Podcasts about secrets master class

I just hired 6 new staff members for our salon… but did you know that it takes all 5 of these strategies to recruit and hire new staff successfully? Sales, Operations, Mindset, Marketing, and Education, listen now to the processes to anchor your success and grow your business. Plus, join me for the 10 Secrets Master Class on Monday, March 21st, Noon Est. www.salonhiringstrategies.com/10secretsclass --- Send in a voice message: https://podcasters.spotify.com/pod/show/bonnie-bonadeo/message

Have you ever wondered why I’m always creating new offers and products when it would just be so much easier to sit back and relax? Enjoy this episode from the archives explaining why I keep throwing out so many hooks! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. That’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, appreciate you all thanks so much. Talk to you guys soon. Bye.

Something interesting I realized this weekend about how to reactivate people, get them to commit, and finally give them their big ah-ha. On this episode Russell talks about planning a new 10x Secrets product, when he suddenly questioned why he continues to launch new products. He explains his motivation behind why he continues to do what he does. Here are some awesome things you will hear in this episode: Why getting so excited about a new idea made Russell suddenly question why he continues to put out new content. How spending money on training helps people re-commit to what they are trying to do. And why he loves reading which of his products gave people the aha that made them re-commit. So listen here to find out why it’s important for Russell to continue to put out content that will hopefully inspire different people. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. I learned something really interesting about myself tonight and I wanted to share it with you guys. Hey everyone, I hope everything is going amazing for you guys. Today was Sunday, I had an awesome day at church with the kids and it was just really, really neat. Some of you guys know, if you’ve been listening, if you’ve been following, I don’t know. Everyone’s plugged in different spots, different places. But Thursday I did a really cool thing, I took the day of work off and I tried to read the entire Book of Mormon in a day, which was awesome. I podcasted about it over at bookofmormonchallenge.com, if you want to go listen to that podcast you can go and listen to it. And then Friday, I did a training. So the training was for everybody who had gone to the 10x Growth Con event, Grant Cardone’s event. If you guys were there you saw at the event, I did a presentation and made 90 million, excuse me, not 90 million, that’d be cool, 3 million dollars in 90 minutes, setting all sorts of records and it was really, really cool. Then the next day I got up onstage and we did a bonus where if anyone signed up before I left, basically we were going to let them, I was going to do a workshop where I walked them through exactly what I did and how I did it and all that kind of stuff. So that workshop I actually did on Friday, which was really cool. I thought it was going to be about 3 hours long, I ended up going for 6 ½ hours. I don’t know, I just get excited and I can’t stop talking and sharing and it’s just a lot of fun. Hopefully you guys are okay if I over deliver. But it was cool. And then obviously, immediately afterwards I’m all excited to go and try to turn this into an offer and to sell it, and I bought 10xsecrets.com, and I’m like, “I’m going to put this in the offer, and this and this, and the training….” And my whole brain is going crazy with this whole process. And then part of me is like, why am I doing this? Why am I creating another offer, a new front end, another product? Maybe it’s because I have a problem, I got a funnel addiction, maybe a little of all those things, I don’t know. But what was interesting, I actually this weekend thought a lot about that. It’s fun, I love reading the Facebook comments of people in our groups and especially just hearing people’s success stories and stuff. And there’s this really interesting pattern this weekend for me, as I was just scrolling through stuff. So many people told me, “Oh for me Russell, it was when I read the Dotcom Secrets book, that’s when it clicked.” Or “Oh for me it was when I was at this event and you said this, and that’s when everything clicked.” And “For me it was when…” people are sharing what it was for them that made it all click for them, and when it clicked the business took off. And it made me start thinking, what were the pivotal parts in my journey where something clicked and it was like, transitional shift and shift and shift and shift. Twice this week I did trainings for the Two Comma Club X coaching program, where I shared something that had been shared other places, just had been shared differently and had different stories around it and stuff like that. And the same thing, people were like, “Oh that time it clicked. Now I understand where I’m going.” So you never know when, like when you’re sharing message which one’s going to click with which people. That’s why I keep telling my stories and my things over and over and over and over again, because you never know when it’s going to click for that person who’s there. Sometimes it’s repetitive for some people and sometimes it’s like the thing that makes it click. And I started thinking about this, I’m so excited to create this offer and then I was bummed about it because I was like, why am I doing this? The last thing in the world I really need right now is more money. I’m like, what is the reason? Why am I so excited about doing this? And then it kind of hit me, I think the reason why is that I know that, that training was the newest one I’d done. It was 6 ½ hours, I put my heart and soul into it because I wanted to over deliver. It was really cool actually. I actually went through and I taught the foundation of offer creating, because that’s the key to the webinar. Then I taught the Perfect Webinar, and then I went through the actual presentation from 10x and then I pushed play and watched and paused, “This is why I did that.” Push play, pause, “This is why I did this.” Just kind of went through the whole thing. It was interesting, I even found out a couple of new nuances to the Perfect Webinar that I didn’t ever realize until I was like pausing myself and I was like, “oh wow, I did that thing. I didn’t even realize that.” So I was sharing those things, talked about the price marinade, a whole bunch of cool things I’ve never really talked about before. But I was thinking about this, between our email lists and everything, there’s over a million entrepreneurs that follow me, right. And when I put something out, because not all million are still active, excited and engaged. If they were, I would have a million people using Clickfunnels right now, which we’re working towards that, but we don’t have it yet. I think we’re at 61,000, which is pretty awesome still. But I was like, those million plus people, my job as a marketer is like, re-engage them, and then re-commit them, and hopefully this time give them that aha. So I re-engage them by making a new hook. I talked in the last podcast about hook, story, offer. So I need a new hook to get them re-engaged. Because if I just keep selling them the exact same thing, it’s going to be hard to keep them in. But if you look at this, think about this. I have perfectwebinarsecrets.com, which is like the script and the cd of me teaching the Perfect Webinar right. Expert Secrets is me teaching the Perfect Webinar in way more detail.  Secrets Master Class, which is part of Two Comma Club X, the old FHAT event was me teaching the Perfect Webinar. This was me teaching the Perfect webinar. It’s me teaching it, but it’s like the concepts, the contents not the same, but it’s similar. But it’s repackaged in different ways. Where it’s like, The Perfect Webinar, that was the thing, that was the hook that will get them. Expert Secrets, I talk about that way, that’s the hook that will get somebody. 10x Secrets, we talk about how Russell made 3 million in 90 minutes, that hook will get a lot of people. It’s sexy, it’s interesting, it’s unique. The hook will grab a different segment, or re-engage people. Then, I honestly wish I could, that six hour thing, I wish I could stream it to everybody for free. The problem is I know that if people get it for free, they won’t do anything with it. So that’s why we make an offer, that’s why we make a funnel. Because then I’m hooking them first, then I’m charging them, and the physical act of them pulling out a credit card recommits to themselves that they’re going to go down this path again. So I hook them, recommit them, and then hopefully this time I give them the aha, the thing, that’s the one that…how many times have you gone and studied somebody’s stuff two or three or four times? Like you go to church every Sunday for 20 years of your life and all the sudden that Sunday, that person, whatever it was, you were ready right then. So for me I feel like that, that’s really part of this business. The money, and if you guys aren’t to this point yet, I’m just going to break it to you, the money is not that exciting, moving forward. There comes a point where your house is paid off, everything is taken care of, it’s just not exciting, the money part. But the impact fires you up. So it’s like, I’m hooking them. I have a million plus entrepreneurs, plus everyone else on Facebook, plus the entire world, throwing these offers out trying to hook them and get them to make a commitment. They commit themselves by actually paying for something, and my goal is for this time to give them the aha, the thing where they’re like, “Ah, this is the one.” And I know that 10x Secrets is going to do that for some people and I’m excited. The only reason why we charge and do funnels is because we can get to more people. We can pay for advertizing and that hook gets out to more people, which hopefully grabs people, gets them in, get’s them to commit to themselves and hopefully that will be the one that gets them. It re-engages people, re-ignites people. People who have been on and off, on and off, on and off, hopefully this will be the one for them. Anyway, that’s why. It was kind of cool. It gave me comfort, oh it’s okay for me to do this. I’m doing it for that reason. I want more people to be like, “10x Secrets, that was the one that gave me the clarity that I needed and the permission to do my thing.” Or maybe it’s Ignite Your Funnels, that’s coming out later this year. Or maybe it’s the next thing. Right now Julie Stoien and I working on 10 books, 10 front end books to bridge the gap. We’ve identified 10 submarkets that basically use Clickfunnels, so we’re trying everything in our power to bridge that gap, bridge that gap, bridge that gap. So we’re making 11R’s, training, and success stories, and this is part of our big Project Mother Funnel, but we’re….. Anyway, Julie’s writing 10 different books, one for each segment. You’re in ecommerce, this is how to use Clickfunnels, how to use a funnel. If you’re a business professional, if you’re a freelancer, if you’re an ecom, if you’re a business, whatever it is, if you’re in retail, here’s how to use funnels. It’s bridging the gap. My goal is, all these different offers we’re putting out there, for these segments, I want someone in that segment to get that aha and be like, “Oh, that’s why you use a funnel.” I had one of my buddies literally last night, it’s funny, it’s a friend from not business world, and I always forget that people see me on Facebook, but anyway, he texted me like, “Hey man, do you do stuff for service businesses?” and I’m like, “My whole body of work, anything I’ve ever done for the last decade of my life works for service businesses.” But because it doesn’t specifically say for service businesses, they don’t know it right. They can’t bridge that gap. So I wish the book was done so I could be like, “Yeah, get the book, it’ll tell you exactly how to bridge the gap and then you can go build funnels for your service business.” But we don’t have any yet, so that’s why I keep doing it. In case you’re wondering. Why I keep putting out offers, because I’m trying to hook people, get them to recommit to themselves and hopefully have that one be the one that gives them the aha that makes them move. So I’m curious for you guys, when was it? Which was the thing, the product, the idea, the thing that gave you the aha where you’re like, “That was the thing.” Or have you had it yet, are you still looking for that? Was it a video, a YouTube video, a podcast, a product you bought? There’s a reason why I’m preaching like crazy around the clock to you guys, it’s because I’m hoping and waiting and wishing that each of you guys will get that aha from one of these things. Give you the thing you need to like, “that was the piece. That was the piece I was missing.” So if you wonder why I publish so much, that’s why. I love it, and the feedback. I literally just scroll through the Facebook feed and I’m just liking everything, it just makes me so happy to see all the positive stuff. Anyway, that’s about it. I’m tired and I’m going to go to bed tonight because I’m getting up at 5 tomorrow, because this week’s going to be so much fun. Sleeping becomes a nuisance. Have you guys noticed that? If not, you’re not having enough fun yet. I gotta sleep, but I gotta wake up early so I can start the party. I’m getting up at 5 tomorrow because I got my next episode of the Bookofmormonchallenge.com podcast I’m going to be recording, then I’m going to be lifting with Dave and with James. Then the party starts and the week begins. So it’s going to be a lot of fun. Anyway, I appreciate you all, thanks for listening. If you are on YouTube, please click on the like, subscribe, comment, all that kind of stuff. I do actually, every YouTube comment does come to my email, so I do read all those, which is kind of fun. And if you’re listening to the podcast, please go to iTunes, like, comment, and subscribe. If you liked, commented, and subscribed in the past, please do it again because iTunes bumped us for a while, so we’re rebuilding the channel. So we may have missed your comments. So please come comment again. Appreciate you all thanks so much. Talk to you guys soon. Bye.

