that are changing? It's been cool to go through and do that. The major foundation piece of my offer, that came from the market, right? I funnel hacked to a certain extent. I funnel hacked to a certain area and then after that, I went and I made my offer. The actual changes to the funnel, now that the product's done, now the product that I've been selling is totally done, now I'm just focused on two things: the funnel, how can I improve the funnel, the actual buying experience and selling experience, number two, promoting it. That's it. Those are my two activities until I die basically, right? Well, number one, I'm really focusing right now especially on the funnel. I know there are things that are broken. I'm fixing them right now. We're getting those done. I'm very excited for that. Then I'm going and I'm focusing on how to sell this stuff obviously. I've been going through that and I've been changing all these things. My head has already been very much in the spot. That's the whole reason why I'm trying to pre-frame what I'm going to tell you that it's not like just random things I wrote down. This is stuff that I looked at very specifically that what he was doing that I'm going to go through and I'm going to add. Anyway, at the very beginning, like in the Funnel Hacks presentation, one of the things that you do is ... There's really two introductions inside of the perfect webinar and I don't think people realize that. There are two introductions. Number one, you introduce the webinar. Okay? Why the heck are they there, right? Why are they there? If you've ever read the book Pitch Anything, it's one of my favorite books ever, it is definitely probably in the top probably 5 or 10 books I've ever read ever, and what it teaches and goes through is it talks about every time there's something new that comes up inside of the brain or in your life, your head runs through all these filters, right? It's always funny. My wife and I went ... I can't remember what movie we went to go see, but we went to a movie theater. We were sitting down in the movie and the movie preview started showing up, right? The movie previews are showing and they're these little basically little mini stories that are supposed to get you excited about the real thing. It's always funny. Everybody becomes a movie critic at the end of a movie preview, right? You always see everyone's heads turn to each other and go, "Oh yeah. We should see that. It looks great," or you'll see everyone's heads go, "That looks weird. That looks stupid. Dumb. Weird." Everyone becomes this movie critic. Why are you bringing this up, Steven? Because every time something new pops up in front of us, our heads starts to run through a filter, much like a movie preview. We run it through a filter, right? Number one, am I in danger? Needs of the body. Am I in physical danger? Can I eat it? Should I run? Fight or flight? Should I meet with it? Random stuff like that, but there's these criteria that your head runs through whether or not you're trying to to keep you safe and keep you alive and keep you breathing, right? It's the same for every piece of marketing. It's the same for every piece. Unless you can get past the first part of that brain, you will not pitch that person. They will not make a buying decision, right? There are two introductions to a webinar. The first introduction is introducing the webinar itself, right? That's where Russell says, "Hey, look, you're in the right place. This is where I'm going to show you how to do this without this. Here's my earnings disclaimer. Here is a testimonial of somebody else doing this thing." He doesn't even talk about what it is yet or who he is. The second introduction is introducing him or me, right? Because I'm doing the same thing, right? The first I'm introducing the webinar very methodically. Number two, I introduce myself. They got to fall in love with me now, right? The whole reason for those two, especially the first introduction, is to get past that first part of the brain so that they know, "Oh, I'm in a safe place. Oh, I can let the guard down." I literally have been saying that in my webinars lately. "Guys, feel free to just let the guard down. It's okay. Let the walls down. This is a safe place and safe environment for us to all learn." I can't remember everything I say without my slides here yet. I don't have it totally memorize slide by slide yet like Russell does, but it's going in that direction. There's two introductions. The story, Russell use the story at the beginning talking about the Four Minute Mile and he's using it right off the bat. The story is breaking and rebuilding beliefs. It's getting everyone the same plain. That's actually a form of NLP. Especially from stage, it's very, very clever for him to do that from the very beginning, to begin with a story like that. Most people know that story, which brings a sense of community and bringing together, right? All those little things. If you read the book Launch, the nine mental triggers, he is using those like crazy at the very beginning of that pitch. It's very crafted very, very well. He's going through and that's what he's doing. He's going through and he gave the story about the Four Minute Mile. It was absolutely incredible. He tells his own story. He's using an epiphany bridge. "Oh, how cool to be if I made a million dollars? This guy made a million dollars in a day. My Four Minute Mile is what if I just made a million dollars in a year?" He's talking about these internal and external desires, using epiphany bridge script, right? Now what we need to do is we need to see that this guy is not the only nutcase who actually had these results. He goes through and he's showing ... Because that's what the brain is thinking. He goes through and he's showing success stories of others, showing some video testimonials, right? He's using the same exact format and formula. He very, very closely to the point ... It was right after he introduced the webinar, right after he kind of introduced himself as well, he goes into what he calls a price marinade. This is the major difference for fear of talking forever and talking your face off guys and getting to an actual point of this podcast. I'm going to go straight to the main idea. Okay? We've been going for a little bit. I'm just going to talk about it. He does what he calls a price marinade. He's talked about his before so I feel totally fine talking about it as well. A price marinade. Now what's a price marinade? Now in a normal sales environment, it's very common for a lot of times to withhold the actual price until the end, right? What is that in Funnel Hacks? His stack, his value and his stack is $11,552. $11,552. Is this worth $11,552? Of course, it is. If all I said was this, is it $11,552? Of course, it is. Right? That's what he does. He goes through and that's what he teaches. His stack has a total value of $11,552. What typically happens is you withhold that information until the ever end. Then there's a big price drop, a public price, and then another kind of final price drop because you're special and you're on the webinar today. In this scenario, he took that first part and he made it known in the very beginning. This is very key. This is very, very key. This is a huge deal you guys. You don't pull this off without a lot of finesse, which obviously he has and he could do very, very well. What he did is he went and he said, "Here is the price. Before I sell you, before I have anytime to break and rebuild your belief patterns, which is the rest of the webinar, to do the stack and to tell three more stories, before I get a chance to do that, I'm