Podcasts about papa larsen

HOW DO I FIND MORE PROSPECTS?   One of the topics I get asked about the most is, "Steven, how do I find more prospects?"   Obviously, this is one of the biggest questions that ALL MLMers have. It makes sense.   I remember the first MLM I ever joined. I went and I talked to friends and family… This was years ago. I literally walked down Main Street.   When I was done, the biggest question that I had was, “How on earth do I find more people to go and pitch? How do I find more people who are interested in this?”   Traditionally MLM says, “Go get your friends and family and get them on the phone call with me. When they come in, go get their friends and family.” We are all each others lead generation.   Here’s the problem.   You end up getting a lot of people who are not actually that interested.   I remember sitting on a couch in a cold apartment when I was in college. It was freezing. It was the middle of wintertime at 2AM.   I had this thought, "What if I was to combine a lot of what the info product model is on the internet with MLM? What if I was to use some of those to go and sift and pull people who are more likely interested in what I'm doing?"   And that's exactly what I did.   HOW DO I FIND MORE PEOPLE FOR MY MLM?   That's EXACTLY what Secret MLM Hacks is. It teaches those methods. I get this kind of question all the time from people in the course. They're asking, "Steven, how do I get more and more people?"   That's covered in depth in the course itself, but I took the time to go a little bit more in depth.   I want to walk you through a few specific strategies. If these sound like, "Whoa. Why would you do that?", understand the reason that my stuff's been doing so well is because I follow the info product model.   I attached MLM to the info product model.   A lot of what I encourage people to do is create. "I would create this, and I'd put this together, and I'd do this." They're not orthodox.   It's very unorthodox ways of pulling out leads and getting people to you.   I'm still getting three to four people asking to join my downline PER DAY that I've never met.   This has been WORKING, and we're about to hit nine hundred people. That's a lot of people, man!   I get to choose the people that I think will be good for the team, rather than me going to them and saying, "Please join my downline. Please, join my downline. I need the commission."   I don't have to do that crap any more, and I haven't had to for a long time now.   LEAD GENERATION IN MLM   For those of you who don’t know, Secret MLM Hacks is a program for those of you guys who want to do more things on the internet and actually bring people to you. A lot of it involves building what we call a sales funnel. It shows you how to do that, how to put all the stuff together, how to position yourself in the market, how to actually do marketing in general. How to make yourself an authority figure in the MLM space. There's a soft pitch for it. I'm just telling you in case you're interested. Go to secretmlmhacks.com.   The way I generate leads for my MLM is by creating products that are a little bit more pricey. Not really high, but somewhere in the middle. People pay for it.   After that, I introduce them, "Hey, you want to join my downline?"   BOOM! That is what feeds the application funnel… mostly. The only other place that they learn about where to apply to join my downline is my podcast.   Some people are just like, "Man, I love this guy. I would listen to all 80 episodes of this dude. He's in my ears. This is incredible. Everything he says is awesome. I want more of his stuff. How do I join his team."   They'll just go right in and join. That's awesome.   I'm trying to do is two things: Get paid to prospect, okay. Pay more to acquire a customer then entire MLMs can…   Because MLMs don't know how to do this stuff!   MLM INFO PRODUCT MODEL   They have no idea how to do any of this. I treat my MLM like a product. It’s a REAL business.   Not just like, "Yeah, come do a little hobby." NO. If I can tell it's a hobby for you, you're not in my downline.   I'm here to grow. I'm here to explode. I'm here for dominators. I want to take over. That's my mentality.   I'm vetting people out through the application itself. I'm reading their applications like, "Man, this guy seems lazy." Gone. I'm getting paid for my time by doing a paid prospecting product. That vets out customers. That gets rid of the time wasters and leaves the people that I want in my downline. The people who are going to kill it and treat this like a business, not a hobby. I want to be able to spend more to acquire customer than ENTIRE MLMs are able to. I'm already doing that and I'm only one guy. I'm spending more than whole MLMs to be in front of people. From a content and time perspective and an actual money cost to acquire ads perspective.   I have those people apply to join my downline. "Hey, go to the recruiting funnel." Awesome.   That's the strategy. I want to soak up hot market first. That's the easy money on the table.   Don't trip over dollars to pick up pennies.   There are people who love you, who want to be a part of your world already. Let them.. IN Buy from you Join your stuff Understand who you are Get close to you That's awesome. Most of the time you're building your front line leadership.   HOW DO I FIND MORE PROSPECTS IN MLM?   But pretty soon… even the best marketers run out of people.   I have to figure out how to widen the pot a little bit and explore the warm market. That's when I start creating small front end offers.   PS - You’re going to start seeing me do that here in the next three months. I’m making a whole bunch of small front end products. They're not to make me money. It's to attract more people to me.   Some people are like, "This guy's awesome. Let me listen to his podcast, see if he really knows what is up." Some people are going to love you instantly.   Other people might be like, "Let's see what else he's got." And they might buy your other thing.   I'm providing multiple options for people to purchase and give cash as a way to raise their hand and say, "I'm serious about this."   When someone starts out at the bottom, that’s typically very detrimental. They can't spend any money, there's no leeway.   Don't start at the bottom. But also, please don't think that it's always set in stone. Some people are like, "Man, I'm going to make something mid-tier and then I'm going to go down straight to the bottom." That's fine, if that's what you really want to go do.   But honestly, what I like to do is think through and be like, "What would get people so freaking excited?”   What is sexy that I can hand people to and they're like, "Man, I want to be a part of that. I want more of this guy. This guy's awesome."   They go in and they buy that and THEN I'll introduce them. Typically in that order.   HOW DO I FIND MORE PROSPECTS FOR MY DOWNLINE?   I want people to know what I'm about and what I'm NOT about.   I'm not going to be standing here teaching them, "When you're face-to-face with your friends and family, here's three phrases you can say to mind control somebody into your downline."   I HATE those books.   I have a bookshelf and one of the shelves is half-full of GARBAGE like that from ‘experts’ in this industry.   [I'm throwing a rock right now]   I THINK IT’S DUMB.   I don't believe in mind control BUT I do believe in persuasion. The way I bring somebody in determines what they're going to do afterwards.   If I make it easy for them to come in, I make it easy for them to fail.   If I make it harder for them to join my downline and there's all these little tiny obstacles that I'm like, "Hey, are you really a good fit? And if you're not, are you willing to be moldable quickly into a good fit?" Remember, I'm building my business.   HOW DO I FIND MORE PEOPLE FOR MY DOWNLINE?   All these things that happen before you join my downline are there to set up a ramp.   I was in the army and I went to basic training. When I went to basic training I was 25. Okay?   I was already 25 years old, I was in college, I was married, I had a kid.   99% of everyone else who was there was 17 years old and a high school dropout.   The mentalities are 100% different. The way we came in mattered greatly on the outcome.   A lot of these guys would try and fight me as soon as the Drill Sergeants turned around. For real.   Papa Larsen's a big boy. I can take care of myself.   Because of the way I came in, the Drill Sergeants put me in charge of stuff for freaking ever because they trusted me. It's the exact same principle.   I do not want just anyone to come in my downline. I'm building rock stars.   There’s a reason I'm being stickler with the way people enter. It determines how successful they’re going to be.     I don't want to cattle prod people to get them to take action.