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

Click above to listen in iTunes... Here is how I have mitigated risk as I prepare to leave my job... What's going on everyone? This is Steve Larsen, and you're listening to Sales Funnel Radio. Welcome to Sales Funnel Radio where you'll learn marketing strategies to grow your online business using today's best internet sales funnels. Now, here's your host Steve Larsen.  Hey, so the last few days have been pretty intense, not in a bad way. There's good intense and bad intense. You know what I mean? But the pressure has been increasing. My wife came to me the other day. I think it was yesterday or two days ago. She walked up to me. It was morning time. You know, everyone's kind of getting up. She walks in and she's like, "I had a really bad dream last night." I was like, "Really? What was it?" She goes, "I had a dream that you were upstairs ..." I have a home office here upstairs, kind of in the corner of the house, which is kind of nice to have. I've got sound panels all over the place. I totally made a man cave. I love sitting in this room and creating stuff. I got whiteboards all over the place. Quotes on the wall. Three bookshelves totally full. Anyway, I love it. Sound equipment all over the place. Film stuff. I've got a sheet over on the wall over here, top to bottom. It's a black sheet that I stand in front of and film a bunch of 4K videos with, which looks awesome, super cool, and actually pretty pro. It looks pretty awesome. Anyway, I like video a lot. Anyway, back to the story. She goes, "I had a dream that you came down from the office. That you had left ClickFunnels. This was later on in the future, in January. You came down and you just said, 'Alyssa, is there a check in the mail?'" She was like, "I said back to you, 'No. Why would there be a check in the mail?'" I'm like, "I don't know," or, "Who it'd be from?" "I don't know. I'm just wondering if there's a check in the mail. We only have a thousand dollars in our bank account." This is all in the dream. My wife was like, "What? Oh my gosh. Are you kidding me? There's no money in the bank account?" Like, "What have you been doing?" I was like, "Ah, I haven't started selling anything yet." She's like, "Well, go start selling crap." Like, "What are you waiting for?" Anyway, the pressure is here, okay? The pressure is turned up. I'm excited. It was never my intention to be an employee. But I am super thankful that I've had this experience. I would never regret the fact that I've gone through this and that I've worked for somebody else and that it's Russell Brunson. I mean, come on. Holy crap. This is like a dream job which seems all the more ludicrous that I would leave ClickFunnels. What's funny about it is that there's a lot of people ... I don't know if some of you guys who listen to this that still think that I'm crazy about them. It's hilarious to me how many people have reached out, giving me their opinion on the fact that I should not leave. I go, "Okay. You have no idea what I'm going to go do." Some person messaged me and they're like, "Hey. Awesome. You're going to go do ..." I'm won't say exactly what they said, but it's just hilarious like ... It reminds me of the quote like if you're not marketing hard enough or if you don't offend someone by noon, you're not marketing hard enough. It's funny, guys. As you develop your own attractive character, be prepared to have a lot of naysayers that pop out. I actually kind of look forward to it now. If I don't get enough naysayers, I feel like I'm not taking as aggressive of moves as I should be, so bring it on. I like hearing the other side too, but man, every once in a while it's like, "Gosh." I wrote something back to a certain individual like three times, and I just ended up deleting it. I was like, "It's not even worth it. Just, ugh, whatever." It's funny. It's funny, but the pressure is on. So what do you do ... I know a lot of you guys are thinking like what do you do when you know that you're about to lose your job? I shouldn't say lose my job, I'm leaving. But most people they either lose their immediately because they got fired or they're leaving this other job with a two weeks notice. I've known for a very long time you guys, way before it was ever announced. Way before Russell every announced it before, everybody start talking about it. We have both known that I was going to leave ClickFunnels for a long time. What's funny about it is it's almost like ... I'm trying to think of an example, but you know like when you put something off and there's more ... I forgot the name of it. There's an actual theory behind this. It's when there's an ... Like if you have three months to get something done, because you have three months, there is added stress and pressure because you have three months of stress and pressure rather than it being needed to be done in three days because you know that it's three days. You know what I mean? It's been fumy because that's exactly what's happened. I've totally had sleepless nights. I've thought through ... I'm just being open about this, okay? I'm being open and I'm being real. I'm letting you guys know where I am. What's funny is I'm not nervous about creating revenue on my own. Obviously, I would not leave ClickFunnels without that being a very solid plan, which it is. I'm grabbing a little ownership and a few other things that I haven't quite announced yet. There's a lot going on behind the scenes in the world of Steve Larsen. But what I wanted to talk about real quick today was if you ... Okay, quick story. Russell has got this cool story he was telling me about the other day. I can't remember who, but he had this thing called like the 30 day challenge or something like that. I actually can't remember what it was called. But basically, the premise was this guy went around to all these gurus and he started saying things like, "Hey, let's say you lost everything. You lost your reputation or you don't have one. You're starting literally from scratch. What would you do to be back on your feet in 30 days?" It's a pretty powerful question when you think about that. Think about where you are right now and go ground zero in your own head, ground zero. No assets, nothing. No money, no reputation, no following, nothing. No list, anything, nothing at all. You have a ClickFunnels account and your rent on your internet has been pre paid for a month or something like that. What would you do? Right? What would you do? Someone messaged me the other day. They're like, "How can we not sleep anymore?" and stuff like that. What would you do if you knew you don't have a job in a few weeks? Come on. Tell me how would you handle it. I worked my butt off which I've been doing. We are more than fine. I made like 10 grand last week on this one event funnel, I'm sorry, application funnel. That's not to be cocky. I'm letting you guys know I'm not an idiot. I'm not going to just jump ship from something without any plan. It's a very solid plan. It's been there for a long time. It's amazing and extremely lucrative, and it's awesome. I'm excited to talk more about it once I'm no longer part of ClickFunnels, anyway, and tell you guys a little bit more about those things you guys can follow and totally funnel hack, which is awesome. Anyway, but what would you do? What would you think about? So I want you to know the process that I've gone through in my head to make sure that I'm ready to make the leap because I know a lot of you guys are trying to do that because you message me about it. A lot of you message me. I don't think you guys realize how many of the rest of you are also messaging me besides a lot of the rest of you also. There's a lot of messages that I get. It's fun and it's awesome. Please don't get offended if I can't answer every single one of them. It's logistically impossible now. But anyway, what would you do though? You think about that. What would you actually do? Then what I invite you to do is as I go through like two or three things here to let you know what I've done. I've already tested it. It's already making great money. It's already like this, you know, which is why I can leave, which is why I can go jump off and do that stuff. I want you to think through in your head your own checklist. What is it that you would do? Then I invite you to actually do it. Create that actual environment in your head and just get it done. You know what's funny about building funnels? It's really easy. I know some of you guys are laughing when I say that, but it is. Click drag, drop, click buttons, choose some colors, right? I mean, if you can send email, you can use the ClickFunnels editor, right? What most people screw up on and the reason why it gets hard for them is because they suck at making offers, okay? Funnel building is more about offer creation than it is putting a few pages together, okay? Any monkey can put a few pages together. They're even pre-done for you in templates where you literally would just have to change the copy on the page, okay? There's templates over the place. So then what is it really? Let's think about it. What actually is the reason why the funnel isn't working? It's because you suck at offer creation. If that stings a little, that's okay. It's medicine. Think through, "Wow. Do I actually know how to create offers?" Wherever you are in the world right now, I want you to raise your hand. I'm not trying to get on a side tangent here, but I want you to realize how I've been able to secure my landing as I jump from ClickFunnels, because I know how. I know exactly why. I want you to be the same. You've got to know why your stuff's working or why it isn't. If you don't know, that's the scariest thing ever. So I'm trying to shed some light on usually the number one reason why a funnel doesn't convert. Raise your hand right now and say, "I will not sell products anymore." What? "Oh, Mylanta. Steve Larsen, what are you telling me to do?" Okay, "I will not sell products or services anymore." Now you raise your other hand and you say, "I will now sell offers. I only sell offers now." Now think about that. The point ... I was getting kind of ticked off when someone's like, "The book Expert Secrets is only about info products." Bullcrap. It's not true at all. "The book Expert Secrets is only about webinars." No, you missed the whole point if you think that. Go back and read it again, okay? Webinars is just an example of what to do. It's an example of how to pull off what the book teaches. Expert Secrets is such a good book because it's about offer creation. It's not about webinars. It's not about info products. Those are just two examples of how to pull off what's it's really teaching you to do. If you missed it, go back, especially to the third section there what's called your moral obligation to sell. But honestly, the whole thing though, okay. The reason why I am totally at peace about this decision, there's some few butterflies here and there, but honestly, I'm very excited