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Boom! What's going on everyone? It's Steve Larsen, and this is Sales Funnel radio.   Today I'm gonna show you guys my 5 phases of funnel building.   I spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.   My name is Steve Larsen and welcome to sales funnel radio.   What's up? Hey, I'm excited for this video today! I've actually been thinking about this quite a bit here.   Now when you think about building something like a sales funnel...   The first time I ever heard about building something like a sales funnel, I was like oh my gosh, I got to write copy. There's the copy piece. I should find some images. I should do some videos. I should do the actual pages themselves. The actual product itself. How I'm gonna promote it?   There's all the stuff that goes into it. It can get incredibly stressful. So what I wanted to do right quick is...   For those of you guys who are listening, just know that on YouTube - I'm gonna draw this so you guys can see a little bit of my funnel building process.   So this is this is interesting. I teach a lot of the stuff at events, and multiple times right, somebody will stand up and be like, "Hey, hey, how should I go about doing upsell, and this, this, and this for my product?"   I'm like "Why you even thinking about that? You don't even have a main product yet."   Too many times we get too involved in questions we don't really need to answer yet!   But there are questions that DO matter from building a funnel.   Sometimes people are so concerned about what makes the car engine run that they don't even know how to drive the car. You know what I mean? It's like there's a whole bunch of things out there - and you don't need to know that yet.   So literally, my purpose in this episode, is I just wanna walk you guys through the very simple funnel building process that I have and why it works - and how to screw it up.  This is really it, I mean this is truly it.   Now if you think about it, there are five steps here:   The first thing I need to go do is kind of a research period. Check this out... check this out- and I'm gonna explain this kind of as I go along here.   The first thing that I do, is I go and I have to make sure that I know what my customers are already buying and how they're buying it.   We call it the "what and the how." You guys may have heard of this before, It's the "what and the how," though.   So, I go in, and I look at a red ocean meaning if I'm gonna go sell... I don't know? Pencils. I'm looking at pencils or pens, they're over my desk over there...   Let's say I'm gonna go sell pens. Who else is selling pens and how are they selling them? Who as far as businesses go, but also the customers; they're like "Hey, this is how I like to hear about my pen purchases. This is how I like to go and purchase my pens." You know what I mean?   So we answer the "what and the how?" What am I gonna sell? What are the people selling and how are they selling it? We call it the red ocean when there's lots of competition inside of one place.   So I'm gonna go inside, and I'm gonna look at the red ocean. I'm gonna look at the red ocean, and specifically what I'm doing is I'm looking for "the what and how."   I'm just gonna write that down again, red ocean, and I'm looking for like I said, "the what and how." I'm gonna draw a bit of line here. That's like phase number one here.   Phase number 0ne, red ocean - just research who is already selling the things that I'm interested in selling, and how are they selling them? That's all I'm answering.   So the second thing - now that I know a little bit about the actual red ocean and again remember, I know the what and the how that's all I'm looking for. The second thing I can go and start looking into... It's literally the second phase of, funnel building for me is the actual sales message writing. Not products creation. This is super key.   There are multiple products in my early years of doing this where I did it wrong. I would start building products before I knew how to sell them. Stupid! Dumb!   And when I say that out loud, you're like, "Well yeah, of course, you wouldn't do that." Yeah, well that's what everybody does! They come in, and they start making these products without any knowledge on how to actually go out and sell the thing - meaning the sale script - the sales message.   Products don't sell themselves. A product never sells itself.   When you go out, and you say, "Oh, the product's so good you've got to get in front of people." The actual cases where that's true are so rare. That is the exception NOT the rule - and I do not build a business based on exceptions. I look only on the rules. So don't go do that.   So the second thing, I go and I start building is the actual sales message. Once I've got the sales message down, the way I know I can move onto product creation mode is when there are literally wallets flying through the air at me.   Meaning when my sales message is so compelling that people are like, "I have to have that where do I pay you?" And I actually do collect money. Meaning people vote with their wallet, and they tell me, "Yeah, that's a really great idea. Let me give you money," and I actually have money in my hands.   That's when I go actually create the product.   And you might be like, "Stephen that's kind of weird. It's like a bait and switch thing.”  No, no, no, no, no! I always tell them, "Hey, this isn't ready yet. We got the beta version. If you pay this discounted price, you can get the beta version coming out soon.” And then I go build it real fast.   There are so many companies that do it that way.   And what's cool about that is that you are using the market's opinion to create your products. That's huge. That's a massive benefit that you have. It removes like 90% of the risk of the entrepreneurial game.   This game is not risky if you just do it in the right way.   Going out and creating a product, then trying to figure out how to sell, then trying to figure out what markets should buy it, that's risky.   And that was all the ways that college taught me to build stuff  - which is really weird. Anyway...   So "red ocean" - when I know the "what and how" is similar to the thing I'm gonna be selling. Then I go and create a sales message.   And my aim is to be different, not better - we talked about that a few episodes ago. I'm trying to be different, not better. Super key.   And then number three, I actually start building the product.   Now, for me actually make a sales message there has to be some idea of what the product's going to be in the first place, but I don't need to actually build the thing! Does that make sense? Very important distinction right there.   Then when I'm to going out, and I'm actually building the product. That's when I actually I move onto step number four, (and I'm gonna want more whiteboard space here.) You guys see that light over there on the side? Oh man, this' so funny - guess you'll see all my home studio stuff anyway. Whatever I'm gonna keep going, is that cool? Alright, sounds good.   Alright, number four, what I do here is I start building the funnel. Now in order to actually get sales in the first place, I might need somewhat of a funnel up, but I don't obsess over it.   So back in step 2 when I build the sales message, I'm running the sales message. I'm actually getting cash coming in, there's some sort of funnel that needs to be up, but I just don't obsess over it. Does that make sense?   It wasn't for like four months/ five months, into one of my major products that I started actually going in and adding all the little pieces and glaze - all the features and all the little cool things that ClickFunnels has inside. Does that make sense?   'Cause most people go in, and that's the first thing they do. They're the like, "And then we could have this page, we have this page, this page..."   And the issue is that if those are the things that make your product sell (the little tweaks, the little features, that little split test that gave you an extra half a percent conversion increase.) If that's what's making you profitable, your offer and your sales message are not sexy enough - they're not good enough!   I don't want to bank on a feature to make my business profitable.   My products, my sales message, should be really freaking good. And the funnel is just an accelerant.   All the features, all those little things are just an accelerant for everything. Does that make sense?   So, then I go in, and I start building the funnel. Meaning I add in all the glaze, I add in all the cool stuff.   The last thing I go to, as far as funnel building phases, the final phase is traffic. Lots and lots and lots and lots of evergreen traffic sources, all over the place. Traffic, traffic, traffic, traffic, traffic, traffic.   Now the reason I drew these columns is because I wanna make a very important distinction here. In every single one of these, (let me just erase some part here) in every single one of these, I feel like I say this phrase all time...   But I was at an event, I was teaching, and somebody said, "Hey Stephen, I know what my red ocean is." I was like, "Sweet." They said, "I've got a converting sales message." I was like "Cool" (or it was converting at least well enough.) I was like, "Cool."   And they were like, "I've built the entire product." They were like, "I have a sweet funnel, and I've got a sweet little doohickey, and you know the features and all that stuff inside it." And I was like "Sweet."   Then they were like, "Where do I get traffic?" And I was like "Oh my gosh! Are you're serious?"   You have to understand that for each one of these, if you go all the way down here, and then you're like, "Where's my traffic coming from?" You've waited too long. You shouldn't have started building the funnel. You shouldn't have started building the product until you know this piece.   When it comes down to it, traffic is money, traffic is money. Flow... eyeballs... getting attention. Attention is money. Attention is cash.   If you step back, the product is just a reason to collect cash. The sales message is just a reason to collect cash. Traffic is the cash. Traffic is the thing. If you can drive traffic that's epic. Oh my gosh, that's so cool.   These are the 5-phases that I build in.   First I do this, and then second this, and third I do this, and fourth I do this, and fifth I do this (pointing at whiteboard). Those are the different phases.   I don't start any of the phases until I know the answers to those five.   So there's really two different blocks here going on. So I'm gonna draw a line right here... (drawing on a whiteboard)   So it's two different things you want on here. Everything on the top here I'm just gonna learn, so I'm just gonna put an "L" for that.   I'm gonna learn in the red ocean - I'm gonna figure out "the what and the how," that's all wanna know.   In the sales message piece, I'm gonna learn, "What gets people so motivated that they're actually giving me cash?" So when I have cash in hand, I'm gonna learn how the other people around ocean are selling. I'm gonna go learn what their sales messages are. I'm not writing sales page yet, I'm just learning. It's a research phase.   This whole top part is a research phase.   When I go out, and I'm building a product, I find out how these other guys built similar products.   And obviously, if you guys have been following me for any amount of time you know that in this phase I go out with my create what's called a purple offer  -and that makes me completely unique.   But I still need to figure out what people are already buying. I want to be prolific, but I don't wanna be risky. So I'm still gonna go find things out there that are already selling and stem out of similar things, you know what I'm saying? Anyway...   So I'm gonna go research best ways to build the products.   I'm gonna go research the best funnels that are out there that would be a good model for what I'm starting to see actually go sell.   I'm gonna go research all the different traffic methods - the best ones that are out there - evergreen traffic methods. The traffic methods that are gonna bring in a whole bunch of people once. Maybe traffic methods that are a little bit like slow growth ones.   I have a podcast episode I suppose like 20 episodes ago called, My 4 Favorite Traffic Methods. I think it's was called... go look at that! That's what I'm looking at specifically.   Look at what I've been doing this past a little bit in this podcast, in the show I've been going in, and I've been doing a little bit of a deep dive on each one of these five categories.   I'm trying to go like 30000 foot view again, not getting in the weeds on you guys on this stuff. I'm going 30000 overview again. I'm going through, and I'm looking at a 30000 overview, "This is how all the pieces map together."   I'm going in:   Research phase - What and how.   Research phase - Figure out the sales messages. What hooks? What stories can I tell to get people so excited that they get up and they're like take my money and they're throwing their wallet?   Next, Research phase - How can I build the products? How can I build the offer? How can I craft a purple offer? How can I craft something that both brings in a kind of risky, prolific, imaginary things (something no nobody's ever done that piece before), but then add the security of what people are currently buying? That's why I call it the purple offer;  Red Ocean +Blue Ocean = Purple Ocean.   Research phase - What different funnel types are people liking to buy through?   Research phase - What kind of traffic's out there? Does that make sense?   Then there's the actual execution:   Once I know those things, then it is okay for me to go build a funnel. Then it's okay for me to go out and actually start moving to the building phase. Too often people research and build in the exact same steps. Don't do that.  It's scary. It's risky.   The first thing you're doing is you're going in and researching; you're learning learning learning. Then once you've got all that down, then you build -  in that order. Step one, two, three, four, five. And five just continues with five five five five five - 'cause you're going to need "more traffic, more traffic more traffic, more traffic." Does that make sense?   I just wanted to walk through that with you guys real quick.   So again this 3000 overview.   If you guys have been watching what I have been doing the last little bit, the sole purpose of it has been going through, and teaching like, "Hey, look here are the things you go collect from the red ocean before you can move on."   There's a podcast episode, I think it's right before this one, walking through red ocean stuff that you should have before you actually go out and move on.   The sales message - I do tons of stuff on sales message. If you just rewind 30 episodes and start watching, you'll see I've been diving in and seeing what you guys react to the best so that I know like, "Hey, that was the best way to teach that concept."   We are doing a ton of building a product stuff; that's the whole purple offer thing that I talk about. Building the actual funnel, that's what I'm known for.   And then traffic, I go back to my four favorite traffic methods.   Anyway, you can start to see that, and I just want you to know how the pieces all fit together, 'cause I'm starting to get some questions of people, like, "Sweet, Stephen, I've built this thing, but how do I get traffic for it?"   Like, "Oh my gosh! The traffic is where you get paid - why did you not look at that before you started building?" And I get it - they're just new mistakes that you wouldn't know about without being in the game for a little bit.   I did the exact same thing with my very first product. I didn't look at a red ocean, kind of did, not really. I definitely didn't look at a sales message. I focused solely on building the product thinking that's what actually causes money. It's not!   I focused very heavily on the funnel - so those two (pointing to whiteboard). There's products/ funnel, product /funnel, product/ funnel.   I remember the day when it was done - and I was like "IT'S DONE!" I was like, "Babe this is huge! The next question we're gonna answer is what island will we buy? Oh my gosh, this is gonna be so cool!" And nobody bought -  because I didn't answer, "How do we get traffic?"   And I did not answer, "What sales message?" There was no targeting of "who" I'm actually targeting with the red ocean.   And anyway, so hopefully it's been helpful to you guys! I just wanted to go through and kinda do that 30000 overview.   So anyways guys, short episode, but this is incredibly impactful. This is like powerful, powerful stuff.   In fact, this is the model that we would follow at ClickFunnels. I was the funnel builder over there.   Red ocean - we knew very well who we were selling to. The what and how. Also who you're selling to comes from the red ocean. We knew the who, we knew who our customers very very well.   The sales message - honestly that's actually where we would start because we knew this piece so well. We would start at the sales message and we would start the building. It's cool to watch.   I always noticed Russell Brunson was willing to move forward with actually crafting the offer; he'd have kinda have an idea of what the offer would be. Kinda an idea of what the funnel would be. Kinda an idea of where the traffic come from...   But this was the lock gate: If he could not think up a good hook... if he could not think up a good story... he did not move on to offer. It's: Hook/ Story/ Offer.   But he did not move on to offer until he knew what hook and story were. And then we'd move on. As soon as we knew that, "Boom!" Then it was like, "Kick Stephen into gear." And I would start building; funnel, funnel, funnel.   Now that we knew what it was - we started crafting the offer and started pulling pieces together.  I start working with John, and we start working. Anyways, it's a supercool melody of all these actions going on. It takes a lot to get a funnel up, and I totally get that.   I encourage you to never do more than one. Don't move on from it until you can literally walk away and have several pieces automated.   So anyway. Guys, this is just how I build funnels, not businesses.   I just wanted to walk through and share with you guys the relationship between these pieces - and what to do to learn from each of these pieces.   Then when you can have license to start - not guaranteeing it'll work - obviously there's always tweaks inside of it, but when can you actually move on to the build phase - and when you are building - what order do you do it in.   So anyways, I just wanted to walk through that with you guys. Hope you guys enjoyed this episode. Thank you so much. Thank you so much for reviewing and ratings inside of iTunes - I've loved watching that. It's so fun. It's been very motivating for me.   The YouTube channel, you guys have just blown it up. Love reading your comments! It's actually super, super motivating - means a lot to me. I put a lot of work into this; we've got a 7-man team just creating content - that's how it is. So it's actually very very motivating when we hear good feedback! So thanks so much guys.   Catch you later. See you next episode, bye.   Oh yeah wasn't that awesome?   Hey, just real quick, a few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, and this was the prompt - this is the letter I got from him... He said:   "Hey Steven, let me ask you a quick question. You suddenly lose all your money, along with your name and your reputation. You only have your marketing know-how left. You have bills piled high and people harassing you for money over the phone.   You have a guaranteed roof over your head, a phone line, internet connection, and a ClickFunnels account for only one month.   You no longer have your big guru name, your following, your JV partners - other than your vast marketing experience, you're an unknown newbie...   What would you do from Day 1 to day 30 to save yourself?”   Russell Brunson.   If you want to see my answer, and a bunch of other marketers that also had to answer that in this amazing book and summit - Just go to 30days.com/Stephen   Again, you can see the entire summit, you can see the book, you can see what we wrote and each of our detailed plans. Just go to 30days.com/Stephen. That's 30 as in "3" "0" - 30days.com/Stephen Guys enjoy.