  Today, I'm gonna to tell you about my very favorite book… *Spoiler Alert* … it’s NOT one of Russell’s ;-)   There's a really important lesson that goes along with this… so make sure you don’t skip any of this… or you won’t get the payoff.   I'm psyched to tell you about this book... because it literally transformed my life.   I've only ever shared the story of why this book is so powerful and important in a few select places. At OfferMind (my own event right back in November...  you guys can get tickets now at offermind.com),  I finally recorded the strange story of how this impactful book came into my life.     … so, y'all ready?   THE TWO VOICES   The game's hard for a while, right? You're proving yourself to... life, existence, God, the universe, the market, EVERYBODY…   You’ve decide,  "I want this cool thing? Sweet!”   Then, for a while, the path tends to be:   Objection   Objection   Objection   Constraint   Constraint   Constraint   ...Right?   If you’re at that stage don’t worry about it. Start publishing about your journey… ‘cause funnily enough, those are the things that people will follow you for.   For me, it was around business try #8... that was the time when things started to get me down. It was rough, man!     I was one of the only people in the entire world,  besides Russell, that I even knew who was doing this... and he didn't know who I was.   I didn't know how to describe what I was doing to other people well. So it kinda got lonely.   Crap was kinda hitting the fan for me mentally.   I was trying to stay true my mission, but I had two voices in my head:     I know it's there. This is going to be super. I just need to keep going.     But man, am I just being stubborn? Should I get a job?     ...You know what I mean?   There was this conflict back and forth: “Is it really there... or am I just believing in a mirage?” And that's when a lot of the self-doubt started to creep in…   MARRY THE PROCESS   Although things were still tough, there was this moment where I started learning enough that I would kinda get in fights with my marketing professors...   And for whatever reason, at that moment, things started turning for me.   When you declare what you want and start walking towards it, things begin to conspire for you.   It doesn’t mean that there won’t be opposition... but most people aren't even willing to declare what they want publicly, in a big enough for things to conspire in the first place.   Declare your intent and stuff will begin to happen for you, and for your sake... I believe it's God. That moment had NOT quite happened yet for me, but it was close.   89 CENT BEAN BURRITOS...   I was sucking it up on several different business attempts, and life was really challenging.   I was:   Broke   In the Army   Studying in College   Married   A father   It was a lot...   My wife and I, would go to like a Taco Bell, or somewhere like that for our date nights because 89 cent bean burritos were all we could afford. It was fun…     But it was extremely humbling... and a constant reminder of what I wasn't.   Papa Larsen realness coming out here...   As I started trying my next business, I was excited. I told Princess Babe (my gorgeous wife) about it... and she wanted to believe in me.   But it was challenging…   And when she asked, "Is this the one?"   On the outside, I was, "Yeah, babe. I'm your man. I will provide." But I wasn't providing at all. We were living off loans, and it was really tough.   Then one day, EVERYTHING changed...   THE MAN   It was a grey rainy day, and I’d just finished the most boring class on earth, #Quantitative Economics... Man, it sucked!     As I walked to my next class my head was full of doubts and questions:   Crap, is this the one?       I wanna feel like a man.       I wanna provide.       I wanna be her man.       Am I good enough for this?       Maybe I’m NOT good enough.?       Maybe I should go get a job?       But $8 an hour won’t pay the bills.       Should we keep living on loans?     All these doubts and questions were running through my head… the noise was intense.   Have you ever have felt the noise? It was like, "Shut up… I can do it… but am I psycho?"...       Is this the one?     I don't know if this is going to work? “I don't either.”   Let's put money on it. "Are you serious?"   Let's go get money for ads! “What? We can barely eat…” A lot of my passion comes from this situation because I know a lot of guys are still there... and I want to get you through it.   All these voices were competing in my head as I walked. Suddenly, I see an old gentleman (who I'd never seen before) sitting on a park bench. It had just stopped raining... and (super-cheesy straight out of a frickin movie), the clouds part...   He was sitting on the bench reading a book, and the dude was just wearing wealth. Just so filthy freakin’ rich. You could just tell.   I'm still some way off when a limo pulls up in front of him.   This dude with an unnaturally straight posture gets out of the car, walks around the front, opens the car door, and does a little half-bow…   I was starting to get a little bit closer now…   The older gentleman stands up, and they exchange looks. You could tell they knew each other. Maybe he's been his driver for a while... I don't know, but I know there’s a history.   They exchange a few words, then the older gentleman starts to get into the limo…   By this time I'm getting pretty close..,   And as the driver starts to close the limo door, something in me, out of sheer desperation, made me run…   I ran ‘cos I wanted it.   I ran full speed and slammed my hand in the door right before it closed... which hurt...I wanted him to know I was there.   I was like, "Hey, what's up? I know you don't know me". Then I asked, "How did you get this? I'm sure you get asked it a lot. How did you get all this?".   Once he realized that I wasn't going to hurt him, he stopped, looked me straight in the eye, and said, "Yes, a lot of people ask me that".   I said, "How do you do it? It's not that I'm not trying... I'm launching, I'm doing the stuff. What is wrong? Other people have success and I'm don’t. I'm the variable. What is wrong with me? What is it?"   He looked at me for a moment, then he reached down, and handed me a book. Then he said, "Read this".   It was the book that he’d been reading on the bench before the car pulled up.   He said, "If you will read this for 20 minutes every day... and then spend the next 40 applying it, you will not recognize your life in two years."   I was like, "That's super random... the clouds parted. Maybe that was a message?” It was so cool.   So I spent the next year; 20 minutes reading the book, 40 minutes applying. 20 minutes reading, 40 minutes applying... I spent the whole year like that.   And, in one year, just as he promised, stuff started happening in my life.   I stopped looking at the clock and I stopped judging my self-worth based on how fast that guy or this lady achieved success.   I stopped looking at the clock, and I just put my head down.   After that day, I didn’t see him again for quite some time… That was four years ago!   Four years ago, he handed me the book and drove off.   MY GIFT TO YOU   Since being in Russell's world, I have a lot more connections... my Rolodex has grown a lot, and eventually, I managed to trace the guy who so generously changed my life with that one book.   I reached out, and said, "Hey man, just so you know, that was a huge deal to me".   Since then, we’ve been in communication quite a bit now, which is really fun, and when I told him my story he said that I could give each reader of my blog a copy of his book... which is really exciting. I know right? It's awesome!   I’m a very slow reader, so I asked if I was licensed to read and record the book. He said, “Yes.”   So I have:   An Audiobook for you   A Checklist so you guys can make sure that you're implementing correctly.   Since then, he and I have gained quite a relationship and he wants to do a private event in about six months from now.   It's going to be in his house, so it’s ONLY OPEN to 20 people.   It’ll be an event with him and me where we'll actually apply EVERYTHING you learned from the book.   It's gonna be in 6 months from now; so that you’ll have time to read the book and follow the checklist. Sound good?   So you guys get the:   Book   Audiobook   Checklist   Opportunity to attend a private event for 20   Sound good?   Who's ready to buy something?     BUT FIRST, SOME QUESTIONS… (...and a confession)   What did I just do with your emotions there?     Do You want the book?     By the way…   That's all fake. I’ve read that book in my life. It’s just a random one off my shelf.   THE MORAL OF THE STORY   Q:  Why do you want the book?   A: *THE STORY*   Everything about how you sell has everything to do with the story you tell.   All of that was FAKE...   But when I told the story at OfferMind, and asked: “Who wants the book?” Even people who’d heard the story before raised their hand.   Let me ask you…   Q: Did you feel more of a connection to my wife because of that fake story?   Interesting, isn't it? The power of story is a huge deal. All of that was fake. None of that happened, but yet you probably felt a connection   Q: What about the story makes it so impactful?   A: I painted your exact situation.   Q: How did I know that?   A: Because I've been there... I know my red ocean customer. I know you. I know the stories you've been in. I know the scenarios you're in. A lot of it is because I've been there as well.   If you understand your red ocean it allows you to craft a story for your sales that connects emotionally with your ideal customer.   A purple sales message Did I talk about the chapters in the book? No! But people still wanted it.   Too many people are like, "Oh, I gotta build this last feature in my offer to make it sell”.  No! That's NOT what makes it sell.   The sales message is what sells. It has nothing to do with the product. It's all about the story selling. Story is the sales mechanism. The product just fulfills on its promise.   That's what’ll make you scratch the itch and go:   "Oh my gosh, I remember that chapter he talked about". Even though I didn't.   "Oh, this chapter is amazing. I remember the backstory. I wonder if this is what he was reading on the bench?"  Even though I didn’t mention that at all   You begin to romanticize certain elements of the product.   So when you see the product for the first time, you're like, "I know the backstory behind this feature. I know why this was such a big deal".   It is one of the most common things that I run into when I'm coaching people... "Steve, I haven't launched yet, because my product's not done"... *WRONG*   It has nothing to do with the product.   STORY SELLING   We often use product development as a logical excuse, (although it is NOT), for why we haven't launched. It's, “How I can sell something that isn't yet made?”   Take the money. It's NOT bait and switch. Your customer knows the product isn’t  made yet... and then, once the market has voted with their wallet, then you go make it.   I call this the purple sales message... the power of it is that you’re able to test a whole bunch of stories that allow you to make your product with security rather than risk…   Don’t want to spend 8 months building a product (as I did my first time) that isn’t market validated.   Russell sent me a message saying, "Dude, you've got to stop telling that story. They're not gonna believe you when you actually go sell something".   That's the point I'm trying to help you guys understand that this is how stuff is sold. It's got nothing to do with the product.   No one gives a crap about your features. It's not the reason why someone buys.   You can still obsess and over-deliver for your clients and your customers. I believe in that…   BUT do it with the understanding that this is NOT what puts money in your wallet.   What puts money in the wallet is the sales message. Products never sell themselves. The sales message and product are two separate and independent assets   Boom! If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies also, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That's what I struggled with for a while until I learned the formula.   So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.   Wanna come?   They’re small groups on purpose so I can answer your direct questions in person for two straight days.   Hold your spot by going to OfferMind.com. Again, that's OfferMind.com.  