going to tell you the price of this." It's a very interesting play. I feel like I'm going through and I'm talking about and commenting on football plays from the Super Bowl right. It's a very interesting play though to go through and watch a pitch man go and pull part of the price, the most expensive aspect of the price, and bring it at the beginning of the pitch, of an hour and a half pitch. That's a lot of time for someone to get out of their seat and walk away. It's how he did it that was very, very clever. It's called a price marinade because you bring that price forward and you talk about it at the beginning and you bring it up first so that it marinates. The brain has time to get used to that price point except that the price point that you said is actually real and say yes to it along the way. Is this making sense? I know I'm like going deep into the weeds right now and it's not normal on my podcast to do this. Usually when I do this, people are like, "Oh, that's an okay episode." I'm like, "No. That was like the most gold I could have given." It's because it's not wrapped in terms of the story right now. That's why people might feel like that. Understand what I'm saying. He brought the most expensive, the total value of a stack, and he brought it first. This is what he said, "My goal is to show you that everything that I'm doing here for you to be successful you need to invest $11,552." That's about how he worded it. Is that okay? He made everyone raise their hand. I think we raised our hand or we did something physical to attach to that verbal thing where we said, "Yes. Yes, Russell. I agree. If you can give me 10 times the results of my business right now," we're talking about 10X even he tied it right into it, which is awesome, "if you can give 10 times what my business is doing now, of course, I'll pay you $11,552." This was masterful. This was masterful because he charges $3,000 for the product, but they've already said yes to a much higher price point. Now he has the entire rest of the "webinar" live from stage, though in front of 9,000 people ... How many people were there? I think it was 8,500. He's got the rest of the time to break and rebuild the beliefs that are saying no to $11,552. He went through and guys, the way he crafted it was just incredible. Just incredible. What's interesting is Russell's following the path with ClickFunnels that all of us would be expected to follow as well. First, you write a sales message. You make sure it sells. Then you actually built the product to make sure it fulfills what you sold, right? Then you kind of go on the road selling it like crazy, and you're doing the same webinar to tons of people for a long extended period of time. That's kind of the road that I'm getting on right now and I'm feeling that shift... In fact, I was talking to Cole. You guys know, he's my buddy and he's my first full-time employee, which I'm very excited about to be happening here in a month or two, which I'm very excited about. He was already keeping me on track saying like, "Dude, stay focused man. Don't go getting on anything else," but I'm willing that shift right now. I'm feeling the shift and Russell was in the shift. The shift is don't go build anything else. Just sell the crap out of the thing that you've proven, right? You go and you go and you start selling and selling and selling and selling and selling and selling and selling. Russell for the last little while has done nothing, but the Funnel Hacks webinar... Very few other webinars here and there that he's built from scratch. This one though, I think he built the majority of this one from scratch. It was amazing to watch the template and the way he used the template of the perfect webinar script and he took certain parts here and he moved other parts there. You need to see what parts are malleable and what parts are not. What's interesting is it's no surprise what's not malleable. Storytelling? That's not malleable. You tell your stories. You get good at telling stories. You want to know how you sell? Tell stories. You want to know how to market? Tell stories. At the very based bottom line of it without going to any other detail, marketing to storytelling. You know what I mean? You're building and rebuilding the way someone sees the world through storytelling. That's exactly what he did. He's followed that exact same thing, but this idea of the price marinade is how he was able to get everyone pre-framed for a lot of money. Then it was this insatiable deal when it was only three grand. Does that make sense? He's introducing a constraint. He's introducing a constraint at the beginning of the webinar. The constraint being, "It's 11 grand. Oh my gosh. I've got to come up with $11,000. Holy crap." Then he's releasing it at the end. Same thing with the Funnel Hacks webinar. He introduces the constraint. Hey, this is what ClickFunnels is. It's $297. For $297 you get this and this and this and this and this and this. He's saying that because that creates limits, that creates barriers, right? You get this many contacts. You get this many funnels. You get this many this and that. He's saying that so that at the end of the webinar he can release the constraint for his fast acting bonus and get people to get it. This was like loaded with tons of constraints at the beginning with tons of constraint releasing at the end. That's why I was so freaking nuts and excited about the pitch that I was seeing. I was like dude, you usually just put like one limiting thing at the beginning and then you release that constraint at the end. You put like a hundred and price marinade. Oh my gosh. $3,000 price point. Thee million bucks in an hour and a half. Oh my gosh. Huge guys. Hall of frame right there in my mind. Should be in yours as well. I know that he's got this Two Comma Club Coach trophy, but they better come up for another way for what he just did. $3 million in an hour? That should be its own award. Most of us is just trying to hit that in much longer period of time. It's pretty funny. Walk inside ClickFunnels and he's got I think 17 or 18 Two Comma Club awards of his own, and three of them are $10 million products besides ClickFunnels. The dude knows how to sell. Mad, mad, mad props, my friend. Absolutely incredible. Very fun to watch that. I encourage everyone of you guys to obsess like you would over sports or obsess like you would like a hobby over the act of pitching. You've got to sell. Everything depends on sales. Don't think that you can be in marketing and neglect sales. They are different. They are different. The better marketer you are, the less hard sales we have to do, but you still have to learn how to sell. You still got to learn how to pitch. You still got to learn how to present an offer. Obsess over these elements. These are the things, these are the dials to turn. These are the most high leverage activities for you to go obsess and absolutely love. Anyway, that's all I got for you guys. I'm sorry if it was a little bit in the weeds. It's a little bit of a different styled episode than normally I would do, but I just wanted to talk about that and help you guys understand like why that was such a big deal. It was a huge deal on a lot of accounts. My brain, my little marketing serious brain is going nuts. I literally was just about to end the episode, but I forget one other thing that you guys should all know about. One of the things I've struggled with ... Struggling is the wrong word for it, but like is a challenge when you're face to face with people in an event to get people when it's time to go buy to actually stand up, the physical action of them to