and I'm totally at peace about it. There's some freakout moments. I'm not going to lie, okay? It has nothing to do with whether or not my ability to make money. It has everything to do ... My biggest freakout has everything to do with not being around other marketers, okay? Sitting in isolation in my home office, that freaks the crap out of me. Not because I'm a chatty guy, I'm actually not. In public, I'm actually kind of shy. I am. I don't know what to say a lot of times. Whenever like after I finish speaking at an event or something like that, whatever it is, I'm actually pretty shy about it, okay? Anyway, it actually scares me more to just be alone and not be connected to the marketing nucleus that ClickFunnels is. You know what I mean? That actually scares me to death. So I have a few things coming out, a few things to help mitigate that. Things that I've watched and things that Russell has taught me one on one. As I sat back and I asked specific questions and realized like, "Oh, that's why you do this. That has nothing to do with you needing money over there is it?" He's like, "No. No, no, no, no." I was like, "That has everything to do with you staying connected and making sure that you've got the best of the best of the best." He's like, "Yeah." "Oh, man. Well, I'm going to do that." So just watch closely over the next few months because I am a funnel hacker. Anyway, so here's the reason why. It's because of offer creation. I've learned how to create offers. I'm actually using the same process that I teach as the Two Comma Club coach, the Secrets Master Class coach. This is not something where it's like I've read about it and now I feel like I can teach it. It's actually not that at all. I've been doing this for a long time and on my own before I worked at ClickFunnels, doing it for other people, doing it for their clients, doing it for their businesses, their customers, their product lines, and doing it for my own, right? Took a total hiatus, dropped pretty much everything except this podcast and a few other things as I started working for ClickFunnels. I will tell you that the two things that really made the jump, that it is making the jump more easy for me is that I've gotten much better at selling products. I'm sorry, selling offers rather than products. Then number two, I am far better at marketing and not just selling, okay? Those are the two major differences there. It's about two and a half, three years ago when I really learned the difference between marketing and selling, and then selling products versus offers, okay? When I sell offers, awesome. When I sell products, bad. I have to compete in price. When I do marketing, awesome. When I just do sales and no marketing, it's like starving leads kind of salesmen. It's not a fun place to be in at all. It's a terrible spot to be in. Anyway, so here's what I've done though, so I want you to know ... That's a long freaking intro. I'm so sorry. But anyway, here's what I've done, okay? What I did is I sat back and I thought, "What is the core of my business?" Now you think about what the core of your business is. Let's think about it. I think it's a ... Gosh, what book is it? I think it's Rework. Yeah, Rework. At a hotdog stand, can you sell hotdogs without relish? Yeah, you could, right? You could do that. Could you sell hotdogs, I mean, could you have a successful hotdog stand without having mustard? Yeah. What about buns? Technically, yeah, sure, you could. Could you have a successful hotdog stand without hotdogs? No, okay. At every single business and in every single value letter, there is a core aspect to the business. You got to figure out what that is, okay? If you don't know what that is, it's scary because you treat every product like the core and you shouldn't. That's where a lot of you will start getting in trouble and they start to ... they confuse offers and it causes a little schizophrenia inside of their customers because they don't know what the core of the offer is. They don't know what the core of the business is and what it's actually offering, okay? What I did is I figured out what the core of my business is and I placed it inside of a thousand dollar webinar which just kind of fits in the middle of the Value Ladder, okay? When I knew what the core was, I now could start testing it. First though, I wanted to make sure there would be traffic, ample traffic, ridiculous traffic, traffic in a way that I knew I would never have to worry about it again. So I started creating cool little free front-end products, and then I put them out there for free or I just put places over here or small little free plus shipping things or things ... You know what's funny? It exploded. It exploded. It made so much money on just this little dinky free crap where like barely any money kind of stuff. I was like, "What the heck?" We went on a cruise. We did all sorts of stuff. Anyway, it made almost matching my beginning salary with ClickFunnels for a very long time, which is hilarious. I couldn't believe it. I'm like, "Oh my gosh. There's something to this." It took me a solid two and a half, three years to really clarify the core and the niche, and find the niche and create it. Then what I did is I wanted to make sure that I would have an easy ascension. I know in past episodes I've said, "Hey, start at the core of the business and only sell that," which I did and I've done, but I have gone out and I've made sure there is an easy ascension. I've made sure that there's easy traffic in the front-end. I've made sure ... There's different strategies and ways to pull this thing off, okay? I've tested the core offer like crazy. It's not like I was skipping that step. I did not skip it at all. But anyway, so if you're going to jump ship, or if you're just trying to get your first thing off the ground, or if you're just trying to make a little extra money, I remember like my first goal was just to make an extra thousand dollars a month. If I could do that, I thought that I would die and be in heaven because I would be able to cover some bills. That was my goal four years ago, okay? It's crazy that how tiny that is. You can do that, okay? If you're trying to figure that out, number one, you've got to figure out your Value Ladder, okay? What I mean is figure out the core of the business, figure out a price point around a thousand dollars. Do not go cheaper, okay? And go start testing it. Go sell it like crazy. That's what I did. Then when I knew it could sell, I went in and found an additional traffic source, I proved out that traffic source, and that was a really easy very soft landing for me to land on as I jumped from ClickFunnels, okay? That Value Ladder, guys, is stronger than the majority of the business models I learned in my marketing degree. I feel like it gets misunderstood a lot of times. I'd go back and I read DotCom Secrets again if you don't quite understand that or whatever. Anyway, but that's how, that's why. I've got at least jitters. I've got all these, I mean, guys, I'm nervous. I am nervous, but there's complete safety in my head. Not just in my head, I've tested it. The fact that I've tested these things, there's a Value Ladder and I only am focusing on one step of the Value Ladder at a time. I've built up the front-ends. I've built up the back ends. I'm finishing up the core right now, and then I just got to turn the machine on. Everything else has been tested. I know it's literally about me just clicking a few buttons now which is great. If you're trying to figure out what to do next or if you're waking up and you're like, "Oh my gosh. Steven, there's so much data out there. There's so many things out there that I could go be doing right now. There's so much noise." What I'm telling you to do is go nail that Value Ladder. Figure out a core thousand dollar product or at least 500 bucks to two grand. Somewhere in there because then you don't need that many to actually change your life. Figure that out. If you don't know what it is yet, fine, don't let your brain leave that problem sitting still. That's where your head needs to settle. Be okay with the fact that it's unanswered still and just let it sit there, let it marinate, let it marinate, let it marinate. You sit there and you figure it out. Then you just focus on that one thing, go test it. It could be life changing. It was life changing for us. How crazy that that little tiny test that I did, guys, that had the complete ability to pay for the down payment on our house. We don't have a huge house, but it's not a tiny house. You know what I mean? It's because of that. Again, not showboating, I'm just telling you. I'm trying to illustrate the power of what it is that ... Anyway, so I totally have the jitters, okay? I'm nervous. I'm scared. There's a solid plan. I have I think eight different revenue sources identified. I'm just turning them on one by one now. They've been working great. Anyway, it's exciting... So what's cool about this, guys, is that from the ... This podcast is going to continue as I move past ClickFunnels, but what I really want to do is I'm trying to continue to podcast. I want to get to episode 100 before the end of the year. I don't think that's going to happen, but I'm not sure yet. But the reason why is because I want zero to 100 to be my journey with ClickFunnels. Then I want 101 beyond, I want to document my journey. I want to document what's going on, the process that I'm going through, being super transparent, letting you know like, "Hey, this Value Ladder worked really well over here. This one did terrible over here. This one and this one ..." You know what I mean? And just being super open so you guys can see like, "Look, Steven is hitting the freaking ground running, and he's on his own. This is how he's doing, and this is how he's doing it." You know what I mean? I feel like that would be crazy valuable, so I'm excited. I'm excited to keep doing these things, and I'm excited to keep pushing out. But I mean, there's totally been fear with it. I'm just trying to be true to myself so and it's going to be awesome so ... Anyway, I'd still be contracted as the Two Comma Club coach for Secrets Master Class which I'm very excited about. I'll still be very involved at ClickFunnels, actually, from that aspect. But I probably will never be an employee again in my life which is crazy. If you want that and you're still an employee or even if you're not, like get more clear in that Value Ladder, it's totally the key to blowing this thing up. We've noticed, especially people inside the inner circle, I've noticed other people ... Anyway, when someone has a clear Value Ladder, when they know what the core of their business is, when they know how they're actually making money ... What's funny is a lot of people don't know how they're making money, or it's haphazard, or they're like they think that the value is over here but really the market's giving them all the money in this area over here or whatever it is. What's funny about that whole