PAPA LARSON TALKS PERSONAL GROWTH AND BUSINESS GROWTH Today I'm gonna teach you guys about the INTENT TO BECOME. I know it's a little bit of a heavy title there but I really wanna tell you know about this. If you’re are not aware, inside of Secret MLM Hacks Radio there's a way to ask me questions. I go back and listen to a lot of your questions. Thank you, by the way. If you wanna ask a question, just go to SecretMLMHacksRadio.com. It has you opt in which is more to protect me because I do put these on the show. You're about to hear it. At the bottom there's a button for you to record your question straight from your browser. You can ask anything that you want. I'm not gonna say who this is from... But I get this question very frequently. I wanted to address it. I have personally brought at least 4,000 people through this process now. Personally. This is a common question. A lot of the people I bring in are brand new. They’ve never had any success online before. It is common for me to get this kind of question… And I just wanted to share this. I'm not gonna show you the name and I’m not here to badmouth this individual. I understand EXACTLY why I am behind the camera and why you're watching. I understand WHO I AM and WHERE I AM. That’s because of… GOD - He helps fill in the gaps MY willingness and determination   THE MOST COMMON QUESTION ABOUT SUCCESS “Hey, Steve. Is this actually guaranteed to work? I'm tired of chasing shiny objects. Thank you.” WHAT? Are you kidding me? "Is this guaranteed to work? I'm tired of chasing shiny objects." FIRST OF ALL, chasing shiny objects is not my issue. That is yours. And secondly, is it guaranteed to work? There was a lady who was yelling at me on a page two weeks ago. WHY? Because I would not guarantee success for her inside the Secret MLM Hacks. Would you guarantee success for someone inside of your MLM when they join it? You won't? WAIT… You will under what contingency? Oh, that they actually do the stuff and do the work?   THAT’S EXACTLY THE SAME WITH ME! I just told her, “Absolutely not. I will not guarantee success for you in this.” And she said, "What are you talking about?" She asked me for the guaranteed ROI on joining the program. I said, “We've had multiple people recruit several hundred people in a month with my program.We had one freak of nature recruit almost 1,000 people in a month.” People are recruiting more than they've ever done and making money in MLM for the FIRST FREAKING TIME in their life!   WHAT’S THE GUARANTEED ROI? "Stephen, what's the guaranteed ROI?" What's the guaranteed ROI of anything? It has everything to do with how much effort you put into it. Someone else asked me the question, "How do I motivate my team?" YOU HAVE THE WRONG TEAM! If you have to ask that question, you have the wrong team! You have the team who's asking, "What's the guaranteed ROI? Will you guarantee success for me?" FREAKING NO. I don't OWN your success. No one owns mine. No one OWES me a thing. And no one owes you anything. It drives me nuts... Boils my blood, when people say things like, "Oh, I deserve this." NO! YOU DON’T! I don't deserve ANYTHING in my life. And no one OWES me anything. I will work tooth and nail for it and I'm willing to do so. My programs work when the people work. And when they work, they have success with it. Just like anything in life. ANYTHING IN LIFE.   I’M THE LEAST LIKELY SUCCESS STORY I did not know how to talk. I'm not just saying that. I had almost a near clinical fear of adults. If I saw someone walking towards me down the hall, I would turn and walk the other direction. I got pulled to the side by a high school teacher and congratulated because she said that she could hear me. I said, "What are you talking about?" She said, "I could barely hear you at all. You actually project your voice now. I'm just congratulating you, I'm really excited about that." I was not even self aware of it. I did not know how to talk. Am I the most eloquent speaker? NO. I say, “Uh, ah, um, er…” all the time still. I'm totally fine with that. I was completely broke. We were living on loans. Not even paycheck to paycheck. Everything that you see right here has been sculpted. NOT GIVEN. I love the quote, "Know thyself," but ironically, I believe the only way to know thyself is to sculpt thyself. People tell me things like, "Well, Stephen, of course you can be successful because you have this show and you've got these other pieces here and you've got automation.” Yeah… BUT I WASN’T THREE YEARS AGO! You feel me? I'm yelling because I care. Okay? Passionate Papa Larsen's coming out. It’s time for real talk with Papa Larsen.   DO I GUARANTEE SUCCESS? I work with a lot of brand new people who've never actually finished pushing through something.Go I guarantee results? HECK NO. Nor would I ever dare to. It's not for my benefit, it's for yours. I was broke, I couldn't speak, I got kicked out of college my first semester. Literally. I got mercy graduated from high school. I am the least likely success story. It wasn't until I sat in front of the mirror one day and asked myself, “What do I want with my life?” I had nothing. Getting pretty close to rock bottom. I actually ran from home. These are true stories. This is the upbringing of Steve Larsen, okay? I killed Stephen and birthed Steve. I had to get rid of a lot of my old self and become something new. When somebody comes to me and they say something like, "Stephen, what's the guaranteed ROI?" I know that they're trying to find a logical reason to excuse themselves from personal growth. I don't sit for that. I'm willing to say, "Look. This is a personal growth moment. It's not up to me. It's up to you. I can give you the tools but you've gotta freaking pick it up and still swing the hammer." They'll be like, "I can't pick up the hammer." Go do some form workouts. That's not my fault. I'm not gonna make the hammer any lighter. We don't pray for the weights in the gym to get less heavy. We pray to get more strength. Business growth is no different. For you to sit back and give me the ownership over your success is STUPID.   WHAT’S THE GUARANTEED ROI? A lot of this comes down to the way MLM is positioned. MLM is often the gateway drug into entrepreneurship. A lot of entrepreneurs were once in MLM. Or still are. Just like myself. I came in through MLM and I left it for a little bit, learned and then I came back. But I had to go through some personal growth. There's no way that I could have done any of this five years ago. I didn't have the discipline, the drive or the motivation. When people say, "How do I motivated my team?" YOU HAVE THE WRONG TEAM! You should not recruit everything that has a heartbeat. This is the reason I have people go through an application process to join my downline. I am looking to see how much ownership they have taken in their life. I don't care if it means business ownership. What's their level of responsibility? I know that this is a very forward response, but I hear this so often it drives me UP THE FREAKING WALL. Your success is not on my shoulders. My success is on no one else's shoulders. It is completely on me. No one owes me anything. I don't deserve anything. Nothing is due to me. It's the same for everything else on this planet.   SUCCESS IS A STATE OF MIND One of my favorite quotes says something to the effect of, "Your level of success in this life is parallel to the number of problems that you've solved." For a problem to be a problem it means it needs to be hard. So many people are like, "Man, you're saying I gotta learn how to do this or I need to think a little bit differently than I have in the past?" I struggle more to do this with adults than I do teenagers. Kids follow train tracks that have been built for them by adults and leaders for a long time. I find that a lot of adults never quite learn how to build their own tracks. They haven’t dealt with ambiguity or challenge. It has nothing to do with the material. That guy's having success, and that lady is, and those people are… But this person isn't. What's the variable? It's not the program. If you're not having success in your MLM, it’s not because of your MLM.   GETTING REAL INCREASES YOUR CHANCE OF SUCCESS I had to get real with myself. I talk with myself a lot. I'm not afraid to say it. I was 35% body fat. I had a double chin. I was working on a triple. 35% body fat. I was 210 pounds. I'm six foot now but I was 5'6". I was a tubby bubby. I was a fat kid in high school. There was a moment when I had to sit back and get real with myself. "Stephen… YOU’RE FAT!” It's truth. It's not mean, it's truth. “Stephen… YOU DON’T KNOW HOW TO LEARN. YOU’RE DUMB.” That's not mean, it's truth. "Stephen… YOU’RE BROKE." “Stephen… YOU DON’T KNOW HOW TO TALK." You know how I broke that one? I would take my computer, get in front of a mirror and watch guys on stage and mute the volume. And I would physically mimic their actions and their movements. Dance around in complete silence trying to mimic so I could break out of my shy self. This is not a me, me, me session. I'm just trying to use myself as an example. I believe in sculpting myself. It's not know thyself. It's sculpt thyself. I don't care who I AM, I care who I'm trying to BECOME. Only you can truly know where you are and where you are not.   ONLY YOU CAN GUARANTEE SUCCESS FOR YOURSELF Someone who has gone through something challenging and they've learned who they really are… They’re a rock star. David Goggins has this great thing called The Cookie Jar. He said, “Every time I something hard comes up in my life, I go with my cookie jar. I'll close my eyes and think, ‘I'll be alright. What have you done in the past that's awesome?’" Open up your cookie jar and look at all the awesome things you’ve done. The great stuff for your personal growth, or business growth. “Look, Stephen, you almost got straight As coming back into college after you learned how to learn. Man, you a bad mama jama.” Those are things that I look back I'm like, “Man. You a bad mama jama. Woo!” I get myself a little bit of a pump up to remind myself that I can handle the challenge ahead. If you've never done anything challenging, you have no cookie jar. So when someone ways to me, "Oh, guarantee success for me." FREAK, NO. Go do something hard, then come back. Because you need to learn who you really are. Lots of people ask me why I do what I do. Here’s why… My favorite moment is when I'm on stage and I can see it in their eyes… Something has just changed in their essence of a human being. I was speaking at a three day event once. People had paid $15,000 to be there, it was awesome. Russell Brunson turned to me and asked me what was wrong… and I said, "You know, it's weird, man. I can stand up and I can see who's not just getting it, but who's actually going to do it. Is that weird?" He laughed and said, "No. That's funny you're getting that already."   IS ANYTHING REALLY GUARANTEED? When someone asks me , "Can you guarantee success for me? What's the guaranteed ROI?" NO. I don't know you as a human being. I don't know what you've been through. I'm not gonna hold your hand all the way. I will guide you to the level that you reach out. You come 50%, so will I. But if you're not coming even 10%, I'm not going 10%. The programs are there. I'm not hiding anything. It's all there. If someone's not even trying a little bit, and they're like, "Oh, it's a scam." NO. YOUR LIFE IS. This is Papa Larsen’s tough love. People who've never actually done much business-wise are attracted into MLM. Which is great. I'm love helping people who are brand new. I have programs for them to learn how to find success in this industry. But I don't recruit people who need motivating. I recruit the people who have innate motivation. There's a great quote by Jim Rohn. He says, "We must all suffer one of two things. The pain of discipline or the pain of regret." Those are some spicy truth words right there.   THE INTENT TO BECOME There are three kinds of buyers that I have noticed: The person who has intent to learn. They will by a course or product and actually use it. Someone with NO intent. They buy something and never do anything with it. The person who has the intent to BECOME - It is a special moment. It's the moment when I'm standing on stage and I see in their eyes that something has changed in them. And they've been set up for massive growth. That is my favorite individual to work with. If you have the intent to become, you have the understanding that this is a journey. You love the process as much as they do the prize. What I'm asking you is, take a little look inside yourself and say, who am I? What intent did I join MLM with? Do I have the intent to learn? The intent to become requires far more honesty and self-discovery. You need to get raw and real with where you are and where you are not. Sometimes that can be uncomfortable. Are you trying to become who you wanna be? If you don't know what you wanna be, it's the reason you probably feel so much frustration. It's hard to get somewhere without knowing where you're trying to go. There's a coin that sits on my desk that reminds me of this all the time. It says, "The obstacle is the way." on the front and on the back, "The impediment to action advances action. What stands in the way, becomes the way." I just want you to know that I care about you all. I get really passionate and focused about this stuff because my life has changed because of it. No, I will absolutely not give you a guaranteed ROI or guarantee success for you. I will guarantee you a sweet, awesome way for you to develop and grow and become someone amazing IF you own it.

