Podcasts about funnel hackathon

On this episode we answer a question from one of our listeners. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- What's up everybody. This is Russell Brunson, welcome back to the Marketing Secrets Podcast. Tonight, I'm going to have a special episode, actually. Someone on Instagram, who I've become friends with recently, been talking back and forth, asked me a really good question about feeling uninspired, and low confidence publishing and wondered what I do to keep myself confident and motivated. And I think the answer may surprise you. So, I wanted to do this as an episode instead of just responding back to him directly, and hopefully it'll help a lot of you guys out as well. All right everyone, so like I said, one of my new friends Alex, he had posted on Instagram or he actually sent me a DM, a question, and I thought it was really good question. I think it's something that I know I personally deal with way more often than I'd like to admit, and I'm sure a lot of you guys do as well. And so I thought I would, instead of just responding to him personally, respond through a podcast and hopefully it'll give you guys some value as well. So this is what he wrote. He said, "Hey man, question for you. If you ever find yourself feeling uninspired, low in confidence to publish every day or put yourself out there, what are some of your go-to activities to create lasting peak state again, where you feel full of fire, belief and vision. I'm in a spot that haven't been in a long time. I'm committed to breaking out of it, and I have faith that I will. I have a feeling that finding the right catalyst to help spark the fire again is the key." Anyway, so I thought it was really good question. And again, I think my answer may be different than him, or even probably most people think. And so to put it in context, I'm going to give you a quick glimpse at my life recently. It's summertime here at the time that I'm recording this, and I've got five amazing kids, three teenagers and two younger kids. And my teenagers have a party every night, something planned with friends and everything. And there's no school. And they're like, "Well there's no school tomorrow." I'm like, "Yeah, but I still have to get up tomorrow at six. I still have things to do. I still have all this stuff." My poor wife and I, usually during school time we put them to bed at nine and we've got two hours by ourselves before we pass out. Where now they're getting home from friend's houses around 11, and then we're trying to put them to bed. And then it's midnight, and then one, and then one thirty and then we're so tired. And right now is a really busy season, we are like 60 days away from Funnel Hacking Live. P.S. if you don't have your tickets yet go to funnelhackinglive.com. And I find myself now every morning, literally waking up and I am feeling, I think exactly what Alex is feeling. I wake up and I'm tired, I'm uninspired, I have low confidence. I don't want to publish. I don't want to talk. I don't want to get a bed. I don't want to work out. It's tough. Today, I set my alarm for six and I snoozed it for an hour and a half. I kept pushing it over and over and over again. And I actually, this morning as I was going to the office. I was like, "Why am I struggling so much?" And I start thinking back, and I think in my mind, I think in most of our minds, we assume that we're always like, there are seasons and times when we're on fire and full belief and vision, all these kind of things. But when I started like really looking back, I started thinking about different parts of my life, especially some of my favorite parts of my life. And if I really remembered, I try to... I think most of the times our memories remember the good things and we fade out the bad, right? It's like, when you have a baby. Five minutes after my wife gave birth, if I was like, "Let's have another baby," she would probably strangle me. But then, a day goes by, then a week and then a month. And within three or four months, you forget the pain. All you remember is this cute little baby and you're like, "Oh, we should have kids again. It was so much fun." And then all of a sudden you're pregnant. You're like, "What was I thinking? Why didn't somebody tell me about this?" I think it's the same thing in life. Like if I honestly think back, I think back about wrestling. That was my first passion, my first love. I remember winning the state title. I remember these big things that are amazing, but if I'm really honest, I try to remember the practices. I remember cutting weight. I remember not eating for four or five days in a row, every single week for my entire high school career. And cutting weight, and not having energy, and being tired in class and like cutting weight. Those who've cut weight know what I'm talking about, but I was doing that. And I don't think that there was a time when I was really... It didn't feel good, I didn't enjoy it. It was hard. It was miserable. But then the thing at the end happened, and it was amazing. And because I had this desire, and this belief and this hope in the thing at the end, that's why I kept doing it. Cause I was like, "Ah, someday I want to win a state title. Someday I want to be an All-American, someday." And I had these things, so I put myself through these things. And then afterwards I hit the goals. You don't hit the goals and you remember the positives, and you remember these things and you kind of fade out the negative. But the reality is that a lot of times going through the stuff, like the day by, day by day, you don't come into it super inspired, and tons of energy, and high confidence and all those things that we think we are, or we're looking for, we're thinking it's going to happen. At least not that I remember, as I'm trying to be completely honest with myself, I'm remembering the practices and leading up to them, and most days I didn't want to go to practice. Like I did because when I got into it, I enjoyed it. But going to practice, I would dread. And then fast forward, most of you guys I think know, I had a chance to serve a mission for my church for two years. And so for two years I was on this mission, and I'm knocking doors, and I'm teaching about Jesus, and doing these things and had a great experience. Looking back now, it's one of the greatest highlights of my life. If I remember, every morning waking up, and we'd wake up super early, and study scriptures and do these things, and we were tired. And those who haven't been on a mission, or have never seen like the Mormon missionaries before, like you don't get to go on dates, you don't get to call home, you don't get to... You're with a companion and you don't go to movies, you don't have a TV, so it's tough. I remember every morning waking up, and knowing I had to go knock on doors, knowing I had to go do these things and dreading it. Like, ah it was hard consistently. And then we're going out and knocking door, and usually within doing it for a little while, it'd become fun. And we'd talk to people, like I enjoyed it. And as I'm enjoying it, I'm like, "Why was I so complaining? Like why was I so tired this morning? Why was I so miserable? I actually enjoy this stuff," but I still did. And if I look back on my mission now, it was two years I was out there. Like I would wage, I would bet that most mornings I woke up dreading having to do the work I actually had to do. And now I started thinking about this, about my entrepreneurial career. And again, I think back about all the highs and the big wins and all these kinds of things. But if I'm completely honest with myself, throughout the day by day, and the week by week, it was not sunshine and roses. I didn't wake up inspired, and excited and have tons of confidence and wanting to publish. Like it came... Usually me waking up and dreading it, and then going and doing it. And then as I started doing it, it was like, "Oh, I actually do enjoy this. This is kind of fun." It was weird to me because two days ago I was working on this webinar, and all day at the office I was having fun, I was doing it and I got home. And then first I was excited, "Tomorrow's going to be fun to work on it." But then again, my evening happened and it was crazy, and kids get to bed at midnight and I'm asleep at 1:00, and my alarm is going off at six in the morning and I'm just dreading going the office. Like, "I don't want to open the slides. I'm too tired. I don't want to work on it." And like, I'm miserable. Right? Uninspired, low confidence, like all these things. But I woke up, I did the thing, got out there, got to the office and started working on it. And then as I got back into it again, it became fun and I enjoyed it. And then eventually I'm going to do this webinar and I'm going to be stressed out. I'll probably pull all-nighters ahead of time, and then do the webinar and it's going to make a bunch of money. Then I'll be able to celebrate and all I'm going to remember is the celebration. Right? The baby came out, we made a bunch of money. Someone got baptized. Whatever the result was that I was working towards. And I'll Remember that, and it's all I remember is like how great it was. I mean, we did this event, the Funnel Hackathon event. It was interesting because, I was teaching a webinar model. I was like, we launched ClickFunnels... I always tell them they should do a webinar a week, every single week for a year. And I was like, "I tell people that, but that's not what I did." I was like, "I was doing at least a webinar a day, some days two or three webinars a day." And if you've ever done a webinar, like a two hour webinar, it's like working a nine hour or eight hour workday. Right? So you're doing three back-to-back-to-back, six hours of straight webinars. Like in my head, I remember this amazing thing in me, closing sales and like how amazing it was. But if I'm honest with myself, It was horrible. I couldn't talk, I was tired. I had no energy. I didn't want to be there. I didn't want to do the second let alone the third webinar that day, knowing that tomorrow I'd wake up and do it again. And it's just interesting because I think our brain blocks out so much those things. So I'm not saying that we can't be inspired, have high confidence in those kinds of things. But my bet is in most situations, most mornings you're going to wake up and you're going to be uninspired, you're going to have low confidence. You're not going to want to publish. You're going to want to go out there. You're not going to want to do a webinar, you're not going to want to publish your podcast, you're not going to want to knock doors. You're not going to want to go read a book, you're not going to want to write a book. You're not going to want to... Whatever the thing is. Because that's the reality of life, at least as far as I've experienced it. I try to think back like, when were the mornings I woke up super excited? And there have been some, I can tell you there have been, but they are few and far between. The thing that gets me moving in the morning is not the feeling of inspiration or confidence or anything in the morning. It is the vision of the thing at the end. It was me knowing I wanted to win a state title. Not just knowing I want to be a state champ, but knowing like in my heart and my soul and my gut, that's all I wanted. That's all I wanted in life was that, I wanted to get my hand raised. And it's because of that I was willing to go through anything. My coach has said, "You got to lose 30 pounds this week." Which happened every single week. I was like, "Okay." They're like, "Hey, you've got to go run four miles right now. You got to do this." Like I just said yes to everything, because that was the goal. That was the... Like, whatever it took to get there, I was okay with it. So the vision, the goal is the thing, but it doesn't mean you're going to feel the things I think we want to feel. I want to feel like, wake up in the morning, I want to go run. I want to go do these things. I want to go... But I don't think I ever feel those things. And maybe I'm the one that's messed up, I don't know. But if I'm honest with myself, I don't remember really feeling those things. I don't remember any morning when my alarm went off and I woke up feeling like I wanted to go run, feeling like I want to go lift weights again. Maybe every once in a while, but it was rare. The thing that was a constant was like this North Star, it was the vision. And again in high school, it was winning a state title and it was being an All-American, that's all I could dream about. Like I'd sit there without any food or water in my stomach for weeks... For not weeks, but days at a time, miserable, cutting 25, 30 pounds a week, every single week, week in and week out, over and over and over again. Being thirsty beyond any kind of anything you can imagine. For those who have never cut weight before, you think that that being hungry is hard. Like people who skip a meal and they're like, "I'm so hungry." Like hunger pains are easy. Thirst pains are bad. Like you skip water for a day, your hunger pains disappear and you can not eat for a week. Fine. But that those thirst pains like keep you up at night. But again, like what was the thing? It was the vision and it was doing it when you're not inspired, doing it when you don't feel like it, because you're normally not going to feel like it. Like right now, we're 60 days away from Funnel Hacking Live, I have so much work to do. We are rebuilding three different coaching programs and I'm tired. I've got six core presentations, nine total presentations that I haven't started on. I'm rewriting a core webinar that I have to do. We've got film dates. We've got events. We've got... If you guys saw my schedule for the next 60 days, you'd probably laugh or cry or a little bit of both. And I tell you what, I don't want to do most of it. But guess what I do want to do? I want Funnel Hacking Live to happen. I want... When it's over, the night Funnel Hacking Live ends, when I go to bed at night, there's this feeling that I don't know. It's not as good as getting my hand raised and wrestling. I'm not going to lie, but it's this feeling. And I felt it before, I feel like when the whole thing's done, and you see people and you see their change, and you see them leave and you get to go home and be in your room for a minute and just be like, "We did it," that feeling, that vision and seeing like the ripple effect that will come from that room, from the 3,500 people who will be in the room, that ripple effect that will come out from there around the world. That vision of that. Like for me, it's a tangible visually. It's like, I can see... For me, it's like I see the audience, I see this huge rock going boom, and hitting it. And the ripple effect goes to 3,500 people in the room. Then from there, it goes out to millions and millions of people around the world. That vision of that is what gets me moving and going. And for some reason, I wish... I keep thinking or wishing that vision would make it so I woke up every morning inspired, excited, with energy, but it doesn't. Because the reality is, if that's all it was, was the vision. I think we'd be able to... If the vision affected us, so we felt so good that was easy, then it would be easier. But for me at least it doesn't. So anyway, if any of you guys got a secret, let me know. But for me, it's just waking up thinking about, this is the thing. This is what I'm working towards, I want it, I'm going for it. And then start the process. And like I said, after I start the process, usually it feels good, but it's that initial momentum that's not fun, right? Like the initial waking up and going to the gym is not fun, but then when you start lifting. It's like, "Oh, I actually enjoy this." Getting up, getting dressed, getting to the office, not fun. Start working your slides, you're like, "Oh I actually enjoy this." This podcast episode for example, my brother who does my podcast is going out of town. He's been asking me for a week and a half for three episodes. And right now it is 11:27 at night, and I've been dreading this podcast all day long. I've been thinking about it and like talking myself out of it, like dreading it. Literally, I don't want to do this podcast. I don't want to do it. I'm tired, I just want to go to bed, I got so much stuff. Like I finally got my kids to bed. Now, last thing in the world I want to do is publish my podcast, the last thing I want to do. But now I'm 14 minutes and 25 seconds into it, and I'm actually really enjoying this. I could go for the two hours. Like I'm feeling the energy now, right? But initially you don't have it. And so I think that's the biggest thing is just, understanding that it's the initial momentum. That's the hardest part. In the morning you wake up and you're out of momentum, like getting back into momentum. That's a hard thing. And so most people, most humans on this planet never get back into momentum. They're just like, ugh. They just stop, right? So the thing that's going to get you from this stagnated stop spot is like, either the memory of the vision or the dream of the vision. When I was wrestling, it was the dream of being a state champ. Right now it's the memory of last years Funnel Hacking Live and the experience that I felt afterwards. Like, that's the thing that gets me out of bed into momentum, and with the momentum I start feeling more inspired, I start feeling more confident. I start listening, they start happening, but they don't happen right out of the gate. Most mornings, you're going to wake up not wanting to do with the thing you got to do. You're not going to feel good. You're not going to feel inspired, have confidence, any of those kinds of things. So it's like, you got to have this vision that pulls you into momentum, and then momentum picks up and that's when you start feeling good and start having fun. And right now, I want to go film 12 more podcast episodes, which is good because my brother told me I need to give him three by tomorrow. So, this is the first one, I've got two more tonight and I'm really excited about one of them, so I'll probably do that one next because now I'm in momentum. I'm feeling good. And anyway, so I hope that helps. I think the biggest thing that I want to share is just that if you're struggling every morning, for any of you guys, like that's okay. So do I, every morning, Very, very, very rare do I wake up and like, "Yes, let's go. Like, this is the thing." It's unfortunately not there and I don't think it's there for most people. And if it is there for you, that's amazing. Like run. That means you're waking up already in momentum, start running. Don't stop. But for most of us it's, man, making that vision. It's like what we talked about for wrestling, so clear, so vivid, so real, that you would go through anything to get it. First time I saw someone win a state title and I was like, "That's what I want more than air," literally, like more than food, more than water, more than friends, more than anything. And it became that real, that tangible that vivid where I could feel it, taste it, touch it, like smell, I could envision it. Like that's when I was willing to do anything and I did do anything, like literally. Insane things we did to get that goal. And same thing rings true in business. Right? Like when we started building ClickFunnels and I started seeing... At first it was hard for me, because I didn't know it was going to become what it was. Like I'd tried to build ClickFunnels three times before and every time we'd fail. So Todd's like, "I'm going to build ClickFunnels." I'm like, "Cool," so we started building it. But as soon as I saw it and I was like, "Oh my gosh, this is really good. Okay. Like, all right." And I saw the vision what it could be, then it was like crazy. But again if I remember back, we used to do these hackathons. Todd would fly out before we launched ClickFunnels and spend three weeks in Boise. And we would go all day, all night and like sleep for three or four hours, get back up and keep going. And I don't think it was fun. Like looking back now, the nostalgia of it's amazing. Like, oh these were like the greatest times of our life. Like times I'll never forget, but in the moment they were horrible. I did not enjoy them. I was tired. I was miserable. I missed my family, missed my kids, missed my things. We didn't know if this was actually going to work. Like, there's all these things, but we did it because I'd seen the vision. Todd had seen the vision. We knew that there was something there. And so we pushed, and we pushed, and we pushed, and we grind through it. And now looking back, those are some of the best times. So, you got to do it in spite of the uninspired, in spite of not feeling worthy, or ready or whatever. Get yourself momentum, like hook to the vision, hook to the thing you have and it start running. So anyway, I hope that helps. It gives probably not the answer you're looking for. I wish I had a better secret magic button, but it's just understanding and realizing every morning, like, "All right, I don't want to move, but I got to. Let's go." So, I hope that helps. Thanks so much everyone for listening, and have a great night and we'll talk to you all again soon. Bye everybody.