stand up and go buy at the back table or back of the room or whatever. The reason why is because they will sit there and they just kind of look at you and they don't want to be rude because you're talking. You have to give them permission to stand up even though you just said, "Go to the back right now. There's order forms on the back. When they're gone, they're gone," or whatever, right? You have to actually say it. It's interesting to watch Russell ... Two of the things here that I've just learned from those are huge, huge, huge guys. I hope that you are soaking this in. This is annoying that I'm going this long, but it was cool to watch him. Several times when he got to the part where the actual call to action came, he would be like, "Guys, if you can tell this is already going to fit you already, like stand up and go to the back. Stand up and go to the back. Seriously right now. Stand up and go to the back. Get up. Stand. Right now. Just get up and go to the back." He kept saying it like that way. Then he would stop like in the middle of the stack. I stood up. He was super nice. He talked about my MLM Funnel in his presentation. All this people around me were asking about it. I stood up to go down to the table and they were like, "You bought already." I was like, "This is something to buy again." I started walking down. He still went for another like 15-20 minutes it felt like. It was funny at least. About 15 minutes. He wasn't even done with the presentation and there was probably a thousand people. He wasn't even done. That's what I want to come say. He was not done and he kept going and going. He was finishing the whole presentation, but there was already this huge massive people at the tables turning their order forms like hotcakes. That's what I want you to understand and know is that ... He continued to throughout, continued to say, "Stand up and go to the back. If you know this is a good for you already, oh look at that. Those are the smart people who are already in the back right now just standing up and go to the back." He kept giving permission because people don't want to get rude. They're sitting there. They're listening to you. They're in this docile state. You got to break that. He'll continue to say it over and over and over and over, getting them permission to come up. I've used that tactic in the past and I made the stupid mistake of not continuing to say it. I kept talking afterwards and some dude sat down after he saw that I kept speaking. It pissed me off. He didn't go buy because he was trying not to be rude to me. That dude should have just went and bought. I did not continue to say stand up. Stand up. When you're doing live events like that, continue to say, "Get up if you know this fits for you. Get up. Keep going. This would be helpful for you. Get up." Then the next day what he had was a ... He was able to stand back up and give a ... It was basically a re-offer. He like did a double close. It was really interesting. He gave away some really cool ... He basically stood up and said, "Look guys, I pulled $3 million out of the room. If you guys want to know how I did it, I've decided that I'm going to add my presentation and all the stuff that I did inside what you bought. If you're like on the fence relieving like in the next little bit, you have got to stand up right now and go to the back and purchase right now because I'll give you ..." He's adding his extra bonuses in. I thought like how interesting is that? The guy is offer creating off the fly. This is incredible. Just making it even better and better and better and better. Anyways, he did this cool follow up thing. I was thinking like how would I apply it to a webinar? I'm thinking if I can, that's going to be a cool thing where I do some cool unadvertised bonus. Hey look, if you're still on the fence, I decided to add X, Y and X in. I think it'd be awesome. Anyway, I'm excited to go apply some of the things that I saw to the online webinar. This certainly apply. Man, guys, I get more excited about Funnel Hacking Live than Christmas and this was like the most exciting thing I've ever seen in my life. It was so cool. You guys can call me nerd. I don't care. It was awesome. All right guys. Talk to you later. Obsess over your thing. Don't let anyone else talk you out of working hard. Talk to you later. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your prebuilt sales funnel today.

A breakdown behind the scenes of everything that went into the 3 million dollars in 90 minutes from Grant Cardone’s 10X event. On this episode Russell goes through a play by play of Grant Cardone’s 10x event and how he was able to make 3 million dollars in just 90 minutes. He also answers 12 questions people have been asking since the event. Here are some of the awesome things you will hear on today’s episode: What kinds of things Russell and his team did to prepare for the event so they would have the ability to sell to such a large crowd. How this offer differed from the offer he presented at last years 10x event. What Russell did to get in state before presenting onstage in front of almost 9,000 people. And find out the answers to the 12 questions everyone has been asking since the event took place. So listen here to hear the amazing tale of how Russell was able to make $3 million dollars in just 90 minutes. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Today I’m going to talk to you guys about how I made over $3 million dollars in just 90 short minutes. Alright everybody, unless you’ve been living under a rock, you probably heard everybody talking about what happened last weekend, which was kind of crazy. I had a chance to speak at Grant Cardone’s 10x event and yes, the rumors are true. We did my presentation, at the end I sold this special offer and we sold over $3 million in sales. Not just contracts, but collected cash in the bank in just 90 short minutes. And I’ve got a ton of questions coming in all over the place about how we did it, why we did and all sorts of craziness, so I just wanted to use this episode to kind of tell you the whole back story and to show you the actual process of how we did it. And then at the end I’ve got 12 questions that a lot of you guys are asking as well, that I was going to kind of cover. So that’s kind of the game plan. So with that said, I’ll kind of jump back into the back story. A couple of years ago was the first time I ever heard about Grant Cardone, one of the guys that works for me, Randy Grizzle, he came to me and said something about Grant Cardone, I’m like, “who’s that.” And he’s like, “He’s this guy.” And he showed me some videos and I was like, “Oh.” So I became aware of him then and started following him and just started seeing his stuff. Last year, probably a year and a half ago he decided he was going to launch an event, he called it the 10x Growth Con and he launched this event. And I was not one of the speakers when they launched it. And as they started launching and it started getting bigger and bigger and finally one of my friends, Brian Post, he reached out to me and was like, “Hey you should really speak at this event, it’s going to be a big deal.” And I’m like, “I don’t have time to speak at events anymore, as much as I would love to.” And he was like, “No, this is one that I think it’d be worth it to you to do.” So he introduced me to somebody over there and next thing we knew I was on the page as one of the speakers. And I didn’t know Grant Cardone at the time, and he didn’t know me. In fact, we had a call before the event to find out what I was going to talk about. And I kind of told him and he’s like, “Well I want