Podcasts about two comma club coaching

OVERVIEW: Jason A. Duprat, Entrepreneur, Healthcare Practitioner, and Host of the Healthcare Entrepreneur Academy podcast explains why high-level mastermind coaching programs offer a ton of value. He shares features of the $25k mastermind he recently signed up for with Russell Brunson. He also offers advice for people who are considering joining a coaching program, highlighting the importance of taking action.   EPISODE HIGHLIGHTS: A master's or doctorate course can cost $2,000 up to $7,000, however, a lot of the information is outdated and not applicable in the real world. Mastermind programs provide relevant information and resources because they're often taught by people who are in the thick of running a business.  Enroll in a mastermind led by someone who's where you're aspiring to be, and focus on the ROI  instead of the sticker price.  Jason enrolled in Brunson's entry-level program, Two Comma Club X because he wants to network with like-minded people.  The program provides a year of coaching and training and includes an online course, two different types of coaches, a focused path (E-commerce or expert), two in-person events, and a weekly live lesson with an instructor.  Participants are assigned a ‘momentum coach' to help adjust their mindset and a ‘progress coach' who reiterates lesson content and answers questions.  Making plans and reading books is a good way to get started, but you need to commit and keep pushing to get results. If what you're doing every day doesn't excite you, get out of that situation or environment. Get pumped for the future and dive in!   3 KEY POINTS: High-level coaching programs are almost always led by someone who's successfully running a business. They come with extra support, and you can connect with other like-minded individuals. These high-level programs give you the tools you need to overcome obstacles and get in the right mindset to take your business to the next level.  Don't look at mastermind programs as an expense but as an investment. Keep taking action to move yourself and your business forward.   TWEETABLE QUOTES: “As you invest more, you get more.” - Jason Duprat   “All sorts of cool things could happen if you show up and do the work.” - Jason Duprat   RESOURCES: Russell Brunson: https://www.russellbrunson.com/hi   Two Comma Club Coaching: https://twocommaclubcoaching.com/open-now   Do you enjoy our podcast? Leave a rating and review: https://lovethepodcast.com/hea   Don't want to miss an episode? Subscribe and follow: https://followthepodcast.com/hea #HealthcareEntrepreneurAcademy #healthcare #entrepreneur #entrepreneurship #podcast #mastermind #twocommaclub #ROI #onlinecourses #onlinetraining #coaching #networking  

It has been a few years since this episode was first released, but I still feel that the message is important today. Enjoy this special episode from the archive! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey what’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets. I mentioned a little while ago how I hired a new coach, and it’s been really, really good. He’s one of the main guys over at The One Thing, his name is Jeff. It’s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn’t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, “you gotta read them.” So I read them both and I was just like, “They want me to focus on one thing. I hate that idea.” So I kind of didn’t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it’s really, really cool. What’s interesting is, since he started coaching me, I’ve had this big epiphany, big aha, big realization inside, and then as I’ve been coaching the inner circle the last two days, I’m watching the people who are leveling up really, really quickly and there’s a consistent theme behind all the people who are growing fast versus who…..everyone’s growing, but the ones who are really quick. It’s interesting thing, it’s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective People, which I read back in high school. It was start with the end in mind. It’s been interesting, as I’ve been going through the coaching stuff. Man the first, it feels like it’s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it’s not like 5 years from now, or 10 years, like in the future, where is it you really want to go?  It’s been interesting as I’ve kind of done this exercise, I can walk you guys through what it is, but it’s morphed, 3 or 4 times to radically different things and I one of the big aha’s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I’ve been wandering without really a focus or a goal other than just more, which is interesting. So he’s had me keep focusing, what’s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here’s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you’re trying to figure out for yourself. Then he came back and said, “Okay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?” So I was like, “Okay well, to have that I need to have this in place, these things need to be in place in the next 5 years.” And he came back and said, “Okay, what do you need within a year to be able to hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your yearend goal? Or your month goal?” So as you do this it’s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and I got to the things I needed to do. I looked at my to-do list and none of the things on my to-do list actually got me any closer to my someday goal. All the sudden I realized that I’m doing all these to-do’s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I’m really wanting. I was like, well what’s the one thing I need to do today that’s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing. And after this exercise he wanted me to come back and refine it and change things. So I kept getting….my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don’t know if I have it completely figured out. But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it’s easy to reverse engineer the funnels and make that happen. People who are struggling, they’re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It’s a little intricacy, but it’s interesting. I’ve had this really cool experience over the last two days, to kind of reflect I’m listening to all my entrepreneurs talk and teach and share what they’re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?  What is the actual end goal? As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that’s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he’s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I’m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind. So I think most of us, including me. I’m guilty of this as well, that’s been my big thing for the last 2 days, what’s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn’t completely clearly defined. It’s morphed and changed so much and I’m really coming back now and figuring that out. Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, “If I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don’t and it gets really mushy really quick.” He realized he had to clearly define the value ladder. We’re going from here to here to here. So now he’s beginning with the end in mind. And what he said was interesting. It’s was funny because it’s something that I, a recurring thought I’ve had in my mind as well. Okay, I can’t keep creating new stuff that just spurts off my value ladder and shifts people all over the place. If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that’s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I’ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it’s exciting. The last thing I wanted to kind of say is, again so many of us start our business like, here’s a product and we start building funnels based on that product. There’s nothing wrong with that. That’s how most people do it. It’s how I’ve done it a lot of times. Because of that, I think we get lost in the weeds of where we’re trying to go and often times we never get there because we don’t know where we’re going. And again, as I’ve been working with my coach on this, which has been really fun. It’s been cool because I’m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels. It’s just begin with the end in mind. What’s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it’s exciting. I love it. I love this game. I love my entrepreneurs. I love the inner circle. I love all of you guys. I love Clickfunnels. I’m having the time of my life. And hopefully, also I’m helping. I’m doing my best. It’s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, “I just don’t like Russell. I can’t connect with him. I don’t like his energy. I don’t like…” Whatever. It just kills me. It’s tough because I’m always trying to give and serve and do whatever I can and I hate when I don’t connect with everybody. But that’s okay as well. Hopefully my message gets to you and you’re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that’s one of my goals. Hopefully I connect with you and if I do, that’s the key. Take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone is always going to like me. And that’s the same for you. Not everyone’s going to like you. But the people who do, they’ll hear your voice and they’ll come to you and you’ll be able to help them and serve them and it’ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that’s all I got tonight you guys. Appreciate you all, see you guys soon. Bye.

Three things that I do to help survive and thrive when the stress and pressure of everything starts building. On this episode Russell talks about how he is surviving right now while pressure is high from writing a  book, being a family man, and running a company. He gives three solid tips that will help anyone feeling similar pressure to get through it. Here are his three tips in this episode: Have a vision of what you want to accomplish. You have to create deadlines. You need to build out an amazing support team. So listen here to find out how to apply these tips into your life when the heat is on and you need to get stuff done. ---Transcript--- What is up everybody? This is Russell Brunson and I want to welcome you to the Marketing Secrets podcast. Today I’m walking home from the office and I had to share some cool stuff with you. Alright everybody, I hope you are all doing well. I am in like, what do you call it, crunch time or deadline time, or whatever you want to call it right now, plato o plomo, lead or gold. One of those times in your life where you have to get to stuff done, and as much as I hate those times because they’re stressful and tiring and they wear me out, it’s also the times when I get a lot of stuff done, which is interesting. In fact, one of the biggest reasons why most people don’t get stuff done, is they don’t set these hard deadlines, so because of that they keep letting themselves off the hook, and things they’re supposed to get done in a week takes two weeks and then three and then four and then five, and then it just keeps getting pushed out forever. And I definitely know that is true for me. These are all the cars driving past me. Anyway, definitely true for me as well. A lot of you guys know, I starting thinking about writing the Traffic Secrets book, when was that, it was actually in the middle of the Expert Secrets launch. After I launched the Expert Secrets book I’m like, “I’m done, I’ll never write again. I’ve got two books now, it’s over. The work is finished.” And the middle of our launch John Reese messaged me and was like, “Hey would you be interested in buying Traffic Secrets from me?” And I was like, “Yes. That is the third book. I must do it.’ So that’s when I said yes, paid him a tidy sum to buy the domain from his, and it’s been kind of there, waiting for me to write, in the back of my head. And so I slowly started moving forward on it, nothing really happened, and then about a year ago I was like, ‘Okay, I’m going to do a live event, where I teach all this stuff.’ So it was a little over a year ago. I actually went and spoke at Dana Derricks dream 100 con and at that event, it was the first time I spent a whole bunch of time trying to think through the curriculum for the book, for what it was going to be. So I sat there and doodled out a million ideas and put an outline together and stories, and had the first interation of that. I think it gave me, if I remember right, two hours of so to speak at the event. So I got up and I presented it and you know, I was testing my material. So I did it and there were some things that you could tell people were like, “Ohhh!” freaked out about. And other things that just kind of hit people and fell on the side. And I was like, “Oh, they didn’t get that.” Either it was just too confusing or it wasn’t explained. Whatever the reason. And then a month later I was doing a bigger event for all of our Two Comma Club Coaching members called Traffic Secrets, surprise, surprise, I called it the same name as the book. So we set up that event, and that gave me about a month or so to really dive deep on furthering the curriculum and furthering the teaching, because I knew I was doing a live event. So for the next month I killed myself, up super late nights, and up early mornings and did all this stuff. And we ended up doing the event, it was a two day event where I taught the newer curriculum for the book. And I taught that again, and the same process. Some things landed, some things didn’t, but it was me testing the material and me just kind of figuring out what was going to work and not work. And that was almost a year ago. So since then, I had my first deadline, I was supposed to get the book done. I think it was by the end of the year, like December. So I got a publisher who signed me and gave me a royalty which was really exciting, except for with the royalty comes a deadline. So they said “the deadline is here.” So I started working towards it. I was working on the outline, section one, I started to write a little bit, then Funnel Hacking Live started looming. And I was trying to get Funnel Hacking Live and the book done. And finally I was like, “I’m not going to get this deadline. We need to shift it.” So we shifted the deadline to after Funnel Hacking Live, and then shifted again, and it’s been shifted three or four times. And now, summer just ended, today was actually the first day of school for my kids. So we’re the last week of August, and my deadline is September first. So it’s about a week from now, that it’s supposed to be due, which I’m not going to actually hit that deadline, but I will have the first section of the book done by the deadline. So the goal was to get done with section one on September 1, and then 2 days later section 2, and 2 days later is section 3, which gives me time to kin dof go back and edit. So I’m down to the literal crunch time. And so it’s interesting, as you have these hard deadlines you can’t miss, all the sudden as you’re working towards it, all the other things start falling to the wayside. All the things that aren’t hyper important. We had meetings that seemed important suddenly don’t become important. They’re not urgent. The urgency now is that the book is due, and so all the important things start following by and forcing me to do it. So I’ve been writing so much. I was up last night up until one, writing after I got up super early this morning, writing all day. Had meetings this morning for like 3 hours. As soon as the meetings got done, I pulled out my treadmill desk and jumped on it. And for two hours and f46 minutes I walked and wrote. I got 1 1/2   chapters finished during that time. Then I had another 3 hour meeting after that. Now I’m walking home, recording a podcast. As soon as I get home to play with my kids, as soon as they start getting tired, and then I will jump back in my office and try to write another, I don’t know, three hours tonight. And then I’ll wake up super early tomorrow and repeat this process until the book is done. Anyway, it’s a lot of work and its tiring and stressful and I’ve been telling everybody, this is the season of my life that I call being tired, because not only do I have to write the book, but you know obviously we have a lot of other things. There’s some stuff I can’t tell you about, but we are about a month away from Clickfunnels 5 year birthday, and we are rolling out this insane new learning platform, that’s all I can tell you right now, that is going to change the marketing/entrepreneurship world forever. So we have that task. We have a new funnel that went live last week that’s killing it right now. We’ve, so many things, so many software updates, so many big software changes we’re going to be announcing. The meeting today for three hours was Funnel Hacking Live, we’re planning Funnel Hacking Live. I’m about to start asking all the people who are going to be speaking to come and speak. We’re trying to finalize speakers. Anyway, there’s so much stuff. Plus I’m trying to be a present dad and father and husband and all those things as well. Anyway, there’s a lot that I’m juggling and trying to keep in front of.  I have church responsibilities as well, on top of that. I’m not going to lie, there’s a lot and I’m tired. But I keep moving forward on it, because I have a vision, I have a mission and I know the importance of what I’m doing, and I believe in it, and it gives me a lot of fulfillment and meaning, so I’m going to keep on doing it. It’s funny, there’s a guy, I have a lot of respect for him, but he wanted to interview me for his podcast. I’m like, ‘I’d love to but I’m super busy. I’ll have you set up a time with my assistant, she can kind of help you find a time.” And it was tough because we have, obviously this book’s done, but then before the end of the year I have to do the rewrite on Dotcom Secrets and Expert Secrets, both those books have to do a rewrite because they’re republishing those with a new publisher as well. So basically I’m writing three books for the next three months. So when this one is done I have a week off where I’m going with my wife on a vacation, and when I get back, the next book I’ve got 14 days to finish that one. The next one I got 30 days to finish that one. So it’s like, it’s a lot, but it’s not loosening up super easy. And then from there we go directly into wrestling season with my kids, which means I leave half days every day to do wrestling practice with them. That leads all the way up to Christmas. And then Christmas we have, basically we have to get all my Funnel Hacking Live presentations done in December because January we have the Two Comma Club Cruise, and then boom we’re at Funnel Hacking Live. Anyway, just the content creation, the volume of how much stuff we have to get created between now and the end of the year, is more than most companies will do their entire existence. And we’re doing that plus all the other things. So there’s a lot. And I’m not saying that to complain, again, I love it. But it made me laugh because this person, my assistant Melanie looked at the schedule, and she’s like, “Literally, the first opening that he has a free 30 minute window is in February.” She was trying to give him the very first spot, and he wrote back, and I guess was upset saying, “I’m busy too. If he can’t make time for me until then…” Whatever, he was kind of upset about it. I get it, but then it was funny because he posted something on Facebook the other day that was like, “I’m looking for a new show to binge watch on Netflix, any suggestions.” And I didn’t comment, but I really wanted to, to be like, “Dude, if you have time to binge watch anything, then you have more time than me.” I haven’t watched TV in forever, because there’s no more time. Why am I telling you this? A couple of reasons, number one, doing this work and I’m talking about my work, but I’m talking about your work here as well. Doing this work is not going to be easy. And there will be varying degrees, there’s times when there’s a lot of pressure and it’s hard. There’s times when it’s easier. But it’s not little. So if you decide to go on this mission and to pursue entrepreneurship and do these things, there’s going to be pressure and there’s going to be a lot of stuff. And honestly, if you don’t have a vision of what you want to accomplish and a mission and calling or whatever you want to call it, to do that thing, it gets really tough when the heat gets turned on. It would be so easy for me at this point to be like, “I’m done for a year.” I can take a year off and nothing in my life would shift at all. It’s not about that. It’s about a calling, a mission, a vision, things that I’m pursuing, trying to get done, because I believe they’re bigger than me. I strongly believe in that, otherwise I wouldn’t do it. So that’s number one, you have to have that. Number two, you have to create deadlines, solid hard deadlines. If you’ve listened to this podcast while I’ve talked a couple of times, like lead or gold deadlines, where it’s like, if you’re successful you get gold. If not, you have lead. Lead is a bullet. Plato o Plomo, lead or gold or silver and gold, whatever you want to call it. You have to set these hard deadlines, if you don’t, it’s so easy to wiggle past the thing. You know what I mean? I started this book a year ago, and honestly the majority of the writing has happened in the last 45 days.  I could have gotten the book done last year if I would have blocked out two months just to do it. But I couldn’t because I had other things. But it wasn’t until I had the hard deadline, and I’m grateful to my publisher for basically giving me money because it forced me to have a deadline. Otherwise, in fact, Friday I almost pushed it out. I literally wrote an entire email to them saying, explaining why there was no way I could possibly do it. And then Joy on my team, who is kind of my head of content development, she’s helping me to get these things done, and get all the writing done and hit the timelines, and all that kind of stuff. She’s doing the editing, kind of following behind, doing the editing of the book. I was about to send the email and I asked her about it and she’s like, “Wait, wait, hold on.” And she mapped out a new schedule of “Okay, if you can write 2 chapters every single day this weekend and then this on Monday. And between this and this you can get this part done.” You know, set a structured schedule. And I have to run and race to be able to do it. By doing that, it’s forcing me to actually get it done. And again, if it wasn’t for that deadline, this book would not be done for another, who knows, 6 months or so. So having a solid deadline, either a real one or a fake one that you pose upon yourself, but regardless you have to stick to it and not let it shift. That’s number two. Number three, you need to build out an amazing support team. It’s not just you know, at the office, but all aspects of your life. I have an amazing wife and support network here at home that allows me to do these things. I have a support network at work. I have a support network in my writing. I have a support network in the running of the company. All these different departments are able to run and I’m able to do this because I have such an amazing support network. It’s interesting, Stacy and Paul Martino, you guys have probably heard me talk about them. They’re some of our inner circle members who run relationshipdevelopment.org, and help save marriages. They just moved here to Boise, and I had a chance on Saturday to go swing by their house really quick. And they’re really, really good at setting up structure and systems for the things in their life that would normally suck away your time, so they can focus on their work. So much so that they have a nanny who helps watch the kids. They have a house manager that goes shopping for them, buys the things. They have people for all these different tasks because they’re like, “I should only be doing this. Everything else needs to have a person and a system in place to make sure it actually happens.” So I was watching them as they were plugging these people, as soon as they moved here they had a checklist with systems, plugging people in, hiring, getting them in place so that….Saturday they’re like, ‘We had to drive to Whole Foods to buy this stuff. We never want to drive there again. So we’re getting the person, building out the system.” So it’s like, “We’ve done this once, we bought the stuff we like, we figured it out. Now we’ll never have to do this task again, because now it’s all documented and we can plug somebody in to do that thing.” They’re building a support network here in the new home, the new area they just moved into. So the same thing is true for you. If you want to be an entrepreneur and you want to create these amazing things, you’ve got to start building out the support networks around you, like in your home so your home life doesn’t crash. In your business so your business doesn’t crash. Whatever project you want to take, the first step is like, you build out the structure and the systems around that, to support it, so I can actually do what I need to do.  A lot of times we go and we try to do some of the amazing things without the structure in place, and that’s why often we crash and burn. So there’s three big tips. I’m home now, my kids are out playing soccer on the soccer field, which is exciting. I’m going to go, thanks again for listening, appreciate you guys for being subscribers to this podcast. I hope that you get something out of every episode I publish. And hopefully when the Traffic Secrets book is coming out you’ll read it, because I am literally bleeding from my fingers for you. Not literally, figuratively bleeding from my fingers for you and I hope you love it. Appreciate you all, thanks so much and we’ll talk to you soon. Bye everybody.

I KNOW this is how and why my business blew up so fast. The answer isn't what you think but I was careful to continue this practice each and every week for the last 3 years…   Today, I'm gonna teach you the most legitimate path I know to become an expert.   There’s a question that’s starting to come up more frequently when I jump on interviews with people, and that question is: “Steve, how do I become an expert?”   I believe that if you seek to become an expert, that can sometimes lead to some weird scenarios.   Someone taught me once:   If you want status, then don't seek it. If you want credit, don't seek it.   And that's kinda the formula I follow, I’ll explain more later...   However, there is a path that you can follow that’ll shortcut your journey to expert... if you have the right intention. BECOME AN EXPERT     I really don't read as many books as I think people think that I do, but there’s something very specific that I do, pretty much every week, which keeps me sharp... and keeps me on my game.   In my mind, it’s also the most legitimate path to becoming an expert in whatever you're doing.   I'm NOT saying you have to become an expert. You don't! But if you want to, this is how you can fast-track, establish credibility and gain expert status without having to learn, read, study, and deep-dive 24/7.   ...And it’s why my stuff has blown up so much in the last two years! COACH STEVE   I coach a ton! You probably have no idea how much.   Every Friday, I wake up and do two hours of open mic Q&A with the Two Comma Club Coaching group. Specifically, I'm coaching them on their offers and their sales messages.   At 11:00 am, I immediately jump on the One Funnel Away Challenge Where I do almost another hour of coaching.   Two Comma Club Coaching is usually for slightly more advanced people whereas the One Funnel away is targeted at newbies. After that, at 12 pm, I go live with my MLM group (Secret MLM Hacks) where I typically coach a newer person to funnels. Which is fun.     At 1:00 pm, I have about an hours break, and at 2 pm, I go live again to my OfferLab group, and then, sometimes, I'll go back to my FB page and so another open mic   Every single Friday is at least five hours of coaching almost non-stop.   I’ve spent a lot of time coaching people!   It’s one of the ways that I got so good, so fast. Sometimes, when I say that, I think people are like, “Oh, that's cute!”  But, NO!   I spend as much time as possible with my customers.   GET a coach and BE a coach is how I've advanced so fast! I know that's the reason.   YOUR PATH TO SUCCESS   So if you're like, “Hey, how do I get better at my craft?” The answer is, you need to spend MORE time teaching your thing. I don't care if you’re in info products, B2B, or retail...   Drop every book and just coach people...  and you’ll be guided to what it is that you need to get done.   When I first started the Two Comma Club Coaching, I did live open mic Q&A for four hours every single Friday for a year and a half. I was the only coach, with 675 students   Do you know how good you get when you coach that often... and when you're answering questions throughout the week too?   If you want to get good real fast stop burying your head in a book and just answer people’s questions. Just add value.   I don't read that many books... but that's NOT a badge of honor.   I read books and I listen to podcasts with the intent to hunt answers. But when I want to get better and more fine-tuned on my craft, I coach!   That's the BIG Secret... There’s NO secret!   HOW TO ESTABLISH CREDIBILITY   l have people come and ask me, “What are the top books you’ve read?” I’m like, “I could tell you that... but at what cost?”   If you're reading with the intention to distract yourself from actually spending time with your customers, it's gonna be an issue.   It's gonna be a major, major issue.   When I feel that I'm starting to lose my edge,  the thing I'll run to is coaching. I'll spend MORE time on ground-level with people who have questions.   ....And because of that, Russell ‘the man’ has told me many times, “Stephen, you have spent more time with the customer at the ground floor than anyone else.”   Guys, that's how I've gotten the edge. That's how I've gotten where I am! I know that's exactly the reason why!   So, if you...   Want to get better?   Want to go faster?   Want to add more value?   Want to get known?   *ANSWER QUESTIONS* That's it!   JUST DO IT   Set a time every single week to go live in front of your group. Say, “Hey, I'm here because Steve Larsen told me I should answer more of your questions. What are your questions?”     ...Just have people ask their questions.   Do you know how easy it is for me to figure out what to sell when I answer a lot of questions? The image comes clear really fast. It's actually faster, and in my mind, more effective than an Ask campaign.   I start to see that twenty people are asking something similar... “Huh! What if I made a product about that?”   You know what I'm saying?   It’s waaay easier, MORE secure, and it helps like crazy… and it makes YOU better.   If you don't know the answer, just say, “I don't know the answer.” And go figure it out!  If you think you might have an idea of what the answer might be... just be honest.   CHARACTERISTIC OF ENTREPRENEURSHIP   One of the sessions I did on the Two Comma Club Cruise was all about  how the red ocean builds the blue, and how your red ocean helps decide what you build in your blue ocean! It’s fascinating.   As I was talking a lot of questions started popping up...   Over the last three years, I've spent literally hundreds of hours coaching … (It's probably near the thousand-hour level now).   The core of my business is content and coaching.   One of the things that I’ve got good at seeing is, “Does this person actually have a question about this... or are they asking me a question because they want me to make decisions for them?”   Identifying that split is what’s made my coaching so effective in the last six months.   I have to help that person's brain to understand the issue in the exact same way as if I'm selling a product to somebody...   When you sell a product there’s a series of beliefs and belief gates they have to walk through... and they're sequential.   THE VEHICLE: Once they understand, “Oh, my gosh, there's a possibility this vehicle could work.”   INTERNAL BELIEFS: I’m able to pull this off.”   EXTERNAL BELIEFS: I have the resources (external) to get where this vehicle is promising I should go.”   As I watch the questions that people ask, I'm asking myself these questions:   Does the question represent a hang-up?   Is that person trying to get me to answer something for them that they should have the power to answer on their own?   Is it a legitimate question?   ARE YOU SCARED?Most of the time, I find that people have enough knowledge in their noggin' to be able to go answer the question on their own.   They know enough to answer the question... or at least take the next step.   So, is the question   Seeking a Distraction - so they don't have to take action?   Legitimate?   If I can tell an individual is seeking distraction for the sake of NOT having to take action, I know that I need to work them through vehicle, internal, and external beliefs in themselves before moving forward!   If I can tell they're asking the question because they want:   Distraction,   The semblance of motion.   To feel that they’re making progress in something.   To just ask the next thing... and the next thing. I know that there's a little bit of a dopamine, oxytocin, serotonin, and endorphins hit with me answering their questions.   This is BIG to understand.   ...Because, once you understand you’re ask questions for the sake of feeling momentum, then you can also know that the truth is:   You know what you want to do.   You know what you’re supposed to do.   You know enough to take action     ... BUT you’re scared, and you don't want to move forward.   To avoid this fear, you distract yourself with further education that you really don't need right now… “Stephen, I have a few questions!”   You see what I'm saying?   It’s a HUGE deal.   ARE YOU SEEKING DISTRACTION?   So when someone asks me,  “Stephen, how do you send an email?” I'm like, “Do you really have a question on how to send an email… or could you figure that out on your own... and you're just trying to distract yourself?”   YOU NEED TO TAKE RESPONSIBILITY AND SHOW UP FOR YOURSELF!   THIS PISSES ME OFF!   Part of my content strategy is to do interviews every Tuesday morning. I don't care if your a newbie and I'm your first episode... or if you’re experienced, and I'm the next up…      I set up InterviewSteve.com because I get interview requests a lot. If you want to have me on your show, you can jump on and set a time in my calendar.   But, if you set it up, show up... because I'm going to. But will you?   I’ve been stood up two times in a row recently because people said, “I'm NOT ready yet.”  That drives me up the freaking wall! I can't even tell you.   I’m a Time Nazi.   It's one of the reasons why I am where I am. I'm NOT saying I don't take breaks, but I'm a freakin’ Time Nazi, man!   When someone messages me the night before... or five minutes before the appointment... (or they just don't show up)...  And they're like, “Stephen, I'm not ready yet!” I wanna shout, “Get ready, why'd you sign up! What are you doing!”   Coulton's like, “Yeah, man, it’s been shown that it takes  someone 20 minutes to switch tasks efficiently!”   It drives me nuts!  So I did this...   So if you want me to be on your show I'm happy to do it... BUT Show Up!   I'm all jazzed up. I got everything set up. I got my little Diva light, I'm ready to rock! There's a mental prep that goes on…   So, here's how you get ready:   You take Expert Secrets, and you open up to Page 114.   It's called the Epiphany Bridge Script. There are your questions! That's all it takes! Ready! Okay, there we go! You know.   Oh, man, I can't tell you how much it pisses me off when I get stood up!   I get it because it's booked out quite a way in advance. So people signup just out of the fear and the scarcity of, “I'm never gonna be able to interview Steven.”   ...And then they DON’T show up. “Man, I am so much less likely to get on an interview with you in the future if you do that to me.” I’m a pretty chill dude. I'm aggressive, but I'm chill; it's a cool combo. “ BUT, set me off... my eyes gonna twitch. I'm gonna go nuts!   JUST GOOGLE IT!   I’m always looking for the split between legitimate questions  and distraction questions:   If someone asks me EVER again, “Stephen, how do I add funnel?”   Click add funnel, baby, it's right there! Add funnel, you just click it! You know what I mean? You have got to learn how to answer questions on our own! That's the name of the game, my friends.   Welcome to Entrepreneurship! You’re gonna have questions all the time…   Yeah, duh, we all do!   How many times do I wake up and NOT know what I'm supposed to be doing that day? It happens more frequently to entrepreneurs than most people probably know.   Anyway, back to my no-shows…   Instead of totally wasting my time I hopped in my FB Group and did an open mic Q&A to answer some legitimate questions   SOME LEGITIMATE QUESTIONS Sonia asked: How to tell the difference between a distraction-based question versus a real question?   Steve: Usually, by the follow-up questions... they're trying to find a way to logically release themselves from having to do what the answer was.   Meaning, if someone's like, “Stephen, how do I add a funnel?” I'm like, “Well, what you're gonna do is click add funnel.”  If they say, “Okay, I get that, but what if it's a Tuesday, and I don't have any time?”   I'm like, “First of all, that's NOT for me to solve. Pony up, and make some time in your life.”     Number two: They’re trying to figure out how to logically release yourself from the pressure of taking action. They want release. ...And so, if somebody starts asking me questions where I can see they're trying to release themselves from the positive pressure of taking action, that's when I'm gonna call  them out:   “Something's up? Why are you not taking my answer?”   Why are you backpedaling? Why are you trying to get me to say, “Oh, you know what, in your scenario, you're right, you don't click add funnel?”   They want me to give them permission to not take action, and I will NOT do that.   It's part of what's made me a very forward coach, and sometimes, people don't like that... whatever! I don't care. I'm about getting people results!   FB COMMENT: Hey, Stephen, you keep me motivated and moving forward.   STEVE: Awesome, that's great. Just make sure you turn it into discipline, motivation is nothing.   FB COMMENT: What do you do when you don't know what to do next? That is a legitimate question. Does that even happen to you? You always look like you have everything completely figured out.   STEVE: One of my little tactics is to stay booked up as much as I can. I know that a percentage of the activities I'm doing right now may NOT be what I'm wanting to do 20 years from now.   I set my goals, and then I map out as best I can, the things that I think are gonna take me there. And then, I act! I just run…   I had 17 businesses that were failures. Now, number 18 would NOT have been a success unless I had done those other 17 first.   On the flip-side, thank goodness those 17 tries did not work!   .Otherwise, I'd be doing those businesses. You see what I'm saying? All of those things prepared me for the thing that was coming with number 18. BAM!   So, there are two things going on in my head.   I just have to book myself and just run, and do stuff. Just take action! Big, Massive Action.   In the last six months have I gotten good at,  “Okay, only these activities will take me to where I want to go.” However,  I still know that there are things I'm doing that I shouldn't be... or that things that don't take me where I'm trying to go. So I have a few options:   Stress the freak out over every single action I take. Oh, my gosh, that gets so stressful.   Just do stuff.   So sometimes, especially when I was just starting out, (not so much anymore)….but a year ago, there were many times I woke up and was like, “I have no idea what to do next?”     ...And that can be stressful.   RED DOT, GREEN DOT   So I think to myself, “What’s the next move I can make that makes money?”   Just that one question.   What is the next path to cash and how do I get there? Then I list out all those things.   And then I'll list out all of the things that I think I need to do to make money, and I put a big green dot next to the things that are massive revenue generating, but mentally taxing (like building a funnel, writing a sales script).   Then I'll put a small green dot next to the things that are revenue generating, but not as revenue generating in the moment, or are mentally taxing (like creating a relationship). It can make money, but not at the moment.   Next, I put a big red dot next to the things that are not revenue generating. Then I erase all of the red dot tasks.   I do the big green dots during the time of the day when my brain is most fresh... which for me, is usually 7:00 a.m. to about 1:00 p.m.   Even if I stay up late, I have a hard time sleeping past seven. My brain just wakes up... so I'm gonna do the big green dots during that time of the day.   I focus on the small green dots during the rest of the day...   And I will NEVER do a red dot.   A business that’s NOT revenue focused dies.   As the entrepreneur, I'm the only one who cares about my business in the way that I do. That's just the way it is. There's nothing wrong with that, that's just the way it is. It's your baby, don't expect it to be someone else's baby.   I'm the only one responsible, the buck stops with me on making a buck.   The buck stops with me on moving forward. The buck stops with me on going and getting the new client. I can go get closers. I can go get phone people. I can go get funnel builders. But, it's ultimately down to me if something does or does not happen in my business.   So I answer the questions:   How do I serve?   How does it make money?   Once I figure that out and I do red dot/green dot, and that helps like crazy.   Hey, just real quick:   A few months ago Russell asked me to write a chapter for a secret project he was doing. I had to write a chapter for a book, this was the letter I got from him.   He said:   "Hey Stephen, let me ask you a quick question...   You suddenly lose all your money, along with your name and your reputation, and only have your marketing know-how left.     You have bills piled high and people harassing you for money over the phone.   You have a guaranteed roof over your head, a phone line, an internet connection, and a ClickFunnels account for only one month.   You no longer have your big guru name, your following, your JV partners. Other than your vast marketing experience, you're an unknown newbie...   What would you do from day #1 to day #30 to save yourself?   Russell Brunson   Hey, if you want to see my answer and a bunch of other marketers who also answered that in this amazing book and summit, just go to 30days.com/stephen.   You can see the entire summit, you can see the book, you can see what we wrote in there and each of our detailed plans. Just go to 30days.com/stephen.