Boom! What's going on everyone? It's Steve Larsen. This is Sales Funnel Radio, and today we're gonna talk about student stereotypes.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business, using only today's best internet sales funnels.   My name is Steve Larsen, and welcome to Sales Funnel Radio.   What's up, guys? Hey, I've been excited for today. I wanna talk about a topic, you know it's...   Every evening my wife and I usually like to just sit and talk. And we'll sit and we'll talk, and talk, and talk.   Most of our dating, honestly, was talking. We would just talk for like three hours a night, every night for all of our dating and that was kind of it.   So anyways, we'll sit down and we'll just talk and we'll share with each other. We're good at that part of our relationship, which is a bunch of fun.   So anyway, we were sitting down the other day, we've got a little almost  three month old baby now, and we're playing with her and we're talking back and forth, and my wife says:   "Hey, what are, like, the biggest stereotypes you see in your students?" I said, "What do you mean?" She said, "What are the reasons that people do, or do not, go forward with the things that you're teaching them? Like, stereotypically though."   She's like, "Do baby boomers react differently to what you teach compared to millennials?" And I was like, "Yeah, actually they really do."   So I thought it'd be kinda cool to go through and share with you guys what I talked about with her because it was fascinating to see that.   #1: I freaking hate the millennial propaganda. Can we cut that crap out, alright?   Baby boomers, your parents complained about you too, alright?  Are we all good there? I'm just gotta get that off my chest. I hate that, I hate that: "Well you're a millennial, you can't focus." Alright, you can't use tech, so back atcha. Ya know what I mean?   Anyway, so I just wanna walk through this really quick, and just share with you guys a few of the things that I've seen stereotypically with my students.   Now, this is my own students - it's students I've had in the 2 Coma Coaching. My intent in sharing this... the only reason I want to share this is so that you can hedge yourself to not be one of these stereotypes.   So everyone raise your right hand right now, and be like, "Hey Steven, I, (state your name), will not get offended."   Don't get offended about what I wanna go through and share with you guys right now. I'm talking in massive generalities, 'kay? Cause I've seen a lot of things across the board.   And then, at the end of this episode, I want to share with you guys what I do to combat these stereotypes myself. I have my own routines. And some of my routines I didn't realize were my routines, you understand?   I didn't know, that I was literally creating my own solutions around some of these things. But I did and it's been working. And it's really awesome.   If you follow my Instagram, you already know what some of them are...   First of all, let's just set the stage here:   There has never been a time in the history of the entire world, where so much information and so many answers are prevalent and accessible with such a crossover with a lack of discipline. Mind-boggling.   There's so many answers out there. There's so many things out there that are already solved for you.     Yet people don't know how to go and just look up stuff on their own on Google and YouTube and just learn something for 30 minutes. We're not a culture yet of self-teaching. And that's why those who can self-teach, just blow-up so much.   Number one, we've never been in a time period where so many, so much information is available, but there's such a lack in discipline personally with people.   There's lots of addiction out there now. There's lots, and that's not to say it wasn't there before but I mean, we live in a very stimulated society now. We live in a very stimulated community now, alright?   There's such a lack in discipline, daily routines. I'm not saying I'm perfect at it. But I try to have one. I try to live with intent day by day, by day.   There's such a lack in discipline, there's such a lack in just getting up and getting crap done regardless of how you feel about it. There's such a lack in people knowing that in order for me to get where I'm trying to go, there's work involved, right?   We get sold on this concept, "Oh yeah, I should get that, I deserve it." Man, that is bull crap. No one owes me anything. And I try and live like that.   I hate when people say, "Here get this product, you deserve it." It makes me wanna throw up and not buy their product, no matter how good it is.   When somebody says, "You deserve it," that's garbage. It is a lie. It's a lie of this generation. It is a lie of our communities now.   In my opinion, (which I believe is correct), no one owes you anything. You don't deserve anything.   And when I look at worlds that way, and when I look at my life that way...   The reason why I try and do that is if I think that "my customer owes me money, I deserve this success." That is freaking garbage. Try and do that. Try and leave. Try and do that and try and tell me how long you're in business. That's not true.   No one owes, nobody owes me anything. No one owes me a dime. No one owes me any kind of credit. No one owes me. I will tell you that you will relieve a lot of mental stress in your life.   And I'm stereotypically talking to the millennials right now when I say that. Cause I am one, okay? And I had to have a huge wake-up call with myself and say, "look, no one owes you anything. Nobody owes you anything. I am not deserving of anything. I need to work my tail off."     Now I'm gonna walk around and I'm gonna try and work my face off.   It's kinda like what Will Smith says. He walked around, and he was, and he walked around like he was deserving of what this life had to offer. But he was not a ghost to knowing that he had to work for it. And I'm the exact same, guys.   Like man, I'm gonna run hard. I'm gonna run as hard as I can. I'm gonna try and do everything I can. I'm gonna try and live the best life I possibly can with the fullest, having the best of the best. Being the best of the best - and that's my mentality.   And, like, ya gotta fight to do that, right?   So nobody owes me anything, and when you think about that with like, "Hey there's so much information out there with such a lack of discipline in how to use it all.   Just follow me a little bit. I'm gonna start spinning a few ideas around and we'll bring 'em all full circle, alright?   When I look at how undisciplined as a society we really are. I'm not saying all of us, but man, if you're spending all your time watching Netflix in the evening and you don't have something up and running, like shame on you! Work at it, right? And then complaining about it?   I'm not saying I don't take breaks. This is funny. What does Tim Ferris teach in the Four Hour Work week? Holy crap, he works four hours a week. He didn't start that way, but he ends that way, where he works four hours a week on his business. That's cool!   Now let's contrast that with what Gary Vee talks about. Hustle till your face falls off! Hustle ya die, right? And that's totally his message.   There's two conflicting messages. Right? I believe the answer is in between. Personally, that's how I run it.   I'm gonna go, and I'm gonna build that funnel and that funnel. I have massive projects on my plate right now. Absolutely gigantic. I am the sole funnel builder. And that's totally fine. I'm completely cool with that.   There's a huge, a vast, a ridiculous amount of hustle in my life right now. And I expect it, and I welcome it, and I smile at it. I'm like, "What's up, son? Bring it on! Come on get ya some, right? This is my time. You're on my turf, and I'm gonna tear you apart."   And I'm gonna hustle, hustle, hustle. But not till I die. I'm not here to just work.   I believe humans were built, especially men, were built to work, work hard, work hard at things, have resistance. That's good. That's healthy. I want that.   Again, follow me. There's a reason I'm talking about all this. We're gonna go full circle here in a second, 'kay? There's a reason why though, I know I am where I am. "I really wanted it!" Right? That was it!   And understanding, "oh my gosh, all the answers are already there." And if I have just have discipline to go find and apply them I can, I can literally just get what I want. I can create what I want. It's there.   That's why I talk about being a self-solver all the time, guys. You gotta be a self-solver. Solve your own problems, right? If your natural inclination when a new problem comes up, which is every freaking minute of entrepreneurship, a new problem pops up that wasn't here before, one that you weren't planning on, the one that wasn't in your plan or your scope how to get crap done...   You're not gonna go very far if you freak out and don't solve it 'kay? Every day is practicing going over and solving new problems.   The trick is learning to solve problems with speed. Learning to solve the problem adequately enough so that it's satiated enough, right?   Not that you gotta answer it 100%. Not that it has to be 1000% perfectionist brilliant. I went there too for a while. I'm a recovering perfectionist 100%. I had to get good at being, at being totally fine with answering and being awesome at it 80%. And then just moving on.   Go,go,go. Solve the problem. Move. Solve the problem. Move. New problem! Bam. Solve the problem. Move. New problem! Bam. Solve the problem. Move. Don't know it? Fine. Youtube. Sweet! That guy taught me. Solve the problem.Move, right? And that's how I run.   That's literally why, I know that's why I blow up. That's exactly the reason why. So if you think about that. Think about, think about, right?   So again, I'm just kinda like laying out the landscape here:   So you've got you've got millennials on this side who have vast amounts of information with the fingertip training in order to pull it off, right? You know how to text and tweet do all the things. You understand tech. You understand the platforms, 'kay?   You got millennials on that side, lots of info, stereotypically a  bit of lack in discipline. Not always, not always. I hate it when people try and categorize me, so I get it. I freaking hate that. So I get it. I'm being sensitive cause I don't wanna say anything like that cause I hate that myself.   On the other side, you got like, you got the baby boomers. Let's say, let's say 50 years old plus. Baby boomers did not have that kind of information always at their fingertips, but typically culturally, stereotypically, were really intense workers. You had to sacrifice, right? It's their generational upbringing.   1,800 people, I've brought through this process now. I see a lot of patterns, and I have people from all over the world, all different races, religions. Male, female, ages all over the place. I'm just painting the picture here, and I want you to see "this is where I am. I wanna make sure I don't fall prey to these lies." Or I'm over here, "Let me make sure I don't fall prey to these lies."   So again:   #Millennials, lots of info typically little bit less discipline.   #Baby boomers: They haven't known how to use a lot of these tools, but usually have a lot of discipline.   Also, a lot of times they operate from a scarcity standpoint, I've noticed. Meaning like a fearful standpoint. They think that businesses still require a briefcase, a suit, and a meeting to start the day. And it's not like that anymore.   I don't ever have to wear a shirt and tie except to church. You know what I mean? I don't wear shoes. In fact, when I go and  consult for people, they're like, "What other specifications do you have?" And I'm like, "First class if you want to. Uh, if you don't want to, totally cool with that to be completely honest, right now anyway."  I just don't care.   I try and listen to music as much as I possibly can and wear shoes as little as I can.   Business culture has changed. I find that there's a lot of professionalism that's unnecessary in the baby boomer expectations.   In the middle range, right? I'm 30, I'm barely a millennial. From the 30 to 50, I find that that, stereotypically, it's the category of person that takes the most action,  who know how to use the tools. Are not complainers. And are fine when the market punches them. It's kinda like the sweet spot I've noticed.   When I get somebody who's a millennial, I'm cool with that, I just also know they're gonna be a little bit sensitive. There's not typically a mental toughness, right? Because of social media, there's been this stereotype that's set across the mindset, where they look at everything that's gonna happen to them, and it's cool, they're dreamers. It's beautiful, I love it.   I'm a dreamer. I love that. Why would we ever try and change that, right?   I can tell my little, especially my first born. She's a dreamer. She's 100% entrepreneur, I can already tell. She's a problem solver. She solves problems like crazy and I didn't teach her a lot of the things she's doing. And I'm like "Holy crap! You're a really smart kid. You know how to solve problems." She's gonna turn five soon. She already has interest in the stuff I'm doing. Anyway, crazy.   Millennials are dreamers. They understand possibilities. And because of that, they have very little walls. Emotionally there's a lot of walls because there hasn't been as much time put on the mat for person to person communication.   There's not as much time put on the mat for how to deal with pitfalls in life, okay? And part of that just has to do with the fact that they're usually so young, right? They just haven't gone through that much.   # Baby boomers: I've noticed, they have a lot of barriers. Usually to take off and do. And it's not just because of the tech standpoint. It's because there's a barrier of believing that there's this professionalism that they need to fit into in order to be an entrepreneur, right?  Again, speaking in massive general terms, okay?   I think each generation has had these massive, massive gifts with all of these massive, massive hindrances - like any generation! It's not the freaking millennials fault!   The next generation's gonna have some weird derogatory term for them also with a whole bunch of things we're gonna complain about them too. It's the way it is. It's just how it goes, right? Get over this whole freaking millennial propaganda.   Anyway. So, the key is to see and be sensitive to where you are culturally. How is this generation raised? "Wow! Were we all supposed to be given trophies?" There's some serious freaking baggage that comes with that kind of culture, right?   Or, or, do we believe that we still need to be in suits and ties, and tech is hard to learn, right? There's some baggage that comes with that, right?   So these have been the things I've noticed as I coach people that it comes down to. I want you to understand something with this. This is the reason I wanted to walk through this with you guys. Is this making sense? Is it going full circle? See where you fit! Right? I'm trying to help you learn how to self identify.   There's a stage I was speaking on, and I said: "My goal here today is to teach you how to do to yourself what you are doing to your customers." Meaning, I want you to understand your customer's false beliefs. I want you to understand your customer's hiccups. I want you to understand your customers. Whatever things they're still struggling with.   This is what I told them on stage: I want you to learn how to self-identify those things in you. It will speed you up. "Your business grows to the extent that you do." Okay? Which is true! I don't know who said that, but anyway. It's a cool phrase though, right? "Your business grows to the extent that you do."   So I told him I want to teach you how to become introspective enough to see, "Like, oh my gosh, I got this mental belief that is wrong!" Right?   Remember, you guys all know my story.  Way back in the day I was really shy! It wasn't so much that I was shy, I just had no confidence. I had zero confidence, right? And some of it came with some of the generational upbringing that I came along with.   It wasn't my parent's fault. It wasn't my fault. It wasn't anyone's fault. It's just the environment I was in. Right?   When I became self-conscious... when I became introspective enough over those things, then I could do something about it! That's what I'm trying to get across in this episode!   The stereotypical go-getters that I see across from the millennial side, all the way 30s and 40s, all the way to the baby boomers, is this: They have learned to become introspective, to identify what their own false beliefs are, and then the ones that matter. This is the key. They tackle the ones that matter...   If you try to tackle every single one of your false beliefs, every one of your little character flaws, that an amazing way to get depressed.  What you gotta see is what is it gonna take to be successful in today's environment? What does it take? What does it take? "Oh my gosh! I gotta learn how to speak on camera. I gotta learn how to present. I gotta learn how to talk. I gotta learn how to sell. I gotta learn how to market." They're not the same, right? "I gotta learn how to create offers. I gotta learn how to funnel build." Or maybe, right, "What's my tactical skill?"   When I was leaving college - about two years before I left, I was getting a marketing degree, and I literally had no technical skill that I was learning. I was literally a dime a dozen. There was nothing different for me compared to everybody else. And that is one of the reasons why I chose funnels in college - to learn a technical skill.   So I gotta have a technical skill. I gotta be able to speak. Whatever those things are, right? What does my personal character not let me do? The biggest one, the highest leverage one I can go tackle? Reach down inside of you, grab that, and break it! Realize it's wrong.   See the stories, and the experiences, and the beliefs that are upholding that false belief, and reach down and break them! Rebuild yourself! Make you! Right? Build you. Craft you. Pick out the blueprints you want and remake yourself.   When I started doing that, that's actually funny enough when I started making money.   I was the biggest issue in the business! Not the fact that the marketing ideas didn't work! Not the fact that the product didn't help people! I sucked at delivering it! Right? That was mine! You gotta figure out what yours is. So, anyways, does that make sense?   This podcast episode might feel like it's all over the place. I'm trying to convey something here that I've seen over,and over,and over again. 1,800 times.   I have done a lot of freaking Q&A. I have seen so many offers. Every Friday, the whole day for me is looking at people's offers, looking at people's funnels. Do you know how many? Anyway, for years, okay? I've seen a lot of them! A lot of them!   Funny enough, the pattern has always been, you know what... "Could the marketing be better? Yeah! It could. Could the funnel be better? Yeah, it could. But most of the time what I have found is that the battle is actually mental. The battle is mental.   The answers are on freaking YouTube already. If you're just learning, if you just listen to podcasts, if you're just studying, if you learn how to learn on your own. If you learn how to study. If you learn how to solve your own problems and answer your own questions. The answers are there, 'kay?   Never has there been a time when there's so many tools that are already done and available. It's no longer a question of, well, is there a tool that does this? Is there a tool that does that? What about this, what about that, right? That's not the issue anymore, right? It's not!   The issue is not is the marketing good? Where is the tool? Does that exist? For you to make vast amounts of cash, that's not the problem anymore. The problem is mental! And I fight with people's psyche way more than I ever thought that I would with my students!   Some of them are total rockstars, but most people, understandably, they got a background, and they don't understand that the market that they're trying to sell into, requires them to be a little bit different. And they're not willing to make the personal adjustment and the personal changes.   "Stephen, how long's this gonna take for me to go through?" I can already tell you're losing! "Stephen, how long's it gonna take me for me to go through your model builds?" I can already, that's a losing mentality!   You're already looking from a freaking scarcity standpoint when you ask stupid questions like that, alright!"   "Well, Stephen, how long's it gonna take for me to be successful at this?" Dumb, dumb question! That's a stupid question. "How long's it gonna take for me to be successful?" Man! That means you're weighing the cost of you getting in the course and not looking at the clock, against freaking Netflix that night, okay? It's true!   What I've learned, and if this hits home I'm not trying to offend anybody, I'm just being real and raw about this:   When I've coached many students, and the pattern has always been: Could the marketing be better? Yes. Could the storytelling be better? Of course, it could always be better Could the offer be better? Could the funnel...? Yes! Yes, yes, yes, yes! All that stuff! All the classic stuff that comes with running a company could all be better. All of it could.   But it's the freakin mentality that has, by far, without contest, been the thing that I've had to do the most coaching on! Which shocked me! I didn't expect that!   As a coach myself, I didn't expect to have to do that for so many, virtually every person. And I understand that there's a mentality that comes that you learn when you become an entrepreneur. You have to learn it, and I get it. There's a mindset that comes with it. I get it. I understand that. And if it's new, awesome, but sometimes they don't even have the tools to take on the mindset.   They might be a little bit weak mentally. Or they're really sensitive. Or they got a trophy all the time. "When am I gonna win?" Second place gets no reward in business.   Learn to be the best. Learn to be the first. Dominate. I'm here to crush. Second place gets no financial reward, okay? I'm here to crush. That's a hard mentality for some people to learn. It's an exact flip opposite. It's a hard mentality for people to learn.   Baby boomers, look, it's not about you being a professional. It's about being you, louder, in today's age. Just be you, louder, right? And that's hard for some people to drop the tie, get rid of the briefcase and be like, "Well this is what I would say,  and how I would say it." That's kinda hard for baby boomers to learn, usually.   Usually, for the millennials, they're a little sensitive sometimes. And again, I come from that category, I'm speaking like one, you understand?   I had to learn that. I was a mentally weak person, guys. I was not mentally tough. I didn't know how to handle anything that was negative in my life. I had to learn those things. That is literally one of the reasons I joined the Army. Seriously! I didn't do any of that stuff, which kinda sucks, but anyway.   The biggest thing I took from it was a mentality: "I'm taking the hill. Get out of my way." Right? And I took on those things. I know how to fight. When I need to, I know how to go to bat for myself.   My resting state is nice guy, but when I need to, I very much have the tools to open the can when I need to and do what I need to with it. Anyway, that's what I'm trying to do.   Let's go full circle with this, okay?   This episode's been going for a little while here and thank you so much for sticking with it. I'm trying to help you self identify, "Wait a second? Where has my brain been sucking it up?" Right? "My business could actually be totally fine and I'm the weakest link." More often than not. I'm not joking. Like, 80% of the time that has been the issue....   Not, let's look at the offer. Of course it could be better. Of course we could tweak it. Of course we could do all these things. It's been this mentality based thing. Whether or not they've already had success or not it's been more of that than anything else, shockingly.   So what I invite you to do, and I've been holding something here by my leg the whole time, okay? Cause I wanna share it with you guys. What I learned how to do, one of the patterns I started noticing when I was around ClickFunnels, I got to listen to Tony Robbins while he talked to Russell... and Robert Kiyosaki. I did a lot of projects for Marcus Lemonis. Huge guys. Massive, massive players... This is a funny thing that I always notice from them...   A lot of the time, before they actually officially hit record on the interview, it wasn't uncommon to see some of them, like, in the corner kinda jazzing up, getting the energy up. Cause they get it. They understand. They gotta be an attractive character, right? And even if it's not their natural character they learned the attractive character. That's what I did. You understand what I'm saying?   And there was this routine that a lot of these guys do to get themselves in that kind of state. Fighting state, winning state, right? "If I do this, awesome. If I don't my family's gonna suffer for it," right? Man, when I start taking those things on, it's a lot. You know what I mean? There's things that I do to get myself in state now. I wanna share a few of those things with you guys.   There's a really, really good talk I heard once by this guy... he was talking about how when you start walking through a forest for the first time, it's hard cause there's no path. There's no trail. And it's part of the issue that comes with doing new things.   People are in this unmarked path because there is no path. Their brains have never been in this area before. And they start walking down this path and they're walking through this thick forest and it's the first time they've been there so there is no path! You understand?   But the next day they walk that path again and maybe they see that like, "Hey, that stick broke a little bit. This tree right here, I can see the first time I passed through, that tree is kinda leaned to the side more this time."   And the more you walk the path, the path actually becomes a real path. The ground gets hard. Grass stops growing right there. Maybe the rocks start falling off the side, and pretty soon, because you've walked the path so many times you actually have a path.   It didn't start as one. It only happened because you walked it that many times. That's something I had to learn for myself.   I had to learn which characters sell online. I had to learn which characters were characters, the attractive character that actually made mass movements. That actually helped industries and affected industries.   And when I saw the pattern over and over again, I realized that,"You know what? I could do that." And I walked the path the first time, and I launched sales from the radio. That was the first real time that I did that. I was like, "Crap, this is hard!"   There was no path! It was just me and I was just bushwhacking. You know what I mean? Getting through all the foliage, all the rough, you know, weeds and stuff like that. Going through the bushes - it was challenging. It was very hard. And as I learned, it's become easier, and easier, and easier.   Now I can just turn the camera on. And now I can speak in front of a lot of people. I can speak on funnel hacking live. "What's up?" And I'm super stoked, and it doesn't make me nervous. It's 4,500 people. I'm really excited. I'm not nervous, I'm actually super stoked. I'm stoked to the core, okay?   So what I want you to do is I want you to,   #1: Identify the things that your generation is stereotypically pinned with. You might have those, you might not. Maybe you've already addressed them.   #2: I want you to understand which attractive character you need to become for your market to actually follow you? Where are you sucking it up? Then be totally fine walking that path the first time. That's just how it works, 'okay?   #3: You gotta know what gets you in state. Seven Nations Army - I have heard that song so many times it's ridiculous. Every time we were about to do something crazy, or there was some big event going on, or it was webinar day, or there's a big event going on, we played Seven Nations Army.   There's a lot of people, some people would just write to me and they'd be like, "Hey dude, you sitting next to Russell right now?" I'd be like, "Yeah." They'd be like, "You listening to Seven Nations Army?" I'd be like, "Yeah." They'd be like,"Are you singing that song?" And I'd be like, "Yeah," but that's not the point, right? The point is what it does for the head.   There's a few things that I do as far as state control goes. The state control that I do:   #1: Exercising in the morning, hard. I don't just mean going on a jog. I mean, it's gotta be hard. "Make it hard, coach!" You know what I mean? Make me close the bar, make me close to throwing up. Make it hard. And for me that's where I'm practicing getting in my war state before I actually get to my desk where I'm at war.   #2: Next thing I do, every Monday morning I yell. I go, "Woo! It's Monday, baby!" It'd be cool to cut in a few of those here. But anyway, and I yell like crazy.   I even go down to street corners and yell it in front of the 9am traffic. No joke! I do that! I'm weird like that! I don't care. It's not for them. It's for me.  Why? Because it kinda freaks me out a little bit. My adrenaline spikes up like crazy. And it's awesome.   #3: A lot of it has to do with my morning routine. I've noticed that that's the lever. When I turn that lever, that's the one that really sets the tone for the rest of the day.   What's my morning routine? I'm not perfect at it, but I'm getting more perfect at it. That's helped me a lot, okay?   #4: I've been holding this thing by my leg the entire time. This guy. Yeah, you like it? This guy is my mannequin. I call him poverty. His name's poverty. I beat up poverty every single morning. That's my warm-up.   I write down all the things that people have said about me that are negative! Cause I'm not trying to run from my freaking fear! I'm trying to confront the fear and do it anyway. That's a different mentality...   I'm trying to say "Yeah, I see you fear and I will." I don't care, right? This might be weird, guys, but it's what I do. I don't care. It's my thing. You make your own. Do it too, if you want to. Shame, right? Poverty. People call me "idiot." People just say, "Oh you're past, you're not qualified."  People might say "I'm lazy," right?   Some stupid lady today was like, "You're totally a scam! I was like, "I don't even know what that means. Please explain what you're talking about and go look at all the testimonials of all the people I've helped. I'm not a scam."   Aut anyway, "lies," right? There's a whole bunch. I have lots of stuff.   "You're too emotional. You're all over the place!" Fear itself. You got haters, right? "You're worthless, Stephen. You're worthless. This is ridiculous. This is all crap!" I've had people say to me.   Doubt. Tons of doubt. "You can't ........" Loser, Pathetic. "You're pathetic," right? I've had a lot of people say negative things to me about this. I don't freaking care. Instead, if I confront it and I put it on this thing, and I beat him up every day.   My life in this game got so much easier when  I came up with a system to medicate all of the negative things that were going on in my head.   If the game is mental, what are you doing to your head? Do you have a process? Is there something in place for you? This is what I do, okay? This is literally one of them. I listen to crazy rage music and beat up the doubt.   One of the first ones that ever have made me feel bad was when I was going to counseling. This guy was like, "So have you ever been tested for ADHD?" And I was offended. Which, now I'm embarrassed that I was offended by that... but I was offended.   I was like, "No! What are you talking about?" I didn't want anyone to think there was something wrong with me. "There's nothing wrong with me! There's nothing wrong with me!" I was offended by it. I was mad. Stupid, stupid of me. But I was offended by it, right?   He goes, "I'm gonna send you home with some tests and I need you to take these tests and we're gonna see if you have ADHD." I was pissed off. I went home, and I didn't wanna take the test, but I took the test and came back to the counselor.   He said, "You don't officially have ADHD, but you have a lot of symptoms of somebody who does."  And I flipped out because I was a perfectionist. I was like, "I don't want anything to be wrong with me. I don't want someone to categorize me. Don't tell me I'm not perfect." Which is stupid, first of all, okay? But that one rocked my world.   It wasn't later until I found out ADHD - it's a freaking super power. That's the reason I can out work 90% of the people out there. Thank you! Man, how many guys got that out there also? Awesome. Cool, cool, cool.   Did you know that most billionaires are dyslexic? Sweet! "What's up? Let's all communicate together. Let's all hang out together," right? Do you know what I mean?   Guys, whatever it is that's negative in your life...   When I start talking about the mental and start talking about the psyche. When I say like, "Look, yes, that funnel could be better. Yes, it could be better," but most of the time the thing that's holding somebody back is the way they think?   But half the time someone's like, "Well, that's easy for you to say, Stephen, but I've got ADHD, or I've got dyslexia, or I've got... " Man, those are superpowers. Can we get over that? Those are superpowers. You can do crap that nobody else can.   The game is about you learning to harness what those things are and do it anyway.   This is part of my way of doing that, okay? And I know it might be weird. You might be like, "Man, Stephen's a freak." I don't care. It's for me, not you.   And so I go in, and some of you guys have contributed to this from my Instagram stuff, okay? Some of you guys have put some of your own things on here, but I go in and I write down whatever it is that's negative that are going on in my head, and I confront it.   There's been emotional periods for me actually confronting each one of these things. And I beat the snot out of it. Forgive and grow.   I think I wanna make t-shirts with all this stuff on it and "forgive and grow" put out like that. I think it would be pretty cool to do that.   You guys, entrepreneurs are a special breed. You guys are epic. We're epic. This is not normal stuff for anyone to go do. It can be a lonely game.   And the thing I want you to go figure out, a lot of times when I've been going through and I've been checking out your funnels? Man, just had to put it down there. A lot of times your funnel is good enough to launch, it's more of the psyche that you haven't dealt with yet. Right? So I want you to go through, like I say...   And I know it's a long episode, and I apologize for it being a long episode but, but I hope you see what I'm trying to say here.   When I look at the students and I look at the people that I've done this for, when I look at the consulting, the clients I've done this with, it's a lot of people, guys. A lot of people I've done this with.   When it comes to the business side, you guys know, it's usually not an offer problem. It's usually a storytelling and marketing problem. That's the reason the stuff isn't going down. But even then, one more step back, when it comes to the entrepreneur themselves, it's usually a psyche problem.   They haven't quite learned the mentality yet. They're still scared of getting hurt. They're still scared of getting burned. They don't know quite how to deal with some kind of failure at it. They don't know what it means. "If this fails does that mean I failed?" And they start comparing themselves to other successful stories. Fastest way to depression right there. They compare themselves to other successful stories rather than to themselves.   Successful entrepreneurs are like, "Man, look at all the progress I've made. I can go wherever." That's the best way ever to get your self worth, your personal value out of this game. It lets you sit all this stuff off to the side.   If you're scared of talking, like I was. Come up with a plan of how to deal with that.   If you're not a fighter yet? If you're not willing to bat for your customers they're not gonna bat for your new industry. They're not! Until you're willing to go to bat for them, right? You're willing to help them out? You're willing to throw rocks at that red ocean while you create the blue one. If you're not willing to go to bat for them, they're not willing to go to bat for you, okay?   Anyway, figure out what that is and what it is for you? Is there some character flaw that you have? Don't beat yourself up, just identify it. Figure out a way around it. And figure out what your way is to get into state around that when you need to.   The way I do that is music, exercise in the morning, funny enough, a lot what I eat - that helps or hurts. And then, man, I beat the snot out of this mannequin thing, and it's kinda fun.   Anyways, guys. Hopefully this is helpful to you. If resonate with any of it, please comment. Please share this. It really means a lot to me.   I feel like we're in like, this fragile place of entrepreneurship right now. And it's really kinda fun. It's neat to watch it. But there's gonna be this explosion of wealth that happens to these people who have figured it out and really just figured out that, "Oh my gosh, it's just a formula." But I'm scared that some people who very well could have participated are actually not going to - simply because of ways that they think - because they don't know how to deal with certain things.   Anyways, I know I hit a lot of topics, and it was full spectrum - it went all over the place. But hopefully you got the concept of what I'm talking about:   #1: That you learn to be introspective. #2: You come up with a plan of how to come around the things that need to get a way around the ones that matter.     That way you can execute your marketing. That way you can execute the business and actually get things off the ground.   So anyways, guys, I appreciate it. I love you all. I appreciate it so much. And thanks so much for taking the time. I'll see you guys, later. Bye.   Oh, yeah, wasn't that awesome?   Hey, just real quick, a few months ago, Russell asked me to write a chapter for a secret project he was doing, and I had to write a chapter for a book, and this was the prompt, this was the letter I got from him:   "Hey Stephen,   Let me ask you a quick question. You suddenly lose all your money along with your name and your reputation and only have your marketing know-how left.   You have bills piled high and people harassing you for money over the phone.   You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month.   You no longer have your big guru name, your following, your JV partners, other than your vast marketing experience, you're an unknown newbie.   What would you do from day one to day to save yourself?   -Russell Brunson."   If you wanna see my answer and the answers of a bunch of other amazing marketers, then just go to days.com/stephen.   You can see the entire summit, you can see the book, and each of our detailed plans. Just go to days.com/stephen, that's 30 as in three zero, days.com/stephen, S-T-E-P-H-E-N. Guys, enjoy.  