This is one of the reasons I pursue this game so hard. Check out the other options you have to this funnel game…   Today, I'm gonna teach you The Wealth Formula, and why I'm so jazzed about this Funnel Game.   I'm really pumped to share this with you.   I ran through The Wealth Formula at my exclusive OfferMind event, so you’re gonna get a sneak peek behind closed doors...   Right now, I'm doing the One Funnel Away Challenge which is specifically targeted at people who are people new to funnels.   The Wealth Formula is my answer when someone says, "Stephen, this is really cool, but it seems like a lotta work. There's gotta be another way?  How long does it take the average person to be successful with this?"   ...I hate that question, it drives me nuts. I’m like, “Well, how bad do you wanna make a million bucks?” What Yield Will You Learn To Earn?   One of the benefits hanging out with the amazing people at ClickFunnels was that I got some cool insights into the books and courses they rated. I got to see who the gurus learned from...   If a guy who runs a hundred million dollar company thinks something’s cool… then I should probably think that's cool too, right!   Ya know what I mean?   If I hear, “Hey, I really learned a lot from this...” I'm like, "What was the name of that again?"  I'm gonna look it up and buy it.   I bought so many books when I worked at ClickFunnels... because I was just like, “If Russell thinks that's amazing, I need to make sure I have that info for the future.”   I’d be sitting feet away from people like Tony Robbins or  Robert Kiyosaki, and if they said, "I read this great book recently... " I’d be like, Boom! BUY IT.   The Wealth Formula was one of the things I heard about, for the first time, while I was at ClickFunnels... and it was life-changing for me.   I already believed in funnels, but this was amazing.   Capitalist Pig, Baby!   At OfferMind I did a presentation called: “What Yield Will You Learn To Earn?”   I walked through how much money you can typically expect to get from different kinds of investment vehicles…   I know there are people out there making MORE money from some of the ways that I  talk about, but I'm talking about the 80 percent majority.   I don't wanna learn stuff where I have to learn exceptions to the rule in order to make cash. I'm interested in the rule.     … the cash causing models.   If I do  X, Y, and Z, will I get this amount of money? I'm looking for the 80 percent rule. The default that makes the cash most of the time.   Let me show you how the Wealth Formula plays out…   THE WEALTH FORMULA   QUESTION #1: Figure out how much money you're willing to put away into an investment account every month for the rest of your life? You don’t touch it, it’s just meant for investments. Write that amount down.     For this example, I'm gonna use $165...   Can you put $165 in an account every month?   If you're like "Hey, I can't do that right now." That's okay, you're solving the problem ahead of time... and that's cool. QUESTION #2: How long will you leave it there?   Okay, let's say 25 years.   For 25 years, you're not gonna touch that money. It's not meant for income. QUESTION #3: What yield will you get? What yield you’ll get depends on the investment vehicle you choose? … And that's one of the things I wanna talk about here. QUESTION #4: What’s the total amount of money you want?   Let's say, a million dollars… that’s a nice round number ;-) So now, I wanna run through a few examples with you… because if you knew how to earn a higher yield... what would that mean for you?  CLUE: *IT’S HUGE*     RETURN ON INVESTMENT…   WEALTH SCENARIO #1:   So let's say you take $165 every single month at a yield of zero percent (and just put it under your mattress) for 25 years.   How much money would you have?   After 25 years, you’d have $49,500.   I know you mathematicians are freaking out over the fact that it's zero percent, just get past that... you’d have $49,500...   Could you live off of that if you retired? Probably not, right?   You’d get creative real fast…   WEALTH SCENARIO #2:   Let's say you take $165, and you want to learn to earn 3 percent for 25 years.   Q: Where can you guarantee to learn to earn 3 percent?     A: Some savings accounts… I'm talking guaranteed, you understand? There are some savings accounts out there right now, not many anymore, but there are some that'll give you 3 percent if you just leave it alone.     Q: What would the total be after 25 years? After 25 years, the total would be $73,775 (I left out the cents).   Let’s keep going…   WEALTH SCENARIO #3:   $165 per month at 6 percent for 25 years…   Q: What's an investment vehicle that’ll guarantee you that return on your money for 25 years?   A: A Certificate of Deposit (CD) from a bank. You can totally get six percent from a CD. You loan the bank your money for 25 years, and you get back six percent back after that.     … 25 years at 6 percent equals $114,000. WEALTH SCENARIO #4:   Let's say you learn to earn seven percent…   Q: What investment vehicle would allow you to earn 7 percent over 25 years?     A: Last year the average mutual fund made seven percent from a 401k... ain't that crazy? Yeugh. That sucks! How much is inflation?   Do you think the value of money's gonna go up or down?  DOWN, right! It's on the way down… Not only can China buy us now, I think Canada could too. The dollar's going down baby. They're the one that made the American flag for three dollars and sent it over.   So…   If you put $165 per month in a 401K at 7 percent,  after 25 years you’d have…   ...$134,000.   WEALTH SCENARIO #5:   Okay, let's say you take $165, and you want learn to earn ten percent...   Q: What’s a guaranteed way to earn ten percent for 25 years?   A:  A Mutual Fund will do that. Again, NOT a lot of them offer that much anymore, but if you can find one, it’s pretty much a guaranteed return, right?     I'm looking for very sustainable, secure things that you can put your money into.   If put your $165 per month into a mutual fund offering 10 percent, after 25 years, that's gonna turn into $220,000.   Right next one…   WEALTH SCENARIO #6:   $165 per month at 16 percent for 25 years...   Q: What will get me a 16 percent return? Options start to get a little bit lower, right?   A:The empanada food franchise that we created at college came in at 16 percent.   At the end of that semester, we had to do a full financial P&L statement…   I was so embarrassed at my numbers. I stood up and said: "We only got 16 percent returns, but at least we learned a lot."   The professor said: You got 16 percent?" I was like, "Yeah, I'm sorry. I know... I tried really hard. It sucks! Fire me, please." He said: "That's amazing in the food business! That's not easy." He was the CMO of Denny's...   My knee jerk reaction was to yell out, "That Sucks! I'm never going into the food business, ever... “   ...It's not like that returns guaranteed, and it's not nearly as passive as some of those other models we’ve talked about! 16 percent over 25 years would yield….   ...$654,000. WEALTH SCENARIO #7:   Q: What investment vehicle will yield 20 percent returns on your monthly investment of $165 over 25 years?   Q: Tax Lien Properties are hyper guaranteed by the government.   You could take $165 every single month, package it up, and once a year go down to the courthouse steps and buy as many tax lien properties as possible, and the government says, "I guarantee you 18 percent ...  or even a 36 percent return."   Did you know you could do that? Interesting, right?     Over 25 years, that would turn into 1.4 million dollars.   Congratulations, I made you a millionaire! Is that cool? ...it's freaking pennies, let's keep going…   WEALTH SCENARIO #8:   $165 every single month for 25 years at a return of 25 percent.   Q: What vehicle would give you that kind of return?   A: Fix and Flips will definitely do that, right?     I've got great friends that do this. They'll try and flip hundreds of houses in a year. Obviously there are variants, but 25 percent is a totally realistic number. It's kinda low, but it’s a realistic...   Let's keep going...   WEALTH SCENARIO #9:   Let's say I put a dollar a month into something every month for 25 years, and I get a hundred percent return...   What would my return be after 25 years?   It's freaking huge = 375 million dollars!   Now I know you guys are gonna laugh at this... but it's to illustrate a point…   Q: What vehicle could give you that return on investment?   A: Sales Funnels!   I've never had such insane, consistent returns in anything like the funnel game... Let me show you how this works …   HOW TO RUN A SUCCESSFUL BUSINESS   There was a guy who came to Russell for a funnel. He taught you how to kill people. He was teaching self defense. Not like karate, “I'm gonna use this move, that move…” It was the dirty foul play, let's just make you live kinda stuff.   We hung out in Russell's garage on his wrestling mat for two days. I had to mimic poking Russell's eye out with my thumb, and all this crazy crap.   These guys were amazing at what they did. They taught us all about biology and the way the body really is: “Hit that organ. Then boom! It's done.”   I was like, “Holy crap, I love you, Russell. This is really heavy. Oh man.”   We weren't allowed to talk to each other. We were each others test dummies for two days. It was effective, but it was heavy.   We built this awesome funnel for him, and John starts driving traffic and we’re putting $1 in and he was getting a $1.30 back out.   But he was pissed. He was so mad at us.   I was like, "What is wrong with you?"   It would go up to $1.40, $1.50, then back down to $1.30… back and forth… He was asking us, "What's going on? This is crazy."   We were like, “What is wrong with you? We’d be throwing a party right now!”   They were putting a dollar in, and getting $1.50 back out, plus some customers and people on their list.   Just upsell something... and that's a million dollar scenario.   Even if you’re just breaking even, you're getting customers for free. That’s a million dollar scenario... even if you suck.   INVESTMENT MANAGEMENT   My whole goal is to put a dollar in and get two dollars back out… c'mon let’s keep em going.   When I launched ads for Secret MLM Hacks, I put $4,000 in ads. That week, $8,000 came back out.   