Hey, what's going on everyone? It's Steve Larsen, and welcome to Sales Funnel Radio. It's kind of a special, unique episode. I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen, and welcome to Sales Funnel Radio. What's up, guys? Hey, I am here at the JW Marriott over in Phoenix, Arizona at the Traffic Secrets event. It's been a ton of fun to watch Russell go in and teach traffic, which is interesting, I mean think about it... The dude's running an almost near billion dollar company and doesn't know how to run a Facebook ad... BUT he's doing a traffic event. The perspective of somebody like that that's really, really interesting. And so the things he's been teaching have been quite fascinating. The trip here though was pretty crazy: We're getting on an airplane, I was flying to Salt Lake. We get on this airplane at Salt Lake and everyone goes and they sit down obviously it's a full flight, totally loaded up.The time for us to take off comes, and then it goes, and we're still sitting there. The plane hasn't even moved at all. Pretty soon the captain comes on like all cliche captains; you know, "How you doin’ everybody?" It sounds like the microphone is in his face. Anyways he goes, "The update is that there's no update. I'll tell you when there's an update." I was like, "Okay, that was weird." A few minutes later, he gets back on and says, "Hey look, the luggage guy was filling up the airplane and there was a huge bulge coming out of the side of the airplane. And no one can figure out what it is. The maintenance guy is here and they can't figure out what it is... so we'll give this a few more minutes here. We'll see what needs to happen." And he leaves, and we're all just sitting there like, "What on Earth?"... And it's funny because a few minutes later he comes back on. (We now should've taken off like, 20-30 minutes ago.) "Hey, no one can figure out What the heck the bulge is coming out of the side of the airplane. We've got to get off and change airplanes. It will probably be another 10-15 minutes because that plane's not even here yet... go to gate C10." Those kind of scenarios are always fun because that is when adults turn into children, right? People start doing things like, "Oh, are you serious, ugh!" I was like are you freakin' kidding me? Like, "Let's see, Alive? Or dead with bad plane? Alive? Dead with bad plane?" It was like, "Come on, are you serious? What are the alternatives here? There's not many alternatives. Not many options. Chill out." Anyway, super funny!So I get to the actual event and last night, at like 5:00 a.m. somebody pulled the fire alarm for the entire JW Marriott - which is extremely alarming to wake up to! It reminded me of several basic training days. It's like "Whoa!" You wake up real fast  and you're like, "What's up???" And again, it's when adults become big kids and start complaining like crazy. I'm not saying you can't ever have a negative feeling towards things that are going on in life, but there's been this pattern that I started seeing in my coaching, and things that are going on in life. I'm not saying not to feel emotions, but holy crap, if you can't handle something unexpected in life, and react to it well... If you can't be response-able - "able to respond," like the book 7 Habits of Highly Effective People says... If you're not response-able I don't think you're gonna be a good entrepreneur. The set of problems that I woke up to today was different (and not foreseen) to the problems I woke up to yesterday. And that's the game of freaking entrepreneurship. So many people get so mad about stuff like, "Well, I didn't think it would be this way." "Give me a refund, this kind of treatment is unacceptable..." I'm like, "Really? Are you kidding? You could die." Like, "Shut up you big baby. Literally, you're a big baby." ...I always laugh at that. I'll be coaching somebody, and I'll be like, "Alright, hey, now it's time for you to start publishing," and they'll be like, "Oh man!" And they start doing all this crap... "   “Are you freaking kidding me? In the last episode, I talked about  Cash causing frameworks, and you're not willing to do it?  Holy crap!"It was interesting because I was sitting listening to Myron Golden... You know, I was doing my One Funnel Away Challenge stuff. I got up early, I went into the event room. No one was in there, just a few people setting up. I did my One Funnel Away Challenge coaching. Which is a challenge where I help people get a funnel out the door in one month...I wanted to sit around with the lights, and I wanted to sit around with all the noise and the music in the background and do my coaching right there...(Sorry, there's a big something coming. I'm gonna walk this way.)...But it was interesting because Myron Golden walked up. And he goes, "Dude, I just read the most impactful book that I've ever read in my life since Expert Secrets." And when somebody says a phrase like that you know it's time to shut up and listen... He said,  "It was a book called You Squared."  It's not long. It's actually a super short book, and I believe the audiobook is on YouTube for free. I'm excited to go listen to it.) But the basic principle and premise of it... (Sorry for the sound of that guy right there. I'm trying to walk away from him.) ...The basic principle of it is this, and it's so funny because this is exactly what I've been noticing is the reason people don't have success.  They don't have success simply because they're so fixated on seeing beginning to end. Myron walked up and he said, "The reason people are not successful yet is because... (There were several things that he said but the biggest thing that I remember...) He said, “The biggest reason they're not successful yet is because they have not decided to be yet." And you might be "Okay, okay, I've got it, and that doesn't sound very deep." But just think about it right? "They haven't decided to be successful yet." The word decide means to make an incision and cut out all other options. *Bird song*(What's up birds? You sound cool.) ...If you decide to be successful, you don't care what the paths are. You don't care about the roadblocks along the way. You don't care what things you're gonna hit. There's going to be unexpected stuff. The reason I wanted to be an entrepreneur, when I started realizing what marketers really do, is because I had an early mentor of mine tell me, "Stephen, to be a marketer is to solve new problems every day that you did not have the day before." To be an entrepreneur is to have a new set of problems every day. If you have an unexpected thing that pops up in your life and you're like "Oh wah, are you serious? This is unacceptable. How come no one told me about this? The startup guide didn't include this piece for me."  Man, you are the freaking problem! Does that make sense? It's the way that you're seeing this thing. You haven't married the outcome yet. #Step one: You figure out what you want. You put a stamp out there - stamping the ground. "Bam, this is what I want." You declare it, "This is it. Boom, this is what I'm going for." And then what you do is you just start taking steps. The most common thing I see that stops people in the game is this... In order for you to actually totally get this I want to tell you a little story real fast okay? I'm not that big of a hunter, but I love to shoot guns. Growing up, my dad took me hunting a couple of times. I love shooting .30-06. I like shooting big, heavy rounds. He's a lefty and I'm a righty. So I'd go out with this .30-06 with the bolt action on the opposite side which was really weird when you fired. We'd go out to this little spot. He gets me up super early, you know. It's way before the sun is even out. It's pitch black, it's freezing, and we go up to these super high mountains, and we get out of the truck, and we start walking for a little bit. Then we'd stop, and sit down. I can't see a thing.  I mean it is like pitch, pitch black. I can't even see my hand in front of my face; it's so dark.I'm sitting there and it starts to get super cold. When the sun is about to rise is when it is the coldest because all the cold starts to rise as the sun kinda chases it off the ground.So you're sitting there for hours, and because you're not moving, it starts to get super cold as all that cold starts to come off the ground - and you know the sun's about to come up in a little bit. And sure enough, a  little bit of light comes. If I extend my hand all the way, I can see it now. As we're sitting right there suddenly, the light starts to pop up just a little bit. And there's actually a peak, on the opposite side of where I'm sitting. I didn't even know it was there. The sun just barely hits the top of the peak. It was beautiful, it was absolutely amazing. The sun keeps going up, and the line where the light is popping up keeps going down, down, down, down. Suddenly I realized, we are sitting on the edge of this gigantic, beautiful valley. This huge, amazing valley. I had no idea it was there. I sat there for hours while I watched this thing pop up. And that experience always stuck with me. (I did not get an elk that day, which sucks but someone in our party did.) Anyway, so this principle I want you to know is like the major core mentality that all successful entrepreneurs have... I don't know what step #4 even is for me right now. I don't, okay? I know the macro level moves I'm moving. But there's a crap ton of micro things I don't even know exist, that I've never had to deal with yet. That I've never had to solve... But I know how to learn. I learned how to learn. There's this amazing person who knows everything named freakin' GOOGLE. And I can just go there and I can Google. It's gonna be right there. I can go to this amazing individual called YouTube. And you know what? I can learn so much on YouTube. It's insane how much I can learn on YouTube. Most of my early clients, I knew that what they were asking me to do was possible, but I didn't know how to do it. I knew others were doing it, but I didn't know how to do it. So what does that mean? It means I'm the variable. So I would go out, and I would say, "Yes, client, I can do X, Y, and Z for you." Then I would go to YouTube, and I would figure out how to do it. Literally, that's how I actually started. I did that a ton for years. Having to have a deliverable forced me to learn quickly. Forced me to learn only the most valuable pieces I needed to move the ball forward... The 80% that mattered versus the 20% to perfection. Don't worry about that last 20% okay? I don't care what step four is for me on this micro level. I don't care about it until I've taken step three. I hardly even know how to put my foot down in step two right now. That's the whole point though, okay? Most of the time, I've noticed... this is like the overlaying pattern I've seen. There's really two things that I've seen when I'm coaching somebody new in this game. I've now brought well over 2,000 people through this process of building a funnel and getting it out the door. The first mentality I've noticed is that people are waiting to take action for them to see beginning to end. Man, I didn't see the whole freaking valley forever. Hours, and hours, and hours of sitting there freezing my butt off, uncomfortable stuff okay? You never see beginning to end in this game, you don't. One other thing real fast on that: Stop learning generally. I've said that before on this podcast. I'm just saying it again, it's just on my mind. All these things wrap together again. It's like, "Man, I've got to stop learning generally. If I don't need SEO, why in the heck am I learning it?" For me to place the very next step I need to take today, do I need to learn SEO? Most likely not, right? Most likely I don't need to put my foot right there. There might be some other crazy, crazy thing way down the road, and even then I'm not gonna be the one doing it. Why on earth am I gonna study something like SEO? If it's your thing, great.. but only if it's the very next step you need to take. It would shock you guys how much I don't study books. It would shock you guys how much I don't just consume crazy amounts of podcasts anymore. It was good at the beginning. It was great, but as soon as I knew what I wanted as soon as I knew what I was going for it all became about learning with the intent to place the very next step in front of me. I don't care how much other cool information is out there. It doesn't do anything, okay? Knowledge is not power, knowledge applied is power. And so I'm gonna apply it with the most intense force that I can with just the next thing. So I practice "Just in Time Learning." I place my foot down, Bam I just learned just for that thing just in time for me to place that foot in the next place. Funny enough, as soon as I take step number one, a new step three always appears. It kinda comes into the light just a little bit. Not clearly, but then there's a new step one. I'm like, "Oh, okay. Let me place that foot  as best as my foot can be placed." Boom, there it is. "Oh, let me place a new foot down, Boom. Ah, wait, I don't know how to do that. That's okay, let me go read about this on YouTube."My foot's off the ground. I'm not placing the foot yet, foot's still up there. Let me go see, oh, okay I know how to place that one. And pretty soon, you start walking at a pretty brisk pace. And the better you get, you start to sprint, you start to run. Some of you guys have said "Stephen, you haven't even been graduated from college for three years yet. How the heck are you doing that?" That's how. I don't just learn for the sake of freaking learning. I learn for me to go towards the goal. I don't care about the path it takes to get to the goal. It's gonna look like that okay? Stop waiting for it to be straight. Doesn't work like that okay? So again, first thing I noticed from people is they want to see beginning to end. Doesn't happen that way, okay? Doesn't happen that way. You come to me, and you try and find anyone that it's happened that way for. The second thing: The number one  excuse that I get for not taking action is "Stephen, well how does that work for my product?" Man, freaking-A alright. If you're selling anything or you're getting leads, I don't care if the point of sale is on the freaking internet or if it's off of it. I don't care if you're just trying to make contact a little bit... but if you're selling anything, anything... I don't care if it's your product or if it's somebody else's. I don't care if it's info, if it's real estate it's real business, if it's brick and mortar stuff. I don't care if it's B2B, I don't care if it's retail... If you're selling anything at all these are the principles that make things sell. It doesn't matter if it's your product. Doesn't matter if it's someone else's product. Doesn't matter if someone else owns it. Doesn't matter if it's affiliate, okay? Guys, oh my gosh that one freaking drives me nuts... Stop thinking you're unique. You are way less unique in your business than you think you are. It's not a bash, it's the truth. My stuff, there's like a 30% area where it's my pure genius. The other 70%... Man, who was it that said, "If you think you're a hot shot, just look around and realize you've been standing on the shoulders of giants all along"? It's some quote like that. That's the truth.   That's the truth that you gotta understand. You are not unique. You are unique, but I'm saying your business, your product, it's not really that unique. You're not really that much of an exception to what I'm talking about because you're not at all, okay? So don't think like, "Oh, I've got to see it from beginning to end." First of all, that's garbage, no one follows that. No one follows that. It was literally the night before we sold the original Two Comma Club Coaching program that we actually outlined the offer. People were registered for the thing. People were ready, we already did the first full day. It was the second day, the night before that second day where we actually, "Okay, what should we sell them?" Just move, start swinging the bat. Too many of you guys have been focused on figuring out what the material of the bat is made out of. Who cares! Swing, Swing, Swing! Swing, and realize that you are NOT this like crazy exception to the things we're talking about, you're not. "Well, I think my scenario is different." Bull crap, Bull crap! I'm gonna make you feel uncomfortable and call that right now. That's a lie, and it's been a lie that you've been romancing so that you won't have to take action. What I've noticed is that in each one of my coaching programs it's always usually around anywhere from week two to six that's where I get the most push-back because those are the places where I force people to take the most action. So they start doing things like "Well, how much time does it take the average person to do this?" That's a symptom of you having a belief you're literally trying to find a way to release yourself from the good pressure you're feeling. You're trying to find a way to NOT do the thing and keep your pride on the way out. "Well people said that it takes about three months, and I only have two months and two weeks, so I'm not a good fit." You're trying to find a way to keep your pride and exit at the same time. Just saying, done it a lot. I've coached thousands of people through the process now. "Well Stephen, I don't know, how do you actually go create the product?" Man, I guaran-freakin'-tee if you just go out and freaking Google that you're gonna find the answer. If I start answering every person's little, tiny, baby question that could have been answered by Google! I  teach you to be a self-solver. My goal is to teach you a level of self-dependency. I want you to be self self-sufficient. There's a ton of stuff I can teach on all these different things, but the problem I've found is that people will use it as an excuse to not take action. Or they'll use it as an excuse to try and keep their pride and justify their actions or their inaction for doing things: "Well Stephen, I can't see beginning to end." "Well Stephen, I don't think that this is gonna be..." "I don't think my product and my scenario Is a fit for what you're talking about." Yeah? Bull crap! Garbage, not true at all.  A little tough love Stephen Larsen coming out right now because I'm so sick of people using those excuses. And I'm getting sick enough of it that I'm gonna get pretty forward about it. I was coaching this morning for the One Funnel Away Challenge in the event room again. (We're just on a break, so I'm gonna go back in here in just a few seconds.)   ...But someone asked like three times "Well I just don't know how this works for affiliate marketing" or  "Well, I'm in MLM so it's not really that way." "Well, I'm in retail so it's not really that way." I was like "Ugh freaking-A!" I'm talking about sales -  this is human psychology. Do you have a brain? Yes, you do. So does that person, and that person. Everyone in the audience does. These are things and principles that cause human persuasion and action in general.   You are not an exception to the rule. You are way less an exception to the rule than you've romanticized. And I'm just saying it because I care about you guys. You are my audience, I protect you like crazy. That's my mentality. A lot of people want to get on the show or stuff like that and I'm like "Meh, NO!" Because you guys are my tribe. I've sacrificed like crazy to try and reach out to you guys so you can hear my voice and my message. And so that's my message today: #1: Your business is way less an exception to the rule than you want to think it is. #2: Don't think you need to see beginning to end. #3: Understand that these really are frameworks that cause cash. #4: The variable, if somebody else is doing it successfully... if somebody else is out there making it happen, but you're not - then you're the problem.Something in the way that you perceive the framework is the problem. It's coming from your head, between your ears. Just telling you a little tough love. I appreciate you guys, you're amazing. If you have appreciated this episode and I spoke some tough, hard truth in this one - so I would love your honest feedback. First, we're gonna put this on YouTube - then we repurpose it for lots of other platforms so you guys to consume on those platforms if you want to. Anyway, please let me know, be brutal about it,  I would love to hear it. Thanks so much guys, we'll see you guys later, bye. Boom, thanks for listening. Please remember to write and subscribe. Hey, you want me to speak at your next event or Mastermind? Let me know what I can share that would be most valuable by going to stevejlarsen.com and book my time now.  

This may seem kind of backwards, but if you’re struggling, you may have one of these problems. On today’s episode Russell talks about what the number one reason is why people aren’t buying your products, and how you can change it. Here are some of the awesome things to listen for in this episode: How Russell knows from experience why not paying for other people’s products makes it hard for you to be successful with your own products. Hear some examples of Russell and others who have struggled because they weren’t willing to spend the money that they expected other people to spend on them. And why until you start paying for the things you were getting for free, the universe or karma won’t allow you to have the success you’re hoping for. So listen here if you want to find out why you need to be willing to spend money to make money. ---Transcript--- What’s up everybody? This is Russell Brunson and welcome to the Marketing Secrets podcast. Alright everybody, I know it’s been a while. I actually started recording a podcast a couple of days ago and then it crashed in the middle of it, and then it’s just been a super busy week and I haven’t had a chance to get back to it. So I apologize, but I am just right now, as we speak, driving home from the Two Comma Club X event and I had an amazing time. Alex Charfen taught for the last two days all about building a team and figuring out with your team what are your hall of fame goals, or your super bowl goals and based on that what are your yearly plans, quarterly, monthly, weekly, daily. So much cool stuff, all the things that are so essential to business, you know outside of creating amazing offers and products and marketing and all the stuff I like talking about, it’s the next step if you want to scale. Those are the next pieces. So those who are involved in the Two Comma Club Coaching program, that’s what we do, we bring all the coaches, bring all the pieces so you can get everything in one spot. Some of you may be wondering, how do I get inside the Two Comma Club X coaching, Russell? That sounds amazing. And the answer is you can’t. We only sell it at Funnel Hacking Live. But the good news for you is that the sales page for Funnel Hacking Live literally went live today. So if you want to come and experience the best of what Clickfunnels has, come to Funnel Hacking Live. I’m not going to spoil it by telling you who’s speaking or the special guests, or the private concert or any of the amazing things that are happening, but if you want to see it all, go to FunnelHackingLive.com. And I’m just so excited. This event is going to be, every year we try to take it up two or three notches and I think we did it again this year, and I cannot wait for you guys to be there. So that’s where I’ll kind of leave that, and go from there. Anyway, there’s so many things I want to talk to you about and I have kind of a long drive home, so I may cover a couple of different topics here, and I hope you guys don’t mind. But I thought it would be kind of fun. Just some things that have been on my mind lately. The first one, I’m not going to mention names, because it doesn’t matter and I wouldn’t anyway, but something happened this week that, and I think I’ve even done a podcast on this in the past, but I wanted to bring it to your attention because it’s something that I think a lot of people are missing. It’s funny, I had a friend a little while ago and he told me there’s these internet marketing pirate sites where you can go and basically every course that’s ever been given by any person in all time, you can go and you can download for free. And it’s funny, I was talking to  him and he’s successful now and he said, “You know what’s interesting, I had an account to that site and I used to download eveyr single person’s product, and I used to go through them and learn them and study them, but guess what’s weird, I never actually made money until I felt so guilty that I stopped stealing people’s stuff, and then I actually went and paid money. When I invested money, it shifted. And when it shifted for me, then I started having success. Literally when I was stealing people’s stuff I couldn’t make money. And when I started buying people’s stuff, then people started paying me for my stuff. It’s so weird.” I kind of smiled and said, “Well, it makes a lot of sense.” Something like that happened this week in one of our coaching programs, and I feel bad for the person, anyway I will leave it at that. But they were trying to figure out a way, how can I get all this stuff for free? Maybe I can cancel and I can share my password, stuff like that, all these different things. But at the core of that is the reason why most people struggle to have success. If you’re willing to see someone who created value and you look at that and you’re like, “I’m going to go take that. I’m going to steal. I deserve that without paying for it.” Or whatever that is. You receive value without giving value back. Money is value, right. So you give someone value, money, and they give you value back, that thing they bought. If you go and just take that without ever giving value, I don’t know if it’s karma or the universe or what, but there are definitely forces at large that will be keep you from being successful. If you’re not willing to pay for other people’s value, nobody’s going to be willing to pay for yours. It’s a really weird law that is true in this universe. I remember when we first started our company, we couldn’t afford all these things like, I don’t know, Microsoft Word, I don’t know, all the different things. We had a couple employees, and I couldn’t afford all these things. So I was like, “Let’s just get a download key and we’ll just unlock them.” And we did that for a while and we struggled and we struggled and I remember having that realization in my own mind. I’m like, I’m literally pirating this software and I’m trying to sell software. I’m a bad person. I’m doing this wrong. So I went back and in fact, I had an employee that we fired and it’s funny because he came back afterwards and he’s like,  “I could tell, I could turn you guys in for downloading software illegally and using all these things.” And I remember feeling really bad about that. So we went back later and actually bought the software we already had for free, because I was like, “Dude, we’re out of congruency with the universe, with God, with whatever you want to call it.” When you do that it just doesn’t work. So we shifted that and went back and started paying for those programs that we could barely afford, and guess what happened? Magically after paying for the things we could barely afford, we started making enough money we could afford all the things we needed. So there’s a law there, I don’t know what it’s called. I just wanted to share that with you guys because I think it’s something a lot of people struggle with.  A lot of times I see this too, with people who are creating products. They’re like, “Nobody, I would never pay a thousand dollars for a coaching course.” Or 25000 or whatever it is. One of my favorite stories, Justin and Tara Williams who are some of my favorite people, they came to the first Funnel Hacking Live. They came and they were like, “We are not going to buy coaching.” And they hid their wallets in their hotel room. And during the first break they ran up, grabbed their wallets and came down and signed up for our $25000 thing. I remember the very first meeting they came to, and they were trying to figure this stuff out and how to do it. I basically told them, “You guys should launch a $25000 group.” And they’re like, “People aren’t going to pay that.” And I was like, “You guys just did. You literally paid $25 grand to be here. People will pay you $25 grand to see you and to learn about real estate.” And they’re like, “oh.” So they went home, I don’t know if it was that night or the next week or something, but they sent an email out to their list and they’re like, “Hey, we’re doing this thing, it’s $25 grand.” And literally, I can’t remember the exact numbers, but it was like 16 or 18 people sent them $25000 that fast. But it wasn’t until they had paid $25000 that they had the permission to go ask other people for that. The same thing for me, I couldn’t go sell a 50 thousand or 25 thousand or 10 thousand dollar program until I had bought one. There’s something, like a belief level, until you’re willing to part with that kind of money it’s hard for you to be willing to ask other people for that money for your thing. It’s the weirdest conundrum and a lot of times people get stuck, “I can’t figure this out. I can’t have success.” And I’m like, “well, when was the last time you bought a program similar to yours.” And they’re like, “Oh, I don’t buy stuff like that.” I’m like, “Why not?” “Oh, well I can get it for free on Google or whatever.” I’m like, Okay, those belief patterns in your mind are what are keeping your from having success and keeping you from helping your customers succeed. Because subconsciously, even if you don’t know it consciously as you’re trying to pitch and tell them to give you a thousand bucks, subconsciously you know in your mind that they could probably get this on YouTube or find here or whatever and all those kind of things. It’s not until you go and invest in yourself, you spend a thousand bucks or ten thousand or whatever that is, you buy the thing and then when you’re trying to pitch someone and you have a good experience, you’re like, “Man, I bought that thing and it sped up my success.” Then you come back to someone and you say, “Hey give me ten thousand dollars because I’m going to speed up your success.” In your area of expertise, you don’t feel guilty because you know what that meant to you, because you know how that affected you, how it changed your life, how it sped up your process. So I think it’s just super hyper important and just a thought of something I wanted to share with you guys as I was driving home today. So yeah, I’m not saying you should go and give all your money to everybody, but you should definitely give it to people you trust, and hopefully we’re someone you trust, and if so you should come to Funnel Hacking Live. I promise you that experience will give you the emotional impact, the emotional change you need to set you on the course you need for your future. If you want to go deeper with us, then you should join the Two Comma Club X Coaching program, we only open it up at Funnel Hacking Live and it’s taking you through the next step of the process, which is what this group is going through right now. And it’s amazing, it’s fun seeing the results already coming through it and people already having success. Anyway, that’s what I wanted to share with you guys. I’m going to jump off and make sure this is recording because my phone’s been having all sorts of issues, and if it is, I’m going to come back in a few minutes and record one more episode on my drive home. Thanks so much everybody, and we’ll talk to you soon.

Let's dive into WHAT gets you paid. It's not the offer!... Hey. What's going on, everyone? This is Steve Larsen. You're listening to probably one of my favorite episodes of Sales Funnel Radio so far. I've spent the last four years learning from the most brilliant marketers today. Now, I've left my nine to five to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch? This podcast is here to give you the answer. Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels. My name is Steve Larsen and welcome to Sales Funnel Radio... What's up, guys? Hey, I know probably every episode is my favorite episode when I'm doing it. Anyway, this is one of the core reasons and ways to actually make more money... What? Hopefully, that's an exciting topic for you. Hey. Next to me to my right right now, it's a chest. I've got a bunch of random stuff in there. Some guns in there. Frankly, it's extremely very thin, brittle chest. It's slightly painted green. There's these little latches on it that are all rusted out. Frankly, it looks like a piece of junk. It does. For right now in today's value, you probably wouldn't get much for this, which is interesting. How many guys want to buy it? I would love to maybe ship it out to you if you guys want to buy it. Anyway, that'd be really, really awesome if you guys want to purchase it. You're like, "What, Steve? Are you kidding me?" All right. Let me shift it up for you now. Let me tell you that this chest belonged to Captain Wayne Kartchner, an ancestor of mine. This thing is old, guys. This is an heirloom. It's next to me. it's rusted out. I do keep a few things in it but it's next to me here. Captain Wayne Kartchner. I've got several military members that have been in my bloodline, which is part of why I went into as well for myself. Interesting. How many guys want to buy it now? Would you be shocked if the price that I sold this for after telling you that story would be a little bit higher? No. It wouldn't shock you, would it? It would not shock you at all that I'd actually charge more money for that. Hey. I've got some pieces of dead tree over here. It's awesome. There's some blank ink on them. It's a book. Anyway, how many guys want it? Sweet. Sweet. Cool. You know, I'm going to sell it for 100 bucks. If you guys want it, just message me right now. Is that cool? All right. What if I was to tell you that this one book has made me a butt ton of money and has actually given me the life that I have been wanting really, really bad? Cool. Is it worth 795? You guys get what I'm getting at? Hopefully, you are. One of the questions I've been getting a lot lately... Some guy wrote out and he said, "Hey. This is one of the topics I've been pounding on a lot lately for my coaching students." I wanted to be able to go in and I wanted to teach you guys the same thing. This is important. This is very important... What I want you to know is we're about offer creation. Offer creation and storytelling. Those are the only two things that I really care about anymore. Okay? Those are the two most lucrative skillsets I can even think of. The farther I follow this rabbit hole down, the farther I've realized, the more I've realized that that's really it. That's really it... I don't have to be an amazing, creative individual with Photoshop. I like Photoshop. I don't have to be an amazing, creative individual with ... I don't have to know how to code. There's a lot of people that know how to do this. Okay. I can outsource all that stuff but the thing that I cannot outsource very well is this whole storytelling offer creation piece. Why? Why?.. Let me tell you a story real quick. A man walks down the street. It's actually an alley. He walks down the street. He's creeping. He gets shot and dies. Okay? Let me switch it up for you though and give you some context. It's a war zone and he's a soldier. Okay? Huh? Right? In one second, you might think that someone was murdered. In another, you might think that they were just killed in the battle zone. Fascinating context. Context is everything. Context is what actually delivers value. Okay? Offers is not where value is created... I want you to know that. That's what I'm trying to tell you. I'm trying to help you guys. Look around at these objects that are around you. One of my favorite stories is a story of this violin. I don't know if it's true or not. It's a movie. You guys might know it. This movie where this violin is being shown. It's at an auction. They're auctioning off this super old violin. Somebody's like, "Yeah. I don't remember the price once were but it was super low." Everyone's like, "Really?" The auctioneer's like, "You only paid that much for it and no one would go any higher." Suddenly, this old gentleman just starts walking up to the front of the room. He takes the violin. In front of everybody, he starts to clean it. He cleans the violin. He polishes it. He tunes it. He plays the most incredible song and just hands it back to the auctioneers and goes and sits back down. The offers for the violin go through the roof. Why? Context, guys. Story. A story creates context for things. Okay? When we're thinking about offer creation and products and value and how to make more money, you have to understand. Your offer is not what creates value. Offers do not create value. They deliver it. They don't make it. Okay. They deliver it... They scratch the edge but they don't make value. What makes value is the sales message. Okay? For example, a lot of you guys know that I'm religious. Here's a biblical example. There's a woman. She goes and she pays tithing. She gives away just two pieces of coin, whatever it was. I can't remember how much. Some rich people next to her make fun of her because she only gave just a little. Okay? Now, from a monetary standpoint, she gave just a little bit. These other people give a ton because they have a lot of money. Christ, he's sitting on the side. He says, "Who gave more?" Everyone said, "Well, the rich people." Actually, let's get some context here. That was almost all of her money. How much more worth were those coins that she gave? Think about it in those kinds of terms. Think about it. Okay? There's a lot of things, objects, heirlooms you may be even given. For example, I go over to Cache Valley every once in a while. I've got family over there. I had no idea that one of my ancestors in I think, Sweden or Denmark. I can't remember now... I could say this if I wasn't recording an episode right now. One of my ancestors got on a ship and lived on a ship going back and forth between. This is in the mid 1800s. Going back and forth between America and England until he had enough money to get off the ship and he walked across America seven times helping people from the East Coast all the way over to the West Coast. Back and forth, back and forth, back and forth. He did it seven times... The guy was so intense and such a leader but a humble leader. No one else really knew. Anyway, they wanted him to settle in this area, Cache Valley. They wanted him to be the mayor. He said no. He did not want to be the mayor. They went in and they literally voted him to be the mayor without him wanting to be the mayor. They made him the mayor. Okay?... They called him to be the leadership and he did not want to be in it. He constantly fought back. The only way is because by public vote, they just chose him to be and they decided to be. He ran from it. He didn't want to be. Now that I go into Cache Valley, that place means more to me. That means more to me. He settled part of that area over there. He helped create the towns and everything. When I go in there, it means more to me now. Why? Context. Okay? Story. I know the story now. I went and I saw his gravestone. That guy was a crazy entrepreneur. I had no idea until I learned that. That gravestone means a lot more to me now because I know the story. I know the context. Value is created in story... Story changes context. Context is what creates value. When I sit back and I say, "Hey. Go get this thing called ClickFunnels. Go get this product over here. I've got this cool product over here called Secret MLM Hacks. It's killing it. It's awesome. We have a lot of cool success stories. People are doing great in it." If I just go say that, you'd be like, "Oh, sweet. An opportunity for Steven to take my money." Right?... If I start telling my actual story though, if I develop a sales message, if I use some frameworks that's meant to change the way that the people see the world, that people see the product, value is created in a sales message, not an offer. It's the reason I laugh so hard. People are like, "Well, I would go selling it but I'm not done creating the offer. I don't think anybody will pay for the offer yet." I'm always like, "My gosh. That is not how value is created." Okay? Value is not created through the offer. It is delivered through it but it's not created in it. It's created inside the sales message. Because the sales message delivers context. The sales message changes frames. It changes the blueprint of how we see the world, of how we see the object, of how we see the offer. Okay? Get good at developing those stories. Get good at telling those stories. That's the whole reason why I keep trying to preach that just a little bit. I know I've pounded it hard in the past little bit but it's the reason why, too. I was telling them to go publish. Publish, publish, publish. I know I'm a broken record with the publishing thing. Okay? I know I am but it's because when you publish, people see you differently. You are changing the context that they're looking at you with. How many of you guys when you first saw me, you're like, "Oh, yeah. That's the lead funnel brother ClickFunnels." Without listening to this podcast, how many of you guys ... You guys didn't know much about me. You didn't have affinity for my brand and what I'm doing. You didn't. That's fine. I know that. I knew that. Therefore, I publish. Does that make sense? Now, when I say, "Hey. I'm out at an event. Hey. I'm out on a mastermind. Hey. This is a sweet book." By the way, I'm writing a book right now about all the lessons I learned next to the desk of Russell Brunson. Okay? It's freaking awesome. Okay? I'm so excited. My gosh, it's so good. It's 300 pages. It's really, really good. Anyway, you guys don't care about that though until I deliver context. Until I deliver context. I need you to know that. I'm just trying to help you understand that. When you are developing your offers, when you're coming up with something new to sell, that's the reason why first, you start with the sales message piece... You're going to have to figure out on a very rough draft 30,000 foot view level of what your offer is or an idea of what it's going to be. They don't make the thing until you know that actually turns money. It's not the offer that's turning money, okay? You don't get paid because of an offer. You don't. Okay? You get paid because of a sales message, because of a sales letter. That's what gets you paid. That's the thing to obsess over. If there's any skillset I can beg you guys to go learn and be obsessive over, it is the skillset of telling stories. Okay? It is the skillset of selling stuff. It's the skillset. Thankfully, one more step back on that ladder is becoming a good marketer. Because being a good marketer, you don't have to sell as hard, which is awesome. At the core of marketing, it's storytelling. It's educating. It's educating with the intent that they go and purchase something. Okay? That's what marketing is. You're changing belief patterns. How do you do that? You're changing context. You're adding context. You're taking away context. You're adding things to it so they look differently at an object that might otherwise be four pieces of thin wood next to me on the side, right here on the floor. You know what I mean? There's context with it now. I know that there's a story behind it. I know that there is a story... People will pay more because now, they know the story. They know the context. They see the value. It's four pieces of wood that's pretty destroyed. You know what I mean? Did the monetary actual value of this chest right next to me changed when I told you that story? Not really. No, it did. It's the same pieces of wood. It's not like it's an appreciating asset. It's this piece of wood right here. Why does it have a lot of value? Because of the context, because of the story that you now know. When you're developing your offers, please know that that's not where you get paid. You get paid because of story, which ultimately is your sales message. Anyway, that's the whole point I'm trying to help you guys. The products and offers, it's not where the value is created. It's in the sales message. The product and offer just delivers. It delivers on the value but that's not where the value is created. If you're having a hard time selling your stuff, number one, yeah, definitely. Look at your offer. Maybe there's certain things in there that ... I don't know. It just sucks. The reality is, is that you could go in and have a crappy offer with a fantastic sales message. It's a classic example when you go and buy something on the internet and it shows up and it's pure garbage. Why did that work? It worked because the sales message was amazing. It was incredible. The actual product itself was terrible. Okay? That's a two-step method of getting paid more. Just number one, bring it from a product and turn it into an offer. Don't sell products. Sell offers. Number two. Man, make this incredible story. Make an amazing sales message because that's really what assigns value. I will never get rid of my ClickFunnels account. Never. Ever. Why? Not just because of the money that comes from it, because of all the story. The stories that Russell tells where he goes out and he says, "Hey, look." I even saw it. When people, they had never used their ClickFunnels account ever. They just like the t-shirt because they liked the culture that's behind it. They've got t-shirts. They've got the context behind why that t-shirt matters. Does that make sense? I'm trying to close you, guys. You guys getting this? Anyway, I hope that that is hitting home for you. This is such a huge topic and I'm trying to hit it straight between the eyes. Because there's a lot of people who've been saying this stuff to me lately. They're saying this to me lately. All right?... "Hey. I'm not done with my offer yet. Therefore, I cannot sell anything." It's like, "Well, that's not how things are sold. Yes, you can." All right? Someone reached out to me today and I can't remember who said it. Snippy is not the right word. They're very forward though. How would somebody purchase something that's not created yet? When I say, "Hey. Go create a sales message and start selling before the actual offer and products are created." Somebody's like, "Who would do that?" Like, "Well, a lot of people do that that's why I've launched everything." When we launched Funnel Builder Secrets, that whole offer went out there. Incredible offer. The offer wasn't made yet. We knew what it was but it wasn't created. We actually didn't put it together yet. An amazing sales message put this together. We made millions of dollars off that thing before it was even done. Lots of money. The original Two Comma Club Coaching program secrets master class, when I was putting that together, we're selling that thing. It wasn't a Two Comma Club before the thing was even done. Why? Because the value was already assigned. Now, the value was assigned, people were paying for it because the value was higher in perceived value than they were actually paying for it. Then I could go in and I could just create it. I literally created it one week ahead of them. Who does that? A lot of people. I just listened to a sweet interview with Ezra Firestone and Ryan Moran. Actually, Russell sent it over to me. He was saying this exact type of thing. Ezra Firestone does the same exact thing. He creates this cool sales message, makes sure that it sells. He sells to his Beta users for $1,000. The future people have to purchase it for $1500. That first Beta group helps him create the product that they purchased. That makes sense? Anyway, I think I said that, does that make sense too many times. I got to start breaking up more trial closes. Anyway, I hope though that like I said, that's hitting home. That you guys are getting it. Okay? The ability to develop a marketing and sales message is so powerful. That is where value is created. That is where value is assigned because it's where context is delivered. Okay? It's where context is given. We see the blueprint of the object differently. Even though this water bottle in front of me, I used to backpack a lot growing up. There was this Nalgene water bottle that I had. That thing went with me everywhere. I took that water bottle. I don't know how many hundreds of miles I backpacked with that water bottle. I would never get rid of it... There was this value I had assigned to it. When we were backpacking to different areas, we ran out of water. We had to ration water and be a little bit scary actually. Different creek. That's the water bottle. For some reason, I don't know why. I won't get rid of that water bottle. I can't find it now. That was a lot of years ago. Okay? For a long time, that was it. It was not just a piece of plastic to me. There was a story, lots of them behind that very water bottle. Does that make sense? Sounds cheesy. Totally true though. Completely accurate and applies to every object that you're selling. Okay? Find ways to deliver new context. Another way to say that. Find ways to break and rebuild belief patterns. That's what that is. Anyway, all right. For fear of saying the same thing over and over again, just probably in this episode. All right, guys. You're all awesome. Appreciate you. Go forth ahead and tell them a profitable story. Bye. Hey. Thanks for listening. Hey, look. Can't decide what funnel you need or need more in-depth training on how to use your current funnel, find out which funnel you need at salesfunnelbroker.com and get your premium pre-built funnels and training today.

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

Alright, you guys. Hey, I'm very excited for today's episode. I'm going to be jumping on a live Q&A call with all my people here soon, and I'm pumped to do so. I do live Q&A's with three different groups right now. It's kind of all over the place, actually, but it's a ton of fun. I really, really enjoy it. I am what's called a Two Comma Club Coach, there's only a few of us at ClickFunnels, which is awesome. Two commas, meaning a million bucks, which is very, very exciting, and my specialty is webinars. I spend about an hour and a half to two hours each day, or sorry, each week, doing live Q&A. My students go out and they get all the questions out that they've been working on, basically they go through a whole bunch of models during the middle of the week, and then afterwards I have them, they come back in and we do huge Q&A sections. It's a lot of fun, I really, really enjoy it, I look forward to it every single week. As I was, as we were putting that whole course together and as we were putting everything together, it was cool to like realize that doing the Q&A sessions, the group Q&A sessions, is like this gigantic value add, and I started having people tell me, "Steven, these Q&A's are like just as good as the rest of the course combined." I was like, "Hey, that's really, I appreciate that," and then I started thinking about that more and more and more and more. I started thinking through like the way I've watched MLM uplines communicate with people, and please understand what I'm saying here. I'm not saying ... Anyways, follow me for a second here, okay? There was a guy that I watched in my first MLM run around all over the place. He was the man, like I look up to him like crazy, I still do, there's nothing wrong with the way he did stuff, I just don't want to do it the way he was doing. They kept saying like, "Hey, this is all passive income. Hey, this is all passive income." There as nothing passive about the way that guy was working. There was nothing passive about how he was [inaudible 00:02:40]. It wasn't sustainable, the method wasn't duplicatable, no one else could go through and work the way, you know, it was ... This was only, the people who were going to be successful were the, only the people who could work like absolute animals and can sift through people like a beast. I understood the method, it kind of offended me a little bit, but I really, I just didn't want to do it that way at all. One of the things I noticed is that he was on his phone constantly, I mean all the time, because so and so from this down, from this leg, and this downline, was saying this. So and so from this line needed a question about two things over here. So and so over there had, needed, and then if they didn't, if he could pick up and answer immediately, they just kept calling and calling and calling and calling and calling. I was like, "Oh, my gosh. I have a fear of the phone," which is true. I don't have a fear, but, man, I cannot stand, I cannot stand getting on the phone. I don't know why, I was even a telemarketer for a while, on purpose to try and get over that. The phone, like kind of freaks me out, it drives me nuts. I was like, "How could I do this in a way that is actually duplicatable with my time, so that have a system that's duplicatable, but my interaction is duplicatable? How can I make this in a way so that I am still able to be removed from my own organization?" Again, not that I'm trying to take the human element out of MLM, I'm not trying to do that at all, I'm not trying to like sham people and say, "Hey, go figure it out on your own." What I started doing is I started like, I was like, "Man, what if we did like a live Q&A session with everyone who is buying my course, and then a live Q&A session with everyone in my downline once a week?" I'm actually doing three of them now, because there's Two Comma Club Coaching [secrets 00:04:39] masterclass, and then there is a, the people who buy Secret MLM Hacks, they can ask anything they want in a group Q&A section and setting. The reason I've been doing it that way was so that they're indexed, and actually do them over Facebook live. People go and they submit their questions ahead of time, and then I index the questions and my answer and I put them in our members area, and I put them in different, so that it's more duplicatable, so that if someone has a question, they first go try and self-solve. I'm all about finding self-solvers, okay. I do not believe in finding people who believe that their success is on my shoulders. That is not true at all. We each have our own part to play in our own success, so I go and I find people who are self-solvers, those are the kind of people that join my downline. Then what I do is I go and, I've been doing these group Q&A sessions, that I'm about to jump into one, and just to let you know, what day is it? Tomorrowish. It's consistent though, every single week, and people go and they preload all of their questions, they preload all their stuff, so then I start immediately with all these Q&A's, and it's awesome, guys. It's so much fun. Then eventually what I did with the Two Comma Club Coaching one was, I found a guy who wanted to listen to all the Q&A sessions, and by that time they were like well over a 100 hours of Q&A sessions with me. He grabbed all 100 hours, and he listened to all of them, and then anytime there was a question that was asked, he would take that and then my answer and put it into its own little MP3, so that in the members area people could search for the question or the topic, or whatever it was, and then they could see, not just the question obviously, but then all my responses to that same que-, and if people kept asking the same question, and I had another response to it, there was like three or four, five or six instances where I answered that question. Someone could get a really awesome round-out answer in just a short amount of time. This has been amazing, you guys, it has replicated my time, it has kept me from having to live on the phone to answer this question or that question, when I've answered it tons of other times for other people. With this group Q&A section, a thing that I've been doing, like how awesome to do it that way, right? Because now I don't hold them back, they don't need to wait for an answer to something that might be even just really tiny. Or even if it is big, they can go, they look, everything's indexed, they see all where the questions are. Boom, right there. I'm planning to, I'm doing, I'm planning on doing that same thing with both my downline and also the Secret MLM Hacks group, which is super awesome. I mean massive, massive value add, and I totally get that, but what it's going to let people do is move at their own pace, because I know some people get in and there's like, they're like, "Hey, I'm working tons of jobs, and I got to go a little bit slower." Or someone comes in and they're like, "Hey, I just jumped ship. I literally am trying to build my parachute while I'm falling and I have to make this work. I'm going to move at lightning speed." I'm like, "Cool," and it's nice because it lets people, because I have content that is tailored specifically to my downline. Like, "Hey, guys. This is how I sell this product with this thing, with this script, in these ads, in these areas on the internet. Hey, guys. This is how I sell this product with this script and these ads. Hey, this is how I do it." That's where I'm taking everyone, that's what I'm doing and putting out and developing. "Hey, this is how I bec-, this is, guys, this is how I became unique. Make sure we're all unique here, and if you just add like two or three things here you can totally become unique from everyone else in the upline and downlines so we're not all competing with each other, right." I mean, solving the huge problems of MLM, right, but I know I ask a lot of questions. I ask a ton of questions. Sometimes it's funny, we'll be at like grocery stores or checkout lines or a restaurant or whatever, and I love to ask questions to just random people. Every once in a while it's kind of funny, it kind of drives my wife nuts sometimes. Or she'd be like, "Why did you need to know that?" I was like, "Oh, I'm just curious. Hey, what's your highest selling thing here in the grocery store? Hey, what's the day that is the least busy? Hey, what's the day that is the most busy?" Random stuff, but sometimes just kind of cool and fun to know. I ask a lot of questions, and if I was in my own downline, I would be so thirsty to get all the answers immediately. What I'm doing is making this thing consistent where each person has the option to come in and ask questions on a repeated basis, at the same time, every single week. That way the other like six days and 20 hours, or whatever, of my life, I don't have to be glued to my phone. Okay, but I'm still serving and servicing my people. Okay. It's how I've duplicated myself, it's how I've created a machine and a system that solves itself. Then I just teach my people to do the same thing with their people that they recruit. Right? Right? I got no problem if they're using the same kinds of answers that I gave. Does that make sense? This is like huge, like no one ever taught me that stuff in the first MLM I was creating, and I realized like right off the bat, "Holy crap. I'm going to have to become a customer service rep to actually pull off a successful MLM downline." I was like, "I don't want to do that," and if you're, if you have a disposition towards those things, that's great, good for you, that's awesome. It's not in my personality, and it's not that I don't like people, it's not that I don't like dealing with people, or that I don't like answering questions. It's that I answer the same question a billion times for tons of other people. I was like, "Man, why don't we just have one centralized place where all the questions are, my answers to all of them, every time, in the same place where the rest of the training is on how to be a rocking member of my downline? Or how to actually apply and get Secret MLM Hacks, excuse me, Secret MLM Hacks applied appropriately to your recruiting and your product?" You know what I mean? A huge value added, amazing. I charge a grand an hour right now for one on one consulting, and to come in every week and do that for free every single, like that's huge. A massive value add for them, massive value add for me, scratches everyone's back, and is one of the, like while I've, this is why I've been thinking this. While I focus so heavily on true duplication of the product sales, recruiting, this is like the first area where I've really been focusing in where it's like, "Hey, here is true duplication communication wise. Right, this is duplication as far as like my own time so that we really can, if we want to, go retire on an island." You know what I mean? Otherwise, you're glued to the thing. "Yeah, let's go retire on an island, but I'm going to be on the phone 18 hours a day." Like, come on, that's not what I'm going for. I'm trying to get a thousand people in my downline in the next six months, that's my goal. A thousand more, okay. I'm excited to do it, and we're kind of on track, and it's been awesome. It's been sustainable. I'm just, and it's been a whole bunch of fun. If you want to follow the ride, or if you're like, "Hey, how does this work," or whatever, if anything I said is interesting to you on that, we'd love to have you on the course. Anyway, the fun stuff. Just think through how you can do that for your own downline. How is it that you can duplicate your communications? One of the other areas that it's really helped me with this as well is that it's helped me understand where people are struggling, and it's funny because a lot of times I've not, I would never have known otherwise that that's where people were struggling. I was like, "Really, that was the thing? Okay, cool," and I'll go help and solve it and they're like, "Oh, my gosh, that was amazing." Suddenly everyone's income explodes because there was like three things everyone was struggling with and I just go help them solve that for the whole organization though. Everyone sees the answer, everyone gets it. It helps create runners out of the people who may not have been runners before, because they're like suffering in silence. Wait, "I didn't they had that question too. Oh, I didn't want to look dumb. I didn't want to look like I was the only one that had that question. Oh, they had that question. Wow, that's the answer. Sweet. Boom," and they go run. It helps people who are not extroverts also get success with this, because they see all these other people with their questions, they're like, "Oh, man." Does that make sense? Super, super, super helpful. Super thankful I've been doing it. Super thankful I'm about to s-, like I'm starting it with the Secret MLM Hacks group because I just, we just barely opened the card on this thing last week, and it's been great. I had tons of people come in, and every week we're just going nuts with everyone. Anyways, very exciting, very awesome. I feel like I'm saying the same thing over and over again, but there's just tons of benefits of doing it this way. Because otherwise, man, I would watch some guys in my upline and the first upline I joined run around with me and spend inordinate amounts of time with me. It's not that I wasn't thankful, it's that I was thinking like, "There is literally no way this guy could leave my side and I would be okay right now." Then there's all these other people who also have questions, like, "Oh, man. This is not sustainable. It's not duplicatable, it's not something I want to teach my people to do." I am super pumped that this is something that's being implemented right now, and I'm super pumped to jump on the first one for Secret MLM Hacks here shortly. Anyway, you guys are all awesome, appreciate it. I just wanted to drop that little tidbit by, as far as logistics how I'm running this thing, so that it's not all consuming. You know what I mean? I still want a lift in the mornings, I still want to hang out with my little four year-old and two year-old, I still want to hang out. You know what I mean? Like I still want the life, I still want to be able to go do those kinds of things, but not shove my people in a corner and make them feel like I'm not giving them the time they need. You know what I mean? Anyway, so this is the way I've gotten around it. All right, guys, I'll talk to you later. You're all rockstars. Bye. Hey, thanks for listening. Please remember to subscribe and leave feedback. Would you like me to teach your own downline five simple MLM recruiting tips for free? If so, go download your free MLM masters pack by subscribing to this podcast at secretmlmhacksradio.com.