you to..” I just remember he was like, “I’ve had other people, like internet guys, try to sell stuff and they’re not very good at it. In fact, when you go out there, just go and tell them the price first and just talk about it and people will buy.” And I was like, you guys know my back story, I’ve been doing this for a long time, over a decade. I’ve spoken on stage a lot and I know the process. And I was like, “This is the way that I want to do it.” And they’re like, “No, no. Just do it our way and it’ll work.” And I was like, “Okay.” And in my head I was like, I’m doing it my way. I know what works. But I didn’t want to be weird on our first relationship, our first call, so I was like, “Okay.” So I went to that event and I think there was, I can’t remember how many people it was either 2200 or 2800, I don’t remember the exact numbers. But we got there and you know we showed up, Dave Woodward and I show up and had a big box of order forms and we asked them, “When I speak tomorrow I need a couple of sales tables. I need staff to help man the tables, and close sales.” And they were like, “Why would you do that. We don’t have staff for you.” And I was like, “This is how it works.” And they didn’t have any respect for me at the time, they’d never seen me close or sell. So I couldn’t get them to even give me literally a table to sell from. So I’m like, okay well, this is how we sell. Luckily Alex and Layla Hermosi, who are inner circle members and two comma club winners and soon to be 8 figure award winners, they were in the audience as well. And I said, “Hey can you guys help us to close sales?” And they’re like, “Sure where’s the table?” And I’m like, “There’s no table here.” So there’s three exit doors, so Dave was at one door with a box of applications and a handful of pens we bought at Staples the night before and so was Alex and Layla. So when I did my whole thing and did my close and people started running to the sides to sign up and Dave and Alex and Layla are pulling order forms out of a box, trying to sign up people in a short 30 minute window there, they were able to close just shy of a million dollars in sales. I don’t remember exactly what it was. Almost a million but not quite in sales at this thing. And I remember telling them afterwards, because I got off stage and Grant Cardone came up to me and it was the first time we ever met in person. He was like, “I’ve never seen something like that before.” I’m like, “What?” and he’s like, “I’ve never seen a table rush like that. People were running to the back to buy your stuff.” I was like, “yeah I kind of told you guys that, but nobody believed me.” Anyway, I was like, “That’s how the process works.” I remember afterwards he was like, “I want you to show me how to do that.” So if you watch some of the interviews he had done with afterwards, it was always about that. “I’ve never seen somebody do that before. That was the coolest thing in the world.” About a month or so later they called me on the phone and they’re like, “Hey, we’re thinking about doing another event, this time we’re going to try to get out 9,000 people, do you want to speak at it?” I was like, “Well, first off, I don’t think that’s possible to get 9,000 people out to an event, but the last event was so good, so if you do it again, I would be more than willing to come.” He’s like, “Cool. You’re going to be our big money speaker.” And they put me on the thing and started promoting the thing for the next year. And lo and behold, despite my skepticism, they had 9,000 people in the room. It was crazy. It was in Vegas in the Mandalay Bay in a huge arena that I know they do boxing matches there, they do concerts there, it was crazy. So they filled it out. So probably about month and a half two months ago we did a call with them before the event and they were like, “Okay, this is what’s happening. We’re going to,” I think they’d sold about 8500 tickets at the time, they’re like, “We’re going to have all 9,000 sold.”  I was like, oh crap. So we started talking about how to do the sales process and they were like, “What’s going to happen is we’re going to have an app on the phone, so you just get up and tell everyone to buy in the app, and that’s how you’ll do your table.” I was like, “No, that will kill all the momentum.” And they’re like, “No, that’s how it works.” And I’m like, “No please. Please do not list me on the app.” And they didn’t. All the other speakers were in the app with their price points and they just click a button to buy. I’m like, “Please don’t put me in the app, the whole social psychology happens when people stand up and they’re all running to go buy something. Please don’t take that away from me, please?” So they agreed to not put me in the thing. So I was like, “Okay we need tables.” And they’re like, “How is that going to work? In this arena there’s three levels. There’s the bottom floor, first floor, second floor, third floor. And then it’s this huge basketball arena.” So it’s like, there’s people who can go all around the whole thing. So they’re like, “How are you going to do this?” I’m like, “I don’t know, let us brainstorm this.” So we spent the next couple of weeks trying to brainstorm out this process. Obviously I wanted to go in prepared but the biggest problem was I can’t just be like, “Run to the back of the room and sign up.” Because I’m like, “Run to the back of the room unless you’re on the second or third floor or fourth floor.” Then you gotta run up the stairs and run halfway around the hallway to the other…. Ugh, I was so stressed out. I’m like, how are we going to make this work? So as I was planning this I was talking to a lot of people and one really good idea I got from Brendon Burchard, some of you guys know Brendon. He told me he spoke at a big event like that one time and what he did, he said that afterwards people always want to get pictures with you, which is true. I was stuck in the casinos and the elevators and everywhere, people trying to get pictures with me. But he said that what he did was put up a picture booth right next to the sales table and said, “Anyone who signs up today can get a picture with me so you can have it.” He said what happened is a bunch of people ran over to buy and get in line, and what happened is it took an hour or so to get these pictures. So everyone’s seeing this big line of people, so more people will be coming over and coming over, so you just have the ability to keep closing from social proof for like an hour or so afterwards. So I was like, that’s a really cool idea. So I decided to take that idea and a bunch of other ones and this is kind of how we choreographed it. The first thing you should know from stage selling, one of the biggest things you don’t want people to do, it’s like when you’re about to make your offer is to hand out order forms. People always do this and it drives me crazy. They get to their pitch and they’re like, “Alright everyone hand out the order forms.” And everyone starts handing out the order forms and all the sudden everyone starts looking at each other, getting the order forms, they’re handing it and they’re reading the thing, and they stop focusing on the speaker. When I stopped handing out the order forms, my sales rate dramatically shot up. So I have a rule that’s never hand out order forms, ever. Make them go to the back of the room to get the order form, therefore it creates the table rush to the back. The problem we had this way, first off, if we wanted to hand out order forms we couldn’t, because there’s 9000 seats, so that’s impossible. Second thing is because there’s tables on different levels and things like that, I was