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

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

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

I have the most incredible respect for Myron. Come learn some of the laws of wealth from his gift of clarity...  What's going on everyone? This is Steve Larson and you're listening to Sales Funnel Radio. I have a very special episode for you today. I'm going to be interviewing and going and through and chatting with one of my favorite people in this planet. His name is Myron Golden. There's a lot of voices out there, there's a lot of people out there that tell you to do this or tell you to do that. I'm not calling them out but every once in a while some not done this, they're not walking with their talking. They haven't actually been down the path. Myron is one of those people that I have come to not just know and like and become friends with but I trust him, I trust what he says, I trust what he's saying because I know that he's been down that path. I learn so much from him every time he speaks, very excited to have him on the show here. I would take notes during this episode. I would do during all my episodes but specifically this one. You're going to learn a lot about different, not just formulas but the personal attributes and formulas and steps of the process somebody goes through as they start to learn this whole game. As I've mentioned before, a lot of it has to do with personal development that's tailored directly to you. That's what you're going to find out as you listen to this episode. He's going to go through and dive in and do also a bit of a recap of what he spoke about at this last Funnel Hacking Live. Very honored to have him on the show to be honest. He is a published author... He's spoken for years. He's helped a lot of people gain their goals. He started out as a trash man. He has made millions of dollars now, very fascinating to watch the process and watch what he's done and his attitude towards that kind of learning, towards that kind of process. Very fascinating, please take notes, you guys are in for a special treat. Just stick around if you want to, decided to toss in some of the conversation that he and I had before we were actually officially making the episode together, a fun conversation will be afterwards, after the very last little outro piece... I spent the last four years learning from the most brilliant marketers today... Now, I've left my 9 to 5 to take the plunge and build my million dollar business. The real question is how will I do it with 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. How's it going everyone? I am very excited. You have a very special treat today. Whatever you're doing, stop. If you're driving somewhere, pull over, take out a pen and paper, everything that you're about to hear it can be life-changing to you, certainly has been as I've learned from them. We have a very special guest on today who has blessed my life immensely. In fact, he just barely spoke at Funnel Hacking Live. I went home immediately and I started teaching my wife and my friends and family all the things that I heard from this man. I have learned incredible things from him. I have immense respect for everything that he does. Every time he speaks I feel like there's just gold that just falls on the floor and I run to pick it up. Anyway, I am very, very excited for the guest today. I want to welcome Myron Golden. How are you doing Myron? Myron Golden: I am excellent as always, Steve, and better now that I'm talking to you. Thank you for all those kind words by the way. Steve Larsen: Absolutely. I remember the first time that we chatted really face to face. I've seen you in Russell's inner circle around the ClickFunnels office, places like that. It was after a Funnel Hackathon event, one of those 3-day Death Marches. Myron Golden: Intense, intense. Steve Larsen: Yeah, intense, right? You walked up to me and you said something to me that I actually wrote on my wall and I'm looking at it right now. Myron Golden: Can't imagine. Hope it was something good. Steve Larsen: Yeah, it was really good. It totally helped. Anyway, I have a wall full of quotes and you're on my quote wall. You said, "What makes you you is the ability to see things others can't." ...You said that and I wrote it on my wall, and I look at that a lot. It has made me look for more connections, it's made me look for more things. I really believe that it's brought me in places that I may not otherwise have been in. I just want to, anyway, thank you for that. Myron Golden: Wow! Absolutely my pleasure, bro. I call it like I see it. I just say it. Steve Larsen: I love it, I love it. You have a lot of ... you have a book, "From the Trash Man to the Cash Man", in ways that anyone can become profitable. Really, you obsess this expertise about how the laws of how money work. Could you tell us a little bit of your backstory and how you got into that? It's an area, it's not something you learn that from school. It's not like you ... you know what I mean? ...You obviously have this obsession about this topic and it's impressive. Myron Golden: You know what I learned from school? I learned to hate school. Anyway, that's all another conversation. I was a trash man, I wrote the book long time after that, but I was a trash man. I was making $6.25 an hour. It's the first job that I got after I got married. ...I can remember saying to my young wife, who I love more than life itself, and I can remember saying to her, if we can just make $300 a week, if I can just make $300 a week with overtime from this job, we're going to be okay. That was my vision. When I think about that now, $300 a week, that's where my head was. I drove a trash truck during the day but I had a business at night. I had a part time business at night where I sold insurance and investments. I say, I shouldn't say I sold insurance and investments, I should say I sold that insurance and investments. ...When I got started Steven, I was probably the worst salesman in world history. If there was a Guinness Book of World Records for a salesperson who could be in sales the longest without making a sale, I probably would have gotten that award and it would probably last until this day. That's how ... it took me literally that long to make my first sale. Steve Larsen: Looking at you now, that's hard to believe. Myron Golden: I know. Even when I think about it, and the beauty of that is ... let me just tell you. I got started in the insurance business, the financial services business in October of 1985. You pro weren't even born yet, October 1985. Steve Larsen: I was not. Myron Golden: Right. This is way before that. October of 1985, I did not make my first sale until April of 1987. I was working, I was doing presentation, I was talking to people, I was talking to friends, I was doing presentation to the family, I was doing presentation with strangers, I'd knock on people's doors, I'd talk to people I meet, and it literally took me 18 months to make my first sale and my first check was $125.66. If you take ... you have to note that if you take $125.66 and you divide it by 18, that's not very much a month. Quite less than [inaudible 00:07:39] a month. I was horrible. ...You say, "Well", you look at me now and not know that. Here's the beauty of that whole thing. I'm really good at sales now. I've made millions of dollars in sales. I've done millions of dollars in sales from the stage in less than an hour. I'm good at selling but I wasn't always good, and that should give everybody hope. ...This is Sales Funnel Radio. You don't have to be good to get started in sales but you have to get started to get good. I got started but getting started is not enough. The second thing you got to do to get good in sales, you got to lash through the learning curve. For me, the learning curve was 18 months. Most people think that selling is a talent... People who can sell are people who have a gift of gab and they're good at talking. I've discovered that people who are good at sales are people who have the gift of listening and people who are good at shutting up. ...Anyway, if you're not good at sales and you're listening to this right now, don't think that it's hopeless for you. That just means that when you get there, you'll understand what you're doing better than the average person who had just came easy for. Steve Larsen: Yeah, that's true. Absolutely. What did you do to lash through that learning curve like you said? That's an interesting way to put that. Myron Golden: How did I lash through the learning curve? I was basically optionless. I think one of the reason people fail is because they have too many choices. I didn't have any other choice. ...Steven, you know me so you know I walk with a limp, I've got a brace on my leg. I had polio as an infant. I'm a very athletic individual, I'm a black belter in martial Arts, I'm a single-digit handicapped golfer, but there were no sports teams trying to recruit me in my 20s. It wasn't like I was going to go and get recruited by a professional football team or a professional basketball, or a professional baseball team. That wasn't going to happen. I didn't have a college degree so as far as jobs were concerned, manual labor was basically was left. I couldn't lift things and carry them a long way so that was out. It was ... if I desire to be wealthy, I desire to build a life worth living for my family but I've got to make this work. I don't have any other choice. ...The only people that I knew in the world that were making, this is back at the 80s now, that we're making $10,000 a month where people who are in that business. In my mind, the only hope I ever had to get to $10,000 a month or $100,000 a year was to last and get good at this thing that other people had gotten good at. The fact that other people had gotten good at it, let me know that I could get good at it as well. Steve Larsen: That's amazing. It's optionless. I think the back against the wall mentality, got to get plata o plomo just like girls was talking about, looking at other model, you're modeling other people, you talked a lot about ... there was something that you said right at the beginning of Funnel Hacking Live. Your speech is just amazing. You said, I wrote it down as fast I can, looking at your page of notes that I took from your speech right now. You said, "Some of you are not willing to be bad at something long enough to get good at it. I stayed in the game long enough to learn the game." It just exploded my head when you said that. Myron Golden: Yup. I really didn't have a choice. I am a very determined person. That's not the word my parents used or my brothers. They called me stubborn. I like the word determined better. I can remember going to work with my dad when I was a kid. We might be working on a car or something maybe and a bolt that stuck and it won't come out. I said, "Wow dad, it won't come out." He said, "Oh it's going to come out, it didn't have a choice. It didn't have a brain, we have a brain, it has to come out." I was like, "Wow! It doesn't have a choice. Okay." When I look at learning how to sell I look at, get it, becoming good at business. ...Business is not going to be one of those things that's going to evade me. It doesn't have a choice. I have a brain, it doesn't have a brain, this is something I can learn, I'm going to learn. Steve Larsen: Where did you turn to? I think one of the things that people run into ... I've got this desire. I get a lot of people reach out to me asking thing actually. Steven, I want to go get this done. I really want to learn this funnel game. I really want to be wealthy. ...I really want to learn these pieces. There is so much noise. There's places all over. We could get distracted with the next book, the next CD, whatever, the next guru, the next thing. How did you figure out what to learn? Myron Golden: I didn't figure out what to learn. That's the reality of it. I literally learned everything I could from everywhere I could. We're talking about the 80s, there was no Internet. There was an Internet for the government but there was no Internet for the rest of us. There was no Internet, there was no YouTube, there was no Facebook, there were no webinars, there was none of that stuff. On the weekends, I would go to seminars, at least one seminar a month, I would go to one seminar a month. ...Every week they had trainings at our office. I went to all the trainings. I was bad at selling so guess what I did. Watch this. I was broke and I was bad at selling so guess what I did. I went to the library. Remember those things they used to have, the buildings with all the books in them? Steve Larsen: Yeah, I've heard of them. Myron Golden: I went to the library and I said, "okay, I'm going to find a book on selling." Guess what book I found. Tom Hopkins, "How To Master The Art Of Selling Anything". Steve Larsen: That sounds like the exact answer. Myron Golden: Exactly. I started reading that book. There are three things that I got from Tom Hopkins book in the forefront of my mind even to this very day. They were something that I put a lot of conscious effort into and now they've become subconscious parts of me. One, he had this thing called STP20. This is old school now. He said, "The key to success in sales see 20 people, STP, see 20 people belly to belly every day and you will be successful in sales. See 20 people. I said, "Okay. Well, I can see 20 people." Guess what. It all starts with seeing that first one. That's the first thing I got from Tom Hopkins, see 20 people. ...What would that translate into in Internet jargon? How about this? Generate 20 leads a day. Generate 20 leads a day that's 600 leads a month. 600 leads a month x 12 months, that's 7,200 lead a year. In two years, you've got 14,400 leads. Every lead on your list is worth at low end a dollar a month for you. You want to make $15,000 a month or $14,000 a month, generate 20 leads a day. It translates, it's just a little different. The second thing that I got from him was there's pain in change until the benefits of that change appear. Steve Larsen: Interesting. Myron Golden: There's pain in change. In other words, if I'm going to change from being who I am to being some ... from being the Myron who can't sell to being the Myron who can sell, it's going to be painful. Steve Larsen: What happens after you got- Myron Golden: It's always going to be painful until I get good at it. There's pain in change until the benefits of that change appear. Steve Larsen: I imagine that. Myron Golden: You're going to say what? Steve Larsen: I'm sorry, I was going to say what happened after you got that first $125.66 check. Myron Golden: It was like a floodgate opened. It was like, "Oh! I got this." Then I became the top salesperson in our office like month after month after month after month because I got one. ...A lot of people don't realize there are things that you can only learn about doing the thing by doing the thing. People want to learn how to do a webinar by watching Russell's perfect webinar. There are things you can learn from Russell's Perfect Webinar, no doubt, we all have, but there are things that you will only learn about doing a webinar by doing a webinar, which is why people ignore it. ...He says, Russell says, "Do your webinar 100 times before you turn it into an automated webinar." We want easy streak. Here's the problem, Steven, how I perceive the problem to be. People want to have wealth. People want to have things without doing the things that give them the right to have them. People are frustrated because they can't do a thing but they haven't become the person who can do them. Here's how God set it up in the beginning. Some people may not believe the Bible, that's okay, I'm going to say this anyway because I believe it since you're all listening to me. Steve Larsen: We're good. They know, me too. Myron Golden: Here's how God set it up. The very first thing that God ever said to a human being, to Adam and Eve in the Garden of Eden, the first thing he ever said to them, I call it the first command which came a thousand years before the Ten Commandments. Here's what he said, "Be, do, have." ...I'm going to give you the whole thing he said but I just want you to get the essence of it. Be, do have, here's what that means. That means, "Don't be can't do, don't do can't have." Some people say, "Where did God say Be, do, have?" I forgot "made man". Here's what he said, "Be fruitful and multiply." Fruitfulness is something that you've become. Be fruitful. He said, "Multiply". Multiply is not a be, it's a do. Be fruitful and do multiply. He didn't say "do multiply", just the multiple but the do is... Be fruitful, multiply, that's a do. Replenish the Earth, that's a do. Subdue the Earth, that's a do... Then, have dominion over the works of my hands. If you don't become fruitful, if you won't be fruitful, you can't do multiply, do subdue or do replenish. If you don't do subdue and multiply and replenish, you can't have dominion. Be, do, have, that's the formula. Stop trying to have success without doing things successful people do. Stop attempting to do things successful people do without becoming a successful person. If you will focus more on becoming the person you should be, everything else will fall into place. Anyway, that's my rant... Steve Larsen: I love the rant. I don't want to stop you. This is awesome. I think that's a ... there's a little phrase I've been saying. It's interesting people want to ... they want to enjoy progression but have a hard time enjoying the process of progression... There's this process that you have to go through. I remember when it clicked for me as well. It's fascinating that you said that. I was like, "Wait a second. The first taste of success suddenly all these ceilings got a lot higher and breaking. I was like, "Whoa! Look at everything we go do and create. Pretty amazing." One of the things that I ran home and taught my wife from your ... from Funnel Hacking Live, from what you taught was this whole concept of these four levels of money, oh my goodness. I went nuts when I saw that... I wrote down everything I could, I was writing as fast as you were talking and getting all these pieces together. Do you mind teaching that here? I've put it on the spot but that was life-changing. Myron Golden: I'm here already so whatever you want me to do, I'm all in. I talk about the fours levels of value. Here's what it boils down to. A lot of people would go through life whining about the fact that life isn't fair. Here's what I'm going to ... I've got a good word for all of you who are whining about the fact that life isn't fair. Get over it... Steve Larsen: Woohoo! Thanks for saying it, yes. Myron Golden: If life was fair, a chicken would have you sitting on its dining room table tonight for supper. Get over it. Life isn't fair. My dad taught me that one, I was in elementary school. Steve Larsen: Amen. Myron Golden: Hey Steven, how about this? Steve Larsen: Yeah. Myron Golden: I was born, this is so hard for you to wrap your mind around. I was born in a segregated hospital that was started by a civil war nurse because the black soldiers couldn't be treated by the white soldiers. Granted, I wasn't born during the Civil War. I was born almost a hundred years later. Here's what people say. "That's not fair." Get over it. The conditions of that hospital were so poor that I contracted polio. My parents moved all the way from Tampa, Florida to somewhere in Pennsylvania before I even got diagnosed to be treated. My left leg doesn't ... basically there's a placeholder. That's pretty funny, placeholder. Somebody will say, "Well, that's not fair." Get over it. Life