Click above to listen in iTunes... Little did I know (or notice), but very subtle moves by my awesome parents helped to cultivate an entrepreneurial environment… Welcome to the first episode of me totally on my own not working for anybody else. I'm very excited to be here. Man, I've been dreaming about this for six years. My name 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. What's up everyone? Holy crap. I woke up this morning and I thought to myself, "Self, holy smokes. You really did this." Oh my gosh. Then I got up and I lifted and got ready for the day and I'm here. I'm ready to rock. This is going to be fun stuff. What do you do when you have that clean of a slate? It's been a lot of fun though already. I'm excited for this though, I've been dreaming about being on my own, owning my own business, being my own entrepreneur, I've been dreaming about this for probably six years. Really though it's been since like the middle of high school, so I don't know like 15 or 20 years, something like that. So, I'm excited for what this means. I'm excited for what it's going to require me to do and grow as an individual. I understand that I know that there's things I just don't know. There's stuff that I don't even know that I don't know and I'm excited to go find those things out. I know it'll cause some bruises and cuts and tears, every once in a while I'll get a bloody eye. You know what I mean? I know that. I understand that. It's so funny how many people have reached out and been like, "You're an idiot. Oh my gosh!" There's tons of people who are like, "You can do it. Oh my gosh!" It's been cool to have both sides of it, 'cause to me it means that I'm doing the right thing. So, when there's that much polarity with it, it's kind of like, you know, if you've offended nobody by noon you're not marketing hard enough. I feel like it's the same thing for you as an individual. If nobody's nay saying what you're doing, you're probably not pushing yourself hard enough. You know what I mean? Anyway. So, I'm excited. I've got my first product launch, well, it's not my first one. I've done a lot of them but it's my first one solo on Thursday, and excited for it and I've been planning this product for a long time. I've tested it and it's been working like crazy and I've got honestly really two beta groups that I've been doing it with for the last while and it's been killing it. So, I'm finally ready to go public with it, which I'm very excited about. A lot of people have asked, you know, "How do you feel like you're ready? How do you feel like you're set to do this?" I know there's a lot of people, you guys are listening and you A, might either be hoping to one day get out there and do something on your own, you're dreaming about it and there's something keeping you back or you feel like you're not ready or whatever it is. Then the other side is I know a lot of guys who listen are actually by yourself and you actually have been by yourself for a while and that's awesome, I'm pleased to have you as well as a listener. I understand we got both sides of the coin here and both sides of the coin as far as how people feel. It's funny that people like reach out and tell you their opinion about what you're about to do with your own life, you know what I mean? Just expect that. Just expect that especially as you start publishing. Like if nobody has been doing that to you, you probably haven't been telling enough people and there's something weird that happens when you get really clear about what you want and you start moving forward. People start reaching out all over the place. Number one to say yay or nay, but then number two when you get that clear and you start going out saying, "Hey, this is what I want or don't want" it's funny how stuff kind of just starts to fall in place if you're actually serious about it and you're actually moving on it and you're not waiting for other peoples' blessing to move forward. You know what I mean? Stuff just will move forward with you, if you are. So, anyway. That's the deepness of this one. But I was thinking about just how I got raised and things like that and there's a great question that I got from a listener that I'm actually going to toss in right now. I thought it was the perfect question for what it was that's actually been on my mind, 'cause there are a few things that I did as an early kid that I can look back now and be like, "Oh my gosh, there's a few things that look, this helped me be prepared. This helped me get in the correct mindset where I could go do this." I understand, guys I'm only 29 years old and I understand there's other people who have been far more successful than me by this age and a lot of people who have been far less successful by this age. I think one of the keys is just to quit watching other people. Who freaking cares! I don't care. It's my life, it's where I am in my spot and I'm in competition with myself. Over and over and over again in Two Comma Club Coaching or any coaching in general that I do, side clients, you know, all over the place, one of the biggest things I see over and over and over again where get fumbled up, is it's good to look at other people, right? We tell people, we teach people, look go funnel hack this guy. Go funnel hack this person, this business, this over here. Copy them, model them, go through figure out what is it they actually did, how did they prove that that offer worked? How do they prove that they're attractive character works to that kind of audience, right? But also, please understand that your actual progress in this, right, should not be compared to another individual. Your actual value as an individual cannot be compared. "Oh well they did this by the time they were this age. They did this by the time they were this age." If you're doing that as far as competition, okay that's great but understand that I've seen a lot of people get crippled by it. Because what they do is they get out there and they start saying things like, "Oh, I must be doing it wrong. I'm never going to make it because I was never Russel's right hand funnel builder." You know what I mean? That's kind of what they do and they come out and they said, I've heard that a lot lately, it's like, oh my gosh, I wasn't planning to be, I wasn't even trying to be in that role for a while. I was just already in motion, they saw that, and they picked me up. You know what I mean? So, go get in motion. Go do stuff. Be in motion. Don't wait for approval from anybody else. You'll never get anything done. You'll get things done at a very slow rate 'cause you got to get second opinions on all this stuff. It doesn't work that way. Okay? You got to be willing to frankly give people the finger a little bit, which is something I don't do. Just move on. Like whatever, this is what I'm doing. Get out of my way. This is what I'm going to go do, and then you go do it. I don't know. Maybe I want to SoapBox right now but I'm certainly feeling excited and a little bit euphoric about this whole thing. Obviously there will be rough spots and everyone tries to remind me of that, duh. I get it. But there's also going to be a lot of freaking kick-butt stuff and I've got six mega selling opportunities this next month alone that I've pre-set up to help the jump as I leave. I mean, my goals are huge. I know that. It's going to be great. Do the same thing though in your life. Whatever it is that you're doing, the funnel that you're trying to put together right now. I was looking at a post the other day and the post was saying, "How many funnels are you going to build this next year in 2018?" I was like, "That is a rough question. Ouch. Who cares how many?" Focus on just one. Just do one. If you do one really good it'll change your whole life. It doesn't matter how many. I have no idea how many funnels I've actually built. I always tell people that it's like 300 but it's way beyond that. There was a single project that was 86 funnels two times. Okay? 86 funnels in two different times on a single project. I did it in like three or four days. Another one where it was supposed to be 330, I only ended up getting like 90 of them done but that was in two days. There was another one, like when we built Anthony DiClementi's that was 12 funnels. That was over the span of not that much time. So, it's in reality way past 300. I have no idea. But you know what's funny, is I can look back at the 12 that are killing it. Don't worry about the number of funnels. I know there's a strategy out there where you try and build a funnel a week, that's okay but you end up getting micro focused or hyper focused I should say, hyper focused on just the funnel that you're trying to get done and not actually making sure the thing converts and you're making money from it. There is so much mental capacity that is required just to get one kick-butt funnel out the door. Who cares about number two til you get number one done. You know what I mean? It doesn't matter. Stop caring how many funnel it is. Stop caring about, "I'm going to go get this done, this done, this done, this done." Well, then you're not going to get any of them done well. Okay? Do less better. Do less better. That's one of my favorite... I don't think he actually said that but it's a lesson that I got from him and I wrote it down. Do less better. It's all about saying no to more things than yes to a bunch of stuff. Say no to like everything. Okay? I do. It's the reason I don't funnel build for other people anymore. The kinds of people I want to funnel build for are like massive companies, huge companies. I would love to build funnels for huge, huge companies because I know with complete confidence that in a few tweaks I can totally change the revenue coming in to them. I could either take away their cost to acquire customers or we could go expand how much each one of them is giving them. I want to go build for massive, massive companies. So, I say no to like everybody else. I got tons more asks this last week and I get it. That's awesome, that's exciting, and quite honestly I'll probably do you know, some kind of event in the future where people can come in and I'll help them get their funnels out the door that they've been sitting on for a while. I would love to do that kind of stuff. I want to be involved with that kind of stuff, but the amount of mental mojo that it takes to get one of them, one awesome one out the door is huge. So, don't worry about number two, number three, number fifteen. Don't worry about number 12 til you have number 11 done. Number two, don't give a crap about number two until number one is kicking butt. You know what I mean? Anyway. So, as you think through the goals, whatever you're trying to do in 2018 whether or not you set goals and new years resolutions all that stuff, I'm off my high and mighty horse now. Let's get to the question from our listener, which I'm super excited about. Steph Brown: Hey Steve! This is Steph Brown. On your podcast you have given a few stories about how some events in your life growing up helped you on your journey to become an entrepreneur. I'm a mom of three young kids so far, and my question for you is how can my husband and I help to build a solid foundation for our kids so they would be ready to start their own businesses? What are some things your parents did well, what do you wish they would have done? What do you plan on doing with your own kids to help jump start their journey if they decide to become entrepreneurs? Thank you. Steve Larsen: Hey Steph Brown, fantastic question. Absolutely love the question. I have a four year old and a two year old right now and my wife is pregnant and expecting in June. I've had those same questions, the same kinds of things and it's made me very be introspective lately as I kind of look back and I think through oh my gosh, what are the three things that my wife and I should be doing? What are the things that my parents did? What are the things that I liked, what are the things I didn't like? Which is what each generation does building on the next. You know? You should look back and figure out what you liked that your parents did or didn't do and go build from it. Say I'm going to do this but not that. So, I totally get it. I'm not telling you how to parent but I totally get it though. In my mind that's how progress happens anyway. One of things my parents did is my dad grew up on a farm and he knew how to work and he wanted me to know how to work. So, he taught me how. I remember literally every single Saturday as a kid we would go do yard work. It pissed me off. I was so mad about it just week, after week, after week. People would be like, "Yay it's the weekend!" I'd be like, "Crap, I'm going to be picking weeds in the garden for six hours tomorrow." Which is not a joke. We would do that. We'd sit down and be like, "Oh my gosh." By the time I was eight years old I was mowing our lawn and I was mowing neighbors lawns and had my own little business. So, I was eight years old and I was going around. I think I was eight when I started doing it for other people, I was really young though. I learned how to ask people for money. I learned how to talk to people, 'cause it's not like they walked over with me to the neighbors and asked with me. It was like, okay, let me know what they say. I would walk over there by myself, scared out of my mind and I would go talk for myself, negotiate for myself as a very young kid. That was invaluable. I had no idea how much that would add to my life, later on down the line. As we continued to grow up though, we would do things like paper routes. My parents were not like ... We were far from poor. We were not wealthy though either. We had more than enough, we were middle class, very taken care of. It was awesome. My dad was an executive at IBM. He ran his own couple businesses for a while. He's a rockstar. He taught me how to learn. He taught me how to work. What I noticed they would do is they would set up these little scenarios for me to learn, these scenarios for me to own the projects. I think they understood, 'cause I'm the oldest of six kids, and they understood that my personality requires that I have ownership in stuff and it's been that way my whole life. So, when someone else would stand up and tell me what to do it took me a long time to be willing to understand that they're not trying to boss me around, sometimes they are my boss or sometimes they ... You know what I mean, so from a young age they understood quickly that I needed to have ownership in things. So, I'm excited to do that for my kids 'cause I've been thinking through what kind of cool projects I could give them where it's like, "Hey, children I want this outcome" and I give no instruction on how to get it done. Right? I love the book Seven Habits of Highly Effective People when he's talking about his kids taking care of their lawn and their grass was brown 'cause the kids were still learning how to do stuff. There was trash all over. It was disgusting. People were like, "Why don't you just do it on your own and make it look nice?" His response was, "Because I'm raising kids not growing grass." Right? This is not meant to be a parenting show or anything like that but I'm looking back though, identifying the things that it was. There was a summer where ... My dad worked from home actually. He had a home office. I grew up in Littleton, Colorado, which is a suburb of Denver. Skied like crazy growing up and very outdoorsy. I backpacked my face off all over the mountains. Anyway, really enjoyed it. Lots of fun. There was a summer though that my dad was like, "Hey, children" and I was the oldest so mostly he was talking at me. He said, "Stephen come on in." I went and I sat down in his office and a lot of times it was almost like an interview when I was sitting with him, and I sat down with him and he's like, "I want to make you the yard manager." I was like, "Okay, what does that mean?" I had been mowing lawns and doing the trimming and weeding and all that stuff for some time but he's like, "I want to make you the yard manager." What he did, and this was one of the best lessons I ever had in my entire childhood ever, okay? I can't wait to do it with my kids. It's one of the reasons we bought the house that we did so that there's a yard, so that there's projects that need to be done. I am not trying to hire a maid. I am not trying to hire a yard guy. I have two little yard people right now that are in training, my two little kids. A third one on the way. That's how I'm looking at it because I expect them to work. I don't care how much money I make, they will have no idea that ... Anyway, I'm very firm on that. I know people who are like, "Let's give you a better life than I had." Yeah, okay, but I'm trying to teach you how to fish. I'm not trying to give you fish. So, what my dad did though is he sat down and he goes, "I want to make you the yard manager." What he did was he's like, "Here you go Stephen, I'm going to give you a budget. Every single week I'll give you a certain amount of money and you will go hire out your siblings for specific tasks and at the end of the week send me an invoice and I'll pay you and then you take whatever was over on the top." Now, that might sound funny to you but it was one of the coolest things I ever did. He gave me no other instruction. Right? He gave me nothing else and I was like, "Well how much money?" He's like, "Well you come up with the amount. Let me know how much it is." I was like, "Crap." That was one of the things that he was very, very good at is whenever I had a question this was one of the best things he ever did with me, he always asked me what I thought before he ever told me what he thought. I would have to go come up with the answer on my own. Do a Google search or ask friends, talk to people. Try and figure out what's the answer that I think it is and then I would take it to him and check it with him. He did that for tons of stuff. Totally pissed me off for a lot of my childhood but was one of the best ways that I learned how to solve problems on my own or at least take a stab at them. Then I'd go check them with now, the market. You know? Or now, a guru or a mentor or a friend or something like that. You know what I mean? So, what I did though is my dad said, "Okay, go figure out the amount." So. What I did is I literally wrote a contract. I sat down with my siblings and I interviewed them and I hired them to like okay, I'm hiring you younger brother of mine to mow the lawn. They would be applying for the position because it paid $11 a week, something like that. Trimming was $6 a week and weeding around the garden, weeding around the sides of the house it depends where you were 'cause the weeds were different depending on what part of the yard you were in and how crappy of an experience it was. Fertilizing was twice a season and aerating was this amount and I foresee these expenses and I foresee this. I had to come up with a plan. I think I was like 14 when I did that, 15, something like that. I can't remember how old but I was in my middle teens and I had already been running kind of a side business doing this stuff for other neighbors. I had a paper route. I was extremely active. I was actively trying to make money as often as I could as a kid. I was that kid that was like, "What can we sell to the other kids on the street in the neighborhood so that we can make money?" They'd go buy cases of soda and we'd sneak onto a gold course and we'd go sell it for a little bit more. We would take backpacks, we'd put backpacks on, put our swimsuits on and we'd go dive, which is totally disgusting. We'd go dive into the ponds at the golf course and get all the golf balls off the bottom. We'd clean them up and go sell them back to golfers. That's the kind of kid I was. I was always trying to sell stuff. I never realized that business was the thing that I was doing. I always thought entrepreneurship was like this nasty thing where you try and make as much money as you want. You know what I mean? I was totally wrong. It was totally false belief. I don't really know where I picked that up but I had to break that eventually. But anyway, so that's what I did though. So, my siblings would go out and I ran it like a business. That's what my dad was trying to get me to do. He's like, "Look, it's your thing. How do you want to run it?" He's like, "It's not on me anymore." He transferred all the ownership to me and he said, "Do it how you want to but here's the outcome I want. I want the grass looking good." That was it. So, I had to learn how to do sprinkler monitoring, you know, the systems. I had to learn how to do all this stuff and hire people out and at the end of the week my siblings were going be like, "Okay. Pay up." I'd be like, "Crap. I don't have the money." So, I'd go ask my dad and be like, "Dad can I get the money?" He'd be like, "Yeah, just write up an invoice." I didn't know what an invoice freaking was. He didn't tell me. He's like go look it up. So, I went and I looked it up and I made up what I thought was an invoice and I sent it over to him and he was like, "Okay sounds good." Before we even started with this I would send over an estimation of what I thought the weekly cost would be and be like, "Okay, think you could pull it off for that amount?" If an employee of mine, a sibling of mine, if an employee of mine didn't do their task that week I had to pick up the slack. I had to go do the job and I wouldn't pay them, I'd keep the portion for my own. So, I'd keep a management fee for myself to keep it all going and then my siblings would do all this other work on the side. Interesting experience. I mean, absolutely amazing. I totally took to it. I had full ownership over it. I took full ownership of it and I loved it. It was a great experience and it taught me management. It taught me delegation. It taught me that no job was below me. You know what I mean? I learned how to work my face off through that thing alone, and later on I was like hand digging trenches for sprinkler lines and putting up ... Like, I later on was insulating on my own and dry walling, patching and painting our whole garage on my own. You know what I mean? It taught me how to learn and work and solve the problem directly in front of me so that I didn't lean on another person to get it done. "That sounds hard". It's like, "No, what would you do first? What would be the first step?" "Well I'd probably do this. Then I'd do this, then I'd do that." Then I'd go check it, the whole system I was thinking of with another person but I didn't wait to start. It wasn't contingent on somebody else. It's totally this problem solving mentality that my parents instilled in me and that's kind of what I'm doing also. It might be weird to do it for a four and two year old but sometimes my little kid, like yesterday I can't remember what she asked me but she asked me something, I said, "I don't know, what do you think?" Obviously I had an opinion but that's not why I did it. That super helped me like crazy. Yeah, that yard manager thing was killer. That was absolutely amazing and obviously if you don't have a yard or whatever, or you have yard people, you can fire them or I'm sure there's other ways you can instill that or do that. That was amazing and that experience taught me a ton. I had side businesses my entire childhood growing up. For me to say, "This is the first time I've ever launched a business on my own" that's not true at all. I'm 29, I've been doing this for probably 21 years now. Have they all been very successful? No. Most of them haven't but I know what doesn't work and I know more of what does, and I know how to launch stuff. I know how to put plans together and I know how to manage and orchestrate people and put them all together and things like that. That's really what that taught me how to do, was how to orchestrate. How to delegate. How to not be the only person. My dad just, hey, here's the outcome I want and here's maybe a few pointers but after, I'd go try and find out the answer on my own. You know what I mean? That was ridiculously valuable. The other thing they did with me is they always fed me, clothed me, paid for school field trips, all that kind of stuff but any entertainment on my own, I mean, I paid for my own car insurance as soon as I started driving. My own gas, any movies I wanted to go to. You know, we'd get clothes at the beginning of each semester or before school would start again but after that though if I wanted anything extra I was really on my own. I'd go figure out how to do it. That was awesome. That was awesome to do it that way, because I got out of the mentality at a very early age, "Oh, I can't afford that" and I started getting into the mentality at a very early age, "Man I really want that cool cork gun" I remember thinking that and I totally saved up and I got one and I figured out how to get creative. I sold all sorts of crap to make money in order to go get toys. I did that a lot, tons growing up. Tons of times. Anyway. It taught me how to problem solve like crazy and keep me in good stress. Anyway. I am a huge advocate of good stress. Obviously there's distress and if i can tell that my little ones are entering a state of distress it's time to cut it out and time to intervene for me. I'm not telling anyone how to parent, please know I'm not a parenting expert, but that's when I would intervene though. That's when I do intervene, when I can tell they're entering a state of distress where the stress is no longer a growing and enabling style stress. You know? Like going to the gym. It's a bad kind of stress. It's the stress that's destructive. It's going to kill confidence. I don't want to kill confidence. I want them to have confidence to be problem solvers on their own, that they'll be self sufficient adults and they know how to do things on their own. I think particularly my mom wishes that I wasn't such an individual so that we would chat more and maybe ask more questions to her and stuff like that but they raised me to be a very self sustaining individual and to solve my own problems. It's not that they won't help, it's not that I can't chat, it's not that ... But it is primarily squarely, all of life, everything that I am, everything that I'm doing, everything that I'm being is on my shoulders and that was instilled in me at a very young age. I appreciate that. There were times where it sucked and there were times were it was not ... Oh man, but I carried that. While I wasn't very book smart in school at first I did learn how to learn and ended up getting almost straight A's throughout the remainder of college afterward because of the confidence they helped instill inside of me. Does that make sense? Anyway. It's interesting, as I'll hire people out or VA's or whatever, it's not that I can sit back and be like, "Oh, that's the kind of childhood you had" but I can sit back and go like, "Wow, you have very little confidence in your abilities." Sometimes I'm a little bit withdrawn on what I am able to do also for fear of looking like I'm being giddy, and I hate that in the internet marketing world. It drives me crazy. I'm not about to go take pictures of me laying across cars and crap. It's just not my personality. I would rather ... Anyway. It's funny 'cause I can tell though, there was a time when I was trying to hire ... You guys will meet her here soon 'cause I want to interview her, she's a rockstar of an ads driver, Facebook ads driver. I don't want to learn how to do Facebook ads. It's not a peak I'm going for. So, what I've been doing is finding these rockstar people and I went, and I've talked about this before, but just to recap I went and I created this cool contest and whoever was able to drive the most converting traffic to one of my pages, that's who I hired to be my Facebook ads person forever. Just because it was a competition, one person backed out. I was like, "Cool." So, then there was only two left. This is after I vetted out a huge list of lots of people. Then I went and I talked to the remaining two and I was like, "Okay, person A and person B this is the competition. Okay, I'm going to give you guys each $500. Whoever can drive the most converting traffic, you now have a job." I put a little pressure and there's nothing wrong with that, and it was awesome. Viva la Capitalism okay? That's what I'm all about. They were both pumped that it was a competition but the second I could tell was not going to be self sustaining. The kinds of questions that were coming from person B were questions that I didn't know the answer to, I don't know Facebook ads. I'm like wait a second, "You tell me what's best. I'm hiring you." It's the same thing that my dad would do with me. That's exactly what I said. It was interesting. I was like, "Huh, I can tell this person's going to be more of a liability on my time." I was like, "I don't know. You go do it. That's your job. That's why I'm hiring you." It's not on my shoulders, it's on yours. I'm paying you to figure that out. "Well what about this, this, this, this, this?" I was like, "I have no idea what even half of you just said 'cause I'm not trying to learn Facebook ads. I'm trying to be the best at funnel building, what you do with a customer afterwards. Offer creation. That's what I'm trying to be the best in the world at." You know? So, I got rid of person B because person A was just executing. Person B was asking a billion followup questions before they even got started. I was like, "Ugh." But anyway, that's part of it. So, anyways. This has been a long episode. I hope that's okay. They've all kind of been a little bit long lately. It's funny though how much ... It ticked me off like crazy that a lot of times it wouldn't be like, "Well here's the answer" and sometimes it would be. But a lot of times it was, "What do you think Stephen?" I'd be like, "Just tell me the answer! I don't want to go think! Don't do that. Don't make me think." But it taught me how to problem solve at a very young age, how to take responsibility. Anyway. So, you asked the question what I wished they would have done, which is a great question. While all those other things were awesome, I have incredible immense respect for my parents. I have absolutely zero bad feelings about the way I was raised. I'm completely thankful for both the good and the bad, the hard and the good. Everything that happened, both amazing and rough, for the way I was raised and I feel like that's powerful for each adult to eventually come to terms with. If you're okay with that. Man, this is like deep crap. This is not like a normal funnel episode. I am excited to make this change though. I had a very, and this is probably going to shock a lot of people, I was extremely shy as a kid. I'm not just saying that. Out of the 600 people in my senior graduating high school class, 600 people, I was rated and voted as the nicest kid. You know when they're giving like the most likely to do this, the most likely to do that, I was voted the nicest kid award out of 600 people. Nicest kid. It shocked the crap out of me, because in my head I was not that way. I was a little rage machine I just didn't know how to deal with it. But I had a huge fear of other people, I had a massive fear of adults. I was very shy. I'm excited to help instill greater confidence in my children. You'll notice that I love Setema Gali, I think that is his last name. He says something all the time, he's like, "Confidence is for kids." As an adult, especially as an attractive character you have to mean and exude absolute certainty, absolute certainty the evolved version of confidence. Okay? Again, no regrets. Nothing else. But I am looking forward to helping my kids have more confidence and help them be able to make ... I'm trying to figure out how to say that. But yeah, I think that'd be it. I just don't want my kids to be shy, and if they are that's fine. I'm not trying to change them or whatever, you know, but that would have been very nice. I had a fear of speaking, which is funny 'cause that's what I do all the time now. Stage, podcast, all over the place. But I had a huge fear of speaking and so eventually I had to face that fear on my own and I started doing things like door-to-door sales, musicals, stage presentations, things like that in high school at a very young age so I could get around that 'cause I started learning that about myself. But anyway. That's it. Long episode answering that question. Thank you very much Steph Brown for that. Shout out to you and thanks for ... If anyone else wants to get a question on here I do love hearing what it is that you guys have questions on and they often bring up kind of cool topics kind of like this one. Anyway. If you wanted to go to SalesFunnelRadio.com and there's a green button down on the bottom right and if you click that button you can record a voicemail to me straight off your browser. It won't take you anywhere else or anything and it automatically emails that over to me, the voice file and everything so I can toss it right in the episode. Obviously I kind of vet through them. Start with the phrase, "Hey Steve" and then ask your question in 30 seconds or less and that's how we do it. Alright guys. Hope you guys are doing great. That was some serious massive introspection. It was kind of a long one, I apologize. But great question though. There was a lot in my childhood that had to do with what I'm doing now and thanks for bringing that up and making me realize all that. That was helpful. Thanks Steph. Guys, thanks everyone else for listening. Go crush your 2018. I had a special episode coming out next, which I'm very, very pumped about. The next few are going to be really awesome. Alright 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.

The two most important things your can do between now and the end of the year to double your business for next year. On today’s episode talks about his upcoming meeting with his partners to plan next year, and goes on to explain why he’s simplifying his value ladder and his life. Here are some awesome things you will hear in this episode: Why it’s important to have a planning meeting with your partners to decide what you want to achieve for the next year. What kind of things Russell is doing to simplify his value ladder and why he’s doing it. And why Russell is turning off two programs that each do well over a million dollars each year. So listen here to find out how you too can simplify your value ladder. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Hey everyone, so I’m out walking, I just took the garbage out. If you look out here it is getting close to Christmas time, Thanksgiving is over. For those who are watching the video, these are the lights we have wrapped around our house, lighting up for the Christmas holiday, which is kind of fun. So I’m just going to walk around here so you guys can see my face and get enough light to connect on camera. For those who are listening in, I hope you had an amazing holiday, Thanksgiving, getting ready for the end of the year. The end of the year is always a fun time for us marketers and entrepreneurs because it’s focusing and planning for the beginning of next year, which is coming soon. So it’s kind of fun, we got not this week but next week, Todd and Ryan and everyone’s flying here to Boise and we’re going to be doing a big partner meeting and planning out the rest of this year, world domination for next year and set our big HAG’s, our big hairy audacious goals, figure out what we’re going to do and reverse engineer that to make it possible. It was kind of fun, I was watching a podcast I did last year that basically said, “These are our goals, here are the five Hail Mary passes we’re going to do to try to hit those goals.” If you haven’t listened to that podcast, rewind to about a year ago and listen to it. That’s what’s going to be the goal of this meeting. We’re going to set our big goal, what we’re trying do and then I’m not going to just have one execution plan, but here’s four or five things we’re going to do to hit that goal, if one or two of them hit, then we’ll hit these crazy big goals. That’s what we’re going to be doing, not this week, but next week. So I’m sure I’ll be doing podcasts from there talking about it. But I’m excited for that. If you haven’t done that yet, make sure this year before the end of the year that you spend some time and block it out with your team and do that. Figure out again, what’s the big goal, and reverse engineer what you gotta do to make that happen. And then from there figure out 3 or 4 different Hail Mary passes that you gotta throw to get your big goal. So that’s kind of what we’re going to be doing, I’m excited for it and it’s going to be fun. So what I wanted to share with you guys tonight really quick before I head back in, because it’s a really beautiful night. It’s not too cold, it’s just kind of nice for a little walk around the yard. So what I’ve been working on, on my side, and I talked about this a little bit after inner circle meetings, one of the big aha’s. It’s kind of funny how we go through these cycles, we know things and then we forget them and re-realize them. But the Dotcom Secrets book we talk a lot about the value ladder, right. And it’s funny because ever since we launched Expert Secrets we haven’t talked as much about that. Because Expert Secrets is all about figuring out the first part, the what and how. What are you selling and how are you selling it. So it’s like figuring out how to create your offer and how to position yourself, create your mass movement, figure out what you believe and what you don’t believe, what’s your future based cause, who are your people, all those kind of things. And then you create a message, presentation to get people to follow you to sell your products and that process takes a little while. You gotta re-do your presentation four, five, or six times until you get it perfect, and then you’re driving traffic and you keep doing that. And eventually if you do it enough times, follow the process, do a webinar live every single week for a while, keep tweaking and changing based on what we talked about in the book, eventually you hit it and you know you hit it because you go from $0 to a million dollars fast. That is when you’ve figured out the what and the how. What it is you’re actually selling, and how you sell it. So eventually you get that figured out. Now the next phase is really shifting back to the Dotcom Secrets stuff. Now you got customers coming in, and this is where entrepreneurs start freaking out because then they start talking about the value ladder. I need upsells and downsells and backends and frontends, and they start going crazy. And what I want to talk about is the big aha I had from the inner circle meetings. I’m watching the people that are crushing it and the ones who are struggling, and the consistency amongst the people in the inner circle that are killing it is that most of them came in and had one thing figured out, and they got that working. That’s about the time they joined the inner circle, right. Because people need to be making about a million bucks a year to be in there. So it’s kind of the fit, right. So they came in the group then, and then they’re trying to figure out what’s the next, how does it all work? And really what’s interesting, the people who are growing the fastest, what they’re doing is they’re very systematically building out the backend of the value ladder. And most value ladders are simple, in fact, traditionally most people making money, they focus on the middle first. The webinar or something like that in the middle. They build out the backend, whatever that thing is, and then that’s done. You have the middle and the backend and it stops. You don’t keep creating any more backend stuff. That’s the end of it. And then what your business is moving forward is creating new front end offers that bring people into the middle of the value ladder, which is essentially the backend. And I started looking, it was interesting, I lost my way, I’d forgotten these lessons. It’s funny, I kind of created them in the Dotcom Secrets book and I forgot some of them. It’s been a little while since I revisited those thoughts. And what I realized is that my value ladder came and kind of split up and broke off and there’s all these different things that people could do. And it was, we’re monetizing a bunch of them, but there’s confusion. So it’s interesting, there’s actually two programs that we have, both that do well over a million bucks over a year that I am turning off. Not because they’re not awesome, they are. Not because they’re not making money, they are. It’s because they don’t, they’re deviants, they deviate off the value ladder. My value ladder’s very, very simple moving forward. So the rest of this year, I’m trying to get these few things in place to execute on that. But it’s very simple. What it is, we have a webinar where I sell Clickfunnels, Funnel Building Secrets, which is the new Funnel Hacks, Funnel Scripts and Traffic Secrets. Those four products, bundled together, own six full months of Clickfunnels for $2,000. That’s what I sell, that’s the thing. I did a webinar a couple of weeks ago, it did really well. That’s what I sell, that’s the middle of the value ladder, $2,000 thing. On the backend of that we have our Two Comma Club Coaching, which will be releasing here probably at the live event. And that will be where we take everyone to and that’s the value ladder, that’s the backend. Inner Circle is full, so we’re not taking any more people in there. So we’re going $2,000 for Clickfunnels and then whatever the pricing is on the Two Comma Club coaching that’s coming up and that’s it. And that won’t deviate, that won’t change. That’ll be the same for forever. And all I will be doing, from this point forward for hopefully the rest of my life, the rest of my business career is just creating cool frontends. So I’ll have the Dotcom Secrets book, which is a frontend, then the Expert Secrets book, which is a frontend, eventually we’ll have Traffic Secrets, the Marketing Secrets and other ones. Perfect webinar, all these other things. I’ll just be having fun and creating frontends, but the only point of frontend is to get people to ascend up to the $2,000 and from the $2,000 to the Two Comma Club coaching. And that’s it, that’s my business. And I get to figure out cool and new ways to sell frontends and that’s all I’m doing, selling frontends. That’s it. So it’s very simple. So all of your creative juices in entrepreneurship is on figuring out the next event, the next backend and all that kind of stuff, it should be simple. It should just be, what’s a cool frontend we can drive more people into. And that’s kind of the game, so I’m excited. You’ll see some of the tweaks I’m making now with this severe hyper focus on the value ladder. Somebody buys the Expert Secrets book, if I know that this is my severe hyper focus thing, what’s the process I’m taking them? They buy the book, they go through the upsell, downsell process, the thank you page I’ll have a live presentation right there of me pitching the $2,000 thing. Right there and after they finish that it’s like, “Hey, do you want to apply for coaching? Come here.” And it’s just, that’s the process, very simple, very easy. We’ll just replicate it over and over again. So anyway, I’m simplifying my business, simplifying my life. Hopefully those of you listening to this will simplify earlier, not later. Because sometimes we get all excited and then next thing we know there’s a billion things happening and….simplify now. Anyway, that’s all I got for you. I’m heading in right now; get to bed because we got a crazy week starting tomorrow, which I’m excited for. Hopefully this gives you guys a couple of things. Number one, hopefully it gives you guys some thoughts on doing your team core planning meeting with you and your partners. If it’s just and your employees or whatever it is, if it’s just you and your spouse, or just you. Sit down and plan next year’s goals, figure out, reverse engineer what you need to do to actually execute on that and hit them and then figure out what the 3 or 4 Hail Mary passes are you’re going to need to throw to be able to get the big goals. And number two is really map out your value ladder, try to simplify it as much as you can. That’s what I’m doing. You guys will see it, coming January first, a bunch of new, fun, clean, simplified things will be coming out of team Clickfunnels here. So I’m excited for it. That’s all I got. If you haven’t got your tickets for funnel hacking live yet, they’re getting close to being sold out. We sold a ton of them over this last weekend. So if you don’t have your tickets yet, now is the time, go to funnelhackinglive.com. That’s about it. With that said, appreciate you all, thanks for listening, thanks for subscribing and we’ll talk to you all again soon. Bye everybody.