thing is every time someone gets super clear on their Value Ladder, I'm going to give this free thing. If you have no idea what I'm talking about, go read the book DotCom Secrets, okay? That would give you context for the whole thing, of everything I'm talking about right now, but it is. When I read that and I was laying in the dirt with my M16 in my right hand and DotCom Secrets in my left hand, no kidding, when I read that and I was laying on the security line reading that book, my brain was exploding because now I had a map. I wasn't making it up anymore. Suddenly, there was this logical progression that went from this product to that product to that product. Oh, sorry. That product doesn't fit, so I can't do it. There was so much clarity in my head. It made so much more sense. It actually was calming to me on what the path was that my business needed to take. So it's the same thing. If you got noise just like screaming in your head right now, you probably don't know where you're going, okay? That's probably it. You probably have no idea where you're going. I know exactly where I'm going as I leave ClickFunnels. I have known for a long time, okay? At least six months, very, very clearly. About a year and a half, kind of fuzzy. But especially in the last month, the clarity is ridiculous. So if you got the noise in your head, you have no idea where you're going, it's time to get back to the Value Ladder and think through what am I actually trying to sell, what is my offer, and then what funnel matches that offer . Go build that funnel type, okay? You stay on that funnel till it's profitable, and the whole game will get so much more clear in your head. You might actually have fun with that again, okay? Hopefully, you still are, but that's exactly what I'm trying to tell you is that this is it's a very fun game. It is a game. I look at it as a game. I have a lot of fun with it, but it doesn't need to be this super confusing thing. I was confused out of my butt in my entrepreneurship classes in college. I took a lot of them because I really wanted to be one. All except one that they offered. I did really well in every one of them. I was always that weird kid that has actually doing entrepreneurial things, and actually had businesses, and was actually making money versus all the other students that were just trying to get A's reading books and writing reports. What I can tell you is that there's a lot of information out there, but it's as vital as for you to learn a ton of stuff as it is for you to shield yourself from a lot of crap and noise out there... The way I've done it is through the Value Ladder. That's the entire way that I'm able to go do what I'm about to do in January. So anyways, guys, excited for the journey to continue. I'm excited to have you guys with me as I keep doing it. I'm excited to keep pushing forward as I take this huge next step, it's a big step. All right, guys. Talk to you later, bye. Thanks for listening to Sales Funnel Radio. Please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to salesfunnelbroker.com/freefunnels to download your pre-built sales funnel today.

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

I just realized I have TWO FULL Value Ladders running right now... NO NO! 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, and now, here's your host, Steve Larsen. Hey guys, hope you're doing fantastic, hope you're having a great week, great day wherever you are. Thanks so much for tuning in, really appreciate it. This podcast I believe just passed 70,000 downloads. 70,000 downloads, that's crazy, never in my life, I first started this only a year ago, did I think I'd have that many downloads, that's amazing. Anyway, thanks so much for being a listener, thanks so much for being a subscriber and tuning on into this. 70,000 downloads that's awesome guys, and I really appreciate it, appreciate the support and hopefully you are getting some nuggets and things you can use inside of your sales funnels, both online and offline to increase your revenue. There's these sayings that I continue to put out in my head, these sayings that repeat in my head over and over again, and one of them that I say in my head all the time is like, I believe, one of my ism's is that I believe very much that one of the purposes of entrepreneurship ... One of the purposes of business in general is to pump as much value into the marketplace as you possibly can. Now I realize a lot of people will disagree with me on that, I'm not saying that it's not to make money, it is. It is to turn dollars, sales keeps the economy going. Make money, charge money, you know what I mean? Don't be afraid to sell, but you do that by pumping value into the marketplace. So anyways I just hope that my little ism there, like pump value into the market, pump value into the market. Like that's my thing, and hopefully this podcast has been helpful in some aspect to you, in some way. I would love if you wouldn't mind, I got on iTunes a little bit ago, and there's several reviews on there. Those are awesome, those are fun to read. If you wouldn't mind I would love to have a review in iTunes of this podcast, that'd be really fun. So anyway, don't feel pressured, but man I would love that, it'd mean a lot... Hey I'm really pumped, I love speaking on stage. I was on stage a lot growing up, I actually sang in a band, I played drums for four years, the full kit. I played piano for about six years, I sang, whether it was in choirs or in musicals or something like that, a lot of you guys probably don't know that about me. I sang a lot, ever since fourth grade, and I had the lead in several things growing up and anyway, really, really enjoyed it. I have the privilege of getting on stage yet again, several more times. I'm excited, I just got asked to go speak at James Smiley's B2B event, very excited about. If you guys don't remember him, he was on an episode probably about 10 episodes ago, he was talking about his B2B funnels and from that one podcast, I don't know how much it was he made, but it was a lot, which is very exciting. I had no idea, and from that one episode all this stuff has stemmed out, and I just really appreciate him as a friend and buddy. They ended up asking me to go over and speak at his event here in Dallas next month. So I'm really, really pumped to go do that. Then I'll be speaking at another one in January, called Authority Maker, that'll be exciting as well, that ones in Vegas. So anyways, I'm pumped and there's actually several more already lined up next year. I love talking, I love speaking from stage, luckily feedback has been that not bad to listen to either, which is kind of nice. But hey I have been revisiting my Value Ladder, and it was a few days ago, I sat down at my white boards here. I stood and I was jamming to music, I was in state, I was in flow, and I was really excited and I realized that I have two value ladders. If Russell saw that he would slap me, because it means I have two different businesses. Anyway I sat down, I started mapping through my Value Ladders, you know so I was putting the first thing in there. Right, Sales Funnel Radio, the next thing on there, and the next thing on there, and the next thing on there, and there's all these other things and I started putting them on. I was like those don't fit in that business, like what on earth? I went and I was like, wait those all create their own Value Ladder in a different Value Ladder, it's their own business. For those of you guys who don't know what a Value Ladder is, all we do is we start with cheap and or free things up front, and they give a lot of value to the customer or the person who's visiting. Then all we do is as a business we try to age and ascend customers. So as we give away that first thing, and we try and solve legitimate problems for the person, that lets us create a relationship with them. Well that means that I can now start charging money and the more value I'm bringing to that person, the more money I can start to charge them. So there's multiple steps in that Value Ladder, and the farther up the Value Ladder that you move, you get into areas like done for your products. Implementation and coaching products, the products that are more high tier, high ticket, more time intensive for the entrepreneurs personal time, and you obviously charge more for things like that. Usually when someone has not, does not feel like they can ... Usually when someone doesn't feel like they can charge enough money, it's usually because they're actually not pumping enough value in there. Or the person hasn't felt enough value come from the entrepreneur yet. So there's this weird awkward feeling that comes from it. So it doesn't necessarily matter where someone comes in, what level they come in to your Value Ladder with, but it's important to be purposeful about it. So think through, like what's your Value Ladder. I encourage you after this episode to go write that down, what are the free things, what are the free pieces of bait. What are the free things that people should be paying for, that you've got out there, right kind of your region of things, or things that help identify hyper buyers and things like that. Usually there's a whole funnel dedicate to just that front end product. Okay now what's the next thing? Is it a 47 dollar thing? 297 dollar thing? 497 dollar thing? 