Then I put that $8,000 back in, and $16,000 came back out. I was like, "This is sick, let's do it again."   The next week I grabbed that $16,000 and $32,000 came back out. I was like "Oh, my gosh! This is starting to get big. Phew!"   I didn't take profit (That’s very key, don't take profit for a while), then I took that $32,000, and put it back into ads, and that month, “Crap! Only $48,000 came back out.” Darn it!   $4,000 turned into $48,000… Does that sound good to you?   Find an investment vehicle that does anything like what funnels can do? *That's my point*   There’s no better investment opportunity, no better vehicle for making it rain in your life than learning this sales funnel game.   NO COUPONS!   When someone comes to me and says, "Oh, I could save you a couple of percentage points on your house." I don't freaking care!   I am focused on how to make money, not save it. I'm not a coupon cutter. ...And I want you to have that same mentality too!   My mom is amazing… she'd walk into a grocery stores and we'd get two grocery store, grocery carts full of food, and they'd give her $400 at the same time. It was like, “I dunno how you deal with coupons?” but she figured out a way to do it. It was nuts.   BUT…   If you take the same amount of effort and just figure out how to play a piece of this funnel game the return on investment can be huge.   It's not like school….   You don't need to get an A in funnel building to make a lot of money. You can get an F, and put a dollar in and still get a dollar fifty back out.   That’s a fifty percent return. You see what I'm saying with this? This is where Papa Larsen comes out a little bit…   Okay, check this out… When I first launched I put a dollar in, and got four back out for a while.   ...Then ad fatigue starts, and that's totally normal,  and now, “Oh crap, I'm  putting a dollar in and only getting two dollars back out. Oh dang it.”   That's awesome!   What's the move at that point?   You call your ads person and say, "TURN IT UP!" Borrow if you need to and dump that cash in! Does this make sense?   This is how I've done it.   Maybe you broke even, or lose money the first few times you do it. Sweet! Who cares?   I've never taken a loan. I've never put a dollar of my own into my ads...   This is what I do instead:   Build up the audience   Sell the audience   They guide me in the creation of the thing I sell to them   They give me the cash   I take that cash and I dump it immediately back into ads; Boom back in. Boom back in. Boom back in   … those numbers start to get real big real fast after the fifth or sixth time. How much did it cost me to build that audience? Nothing, because I'm publishing on a podcast. I've never put a dollar of my own into my business. Ever!   THAT is why you learn to be a funnel builder. Welcome to the greatest game ever!   The numbers are easy to work, and you can suck at it and still make a lot of money…   But too many people are like, “I can't launch yet it needs to be perfect.” Oh man!   If I put a dollar in, I get 50 percent return back out. That's super realistic returns right there... and that's how a lot of people do it.   All these people that make a million dollars in three or four months, and get the actual Two Comma Club Award, this is how they do it! They just know the numbers.   I'm NOT even thinking about the fact that I might have an upsell, I'm just thinking on that funnel...   You go and add another funnel, and “Bam!” Way more money.   Who was it that said, “A well-executed idea is worth ten lifetimes of hard work.”?  I think it was J. Abraham... on a beach!   Anyway, $1.00 in, $1.50 back out for 25 years...   If you just did that... and you sucked... No upsells or anything else…   That's five million dollars.   Does it install hope in the noggin?   You can afford to suck at it the game for a while, but most people aren't willing to do that... or to get help when they need it.   ...don’t let that be you!   You can be real bad at the game and still make it rain   Mmm…. Oh, that's good one. It's gonna be on a T-shirt soon ;-)   Boom! Until Next Time…   Hey, I know this game can take a few tries to get the money flowing, especially the first time, right? And that can suck.   I also know from experience how frustrating it can be to know your business is just a few tweaks away from your next big payday, but you don't know what tweaks to make. I've felt completely paralyzed by that in the past, and it sucks.   I've been blessed to work with thousands of new and successful businesses over the last three years, and two things have really shocked me.   #1: I began noticing the pattern to success is vastly the same, but everyone's spot on the path is obviously different.   #2: I've been shocked and overwhelmed by the number of people asking for my help, my systems, and funnels in their business.   Well, until now I've never had a system or product in my own business to help you build yours. Now, I'm finally able to be public about all this.   If you'd like my help to build your offer or sales message funnel and even your content machine, go to myofferlab.com.    The path to online and offline success is 80 percent the same regardless of the product, price point or industry, and it works if you're new, or are already a killer in business.   You can get more details on how to get my personal attention and frameworks in your own business by going to myofferlab.com   In-person classes are limited to 60 people each, and frankly, I can only do about two of these a year. Get more details, and even jump on the phone with us for free at myofferlab.com

"value ladder" "growth strategy" "money making business"   These are some of the elements I look for when I'm deciding if I should enter a market. I only want the Red Ocean's where the cards are truly stacked in my favor. Here's how…   Today, I’m gonna teach you the method I use to make sure that my value ladder crushes it…   And “Yep, you’ve guessed it.” There’s a science behind the way I make sure that I have the right products at the right price points to sell at. If you want a money making business… and not just an expensive hobby, then listen up!   There’s gonna be a bit of Papa Larsen love, and I hope it’ll help you understand why your business may not be doing that well - even though you seem to have all the pieces.   ...Just picture me in a Santa Hat, if it helps to ease the blow.   THE VALUE LADDER   Hacking The Value Ladder was a specific section that I taught during my recent live event OfferMind.   If you don't know what a value ladder is… A value ladder is a way to design a business and map out your customer:   Acquisition   Ascension   Monetization   Continuity In college, I was encouraged to write monstrous 35-page business plans, which were not even that executable by the time you were finished plowing through them. Now, what you may not know is that the value ladder was kinda pioneered by Russell Brunson who did a whole lot of work to help figure out how to plot all those things on one graph -  value ladders are a huge deal. I never write business plans; I ‘value ladder.’ It’s a way to simplify everything I'm doing.   HACKING THE VALUE LADDER   I have a value ladder for both of my businesses which means I know the exact next step I’m building at all times - which is cool because it also means I know exactly what I'm NOT building as well.If you’re thinking, “Ok, Stephen, value ladders are awesome, but they’re nothing new...”   I want to show you the specific order I use to attack a value ladder that allows me to create cash flow and build my business at the same time as acquiring customers. But first, I’m gonna cover the basics…   Traditionally, a value ladder looks like this:   There are value ladders with more steps, but typically we draw them with three steps... There are two axes: One across the bottom   One that goes up the side   On one side we have "value" and the other side we have "price."   Now, you might be a bit confused by this if you're brand new in this game... However, Price and Value are NOT the same thing.   (This is a completely different topic which would be fun to rant on about sometime in the future.)The more value you give, the more money you can charge moving up the top. So  when I'm planning how to actually tackle a red ocean, I always look at: The likelihood of me making money?   How many cards can I stack in my favor, before I even start?’   To do this, what I like to do is tier the price points that are already in existence inside the market I’m hacking. I look at three different categories inside the market, and ask:   What’s the area of the cheapest price range?   What’s the area does the middle price range fall into?   What’s the area of the price range that’s towards the top?   Let’s take a look at a hypothetical value ladder...   A REAL ESTATE VALUE LADDER Let’s say I look at the three price points inside the real estate category and I find that:   Super expensive = $10,000,000 houses   The middle = $1-2,000,000 houses     Down at the bottom = $100,000 - $300,000 price range.     Now I have my market and the different price points that the industry is used to bearing... Next, I look to see, “How frequently does the average real estate agent make a sale inside each of those categories?"Based on what I discover, I can work out, “How much can I expect to make if I enter that market? If you’re sitting back thinking, "Oh crap, this is really, really simple."  It is, but, “Man, I'm shocked at the number of people that don't do this.”   They start selling some freaking knick knack and then ask, "How come I'm not making any money?"I'm like: Your funnel's great, your sales message is awesome, your offer is fantastic, but the industry you went into is not used to the price points that’ll actually make a lifestyle for you. I swear if someone tells me they're selling “Homeopathic Life Coaching” to College Students, I'm gonna go nuts!   This exercise helps you to determine whether or not you even want to enter a particular market.Just because I could enter a market, it doesn't mean I should. If that market isn’t a good fit for the lifestyle that I want, then I won’t go there.   I'm not trying to throw rocks here, but I am trying to get your freaking attention.   