The two most important things your can do between now and the end of the year to double your business for next year. On today’s episode talks about his upcoming meeting with his partners to plan next year, and goes on to explain why he’s simplifying his value ladder and his life. Here are some awesome things you will hear in this episode: Why it’s important to have a planning meeting with your partners to decide what you want to achieve for the next year. What kind of things Russell is doing to simplify his value ladder and why he’s doing it. And why Russell is turning off two programs that each do well over a million dollars each year. So listen here to find out how you too can simplify your value ladder. ---Transcript--- What’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. Hey everyone, so I’m out walking, I just took the garbage out. If you look out here it is getting close to Christmas time, Thanksgiving is over. For those who are watching the video, these are the lights we have wrapped around our house, lighting up for the Christmas holiday, which is kind of fun. So I’m just going to walk around here so you guys can see my face and get enough light to connect on camera. For those who are listening in, I hope you had an amazing holiday, Thanksgiving, getting ready for the end of the year. The end of the year is always a fun time for us marketers and entrepreneurs because it’s focusing and planning for the beginning of next year, which is coming soon. So it’s kind of fun, we got not this week but next week, Todd and Ryan and everyone’s flying here to Boise and we’re going to be doing a big partner meeting and planning out the rest of this year, world domination for next year and set our big HAG’s, our big hairy audacious goals, figure out what we’re going to do and reverse engineer that to make it possible. It was kind of fun, I was watching a podcast I did last year that basically said, “These are our goals, here are the five Hail Mary passes we’re going to do to try to hit those goals.” If you haven’t listened to that podcast, rewind to about a year ago and listen to it. That’s what’s going to be the goal of this meeting. We’re going to set our big goal, what we’re trying do and then I’m not going to just have one execution plan, but here’s four or five things we’re going to do to hit that goal, if one or two of them hit, then we’ll hit these crazy big goals. That’s what we’re going to be doing, not this week, but next week. So I’m sure I’ll be doing podcasts from there talking about it. But I’m excited for that. If you haven’t done that yet, make sure this year before the end of the year that you spend some time and block it out with your team and do that. Figure out again, what’s the big goal, and reverse engineer what you gotta do to make that happen. And then from there figure out 3 or 4 different Hail Mary passes that you gotta throw to get your big goal. So that’s kind of what we’re going to be doing, I’m excited for it and it’s going to be fun. So what I wanted to share with you guys tonight really quick before I head back in, because it’s a really beautiful night. It’s not too cold, it’s just kind of nice for a little walk around the yard. So what I’ve been working on, on my side, and I talked about this a little bit after inner circle meetings, one of the big aha’s. It’s kind of funny how we go through these cycles, we know things and then we forget them and re-realize them. But the Dotcom Secrets book we talk a lot about the value ladder, right. And it’s funny because ever since we launched Expert Secrets we haven’t talked as much about that. Because Expert Secrets is all about figuring out the first part, the what and how. What are you selling and how are you selling it. So it’s like figuring out how to create your offer and how to position yourself, create your mass movement, figure out what you believe and what you don’t believe, what’s your future based cause, who are your people, all those kind of things. And then you create a message, presentation to get people to follow you to sell your products and that process takes a little while. You gotta re-do your presentation four, five, or six times until you get it perfect, and then you’re driving traffic and you keep doing that. And eventually if you do it enough times, follow the process, do a webinar live every single week for a while, keep tweaking and changing based on what we talked about in the book, eventually you hit it and you know you hit it because you go from $0 to a million dollars fast. That is when you’ve figured out the what and the how. What it is you’re actually selling, and how you sell it. So eventually you get that figured out. Now the next phase is really shifting back to the Dotcom Secrets stuff. Now you got customers coming in, and this is where entrepreneurs start freaking out because then they start talking about the value ladder. I need upsells and downsells and backends and frontends, and they start going crazy. And what I want to talk about is the big aha I had from the inner circle meetings. I’m watching the people that are crushing it and the ones who are struggling, and the consistency amongst the people in the inner circle that are killing it is that most of them came in and had one thing figured out, and they got that working. That’s about the time they joined the inner circle, right. Because people need to be making about a million bucks a year to be in there. So it’s kind of the fit, right. So they came in the group then, and then they’re trying to figure out what’s the next, how does it all work? And really what’s interesting, the people who are growing the fastest, what they’re doing is they’re very systematically building out the backend of the value ladder. And most value ladders are simple, in fact, traditionally most people making money, they focus on the middle first. The webinar or something like that in the middle. They build out the backend, whatever that thing is, and then that’s done. You have the middle and the backend and it stops. You don’t keep creating any more backend stuff. That’s the end of it. And then what your business is moving forward is creating new front end offers that bring people into the middle of the value ladder, which is essentially the backend. And I started looking, it was interesting, I lost my way, I’d forgotten these lessons. It’s funny, I kind of created them in the Dotcom Secrets book and I forgot some of them. It’s been a little while since I revisited those thoughts. And what I realized is that my value ladder came and kind of split up and broke off and there’s all these different things that people could do. And it was, we’re monetizing a bunch of them, but there’s confusion. So it’s interesting, there’s actually two programs that we have, both that do well over a million bucks over a year that I am turning off. Not because they’re not awesome, they are. Not because they’re not making money, they are. It’s because they don’t, they’re deviants, they deviate off the value ladder. My value ladder’s very, very simple moving forward. So the rest of this year, I’m trying to get these few things in place to execute on that. But it’s very simple. What it is, we have a webinar where I sell Clickfunnels, Funnel Building Secrets, which is the new Funnel Hacks, Funnel Scripts and Traffic Secrets. Those four products, bundled together, own six full months of Clickfunnels for $2,000. That’s what I sell, that’s the thing. I did a webinar a couple of weeks ago, it did really well. That’s what I sell, that’s the middle of the value ladder, $2,000 thing. On the backend of that we have our Two Comma Club Coaching, which will be releasing here probably at the live event. And that will be where we take everyone to and that’s the value ladder, that’s the backend. Inner Circle is full, so we’re not taking any more people in there. So we’re going $2,000 for Clickfunnels and then whatever the pricing is on the Two Comma Club coaching that’s coming up and that’s it. And that won’t deviate, that won’t change. That’ll be the same for forever. And all I will be doing, from this point forward for hopefully the rest of my life, the rest of my business career is just creating cool frontends. So I’ll have the Dotcom Secrets book, which is a frontend, then the Expert Secrets book, which is a frontend, eventually we’ll have Traffic Secrets, the Marketing Secrets and other ones. Perfect webinar, all these other things. I’ll just be having fun and creating frontends, but the only point of frontend is to get people to ascend up to the $2,000 and from the $2,000 to the Two Comma Club coaching. And that’s it, that’s my business. And I get to figure out cool and new ways to sell frontends and that’s all I’m doing, selling frontends. That’s it. So it’s very simple. So all of your creative juices in entrepreneurship is on figuring out the next event, the next backend and all that kind of stuff, it should be simple. It should just be, what’s a cool frontend we can drive more people into. And that’s kind of the game, so I’m excited. You’ll see some of the tweaks I’m making now with this severe hyper focus on the value ladder. Somebody buys the Expert Secrets book, if I know that this is my severe hyper focus thing, what’s the process I’m taking them? They buy the book, they go through the upsell, downsell process, the thank you page I’ll have a live presentation right there of me pitching the $2,000 thing. Right there and after they finish that it’s like, “Hey, do you want to apply for coaching? Come here.” And it’s just, that’s the process, very simple, very easy. We’ll just replicate it over and over again. So anyway, I’m simplifying my business, simplifying my life. Hopefully those of you listening to this will simplify earlier, not later. Because sometimes we get all excited and then next thing we know there’s a billion things happening and….simplify now. Anyway, that’s all I got for you. I’m heading in right now; get to bed because we got a crazy week starting tomorrow, which I’m excited for. Hopefully this gives you guys a couple of things. Number one, hopefully it gives you guys some thoughts on doing your team core planning meeting with you and your partners. If it’s just and your employees or whatever it is, if it’s just you and your spouse, or just you. Sit down and plan next year’s goals, figure out, reverse engineer what you need to do to actually execute on that and hit them and then figure out what the 3 or 4 Hail Mary passes are you’re going to need to throw to be able to get the big goals. And number two is really map out your value ladder, try to simplify it as much as you can. That’s what I’m doing. You guys will see it, coming January first, a bunch of new, fun, clean, simplified things will be coming out of team Clickfunnels here. So I’m excited for it. That’s all I got. If you haven’t got your tickets for funnel hacking live yet, they’re getting close to being sold out. We sold a ton of them over this last weekend. So if you don’t have your tickets yet, now is the time, go to funnelhackinglive.com. That’s about it. With that said, appreciate you all, thanks for listening, thanks for subscribing and we’ll talk to you all again soon. Bye everybody.

A really cool lesson I learned from my new coach and how it applies to your funnel. On today’s episode Russell talks about how his new coach has helped him figure out his someday goal and the steps he should be taking to achieve it. Here are some interesting things you’ll hear in this episode: Why Russell needed to figure out a new someday goal, and how to take steps to achieve it. Why achieving everyday goals with his someday goal in mind will help him get there. And how having an end in mind will help you reverse engineer your funnels to meet your end goal. So listen here to learn the steps to achieving your someday goals. ---Transcript--- Hey what’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets. Hey everyone, hope you guys are all having an amazing day. I’m home from 2 days of inner circle mastermind meetings, which have been insanely cool. All the groups are so amazing, but this one was emotional. I think everybody in the group cried at least once or twice or something. It was crazy. So amazing. It’s an honor to be part of it and hang out with awesome entrepreneurs like that who are literally changing the world in so many different markets and industries. I wish I could just tell you guys all the stories from everyone. But it was amazing and we got the last group, group 4 coming the next two days. So it’s been fun, stressful, exciting all wrapped up into one amazing thing. Also it’s been fun, I mentioned a little while ago how I hired a new coach, and it’s been really, really good. He’s one of the main guys over at The One Thing, his name is Jeff. It’s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn’t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, “you gotta read them.” So I read them both and I was just like, “They want me to focus on one thing. I hate that idea.” So I kind of didn’t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it’s really, really cool. What’s interesting is, since he started coaching me, I’ve had this big epiphany, big aha, big realization inside, and then as I’ve been coaching the inner circle the last two days, I’m watching the people who are leveling up really, really quickly and there’s a consistent theme behind all the people who are growing fast versus who…..everyone’s growing, but the ones who are really quick. It’s interesting thing, it’s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective people, which I read back in high school. It was start with the end in mind. It’s been interesting, as I’ve been going through the coaching stuff. Man the first, it feels like it’s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it’s not like 5 years from now, or 10 years, like in the future, where is it you really want to go? It’s been interesting as I’ve kind of done this exercise, I can walk you guys through what it is, but it’s morphed, 3 or 4 times to radically different things and I one of the big aha’s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I’ve been wandering without really a focus or a goal other than just more, which is interesting. So he’s had me keep focusing, what’s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here’s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you’re trying to figure out for yourself. Then he came back and said, “Okay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?” So I was like, “Okay well, to have that I need to have this in place, these things need to be in place in the next 5 years.” And he came back and said, “Okay, what do you need within a year to be able to hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your yearend goal? Or your month goal?” So as you do this it’s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and I got to the things I needed to do. I looked at my to-do list and none of the things on my to-do list actually got me any closer to my someday goal. All the sudden I realized that I’m doing all these to-do’s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I’m really wanting. I was like, well what’s the one thing I need to do today that’s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing. And after this exercise he wanted me to come back and refine it and change things. So I kept getting….my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don’t know if I have it completely figured out. But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it’s easy to reverse engineer the funnels and make that happen. People who are struggling, they’re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It’s a little intricacy, but it’s interesting. I’ve had this really cool experience over the last two days, to kind of reflect I’m listening to all my entrepreneurs talk and teach and share what they’re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?  What is the actual end goal? As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that’s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he’s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I’m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind. So I think most of us, including me. I’m guilty of this as well, that’s been my big thing for the last 2 days, what’s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn’t completely clearly defined. It’s morphed and changed so much and I’m really coming back now and figuring that out. Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, “If I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don’t and it gets really mushy really quick.” He realized he had to clearly define the value ladder. We’re going from here to here to here. So now he’s beginning with the end in mind. And what he said was interesting. It’s was funny because it’s something that I, a recurring thought I’ve had in my mind as well. Okay, I can’t keep creating new stuff that just spurts off my value ladder and shifts people all over the place. If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that’s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I’ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it’s exciting. I’m working on something so cool, I wish I could show you guys. You will see it soon. I’m probably about thirty days away from rolling it out. It’s not a big product launch or anything, it’s a subtle, but I’m calling it an ascension funnel that is almost like a video game to send people through our value ladder. And to be able to accomplish, or get people to the end in mind, get them to that spot. So I’m crafting, we’ve got the design of it done and we’ve got the pieces and I’m figuring out the path. So you will see, you’ll probably start getting emails and you’ll, you may not be aware of it, so please watch. Watch what I’m doing. If you see an email and you click on it and there’s a cartoon thing, then you know that it’s being executed. I’m going to be sharing it at Funnel Hacking Live though, probably. As long as it works good, which I’m pretty sure it will. Nobody talks about ascension funnels because no one’s really executed one that I’ve seen successfully for almost 5 1/2 , 6 years. And the one I saw was just because I had intimate behind the scenes access to the person’s business who was doing it. Anyway, I’m going to be mastering it, perfecting it and then we’ll be showing it at Funnel Hacking Live. So if you haven’t got your tickets yet, go to funnelhackinglive.com. The event sales page will be going live next week, but by the time you hear this, it’ll probably be live or close to live. We’ve already pre-sold 1200 tickets, so we don’t have a ton left, so if you want to come to the event…and I know you do. I would go to funnelhackinglive.com ASAP and get your tickets. So that’s the game plan. The last thing I wanted to kind of say is, again so many of us start our business like, here’s a product and we start building funnels based on that product. There’s nothing wrong with that. That’s how most people do it. It’s how I’ve done it a lot of times. Because of that, I think we get lost in the weeds of where we’re trying to go and often times we never get there because we don’t know where we’re going. And again, as I’ve been working with my coach on this, which has been really fun. It’s been cool because I’m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels. It’s just begin with the end in mind. What’s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it’s exciting. I love it. I love this game. I love my entrepreneurs. I love the inner circle. I love all of you guys. I love Clickfunnels. I’m having the time of my life. And hopefully, also I’m helping. I’m doing my best. It’s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, “I just don’t like Russell. I can’t connect with him. I don’t like his energy. I don’t like…” Whatever. It just kills me. It’s tough because I’m always trying to give and serve and do whatever I can and I hate when I don’t connect with everybody. But that’s okay as well. Hopefully my message gets to you and you’re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that’s one of my goals. Hopefully I connect with you and if I do, that’s the key. Take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone is always going to like me. And that’s the same for you. Not everyone’s going to like you. But the people who do, they’ll hear your voice and they’ll come to you and you’ll be able to help them and serve them and it’ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that’s all I got tonight you guys. Appreciate you all, I’m going to go to bed and get ready for inner circle tomorrow and that’s about it. See you guys soon. Bye.

On this episode Russell goes over the third step in the new Clickfunnels onboarding process, which is creating an offer. Here are the amazing things you will hear in today’s episode: Why creating an offer is one of the most important, yet least understood parts of the process. What the difference between having a product and having an offer is. And how to create an offer that is sexy and attractive to a customer. So listen here to find out why creating an offer is so important. ---Transcript--- What’s up everybody, this is Russell again. Welcome to the third of our onboarding videos here in the funnel hacking series. This one is obviously in the Marketing Secrets podcast so this, if you’ve been watching the last two days these are clips from the new Clickfunnels onboarding process to help you understand the core concepts of how to get your business, idea, product, service off the ground inside of Clickfunnels. If you missed 1 and 2 go back, these are part of a sequence, there’s a series of four. The titles inside of Marketing Secrets will be the Funnel Hacker Onboarding 1, 2, 3, and 4. So go and watch 1 and 2 first and come back here for number 3. Number 3 we’re talking about creating an offer. Alright, so this is probably one of the most important, yet least understood parts of this whole game, it’s how you actually create an offer. It’s one of those things that I think I have done so often over the last few years, I forget what goes into it. It’s been interesting as we’ve launched Two Comma Club Coaching, Steven’s been working with all these people going through it and one of the biggest questions people have, and I don’t think people say it like, “I don’t know how to create an offer.” But they’re struggling, their offers are really bad. So they’re stuck at that point, so we’re like how do we fix the offers. And we’ve been going back and forth brainstorming how you explain this. This video you’re going to watch is part of the new Clickfunnels onboarding process, it’s all about how to create an offer the right way. And hopefully this gets the wheels in your head spinning. More so you understand what an offer actually is. If you understand, and some of you think you know what an offer is but you’re still not doing it. If you understand it I think it’ll help. So let’s watch that video right now, it’ll help you guys actually craft your offer the right way. Alright, welcome back. This is a concept that is one of the least understood, yet one of the most important. I’m hoping that I can do this justice so you understand. This is a concept that we call creating an offer. What is an offer? An offer is, if you were asking somebody for their money or their email address or their phone number or their attention, you’re trading it with them. It’s all about trading something for attention, money whatever. And it comes down to an offer and why a lot of people struggle in this business is that they don’t understand the concept of making offers. Now, what I learned when I got started over a decade ago was that you have to create a lot of offers to find out what people actually like. What is an offer? An offer is not a product. I see a lot of people who move from selling things on Amazon and they come over to CLickfunnels and they’re used to on Amazon selling a product. The problem with selling a product is that typically if you’re a product, you’re a commodity. When you’re a commodity what happens is that everybody races down to the bottom. For example, when I had my supplement company, I was selling my supplements as an offer and there were people selling the exact same supplement as me on Amazon and we were selling ours for $67 a bottle, and they were selling theirs for $19.95 a bottle. I was making way more money than them because I had created an offer. So an offer is taking things and combining them together. If I’m just selling a supplement bottle, it’s only worth whatever that thing is. And then people are going to price shop and figure out what’s the cheapest and they’re going to go for it. If I sell, if someone’s selling a supplement bottle and I’m selling the same supplement, but instead of just the supplement mine comes with a weight loss guide, food calorie tracker or whatever, these are things I can bundle together into an offer and now this worth way more than the other thing over here. If you look at companies like Groupon and Living Social, I’m not a big fan of people running their businesses into those things, but if you look at them, they’ve become really good at creating offers for local businesses. A lot of local businesses I saw prior to Groupon would run ads that were just like, “Hey we’ve been in business for 49 years, we’re family loved and locally owned.” That was what they were selling on their pages, but that’s not an offer. An offer is like, “Hey, if you come to us we will give you this thing.” Now most of Groupon and Living Social offers, they are big discounts. Come in and normally it’s this much money and you’re going to get this much. And that is one way to do offers, by giving it a really good offer, a special offer discount price. But then a lot of you guys don’t want discount prices, which I understand as well. So an offer doesn’t just have to be discounting prices. It can be bundling things together. If you think about this from a, if you’re a doctor or something like that, an offer, a product is like, “Hey we do adjustments.” Or “Hey we fix eyes.” An offer is like a treatment plan. “Hey when you come in you’re going to get this and get this and we’re going to put together this cool thing.” So your ability to have success with funnels and any kind of business is your ability to create really good, irresistible offers. What’s an offer that people have to have so bad that they’re like, “Oh, I have to give this person my email address because I need that thing.” What’s the offer that you have? We talked about before the value ladder, we’re taking people through the steps of the value ladder, so I’m trying to give value to people, but with that, the way that I get that value is that I create an offer for them. Sometimes offers are free, sometimes they’re paid. Let’s say for example somebody comes to, in fact, the offers starts clear back on the ad. The ad is not going to say, “Hey, we’ve been family owned and operated for 49 years. Click here to find out more.” That’s a horrible offer. That’s the worst offer ever. But if it’s like, “Hey are you struggling with whatever, this kind of pain or whatever? If so, find out how we can get rid of your pain in the next three weeks.” Boom, that’s an offer. They’re like, “What is that?” so they click on the page, they come to the next step in the funnel, the very first page they land on and there I’m making them this offer. “Hey, so if you want to figure out your pain, I wrote a report, it’s a 6 page report, and it’s going to walk you through the fastest ways to get out of pain. If you give me your email address, I will trade you this thing.” Okay, I just made them an offer.  That was an offer. So then they trade it and on the next page, I’m like, “Cool, we just sent you the thing, but if you’re still in pain, we’re a local client here, we’ve been doing this for 50 years…” and what most people would do on this page is be like, “Hey we sent you the guide, we’ve been family owned and operated for the last 29 years. Blah blah blah, you should come into our clinic.” The problem with that is there’s not an offer, you’re just bragging about yourself and nobody cares about you. What do they care about? Them. We used to have a saying, WIIFM, what’s in it for me. So what’s in it for them? So instead of saying, “Family owned and operated.” The offer’s like, “Hey, thanks so much we just you the pdf in your email and it’s got your 6 ways to get out of pain. But right now, I’m sure you’re hurting and I want to make you a very special offer. What we’re going to do is if you call the phone number right now, I want to get you out of pain immediately, so call this number or buy this thing, and when you do that we’re going to give you this, this, and….” And you create an offer for them. Come into our clinic and we’re going to give you natural headache medicine, we’re going to give you an adjustment, we’re going to give you a free massage, or whatever that thing is, you create an actual offer for them. They buy that, the upsell then is to give them another offer. But every single one of these steps in your funnel, from the ad to the landing page to the upsells, the downsells, to the registration, anything you’re doing in any kind of funnel, it doesn’t matter which one it is. It’s all about creating really, really good offers. And that’s how you provide value for people as you’re moving them through the value ladder. A lot of people they think about offers from a standpoint of this is the product I’m actually selling, but again it’s not just the selling of the product, it’s every single step. The offers on the ad, the offers on the landing page, and the offers are shifting as you’re providing more value through the value ladder. Now one way to do this, there’s a concept we talk about a lot here in Clickfunnels, our internal community we call this funnel hacking. What funnel hacking is all about it going out there and seeing what other people are doing and getting ideas for other offers. And sometimes you’re looking for offer ideas from people that are in your same industry, so say you’re a dentist, let’s say you’re selling information products or whatever, you can look, how are other people creating offers that irresistible, sexy offers. We’re looking at those type of things and funnel hacking other people and saying, “On their landing page they offered me this and then on the upsell they offered me this.” And just getting ideas of different ways to structure offers. Now if your funnel’s not working, there’s usually a few reasons why one might not work. One is the traffic might be bad, but if the traffic is good and they’re coming to your funnel, one of the biggest things to look at if it’s not working is, nobody’s opting in because your offer sucks. We gotta talk about this internally. If your offer sucks, you need to crank it up and make it more sexy. “My offer right now is to come into my clinic and you get three visits for the price of one.” And if nobody’s coming in, it means your offer’s lame. Nobody wants it. You gotta change the offer, make it better and make it better. A lot of times I might make 4, 5, or 6 different offers before I find the one that people resonate with, that’s the one they’re excited for. Now they start coming in. You figure out the right offer, everything else is taking care of itself. So that’s what I want you guys kind of thinking through. Again, it’s something that’s kind of counter intuitive because most people in business are used to going to Amazon and seeing a picture of the bottle and the five bullet points of why it’s awesome and here’s how you can get it super cheap and we got two day delivery. That’s not an offer. People that compete like that, people like me come in and we destroy them because it’s like, let’s create a sexy offer that makes it so this product is worth way more, even though it can be a similar product, but I have these other things that I bundled together and made it an actual offer, it’s worth more money. I can charge more money, and if I can charge more money, what do we know? Whoever can spend the most money to acquire a customer wins. The reason why my supplement companies blew up, again because these guys I was competing against on Amazon, they were able to spend up to $20 to sell a product, where my bottles were $67 and we upsold them bigger bundles, we had other things, so I could spend 2 or 300 dollars to get a customer, where they could spend $19. It’s all about creating offers and understanding that. So I want you guys thinking through that. How can you create an offer, what could the offer be on each of the steps inside of your funnel? This is your homework. Take the funnel you created from the funnel cookbook walk through, look at all the different pages, on the last video you kind of looked at value ladder. What’s the value I’m trying to give them here and here and here? And now you’re figuring out what’s the offer I’m going to give them in each step in this process? What is the thing that we’re trading here? I’m giving them value, they’re giving me something and I’m giving them an offer and they’re giving me something, email or credit card, or registration or whatever it is for your funnel and then think about the next page. Now that they’re on the webinar, what’s the value I’m going to provide and what’s the offer? And then the next phase. And so, hopefully you see how these things are tying together, you have the value ladder, how you are giving value at each level in the process and then what’s the offer that we’re wrapping that around to actually give them the value and then that’s the next step. And then the next video we’re going to go through is actually going to talk about, what are the words, we call this copy. What’s the copy on each of the pages in this process to actually sell that and get them excited about giving you their money, or their email address, or whatever the thing might be. So that’s the next step. That’s your assignment for right now, so go do that you guys. We’ll see you on the next training.

On this episode Russell goes over the third step in the new Clickfunnels onboarding process, which is creating an offer. Here are the amazing things you will hear in today’s episode: Why creating an offer is one of the most important, yet least understood parts of the process. What the difference between having a product and having an offer is. And how to create an offer that is sexy and attractive to a customer. So listen here to find out why creating an offer is so important. ---Transcript--- What’s up everybody, this is Russell again. Welcome to the third of our onboarding videos here in the funnel hacking series. This one is obviously in the Marketing Secrets podcast so this, if you’ve been watching the last two days these are clips from the new Clickfunnels onboarding process to help you understand the core concepts of how to get your business, idea, product, service off the ground inside of Clickfunnels. If you missed 1 and 2 go back, these are part of a sequence, there’s a series of four. The titles inside of Marketing Secrets will be the Funnel Hacker Onboarding 1, 2, 3, and 4. So go and watch 1 and 2 first and come back here for number 3. Number 3 we’re talking about creating an offer. Alright, so this is probably one of the most important, yet least understood parts of this whole game, it’s how you actually create an offer. It’s one of those things that I think I have done so often over the last few years, I forget what goes into it. It’s been interesting as we’ve launched Two Comma Club Coaching, Steven’s been working with all these people going through it and one of the biggest questions people have, and I don’t think people say it like, “I don’t know how to create an offer.” But they’re struggling, their offers are really bad. So they’re stuck at that point, so we’re like how do we fix the offers. And we’ve been going back and forth brainstorming how you explain this. This video you’re going to watch is part of the new Clickfunnels onboarding process, it’s all about how to create an offer the right way. And hopefully this gets the wheels in your head spinning. More so you understand what an offer actually is. If you understand, and some of you think you know what an offer is but you’re still not doing it. If you understand it I think it’ll help. So let’s watch that video right now, it’ll help you guys actually craft your offer the right way. Alright, welcome back. This is a concept that is one of the least understood, yet one of the most important. I’m hoping that I can do this justice so you understand. This is a concept that we call creating an offer. What is an offer? An offer is, if you were asking somebody for their money or their email address or their phone number or their attention, you’re trading it with them. It’s all about trading something for attention, money whatever. And it comes down to an offer and why a lot of people struggle in this business is that they don’t understand the concept of making offers. Now, what I learned when I got started over a decade ago was that you have to create a lot of offers to find out what people actually like. What is an offer? An offer is not a product. I see a lot of people who move from selling things on Amazon and they come over to CLickfunnels and they’re used to on Amazon selling a product. The problem with selling a product is that typically if you’re a product, you’re a commodity. When you’re a commodity what happens is that everybody races down to the bottom. For example, when I had my supplement company, I was selling my supplements as an offer and there were people selling the exact same supplement as me on Amazon and we were selling ours for $67 a bottle, and they were selling theirs for $19.95 a bottle. I was making way more money than them because I had created an offer. So an offer is taking things and combining them together. If I’m just selling a supplement bottle, it’s only worth whatever that thing is. And then people are going to price shop and figure out what’s the cheapest and they’re going to go for it. If I sell, if someone’s selling a supplement bottle and I’m selling the same supplement, but instead of just the supplement mine comes with a weight loss guide, food calorie tracker or whatever, these are things I can bundle together into an offer and now this worth way more than the other thing over here. If you look at companies like Groupon and Living Social, I’m not a big fan of people running their businesses into those things, but if you look at them, they’ve become really good at creating offers for local businesses. A lot of local businesses I saw prior to Groupon would run ads that were just like, “Hey we’ve been in business for 49 years, we’re family loved and locally owned.” That was what they were selling on their pages, but that’s not an offer. An offer is like, “Hey, if you come to us we will give you this thing.” Now most of Groupon and Living Social offers, they are big discounts. Come in and normally it’s this much money and you’re going to get this much. And that is one way to do offers, by giving it a really good offer, a special offer discount price. But then a lot of you guys don’t want discount prices, which I understand as well. So an offer doesn’t just have to be discounting prices. It can be bundling things together. If you think about this from a, if you’re a doctor or something like that, an offer, a product is like, “Hey we do adjustments.” Or “Hey we fix eyes.” An offer is like a treatment plan. “Hey when you come in you’re going to get this and get this and we’re going to put together this cool thing.” So your ability to have success with funnels and any kind of business is your ability to create really good, irresistible offers. What’s an offer that people have to have so bad that they’re like, “Oh, I have to give this person my email address because I need that thing.” What’s the offer that you have? We talked about before the value ladder, we’re taking people through the steps of the value ladder, so I’m trying to give value to people, but with that, the way that I get that value is that I create an offer for them. Sometimes offers are free, sometimes they’re paid. Let’s say for example somebody comes to, in fact, the offers starts clear back on the ad. The ad is not going to say, “Hey, we’ve been family owned and operated for 49 years. Click here to find out more.” That’s a horrible offer. That’s the worst offer ever. But if it’s like, “Hey are you struggling with whatever, this kind of pain or whatever? If so, find out how we can get rid of your pain in the next three weeks.” Boom, that’s an offer. They’re like, “What is that?” so they click on the page, they come to the next step in the funnel, the very first page they land on and there I’m making them this offer. “Hey, so if you want to figure out your pain, I wrote a report, it’s a 6 page report, and it’s going to walk you through the fastest ways to get out of pain. If you give me your email address, I will trade you this thing.” Okay, I just made them an offer.  That was an offer. So then they trade it and on the next page, I’m like, “Cool, we just sent you the thing, but if you’re still in pain, we’re a local client here, we’ve been doing this for 50 years…” and what most people would do on this page is be like, “Hey we sent you the guide, we’ve been family owned and operated for the last 29 years. Blah blah blah, you should come into our clinic.” The problem with that is there’s not an offer, you’re just bragging about yourself and nobody cares about you. What do they care about? Them. We used to have a saying, WIIFM, what’s in it for me. So what’s in it for them? So instead of saying, “Family owned and operated.” The offer’s like, “Hey, thanks so much we just you the pdf in your email and it’s got your 6 ways to get out of pain. But right now, I’m sure you’re hurting and I want to make you a very special offer. What we’re going to do is if you call the phone number right now, I want to get you out of pain immediately, so call this number or buy this thing, and when you do that we’re going to give you this, this, and….” And you create an offer for them. Come into our clinic and we’re going to give you natural headache medicine, we’re going to give you an adjustment, we’re going to give you a free massage, or whatever that thing is, you create an actual offer for them. They buy that, the upsell then is to give them another offer. But every single one of these steps in your funnel, from the ad to the landing page to the upsells, the downsells, to the registration, anything you’re doing in any kind of funnel, it doesn’t matter which one it is. It’s all about creating really, really good offers. And that’s how you provide value for people as you’re moving them through the value ladder. A lot of people they think about offers from a standpoint of this is the product I’m actually selling, but again it’s not just the selling of the product, it’s every single step. The offers on the ad, the offers on the landing page, and the offers are shifting as you’re providing more value through the value ladder. Now one way to do this, there’s a concept we talk about a lot here in Clickfunnels, our internal community we call this funnel hacking. What funnel hacking is all about it going out there and seeing what other people are doing and getting ideas for other offers. And sometimes you’re looking for offer ideas from people that are in your same industry, so say you’re a dentist, let’s say you’re selling information products or whatever, you can look, how are other people creating offers that irresistible, sexy offers. We’re looking at those type of things and funnel hacking other people and saying, “On their landing page they offered me this and then on the upsell they offered me this.” And just getting ideas of different ways to structure offers. Now if your funnel’s not working, there’s usually a few reasons why one might not work. One is the traffic might be bad, but if the traffic is good and they’re coming to your funnel, one of the biggest things to look at if it’s not working is, nobody’s opting in because your offer sucks. We gotta talk about this internally. If your offer sucks, you need to crank it up and make it more sexy. “My offer right now is to come into my clinic and you get three visits for the price of one.” And if nobody’s coming in, it means your offer’s lame. Nobody wants it. You gotta change the offer, make it better and make it better. A lot of times I might make 4, 5, or 6 different offers before I find the one that people resonate with, that’s the one they’re excited for. Now they start coming in. You figure out the right offer, everything else is taking care of itself. So that’s what I want you guys kind of thinking through. Again, it’s something that’s kind of counter intuitive because most people in business are used to going to Amazon and seeing a picture of the bottle and the five bullet points of why it’s awesome and here’s how you can get it super cheap and we got two day delivery. That’s not an offer. People that compete like that, people like me come in and we destroy them because it’s like, let’s create a sexy offer that makes it so this product is worth way more, even though it can be a similar product, but I have these other things that I bundled together and made it an actual offer, it’s worth more money. I can charge more money, and if I can charge more money, what do we know? Whoever can spend the most money to acquire a customer wins. The reason why my supplement companies blew up, again because these guys I was competing against on Amazon, they were able to spend up to $20 to sell a product, where my bottles were $67 and we upsold them bigger bundles, we had other things, so I could spend 2 or 300 dollars to get a customer, where they could spend $19. It’s all about creating offers and understanding that. So I want you guys thinking through that. How can you create an offer, what could the offer be on each of the steps inside of your funnel? This is your homework. Take the funnel you created from the funnel cookbook walk through, look at all the different pages, on the last video you kind of looked at value ladder. What’s the value I’m trying to give them here and here and here? And now you’re figuring out what’s the offer I’m going to give them in each step in this process? What is the thing that we’re trading here? I’m giving them value, they’re giving me something and I’m giving them an offer and they’re giving me something, email or credit card, or registration or whatever it is for your funnel and then think about the next page. Now that they’re on the webinar, what’s the value I’m going to provide and what’s the offer? And then the next phase. And so, hopefully you see how these things are tying together, you have the value ladder, how you are giving value at each level in the process and then what’s the offer that we’re wrapping that around to actually give them the value and then that’s the next step. And then the next video we’re going to go through is actually going to talk about, what are the words, we call this copy. What’s the copy on each of the pages in this process to actually sell that and get them excited about giving you their money, or their email address, or whatever the thing might be. So that’s the next step. That’s your assignment for right now, so go do that you guys. We’ll see you on the next training.