1000 dollar, 2000, you know what I mean? There's usually standard kind of price points throughout, that can be a whole episode. But anyway, think about what your actual Value Ladder is, and be purposeful about it, and don't get dissuaded from it. I don't know about you guys but I repeatedly suffer from shiny object syndrome, or at least I did for a long time. There's so many cool things out there, that I could be doing, that you could be doing. That ClickFunnels and Russell could be doing, I mean opportunities ... You know what's funny, I was actually talking to Russell about this the other day, and I was saying dude how funny is it that when you're in college, the mentality of every person in college typically, stereotypically, is oh my gosh I just hope that I get a good job. Please just get me a good job, I have to have a good job. You know hopefully there's at least one person out there that can give me the opportunity to have a good job, and I'll just work till I die there. I was like dude how funny is it that, that's the mentality in college, yet for an entrepreneur it's the exact opposite. It's like oh what opportunity should I chose? There's too much crap going on, there's too many things that I could go do. We were just laughing about how funny that is. If you're not feeling that yet in your life, my guess is that you've not been pumping enough value, you've not been solving enough legitimate problems out there for people. Solve legitimate problems, and you'll be pumping value out there. Opportunities will come knocking at your door like more than you can handle, and just trust me on that, go test me on that, tell me how it goes. I dare you to go give something away for free that you should have charged for, if you have nothing for free to actually give away, and watch what happens. I was watching, I was listening to Dayna Derek's on stage the other day, it was awesome, and he was like hey yeah, this book of mine, you know he's selling it for a lot of money, he's like I realized it was in a separate Value Ladder. So all I did, I just took this book that was a lot of money and I just made it for one of my free things in the front, and it brought in all these extra customers and now it's reinforcing my one Value Ladder. I was like hey that's really cool, it's sweet, it's a cool approach to it. He's like yeah now I just have tons of cool front ends, lots of cool front ends, but it still supports the core Value Ladder, the core business. I'm not chasing new shiny objects all over the place anymore. I was like, that's interesting, that's cool. It's been interesting because Russell went back and he started looking at his Value Ladder, he's like hey now this is our business and this is all we do. We're getting more focus there, and I realized like crap I have two separate Value Ladders, and they're similar enough that I feel like I can't get rid of them but they are as different enough that I feel like they're not the same thing. I don't have the answer, I actually it's kind of been the thing that I've been going through right now, is trying to figure out how to split the two. I don't really know yet where that split is, and I've committed to both, and I'm not telling you what the other one is yet, I will at some point here shortly. So you guys can go check it out, because it's killing it, the first funnel, the first page has got a 68 percent optime rate. There's been like 400 people that have hit the page, 68 percent, it's ridiculous. Tons of other ... So anyway, I'm testing it right now, I'm making it all awesome. It's this little side fun thing I've been doing on my own and it's killing it, and I'm so excited. Anyway I'm going to go turn ads onto it here shortly, and it's not hot traffic, it's not ... This is warm traffic, but still 68 percent optime rate, I'm like what the heck, so exciting. Anyway, but my encouragement to you though is to not have too many Value Ladders, and in fact just have one. So what's the core of your business? Typically the core of the business, this is what we teach in Secrets Master Class from the 2 Comma Club coaching. What we teach, what I teach is that really the middle of the Value Ladder, mid tier right, somewhere around 1000 dollars, could be more 2000, 25 hundred, five grand. Could be a little bit less, maybe down to like 500 bucks, usually not a whole lot less than that, usually, there's exceptions. But the core of your business, what is it?.. I hope that you have one, that something that is kind of mid tier right there. Why? Because it doesn't take a lot of mid tier Value Ladder level products to change your business. It doesn't, because they're higher ticket, you don't have to sell as many of them to help your wallet. How many smaller, free plus shipping seven dollar books do you have to sell to actually make a dent in your wallet and actually see? A lot, right? A ton, so they're great for front ends, but that's why we don't want to try and make money off of them, they're just to bring people in. We'll make money on that middle value ladder area, and then we'll double our business with a high ticket thing in the back. Do that to each Value Ladder, do that to each funnel, do that to each, and that's the formula right there. There's a whole bunch of other things you can do with it, and it's a lot of fun, it's a lot of deep strategy depending on what industry you're in that we could go through right now. But I'm trying to not go too deep ... Its fun though, I really, really enjoy it, and the only thing I'm trying to say is that if you feel like you've been spinning your wheels ... 'Cause I remember feeling that way, I felt that way for a long time, years, and the problem was that I didn't have one Value Ladder. I had tons, I was going to do ... There was a piece of real estate that I had a contract on, it was 3.5 million dollar piece of commercial real estate. I was flipping the contract, and that was one deal with one dude, and then I was writing, I can't even remember what else I was doing. I was like totally unrelated businesses, I can't even remember now that was probably like about five years ago. Holy crap that was five years ago, I don't remember every else that was going on, what I do remember is that there was a lot of things I was doing, but none of them to the full extent. I was spread too thin, and it's because I didn't have one Value Ladder. That's why I was laughing so hard when I sat down here the other day and I started looking at it, I was like crap I have two freaking Value Ladders. So my answer to it right now has been that I'm just not even working on one of them, and I'm only working on the other. I'm not touching the other, I'm not doing anything with it at all. Soon I'll reveal to you guys everything of what all those things are, so you can check them out, you can see what I'm talking about. See examples of the stuff that I know is converting, it's been fun, 'cause I've been able to test stuff before you guys will ever see it. So I can you actually numbers, which is exciting too, which I think you guys will enjoy. Anyway that's the whole point of this, it's fun for me to listen to Russell as he coaches his inner circle, one of the biggest things that he yells at them for is when he can tell they have more than one business. He can tell ... You're just not going to do more than one business very well, you're not. That's the thing I was kicking myself for, I was like crap. This other one snuck in so well I didn't even notice it, you know. That was just this little side hobby turned into this actual thing, and I was like oh crap, I have to actually support this thing now, like dang this is working. Oh gosh it's working, wait a second I already have a second business here now, oh, oh. So I've been trying to figure out what to do with it, again don't totally have the answer, I'm just only working on one at a time I guess. So I won't even touch the second for months, but it's going well. I'll tell you ... Again I know it's kind of, I'm being elusive but that's okay. Anyway guys go back restructure the business, think through what your front end free things are and what's cool about this is that you can have tons of cool free front end things. You know that part of the fun of it, when you know your Value Ladders converting, you know and you got a mid tier thing that's converting that well, and you've got a high ticket thing that's converting really well. I mean you get to go create all the cool front end products and multiple layers of it, as much as you want. As long as it's all part of the same business, all fueling the same part of the core. That's so fun, but the moment you take your focus and you shift over to, which is the medicine I'm trying to take right now too, and I'm like crap. Shiny objects, I just want to do this one thing. I'm trying not to take on a third that I really want to go do, but I shouldn't do it. Every time you go do that though you spread yourself too thin, and it takes a lot of mental mojo just to get a single funnel up, and I think everyone on this podcast probably knows that. So if you go do that and you're skipping from understanding one market and one person really well, and you're trying to skip over to a different profile, and understand that person really, really well. It's the whole reason why when I was ... I built a lot of funnels for my own clients for a while, I don't currently do that right now. I wouldn't take on more than one, because I couldn't handle more than one, because I had to understand so deeply just that one customer, right, for that one business, for that one Value Ladder. So that I could make the copy, I could make the sales letters, I could put the funnel together. I could make the follow up sequences, I could make the higher ticket thing and the front ... I mean there's so much that goes into it, right? Some guys making his whole career out of it, you think I can go do three or four of these at the same time? There's no way, that's why I was like, I got to just one of these things at a time. It's the same ... I'm trying to take my own medicine. I feel like I'm preaching to the choir now, you guys probably already know that, but I encourage you to go back and really think through what your Value Ladder actually is. Let's say you don't have the back end yet, ask your market. Let's say you don't know what the front end is, ask your market. I encourage you to not start by creating a front end product, and if you already have, that's fine. I encourage you to start with a mid tier product, thousand bucks. Why? 'Cause you only need a few of them to really break even, right? It's way harder to throw everything up against the wall and hope that something works when it's a free plus shipping offer, it's like oh. I know for E-comm people they might not like to hear that, well you can start with something that's even higher. You know, make an offer out of it, package a few things together and sell it in a package, as an offer. Or sell more higher ticket items at first, that'll at least get the cash flow going as you figure out how and what to sell. What are you selling? How do you sell it? You figure out those things the core of the business right there in the middle of that Value Ladder, boom, I guarantee you, you're going to start getting feedback. As you start getting feedback, guess what happens? Patterns will start to emerge, oh you know what everyone's asking for this one thing, that would be a really cool free plus shipping front end. Or a really cool free download front end, or a really cool 17 dollar physical thing front end. Does that make sense? Let the market tell you what front end to make, it's way less risky. Then guess what, a lot of people after they're consuming your core product, your 1000 dollar thing, around that area. Guess what's going to happen? A lot of them are going to go, oh my gosh I wish I had more Steve in my life, oh my gosh I wish I had more of you, your business, whatever it is. They're telling you what back end thing to go create. It's way easier to do this game when you take a lot of the guess work out of it, let the market tell you. You only have to kind of guess once, you're not really guessing 'cause you're going to run an ask campaign for that mid tier product. They're telling you everything to make, the market will tell. That's the whole point I'm trying to make with this, have one Value Ladder, let the market tell you what those front and back end products are, and create a new niche based off of the core product, that mid tier product. Anyway, I chattered a lot with this, and it did get a little bit techy, but I hope that, that helped. I hope that it