just like, it would have been a nightmare. Even, and I’ll get to this in a minute, it took about 3 hours to process and get people to fill out the order forms, because it was so many people. I was like, we need to figure out a way to get order forms in their hands but without them knowing there’s an order form, because if there’s an order form it’s going to kill the sales. So I was like, how are we going to do this? And all the sudden we had this idea for the sneak attack. So let me show you what the sneak attack is, those who are watching this live. If you’re hearing it and you want to see it, go to marketingsecrets.com and you can actually see the video of this, of me explaining this right now. If you’re listening to the podcast though, just kind of walk through this with me. So the first thing I did was like, “Okay, what if we gave them all packets?” This is the packet right here. I was like, “Inside this packet we’re going to have two things, number one is the order form, because this is what they need to have to fill out. And I’m going to have as little detail as possible on the order form, just enough that they know what they’re getting and have the ability to fill it out.” So this is the order form. I’m like, “I want this on everyone’s chair, but I don’t want them to see an order form. And the second thing, most people aren’t going to have a pen. If I got 9000 people potentially buying and there’s no pen. I need to sneak attack a pen into everyone’s seat.” So the goal was to sneak attack this order form and this pen into everybody’s seat without them knowing there was an order form there. That’s why we put it in this really cool package that looks awesome. And then inside we put in a couple of things. Number one, we put in these really cool “I build funnels” stickers. One that goes on your laptop, one that goes on your phone. So they get these, here’s a gift from Russell, reciprocity right. Here’s this really cool sticker. Then number two we gave them these cool pop sockets that go on the back of your phone that say “Funnel Hacker”. I was able to do a couple of things, one was to actually demo how to use these during my presentation. Number two, they put these on their phone, now they’re part of our community, they’re funnel hackers. So these two gifts that were there, and then I had a note sheet for my presentation. So you get out the sheet here and you can open it up and take notes, what I’m talking about. So all these three things, the whole goal is to be so cool and exciting that people do not notice the fact that there’s a sneaky little order form and a pen inside the envelope. This is how we are Trojan horsing an order form into every single seat in the entire arena. Then we had this envelope and the back was a big huge sticker that said, “Warning, do not open until Russell Brunson’s presentation begins.” And that was on the back of the sticker. So that was the plan and we started getting these all printed. 9000 of them printed and put together. But then the problem that happened, we found out that seats for the event, they don’t lay flat, they pop up when people aren’t sitting on them. So our envelopes wouldn’t sit on the seats because they would pop up and they’d fall to the ground. So we’re like, crap now we gotta figure out a way to make sure that these packets actually stay on their desks. So then we went and ordered 9000 of these bags that say Clickfunnels on it, then we put the packet inside the bags and then hung the bags on the chair. Then the next question was how do we get these 9000 of these out to everybody. So we had to figure out how to do it. So we ended up doing it the night before I spoke. After the event was over, I think we hired 10 or 15 temp workers, plus we had about 10 people from our team and they went out to every single chair and took the packet inside the envelope and hung it on a chair. It took them about 2 ½ to 3 hours to do that to the entire thing, to blanket the entire audience with the Trojan horse order forms, wrapped up with a whole bunch of cool gifts and things like that. So that was the thing, then the way it was going to happen was that after somebody decided to buy, they were going to run to, if they were in VIP, there was a VIP room with a table. If they were in the bottom floor, there was two tables in the back of the bottom floor and if they were in anywhere in the bowl around they had to go to section 118. So some people would run up the stairs and it was right there. And some people had to run up the stairs and then run clear around the whole thing. And then what they would do, they would order and take the order form right here and fill it out, take it someone on our team and then someone on our team would then hand them this packet right here, it says Funnel Builder Secrets, what they bought, then they could open this thing up and they had a couple of things inside of it, they pull it out. Number one, here’s a thing that shows them how to claim what they just purchased, so it shows them how to go online, what’s going to happen, how we’re going to text them their login and if they have any issues or support issues. Number two is there’s a letter to their business partner or their spouse explaining what they just bought so that when they get home they’re not like, “Why did you spend this money.” And then number three was a golden ticket, that said you can come and get a picture with Russell. So they were handed this packet back, they were supposed to rip this open, grab the golden ticket out and then run up to 118 to stand in line to get pictures with me, and on top of that there were some other cool bonuses that we gave them. The Funnel Hacker cookbook if they brought this to us, then we also gave them the Expert Secrets, Dotcom Secrets audiobook that they could plug in their ear and listen to on their ride home. So those are the two things that we had created to get them to buy. So that was kind of the game plan. So we went out there, and the second thing is that I was going to do my presentation, but the problem is that everybody at it the year before had seen my presentation. We’d signed up I think 450 or almost 500 people the year before at $1997. And then over the last 12 months Grant has been promoting that presentation like crazy. So I think like half a million people have seen that presentation through him and his audience. We sold a lot of Clickfunnels because of it, thank you Grant. We love you. But I was like, I can’t give the exact same presentation to the same audience who’s pretty much already seen this thing. But I needed to give the same framework of the presentation, because the framework is what sells Clickfunnels, which has been proven to sell Clickfunnels. And I couldn’t make the same offer because we were charging more, we were charging $3000 and then number two, not only were we charging $3000, but obviously I needed to create a better offer because I wanted everyone who bought last year to buy again, and a bunch of other things. So that was some of the groundwork. So why did we raise the price to $3000? A bunch of different reasons. Number one my goal was, when we first started this, my goal was to make $3 million dollars in an hour and a half and this is the reason why. When you do an event like this, 50% of what you sell goes to the person hosting the event, you keep the other 50%. So my goal was to try to make, I wanted to net a million dollars an hour. That way if somebody ever asked me how much I charge an hour I could be like, “Well, it’s a million dollars an hour.” So that was kind of my selfish reason why I wanted, that was my goal. I was like, okay 9000 people, if