is not supposed to be fair. Everybody has a different assignment... A lot of people will talk about, they'll scream from their ... but it's not fair, income inequality. We have to understand something. We have to understand that income inequality does not exist in a vacuum. Income inequality is the result of something. What produces income? The only thing that produces income is value. If there's income inequality, there has to be value creation inequality. Okay? If you desire to make more money, you don't make more money by whining about how unfair it is. ...Here's what you do. You go create so much value that the marketplace has no choice but to pay you because they want what you have so desperately. That's the foundation of the four levels of value. There are four levels of value. If you offer value at the lowest level, you will always make the least amount of money. If you offer value at the highest level, you'll always make the most amount of money. You don't make more money by working harder on a lower level of value. That's something that people really have a hard ... but I'm working really hard. I know but you're working really hard at something the marketplace doesn't value. Now they have the framework, here we go. Here are the four levels of value. By the way, the three lowest levels have one resource that we use on those levels. The top level has two resources that we use. Here are the four levels of value. Here we go. Steve Larsen: Please go take notes everybody. Oh my gosh, go get a piece a paper. Myron Golden: The lowest level of value is called implementation. Those are the people who do the thing. They mow the grass, they hammer the nail, they dig the hole, they drive the truck, they type the paper, they clean the room. These are the people who do that thing. They are implementers. That is not to imply, it's not to say nor is it to imply, that the work that the implementers do is not valuable. It's just to say that ... it's not to say that those people aren't valuable. Obviously, one person is not more valuable than another person. What it does say is the value that they deliver in the marketplace is not something that the marketplace values as highly as things they pay more money for. For instance, I travel a lot, Steven. I stay in a lot of hotel rooms. I think only maybe once in the thousands of times I've stayed in hotels, if I ever checked into the room and the room was dirty, I won't back down to the front desk and say, "This room is dirty. Clean the room." None of us are willing to stay in a dirty hotel room that the beds were all messed, there's not clean towels. None of us are going to do that. We would have to all agree that the housekeeping staff in the hotel are some of the most important staff in the hotel. You can't even run up the rooms if you don't have a housekeeping staff. The housekeeping staff makes the least amount of money of everybody who works at a hotel. Some may say it's not fair. It may or may not be fair, I don't know if it's fair or not, I just know that that's the way it is. The key to making more money is not to whine about the fact that you're a housekeeping staff and you're not making as much money. The key is stop being housekeeping staff and go do something else. That's the key... Implementation, if you offer value in the implementation level, the resource that you use to make money is your muscles. You make use of your muscles to make money. Because, I'm going to have to do this part quickly, because the essence of money is spiritual, in order to earn more money you have to operate on a higher spiritual plane. Physicality is the opposite of spirituality. If you're using your muscles, a physical resource to make something to create, to earn something that's essence is spiritual, then no wonder you're having a hard time making money. I'm going to go to the next level. The next to the lowest level is called unification. These are not the people who do the things, these are the people who manage the people who do the things. You keep the housekeeping staff or you keep the work crew from killing each other, from stealing from the company, and from messing up the company's reputation. You manage people... The unification level, you use your management skills to make money. You will make more money than people who operate on the implementation level. On the implementation level, you're going to make on the low end. You're going to make about minimum wage on the low end. On the high end, you might make $80,000 if you work on Bentleys or Rolls Royce. When I take my Bentley to the shop, they charge me $215 an hour. They have to apy that mechanic probably I would guess $100 an hour. If you're a mechanic working on Rolls Royces, or Bentleys or even Mercedes probably, you might make $60,000 to $80,000 a year as an implement. Why? Because those people value getting their car fixed at a higher level. The next level is unification. Unification you use your management skills to make money. On the low end, you might make $40,000 a year, if you're a manager at Taco Bell. On the high end, you might $250,000 a year if you're middle manager of Lockheed Martin. ...It all depends on where you're using your unification skills. That's the second from the bottom level of value. We're talking about the potential to make a high five figures or low six figures on the unification level. But the next level- Steve Larsen: Sorry, I love also that you said in Funnel Hacking Live, you said, "Unification, the lie those people believe." Myron Golden: People believe, okay. Steve Larsen: Yeah, so good. When you said that my brain went nuts, sorry man. Myron Golden: I don't have yet the PowerPoint in front so I'm glad you reminded me that day. The lie that keep a people stuck on the implementation level, the lie they believe is that the key to success is hard work. They work harder at something that's a lower level of value. They don't get ahead and they think life has dealt them a bad hand. ...The reality is they just signed up for the wrong program. The next level is unification and on the unification level, the lie they believe that keeps them stuck is the key to success is more education so people going back to school and get another degree. A degree on top of the degree. They get to master the Greek. They get the Master's Degree, they get Doctor's degree and they can't even earn as much per year as they pay for their education. Mindblowing... Steve Larsen: It is mindblowing. I went nuts when you said that. Myron Golden: I don't have a college degree. I don't have a college degree. Steven, as far as income is concerned, on multiple occasions I've made multiple six figures in an hour. It almost doesn't even sound real. I'm not ... it doesn't make me wonderful. I figured out which level of value to work on and I just work in those levels. I do a little bit of implementation on my business but very little. I do a little unification in my business but very little. I operate predominantly on the top two levels. The second to the highest level of value, by the way, is a higher spiritual plane. You're saying that managing people is a higher spiritual, on a higher spiritual plane, but just going out and digging a hole. It requires a higher, that's why it earns more money. The next to the highest level of value. This is the third level from the top, I mean the second level from the top is called communication. This is the second highest level of value. The reason communication earns more money is because language is spiritual. Everything about language is spiritual. The only creatures that have language are spiritual creatures. I don't mean like parrots. Parrots can say words but they don't have language. A parent can say the word concept but has no concept of the word, what the word concept means. When I talk about having language, I'm talking about as a means of communicating a message. Language is ... communication is the second highest level of value. We see all throughout our society people who operate on this level. You're going to earn on the low end $100,000 a year, on a higher level, you might earn a hundred million dollars a year as a communicator. I'm talking about singers, I'm talking about politicians, I'm talking about talk show hosts. I'm talking about talk show hosts, I'm talking about authors, speakers, coached, seminar speaker, salespeople. All of these people operate on the level of called communication. When I say communication, I'm not talking about words that come from your mouth into somebody else's ears. I'm not talking about a conversation for the head. I'm talking about a message that moves the masses. I'm talking about having conversations that create cash flow. People are really horrible at conversation to create cash flow... It's really interesting, Steven...When I think about why people struggle in their presenting like people who are in sales. They've got something for sale, they want to sell it on the internet or they create an add and the ad doesn't convert. ...I can almost guarantee you the number one reason ads don't convert and offers don't convert above all over things, the number one reason, sales, messages don't convert is because they were selfish. Steve Larsen: Interesting. Myron Golden: What I mean selfish is, you're talking to your potential customer about you. If they don't care about you, you either talk to them about your product, you're talking to him about your opportunity. You're talking to them about your website, you're talking to him about your invention. You're talking to about your stuff and they don't care about your stuff at all, they only care about them. Until you have like the greatest quality of a very high performing salesperson, the most important quality, in my opinion or a high performing sales person is a high level of empathy. You have to be able to feel what other people were feeling while they're feeling. Anyway, communication, messages that move the masses, conversations that create cash flow. ...Then the highest level of value. By the way, the use your management skills in the implementation level, use your muscles on the implementation level. You use your management skills on therapy unification level. On a communication level, you use your mouth. Then we get to the highest level of value which is, drum roll please, Imagination. ...Imagination is the highest level of value that exists in the world. These were the people who came up with the ideas. We were just at Funnel Hacking Live a few weeks ago. My drove on to that Disney property and I thought to myself, "My goodness! This man had an imagination like nobody's- just that one Disney property that we are all. Just that one hotel, that one conversation center that we were on. It was like a small town. Steve Larsen: Awesome. Myron Golden: Only somebody would say, "Really, really powerful imagination could come up with something that's great. Steven, I did this at Funnel Hacking Live. I don't know if you remember that part or not. I said, "I'm going to name a company and I want you to tell me the first person that comes to mind. Do you remember me doing this? Steve Larsen: Yeah. Myron Golden: Then I said, "I'm going to name a company. I'm going to name the company, if you're listening to the podcast right now, will you say the first person's name that comes to mind. Apple, and everybody said- Steve Larsen: Steve Jobs. Myron Golden: Steve Jobs. I say that's fascinating. Why does everybody say Steve Jobs? Steve Jobs didn't invent the first Apple computer, Steve Wozniak did. When people think of the Apple computer, they don't think of Steve Wozniak, they think of Steve Jobs. Why? Because Steve Wozniak was an implementer and Steve Jobs was an imagineer. Steve Wozniak knew how to make it, Steve Jobs knew what Steve Wozniak had made... I'm going to tell you something. When you learn to use your imagination, when I say use your imagination, the resource that you use at this level is your mind. When you learn to use your mind at a higher level, it's going to create for you opportunities the like of which nothing else can touch. ...Now, the other resource that you use the highest level of value is your money. You use your mind and your money on the imagination level. When I talk about using your mind, I'm going to do this really quickly. There are a couple of things that you have to ... there are a couple of mind skills that you must master if you're going to create wealth. ...The first one you have to master is you master learning. In order for you to master learning, you have to first learn what learning is, what learning is not, and then learn how to learn. Steve Larsen: This is so good. Again, it's so good. I wrote all this down too. I'm a big Myron Golden fanboy. Myron Golden: I'm a big Steven Larsen fan too. We already have that conversation so you know. Here's the reality. Most people don't know the purpose of learning, like the stuff .. like school. The purpose of school is not learning. The educational system is not designed for people who are ... In fact, I believe that the educational, really, is one of the biggest hindrance in learning because they teach you that the purpose of learning is knowing. The purpose of learning is not knowing. In fact, knowing is the enemy of learning. In fact, if somebody attempts to teach you something that you think already know, you'll stop listening because you all say to yourself, "I know that already." Knowing is the enemy of learning... The purpose of learning, first you got to learn what the purpose of learning is. I'm going to tell you the purpose of learning and then I'm going to tell you how to learn. Okay? The purpose of learning is not knowing but the purpose of learning is mastery. I'm not going to say, the purpose of learning is mastery... Then, we're done. Two many teachers use words without defining those world and leave people hanging. I'm not going to do that. I'm going to define Mastery. Mastery is the ability to execute effortlessly without the use of conscious resources. Let me say that again. Steve Larsen: Wow! Myron Golden: Mastery is the ability to execute effortlessly without the use of conscious resources. What do I mean by that? I mean you've mastered, I know there's at least one thing in your life you've mastered. You Amy have mastered several but I know there's one thing you've completely mastered, requires no conscious resources. It's called tying your shoe. You can tie your shoe, have a conversation, and be holding something under your arm all at the same time. Why? Because you're not using any of your random access memory to tie your shoes. Why? Tying your shoes is in the cache. For computer people, you understand exactly. Cache, CACHE. ...When you get to the point where doing a webinar is in your cache, it doesn't require conscious resources. When you get to the point that the one thing, the three secrets on the stack is in your cache, then you've mastered it. Most people are far too content with subpar, unmastered skill sets. That's why like people think, "I'm overwhelmed because this is too much for me." No, the reason you're overwhelmed is because you never learned how to learn. What you do is you learn about something and you think that's the same as learning. You take this things that you've learned about and you attempt to implement it while you attempt to learn about something else and then you stack one unlearn thing on top of another unlearn thing on top of another unlearn thing, so you're stacking lack of clarity, on top of lack of clarity, on top of lack of clarity, until finally you feel like you can't breathe. I'm overwhelmed. ...The reason you're overwhelmed is because you have mastered any of those steps. Here's what I know. When you master one component of the thing that you are doing, and you don't add anything else to that until you've mastered that thing, now you'd learn another thing and you master that, now you got two, components master's on top of each other. You can do a webinar without using a conscious resources. I have been selling, I don't want to sound like I'm patting myself on the back but I've been selling for so long, for me, selling doesn't require any conscious effort at all. I can totally sell unconsciously. I can stand on stage, I can do a presentation, I can close, I can sell without any conscious resources. I can do a webinar, I'd close without any- I can do a strategy session, close somebody on a $50,000 or $100,000 high ticket offer without any conscious resources. Why? Because I've done it so many times that I've mastered the skills. Most people are so impatient they won't become a person of mastery. They can't do things masterfully so they don't get to have what only masters have. Steve Larsen: Interesting. You should pat yourself on the back, that's quite a talent. You married the process, you didn't sidestep or look for a short cut or look for an easy way out. You do it. Myron Golden: I used to look for shortcuts. You know what I found out about shortcuts? They take too long. Steve Larsen: They're actually longer. Myron Golden: They're a huge waste of time. I'm going to tell you something. People who get out of their car, they ate a candy bar, they get out of the car. They said, we'll I'd get that candy wrapper later. Right? Steve Larsen: Right. Myron Golden: It takes more time to get it later than it does to take it now. People who leave messes everywhere they go, they think, well, I'll get to it later. Later they get to it and guess what? It's a big mess that they have to take all this time to cleanup. They could have really done it as a ... I'm a little Geeky and a little work but I already know that so I've accepted that. Steve Larsen: Join the club, I'm right with you, right at home. Myron Golden: If I'm making food, if I'm making ... I like fried eggs and I eat fried eggs maybe three or four times a month. If I make fried eggs and turkey bacon and toast and breakfast potatoes from some leftover potatoes or something, if I make that breakfast, I will not eat one morsel until I put away every condiment that I used to make those eggs. I put away the cooking oil, the salt, the pepper, the garlic powder, I quashed the pants that I cooked it in. I dried the pants, put them away ... you say, "Don't let your food get cold." It doesn't get cold because I'm putting stuff away as I'm using it. When I'm done, that's given the ability to save so much time. Wheat happens, the reason I'm talking about cooking it's because it's just what? How you do anything is how you do everything? If you are going to always get to it later, that's exactly how you live your business life and you think, "I'll master it later, I'll master it later I'll masters it later. What happens if, you have never network mastered. You end up being just a person who's average and ordinary and you wonder why you never get great . you never get the great results because you've never become the great person who does the great things. Master one thing at a time... The other resource you use at the highest level is your money. Let me talk about, can I talk about the other learning thing? I know I've been going ranting forever and ever. Steve Larsen: I'm loving it. This is great. I'm afraid I'll say something it'll take you out of your flow. I'm not saying anything. Myron Golden: The other thing that we have to learn to use our mind for after we learned to use our mind for learning, we have to learn to use our mind to harness our superpower. Every human being like whose of normal mental capacity has a superpower that if you don't learn to harness and use it for your own good and for the good of others, the machine, a cultural hypnotic societal mechanism also know as the matrix, the machine, the powers