simplifies a lot in your head, for years my head was spinning. I could do this, I could do this, I could do this. No, no, cut away everything else, cut away, cut away. Don't worry about those things, what's the one mid tier product, the 1000 dollar thing that you could go create right now, and actually go sell it? If it doesn't sell doesn't sell round one, tweak it. Figure out how to sell it, what are you selling, how does it sell? The core of the product, and then the market will start to tell you what to do in those back end and the front end products. The market will tell you what they don't like with your core thing. The market will tell you, it's all about iterations, just keep it going. Launch, figure out what's broken, go back fix it, and relaunch. Boom, boom, boom, that's how we do it. That's how I do it, that's how Russell does it, it's how ClickFunnels does it. It's how every person I've ever seen be successful in this stuff, all of the hundreds of people who've come through the 2 Comma Coaching Program. All the people in the Secrets Master Class that I've coached, that's how it happens. I feel like there's this paralysis that starts to happen, oh I better have the back end before I launch the front end. Like no, just launch the freaking, do the core, go launch the core. Oh I got to have this and this in place, no you don't. No, you don't, half the time we don't have the actual product built yet when we sell it. Like what? Oh my gosh, what? Well we're trying to see if the thing is right, if it sells, then we'll go build it real fast. Does that make sense? Take the pressure off, go figure out the one funnel, it'll simplify everything in your head. Go figure out the one Value Ladder, it'll simplify everything in your head. Have fun with the thing, gosh it's so much fun, if I'm not having fun with it I usually suck at it. Anyways guys thanks so much, hope this has been helpful, thanks for tuning in to this episode. I'm very, very excited for everything that's coming up, both in the internet marketing world. Whatever's going on in your life I hope that it's going awesome too, and if it's not go orchestrate it that way as well as your business. I'll talk to you later, bye. Thanks for listening to Sales Funnel Radio, please remember to subscribe and leave feedback. Want to get one of today's best internet sales funnel for free? Go to Salesfunnelbroker.com/freefunnels to download your pre built 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.  

My new secret formula to sell everything I sell, for free. In this episode Russell talks about his new book funnel that is launching this week and how he shifted the way he is selling it to hopefully make the offer irresistible. Here are some of the interesting things you can look forward to in today’s episode: How shifting an offer by making it free, makes the offer irresistible. How Russell can still make money when everything is free. And How Russell is using things he recently learned from Brendon Burchard in his book funnel. So listen below to find out how you can still make money when everything is free. ---Transcript--- What’s up everybody, this is Russell. Welcome back, I’m glad to have you guys here. I just got done with my daughter’s soccer practice, or not practice, it was a game and they did good. Now I’m heading home to go grab sandwiches for everybody. My wife and I took different cars because I had to film an upsell video real quick. Anyway, I got the upsell video done and then flew out here to the soccer game and now I’m heading back home. I’m grabbing some Jimmy Johns on the way for the kiddos, some sandwiches for the adults, which will be kind of fun. So that’s what’s happening in my personal life. But I got something, I don’t normally do this, this time of day, but I’ve got something exciting I want to share with you guys that I think is going to be huge, huge, huge for value. One of the things on my mind right now is offers. How do you create an offer that’s so irresistible that people have to give you money? There’s no logical way. One of the biggest, sorry, I didn’t finish my sentence. There’s no logical way for someone to no to you. Alex Mendosian from the Inner Circle, as we were talking, he’s one of the kings of creating offers that are so good you have to be an idiot…..he figures out a way to first off, to build gyms by giving people exactly what they want for free. But then, he’s getting paid 500 dollars to do that, don’t ask me how he does it, because it’s a little complicated to explain. Then he got gym owners to basically let him come in and build their gyms for them, for free and in exchange they give him 50 thousand dollars. Once again, how does he do that? I don’t know how to explain it, but it’s pretty cool. And it’s awesome, so he’s really, really good at that. There’s other people who are really good at. I watch as other people struggle. They’re like, ‘Man, I created this course and no one’s buying it.” And it’s like, “The problem is you’re selling the course. That’s not sexy, nobody just wants to buy a course.” You have to understand that. To create, if you look at when we launched Clickfunnels, you look at the webinar that’s taken us to where we are today, if you notice this one little intricacy, I didn’t sell Clickfunnels on the webinar. “What Russell? I thought you sold Clickfunnels, that’s how you built it up so big.” No, I didn’t. If you look at the offer, what the offer was when you buy Funnel Hacks for $997, you buy this course that’s amazing for $997, when you do that you get Clickfunnels for free for the next 6 months. That’s the offer. You look at that and you’re like, huh. Yes I want Clickfunnels for free, so I will buy the course. So I created an offer that’s, because what they really want is Clickfunnels. I’m like, I’m going to give you Clickfunnels for free, who wants it for free? “I want it for free.” Sweet. When you invest in this training course, you get it for free. That little shift was huge for us. Before I was selling Clickfunnels, and you get this Funnel Hacks thing for free, what they really wanted was Clickfunnels, so I give them that for free when they buy the course. Shifting the offer. Same products, same deliverables, different way you structure the offer. As I was telling you about Brendon Burchard, Brendon was showing me some of their offers and this one, I’ll kind of walk you guys through it, but he showed me this really cool process he does called the seven day launches, and I showed the inner circle meetings. I walked everybody through it in our groups. People are all going nuts, we’re about to launch our first, which I’m excited for. But what’s interesting is as I was looking at his offer, it’s brilliant because….How do I explain it? Basically he creates a course for people live, so you get to watch for 12 hours as he creates an actual course, and you see the whole thing live. So then the average mind would say, “Okay, the product I’m going to sell now is that course.” The context of this is kind of hard, because you guys don’t have the back story, but just pretend like you understand. He creates a course, let’s people watch it live and at the end he offers a product. So the logical thing would be to sell the course, they just saw it, they want it. But he doesn’t sell the course, instead he sells a different course, gives a huge 50% discount on that course. When they buy that they get the thing that they just watched him create for free. So it’s shifting the offer, which is the magic. So as I’ve been kind of thinking through this, I was launching, we’re launching the Expert Secrets book in a few days, and today I came in the office and the funnel I had was good, they were all good offers, but a good offer doesn’t make you tens of millions of dollars, like an insane, irresistible offer does. So I kind of took our existing funnel, scratched all that and said, ‘we’re starting over.” And I shifted the whole thing and we changed the funnel and the offers and now it’s insanely good. Should I walk you guys through the whole funnel? I have a little time, okay we’ll do that. So this is what’s going to happen in the funnel. Somebody will come to the page and you’ll notice all the ads about free book, free book, free book. Why would I do that? Irresistible offer. Free book, you cover shipping. The message is always like, I’ll pay for the book, you pay for the shipping. That’s the message, irresistible offer, “Okay I want the book.” They go to buy the book, they put in step number one, shipping address. Step number two says, “cool, here’s the book for free like we said. Or you can upgrade right now and get the Funnel Hacker Black Box, which gives you both of my books, plus these other four books, plus these other cool things and it’s just $37.”  So they can upgrade, which is again another irresistible offer. You’re going from this to this other thing and it’s still irresistible. So there’s the irresistible offer. Then there’s an order form bump, which again is another irresistible offer. “hey you’re going to get blah for free when you buy this training course at a huge discount.” Or something like that, I haven’t figured that one out exactly yet. But there will be a training course there, which is awesome. Then the upsell. The upsell was going to be, I recorded both Dotcom Secrets, and Expert secrets audiobooks, I was going to sell that. My hard cost is kind of expensive. It’s about $40 for me to have these MP3’s that are shipped. They’re not Chinese ones, they’re actually American ones and they’re more expensive, but they’re really, really cool. You can do double speed on the MP3 player and a bunch of other cool things. So it’s a really cool offer product. I was going to sell that but I’m like, Okay, my hard costs are I think close to, I can’t remember exactly, I think close to $40. So I was like, what if I sell this for $100? But I’m like, I have to pay affiliates 40% commission, it gets really expensive really fast. So there’s not very much margin there, but I need the margin in there to be able to do what I need to do. I need the margin to be able to buy ads and all those kind of things. So I’m like, what would I do? So I said, what if we do this, what if we increase the price to $150 for the MP3 player. And then its expensive MP3 player. I was like, wait. What if we shift the offer. So we shifted the offer. So what I’m doing now instead is like, “Look, if you guys want I will give you this MP3 player for free. You get it completely free. But to get it for free you have to invest in this course right here which is A Perfect Webinar Secrets training course. The training course sells for $297 but what you’re going to do is you’re going to get, because you’re on this page, you get a 50% discount. So you get the entire course for $147, you get half off, if you buy right now and you get the MP4 player for free.” Boom. Boom, did you guys hear the bomb drop? Boom, irresistible offer. Because who doesn’t want the MP3 player for free? You want it and you’re like, you only get