My name is Steve Larsen and welcome to Secret MLM Hacks Radio. What's up guys. Hey, I am very excited for this episode actually, very pumped about it. Let's pass a little bit here, been a little bit busy, as normal, and had a lot of late nights and a lot of just working my guts out. I mean, come on, that's really what it's been. I'm very, very excited, though. Please understand as I say this, I'm not bragging or trying to beat my chest or say, "Look how good I am." I'm just excited. This is me helping everyone know and realize that this whole process works, all of it. All the stuff that we're doing, we're going through, it doesn't just work for me, it's working for other people as well, for recruiting for your MLMs. I just barely passed 140 people asking to join my down line, asking me, people I don't know. That's incredible guys. The first time I ever did this game, I was running around like crazy. I recruited 13 people and they didn't do anything. It was hard for me to get them to do anything. With this whole process, what's cool is I can go through and pretty much literally interview people. If they're not a good fit I say, "No." I see what their process is to promote the down line and promote our products and promote the things. You guys know, I don't ever tell you the name of the MLM I'm in. I'm trying to that on purpose so that everyone can let their guard down and not feel like this a pitch fest on this podcast. It's not the purpose of this podcast. Anyway, so it's been a whole lot of fun though. As I've been looking through, though, the process that I've having people go through I'm changing it. This is what I've been seeing, and I'd thought I'd just kind of drop this out to you guys. You guys know that I build sales funnels on the internet. That's what I do. That's what I'm known for. I've done it for a lot of big people and done it for myself. This whole MLM game and the funnel thing, it works so well that I left my job eventually. It's been coming up on two months here for me being solo, which has been fun. There's certainly some nerve wracking aspects to that every once in a while, but it's been fun though. I've been focusing like crazy on this whole application process. When somebody comes in and they apply to join my down line, they go through a little bit of an application process. There's an actual application. They fill it out, and what I've been doing in the past is at the end of the application process I say, "Okay, thanks. Give us a call here, we'll reach out." What I do then is I go, have them walk through some pages afterwards where they get to watch my presentations as if I was going to do a presentation in your home or you came to a home party or whatever it was. I took that and it's on the internet. It's literally like a webinar basically. I built pretty much a webinar that does that process for me. What's been cool is that it works. It works quite well. What's been rough, though, is going from one funnel, application process, the application funnel, and then pushing them again to another funnel where they go through basically a webinar. What I've been figuring out, what I've been learning, is in the past we'll be doing things like sending an email. Emails, I hate email. Emails sucks. Email drives me crazy. First of all, I hardly ever read my emails. Why do I expect my people to? You know what I mean? Facebook's the place where I go. Facebook's the place to be for me. I go in and I can communicate with my team through Facebook and our Facebook group, our closed groups, things like that. Emails are rough, so I try and after someone applies I'll be like, "Hey, go check out this presentation. If this seems like it's a good thing that you want, let's actually chat, or if you even know the questions you can just join right there." If they've made it that far through the application process, like I know that typically they're the kind of individual that I want to work with, that they'd be interested in the kinds of things that we do because I give them the very process that they just walked through so now they have a thing to go blow their down line up with. Does that make sense? That's part of the beauty of the thing that I've built is I have actual lead in tools, lead in processes, actual training and actual members area for my team. When they come in they go through that training and now they have a plan. That's part of the sexiness of what I've done. What I've been learning, what I've been realizing, is that in the past I've been having people go through the application process and then I do something to get them to the next thing, which is to watch the live presentation. It doesn't work very well. It's not that it doesn't work, meaning I am relying on things like email, which has terrible deliverability and I don't read. I'm relying on maybe a text message or just got the wrong phone number or maybe someone put the wrong digit in there. You know what I mean? It's been rough because there's all these people that have asked to join my down line, but sometimes because of just the way zeros and ones get crossed and stuff and technology will hiccup and things like that, I won't be able to go talk with all of them. I want to talk with all of them. This is what I've been doing. This is what I want to help you get. Anyway, there's a whole purpose of this episode, by the way, is all I'm trying to do is I'm trying to help you see that what I've been focusing on this last little bit is shrinking the length of the funnel. I'm trying to make the whole funnel, the entire psychology, still happen, but in a shorter duration so they're not going through all these pages. They're not waiting for this email to come to them. They're not waiting for this. They're not waiting for all that stuff. Instead, what's happening to them is it's the very same thing that they came for, apply to join Steve Larsen's down line, can get accomplished during the same mental session. The first page they go through, they say, "Yes, I want to apply." The second page is actually do the application. What I've changed is that on the third page I actually put the presentation so now they're going to another funnel. I'm not sending them to another spot. I'm not sending them to another place. I'm not send- ... They're not going on the third page right after they submit the application they can watch the presentation. If they know they're a good fit they're like, "Fine." They can go in and they can join right then, right there. This is a change and just barely made last night. It's been cool already. I've got a few messages from people, people giving feedback. It's far better for me to do it that way than to go send them through another four web pages while they register to watch the webinar, they register to watch my live presentation, then there's a confirmation page and they wait for it to start, then they actually watch it. Instead I just shrunk and condensed the entire funnel, and it's been working way better. What's cool about that is about half the people come through, they're like, "Look Steve. Man I'm ready to join you man. You got a system, you got a plan, your people work it. It is working." I just asked to speak at my MLM's event, which is at 2,500 people, which is exciting, and teach a lot of the things that I talk about here on the podcast. This stuff works guys. People come to me like, "Hey, this is awesome." They're like, "Look, just dude, just let me join right now. Just let me join right now." They'll click and they can go join right then right off that third page. Or there's a second group that they're like, "Hey, this is still good but I just have a question or two." They can click and they can choose a time in my calendar through calendly.com, and they can choose a time on my calendar and reserve a time in my schedule and I'll jump on a call with them and chat and whatever last few questions they have, just for 10-15 minutes. They're already watched the presentation by that point. They've already watched the ... Anyways, I've been shrinking the length of the funnel and I've been making it smaller. Anyway, that's all I'm trying to say. There's a guy, the reason I'm saying this is there was a guy I was learning from once that he was saying that, he said, "Every time you add a product to your SKU, every time you add a new SKU, every time you add a new product to your whatever you offer, you 12 X your back end complexity." Let me say that again, every time you add a new product to your product line you 12 X the amount of complexity on the back end, whether that's through support or how do you sell it or let's learn a new script. Is that interesting? Number one, the reason I like MLM is because I don't have to worry about the product that much. The corporate's the one that's shipping them out. Corporate's the one that's doing this customer service. I don't have to worry, so that's nice. It may not be pure 12 X, but I'm thinking from a funnel standpoint that that's also probably a little bit true, that if I'm trying to have this one outcome happen, if I add any extra pages, it's probably not 12 X, but there's some level of complexity that gets thrown in there, when I could've just got it done in, A, a short amount of time, but B, it may it more simple. Think through. There's a whole process, the whole reason I'm trying to bring this up guys is that I want you to look at the processes that you make people go through in order to buy from you. There's a percentage of people who just want to buy from you right then. You don't want to listen your thing. They're like, "You know what? My hands are dry. I just want your little lotion thing anyway." What I'm trying to do is I'm trying to adapt to what the market has been telling me, which like, "Hey Steven, we love the fact that you have us apply. We love the fact that you vet out to the individuals that are joining through some kind of process. We love that, but oh my gosh, sometimes it's a little intense and there's this huge percentage of us who just want to freaking join your team because we see you're on this path." They're the exact same way for you guys. Start looking through the process. Start looking through. Number one, you guys know that I love automation and I like to automate as much as I can. I'm not trying to take the human out of this business at all. The human element has not been removed from my MLM at all, but there is very much room for me to look and see, okay, now at least the process is there how do I make it better so that it caters to the individuals who are just like, "Look Steven, I just want to join you." Start doing that though and start looking through your process. Are there extra hoops? Start looking at the different pl- ... Are there rough patches on the road that you're making people run through that are like totally unnecessary? You know what I mean? There really may not actually be helping at all. Anyway, that's what I'm doing right now. I'm in the middle of testing out that process. I'm like 99% sure it's going to be better. I've already been seeing the responses from it a little bit and it's better. It's definitely better. It's been more realistic to how you and I would communicate in general. These automation pieces are literally just supposed to automate how you and I would normally communicate. They're not supposed to make us feel weird. They're not supposed to add extra processes or complexities to life. They're supposed to simplify things. I was looking at it and I was realizing like, "That might be a little bit too complex to send them from an application process up to a webinar process. Let's just mash the two together. Let's shrink the length of the funnel." So far it's been great. Anyways guys, thanks so much. Appreciate it. We just screamed past 15,000 downloads, which is awesome. Appreciate the listens and thanks so much for being in the community. I truly believe that the kind of things that we are talking about and I'm trying to teach here has the power to change the MLM industry. Let me bold enough to say that that's my goal. That's what I'm trying to do, so there's a lot of cool things coming down the pipeline and I've really, really enjoyed just getting a chance to share the journey with you guys as I do this. Anyway, if you've not had a chance to go check out secretmlmhacks.com. That's the program that I kind of teach that it works for any MLM. If you've not had a chance, go do so. If you're like, "Hey Steven, I just want to see what kind of stuff you have in general," and you're like, "Ah, I don't know yet. Steven, I'm not falling in love with you enough yet," then go to secretmlmhacksradio.com. You can download some pretty cool stuff for me helping you train your team on duplication strategies. Anyway, thanks so much guys. I'll talk to you later, bye. Hey, thanks for listening. Please remember to subscribe and leave feedback for me. If you have a question you want answered live on the show go to secretmlmhacksradio.com to submit your question and download your free MLM masters pack.

There ONE skill that protects me against any mishap as I launch funnels... Hey, what's going on everyone. This 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. And we're about to cross 100,000 downloads. I am going to remake an intro. I have loved the intro that I have, but it's time to switch it up. After 100 episodes, what, it's like 120 episodes now almost and almost 100,000 downloads. To celebrate that I'll probably toss it out there. Hey, so I was on stage, I was teaching the Fat Event. It's been super busy, I'm sorry I've not done a podcast here in a little while. Funny story though. I was on stage and I get excited, which I know is hard to imagine. I get excited in general. But I was on stage and it was the second day. It was lie one o'clock. One o'clock, two o'clock in the afternoon. And the second day's a long day. For me it's 12 hours on stage at least. Anywhere from 12 to 15 hours, and then Russell will come on as well. And I was just wrecked... Anyway, it's a lot of fun though. I mean I absolutely love it. I enjoy it like crazy. So I was on stage, and I was jumping around. I was getting ... I can't remember what I was teaching about. But I ... The pants that I was wearing. You guys will like this story. The pants that I was wearing were a little bit more like loose fitting. And I was like ... We were jumping around, and I was teaching ... I can't remember what I was teaching. I think I was teaching about like storytelling or something like that. I think I was talking about energy. Why it matters. Anyway, I can't totally remember it was. But basically I jumped and no one else knew, but when I came back down I totally ripped by pants. Like right up my butt cheek. And nobody knew. And so ... And I didn't know how bad the rip was. And so I'm like jumping around on ... "Hey." Like I have no idea what's going on. I just know it's getting drafty back there. And I was like, "What the heck?" Like I've never had this happen in my life ever. And so I ... So there was a whiteboard there, and I write whiteboards a lot. I draw on them a lot to illustrate certain principles and stuff. But I wouldn't turn my back and actually write on the whiteboard in front of me because I didn't know how bad it was. I didn't know how bad it was. So eventually after while I was leaning around the white board writing down. Anyway. And I ... In my mind I was laughing. I was like, "I'm literally going to podcast about this." So this is me doing that. And I decided I would called a break. I was like, "All right. I'm going to call break." And uncouthly remove myself from the room. And so I remove myself from the room and I grab my friend Miles who's also ... He's into ClickFunnels. Employee there. He works at ClickFunnels. He's the DJ basically. Runs all the sound and lights and all that stuff for me while I'm doing those things. And I was like, "Hey man. I need you to be a bro and look at my butt." And he's like, "What?" I was like, "I freaking ripped my pants dude." And so we're hiding in a corner and he looks at my butt and he's like, "Dude, as long as you stand perfectly straight, your shirttail covers it. It's not even a big deal." And I was like, "Okay." So for the next five hours I had the most perfect, unnaturally amazing posture that I have ever had in my entire life. And anyway, no one was the wiser until the next day I told literally everyone that story while I was up there. And I know that some people might think that that's weird, but it's to illustrate a point. Okay. It's to illustrate a point. Whatever weird thing's going in your life, whatever it is that's going on, whatever it is that's happening to you, that develops your attractive character when you start to share those things. Right? I know now not to wear slightly baggy jeans while I'm on stage jumping around. Okay? Who would've known? I'll make that secret 12 in like some stage presenting workshop coming up, or I don't know. Just kidding. But anyway. But it's true though, okay. It's all about ... You guys got to understand this, okay? When it comes to your attractive character, and new opportunities. New opportunities you compete by being brand new. Right? All right. Your attractive character though is also something to be treated not as brand new, but as different. Let me explain what I mean, okay? In creating new opportunities your business should be a new opportunity. Your business is a new opportunity. The product itself is a new opportunity to somebody else. And if you've never ... If this is a brand new concept to you, you should probably go back a few episodes and start listening right? Right. It's a pretty standard idea now to find something that's a brand new product. Brand new idea. Your attractive character though also needs to make some kind of evolvement. Okay? When I was in college I wrote this ebook. It was before I ever read dotcom secrets. I didn't even know who Russell was I think. Wait, I'm thinking timeline. Yeah. I had no idea ... I didn't even know he existed. Okay. And I wrote this ebook, and what I did is I talked about this concept called product big bang theory where most of the time people go out and they say, "Hey come up with something that's totally brand new. Something that's completely out of the box." I call it product big bang theory. Meaning it just popped out of nowhere. "Ah this is something brand new. It's not stemming from anything else." And product big bang theory is an issue, okay? It's scary. It's freaky. It's risky. It's one of the most risky product strategies you could ever have. Instead I called it product evolution. I never actually released that ebook. I probably should. It was good... And so when I saw Russell's book about dotcom secrets, about first funnel hacking what's going on I was like, "Oh. Product evolution." Right? I'm taking what already exists and I'm making it new but I'm stemming it from something that already exists. Right? It's the same thing with like ... So when it comes to products that works really really well. When it comes to your attractive character thought, you can't really stem from another individual. I can't really say ... Why? Why why? Because you need to ... You can't compete on something like a strength. If you compete on things like strength, it's like the scariest thing to do also as far as your attractive character goes. So just follow me here real quick. Okay? I know this is ... I'm getting kind of ... Just follow me for a second. Okay? When it comes to products, you're trying to create a new opportunity but stemming from something that's already successful. Right? It's a combination between funnel hacking and creating a new opportunity. It's a combination between those two. You don't just funnel hack. And you just don't create a new opportunity. You combine them. You do them in tandem. Right? That's like one of the most secure easy ways to actually create a new opportunity for yourself. I'm sorry, a successful business. A successful product. One that is slightly disruptive in nature and creates a mass movement. That's one of the easiest ways. First funnel hack, second create a new opportunity from what you funnel hacked. Not something that totally never existed before. That's scary. Okay? When it comes to your attractive character though, there is always somebody who will be faster, better, stronger, better looking, whatever it is. Right? So you don't compete on those things. Instead, you compete on your differences. There's only one you. There's only one me, and it's very easy for me to stand out when I stopped competing on strengths. Okay. When it came to my attractive character I'm talking about. Just my own ... The way I deliver. The way I talk. My stories. My personas. What I put out into the world. Out into the marketplace as far as my character goes, my brand. There will always be someone faster, better, stronger, better-looking, er, er, er, er. Right? ER, ER, ER, ER. All over the place, right? That's a scary place to go. It's a scary place to be. Right? So I don't compete on strengths. And I don't compete on weaknesses. I'm not trying to, "Well, no I'm worse than you. I'm worse ..." I'm not trying to compete on weaknesses. But what I am trying to do, is I'm trying to compete on my differences. Okay? It's a different way to think about it. It's a ... I don't know if it's a ... Hopefully it's making sense what I'm talking about, okay? Because I talked about this a lot at this last Fat event that your character development is ... It's paramount to how your business runs. Okay? The way your product sells, the longevity of it, followup sales. Not just the initial, but repeat buys, a lot of that starts to depend now on your attractive character. You can get a lot of people to buy something from you once, but to get repeat buyers, there's got to be something attractive about your business, about yourself. Right? And I don't want my attractiveness to be based on strengths otherwise what ends up happening is I link myself and I compare myself to the ideals of pop culture. That's scary, okay? Because pop culture changes momently. Not even daily or hourly. It changes momently. Right? And so what I'm trying to say here with this whole attractive character thing ... I wasn't even planning on talking about this in this one. But I'm just kind of on a roll with it. Stop hiding what's different about you. If you don't normally wear a shirt and tie, do not put one on to go put a picture of yourself on the internet. Right? I made that mistake. If you go to Sales Funnel Broker right now ... So I'm going to go change Sales Funnel Broker like crazy. Right? I love ... To be honest, I like wearing suits and ties. Okay. But it's not the norm. Man, I wear that maybe once very few months. Right? I'll wear a tie for church on Sundays. Right? But not a suit. And I'm wearing a full out suit in that picture. I don't like that. I should not have done that. That was not ... That's what I'm trying to tell you guys. Whatever it is that you ... That's why I tell you guys random stuff like, there is literally ... You guys know I'm really into air soft. It's like paintball. Right? There's a sniper rifle right next to me that I just barely finished rebuilding. Tons of fun. I love that stuff. Right? Why do I talk about random things like that? "Steven what does that have to do with internet marketing?" It has everything to do with internet marketing. Has everything to do with your character. Has everything to do with why people will be attracted to you... Why would I tell a story about me ripping my pants down my butt cheek? Right? It's not just to tell the story. Is it funny? Yes it is very funny. And I was laughing about it ... I wasn't going to say anything. Well I didn't know how bad it was, but I told them all later. Be willing to expose yourself. Okay? Be willing to expose your character flaws. Talk about the things that you're not good at. It's not about ... I'm not trying to say, "Oh look at me. I'm terrible. I'm a Debbie downer." That's not what I'm saying at all. What I'm saying is don't be afraid when the story helps whatever you're doing. Do not be afraid to use a story even though it will appear to you to be a little bit to your detriment. It's not true. That's what I'm trying to say. It's not true. That's not how it actually works. Okay? It's so funny. You will become human. You will become human to your audience. You will become human to those who are following you when you are willing to let other sin. And for a lot of entrepreneurs what I've noticed is they ... One sale, that's not super hard. Right? You could build a webinar funnel, tripwire funnel, any funnel, but the followup sales. A lot of that starts to depend now your actual brand. I don't care about brand on the first sale at all. Okay. I really don't. I don't even take time to sit down and start thinking about brand. I build it as I go. It's not something that I ever had to sit down and start thinking about. The way I guess build my brand as I go, I tell stories. Right? When I'm the brand. When you are the brand. And even if you are not the brand. Your company still has stories. Your company still has an origin story even if you don't have a specific face for it... But anyway. That's all I was trying to tell you guys. Don't be afraid of telling stories about whatever it is that's going on about in your life. And so here's some things that's been going on right now. I think the next episode I'm going to do I'm going to walk through some webinar stats. You guys know that I've been on my own now for about five weeks, totally solo. Self-employed. Had a lot of fun with it. It's been a whirlwind. I want to walk through some stats. I'll probably do it in the next episode because it'll be a little bit long. But I want to walk through a few specific things with you. But as far as ... Like that's the business. But for my own personal stuff, how I've been handling it, it's pretty interesting. This is how it worked out. Week number one, like sickening anxiety. Like, "Holy crap. Why did I do this?" Do you know what I mean? And anything ... A lot of things amazing in my life. I've had those feelings as I'm pulling the trigger. Right? Like, "Oh my gosh. Am I sure I want to do this?" You know? And I get that. And I get that. A lot of people get. Week two for me, I was excited. I had the first big successes. Week three and four for me I was gone a lot because I was traveling and speaking like crazy in three different events. And week four was kind of a cleanup week fulfilling of things I sold in the previous weeks. And it's been kind of this whirlwind up and down, up and down, up and down. Right? Where I'm like, "Yeah this is working, oh my gosh." And then I go back, "And oh crap. So many things wrong with what I've launched so far." I'm going back and I'm fixing it. And I'm wrong, but you know things I want to optimize, and change and approve. And just know that like your personal development is as much a part of the business as the business itself. That's what I'm trying to say. That's the whole thing I'm trying to say with it. And being scared to share the stories of things you're going through at a personal level is not helping your business. It will actually hurt your business. It will help you tremendously. It will help get a following around you. So this is what I would do. I would sit down ... This is actually what I do. Behind me right now there is a whiteboard and it is chock full of storylines. Of things that are going on