we can close one out of 9, at $3000 a piece, that’d be $3 million dollars, which means I netted a million dollars an hour for an hour and a half, which would be really, really cool. So that was the goal going into it. So because of that, I took my framework, my presentation and I re-tweaked it, re-changed it, but the structure was still the same. I customized it very specific to their audience because I know who their audience is and I know what they’re looking for, the types of businesses they have, what their major concerns were. So we crafted the presentation to speak directly to them, and then we made the offer better. We added a bunch more cool things. We added Funnel Scripts for a year, we added Traffic Secrets and a bunch of other cool things. So the presentation was similar to ones I’d done in the past, but it definitely upgraded for this event. So I got on stage, excuse me, it was crazy. So we got there, I was supposed to speak, Grant was supposed to speak the second day and I was supposed to speak right after him. But we got there and Grant’s voice was gone and they’re like, “Grant can’t speak, so you’re up right now.” I’m like, ahh I’m not ready for this. We had to kind of scramble, get everything together and they introduced me. I came onstage and did my presentation and at the end of the presentation I sold and from that we had over 3 million dollars collected from the presentation and we’re still, I think we have another half million or so in declines that we’re going through right now. When all is said and done it’s going to be somewhere between 3 ½ to 4 million dollars. But for simplicity sake, we made at lease, more than 3 million dollars in 90 minutes, which means I netted more than a million dollars an hour for an hour and a half of my time, which was amazing. And it was cool. So that’s kind of behind the scenes. Some of the tricks and things that we did to make sure that that actually worked. I hope I..I’m sure I missed some things. Oh yeah, so after I did my whole presentation, we closed. It was crazy, they took me, they had security guards and the security guards took me back and people were running to all the different places, right. I see people running to the VIP table, I saw people running to the back tables, running up the stairs. And it was weird because typically when I get a table rush, usually it’s in a smaller room and you hear the hustle and the bustle and it’s really, really loud. And a lot of times, in fact, I’ll do a table rush and it’ll get so loud in the room during the table rush, I can’t even finish my presentation. Whereas with this one, because the stadium was so big, I heard a lot of rustling, but it didn’t get loud. So it was kind of this weird thing, I have no idea if people are actually buying, I was kind of nervous. So I ended, later when I went off stage and security guards took me to the bathroom, got me a drink and then took me back up to where the picture booth was at. When I got to the picture booth I walked through the door and I look out there and see this section that had all these stantions, I think that’s what it’s called, when people weave back and forth, and about 5 or 6 levels deep are all these people as far both directions as I can see. And people told me later that the line literally wrapped around the entire arena. I stood there and people come in, I shook their hands, take a picture, next person, next person, next person. And it took like 3 ½ or 4 hours worth for pictures with 1000 or 1200 people, whatever it was. Picture after picture after picture. I remember my face being really sore when I got married on my wedding night, this was like that but way worse. Way longer, just the perma smile, it was crazy. It was awesome. And then we went back to the hotel that night, went up to the room and we had 8 or 9 people sitting there trying to process all the transactions as fast as they could, which was really cool as well. Just seeing these huge stacks of order forms and seeing our whole team going though processing orders. And then what happened, by the time it’s done we processed I think we had in the bank like 2.4 million, but there was 800+ thousand dollars in failed credit card payments. So the next morning we sent an email and also texted everybody’s who’s credit card failed, told them to come back to the table. So by the time I woke up in the morning, I came down, the booth, the 10x booth was there and there was a line of people and they had 4 or 5 people deep, wrapping through stantions like a big line of probably 50 or 60 people in line getting their credit cards updated. And then we texted Grant and his team and said “hey, this was awesome. I think I could push people over the edge. This is a group full of sales people, they probably want to learn how to sell. What if I did a special one day event where I showed them how to sell the way that I just sold? And if you can give me ten minutes, I think I could close another, who knows worth of people.” So they agreed to let me get back on stage the next day for about ten minutes. I come up there and basically tell everyone, “We did 3 million dollars in sales, if you guys want to see what we did, everyone who already signed up, congratulations you get this for free. I’m doing a one day workshop where I’m going to walk you guys through how we do our presentation. And then for those who didn’t, now is the time. I’m pushing you over the edge. Stand up right now, go get signed up and you’ll get this bonus as well.” And apparently we got another 250-300 thousand dollars in sales came from that. From the double close. We’re nicknaming it the double close. So it was the second close on the second day and it was really, really cool. I’m trying to think of anything I wanted to share with you guys. So we did that, we did the double close and it was amazing. Such a fun experience. Alright with that said, there was twelve questions that Julie Stoian pulled off of Facebook that people were asking like crazy, I’ve probably already answered some of these, but I’m going to go through it anyway. And then she’s probably going to turn this into a really cool blog post, if you want to see a detailed breakdown of this with images and screen shots of all the cool stuff we talked about, it’ll also be posted on the Marketing Secrets blog over at marketingsecrets.com. Alright so here we go. The title of these questions are the 10 questions everyone keeps asking about selling $3 million in 90 minutes. But it’s actually 12 questions, but there we go. Question number 1: “How long did it take you to create your presentation?” A great question. The framework that I used was the framework from my Funnel Hacks presentation, those who have been following me for the last three years. I did start a brand new slide deck over. Slide number one, I went through and created all new slides, but I was taking a lot of sections from my other presentations and kind of bleeding them in. I started that Monday. I worked on it all day Monday and all day Tuesday. Let’s see, is that right? Monday, Tuesday and then Wednesday I flew to go see Dean Graziosi. So Wednesday I was with him all day and then we flew from Boise to Arizona, spent all day there, from there we flew back to our hotel in Vegas. So that night I spent some time and then Thursday I spent probably half a day. So probably total said and done, probably 3 full days on the presentation. If I were doing it from scratch, it would take a lot longer than that, obviously. It probably take me about a week and a half to two weeks. But there’s three days kind of re-working it and kind of re-figuring the whole thing out and getting