that be, whatever you want to call it. That thing is going to use your superpower against you. I'm going to tell, I believe that the biggest things holding people back in their lives is the very thing that could catapult them for, and that is their superpower. They've been programmed all their life to use their own superpower against themselves. I'm going to tell, now that I've talked the superpower, I'm going to tell you what it is. Are you ready? Steve Larsen: Yeah. Writing it down. Myron Golden: It's called expectations. Expectation is your greatest superpower. Here's the challenge though. Expectation manifests itself into mental manifestations and two, emotional manifestations. Mental manifestation number one is called faith. Mental manifestation number two is called doubt. The mental manifestation of faith and doubt are a big deal because ... but those are concepts. One of the things that I've learned and am learning is that people don't do the things they know how to do, people do therapy things they feel like doing. Most people don't know how to make themselves do you thing, feel like doing the things that are in their own best interest. What I just said right there, that's a gold mine. If you can learn to make yourself feel like doing the things that are in your own best interest, it will change your life for the rest of your life. For instance, people will say, "Steven, I've got a procrastination problem." I'm going to argue. People will say, "Steven, I've got a procrastination problem. I'm going to argue but I don't like to argue but I'm going to argue right now. There's not a single solitary human being on planet Earth that has a procrastination problem. That's a bold statement, right? Steve Larsen: Yeah it is. Myron Golden: The reason I say that is because I recognize procrastination for what it is. It is not a problem, it is a symptom of a problem. It's a symptom of the emotional effect of your superpower, expectation being used against you. I'm going to tell you what that is. It's called anxiety. Procrastination is always the result of anxiety. Notice I didn't say it sometimes a result of anxiety. I know I'm speaking in absolute and that's because I'm absolutely certain of... Steve Larsen: It's on purpose everyone. Myron Golden: Yes, I know. Oh no, but you don't understand. The reason I put off working out is because I don't have now. The reason you put off working out is because you have more anxiety about working out than you do about having a heart attack. Period. ...The expectation, the feeling that it manifest self in and our lives, that steals all of our dreams is anxiety. Anxiety is the thief of all your dreams. When expectation manifests itself as a positive feeling, that positive feeling is called Anticipation. One of the things that I teach people to do when I'm coaching them, and I'm helping them break through the thing that's holding them back. I teach them how to replace the anxious apprehension of the outcome the don't desire with a joyful anticipation of the outcome they do desire. That will always, without exception, like there are no exceptions where I'm talking about, that we'll always help a person to take the action they desire to take. We've been programmed to believe or doubt and doubt our beliefs. We have to reprogram ourselves to believe our beliefs and doubt our doubts. Steve Larsen: I love that because it seems like one of this was a thought that gets tossed around which I have a hard time with is, well, if you're not doing something in life it just means you haven't felt enough pain around it. ...I was like, "whoa! Instead if we flip that around and say, let's find the things that we are in ... and switch that, foot that into anticipation, that's so much more positive than let's go to a place of pain all the time to get something done. Myron Golden: Pain can sometimes cause people to move but that's because that now they finally have anxiety about the negative result about not taking action. That's all that is... One of the things that I am learning to do, notice I didn't say I've learned to do, I do it pretty well most of the time but I don't do it all the way, but it's something that I do remind when I catch myself not doing, I remind myself too. That is to never give any energy at all to outcomes that are undesirable to me. Most people give most of their energy to undesirable outcomes and then they wonder why they have all this junk in their life that they don't desire. Steve Larsen: Gave it attention. Myron Golden: That's right. Where attention goes, intention follows. Anyway, that's my rant on the highest level of value. If you learn to use your superpower of expectation, like you can make yourself believe anything is possible. The biggest sale that I ever made like one sell to one person Steven, the biggest sale I ever made was a $400,000 sale. Steve Larsen: Wow, Myron Golden: I made that sale to a guy I met that day I had never seen him before in my life. I met him that day. We talked, had lunch, we connected, we thought, "Okay, we'll do some business in the future." Then I thought to myself, "Why wait till the future? Why don't I just make him an offer now? I made him an offer for $400,000. In a big company, and they needed some help with their marketing, and I came up with an idea that could help a little marketing. This offer that I made them was an offer for $400,000 and it was $200,000 profit for me in my pocket. Steve Larsen: Wow. Myron Golden: I made the offer and I say, it's only $200,000 down and $200,000 in delivery. You know what he said to me when I made the offer? He said, "You'd do that for us?" As I thought to myself, "Just as sure as you write that check." Steve Larsen: Thought I was, should've gone higher. Myron Golden: Exactly. He picks up his phone he calls his accounting department. He says, "Bring me a check for $200,000". He says, "Do you want it made out to you? Do you want to make it out to your company?" Make it out to my company. Then i called my assistant, had her fax me a purchase order and we closed that deal on the spot. Steve Larsen: Wow, that's incredible. Myron Golden: That was because I didn't allow myself to talk myself out of making an offer just because I just met this guy today. I only gave him like a 15-minute presentation with no flip chart, no brochures, no nothing just told him what I could do for him. He's like, "I'll take that deal." My expectation was ... let me talk about that for a hot second. My expectation is that when I create an offer people will buy it. If I'm talking to you Steven, even though I expect you to buy it I am not attached to you buying it. I will do nothing whatsoever, I will not use any of my powers to convince you to buy it. But I will use all of my powers to persuade you to buy it. Just thought I threw that out there. Steve Larsen: Yeah, I'm just writing it. I'm just writing everything. Myron Golden: To clarify, for those of you who were saying, "Didn't he just say he's not going to use any of his powers?" And then he say he's going, I said, "I'm not going to use any of my powers to convince people to buy it. ...I'm going to use all of my powers to persuade them to buy it. Most people don't understand that there's a ... not only is there a difference between convincing and persuading. Convincing and persuading are exact opposites of each other. Steve Larsen: Interesting. I never thought of that before, that they're opposites. Myron Golden: When you convince somebody to do something you're attempting to get them to do something you desire them to do for your reasons. Steve Larsen: Interesting. Myron Golden: But when you persuade somebody you are helping them come to a conclusion that you've already come to for their own reasons. Steve Larsen: That's awesome. Myron Golden: I don't use any of my power whatsoever to convince anybody. I'll never try to talk to somebody into buying something from me. In fact, if somebody gives me a little resistance, like does anybody ever ask you like if you're closing, why should I buy this from you? People say that in sales, right Steven? Steve Larsen: Totally. Myron Golden: Ask me that question. Steve Larsen: I don't know if I should get this from you, Myron. Myron Golden: Then you probably shouldn't. Steve Larsen: I love it. I do something similar now, it's so nice. Myron Golden: If you don't instantly recognize that what I have can help you, you should not get it from me. In fact, you should go buy something from somebody else and see if it works and I hope it does. If you've got any doubt at all, I'm not your dude. Steve Larsen: Right. Myron Golden: By the way, that's not a ploy. I am so not ... I already know if somebody's going to buy it. I also know that it don't have to be you. I know that it would be a blessing in your life, in your family's life to have the privilege of working with me. I don't mean that in an arrogant way, I just mean I know what I'm doing. Steve Larsen: Right. Myron Golden: If you can't see that, then congratulations, you get to stay on the search a little while. What that does is that frees me from needing them to need me. I am a leader of people, I am not a needer of people. I will lead someone to buy but I will never need someone to buy. Steve Larsen: That's awesome. Those are like side ... what's the word? It's like a by product of staying in the game long enough to gain the confidence to have that expectation. Myron Golden: Absolutely. I know that somebody's going to buy this that's why I don't need it to be you. Maybe you've got somebody who's going to come along and change your life for the better and teach you how to create wealth and maybe you don't. I don't know. You are not my best chance. I don't say this to people but this is what I'm thinking when I'm a one on one selling situation. You are not my best chance at making a sale but I am your best chance of creating wealth. What are you going to do about it? Steve Larsen: That's great. It gives them a chance to flex their own agency. Myron Golden: Exactly. Now, they can't say, "because you talked me into", I didn't talk to you in anything, not me, I don't do that. That is not a game I participate in. Steve Larsen: I want to thank you for this. Before we jump out here, what would you say to people, I don't know, who are in the thick of it, they're still in the, they're still lashing through the learning curve. I've often learned that especially from listening to guys like you and my own experience, this little game is really a relationship with yourself, kind of a side story. It's just some kind of piece of advice as well you could give to someone who's in the thick of it. They're still learning to have that vision, that grand vision. Myron Golden: Yes. Here's what I would say. The struggle is not real, it's imagined. Steve Larsen: That just made the quote wall. Myron Golden: What do I mean by that? People say the struggle is real. The struggle is not real, the struggle is imagined. You could take the very thing that you're struggling with and turn it into a game and make it fun. To me, selling is like a game. It's like the whole business is like a game. If you're in the thick of it, learn the rules of the game, master the moves of the game, and become a winner of the game, and stop convincing yourself that it's hard. The things that's hard about business is becoming the person who can do the thing. Steve Larsen: Whether or not you are that person yet, that's fascinating. Whether or not you're the person yet. Myron Golden: If you're not that person, become that person and be cool with becoming. Be cool with all. The other thing that I didn't tell you that I learned from Tom Hopkins, the third thing I never told so it just brought me back to that. He said, "You got to learn to love no." Steve Larsen: I'm writing it down. Myron Golden: Learn to love no. Steve Larsen: That's true, learn to love no. Myron Golden: One of the things that I created in my training back in the days when I used to do a lot of one on one selling was a fast no is better than a slow yes and a hundred percent better than a forever maybe. Steve Larsen: That's so true. Myron Golden: Get people to get off the fence. The reason you're struggling is because you want to get off the fence on the yes side. You got to get over your need of needing them. You got to stop needing people to need you. You just got to go ahead with people and say, "Look, do it or don't do it, I don't care. This is where the train's going. ...Get on the train or miss the train. Be sure not to get run over by the train. Stay off the track." I don't want people to think I'm mean though because I'm a really nice guy. Business is like, you got to have a level of conviction if you're going to be a business owner. Pretend to believe the stuff, you got to believe it. Steve Larsen: My product's good, I guess. That's not true. That's not how it works. Myron Golden: Exactly. Steve Larsen: Absolutely. Myron, I appreciate it. This has been huge. You call your business Skillionnaire and clearly you are. Where can people go to follow you, to get your stuff, buy everything you have, which everybody should by the way. Myron Golden: You know what, can I start by giving people something free and the only place I have, the only place I have it is on a website that I put up for Funnel hacking Live. I've got a video on procrastination, on how to overcome procrastination and three videos on how the law of attraction really works, they're going to blow your mind. They're mindblowing. ...If you think you know something about it, it's nothing you've heard. If they will go myrongoldenconsulting.com/fhl2018. If they go there, they put their name and email just send, they'll get the three videos for free. Then, they'll get emails from me now and then. If they want to follow me on Facebook, I'm TheMyronGolden. I think I'm TheMyronGolden on Instagram too. I think it's the same time. Steve Larsen: I think you are, yeah. Myron Golden: It might be Myron Golden. If you want to follow me there, those are good places to go. If you want to get a free of my book just pay shipping, go to trashmantocashman.com. Those are a couple of places you can go. Start with the free stuff to see if you like me. You might just think you like because Steven like alley-oop me with all these fun questions. Go get the free stuff before you buy something. Make sure you really like me, you just don't think you like me. Steve Larsen: I'm a huge fan. Also it's myrongoldenconsulting.com/fhl2018. Awesome. Thank you so much Myron, appreciate it, this has been very, very helpful. Thanks for going a little longer than I think we talked right even to. Myron Golden: No worries. Steve Larsen: Fun to have you in flow. Myron Golden: It was fun, it was fun. Wow, we went for a long time did we? Steve Larsen: We did. I didn't even realize that actually. Myron Golden: I didn't either I was looking at my clock and I was, "Woo!" We got some videos to shoot today so that's good. All good, man. Steve Larsen: We appreciate it, thank you so much. Hey, thanks for listening. The most common question I get is Steve, will you look at my funnel? Of course. Whether you want me to coach you, give some handholding and guidance during your funnel build, or simply review the one you have, head over to coachmesteve.com and book your session now. Myron Golden: I got some pretty cool millionaire formulas that are pretty epic. Steve Larsen: Yeah. I'm actually very excited to hear more about them. I'm trying not to dive into what I want to say in the actual show because what you taught at Funnel Hacking Live was so good. Myron Golden: Really? Thank you. Steve Larsen: I ran home and taught my wife immediately. Myron Golden: Wow, that's awesome, that's awesome. I'm glad it was helpful for you, bro. Steve Larsen: Absolutely. Myron Golden: That's why we do what we do. Steve Larsen: Thank you, thank you. Myron Golden: I love your podcast too, by the way. Steve Larsen: Oh yeah, you listen? Myron Golden: Yeah, I do. Steve Larsen: That's awesome. Myron Golden: In fact, I need to leave you a review. You'll know it's me because it's going to start with Esteban. Yeah, I'm going to tell you, when I came to the Funnel Hackathon, you changed my life seriously. I'm not just saying that. I'm not a workaholic like a lot of people in the inner circle, at least I haven't been. I guess I am now that I signed up for this too comical act. I'm more chillionaire. I'm 57, I'll be 57 next month so I've worked hard for a very long time and I don't really need to make more money. You get to a certain point and more money is like it's totally nebulous. I like living my life. The reason I decided to become rich is so that I could have my time freedom so I could have two things, more time and then choose what I do with that time. I wasn't really a workaholic. When you talked about the funnels ... I was using ClickFunnels but I wasn't like Russ talks about, "All you want to do in your spare time is build funnels?" I could think of a lot of stuff I want to do in my spare time. Building a funnel ain't even on the list. When you taught about, you need three things. ...You need the big domino, the one thing, the three secrets and the stack. I'm like, "See, I like that. That's like boiled down." I like boiled down. I didn't get lost to the details when you did that. I said, "You know what? I can do that." I took Russell's Perfect Webinar script and I turned it into an outline and that's how I build all my stuff now. Steve Larsen: That's awesome. Myron Golden: Based on one thing, three secrets, stack. Bro, I can do that. Steve Larsen: Right. Myron Golden: Shoot. Man, you must got me confused with the other Myron Golden, I can do that. ...Anyway, that helped me tremendously because a lot of the details like are just ... they're just grueling for me because some because somewhat I already know and do intuitively because I've been doing this for a long time, and some of this just because, if I don't see where it's going, the details to me, if I can't see the big picture, the details to me don't matter. I can't process them. Steve Larsen: Yeah, I get lost. Myron Golden: You too? Steve Larsen: I get lost in them 100%. Myron Golden: If I feel like I'm teaching somebody something ... my gift is pastor teacher. I like to teach people like they're make and do better if they knew better. People could do better if they knew better. Steve Larsen: That's a good t-shirt right there. That's the next ClickFunnels t-shirt. I think that's one reason I've been so drawn to following is I'm learning that about myself. I feel alive, I feel aflow, I feel like I can help people most. For some reason, teaching on stage, it's my. Myron Golden: You already know I'm not a workaholic, I'm a chillionaire so I'm not a workaholic, but I love teaching. I breathe it. When I learn something I'm like, "This is so cool. Anybody should know this." Anyway, I don't mean to get all Myronesque on you. I didn't mean to go all soapbox [inaudible 01:04:29]. It is my nature. Steve Larsen: I love it. Myron Golden: The name of my company is Skillionnaire Enterprises, Inc. Steve Larsen: Yeah, I wrote that down when you said it at Funnel Hacking Live, I was like, "That's awesome." Myron Golden: Got to have the skills if you want to be a millionaire. Steve Larsen: Absolutely. I'm taking notes like crazy as you say stuff. Myron Golden: That's hilarious. Steve Larsen: I always do. I got a full, I got a lot on you from Funnel Hacking Live. Myron Golden: That's funny. I'm glad it was helpful, bro. You helped me. Teamwork makes the dream work. Steve Larsen: Absolutely. I'm all for that. Myron Golden: Me too. Steve Larsen: Awesome, I'll do my little intro here and we'll go ahead and we'll get started.