in my life that I can talk about okay? And the longer I've podcasted, the longer I've done anything in internet marketing, the longer I've done anything kind of thing in this game, the more I've realized how much this whole thing is about storytelling. All of it is storytelling. Every funnel is it's own story. The link between the funnels is a story. How I got into it, is a story. It's all storytelling. If there's one thing that you can get good at, it's storytelling. Okay? You can screw up 90% of your funnels, right? And be good at storytelling and they'll still work out just fine. Right? Why? I'm not making that up, okay? I've seen a lot of people with their funnels look like straight up trash, but that's fine. They sell like hotcakes because they're good at the story part. And that's the reality of it. It's not so much what the funnel looks like, it's can you evoke emotion in those who are coming to your pages? Can you evoke over your business? Can you evoke emotion? If you're just another faceless corporation and literally your entire company is represented in a single logo, people are not in love with you. They might be in love with some outcomes that you get. But then if another person comes along and can beat you out, they'll start comparing you on features rather than emotions. Okay? That's super important what I just said. If you want to be compared by features, don't tell stories. Right? And what I'm saying is someone will always be better, faster, stronger, right? And you might be number one. That's great. That's awesome. But man you will fight tooth and nail to stay there which is great. And you know I'm fighting tooth and nail to try and be one of the best funnel builders in the world. And that's what I'm doing. And I have tons people asking me to build their funnels, and I cannot accept them. Way too much going on. But I ... That's the whole reason for it. Get good at telling stories and you'll have to sell hard ... You'll have to sell hard less. Get good at marketing, and it negates some of the need for hard sales. Get good at telling stories and you're not going to have to compete on features. Right? Because there's an emotion behind it. You know what's interesting is as I was launching this webinar, and I'll end it here. As I was launching this webinar, there were ... The very first week there was a whole bunch of issues with it. I mean there's tons of issues with it. I knew that. And my customers knew that. And they were willing to stick through some of the weird things. Some of the tech issues I hadn't figured out yet, or just hadn't put any attention to yet. They were willing to stick through that stuff because of the emotional connection they have felt with me through these podcasts. Right? I'm still on an MLM product and it's doing really well. And I've got a whole separate MLM show and because I have created that connection with those people, I hardly had to sell them very hard at all. Right? Hardly at all. And the weird stuff, that's the whole point of it. Guys, I just had my router, or modem get moved up into my actual office here where my computer is because my speed was slowing down. You know my router was ... They just barely left actually. My speed was slowing down because it was in the other room, another floor actually. And so it was cutting my upload and download speed in half, and I was frustrated. I'm not going to lie. And I was super frustrated. And when I called them, this lady just chummed it up and chatted with me and talked about where I was from, and the people that showed up on the doorstep, they came and they ... When they switched on the stuff they were awesome. And it wasn't just about the business. They took the time to treat me like a human being. Like a person. Like someone they would want to actually talk with. And it was noticeable to me. And I've actually sat and reflected on it here earlier this morning. And it was like, huh. You know what? I was actually totally fine, and I was more understanding because of the stories that they brought me through. Both my own, and their personal ones back and forth and that's what brought the connection. That's what brought the emotion. And I was willing to actually put up with some stuff that was a little bit weird, that frankly if I didn't want to put up with, maybe I wouldn't have needed to. Right? But I did put up with it, and now that everything's fixed it's fine. It's great. Everything's awesome. It's fast. The internet's great. But it's because of the stories, and because of the emotional connection. And if people are continually bombarding you with these features like, "Well this is faster. This is better. This is ... What about this? Can I get a cutdown here?" It's because they have no connection with you. Start telling your stories. Don't be afraid to talk about your pants ripping. Or don't be afraid to talk about the way you got into this. Just publish. This whole funnel game guys. All of it. That's what I'm trying to say. Anyway. I feel like I'm saying the same thing over and over again. But you can screw up on your funnels in a major way, and be good at publishing and storytelling and you'll still do great. Okay? That's like being insanely ... That's what funnel is. It's a story. It's a progression. Sometimes people have great conversions on their pages, and I start to looking at them and it's like, "Well it's because you're just talking to me like I might be a potential sale. You're not actually talking to me like a human being. What's the story here? What's the hook?" Okay, that's another word for it. "What's the hook throughout the whole thing?" The hook of the headline, the hook of the sales copy. Anyway. Anyway, that's what I'm trying to say. You guys, I hope that makes sense. And what I would do as far as an actionable thing from this episode. I would sit down, and I've got an actual whiteboard right back there, and I just put down storylines of all the things that are going on in my life. And when I'm like, "Ah, you know I kind of want to put a new podcast out there. And there's this principle I want to describe. Cool, what story can I wrap it in?" Right? Get good at story telling. Get good at that piece. And what I would do is if you're like, "Hey Steven, I really want to start publishing," I would seriously challenge that and invite you to reconsider. But if you're like, "Hey I really got a ... I want to practice. I don't feel like I'm good enough at this yet," just start I mean ... Start telling other people's stories, okay? My dad is actually super good at this. So as a kid, he would just tell us random stories all the time. I didn't realize this until literally right now. And he would just tell us stories all the time. And he would make them up right off the top of his head, and they were completely imaginary. But he helped me get good at storytelling because of how he would do it all the time. And then it would be our turn to tell a story. And he came over ... He was over here like a week ago, and I noticed he was doing it with my kids. And I was like, "Huh." I don't think he realized what he was doing with me when he did that. But he lays down on the floor with them, and they're all just kind of looking at the ceiling and he just starts telling a story. And seriously it'll be about my two girls and a make believe kitty. And they go on an adventure. And there is conflict. And there's resolution. And it's literally, it's an epiphany rich story. I don't think he realized that that's what he was doing. But that is it. Okay. And then at the end, he'll ask my little girls to start telling a story. And they're four and two. Right? And they're practicing ... And of course the plot and the conflict, and the characters, and all that's not that amazing. Of course it's not. That's totally fine. It's just getting in the habit of it. Coming up with the imagination piece of it is huge. If I was to go back to school, which I seriously doubt I'll ever do that. But if I was to do that whole piece over again, I would focus on storytelling. I would focus on debate. I'd focus on design. Right? I'd probably get the marketing degree again because I did learn some great things from there. But that would be where the focus is. It's the ability to create. There's a book sitting right next to me, it's called A Whole New Mind. I recommend it to everybody. It's absolutely amazing. It's a book, it's by Daniel Pink. The subtext is Why Right Brain Thinkers Will Rule the Future. And the context of the entire book, and the premise of the book is that, look, especially in Western culture, are you farming right now by necessity? No. Are you sewing your own clothes? No. Are you building a dam to create electricity? No. Okay, the majority of the  basics for life are here. Right? You have to actually work to die of poverty in this country. Right? You do. In almost every country now there's welfare programs. It would be hard. You literally would have to do nothing. Okay? To try and make sure that you would die by starvation. Right? There's programs. It's hard to fail. Okay? Because of that it is such a huge crutch. Okay? Huge crutch for a lot of people's progress because if the need really isn't there, then I don't really need to figure out how to make this whole business work. Right? I don't really need to learn about story telling. But the whole premise of the book says, look, there's so much that is actually taken care of for us right? The left side of the brain, the very analytical side, factory work style. The future belongs to the right brained thinker. The storyteller. The creative. I'm inviting you to learn how to do that. To learn how to be a creative. Okay? And if you're like, "Ah I don't know how to be creative." Guess what? I didn't know how to do that stuff either. Okay? Pretty sure my dad stimulated a lot of that by just telling lots of stories. He'd do it at dinner about his childhood. He'd do it at bedtimes. And he'd do it all over the place. I had no idea. I had no idea until literally like just a little bit ago as I started watching the way he would interact with my girls. And I was like, "Wait a second. This has been like a patter throughout my life." And I wish ... Anyway, I'm just glad I recognized it early on. Tell stories. Even if they're complete make believe, tell stories. Get good at telling stories. Marketing is story telling. Okay? It's the transfer of belief by changing the story inside someone's head. That's all it is. Okay? And your ability to do that is like ... It takes the cake on 90% of the stuff that I teach in this podcast. 90% of the internet marketing world, okay? Just get good at telling a story. Anyway, I'm saying the same thing over and over again now. I just hope that makes sense. And I want you guys to go through and start doing that. And like I was saying before, actionable stuff, guys just start keeping a list of the things that are going on in your life. The little storylines right? And if you look at ... Inside expert secrets, right? What makes a story is a character, right? And a plot, and a conflict. I think those are the three. And just start coming up with that. You're the character. What's [inaudible 00:24:49] storyline? Where's the plot? Where's the conflict? Where's the resolution inside of it? And then boom. Just keep coming up with it over and over and over again. Script writing, I'm not amazing at script writing. But I'm pretty good at storytelling. And because of that I have gotten by pretty well with it. And I did a lot also when I was a ClickFunnels employee. And at least the basic foundation of a lot of those things that I would write would be okay. Especially by the time I left. And they would be just edited rather than scrapped completely because of the storytelling. It's the storyline. The funnel has a story. The page has a story. It all links together. They're all one big story. And it links into your origin story as to why people should get there. Anyway. Sorry to keep saying the word story. Story story story story. So go think through the things that are going on in your life. The things that are strength, the things that are weaknesses, right? But more importantly, your differences. All right? I just told you that I ripped my pants on stage, and it was awkward. And it's because I don't care. It's because it develops my attractive character. You literally have more a bond to me now emotionally than before I told you that. Okay? It takes me and makes me a more real person inside your head. Right? I know that's what's happening. Anyway, start doing that to your own people. That's all I got for you guys. Talk to you in next episode. 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 more prebuilt sales funnels today.

Click above to listen in iTunes... I STOLE from Russell Brunson when I was poor (one of his favorite stories), but here is what I learned from it.... What's going on everyone, this is Steve Larsen, you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels, and now here's your host, Steve Larsen. Steve Larsen: Alright guys hey, real quick I just want to let you know about the time that I stole. Okay, I do not condone this behavior, I have since gone to these people and said sorry, and actually this is one of Russell's favorite stories, 'cause I actually stole from Russell. I stole from Russell when I was in college and we had nothing, we had like hardly any money, and I knew that if I just could get my hands on one of his courses that I would be able to be successful with the thing that I was going forward with. It was true, and I was, and it was great, but I got a copy of his course from a bootlegger and I don't totally know how, I think I was poking around on YouTube trying to find versions of it and things like that. I was like I've just got to, if I could just do this one piece I know I'd be successful with it. I went and I, there was some guy in the description who was telling everybody, hey if you need copies of X, Y and Z go ahead and reach out to me. So I was like sweet, oh awesome, and I feel bad, like don't do this okay. This was a stupid thing, it was a very bad decision and I don't know what else I can say because I mean it's not right and I do take that seriously. You know what's funny is so I got the course and I learned a lot from it, it was great, it was awesome. It was actually Dot Com Secrets X, you know one of the earlier courses. I shouldn't say earlier, I mean he had been having lots of courses out there and stuff. But this one was a three month course, it was awesome, I went through it. It was fantastic, it actually was very life changing for me, it was very life changing. Changed what I was doing, and I mean it was awesome. I was laughing that I ended up getting hired by Russell, and one day I was like I've got to tell Russell this story. For the sake of number one apologizing and you know I obviously offered to pay for it, I offered to pay the price for the course and everything, you know I felt bad. I mean it's wrong, and it's not something that I'm honestly proud of that I did, but I often would sit back ... The reason I bring this up is because I would often sit back and I would think to myself, like why would this marketer, why would this guru, why would this individual not give his course away to me for cheaper? It was a question that would go through my head a lot, not that I was mad, I wasn't mad at all, but I was just like gosh like why can't I get this? I would love to go through this course, I would love to learn what this guys teaching, maybe it could change my life. I knew that I would take it seriously, if I could just have the content, if I could just have the stuff, right? What's funny about the whole thing is that, okay so I ended up going and I got the course and I went through it and I applied it and it was great. A lot of times what would happen was there were these pieces of jealousy that I would kind of go through, this is kind of early on in my endeavors on the Internet anyway. I'd kind of get jealous and a little bit mad and be like come on, like give this to me cheaper, I would love to have this thing. I was excited when I finally got Russell's, but I was ... I just wanted the discount, you know, and you may have gone through this before, I just wanted to know. I just wanted the discount, I just wanted to be able to go through the content. There was, I think I was in the gym, I think so anyways, I'm recalling a lot of memories right here. But I was listening to a podcast of Russell's, okay keep in mind I had just stolen a course from him. I had stolen the course and what I learned from the whole thing was that he basically said that like look I don't discount prices, pretty much ever, because if you can't afford this thing it means you actually need it even more. I know it's kind of a weird way to say that, but think about it this way, if I ... Let's say I was in like high school okay, in a high school when I was going through these different classes, or even in college when I was going through these different classes. Actually college is probably a better example, you don't start at the senior level classes, right? You don't, what happens? You'd go into the senior level classes, obviously there's like some crazy person out there who probably did, and did great at it or whatever. But you don't start at the senior level classes, you start at freshman level, and you start with basic stuff, and you start with foundational things and you hustle through a little bit of Mr Miyagi type of things out there. Like why am I doing this? Paint the fence and the floor, you know stuff like that. It's good that an individual wants to be able to go and get the course, that they'll go and they want to pay coaching, to get coaching from the guy. They want to be able to spend time doing the thing, you know what I mean? What I realized though is that a lot of personal development happens inside of business because prices are set as they are. Meaning, when I couldn't get to Funnel Hacking live, I had to do a ton of stuff, a lot of experimenting, a lot of soul searching. A lot of grinding, a lot of problem solving on my own that I would not have had to have gone through if I had just been able to just buy the tickets outright. I had to get creative, I was trading tickets for funnels. Back and forth, and back and forth. What's funny is when I learned that, when I realized that, that's what was going on, and that was the lesson I realized that I actually fell in love with the fact that I didn't have money for it. Now not the fact that I didn't have money, but I started learning to love the problem. The problem being that I did not have money to get the thing. When I knew that what a guru was offering was a good thing, when I knew that the product they were offering was amazing, when I knew that it would change my life. If I had to work that much harder than the other guy just to have the money to buy it, I knew that I would actually do it, I knew I'd actually apply it. How many times have you bought a course and you've never actually done anything with it? Okay, how many books are sitting on your bookshelf that you've actually never read? It's the exact same thing, and obviously I believe in learning with purpose and you guys all know that. I don't just learn anything for the sake of it, if I need to solve the problem in front of me then I'll go read the related books and take the related courses, but I don't just read just willy-nilly. I don't go anywhere, like whatever. But what I'm saying is I don't discount prices, and it's for that exact same reason, I don't discount prices. Russell didn't discount prices, when I finally left college and I had learned that lesson, and I fell in love with the purification that comes with trying to just solve the problem. I was so enamored by it, I wanted all the other students, and all my friends, and all the teachers I was with to learn the stuff that I had been learning. So I left college and I went and I grabbed basically 30 books, and 30 Dot com Secrets books, 'cause I was not working at ClickFunnels. I started shipping out all these books all over the place, tons of them. I'd ship out books to these friends and all these people kept asking me, like how are you doing what you're doing? Dude are you kidding me that's crazy, how are you doing this? How you are doing this? I kept telling them like, just wait dude I'm sending you something, you got to read it. Okay. What's funny is I sent out 30 of these books and you know how many people actually read the book? None of them. Not a single person. Why? It's 'cause they didn't, there was no actual sacrifice that they gave on their part to actually take part in the course. To take part in the learning, to take part in the development that they were looking for. They had done nothing except think about it, one time. Oh it'd be so nice to have that, they're not in love with the thing, they're in love with the idea of the thing. Does that make sense? So I don't discount prices. Any time anyone of my buddies, or anyone in my past, or even any current customers or people who listen to this podcast, whatever it is. Anytime anyone comes to me and they say, Steven please will you look at my funnel? My answer is yes, here is my coaching link where you can buy my time. Why? It's not to throw the finger at the people who are asking that, it's not to go and rub it in peoples faces. It's because if I actually do it for free I rob them, they won't do anything with it. You know how many times I've done stuff for free for people, I have built so many funnels for free on the hopes and the promises that it would be worth tons in the future. Hey Steven please build this funnel, we got this great opportunity, if you build the funnel we'll give you 50% of the revenue for the rest of your life. That's a dumb deal, that's a bad deal, very stupid deal, right? I'm going go do all the work and then they take half the money for it. First of all it's crazy, second of all when I learned, when I figured out that nobody that I was building these funnels for were actually doing anything with them afterwards, I got ticked. I got so mad, I realized that, that was honestly only like a year and a half ago, a year ago. So I stopped building funnels for free for people, and I stopped giving my products for free, unless it was strategic, like a front end or something like that. I stopped giving me, I stopped giving my stuff for free. I'm unapologetic about it now, and it's like it is this price, number one because it's worth that much, I make great offers. I know there's amazing value in them, but number two I literally know that you will not do a darn thing with it unless I have you give a little sacrifice and put a little skin in the game. You know what's funny about sales funnel broker coaching, it's no different than anything else, right? 80/20 rules still applies, 20% of them do anything, it's true for any event. It's true for ... I had worked so hard to get to Russell's first Funnel Hacking live event, by boot strapping my way there. I took 52 pages of notes at that event, I stayed up, I did everything that I could. I was drinking deeply, if they said we're doing this, I participated, full in both feet in the whole time. I was baffled at how many people didn't even bring their note books home with them. That they had left out on the chairs for all of us, with all the slides and all the speaker notes. Like are you kidding me? Do you not know what they just gave us? But it didn't mean the same thing to those people, they hadn't actually given anything of their self away. What I'm trying to tell you is number one I don't discount on price and you shouldn't either. Unless there's something in there, but usually the first thing people go to, okay lets say that you're going to sell something to me or to a buddy. You go to the buddy and you say, hey here's a thing, and it's a $1000, and someone goes oh will it do this? A lot of times the knee jerk reaction to any rejection is a price decrease. I mean that happens all the time. A price decrease, someone literally decreases the price, immediately as soon as there is an objection to your product. Oh don't worry it's 30% off today. If you're doing that it means your offer isn't good enough yet. If the offer is amazing you don't have to compete on price, it's the exact same thing for what I build, for what Russell builds, for all the things that I put out, for what Russell puts out. I know their good, I know their good and I do not, I am not apologetic and I'm not embarrassed. I had a hard time ... I'm just being open with you guys. I had a hard time charging money for my stuff for a while, and I know it's actually quite a common concern. Where conceptually you understand the marketing stuff, you understand the business, you know the automation pieces but you're not actually doing it 'cause you don't have a product because you're too afraid to charge something. You're too afraid to ask for someones credit card number. I know in a lot of cases I'm preaching to the choir here, like you guys get that, but there's a lot more cases out there than I ever realized until I started coaching people how to do this stuff inside sales funnel broker coaching. I did not realize how big of an issue it was mentally for people to have to overcome that. I know I've talked a little bit in the past about ways to get around that, you know go buy a product for $1000 to give yourself emotional permission to go sell stuff for $1000. If you feel like you can't charge $10,000 for something, you should probably go pay $10,000 for something. There's a lot of ways to get around that emotionally, and get through that barrier but what I'm trying to tell you is like stop, don't apologize for charging people. You actually do a disservice when you give it for free. You do a disservice if you deliver in any other way. Don't be afraid to charge money, and don't be afraid to charge more money than the competitor. Don't be afraid to charge more money than other people around you. If you walk out to ... Let's say you go to a car lot, okay a brand new car lot, brand new Lamborghini car lot and you walk out to the car lot and you say, hey I would like to look at this Lamborghini and they say great come on with me sir. You're walking, and let's say you even wore a suit, because you might go buy a Lamborghini, and you have the cash for it and you're super stoked. You've saved up and it's been on your dream wall, and you know the exact model and color. You know everything about it and you walk up and you see the car and you know it is. It's beautiful, I'm not even that much of a car guy, I'm just saying. You walk up to this car and it's beautiful and you're like, this is the one, I have waited so long for this car, how much is this? The sales guy looks over at you, and the sales guy looks right at you and he starts to smile and he goes, you know what I can tell you really like this car, just for you this brand new Lamborghini, it's only five grand. What would you do? You would sit back and be like, what's the first knee jerk reaction that you would have to that? You would ask what's wrong with it. What's wrong with the car? Why is it only five grand? I'm expecting to pay like a hundred times more than that, I don't know how much a Lamborghini is, I'm not really a car guy like I said. But you'd expect to pay a lot more money, right? A lot more money, it's the same thing with your offers, what ends up happening when somebody goes out and you start