it when you buy this course, but you get a 50% discount on that course and all the sudden it’s an irresistible offer. I look at my other courses I’ve done in the past, usually like $197 to $297 offer, I’m getting 5-7% that take that. I’m excited to find out what the percentage is on this. My guess is I’ll be in double digits. We’ll be hopefully at least in high double digits. That’s kind of cool. We’ll find out, time will tell. I remember a long time ago, Anik Singal and Mike Filsaime put out a product called Launch Tree, and I remember one of the things they said in there was, “You want to say the word free a million times on the upsell page.” For example let’s say you sell ten CD’s on the upsell page, you want to be like, “You get these 9 CD’s for free when you invest in this one right here. You buy this one here you get the other 9 for free.” Try to figure out how you make your offer free. It’s all about how you make it free, free, free. Now I’m giving away a free MP3 player, when you get 50% discount on this course you need anyway. So that’s the irresistible offer. And then if they say no to that, the down sell is like, “okay, how about this, if you don’t want the MP3 player, it costs me $50 to ship it to you anyway. How about this, it’ll save us both money. I won’t ship it to you, you get the digital copy, it’s only $97 dollars.” So we drop sell that and then I’m going to do one other cool thing on the down sell. You get the digital whatever or it’s like, “How about this, or if you decide to actually get the MP3 player, I’ll throw in these other cool bonuses as well.” To push you over the edge. That’s going to be kind of cool. Then the next page I’m going to thank them and then I’m going to say basically, “It’s time to start your education and this first three chapters of the book are about building a massive movement. This is a 90 minute presentation I did at Funnel Hacking Live about building a mass movement and I want you to watch it now.” And then they watch the video, which it helps understand building a mass movement, building a culture, attractive character, all that kind of stuff that builds out the first three sections of the book. They watch that and then they bought after the video, tells them to go register for the Funnel Hacks webinar, register for that. It’s an auto webinar and it puts them through to sell them the thousand dollar product of Clickfunnels. So that’s the first part of the funnel, the first point of sale. So they go free book, or they can get the black box, then they get the order form bump, then they get the MP3 player for free, basically everything so far has been free for the most part. And then they get the get the training video for free, they get the webinar for free. And if they buy funnel hacks they get Clickfunnels for free. Everything I’ve sold so far is free, yet my average cart value, my potential average cart value is like, 15, not quite that, 1300 bucks so far, which is awesome. Then after the webinar funnel ends seven days later, so this whole funnel, point of sale is 7 day follow up on the webinar, and then what’s exciting is….what was I going to say? What’s exciting is then, after day seven then I transition them to I don’t know if I told you guys this when I was hanging out with Brendon, I might have told you on the plane. But he did a big product launch for, it was a $2 thousand course and he sold like 2200 copies and then the week later he sold the swipe files to that launch where it was like the sales videos, the transcripts, emails all that kind of stuff. For $97 he sold 6500 of those, something crazy like that. So what I’m going to do is at the end of the funnel, like a week later be like, “Hey you just went through this cool funnel. It was a book funnel, plus webinars, a whole funnel stacking thing. What I’ll do is if you want, I’ll give you all the swipe files, the emails, the everything for free, once again it’s free if you join Funnel University.” Boom, get them into Funnel University. And when you join Funnel University you get my Funnel Stacking book and a bunch of other things for free.” So it’s free but they pay me $97. So it’s coming back to how you make things free, even when they’re paying. So they get that whole cool thing for free when they join Funnel University. And then for 2 days I’ll be pushing that offer then we’ll down sell, if they don’t want to pay $97 a month, which is what we’re raising the price to, they can get a trial, but they don’t get the free things shipped out to them. Boom, the next three days and from there we transition into the seven day launch, Brendon Burchard, I’m messing up his name….his style funnel, which is basically training for free for three days. And then giving that thing that they just watched you record for free. They get it for free when they invest in your next thing and then the next thing is going to be our Secrets Master Class or the FHAT event. And that’s kind of the funnel. That’s the first 14 days. That’s kind of what’s happening. I know it’s hard to see that visually as I explain it, but hopefully you’re getting the concept, you’re understanding how you make everything for free. That’s the key I wanted to share with you guys today. Making offers so irresistible that people have to say yes. I hope that helps, I hope it helps to start thinking through your offers. If you’re selling a course for a thousand bucks, that’s just a course, it’s going to be hard to sell. But if you sell your sales scripts for $997 and they get the whole created course for free, then it becomes, you know something like that, then it becomes an irresistible offer. They’re like, “I need the sales scripts. I’ll pay $1000 for that because I want the other stuff for free.” How do you structure that. What do you have and how do make that offer as sexy as possible? I think I did a podcast a couple of months back about turning up the sexy on your offers. It’s kind of something similar. But just thinking about that. How do you add free into everything? Hopefully it gives you enough case studies and ideas and examples. Worst case scenario, if you don’t understand what I’m talking about then on April 18th or beyond, probably by the time most of you guys hear this, it’ll be live. Go to expertsecrets.com, get your book and watch the process in motion. Buy slowly so you don’t miss any of it. I hope you guys enjoy it. Appreciate you all for listening, subscribing and hanging out with me all the time in the car, or wherever you may be right now. With that said, I’m at Jimmy John’s right now, I’m grabbing some sandwiches, go feed the kids. Then I gotta get back to finishing out this funnel so it’ll be ready for you guys to see. Alright we’ll talk soon. Bye everybody.

My new secret formula to sell everything I sell, for free. In this episode Russell talks about his new book funnel that is launching this week and how he shifted the way he is selling it to hopefully make the offer irresistible. Here are some of the interesting things you can look forward to in today's episode: How shifting an offer by making it free, makes the offer irresistible. How Russell can still make money when everything is free. And How Russell is using things he recently learned from Brendon Burchard in his book funnel. So listen below to find out how you can still make money when everything is free. ---Transcript--- What's up everybody, this is Russell. Welcome back, I'm glad to have you guys here. I just got done with my daughter's soccer practice, or not practice, it was a game and they did good. Now I'm heading home to go grab sandwiches for everybody. My wife and I took different cars because I had to film an upsell video real quick. Anyway, I got the upsell video done and then flew out here to the soccer game and now I'm heading back home. I'm grabbing some Jimmy Johns on the way for the kiddos, some sandwiches for the adults, which will be kind of fun. So that's what's happening in my personal life. But I got something, I don't normally do this, this time of day, but I've got something exciting I want to share with you guys that I think is going to be huge, huge, huge for value. One of the things on my mind right now is offers. How do you create an offer that's so irresistible that people have to give you money? There's no logical way. One of the biggest, sorry, I didn't finish my sentence. There's no logical way for someone to no to you. Alex Mendosian from the Inner Circle, as we were talking, he's one of the kings of creating offers that are so good you have to be an idiot…..he figures out a way to first off, to build gyms by giving people exactly what they want for free. But then, he's getting paid 500 dollars to do that, don't ask me how he does it, because it's a little complicated to explain. Then he got gym owners to basically let him come in and build their gyms for them, for free and in exchange they give him 50 thousand dollars. Once again, how does he do that? I don't know how to explain it, but it's pretty cool. And it's awesome, so he's really, really good at that. There's other people who are really good at. I watch as other people struggle. They're like, ‘Man, I created this course and no one's buying it.” And it's like, “The problem is you're selling the course. That's not sexy, nobody just wants to buy a course.” You have to understand that. To create, if you look at when we launched Clickfunnels, you look at the webinar that's taken us to where we are today, if you notice this one little intricacy, I didn't sell Clickfunnels on the webinar. “What Russell? I thought you sold Clickfunnels, that's how you built it up so big.” No, I didn't. If you look at the offer, what the offer was when you buy Funnel Hacks for $997, you buy this course that's amazing for $997, when you do that you get Clickfunnels for free for the next 6 months. That's the offer. You look at that and you're like, huh. Yes I want Clickfunnels for free, so I will buy the course. So I created an offer that's, because what they really want is Clickfunnels. I'm like, I'm going to give you Clickfunnels for free, who wants it for free? “I want it for free.” Sweet. When you invest in this training course, you get it for free. That little shift was huge for us. Before I was selling Clickfunnels, and you get this Funnel Hacks thing for free, what they really wanted was Clickfunnels, so I give them that for free when they buy the course. Shifting the offer. Same products, same deliverables, different way you structure the offer. As I was telling you about Brendon Burchard, Brendon was showing me some of their offers and this one, I'll kind of walk you guys through it, but he showed me this really cool process he does called the seven day launches, and I showed the inner circle meetings. I walked everybody through it in our groups. People are all going nuts, we're about to launch our first, which I'm excited for. But what's interesting is as I was looking at his offer, it's brilliant because….How do I explain it? Basically he creates a course for people