it all to work. Number 2: “How did you come up with such a great offer?” A couple of things, first off, I’ve had my Funnel Hacks offer for a while. So I kind of know what that is and I was just trying to make it better. So what are the things we can add to make this offer even better than it already is, if that’s possible? So that’s kind of where we started at. It looks like my battery or camera I’m using for this presentation is overheating. So I’m going to pause this real quick, let the battery cool down, and I’ll be back to answer question 2 through 12 here in a few seconds. Alright I’m back, hopefully the camera won’t overheat again, but during the break James thought it would be a good idea if I showed you guys a stack of the order forms. So those who are watching the video, if you’re listening to the podcast go to marketingsecrets.com to check out this video. So here is a stack of all of the order forms that were successfully processed so far. Each one of these counts as a $3000 dollar bill. Yeah, that’s a lot of 3000 dollar bills. So yes, this works. As I’m starting this somebody, it wasn’t one of the questions here, but I saw it as I was scrolling through Facebook before I clicked record. Someone’s asking where I made up my presentation from. You guys this is the perfect webinar script. If you haven’t read the Expert Secrets book yet, literally I just use the script that’s in the Expert Secrets book. I have a problem with secrets. I just tell everybody my secrets. So the presentation is literally word for word from the Expert Secrets book. Same one that I’ve been using and trying to get all you guys to use as well. So there you go. Alright, back to the questions. Question number 2: “How did you come up with such a great offer?” So again, I just took our offer we’ve been using in the past and we tried to 10x it. The event name was 10x and I kept saying, Grant told me to 10x the event, how can we make this better? So instead of giving them copywriting training I gave them Funnel Scripts. Instead of giving them a traffic workshop, I gave them Traffic Secrets. I did a call, I did a webinar blueprint with Jason Fladlien last week before the event and one of the things he talked about is when he tries to include bonuses he’s like, “First off, I try to get proof that the bonus is actually worth a lot.” So one of the bonuses I gave people access to Traffic Secrets, which is John Reese’s course on how to get traffic, we bought the company from him, licensed all the content from him. So instead of me saying, “Hey you get access to traffic secrets.” I literally showed, “Here’s all the wire transfers and all the money I sent John Reese to buy Traffic Secrets. So to give you this bonus, it cost me almost a million dollars to be able to give you this bonus.” And people were just going crazy like, “Dude, you spent a million dollars and I gotta give you $3000 for that.” so it makes it really big. So example, if you’re trying to create a bonus, one thing Jason says is really smart, “I go and hire someone who is awesome at this thing and I don’t just, usually I can get it for free, but instead I go and pay them, wire them $10,000  or something, so I can show people that I literally spent $10,000 for this interview and you guys get it for free as part of this course.” So it just gives you a proof element. Anyway, that was kind of a cool thing. So that’s kind of how we made the offer so great. Its software and if you look at also the way I structure my offers it’s like, “When you invest in the Funnel Hacks training today, I’m giving you all this other stuff for free.” Clickfunnels became free, Traffic Secrets is free, Funnel Scripts is free. All the other things are all free, free, free. The only thing they’re paying for is the actual training. So that’s kind of a cool way to structure it. And then again, I had the bonuses. We had the Funnel Hacker Cookbook, and the audio book they got to leave with, which people love leaving events with stuff that they can show they actually invested in something. So they got the book, they got the MP3 player and then what else, what else? Oh the picture. Something they could only get right there. you get a picture with me so you can take that home and that way you got a picture you can use. I told people to put it on their wall as a reminder of the commitment they made, they’re going to 10x their business in the next 12 months. Those are some of the things from the offer. “What are the things you do right before the presentation to stay focused?” So for me, I still get nervous, even at the smaller events. Usually I’m nervous about an hour or two before I get on stage, and this one, I was nervous for 2 ½ days before I got on stage. I had this nervous energy, which wears you out. So part of it, I have to keep my energy up. So eating really healthy, making sure I try to get sleep at night, trying to just keep energy up. In the morning when I’m getting ready I was listening to music trying to get myself in state. And a lot of it for me is getting down there. I had to go the night before and actually stand on the stage. For some reason that calms my nerves when I see this is what it’s going to look like, and what the audience is going to look like, that was a big part for me. Then when I got down there, it was just like, I pray a lot during these nervous times. I’m praying a lot that I’m going to be able to serve at the highest level, that I’m going to be able to say things that are going to inspire people and motivate people to actually change their life. Yes, a lot of praying. Then when it gets real close, I jump around and try to get my energy out, try to get prepared and ready. And then they start calling your name, and next thing you know you step out there and as soon as, for me, as soon as I got on the stage, I see everybody and all the nerves kind of crash, boom into state, and you just go. Hope that helps. Number 4: “What is the hardest thing about logistics of processing that many sales so quickly?” So I kind of talked about that, the fact that nobody had pens, there’s no where to send people to order forms. So kind of what we did with those packets and the sneak attack, the Trojan horse order forms and pens, that was the biggest part to get it to work. Then I had enough people to take orders. We literally had people there, over an hour long line, just to be able to take people’s money, which I felt bad for the next 3 or 4 speakers because literally people were out in hallway either buying or watching this whole circus that was happening out there in this huge line. So it was pretty cool. Number5: “How did you prepare your team and or company for this event?” It was a big, a lot of preparation. Ahead of time we had a pre-meeting explaining the process. When we got there we showed everyone, “Here’s the tables that are happening, here’s what you gotta be doing. When you get this you gotta return this.” And for the most part it worked really good. We had some temp workers there who didn’t pay attention very well, they kind of messed some things up, but for the most part it ran really flawlessly, which is good. Number 6: “How has it been since the event?” It’s been crazy. I was in Vegas for a day and a half afterwards just processing orders and getting stuff done. It was tough, I remember in the morning I needed to get some water. There was a little shop where we could buy stuff, right next to the elevators. So I jumped in the elevators, came down, went to buy some waters and I got stuck out there for 25 minutes taking pictures with people. I’m in my jammies, my hair’s all messed up, I’m tired. I’m like, “I’m just trying to get