price decreasing right out of the gate, it immediately starts to plant these little seeds of doubt inside of the perspective customer. It starts to put inside their head questions like, what's wrong with it? Oh so it is okay, and you need to keep reassuring them. Well does it have these other features? They may not even care, they might not even use them, like the billion settings on your car stereo, how many of them you actually use? Like three, the on button and a few others, you know what I mean? I'm like features don't really sell very well, it's all about benefits, you know what I mean? But that's what I'm trying to say, so I am unapologetic about the pricing that I place there. You know what's funny about that is I typically get a higher quality customer with higher prices. When I was selling a lot of $100 funnels and $100 products and things like that, and since I've taken a lot of them off the market, I don't want to sell that. I know this is stereotypical and it was not true in every case, but $100 product brought a very different customer to me than I wanted to work with. Again it's not at all me being selfish, it is very much me deciding who I want to work with, and realizing that the individual who is scraping to get $100 probably is working on a different problem set in their life than let me start a business. They might be still solving the problems of hey how do I pay bills every month? Or how do I keep a steady job? I'm not trying to judge, I'm not trying, like I get it, it's totally fine. I've been there. You all know I've been there. There was a time like I couldn't afford that stuff, sadly I stole over it, but what I'm trying to tell you though is like there are a hundred reasons. There's tons of reasons why you should never discount price and in fact let the price bring the right customer to you. I'm not telling you not to do this either, but like this is such a powerful concept guys, you could literally take two of the exact same product, charge more, double for one of them and you'll get a higher quality customer, someone who's more status driven. Again, use that for good or bad, you know what I mean? Like use, it for good, but what I'm saying just know that, that's the power of this thing, that status is very much involved in an element of this. Working with someone who's figured out a lot of the basic problem sets of life, self care and things like that. They're going to be more attracted to higher prices, or I'm sorry, they're going to be more attracted to the lower prices. Again, I'm not telling you not to sell low, I'm not telling you not to sell high, what I'm trying to do is I'm trying to tell you that you don't need to compete on price. That it is okay to charge higher, that it's okay to unapologetic about it and that you are doing a disservice to somebody else when you do not charge enough money or when you give it to them for free. Just going to wrap the whole thing up here, I ended up telling Russell this whole story of me stealing the thing. He was laughing so hard, he's like, are you kidding me? I was like, I'm sorry man, like I will pay you right now, I have the money obviously and I will. He just started laughing, he's like, nah, that course brought you to me so whatever. So it's all good. I was like alright, as long as you feel like that's okay, but I just need my conscience clear about it 'cause it was wrong and I feel bad and I'm not a thief. Anyway yeah, so charge money and charge good money, and understand that if you feel like you can't charge money it really might be that your offer might not be good enough yet. So go back and look at it, keep tweaking it, keep tweaking it. But have price dropping be like your very last go to thing, when you're actually selling it. Don't decrease price, you decrease bonuses okay? You remove bonuses, you remove certain elements, little goodies and things like that, that you're going to go with it. That way the value that they're getting is less for the money you're charging. It's still worth it, they're just getting less stuff, does that make sense? You'll still get a better customer by keeping the price high and then just tweaking, and removing and playing around with it, and doing scarcity and urgency with bonuses rather than dropping price. Anyway that's it guys, be unapologetic about the price, hope you guys are doing great and I'll talk to you later. Thanks for listening to Sales Funnel Radio, please remember to subscribe and leave feedback. Want to get one of today's best Internet sales funnel for free? Go to Salesfunnelbroker.com/freefunnels to download your pre built sales funnel today.

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

  ...sadly, it's time... 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. All right. My voice is a little bit shot. There's another story to that, another time. I have not slept that much in the last few days and I just wanted to get this episode out to you guys, because of something that has happened very recently. I've actually known about it quite a while, but it's not been let out of the bag for quite some time now, and that is that I'm leaving ClickFunnels. I know. I know. I just heard your gasp during the recording of this. You gotta understand. I'm not leaving ClickFunnels, like the software. I am not longer going to be employed there. The first time I ever said that, the other ... Anyway. I should tell you some of the story, so you guys have a little context with this, then I've got somewhat of a treat for you. It is a huge bittersweet for me, a huge bittersweet. When I first got hired at ClickFunnels I was driving. I was at Rexburg, Idaho and I was driving over to Boise, Idaho. I'd never been to Boise, you know, this is where we are now. I was driving over there, and after I was driving away after the interview, the interview went great. I think I've told you guys about that before, but the interview went great. As I was leaving, the moment I got on the highway, they called me and they said, "Hey. We want to hire you." I said, "Oh. What? That's so cool." They're like, "Yeah, but I don't think you get it yet." They say, "We wanna hire you, but we want you to be Russell's actual funnel building assistant. We want you to sit next to him and help him build his funnels all day. Are you willing to do that?" I was like, "You're gonna pay me to do that? Uh. Yes." The moment that I hung up with them, I first screamed like crazy, and I pretty much lost my voice in the four hour car ride home. I couldn't believe it. I mean it's like winning the lottery, even better than that. Yeah. Actually that's a stupid, stupid analogy. It's way better than winning the lottery. I went and I called my wife immediately afterwards. I told her ... I was like, "Babe. You gotta understand that, first of all I just got hired, and ..." She was going nuts. I was like, "Babe, what you gotta understand is that like, our life just changed." Okay? It was one of those moments where I just knew the course of it had just shifted. It's a big deal, you know. I hope that you're starting to identify those moments in your life. For me, one of the biggest first shifts, professionally, is when I first got my ClickFunnels account. Another was when I first read DotCom secrets. I had been trying to do this stuff for a long time. Someone recently said, "Steven you're so lucky. You got to sit down and Russell taught you how to build funnels." No. No, no, no, no, no, no. I was already building well before I worked there. Okay. I had my own clients. I was making money for other people. I was making money myself. I definitely was ... I was doing it. I was in it. I was running. I was already in motion, and obviously I learned a lot, from Russell like crazy. You know, we geek out together all the time about it, but anyway ... I've had another one of those moments. Anyway, maybe I'll tell you guys the whole story sometime. Guys, I'm an entrepreneur. Okay? I don't make a good employee, and I know that. It's my fault that I'm leaving. You know, it's not like I'm being fired. I'm not being fired at all. It's kind of a mutual agreement actually. Actually, in fact, Russell kind of suggested it that I go leave for a bit. Gonna go pursue some of my own stuff, frankly because I keep doing my own stuff on the side as an employee there, and... Anyway, I just so love ClickFunnels and Russell, and I can tell you from being there almost two years, that ... Man, like, guys there's not another place on the planet like that. It's not that I'm just, you know, drinking the cool aid, or indoctrinated, or whatever it is, but I can tell you that everyone who's there, truly wants to change the world. It's not like it's this accidental thing. We are actively trying to actually change the world... I mean it's something that is intentional. That's kind of one of the main point of this whole podcast, is that I'm leaving ClickFunnels. There's a whole bunch of stuff I've been doing and selling on the side, stuff that you guys don't know about, stuff that a lot of people don't that a ... You know, I've been scratching my own itches, you know. Selling stuff like crazy, doing things in here and there. I mean, I've never really stopped, and ... Anyway, what made me actually, kind of just push it over the edge, cause it's been on my mind for a while, really since like, June-ish, July-ish, somewhere around there. Maybe around August-ish. Somewhere around there, like mid-summer, late summer, somewhere around there. What really pushed me over the edge was ... I was talking to a mentor, a different mentor. I've got several mentors, which I recommend you all do, if you don't. I was talking to a mentor and he asked me ... He said, "Hey Steven. What's your five year goal?" I think I've talked to you guys about this before. I said, "I don't know." He said, "What do you mean?" I said, "I have no idea. I have no idea. I am focused solely. I never plan past six months, because I'm trying to stay focused." He goes, "Okay. I understand your point, but you gotta understand that you could be running in a completely different direction you actually wanna go, because you're not asking the actual hard question. What do you want to be doing in five years?" I was like, "Ah. I don't know." It stressed me out. It actually freaked me out. He's like, "Okay, well, what's your 10 year goal?" I was like, "I have no idea. I've never thought of that question before. I don't know. I'm just focused on what I'm doing right now and being the best in the world at it." I'm trying ... Am I? No, but I know I'm close. You know, I work really, really, really hard. Besides Russell, I don't know anyone else who's built as many funnels as I have in as many industries, like I just don't. I mean, I've worked super hard to get where I am. There's no shortcut to it. You can fluff it. Okay? This isn't some crappy thing that you ... You know, it's not a get rich quick thing. I hope it is some day. You know what I mean? Whoever said, "Don't worry. It's not a get rich quick scheme." He's like, "Oh dang it. Really? Darn it." I understand what they're saying. I hope I get rich with it. You know what I mean. Anyway, that was always my come back when they ever said that. The point is that, it freaked me out. I didn't know the answer to it. I did not understand what I actually wanted. That question haunted me. What's funny is that most of the time, whenever there's something that new that pops up ... Whenever, there's something that pops up that ... I'm good under that kind of pressure. I actually perform quite well under pressure. It's one of my skills. I like pressure, good pressure... You know there's bad pressure too, but there's good pressure. Good stress. I love it. I love being under that kind of stress, cause it's very growing. It's very uncomfortable, and at the end, I always pop out the other side with more confidence, more skill, a better know how. You know what I mean? And so, I look forward to those things. This guy's asking me, "What do you want to be doing?" It actually scared me. I went home and I started talking to my wife about it. I was like, what do I actually want? I didn't have an answer for a while, which scared me, because I was kind of tricking myself, cause I really did know what the answer was. The answer was ... I kept asking myself that you guys. I mean, an obsessive question. It's not like me to do that. I like the stress. I like the questions that come, because I get to tackle 'em, challenge 'em, move forward. Tackle 'em, challenge 'em, answer it, move forward. I couldn't answer this one. It was like I was wrestling something that wouldn't go to the ground. I was like ... It's not like me. You know, I try and just have a very aggressive attitude and it comes to my profession, cause I'm dealing with my family finances, you know? I'm not being a pansy about it. You know what I mean, I'm trying to ... I'm not trying to accidentally make money. I am trying to make money. You know what I mean? Funny enough, I think some entrepreneurs, you know, will get themselves kind of in that rut, where they're like, "What? I don't want to feel greedy, so I'm not trying to make money. I'm making it for those peop ... I'm making it for that like ... No. I mean, you can make it for yourself, you know, with good intentions. You know, anyway. Different subject. It scared me. For honestly, probably several days at least, which in my brain is a few years, I just couldn't answer the question. Finally, one day ... This is probably three months ago. Yeah. It was probably three months ago, maybe three and a half-ish. Anyway, one day I was sitting there and I was like ... I asked myself again. I was like, fine. I'm just gonna be totally honest. I'm gonna get to this place of vulnerability with myself. I was like, Steven. What do you want? I immediately just blurted out, "I want to run my own company. I want to run ... I've always wanted that, which is ludicrous to leave what I've been in. I get that. You have got to stare at yourself in the mirror and answer that question at some point, you know. Maybe it's that you are scared to death and you really think you may not be able to make it as an entrepreneur. I mean, challenge that, you know. Is it something you want? Then don't back down. You know, whatever it is that you're really trying to do. I was like, "Gosh. Dang it. I don't want to leave ClickFunnels. I don't wanna leave ClickFunnels." I still don't want to leave ClickFunnels. Most people leave their job, because they hate it, or because they finally beat the nine to five, or whatever. I could legitimately say I love Russell like a brother. I would do anything for him. I have got to scratch this itch. The answer freaked me out. And so, after a lot of conversations, a lot of long conversations, honestly a lot of ... I'll be open about it. I totally broke down in the bathroom at work, several times. I am not excited to leave ClickFunnels, for the sake of leaving ClickFunnels. I want to be there, but I'm trying to follow the answer and actually, the answer that I've given myself, and I've actually kind of been uncovering, which is that I wanna run my own company. I think I'll do a great job at it. In fact, I think I'll do a very good job at it. I'm cut out for that kind of thing. You know, my brain works that way. I'm excited, which is, I think is one of the reasons I've been a good assistant for Russell, you know, cause ... It's not like I'm managing just to funnel. There are parts of things where I'll manage, like whole aspects of what we're doing. You know what I mean? I'm excited to do it. Please understand. I'm not trying to showboat or be like, oh, Steven this, X that. You know, you're showboating. You're being whatever. That's not what I'm saying. What I'm saying is that, you have got to stand with full confidence in the thing that you're trying to do, and stop apologizing to others, but especially yourself for what your goals really are. Pause for effect. Okay? Think about that. For a long time, I'm know that, that's what I want to do. I've known that since high school really. It's always been a part of me. You guys remember a few episodes ago, I went and I actually talked about the ... I called myself the seven year overnight success story. I talked about the 17 businesses that I can remember, that I failed at beforehand. I mean, a ton of stuff. It's my not first rodeo at this stuff. It's not my first time making money on my own. It's not my first time failing on my own. It's not my first time creating awesome stuff on my own. I'm excited to go do it again, but I'm very excited. I've had several of you guys reach out, as kind of the news spread out there a little bit. This podcast will definitely continue. This is not affiliated ... Technically it's not affiliated with ClickFunnels. I just am obsessed with it, and what I know the mission of ClickFunnels is, and what they're trying to do. I talk about it a lot. Okay? Sorry. My voice is like shot you guys. I'll tell you what's happened in a little bit also. Anyway. That's what the lesson of this whole show is. This episode anyway, is that ... Get honest. Okay? When Garrett White stood up, a few lives ago, he stood up and he said, "You've gotta stop lying." Okay. He said a lot of expletives. He said, "You gotta stop lying. Stop lying. Stop lying. Stop lying. Stop lying to yourself. Stop lying to your family. Stop lying about your goals. Stop lying on what you really want. Stop lying about any desires you really have, things that freak you out. Whatever it is, you gotta get to this place of ultimate vulnerability and it's not easy to do." What's funny is that most people don't think that, that's honestly what it does take to be an entrepreneur. You've got to do those things, just like Robert Kiyosaki said. Any venture you start in any business, funny enough, it's your character flaws, a lot of times that blow up in your face and keep you from moving on. Not other stuff. Yeah, you gotta have an opportunity. Yes, all those other pieces get in there. All of those other ... Like that stuff matters. Awkwardly enough, until you address some very critical, key character flaws, you won't move forward, not at a quick pace, and not at a pace that you're hoping to actually make money at. That's what this whole things been about for me is just ... I'm just trying to be real. Steven, what that have to do with building funnels? Everything. Okay? Everything, has everything to do with it. Just get real about it. I was watching a post from someone the other day. They were saying how they're trying to build several funnels a week, or even like, one a day, or something ridiculous like that. I was like, "That's not the point. That's not the point." I know some people have used that strategy before, but some people use it as a distraction, where it's like this goal. It's this badge. "Oh, I built a new funnel every week for the last six months." Cool. And you're still not making money. Okay. You missed the whole point. Just choose one. Get good at that one. ClickFunnels comes with hundreds of funnels that you can go build. Truly, you need one funnel to actually kill it. You know what I mean? I mean, there's a lot of stuff you can do the other's for as well. Focus on one. You know, obsess with the one. Get real with yourself about what one thing you're actually trying to do. That's my challenge to you. A lot of you guys have asked. A lot of you guys have reached out. Steven, why on earth would you leave something like ClickFunnels? I get it. It does sound absurd, but I actually never in my life thought that I would go into the MLM industry, but I am. The reason why is cause, I'm frankly a little bit ticked off at that industry. Russell and I were looking at a definition of entrepreneur the other day. I actually really like it. The definition was that, an entrepreneur is somebody who takes responsibility for problem that is not their own. I was like, interesting. I have been obsessed, actually, silently ... For a lot of you guys, you don't know this, but for the last three years, I've been obsessed with trying to help fix the MLM industry, meaning, I think it's stupid that you gotta go talk to your family members and friends. I think that, just like in any other business on planet earth, if you sell the same thing, like in any MLM, or in any industry, or in anything else. If you sell the same thing as every other person out there, with the same script, the same everything, you're gonna really struggle in business, for some reason, all these MLM'ers think that it's gonna be different for them. That's not. Uplines don't teach that crap. Corporates don't teach it, because they don't know. I'm super fired up, really passionate about it. There's a lot of things I'm doing in the industry already that a lot of people don't know about. That's what I'm leaving to go do for a while. I've got a piece of software that I've been creating, that'll be done, honestly probably in about two months, that's killer, it's amazing. I've got a whole bunch of auto-recruiting funnels. Got all these cool .. Anyways, I've been building on the side for a long time. I've launched the beta of it about a year and half ago. Went great. I learned what was wrong with it, learned what was great with it. I've got a whole beta group that's been running for months. There's a lot of stuff going on, a whole podcast has been created out of this, which is killing it, so anyway, that's why. I'm very passionate about it. I'm passionate enough about it to leave the insane, insane, amazing, incredible, other synonyms, cool job that I had at ClickFunnels. If you compare what I'm leaving to what I'm gonna go do, it must be pretty freakin amazing. That's all I'm saying to it. I hope you get that, that I understand very much, what I'm doing and the pain is huge, which must mean that the potential for pleasure in what I'm trying to actually go do, must be even bigger, and it is, and it's stuff that no one's ever done before in that industry. I just wanna go help it. It drives me a little bit crazy. Anyway, it's not a pitch anyone. A lot of people have been asking and I thought I'd just answer it here. Anyway, I hope you guys get real. Get real is what it is that you are trying to do in your life. If you are not doing it, I beg you to get real with yourself, and figure out exactly what it you're trying to go do, and be willing to jump out without your parachute being built yet. Don't worry. You'll build it on the way down, cause the fear of hitting the ground's gonna be too strong. That's just how it works. That's just how it works. This game has so much less to do with being perfect before you do something, as it does with just taking action, and just doing stuff. You know what's funny? 80% of people out there, which I'm is much more than that, are just freaked out about life in general. If you're one of the other 20% that just does, something, you're already ahead of everybody else. Just do something. That's really what's been on my mind past little bit. It's like, man. Just get out and do it. Whatever it is that you've waiting for. "I just gotta have this membership site done," or, "I've gotta just, get this last piece together," or, "I gotta get this contract done," or, "I gotta meet with my lawyers." No you don't. "I gotta get my logo done." I hate that one. It's not true at all. "I gotta finish my website." Barf. No you don't. Okay. The only thing you need to worry about is selling. That's it. If you've never sold your thing, but you think it's gonna be the thing that saves you and gets you out of your thing, wake up. Okay? Papa Larsen's getting real with you, okay? Wake up. Quit hanging onto that false dream. It's not a real dream... What you do is you get real with yourself, and you get to a place of vulnerability, which is gonna take you, learning how to trust you, and a different level you've never gone before, and you say, "Oh my gosh. This is where I actually want to go." Then you have the cohunes to get out there and try and sell it for the first time. If people are buying it, ah, awesome. Now you're getting into a spot where the possibility of you leaving your job or changing your business, or whatever you're trying to do, actually can become real. Before that, you're just lying to yourself. Anyway, sorry my voice sounds weird. I pretty much didn't sleep over the weekend. I think I'm getting sick. I'm trying not to. I don't want to admit it, cause I feel like that's part of me getting sick. I don't know if that's true at all. I really don't want to get sick. Anyway, so I'm leaving ClickFunnels you guys and I'm really bummed about it, but it's because I've gotta go cut my own path. I'm just being true to myself. I'm stoked to do it. I'm extremely passionate about it, but there is a level of Steve Larson that the world has not experienced yet. I've done a lot of stuff in a nine to five setting, with Russell, which is, it's way more than nine to five, but you know, normal job. Oh Mylanta. I come back and I get all this other stuff done in the evenings, on the outside of my job there. A lot of people are like, "How do you do all that?" You haven't seen anything yet baby. Here comes Steve Larsen. Okay? I'm super excited. I'm just gonna come out of the gate just running and I excited to do it. I'm excited to be more a part of it, the entrepreneur world. I'm gonna figure it out. I got no doubt in my mind about that. I've already done a lot of testing a lot of the way. I've already made a lot of money along the way with my testing. It's been great. Anyway, Honestly I was planning on taking this episode an entirely different direction, but that's what was from the heart. Not necessarily about funnel strategy, but very much having to do with where you're trying to drive your ship. Some of you guys are running super hard, but in a weird direction. You just gotta get real with where you're trying to go, and not confuse, like I said before. Don't confuse your movement with achievement. It's not the same thing. If something doesn't have to do with selling your thing, quit doing it. You know, if you're not doing the stuff that you ultimately want to be doing in the next five years, change it. Get to it. Anyway guys. You're all awesome. I love this community by the way. I absolutely love all the guys. I love everyone who listens to this show, not just cause you're listening to it, but because I know that you guys are fighters. I was tired for years, of being around people who are just trying to just get by. "Well, I'm just trying to get by." It's like, really? "Oh Gosh. I have to work today?" I'm like, "Oh you kidding me? I get to work today." You know what I mean? I know this podcast brings those kinds of people around. I am intentionally trying to change the world, and I hope that you are as well. I hope you're bold enough to talk about that. It'll feel weird at first. It was weird for me for quite a while. It was not comfortable for me to say those kinds of things. I'm comfortable with it now. I've developed enough now. I'm in my own journey, in my own progression. I'm telling you right now. Iwanna change the world. Not exactly sure how, but that picture is coming more clear. Me leaving ClickFunnels is a big piece of me trying to get that picture in focus. Anyway, guys, talk to you later. Have some cohunes about your own future, and I'll 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 sale funnel for free? Go to salesfunnelbroker.com/freefunnels, to download your sales funnel today.