On today’s special episode of the Marketing Secrets podcast, Russell shares a video for the new onboarding process in Clickfunnels. He talks about the four core things you should know and goes into detail on the first one, which is what a funnel is and does your business need funnels? Here are some awesome things you will hear in this episode: What the four core concepts are that you will need to know to use Clickfunnels effectively. What the difference between a website and a funnel are. And hear about Russell’s first experience using a funnel and if it worked well for him. Listen hear to find out more about the first core concept you need to know for the Funnel Hacker Onboarding process. ---Transcript--- What’s up everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. I’ve got a really special episode, actually the next 4 episodes are kind of some special episodes I want to share with you guys, that I think you’re going to love. So let’s get into it. Alright so, on this first episode, I want to give you some back story on what’s happening and why I made these four special episodes for you. Right now inside Clickfunnels we are working towards our big viral video launch on the 15th. With that we are trying to change a whole bunch of things, fix the onboarding process, make thinks simpler, simpler for people. Because if we get a huge influx of customers, especially people who don’t really know our marketing, or understand what funnels are or how they’re doing it, we have to really simplify the process. So that’s what we’re doing, a simplification of this whole thing. I don’t know if you’ve noticed, our Clickfunnels support has gotten so much better. We shifted from it taking on average, a little less than an hour to get live response, now we’re at a 3 minute medium. So many cool things we’ve been doing trying to prepare for this thing, which is now like two weeks away for us. It’s kind of stressful, not going to lie. One of the cool things we’re having is this really cool gaming, badging system so when somebody comes into Clickfunnels there’s like this gamified onboarding process. You’re doing things, you’re moving throughout it, it’s going to be really cool. So by the time some of you guys are listening to this, it’ll actually be live so you can go and see it. But in there, a couple of things with Clickfunnels. With Clickfunnels we’re teaching how to use the software, but also people have to understand the marketing behind it or else they’re not going to be successful with the software, so it’s kind of interesting. So I tried, how do I teach all this funnel psychology and stuff in a very short, compressed period of time? So we did that with one of the little badges that people will win here inside of the onboarding process. So that’s kind of what’s going down. So with that I basically created four different videos that are the core foundational things to get people onboarded to understand the marketing behind funnels very, very quickly, very rapidly. So that’s what these episodes are about. I’m actually going to just play those four video clips. Now in the video clips I’ll say, “Click on the button down below.” And “You’re going to get this thing over here.” And “This is your homework assignment.” Just know that those are from the onboarding process. If you actually want to get the homework assignments, if you want to see the things I’ve talked about, you do actually have to login to Clickfunnels and go through the onboarding to get those. But I want you to understand because I think, it hopefully made sense. Maybe it makes no sense. But I tried to really simplify the process of four core things that are the four things to really understand. Number one is why do we have funnels? Why is that important? Number two is the value ladder. A lot of times you think about value ladder from a high level, like first I’m going to do a book, then I’m going to have an event, then we’re going to do one on one coaching. But I want to talk about value ladder from a micro standpoint, instead of the macro. So it’s like landing pages, how do you give value on that. And then what’s the value on the sales page, and the upsell page. How do you do that? So we go into the value ladder in video number two. Number three then is how to create an offer which is something, it’s funny in my mind, I think this common sense to me, or intuitive or I’ve done it so long I don’t think about this. But it seems like as we’ve been doing the Two Comma Club Coaching that one of the biggest problems and questions people have that Steven deals with everyday is how do we create an offer. So I’ve never really talked about that. I guess I assumed, I think I assumed that people understood and I found out now that they don’t. So I go deep into how to create an actual offer, which I think is cool. Hopefully it was good, maybe it’s lame. But hopefully it turned out good to help you understand, “oh that’s what I need to be doing. I need to be creating lots and lots of offers. That’s the key to this whole thing.” And then the fourth step was understanding copywriting because copywriting is like the last layer, it’s how you actually present the offer. So we have why you need a funnel, inside the funnel what is the value you’re providing each step inside the funnel. Then from there what’s the offer you’ve created in each step inside the funnel to actually provide that value and then the last one is the copywriting, which is how you actually sell the offer, which provides the value, which is how you get someone through your funnel. That’s kind of cool. So anyway, that’s what I’m going to share with you guys. So over the next four episodes we’re going to go over that. So this first one we’re talking about why do we need a funnel. Some of you guys have obviously been funnel hackers forever and you know this stuff. Some of you guys might be like, “What the dump is Russell talking about?” So that’s what we’re talking about now, why funnels. I’m going to show you guys that clip and that’ll be what’s happening here on this episode of the Marketing Secrets podcast. Hey this is Russell again and today I’m excited. Because today we’re not just talking about Clickfunnels, which is one of the coolest things in the world but for you to really utilize Clickfunnels and really have success from it, I think it’s vitally important that you not only get good at using the software and using the tool, but you actually become a marketer. Clickfunnels was built by marketers like me, for marketers to be able to market their products and services. Sometimes people come in and have a product, they have a service they want to sell and they throw it into Clickfunnels and build a funnel and then they’re like, “No one’s buying it, nobody’s coming to my thing, no one’s giving me their email address. Why not?” It’s because it’s not just something you put up there and hope that the best happens. It’s something where you have to understand the marketing behind it. So what I want to do during this walk through is to help you understand some of the core, fundamental concepts of marketing that are essential for your success inside of funnels. Because if you understand these things when you’re building funnels, your funnels will become profitable, they’ll actually make money and you’ll have success with Clickfunnels. And that’s our number one goal for you. So that’s kind of the game plan. So to kind of step back, because I know that a lot of people when they first get into Clickfunnels, they don’t even know what a funnel is. So depending on where you’re at, you may know exactly what it is, you have a hazy idea, or you have no idea at all. Most people obviously have heard of a website. When I got started in this business 15 years ago, websites were the thing. And It’s funny because I remember back then everybody would come and they’d say, “Do you think I need a website? Everyone’s talking about websites. Should I get one?” and now we kind of laugh about that because there’s no business, I don’t think, that doesn’t have a website. You have to have a website to exist. So we just kind of assume it now and that’s kind of what funnels are today. Funnels are the future. They are the evolution of websites. It’s where everything is going. People always ask me, “Well do I need a funnel for my business?” And I always kind of chuckle because they don’t understand the strategy, when they do it’s like, “Oh wow, there’s no point to a website, the only thing I need is a funnel. It’s where everything’s going.” So that’s what I wanted to really help you guys understand. I think the best way for you to really understand it, I’m going to tell you guys a story about how I kind of got it. And when you understand this, it should hopefully make more sense inside of your business. So first core concept you have to understand, I learned this initially from one of my very first marketing mentors, his name is Dan Kennedy, and he said this, “Whoever can spend the most money to acquire a customer wins.” Now when I first heard that, it didn’t make perfect sense to me. I was like, “That doesn’t make any sense. Why would I want to spend a whole bunch of money?” And I remember hearing that and it didn’t really resonate with me. But bear with me as I share this story with you, it’s going to make, you’re going to find out, this is the key. The most important thing to understand in business, in marketing, in funnels. Whoever can spend the most money to acquire a customer wins. So let me tell you my story. When I got started in this business back 15 years ago, I was in high school and I’d built my very first website selling potato guns. Now I’d created an information product, I setup a website, I’d done my best and back then the way everyone got trafficked to the websites was by using a website called Google. So I went to Google and started buying my very first Google ads. Now as a college student, I didn’t have a ton of money, so I was able to invest about $10 a day into Google ads. The good thing for me is I was selling this DVD for $37 and what happened is on average, for every $10 I’d spent, I’d sell about 1 DVD. So you do the math on that, I was spending $10, making $37. So I had $27 profit that I was putting inside my pocket. What happened is a little while later, Google shifted their algorithms and kind of changed how things worked. And the price for every single click started going up and it got bigger and bigger and bigger. What happened is one day I woke up and the ads that I was running were exactly the same. I was getting the same amount of clicks, the same amount of people on my website. But now instead of spending $10 a day to get the same amount of traffic, I was spending $50 a day. If you do the math on that, you spend $50 a day, make $37 a day, I was losing $13 every single day because of my website. Now I don’t know about you, but I really quickly, my wife and I realized that we couldn’t keep doing that and stay in business. After four or five days I had to turn off my website and it was over for me. And unfortunately for me and for so many entrepreneurs that’s where most entrepreneurial dreams die. You’re spending money and you can’t be profitable and it just falls apart. I started learning this lesson. Whoever can spend the most money to acquire a customer wins. I couldn’t spend more than $37 a day, because that’s all I was making. I was capped at that. And that’s if I just wanted to break even. And so a few months later, I had a friend who was in a similar business to me and he called me up and said, “Hey Russell, I think I figured out this secret. I started adding upsells to all of my products.” And I was like, “What do you mean upselling?” he said, “Well, it’s kind of like McDonalds. You’ve been to McDonalds?” I said, “Yeah.” “You know when they you offer you a hamburger..” I said, “Yeah.” He said, “Did you know for them to sell that hamburger they actually lose money? The money for the ads, the promotion, the marketing, they actually lose money. So they sell you a hamburger for $2 or $3 and it costs them $4 or $5 to get you there in the drive-in.” “But they added a little sentence on there. They said, ‘Hey, would you like fries and a coke with that?” and the majority of people say, ‘Oh yeah. Throw that in there.” and they did that, the fries and coke is where they make their money. So they spend $3 or $4 to get someone there, they sell a hamburger for $2, they lose a dollar, but they ad fries and a coke and all the sudden, boom. They’re profitable.” When he said that, the light bulb went off in my head and I said, “okay, well how do I do this?” and so he showed me his website and he had similar websites to me selling little information products. He said, “Look, what I did is I started having upsells, trying to sell the next thing that someone would need if they bought my first product. “ And I said, “How would work for my potato guns? I don’t know.” And he said, “Well, when somebody buys a potato gun DVD what’s the next thing that they need?” and I was like, “Well, the next thing is they’d have to buy the pipes and the glue and the BBQ igniter and all those pieces that you have to go the store to get.” And he said, “You should make the kit and just upsell the kit.” So I was lucky, I found someone up in Northern Idaho who actually sold potato gun kits and we did a partnership and started adding those as upsells. So I transitioned up my little website into my very first funnel, I didn’t know that’s what it was called at the time, but it was a funnel. So someone would buy my DVD and then the next page we’d upsell them a potato gun kit. Now if you look at the math how this all worked, I was still spending $50 a day on Google, that didn’t change. They didn’t lower their prices for me. They were still charging me the same amount. And I was still averaging about one sale a day of my DVD. So I was only making $37, so I was actually losing money. But then, what was cool is that one out of every three people who bought my DVD ended up buying my upsell and buying my kit. You look at the math, my kit was $197, that means one out of three, I made an extra $65 dollars for every DVD I sold. That means I spent $50 a day and I was making $102 a day. So you do the math behind that, I was actually making $52 every single day. Now that is when the whole light bulb went off in my head. That’s the secret. If I can spend more money to acquire a customer, then I win. That’s when I realized that websites made me broke, but funnels actually made me money. When I started my career, after I did that, I started getting excited, I started realizing wow, there’s so many ways to do funnels and I could put funnels into any business. And I started doing that and started going into really competitive markets where there’s tons of competition. I would look and see these people, all they had was a website selling a product and I would take that concept and start upsells and downsells and adding different things in there and start competing against these people. And what’s crazy is they could spend however many dollars a day in advertizing. I could spend two or three times as much money and still make more money and very quickly I started beating out all my competitors in every market we went into. That’s when I realized, just like Dan Kennedy told me, that whoever can spend the most money to acquire a customer wins. And that’s why funnels are so important. Especially if you’re struggling in your business right now. If you have a business and you’re break even or you’re losing some money, a funnel is the secret. That’s what gets you from breaking even to becoming profitable. If you’re doing well but want to grow, a funnel is the secret. It’s how you start taking your business and scaling it. You make more money for every single person who comes into your funnel. The funnels are the secret to growing business and getting your message, your products, your services out into the world. That’s why we’re so excited about funnels. So I wanted you guys to understand the concepts behind those things. Obviously there are lots of different types of funnels, as you learned in the earlier walk-through, inside the cookbook we had 22 different types. So some of the funnels are specifically for selling a product, like my potato gun DVD, where I sold a DVD and then I upsold a potato gun kit. Some funnels aren’t for that. Some funnels are for generating a lead, then you can send emails to them and sell them things in the future. Some are to generate applications so you can call them on the phone. Some are funnels to get people into your actual location. It doesn’t really matter, there’s different funnels for different situations. But all a funnels is something where you’re taking somebody, and you’re taking them through this process to get the end result. What’s interesting is that I think a lot of people think that funnels are this mysterious thing, yet it’s happening every single day right now. In fact, if you run an offline business, I promise you, you already have a funnel. It may be a really bad one, but you have one. Think about this. Let’s say you’re a chiropractor, or a dentist or something. Somebody sees an ad, they drive by and see your billboard, they see your place, they get a referral, something, and they come to your location, they walk up to your door, what’s they first thing they do? They open the door and walk in. Something’s happening, they’re coming into this funnel and they’re greeted by somebody. It could be your front desk receptionist or whoever. They’re saying something, they’re trying to get them to schedule an appointment or set up a call or whatever the thing might be and then after that happens they take them to the next step and the next step and every business has it. There’s some kind of funnel, some kind of process you’re taking people through all the time. The online funnels are the same thing. People think its something different, but it’s not. If I’m driving an ad from Facebook, they’re going to come somewhere, to a page, and maybe on that page I’ll try to ask for their email address, or maybe I’m selling them a product, I’m taking them down a path, just like I would if I was selling somebody face to face. So the coolest thing about funnels is it’s not something new or different that you’re not used to, it’s the same thing you’re used to just in an online format. When you start realizing that, you start realizing funnels are happening everywhere around you. For me, I started noticing them over and over and it gets me so excited to see it and now it’s coming back. How do I do this for my business online? So that’s kind of the game. Now, I’m going to be walking through a lot more of these things through the next training videos down below, but I wanted you guys to understand, that’s what a funnel is. I want you to understand the one core concept. Whoever can spend the most money to acquire a customer wins. That’s how you grow a company, that’s how you beat your competitors, that’s how you sell more products, that’s how you get your ads more out there, that’s how all the things you wan t in business, all come off that concept. Whoever can spend the most money to acquire a customer wins. And the way you’re able to spend more money profitably is by having a funnel. So I hope at this point I’ve sold you on funnels. They are the key to everything in life, at least related to business. So I hope you understand that. With that said, your assignment right now is just to kind of think through that and understand that and understand the power and importance of funnels. Think about your existing business, think about the business you’re in right now. Let’s say you do have a regular website, how do you take all these things and how do you restructure them into an actual funnel? Where are you seeing funnels right now? If you have a regular business, do you see the funnel right now? What does that look like? What’s the process somebody’s coming through? And then what can you do to fix those things. And just start thinking about those things because it will get you excited about funnels. With that said, thanks so much and I’ll see you guys on the next training.

On today’s special episode of the Marketing Secrets podcast, Russell shares a video for the new onboarding process in Clickfunnels. He talks about the four core things you should know and goes into detail on the first one, which is what a funnel is and does your business need funnels? Here are some awesome things you will hear in this episode: What the four core concepts are that you will need to know to use Clickfunnels effectively. What the difference between a website and a funnel are. And hear about Russell’s first experience using a funnel and if it worked well for him. Listen hear to find out more about the first core concept you need to know for the Funnel Hacker Onboarding process. ---Transcript--- What’s up everybody, this is Russell Brunson. I want to welcome you to the Marketing Secrets podcast. I’ve got a really special episode, actually the next 4 episodes are kind of some special episodes I want to share with you guys, that I think you’re going to love. So let’s get into it. Alright so, on this first episode, I want to give you some back story on what’s happening and why I made these four special episodes for you. Right now inside Clickfunnels we are working towards our big viral video launch on the 15th. With that we are trying to change a whole bunch of things, fix the onboarding process, make thinks simpler, simpler for people. Because if we get a huge influx of customers, especially people who don’t really know our marketing, or understand what funnels are or how they’re doing it, we have to really simplify the process. So that’s what we’re doing, a simplification of this whole thing. I don’t know if you’ve noticed, our Clickfunnels support has gotten so much better. We shifted from it taking on average, a little less than an hour to get live response, now we’re at a 3 minute medium. So many cool things we’ve been doing trying to prepare for this thing, which is now like two weeks away for us. It’s kind of stressful, not going to lie. One of the cool things we’re having is this really cool gaming, badging system so when somebody comes into Clickfunnels there’s like this gamified onboarding process. You’re doing things, you’re moving throughout it, it’s going to be really cool. So by the time some of you guys are listening to this, it’ll actually be live so you can go and see it. But in there, a couple of things with Clickfunnels. With Clickfunnels we’re teaching how to use the software, but also people have to understand the marketing behind it or else they’re not going to be successful with the software, so it’s kind of interesting. So I tried, how do I teach all this funnel psychology and stuff in a very short, compressed period of time? So we did that with one of the little badges that people will win here inside of the onboarding process. So that’s kind of what’s going down. So with that I basically created four different videos that are the core foundational things to get people onboarded to understand the marketing behind funnels very, very quickly, very rapidly. So that’s what these episodes are about. I’m actually going to just play those four video clips. Now in the video clips I’ll say, “Click on the button down below.” And “You’re going to get this thing over here.” And “This is your homework assignment.” Just know that those are from the onboarding process. If you actually want to get the homework assignments, if you want to see the things I’ve talked about, you do actually have to login to Clickfunnels and go through the onboarding to get those. But I want you to understand because I think, it hopefully made sense. Maybe it makes no sense. But I tried to really simplify the process of four core things that are the four things to really understand. Number one is why do we have funnels? Why is that important? Number two is the value ladder. A lot of times you think about value ladder from a high level, like first I’m going to do a book, then I’m going to have an event, then we’re going to do one on one coaching. But I want to talk about value ladder from a micro standpoint, instead of the macro. So it’s like landing pages, how do you give value on that. And then what’s the value on the sales page, and the upsell page. How do you do that? So we go into the value ladder in video number two. Number three then is how to create an offer which is something, it’s funny in my mind, I think this common sense to me, or intuitive or I’ve done it so long I don’t think about this. But it seems like as we’ve been doing the Two Comma Club Coaching that one of the biggest problems and questions people have that Steven deals with everyday is how do we create an offer. So I’ve never really talked about that. I guess I assumed, I think I assumed that people understood and I found out now that they don’t. So I go deep into how to create an actual offer, which I think is cool. Hopefully it was good, maybe it’s lame. But hopefully it turned out good to help you understand, “oh that’s what I need to be doing. I need to be creating lots and lots of offers. That’s the key to this whole thing.” And then the fourth step was understanding copywriting because copywriting is like the last layer, it’s how you actually present the offer. So we have why you need a funnel, inside the funnel what is the value you’re providing each step inside the funnel. Then from there what’s the offer you’ve created in each step inside the funnel to actually provide that value and then the last one is the copywriting, which is how you actually sell the offer, which provides the value, which is how you get someone through your funnel. That’s kind of cool. So anyway, that’s what I’m going to share with you guys. So over the next four episodes we’re going to go over that. So this first one we’re talking about why do we need a funnel. Some of you guys have obviously been funnel hackers forever and you know this stuff. Some of you guys might be like, “What the dump is Russell talking about?” So that’s what we’re talking about now, why funnels. I’m going to show you guys that clip and that’ll be what’s happening here on this episode of the Marketing Secrets podcast. Hey this is Russell again and today I’m excited. Because today we’re not just talking about Clickfunnels, which is one of the coolest things in the world but for you to really utilize Clickfunnels and really have success from it, I think it’s vitally important that you not only get good at using the software and using the tool, but you actually become a marketer. Clickfunnels was built by marketers like me, for marketers to be able to market their products and services. Sometimes people come in and have a product, they have a service they want to sell and they throw it into Clickfunnels and build a funnel and then they’re like, “No one’s buying it, nobody’s coming to my thing, no one’s giving me their email address. Why not?” It’s because it’s not just something you put up there and hope that the best happens. It’s something where you have to understand the marketing behind it. So what I want to do during this walk through is to help you understand some of the core, fundamental concepts of marketing that are essential for your success inside of funnels. Because if you understand these things when you’re building funnels, your funnels will become profitable, they’ll actually make money and you’ll have success with Clickfunnels. And that’s our number one goal for you. So that’s kind of the game plan. So to kind of step back, because I know that a lot of people when they first get into Clickfunnels, they don’t even know what a funnel is. So depending on where you’re at, you may know exactly what it is, you have a hazy idea, or you have no idea at all. Most people obviously have heard of a website. When I got started in this business 15 years ago, websites were the thing. And It’s funny because I remember back then everybody would come and they’d say, “Do you think I need a website? Everyone’s talking about websites. Should I get one?” and now we kind of laugh about that because there’s no business, I don’t think, that doesn’t have a website. You have to have a website to exist. So we just kind of assume it now and that’s kind of what funnels are today. Funnels are the future. They are the evolution of websites. It’s where everything is going. People always ask me, “Well do I need a funnel for my business?” And I always kind of chuckle because they don’t understand the strategy, when they do it’s like, “Oh wow, there’s no point to a website, the only thing I need is a funnel. It’s where everything’s going.” So that’s what I wanted to really help you guys understand. I think the best way for you to really understand it, I’m going to tell you guys a story about how I kind of got it. And when you understand this, it should hopefully make more sense inside of your business. So first core concept you have to understand, I learned this initially from one of my very first marketing mentors, his name is Dan Kennedy, and he said this, “Whoever can spend the most money to acquire a customer wins.” Now when I first heard that, it didn’t make perfect sense to me. I was like, “That doesn’t make any sense. Why would I want to spend a whole bunch of money?” And I remember hearing that and it didn’t really resonate with me. But bear with me as I share this story with you, it’s going to make, you’re going to find out, this is the key. The most important thing to understand in business, in marketing, in funnels. Whoever can spend the most money to acquire a customer wins. So let me tell you my story. When I got started in this business back 15 years ago, I was in high school and I’d built my very first website selling potato guns. Now I’d created an information product, I setup a website, I’d done my best and back then the way everyone got trafficked to the websites was by using a website called Google. So I went to Google and started buying my very first Google ads. Now as a college student, I didn’t have a ton of money, so I was able to invest about $10 a day into Google ads. The good thing for me is I was selling this DVD for $37 and what happened is on average, for every $10 I’d spent, I’d sell about 1 DVD. So you do the math on that, I was spending $10, making $37. So I had $27 profit that I was putting inside my pocket. What happened is a little while later, Google shifted their algorithms and kind of changed how things worked. And the price for every single click started going up and it got bigger and bigger and bigger. What happened is one day I woke up and the ads that I was running were exactly the same. I was getting the same amount of clicks, the same amount of people on my website. But now instead of spending $10 a day to get the same amount of traffic, I was spending $50 a day. If you do the math on that, you spend $50 a day, make $37 a day, I was losing $13 every single day because of my website. Now I don’t know about you, but I really quickly, my wife and I realized that we couldn’t keep doing that and stay in business. After four or five days I had to turn off my website and it was over for me. And unfortunately for me and for so many entrepreneurs that’s where most entrepreneurial dreams die. You’re spending money and you can’t be profitable and it just falls apart. I started learning this lesson. Whoever can spend the most money to acquire a customer wins. I couldn’t spend more than $37 a day, because that’s all I was making. I was capped at that. And that’s if I just wanted to break even. And so a few months later, I had a friend who was in a similar business to me and he called me up and said, “Hey Russell, I think I figured out this secret. I started adding upsells to all of my products.” And I was like, “What do you mean upselling?” he said, “Well, it’s kind of like McDonalds. You’ve been to McDonalds?” I said, “Yeah.” “You know when they you offer you a hamburger..” I said, “Yeah.” He said, “Did you know for them to sell that hamburger they actually lose money? The money for the ads, the promotion, the marketing, they actually lose money. So they sell you a hamburger for $2 or $3 and it costs them $4 or $5 to get you there in the drive-in.” “But they added a little sentence on there. They said, ‘Hey, would you like fries and a coke with that?” and the majority of people say, ‘Oh yeah. Throw that in there.” and they did that, the fries and coke is where they make their money. So they spend $3 or $4 to get someone there, they sell a hamburger for $2, they lose a dollar, but they ad fries and a coke and all the sudden, boom. They’re profitable.” When he said that, the light bulb went off in my head and I said, “okay, well how do I do this?” and so he showed me his website and he had similar websites to me selling little information products. He said, “Look, what I did is I started having upsells, trying to sell the next thing that someone would need if they bought my first product. “ And I said, “How would work for my potato guns? I don’t know.” And he said, “Well, when somebody buys a potato gun DVD what’s the next thing that they need?” and I was like, “Well, the next thing is they’d have to buy the pipes and the glue and the BBQ igniter and all those pieces that you have to go the store to get.” And he said, “You should make the kit and just upsell the kit.” So I was lucky, I found someone up in Northern Idaho who actually sold potato gun kits and we did a partnership and started adding those as upsells. So I transitioned up my little website into my very first funnel, I didn’t know that’s what it was called at the time, but it was a funnel. So someone would buy my DVD and then the next page we’d upsell them a potato gun kit. Now if you look at the math how this all worked, I was still spending $50 a day on Google, that didn’t change. They didn’t lower their prices for me. They were still charging me the same amount. And I was still averaging about one sale a day of my DVD. So I was only making $37, so I was actually losing money. But then, what was cool is that one out of every three people who bought my DVD ended up buying my upsell and buying my kit. You look at the math, my kit was $197, that means one out of three, I made an extra $65 dollars for every DVD I sold. That means I spent $50 a day and I was making $102 a day. So you do the math behind that, I was actually making $52 every single day. Now that is when the whole light bulb went off in my head. That’s the secret. If I can spend more money to acquire a customer, then I win. That’s when I realized that websites made me broke, but funnels actually made me money. When I started my career, after I did that, I started getting excited, I started realizing wow, there’s so many ways to do funnels and I could put funnels into any business. And I started doing that and started going into really competitive markets where there’s tons of competition. I would look and see these people, all they had was a website selling a product and I would take that concept and start upsells and downsells and adding different things in there and start competing against these people. And what’s crazy is they could spend however many dollars a day in advertizing. I could spend two or three times as much money and still make more money and very quickly I started beating out all my competitors in every market we went into. That’s when I realized, just like Dan Kennedy told me, that whoever can spend the most money to acquire a customer wins. And that’s why funnels are so important. Especially if you’re struggling in your business right now. If you have a business and you’re break even or you’re losing some money, a funnel is the secret. That’s what gets you from breaking even to becoming profitable. If you’re doing well but want to grow, a funnel is the secret. It’s how you start taking your business and scaling it. You make more money for every single person who comes into your funnel. The funnels are the secret to growing business and getting your message, your products, your services out into the world. That’s why we’re so excited about funnels. So I wanted you guys to understand the concepts behind those things. Obviously there are lots of different types of funnels, as you learned in the earlier walk-through, inside the cookbook we had 22 different types. So some of the funnels are specifically for selling a product, like my potato gun DVD, where I sold a DVD and then I upsold a potato gun kit. Some funnels aren’t for that. Some funnels are for generating a lead, then you can send emails to them and sell them things in the future. Some are to generate applications so you can call them on the phone. Some are funnels to get people into your actual location. It doesn’t really matter, there’s different funnels for different situations. But all a funnels is something where you’re taking somebody, and you’re taking them through this process to get the end result. What’s interesting is that I think a lot of people think that funnels are this mysterious thing, yet it’s happening every single day right now. In fact, if you run an offline business, I promise you, you already have a funnel. It may be a really bad one, but you have one. Think about this. Let’s say you’re a chiropractor, or a dentist or something. Somebody sees an ad, they drive by and see your billboard, they see your place, they get a referral, something, and they come to your location, they walk up to your door, what’s they first thing they do? They open the door and walk in. Something’s happening, they’re coming into this funnel and they’re greeted by somebody. It could be your front desk receptionist or whoever. They’re saying something, they’re trying to get them to schedule an appointment or set up a call or whatever the thing might be and then after that happens they take them to the next step and the next step and every business has it. There’s some kind of funnel, some kind of process you’re taking people through all the time. The online funnels are the same thing. People think its something different, but it’s not. If I’m driving an ad from Facebook, they’re going to come somewhere, to a page, and maybe on that page I’ll try to ask for their email address, or maybe I’m selling them a product, I’m taking them down a path, just like I would if I was selling somebody face to face. So the coolest thing about funnels is it’s not something new or different that you’re not used to, it’s the same thing you’re used to just in an online format. When you start realizing that, you start realizing funnels are happening everywhere around you. For me, I started noticing them over and over and it gets me so excited to see it and now it’s coming back. How do I do this for my business online? So that’s kind of the game. Now, I’m going to be walking through a lot more of these things through the next training videos down below, but I wanted you guys to understand, that’s what a funnel is. I want you to understand the one core concept. Whoever can spend the most money to acquire a customer wins. That’s how you grow a company, that’s how you beat your competitors, that’s how you sell more products, that’s how you get your ads more out there, that’s how all the things you wan t in business, all come off that concept. Whoever can spend the most money to acquire a customer wins. And the way you’re able to spend more money profitably is by having a funnel. So I hope at this point I’ve sold you on funnels. They are the key to everything in life, at least related to business. So I hope you understand that. With that said, your assignment right now is just to kind of think through that and understand that and understand the power and importance of funnels. Think about your existing business, think about the business you’re in right now. Let’s say you do have a regular website, how do you take all these things and how do you restructure them into an actual funnel? Where are you seeing funnels right now? If you have a regular business, do you see the funnel right now? What does that look like? What’s the process somebody’s coming through? And then what can you do to fix those things. And just start thinking about those things because it will get you excited about funnels. With that said, thanks so much and I’ll see you guys on the next training.

Ho, ho, what's going on everyone? This is Steve Larsen, and you are listening to Secret MLM Hacks Radio.   Here's the real mystery. How do real MLMers like us, [inaudible 00:00:10] even cheat and only bug family members and friends, who want to grow a profitable home business, how do we recruit A players into our downlines and create extra incomes, yet still have plenty of time for the rest of our lives? That's the blaring question, and this podcast will give you the answer. My name is Steve Larsen, and welcome to Secret MLM Hacks Radio.   All right, all right. Guys, I'm so excited to do this. It's one a.m. in the morning right now, and I've just had this on my mind, and so I decided that I would just record it anyway, even though I have got to get up soon. I just really like what I do, so I just decided to stay up and get it done.   Anyways, hey guys, today I wanted to talk real quick about the three things that changed my MLM business forever. You know what's funny is, I once sat down and I wrote all of the business that I had done and tried and tried to make money in, and I sat down, I wrote them all out, and it was, just off the cuff, it was probably 14, 15 businesses. It was a lot. This wasn't small, little endeavors, like I tried that for a day or two, this was four, five, six months per thing.   I've been selling stuff in the business world for a long time now, especially comparative to most people, far longer than most people do it, or make it I should say. You know what's funny is, on every single one of them, if I had the three things that I'm about to tell you right now, I know I may not be talking to you right now. Number one, I'm like, I wish I knew these three things. Stuff would have been so different, but at the same time, I wouldn't be here talking to you right now, in your ears, and that makes me sad.   All right, heres the three things okay? I remember, one of the very first businesses that I created, that was on a subscription model, was a smartphone insurance company. It was a company called Fixed Insurance. What we did was, we went and we were looking at all the different insurance models for smartphones, and they're ridiculous. Some of them, they're just straight-up ripping people off, and we're like, "Oh, we could totally sell that better."   One of my buddies had a smartphone repair shop. He owned it for a long time. He did great things with it, and then he flipped it around and he sold it, and made profit and it was great. He's like, "Dude, Steven, let's go make this smartphone insurance company, um, and er, you handle like the onboarding of customers, and er, and I'll go handle like the back and management part of it," and I was like, "Sweet. Hey, this is cool right." I was in the middle of college, we were both excited, we were ready to rock and roll on it, and it was going to be really cool.   Well, we got to work, and we wrote out exactly what it is that we were selling. We figured out what the different things were we could offer with it. We went and actually started looking at what all of the people who were also selling smartphone insurance already were already doing. Same thing that I tell you guys to do. Same thing that I did. I went out to the top MLM people, and I was like, what do these people do? What are they actually doing? Oh my gosh, it's totally different things than the upline's telling me to do. I'm going to stop doing the things the upline's telling me to do, and start doing what the top MLM guys are doing. You know what I mean? That's basically how it happened. That's one of the turning things.   But for the smartphone insurance thing, we did the exact same thing. We were looking at all the other top people, all the other top companies. How are they selling, how are they selling, or what are they selling? It's funny because we went and we planned this thing out. I handled the technology side of it, I built what we call sales funnels, and I put together a sales funnel online, it was all automated, so that someone could buy and there was automation. They could handle their policies, all this stuff. I went and I put it all together, and it was really cool. It was cool, and we built it, we put it all together, we hit the go button, and we had a few customers buy. Not many, but enough to be breaking even. We're like, you know, really wish there was more people, but that's not bad. All right, cool.   What's funny is, it just floundered. It just stayed there for a little while. At first, its was just like, well this is just the period where they're just talking to the people that they know, and customers will be coming soon. They never did though. I looked back on that and I was like what happened? This is so weird. How come these people aren't joining? What the big problem with this? What I realized is that, I got this from Russel Brunson, if you know who he is, he teaches that you need to first figure out your what and your how.   Number one thing, to take you from zero to $1,000,000, is he teaches is, you've got to figure out first your what. What are you actually selling? What's the offer? What is it that people want to buy? Then you need to figure out the how. How do you sell this thing? How do you get traffic? How do you get eyeballs to see it? How do you get people to come and convert? Whether it's from people who know you or people who are off the street, what's the way that sells the best with your thing?   That's what I always tell people, going and talking to people in the freaking street does not sell well. That's the wrong how on how to sell. There's easier ways to do it. People who are already pre-dispositioned to actually buy and get into your MLM, go find those people. Walking around on the street, I'm sure that great people have been recruited like that, but it's sometimes, anyways, it's challenging okay? It's not nearly as fun of a business to be a part of when that's your strategy of how to make the sale. You've got to figure out the what and you've got to figure out the how. That's number one.   As soon as you figure out the what, and what's cool is that your MLM has already figured out the what. They know what the what is, they've given you the what. They've figured out hey, here's this cool product, you're holding the what. What do you sell? They gave it to you. What's the other part of the opportunity? Cool, they gave that to you also. The what is almost completely figured out. Almost. There's another step, but I'll dive into that in another podcast here.   The how is the part that most people don't think through, and so the uplines are typically the ones who give the how to you, and they say, "Write out this big list of people right, an-, and go bug the crap out of them until they actually join." That's the how, because most MLMers don't know how to market. Anyways, that's what my course teaches. That's why I put this thing together, because I'm a marketer by trade, and I was like, hey, this could work really well in MLM, and it does.   Anyways, so number one, you've got to figure out your what and your how. The what's already almost basically taken care of for you, the how, you've got to figure how to get eyeballs in front of it. That's number one. That's totally changed my business, when I figured out how to do that, because I figured out a what. I figured out a what, and then I figured out the how. I know how traffic comes to it. I know who to target, I know where those people are, who when they fill my downline, they aren't leaches. They're self-solvers. They get out there and do it. They don't sit around and suck to me and say, "What should I do?" Or they don't run from me, and I have to track them down. They're not that kind of person.   You don't want that kind of person. The things I've built and the internet presence, and all the thins I've built, are as much to recruit people as much as it is to actually push away the other kind of person. It's literally a filter. It's a lock gate. I don't want people who are not self-solvers, who aren't go-getters, and I'm sure you're the exact same.   Anyway, so number one, the what and the how. Number two, guys I can not tell you what has happened in my life sines I began to publish regularly. I don't care what the platform is that you choose to do, I don't care even the frequency, as long as it is somewhat frequent. Some people do it every day. I think that's really intense, overkill. I can't do that every day, that's crazy. Maybe you can, that's awesome, but choose a platform. Some people do a YouTube video and they just talk into the camera, and they share what kind of cool things are going on or whatever it is. Whatever it is, you have got to publish regularly.   Podcasting is my way to do that. I love audio, I love music. I've had a lot people ask me, "Steven, are you a radio announcer in your previous life?" The answer's no, I just really like it and I study it a lot. Anyways, regular publishing is insane. Oh my gosh, I encourage you to do it so much. Some of you guys that want to be bloggers, great, then blog regularly. You will gain a following that you can market your products to. You can come from this great position of not being pushy, because they've been listening to you for a while. They've seen what kind of character you have. Their walls have come down, they're able to receive a sales message. But if you lead with the sales message, man you push people away so fast.   Several things happen when you publish regularly. Number one, you get to coach people. There's really two things, I think I talk about this in a previous podcast, but number one, if you can find a coach, hopefully someone in your upline of your own MLM, if not, I'm happy to do it. I'm not saying, "Join my downline," I'm saying listen to this podcast because this all I talk about. Number one, you've got to find a coach, somewhere, somehow, a mentor. If you don't know how to market, find someone who knows how to market, or find a way around it.   Number two, so number one is find a coach, number two is be a coach. When you are a coach, one of the easiest ways to be a coach, even if it's not one-on-one, is to just publish regularly. You will get better at your craft. you will better at your message. You'll get better, and I know some people are like, "Well I'm not very good at talking." That's okay. You can write. Whatever it is, some kind of regular communication, or attach yourself to somebody who is. Anyway, I cannot believe, I've spoken on stages because of my podcasts. I've gone and I've met amazing people because of podcasting. It doesn't matter, it's not just podcasts, whatever it, is, regular publishing.   Number one, you've got to figure out what you're selling and how it sells. Number two, you've got to publish regularly. These are the easiest three steps on the planet okay guys. Don't look at them and be like, "Oh, this is so much stuff," just break them down bite-sized. Number one, what are you selling? How can you make it just a little bit different than everybody else? Number two, or second part of that, how does it sell? How do you get the eyeballs in front of it? How do get people in front of it? For me personally, I wanted to build a sweet system that would help me to do it, so I did and it totally works, it's awesome.   Number two, you got to publish regularly, which leads me to number three. Number three is I encourage you to find ways to not be attached to fulfillment yourself. Let me explain what I mean. I'm one of the coaches, I shouldn't say one of, I am the coach for a program called Two Comma Club Coaching. Two commas meaning $1,000,000. What I do, is I'm the guy that runs the program for Two Comma Club Coaching. I always try and keep what I do off to the side a little bit just so you guys know that I'm not promoting other things that's going on, but just so you know a little more about me, I am the guy that runs Two Comma Club Coaching.   Super fun, really enjoy it, a lot of fun, I absolutely adore it, but what's funny is, that a lot times when I help people come up with offers or help people come up with what they're selling, how to make it different, how to get the eyeballs, how to create all of their system, things like that, a lot of times, what they'll do is they'll tie themselves to the fulfillment, meaning they say, "Hey, when you join this, I'll do a call with you every week, for two hours, at this day." That's really great at first, but man, hopefully your team grows so fast that you can't handle it anymore. Does that make sense?   I was helping my dad come up with an offer once, a cool product, and it does great, it's awesome, and he's figured out the what. He's trying to figure out the how right now though, and he's got people seeing it, it's starting convert, he's regularly publishing, and then I helped him create the system. He's was saying, "Hey, how about I go do this cool, you know, one-on-one coaching calls with these people when they buy the product?"   This was unrelated to MLM. This was another industry. It was in the financial markets area. I was like, "You know what? That's sounds cool, and it certainly is sexy, and it makes the offer more sexy, but that is, i-, it's not that you don't want to serve people, it's not that you don't want to help people, but that's going to be hell tl-, to fulfill on right. Hopefully a ton of people buy your thing dad, you know," or whoever it was I was coaching in Two Comma Club, "Hopefully the, it sells like hot cakes, and because n- you don't want yourself tied to the fulfillment. It takes away the automation right."   Number one, the what and the how. Number two, regular publishing, and number three, a system. What I did is I set off, this was almost four years ago now when I drove my first MLM, it was an utter failure because I didn't have a system. It was haphazard. My system became literally goin door-to-door, and I didn't have a system. There wasn't a system. There was no process. I wasn't thinking through all my moves. There was no big, long-term strategy behind it. All I would do is I would continually write out lists of people's name, and lists of what would happen if one of their friends joined, and what they looked like on the [inaudible 00:13:34] plan. I know that you have done that, especially if you're listening to this podcast, you've probably done that and that's fine. We've all done that, but that's not a system though. It's not a marketing system that pulls people in for you.   It's not to take the human out of the machine. Its not to make it so that this is less personal. That's not it at all. All it means is it helps me talk to people who are actually serious, who actually know how to market a little bit, or who want to learn. I want to talk to those people. I don't want to talk to people who have no desire at all to learn how to drive an add or whatever it is. That's not the kind of person I'm looking for, and that's okay. You can be picky. You're going to spend a lot time with these people. Would you want to go on a vacation with them? If not, don't recruit them.   Anyway, I hope that's helped. Anyway, so the what and how, that's huge, that's number one. What are you selling, how does it sell? Number two, please find a way to regularly publish. YouTube is a great way. It's free, you can just keep putting videos out there, it's not that hard at all. You can get your smartphone out and literally upload it straight to your own channel. But regularly publishing, this is my second podcast channel. I actually have another podcast channel, and it's been going for almost exactly a year now. I've had almost 50,000 downloads on it, and it's grown my audience like crazy. It's made my craft better. Anyway. I podcast more than once a week over there, and it's been fantastic. A lot of interviews, a lot of great stuff.   But what it's done is insane. I can't even believe it, and everybody kept telling me that, "Go, go publish. Go be regularly publishing right. You'll start building your culture, you'll start building your tribe." Anyways, it's amazing how much angst that has shortcutted, regularly publishing in my own MLM. It's amazing, it's insane. Still blown away by it.   Then number three, you've got to create the system. What is the system? If you want a good example of that, I talk about ways that you can do that. This is my little plug okay. It's totally free, you can go get it if you want to. If you go to secretmlmhacksradio.com, and just put your email in, for five days I'll just send you a video, and what it is is a video that teaches you different ways that you can recruit. It helps break and rebuild the mindset and beliefs you may have about the MLM industry, and it's in such a way that you can actually send it to your downline as well, by simply sharing. Anyway, very powerful stuff.   Anyways guys, hey thanks so much. Hope you enjoyed this episode, and I will see you on the next one. I got a really cool surprise actually for that. It's going to be good.   Hey, thanks for listening. Please remember to subscribe and leave feedback. Would you like me to teach your own downline five simple MLM recruiting tips for free? If so, go download your free MLM masters pack by subscribing to this podcast at secretmlmhacksradio.com.