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

Click above to listen in iTunes... Do you KNOW the levers that are driving the offers in your industry? Hey, what's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio, in a hotel room. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. What's up guys? Oh, my voice just cracked. First of all, I have bronchitis, which is ridiculous. Never had that. It's a terrible feeling, and yesterday my wife and I were talking and she's like, "Are you excited to go speak?" And I was like, "I'm excited." And we realized that I needed to leave today instead of tomorrow, for an extra thing. It's Sunday, and I usually don't travel on Sundays, but I went and actually got on a plane, and I am actually in Las Vegas right now. I've got two speeches to write and I haven't written any of them. Two speeches to write with two other speeches besides those that are going to be unscripted. And I'm excited about that. I love the off-the-cuff ones because there's usually a lot of things that I learn while I'm talking, which is kind of weird, but anyway. I've been going for two weeks now on my own webinar, and things are going fantastic, and I've made almost half of my year's salary in the last two weeks, which is amazing, and things are going fantastic. And I don't say that to boast or whatever, but it's going really, really well. And I spent a ton of time mentally thinking about and crafting, and writing on whiteboards and pieces of paper all sorts of stuff that would help create and put together the sales message that would sell my product for my webinar. That took me a while. By comparison, I am using the same webinar style format in these next two speeches, which are back-to-back here in Vegas. I'm speaking at two different places. I'm speaking four times, literally one time each day for the next four days, and I haven't written any of the speeches. I haven't put anything together for them. And so on the flight over here, I was starting to freak out, and I was like holy crap! I've been coaching for a long time now with two comical people. This podcast ... I've spoken at many other places and many other times, both documented and undocumented. You know what I mean? Well, I'm stressed out about it a little bit. The amount of times I've done it now is certainly something for me to fall back on, but really, it truly is the webinar script. But in the past, I still would spend two or three days running through these scripts, and thinking through the actual ... the false beliefs of the individuals that are going to be there. The stories that will help break and rebuild their beliefs. What I can give them that will help apply now to their life the new way that they see the world. Things like that. Anyway, I'm excited, but holy crap, I literally have ... I have bronchitis. I'm taking a Z-Pak right now which is insane, and these cough suppressants that make me drowsy, and I'm supposed to think clearly in a way that lets me craft a sales message. This is the crap that you remember later on in the future, because it's not that fun right now. Oh, man. And I certainly wish that I was home, but I'm super thankful for this whole opportunity, and this is going to be awesome. I was just thinking through how it's so funny that in every opportunity there's always ... I say this on the webinar ... every opportunity that you're given, it's an opportunity, but you also take on a lot of problems. Not crippling problems, but they can be. They can become crippling problems... Every time you go off to pursue something ... let's say that you're going to go off and you're going to do some crazy speaking back-to-back in Vegas, or let's say you have the opportunity to go do a webinar, or let's say you have to go do ... whatever it is, whatever it is ... let's say you've got a funnel you're trying to put together. Opportunities, if you don't take them, they're handed off to other people. They don't leave you. Opportunities go to other people. They move on. They have this way of living and then they'll just go get manifested into someone else's life, and so you have to grab them and take onto them. But every time you do, there's the opportunity. But then there's also a whole bunch of like ... you don't just inherit an opportunity. You inherit problems. For example, it would be an opportunity ... let's say that you have an Olympian and the Olympian is going around ... or an Olympian to be, a wannabe Olympian, someone who is just starting out. Let's say, they want to go ... I don't know ... do an Olympic event, and they've been practicing this Olympic event for ... let's say it's a sprinter. I have mad respect for that, for especially sprinters. Man, those guys are nuts. That's so, so intense what those guys do. And they've been practicing and they've been practicing, and every opportunity comes a huge amount of problems with it. It's almost like you level up your problem set. And if you can't figure out the very basic problem of ... like the most junior league things of what I had to do with to run and sprint and learn how to do that stuff, you're not going to get to the next level. You're not getting to the next level after that. You won't go to the next level after that. And that's exactly how business works. This is how life works in general. Any time there's an opportunity, you do not just get an opportunity. You inherit problems with it, and you will not get the actual fruits of the opportunity unless you solve the problems also. You know what I mean? It's funny to me. I'll go out and I'll teach people or people like the Funnel Hackathon event which is happening next week. Just crazy. It's so intense right now. I'm speaking my face off right now, but I'm excited. It's going to be a whole lot of fun. It's always interesting for me to watch. There's always a few people ... I'll go and I'll say, okay, this is what you go do. Instead of just saying, "Oh my gosh. That's really cool. Thanks for sharing that Stephen." Every once in a while, I'll get somebody who wants to challenge it, as if I'm lying or have some motive to, which I don't know what that would be. And then they start pointing out ... instead of seeing the opportunity, they see the problems that they have to go solve, which is a good thing, but they see them in this crippling way, and then they actually never actually go get anything done, because they cannot get the past. They can't past the fact that they've got to go solve these different problems. And this is over and over and over and over. And it makes me sad selfishly. I hate when I coach someone like that, when they just continually see all the problems in front of their face. Yes, they'll have to solve them. Yes, they'll have to go through them. Yes, they'll have to figure them all out. But the saving grace of it is that they don't have to go through all the problems at once. They happen one by one by one by one. And if I was to sit here ... because I'm not going to lie ... I'm stressed out. I'm a little bit freaked out about what I have to get accomplished. I basically have to write two full webinars by Tuesday. Two completely full, completely different, totally different audiences. Two totally different webinars, the full script, everything, in two days. And then I got to present them back-to-back. That's intense, man. That's hard. But if I sit here and I think too long about it, it's stressful. It's crippling. It will paralyze me. Why? Because it's a character flaw I had to overcome. But if I sit back, let's start at square one. What are the false beliefs of the individuals there? Then I go through and I just listing a whole bunch of false beliefs and I start naming out what's the vehicle-related one, what's the internal-related one, what's the external-related one. Then I go through and I figure out what's the combating truth, the combating story. What's the headline to that, the actual things with the actual bonus. Then we start crafting out the external stack. Once that's done, the crux of the whole thing is there, and the rest of it gets really easy. Then we're getting into slide creation. But this part can take a while, and I'm trying to stay in my creative spot. I am tired. I'm on meds. I do not feel good right now. That's how the whole thing works, you guys. One of my favorite ... I can't remember who said it. I don't remember where it was said, but somewhere ... it's in my head somewhere that somebody said you can measure the success of an individual based on the number of problems that they have solved. You have got to fall in love with problem solving. If you're like, "Hey, I want to go be an entrepreneur," get ready to solve a new problem every day. That's what it is. And you go look at a guy like Russell Brunson, or you go look at a guy like Frank Kern, all these ... and you see how many problems that they've solved. Not just for themselves, for other people, and that directly equates to success. It will. It can't, it can't not eventually equate to success. When all these people are like ... I've been asked many times, Stephen, how should I start? What should I do? What are the things that I should get done? If you have no idea where to start, just go start solving problems that other people have and publish about it and document the journey along the way. That's literally what helped launch that webinar that I did. It's such a staggering amount, right out of the gates. It's killing it. It's doing amazing. You know what I mean? It's because I documented the journey of me ... I didn't even have all the problems figured out until literally I finished the webinar slides. The very first one ... two weeks ago. I finished two minutes before the webinar started. Two minutes before. There was 170 people registered for the thing. It's amazing what ended up happening. What I'm trying to convey here on this whole thing is that you got to understand that ... Russell always taught me that the formula, the format, that's the thing that saves you. If you're about to go on stage or you're writing a sales script or whatever it is, study formulas, study ... and I don't mean like math formulas. I never did that well with that stuff ever. But the perfect webinar is just a formula, and you start at square one. And if you're trying to get good at a funnel, you will still have to go through ... and you're like, "Stephen, I'm not doing the webinar, I'm doing a triple high funnel." Great, great, great. You still need to incorporate these kinds of things. This is sales in general. It's not just for webinars. It's for everything. Everything where persuasion is involved. Anyway, that's all I'm trying to share today is marry the formula of whatever profession you're trying to go for. If there's some opportunity out there you're trying to go for, understand that you're inheriting problems. But what's funny is that if you're just starting out, if there's other people who are farther along the path than you're trying to go down, there's a formula that they've mastered. Go figure out what that is. I don't care if it's a formula for going to bed early and getting up early. You know what I mean? I don't care if it's a formula for lifting or exercise or eating or whatever it is that you're trying to go do, someone else who is further down the path figured out a pattern. When you go model an individual to go and actually start learning from that person, what you're trying to do is you're trying to look for the model that they've been doing. You're trying to look for the pattern and I've been practicing this pattern of the perfect webinar script enough times now that I can show up two days before I need to be doing my thing and crank out two completely separate webinars. That's what I'm trying to say here. Marry the formula. Marry it. Figure out whatever it is. And if it's not the perfect webinar formula, I feel like, oh, I'm really into underwater basket weaving. Okay, then go find the biggest guru on underwater basket weaving and go learn from that individual and sit down and start figuring out, and marry the formula. You know that thing so well. Too many times I've noticed ... there was a guy I used to chat with a lot. He was one of my early, early, early mentors as a teenager, and he goes, "What are your goals, Stephen? What are your goals?" I think he was the first guy to really call me Steve... He kind of helped start that and stick that, because my parents always called me Stephen. Anyway, random. But he'd go, "What are your goals?" And I would sit there and I would think. "Do you have goals?" I'd say, "Yeah." And he'd go, "What are they?" And if I couldn't name them right off the batt, like numbers. Specific numbers. He would be like, "Oh, that's not a goal then, it's just a wish. That's not a goal. That's not your goal. Don't worry about that." And he would discount it really, really quickly. All he was doing, all he would be trying to do, is he was trying to tell me that I have to marry the goal. I have got to attach myself to it in a way that it is ingrained in my brain and I dream about it and I think about it, and I can't get away from it because it is a part of me. It becomes part of my being and my fiber, and I literally embody the goal. And it's the same thing with whatever the formula is. Whatever the formula is of the industry that you're trying to get into, 100%, you guys. You've got to get really ... and I feel like I'm saying the same thing over and over again now, and I probably am. But that's the point. Too many times I see people like, I'm building a triple high funnel. It's like, cool. What does it look like? And they'll have no idea... They know they need a triple high funnel, but they're not studying all the little pieces. They're not getting romantic about all the little pieces that it takes to put one together. It is a huge brain jog to get one awesome funnel off the ground. Don't plan on a billion funnels you're trying to get out this year. Just do one. Do one amazing one. Study the formula like crazy. There's a million other places I could go spend my time and my money and my energy creating other businesses, things like that right now. I have not moved on past this webinar funnel level. And that's the reason why. It's amazing. When I spend 24/7 of my time obsessing over a single funnel, it's amazing what happens from there. I know exactly why it's working. I know exactly why it's being successful. I know exactly the issues that it has. I understand very well where it is. But it takes that level of obsession. Don't let anybody tell you ... there's a person once that told me it's not healthy to be a mono-maniac. You got to have balance in life. That's crap. That's crap. Whoever put the whole façade out there about it's all about life balance, it's all about ... no. Whatever the formula is of the industry you're trying to go to, figure it out, marry it, obsess over it, become a mono-maniac over it. Become unreasonable about the goal. Become unreasonable about understanding the formula and that is here you'll rise above everyone else. Because I think to have life balance. I've got to have life balance the whole way. Okay, yeah, to some extent totally. But I've never met anyone who has ever been successful in anything who was a dabbler. You know what I mean? I've never met anyone. And it's the reason why ... in kind of a weird way, guys, I will sit there at night sometimes and I will think through the perfect webinar script. Random points of the day. And I'll sit down and I'll start thinking through, because I'm obsessed with the thing. I know it's the tool that has made millions and millions and millions of dollars in the industry. So why would I not study it like the back of my hand? Why would I not know it as well as anything else? That's what I'm trying to just put across here. And what's cool about it is as you study it and as you stop studying other stuff, and as you get really, really focused on just this one ... whatever the one thing is that you're trying to get really good at, and start having a not to-do list. There's plenty of things to put on a to-do list. You need to have a not to-do list. I will not do this, I will not do this. You need to get really good at saying no. Figure out the thing you're trying to go after. Figure out the formula that some other guru out there figured out, and get romantic about the thing, guys. Commit the whole thing to memory. Obsess over it. Become a mono-manic over it. Study like crazy. Execute, execute, execute. Execute with an expectation that you will fail your face off for quite some time. And what's cool, what starts to happen when you do that kind of stuff, when you actually come out the door, come out the gates with that kind of speed, it's ridiculous. You'll get good, but then you'll also be able to lean on it. When opportunities start coming to you like crazy, just like I am right now. It's 10:20 at night. I've got probably another hour in me. I'm super exhausted. I need to sleep. I don't feel good. But it's the fact that I have studied this formula and I have executed it so many times now. As much as Russell and other people? Of course not. But enough that I've developed a confidence with it, that I know I'll be able to stand up. I know I'll be able to close a good percent of the room. That comes with the practice. That comes with obsessively studying the patterns. Obsessively tearing after whatever the industries before ... whatever the gurus before in the industries have paved the path on already. I study that stuff so that I know that I've proven ... I'm following the same path they've proven it worked, and then I want to take it farther than they did. That requires that I know what they did. Anyway. Hopefully, this episode made sense. I've been going for 18 minutes now and I wasn't planning on doing that. But I hope that you understand that the format is what saves you in many aspects. Number one, it's what brings you the opportunity you were seeking. But number two, when opportunity starts coming to you and the market starts to see that you know what the heck you're talking about, it is the thing also that saves your butt, because you have put the time in. Like wrestlers call mat time. You just put that mat time in. Time, time on the mat. Practicing like crazy. Getting that mat time down. It's the same thing with funnels. Sometimes I don't need to build another funnel. I just start thinking through them. This morning, in my head, I invented a new funnel type and I was in the shower, and I was thinking through all these different cool things, and I was like, how cool it'd be if I did this, this, and this and combined these together. And when you know the formulas that well, you can start mixing and matching recipes from different things and toss them and mash them together. And that's all I'm trying to say. Too many times I've seen people come up and they're like I'm going to be a really good funnel building. Awesome. Have you literally been drinking all funnel-related stuff? Like no. Then change your expectations, because you're not going to be an amazing funnel builder. I am trying to be the best funnel builder in the world. Am I? I don't know. No. But I like to think I am and I'm on my way. And I'm trying to be. And I'm calling the shot. And I'm trying my best. The pursuit of that is what's led me to what has happened, and what has led me to hang out with the people I've been able to, and is what led me to be able to do those things. That's the funny thing about it. Have I actually gotten the thing that I set out to do? No. Be the best funnel building in the world? No. But the pursuit of it, the honest pursuit of it, and being able to document the journey on the way has allowed tons of doors to open. Don't be afraid to just do it. Don't be afraid to marry the formula. Don't be afraid to be a mono-maniac about it. Don't be afraid that other people are going to ... that's what's going to end up, you guys. You're learning so much stuff. You will gain a little exclusivity. I don't mean always in the positive way either. Entrepreneurship can be a lonely game because of that. You're literally the only ones that understand your thing. You know what I mean? Anyway, hopefully it made a sense. A little bit of a babble, but go figure out the formula. Cut out all other formulas. Don't worry about them. Whatever the one is that has proven to take you to the thing that you're really seeking the most. And for a while, I didn't know what that formula was. I didn't know what ... let me say it again. I didn't know what opportunity I wanted, but I knew which formula I liked the most, which is this webinar one, which is why I chose doing it. I didn't necessarily know which opportunity I wanted to go for, which business, which thing, which funnel, which this, which that. But I loved the way the perfect webinar script and everything else was laid out, which is why I chose that one. And I have essentially married the thing. That's why everything's happened how it's happened. Go figure out what that is. Cut out all other options. Act like they don't even exist, and hopefully this is a ... it's kind of a cool episode. Hopefully it's awesome. I'll send another message when I tell you guys ... I'll let you guys know how it goes, and hopefully I won't be dead at that time. I do not feel good. Okay, guys. Talk to you later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/free funnels to download your prebuilt sales funnel today.