If you can figure out these 3 things, then you can make good offers... Hey, hey. What's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. And now, here's your host, Steve Larsen. Hey, hope you guys are doing great. It is a fantastic, what is it, Monday night, and it's a little bit late. I am loving the day though, great day, went awesome. Recently, Russel did a webinar and went fantastic. I know that I've mentioned it on here before but the webinar just ... I mean, it was incredible. The whole thing was incredible, really enjoyed every piece of it. It's fun for me to watch, fun for me to go through it and see all those pieces in action. And there's a pattern to ... and I don't know if I ever shared this before, so I thought I would. There's a pattern to how we create webinars. And Russel's unique ability is really offer creation, specifically webinars, I'll say that. Kills it with the webinar slides, with the webinar creation, all those pieces. And I am the Secrets Master Class coach, in the Two Comma Club program. And the whole purpose of the program is to help people get $1,000 webinar off the ground, which becomes the core of their business. So there's a place that we always start every time. I don't think I've ever shared this with anybody though, on this podcast anyway. When peoples webinars aren't converting, one of the biggest things I always notice right off the bat is it's usually that ... okay, if you haven't read the book Expert Secrets, some of this is gonna be techno babble. Okay? So go read the book Expert Secrets. I don't know why you have not read it. If you haven't, go ... it's seven bucks. I had a buddy once that was ... he was like, "Dude. How come you're not telling me exactly how to do this stuff?" And I was like, "I've told you how. Go get the book. It's free, you just pay for shipping." And he's like, "What? Hey dude, that's totally a scan dude. Are you kidding me?" I was like, "Wait a second. Wait a second. Dude, you're asking me," and this is a buddy I kind of grew up with a little bit, and he's like, "Dude, you're asking me." Actually, he's a buddy in the army. Anyway, whatever. I was like, "Dude, you keep asking me over and over again how I'm doing what I'm doing, how I'm able to do what I am doing both financially, both with my time, with all the ... I'm telling you right now, go get the freaking book and read it." And he was like, "Dude, no. It's got to be a scam man. Look at this. This is one of those sites that takes your money." And I was like, "You're paying for the freaking book. You're telling me you won't gamble seven freaking dollars on trying to figure out what it is I'm doing." He's like, "No. No. No. No." And I was like, "Oh my gosh. Okay." That's kind of my litmus test now. I don't work with anybody who has not read both Expert Secrets and DotCom Secrets. Maybe because there some technobabble and not so foundational. Anyway, whatever. All right. Anytime someone ... I recently did a coaching session with someone and they're like, "Hey. Could you look at my webinar funnel?" And actually this is a repeated coaching session topic. As the Two Comma Club coach, this is ... so anyways I was looking at the webinar. This is on one of the Friday calls that I do. It's a lot of fun. And they used to be four hours long, but I cut 'em down to two hours 'cause there's so much recorded content in there for people to go through already. But anyway, the part that people always mess up on ... I was going through four different people's ... I was going through their entire webinar funnel and script live, in front of the whole coaching program. And it was a lot of fun. I really, really enjoyed it, went through it. And the part that I've always noticed that people mess up on is really like only two or three things. And if you get these two or three things, the rest of the webinar script and funnel is really easy. And you can put it all together, a monkey can put it together. It's really, really simple. The most challenging aspects of it, right, after you've created a niche, after you've gone and you've created the niche, you've created a new opportunity, and you started to put an offer together. The most challenging thing that people have to figure out, and the place where people mess up the most on is figuring out their three secrets. Steven, what's the three secrets? The three secrets are completely based around false beliefs. And what people will do ... this is what we tell people to go do, go run an Ask campaign. Right? Figure out what people have got. Don't try and figure out what the market wants. Don't guess it. Go ask 'em. Ask 'em. Figure out exactly what it is that they want or that they're struggling with, and now you know what their false beliefs are, and now you know how to create your three secrets. That's like the spot, those three secrets. The three secrets and the big domino statement and the stack, those are the three different things. If you don't get your big dom ... If you have no idea what I'm talking about go ... seriously, go get the book. All right? I'm not asking you to buy it through my affiliate link. I'm getting no goodies by saying that to you right now. It is bar none ... I have a marketing degree, it is more valuable than my entire marketing degree, which took me five years to go through. Anyway, that's ... in all sincerity though, that is a life changing book. If you read DotCom Secrets and Expert Secrets, those two pretty much recap and more all of my degree, far more actually. But anyways, those are the three areas though. So, the big domino statement is the one where it's kind of like the first, you know, "How to blank without blank!" Right? That's like the headline of the whole webinar. People will mess that up sometimes, or they won't get it quite right, or they'll be too wordy in it, or they will say something that it just doesn't sound true at all. How to lose weight without ... eating cookies only. And I mean, that doesn't sound believable. You know? So, that's the first place, the how to without statement, the big domino statement, basically the title of the webinar. Right? That's number one, the title of the webinar. Number two is the three secrets. Those three secrets: internal false beliefs, external false beliefs, and vehicle based false beliefs. Now again, if you have no idea what those things are ... really, really simple way to put your marketing message together and your script in general. And what's cool is that I use that formula. I use the Perfect Webinar script in so many places besides webinars. I've used it in podcasts. Some of you guys don't know that's what I did to you. I've used it in email scripts. I've used it on stage presentations, both when I'm selling and not selling. I've used it ... I mean, I've used it a lot of places. It is persuasion 101, so don't think of it as the only thing you can do with it is a webinar. And then that third place that really people mess up on is the stack. Now, the stack is your offer. A lot of times people will not realize that they've gotta go and use the Stack Slide. The Stack Slide is the key to creating an offer in any business, any business. Stack Slide, it is the key, the key for the entire webinar, the key to your niche, the key to your new opportunity, the Stack Slide every single time. Whenever I'm creating anything, I use the Stack Slide. I think through ... what's the main offer? What are the three bonuses that directly address the false beliefs? Right? And what's a tool I can give 'em to help speed up the progress? If I can think through those things, boom, offer creation. Boom. Really, really easy to know that you're gonna win. Right? And it takes a little while, cause you gotta go run some Ask campaigns and stuff. So, anyways, this has been a little bit more of a techobabbly broadcast, and it already feels weird coming out of my mouth. I'm gonna be totally honest with you right now. I'm giving you freaking straight gold right here, but I haven't packaged it around a story so it's not really being delivered very well. And I know that, and I can feel it while I'm saying it. I've been doing podcasts long enough now to know that I ... it feels weird coming out. So please just take what I'm trying to say and just ... I wish I had, I should have packaged a story around this a little bit better. But, you know what? Here's one right here. Now, I didn't realize that I was doing this when I was in college. And I know I keep bringing up stories back in college time, but that really was the birth of me as an entrepreneur as I struggled for four freaking straight years failing after ... I listed it out once a couple of months ago, it's like 17 businesses I failed in before I had the first success. And it was an okay success, and the next one after that was like a huge one. And then, after that, it's been like bigger and bigger and bigger, and it's been awesome. But there's this product that was selling, and I was selling the product. It was a great product. And there was some up sales with it. There was a problem though. Every person that I was selling this product to, whether or not they bought the up sales, they would message me afterwords and go, "Great product Steven. Oh my gosh, great product. I'm loving it. This is so awesome. One thing though, I feel like the up sale should go with it." And I was like, "Greedy son of a ... are you kidding me? What? I'm not gonna ... no, it's the up sale. Are you kidding ... no, it should be with, you're supposed to buy that to get it. Are you kidding?" And I was like, "Ah whatever!" And then the next day, someone would ask the same thing. And that request started coming more, and more, and more, and more. And I was like, "Good grief! Oh my gosh, are you kidding me?" Anyway, I was really, really mad about it. And I was telling my wife, "Man, these bunch of people I'm selling to right now are just really greedy. They want all of it for the price of the initial thing." And I was like, "And I can't tell if I should do it because the market's asking me to. Is that what that is? Or am I selling to the wrong people and they're willing but not able to buy?" Where am I there? Where am I there? I might as well test it. So what I did is I took the main offer, the main product, I took the main product and I went and I took the up sale, and I made it a part of the first product. So when you got the product, you got the up sale also for free. Little bit of time goes by. Little time goes by. There's suddenly there's this big spike in my sales, and I was like, "What the heck is going on? Are you kidding me? Okay. Cool, cool, cool. I don't know what the heck, traffic source is the exact same. Why is there more sales coming in?" And then, shortly after that, all these people started coming to me, and they're like, "Hey Steven, you should put in that second thing. Put in a second thing man. We would love to have that. Put that in. That should be part of it because that's gonna help us do the actual ..." And I was like, "Daw greedy, are you kidding me? That's freaking ... you're supposed to buy that. I already added in the first up sale."  Anyway, I ended up adding in every thing from the funnel into the first product, which made it an offer. That's what made it an offer. And when I did that, huge spike in sales, and it sustained at that level for a long time, and paid for tons of stuff. It was great. Oh my gosh. It was awesome. Anyway, long long time. And I learned a lot from that. I learned that inside of every single funnel is a mini Value Ladder that your business overall ... my business overall was ... I had this Value Ladder where I had this free stuff in the front, like mid tiered stuff kind of in the middle, and then high ticket stuff in the back. Yes, my business was that. However, every funnel was also a mini Value Ladder. And I was like, "Interesting. And it's an offer." And I started putting ... anyway. Anyway, I hope that that makes sense what I'm trying to say here. But in these webinars, when you're going and you're creating 'em, you gotta understand that the Stack Slide is the key for everything. If you wanna go make a sexy brand new new opportunity, a brand new offer, as a B2B person. Boom. There's a way to do it, Stack Slide. Use that as a template. Let's say you are in network marketing, or MLM. What do you have as assets out of the gate? Well, if they give you physical products, cool. And we'll fill in the other spots of the Stack Slide. We need a few bonuses. And let's toss in a Master Class on how to use the product. Boom. Stack Slide. Done. That's the new opportunity, new offer going in. No one else has done that, so you're brand new. You just created a niche. You understand what I'm saying? The Stack Slide is the freaking key for how to create offers and create niches ... to create niches in places where it's all improvement based offers where it's no longer sexy. What's some of the least sexy businesses you can think out there? There's a bunch. But the way to make them sexy again ... you might be thinking Steven I'm in retail, how can I use these funnel things? Stack Slide. Okay? That's how you do it. Every time I create an offer now, whether it's at ClickFunnels or personally, I start with the Stack Slide. Okay? And what I do to fill it out is a go run an Ask campaign, figure out what the false beliefs are. That helps me figure out what my bonuses are, bonus one, two, and three. Again, if you don't know what I'm talking about, this is straight techno babble if you've never read Expert Secrets. Go read Expert Secrets. Okay? So I gotta start with the Stack Slide. Then what I do after that is I start thinking through the main thing that people are asking for. That becomes my master class. You know? Or the physical thing, whatever it is. Then I think through something physical as a tool, or a piece of software, or whatever it is that I can pull on with it. So, I'm putting the main thing with it, like a master class ... or let's say I'm in eCommerce, the physical product. All right. Now, let's give 'em some kind of tool. So if I'm selling an info product, what kind of tool could I give as an info product? Well, there's a piece of software, maybe there's some pdf guides, maybe some checklists before someone can use their thing fully. There's all sorts of stuff you could pull, and you don't have to come up with it. The market tells you. And then, there's bonuses one, two, and three that relate to the internal, external, and vehicle related false beliefs. Does that make sense? It's the template for every freaking business, for every single brand new niche that's out there that you are creating. The way to get into it is through the Stack Slide. And it blows my mind that people have a hard time understanding that. It doesn't matter what business you're in. It doesn't matter what industry you're in. If someones sitting there and they're thinking, "Oh, I don't know if that'll work for my business." If you freaking need customers or leads, it will work for your business. It's how you address the false beliefs of your market with products as the answer, and create a new niche. While you're doing that, you're also making the niche stronger. So it's harder for people to knock you off. Does that make sense? I'm sorry for how much techno babble ... I feel like I'm on a soap box right now. This has not been a normal episode of mine. But I hope that ... I hope that makes sense, what I'm trying to say here, that the Stack Slide is the key, not just for webinars. Okay? Webinar is just a ... it's a sales script. Right. It's a sales opportunity but what are you actually selling on the webinar? You're selling the Stack Slide. Okay? So take that Stack Slide, and that becomes the blueprint for how you succeed in whatever business you're doing. I don't care if there's 100 other people competing in the exact same thing. Where you differentiate yourself? Stack Slide. That's how you do it every single time. Right now, on my ... let me turn around here, my mic's on the other side here. Right now, on my whiteboards in my office right here, my home office, I have Stack Slides all over the place. New offers, new things I'm thinking through. Once you nail that Stack Slide, man, the funnel is easy to build. Steven, how does ClickFunnels build so many funnels so quickly? We start with the Stack Slide, that's how. That's how we do it. And then we think through like ... cool, okay, here's our offer. Here's our brand new offer. Now let's go find someone else who's done something similar, funnel hack them, add in our offer instead, funnel hack their traffic, figure where it came from. Boom. Ensures our success really quickly. That make sense? Not that we succeed out the gate every time. Mostly we don't. But on the second tweak usually we do. The second tweak. Tweak, not full readjustment. You know what I'm saying? That's how. So anyway, that's all I'm trying to say. I'm just trying to place emphasis on the Stack Slide. I feel like that's one of the themes that I keep telling people about all the time, it's like Stack Slide, Stack Slide, Stack Slide. If there's one thing you can do to figure out how to make more money in your business, Stack Slide. Stack Slide. Stack Slide. Stack Slide. I feel like I should ... before Russel knew who I was, I wanted to get his attention on social media. So I told him I was such a huge fan of ClickFunnels that I would staple his logo to my chest in one of his events. That never happened, but I did get a laugh out of him. And he did figure out who I was after that. But I feel like I should do that with your Stack Slides, like go freaking stapled to your chest. Okay? And it's all about that. If you wanna be competitive. If you wanna be the guy who's ... the person who's out there keeping everyone else on their toes, rather than you feeling like you're on your toes all the time and barely in business, it's because your offer or your Stack Slide isn't good enough. So go back to it. Get real clear on what it is that you're actually delivering, and that's the whole key to all of it. Anyway, thanks for letting me get on my soap box a little bit. I realize how some of that was a little bit technical, it might have been a little bit more challenging to understand just by hearing it. But if you seriously have not read Expert Secrets, go read the book. That book is fantastic. Anyway, I'm not just saying that 'cause I work there. I'm surrounded in marketing books right now. That still is easily, now you know, top five ever. Ever, of like any category. So, go read the book. Then you'll understand what I'm talking about. When it gets to that part about selling, specifically creating new offers with the Stack Slide, really really take your time. Don't try to power through it. Really take your time to try and understand how you do it. And then, create examples of different industries you would create offers in. Anyway, that's all I got for you guys. I will chat with you later. B'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/free funnels to download your pre billed sales funnel today.  