live, so you get to watch for 12 hours as he creates an actual course, and you see the whole thing live. So then the average mind would say, “Okay, the product I'm going to sell now is that course.” The context of this is kind of hard, because you guys don't have the back story, but just pretend like you understand. He creates a course, let's people watch it live and at the end he offers a product. So the logical thing would be to sell the course, they just saw it, they want it. But he doesn't sell the course, instead he sells a different course, gives a huge 50% discount on that course. When they buy that they get the thing that they just watched him create for free. So it's shifting the offer, which is the magic. So as I've been kind of thinking through this, I was launching, we're launching the Expert Secrets book in a few days, and today I came in the office and the funnel I had was good, they were all good offers, but a good offer doesn't make you tens of millions of dollars, like an insane, irresistible offer does. So I kind of took our existing funnel, scratched all that and said, ‘we're starting over.” And I shifted the whole thing and we changed the funnel and the offers and now it's insanely good. Should I walk you guys through the whole funnel? I have a little time, okay we'll do that. So this is what's going to happen in the funnel. Somebody will come to the page and you'll notice all the ads about free book, free book, free book. Why would I do that? Irresistible offer. Free book, you cover shipping. The message is always like, I'll pay for the book, you pay for the shipping. That's the message, irresistible offer, “Okay I want the book.” They go to buy the book, they put in step number one, shipping address. Step number two says, “cool, here's the book for free like we said. Or you can upgrade right now and get the Funnel Hacker Black Box, which gives you both of my books, plus these other four books, plus these other cool things and it's just $37.”  So they can upgrade, which is again another irresistible offer. You're going from this to this other thing and it's still irresistible. So there's the irresistible offer. Then there's an order form bump, which again is another irresistible offer. “hey you're going to get blah for free when you buy this training course at a huge discount.” Or something like that, I haven't figured that one out exactly yet. But there will be a training course there, which is awesome. Then the upsell. The upsell was going to be, I recorded both Dotcom Secrets, and Expert secrets audiobooks, I was going to sell that. My hard cost is kind of expensive. It's about $40 for me to have these MP3's that are shipped. They're not Chinese ones, they're actually American ones and they're more expensive, but they're really, really cool. You can do double speed on the MP3 player and a bunch of other cool things. So it's a really cool offer product. I was going to sell that but I'm like, Okay, my hard costs are I think close to, I can't remember exactly, I think close to $40. So I was like, what if I sell this for $100? But I'm like, I have to pay affiliates 40% commission, it gets really expensive really fast. So there's not very much margin there, but I need the margin in there to be able to do what I need to do. I need the margin to be able to buy ads and all those kind of things. So I'm like, what would I do? So I said, what if we do this, what if we increase the price to $150 for the MP3 player. And then its expensive MP3 player. I was like, wait. What if we shift the offer. So we shifted the offer. So what I'm doing now instead is like, “Look, if you guys want I will give you this MP3 player for free. You get it completely free. But to get it for free you have to invest in this course right here which is A Perfect Webinar Secrets training course. The training course sells for $297 but what you're going to do is you're going to get, because you're on this page, you get a 50% discount. So you get the entire course for $147, you get half off, if you buy right now and you get the MP4 player for free.” Boom. Boom, did you guys hear the bomb drop? Boom, irresistible offer. Because who doesn't want the MP3 player for free? You want it and you're like, you only get it when you buy this course, but you get a 50% discount on that course and all the sudden it's an irresistible offer. I look at my other courses I've done in the past, usually like $197 to $297 offer, I'm getting 5-7% that take that. I'm excited to find out what the percentage is on this. My guess is I'll be in double digits. We'll be hopefully at least in high double digits. That's kind of cool. We'll find out, time will tell. I remember a long time ago, Anik Singal and Mike Filsaime put out a product called Launch Tree, and I remember one of the things they said in there was, “You want to say the word free a million times on the upsell page.” For example let's say you sell ten CD's on the upsell page, you want to be like, “You get these 9 CD's for free when you invest in this one right here. You buy this one here you get the other 9 for free.” Try to figure out how you make your offer free. It's all about how you make it free, free, free. Now I'm giving away a free MP3 player, when you get 50% discount on this course you need anyway. So that's the irresistible offer. And then if they say no to that, the down sell is like, “okay, how about this, if you don't want the MP3 player, it costs me $50 to ship it to you anyway. How about this, it'll save us both money. I won't ship it to you, you get the digital copy, it's only $97 dollars.” So we drop sell that and then I'm going to do one other cool thing on the down sell. You get the digital whatever or it's like, “How about this, or if you decide to actually get the MP3 player, I'll throw in these other cool bonuses as well.” To push you over the edge. That's going to be kind of cool. Then the next page I'm going to thank them and then I'm going to say basically, “It's time to start your education and this first three chapters of the book are about building a massive movement. This is a 90 minute presentation I did at Funnel Hacking Live about building a mass movement and I want you to watch it now.” And then they watch the video, which it helps understand building a mass movement, building a culture, attractive character, all that kind of stuff that builds out the first three sections of the book. They watch that and then they bought after the video, tells them to go register for the Funnel Hacks webinar, register for that. It's an auto webinar and it puts them through to sell them the thousand dollar product of Clickfunnels. So that's the first part of the funnel, the first point of sale. So they go free book, or they can get the black box, then they get the order form bump, then they get the MP3 player for free, basically everything so far has been free for the most part. And then they get the get the training video for free, they get the webinar for free. And if they buy funnel hacks they get Clickfunnels for free. Everything I've sold so far is free, yet my average cart value, my potential average cart value is like, 15, not quite that, 1300 bucks so far, which is awesome. Then after the webinar funnel ends seven days later, so this whole funnel, point of sale is 7 day follow up on the webinar, and then what's exciting is….what was I going to say? What's exciting is then, after day seven then I transition them to I don't know if I told you guys this when I was hanging out with Brendon, I might have told you on the plane. But he did a big product launch for, it was a $2 thousand course and he sold like 2200 copies and then the week later he sold the swipe files to that launch where it was like the sales videos, the transcripts, emails all that kind of stuff. For $97 he sold 6500 of those, something crazy like that. So what I'm going to do is at the end of the funnel, like a week later be like, “Hey you just went through this cool funnel. It was a book funnel, plus webinars, a whole funnel stacking thing. What I'll do is if you want, I'll give you all the swipe files, the emails, the everything for free, once again it's free if you join Funnel University.” Boom, get them into Funnel University. And when you join Funnel University you get my Funnel Stacking book and a bunch of other things for free.” So it's free but they pay me $97. So it's coming back to how you make things free, even when they're paying. So they get that whole cool thing for free when they join Funnel University. And then for 2 days I'll be pushing that offer then we'll down sell, if they don't want to pay $97 a month, which is what we're raising the price to, they can get a trial, but they don't get the free things shipped out to them. Boom, the next three days and from there we transition into the seven day launch, Brendon Burchard, I'm messing up his name….his style funnel, which is basically training for free for three days. And then giving that thing that they just watched you record for free. They get it for free when they invest in your next thing and then the next thing is going to be our Secrets Master Class or the FHAT event. And that's kind of the funnel. That's the first 14 days. That's kind of what's happening. I know it's hard to see that visually as I explain it, but hopefully you're getting the concept, you're understanding how you make everything for free. That's the key I wanted to share with you guys today. Making offers so irresistible that people have to say yes. I hope that helps, I hope it helps to start thinking through your offers. If you're selling a course for a thousand bucks, that's just a course, it's going to be hard to sell. But if you sell your sales scripts for $997 and they get the whole created course for free, then it becomes, you know something like that, then it becomes an irresistible offer. They're like, “I need the sales scripts. I'll pay $1000 for that because I want the other stuff for free.” How do you structure that. What do you have and how do make that offer as sexy as possible? I think I did a podcast a couple of months back about turning up the sexy on your offers. It's kind of something similar. But just thinking about that. How do you add free into everything? Hopefully it gives you enough case studies and ideas and examples. Worst case scenario, if you don't understand what I'm talking about then on April 18th or beyond, probably by the time most of you guys hear this, it'll be live. Go to expertsecrets.com, get your book and watch the process in motion. Buy slowly so you don't miss any of it. I hope you guys enjoy it. Appreciate you all for listening, subscribing and hanging out with me all the time in the car, or wherever you may be right now. With that said, I'm at Jimmy John's right now, I'm grabbing some sandwiches, go feed the kids. Then I gotta get back to finishing out this funnel so it'll be ready for you guys to see. Alright we'll talk soon. Bye everybody.

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