James is not only one of the most well connected individuals I've ever met, he's also got his B2B funnel totally dialed in... Steve Larsen: What's going on, everyone? This is Steve Larsen and you're listening to a very special and frankly quite unique episode of Sales Funnel Radio. Speaker: Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels, and now, here's your host, Steve Larsen. Steve Larsen: All right, you guys. Hey, I'm super excited to welcome you and our special guest today to the show. This is an episode I've never quite done before, and frankly, it's an area that I personally am still learning about sales funnels and I'm really excited to have him here with us today and I think part the curtain, let the veil down, so to speak. Very, very pumped to learn from him. Guys, please help me welcome Mr. James Smiley. How you doing? James Smiley: What's going on, Steve? Steve Larsen: Living the dream, man. James Smiley: Woohoo. Steve Larsen: Living the dream. James Smiley: Thanks so much. This is going to be awesome. Steve Larsen: I'm excited that you're here. Just for everyone else, the first time I ever met James, my life is run off of an app Voxer, and pretty much my life, Russell's life, all of our lives, we live on this app of Voxer, and that's how we talk. I don't think I've ever called Russell on the phone ever. I don't know his number, you know what I mean? We all live on Voxer and I get Voxed a lot, from just lots of people. Sometimes it's about me creating new barriers just so I can have my own headspace, you know? But then also there was this guy who kept asking, he's like, "Hey, do you want" ... From these really big and really popular companies, "Will you build a funnel for these guys?" "Hey, what if you built a funnel for these guys?" They were these huge companies, massive, massive, some of them billion dollar companies, and I was like, "Who is this guy? How is he" ... Number one, "Who is this?" Number two, "That would be cool, but how are you getting these leads? How do you find? That's insane." We have a lot of our own certification partners, ClickFunnels. I have my own clients I've built for, but man, the people that you were talking about, I was like, I mean, "This is insane." Anyway, I don't know if I'm allowed to say any of the names, so that's the reason I'm not, but man, I just got to ask, how do you get into something like B2B funnel building? James Smiley: Yeah, no, thanks, Steve. Super excited to be here hanging out with you guys, and I'll just start by saying massive, massive ClickFunnels fan. Being following you guys since before ClickFunnels. I was actually working at- Steve Larsen: Oh, really? James Smiley: Yeah. I was following Russell from some research that we were doing at a big company that I was consulting with, and we were trying to figure out how big was this internet marketing thing going to be and content ... It was really content and where was content going. It was really cool. It's just been awesome to see everything that's happened and been a massive consumer of everything that you guys do, so thanks for everything you guys are doing. I guess to directly share how can somebody go from being an internet marketer or running an agency, or whatever they do now into getting B2B clients, I think one of the things I try to share with people is you've got to get face to face with these kind of people... I think your chances go up exponentially if you can get face to face with them. One of the things that I've been doing and having a lot of success in the past couple years is running a webinar, mini webinar type of system where you could be running a lead or you could be running a lead ad or a Facebook ad or something, and running that into a small auto-webinar kind of scenario. Believe it or not, even removing the login aspect, we've seen a lot of success. We've gotten a tremendous amount of appointments by sending a LinkedIn ad or a YouTube ad directly to a website, to a ClickFunnels page, where it's auto playing myself or one of our sales reps or whatnot, and then from there, they can just click to book, to book a meeting. Steve Larsen: And that's the main goal? You don't do anything else besides that's just the main goal, the interaction from? James Smiley: Yeah. Something that I've used for a long time, I actually learned this I want to say it was like in 2004 or 5, at a Chet Holmes event. Chet Holmes, Tony Robbins event. I think it was called Ultimate Business Mastery a long time ago. Steve Larsen: Sure. James Smiley: But I learned about the ideal thing to do is to try to broaden and generalize more your message and really hit on something that's new, cutting edge, innovative. Chet taught us year ago to do things like an executive report or an executive summary, and nowadays with technology, it's pretty easy to come up with something innovative. You can look up online really innovative videos and blogs, and what are the trends in such and such technology. And then essentially what we're doing is we're saying, we're running an ad saying, "Mr. or Mrs. executive. Are you prepared for the 2020 blah blah blah revolution?" Or, "Are you prepared for this and this? Join a three minute webinar," whatever you want to call it, "And let me explain it to you." The person there explaining it is my sales rep. Steve Larsen: Interesting. James Smiley: Yeah, and then at the end he or she is saying, "Well, I'd love to follow-up with you. I'd love to give you this $600,000 of research that we've done" or whatever that number is, "Book an appointment right now and I can give you this guide, I can hand you this guide," or whatever. We would always try to get face to face with them if we can. Steve Larsen: So do you run these local just to where you are mostly? Or I mean, you're getting on a plane? You're flying out to them a lot? James Smiley: Yeah. I think it really depends on what kind of business you're running. When I worked for much larger companies, our territory was across the nation, but in more of an agency model I've helped some internet marketers in the space, it's easy to set up a local roadshow or those kind of things through your town or through your city, where you can go and present some information. Really hot things I would think would be for your guys' audience maybe like where is Facebook going to take business in the next three years? And, are the companies in your area prepared for that? You can run a local ad saying, "Hey, I'm booking nine meetings" or, "Six meetings and this is a local tour that we're doing and it's a $3000 event and I'll do it for free, and I'll come to your office, but here's the deal. Number one, the owner has to be there, and then number two, you have to give me X amount of time," or something like that. You put some stipulations on it, but if you can get in front of them, your chances are going to go tremendously. Utilizing the web system and the web tools and the web automation that you guys have set up, and I really like Russell's two step follow-up process that you guys use. I believe for like high ticket sales and stuff. We use a very similar approach. I would say a lot of the times it's one person versus two, but the psychology's actually exactly the same as a two step, so that might help people when they get on the phone with somebody, knowing what to do and where to take it next, but yeah. Steve Larsen: That's amazing. That's really cool. I mean, we're always ... Go ahead. James Smiley: I've done this with as big as companies that are in the government all the way down to when I ... I think I was one of Dan Henry's first 50 or 60 students. Steve Larsen: Sure. James Smiley: When I buy even a course like that, I'll just go implement it right away. I want to know, I want to know everything in the first 10 days or so, so I went out and booked a ton of small appointments and went out there and did it. The same process works whether you're going after a chiropractor or whether you're going after a Fortune 2000 or somebody in the government. Steve Larsen: That's amazing. Because this kind of approach, I mean, the core of what we usually teach is usually, "Hey, let's do a free plus shipping offer. Here's this little $7 thing." That's not really the same approach you're going to use when you go to B2B, but the same principles certainly apply of sales. This is cool... I've never seen this before, that's awesome. I want to ask more about you personally, right after this too, but you're saying funnel wise ... Go ahead. James Smiley: You're right. Like, the psychology is the same, which is when I read the DotCom Secrets book, I was like, "This is right on." Even in my industry, I was like, "I don't know if you guys fully understand like how big it is in my industry." I mean, it's huge. Steve Larsen: It's massive, dude. I read it when I was laying out, holding my M16 out there and I was reading this thing and I was like, "This is changing everything" and all these startups were like, "Shut up Larsen." I was like, "No, I don't think you get it. This book's amazing." Sorry. Just a little testimonial there. James Smiley: And I would say the comprehensiveness of that, I mean it's just scripted out for you. It's the most complete book I've ever seen on this kind of stuff. The other thing I was going to inject, too, Steve, is a lot of people say, "Okay, I can get that meeting. What do I sell them? What do companies want? What are the sweet spots?" I'll share some of the things that we're doing and seen a lot of success with, so we're seeing a lot of success with companies that are five million to about 15 million. Steve Larsen: That's the sweet spot for you, right? With this funnel. James Smiley: It's a sweet spot that it's almost downmarket from where I usually play. I usually play in the 10 to 100 million dollar client range, but I've found the ease of getting into clients that are between five and 15 million is unbelievable. If you look at how many businesses in the last three to five years have gotten into that four, five, six, seven million dollar range, it's astronomical. The small and medium sized business has exploded and so most of these owners have gotten there because of some innovation, some relationship they built, some partnerships, some new technology or new industry that came out, and they almost, when you get with them, they almost don't fully understand how they got there. But they're just happy they did, right? Which anybody would be, and so- Steve Larsen: So like the people that have like, they've figured out enough stuff to get that far but they're ... That's kind of an interesting filter, though, as far as cool clients to have. That's interesting. James Smiley: Yeah. The beauty of these people, these companies, is number one they have money. Number two, they reach a plateau where their main goal of the executive staff, the CFO, these people, is they're just trying to maintain revenue and herd the cats. Steve Larsen: Sure. James Smiley: They don't want revenue drop off, right? I mean, it's a generalization, but I can tell you through Gartner and Forrester and all these market research firms that I've been fortunate enough to see what the data is, these companies that are in this small and medium sized world, they have no real focus on sales anymore because they're just trying to maintain the revenue that they just ramped up in the last one to five years. Steve Larsen: Interesting. James Smiley: So you come in, right? Or any of your followers who have an agency or whatever, and the great questions to ask them is, "How does your pipeline look? How does your sales funnel look? What's your cost per acquisition? What's your cost per lead?" It's astonishing. I would say over 9 out of 10, almost 95% of the time they will not know how to answer that. Steve Larsen: Wow. James Smiley: You talk to a 10 million dollar company, they don't know what their cost to acquire a customer is, what their cost per lead is. Steve Larsen: Wow. Truly is an accident then, which makes you the hero. That's awesome. James Smiley: Yeah, so you come in with that angle and then it's funny, like the main thing we lead with is funnels, right? It's the main thing we lead in. We say, "Are you getting leads online? Are you using online automation? Are you using social media?" 9 out of 10 times, maybe more than that, they're going to say, "No, not really but we've heard about it" or, "We're thinking it." Steve Larsen: "We posted on Facebook once. We have a page we don't do anything with." James Smiley: Yeah, like one of my clients is a big company in California. They're a top tech company, and they were telling me that when I asked them these questions they said, "Well, we have a marketing agency that did our website and then a year ago they said, 'Hey, do you want us to run Facebook ads?'" This is very typical, right? Marketing company- Steve Larsen: Sure. James Smiley: ... they know branding, they don't really know leads, sales, or want to be responsible or on the hook for sales, but they know branding, they know the four Ps of marketing, all that stuff, right? Steve Larsen: Yeah. James Smiley: They watch an Etsy video or YouTube, or took a class, and now they're Facebook ad experts. Here I come into a client, they're spending 5 to $6000 a month on Facebook ads, and all the agency is doing is boosting their posts. Steve Larsen: Like, with no other strategy. James Smiley: I could not believe that. I was like, "You're paying this company thousands of dollars, plus you're earning five grand of your own money, and all they're doing is boosting your post? That's not even an ad. That's not like a real ad." Steve Larsen: No. I could do that, and I don't even know Facebook very well. That's easy. James Smiley: Yeah. They had done this full fledge for about three months. Steve Larsen: Wow. James Smiley: They ramped into it and then they said, "We're all in, five grand a month." I said, "How many sales have you ever made in those three months?" They said, "Zero." I said, "So you've spent over $15,000 in ads and you don't have one trackable sale?" He said, "Yeah." He said, "Can you help us with that?" It's like, once you get in the door, you'd be surprised how many of these big companies are disorganized in that area and they're looking for somebody to help them. Steve Larsen: That's so cool. That's so cool. I mean, right before this we were chatting, and you were talking about, "Hey." I mean, there's this process you go through while you're with them. Do you mind taking us through that, like the outline you have in your head? James Smiley: Yeah. One of the things that I'll train people on is when you're in a meeting, when you get face to face with somebody, there's really three things that you need to know before you close, okay? Here's one thing about closing is if a sale is moving too fast and it's a big sale, something is drastically wrong, okay? Steve Larsen: Which is such the opposite thing you want to know and here. James Smiley: It's almost like the opposite of true internet marketing, where it's like you want speed, you want traction, right? With these big companies, very few times does one person make the decision. Nobody really wants to be on the hook if there's a downside, but everybody wants to wave the flag if there's an upside. When you're coming in, you have to understand that there's going to be ... B2B is more of a chess match and you have to understand how the chess match is played and why people want you in there. Believe it or not, the bigger the company, it's not always about revenue and it's not always about sales... It's usually about the bigger the company, and I'm just saying this so people understand, that most of the time the motivation, the influential factor is going to be somebody wants a promotion, somebody wants to look good, something like that. Steve Larsen: Just to follow-up with that real quick, what's your strategy to make sure you're actually pitching the decision maker, you know what I mean? Because otherwise, I could see you literally pitching everybody, you know what I mean? James Smiley: Yeah. One of the things that I do when we're warming up leads and booking meetings is so number one, we're trying to get a face to face meeting. Number two, if we're going to do an onsite seminar or something like that, we require the business, the decision maker to be there, or we'll say, "Or we'll charge you." Steve Larsen: Interesting. James Smiley: The decision maker has to be there or we'll send you an invoice, and they have to stay the whole time. If you don't set those parameters, 80% of the time you're going to get some marketing manager who's just basically stealing your ideas and going to go tell the boss that now they're smarter. You've got to get the decision maker there when you're presenting and being the guru. Steve Larsen: And you're presenting in their office, with them, as like a roadshow, part of your funnel basically? James Smiley: Yeah, that's been a big thing that we've done the past five, six, seven years. I've done it at a number of different companies, big companies, small startups, all those kind of things, and for my own agency, and it's worked really well. If you can't get into meetings, the next best thing, something that and I'll just throw this out there for your audience as well, just like a backend hack that we're using, is something that works really, really well is to set up your own Meetup.com or network with somebody who runs a Meetup.com. Say, "Hey, I'm an XYZ expert." "I'm a Facebook ad expert," "I'm an online automation expert," and say, "I do this seminar and we've done it, the value of it is thousands of dollars, but I'll do it for your people for free if you can get 10 people or 20 people in the room." Then, so you can use Facebook, you can use all the little event invites apps to get people there. You can use Meetup.com. For a while, we ran our own Meetup.com here when we we're just getting established in Dallas. Here's the thing about B2B that's different, is you only need like one or two or three really good people in the room to make a six figure income. Steve Larsen: Yeah. That's ... Wow, yeah. James Smiley: Yeah. One of the most profitable meetings in the past, or really this year that I did, was with one person. This person was a big business owner, big time networker, multimillionaire, and it was just to him, and I talked to him and wrote all over his whiteboard for an hour and a half, and then he referred me to my biggest client this year, which I mean, getting a five and six figure deal is pretty common in the B2B space. Steve Larsen: Sure, which is just crazy for so many people who are just starting this game. Like, that blows their mind. "One deal, six figures, what?" But that's the kind of stuff that you kept dropping on my Voxer and I was like, "Who is this guy?" James Smiley: Yeah. Really, some of the people that I've been helping is the ideal scenario for somebody like me, is to go there, win that relationship, keep up the corporate relations, and broker out the services on the backend to people. I've got a network of trusted people. If I need email copy, if I need funnels, if I need Facebook ads, you know what I mean?... That's an ideal scenario for somebody like me. I would say when you start out, try to do as much as you can so you learn the process inside and out, but it's amazing how much money you can make versus how much time you put in. I always have people say, they're like, "James, you have four kids, married for 13 years, great marriage, you seem like you" ... I used to be a pro fisherman, pro bass fisherman, so I fish a lot, I have all these fishing pictures, I run an info product for fishing. Steve Larsen: Wow. James Smiley: They're like, "How do you do all this stuff? You have this huge business, and you're speaking at these conferences and stuff." I'm like, it's the B2B space that I play in where I only need less than a handful of clients at a time, and they're going to more than take care of me. I would say something that's really important and I don't want to be one of those people to paint a false reality here. You've got to know how to fire your own client when you're in this game. Steve Larsen: Do you do it a lot? James Smiley: I would say I turn down about 50% of the people who say they want to work with me. Steve Larsen: That makes me feel better because I fire a lot of people. Fire your own customer, yeah, okay. James Smiley: Yeah, it might even be more. Whereas, if I feel like I'm going to get into something and as soon as something goes wrong they're going to blame me, like it could be anything, something in marketing, revenue, CFO doesn't ... Whatever. I'm out of there, you know? Steve Larsen: Totally, yeah. There was a guy, like just recently, and he ran up to me and he's like, "Hey." He's offering me 50-100 grand for me to build a funnel and I was like, "Hey, that's really cool" and it was like a drop in the hat, really easy one that I knew it'd like double sales and all this stuff, but it was simply because ... I said no to him just because I didn't think we'd get along. That sounds ludicrous to people but I don't want to get into this relationship with someone where it's like just hell the whole way, you know? James Smiley: Yeah. Steve Larsen: It's like, "Oh." Yeah, anyway. James Smiley: Yeah. I mean- Steve Larsen: The key is firing more than hiring almost, you know? Just be really picky with those high end ones. That's the biggest thing, [inaudible 00:23:48]. James Smiley: Yeah. Something to piggyback off that, Steve, is you want to make sure you're set up as a corporate entity, a minimum of an LLC. Because you're dealing with big clients and they have lawyers, so- Steve Larsen: Got you. James Smiley: I mean, I've been able to navigate the waters and stay out of any of that, but this is not like working with a three-man show down at the local strip mall area, you know what I mean? Steve Larsen: Sure, yeah. James Smiley: If something goes wrong, the CFO's not going to take the heat. He's going to shift it to somebody else, and so you just need to be prepared for that. Make sure that you don't get into those type of relationships on the frontend, that's the best thing you can do to protect yourself. Steve Larsen: Right, that's interesting. I mean, when you first got started doing this, I'm sure you had your own legal documents and all this stuff. I mean, did you spend a lot ... Probably more time obviously than the average person, just setting up the legal aspects of it? James Smiley: Yeah. I hired a coach to make sure I did everything right. Steve Larsen: Oh, cool. James Smiley: I'm big into coaching, have always been, and so yeah, I hired somebody just to make sure that I had all that buttoned up. It's not as complicated as I thought, but I'd rather be safe than sorry on that end. Steve Larsen: Sure. James Smiley: A lot of these companies, they're legacy business models and legacy leadership styles. They're not going to be all about handshake deals a lot, so you're going to need decent contracts and things like that. Out clauses. You don't ever want to get stuck to where you can't get out. You always want there to be a way for you to step out without any repercussion. That's a big thing, yeah. Steve Larsen: You've gone through and you ... I mean, you showed me how you got the leads. Totally genius funnel, and Meetup.com, ah, I wonder why I've never thought of that before. Like, people go to those. James Smiley: crosstalk... Steve Larsen: Like, that's such a, that's perfect for that industry. Anyway. James Smiley: Yeah. We've ran them, like digital marketing ones, like 5-10 people would show up the first meeting. We ran technology ones, you'll get a ton of people. Meetup.com, there's people there. Once you schedule that, you can rally all your social media channels and get more people there, but yeah, I mean we've ... Let me give people a hack on how where to have this meeting, right? You don't want to have it home or something, and you may not have a place of business. The best places I've found is number one, a really nice local library. Steve Larsen: Really? James Smiley: Yeah. Like, I'm here in Frisco, Texas, just a local library. There's a great meeting space, projectors, all that stuff, and it's free. As long as you're a card carrying member of the library. Steve Larsen: Which takes like five seconds. James Smiley: That's right. Steve Larsen: Yeah... James Smiley: It's funny, this lady actually asked me, "Are you a card carrying member?" I'm like, "Um, that sounds like a little bit more than" ... A card carrying member of the library. Steve Larsen: "Where's the bouncer?" James Smiley: The other really cool place is the Microsoft stores, if you have a Microsoft store in your town or city. They usually have a business center that's attached to it, and you can go in there, and as long as you're not ... I hate to say this, but as long as you're not bringing an Apple computer, and a Windows computer, there are hookups and everything, and just- Steve Larsen: Wow. James Smiley: ... A really cool free innovative space. You just call down there and say, "Hey, I want to book a business meeting." They love it because a bunch of business executives are going to come and be around their technology, so they'll let you come in for free. That's two easy places to have it. The third one is I'll ask somebody, a company, if they want to sponsor the location. That actually works really well, because you'll usually have somebody who wants to show off or maybe wants to create opportunity for themselves, so they'll host it in their own building. Steve Larsen: Wow. James Smiley: That's the third way we've done it and it works out really well. Steve Larsen: Do you end up selling a lot of times the sponsor on your services? I can imagine that they'd get interested, too. That's [crosstalk 00:28:07]. James Smiley: We will sell everybody in the meeting. We'll sell to everybody, yeah. Steve Larsen: Do you mind going into how you run the meeting itself? Like, what do you do in there? "Hey guys, want to build a funnel?" James Smiley: Yeah. Surprisingly when I first downloaded Webinar Secrets and all these online methodologies, it's actually very similar. Steve Larsen: I thought so. I was wondering if it was ... Okay, yeah. Nevermind, go on. James Smiley: Yeah. That's why the more that I've unraveled all the things that you guys are putting out, number one I've personally spent over $10,000 on your guys' stuff. I mean, Steal Your Funnel, Let The Show, everything. Your guys' stuff has been rock solid and I actually consume it, right? Steve Larsen: Sure. James Smiley: As I've been consuming it, I'm like, "This is so unbelievably productive in my area." Like, you could actually take the content of some of these things and just say, "Hey, B2B, fill your funnel. B2B, sales presentations." It would open up the doors tremendously. Steve Larsen: That's all I did in that first info product, actually. I was in college, I read DotCom Secrets, I was obsessed with it, and I held a three hour meeting in a stranger's home with tons of people and I recorded it. It was the same content. They were like, "Brilliant." James Smiley: Yeah. It's amazing, like one of the biggest things that people are going to need when they're starting out is they're going to need credibility. Usually people will give you a shot, you can set up one of these meetings in a couple weeks, and actually have it. Like, in 10 days from now you can have your first meeting and have people there. But you're going to want to make sure you record it, the audio. You can go onto Amazon.com, there's a $20 Bouyer microphone that has a 20 foot extension. You can lapel it up onto yourself, so you can record what you're doing. Number two, you want to get somebody to take some photos so you have photos. All those kind of things help you build credibility, so as you continue to move forward, you can use those photos, use the recording, all those things as promotional items and those kind of things. Steve Larsen: Interesting. James Smiley: Yeah, and then once you get into the meeting, the general structure is in the very beginning I will absolutely try to wow with something big. Like, the biggest headline I can come up with, and so in my career, I was able to grow two zero to 20 million dollar businesses, new lines of business, like from nothing to over 20 million. Steve Larsen: Oh, my gosh. James Smiley: And I did two of those before I was 35. Steve Larsen: Holy crap. James Smiley: Yeah, so that's usually the line I'll start out with. I'll say, "I'm going to tell you the backend secrets of how I grew two zero to 20 million dollar businesses for two different companies, and how I did it before I was 35, and maybe some of that will be helpful for you guys. Would you guys be onboard if I shared that with you?" Steve Larsen: what... James Smiley: Yeah, exactly. Steve Larsen: Cool. James Smiley: That shocks them, and then you go into like the three step process you use is awesome. Then, on the backend, the biggest thing you want to do is push them to one on one meeting. Like, you'll get people just the hot leads are going to walk right up to you, but try to push everybody to a meeting. If you can get 10 people or let's say you only get five people in the room, if you can book half of those people and then close one of them, that could be easily a five figure deal, easily a five figure deal. Steve Larsen: Interesting. James Smiley: So, yeah, I mean and that's just with five, you know? Steve Larsen: Right. James Smiley: But it's surprising. When you think of psychology of what we're doing, the more I read the stuff you guys put out, I'm like, "Wow, this just crystallizes what we've been working on." Like, it streamlined everything we've been doing. Steve Larsen: That's cool. James Smiley: Yeah, it's been really cool. Steve Larsen: You just barely touched on, so you go through, use some of the Perfect Webinar script which we ... Russell's always mentioned he regrets that he called it that because it's used way more places than just a webinar. Then, you're trying to push to a one on one with them which is awesome, booking and closing them. The one part that you kind of mentioned before the call, so I'm like biting at the bit to try ... I want to hear about also, because every single one that you ever talked about with me was like these huge deals with these very well known companies. I'm just not sure if I'm allowed to say the names so I'm not, but like, "Whoa, that's crazy." How do you structure a five and six figure kind of deal? James Smiley: Yeah, good question. I'll just reveal what we do and hopefully that helps your audience. The three things that mentally in my head, when I get to a one on one meeting, whether that's a phone call, but ideally it's face to face, is I'm looking for is there a need? Like, do they really have a need for my results? I'm pushing results, what I've done, and here's a simple hack I've taught new sales reps. I mean, I had a sales rep come in who was a used car salesman, and at AT&T he ended up being one of the top salesmen in the entire country among 10,000 sales reps and he was a used car salesman. I've taught them this strategy of if you don't have a true result, just Google a result in that industry for that type of service or technology. There's stories out there, there's blogs, there's videos, and you want to be able to share some type of result. Like, "People who used this, this is the type of result they're getting." Like if you can't honestly say, "My clients are doing this," or, "Your competitor who works with me is doing this," then at least share something in the industry. It will help you move the conversation forward. You need them to anchor on a result, and I will keep going back to, "So is that the kind of result that you guys want in your business?" Or, somehow I might say, "What would it do for you guys? I mean, I know you guys have a lot going on, but what it would do if you were able to get that kind of result? Do you actually think you could handle that amount of leads or would I absolutely swamp you?" Once I can get them to anchor on a result, I'm trying to see like is there really a need with that, right? Once I've established that, and a lot of times if I don't understand it, I will just ask them. I'll say, "Do you actually need this or do you just think it's cool? Like, do you need that result? Will it actually help your business?" Stakeholder, board members, VC angel investors, will those guys care or how big is this, right? Number one is need. Number two ... Go ahead. Steve Larsen: Yeah, I just wanted to touch on that. Because that's actually a very stark difference between what we do and sounds like B2B funnels. We always tell people what they want. If we try and sell people what they need, most of the time you don't make a lot of money with B2C, you know? In that category. That's interesting. You specifically go for the ... That makes sense, too. These big companies, they've got a bunch of cash, they're trying to figure out how to plug the holes in. That's probably their mindset anyway, that's fascinating. That's a big difference. James Smiley: Yeah no, that's a very good point. I would say one of the things that I've seen a contrast between what the internet marketing world as I understood it and consumed it to be, and B2B, is in B2B there's not as much emotional decisions. People who make emotional decisions do not stay in executive leadership very long. It's like the bigger a company gets, the less agile they get, right? Steve Larsen: Sure. James Smiley: I ran innovation at AT&T, I did some stuff with Facebook. When you deal with these bigger companies they'll talk about ... I ran an innovation center, but I would always say, "What are we innovating?" You know? Steve Larsen: Sure. James Smiley: Because when you're a big company, you can't make as many mistakes because when you make a mistake, that could tank your stock price three bucks, which is billions of dollars. Steve Larsen: Interesting. They're all walking on eggshells all the time, that's interesting. James Smiley: Yeah, so people want sign off, approvals, and all those kind of things, and so it's important to have someone inside the business, ideally the key decision maker, the owner, who's your champion. Very key to have a champion, someone who's willing to champion it internally, in the business, but I would not try to push to one call closes and those kind of things as much, because a lot of times there are influential factors. Like, if a CEO makes a decision and he spends money on you but then this other part of the business is going under, somebody, like the CFO, the board, whatever, could say, "Well, why did you shift money there versus over on this side?" There's a lot of factors that take place, and so, although I am absolutely pushing them to make an emotional decision, so I'm actually trying to push on that want feeling more, but I'm presenting it more as a need is maybe the way I would say that. Steve Larsen: Oh, that's clever. I love that. James Smiley: Number one need, the next thing I'll go to in the meeting is I will ask them directly, "Perfect. I mean, that's cool. I know we can do it. You've got the right person" type of thing, and then I'll say, "So what's your timeline to get this done? When would it be good for you to get this done? When do you want it done?" Once again, if a sale is moving too fast and they're just skipping over this stuff, something's going to fall on the backend, and you're not going to close the sale. You need to establish a need and get common agreement there. Then, you need to establish and get common agreement on a timeline. They may say, "I need all these results in two weeks." You're running LinkedIn or Facebook ads or whatever and you go, "That ain't happening." So, you need to understand the timeline, and that's going to set expectations, right? If you can agreement there, the next question I'll ask is the most important, which is about the money. I'll say, "So, you want these results, we've already talked about how you think you can generate $8000 a month more or $8000 a week more," whatever. Steve Larsen: Wow. James Smiley: "What's your budget to be able to" ... "What are you willing to invest to be able to do that?" I'll tell you, like 90% of the time, somebody's not going to come back and say, "I have $200,000 free cash flow." But you will find out with that question if they don't have a budget. I mean, most of the time, you're going to find out if they don't and that's key, right? Like, if somebody comes back to me and says, "I can probably carve out like 6 to $8000 this year for you," that's not my client, you know? Steve Larsen: Sure. James Smiley: Although it could be a great relationship for a lot of people, it's not my client. Steve Larsen: If they don't have a budget, do you walk then? James Smiley: Yes. Steve Larsen: That's awesome. James Smiley: Yep. I've got a playbook that I'll usually leave with them that during the meeting, I'm kind of like writing a few notes, a few ideas. I'm wowing them with the type of results and if they start asking you, they might start asking you details about, "Well, why are you an expert at this?" I might go into different ways to create audiences and as I'm telling them hacks and things like that, I'll be writing those down. Then, I end up leaving that behind with them, so it's something nice that we leave behind. But typically, the only three things that I need to know is is there a need? Is there a timeline? Is there a budget? That goes for whether I'm working with somebody in the government, so whether I'm working with a Fortune 10 or a new startup or an individual. Steve Larsen: That's amazing. That's amazing. Holy crap. That's really cool. It's neat to see how you pulling off on their ... I mean, I always tell people, "The customer's not always right, the customer's not always right." Whoever said that phrase was just totally wrong and not in business, or read about it in a book or something. It's call to see you sifting and sorting out people like that. James Smiley: Yeah, and there for time, I know we're going to be cutting close here, do you want me to share how to structure the price tag? Steve Larsen: That would be awesome, actually. That's a big question I've got for it, as well, yeah. James Smiley: Yeah, so I've learned this over the years. When I was in my 20s, I would always screw this up. When I got in my late 20s, early 30s, I just started figuring out, now I feel like I've really crystallized this, so what you want to do, especially if you're an individual consultant or running a small agency, is number one, you're going to probably laugh at how similar this is to what you guys do. It's actually the same exact psychology, just a little bit different on how you present it. But the first thing I do is I'll say ... So, if I were working at such and such a company ... So, a live example would be when I was at AT&T, I was in what's called the "high-po" program, the high potential executives program, so I was on a fast track to be an executive in the company. Essentially, around October of this year, I left a couple of years ago, but around October this year there was a high likelihood I would be at a VP or some type of executive or something like that, as long as I was progressing, right? Steve Larsen: Sure. James Smiley: So what I tell them is, that kind of a job ... So I left that and I say, "Now, that's a 300 to $500,000 a year job." That's kind of where I start, you know? It's really important that when you present that figure of what your true full value is, it's important that they believe it, okay? When I was younger, I used to just zoom by it and I was kind of embarrassed. Like, if you can't anchor off of that, because that actually becomes your high price tag, where then you start doing a price drop, right? Similar to what all these guys do, what you guys teach. You want to anchor off of what's your absolute highest value, and be honest. If you're a $80,000 person, say you're 80. If you're a 100, say you're a 100. If you're 50, say you're 50, but so you anchor off that and then so in their mind they're going, "I want that result, but crap, I can't afford that." Then, the next thing you bridge to is you say, "So not only am I at least a 3 to $500,000 employee, but you look at some of my competitors who offer this service," and trust me, there's always going to be someone who's more pricier than you, than me, right? So you say, "Some of competitors and you may know these guys, this guy or this guy, they charge 400 to $600,000 for this service. In fact, just to have this meeting could be $2000." Now, they're going, "Dude, this was a great meeting but I don't have that kind of meeting," but they have to believe that you're worth it or that somebody would actually pay you for that, okay? If they don't believe- Steve Larsen: How are you doing that? Yeah, how are you anchoring that? James Smiley: You set it up in the very beginning. From when you come in, when somebody says ... I was meeting with, a sales meeting with Siemens' CO not that long ago and I don't know the guy. A partner of mine brought me in and he sits me in, I'm the youngest guy in the room and he looks me dead in the eye, shakes my hand with a big old smile, he says, "James, tell me something about yourself." Just right away, no introduction, "Tell me about" ... That's very common, right? Steve Larsen: Sure. James Smiley: The last thing you want to do is go through your resume. They're not actually asking you, "Tell me your resume." The thing you want to say is what are your results. What are the things you've done that are huge, the big headlines. That's where, instead of saying, "Well, when I first got into technology," you're losing the sale already. The first thing you want to say, "Well, what's really cool is I sold this deal and had this partnership and I've been able to help these logos, and I've been in this publication, or I have a book." You want to almost give your sales pitch, like your value proposition to the world, you know? Like what are your big headlines? In the very beginning they're going, "Wow, this person's pretty high level. This person is much more high level than our marketing managers." Steve Larsen: That's interesting. You're not necessarily telling the origin story, but you're telling ... You're in the testimonial phase of what you've done. Okay. I'm just putting it in my head where you're going, okay. James Smiley: Yes. The only thing I teach people to talk about, I've told hundreds of sales reps this, the only thing you want to share is your results. You want to share what you've done, who've you've helped, what their ROI was. Don't talk about, "I've been in the industry for 22 years." No one cares about that stuff because most people have been in the industry for XX amount of years. Steve Larsen: Sure, especially if the CEO, if they're like, "Yeah, I've been here forever." James Smiley: Yeah, yeah. That's not impressive and I would say the same thing in terms of how you fill out your LinkedIn. If you're not established in the industry, don't make your LinkedIn a resume. Make your LinkedIn from top to bottom, all about results. You'll see a significant difference in the type of people that want to engage with you, and so yeah, do you want me to come back to the price tag thing? Steve Larsen: Oh heck yeah, yeah. This is awesome. I'm just trying to keep you going. I don't want to turn it off. This is awesome. James Smiley: Yeah, this is fun. I'm going to anchor on a super high price tag that I'm worth as a full time employee, working at a corporation, working 40 to 60 hours a week, whatever that is, and then I'll bridge it to, "Okay, this is what my competitors are worth and this is what they charge you, and hey, you might even talk to one of these guys, right?" A lot of times they're like, "Yeah, I've heard about them and man, this is way too pricey." Then, I'll start to back it into typically, I would charge $150,000 for something like this. When I present that, I'm saying, I start off with, "In order for me to drive 1.2 million dollars of new sales revenue" or whatever that is, right? I actually try not to lean as much on revenue. I'll lean more towards a different metric. I'll try to anchor on a different metric like, "In order for me to double your leads, in order for me to 4X your leads, or in order for me to take your cost per lead to this number," right? I'll try to stay off of the revenue number now. I learned that when I was really young. I used to just talk about revenue, but it's better to talk about something slightly different, something that's a little bit more easily measurable for something that I can deliver. Then so I'll say, "In order for me to do this, you think about the impact and what that could do to your revenue, how it could double, triple your revenue, how it could make you" ... I won't say this directly but essentially I'll hit on something like, "How it could make you look better to your boss, to your board, how much more money you can get from your VCs," right? I'll hit on that. Then, I'll say, "In order for me to do that, it's a deal at $150,000." Now, I've established like, "Okay, there's a price tag," and now they're like, "Oh crap." The very next thing I step into, and you have to snap to this quick is, "The only thing we need to know together here is do you want this result? I f you want that, I can always find a way to help you pay for it." Once you say that line, now they're like, "Oh cool. Awesome." They're with you, right? Now they're like, "Okay, help me pay for this." That's where you can break it into different structures, where you can do ... If I can, I'll try to do half up front and then take the rest and divide it over six months or 10 months or whatever you want to do. Make sure you have a good contract there, so if they cancel, there's a ... We try to do a 60 day out, so if they want to cancel today, they still have to pay two more months, so we'll include a lot of those clauses in there. They can't just drop us on a dime. We tell them, "Look, you're a big company." Every partnership will end at some point, every one. You're never linked at the hip with a company forever, so the contracts are set up to help you make sure that when those departures happen that everyone's on the same page. What I'll say is, "You don't want me just to leave and all your ads are running and all this stuff, right? The clause is something that makes it a smooth transition for both of us, to make sure that you're covered, that you guys have exposure, those kind of things, added risk, just because maybe I find a better client." I wouldn't say it like that, but you know, whatever... Yeah, and then a lot of people will ask you in the contracting process about, they'll say, "Well, I don't know if I want a commitment. I want it month to month. Do you do month to month?" I will say this, I'll say, "I don't and here's why. One is if there's no commitment, I can drop you like a dime because there's a lot of you. There's only one of me, but there's a lot of you, so you have to- Steve Larsen: Great line. James Smiley: Yeah. So, I may not say that directly, but I'm just trying to be quick here. I'm going to turn the table there and say, "Do you just want me to leave?" That's where they're usually like, "Oh, yeah, yeah, yeah. Okay, yeah. We want some type of commitment. We don't want you to just run off to our competitors," right? Steve Larsen: Yeah. James Smiley: So yeah, that's something I'll do in the contracting process as well, is try to make sure that I'm not just going to get left out in the cold, protecting myself, protecting my revenues so it's more predictable. Most companies are not just going to drop it all upfront unless they're more government related, those kind of things, or if you're backing up on their fiscal year they might just drop some cash like that. But yeah, I mean, most of the time they're going to want some type of structure and so the best is to do half upfront if you can. It's very typical in contracts to see that. The next best would be make them pay some balloon payment upfront, and say, "Guys, you guys know, to set this up, it's a thousand times harder to set it up than to maintain it three months later, so I need to make sure I'm not running on a negative." I always say things, when it comes down to cost, the big thing you want to inject is, "As you can imagine, I've got a million people. I can go down to all your competitors, they would all want to work with me on this. I just need to make sure that I'm paid so that this keeps my attention, so my attention's on it." That's actually true. Steve Larsen: It is, 100%, yeah. James Smiley: It's so true, yeah. Like, when you're getting paid $500 or $1000 a month, you're like, "$1000, I'm trying to get to 12,000," it's so small, right? Steve Larsen: Yeah, it is small. James Smiley: But if somebody's paying you 5000 or 12,000, it's a much bigger deal, right? That's one thing that I'll try to inject, is you're paying to make sure that my attention stays on it. I'll inject that. Another thing, if I'm having problems closing or adjusting price is I will bring up that what you're really getting here, I'll talk about corporate positions, "Is you're getting a marketing manager, you're getting online strategic digital marketing VP, and you're getting a salesperson. Think about if you were to hire those people. Like, just the hiring process would cost you five figures or more, multi five figures, just to hire them," you know? Steve Larsen: Sure, sure. James Smiley: Then you're like, "Then you've got to maintain them, then you've got all the different things that come in with employees." Then I'll even throw it out. I'll say, "Look, if you want me to find you those three people, I know three really good ones. I can help you bring them on." They're looking at that price tag going, "Forget that." Those are some of the things that I do to try to work on price justification but if you can get down to selling them on the result and then you've set them at ease and say, "Look, my only job now is to help you. Let's work together to figure out how to pay for it, right?" They're like, "Yeah, let's have that discussion." Steve Larsen: That is so cool, because then you're not standing in there being the bad guy. Instead of standing forward face to face with them, now you're standing side by side. Oh, my gosh, that's awesome. That's cool. James Smiley: Yeah. It works. Steve Larsen: I mean obviously you're selling throughout. The sale's never going to end, even after you've made the end, the sale continues obviously, but when do you know that you have them? James Smiley: I know I have them when ... That's a great question. To me, I've learned it's more of a gut feel over time. I just get this gut feel like, "This one's going to work" but I think the reality of that is when I've got the decision maker, I've got agreement on time, on need, time, and budget, and the person is like anchoring with me on all the big anchors. The result, my value, my ultimate value. Like, when they're anchoring on those two things and they're sold on it, they're like ... I'm trying to close a $150,000 deal right now, and I've had the CEO tell me multiple times, because I'll throw it out there, I'll say, call him on his cellphone, "Hey man, are we going to sign it?" He's like, "Well," he's like, "Man," he's like, "Yeah, I need to get this done. We need to get this done." I'll say, "The other option, man, honestly, you can hire me out right. I will entertain that. If you want to bring that kind of contract forward." The first thing they do is go, "Dude, I can't afford that." I'm giving them a bargain, right? Steve Larsen: Sure, sure. James Smiley: Yeah, so when I know I've got them there, I've got them. The last thing I'll say is, it's a fine line between ... You want to keep pushing, you want to make them commit to, "Okay, cool, why don't you think about it and let's set up a meeting for Friday where we can finalize this?" You want to give them an end date. That's where the scarcity and all those kind of things come into play, and I will absolutely, 80% of the time they're going to drag their feet. It just happens, right? People don't want to be on the hook for signing a 100,000 or a 200,000 or a $50,000 deal, and there's always a level of unknown any time you sign a deal. It doesn't matter how good you know, what kind of testimony someone has, there's a level of unknown. You're like, "I don't know. I mean, I hope the guy does what he says, but I don't know." There's a level of risk that they're taking on, so that's why they drag their feet and it's important to ... Like, what's that saying in the seven highly habits? It's like, "7 Habits of Highly Effective People," it's like, "It's more important to understand than to be understood." The reason they're dragging their feed, you have to understand that. Most of the time it's because they don't want to be on the hook if something goes wrong. Steve Larsen: Which is why you set the positioning of being next to them, helping them pay for it. I'm assuming that helps like crazy. James Smiley: Yes. It's huge there and then also, as days go by, I'll say, "Hey man, as you know, we have marketing systems, automation out there, 24/7, 365. Just to let you know, I've got to move my business forward like you do every day, and so I've got some more leads in this area. I just want to know, how does it look? What's your level of confidence here that this is going to happen in the next week or two?" Steve Larsen: Oh, good question. James Smiley: You know what I mean? Steve Larsen: Yeah. James Smiley: That's a good gauging question, and so you need to inject, I just love when you guys talk about scarcity. Because I've been doing that my whole life but I've never called it that. It makes it so clear. Like, it's a word that you can always go to at the end of a sale. Like, "What do I need to do to create some scarcity and some urgency in this guy's mind?" You know? Steve Larsen: Right. That's interesting. Scarcity without saying, "Hey, I'm so hard to get a hold of that we should jump into bed together," you know what I mean? James Smiley: Yeah. B2B, most people are going to see through that stuff. You need to be genuine, for sure, yeah. Steve Larsen: That makes sense. Man, oh, my gosh, I wish there was more time. I have to actually leave and actually go build, but I'm blown away. This is insane. This is so cool. I've never had such a clear understanding of how someone actually pulls the funnels off in B2B. I've got another buddy who does them as well, but this is insane, though. You've gone through and just to recap, I always take notes every time I interview somebody, just because I learn so much, man. Especially, holy crap, this has been amazing. So obviously you went through how to structure the five to six figure price point, the price tag, and the deal, with the needs, timeline and, "What's the budget for this?" And actually start getting the money there. I love the process, the actual funnel itself. That's amazing... Every time that we teach somebody, "Hey, if you want to start going," like right now, in Two Comma Club Coaching, there's been a few people who have asked, "Hey, can I sell a $10,000 price point off of a webinar?" Most of the time, we usually say no. Like, by that price tag, you need to start getting them out. You've got to change the selling environment. You need to go and separate them from behind their computer and go get them somewhere. The fact that you say that first of all, the lead's coming through LinkedIn usually, then through some maybe auto-webinar, you're booking a call, and you're pushing them to an event where you're a traveling roadshow so, "Catch me because I'm leaving" kind of thing. Oh, my gosh, that's so cool, because you're changing that selling environment. Anyway, I have so many notes that I'm putting notes on my notes in between lines, so I can't even decipher them all no the spot right now but I will very shortly. Man, this has been fantastic. James Smiley: Yeah. I mean, I appreciated being able to share with you guys. Steve Larsen: Where can people find out about you? James Smiley: Yeah, thanks for that. JamesSmiley.org is the main site to go to. We're going to be doing, there's just been so much demand in the past couple months. Really, I would say last three or four months. I had a big press release and just different things, and I've had a lot of people say, "How do I do that?" We're going to put something together to start coaching people and helping them get into this. I'm really into personalization which is kind of my style, so I'm not going to do a traditional, "Hey," like most people would probably do it. Just, "Buy my online course" or something. We're going to do it a little bit more personal, but because I think if you're going to get into this space, that's where your head needs to start going no matter what. We put together some resources at JamesSmiley.org/sales, and there's a playbook that we've put together. This is a playbook that I used when we IPO'd a company called TeleNav. It was 350 million dollar a year revenue SaaS company. It was one of the most successful GPS technology companies out of Silicon Valley, but when I came in, I was the sixth employee and when I left there was like 400 employees. I ran sales from Los Angeles, all the way to the other side of the country, and so this kind of goes over how did we go about that process and how did we go about closing all those big deals and getting all those big partnerships done. It's really become a playbook for people when they go into a meeting. It tells them how you talk through the price tag, how do you even start generating B2B leads, and another cool thing that we just went ahead and put in this playbook is there's a PowerPoint presentation that's a template. It's like 100 slides. We had a big market research firm put this thing together, and so whenever I need to make a pitch, I'll go in there and grab three or four slides, and the graphics and everything is amazing. We actually paid $7000, we literally paid $7000 to have this thing made about two years ago. I'm just going to give that away in this playbook so you'll know how to generate leads, you'll have a really slick way to do your presentations so you'll look super professional, just slap your own logo and your own feature function benefits, and your results in there, and we'll teach you the system of how to close. One of the biggest things that you guys need is credibility, and if you're not an author, what I'm going to do is I'll include in here as maybe like a bonus, is I'll co-author a book with you, which is very likely to be an Amazon Best Seller. I've got a couple of those. Steve Larsen: Whoa. James Smiley: At least you'll be, you'll get the home study course, you'll get one on one time with me in the mastermind group, and then you'll also be a co-author of a best seller that you can use that as your business card, you know what I mean? Going into businesses- Steve Larsen: Wow. James Smiley: ... saying, "Oh yeah, by the way, here's something I wrote on Facebook ads. Here's something I wrote on online automation," or whatever. I'm hoping that's just a killer value and people would sign up for that, so that's... Steve Larsen: Good. Awesome, man. That's huge. James Smiley: Yeah, so hopefully that adds a ton of value to people who are trying to figure this thing out. It's at JamesSmiley.org/sales. You know what's just funny is like my passion truly is to help people and especially entrepreneurs. Like, that's where I came from, and one of the things that I started telling people last year when they started asking me about this is is, you know, I bet you when people first got into Facebook ads or they first got into whatever, that there was all this unknown, right? Steve Larsen: Right. James Smiley: But then a couple months later they're like, "I got this." That's the same thing here. I mean, once you get your first one or two down, you're going to feel like this is easy. The process becomes a lot easier. Steve Larsen: That's awesome. Well guys, thanks so much for listening, and thanks so much for James as well. The B2B expert, sales rep trainer, script writer, event thrower, sponsor getterer, pro bass fisherman. James Smiley: Woohoo. Steve Larsen: It's been amazing. I really appreciate it, and guys go to JamesSmiley.org/sales and get frankly, one of the coolest things anyone's ever given away on this show. Oh, my gosh, I'm going to go there right now and go opt-in as soon as we're done. Anyways, thanks so much man. James Smiley: Okay. Appreciate you guys, have a great day. 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.  