"Steve, how do you come up with content?" Well, here it is! Hey what's going on everyone. This is Steve Larsen and you're listening to a special segment of sales funnel radio. Now, a lot of you have asked, "Hey Steven how do I set up a podcast? or how to publish or how do you come up with things to say every single time? How do you get consistent with this? What's your routine? What kind of mic do you use? How do what to say? How do how you should say it?" and all those different aspects. And I'm excited for this episode. I think you guys are gonna enjoy it because I've had a lot of questions and I'm going to drop some answers here. 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 you guys are really, really excited for this. Now, right off the bat I'll tell you, this episode, I'm calling it the power of publishing and I'm going to ... I've talked about this before in the past. I've talked about how publishing is power. It helps you with so many things but I don't want to think is ... My podcast is growing like crazy. It's definitely not the top podcast out there. I know it's not. But my podcast is really only 10 months old. I mean, really? Maybe, actually, not even that. The first month I had, I think, 1,100 downloads and it was all organic. 1,100 downloads than 1,400 downloads, then went to 3,000 and 4,000 then jumped up to 5,000 in a month, and then it did this massive spike and went to 8,000 a month and over 9,000. And we're not even halfway through this month as it is, and I can tell we're going to blow past this previous month as well. And it's been a lot of fun. And so please don't think that I'm saying, "Oh my gosh. I am the expert. I'm the guru." But I have figured out a few things of how sales works and it's been working for me, it's working great. So, and the followings been exploding and you guys have been great. So, I want to show you guys, and beg you and urge you that in your personal business, and in the things that you're doing, whether it's a business or you just feel a need to podcast, or publish, or whatever, video, audio, anything, written. I don't really like to write that much unless it's a sales letter, or sales copy. But some people like that. Whatever it is, choose some kind of platform and just stick to it. The weirdest things begin to happen, the coolest things begin to happen. You become an authority figure you become somebody ... You start to build a tribe. I think one of the coolest aspects of this, and why I've enjoyed it so much is because I have perfected my own craft far more. And selfishly, it's one of the major reasons I wanted to do the podcast in the first place. And it's worked. Holy crap, it's worked. It's worked really, really well. I helped do the fulfillment for Russell Brunson's Two Comma Club Coaching program, and once a week for about four hours every week we jump on and I do a four hour Q&A call, and we dive into people's businesses and help them create products that will ... We're trying to them make a million dollars with that product. And it's really cool. Super unique offer. But after six or seven times, I turned to Russell and I was like, "Dude one of the coolest aspects of this is that I'm getting better at my own craft. I already knew the material but the depth and how it fits, and all these extra scenarios is just so amazing." And he's like, "Yeah, it's one of the coolest reasons." And it's funny because I remember way back in the day, it's probably what? Two years ago, three years ago, I decided I knew I needed to start publishing but I did not want to do it. There was so much mental ... huge mental block for me in publishing because it was like "What do I come up with every single time I do it? How often do I do it? How does it work? How does the tech work? What do I say? How do I say it?" And those are all the big questions that I had and I've got a lot of those questions recently from you. So I'm excited for this episode and how to do it. It's funny, one lady reached out to me shortly after I started this podcast, and she was like, "Stephen were you a radio announcer?" And I was like, "No." She's like, "It sounds like you got a radio style voice. I expect to hear your kind of voice on the radio." And I was like, "Aw, I appreciate that." She's like, "Keep going with that. That's awesome." That's one of the first little wins that I had. It was shortly after I started the podcast and it kept me going, and I'm like, "Oh my gosh. it's so cool." But even before I started this, I had a periscope channel. A lot of you guys probably don't know that about me. I had a periscope channel. I was following Russell Brunson. He had no idea who I was and we were ridiculously poor, and it was ... This was a story I was not planning on telling you guys. But I was in a period of college where I was in the middle of my marketing degree and the things that I was learning on my own was dancing circles around what I was learning in my marketing degree. I was learning from guys like Russell. I was learning from guys like ... all over the place. Ryan Levac, Jeff Walker, all over the place, all these people and I was doing it. I wasn't just learning it. Some of my clients were like Paul Mitchell. Some of his hair schools, a billion dollar company really, really ... It's awesome stuff, really unique for a college student and I totally get that. And all along I kept hearing Russell say, "You got to start publishing. Got to start publishing." That's what he was saying when he would publish. And I was like, "I don't want to do that. That's crap. No, I don't want to do that. You know what? I'll do it ... I know better." That was kind of the attitude I had, a little bit. And one day I was like, "Fine. The dude said to do it. I'm going to start publishing regularly." And so what it did is I took out my phone and I didn't even know what I was going to say. I just hit go, and I planned out some stuff, I put some things together as far as like the look in the feel. And I was looking at graphics, and I was heavily into ... I never did any sports in high school or anything like that. I was always in theater. I was on stage a lot. Actually, you guys probably don't know this about me either, I sang a lot, from 4th grade all the way through halfway through college, I sang a lot. And so I took the lead in a lot of musicals and stuff like that, a lot of stage time, and I was a head editor for yearbook, doing a lot of layout design, and got a lot of Colorado state awards for my layouts designs and things like that. It was really, really fun, super cool. I enjoyed what I did, I do regret that I didn't do a sport. But, honestly, it's really helped with all the things I've been doing, though. And fast forward, when it came time for me to actually start publishing, I was scared to death. And I had to lean on a lot of the other talents I had developed over the time to try and deliver stuff that's interesting that people could listen to. And you've probably thought that. And if you're listening to this podcast right now, you've probably thought that before, you're like, "Aw, I should probably podcast," you know what I mean? So one of the things I love is it just helps you get more and more clear on your craft itself. The inner action is insane. And honestly, as I was reading, I was just writing out a list of the benefits of publishing frequently. And really, though, what it boiled down to, was two separate things. And I guarantee you will always need these things, you are never done with them. And the first thing that you need, is that you've got to find your voice. You have to find your voice. I remember, it's so funny, it was probably like two or three months ago, I was listening back to some of my first episodes ever on this podcast, and I was like, "Ugh." Like, "Ugh, crap, that's what I sounded like? Gosh. That was not a good story," or whatever. And I leaned over to Russell, I was like, "Dude, I think I'm gonna delete the first few episodes of my podcast, they're not very good." And very seldomly does Russell turn with this level of fervor. And he turned to me, I still remember this, and he goes, "No!" He goes, "Don't delete it!" He's like, "That is part of your story! You need to leave it on there, that's part of your journey, man. People want to know that about you, that oh my gosh, he didn't turn out with this, whatever- he wasn't born perfect, he wasn't born in a suit! And you become real, and you become vulnerable." And I was like, "Okay, that makes sense, that makes sense." And super helpful. So that's the number one true benefit, I believe, of publishing frequently, is that you find your voice. You figure out your own personality, you get really, really comfortable with who you are and what you say and how you say it. And the stories you tell, and the analogies and the principles behind there. And the way you start and the way you end and the way you address your audience, the way they interact with you back and forth. It is so incredibly important because in the future, when you decide you need to go sell something, you know how to do it, and they have heard you do it before, right? They've heard your voice, it's not new. You get past the croc brain easier, you know? All right, so that's number one. Second thing is distribution, you create a following. And like I said, it's really, really fun. This podcast now is at a time where the moment I publish it, within the first day or two, there are already four or 500 people who have downloaded it. And I know that's not huge or whatever, but it's not ... It's not small either, and I know it's growing a lot and it's been a lot of fun too, so super cool. So to me, when I think about publishing and I think about specifically podcasting, for me. It has become this therapeutic thing, I didn't want to do it and several years ago I went to Russell's Funnel Hacking Live event and he was like, "You gotta publish, you gotta publish, start a podcast, start publishing." And I was like, "I don't want to! I'm not gonna do it!" And then I was like, "Fine. Gah. I guess he has more money than I do, I should probably listen to him." And I got really, "Fine, whatever, I'm gonna do it." And it was almost out of annoyance, I was like, "Gah, let me put this podcast together, freaking thing." And I put it together and I was like, "Crap, what do I do? How do I actually execute something, how do I execute publishing in general, let alone a podcast?" I remember, I just started thinking of stories, I was like, "Okay, what does every publisher, someone who regularly publishes, what's a blog post? Okay, usually there's a story and there's some kind of principle in there. Okay, I'll kind of follow that format." And then it got more and more in-depth, and more and more in depth, and what I put into the podcast and how I structured them. And sometimes they're just ad lib. I know there's stuff on my mind and I've got to get it out. And sometimes they're more for me than it is for you, and then other times I plan the whole thing out and I get it going. Like, this episode right here, it's a full page of notes, I've got a lot of cool tips for you guys on how to publish podcasts and publish in general and I'm excited to jump into it here, it's taking a little bit. What's funny though is that I was so nervous, this is going to happen to you. If you've not ever published before, it's going to happen to you. I was so scared that what I was going to put out there wasn't good enough, that I confused action with success. I confused action with progress, and so what I did is, I must have had 13, 14 episodes done and ready and still, I had not launched the podcast. There was that much mental angst for me, I was just like, "Am I good enough, is this good enough? I think these are really good, what I'm saying in there is real, maybe my delivery is not polished enough yet, maybe I'm not the best at it yet, but I know this thing right here works, I should talk about it here on a podcast." But I was so afraid, I wouldn't launch it for a really long time. I remember, I think there was two dates I set. I was like, "Okay. Okay, coming up, I'm gonna launch this podcast, it's gonna be awesome, it's gonna be so good. Okay, here's the date, I'm gonna do it on this date, here it comes, " and I had to psych myself up about it. And the date came, and here it was ... and the date went. And the date left, and I didn't launch the podcast. I was like, "Okay, this is ridiculous, why am I so scared. What am I going to do, what am I going to say, so what, okay. Okay." And then I went and then published the podcast and I put three of them out at once because iTunes cares how many episodes people are listening to, and so if someone listens to the first episode and they like it and there's not a second one for them to listen to, you're already shoot yourself in the foot, right? And so I was like, "Okay, I'm going to launch with three episodes. I'll tell a story. You know what, honestly? I don't know that I'm good enough, and so what I'm gonna do is I'm just going to go interview other people." And that's what I did. And I lined up, I think it was probably nine interviews. So if you listen to the first 20 episodes of the podcast, about eight or nine of them are interviews. And I thought, "You know what-" And this is not true at all, every single one of you have got something that is awesome inside of you that can bless somebody else's life, I'm telling you that that belief that I had before, that I had nothing of value to give, was false. And it's false for you, if you believe that. It's not true. You have something that is worth to humanity, okay, to your market. And I'm so sad that I had that belief and I didn't launch it with more gusto, but it was just something I had to get over internally. What I did is I just started interviewing other people around the subject of sales funnels. That is literally why I did those interviews in the beginning of this podcast. And some of you guys have asked, "Okay, well Stephen, why haven't you done interviews since?" Well what was funny is when I started learning the pattern of how to publish and how to put value in the marketplace, and how to pull people together, and how to speak, and how to have confidence and all that stuff. I always reference this, but Robert Kiyosaki says, and it's always stuck with me, "The moment you move down the path of entrepreneurship, your character flaws blow up in your face." Well, it's no different for any kind of publishing either. And I had to get over myself, you know. I went and I launched all these different episodes, and I was like, "Wow. Sweet. People are liking it, that's really cool." And iTunes has 42 days for you to get on the new and noteworthy section, and I was like, "Cool, let me get out there." And there's a few people that say if you don't hit new and noteworthy section, that you should just abandon the podcast and I do not agree with that. Now, it depends on the podcast and the purpose of the podcast. For me, this is me sharing with you tricks and tips that I am using to build cool sales funnels. I've built over 170 of them in the last year alone, working for Russell Brunson. And I have my own clients and I kind of left that path so I could focus on you guys with this podcast and specifically working with click funnels and with Russell Brunson as his funnel builder. But before that, before I ever worked for Russel, before any of the others, I had my own clientele and it was awesome and that's how I broke into the industry. That's the purpose for this podcast, and so I don't think that by you missing new and noteworthy section that you should abandon the entire project. I think you're still going to find the voice, you're still going to create a distribution channel, you're still going to go and make your own craft more perfect by you learning how to teach it and coach other people through it. What I wanted to jump into here real quick now ... So all I was trying to say in the past, is just have some courage with it and just know you will always have haters no matter what. I am blown away at the number of people who take the time out of their freaking day to come tell me that they didn't like something I did. And I was like, "What on earth?" You've just got to be prepared, okay? Here's the metrics, okay? Ten percent of your following are going to be slimy thieves who just take crap from you and never want to pay for anything and think that you owe them everything, that's just how it works. Just plan on that when you start in any entrepreneurship, 10% of them are going to be the slime balls. And I don't care calling them out that way because I put a lot of sweat and tears- not tears, they're man-tears, right? But I put a lot of time and a lot of effort into things that I produce and I know that they're good. And if someone comes to me and says, "Hey, that's not good, I think I should steal it." Russell told me once, "If people are willing to steal your stuff, it means that you did it right because there's so much desire to have it." And I was like, "Okay. All right, 10%, you dirtbags, go take it," you know what I mean? You just need to know, when you start publishing, people are going to steal your crap. So that's one of the metrics. The other metric is that 10% of your following is going to become your raving fans. They're going to share your stuff, they're going to go on Facebook when you post things and they're going to re-share them and post them. They're going to talk about you, they're going to do shout-outs, they're going to go and they're going to say, "Oh my gosh, Stephen, that was amazing, I absolutely loved what you did, this last thing helped me here, here, and here." And it is fuel. And you've got to learn to love that, and you've got to learn to attach yourself to it. It's such a good feeling, it's so cool... It's fun to know and legitimately know that there are people's lives that have changed because I started this podcast. And it's going to be the same exact thing for you when you decide to consistently start publishing, on no matter what. And as long as you're consistent with it and you are honestly trying to solve legitimate problems and help people out, it's going to be a great experience. It's this side benefit I was just not expecting, to be honest. And there's just been times that I just fall asleep at night, I'm just like, "Oh my gosh ... man. That last episode was so good." And sure enough, people will come reach out to you and they'll be like, "Oh man, that was so sweet! Thanks so much, that helped a lot, it helped me do X, Y, and Z." And it's this cool community that you have the ability to create as the entrepreneur and the marketer and the leader and guru or whatever. And it's very, very exciting. Anyway. I was not meaning on having this be a rant of what it's been so far. My notes are completely different on what it is that I'm talking to you guys about right now, but it's all these side things that just have been really, really fun as I've learned how to do all this stuff, and it's been a lot of fun. So with that, let me jump in here real quick to a few quick things. I usually try and keep my podcasts no longer than thirty minutes, which to some people is way too long, but eh, whatever, it' my style, you know what I mean? You can choose your own. The biggest question that I get from people is, "Hey, Stephen, how on earth-" and I'm not trying to pat myself on the back, but they'll say, "Hey, you've got great content, how do you come up with it all the time." Have you ever felt that way? I'm sure you have, especially if you listen to this podcast, my podcast is all about how to sell stuff. And teaching how we are doing it, how I'm doing it. Part of that is marketing, and what's marketing? Marketing is education and belief re-building. That's basically it... You're basically re-building belief patterns by educating. That's what marketing is, that's what sales is in the long run, and so I'm sure you've had that kind of question. So what I do to actually come up with my podcasts, or come up with any kind of content creation piece, whether it's an email or whatever, is I'll sit back and I've got to get passionate about something. And I've got to collect my thoughts. And what I do is I go back and I think of, it's either a story or an experience or some ridiculous tip that has really helped or increased the bottom line or whatever, increased conversions or something like that. And the trick is that I've got to get myself in the same state that I was in when I had that story happen to me. Or when I experienced that tip. And what I have to do, is I need to covey enough emotion and I need to dive into the feeling and I need to dive into enough of what was going on around me when I'm telling the story, that you start to get in the same state that I was in when I experienced it. Russell literally calls this the "epiphany bridge." If you've ever read the book Expert Secrets, you know exactly what I'm talking about, it's one of the best books on how to sell that I've ever read in my life. And I'm not just saying that because I work there, it's true. I have two huge bookshelves next to me, just full of marketing books. And I've read and I've studied like crazy for someone my age and I know that, it's not normal, and it's still is one of the best books I've ever read in my life. Anyway. So what I do is I literally think through, "I've got to come up with, number one: an epiphany bridge. I've got to come up with a story." So number one, the epiphany bridge/story, you know, what's the story? And then what's the lesson that is attached to that. And then what I do is I sit down and the first thing that I do on the podcast is I try to tell the story first. I tell the story first, because I don't want to come right out of the gate and go, "Did you know you can increase conversion rates by changing your buttons from orange to red?" That's not true. But, you know what I mean? If I jumped right out the gate and I started telling you all this tech stuff, it's going to be really freaking annoying. And so what I do is I've got to tell a story, there's got to be pattern interrupt, there's got to be things that I do. Every once in a while, I start the episode, I yell. And I get really, really loud and I get intense. And that's literally the entire reason why, is because I need a pattern interrupt, I need you to know that this is not like what's happened the rest of your day. You know what I mean? And so I think through a story, I think through some kind of pattern interrupt, certainly the main lesson or nugget. But if I just come out and tell you the nugget ... Everyone thinks that, "Oh, just give me the bullet points, just give me the main ideas." And I'm not like that. "I wish that you'd just give me the main point and I'll just walk away." Okay, but everyone I ever just give the main points to, they never go do a dang thing with it. It's- story is powerful. You have to hear the story, it's part of the medicine, okay? It's like the spoon that holds the medicine. The story is super important to the whole thing. I come up with a story, like I said, some kind of lesson with it, and a hook or some pattern interrupt whether it's the headline or whatever it is. And that's kind of it, honestly. When my podcast started out, I had a few episodes, they were only like seven, eight minutes because I didn't know what else to say. But what I do is, as I'm reading books, and as I'm going through courses and as I'm studying other marketers and I'm sitting next to these brilliant minds- I will have my ear always perched towards what I could say in the podcast. That doesn't mean I steal idea, but if there's something that's applicable that I know you guys could benefit from, I sit down and I write it down. I've got a big, big, big list of lessons just from Russell because I sit there next to him. And it's a huge list that I call Brunson-isms, and there's just tons and tons of these different lessons, that- he'll say stuff when he's on another interview, and I'm like, "Oh my gosh, that was amazing," and I'll write it down. I don't always use it, but sometimes they'll pop up and float into my head in the middle of a podcast episode, or while I'm on an interview with someone else on their podcast, or whatever it is. And super, super fun, I really enjoy that a lot. So that's how I come up with the episodes, I hope that helps. The easiest way to do it is for you ... This is one of my rules. One of my rules, as you guys are going around and you're studying marketing and you're trying to learn how to sell you product and you're doing all this stuff. One of the biggest rules that has changed my life, and I started it about 10 years ago, okay? Wait ... when was it ... yeah, 10 years ago, it was 10 years ago, I remember it to the date. There was a guy who was mentoring me, and I was trying to make some changes in my life and all the things I was doing, and he said, "You know what you need to do." He said, "Every time you learn something," now keep in mind, this guy changed my life, I'm fully convinced. And it's a story for another time, but he saved my life. And there was a time, I was just trying to make changes in my life, I didn't like how I was living, I was trying to fix a whole bunch of stuff in my life, and he kind of was this heavy hand. He was kind of a hammer with a pillow around it, he was blunt, he was extremely forward with me. But what he did is he would sit me down, he would say ... You guys know I'm religious, okay. And so what he would do is he would sit me down and he would make me read scripture out loud and he made me put a shirt and tie on. And he was a strength trainer for the Denver Broncos football team. Big, big, big dude, this guy was massive, and he would put a thousand pounds on his back and carry it until his nose bled, that's not a joke. He just won the strongest man competition for his weight class in America, ridiculously strong man. And I was super fortunate to have him as a mentor for things other than hi physical training, which was really, really cool. And this is the lesson he taught me that's changed my life forever, and is one of the reasons why I'm able to, I think, come up with what I think are pretty good episodes for this podcast. He said, "Here's the rule. Learn for two." That's it. That's the secret, you guys, to content creation in my opinion and and how I come up with these podcasts. It becomes the foundation for everything. Learn for two, learn for two people. Meaning, when I'm reading a book, when I'm going through a video course, when I'm attending a seminar, when I'm talking to somebody, any time I'm doing anything and I'm trying to learn, or even when I'm not. My ears are perked open and I'm learning for the next guy I'm going to teach it to. I literally envision myself teaching this from stage. A lot of times, you guys don't know this because it's audio, I have my eyes closed when I'm doing my podcast, envisioning that I'm standing on a stage. Because I know that I was learning it, envisioning that I would teach it on a stage. Does that make sense? And so what I would do, is I'd go read through all these books and I'd go through all these courses and I would think through myself, and go, "Okay. How would I teach it to the next guy, how'd I teach it to the next guy," and I'm convinced that's one of the reasons I sit next to Russell Brunson. Because in college and way back in the day when I was doing door-to-door sales, all these things, I literally was thinking to myself, it was a conscious thought. "How do I teach the next guy what I'm learning right now?" You know the depth you begin to learn when you do that? It's amazing. The depth is insane because you're learning it with this, almost like a mantle that gets placed on you. You have this responsibility to teach it to the other guy. Now is that always true? No, but if you act like it is, and I learn for two, then I'm constantly in pursuit of what I can share with other people that is of value. I have quotes all over my wall, I literally write them on legal piece of paper and I thumb tack them to the wall, and when I was in high school I did that too and I'd cover my walls, literally, so you couldn't see the wall, of just quotes. And I can't remember where the quote is, I'm looking at my wall right now. I can't find it, but one of the quotes is that basically any time you open and you communicate, you're either taking up space or you're adding value. And that's the key, that if you want to add value, you have got to start learning for two. Well how do you come up with consistent, awesome content? It's not like things come to you all the time, you've got to dig the well before you're thirsty, you've got to put stuff in the well, so start learning for two. That is one of the biggest tips I can tell you for content creation, ever. When Russell Brunson hired me, when they called and I couldn't believe it, they were like, "Hey, we want to offer you the job." And I was like, "Oh my gosh, are you kidding me?" I made a conscious choice right after that phone call, I remember this. I was like, "How am I going to make the most of this opportunity that is just insane? Well, I'm going to learn for two." And I remember that went into my head, I was driving my car, I was going back home after the interview, and I had that conscious thought: "I'm going to learn for two." And doing that put more responsibility on my shoulders, but it also helped me formulate ideas and put pieces of things together. "Okay, this guru over here, they said this, and this guru over here, they said this and it pulled this together." And some of you guys have come out and you've said, "Stephen, how come you can quote so many other people and their books?" Well, that's why. Learn for two. Okay? Anyways, that's not in my notes. Again, ad lib. but that's been a huge piece for me. So now that you guys know how I come up with my content itself, what I want to do is I'm actually going to take a break here for just a second, and on the next episode, I'm going to share with you guys how I actually put it together. I want to tell you guys how I actually- what kind of mic I use, how I actually get it transcribed, how I get it published to like 15 different places with a single click. Really, really cool and powerful stuff. For the fear of this being an extremely long podcast, I'm going to break it into two episodes here. Stay tuned to the next podcast here, I'm going to push it out at the same time of this one. I just want to make sure I break it up here. All right guys. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-build sales funnel today.