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

Click above to listen in iTunes... I use funnels to sell AND manage… What's going on, everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best Internet sales funnels. And now, here's your host: Steve Larsen. Hey, guys. I can't believe that we are almost to episode 100. That's crazy. That's ridiculous. Seems like we just passed 80,000 downloads, and we're almost at 85,000 already, which is kind of crazy. Anyway, thanks to all you guys who are listeners out there. Hopefully, the holidays went well. I know that's the political way to say it, but whatever. I'm Christian, so I'll just say it: Merry Christmas!  Happy to have all of you guys here on the show. Really appreciate every one of you. Hopefully, whatever's goin gon for you right now, you're enjoying it. It is the day after Christmas, here. I'm not going to lie: after three days of vacation, Saturday, Sunday, and then Monday, technically, I have today off. What is it? It's 5:00. I have spent almost 10 hours building funnels today. Yes, for fun.  That's what I do. I had a hard time. Even yesterday, at the end of the day, I was like "I got to get back to work." You know what I mean? I don't know if that's a problem or an issue or whatever. There's snow all over the place, which is very fun. We had snow Christmas Eve, Christmas Day. It's snow all over the place. I grew up in Littleton, Colorado. Denver area. Kind of a suburb of Denver, right up against the mountains. The elevation's pretty high there. There's a lot of really high mountains and snows like crazy. There was one year that there was a five-foot snow storm. I always laugh. Here, in Boise, Idaho, where we live now, last year they called it Snowmageddon. "There's so much snow! It's Snowmageddon! Oh, my gosh!" There was, like, maybe six inches on the ground. It wasn't that much snow. I was laughing at how big of a deal everyone made it. But there's actually a good amount on the ground here. Anyway, growing up there was this golf course that we grew up on. We grew up on the back nine, on fairway 16. It was a public golf course. Not super fancy schmancy or anything like that. It was kind of fun, though, because every time it snowed super, super hard, even just a foot or two, which is pretty frequent in the winter, we would jump the fence. Yes, I know. I'm confessing right here on the podcast. We would jump the fence, though. We would go out onto the fairway of the golf course. Obviously, there's no golfers out or anything, so it was this massive snow playground. We would build these huge snow forts. We'd build two of them. The other one would be 20 paces away from the other one. What we'd do is we would go grab bottle rockets and roman candles, and all sorts of fireworks and paraphernalia, and we would load up two different teams and we'd shoot back and forth at each other, between the two snow forts. We had very minimal injuries, doing this, but it was a lot of fun. Every time I see snow, in any kind of accumulation, I always remember that experience for some reason. A whole bunch of others as well, but, specifically, that one. Anyway, hopefully, it's been good. Hopefully, you had time to spend time with family, and you remember the reason you got into this business in the first place. "Steve, what have you been building today?" Funny you should ask. I've been building a lot of management funnels. You're like, "What? Oh, my gosh! Steven, what is this? Holy crap!" (laughs) Anytime that there's a process, internally, that I have to do over and over and over and over again, that drives me crazy. I'm not an efficiency snob, but I do love variety enough that I hate doing the same thing over and over and over again. I will go automate it. I will go automate as much of it as I can. I'll go automate every piece, every little nook and cranny, as much as possible, so that there is enough variety in my own business life. It's almost a move, for me, of self-preservation. Funny enough. Some people are like, "You're efficiency snob!" Not really. It's kind of a mess, where I am right now. I've got parts of guns around me, as I've been toying around, tweaking some stuff with some guns. I've got packages, things I got to finish shipping. I'm not necessarily a neat freak. I'm not necessarily an efficiency snob. It's the other way around. I love variety so much that, if I have to do the same task over and over and over again... Whether you are an efficiency snob, or whether or not you're like me and you crave variety constantly, whatever it is, you can use funnels not just for sales, but for the actual automation of things. What I've been doing... I do this a lot. I've done this a lot. Who's that I was talking to? I think it was Miles! Miles Clifford! Shout out to you buddy! A few days ago he was asking, "Is Zapier the tool that seems to be really underutilized? That really opens up the rest of ClickFunnels?" I said, "Yes! Absolutely!" If you've never used Zapier, especially when it comes to the management funnels and the management funnel topic. Zapier is like the ring from Lord of the Rings. It's the ring of power. That's how I look at it because I'm not a coder! I have no idea how to code. What I will do a lot of times is, automatically, anytime anyone buys, or anytime anyone becomes a lead, I will pass that data on to Google Sheets. Whether it's a VA, and I don't want to give them access to my ClickFunnels account, or whether it's somebody... I will go and I will automate those different things, so that, A, no one else has access to my ClickFunnels account, then, B, everything's automated. Steve Larsen: I can say, "Anytime a contact hits this sheet, go ahead and follow up with them about X, Y, and Z, and do the one, two, and three. That's exactly what I've been doing. I've wanted to build this for a while. I've wanted to build this for quite a while. I don't like automating stuff right off the bat, when there's no need. You know what I mean? I like to look where the biggest pain point is. I started looking at all these different articles of when to automate, when to do X, Y, and Z. Stuff like that. And, quite honestly, people get really intense with it, which is great. It's not exactly my huge thing. But I love management funnels. That's why I call them. These are like internal processes. A lot of people don't know that, before I worked for ClickFunnels, my job was to go around and to create internal processes so that the company could run better, rather it was shipping or automating tasks to support agents. All these internal processes. That's what I was doing. Very heavily, very strongly. I was very good with Infusionsoft, plus ClickFunnel's integrations. The integration back and forth between them. That's what I was doing. There's a side of me that loves setting up that structure. I don't like to run it. It's not my personality to run it, but I love setting it up. So I've been doing that same kind of stuff to my own business. What I've been doing is thinking through "What are the pain points? What are the things that I've wanted to go fix and get done?" This is something that I've wanted to do for quite some time. That is to automate, or far better manage, the interview process that I have. Episodes 60 and 61 of this podcast go through and talk about how I podcast. All the systems I use, all the little things that I put together. I've got my own systems for this. After 100 episodes I've got a pattern, and it's on purpose. A lot of the stuff is things I'm going to do when I do an episode of my own. But what if I want to go interview somebody else? What if somebody wants to interview me? It is literally handled different every single time that happens, that scenario, and it's driving me crazy. I have a huge list of people that I want to interview. There's a huge list of people that are trying to get me interviewed on their show or their YouTube thing or their Facebook. Whatever it is. I'm flattered by it. It's awesome. I would love to do it, of course. But every single individual situation is being handled differently right now. So I thought, "There's got to be a better way to do this." What I did is I came up with... It's a blend between an opt-in funnel meets application funnel meets Zapier. I found out some cool ways to not have to use things like Wufoo or Typeform or anything like that. I just use the generic input form straight off of ClickFunnels. I do some cool things with them, so that's all I use now. Oh, my gosh, you guys. This is way too technical of a podcast already. I can feel it. I can feel it. We're craving a story here. We need some story, here, wrapped in this. Otherwise, people are going to start drawing out, here, and I get it. I feel it. You probably are too. What I'm trying to do is I'm trying to help you realize there's five steps that I use to automate internal processes. They're very simple. A lot of them are "no-duhs." Like, "Duh. Why would I not do that?" But, honestly, if you can do this, it saves you so much time! It is ridiculous how much it saved me. When we launched the 2 Comma Club coaching program, the Funnel Hackathon event... It's an event for three days. Russel and I go on stage. Him for a while, me for a while, both of us side-by-side for a while. It's a lot of fun. I really enjoy it. But there was tons of these little, internal processes that the ClickFunnel support team was having to handle, just off these one-offs. Someone would come in. He was, "It's driving me nuts." So I came in, added these cool little, internal processes that made support talk better with the [inaudible 00:10:26], which made it talk better with me, and it's all automated. Obviously, if you don't have a business yet, this is not going to matter. If you do have a brand new business, I wouldn't worry about this stuff, either. The moment when it's best to start thinking about internal management, funnels or internal management processes, whatever you want to call them... They're not sales funnel. To increase efficiency, is really after you've been in business a while. Not a while, but enough time to see where the pain points are. I'm a huge advocate of Tim Ferriss, in The 4-Hour Workweek, when he said that you should be the support agent for the first... He even recommends a month. So you take note of all the support that comes in, all of your answers back, because now you know exactly what to do when you go hire somebody else. You can hand them this sheet of all the different pieces that you get asked about most frequently. All the pre-canned responses that you've handed out. And you are literally duplicating your position. That's the time when you start figuring out internal processes and management funnels and things like that. Not for a while, though. I always kind of laugh when someone's like, "It's a brand new funnel. Then we're going to automate this and automate this and automate this and automate this." I'm like, "Oh, my gosh. That's so many things. That's so many pieces that, if something was to break, you may not know what's actually broken because there's too much automation." I'm not an automation fanatic, but I am definitely a practicality fanatic. I do not want to marry certain aspects of the business. Does that make sense? I'm not a good support person, as an individual, but I'm great at setting up the processes. I'm great at training another person. I'm great at putting those kind of people to replicate me. To replicate the processes. To keep doing over and over and over again. That's all I'm trying to say: take a step back. For me, personally, it's really one of two things: is there a ton of repetition, and I can automate it? And number two, is there just a huge pain point that I hate doing anyway? What I do is I take a step back and start looking at those things. I start saying, "Okay. How do I duplicate me? How do I free up my time?" I step back and that's literally what I do. That's the question that I ask. The answer to that question, this time, was "Your interview funnels, Steven. Interview funnels, interview funnels." Or interview applications, or whatever you want to call them. They're not necessarily funnels. They kind of are. They're mostly just internal processes. I guess, the way I'm using them, they're still kind of funnels, though. It's leading to this specific place, so that makes sense. In the past, someone would say, "Hey. Can I interview you, Stephen?" I'd be like, "Sure." It's literally the same questions that they're typically asking. It's usually the same questions that I'm typically asking. With both, I'm sure, giving the same kind of answers, and it's driving me nuts. So what I did is automated the whole thing. Like I was saying before, step number one is I look for wherever the repetition of the pain point is. Or, if there needs to be more automated communication in general. Number two, I don't care how many funnels you've ever built. Please know that Russel and I both draw the funnel before we build it. Every time. I don't care how many times I build... When I have not followed that rule, I'm usually more lost, number one. Number two, it takes me way longer to build it. I don't know why. I don't get it. Sometime about me putting it out on paper, and drawing it, helps me work out in my head all the kinks. It literally helps create the map of each page, what each page is going to look like, as I draw it. Literally, they're boxes. I'm drawing boxes with very high-level detail, with little squiggly lines back and forth, piece to piece, side to side. Does that make sense? I'm just drawing a high-level, 30,000 foot view funnel. Anytime I skip that... I don't know what it is. It really slows it down. Anyways, step number one, find the repetition/pain point. Step number two, draw the funnel. You've got to draw the funnel. I had to go buy another whiteboard. It's a free-standing one in the middle of the room, with two sides on it, which is kind of nice. It's chock-full of four different funnels that I built. I built three funnels today. The four was kind of inter-working with the other three. These three funnels that I built today, I drew it out. Then I go build it. I usually will work off of the design of the main funnel that I've been building off of. Step number one, like I said, repetition. Step number two, draw. Step number three is building it. Number four is test it like crazy. Number five is really key: I release it slowly. I phase it in. That's not always true, but most of the time it is. Going in and automating something that... I know you've tested it. It's actually more important to phase it in if you're working with other people. If you're still a solopreneur, it doesn't matter as much. At the end of this, at the end of today, when I stopped building all three of these funnels, what I did is I turned back around and I created a seven minute video, with just my phone, talking to an assistant that I have. She's amazing. She's going to be the one who's managing all this. She knew it was coming up. I walked her through the entire process so she knows how it works. Then, I showed her the two things she has to worry about. That's it. Now she knows how to do it all. So when someone wants to interview me, they fill out the little form so I know what it's about. I know when they want to do it. I know the topics they want me to deliver, if there's a value bomb they want me to drop. Does that make sense? I know what those things are. They give me the Skype ID. Facebook ID. Stuff like that. And it's all automated. Shoots that data over to a Google Sheet, then automatically notifies the assistant, so that they can go in and check it out. Vet the person. (laughs) They go through and check out the person. Then, there's Calendly link that's totally set up so that she just drops it over once the person's vetted. That's the only manual part. The rest of it takes care of itself. We get hooked up whenever the interview happens. Does that make sense? I went through and I pre-selected the times that I want to be available for interviews or interviewing. That's pretty much it. SI have two podcasts. This is one of them, obviously. I have a second one. The third category, I did, is off of stevejlarsen.com. They're very similar, but there are very subtle tweaks between all of three of them that I built. The first one is for stevejlarsen.com. That's if someone wants to interview me. I get that request like crazy. I know there's some podcasting agencies out there, and they keep trying to put tons of people on their podcast. I'm very protective of you as an audience. (laughs) I don't want just anyone coming in. I'm fine if people want to interview me. If they want to interview me over different places, yeah. That's great. That's awesome. I just want a process. I want something in place that I can send people to. So stevejlarsen.com, what I did is I added... You can check it out if you want. Or, if you are asking to interview me, that's fine too. But, stevejlarsen.com, up at the top it says "Interview Me." You click Interview Me at the top, and, basically, what I did... This is super clever. (laughs) I created a whole bunch of show/hide elements. Show/hide rows. So it looks like you're going from one page to the other, and you're not. It's actually one page, where things are getting swapped in and out. At the very last button, the whole form, all the forms, submit at once. It's pretty cool. Then that data gets sent over to Google Sheet, notifies the person, sends over the confirmation email, saying "Hey. We got you." On the "thank you" page, I took the concept of an "offer wall." I put it there on the thank you page. It says, "Hey, look. You want to come check out the talent directory? Do you want to put your talents in one of my podcasts?" It pushes itself, anyway. It's pretty cool. It pushes all over the place. Really awesome stuff. Three different places so that the loop doesn't close in the head. That's all I'm trying to say: the loop doesn't close. On the last page, it is not a dead end. I push them to other places. If a person is in momentum, I want to keep them in momentum. I give them three other places they can go that are literally the beginnings of three other funnels. That's it. Does that make sense? This a lot more technical babble styled stuff. I'm sorry if this is boring. I'm sorry if this is not as interesting. I usually try and tell more stories on this podcast. I just wanted you to know what I pulled off because it's really, really awesome. (laughs) It's pretty cool. That was the first one. The second one is for Sales Funnel Radio. The first one is if someone wants to interview me, but if someone goes to salesfunnelradio.com... I need to redo that entire thing. But if they go to salesfunnelradio.com, up at the top it says "Get Interviewed." Those are for the people who are trying to get on the podcast, to get interviewed. I am very protective. I vet those people very, very heavily. So there's an application process. It's kind of an application funnel, kind of. Kind of a blend of them. But, on that first page there, they go fill out somewhat of an application process. On the second page, it says "Hey, look. Here's the plan. The VAs"... My assistant. Not really VA. Kind of VA, kind of. "Goes through and vets it out. We talk about it. We look through the content. We look at the kinds of things you want to pull on there and talk about and stuff. I do believe heavily in interviews. Then, we send out a specific Calendly for that, with specific times that I'd love to be able to do those kinds of interviews. That's it! I did the same thing for my second podcast show. Does that make sense? I did this because I know that you guys... There's so many rock stars out there. I am not trying to be the guy who puts his own voice, only, on here. You know what I mean? (laughs) How should I say this? How should I say this? I put this episode out a while ago. It said "publishing get haters," which is good. If you don't, something's wrong. (laughs) I always laugh at the people who take the time to complain to me that I'm publishing. If that's your thing, stop listening. Okay. I'm going to move on. Moving on! I want to be able to get other people on the show. I want to be able to get other people onto... I love that. And I know that you guys love that. It's list hacking, for me. It's value adding, for me and you. It helps show other awesome people in the industry and what they do in their talents. I want to interview people. I love interviewing people. There's so many who are asking to, though, that I needed a process. I did that for both podcast shows that I have. Then, I also... (laughs) There's about to be a third podcast show. Oh, man.  I'm a gluttony for punishment, I guess. It takes, like, an hour per episode. Just so you guys know. To be able to put these out. Then, I also wanted to give people a way if they want to interview me, which I also love and I'm far more lenient on getting on anyone's. stevejlarsen.com. There's a lot that's going to change with stevejlaren.com, coming up soon, also. I'm kind of talking in circles now, but that's pretty much it. Management style funnels: you can use them for tons of things. Here's another example of one: when somebody bought Secrets Master Class. When we were selling it a little more a la carte. It's not so much that way anymore. When somebody bought it, as part of the offer, we were shipping out to them a physical thing. A book. A physical book. Think about this for every one of your offers. When somebody buys one of your offers, is there something physical that's getting shipped out? What I did is I thought how cool would it be if, number one, let's send that data again, over to Google Sheets. But, number two, there was a lot that happened ....I can remember... Guys, learn Zapier. It's not hard. There's tons of tutorials. If not, you could probably figure it out on your own, anyway. It's pretty self-explanatory. It's a whole bunch of "if this, than that" statements. That's it. What I did, though, is I automated a Trello card, being created with the customers address, all the data that a fulfillment person needed. It created a Trello card automatically for a specific individual, and pinged them and gave them a notification, so that they knew to go ship the specific thing. It was very specific. It was super, super cool. Calendly, you can automate stuff to slack... There's so much stuff, and I feel like a lot of people miss the boat on it. Yes, ClickFunnels is amazing, but we know it is not necessarily for a CRM. It's not necessarily for management-style stuff. You can do it. You can build it like that. I do it a lot. But it pretty much always does require a small Zapier integration, which is not hard to pull off. And, if you do have to pay for it, is extremely cheap. If anything, you can just use the free plan for a while, anyway. This is not a Zapier promo. I just wanted to tell you guys more about that. Guys, the thing is that I want all my time, all my attention, all my focus, all of my brain power and mental shelf space, focused on selling. That's it. If there is something in my business that I am doing over and over and over again, I'm doing myself and my customers a disservice. It's the reason I set these things up. I don't do it immediately because I'm not sure what the pain points are yet, but they come quickly, and I am able to see pretty quickly. They'll start to pop out of the woodwork, and I'll go: "Oh, my gosh. I have to automate X, Y, and Z. One, two, and three. Let's go through and let's create that." I follow the same steps. Number one, where's the repetition/pain point? Number two, draw it in depth! Explain it to somebody else. It will make the build, which is step number three, so much faster. Then, step number four, test it like crazy. Go through and fill the form out. Put it in test mode or whatever it is. Do whatever. Fill out. Then, run through a few test runs with your own VA or assistant or someone on your team... What it is, and start to phase it into your processes. Pretty soon you can step back and let go and, maybe, check it again in a month. Everything should fire pretty correctly. I never had too many issues with Zapier, to be honest. They're awesome. (laughs) That's pretty much it, though. It is with the intent that I can continue to sell, and focus on selling and create offers, that I made these three funnels today. That's pretty much it, guys. Go back, figure out what it is that you need to automate. Whatever your pain points are. If your time and your attention has not been on selling, ask yourself what it has been on. Then, ask yourself how you can get back to that. It's the only thing that matters, especially from the zero to seven-figure range. It's the only thing that matters. Don't worry about your desks. Don't worry about renting an office. Don't worry about your freaking logos. Only thing that matters is selling! That's all. That's it. You don't even have to have the product done. Anyway, getting ahead of myself, and getting on to another topic, so better end this one. All right, guys. I'll talk to you later. Merry Christmas. 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.  