A “CHANGE YOUR WORLD” VALUE LADDER A quick story… There were some people that I’ve been coaching who (and I'm not gonna say what it was because I don't want to embarrass anybody), it became very clear that their target customer was extremely broke people. I'm not saying that poorer people don't need or deserve services, they do... I'm just saying that you need to make the business that changes your world before you can make your change the world business. Man, stack the cards in your favor.Make sure you think through this before you actually dive in.   Just because you could sell -  doesn't mean that you should. For example:   When I was in elementary school, we had these things called Pogs, these little circle shaped colored cardboard things that you could play a little game with.   I don't know that anyone ever actually figured out what the game was, we all just had 'em. Let’s apply the same strategy that I applied to real estate to Pogs…   Well, hey, look at this cool (hypothetical) value ladder.   These are the price points that the market is willing to bear to get their hands on some Pogs: Top Level = $100 Middle Level = $25 Down at the bottom, we can go super cheap - (we can get Pogs cheaper than everybody else)  = $5   We could auto-ship out to people for $10 every single month.   I don't even know if you could find someone to give $100 for Pogs? But how much margin are you gonna pull on something like that? You need to Hack The Value Ladder to see if it’s even worth you entering a market.     If you have a huge list, or you’re an e-comm killer you may be able to pull off the Pog game… but for your average joe, Pogs are not going to be a change your world business - the margins are just to low!   Now, let’s shake this up a bit and look at a couple of different metrics I use to determine whether or not I should enter a market… GETTING REAL WITH PAPA LARSEN   These are a few things that I look at when I'm building out a value ladder. For real, this is what I do. This is something that I look at before I: Enter a market   Think about traffic   Decide what my offer is going to be   ... before I even think through any of that stuff, what I'm thinking about is this: Alright, so down at the bottom we're going to put "typical margins."   What are the typical margins I can expect at the high price level, the middle price level, and the lowest price level?   Next, up along the side, we're gonna go with "time to fulfill."   The problem is that lot of you guys are making money, but you're spending too much time fulfilling.   I'm not saying you need to get out of your business. I'm saying that you should start thinking about other ways to make a lot of money with margins - without a lot of time to fulfill. If you’re still in your 9-5; that's a lot of time to fulfill with not much profit margin, right? It's the lowest spot on the totem pole, right there.So let’s look at this more closely...We fulfillment time on one side and typical margins across the bottom.   When you build a value ladder, the higher up you go the more margins you have.   Are there exceptions to the rule, "yes," but again, Steve Larsen is not about exceptions to the rule.  I want to know, “What are the rules that cause cash?”   I don't want to have to be constantly learning tricks to make money. What are the rules that make money? I can just follow those. At the very bottom price point #1 =  very small margins when you're selling something like a book, or whatever your low-end thing is.   Towards the mid-price point, #2 = there are more margins - you're going higher up.   At the top #3 - there’s even more margins going up - obviously, the place you wanna go is the very tippity top.   But first, you need to answer the question, “Who can you only sell to?” Typically, the people who will buy your high-end products are the people who are already your customers   When you're entering a market and you take people from the red ocean and bring them out to make a blue ocean, you want to focus on the middle of the value ladder first. However, the middle = lots of time to fulfill. If you're like, Stephen, "Why on earth would we create something on purpose that actually takes lots of time to fulfill?"  Follow me for a second, this is hacking the value ladder...The middle of the value ladder typically produces good margins Which means:   You can take the money and dump it back into ads.   You get good enough margins that you don't need your Facebook ads to be perfect on round one - 'cause they're not going to be.   You can get good enough margins that you can use the money to start building the business.   When somebody enters a blue ocean by building a product on the bottom of the value ladder, I know they’ve either got deep pockets, a giant list, are already an expert in something crazy... or they just like wasting money. I have a hard time understanding why anybody would enter a blue ocean, or try to create one, with a low margin, low time to fulfill product the very bottom of the value ladder.   It baffles me; I don't get it.   MY GROWTH STRATEGYThe order I always build my value ladder in is: Middle   Top   Bottom ...Because as I'm building the middle of the value ladder there are enough margins for me to go and mess up a little bit and that's okay. When I do get sales it’s enough of a mid-tier price level,  that I can a dump it back into ads and still be profitable.    The machine works. The systems work. The numbers work. BUILDING A MONEY MAKING BUSINESS   I build at the middle price point first because it proves out the main idea with the customer. We a customer from the red, pull them over to the blue, then prove out the main idea with the customer. Then I sell something more expensive to my existing buyers, NOT to those who are in the red ocean. This is the second place I like to go build - because it's a high price point and ironically, less time to fulfill than the middle. Finally, down at the bottom, when I start running out of customers, I start building break even ways to fuel the two top tiers. Down at the very bottom, before these three steps in the value ladder, that's where I have my content. I take my content very seriously. I consider myself to be in the content business. It’s like my identity.   I am a content machine... and then I am Steve Larsen. I think it was Gary Vee that said that the first time I heard it. I build content, and that fuels the different steps in my value ladder. I'm NEVER not going to publish. I will be publishing for the rest of my life.Let’s break it down... The goal of the content is just to build a Relationship - that's it.   In the middle, the whole point is Acquisition - all I'm trying to do it acquire customers.   Next up is  Ascension.   The next step is Monetization - I'm selling my existing buyers more expensive solutions. What I'm typically looking at as I'm building out the offers that go inside each one of these tiers, is how to deliver the offer that I'm promising. If the job on my sales message is to give a cool promise, then the job of my offer is just to fulfill on the promise. The roles are not interchangeable; you cannot reverse them. That's the reason why when someone has a cool product, but it's not selling... the problem is, they didn't make a sales message - of course, it's not selling.   The role of the offer is to fulfill, not sell.       The role of the sales message is to make a new promise, not fulfill.     I just wanted to teach you what I'm looking at when I'm coaching people. There are a lot of frameworks running through my mind when I start looking at peoples stuff.   I'm like, "Yes, no, good, bad, wrong order, look over here, don't look over there." You know what I mean? So that’s how I Hack The Value Ladder  in order to:   Discover what markets to go into   The order I build my value ladder - so I can build my business at the same time   I inflate a blue ocean and put the scaffolding in to win. However, what I find is that when somebody reads the book DotCom Secrets, their natural inclination is to start at the very bottom and build a break-even tripwire funnel. They're sexy, they're cool, I totally get it. Ironically enough, they’re more work than any of these at the top. Typically, they take so much more time to build, but not that much more time to fulfill after the sale.   … Now, a final bit of Papa Larsen Love,  I want to show you why undercharging my actually be damaging your value ladder and your business, and what to do about it… DFY - DWY - DIY   You'd be shocked how many people in Russell's inner circle have never read Expert Secrets or DotCom Secrets. It shocked me like crazy. I thought they were joking, and I started laughing openly once at a Mastermind. You have to understand that a lot of these people, they're successful business owners, a lot of them don't have time to go through the next book, they just want the "done for you" solution. So when you’re looking at services: At the bottom, we have the "do it yourself" solution - DIY In the middle is the "done with you" solution - DWY   Then at the very tippity top, we have the "done for you” solution - DFY   I’m gonna tell you something that might shock you…   There's an individual that I buy services from who is an absolute killer, but I was blown away at how freaking cheap their services were. I thought at least that I was going to be charged at least five times more than the person said they were going to charge me. I was like, "What?" This has happened to me multiple times. Guys, stop selling your "done with you" services at "do it yourself prices." Okay? Cut it out. You're actually hurting yourself. I actually lost a little faith in the person's ability to fulfill and deliver to me. I actually refused to pay the cheaper price.I was like, "There's no way I'm gonna pay you that much." They were like, "No, no, it's totally fine, totally fine." I was like, "It's not fine." I was like, "You charge all of your clients this much money? That's pennies, that's absolutely nothing." If you’re reading this, you're probably already better than the majority of that market at what you do.   Stop selling your stuff at stupid, dumb low prices just 'cause you're afraid and you have a price aversion. Your sales message is good enough to sell   Your offer is good enough to fulfill   Your funnel is good enough to deliver   BUT you're NOT making money because you're selling “done for you” services down at “do it yourself” prices. That's exactly what this person was doing. It was almost nothing. I was almost embarrassed. I actually felt like I was in the wrong place. I actually refused to even take this person’s services on until we 4X’d the price. That's a true story.   