Click above to listen in iTunes... The curse and blessing of an entrepreneur is SO much opportunity. Remember your basics though... 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. You know it's funny when I record these now, after I do my little intro and I put my intro music in there, I tend to in my mind go, "DeeneeneeneeDee LeDenDenDeDenLenee De". And I start singing along with the actual, even though I haven't even put it in yet. It's just what's in my head. Hey guys, hopefully the mic quality is okay here for you. I just barely got a boom mic which is crazy. I got my desk set up in my home office. I've got whiteboards all over the place. I finally have ... when I was growing up, I had, uhm, and I'm trying to bring this back ... but when I was growing up, anytime, there was like a quote or something inspiring, or something like cool nugget, even in high school I did this, I would write it down on a piece of paper and I would thumbtack it to the wall. And I did this for a really, really long time. And there would be anything from business quotes to religious stuff to just inspirational things. It was all about like success-driven quotes, you know, from really cool successful people. And my wall was littered with it, almost to the point where there was no gaps. There were some gaps, but it was so, so close, you barely could see any wall. And I kind of set up my home office up the same way a little bit. I've got two bookshelves. I'm still finding all the books in our boxes as we've been moving in this new house which has been awesome. I've got the sweet desk which is super cool. I've got whiteboards, like I said, all over the place. But what I did is I left this huge area in front of me and to the sides of me, totally open, because I really want to bring back my quotes on the wall. I enjoy doing that a lot. And it was a cool because I kept things top of mine. Like one of them I've got right here. I think I've talked about this one on the podcast, but this is a cool one, it's from a book called, How The World Sees Me. Number one, "The world doesn't change for people who sort of care." Number two, You don't know learn how to be fascinating. You unlearn boring. You don't know what I mean. We're already fascinating by, by," ... Anyway, just tons of quotes all over the place. "To become successful don't change who you are, become more of who you are." "And highlight your differences," ... and things like that. I put stuff like that all over my walls, and I love it. So, I've got a ton of room here. I'm super excited to jump out and keep filling my walls all over the place. What's kind of weird for me right now is usually I'm podcasting either into my phone or into my mic or whatever it is, and right now I'm look at a wall. So I'm going to have to get used to this. You guys, I want to say a cool little success story out here. So when this podcast first started, I was super nervous. You guys may not believe that, but I was actually legitimately scared. I was nervous to get out there and put my voice out there. I was like, "Do I know enough?" "Have I done enough things in my life?" Is anyone actually going to listen to this thing?" And huge fears, and I remember, I think I was kind of distracting myself, preparing lots of podcasts, or putting things together, or thinking that the logo was super important, or thinking ... you know what I mean? And I was distracting myself. I finally got to this point where I was, "Okay, I got to launch this thing, right. All right, I just got to do this." And I launched it. And when I first launched the podcast, there was, I don't know, maybe like fifty people who saw the first episode. And I was emailing the list that I had at the time. It wasn't small, but it was a new channel. And it was just fifty people that saw the first one, and then there was like eleven hundred downloads the first month. I was like, "Cool!" Eleven hundred downloads the first month of the podcast, I was like, that's really awesome. Second month I think was fourteen hundred. Third month I think broke two thousand. And it kind of just started scaling. Guys, there has been four thousand episodes, I just looked at the stats, four thousand downloads in the last two days. Okay. This podcast is getting ranked like crazy, and I just wanted to thank you guys for being listeners. I appreciate it. I even met a handful of you guys again today. Pretty much every day, either a listener is reaching out, or I'm getting to meet you, or whatever it is. I just wanted to thank you guys. I think it's really really cool. I had no idea that it would get this big. As a has-been, you know respectively, I was through this way bigger podcast than that, but it's just really fun to see that and hear stories of people saying, "I did what you said on the podcast and it's been so freaking cool!" "And I went out there and I did it and it changed my life.". Like those stories, gosh, it just gets me so excited. I know that a lot of people probably think that I'm crazy what I'm doing here, but whatever, I don't care. My whole goal this podcast is to share with you cool Sales Funnel stories, and strategies and tactics, and little tips and tricks, and things like that. The things that I'm doing is as I move down my Sales Funnel path as well. And I'm just really thankful for you guys. Anyways, didn't mean to take five minutes on that, but I just wanted to say that. So, hey, I just had a pretty cool experience. So I began, you guys know I got my start with the online business, doing door-to-door sales, which actually might surprise a lot of you. As you guys know, for those of you, who I guess, haven't heard that story. Go back and listen to it. If you just start from the beginning I kind of tell that story. But I started noticing, right, that there were these people who are already planning on spending money on pest control, that's what I was selling door-to-door, and I did that for two summers. First was security, and then I did pest control after that. There were people who already wanted it, right. They were calling billboards. They were calling ads. They were seeking for information. And I was out there and I trying to convince people who were not planning on not spending money to try and spend money. And I was like, oh my gosh, this is so much harder, right. So, I laughed a little bit because, what was it, like two days ago, you know we've been doing a whole bunch of yard work, we've been getting the house set up, it's been a whole lot of fun, we're totally playing house, it's been awesome. You know we were in an apartment for five and a half years, and now we're finally getting to move into this house, and it's been great. But, there was a ring on our doorbell. I looked through the little viewfinder that we have there, which is supercool to have that. I don't know how that thing works. It's like a picture. Anyway, I was looking out there and this guy was standing off probably about six or seven paces out. And he had his head down. He had a hat on. And he was turned sideways a little bit. He looked like he was looking at some little pamphlet. And there was something on his phone, or something like that. And right off the bat, I knew exactly what this guy was doing because that was my move. I did that all the time. I opened the door and he turned around and he goes, "Hey, just wanted you to know we're taking care of your neighbors, and just wanted to see if you guys wanted to, you know, something like half off over here." And like no other explanation... I was like, my gosh, that was my pitch. Like the guy's using my pitch. Not that I wrote it, but I was like, he's doing the exact same pitch. And I could not keep the stupid smile off my face. I know it threw him off a little bit because my wife looked around the corner, and she went back and she's just smiling all goofy big. And my sister was still living with us for a little bit of the time there, and she smiled and was walking off. And he's like, he didn't say anything, but his face said everything, you know, he's like, what the heck is going on here? And I couldn't keep the stupid smile, I was like, yeah okay. I was trying to play hard. But, I love being sold and I like buying stuff, because I love the sales process. You know, like please continue to bring me through the sales process because it's just fun to have that. So, I played with him a little bit, actually quite a bit. And I was asking him questions, and he got me out of the house, which is what you're supposed to do. You're supposed to change the selling environment. You know think about that with an online term. It's what I always tell people, if you can, when you're selling high ticket stuff, like call on the phone 'cause it changes the selling environment. People aren't hiding behind the computers. And he's changing the selling environment, and I was walking around the house, and he's pointing stuff out. And I was okay, yeah, yeah, yeah. Like I knew the pitch really well. I was the number two first year seller for a little while at the company I was working at. And it was awesome. I was killing it. I was making great money as a door-to-door sales guy. But I mean he was doing all the tricks, like turning sideways, you know, and he would ... I'd say, "no I don't want, I don't want, no thanks." In truth, I totally wanted it. I just wanted to say no to him as many times as I could to see what he would say. Because we have bugs all over the place. Like we got a big yard now. We've got this awesome waterfall in our backyard. We've got a pretty nice house. Especially for a first house, it's not normal. And I'm aware of that. I feel super blessed and very thankful for that. I've got a few products that are selling really really well. And anyway, whatever. But we got a big house, you know for a first house, it's pretty big. We've got several rooms that are just empty here still and we've seen bugs, you know there's trees and stuff all over the place, and it's awesome. And we really really liked it. And it's been fun to be screaming with my little girls, my two little ones, playing around and running around with them, and know that no one's below us or above us, you know, in apartment life. But anyway, now he's all over the place. And I kept saying no, and then he would like sidestep it and hit me with this other side thing. And I was like, "Is this your first year doing this?" He's like, "Oh, you know, yeah I'm not that good." And I was like, "Okay well what if I wanted to call you, I don't know." So he handed me this card, and I was like "Cool, which number is yours." He's like, "Call that second one that top one's my manager." And in my mind I was like, this guy is totally the manager and this is not his first year. Like he is doing this so well, he clearly is very good. And if you sell like one or two things a day in pest control, like you're killing it. You're going to make a huge amount of money by the end of the summer. You know the guys that make three or four sales a day, that's more money than people make in a year, and they do that in a summer, which is why it's so appealing, you know what I mean. Anyways, so I called him out on it, I was like "Dude, come one." And I was like, "Dude. Come on." I sold pest control, and I was pretty good at it. And this is not your first year. And he goes, "No.". And I go, you are the manager aren't you, and he goes, "Yeah.". And I start calling him out on his bluffs. I was like, "Dude, I love that objection I gave you and you sidestepped it." And it was cool because he and I got to sit back, and we started dissecting kind of the way he pitched me. And I was like, "Dude, what I would do, ask more questions when I come out. You hit me so hard. If I didn't know you were a pest control guy already, it was a huge turnoff. And he's like, "I know, I know it's just you opened the door and all of you guys were smiling at me so cheesy, I didn't know what was going on." I was like, "Oh it's 'cause pest control is kind of what got me started in my current industry, and I've got a soft spot for door-to-door salesman." I love buying stuff... I was like, "Dude, I'm going to tell you right now, we need pest control. I'm going to buy it from you. But, I wanted to work you with the sale. I wanted to see what was going on. And we had a really funny conversation. And the whole time what he was doing, and what your told to do, and what we learn to do with door-to-door sales, and you should do this with your own sales too, by the way. In fact, I'm thinking about all the cool ways that I can do this. And it's been on my mind ever since. But what happens is, okay so I bring up an objection, "Oh, I need to talk to my spouse.", or "Oh, is this safe for my kids?". And the first thing you do is you got to agree with them. Because if you come out and you say, no no no, you don't need to talk to your spouse. You know, what does that do, it turns them off. What I'm trying to tell you guys, is think of this in terms of an online sales funnel, okay. Before I came out and said, oh don't worry about it, like your kids are totally safe. But I didn't really give any stats. Or I could read your body language and see that you really weren't quite buying what I was saying. You know what I mean? You've to be able to give a logical reason for why you're right. But also agreeing with them, it's kind of funny. Even if you disagree with them, the first thing you do is say, "Okay, yeah, I totally get that. That makes sense." You know, "Hey Steven you look like an idiot, and you're head is a knockoff egg-shaped version of Adam Sandler.", which is kind of his head, and you can go, "Oh, yeah. No, totally I get it, you know, but really it's shaped more like Kevin Costner." You know whatever it is... But you could totally disagree with them, the first thing we do, though, is you agree with them, and then spinoff and show how you're right, with stories. And that's how he's trying to sell me, he's trying to sell me using stories the whole way through. And every single time he'd bring it back to this core offer. Well cool, if I could just get the technician the schedule anyways then I can get out of your hair. It's just while we're here in the neighborhood, 'cause we're spraying your neighbors. Which is true. But, he's always bringing back to the core offer, every single time, every objection, everything was back to getting this thing on schedule. When can I schedule, when can I schedule, and he's pushing back, back, back, back. And you guys can probably start to see the point I'm trying to make here. There's a really good book called Good to Grade.  And I think it was in this book. And if it's not I'm so sorry the principle is true and I just can't remember the name of the book. But I think it was comparing a business to like a hotdog stand. Gosh, I'm so sorry if this is not the right book. It's sounding wrong as it's coming out of my mouth. But just here's the principle okay. There's a book and it's comparing business to kind of like a hotdog stand. And the point was made, you have a hotdog stand business, meaning, you're not in the business of selling relish. Can you have a hotdog stand business without relish? Yes you can. Can you have it technically without ketchup or mustard or even a bun? Yes you can. Could you have a hotdog stand business without a hotdog. No. Right? And the main point that the book was trying to make is you've got to know what your core offer is, and continually push on it over and over and over again. And what the temptation is for a lot of us, is we go build sales funnels, whether offline or online, is that we will go and we will get too obsessed about the relish. And we will think that we cannot launch a hotdog business until we have the relish, until we have the mustard, until we have the ketchup and buns, and all the options, and all the fixings, and we've got whatever else random stuff you've got, chili sauce, cheese, you got chips, and those are good things to have, but it's not your business. Does that make sense?... And so when you're going through, and I know a lot of you guys who are listening to this podcast right now 'cause I've met a lot of you, you're trying to figure what your core business actually is. You're trying to figure out what do I sell? What is my actual value proposition to the word. And what you'll notice. And I want to give piece of feedback on that. You got to keep it simple... When you first start out, me, Steven Larson, I am very good at building sales funnels. I know click funnels like the back of my hand. I've literally have dreamt the ClickFunnels editor. I've brainstormed headlines in my sleep. But I spent so much time in it. I've built so many sales funnel even before I worked for ClickFunnels. I was flat out obsessed with it. Okay, that is my core thing. When I was speaking at Adcon a few days ago some of the people were like why don't you go out there and you start actually selling, you know get facebook ads going. It's like, "Because I'm on my core offer. I am standing on my peak. I do not want to come off my peak and learn another peak, facebook ads." Does that make sense. And some of you guys you're getting out there and you're saying, "I've got to learn this. I've got to learn this." And that might be true, but if it's taking you away from your core offer, then your screwing yourself. All right? You cannot do that. You cannot have the hotdog business without the hotdog. So, learn what the hotdog of your business is. Does that make sense. Learn what exactly it is that you actually offer. And there's some tips for that. I remember for years I kept thinking for years, "Man, what am I good at?" What am I good at?" Little did I know, or notice at the time, that every single one of the businesses that I was trying and launching had to do with the internet. Little did I know that every single of them had to do with B to B or B to C sales. That's true for every business. But I was hardcore focusing on the sales part itself. And little that I'd know that all the pieces that I was going through, have literally, they've all lynch=pinned to this one core offer, sales funnels, particularly online. Does that make sense? I remember when I sat back and I started thinking about that, I was like "Holy crap, I should probably learn some online stuff." You know this is probably like four years ago. I should probably learn some online stuff, because every business that I've been trying up until now is always been online. Always. Every time, without fail. And I was like, "Okay, cool." And so I stopped doing door-to-door real estate like I was doing, but I stopped doing door-to-door sales in pest control. It's not that it didn't help me, 'cause it helped me like crazy. It's just that I needed to focus on my core offer, right? That's why I went and hired somebody to do some custom coding. I probably could have learned it on my own. I know a little code on my own. But it's not my peak. So for you to figure out your core offer. And figure out what the thing is that your actually going to go out and sell. I want you to start thinking about some questions, this is what taught me, I think my dad might have taught me this. I can't remember... But he was saying, "Look Steven what is it that you think about, when you have nothing to think about." Does that make sense? I think Tony Robbins calls this like N.E.T. time, no extra time, right, like when you're driving in the car. When you have nothing that your supposed to be thinking about. Like, I was in the car when I was thinking through these questions and deeply you guys I was asking myself these questions every single day many times a day. Like, "What am I good at? "What am I good at?"... You know, and you've probably honestly felt that the same. Am I right? You've probably have. And what I started doing just started saying, "Okay, what do I think about when I have nothing that I'm supposed to be thinking about?". And where does my mind randomly play. What's the mental playground that I'm always in?". Sales funnels. Right. It was always online. And I'm like, "Okay cool." And I took a step forward into the online world. And I was like "Okay, what am I still thinking about, it's like okay, it's like online process, e-commerce mixed with info products. Okay cool, and I took a step forward, and I was like, okay now let me niche down again, now what is it that I'm really, now that I've learned like crazy ..." And every single time I took a step forward was like this hardcore learning period, where I'd go out and say, "Okay, I've got to learn more about x, y, and z. I've got to know more about like ... one of the first successful phones I ever built was this MLM funnel. It still makes a grand a week, it's nuts. It's been doing that for a long time which is awesome. Nice little cash flow business sitting on the side there like that. But, anyway, and I went through these huge learning periods, and I stopped learning on purpose, so that I could go execute. Otherwise, there was too much input, and I was not having any output. Does that make sense? So, it was cool because I was listening to this sales guy, this door-to-door guy, and he was saying like, "Hey.", he'd overcome every objection. Overcome. Overcome. And he's always bringing it back to the core offer. I was like, "Dude you're doing it right, man. I know that you're not a noob. You're not new at this stuff. You're not brand spanking new. I was like, you're the manager aren't you? And he goes, yeah. And I was like, come on dude. Anyway, I totally bought from him and there going to come spray our house tomorrow. Or two days from now. There was a massive spider crawling after my three year old today. And she keeps thinking there are spiders all over and keeps screaming when there's nothing on her. And I feel bad. Hope it doesn't, probably develop a little complex or something, but ... Anyways, that's my main point guys. I want you to know that you got to figure out what your core offer is. And realize where the relish in your head is. Where's the ketchup and the mustard and the buns? Where is that extra stuff that is nice to have, but is not but necessary parts. If you can do that, and focus, and learn to say no. That's amazing. I remember, I think it was Seth Godin, yes one of his books called The Dip. I love that book. But in there he talks about how most people who are successful in life what they've done is actually learned how to say no, really, really, really well. They have learned how to say yes to the right things... And they have learned how to say no to like 99% of everything else. And it's hard, it's very hard. I get offered deals like crazy. I mean there's so many places I can take this talent and I'm really excited for and that can be really, really cool. But, I have chosen to plant my feet with ClickFunnels in the time being. To stay here, this high-pressure, high-intensity learning area with ClickFunnels, and it's fun to do projects with Russell, and scratching an itch that I've had for a long time to go making info products which is awesome. And learn with just the brilliance of Russell right next to me. And it's so cool. Just today we had this cool session. I love it when he comes over. You know my desk is in the same room as his literally. And he'll walk over, and he did that today two times, and he was showing me these maps and these different diagrams. I can't tell you what was on there, it's totally a secret, but just stay tuned and keep a close eye on what ClickFunnels is doing. But it's just cool to have that high-pressure hand right next to me the whole time. There's one other point I wanted to make with this. It said that every time you add a single product, even just one more skew to your product line, right, one more info product, one more physical product, one more anything, you add 12x the complexity, in the amount of customer service, in the amount of time when you add the fulfillment in, when you add all, like just to support that product is 12x. And you think about all the time it takes for you to jump from thing, to thing, to thing, to thing. All of the place thinking, no this is the new [inaudible 00:22:26], no this is what's going to make money, no this is what's gonna, and you jump all over the place. That's actually what's keeping you from being successful, 'cause you're adding 12 times the complexity. Like stop. Figure out what you're main business is, and just focus on that. Just get that done. And you guys are going to love it. That's what I did. That's why the MLM one worked. I said no to everything else. I jumped out at, uh, I guess that wasn't my first successful phone. It might have been my second one. It was one of the earlier ones. Very, very early ones... And I focused like crazy, and it took me like six months to build because I was in the middle of college, and I was shooting videos, and I was transcribing, and I was doing all that stuff. Every waking moment I had was about that. And I want you guys to start doing that as well. Now for those of you guys who have a core business and you guys are actually getting out there and it's thriving, I want you to apply the principle that I talked about like two or three episodes ago about "duct tape marketing". What are people doing with the product after. You actually sell it to them, and that'll easily guide you into the next product you need to create. Anyways, I've been going, going, going, but I hope that this has been helpful. I've really a good episode. Bear down on the core offer. Figure out what that really is, right. Russell gets hit up like crazy on tons and tons of these different offers he could go for. Cool opportunities. You know, keep changing the world and stuff like that... But, he's drilled down on this core offer... And because of that, he still gets to make money and change the world at the same time. Right, because he's put the focus in. Anyways guys it's kind of a long episode, and I'm so sorry. It just made me think about that like crazy, like keep hitting the core offer. If you have more than one idea inside of a funnel, and it's not converting well, it's probably 'cause you have more than one idea. Guys, I hope it's okay. And I hope the sound quality is okay. I have a boom mic now with this cool windscreen. And I can't promise it will all be this awesome-sounding, but I did some tests, and I was like, dang this sounds really, really good. So, I hope you guys are doing awesome. And I would like to keep hearing some of the stories that have just been so touching, some of the things you guys have said and pushed out, And four thousand downloads in two days, my gosh, thanks so much. It's really ramping up like crazy. I think it was four thousand downloads total two months ago. Last month was eight thousand, so it doubled. And then it's been four thousand the last two days. It's nuts. So, anyway, I just wanted to keep thank you guys for that, and I had no idea, and it's just very, very touching. All right guys, get out there, figure out the core offer, and I will talk to you later. Bye. Thanks for listening to SalesFunnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnels for free? 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