Click above to listen in iTunes... I'm A Huge Fan of Learning From Those WhoAre DOING, Rather Than Just Talking.... What's going on, everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best Internet sales funnels. And now, here's your host, Steve Larsen. How are you guys doing? Hope everyone's doing great. It is barely 5:00 AM here. I set the alarm for 4:00 AM, but I slept in a little bit. Anyway, it's a Saturday, though, and a lot of you guys will be like, "What the heck are you doing up so early, Steven?" Well, number one, my brain works too fast. Sometimes I can't sleep, so I just get up. Number two, the real reason is because today, I'm not sure totally if I'm supposed to talk about this, but I'm actually really, really excited. Today, what's going to happen is one of my buddies ... You guys all know him. I actually interviewed him probably several dozen episodes ago. His name's James Smiley. He's the man. James Smiley was kind enough to send his own videographer, who's totally awesome, up to Boise, and today, Saturday, we are spending the entire day filming Gary V. styled videos, which is kind of cool. I'm getting up early so I can lift, honestly, and so that I can start prepping the different storylines. They want to film at least 12 different storylines, 12 different videos, that they can turn into those fast-paced, cool, Gary V. styled little snippets, those little vignettes that he puts out all the time on Instagram. Quite honestly, I don't really get on Instagram too much, but I am excited to get my own series of videos filmed like that. It's kind of cool. It's very exciting. I'm going through my podcast, and guess what I'm doing? I'm hacking my own self. Which means I'm going through my podcast, looking at all the stats, seeing which ones resonated with people the most. Those are the ones that will be turned into awesome videos. Just so you know, that's the process. They're like, "What's 12 cool things you could talk about?" I think everything that I put out is cool, and that's why I talked about it, but what did everyone else think was cool? So let's go look at the stats. Let's look at what people liked and shared and things like that. So I'm going through my show. I use a software called Libsyn, which I talked about in episode 1661, if you want to learn more about how I podcast. I'm going through all the stats, and I'm looking at basically seeing which 12 are the coolest ones. Then, I've got a whole bunch of thoughts on my own that I'll have to go add, as well. I'm excited, though. I'm supposed to bring a whole bunch of different changes of clothes as we continue to move around Boise to different locations that are undisclosed. I have no idea where we're going today. I have no idea, really, what we're doing. I'm just pumped. I'm excited about it. I'm extremely honored to be able to do it. It's going to be fun. It'll be cool. I'm just kind of swinging with it, honestly. To have 12 different videos and stuff like that ... The thing that I have a hard time with is I am so anti ... Not professionalism. There's certainly an awesome thing that comes with trying to be professional. It's when it makes you put so much starch in your shirt that you can't be your own personality. You know what I mean? Like I'm trying to wake up right now. I'm not going to lie. I probably should not have started podcasting. I don't want to come across in these videos in a way that it's like, "Hey, Steven is getting pre-framed and pitched and framed as if he's this pro guy." I don't look at myself like that. I don't look at myself like that. I don't look at myself as this ... I don't know. It's weird. I feel like drinking your own Kool-Aid can really kill you. You know what I mean? It's something that I've seen many times, especially with where my job has been over the last two years, sitting next to Russell Brunson. It's something that we'll see, not from him, ever, but we'll see other people in different communities and things like that start to drink their own Kool-Aid. The moment you start doing that, you start to try to distance yourself from your own audience. When you start to distance yourself from your own audience, guess what happens? They leave you. Why would I try and act like I'm someone I'm not? Anyway, that's actually my biggest fear with this. I'm excited. It'll be awesome. Hey, the whole purpose of this podcast today, though, is something interesting that was brought up. I was at ClickFunnels' HQ. I don't think anyone really touches the ground there. Everyone just kind of floats and glides around. I can't remember what I was doing. I think I was grabbing a drink from the conference room or something like that or the event room. I was walking back in, and Russell was talking to someone else, too, and he and I ended up walking at the same time back to his office. He goes, "Everyone needs to be more like Steven." I was like, "What are you talking about?" He goes, "You follow ... " What did he say? You follow the biggest pile of cash rule, biggest pile of gold rule. I was like, "What's that, man?" He goes, "It's the biggest pile of gold rule. Whoever has the biggest pile of cash, that's the person you go and follow." I was like, "That's kind of interesting." He was like, "Everyone should be more like that." He's like, "That's super cool that you're ... " He's like, "You're naturally like that, man." It felt a little bit from left field, the comment did, but he must have been talking about it from somebody else. What I did is I went online and ... You guys got to understand that when I met my wife, i was 6% body fat. I was working out at least once a day, a lot of times twice a did. I did a couple three days. It was all self-driven. I really like it. I'm very aggressive as an individual physically. I like to push my body. As I have been married and in school and college and the pressures of everything, I'm not going to lie, I gained a little weight. I want to change that. About six weeks ago, I got on YouTube with the intent of finding a buff dude that I could hire. What I did is I went on YouTube and literally found the most shredded guy I could, the guy who has to walk sideways through doors. You know what I mean? I wanted to find the guy that could kill me in a single flex. Not punch, flex. So I went and I found this guy. He's massive. He won all these fitness competitions. I just messaged him totally out of the blue. I didn't know if he did any coaching at all. I was like, "Hey, man, I really want to get ripped. How can I hire you?" I was like, "I've been disciplined to do it before on my own. I want help with the meal plan. I'd like help with the X, Y, and Z. The lifting part is easy. I want help with the meal plan. Please help me with that." He was like, "Sure, man, sounds good." He's been working with me for the last six weeks. I have no idea where he lives. It's all been remote. I am not, by any means, shredded yet, but my whole goal is to be more buff looking than Russell is by Funnel Hacking Live. So a lot of the office right now is in this competition, trying to get swol. Swol patrol, baby, woo! Anyway, Russell, he was laughing. He was like, "You follow the biggest cash rule. This dude's ripped, so that's why you hired him. You came here, you learned marketing. Biggest pile of cash rule. You follow that all the time. I wish that more people learned that." I was like, that's interesting. I was thinking through just my life. Kind of subconsciously, that's kind of how I've done it for a long time. I explicitly did door-to-door sales because I knew it would be one of the most emotionally challenging sales environments that I could conjure up. That's why I did door-to-door sales. Honestly, I did door-to-door sales voluntarily, knowing that it was going to suck. That's why. I did it for two summers. Then, after that, I guess I didn't get enough of it. I went and did telemarketing, because I knew that I hated talking on the phone. I knew that I would learn how to sell. Those are the reasons why I did it, so that I could get better and put myself in an uncomfortable scenario. Fascinating. I took two or three minutes just to think through the list. I was like, that was kind of like a biggest pile of cash rule. Then, I went to the next one, the next one, the next one. I was trying to speak at different events and things like that, years ago. A lot of you guys may not know this, but I sang for a long time, since fourth grade. I had a lead role in several musicals. I was in the top choirs. I sang in a band. I played drums for, like, six years. What was funny is that when I was doing singing, at first, I was so shy that no one could ever hear me, so I just kept practicing, practicing, practicing until finally ... I mean, I got a lot better. I put myself in really challenging scenarios on purpose. You know what I mean? Stage scenarios. What's funny is how much I'm on stage now, and I had no idea those two should coincide. Army. I legitimately went into the Army because I wanted to get my butt kicked. I didn't need to go into the ... There were other ways, okay? I wanted to do it because I wanted to go into those extreme stressful environments where it's physically demanding, where it's all you can do to just keep it together. You know what I mean? I wanted that, which was so funny. It sounds like a problem, but when Russell pointed it out just a few weeks ago, I was like, huh, maybe he's right. Is this a problem? You know what I mean? He's like, "Think about that. You came to learn marketing here. The buff guy, you went and you hired that guy." I'm leaving my job, not because I have a bigger pile of cash than Russell. Please never think that. I think that everyone already knows that. That goes without saying, probably. Because I think that there's things I need to learn that a job can't teach me. You know what I mean? There's some stress that comes with it. Good stress. I'm not freaking out or anything. I'm actually really, really pumped. It'll be awesome. All I wanted to do is I wanted to help you understand the biggest pile of cash rule, as coined and termed by Mr. Russell Brunson himself. Trademarked, register mark. Put a huge thing of disclaimers in right there. Honestly, I don't know where it stems back from, but definitely early on in my childhood, some things that I started doing ... I think, honestly, in my early teens or mid-teens. I don't know what clicked or what it was, but I kind of liked putting myself in stressful environments on purpose, because of what would happen to myself after I was done with them. Honestly, I may not have even understood that consciously, that that's what I was doing, but I did seek out slightly stressful environments kind of on purpose. Probably first as just kind of an adrenaline high. I was a bit of an adrenaline junkie growing up. I would go long board down ... I was a big long boarder guy. I loved to long board. It's like a skateboard, but it's long. It's long board. I had a speed board, and I would go 45 miles an hour. My brother would clock my in a car behind, barefoot down hills. That's stupid. Who does that crap? That's stupid. I've always been a little bit of an adrenaline junkie, so I don't know if I can blame it on, yeah, I consciously knew that was the biggest pile of cash rule as coined by Russell. That's slightly been the outcome from it, though, is that putting myself in scenarios where not all the pieces are quite figured out, where not everything is quite laid out in front of me, where I can't really see the middle, I just kind of know where the end is and where I'm trying to get. I know that it'll work out on the other side. Long boarding barefoot, that's stupid, okay? Don't do that. That was a dumb example. That was an example of what not to do. I think it comes down to some lessons that Perry Belcher talked about. There's a great course. I just heard that DigitalMarketer ... This is, honestly, the best course that I think DigitalMarketer's come out with. It's a course called secret selling system. It's like 18 hours long, by Perry Belcher. It is fantastic. It is one of the best funnel training courses I've ever listened to ever. A fair warning, though, there's a fair amount of swearing in it. Anyway, I wouldn't listen to it around kids, just to let you know. Perry Belcher's a bit vulgar, if you know anything about him. There's a few different levels. I think he named seven. I'm just going to go through three of them here. Seven different belief phases. These are different phases that an individual has to go through in order to make a sale. You think about what you're doing to yourself, too, as you start to follow, if you want to, the biggest pile of cash rule. I was thinking through that's interesting, because it really is following that same thing. Instead, I'm just selling myself, which is why I go through those scenarios on purpose. Pre-thought out, whatever that term is. One of the very first phases of this is that a person needs to go through and ask themselves, okay, this guy's got this cool product. Is this possible at all? Meaning not for anybody, but can I see this product working at all, for anybody? If the answer to that question is yes, they can kind of move on to the next question, which is if it's possible for other people, in general, is it possible for me? There's a whole bunch of in-between steps. I cannot remember all of them. This is the basic premise, though, and honestly, the same effect comes from these three, in my opinion. These are the three, also. Number one, is this possible at all? Is it possible in general that this product could get the change that this guy says it is? That's the first phase of belief. The second one is is it possible for me? Can I pull this off? Is this something where I could actually go off and be successful with it? Which kind of leads me, honestly, to the third thing. Honestly, the place that you want to stay if you're going to follow the biggest pile of cash rule, meaning whoever has the biggest pile of cash, whether that's money or some kind of result or whatever it is, those are the people you go learn from. If you're going to try and learn funnel building, go find a freaking awesome funnel builder who's built a ton of them. Right? This is Sales Funnel Radio. That's why you're listening to me... I've built a lot of funnels for a lot of people in a lot of scenarios. You're following the biggest pile of cash rule already right now. I've had a ton of you guys reach out and ask me if I'm going to have a mastermind after I leave ClickFunnels or coaching or something like that. I was like, hm, that's interesting. That's probably the market telling me that that's what it wants. I haven't thought of that. Maybe I should do that. Anyway, you want to stay kind of in this third phase if you're going to follow the biggest pile of cash rule. This is something I identified for me, anyways, where if I can get past a belief that ... Let's take this lifting example, this example of me trying to ... I want to go get buff again. I was doing sprint triathlons. Guys, I was killing it. I was the fastest dude out of, like, 50 guys that I would run with. Oh, man, I so miss that. It's such a huge physical rush. I like pushing my body to those uncomfortable places. That's awesome. Maybe it's a little bit of an issue. It goes back to the adrenaline long board barefoot issue, maybe. Let's take this as an example. Is it possible at all? Is there any belief that I have that it is possible for anyone in all of humanity to get ripped and buff? Yeah, I do believe that it's possible. Okay, that lets me go on to the second phase. Obviously, in tandem, think through this, also, with money making. So let's go to the second phase. Is it possible, then, for me? Do I believe that I have the capacity to be able to do this? Yeah. Yeah, I have. Not just because I've done it before and was that way for a while, until I kind of focused on making money, which makes sense. I was trying to follow my fatherly roles and husbandly roles of providing. That leads me to my third phase, the third one here, and this is honestly kind of a personal one. The third one is since it's possible, if this is possible ... How should I say this? Since it's possible, I'll just figure it out and start walking. That's kind of what I'm going to name the phase. Meaning I never, hardly ever, have all of the steps planned out. I have a very rough, 30,000-foot view plan of what I'm actually trying to do. I've noticed that it's the same way with how I build funnels. That's always that way. We never have all the details, all the plan. This is what it's going to look like. This is what it's going to be like. This is what this page is going to say. This is what this email's going to pop ... No. What we do is we set a very rough flag out on a hill. We say, "That's where we're going. Take the hill." We just start walking towards it. As we encounter the hill, there's a random boulder that comes up or there's a cliff that appears and we didn't know it was there. Or there's a huge chasm or a massive river or a rope bridge where it's barely working. You know what I mean? Then, we just deal with that problem at that time only. I think sometimes one of the reasons people will not progress, and something that I see ... There's hundreds of people I've coached through the coaching program now, hundreds that have come to the FAT event, the Funnel Hackathon event. There's hundreds, you guys. One of the things I think people ... There's really two different personality types that I see, as far as it comes to action-taking, happens all the time. The first one is the one where it's like I have got to have everything planned out in front of me so that I know it's safe for me to jump, so that I can handle every single contingency that's ever possible. I'm like, gosh, that contingency right there rue asking me about, the probably of it is so tiny. Are you kidding me? Deal with it when it comes, which is the second personality. The second personality that I see comes through ... It's funny, because when I'm saying it on stage and I'm seeing all these people ask questions and I see them progressing, I can see who's getting it. I can also see who's already implementing it in the event. They haven't waited to leave or go home. They're doing it there. The second personality is the one who goes, "Ah, I get it. I see the vision. Not all the steps. I see the vision. I see where you're trying to take us. Therefore, I will fill in all the gaps that I personally can, because I know that my success is not on your shoulders, Steven." Does that make sense? What I've seen, too, is when someone hasn't taken action but they've got everything filled out ... They've got all the pieces. They've got all these pieces together. They've got all the little parts. A lot of times, what ends up happening is they're looking for another thing that they think they need in order to distract themselves from getting started. They're looking for excuses to not buy into the process. I am begging you to not fall into that trap. If you're going to follow the biggest pile of cash rule, you can't fall into that trap, because you will not have all the answers, and you never will. Entrepreneurship is one big answering game after another. Another question, another question, every day you wake up. Guys, I cannot tell you how many times I sit down for my own personal business, and I'm like, crap, I don't even know what to build next. Or I don't even know what to build next or what's the next step here. No one's giving me a to-do list. No one's giving Russell a to-do list. No one's sitting down and going, "Okay, what do I got to do today? All right, who's got that list for me?" He's sitting down and saying, "Huh, what's hurting right now? Is there something I need to go fix? Is there something we should go increase revenue on or optimize?" Does that make sense? There's no such thing as entrepreneurship where all the answers are given to you, and I am all about entrepreneurship. I know you guys are all in here, too, who are. If you are trying to become one, please understand that it is a biggest pile of cash game. Go learn from the best people. There's a reason Russell has his own inner circle. 100 people come in from pretty much every industry you can imagine, and then he has his own personal growth-styled masterminds, also. Then he goes and he hangs out with these massive guys that are also on his level and even higher so that he can continue to grow. Does that make sense? It's the same thing. It's the exact same thing. You will not have all the answers. You sit there and go, "Yeah, I know. No duh." If you've been waiting to launch something for quite a while, you're not following the rule, then. Does that make sense? It is a game of jumping out of the plane and building the parachute while you fall, not before you jump. Funny enough, the first time I ever built an info product, I did it wrong. I did it so wrong. I did it terribly. I spent eight months building it, building the product. I was convinced that the product was the thing that made the sale. Products rarely make sales. A sales message makes sales. They're not the same thing. It's the whole reason why we'll go out and we sell stuff before we ever make it. Anyway, I'm totally getting on a soap box here, because I'm noticing that a lot of people haven't started because they think that the product needs to be done or has to be perfect. It's not going to be perfect. It's coming from your own head, when the market is the thing that needs to tell you what you should be building. You don't have the creativity inside of you to be successful and make a million dollars. That's why this game is more like a game of detective. It's like a detective game, where you're going to go through and you're going to discover what the market wants. You're going to toss things out there. Nope, that wasn't it. Let's take these three things out. Let's adjust that. Now, let's relaunch. Oh, cool, all but one of them stuck. Okay, let's go back. Relaunch, relaunch, relaunch, relaunch. Interaction, iteration, iteration, iteration. It's part of this biggest pile of cash rule, too, where what you're really trying to do is you're trying to help just get your own self in motion. Action creates action. Motion creates motion. Success creates success. One of the easiest ways to follow the biggest pile of cash rule that I've noticed in my own life is that I try to have personal, small wins every single day. I try to get at least ... Guys, I work full-time for somebody else, and it's way more than full-time. Way more than a 9:00 to 5:00 job. It's fun, because in the last two months here, Russell's like, "Dude, can we just do a normal 9:00 to 5:00 schedule?" I was like, "Yeah, we've never done that. That actually sounds really nice. It's the holidays coming up." I mean, we're just killing ourselves. You know what I mean? You're not going to have any success at all if you have to have all the pieces together. That's basically what I'm trying to say. If you're trying to follow the biggest pile of cash rule, one of the easiest things that you can do is go just try and do three ... That's what I was trying to say before. Sorry, I totally lost my train of thought, because I was thinking through ... I totally have the squirrel brain. Squirrel! Squirrel! Which is nice for brainstorming scenarios, and I'm totally doing it right now. I was trying to wrap up with this, and I got distracted. I'm sorry. This is me being vulnerable and just real. What I was trying to say, though, is one of the easiest ways to follow the biggest pile of cash rule is just try and make three moves a day if you're working for somebody else. It's going to be way more than that for me when I am completely solo January 1st, which I'm very excited about. Just make three moves a day, and that's all I try and do. Sometimes I don't get a full three, and sometimes I just get two. Meaning I try and get two to three big things done ... What's three? I try and get three things done each day that just move the ball forward. I don't even know always where the ball is going. I just try to move the thing. Motion creates motion. Action creates action. I kind of thought that was a cliché, okay, that's nice kind of thing five years ago, and it is so true, though. Just be in motion. Guys, I got an email from someone this morning that was ridiculous. It was so cool. It was an invitation to go hang out with some incredibly huge people that have helped massive celebrities we all know become very successful. I was like, what? What? That's crazy. Why? Motion. Moving. I hate coaching people who are not already in motion. It's one of my things. If I can tell an individual is not already moving, looking for their pile of cash, just moving towards that ... If they're not already actively learning, I hate coaching those individuals. Or they're not actively already trying to make money. Not thinking about it. Not thinking about how nice of a goal it is. Not planning it out. Actually trying to make sales. I hate coaching those kinds of people, because I've got to teach them the biggest pile of cash rule. They've had no practice following it, where you're going out and you're learning from the best people. You're trying. You're already doing it. Nobody's motivating you. You're motivating yourself. Does that make sense? Anyway, I try not to put too many ideas in a single podcast, and I tend to string them all together, so I should probably stop this here, just so you guys know. What I'm trying to say here is now that Russell brought it out and I realize, oh my gosh, I do follow that rule. That is why I'm actually leaving my job. Huh, that's why I called that dude and said, "Hey, make me buff," and why I've been reaching out to all these ... That's fascinating. So follow the pile of biggest cash rule. Who is it that has actually done it? Not talked about it. Not written books about it. Who's actually done it? Who's actually done the thing? Who's actually doing the thing? Who can you follow? Follow those people. Those are the people to go follow, okay? A lot of times, what's funny is the people who have the biggest pile of cash are not the ones that are talking. Sometimes they're the ones who don't want to talk. They don't want to let out their secrets. It's been funny to watch this whole fill your funnel process, because sometimes people don't want to reveal the traffic secrets that they're using, because they're proprietary. They're the ones that are the cutting edge. Usually, the ones that you're hearing in courses are not the ones that are the most cutting edge ones. You know what I mean? That's like hearing the news say, "Hey, this is the best stock to go get right now." It's like, yeah, well, like yesterday. The opportunity's already passed. You know what I mean? Same kind of thing. Sometimes when those biggest pile of cash people come into your life, you've got to find ways to convince them that you are coaching worthy. Just like I just said, I've got things that turn me off as far as someone when they want me to coach them. It's the same thing. You've got to go convince those people that you're coachable, that you're worthy to be coached. It is the most unattractive thing on the planet when someone's asking me to coach them and I can tell they haven't even started. They're waiting for permission to start. Cut that crap out. Just start. No one's going to give you permission or a to-do list, and it's going to be all one massive, big, continuous problem-solving exercise. It's very fun. It's kind of a liberating thing, actually. It's fun to have that kind of control. Anyways, guys, probably said too much there. Just think through that, though. What is the thing you're trying to go for? Find the person with the biggest pile of cash, and keep yourself in the phase where all you need to know is enough, not all of it. I'll talk to you guys later. Bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best Internet sales funnel for free? Go to salesfunnelbroke.com/freefunnels to download your pre-built sales funnel today.