We actually didn't even decide to do business with this person until they 4X'd their price and then it was just like, tolerable enough compared to all the other services and, I mean I have a lot of agencies working for me.Even Colton walked over to the camera, "Look, do you know how hard it would be for Stephen to do this on his own? There's no way. Come on, it's worth way more. Are you serious?" It was an insanely low price. Done for you services at do it yourself price.”   I actually felt embarrassed for the person at how shocked they were about what I was saying. And I don't want you guys to go through that. ... And what I'm trying to get you guys to understand is:   Just because you can sell something, doesn't mean you should   What the order you're going to enter your blue ocean in   What are the historical price points that your market is used to bearing... and how can you enter in near the middle - a little bit more expensive.   Be premium, but within the expectation that people already have at those of price points. Russell told me that when he started selling and doing all this mastermind stuff, the accepted market price point for a year-long mastermind was five grand.   Russell's Mastermind is 50 grand now, and he's a part of where he pays 100 grand a year… but that wasn’t possible six or seven years ago.   The historical price points of the market could not bear those levels. So if you don't know what your markets price points are now, Hack The Value Ladder - there’s already is one in existence inside the red ocean.Understand what people are already used to paying so you don't have the embarrassment of someone going, "That cheap?" ... Because I will tell you, I felt like someone got me inside a cool Ferrari, I just went and test drove it, I was super excited about it...Then I got out of the car, and there was a smug look on the salesman's face and they said, "Hey, we're going to give you this awesome Ferrari for only $2000!" You'd be like, “What's wrong with it?”   When someone is too cheap, it doesn't feel like a deal. It feels like you're in jeopardy.   Funnily enough, I felt more taken care of after spending more money If you're like, "That sounds stupid. Stephen, you're dumb. Why didn't you get the discount?" You need to understand, it's not about the money at that point, it's about the value - and they're not the same thing. You need to know that people are looking for that from you. I never do discounts, and you don’t need to either. So if you’re undercharging, raise your prices. Just raise your prices! Understand the historical levels, then go a bit more premium   Understand that the order you're gonna attack the value ladder in is: #Done with you  #Done for you # Do it yourself ...And when you do that, my friend, Welcome to the Capitalist Pig Game -  it’s so much easier to do it that way. Until Next Time - Welcome to the Capitalist Pig Foundation! Hey, obviously the funnels already dead if you can't get anyone to opt in, right? So I spent four hours teaching an audience how to get high opt-in's. When they work, when they don't work. If you want access to that member's area, where you can watch those replays, just go to freeoptincourse.com to create your free members account, now.

What's going on everyone? It's Steve Larson, and this is Sales Funnel Radio! And today, we are gonna talk about webinars.   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 Larson and welcome to Sales Funnel Radio.   What's up guys, hey, okay first of all... I know I got a rubber fish in my hand. We'll get to that in a second... this is called a hook ;-)   Hey, I’m tired of the question, and I think this has been a bit of scare that has happened across the internet, as you guys know, (or if you haven't known), Google Chrome no longer allows auto-playing videos on page load.   What that means is that for everyone who's like, "Hey are auto webinars dead?" I wanna address that question today, 'cause I'm getting it from a lot of my personal students, for coaching that I get from other people that I fulfill on - I get it a lot of places. I even see other gurus saying things like "Hey, webinars might be dying."   Let's talk about this, okay...   So two things here:   #1: the answer's "no!"   #2: I actually wanna drop in and I screenshotted my stats from our webinar over the last month. I grabbed it from the last month - simply so you can see what's been going on for us because the Chrome update has been out longer than a month.   So what I'm gonna do is share with you guys.   We just barely turned on ads for this funnel, we re-turned them on three weeks ago.   Now if you don't know, I have several strategies for how I get traffic inside that funnel:   The first way I get traffic is, I do a lot of Dream 100 stuff and that's actually where this fish is coming in - we've got 100 of these, it's a full-size fish, a full-size trout and we're shipping them out to people in the next two weeks or three weeks.   What we're gonna do is we're inviting them to “fish-slap the crap out of the old ways!” Ha-ha get it? It's talkable, it's not expensive. Please do Dream 100. Anyway, so Dream 100, that's the first way.   The second way is with affiliates. I treat Dream 100 and affiliate stuff in two separate strategies - they are not the same strategies.   With Dream 100, they're existing influencers, they have big lists already, right.  I go in, and I'm like "let's do a joint venture together, I'll split 50/50 with you."   With affiliates, they may not have a big list yet, but they're willing to go promote, they're willing to push it out there, right, and I give them a percentage for going out and selling.   To get the affiliate thing off the ground, I launched a program recently called affiliate outrage. It is a free program that teaches people how to make money as an affiliate, selling anybody's products, but all the examples I use in the training are for my products - so hopefully inadvertently they actually go and start promoting my products.   I had about 15 or 16 other massive, massive experts come in and teach courses that were for free -  normally you'd have to pay tens of thousands of dollars for this.   For our Dream 100 strategy and we had like 20 or 30 people reach out to us a few weeks back and we've got our JVs setting up. We're doing all that now - it's a lot of fun.   We also have the affiliate traffic, that's coming in.   The third way I do it is publishing; I have a podcast show dedicated to my major products.   So there's a podcast show for this very webinar funnel that I'm gonna share with you guys right now.   Then number four is ads.   Do you see how many things I went through before I got to ads!   Ads are usually the thing that people run into first. I'm not saying not to - I'm just saying there are other ways to do it, okay.   So what I'm gonna do is go in and show you guys exactly what we've been doing - and when I say "show," I mean I'm gonna talk about it.   For those of you guys who are in iTunes right now, just know that I'm holding a 12-inch massive rubber fish!   For those of you guys on youtube, you guys can see it.   Anyway, awesome stuff okay.   I have my phone here, I just took a picture of my screen about three minutes ago before I started this, and these are the actual live stats. Here's the thing you have to understand about webinars right now; "yes, chrome shut down the auto video playing thing," but did they really?   The answer is "no," okay! That's gonna be maybe controversial depending on who you ask, but the reason for my answer is:   In Clickfunnels there is a feature in the native video element where I can still have the video autoplay - I just can't have the sound autoplay.  So the page can load and start playing the video - all they did was put a film over top of it that says, "Turns On The Sound."   So I still have audio playing videos in my webinar funnel. My auto webinar funnel is still autoplaying - you just click "Yes" when it asks "Would you like to autoplay?" If you block pause - the video starts playing on page load -   they can't pause it.   However, what we've done is change the text on the film they've put on top of the video. The film is kind of dark and slightly transparent, so they can see the video playing in the background, but I have the text say, "Click to join live session in progress."   When they click- the sound turns on and the film goes away, and it picks up right from where it is right there. So if they don't click, they're not seeing it from the beginning of the webinar - which is awesome.   I've actually been using it to my advantage; I put things on the actual page that say, "Hurry! Click above to join session in progress."  I have an arrow down below saying the exact same thing. I pre-frame.   You can also pre-frame in the confirmation email, you can pre-frame them in the actual page ahead of time by saying, "look, you're gonna join a session that's actually going live, you're gonna join a session that's starting right in the next few minutes - it will autoplay."   I don't know what the big scare has been about because we're still doing it and it's been awesome.   So let me share with you guys actual stats, that sound good?   I might offend a few people when I say that sort of thing, 'cause they're like "Ah, but it's not true autoplay." WHATEVER! I actually like it. It's a micro-engagement before they actually go and actually watch it. It's been amazing actually.   I've actually really enjoyed this whole feature. We're actually using it to our advantage. I'm not gonna fight it, "let's just go with the flow and use it to our advantage." Instead of fighting it, there are these little micro-engagements before the page loads.   I'm like, "Hey, once you get in there make sure you click soon because it will be playing and you wanna be able to turn your sound on and make sure everything's set up."   It's just one extra step of micro-engagement, and we seem to have more attentive attendees.   Alright so I got my stats here. I'm gonna walk through my stats real quick. This is from June 21st through July 23rd, 2018, so just over a month starting from today just about a month in the history.   