some water for my wife and I.”Someone came up to me and they’re like, “You buy your own water. You’re the only multi-millionaire I know who buys their own water.” I thought that was kind of funny. That was kind of crazy. And then we needed to get B-roll though. So part of me, we made $3 million dollars in the presentation. I’m going to make a lot more than $3 in me telling the story of this presentation and you’ll see some stuff coming out over the next few months of how we’re going to keep this momentum going. But part of it is telling the story. I had three of my video guys there capturing stuff. And one of them, Dan Usher, he’s making a promo video of the bonus I gave people at the Funnel Hacking Live event. So you guys will see that here in the near future. But one of the things that he wanted, he’s like, “I want an aerial shot of the event because you can’t fly a quad copter around Mandalay Bay.” So he went and rented a helicopter, one of the helicopters that there’s no doors on it. And then we got to go in the helicopter and they harnessed us to the helicopter, and then we flew at night past Mandalay Bay. I got to hang out of the helicopter looking back as he’s filming me, for a 3 second B-roll shot that we’re going to use in the promotional video. So we did a lot of fun stuff like that. We got to take my wife shopping to go get some clothes, and myself shopping as well to go get clothes for Funnel Hacking Live. Stuff like that, which was kind of cool. After that we went to Michael Jackson show, which was really cool as well. It was a good time, we had a good time. It was hard to walk through the halls afterward. It was just getting bombarded by everyone wanting to take pictures. It’s tough because I want to give everyone a chance. It’s like, if you bought, you got your picture, that was your shot. Anyway, it was just, I feel bad telling people no and I had to tell a lot of people no. It was tough. But other than that it’s been crazy. It’s fun watching on Facebook because everyone’s talking about it. Apparently traffic conversion events happening right now and I’m not there, but a bunch of my team is there, and they said that it’s the talk of the whole event. Everyone’s talking about it, which I’ve been getting texts and voxers and Facebook messages from people all over the place that are messaging about it. So it’s kind of fun that it was that big of a deal that people know about it. Alright number 7: “What’s one piece of advice you give someone about to sell from stage or from a webinar?” Study this book, I spent a year of my life writing this book so you’d know exactly what to say, how to say it, where to say it. And then go watch all my webinars. Even if you’re not going to buy my stuff, watch and learn the process, learn the energy level, all those things you need to be able to produce a webinar and to do it. Model it, model, model, model. You know one of my friends who’s now got a career writing webinars for people. He told me, “I’ve watched your funnel hacks webinar at least 100 times.” People are doing webinars and I’m like, “Did you watch mine?” and they’re like, “Nah, I haven’t seen it yet.” Are you kidding me? Do your homework. Anyway, there you go. See how I pitch, why I pitch, see my tonality, my voice patterns, how I do the stack and the close and how I create urgency and scarcity and how I’m answering questions, all those things are keys to it. So you can read it in the book and then go watch it to understand it. Number 8: “Why did you have people do manual orders instead of digital?” Okay, again, everyone else who sold at the event had people pull out their phones and click on the app to buy the product. A couple of things, number one, when we were in the venue, the app had no internet access. People that were doing that, the sales actually didn’t go through. So a lot of their speakers were like, “Okay when you leave the event, go and find it.” Number two is half of selling is like the social pressure and the psychology behind social proof that this is actually real. So it’s like, people pull out their phone and buying, nobody knows who else is buying. When people are all running up and they’re running somewhere, they see a line that wraps around the arena, they see all this energy and excitement and momentum. “I don’t know what exactly that is, but everyone else gets it, so it must be something I need to be a part of as well.”  So it causes a social situation you can use as well. So that’s why we did the old school way. Number 9: “What was the incentive for them to wait in that long of a line during the table rush?” It was to be able to come get a picture with me, which may seem like a dumb little thing but it’s important to people. I just know that every time I walked through the hallway before and after I was getting mugged by people who wanted their picture with me, which is funny for my wife. She’s like, “Why do people want their picture with you?” I’m like, “I have no idea.” It doesn’t make sense to me either. But that was a big thing, people want that and it gives them something tangible. So that was a big part of it. Plus when they sat in line they got the physical Funnel Hacker Cookbook and the MP3 player, so it just gives them something tangible as well. And to get people to meet you. Someone buys from and invests from you, they want to meet you and they want to shake your hand, and to have a picture with you means the world to them. Number 10: “Do you feel different now that you’ve broken another huge record?” Honestly no, I feel exactly the same. My goal now is to not let my head get too big. But definitely to leverage it, to grow Clickfunnels even further. So like I said earlier, $3 million dollars in 90 minutes is cool, but the $30 million we’ll generate in the next 12 months because of this, because of the story is more important. And that’s what’s going to happen next. That’s what most people give up. Most people do the first thing and then they stop, leave the first thing. You will watch over the next 4 months how I leverage this. You will definitely see it. Number 11: “Is Grant Cardone getting kickbacks since it was his event?” Yes, you split the proceeds of your sales 50/50 with the event promoter, they’re the ones who did all the hard work to get the people in the room so they get half of the profits and it’s totally, totally, totally worth it. Number 12: “Is there anything you’d do differently?” Maybe, but I don’t know yet. You know, I think overall we executed it pretty well. We thought a lot through it and it worked really, really well. I think my double close, my second presentation, I probably would have choreographed that one a little better, maybe get some slides and some things. I just kind of went up and there just kind of talked. So I probably would have choreographed that a little bit differently. But for the most part, really, really happy with how it all went. So there you go guys, that was what happened at 10x event. That’s how I made $3 million dollars in 90 minutes. It was tons of fun. Look out in the near future as I tell this story more and I’m kind of walking you guys through the details. We will have an offer coming out that’s going to share all the information from behind the scenes, going through slide by slide, minute by minute of my presentation. That will all be coming soon. Make sure you keep listening to the podcast to find out when that’s coming out. With that said, thank you guys so much. If you want to see the video of this or read the transcripts, go to marketingsecrets.com, you can read it all there. Appreciate you guys, and we’ll talk to you guys all again soon. Bye everybody.