Pretend this message was for you and take it to heart. On today’s episode Russell and Steven talk about how they and others have been able to find their voice, figure out what they’re good at and be successful. Here are some of the cool things you will hear in this episode: Why no one is really successful overnight, you just don’t see the previous work put into their craft. Why you need to figure out what part of the game you are good at and focus on that, then find others who are good at the other pieces. And also hear about some of Russell’s inner circle members who have found success and why. So listen hear to find out what you need to do to make your business successful. ---Transcript--- Hey everyone, this is Russell. Welcome to the camping edition of Marketing Secrets Podcast. Hey you guys, I wanted to do a really special podcast today because I think for some reason that a lot of people thought this whole entrepreneurship business was going to be easy and they’re going to get rich quick and all these types of things and the reality is, it’s hard. It’s really hard, especially the first two or three years. You’ve got to find your voice, create your brand, build a movement, create products people actually want, figure out what you’re selling and how you’re selling it. There’s a lot that goes into it initially and I think that sometimes we get seduced by how quick and easy it is. Because overnight success stories of people making a million dollars in five months, come on the back of three or four years of work and effort and time. Recently one of our coaching clients, they’d been struggling, and I saw they were doing the motions and weren’t having success and I realized that the reason was they hadn’t put the time in ahead of time. I sent them a voxer, about a 15 minute vox message that went over this. I edited out from that message all the stuff that related to them, because it doesn’t matter who they are, but it was a message that I think everybody needs to hear and should hear. Because you have to realize there’s a lot that goes into it. Maybe there’s another business you can start, maybe you can go start an Amazon business or things like that where you just need to buy a product and post it and that’s how it is, but if you want to be a leader, expert, change the world, it takes time. People go to school for 12 years to try to get a job that pays them 50-100 grand a year. If you’re trying to become a multi-millionaire, you think that’s going to happen overnight. It takes energy. So I want you guys to listen to this voxer, hopefully it’s a coaching call for you. Think about the effort you’ve got to put into it, the team you need to build, who you need to become to have those huge successes. Another thing I talk about, a couple of people I mention. Anthony, I’m talking about Anthony DiClementi from Biohacking Secrets. I talk about Kaelin, if you look up lady boss weight loss, you’ll see Kaelin. I mention a couple of other inner circle members by name, I may not have said their full name, but that’s who they are, so you have some context. But listen to this voxer, use it as a personal coaching call for yourself and I hope that it gets you excited and fired up to put in the effort you need to take over the world and change people’s lives, so there you go, talk to you soon. Steve Larsen:  Hey what’s going on everyone, this is Steve Larsen and I work for Russell, I am his assistant and he’s asked me to go and clean up a lot of this podcast. So as you listen to this episode, just know that Russell is answering the question, “Really, if I’m just one funnel away, then how much farther away is that funnel?” Russell:  Yeah, I don’t know all the answers ever, but from my experience, I think you’re seeing people’s highlight reels and you’re not seeing the rest of it. Things can be short-cutted, they can speed up, but Anthony for example, if you knew Anthony’s whole story, it wasn’t like he became this Biohacking kid. Anthony was my coaching partner for three years and he was barely scraping by for three years in the weight loss market going hard and heavy targeting weight loss and women. Weight loss is by far the most competitive market on planet earth. So it’s like to be successful there you have to be super, a very unique angle, or have an amazing story, or deal with the best sales people, or best copywriters, or whatever to dominate. Anthony tried weight loss for the 3 ½ , 4 years that I knew him and struggled, struggled and for him to have success we had to shift from weight loss into a completely different angle, blue ocean, biohacking thing, and that’s where he’s finding success. But in that time, if you look at his story, he came down with Lyme disease. He spent two years biohacking himself on his deathbed trying to figure out how to survive. After he figured it out he went on this mission where he literally, I love Anthony because his heart is so big, I would say conservatively he probably coached a thousand people in three years, most of them for free because he couldn’t afford it because he just loved people so much and cared so much about them. And that’s how he found his voice, how he has so much certainty. When you talk to Anthony, it’s just absolute certainty. So people plug into that. Abosolute certainty. When people follow me, with this thing that I’m good at, I have absolute certainty. I have no wavering doubt. They plug in because Russell is certain, so I need to follow that. But that certainty doesn’t come by positioning or posturing it, it’s by putting in that work ahead of time and just mastering it to the point where you just know. That’s Anthony’s journey. Kaelin’s is different. Kaelin has such an amazing story, how much weight she gained, lost, and she happened to become one of the best sales people ever. I don’t think there’s any, there’s very few humans on earth that have become a better sales person than Kaelin, which is why they’re dominating that market. She’s so good, clear on her messaging. She’s one of the best I’ve ever seen, she’s dominating there. Caleb’s got, he’s not an overnight success story either, he’s young but that dude grinds more than anyone I’ve ever met. Insane amounts of hours and time and effort and by the time he was 13 years old he’d read more books than I had. He had done hundreds and hundreds of Facebook Lives before anything started hitting. That kid’s put in 10,000 hours plus before he’s 15 years old. That’s not what you’re seeing. You’re seeing, he’s a 13 year old kid, he’s successful. He didn’t just step into that. Some people do, some people are insanely talented, it doesn’t make any sense. It does happen, but for most of us, it’s not that way. I didn’t make a penny online for 2 plus years, and the next 5 years were hardly anything, it took 7 or 8 years before I found my voice to be able to be in this market and have certainty where I felt that. So how do you get that absolute certainty? It’s by putting in the time, by doing that. Steven: I actually am the coach for the Two Comma Club Coaching program, and I love it, it’s so much fun. It’s fun to see because I’ve been doing this game now for about 4 years now, and for the first several years, I actually made no money with it at all. I was with anything about funnels, business entrepreneurship in general, and all I knew was I wanted to be an entrepreneur and I started putting my head down and working and did everything from stalks and options, real estate, commercial and residential, I went and did ebooks, door to door sales, I did telemarketing. I did everything and it was all with the back drop of wanting to be an entrepreneur and provide value in the marketplace and go do this stuff. And I failed my face off. It was one of the most humiliating things in my entire life. My wife and I were living on loans and college. And because my wife was basically the spouse of the suffering entrepreneur, and I didn’t want to be that story and it turned into this really painful experience. But I literally was listening to Russell’s podcast, I was listening to these other entrepreneurs and their podcast. It was honestly them and YouTube motivation videos and all this stuff that just kept me going with it. And just the sheer belief that it would work and mad obsession over the topic. If I could turn around and tell myself some things now, it would certainly be that I really wish I would have spent more time crafting my voice early on. I like what Russell’s mentioning inside of this podcast right here, telling that you’ve got to figure out the voice. And the way I did early on was by regularly publishing. I would get out there and I would just speak. There was a time, after I read Dotcom Secrets, I went and I was like, “Hey I know enough to at least teach someone else.” And I literally held a 3 hour, free class inside of a stranger’s home. They had all these people there, friends and family, and I recorded the whole thing and that became my first info product. I didn’t know that’s what it would become. It was just pure obsession over the task, over the topic that kept me going with it. So number one, one of the biggest things everyone struggles with when they start doing this thing is they have to find their voice and if they can’t find the voice, where do they draw the line in the sand? Where does the polarity come from? Where’s the passion? Where’s the stories and the background? And if you’ve never spoken before or put yourself out there before, you’re never going to know how those things actually fit together. It’s awkward for a lot of people who are just starting out inside Two Comma Club Coaching because they have never figured those things out, they don’t know what that’s like. So not only are they trying to create a brand new product, number one. Not only are they trying to create the sales message, which they’ve never done before either. Number three, they’re trying to find their voice. They’re trying to do three things at the exact same time. And you can do it, but when people are going out and expecting, “I’ve been doing it for two months.” But they’ve never actually been successful with it, when you look at it from that angle it’s humorous. Of course you’re not successful right off the bat. You’re trying to figure out your voice, your product and your message all at the exact same time and it’s been two months and you’re not happy with it. So you’ve got to think of it from the other side. These guys that have been publishing for a super long time are people who have been giants inside the marketplace. You look behind every one of the success stories, and every single one of them has got these amazing stories, usually they’re rags to riches stories, or stories where there was so much failure at the beginning, but they kept their heads down and kept pushing forward on the whole thing. So those are the three things. As you start moving forward, you’ll learn more about this in Two Comma Club Coaching, really that piece right there will put so many of the things in place for you to keep going forward. Find your voice, find your voice. And I was really against finding my voice. It sounds stupid. I didn’t want to listen to Russell, I didn’t want to listen to what he was saying. It was before I worked for him, or before anything else. But I’d be listening to his podcast and he kept saying, “Hey, you gotta get out there and you gotta find your voice, start publishing. I was actively against that. I was like, “There’s no way I’m going to podcast, there’s no way I’m going to start Youtubing. There’s no way I want to do any of that crap. I don’t want to do any of that.” And it was at his event in 2016, I had no money and was literally building funnels and trading funnels for a ticket. And trading funnels for a plane ticket, and a hotel nights stay. I had no money, I just knew I had to be there. I’d been hustling for several years by that point. I got there and sat down and listened to Russell and I was like, “Okay, I’ve worked my butt off to get here, I have no money, I don’t know how I’m going to make it. But what I’m going to do, is whatever he says, I’m just going to do it. Because I’ve put in the time, I just want to make this work and I know it will. I just need to keep working it and working it.” So what I did is went and I sat down and started taking notes and all the sudden Russell stands up and goes, “Every single one of you guys needs to get up there  and you gotta start publishing.” And I was like, “Crap he said it. I gotta do it.” And I went out and started publishing regularly and the first 20 episodes that I did were really awkward, they were bad. But something happened, something clicked. My voice changed, something happened, my confidence changed. I got stronger polarity. What I believed started coming out stronger. As I went out and started interviewing the people and started talking to those in the industry, I figured out the place for me to exist in the ecosystem without being competitive with everyone else. That way I could collaborate and not compete as hard in my own little blue ocean niche. Amazingly, when I started doing that, just like those in Two Comma Club, I know a lot of you guys listen to this podcast, so that’s a little shout out to you guys. But I know a lot of you guys, what I say to you is if you go and start regularly publishing, you’ll number one, find your voice. But number two, the place for your offer to exist, where you need to create your new opportunity, your new niche, that place will bubble up and emerge out of the red ocean, the red submarket ocean. It’s amazing what will start to happen. You’ll start to figure out the message. The market will start to tell you everything that you need to know. You don’t know enough to actually be successful on your own, you don’t. The market will tell you everything always. Don’t try to come up with it on your own. If you do that, fantastic way to fail, fantastic way to lose money. I did it for years, I could tell you all about it. Really, what this game is, is go funnel hack, which does not mean pages. If the offer is online, yes that means pages. But go funnel hack an individual. Funnel hack their voice, their offer, their message. What you do, you start to see this picture that emerges out of the sand. “Oh my gosh. That’s what I have to go make.” Here’s the formula, here it is. That’s your best shot, you take your best shot at launching that thing and then you step back and wait. And what ends up happening is all these people will start to give you feedback. “I wish it had this.” They’ll come in the form of complaints. “I wish it had this. Your product sucks at this.” Don’t push that stuff away. Those are the things that let you know you’re doing well. They let you know what to create and do next. You take the aggregate voice, aggregate complaint about your product, the aggregate feedback and those are the things, that’s the market telling you what to go make. Then you go make that thing. And what’s nice, when you do that, take those pieces of feedback, you number one, take your best shot. Number two get feedback. Number three you turn around and tweak it and relaunch it. Now you’re in this cool adoration cycle, but the pressure is not on you anymore. You’ve already launched the thing, it’s already up, it’s already rocking and you’re getting feedback. That’s what I’d say. That’s just my commentary on this piece right now. I completely stand by and behind everything that he’s saying with this. In order to gain confidence, you gotta live it and you gotta live in it every day. You gotta be the expert, the go-to person inside the industry itself. Russell:  It’s harder when you don’t have a story. Even the one that I’ve watched, and I know a lot about the weight loss market, I’ve struggled with weight throughout my life and coached a lot of people in that market. So I was watching it, not to critique certain things, but the one thing I know from the weight loss market, and people I worked through it is that people and weight loss are very skeptical. If somebody doesn’t have a story where they were overweight, they don’t understand what it’s like to be me. That’s their belief. In the video you talked about how to target certain areas, how to reduce fat. I was like, cool this is a good topic. It’s something people are concerned about because people have love handles, they have this and they do want to target spots. And then the advice is kind of like, “Don’t target a spot, lose all your weight.” And I felt like that message was not, most overweight people that I know would have, that message was not sharable, but the opposite. Would have pushed them away like, “You have no idea, you’ve never had love handles.” That’s how they would have reacted. I know that because I’ve worked with so many overweight people. And you guys should know that, you should know if you told somebody that, “Don’t worry about your love handles, you gotta lose this.” Because you told someone that face to face, you should have known that, that this was your market. You should know that would have repelled those people, because the number one concern that people in the market has when they start working with a trainer is this person has no idea how I feel because they’re not overweight. That’s why Kaelin’s story is so central to her success, because that’s their biggest belief. That is the biggest limiting belief in that market that people have. In my market it’s different. In my market it’s like, “If this stuff works so good, why don’t you give it me for free?” That’s my market of beliefs. That’s what I’m fighting all the time. You gotta know that in your market. And that comes from doing this over and over again. Doing it, getting people offended and then doing it again, the next time they don’t get as offended. It’s kind of like the movie Groundhog Day. Every time Bill Murray comes back he relives the life, he does it wrong, tweaks it, comes back, does it again, does it wrong. Tweaks it, comes back, does it again, does it wrong. Eventually he has a good life. But how many years he was in that Groundhog Day experience. When you do that in volume, a lot, but I also thing, defining your message better. Because where can the money be made right now? It’s not in traditional weight loss, it’s in the fads, or blue oceans, keto diets. That’s the hot thing. When we launched ProveIt we were kind of the first people coming out there and now there’s been this huge swell of thousands of different keto brands, products, things like that. Some are succeeding, some are failing but it’s the ones that are diving into this market that’s hot. If you look at, again Expert Secrets 101, find a hot market, ask them what they want and give it to them. What they want and what they need. You gotta find out exactly what they want and sell them that and then fulfill and give them what they need. That’s the big thing, you gotta understand the market super well and the only way you do that is by putting in the time and effort. So that’s being completely honest. You have to differentiate completely how this sub-market that you’re in right now, Dave Woodwork works for us and his wife is in that market, she tried for four or five years to succeed in the weight loss market, and she’s got amazing stories. She’s been a personal trainer forever. She’s struggled because she’s stepping to play against the best of the best. So finally she’s made the shift, her program is called Have It All Moms, it’s focusing on moms and how weight loss helps moms. It’s not just weight loss but these other parts of personal development. She’s carved out this ocean and now she’s finally getting traction, but it’s four or five years in the big leagues and she’s a great sales person, she’s all these things and she’s struggled. So again, for you guys, you gotta find your market, you gotta find the market of what people actually want, what they’re looking for, not what they need, we fulfill what they need, but we’ve got to sell them what they want. So that’s that. There’s the art and science of this game, hopefully you’ve heard me talk about that. And I think most people that struggle as entrepreneurs are typically the A students. I’m guessing you’re an A student, by default. Because they’re really good at the science, but the art is something you feel. It’s different. So people who are really good students struggle with that because it doesn’t come naturally. When the C students are the ones really good at the art of it, but they struggle with the science. So for most businesses I recommend for people, if you’re in that spot, figure out who you are. When I got started in this business, one of my mentors told me, “Look, in every business there needs to be a starter and a finisher. You gotta figure out who you are, then surround yourself with the other people.” And at that time in my business I was like, “I’m a starter, really good at starting, really bad at finishing.” I needed to surround myself with finishers, so I started hiring people that were really good finishers. That’s why people always ask me, “Russell, how do you get so much stuff done?” its because I have the ability to start a thousand things, but I have a team behind me who finishes them all. But I know what my strengths are, I know what my weaknesses are. If you go to Tony Robins Business Master, he talks about every company has three types of personality types. You gotta have, an artist, an entrepreneur and a manager. The artist is the person obsessed with that thing. One of them has got to be obsessed. That’s the artist. The next person is the entrepreneur, the person out there risking and going crazy. Going out there and doing stuff. Then there’s the manager who’s in the management roles. So I’m looking at that, inherently what are you best at? Are you best at managing? Are you obsessed with the art of this thing? Or are you the entrepreneur who wants to go out and sell the crap out of it? I think at Funnel Hacking Live, one of the presentations they talked about that concept, they called it a hustler, a hacker and a designer. In Clickfunnels, I was the hustler, Todd was the hacker,  and Dylan was the designer, that was the three pieces. And not that you can’t learn the other stuff, you can, but that’s not how businesses grow, by us figuring out our weaknesses and focusing on it. In business it’s the opposite. Find your strengths and quadruple down on them and abandon your weaknesses and plugging other people into those spots. So it’s backwards. Yes, you’re capable of learning those things, but don’t because it’s so much better to find those people and plug them in. Even Brandon and Kaelin, you look at them and the reason they are successful is you have Kaelin who is the artist, she’s obsessed with her art and she’s also one of the best sales people ever. So you have that, but her by herself would fail. She has her husband who is the manager, entrepreneur, risking, that kind of thing. Because they have both halves, is why they’ve blown up. For me, I don’t have a spouse that’s out of the house so I brought in team members and partners and that’s why we were able to blow up. Let’s take our strengths, I know what they are. I’m really good at this piece, let’s find somebody that that’s their strength, let’s team up and now it’s like you can have way more impact with people. Whatever that is, really understanding the market, and being obsessed with that. Whoever it is that’s the artist in your business needs to be obsessed with that. Reading 400 blog posts a day, listening…I listened today, I’m a marketing guy and there’s probably few people on earth that know more about marketing right now, than me. Not to be cocky, but I’m kind of obsessed with it. Today I think I’ve listened to 8 or 9 marketing podcasts, I bought three products, I recorded 23 videos, actually 29 videos recorded on the topic, I got done at 6, came home to eat dinner with my kids and I’m actually going back in  because I’m so excited about this thing that I gotta keep going back in. So that was today for me, because I’m obsessed with the art of it. There’s got to be someone there that’s that obsessed with it, or else it’s going to be really hard to drive it. I got the messages back, the first message was like, “Oh hey, I just did some Facebook Lives and nobody showed up. It was just crickets.” That shouldn’t bug you, if you’re an artist you should not care. You love to hear your voice and you just want to talk, study, share and learn and give and share and talk. Whether people are listening or not, it should not matter. Whoever the artist is in the business, that’s the level of obsession they need to have to be able to succeed. So it’s understanding that, and if that’s not you it’s cool, find someone that that’s how obsessed there are and then plug in yourself where you’re obsessed, put those two things together and now you’ve got a force of nature to be reckoned with. But there’s got to be….that’s the pieces. Any business, you have to get it into orbit and you can’t do that by being a normal human, and just waking up and doing your thing. It takes raw obsession. That’s why it takes an entrepreneur to launch a business and get it into the stratosphere. Hire a bunch of MBA’s and people to plug it in and just keep it moving, but it’s obsession that get it into orbit. A rocket can’t get into orbit unless it’s got these huge boosters that just blow the crap out of it and push it off the ground. But again, it’s tripling, quadrupling down on your strengths and backing off your weaknesses and finding people who your weakness is their strengths, that’s how you build a company and blow it up fast.