We have about $3.35 earnings per click. Not bad! Remember that we turned ads back on about three weeks ago.   Let me run through our page in the last month:   The registration page has 1798  unique page views. 1800 people have seen that page uniquely in the last month.   63% have opted in. A 63% opt-in rate on an auto webinar funnel, you guys, I can barely even get that on a live webinar funnel!   Usually, when you go from live webinars to auto webinars, you get a drop in conversion rates. Mine went up!   We also are selling it harder, we've put a whole bunch of testimonials on it recently, and it's just really boosted a bunch of stuff.   Anyway, so 63% opt in rate, that's pretty huge.   So 1100 people have opted in. For those of you guys again who are listening I'm looking on my phone right now. So we're just reading the stats right here.   A 63% opt-in rate, that's ridiculous! From that, we have on the auto webinar funnel - I get about an 8% purchase rate.   So from those who actually register, there's a drop off from those who register. Right after they register, they get sent to a self-liquidating offer, and that's actually selling quite well.   Only 10% of people actually see it. It's a little over 10%, maybe like 15%, about 15% of the people actually see the self-liquidating offer, actually click over to the actual order page, but it's a 35% purchase rate.   It's pretty crazy, so overall when compared with the other, it's maybe more like 10% purchase rate from the actual traffic coming on in, which is pretty great for a self-liquidating offer.   If you guys don't know what that is, it's self-liquidating, meaning, we have spent about $2000 in ads, just testing stuff - we're turning things back on slowly.   We spent about two grand in ads in the last month, we have made about $1700 in sales on that self-liquidating offer. So we are literally right now just about breaking even on all of our ads spent for that funnel. That's crazy, okay, that's crazy.   We don't have all of the targeting ads turned on. We haven't even really started making new ads. I mean these are all great signs of a fantastic webinar, it's been awesome, and we had great successes with them too.   I've loaded just tons of awesome case studies and testimonials from that product just in the last like three weeks, and that's really helped a lot as well, anyway.   So again, we only turned ads on about three weeks ago, so this is over the last, so for about a week there, there was not much going on in that funnel for I don't know, like a month.   There was lots of other stuff that was going on;  I was building, putting things together.   We had 17 sales from $2000 in ad spend, but that ad spend was also liquidated; so we're putting a dollar in ads, guys, and we're getting three or four back out. It's more like, the four, yeah, about four dollars back out, but we're also liquidating on the dollar, almost. Isn't that crazy!   Remember we're keeping it tiny, this is not like huge, overall, the funnel's done about 19 grand in sales. And the average cart value is...   We're getting another $114 per purchase because of the self-liquidating offer. Which means for about every two people who buy the self-liquidating offer, one of those people, or the third one, is buying the actual full program. That's nuts!   Anyway, so are webinars dead?   Oh my gosh, let me just take this fish and just help you guys. "No! They are not dead, let me fish slap the crap out of that belief."   People are like, "Webinars are dead, they're dying, "do you think it's gonna happen?" No I don't, I don't think they're gonna die. I think you're gonna have to adapt.   I think you'll have to add one extra little step here and there, but I actually think it gets a better purchaser.   What I've been noticing is that the people coming in are buying. They've taken one extra little micro-commitment before they actually see the webinar, and they're actually better buyers, and it's been awesome. So none of this has been a detriment to us.   At first I was freaking out too, I was right along with everyone else. I was like, "but you know what, maybe..." And so we started looking at it, and so yes, we have auto webinars running to Facebook ads.   Again we got the Dream 100 stuff going, which we're about to do a ton of joint venture webinars with people on this product.   Affiliate outrage, that's going awesome, and that really hasn't even started turning on yet, as the time of me filming. Meaning, about the first week of that program, I just teach people how to set stuff up and kinda get things running inside their accounts to get things going, and then we get into actual promo strategies.   So as the time of me filming, that part has not actually turned on yet, so affiliate's not even touching it yet.   I also publish like an animal which has helped tremendously - a lot of buyers come from that.   And then we have the ads we've got running.   Those are like my four major traffic strategies that I just always fill slots in for them.   So hopefully that's helpful, so that's some of our stats. So we're still doing great on the opt-ins, still doing great on the purchases.   On a live webinar funnel, you're doing pretty good if you get a 25% show up rate to the webinar.   On an auto webinar funnel, because it's starting in the next ten minutes, right, the actual show up rate is significantly higher. We have about a 50% show up rate, which is awesome.   And then several people come back in for the actual webinar replay, and that's where a lot of purchases come through as well, so anyway we're doing a lot of little cool things like that.   I just wanted to show you guys and walk through that a little bit, and answer that question 'cause my strong opinion is absolutely not, they're actually not dying, but it does mean that you as a marketer, just add one extra little step in there.   It's already native to Clickfunnels. Just go turn on the button, okay. That's all you gotta do. Maybe go inside the actual email or the first page, registration page and say, "make sure you check your sound, click to turn on your sound so you can actually hear the session in progress," you know stuff like that, that's totally fine.   Another thing that's really helped a lot; we just put in this really cool chat element so people can chat with cool people that are in there. We're adding in live closers to the thing. Things that we'd do anyway, regardless if Chrome stopped it or not.   So it's my strong opinion that the answer to this question is, "Absolutely Not! Webinars are NOT dying!"   If you think they are, at least take the webinar script and use it in other places.   We're taking that webinar script, one of the things we're gonna be doing here in the next month is grab the webinar script and repurpose it.   I don't always wanna buy through a webinar. Personally, I don't like always buying through webinars. I actually like buying through a product launch funnel - that's one of my favorite ways to purchase something on the internet... or I just go to the order page and buy it.   If I know it's a great product, I'm just gonna buy it. I've done that many times. Some of you guys have done that with my stuff as well.   So webinar, right that's one way, product launch funnel, same script, different delivery.   I can take that same script, and I can go and make it a blog post.   I can make that same script into an audio program and have people listen to it.   Dean Holland actually takes his webinar script, and he turns it into a free plus shipping book. That script is gold!   So if someone's like, "ah, webinars, they're dying!" First of all, "no, I don't agree with that at all."   Number two, figure out other ways to deliver that exact same script - it doesn't have to go through a funnel. The funnel isn't the script. Does that make sense?   The funnel's not the reason that they do the buying. The funnel does the closing on the actual internet. So just deliver the same material differently. That's one of the things we're doing.   I'm very cognizant of the fact that there's a lot of people who will buy through webinar, but then you take the same script and just repurpose that crap.   Go around and put it in other places. Understand that there are other ways people prefer to purchase.   So, are webinars dying? No! First of all, number two, just take the same thing and blast it all over the place. I am super passionate about this. “Whoa, Papa Larsen's coming out a little bit here!”   You can take the webinar script on stage. Every time I've done that thing on stage we make money, and we close fantastically well - usually like, anywhere 20-30% of the room, which is pretty average, depending on the room, 'cause some people in the room are kinda crazy.   But most of the time I can usually close 20-35, 25-30%, it's in that range whenever I get on stage with it.   Russell Brunson usually does 40-50%! He closes half that room, baby. We'll get there soon.   So those are my answers to that:   #1: Webinars are not dying #2: If you really feel that way, just start taking the same script and deliver it in different ways.   Don’t blame Google Chrome.   Google Chrome is not gonna stand in the way of me delivering my sales message to people who do actually want to purchase my products. So take that thing and just repurpose it.   Hey guys, hopefully that's helpful. Again this is my invitation to “fish slap the crap out of that question and move forward with confidence.”   It’s my opinion from my own results on just one of our webinars. We have a second one launching here soon for another product.   They're doing fantastic, so I don't know what the big scare has been.   So anyway, that's my answer. Maybe it's a little spicy for some people, but whatever ... Those are our stats - those are our numbers. We've been making money.   Alright guys, thanks so much, I'll talk to you guys later.   If you guys have enjoyed this, please share it, comment, tell me if you agree, and I'll see you guys in the next episode, bye.   Aw yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?   Wish granted! Watch and learn funnel building as I document my process in my funnel strategy group. It's FREE - just go to thescienceofselling.online and join now