Routinely, these are the most common ways we'll increase the perceived value of our offers... What's going on everyone? This is Steve Larsen and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business, using today's best internet sales funnels. And now, here's your host, Steve Larsen. How you guys doing? Hey, just right off the bat, I want you to know if I'm talking fast or a little bit jittery, it's because I am a little bit jittery. Okay, so a few weeks ago, about three weeks ago I was like, "Crap!" When I first met my wife, I was six per cent body fat. I was running ... I was doing sprint triathlons like crazy, I was ... I'm not gonna lie, you know twisted steel and sex appeal. I mean, I was like ... I was looking really good. I had veins all over me, it was awesome. And then this thing called like work and college came along, and married life and responsibility and that kind of stuff and I was like, "Man, I'm not gonna lie, I feel a little bit big." So I went online and I went to YouTube and I found this guy that was just like shredded, right? I went on YouTube with the explicit purpose of finding some person who just looked totally jacked and huge and swole and looked like he could kill me in a single flex. And I found someone. And I got on there and I was like, "Hey man, do you do like, you know, do like customized meal plans?" I got no problem with the actual workout part, but I want like help with the meal plan part. So anyway, he's been ... I've been on this super, super strict like ... I mean it's literally like chicken and veggies and some healthy fats, like that's it. That's what I've been eating for the last two weeks and I feel so much better. It's amazing! How restricting actually makes me feel more enabled, think about how many lessons that applies to. But anyway, it's been interesting and right now, I was about to go do a workout and I've just been pounding some caffeine before I go and do my workout. And it's starting to hit me right now. So, if I sound kind of jumbled and all over the place, that is exactly why. And anyway, I'm excited. In fact, a few days ago, I was talking to Russell, I was like, "Dude, I feel so good, like oh my gosh, I've had no caffeine. I've had like ... I'm eating super clean." And he's like, "Really? Like that's awesome man. Like oh that's so cool." And I went back home and I was started looking at what it was he was having me take, and I've been taking 275 milligrams of caffeine in the morning. And I was like, "No wonder I feel like I'm on freaking cloud nine, my head is like buzzing, I'm going like crazy." And anyway, he's laughing, he's like, "Dude, that's like the equivalent of 12 Ignites, that's like so much caffeine." Anyway, so it's just been kind of funny. Hey, so we just barely finished a Funnel Hackathon event. Now, if you never heard of that, what happens is people come in for three days and day one, we go through their sales message. Now, well that's really day two. Day one what we do is a lot of foundational work, okay. What's your new opportunity? Who you selling to? You know, have you actually created a new niche? What's your message? You know, describe more of the target? It's more stuff like that. What are the false beliefs of the individuals? What stories do you have in your life that we can start crafting around it? And we do a lot of like, it kinda feels like you bouncing around a lot, but in day two, a lot of stuff starts to come back together. Okay, so the first day is like a normal nine to five kinda day, the second day though is ... We start at about eight thirty in the morning and we go til about midnight. And the entire three day event, it's not like we take breaks, there's no official breaks, there's no ... I mean, it's intense, it's very intense as a participant. It is extremely intense as the person running it, you know what I mean? It's kinda fun 'cause day one Russell and I, we're on stage, sometimes separate, sometimes together, sometimes we're kinda ping ponging back and forth, teaching this and it was just a ton of fun. I know a lot of you guys listen to this podcast, shout out to you guys, I know that. We've had hundreds and hundreds of you guys come through it now, it's been great. Day two though, it's just ... It's mostly just me and we go from sun up to way past sundown. And we build out the entire webinar slide presentation. All of it. From top to bottom. Then Russell comes in, the very last thing of the day, usually like nine or 10 in the evening and he does this actual stack presentation and just breaks it down and shows what he's actually doing and why it works. It's really cool. And then the third day, we jump through a whole bunch of funnels and one of the things I like to do, and I promise this is going somewhere, one of the things I like to do is on day three, I like to stand up at the front on the stage and just ask ... Okay, we've gone through the actual message, we've gone through how to deliver it, we're gonna go through some funnels here in a little bit. And I open up ClickFunnels with them. And we start to go through ClickFunnels itself and it's a lot of fun and I help them get the webinar ready to rock. But I always like to ask, "What ..." You gotta understand it, like Russell Brunson and ClickFunnels and Expert Secrets and DotCom Secrets and all this ... I mean, I have a marketing degree, I have no idea what it really did for me, besides create an environment for me to learn all this other stuff. I don't ... There's nothing content wise in college, except like two or three lessons from a single semester that I really even use, you know, from college. And so, what's funny is that, this is the best material, right? It's the best stuff, it's the best tools, it's the best everything and they're in the room. Each one of them paid like 15 grand a seat, just to be there, right? There was like over 60 people in this room, it's a ton of fun. I mean, I absolutely loved it. Everyone else always does love it. It's .... There's no other place on the planet where I know you can get that kind of stuff. And so, I always like to make the point, "Look, you've got the best stuff, you're in the best scenario, you're in the best environment, you're in a room with people that frankly you probably will not find in many other places, right? You're all A players, you're all here to run, you're all here to go." But it is incredibly baffling to me to sit and realize that like 20 per cent of them aren't gonna do anything. What? Are you kidding? You know what I mean? I never had an event like that, I never had any kind of ... I had DotCom Secrets, that was it. Expert Secrets wasn't even out, right? ClickFunnels was kind of just barely getting started, there were still a lot of things they were fixing, a lot of bugs. Like why on earth would you not just go take action? So what if no one sees your Facebook Lives when you're just starting? No one knows who you are anyway. Like there's nothing to lose. And so, I always like to, on that third day, sit back and write. Okay, what are the real barriers? What is the thing that is actually gonna keep you from going? What is it? I wanna know what those things are. And one of things I always like to bring up is a ... It's a section ... So everyone's using the Stack slide, we're creating brand new offers, we're all creating brand new opportunities in brand new niches 'cause they're creating the niche, not choosing a niche, if you choose the niche, you lose. You create the niche, okay? If you choose the niche, it means you're in a proven based offer already, out of the gate. Don't be that, right? I know I'm saying a lot of technobabble right now, but it was kinda interesting because I had the thought hit to me, like, there are some things that we constantly do to help increase the perceived value of the offers that we sell, right? The perceived idea ... I mean this is huge, massive gold mines going on here, okay? Or goldnugget, whatever you wanna call them. Okay. And so, what I said is like, "Let me show you guys some of the things that we do and the things that we use to increase the perceived value of the offers that we sell." Let's think about this real quick, okay? If you are selling just a straight info product, what is it cost you to fulfill on that? Like nothing, right? You're gonna send an email with an email link in there and they're gonna go jump into the members area or they're gonna go download your stuff or something like that, right? The amount of work that it takes to fulfill on an info product, very small. Now that's awesome for the business owner, right? But as a consumer, there usually needs to be more sales copy, you gotta convince me that it's actually worth it, right? That the information itself is actually worth it, okay? Now let's think about this. How much sales copy is on an Amazon E-commerce page? Not that much, right? There's not that much sales copy that actually goes onto, I don't know ... Whatever ... Let's say you buying a CD player, whatever, an MP3 player, something like that. Let's say you're buying whatever it is off of Amazon, how much sales copy actually goes on that? Like not much. We're talking bullet points, right? Another additional paragraph talking about the features. A little section that might be frequently asked questions from people that have already bought it, right? Some reviews. That's it. Now those are all things we would include in an info product, but why do we not have to include that on a physical product? It's because we can anticipate, right, the tangible aspect of that product. I can sense that I'm gonna be feeling and holding and touching this thing. This thing is gonna be real. It's gonna show up in my mailbox. I'm gonna take it out and it's real. I can touch it, right? I can hold it. I just got this sweet hoody from a rap artist I really like. I'm usually not that much into rap, but I found this guy I really like and he's amazing and I've been just all about his music for the last like month and ... Or however long. And it's been awesome and I totally bought his hoody, it's freaking cool. And it was expensive. But the perceived value is through the roof. Now if someone ... It was $60 for this hoody, okay? So it's relatively expensive, right? Actually honestly not that bad, now that I think about it, but when I think about like, okay, how much would you have to sell me for me to spend $60 on an info product, right? It's gonna be quite a bit more, you know what I mean? It's gonna be quite a bit more money. Now you think about it ... Okay, so the first thing I'm trying to tell you is that if you are selling an info product, if you can figure out a way to actually send something physical, anytime someone buys an info product, you're perceived value of that offer is gonna go way up. Let's think about this for a second, right? On a free plus shipping offer, free plus shipping, you're getting something physical in the mail, so free plus shipping, seven dollars, for something physical in the mail, that's really cheap, especially if it's a book, right? The perceived value of that is way higher than seven dollars, that's why it's so stupid, simple and easy, for people to go and get that thing. If you bundle an info product with a physical product, the perceived value goes through the roof, most of the time. If you do it right, if it's not crap, right? But most of time, the perceived value goes through the roof. And so, that's something I was trying to tell them, is that when you're actually selling on these webinars or these mid-tier products, right? Let's say it's around $1000, $2000, something like that. If you can bundle some kind of welcome package, something that they get in the mail, something that the perceived value is gonna go through the roof. "Hey, guess what guys? You're not only gonna get this sweet info product that's gonna teach you X - Y and Z, guess what? You're also gonna get my welcome package. It's something that I'm gonna ship to you in the mail, so make sure you put in your shipping address because I've got some cool box that's coming. We've got a T-shirt for you, we've got this cool notepad that's customized and a sweet pen with our logo on it." Or whatever. You know what I mean? If you've got those kinds of things in there, it's gonna be a lot easier for you ... Perceived value is gonna be a lot higher. I hope I've made my point with that. Start thinking through what those things are. And if you don't have an idea, I guarantee that if you were to go to Amazon and you started checking out key words that relate to whatever you're selling, I bet you can find stuff, right? Even if it is another info product, you could seriously just serve it up in a physical way, right? "Hey guess what? It's a whole bunch of recordings. Oh, guess what? I also transcribed the recordings and I put them in a little notebook and I'm gonna be shipping it out to you." Does that make sense? A lot of times, the additional money you're able to spend or sorry, a lot of times the additional money you have to spend to ship out something like that is gonna be far worth the additional money you get to charge for that thing. You can sell a lot more stuff typically, when you bundle an info product with a physical product. Okay, that's number one. Physical product, one of the easiest to increase perceived value of whatever it is you're currently offering, okay? And there's I think, through a lot of things that we've sold, you know, either personally, I've seen a lot of my early funnels, that's actually how I did it, was a free plus shipping thing, but then it went onto info products afterwards. And that's one of the models, where we have the most ROI, usually. Personally, as well, I've been that way, because we lead them in with a physical product and then when we sell info products on the upsells, it's pure profit. It takes nothing to fulfill on that. And it's free plus shipping, they've already paid for the shipping, they've paid for the product, right? And now we're just selling additional product, more info products than we were going to 'cause more people are seeing the upsells. You guys following me? I hope you guys are seeing how this gonna makes sense for your business, because if you think ... Especially on front end funnels, front low tier funnels, and even mid-tier, heck, even high-end products. I mean, I've seen Gary White, those black books that he sells like for $1000 or $10 000, however much it is, it's a lot of money. You're getting something physical in the mail and a lot of times, that's one of the easiest ways to boost the perceived value. So, anyway, without beating a dead horse, I hope you understand that. Start seeing the way you can apply that in your business right now. Number one, have an info product. Number two though, you toss something in, even if it's simple, you toss something physical in there. The perceived value, typically can go through the roof, as long as you not sending them pure crap or something like that, you know what I mean? It does have to be good, obviously. Alright, does that make sense? Alright that's number one. Physical product bundled with info product. Number two. Number two way to increase the perceived value. Now, this is not a definitive list, but these are three things that I always teach, that's kinda always off the top of my head. But we were two ... Sorry, getting stumbly, it's that caffeine starting to hit. I routinely see these things as the things where the perceived value goes up through the roof a little bit higher. Okay, so number two: software. Now when you think software, I don't want you to think ClickFunnels, right? You're not gonna go out and you're not gonna freelance this software ClickFunnels in like a day. Okay, that's just ... It's amazing, right? That's software's incredible. What's cool about software is that it does take usually an extra coder or programmer, it does usually take some extra people, it does ... It does definitely increase the perceived value. Now, I wanna give you a few resources you guys can use to go create your own software. I, right now, am creating my own app. I have this problem that I continue to run into, over and over and over and over ... And it's not a huge problem, but I see a really easy, obvious way for me to create this cool app that's gonna solve a ton of my own problems and I know if I'm having the issue, a lot of others are also. And I'm not gonna tell you what it is yet, I'll tell you guys as soon as it's out and stuff. It will probably take two months, honestly. But guess what? I'm not a coder or programmer, I have no idea how to do that stuff. The most I know how to code, I can read a little html, I kinda know what Java Script is doing and I read it, I definitely cannot write it. I can definitely read and write CSS a little bit, at least enough to be dangerous, that's how I do a lot of, you know ... That's it though. And that should be a source of comfort for a lot of people. That I don't know how to do that stuff, because it means that you don't have to either. If you don't know how to do that stuff. So I wanna give you two resources real quick. Alright, if you start thinking through software, software, software, software ... Software is some cool stuff you can toss into your current offer, to easily boost the perceived value. When you think of Brandon and Kaelin Poulin, right? Those two, they're doing like a million dollars a month or something like that. I mean, something ridiculous. They're selling an app, okay? They're selling access to an app. You think about how powerful that is, okay? It's huge, that's amazing. And I guarantee it, it could not have been a million dollars to create that app, but because ... I mean, the perceived value of apps are so big. Apps aren't that crazy hard to create anymore. If you go to Flippa.com, Flippa.com. That's with two P's, F-L-I-P-P-A.com. What's cool about Flippa.com is they ... It's a place for entrepreneurs to post pre-made apps, pre-made E-com stores, pre-made ... And all of it with an existing revenue. And you can go buy existing software and apps and E-com stores and all this ... In fact, pretty soon, one of the people I wanna interview, what he does is he goes on Flippa, he finds a cool E-com site that's already killing it, buys it, puts a funnel in front of it, if he can tell it's in a cool niche and blows it up. They've already proven the product concept the hard way, now he just puts a funnel there and blows it up. Like Flippa is amazing, well in Flippa, you can buy pre-made apps, they're already on the Apple app store. You're buying the whole thing, you're not buying source code, you're not white labeling it. Although there's plenty of other places, you could also white label apps or something like that. But what's cool about Flippa is that you can go and you can actually, you know, you can grab a whole bunch of stuff that's already existing and anyway, so super cool. Flippa.com, that's awesome. The other place that I go is Freelancer.com, I love Freelancer. I know there's others, there's Upwork, there's a whole bunch of other places you can go get, even Fiver, although I've wasted more money software wise on Fiver, than anywhere else. Although, Fiver still has its place. But anyway, Freelancer and Flippa, those are two places I like the most 'cause I can post projects and I can post contests and find out and sift out who's actually good. Does that make sense? So anyway, software does not need to be expensive. And what's cool is that you can go and you can get, you can go get existing software that's already proven, you can bundle it for free, you can put it into your existing stuff, you can do ... And it's way, way, not as nearly as expensive as you might think it is. I saw some app on Flippa the other day, I get little notifications 'cause it's exciting for me. I'd rather go on Flippa than Facebook, Facebook stresses me out now. And so sometimes I'll just kinda dink around in there and I'll watch what's going on. Some app, it was pretty cool, sold for like 70 bucks. I mean, when I say it doesn't have to be expensive, I really mean it, you know? Some of the most expensive ones I've seen on there, like three grand, even up to 10 grand, but it does not need to be that much. Anyway, there's a really good book that's called ... And this is why software is so cheap. And I'm sorry I'm going kinda deep, I know this is kind of a bit of a longer podcast, but I just wanted to drop this all to you guys, so that you know some easy ways to make more money. That's what I'm really ... This is me trying to help you make more money. So hopefully you don't mind that this podcast is a little bit longer this episode today ... So, there's a really good book, it's one of my favorite books actually. I read it in college and it was one of the books that actually had a stark impact on me. It's called, 'A Whole New Mind', it's by Daniel Pink and the subtitle is: Why right-brained thinkers will rule the future. You need to think about this. Now in America, and honestly most places, you know, first world places, especially obviously like ... Are you farming right now? Do you have a farm? Most of us, no. And even if you are farming, you probably chose that profession, you know what I mean? Like it's not like I have to go be farming. I'm not ... we're not making our own clothes, I'm not trying to like pump anything to try and get electricity, like the basics of life are pretty taken care of. You know what I mean? In a lot of first world places. Especially if you live in America. And so, like back in the day, when you know, during the Industrial Age and back when we were manufacturing like crazy or electricity is brand new or you know what I mean? Like those were the hot things to go sell, that was the hot markets. But that stuff's kinda taken care of. It's either monopolized or de-commoditized, right? So who really rules the future? It's the creative ones, right? It's the ones who are ... It's the reason why you can go hire out programmers super cheap, they're a dime a dozen. You can go get programmers ... And it's not ... I'm not saying don't go be a programmer, there's certainly a great place for it. But you just gotta understand where value gets really creative inside the market place, it's not typically someone who's doing some maintenance style job, right? It's what's new and exciting? It's the creative stuff, it's the stuff that's out there. So if you can be the creator, that doesn't mean you have to be the programmer, but if you can go create a piece of software, if you can go create ... It's not that expensive to go create those things anymore. And so, that's all I'm trying to say. Anyway, start thinking through like simple apps, little tiny simple things that you see ... I mean, I'll go back to the Brandon and Kaelin example, Brandon and Kaelin's app is a list of recipes and some exercise videos that describe to you what you should be doing on your daily routine and stuff. It's not like, it's not like it's doing crazy stuff, it's basically a content app. Does that make sense? That's the whole point I'm trying to make. It doesn't need to be crazy. So, if you've never thought about creating some kind of software piece before, I urge you to start thinking through that, okay? Anyway, so number one, think about how you can do a physical product bundled with your info product, right? Or vice versa, as the upsell. It definitely ... It boosts your perceived value. And number two, some piece of software that you can bundle with an info product or with your physical product or ... Does that make sense? Okay. And then number three, here's the other thing, now I wanna explain this one just a little bit. Let me just say it first, okay, number three, live Q and A. Okay, that's number three. Live Q and A. Now when I say live Q and A, I mean live group Q and A, alright? I mean live group calls. In my opinion, in my opinion, you should never include your own time as part of the fulfillment of whatever your current offer is. Let's say you're selling a $100 thing, don't you dare be offering your time as part of the offer, when they buy that info product. Does that make sense? Even on a $1000 webinar funnel product, a $1000 product, I still tell people, I always tell people this, at the FAD event, to Two Comma Coaching, anywhere, I tell people, "Do not put your own time in to fulfilling each order." Okay. When we do the Two Comma Coaching programs, like when I built Secrets Master Class and we built that program, when we were putting all those things together, I am not doing one on one calls. And the reason why is because there's no way I could handle that, I'm trying to sell a lot of right? Of Two Comma Coaching programs and they're totally worth it. And it's awesome to have all those people in there. But I do group coaching calls and I record them and I make those recordings available to all the people who are currently buying and buying in the future. And I index them. So I say, hey, in this one we talked about this and they can go listen to the recordings, and it starts to replicate me. And this is when we talked about this and that replicates me. And this one we talked about that. And I index all of them and now they're all inside the Secrets Master Class and Two Comma Coaching programs. And now anyone who comes in the future, they can keep watching those things and reading those things. And I still continue to do the live Q and A, group Q and A, every single week. One on one coaching time, that's higher up on the value ladder for me. I don't want myself to be a part of that fulfillment, right? I don't want that. I want an info product, it's only a $1000, like my time is not worth that, you know what I mean? It's worth more than that. And so, I wanna ... Anyway, those are some of the easiest things ... Because when you offer a live Q and A, as part of your stack, as part of your offer, whatever it is you're selling, right? Stack slides and things like that, that's not just for webinars, that's for every step of the value ladder. No matter what you're selling. I don't care if it's a free plus shipping seven dollar offer, put a freaking stack slide side by side with it, alright? Where does the free plus shipping book sit on the stack slide, probably the tool, right? Or that top one. Cool. Let's fill in the gaps. Alright, let's figure out what a bonus one is, bonus two, bonus three, that's how we make offers, that's how we ... On any, in any level of the value ladder, okay? Anyways, I'm sorry, I know I'm going really technobabbly with this one, I just wanted to toss in three of these things that we routinely do, that I routinely do also, to boost the perceived value, to give more and actually help you guys charge what your things are really worth. So, anyways, number one, just to recap again, find some kind of physical product. If you don't have any ideas, Amazon probably does for you, right? Number two, software. Doesn't need to be expensive, Flippa.com, Freelancer.com. Honestly, what's cool too is you can go to the app stores and see what things are already selling. You can probably go to some coder and say, "Hey, I wanna make me a version of that." And all they gotta do is ... What do you call it? App hack. Right? Software hack. And actually create that. Number three, live Q and A's. That gives warm, fuzzies, that I'm gonna be taken care of, that helps me know that there's plans after this. That lets me know that I'm not left on my own. That makes sense? That lets me know that other people are involved with it. So anyway, those are three things. I'm sure there are a lot of other things as well, but those are the three go-to things that I continually go through and that ClickFunnels and Russell continue to go to as well, to help boost the perceived value of what it is you're selling. I'm not saying it's not worth whatever you're selling it, but sometimes customers have a hard time like believing it, you know? Especially if they're Debbie downers, especially if they're doom and gloom style people or they just don't ... Whatever it is, like whoever you selling to, people want that extra thing, they want to feel like they're taking advantage of you, which is sad and stupid. But if you can play to it, by boosting perceived value and show 'em like, "Yeah, you're right. You are taking advantage of me. Here's all this extra stuff." You know what I mean? Like then it can help you sell even more and those are little things that take hardly anytime on your fulfillment, you know what I mean? Which is awesome... So, anyway, guys hopefully that was helpful. It's one of my favorite sessions to do, we dive a little bit deeper into that, even at the FAD event and through Secrets Master Class, but I thought I'd just kinda dive into it a little bit more, so you guys can see a little bit some easy ways to do this. So, again, does not need to be expensive, does not need to be very time consuming even. And honestly, you don't need to be the one doing it, right? If it's physical, a fulfillment house can do it for you. There's a ton of places, right? I don't send out ... I have a free plus shipping CD thing that I've been sending out for years, I don't send any of those, some other person does 'em. I think in Indiana. I don't even know. That's the whole point with this whole thing. So, anyway, physical product, some kind of software and some kind of live Q and A, group Q and A that you can record and continue to use in other assets, in other places and keep perceive value high. So anyways, hopefully this is helpful guys. I know it's a little bit of a longer episode, but this is honestly one of the coolest things on the planet for me, to share that kind of stuff with you. Please ... You know what would be really cool though, honestly? This podcast is gonna hit 80 0000 download here, very shortly, which I can't believe. I mean, it's so exciting. Thanks for being listeners, thank you for jumping into this content with me and sticking with me in all this. Number one, I would love if you guys wouldn't mind to go to iTunes, I am asking, and just leave some reviews. It was fun for me to go back the other day and see all of people who have left reviews, it's exciting. It's really cool actually. Got me pumped. But number two, more importantly, honestly, if one of these three things, I would love to know if you guys actually implemented 'em and I would love to know how much money you guys actually made back from it 'cause that would be so cool. Very, very exciting. So anyway, you guys are all awesome. I really appreciate just you listening. You know what's really cool for me too? Is just to know you guys are all out there, that you all listen to this, that it actually is helping you with your life. I love reading your comments. I love reading the things you guys are doing as well. And you've been successful with all this stuff, so scratch and back both ways, just so you know. I love hearing your comments and making these, probably just as much as little pieces of gold I'm trying to drop in each one of these. So, anyway, you guys are all awesome. Talk to you later, bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Wanna get one of today's best internet sales funnel for free? Go to SalesFunnelBroker.com/freefunnels to download your pre-built sales funnel today.

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

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

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

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

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

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

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

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

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

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

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

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

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

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