Pretend this message was for you and take it to heart. On today’s episode Russell and Steven talk about how they and others have been able to find their voice, figure out what they’re good at and be successful. Here are some of the cool things you will hear in this episode: Why no one is really successful overnight, you just don’t see the previous work put into their craft. Why you need to figure out what part of the game you are good at and focus on that, then find others who are good at the other pieces. And also hear about some of Russell’s inner circle members who have found success and why. So listen hear to find out what you need to do to make your business successful. ---Transcript--- Hey everyone, this is Russell. Welcome to the camping edition of Marketing Secrets Podcast. Hey you guys, I wanted to do a really special podcast today because I think for some reason that a lot of people thought this whole entrepreneurship business was going to be easy and they’re going to get rich quick and all these types of things and the reality is, it’s hard. It’s really hard, especially the first two or three years. You’ve got to find your voice, create your brand, build a movement, create products people actually want, figure out what you’re selling and how you’re selling it. There’s a lot that goes into it initially and I think that sometimes we get seduced by how quick and easy it is. Because overnight success stories of people making a million dollars in five months, come on the back of three or four years of work and effort and time. Recently one of our coaching clients, they’d been struggling, and I saw they were doing the motions and weren’t having success and I realized that the reason was they hadn’t put the time in ahead of time. I sent them a voxer, about a 15 minute vox message that went over this. I edited out from that message all the stuff that related to them, because it doesn’t matter who they are, but it was a message that I think everybody needs to hear and should hear. Because you have to realize there’s a lot that goes into it. Maybe there’s another business you can start, maybe you can go start an Amazon business or things like that where you just need to buy a product and post it and that’s how it is, but if you want to be a leader, expert, change the world, it takes time. People go to school for 12 years to try to get a job that pays them 50-100 grand a year. If you’re trying to become a multi-millionaire, you think that’s going to happen overnight. It takes energy. So I want you guys to listen to this voxer, hopefully it’s a coaching call for you. Think about the effort you’ve got to put into it, the team you need to build, who you need to become to have those huge successes. Another thing I talk about, a couple of people I mention. Anthony, I’m talking about Anthony DiClementi from Biohacking Secrets. I talk about Kaelin, if you look up lady boss weight loss, you’ll see Kaelin. I mention a couple of other inner circle members by name, I may not have said their full name, but that’s who they are, so you have some context. But listen to this voxer, use it as a personal coaching call for yourself and I hope that it gets you excited and fired up to put in the effort you need to take over the world and change people’s lives, so there you go, talk to you soon. Steve Larsen:  Hey what’s going on everyone, this is Steve Larsen and I work for Russell, I am his assistant and he’s asked me to go and clean up a lot of this podcast. So as you listen to this episode, just know that Russell is answering the question, “Really, if I’m just one funnel away, then how much farther away is that funnel?” Russell:  Yeah, I don’t know all the answers ever, but from my experience, I think you’re seeing people’s highlight reels and you’re not seeing the rest of it. Things can be short-cutted, they can speed up, but Anthony for example, if you knew Anthony’s whole story, it wasn’t like he became this Biohacking kid. Anthony was my coaching partner for three years and he was barely scraping by for three years in the weight loss market going hard and heavy targeting weight loss and women. Weight loss is by far the most competitive market on planet earth. So it’s like to be successful there you have to be super, a very unique angle, or have an amazing story, or deal with the best sales people, or best copywriters, or whatever to dominate. Anthony tried weight loss for the 3 ½ , 4 years that I knew him and struggled, struggled and for him to have success we had to shift from weight loss into a completely different angle, blue ocean, biohacking thing, and that’s where he’s finding success. But in that time, if you look at his story, he came down with Lyme disease. He spent two years biohacking himself on his deathbed trying to figure out how to survive. After he figured it out he went on this mission where he literally, I love Anthony because his heart is so big, I would say conservatively he probably coached a thousand people in three years, most of them for free because he couldn’t afford it because he just loved people so much and cared so much about them. And that’s how he found his voice, how he has so much certainty. When you talk to Anthony, it’s just absolute certainty. So people plug into that. Abosolute certainty. When people follow me, with this thing that I’m good at, I have absolute certainty. I have no wavering doubt. They plug in because Russell is certain, so I need to follow that. But that certainty doesn’t come by positioning or posturing it, it’s by putting in that work ahead of time and just mastering it to the point where you just know. That’s Anthony’s journey. Kaelin’s is different. Kaelin has such an amazing story, how much weight she gained, lost, and she happened to become one of the best sales people ever. I don’t think there’s any, there’s very few humans on earth that have become a better sales person than Kaelin, which is why they’re dominating that market. She’s so good, clear on her messaging. She’s one of the best I’ve ever seen, she’s dominating there. Caleb’s got, he’s not an overnight success story either, he’s young but that dude grinds more than anyone I’ve ever met. Insane amounts of hours and time and effort and by the time he was 13 years old he’d read more books than I had. He had done hundreds and hundreds of Facebook Lives before anything started hitting. That kid’s put in 10,000 hours plus before he’s 15 years old. That’s not what you’re seeing. You’re seeing, he’s a 13 year old kid, he’s successful. He didn’t just step into that. Some people do, some people are insanely talented, it doesn’t make any sense. It does happen, but for most of us, it’s not that way. I didn’t make a penny online for 2 plus years, and the next 5 years were hardly anything, it took 7 or 8 years before I found my voice to be able to be in this market and have certainty where I felt that. So how do you get that absolute certainty? It’s by putting in the time, by doing that. Steven: I actually am the coach for the Two Comma Club Coaching program, and I love it, it’s so much fun. It’s fun to see because I’ve been doing this game now for about 4 years now, and for the first several years, I actually made no money with it at all. I was with anything about funnels, business entrepreneurship in general, and all I knew was I wanted to be an entrepreneur and I started putting my head down and working and did everything from stalks and options, real estate, commercial and residential, I went and did ebooks, door to door sales, I did telemarketing. I did everything and it was all with the back drop of wanting to be an entrepreneur and provide value in the marketplace and go do this stuff. And I failed my face off. It was one of the most humiliating things in my entire life. My wife and I were living on loans and college. And because my wife was basically the spouse of the suffering entrepreneur, and I didn’t want to be that story and it turned into this really painful experience. But I literally was listening to Russell’s podcast, I was listening to these other entrepreneurs and their podcast. It was honestly them and YouTube motivation videos and all this stuff that just kept me going with it. And just the sheer belief that it would work and mad obsession over the topic. If I could turn around and tell myself some things now, it would certainly be that I really wish I would have spent more time crafting my voice early on. I like what Russell’s mentioning inside of this podcast right here, telling that you’ve got to figure out the voice. And the way I did early on was by regularly publishing. I would get out there and I would just speak. There was a time, after I read Dotcom Secrets, I went and I was like, “Hey I know enough to at least teach someone else.” And I literally held a 3 hour, free class inside of a stranger’s home. They had all these people there, friends and family, and I recorded the whole thing and that became my first info product. I didn’t know that’s what it would become. It was just pure obsession over the task, over the topic that kept me going with it. So number one, one of the biggest things everyone struggles with when they start doing this thing is they have to find their voice and if they can’t find the voice, where do they draw the line in the sand? Where does the polarity come from? Where’s the passion? Where’s the stories and the background? And if you’ve never spoken before or put yourself out there before, you’re never going to know how those things actually fit together. It’s awkward for a lot of people who are just starting out inside Two Comma Club Coaching because they have never figured those things out, they don’t know what that’s like. So not only are they trying to create a brand new product, number one. Not only are they trying to create the sales message, which they’ve never done before either. Number three, they’re trying to find their voice. They’re trying to do three things at the exact same time. And you can do it, but when people are going out and expecting, “I’ve been doing it for two months.” But they’ve never actually been successful with it, when you look at it from that angle it’s humorous. Of course you’re not successful right off the bat. You’re trying to figure out your voice, your product and your message all at the exact same time and it’s been two months and you’re not happy with it. So you’ve got to think of it from the other side. These guys that have been publishing for a super long time are people who have been giants inside the marketplace. You look behind every one of the success stories, and every single one of them has got these amazing stories, usually they’re rags to riches stories, or stories where there was so much failure at the beginning, but they kept their heads down and kept pushing forward on the whole thing. So those are the three things. As you start moving forward, you’ll learn more about this in Two Comma Club Coaching, really that piece right there will put so many of the things in place for you to keep going forward. Find your voice, find your voice. And I was really against finding my voice. It sounds stupid. I didn’t want to listen to Russell, I didn’t want to listen to what he was saying. It was before I worked for him, or before anything else. But I’d be listening to his podcast and he kept saying, “Hey, you gotta get out there and you gotta find your voice, start publishing. I was actively against that. I was like, “There’s no way I’m going to podcast, there’s no way I’m going to start Youtubing. There’s no way I want to do any of that crap. I don’t want to do any of that.” And it was at his event in 2016, I had no money and was literally building funnels and trading funnels for a ticket. And trading funnels for a plane ticket, and a hotel nights stay. I had no money, I just knew I had to be there. I’d been hustling for several years by that point. I got there and sat down and listened to Russell and I was like, “Okay, I’ve worked my butt off to get here, I have no money, I don’t know how I’m going to make it. But what I’m going to do, is whatever he says, I’m just going to do it. Because I’ve put in the time, I just want to make this work and I know it will. I just need to keep working it and working it.” So what I did is went and I sat down and started taking notes and all the sudden Russell stands up and goes, “Every single one of you guys needs to get up there  and you gotta start publishing.” And I was like, “Crap he said it. I gotta do it.” And I went out and started publishing regularly and the first 20 episodes that I did were really awkward, they were bad. But something happened, something clicked. My voice changed, something happened, my confidence changed. I got stronger polarity. What I believed started coming out stronger. As I went out and started interviewing the people and started talking to those in the industry, I figured out the place for me to exist in the ecosystem without being competitive with everyone else. That way I could collaborate and not compete as hard in my own little blue ocean niche. Amazingly, when I started doing that, just like those in Two Comma Club, I know a lot of you guys listen to this podcast, so that’s a little shout out to you guys. But I know a lot of you guys, what I say to you is if you go and start regularly publishing, you’ll number one, find your voice. But number two, the place for your offer to exist, where you need to create your new opportunity, your new niche, that place will bubble up and emerge out of the red ocean, the red submarket ocean. It’s amazing what will start to happen. You’ll start to figure out the message. The market will start to tell you everything that you need to know. You don’t know enough to actually be successful on your own, you don’t. The market will tell you everything always. Don’t try to come up with it on your own. If you do that, fantastic way to fail, fantastic way to lose money. I did it for years, I could tell you all about it. Really, what this game is, is go funnel hack, which does not mean pages. If the offer is online, yes that means pages. But go funnel hack an individual. Funnel hack their voice, their offer, their message. What you do, you start to see this picture that emerges out of the sand. “Oh my gosh. That’s what I have to go make.” Here’s the formula, here it is. That’s your best shot, you take your best shot at launching that thing and then you step back and wait. And what ends up happening is all these people will start to give you feedback. “I wish it had this.” They’ll come in the form of complaints. “I wish it had this. Your product sucks at this.” Don’t push that stuff away. Those are the things that let you know you’re doing well. They let you know what to create and do next. You take the aggregate voice, aggregate complaint about your product, the aggregate feedback and those are the things, that’s the market telling you what to go make. Then you go make that thing. And what’s nice, when you do that, take those pieces of feedback, you number one, take your best shot. Number two get feedback. Number three you turn around and tweak it and relaunch it. Now you’re in this cool adoration cycle, but the pressure is not on you anymore. You’ve already launched the thing, it’s already up, it’s already rocking and you’re getting feedback. That’s what I’d say. That’s just my commentary on this piece right now. I completely stand by and behind everything that he’s saying with this. In order to gain confidence, you gotta live it and you gotta live in it every day. You gotta be the expert, the go-to person inside the industry itself. Russell:  It’s harder when you don’t have a story. Even the one that I’ve watched, and I know a lot about the weight loss market, I’ve struggled with weight throughout my life and coached a lot of people in that market. So I was watching it, not to critique certain things, but the one thing I know from the weight loss market, and people I worked through it is that people and weight loss are very skeptical. If somebody doesn’t have a story where they were overweight, they don’t understand what it’s like to be me. That’s their belief. In the video you talked about how to target certain areas, how to reduce fat. I was like, cool this is a good topic. It’s something people are concerned about because people have love handles, they have this and they do want to target spots. And then the advice is kind of like, “Don’t target a spot, lose all your weight.” And I felt like that message was not, most overweight people that I know would have, that message was not sharable, but the opposite. Would have pushed them away like, “You have no idea, you’ve never had love handles.” That’s how they would have reacted. I know that because I’ve worked with so many overweight people. And you guys should know that, you should know if you told somebody that, “Don’t worry about your love handles, you gotta lose this.” Because you told someone that face to face, you should have known that, that this was your market. You should know that would have repelled those people, because the number one concern that people in the market has when they start working with a trainer is this person has no idea how I feel because they’re not overweight. That’s why Kaelin’s story is so central to her success, because that’s their biggest belief. That is the biggest limiting belief in that market that people have. In my market it’s different. In my market it’s like, “If this stuff works so good, why don’t you give it me for free?” That’s my market of beliefs. That’s what I’m fighting all the time. You gotta know that in your market. And that comes from doing this over and over again. Doing it, getting people offended and then doing it again, the next time they don’t get as offended. It’s kind of like the movie Groundhog Day. Every time Bill Murray comes back he relives the life, he does it wrong, tweaks it, comes back, does it again, does it wrong. Tweaks it, comes back, does it again, does it wrong. Eventually he has a good life. But how many years he was in that Groundhog Day experience. When you do that in volume, a lot, but I also thing, defining your message better. Because where can the money be made right now? It’s not in traditional weight loss, it’s in the fads, or blue oceans, keto diets. That’s the hot thing. When we launched ProveIt we were kind of the first people coming out there and now there’s been this huge swell of thousands of different keto brands, products, things like that. Some are succeeding, some are failing but it’s the ones that are diving into this market that’s hot. If you look at, again Expert Secrets 101, find a hot market, ask them what they want and give it to them. What they want and what they need. You gotta find out exactly what they want and sell them that and then fulfill and give them what they need. That’s the big thing, you gotta understand the market super well and the only way you do that is by putting in the time and effort. So that’s being completely honest. You have to differentiate completely how this sub-market that you’re in right now, Dave Woodwork works for us and his wife is in that market, she tried for four or five years to succeed in the weight loss market, and she’s got amazing stories. She’s been a personal trainer forever. She’s struggled because she’s stepping to play against the best of the best. So finally she’s made the shift, her program is called Have It All Moms, it’s focusing on moms and how weight loss helps moms. It’s not just weight loss but these other parts of personal development. She’s carved out this ocean and now she’s finally getting traction, but it’s four or five years in the big leagues and she’s a great sales person, she’s all these things and she’s struggled. So again, for you guys, you gotta find your market, you gotta find the market of what people actually want, what they’re looking for, not what they need, we fulfill what they need, but we’ve got to sell them what they want. So that’s that. There’s the art and science of this game, hopefully you’ve heard me talk about that. And I think most people that struggle as entrepreneurs are typically the A students. I’m guessing you’re an A student, by default. Because they’re really good at the science, but the art is something you feel. It’s different. So people who are really good students struggle with that because it doesn’t come naturally. When the C students are the ones really good at the art of it, but they struggle with the science. So for most businesses I recommend for people, if you’re in that spot, figure out who you are. When I got started in this business, one of my mentors told me, “Look, in every business there needs to be a starter and a finisher. You gotta figure out who you are, then surround yourself with the other people.” And at that time in my business I was like, “I’m a starter, really good at starting, really bad at finishing.” I needed to surround myself with finishers, so I started hiring people that were really good finishers. That’s why people always ask me, “Russell, how do you get so much stuff done?” its because I have the ability to start a thousand things, but I have a team behind me who finishes them all. But I know what my strengths are, I know what my weaknesses are. If you go to Tony Robins Business Master, he talks about every company has three types of personality types. You gotta have, an artist, an entrepreneur and a manager. The artist is the person obsessed with that thing. One of them has got to be obsessed. That’s the artist. The next person is the entrepreneur, the person out there risking and going crazy. Going out there and doing stuff. Then there’s the manager who’s in the management roles. So I’m looking at that, inherently what are you best at? Are you best at managing? Are you obsessed with the art of this thing? Or are you the entrepreneur who wants to go out and sell the crap out of it? I think at Funnel Hacking Live, one of the presentations they talked about that concept, they called it a hustler, a hacker and a designer. In Clickfunnels, I was the hustler, Todd was the hacker,  and Dylan was the designer, that was the three pieces. And not that you can’t learn the other stuff, you can, but that’s not how businesses grow, by us figuring out our weaknesses and focusing on it. In business it’s the opposite. Find your strengths and quadruple down on them and abandon your weaknesses and plugging other people into those spots. So it’s backwards. Yes, you’re capable of learning those things, but don’t because it’s so much better to find those people and plug them in. Even Brandon and Kaelin, you look at them and the reason they are successful is you have Kaelin who is the artist, she’s obsessed with her art and she’s also one of the best sales people ever. So you have that, but her by herself would fail. She has her husband who is the manager, entrepreneur, risking, that kind of thing. Because they have both halves, is why they’ve blown up. For me, I don’t have a spouse that’s out of the house so I brought in team members and partners and that’s why we were able to blow up. Let’s take our strengths, I know what they are. I’m really good at this piece, let’s find somebody that that’s their strength, let’s team up and now it’s like you can have way more impact with people. Whatever that is, really understanding the market, and being obsessed with that. Whoever it is that’s the artist in your business needs to be obsessed with that. Reading 400 blog posts a day, listening…I listened today, I’m a marketing guy and there’s probably few people on earth that know more about marketing right now, than me. Not to be cocky, but I’m kind of obsessed with it. Today I think I’ve listened to 8 or 9 marketing podcasts, I bought three products, I recorded 23 videos, actually 29 videos recorded on the topic, I got done at 6, came home to eat dinner with my kids and I’m actually going back in  because I’m so excited about this thing that I gotta keep going back in. So that was today for me, because I’m obsessed with the art of it. There’s got to be someone there that’s that obsessed with it, or else it’s going to be really hard to drive it. I got the messages back, the first message was like, “Oh hey, I just did some Facebook Lives and nobody showed up. It was just crickets.” That shouldn’t bug you, if you’re an artist you should not care. You love to hear your voice and you just want to talk, study, share and learn and give and share and talk. Whether people are listening or not, it should not matter. Whoever the artist is in the business, that’s the level of obsession they need to have to be able to succeed. So it’s understanding that, and if that’s not you it’s cool, find someone that that’s how obsessed there are and then plug in yourself where you’re obsessed, put those two things together and now you’ve got a force of nature to be reckoned with. But there’s got to be….that’s the pieces. Any business, you have to get it into orbit and you can’t do that by being a normal human, and just waking up and doing your thing. It takes raw obsession. That’s why it takes an entrepreneur to launch a business and get it into the stratosphere. Hire a bunch of MBA’s and people to plug it in and just keep it moving, but it’s obsession that get it into orbit. A rocket can’t get into orbit unless it’s got these huge boosters that just blow the crap out of it and push it off the ground. But again, it’s tripling, quadrupling down on your strengths and backing off your weaknesses and finding people who your weakness is their strengths, that’s how you build a company and blow it up fast.

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

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

It's been awhile since I've done any Q&A on "HeySteve"... I'm kinda already in the Q&A zone this week so I just kept on goin'. Woo! What's up, everyone, good morning. My name's 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. All right, all right, all right. Man, I'm kind of just a happy, excited individual in general but particularly this last week has just been such a personal win, it's just been so awesome. Many of you guys know I went and I got to speak on Russell's stage for three days, it was crazy. Oh my gosh, it was so much fun, I had a lot of fun with it. It was ... A lot of guys know we just launched the Two Comma Club Coaching Program and it's been awesome, it's been a lot of fun. We had hundreds, and hundreds, and hundreds of people join in and ask for Two Comma Club Coaching training, all the material. Those people who also purchased it they came for ... The last time we opened it, just this last week they came for three days. We went through their messaging, we went through their webinars, we built a funnel out, we built the sales portion, we indexed stores, it's really intense. The first day we went from I think was about 8:30 in the morning and then we'd leave at about six. Not bad, right? There's no breaks, we don't take breaks the entire day. We let everyone out for lunch once just to grab some food but besides that there's no breaks, there's nothing else. The second day what happens is we get up and at 8:30 everyone's back in there and then it was me. I went from 9 am to midnight. It was crazy. Russell came in and he taught a segment of it but man, we were on there for 17 hours. That's a ton of energy. I've always thought, "Oh my gosh, this is going to be such a ... I'm going to be exhausted," but I didn't realize how much. At the end of the day I was like ... The whole day is built around just us trying to help you get your slides done so you can do a webinar. It's very intensive and we stop slide by slide, by slide by slide... We walk around the room, we're like, "Hey, that doesn't look right or switch this or change the messaging to this or switch this word around or okay now pitch it to that guy over there," you know what I mean? It's like, it's intense and it was a whole lot of fun. What I wasn't expecting is how incredibly sore my body would be just being on stage keeping high energy, keeping big, loud, and proud, and keeping my hands all over the place. You know what I mean?... I didn't expect that part of it. I remember I laid that night at about 1:30 in the morning by Russell and I did a little strategy session for the next day. I laid down to go to sleep and my feet just started throbbing, not like, "Oh, they're sore," they actually hurt. I said, "Oh my gosh, I truly am an indoor animal now because I'm not used to ... that would not phase me in the past." Anyway, it was great. The next day I got and we went again from about 9 am to about six, five or 6 pm. It was great. We went through and people had all their stuff done. Anyway, last time we did this the people who actually implemented it and got out there, they'd make 19 grand on their first webinar. Another lady, she already did 700 grand, $700,000 in the last two months since she launched it, when we did this event last time. Anyway, this was a great event... When Russell invited me to come teach part of it, it was really honoring. I was shocked he asked. I was like, "Are you talking to me?" He's like, "Yeah dude, you know this stuff so well come teach it with me side-by-side." I was like, "Okay, cool." It was a lot of fun, just super honoring, very, very honoring... Anyways, that's what's been going on... My dad flew out and we had him over and he was doing that also for his webinar. Anyways, it was just a really, really good experience but I feel like I've been in recovery mode. It's Saturday right now and this all just happened just this last week. Then Friday we had all these people who joined the Two Comma Club Program. There's a two week program that we put you through before that you can even come to Boise so that you can be prepared for it. I had my first Q&A session over the phone, it was over Instant Tele-seminar. These guys went in, they got ... It was about 70 people on the phone with me and I was on for three hours straight. It was crazy. It was so funny because at the end of the day I walked back into the room where Russell was and I sat down at my desk there. Russell was like, I think he started laughing, he goes, "Hey, how you doing?" I was like, "It's going really, really well." I didn't expect ... I was like, "I have so much more empathy for how you feel after your events, that was really intense." A solid 17 hour day, another eight hours after it, I only slept ... I went to bed at 5:30 in the morning a few days before the event started just because I was preparing, I was trying to get ready.  I got a pretty big home office here, at least floor space-wise. Man, I was walking around and I was teaching as if people were in the room. I was getting really intense, really animated. I got whiteboards all over the place, I was drawing stuff out, doing all the things that I would to help concepts sink in deeply for when I was going to actually be on stage and teach. One thing to note, it's another totally different thing to teach it... Anyway, so that's what's been going on with me. I'm so sorry, I feel like I haven't been, I guess I have launched a few podcasts lately but I realized after I was doing the Q&A session I was like, "Wait, I have a Q&A session of my podcast and I haven't done that in probably ..." I don't know, it's been probably 30 episodes at least. I went and I looked at the app that I use for people to ask questions to me. Now, if you guys don't know what I'm talking about go to salesfunnelbroker ... Sorry, salesfunnelradio ... salesfunnelradio.com. Scroll down a little bit, there's going to be a green button on the right that says record voicemail. You can record a voicemail question and it'll be straight across your browser, it's really awesome. It'll email the copy to me and what I do is I kind of vet the questions to see which questions could apply to everybody. Those are the ones that I place inside the podcast. I'm going to do that. I lined up about one, two, three, four, five, six, seven. I lined up about seven questions so I'm going to play the questions so you guys all hear it and then I'm going to answer them real fast, does that sound good? This podcast might go a little bit longer than normal but it's only because I have not done a hasty segment of this podcast for a very long time and I'm so sorry. It just hit me while ... I got so tired in the middle of my three hour Q&A session yesterday I actually sat on the floor for a while with my laptop answering questions. Russell came in and Melanie came in and they were handing me snacks and treats because I was just going, and going, and going. It was really fun. We had people from all across the world on there, it was so fun. Anyway, so let me play this first question here. I'm just going to kind of shotgun fire over several of these questions, that sound good? Cool. Al right, that's the plan. Let me put the first question here. "Hey Steve, how's it going, it's Adam here, 20-year-old college student out of U Mass. I just had a quick question for you. You had mentioned before how you started off by providing a free service where you would build sales funnels for companies that were already established. I kind of want to take that same approach as I have a pretty in depth knowledge of how to use ClickFunnels. I've been using it for a while now, I know all the tools inside of ClickFunnels. I use actionetics setting up email sequences, all that fun stuff. I kind of want to take the same approach where I provide a free service to go into a company and build a sales funnel for them. I was just wondering if you can give me some insights on what approach I should take. I feel like that would be really beneficial for a lot of others out there. Thanks for your time, I really appreciate it." Hey Adam, that's a great question. There's a lot of ways to do it. If you don't have any ... Okay, let's start with this. It's all about results. If you've never built for anybody ever then you need to do it for free. You got to get out there and you have to do it for free. That kind of sucks a little bit but that's how it's going to work. Do it for free because this is now very much a results based economy. What you 100 other people can do in their immediate area. They may not know it but the moment they realize it, it's like, "Oh my gosh, why are you different?" The way I actually got started was I just started ... I was like, "Okay, what industries do I want to work in?" There's a little bit of a checklist I used to actually get started with the stuff. The thing that I started doing was I said, "Okay, number one. I want to work in an industry where there's a lot of money that flows into it and it's a normal thing to do so." You think real estate or cars, people expect to spend a lot of money in those areas. I wanted to spend ... What's nice is if I was to get them an extra two or three sales a month that would change their whole business. Rather than going for something worth really low ticket eCommerce drop-ship style where there's hardly any margin in it. If I was going to go choose and try and prove myself to a market like that I'd really have to increase volume to show massive improvement. Does that make sense? It's the power of the high ticket. That was the first criteria that I was looking for. The second criteria that I was looking for was that they already needed to be in business with a customer base. I did not ... I did the startup game for so long just going person to person, startup to startup. Great, super, awesome to do that but you know what? It was really, really hard because if for some reason the sales funnel didn't work the first time we launched, and half the time Russell and I launch a funnel it doesn't work the first time. We have to see what happens and we make tweaks and then launch it again. Usually that's when it starts to really make money. Does that make sense? These guys would come back and be like, "Oh my gosh, you must not know how to build funnels." I'm like, "Actually no, you're a startup and you haven't proven your market, you haven't proven your model, you haven't proven your product, your business isn't proven. You don't even know what you're doing." They thought the funnel was the business and that's not true at all. Anyways, if you're going to go do that, what I did is I just started making a list of the industries I wanted to go do that stuff in to fit those criteria. Then all I did is I ... Go to Google, search locally different businesses with those industries. I literally started shotgunning this email out or I'd go find them on Facebook. I'd be like, "Hey, I know this is weird ..." If you say that then people for some reason put their walls down. If you don't say that then they're going to be like, "This is weird," so you just call it out. "I know this is weird but I build these things online called sales funnels and I just wanted to know if I could do it for you. I know it's totally out of left field but I love the industry, I love ..." You can talk about their business specifically so they know that it's not spam. This works really well on Facebook Messenger by the way also... "Hey, I really, really want to be able to show the market that I know what I'm doing in this area. Let me build what I call an internet sales funnel for you for free, it'll come out of my pocket. I'm literally just trying to get results as big as possible for anybody right now. Could I do it for you? It will be completely free to you. The only thing I ask is that when it works, only pay me if it works. If so, I would love to get a video testimonial." That's how I did it and I shotgun blasted that style of message to tons of people and I started getting a response. It's funny, any time I wanted to get into a new industry, I still do that. I did that probably a couple months ago. It was before I moved to our new office but I was thinking about going into the real estate area. I was like, "Okay, who can I go build for for free?" I just started blasting the same message across so many platforms that I think Facebook thought I was spamming people, which I kind of was because I was trying to get my message out there and ask who I could build for for free. That was basically it. I got back great people. A few days later I was building for free for a lady who was a realtor to prove myself in the real estate niche. Anyways, that's how I would do it. Hopefully I answered your question, Adam... All right, and there's the next question. "Hey Steve! I just wanted to know do you do your own graphics or do you outsource it? If you outsource it what's your process, how do you do it? Thanks, have a great one. Love your podcast." That question was coming from Greg Grimsley and that is a great question. Graphics-wise, if you've been in any kind of funnel building you know that graphics is a heavy part of it, graphics, and video, and copy, which is pretty much all web pages in general. Yeah, you got to solve that problem. I do my own graphics. I 'm pretty sure you're talking about those little funnel box graphics that I made. Yeah, I made those, I used the Adobe Illustrator for that. One of the things that I learned from Russell sitting next to him is he is so good at taking complex things and turning it into a simple picture. When you can do that your ability to teach is going to go through the roof. Sometimes what I'll do is .. I still do it. I got whiteboards up here over on the side and if there's something that I need to explain better I will draw a picture. It's one of the major reasons why half of his ... He's got a lot of pictures in his books and that's why he does it. It's on purpose, it's not just because ... It's so that we can explain things that otherwise would be very hard to see without a visual. A lot of times what I'll do is I'll sit down and I'll draw the picture. If you're not personally a graphics guy, man you can go on Fiver or Freelance.com or whatever and go and pay someone to make a little graphic out of it. If they charge you more than 50 bucks they're probably charging too much money for you. Anyway, that's how I do it though and that's how I do it. I use Adobe Illustrator. I was a layout head editor and designer in high school and I've kind of always just liked layout and design so I do it myself. If you don't have that skill that's fine, that should not stop your progress. All right, this next question comes from Art Boyd. "Hey Steve, Art Boyd here! I do have a question for you. First off I want to say you're amazing, I listen to all your podcasts. You bring tremendous value to the marketplace and I just appreciate all that you share with us. My question is this, how come you give away your free click funnels website that you spend over 200 hours on? Why are you giving that away for free and not charging for it? What's the real marketing ninja tactic that you're using that pays you on the back end? Let me know, I appreciate it man. Talk to you soon, thanks." Hey, that's a huge, huge ... Thanks for bringing that up. The reason I do it is because of, well really two different things. Okay, how many times do you go to a ... Have you ever been to a used car salesman? You go to a used car place or a new car place or any place where there's supposed to be sale happening. You walk up and the biggest thing you know that you're going to run into is the moment you pull up somebody is going to be there as you open the car door and just hounding you. They're going to be hounding you, that sucks. I hate that. Anyway, I love to be sold but I do not like to be bullied. That makes me feel bullied. I feel like I'm being backed into a corner like, "So do you want it? You gonna get it? Okay, we could buy this." People who will jump out and immediately show you how your objections are worth nothing rather than actually valuing the objection and dealing with it. The reason I do that is because I read ... Anyway, the free thing ... A lot of you guys get hung up on the free thing. "Well, I got to have a free thing in the front." Not always but it really helps to have something free on the front end to start building your list. I haven't been doing this podcast that long, I've barely spent any kind of advertising dollars behind it but because I do that I gained like 2,000 people on my list in the last little bit. It gets shared. The reason I do it is because it gets shared and it's something that I should be charging for. When you guys are starting to come up with the free thing, the bait to pull people into funnels or pull people into your world or whatever it is, the thing that you're doing do it for free for somebody else. Also do, maybe if you can, depends on the industry, depends on to make sense what you're doing but man, I would take something that should be paid for, especially for branding yourself. Especially if this is a coaching, author, speaker, consultant, whatever it is. Myself, man take something that's free or something that people should pay a lot of money for, help them feel that they should be paying for it, which is the reason I reference the fact I spent 200 hours on it. I'll charge 20 grand for funnels now, however I don't usually take any kind of funnel ... build products anymore. Got my own stuff going on which is awesome... Anyway, take something that should be paid for, something that's crazy so that when people like, "Oh my gosh, this is crazy. I get it for free? Oh my gosh." That reaction right there, that's what I'm trying to cause inside of them, inside of their psyche because they'll go share it. If they go share it, it means I won. How do I grow a business almost completely organically while working on the side for one of the most intense entrepreneurs that is even out there? Like that, that's how I do it. What happens is I know that if there's ever a product in the future I have delivered so much freakin' value. Personally I just know. I have delivered so much value. My goal is to deliver so much value. If I can deliver so, so much value and turn around and say, "Hey, you know what? For months I have helped answer questions, I have helped give things away that you should have paid a lot of money for. The next that I do come out with a product ..." I say, "You know what? This product, I actually can stand behind it. It took me a long time to make it but it's going to help you do this. Here you go." There's going to be a lot of people who are fine paying me money for that. It's completely the law of reciprocity. The book "Launch" by Jeff Walker, I really like that book. There's a section or chapter in there that talks about the nine ... There's nine principles of persuasion or something like that. Nine principles ... Gosh, I can't remember the name of it. Anyways, it's any of those categories. One of them is reciprocity. If I give you something for free or ... This happens all the time. Oh, here's a good example. This happens all the time during Christmas or holidays or whenever. If you're in a spot where there's all these neighbors and you walk up to someone ... Someone rings your doorbell, let's say in the middle of dinner time. You're like, "Who's at the door?" You walk up to the door and there's a neighbor there and they've got a plate of cookies for you and a card. They walk in they're like, "Hey, Merry Christmas or Happy Holidays or whatever." What's your immediate gut reaction? "Oh my gosh, thank you so much. I wish I had something for you. I wish there was something I could give you back. Stay right there, stay right there." How many guys would turn around, run back into the kitchen and you grab a can of beans or something to give them to try and show appreciation back. You feel the need to reciprocate, that's literally the reason why I do it. I want to pump value in the marketplace and it also sets me apart like crazy. I get tagged all over the internet for being a resource for people to go get things they need to in order to be successful with funnels. "Well shoot, if you just want to get started right off the bat I got a really great funnel for you and it's free. It took me a long time to build it. Well there you go, you can have it, it's yours. It's a template, I took it out of my content, you can go grab it." Anyway, that's why I do it. That's why I'm a little bit bossy about it. I have an exit pop. If you go to salesfunnelbroker.com it's at the bottom but there's also an exit pop. Some people feel like exit pops are a little bit aggressive but I know that what I'm asking for in the exit pop is such ridiculous value for the funnel and what it gives you that I don't feel bad. I feel like it's totally fine. I don't feel like it taints my image at all by being annoying one more time before somebody leaves the site. Anyway, that's the answer to that one, that's why I do it. I thought about it a lot, there's a lot of strategy behind that and there's a lot more that I'm about to put into that as well. Great question man. Right now what I'm going to do is I'm actually going to break this into a second podcast because there are so many questions. I don't want this to go, it's going to go like 40 or 50 minutes if I keep going here. Let me break this into another episode here. I want to thank you guys. Go ahead and tune into the next one, I'll make a part two on this. Anyways, if you guys got a question though please go ahead and ask me. If you go to salesfunnelradio.com, scroll down to the bottom, green button on the right, you can go and ask one. Just make sure the question is something that can be advantageous for the entire group and no so specific to your business that I can't answer it in a broad way. You want to be detailed as possible but also ... I've had 8,000 downloads in the last ... This podcast has taken off guys and I really want to thank you all for being avid listeners and for being supportive with it. That being said, I've got to make it still applicable for everybody and funnels in general. All right guys, thanks so much and I'll see you in the next episode. Bye.

Click above to listen in iTunes... The 3-Month Lesson I Learned From Russell Brunson's 3-Day Pitch... Hey, what's going on everyone? This is Steve Larsen and you're listening to the greatest podcast on the planet, Sales Funnel Radio. Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best Internet sales funnels. Now, here's your host, Steve Larsen. All right, all right, all right. Maybe a little biased there. Not the best podcast, not the greatest one on the, well I think it is. I love my podcast, it's so fun. I've had a lot of fun interacting with you guys a lot lately, it's just been great. All right, well I think I just mentioned in the last podcast, we just barely finished filming, it was a three day little launch thing that Russell's been doing. We just launched the Two Comma Club Coaching Program, which is awesome. It's my baby. I get to take it under my wing and run it, and I'm really excited. I'm so excited for it. I had this really cool experience though today, so we had at the peak of it, I think it was almost like 2600 people watching live as Russell would teach during this free masterclass, right? It was really, really cool. You know what's interesting? I know I talk about Russell a lot, guys I want you to know why. It's because I sit next to the guy, all right? He's the greatest marketer, I believe, on the planet and when he asked me if I wanted to be his funnel building assistant, first of all I was in total, utter disbelief. I could not believe how amazing it was. Second of all, it was like dang. Like I better keep my ears open and my eyes open everything I can, just start writing it all down, and so I actually have a huge list on my computer just of all these lessons that he's taught me over the last year. I don't think he knows that I have it, actually, but I write a lot of the things he says. Just huge, huge lessons, right? Well there was a lesson today in selling that hit me so, so hard. We just finished this three day launch thing, and I just wanted to share the lesson with you because it's not something that I think a lot of us think about. We have a unique position from where we are, sitting at ClickFunnel, there's over 41,000 active users of ClickFunnels now. If you don't have a trial go to salesfunnelbroker.com, you can get the free trial right there. Of course it's my affiliate link, just that's how the game's played man, all right? We have a really unique spot because we sit here and we go, "Okay, we can see everything that's selling well, everything that's not selling." Hey, this works really well in this industry, that doesn't. Wow, in this industry did you know you should sell this way? Wow, don't sell that way. You know what I mean? It's really unique to see and sit where I am and see these different places and be able to get feedback that way. I've got a little tip for you, and honestly it's just because it's a personal tip. First I want to start with a quote. All right I believe this is from Frank Kearn. I think it's from Frank Kearn, I mean I can't remember. Guys I'm sorry if it's not. If it's not I'm so sorry, but just know that it's a really cool quote, okay? He says, "The popularizing of a product has relatively little to do with the product itself. It has everything to do with being cool, all right? It has to be attractive itself." That's the whole quote... I was like whoa, that's a sweet quote. I can't even remember what course I was listening to lately when I heard that. The popularizing of a product has relatively little to do with the product itself. It has everything to do with being cool and being popular and being attractive. Being something that's talkable, shareable and that's what's been so crazy cool about this Two Comma Club Coaching Program that we just launched is amazing, and it's being talked about all over the place, right? Has very little to do with the product itself... Now, keep that in the back of your mind, okay? What happened was Russell got up and he's teaching all this stuff and he's really, really cool and it's fun for me to see, because I'll see him teach the same concepts over and over and over and over, and each time there's something a little bit different. He said this a little bit different over here, and he said this a little bit different over here, which is why you guys have to continue to do webinars, publish. I urge you guys to go publish and start a podcast of your own or start a YouTube channel. Whatever, I don't care what it is, just publish. Start talking and get your voice and your message out there, right? Because you'll get better and better and better and better. What happened was day one was awesome, right? Day two was awesome. Day three was awesome. They were all awesome, but what ended up happening was on day one there was a Q and A session and I got to sit on stage on camera with Russell and do it for a little bit, and then day two we didn't, but on day three we did also, and what was funny was that on the third day we sat down and I start queuing up all these questions for Russell, I start telling him, you know, hey, people are asking this. Hey people are asking this, people are asking this. Well, eventually somebody asked, okay what actually is in the Two Comma Club Coaching modules, like what are the modules? What's in each of those things? I thought this was so clever, but it was a huge lesson to me, okay, this is so big. Turn up the volume, listen to this, okay? Russell said, "You know what? It doesn't matter that I tell you right now what are in those eight modules. What you need to know is that everything you need to become a millionaire is in those modules." That was it... That's all he said, and I was like, "Whoa. Really?" My immediate thought was like, wow, super powerful. Because of this, okay this was the context, I went though 10, 12 years of Russell's content and I found, I indexed all of it, and I went through and I found all these different pieces. Okay, this is the best video of him teaching this concept. Okay this is the best video of him teaching this concept. Okay, these pages in the book are the best of teaching this concept. Then after I indexed years of content, then what I did is I went and I laid it chronologically together and said, "Okay, when you get through these three things you should have x output ready." Does that make sense? Okay, when you go through and you read about the three secrets, or you read about your moral obligation to sell, by me going through that content, you should be able to produce x, y and z before you move on. It's super powerful. I hand hold you the whole way through all of his material, all of his content... It's massive. It takes most people 20 to 40 hours a week just to do a single module. It's incredible. Huge, huge, huge project. It has taken me three, almost four months to produce the thing. It's massive... You know to produce it, to build the whole members area inside ClickFunnels, to build the entire thing, I spent three months just building the product itself that we just sold for over three days, and guess how much he actually talked about what's in there? Like that was it. When he said, "Yeah, there's eight modules and everything you need to know in order to become a millionaire, and I have 93 other examples of that." That's all he said, and that's what he was selling though. He was selling the product but he didn't actually talk about the product that much. Now you think back, okay, why would you do that? Why would you do that? Why would you not talk about the actual product? Because when I was doing door to door sales, right, and I was doing pest control and I was going door to door to door, person to person to person, I was talking about the product and I was pitching people. I was the number two sales guy, you know, for the first years. The other guy came out like six weeks before I did. I would of had him but he had such a lead on me by six weeks, it was nuts... Anyway, anyway what ended up happening was I would go door to door to door all over the place and I was out there for about five months. For the first two months, I was crushing it. I was crushing it, you know, I'd come back with a $1,000 a day, and back then for me that was huge. I was like this is sweet, man, holy crap, this is super, super powerful stuff what I'm doing right here. I'm loving this door to door sales thing. It's hard, I'm getting rejected but I'm making money and it's been awesome. Well I started asking questions about the product, and I started learning about the product. It's not that it's a bad thing, it's not that it's a bad thing at all to know your product and know what it is, but when I learned about my product I stopped selling. I started telling, and I started walking door to door to door and saying, "Did you know that our product has this chemical in it which is safe for your kids, you could basically lick it? You know what I mean? I would tell just random facts. Yeah, it will totally take care of your wasp's nest, oh it will totally do that. It'll do this, it'll do this, because of this and I'd go into the science of it because I thought it was fascinating. I'd go into the science of this piece over here and I'd go into the science of this piece over here. It was because I thought it was really, really cool, this certain thing. It was awesome, I mean we legitimately had a great product. I thought it was awesome and super unique. It was fun stuff, but my sales plummeted, I mean plummeted. Pretty much stopped... I went from going and selling anywhere from three to five, six, seven, eight in a day to like three a week, I mean it dropped that hard. For a long time I kept going, man, what's my problem? What's my issue?... Number one I got distracted because I started thinking about online sales, stuff like that, but the real problem was that my pitch changed and I started talking myself out of the sale and I started telling too much stuff. It's not that you should try and be mischievous or keep things from being shown or trying to hide stuff, but the real problem is that you end up talking yourself out of the sale when you tell too much about the product. That is not how sales happen... So what ended up happening was I walked up to Russell afterwards and I was like, "Dude, holy crap, I just noticed man I just spent three months on this product and you didn't even talk about it. Why is that?" I think it's because that's not actually needed to sell and he was like, "You're absolutely correct." He said, "The reason why is because if I start talking about the modules and I start telling people in there, people will think that they know it already just from the title, they're like, "Oh, I know it already" and then they'll dismiss it and then they'll immediately will not buy it because of that. There's no more curiosity. There's no more scarcity, there's no more urgency. Curiosity, urgency, scarcity those are the tools of sales, and if you get rid of one of them, you're not going to sell. You've scratched the itch just by giving them the knowledge, right? What ends up happening is that person's not going to go off and become a Two Comma Club person. Like if he had gone out and started telling about it, all these people, because it sold like hot cakes you guys, I mean this funnel that I built basically while he was pitching it, the actual funnel itself, the product took me three months to build, but the actual funnel itself I built while he was pitching it and put it together, but this funnel itself is going to be in the Two Comma Club really, really fast. All those people who have been jumping in, if we had told them, "Hey you, it's about this, this and this." They're going to go, "You know what? I kind of already know that. Or I could go over here and learn that over here, or I could do this over here, or this other guy's product does that. I'll just stay with that." You scratch the itch and you get rid of the sale and you get rid of the ability for someone to actually give you money, because there's no reason to anymore. They're not curious, okay? So when you think of curiosity, urgency and scarcity, those are the three tools of sales. Those are the three things that make the sale happen. Anyway, so thought that was, anyway. Super, super awesome. The whole point of it is when you guys go out and you start doing your sales, if your sales are suffering, I know that we love our products. I know that they are our babies. That product that I put together, I know that it is probably one of the best products that ClickFunnel's ever put together besides ClickFunnel software itself. It is amazing. It is so, so good. Oh my gosh. We've already created millionaires basically from this, it's incredible. Just in three months some people have made $700,000 from the content and what we teach in there. It's very different than anything else because of the hand holding and what I force you to do before you can move on. It's a cool program... Really great, really, really fantastic program. What's powerful about the whole thing about it too is that the way it was sold was through epiphany bridges. I mean the exact same way that Russell teaches you in the book Expert Secrets is how we sold it, and we literally sat down and said okay, what's the one thing? What are our three secrets? What are the false beliefs? What are the stories attached to those? What are the false beliefs that people are going to have immediately when they hear the title of this presentation? We do the exact same thing we tell you guys to do, all right. We disclose all of it, that's the only difference between us and a lot of other companies. Anyways, that's all I wanted to tell you guys. Stop letting the cat out of the bag, all right, you've got to leave some curiosity and you've got to leave some urgency and you got to have some scarcity. If you can put those three elements on there, you don't even need to talk about the product, and it's not that you're hiding it, you shouldn't hide it. You can give an extremely high level overview of what's actually in the product itself, you know, but that' not how sales happen. Sales happen through causing belief which creates action. That's it. Add a little urgency, scarcity and you'll be good to go. With a lot of curiosity and that's how sales happen. It took me a long time to realize that and I did not understand that when I was doing door to door sales. I didn't get that. I didn't get that when I pitched people on stage for investors, when I thought getting investors was a good thing. I've done that many times. You pitch people, you know investors, on stuff like that. Probably been three or four different, oh I can't remember, I've asked investors for money several times and I kept letting the cat out of the bag. Too many times, I kept letting the cat out of the bag when I'd go sell this stuff, or whatever it was. Just don't let the cat out of the bag. It doesn't matter, and if someone starts complaining, "Oh, I wish I knew this. Oh I wish I knew this" that's probably not your ideal customer anyway if that's the kind of people that are not the action takers. You need people that are going to take action based on belief that they're going to get it. Obviously, be ethical all that stuff, but anyway, that's all it was. What ended up happening is we had tons of people jump in and I went and I told the story about getting your shut up cheque, which is the ability to make money enough that you can hold the cheque up to anyone who's been poo pooing on your story and what your dreams are, and hold up the cheque and go, "Hey, shut up. This is my shut up cheque." I hope you guys are all going to get your shut up cheque if you haven't got it yet. Anyway, that's it. That's all I wanted to share with you guys, is while I was talking to Russell and I watched what he was doing. He didn't not talk about the actual product. He didn't and it was so powerful. Such a powerful lesson for me to watch that, so anyway leave some curiosity there. Don't love your product so much so that you barf all over everybody and literallytalk yourself out of the sale and you'll be ready to rock. All right guys, that's it. 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.